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UK-USA Market Demographics & Trends

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

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  1. UK-USA MarketDemographics & Trends Alan Waddell Chief Operating Officer The Visit USA Association

  2. VISIT USA – UK ASSOCIATION WHO WE ARE WHAT WE DO WHERE YOU FIT IN

  3. U.K. Visitors and Spending1996-2007 Visitors Visitor Spending

  4. UK – USA Travel Trends Trip Planning mean number of days

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

  6. UK – USA Travel Trends How Trip Booked %

  7. UK – USA Travel Trends Information Source %

  8. UK – USA Travel Trends Information Sources %

  9. UK – USA Travel Trends PC Usage UK vs. Worldwide (% using PC as information source) %

  10. UK – USA Travel Trends Package vs. Independent Travel %

  11. Visit USA Website – Site Visitors 2009

  12. WHAT ABOUT THOSE SHOPPERS?

  13. 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

  14. 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

  15. 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

  16. 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 !

  17. 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

  18. 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

  19. 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

  20. 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!

  21. 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

  22. 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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