Message from Chris Thompson ...............................................................3
Geography .....................................................................................................4
Demographics ..............................................................................................4
Economy ........................................................................................................5
Vacation Allocation ....................................................................................6
International Visitation Trends .................................................................8
Travel Trends ................................................................................................9
Traveler Characteristics ........................................................................... 10
Air Travel Information ...............................................................................13
Travel Market ..............................................................................................17
Brand USA Traveler Research ................................................................ 20
Brand USA FY2013/FY2014 Highlights ................................................27
About Brand USA ......................................................................................31
About Black Diamond ..............................................................................31
TABLE OF CONTENTS
About This GuideBrand USA and its representatives from Black Diamond are pleased to present you this guide, which contains a variety of information on the UK and Irish markets. Included is a snapshot of the economy in the United Kingdom and Ireland, as well as important information about the traveler (booking channels, consumer trends, U.S. visitation data, and key travel motivators and indicators).
UK & Ireland Market Information 2014 3
Welcome to WTM
Brand USA – the public-private partnership established to increase international tourism to the U.S. – looks forward to working with you in the United Kingdom and Ireland and welcoming you to WTM. This guidebook will familiarize you with the travel landscape in these important origin markets.
The United Kingdom (and Ireland) is one of three original international markets in which Brand USA launched its initial consumer-advertising campaign in 2012. Today, Brand USA has 12 offices in locations that represent the leading markets for inbound travel to the United States. In addition to the United Kingdom, Brand USA has representation offices in Australia, Brazil, Canada, China, Germany, Hong Kong, India, Japan, Mexico, New Zealand, South Korea, and Taiwan.
Brand USA conducts outreach through U.S. pavilions and international representation in a total of 20 global markets – the source of 90 percent of all international tourism to the United States. Overall, Brand USA has a marketing presence in more than 30 key markets.
I invite you to visit the Brand USA pavilion at WTM to meet with our staff and in-market representatives from the United Kingdom. We can show you how to leverage an array of marketing resources. Together with our partners, Brand USA continues to inspire travelers to “discover this land like never before!”
Best wishes for a great show.
Together, we are marketing the USA!
Chris Thompson President & CEO Brand USA
4 Brand USA www.discoveramerica.com
GeographyUnited KingdomArea
243,610 sq km World Rank: 80thSource: CIA World Factbook
IrelandArea
70,273 sq km World Rank: 120thSource: CIA World Factbook
DemographicsPopulation
United Kingdom63,742,977 (July 2014 est.), World Rank: 23rd
Ireland4,832,765 (July 2014 est.), World Rank: 123rd
United States318,892,103 (July 2014 est.), World Rank: 4th
Source: CIA World Factbook
Major Urban Areas
United KingdomLondon (capital city): 9.005 million
Birmingham: 2.272 million
Manchester: 2.213 million
West Yorkshire (county): 1.625 million
Glasgow: 1.137 million
Newcastle upon Tyne: 874,000 (2011)
IrelandDublin (capital city): 1.121 million (2011)
Source: CIA World Factbook
IRELAND
Dublin
NorthernIreland
Newcastleupon Tyne
Manchester
Birmingham
London
UNITEDKINGDOMGlasgow
Wales
England
Scotland
UK & Ireland Market Information 2014 5
Age Structure
Age USA United Kingdom Ireland
0-14 years 19.4% 17.3% 21.4%15-24 years 13.7% 12.6% 11.9%25-54 years 49.9% 41.0% 44.1%55-64 years 12.6% 11.5% 10.1%65 years and older 13.9% 17.3% 12.1%Median age 37.6 years 40.4 years 35.7 yearsPopulation growth rate (2014 est.) 0.77% 0.54% 1.2%
Source: CIA World Factbook
ClimateThe United Kingdom has a temperate climate. It is moderated by prevailing southwest winds over the North Atlantic Current and more than one-half of the days are overcast.
Ireland has a temperate maritime climate with mild winters and cool summers. It is overcast about half of the time.
EconomyUnited Kingdom
GDP: $2.387 trillion (2013 est.), World Rank 9th
GDP real growth rate: 1.8% (2013 est.)
GDP – per capita: $37,300 (2013 est.)
Unemployment rate: 7.2% (2013 est.)
Inflation rate: 2% (2013 est.)
Source: CIA World Factbook
Ireland
GDP: $190.4 billion (2013 est.), World Rank 59th
GDP real growth rate: 0.6% (2013 est.)
GDP – per capita: $41,300 (2013 est.)
Unemployment rate: 13.5% (2013 est.)
Inflation rate: 0.6% (2013 est.)
Source: CIA World Factbook
6 Brand USA www.discoveramerica.com
Vacation Allocation and Public HolidaysEngland, Wales and Scotland2014December 1 Monday St Andrew’s Day (substitute day)December 25 Thursday Christmas DayDecember 26 Friday Boxing Day
2015January 1 Thursday New Year’s DayJanuary 2 Friday 2nd January (Scotland only)April 3 Friday Good FridayApril 6 Monday Easter Monday (England and Wales only)May 4 Monday Early May bank holidayMay 25 Monday Spring bank holidayAugust 3 Monday Summer bank holiday (Scotland only)August 31 Monday Summer bank holiday (England and Wales only)November 30 Monday St Andrew’s Day (Scotland only)December 25 Friday Christmas DayDecember 26 Saturday Boxing DayDecember 28 Monday Boxing Day bank holiday
Northern Ireland2014December 25 Thursday Christmas DayDecember 26 Friday Boxing Day
2015January 1 Thursday New Year’s DayMarch 17 Tuesday St Patrick’s DayApril 3 Friday Good FridayApril 6 Monday Easter MondayMay 4 Monday Early May bank holidayMay 25 Monday Spring bank holidayJuly 13 Monday Battle of the Boyne (Orangemen’s Day)
(substitute day)August 31 Monday Summer bank holiday December 25 Friday Christmas DayDecember 26 Saturday Boxing DayDecember 28 Monday Boxing Day bank holiday
UK & Ireland Market Information 2014 7
Republic of Ireland2014December 25 Thursday Christmas DayDecember 26 Friday St Stephen’s Day
2015January 1 Thursday New Year’s DayMarch 17 Tuesday St Patrick’s DayApril 6 Monday Easter MondayMay 4 Monday May Day bank holidayJune 1 Monday June bank holidayAugust 3 Monday August bank holidayOctober 26 Monday October bank holidayDecember 25 Friday Christmas DayDecember 26 Saturday St Stephen’s Day
Primary Travel PeriodsFebruary: School break
April: Easter
Summer holidays: Six weeks in July/August; school starts early September
October: School break
Winter Holidays/Christmas: Ski/winter sun
Public School HolidaysSchools are generally broken up in terms, having six terms per year:
Term 1: Early September – late October
Term 2: Early November – late December
Term 3: Early January – mid February
Term 4: Late February – late March/early April
Term 5: Mid April – late May
Term 6: Early June – late July
Between each term, students receive a few days off in which families often plan travel.
8 Brand USA www.discoveramerica.com
International Visitation TrendsInternational Tourism Expenditures 2013, (US$ billion)Top 10 Spenders in International Tourism
0 20 40 60 80 100 120 140
China
United States
Germany
Russian Federation
United Kingdom
France
Canada
Australia
Italy
Brazil
(US$ billion)Source: UNWT, Tourism Highlights, 2014 Edition
International Arrivals to the U.S. 2013 (US$ million)Top 10 Countries Generating Travel to the United States
0 1 million 2 million 3 million 4 million
United Kingdom
Japan
Brazil
Germany
China(Excl. Hong Kong)
France
South Korea
Australia
India
Italy
Source: Office of Travel & Tourism Industries
UK & Ireland Market Information 2014 9
United Kingdom and Ireland Travel TrendsSpending Trends (Exports) – (Millions of U.S. Dollars) – United Kingdom
Year Total Travel & Tourism Exports
Travel Receipts Passenger Fare Receipts
Change (%) in Total Exports
2006 $13,310 $10,946 $2,364 -1
2007 $14,938 $12,120 $2,818 12
2008 $16,716 $13,155 $3,561 12
2009 $11,429 $8,884 $2,545 -32
2010 $11,305 $8,621 $2,684 -1
2011 $11,913 $8,908 $3,005 5
2012 $12,644 $9,486 $3,158 6
2013 $13,715 $10,416 $3,299 8
Change 2013/2006 $405 -$530 $935 3
Source: Office of Travel & Tourism Industries (2013)
Visitation Trends (Arrivals)Thousands of Visitors – United KingdomTotal Arrivals
0
1000
2000
3000
4000
5000
Visitor Trends - Thousands of Visitors – UK
2004 2005 20132012201120102009200820072006
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries
10 Brand USA www.discoveramerica.com
Visitors – IrelandTotal Arrivals (thousands)
0
100
200
300
400
500
600
Visitor Trends - Thousands of Visitors – Ireland
2004 2005 20132012201120102009200820072006
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries
Traveler CharacteristicsMain Purpose of Trip – United Kingdom
Main Purpose of Trip 2012 (percent) 2013 (percent) Point Change
Vacation/Holiday 63 64 0.4
Visit Friends/Relatives 18 18 -0.4
Business 11 11 -0.3
Convention/Conference/Trade Show 5 5 0.3
Education 2 - -
Health Treatment 0.1 - -
Religion/Pilgrimages 0.1 - -
Other 1 - -
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries, United Kingdom Market Profile (2013)
UK & Ireland Market Information 2014 11
All Purposes of Trip – United KingdomPurpose of Trip 2012 (percent) 2013 (percent) Point Change
Vacation/Holiday 72 72 -0.5
Visit Friends/Relatives 28 29 1.9
Business 13 13 0.1
Convention/Conference/Trade Show 6 7 0.3
Education 3 - -
Health Treatment 0.4 - -
Religion/Pilgrimages 0.3 - -
Other 2 - -
Net Purpose of Trip
Leisure & Visit Friends and Relatives 85 84 -0.9
Business & Convention 17 17 -0.1
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries, United Kingdom Market Profile (2013)
Select Traveler Characteristics – United KingdomSelect Traveler Characteristics 2012 2013 Change
Length of Stay in U.S. (mean nights) 14.2 12.9 -1.3
Length of Stay in U.S. (median nights) 10 10 0.0
First International Trip to the U.S. 14 14 0.3
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries (2013)
Activity Participation While in the U.S. – United Kingdom
Activity Participation While in the U.S. 2012 (percent) 2013 (percent) Point Change
Shopping 88 88 -0.3
Sightseeing 81 80 -0.8
Experience Fine Dining 40 39 -0.7
National Parks/Monuments 36 37 1.2
Small Towns/Countryside 34 32 -1.8
Historical Locations 31 31 -0.4
Amusement/Theme Parks 27 30 3.1
Guided Tours 28 30 1.2
Art Gallery/Museum 28 29 0.7
Concert/Play/Musical 20 19 -0.8
12 Brand USA www.discoveramerica.com
Snow Sports 22 - -
Cultural/Ethnic Heritage Sites 15 - -
Nightclubs/ Dancing 13 - -
Sporting Event 12 - -
Camping/Hiking 5 - -
Casino/ Gambling 11 - -
Water Sports 8 - -
Golfing/ Tennis 5 - -
Visit American Indian Communities 4 - -
Hunting/ Fishing 3 - -
Environ./Eco. Excursions 3 - -
Other 2 - -
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries
U.S. Destinations Visited (States, Cities and Regions) – United Kingdom
Visitation to U.S. Destinations/Regions
Market Share 2011 (%)
Volume 2011 (000)
Market Share 2012 (%)
Volume 2012 (000)
Market Share 2013 (%)
Volume 2013 (000)
REGIONS
South Atlantic 38.4 1,473 38.2 1,438 36.0 1,381
Middle Atlantic 32.7 1,254 31.3 1,178 34.0 1,304
Pacific 18.9 725 18.9 711 18.4 706
Mountain 14.7 564 14 527 14.0 537
STATES
New York 28.5 1,093 28.0 1,054 29.6 1,135
Florida 29.6 1,135 28.9 1,088 27.8 1,066
California 17.7 679 17.2 647 17.2 660
Nevada 11.4 437 10.8 406 ** **
CITIES
New York City 27.9 1,070 27.4 1,031 29.1 1,116
Orlando 20 767 19.4 730 19.8 759
Las Vegas 11.1 426 10.5 395 ** **
San Francisco 8 307 ** ** ** **
Los Angeles 9.4 361 ** ** ** **
**Estimate not shown due to sample size fewer than 400 for this year. Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries (2013)
UK & Ireland Market Information 2014 13
Transportation Used in the U.S. – United KingdomTransportation Types Used in the U.S. 2012 (percent) 2013 (percent) Point Change
City Subway/Tram/Bus 32 33 1.1
Company or Private Auto 31 32 0.6
Rented Auto 36 34 -2.2
Taxi/Cab/Limousine 42 43 0.9
Air Travel between U.S. Cities 23 22 -1.6
Ferry/River Taxi/ Short Scenic Cruise 13 13 0.4
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries, Market Profile (2013)
Air Travel InformationTop 10 Foreign Airports (Passenger Traffic to/from U.S.) – Annual 201374.1 million Passengers, 40% of Total International Air Traffic
0
3
6
9
12
15
Vancouver (YVR)
Amsterdam (A
MS)
Incheon (ICT)
Mexico City (MEX)
Cancun (CUN)
Paris/de Gaulle (C
DG)
Frankfurt (FRT)
Tokyo Narita (N
RT)
Toronto (YYZ)
London
Heathrow (LHR)
(Mill
ions
)
Source: U.S. Department of Commerce, International Trade Administration; Office of Travel & Tourism Industries
14 Brand USA www.discoveramerica.com
Non-stop flights from the United Kingdom and Ireland to USA destinations:
Flights to Code Flights from Code Airline name
Atlanta ATL Dublin DUB Delta
Atlanta ATL London Heathrow LHR British Airways
Atlanta ATL London Heathrow LHR Delta
Atlanta ATL Manchester MAN Delta
Austin AUS London Heathrow LHR British Airways
Baltimore BWI London Heathrow LHR British Airways
Boston BOS Dublin DUB Aer Lingus
Boston BOS London Heathrow LHR British Airways
Boston BOS London Heathrow LHR Delta
Boston BOS London Heathrow LHR Virgin Atlantic
Boston BOS Shannon SNN Aer Lingus
Charlotte CLT Dublin DUB U.S. Airways
Charlotte CLT London Heathrow LHR U.S. Airways
Charlotte CLT Manchester MAN U.S. Airways
Chicago O’Hare ORD Dublin DUB Aer Lingus
Chicago O’Hare ORD Dublin DUB American Airlines
Chicago O’Hare ORD Edinburgh EDI United
Chicago O’Hare ORD London Heathrow LHR American Airlines
Chicago O’Hare ORD London Heathrow LHR British Airways
Chicago O’Hare ORD London Heathrow LHR United
Chicago O’Hare ORD London Heathrow LHR Virgin Atlantic
Chicago O’Hare ORD Manchester MAN American Airlines
Chicago O’Hare ORD Shannon SNN United
Dallas/Fort Worth DFW London Heathrow LHR American Airlines
Dallas/Fort Worth DFW London Heathrow LHR British Airways
Denver DEN London Heathrow LHR British Airways
Detroit DTW London Heathrow LHR Delta
Fort Lauderdale FLL London Gatwick LGW Norwegian Air
Houston IAH London Heathrow LHR British Airways
Houston IAH London Heathrow LHR United
Las Vegas LAS London Gatwick LGW British Airways
Las Vegas LAS London Gatwick LGW Virgin Atlantic
Las Vegas LAS London Heathrow LHR British Airways
Las Vegas LAS Manchester MAN American Airlines
Las Vegas LAS Manchester MAN Thomas Cook Airlines
Las Vegas LAS Manchester MAN U.S. Airways
Las Vegas LAS Manchester MAN Virgin Atlantic
UK & Ireland Market Information 2014 15
Los Angeles LAX London Gatwick LGW Norwegian Air
Los Angeles LAX London Heathrow LHR Air New Zealand
Los Angeles LAX London Heathrow LHR American Airlines
Los Angeles LAX London Heathrow LHR British Airways
Los Angeles LAX London Heathrow LHR United
Los Angeles LAX London Heathrow LHR Virgin Atlantic
Miami MIA London Heathrow LHR American Airlines
Miami MIA London Heathrow LHR British Airways
Miami MIA London Heathrow LHR Virgin Atlantic
Minneapolis MSP London Heathrow LHR Delta
New York (JFK) JFK London City LCY British Airways
New York (JFK) JFK London Gatwick LGW Norwegian Air
New York (JFK) JFK London Heathrow LHR American Airlines
New York (JFK) JFK London Heathrow LHR British Airways
New York (JFK) JFK London Heathrow LHR Delta
New York (JFK) JFK London Heathrow LHR Kuwait Airways
New York (JFK) JFK London Heathrow LHR Virgin Atlantic
New York (JFK) JFK Manchester MAN American Airlines
New York (JFK) JFK Manchester MAN Thomas Cook Airlines
New York (JFK) JFK Shannon SNN Aer Lingus
New York (JFK) JFK Shannon SNN Delta
New York Newark EWR Belfast International BFS United
New York Newark EWR Birmingham BHX United
New York Newark EWR Dublin DUB Aer Lingus
New York Newark EWR Dublin DUB American Airlines
New York Newark EWR Dublin DUB Delta
New York Newark EWR Dublin DUB United
New York Newark EWR East Midlands EMA Jet2
New York Newark EWR Edinburgh EDI United
New York Newark EWR Glasgow GLA Jet2
New York Newark EWR Glasgow GLA United
New York Newark EWR Leeds/Bradford LBA Jet2
New York Newark EWR London Heathrow LHR British Airways
New York Newark EWR London Heathrow LHR United
New York Newark EWR London Heathrow LHR Virgin Atlantic
New York Newark EWR Manchester MAN Jet2
New York Newark EWR Manchester MAN United Airlines
New York Newark EWR Newcastle NCL Jet2
New York Newark EWR Shannon SNN United
Orlando International MCO Dublin DUB Aer Lingus
Orlando International MCO Glasgow GLA Thomas Cook Airlines
16 Brand USA www.discoveramerica.com
Orlando International MCO Glasgow GLA U.S. Airways
Orlando International MCO Glasgow GLA Virgin Atlantic
Orlando International MCO London Gatwick LGW British Airways
Orlando International MCO London Gatwick LGW Virgin Atlantic
Orlando International MCO Manchester MAN Virgin Atlantic
Orlando Sanford SFB Birmingham BHX Thomson
Orlando Sanford SFB East Midlands EMA Thomson
Orlando Sanford SFB Glasgow GLA Thomson
Orlando Sanford SFB Newcastle NCL Thomson
Philadelphia PHL Dublin DUB U.S. Airways
Philadelphia PHL Edinburgh EDI U.S. Airways
Philadelphia PHL Manchester MAN U.S. Airways
Philadelphia PHL Glasgow GLA U.S. Airways
Philadelphia PHL London Heathrow LHR British Airways
Philadelphia PHL London Heathrow LHR U.S. Airways
Philadelphia PHL Shannon SNN U.S. Airways
Phoenix PHX London Heathrow LHR British Airways
Raleigh-Durham RDU London Heathrow LHR American Airlines
San Diego SAN London Heathrow LHR British Airways
San Francisco SFO Dublin DUB Aer Lingus
San Francisco SFO London Heathrow LHR British Airways
San Francisco SFO London Heathrow LHR United
San Francisco SFO London Heathrow LHR Virgin Atlantic
Seattle SEA London Heathrow LHR British Airways
Seattle SEA London Heathrow LHR Delta
Tampa TPA Glasgow GLA U.S. Airways
Tampa TPA London Gatwick LGW British Airways
Washington, D.C. (Dulles)
IAD Dublin DUB United
Washington, D.C. (Dulles)
IAD London Heathrow LHR British Airways
Washington, D.C. (Dulles)
IAD London Heathrow LHR United
Washington, D.C. (Dulles)
IAD London Heathrow LHR Virgin Atlantic
Washington, D.C. (Dulles)
IAD Manchester MAN United
UK & Ireland Market Information 2014 17
To launch –• Virgin launching new flight from Belfast to Orlando and Glasgow to
Las Vegas in 2015.
• Last month, Virgin Atlantic announced changes to its network, which included a new daily service between London Heathrow and Detroit, additional daily services to New York JFK and Los Angeles, additional summer services to Atlanta and San Francisco, a second daily service to Miami from London Heathrow in the winter season and a daily service from Manchester to Atlanta (press release attached).
• Icelandair announced it will commence flights from London to Portland, Oregon, from 19 May 2015.
Travel MarketsBrand USA has collaborated with a number of in-market media outlets in conjunction with our partners. These have included joint city guide campaigns for Rhythms of the South and Visit Austin with The Guardian, as well as a high impact multimedia campaign partnership with The Telegraph. The latter partnership is running over 6 months in two bursts - spring (April – June 2014) and fall (September to December). The following results have been taken from mid-campaign research.
Market intel from Rhythms of the South campaign with The GuardianQuestion: The USA is a fresh and exciting destination that provides unique holiday experiences
Strongly agree 52.4%
Agree 36.1%
Neither agree nor disagree 5.1%
Disagree 0.4%
Strongly disagree 6.0%
18 Brand USA www.discoveramerica.com
Question: Music and culture is a key factor in my decision to visit the USA
Strongly agree 42.2%
Agree 36.7%
Neither agree nor disagree 15.4%
Disagree 2.6%
Strongly disagree 3.1%
Market intel from Visit Austin campaign with The Guardian
Question: The USA is a fresh and exciting destination that provides unique holiday experiences
Strongly agree 54.9%
Agree 39.3%
Neither agree nor disagree 5.3%
Disagree 0.2%
Strongly disagree 0.2%
Question: Music and culture is a key factor in my decision to visit the USA
Strongly agree 32.2%
Agree 43%
Neither agree nor disagree 22.3%
Disagree 2.2%
Strongly disagree 0.2%
UK & Ireland Market Information 2014 19
Mid-campaign market research from The Telegraph campaign (Spring 2014)
43% said the campaign had introduced them to areas of the USA that they hadn’t previously considered.
79% of those who recalled the campaign would consider visiting the USA.
Question: To what extent do you agree with the following statements? (any agree)
The features on the USA [as part of the campaign]…Question: To what extent do you agree with the following statements? (any agree)
Increase my interest in the USA
as a holiday destination
Introduced me to areas in the USA
that I hadn’t previously considered
Encouraged me to take a holiday or short break in the USA in the future
Increased the likelihood that I will
recommend a holiday in the USA
to others
24%
28%
43%
34%
Question: You have said that you would consider visiting the USA in the next 2 years. What would you be interested in on a USA holiday?
0 20 40 60 80 100
Outdoor sports/activities
Family
Events & festivals
Shopping
Beaches
Arts & architecture
Food & wine
Great drives
History
Charming towns
Natural wonders
Pre-campaign Mid-campaign
20 Brand USA www.discoveramerica.com
Brand USA Traveler ResearchIn the summer of 2013, Brand USA launched its Global Market Intelligence program. As part of this program, Brand USA commissioned PhoCusWright, Inc. to initially conduct proprietary consumer research in 10 markets around the world (Australia, Canada, China, France, Germany, India, South Korea, Japan, Russia and the UK). Two additional markets were added in 2014 (Brazil and Mexico). Respondents were recruited from an online panel. For markets outside of North America, the results reflect responses from adults who travel outside of their continent for leisure. The objective of the Global Market Intelligence program is to gain insight into travelers’ perceptions of the USA, its competitors, as well as general travel behaviors and preferences.
UK & Ireland Market Information 2014 21
United Kingdom
Top 5 Motivations for Selecting Last Intercontinental Destination
Motivation % Selected
Local Lifestyle 46%
Cultural/Historical Attractions 46%
Beaches/Seaside Attractions 45%
Dining/Gastronomy 31%
Shopping 31%
Top 5 Strongest Impressions of the USA
Impression % Selected
Friendly 48%
Diverse 41%
Energetic 40%
Adventurous 38%
Open-minded 25%
Question: What motivates your desire to visit that destination? Select all that apply. For each of the following countries, select which characteristics, if any, describe it as a holiday destination. Select all that apply. Base: U.K. Intercontinental travelers (N=1,013) Source: Brand USA Custom Study
22 Brand USA www.discoveramerica.com
Destination Decision and Air Booking Windows for Next Intercontinental TripDestination Decision
3%
2%
5%
5%
6%
14%
9%
27%
29%
More than one year
6 to 12 months
3 to 5 months
1 to 2 months
3 to 4 weeks
1 to 2 weeks
2 to 6 days
1 day or less
I did/will not research/decide in advance
Question: How far in advance of your departure date did/will you decide on the destination? Please select one answer for each of the following questions. How far in advance of your departure date did/will you book the travel products for this holiday? Select one option from the drop-down box. Base U.K. Intercontinental travelers (N=1,013) Note: Totals may not add up to 100% due to rounding. Source: Brand USA Custom Study
Air Booking
0%
3%
6%
10%
21%
1%
33%
25%
More than one year
6 to 12 months
3 to 5 months
1 to 2 months
3 to 4 weeks
1 to 2 weeks
2 to 6 days
1 day or less/did notdecide in advance
UK & Ireland Market Information 2014 23
Top 5 Channels Used in Destination Selection for Last Intercontinental Trip
Channels % Selected
Websites via computer or laptop 61%
Personal recommendations from friends/family
33%
Information in printed travel guidebooks
26%
Websites/applications via tablet 24%
Printed publications articles and brochures
21%
Question: What sources of information did/will you use to select the destination for this holiday? Select all that apply. Base U.K. Intercontinental travelers (N=1,013) Source: Brand USA Custom Study
Countries travelers from the United Kingdom would most like to visit
24 Brand USA www.discoveramerica.com
Expected Household Travel Spend for Next Intercontinental Trip
Mean Median
$5,256 $4,274
10%
10%
19%
36%
24%
$10,000+
$7,500-$9,999
$5,000-$7,499
$2,500-$4,999
Less than $2,499
Question: What is the total amount you expect your household to spend on each of the following elements of this holiday? Enter a whole number without the currency Airline tickets/Lodging/Additional trip-related expenses, such as dining, local transportation, souvenirs and local tours. Base U.K. Intercontinental travelers (N=1,013) Note: Totals may not add up to 100% due to rounding. Source: Brand USA Custom Study (Conversion GBP to USD=1.583
Expected Travel Party Size of Next Intercontinental Tripof Next Intercontinental Trip
5+
4
3
2
1 21%
12%
5%
15%
47%
5+
4
3
2
1
Question: How many people in your household will go on this trip? Please count yourself as 1. Base U.K. Intercontinental travelers (N=1,013) Note: Totals may not add up to 100% due to rounding. Source: Brand USA Custom Study
UK & Ireland Market Information 2014 25
Months Traveled (April 2012 – April 2014)
December
November
October
September
August
July
June
May
April
March
February
January 14%
15%
17%
25%
23%24%
28%31%
26%
21%
15%
17%December
November
October
September
August
July
June
May
April
March
February
January
Question: During what month(s) did you take your N holiday(s)? Base: U.K. Intercontinental travelers (N=1,013) Source: Brand USA Custom Study
Destination Interest – Top 10 States
Colorado
Arizona
Nevada
Alaska
Texas
Washington
Hawaii
Florida
New York
California
44%
45%
43%
24%
15%
14%
12%
12%
11%
11%
Question: You indicated in a previous question that you have interest in visiting the U.S. sometime in the future. Which U.S. state(s) are you interested in visiting? Base: U.K. Intercontinental travelers with interest in visiting the United States (N=966) Source: Brand USA Custom Study
26 Brand USA www.discoveramerica.com
Likelihood of Travel to USA
16%
19%
24%
23%
14%
5%Not likely to ever visit
Maybe some timein the distant future
2-5 years from now
1-2 years
6-12 months
In the next 6 months
Question: When, if ever, are you likely to visit the following countries? United States of America. Base U.K. Intercontinental travelers (N=1,013) Source: Brand USA Custom Study
Net Promoter
45%
31%
19%
4%
1%I would bring it up to discouragepeople from travelling there
I would tell people negative thingsabout it if it were brought up
I would tell people neither positive nornegative things if it were brought up
I would tell people positive thingsabout it if it were brought up
I would bring it up torecommend as a destination
Question: United States of America: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries? Base: U.K. Intercontinental travelers (N=1,013) Note: Totals may not add up to 100% due to rounding. Source: Brand USA Custom Study
UK & Ireland Market Information 2014 27
Brand USA Highlights Results to Date and Key Programs for 2014 Brand USA is building on success.• Brand USA is fully deployed (consumer, co-op and trade outreach) in 10 key
markets that generate more than 75% of international visitation (Australia, Brazil, Canada, China, Germany, Japan, Mexico, New Zealand, South Korea and the United Kingdom).
• Every 1 percent increase in travel from these markets fuels the nation’s economy by generating 500,000 additional visitors and $1 billion in international visitor spend a year.
• Brand USA is working directly with the international travel trade in 20 top travel markets and is building the nation’s largest international representation network.
• Brand USA has marketing initiatives in more than 30 key markets.
• Brand USA has more than doubled its partnership program offerings—providing opportunities for organizations of all shapes and sizes and across various industries to participate in the U.S. marketing effort. These program offerings have helped Brand USA double its contributions from FY12 to FY13 and expand its partner base more than three-fold—from 87 core partners in FY12 to 339 in FY13.
• Brand USA has a long-term strategic plan in place to leverage the full momentum of its international marketing efforts.
Brand USA’s international marketing efforts are yielding strong results.• According to a study by Oxford Economics in February 2014, Brand USA’s
marketing efforts have had a 47:1 return on investment and are having a significant and positive impact on the U.S. international arrivals and the U.S. economy.
• As reported in the study, in the eight markets where Brand USA fully deployed its marketing initiatives during 2013 (consumer, co-op, and trade), international arrivals rose an incremental 1.1 million. Those additional visitors spent $3.4 billion on travel-related purchases, infused $7.4 billion into the economy in total spend (direct, indirect and induced), and supported 53,000 new jobs.
• The impact of Brand USA’s efforts extend well beyond the travel industry—supporting job growth in communities large and small across the United States.
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Brand USA enjoys demonstrated strong support from its partners.• Brand USA more than doubled its contributions revenue (from $60 million
in FY12 to $130 million in FY13)—quite an accomplishment for a start-up organization.
• During FY13, Brand USA formed partnerships with 339 organizations who contributed more than $130 million to the nation’s marketing efforts (compared to a core 87 partners in FY12).
• Brand USA has a 97% partnership retention rate.
• Key partnerships include millions of dollars of support from British Airways, the National Football League, Thomas Cook, the nation’s largest hotel companies, leading car-hire organizations, and key DMOs representing destinations in all 50 states, the District of Columbia, and the five U.S. territories.
• Brand USA has partnerships with all key segments of the travel industry. The top three segments are:
> Destination Marketing Organizations, which comprise the largest, or 51%, of Brand USA’s partnership base
> Travel Agents and Tour Operators, which comprise 14% of Brand USA’s partnership base
> Lodging organizations, which comprise 9% of Brand USA’s partnership base.
• Brand USA’s largest destination partner is NYC & Co.
> NYC is both a Founding partner and is a Diamond level partner—recognizing both NYC’s early support of the international marketing effort and its ongoing partnership with Brand USA at the highest contribution level.
Since its inception, Brand USA has significantly expanded each of its marketing efforts in each of the following three areas: • Consumer marketing and advertising
• Co-op marketing programs
• Travel trade outreach
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The Brand USA consumer marketing effort is a fully integrated campaign comprised of broadcast, out of home, print, and social media components. • In FY13, the consumer campaign ran in eight international markets during
peak travel planning periods: Australia, Brazil, Canada, Germany, Brazil, Mexico, South Korea, and the United Kingdom.
• During FY14, the campaign is running in 10 international markets: Australia, Brazil, Canada, China, Germany, Japan, Mexico, South Korea, Taiwan, and the United Kingdom.
• These markets generate nearly 80% of inbound visitation and spend in the United States.
• Based on 2013 visitation and spend levels, every 1 percent increase in travel from these markets will generate 500,000 additional visitors and $1 billion in international visitor spend a year.
• The call to action in the advertising campaign, “Discover this land like never before” and all digital/online components are in the native language of each market.
• The campaign is driving significant increases in intent to travel to the United States (12% in Canada, 14% in Brazil and the United Kingdom in the launch year).
• The consumer campaign is approximately 33% of the overall marketing budget.
The Brand USA partner co-op marketing effort is comprised of nearly 100 co-op program opportunities.• Co-op marketing programs enable Brand USA partners to amplify their
reach internationally and include opportunities to create a direct call to action, drive international travelers to their destinations, attraction, or travel brand—and measure the results of their efforts.
• Program categories include Brand USA Originals, Affinity Programs (OTAs and other travel distribution/publishers), and Market-Specific Opportunities.
> Brand USA Originals include: Discover America Global Inspiration Guides (language-specific guides), Marketing and Advertising Opportunities on DiscoverAmerica.com (Brand USA’s consumer website), Media Planning and Buying (coordinated efforts to amplify international advertising efforts), Custom In-Country Multi-Channel
30 Brand USA www.discoveramerica.com
Programs (print, digital, video, email, radio and television), Media/PR and Travel Trade Outreach (online platforms that enable destinations, attractions and travel brands to connect directly with international journalists and travel professionals), USA Discovery Program (online training tool to educate the international travel trade to sell the diverse destinations and experiences available in the USA).
• The partner co-op marketing effort is approximately 53% of the overall marketing budget.
The Brand USA travel trade marketing effort is comprised of outreach with influential travel trade through international representation offices, training programs, familiarization trips, sales missions and USA Pavilions at influential travel shows. • Brand USA international representatives are extensions of the Brand USA
team in-market and fulfill a variety of functions ranging from traditional trade activities like trade shows and PR communications, to collaborating with U.S. embassies and consulates on projects of mutual interest in order to increase international visitation to the United States.
• In addition, these offices also facilitate ongoing trade and consumer outreach through co-operative marketing efforts with the international travel trade, conducting destination training programs, as well as organizing the nation’s first mega familiarization trips and sales missions that inspire the travel trade to book more trips to the USA.
• Brand USA has expanded its travel trade outreach to 20 markets. This outreach is managed out of 12 offices throughout Europe, the United Kingdom, Latin America, Australia, and Asia.
• These offices promote international travel to the United States from Australia, Austria, Brazil, Canada, China, Germany, Hong Kong, India, Ireland, Japan, Mexico and Central America, New Zealand, South Korea, Switzerland, Taiwan, and the United Kingdom.
• Once fully established, Brand USA will have international representation offices in 18 regions covering over 40 countries. Travel from these markets makes up 93% of inbound visitation to the United States.
• Brand USA is hosting USA pavilions at 24 key travel shows during 2014.
• The international travel trade marketing effort is approximately 14% of the overall marketing budget.
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About Brand USABrand USA is the public-private partnership responsible for promoting the United States as a premier travel destination and communicating U.S. entry/exit policies and procedures. Established by the Travel Promotion Act in 2010, the organization’s mission is to increase international visitation to the United States while working in partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include creating jobs essential to the economy and fostering understanding between people and cultures.
About Black DiamondFounded in 1991, Black Diamond is an experienced full-service agency that has represented 25 United States destinations. Made up of six divisions, including Travel, Television, Events, Management, Digital and Luxury, the London-based company provides trade, marketing, communications, technology, creative, media planning and brand strategy services.
Award-winning Black Diamond brings a fresh and effective perspective, using a rigorous and analytical approach that employs planners and digital strategists alongside staff and consultants with decades of UK travel trade representation and public relations experience.
Contact
Guy Chambers, Managing [email protected]
Jonah Whitaker, Strategy [email protected]
Gerry Boyle, Travel Trade [email protected]
Sarah Barnett, PR & Communications [email protected]
Tel: +44 (0)20 7240 4071
Black Diamond15 Bedford StreetLondonWC2E 9HEUnited Kingdom