p4-5 market_focus Nov 09 20/11/09 14:52 Page 4
USA destination report
Market
analysis
The first half of 2009 was challenging for the American
market but sales are picking up. With many prices held
or discounted for next year, there are still plenty of
reasons to visit the US. Katherine Lawrey reports
T
he recession has taken few prisoners on sale over the course of this year – New
this year and the US travel industry York simply had to have more inventory
has suffered. Last year more than 4.5 because the demand was there.”
million Brits visited the US. But in the
first seven months of 2009, 2.15 million Brits PRICES ON HOLD
visited the US, which was 17% down on 2008. With 2009 being such a tough year, when
After a travel slump in early 2009, Visit USA many people put their holidays on hold,
chair Kate Burgess-Craddy says the trend is forward bookings for 2010 are encouraging.
gradually improving and state tourist boards Cath Pusey, product director at America As
are cautiously optimistic about the future. You Like It, said: “While bookings to the US
New York, easily the most popular US city for have not been as strong as we would have
British visitors, expects its UK visitor figures to liked, our forward bookings for 2010 are ahead
be 5% down at the end of this year. But Fred of this time last year. There seem to be a lot of
Dixon, senior vice-president for tourism and clients planning big trips for next summer,
convention development, said: “We are enjoy- because they either stayed at home or took
ing a rate of hotel development in New York cheaper or shorter trips this year.”
that is unprecedented in the last 10 years. Titan HiTours is also reporting an upturn.
Nearly 5,500 additional hotel rooms have come Craig Liddle, agency sales executive, said: “We
did record business in August and September,
although it’s not clear whether we turned a
corner yet or if that was just a blip.” He added
Most popular US destinations, by market share
that agent bookings were 40% up since the
release of a new “agent-friendly” brochure in
August. The redesigned cover has a stamp that
directs clients to book their holiday through
the agent who originally supplied the brochure.
Liddle also agreed with observations that the
luxury end of the market has fared better than
other sectors: “Our market, the fifty-plus
bracket, seems to be more insulated against
the recession and not suffering so badly.”
Many prices have been held for 2010 or even
reduced, and operators are stressing that now is
Florida New York California Rest the best time to visit.
Premier Holidays’ managing director,
30% 30% 18% 22%
Susan Papworth, said: “Despite the recession,
Source: United Kingdom 2008 Market Profile, Office of Travel and Tourism Industries at the US a holiday is still the top leisure activity and Brits
Department of Commerce are benefiting from competitive offers on
accommodation and airfares to the US.”
4
TTG Knowledge – November 2009
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