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 Glance
Population: 142 million (9th in world)
Language: Russian
Capital: Moscow (GMT+4)
GDP: US$ 1,850 Bln (9th in world)
Economic Growth 3.7% in 2012
GDP 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
`
Background to the Russian market
1.1 Russian Travel Trade Structure and
Statistics
Russia outbound travel
Rest of World
Million
30
Central/Eastern Europe
25
Southern Europe
Western Europe
Northern Europe
20
15
10
5
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
*Outbound travel defined as tourist arrivals to all destinations
Source: Tourism Economics
Russian Growth Continues Unabated
Visits from Russia to select destinations
2012, year-to-date*, % change year ago
50
80>
60
40
30
20
10
Source : TourMIS
*date varies (Mar-Aug) by destination
Montenegro
United Kingdom
Netherlands
Croatia
Austria
Slovenia
Belgium
Serbia
Germany
Hungary
Malta
Romania
Czech Republic
Bulgaria
Italy
Estonia
Spain
Latvia
Cyprus
Slovakia
Lithuania
Poland
-10
Iceland
0
Comparative growth figures
2009- 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%
Background to the Russian market
1.2 Russian Travel Market Key Facts
Key Facts: Russian Travel Market
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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
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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
Key Russian Travel Destinations
2.1 Where do Russians travel in Europe ?
Top 10 European Destinations in 2010
Country
% 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%
2011 Traffic Increase to Europe
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%.
2.2 Key Assets of Flanders for Russian
Travellers
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•
•
•
•
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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
3. Russian Traveller Profile and Segments
Russian Travel Characteristics 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
Group & FIT Russian visitors
Basic profiles of Russian visitors to Flanders:
• 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.
Russian Segments
•
High Network Individuals (VIPs)
•
Families
•
Experience Seekers
•
MICE groups
Key Leisure
Segments
High Net Worth
Individuals (VIPs)
Families
Booking habits
VIP travel agency
Travel agent
or concierge service
Experience
Seekers
Internet or via
special interest
travel agents
High Net
net worth
Worth
Families
Experience
individuals37-50
(VIPs)
Seekers
Age range Individuals
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 potentialFlanders is a good
match for them
Targeting the Russian MICE Market
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•
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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
4. How to target the Russian Market
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Workshops
Individual sales calls
Branded road-shows and events
Be informed- sign up for TMI E market update
Branded Road-shows
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.
Be better Informed
TMI - Russian Travel Intelligence Brief
A free monthly Russian market intelligence Brief. It
provides up-date travel statistics and future travel
trends in the Russian market
Requests to hl@tmiconsultancy.com
We are your Flanders Office in Russia
Tel: +7 495 787 2753
Thank you for your Attention
Questions and Answers