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- 1. Daniel Pearce Editor TTG
- 2. Fourth year of the survey 345 respondents 83% travel agents
- 3. Last year… 10% said the share of their leisure sales taken by the US was falling Most (54%) said their share was largely the same 5% said they expected US sales to fall in the year ahead 40% expected an increase
- 4. The USA in the news…
- 6. Visit USA Survey 2010 The American dream is alive & kicking… The majority of readers (51%) say their sales of holidays to the USA are UP – compared with 36% last year Just 6% of agents say sales to the US are falling – down from 10% last year
- 7. What would help you increase US sales? 71% said more fam trips would be very helpful More than half – 51% - said they wanted a dedicated US websites Other top scores included please for better information, more contact with supplier representatives, and better destination training
- 9. Some specific requests… “ We want to know more about places outside of the main areas, outside of Florida and California” “ Some USA evening events” “ Tourist boards should work together on joint ventures rather than pursuing separate agendas” “ More online workshops” “ More representatives coming to see us”
- 10. What would make customers more likely to book a US holiday? Undeniably it is still a price-led market, and almost three out of four (73%) said that lower prices would make them more likely to book Both positive mentions in the press (56%) and advertising (50%) rated significantly higher than the visa requirements (44%) which may have been expected to have caused more of a problem
- 11. 61% said ESTA was a positive change “ Once it is done it can be used for a while so customers don’t mind doing it” “ Some of the older generation don’t have a computer – but we let them use ours” “ We arrange ESTAs on behalf of clients as an added service element” “ The charge is going to affect things” “ Customers are confused – scam websites are confusing them”
- 12. Has the US oil spill affected business? “ Not the oil, but the politics. Some customers asked if there was an anti-British feeling in the USA after TV footage showed locals standing on British Flags. The commentary from the White House didn’t help” “ Negativity in the press does influence decisions on making holiday choices” “ People do mention it when booking but it doesn’t affect sales”
- 13. But the true effect…
- 14. What type of holiday do you sell most often? Twin or multi-centre holidays are still most popular 47% said they sold them most often 24% said single centre (down from 29%) 19% said city breaks (down from 26%) 8% said self-drive touring 2% said coach/rail/escorted touring
- 15. Types of customers Middle-aged couples and families way out in front 44% said they sell to middle-aged customers most often 36% said families 9% said young couples 6% said groups of friends 5% said grey market
- 17. Where do you expect to see the growth? “ Families are keen to see the new Harry Potter attraction” “ An increasing amount of honeymooners are looking for somewhere special such as Hawaii” “ It is great news that Virgin Atlantic are starting a direct flight from Manchester to Las Vegas in 2011, this will really help boost sales as people like to fly direct” “ New York is very popular at the moment but also seeing a lot of interest in West coast including Grand Canyon and Nevada” “ Difficult to say we sell one destination more than the other , we try selling everything it’s a fab country!”
- 19. Do your customers think the USA is a good value destination? 85% said yes “ It’s not always so cheap getting there but visitors are surprised at the value for money once they arrive, more awareness needs to be raised on this to assist selling” 72% are more positive about the value of the US this year than last year
- 21. Over the past year, how has your perception of the US changed? 32% said it has improved 9% said it had become more negative The ‘Obama factor’…. “ the election of president Obama had a very positive effect” “ the previously respected Barack Obama is currently upsetting our clients over the BP issue”
- 22. Choosing a tour operator 55% have used Visit USA 83% said choice and quality of product were key considerations when choosing a USA tour operator … .closely followed by Knowledge of sales team (58%), Service levels (47%), Fam trips (31%) and Incentives (23%)