2. Pitch / tender proposals
• Our observations
o A pitch can definitely benefit from a creative format, but... Creative pitches and
proposals are not necessarily the key to success.
o It is our experience that content (as well as pricing) is still far more important than
a creative format, when it comes to winning a pitch and / or securing a new
contract following a proposal.
o Creative aspects in a pitch document or proposal is usually appreciated if it adds
value to the content of the document.
o Especially “traditional” destinations are very focused on content that is “straight
forward” and put less value on creativity.
• Examples of recent successful / well received proposals
o Kenya Tourist Board
o Zimbabwe Tourist Board
o Curacao Tourist Board
3. Kenya Tourist Board
• The pitch in general
o Traditional pitch, with focus on content
o Pitch led to signed contract
o Creative angle that was appreciated:
Survey among Dutch travel agents on perception and experience with Kenya was
part of the pitch document:
We randomly selected 40 travel agents among leading travel retail brands all over
the Netherlands, but with a focus on the western part (the heaviest populated
part). Our team asked a number of questions to travel agency counter clerks and
based on their daily sales and advice routines. This research certainly is not judged
as ‘representative’ but strongly ‘indicative’.
4.
5. Agents only regard South
Africa as key competitor.
Neither other safari
countries nor (beach
focused) Indian Ocean
islands are mentioned.
Obvious that agents regard
Kenya as premier
safari/wildlife destination and
with strong beach values.
7. Kenya is favorite under
couples and families; who
mainly book full packages
and who weren’t disturbed
by some protests in the
country recently.
8. Travel agents are lacking knowledge compared to Kenya’s
main competitor South Africa and even have an additional
wish to go there. A country to win for Kenya….
9. Agents are pleased with current airlift, but would
be welcoming the KTB to make more promotional
material/channels available
10. Zimbabwe Tourist Board
• The pitch in general
o Traditional proposal, with focus on content
o Proposal led to signed contract
o Creative angles that were appreciated:
- Airlines sales / BSP figures
- Understanding the Dutch
11. Airlines sales Netherlands
KLM
Emirates
Kenya Airways
British Airways
South African Airways
Egypt Air
Airline sales in USD from April 2013 – Feb 2014
KLM (2.726.172), Emirates (431.864), Kenya Airways (245.940), BA
(146.992), SAA (145.649, Egypt Air (168.924).
12. Airlines sales Belgium
Ethiopian
KLM
British Airways
South African Airways
Airlines sales in USD from April 2013 – February 2014
Ethopian (USD 363.620), KLM (566.133), BA (306.377), SAA (398.560)
13. They:
• Admire their Royals
• Have embraced social media
• Always say what they think
• Have strange food habits
• Are champions of cycling
• Are famous for their cheeses and tulips
• Are discoverers
• Only spend their money after having
saved it
Understanding The Dutch
14. Curacao Tourist Board
• The pitch in general
o Traditional proposal, with focus on content, including personal presentation of the
proposal
o Proposal did not lead to signed contract, but we received huge compliments both on
proposal and presentation. CTBE choose another agency, because they wanted to try an
agency that wasn’t specialised in the field of tourism.
o Creative angles that were appreciated:
- Overall market information
- Personal presentation
- Video‘s of research among consumers – What do consumers think of Curacao?
In preparation of this proposal we have undertaken a survey among Dutch consumers. It is
important to share the views of consumers about Curacao. We have included this in the
proposal by recording several interviews with Dutch consumers and asking them various
questions on their perception of or experience with a holiday in Curacao.
Video:
15. Overall Market The Netherlands
In 2012 over 20% of all
air based holidays
was long-haul
12.6
>20 %
Days in average for
main beach holiday
(for roundtrip up to
17.7 days)
of the Dutch
population is travelling
(61% abroad)
81%
were spent on travel
abroad in 2012
12.9 billion €
18,6 million
Holidays abroad
are spent per year
plan four trips or more
every year
26%
36%
Source: NBTC NIPO annual holiday survey 2012
110,000 Dutch
cruise holidays
were taken in
2012 (+14%)
+14%
16. 53 %
30%
€ 1,725
52 %of Dutch travellers
take the car
is spent on average for
a long haul holiday, of
which 61% on the
accommodation/ticket
60%
of all holidays abroad
are 7 nights or longer
36 %
of Dutch travellers
take the plane
28 %of all holidays abroad
is focused on beach
only
holidays spent in
European countries
11.8 million
40 %
Hotels remain the first
accommodation
choice
Source: NBTC NIPO annual holiday survey 2012
Overall Market The Netherlands
30%
Of all holidays
abroad taken in
Mediterranean
destinations
17. @
TA
TO
Travel Tradek n o w l e d g e
78 %
WWW
90%
1,240
Travel Agencies
used the Internet as
information source
booked their
holidays online
232
listed Dutch Tour
Operators
Strong growth of Dutch who
independently book at
accommodation or DMC at
destination
Dutch home based
travel advisors and
rapidly growing
550
AB
High end market
increasingly spending on
holidays
Source: NBTC NIPO annual holiday survey 2012
18. 2,500
Media
P r o v i d i n g e x c e l l e n t m a r k e t k n o w l e d g e
Print, online and
RTV media provide
the public with
information and
entertainment
3,000,000
Dutch are using the full Dutch
language Hyves social media
platform
7,900,000
Dutch Users are on Facebook
5,200,000
Dutch users are active on
Twitter (33%)
6,900,000
Dutch are actively using
YouTube
19. For More Information Contact
Name: Gerda Kloezeman
Office: The Netherlands
Email: gkloezeman@aviareps.com
