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Building Your International Market 2014
Outline
• 2014 International Traveler Trends• Tips for the International Market• Receptive Operators working in Baton Rouge
2014 Trends
• Vacation/holiday time is still plentiful• Use social media and websites for research • Booking with agents • Spending more $ than domestic and traveling in
off-seasons • Atlanta, Houston, Dallas and New Orleans are
main gateways
2014 Trends
• For BR, Brazil and China are being watched as emerging markets.
• Australia is very strong. The non-stop Qantas Airlines flight from Australia to Dallas is doing well.
• International tour operators are projecting sustainable growth for New Orleans and South Louisiana in 2014.
• Direct flights in the works for MSY!
LA Tax Free in BR• 2012 Total Purchases - $692,082.78
– Top countries – China, Brazil, India, Honduras– 1,817 count of sales
• 2013 Total Purchases - $1,074,803.97– Top countries – China, Brazil, Philippines,
Honduras– 2,855 count of sales
Canada
• Air Canada offers a non-stop flight to Louisiana• Canada accounts for 33.7% of US international
visitors• 2012- Approximately 146,900 Canadians visited
Louisiana • Rank first in total int’l spending
Source: Access Marketing
Canada
Source: Access Marketing
Ontario – 73,000 Alberta – 22,000 BC – 21,800 Quebec – 16,800 Atlantic Canada - 8,100
Came to Louisiana from:
Canada
• 21% growth is expected from 2011-2016
• Share a French cultural heritage w/ Louisiana
• Regional interest heaviest in Quebec followed by Ontario
Source: Access Marketing
France• 1.46 million travelers to the U.S in 2012 • 6 to 9 weeks paid vacations per year & 12 public
holidays• Average French visitor spending: $5,307 • Average number of states visited: 1.6 • Repeat travelers to the US: 73%, mostly FIT• Average age of travelers: 25-45 • Average length of stay: 16 nights• Peak months April, July-August, and
OctoberSource: Express Conseil
Belgium• USA: #1 long-haul destination• Average Belgian visitor spending: $3,500 (+
plane tickets) • Average length of stay: 13 nights for Belgian
travelers• 255,000-260,000 Belgian visitors in the US in
2012
Source: Express Conseil
France & Belgium• Wants: music, plantations, Cajun/Creole
cultures, festivals, Gastronomy/cooking, charming accommodations, shopping outlets
• Receptive operators - Go West, ATI, GTA, Rey Royal, Sweet Magnolia, Tourico, Up and Coming Tours, Bonotel & Travalco
• USA had a 6% increase in passengers numbers according to travel agents
• Average length of stay: 13 nights for Belgian travelers
• 255,000-260,000 Belgian visitors in the US in 2012
Source: Express Conseil
Germany• Louisiana media/trade mission in February was
the first in 10 years• USA #1 overseas/long-haul• Minimum of 24 days vacation per year; June –
August is holiday season• Prefer quality over price• Average stay: 3-4 weeks• Visit multiple states –
Deep South: Louisiana, Mississippi, Tennessee, Alabama, Georgia
Source: Wiechmann Tourism Service
Germany• Just fewer than 50% of all bookings begin online
but are completed in travel agencies.• Only 29% want to save money while booking
their vacation. About 38% stated that they rather adjust their expenses for groceries or clothing.
• Since 2012, smart phone travel research has more than doubled
• Sales revenues of travel agencies are expected to reach a new record.
Source: Wiechmann Tourism Service
UK & Ireland• UK residents made 58 million visits abroad in
2013; 3% increase on 2012 • Spent £34.6 billion, an increase of 7%• Residents in London and the south east remain
the biggest travelers in the UK • Upscale, high-end, luxury travel is expanding
rapidly • More high-end tailor made programs • Cruising still seeing growth for river
and seaSource: Travel & Tourism Marketing Ltd
UK & Ireland• 50% of adults use social sites like Facebook and
Twitter• 92% of adults own a mobile phone• 11% of homes have tablet • 10% adults own an e-reader • 39% of adults use mobile for internet access• Tour operators and retailers develop websites,
booking engines and apps to encourage bookings via this medium
UK communications facts (Source: Ofcom)
UK & Ireland• Specialist travel agents remain a strong
distribution channel as itineraries needing expertise service increase
• Receptives selling in UK/Ireland market: Allied TPro, Getabed, Sweet Magnolia, American Ring, Tourmappers, GTA, Mark Travel, ATI, Bonotel, Destination America, City Tours, GetABed, JAC Travel
Source: Travel & Tourism Marketing Ltd
How do I get the business?
• Is my hotel attractive to visitors from certain markets?• Where do I fit in their itineraries? • Am I able to service them properly?• Is my online presence in order?• Concentrate on the servicing and let others do most of the
selling for me:– Am I in the back pocket of my local CVB/DMO? Feed
them updates.– Am I in the tariffs (programs) of the US-based
national and regional receptives?
Helpful Terminology
• FIT - Pre-paid independent travel
• Fly-Drive – Travel combining air with a rental car
• Receptive Operator – packages/sells services such as hotels
• Wholesaler - creates inclusive tours and FITs for sale through travel agents
Helpful Terminology
• US Receptive Operator - plan itineraries and programs that they wholesale to overseas tour operators to sell to their customers through retail travel agencies
• Specialty Tour Operator - sells product through retail agencies
• Retail Travel Agent - selling the product of the wholesaler or specialty tour operator
How Does the Traveler Get to You?
Pricing Model
Contracting Needs
• Net rates – minimum 25-30% discount• Room Allotments with short cut-offs• Limited or no blackout dates • Surcharged rates/availability during blackouts• Voucher acceptance/direct billing• Commit to the market for 3-5 years
Source: Meeting Point North America
Receptive Operators Overview
VBR International Efforts 2013 Louisiana/Brand USA International Co-op Program with native content http://www.discoveramerica.com/usa/states/louisiana/cities/baton-rouge.aspx IPW (International Pow Wow)Travel South International ShowcaseLouisiana International Reps Fam tour prior to Lt. Governor’s Summit on TourismMexican Trade FamCanadian Press FamJapanese Press visits (2)Canadian Media/Trade Mission with Lt. GovernorBrand USA Australian Mega Fam for top sellers of the USA 2014 Louisiana/Brand USA International Co-op on Enhanced Experience/TripTuner extensionDiscover America Inspiration Guide LOT/TSUSA sectionMulti-Media Campaigns for the Canadian markets with Brand USAUK/Germany Media/Trade Mission with Lt. GovernorUK Rep site visitIPW April 6-10, 2014 (International Pow Wow). Featured destination in IPW video produced by Peter GreenbergTravel South International Showcase December 2-5, 2014 in New Orleans, LAInternational Showcase Post-Fam Opportunity Saturday, December 6
Thank You to Our Partners!
