“รู้จักและเข้าใจกลยุทธ์ตลาด...
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โดย นายชาญชัย ดวงจิตต์ ผู้อำนวยการสำนักงาน ททท. สำนักงานลอสเเองเจลิส จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานครTRANSCRIPT
USA Tourism Market Situation
Friday, 17 June 2011
Country Profile • Area: 9.8 million sq km (3.8 million sq miles) • Population: 317.6 million (UN, 2010)• The Ethnic Groups are: White 79.96%, Black 12.85%, Asian 4.43% American
Indian and Alaska native 0.97%, Native Hawaiian and Other 0.18%.
• Capital: Washington DC • Largest city: New York City • Major language: English • Major religion: Christianity • Protestant 51.3%, Roman Catholic 23.9%, Mormon 1.7%, Jewish 1.7%,
Muslim 0.6%, Others 2.5%
• Life expectancy: 78 years (men), 82 years (women)
Friday, 17 June 2011
Country Profile
• Basic Economic Facts• GDP Growth: -2.9% (2009), +2.8% (2010)
Inflation: 0.2% (January 2010)Labour force: 154.5 million (includes unemployed 2009 estimate)Unemployment: 9.7% (January 2010)Major Industries: Leading industrial power in the world, highly diversified and technologically advanced; petroleum, steel, motor vehicles, aerospace, telecommunications, chemicals, electronics, food processing,
consumer goods, lumber, mining.
Friday, 17 June 2011
Country Profile City!! ! ! Million
• New York City (New York) ! ! 8.17
• Los Angeles (California) ! ! 3.79
• Chicago (Illinois) ! ! ! 2.69
• Houston (Texas) ! ! ! 2.09
• Philadelphia (Pennsylvania) ! ! 1.52
• Phoenix (Arizona) ! ! ! 1.44
• San Antonio (Texas)! ! ! 1.32
• San Diego (California) ! ! ! 1.25
Friday, 17 June 2011
External Factors : As the US economy improves slowly (2011-2012) * GDP * Financial Sector & SME * Unemployment rate * Housing & Mortgage The overseas travel numbers are expected to
also improve slowly.
Market Analysis
Friday, 17 June 2011
* The overseas travel numbers are expected to also improve slowly.
*Passports 114 Million (less than 37% of the total population) *Influential Factors * Economy * Safety * Value/Pricing * Variety of Products
Market Analysis
Friday, 17 June 2011
Market Trend 2011 – 2012
Outbound
• Polls from the top travel experts show the following trends:
• Top reason for traveling: Seeking authentic experiences in new destinations. • Most frequent travel companions for clients: Spouse
or partner• Most popular type of leisure trip being booked:
International trip of 8 days or longer
• Source: Travel Agent Central.comFriday, 17 June 2011
Market Trend 2011 – 2012
New TrendBiggest travel trend emerging: Family & multi-generational travel
Friday, 17 June 2011
Asia is projected to be more choosing for long-haul destination in 2011-2012
that will produce double digit improvement.*Source: tinet.ita.doc.gov The change in consumer behavior from last year will continue through 2012. Consumers want more value for the $$$ spent.
Market Analysis
Friday, 17 June 2011
Market Analysis
Best selling destination in Short Haul Overseas for USA is Caribbean
Best selling destination in Long Haul Overseas for USA is Europe and Asia
Friday, 17 June 2011
Market Situation
2011 (Million) 2012Total
Overall31.0 +2.5% 32.0-32.5 +4.0%
Long Haul Million
* Europe 11.5 -12.0* Asia 5.5 - 6.0
Short - Haul Million
Mexico 5.3Caribbean 5.1
Canada 3.3
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Market Situation 2008-2009
Asia Country Million1. China 1.5
2. Hong Kong 0.83. Japan 0.65
4. Thailand 0.625. Korea 0.56
6. Singapore 0.34
Friday, 17 June 2011
Market Situation
2005 2006 2007 2008 2009 2010585,476 640,674 623,638 648,699 599,475 596,432
+5.10 +9.43 -2.66 +4.02 -7.59 -0.51
Friday, 17 June 2011
Market Situation
USA Tourist Profile (2010)
Tourist Length of Stay
Average Expenditure
Revenue
596,000 13.32(Day)
4,380 (Baht)
34,200(Million Baht)
Friday, 17 June 2011
Market Situation
USA Tourist Profile (2010)
First Visit Re Visit32% 68%
FIT Group Tour93% 7%
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Market Situation
USA Tourist Profile (2010)Male Female68% 32%
Under 25 25-34 35-44 45-54 55&Over10% 22% 20% 21% 26%
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Market Situation
USA Tourist Profile (2010)
Purpose of visit %Holidays 48Meeting 15Incentive 15
Convention 7Others 15
Friday, 17 June 2011
Market Situation
USA Tourist ProfileMain Destination
Bangkok & Beyond, Chiang Mai,Phuket, Samui
Potential Destination
Krabi, Chiang Rai, Pattaya, Ko Chang,Hua Hin7 Cha Am, Kanchanaburi, Ayuthaya
Friday, 17 June 2011
Market Situation
USA Inbound to Thailand*2011 is expected 630,000 +5.0%*2012 is expected 661,000 +5.0%
Friday, 17 June 2011
Market Analysis
• Internal Factors : • Thailand is still seen “as a great value destination”.• Thailand is still considered a ‘safe’ destination.• Thailand is still considered an “exotic” destination.• Thailand is still considered a “welcoming”
destination.
Friday, 17 June 2011
Existing Product / New Product*The consumer wants authentic experiences.
*They want to interact with the local people. *They want to give back to the country they visit by volunteering to help.
*They want to enrich their lives with their travel. *They want to grow in their understanding of how other people live, work, play.
Market Analysis
Friday, 17 June 2011
Opportunities* Obama’s Healthcare Plan which goes into
effect in 2014* Boomers in the US coming to the age where
travel is important and affordable in time and money, a market of 78 million.
* Global acceptance and spread of the Social Media networks. ( 75-80% of American use Computer)
Market Analysis
Friday, 17 June 2011
Threats* Further protests that turn violent /Political
unrest in Thailand* Increased Unemployment in U.S.* Weaker U.S. Dollar*Global climate change; - flooding, coral bleaching in Thailand's south- Tornadoes & Flooding in USA etc.
Market Analysis
Friday, 17 June 2011
• Strategy 1. Building leisure tourism market.
(First Visitor & Re-Visitor) 2. Strengthening Amazing Thailand brand.
(Through social networks) 3. Expanding quality market by targeting
upscale travelers (Increase Spending)
Market Analysis
Friday, 17 June 2011