International Campaign - Netherlands
Key Facts:
- 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.
Print:
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.
Fam trips:
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.
Online:
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: elaine.moss@makeityork.com, Tel: 01904 554471.
