International Market Briefing 21 November 2006 : International Market Briefing 21 November 2006 Tad Teramoto
Regional Director Japan
JAPAN MARKET VISITORS TO AUSTRALIA & STATES (Year Ending JUNE): JAPAN MARKET VISITORS TO AUSTRALIA & STATES (Year Ending JUNE) (,000)
2004 2005 2006
AUSTRALIA 646.3 650.7 624.4
NSW 273.1 293.6 266.1
QLD 454.2 448.9 418.3
VIC 66.2 68.3 64.9
WA 48.8 52.4 45.6
NT n/a 55.2 53.4
JAPAN MARKET JAPANESE VISITORS TO NSW & QLD (Year Ending JUNE): JAPAN MARKET JAPANESE VISITORS TO NSW & QLD (Year Ending JUNE)
JAPAN MARKET JAPANESE VISITORS TO NSW (Year Ending JUNE.): JAPAN MARKET JAPANESE VISITORS TO NSW (Year Ending JUNE.)
Japan Market Strategy: Japan Market Strategy Tourism NSW Market Approach Maximize
Visitation
Potential
through wide range
of TRADE
and Consumer
Activities. Trade Activities
Education / Training
Famil Coordination
Newsletter
Collateral
Sales Call/Marketing Meeting
Tourism NSW Sales Missions
Sydney Style Events
Consumer awareness
activities via VJP & IMV
Partnership with non trade
partner
Japan Market – Intelligence & Trends - 1: Japan Market – Intelligence & Trends - 1 Market:
Economy: Second biggest economy in the world - Recovering
BUT decreasing average annual salary continuously in 8 years.
Bludger Market Problems : Freeter (Job Hoppers)
NEET (Not in Education, Employment or Training)
(Freeter – 18~30ys: 1.13M / NEET – 15~35 ys: 0.64M)
Population: Retiring 10M Baby Boomer Generation from 2007 to 2011.
Trend of Baby Boomer Lifestyle
3/4 people need to work after 60s for financial reasons.
3/4 people want to be involived in volunteer activities.
Prefered activity after retirement (Hakuhodo Survey)
Men: 1. Domestic travel (57%) 2. Int’l travel (46%) 3. PC (39%)
Women: 1. Domestic travel (60%) 2. Int’l travel (54%) 3. Music/movie (43%)
Travel Market: Active Generation - 34~44 ys Female & 44~49ys Male and Active SENIOR
Passive Generation – 20~29 ys Male & Female
Domestic Travel boom
Japan Market Intelligence & Trends - 2: Japan Market Intelligence & Trends - 2 Destinations:
Popular Destinations:
AN-KIN-TAN (Cheap/Near/Short) Destinations - Holiday (plus Business) markets
Asia Countries - Thailand, Taiwan, Hong Kong (900 flights/173,000 seats p/w)
Korea (850 flights/125,000 seats p/w)
Guam – Holiday market (140 flights/29,000 seats p/w)
China – Business & Holiday (50%/50%) markets
(1,000 flights / 169,000 seats p/w / 4,400 Japanese companies based in China)
Europe – Holiday market (13 airlines/300 flights per week)
Trend - Visiting one country, Historical Culture, Competitive Tour prices
News hook Topics (Davinci Code, Mozart, Christmas in Europe)
Japan Market Intelligence & Trends - 3: Expanding New Destinations:
East Europe, Macao, South America, Middle East Countries, Africa, Mongolia
Charter flights to off-port destinations:
3,000 flights (in 2005)
Domestic Destinations:
Hokkaido, Okinawa, Kyoto etc.
Soft Destinations:
Hawaii (152 flights/ 32,400 seats p/w),
US Mainland (630 flights/98,500 seats p/w)
Oceania (Australia & NZ) (139 flights/27,700 seats p/w)
Japan Market Intelligence & Trends - 3
Japan Market Intelligence & Trend - 4: Japan Market Intelligence & Trend - 4 Australia Market:
Destination Trends
CNS: Segment - HM, Family, OL, Senior, Group, Student
Market Situation - Cheaper Tour Prices (An-Kin-Tan),
Attractive (Profitable for travel agents) Optional Tours,
Enthusiastic RTO Activity
Airline – TYO, NGO, OSA, SPK, (FUK)
GC/BNE: Segment - HM, Family, OL, Senior
Market Situation - Higher Tour Prices than CNS, Koala, Q1, Enthusiastic RTO Activity
Airline – TYO, OSA
SYD: Segment – OL, HM, Student, Senior, Family
Market Situation – Higher Tour Prices, One of the Most Beautiful Cities in the world,
Less RTO Activity
Airline – TYO, OSA
Japan Market Intelligence & Trend - 5: Australia Market:
Market Trends
Australia (Sydney) - Losing market share in Japanese overseas market
Not enough promotions?
Not enough catchy topics?
Not attractive destinations?
Active School Tour Market (about 50,000/year) & Working Holiday Market (10,000/year)
First time visitors – 63% / Repeaters - 37% (c.f. Hawaii 55%)
Losing HM & Overseas Wedding Market Share
Stronger Aussie Dollar ＝ High Land Cost A$1.00 = JPY95~100
Increasing Airlines Oil Surcharge NRT/SYD/NRT JPY27,200(A$300) plus TAX
Japan Market Intelligence & Trend - 5
AIRLINES – CHANGE OF CAPACITY & FREQUENCY: AIRLINES – CHANGE OF CAPACITY & FREQUENCY Sydney Route (Non-Stop)
As of April 2006 As of October 2006
AIRLINES – CHANGE OF CAPACITY & FREQUENCY: AIRLINES – CHANGE OF CAPACITY & FREQUENCY Sydney Route (Non-Stop & Direct flights)
As of April 2006 As of October 2006 As of April 2007
AIRLINES – JETSTAR MOVEMENT: AIRLINES – JETSTAR MOVEMENT Japan Route ?
Current Market Activities - 1: Current Market Activities - 1 Japan Sales Mission
Promote & Educate Sydney / Regional products to industry
(One of action plans of Japan Tourism Industry Forum)
Tourism NSW Mini Sales Mission (Sydney Suppliers) in Oct. 2005
Tourism NSW Mini Sales Mission (Blue Mountains Suppliers) in July 2006
Tourism NSW Sydney Style Sales Mission (9 Sydney Suppliers/1 Hunter Region) in Oct. 2006
Current Market Activities - 2: Current Market Activities - 2 Japanese Newsletter
Up-date new products, destination information and topics from Sydney
(by Japanese Co-ordinator in H.O.)
Publish in Bi –Monthly basis
Distribute by Mail to trade & media (x 500)
plus E- Mail (x16,000)
Utilize products seminars
Current Market Activities - 3: Current Market Activities - 3 Familiarization Tours
Jointly projects with TA and airlines for
wholesalers and school teachers.
2005/06
Oct.05 JAL Slow Stay Famil. (JL)
Feb.06 Oz-Net Theme Famil. (TA/QF)
Mar.06 High School Teachers Famil.
(TA/QF/JL/TVIC)
2006/07
Oct.06 QF Agent Famil (QF/QHI)
Dec.06 HIS Counter Staff Famil (QF/TVIC)
Jan.07 JAL Slow Stay Famil (JL)
Mar.07 JQ Inaugural Agent Famil (JQ)
Oz-Net Famil (QF)
Current Market Activities - 4: Current Market Activities - 4 Seminars
Destinations & products seminars to wholesaler retail staff, school teachers jointly with TA and other STOs and Airlines.
2005/06
Oz-Net Seminar (TA/QF)
Destinations Seminar (QF Osaka)
Consumer Products Seminar (SIT Agent)
High School Teachers Seminar (TA/STO/QF/JL)
Incentive Groups Seminar (JTB/TA/STO/QF)
2006/07
Agent Operation Staff Seminar (QF/TA/STO)
Retail Agents Seminar (QF/TQ/TNSW)
Current Market Activities - 5: Current Market Activities - 5 Tactical Campaigns
Joint Sydney Campaigns with Wholesalers
and Airlines targeting OL, Family and HM markets.
SIT Tour Campaigns with SIT Agents,
targeting FIT and active senior market.
e.g. Golf, Hiking, Photo Shooting,
Flower & Garden, Driving
Current Market Activities – 6-1: Current Market Activities – 6-1 TA “Visit More of Australia” Campaign
Objective: To recover Sydney business via package tour
and deliver diversity experiences targeting on Experienced
Seekers.
Term : 2006 Shimoki (Oct’06/Mar’07)
Core Destinations: SYDNEY plus MEL, ADL, TAS
Experiences: City, Journey and Nature
Airlines: QF & JL
Wholesalers: 7 major wholesalers in TYO,NGO,OSA,FUK
Targets: 6,500 pax.
Promotion channels: TA Website & Transit & Newspaper Ad
TNSW Support: Collateral Production (Sydney Harbour Ferry & Cruise Guide)
Current Market Activities – 6-2 TA “Visit More of Australia” Campaign: Current Market Activities – 6-2 TA “Visit More of Australia” Campaign
Current Market Activities - 7: Current Market Activities - 7 Collateral
Educational Manual - School Tour Market
Sydney Harbour & Cruise Guide – FIT market
Sydney & The Rocks Walking Map – FIT and student market
Image CD – Up-date Images for wholesalers
Current Market Activities – 8- 1: Current Market Activities – 8- 1 Consumer Awareness Activity – Expose Sydney & Region
Media Activities: VJP (TA & TNSW) IMV (TNSW)
2005/06 Activities : VJP - 2 TV programs / 11 Magazines
IMV - 2 TV programs / 2 Magazines
Current Market Activities – 8- 2: Current Market Activities – 8- 2 Consumer Awareness Activities – Expose Sydney & Regions
Market Activities for the Balance of 2006/07 and Future Opportunities: Market Activities for the Balance of 2006/07 and Future Opportunities 1. Destinations & Products Promotion
Japan Sales Missions – Arrange regular visits by Destination & Product suppliers
Seminars & Trainings – Joint with wholesalers/TA/Airlines
Famil Tours – Products Testing for general and special theme products
Products Developments – Seven Experiences for Experienced Seekers
Japanese News Letter – Up-Date Information
2. Tactical Campaigns
3. Consumer Awareness Activities – Expose Sydney & Region
VJP (2TV & 6 Magazines) & IMV (2 Magazines & 1 Newspaper)
4. Collaterals
Regional destination information & products.
5. Japanese Website Development
6. Partnership Development – Non travel industry trade partners