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JEAN–PHILIPPE PEROL
Director Americas
ATOUT FRANCE

• 78 Suppliers
• 103 Tour Operators
• 13 ATOUT France Staff
• 20 Industry Related Guest, including NTO from
Participants

FRANCE TOURISM DEVELOPMENT AGENCY

Strategic plan worldwide
• Developing high-value segments
• Generating loyalty from strategic clients
• Attracting the ‘global village’ members

Key priorities for the US market
• Renew our image to attract the X
generation and the ‘global village’
members
• Help the great French cities to become
actual destinations for the American
travelers
• Support the TO in developing products

Products with high added value

Languedoc-Roussillon
Rhône Alpes
Alsace
Normandie

Martinique
Tahiti
Guadeloupe
Saint-Martin

Platform of Digital Info-Mediation

French Affairs Awards 2010
• Best Website
• Best Special Interest Offer
• Most Diverse and Extensive Offer
• Best Overseas Offer
• Most Creative Tour Operator on Social Media Network
• Most Active Partner
• Tour Operator of the year (Professionals)
• Tour Operator of the year (Consumers)

SIMON SPINKS
Vice President Commercial
AIR FRANCE – KLM USA

Air France and KLM
Thriving in the New Reality
Simon Spinks
VP Commercial USA - Air France KLM
Oct. 24, 2010

Premium Travel Improving…
But Continues to be a Key Challenge
40
60
80
100
120
140
160
180
Apr-08
May-08
Jun-08
Jul-08
Aug-08
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Total TATL Revenue Premium TATL Revenue
April 2008 = index 100
AF Transatlantic revenue for US point of sale

The Changing Competitive Environment
STAR alliance Low cost
carriers
Middle East
carriers
LCC
long haul
VideoconferencingHigh speed trains

Airline Financial Positions by Region
Source: Bloomberg

Air France KLM Group Financial Results
(in millions
of euros)
2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010
Revenues 19,417 21,448 23,073 24,114 23,970 20,990
Net Income 706 913 891 987 -814 -868

AF KL Performance in the U.S. in 2010:
Exceeding Expectations
2 yrs ago PY Forecast Results
KL
AF
2009

+
+
= SUCCESS
Our Strategy for Thriving – Not just
Surviving

Continuing to Leverage the Air France brand-
“Making the Sky the Best Place on Earth”

Re-launching the KLM Brand in the U.S.-
Refreshingly Genuine”

Investing in and Adapting the Product
Portfolio
World Business Class

Air France Affaires:
The New Long Haul Business Seat

Responding to a Changing Society:
Remaining Relevant and Up-to-Date
1.600.000.000

Using New Media for New Touch Points
On board connectivity/
entertainment
Social Media
Contextualized
kiosk
Mobile
Personal Travel Assistant

AF KL’s Continued Dedication to Industry
Leadership in CSR
First bio-fuel flight
carrying passengers
November 2009
First Transatlantic
”green” flight
April 2010
2004-2010: #1 in the
Airline Sector

Leveraging and Expanding the Joint Venture
Air France KLM Delta + Alitalia

Asia-Pacific
#1
North America
#1
Latin America
#1
Africa
#1
Europe
Mid East
#1
Global Leadership Position with the
Joint Venture

Growth of Air France and KLM presence
in the U.S. & Canada via the Joint Venture
13 gateways/216 AF & KL-operated flights per week from the U.S.

The Joint Venture’s Network Strength
AF+KLM+Delta+Alitalia
•250 flights p/day
•65,000 seats p/day
•25 N.American nonstop destinations (of which 16 served
out of more than 1 European hub)
•31 European nonstop destinations (of which 17 served
out of more than 1 Delta hub)
•32 daily Hub-to-Hub flights, connecting 265 N. American
destinations, 135 European destinations

The Joint Venture’s Positive Results :
1Year Later
Index

Others
21%
DL
19%
AF
4%
KL
3%
AA
9%
BA
9%
UA
12%
LH
10%
CO
6%
US
7%
The Joint Venture’s Market Share :
US to Europe
May – Jul 2010
Point of Sale:U.S.
JV 26.6 %

The Joint Venture’s Flight Frequencies :
Winter 2010 vs. Winter 2009

Latest Route/Service Developments
•New Joint Venture Routes
-Air France
 Orlando-Paris
 Lima-Paris
 A380 Montreal/Paris
-Delta
 London Expansion
 JFK-Reykjavik
•Other : Africa (New Non JV + Increased Service)
 Delta : Atlanta-Luanda
 Air France : Freetown, Monrovia, Tripoli and Bata
 KLM : Kigali to Amsterdam

Tour Operation – year over year market share
growth within the joint venture
POS USA to EUR Oct 09-Aug 10
118
93
113
AF+KL+DL+AZ UA+LH+CO AA+BA+IB
Index

Tour Operators market share weight by airline
grouping
POS USA to EUR Oct 09-Aug 10
AF+KL+DL+AZ
33%
UA+LH+CO
28%
AA+BA+IB
25%
Others
14%

Tour Operator revenue within JV Specialty Sales
47%
7%
9%
9%
28%
others
Cruise
Nikkei
Consolidators
Tour
Operators
$ 1.2 Billion
JV = AF KL DL AZ

Tour Operatorion – Industry top market share by
destination US to Europe
POS USA to EUR OCT09-AUG10
19%
15%
13%
9%
7%
6%
5% 4%
3% 3%
16%
Italy
UK
France
G
erm
any
Spain
Ireland
G
reece
Holland
Hungary
Israel
O
thers
Countries
Weight%

SkyTeam:A Powerful Airline Alliance of
13 Partners, 898 Destinations in 169 Countries,
395 million Passengers, 13,000 Departures Daily
66

Organizational Changes – taking care
of business
Christine Ourmieres VP & GM AFKL USA (NYC) > CEO CityJet
Christian Herzog SVP Americas (PAR) > VP Marketing AFKL (PAR)
Patrick Roux VP Marketing AFKL (PAR) > SVP Americas & GM AFKL USA (NYC)

Organizational Changes – ensuring
continuity of Air France KLM in USA
• Maturing and flourishing partnership with Delta in North America
• Optimizise the AFKL position within the transatlantic joint
venture
• Offer strong localized support to our key business partners
Achieve AFKL revenue and performance indicators and strategic
priorities
• Pursue and safeguard AFKL development and integrity in this
key market
• Leverage AFKL assets while anticipating customers'
expectations by offering them the best products and services

DAVID DOTY
Moderator
PANELS DISCUSSION

KELSEY TOMASCHESKI
Marketing Manager
Europe Express
GREGG MARSTON
President
VTB Bicycling Vacations
JEAN-CHARLES PERINO
Commercial Director
Openskies
MAILO ARSAC
Project Manager
ATOUT FRANCE

PANEL DISCUSSION
FRANCEGUIDE & PUBLICATIONS

GUY GESLIN
Director
Renault USA
MICHELLE DUFFY
Sales Manager
Duvine Adventures
ANNE-FRANCE STEVENSON
President
A-France Hotels
MARIE BACHELIN
Promotion Manager
Normandy Tourist Board
MARGUERITE RICHARDS
Publications Manager
ATOUT FRANCE

FRANCEGUIDE & PUBLICATIONS
CONCLUSION

PANEL DISCUSSION
DESTINATION FRANCE

CINNAMON BROCEAUX
Co-Owner
Five Senses Culinary
CHIPS LINDENMEYR
President
Lindenmeyr Travel
HARRY DALGAARD
President
Avanti Destination
DANIEL ARNOUX
General Manager
Des Hotels et des Iles
CORINNE FOULQUIER
Deputy Director
ATOUT FRANCE

CELIA COENE
Owner
Berra Terra Travel
DOMINIQUE KLEPANDY/ KATIA LARIVIERE
Director/Promotion Manager
Languedoc Roussillon Tourist Board
JANET IRWIN
President
France Encore
JOSE BARREIRO
Advertising Director
Questex
NATHALIE POTO
Leisure Marketing Manager
ATOUT FRANCE

220 actions for a comprehensive
and innovative Marketing Plan
40 campaigns, 9,6 M impressions, 900 000 names added to the CRM,
15 000 requests and brochure downloads, 7 M visitors to the site ,
10,8 M e-news readers, 300 000 Franceguide and 40 000 Franceguide Prestige
distributed, 35000 webzine downloads, French Cocktail Hour, Jeunes Talents in
NYC, LAX and MSY, 200 M email blasts, 15 video blogs Lost in Francelation,
300 000 Professional e-news subscribers , 4 Webinar sessions, Easy Reference
Guide, 1500 certified agents, French Affairs, Red-White-Blue, 6 France events,
on-line surveys, 6 market analysis and forecast newsletters, wine tourism,
cruises and culture campaigns, Luxury travel expo, e-news for youth travel, gay
traveler, Hispanic campaign and seminars, France presence at Cruise Shipping
Miami, 4 French Tuesdays.

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