TurespañaOET Berlín Manuel Butler 1 Der Spanische Tourismus im Online-Markt Manuel Butler Halter Direktor Spanisches Fremdenverkehrsamt Teneriffa, den 8. April 2011

TurespañaOET Berlín German on line travel market. 2 On line in Germany: main data. 1 Online ad campaign I Need Spain 3 2

TurespañaOET Berlín Manuel Butler 3 Highlights By Country Turkey has highest % of mobile internet users: 21% Highest online penetration in Norway: 86% Netherlands: 84% Denmark: 84% Switzerland: 84% Italy show highest growth from 2008: Up 15% UK: 14% Spain: 10%Norway: 9% Germany has highest internet population: 43.8m Russia: 42.4m France: 36.2m UK: 37.3m UK: 20% Sweden: 20% Switzerland: 18% Source: European Interactive Advertising Association (EIAA). It was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry.

TurespañaOET Berlín Manuel Butler 4 Germany – The facts 43.8m online (62%) 2% since 2008 Europe: 54% / index: +15% 28.1m have broadband (39%) Europe: 45% 15.9m are wireless (22%) 36% from 2008 Europe: 23% 5.0maccess via mobile (7%) Europe: 14% *Average time spent online per week: 10.7 hrs (Europe: 12.1hrs) *Proportion online on desktop computer every day: 51% (Europe: 53%)

TurespañaOET Berlín Manuel Butler 5 People in Germany are online more… 10m are heavy internet users 35% among 16-24s 36% among 25-34s 21% among 35-44s 73% online 5+ days a week 23% of all German internet users Keeping in touch Holidays / travel Manage money Health information Better product /service choice Local govt information Environmental issues Follow favourite brand Manage life changes 63%43%37% 35%34%27% 19%13% And how are they more empowered… Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) internet users:7162, Q4. In a typical seven day week, on how many days do you use the internet? Base: All Europe 915) internet users:7162, Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet Base: All Europe (15) internet users 13,333.

TurespañaOET Berlín Manuel Butler 6 The youth are driving use of Internet on Mobiles 6.6hrs average time spent per week by 25-34s 39% of 25-34s online 7 days per week Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base: All Europe (15) 25-34:2115, Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device? Base: All Europe (15) Mobile Internet users: 25-34s:441, Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) Mobile Internet users 25-34s:441, Germany 9.0hrs Germany 31%

TurespañaOET Berlín Manuel Butler 7 Key thoughts… Wireless broadband users on up resulting in greater mobility for internet users People are accessing the internet on their mobiles, for an average of 1 hour every day Rise in laptop ownership is driving media convergence with more and more people using internet whilst watching TV Internet continues to be a popular source for entertainment and leisure

TurespañaOET Berlín German on line travel market. 2 On line in Germany: main data. 1 Online ad campaign I Need Spain 3 2

TurespañaOET Berlín Manuel Butler 9 Bookings on Internet

TurespañaOET Berlín Manuel Butler 10 CountryOfflineOnline Spain35,536,3 Turkey18,325,2 Greece7,88,4 United States3,10,3 Bulgaria2,5 Dom. Republic1,92,4 Sales Euro % of destinations, bookings until week 8/2011* *including flight Source: GfK Country shares offline vs online

TurespañaOET Berlín Manuel Butler 11 CountryMen only Women only CouplesFamilies Spain45,740,736,433,8 Turkey16,323,921,134,1 Greece3,36,68,89,6 Bulgaria3,92,31,43,2 Dom. Republic3,21,63,11,1 Sales Euro % of destinations per target group, bookings until week 8/2011* *all bookings including flight Source: GfK Country shares by family size

TurespañaOET Berlín Manuel Butler 12 Our target in Germany: LOHAS

TurespañaOET Berlín German on line travel market. 2 On line in Germany: main data. 1 Online ad campaign I Need Spain 3 2

TurespañaOET Berlín Manuel Butler 14 > Strategischer Marketingplan > Strategie Online Kampagne: Was wollen wir erreichen? Beteiligung > Es gibt einen neuen Typ des Reisenden, dessen Entscheidungen in erster Linie auf der Kenntnis der von anderen gemachten Erfahrungen beruhen.

TurespañaOET Berlín Manuel Butler Externe links Social Media links Innere such Video Carrousel > Brand Channel Youtube

TurespañaOET Berlín Manuel Butler 16 > Beteiligung: Social Media Channels > Verwicklung der Spanischen Fremdenverkehrsämter im Management der Medien.

TurespañaOET Berlín Manuel Butler > Ideale Reisebegleiter - Great Cities App für Apple und Android Tast e Spai n > App für Ipad

TurespañaOET Berlín Manuel Butler 18 > On-line Kampagne Brand-Ambassadors Weltberühmte Spanier + Unbekannte E-ambassadors +

TurespañaOET Berlín Manuel Butler 19 > Strategischer Marketingplan > I Need Spain Webseite

TurespañaOET Berlín Manuel Butler 20 > Strategischer Marketingplan > Ineedspain.com: Wikimagazin

TurespañaOET Berlín Manuel Butler 21 GEO.de und TURESPAÑA präsentieren ein gemeinsames eBooklet mit dem Titel Spanien für Entdecker eBooklet umfasst das Gewinnspiel Spanien für Entdecker mit attraktiven Preisen (Spanien-Reisen) Animation: Schatzsuche-Tool mit aufwändiger interaktiver Oberfläche (Karte: Festland Spanien mit Inseln) die User lernen interessante Fakten über die Kulturgeschichte Spaniens und beschäftigen sich mit touristischen Highlights des Landes eBooklet Spanien für Entdecker – mit Schatzsuche-Tool Spanien für Entdecker

TurespañaOET Berlín ¡¡GRACIAS!!