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Camping and Caravanning Federation

News / Survey 2003 / Press file

Survey of the marketing of tourist products in Languedoc-Roussillon
 

 


  • Type of distribution circuit for the sale of products



    •  
  • Current distribution circuits: how are they judged, how are they changing, towards what clienteles ?



    •  
  • Human resources

    •  

    Type of distribution circuit for the marketing of products

    Internet: 2nd largest method of marketing tourist products
    in Languedoc-Roussillon

    What sort of distribution circuits do you use to market your products?
    Members of the Languedoc-Roussillon tourist industry
    direct to the customer (traditional selling)
    91%
    direct via Internet (on-line or not)
    56%
    Tour operator
    22%
    Professional group and voluntary chain
    27%
    Association circuit or network
    10%
    Central booking system (CRT,CDT, other)
    26%
    Works committees
    13%
    Travel agents
    11%
    Coach companies
    9%
    Others
    13%

    91% of accommodators market direct to the customer, 56% of them do this via the Internet.

     

     

    Internet selling.

    Accommodation

     
    Estate agents
    Hotels Restaurants
    Campsites
    Residential complexes
    Yes
    70%
    65%
    40%
    62%
    No
    28%
    34%
    53%
    37%
    no answer
    2%
    1%
    6%
    1%

    Do you sell via the Internet ?
    No answer
    Yes
    No
     


    How is the Internet used?
    from your shop-window site with a traditional sale
    from your booking / on-line sales site

    For 60 %, the Internet site is still a shop-window:
    on-line booking represents only 40 % .


    What is the share of business achieved by the Internet?
    over 50 %
    20 % to 50 %
    less than 5 %
    5 % to 20 %

    The share of business achieved by the Internet is significant. For 12% of accommodators, 20% of sales come from the Internet.

     


    Satisfaction and the future of the Internet

    73 % of accommodators are satisfied with Internet sales.

    Are you satisfied?
    L.R. tourist industry professionals
    Excellent
    22%
    Good
    51%
    Average
    23%
    Unsatisfactory
    4%

    under 5 %
    5 % to 20 %
    20 % to 50 %
    over 50 %
    Do you think that Internet selling will grow?
    L.R. tourist industry professionals
    Considerably
    59%
    Averagely
    36%
    Not much
    4%
    Not at all
    0%


    The development prospects for this type of marketing are estimated by 95 % to be very positive.

     

     

    The future as seen by the 41% of accommodators who do not use the Internet.
    When do you think you will start to use Internet marketing?
    L.R. tourist industry professionals
    In less than a year's time
    20%
    Within two years
    23%
    Later
    28%
    Never
    20%

    43 % think that they will start to use Internet within the next two years.

    Why don't you use the Internet?
    L.R. tourist industry professionals
    you do not believe in it
    7%
    it is too expensive
    9%
    it is hard to use
    9%
    that frightens you
    3%
    for lack of formation
    23%
    other
    42%
    in 1 to 2 years' time
    later
    in less than a year's time
    never

    Reasons vary: apprehension and a concern about complexity are certainly the result of a lack of training, which, for 35% of professionals, is a considerable barrier to the use of the Internet.
    Advantages
    L.R. tourist industry professionals
    widening of the customers
    65%
    facility of search for a product
    39%
    direct sales development
    30%
    Direct relation to customers
    23%
    effectiveness, speed of the answers
    53%
    other
    3%

    Internet is a whole tool adapted to the widening of the customers (65%) thanks to her effectiveness and to its speed (53%).

    Brakes
    L.R. tourist industry professionals
    weak security of the payments
    45%
    insufficient technical reliability
    14%
    bad identifiaction of the product
    9%
    complexity of the device
    21%
    mistrust of the customers
    32%
    other
    8%

    The weak security of the payments (45%) explains certainly the mistrust of the customers. It is one of the principal brake to the development of Internet.

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