how to increase your profits by targeting american tourists
DESCRIPTION
What we’ll be covering Discover Valuable Information Regarding the Multi-Billion Dollar American Tourist Market JASON McDONALD StringCan Interactive We build digital roadmaps that win! @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr Understand American’s Purchasing Patterns and Growth Segments 3 Simple & Proven Strategies to Attract American Consumers How you can win a free custom analytics dashboard for your company! Average American Insight How do they see European Travel: Easy to get around A chance to try their second language A chance to experience “real” history and culture An opportunity to trace family history Some Numbers to Think About 54% of users said recommendations from friends or family are the most influential factors when choosing a destination 65% say they use Google to research their trip 71% of trip for leisure are planned less than 3 months before the vacation 35% of trips are planned one month before the trip Babyboomer insights Things to remember They are more active than the WWII generation They are in better health than any retirement generation in history They are less likely to travel in groups Create Powerful and Relevant Content! American’s are hungry for information Content is vital to being found online and to engaging with your audiences Content is an opportunity to define your brand 4 changes every travel company should make because of Google’s Hummingbird Update Add relevant new content regularly Make sure you are creating positive social signals Encourage and facilitate positive reviews Develop natural validation (travel blogs) Speak English not Franglish Know Your Audience and Speak to Them Directly Each audience has its own set of goals. Do you know who your ideal audiences is and how to best reach them through your website, search, social, and other online channels. 3 Proven Strategies to Attract Americans Provide a lot of info about your brand – American’s need Information Make sure your English is American English Know your audience segments and speak directly to all of themTRANSCRIPT
How to
Increase Your
Profits by
Targeting
American
Tourists ?3 Proven Strategies to Attract,
Retain and Grow Your American
Tourist Base
image source: http://dailym.ai/1mlndYL
JASON McDONALDStringCan InteractiveWe build digital roadmaps that win!
@stringcanagency@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactivefr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.comstringcaninteractive.fr
My Passion: Help companies access the US market successfully
My Marketing Talent: Connecting clients to their ideal audience online
StringCan Mission: Making Complex Simple!
What we’ll be covering • Discover Valuable Information Regarding the
Multi-Billion Dollar American Tourist Market
• Understand American’s Purchasing Patterns and Growth Segments
• 3 Simple & Proven Strategies to Attract American Consumers
• How you can win a free custom analytics dashboard for your company!
#AmericanTourists
Who is StringCan
HeadquartersScottsdale,
Arizona
International Paris, France
We are a global digital marketing group with
locations in the United States and France.
#AmericanTourists
Baked and Branded –
Boston Mass.
Our Clients
#AmericanTourists
Multi-Billion Dollar American Tourist Market
Tourism Industry
• International tourist arrivals (overnight visitors) grew by 4% in 2012, topping the 1 billion visitor mark globally for the first time in history.
• Travel sites are taking a huge piece of travel companies profits.
#AmericanTourists
The Question Is
Are Americans right for your business?
#AmericanTourists
What do you think?
A. 48 million B. 110 million C. 203 million D. 304 million
How many American’s have passports?
#AmericanTourists
US Population
314 million
The number of people who speak the same language
298 millions
Americans with passports
110 millions
Statistics on America
#AmericanTourists
We’re going to look at three groups of Americans?
Average Americans
Babyboomers Affluent Americans
I’m Average
#AmericanTourists
Average Americans
13Average Number of
Vacation Days
17% Is the increase in American travel plans in 2013
23.4Million
Americans visited
Europe in 2013
$2,204Average American spends per
trip
“US travel demand
continued to grow to Europe as a whole in
2013”
• European Travel Commission, European Tourism 2013 – Trends & prospects, Quarterly Report – Q4/2013
• European Travel Commission, Marker Insights, United States, July 2009
#AmericanTourists
Average American Insight
How do they see European Travel: • Easy to get around • A chance to try their second language • A chance to experience “real” history
and culture • An opportunity to trace family history
#AmericanTourists
What do you think?
A. 5%B. 30%C. 55%D. 83%
What percentage of American tourist visit more than one country while on vacation in
Europe?
#AmericanTourists
Average Americans Today
• More have traveled outside the US than
ever before• They are less ignorant about the
country they are visiting • The 10 countries in 10 days is now a
cliché – 70% only travel to one country per trip
• They expect a lot of quality information about the trip
• They expect certain standards to be met when they are in Europe #AmericanTourists
When do they travel?
Most Americans travel between May and September Peak travel occurs in the summer months
Average European trips for Americans last 18.3 days
Tips of 1-2 weeks are growing
#AmericanTourists
How do American’s Want to Spend Their Vacations?
30%Planning local shopping trips
26%Learning about the local food and cuisine
24%Partaking in
learning/educational activities 36%
Immersing themselves into the local culture
23%Visiting
historical sites and
monuments
#AmericanTourists
Americans in Europe
Top 5 activities in Europe
85% 75% Shopping
53% Visiting
small cities
70% Visiting
Historical places
53% Site
seeing in cities
Eating in restaurants
The Resonance Report 2013, US Affluent Travel and Leisure
#AmericanTourists
Some Numbers to Think About
• 54% of users said recommendations from friends or family are the most influential factors when choosing a destination
• 65% say they use Google to research their trip
• 71% of trip for leisure are planned less than 3 months before the vacation
• 35% of trips are planned one month before the trip
TIA Leisure Travel Planning Report Guidelines, Beyond Booking Report
#AmericanTourists
What are they saying about Online?
How do Americans rank aspects of a travel website as most compelling? • 34% Reviews by other travelers
• 32% Photos / Slideshows
• 25% Articles on the destination / area
TIA Leisure Travel Planning Report Guidelines, Beyond Booking Report
#AmericanTourists
Babyboomers
#AmericanTourists
What is a babyboomer?
2011The first year
boomers turned 65 years old
76Million Between 1946 and 1964 a lot of babies
were born
8,000Boomers turn 65 a
day
65Retiremen
t age in the US
Boomers outspend
younger adults online
2:1 on a per-capita
basis (Forrester Research).
#AmericanTourists
(Forrester Research).
Boomer Online
61%Use Social
Media
53% Use it more than 6 hours
a week
97% Use
36% Use
26% Use Blogs 80%
Book Travel online
StringCan Interactive Survey client survey
#AmericanTourists
Boomer Traveling
37%of the US populatio
n
$100KAvg.
household income 30.6%
75% Spend up to 20% of their income on
travel
78% Said price was the biggest factor in planning a trip
80% Book Travel online
#AmericanTourists
StringCan Interactive Survey client survey
Babyboomer insights
Things to remember • They are more active than the
WWII generation
• They are in better health than any retirement generation in history
• They are less likely to travel in groups
#AmericanTourists
Affluent Americans
#AmericanTourists
Who are Affluent Americans
Incomes of
$150K
or more
57%Planned Family
Vacations in 2008
29%Of spending on both
air travel and lodging
9%Of
American Househol
ds
65% Booked Vacations online (under 55 years
old
The Resonance Report 2013, US Affluent Travel and Leisure
#AmericanTourists
Affluent Accommodations
Where the rich lay
their head
#1Amenity –
High speed internet
9% Prefer cruise
ships
All –Inclusive
77% Belong to loyalty
Programs
Down from 22% in 2008 to 13%
in 2012
The Resonance Report 2013, US Affluent Travel and Leisure
#AmericanTourists
3 Proven Strategies to Attract Americans
What do you think?
A. PandaB. Penguin C. Dragon D. HummingbirdE. Pigeon
What was the name of the last major algorithm change implemented by Google?
#AmericanTourists
Create Powerful and Relevant Content!
• American’s are hungry for information
• Content is vital to being found online and to engaging with your audiences
• Content is an opportunity to define your brand
1
#AmericanTourists
Can They Find You?
4 changes every travel company should make because of Google’s Hummingbird Update 1. Add relevant new content regularly2. Make sure you are creating positive social signals3. Encourage and facilitate positive reviews4. Develop natural validation (travel blogs)
#AmericanTourists
Drive and mange your online reputation
#AmericanTourists
Use Social Media for Validation
• Social media is a great tool to validate your brand experience.
• Not to drive people to your website.
#AmericanTourists
Speak English not Franglish
Will they be able to speak
English?
2
#AmericanTourists
Know Your Audience and Speak to Them Directly
Each audience has its own set of goals. • Do you know who your ideal audiences is and
how to best reach them through your website, search, social, and other online channels.
3
Researches European
Travel Options on Google
Looks at Peer Reviews
Connects Through Facebook
#AmericanTourists
#AmericanTourists
Use Data to Help Drive Your American
Marketing Strategy Do this by tracking the progress of your:
• ROI• Reputation• Site Engagement
#AmericanTourists
Win A Custom Analytics Dashboard
All attendees will receive an email to sign up to win the free
dashboard!
#AmericanTourists
3 Proven Strategies to Attract Americans
• Provide a lot of info about your brand – American’s
need Information
• Make sure your English is American English
• Know your audience segments and speak directly
to all of them
#AmericanTourists
THANKYOU