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consulting
GETTING TO KNOW YOUR TOURIST
Tourist Behavior Patterns & Tourist Market Profile
04 July 2013
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Tourism Marketing Services
How many foreigners arrive in the
Philippines?
Where do they go in the Philippines?
Who are YOUR tourists?

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CHARACTERISTICS OF SERVICE MARKETING
VARIABILITY
PERISHABILITY
INSEPARABILITY
INTANGIBILITY
SERVICES
Tourism Marketing Services
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CHARACTERISTICS OF SERVICE MARKETING
Image, hospitality,
courtesy,
friendliness,
helpfulness,
ambiance, security,
etc.
TANGIBLE ELEMENT
the natural environment,
hotels, restaurants,
resorts, food, support
facilities like airports,
aircraft, roads, food,
destination, festivals,
etc.
Tourism Marketing Services
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NEEDS, WANTS,
& EXPECTATIONS
Tourism Marketing Services
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Thus, the tourism product we are offering is:





We are successful IF the guests goes home with
a positive and memorable experience and tell
their friends about it back home
TOURIST
EXPERIENCE
MEMORABLE
DELIGHTFUL
Tourism Marketing Services
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GLOBAL TRENDS IN TOURIST BEHAVIOR




LEARNING &
ENRICHMENT
TRAVEL
CONVENIENCE
& SPEED
SERVICE
QUALITY
EXPERIENCE
Tourism Marketing Services
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ALWAYS
CUSTOMIZE THE
PRODUCT/SERVICE
TO THE MARKET
Tourism Marketing Services
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GLOBAL TRENDS IN TOURIST BEHAVIOR




SERVICE
QUALITY
SERVICE
CULTURE
focuses on serving
and satisfying the
customers.
Tourism Marketing Services
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MAKIKISAMA SA
TURISTA!
Tourism Marketing Services
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NEEDS, WANTS, &
EXPECTATIONS
ALWAYS CUSTOMIZE THE
PRODUCT TO THE MARKET
MAKIKISAMA SA TURISTA!
Tourism Marketing Services
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3 TYPES OF MARKETING IN THE SERVICE
INDUSTRIES
COMPANY
CUSTOMERS
EXTERNAL
MARKETING
(setting the promise)
INTERNAL
MARKETING
(enabling the promise)
EMPLOYEES
INTERACTIVE MARKETING
(delivering the promise)
Satisfaction,
Quality &
Brand
Loyalty
Tourism Marketing Services
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Tourism Marketing Services
How many foreigners arrive in the
Philippines?
Where do they go in the Philippines?
Who are YOUR tourists?

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Country 2012 2011 % growth % share
1 Korea 1,031,155 925,204 11.45% 23.62%
2 USA 652,626 624,527 4.50% 15.94%
3 Japan 412,474 375,496 9.85% 9.59%
4 China 250,883 243,137 3.19% 6.21%
5 Taiwan 216,511 181,738 19.13% 4.64%
6 Australia 191,150 170,736 11.96% 4.36%
7 Singapore 148,215 137,802 7.56% 3.52%
8 Canada 123,699 117,423 5.34% 3.00%
9 Hong Kong 118,666 112,106 5.85% 2.86%
10 Malaysia 114,513 91,752 24.81% 2.34%
11 United Kingdom 104,466 104,466 8.44% 2.00%
12 Germany 67,023 61,193 9.53% 1.56%
TOTAL ARRIVALS 4,272,811 3,917,454
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Market Projections 2011-2016
Countries 2010 2011 2012 2013 2014 2015 2016
CAGR 2010 -
2016
Korea 740,622 925,204 1,075,051 1,249,168 1,451,484 1,686,568 1,959,727 17.60%
USA 600,165 624,527 739,132 874,767 1,035,293 1,225,276 1,450,122 15.80%
Japan 358,744 375,496 408,956 445,398 485,087 528,313 575,390 8.20%
China (PROC) 187,446 243,137 323,367 430,071 571,984 760,726 1,011,749 32.40%
ASEAN 298,176 331,672 417,012 524,310 659,217 828,835 1,042,097 23.20%
Australia 147,469 170,736 209,212 256,359 314,130 384,920 471,663 21.40%
Taiwan 142,455 181,738 201,839 224,164 248,958 276,494 307,076 13.70%
Hong Kong 133,746 112,106 138,870 172,024 213,093 263,967 326,986 16.10%
Canada 106,345 117,423 134,138 153,232 175,045 199,963 228,427 13.60%
United Kingdom 96,925 104,466 119,736 137,237 157,297 180,289 206,641 13.40%
Germany 58,725 61,193 69,743 79,488 90,594 103,252 117,679 12.30%
India 34,581 42,844 52,515 64,369 78,899 96,708 118,538 22.80%
Russia 14,642 20,185 23,838 28,153 33,249 39,267 46,374 18.10%
Scandinavia 47,885 59,739 68,450 78,431 89,868 102,973 117,988 16.20%
Others 552,545 546,988 710,285 922,334 1,197,686 1,555,243 2,019,544 24.20%
TOTAL 3,520,471 3,917,454 4,556,582 5,545,993 6,750,247 8,215,988 10,000,000 19.00%
The high-growth targets represent a
relatively modest increase in the
current market share of forecast in
outbound travel from the key markets
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Tourism Marketing Services
How many foreigners arrive in the
Philippines?
Where do they go in the Philippines?
Who are YOUR tourists?

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consulting

Destinations 2010 2011
Growth
Rate (%)
1 Metro Manila 848,318 724,572 17.11
2 Cebu 734,531 703,965 4.34
3 Boracay 378,694 337,664 12.15
4 Camarines Sur 348,139 344,459 1.0
5 Baguio City 318,677 373,820 -14.75
6 Davao City 275,658 273,492 0.79
7 Zambales 159,025 157,591 0.91
8 Bohol 143,276 139,162 2.96
9 Camiguin 105,262 90,269 16.61
10 Negros Oriental 102,394 98,738 3.7
11 Cagayan 83,822 80,739 3.82
12 Ilocos Norte 81,724 88,366 -0.52
13 Puerto Princesa 73,986 54,754 35.12
TOTAL 3,653,706 3,467,591 5.01
Source : DOT Regional Offices/Local Tourism Offices/Accommodation Establishments 2009 and 2010 (January to May)
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Bohol Boracay
Samar/
Leyte
Camiguin Cebu
Ilocos
Norte
Negros
Oriental
Palawan
1 China Korea USA USA Korea Taiwan USA USA
2 Taiwan Taiwan Germany Germany Japan Hong Kong Japan Germany
3 Korea China Japan Korea USA USA UK France
4 USA USA Australia Australia China China Korea Korea
5 Japan Hong Kong Canada Canada Hong Kong Macau France China
6 Hong Kong Australia China France Australia France China UK
7 Germany UK UK Japan UK Canada Germany Canada
8 Canada Russia Korea Netherlands Germany Korea Switzerland Japan
9 France Japan Taiwan Italy Canada Germany Australia
10 UK Germany Singapore Switzerland Singapore Australia Canada
Source : DOT Regional Offices/Local Tourism Offices/Accommodation Establishments
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Tourism Marketing Services
How many foreigners arrive in the
Philippines?
Where do they go in the Philippines?
Who are YOUR tourists?

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consulting

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Profile:
Visitors to Philippines
Tour groups on Leisure
FITs
33% of population live in urban areas
Affluent society: 46% of population are upper to middle class
Preferences
Sightseeing - Scenery & nature
Rest & relaxation
Shopping
Greater number of women participating in society
Information sources: travel agents and internet evenly balanced; TV
Very family oriented
Tend to book last minute


Safety and security
Variation in activities to do at the destination
Language

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Profile:
Visitors to Philippines
Tour groups on Leisure 38+%
FITs 25+%
Rapidly growing middle (61%) & upper class (17%)
Preferences
History & culture
Scenery (coastal)
Shopping
More relaxed interpretation of Islam
Information sources: internet & TV
Booking: traditional travel agencies, 3-4 weeks before peak season


Family friendly destination
Safety and security

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Profile:
Visitors to Philippines
Leisure tour groups - majority
FIT
Independently organized tours becoming popular
Preferences
Shopping
Entertainment
Youth and Young Professionals - major drivers of consumer market:
Education, Fashion, Communications, Leisure, and Travelling
Information sources: Travel Agent, Internet, & Word of Mouth



Tourist friendly destination
Safety and security

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Profile:
Visitors to Philippines
Groups
Education tourism-go abroad to learn
a foreign language
FITs
Adventurous, active, sociable, look for new experiences &
entertainment
Flexibility & fun
Russians book very late
80% of holidays are sold in the last 4 weeks before departure
72% of Russian tourists pay for their holiday in cash
Extravagant Spenders- Expect 24 hours service : seafood, spicy



Direct flights & direct access to beach destinations
Language barrier
Quality of services/products delivered vs. advertised
Delays in confirmation due to last minute bookings
Source: Monitor Group Study
Preferences
Spas
Sports facilities
Culinary delights
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Profile:
Visitors to Philippines
Businessmen
Incentive groups
Families

International travel is 2
nd
highest desire
Preferences
Shopping
Nightlife entertainment
Indian food
Likes to combine 2 cities
Average stay per foreign trip from 1-3 weeks
Book very late

Entry restrictions
Price
Food
Ease in travel: distance, visa, language, activities
for children

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Profile:
Visitors to Philippines
Families Groups 10-15 pax

Worlds highest spending traveller
Preferences
Beaches
Spas
Shopping
City Life

Information sources: word-of-mouth, wife spouse, entertainment
Long vacations: 1-2 times annually, 3 weeks at a time


Halal food or accommodation with cooking facilities
Very safety conscious
Preferences
Entertainment &
sightseeing
Medical tourism
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Profile:
Visitors to Philippines
Leisure traveller
Long-stay (30% stay 15-30N, 27% stay 11-14N)
Big spenders on holidays abroad
Most number of legal holidays
Travel during winter months
Preferences
Shopping
Sightseeing
Diving
Beach holidays
Intimacy
Exclusivity in hotels & resorts



Safety and security
Price sensitive
Source: Monitor Group Study
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Profile:
Visitors to Philippines
FITs
Divers a large segment


Information sources: brochures, web, friends and colleagues
2
nd
largest outbound market worldwide
Big spenders on holidays abroad
Go to destinations in Eu but SEA share is growing
Awareness on the Philippines is high
Travel during summer & Christmas


Security and Safety
EU ban, blacklisting Philippines as one of the countries deemed to have unsafe
aviation
Accessibility to destinations & facilities like hospitals
Value for money
Traffic and pollution
Source: Monitor Group Study
Preferences
Hotels
Fun
Beaches
Nature
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Profile:
Visitors to Philippines
FITs - growing
Broader age-group

Travel through-out the year now not just during Moslem holidays
Availability of LCCs
Price sensitive
Preferences
Leisure activities
Adventure
Beach holidays
MIE
Sports activities and diving


Security conscious
Availability of right food for Moslems
Source: Monitor Group Study
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Profile:
Visitors to Philippines
Group Tours
FITs
Families
Travel 3x annually
Need Mandarin speaking guides to avoid miscommunication
Seek flexibility in requests
Preferences
Fresh good tasting food served buffet or family style
Seek good service standards, assertive with their preferences
Information sources: word of mouth, visitor comments via internet
travel forum, Facebook & blogs
Book online or thru travel agent; short lead time to plan & decide (3-4 weeks
before departure)
Value for Money packages is the top concern in selecting destination &
activities

Security & safety
Negative publicity about the Philippines
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Profile:
Visitors to Philippines
Fil-Cans / VFRs
Foreign Individual Travellers (FITs), also prefer to travel alone or with spouse
Younger tourists doing caving, wildlife, & diving
Demand safety, cleanliness, convenient infrastructure, & English
Want friendly, fun, & relaxing destination
Preferences
White sand beaches
De-luxe resorts
History & culture
Friendly, fun, & relaxing holiday vacations
Shopping
Sightseeing

Safety & security
Cleanliness
Airport formalities
Lack of road signage
Traffic & pollution


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Profile:
Visitors to Philippines
Foreign Individual Travellers (FITs)

Cash rich but time poor break from daily work & study
Values time and strictly adhere to itinerary
Mix or high end & bargain shopping is important
High-end traveller during Lunar New year
Long haul trips to Europe & US are immensely popular
Preferences
Economical short haul destinations
Price sensitive but always looking for quality destinations
Beach resort destinations like: Malaysia, Indonesia, Thailand, & China
favoured destinations due to proximity
Information source: internet


Security & safety
Negative publicity about the Philippines
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Profile:
Visitors to Philippines
Foreign Individual Travellers (FITs)

Tipping is not in their culture
Preferences
Nature and local cultural experience
Wellness / medical tourism
Cruise
New destinations
Shopping for both bargain and high end items
Information Sources: TV/ print/ radio features



Security and safety
Negative publicity about the Philippines
Limited direct access to the Philippines
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Profile:
Visitors to Philippines
Group tours
Foreign Individual Travellers (FITs)

Usually travel in groups
Need Chinese speaking guides to avoid confusion
Seek flexibility in requests
Price sensitive on tour package price other Asian tour packages are
getting lower
Increasing interest in special tours with more consumer value
Appreciate good service standards


Security & safety
Negative publicity about the Philippines
Preferences
Uni-destination (Point-to-
Point) trips
Fresh food / good tasting food
served buffet or family style
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Profile:
Visitors to Philippines
Tour groups majority just starting to travel abroad & in Asia
Relatively well-informed about their chosen holiday destination
Need Mandarin speaking guides
Preferences
Shopping
Beach resorts, the sea (not necessarily swimming)
Beautiful sceneries
Chinese food
Culture & history
Price-sensitive market but willing to spend a lot at the destination


Security & safety
Language/communication barriers
Perception of being cheated
Running out of cash
High Cost
Lack of family activities
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Profile:
Visitors to Philippines
Beach holidays
Sightseeing: visit historical & cultural sights
Repeat visitors
Independent Ladies Market:
High-end shopping and fashion trends
Nightlife
Gourmet sampling
Beauty & wellness
Package tour travellers
Time and health conscious
Preferences
Food: Philippine seafood
Clean and safe environment


Safety, security, and sanitation
Long waiting time
Language barrier
Disrespect and dishonesty

Divers:
Exotic, unique, diverse
experience
Active Seniors
War memorials,
historical tours
Shopping
Students
Learn English
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Profile:
Visitors to Philippines
Fil-Ams = 60%
Foreign Individual Travellers (FITs)
Younger & more active tourists: caving, wildlife, diving
Not willing to sacrifice quality for a good deal
Want friendly, fun, & relaxing destination
Preferences
Luxury beach resorts & natural landscapes
Shopping and sightseeing
History & culture, experiential tourism
Safe, clean, convenient English speaking destinations
Information sources: TV, Internet, & travel agents
Others: Dental /medical / humanitarian missions

Safety and security
Cleanliness
Airport formalities
Lack of road signage
Traffic
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Profile:
Visitors to Philippines
Families on vacation
Honeymooners
Businessmen
Travel in groups and to destinations frequented by Koreans
Preferences
Good weather, infrastructure, presence of govt authorities
Food: seafood, spicy food, buffet, convenience stores
Appreciate Korean greetings: Annyeong Haseyo (Hello) & Kamsa
Hamida (Thanks)
High tolerance for alcoholic drinks & spirited conversation w/ other
Koreans
New trend: Air Tel travellers who book airline & hotel bookings
only

Safety and security
Language barrier
Airport formalities
Credit card facilities
Students (ESL or college degree)
Convention & incentive travellers
Special groups: golf, scuba
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