MARKET INTELLIGENCE NORWAY 2016

MARKET INTELLIGENCE NORWAY 2016

CONTENT Quick overview Norwegian market
Evolution & characteristics outbound trips Norwegian market in Flanders The Norwegian traveller’s booking behaviour Online travel market Travel trade Online conversation in 2015 Brand topics Destination topics Channels The Cultural Traveller Definition Methodology 3 types of Cultural Travellers Update occupancy rates 2016

Overview Norwegian market – outbound trips
* = Projections Norway is the second largest Nordic outbound market with 9.2 million in However this is a slight decline over 2013 (-1%). This is caused by the fact that Norway’s GDP growth has been weakened in recent years by the fall in oil prices. But overall the period was a good one, recording and average annual growth of 5% of all outbound trips. Projections are also positive, it is expected that the number of outbound trips will grow with 7% by 2019.

Overview Norwegian market – outbound trips
* = Projections Air travel dominates the Norwegian outbound travel market and grew by 1,3% in This is expected to remain faily stagnant until 2019. Ther Norwegian air travel market on the whole has been performing well. The total number of passengers carried between 2010 and 2014 grew annually by 6.7%. This growth has been possible by huge investments by Norwegian Air Shuttle and SAS. Norway has also attracted several foreign LCC’s in the recent future, such as Wizzair and Ryanair.

Overview Scandinavian arrivals in Flanders
* Projections Source until 2015: FDP Economy DGS Source projections: Global Data

Norwegian market in Flanders
Evolution number of arrivals and overnights in all market – 2015 vs 2014 (preliminary figures) The Norwegian market (25th in arrivals) shows a decrease in arrivals and overnights in 2015, mostly due to a fall in arrivals in the last two months.

Evolution number of arrivals and overnights in market 10 to 19 – 2015 vs 2014 (preliminary figures) The Norwegian market (25th in arrivals) shows a decrease in arrivals and overnights in 2015, mostly due to a fall in arrivals in the last two months.

Evolution number of arrivals and length of stay ( , preliminary figures) The Norwegian arrivals grew with 17% in the past ten years, which means an average annual growth of 2%. Length of stay decreased throughout this period, which means that the Norwegian tourist stays less long then in 2006.

Share of arrivals in subdestinations (2014, %) The art cities receive 81% of all Nowegian arrivals. 3/4th of these take place in Brussels.

Seasonality for different purposes of stay (2014) Norwegian leisure arrivals show a varied trend during the year, with peaks in early spring, summer and autumn. Arrivals for business purposes peak in late spring and in autumn. Norway is a business market, arrivals for leisure are only in the summer higher than than business arrivals.

Intelligence input for action plan 2017
Quick overview Norwegian market Evolution & characteristics outbound trips Norwegian market in Flanders The Norwegian traveller’s booking behaviour Online travel market Travel trade Online conversation in 2015 Brand topics Destination topics Channels The Cultural Traveller Definition Methodology 3 types of Cultural Travellers Update occupancy rates 2016

Online travel market Scandinavia
Scandinavia has Europe’s highest online booking penetration at 63% in Despite this high penetration, total online travel bookings are still growing at about 5% per year. By 2017 penetration will reach 66%. Scandinavian online travel market - OTA vs. Supplier-direct share Suppliers’ direct share of the online travel market is at 61% and is projected to remain steady during the next several years. The projected growth is estimated at 3-5% annually. The OTA growth rates exceed those for the supplier-direct segment for the forecasted period. But the growth rate is slowing down from 13% in 2014 to 5% by 2017.

Market value evolution of the travel trade sector
Norwegian travel market – Revenue and size (2014) Online travel agents have the highest revenue and performed well during the past five years. In-store tour operators grew modestly. In-store travel agents saw a decline in their revenue. The outlook for the next five years isn’t very positive. It is expected that all segments will see a decline.

Online conversation Next slides are about the online conversation about Flanders: brand topics and destination topics. The brand topics are being measured by keywords relating to the Flemish masters, gastronomy or WWI. The destination topics are being measured by keywords relating to attractions, sites, … in Flanders, the cities or Belgium In the online conversation we track on texts on publicly available online sources. Eg private Facebook is not included It is important to look at the figures in a relative sense: comparing shares between countries.

Online conversation in 2015
Number of mentions in general dashboard The number of Norwegian mentions is small.

Mentions in general dashboard split on brand topics In Flemish Masters we track the names of 15 masters. In Gastronomy it is about beer, fries, chocolate, top gastronomy, … In Norway the gastronomy share is very important.

Mentions in general dashboard split on destinations topics The number about the destination is too small (only 17!)

Mainstream media (red colours) have a clearly higher share than social media (blue colours).

Cultural Traveller – definition
= An overnight visitor for whom the opportunity to experience culture is a decisive factor in the destination choice. “Experiencing culture” can take on many forms: Art & Culture experience (museum, gallery, festivals,…) Heritage experience (cultural, natural, religious,…) Local culture experience (food, cycling culture, other traditions, language,…) We distinguish 4 types of cultural travelers, according to the “culture experience” Art & Culture Lover (Art & Culture experience) Heritage Lover (Heritage experience) Foodie (Local culture experience – Food) Cycling Fan (Local culture experience – Cycling culture)

Cultural Traveller – definition
Leisure FOODIE ART & CULTURE LOVER LOCAL Experience ART & CULTURE MICE Business CYCLING FAN Leisure vs Business Experiencing Culture 4 types of Cultural Travellers HERITAGE LOVER HERITAGE

Cultural Traveller – methodology
1 The Cultural Traveller is explored from 2 viewpoints: 2 The Cultural Traveller is explored on its characteristics and behavior 3 The Cultural Traveller is explored within the markets listed below(*; **) The BRIC countries are not included in this excercise. 1 POTENTIAL MARKET = SOURCE MARKET What is the share of the Cultural Traveller in our source markets?* 2 ACTUAL MARKET = FLANDERS What is the share of the Cultural Traveller in our destination Flanders?** *Based on Visit Flanders’ online research in the market (Flemish Masters ) on people who travel abroad from the following source markets: Netherlands, France, Germany, UK, Spain, Italy, Norway, Denmark, Sweden, Switzerland, Austria, USA, Japan ** Based on Visit Flanders’ face to face interviews in the destination (The holidaymaker in Flanders, Art Cities– 2011) for the following source markets: Netherlands, France, Germany, Uk, Spain, Italy, Scandinavia, USA, Japan

The motivation of the potential and actual international travellers is the main determining factor in defining the Cultural Traveler. For the 4 types of Cultural Travellers this means: The ‘Art & Culture lover’ is motivated by visiting arts, cultural events, museums, … The ‘Heritage lover’ is motivated by visiting heritage sites, patrimony, … The ‘Foodie’ has ‘gastronomy’ as an important motivation for travelling The ‘Cycling fan’ is motivated by cycling culture (actively & passively) Important remarks: - Travellers can have multiple motivations for a trip so this means that they can appear in one or more types (above) at the same time. - For more details on the definition, see specific reports ‘Profile of the Arts & Culture lover’, ‘Profile of the ‘Heritage lover’ and ‘Profile of the Foodie’.

Leisure FOODIE ART & CULTURE LOVER LOCAL Experience ART & CULTURE MICE Business CYCLING FAN Leisure vs Business Experiencing Culture 4 types of Cultural Travellers HERITAGE LOVER HERITAGE 1 2 3 = CULTURAL TRAVELLER 5 In this document we refer to the Cultural Traveller as a compilation of only the following 3 types 1. Art & Culture lover 2. Heritage Lover 3. Foodie The cycling fan is not included in this document (no detailed research yet – to come oct 2017)

Cultural Traveller – 3 types
Cultural Traveller (overall type) 1 2 3 = CULTURAL TRAVELLER FOODIE ART & CULTURE LOVER HERITAGE LOVER What is the share of the overall Cultural Traveller ? 49% of all people who travel abroad is a Cultural Traveller (= potential market) 55% of the visitors in Flanders are Cultural Travellers (= actual market)

Cultural Traveller – overall type
POTENTIAL VS ACTUAL – BY MARKET Most markets show higher ‘actual’ than ‘potential’ shares – this seems logical given the cultural nature of our destination DK: 51% SW: 34% NO: 37% * * In Scandinavia 39% of people who travel abroad are CT’s and 72% of the actual leisure tourists in the Art Cities is a CT. * No share for actual market

Cultural Traveller – overall type
ACTUAL – BY MARKET In 2014 The Dutch, French and UK market have more than ‘actual’ Cultural Travellers The Germans and Spanish market count for arrivals, USA 100,000. 2014 arrivals in 6 Art Cities, data for available markets. Share of CT based on 2011 field research.

1 ART & CULTURE LOVER 1 2 3 FOODIE ART & CULTURE LOVER HERITAGE LOVER - The Art & Culture Lover is motivated by visiting arts, cultural events, museums, … - What is the share of the Art & Culture Lover ? 31% of all people who travel abroad is an Art & Culture Lover (= potential market) no share available for the actual market* * Further research will focus on more details on this traveller

Cultural Traveller – Art & Culture Lover
POTENTIAL– BY MARKET DK: 32% SW: 24% NO: 22% 26% of the Scandinavian potential market is interested in Culture & Arts while travelling

2 HERITAGE LOVER 1 2 3 FOODIE ART & CULTURE LOVER HERITAGE LOVER - The Heritage Lover is motivated by visiting heritage sites, patrimony,… - What is the share of the Heritage Lover ? 45% of all the people who travel abroad is a Heritage Lover (= potential market) 53% of the visitors in Flanders are Heritage Lovers (= actual market)

Cultural Traveller – Heritage Lover
POTENTIAL VS ACTUAL – BY MARKET The high shares of The Heritage Lover’s prove that many Cultural Travellers are Heritage Lovers. DK: 49% SW: 32% NO: 35% * * In Scandinavia 37% of people who travel abroad are Hertiage Lovers and 72% of the actual leisure tourists in the Art Cities is a Hertiage Lover. * No share for actual market

3 FOODIE 1 2 3 FOODIE ART & CULTURE LOVER HERITAGE LOVER - The Foodie is motivated by ‘gastronomy’ (as a motive for travelling) - What is the share of the Foodie ? 10% of all people who travel abroad is a Foodie (= potential market) 6% of the visitors in Flanders are Foodies (= actual market)

Cultural Traveller – Foodie
POTENTIAL VS ACTUAL – BY MARKET Neighbouring markets show the highest ‘actual’ shares Further away markets often have high potential shares for gastronomy. DK: 4% SW: 3% NO: 4% * * 4% of the potential Scandinavian market is interested in gastronomy travel abroad. 2% of Scandinavian tourists in the Art Cities in the actual market is travelling for gastronomy reasons * No share for actual market

Cultural Traveller – Detailed information
All detailed information on the 3 types of Cultural Travellers in the Art Cities – potential and actual characteristics – can be found in 3 separate documents: Profile of The Heritage lover Profile of The Art & Culture lover Profile of The Foodie These documents focus on the following topics for each of the markets*: Socio demo (age, education, profession, household situation) Types of travel and travel motivation Information resources Travel behaviour (accommodation, length of stay, group travel, repeat visit, excursions, activities) Satisfaction For markets with available data*. This means that the BRIC countries are not included in this ‘Cultural Traveller’ analysis. There will be a specific focus on their markets in their reports. For those markets with available data. For the potential market these are: Netherlands, France, Germany, UK, Spain, Italy, Scandinavia, Norway, Denmark, Sweden, Switzerland, Austria, USA, Japan For the actual market these are: Netherlands, France, Germany, Uk, Spain, Italy, Scandinavia, USA, Japan

Flemish Region Room occupancy in hotels in the Flemish region (Brussels excluded) in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 67,1% 69,3% 59,2% 56% 56,3% 57,3% 52,2% 53,3% 43,2% 43,2% = ,8% % ,8% ,1%

Art cities Room occupancy in hotels in the art cities (Brussels excluded) in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 79,7% 77,5% 67,5% 66,1% 63,4% 65,5% 61,8% 62,7% 54,2% 50% -4,2% ,6% ,8% ,4% ,2%

Coast Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 61,4% 57% 54,1% 45,1% 36,9% 33,3% 34,5% 31% 22,9% 19,9% -3% ,3% ,4% ,9% ,3%

Flemish regions Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 61,5% 59,9% 60,2% 54,9% 54,8% 54,3% 50,2% 51,2% 45,5% 43,2% +2,3% ,7% ,7% ,9% ,7%

antwerp Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 74,8% 76,7% 67,1% 66,4% 64,8% 63,2% 65,1% 65,2% 57,8% 55,3% -2,5% ,6% ,7% ,7% ,5%

bruges Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 86% 82,3% 63,5% 63,8% 65,2% 54,9% 54,1% 56,8% 41,8% 38,1% -3,7% ,8% ,7% ,5% ,8%

ghent Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 81,2% 83,7% 73,4% 72,4% 69,9% 71% 68,7% 63,3% 65% 58,6% -4,7% ,2% ,4% ,8% ,7%

leuven Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 73,2% 72,3% 72,3% 74,3% 67,2% 64,9% 67% 58,4% 60,3% 52,3% -6,1% ,4% % ,3% %

mechelen Room occupancy in hotels in the months Jan-May 2015 (blue) compared to the same months in 2016 (pink) 69,6% 71,2% 65,8% 64% 65,4% 61,8% 63% 58,5% 53% 50,9% -2,1% % % ,2% ,7%

Quick overview Norwegian market Evolution & characteristics outbound trips – Canadean Travel & Tourism, Tourism Flows Norwegian market in Flanders - FOD – Directorate-general Statistics The Norwegian traveller’s booking behaviour Online travel market - FOD – Directorate-general Statistics Travel trade – Canadean Travel & Tourism, Country dashboard Online conversation in Synthesio The cultural traveller – Flemish Masters online research (2016) + Art Cities research (2011) Update occupancy rates 2016 – Hotelbarometer

MARKET INTELLIGENCE NORWAY 2016

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