FEDETUR TALK

USA: Tendencias del Mercado y cómo

se viene la Primera Ola de reactivación

18 mayo 2021

Agenda

USA pre pandemia: Cifras.

Mirada Experta: USA: Tendencias del mercado y cómo se viene la

primera ola de reactivación.

Pregúntale al especialista

18Mayo 21

CIFRAS: USA pre pandemia

Llegadas históricas

Fuente: Subsecretaría de Turismo

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50.000

100.000

150.000

200.000

250.000

2014 2015 2016 2017 2018 2019 2020

LLEGADAS HISTÓRICAS USA

-

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

ESTACIONALIDAD USA

US '17 US'18 US'19 US´20

Perfil visitante pre pandemia

Fuente: Estudio de la Corporación de Turismo de Santiago Welcome Point Aeropuerto – Ene 19 a Dic 19 -

Perfil visitante pre pandemia

Fuente: Estudio de la Corporación de Turismo de Santiago Welcome Point Aeropuerto – Ene 19 a Dic 19 -

U S M A R K E T & T R E N D S P R E S E N T A T I O N

for

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A B O U T T U R N E R

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TURNER specializes in a unique cross-section that speaks to the modern consumer, blending four key practice areas. At the intersection of these consumer interests is the desire to experience, and our sweet spot is knowing how best to fulfill that need.

The term "outdoor" i s be ing redef ined by consumers : The new

generat ion of outdoor

companies i s ad jus t ing

to focus on van

camping, cab in l i fe and

g lobal t rave l . Brands

shou ld suppor t

consumers on the i r “way

to the out s ide .”

Consumers ’ deep des i re for heal th and wel lness i s

rad ica l ly reshap ing what brands need to of fer and how

they communica te the va lue of the i r goods and serv ices

- al l v ia the lens of be ing wel l . Today’s luxury comes in

the form of f i tnes s s tud ios over bars , comfor t -dr iven

a th le i sure , c lean beauty products wi th min imal

ingred ient s and a l ternat ive forms to hea l thcare .

In today’s climate, travel companies need to do much more than create outstanding product: they need to

take an active stance on social issues,

satisfy consumer demands for

transparency and sustainability, and

have the courage to “self-disrupt” their

own identity and the sources of their

old success to realize these changes

and win new generations of customers.

Technology has changed the way consumers shop forever - they

can buy whatever they want, wherever they are, with the click of a

button. Because of this, the idea of the retail store’s purpose has

also changed: while it once existed strictly as a place to transact, it

now needs to give customers things that can’t be easily replicated

online - tactile, engaging experiences.

O U T D O O R & A D V E N T U R E

THE EXPERIENCE LIFESTYLE

W E L L N E S S

T R A V E L

R E T A I L

O U R E X P E R T I S E

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O U R C L I E N T E X P E R I E N C E

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AUSTIN DOWNTOWN

AUSTIN DOWNTOWN

DOWNTOWN NEW ORLEANSORLANDO BONNET CREEK

Sarasota

Europe

Chicago Downtown

St. Thomas

D A T A + I N S I G H T S + B R A N D S T R A T E G Y

M E D I A + I N F L U E N C E R R E L A T I O N S

T R A V E L T R A D EM A R K E T I N G

E N T E R T A I N M E N T M A R K E T I N G /C E L E B R I T Y P L A C E M E N T

B R A N D P A R T N E R S H I P SE X P E R I E N T I A L

C O N T E N TP R O D U C T I O N

D I G I T A L +S O C I A L M E D I AS E R V I C E S

Analysis + strategy

Content syndication

Community management

Sweepstakes/contests/UGC challenges

Market researchConsumer behavior analysisMacro + micro trend impact

Ambassador negotiations

Talent negotiations

Paid integration

Strategic alliances

Co-branded marketing programs

Product capsule collections

Adjacent category campaigns

Pitching and creative releases

Media training

Press trips and FAMs

In-market media blitzes

Influencer integration + management

Scalable activations

Strategy to concept ideation

Design + production management

Co-op marketing programs

Trade show representation

Education programs

Branded editorial

Microsite and app development

Data visualization

Video and photoshoot production

TURNER excels at creating integrated communications programs ta i lored to each brand’s dist inct needs and KPIs . No two brands are the same, and we bui ld customized programs from a suite of in-house services that have evolved to meet the changing needs of modern communication programs.

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M E N U O F S E R V I C E S

TRENDS AND INSIGHTS

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2

A L O O K B A C K : C O N S U M E R S E N T I M E N T A M I D S T T H E P A N D E M I C

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P R I V A C Y I S T H E N E W L U X U R Y

P O D T R A V E LW E L L N E S S B E Y O N D W O R K O U T S

R E M O T E ( O F F I C E )L O C A T I O N S

A L O O K B A C K : C O N S U M E R T R E N D S T H A T E M E R G E D

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A L O O K B A C K : M E D I A M O V E S & U P D A T E S

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T H E Y E A R A H E A D : C O N S U M E R C O N S I D E R A T I O N S I N T E R N A T I O N A L T R A V E L

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• Consumers will expect to feel protected whenever they leave the house. Hospitality sector should focus on providing clear evidence of sanitary protocols.

• Social media and peer review platforms can play a different role as consumers research a destination. Having good reviews will be very important.

• More consumers are questioning the credibility of the advice they are receiving and will look to professionals and experts to build trust rather than reliance on social media personalities. And 38% of consumers now say they want to hear from brand employees on social media.

• In January, travelers were still fairly optimistic about international travel in 2021, with most travelers planning to go abroad for their main holiday in 2021. However, the much more cautious approach from the government and a rise in cases in many European destinations has since significantly impacted people’s confidence in international travel. The introduction of quarantine hotels, three PCR tests for all arrivals and no clarity on the resumption of international travel in February have made more travelers change their mind on holidaying abroad. The announcement of the traffic light system has further subdued the appeal of international travel, particularly among over-55s who are more likely to wait until restrictions are lifted before making a booking.

• Consumers who are still interested in travel overseas in the

near future show a willingness to spend more on these trips. As a result, luxury holidays will be a more popular option in 2021, while more travelers will be looking to take a once-in-a-lifetime holiday once the threat of COVID-19 is very low.

• Long-haul travel is more likely to appeal to younger travelers, who are generally more adventurous, and affluent travelers, who are more likely to have increased savings over the past year and will use these to splash out.

• One area of growth will be “holidays of a lifetime” especially for UK travelers. In November 2018, 10% of holiday-makers planned to take a holiday of a lifetime. In 2021, This jumped to 17% of travelers who planned to take such a trip once the coronavirus outbreak is over, and rose to 27% of those planning to travel outside of Europe.

COVID WILL REMAIN A FACTOR IN PLANNING AS WE MOVE THROUGH VACCINATION STAGES AND CONSUMER CONFIDENCE IN 2021.

T H E Y E A R H E A D : T H E T E N T A T I V E T R A V E L E R

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1. Pandemic-specific information about their destination — This includes details like case numbers, hospitalizations and vaccinations administered in the region of

their destination; accessibility to medical care if needed; and testing and tracing capabilities. Notably, tentative travelers sometimes mentioned honing research down to the micro, neighborhood level

2. Information about regulations and restrictions at their destination — While several states have mandatory quarantines in place for visitors from high-risk areas,

travelers also want to know what regulations they will need to follow if they’re not quarantining. What are the mask mandates and/or standards for masking?

(Are N95s required? What about double masking?) Are restaurants open? Will we be able to go to the beach? Travelers are increasingly eager to understand

exactly what their experience will be like in order to set and manage expectations.

3. Brand research — Tentative travelers are seeking out information about airlines, hotels, etc. to understand what the companies are doing to keep customers and

guests safe, and to ensure that brands are adhering to regulations. For example, how are digital tools and services being utilized to accommodate contactless activities?

No matter what the travel scenario — near or far, new or repeat destination, road trip or cruise — tentative travelers agree on one thing they need to make them feel more comfortable: information.

The path to purchase in the time of COVID-19 involves more information gathering than it did for most travelers before the

pandemic. Especially as restrictions are rolled back unevenly across regions throughout pandemic recovery, consumers seek

insight that will help them understand exactly what to expect as they leave the comfort of their hometown. The desire for

information primarily encompasses three themes:

T H E Y E A R A H E A D : C O N S U M E R T R A V E L P R I O R I T I E S

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Given this reality, consumers who are most confident

about returning to travel are also those who have had

more travel experiences in the past — namely, high-income consumers.

In comparison to summer 2020 data, tentativetravelers are more likely now to say they will tradeup for both safety and flexibility. The one exception is

low-income consumers, who are slightly less likely now

to say they will trade up for safety compared to June

2020

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• Travel at any time is primarily about relaxing but over the last year, getting away from home and seeing friends/family has grown.

• Familiarity is the name of the game for destinations for most travelers. When assessing urban locations versus small towns, travelers are far more comfortable

with the idea of visiting a small town than a city. This interest in small towns will likely result in an exacerbation of the pre-pandemic trend of searching for off-

the-beaten-path locations to avoid overtourism.

• While it will be tempting for many travel brands to immediately push their high-margin marquee trips and properties, marketers may find more immediate

returns promoting smaller locations with lots of opportunity for physical distancing.

T H E Y E A R A H E A D : C O N S U M E R T R A V E L P R I O R I T I E S

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T H E Y E A R A H E A D : T R E N D S I N M E D I A

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T H E Y E A R A H E A D : T R E N D S I N M E D I A

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T H E Y E A R A H E A D : E D I T O R I A L T R E N D S

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T H E Y E A R A H E A D : E D I T O R I A L T R E N D S

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T H E Y E A R A H E A D : I M P O R T A N T I N S I G H T S O N E D I T O R I A L I M P A C T S

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Naureen Kazi

Vice President

naureen.kazi@turnerpr.com

I N D U S T R Y Q & A : B I G F I V E T O U R S & E X P E D I T I O N S

Gisela Polo

Destination Specialist for Central & South America

gisela@bigfive.com

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T U R N E R W E E K L Y I N S I G H T S : F R O M T H E F R O N T L I N E S

To sign up e-mail: naureen.kazi@turnerpr.com

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T U R N E R N E W S L E T T E R : W E E K L Y D O W N L O A D

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www.turnerpr.com

N E W Y O R K

2 5 0 W 3 9 t h S t r e e t , 1 6 F

N e w Y o r k , N Y 1 0 0 1 8

M I A M I

D E N V E R

C H I C A G O

Pregúntale al experto

¡Gracias!

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