罗兰贝格美国旅游研究(英文版)(ppt 106页).ppt

U S TRAVELANDTOURISMOUTLOOKANDTRENDSResearch Idea Promotion TIAMissionStatement ThemissionoftheTravelIndustryAssociationofAmericaistorepresentthewholeoftheU S travelindustrytopromoteandfacilitateincreasedtraveltoandwithintheUnitedStates TravelandTourism 2003 America s3rdLargestRetailSalesIndustry 555billiontotalexpenditures 95billionintaxrevenueforfederal stateandlocalgovernmentsOneofAmerica sLargestEmployersEmploys7 2millionpeopledirectly Tourismis1st 2nd or3rdlargestemployerin30statesandtheDistrictofColumbia 158 4billionintravel generatedpayroll Source TravelIndustryAssociationofAmerica TIA WhereWeWere TumblingfromthePeaksBetween2000and2003 Domesticbusinesstraveldown15 Domesticairlinetraveldown14 OverseastraveltotheU S down30 InternationalVisitorArrivalstoU S fromKeyCountries 2003 ChangeRecoveryto inmillions 2003 20002000ExpectedCanada12 7 14 2007UnitedKingdom3 9 162006Japan3 2 37Beyond2007Germany1 2 34Beyond2007France0 7 37Beyond2007Brazil0 4 53Beyond2007Argentina0 2 72Beyond2007 Source OfficeofTravelandTourismIndustries BrightSpot DomesticLeisureTravelSlowbutsteadygrowthStayclosertohomeHighwaytravelShortgetawaysVisitstosmalltowns ruralareasEconomize TravelPerformance FirstThreeQuarters2004 DuringJan Sept 2004 domestictravelupnearly3 Leisuretravelup2 0 exceededby6 8 gaininbusiness conventiontravelStronggainsinairandhotelvolumeover2003InternationaltraveltoU S exceedingexpectations Source TravelIndustryAssociationofAmerica VisitorTrendsOccurringMoreinPastYear Source TravelIndustryAssociationofAmerica PercentofTIAMembersReporting NTAOperators Products Source NationalTourAssociation PercentofNTAOperators RVTravelStrong 7 8 ofallU S vehicle owninghouseholdsownanRV upfrom7 3 in19977 2millionRVsontheroad comparedto6 4millionin1997RVShipmentsUp14 in2004RVRentalsUpNearly33 in2003and2004Combined6 4 ofRVRentalsbyInternationalVisitors Source RecreationVehicleIndustryAssociation NationalParksandPublicLands NationalParkVisitationup4 throughNovember2004 SaleofParkPassesup8 SeeAmerica sNationalParkspartnershipwithTIA NationalParkServiceandNationalParkFoundation TravelPolicies AirBusinessTravelers2004and2002 Source TravelIndustryAssociationofAmericaandNationalBusinessTravelAssociation PercentofAirBusinessTravelers AlternativeTechnologiesUsedByBusinessTravelersinPastYear 2004 Source TravelIndustryAssociationofAmericaandNationalBusinessTravelAssociation PercentofBusinessTravelers EffectivenessandEfficiencyofTechnologytoReplaceTravel 2004and2002 Source TravelIndustryAssociationofAmericaandNationalBusinessTravelAssociation PercentofAirBusinessTravelers TopTwoBoxes AUTOTRAVELPERFORMANCE U S autotravelup2 throughSeptember2004Stillholdingupdueto Shiftsfromair especiallyforshort distancetripsCloser to hometravelIncreasinginterestinfamilytravelIncreasedinterestinRVs AirlineTurbulence Domesticairtravelup5 over2003 butstill10 below2000 Internationalisup14 over2003 butbetteryet up5 over2000 ExchangeratesmakeU S evenmoreofabargainUSAir UnitedandATAinbankruptcyAirlinelosses 8billionin2004 23billionbetween2001 2003 U S HotelPerformanceStrengthensIn2004 Source SmithTravelResearch ChangeoverPriorYear ChangestoDomesticAdvertisingandMarketingPrograms Source TravelIndustryAssociationofAmerica Among90 ofMemberswithDomesticMarketingPrograms WhereareWeGoing Americans EconomicAssessmentsAreMixed 41 nowrateeconomicconditionsaspositive upslightly48 sayeconomygettingbettervs 42 whosayitisgettingworseNoticeabledeclineincitingeconomyasmostimportantproblemfacingAmerica now30 vs 38 40 inautumnof2004Only33 saysit sagoodtimeto findaqualityjob vs 62 whosayit sabadtime Source GallupSurveys U S LeisureOutlook LeisuretravelintentionsremainstrongTrendsofthelastfewyearswillcontinuebutsomereturntomorenormalpatternsGrowthinairtravelexceedingthatofautotravelContinuedfocusonfamilyandconnectionsbutgreaterparticipationinotheractivitiestooSpendingup4 in2004over2003 DomesticLeisureTravelWillContinuetoGrowSlowly MillionofPerson Trips Source TravelIndustryAssociationofAmerica DomesticBusinessTravelWillRisebutStillBelow2000Levels MillionsofPerson Trips Source TIAandGlobalInsight Note Doesnotincludecombinedbusiness leisuretravel U S HotelPerformanceExpectedtoRemainHealthyin2005 Source SmithTravelResearch ChangeoverPriorYear ForecastsforGrowthinU S DomesticTravel 2005 TotalDomesticPerson Trips2 0 Leisure1 7 Business3 6 Auto2 0 Air2 0 HotelRoomDemand3 0 Source TIA ATA SmithTravelResearch InternationalVisitsExpectedtoIncreaseAgainin2005 ArrivalsinMillions Source OfficeofTravelandTourismIndustries OTTI TravelExpendituresWillContinuetoRise p preliminary f forecast Billions Source TIA OTTI OnlineTravelPlanningSteadyandBookingContinuestoRise Source TravelIndustryAssociationofAmerica Millions HowWeSellandDistributeTravelChangedForever InternetforleisureandbusinessPricingmoretransparent consumerincontrolEncourageslatebookingsIncreasescompetitionOnlinehotelsalessoaring What sAhead LongTermTrends Whowillbetomorrow stravelersandwhatwilltheydo Howwilltechnologyandchangingwork leisurepatternsaffectthenatureoftravelplanningandtravelitself Howwillwereachthem Whattypesoftourismarelikelytogrow KeyDemographicTrends AgingofpopulationChangesinhouseholdsRisingeducationGeographicshiftsCulturaldiversityInfluenceofwomenGrowingnichemarkets PercentChangeinPopulationbyAge 2010 2000and2020 2000 PercentChange Source U S BureauoftheCensus Junior Matures Age55 64 MoreLikelyThanOtherTravelersTo TravelfartherawayfromhomeStayawayfromhomelongerIncludetwoormoredestinationsinonetripEngageinmoreactivitiesTravelwithonlyoneotherhouseholdmember likelytheirspouseSpendmorepertrip Source TIA MaturityTrends Increaseinadult onlytravelpartiesSlowergrowthintravelerslookingfor traditional familyexperiencesInterestinlocalheritage cultureincreasesMaturialism ImportantReasonsforU S FamilyVacations Sources BetterHomes GardensandTravelIndustryAssociationofAmerica of2002FamilyVacationers FamilyTogetherness87 GetAwayfromStress74RestandRelaxation71VisitFriends Relatives62Excitement NewExperiences50PhysicalActivity43NewPlaces People43ForLuxury FeelPampered25 Top10ActivitiesAmongU S DomesticTravelers 2003 Shopping30 Social FamilyEvent27OutdoorRecreation11City UrbanSightseeing10RuralSightseeing10BeachActivities10HistoricalPlaces Museums8Theme AmusementPark7Gambling7National StateParks7 Source TIA 81 ofTravelersIncludedCultural Arts HeritageActivitiesonTripsinPastYear Source TIAandSmithsonianMagazine Cultural Arts HeritageorHistoricActivitiesIncludedonTripsinPastYear ofU S Adults Source TIAandSmithsonianMagazine MoreOlderWomenLivingAlone Millions Men Women Source U S BureauoftheCensus MillennialGeneration GreatPotentialfortheFuture ChildrenoftheBoomersBornbetween1977and1994 10 27yearsofagein200472million 28 ofpopulation13 ofthoseage20 24werebornoutsidetheU S MillennialGeneration GreatPotentialfortheFuture RaciallyandethnicallydiverseVeryindependentFeelpowerfulButofthoseage20 24 50 ofmenand36 ofwomenstilllivewithoraredependentonparentsMedia savvyTechnologyleaders TravelbyMinorityGroupsIncreasing Hispanics77 1millionperson trips 8 oftotal African Americans75 2millionperson trips 7 oftotal Asian Americans33 1million 3 oftotal Source TIA EthnicGroupstoGrowto50 ofPopulationby2050 DistributionofPopulation Source U S BureauoftheCensus HispanicswillIncreasinglyDominate Millions Source U S BureauoftheCensus ChangingNatureofWorkandLeisure BlurringofboundariesofspaceandtimeforworkandleisureDramaticgrowthinworkflexibilityReducedneedtotravelsolelyforbusiness butcombinedbusiness leisureandleisuretravelwillgrowBothbusinessandleisuretravelmoremotivatedbyself actualization ConsumerTrendsLikelytoBuild MorefocusondoingwellwhiledoinggoodGrowinginterestinmakingcontributiontosocietyCouldstimulaterisein Volun tourism IncreasingemphasisonqualityoflifeandlifestyleenhancementRisingemphasisonenvironmentandsustainability ConsumerTrendsLikelytoBuild Educationmorerecognizedandpromotedasalifelonggoaltoenhanceself actualization personalbestLeisureaslearning TypesofTourismLikelytoGrow VisitFriends Relatives Reunions IntergenerationalandGrand TravelCombinedBusinessandLeisureTravelSecondHomesandTimeShareDestinationSpasEnrichmentTourism TypesofTourismLikelytoGrow Health Revitalization Life EnhancementTourism PeterPangeneration saynotoagingEco TourismandSoftAdventureSpaceTourismInternationalTravel InandOut Bound VirtualTravel Conclusions GrowthininternationaltraveldemandexceedingdomesticForecastsforsimilar althoughsomewhatslowerdemandgrowthin2005Despiterisingdemand somesectorsstillstrugglingfinanciallyRisingfuelcosts sluggishjobgrowthandslowereconomicgrowthwillcontinuetomakefinancialrecoveryelusiveforsomeInternetwillcontinuetogaingroundinmanyaspectsoftravel Conclusions Renewedsenseofoptimism Uptoustoseizetheday JamesRasulo President WaltDisneyParks Resorts Itistimeforustosoar RogerDow President CEO TIA Strivetowardenhancingtourism sinfluenceasatoolforworldpeaceandrestoringourimagearoundtheworld InternationalPowWow istheU S travelindustry spremierinternationalmarketplaceandisthelargestgeneratorofVisitUSAtravel InternationalPowWowHistory FirstHeldin1969CommodoreHotel NewYorkCity68U S TravelSuppliers67EuropeanTourOperators InternationalPowWowIs NOTatypicaltradeshow Morethan1 000U S travelorganizationsfromeveryregionandindustrycategoryoftheUSAMorethan1 500internationaldelegatesanddomesticbuyersfrom70 countries Threedaysofintensivepre scheduled computer generatedbusinessappointmentsmatchingbuyers sellers 44appointmentslots30 000 appointments InternationalPowWowComputerizedAppointmentPriorities 1 MutualInternationalBuyerandU S Supplierrequests2 InternationalBuyeronlyrequests3 MutualDomesticBuyerandU S Supplierrequests 4 DomesticBuyeronlyrequests5 U S Supplieronlyrequests uptofive 6 InternationalJournalistrequests7 VisitUSACommitteerequests Premierbuyersarepre qualifiedbasedontheirprovencapabilitytoselltheUSAasatraveldestination BusinessnegotiationsthatresultinbillionsinfutureVisitUSAtravel SeveralhundredmilliondollarsgoesdirectlytoHostCity State AtInternationalPowWow buyersandsellersareabletoconductbusinessthatwouldotherwisebegeneratedonlythroughanexhaustivenumberofaround the worldtrips InternationalPowWow2005 5 500 TotalDelegates3 000 U S Suppliers1 000 U S Companies1 200 Booths1 500InternationalDelegatesandDomesticBuyers70Countries400InternationalandDomesticPress PressProgram WorkingPressRoomMediaMarketplacePressBriefingRoomsPressKitRoom PowWowNewsServiceonCDOnlinePressReleaseProgramPowWowDailyAdPackagesPressBookAds PressRoom MediaMarketplace Arecord setting397journalistsattendedInternationalPowWowinLosAngelesfromallthetoptourist generatingnationsintheworld InternationalAndDomesticPress Networking Entertainment GreatBusiness SeeAmericaMarketplaceHall Lunchfor5 000 KeynoteandInvitedSpeakers GlennTilton BillMarriott AlGore Gov Bush Gov Schwarzenegger Entertainment EveningEventsarefunandmakegreat NetworkingOpportunities ScheduleofEvents RegistrationBoothSetupSightseeingToursPressEventatMOMAOpenEveningforallothers Tuesday May3 ScheduleofEvents Registration BoothSetupCont dSightseeingToursOrientationSessionMarketUpdateOpeningEveningEventatRockefellerCenter Wednesday May4 ScheduleofEvents RegistrationRibboncuttingBusinessAppointmentsMediaMarketplaceLuncheonwithKeynoteAddress HenrySilverman Chairman CEO CendantEveningEventatTime Warnerbuilding Thursday May5 ScheduleofEvents RegistrationBusinessAppointmentsLuncheonwithaBroadwayShowcaseOpenEveningforPrivateEvents Friday May6 ScheduleofEvents BusinessAppointmentsClosingLuncheonClosingEveningEventatEllisIsland Saturday May7 Sunday May8 Departures TIAMarketingGoals PromotetraveltoandwithintheUnitedStatesSeeAmericabrandleverageCoopopportunitiesforallorganizations largeandsmallAddedvalue TosetthestageforthousandsoftravelindustryorganizationswhowanttospeakthesamelanguageinthemarketplaceToleverageeveryone sfundsformutualbenefit TIAStrategy Trade SeeAmericaWeeks SeeAmericaPavilions directmail onlinepromotionsMedia PR MediaMarketplace TIAStrategy Consumer coopadvertisinginsertswithcomplementaryeditorialSeeAmerica org OnestopshoppingforU S travel ourNationalBrand SeeAmericaThemes 2002GreetingsFromAmericaPartnershipwithUSPS2003SeeAmerica sBywaysPartnershipwithDept ofTransportation2004SeeAmerica sNationalParkspartnershipwithNationalParkServiceandNationalParkFoundation 2005Theme SeeAmericaTreasureHuntGameandSweepstakes Onlinegamewithcategories think Jeopardy meets WhowantstobeaMillionaire i e NationalParks America sByways Americanmovies etc SeeAmericaTreasureHuntGameConceptCont d Engagepeoplebyactivityinterestorgeographicinteresttoencouragevisitation Allgameanswerslinkedtoappropriatewebsites TIMING LaunchedUKatWTMwithmoviecategoryonlytotieinwithDOCcampaignLaunchinternationalatITBLaunchdomesticatPowWow GameCategories NationalParksScenicBywaysAmericanMoviesRecreation OutdoorsAmericanCities AmusementParksFamousAmericansHistoricalSitesFamousPlacesJustforFunStates SweepstakesStructure Qualifiedentry youmustanswerthreequestionstobeenteredintothesweepstake