Working the International Market

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Working the International Market

• Christina Pappas
• Open the Door
• May 24, 2007

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• Statistics
• Trends
• Tactics

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Who Are The Players?

• Wholesalers
• Receptive Operators
• Tour Operator
• Travel Agents
• Media

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Why Go International?

• Europeans have, on average, five weeks of
  government mandated vacation time, plus up to 16
  annual paid public holidays.
• International visitors stay longer.
• Overseas visitors spend ten times as much time
  and money visiting the United States than
  domestic visitors.

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Why Go International

• USA perceived as very good value due to
  advantageous exchange rate
• Competitive Transatlantic Air Fares
• Familiarity of the USA
• Range of experiences available at which the USA
  excels
• Overseas visitors are seeking the Genuine
  American Experience

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Why Go International?

• International visitors are more likely to visit
  during shoulder or off-peak seasons than
  domestic travelers.
• Many international visitors are much more
  interested in experiencing off-the-beaten-path
  attractions or destinations than domestic
  visitors.

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International Travelers to the USA
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International Travelers to the USA
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Entry Requirements

• Visa Waiver Program
• Machine Readable Passports
• United States Visitor and Immigrant Status
  Indicator Technology (US-VISIT)
• Western Hemisphere Travel Initiative

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• Daily Service to Amsterdams Schipohl Airport
• Depart Schipohl at 130pm/Arrive Bradley at
  330pm
• Depart Bradley at 545pm/Arrive Schipohl at
  645am
• Ability to connect from 81 cities in Europe, the
  Middle East, Africa India

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• We have this new air service.
• How do we get our share of the market?

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• Analyze Situation
• Set Objectives
• Select Target Markets
• Identify Develop Product
• Implement Strategies
• Evaluate Results

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Dont

• Enter markets without a long term commitment
• Go unprepared into overseas markets
• Be adamant about what you consider to be your
  best feature
• Push a product that wont sell
• Use one strategy for several different countries
• Make it difficult to sell your product
• Panic if nothing happens

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• Have Patience!

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Analyze Situation

• Evaluate Objectives
• Evaluate Resources
• Financial
• Local/State/Regional
• Infrastructure

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Infrastructure

• Language Barriers
• Money exchange
• Public transportation
• Telephone, television
• Restaurant menus
• Be culturally sensitive

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• All people are the same the world over...
• -- Confucius

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• its only their habits that are different

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Conduct Research

• Research Demographics Trends
• Key Markets
• Netherlands
• France
• Germany
• Italy

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Netherlands

• New unique activities
• Soft adventure travel
• Younger travelers
• Internet for information

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France

• Shorter stays
• Booking online
• Senior travelers
• Demanding customized, discovery-oriented holidays
• Last minute booking
• Green tourism
• Cultural tourism

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Germany

• World Champion of travel
• Study tours
• Experience holidays
• Internet for information
• Eco tourism/agri-tourism

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Italy

• Travel agencies as tour operators
• Independent holidays
• Fly drive
• Curious travelers
• Last minute travelers
• Spa travel/organic dining
• Cultural tourism

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How Do Consumers Choose?

• Attractiveness of destination
• Availability of flights and accommodation
• Ability of destination to deliver a motivating
  experience
• Perceived safety of destination
• Recommendations from friends, family colleagues
  and media coverage
• Budget

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How Do Buyers Choose

• Evaluate destination as a whole
• Customize experience
• Collect information on major events
• Negotiate price value

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What Does It Mean?

• FIT
• Allocations
• Direct Access
• Vouchers
• Catalogs

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Product Considerations

• Hotel Capacity
• Transportation
• Attractions, Scenic Locations Historical
  landmarks
• Special Events
• Climate
• Economic Environment

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Key Tour Segments

• Arts Tourism
• Heritage Tourism
• Agri-Tourism
• Shopping Tourism
• Culinary Tourism
• Garden Visit Tourism
• Technical Tourism
• Soft Adventure Tourism

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Assets of the Region

• Easy to fly in and out of Bradley
• Easy to get to Berkshires, Vermont Connecticut
• Lots to see do

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• Culture
• Fairs festivals
• Basketball Hall of Fame sporting firsts
• Hiking, biking, cross country skiing
• Traditional foods
• Hidden treasures
• Family Fun
• Colleges Universities

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How to Target This Business?

• Promotions/Partnerships
• Training
• Trade Shows
• Sales Calls
• Sales Missions
• Communications

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Promotions Partnerships

• Identify potential partners
• Seek, establish maintain contacts with travel
  trade companies
• Identify non-traditional partners

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Training

• Training of local visitor industry
• Agent travel planner training
• Educational Trips

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Educational Trips

• Select dates well in advance
• Offer preliminary itinerary
• Limit tours to 4 8 participants
• Separate Tour Operators Travel Agents
• Only meet with interested suppliers
• Arrange a cross-sectional review of the area
• Arrange for marketplaces
• Travel with the group
• Follow-up

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Trade Shows/Sales Missions

• International Pow Wow
• Las Vegas, June 1 - 4, 2008
• Discover New England
• Tourism Summit International Marketplace
• Hartford, March 2008
• Sales Training Missions to Netherlands, France,
  Germany
• Dates TBD
• ITB
• Berlin, March 5 9, 2008
• Massachusetts Office of Travel Tourism

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Communications

• Press releases
• Cross industry communication
• Website
• E-mail marketing
• Blogs
• Collateral
• Advertising
• Educational Trips

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Educational Trips

• Select dates well in advance
• Offer preliminary itinerary
• Limit tours to 4 8 participants
• Dont mix film crews with print/radio journalists
• Dont mix media with tour operators or travel
  agents
• Travel with the group
• Have press kits available
• Follow-up

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Measurement

• Web Hits
• Value of media coverage
• Partnerships
• Co-op value
• Tour operator product available
• Number of visitors

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Next Steps

• Choose markets
• Decide on partners
• Develop product
• Find out who can help you
• Sell, sell, sell
• Evaluate the customer experience

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For More Information

• www.openthedoor.biz
• cpappas_at_openthedoor.biz