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US Target Market: Get to know more about our target groups:

Presented by Srisuda Wanapinyosak

Director1

Friday, 17 June 2011

TAT’s Corporate Plan

TAT’s Marketing Plan

Strategic Objective

2012

KPI

Increase Tourism Revenue

Maintain Thailand’s Asia Pacific Market Share

Promote Thailand’s ImageAs “Value Destination”

Income Growth≥ 7%

35% of Tourists Belief Thailand as “Value

Destination

Thailand’s Asia Pacific Market Share (Arrivals)

≥ 21.4%

Corporate Marketing Strategy

Objectives

Expanding Quality Market

Building Leisure Tourism

Market Base

Enhancing Competitiveness

Strengthening Amazing

Thailand Brand

To expand quality market base (high income & special interest segments)

To expand the market base of

repeaters and 1st visitors

To increase efficiency in

reaching customers with lower cost

To persuade target audience that Thailand is a

“Value Destination”

TAT NY’s Target Market

Target Group

- Honeymooners- Pink Market- Medical Traveler

- Baby Boomers- Gen X, Gen Y

2


Leisure Market

Special Interest Market

• Baby Boomers

• Bobos

• Gen X

• Gen Y

• Honeymooners

• Pink Market

• Medical Traveler

3


4


BABY BOOMERS

5


BABY BOOMERS

• Market Size: 76 million

• Younger Boomers (45-54)

• Older Boomers (55-65)

• Seniors (66+)51% of “Leisure Travel” Market

6


BOBOS

7


BOBOS (Bohemian Bourgeois)

• Market Size: 4 million

• Bobos do not consider themselves as 65

• Physically more active

• Have more time on their hands & travel more

• 99% connected to the internet

• More likely to research & book travel online

8


Myth #1: Boomers are retiring early

Myth #2: Boomers are downsizing their homes

Myth #3: Boomers are married empty nesters

Myth #4: You can capture Boomers with mainstream advertising

Myth #5: Boomers are brand loyal and will not switch

Myth #6: Boomers are all wealthy

Myth #7: Boomers are winding down with age

Myth #8: Boomers are technologically challenged

Myth #9: Boomers are the “Me Generation”

Myth #10: Boomers are all the same

9


GEN X (Market Size: 52 million)

GEN Y (Market Size: 80 million)

10


GEN X & GEN Y

• Driven by good travel deals

• Interested in digital technology & social media

(e.g. Facebook, Twitter, YouTube, Smartphone, etc.)

• Independent travelers

• Seek cultural and holistic experience

• With an aggregate income approaching 1 trillion,

Gen Y adults are expected to play an essential role

in economic recovery 11


12


HONEYMOONERS

(Market Size: 4.8 million; Buying Power: $12 billion)

13


HONEYMOONERS

• Household income: $110,000

• 70% graduated college

• 81% of newly married couple take a honeymoon

• 63% take overseas honeymoons

• Spend on average $5,600 on a honeymoon

• Average stay is 8 days

• Stay: 40% in resorts; 27% in large hotels; 10% in small hotels

14


GLBT (PINK MARKET)

(Market Size: 15 million; Buying Power: $835 billion)

15


GLBT (PINK MARKET)

• 6-7% of adult populations (and growing)

• Have higher incomes than average consumers

• Strong “Road Warrior” (10+ trips/year) 50% did not

travel for business

• Prefer gay-friendly destinations

• Favor luxury travel & seek lifestyle specific traveling

• Canada’s Pink Market ≥ C$75 billion

16


MEDICAL TRAVELER

(Market Size: 1.6 million; Buying Power: $6 billion)

17


MEDICAL TRAVELER

• By 2012, over 1.6 M Americans will seek care overseas

• Prefer top quality facilities

• Prefer cutting edge medical practices

• Medical staff fluent in English

• Value for money is key

• Rely on personal referrals & hospital affiliations

18


MEDICAL TRAVELER

-22.50-15.00

-7.500

7.5015.0022.5030.00

1999 2000 2001 2002 2003 2004 2005 2006% C

hang

e fr

om P

revi

ous

Year

Yea

r

Large Company Health Benefit CostDow Jones IndustrialsConsumer Price Index

• Over 50 M Americans are

without health insurance

•Over 120 M Americans without

dental insurance

•Company healthcare costs:

$10,000 per employee

(or $10 M per 1,000 employees)

• With a 6% growth rate

19


MEDICAL TRAVELER

Healthcare insurance premiums outpacing employee wage growth

0%4%8%

11%15%

2000 2001 2002 2003 2004 2005 2006 2007

Employee Wage and Healthcare Premium Growth

Health Premiums Employee Wages20


Target

SegmentsCompetitors Thailand/TAT’s strengths

Boomers Long Haul: China, Hong Kong and Korea

Short Haul: Canada, Caribbean, Mexico, and Europe

• Value for money

• Wellness and Spa

• Friendliness of its People

• Natural Beauty, beaches, unique culture, cuisine

• Gateway to Indochina

• 1st world transportation hubs & accessibility

• World Class hotels/superstructure

• Good and varied shopping options

Generation X Long Haul : China, Hong Kong, Vietnam Korea, Middle East, Africa, India

Short Haul: Europe, Caribbean, Canada, Mexico, Central America

• Value for money

• Soft adventure


• Natural Beauty, beaches, culture, cuisine

Generation Y Long Haul: Vietnam, Cambodia, India, Africa, Brazil

Short Haul: Caribbean, Mexico, Canada, Central & South America, Europe

• Value for money


• Learn and live the Thai way of life

• Soft adventure

• Ability to communicate with tourists in English

• 1st world transportation hubs and accessibility

• Gateway to Indochina

Leisure Market

21


Special Interest Market

Target

SegmentsCompetitors Thailand/TAT’s strengths

Honeymooners Long Haul: Europe, South Pacific, Australia

Short Haul: Caribbean and Hawaii

• Warm weather

• Excellent beaches

• Exquisite cuisine

• World Class hotels

• Top in value for money

• Excellent Spa and Wellness product

• Superior service

• Larger marketing budget and outreach

• Excellent and varied shopping

• Luxury hotels

• New/Emerging destination for honeymooners

L.G.B.T Long Haul: Australia, Brazil, Czech Republic

Short Haul: UK, Germany, Mexico

• Gay accepting society

• Value for money

• Friendliness of People

• Unique culture

• Annual Gay Pride Parade (each September)

• Extensive internet capabilities & accessibilityMedical Traveler

Long Haul: Latin America (50% Market Share)

Short Haul: India, Singapore, Korea

• International Standards

• Professional Doctors

• Reasonable Price

• State-of-the-art Technology

• Thai Hospitality 22


Thank You

Tourism Authority of Thailand, New York23
