1 Travel Sales with a fine-toothed comb library/EN...10 GfK Gruppe Retail and Technology „Reisevertrieb unter der Lupe“. Hery-Charles Eckert 7. März 2006 © GfK MS, Winter 05/06

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7. März 2006GfK Gruppe „Reisevertrieb unter der Lupe“. Hery-Charles EckertRetail and Technology

© GfK MS, www.gfkms.com

ITB Marketing & Sales Day

Hery-Charles EckertGfK Marketing Services11.03.06

Reisevertrieb unter der Lupe: Was buchen die Deutschen wirklich?

Travel Sales with a fine-toothed comb: What are Germans actually booking?

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2 Tourismus Vertriebspanel / Tourism Distribution Panel

3 Wozu Paneldaten? / What are Panel Data used for ?

1 Interessante Marktdaten / Highlights from Panel Data

Agenda

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Was buchen die Deutschenwirklich?

What are Germansactually booking?

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8



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source region

GfK Tourism Distribution Panel GermanySales Units% Summer Season 2006*

*Bookings from Jun05 – Jan06

21

14

14

19

15

15

TOTA

L

17

14

17

10

11

27

Balea

rics

35

2

31

38

21

Denmar

k

37

10

12

18

12

9

Easte

rn Eu

rope

9

13

17

13

18

28US

East

Coas

t

15

10

11

12

27

22

Italy

27

20

14

13

13

10

German

y

BadenWurttemberg

Bavaria

North-RhineWestphalia

North

Middle

East

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Winter 05/06 Summer 2006

4

22

655

25

5

Africa

Australia

Ground Travel

Far East

Caribean

Mid. & SouthAmericaNorth America

Short Distance

Others

15

74

6

GfK Tourism Distribution Panel GermanySales Units% Share of Touristical Regions*

*Bookings from Jun05 – Jan06

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cale

nda

r w

eek

Booking Index*

GfK Tourism Distribution Panel GermanyBookings from Jun 05 until 26th February

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

1,6

1,8

26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6 8

Cancallationshare %

New bookingIndex

Tour Operator Catalogue 06

Jun Jul Aug Sep Oct Nov Dec Jan Feb

*∅ booking cw 26 – cw 08 = Index 1

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Tourism Distribution Panel2

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Sample: consists of 1,200 travel agencies reflecting the real market situation as to weight and turnover, regional extension and the type of distribution (co-operatives, franchising systems, chains)

Data: more than 80,000 real bookings per week automatically collected

Analyses: 25 features combinable with 10 different facts and more than 15 Segments

Frequency: monthlyanalyses delivered within 10 working days after monthly cycle

weeklyanalyses delivered within 4-5 working days after weekly cycle

GfK Tourism Distribution Panel Germany

Basic Information

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Travel bookingsbasic Informationcontract with GfK

Interface ManagementTransaction Management

Add on tool for retailer

Panel Know HowQuality ControlExtrapolationInterpretation

Charting

Data export

Mid office /Back officeInternet

Information

GDSamadeus / GALILEO / SABRE / Worldspan ...

SupplierGovernment

etc.

RetailerTravel

agencies

GfK Tourism Distribution Panel GermanyData Delivery

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GfK Tourism Distribution Panel Germany

Milestones of Panel Development15

Sep 2004 Basic study about market structure

Mai 2005 Contracts with Chains and Buying Groups

Aug 2005 Pilot Customers for Panel

Dec 2005 1200 Travel Agencies delivering Data

Jan 2006 Panel opens to the Market

Mar 2006 ITB Presentation

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Wozu Paneldaten? What are Panel Data used for ?

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50

70

90

110

50

70

90

110

Source: Consumer Survey by EU Commission, Indicator by GfK Marktforschung

GfK-Indicator Spending Plans for HolidaysGermany

Indicator pointsIndicator points

96 97 98 99 00 01 02 03 04 059594 06

Average 1994-2005

© by GfK Marktforschung

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GfK Tourism Distribution Panel GermanyQuestions to be answered in a Competition

Does my Region / Country participate from increasing Market?or do you have to plan additional Marketing efforts?

Where to place my Marketing activities?

Do we need more Families or not?

Which price segment should be increased?

Should we develop more possibilities for short trips?

When should we start with our campaigns?

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Thank you for your attention

ITB Kongress, Hery-Charles Eckert, 11.03.06

Documents

1 Travel Sales with a fine-toothed comb library/EN...10 GfK Gruppe Retail and Technology „Reisevertrieb unter der Lupe“. Hery-Charles Eckert 7. März 2006 © GfK MS, Winter 05/06