Post on 19-Sep-2019
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TOM NORWALK President & CEO | Visit Seattle
MATT MURPHY Chair of the Board | Visit Seattle
Executive Vice President | Paramount Hotels
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2015 Seattle-King County Tourism Impact
Total Visitors:
38.1 Million (+2.6%)
Overnight Visitors:
19.7 Million (+2.3%)
Source: Tourism Economics/Visit Seattle
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2015 Seattle-King County Tourism Impact
Source: Tourism Economics/Visit Seattle
International Visitors:
7% of all visitors
17% of all visitor expenditures
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2015 Seattle-King County Tourism Impact
Source: Tourism Economics/Visit Seattle
Visitor-Generated Tax Revenue:
$692 Million (+7.9%)
Job Supported by Tourism:
73,018 (+3.4%)
Visitor Expenditures:
$6.8 Billion (+5.8%)
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2016 Destination & Industry Objectives
2016 Destination & Industry Objectives WSCC Additional Facility
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LESLIE KUNDE Vice Chair of the Board | Visit Seattle Director, Customer Relations | Boeing
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WILLIAM WARD CEO, Clipper Ventures
SIR ROBIN KNOX-JOHNSTON Founder & Chairman of the Clipper Race
Industry Defining Moments January 2012
May 2014 December 2014
March 2010 National Travel and Tourism Strategy Signing the Travel Promotion Act into Law
Presidential Memorandum on Travel and Tourism Reauthorization of Federal Funding for Brand USA
Path to 100 Million Arrivals
0
5000
10000
15000
20000
25000
30000 ArgentinaAustraliaBrazilCanadaChileChinaColombiaFranceGermanyIndiaIrelandItalyJapanKorea, Republic OfMexicoNetherlandsRussian FederationSpainSwedenSwitzerlandUnited KingdomVenezuela
Path to 100 Million Arrivals
0
1000
2000
3000
4000
5000
6000 ArgentinaAustraliaBrazilChileChinaColombiaFranceGermanyIndiaIrelandItalyJapanKorea, Republic OfNetherlandsRussian FederationSpainSwedenSwitzerlandUnited KingdomVenezuelaAR+CO+VZ
Contribution to Path to 100 Million Country 2014 2021 2021/2014 Growth
Canada 22,975 26,744 16% Mexico 17,334 24,153 39% United Kingdom 3,973 4,893 23% China 2,188 4,728 116% Japan 3,579 4,252 19% Brazil * 2,264 3,260 44% Germany 1,969 2,449 24% South Korea 1,450 2,335 61% France 1,625 2,224 37% India 962 1,853 93% Australia 1,276 1,688 32% Colombia 881 1,614 83% Italy 934 1,275 36% Spain 700 944 35% * Pending Re-Forecast
Contribution to Path to 100 Million Country 2014 2021 2021/2014 Growth
Netherlands 616 810 32% Sweden 543 736 35% Argentina 685 735 7% Switzerland 487 607 25% Taiwan 413 568 37% Venezuela 616 547 -11% Ireland 395 495 25% Russia 341 437 28% Chile 249 422 69% Norway 299 416 39% Denmark 284 402 42% Indonesia 86 118 38%
• Adding Partner Value
• Expanding Role in BRIC Markets
• Defining Markets
Continuing the Discussion…
Market Structure
Establish a tiered market structure to guide strategy, program development and resources.
Focus & Spend
# of Markets
PRIME VOLUME MARKETS • Insights drive global strategy and development • Original programs and partnerships • Fully integrated media mix, including a combination of broadcast,
cinema, out-of-home, events, digital display, online travel experts media, paid search and paid social (assumes website presence, sharing)
• Fully integrated co-op programs; trade efforts and execution
TARGETED VOLUME MARKETS • Execution of proven marketing concepts and strategies • Digital display, paid search and paid social (assumes website presence), sharing select
co-op programs; trade programs and execution
NEW VOLUME MARKETS • Implement global media programs • Local language / cultural adaptation • Website presence, paid search and social programs for traffic
generation, select co-op activities; key trade activities and support
Market Prioritization: Prime Volume Markets
• Canada
• Mexico (*Pending Re-Forecast)
• United Kingdom
• China (Highest Growth Potential)
• Brazil (*Pending Re-Forecast)
2014 % ‘13 % ‘16 23 MM - 1.8% + 4.7%
17 MM + 17% + 4.8%*
4 MM + 3.6% + 3.5%
2.2 MM + 21.1% + 15%
2.3 MM + 9.9% + 7.4%*
Market Prioritization: Targeted Volume Markets
• Japan
• Australia
• India
• Germany
• South Korea
2014 % ‘13 % ‘16 3.6 MM - 4% + 1.2%
1.3 MM + 5.9% + 5.3%
960 K + 11.9% + 14%
1.9 MM + 2.7% + 3.5%
1.4 MM + 6.6% + 9%
Market Prioritization: New Volume Markets
• France
• Sweden
• Colombia
• Chile
2014 % ‘13 % ‘16
1.6 MM + 8% + 7.9%
540 K +14 % + 4.8%
881 K + 18% + 11.9%
249 K + 17% + 11.3%
USA Consumer Marketing Campaign 14 Markets that generate 81% of inbound travel to the USA
• Australia • Brazil
• Canada • Chile
• China • Colombia
• France • Germany
• South Korea • Sweden
• Mexico • United Kingdom
• India • Japan
Market Prioritization: Trade & Partner Focus
Brand USA sponsored Visit USA collaboration, trade shows, road shows, missions, fams and/or training activities
* Select countries in each region
• Spain
• Hong Kong/Taiwan
• Italy
• Benelux Region
• South America*
• Nordic Countries*
• Austria
• Switzerland
• Southeast Asia*
• Central America*
• Gulf Cooperation Council (GCC)*
• Africa*
• Israel
• Hungary
Motivation
Treat Myself And Have Fun
Escape And Recharge
Learn About Different Cultures
See Faraway Friends/Family
Satisfy A Sense Of Adventure
Trigger Need A Break From Routine
Ritual/Habit
Destination Calling
Visiting Friends/Family
Great Deal
Celebration Of Milestone
Event
Motivation + Trigger = Trip Persona
0%
10%
20%
30%
40%
50%
60%
Jun-15
Aug-15
Dec-15
Unfavorable Currency Exchange Value as Reason for Not Visiting US
Source: Brand USA Tracking Study Base: Travelers who are not likely to visit the US in the next 12 months
Strong U.S. Dollar Impacts International Visitation and Spend to the USA
Value of U.S. Dollar Indexed to Period Average (2000-2015 YTD)
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 YTD2015
CAD
BRL
EUR
Source: OANDA
This Situation Creates a Perception of Limited Value for Price
Surging dollar lowers the comparative cost of experiences compared to geographically close, competing destinations
COST
PRODUCT OFFERING
VALUE
2016 Marketing Challenge How do we elevate the perception that trips to the U.S. give travelers more diversity and therefore more bang
for their buck, yen, real, peso?
Proximity Is the Equalizer
The perceived cost of one trip with multiple experiences holds more value than many trips with a singular focus. Time and new are currency.
VALUE
COST
PROXIMITY + +
TIME
GREAT OUTDOORS/U
RBAN EXCITEMENT
TIME
National Parks Adventure
● Sponsorships: $ 22.15 Million to date – $ 6.15 Million Cash – $16 Million In-Kind
• First Global Sponsor
• First Non-endemic Global Sponsor
• Asia Partner
• USA Partner
Targeted Key International City Premiere/Launch Events
AUSTRALIA Sydney IMAX Theatre Sydney
Melbourne Museum Victoria CANADA Ontario Ontario Science Centre
Montreal Montreal Science Centre, Old Port CHINA Beijing China Science & Technology Museum National Film Museum
Shanghai Shanghai Science & Technology Museum
DENMARK Copenhagen Tycho Brahe Planetarium FRANCE Paris La Geode GERMANY Frankfurt Auto & Technik Museum HONG KONG Hong Kong Hong Kong Space Museum INDIA Mumbai Nehru Science Center MEXICO Mexico City Papalote Museo del Nino
NETHERLANDS The Hague Omniversum SWEDEN Stockholm Cosmonova UNITED KINGDOM London British Film Institute
BRAZIL TBD ITALY TBD JAPAN TBD
Thank You!
Travel Industry Information @BrandUSA on Twitter
TheBrandUSA.com
Consumer Information @DiscoverAmerica on Twitter
Facebook.com/DiscoverAmerica DiscoverAmerica.com
#VisitTheUSA
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Proprietary + Confidential
Micro-Moments The New Travel Consumer Journey
Rob Torres Managing Director, Google Inc.
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Proprietary + Confidential
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18
All Digital moments
38,983 moments
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Proprietary + Confidential
Pizza
HD TV
Disney World
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
All Digital moments
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Proprietary + Confidential
Decreasing time per visit on Travel mobile websites year-over-year.
Almost 2x increase in mobile conversion rates on the Travel mobile web year-over-year.
Almost 50% increase in mobile searches in the Travel category year-over-year.
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
I-WANT-TO-KNOW DREAM
I-WANT-TO-GO PLAN
I-WANT-TO-BOOK BOOK
I-WANT-TO-DO EXPERIENCE
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Proprietary + Confidential
Destinations on Google
Instant Flight & Hotel Prices Suggested Itineraries Plan a Trip
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2015 TOURISM AMBASSADORS
Sally Williams Meeting and Event Manager Sheraton Seattle Hotel
Veliere Crump Box Office Manager Teatro ZinZanni
Keith Dowsing Chef Concierge Alexis Hotel
Diana Hennick Visitor Services Manager The Center for Wooden Boats
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2016 TOURISM AMBASSADORS
Carolyn Nicolls Visitor Services Team Lead EMP Museum
Gavin Stephenson Executive Chef Fairmont Olympic Hotel
Paula Wright Guest Services Assistant Manager CenturyLink Field
Tom Wilcox Operations Services Coordinator Bill & Melinda Gates Foundation Visitor Center
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CONGRATULATIONS CAROLYN!
CAROLYN NICOLLS Visitor Services Team Lead | EMP Museum 2016 Tourism Ambassador of the Year
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