Published on October 17, 2007
Journeé des Partenaires 18/01/2007: Journeé des Partenaires 18/01/2007 Travel Marketing Factory GmbH current trends in the German-speaking outbound conference and incentive market Our company: Our company Operation of MICE marketing, sales and PR projects in Germany, Austria, Switzerland, Spain, Benelux, Italy and new in 2007: India Representational service MICE market monitor - annual study on trends in the outbound MICE markets of Germany, Austria & Switzerland (with support of IMEX Frankfurt) Databanks at TMF GmbH: Databanks at TMF GmbH MICE agents: event- and advertising agencies, incentive houses, communication specialists Corporate planners all industries PCO‘s Special interest tour operators and travel agents Countries of operation for marketing & pr service: D-A-CH, Spain, Benelux, Italy and India A shortlist of our clients : A shortlist of our clients List of present clients - selection: Visit London and ExCeL London Lisbon Convention Bureau Barcelona CVB Lake Geneva Tourist Office VisitScotland BTU Fiera Milano Congressi the National Tourist Boards of Spain, Finland, Denmark and Singapore in different markets such as the German-speaking, Benelux and Spanish C&I markets We furthermore represent the tourist office of the island of Tenerife, Spain since 2000. Tmf GmbH - strategic partner of IMEX Frankfurt: Tmf GmbH - strategic partner of IMEX Frankfurt Tmf GmbH is a strategic partner of IMEX Frankfurt and offers a marketing clinic for information about MICE markets in which we operate. With the support of IMEX we run a market research on the outbound MICE markets of Germany, Austria and Switzerland. Marketing support for Nice CVB : Marketing support for Nice CVB 2004: Corporate campaign Germany: Telemarketing to 1000 contacts together with mailing 2 additional newsletters Workshop & Dinner in Munich - 39 selected trade participants Marketing support for NCVB: Marketing support for NCVB 2005: Famtrip to Nice 9 participants (MICE agents) Workshop & Dinner in Cologne 38 participants (MICE agents & corporate contacts) Workshop & Dinner in Vienna 31 participants (MICE agents & corporate contacts) Sales Calls 3 days in Munich with 3 partners 13 appointments (with 11 MICE agents and 2 corporate contacts) Marketing support for NCVB: Marketing support for NCVB 2006 Workshop & Dinner, Stuttgart - 34 participants (MICE agents and corporate contacts) Market insight Germany: Market insight Germany The market for incentive trips has been doing extremely well since last year. Business is especially booming for small agencies focusing on tailored-made, unique incentives with an educational character. Longhaul incentives are still lagging (Events, Issue 2, May 2006) France is according to VDR (Business travel Association of Germany) study on rank 2 amongst the major foreign destination for business trips from Germany in 2005 (TW, Issue 7, November 2006) Preferred event destinations of the German MICE market 2006 – source tmf research: Preferred event destinations of the German MICE market 2006 – source tmf research 3rd place for France! (Source: TMF ongoing market research / 474 MICE agents, multiple answer system) TMF/IMEX Study 2006 - trends in the German outbound conference and incentive market: The German MICE market 16.000 corporate buyers of meetings & incentives (national & international) 1.000 MICE operating agents Germany Austria & Switzerland: smaller markets but with very interesting perspectives Austria-Germany-Switzerland N° 3 MICE market worldwide after USA and UK TMF/IMEX Study 2006 - trends in the German outbound conference and incentive market TMF/IMEX Study 2006: TMF/IMEX Study 2006 Trends in the German-speaking outbound conference and incentive market – 2 study projects in 2006 (Germany and Austria/ Switzerland) Procedure Results Conclusions TMF/IMEX Study 2006 - procedure: TMF/IMEX Study 2006 - procedure Germany 118 corporate planners and 98 MICE agents – 216 in total 58 VIP Group (included in the 98 MICE interviews) Additional discussion with selected top buyers Ongoing since 2004 Austria/Switzerland 25 Austrian and 20 Swiss corporate planners 25 Austrian and 24 Swiss MICE agents First market research on the outbound MICE market of Austria & Switzerland Slide14: Business situation in the German market Question: 2 Positive attitude and outlook in the German market! MICE agents: 53% => better development in 2006 compared to 2005 Corp. planners: 31% => better development in 2006 compared to 2005 Corporates more cautious in their predictions, but in general the positive perception of the MICE industry over the past 3 years seems to be unbroken Present business situation A/SW: Present business situation in the Austrian & Swiss MICE market compared to past 3 years Question: 5 Austria: more than ¾ of all interviewees see a more positive or same development for their business in 2006 Switzerland: with 83% even more positive Very optimistic outlook for both markets! Present business situation A/SW Split-up of events (MICE agents): Share of corporate events (in %) in Germany, Europe and Overseas (split-up of events) Question: 2 MICE agents Please note: Chart includes numbers of different basic populations from the different studies. 38,4 % of the events go to European countries Market split-up approx. 50 – 40 - 10 Split-up of events (MICE agents) Split-up of events (corporates): Corporate planners Question: 2 Please note: Chart includes numbers of different basic populations from the different studies. Share of corporate events (in %) in Germany, Europe and Overseas (split-up of events) European destinations remain on a high level Overseas destinations slightly decreasing Split-up of events (corporates) Split-up of events Austria & Switzerland: Share of all corporate events (in %) domestic, neighbours, rest Europe and Overseas (Austrian and Swiss MICE agents) Nearly same split-ups for A and CH Slightly more than one third domestic More than half of all events in Europe About 10 % for longhaul destinations Question: 7 Split-up of events Austria & Switzerland Preferences in Europe - Germany: Where in “Europe” do your events take place in 2006? (split-up) (German MICE agents and corporate planners) Planners favour warm and sunny south European destinations Second ranking Central European countries (mainly neighbours of Germany like Austria, Switzerland, France etc.) Question: 8/7 Preferences in Europe - Germany Preferences Europe - Austria: Where in “Europe” do your events take place in 2006? (split-up and open question) (Austrian MICE agents) Question: 8 Mix of open and closed questions Austria goes East Europe Preferences Europe - Austria Preferences Europe - Switzerland: Where in “Europe” do your events take place in 2006? (Swiss MICE agents) Question: 8 Switzerland goes West and South (France, Italy – language!) Preferences Europe - Switzerland Sources of information - Germany: What are the preferred sources of information when it comes to the selection of a destination? Question: 11 Sources of information - Germany Personal experience with destination! Sources of information – A/SW: What are the preferred sources of information when it comes to the selection of a destination? Question: 13 Sources of information – A/SW Acceptance of „sales“ better than in Germany! Destination selection criteria - Germany: The destination needs to offer... Question: 13 Destination selection criteria - Germany Destination selection criteria A/SW: Question: 15 The destination needs to offer... Destination selection criteria A/SW Preview business situation A/SW: Question: 19 Preview business situation in the next 2-3 years (Austrian and Swiss MICE agents) Both markets have a very positive outlook to the near future! Preview business situation A/SW Conclusions: Positive business development for the MICE industry in Germany(consolidation on a high level), very positive outlook for Austria /Switzerland Share of corporate events in European destinations continuously on a high level in Germany, A/SW market organises more than half of all events in Europe long-haul destinations see another small decrease for business from Germany, the share of long-haul destinations from A/SW is larger South European destinations are number one for corporate events from Germany, Austria and Switzerland, followed by central E. destinations for Germans, eastern E. for Austria and France for Switzerland Conclusions Conclusions: Own experience with a destination is the most important source of information for buyers , similar in A/SW but with a significant difference re. the acceptance of sales calls and roadshows MICE buyers need competent partners according to the level of their needs and knowledge of the destination. The more innovative and unique the program the more important is the support of an agency Safety is the number one concern when selecting a destination, good access and logistics are second in Germany, whereas for Austria and SW professional competence counts more than safety Conclusions Conclusions: Planning periods for events remain rather short The request for meetings is increasing, programs are more compressed – this changes the structure of the organisation Very creative and individual programs are needed in context with the message and the concept of the corporate briefing Visualisation of all elements is gaining importance MICE business remains peoples’ business – success depends on competent partnership Conclusions Future MICE marketing / sales: MICE marketing needs to continuously improve quality levels in order to show success; buyers identification and data work are essential The market tightens up – it is increasingly difficult to work in this marketplace, the worst factor is time availability in the agencies and fainting business ethics (cancellations, reliability) Costs for all marketing /sales activities are high, so a good ROI needs to be achieved Convention Bureaus need to support their suppliers by providing professional marketing platforms for them to join in Needed: innovative approach to the market, work with corporate partners, combination with investment strategies /investment agencies and industry relations between a destination and the market, user-dedicated approach to the market (i.e. suggestions for the needs of special industries) Future MICE marketing / sales Thank you for your interest!: The management team of Travel Marketing Factory GmbH Thank you for your interest!