CALIFORNIA GERMANY TRAVEL TRADE BAROMETER

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1 California - Germany 2013 S2 Office of Travel and Tourism Industries CALIFORNIA GERMANY TRAVEL TRADE BAROMETER California Destination Report for: second quarter 2013 bookings; and projected third and fourth quarter 2013 bookings A Travel Market Insights program, conducted in partnership with the Department of Commerce/Office of Travel and Tourism Industries and the National Tour Association. 1

2 California Highlights California - Germany 2013 S2 The German travel trade reported an increase of 1-3% in bookings from Germany to California for second quarter 2013, on average, compared to second quarter 2012 bookings. Third quarter and fourth quarter 2013 bookings from Germany to California were projected to be about the same as in Germany Travel Trade Barometer 2013 S2 AVG NC AVG NC AVG NC U.S. Up 1-3% 67% 17% 17% AS 40% 20% 40% AS 40% 20% 40% California Up 1-3% 33% 33% 33% AS 40% 40% 20% AS 40% 40% 20% (P) = Projected Bookings AVG = Average = Increased AS = About the same = Decreased NC = No Change Note: Percentages presented in this table exclude no comment. 2nd Qtr rd Qtr 2013 (P) 4th Qtr 2013 (P) A Travel Market Insights program, conducted in partnership with the Department of Commerce/Office of Travel and Tourism Industries and the National Tour Association. 2

3 California Second Quarter 2013 Bookings California - Germany 2013 S2 German travel trade reported a 1-3% increase in German bookings to California for second quarter 2013, on average, compared to second quarter 2012 bookings. Two thirds (67%) of the trade reported an increase in bookings, on average, year over year while one in six (17%) of the trade reported no change in bookings for second quarter 2013, compared to Another one in six (17%) reported a decrease in bookings. California 2 nd Qtr 2013 Bookings Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 16.7% Increased 1% to 3% 33.3% No Change 16.7% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% A Travel Market Insights program, conducted in partnership with the Department of Commerce/Office of Travel and Tourism Industries and the National Tour Association. 3

4 California Projected Third and Fourth Quarter 2013 Bookings California - Germany 2013 S2 On average, the trade projected bookings to California from Germany to be about the same for third quarter (Summer) 2013, compared to the Summer of Two in five (40%) of the trade projected higher bookings for Summer 2013 while only one in five (20%) of the respondents projected lower bookings to California, compared with Summer Another two in five (40%) projected bookings to be about the same for third quarter 2013 as they were in third quarter Fourth quarter 2013 bookings from Germany were also projected to be on par (on average) with fourth quarter 2012 bookings. Two in five (40%) of the respondents projected bookings to be higher and the same amount (40%) projected bookings to be about the same. In contrast, one in five (20%) of the trade projected fourth quarter 2013 bookings to California from Germany to be lower on average. Projected 3 rd Qtr 2013 Bookings to California Much higher 20.0% Higher 20.0% About the same 40.0% Lower 20.0% Much lower 0.0% Don't know 0.0% Projected 4 th Qtr Bookings to California Much higher 20.0% Higher 20.0% About the same 40.0% Lower 20.0% Much lower 0.0% Don't know 0.0% A Travel Market Insights program, conducted in partnership with the Department of Commerce/Office of Travel and Tourism Industries and the National Tour Association. 4

5 Office of Travel and Tourism Industries GERMANY TRAVEL TRADE BAROMETER Report for: Second quarter 2013 bookings; and projected Third and Fourth quarter 2013 bookings A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA.

6 U.S. Highlights The trade reported an increase of 1-3% change in second quarter 2013 bookings from Germany to the U.S., on average, compared to second quarter The German trade projected bookings would be about the same, on average, for third quarter (summer) 2013 compared to summer Trade also reported bookings for fourth quarter 2013 would be about the same, on average, as fourth quarter Germany Travel Trade Barometer 2013 S2 AVG NC AVG NC AVG NC U.S. Up 1-3% 67% 17% 17% AS 40% 20% 40% AS 40% 20% 40% (P) = Projected Bookings AVG = Average = Increased AS = About the same = Decreased NC = No Change Note: Percentages presented in this table exclude no comment. 2nd Qtr rd Qtr 2013 (P) 4th Qtr 2013 (P) A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 1

7 U.S. Second Quarter 2013 Bookings The German trade reported an increase of 1-3% in bookings, on average, to the U.S. for second quarter 2013, compared to second quarter Nearly seven out of ten (67%) of the trade reported an increase in bookings for the second quarter. In contrast, just one in six (17%) of the respondents reported a decrease in bookings for second quarter 2013 compared to a year ago. By comparison, the trade reported long-haul bookings outside of Western Europe were up 1 to 3 percent on average. This indicates that the U.S. remains competitive, but may not be increasing market share compared to other long-haul destinations. It should be noted that travel to Africa was reported to be the primary competitive destinations as more Germans venture further out from Western Europe. U.S. 2 nd Qtr 2013 Bookings Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 33.3% Increased 1% to 3% 16.7% No Change 16.7% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 2

8 U.S. Projected Third and Fourth Quarter 2013 Bookings Four in ten (40%) of the trade projected higher bookings to the U.S. from Germany for third quarter 2013, compared to third quarter Two out of ten (20%) of the trade projected bookings to be higher and another 20 percent projected much higher bookings for third quarter 2013, compared to third quarter Yet another 20 percent of the trade projected bookings to be about the same for the third quarter. In contrast, four out of ten (40%) of the respondents projected bookings to be lower for the quarter, compared to last year. Travel within Europe was listed as the top competitive market for the third quarter. Projections for fourth quarter 2013 were the same as third quarter Four in ten (40%) of the trade projected fourth quarter 2013 bookings from Germany to the U.S. to be higher (20%) and much higher (20%), compared to fourth quarter Another 20 percent of the trade projected bookings to be about the same as last year. In contrast, 40 percent of the respondents projected bookings to the U.S. to be lower for fourth quarter 2013, compared to fourth quarter The top competitive markets for the fourth quarter were split between domestic travel, travel to Africa, Asia, Oceania, and the Caribbean. Projected 3 rd Qtr 2013 Bookings to the U.S. Much higher 20.0% Higher 20.0% About the same 20.0% Lower 40.0% Much lower 0.0% Don't know 0.0% Projected 4 th Qtr Bookings to the U.S. Much higher 20.0% Higher 20.0% About the same 20.0% Lower 40.0% Much lower 0.0% Don't know 0.0% A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 3

9 Current Change in U.S. Bookings for Third and Fourth Quarter 2013 Third quarter 2013 bookings, at the time of the survey, were reported by trade to be up 1 to 3 percent on average, compared to third quarter 2012 bookings. Fourth quarter 2013 bookings, at the time of the survey, reported no change, on average, compared to fourth quarter 2012 bookings. Current Bookings for Third Quarter 2013 (July - September) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 16.7% Increased 1% to 3% 16.7% No Change 33.3% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% Current Bookings for Fourth Quarter 2013 (Oct. - Dec.) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 0.0% Increased 1% to 3% 16.7% No Change 33.3% Decreased 1% to 3% 16.7% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 4

10 Current Change in U.S. Bookings for the Summer Catalog Period Bookings for the summer catalog period, at the time of the survey, were reported to be up 1 to 3 percent, on average, compared to the same period last year. Current Bookings for Summer Catalog 2013 (April - October 2013) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 33.3% Increased 1% to 3% 0.0% No Change 33.3% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 5

11 Travel Motivators and Deterrents In this survey session the level of promotion by U.S. destinations and businesses nudged out Pandemic/ epidemic as the top motivator for travel. In contrast, the top deterrent for travel within the next six months was the level of promotion by other long-haul destinations. This could be an indicator that the rest of the world is becoming more competitive as the new Brand USA efforts start to be launched. The other top deterrent for this session included airfare. Direct comments: "In your opinion, what are the most important actions the U.S. government and suppliers can take to improve bookings to the United States?" - Comments focused on developing co-operative marketing campaign with tour operators and travel agencies A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 6

12 To what degree are the following factors likely to motivate or deter bookings to the United States in the next six months? Germany Motivators and Deterrents for Travel to the United States S S S S Rank Rank Rank Rank Rank Average Mot Det NI Average Mot Det NI Average Mot Det NI Average Mot Det NI Average Mot Det NI Level of promotion by U.S. destinations and businesses 3.8 NI Pandemic/epidemic; i.e. SARS, H1N1 Flu, etc. 4.0 NI NI 3.7 NI Level of info. for consumer regarding entry requirements 3.7 NI NI 4.2 NI Economy in Germany 3.7 NI NI NI Exchange rate to U.S. Dollar NI 3.6 NI Travel safety to the U.S. 3.9 NI 3.8 NI NI 3.6 NI Requirement to implement ESTA NI 4.0 NI 4.1 NI 3.8 NI Natural disasters in the U.S. 4.4 NI NI 4.1 NI 4.0 NI Environmental perception of the U.S. travel product 4.3 NI 3.7 NI 4.2 NI 4.3 NI 4.0 NI Global economy NI 4.2 NI 4.3 NI 4.0 NI Entry and exit requirements NI NI 4.0 NI Air capacity NI Visa processing time 4.3 NI 4.2 NI 4.1 NI 3.8 NI 4.2 NI Requirement to collect 10 fingerprints NI 4.4 NI 4.1 NI 4.2 NI Accommodation rates 4.4 NI 3.9 NI NI 4.2 NI Enhanced security as of January 4, NA NA NA NA Level of promotion by other long-haul destinations NI Airfare Scale: 1 = strong motivator; 4 = no impact; 7 = strong deterrent Mot = motivator; Det = deterrent; NI = no impact Ranked and color coded for most recent survey session. NA = Not Available or Discontinued S A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 7

13 Sample Results were derived from surveying 18 top German tour operators July 10 August It is estimated that the operators surveyed represent 75 percent of the German tour operator sales to the United States. The mix of German tour operators included: major tour operators (20%) and medium-sized tour operators (80%). The average estimated 2012 annual sales for travel to the U.S. by respondent companies were 11 to 20 million EUR. Respondents are selected in consultation with the Visit USA Committee Germany e.v., the U.S. Commercial Service - Germany, and the Office of Travel and Tourism Industries. It should be noted that massive consolidation in the German market allows for a targeted list of operators to provide a solid representation on market trends. A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 8

14 Background The German Travel Trade Barometer Survey is a qualitative survey designed to collect input from top German tour operators working in Germany to sell and promote travel to the United States. The Germany Travel Trade Barometer has been conducted quarterly since The Barometer provides a short-term forecast on travel demand and reports on market conditions in Germany that impact travel to the United States. The Barometer offers proprietary research opportunities for destinations, companies, associations, and government. Travel Market Insights ( conducts the Germany Travel Trade Barometer in conjunction with the U.S. Department of Commerce, Office of Travel and Tourism Industries, Brand USA, and NTA. The Barometer program is conducted with support from the U.S. Commercial Service Germany and the Visit USA Committee Germany. The core subscription is available at no charge to all German-based tour operators approved to participate in the survey. For all other interested parties, there are three levels of subscriptions available for a fee: the core subscription, the destination subscription, or a customized subscription. The Barometer program is also conducted in the United Kingdom, Japan, Canada, Mexico, and China. To learn more about the Travel Trade Barometer program or to subscribe, contact Scott C. Johnson by at or by visiting us on the web at A Travel Market Insights program, conducted in partnership with Brand USA, U.S.DOC/Office of Travel and Tourism Industries, and NTA. 9

15 Survey Results Competitive Demand What was and is the expected demand for German long-haul travel outside of Western Europe during the following travel periods, compared to the same travel periods the previous year? Bookings for second quarter 2013 (Apr. - Jun.) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 16.7% Increased 1% to 3% 33.3% No Change 16.7% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% Third quarter 2013 (July - September) Much higher 16.7% Higher 50.0% About the same 16.7% Lower 16.7% Much lower 0.0% Don't know 0.0% 10

16 Fourth quarter 2013 (October - December) Much higher 16.7% Higher 16.7% About the same 16.7% Lower 50.0% Much lower 0.0% Don't know 0.0% Top Competitive Destination What was and is projected to be the top competitive destination for travel to the U.S. during the following travel periods? Second quarter 2013 (April - June) Domestic travel 0.0% Travel within Europe 16.7% Travel to Africa 50.0% Travel to Asia 0.0% Travel to Oceania (Australia and New Zealand) 0.0% Travel to Canada 0.0% Travel to Mexico 0.0% Travel to Caribbean 16.7% Travel to South America 0.0% Other 0.0% No comment 16.7% 11

17 Third quarter 2013 (July - September) Domestic travel 0.0% Travel within Europe 50.0% Travel to Africa 33.3% Travel to Asia 0.0% Travel to Oceania (Australia and New Zealand) 0.0% Travel to Canada 0.0% Travel to Mexico 0.0% Travel to Caribbean 0.0% Travel to South America 0.0% Other 0.0% No comment 16.7% Fourth quarter 2013 (Oct - Dec) Domestic travel 16.7% Travel within Europe 0.0% Travel to Africa 16.7% Travel to Asia 16.7% Travel to Oceania (Australia and New Zealand) 16.7% Travel to Canada 0.0% Travel to Mexico 0.0% Travel to Caribbean 16.7% Travel to South America 0.0% Other 0.0% No comment 16.7% 12

18 2013 Second Quarter Bookings To what degree did bookings change for each of the following destinations for second quarter 2013, compared to second quarter 2012 (an April - June comparison)? U.S. 2 nd Qtr 2013 Bookings Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 33.3% Increased 1% to 3% 16.7% No Change 16.7% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% Current Bookings for Travel To date, what was the current level of change in bookings for travel to the U.S. for the following travel periods, compared to the same travel periods the previous year? Current Bookings for Third Quarter 2013 (July - September) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 16.7% Increased 1% to 3% 16.7% No Change 33.3% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% 13

19 Current Bookings for Fourth Quarter 2013 (Oct. - Dec.) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 0.0% Increased 1% to 3% 16.7% No Change 33.3% Decreased 1% to 3% 16.7% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% Current Bookings for Summer Catalog 2013 (April - October 2013) Increased more than 20% 16.7% Increased 16% to 20% 0.0% Increased 10% to 15% 0.0% Increased 4% to 9% 33.3% Increased 1% to 3% 0.0% No Change 33.3% Decreased 1% to 3% 0.0% Decreased 4% to 9% 16.7% Decreased 10% to 15% 0.0% Decreased 16% to 20% 0.0% Decreased more than 20% 0.0% 14

20 2013 Projected Third Quarter Bookings by Destination To what degree are bookings projected to change for each of the following destinations for third quarter 2013, compared to third quarter 2012 (a July - Sept. comparison)? Projected 3 rd Qtr 2013 Bookings to the U.S. Much higher 20.0% Higher 20.0% About the same 20.0% Lower 40.0% Much lower 0.0% Don't know 0.0% 2013 Projected Fourth Quarter Bookings by Destination To what degree are bookings projected to change for each of the following destinations for fourth quarter 2013, compared to fourth quarter 2012 (an Oct. - Dec. comparison)? Projected 4 th Qtr Bookings to the U.S. Much higher 20.0% Higher 20.0% About the same 20.0% Lower 40.0% Much lower 0.0% Don't know 0.0% 15

21 2013 Projected Bookings by Category To what degree are bookings projected to change for each of the following categories for April - October 2013, compared to last year? Travel to major cities in the USA Much higher 20.0% Higher 20.0% About the same 20.0% Lower 40.0% Much lower 0.0% Don't know 0.0% Travel to secondary destinations in the USA Much higher 0.0% Higher 60.0% About the same 40.0% Lower 0.0% Much lower 0.0% Don't know 0.0% Travel to nature-based destinations/sites in the USA Much higher 20.0% Higher 40.0% About the same 40.0% Lower 0.0% Much lower 0.0% Don't know 0.0% 16

22 Travel to historical/cultural destinations/sites in the USA Much higher 0.0% Higher 20.0% About the same 80.0% Lower 0.0% Much lower 0.0% Don't know 0.0% Travel to family-oriented destinations in the USA Much higher 0.0% Higher 40.0% About the same 60.0% Lower 0.0% Much lower 0.0% Don't know 0.0% Travel to amusement/theme parks in the USA Much higher 0.0% Higher 40.0% About the same 60.0% Lower 0.0% Much lower 0.0% Don't know 0.0% 17

23 Motivators and Deterrents for Bookings To what degree are the following factors likely to motivate or deter bookings to the United States in the next six months? Travel safety to the U.S. Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 20.0% No impact 40.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 20.0% Requirement to implement the Electronic System for Travel Authorization (ESTA) for travel to the United States Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 40.0% Minimal motivator for travel to the U.S. 0.0% No impact 20.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 20.0% 18

24 Airfare Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 0.0% Minimal deterrent for travel to the U.S. 40.0% Moderate deterrent for travel to the U.S. 40.0% Exchange rate to the U.S. Dollar Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 20.0% Minimal motivator for travel to the U.S. 20.0% No impact 40.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 0.0% Pandemic/epidemic; i.e. SARS, H1N1 Flu, etc. Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 80.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 0.0% 19

25 Economy in Germany Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 40.0% No impact 0.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 20.0% Level of promotion by U.S. destinations and businesses Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 60.0% Minimal motivator for travel to the U.S. 40.0% No impact 0.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 0.0% Level of promotion by other long-haul destinations Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 0.0% Minimal deterrent for travel to the U.S. 60.0% Moderate deterrent for travel to the U.S. 0.0% Strong deterrent for travel to the U.S. 20.0% 20

26 Level of information for consumers regarding entry and exit requirements Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 20.0% Minimal motivator for travel to the U.S. 20.0% No impact 60.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 0.0% Accommodation rates Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 20.0% Minimal deterrent for travel to the U.S. 40.0% Moderate deterrent for travel to the U.S. 20.0% Entry and exit requirements Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 20.0% Minimal deterrent for travel to the U.S. 60.0% Moderate deterrent for travel to the U.S. 0.0% 21

27 Visa processing time Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 40.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 40.0% Global Economy Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 20.0% No impact 20.0% Minimal deterrent for travel to the U.S. 0.0% Moderate deterrent for travel to the U.S. 40.0% Environmental perception of the U.S. travel product Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 20.0% Minimal motivator for travel to the U.S. 0.0% No impact 40.0% Minimal deterrent for travel to the U.S. 40.0% Moderate deterrent for travel to the U.S. 0.0% 22

28 Requirement to collect additional biometrics-up to 10 fingerprints- upon entry. Strong motivator for travel to the U.S. 0.0% Moderate motivator for travel to the U.S. 20.0% Minimal motivator for travel to the U.S. 0.0% No impact 40.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 20.0% Air capacity Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 40.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 20.0% Natural disasters in the U.S. Strong motivator for travel to the U.S. 20.0% Moderate motivator for travel to the U.S. 0.0% Minimal motivator for travel to the U.S. 0.0% No impact 40.0% Minimal deterrent for travel to the U.S. 20.0% Moderate deterrent for travel to the U.S. 20.0% 23

29 U.S. Promotion Effort I. To what degree do you think the U.S. is competitive in promoting U.S. travel products compared to other long-haul destinations? U.S. promotion effort for 2013 (April - June) Much stronger 0.0% Stronger 40.0% About the same 0.0% Weaker 60.0% Much weaker 0.0% No Comment 0.0% U.S. Promotion Effort II. Based on your knowledge, have U.S. promotional efforts improved compared to the same time frame as last year? U.S. promotion effort from April - June 2013 Yes - Much Better 0.0% Yes - Better 80.0% About the same 20.0% No - Worse 0.0% No - Much Worse 0.0% 24

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