Market Analysis “The Diving Jungle”
Italian and German speaking market (Germany, Austria, Switzerland)
1) Identification and Market Positioning of general TOs but with catalogue for diving
for IT market and DE market TUI (in coop with Orca as diving specialist for diving, kite& windsurfing),
for Retailing (offline, our catalogues)
Internet (online)
Analysis of prices, policies (groups, families, individual, product range incl. safaris etc.)
Analysis of Positioning: common points, individual approach,
2) Identification and Market Positioning of TOs specialized in diving
a) Groups
b) Families
c) New market beginner courses
for IT market and DE market
3) Analysis of Forums and Blogs (Marco Daturi)
- Identification (many different ones), market value, positioning,
- Possibilities to use them as marketing tools
for IT and DE market
General Impressions:
The diving sector is still a growing market on international level, new areas are still being developed (Far East and far – EXOTIC – destinations).
Egypt, i.,e. The Red SeaSea, is still considered the cash cow by most Tour Operators (TOs) and Tour Operators specialized in diving activities, though there is a clear tendency to open up to new, exotic, markets. This is due to the fact that The Red Sea is considered a saturated market, with some exception of the NEW SOUTH region Marsa Alam to Berenice.
Classic destinations like SSH and HRG with “price wars”.
The German market is one of the most difficult markets in Europe with high competition, for both RMP and diving. Analyzing German TOs and German specialized TOs turned out extremely intricate, and proposed programmes and services are well developed.
The Italian market is clearly less complicated –and also less developed - than the German market, though no huge discrepancies to be stated as for prices for diving packages on general TO level.
Price comparison between TOs specialized in diving and general TO for one service and between 2 TOs for one service: refer to table / overview at the end of the document.
There seems to be a clear price difference between TOs with own diving catalogues and TOs specialized in diving, the latter ones usually are much more competitive than general TOs.
(can we have some statistics on bookings through eTour?)
Comparison e.g. GoRedSea/eTour and Sub Aqua: difficult situation as real internet rates by Dive Centres do not always correspond to their “official” internet rates. We will never be competitive in such a way. (e.g. Action Sport with hidden webpage for Aquarius DC Makadi Bay proposing dumping prices, lower than our TO prices).
Both markets lack a distinctive promotion of special diving services, for instance TecDiving etc. might be mentioned but not developed (exception of Nitrox which by now is well established and is no longer considered “TecDiving”). The truly specialized fields are in the hands of established clubs, especially British (like Emperor Divers, or Red SeaCollege for SSH, U.S.?).
German Market:The two top TOs specialized in diving are Orca and Sub Aqua, with equal market shares (2005). Sophisticated structure with good and user friendly webpages including online booking system and competitive prices.
The general and specialized TOs on the Italian Market - generally speaking - lack the professional presentation (online) and sophistication of their German partners. “An Italian speaking guide” seems to be one of the key factors when choosing a favourable dive centre.
Remark: it seems that an online booking system for diving services are exclusively offered by TOs who have their own dive clubs: booking process with internally linked software (to be followed up). The others put booking of diving services “On Request”. If this is true, what about eTour?
Statistics for German market: Internet users booking vacation online have generally a better education (at least “Mittlere Reife”) and thus not “mass tourists”. This is probably as well applicable to Italian internet users. (This should be used for eTour in developing medium-up market services).
Possibilities for eTour:
- Development of a sophisticated online booking system including diving services (is this feasible?), especially for the underdeveloped IT market in this area.
- Promotion of uncommon / special diving package such as “family packages” as proposed by TUI (necessary for both markets).
Promotion of “family friendly diving” (not existing as such) - Development of upcoming, trendy specialties TecDiving (feasible?)
1) Identification and Market Positioning of general TOs but with catalogue for diving
List of Italian Market (IT):
General TOs (with catalogues / programmes for diving)(*GORedSea partners)
Alpitour Mar Rosso
Alpitour I Club
Sprintours
Francorosso (The Crab)
Teorema
*Turisanda
*Turchese
*Inviaggi
Minor TOs:
Best Tours Mar Rosso / Egitto
Blue Vacanze
Buon Viaggio
Cisalpina
Eden Viaggi
Eutrotravel
Karambola
Settemari
List of specialized TOs
Albatros Top Diving
Aurora Sub Division
Aquadiving Tours
Banzigo Viaggi (Mr. Diver ?)
Blue Space Diving Travel / Blue Way Dive Travels (Sinai Dive Club ?)
Diving One (safaris)
Diving Tour (TGI Diving)
Compagnia del Mar Rosso (Diving World)
Nosytour (Emperor Divers)
Profondo Blu
Promoworld
Redazione Sub
Scuba Cruise (Marrossoonline)
Scubatour
Ventaglio (Venta Diving) / Columbus
Veratour (Vera)
We will analyse:
GoRedSea partners / retailingTurisanda, Inviaggi, Turchese
Specialized TOsNosytour, Albatros or Venta??
List if German Market (DE):
General TOs (with catalogues / programmes for diving) (all possible GORedSea partners?)
ITS
Jahn Reisen
Neckermann
Thomas Cook Reisen
Tjaereborg
TUI
Minor TOs:
Manta Reisen (CH)
List of Specialized TOs
Action Sport
Extra Divers
Orca
Slow Dive (formerly Orca)
Schöner Tauchen
Sub Aqua
Subex
Schöner Tauchen
Tauchen & Meer
Werner Lau
We will analyse:
General TOsNeckermann, TUI
Specialized TOsOrca Reisen, Sub Aqua, Schöner Tauchen
Cont. 1) Identification/Market Positioning of general TOs but with catalogue for diving
Neckermann
Catalogue SO 07:
has specialized section in their catalogue for diving;
Works with many local DCs in NWC and SWC (total 14 clubs) but special mentioning of / with pe-bookable diving services
-Sub Aqua,QSR Sub Aqua Utopia El Quseir
-Wadi GimalDC Marsa Alam, RMF Wadi Gimal (Shams)
-Werner Lau,TCP Werner Lau
-Venta SSH Venta
Offered packages / particularities: nothing special, the usual services but
-diving packages guided / unguided with Sub Aqua
-Non limit diving house reef packages with Werner Lau
Online:
Startseite Specials Sport etc: no online booking for diving packages possible! Complicated and slow.
Booking form: not available for diving
Packages / particularities: not available
Overall impression: a TO with some promotion in diving services, trying to cover all areas.
TUI(Market Leader in Germany):
in coop with Orca as diving specialist for diving, kite& windsurfing,
Catalogue:
“TUI-Sports Tauchen” (available with Clare), April – Nov 2007:
TUI works with ORCA Reisen for all diving activities.
Under Orca also:
Extra Divers:
RMFBraykaBay Resort and
MAK Makadi Resort and
DAH in Swiss Inn Resort, and
SSH in Hotel Melia Sinai,
HRGBlue Water Dive Resort in Arabella Hotel,
RMFCoraya Divers close to Port Gahlib in CorayaBay,
QSRDucksDiveCenter in MangroveBay Resort,
SOMRobinson Club,
SSHCamel.
Missing areas: TCP, NWB, SAF, HAT, BER
Specials:
Family diving packages (20 dives to be used by max. 5 individual family members)
Diving packages special (over separate days)
Handicapped diving
Promotion of Nitrox
PADI,SSI, CMAS etc.
TUI Swiss
Cooperation with Subex (links with TUI, KUONI, MANTA Reisen, Orca, Hayes & Jarvis)
Online:
Startseite choose your holiday (destination Egypt and special interest Diving) : hotels RMP but without diving packages, only hotels quoted with affiliated dc. , difficult to find a page with diving packages.
Forum Tauchernet: “Buchung und Information in jedem Reisebüro mit dem TUI Zeichen”
Booking form: online booking easy for RMP, but for diving only through travel agent.
Packages / particularities: not available online
Overall impression: a TO with good promotion in diving services, promoting interesting packages.
Cont. 2) Identification/Market Positioning of TOs specialized in diving
German Market
1)Orca Tauchreisen
gained the Tauchen Award more than once
/sg/specials.asp?uid=65295FCE-C74D-4D8B-BE65-3210E56FC3E6&action=GetSpecialsFromRegion&code=redsea
Offline Catalogues: SO 07 and W 06/07 catalogue available
Have own DCs in Egypt under the brand Orca:
DAH Orca Dive Club,
SSH Orca in Na’ama Bay,
GOU Orca Dive Club,
HRG Orca Dive Club ( ? Le Pacha Resort W06),
SAFOrcaVillage Dive Club,
RMF Orca Dive Club Abu Dabab,
HAM Orca Dive Club Hamata,
SOMOrcaDiveClubSomaBay
Work with:
DAH Inmo,
SSH Camel,
SSH SINAI Divers ?? W06/07,
HRG James & MacDC,
HRG Blue Water Dive Resort,
SAF Ducks DC,
QSR Ducks DC,
QSR Subex Red Sea,
RMF Wadi GimalDC,
Missing areas:NWB, TCP, MAK, BER
Annotation: Areas of SAF, BER, Zabargad under ORCA / Thomas Cook
Have own safari boat W06: MY ORCA Beau Rivage (South Tour), MY ORCA Whisper (not available right now)
Online catalogue SO 07
booking Tauchsafaris MY Orca Eternity
Safaris mentioned as first position (have own safari boats), but bookable only thru email as booking request for both types of boats (no instant online booking).
Startseite DestinationsRed Sea is mentioned in first position (divisions: SIN, NWC + SWC)
Specials area RMP incl diving packages
Example:
RMP (F + AC) + Diving Package Zabargad Resort 7 nights + 3 days D package 777 Euros or same services plus OW course 889 euros.
Booking form: sophisticated, online booking mask RMP with choice of diving services only for ORCA dive centers, option to book thru email (booking request for d packages dive centers other than Orca) or instant online booking for RMP and diving services in Orca Dive Centers.
Inividual clubs: Orca Dive Club e.g. Hamata sending booking request directly to dive centre in Hamata
Packages / particularities: not really different from the others, slight emphasis on safaris (north + south, no Sinai, 9 boats online for SO 07 of which 2 in possession).
Overall impression: a specialized and well established TO with professional promotion of diving services. Even if it has no special features/services to promote, this is made up and counter-balanced by itsstrong market position with own dive centres with relatively low prices, covering almost all areas. User-friendly online booking system.
Subaqua Tauchreisen
a) Worldwide (single diving packages online bookable) in EN, DE and FR
b) RMP
a) SubaquaWorldwide
Offers a mix of brand centers and other services all over the world
Offline Catalogues: SO 07 and W 06/07 catalogue available
Have own DCs in Egypt under the brand Subaqua:
2 x MAK Sub AquaDCMakadiBay (Le Meridien + Sunrise Royal M),
QSR Sub AquaDC Utopia,
DAH Sub AquaDC Dahabeya,
Work with:
HRG James & Mac,
SAF Shams SafagaDC,
RMF Wadi Gemal DC, RMF Red SeaDC,
HAM Barracuda DC,
DAH InmoDC,
TCP Werner Lau DC.,
SSH6 hotels, no dc defined (send email for inquiries)
Missing areas:NWB, SOM, BER, SSH (?)
Good choice of safaris (north, south, no Sinai?, 6 boats in SO 07 but online 11 boats)
Sub Aqua Safari Boats: ?
Prices in average 30% below retailers (TUI) compared with Subaqua brand product (catalogue Blue Zone Edition-online).Example:
Diving package 10 days, MakadiBay with Subaqua (own centre): 200 euros
Diving package 10 days, MakadiBay with TUI Extra Divers (Makadi Resort): 375 euros
Online Catalogue SO 07 available (in EN, DE, FR)
Message: 35 years of experience, create and innovate for the need of divers of today and tomorrow, introduction of tec diving
Dive Centers: in first position Egypt (first position) their 4 DCs see above DivePackages Rack Rates on Spot and Prebooking Rate & Booking Booking Form.
The Booking Formis sophisticated, only for diving packages (see below).
No mentioning of their safari boats.
Booking form:
Diving Packages/courses: very sophisticated, online booking mask for diving services only, extensive information on diving prerequisites, mentioning of non-limit diving,
CONTACT/Booking thru Email: gives the client the option to contact / book with
a)directly the dive center on spot
b)SubAquaDiveCenterBookingCenter or\
c)“Your Travel Agent Partner “
Packages / particularities:
Does not come up with really new things. Packages with distinction guided/unguided dives (with specific conditions for experienced divers), mentioning of non-limit diving but no mentioning of Tec diving services in spite of the introductory online presentation.
No RMP bookable online!
b) SubaquaTauchreisen, only in German
is a completely different site!)
Destinations worldwide (map, but first position is Maldives followed by the Red Sea) Egypt SSH Club Sonesta: „Dieses von SUB AQUA ausgewählte Hotel können Sie über unser Online-Reisebüro buchen. Sollten Sie lieber ein individuelles Angebot von SUB AQUA wünschen, oder nur das Tauchpaket buchen wollen, so nutzen Sie bitte folgenden Kontakt: ”, only RMP bookable, but individual diving services directly thru Subaqua by email.
Special offers / special trips / (currently all not working)
Safari boats 14 boats for north/ south cruises
Catalogue Blue Edition (prices in table below)
Overall impression: another specialized and well established TO with professional promotion of diving services. It might not have such a strong market position in Egypt like Orca, but it is certainly better presented in other worldwide destinations. Prices of Subaqua seem to be slightly lower than Orca prices, but also lacks a distinctive promotion of special services. Covers an extensive area of the Red Sea with own and third parties dive centres. Also offers a user-friendly online booking system.
Schöner Tauchen at / ch
Specialized TO aiming at high level clientele, strong position in Switzerland (probably No. 1) with three different webpages for three markets.
Online catalogue: divided in markets Germany – Switzerland – Austria, having a wide range of international (exotic) destinations.
DE catalogue: Clearly state that they are not competitive on RMP, but want to give best services for diver. It is striking how clearly and truthfully describes diving reality (HRG with most dive centres in the world, etc.)
De catalogue with same prices like AT catalogue.
CH catalogue is different!
Quoting first diving safaris with 10 boats, for all destinations, including Heaven Fleet (most expensive).
Price Guarantee: if customer finds a better price for the same service within 14 days of his booking, he will receive the same price or can cancel his reservation.
Destinations in alphabetic order, for Egypt the priority is 1. Hurghada then 2. Marsa Alam and then 3. Sharm el Sheikh (alphabetic order or by priority?).
For DE + AT market: work with (order of appearance and specifically stating that “these dc are professional”):
HATBarakudaLahamiBay
HRG Blue Water Dive Resort (Arabia & Arabella Hotel)
SSH Werner Lau (Royal Paradise-now closed, Grand Azure, Helnan, Grand Oasis
HRG James & Mac (Giftun Village)
DAH Sinai Divers
SSH Sinai Divers
QSR Subex (Hotel?)
RMF Wadi Gemal DC
Particularity: Sinai Diversproposing
- «Sinai Dive Box» = max 10 divers on boat and optional 3rd dive
- «Kombi-Tauchpaket» Dahab – SSH (5 days)
For CH market:
QSR Ducks Diving Centre
QSR Subex (Hotel?)
DAH Nemo Divers
DAH Sinai Divers
SSH Sinai Divers
Not in RMF, HAT, HRG, GOU, SAF, SOM, NWV, TCP-
Booking form:
Packages / particularities:
Cont. 2)
Italian Market
Turisanda
Catalogue SO 07:
Concentrates on very few hotels in SSH, RMF, Berenice and QSR, no real specialized section in their catalogue for diving, just 2 small pages; promotion of other trips”viaggi itineranti”.
Works with 3 local DCs and mention that at least 2 Italian speaking DM is on site:
-BER Baracuda, LahamiBay
-RMF Exra Divers, BraykaBay
-SSH Viaggio nel Blu, Club Reef
Offered packages / particularities: nothing special (diving packages and some beginner courses), safaris on request, but
-All diving services: “Comprendente istruttore parlante italiano” (Italian speaking staff guaranteed)
Online:
Priorities of Destinations, catalogues etc.
Destinazioni (map) Africa Egitto Mar Rosso Speciale Sub (March-Dec 07)Berenice, Marsa Alam, Sharm el Sheikh “Pervisualizzare le quote di partecipazione, consulta il nostro PDF” Pages not accessible,
OfferteSharm el SheikhClub Reef 590 euro in May etc. booking Per informazioni e/o prenotazioni rivolgiti al Tuo consulente di viaggi
Booking form: not available, clients asked to contact travel agent.
Packages / particularities: like online catalogue, see above
Overall impression: a TO with little promotion in diving services.
Inviaggi
Catalogue SO 07:
Concentrates on few hotels in SSH, RMF Hurghada, no specialized section in their catalogue for diving, only mentioning different dive clubs under “Sports and Activity Against Charge”. On the other hand, “Nile Cruises and classic trips” pushed.
Mentioning of Dive Centres without reference to any prices/services for:
-SSH Tropicana Grand Oasis Resort (SharksBay): Werner Lau (“Dive Centre inside the hotel structure with Italian speaking staff.”)
-SSH LTI Grand Azure Resort (Nabq): Sea Soul* (“Representatives of the dive centres will be present at the informative welcome meetings and during official hours”)*
-SSH TropicanaGarden Palms (Na’ama Bay): Sea Soul*
-SSH Tropicana Rosetta (Na’ama Bay): Sea Soul*
-SSH Savita Resort & Spa (SharksBay): Sea Soul*
-SSH Viva Sharm (Um Sid): Sea Soul*
-HRGBeach Albatros Resort: Diving World (8km)*
-HRG Alf Leila Wa Leila: Diving World (10km)*
-HRG Hilton Long Beach: Diving World (15km)*
-RMF Aqua Blu: Diving World (8km)*
-RMFCarneliaBeach Resort: “dive centre”