The Russian market – Flanders Connection 2012

Content

Background to the Russian market 1.1 Russian Travel Trade Structure and Statistics

1.2 Russian Travel Market Key Facts

2 Travel Destinations for Russians 2.1 Where do Russians travel in Europe  

2.1 Key Assets of Flanders for Russian travellers

3 Russian traveller Profile- Key Segments

 

4 How to reach the Russian market

Russia at a GlancePopulation: 142 million (9th in world)Language: RussianCapital: Moscow (GMT+4)GDP: US$ 1,850 Bln (9th in world)Economic Growth 3.7% in 2012GDP per Capita: US $13,000 (53rd in world)

Cities with the population over 1 million Moscow 10.6 St Petersburg 4.6 Novosibirsk 1.4 Yekaterinburg 1.3 Nizhny Novgorod 1.3 Kazan, Samara, Omsk and Chelyabinsk 1.1 Rostov & Ufa 1.0

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1.1 Russian Travel Trade Structure and Statistics

Background to the Russian market

Russia outbound travel

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*Outbound travel defined as tourist arrivals to all destinationsSource: Tourism Economics

Russian Growth Continues Unabated

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Visits from Russia to select destinations2012, year-to-date*, % change year ago

Source : TourMIS *date varies (Mar-Aug) by destination

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Comparative growth figures2009- 2011

2011 & 2012 Tourism Statistics

2011 Russian outbound Tourism statistics• Russian market grew +11% in 2011, previously

grew at 18% per year 2004-08• Leisure traffic up 15%• Business Travel traffic up 7%• Total no. of visits abroad 43.7 million • Leisure Travel reached 14.5 Million

2012 Russian Statistics so far…• 2012 Jan-June Russian Market grew by +6.6%• Total no. of visits abroad 20 million • Leisure Travel reached 6.5 Million

2012 Tourism Statistics for Flanders

• Overnights 7 months 2012 to Belgium: 120 000 16.2%

• Overnights 7 months 2012 Flanders incl. Brussels: 112.000 +19.5%

• Overnight 7 months 2012 in Flanders: 52 000 +8.8%

1.2 Russian Travel Market Key Facts

Background to the Russian market

Key Facts: Russian Travel Market Russia is the 5th largest out bound travel

market in Europe and the 9th largest market in the World, according to Boston Consulting Group

Wealth is concentrated in a few cities of more than 1 million people, easy to target.

Russian travel spend is impressive:

2011- an average of 677 US$ per trip, with many tourists to Europe spending substantially more

2011- 22% in total market figures and is still growing…

Consolidated of Russian Travel Industry

• Consolidation since 2007 due to introduction of a new law on Tour operators, Moscow companies now dominate and control charter flights from regional cities to key mass market destinations.

• The entry of international players, including Kuoni (Megapolus), TUI Russia & Ukraine joint venture and in 2011 Intourist & Thomas Cook created a joint venutre

Turkish TO’s such as Odeon Group, Pegas Turistic dominate mass market destinations

High Spend and High Growth

• Russians are high spenders, they rank as no. 1 (non- EU)spenders at 5 out of 8 designer villages in Europe. Kazakhs also rank in the top 10 spenders of 4

• 3rd Fastest growing travel market in the world after India & China, average growth rate of 18% from 2004-08. Growth rates in Europe average above 25% per year.

• Russia remains a “star performer as a source market”, according to the ETC with Growth rates exceeding 10% in 70% of European markets in 2012

Increasing Role of Online Booking 18% of all on-line Traffic in Russia is Travel-

related 70% of internet bookings are for

destinations abroad Under 40’s are the dominant users International online companies reported a

450% increase in profits in 2009 while the total market went down by 19%

Seasonality of Russian Holidays

Key months for Summer Holidays are:• May & June: 11%• July & August: 45%• Sept: 19%

Other peak periods are:• January 1st -10th Official New Year & Orthodox Christmas

break• May 1st -10th Labor Day May 1st- 2nd and Victory Day

May, 9th • Nov & March Children Half- term holiday. Important for

families with children school age

2.1 Where do Russians travel in Europe ?

Key Russian Travel Destinations

Top 10 European Destinations in 2010Country % growth- 2010

Turkey 22.6 %

Finland 34.3%

Germany 52.2 %

Italy 34.6 %

Spain 76.3 %

Greece 75.5%

Czech Republic 37%

France 10.4%

Cyprus 42.7%

Bulgaria 40%

Success Stories for 2011

Estonia +118% Norway +100% Sweden +99% Greece +58%Spain +57 % Germany +49% Austria +41% Cyprus +38%Czech Republic + 37% Bulgaria and the UK +29%Flanders (including Brussels): + 29.7%.

2011 Traffic Increase to Europe

2.2 Key Assets of Flanders for Russian Travellers

• Potential ‘ city break’ destination- newly developed product • Good flight accessibility.• A High quality and diverse products, such as fashion, gastronomy and heritage• Attractive for 1st time travellers as well as sophisticated FIT market • Year round appeal • Russians have still to recognize Flanders potential in terms of a gourmet and

beer destination.• FIT segment is looking for an experience not just a destination, Flanders can

fulfill that expectation.• Flanders has all the characteristics to become an incentive destination for the

Russian market, as knowledge of the product is developed

Russian Travel Characteristics and Segments

3. Russian Traveller Profile and Segments

Who is the Russian Tourist

• Younger than European average, require flexibility & fun • Extravagant spenders and Expect 24 hours service• Glamour & Style Addicts: Designer Hotels and fashionable

clothe brands• Brand oriented: but discerning (value niche brands)• Love Sushi and Sea food • Entertainment means Drinking, Eating & Music• Hedonistic lifestyle and Not as “Green” as other European

travellers• Russians love the Seaside and warm weather as well

as chic urban destinations

• the 1st timer- Group Visitor - often visiting Europe for the 1st time, with limited language skills and travelling in a group with Russian speaking guides

• The more Sophisticated FIT traveller, who has already visited many European countries, often speaks English and wants to gain ‘an experience’ from the visit to Flanders and prefers to travel in the company of friends of as a couple or a family.

Group & FIT Russian visitors

Basic profiles of Russian visitors to Flanders:

Russian Segments

• High Network Individuals (VIPs)

• Families

• Experience Seekers

• MICE groups

High net worth individuals

Families Experience SeekersHigh Net Worth Individuals (VIPs)

Families Experience Seekers

Key Leisure Segments

High Net Worth Individuals (VIPs)

Families Experience Seekers

Booking habits VIP travel agency or concierge service

Travel agent Internet or via special interest travel agents

Age range 37-50 years 28- 42 years 25- 50 years

Geographic source Mainly Moscow, as well as wealthy regional cities

All key urban cities of 1 million

Sophisticated Urban cities with high levels of education

Market Share 15% 50% 35%

Monthly Income 10,000 Euro ++ 1,200- 2,500 Euro 1,500- 5,000 Euro

Seasonality Year round but especially summer and Jan, as well as short breaks

Limited to schools holidays, summer and May holidays

Summer holidays, May holidays and New year and short holiday breaks

Interest in Flanders Good to High potential if have tailor made tour

Medium to good potential but highly price conscious

High potential- Flanders is a good match for them

Targeting the Russian MICE Market • Key Characteristics • Age: 30-50+• Geographic source market: all large cities in Russia, but 90% of all requests come

from Moscow incentive houses or MICE companies• How do they travel: corporate groups for Visa destinations are from 20-50 persons• Key characteristics: Mainly MEET- CENTIVE segment, good meeting facilities,

including free internet, 24 service, creativity and unique programmes, competitively priced with something special

• Income: Trip is sponsored by the employer so highly variable budget.• Seasonality: Autumn and Spring• How do they book: via a specialized MICE agencies and incentive houses• Normally require direct flights or book full charters and will not fly more than 5 hours

for large groups• Characteristics

• Corporate non-luxury policy often limits accommodation to 4* hotels• Large conference facilities not required• Fun trips, similar to Leisure but with a creative component

• Workshops• Individual sales calls• Branded road-shows and events• Be informed- sign up for TMI E market update

4. How to target the Russian Market

Feb 12-15th, 2013- 1st Flanders Roadshow in Russia (Moscow & St Petersburg)

This is the most targeted way to access the high spend individual via luxury travel agents as well as key tour operators linked to the group market.

Branded Road-shows

A free monthly Russian market intelligence Brief. It provides up-date travel statistics and future travel

trends in the Russian marketRequests to hl@tmiconsultancy.com

We are your Flanders Office in Russia

Tel: +7 495 787 2753

Be better InformedTMI - Russian Travel Intelligence Brief

Thank you for your Attention

Questions and Answers