2a1a United Kingdom 2006 Powerpoint Presentation

U.K. Travel to the U.S.A.: 

An overview U.K. Travel to the U.S.A.

The U.K. is the number one overseas market for arrivals to the U.S.A.: 

The U.K. is the number one overseas market for arrivals to the U.S.A. 4.4 Million in 2005 – 1% rise over 2004 4.4 million projected for 2006, but recent terrorist scare in U.K. could impact on late bookings market to the U.S. U.K. visitors to U.S.A. contributed over $10 billion to the local economy in 2005 U.K. most resilient market – nothing stops the U.K. traveler – historically, travel is in our veins U.S.A. number one long-haul destination for U.K. visitors, but worth noting 13 million U.K. visitors go to Spain Exchange rate is an important factor in vacation decision process – currently very much in favor of the £ sterling, – U.S. still perceived as good value, but so are many other destinations - remember competition is fierce

The U.K. is the number one overseas market for arrivals to the U.S.A.: 

The U.K. is the number one overseas market for arrivals to the U.S.A. U.K. travelers stay, on average, 13 nights With an average of 4 weeks vacation time, more U.K. travelers are taking long-haul breaks There are over 900 direct transatlantic flights each week Competitive airfares, affordable…although fuel tax a nuisance Security not perceived as a barrier to travel The winter 2005/2006 $3.8 million marketing campaign extremely effective, creating greater awareness of the diversity of products the U.S.A. offers This followed the successful $ 6million winter 2004/2005 campaign that used the theme “You’ve seen the films, Now visit the set” Majority of U.K. travelers enter the U.S.A. under the Visa Waiver Program

Popular Niche Markets for the U.K. traveler: 

Popular Niche Markets for the U.K. traveler Shopping (definitely number 1) Outdoor Activities (hiking/biking) History (Civil War popular) & Culture National and State Parks Beaches Golf

Most popular U.S. cities visited by U.K. travelers in 2005: 

Most popular U.S. cities visited by U.K. travelers in 2005 New York 1,169,000 26.9% Orlando 1,060,000 24.4% Las Vegas 439,000 10.1% San Francisco 408,000 9.4% Los Angeles 361,000 8.3% Miami 287,000 6.6% Tampa 239,000 5.5% Boston 165,000 3.8% Washington DC 178,000 4.3%

Most popular States visited by U.K.travelers in 2005: 

Most popular States visited by U.K.travelers in 2005 Florida 1,490,000 34.3% New York 1. 208,000 27.8% California 778,000 17.9% Nevada 448,000 10.3% Massachusetts 196,000 4.5% Illinois 165,000 3.8% Hawaii 104,000 2.4%

U.K. frequent traveler trends: 

U.K. frequent traveler trends They are equally at ease with fly-drive, escorted tours or packages, or simply fix their own itineraries They have their specific interests, whether geographic or themed They spend money, but like their comforts There is a slight shift away from the large towns to more open areas, hence increase in popularity of National/State Parks and outdoor activities These are regular visitors who travel to the U.S.A. at least twice a year There is a growing desire to experience the ‘Real America’, Scenic Byways, Historical Sites etc, that offers good potential for all regions

Role of Tour Operators/Travel Agents: 

Role of Tour Operators/Travel Agents Tour operators pivotal – harmony between high-street agents and operators vital Consumers still rely to great extent on face-to-face service from retail agents who carry the operators brochures There is growth in dynamic packaging and on-line element bookings, packages still popular, but declining in favor of on-line bookings Traditional booking time of January/February shifting towards late booking, especially by more independent travelers, who are happy to book individual elements Operators brochures are prepared by July with first editions, published August through October. All deals finalized by late May/early June.

The future: 

The future 2006 is expected to be flat, but advance bookings for 2007 look promising for inbound to the U.S.A. All regions of U.S.A. will struggle to maintain current market share through 2006, especially Florida. Competition for the long-haul traveler will become fiercer, with aggressive marketing of the Far East; watch out for growth in China market, also emerging markets in Eastern Europe; Dubai, Kenya, The Maldives Australia and New Zealand very popular with U.K. travelers in 2005. Shorter trips to the U.S.A , ie 7 days or less predicted, more to East Coast destinations, with focus on shopping U.K. economy steady, should create strong demand especially for short-haul destinations

The U.S. Commercial Service is fortunate to work closely in the U.K. with two specific industry partners:The Visit USA Association (UK) LtdandTravel Industry Association of America (TIA)This ‘Travel Team USA’ as it is loosely called work together on many specific projects, e.g. SeeAmerica Week, or to jointly promote and educate the travel trade and consumer on specific policy changes that affect travel to the U.S.A. eg U.S. VISIT program. The U.S. Commercial Service at the U.S. Embassy in London also spearheads the policy for travel & tourism that is adopted and followed by U.S. Embassies & Consulates throughout Western, Central & Eastern Europe, the Baltic States, Russia and the N.I.S., through its Showcase Europe program. : 

The U.S. Commercial Service is fortunate to work closely in the U.K. with two specific industry partners: The Visit USA Association (UK) Ltd and Travel Industry Association of America (TIA) This ‘Travel Team USA’ as it is loosely called work together on many specific projects, e.g. SeeAmerica Week, or to jointly promote and educate the travel trade and consumer on specific policy changes that affect travel to the U.S.A. eg U.S. VISIT program. The U.S. Commercial Service at the U.S. Embassy in London also spearheads the policy for travel & tourism that is adopted and followed by U.S. Embassies & Consulates throughout Western, Central & Eastern Europe, the Baltic States, Russia and the N.I.S., through its Showcase Europe program.

Competition is extremely tough, so remember…: 

Competition is extremely tough, so remember… Commission – this is vital, operators will expect more than 10% Be visible – partner where possible to support joint PR activities Look at possible marketing opportunities Encourage FAM trips Use local receptives where practical Maintain useful media contact base Support international marketing initiatives

Slide12: 

For further information please contact: Mr. Stewart Gough U.S. Commercial Service U.S. Embassy 24 Grosvenor Square London W1A 1AE United Kingdom Tel: +44 20 7894 0459 Fax: +44 20 7894 0020 Email: stewart.gough@mail.doc.gov Website: www.buyUSA.gov/uk

Slide13: 

For further information on the U.S. Commercial Service in the U.S.A. please contact: Ms. Sandra Necessary Director Santa Fe U.S Export Assistance Center P.O. Box 20003 Santa Fe NM 87504-5003 Tel: 505-231-0075 Fax: 505-827-0211 Email: sandra.necessary@mail.doc.gov