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UK-USA Market Demographics & Trends

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UK-USA Market Demographics & Trends. Alan Waddell Chief Operating Officer The Visit USA Association . VISIT USA – UK ASSOCIATION. WHO WE ARE WHAT WE DO WHERE YOU FIT IN. U.K. Visitors and Spending 1996-2007. Visitors. Visitor Spending. UK – USA Travel Trends Trip Planning.

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uk usa market demographics trends

UK-USA MarketDemographics & Trends

Alan Waddell

Chief Operating Officer

The Visit USA Association

visit usa uk association

VISIT USA – UK ASSOCIATION

WHO WE ARE

WHAT WE DO

WHERE YOU FIT IN

u k visitors and spending 1996 2007
U.K. Visitors and Spending1996-2007

Visitors

Visitor Spending

slide10

UK – USA Travel Trends PC Usage UK vs. Worldwide

(% using PC as information source)

%

leisure activities of key european markets to the u s
LEISURE ACTIVITIES* OF KEY EUROPEAN MARKETS TO THE U.S.

2007

Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries

*Multiple response

size of top shopping markets to the u s
SIZE OF TOP SHOPPING MARKETS TO THE U.S.

2007

Arrivals in Thousands

Total Overseas + Mexico Air

Shopping Market to the U.S.:

20,762

1,088

Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism

Overseas excludes Canada and Mexico

size of top shopping markets to the u s16
SIZE OF TOP SHOPPING MARKETS TO THE U.S.

2007 vs. 2006

Arrivals in Thousands

Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism

Overseas excludes Canada and Mexico

uk usa outlook 2009
UK-USA Outlook 2009
  • Confused situation but some decline likely - outlook still unclear
  • Reluctance to commit to expenditure
  • But main holidays still high priority
  • Short break / discretionary travel at risk
  • Likely to see shorter booking lead times
  • £ decline against $ less than £ against the Euro
  • UK will still be the biggest overseas travel market to the USA – by a fairly large margin
  • UK-USA leisure travel more than 5 times bigger than India & China combined !
the impact of president obama
The Impact of President Obama
  • Positive
  • Differentiates and helps create a good US market backdrop
  • Increases USA awareness
  • However will only generate limited specific travel demand e.g Chicago
long term impact of current downturn
Long Term Impact of Current Downturn ?
  • Historically all depressions reverse over time
  • How long this will take – still unknown – UK’s may take longer than USA
  • Not all market sectors affected equally
  • Some market shift inevitable & will change targets
  • Over time should balance out
promotion of usa shopping dining cultural travel
Promotion of USA Shopping, Dining & Cultural Travel
  • UK figures clear

- Biggest spenders on dining & shopping

- Sightseeing & Culture important

  • Make it easy & available for them

- Packages

- Websites

  • Communicate

- UK representation

- Work with UK tour operators

- Consider reciprocal deals with UK shopping companies

next steps
Next Steps
  • Unless you get involved in a market – it may pass you by
  • Find out and join in !
  • Join Visit USA in the UK!
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Benefits of Visit USA MembershipWebsite - Direct link to Shop America - Your Organisationlisted - Information - Brochures - Hyperlink - Advertising Marketing - Direct Mail Database access - Students - Members - Consumers Publications - Visit USA Travel Planner - Visit USA Online - Visit USA Now - Consumer Electronic Newsletter

slide23

The Cost of Joining Visit USA ? Full Membership - $ 650 Associate Membership - $325For organizations with no UK representation but full access to marketing & websiteJoin On line at www.visitusa.org.ukLOW COST, TARGETTED, RELIABLE UK MARKETING

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