MarketScan Russia The Hague, April 2013

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1 MarketScan Russia 2013 The Hague, April 2013

2 NBTC Holland Marketing NBTC Holland Marketing (NBTC) NBTC is responsible for branding and marketing the Netherlands nationally and internationally. Using the 'Holland' brand, NBTC puts the country on the map as an attractive destination for holidays, business meetings and conventions. We carry out marketing activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions. In cooperation with public and private partners, we attract visitors who spend money in Holland. We cultivate countries and regions that supply the most visitors to the Netherlands. Based on this philosophy, NBTC is active in Europe, North America, Asia and South America (Brazil). MarketScan Russia 2013 Inside knowledge of the Russian travel market is essential in order to gain access to this market. The MarketScan Russia 2013 offers relevant information about this country and its travel market to organisations in the travel industry and others. In this MarketScan, you will find a brief overview of the travel market as well as an insight into trends and developments. Inhoud MarketScan Russia in a nutshell 3 Russian travel market 4 Outbound travel market 6 Internet and travel 7 Incoming tourism to Holland 8 Holland as a vacation spot 11 Image of the Dutch people 12 Business trips to Holland 13 Trends and developments 14 Destination Holland: SWOT 15 References 16 Contact 17 This MarketScan was put together by NBTC Research. 2

3 Russia in a nutshell Population The Russian population has shrunken from million persons in 1993 to in For a long time, the number of births had been lower than the number of deaths. From 2010, the population shows growth again. In 2012 Russia has a population count of 143 million inhabitants of which 26% live in rural areas. Moscow is the biggest city with over 11 million people, followed by St. Petersburg with 5 million and Novosibirsk with 1.5 million people. Millions of Russians live abroad; most of them in former USSR countries, Germany, the US and Israel. (Source: Federal State Statistics Russia, 2013) Exchange rate Euro-Ruble 1 = RUB Economy In 2010 and 2011 the Russian economy grew by 4.3% per year. Also from 2012 until 2017 growth is being expected with percentages ranging from 3.7% until 3.9. (Source: IMF, October 2012) ( April 2013) 3

4 Russian travel market (1) History The fall of the Sovjet-Union in 1991 caused a pent-up demand for travel to western countries. In earlier times Russians only traveled to communistic (friendly) countries. As average incomes are increasing, the amount of trips to western countries is increasing even faster (apart from the economic downturn). Aviation Aviation has always contributed a lot to the growth of both Russian domestic and outbound travel. In case of an outbound trip half of the Russian travelers use an airplane as means of transport. (Source: Federal State Statistics Russia, Goskomstat, 2013) 20% of population is able to travel abroad According to various estimations about 20% of the Russian population is financially able to travel abroad. Those who can, make multiple trips abroad per year. This corresponds to the results of Public Opinion Fund, in which 79% of the Russian said they have never travelled abroad. The survey mentions the high number of Russians that does not speak any foreign language (83%) as one of the possible motives for not traveling abroad. Though, the number of trips abroad is growing. The development is related to the economic growth. In 2008, the number of outbound trips decreased because of the recession. In , the number has increased again. A continuing grow in 2012 is being expected. (Source: Association of Tour Operators of Russia, 2011) Tourists mainly coming from large cities The crucial factor for growth in outbound tourism in Russia is stable annual income across the country. The main consumers of tourism services are still located in the large (over 1 million people) cities; rural areas suffer from higher unemployment and lower salaries. (Source: EuroMonitor International) More than 40% of the outbound travelers are coming from Moscow. After that, most travelers come from St. Petersburg. Many Russian trips are decided and booked at the last minute This causes a preference for destinations that do not require visa. Popular destinations such as Turkey and Egypt already offer visafree travel or visas on arrival for Russians. (Source: ETC Market Insights: Russia, June 2010) 4

5 Russian travel market (2) Russians like shopping (especially souvenirs, clothes, shoes and accessories and jewelry). Almost a quarter of the travel budget abroad is spent on shopping. Besides the Chinese, Russians spend most on international shopping (source: Young Russian people speak English fairly well, elderly people from the Sovjet-regime most likely don t. Learning foreign languages was not being encouraged during this period. This makes information in Russian more than welcome/necessary Because more and more Russians travel abroad the expectancy level changes. Russians are more attracted to unknown places. They prefer individual traveling in which the experience is more important than the costs While choosing a destination Russians tend to look at the climate (beach holidays are popular), price level and historic/cultural attractions first. More experienced travelers are focusing more on transport, possibilities for shopping and the trendyness of a destination The Russian labor force has an annual 24 days off, which are often taken attached to national holidays Holidays tend to shorten every year and instead, Russian undertake several holidays a year. 5

6 Outbound travel market In total Russian made 29,9 million trips abroad in 2009 This includes day trips. Compared to 2008 this means a decrease of 18%, after an average growth of 11% per year from 2001 to Main cause of the decrease is the economic downturn. In 2010, the number of outbound trips increased again. (Source: ETC, Market Insights Russia 2009) Spend during stays abroad decreased Russians spend 42.8 billion US Dollar during international stays. Globally, Russia takes the 5 th place. (Source: UNWTO 2013) International tourism expenditure (US$ billion) 2012* Russian expenditure on travel abroad reached 42.8 US$ billion in With this result, Russia takes 5th place in the ranking of international tourism spending. * Preliminary results (UNWTO, April 2013) Holiday main reason to make trip Over three quarter (76%) of the stays that Russians made abroad in 2009 was a holiday. 13% of trips concerned business stays, the remaining mostly stays with friends and relatives. (Source: IPK, 2009) Germany most popular western destination A quarter of all outbound trips has a country belonging to the former USSR (CIS) as destination. Ukraine is most popular among them. China is the most popular non-cis destination. In terms of holiday type, trips to the sun are most popular, according to the large number of Russians travelling to Turkey and Egypt. (Source: IPK, 2009) Asia becoming more popular In 2010, the largest increase in number of Russian tourists was seen in Thailand, Dominican Republic and Vietnam. (Source: Association of Tour Operators Russia, 2011) (Source: IPK, 2009) 6

7 Internet and travel Internet use The internet usage in June 2012 has increased compared to mid-2011: 68 million Russians had access to the internet, which accounts for 48% of the population. This share was 43% in June (Source: Internet World Stats, 2013) The share of Russian smartphone-owners is low (11% estimated by FOM) but increasing. Internet users / mobile internet users per age group: years 86% / 51% years 84% / 45% years 72% / 26% years 57% / 12% years 34% / 5% 55+ years 10% / 1% (Source: New Media Trendwatch, November 2011) Recommendations and Internet most important travel information sources When searching information for trips, recommendation from friends and relatives is very important (68%). Also Internet is being used a lot (66%), mainly to compare prices for transport and accommodation and check reviews. Mass-media and travel agencies both reach a quarter of the Russian travel market. (Source: Romir, june 2009) Online travel market deals with obstacles The online travel market has great potential in Russia. However some obstacles have to be dealt with. Bookings for outbound trips are being made mostly at the desk of a tour operator or travel agency. The online travel market deals with some obstacles. Besides technological difficulties (e-commerce is not well developed in Russia), the necessary visa for most foreign destinations encourage booking via a travel agency for support. Also personal advice is being preferred, possibly because of the inexperience with traveling abroad. Many Russians travel abroad for the first time. The volume of Russian e-commerce is small: only 3-5% of air tickets are ordered via Internet. (Sources: EyeForTravel, 2008 & 7

8 Incoming tourism to Holland (1) Russia is the 10th country of origin in terms of visitors to Holland Russians form 1.4% of all overnight visitors to Holland. This share is expected to increase in the coming years. (Source: CBS, 2012) Spread visits Russians visit Holland fairly equal throughout the year, only in the first quarter somewhat less. (Source: CBS, 2010) Development number of guests from Russia to Holland (x 1,000) okt-dec 25% jan-mrt 21% (Bron: CBS, 2012) guests nights jul-sept 25% apr-jun 30% 162,000 Russians visited Holland in 2012 This concerns both visits of Russians with business or leisure motives. After a decrease of the number of Russian overnight guests in 2009 due to the recession, the number shows a positive development in 2010 until Also for 2013 growth is being expected (+10%). 8

9 Incoming tourism to Holland (2) Average length of stay is 2.1 nights On average Russians stay 2.1 nights in Holland. On average, visitors with business motives spend less time in Holland than visitors with leisure motives. (Source: CBS, 2012) 74,000 94,000 99,000 Hotel main accommodation It is estimated that about 95% of Russians stay in hotels during their stay in Holland. They stay mainly in three and four star hotels. (Source: CBS, 2012) The Hague Rotterdam 5,000 4,000 5,000 4,000 4,000 6,000 Utrecht 1,000 1,000 2,000 Number of visits in: 2010 Number of hotel stars Russian visitors (source: CBS, 2012) 5% 3% 7% 33% 39% 13% Maastricht 0 0 1,000 (Source: CBS, 2012) Amsterdam most popular Almost 7 out of 10 of Russians stay in one of the five main Dutch cities. Amsterdam receives most Russians (99,000). This is 5,000 visits more than last year. (Source: CBS, 2012) 9

10 Incoming tourism to Holland (3) Seats Flights (departures) Source: Capstats.com Please note: the figure above gives insight into the total capacity in terms of seats and flight departures, but not into the occupation. The flight capacity (both seats and flight departures) from Russia to Holland has increased a lot from 2008 until After 2010, the number of seats increased just slightly and the number of flights stabilised. 0 (source: NBTC, survey of inbound tourism from Russia, 2006) 10

11 Holland as a vacation spot offers a lot in terms of nature (reserves) high quality culinary range good price/quality ratio in hospitality lots of (window) shopping possibilities offers a lot to be active\sporty short breaks 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% hospitable country family-friendly expensive well accessible surprising destination Holland linked a lot to tulips, windmills and clogs 8 out of 10 Russians* associate Holland with mainly tulips, windmills and clogs. Besides that, many Russians* believe that Holland has got more to offer than Amsterdam. Relatively few Russians* think Holland is expensive, but also few think Holland offers a good price/quality ratio in hospitality. * Russians from Moscow and St. Petersburg (NBTC Holland image study, 2012) Russia total mainly tulips, windmills and clogs easy going many things in close proximity offers a lot in terms of good quality architecture and design offers a lot in terms of art variety, diversity and culture more to offer than A'dam good service For more information on this image study, visit for the summary and infographic. 11

12 Image of the Dutch people Most Russian* people consider the Dutch tolerant, friendly and hospitable/welcoming. sporty reliable 90% 80% enterprising Relatively low scores were given by the Russians* for reliable and internationallyoriented. 70% pragmatic/result-oriented 60% 50% innovative * Russians from Moscow and St. Petersburg (NBTC Holland image study, 2012) 40% 30% internationally-oriented 20% 10% open Russia total 0% businesslike tolerant arrogant hospitable/welcoming helpful ingenious/inventive For more information on this image study, visit for the summary and infographic. friendly 12

13 Business trips to Holland Number of business trips is increasing During the first nine months of 2011 over one million Russians went Abroad for business reasons, which is 11% more than during the Same period in (Source: Rosstat, 2011) In the three quarters of 2012; 904,236 business trips were made. (Source: Federal State Statistics Russia, 2013) Russia s business travel is worth $7 billion market and is expected to grow over the next few years, with domestic and foreign companies saying their executives will travel for business more due to the expansionplans of their firms. (Source: The Moscow Times, February 2013) Business events Most popular destinations for business events are Turkey (9% market share), France (7%), Germany (6%), Italy (5%), UK (5%) and Spain (5%). (Source: aigroup 2007) Incentive travel Incentive travel increase heavily in Russia. Because travel has long been impossible for many Russians incentives are nowadays an important means of reward and motivation. Almost half of Russians visit Holland with business motives 46% of Russians that leave through Schiphol visit Holland with business motives. 41% of which are business organized trips (MICE), 70% are individual organized trips*. In total, it is being estimated that 56% of all trips are holidays, 25% are business trips and 19% are other trips (for example visiting friends and relatives). Please note that this percentage will be higher in reality, because many business travelers report to be travelling for leisure purposes to simplify visa and their processes. (Sources: NBTC, 2006 & IPK Russia Travel Monitor 2006) * These percentages do not add up to 100% because travelers can visit Holland with both MICE- and individual motives For more information on the business market, visit our MC&E scan on 13

14 Trends and developments Economy is growing The Russian outbound tourism demonstrate positive dynamics. Decrease in the tourist activity was registered only in the crisis But in 2010 and 2011 it showed signs of stabilization/grow. For the coming years further growth is being expected, both for the Russian leisure and business outbound travel market. The (expected) growth of the Russian economy is a positive development for the development of tourism. Economic growth increases affluence what allows/will allow more (middle class) Russians to go on holiday abroad. Sunny destinations are popular In recent years the strongest growth in outbound travel was for sunny destinations (e.g. Turkey, Egypt, Thailand) and destinations that have no visa restrictions. A lot of trips are booked shortly in advance, making visa-restrictions a huge constraint. Russian travellers mostly young Most trips are undertaken by highly educated Russians younger than 50 years coming from Moscow or St. Petersburg. Older Russians often lack the means for traveling. Also Russian people tend to make multiple short holidays per year instead of one long trip. Especially during the cold winter months a lot of Russians look for a short break. Event-tourism (visits to fairs, festivals, events, etc.) grows in importance to Russian consumers. 14

15 Destination Holland: SWOT Strenghts Relatively stable political situation Holland and Russia are connected through daily flights from Moscow and St. Petersburg, which are also the more economically developed cities in Russia Long historic ties between Russia and Holland Dutch contemporary culture and historical heritage High popularity of Europe due to its rich cultural and historical heritage Weaknesses Visits to Holland require visa No direct connections between Amsterdam and other Russian cities than Moscow and St. Petersburg and flight capacity is stabilized since 2011 Awareness of Holland can be improved Lack of knowledge of the English language Perception of the price/quality ratio in hospitality is relatively low Opportunities Economic growth causes more Russian from the middle class that can afford outbound travel Russia - Holland Friendship Year 2013 Russian people become more positive towards western countries Concentration of population in cities (> 10 cities with more than 1 million inhabitants) Russians are interested in culture Russian travelers have high purchasing power and spend a lot on shopping Growing Internet usage Threats A lot of Russians travel abroad for the first time and choose large destinations like the UK or Germany Strong presence of other National Tourists Organizations on the Russian market and the preference of Russian to book directly with a travel agent All-in packages to countries with sun, beach and warm climates are very popular amongst the Russian Lack of hotel rooms in Amsterdam 15

16 References AiGroup, Association of Tour Operators of Russia ( BRIC expansion, Use of social media in Russia, 19 April 2012 ( Capstats.com ( CBS Statline, 2012 ( EuroMonitor International ( European Travel Commission (ETC), Market Insight Russia European Travel Commission (ETC), The Russian Outbound Travel Market European Travel Commission (ETC), Trends Prospects Q Eye for Travel, 2008 ( Federal State Statistics Russia, Goskomstat ( Global Blue ( Internet Worldstats, IPK, European Travel Monitor 2009 IMF, World Economic Outlook Database, October 2012 ( NBTC, De BRIC-landen: Nieuwe Markten, Nieuwe Kansen NBTC Holland image study 2012 New Media Trendwatch ( Ratanews ( Romir, june 2009 The Moscow Times, $7Bln Business Travel Market Set to Boom, 15 February 2013 UNWTO 2013 & UNWTO Barometer, June 2010 ( Valuta.nl ( Wisselkoersen.nl 16

17 Contact Added value NBTC NBTC can offer your organisation tailor-made advice, for instance: - Local network: trade and press - Local market opportunities, cultural expertise - Advice on marketing, communication - Co-marketing opportunity Contact NBTC For further details on the Russian market and Holland-marketing activities in Russia, please contact: NBTC Holland Marketing P.O. Box JL The Hague The Netherlands T:+31 (0) E: Contact at NBTC Holland Marketing Headquarters Ms. Ditte Ooms T: +31 (0) E: 17

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