Destination
Mongolia
Presentation for Mongolia‘s Ministry of Environment and Tourism
ALTAI MOUNTAINS
© Amadeus IT Group and its affiliates and subsidiaries
22 JANUARY 2021
Destination Mongolia
since 1987
18,600
640+ million
1.8+ billion
8.6 billion
Travel Technology for Travel Agents, Airlines, Airports, Hotels, Destinations
Professionals across 190 countries
Travel Agent Bookings in 2018 using the Amadeus GDS platform
Passengers boarded in 2018 with Amadeus and Navitaire solutions
Travel transactions every day
Founded in 2011, acquired by Amadeus in 2013
Running digital marketing performance campaigns that are specializing in travel
Reaching consumers with travel intention by applying refined targeting
Optimizing conversions using unique data and AI-powered technology​
Converting consumers into visitors and delivering measurable results
Š Amadeus IT Group and its affiliates and subsidiaries |
2
Destination Mongolia
Agenda 1
Actionable Data Insights
2
Build Digital Transformation (DX)
3
Convert Demand into Visitors
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3
Destination Mongolia
Global Travel Insights
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Destination Mongolia
Global Demand (by travel date) 45.0 B 40.0 B 35.0 B 30.0 B 25.0 B 20.0 B 15.0 B 10.0 B 5.0 B 0.0 B
January
February
March
April
May
June 2019 2020
July 2021
August
September
October
November
December
YOY% AFRICA
AMERICAS
ASIA
EUROPE
PACIFIC
2020 vs 2019
-42%
-38%
-50%
-45%
-36%
JAN 21vs JAN 20
-62%
-68%
-83%
-75%
-81% © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Global Seat Capacity 250 M 200 M 150 M 100 M 50 M 0M
January
February
March
April
May
June 2019
July 2020
August
September
October
November
December
2021
YOY% AFRICA
AMERICAS
ASIA
EUROPE
PACIFIC
2020 vs 2019
-55%
-68%
-68%
-55%
-69%
JAN 21vs JAN 20
-54%
-51%
-79%
-68%
-89% © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Mongolia Travel Insights
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Destination Mongolia
World to Mongolia: 2020 Overview Demand, Capacity, Air Passengers, GDS Passengers
DEMAND
71.7 M -54%
LOAD FACTOR
AIR PASSENGERS
97.6 K
GDS PASSENGERS
5.3 K
-83%
-96%
68%
CAPACITY
971 flights (-79%) 143 K seats (-82%) © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
World to Mongolia Demand and Capacity 2018 -2021 YTD
Demand
115.7M 2018
Mongolia Marketshare: Demand
165.5M 71.7M 2019
2020
5.3M
2018
2019
2020
2021-
0.037%
0.043%
0.038%
0.032%
2021- Current
Capacity
Mongolia Marketshare: Capacity 661.8K
788.1K 142.8K
2018
2019
2020
5.2K
2018
2019
2020
2021-Q1
0.028%
0.032%
0.015%
0.002%
2021 - Q1 Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Demand for Mongolia - 2020 Overview
By Travel Date
By Search Date
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Destination Mongolia
Demand 2020: Origin Markets
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Destination Mongolia
Air Connectivity 2020: Direct Flights Airlines Others 16% Mongolian Airlines 46%
Asiana Airlines 5% Turkish Airlines 6% Aeromongolia 7% Korean Air 9%
Hunnu Air 11% Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
2021 Outlook
Ulaanbaatar
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Destination Mongolia
This graph displays a daily evolution of the demand volume by search date. This allows to monitor if the Demand volume is increasing and benchmark it against the average from the last 3 months. Observing gradual volume increase will indicate when to potentially relaunch marketing activities as traveler interest to your destination is growing again.
Global Demand Evolution International Searches to Mongolia by search date
80 K
70 K
vs 3 month average 60 K
50 K
Last 30 days
-17,24%
Last 14 days
-7,09%
40 K
30 K
20 K
10 K
15-Jan
8-Jan
1-Jan
25-Dec
18-Dec
11-Dec
4-Dec
27-Nov
20-Nov
13-Nov
6-Nov
30-Oct
23-Oct
9-Oct
16-Oct
2-Oct
25-Sep
18-Sep
4-Sep
11-Sep
28-Aug
21-Aug
7-Aug
14-Aug
31-Jul
24-Jul
17-Jul
3-Jul
10-Jul
26-Jun
19-Jun
12-Jun
5-Jun
29-May
22-May
15-May
8-May
1-May
24-Apr
17-Apr
10-Apr
3-Apr
27-Mar
20-Mar
13-Mar
6-Mar
28-Feb
21-Feb
7-Feb
14-Feb
31-Jan
24-Jan
17-Jan
10-Jan
3-Jan
0K
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Destination Mongolia
Demand for Mongolia and Competition Destinations Based on Travel Date and Competitive Destinations: Mongolia, Kyrgyzstan, Tajikistan, Turkmenistan
59%
56%
57%
56% 46%
43%
45%
40% 34% 38% 20% 17%
23% 18%
24% 15%
43% 37%
33%
32%
46% 37%
43% 36%
42% 38% 33%
37%
32% 35%
22% 18%
16%
19%
4%
3%
3%
4%
5%
6%
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21 Kyrgyzstan
14%
14%
8%
7%
May-21
Apr-21
Mongolia
12%
14%
7%
5%
7%
Jun-21
Jul-21
13%
Tajikistan
15%
28%
9% 10%
Aug-21
16%
16%
32% 31%
Sep-21
13%
11%
Oct-21
Nov-21
Dec-21
Turkmenistan Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Demand for Mongolia: Marketshare 2019-2021 Competitive Destinations: Mongolia, Kyrgyzstan, Tajikistan, Turkmenistan
45.7%
45.2%
45.7% 43.4%
40.4% 36.9%
36.9% 38.0% 30.9%
34.1% 25.2%
30.7%
33.7% 28.0%
42.9%
42.3%
38.8%
38.5%
36.3%
35.2%
33.4%
34.7%
37.4%
32.0%
28.9% 26.7%
26.7% 23.8%
27.5% 27.4%
20.8% 19.2% 17.2%
18.3% 15.2%
18.8%
January
February
March
April
May
June 2019
July 2020
August
September
October
November
December
2021 Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
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Destination Mongolia
Amadeus Destination X Report
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Destination Mongolia
Amadeus Destination X Report
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Destination Mongolia
Digital transformation
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Destination Mongolia
digitalization the “use of digital technologies to change a business model and provide new revenue and value-producing opportunities�
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Destination Mongolia
Digital Transformation for Mongolia: Project Overview Objective of the study Provide a framework and accelerate the generation of visitors to Mongolia, by leveraging the key components of Digital Transformation, data and digital marketing.
Areas studied GLOBAL TOURISM HIGHLIGHTS
ROLE OF DIGITAL TRANSFORMATION
NEW TECHNOLOGIES
MONGOLIA AS A DESTINATION
DIGITAL TRANSFORMATION PLAYERS
BEST PRACTICES
Short, Mid and Long-Term Recommendations for Mongolia
© Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Benefits of DIGITAL TRANSFORMATION for a Tourism Destination:
ECONOMIC GROWTH
INNOVATIVE SOLUTIONS
INFRASTRACTURE IMPROVEMENTS
New business opportunities, product innovation and market expansion.
New business models, logics and ecosystems; increasing reach and accessibility of new products and experiences
Technology as an enabler for improved travel experiences.
SUSTAINABILITY
DATA DRIVEN DECISIONS
STAKEHOLDER COLLABORATION
Sustainable growth meeting the needs of the visitors and the local people.
Data collection and analysis for strategic planning.
Co-managed tourism by leveraging interactions between sub sectors
© Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Digital Channels
Leadership/Skills/Culture Digital Travel Ecosystem
Travel agencies
Airlines Tour Operators
Hospitality
Mobile
Airports Rail
Destination Activities
Digital Payments Big Data ecosystem Data Driven advertising
New techologies; Mobile positioning, VR, AR, Chatbots,Translation, Blockchain, IoT, Biometric Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Amadeus distribution platform of Tours & Activities • Providing new channels at each
Highly fragmented supply base: ~1 mio suppliers globally
step of the traveler journey increases the reach and revenue of activity providers ~150 Third party booking management systems / channel managers
• DMOs can have a positive impact on the whole industry by improving the RevPAR
• Our unique access to advertising tools enables to target the
Amadeus Destination Experiences Distribution Platform
traveler at each stage of his journey, maximizing the impact on the stay duration
Hotels
OTAs
Trad TAs
Airlines
DMOs
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Destination Mongolia
Booking Flow 1. DMO displays list of recommended activities
2. Visitor choses their preferred activity
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Destination Mongolia
Booking Flow 3. Visitor chooses the date, the number
4. Visitor pays and receives a
of people and the time.
confirmation email
Pay 10,00 ₏ Ajouter au panier Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
DMO product-Backend
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Destination Mongolia
Convert Demand into Visitors
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Destination Mongolia
Methodology: Visitor Journey Sample Consumer: 114G432D-BB43-98CC-7H44-0255GCDAXXX from France
Date
Destination Searched
Action
01.02.2019 10:42
Tashkent
Ad Shown
02.02.2019 18:32
Fergana
03.02.2019 10:56
Fergana
04.01.2019 17:11
Fergana
04.02.2019 18:10
Ulaanbaatar
05.02.2019 20:12
Tashkent
Ad Shown
05.02.2019 20:22
Tashkent
Ad Shown
05.02.2019 20:47
Ulaanbaatar
06.02.2019 21:01
Tashkent
06.02.2019 22:54
Tashkent
06.02.2019 23:17
Tashkent
07.02.2019 20:10
Tashkent
08.02.2019 14:19
Ulaanbaatar
14.02.2019 14:24
Tashkent
Ad Shown
01.03.2019 18:19
Ulaanbaatar
Conversion
Ad Shown
Ad Shown
• We identify users with intention to travel to competing destinations of Mongolia in the inspiration phase; • We impact the target users with our promotion according to the destination of interest;
• We measure the bookings made to the promoted destination. © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Competition in France Destinations most similar to Mongolia in the minds of the French High similarity
Low similarity
Source: travel audience online searches. August 2018
Volume of consumers Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Competing Destinations by Top CTRs Destinations similar to Mongolia in the minds of visitors from France • Competing Destinations with highest Click Through Rates (CTRs): • Nepal: 1.19% • Bhutan: 0.97% • Kazakhstan: 0.86% • Kyrgyzstan: 0.82% • When a consumer is searching for these destinations, they are most likely to click on the banner and convert to Mongolia • Our platform consistently targets these destinations to convert consumers into visitors to Mongolia Sourced from the number of Unique Users (Consumers) reached during the campaign © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Digital Marketing Campaigns Completed in 2019
Awareness Engagement
CTR 0.23%
CTR 0.22%
970x250
300x250
Indicator
France
Russia
Campaign Period
14 Jan - 13 Mar 2019
11 Feb - 12 Apr 2019
Investment
USD 23,197
USD 25,947
USD 49,144
Impressions
2,267,870
2,969,205
5,237,075
Clicks
4,251
12,009
16,260
Click Through Rate (CTR) %
0.32%
0.4%
636
795
Incremental Visitors
Total
1,431 Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
The challenges of today COVID-19 pandemic resulted in unprecedented uncertainty and change across the travel industry.
As we look towards recovery we are presented with the major challenges.
Competition
Challenge Demand
Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Demand for travel during COVID-19 HIGH
Confidence to travel Convenience to travel
LOW
HIGH Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Segmentation of demand for travel during COVID-19
CONFIDENCE
HIGH
LOW
Air Connectivity
Travel Ready
Restriction
Fear CONVENIENCE
HIGH © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
CHALLENGE
During COVID-19 pandemic the competition for visitors has increased, and demand has changed HIGH
Air Connectivity
Travel Ready Increase in search
Direct flights
Destination comparison
CONFIDENCE
Available seats Flight Frequency
Conversion Ready
Border controls
Travel advisories
Health security
Covid-19 cases Insurance
Quarantine
Fear
Restriction LOW
CC O ON N VV EI N N II EE N N CC EE
HIGH Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Demand shifts between the zones HIGH
CONFIDENCE
Air Connectivity
Travel Ready
FR
DE
France
Germany
AU RU Australia Russia
DE
FR
Germany
France
Fear
Restriction LOW
CONVENIENCE
HIGH © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Demand shifts between the zones HIGH
CONFIDENCE
Air Connectivity
Travel Ready
FR
DE
RU
DE
FR
France
Germany
Russia
Germany
France
RU
DE
Russia
Germany
Fear
Restriction LOW
CONVENIENCE
HIGH © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
CHALLENGE
Rebuilding traveler confidence, reassuring about safety and convenience have never been so important like now HIGH
Air Connectivity
Travel Ready Increase in search
Direct flights
Destination comparison
Available seats
Conversion Ready
CONFIDENCE
Flight Frequency
Travel advisories Covid-19 cases Insurance
Promote Events in 2021+
Fear
Restriction LOW
CONVENIENCE
HIGH Š Amadeus IT Group and its affiliates and subsidiaries |
40
Destination Mongolia
SOLUTION
Tracking and understanding demand by using data and stimulating through targeted campaigns grow chances of bringing travelers back HIGH
Air Connectivity
Travel Ready
CONFIDENCE
Demand Conversion
Demand Stimulation Fear
Restriction LOW
CONVENIENCE
HIGH Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
SOLUTION
A recovery strategy from demand stimulation to travel readiness enables effective demand conversion, when the time is right HIGH
Air Connectivity
Travel Ready
CONFIDENCE
Demand Conversion
Demand Stimulation Fear
Restriction LOW
CONVENIENCE
HIGH Š Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
SOLUTION Listen to the data and stay flexible and impactful with the help of multi-channel advertising HIGH
Stimulation
Conversion
CONFIDENCE
Wallpaper
Display
Social Media
Video
B2B Amadeus Travel Agents LOW
Display
CONVENIENCE
HIGH © Amadeus IT Group and its affiliates and subsidiaries |
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Destination Mongolia
Recommendations Actions
Recommendations
Actionable Data Insight
Amadeus Destination Data Suite
Build Digital Transformation (DX)
Digital Transformation Journey
Convert Demand into Visitors
Data Driven Digital Marketing
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Thank you! for further information please contact: Alexander Rayner, Director Government and Destination Relations a.rayner@travelaudience.com Ramon Sanchez, Head of Strategic Partnerships ramon.sanchez@amadeus.com Signe Kraujina, Business Insights Specialist signe.kraujina@amadeus.com
travelaudience.com Š Amadeus IT Group and its affiliates and subsidiaries