market profile denmark - visitbritain · market and trade profile denmark • chapter 1: inbound...

Market and Trade Profile Denmark

Market and

Trade Profile: Denmark

Denmark


• Chapter 1: Inbound market statistics provides insights on key statistics about

Danish travellers and who they are. It takes a look at Britain and its competitive

set as well as activities of Danish visitors in the UK.

• Chapter 2: Understanding the market takes a close look at Danish consumer

trends, booking, planning and further travel behaviour of this source market.

Perceptions of Britain held by Danes are also highlighted.

• Chapter 3: Access and travel trade shows how Danes travel to the UK, how to

best cater for their needs and wants during their stay and gives insights into the

Danish travel trade. Further ways of working with VisitBritain and other useful

research resources are pointed out.

2

Overview


Contents

Chapter 1:

Inbound market statistics

1.1 Key statistics 6

1.2 Visitor demographics 17

1.3 Britain & competitors 21

1.4 Inbound activities 23

Chapter 2:

Understanding the market

2.1 Structural drivers 30

2.2 Consumer trends 34

2.3 Booking and planning 38

2.4 Reaching the consumer 41

Chapter 3:

Access and travel trade

3.1 Access 49

3.2 Travel Trade 53

3.3 Caring for the consumer 57

3.4 Working with VisitBritain 60

3.5 Useful research resources 61

3


Inbound market

statistics

Chapter 1:

4


Chapter summary

• The Danish outbound market is forecasted to account for

more than 11 million trips abroad with at least one overnight

stay by 2020. The UK was the 5th most popular destination

for such trips in 2016.

• Danes rank globally in 30th place for international tourism

expenditure with US$9.2bn.

• Denmark was the 15th largest inbound source market for the

UK for volume and 17th most valuable in 2016.

• The Danish source market has a good seasonal spread with

Q4 (Oct-Dec) and Q2 (Apr-Jun) the strongest quarters for

visits to the UK.

• 92% of departing Danish visitors are either ‘Very’ or

‘Extremely’ likely to recommend Britain for a holiday or short

break.

5

Chapter 1: Inbound market statistics

Source: International Passenger Survey by ONS, Oxford Economics, UNWTO, CAA 2016 based on leisure visitors

2016:£368m

spend in UK


Key insights• Denmark is Britain’s 15th largest source market in terms of

visits and 17th most valuable for visitor spending (2016).

• 42% of spending came from holiday trips and 27% from

business visits in 2016.

• Holiday visits continue to lead in volume. Business visits

from Denmark set a new record in 2016 with 197,000 visits

for this journey purpose.

• London is the leading destination for a trip to Britain but the

South East and Scotland are also popular (based on

average nights spent in the UK in 2014-2016).

• The most popular activities undertaken by Danish travellers

in Britain include dining in restaurants, shopping and going

to the pub, visiting parks and gardens and visiting

museums and art galleries.

6

Chapter 1.1: Key statistics

Source: International Passenger Survey by ONS, Oxford Economics overnight trips

The UK was the5th most popular

destination for Danish outbound

travel (2016)


1.1 Key statistics: global context and 10 year trend

7

Source: International Passenger Survey by ONS, UNWTO, Oxford Economics

Measure 2016

International tourism

expenditure (US$bn)9.2

Global rank for

international tourism

expenditure

30

Number of outbound

overnight visits (m)10.0

Most visited destination Germany

Global context Inbound travel to the UK overview

Measure Visits

(000s)

Nights

(000s)

Spend

(£m)

10 year trend

2007 561 2,626 238

2008 560 2,602 236

2009 614 2,894 300

2010 550 2,883 245

2011 614 2,832 287

2012 636 2,830 303

2013 696 3,111 436

2014 662 2,646 295

2015 756 3,507 356

2016 730 3,689 368

Share of UK total

in 20161.9% 1.3% 1.6%


1.1 Key statistics – volume and value

8

Source: International Passenger Survey by ONS

Measure 2016 Change

vs. 2015

Rank out of

UK top

markets

Visits (000s) 730 -3% 15

Nights (000s) 3,689 5% 16

Spend (£m) 368 4% 17

Inbound volume and value Nights per visit, spend

Averages by

journey purpose

in 2016

Nights

per

visit

Spend

per

night

Spend

per

visit

Holiday 4 £115 £511

Business 2 £203 £499

Visiting Friends/

Relatives6 £53 £340

All visits 5 £100 £505


1.1 Key statistics: journey purpose

9

Journey purpose 2016

Source: International Passenger Survey by ONS; repeat / first time visitors question asked in 2015

• Holidays continue to lead in terms of volume of visits

and in visitor spending. In 2016, 42% of spending

came courtesy of holiday visitors, 27% from business

visits and 15% from visits to friends and/or relatives.

• Business visits from Denmark set a new record for

volume in 2016 with 197,000 visits. Spend by

business visitors was £98m, the third highest year

and not far off the peaks in 2012 and 2013.

• 92% of Danish residents coming to the UK (excl.

expats) for business visits had been to the UK before

as had 90% of those coming to visit friends or

relatives who live in the UK.

42%

27%23%

2%7%

37%

24%

31%

1%6%

0%

10%

20%

30%

40%

50%

60%

Holiday Business VFR Study Misc.

Sh

are

of

vis

its

Journey purpose trend (visits 000s)

• In 2016, 42% of all visits to the UK from Denmark

were made for holiday purposes, followed by 27%

of business visits.

• 78% of holiday visits from Denmark to the UK in

2015 (excl. UK nationals) were made by repeat

visitors. These repeat visitors came on average

between three and four times in the past ten years

(a high visit frequency) and spent £1,888 in the UK

in total whilst the average European holiday repeat

visitor spent £1,626 in the same time frame.

306

197

165

13

49

0

50

100

150

200

250

300

350

400

Holiday Business VFR Study Misc.Denmark All markets


23%

26%24%

27%

20%

27%28%

25%

0%

5%

10%

15%

20%

25%

30%

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Sh

are

of

vis

its

1.1 Key statistics: seasonality

10

Seasonality 2016

Denmark All markets


• In 2016, 27% of visits from Denmark to the UK were

made in the last quarter, closely followed by 26%

between April and June. The summer quarter, which is

high season for many other markets, saw a below

average share of Danish visits with 24%. 23% of visits

from Denmark were made in the first quarter.

• Looking at the seasonality trend over time, there have

been fluctuations in visits over the years but the second

and last quarters seem to have followed a similar

pattern for volume of visits. The volume of visits in the

summer quarter, which had peaked in 2015, has fallen

back behind the latter quarters in 2016.

Seasonality trend (visits 000s)

165

193 173

200

0

50

100

150

200

250

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Jan - Mar Apr - Jun Jul - Sep Oct - Dec


1.1 Key statistics: length of stay and accommodation

11


Accommodation stayed in, 2016

(nights, % share)

• Short trips of 1-3 nights and 4-7 nights are the most

popular duration of stay amongst Danes visiting the

UK.

• Two forms of accommodation dominate the picture

with 42% of Danish visitor nights spent in UK at a

‘hotel/guest house’ and a third spent staying for free

with relatives or friends. Hostel/university/school

accommodation accounted for 13% of Danish visitor

nights in 2016.

Duration of stay trend (visits 000s)

2%

33%

13%

42%

1% 6%3%

Bed & Breakfast Free guest with relatives or friends

Holiday village/Centre Hostel/university/school

Hotel/guest house Other

Own home Paying guest family or friends house

Camping/caravan Rented house/flat

34

352

274

50

20 0

100

200

300

400

Nil nights 1-3 nights 4-7 nights

8-14 nights 15+ nights


1.1 Key statistics: regional spread

Region Nights stayed

(000)

Visits (000)

Total 3,281 716

Scotland (SC) 370 66

Wales (WA) 51 12

Northern Ireland (NI) 8 2

London (LDN) 1,430 392

North East (NE) 120 13

North West (NW) 137 42

Yorkshire (YO) 92 17

West Midlands (WM) 170 26

East Midlands (EM) 47 13

East of England (EoE) 207 46

South West (SW) 167 33

South East (SE) 476 73

Nil nights (Nil) N/A 36

12

Nights (% share,

2014-2016)


Visits to the UK in (2014-2016 average)


1.1 Key statistics: regional spread and top towns and cities

13

Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors

Town Visits (000s, 2012-2016 average)

London 376

Edinburgh 38

Manchester 20

Liverpool 14

Aberdeen 11

Top towns and cities visited • London is the leading destination for a trip to Britain,

accounting for 44% of visitor nights, but South East

and Scotland are also popular based on the average

nights spent in the UK in 2014-2016.

• Danes have a below average propensity to visit rural

and coastal areas of Britain.

• Most of Danish visits (94%) were organised

independently in 2016. 6% of visits from Denmark

were bought as part of a package or an all-inclusive

tour which is less than the all-market average (please

note ONS definition of package holiday on page 16).

• Danish visitors tend to be comfortable with using

public transport with an above-average proportion

using public transport during their stay in the UK.

• The majority of Danish visitors buy their transport

tickets, whether for transport within London or train

tickets, after arriving in Britain rather than booking in

advance. Around one in three Danish visitors buy

airport transfers before their trip and around one in

three during their visit. Hardly any Danish visitors buy

tickets to domestic flights within the UK.

Regional spread (2014-2016)

11%

2%

44% 43%

0%

8%3%

40%

48%

1%

0%

10%

20%

30%

40%

50%

60%

Scotland Wales London Rest OfEngland

NorthernIreland

Sh

are

of

nig

hts

Denmark All markets


1.1 Key statistics: visits to coast, countryside and villages

14

Source: International Passenger Survey by ONS 2016

13%

10%

18%

14%

17%

13%

7%

8%

12%

13%

9%

5%

0% 5% 10% 15% 20%

All journey purposes: Went to countryside or villages

All journey purposes: Went to the coast or beaches

Holiday: Went to countryside or villages

Holiday: Went to the coast or beaches

VFR: Went to countryside or villages

VFR: Went to the coast or beaches

Denmark All markets

Propensity to visit coast, countryside and villages


1.1 Key statistics: use of internal modes of transport

15

Source: International Passenger Survey by ONS, 2013

Propensity to use internal modes of transport

2%

53%

28%

32%

8%

4%

8%

15%

2%

1%

57%

40%

33%

9%

4%

9%

5%

2%

0% 10% 20% 30% 40% 50% 60%

Domestic flight

Bus, Tube, Tram or Metro Train(within town/city)

Train (outside town/city)

Taxi

Public bus/coach (outsidetown/city)

Private coach/minibus (forgroup only)

Hired self-drive car/vehicle

Car/vehicle you/group broughtto the UK

Ferry/boat

Denmark All markets


1.1 Key statistics: purchase of transport and package tours

16

Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors

Transport services purchased before or

during trip (%) Proportion of visits that are bought as part

of a package or all-inclusive tour (2016)

9%

6%

14%

6%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Holiday All journey purposes

Denmark All markets

17%

50%

12%

20%

30%32%

6%

12%

6%

2%

26%

52%

27%

31%36%

29%

24% 25%27%

15%

0%

10%

20%

30%

40%

50%

60%

Pre During Pre During Pre During Pre During Pre During

Transportwithin

London

Train travel Airporttransfer

Coach travel Car hire

Denmark All marketsTo be defined as a package, a trip must be sold at an inclusive price covering both fares to and

from the UK and the cost of at least some accommodation. While some respondents may not know

the separate costs of their fares and their hotel because they bought several air tickets and several

sets of hotel accommodation from their travel agent, the ONS definition of a package is that the

costs cannot be separated.


Visitor characteristics

• Danish business visitors are about three times

as likely to be male than female.

• Most visits from Danish residents to the UK

were made by Danish nationals (84%), 7% by

British nationals.

• Almost four-in-five Danish holiday visitors (excl.

UK nationals) are making a repeat visit to

Britain.

• 92% of departing Danish travellers are either

‘Very’ or ‘Extremely’ likely to recommend Britain

for a holiday or short-break.

• 87% of departing Danes felt ‘Very’ or

‘Extremely’ welcome in Britain.

17

1.2 Visitor demographics

Source: International Passenger Survey by ONS, CAA 2016 based on leisure visitors

92%‘Very’ or

‘Extremely’ likelyto recommend Britain

(2016)


1.2 Visitor demographics: gender and age groups

18


Visitor demographics:

gender ratio of visits from Denmark:

49% female, 51% male

Age group trend

26%

56%63%

40%

20%

51% 56%42%

0%

20%

40%

60%

80%

100%

Business Holiday VFR Misc.

Female (% share of visits by journey purpose)

Denmark All markets

74%

44%37%

60%

80%

49% 44%56%

0%

20%

40%

60%

80%

100%

Business Holiday VFR Misc.

Male (share of visits by journey purpose)

Denmark All markets

35

98

136

173

155

94

41

0

20

40

60

80

100

120

140

160

180

200

2002 2005 2008 2011 2014

Vis

its (

000s)

0 -15 16-24 25-34

35-44 45-54 55-64

65+ Not Known


High

Medium

Low

Visits in 000s | % share of visits

19

1.2 Visitor demographics: origin

Source: International Passenger Survey by ONS, CIA World Factbook 2017

Visits to the UK in (000) 2013

• The largest proportion of Danish visitors to

Britain reside in the region Hovedstaden

which includes Copenhagen.

• The areas in Denmark with the most

inhabitants are coastal areas, particularly

in Copenhagen and the Eastern parts of

Denmark’s mainland. This explains the

smaller share of visitors sourced from

other areas.


1.2 Visitor demographics: welcome and recommending Britain

20

Source: CAA 2016; asked to leisure visitors

Feeling of ‘welcome’ in Britain Likelihood to recommend Britain

45%42%

13%

0% 0%

39%

49%

12%

0% 0%0%

10%

20%

30%

40%

50%

60%

Extremelywelcome

Verywelcome

Quitewelcome

Not verywelcome

Not at allwelcome

Denmark All markets

49%

43%

7%

2%0%

45% 45%

9%

1% 0%0%

10%

20%

30%

40%

50%

60%

Extremelylikely

Very likely Quite likely Not verylikely

Not at alllikely

Denmark All markets


Market size, share and growth potential

• Britain was the 5th most visited destination by

Danish travellers in 2016, behind Sweden,

Germany, Spain and Italy, and ahead of France.

• Forecasts suggest there is the potential for

more than 40% growth in the number of Danish

outbound overnight trips by 2025. The number

of visits to Britain is also forecasted to grow by

a third over the next decade.

• Sweden held a third of the share of Danish

arrivals and remained the most travelled to

destination in 2016. Within the competitor set,

Italy and Germany have seen the strongest

growth in Danish market share since 2011.

• 53% of Danes took domestic summer holidays

in 2016.

21

1.3 Britain and competitors

Source: Oxford Economics (outbound overnight trips), VisitBritain/IPSOS 2016, Jyllands Posten 1 June 2016

Britain ranks 5th

for Danish outbounddestinations by volume

https://jyllands-posten.dk/livsstil/rejser/ECE8718286/hver-anden-dansker-holder-sommerferie-hjemme/


1.3 Britain and competitors

22

Source: Oxford Economics, outbound overnight visits

Britain’s market share of Danish visits

among competitor set

Historic and potential Danish visits to

Britain (000s)

929

0

100

200

300

400

500

600

700

800

900

1,000

1%

5%

9%

10%

10%

7%

21%

37%

1%

5%

8%

9%

10%

11%

23%

33%

0% 10% 20% 30% 40%

Ireland

United States

Norway

France

United Kingdom

Italy

Germany

Sweden

2016 2011


Inbound Britain activities

• Shopping is one of the most popular

activities featuring in many Danish visits.

• Three out of four Danish visitors dine in a

restaurant and 44% visit a pub in Britain.

One in three like to socialise with locals.

• Half of holiday visits involve time in a

park or garden and more than one in four

of them include walks in the countryside.

• Built heritage sites, and especially

museums, are important attractions for

many visitors with 43% of Danish

holidays in Britain featuring a visit.

• More than 34,000 visits per annum

feature time watching football.

• 21% Danish holiday visits went to the

theatre, opera, musical or ballet while in

Britain in 2016, slightly above average.

23

1.4 Inbound activities

Source: International Passenger Survey by ONS, icons based on 2011 and 2016



24

Source: International Passenger Survey by ONS 2016

Propensity to visit museums and

galleries

Propensity to visit built heritage sites

28%

48%

23%

26%

43%

24%

0% 20% 40% 60%

All journeypurposes

Holiday

VFR

Denmark All markets

28%

20%

48%

35%

23%

18%

25%

16%

43%

26%

18%

13%

0% 20% 40% 60%

All journey purposes: visitedcastles/historic houses

All journey purposes: visited religiousbuildings

Holiday: visited castles/historic houses

Holiday: visited religious buildings

VFR: visited castles/historic houses

VFR: visited religious buildings

Denmark All markets



25

Source: International Passenger Survey by ONS 2011 and 2016

Propensity to attend the performing arts Number who watched live football during

their trip (000s)

14%

8%

9%

21%

8%

12%

0% 10% 20% 30%

Holiday: Went to thetheatre/musical/opera/ballet

VFR: Went to thetheatre/musical/opera/ballet

All journey purposes: Went to thetheatre/musical/opera/ballet

Denmark All markets

21.9

1.8

3.9

6.8

0 5 10 15 20 25

Football

Holiday Business VFR Misc.



26

Source: International Passenger Survey by ONS 2007, 2010 and 2016

Propensity to go for a walk Propensity to visit a park or garden

20%

8%

28%

11%

5%

1%

26%

11%

18%

6%

22%

8%

6%

1%

26%

9%

0% 20% 40%

All journey purposes: Walking in thecountryside

All journey purposes: Walking along the coast

VFR: Walking in the countryside

VFR: Walking along the coast

Business: Walking in the countryside

Business: Walking along the coast

Holiday: Walking in the countryside

Holiday: Walking along the coast

Denmark All markets

32%

50%

32%

30%

50%

26%

0% 20% 40% 60%

All journeypurposes: Visitingparks or gardens

Holiday: Visitingparks or gardens

VFR: Visitingparks or gardens

Denmark All markets



27

Source: International Passenger Survey by ONS 2007, 2008, 2011 and 2013

Propensity to go to restaurants, pubs,

night clubs and socialise with locals

Propensity to purchase selected items

(%)

41%

10%

9%

12%

13%

9%

24%

5%

3%

3%

16%

38%

45%

12%

7%

16%

10%

8%

17%

5%

3%

4%

13%

36%

0% 20% 40% 60%

Clothes or Shoes

Personal accessories e.g. jewellery

Bags, purses etc

Cosmetics or toiletries e.g. perfume

Books or stationery

Games, toys or gifts for children

Food or drink

CDs, DVDs, computer games etc

Electrical or electronic items e.g. camera

Items for your home e.g. furnishing

Other holiday souvenir (not mentioned…

None of these

Denmark All markets

45%

34%

61%

12%

31%

15%

49%

50%

36%

70%

14%

53%

50%

62%

44%

32%

74%

9%

37%

22%

66%

51%

31%

87%

10%

42%

44%

59%

0% 50% 100%

All journey purposes: went to pub

All journey purposes: socialising with the locals

All journey purposes: dining in restaurants

All journey purposes: went to bars or night clubs

Business: went to pub

Business: socialising with the locals

Business: dining in restaurants

Holiday: went to pub

Holiday: socialising with the locals

Holiday: dining in restaurants

Holiday: went to bars or night clubs

VFR: went to pub

VFR: socialising with the locals

VFR: dining in restaurants

Denmark All markets


Understanding

the market

Chapter 2:

28


Chapter summary

• Denmark has a population of about 6 million.

• Whilst 16% of Danes did not take overnight trips away from home

in 2015, it is very common for the majority to go on more than one

such trip, indicating that travel is important to them.

• About two in five Danish holiday visitors tend to start thinking about

their trip to Britain as early as half a year in advance or more.

• 39% of holiday bookings to Britain were made within two months of

arrival and 40% booked between three to six months prior to

arrival.

• Friends, family and colleagues are by far the most important

influence on the holiday destination choice.

29

2.Understanding the market

Source: Oxford Economcis, VisitBritain/IPSOS 2016, Flash Eurobarometer 432 by EC 2016

Cultural attractions

Biggest draw for Danish holiday

visitors for choosing Britain


Demographics & society• Population of about 6 million.

• Denmark is a parliamentary constitutional monarchy.

• There are 5 regions: Sjaelland, Hovedstaden, Midtjylland, Syddanmark

and Nordjylland.

• The areas in Denmark with the most inhabitants are coastal areas,

particularly in Copenhagen and the Eastern parts of Denmark‘s

mainland. This explains the smaller share of visitors sourced from other

areas.

• The official language is Danish along with Faroese, Greenlandic (an

Inuit dialect) and German (small minority). English is taught as a second

language. Danes often have a good command of English and expect

and usually enjoy speaking English when in Britain.

• Danish employees are usually entitled to 25 days of annual leave and

there are 9 public holidays per year.

30

2.1 Structural drivers

Source: Oxford Economics, CIA World Factbook 2017

5.7mDanish

population


2.1 Structural drivers: population and economic indicators

31

Source: Oxford Economics, CIA World Factbook 2017

Measure 2016

estimate

Total population 5,721,000

Median age 42

Average annual rate of population

change in 2015 - 20200.4%

Population dynamics

Indicator

(annual growth rate)

2016 2017 2018

Real GDP 1.7% 2.3% 1.9%

Consumer spending 2.1% 2.3% 2.1%

Unemployment rate 4.2% 4.4% 4.4%

Average earnings 0.7% 4.7% 3.3%

Consumer prices 0.3% 1.3% 1.8%

Economic indicators


2.1 Structural drivers: general market overview

32

Source: Bank of England, Oxford Economics, CIA World Factbook 2017

Key demographic and economic data

Measure (2016 data) Denmark Eurozone

Population (m) 5.7 336.8

GDP per capita PPP (US$) 43,712 38,187

Annual average GDP growth

over past decade (%)0.5 0.6

Annual average GDP growth

in 2017 (%)2.3 2.3

General market conditions

• Denmark was Britain’s 15th largest source market in

terms of visits and 17th most valuable for visitor

spending in 2016.

• The Danish economy is expected to have grown

slightly slower than expected in the second half of

2017 but still posts the strongest results in more than

a decade. Consumer confidence continues to be

above the long-term average. Real GDP is forecasted

to grow by 1.9% in 2018. (Oxford Economics)

• The country has a population of about 6 million with a

median age of 42.

• Most people in Denmark are well-educated and enjoy

a very high standard of living with real GDP per capita

in purchasing power parity terms of more than

US$43,700, above the Eurozone average and

forecasted to increase in the years to come.

• Exchange rate: comparing November 2015, when

GBP was very strong vs. DKK, and November 2017,

the cost of GBP was 21% more affordable for Danish

visitors to the UK.


2.1 Structural drivers: exchange rate trends

33

Source. Bank of England

Exchange rate trends (cost of GBP in DKK)

8.00

8.50

9.00

9.50

10.00

10.50

11.00

11.50

12.00

12.50

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Please find the most up-to-date exchange rate trend based on monthly averages at visitbritain.org/visitor-economy-facts.

https://www.visitbritain.org/visitor-economy-facts


• 53% of Danes took domestic summer holidays in 2016.

• The majority of Danes book their holidays online and

are familiar with e-commerce, especially the younger

age groups.

• Danish travellers are very individualist and only 5% of

Danes prefer to travel in groups. 52% prefer “urban

trips” when finding a travel destination.

• Danes tend to be conservative and habitual when it

comes to choosing holiday destinations. Many prefer to

return to destinations they feel they know. This is

particularly true for families with children.

• The sharing economy is a growing trend in Denmark, in

line with other European markets, and the Danes are

familiar with companies like AirBnB and Uber.

34

2.2 Consumer trends

Source: Jyllands-Posten 1 June 2016, Jyllands-Posten 28 December 2016, Jyllands-Posten 26 May 2015, Travellink 2016, Danmarks Radio 3 August 2017

No. 1London is the most

popular city destination among Danes

(2016)

https://jyllands-posten.dk/livsstil/rejser/ECE8718286/hver-anden-dansker-holder-sommerferie-hjemme/

https://jyllands-posten.dk/livsstil/rejser/ECE9254603/redaktoerens-liste-her-rejste-danskerne-paa-ferie-i-2016

https://jyllands-posten.dk/livsstil/rejser/ECE7724000/Danskerne-er-vanedyr-n%C3%A5r-de-v%C3%A6lger-ferie/

https://www.dr.dk/ligetil/danskerne-bruger-deleoekonomi-i-ferien


Travel trends

• Danes have increased their spending on summer

holidays with an average of £1,775 being spent on

them.

• 48% of Danes have holidayed alone, and Danes are

generally very independent travellers.

• Direct flights are a priority for Danes when looking for

and booking a holiday.

• 39% of Danes want to take an ”city break” holiday,

London is the most popular city travel destination for

Danes.

• Danes are most likely to make the booking for their

summer holidays in January and February.

• Searches for short holidays of less than 5 days have

increased greatly as a result of cheap flights. UK is one

of the top destinations for shorter breaks.

• Danes put importance on “flexibility” of travel dates.

• Danes have an increasing tendency to look for

“adventure” compared to a decade ago.

2.2 Consumer trends: overall travel trends

35

Source: Primera Travel Group, Momondo, Thomas Cook, Aarhus Airport, Greens Analyseinstitut,

Nordea

• In 2016, 50% of Danes who travelled to Britain travelled

with their spouse/partner, 24% with other adult family

members, 21% with friends, 12% on their own and 14%

with children under 16.

• Traditional charter holidays are in decline in the Danish

source market with most Danes now organising their

trips independently.


2.2 Consumer trends: motivation and attitudes to holidays

36

Source: Flash Eurobarometer 432 by EC 2016: During 2015, how many times did you travel for professional or personal reasons where you were away from home for a minimum of one night?, Danmarks

Radio 3 August 2017

Number of overnight trips away from home

for all journey purposes (%)

16%17%

13% 13%

17%

14%

9%

0%0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

None 1 2 3 4-5 6-10 10+ DK

• Whilst 16% of Danes did not take overnight trips away from

home, it is very common for the majority to go on more than

one such trip.

Motivation and attitudes to holidays

• The majority of Danes said that they were unlikely to

amend their holiday plans due to the economic situation

(74%) and only 10% said that they go on holidays in

2016 but were likely to spend less (Flash

Eurobarometer 432 by EC). This shows a much lower

impact than the European average.

• The use of the sharing economy is a growing trend in

Denmark in line with other European markets. The

Danes are familiar with companies like AirBnB and Uber

and price is the main reason to choose these services.

Uber has, however, been banned in Denmark which

could impact the readiness to use the company‘s

services abroad.

https://www.dr.dk/ligetil/danskerne-bruger-deleoekonomi-i-ferien


2.2 Consumer trends: reasons for holidays

Main reasons for going

on holiday (%)

37

Reasons to return to the same destination

for a holiday

• Asked for reasons which would make them come back, 45% of

Danes value natural features and about two in five stated cultural

and historical attractions, followed by the quality of the

accommodation and the activities/services available.

• Amongst the main reasons for going on a holiday for

Danish travellers are: sun/beach, visiting

family/friends/relatives, nature and culture followed by

city trips.

39%

13%

27%

12%

31%

26%

38%

9%

36%

7%

25%

12%

33%

33%

33%

10%

0% 20% 40% 60%

Sun/beach

Wellness/Spa/health treatment

City trips

Sport-related activities

Nature

Culture

Visiting family/ friends / relatives

Specific events

Denmark EU28

32%

45%

24%

21%

20%

31%

6%

29%

45%

17%

21%

24%

39%

5%

0% 20% 40% 60%

The quality of the accommodation

The natural features

The general level of prices

How tourists are welcomed

The activities/services available

Cultural and historical attractions

Accessible facilities

Denmark EU28

Source: Flash Eurobarometer 432 by EC 2016: What were your main reasons for going on holiday in 2015? Firstly? And then? and Which of the following would make you go back to the same

place for a holiday? Firstly? And then?


• A large proportion of Danish holiday visitors tend

to start thinking about their trip early with 37%

doing this as early as half a year or more in

advance.

• 40% of bookings were made in the three to six

month window before the arrival to Britain; 39%

of Danish bookings happened within three

months of the trip.

• Danes tend to book their trip further in advance

than many other visitors. Compared to the all-

market average, 10% fewer make their booking

within two months of arrival in Britain.

• Most bookings to Britain were made online;

however, when travel and accommodation are

booked together, about one in ten visitors made

the booking over the phone and only 4% face-to-

face.

38

2.3 Booking and planning

Source: VisitBritain/IPSOS 2016

Over halfof Danish visitors booked their trip at least 3 months

before their arrival in Britain


2.3 Booking and planning: booking channels and ticket sales

39

Source: VisitBritain/IPSOS 2016, base: visitors (online survey)

How trips to Britain were booked Propensity to make a purchase before or

during trip

22%

14%

6%

3%

6%

11%

5% 4%

16%

42%

30%

23% 24%

11%

28%

22%

28%

19%

31%

41%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Pre During Pre During Pre During Pre During Pre During

Theatre /Musical /

Concert tickets

Sporting eventtickets

Guidedsightseeing

tours in London

Guidedsightseeing

tours outside ofLondon

Tickets / passesfor other tourist

attractions

Denmark All markets

• Danish visitors tend to be very comfortable with booking

their trips to Britain online. Almost all Danes booked their

travel (i.e. transport to Britain) on the Internet.

• Only 4% of bookings were made face to face when they

booked a holiday package (i.e. travel and accommodation

combined). This compares to the global average of 26%.

• Prior to trip: Danes are less likely to buy any of the above

items before their trip than the all-market average.

Theatre/musical or concert tickets are the most likely to be

bought in advance of the trip to Britain.

• During the trip: a similar picture is true after arrival in

Britain, with Danes less likely to buy the above products

than the average visitor. Tickets / passes for other tourist

attractions are by some distance the mostly likely to be

purchased here.

92%

75%82%

2%

2%4%

4%

2%

11%16%

3%6%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Travel Accommodation Holiday(travel and

accommodation)

Don’t know

Did not book – stayed with friends / relatives

By phone

Face to face

Online


2.3 Booking and planning: lead-times

40

Source: VisitBritain/IPSOS 2016, base: visitors

Decision lead-time for visiting

Britain

• Almost two in five Danish visitors start thinking early

about their trip to Britain, i.e. half a year or more in

advance of their journey; about one in three did this

three to six months in advance.

• 69% made their decision to travel to Britain at least three

months prior to the actual journey.

• About two in five Danish visitors looked at options and

prices between three and six months ahead of the trip

and 40% also made the booking in the same time

frame. One in four were more spontaneous and looked

at options between one and two months before the trip

and 6% within one month.

• Many Danes book their trip earlier than the average

visitor; compared to the all-market average, 10% fewer

make their booking to Britain within two months of

arrival.

• Most of the Danish visitors who booked travel separately

booked their transport directly with the service provider

(77%). 59% of those who booked accommodation

separately purchased it directly from the

accommodation provider and 34% from a travel

agent/tour operator or travel comparison website.

37%

34%

19%

6%5%

34% 34%

20%

5%7%

21%

41%

25%

6%8%

13%

40%

30%

9% 9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

6+ monthsbefore trip

3-6 monthsbefore

1-2 monthsbefore

Less than 1month before

Don't know

% starting to think about trip at each stage

% deciding on the destination at each stage

% looking at options/prices at each stage

% booking the trip at each stage


• The most influential information source for Danes

when making a holiday destination choice is, by

far, friends, family and colleagues followed by

price comparison websites and information from

search engines. Travel agent or tour operator

websites and talking to friends and family on

social networks also feature among some of the

most important influences on where to go for a

holiday.

• Whilst online sources are popular for researching

and making a destination choice, about one in

five Danes state that they also consult a travel

guidebook, travel features and special deals in

magazines, newspapers or on TV.

• About 80% of Danes watch an average of 2

hours of TV per day (below the European

average) and 92% of Danes tune in to the radio.

41

2.4 Reaching the consumer and perceptions of Britain

Sources: VisitBritain/IPSOS 2016 (adjusted data), DR Medieforskning


Biggest draw for Danish holiday visitors for choosing Britain


Broadcast media• Public service television Danmarks Radio broadcasts

through 6 main channels: DR1, DR2 (Documentary),

DR3 (Young Adult), DRK (Culture), DRUltra (Teens) and

DRRamasjang (Children), which make up about 36% of

the Danish television market.

• Main commercial TV channels: TV2 (37% market share

in 2016), MTG (10%), Discovery Networks (10%).

• About 80% of all Danes watch television daily (average of

2.5 hours). Compared to other European countries,

Danes spend less time watching traditional television.

• Danmarks Radio is the dominant player with 75% share

of the radio audience market. 3 national channels: P1/P2

(news, culture and public affairs), P3 (Youth) and P4

(Pop Music + regional target 40+) along with many DAB

digital niche stations; New public channel Radio24syv

(talk radio); Local commercial radio: Bauer Media +

Jysk/Fynske Medier.

• On average, 92% of the population tune in to the radio –

whilst this proportion has been stable, the average time

spent listening has declined to a daily average of 2 hours

in 2016. Potential reasons are music streaming services

such as Spotify and digital consumption (Podcast format).

2.4 Reaching the consumer: broadcast media, radio and papers

Sources: DR Medieforskning, TNS Gallup, Danmarks Statistik

Radio

Newspapers• 46% of adults in Denmark read at least one newspaper a

day, a number in steep decline with only 17% of people

under 30 reading print.

• There are about 120 printed papers in Denmark, almost

all with an online edition. Roughly 80 are published only

once or twice a week with a low circulation.

• The biggest dailies are Politiken (Biggest newspaper in

Denmark), Jyllands-Posten, Børsen & Berlingske

Tidende. The tabloids: EkstraBladet and BT. Both

published daily with focus on entertainment, sports,

culture and opinion pieces.

• Regional and local subscription morning papers:

published at least 3x/week with the biggest being

JydskeVestkysten, Sjællandsgruppen and

SjællandskeMedier.

• Low frequency papers published 1x or 2x/week include

local papers in the metropolitan areas and small regional

and local papers.

• Freely distributed newspapers: around 100, distributed

often on weekly basis, the biggest is MX distributed

5x/week. (Now part of BT as BTMX).

• Many of the newspapers have travel sections e.g.

Politiken publishes a travel section every Saturday.


Magazines• Many Danish magazines are beginning to transform from

paper based to digital with applications such as Flipp,

Pling and Wype providing a digital subscription model to

read magazines and periodicals on digital devices.

• Aller is the largest conglomerate of magazines with a

71% market share on weekly magazines and a 22%

share on monthly editions. 2.6 million Danes read an

Aller magazine once a month. Other big players are

Egmont and Benjamin.

• Vagabond is currently the only dedicated travel-only

magazine in Denmark, although many lifestyle

magazines have travel sections.

• Many unions still print magazines for their members, and

there is no data available for the amount of niche

magazines.

Online media• The Internet is now seen as the most important information

source for Danes ahead of TV, daily newspapers and radio.

• Social Media: 64% of Danes use Facebook daily, with the

numbers increasing as well for Snapchat (19%), Instagram

(17%) and Twitter (5%) amongst others.

• Mobile Internet: Since 2011, the split between people using

their PC and mobile for internet usage has changed

dramatically. From a 72%:20% PC:mobile split, now 65% of

Danes use a PC and 64% use a mobile phone for Internet

browsing.

• Streaming gaining steam: In 2016, 2 out of 5 Danes

streamed entertainment weekly. The young especially

prefer Youtube over traditional TV with 80% of 15-29 year

olds watching the service every day (65% for streaming and

52% for traditional TV).

• Social Media becoming a news source: 56% of 12-29 year

old gets their news from Facebook, ranking it ahead of

radio, web and newspapers.

2.4 Reaching the consumer: magazines and online media

Sources: Aller, Bladkiosken.dk, DR Medieforskning


19%

20%

23%

25%

29%

29%

30%

39%

44%

5%

6%

10%

12%

17%

49%

18%

24%

35%

0% 20% 40% 60%

Share my own advice or recommendations about visitingwhere I am

Ask for advice on where to go or what to do

To help you plan / decide where to go or what to see orwhat to do

To let people know where I am at a given moment (e.g.checking in on Facebook)

Share with others where you are / what you are doingwhile on holiday

I have not used social media at all on this type of holiday

Look for recommendations for places to eat or drink

To post / upload photos of my holiday

To keep in touch with people at home

Denmark All markets

2.4 Reaching the consumer: social media on holiday

44

Source: VisitBritain/IPSOS 2016, base: all respondents: Have you used social media in any of the following

ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)?

Use of social media on holiday • The social media channels most used in the Danish

market are Facebook, Youtube, Google+, Instagram,

Snapchat and Twitter.

• Almost half of Danes have not used social media at all

on holidays abroad, which is the highest proportion of

all 20 countries included in the survey. More than one

in three like to keep in touch with people at home.

• 50% like to stay connected whilst they are on holiday

and 51% regard a smartphone as essential whilst they

are on holidays, both below the all market average.

• Although 63% of Danish travellers love to take photos

when they are on holiday, this is a lower proportion

than in many other markets, similar to the other

Nordics.

• 57% of Danish travellers have shared holiday photos

online or would like to do so and 29% have shared

holiday video content or would like to do so (lowest

proportion out of all markets). 47% of Danes have

used location technology to find places to visit and a

22% are interested in using it. Only 8% enjoy writing

reviews on social media of places they have been to

on holiday and trust in reviews is lower (34%) than in

most markets.


6%

6%

9%

9%

11%

12%

12%

14%

14%

15%

15%

15%

16%

16%

17%

18%

18%

19%

19%

22%

25%

25%

26%

26%

30%

31%

33%

40%

0%

2%

2%

3%

3%

6%

10%

5%

4%

20%

9%

9%

10%

20%

11%

23%

14%

26%

7%

12%

40%

21%

32%

38%

26%

50%

48%

70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Information in radio adverts

Travel programme on radio

Images / information on billboards / poster adverts

Seeing social media posts from celebrities talking about their holiday destinations

Images / information in TV adverts

Articles on an online encyclopaedia e.g. Wikipedia, Wikitravel

Images / information in adverts in a magazine or newspaper

Travel app

Images or videos from a photo/video sharing social network site

A special offer or price deal you saw advertised offline e.g. in a newspaper, magazine or on TV

Images / information in online adverts

Images or videos your friends or family have posted to social media

Direct advice from a travel agent/tour operator (face-to-face, over the phone)

A travel feature / article in a magazine or newspaper

An official tourist brochure for the country / city / region

An official tourist organisation website or social media site for the country or destination

Travel agent or tour operator brochure

A special offer or price deal you saw advertised online

Travel programme on TV

Travel blogs / forums

Travel agent or tour operator website

A travel guidebook

An accommodation provider/ hotel website

Talking to friends or family in your social network (e.g. via Facebook / Twitter)

Websites providing traveller reviews of destinations [e.g. TripAdvisor]

Looking at prices of holidays/flights on price comparison websites

Information from search engines [e.g. Google]

Talking to friends / relatives / colleagues

Denmark All markets

2.4 Reaching the consumer: influences

45

Source: VisitBritain/IPSOS 2016, base visitors & considerers. Which of the following sources influenced your choice of destination? (Market scores have been adjusted so that the sum of all influences

for each market is equivalent to the global total, to enable meaningful comparisons)

Influences on destination choice


Source: VisitBritain/IPSOS 2016, base: visitors (Market scores have been adjusted so that the sum of all

motivations for each market is equivalent to the global total, to enable meaningful comparisons)

8%

9%

10%

12%

12%

13%

13%

16%

16%

17%

18%

18%

18%

19%

19%

21%

22%

22%

22%

22%

22%

23%

25%

42%

7%

6%

7%

9%

2%

6%

14%

26%

7%

4%

15%

22%

23%

21%

13%

34%

24%

28%

33%

18%

33%

16%

8%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Easy to visit with children

Visit a film/TV location

Watching sport

Cost of staying in the destination

The climate / weather

Wide range of holiday activities

Meeting locals

Easy to get plan/organise

Accommodation (variety & quality)

Security / safety

A good deal

Try local food and drink

Contemporary culture

A mix of old and new

A culture different from own

Ease of getting to the country

Visiting friends or relatives

Somewhere English-spoken

Easy to get around

Countryside/natural beauty

Vibrant cities

Wanted to go somewhere new

Wide variety of places to visit


Denmark All markets

2.4 Perceptions of Britain: motivations

46

Motivations for choosing Britain as a holiday destination


Access and travel

trade

Chapter 3:

47


• Access to Britain is easy. 96% of Danish visits arrive by plane.

• Airline seat capacity from Denmark has increased sharply over

the last few years leading up to 2016 and most flights come in via

the Copenhagen – London corridor.

• SAS and easyJet accounted for almost half of the annual seat

capacity between Denmark and Britain in 2016, closely followed

by Ryanair, and then British Airways and Norwegian Air

International.

• The travel industry in Denmark is made up of charter operators,

business travel and MICE operators, online operators and retail

travel agents. Copenhagen is the hub for most of them; some are

spread across the country, but distances are short.

• The planning cycle varies, so it is possible to do business in

Denmark throughout the year.

• Some operators are pan-Nordic as well, so it is possible to reach

the whole region via a single contact.

48

3. Access and travel trade

Source: Apex Rdc 2016

96%of visits to Britain from

Denmark came by plane in 2016


3.1 Access: key facts

• 96% of Danish visits to the UK were made by

plane. It is a short non-stop flight: usually

between just under 2hrs and 4 hrs flight time,

depending on where in the UK the flight goes

to.

• Annual seat capacity has increased sharply

over the last few years leading up to 2016.

• Most flights come in through the Copenhagen

– London corridor.

• SAS and easyJet accounted for almost half of

the annual seat capacity between Denmark

and Britain in 2016, closely followed by

Ryanair, and then British Airways and

Norwegian Air International.

• Danish visitors departing Britain by air pay

£13 in Air Passenger Duty.

• A very small proportion of Danish inbound

visits came to the UK via the Channel Tunnel

or across the sea in 2016.

49

Almost all Danish

visitors travel to the

UK by plane.

Source: International Passenger Survey by ONS, Apex RdC 2016, non-stop flights only

Measure 2016

Weekly aircraft departures 310

Weekly aircraft seat capacity 47,040

Airports with direct routes in Denmark 7

Airports with direct routes in Britain 16

Access to Britain


3.1 Access: mode of transport

50

Source: International Passenger Survey by ONS, Apex Rdc, non-stop flights only

Visits by mode of transport

704

21 5 0

100200300400500600700800

Vis

its (

000)

Air Sea Tunnel

96%

3% 1%

74%

14% 12%

0%

20%

40%

60%

80%

100%

120%

Air Sea Tunnel

Denmark All markets

Annual share by mode (2016)

Origin airport annual seat capacity

2,446,088

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

2006 2008 2010 2012 2014 2016

Dep

art

ing

seats


3.1 Access: capacity

51

Source: Apex Rdc 2016: non-stop flights only

Destination airport annual seat capacity

Origin airport annual seat capacity

*Other destination airports with less than 2% annual seat share grouped in other: Newcastle, Bristol, London City,

Humberside, Jersey, East Midlands, London Southend, Leeds/Bradford

**Other origin airports with less than 2% annual seat share grouped in other: Aalborg, Esbjerg, Karup, Odense -

Beldringe

88%

9%

2%

1%

Copenhagen Billund Aarhus Other**

28%

21%19%

9%

7%

6%

3%2%2%

London - Heathrow London - Gatwick

London - Luton Manchester International

London - Stansted Edinburgh

Birmingham International Aberdeen

Other*


3.1 Access: capacity

52

Source: Apex Rdc 2016: non-stop flights only

Airline seat capacity by carrier (2016)

26%

23%

20%

16%

13%

2% 1%

SAS easyJet

Ryanair British Airways

Norwegian Air International Norwegian

Other


• The key centre for travel trade is in Copenhagen; there are

some operators scattered across the country but distances

are short. Copenhagen could also be paired with a visit to

neighbouring Malmo if you also cover Sweden.

• The planning cycle varies, so it is possible to do business in

Denmark throughout the year.

• The Danish travel trade can be split into these broad

categories: charter operators, business travel and MICE

operators, online operators and retail travel agents.

• Some operators are pan-Nordic as well, so it is possible to

reach the whole region via a single contact.

• Danish visitors who booked their travel to Britain separately

to accommodation were most likely to book directly with the

airline/train/ferry operator (77%). One in five chose to book

through a travel agent/tour operator/travel comparison

websites. The share of the latter rises to about one in three

of the Danish visitors who booked accommodation stand-

alone and 62% for those who booked a holiday

(accommodation and travel combined).

53

3.2 Travel trade: general overview

Danes value building business

relationships

Source: VisitBritain/IPSOS 2016, base: visitors


3.2 Travel trade: Danish tour operators

54

Source: Largest companies.net

Top Ten Travel Operators

Spies/Thomas Cook

Kilroy International

Amex Global Business Travel

Primera Travel/Bravo Tours

FDM Travel

Vitus Rejser

Stjernegaard

Bengt-Martins

Kipling Travel

Detur

Top ten operators in Denmark in 2015/2016 TOP intermediaries in the Nordic region

Top intermediaries in the Nordic region

KulturRejser (SE/DK)

Albatros Travel

Airtours (SE)

TEMA Resor (Jambo Tours)

RK Travel (mainly SE/NO)

eTraveli

Apollo Travel Group

Jörns Resor

http://www.largestcompanies.com/toplists/sweden/largest-companies-by-turnover/industry/travel-agency-tour-operator-and-other-reservation-service-and-related-activities


3.2 Travel trade: Danish holidays

55

National public holidays in 2018

Public holidays

Date National Holiday

1 January New Year’s Day

29 March Maundy Thursday

30 March Good Friday

1 April Easter Sunday

2 April Easter Monday

27 April Big Prayer Day

10 May Ascension Day

20 May Pentecoast Sunday

21 May Pentecoast Monday

25 December Christmas Day

26 December Second Day of Christmas

Date Local/School

Holiday

Area

Week 7 Winter Holiday All but Nordjylland

Week 8 Winter Holiday Nordjylland

Week 26-32 Summer Holiday

Week 42 Autumn Holiday


3.2 Travel trade: practical information

General practical information:

• Business hours are usually 08.30– 16:30. Lunch breaks

are usually taken in the company canteens.

• When introduced expect to shake hands. Use first names

rather than last names.

• Keep meetings short and have an agenda.

• Follow up quickly on any action points.

• Mid June to mid August can be difficult to arrange

meetings/events etc due to summer school holidays and

long vactions.

• The Danish generally speak excellent English – so

language is not an issue.

Sales calls

The Danish trade structure is consolidated and closely

connected. The big players are carriers and tour operators; 4

major charter tour operators dominate mainstream leisure

travel, while the mid size and niche operators are more

relevant for Britain.

• Danes are not used to hierarchy and tend to be quite

informal, but this does not mean unprofessional.

• Danes are not used to ‘the hard-sell’, so a gentle,

friendly approach will usually work better.

• Danes are generally perceived as being fairly quiet, they

tend to listen and observe before commenting.

• Danes are generally in touch with British current affairs,

humour and culture, so don’t be afraid to bring it into a

discussion.

• Keep in touch with VisitBritain; let us know about your

progress. Regular market intelligence is essential for

our future plans and activities.

• It is also important to note that a significant number of

the key Danish trade attend the VisitBritain’s ExploreGB

workshop & VisitScotland Expo. Please contact

VisitBritain London for details of those attending. Some

operators also visit World Travel Market and ITB.

56

mailto:[email protected]


3.3 Caring for the consumer

57

Language basics

English Danish

Please Vær så venlig / må jeg bede om

Thank you Tak

Yes Ja

No Nej

Sorry! (apology) Undskyld

Excuse me! Undskyld mig

Sorry, I do not speak

Danish.Jeg taler ikke dansk

Caring for the consumer

• Cleanliness is very important. Danes are

used to wooden or tiled floors. Budget

accommodation can be fine, but they are

likely to expect en-suite facilities.

• Danes often are price-conscious and tend to

expect value for money and efficiency.

• Whilst many Danes have good command of

English, signage and information in their

native language can make them feel more

welcome.

Source. International Passenger Survey by ONS 2016


3.3 Caring for the Consumer

58

Caring for the Consumer:

• Danish perceptions of and satisfaction with

British food tend to be on average but due to

exposure through e.g. gastronomy shows

they are aware of food trends in the UK and

Danish visitors are often happy to try them.

• Breakfast in Denmark tends to be taken early

and often is continental breakfast, often rolls

with cheese and ham. A cooked breakfast is

something many Danes will enjoy while on

holiday in Britain, but perhaps not every day.

• At home, lunch is usually a sandwich with a

drink of some kind. A pub lunch is something

many Danish visitors want to experience

during a holiday visit.

• Dinner consists of a hot meal, with either a

starter or a dessert followed by coffee or tea.

• Danes tend to like strong coffee and not being

able to get decent coffee is often a source of

complaint.

• Danes are comfortable with and used to

paying with a credit card while in Britain.


3.3 Caring for the consumer: Danish language tips

59

Language tips for arrival and departure

English Danish

Hello Hej (informal) or Goddag

My name is… Mit navn er

Welcome to Britain Velkommen til Storbritannien

Pleased to meet you! Det glæder mig at møde dig

How are you? Hvordan går det?

Enjoy your visit! Nyd jeres besøg

Goodbye Farvel

Did you enjoy your visit? Nød I jeres besøg?

Have a safe journey home! Hav en god rejse hjem

Hope to see you again soon! Håber vi snart ses igen


We can help you extend your reach

through:• Digital and social media such as through

Twitter, our Facebook page – Love GREAT

Britain, or Pinterest.

• Press and PR by sending us your newsworthy

stories or hosting our journalists and broadcast

crew

• Leisure, and the business travel trade via our

programme of sales missions, workshops and

exhibitions or promotion to our qualified

Britagents and supplier directory

• Print advertising in targeted media/Britain

supplements

• Retailing your product through the VisitBritain

shop

• Or as a major campaign partner

60

3.4 Working with VisitBritain

We are here to support you and look

forward to working with you.

To find out more browse our

opportunity search

(visitbritain.org/opportunities)

or trade website

(trade.visitbritain.com)

or contact the B2B events team

(Email: [email protected])

or campaign partnerships team


or trade support team


http://www.visitbritain.org/opportunities

http://trade.visitbritain.com/en





We have dedicated research and insights

available which include:

• Latest monthly and quarterly data from the

International Passenger Survey by ONS

(visitbritain.org/latest-monthly-data

visitbritain.org/latest-quarterly-data-uk-overall

visitbritain.org/latest-quarterly-data-area)

• Inbound Tourism Trends by Market

visitbritain.org/inbound-tourism-trends

• Sector-specific research

visitbritain.org/sector-specifc-research

• 2017 Inbound Tourism Forecast

visitbritain.org/forecast

• Britain‘s competitiveness

visitbritain.org/britains-competitiveness

61

3.5 Useful research resources



To find out more about Denmark or other

inbound markets browse

our markets & segments pages or

(visitbritain.org/markets-segments)

our inbound research & insights or

(visitbritain.org/inbound-research-insights)

contact us directly


https://www.visitbritain.org/latest-monthly-data

https://www.visitbritain.org/latest-quarterly-data-uk-overall

https://www.visitbritain.org/latest-monthly-data



https://www.visitbritain.org/inbound-tourism-trends

https://www.visitbritain.org/sector-specific-research

https://www.visitbritain.org/forecast

https://www.visitbritain.org/britains-competitiveness

https://www.visitbritain.org/markets-segments

https://www.visitbritain.org/inbound-research-insights



We have dedicated research and insights

available which include:

• Planning, decision-making and booking cycle of

international leisure visitors to Britain

visitbritain.org/understanding-international-

visitors

• Technology and social media

visitbritain.org/understanding-international-

visitors

• Gateways in England, insights on overseas

visitors to England's regions, participation in

leisure activities, multi-destination trips and

more

visitbritain.org/visitor-characteristics-and-

behaviour

62

3.5 Useful market-specific research resources



To find out more about Denmark or other

inbound markets browse

our markets & segments pages or

(visitbritain.org/markets-segments)

our inbound research & insights or

(visitbritain.org/inbound-research-insights)

contact us directly


https://www.visitbritain.org/understanding-international-visitors

https://www.visitbritain.org/understanding-international-visitors

https://www.visitbritain.org/visitor-characteristics-and-behaviour

https://www.visitbritain.org/markets-segments

https://www.visitbritain.org/inbound-research-insights



Market and

Trade Profile: Denmark

December 2017

market profile denmark - visitbritain · market and trade profile denmark • chapter 1: inbound...

Documents