US Market A Strategy for Growth 2018-2025
Niall Gibbons Chief Executive
Brendan Griffin TD Minister for Tourism and Sport
Chair of Steering Group Ruth Andrews Chief Executive
Steering group
The process Analysis of Consultation Consumer Strategy and Implementation: existing data with Industry and research Action Plan 2018 and beyond Trade conducted developed ?
SCALE OF AMBITION
Scenario 1 Scenario 2 € 9m € 9m Budget 2017 Budget 2017 € 11m € 13m Budget 2021 Budget 2021 Visitor numbers Visitor numbers 2m +23% 2.1m +30% 2018-2021 2018-2021 Holidaymaker revenue Holidaymaker revenue € 1.37bn +33% € 1.43bn +39% 2018-2021 2018-2021
Alison Metcalfe Head of North America
Market context OPPORTUNITIES CHALLENGES 2012-2016 Strong access Interest in Sustaining Securing growth Ireland strong stand-out for growth Ireland + 70 % Holiday Revenue GROWTH Strong Strong US Competition Capacity + 60 % economy outbound travel Holiday Visitor GROWTH
WHAT THE RESEARCH TOLD US…
Best prospects for continued growth Culturally Curious High spend Social Energisers Tour different regions Short breaks Visit in off-peak Off season
Path to Purchase Re-affirm Vivid Important sources value Arresting early Motivating Online Traditional WOW! Micro moments Personalised Comms Personalised Experiences Multi-channel Comms
Strategic framework to deliver growth Brand Key drivers Market activation Distribution & purchasability Produce and Dynamic market Access and Key enablers Experience insight infrastructure Areas of focus Regional development Season extension Industry activation & collaboration Foundation
Seven priority areas Brand and marketing Distribution and Product and Market and purchasability experience consumer insight Access Regional and seasonal Industry activation development and collaboration
Brand and OTAs Tour marketing Price is important Operators ONLINE TRAVEL AGENTS EXPEDIA BOOKING.COM TRIPADVISOR Industry More vivid, stand-out, compelling Refresh Ireland messages Deliver Trigger personalised Enhance ‘the reassessment of authentic conditions for sale’ destination/ experiences unique cut-thru inertia to the island Promote WAW, Pleasantly surprise Turn ‘interest’ into IAE, Dublin, ‘action’ them Northern Ireland - motivate to book show them things they (CCR and Belfast) now! don’t know about
Distribution and purchasability Increase visibility where US visitors are looking and booking ONLINE TRAVEL TV TOURISM IRELAND TRAVEL & REVIEW SITES/PRESS/GUIDES SOCIAL MEDIA Make island of Ireland holidays easy to buy TRADE DIRECT OFFERS ONLINE
Product and Excite US visitors experiences Explore regions Spring/Fall experiences
Know Market and our consumer insights visitors Share insights actively Know how/ where they buy Know the competition
Exploit Access access Case-make for new Drive routes demand
Regional and Season extension More exciting regional/seasonal experiences Open year- round Prioritise promotion of Regions and Seasonal experiences
Industry activation More industry & collaboration engagement with US market More value offers for US consumers
Alison Metcalfe Head of North America
Action Plan Brand and Product and • Create new ‘stand - out’ TV/digital • Share US market/consumer insights to marketing experience campaigns inform experience development • More brand-led co-operative • Build on our strong experience brands campaigns and exposure on review • Prioritise off-season initiatives sites and OTAs • Assist FI/TNI with industry market • Partner with strong travel and non- readiness travel brands to reach new audiences • Make Ireland easier to purchase • Highlight island’s food, authentic Market and • Develop actionable insights from experiences, value for money consumer research and monitoring of trends insight • Promote attractive regional/seasonal • Share US market/consumer insights holidays with agencies and industry to inform experience development Distribution • Increase visibility where visitors look and purchas- and book ability • Maximise all sales channels – traditional and new • Work with partners to develop value for money initiatives
Action Plan Access Industry • Work with carriers to sustain current • Continue successful collaboration with activation access and maximise new routes agencies, industry partners and others and • Work with airports to case-make for collaboration • Promote better sharing of information new routes of strategic importance across all partners
Paul Keeley Director of Business Development
Action Plan Brand and Distribution • Continue to build on experience • Work with TI to ensure buyers and marketing and purchas- brands intermediaries aware of product ability development pipeline • Provide newsworthy updates to inform TI and industry marketing • De-risk programming for new/existing distributors • Deliver regional and season extension initiatives which also enhance value for • Work with industry to develop new money programmes, incl regional/seasonal initiatives • Ensure Industry have skills/tools to be active throughout the consumer • Assist industry to be market-ready and journey more active in market Market and • Partner with TI on a combined, consumer over-arching research strategy insight
Action Plan Product and Access • Focus on developing experiences that • Work with the industry to capitalise on experience appeal specifically to US visitors opportunities arising from new and existing routes • Extend the range of things to see and do, particularly iconic historic attractions • Roll out new food strategy • Deliver new experiences to support regional and season extension Industry • Mobilise industry offers for key • Advocate to secure more activation distribution channels in support of TI accommodation in key areas and campaigns collaboration • Foster an increase in online booking facilities and better utilisation of attractions • Evaluate and define niche opportunities e.g. business tourism, golf, luxury, adventure
Rosemary Lightbody Experience Development Manager
Action Plan Brand and Product and • Share in-depth product updates to • Develop a range of compelling marketing experience inform TI and industry marketing experiences that showcase NI’s distinctiveness • Share relevant content developed for the domestic market with TI and • Define and establish Northern industry Ireland’s new proposition of scale • Evaluate and define ‘niche’ opportunities in the US market • Support Ulster Connections and build Distribution • Work with NI industry with market- on Stone Mountain activity and purchas- ready product to enhance marketing • Ensure NI food is showcased in all ability and sales skills communications and experiences • Encourage the NI industry to take • Strengthen links between NI holiday advantage of competitive exchange experiences and those in northern half rate of the island • Work with industry to develop regional/seasonal initiatives
Action Plan Market and Industry • Partner with Tourism Ireland on a • Identify best routes to market for NI consumer activation combined, over-arching research industry – including niche and online insight and strategy collaboration • Scope the feasibility of a market access fund to boost NI industry activity in US • Organise a workshop for NI industry that highlights opportunities in US market Access • Work with TI to sustain and maximise opportunities around direct services
Eoghan O’Mara Walsh Chief Executive
Industry Action Plan Brand and Product and • Align industry marketing in US with TI • Case-make for more investment in marketing experience campaigns tourism infrastructure and experiences • Use similar messages and imagery • Encourage more investment in accommodation • Case-make for enhanced marketing resource for TI • Continue to offer good value for money holidays • Work with FI and TNI to exploit Irish food Distribution • Increase industry use of online • Develop Lakelands/Midlands brand and purchas- booking channels ability and NI proposition of scale • Encourage greater participation in sales trips and promotions • Foster initiatives that boost travel to the regions and helps extend the season
Industry Action Plan Market and Industry • Leverage new US market/consumer • Ensure visitor satisfaction remains high consumer activation insights to boost business • Prioritise good value for money and insight collaboration • Case-make for state charges to remain competitive • Encourage more private sector investment in accommodation and attractions Access • Make more of opportunities presented by new/existing air and sea services • Case-make for the second runway and other infrastructure at Dublin Airport
Niall Gibbons Chief Executive
Q&A
Recommend
More recommend
