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TOURISM UK ranks fifth for global tourism

Te UK has the fiſth most compet- itive tourism market in the world, according to the World Economic Forum’s latest travel report. Te report looks at 141 countries

and ranks them on how well they could deliver sustainable economic and societal benefits through their travel and tourism sector. A healthy business environment,

strong air travel infrastructure and a wealth of cultural attractions makes the UK a popular destination. Providing 3.5 per cent of GDP,

the tourism sector in the UK is worth £57bn and is set to grow by more than 3 per cent this year. It provides 5.5 per cent of the country’s jobs. More than 31 million tourists visited

Britain’s cultural heritage is a big driver of inbound tourism

in 2013, bringing £26m into the economy. On the downside, only Switzerland is more

expensive to visit than the UK, as the Air Passenger Duty can add up to £71 on the price of an airline ticket. Following the election of a majority Conservative government, the British Hospitality Association has called for tourism VAT to be cut to 5 per cent which, it argues, would massively boost jobs. The report also showed that new middle classes from countries like China, senior

travellers from the West and the millennial generation are increasingly shaping the travel and tourism industry. It recommends tourism- oriented economies adapt to changing global trends as well as growing market segments. The diversity in the top 30 shows that a

country does not have to be wealthy to have a flourishing tourism sector,” says economist at the World Economic Forum, Roberto Crotti. “But many countries should still do more to tackle travel and tourism challenges, including visa policies, environmental protection and ICT readiness.” Details:

Mobile tracking ‘tough’ for travel firms

The digital revolution has democratised the way con- sumers shop for travel, transforming it from a seller’s to a buyer’s market, with 42 per cent of holidaymakers using review websites to plan holidays. Tis means travel businesses need to undergo their own transformation from a product-centric to a consumer-centric model. These were key findings

from Deloitte’s 2015 Travel Consumer report, working with the British Travel Awards to survey 40,000 respondents. An increasing number of tools allow consum-

Using multiple platforms negatively impacts sales conversion rates

ers to search and compare thousands of flights and hotels in an instant. For example, Deloitte’s research shows 59 per cent of holidaymakers compare prices online. It also found a third of holidaymakers used two or more devices when researching their most recent holiday, but only 17 per cent of vacationers researching on their smartphone also used the device to book.


Tis shows travel businesses must adapt to fragmentation of the digital channel. Tracking consumer activity across devices

and apps continues to be a challenge for busi- nesses. A consumer that abandons an online basket in their tablet app and then books using their laptop can appear as two separate con- sumers and this has a negative impact on sales conversion rates. Details:

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