usa: tendencias del mercado y cómo se viene la primera ...agenda usa pre pandemia: cifras. mirada...
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FEDETUR TALK
USA: Tendencias del Mercado y cómo
se viene la Primera Ola de reactivación
18 mayo 2021
Agenda
USA pre pandemia: Cifras.
Mirada Experta: USA: Tendencias del mercado y cómo se viene la
primera ola de reactivación.
Pregúntale al especialista
18Mayo 21
CIFRAS: USA pre pandemia
Llegadas históricas
Fuente: Subsecretaría de Turismo
-
50.000
100.000
150.000
200.000
250.000
2014 2015 2016 2017 2018 2019 2020
LLEGADAS HISTÓRICAS USA
-
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
ESTACIONALIDAD USA
US '17 US'18 US'19 US´20
Perfil visitante pre pandemia
Fuente: Estudio de la Corporación de Turismo de Santiago Welcome Point Aeropuerto – Ene 19 a Dic 19 -
Perfil visitante pre pandemia
Fuente: Estudio de la Corporación de Turismo de Santiago Welcome Point Aeropuerto – Ene 19 a Dic 19 -
U S M A R K E T & T R E N D S P R E S E N T A T I O N
for
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A B O U T T U R N E R
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TURNER specializes in a unique cross-section that speaks to the modern consumer, blending four key practice areas. At the intersection of these consumer interests is the desire to experience, and our sweet spot is knowing how best to fulfill that need.
The term "outdoor" i s be ing redef ined by consumers : The new
generat ion of outdoor
companies i s ad jus t ing
to focus on van
camping, cab in l i fe and
g lobal t rave l . Brands
shou ld suppor t
consumers on the i r “way
to the out s ide .”
Consumers ’ deep des i re for heal th and wel lness i s
rad ica l ly reshap ing what brands need to of fer and how
they communica te the va lue of the i r goods and serv ices
- al l v ia the lens of be ing wel l . Today’s luxury comes in
the form of f i tnes s s tud ios over bars , comfor t -dr iven
a th le i sure , c lean beauty products wi th min imal
ingred ient s and a l ternat ive forms to hea l thcare .
In today’s climate, travel companies need to do much more than create outstanding product: they need to
take an active stance on social issues,
satisfy consumer demands for
transparency and sustainability, and
have the courage to “self-disrupt” their
own identity and the sources of their
old success to realize these changes
and win new generations of customers.
Technology has changed the way consumers shop forever - they
can buy whatever they want, wherever they are, with the click of a
button. Because of this, the idea of the retail store’s purpose has
also changed: while it once existed strictly as a place to transact, it
now needs to give customers things that can’t be easily replicated
online - tactile, engaging experiences.
O U T D O O R & A D V E N T U R E
THE EXPERIENCE LIFESTYLE
W E L L N E S S
T R A V E L
R E T A I L
O U R E X P E R T I S E
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O U R C L I E N T E X P E R I E N C E
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AUSTIN DOWNTOWN
AUSTIN DOWNTOWN
DOWNTOWN NEW ORLEANSORLANDO BONNET CREEK
Sarasota
Europe
Chicago Downtown
St. Thomas
D A T A + I N S I G H T S + B R A N D S T R A T E G Y
M E D I A + I N F L U E N C E R R E L A T I O N S
T R A V E L T R A D EM A R K E T I N G
E N T E R T A I N M E N T M A R K E T I N G /C E L E B R I T Y P L A C E M E N T
B R A N D P A R T N E R S H I P SE X P E R I E N T I A L
C O N T E N TP R O D U C T I O N
D I G I T A L +S O C I A L M E D I AS E R V I C E S
Analysis + strategy
Content syndication
Community management
Sweepstakes/contests/UGC challenges
Market researchConsumer behavior analysisMacro + micro trend impact
Ambassador negotiations
Talent negotiations
Paid integration
Strategic alliances
Co-branded marketing programs
Product capsule collections
Adjacent category campaigns
Pitching and creative releases
Media training
Press trips and FAMs
In-market media blitzes
Influencer integration + management
Scalable activations
Strategy to concept ideation
Design + production management
Co-op marketing programs
Trade show representation
Education programs
Branded editorial
Microsite and app development
Data visualization
Video and photoshoot production
TURNER excels at creating integrated communications programs ta i lored to each brand’s dist inct needs and KPIs . No two brands are the same, and we bui ld customized programs from a suite of in-house services that have evolved to meet the changing needs of modern communication programs.
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M E N U O F S E R V I C E S
TRENDS AND INSIGHTS
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2
A L O O K B A C K : C O N S U M E R S E N T I M E N T A M I D S T T H E P A N D E M I C
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P R I V A C Y I S T H E N E W L U X U R Y
P O D T R A V E LW E L L N E S S B E Y O N D W O R K O U T S
R E M O T E ( O F F I C E )L O C A T I O N S
A L O O K B A C K : C O N S U M E R T R E N D S T H A T E M E R G E D
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A L O O K B A C K : M E D I A M O V E S & U P D A T E S
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T H E Y E A R A H E A D : C O N S U M E R C O N S I D E R A T I O N S I N T E R N A T I O N A L T R A V E L
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• Consumers will expect to feel protected whenever they leave the house. Hospitality sector should focus on providing clear evidence of sanitary protocols.
• Social media and peer review platforms can play a different role as consumers research a destination. Having good reviews will be very important.
• More consumers are questioning the credibility of the advice they are receiving and will look to professionals and experts to build trust rather than reliance on social media personalities. And 38% of consumers now say they want to hear from brand employees on social media.
• In January, travelers were still fairly optimistic about international travel in 2021, with most travelers planning to go abroad for their main holiday in 2021. However, the much more cautious approach from the government and a rise in cases in many European destinations has since significantly impacted people’s confidence in international travel. The introduction of quarantine hotels, three PCR tests for all arrivals and no clarity on the resumption of international travel in February have made more travelers change their mind on holidaying abroad. The announcement of the traffic light system has further subdued the appeal of international travel, particularly among over-55s who are more likely to wait until restrictions are lifted before making a booking.
• Consumers who are still interested in travel overseas in the
near future show a willingness to spend more on these trips. As a result, luxury holidays will be a more popular option in 2021, while more travelers will be looking to take a once-in-a-lifetime holiday once the threat of COVID-19 is very low.
• Long-haul travel is more likely to appeal to younger travelers, who are generally more adventurous, and affluent travelers, who are more likely to have increased savings over the past year and will use these to splash out.
• One area of growth will be “holidays of a lifetime” especially for UK travelers. In November 2018, 10% of holiday-makers planned to take a holiday of a lifetime. In 2021, This jumped to 17% of travelers who planned to take such a trip once the coronavirus outbreak is over, and rose to 27% of those planning to travel outside of Europe.
COVID WILL REMAIN A FACTOR IN PLANNING AS WE MOVE THROUGH VACCINATION STAGES AND CONSUMER CONFIDENCE IN 2021.
T H E Y E A R H E A D : T H E T E N T A T I V E T R A V E L E R
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1. Pandemic-specific information about their destination — This includes details like case numbers, hospitalizations and vaccinations administered in the region of
their destination; accessibility to medical care if needed; and testing and tracing capabilities. Notably, tentative travelers sometimes mentioned honing research down to the micro, neighborhood level
2. Information about regulations and restrictions at their destination — While several states have mandatory quarantines in place for visitors from high-risk areas,
travelers also want to know what regulations they will need to follow if they’re not quarantining. What are the mask mandates and/or standards for masking?
(Are N95s required? What about double masking?) Are restaurants open? Will we be able to go to the beach? Travelers are increasingly eager to understand
exactly what their experience will be like in order to set and manage expectations.
3. Brand research — Tentative travelers are seeking out information about airlines, hotels, etc. to understand what the companies are doing to keep customers and
guests safe, and to ensure that brands are adhering to regulations. For example, how are digital tools and services being utilized to accommodate contactless activities?
No matter what the travel scenario — near or far, new or repeat destination, road trip or cruise — tentative travelers agree on one thing they need to make them feel more comfortable: information.
The path to purchase in the time of COVID-19 involves more information gathering than it did for most travelers before the
pandemic. Especially as restrictions are rolled back unevenly across regions throughout pandemic recovery, consumers seek
insight that will help them understand exactly what to expect as they leave the comfort of their hometown. The desire for
information primarily encompasses three themes:
T H E Y E A R A H E A D : C O N S U M E R T R A V E L P R I O R I T I E S
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Given this reality, consumers who are most confident
about returning to travel are also those who have had
more travel experiences in the past — namely, high-income consumers.
In comparison to summer 2020 data, tentativetravelers are more likely now to say they will tradeup for both safety and flexibility. The one exception is
low-income consumers, who are slightly less likely now
to say they will trade up for safety compared to June
2020
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• Travel at any time is primarily about relaxing but over the last year, getting away from home and seeing friends/family has grown.
• Familiarity is the name of the game for destinations for most travelers. When assessing urban locations versus small towns, travelers are far more comfortable
with the idea of visiting a small town than a city. This interest in small towns will likely result in an exacerbation of the pre-pandemic trend of searching for off-
the-beaten-path locations to avoid overtourism.
• While it will be tempting for many travel brands to immediately push their high-margin marquee trips and properties, marketers may find more immediate
returns promoting smaller locations with lots of opportunity for physical distancing.
T H E Y E A R A H E A D : C O N S U M E R T R A V E L P R I O R I T I E S
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T H E Y E A R A H E A D : T R E N D S I N M E D I A
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T H E Y E A R A H E A D : T R E N D S I N M E D I A
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T H E Y E A R A H E A D : E D I T O R I A L T R E N D S
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T H E Y E A R A H E A D : E D I T O R I A L T R E N D S
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T H E Y E A R A H E A D : I M P O R T A N T I N S I G H T S O N E D I T O R I A L I M P A C T S
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Naureen Kazi
Vice President
naureen.kazi@turnerpr.com
I N D U S T R Y Q & A : B I G F I V E T O U R S & E X P E D I T I O N S
Gisela Polo
Destination Specialist for Central & South America
gisela@bigfive.com
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T U R N E R W E E K L Y I N S I G H T S : F R O M T H E F R O N T L I N E S
To sign up e-mail: naureen.kazi@turnerpr.com
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T U R N E R N E W S L E T T E R : W E E K L Y D O W N L O A D
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www.turnerpr.com
N E W Y O R K
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D E N V E R
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Pregúntale al experto
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