Travel destination iceland 2015

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  • Reproduction or dissemination of any information contained herein is granted only by contract or prior written permission from Market and Media Research Ltd. (Markas- og milarannsknir ehf).MMR is a corporate member of ESOMAR.

    Copyright 2006 Markas- og milarannsknir ehf.All rigths reserved.

    Travel Destination Iceland

    slandsstofaSurvey in European MarketsApril 2015

  • Contents & Fieldwork

  • 3Contents & Fieldwork

    Market Segments

    Main Results

    Detailed Results

    Top of Mind Travel Destinations

    Travel Behaviour

    Destination Positiveness & Travel Intention

    Thoughts of Iceland

    Destination Association with Statements

    Advertising and Media Coverage

    Denmark

    France

    Germany

    United Kingdom

    3

    6

    11

    41

    11

    14

    21

    25

    32

    39

    41

    136

    231

    326

    Table of Contents

    Slide Go To

  • 4Fieldwork summary and respondents

    Fieldwork summary Number of respondents

    Client: slandsstofa

    Fieldwork period: April 2015

    Methodology: Online

    Sample: Nationally representative. 18+ years of age in for Denmark, France, Germany and United Kingdom

    Denmark: 1006

    France: 1025

    Germany: 1036

    United Kingdom: 2091

  • 5Executive summary

    Iceland may not be the first country that comes to mind when thinking about travel destinations but it is certainly a country that more and more want to visit. This is one of the interesting learnings to be drawn from our sixth (near) annual survey in Denmark, France, Germany and the United Kingdom.

    When asked to name a travel destination to experience both nature and culture, between 1% and 2% of our surveyed nationalities named Iceland as their first mention. However, when asking about positiveness towards Iceland as a travel destination, an average of 64% of the people surveyed indicated they had positive views on Iceland. This is a significant upwards shift from last year when 55% expressed positive views on Iceland. This is followed by an average of 25% of respondents in each country claiming an intent to visit Iceland within three years. This compares favorably when looking at claimed travel intent for other destinations surveyed with an average of 25% expressing an intent to visit Canada within three years, 20% to visit Finland and 18% to visit New Zealand. Only Norway has a higher claim-to-visit than Iceland with 34% stating an intent to visit within three years (the high average largely due to an exceptionally high claim by residents of neighboring Denmark).

    There is also a continuing increase in the number of respondents stating an interest to travel to Iceland during the months of September through April. In total, 45% of German respondents, 52% of British respondents, 42% of French respondents and 31% of Danish respondents stated they would consider travelling to Iceland during these months. The increase from last year is 11% in Germany, 10% in the UK, 14% in France and 11% in Denmark.

    Looking at the attributes people are willing to associate with Iceland as a travel destination we can see that over 70% of respondents in each country say that Iceland is a safe place to enjoy wilderness, stillness, purity, extraordinary landscapes and natural wonders. We also see that near 80% or more state that Iceland is not too far away to travel to.

    However when looking at some of the other attributes we asked about the survey the findings indicate there is still room for improvement. For example only 8% of Danes, 15% of Germans, 22% of French and 34% of the British associate Iceland with being a good destination for a city break experience. Furthermore an average of 37% associated Iceland with offering exciting restaurants and just 27% associated Iceland with offering good value for money.

  • Market Segments

  • 7Market Segments

    > Segmentation built on behavioural questions

    I.e. questions regarding how people plan their travels and what is it that people like to experience

    > The goal is to isolate groups of people that have similar expectations

    With aim to to isolate groups that are likely to be interested in our product

    > Analysis revealed five groups of travellers

    Three groups that are unlikely Iceland visitors

    Two groups that are more likely to consider Iceland

    ABOUT SEGMENTATION

  • 8Market Segments

    > The sun lovers

    > The holidaymakers (for whom travel is a more of a treat rather than a lifestyle)

    > The mainstream bargain travellers (families making a living)

    WHAT THEY TEND TO HAVE IN COMMON (OVER OTHER GROUPS)

    THERE ARE SOME THAT ARE JUST NOT LIKELY TO VISIT ICELAND (62 out of 100)

    > Prefer holidaying to warm and sunny destinations

    > Not likely to want to travel to Iceland or other "off-track" destinatons such as New Zeland, Canada, Norway or Finland.

    WHAT SETS THEM APART (RELATIVELY)

    THE SUN LOVERS (16%)

    > Do not like to travel independently or take holidays of the beaten track

    > Use internet and social media to get information about whats happening but do not use social media to share experiences

    > Not likely to to visit any of the 5 travel destinations

    > Average income

    > High propensity in the UK

    THE HOLIDAYMAKERS (16%)

    > Likely to travel independently (and even off the beaten track)

    > Want to learn about culture and history of travel destination

    > Do not use internet to get information nor use social media to share experiences

    > Age above average (72% aged 45+)

    > Below average income

    > Few or no children in household

    > High propensity in Germany

    MAINSTREAM BARGAIN TRAVELLER (28%)

    > Overall negative towards travelling and travel less often other segments

    > Keen to use social media to share experiences

    > Tend to fall out to lower income brackets

    > Relatively young (53% under 45)

    > More likely to have children at home

    > Highest propensity in France

  • 9Market Segments

    > The Active Traveller

    > The Adventure Traveller

    WHAT THEY TEND TO HAVE IN COMMON (OVER OTHER GROUPS)

    THEN THERE IS THE ENLIGHTENED TRAVELLER (38 OUT OF 100)

    > Do not only want to go on holiday in warm an sunny places

    > Want to learn about the culture and history of the travel destination

    > Tendency to seek new travel destinations

    > Use the internet on a regular basis to get information about what's happening in the world

    > Tend to be positive towards Iceland and other "off-track" destinations such as New Zealand, Canada, Norway or Finland

    > On average higher income (near25% above 70.000 EUR annual HH income)

    > Higher education (near 50% with University degree)

    > Tendency to travel abroad more often than the average person

    > Positive towards Iceland as a travel destination (73%+)

    > Likely to consider Iceland during winter season (40%+)

    > More likely to intend to visit Iceland (26%+ within 3 years)

  • 10

    Market Segments

    HOWEVER WE FOUND THAT THERE ARE TWO TYPES OF THE ENLIGHTENED TRAVELLER

    THE ACTIVE TRAVELLER (19%)

    > Age above average (63% aged 45+)

    > More likely to have few or no children in household

    > Do not use social media to share experiences

    > Want to travel independently and off the beaten track

    > More likely to travel off peak seasons

    > Higher propensity in Denmark

    THE ADVENTURE TRAVELLER (18%)

    > Younger than average (58% under 45)

    > More likely to have (young) children

    > High propensity to use social media to share experience

    > Not as keen to travel independently and off the beaten track

    > More likely to seek new travel experiences

    > Higher propensity in the UK and (to a lesser extent) in Denmark

  • Main Results | Top of Mind Travel Destinations

  • 12

    Top of mind travel destinations | First MentionsWhich countries come to mind when thinking about travel destinations to experience both nature and culture?*

    Top 5 mentions Comparison countries Top 5 mentions Comparison countries

    Top 5 mentions Comparison countries Top 5 mentions Comparison countries

    * Open question First mentioned of up to three mentions

  • 13

    Top of mind travel destinations | All MentionsWhich countries come to mind when thinking about travel destinations to experience both nature and culture?

    Top 5 mentions Comparison countries Top 5 mentions Comparison countries

    Top 5 mentions Comparison countries Top 5 mentions Comparison countries

    * Open question Up to three mentions

  • Main Results | Travel Behaviour

  • 15

    Travel Behavior | StatementsAgreement on statements

    Danes tend to use the Internet more than people from the other markets (75%)

    Are more inclined to travel during the winter months (60%)

    But below average on taking holidays off the beaten track (45%) or only where it is warm and sunny (34%)

    French and German very similar travel behavior

    Though Germans are more likely to like spending time outdoors in the nature and to travel independently

    Brits least likely to travel independently (38%) Also well below average on taking holiday of the

    beaten track Not significantly above average on any of the

    statements

    Travel Behavior StatementsPercentage Tend to agree and Strongly agree

  • 16

    Travel FrequencyThinking about the past 2 years (i.e. since March