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.
UK-USA MarketDemographics & 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 Spending1996-2007 Visitors Visitor Spending
UK – USA Travel Trends Trip Planning mean number of days
UK – USA Travel Trends Air Ticket Booking (mean number of days) mean number of days
UK – USA Travel Trends PC Usage UK vs. Worldwide (% using PC as information source) %
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. 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.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 • 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 • 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 ? • 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 • 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 • Unless you get involved in a market – it may pass you by • Find out and join in ! • Join Visit USA in the UK!
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
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