International Campaign - Netherlands
- The Netherlands is Britain’s 6th most important market for visits (8th for spend)
- It is York’s 5th largest international market, (9%), entering the top five for the first time in number of years. Traditionally has featurs in the lower half of the top 10.
- 12% of Dutch visits were bought as part of a package or an all-inclusive tour, twice the all-market averageMore than three quarters of visitors are making a repeat trip to Britain, with two thirds flying into the UK and a quarter crossing the channel (by sea or tunnel)
- 87% of visitors in general are Dutch while 20% of those visiting friends or relatives are British Expats.
- Most visitors live in Noord Holland (capital Amsterdam), Zuid Holland (capital The Hague, and also where Rotterdam is located) and Utrect, contributing 79% of all visitors to the UK between the three regions.
- Buzzseekers and Explorers are VisitBritain’s priority segments
- The top influences in a visiting Britain are word of mouth, information on search engines and accommodation providers’ own websites, with the top motivations being cultural attractions and vibrant cities
- The Dutch rate Britain highly for 'contemporary culture', 'sport', 'historic buildings' and 'cultural heritage' out of 50 countries in 2018
- There is an overall preference for small-scale (family run) hotels with character and traditional decoration and furniture, preferably in a nice countryside village
- British gastropubs are a good option for the Dutch as they enjoy the atmosphere of a traditional pub and food is good value for money
- Having a traditional afternoon tea is often high on the wish list while visiting Britain
- Many Dutch holiday visitors tend to start thinking about their trip early with about one in three doing this as early as half a year or more in advance, but more than half of Dutch bookings happened within two months before the trip.
Partner content will be featured in a Dutch version of the A5 travel trade guide.
These to be distributed at Vakantiebeurs via House of Britain.
Joint fam trip for coach and tour operators in partnership with House of Britain and P&O Ferries.
Working with carriers:
P&O Ferries – Continued campaign with P&O Ferries to ensure York is front of mind.
Ongoing Leeds Bradford International airport / Jet2 liaison for campaign activity in key Dutch cities.
Feeding through to VB Dutch trade e-news and ongoing VY e-news x 2 per annum.
VB are now promoting a new York and Leeds itinerary to their travel trade contacts.
For more information on our marketing activity in the Netherlands, contact Elaine Moss, Trade Manager, Email: firstname.lastname@example.org, Tel: 01904 554471.