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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 MarketDemographics & Trends

Alan Waddell

Chief Operating Officer

The Visit USA Association


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VISIT USA – UK ASSOCIATION

WHO WE ARE

WHAT WE DO

WHERE YOU FIT IN


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U.K. Visitors and Spending1996-2007

Visitors

Visitor Spending


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UK – USA Travel Trends Trip Planning

mean number of days


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UK – USA Travel Trends Air Ticket Booking (mean number of days)

mean number of days


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UK – USA Travel Trends How Trip Booked

%


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UK – USA Travel Trends Information Source

%


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UK – USA Travel Trends Information Sources

%


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UK – USA Travel Trends PC Usage UK vs. Worldwide

(% using PC as information source)

%


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UK – USA Travel Trends Package vs. Independent Travel

%




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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


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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


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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


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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 !


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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


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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


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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


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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


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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