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How to conquest the French tourism market?

Analysis of french people needs and expectations as regards as their vacation in Cambodia.
by

hélène petit

on 13 November 2012

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Transcript of How to conquest the French tourism market?

Tourism in Cambodia B2B's Objectives Extend its business on the french market
Enhance its visibility in France Our Mission Analyze the attraction of Cambodia
as a touristic destination for the french market

Identify the obstacles and motivations of french tourists about Cambodia


Highlight the needs and expectations of french tourists CAMBODIA A growing market ...
117 000 french tourists (in 2011)
Evolution: +3,6 %
One of the most dynamic

But with a low added-value rate Development project and Trends:
-Development of the seaside tourism
-Development of the responsible tourism
-Destination "in the air" because of the image of authenticity and the preservation of the nature and local culture
-Increase of investors and development of infrastructures (airports, resorts..)
-Development of solidarity tourism Benchmarking: analyze of the Cambodian travel agencies competitors, based in Cambodia and offering services for the french market. List of main competitors of B2B Cambodia:

Otherway Tour
Exotissimo
Mekong Heritage Travel
Les Guides du Mékong
Asie Voyage
Angkor-Cambodia
Le Monde du Cambodge
Siem Reap International Communication and Marketing:
French versions of their websites
Newsletters
Forums and testimonies of clients
quotation systems
Underlining of their local experiences and professionalism (team presentation, pictures..)
Active Presence on social networks (Facebook, twitter)
Information Rubrics about the country and the different partners (hotels, restaurant, attractions, etc...)

Weak point:
cheap design of the websites Products and services
South East Asia Tour Packages
"Express tours" (few days only)
Theme tours (tourism, trekking tour, home stay tour...)
Tailor-made tours / "à la carte" packages
Responsible Tourism
Volunteering offers and solidarity tourism Price Strategy
- few-mentioned on the websites
- available on request >> underlining of the - - flexibility and adaptability of prices tour according to the expectations of the clients (ideas of a "co production offers")
- Two prices levels depending of the period of the year (low or high season)

Some websites points out the discount of kind of "low-cost" tours (but good idea ??) analyze the French
Market Demand: Tourism in Cambodia Robot Portraits of the french tourist:two segments:
1) He is young, educated and quite wealthy people. He travels alone or with friends. He does between one and 3 big travels per year, mainly between June and September and for around 2 or 3 weeks.
He mainly sleeps in guesthouse or low and middle level-hotels
He spend around 30 to 60 euros per day and he prefers spend his money in food and cultural activities.
He travels mostly for vacation ( Leisure travel) or because he has a job position
When he travels, he pays more attention to the price and the quality-fiability and the reputation of the place-companies he goes with.
He likes when he travels, to have some fun, to eat some good food and to travel safe in a welcoming destination.
He is open-minded to other cultures, he is in quest of authenticity and nature.
He is warmly and travels to meet new local people. What does he want to do in Cambodia? Lack of visibility and poor communication Threats and Opportunities Competitive advantages: cheap prices and no structural barriers / open market (cc) photo by medhead on Flickr Big and.... ... small Large Network of providers A strong land skills (cc) photo by theaucitron on Flickr (cc) photo by theaucitron on Flickr Cambodia: a growing destination >> Potential market Cambodia, an appropriate destination, full of potential for the new trends in tourism: solidarity and local tourism >> the quest of authenticity and preservation Variety of touristic attractions and natural diversity Development of touristic services and infrastructures Opportunities Threats -Bad image of travel agencies / Organized group tours
-Growth of internet >> expansion of "home-making tourism" A Reputation of Cambodia: moving on but still in minds : under-developed country, lack of safety, drugs traffic and sexual tourism, violence and Political instability ... On the Long-term: on the same way than Thailand Disneylandisation of Cambodia and bad image from touristic invasions. Hard competitors: -more famous, more developed
-Lack of infrastructures and small offers compared to them For the all tourism industry: Economic crisis effects Weaknesses Strengths Local team Presence
on side Few competitors targeting
the french tourists small
structure:
more flexible skills and experience in travelling: quality of tours Great professional team spirit! Still outside the
French Market Lack of online
services:
limited use of
internet Small
structure:
few means/
small team No permanent
french-speaking
staff No office in France: distance with the targeted market bad current economic situation 5+7= (cc) image by anemoneprojectors on Flickr SWOT Objectives:
The French Market
Develop the activity
Enhance the visibility
Diversify the offer Strengths Opportunities Threats Weaknesses Now let's figure out the strengths and the weaknesses of B2B to fill up its objectives:

To identify its potential targets and opportunities.

To build up new strategies according to this results. 1) Angkor / Historical sites

2) Cambodian islands What does he want to visit in Cambodia? Still not in the « Top-of-mind »: Cambodia is still not the first place which comes when you think about traveling in south-east Asia.

But Definitely a growing destination
Alternative to its other neighbors (Thailand...) → Now suffering of their first touristic success which affected their images (lack of authenticity,giant touristic attractions, expensive prices...).
Image of preserved and authentic place where life is cheap and people charming; where nature is wild and tourism waves not common.

Even if some people who know Cambodia have a negative vision of what Angkor and Siem Reap have become (Disney Land of Cambodia), they still appreciate this country for its simplicity.

As regards as the new touristic trends (back to nature and authenticity, communities tourism, etc...) , Cambodia can be seen as a place of great potential for this kind of touristic demands.

Main barrier remaining → safety concerns: idea that Cambodia is still a country under-developed, not-adapted and not safe for welcoming touristic activities. What does he think of Cambodia? Looking for more independence / liberty/ flexibility in their
planning.

Barrier to “authentic” travel experiences /to meet local people
→Consider more traveling in south east Asia as a “personal and
spiritual journey » than a simple visit of touristic attractions


→ Expect more spontaneity


Enjoy planning themselves their holidays (Part of traveling excitation) →Expect cooperation
New trends of «personalization and co-production » /Interaction between the offer and the demand
→ re appropriation of the organization / choice of the rhythm of trips / Be « Consu-Actors » of their travels.


Barriers according to the prices: Think it's always less expensive to prepare it on his own
He spends around 30 to 60 euros per day and he prefers spend his money in food and cultural activities 1) Cruise on the Mekong
2) Cultural experiences and local activities
3) Excursion on islands
4) Trek in the jungle
5) Historical visits What does he want to do in Cambodia? 37% wish / plan to go/come back in Cambodia (30% remain silent).

Obstacles: lack of visibility / other priorities / prices
Motivations: the authenticity / the hospitality of Cambodian people / the reasonable prices

64 % heard about Cambodia by the biais of Angkor Our French Tourist going in Cambodia... Selective criteria for french tourists of tourism services Providers




Eco-tourism a growing but yet still limited market: people are interested in and ready to make efforts but not ready to really make the move >> Do not only focus your offers on Eco-tourism (but do not neglect the communication strategy>> importance of the « image » / not in action but in the words)
Trends of a « solidarity tourism »: to have a different experiences, less touristic and more “useful” for the country

Massive use of the internet:Before the tour: for research of information, comparisons, reservation, payment After the tour: reviews, satisfaction rates, testimony etc..


For information research: the average tourists also refers a lot to friends advice, internet reviews and guide books >>> influence of the exterior opinions and already-tried advices for french: do not neglect the impact of former customers reviews and consumers advice.



Long-term organization of the trip (planning, bookings, visits, flight...)>> For long-distance trip, between one and three months, minimum: limited attraction of last minute offer or promotion. French Tourism Market
Trends

Like ?
Look What does the French Tourist Weaknesses: Touristic infrastructures Strengths: Historical heritage, culture and environment Rankings of Cambodia's touristic assets, according to French people He mainly sleeps in guesthouse or low and middle level-hotels. Also, he likes to spend the night in local people's place. And when he travels for studies, he rents his home place. He likes when he travels, to have some fun, to eat some good food and to travel safe in a welcoming destination.

He is open-minded to other cultures, he is in quest of authenticity and nature.
He is warmly and travels to meet new local people He travels mostly for vacation ( Leisure travel)
or because he has a job position



When he travels, he pays more attention to the price and the quality - fiability and the reputation of the place-companies he goes with.

And prefer put his money in accomodation and cultural activities. Mainly travels for holidays / few business trip.

Focus on the price / quality / liability of services.

Travel to meet nature / to have cultural activities / authenticity
To discover communities lives / traditions
To stay away from classical touristic ways

Also look for peaceful place to relax He sleeps in high or medium-level hotels. His trips takes around 2 or three weeks as well. >>If he is medium-age, he travels mostly with his family or in couple.
>>If he is retired or active seniors, he travel mostly in couple or with friends He is from high-class: We can divided this segments between two close categories of people (around the same results, but 2 different profiles)


He usually does one trip per year, often between june and september, but also in march-april or in december. And for around 2 or 3 weeks. Mainly between June and September, He travels in family or with friends.


He does between one and 3 big travels per year, Robot Portraits of the french tourists: 2 segments B2B's Strategies Suggestions and Rankings of destinations and activities in Cambodia French people appreciate
History 10/10
Angkor temples(Siem Reap)
Royal Palace (Phnom Penh)

Culture 9/10
Visit the silk hand-weaver on the Silk Island
Discovering the brightful cambodian markets

Fun and Sun - 8/10
Otres Beach - Sihanoukville
Peace and Rest - Kep

Gastronomy 8/10
Famous Kampot pepper
Seafood in Sihanoukville and crab in Kep
Tasting the multiple varieties of exotic fruits

Nature 7/1
Eco-tourism in Koh Kong
Tonle Sap Lake / Mekong River
Jungle – Ratanakiri and Mondolkiri

Sport 6/10
Scuba-diving in Sihanoukville
Trekking in Ratanakiri
Massive use of the Internet
- Online booking & payment system
- Interactive platform to create tailor-fit products & travels
- Online communication and exchange through a personal space

Distribution in France, via the french travel agencies B2B partners

Make alternative services (booking etc.) available through the website => e-tickets Distribution Name of the company not representative & lack of “personality”
=> Alternative name or motto to the French market that will catch up their attention

Increase our identity: Need for the company to have a face/ an image for the clients → through the short presentation of the local team and its experience

Bring forward B2B involvement in different development projects, through an extended presentation and regular updates Brand image / Identity Promotion Promote Low-Season prices, special reduction for groups, and B2B tariff advantages through a good network of partners

Do not promote “low-cost” or “last-minute” travels, as a travel in Cambodia is not reduced to its price and represents a real life project and investment for French tourists →focus on quality

Propose less luxurious services or products, but paying particular attention to the quality / price ratio, and make sure the travel experience is as “authentic & local” as possible

Develop a students offer, a collaboration with NGOs, consisting in home-staid & solidarity and development related activities Price Importance of a french-speaking guide

Importance to adapt the selection of hotels:
- Luxury: Boutique hotels, with European design, small, warm, cozy & elegant (=> The Governor's House), and avoid “Palace style” hotels, with marbre & hudge rooms
- Medium: Guesthouse well-located, clean and charming, good hospitality

Not a special attraction to sports-oriented travels, besides hiking or biking activities from time to time.
Not particularly attracted to “all-inclusive” stay in the same place, chilling the whole time Recommandations Products & Services Instead of organized tours, propose tours made of only the basic services (accommodation, transportation) with an open schedule for the customer. Activities, services (guide etc.) would be optional

“Express circuit” (1, 2 or 3 days) could be proposed independently for some attractions or destinations (Angkor, Mekong etc.)

Develop and promote alternative services -but easy to process & profitable- such as bus ticket booking, accomodation reservation, Visas...

Propose to young people solidarity stay or immersion tours Adaptation of the offer Products Development of Cambodia as a destination included in a South East Asia Tour (in particular improve the travel offers in Thailand and Myanmar)

Keep proposing unmissable destinations (Angkor), develop alternative growing destinations (Sihanoukville, Kampot/ Kep), and explore local & eco-tourism destinations (Mekong, Mondolkiri / Ratanakiri)

Develop further the range of activities (cooking lessons, water sports,...), and propose them during free time as optional open activities

Subtly insert eco-tourism elements in the offer, as activities or in a short trip (homestay etc.). Market too limited for “all-ecological tours”. Diversification of the Offer Products Develop a special relationship and trust with the customer, for him to be a part of the travel experience:
=> Check-up of practical details of the trip through a personal page
=> Advice & exchange with the team about the best things to see or do according to the customers profile and wishes

Extend the customer experience and relation to B2B, in order to develop customer loyalty and encourage his relatives to join
=> Publication of reviews, opinions and satisfaction scores
=> Provide a forum for interaction and dialogue
=> Create a newsletter to inform clients and encourage them to come back to Cambodia again Relational Marketing / Interactivity Promotion Increase active presence on the Internet, in particular in social networks (FaceBook...) and improve B2B e-reputation (Google, tourism websites etc.)

Use of targeted marketing with french guidebooks or restaurants & guesthouses mainly visited by French tourists

Improve the image of Cambodia as well as B2B's, because Cambodia is still little-known in France (Presentation and information on the website)

“French ambassador of the brand” to promote and spread the brand on Facebook could be a good way to catch their interest. Visibility Promotion Promotion
- Work on B2B image to French customers
- Enhance B2B external communication
- Improve customer services and dialogue with the company
Products
Diversify the offer
Extend the offer and services
Promote adapted services for the french market
Price
Adjust Price policy to the expectations of French customers
Distribution
Use Internet as a way to simplify and increase B2B activities Marketing Strategies to meet B2B Objectives -> use of internet for booking -> use of internet for info research -> Long-term travel planification 1 - Price
2 - Quality
3 - Liability
4- reputation 1) He is young, educated and quite wealthy 2) He is medium-age or retired/ active seniors: He spends around 50-100 euros per day Summary of the targeted segmentation Concerning the tour-operators offers: 74 % organize systematically their travel themselves Quite opposed to this way of travelling (organised group travel) But need organized circuits when big family trip, for old people, when unsafe / hard to discover on his own destination.
And French tourists are lazy: Want to avoid dealing with all the « practical details » (booking accommodation, choosing the lowest price flight, managing sequences of transportation, selecting guides...)

Mental safeguarding of the offer: Ask for security and liability in their travel organization → expect from a travel agency to take care of all these annoying details and only have to care about the « enjoying things to prepare » Trends => independent travelers came in South East Asia ( Lao, Vietnam, Cambodia, Thailand..) to enjoy a certain easy-going way of life as well as the true authenticity of local people and to discover its historical and natural heritages. For 87 % of them, Cambodia is not the only destination of their trip in south-east Asia:
Also visit Thailand, considered as the south-east asian country with the most diversified touristic offer.
Laos also stands out because of its « eco-touristic » arguments and its natural diversities
“ 3)Jungle in Ratanikiri 4) Phnom Penh Promote Low-Season prices, special reduction for groups, and B2B tariff advantages through a good network of partners

Do not promote “low-cost” or “last-minute” travels, as a travel in Cambodia is not reduced to its price and represents a real life project and investment for French tourists →focus on quality

Propose less luxurious services or products, but paying particular attention to the quality / price ratio, and make sure the travel experience is as “authentic & local” as possible

Develop a students offer, a collaboration with NGOs, consisting in home-staid & solidarity and development related activities Price Suggestions and Rankings of destinations and activities in Cambodia French people appreciate Promotion
Work on B2B image to French customers
- Enhance B2B external communication
- Improve customer services and dialogue with the company

Products
Diversify the offer
Extend the offer and services
Promote adapted services for the french market

Price
Adjust Price policy to the expectations of French customers

Distribution
Use Internet as a way to simplify and increase B2B activities Marketing Strategies to meet B2B Objectives
Massive use of the Internet
- Online booking & payment system
- Interactive platform to create tailor-fit products & travels
- Online communication and exchange through a personal space

Distribution in France, via the french travel agencies B2B partners

Make alternative services (booking etc.) available through the website => e-tickets Distribution Develop a special relationship and trust with the customer, for him to be a part of the travel experience:
=> Check-up of practical details of the trip through a personal page
=> Advice & exchange with the team about the best things to see or do according to the customers profile and wishes

Extend the customer experience and relation to B2B, in order to develop customer loyalty and encourage his relatives to join
=> Publication of reviews, opinions and satisfaction scores
=> Provide a forum for interaction and dialogue
=> Create a newsletter to inform clients and encourage them to come back to Cambodia again Relational Marketing / Interactivity Promotion
Increase active presence on the Internet, in particular in social networks (FaceBook...) and improve B2B e-reputation (Google, tourism websites etc.)

Use of targeted marketing with french guidebooks or restaurants & guesthouses mainly visited by French tourists

Improve the image of Cambodia as well as B2B's, because Cambodia is still little-known in France (Presentation and information on the website)

“French ambassador of the brand” to promote and spread the brand on Facebook could be a good way to catch their interest. Visibility Promotion Importance of a french-speaking guide

Importance to adapt the selection of hotels:
- Luxury: Boutique hotels, with European design, small, warm, cozy & elegant (=> The Governor's House), and avoid “Palace style” hotels, with marbre & huge rooms
- Medium: Guesthouse well-located, clean and charming, good hospitality

Not a special attraction to sports-oriented travels, besides hiking or biking activities from time to time.
Not particularly attracted to “all-inclusive” stay in the same place, chilling the whole time Recommendations Products & Services Instead of organized tours, propose tours made of only the basic services (accommodation, transportation) with an open schedule for the customer. Activities, services (guide etc.) would be optional

“Express circuit” (1, 2 or 3 days) could be proposed independently for some attractions or destinations (Angkor, Mekong etc.)

Develop and promote alternative services -but easy to process & profitable- such as bus ticket booking, accommodation reservation, Visas...

Propose to young people solidarity stay or immersion tours Adaptation of the offer Products Development of Cambodia as a destination included in a South East Asia Tour (in particular improve the travel offers in Thailand and Myanmar)

Keep proposing unmissable destinations (Angkor), develop alternative growing destinations (Sihanoukville, Kampot/ Kep), and explore local & eco-tourism destinations (Mekong, Mondolkiri / Ratanakiri)

Develop further the range of activities (cooking lessons, water sports,...), and propose them during free time as optional open activities

Subtly insert eco-tourism elements in the offer, as activities or in a short trip (homestay etc.). Market too limited for “all-ecological tours”. Diversification of the Offer Products Name of the company not representative & lack of “personality”
=> Alternative name or motto to the French market that will catch up their attention

Increase our identity: Need for the company to have a face/ an image for the clients → through the short presentation of the local team and its experience

Bring forward B2B involvement in different development projects, through an extended presentation and regular updates Brand image / Identity Promotion B2B'S Strategies Sport 6/10
Scuba-diving in Sihanoukville
Trekking in Ratanakiri Nature 7/10
Eco-tourism in Koh Kong
Tonle Sap Lake / Mekong River
Jungle – Ratanakiri and Mondolkiri Gastronomy 8/10
Famous Kampot pepper
Seafood in Sihanoukville and crab in Kep
Tasting the multiple varieties of exotic fruits Fun and Sun - 8/10
Otres Beach - Sihanoukville
Peace and Rest - Kep Culture 9/10
Visit the silk hand-weaver on the Silk Island
Discovering the colorful Cambodian markets History 10/10
Angkor temples(Siem Reap)
Royal Palace (Phnom Penh) THE END Increase its sales and develop its activity Tourism Recipes: USD 1,8 Billion (2011)
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