2019 MARKET OUTLOOK & ACTIVITIES. Alex Perez Sales and Marketing Account Manager TravelNevada UK

Transcription

1 UNITED KINGDOM

2 2019 MARKET OUTLOOK & ACTIVITIES Alex Perez Sales and Marketing Account Manager TravelNevada UK

3 SESSION OVERVIEW 2018 Market Activities Recap 2019 Economic/Political Environment Market Trends Strategic Objectives Target Segments Q&A

4 ACTIVITY RECAP

5 2017/18

6 VISITOR NUMBERS 780, , ,000 UK VISITOR ARRIVALS +1.8% 774, , , , % 760, , , , , , , ,

7 ECONOMIC ENVIRONMENT

8 ECONOMIC CLIMATE Currency strengthened against USD since GBP = $1.30 USD Low Interest Rates 0.5% - Bank of England Low Unemployment Rate 4% Increase in Outbound European Travel +5.5%

9 MARKET CONDITIONS UK Unemployment rate: 4% Inflation rate: 2.1% GDP Growth: 1.5% Consumer spending 1.1%

10 UK TRAVEL ENVIRONMENT

11 MARKET TRENDS Uplift in low-cost flights Experience economy Appetite for new destinations Responsible tourism A continued rise in multi-centre bookings

12 LOW COST CARRIERS 29% Rise in the amount of long-haul trips booked by European travellers since 2016

13 EXPERIENCE ECONOMY 72% Millennials spend money on experiences rather than possessions

14 ALTERNATIVE DESTINATIONS 1 in 3 Would like to visit a new destination in the next year

15 RESPONSIBLE TOURISM 70% Europeans want to give back to communities they travel in

16 DEMAND FOR MULTI-CENTRE 60% Of travellers to the west coast are combining two or more destinations

17 BOOKING TRENDS

18 BOOKING TRENDS BOOKING HABITS BOOKING WINDOW ONLINE IN STORE UK 5-12 Months prior January-March & Sept-November key 44% Book Online in the UK +83% Rise in the UK 21% Book with their local agent Affluent UK households, Young families with children under 5, year olds

19 CONSUMER TRENDS

20 MARKET PROFILE- UK 4.57 million visitors to US $16 billion spend in US 80% are repeat visitors Book 5-12 months prior 32% Traditional operators 44% Online 16% Mobile

21 THE OPPORTUNITY UK has an 11.5% share (No 1) in the total overseas visitors to US UK travellers are looking for authentic / immersive experiences Longer holidays (4-6 weeks) and high disposable income Safety & Security are extremely important, US is considered very safe Spending has significantly increased due to very low to no interest rates UK visitors stay longer (average of 19.1 days)

22 THE OPPORTUNITY 750,000 UK visitors fly into Las Vegas 371,000 UK visitors fly into Los Angeles 1,545,000 UK visitors could add Nevada as a viable multi centre destination 680,000 UK visitors fly into California 115,000 UK visitors fly into Arizona

23 THE FUTURE IS DIGITAL

24 DIGITAL MARKETING The importance of video Personalization and self personalization Post digital

25 VIDEO CONTENT 80% Of all internet traffic will be video by 2019

26 It must be authentic and personal

27 Personalized messages are now the expectation 40% Of online travel buyers expect a personalized experience

28 Tailored content 6 in 10 travelers believe brands should tailor their experience based on personal preferences and past behaviors

29 Right person Right moment Right context

30 STRATEGIC OBJECTIVES

31 TRAVEL NEVADA UK Attract a greater share of high value visitors from the UK and maximise length of stay and visitation year-round. Preserve values and interests of the local community

32 OUR 2019 OBJECTIVES Increase awareness of destination amongst high spending consumers both direct and through trade Increase engagement and visitation Increase length of stay and spend

33 OUR 2019 STRATEGY Increase awareness Engage in Brand USA week High visibility consumer campaign Brand partnerships to reach new audiences Actively pitch to media, influencers - bespoke inspiring stories Amplify visual content through User Generated Content Increase length of stay and spend Increase engagement and visitation

34 OUR 2019 STRATEGY Increase awareness Increase length of stay and spend Educate trade on diversity of the state of Nevada and product Trade and consumer campaign for awareness of experiences and to encourage multi centre holidays Amplify multi city messages positioning Nevada as a key stop on the West coast Target high spenders (Av. household income +$110,00) Increase engagement and visitation

35 OUR 2019 STRATEGY Increase awareness Increase length of stay and spend Increase engagement and visitation Multi channel approach; trade, media, social, online, direct to consumer Engage with repeat visitors to US looking for new destination Active engagement of influencers with qualified content Retarget Nevada engagers and covert bookings

36 TARGET SEGMENTS

37 TARGET SEGMENTS WANDER LUSTERS Travelers looking for new destinations and new experiences. Core need is to escape the daily grind and explore somewhere exciting and different EXCLUSIVITY THRIVERS Core need is to relax and re-energise through high-end sophisticated activities - beach, water, sea, gastronomy, exclusive local and cultural experiences AUTHENTIC IMMERSERS Conscientious travelers, nature lovers, seeking cultural immersion and local interaction. Core need is to gain fresh perspectives about people, places and planet

38 QUESTIONS?

39 THANK YOU