FRANCE REPORT MARCH 2013

Transcription

1 FRANCE REPORT MARCH

2 TABLE OF CONTENT Market news 3 Economic situation in March in France ( 3 French Tourism Market News 4 Competitors Destinations 4 Airlines 5 TRAVEL TRADE AND GENERAL MANAGEMENT 6 Fam Trips (Past) 6 Fam Trips (To come) 6 Workshops and Trainings 9 Euro-Dollar Exchange Rate 17 COMMUNICATION & PR 18 March Actions 18 Summary of articles 20 Communication & Measurement March Total Activity Summary March 22 TECHNOLOGY SUMMARY 24 Fulfilment Requests 24 Website Traffic Analysis 24 To come in April, May, June Appendixes 37 2

3 Market news Key figures ( Population: on January 1, 2013 Economic growth: -0.3% at 4 th quarter 2012 Inflation: +0.0% on February 2013 Unemployment: 10.6% at 4 th quarter 2012 Private consumption: -0.2% on February 2013 Industrial production: -1.4% on January 2013 Business climate: 86 on March 2013 (ave 100) Economic situation in March in France ( General economic situation in France: perception of the past decreasing, expectations stable In March, households opinion about the past general economic situation in France decreased by -2 points going back to the last November s level. These balances of opinion remained below their long term averages. Future unemployment: expectations still increasing In March, household s opinion expectation about the general economic situation in France reached its historical lowest level by decreasing (-3 points). It thus remained widely below their long term averages. The corresponding balance returned to its highest level since July 2009 exceeding the one in February. Inflation s appreciation: decreasing again In March, households were less numerous than in February to estimate that past inflation increased (-3 points). This balance approached its long term average after a 17 points decrease since September Nevertheless, their opinion about future inflation bounced by 7 points 3

4 French Tourism Market News Growth for the long haul destinations on the French market According to the Forward Keys/Interface Tourism survey, the French trends and habits reveals an increase (5%) on the long haul destination compared to last year at the same period. North America turned out to be the leading light destination with at the top the USA following by Canada at the second place. (Le Quotidien du Tourisme) Thailand remained the destination with the highest volume and the number of total pax in January Mexico arrived at the second place and the United States at the third one. Tourism in the world Economy The WTTC (World Travel & Tourism Council) forecast a growth of 3.1% of the tourism industry continuing the trend of out-performing the wider global economy which is set to grow at 2.4% in It still remained largely positive against a challenging economic backdrop. Le Mondial du tourisme The World Professional tourism fair took place from 21 to 24 March in Paris bringing together 480 exhibitors with new destination such as Peru, Venezuela, South Korea, or Vietnam. They all came for discovering new destinations and above all promoting their own and adding value to their country. Le Quotidien du Tourisme raised the fact that the USA or Egypt could not be present at the Mondial Tourism Fair (B2C) favouring the B to B ones. The Asian omnipresence at IT Berlin has been felt by the tourism actors. Many efforts were made by them proposing many activities related to the Asian countries. They then announced an increase of tourism frequentation (+9%). (Tour Hebdo) AS Voyages Workshop gathered 120 receptive where we can count on the top 5 some long haul destination such as Brasil, South Africa or Asia. (L Echo Touristique) Visit California didn t attend the trade fair, but gave a press kit for journalists that attending the events. Competitors Destinations Brasilia The country s B2C ecommerce sales should see double digit expansion this year and again in 2014 thanks to the FIFA World Cup soccer tournament. 4

5 Mauritius The Mauritius airport doubles its capacity by building a new terminal likely welcoming 4 million passengers per year. Polynesia The touristic activity progressed with an increase of 3.8% ( tourists). France is the principal emitter country. Thailand Regarding the SNAV and Atout France, Thailand booking increased (+81%) in terms of passengers and volume (+75%). (Le Quotidien du Tourisme) Airlines Air France / KLM In order to compete with the high quality of the Asian Airlines, the French airline company presents its renovation on the front class of the airplane of the long haul, therefore the first and the business classes. This transformation is thus based on new seats with convertible hull in beds of 2 meters. American Airlines For summer (June 12nd), American Airlines announced its new road with flights going to San Diego and Mexico. Thus, this airline company will carry out daily roundtrip between Miami and San Diego Airport with B airplane and a capacity of 150 seats. (Tourmag) British Airways In autumn, British Airways will go to Los Angeles and Hong Kong with its A380. They booked 12 A380 with 14 seats in first class, 44 for the business one, and 199 for the eco class. Passengers can already book their tickets with a special offer at $499 for Los Angeles and $559 for Hong Kong. (Businesstravel.fr) American airports Many articles deal with the budget cuts in the USA. The government declared on March 1 st a 5% decrease of the public federal spending for the year Many tourism actors such as the airport or museum will suffer from this declaration. Brand USA, in charge to promote the USA abroad will lose 5 million dollars of federal subvention on the 100 predicted. (Tour Hebdo) The Federal Aviation Administration announced the shutting of a hundred of control tower with a reduction of work time in order to deal with the budget cuts. (Le Quotidien du Tourisme) The decision of the White House and the Congress presents many impacts in American tourism activity. By reducing the work time of the staff (2 or 3 day per month), the national park service or the air transport will be touched leading airplane lateness, or line in the airports. (Tour Hebdo) Tour Operators La Française des Circuits offered a bottle of champagne for each Indispensable Ouest Amercain booking or Undispensable Californie. Special offers will be launch by them on tours. (Le Quotidien du Tourisme) 5

6 TRAVEL TRADE AND GENERAL MANAGEMENT OTP Visit california Registrations - Total Registered: Registered (with no activity): 1379 (57 %) Users active (started at least one course): 357 (14%) Users completed (all courses): 653 (28%) Users that have 100% of good answers: 245 (same as in February 2013) From March 1st to March 31th: 57 registrations EVOLUTION OF THE E-LEARNING WEBSITE S VISITORS A important peak of visits on the March 1st because we had a lot of registrations this day. Fam Trips (Past) South California: With Air Tahiti Nui from Janurary 26th to February 02nd. Florence Trouillard from Jet Set Voyages sent us her report following the Fam Trip. See appendixes 1: Report of the FAM Itinerary: LA, Santa Barbara, San Diego, Anaheim An has been sent to thank the partners who hosted the group during the fam. Uploaded on Sharepoint: eraries%20(final%20for%20imis)/travel%20trade/ /france%20and%20belgium/fam%20trip%20south%20california_january%2026t h%20february%202nd_air%20tahiti%20nui.pdf Fam Trips (To come) North Coast & Shasta Lake: With Air France from May 19th- 26 th, 2013 Final list of participants (7 in total) Mrs. Delphine BERTEUIL - BACK ROADS Mr. Christophe JULIEN - JET SET VOYAGES Mme.Claude Mazet - KUONI Mrs. Amandine RUIZ - LA MAISON DES ETATS-UNIS Mrs. Sophie KARAM - PLANETVEO 6

7 Mr. Denis POLLET - USHUAIA VOYAGE Mrs. Sihame HADDANE - VISIT CALIFORNIA Itinerary: Sonoma, Mendocino, Eureka, Crescent City, Mc Cloud, Shasta Lake, Sacramento. Requests have been sent to the CVB s. Premium Outlets, Sacramento, and Shasta Cascade already gave their OK to support the FAM. We already received the portion of itinerary of Sonoma (Hotel in Fairmont Sonoma Mission Inn & Spa) and are still waiting to receive the final itineraries for the other CVB s. Car rental Alamo offered 1 complimentary car for the trip. We ll rent a 2 nd vehicule apart. Airlines Air France already edited all the airline tickets. High Sierra: With Air France from June 1st-7th (Post Pow Wow) Final list of participants (14 in total) Mrs. Jennifer AUBRY- BACK ROADS Mrs. Nelly GAULIER - DIRECTOURS Mrs. Karine GUILLEMOT - EURAM Mrs. Vanessa LAÎNÉ - JET SET VOYAGES Mr. Geoffrey Duval - JET SET VOYAGES Mrs. Lise LE PENDEVEN - LA MAISON DES ÉTATS-UNIS Mr. Arnaud ROLLAND - SKI INFO (Journalist) Mr. Olivier THERY - USHUAIA VOYAGE Mr. Loïc CORNU - VOYAMAR Mr. Thierry MAILLET - LA FRANCAISE DES CIRCUITS Mr. Jacques TENDRON - TOURISMES.TV (Journalist) Mrs. Murielle NOUCHY - VISIT CALIFORNIA FRANCE Mrs. Sophie LEBOUCHER - VISIT CALIFORNIA FRANCE Mrs. Sihame HADDANE - VISIT CALIFORNIA FRANCE Mrs. Truong VINH TONG Béatrice - HERTZ Itinerary: North Lake Tahoe/South, Sonora, Coulterville, Mariposa, Yosemite, Bodie, Mono Lake, Mammoth Lakes Car rental Hertz decided to offer 3 complementary vehicules for the group. Airlines We received all the airline ticket from Air France Video campaign We agreed with tourismes.tv, that Jacques Tendron who attends the Fam will produce 2 videos of 3 minutes plus 6 times 20 seconds of shooting during the fam. These videos will be dislayed on: - Tourismes.tv during 12 months - On our Facebook page, twiiter, Lindedin and on our blog. 7

8 Travel Trade Portal Translations have been done on the Travel Trade Portal in order to allow the french visitors to connect with social login on the TTP. They now have the possibility to use their existing logins as usual or use the new social login tool Sales & Media Calls Nouvelles Frontières TUI France (Partnership Manager with Sandrine Hauzi) Visit California will offer 1 trip to Californie for 2 in partnership with Air France to a travel agent that will have to complete the E-Learning Program with success and win the sale challence California. Link to the e-learning: To win the trip, the travel agent wil be required to have 100% good answer to the E- learning that includes 5 specific questions about California and realize the most important number of passengers booking on the tour California Dream (Brochure Nouvelles Frontières Amérique du Nord) and/or the tour «Go West 15 jours». The challenge will last 2 month (End on June 15th, 2013). Link to the their interactive brochure: 8

9 Dispositive will include: ing newsletter (1,5 millions of readers) Pop-up California featured inside the travel agencies Specific questions about California included in the E-Learning Air France will partnered during this operation by offering 2 airline tickets. Workshops and Trainings La Française des Circuits The tour operators organized a dinner with their top travel agencies specialized in the US and Visit California supported the event by proving bottles of Californian Wine and printed materials including maps and visitors guide. Press articles from the Travel Trade magazine have been published to announce the event. The tour operator provided with the list of travel agencies who attending the events and pictures See the list of attendees in appendixe 2 9

10 Photos Jet Set Voyages (March 26 th, 2013) The tour operator organized a training for travel agencies and invited Murielle and Sihame to join for lunch in order to networking with them and distribute printed materials. 32 travel agents attended the event in total. Please see appendixes 3 Air France Training Day (April 9 th, 2013) Delegate CVB participants We have now 12 confirmed participants to the event: LOS ANGELES CVB, UNIVERSAL STUDIOS HOLLYWOOD, SAN FRANCISCO TRAVEL, SANTA MONICA, SAN MATEO COUNTY, SONOMA COUNTY, SEA WORLD SAN DIEGO, CityPASS, CENTRAL COAST, YOSEMITE CVB, PALM SPRINGS CVB and ALAMO. Hayley French from Los Angeles, Alison Nicholls will attend the event in person. Material and presentation Most of the delegates have sent their material and presentation for the event.the global PowerPoint presentation is now ready, and all the material is translated. Attendees Please see appendixe 4 Travel Agents/Tour operators: 124 confirmed their participation Staff: 17 Microsite on Travel Trade Portal : The microsite is online since November 22 nd, 2012 with all the details of the event and prize to win. 10

11 In March, the website dedicated to the "Air France & Visit California Training Day" has been visited 260 times. We can see a huge peak on March 21st thanks to a newsletter inviting French travel agents to the training day send by Tourmag.com on the database including Travel Agents and Tour Operators s sent Successful deliveries Openers s not delivered Total Number of Click 173 Number of people clicking (number of users) 144 Average number of hits by users 1,2 We ve also sent the same newsletter on our own database avril2013/index.html 11

12 On March 8th To people who did not open our firt invitations in Province (because it was holyday in Paris aera) Delivered 1366 / 1371 Clicks 0.7% (9/1366) Opening 9.4% (128/1366) Not opened 91% (1238/1366) On March 14th To people of province who not opened the latest + Paris Aera Delivered 1237 / 1238 Clicks 0.6% (7/1237) Opening 9.5% (117/1237) Not opened 91% (1120/1237) On March 26th 12

13 To people who did not open the latest . This one was focused on the trips to win Delivered 1119 / 1120 Clicks 1.6% (18/1119) Opening 8.7% (97/1119) Not opened 91% (1022/1119) We noticed that we have lost some visitors because of the step "Travel Trade Portal". Indeed, thanks to our CRM program, we can see when we send s which linked are clicked. and so on, we saw that people clicking on TTP linked did not connected to our dedicated website thanks to the image on TTP. Logistics Restaurant (Lunch): All the attendees will have lunch together in a restaurant located near the event venue at the Ibis Porte de Montreuil. Prize to win 2 trips to California for 2 have been offered: 1 NORTH CALIFORNIA San Francisco Travel 3 nights at the St. Regis Hotel and 3 nights at the JW Marriott San Mateo County: 2 nights stay in a San Mateo County Hotel for 2 people along with kayaking for 2 people 13

14 Sonoma County: 2-night stay at the Hyatt Vineyard Creek Central Coast: Prize will be known when the winner will be defined Yosemite: 2-Night Stay for two in a Bed and Breakfast Inn in or around Yosemite National Park (January thru May 2013), $200 gift certificate toward an Outdoor Adventure with the Yosemite Conservancy, Zipline for two at Yosemite Ziplines and Adventure Ranch in Mariposa, 2 Hour Valley Tour Pass for two in Yosemite National Park, Yosemite National Park Entrance Pass Premium Outlets: 2 vouchers for shopping Alamo: 10 days car rental 1 SOUTH CALIFORNIA Air France: 1 return tickets to California Los Angeles: 3 nights at the W Hollywood Universal Studios Hollywood: 2 tickets to visit the park in 2013 Santa Monica: 4 nights at Shangri La and Shore Hotel, dinner for two at Whist Restaurant in Viceroy Santa Monica, 2 tickets for Starline's Hop-on-Hop-off two entry passes to the Getty Villa and Shopping Vouchers for 3rd Street Promenade and Santa Monica Place SeaWorld San Diego: 2 SeaWorld San Diego single day tickets CityPASS: 4 CityPASS Palm Springs: TBA Premium Outlets: 2 vouchers for shopping Alamo: 2 times 10 days car rental Visit USA Committee 1 mois/1 destination 2 special California are currently online: South California: 411 unique visitors / 704 total visitors North California: 281 unique visitors / 461 total visitors New Website for the Visit USA Committee A new version of their website will be created with more interactive and updated informations about California. We ve sent back a table with the links of all the attractions and touristic sites listed on their new website. Board Meeting A board meeting happened on March 27 th, Attendees: Michel-Yves LABBE President (Directours), Geoffrey DUVAL (Jetset Voyages), Nancy MASSE (NM Marketing), Isabelle TROTZIER (Interface Tourism), Rémi 14

15 La Maison des Etats-Unis The specialized tour-operator added our website link on their website to allow their visitors to contact us for more information about California: Newsletters A newsletter about the Wanderlust festival have been edited in March to promote this major event in North Lake Tahoe toward the travel trade industry and journalists. Road Trip 2013 / IVG / Maps The final version of the Road-Trip is now ready to be printed. Sunset will sent us soon a link that will alow our visitors to consult it on our website We ll also receive a stock of the new road-trip 2013 in our office in April new IVG s and 600 maps have been shipped to our office California s CUP We ve sent the invitation to the french tour operator to see if they wanted to participate to the event. Unfortunately, they are not available, because of Pow Wow that will happen at the same period. 15

16 LIST OF BUYERS Pow Wow 2013 (June 8 12 th, 2013) Las Vegas Here are the updated lists of buyers and non-buyers who will attend Pow Wow. Company First Name Last Name City, Zip Phone All Ways on Wheels Philippe Humbert BP 40005, Bedoin phumbert@allwaysonwheels.com Amerigo Nathalie Delame 60300, Senlis nathalie@amerigo.travel Back Roads Sophie Carvalho 75014, Paris sophie.backroads@orange.fr Ceetiz François Bellot Paris françois@ceetiz.com Compagnie des Etats-Unis Jean-Alexis Pougatch 75001, Paris nora@compagniesdumonde.com Compagnie Des Etats-Unis Nora Gherras 75001, Paris nora@compagniesdumonde.com veronique.amsellem@editionslariviere.fr Véronique Amsellem Clichy Criv/Larivière Voyages Directours Nelly Gaulier 75002, Paris nelly@directours.com DW&B Gekko Holding/Teldar Travel Rodolphe Eberth Paris rod.amconn@gmail.com Marie Rajfus - Casanova Paris jpr@nyc.com Olivier Delouis Levallois-Perret olivier@teldartravel.com Carine Monteils carine.monteils@gekko-holding.com Jet Set Charles Julien 75116, Paris cjulien@jetset-voyages.fr Florence Trouillard 75116, Paris ftrouillard@jetset-voyages.fr Le Cercle des Vacances Line Archambault 75001, Paris Larchambault@cercledesvacances.co m Maison des Etats-Unis David Chaumeil 75006, Paris davidc@maisondesetatsunis.com Partir Aux Amériques / Exclusive France Holidays Erez Bousso erezb@efranceholidays.com Partir Aux Amériques Barbara Livney barbara@efh-group.com Prometour François Bocchi 75019, Paris francois@prometour.fr Sensation du Monde Jean-Luc Durovray Saint- Denis cedex jldurovray@sensationsdumonde.com Yohann Robert yohann.robert@thomascook.fr Voyages-en-direct.com/Ushuaia Voyages Olivier Thery Paris othery@voyages-en-direct.com Voyageurs du Monde Liore Brami Zeitoun 75002, Paris lzeitoun@vdm.com Western Horizons/ La case départ Thierry Chape Paris jb@lacasedepart.fr List of French Delegates - Non-buyers 19/03/2013 Company First Name Last Name Address City, Zip Phone U.S. Embassy, Commercial Service American Embassy / FCS Valérie Ferriere 2, avenue Gabriel Paris Valerie.Ferriere@mail.doc.gov Directours Visit USA Chairman Promotion Manager Visit USA Representative Michel- Yves Delphine Labbé Aubert 27, Bd des Italiens c/o Le Cercle des Vacances 31 av. de l'opéra 75002, Paris myl@directours.com Paris d.aubert@office-tourisme-usa.com Media Visit USA Representative Nancy Massé 187, rue de Courcelles Paris nancy.masse@free.fr 16

17 Le Quotidien du Tourisme Le Figaro Tourismes.TV Florence Jean- Pierre Brunel Chanial 9, Allée Jean Prouvé 14 bd Haussmann Fabrice Nidiau 1, bis Allée Jacques Tendron Eric Tabarly Journalists Clichy florence.brunel@quotidiendutourisme.com Paris jpchanial@lefigaro.fr Bondy direction@tourismes.tv Tour Hebdo Stéphane Jaladis 18, rue de la Cotte Paris sjaladis@gmail.com 10 place du L'Echo Touristique Laurence Rousseau General de Gaulle BP Anthony Cedex lrousseau@gisi.fr , rue du Meet & Travel Mag Michel Foraud Faubourg Paris m.foraud@meetandtravelmag.com Poissonnière Strategos Pierre Amalou 2, Impasse Saint Paul Avignon pierre@amalou.com Univers des Voyages Viktoria Varecza 71, rue Desnouettes Paris viktoria@rectoversomultimedia.com Voyages d'affaires Serge Barret 6, Cite Paradis Paris sbarret@voyages-d-affaires.com Voyages et Stratégies Joanna Zayan 6,Bd Bineau Levallois-Perret Joanna.Zayan@voyages-strategie.com Continental Square II, Bat. Mars, 3 BP 13760, XL AIRWAYS Stéfanie Kammerer Place de Berlin, Tremblay en France Roissy Charles de Gaulle stefanie.kammerer@xlairways.fr EURO-DOLLAR EXCHANGE RATE 17

18 COMMUNICATION & PR March Actions Meetings Orient-Express cocktail On March 7th, Sophie was invited to meet people from the Resorts of Orient Express to celebrate the opening of the new resort in Santa Barbara : El Encanto. During this evening, Sophie met the Director of Sales of the hotel, Ellen M. Thorton. Ellen proposed her to contact her if Visit California needed pictures of the hotel. Mondial du tourisme March 22 nd, 2013 On March 22th, Sophie went to the Salon Mondial du Tourisme. Dedicated to public, this fair offered a press room where Sophie put down some files with documentation and contacts of Visit California France Press release Glow Santa Monica On March 12th, Sophie sent a Press Release about the cultural event GLOW, which will occur in Santa Monica on September 28th. The title of the PR was: "La Californie rend hommage à Paris avec le festival Glow, à Santa Monica" (California pays homage to Paris with the Glow festival in Santa Monica) She chose to send it to journalists specialized in Culture, Art and Fair in France. This PR was sent to 662 French journalists, and this PR was opened 238 times by 165 different journalists. 18

19 Past Press Trips Generated articles to come MAGAZINE JOURNALISTS DATE OF PUBLICATION Historia (July/August) HISTORIA Victor Battagion & Pauline Juppin Nouvelobs.fr End of june PETIT FUTE LAS VEGAS & LES GRANDS PARCS Philippe Henry May 13 PETIT FUTE LOS ANGELES & AREA Nadège HUMBERT April 13 SAVEURS Jean-Louis André & Jean-François Mallet march-13 SUD OUEST MAGAZINE Olivier Bonnefon march-13 VOCABLE (Sonoma) Shelly Vocable march-13 Eleonor Klar, Louis Canadas, Lucille 05 April 2013 I HEART Béziers, Loubna Zaid Marc BAINAUD, Marie-Catherine Dolhun June 2013 NEWESTERN Bainaud GEO Pierre Sorgue 13 April MOTO REVUE Julien Amado April / May 2013 FEMME ACTUELLE Françoise Nicol 30 March CITYGUIDE LOUIS VUITTON LOS Sabine Savouret, Pierre Leonforte, ANGELES Claude Deloffre oct-13 LA PECHE ET LES POISSONS Pascal Bacoux March-14 Press-trips (In progress or to come) I Heart - January 17th 2013 to March 7th 2013 The team Came back from its press trip. A follow-up has been done with the team of journalists and they are now in process of redaction of the article. Date of publication: April 5 th, 2013 NEWESTERN - February 20 to March 2, 2013 Their press trip just ended. We ve sent a follow-up including the contacts of all the partners supporting the press trip and elements for the redaction fo their article. Date of publication: early in June 2013 MOTO REVUE March 19 th 29 th, 2013 The press trip just ended. We ve planned to meet the journalists and the photograph for a follow-up and indications about how to write their article and feature the destination. Both of them enjoyed the trip and the warm welcome of the partners. They ve also benefit from good weather conditions for making the shooting of their video. Date of publication: April / May 2013 Pages: 10 to 12 Circulation: ex. 19

20 LA PECHE ET LES POISSONS May 5th 14th, 2013 Airline tickets have been edited and a the Mammoth Lakes team is now working on a tentative itinerary. We also have to find rooms in Los Angeles. Press trip is on process. Itinerary : Visiting Los Angeles / Santa Barbara (Channel Island) / Santa Ynes (Lac - Freshwater Fishing) / Mammoth Lake / Volcanoes / High Sierra (Yosemite) / Marina del Rey / Los Angeles. This article will introduce fishing enthusiasts, the high places of this sport (ocean / lakes and rivers) in California. We ve sent the request to Micheal Vanderhurst from Mammoth Lakes who is really delighted to welcome this press trip, and now working on a tentative itinerary. GEO February 24th March 2d, 2013 Pierre SORGUE came back from San Francisco and North California. We ll do a follow-up of his press trip soon. His colleague Clément Imbert writing for GEO has now all the elements from us to write its article about: - Eco lodges in California: We ve suggested the hotel Mojave Sands in the Mojave Desert and have sent picture about other luxury and ecological properties in California. - El CAMINO REAL. The journalists made an interview by about the Mission of Santa Barbara. The CVB have kndly found a key contacts to answer these questions. Murielle also met the journalist on Febuary 28 th, 2013 to determine his needs. Summary of articles Generated Vocable Anglais: Journalist (Ann Marsh) «Free Spirits in Sonoma». This article offers an overview of cities such as Guerneville in Sonoma s valley and all the activities to do there. Written for teenagers, it shows the richeness of California by explaining the fact that Los Angeles is not the only city of California. Golf Européen: «Le Rêve Californien». A 13 pages dedicated for golf lovers. This articles deals with the opportunity that they have in California thanks to its golf course. Palm Spring and Coachella valley own the most important itinerary golf of the world. Saveurs : Journalist (Jean-Louis Andre). «La Mythique Route 66». From Chicago to Santa Monica, it explains how in this famous road, long of 400km the tourist could have the history of the United States from its beginning. Sud Ouest : The article deals with the natural side of California and it landscapes. The way that its culture and heritage is given for the tourist and the activities to do in family. 20

21 La Quotidienne.fr: «AF, Delta et Visit California font leur Training Day». This article shows how Air France, Delta and Visit California join each other in honor of California in order to educate travel agents into the destination. Le Quotidien du Tourisme: The article confirms that Visit California and Air France offers 2 California journeys in the Air France Training Day for travel agents. The 120 guests will have lunch with Air France, Delta and Visit California. Altitude XL Airways : «Bons plans». From Las Vegas to San Francisco, this article deals with what tourists can do in term of entertainment in Las Vegas and its luxury hotel. It gives some tips in San Francisco and Las Vegas interested activites. 21

22 nb.page s Surface COMMUNICATION AND MEASUREMENTS MARCH 2013 Valorisation of Monthly parutions California Parutions n Magazine Circulation MARCH 1,413 x 3 Unit Price AVE euros AVE dollars Exchange 1:$1.413 Ad Value Dollars ARTICLES GENERATED Bimonthly Magazine Vocable Anglais Bimonthly Magazine Golf Européen Bimonthly Magazine Saveurs Weekly Magazine Quotidien du Tourisme AFTD Daily Webzine La Quotidienne. Fr AFTD Weekly Magazine Sud Ouest Magazine per 6 months Magazine Altitude XL Airways SUB TOTAL NON GENERATED Weekly Webzine Influencia Weekly Magazine Challenges , Weekly Magazine Madame Figaro , Weekly Magazine Livres Hebdo Daily Webzine I-Voyages Daily Magazine Le Journal de Saone et Loire Quaterly Magazine Horizon Monde Quaterly Magazine Horizon Monde Monthly Magazine Ideat Bimonthly Magazine L'Officiel Voyage Bimonthly Magazine L'Officiel Voyage Quaterly Magazine The Good Life Quaterly Magazine Marions-nous! Monthly Magazine Auto Retro Monthly Magazine GQ Daily Webzine Deplacementspro.com Daily Webzine Voyager Magazine.com Daily Magazine Elle Weekly Magazine Grazia Weekly Magazine Grazia Quaterly Magazine La Montagne & Alpinisme Daily Magazine Aujourd'hui en France Monthly Magazine La Champagne Viticole Daily Blog Ma Récréation Bimonthly Magazine Oops! Bimonthly Magazine Petit Futé Mag Daily Webzine Tourmag Daily Webzine Tourmag Daily Webzine Vacances Pratiques Daily Webzine Cityzeum.com Daily Webzine Business traveller SUB TOTAL TOTAL TOTAL ACTIVITIES SUMMARY MARCH TOTAL ACTIVITIES SUMMARY CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013

23 MONTH : MARCH COVERAGE CIRCULATION AVE AVE $ PR VALUE Generated 7 ARTICLES ,00 $ ,00 $ ,00 Off line 41 PAGES Radio Web Site 1 PAGES Non Generated 31 ARTICLES ,00 $ ,00 $ ,00 Off line 43 PAGES ,00 $ ,00 $ ,00 Web Site 26 PAGES ,00 $11 007,00 $33 022,00 TV MINUTES Total , , ,00 Taux de change 1,413 TOTAL ACTIVITY SUMMARY 2012/2012 TOTAL ACTIVITIES SUMMARY CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013 GRAND TOTAL FISCAL YEAR 2012/2013 COVERAGE CIRCULATION AVE AVE $ PR VALUE Generated 47 articles Off line 120 pages Radio 14 minutes Web Site Non 141 articles Generated Off line 347 pages Web Site 58 pages TV 125 minutes Total

24 TECHNOLOGY SUMMARY Fulfilment Requests In March 2013 we received 336 brochure requests in total. Within this number, 313 came from the website and 23 directly(phone, mail and ) Guide Request March 2013 Bewteen March 2012 and March 2013, we can observe an growth of + 20% of the total reaquests demands. We can note that the demands is equally splitted between individuals and travel trade. WEBSITE TRAFFIC ANALYSIS Visitcalifornia.fr. Visitcalifornia.fr. We can see 4 peaks of traffic in March, each one is a Sunday. We can deduce that people enjoy their free time to find information about destination they would like to go. 24

25 TRAFFIC SOURCES THE BASICS Visitcalifornia.fr MARCH 2013 FEBRUARY 2013 March 2012 Year Year to Variation Rate Month Month Variation Rate Visits ,56% 23,92% Pageviews ,72% 38,00% Pages/Visit 3,51 3,15 5,46-35,71% 11,43% Bounce rate 31,89% 33,15% 31,17% 2,31% -3,80% Avg. Time on site 00:04:18 00:03:54 00:04:27-3,37% 10,26% New Visits 78,69% 78,39% 78,33% 0,46% 0,38% Direct Traffic 15,72% 15,52% 8,51% 84,72% 1,29% Referring sites 15,96% 17,15% 34,07% -53,16% -6,94% Search engines 68,32% 67,33% 57,36% 19,11% 1,47% March was very successful in terms of visits, indeed there were 11,599 visits on the website. It's the better result ever. This phenomenon could be explained by several points : to the Google Adwords campaign which provide us more than visits people begin to prepare their holidays trips we worked on Search Engine Optimization We can see a huge increase of traffic since January compared to the year before. We never achieved such a number of visitors even with a Google Adwords campaign. We invested around 80 more per month. 25

26 TRAFFIC SOURCES THE BASICS Blog.visitcalifornia.fr Traffic is unstable with a peak on March 22nd, We started a new strategy on the blog, posting once a week an article about Green California. That could explain the peak. blog.visitcalifornia.fr MARCH 2013 February 2013 March 2012 Year to Year Variation Rate Month Month Variation Rate Visits ,29% 28,31% Pageviews ,04% 15,62% Pages/Visit 2,01 2,23 1,86 8,06% -9,87% Bounce rate 65,18% 64,94% 61,38% 6,19% 0,37% Avg. Time on site 00:01:56 00:02:11 00:01:35 22,11% -11,45% New Visits 87,25% 88,31% 91,03% -4,15% -1,20% Direct Traffic 26,52% 18,18% 8,97% 195,65% 45,87% Referring sites 19,64% 19,48% 16,55% 18,67% 0,82% Search engines 53,85% 62,34% 74,48% -16,30% -13,62% We can see that there were more visits that the year and the month before but in the Month to Month, we can see that people read less pages and so the time passed on site is decreasing. to 26

27 On the graph, we can see that we reached the same level of visits than in The results are far better than in Google Adwords from MARCH 1st to MARCH 31 st, 2013 We launched a campaign Google AdWords at the beginning of the year on GOOGLE ADWORDS. We decided to link this campaign directly to the page of our website. 27

28 Key Words Maximal cost per clic authorized ( ) Number of Clics Number of views Variation Rate Clics vs Number of views Tourisme Californie auto : 0, ,73% 0,27 Etats Unis auto : 0, ,29% 0,34 carte Californie auto : 0, ,49% 0,3 Voyage Californie auto : 0, ,24% 0,33 Visiter Californie auto : 0, ,54% 0,29 Vacances Californie auto : 0, ,12% 0,35 Voyage San Francisco auto : 0, ,07% 0,37 Average Cost per clic ( ) Total Cost ( ) Average position on the page 110, 44 4,71 40,6 6 0,98 33,2 9 4,5 33,6 2 4,06 23,9 2 10,34 16,6 6 3,96 14,8 4 0,25 circuit Californie auto : 0, ,85% 0,37 11,8 3,12 Tourisme San 10,1 Francisco auto : 0, ,19% 0,33 6 0,61 Vacances Los Angeles auto : 0, ,18% 0,35 8,79 0,63 que faire en Californie auto : 0, ,02% 0,26 6,13 23,05 voyage en californie auto : 0, ,29% 0,31 6,75 3,96 visite californie auto : 0, ,74% 0,33 6,55 15,52 Santa Barbara auto : 0, ,35% 0,35 6,71 1,25 vacances usa auto : 0, ,38% 0,36 2,85 1,36 guides touristiques auto : 0, ,10% 0,34 2,76 0,33 Yosemite auto : 0, ,24% 0,38 1,5 0,89 Vacances San Francisco auto : 0, ,08% 0,35 1,4 0,29 vacances etats unis auto : 0, ,19% 0,39 1,18 0,76 Lake Tahoe auto : 0, ,08% 0,23 0,7 0,18 sejour en californie auto : 0, ,20% 0,34 0,68 0,7 Lac Tahoe auto : 0, ,57% 0,25 0,25 1,43 Mammoth Lakes auto : 0, ,12% 0,17 0,17 0,2 Total : Search Network ,52% 0,31 341, 81 1,6 Total : Display 111, Network ,05% 0,25 6 0,13 453, Total ,15% 0, ,42 This month, the GoogleAdwords campaign provided us more visitors than in February (1562 vs 1397) During March we changed our daily AdWord budget from 12,00 to 15,00. 28

29 The Total cost of the campaign for March 2013 is Technical vocab : Search Network : your result page when you enter some keywords in Google search bar Display Network : Google has got a lot of website's partners where your ad can appear The 3 more hit key words generating clicks are: -"Tourisme Californie" with 406 hits (vs 421 last month) - Etats Unis" with 120 hits (vs 183 last month) - "carte Californie" with 110 hits But the better ROI regarding the number of clicks versus the number of the ad has been view are: - "que faire en Californie" with 24 hits for 266 views (9.02%) - "Visite Californie" with 20 hits for 422 views (4.742%) - "visiter Californie" with 82 hits for 2314 views (2.86%) 29

30 30

31 MAIN KEY WORDS GOOGLED For March 2013, we can see that the main keywords Googled leading to our website are: - Californie / Califonia - visitcalifornia.fr (which shows that our website is more and more known by the public) - Carte de la Californie 31

32 Variations table: Key Word October November December January February MARCH Variation Rate MARCH 2013 vs February 2013 (not set) ,75% californie + california ,21% visitcalifornia + visit california ,93% visitcalifornia.fr carte (de la) californie + californie carte ,76% californie tourisme + tourisme california ,00% à voir / que voir / à voir / à faire en californie ,56% guide / carte californie ,00% source de au chaude a shasta ,33% que/quoi faire à los angeles ,00% vivre en californie ,00% histoire de la californie ,00% plages californie / surf californie ,00% blog californie 9 13 climat californie / météo californie ,50% vacances californie ,67% californie en famille ,50% déclaration douane pour la californie 10 Climat los angeles ,00% style californien ,00% californie voyage 9 endroit a visiter absolument en californie golf los angeles 9 8 Several new entries this month with : - déclaration douane pour la californie (customs declaration for California) - californie voyage (california trip) - endroit a visiter absolument en californie ( place must seen in California) 9 32

33 VISIT PROVIDERS Legend: GREEN : Increasing in comparison of the month before RED : Decreasing in comparison of the month before BLACK : Not used last month BLUE : Equal 33

34 Variation Table October2012 November 2012 December 2012 January 2013 February 2013 MARCH 2013 Variation Rate AdWords ,81% TripAdvisor ,16% Office-tourisme-usa.com ,06% Routard ,90% Wikipedia ,48% Visitcalifornia.com ,00% bing ,34% Google.fr ,87% yahoo ,38% authentikusa.com ,29% Conduit ,76% Babylon ,00% Facebook ,09% Ask ,13% idéesvoyages.visitcalifornia.fr ,46% sfr.fr ,88% search.sweetim.com ,00% sunsetbld.com ,00% aftrainingday.visitcalifornia.fr oopartir.com ,00% delta-search.com 12 Newsletters ,89% kazeo.com ,00% magazine-voyage.com ,00% avg ,00% aol 9 gocalifornie.com 8 live.california.fr.equatorlearning.com ,67% tourmag.com 6 cali-fun.com ,67% easyvoyage.com ,00% Most of the indicators are increasing in comparison with February. One more time, Google Adwords provided us the majority of our visitors. We can also see that the Travel Trade Portal did not bring any visit on our website visitcaliofnria.fr meanwhile our dedicated website to the "Air France & Visit California Traiing Day" provided us 14 visits. 34

35 SOCIAL MEDIA REPORTING Statistics Facebook Twitter Blog Nbr fans followers visits articles January February March April May June July August September October November December January February March April May June July August September October November December January February March of creation of a new page on the Blog 35

36 Concerning the Social Medias, the numbers of fans and followers is regularly increasing since But here, once again, we can see the huge lost of traffic on the blog between august and September 2011, and we can also see that the average number of visitors of the blog is irregular from a month to another. But since January, the traffic on the blog is regularly increasing. Indeed, we regularly ad contents on the blog, reading new articles, and we promote it on Facebook and Twitter. On Facebook, people are more and more engaged. They more often answer to our posts by comment or like or sharing our content. TO COME IN MARCH, APRIL, MAY AIR FRANCE TRAINING DAY FAM TRIP NORTH COAST & SHASTA LAKE - MOTO REVUE PRESS TRIP (March 19 th -29 th, 2013) - LA PECHE ET LES POISSONS PRESS TRIP (May 5 th -14 th ) - NEWSLETTER V.USA COMMITTEE 36

37 TO COME IN APRIL, MAY, JUNE - FAM HIGH SIERRA - FAM NORTH COAST - POW WOW 2013 with the sponsoring of the VISIT USA Fr Get Together - PRESS TRIP LA PECHE ET LES POISSONS - GREEN NEWSLETTER - AIR FRANCE & VISIT CALIFORNIA TRAINING DAY 2013 Appendixes 1: Report Florence Trouillard (PR & Communication Director) of Jet Set Voyages Follow-up Fam Air Tahiti Nui Eductour Californie du Sud 28 janvier 2 février Organized by French Visit California (Murielle Nouchy) with Alamo and Air Tahiti Nui s competition. 4 tour operators or travel agencies+murielle N+ Stéphane the DLR com of Air Tahiti Nui join us in Santa Barabara. Steps: Los Angeles (2 nights), Santa Barbara (2 nights)-san Diego (1 night)- Anaheim (1 night). Flight Pleasant on ATN, legs space in eco is generous; service is kind, local aspect thanks to the air hostess dresses in pareo material. Correct meal, snacks and drinks available all along the flight. Way back in first class: Very well Only one negative point: video system with individual screen, not practical but it will change at the end of march. Los Angeles Hotels At Los Angeles, we slept 1 night at the Hilton Garden Inn Los Angeles/Hollywood***, remade and affiliated recently Hilton, re opened in Spring Spacious rooms. Free internet into the rooms. Refrigerator and micro wave. Pleasant lobby, welcoming staff. Sold by the majority of the receptive. Above all, it is very well situated. Can go by walk at Hollywood. To note: paking 35$/day 2nd night: Sofitel Beverly Hills, better sort. Very beautiful. Design but not cold. Placed Opposite Beverly Center A place to be at the hearth of Hollywood W Hollywood, famous for its swimmingpool on the roof. Sight of Hollywood sign and the city. Near the Redbury hotel boutique, red colors, 57 rooms, mi oriental decoration. Very exclusive. L Ermitage at Beverly Hills, beautiful luxury hotel, quite classic, lot of marble. 117 rooms, all with balcony, some with patio. Near a Starline Tour stop. The London West Hollywood. Very well, top of the range, great decoration, well placed. Continental breakfast included in the price. Free Internet. Room/suit with balcony. 200 rooms, bathroom big, like mini spas. The Mondian and Andaz, both on West Hollywood for the trendy bars. We could not go into the Chateau Marmont, but their bar is more authentic, population is very mixed (bohemian). I have also seen the BW Plaza Hollywood quite near the Andaz and Sunset Boulevard, small lobby. Hotel seems pleasant, and above all well situated. 37

38 3) Los Angeles Visits The Hilton Garden Inn and Loews Hollywood are both offering an easy access to Hollywood Walk of Fame we can take the metro very clean and secure. At the end of 2013, the metro line will connect L.A to Santa Monica which will allow to travel to Los Angeles without a car. Starline tours: we took the red route that passed trough Hollywood, West Hollywood, Beverly Hills. This bus system allow the visitors to discover and move inside local Angeles as if he would use public transport and see the must seen of the destination Sunset Boulevard, Santa Monica Bvd, Rodeo Drive, Beverly Drive. The stop 8 is located right at the Four Seasons and stop 9 near the LACMA. Then, you have a stop at Farmer s Market and the Grive (Commercial Centre). I ve really noted that Starline Tours is an ideal way to discover the city in french with a guided tour (From April 2013). The Farmer s Market (79 years old). More than 100 boutique, open 7/7. Big parking, or it can be accessed by the Red Route of Starline Tours. Authentic experience where everybody speaks and share. Many events and music on the afternoon. A lot of places to eat (can have meal vouchers). Many shops specialized such as one with pepper. There is also a large grocery owned by a French M.Marcel. A very good place. The Grove, the mall, with fresh air is also pleasant. On Santa Monica Pier, you ll find the unmissable Route 66 Sign. Very nice to do: ride by bicycle along the beach (trails). You can rent a bike at one of the concessions near the pier. You can go up to Venice Beach and discover fabulous channels lined with houses and bohemian landscaped footpaths. This is really an aspect that I most appreciated in LA. 4) Santa Barbara the "American Riviera" History: originally a land Amerindienne (Chumash) then a Spanish colony which still reflects the "Presidio" and the mission established by the Spanish monks, known as the "Queen of the Mission" because of its two towers. A city "wild" in the 19th century (gold rush) and discovery of oil in the 30s, also fishing tradition Spanish Renaissance in 1925 (the city is partially rebuilt in Spanish style after earthquake). Today: a resort to the cultural life developed a Mediterranean city between sea and mountains. 300 days of sunshine per year. Strengths: gastronomy (600 restaurants) and wine (there is also the surrounding vineyards an "urban wine trail" (did not have time to do), the beach, golf, shopping, museums, festivals (that we attended: International Film Festival). Activities: a large city in a charming setting. A unique city California prides itself on its rich architectural (hispanic style but also a lot of Victorian architecture in the non-affected by the earthquake of 1925), his "pier" in wood (the longest of the United States), its bay, the whales (in Natural History Museum: blue whale skeleton from dune 1980), a wide variety of hotels (capacity of the city: 10,000 rooms) in the 5 * B & B as well as ranches, like the San Ysidro Ranch. In addition to the city center, this is the charm of small villages: Los Olivos, Montecito. It is also a young city approximately 22,000 students. The population of the city is 90,000 inhabitants and county account 500,000. Half of the population is Hispanic, to also note: many Europeans live here. A very special restaurant : The Bouchon owned by an american who lived in Belgium and speaks Franch. Great food and a different welcoming. Natural is present everywhere. Cinema s filed : the first California s studios have been 38

39 created there and Santa Barbara were the cinema capital city before Hollywood. Sideways has been turned there. Wine aspect is everywhere. 5) Santa Barbara-Les hotels Harborview where we slept 2 nights (established in the Jetset brochure 2013) the oldiest in the boulevard, go along the sea, a motel before, renovated and got ahead. I can say a small 4*. 112 rooms, pleasant where 13 have 2 beds. Well situated near the small train station (where Amtrak train goes). We have visited: the Indigo, near Harbor View, very modern, 41 rooms. Arty atmosphere. Wall brick. Good for young people. Canary Hotel (Kimpton Hotel member) the only one luxury hotel in town. Mexican decoration. A good service: coffee and the offer every day. Bicycle rent for free. Beach is at 15 min by walk and 5 in bike. At the heart of the town, near everything. Swimming pool on the roof. Four Seasons ResortBiltmore, 1927, one of the love property at 10 minutes of Montecito village. 207 room, 26 suit and cottages. At the ocean s edge with beautiful garden, it is very good for honey moon. At the other side, the Coral Casino Club (with spa) 1937, re opened in 2009 and available for hotel clients. Santa Barbara: my favourite place in this journey. 6) San Diego - hotels Catamaran Resort ***, Well located Mission Bay, 312 rooms. Various categories: standard, studio suites. A family owned hotel with another hotel Pacific Beach, the Bahiamar. No resort fees. Really old. Parking: $ 13 / day. Holiday Inn San Diego Bayside (where we slept), 291 rooms correct even if not glamorous. Beachfront restaurant is close Channel One and islands blue whales. Good location for fishing. Shuttle to the airport. The beach is 1.5 miles. Parking: $ 10 / day. Of Monday to Friday "happy hour" with appetizers daily. Deserve to be known as the arrival day at night can be confusing. Probably good price / quality ratio. Excellent breakfast. Available in most receptive. The Valecia in La Jolla, it dates from The village of La Jolla is built around this hotel. 112 rooms. Spectacular view the ocean. 7) San Diego - visits We stayed a very short time, but note: If you are a family Sea World and the Zoo are good options. Possibility in the zoo (which is huge) to a round recognition by bus, commented. It's worth it. A must in the evening the Gaslamp Quarter with restaurants, bars, concerts of all kinds. We went to a restaurant "Café Sevilla" where couples danced to the sounds of the orchestra guitars. Authentic and beautiful. Further huge bar full of young and old with music more techno... So there is something to suit all tastes. This neighborhood of San Diego is unique, nothing like LA or San Francisco. 8) On the Route 1 down to Santa Barbara to the south There is a amazing Sealions sanctuary along the cliffs, a place called Carpinteria... it's natural, you can see the sea lions above, volunteers take turns to protect the place. Santa Monica going to Santa Barbara, there is a Camarillo Premium Outlets, very convenient to shop if we are looking for specific brands... finally back to the road San Diego to Anaheim this last step takes us through Dana Point, Laguna Beach (Montage Resort Sea) Newport Beach. 39