FlaCon 2014 – The German market 1. The German market 2. Successful actions from 2014 3. Focus on 2015

German economic indicators

- GDP per capita (real 2013): 30.388 euro

Source: Oxford Economics, TDM

3,9%

3,4%

0,9% 0,5%

1,0%

2,3%

0,7% 1,0%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

3,5%

4,0%

4,5%

2010 2011 2012 2013

GDP year on year change, real, local currency

Consumer spending year on year change, real, local currency

1. The German market

Ranking 2009 Ranking 2013

1 Germany 1 China

2 United States of America 2 United States of America

3 United Kingdom 3 Germany

4 China 4 Russian Federation

5 France 5 United Kingdom

• 2013: holiday trip (+4 nights) frequency; 1,29 trips p.p.

• Short trip (2-4 days) frequency: 2,27 short trips p.p.

• Holiday travel propensity = 78%

• city trips: this boom continues

Ranking of markets in terms of total outbound travel expenditure (excl transport)

Source: UNWTO

Source: FUR

1. The German market

86,1% of Germans know Flanders in a broad (= heard the name) sense

52,6% of Germans know Flanders in a strict (= have an imagine of it) sense

Source: Toerisme Vlaanderen

German overnight stays in Flanders: 4th market

0

400.000

800.000

1.200.000

1.600.000

2.000.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

-4,4%

Source: FDP Economy, GDS

25%

25% 19%

31%

Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

1. The German market

• customer: multi-optional, ambitious & flexibel • travel information from more variety of sources • More than 50% is using mobile internet • increase of booking via mobile internet: 14% before the trip,

4% during the trip • very good informed customer thanks to mobile internet:

34% before the trip, 27% during during the trip

• kind of booking: structural change in the long run: ...

1. Trends / figures / facts - the German market kind of booking

• winners: accomodations & internet platforms • losers: travel agencies & all-in-trips

32%

7%

14%

30%

16%

44%

8%

7%

21%

13%

Reisbureau

Reisaanbieder direct

Internetportale

Accommodatieaanbiederdirect

2005 2013

Carrier direct

direct supplier of accommodation

Internet platform

tour operator

travel agency

2. Successful actions from 2014 – the German market Joint promotions with e.g.... Deutsche Bahn (carrier) art cities Reisen (B2B) DERTOUR (FIT)

2. Joint Promotion with Deutsche Bahn

• Crossmedia campagne with a welknown brand in the market • Focus on the keyregions in Gemany: Nordrhein-Westfalen &

Rhein-Main • Two flights in spring and autumn • Link between cities en themes in combination with a special

offer/ticket from Deutsche Bahn

3. Focus on 2015 – the German market

B²MC with focus on the cities/on specific themes (e.g. beer or Rubens) concentrate on joint promotions with partners (B2C and B2B) e-magazine: Flanders-special Marco Polo Travelmagazine Social media tools: German FB-page (arond 25.000 fans); special

attention on blogger e.g. Blogger Award Regulare instruments such as newsletters (B2B 2.500 subscribers;

consumer 54.000 subscribers, press 5.000 subscribers) B2B-magazine: print, 5.000 copies, feb 2015 Fam-trips: beer & chocolate, culture and in collaboration with TO’s Fairs: ITB in march & BeNeLux-Roadshow in june Contacts to FIT’s, whole salers and niche TO’s MICE market: in support of LMG

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