Stopover Finland Co-creation workshop 2015 Stopover Finland Merellinen saaristo Finrelax Kasvuohjelmien kohdemarkkkinat Merellinen saaristo: Saksa, Sveitsi, Ranska, Italia Finrelax®: Saksa, Venäjä, Japani Stopover Finland: Kiina, Japani, Etelä-Korea Stopover Finland status update 10/9/2015 HELI MENDE Objectives of the Stopover Finland program • The goal is to develop Finland as a stopover location for passengers traveling via Helsinki-Vantaa by building attractive packages from a few hour transfers to several days’ stopovers (5 hrs – 5 days) • Program target markets are China (Beijing, Shanghai, Hong Kong), Japan and South Korea • The objectives are • More turnover for companies participating in the program • New jobs within the tourism and travel industry • 45 % more registered overnights from Asia by 2018 • 80 M€ more travel industry export earnings from Asia by 2018 • Finland as the best known stopover destination in the Nordic countries by 2020 300 pax more per day from Asia 4 15.9.2015 Stopover Finland 23.2.2015 5 Stopover definition • Stopover passenger is a flight passenger that stops in Finland before the connecting flight either on his way to the final destination or on the way back so that the passenger leaves the airport. The stay can last from a couple of hours to days (from 5 hrs to 5 days). • In practice, Helsinki is the only stopover airport in Finland. • Most stopover passengers fly with Finnair from Asia, but some also depart from Russia and connect to flights towards west. The biggest growth potential is in Asia. • Finnair and Finland compete for passengers with other airlines providing Asia- Europe routes. SAS operates most of its Asian routes from Copenhagen. Japan Airlines has a daily flight from Tokio to Helsinki and the transfer passengers continue to other European destinations with Finnair. 15.9.2015 FINTRA OY 6 Customer journey Stopover Finland end customer CHANNELS FINNAIR INTERNET TRAVEL AGENCY PRINT BROCHURES ADVERTISING FAIRS MOBILE & PHONE SOCIAL MEDIA SERVICE PROVIDERS IN FINLAND AIRPORT TOUCHPOINTS HELI MENDE Stopover Finland status update 1. Studies and research Benchmarking studies published in visitfinland.fi/stopover Market studies will be published soon in visitfinland.fi/stopover Consumer research in target markets under preparation 2. Workshops Co – creation workshops (Helsinki 30.9., Vantaa 2.10., Mikkeli 5.10., Kemi 7.10.) Coaching workshops (Tampere 6.11., Helsinki 9.11., Rovaniemi 13.11.) 3. Business model and product planning Stopover Finland menu, operational model and marketing network are under construction (deadline February 2016) 9.10.2015 HELI MENDE 8 Stopover Finland status update 4. Marketing and sales promotion Companies with offering for Stopover Finland menu will be visible in renewed Visitfinland.com / Your Stay and Trade-site Stopover Finland inflight video on Finnair flights starting from October 2015 Nordic blogger´s experience 2016: Stopover Finland pre and post tours for Asian bloggers Stopover Finland as ITB Asia main partner 2016 (will be announced at ITB Asia 2015) 10/9/2015 HELI MENDE ITB Asia • Three-day B2B trade show in Singapore 19-21 October 2016 • Approx. 9000 visitors • Around 850 hosted buyers 9.10.2015 HELI MENDE 10 ITB Asia 2016 Two projects ITB Asia 2016 main partner package Visit Finland stand Stopover Finland: 70 000 € Partners: 70 000 € 3500- 5500 € / participant Total: 140 000 € Partners: Finnair, Finavia, Restel Hotel Group, Scandic Hotels, Sokos Hotels, Viking Line, Tallink Silja, Visit Turku, Visit Helsinki, Visit Rovaniemi 9.10.2015 HELI MENDE 11 Other Stopover Finland launch and marketing 2016 Other launching activities and marketing plan 2016: plan and budget by end of November 2015 • BtoC in target countries Digital marketing and social media campaigns in China, Japan and South Korea (using celebrities, videos, user generated content etc.) • BtoB in target countries Visit Finland sales promotion events in China and Japan, Stopover Finland sales promotion event in South Korea Buyer trips for selected TO´s Joint campaigns with TO´s / OTA´s • Media in Asia 10/9/2015 HELI MENDE Value chain and roles for Stopover Finland Providers of Stopover Finland services Local sites and service providers Incoming travel agencies/DMCs (packaging) Big service providers, year-around volume (ferry lines, hotels), nationwide Asia-Europe Enablers airlines via Helsinki (AY,JAL) - Visit Finland & area organisations - Finavia 14 15.9.2015 FINTRA OY Stopover Finland value chain Travelers / Travel agencies / Tour operators Etc. Display on major Stopover Finland partners’ websites Marketplace (= inbound operator) • Airlines Service Package • Ota´s • TO´s Providers (SPP) with inventory SPP 1 SPP 2 SPP 3 . SPP 10 • Incoming agencies/DMC’s • Activity service providers • Ferry lines, hotel chains Service Providers (SP) SP1 SP2 SP3 SP4 SP5 SP6 SP7 . SP50 • Activity service providers • Local sites • Restaurants, hotels • Transportation services 15.9.2015 VISIT FINLAND, FINTRA OY 15 • Guides Roles - Marketplace operator • Private ownership, has to be a commercial business in 3 years • A viable governance model with key stakeholders • Licences ”Stopover Finland” brand for 5 -10 years with an option to continue • Builds the marketplace (existing platform / investment) • Displays the content of the SPPs with their brand, can provide the transaction (booking & payment) and inventory. Checks automatically the credibility of SPP’s. Technical user support, but no other customer service (i.e. no ticket changes) • Markets the portal in the target markets in internet and SOME (Google AdWords) • Developes the business and new services for the service package providers, travelers, travel agencies and tour operators • User generated content; reviews, Tripadvisor, mobile services, WeChat for Chinese • Good statistics on visitors, page visits, conversion ratio etc • Inventory service for smaller companies. 15.9.2015 FINTRA OY 16 Roles - Service Package Provider (SPP) • Builds standardized service packages combining its’ own and other providers’ services • Main content / activity, transportation, guide, meals etc. • Specs in terms of time (e.g. 2h, 1/2 day, 1 day etc.), theme, location, availability (seasonal, daily, max nr of participants) to be confirmed • Pricing (gross on own website & marketplace, separate registration/extranet for tour operators/groups for net prices) • Own real time (dynamic) inventory, availability • Bookings, transactions & payment on the website • Responsible for customer service & promise and service delivery • Contracts with a number of subsuppliers for single elements of the package • Can be anyone meeting the criteria and has sound financials (incoming travel agencies, ferry lines, rail, bus company, activity providers etc.) 15.9.2015 FINTRA OY 17 Roles - Service Provider (SP) • Provides an element to the stopover package for the Service Package Provider i.e. • Minivan company taking care of pick ups • A freelance guide • Husky farm providing the drive (experience) • Restaurant providing the meal during a day trip • Hotel providing the accommodation etc. • Commitment to deliver throughout the season / pool of providers • Quality and customer feedback 15.9.2015 FINTRA OY 18 The future traveler wants freedom and authentic experiences The marketplace should in the future respond to these needs • No overpackaging, freedom for the visitor to choose from individual elements what they want • Freedom for all kinds of qualified travel suppliers to offer what is in demand • Freedom for individuals to offer their services (manual input of data) • Invite to a Finnish home for sauna, dinner etc. (”saunauber”) • Rent a cottage etc. • Review system (user generated content that attracts further visitors) Technology implications • The marketplace should be a content management system, listing/catalogue • Open source technology, open interface enabling travel suppliers to integrate their inventory • Two-sided platform: consumers and professionals with registration • Mobile, responsive 15.9.2015 FINTRA OY 19 Stopover Finland Benchmarking and market studies Modules & criteria Methods used in studies • The market studies are based on interviews • 34 travel industry interviews in Japan, China and South-Korea during July-August 2015. Key decision makers in online and offline tour operators, travel agencies and travel wholesalers were interviewed. • Interviewed represented a good mix of a) agencies that are strong in selling flights to Europe via Helsinki (Finnair provided the names) b) agencies that sell Europe but are not actively selling Finland or via Helsinki travelling c) represented both online and offline agencies. In addition, the local Finnair representative and representative of Japan Airlines were interviewed. • For the benchmarking study three interviews were made in Singapore. Icelandair provided information for Stopover Iceland benchmark study. • In Finland 25 interviews with Finnish travel industry companies and organisations (incoming travel agencies, travel service companies and area organisations) in August-September 2015, interviewed the Chief Commercial Officer and the head of sales of Finnair, two ICT experts and one senior travel industry expert. • In addition, MIDT flight passenger data and relevant travel industry literature were utilized. 15.9.2015 FINTRA OY 21 Results of the previous Finnish Stopover studies and the current product offering Outcomes of the previous Stopover projects • Along with Finnair’s Asia strategy there have been various studies