Mise en page 1 - Portail des professionnels du tourisme Paris Île

Transcription

AVRIL 2008
COMITÉ RÉGIONAL DU TOURISME PARIS ILE-DE-FRANCE
11, RUE DU FAUBOURG POISSONNIÈRE - 75009 PARIS - TÉL. 01 73 00 77 00
CITY BREAKS
PROFILES AND BEHAVIOUR
OF CLIENTELE FROM THE UK,
GERMANY AND SPAIN
CRT Paris Ile-de-France
IPSOS Marketing
With nearly 33 million hotel check-ins in 2007,
Paris Ile-de-France (Paris and its surrounding region) remains
the leading worldwide tourist destination. The Comité
Régional du Tourisme (CRT - Regional Tourist Board), while
pleased with this excellent result, is still seeking to do better.
How? By developing visitors' loyalty with an updated, enhanced and appealing
range of tourist products, and through a communication program adapted to
the visitors' requirements.
This loyalty-development programme requires detailed analysis of the behaviour
of different clienteles and of the potential they represent. Leveraging these
results, the CRT and its professional partners in Ile-de-France can implement
activities that are perfectly focused, and therefore more effective.
To this end, the CRT conducted a study based on its three top-priority European
markets: the United Kingdom, Spain and Germany.
800 people from each of these countries were interviewed in autumn 2007,
with the objective of defining their profiles, their attitudes with respect to travel
and their behaviour in the context of city breaks (short duration urban holidays),
in Europe and in particular in Paris.
1.
LESÉTUDES
P. 2
Paris, the leading European city break
destination
More than a third of German and UK travellers took between three
and five city breaks in Europe over the last five years.
The leading consumers of city breaks abroad are the residents of Germany
and the UK. One third of them take such trips two or three times annually.
The residents of Germany and the UK are also the most frequent travellers:
5% travel in Europe at least once a month. On the other hand, the Spanish
are more oriented toward domestic tourism. A majority take only one city
break during the year.
THE IMAGES
OF MAJOR CITIES
Although most of those polled say that they intend to visit Rome,
the fact is that Paris, the "City of Light", is the top city break
destination, ahead of Amsterdam and Barcelona for the UK travellers,
Prague and Vienna for the Germans, and Lisbon and Rome for the Spanish.
For a majority of UK and Spanish travellers, Paris is the most recent city break
destination, while for Germans, Paris is listed after Prague, tied with London,
Rome and Vienna.
Rome is described as a romantic
destination, abounding in
monuments and museums.
Perception of Paris and London by Germans
It is considered the ideal destination
for those who love classical art, and,
well ahead of Paris, the most
"quintessential" of major European
cities.
The image of Paris is more
comparable to that of London,
even though Paris is perceived as
being somewhat less modern.
However, compared to the English
capital, Paris benefits from an image
that is stronger in terms of cultural
heritage. The City of Light retains
its reputation as a "romantic"
destination, trendy and cutting edge.
The quality of its shopping and its
gastronomy is much appreciated,
but Paris is considered expensive
(primarily by the Spanish).
But London does not escape this
criticism either, according to the
three different clienteles surveyed.
On the other hand, the English
capital has a strong reputation for its
profusion of musical activities.
Finally, Paris and London have a
comparable image in terms of
shopping.
Meanwhile, Barcelona and
Amsterdam are considered first off
as festive.
As for Berlin, those surveyed
consider it to combine tradition
and modernity, describing it
simultaneously as a festive, musical
destination, with abundant
museums and monuments,
well-suited to those who appreciate
contemporary art and design.
A romantic destination
Nothing
in particular
78
68
An incomparable
art de vivre
Profusion of
musical activities
Trendy
42
For lovers
of classical art
13
13 7
12
33 11 2
10
14
46
33
33
31
9
For shopping
53
53
54
43
36
A place to live it up
For lovers
of gastronomy
62
69
An expensive city
49
57
43
Abundant museums,
monuments
For lovers
of contemporary
art, design
45
A combination
of tradition
and modernity
Paris
London
A dream destination
Perception of Paris and London by Spaniards
A romantic destination
Nothing
in particular
67
An incomparable
art de vivre
Profusion of
musical activities
For lovers
of classical art
A place to live it up
Trendy
For lovers
of gastronomy
45
35
38
40
14
8 6
7
14 13 1
17
12
29
27
24
12 29
30
25
30
40
45
54
46
54
For shopping
An expensive city
42
Abundant museums,
monuments
For lovers
of contemporary
art, design
A combination
of tradition
and modernity
Paris
London
A dream destination
2.
LESÉTUDES
P. 3
THE CHOICE
OF DESTINATION
How do tourists
obtain information?
What has inspired their travel
plans?
Parents or friends, Internet, guidebooks...
these are the principal sources of information. However, each nationality has its own tendencies.
UK tourists rely primarily on the Internet, while
Germans are more likely to consult brochures and
guidebooks. The Spanish tend to trust the advice
of family and friends, as well as that of travel
agents.
Cultural visits are most important for a large
majority of travellers. The other reasons cited
differ depending on their nationality.
UK tourists trust their experience; the Spanish trust
recommendations and other advice. Germans are
motivated by gastronomy and art de vivre.
What kind of Internet sites do
they visit?
Search engines and city information sites are
the most widely used.
In third place are discount travel sites for UK and
Spanish tourists, and hotel chain sites for
Germans.
While Spanish travellers most often refer to newsletters, forums and blogs, UK travellers – who are
rather adept Internet users – are the least numerous to consult these types of sites.
How do travellers choose their
destination?
The principal criteria shared by the three clienteles
when choosing their destination are the art de
vivre and gastronomy, a warm welcome, discovering unique aspects of local life,
museums and monuments, and prices.
Cultural and sporting events are also important,
rated even higher than shopping. While Germans
are not particularly attracted by promotional
offers, 81% of Spanish and 65% of UK residents
consider them important.
Have they already visited their
destination?
Germans are the most likely to plan a city break
where they have been before, and Spanish the least
likely. If Rome is the destination that tourists most
long to visit, it is also the city with the highest proportion of first-time visitors.
On the other hand, Paris is the top city for frequent return visits.
The figures bear this out: UK tourists have already
come to Paris Ile-de-France 2.6 times, Germans 2.8
times and Spanish 1.5 times.
PURCHASING
A CITY BREAK
When do travellers make their
reservations?
If, in general, Germans make travel reservations early (over two months in advance),
they reserve somewhat later for their visit to Paris.
UK and Spanish travellers make reservations less
than a month before the trip begins.
How much do they spend?
Over 40% of UK and German tourists spend less
than 500 € per person (transportation and
accommodation included). The Spanish spend
more: from 500 € to 999 € for 38% of them.
What type of trip
do they choose?
How do they purchase it?
The majority of UK (63%) and German tourists (47%) prefer individual travel.
The Spanish are equally content with individual and group travel (38% and 37%).
While a third of tourists choose a package including transportation and accommodations, 38%
of those from the UK, 22% of Germans and 20%
of Spanish prefer to purchase their transportation
and accommodation separately. 55% of UK residents and 47% of Germans purchase their transportation and accommodations directly from a
provider. The Spanish have a higher tendency to
go to a travel agent (48%). Finally, UK residents
are the most likely to make their travel purchases
online.
3.
LESÉTUDES
P. 4
THE COURSE OF THE VISIT
What mode of transport
do they use?
Approximately two thirds of UK and Spanish
visitors, and more than half of Germans have
stayed in Paris proper. When the accommodations are located outside of Paris, in 7 out of
10 cases they are located in the inner suburbs.
UK and Spanish residents travel mainly
by air, while Germans prefer road transport
(automobile and coach).
UK residents take the train more frequently
and more of them use this transport mode when
they come to Paris, which is logical in view of the
high-speed rail service linking the two capitals.
How long do they stay?
The average length of stay is 4.3 nights for UK
visitors, 4.4 for Germans and 4.5 for Spanish.
In Paris Ile-de-France, the average stay is
shorter: 3.5 nights for UK visitors, 3.8 for
Germans and 4.4 for Spanish.
With whom do they travel?
In general, they travel with their partner
(over 40%), or with friends (less than a
third). These figures are independent of
nationality or destination.
What are their activities?
What type of accommodation
do they choose?
Outings, exploring the city and shopping are
the three favourite activities of UK tourists.
This is independent of their destination.
German and Spanish tourists are primarily
interested in exploring the city. This is
followed in order by gastronomy, art de vivre
and outings. Markets, flea markets, second-hand
markets and guided tours of neighbourhoods are,
on a smaller scale, attractive for all three
clienteles.
Over 4 out of 10 German and Spanish tourists
travel "to live it up". Finally, UK and Spanish
tourists are the most likely to participate in
themed workshops (nearly 2 out of 10).
No matter what the destination, over three
quarters of those surveyed stayed in
commercial accommodations. More than six
travellers out of 10 chose to stay in a hotel.
The proportion is even higher in Paris.
For all destinations, the three clienteles readily
selected top-of-the-range hotels. In Paris,
3* hotels are preferred by UK and German
visitors, while Spanish visitors prefer to stay in
4* hotels. 20% of Spanish and 10% of German
and UK visitors stayed in parents' or friends'
homes (the main type of non-commercial
accommodations). Meanwhile, UK travellers are
the most likely to stay in chambres d’hôtes (bed
and breakfasts) (9%) and to make apartment
exchanges (2%).
In Paris Île-de-France
UK clientele
Average number
of activities
German clientele
5.1
1. Exploring the city (77%)
2. Outings (75%)
3. Shopping (66%)
4. Gastronomy
and art de vivre (61%)
5. Cultural activities (54%)
Average number
of activities
5.5
1. Exploring the city (91 %)
2. Gastronomy
and art de vivre (82 %)
3. Outings (75 %)
4. Cultural activities (68 %)
5. Shopping (54 %)
Spanish clientele
Average number
of activities
5.9
1. Exploring the city (93 %)
2. Gastronomy
and art de vivre (72 %)
3. Outings (72 %)
4. Shopping (68 %)
5. Cultural activities (64 %)
4.
LESÉTUDES
P. 5
RATING THE PARIS
ILE-DE-FRANCE
DESTINATION
96% of Spanish and UK visitors are
"satisfied" with their holidays in Paris
Ile-de-France; 75% and 68% profess to be
"very satisfied". The same holds for
Germans, of whom 97% are "satisfied".
On the other hand, the proportion of
"very satisfied" Germans is only 44%.
Nearly one person out of four considers that
there is no potential improvement that could
make Paris Ile-de-France more attractive.
UK visitors cite some problems with public
transportation. Germans tend to reproach the
quality of services (communication problems,
language barrier, lack of publicity material,
etc.). Spanish visitors are more critical: they
consider prices to be too high (in particular for
hotels), and berate the quality of services and
public transportation.
POTENTIAL OF THE PARIS ILE-DE-FRANCE DESTINATION
UK residents
Germans
Spanish
Have you already
gone on holiday
to Paris Ile-de-France?
Have you already
gone on holiday
Have you already
gone on holiday
(based on city break travellers)*
Yes 44 %
Yes 38 %
Yes 49 %
Want to
come back:
79 %
No 56 %
Want to
come back:
50 %
Want to
come back:
66 %
No 62 %
Want to
come back:
41 %
Want to
come back:
74 %
No 51 %
Want to
come back:
61 %
>
>
>
PARIS ILE-DE-FRANCE, DEVELOPING VISITOR LOYALTY
• The top European city break destination
• A destination with extremely high satisfaction rates
• The city where tourists return most often
5.
LESÉTUDES
SEGMENTATION
Typology of the UK clientele
Travel frequently
on city breaks
High potential
for loyalty
development
What is "typology"?
Weak intention
to visit Paris
Well-off travel oriented families
24 %
Typology is a method that allows
classification of individuals into
the most uniform groups possible in
terms of profiles and behaviour.
How is it carried out?
Typology simultaneously considers attitudes and motivations (explanatory
variables: I am interested in architecture
and design) and behaviours (explained
variables: I have already stayed in Paris
Ile-de-France).
Inspired
young people
28 %
Strong intention
to visit Paris
Passives
31 %
Weak potential
for conversion
Young people,
not yet independent
17 %
Travel infrequently
on city breaks
Why is it useful?
Typology is directly operational: a group
corresponds to a marketing target.
We therefore distinguish groups of
clients having:
- a potential for conversion
(tourists who have never come to
Paris Ile-de-France but who would
like to)
- a potential for loyalty development
(tourists who have already stayed
in Paris Ile-de-France and who
intend to return).
Therefore, the results allow us to design
a product fitting the needs of each
group of clients and to create a specific
communications campaign.
How do I interpret
these charts?
A circle represents a homogeneous
group of tourists, based on two axes:
- the frequency of departure on city
breaks in Europe
- the intention to visit Paris Ile-deFrance.
The size of the circles is proportional to
the magnitude of the group.
Their position in the chart indicates the
potential that the group represents for
our destination.
Inspired young people (28%)
Single (age 25-34), high-income group, highly educated. They are
interested in architecture and design, leave on their own, are inquisitive
and independent in their information searches and reserve at the last
minute on the Internet.
They frequently take city breaks in Europe, notably to meet parents or
friends. They have already visited Paris Ile-de-France and expect to come
back.
> Strong potential for loyalty development
Well-off travel oriented families (24%)
Well-off clientele who leave frequently for city breaks in different places,
interested in culture and exploring the city. With no particular budgetary
constraints, they prefer all-inclusive holidays. They have already visited
Paris Ile-de-France but do not have a firm intention to return.
> A real potential, but loyalty development is difficult
(capricious clientele)
Young people, not yet independent (17%)
Aged 16-24 and living in London, they face strict budget constraints.
They travel infrequently, mainly with their family, and stay at the home of
parents or friends. They are highly attuned to promotional offers and prefer package or all-inclusive holidays.
They have never visited Paris Ile-de-France but have a strong intention to
do so.
> Interesting potential from a conversion perspective
(levers: shopping and amusement parks)
Example: the green area of the chart
corresponds to a strong potential for
developing customer loyalty.
6.
LESÉTUDES
Typology of the German clientele
Travel frequently
on city breaks
High potential
for loyalty
development
Frequent travellers
15 %
Weak intention
to visit Paris
Trendy families
19 %
Weak potential
for conversion
Working-class
families
20 %
Opportunists
10 %
Strong intention
to visit Paris
Young people
into nightlife
16 %
Organized
senior citizens
20 %
Travel infrequently
on city breaks
Frequent travellers (15%)
Single and without children (aged 65 and over), they live in Hamburg or Berlin. Inquisitive, open-minded and independent, they frequently travel with friends for city breaks, like to come back to the same place, and make reservations on the Internet. They have already visited Paris and intend to come back.
Trendy families (19%)
Married couples with a dependent child, they frequently travel to the same place, are independent with the reservation process (Internet) and attuned to promotional offers. They are particularly interested by cultural activities, design
and shopping. They have already visited Paris and have a strong intention to come back.
Organized senior citizens (20%)
Retired (aged 65-70), living in the Mayence region. They travel with their family and have a conservative, safe mentality. Therefore, they purchase all-inclusive holidays and organize them long in advance. They have never visited Paris
Ile-de-France but have the intention to do so.
> Strong potential for conversion (through all-inclusive holidays)
7.
LESÉTUDES
Typology of the Spanish clientele
Travel frequently
on city breaks
High potential
for loyalty
development
Weak intention
to visit Paris
Wandering senior citizens
21 %
Trendy
families
22 %
Dynamic
young people
19 %
Weak potential
for conversion
Strong intention
to visit Paris
Young people,
not yet independent
12 %
Nationals
17 %
Passives
9%
Travel infrequently
on city breaks
Trendy families (22%)
Married couples (aged 35-44) with two children, high-income group, live in the northeast of Spain, in Barcelona.
They have numerous centres of interest, travel frequently for city breaks in Europe and do not hesitate to return to
places they liked. Attentive to promotional offers, they prefer last-minute trips, generally reserved on the Internet.
They have already visited Paris Ile-de-France and intend to return.
Dynamic young people (19%)
Under 35 years of age, they travel with friends, have a certain level of budget constraints, are sensitive to
last-minute promotional offers and reserve on the Internet.
They have never visited Paris Ile-de-France and have the intention to do so.
> Strong potential for conversion (levers: shopping, art de vivre and gastronomy, festivals,
discovering current day local and cultural life)
Passives (9%)
Aged 45-54, living in the Valencia region, they travel as a couple and do not frequently leave on city breaks in
Europe. They buy all-inclusive holidays, do not have a well-established set of criteria and do not favour any
particular activity. They have never visited Paris Ile-de-France but have a strong intention to do so.
> Real potential for conversion but difficult to implement
METHODOLOGY
1. An omnibus survey allowing estimation of the proportion of tourists in the general population
who have already visited Paris Ile-de-France.
2. A telephone survey of 800 people per country, aged 15-70, who have taken a city break in
Europe during the last five years.
Document édité par le Comité Régional du Tourisme Paris Ile-de-France, Direction de la Communication. Directrice de la Publication :
Henriette Zoughebi, Présidente du Comté Régional du Tourisme Paris Ile-de-France et de l’Espace du Tourisme d’Ile-de-France. Contact :
Sandrine Chausson, Direction Marketing, Responsable Pôle Etudes - Observation - [email protected].
Photos CRT : Maisant, Larrayadieu, Charaffi, Tripelon-Jarry, Thierry. Marceau Bastille.
Maquette, réalisation :
www.bp-art.com. ISSN 1956-2322.
www.new-paris-idf.com
8.
LESÉTUDES

Mise en page 1 - Portail des professionnels du tourisme Paris Île

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