uk market insights trade and pr - sarasota · uk market insights trade and pr july 2017 ela ayhan...
TRANSCRIPT
UK Market Insights Trade and PR
July 2017
Ela AyhanUK Trade and PR Representative for
Visit Sarasota County
Contents
• UK travel market overview
• Insights on travel industry trends and future
• Insights on travel media landscape and future
• Recent highlights
• Summary
UK Market Overview
• Challenges in the market over the past year
– Competition
– Exchange rate
– Political noise
Florida Travel Trends
• Orlando is sensitive to market movements– Operating down due to exchange rate and theme
park costs
• Gulf coast increasing in popularity
• Booking trends changing
General Travel Trends
• Seeking active journeys and special experiences
• Booking on mobile sites and apps
• Multi generation travel
• Bleisure’ boom
UK Media Landscape
• Traditional media
• Blogs and social media
• Influencer marketing
Trade and Marketing
Sarasota Marketing &
UK Travel Trade
Sarasota in the UK Travel Trade
British Rowing Partnership
• Partner for 2016 and 2017
• Front of mind for niche audience
• Access to events and database
• Promotional opportunities
British Rowing Sponsorship Branding &Engagement
Rowing Press Coverage
Rowing Press Coverage
Media Coverage
Media CoverageNational Newspapers
Consumer Magazines
Late Deals
Trade News Stories
Siesta Key – No.1 in the US
Current Group Press Trip
• Lonely Planet
• Daily Star
• Sainsbury’s Magazine
Summary• Target high-spend market
• Maintain brand awareness and high quality of destination
• Continue to promote key messaging and USP’s with core market
Thank you.