HOSPITALITY AND TOURISM
ADVISORY SERVICES
e
Introduction and MethodologyThe Ministry of TourismGovernment of Israel
November 2006
Quality in Everything We Do
2Quality in Everything We Do e
1 Introduction
2 The Approach
3 The Methodology
Agenda
3Quality in Everything We Do e
Introduction
4Quality in Everything We Do e
IntroductionA Fully Integrated Team
Fully integrated advisory team; three groups representing the best in class in their respective fields
Unparalleled team in terms of:
Global presence and resources International and local knowledge International experience in tourism development and marketing Technical and process expertise Proprietary models and unique tourism databases Comprehensiveness of services offered Capacity to serve the world’s largest and most demanding clients
5Quality in Everything We Do e
A Fully Integrated Team
The advisory team represents the best in class in their respective fields
Project management and infrastructure assessment
Policy, economic analysis and tracking & forecasting systems
Source markets and future marketing strategy
The Research Team
6Quality in Everything We Do e
Ernst & Young, LLP – Project Leader
World’s largest professional services firm:
106,000 employees in 140 countries Global Real Estate, Hospitality and Construction practice with 3,500
employees in more than 25 countries serving more than 4,000 clients
The Hospitality and Tourism Advisory Services group:
Advisor to the leading organizations in the hospitality industry Knowledge leader in hospitality, tourism and leisure Extensive international experience Expertise in hospitality & tourism infrastructure development
The Research Team
7Quality in Everything We Do e
The Research TeamErnst & Young, LLP – Hospitality & Tourism Advisory Services
Extensive international experience in:
Hotels Resorts Mixed-Use Developments Convention Centers Amusement Parks Sport Facilities Museums Other Leisure Real Estate
8Quality in Everything We Do e
Track global travel demand by origin and destination
Monitor and forecast tourism for 163 country markets
Conduct market strategy, investment policy, and tourism economic development analysis for destinations around the world.
The Research TeamGlobal Insight – Travel & Tourism Advisory
9Quality in Everything We Do e
World Travel & Tourism Council NYC and Company Intercontinental Hotels Group Kerzner International Hilton Hotels Abu Dhabi Tourism Authority Travel Industry Association of
America (TIA) US Office of Travel & Tourism
Industries Hong Kong Tourist Board Ontario Tourism Commission
Canadian Tourism Commission Singapore Tourism Board Visit Britain Dubai Tourism and Commerce
Marketing Various Resort Developers American Express Orlando CVB Irish Tourism Board Bahamas Ministry of Tourism Turkish Association of Travel
Agents
The Research TeamShort List of Global Insight Clients
10Quality in Everything We Do e
The Research Team IPK International
Leading international tourism consulting groupSpecialist in tourism research and tourism marketing for 35 years
Network of institutes and tourism consultants in all European countries, North America, South America, Africa and Asia/Pacific
Highly skilled researchers and statisticians having vast experience in conducting quantitative and qualitative surveys around the globe
More than 1,000 tourism studies around the globe successfully completed
Owner of the World Travel Monitor®, the world’s most comprehensive tourism data bank on the European, Asian and American outbound travel behavior
11Quality in Everything We Do e
The Research TeamIPK International
Public Sector Clients: Ministries, Tourist Boards, Other public organizations from more
than 40 countries worldwide
Private Sector Clients: Hotel Companies Airlines Tour Operators Theme Parks and Other Attractions Numerous other international clients
12Quality in Everything We Do e
The Approach
13Quality in Everything We Do e
Holistic and Results-Driven ApproachAnalysis and Practical Strategies
Development and Marketing StrategiesDevelopment and Marketing StrategiesDevelopment and Marketing StrategiesDevelopment and Marketing Strategies
SupplySupply- Hospitality & Tourism
Infrastructure- Aviation and Investment
Policy
SupplySupply- Hospitality & Tourism
Infrastructure- Aviation and Investment
Policy
DemandDemand- Source Markets:
Demographics, Attributes, Attitudes & Preferences
DemandDemand- Source Markets:
Demographics, Attributes, Attitudes & Preferences
Economic Impact and Return on InvestmentEconomic Impact and Return on InvestmentEconomic Impact and Return on InvestmentEconomic Impact and Return on Investment
A New Era of Tourism Growth for IsraelA New Era of Tourism Growth for IsraelA New Era of Tourism Growth for IsraelA New Era of Tourism Growth for Israel
14Quality in Everything We Do e
Research in Fifteen Countries
Interviews with 104 tourism industry stakeholders in Israel
135 site inspections of tourism infrastructure
500,000 annual interviews for World Travel Monitor survey
Survey interviews with a total of 8,400 respondents in 8 countries
18 focus groups in 8 countries
51 interviews with international tour operators in 8 countries
The Primary Research
15Quality in Everything We Do e
The main goal is…The main goal is…
To substantially grow inbound tourism To substantially grow inbound tourism and to establish tourism as a leading and to establish tourism as a leading
engine of growth for the Israeli engine of growth for the Israeli economyeconomy
16Quality in Everything We Do e
The main obstacle…The main obstacle…
Perception versus RealityPerception versus Reality
17Quality in Everything We Do e
Israel – Current Perception
18Quality in Everything We Do e
Israel – Current Reality
19Quality in Everything We Do e
The Methodology for the Research of the International Outbound Markets
20Quality in Everything We Do e
Phase 1: Research of 17 International Key Markets based on IPK’s World Travel Monitor®
Phase 2: Further In-Depth Research of the 8 most promising Markets
Based on:- Qualitative Research Focus Groups- Quantitative Research Population Surveys- Trade Research Tour Operator Interviews
Phase 1: Research of 17 International Key Markets based on IPK’s World Travel Monitor®
Phase 2: Further In-Depth Research of the 8 most promising Markets
Based on:- Qualitative Research Focus Groups- Quantitative Research Population Surveys- Trade Research Tour Operator Interviews
MethodologyMethodology
21Quality in Everything We Do e
Methodology of Phase 1Research of 17 International Key Markets
the most important international outbound markets worldwide the most important markets for Israel at present markets having a high share of Jewish populationand worldwide coverage: Europe (West and East) America, Asia
the most important international outbound markets worldwide the most important markets for Israel at present markets having a high share of Jewish populationand worldwide coverage: Europe (West and East) America, Asia
The selection of the 17 outbound key markets was made accordingto the following criteria:
Consideration of
The selection of the 17 outbound key markets was made accordingto the following criteria:
Consideration of
22Quality in Everything We Do e
America
USA
Canada
Western-Europe
UK
Germany
France
Italy
The Nordic Countries
The Netherlands
Switzerland
Eastern-Europe
Russia
Poland
Hungary
Asia
China
India
Fulfilling these criteria, the following 17 int’l markets were selected (in accordance with the Tourism Ministry)
These 17 markets represent
60% of all outbound trips worldwide 75% of the outbound trips to Israel 90% of the Jews living in Diaspora
These 17 markets represent
60% of all outbound trips worldwide 75% of the outbound trips to Israel 90% of the Jews living in Diaspora
23Quality in Everything We Do e
The 17 Int’l Key Markets were surveyed / analyzed regarding:
the general outbound travel behavior
the travel behavior to Israel
and as a benchmark
the travel to the most important competitors (Turkey, Greece, Italy, Egypt)
Method and Database:
IPK’s World Travel Monitor®
The 17 Int’l Key Markets were surveyed / analyzed regarding:
the general outbound travel behavior
the travel behavior to Israel
and as a benchmark
the travel to the most important competitors (Turkey, Greece, Italy, Egypt)
Method and Database:
IPK’s World Travel Monitor®
24Quality in Everything We Do e
World Travel Monitor® Facts
The World Travel Monitor® is
an annual study surveying the outbound travel volume and travel behavior in all European and all important American and Asian countries, since 1988
representative of the population in each country
interviewing more than 500,000 consumers per year(15 years and older)
carried out via telephone interviews (CATI system)
applying the same questionnaire / method in all countries
The World Travel Monitor® is
an annual study surveying the outbound travel volume and travel behavior in all European and all important American and Asian countries, since 1988
representative of the population in each country
interviewing more than 500,000 consumers per year(15 years and older)
carried out via telephone interviews (CATI system)
applying the same questionnaire / method in all countries
25Quality in Everything We Do e
World Travel Monitor® Facts
The World Travel Monitor® is
the sole and largest tourism information databank worldwide
providing comparable tourism data on European, American and Asian outbound travel behavior
Clients from the public and private sector are, among others:- The European Travel Commission (ETC) - The UNWTO- Numerous tourism destinations worldwide (Spain, Greece, Italy, Mexico, Brazil, etc.)- Tour operators (TUI, Thomas Cook, Kuoni, etc.)- Consultancies (McKinsey, Boston Consulting, etc.)
The World Travel Monitor® is
the sole and largest tourism information databank worldwide
providing comparable tourism data on European, American and Asian outbound travel behavior
Clients from the public and private sector are, among others:- The European Travel Commission (ETC) - The UNWTO- Numerous tourism destinations worldwide (Spain, Greece, Italy, Mexico, Brazil, etc.)- Tour operators (TUI, Thomas Cook, Kuoni, etc.)- Consultancies (McKinsey, Boston Consulting, etc.)
26Quality in Everything We Do e
Methodology of Phase 2In-Depth Research of the 8 Most Promising Key Markets
8 markets offering the best opportunities for Israel were identified out of the 17 international Key Markets
Criteria for the selection (among others): Size of the market / market prospects Affinity towards Southeast Mediterranean destinations / Israel Affinity towards specific products / holiday types Religious affiliation Spending behavior / share of high spenders etc.
8 markets offering the best opportunities for Israel were identified out of the 17 international Key Markets
Criteria for the selection (among others): Size of the market / market prospects Affinity towards Southeast Mediterranean destinations / Israel Affinity towards specific products / holiday types Religious affiliation Spending behavior / share of high spenders etc.
27Quality in Everything We Do e
America
US
Western-Europe
UK
Germany
France
Italy
Sweden
Eastern-Europe
Russia
Asia
China
Based on these Criteria the selected 8 Markets were:
28Quality in Everything We Do e
In-Depth Research Program for each of these 8 Markets
1. Qualitative Research
2 Focus Groups per country
In the US and UK 3 Focus Groups each
1. Qualitative Research
2 Focus Groups per country
In the US and UK 3 Focus Groups each
based on 18 Focus Groupsbased on 18 Focus Groups
29Quality in Everything We Do e
Method of Focus Groups
Per group 8-10 participants (consumers)
Men and women (approx. 50% each)
Different age groups (25-65 years old)
Middle and higher education and income classes
Religious affiliation (except for China):2-3 participants practicing Christians / Evangelicalsat least one representative of the Jewish population
Per group 8-10 participants (consumers)
Men and women (approx. 50% each)
Different age groups (25-65 years old)
Middle and higher education and income classes
Religious affiliation (except for China):2-3 participants practicing Christians / Evangelicalsat least one representative of the Jewish population
30Quality in Everything We Do e
Method of Focus Groups
All participants with travel experience to the Southeast Mediterranean (especially Egypt, Greece, Turkey)
All participants interested in a trip to Israel / at least 2–3 persons with travel experience to Israel
Selection / identification of participants:
in the scope of pre-screening / pre-interviews
All participants with travel experience to the Southeast Mediterranean (especially Egypt, Greece, Turkey)
All participants interested in a trip to Israel / at least 2–3 persons with travel experience to Israel
Selection / identification of participants:
in the scope of pre-screening / pre-interviews
31Quality in Everything We Do e
Conduction of Focus Groups
The Focus Groups were conducted by institutes specialized in qualitative research (ICC/ESOMAR members) in the individual countries (under the guidance of IPK)
Each Group was guided and analyzed by an expert / psychologist specialized in qualitative research
All Focus Groups were conducted according to a guideline of topics
The Focus Groups were conducted by institutes specialized in qualitative research (ICC/ESOMAR members) in the individual countries (under the guidance of IPK)
Each Group was guided and analyzed by an expert / psychologist specialized in qualitative research
All Focus Groups were conducted according to a guideline of topics
32Quality in Everything We Do e
Focus Group Tasks
Determination of topics such as
awareness / perception of Israel factors of attraction factors of rejection assessment of the different products / offers / holiday types strengths / weaknesses of the offer expectations towards the product comparison with other destinations / competitors etc.
as well as a test of TV commercials
Determination of topics such as
awareness / perception of Israel factors of attraction factors of rejection assessment of the different products / offers / holiday types strengths / weaknesses of the offer expectations towards the product comparison with other destinations / competitors etc.
as well as a test of TV commercials
33Quality in Everything We Do e
2. Quantitative Research
in each of the 8 markets
2. Quantitative Research
in each of the 8 markets
based on surveys “representative of the population”based on surveys “representative of the population”
In-Depth Research Program for the 8 Top Markets
34Quality in Everything We Do e
Sample of the Population Survey
Only persons with outbound tourism experience last 5 years and / or intention next 5 years.
Sub-sample of Jewish / religious people, respectively Evangelicals (depending on the countries’ predominant religious group)
Only persons with outbound tourism experience last 5 years and / or intention next 5 years.
Sub-sample of Jewish / religious people, respectively Evangelicals (depending on the countries’ predominant religious group)
The sample (in each of the 8 countries) was determined by a pre-screening.
The appropriate pre-screening questions were asked in a sample being representative of the population (according sex, age, regional distribution, etc.).
The sample (in each of the 8 countries) was determined by a pre-screening.
The appropriate pre-screening questions were asked in a sample being representative of the population (according sex, age, regional distribution, etc.).
35Quality in Everything We Do e
Population Surveys
At least 1,000 interviews per market
Telephone interviews (CATI method: Computer Assisted Telephone Interviews) in all markets
Random selection of the interviewees
Partner institutes of IPK, specialized in quantitative population surveys in the respective countries
All institutes following ICC / ESOMAR standards / codex
At least 1,000 interviews per market
Telephone interviews (CATI method: Computer Assisted Telephone Interviews) in all markets
Random selection of the interviewees
Partner institutes of IPK, specialized in quantitative population surveys in the respective countries
All institutes following ICC / ESOMAR standards / codex
36Quality in Everything We Do e
Task of the Population Survey
image of Israel future interest potential for Israel interest in different holiday products factors of attraction / motives of Israel relevance of religious motives price image travel season accommodation preference booking preference future target groups
image of Israel future interest potential for Israel interest in different holiday products factors of attraction / motives of Israel relevance of religious motives price image travel season accommodation preference booking preference future target groups
Specific questions with regard to Israel were asked, such asSpecific questions with regard to Israel were asked, such as
37Quality in Everything We Do e
3. Trade Research
In total for all 8 markets
Per market 5 – 8 interviews
3. Trade Research
In total for all 8 markets
Per market 5 – 8 interviews
In-Depth Research Program for the Top 8 Markets
based on 51 Tour Operator Interviewsbased on 51 Tour Operator Interviews
38Quality in Everything We Do e
Method of the Trade Research
51 Tour Operators in total
Europe: 37 / USA: 9 / China: 5
51 Tour Operators in total
Europe: 37 / USA: 9 / China: 5
In accordance with the client, important Tour Operators offering / not offering Israel were chosen for each market:In accordance with the client, important Tour Operators offering / not offering Israel were chosen for each market:
30 Tour Operators “offering” Israel
30 Tour Operators “offering” Israel
21 Tour Operators “not offering” Israel21 Tour Operators “not offering” Israel
39Quality in Everything We Do e
The Tour Operator Interviews were conducted
via telephone
with senior managers responsible for Israel / the Southeast Mediterranean
with the help of a guideline / questionnaire
via telephone
with senior managers responsible for Israel / the Southeast Mediterranean
with the help of a guideline / questionnaire
40Quality in Everything We Do e
Task of the Tour Operator Survey
image of Israel in the tour operator’s view
strengths / weaknesses of Israel
positioning of Israel vs. competitor destinations
interest in including / extending the Israel offer
expectation regarding sales support
aviation and lodging
etc.
image of Israel in the tour operator’s view
strengths / weaknesses of Israel
positioning of Israel vs. competitor destinations
interest in including / extending the Israel offer
expectation regarding sales support
aviation and lodging
etc.
Determination of topics such asDetermination of topics such as
41Quality in Everything We Do e
Method & Data Pool for the International Markets
All in all
a very comprehensive data pool
with a high validity and reliability
allowing the development of secured marketing strategies
for Israel in the international markets
All in all
a very comprehensive data pool
with a high validity and reliability
allowing the development of secured marketing strategies
for Israel in the international markets
42Quality in Everything We Do e