Reisevertrieb unter der Lupe: Was buchen die Deutschen wirklich? 1. Travel Sales with a fine-toothed comb: What are Germans actually booking?

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1 GfK Gruppe Reisevertrieb unter der Lupe: Was buchen die Deutschen wirklich? 1 Travel Sales with a fine-toothed comb: What are Germans actually booking? ITB Marketing & Sales Day Hery-Charles Eckert GfK Marketing Services

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6 Agenda 6 1 Interessante Marktdaten / Highlights from Panel Data 2 Tourismus Vertriebspanel / Tourism Distribution Panel 3 Wozu Paneldaten? / What are Panel Data used for?

7 7 1 Was buchen die Deutschen wirklich? What are Germans actually booking?

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9 GfK Tourism Distribution Panel Germany Sales Units% Summer Season 2006* TOTAL Balearics Denmark Eastern Europe US East Coast Italy Germany source region Baden Wurttemberg Bavaria North-Rhine Westphalia North Middle East *Bookings from Jun05 Jan06

10 Sales Units% GfK Tourism Distribution Panel Germany Share of Touristical Regions* 10 Winter 05/06 Summer 2006 Africa 4 22 Australia Ground Travel Far East 15 Caribean Mid. & South America North America Short Distance 74 Others *Bookings from Jun05 Jan06

11 GfK Tourism Distribution Panel Germany Bookings from Jun 05 until 26th February Booking Index* 1,8 1,6 1,4 1,2 Tour Operator Catalogue Cancallation share % New booking Index 1,0 0,8 0,6 0,4 0,2 0, Jun Jul Aug Sep Oct Nov Dec Jan Feb calendar week * booking cw 26 cw 08 = Index 1

12 12 2 Tourism Distribution Panel

13 GfK Tourism Distribution Panel Germany Basic Information 13 Sample: Data: Analyses: Frequency: 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) more than 80,000 real bookings per week automatically collected 25 features combinable with 10 different facts and more than 15 Segments monthly analyses delivered within 10 working days after monthly cycle weekly analyses delivered within 4-5 working days after weekly cycle

14 GfK Tourism Distribution Panel Germany Data Delivery 14 Retailer Travel agencies GDS amadeus / GALILEO / SABRE / Worldspan... Data export Supplier Government etc. Mid office / Back office Internet Information Travel bookings basic Information contract with GfK Interface Management Transaction Management Add on tool for retailer Panel Know How Quality Control Extrapolation Interpretation Charting

15 GfK Tourism Distribution Panel Germany Milestones of Panel Development 15 Mar 2006 ITB Presentation Jan 2006 Panel opens to the Market Dec Travel Agencies delivering Data Aug 2005 Pilot Customers for Panel Mai 2005 Contracts with Chains and Buying Groups Sep 2004 Basic study about market structure

16 16 3 Wozu Paneldaten? What are Panel Data used for?

17 GfK-Indicator Spending Plans for Holidays Germany Indicator points Indicator points Average Source: Consumer Survey by EU Commission, Indicator by GfK Marktforschung by GfK Marktforschung

18 GfK Tourism Distribution Panel Germany Questions to be answered in a Competition 18 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?

19 Thank you for your attention ITB Kongress, Hery-Charles Eckert,