Slide1: HOSPITALITY AND TOURISM
ADVISORY SERVICES e Introduction and Methodology
The Ministry of Tourism
Government of Israel
November 2006 Quality in Everything We Do
Agenda: Introduction
The Approach
The Methodology Agenda
Introduction: Introduction
Introduction: Introduction A Fully Integrated Team Fully integrated advisory team; three groups representing the best in class in their respective fields
Unparalleled team in terms of:
Global presence and resources
International and local knowledge
International experience in tourism development and marketing
Technical and process expertise
Proprietary models and unique tourism databases
Comprehensiveness of services offered
Capacity to serve the world’s largest and most demanding clients
The Research Team: A Fully Integrated Team The advisory team represents the best in class in their respective fields
Project management and infrastructure assessment
Policy, economic analysis and tracking & forecasting systems
Source markets and future marketing strategy The Research Team
The Research Team: Ernst & Young, LLP – Project Leader World’s largest professional services firm:
106,000 employees in 140 countries
Global Real Estate, Hospitality and Construction practice with 3,500 employees in more than 25 countries serving more than 4,000 clients
The Hospitality and Tourism Advisory Services group:
Advisor to the leading organizations in the hospitality industry
Knowledge leader in hospitality, tourism and leisure
Extensive international experience
Expertise in hospitality & tourism infrastructure development The Research Team
The Research Team: The Research Team Ernst & Young, LLP – Hospitality & Tourism Advisory Services Extensive international experience in:
Hotels
Resorts
Mixed-Use Developments
Convention Centers
Amusement Parks
Sport Facilities
Museums
Other Leisure Real Estate
The Research Team: Track global travel demand by origin and destination
Monitor and forecast tourism for 163 country markets
Conduct market strategy, investment policy, and tourism economic development analysis for destinations around the world. The Research Team Global Insight – Travel & Tourism Advisory
The Research Team: World Travel & Tourism Council
NYC and Company
Intercontinental Hotels Group
Kerzner International
Hilton Hotels
Abu Dhabi Tourism Authority
Travel Industry Association of America (TIA)
US Office of Travel & Tourism Industries
Hong Kong Tourist Board
Ontario Tourism Commission Canadian Tourism Commission
Singapore Tourism Board
Visit Britain
Dubai Tourism and Commerce Marketing
Various Resort Developers
American Express
Orlando CVB
Irish Tourism Board
Bahamas Ministry of Tourism
Turkish Association of Travel Agents The Research Team Short List of Global Insight Clients
The Research Team : The Research Team IPK International
Leading international tourism consulting group
Specialist in tourism research and tourism marketing for 35 years
Network of institutes and tourism consultants in all European countries, North America, South America, Africa and Asia/Pacific
Highly skilled researchers and statisticians having vast experience in conducting quantitative and qualitative surveys around the globe
More than 1,000 tourism studies around the globe successfully completed
Owner of the World Travel Monitor®, the world’s most comprehensive tourism data bank on the European, Asian and American outbound travel behavior
The Research Team: The Research Team IPK International Public Sector Clients:
Ministries,
Tourist Boards,
Other public organizations from more than 40 countries worldwide
Private Sector Clients:
Hotel Companies
Airlines
Tour Operators
Theme Parks and Other Attractions
Numerous other international clients
The Approach: The Approach
Holistic and Results-Driven Approach: Holistic and Results-Driven Approach Analysis and Practical Strategies Supply
- Hospitality & Tourism
Infrastructure
Aviation and Investment
Policy Demand
- Source Markets:
Demographics, Attributes,
Attitudes & Preferences
The Primary Research: Research in Fifteen Countries Interviews with 104 tourism industry stakeholders in Israel
135 site inspections of tourism infrastructure
500,000 annual interviews for World Travel Monitor survey
Survey interviews with a total of 8,400 respondents in 8 countries
18 focus groups in 8 countries
51 interviews with international tour operators in 8 countries The Primary Research
The main goal is…To substantially grow inbound tourism and to establish tourism as a leading engine of growth for the Israeli economy: The main goal is… To substantially grow inbound tourism and to establish tourism as a leading engine of growth for the Israeli economy
The main obstacle…Perception versus Reality: The main obstacle… Perception versus Reality
Israel – Current Perception: Israel – Current Perception
Israel – Current Reality: Israel – Current Reality
The Methodology for the Research of the International Outbound Markets: The Methodology for the Research of the International Outbound Markets
Slide20: Phase 1: Research of 17 International Key Markets based on IPK’s World Travel Monitor®
Phase 2: Further In-Depth Research of the 8 most promising Markets
Based on:
Qualitative Research ïƒ Focus Groups
Quantitative Research ïƒ Population Surveys
Trade Research ïƒ Tour Operator Interviews Methodology
Methodology of Phase 1: Methodology of Phase 1 Research of 17 International Key Markets the most important international outbound markets worldwide
the most important markets for Israel at present
markets having a high share of Jewish population
and
worldwide coverage: Europe (West and East) America, Asia The selection of the 17 outbound key markets was made according
to the following criteria:
Consideration of
Slide22: America
USA
Canada
Western-Europe
UK
Germany
France
Italy
The Nordic Countries
The Netherlands
Switzerland Eastern-Europe
Russia
Poland
Hungary Asia
China
India
Fulfilling these criteria, the following 17 int’l markets were selected (in accordance with the Tourism Ministry) These 17 markets represent
60% of all outbound trips worldwide
75% of the outbound trips to Israel
90% of the Jews living in Diaspora
Slide23: The 17 Int’l Key Markets were surveyed / analyzed regarding:
the general outbound travel behavior
the travel behavior to Israel
and as a benchmark
the travel to the most important competitors (Turkey, Greece, Italy, Egypt)
Method and Database:
IPK’s World Travel Monitor®
World Travel Monitor® Facts: World Travel Monitor® Facts The World Travel Monitor® is
an annual study surveying the outbound travel volume and travel behavior in all European and all important American and Asian countries, since 1988
representative of the population in each country
interviewing more than 500,000 consumers per year (15 years and older)
carried out via telephone interviews (CATI system)
applying the same questionnaire / method in all countries
World Travel Monitor® Facts: World Travel Monitor® Facts The World Travel Monitor® is
the sole and largest tourism information databank worldwide
providing comparable tourism data on European, American and Asian outbound travel behavior
Clients from the public and private sector are, among others: - The European Travel Commission (ETC) - The UNWTO - Numerous tourism destinations worldwide (Spain, Greece, Italy, Mexico, Brazil, etc.) - Tour operators (TUI, Thomas Cook, Kuoni, etc.) - Consultancies (McKinsey, Boston Consulting, etc.)
Methodology of Phase 2: Methodology of Phase 2 In-Depth Research of the 8 Most Promising Key Markets 8 markets offering the best opportunities for Israel were identified out of the 17 international Key Markets
Criteria for the selection (among others):
Size of the market / market prospects
Affinity towards Southeast Mediterranean destinations / Israel
Affinity towards specific products / holiday types
Religious affiliation
Spending behavior / share of high spenders
etc.
Slide27: America
US
Western-Europe
UK
Germany
France
Italy
Sweden Eastern-Europe
Russia Asia
China Based on these Criteria the selected 8 Markets were:
Slide28: In-Depth Research Program for each of these 8 Markets Qualitative Research
2 Focus Groups per country
In the US and UK 3 Focus Groups each
Slide29: Method of Focus Groups Per group 8-10 participants (consumers)
Men and women (approx. 50% each)
Different age groups (25-65 years old)
Middle and higher education and income classes
Religious affiliation (except for China): 2-3 participants practicing Christians / Evangelicals at least one representative of the Jewish population
Slide30: Method of Focus Groups All participants with travel experience to the Southeast Mediterranean (especially Egypt, Greece, Turkey)
All participants interested in a trip to Israel / at least 2–3 persons with travel experience to Israel
Selection / identification of participants:
in the scope of pre-screening / pre-interviews
Slide31: Conduction of Focus Groups The Focus Groups were conducted by institutes specialized in qualitative research (ICC/ESOMAR members) in the individual countries (under the guidance of IPK)
Each Group was guided and analyzed by an expert / psychologist specialized in qualitative research
All Focus Groups were conducted according to a guideline of topics
Slide32: Focus Group Tasks Determination of topics such as
awareness / perception of Israel
factors of attraction
factors of rejection
assessment of the different products / offers / holiday types
strengths / weaknesses of the offer
expectations towards the product
comparison with other destinations / competitors
etc.
as well as a
test of TV commercials
Slide33: 2. Quantitative Research
in each of the 8 markets In-Depth Research Program for the 8 Top Markets
Slide34: Sample of the Population Survey Only persons with outbound tourism experience last 5 years and / or intention next 5 years.
Sub-sample of Jewish / religious people, respectively Evangelicals (depending on the countries’ predominant religious group) The sample (in each of the 8 countries) was determined by a pre-screening.
The appropriate pre-screening questions were asked in a sample being representative of the population (according sex, age, regional distribution, etc.).
Slide35: Population Surveys At least 1,000 interviews per market
Telephone interviews (CATI method: Computer Assisted Telephone Interviews) in all markets
Random selection of the interviewees
Partner institutes of IPK, specialized in quantitative population surveys in the respective countries
All institutes following ICC / ESOMAR standards / codex
Slide36: Task of the Population Survey image of Israel
future interest potential for Israel
interest in different holiday products
factors of attraction / motives of Israel
relevance of religious motives
price image
travel season
accommodation preference
booking preference
future target groups Specific questions with regard to Israel were asked, such as
Slide37: Trade Research
In total for all 8 markets
Per market 5 – 8 interviews
In-Depth Research Program for the Top 8 Markets
Slide38: Method of the Trade Research In accordance with the client, important Tour Operators offering / not offering Israel were chosen for each market:
Slide39: The Tour Operator Interviews were conducted via telephone
with senior managers responsible for Israel / the Southeast Mediterranean
with the help of a guideline / questionnaire
Slide40: Task of the Tour Operator Survey image of Israel in the tour operator’s view
strengths / weaknesses of Israel
positioning of Israel vs. competitor destinations
interest in including / extending the Israel offer
expectation regarding sales support
aviation and lodging
etc. Determination of topics such as
Slide41: Method & Data Pool for the International Markets All in all
a very comprehensive data pool
with a high validity and reliability
allowing the development of secured marketing strategies
for Israel in the international markets