How to work with DOT to increase your

How to work with DOT to increase your business from Europe

How To Work With DOT To Increase Your Business From Europe • • Market Overview Airlift from Europe Distribution of Tourism product DOT Sales/marketing activities CITA & SITA members tactical promotions Current visitor arrival trends Q&A

Market Overview of Europe • 28 countries • 25 languages • An estimated total population of 728 million

Key Market Statistics UK • Population 60 m • 41. 2 million holiday trips taken in 2003, which is predicted to increase by 28% Ireland • Pop: 4 m • 6. 2 million trips taken abroad France • Pop: 64 m • Less than 20% of total French tourism expenditure is devoted to foreign travel Italy • Pop: 58 m • The third biggest spender on outbound tourism, after Germany and the UK - around 40% departure rate Germany • Pop: 82 m • Departure rate was 74. 16 million in 2006 (the highest in the world ) Switzerland • Pop: 7. 5 m • 20% of total travel was to foreign countries Netherlands • Pop: 16. 5 m • The 8 th biggest global spender on outbound travel

Excluding UK, 6 markets account for 70% of CE visitors, yet Top 6 markets still only account for c. 1/3 of UK visitors

Airlift ex Europe • • • Logistical challenges BA Direct (1 stop NAS) 1 stop via MIA Charters CAL rep Lynne Morris Future opportunities Runway length/costs 56% 42% BA/VS/AA/LH/AZ/AF/IB+ Min. UK£ 1 M cost per season Air partnerships/sales/marketing KX + ? TBC

Distribution of Cayman Islands Holidays in Europe This varies by market, but in the UK: • Direct client purchase • On-line operators • Traditional tour operators • Retail travel agents Research 2007 UK Consumer survey on booking habits: • “ 40% choose not to use travel agents” • “ 85% plan to research online” • “ 66% will book online” • “Only 4% plan to avoid the internet” Source “You. Gov”

DOT European Sales & Marketing • • • Advertising Public Relations Affinity Marketing Trade & Consumer shows Dive sales & marketing M & IT

Advertising

Campaign objectives • Ultimately, to support CIDOT in increasing visitor numbers from the UK and Europe • Increasing awareness and depth of understanding amongst our target audience • To generate interest in and consideration of the Cayman Islands as a luxury holiday destination • To drive traffic to the website

Strategy • • Redefined target audience: 74% of visitors coming from the UK Informed by research, audience redefined as upmarket 50+ Well travelled Adventurous but want creature comforts ‘Five Star Explorers’ Geographically live in wealthier areas - London and the North West

Reaching this audience • Media strategy • Two bursts of activity - February and October • Radio, press and online mix • Weekend focus on radio promotions and airtime (eg. Classic FM) and in national newspaper supplements (eg. Times, Telegraph) • Creating qualified leads • Banner activity on relevant websites (eg. 50 connect, CN Traveller) • Continuous online presence search • Creative strategy focused on ‘educating’ the audience on what the Cayman Islands has to offer • Further information available on the website or as downloadable podcasts on radio station websites • Website supports these aspects • appeals to audience interests • Taking attractions and aspects of the Cayman Islands that match these interests • Nature, wildlife, restaurants, relaxation

Press

Online display

Search marketing • PPC campaign in UK, Ireland, Germany and Italy

Meetings & Incentives market

Looking forward to 2007 -2008

Evolution • Evolution of the consumer campaign • Same strategy, different executions, different media • Inserts and online • Directing people to the website even more important

Plus… • Support activity to complement the consumer campaign – The travel trade – The meetings & incentive market – Specialist dive market – Online search campaign in key markets in Europe

Two major online developments

Microsite • http: //82. 108. 149. 213/cayman/

Direct Purchase Solution • www. caymanislands. co. uk Call to action • Link through to www. caymanislandstravelmarket. com • Brings potential UK clients who are already seriously investigating Cayman direct to your booking engine or booking template • No operator/travel agency commissions you sell at gross price, increasing your yield

Cayman Islands Travel Market was launched in the UK in mid July 2007 Cayman Islands Travel Market is a unique meta-search engine which enables product in the Cayman Islands to access consumers direct in key international market of the UK. The Cayman Islands Department of Tourism is promoting this site via a ‘Book your Trip’ button on www. caymanislands. co. uk

Cayman Islands Travel Market The open platform provides consumers with a one stop to shop to search and compare prices for flights, hotels, tours, dive product, weddings and other ancillary product for their holiday to the Cayman islands. Consumers book directly with the supplier once they have found what they are looking for. Due to the destination specific nature of the site, conversion sits between 5 -9% compared to an industry average of 1 -2%.

Site Performance Since launch of the site in mid July, Cayman Island Travel Market has hosted a total of 2772 unique visitors and 4200 visits in the UK.

Click Conversion Total clicks Of 4200 visits to the site since launch, over 2300 (54%) people clicked off CITM to a partner site, each with a high propensity to make a booking. Land content performance A positive indication for interest in land content can be seen by the high proportion (66%) of total visits to the site clicking off to hotels, touring, car hire or tour operator sites (over 1500 clicks). Flight performance July August September (MTD) Searches Clicks % 709 1026 131 413 630 84 59 62 65 It is particularly encouraging to see the conversion from flight searches through to flight partner sites increase incrementally each month. Typically you would expect a 7 -9% conversion off the back of flight leads, suggesting in the vicinity of 150+ actual bookings generated for travel from the UK to the Cayman Islands since the site launched.

Tour Operator/Agency Solution • Local “full service” inbound operator • Incremental business from small European producers, currently not dealing with Cayman. • Local one stop shop: more business at less risk; one contract; one agency handling all reservations, one financial transaction, no brochure contribution demands. • New business with virtually no operational/sales/marketing investment.

Public Relations

The Media - Europe • Move from traditional formats – newspapers / television and towards online • Newspapers – are facing challenges, the majority (national, regional, local) face limited circulation decline – across the tabloid / midmarket and broadsheet sector. • Rise of free newspapers - 36 million free newspapers now distributed in the world, across 49 countries – Metro in UK and 20 Minutos in Spain (now largest newspaper in Spain) two major examples • Need for newspapers to increase online presence – huge spending within the UK – Telegraph. / Times / Guardian and across Europe. Alex Springer, Europe’s biggest newspaper publisher expects to spend over two billion euros to expand digital content • Magazines – weekly and monthly’s challenging environment – although niche and special interest magazines excelling

The Media - Europe • Broadcast – Terrestrial television in UK specifically facing difficulties – with the absorption into popular culture and houses of satellite and freeview / no specific holiday programmes • Online – within the UK, people now spend more time online than watching television (164 minutes a day v’s 148) - Google Survey • Keenest web users are over 65 and spend over 42 hours a month online – Ofcom • Explosion of new technologies – web connected mobile phones / MP 3 players • Of course, this has meant that traditional print publications and Public Relations strategies have had to respond accordingly in order to continue to effectively communicate our messages – Newspapers developing lifestyle supplements

Strategy and Target Markets • PR effort supports the advertising campaign but also penetrates those markets that above the line activity doesn't reach. • Multi-faceted campaign combines communication of key targeted messages with the distribution of additional themes and stories • Promotes to primary market and to secondary, niche and special interest audiences that we believe have potential to appeal to the destination. – – – identified 50+ market family diving adventure wildlife bridal and honeymoon

Objectives and tools • Ensuring all messages of the Cayman Islands are communicated across all markets – from major to niche audiences. • Dynamic and organic campaign incorporating all types of media, from print and broadcast to online, covering all relevant areas of the travel and lifestyle arena. Results and coverage achieved through variety of methods: • Extensive visiting journalist programme • Media relations; press releases / regular newsletters and creative pitching • Big thinking – BBC Wildlife supplement / Broadcast – Rugby 7’s and Blue Iguana radio • Media events / meetings

Visiting Journalist Programme • 2007/8 across Europe – over 35 journalists to visit the Cayman Islands in either groups or as individuals • Variety of media from all markets – consumer and trade, online and print • Groups - focus on larger themes and Festivals – Jazz. Fest / Wildlife • Individuals – niche story ideas – birding / history / weddings • Broadcast TV – cuisine / sport

Looking forward to 2007 -2008 • Continuation of PR strategy - identified target & niche markets • Big thinking – Sports Adventure Challenge - print & online media – Major initiative with RHS, Chelsea Flower Show involving Botanic Park – Radio opportunities - cuisine, flora – Wedding initiative with Ben de Lize

Where do you come in? Top Tips • • • Provide Do. T with interesting and quirky information – USP’s News Characters – particularly if European Events / Festivals Special offers / promotions Assisting with Visiting journalist programme – not only in providing service, quality of experience for media Good website essential – journalists like to do own research - prices in euros or sterling and non-toll free numbers / social media Realistic expectations on resulting coverage Spread the word – maintain relationship with journalist after visit Good PR cannot be underestimated – the belief in editorial high and word of mouth means a great deal Complete our partner form

Affinity Marketing Trade & Consumer shows Dive sales & marketing M & IT

Affinity Marketing • Coop promotions with appropriate 3 rd party brands who share a common target market • Using these brands to endorse and promote the Cayman Islands to their client base • Fully integrated marketing using multi media, e. g. High Street windows, in-store, web, DM, PR and advertising. • Cost to DOT, 1 x Week’s Holiday for two • FOC exposure for Cayman hotels and attractions

Previous Affinity Marketing Partners Barclaycard • • Morgan Stanley Dean Witter • Crabtree & Evelyn • Wimbledon "Centre Court" shopping mall • The Trafford Centre shopping mall • Volvo car division • Conran • Toni & Guy • Europcar • BHS & Nivea Sun Cream • American Express card division • Mulberry • La Senza • Country Casuals • Moss Bros • Conde Nast Traveller • British Sub Aqua Club • The All England Tennis Club • Save the Children • Debenhams • Random House Books • Youngs Hire • Mercedes • Marriott Hotels If you have any contacts or suggestions, please let us know.

DOT Trade & Consumer Shows 2007 • 13 – 14 October Dive Show, Birmingham • 12 -15 November World Travel Market, London • 27 -29 November EIBTM, Barcelona • 4 - 6 December ILTM, Cannes 2008 • 13 -15 January CHA Marketplace, Bahamas • 24 -27 January Holiday World Show, Dublin • 19 -27 January BOOT, Dusseldorf • 05 -09 March ITB, Berlin • 29 February – 03 March EUDI, Rome • 08 -09 March Dive Show, London • 10 March (provisionally) Unite Caribbean, London • 22 -24 April IMEX, Frankfurt • 11 -12 October Dive Show, Birmingham • 10 -13 November WTM, London • 02 -04 December EIBTM, Barcelona • TBA (Early December 2008) ILTM, Cannes

DOT Trade & Consumer Shows • Other collateral • Join DOT at no cost • Tactical offers with • Use DOT trade data tour operators base to pre-promote • Communicate your • . pdf your dedicated special events details show “special offers” ASAP • Offer competition prize elements for PR coverage Take advantage! Do more with DOT Europe!

DOT Dive Strategy • • • Dedicated Sales Executive Dive shop/club sales calls – incl. your offers Dive shows – join us and/or send us your “show specials” Give us your schedule of events and event details ASAP Images for media exposure (only copyright free) Dive producers educational April/May 2008 - European group travel dive market plans 18 months out - European specials should appeal to European clientele, e. g. pricing, non USA phone numbers, local languages. (We can assist in local language translations ) - Make “Show Specials” pertinent to the type of client, e. g. group producers, individuals.

DOT M & IT/MICE Strategy • Dedicated M&IT Sales Executive • EVENTIA – DOT active in M&IT industry association • Sales calls and relationship building • Advertising in M&IT media • Trade fam visits and client inspection visits • Getting Cayman noticed in the incentive travel business • Need for quality images and testimonials If you are in this market, have you told us?

Communicating with European Travel trade • Remember European planning cycle • Europeans are very loyal. Importance of building lasting relationships • Brochure contribution requests are normal • Tactical marketing, sometimes just being brochured is not enough! DOT will support! • Summer Sales Incentives

European Planning Cycle Sept-Nov 08 Second editions Jan 08 Planning June 08 Distribution 2009 Tour brochure production cycle Feb 08 Site visits Mar 08 Contracts May 08 Printing Apr 08 Brochure production 2006 Summer offers

Communicating with European Travel trade • Remember European planning cycle • Europeans are very loyal. Importance of building lasting relationships • Brochure contribution requests are normal • Tactical marketing, sometimes just being brochured is not enough! DOT will support! • Summer Sales Incentives

Dubai 7 nights £ 823. 00 Cosmos Cayman Islands No tacticals No exposure fewer sales! Colombo 7 nights £ 589. 00 Thomas Cook Bangkok 7 nights £ 830. 00 Kuoni Mauritius 13 nights £ 1003. 00 Kuoni Barbados 7 nights £ 665. 00 Thomson

Communicating with European Travel trade • Remember European planning cycle • Europeans are very loyal. Importance of building lasting relationships • Brochure contribution requests are normal • Tactical marketing, sometimes just being brochured is not enough! DOT will support! • Summer Sales Incentives

Summer Sales Incentives • What has your average summer occupancy been for last 6 years? • Apart from 2005, has this changed much? Do you forecast a huge difference for 2008 or 2009? • Have you participated in Summer Sales incentives each year in recent memory? • Why leave it until May to agree Summer Sales incentives? • Remember European tour operator planning cycle and consumer purchasing further ahead than USA market! • Is current Summer sales incentive strategy effective in Europe? No! but it could and should be!

Summer Sales Incentives Suggestion! Agree and prepare your 2009 Summer Sales incentives before January 2008 and communicate these to your regular European tour operators in time for them to be able to promote them and sell them.

Another Suggestion! • Does CITA or SITA have a strategy for European business? • Why not ensure that you elect a member of the executive to wear a “European hat” so that decisions can be made including consideration of how to maximise the potential of European business.

General Hints • • Remember longer lead times from Europe A swift response to requests is vital Avoid using USA only 0800 Telephone #s Honour all rates contracted, avoid increases mid year • Work with local “full service” operator • Employment: 2 candidates of similar experience, employ the one who speaks a European language…. . or…. make this a requirement for certain job functions.

CIGO Investment, DOT and Cayman Islands Tourism partners, a Winning Combination! YTD Aug 2007 +17. 34%

Organisational Chart – DOT Europe Donald Mc. Dougall Regional Manager Europe Jayne Maloney Sales & Marketing Manager UK & Ireland Emma Ford Dive & M&IT Sales Executive Jenny Chong Sales & Marketing Co-ordinator Vicki Saker Office Administration Manager Gillian Young Travel Trade Sales Executive

DOT London Staff Jayne Maloney……missing on maternity leave! Back 1 st October.

Discussion Questions & Answers