ETC Study on
Latin American Outbound
Travel
Report on the Argentinean Market
conducted on behalf of the
European Travel Commission
Munich, July 2000
IPK International Gottfried-Keller-Strasse 20 D-81245 Munich
tel: +49-89-8292370
fax: +49-89-82923726
e-mail: [email protected]
http://www.ipkinternational.com
Table of Contents
INTRODUCTION................................................................................1
EXECUTIVE SUMMARY....................................................................3
I.
MARKET OVERVIEW
1.
The Country .............................................................................12
1.1 Basic information .....................................................................12
1.2 Population ................................................................................14
1.3 Economic situation...................................................................16
1.4 Summary of the main economic trends....................................21
2.
Internet: A New Technology in Tourism Activity.......................22
3.
The Argentinean Outbound Travel...........................................28
3.1 Argentinean outbound tourism by flights..................................28
3.2 Argentinean travel volume to ETC-member countries .............31
3.3 Number of trips and profile of Argentinean tourists that
travel to the United States........................................................33
4.
The Argentinean travel trade market........................................35
4.1 Airlines operating European destinations.................................35
4.2 Travel agencies........................................................................37
4.3 Tour operators .........................................................................39
II. RESULTS OF THE SURVEY ON THE ARGENTINEAN TRAVEL TRADE
Preliminary remarks .........................................................................41
Methodology.....................................................................................42
1.
Description of clients who currently book trips to Europe.........48
2.
Market development of trips to Europe ....................................55
2.1 Market development within the last three years .......................55
2.2 Changes with regard to target groups within
the last three years ..................................................................59
2.3 Changes with regard to travel characteristics within
the last three years ..................................................................61
2.4 Market development within the next three years......................63
2.5 Changes with regard to target groups within the
next three years .......................................................................68
2.6 Changes with regard to travel characteristics
within the next three years .......................................................70
3.
Type of trips to Europe.............................................................72
3.1 Purpose of trips to Europe .......................................................72
3.2 Present types of vacation trips to Europe ................................74
3.3 Types of vacation trips to Europe with best
market prospects .....................................................................78
4.
Travel characteristics of trips to Europe...................................81
4.1 Travel season ..........................................................................81
4.2 Length of trips ..........................................................................82
4.3 Travel party ..............................................................................84
4.4 Types of accommodation.........................................................85
4.5 Preferred means of transportation within Europe.....................86
4.6 Booking method for trips to Europe..........................................88
4.7 Time of booking .......................................................................89
5.
Price aspects of trips to Europe ...............................................90
5.1 Price ranges which have good market prospects.....................90
5.2 Current Price levels for packages and flights to Europe ..........92
6.
Satisfaction with trips to Europe...............................................93
6.1 General level of satisfaction with trips to Europe .....................93
6.2 Aspects that travelers found of the most/least satisfaction
during their trips to Europe.......................................................94
6.3 Level of requirements of Argentinean tourists
traveling to Europe...................................................................98
7.
Image and attractiveness of European countries ...................100
7.1 Image of European countries .................................................100
7.2 Tourist attractiveness of European destinations ....................103
7.3 Main tour attractions in Europe ..............................................106
7.4 European destinations with the best market prospects..........108
7.5 Most sold destinations in Europe ...........................................111
8.
Difficulties encountered in selling Europe ..............................118
9.
Route analysis .......................................................................121
9.1 Main outbound airports to Europe..........................................121
9.2 Main inbound airports in Europe ............................................122
9.3 Favorite connections in Europe..............................................123
10. European national tourist boards ...........................................125
10.1 Awareness of European national tourist boards.....................125
10.2 Expectations towards European national tourist boards ........127
10.3 Activities which could be carried out together with
the travel trade .......................................................................128
10.4 Concrete support from European national tourist boards.......129
11.
Media to promote Europe in Argentina.................................130
11.1 Relevant measures to promote Europe in Argentina............130
11.2 Possible changes in used information sources ....................132
12.
Cooperation with service-rendering companies in Europe ...133
11.1 Most booked hotel chains.....................................................133
11.2 Most used airlines ................................................................135
11.3 Most used tour operators .....................................................136
III.
INFORMATION ON EUROPE PRESENTED IN THE
CATALOGUES AND IN THE ARGENTINEAN MEDIA
1.
Analysis of the cataloges of tour operators ............................138
1.1 Countries, cities and regions offered......................................140
1.2 Themes of packages offered .................................................145
1.3 Types of packages offered.....................................................146
2.
The Argentinean media..........................................................147
2.1
2.2
2.3
2.4
2.5
General remarks ....................................................................147
Newspapers ...........................................................................149
Travel magazines...................................................................150
Trade publications..................................................................151
Analysis of advertisements and articles published in
the relevant newspapers and travel magazines .....................152
Appendix: Questionnaire
INTRODUCTION
In January 2000 the European Travel Commission (ETC) commissioned IPK International and its partner in Brazil, Ruschmann Consultants, to conduct a study of the Brazilian and Argentinean outbound travel market.
The objective of this study is to provide the National Tourist Offices
united in the ETC with basic information based on reliable data for
their future marketing work in Brazil and Argentina.
The study of the Latin American tourist outbound market for the
countries participating in the European Travel Commission (ETC),
with an emphasis on the data related to the flows from Brazil and Argentina, aims to:
q Determine quantitative and qualitative data about the outbound
tourism of these countries for the purpose of providing ETC and
its members with more detailed information about these markets;
q Provide subsidies for future marketing actions in these markets by
ETC members’ National Tourism Organizations (NTOs).
In order to accomplish the objectives proposed, the study applies
qualified data collection and analysis methods in Brazil and Argentina
gathering information related to the:
q Number of tourists that travel:
to countries in Europe (ETC members), and to the USA
1
q Characteristics of tourists who have traveled to Europe:
Bio - social - economic profile
Travel characteristics of those tourists
Satisfaction levels of those tourists with their trips
q Data from tour operators, travel agents and airlines about tourists
and the kinds of trips currently taken (status quo), and their future
potential:
Most relevant aspects of clients and tour flow trends
Difficulties encountered in organizing European trips.
To fulfill all of the ETC's information needs, the study was conducted
according the following work steps:
Desk research on available data concerning outbound travel from
Brazil and Argentina to Europe and North America
Field Research in the form of expert interviews with representatives
of the travel industry (tour operators, travel agencies and airlines) in
Argentina and Brazil.
Munich, July 2000
2
EXECUTIVE SUMMARY
Executive Summary
The quantification of tourist demand from Argentina to Europe is necessary to
understand the limits and tendencies in the studied markets. For the ETC members, the delimitation of the current demand universe is important so that they
are able to better understand the economic, environmental, cultural and social
impacts of these visitors, which will serve as a basis for an appropriate planning
process, within social-economic and environmental controls, aimed at optimizing travel to Europe.
Travel to Europe
It can be assumed that currently about 300,000 trips to Europe are undertaken
by Argentineans. The main destination countries in Europe are Spain (about
170,000 trips), Italy (110,000 trips), France (90,000 trips) and the United Kingdom (70,000 trips). The incoming volume for trips from Argentina is decidedly
less than 50,000 trips per year for all other ETC member countries.
Travel to United States of America
The number of Argentinean tourists that traveled to the United States in the
year 1999, according to data from the National Institute of Statistics and Census
(IDEC), reached the 370,000 mark.
3
The Argentinean trade
As in Brazil, the Argentinean tour operators and travel agencies are currently
going through profound changes. The Argentinean Association of Travel Agents
(AAAVyT) counts 730 members.
Currently, there are 26 airline companies that operate international flights, of
which 15 go to Europe.
In general, there are international tour operators who manage the travel market
to Europe in Argentina. Many of the national tour operators work with the same
international Operator, and therefore only carry out the role of intermediaries or
retailers. As in Brazil, many of the national tour operators only commercialize
products that come ready from Europe.
Packages offered in the catalogues of tour operators
Regarding the packages offered in the operators catalogues, three countries
stood out: Spain, Italy and France. Differently from Brazil, the tour packages offered in Argentina seem more homogeneous, including less cities and focusing
more on the capitals and consecrated cities.
In general, the cities that stand out most are the Spanish in the first place, followed by Italian and French. Paris is the most advertised city.
In Argentina, most of the packages to Europe have as their main theme history
and culture (sightseeing). There is a low incidence of packages featuring sun
and beach holidays, as European beaches end up experiencing very strong
competition with the Brazilian and Caribbean ones.
4
The most frequently offered lodgings in the catalogues are the Deluxe Class hotels, followed by Intermediary and Economy hotels. According to the information given by the trade survey, the most requested lodgings are the intermediary
(3-star) hotels.
The main image of Europe presented in the catalogues refers mainly to its cultural aspects, with emphasis on urban architecture, castles and monasteries,
and folklore events.
Expert survey with the Argentinean travel trade
The main findings of the expert interviews carried out with representatives of 10
Argentinean tour operators, 30 Argentinean travel agencies and 4 airlines can
be summarized as follows:
‰ According to the Argentinean travel trade surveyed, the sales of trips to
Europe are based on two segments: leisure trips and business trips. The
first represents an average of 75% of trips, while the second reaches an average of 25%.
‰ Concerning the profile of the tourists that travel to Europe, it is observed that
people with a higher average annual income, higher educational level and
that are of the age range between 31 and 49 years old stand out.
‰ The development of the market for trips to Europe during the last three years
has shown an increase in the total sales. According to the travel trade surveyed, 1999 was a difficult year due to the recession and to the fact that
since it was an election year, there were some doubts about the conversion
plan’s continuity. However, the decrease in air tariffs and the credit plans put
Europe within everyone’s reach. The number of business trips also grew,
due to the fact that many private companies are owned by Europeans, especially Spanish.
5
‰ It was observed that there was a modification in the clients' profile. Despite
the fact that Europe can still be considered as an expensive destination for
most of the Argentineans, there were modifications in the market that made
it possible for tourists with lower age and income levels to have better access to this destination.
‰ Concerning the market’s future, it hopes for an increase in the total sales.
The interest for Europe could grow due to a broader presentation of Europe
in the mass media, especially in magazines and the tourism sections of the
major newspapers. However, cable TV shows outstanding aspects of different places in Europe, especially through channels like the Travel Channel,
Discovery Channel, People and Arts etc. These programs not only refer to
landscapes, but also show outstanding aspects of gastronomy, culture, history, etc.
‰ The USA will continue to be the major competitor to Europe. There is basi-
cally no difference between the tariffs to Miami and New York and those that
have the European capitals as destinations. The fact that electronic products
have almost the same price in USA as in Argentina (the difference is compensated with the service obtained buying in the country) is making the
shopping motivation disappear more each day. This trip reason, major attraction of the USA, is disappearing. But it is still considered that in the Duty
Free Shops of the major airports – including Ezeiza, Buenos Aires – one can
get the products that usually would be acquired in Miami for a good price.
‰ The majority of tourists travel in couples or as individuals. A reduction in the
participation of people who travel in formal or informal (forfait / package)
groups has been observed. In the opinion of the travel agents, the current
market tendency are for personalized trips that do not favour the formation
of those groups.
‰ Concerning the duration of the trip, the interviewed pointed out the current
tendency of shorter vacations (an average of 20 days).
6
‰ The general average package price obtained from tour operators and travel
agents was about US$ 1,800 for a three-week package. The payment facilitation practice is also common in Argentina, in which the total is divided up
into equal instalments (interest-free).
‰ In general, the trips are concentrated during the period from April to Sep-
tember. However, there is a market tendency for the lengthening of the season, as a function of differential price promotions between high and low seasons and methods of payment. Another important factor to consider is the
tendency in leisure trips to travel to Europe during the Argentinean winter,
and during the summer go to the beach resorts on the Argentinean coast, or
to the south of the country.
‰ Concerning the type of trip, tours thorugh several countries or to a particular
country visiting different places of interest stand out. The short distances
make it possible for the visitor to become familiar with many attractions in a
reliatively short period of time.
‰ The main motivation that leads a person to choose Europe as destination is
the historical/cultural aspects: museums, urban sites and tourism highlights
that are typical of each city (or sometimes the country). The Argentinean enjoys contact with local communities, typical gastronomy and seeing each
city’s architecture. One of the most valued aspects of European cities is the
order and infrastructure provided for the tourist, and also the efficiency of urban transportation.
‰ In relation to what Argentineans who travel to Europe dislike the most are
the high prices and also language difficulties.
‰ The main destinations in Europe are Spain, Italy, France and United King-
dom.
‰ Paris is the “best seller” city in Europe. Madrid, Rome and London follow it in
importance.
7
‰ According to the travel trade surveyed, Spain, France, Italy, United King-
dom, Czech Republic, Greece and Germany constitute countries that could
count with a potential in the future.
‰ Concerning the general image of European countries, France, Italy and the
United Kingdom have a great image, followed by Spain and Germany.
‰ In what concerns the attraction level, France, Italy and Spain are pointed out
again, followed by the United Kingdom, Greece and Germany. Among the
countries classified as being of medium attraction, The Netherlands, Turkey,
Austria, Switzerland, Czech Republic, Belgium, Monaco, Sweden and Norway are pointed out.
‰ It was observed that there is a great lack of knowledge from the travel
agents about several countries, amongst which it is worth mentioning Estonia, Cyprus, Slovenia, Iceland, Malta, Croatia and Bulgaria.
‰ The information handed by the tourism representations to the Argentinean
travel trade is not totally satisfactory. The Argentinean travel trade is asking
for more promotional and advertising material. They also request more workshops or conferences about aspects of the destinations oriented to the travel
agencies.
‰ It is recognized that the most effective way to make some type of advertise-
ment activity of the European countries in Argentina is through written press.
8
Recommendations
Taking into consideration the analyzed aspects of the outbound market of tourists from Argentina to the ETC member countries, it is considered that:
o
Argentina faces serious problems in its economy which, besides causing
impacts in all socio-economic aspects, are also reflected in tourism, in both
the inbound and outbound flows;
o
The Argentinean economy has suffered temporary financial adjustments due
to the demands of international financial organizations (IMF) or to compensate the internal balance of payments. Argentina can be described as a
market with unpredictable short term economic reactions, causing changes
which are reflected intensively in the outbound tourist flow;
o
The expectation of a positive economic recovery in the long term, has led to
a tendency for tourist flows to increase, both inbound as well as outbound;
o
The price factor constitutes the main obstacle to the increase of tourist trips
to the European continent;
o
The strong competition with the Caribbean countries and the USA is a point
to be overcome in the activities aimed at increasing the flows of Argentineans. The Caribbean and the USA are also represented to a greater extent
on the Argentinean market.
9
o
According to assessments by the interviewed Argentinean travel trade
members, an increase of about 10% for trips to Europe could be expected
under favorable economic conditions; however, the air fare (through which
demand could be activated on a short-term basis) is at any rate decisive;
o
Regarding market strategies to increase Argentinean tourist flows to the
ETC member countries, it is recommended to concentrate on the following
factors:
¾ The main motivation for trips to Europe is sightseeing-culture-history;
¾ The prospects of pure sun + beach destinations must be characterized
as limited for Europe on the whole;
¾ In increase in the commercial relationships between the countries' representatives and the Argentinean operators in the delivery of information,
promotional material and in the sales efforts (workshops, familiarisation
tours, seminars, trade fairs, regional festivals, etc.);
¾ A competitive policy in the price of airline tickets, through bilateral
agreements on the development of charter flights, in adequate forms of
installments and in the negotiation of promotional tariffs;
¾ The creation of packages especially for the Argentinean market and not
the adoption of packages originally conceived for the European market;
¾ 3-star (intermediary) offerings should be promoted to a greater extent
than de-luxe offers;
10
¾ Since round trips through several European countries will be the primary
offer for the Brazilian as well as the Argentinean market in future, joint
campaigns by the ETC countries would be the obvious choice, both as
regards the combination of the packages and of promotional activities;
¾ As regards the market prospects, of the two investigated countries Brazil
ultimately seems to be more promising than Argentina.
11
I. MARKET OVERVIEW
1.
The Country
1.1 Basic information
Argentina is located in the extreme south of the American continent.
It has a territory of 3.7 million km2, including 964,000 km2 of the Antarctic territory and the islands in the South Atlantic.
The national territory has a population of 36.2 million inhabitants and
integrates 23 provinces and the federal capital, which is settled in the
city of Buenos Aires.
Argentina
Geographic Situation:
•
South America
Population in 2000:
•
36.2 million
Territory:
2
•
3.7mil Km
Government System:
•
Presidential
Currency of the Country:
•
Argentinean Peso
Currency rate in march /2000:
•
US$1.00 = $1.00
GNP (1998) : 298.1 million pesos
Annual Inflation (1998) :
•
0.3%
12
The country has boundaries with Bolivia in the north, Paraguay in the
northeast, Brazil, Uruguay and the Atlantic Ocean in the east, and
Chile in the west. It features an extensive seacoast from Rio Del
Plata to the so-called Terra del Fuego.
Through constitutional disposition, Argentina adopted for its Government the representative, republican and federative form. The Constitution in force since 1853 was last modified in 1994, which kept the
Central Government in three powers: executive, legislative and judiciary. The executive is performed by the President and VicePresident of the Republic for a period of 4 years. The current president, Fernando de La Rua, elected in October 1999, beating the
candidate of the previous president, Carlos Menem, whose policy led
to the internationalization of the Argentinean economy and to the
strictness of the exchange in relation to the American dollar.
The new President received the support of the International Monetary
Fund that showed it through a loan of US$27.0 billion to face the current problems of exchange reserves and the Argentinean balance of
payments. His speech pointed to the cut in public costs and high austerity in the economy, warning Argentineans that hard times are coming, so that this economy can recover and start to grow again at rates
compatible with the necessary development for the nation’s welfare.
The country's currency is the Argentinean Peso, whose exchange
rate in relation to the American dollar is 1.00 peso for US$1.00
(pegged to the US$ since 1991).
The Argentinean per capita GNP, used as a reference of the relative
wealth of the country, is the highest of the South American countries,
reaching US$9,700 in 1998.
13
1.2 Population
The urbanization rate is 88.0%. The population living in the country
has been increasing at an annual rate of 1.1%, and the estimate for
the year 2015 is of a total of 43.5 million inhabitants. 46% of the Argentinean population live in the city of Buenos Aires and in the province of Buenos Aires.
Characteristics of the Argentinean Population in 1997
Population
Absolute (millions)
Yearly Growth (%)
Total
36.1
1.10
PEA(1) Urban
14.2
2.20
PEA Rural
1.6
- 0.60
Buenos Aires
11.8
-
Source: INDEC/1997 (1) Economically Active Population
Most of the total population is in the age group of 15 to 64 years old
(60%), 29% are younger than 15 years and people aged over 65
years old represent 11% of the total population. An increase in life
expectation over the last 10 years has been observed, now reaching
73 years of age, following the world tendency towards a better quality
of life. It is worth adding that the human development index in this
country is the highest in South America, reaching 0.888 and featuring
the 30th position in the world ranking.
The workforce in the country is currently 15.8 million inhabitants, of
which 87.6% are effectively employed as follows: 17.9% in the Processing industry; 18.5% in the Trade of Goods; 7.2% in Civil Construction; 11.9% in the Financial, Real Estate & Entrepreneurial Services
and Real Estate Rental; 2.9% in Hotels & Restaurants; 8.6% in
Transport; and 5.5% in the Public Administration.
14
Percentage of Employed Workers by Professional Qualification (October
1998)
Level of Qualification Percentage out of the Total (%)
Total of Workers
Professional
10.4
1,439,443
Technical
18.3
2,532,866
Operational
42.2
5,840,817
No Qualification
28.1
3,889,265
No information
1.0
138,408
100.0
13,840,799
Total
Source: INDEC / 1998
The consumption needs of this population, and where they spend
their income to cover them, can be summarized as follows: they
spend 54% on basic needs (food, habitation, clothing); 4% on education; 9% on health; 14% on transport and communications; trips, leisure and culture account for 8%; 12% on other expenses, according
to statistics obtained in the Family Budget survey in the year
1996/1997 carried out by the official agency of the Argentinean Government, INDEC (National Institute of Statistics and Census).
Consumer Habits in 1996/1997
Groups of Expenses
Average Monthly Family Expenses (%)
Basic needs
54.0
Education
3.7
Health
8.6
Travel/ Leisure
8.0
Transport & Communications
13.9
Others
11.8
Total
100.0
Source: INDEC – 1996/ 1997
15
1.3 Economic situation
Argentina, together with the other Mercosul member countries, has
felt the effects of the world financial crisis which began in 1997 with
its events and impacts on the less developed economies, and mainly
on those which depend on external investments to balance their balance of payments.
Factors such as the restriction to external credit for financing, the devaluation of the Brazilian currency in relation to the American dollar,
and the fall in the prices of commodities in the international market
have influenced the Argentinean economy very much, and certainly
will influence the increase of the Gross National Product and its main
components.
In this case, the Gross National Product (at 1993 prices), after presenting positive annual increase rates in 1997 (8.1%) and 1998
(3.9%), started to decrease in the first two quarters of 1999 (-3.0%
and –4.9%). It resulted in a decrease of –3.1% in that year according
to estimates of the International Monetary Fund in its Global Economic Panorama released in March 2000.
Annual Variation Rates of the Gross National Product at
Argentinean Market Prices and Consumer Prices (%) 19971999
Year
Gross National Product
Consumption
1997
8.1
7.9
1998
3.9
3.3
1999
-3.1
-
Source: INDEC/2000
16
As to the monetary aspects, the value of the Gross National Product,
at market prices, for the year 1998 and released by the Secretary of
Economic & Regional Planning of Argentina was 298.1 billion pesos.
The service rendering accounted for 61% in this composition and the
goods producers accounted for 32%.
As a result of this recessive picture, the open unemployment, measured on the economically active population was of 13.8% in October
1999, revealing an increase, if we take into account this rate in the
same month of the previous year (12.4%).
Activity and Unemployment Rates (%) - Urban Zones
(October 1994-1999)
Year
Activity
Unemployment
1994
40.8
12.1
1995
41.4
16.6
1996
41.9
17,4
1997
42.3
13.7
1998
42.1
12.4
1999
42.7
13.8
Source: INDEC/2000
The historic series presented in the table above shows a reversion in
the fall of unemployment in Argentina as of 1999 because of the
world economic picture, causing social effects and consequently
leading to a retraction of the consumption of goods and services offered in the economy.
As with Brazil, this conjectural scenario variable in the emerging
economies reaches a significant part of the workers, and makes the
access to goods that demand a higher financial disbursement more
difficult, among them, we can mention travel and tourism.
17
Another consequence of the strong de-acceleration of the economy
was the deflation of prices in the last six months (October 1999 to
March 2000), which went down 1.49% a month on average. The
groups with more influence in this behavior were food and beverage,
clothing and habitation.
Unlike this tendency, the indices that reflect a price variation of goods
and services correlated to travel and tourism revealed an increase of
3.6% in the last 5 years.
Annual Consumer Price Variation in Argentina (%) / 1994-1998
Year
General
Food/Beverages
Clothing
Housing
1994
4.2
1.4
-2.5
8.4
1995
3.4
2.8
-2.0
5.0
1996
0.2
-0.5
-3.8
0.3
1997
0.5
-0.7
-2.9
-0.6
1998
0.9
1.7
-2.5
-0.8
Source: INDEC/ 1998
As to the foreign sector and the exchange policy, Argentina has kept
its exchange rate fixed in relation to the American dollar. This fact, in
a certain way makes its foreign trade situation more difficult in the
Mercosul, mainly for the position of Brazil in relation to this variable.
However, up to 1998, the balance of the trade balance with the
member countries was positive. However, it started to go down as of
1996, despite the increase in the volume of transactions – that went
from US$13.7 billion in that year up to US$17.3 billion in the end of
the period.
In the world, Argentina had a negative balance of US$4.0 billion in
1997 and US$4.9 billion in 1998 in its trade balance, in which the imports accounted for US$30.4 and US$31.4 and the exports accounted for US$26.4.
18
Trade Balance (US$ million) – Argentina / 1994–1998
Year
Exports (FOB)
Imports (CIF)
Balance
1996
23,811
23,762
49
1997
26,431
30,450
-4,019
1998
26,441
31,404
-4,963
Source: INDEC/ 1998
The data presented for the first semester of 1999 indicates clearly
the effects of the recessive context in the emerging countries, including Argentina. During the first six months of that year, the exports
were of US$11.5 billion, resulting in a fall of 15.3% in comparison
with 1998. On the other hand, imports went more intensely down, accounting for 24.7%, which totals US$11.8 billion.
The current tendency of the foreign trade indicators show an increase in exports of 5.0% and in imports of 6.0% in the month of
January 2000, confirming the negative results of the Argentinean
trade balance.
The super-valuation of the Argentinean peso is estimated at 6.1%, if
we take into account its main commercial partners, such as Brazil,
Chile, the United States, Germany, Japan and Italy, which favors the
increase of imports by Argentina and makes the exports of this country to the others more difficult.
As to travel and tourism, this super-valuation stimulates tourist imports, that is, Argentines traveling to other countries.
We should ask now what is the position of the Ministry of the new
Government to face the balance problems in the balance of payments, so that it can stem the capital outflow and stimulate the foreign investment inflow.
19
It is believed that, because of the cultural heritage of the Argentinean
people, the travel and tourism market is little affected by this recessive picture, alerting for the fact that the world conjuncture forecast
for the year 2000, according to estimates of the International Monetary Fund, will show an increase in the world GNP of 4.2%, whereas
the Argentinean GNP will increase 3.4%, as well as the recovery of
commodities prices in 3.4% in the same year.
These factors cherish the expectation of the emerging countries,
such as Brazil and Argentina, towards the strengthening of their
economies through the reduction of unemployment and the price
stabilization with the consequent maintenance of the purchasing
power, compatible actual interest rates with the need for economic
increase, and an exchange policy that allows a real gain to exporters
and that is compatible with the foreign trade in the exchange of
goods and services.
20
1.4
Summary of the main economic trends
Taking into account the positive expectations of the Global Economic
Panorama edited by the International Monetary Fund in March 2000,
as well as the struggle of the new Argentinean Government to balance its internal and external finances, some trends are presented
with some caution, once that country is passing through a political
and economic transition process in relation to the globalization of the
economy and its impacts on the markets of the emerging countries.
The main trends to be mentioned are :
‰ Increase in the GNP of 3.4% for 2000 and 3.7% for 2001, accord-
ing to estimates of the International Monetary Fund;
‰ Increase in Exports as a consequence of the commodities price
recovery in the international market;
‰ Gradual reduction of imports aiming at the elimination of the defi-
cit in the Argentinean trade balance;
‰ Reduction of the unemployment rate, as a consequence of the
economic increase proposed for the next years;
‰ Increase in the aggregated demand for basic goods and services
and for travel and tourism;
‰ The reduction of international interests as a consequence of the
fall in the increase of the American economy that, according to
the International Monetary Fund, the United States will increase
4.4% this year, and 3% in 2001. This fact contributes for the decrease of the pressure exercised by this variable on the Argentinean external debt;
‰ Stabilization of consumer prices and the exchange parity between
peso and the American dollar;
21
2.
Internet: A New Technology in Tourism Activity
The world has lately been witnessing an information revolution since
the advent of Internet, a tool invented by Americans, and that has
generated numerous economic impacts and drawn the attention of
millions of people in search of more efficient channels, not only information channels but also product distribution and trade channels
without the physical barriers previously existing.
In Latin America, according to North-American studies, the number of
users has been increasing at a rate of approximately 32% a year higher than in the United States. According to research carried out by
IBOPE – the Brazilian Institute of Surveys and Research, Brazil had
3.5 million users in December 1999, and in February 2000, only two
months later, the number of users was already 4.5 million.
Argentina, in its turn, registered a number of 330,000 users in 1998
and 590,000 in 1999. It is estimated that, by the end of the year
2000, the number of Argentineans accessing Internet will reach one
million, according to the American consulting firm, Raúl Bauer International Data Corp.
These numbers drew the attention of numerous investors to the Web,
as they see the possibility to make fast profit in an environment with
great growth potential, but which is still in need of rules and regulatory mechanisms. Nevertheless, whether this growth will keep its
pace is doubtful, both in the Brazilian and Argentine market.
In Brazil, experts consistently raise arguments justifying an atypical
growth due to a process observed in the country: the phenomenon of
free Internet access, whose motto in the market is “Every Brazilian
has the right to free access to the Web, just as they have the right to
watch TV by paying only electricity”, which was launched by companies and greatly advertised in the media.
22
On the other hand, Argentina expects a more significant growth as of
the end of 2001 on the occasion of the total deregulation of the telecommunications sector. It is expected that 155 access providers will
render services to 80 Argentinean cities, out of which the small- and
medium-sized companies absorb 60% of the market and the remaining 40% is held by a small group of large-sized companies.
Yet either in a larger or smaller volume, what we can now observe is
a growth tendency in internet access, and not only in the social
classes with higher purchasing power: Brazilians ranked in social
class C increased their participation up to 50%, and those in classes
D and E nearly doubled. This development has been supported by
the decrease in computer prices, in addition to financial incentives offered by the banks and even computer manufacturers. In February
2000, users in Brazil were ranked as follows: 78% are in classes A
and B, 18% in C, and 4% in classes D and E.
In its turn, the effects of the new information technologies on product
distribution, mainly tourism products (by airlines, tour operators and
travel agencies from Brazil and Argentina) indicate an accelerated
change process in current and future market activity.
This current scenario of changes demands accurate perception in the
elaboration of competitive strategies to face the new market forces,
by trying to identify the segments in which these activities will have
an impact.
Airlines, for example, are making a move, started in the Northern
Hemisphere (mainly the United States and Great Britain), to reduce
costs by using the Internet. This action affected the travel agency
sector that was informed about the reduction of commissions paid by
those companies.
The fact is that airlines do not fear a boycott (despite the fact that
23
their sales are based approximately 70% to 90% in the travel agency
sector), since they are increasingly investing in sites to offer an efficient reservation system. According to newspaper articles, the airlines VASP, TRANSBRASIL, UNITED AIRLINES, TAM and VARIG,
will in the coming months begin to sell flight tickets on-line, which is
expected to account for 5% of the total revenue, a reduced index but
with a great growth potential in the near future.
Company
On-line Sales
Launch
Revenue/ Estimate
Investment
TAM
December/99
R$1.5 million
US$1.5 million
VARIG
January/98
US$ 5 million
US$100 thousand*
VASP
March/2000
-
US$10 million **
Transbrasil
February/2000
R$ 48 million
-
United Airlines
March/2000
US$ 2 million
-
Source: Gazeta Mercantil, 01/28/2000, C-6
*In the homepage restructuring **In the restructuring of the whole corporate network
As to travel agencies and tour operators, Internet is not expected to
cut them out of the market, but soon they will have to pass through a
restructuring, to adapt to the new reality. One of the possibilities is
travel consulting services. In other words, travel agencies should be
more and more aware of their role which goes beyond selling flight
tickets. Also, travel agencies and tour operators should start to invest
in the on-line market, preparing sites of value-added services, such
as flight ticket, hotel and car rental reservations.
We should emphasize, however, that the purchase volume through
Internet is still low, mainly in relation to tour packages. A significant
part of the “internauts” (internet surfers) still feel the need for a personal contact, some physical evidence of the company with which
they are doing business, because it is difficult to choose a complex
24
product without the human presence, and also to run the risk of giving the credit card number in an environment where security is still
doubtful. The alternatives that have been used to surpass this barrier
range from the installation of call centers to the opportunity to visit
the companies’ facilities in order to close the deal.
In Argentina, according to Mercado Magazine Sector Report (June
1999), businesses via Internet in the country reached US$12 million.
According to research carried out by the Brazilian Association of
Travel Agencies – ABAV – in 1999, some critical points could be
identified in the Brazilian sector, which can be generically extended
to the Argentinean sector:
‰
Knowledge about and access to Internet:
Among the group of travel agencies and tour operators, a significant
part (45%) does not yet show any concern about the new technology,
whereas another part, in an uncertainty mood, does not know how to
fit their market actions in this segment. Therefore, nationally speaking, Internet is still little used as a working tool, since 71.4% of the
sector is not present on the Web yet. The situation becomes even
clearer when we take into account the use time of this tool:
Internet Use Time
Relative Participation %
Not Connected
71.4
One year
17.5
Two Years
8.5
Three Years
2.3
Four Years
0.3
Five Years
0.1
Source: ABAV, 1999.
‰
Product Trade and Sales:
25
As to the trade of tour products via Internet, only 17.9% of the distributors make use of this means. In national terms, this number is
restricted and concentrated on the big urban centers, and only very
few of them operate exclusively through Internet. That is the reason
why we can affirm that its use is still strategic and seen as a complementary means of sales and expecting future capacity.
Among the distributors not trading their products, 56% intend to do it,
whereas 44% do not show any interest in the virtual market.
As to sales on-line, it is necessary to note that, among the distributors that did businesses through Internet in 1998, 63.2% used to
have a revenue in this modality of over US$100,000 a year, an index
that in 1999 reached 67%.
A fundamental factor refers to the creation of sites on the Internet. It
is important to take into account that internet surfers demand qualified, objective and easy-to-access sites. The most usual process in
the search of information about a tour destination is to access search
engines that provide correct addresses, or to access specific tourism
channels inside these engines. It is still very unusual, if we consider
leisure tourism, that users know exactly the right address to look for,
and even more unusual that they buy services via Internet. This
characteristic is much more frequent in business tourism.
In the Brazilian and Argentinean search engines, most of the information found in the specific travel and tourism channels is about national destinations. Information about international destinations is
more commonly found in the sites of travel agencies and tour operators, as well as in the official sites of such destinations, usually sponsored by the State. Another interesting source is personal pages or
statement sites, where one can find tips, tour itineraries and curiosities, always seen through the eyes of tourists visiting the place.
In the research of sites specifically about Europe, some of them pre-
26
sented very interesting contents, such as information about customs,
how to get a visa and a passport, packages, itineraries, travel tips,
and even the opportunity to register on-line to receive bulletins or to
make reservations.
Among the sites designed for hobby, non-profit or non-commercial
activities, some stand out for their quality and organization, such as
“Enjoying Paris” (www.curtindoparis.com), in Portuguese, and “More
Italy than ever” (www.piuitalia2000.it), in Spanish, Portuguese, German, Italian and Polish.
Other very interesting sites are those designed by Consulates and
Embassies of European countries which portray the country not only
in terms of tourism, but also in terms of politics, economy, commerce,
culture, among others. It is relevant to notice that some of these,
however, lack indispensable information such as the need for a visa,
maximum visit time permitted in the country, tour information centers,
useful telephone numbers, or even the services rendered by them.
Thus, we can verify an extremely fertile scenario for the development
and growth of European destinations in the Internet, which depend
exclusively on avant-garde technological actions, being noteworthy
for the diversity of products and service rendering quality. In the short
term the advertising of destinations, tour attractions and travel tips to
Europe will have faster penetration in the market, but e-commerce
has showed high growth rates. So it is that out of the 56% of Americans browsing in the Internet before travelling, 5% purchases
through the Internet and, in 90% of the cases, they buy on-line again.
Therefore, the rush for this new product that features proportions
only compared with the Industrial Revolution, according to some researchers, has already begun, and it is Europe’s task to decide how
to participate in this process.
27
3.
The Argentinean outbound travel
3.1 Argentinean outbound tourism by flights
The data of the National Institute of Statistics and Census (INDEC)
on Argentinean international outbound tourist flights provides the basis for calculating the volume of Argentine visitors to the individual
ETC member countries.
INDEC shows the following figures for Argentine international outbound tourist flights for the years 1997 to 1999:
Outbound tourist flow of Argentineans by flights 1997-1999 (Thousand)
Caribbean U.S. and
Year Mercosul Chile
Europe Others Total
Islands Canada
Index
1997
1,435.8
139.1
124.5
373.0
223.2
123.9
2,419.5
100.0
1998
1,355.2
148.0
134.2
374.9
260.9
156.6
2,429.8
100.4
1999
1,357.8
151.9
117.1
370.7
292.8
154.5
2,444.8
101.0
Source: INDEC / January – 2000.
Within this context, South America reveals itself to be the first destination chosen, followed by the United States and Europe. This fact is
closely related to the thesis that supports a higher incidence of crossfrontier tourism in relation to long-distance tourism (intercontinental).
In 1999, Mercosul (Brazil, Uruguay, Paraguay) received 56% of the
Argentinean outbound tourism by flights. Brazil is the main destination, followed by Uruguay.
28
North America, accounting for 15% of the Argentinean outbound demand by flights, which amounts to a travel volume of about 370,000
trips per year, has experienced a slight decrease in 1999 compared
to 1998.
Europe, accounting for 12% of the Argentinean outbound demand by
flights which amounts to a travel volume of about 290,000 trips per
year, has shown a continuous growth over the past years: 17% between 1997 and 1998, and again 12% between 1998 and 1999.
We should add that in the last three years the total outbound tourist
flow of Argentineans to other countries by flight has shown only a
modest increase of 0.4% between 1998 and 1997, and of 1.0% between 1999 and 1997.
This result may be reflecting the retraction in the flow of Argentinean
tourists visiting other countries, as a consequence of the world economic conjuncture that has been affecting the less developed countries since the Asian crisis of 1997.
In the last years, Argentineans have preferred to take one-week vacations on average due to costs and climatic conditions, and one or
two more weeks during the year. This behavior, according to the
opinion of tour operators, is related to the total cost composition of
annual trips, since the prices of tourist products go up to 40% on average in the high season. For this reason, the distribution of trips in
two phases, one in the high season and the other in the low season,
influences the average final cost to be paid.
29
Outbound tourist flow of Argentineans by flights 1999
Europe
12%
Others
6%
North America
15%
Mercosul
56%
Caribbean
5%
Chile
6%
Source: INDEC / January – 2000.
30
3.2 Argentinean travel volume to ETC-member countries
To obtain the total number of trips to each ETC – European Travel
Commission – member country, due to the inexistence of official data
which answers the question, it was necessary to make an estimation
based on the:
‰
Total number of Argentineans who traveled to Europe by flights
(year basis 1999), provided by the National Institute of Statistics
and Census (INDEC): 292,800;
‰
To those countries that demand the issuing of a visa, the number
of visas issued in 1997;
‰
And the general average of the sales flow for the countries that do
not demand the issuing of visas, based on the trade survey.
31
To each individual ETC member country the number of trips by Argentineans can be allocated as follows:
Countries
Number of trips
Spain
170,000
Italy
110,000
France
90,000
United Kingdom
70,000
Germany
35,000
Greece
20,000
Austria
15,000
Czech Republic
15,000
Netherlands
15,000
Switzerland
15,000
Belgium
10,000
Portugal
10,000
Turkey
10,000
Denmark
5,000-10,000
Finland
5,000-10,000
Norway
5,000-10,000
Sweden
5,000-10,000
Bulgaria
1,000-5,000
Croatia
1,000-5,000
Hungary
1,000-5,000
Poland
1,000-5,000
Cyprus
Less than 1,000
Estonia
Less than 1,000
Iceland
Less than 1,000
Ireland
Less than 1,000
Luxembourg
Less than 1,000
Malta
Less than 1,000
Monaco
Less than 1,000
Slovenia
Less than 1,000
Source: Estimation based on study results
32
3.3 Number of trips and profile of the Argentinean
tourists that travel to the United States
In Argentina, there is not much recorded data concerning the volume
of trips abroad, including trips to Europe and the United States. The
difficulty of obtaining data points to a certain ignorance of the market.
According to the INDEC – National Institute of Statistics and Census,
the number of Argentineans that traveled to the United States in
1999 was 370,700, showing a decrease of 1.1% in relation to 1998
From information taken from some Argentinean travel agencies and
published in an article from the newspaper “Gazeta Mercantil” (February 24th, 2000), the United States and Europe remained as stable
destinations in January 2000, in relation to 1999, even with a decrease of 40% in the packages prices.
This can be explained due to the Argentineans' preference, around
four years ago, in choosing short trips. Due to the costs and climatic
conditions, the tourists prefer to take only one week of vacation in
summer, high season, and one or two additional weeks during the
rest of the year. This happens with tourists originating from the capital or its surroundings, however, the scenery still is of longer trips,
when dealing with other provinces.
The ITA - International Trade Administration provides some information referring to the profile of the South-American tourist that travels
to the United States:
In 1998, considering the general South-American profile, there was a
great concentration of the flow in Florida State, with 61.5% of the total volume, followed by New York (25.4%), California (11.3%), Texas
(4.2%), Illinois (4.0%) and Nevada (3.6%). Concerning the cities, the
most visited by South-Americans were Miami (48,0%), New York City
33
(24,7%), Orlando (23,3%), Los Angeles (7,8%), Fort Lauderdale
(6,4%), Columbia (4,7%), San Francisco (4,3%), Chicago (3,8%) e
Las Vegas (3,6%).
The average of South-Americans that travel to the United States
through tour packages is inferior to the Brazilian one (22%), recording a level of only 14% in 1998. The main motivation of the tourists were:
Motivation
1998 %*
1997 %*
Vacations
63%
65%
Business
32%
32%
Visit to Friends and Relatives
29%
29%
Conventions / Congresses
15%
14%
Source: ITA – International Trade Administration, 1997 e 1998.
(*) Multiple answer
As the type of internal transportation used, great part, 49% uses
rented cars, 28% aeroplane and 24% private cars (usually leasings).
A very small part uses bus, differently from the scenery identified in
Europe, confirming the informal character of most trips to the United
States. The high level of displacement by air inside the United States
can be justified by the greater distances between cities and low cost.
34
4.
The Argentinean travel trade market
4.1 Airlines operating European destinations
The international air passenger transportation sector in Argentina has
regular lines to 11 countries in Europe. However, using the codes
shared between the airline companies that operate from Ezeize and
other airlines, one can get to any country in the world.
In 1999, according to the National Institute of Statistics and Census
(INDEC), the outbound trips of Argentineans growth was 0.6% in relation to 1998, reaching 2,445.061 people. This data compared with
the that from 1997 reveals an increase of 1.1%. In this case, 63% left
from Ezeiza’s airport.
Still, comparing the month of December 1999 (starting from the last
season’s summer) with the same month of the previous year, a drop
of 6.3% in the exist was observed. This decrease is explained by the
effect caused by the preventive attitude of the airline companies and
travelers with regard to the probable problems with the year 2000.
One example of this was the canceling of third part of the entry and
exit flights, and the decrease in the amount of people that left through
the International Airport of Ezeiza in the last day of the year 1999
compared with the same day in the previous year.
In what refers to the destinations of Argentineans who traveled
abroad, the main place is occupied by the Mercosul member countries and Chile (62%), followed by the United States and Canada
(15%), Europe (12%) and the rest of Latin America, including the
Caribbean (10%) (INDEC, 2000).
Definitively, to the INDEC in 1999, a number of 292,830 Argentineans traveled to countries in Europe, percentage superior than the
12% of the prior year, or the 31% more than in 1997.
35
Currently, there are 26 airline companies that operate international
flights, of which 15 go to Europe. One of them - Aerolíneas Argentinas - is national; one belongs to the Mercosul - Mercosul Air Transportation, eight are European (Alitalia, KLM, British Airways, Iberia,
Lufthansa, SAS, Spanair, and Swissair); three are Brazilian (Varig,
VASP, and Transbrasil); and two are American, Canadian (flies only
to Europe via Toronto) and Avianca (flies to Europe via Bogota).
The airline that handles the major part of the market that flies to
Europe, besides having flights only to Spain and Italy, is Aerolíneas
Argentinas. Through the information given by INDEC and also information given by representatives of the company, allocates to them
51.22% of the Argentinean market which travels to Europe.
The majority of the international companies operate only to their
country of origin, except for the Americans, who usually operate with
flights that have stopovers in their country, then following on to
Europe.
It is worth mentioning that in 1999 the airline companies entered a
survival phase inside the market which has transformed their structures and brought serious economic and financial inconvenience.
The airlines' problems are centered on the great competition that exists at present, and in the decrease in tariffs, which has brought with
it a 'logic power concentration' and the necessity to forge alliances
between airline companies. In this way, companies who lack a strong
economic background which has helped to keep them well-equipped,
means that the situation of the sector has obliged them to turn to
classical strategies to survive.
36
4.2 Travel agencies
The activity of Argentinean travel agents is regulated by law 18,859
of the year 1970 and its successive intervening regulatory adjustments. To obtain the 'ability licence', a guarantee fund must be constituted, indicating that the company members do not have any unfavourable antecedents and their personal suitability. Although, there is
a difference between Travel and Tourism Companies (TTC), Travel
Agencies (TA) and Ticket Agencies.
According to the law, the Travel and Tourism Companies are authorized to perform wholesaler tasks, the Travel Agencies can be compared with retailer agencies, in an international context; and the
Ticket Agencies, as the name suggests, are limited to sell tickets
from airline companies, buses, trains etc. The Tour Operator status is
not included in the Argentinean legislation.
The only legal difference between the TTC and the TA is the total
amount of the guarantee fund. For this reason, many travel agencies
which in practice only operate as retailers or simply as ticket sellers
(usually airline tickets) register as TTC or TA. Although, and mainly in
the countryside, many companies with ticket agency permits act, in
practice, as retailers, selling tour packages elaborated by other
agencies.
Due to this distortion of functions, in practice one tends to call 'Tour
Operators' the TTC that work purely and exclusively as wholesalers,
and 'Travel Agencies' those that serve the public without caring
whether they belong to one or other category. Also, there may be the
case where one agency operates as wholesaler to a given destination e.g. Brazil, and as retailer to the rest.
37
The Argentinean Association of Travel Agents (AAAVyT) is the entity
that unites the travel agents of the country. It has 730 members, of
which 220 refer to themselves as wholesalers, and as 410 retailers.
According to the entity's declaration, the number of registered members decreased by about 8% during the period 1998/99 due to the
closing of agencies.
Since 1998, travel agencies have found themselves going through a
difficult period. Amongst the reasons for this is the reduction in airline
tickets, to which is added a reduction in the percentage of the airline’s commissions. The critical point of the situation can be exemplified by pointing out that travel agencies were trying to compete
amongst themselves by offering lower prices and sacrificing part of
their commission, aiming thus to get clients.
Another great competitor of the traditional travel agencies is the
Internet - the reason why emphasis is made that in the near future
only those who add value to their services will survive. It is frequently
mentioned that sitting behind a PC, one can now do almost everything from booking airline tickets, looking for lodgings, buying travel
insurance, obtaining city and country maps, and even renting a car or
ordering theatre tickets. However, Internet is still only popular in the
youth segment, in which it is estimated that the “boom” will come in a
couple of years.
Argentinean travel agencies’ activities have been regulated by law for
around 30 years. The legal regulation and its respective decrees allow the competent bodies the right to control, inter alia, the fulfilment
of the contracts with users and the commercial loyalty with which
they should promote the activity. In this way, it stabilises the obligations of the agencies in relation to the State e.g. in communicating
changes in their society etc. The regulation also establishes the relationship with hotel and transportation companies, the agent's responsibility etc.
38
4.3 Tour operators
The tour operators in Argentina functions alternate between wholesaler to retailer, from producers of organized trips to simple distributors. This report should begin by making clear that in Argentina, the
wholesaler segment is not clearly defined. There is no figure about
this type of tour operator.
The functions of wholesaler and retailer demand knowledge, financial
resources and the means to operate very differently.
It is interesting to analyze the scale of operations according to the
products sold in the agencies: tickets and all-inclusive trips. In the
first of the extreme cases, if only one agency sells tickets, the relative
simplicity of the operation makes it possible for the small agency to
have advantages over intermediaries or large structures, even
though the latter have better technological means and capacity for
market penetration. But, of course, above a certain level of sales, the
financial and technological capacity of the big agencies will prove to
be an advantage over the smaller structures. In exchange, for allinclusive trips, which demand two stages - production and distribution
- the big structure is more capable of their production, but the distribution may be done by agencies of any size.
In practice, many Argentinean operators work as wholesalers for
some destinations and retailers to others.
In general, the international Tour Operators manage the travel market to Europe in Argentina. Besides, many of the national TTOO work
with the same international Operator, as the case of Trapsatur, which
sells packages to several other operators. This points out that national operators only carry out the role of intermediaries or retailers.
It is a phenomenon of the Argentinean market that many of the
39
TTOO (tour operators) are nothing more than a branch of some
European TTOOs, and what they really do in the local market is to
commercialize products that come ready-made from Europe.
According to statistic known regarding the sector, there are a total of
37 tour operators in Argentina, amongst whom a sample of 10 cases
was selected, and the correspondent interviews made.
40
II. RESULTS OF THE SURVEY ON THE
ARGENTINEAN TRAVEL TRADE
Preliminary Remarks
In order to obtain the necessary information, expert interviews were carried out
with the three involved travel industry sectors: tour operators, travel agencies
and airlines.
In both countries - in Brazil as well as in Argentina - tour operators not only
"create" tourism packages, but also sell them directly to clients (tourists) in addition to, of course, operating as wholesalers to travel agencies. The same activity occurs in agencies, which not only function as retailers to the tour operators,
but also deal themselves with packages, according to the demand.
This is not very different from the situation with the airlines, which not only work
as partners of travel agencies and tour operators, but also have their own points
of direct sales to tourists, and produce their own packages like tour operators.
This situation was methodologically observed and treated in a manner suitable
to the positioning of each outbound market travel trade sector with regard to the
characterization of the research universe, and to the delimitation of the sample
to be interviewed.
41
Methodology
The universe
As sample units, groups of companies operating in the “tourism trade” were defined – tour operators and travel agencies – as well as air transport companies.
In the present case, for a more objective choice of samples, this study selected
those which have a higher predominance and/or experience in European destinations and which are associated with “tour trade” representative entities in
each country. Based on these sample conditions, a viable listing ensured those
companies which could certainly be recommended to participate in tour destination advertising and promotional programs.
The sample
Considering the objectives of this study, whether in terms of its present results
or the tendencies analyzed, the following sample sizes (below) were used because of their statistical representation, diversity, and for the intended use of the
information gathered.
In Argentina 44 interviews have been realized, broken down into sectors as follows:
Tour Operators Tour Agencies
10
30
Airlines
Total
04
44
42
Interviewing method
The tool for the primary data research were standardized questionnaires with
open and closed questions that provided basic and complementary information
for the quantitative and qualitative evaluation of the demand.
Interviews were conducted by a team of Brazilian and Argentine field researchers in the locations identified as having the highest outbound flow and according
to the quantity and quality of the data necessary in order to meet the objectives
of the study.
Travel agencies interviewed
30 travel agencies were interviewed, selected through a random sample following the criteria listed below:
‰ Are a member of the Argentinean Association of Travel and Tourism Agen-
cies (AAAVyT), the most representative entity in this sector, established in
1951
‰ Sell to the public
‰ Have a relatively broad clientele
‰ Sell trips to Europe.
In Argentina there is not much information available about the characteristics of
travel agencies. In addition, there is neither official data about the profile of
travel agencies that work in Argentina, nor information about aspects related to
billing, social capital etc.
43
The interviews were made during the month of March 2000, in person, including
the following travel agencies:
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
American Express
Argenbras
Asatej Group
Capalbo Turismo
Centenera Viajes
Consult House
Cosulich
CRA Turismo
Delfino Turismo
Eves Turismo
Giorgotours
Hilltours
Icaro Viajes
Lady Travel
Lago Traful
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Leiza Tur
Les Amis
Lusitania Tours
Marbitours
Media Tours
Pezati
Scotland Travel
Sumatoria Travel
Tomas Grainer Travel
Tourist Service International
Tower Travel
Travel Up
Ventana Tour
Veromar
Viajes Verger
All travel agencies interviewed are located in Buenos Aires.
It is interesting to notice that, despite the great amount of tickets that the interviewed agencies issue abroad, a few of them may have real recognition in the
market they act, without having knowledge of even the volume of Argentineans
that travel to Europe or to the USA.
44
Tour operators interviewed
10 tour operators were interviewed having the following characteristics:
‰ Being member of AAVVYT (Argentinean Association of Travel and Tourism
Agents).
‰ Sell packages or tours to Europe to other agencies.
‰ Appear frequently in the advertisements of the major national newspapers
(Clarín y La Nación).
The visited operators were the following:
1
2
3
4
5
Bian Tours
Davos Tours
Eurotur
Eurovips
Excel
6
7
8
9
10
Iberojet
Petrabax
Roberto Pereira
Viajes Juliá
Viajes Marsans
Each interview was done in person, following a questionnaire with 23 questions,
some open and others closed. The fieldwork was done during the months of
March and April 2000.
The exploratory analysis showed that, in Argentina, many companies register
themselves as wholesaler’s operators, but in reality end up working as retailers.
45
Airlines interviewed
4 representatives of the airlines were interviewed, which perform in the manager level in the areas related with the market analysis, sales and public relations.
The companies selected to define the sample were chosen using as basic criteria the operation of regular flights to Europe. The interviews were made in person during March and April 2000.
The following airline companies were selected:
1
2
3
4
Aerolíneas Argentinas (AR)
Iberia (IB)
Swissair (SR)
Varig (RG)
The company AR was selected because it is the only national company that
travels to Europe; IB was selected as the Airline Company that represents one
of the most important Earopean markets - the Spanish. Spain is the most important gateway to Europe for the Argentineans.
Likewise, SR was chosen as the sample of airline companies that were not
considered to be leaders in the market. Finally, Varig represented the companies which had fewer sales to Europe - especially as their flights are not nonstop, but go via Brazil. This is the main sales obstacle for this company.
46
Questionnaire
With the goal of knowing better its current characteristics, a questionnaire was
prepared for interviews with travel agencies and tour operators, containing 23
open and closed questions, including topics related to the bio-socio-economic
aspects of the demand, its motivations, the image of the tourist product 'Europe'
and of the 29 ETC member countries, the sales difficulties. For the interviews
with airline companies, a questionnaire was elaborated with 16 open and closed
questions, contemplating themes related to the bio-socio-economical aspects of
the demand, their motivations, the image of the tourist product 'Europe' and of
the 29 ETC member countries, the operation difficulties and expansion possibilities, among others. (The questionnaires are enclosed in the appendix.)
The tabulation and data analysis was first made in Argentina and Brazil during
the month of April/May, and then sent to Munich following completion of this report.
47
1.
Description of clients who currently book trips to Europe
The interviewed Argentinean tour operators, travel agencies and airline companies describe the Argentineans traveling to Europe as follows:
Age
Main age groups
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Up to 18 years old
1
2%
-
-
1
3%
-
-
From 19 to 30 years old
8
18%
-
-
6
20%
2
50%
From 31 to 49 years old
32
73%
7
70%
21
70%
4
100%
From 50 to 65 years old
16
36%
5
50%
10
33%
1
25%
-
-
-
-
3
10%
-
-
Over 65 years old
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
* multiple response
The prevalent age range is that between 31 and 49 years old, mentioned by
about 70% of the interviewed. This occurs due to the fact that this group has a
greater availability of economic resources, and that in this age range are found
the businessmen, experts in different academic areas and people that want to
visit Europe for work reasons.
This is followed in importance by the age range between 50 and 65 years old. In
this case, these are usually couples with roots in Europe and who know the
country in which they were born or where their relatives still live. It is composed
in the main of “empty nesters”, who do not have so many responsibilities at
home. The age range from 19 to 30 years old is composed of youth, mainly college students or recently graduated, who make a trip in the modern “Grand
Tour” style, that is, to travel through Europe before to getting definitive jobs in
the work market, but instead of belonging to the local elite they usually have limited resources and take the opportunity offered by Europe to make a low cost
trip using Youth Hostels and economy passes in railroads.
48
73%
80%
70%
60%
50%
36%
40%
30%
18%
20%
10%
2%
0%
0%
Up to 18 years
19-30 years
31-49 years
50-65 years
Over 65 years
Source: Expert survey on Argentinean travel trade. March/April 2000 (Multiple response)
49
Gender
Gender
All
interviewees
n=44
Male
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
8
18%
1
10%
4
13%
3
75%
Female
11
25%
4
40%
6
20%
1
25%
Both
25
57%
5
50%
20
67%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
The majority of the travel trade surveyed reported that there is no predominance
in terms of their clients’ gender, male or female, who travel to Europe. This is
due to the fact that the greatest volume of trips to Europe have leisure as the
main motivation, and therefore include a large number of couples. In the remaining cases, females slightly predominated, due to the increase in the number of businesswoman and also of females that simply travel for leisure or to
visit their children or relatives. The (male) Argentinean that travels by himself
usually does it for business reasons. (Only airlines suppose a predominance of
male tourists traveling to Europe for business reasons.)
Both
57%
Female
25%
Male
18%
Source: Expert survey on Argentinean travel trade. March/April 2000
50
Level of education
Level of education
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
High
22
50%
1
10%
18
60%
3
75%
Medium
22
50%
9
90%
12
40%
1
25%
-
-
-
-
-
-
-
-
Low
Source: Expert survey on Argentinean travel trade. March/April 2000
Argentineans traveling to Europe basically come from medium and high educational levels (though there are differences in the assessments of their clients'
educational level between the individual trade segments surveyed).
Europe is no longer an exclusive destination of a public with a high intellectual
development level, but a destination that has become popular in the intermediary levels. It has left the intellectual circles to become an accessible place to
other segments.
High
50%
Medium
50%
Low
0%
Source: Expert survey on Argentinean travel trade. March/April 2000
51
Income groups
Income groups
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Up to US$ 700
-
-
-
-
-
-
-
-
From US$ 701 to 1,800
6
14%
2
20%
4
13%
-
-
From US$ 1,801 to 3,500
29
66%
7
70%
20
67%
2
50%
From US$ 3,501 to 6,000
8
18%
1
10%
5
17%
2
50%
Over US$ 6,000
1
2%
-
-
1
3%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
The predominant income level is that between US$ 1,800 and US$ 3,500 per
month (66% of the sample) with a prevalence, among tourists that go to Europe,
of average family income of US$ 3,206 per month, or US$ 38,472 per year.
The average monthly income somehow allows us, together with the other indicators, to determine a socio-economic level. The result of this sample seems to
indicate that the majority of travelers to Europe correspond to a medium-high
socio-economic level. In lesser degree (20%) to a high level, and about 15%
correspond to a medium-low level.
52
Occupation
Predominant occupation
All
groups
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Entrepreneur
13
30%
6
60%
5
17%
2
50%
Merchant
11
25%
1
10%
8
27%
2
50%
Physician (medical)
2
5%
1
10%
1
3%
-
-
Engineer
-
-
-
-
-
-
-
-
Lawyer
6
14%
1
10%
5
17%
-
-
Public servant
-
-
-
-
-
-
-
-
Business administrator
1
2%
1
10%
-
-
-
-
Teacher
-
-
-
-
-
-
-
-
Pensioner
2
5%
-
-
2
7%
-
-
Housewife
-
-
-
-
-
-
-
-
Student
3
7%
-
-
3
10%
-
-
Others
6
14%
-
-
6
20%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Deviations from 100% due to rounding
Entrepreneurs and merchants are the most mentioned occupational groups
traveling to Europe. Next mentioned are lawyers and professionals in general
("others"). Due to their occupation, Argentineans traveling to Europe come from
medium to higher educational levels.
.
53
Region of origin
Predominant region of
origin (first choice)
Buenos Aires
Bonaerense Conurbation
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
43
98%
10
100%
29
97%
4
100%
1
2%
-
-
1
3%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
The city of Buenos Aires and its metropolitan area (where there are around 5
million inhabitants) is the main area of residence of people who travel to
Europe, followed by the cities of Buenos Aires Province, like Mar del Plata and
La Plata. These last two cities each have a level of importance inside the Buenos Aires Province. La Plata is the provincial capital, located 70 km from Buenos Aires. Mar del Plata, 450 km away from the Federal Capital, is the major
tourist pole in the Province and one of the cities with greatest economic development, followed by the provincial capital.*
Other emitting centers that appear in the interviews are the capital of Cordoba
Province, San Rafael City (Mendoza Province) and Rosario (Santa Fe Province).
It is important to point out that, in the zones where the greatest number of travelers come from, are also where there are the greatest capital concentration in
the country, are poles of commercial and political development and where the
majority of the study centers are located. In some way, it is in these areas that
those who have the highest consumption capacity and, consequently, possibility
to travel, are clearly located.
_________________
* According to the interviewees, their clients live mainly in Buenos Aires City and its
metropolitan area. This answer is logical, once this study was limited to Buenos Aires City and its area of influence, where over 50% of the travel agencies are concentrated.
54
2.
Market development of trips to Europe
2.1 Market development within the last three years
The market development of trips to Europe in the last three years was assessed
by the Argentinean travel trade surveyed as follows:
Total market
With regard to the overall market, trips to Europe have undergone the following
development within the last three years:
Overall market development last three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
16
36%
6
60%
8
27%
2
50%
Discrete increase (+5-10%)
14
32%
2
20%
10
33%
2
50%
Stagnation
5
11%
1
10%
4
13%
-
-
Discrete decrease (-5-10%)
3
7%
1
10%
2
7%
-
-
Significant decrease (-10%)
6
14%
-
-
6
20%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
According to the overall travel trade surveyed, most of the interviewees consider that tourism to Europe showed a growth during the last three years (1997,
98 and 99), slight or even significant growth of more than 10%. Nevertheless,
one out of every five (above all travel agencies) registered even a significant
decrease in tourism to Europe.
55
According to the interviewees, growth in the number of trips to Europe has been
caused by the following:
‰ The prices in Europe are more accessible to Argentineans; when the word
'price' is used, it is a general term that includes all the expenses of a trip:
lodging, food and meals, transportation and other items e.g. tickets for
shows, shopping, souvenirs.
‰ Since the implementation of the conversion plan in Argentina (1991, since
when an Argentinean peso is equal to an American dollar), the Argentinean
peso became competitive at world level.
‰ Associated to the aforementioned development is the economic stability
achieved by Argentina for some years, including a sustainable growth. This
growth and stability were reflected in an increase in the consumer capacity
of the Argentineans, originating in a greater amount of business trips due to
the commercial openings.
‰ The growing experience of travel by the population has led to an improved
offer, both in level and diversity. Cheaper and more affordable options are
now on offer which try to satisfy the demand of distinct segments. It no
longer “Europe 5*”, but alternatives can be seen e.g. more economic or nontraditional lodges, pensions, inns etc.
‰ The decrease in air tariffs in intercontinental trips has been one of the most
important stimuli. The prices of the air legs from Argentina to Europe and
back have suffered a very important decrease. Added to this a greater number of companies that fly directly from Argentina, offering a flight without
stopovers.
56
Leisure trips
Concerning leisure trips, two out of every three interviewed trade representatives reported slight or significant increases. However, every third declared that
sales of trips to Europe was stagnating or even had a significant decrease. The
decrease of leisure trips to Europe was also influenced by the combination of
armed conflicts in Europe and to the Brazilian crisis, which led people to enjoy
the sun on the beaches of closer destinations which made them feel safer than
being in contact with ethnic conflicts in far away destinations.
Above all, for some of the interviewed travel agents, 1999 was a difficult year
due to the recession that started to show itself, and because as it was an election year doubts started to arise about the economy’s future and the continuation of the conversion plan. However, a strong promotion of sun and beach destinations in the Caribbean and USA destinations, especially Miami with Disneyworld, acted against trips to Europe. Despite low air tariffs, the more accessible
prices and the payment facilities impelled the growth mentioned before.
Market development of leisure trips to Europe within the last three years
Market development
leisure trips within the
last three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
18
41%
7
70%
9
30%
2
50%
Discrete increase (+5-10%)
12
27%
-
-
10
33%
2
50%
Stagnation
6
14%
2
20%
4
13%
-
-
Discrete decrease (-5-10%)
1
2%
1
10%
-
-
-
-
Significant decrease (-10%)
7
16%
-
-
7
23%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* Deviations from 100% due to rounding
57
Business trips
Most of the Argentinean travel trade interviewed reported an increase in relation
to business trips. This growth is due to the installment of some European companies in the country, but especially to the business of Argentinean companies
with their European partners.
Market development of business trips to Europe within the last three
years
Market development
business trips within the
last three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
13
32%
6
60%
4
15%
3
75%
Discrete increase (+5-10%)
15
37%
2
20%
12
44%
1
25%
Stagnation
9
22%
2
20%
7
26%
-
-
Discrete decrease (-5-10%)
3
7%
-
-
3
11%
-
-
Significant decrease (-10%)
1
2%
-
-
1
4%
-
-
Do not sell
3
-
3
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
58
2.2 Changes with regard to target groups within the last three
years
The Argentinean travel trade surveyed noticed changes with regard to target
groups within the past three years:
With regard to target
groups there have been
…..
Changes
No changes
No opinion
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
37
88%
7
88%
26
87%
4
100%
5
12%
1
12%
4
13%
-
-
2
2
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
According to people who expressed that there were modifications in the profile
of people who travel to Europe, the fact stands out that more and more people
with minor income levels can afford to travel to Europe. Nowadays, those with a
monthly installment of US$ 100 per year can travel to Europe, which makes
these trips accessible to a great number of people.
It was also mentioned that the age range of tourists that visit Europe is decreasing, that is, youth who are in their last year at college often get a part time job
and with the money they save, go to Europe.
Concerning the groups that travel less to Europe, some of the Argentinean
travel trade representatives interviewed pointed out that this concerns the highest income groups. This is due to the fact that Europe is turning into a cheaper
destination, and those who can pay for it prefer to go to more exclusive destinations in other continents. The people who have already made several trips to
Europe prefer to take the possibilities to visit destinations located in Africa, Asia
and Oceania, taking advantage of the current exchange equity between the Argentinean peso and the American dollar, the direct flights to South Africa and
59
New Zealand or no-stopover flights - but with connections - to Malaysia, Australia, the Orient, etc. It is important to emphasize that in Argentina there is an important market to far-flung destinations, and making Europe accessible to broad
classes of the population and just a “couple of hours away” has led people to
continue looking for destinations considered “exotic” in the past.
60
2.3 Changes with regard to travel characteristics within the
last three years
The Argentinean travel trade surveyed noticed changes with regard to travel
characteristics within the last three years:
With regard to travel
All
characteristics there have interviewees
been …..
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Changes
25
57%
8
80%
16
54%
1
25%
No changes
19
43%
2
20%
14
46%
3
75%
Source: Expert survey on Argentinean travel trade. March/April 2000
The travel trade representatives surveyed confirmed that there were changes in
the trips to Europe, mentioning the following as the most important :
‰ More trips related to business, studies & congresses
‰ Period of the trip – tendency for high season to disappear
‰ Preference of themed trips, like the Jubilee 2000
‰ Packages that travel to countries for religious reasons related to Catholicism,
including Turkey & Greece
‰ Tendency to follow fashion. For example, currently it is considered that is in-
dispensable to know how to speak English, and that this language can be
learned only in England
‰ Preference for individual trips with car rental for greater flexibility
‰ People who go to Europe for leisure purposes are reducing the number of
countries visited. They prefer to see less, and in more depth, and to enjoy the
experience of walking through a city without help (e.g. a preference for using
the subway to visit Madrid rather than paying for an excursion)
‰ Given the low cost of travel to Europe and the high cost of other goods, peo-
ple invest in what they can, and not what they want
61
‰ It is important to point out that the airlines are introducing direct flights to the
main European capitals, which shows that the continent is beginning to
change its image of being a far-flung destination.
The new technologies (conferences on the Internet, etc.) have not had an influence on business displacements. For the Argentinean, personal contact has a
great importance with reference to business as well as other professional ambits (conferences, seminars, etc.). However, due to the high Argentinean cost of
living, people prefer to travel aboard to participate in an event rather than to
bring a foreigner to Argentina. Even so, Argentina is still an important destination for international events.
62
2.4 Market development within the next three years
For the forthcoming three years, the interviewed Argentinean travel trade representatives expect a market development for trips to Europe as follows:
Total market
With regard to the overall market, the following development in trips to Europe
is expected for the forthcoming three years:
Overall market development next three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
19
44%
7
70%
11
38%
1
25%
Discrete increase (+5-10%)
18
42%
3
30%
12
41%
3
75%
Stagnation
4
9%
-
-
4
14%
Discrete decrease (-5-10%)
1
2%
-
-
1
3%
Significant decrease (-10%)
1
2%
-
-
1
3%
No opinion
1
-
1
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
* Deviation from 100% due to rounding
The great majority of those interviewed from all sectors confirmed their hopes
for a total increase in the sales of trips to Europe in the near future, if the country's economy stablilises and it starts participating more actively in the globalization process.
44% mentioned the wish that this increase is significant (over 10%) and 42%
said that they considered that there will be a slight increase (from +5 to 10%).
63
This can be summarized as follows:
‰ Growing world economic integration is generating more business opportuni-
ties, and it is anticipated that commercial chainlinks with the European continent will continue to follow the current growth rhythm. On the other hand,
there is an ever-increasing number of companies of European origin in Argentina. In both cases the companies send their employees to do business
or follow courses at the company's headquarters in Europe. The tendency
being observed is for companies to give incentives to their employees to
combine the business trip with a short vacation in the country where he/she
has to go, or in some other country in the surrounding area.
‰ The privatization of Argentinean companies attracted European investors,
leading us to estimate that business trips will continue to grow. The interest
to participate in different events, courses, etc. will also keep growing.
‰ The promotion of Europe in the printed media (tourism sections of the main
newspapers and specialized magazines with a large circulation) and the cable channels (Travel Channel, Discovery Channel, Peoples and Arts, etc.)
will keep arousing interest of Argentineans to travel to Europe, not only to
see the classical aspects, but also to get to know other countries, culture,
gastronomy, history etc. Globalization has allowed the social maturing of
people so that, instead of fearing the contact between cultures, they are
more interested in interacting. In this way globalization will allow easier access to all the information available (especially through the new technologies)
‰ Even though there are no signs of an economic revival, it is expected that
this will be evident in the near future and will stimulate more trips.
‰ Continued decrease in the air tariffs is expected.
‰ Also: Continued decrease in Europe’s prices in general.
64
‰ Argentinean tourists will look for new destinations, and the European conti-
nent is the one that offers the greatest alternatives. Given the fact that the
interest in shopping in the USA has decreased (due to the fact that there is
no great difference in prices, since this is compensated by the guarantee of
products that are bought inside the country; and that duty-free shops in all
airports have electronic products), Europe is looked at with preponderance
when one takes the decision to travel. To this should be added that there is
no big difference between air tariffs to the USA or to Europe.
With reference to the interviewees who said that the number of tourists will keep
stable, the following comments stand out :
‰ There are no more State companies to be privatized, and the investors have
a greater interest in Brazil, due to the devalued exchange.
‰ Argentina’s recession does not allow a significant increase in the number of
trips
‰ The travel agents pointed out that the Argentinean first worries about a hon-
eymoon in the Caribbean, then travels with the children to Disneyland, and
by the time they have grown up, sends them to study English in London.
When they are left alone, he takes his wife and travels to Europe.
65
Leisure trips
A strong growth is expected, above all for leisure trips. Every second Argentinean travel trade representative interviewed expects significant growth in the
forthcoming years for leisure trips to Europe, and every third expects at least a
slight increase.
Argentinean tourists will look for new destinations, and the European continent
is the one that offers the greatest alternatives.
Market development of leisure trips to Europe next three years
Market development
leisure trips within the
last three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
20
47%
7
70%
12
41%
1
25%
Discrete increase (+5-10%)
15
35%
3
30%
9
31%
3
75%
Stagnation
6
14%
-
-
6
21%
Discrete decrease (-5-10%)
1
2%
-
-
1
3%
Significant decrease (-10%)
1
2%
-
-
1
3%
No opinion
1
-
1
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
* Deviation from 100% due to rounding
66
Business trips
It is estimated that business trips will not increase as much as leisure trips. But
nevertheless, also for business trips, remarkable growth is expected in the next
few years due to the increase in the number of European companies installing
in Argentina, as well as the growth in the participation at events outside the
country, making an increase of this type of traveler possible.
Market development of business trips to Europe next three years
Market development
business trips within the
last three years
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Significant increase (+10%)
15
37%
8
80%
6
22%
1
25%
Discrete increase (+5-10%)
17
41%
2
20%
12
44%
3
75%
Stagnation
7
17%
-
-
7
26%
-
-
Discrete decrease (-5-10%)
1
2%
-
-
1
4%
-
-
Significant decrease (-10%)
1
2%
-
-
1
4%
-
-
No opinion
3
-
3
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
* Deviation from 100% due to rounding
67
2.5 Changes with regard to target groups within the next three
years
With regard to changes in target groups for the forthcoming years, the expectations of the Argentinean travel trade surveyed were :
With regard to target
groups there will be …..
Changes
No changes
No opinion
All
interviewees
n=44
41
100%
-
3
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
7
100%
30
100%
4
100%
-
-
-
-
-
-
3
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
Most of the interviewed travel trade declared that they hoped to find changes in
the profile of the tourists that travel to Europe during the next three years, if the
tendency towards credit and cheap tariffs continue. Amongst them, they mentioned the following:
‰ Smaller income level (who can choose a cheaper hotel or stay for a shorter
length of time).
‰ The clients will be younger. The tendency to travel first to the USA and to
the Caribbean will be replaced by travel to Europe.
‰ Females and seniors who look for more peaceful destinations.
‰ Sun and beach tourism that interests the Argentinean so much will arouse
the interest to travel by tourists who are not particularly interested in history
and culture. Although if adequate marketing tools are used, Europe can capture another interesting market segment, if the prices are competitive.
68
‰ Due to their growing experience, Argentinean tourists are beginning to be
more critical. The tourist currently has many options, and he is beginning to
be more selective in relation to the prices and relative quality of offers. If
they consider that if the travel agent is not well informed, greater numbers of
tourists will turn to gathering information through the Internet. However, a
decrease in ticket sales due to the Internet is not foreseen, since this system
will be used more to gather information that the agent does not have.
‰ The region of the capital, Buenos Aries, must remain the greatest consumer
of Europe as a destination. This is due to the socio-economic and demographic conditions existent in this area, with high income levels, responsible
for a significant amount of Argentina’s GDP.
It is emphasized that, due to the fact that many important cities are in border
areas, if people make a trip without going through Buenos Aires, they do it
through an international operator (e.g. Santiago de Chile, if the area of residence is Mendoza).
69
2.6 Changes with regard to travel characteristics within the
next three years
With regard to travel characteristics, the following changes in the forthcoming
years are expected by the Argentinean travel trade surveyed:
With regard to travel
characteristics there will
be…..
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Changes
25
61%
7
100%
17
57%
1
25%
No changes
16
39%
-
-
13
43%
3
75%
No opinion
3
3
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
Amongst the changes mentioned by those interviewed, it is worth mentioning
the following:
‰ People look for “experiences” during their leisure trips, in which they will look
for a destination that allows them to interact more, and that is not limited to
contemplation. There is a tendency to travel fewer kilometers, but to get to
know the sites they visit better. Even though they will visit the same countries, they will not remain for a long time in the cities, but will tend to visit the
surrounding areas. They will also look for non-traditional destinations.
‰ The short duration (one week) trips to a specific destination will increase,
once the tourists will use their long weekends or holidays.
‰ Organized groups and family trips will tend to disappear.
‰ The interest in nature and ecological tourism will make destinations currently
not important better known, such as the Scandinavian countries.
70
‰ The offer will grow, and the prices will be more accessible. The Internet will
make the trip more accessible because one may get cheaper tickets.
‰ Increase of individual trips, especially by youth, with a tendency to lodge in
hostels. The wholesalers are already observing this development since they
have added economy lodgings in some of the packages.
‰ The trend towards language studies will continue in Europe. Therefore, Lon-
don will be the main destination for studying English, although the great
range of promotions offered by countries like Canada and Australia may decrease the number of trips to United Kingdom.
‰ As the youth participation in the market grows, the Internet can perform the
same tasks as a travel agency.
‰ Europe will be an alternative to people who already know the Caribbean.
‰ The Euro’s stability will decrease the air tariffs, and the trips will usually be
more economical.
71
3. Type of trips to Europe
3.1 Purpose of trips to Europe
If one is to summarize the individual statements made by the surveyed Argentinean tour operators, travel agencies and airlines regarding the average relative value percentages for the different types of travel Argentineans make to
Europe, the following picture emerges:
Purpose of trips to Europe
Purpose of trips to
Europe
All
Tour
Travel
Airlines
interviewees Operators
Agencies
n=44
n=10
n=30
n=4
Average
Average
Average
Average
relative value relative value relative value relative value
Vacations
61%
73%
62%
49%
Business
18%
8%
14%
31%
Friends and Relatives
8%
4%
5%
17%
Business and vacations
5%
6%
8%
-
Culture
5%
9%
5%
-
Conventions
2%
-
3%
3%
Study
1%
-
2%
-
Incentive trip
0%
1%
0%
-
Religion
0%
1%
0%
-
Job in Europe
0%
-
1%
-
Health
-
-
-
-
Others
1%
-
-
2%
Source: Expert survey on Argentinean travel trade. March/April 2000
* Deviation from 100% due to rounding
72
The prevalent motivation to make a trip to Europe is leisure (vacation or culture)
with a relative share of of 66% of all trips to Europe. In second place, a great
distance behind, are business trips (purely or combined with vacation) with a
relative share of 23% (the airlines interviewed suppose a greater share for business trips).
Visits to friends and relatives rank third (8%). All other possible reasons for trips
to Europe (congresses and conventions, health, religion etc.) do not have high
relative values.
Vacations
66%
Business
23%
Other
11%
Source: Expert survey on Argentinean travel trade. March/April 2000
73
3.2 Present types of vacation trips to Europe
The statements made by the surveyed Argentinean travel trade on the percentage breakdown of individual types of vacations made by Argentineans to
Europe yield the following allotment:
Today's predominant type of vacations
Type of vacation
All
Tour
Travel
Airlines
interviewees Operators Agencies
n=44
n=10
n=30
n=4
Average
Average
Average
Average
relative value relative value relative value relative value
Tours through several countries
49%
53%
56%
39%
Tour in one specific country
13%
15%
13%
10%
Cultural vacations
10%
9%
5%
17%
Vacations combined with visits
to friends & relatives
8%
10%
7%
6%
Tour in one specific city
4%
1%
2%
8%
Combination tours & leisure
3%
2%
4%
4%
Vacations for a special event
3%
3%
4%
1%
Vacations of sun & beach
2%
5%
2%
-
Ethnic trip / search for roots
1%
1%
3%
-
Vacations combined with health
motivation
1%
-
0%
2%
Winter sports vacation
0%
-
0%
1%
Vacations leisure in the
countryside or mountains
0%
-
0%
-
Summer sports vacations
0%
-
0%
-
Vacations with a lot of fun,
nightlife & social life
-
-
-
-
Vacations for shopping
-
-
0%
-
Other types of sports vacations,
such as golf
-
-
-
-
5%
2%
1%
12%
Other types
Source: Expert survey on Argentinean travel trade. March/April 2000
* Deviation from 100% due to rounding
74
Amongst the most important types of vacation, the tours through several countries stand out. This is the main segment for Argentinean vacation trips to
Europe. According to the Argentinean travel trade surveyed, every second vacation trip is a tour through several countries.
Second ranks (but with great distance behind) tours in one specific country (average share 13%). This type of vacation is usually selected by those who already know Europe and who wish to return to a particular country to get to know
it better. Besides, the current tendency is to see less cities and countries, but
with deeper experiences. Tourists do not want their trip to Europe to be a series
of “flashes” like some tour packages promote.
In the opinion of the Argentinean travel trade, culture-oriented vacations account for an average share of 10%, followed by vacations combined with visits
to friends & relatives at 8%. All other retrieved types of vacation have a share of
less than 5% in the total market.
The occurrence of the "tour" type of trip is explained by the short distance between the countries in Europe, what favors and incites the tourist to visit more
than one destination in each trip. It is emphasized, however, that the tendency
is no longer to visit 20 countries in 15 days but, on the contrary, to get to know a
few places on each trip, in such a way that the tourist may have a richer interaction. This implies more trips, and is due to the fact that Europe is no longer as
expensive a destination as it was in the past, especially due to the decrease in
air tariff prices.
75
Most Important Type of Vacation at Present
Tour/one country
13%
Cultural vacation
10%
Vacation+VFR
8%
Tour/several
countries
49%
Others
5%
Tour in one city
4%
Tour+leisure
3%
Special event
3%
Sun&beach
Ethnic trip 2%
1%
Source: Expert survey on Argentinean travel trade. March/April 2000
76
Based on the experience and assessment of the Argentinean travel trade,
sightseeing is definitely the main interest of Argentineans taking a vacation in
Europe. 68% of the interviewed Argentinean tour operators and travel agents
stated culture and history (sightseeing) as the main reason for a vacation in
Europe.
Main motives for vacation trips to Europe
Main motives for vacation
trips to Europe
Culture and history
All
Tour
interviewees Operators
n=40
n=10
Travel
Agencies
n=30
27
68%
8
80%
19
63%
Get to know people & cities
4
10%
1
10%
3
10%
Search for roots
4
10%
-
-%
4
13%
To relax
3
8%
3
30%
-
-
Vacation & congresses
2
5%
2
20%
-
-
Friends &/or relatives
2
5%
-
-
2
7%
Shopping
1
2%
1
10%
-
-
Study
1
2%
1
10%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
77
3.3 Types of vacation trips to Europe with best market prospects
The question of which type of vacation can be given the best market prospects
with respect to vacation trips made to Europe, the Argentinean travel trade surveyed indicated the following types of vacations:
Type of vacation with best market prospects
Type of vacation
All
Tour
interviewees Operators
n=44
n=10
Travel
Agencies
n=30
Airlines
n=4
Tours through several countries
24
55%
7
70%
14
47%
3
75%
Tour in one specific country
17
39%
5
50%
11
37%
1
25%
Vacations for a special event
13
30%
2
20%
11
37%
-
-
Vacations combined with visit to
friends & relatives
10
23%
5
50%
4
13%
1
25%
Combination of tours & leisure
7
16%
1
10%
6
20%
-
-
Cultural vacations
6
14%
-
-
4
13%
2
50%
Vacations of sun & beach, to relax by the sea
5
11%
2
20%
2
7%
1
25%
Ethnic trip / search for roots
5
11%
1
10%
2
7%
-
-
Tour in one specific city
4
9%
1
10%
3
10%
-
-
Winter sports vacation
2
5%
1
10%
1
3%
-
-
Vacations leisure in the countryside or mountains
2
5%
-
-
2
7%
-
-
Vacations with a lot of fun, nightlife & social life
1
2%
-
-
1
3%
-
-
Vacations combined with health
motivation
1
2%
-
-
-
-
1
25%
Vacations for shopping
-
-
-
-
-
-
-
-
Summer sports vacations
-
-
-
-
-
-
-
-
Other types of sports vacations,
such as golf
-
-
-
-
-
-
-
-
78
Others types:
5
11%
-
-
4
13%
1
25%
Congresses & leisure
3
7%
-
-
3
10%
-
-
Adventure tourism
1
2%
-
-
1
3%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The “tour through several countries” is the type of vacation with the greatest potential for the future, despite the fact that previous data showed that tourists prefer short tours to a few countries so that they can enjoy each place in more
depth. Nevertheless, the number of countries was not specified.
According to data obtained during the research, the tourist is reluctant to take a
tour of only the capitals of Europe - which is a classic tour - but prefers to travel
with alternative itineraries. This does no mean that he/she travels to Europe to
visit only one country.
The “tour to a specific country”, indicated as the second greatest motivational
tendency, comes from the fact that people want to get to know each destination
visited in more depth, discovering picturesque regions that are not part of the
itineraries in general, and are not concentrated only in the main capitals.
The “cultural vacation” appears in third place on the table of types of vacation
which have the highest market potential. Definitely, Europe is a destination
characterized essentially by its historical, architectural and artistic richness.
79
Type of Vacations with the Greatest Potential
70%
60%
55%
50%
39%
40%
30%
30%
23%
16%
20%
10%
14%
11%
11%
9%
5%
5%
2%
2%
0%
0%
0%
0%
To
He
En
Re
Sp
W
Va
Et
To
To
Go
Su
Sh
Su
Cu
To
in t
hn
ur/
urs
ur
ur/
ter
ec
ca
mm
op
n&
alt
cre
ltu
lf
er
ic
t io
ia l
h
sin
ral
p
in
se
t
b
+
a
a
e
i
e
t
n
l
mo
sp
inm
tio
ns
rip
e is
on
ve
rs
ev
ac
g le
g
o
n
+
ral
e
t
p
e
h
u
r
i
e
VF
ve
in
ts
ort
nt
re
co
cit
nt,
co
s
co
R
un
s
y
n ig
un
un
try
trie
htl
try
ife
s
sid
e
Source: Expert survey on Argentinean travel trade. March/April 2000 (Multiple response)
80
4.
Travel characteristics of trips to Europe
4.1 Travel season
In general, trips are concentrated during the period from April to September.
However, the market tendency is for the diversification of the season of travel
as a function of promotions of high and low seasons and advantageous payment facilities.
Another important factor to consider is the tendency, in leisure trips, to travel to
Europe during the Argentinean winter and during summer go to the beach resorts on the Argentinean coast or to the south of the country. However, since
the devaluation of the Brazilian currency, Brazil has become one of the most
important holiday destinations for the Argentineans.
Travel season
Travel season
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
January to March
11
25%
3
30%
6
20%
2
50%
April to June
33
75%
7
70%
24
80%
2
50%
July to September
34
77%
7
70%
24
80%
3
75%
October to December
5
11%
5
50%
-
-
-
-
All year long
2
5%
1
10%
1
3%
-
-
Source: Expert survey of the Argentinean travel trade. March/April 2000
* multiple response
81
4.2 Length of trips
The average duration of trips to Europe is 20.2 days, with a 7-day minimum and
30-day maximum. This is related to the air tariffs offered, which allow a minimum stay of 7 days and a maximum of 30. In any other cases the ticket price
doubles. For business trips, it also looks for a stay of one week in which the
businessman tries to carry out many appointments during one trip instead of
making several trips. An example mentioned is that, if one business traveler
makes two 4-day trips, he tries to compress the two trips into one of 8 days' duration.
There is a general tendency, already pointed out, to prefer promotional tariffs
(i.e. between 7 and 30 days), with the length of stay being related to the tariffs
on offer. Therefore almost all of the programmed excursions from Argentina are
of 20 days' duration.
An average duration of 20 days is enough time to enjoy the destination, visit cities and take a free day to rest; on the other hand, it leads to the traveler being
absent from his obligations for too long. According to the operators, travelers
are increasingly worried about leaving their work position, even for vacations, as
they do not know whether they may find their jobs when they return.
According to the airlines interviewed, the average duration of the trip has decreased as a function of the fact that the tourists prefer to bet to know only one
country, or not more than three, in a deeper way. Therefore they can fulfill their
objectives perfectly in two weeks. People are no longer paying to travel for over
a month to fulfill “the dream of travel to Europe”, since the accessibility that trips
present today will allow them many opportunities to go back during their lifetime.
82
Average length of trips to Europe
Length of trip
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Up to 7 days
1
2%
-
-
-
-
1
25%
From 8 to 14 days
2
5%
-
-
2
7%
-
-
From 15 to 21 days
30
68%
7
70%
20
67%
3
75%
Over 21 days
11
25%
3
30%
8
27%
-
-
Average
20.2
21.5
20.5
14.3
Source: Expert survey on Argentinean travel trade. March/April 2000
* Deviation from 100% due to rounding
83
4.3 Travel party
Argentineans predominantly travel to Europe as a "couple". The couples in the
age range from 31 to 49 years old are usually in a phase of economic development, and probably established couples.
Differently from the USA (Disneyland), apparently families do not generally
travel to Europe - at least in the last three years - and, according to those interviewed, will not be a group which offers growth possibilities in the next few
years. The different attractions which are more strongly associated with the continent are not very interesting for families, especially those with children of
school age. On the other hand, families with grown children do not travel together either, because the children prefer to travel with their own friends, which
is part of their growing up process.
The participation in group trips (formal or informal) is not considered to be very
high (not even by tour operators).
Travel party
Composition of travel
party
Couple
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
32
73%
8
80%
22
73%
2
50%
Individual
7
16%
1
10%
4
13%
2
50%
Family
3
7%
-
-
3
10%
-
-
Formal group
2
5%
-
-
1
3%
1
25%
Informal group (package)
1
2%
1
10%
-
-
-
-
Source: Expert survey on the Argentinean travel trade. March/April 2000
* multiple response
84
4.4 Types of accommodation
The most frequently used type of lodging is Intermediary Class hotels (3*), indicated by the great majority of interviewees as the first lodging option, price being an important factor in the decision to choose this category. The Economy
category ranked second. Deluxe class is less requested.
Types of accommodation
Type of accommodation
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Deluxe Class (5* to 4*)
4
10%
-
-
4
13%
Intermediary Class (3*)
29
73%
10
100%
19
63%
Economy Class
7
17%
-
-
7
23%
Special types of Hotels (charm/castles)
-
-
-
-
-
-
Time Sharing
-
-
-
-
-
-
Hostel or Family house
-
-
-
-
-
-
Vacation Club
-
-
-
-
-
-
Bed & Breakfast
-
-
-
-
-
-
Relatives’ and friends’ house
-
-
-
-
-
-
-
-
-
-
Boat, Ship, Yacht
Tent, Trailer, Camping
-
-
-
-
-
-
Others
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
85
4.5 Preferred means of transportation within Europe
The means of transportation most used by Argentinean tourists in Europe is the
train, followed by plane and rented car.
The following explanations were given: The Argentineans like to move inside
Europe by train, which is a safe, picturesque and economic means of transport
which allows the visitor to rest, and which is efficient regarding the destination to
which it is headed, as well as time and comfort on board.
If the trip is being made by a couple or a small group visiting a destination that
obliges them to travel long distances, then it is preferable to rent a car. This
type of transportation is the favorite amongst those wishing to travel to countries
to visit places that are not on the traditional circuits, and it is a form of tranpsport
which helps them to feel that they are really getting to know the country and the
people. Besides, this type of transportation allows the most independence; the
difficulty is in some cities like Rome, where it is not easy to circulate by car,
which in this case must remain in a car park. The problem of traffic congestion
and parking in the city is not exclusive to Rome, but also to other European cities.
In the case of organized or formal groups, the best means of transportation is
the bus.
86
Preferred means of transportation
Means of transportation
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Train
20
51%
6
60%
14
48%
Aeroplane
10
26%
-
-
10
34%
Rented car
6
15%
2
20%
4
14%
Bus
3
8%
2
20%
1
3%
Leasing
-
-
-
-
-
-
Ferry boat
-
-
-
-
-
-
Ship
-
-
-
-
-
-
Bicycle/motorbike
-
-
-
-
-
-
No opinion
1
-
1
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given
* Deviation from 100% due to rounding
87
4.6 Booking method for trips to Europe
With reference to the booking method most used by clients, it was reported that
for travel agencies, bookings via telephone / fax or visits to the companies were
the most mentioned as the main type and, no doubt, the most used. In relation
to the tour operators, the method most frequently used to book a trip is through
travel agencies and/or other tour operators, showing the importance of those intermediaries to the commercialization of their products.
As far as the airline companies are concerned, the booking method most used,
indicated by all the companies, is travel agencies and tour operators, because
these are present in the whole country and can concentrate their requests, making the contact with the client more personal.
Despite the spread the Internet has on a world level, in Argentina it is still not
very much used for this type of operation. The traditional methods are those
which still prevail as booking methods.
The most used booking methods
Booking method
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Telephone / Fax
15
34%
2
20%
13
43%
-
-
Via (other) agencies /
operators
13
30%
5
50%
4
13%
4
100%
Visit to agency / operator / airline
17
39%
3
30%
12
40%
2
50%
Internet
2
5%
-
-
1
3%
1
25%
Others
-
-
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
88
4.7 Time of booking
The Argentinean tour operators and travel agents interviewed indicated that
bookings for trips to Europe are usually made within a period of 2 months prior
to the trip.
Time of booking prior to trip
Booking time before trip
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Up to 2 weeks
12
30%
2
20%
10
33%
From 3 to 4 weeks
19
48%
5
50%
14
47%
2 months
8
20%
3
30%
5
17%
3 months
1
2%
-
-
1
3%
From 4 to 6 months
-
-
-
-
-
-
7 months and over
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Every second Argentinean tour operator and travel agent interviewed declared
that bookings are normally made within a time frame of 3 to 4 weeks prior to
travel. Every third respondent mentioned shorter periods for booking - two
weeks prior to the trip. Often these are business trips that can not be booked
too far in advance of the trip, which is why the booking for this type is so close
to the departure date.
The trips that are booked longer in advance - 2 months prior to the departure
date - are usually programmed trips, planned vacations and tourists who wish to
be certain of the availability of the services desired on the date they wish to
travel. (The agencies interviewed even declared that they do not make reservations over 4 months in advance.)
89
5.
Price aspects of trips to Europe
5.1 Price ranges which have good market prospects
In relation to the adequate price levels for tour packages to Europe – including
air fares – to travel agents and tour operators which would have the greatest
sales possibility, the range most mentioned was between US$ 1,101 and US$
2,000 per person. According to the persons interviewed, the price of the tour
package depends not only on the services offered, but also on the destinations
visited, the period of stay and other terms e.g. including some meals or not.
In general, packages to Europe should not exceed US$ 2,000.
Price levels for packages to Europe
Price level
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Under US$ 500 per person
-
-
-
-
-
-
US$ 501 to 800 per person
1
3%
-
-
1
3%
US$ 801 to 1,100 per person
4
10%
3
30%
1
3%
US$ 1,101 to 1,500 per person
5
13%
3
30%
2
7%
US$ 1,501 to 2,000 per person
20
50%
3
30%
17
57%
US$ 2,001 to 2,500 per person
9
23%
1
10%
8
27%
US$ 2,501 to 3,000 per person
7
18%
1
10%
6
20%
US$ 3,001 to 4,000 per person
2
5%
1
10%
1
3%
US$ 4,001 or more per person
1
3%
-
-
1
3%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
90
The type of tickets that will be most issued to passengers going to Europe in the
next years will be the reduced or promotional tariffs with 75% of the total, followed by the Economy Class (16%), Business Class (6%) and First Class (3%).
This is justified by the tendency towards reductions on the tourist or Economy
Class tariffs, due to the increase in the market’s competition.
Flight tickets predominantly booked in future
Type of flight ticket booked
Airlines
n=4
First class
3%
Executive class
6%
Economic class
16%
Reduced or promotional prices
75%
Source: Expert survey on Argentinean travel trade. March/April 2000
91
5.2 Current Price levels for packages and flights to Europe
Regarding the actual prices (including air tickets) charged by the Argentinean
tour operators and travel agencies for packages to Europe, the following average package prices were mentioned :
- by the Argentinean tour operators surveyed
US$ 1,750 for 21 nights
- by the Argentinean travel agents surveyed
US$ 1,943 for 17 nights
Current prices for packages to Europe (including flight tickets)
Tour operators
Travel agencies
Lowest price mentioned
US$ 1,200
15 nights
US$ 800
10 nights
Highest price mentioned
US$ 2,500
30 nights
US$ 3,500
30 nights
Average price mentioned
US$ 1,750
21 nights
US$ 1,943
17 nights
Source: Expert survey on Argentinean travel trade. March/April 2000
According to the interviewed airlines, they charge the following prices for the different types of air tickets:
Current prices of flight tickets to Europe
First class
Executive
class
Economy
class
Reduced
tickets
Lowest price mentioned
US$ 3,100
US$ 1,440
US$ 1,050
US$ 850
Highest price mentioned
US$ 6,200
US$ 4,000
US$ 2,600
US$ 1,100
Average price mentioned
US$ 4,625
US$ 3,010
US$ 1,787
US$ 937
Source: Expert survey on Argentinean travel trade. March/April 2000
The payment facilitation practice (in interest-free installments) is also common
in Argentina, and also extends to include trips abroad. However, it is not common that this item is specified in the advertisements (in 99% of these there were
no references to the possibility of paying in installments).
92
6.
Satisfaction with trips to Europe
6.1 General level of satisfaction with trips to Europe
Two out of every three tour operators and travel agents interviewed stated that
their clients are "satisfied" with their trips to Europe. Only every third said that
tourists are "very satisfied".
The indication of a slightly lower level of satisfaction is explained by the fact that
often the tourist is not satisfied with some particular aspect of the trip. Sometimes a service is sold with specific characteristics which are often lacking at the
destination. This is often the case with hotels, or when airline companies have a
delay. These little things are damaging to the level of tourist satisfaction.
Level of satisfaction of tourists with their trips
Level of satisfaction
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Very satisfied
13
32%
4
40%
9
30%
Satisfied
27
68%
6
60%
21
70%
Little satisfied
-
-
-
-
-
-
Unsatisfied
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
93
6.2 Aspects that travelers found of the most / least satisfaction
during their trips to Europe
According to the Argentinean travel trade surveyed, Argentinean tourists most
liked the following aspects of their trips to Europe:
Likes
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Culture, customs, history
38
86%
8
80%
29
97%
1
25%
Monuments & museums
16
36%
4
40%
11
37%
1
25%
Receptive services in
general
9
20%
3
30%
6
20%
-
-
Organization, Cleanliness,
Good facilities, Security,
8
18%
3
30%
3
10%
2
50%
Architecture of cities
5
11%
2
20%
3
10%
-
-
Landscape &
environment
4
9%
-
-
2
7%
2
50%
Efficiency of urban
transportation
3
7%
-
-
3
10%
-
-
European lifestyle
2
5%
2
20%
-
-
-
-
Distance between cities
1
2%
-
-
-
-
1
25%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
What Argentinean tourists like the most when traveling to Europe are the aspects related to culture and history, which are considered by the interviewees to
be the strong product of Europe. Special emphasis is given to visits to monuments and museums (sightseeing).
94
After this, the next strongest point mentioned is the receptive infrastructure related to the organization and cleanliness of the cities, safety and efficient services.
Other characteristics that were pointed out as being satisfactory are:
‰ The landscape
‰ The cities’ architecture, their architectural style, the monuments
‰ The organization of the cities, efficient urban transportation, cleanliness
‰ The European lifestyle
‰ The proximity of the destinations, which does not require the tourist to travel
great distances to get to know the main sites of interest.
95
Aspects which Argentinean tourists found less satisfying during their trips to
Europe refer to:
Dislikes
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
High prices
9
20%
-
-
7
23%
2
50%
Difficulties with the
language
8
18%
-
-
8
27%
-
-
Tours with many cities in a
few days
4
9%
1
10%
3
10%
-
-
Xenophobia
3
7%
-
-
2
7%
1
25%
Wars
1
2%
-
-
-
-
1
25%
Services
1
2%
-
-
1
3%
-
-
Local inhabitants do not
collaborate with tourists
1
2%
-
-
1
3%
-
-
Flight delays
1
2%
-
-
1
3%
-
-
Hotels far from downtown
1
2%
1
10%
-
-
-
-
Very structured trips which
do not allow contact with
local people
1
2%
1
10%
-
-
-
-
Gastronomy service of
some tours with half board
1
2%
1
10%
-
-
-
-
Guides who are not familiar
with historical details
-
-
1
2%
1
10%
Guides who do not give
correct information (e.g.
about shopping or gastronomy)
1
1
1
10%
No opinion
3
7%
3
30%
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
96
In what concerns the least satisfactory aspects to the tourists that visit Europe,
two aspects are outstanding:
‰ the high price of services
‰ the language difficulties.
Concerning the aspects that Argentinean tourists like the least on their trips to
Europe, outstanding is the high price of services (hotels, museums, meals) reported by the great majority of those interviewed, emphasizing that tourists
complain about the relationship between price and quality of lodgings, amongst
other services. In general, the clients know the Caribbean, where lodging quality
is very high and the prices are more accessible. The second (and more frequently referred to) characteristic is the relationship between quality and price of
the tourist services i.e. the Argentinean visitor to Europe is not satisfied with the
prices charged on the services / products offered.
Besides these, the following negative aspects are also mentioned:
‰ The lack of collaboration between the residents and the tourists, who de-
scribe them as little hospitable, especially the French
‰ Air transportation: flight delays are one of the things that bother Argentine-
ans
‰ Packages with too many activities: doing too many things during the tours
‰ Fulfilment of the conditions and services offered in the package: it bothers
them to change hotels, and if the agency does not fulfill what was sold
‰ The discrimination of some Europeans (e.g. it bothers them that the Spanish
refer to them as “sudacas”).
97
6.3 Level of requirements of Argentinean tourists traveling to
Europe
The Argentinean travel trade were asked about the level of requirements (demans) of Argentinean tourists traveling to Europe in relation to the following services: transport companies, lodging, food and entertainment. According to the
opinion of the travel trade surveyed, the requirements of Argentinean tourists
can be described as medium on a three-point-scale. It is about optimizing the
cost-benefit relationship, and travelling, resting and eating well, without paying
an excessive price for these benefits.
Level of requirements of Argentinean tourists traveling to Europe
Services
All
interviewees
n=44
MV
Tour
Operators
n=10
MV
Travel
Agencies
n=30
MV
Airlines
n=4
MV
Transport
2.6
2.4
2.7
2.5
Lodging
2.2
2.0
2.3
2.3
Food
2.2
2.1
2.2
2.0
Entertainment
1.9
2.0
1.8
2.0
Source: Expert survey on Argentinean travel trade. March/April 2000
MV=mean value: 3=High, 2=Medium, 3=Low
The travel trade's assessment of Argentinean tourists is based on following justifications:
Transport companies: The service with the highest demand level is transportation. The high level is associated with: security, fulfilling the proposed timetable,
good on-board services. This is why people decide to travel with recognized
companies, preferably European ones. For those who demand a more medium
service level, the ticket price is the first consideration, and the great variety of
tariffs existent nowadays allow them to travel comfortably for a lower price.
98
Lodging: Concerning lodging, they demand good quality at an accessible price,
especially as they compare the European lodgings industry with the Caribbean,
which presents superior quality and lower price. The lodging should be downtown, close to the attractions, clean and comfortable.
Food: With reference to meals, their level of demand is medium since the main
purpose of their trip is not gastronomy. They therefore select fast and cheap
meals, but do try typical foods. According to the analysis regarding the meal
theme, Argentinian tourists select good breakfasts and half-board packages.
Entertainment: Their requirements regarding entertainment is medium, since
the trip itself is essentially entertainment. On the other hand, there is not much
time to spend it. People are more interested in traveling through cities and museums.
99
7.
Image and attractiveness of European countries
7.1 Image of European countries
With regard to the overall image they have with the Argentinean travel trade, the
European countries can be classified as follows:
Overall image of European countries (all interviewees)
Country
Overall image:
Positive
Negative
Cannot say
France
44
100%
-
-
-
-
Italy
44
100%
-
-
-
-
United Kingdom
44
100%
-
-
-
-
Spain
43
98%
-
-
1
2%
Germany
40
91%
1
2%
3
7%
Greece
39
89%
2
5%
3
7%
The Netherlands
38
86%
-
-
6
14%
Switzerland
37
84%
1
2%
6
14%
Belgium
37
84%
2
5%
5
11%
Austria
35
80%
5
11%
4
9%
Portugal
32
73%
1
2%
11
25%
Monaco
31
70%
1
2%
12
27%
Sweden
31
70%
1
2%
12
27%
Denmark
30
68%
1
2%
13
30%
Czech Republic
30
68%
4
9%
10
23%
Turkey
30
68%
6
14%
8
18%
Norway
28
64%
-
-
16
36%
Ireland
25
57%
1
2%
18
41%
Hungary
23
52%
3
7%
18
41%
100
Finland
20
45%
2
5%
22
50%
Luxembourg
19
43%
1
2%
24
55%
Poland
11
25%
9
20%
24
55%
Malta
7
16%
2
5%
35
80%
Bulgaria
7
16%
7
16%
30
68%
Croatia
4
9%
8
18%
32
73%
Iceland
3
7%
4
9%
37
84%
Cyprus
1
2%
3
7%
40
91%
Slovenia
1
2%
4
9%
39
89%
Estonia
-
-
3
7%
41
93%
Source: Expert survey on Argentinean travel trade. March/April 2000
* Deviation from 100% due to rounding
For assessments segmented by tour operators, travel agencies, airlines see Appendix
France, Italy and the United Kingdom are the most outstanding countries which
are not only known by 100%, but also have a 100% positive image. This is followed by Spain with also an almost 100% positive image (98%).
Predominantly positive images also exist for Germany, Greece, The Netherlands, Switzerland, Belgium and Austria (despite some negative estimates
given for Austria).
In general, European countries do have positive images with the Argentinean
trade. The negative evaluation of the overall image of the countries did not in
any case exceed 20%. The countries who have stronger negative image components are: Poland, Croatia and Bulgaria - and to a certain degree also Turkey
and Austria.
As regards image, a number of countries are less concerned with overcoming a
negative image with the Argentinean travel trade as with handling the fact that
the Argentineans have little idea of what to expect in many countries. These
countries include: Estonia, Cyprus, Slovenia, Iceland, Malta, Croatia, Bulgaria,
but also Poland, Luxembourg and Finland.
101
Indications given with regard to different countries' images:
Mediterranean countries: The Argentinean tour operators mention that Argentineans particularly like the Mediterranean; there is a certain cultural affinity
which does not exist with the Nordic and Central European countries. The Mediterranean is warm, speaks the same language and eats like at home. Some of
those countries have special implications for Argentina, and it should be remembered that it was populated early on and received strong immigration flows,
especially from Italy and Spain. The migratory flows from and to these countries
by Argentineans continued throughout the last century, and this has generated
a great number of trips to relatives living in these countries. The bonds with
these countries have not been lost, and Spain as well as Italy are an important
part of Argentina's society. They therefore represent not just 'one more destination to visit', but rather going back to the roots or a reunion with the family that
stayed in Europe.
Greece: In particular the islands, presents a positive image that seems to leave
no doubt that it is a 'classic'. According to those interviewed, it is one of the
European tourist destinations that pleases most of the travelers, whether visiting
or not.
France: “Everybody likes Paris” and “France is Paris” - this affirmation seems a
little extreme, but represents what was obtained from the interviews.
United Kingdom: Even though, in some sectors of society, a certain animosity to
this country can be observed as a by-product of the historical antecedents that
linked both countries, it seems that tourism has not been affected or - if it has it has changed. Nowadays tour operators have a good image of this destination.
Croatia: Specially, has a negative image that arose from the conflicts during the
last decade.
102
7.2 Tourist attractiveness of European destinations
The tourist attractiveness of the different European destination was assessed by
the Argentinean travel trade surveyed as follows:
Tourist attractiveness of European countries
Country
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Attrac- Know- Attrac- Know- Attrac- Know- Attrac- Knowtive- ledge
tive- ledge
tive- ledge
tive- ledge
ness
ness
ness
ness
France
3.0
100%
3.0
100%
3.0
100%
3.0
100%
Italy
3.0
100%
3.0
100%
2.9
100%
3.0
100%
Spain
3.0
98%
3.0
100%
3.0
97%
3.0
100%
United Kingdom
2.9
100%
2.7
100%
2.9
100%
3.0
100%
Greece
2.8
93%
3.0
100%
2.7
93%
3.0
75%
Germany
2.7
91%
2.4
90%
2.7
90%
3.0
100%
The Netherlands
2.6
86%
2.7
90%
2.6
90%
3.0
50%
Turkey
2.6
82%
2.7
90%
2.6
83%
2.0
50%
Austria
2.5
91%
2.5
100%
2.4
90%
2.7
75%
Switzerland
2.4
86%
2.4
90%
2.4
87%
2.7
75%
Czech Republic
2.4
77%
2.5
80%
2.4
80%
2.0
50%
Belgium
2.3
89%
2.5
100%
2.2
87%
2.7
75%
Monaco
2.3
75%
2.7
70%
2.2
80%
2.0
50%
Sweden
2.3
73%
2.4
70%
2.3
73%
2.3
75%
Norway
2.2
68%
2.2
60%
2.3
73%
1.5
50%
Hungary
2.1
61%
2.4
70%
2.1
60%
1.5
50%
Portugal
2.0
77%
2.3
90%
1.8
77%
2.5
50%
Denmark
2.0
64%
2.5
60%
1.8
67%
2.5
50%
103
Ireland
2.0
59%
2.0
50%
2.1
67%
1.0
25%
Luxembourg
2.0
48%
2.0
50%
1.9
50%
2.0
25%
Malta
1.9
30%
2.6
50%
1.6
23%
1.0
25%
Finland
1.8
48%
2.3
40%
1.8
53%
1.0
25%
Poland
1.7
48%
1.6
50%
1.8
50%
1.0
25%
Bulgaria
1.5
32%
2.0
40%
1.3
30%
1.0
25%
Croatia
1.5
25%
1.3
30%
1.7
23%
1.0
25%
Slovenia
1.5
14%
1.0
10%
1.8
13%
1.0
25%
Iceland
1.3
20%
1.0
20%
1.5
20%
1.0
25%
Cyprus
1.3
9%
2.0
10%
1.0
7%
1.0
25%
Estonia
1.0
7%
1.0
10%
1.0
3%
1.0
25%
Source: Expert survey of the Argentinean travel trade. March/April 2000
* For the calculation of the attractiveness (mean value), it was determined that a high level of
attractiveness was equivalent to 3 points, medium attractiveness to 2 points, low to 1 point.
Knowledge: % of interviewees who were able to assess the country's attractiveness
Among the countries classified as having the highest level of attractiveness,
France, Italy, Spain and the United Kingdom stand out. These are the same
countries which were identified as owners of the highest positive image.
Next to these countries come Greece, Germany, The Netherlands and Turkey
which are to be considered as countries with a medium-high level of attractiveness.
Among the countries classified as destinations of medium level of attractiveness
are found Austria, Switzerland, Czech Republic, Belgium, Monaco, Sweden,
Norway, Hungary, Portugal, Denmark, Ireland and Luxembourg.
The lowest level of attractiveness was attributed to Estonia, Cyprus, Iceland,
Slovenia, Croatia, Bulgaria, Poland, Finland and Malta – with the majority of interviewees having no knowledge about these countries.
104
The destinations evaluated as having high attractiveness have a variety of attractions such as monuments, museums, natural resources, climate, etc.; have
their image well-advertised through their Tourism Representation Offices and /
or by articles published in travel-specialist magazines; and because they convey a feeling of safety to the visitor.
105
7.3 Main tour attractions in Europe
The following were defined as the main tour attractions of Europe by the Argentinean travel trade surveyed:
Main tour attractions in Europe
Main tour attractions
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Paris
22
50%
8
80%
13
43%
1
25%
Madrid
14
32%
4
40%
9
30%
1
25%
London
14
32%
3
30%
9
30%
2
50%
Italy and its attractions
12
27%
4
40%
7
23%
1
25%
Rome
11
25%
4
40%
5
17%
2
50%
Spain and its attractions
10
23%
3
30%
6
20%
1
25%
Florence
8
18%
1
10%
6
20%
1
25%
Prague
8
18%
3
30%
4
13%
1
25%
France and its attractions
6
14%
2
20%
4
13%
-
-
Barcelona
5
11%
2
20%
3
10%
-
-
The main capitals
5
11%
-
-
5
17%
-
-
Bruges
4
9%
2
20%
2
7%
-
-
Venice
4
9%
-
-
3
10%
1
25%
Greece / Greek islands
4
9%
2
20%
2
7%
-
-
Coast of Mediterranean
4
9%
-
-
4
13%
-
-
Vienna
3
7%
3
30%
-
-
-
-
Amsterdam
3
7%
-
-
3
10%
-
-
United Kingdom
3
7%
-
-
3
10%
-
-
Germany and its attractions
2
5%
1
10%
1
3%
-
-
Budapest
2
5%
1
10%
-
-
1
25%
Costa del Sol
2
5%
-
-
2
7%
-
-
Eastern countries
2
5%
-
-
2
7%
-
-
Czech Republic
1
2%
1
5%
-
-
-
-
Athens
1
2%
1
10%
-
-
-
-
Scandinavian countries
1
2%
-
-
1
3%
-
-
106
Zurich
1
2%
-
-
-
-
1
25%
Western Europe
1
2%
-
-
-
-
1
25%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The most important tourist highlights of Europe are the cities themselves; it is
worth mentioning that those interviewed did not limit themselves to the Louvre
in Paris, El Prado in Madrid, but mentioned the city as a whole, together with its
attractions. Again, the best-seller cities and countries appear as those which
have the best image or greatest potential.
Paris is in first place, even though nothing is specified besides its major tourist
attraction, Disney, as it is shown in the Embassies' brochures; the Eiffel Tower,
as some pictures in the advertisements show; and the Louvre Museum.
In second place are London and Madrid. Again, nobody specified the aspect
that makes it attractive or stands out the most.
Then there are Spain and Italy, with their respective attractions, although with
regard to Italy, many Italian cities were named. For Argentineans, Italy and its
cities is one of the tourist highlights of Europe.
Greece, like the Scandinavian countries, was mentioned as a whole rather than
any outstanding attractions.
107
7.4 European destinations with the best market prospects
The best market prospects were noted by the Argentinean travel trade surveyed
for the following European destinations:
Countries with the highest market potential
Countries
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Spain
33
75%
9
90%
20
67%
4
100%
France
27
61%
9
90%
16
53%
2
50%
Italy
26
59%
9
90%
13
43%
4
100%
United Kingdom
19
43%
4
40%
13
43%
2
50%
Czech Republic
18
41%
3
30%
15
50%
-
-
Greece
14
32%
4
40%
9
30%
1
25%
Germany
13
30%
3
30%
8
27%
2
50%
Austria
8
18%
3
30%
4
13%
1
25%
Turkey
5
11%
2
20%
3
10%
-
-
Belgium
5
11%
1
10%
4
13%
-
-
Norway
5
11%
1
10%
4
13%
-
-
Hungary
5
11%
-
-
5
17%
-
-
Denmark
5
11%
-
-
5
17%
-
-
Switzerland
4
9%
1
10%
2
7%
1
25%
Portugal
4
9%
1
10%
2
7%
1
25%
Finland
4
9%
2
20%
1
3%
1
25%
The Netherlands
4
9%
1
10%
3
10%
-
-
Sweden
4
9%
1
10%
3
10%
-
-
Poland
3
7%
-
-
3
10%
-
-
Ireland
3
7%
-
-
3
10%
-
-
Bulgaria
1
2%
-
-
1
3%
-
-
Iceland
1
2%
-
-
1
3%
-
-
Croatia
1
2%
1
10%
-
-
-
-
Malta
1
2%
1
10%
-
-
-
-
108
Monaco
1
2%
1
10%
-
-
-
-
Cyprus
-
-
-
-
-
-
-
-
Estonia
-
-
-
-
-
-
-
-
Luxembourg
-
-
-
-
-
-
-
-
Slovenia
-
-
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The countries that stand out as having the greatest potential for the future are:
Spain, France and Italy - the same three which were top of most of the lists (image, attractions, importance). These are also the countries that have their own
tourist offices in Argentina, and which the operators knew best.
Concerning the countries with greatest potential that follow these three, the
United Kingdom, Czech Republic, Greece and Germany are the countries which
are currently of a certain importance. Only the Czech Republic shows a potential clearly higher then the current market position.
It is interesting to notice that the trade vision is for greater focus on some itineraries located in already consecrated destinations, like Spain and France, presenting, however, an apparent interest in developing products in new destinations such as the Czech Republic and Finland.
109
Country with the Highest Market Potential
100%
90%
80%
70%
75%
61% 59%
60%
50%
43% 41%
40%
32% 30%
30%
18%
20%
11% 11% 11% 11% 11% 9%
10%
9%
9%
9%
9%
7%
7%
2%
2%
2%
2%
2%
0%
0%
0%
0%
0%
Sp
I
F
ain ranc taly
e
L
F
Cz
T
N
Gr
Ic
T
B
S
D
C
Ma
Mo
P
S
Un
Hu
B
Ir
P
Ge
S
A
E
C
e
e
ite
ng enm witz ortu inlan he N wed olan elan ulga elan roat
rm ustr urke elgiu orw
lta
na ypru ston uxem love
ay
ia
d K ch R ece
a ry
ia
en
co
ni
d
an
y
ri a
d
ia
d
ark erla gal
s
eth
d
m
bo
y
ep
ing
nd
urg a
erl
ub
do
an
lic
m
ds
Source: Expert survey on Argentinean travel trade. March/April 2000 (Multiple response)
110
7.5 Most sold destinations in Europe
According to the Argentinean travel trade surveyed, the most important European countries (described by the relative share they have on a company's business to Europe) are :
Most sold destinations in Europe
Countries
All
Tour
interviewees Operators
n=44
n=10
Average
Average
relative value
relative value
Travel
Agencies
n=30
Average
relative value
Airlines
n=4
Average
relative value
Spain
63%
79%
55%
56%
Italy
40%
46%
45%
30%
France
34%
56%
40%
5%
United Kingdom
22%
22%
28%
15%
Greece
13%
27%
12%
-
Germany
13%
10%
17%
11%
Switzerland
11%
12%
6%
14%
Austria
10%
24%
6%
-
Turkey
8%
14%
4%
5%
Czech Republic
8%
14%
9%
-
Belgium
5%
11%
4%
-
Portugal
5%
7%
3%
5%
The Netherlands
4%
6%
5%
-
Finland
3%
2%
4%
3%
Denmark
3%
2%
4%
1%
Sweden
2%
3%
2%
3%
Norway
2%
2%
4%
-
Hungary
2%
3%
2%
-
Croatia
1%
-
2%
-
Poland
1%
1%
1%
-
Iceland
0%
-
1%
-
Ireland
0%
-
1%
-
111
Luxembourg
0%
1%
-
-
Monaco
0%
1%
-
-
Bulgaria
-
-
-
-
Cyprus
-
-
-
-
Estonia
-
-
-
-
Malta
-
-
-
-
Slovenia
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The current “best seller” European country in Argentina is Spain, comprising
about 63% of the total number of trips commercialized. Noticeable, however, is
a certain hegemony of the destination Spain, due to the language identity, to its
deep historical connections, and for the country's excellent tourism communication channels, since it is the gateway to Europe in relation to Argentina, and for
the lower air tariffs.
Spain is followed in importance by Italy (40%), France (34%) and the United
Kingdom (22%), and then by Greece (13%), Germany (13%), Switzerland
(11%), Austria (10%), Turkey and the Czech Republic (8% each).
All other European countries do not have a relative share which exceeds 5%.
There are some countries that are of little importance to the operators, coincidentally these are the countries which have an image which is more negative or
unknown, and of which it is very little known about their attractions: Bulgaria,
Cyprus, Estonia, Malta and Slovenia.
112
Best-Seller Countries
80%
70%
63%
60%
50%
40%
40%
32%
30%
22%
20%
13% 13%
10%
11% 10%
8%
8%
5%
5%
4%
3%
3%
2%
2%
2%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
Sp
I
ain taly
Gr
M
C
T
T
F
P
D
N
S
C
Ic
L
M
B
Un
Fr
E
S
Ge
S
A
B
H
P
Ir
C
an
ee
rm witz ustr urke zech elgiu ortu he N inlan enm wed orw ung roat olan elan elan uxem ona ulga ypru ston alta love
ce ited
c
ay
ia
ga
e rl
a ry
ia
nia
an
d
y
ri a
ia
d
ark en
d
s
eth
d
bo co
Re m
Kin e
l
an
y
e
u
pu
gd
d
rl a
rg
bli
om
nd
c
s
Source: Expert survey on Argentinean travel trade. March/April 2000 (Multiple response)
Paris and Madrid are Europe's “best-seller” cities on the Argentinean market being mentioned by 86% (Paris) and 82% (Madrid) of those interviewed, followed by Rome (61%) and London (59%). It is necessary to emphasize that the
“best-seller” cities can be divided into two groups: the ones that are federal
capitals like Madrid and Paris, or those already consecrated for their attractions,
like Barcelona and Florence. These are basically concentrated in Spain, France
and Italy.
113
Most sold European cities
Cities
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Paris
38
86%
8
80%
29
97%
1
25%
Madrid
36
82%
7
70%
25
83%
4
100%
Rome
27
61%
5
50%
21
70%
1
25%
London
26
59%
5
50%
19
63%
2
50%
Amsterdam
7
16%
1
10%
6
20%
-
-
Barcelona
7
16%
1
10%
5
17%
1
25%
Florence
5
11%
1
10%
4
13%
-
-
Venice
4
9%
1
10%
3
10%
-
-
Frankfurt
3
7%
-
-
2
7%
1
25%
Milan
3
7%
-
-
3
10%
-
-
Prague
3
7%
-
-
3
10%
-
-
Berlin
1
2%
-
-
1
3%
-
-
Brussels
1
2%
-
-
1
3%
-
-
Zagreb
1
2%
-
-
1
3%
-
-
Zurich
1
2%
-
-
1
3%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
Most sold cities
100%
86%
90%
82%
80%
70%
61%
59%
60%
50%
40%
30%
16%
20%
10%
16%
11%
9%
7%
7%
7%
2%
2%
2%
2%
0%
Pa
ris
Ba
F
Am
L
Ve
F
Ro
Ma
Mi
lan
rce lore
nic rank
me ond
dri
on ster
n
e
d
f
l
o
c
u
da
e
n
r
t
a
m
Pr
Be
Za
Br
Zu
ag
us
se greb rich
ue rlin
ls
Source: Expert survey on Argentinean travel trade. March/April 2000 (Multiple response)
114
Trips are offered to almost all of the ETC member countries by the Argentinean
tour operators and travel agencies surveyed, except Bulgaria, Cyprus, Estonia,
Iceland and Slovenia.
The most frequently offered countries are Spain in first place, followed by Italy,
France and the United Kingdom. These countries are the classical destinations
offered by at least three out of every four interviewed tour operators or travel
agents. The impression is that this tendency will keep functioning, since the
companies do not show interest in imposing new products on the market.
115
Countries with offered itineraries
Countries
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Spain
35
88%
10
100%
25
83%
Italy
32
80%
9
90%
23
77%
France
30
75%
9
90%
21
70%
United Kingdom
30
75%
7
70%
23
77%
Czech Republic
25
63%
8
80%
17
57%
Greece
21
53%
7
70%
14
47%
Austria
20
50%
8
80%
12
40%
Germany
20
50%
4
40%
16
53%
Turkey
16
40%
6
60%
10
33%
Switzerland
16
40%
6
60%
10
33%
The Netherlands
11
28%
4
40%
7
23%
Belgium
11
28%
2
20%
9
30%
Hungary
11
28%
4
40%
7
23%
Sweden
9
23%
3
30%
6
20%
Finland
7
18%
3
30%
4
13%
Portugal
7
18%
4
40%
3
10%
Norway
7
18%
2
20%
5
17%
Denmark
6
15%
1
10%
5
17%
Poland
3
8%
1
10%
2
7%
Luxembourg
3
8%
2
20%
1
3%
Monaco
2
5%
1
10%
1
3%
Croatia
2
5%
-
-
2
7%
Ireland
1
2%
-
-
1
3%
Malta
1
2%
-
-
1
3%
Bulgaria
-
-
-
-
-
-
Cyprus
-
-
-
-
-
-
Estonia
-
-
-
-
-
-
Iceland
-
-
-
-
-
-
Slovenia
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000 / multiple response
116
All the airline companies interviewed offer direct flights to Spain and Italy that
coincide with the major sales destinations, considering clearly that Spain is one
of the most important gateways to Europe for Argentineans.
Out of the 4 interviewed airline companies, two also offer flights to the United
Kingdom, Germany and Switzerland (considering that one of the sample's airline companies is Swissair).
Countries to where direct flights are offered
Countries
Airlines
n=4
Spain
4
100%
Italy
4
100%
Germany
2
50%
United Kingdom
2
50%
Switzerland
2
50%
Denmark
1
25%
Finland
1
25%
France
1
25%
Portugal
1
25%
Sweden
1
25%
Turkey
1
25%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
117
8.
Difficulties encountered in selling Europe
The main problems in selling vacation trips to Europe, as determined by the Argentinean travel trade surveyed, are as follows:
Main difficulties/problems/barriers to selling holiday trips to Europe
Difficulties
All
Tour
interviewees Operators
n=44
n=10
Travel
Agencies
n=30
Airlines
n=4
Price level
18
41%
2
20%
15
50%
1
25%
Lack of Information
14
32%
4
40%
9
30%
1
25%
Lack of Promotion in general
6
14%
2
10%
3
10%
1
25%
Lack of promotional material
5
11%
1
10%
4
13%
-
-
Relationship with local operators
4
9%
2
20%
2
7%
-
-
Entry formalities
-
-
-
-
-
-
-
-
4
-
-
-
-
-
2
50%
Others
Not going to all destinations
2
5%
Lack of familiarity with the
continent
1
2%
1
3%
Lack of hability of the salesman
1
2%
1
3%
High season in Europe is contrary
to high season in Argentina
1
2%
1
3%
Tours with many cities and few
days
1
2%
1
3%
Local problems (fear to loose the
job)
1
2%
1
3%
People want destinations without
having to look for information (sun
& beach like the Caribbean)
1
2%
1
3%
European operators delay in
sending budget and confirmations
1
2%
1
3%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
118
Despite the fact that trips to Europe have become more accessible to mediummedium income class, and that air tariffs have been markedly reduced, the
main sales obstacle for this destination is the price levels.
A second main problem is the lack of information. According to the interviewees, the official organisations do not develop too much activity that tends to inform about the countries; there is no data. There are many European countries
that one knows nothing about, and others that only the classical tourist points
are known.
There are very few places where one can get correct information about events
which may be of interest for travelers e.g. example fairs.
Maybe one of the major inconveniences faced by operators is the lack of stability in Argentina’s economy which makes it difficult for them to take medium term
measures, and that most of them end up solving without evaluating other alternatives efficiently.
119
The following sectors were mentioned when asking the Argentinean tour operators and travel agents surveyed in which service-rendering sectors price reductions would imply a better result in the market:
Service rendering
All
Tour
interviewees Operators
n=40
n=10
Travel
Agencies
n=30
Intercontinental air transportation
36
90%
9
90%
27
90%
Lodging
15
38%
6
60%
9
30%
Internal Transportation
2
5%
1
10%
1
3%
Entertainment
-
-
-
-
-
-
Food
-
-
-
-
-
-
Others
-
-
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
According to the Argentinean tour operators and travel agents interviewed,
if there was a price reduction in intercontinental air transportation, Europe’s
sales would certainly increase. Each of them stated that this has already
been verified with the great competition that there is in the air market which
has allowed tariffs to go down.
In second place is the lodging. This is significant since in the majority of the
selected samples the high European lodging price is specified, and is compared with the Caribbean lodging which presents high quality and accessible prices.
120
9.
Route analysis
9.1 Main outbound airports to Europe
The International Airport Ministro Pizzarini – Ezeiza (EZE), located next to the
capital, is the only International Airport in Argentina from which all the international flights going to Europe depart. On some occasions Aerolíneas Argentinas
operates from the Airport of Cordoba (in the center of the country), but these attempts last only a short time due to the lack of infrastructure of the airport.
Likewise, the airlines from border countries (Uruguay and Chile) make connections to Europe from the Jorge Newery Airport (Buenos Aires) and the El
Plumerillo Airport (Mendoza) through the main airports of their respective countries.
121
9.2 Main inbound airports in Europe
The airport most mentioned by the interviewees as the preferred airport of their
clients is Madrid Airport, with 68% of the indications. A great distance behind
this is Paris, Frankfurt and Amsterdam. It is important to point out that Madrid is
the gateway for Europe, both for Iberia as well as for Aerolíneas Argentinas,
which account for the greater part of the market of trips to Europe. This data coincides with the European country most visited by the Argentineans, due to the
high percentage of Argentinean cultural roots from Spain, and of course, the
language is a factor that influences this choice. However, some of those interviewed declared that the entrance airport has no importance, but that what matter are the tariffs and the possibilities of connections to other destinations in
Europe.
Main inbound airports in Europe
Cities
Madrid
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
30
68%
9
90%
19
63%
2
50%
Paris
4
9%
-
-
3
10%
1
25%
Frankfurt
3
7%
-
-
3
10%
-
-
Amsterdam
3
7%
-
-
3
10%
-
-
London
2
5%
-
-
1
3%
1
25%
Rome
1
2%
-
-
1
3%
-
-
Zürich
1
2%
1
10%
-
-
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
Percentages based on number of answers given for 1. choice
The importance of Madrid as the leading inbound airport has been confirmed
through the analysis of packages offered: 48% of the packages present Madrid
as the main gateway to Europe.
122
9.3 Favorite connections in Europe
The travel trade surveyed emphasized that their clients prefer, in general, nonstop flights, direct and without connections. In case a connection is necessary,
they choose the airports by the ticket price and the ones that offer more convenience to get to the destination as quickly as possible.
It is pointed out, still, that Madrid is one of the cities indicated as the main tourist
sites of Europe to the Argentinean, who prefers this city above others, and is
also the most favoured connecting airport. Airline companies often offer a free
night in the city, allowing the tourist to have at least a brief city tour of a city
which may not have been in the foreseen itinerary.
Favorite connections in Europe
Favorite airports
All
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
Madrid
29
66%
9
90%
20
67%
-
-
Zürich
2
5%
1
10%
-
-
1
25%
London
2
5%
-
-
2
7%
-
-
Frankfurt
2
5%
-
-
2
7%
-
-
Paris
1
2%
-
-
1
3%
-
-
Rome
1
2%
-
-
-
-
1
25%
Copenhagen
1
2%
-
-
-
-
1
25%
Milan
1
2%
-
-
-
-
1
25%
Amsterdam
1
2%
-
-
1
3%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
123
Airlines have been asked if they have plans to improve their capacities to
Europe and/or if they intend to include new European airports into their business.
3 out of the 4 airline companies interviewed (75%) intend to improve their flight
capacity. They not only mentioned their intention to increase the capacities of
destinations belonging to them, but also their intention to add new destinations
to this.
One company interviewed intends to start operating to other European airports
(Heathrow and Charles de Gaulle Airports). However, it is clear that the answer
was more an expression of desire than of intention.
124
10.
European national tourist boards
10.1 Awareness of European national tourist boards
From all those interviewed, more than 90% claimed to be familiar with some of
the Representation Offices of European countries in Argentina.
Awareness of European national tourist boards
European national tourist
All
boards known:
interviewees
n=44
Tour
Operators
n=10
Travel
Agencies
n=30
Airlines
n=4
No
3
7%
1
10%
1
3%
1
25%
Yes
41
93%
9
90%
29
97%
3
75%
Spain
39
95%
9
90%
27
93%
3
75%
Italy
22
54%
2
20%
20
69%
-
-
United Kingdom
15
37%
2
20%
13
45%
-
-
France
13
32%
-
-
11
38%
2
50%
Germany
4
10%
-
-
4
14%
-
-
Greece
3
7%
-
-
1
3%
2
50%
Czech Republic
3
7%
-
-
3
10%
-
-
Austria
2
5%
-
-
2
7%
-
-
Croatia
1
2%
-
-
1
3%
-
-
Denmark
1
2%
-
-
1
3%
-
-
Hungary
1
2%
-
-
1
3%
-
-
Netherlands
1
2%
-
-
1
3%
-
-
Norway
1
2%
-
-
1
3%
-
-
Portugal
1
2%
-
-
1
3%
-
-
Sweden
1
2%
-
-
1
3%
-
-
Switzerland
1
2%
-
-
1
3%
-
-
Namely:
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
125
Amongst the representative offices, the Tourism Representation Office of Spain,
which is very well organized and provides a good supply of information, stands
out in particular.
In second place comes Italy, even though the attention and material provided
were less satisfactory. In third place is the United Kingdom, where there is more
information about Scotland - a little commercialized destination - than about
England. In fourth place is France, where information is very upsetting: Disney
and snow, two products that agents do not sell in that destination.
However, there is no smooth relation between these entities and the tourist services companies, which have a series of expectations about the consulates and
embassies that up to now are not fulfilled.
126
10.2 Expectations towards European national tourist boards
When asked about the expectations in relation to the Promotion Offices of
European countries in Argentina, the following were mentioned:
Expectations in relation to the Promotion Offices of the European countries
Expectations
General marketing & promotional
activities
All
Tour
interviewees Operators
n=44
n=10
Travel
Agencies
n=30
Airlines
n=4
21
48%
-
-
19
63%
2
50%
Workshops / conferences for
agents
6
14%
-
-
6
20%
-
-
Work jointly to the destinations'
divulgation
1
2%
1
10%
-
-
-
-
Improve the relationship with
agents
1
2%
-
-
1
3%
-
-
More Tourism Offices
1
2%
-
-
1
3%
-
-
None: is not satisfied
8
18%
7
70%
1
3%
-
-
Is satisfied
1
2%
-
-
-
-
1
25%
None
3
7%
-
-
3
10%
1
25%
No answer
5
1
4
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
Regarding the expectations in relation to the Tourism Promotion Offices of the
European countries in Argentina, it is necessary to emphasize that a part of the
travel agencies interviewed showed certain differences, alleging that they do not
have up-to-date information, that they do not share the information they have
with the operators, and do not show a pro-active attitude. Beside this, the necessity of greater assistance in the country standing out in terms of what concerns marketing, publicity and promotion, and pro-action of activities in general.
10.3 Activities which could be carried out together with the
127
travel trade
When asked about the activities the promotional offices of European countries
could carry out together with the Argentinean travel trade, the following were
mentioned:
Activities which promotional offices of European countries could carry
out together with Argentinean travel trade
Activities to be developed together
None (do not believe they could
develop any activity)
All
Tour
interviewees Operators
n=44
n=10
Travel
Agencies
n=30
Airlines
n=4
11
25%
7
70%
3
10%
1
25%
Workshops, courses
2
5%
2
20%
2
7%
-
-
Promotion & advertising
2
5%
-
-
-
-
2
50%
Joint publicity (co-op)
2
5%
2
20%
-
-
-
-
26
59%
-
-
25
83%
1
25%
Don't know
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
A part of the tourism trade, despite understanding the development of joint activities as important, shows a certain skepticism concerning the type of activities
that could be developed together with the official organisms of each country.
However, suggestions included running courses, workshops and familiarization
trips which help to inform and improve the relations. In addition, publicity campaigns could be developed in collaboration.
128
10.4 Concrete support from European national tourist boards
When asked about concrete support from the promotional offices of European
countries, the following measures were mentioned:
Support desired from the Promotion Offices of Europe
Support desired
Consumer-centered promotional
material
All
Tour
interviewees Operators
n=44
n=10
Travel
Agencies
n=30
Airlines
n=4
19
43%
2
20%
16
53%
1
25%
Brochures
5
11%
2
20%
-
-
3
75%
Fam. trips for employees
2
5%
-
-
2
7%
-
-
Videotapes
2
5%
-
-
-
-
2
50%
Catalogues / sales manuals
-
-
-
-
-
-
-
-
Personal advice
1
2%
-
-
1
25%
-
-
Others
Workshops
5
11%
Maps of cities and roads
4
Events information
Conferences
2
20%
3
10%
-
-
9%
4
13%
-
-
3
7%
3
10%
-
-
3
7%
3
10%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
When asked about the type of support desired from the tourism promotional offices of Europe, the most frequent answer was that a European tourism promotional office should provide promotional material to hand to the consumer.
Brochures were mentioned by airlines and tour operators, explaining that in this
way the clients could have a clear image of the place to which they wish to
travel. "Other" support demanded refers, above all, to workshops and the need
for road and city maps.
11.
Media to promote Europe in Argentina
129
11.1 Relevant measures to promote Europe in Argentina
According to the Argentinean travel trade, the most efficient measures to promote Europe as a vacation destination are the following:
The most efficient measures for the promotion of Europe in Argentina today
Measures
Report on printed media, TV and
radio
All
Tour
interviewees Operators
n=44
n=10
41
93%
10
Publicity on printed media, TV
and radio
6
14%
3
30%
Material for distribution in
agencies
9
20%
1
Publicity or report on electronic
media (Internet)
14
32%
Material for distribution in tour
operators
8
Films and videos
Travel
Agencies
n=30
100% 28
Airlines
n=4
93%
3
75%
2
7%
1
25%
10%
8
27%
-
-
3
30%
11
37%
-
-
18%
2
20%
5
17%
1
25%
-
-
-
-
-
-
-
-
Tourist guides
4
9%
1
10%
2
7%
1
25%
Direct mailing
5
11%
-
-
4
13%
1
25%
Posters and Billboards
-
-
-
-
-
-
-
-
Others
1
2%
-
-
1
3%
-
-
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
130
According to the Argentinean travel trade, the most efficient media to promote
Europe in Argentina are the printed media - newspapers and magazines with
paid publicity or articles about the destinations are considered the best way to
promote a tourist destination. The most mentioned were the press (printed) media, since the reader can continue to enjoy the images of the destination until
the moment he/she decides to travel. Neither radio nor television present this
characteristic as both are 'immediate' means of communication, and the greater
part of the information that they present is 'lost' after broadcasting.
Furthermore, the handing out of promotional material in agencies is an efficient
method of promoting the country, if the company can has a sufficient quantity of
brochures. It is therefore necessary that the Foreign Representations are encouraged to send the agencies sufficient promotional material on each country.
The Internet was mention by every third person interviewed. The Argentinean
trade do not see the electronic means as a competitor, but as a means to help
spread information about the destination 'Europe' and, in this way, to help increase sales.
131
11.2 Possible changes in used information sources
According to the tour operators and travel agents surveyed, there will be some
change in the way their clients get to know about Europe as a tour destination,
with half of the interviewees answering affirmatively to this question.
Changes will occur due to the development of the Internet. In practice, it is the
travel agent that suggests to the client to visit a site when he/she does not have
the requested information. The lack of information is due to the scarcity of material with which the travel agents are provided to solve practical questions on
non-conventional destinations, but which are being asked for more and more.
Internet allows the passenger as well as the travel agent to obtain generic as
well as specific information on Europe as a destination.
Changes in the means of advertisement
Chances in the means
of advertising
All
interviewees
n=40
Yes
22
55%
5
50%
17
57%
No
12
30%
4
40%
8
27%
6
15%
1
10%
5
17%
19
86%
4
80%
15
88%
4
18%
1
20%
3
18%
No opinion
Tour
Operators
n=10
Travel
Agencies
n=30
If Yes:
Internet
More promotion/publicity
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
132
12.
Cooperation with service-rendering companies in Europe
12.1 Most booked hotel chains
The Argentinean tour operators and travel agencies surveyed book mostly with
the following hotels:
Most mentioned hotel chains
Hotel chains
Meliá
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
11
28%
7
70%
4
13%
Sol
6
15%
6
60%
-
-
NH Hoteles
5
12%
4
40%
1
3%
Riu
4
10%
4
40%
-
-
Utell
4
10%
-
-
4
13%
Sheraton
3
8%
-
-
3
10%
Sofitel
3
8%
3
30%
-
-
Accor
2
5%
-
-
2
7%
Frantour
2
5%
2
20%
-
-
Hilton
2
5%
-
-
2
7%
SRS Worldhotels
2
5%
-
-
2
7%
Caesar
1
2%
-
-
1
3%
Concorde Line
1
2%
-
-
1
3%
Europamundo
1
2%
-
-
1
3%
Forte
1
2%
1
10%
-
-
Gulliver London
1
2%
1
10%
-
-
Holiday Inn
1
2%
-
-
1
3%
Husa
1
2%
1
10%
-
-
Hyatt
1
2%
-
-
1
3%
Intercontinental
1
2%
-
-
1
3%
Jolie
1
2%
-
-
1
3%
Residencias Orion
1
2%
-
-
1
3%
133
STA
1
2%
-
-
1
3%
Tizla
1
2%
-
-
1
3%
Trips
1
2%
-
-
1
3%
All hotel chains
8
20%
-
-
3
10%
Independent hotels
6
15%
-
-
6
20%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The hotel chains that stand out were Meliá followed by Sol and NH Hotels, Riu,
Utell, Sheraton and Accor (Sofitel).
It is still noticed that a significant part of those interviewed indicated that they
use independent lodging services, that is, hotels that do not belong to a chain,
but which offer services consistent with those demanded by the client.
134
12.2 Most used airlines
The Argentinean tour operators and travel agencies surveyed mostly operate
with the following airlines:
Most mentioned airlines
Most mentioned airlines
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Ibéria
22
55%
8
80%
14
47%
Alitalia
22
55%
9
90%
13
43%
British Airways
22
55%
5
50%
17
57%
Aerolíneas Argentinas
16
40%
6
60%
10
33%
Lufthansa
14
35%
1
10%
13
43%
Air France
10
25%
1
10%
9
30%
KLM
8
20%
2
20%
6
20%
Varig
7
18%
3
30%
4
13%
Swissair
2
5%
1
10%
1
3%
Lan Chile
1
2%
-
-
1
3%
TAP
1
2%
-
-
1
3%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
With regard to the airlines, the most frequently mentioned were: Ibéria, Alitalia
and British Airways followed by Aerolíneas Argentinas and Lufthansa.
135
12.3 Most used tour operators
As far as local tour operators are concerned, the Argentinean tour operators and
travel agencies surveyed work mostly with the following:
Most mentioned tour operators in Europe
Tour operators
All
interviewees
n=40
Tour
Operators
n=10
Travel
Agencies
n=30
Juliá Tours
13
33%
1
10%
12
40%
Piamonte
11
28%
-
-
11
37%
Trapsa Tours
9
23%
7
70%
2
7%
Eurovip's
6
15%
1
10%
5
17%
Iberojet
6
15%
1
10%
5
17%
Marsans
6
15%
1
10%
5
17%
Special Tours
6
15%
3
30%
3
10%
Petrabax
6
15%
-
-
6
20%
Paditours
5
12%
3
30%
2
7%
Turavia
4
10%
-
-
4
13%
Sato
3
7%
2
20%
1
3%
Surland
3
7%
2
20%
1
3%
Viajes Verger
3
7%
-
-
3
10%
All seasons
2
5%
-
-
2
7%
Dorothy
2
5%
1
10%
1
3%
Pullmann Tours
2
5%
2
20%
-
-
Bian Tour
1
2%
-
-
1
3%
CIT
1
2%
-
-
1
3%
Citirama
1
2%
-
-
1
3%
Contiki
1
2%
-
-
1
3%
Cosulich
1
2%
-
-
1
3%
Emotion
1
2%
-
-
1
3%
Europa Mundo
1
2%
-
-
1
3%
Davos Tours
1
2%
1
10%
-
-
Gulliver Travel
1
2%
1
10%
-
-
136
Horizon
1
2%
-
-
1
3%
Ibero America
1
2%
-
-
1
3%
Mundicolor
1
2%
1
10%
-
-
Omvesa
1
2%
-
-
1
3%
Oremar
1
2%
-
-
1
3%
Panavision
1
2%
1
10%
-
-
Tourstar
1
2%
-
-
1
3%
Travelclub
1
2%
-
-
1
3%
Travelook
1
2%
-
-
1
3%
Travel Tours
1
2%
-
-
1
3%
UTA
1
2%
1
10%
-
-
Veramundo
1
2%
-
-
1
3%
Source: Expert survey on Argentinean travel trade. March/April 2000
* multiple response
The tour operators most frequently mentioned by those interviewed were Juliá
Tours, Piamonte and Trapsa Tours. Every third travel company interviewed
works with Juliá Tours and every fourth with Piamonte and/or Trapsa Tours.
It should also be noted that there is no one tour operator that holds hegemony
in the market, which is very fragmented and competitive.
However, it should be pointed out that many packages to Europe are organized
by European operators who only have the role of reseller, which is why they
sometimes end up not knowing about all the services included in the package.
137
III. INFORMATION ON EUROPE
PRESENTED IN THE CATALOGUES
AND IN THE ARGENTINEAN MEDIA
1.
Analysis of the catalogues of tour operators
Within the framework of the desk research for the Argentinean market, the catalogues of the following important tour operators were analysed:
National Operators or with Representation
International Operators
Marsans (Spanish)
Trapsatur, Pullmantur
Petrabax (Spanish)
Petrabax
Juliá Tours (Spanish)
Juliá Tours
EuroVip’s (Spanish)
Trapsatur, EuroVip’s
Iberojet
Iberojet
Eurotur
Special Tour
Bian Tour
Trapsatur
Excel Viajes
Panavisión
Davos
Grupo Bopa
Roberto Pereyra
Trapsatur, Liberty
In total, 990 packages were analysed, of which 88% are destined only to
Europe, 5% present mixed destinations, and the remaining 6% refer to destinations outside Europe.
Four out of the 10 National Operators that were taken as a sample work with
Trapsatur. These are: Marsans, Eurovip’s, Bian Tours and Roberto Pereyra. It
can be said, that in function to the sample, Trapsatur is responsible for 35% of
the European offer in Argentina.
The exact percentage of packages which are bought directly from Europe and
prepared in Argentina could not be established, but according to estimates of
the Argentinean Association of Travel and Tourism Agents, almost 85% of the
packages are imported, once the costs are lower.
138
The 3 to 5 day circuits that are offered for weekends in Europe, are sold as extensions to the bigger packages in Argentina.
In general, the Tour Operators' catalogues present the information using high
quality graphics, with attractive pictures and many colors and images. In addition, they also feature maps illustrating the itineraries.
The offer for the year 2000 does not vary too much from the year 1999. However, the range of options has grown. For example, Iberojet included an itinerary in Europe by train with lodging in hotels that start at US$ 39.00. Petrabax,
on the other hand, took advantage of year 2000 to add religious circuits, with
the Jubileo.
This trend to offer more economic options coincides with the growth in travel by
youth, students and people with more restricted economic resources.
Regarding the destinations, it is noticed that the TTOO count with a big general
catalogue of Europe, and with some small catalogues addressed to regions
(Scandinavia) or countries, the most frequent being Spain and Italy. There are
also catalogues of specific regions inside a country, like Andalusia. It should be
considered that the great majority of the International Operators with which Argentina works are Spanish.
The great majority of packages are addressed only to Europe, and the percentages of mixed tours and trips to other countries are similar. Usually Europe is
combined with The Holy Land or Morocco.
All the catalogues are valid for the whole year 2000. Most of the packages include a general price and an addition for the high season only. There is no midseason, and the differences between high and low season tend to disappear.
139
1.1 Countries, cities and regions offered
The countries most mentioned in the catalogues are Spain (70%), France
(65%), Italy (60%) and Austria (60%). The results are not surprising since in all
fields of this investigation these are the leading countries, except for Austria,.
Surprising is the percentage of mentions of the Czech Republic in the catalogues (55%), always as a part of a circuit of many European cities.
Meanwhile, countries like Bulgaria, Slovenia, Estonia and Croatia do not appear
in the sales catalogues, which probably contributes to the lack of information
that exists in Argentina about these countries which are associated with wars,
misery and pain. There was also no information about Croatia in the analyzed
means.
Monaco and Malta also do not appear. However, both are destinations that the
common Argentinean travelers wish to visit. Monaco is associated with glamour,
and Malta with the charming landscape and the Mediterranean atmosphere.
Moreover, Malta is a destination that appears frequently in the media and that
provides good pamphlets via the Representation Office. This is not the case
with Monaco, which does not have a Representation Office.
Finally, Ireland and Iceland also have 'frequency zero' in the catalogues. According to the information provided by the Embassies of both countries, they do
not have a tourist exploration. However, in Argentina the image of Ireland has
been established through the adoption of its culture as social fashion. In Buenos
Aires, a circuit of Irish pubs has appeared where people go to enjoy the “best
beer” and which are frequented mainly by English students who practice the
language with foreigners who are commonly found there. Besides this, CD’s of
Celtic music have a distinguished place in the sales ranking. Increasing this cultural adoption, in 2000 the stores have been invaded by Irish style sweaters.
140
Countries identified in the catalogues
Countries
Frequency
%
Spain
14
70%
France
13
65%
Austria
12
60%
Italy
12
60%
Czech Republic
11
55%
Germany
11
55%
Portugal
11
55%
Belgium
10
50%
Hungary
10
50%
Switzerland
10
50%
United Kingdom
10
50%
Netherlands
9
45%
Norway
9
45%
Sweden
9
45%
Denmark
7
35%
Greece
7
35%
Turkey
6
30%
Poland
5
25%
Finland
4
20%
Luxembourg
4
20%
Cyprus
1
5%
Bulgaria
0
0%
Croatia
0
5%
Slovenia
0
0%
Estonia
0
0%
Ireland
0
0%
Iceland
0
0%
Malta
0
0%
Monaco
0
0%
Source: Analysis of catalogues of tour operators
141
Regarding the European cities offered in the packages, in most cases these are
the capitals of each country.
In first place is Paris, followed by Milan, Rome, Venice and Madrid.
Amongst the first five cities, the prevalent country is Italy, while among the first
ten countries are Italy, Spain, France, the United Kingdom and Austria.
Once again, these results are not surprising, but are in keeping with the rest of
the samples. Even though the country with most the mentions in the catalogues
is Spain, when analyzing the cities it slips down to fifth place.
Differently from Brazil, the tour packages offered in Argentina seem more homogeneous, including less cities and focusing more on the capitals and consecrated cities.
Cities and regions identified in the package
Cities
Countries
Frequency
%
Paris
France
337
36.15%
Milan
Italy
322
34.54%
Rome
Italy
301
32.29%
Venice
Italy
285
30.57%
Madrid
Spain
283
30.36%
Barcelona
Spain
215
23.06%
Vienna
Austria
193
20.70%
London
United Kingdom
185
19.84%
Bordeaux
France
158
16.95%
Granada
Spain
135
14.48%
Innsbruck
Austria
133
14.27%
Zurich
Switzerland
119
12.76%
Cordoba
Spain
117
12.55%
Nice
France
117
12.55%
Frankfurt
Germany
110
11.80%
Salzburg
Austria
110
11.80%
142
Seville
Spain
100
10.72%
Budapest
Hungary
99
10.62%
Prague
Czech Republic
99
10.62%
Asissi
Italy
98
10.51%
Zaragoza
Spain
90
9.65%
Brussels
Belgium
77
8.26%
Amsterdam
Netherlands
75
8.04%
Toledo
Spain
73
7.83%
Lisbon
Portugal
63
6.75%
Munich
Germany
61
6.54%
Pisa
Italy
61
6.54%
Dover
United Kingdom
60
6.43%
Berlin
Germany
52
5.57%
Naples
Italy
51
5.47%
Athens
Greece
49
5.25%
Calais
France
49
5.25%
Copenhagen
Denmark
47
5.04%
Freiburg
Germany
46
4.93%
Stockholm
Sweden
45
4.82%
Bruges
Belgium
44
4.72%
Oslo
Norway
41
4.39%
Orleans
France
37
3.96%
Costa del Sol
Spain
36
3.86%
Istanbul
Turkey
36
3.86%
Lourdes
France
35
3.75%
Zaragoza
Spain
35
3.75%
Lucerne
Switzerland
30
3.21%
Merida
Spain
28
3.0%
Bergen
Norway
27
2.89%
Fatima
Portugal
27
2.89%
Kusadasi
Turkey
26
2.78%
Santiago de
Compostela
Spain
25
2.68%
Mykonos
Greece
24
2.57%
143
Canterbury
United Kingdom
23
2.46%
Patmos
Greece
22
2.36%
Graz
Austria
21
2.5%%
Helsinki
Finland
20
2.14%
Capadoccia
Turkey
19
2.03%
Santorini
Greece
19
2.03%
Lillehammer
Norway
18
1.93%
Cracow
Poland
15
1.60%
Heraklión
Greece
14
1.5%
Ankara
Turkey
13
1.39%
San Sebastián
Spain
12
1.28%
Liverpool
United Kingdom
11
1.18%
Warsaw
Poland
11
1.18%
Brno
Czech Republic
8
0.85%
Hannover
Germany
8
0.85%
Karlovy Vary
Czech Republic
3
0.32%
Source: Analysis of catologues of tour operators
144
1.2 Themes of packages offered
The prevalence of packages related to History and Culture - 90% of the total once again shows the true motivation of tourists that travel to Europe.
Regarding the data concerning Sun & Beach, of the 932 packages that were
analyzed, only one presents the theme Sun & Beach. Argentinean tourists that
look for this kind of trip tend to go to the Caribbean or to Brazil, and during the
Argentinean summer they enjoy the national beaches.
Themes of Packages
Predominant Themes in the Packages
%
History & Culture
90.0%
Cruises
4.4%
Nature & Landscape
0.5%
Sun & Beach
0.1%
Sports
0.0%
Health & Hot Springs
0.0%
Adventure
0.0%
Others
5.0%
Source: Analysis of catalogues of tour operators
145
1.3 Types of packages offered
Only 20% of the packages include airline ticket in the price, which means that
80% do not include the additional value of the ticket, so that the price of the airline ticket remains invisible. The problem is that, in most of the catalogues there
is no information that the prices they are offering do not include the airline ticket,
and then the consumer might get confused about the price of the trip.
Meanwhile, 70% of the packages are offered with breakfast. Only 20% of them
include half board, and 10% include breakfast and some food.
146
2.
The Argentinean media
2.1 General remarks
In Argentina, differently from Brazil, the main difficulty in spreading the word
about the tourism destination 'Europe' is not the price of the advertisements
(which are not low), but the lack of information offered by the Embassies, Consulates and other kinds of foreign representation. These are institutions, in most
cases, which exist to try and solve the problems of residents or descendents of
immigrants. They usually have specialized publications, like magazines or tourist guides, that are only distributed among association’s members. Most of
those individuals practice a strictly closed communications policy.
If a tourist demands more information, he/she is directed to search the web
pages, and the Argentinean reality points out that there are only 590,000 Internet users (Data Corp, 1999) in the country. Here the problem is not about a
economic block, since one hour of internet connection costs between US$ 2.00
and US$ 7.00, according to the additional service that is offered; but the lack of
capability. Simply, there are very few Argentineans that are prepared to use the
Internet.
On the other hand, people over 40 years old are not used to and do not want to
see the information on a screen, but on a sheet of paper.
Therefore, divulging information on the destination 'Europe' to the general public
generally happens via the tourism supplements of the newspapers which reach
the whole national territory, and in travel-specialized magazines.
Television and radio are also not good methods of spreading information about
this destination. In open television there are no tourism programs, and those
that do exist are on cable television, which becomes another obstacle, since it
does not have a massive arrival.
147
Concerning radio programs, there are no more than five, and the ratings are not
really very significant. Many are prepared or produced by the Embassies or
Consulates and are only directed at a specific small target group. This is true in
the case of the city of Buenos Aires, but also in many countryside towns which
have been settled by European groups e.g. ‘Tres Arroyos’ (Buenos Aires),
where one can listen in AM to ‘La Hora Danesa’ (Danish Hour), but which are
not particularly useful for tourist aims.
In general, in Argentina, this particular means of communication presents a low
level of professionalism, which is true in the case of both radio and television.
148
2.2 Newspapers
The two most important newspapers in Argentina are
‰ Diario Clárín
‰ Diario La Nacion
These two newspapers are from Buenos Aires City, and its edition reaches all
the national territory. Both have a daily circulation and feature general interest
content.
1.) Diario Clárín: It has an average daily circulation of 699,000 copies during
weekdays and 1,200,000 on Sundays. It is the most important newspaper in the
country. It publishes the tourism section on Sundays, in color, with a varying
number of pages, and content similar to that of a tourism brochure. There are
no analysis notes about the tourism industry, but only descriptive articles regarding different places in the world, together with an significant quantity of pictures. Another special feature of this supplement is the recommendation of
places by famous people.
Nevertheless, it gathers a great quantity of advertisements, and only one page
about news in the tourism sector. Clarín is a popular newspaper, radical, directed to classes A, B and C.
2.) Diario La Nacion: It is Argentina’s most traditional newspaper, and has an
average daily circulation of 230,000 copies during weekdays and about 310,00
on Sundays. It also publishes the tourism section on Sundays, and presents the
same composition as that described in Clarín, with the difference that its speciality is not a famous person’s trip, but a cultural advertisement of different countries in Europe and the United States. In its title, a different country is emphasized every Sunday. Its readers belong to A and B classes. It is a right oriented
newspaper.
149
2.3 Travel magazines
The two most important travel magazines in Argentina, which reach the whole
national territory, despite being published in Buenos Aires, are:
‰ Revista Lugares
‰ Revista Buenos Viajes
Both of them have discontinuous circulation, and have a content addressed to
tourists in general. In Argentina they are the two most sold tourism magazines,
since most of the publications are turned to weekend, fishing and minitourism
trips.
1.) Revista Lugares: It is the most important publication for people who like to
travel, and is the most sold among the specialized magazines. Its circulation is
around 35,000 copies. The content is composed of a variety of notes regarding
different destinations, but Argentina (especially Patagonia), boundary countries
and the United States are the most frequent. The most important point of the
magazine is its excellent, abundant, and high quality photographs. The text is
subjective, like a family report of a trip. However, the magazine is widely consumed, thanks to a continuous marketing campaign, even though it features
only a few advertisements in its pages.
2.) Revista Buenos Viajes: It is the second travel-specialized magazine in importance, if the sale numbers as taken into consideration as a parameter. It has
a circulation of about 21,000 copies monthly. Buenos Viajes also features outstanding photographs, even though the quality is inferior to that of Lugares; it
also contains general information about tourism, particularly articles dedicated
to descriptions of destinations.
Regarding the destination 'Europe', taking as a sample the November 1998 edition - which has 92 pages - 19 of them are devoted to Europe. The most important European report has 15 pages, of which 3 are dedicated to the text and 15
to photographs.
150
2.4 Trade publications
The most important publication in the tourism sector is Repport Gata, which
gives up-to-date news in the tourism sector and has a high percentage of advertisements. The magazine is a weekly periodical, distributed by mail.
In second place is Ladevi (the Travel Agency), which has the same characteristics as above.
Finally, there is also El Mensajero and GIT (International Traffic Guide). Both
of these are monthly publications. El Mensajero has the same characteristics as
aforementioned magazines. However, GIT does not have any periodical information, excepting for a guide with useful data.
151
2.5 Analysis of advertisements and articles published in the
relevant newspapers and travel magazines
Tourism articles and advertisements are published in Diario Clárín, Diario La
Nacion, Revista Lugares, Revista Buenos Viajes. 198 advertisements and 192
tourism articles were analyzed in the four aforementioned publications.
In general only a few ETC (European Travel Commission) countries are more
frequently present in Argentinean media. Among them can be pointed out Italy,
France and Spain. The United Kingdom appears less frequently, standing in
fourth place,
Italy, Spain and France are very popular destinations in Argentina, mainly because the country’s culture is a mixture of these three as a result of the great influx of immigrants that arrived from those countries at the end of the 19th century. On the other hand, considering that in other fields of investigation the language difference emerged as one of the main factors that Argentinean tourists
most disliked about Europe, it is understood that those countries are less problematic for the tourist’s communication.
The countries that do not appear - neither in advertisements nor in articles - are
Bulgaria, Cyprus, Croatia, Slovenia, Estonia and Ireland. In the case of Iceland,
the only tourism article that appears has a romantic character, with the country
being associated with the writer Jorge Luis Borges, emphasizing the mythological richness, but not tourist, and the powers of the country, since the writer was
inspired to write some of his tales in Iceland.
Differently from Brazil, in Argentina most of the tourism articles are clearly informative, and in some cases the writers travel to the destination to write the article. Foreign representations or travel agencies with which they make advertising exchanges cover these costs in many cases, but in other cases the writer
composes the article using the information that he/she has at hand.
152
However, as in Brazil, the trend to elaborate the tourism articles is to provide
the reader with the largest amount of data possible so that he/she can plan the
trip by themselves.
In the analysis of the newspapers’ contents, there were no suggestion of agencies or packages, but rather of airlines. This changes when the magazines’ content is analyzed. In this case agencies are suggested, since many of its articles
are paid for by the same agencies, and are thus covert advertisements.
Countries identified in advertisements and tourism articles
Countries
Advertisements
Articles
Frequency
(%)
Frequency
(%)
Italy
61
30.80%
44
22.91%
France
52
26.26%
31
16.14%
Spain
45
22.72%
34
17.70%
United Kingdom
25
12.62%
24
12.50%
Austria
19
9.59%
8
4.17%
Germany
18
9.09%
9
4.69%
Greece
15
7.57%
7
3.65%
Czech Republic
12
6.06%
6
3.12%
Turkey
12
6.06%
-
-
Hungary
11
5.55%
1
0.52%
Portugal
8
4.04%
8
4.17%
Switzerland
8
4.04%
9
4.69%
Denmark
7
3.53%
5
2.60%
Norway
7
3.53%
2
1.04%
Sweden
7
3.53%
6
3.12%
Netherlands
5
2.52%
7
3.65%
Finland
4
2.02%
1
0.52%
Belgium
3
1.51%
2
1.04%
Malta
2
1.01%
3
1.56%
Monaco
2
1.01%
2
1.04%
Poland
2
1.01%
-
-
Luxembourg
1
0.50%
-
-
153
Iceland
-
-
1
0.52%
Bulgaria
-
-
-
-
Cyprus
-
-
-
-
Croatia
-
-
-
-
Slovenia
-
-
-
-
Estonia
-
-
-
-
Ireland
-
-
-
-
Source: Analysis of 192 tourism articles and 198 advertisements published in Diario Clárín, Diario La Nacion, Revista Lugares, Revista Buenos Viajes.
(*) Multiple response
Size of advertisements / volume of articles
From the 198 advertisements analyzed about Europe, 116 were from 'La
Nación'. This data can be justified hypothetically by two arguments: the first one
refers to the public that newspaper is aimed at, which has a higher potential
tendency to consume the destination Europe. The second argument is centered
on the fact that 'La Nación' is a newspaper with a larger format than 'Clarín'.
The most frequent size of advertisement the 1/12 of a page format (31%). This
data matches with the reality of the publicity industry in Argentina, which suffered a profound crisis in the last three years, taking it nearly to the edge of
bankruptcy.
In the sample, there was an 11% percentage of full-page advertisements. Here
there is a clear difference. Half of the advertisements analyzed in the magazines were of this size, whereas only 6% of the advertisements analyzed in the
newspapers are full-page.
154
Size Advertisements
Whole page
(%)
Size of Advertisements
½ Page
10.60 %
1/4 page
(%)
5.55%
3/4 page
3.55%
1/6 page
14.65%
Less than 1/12 page
31.32%
More than one page
1%
10.10%
1/8 page
8.58%
1/12 page
14.65%
Source: Analysis of 198 advertisements published in Diario Clárín, Diario La Nacion, Revista
Lugares, Revista Buenos Viajes.
In 106 out of the 198 advertisements (54%) analysed, Europe was presented in
so-called classified advertisements, meaning, that the ad consists of several
types of products with different destinations, such as Europe, the United States,
Africa, Caribbean Islands, Brazil, etc. This shows that in Argentina, Europe is
presented as an offer in which the reader has to decide between various different destinations. It must be considered that many agencies buy publicity space,
and use it to promote all its products.
When analyzing the international destinations that are promoted together with
Europe, the Caribbean appears 47 times, Brazil 39 and the United States 35
times.
155
92 (46%) of the 198 advertisements analysed were so-called 'isolated advertisements', meaning that the advertisement consists of only one type of product
- in our case, Europe. 64% of the isolated advertisements are published by the
newspaper 'La Nación', a media in which the reader expect to see Europe as a
single and exclusive destination. Nevertheless, it should be mentioned that in
the same advertisement, various destinations in Europe could be offered.
Tourism articles about Europe appear more frequently with the full-page size or
smaller. These spaces contain not only information about news, but also many
articles about destinations recommended by readers, famous people, or simply
by the publisher of the means.
The full-page size appears 123 times, which corresponds to 64%. Following that
percentage is the two-page size with 17%. From the 192 tourism articles analyzed, only 10 have between 9 and 16 pages.
Number of pages
Absolute Frequency
(%)
1
123
64.06%
2
33
17.18%
3
9
4.68%
4
9
4.68%
5
5
2.60%
6
2
1.04%
7
1
0.52%
9
1
0.52%
10
1
0.52%
11
4
2.08%
12
1
0.52%
15
2
1.04%
16
1
0.52%
Source: Analysis of 192 tourism articles published in Diario Clárín, Diario La Nacion, Revista
Lugares, Revista Buenos Viajes.
156
The cover articles about Europe represent a small percentage within the total
sample (16% = 31 out of 192 articles analysed).
The study that was made showed that the newspaper La Nación published
Europe on the cover of its tourism section only in the summer and winter vacation months. However, Clarín did the same in March, April, May and September.
Associating this data with the acquisitive level of each newspaper’s reader, it
can be established that 'La Nación' promotes the destination Europe on its
cover during the high season, whereas 'Clarín' does it during the low season,
probably in an adaptation to the economic possibilities of its readers.
With regard to the magazines researched, in 1999 Europe only appeared in first
place in the month of June, a period in which the Argentineans search for a
warmer climate, and to visit Europe during winter vacations is a good opportunity. For 1998 and 1997, it can be deducted from the sample that Europe appeared on the cover every four months.
157
Image of Europe presented in articles
According to the investigation made in the press media, in Argentina Europe
also does not have a well-formed image, as is the case with Walt Disney or Africa. The Argentineans associate the trip to Europe with a symbol of status. On
one hand, Europe is symbol of culture, and on the other, of superiority. All
Europeans seem to be better than the nationals - to such an extent that even
European groups inside Argentina have put themselves in a position of superiority.
Observing the following table, it can be confirmed that 42% of the tourism articles have European history and architecture as their approach. The sun and
beach product is only promoted, indirectly, through the Canary Islands, and is
more frequent in the advertisements than in the tourism articles.
Articles’ Themes
Focus
Frequency
(%)
History, architecture & religious constructions
80
41.66%
Gastronomy
16
8.35%
Folklore events
10
5.20%
Nature
10
5.20%
Fashion
4
2.10%
Sports
1
0.52%
Shopping & business
0
0.0%
Multiple
36
18.75%
Others
35
18.22%
Source: Analysis of 192 tourism articles published in Diario Clárín, Diario La Nacion, Revista
Lugares, Revista Buenos Viajes.
In the item 'Others', which comprises 18% of the total, the most significant
specification is 'art' (34% of the total item), followed by 'lodging', with a relative
value of 11% in the item. For example, one of the articles stands out the new
French trend of renting countryside houses.
158
Another specification is 'movies', which represents 6% of the item. The United
Kingdom's tourist office distributes a pamphlet with an itinerary of sites where
the most famous movies were recorded.
On the other hand it is important to make clear that, as in the advertisements for
Argentinean summer months, where it was more common the internal and sun
and beach tourism, in the newspaper La Nación in December 1998 a supplement was recorded which included 40 pages addressed to Brazil and only a
half-page to Europe.
Pictures
Even though pictures are an important graphic resource to attract readers, they
are used very little in the case of advertisements, although they are, however,
very frequently used in tourism articles, and even more so in the case of magazines where the picture is 'the star' of the publication.
There are no big differences between the percentages of pictures printed in
black and white or in color, even though this difference can happen between
magazines and newspapers. The former only publish color pictures, while in the
newspaper the color is a privilege of the cover pictures and of some important
picture inside the publication, especially when is an article with over 7 pages.
In the advertisements, pictures appear in only 13% of the total, which indicates
the managers' strategy to reduce costs and focus on the interest of the traveler
in the destination that is published, and not to the effect that the visual image
could cause in it.
159
Pictures Identified
Advertisements
Tourism Articles
Pictures
Frequency
(%)
Frequency
(%)
No
172
86.90%
22
11.45%
Yes
26
13.10%
170
88.55%
Color
14
53.85%
84
49.40%
B&W
12
46.15%
81
47.65%
5
2.95%
If yes
B&W-Color
Source: Analysis of 192 tourism articles and 198 advertisements published in Diario Clárín,
Diario La Nacion, Revista Lugares, Revista Buenos Viajes.
In the analysis of the picture content, it can be observed that in the case of the
articles, 43% of images portray European history and architecture. Following this
in importance are historical sites (27%), and the folklore events (22%).
On the other hand, from the total number of advertisements analyzed, only 15%
of them contain pictures, and of this percentage, 41% are images related to history and architecture.
The images that specifically stand out are the Eiffel Tower for France, a beach
for the Canary Islands, or a cruise when the package is designed as such.
160
Content of Pictures
Advertisement
Content – Themes
Tourism Articles
Frequency
(%)*
Frequency
(%)*
Historical sites
0
0%
51
26.56%
History, Architecture & religious constructions
12
6.06%
82
42.70%
Folklore events
4
2.02%
43
22.40%
Nature
3
1.5%
15
7.80%
Gastronomy
0
0%
16
8.33%
Sports
0
0%
11
5.72%
Museums & Libraries
0
0%
8
4.16%
Religion
0
0%
5
2.60%
Shopping / Business
1
0.5%
7
3.64%
Fashion
0
0%
2
1.05%
Others
9
4.54%
12
6.25%
Source: Analysis of 192 tourism articles and 198 advertisements published in Diario Clárín,
Diario La Nacion, Revista Lugares, Revista Buenos Viajes.
(*) multiple response
Finally, an important number of tourism articles included maps to guide the
reader. From the total of articles, 41% include maps in the information, and the
remaining 59% do not.
From the total number of articles analyzed, 3% include website or e-mail addresses.
161
Major Advertisers
Operators / Agencies in the Ads
Operators / Agencies
Frequency
(%)
Longueira
19
9.59%
Ati
14
7.10%
All Seasons
11
5.55%
Apolo Viajes
8
4.05%
Entremares
8
4.05%
Lago Traful
8
4.05%
Marsans
7
3.55%
Organfur
7
3.55%
Giorgio
5
2.52%
Juliá
5
2.52%
Navijet
5
2.52%
Taiar
5
2.52%
Ventana Tour
5
2.52%
Becciu
4
2.02%
Eves
4
2.02%
Hispanya
4
2.02%
Travel Club
4
2.02%
Davos
3
1.51%
Donde
3
1.51%
Euroviajes
3
1.51%
Mauna Kea
3
1.51%
M.Sh.Cruises
3
1.51%
Piamonte
3
1.51%
Polvani
3
1.51%
Sabor
3
1.51%
Sian Travel Way
3
1.51%
Ami Tours
2
1.01%
Costa Cruceros
2
1.01%
Costantino Viajes
2
1.01%
Ecology & Adventures
2
1.01%
162
Eurotur
2
1.01%
Excalibur
2
1.01%
Guada Tour
2
1.01%
Guide Voyage
2
1.01%
Nabil
2
1.01%
Pacific Tour
2
1.01%
Sachas Travel
2
1.01%
Signorio Tours
2
1.01%
Travel Point
2
1.01%
Others
22
11.11%
Source: Analysis of 198 advertisements published in Diario Clárín, Diario La Nacion, Revista
Lugares, Revista Buenos Viajes.
The six first agencies with greater number of publications offering the product
'Europe' were, in decreasing order: Longueira (10%), Ati (7%), All Seasons
(6%), Apolo Viajes, Entremares, and Lago Traful, with 4% each.
The particularity of Longueira, which stands in the first place, stands out, because it is specialized in the destination Spain, showing it as 'the entrance
gateway to Europe'. Its advertisements are no more than 1/6 page, and include
two advertisements in the same publication, in different pages. It advertises, for
example, Andalusia in one page and Santiago de Compostela in other. The
Xacobeo Compostelano advertisement is a Longueira’s “classic”.
The item 'Others' includes all agencies with a percentage of 0.5%.
From the tourism articles, one can see that in Argentina there is no such thing
as suggesting to the traveler the agency with which he/she can buy the tour
package; in 98% of the articles analysed the agencies were not named. In general, the tourism articles intend to fulfill the function to guide the traveler so that
he/she can plan the trip independently. Only 4 agencies were recorded among
the analyzed articles. In general terms, an enterprise is named in an article
when it has a clever RRPP, pays the hidden publicity, or when it make an exchange with the communication media.
163
APPENDIX
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
Entrevistador:
Día:____________________
Nombre del Entrevistado:
Cargo: __________________
Nombre de la Empresa:
1. En esta primera parte nos gustaría conocer las características de sus clientes, que viajaron con
destino Europa, en los últimos 3 años (99, 98, 97) :
a) Franja Etaria Predominante
(A) Hasta 18 años
(B) De 19 a 30 años
(D) De 50 a 65 años
(E) Mas de 65 años
b) Sexo Predominante
(A) Masculino
(C) De 31 a 49 años
(B) Femenino
c) Escolaridad Predominante (Solo 1 opcion)
(A) Baja: primario completo
(B) Media: superior incompleto
(C) Alta: a partir de superior completo.
d) Franja de Renta Mensual Familiar Predominante (Solo 1 opción).
(A) Baja: hasta $700
(B) Media-Baja: de $700 a $1800
(C) Média-Média: de $1800 a $3500
(D) Média-Alta: de $3500 a $6000
(E) Alta: mas de $6000
e) Ocupación Predominante (3 opciones en orden creciente)
No.
Profesión
No
Profiesión
No
Profesión
1 Ingeniero
4 Abogado
7 Jubilado
2 Profesor
5 Comerciante
8 Administrador
3 Médico
6 Funcion. Público
9 Ama de casa
No
Profesión
10 Estudiante
11 Bancário
12 Empresário
13. Otros. Cuales?
f) Lugar de Residencia Predominante (Al menos 3 opciones en orden creciente)
Ciudad
1
2
3
g) Tipo de Grupo Predominante (Solo 1 opción)
(A) Individual
(C) Família
(B) Pareja
(D) Grupo Formal
(E) Grupo Informal (Forfait)
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
2. Características de los viajes a Europa:
a) Duracion Media del Viaje: __________________________________________________dias
b) Motivación Predominante del Viaje y Alcance de Mercado (% de los viajes a Europa)
No.
Motivacion
(%) N o.
Motivacion
(%) N o.
Motivacion
1 Negócios
6 Amigos y familiares
10 Viajes de Incentivo
2 Vacaciones
7 Cultura
11 Estudios
3 Negócios & Férias
8 Convenciones
12 Salud
Trabajo
en
Europa
Religión
4
9
13
Otros. Cuales?
5 Compras
c) Época Predominante del Viaje
Enero a Abril
Mayo a Setiembre
(%)
Octubre a Diciembre
d) Tipos Predominantes de Vacaciones
9 Cuales son actualmente los tipos de vacaciones mas importantes hacia Europa (delimitar el alcance
del mercado en %)?
9 Cuáles son los tipos de vacaciones con mayor potencial de mercado para el futuro?
Actualmente
Mayor
importancia
potencial
en %
del futuro
I. Vacaciones de sol y playa, para descansar en el mar..............................________.......................
II. Vac. recreativas en lugares de campo o montañas…….........................________.......................
III. Tours por diversos países.....................................................................________........................
IV. Tour por un país específico…...............................................................________.......................
V. Tour por una ciudad en particular…......................................................________......................
VI. Combinación de Tours y recreación.......................................................________......................
VII. Vacac. para praticar deportes de verano...............................................________......................
VIII. Vacac. para practicar deportes de invierno..........................................________......................
IX. Vacac. culturales...................…….........................................................________.....................
X. Vacac. Con mucha diversión, vida nocturna y vida social........................________.....................
XI. Vacac. para un evento especial...........….................................................________.....................
XII. Vacac. combinadas con salud....………….............................................________.....................
XIII. Vacac. para compras.............................................................................________.....................
XIV. Viaje étnico / en busca de raíces culturales…...........….........................________.....................
XV. Vacac. combinadas con visita a amigos y familia............…..................________......................
XVI. Otros tipos......….....................................................................................________....................
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
3. Desenvolvimiento del Mercado
a) Cual es su opinión sobre el desenvolvimiento de viajes a Europa en los últimos 3 años?
Viajes a Europa tuvieron
Total de viajes
Viajes de negocios
Viajes de placer
Aumento significativo (+ 10%)
Aumento discreto (entre + 5 a 10%)
Estancamiento
Disminución discreta (entre – 5 a 10%)
Disminución significativa (- 10%)
Porquê?______________________________________________________________________________
_____________________________________________________________________________________
___________________________________________________________________
b) Cuales Grupos han en los últimos 3 años...
aumentado?___________________________________________________________________________
_____________________________________________________________________________________
___________________________________________________________________
disminuido?___________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________
Sin cambios en los últimos 3 años
c) Como ve el desenvolvimento futuro del mercado (en los próximos 3 años) – en relación a los viajes a Europa?
Viajes a Europa tuvieron
Total de viajes
Viajes de negocios
Viajes de placer
Aumento significativo (+ 10%)
Aumento discreto (entre + 5 a 10%)
Estancamiento
Disminución discreta (entre – 5 a 10%)
Disminución significativa (- 10%)
Porquê?______________________________________________________________________________
____________________________________________________________________________________
d) Cualess Grupos habrán en el futuro (próximos 3 años)...
aumentado?________________________________________________________________________________
_____________________________________________________________________________________
______________________________________________________________
disminuido?_____________________________________________________________________________
_____________________________________________________________________________________
_________________________________________________________________
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
Sin cambios esperados
4. Cuantos viajes a Europa normalmente realiza por año?
Número total de viajes para Europa................................…....___________
9 Por negocios......................................................................___________%
9 Por Placer...........................................................................___________%
5. Cuales son los tipos de viajes? (% por segmento)
Paquete de Grupo....................____________
Paquete individual.....................____________
Unico o ticket aéreo.……...........____________
Otros. Cuales?
6. Destinos en Europa
6.1. Cuales son los destinos mas importantes en Europa (con mayor número de viajes) para su empresa en
este momento? (% de viajes a Europa)
6.2. Cuales son los países con mayor potencial de mercado para el futuro?
6.3. Para cuales países Europeos oferece paquetes de viajes?
País
6.1. los mas importantes
6.2. los mayores
destinos en Europa
potenciales de mercado
Alemania
%
Áustria
%
Bélgica
%
Bulgaria
%
Chipre
%
Croacia
%
Dinamarca
%
Eslovenia
%
Espanña
%
Estonia
%
Finlandia
%
Francia
%
Grecia
%
Holanda
%
Hungría
%
Irlanda
%
Islandia
%
Italia
%
Luxemburgo
%
Malta
%
Mónaco
%
Noruega
%
Polonia
%
Portugal
%
Reino Unido
%
República Checa
%
Suecia
%
Suíza
%
Turquia
%
6.3. Paquetes de
viajes ofrecidos
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
6.4. Cuales ciudades son actualmente los “Grandes Vendedores”?
__________________________________________________________________________________________
________________________________________________________________________________
7. Precios
7.1. Cuales grupos de precios tienen las mayores posibilidades de venta por paquetes a Europa?
Precio total por paquete de viaje
Menos de US$ 500 / pax
US$ 501 hasta 800
US$ 801 hasta 1.100
US$ 1.101 hasta 1.500
US$ 1.501 hasta 2.000
US$ 2.001 hasta 2.500
US$ 2.501 hasta 3.000
US$ 3.001 hasta 4.000
US$ 4.001 o mas por pax
7.2. Cuáles son, en su opinión, los precios máximos que puden ofrecerce en los paquetes de viaje a Europa?
Aprox. US$ _______________________ pax
7.3. Cuales son los precios medios aplicados actualmente a los paquetes de viajes a Europa?
Aprox. US$ _______________________ pax
8. Operación de itinerarios para Europa:
a) Cual es el método de reserva mas usual para sus clientes? (Solo 1 opcion)
(A) Telefono / Fax
(B) Visita a Agencia / Operadora
(C) Internet
(D) Otras Agencias / Operadoras
(E) Otras. Cuales?____________________________________
b) Tiempo de reserva antes del viaje (Solo 1 opcion)
(A) Hasta 2 semanas
(B) 2 meses
(D) de 3 a 4 semanas
(E) 3 meses
(C) de 4 a 6 meses
(F) mas de 7 meses
c) Tipo de Alojamiento ? (Al menos 3 opciones en orden creciente)
(A) Clase de Lujo (5* a 4*)
(B) Clase Intermedia (3*)
(C) Clase Económica
(D) Time Sharing
(E) Albergue o Casa Familiar
(F) Club de Vacaciones
(G) Bed and Breakfast
(H) Casa de Amigos y familia
(I) Barco, Navio, Yacht
(J) Cabaña, Trailer, Camping
(K) Otros. Cuales? _______________
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
d) Tipo de Transporte Utilizado en Europa (3 opciones en orden creciente)
(A) Coche alquilado
(E) Ferry Boat
(B) Avión
(F) Navio
(C) Tren
(G) Bicicleta / Moto
(D) Omnibus
(H) Leasing
(I) Otros. Cuales? __________________________
9. Cuales son los principales aeropuertos de partida para Europa? (Al menos 3 opciones en orden
creciente)
(A)
(C)
(D)
(E)
(F)
(G)
Cuales son los aeropuertos preferidos de llegada en Europa? (Al menos 3 opcines en orden creciente)
1
3
5
2
4
6
Cuales son las conexiones preferidas en Europa? (Al menos 3 opciones en orden creciente)
1
3
5
2
4
6
10. En su opinión, quê es lo que más les gusta a los turistas, y lo que menos les gusta, en sus viajes à
Europa?
MAS GUSTA
MENOS GUSTA
11. Sobre los viajes a Europa:
Las expectativas son alcanzadas? Los clientes estan satisfechos?
Muy satisfecho
Satisfecho
Poco satisfecho
Insatisfecho
12. Cuales son los principales motivos para viajar en vacaciones a Europa?
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
13. Como evalúa los siguientes países de Europa en cuanto a la imagen? Como evalúa los atractivos
turísticos de estos destinos? (favor anotar por país)
País
Alemania
Áustria
Bélgica
Bulgaria
Chipre
Croacia
Dinamarca
Eslovenia
España
Estonia
Finlandia
Francia
Grecia
Holanda
Hungria
Irlanda
Islandia
Itália
Luxemburgo
Malta
Mónaco
Noruega
Polonia
Portugal
Reino Unido
República Checa
Suecia
Suíza
Turquia
Positivo
Imagem
Negativo
N/S
Alto
Atractivos de los Destinos
Médio
Bajo
N/S
14. Cuales son, en su opinion, los principales puntos turísticos en Europa?
____________________________________________________________________________________
____________________________________________________________________________________
15. Cual es, en su opinión, el nivel de calidad exigido por el turista argentino cuando viaja a Europa?
Alto Médio Bajo
Justifique:
Emp. Transporte
Hospedaje
Alimentacion
Entretenimiento
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
16.1. Conoce las Oficinas de Representacion / Promocion de Turismo de los Países Europeos en
Argentina? (S)
(N).
Si es si, cuales:_________________________________________________________
_____________________________________________________________________________________
16.2.Cuales son sus expectativas en relacion a las Oficinas de Representacion / Promocion de
Turismo y que tipo de actividades podrian desenvolver conjuntamente?
____________________________________________________________________________________
____________________________________________________________________________________
17. Cual es, actualmente, el medio mas eficiente para la promocion de Europa en Argentina?
(A) Publicidad o reportaje en medios impresos (Diarios y revistas de gran circulacion)
(B) Publicidad o reportajes en medios televisivos y radio
(C) Publicidad o reportajes en medios electrónicos (internet)
(D) Material para distribuir en agencias
(E) Material para distribuir en operadoras de viajes
(F) Posters y Outdoors
(G) Guias turísticas
(H) Filmes y vídeos
(I) Valija Directa
(J) Otros. Cuales? ___________________________________________________________
18. Cuales son los Prestadores de Servicios turísticos con los que geralmente opera en Europa?
Emp. Transporte
Red Hotelera
Operadores
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
19. Habrá algun cambio en la forma en que sus clientes tomarán conocimiento de Europa en cuanto destino
turístico?
(S)
(N). Por que? _______________________________
_______________________________________________________________________________________
___________________________________________________________________________________
20. En cuáles de los prestadores de servicios abajo indicados, cree que una reducción de precios
presentaría mejores resultados en el mercado?
(A) Transporte Aéreo Intercontinental
(B) Alimentación
(C) Transporte Regional
(D) Entretenimiento
(E) Hospedaje
(F) Otros. ________
21. Cuales son las mayores dificuldades/problemas/barreras para vender mas viajes/paquetes (vacaciones)
para Europa?
(A) Ausencia de Información
(B) Relación con Operadores Receptivos
(C) Ausencia de Material Promocional
(D) Formalidades de Entrada
(E) Ausencia de Promocion en Geral
(F) Nível de Precios
(G) Otros: _____________________________________________________________________
AGÊNCIA DE VIAJE Y AGÊNCIA DE VIAJE Y TURISMO
22. Cual es en forma estimativa el volumen del mercado argentino que va a Europa? Cuantos
argentinos viajan para Europa por año?
Total (aprox.)
Cuanto está dirigido para negócios y cuanto para placer?
9 Negócios..........................................................................___________%
9 Placer.................................................................................___________%
23. Cuantos Argentinos viajan para América del Norte por año?
Total (aprox.)
Cuantos se dirigen por negócios y cuantos por placer?
9 Negócios..........................................................................___________%
9 Placer.................................................................................___________%
EMPRESA AÉREA
Día: ____________________
Entrevistador:
Nombre del Entrevistado:
Cargo: __________________
Nombre de la Empresa:
1. Primeramente nos gustaría conocer las características de sus clientes, que han viajado con
destino Europa, en los últimos 3 años (99, 98, 97):
a) Franja Etaria Predominante
(A) Hasta 18 años
(B) De 19 a 30 años
(D) De 50 a 65 años
(E) Más de 65 años
b) Sexo Predominante
(A) Masculino
(C) De 31 a 49 años
(B) Femenino
c) Nivel de Escolaridad Predominante (Sólo 1 opción)
(A) Baja: primariocompleto
(B) Média: superior incompleto
(C) Alta: superior completo.
d) Franja de Renta Mensal Familiar Predominante (Sólo 1 opción).
(A) Baja: hasta U$s 700
(B) Media-Baja: de U$s 701 a U$s 1800
(C) Media-Media: de U$s 1801 a U$s 3500
(D) Media-Alta: de U$s 3501 a U$s 6000
(E) Alta: más de U$s 6001
e) Ocupación Predominante (3 opciones en orden decresciente)
No.
Profesión
No
Profesión
No
Profesión
1 Ingeniero
4 Abogado
7 Jubilado
2 Profesor
5 Comerciante
8 Administrador
3 Médico
6 Funcion. Público
9 Ama de Casa
13. Otros. Cuales?
No
Profesión
10 Estudiante
11 Bancario
12 Empresario
f) Lugar de Residencia Predominante (Al menos 3 opciones en orden decresciente
Ciudades
1
2
3
g) Tipo de Grupo Predominante (Sólo 1 opción)
(A) Individual
(C) Família
(B) Pareja
(D) Grupo Formal
(E) Grupo Informal (Forfait)
EMPRESA AÉREA
2. Características de los viajes a Europa:
a) Duración Media del Viaje: __________________________________________________dias
b) Motivación del Viaje Predominante y Alcance del Mercado (% de los viajes a Europa)
No.
Motivación
(%) N o.
Motivación
(%) N o.
Motivación
1 Negócios
6 Amigos y Familiares
10 Viajes de Incentivo
2 Vacaciones
7 Cultura
11 Estudio
3 Negócios & Vacac.
8 Convenciones
12 Salud
4 Trabajo en Europa
9 Religión
13
Otros. Cuales?
5 Compras
c) Época Predominante del Viaje
Enero a Abril
Mayo a Septiembre
(%)
Octubre a Diciembre
d) Tipos Predominantes de Vacaciones
9 Cuáles son los tipos de Vacaciones más importantes en Europa (delimitar la comprensión del mercado
en %)?
9 Cuáles son los tipos de Vacaciones con mayor potencial de mercado para el futuro?
Actualmente
Mayor
importante
potencial
en %
futuro
XVII. Vac. de sol y playa, para descansar en el mar.........................................________.......................
XVIII. Vac. recreativas en el campo o las montañas.......…………….............________.......................
XIX. Tours por diversos países......................................................................________........................
XX. Tour por un país específico......................…...............................................________.......................
XXI. Tour por una ciudad en particular...............…........................................________......................
XXII. Combinación de Tours y recreación.......................................................________......................
XXIII. Vac. para practicar deportes de verano..................................................________......................
XXIV. Vac. para practicar deportes de invierno.............…...............................________......................
XXV. Vac. culturales.........................................................................................________.....................
XXVI. Vac. con diversión, vida nocturna y vida social............……................________.....................
XXVII. Vac. para un evento especial................................................….............________.....................
XXVIII. Vac. combinadas com salud..................................................................________.....................
XXIX. Vac. para compras...................................................................................________.....................
XXX. Viajes étnicos / en busca raíces culturales..............................................________.....................
XXXI. Vac. combinadas con visita a amigos y familiares................................________.....................
XXXII. Otros tipos............................................................................................________.....................
3. Desenvolvimiento del Mercado
EMPRESA AÉREA
a) Cual es su opinión sobre el desenvolvimento del mercado de viajes a Europa en los últimos 3 años?
Viajes a Europa tuvieron
Total de viajes
Viajes de negocios
Viajes de placer
Aumento significativo (+ 10%)
Aumento discreto (entre + 5 a 10%)
Estancamiento
Disminución discreta (entre – 5 a 10%)
Disminución significativa (- 10%)
Porquê?______________________________________________________________________________
_____________________________________________________________________________________
___________________________________________________________________
b) Cuales Grupos en los últimos 3 años...
aumentaron?__________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________
diminuyeron?_________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________
Sin cambios en los últimos 3 años
c) Como ve el desarrollo futuro del mercado (en los próximos 3 años) en relación con los viajes a Europa?
Viajes a Europa tuvieron
Total de viajes
Viajes de negocios
Viajes de placer
Aumento significativo (+ 10%)
Aumento discreto (entre + 5 a 10%)
Estancamiento
Disminución discreta (entre – 5 a 10%)
Disminución significativa (- 10%)
Porquê?______________________________________________________________________________
_____________________________________________________________________________________
d) Cuáles Grupos habrán en el futuro (próximos 3 años)...
aumentado?________________________________________________________________________________
________________________________________________________________________________
disminuido?_____________________________________________________________________________
___________________________________________________________________________________
Sin cambios esperados
EMPRESA AÉREA
4. Cuántos argentinos normalmente llevan a Europa por año?
Número total de viajeros con destino Europa..............…........___________
9 Por negocios..........................................................................___________%
9 Por placer.................................................................................___________%
5. Destinos en Europa
5.1.Cuáles son los destinos más importantes en Europa (con mayor número de viajes) para su empresa en
este momento? (% de viajes a Europa)
5.2. Cuales son los países con mayor potencial del mercado para el futuro?
5.3. Para cuales países Europeos oferece conexiones directas?
País
Alemania
Áustria
Bélgica
Bulgaria
Chipre
Croacia
Dinamarca
Eslovenia
España
Estonia
Finlandia
Francia
Grécia
Holanda
Hungria
Irlanda
Islandia
Italia
Luxemburgo
Malta
Mónaco
Noruega
Polonia
Portugal
Reino Unido
República Checa
Suécia
Suíza
Turquia
5.1. Destinos Europeos
más importantes
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
5.2. Mayores potenciales
del mercado
5.3. Oferta de
conexiones directas
5.4. Cuales ciudades son actualmente las “Grandes Vendedoras”?
__________________________________________________________________________________________
________________________________________________________________________________
EMPRESA AÉREA
5.5. Aeropuertos Europeos, en los próximos años:
9 aumentará sus capacidades
(S)
(N).
9 Si
responde
si,
cuáles?
_______________________________________________________________________________________
____________________________________________________________________________
9 comezará a operar
(S)
(N).
9 Si
responde
si,
cuales?
_______________________________________________________________________________________
____________________________________________________________________________
6. Precios
6.1. Cuales serán los tipos de boletos para Europa más vendidos?
Primera clase
____________%
Clase ejecutiva
____________%
Clase económica
____________%
Tarifas reducidas (turística)
____________%
6.2. Promedio de precios actuales a Europa?
Primera clase (aprox. em US$ / pax)
Clase ejecutiva (aprox. em US$ / pax)
Clase económica (aprox. em US$ / pax)
Tarifas reducidas (turística) (aprox. em US$ / pax)
(%)
____________
____________
____________
____________
6.3. Cual es el método de reserva más usual de sus clientes?
Directo co la Empresa Aérea
Agencias de Viajes / Operadoras
Internet
Otros. Cuales?_______________________________________________________________
7. Cuales son los principales aeropuertos de partida para Europa? (Al menos 3 opciones en orden
decresciente)
(A)
(C)
(D)
(E)
(F)
(G)
Cuales son los aeropuertos de llegada preferidos en Europa? (Al menos 3 opciones en orden decresciente)
1
3
5
2
4
6
Cuales son las conexiones preferidas en Europa? (Al menos 3 opciones en orden decresciente)
1
3
5
2
4
6
8. En su opinión, a los turistas qué les gusta más y qué menos de Europa?
EMPRESA AÉREA
MAS GUSTA
MENOS GUSTA
9. Cómo evalúa los siguientes países de Europa en cuanto a su imagen? Y cómo evalúa los atractivos
turísticos de los destinos? (Anotar por país)
Imagen
Atractivos en los Destinos
País
Positivo Negativo
N/S
Alto
Médio
Bajo
N/S
Alemania
Áustria
Bélgica
Bulgaria
Chipre
Croacia
Dinamarca
Eslovenia
España
Estonia
Finlandia
Francia
Grecia
Holanda
Hungría
Irlanda
Islandia
Italia
Luxemburgo
Malta
Mónaco
Noruega
Polonia
Portugal
Reino Unido
República Checa
Suécia
Suíza
Turquia
10. Cuales son, en su opinión, los principales puntos turísticos en Europa?
____________________________________________________________________________________
____________________________________________________________________________________
EMPRESA AÉREA
11. Cual es, en su opinión, el nivel de calidad exigido por los turistas argentinos cuando viaja Europa?
Alto
Médio Bajo
Justifique:
Emp. Transporte
Hospedaje
Alimentación
Recreación
12. Conoce las Oficinas de Representación / Promoción de Turismo de los Países Europeos en Argentina?
(S)
(N).
Si la respuesta es si, cuales:_________________________________________________________
_____________________________________________________________________________________
12.1Cuales son sus expectativas en relación a las Oficinas de Representación / Promoción de
Turismo y qué tipo de actividades podrían desarrollar conjuntamente?
____________________________________________________________________________________
____________________________________________________________________________________
13. Cual es, actualmente, el medio más eficiente para la promoción de Europa en Argentina?
(A) Publicidad o reportaje en medios impresos (Diarios y Revistas de gran circulación)
(B) Publicidad o reportaje en medios televisivos y radio
(C) Publicidad o reportaje en medios electrónicos (internet)
(D) Material para distribución en agencias
(E) Material para distribución en operadoras de viajes
(F) Posters y Outdoors
(G) Guías turísticos
(H) Filmes y vídeos
(I) Valija Directa
(J) Otros. Cuales? ___________________________________________________________
14. Cuales son las mayores dificultades encontradas en la organización de viajes a Europa?
(A) Ausencia de Información
(B) Relación con Operadores Receptivos
(C) Ausencia de Material Promocional
(D) Formalidades de Entrada
(E) Ausencia de Promoción en Geral
(F) Nivel de Precios
(G) Otros: _____________________________________________________________________
15. Cual es el volumen estimado del mercado argentino que viaja a Europa? Cuantos argentinos
viajan a Europa por año?
Total (aprox.)
Volumen direccionado a negocios y volumen direccionado a placer:
9 Por negocios..........................................................................___________%
9 Por placer...............................................................................___________%
16. Cuantos argentinos viajan a América del Norte por año?
EMPRESA AÉREA
Total (aprox.)
Que volumen del mercado está direccionado para negocios y que volumen para placer?
9 Por negocios..........................................................................___________%
9 Por placer...............................................................................___________%
EMPRESA AÉREA