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Global Insights

“Ambition by itself never gets anywhere until it forms a partnership with hard work.”

- James Garfield, President of the United States

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Explore Global Insights

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COVID-19
Image by Max van den Oetelaar
China
Image by Tomáš Malík
Japan
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South
Korea
Image by Jovyn Chamb
India
Image by Joshua Ang
Southeast
Asia

Country Insights and Opportunities are based upon pre-COVID 2019 research.

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COVID-19

Covid 19
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COVID-19 Insights

  • November 8, 2021, non-US citizen travelers will be permitted to enter the US through a land border or ferry terminal for tourism.  Select countries may need to provide proof of COVID-19 vaccination status.

  • No clear global safety definition of when a country reaches critical COVID-19 mass vaccination or immunity level.

  • US government continues to lead global conversations on identifying COVID-19 international travel protocol.  Presently, protocol varies country by country.

  • Vaccine availability varies by country and administration is prioritized based upon group risk factors.

  • Top four major concerns in order of importance about traveling domestic and international are:

    1. COVID-19 related restrictions on travel.

    2. Concern about contacting/spreading COVID-19.

    3. Activities not available due to COVID-19 restrictions.

    4. Cannot afford a trip this year.

  • Local resident travel is an important short term initiative until benchmark COVID-19 recovery is achieved.

  • Group / Business travel has become part of the three tentpole recovery plan for leading destination management organizations:  Domestic, International and Group / Business.  

  • Domestic leisure travel recovery faster than international leisure travel recovery.  

  • Domestic leisure weekend travel is more robust than mid-week leisure travel and group / business.  

  • Domestic leisure travel in rural markets is experiencing robust resurgence. 

  • Florida and Texas leading US domestic leisure travel recovery.

  • One international traveler spend is equal to three domestic travelers.

  • COVID-19 case numbers remain elevated in select Asian markets but remain low in other key US travel markets.

  • Twelve out of 14 US key international travel markets have more than 70% of their population vaccinated with a least one dose.

  • International travel recovery projected to reach 2019 levels by 2024/25.

  • Estimation international travel from select European and Latin markets projected travel recovery is 50% in 2023 and 90% by 2024/25.  

  • Asia travel recovery initially will progress slower than European and Latin America.  This is significantly impacted by diminished airlift to US. 

  • Projected international travel recovery will begin with US boarder countries, Canada and Mexico, and seasoned traveler European countries, United Kingdom and Germany. 

  • Strongest rebounding long haul travel from Asia markets will be Japan, South Korea and Singapore.  

  • China's previously high outbound travel growth rate to the US is presently and significantly impacted by COVID-19 and political pressures, but still represents a potential growth market.

  • Initial international travel will focus on short haul travel vs. long haul travel.

  • Initial travel interests in travel will focus on minimizing COVID-19 exposure and focus on shared experiences of “What am I going to do?” vs. destination focus on “Where am I going to go?”

  • Families with young children express stronger intent to travel.

  • Younger generation expresses stronger intent to travel.

  • Men express stronger intent to travel than women.

COVID-19 Opportunities

  • Prioritize rebuilding by focusing on local residents, then domestic leisure, domestic groups / business and then international leisure.

  • Important to educate partners on destinations and experiences according to prioritized consumer market segments.

  • Important to create assets and incentives to make it easier for clients to sell and promote your product.

  • Leverage and customize social media and local channels, market by market to tell your destination and experience stories.

  • Leverage key influencers to tell your destination and experience story, and to stimulate group conversations.

  • Prepare to coordinate and activate partnerships with airlines, tour operators, third party resellers and multiple communication channels simultaneously. Think multiple partners, collaboration.

  • Work collectively with city, state and national organizations to maximize share of voice and access up-to-date market conditions.

  • Top priority market segments: Families with Young Children, Younger Generation and Men.

  • Top travel themes:  Slow, Adventure, Discovery, Rejuvenation.

  • Top priority travel motivators: Road Trips, National Parks, Theme Parks, Food & Wine, Luxury and Live Performances.

Image by Max van den Oetelaar

China

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China Insights

China Opportunities

  • Visa required and there are processing challenges.

  • 10 year Visa issuance between USA/China is provides opportunities to build repeat visitation.

  • Only 6% of airlift recovered compared to 2019 capacity.

  • Only 8% of Chinese travelers considering US Travel compared to 18% globally. 

  • Continuing expansion from primary to second tier markets.

  • Shortening booking time frame among Fully Independent Travelers.

  • Online purchasing platforms are transactional channels of the future.

  • Impact of Fully Independent Travel outpacing Group Travel.

  • Lack of Tour Operators destination and product knowledge beyond first time visitation Group Travel.

  • Managing seasonality of high volume travel.

  • Need for product development beyond gateway destinations and first-time visitation experiences.

  • Family travel represents 30% of outbound travel, revised government “two birth” policy will continue to stimulate family travel.

  • Millennials without children in China have high self-esteem and see themselves as opinion leaders, with a strong reliance on social media.

  • Women representing 59% of outbound travel is expanding interest in Luxury travel beyond the “shopping” experience.

  • Business + Leisure Travel is significant, with China being the largest outbound business travel market in the world.

  • Meeting + Incentive Travel is a growth opportunity for long-haul travel with most major tour operators.

  • Smart Phones operating as significant means of communicating, researching and making financial transactions.

  • Continued expansion into second tier markets focusing on Group and First-Time Experiences Travel.

  • Digital and video asset development for online platforms featuring new travel product: Family, Millennial Female, Luxury, Fly & Drive, Entertainment, Self Guided “Solo”.

  • Creation of Business + Leisure Travel and Meetings + Incentive Travel communication strategies.

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Image by Manuel Cosentino

Japan

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Japan Insights

Japan Opportunities

  • Participating Visa Waiver country. 

  • Only 75% of airlift recovered compared to 2019 capacity.

  • Only 6% of Japanese travelers considering US travel compared to 18% globally. 

  • Increased inbound demand to Japan is putting pressure on air seat capacity to USA during peak travel periods.

  • Over 60% of travel is booked online and will continue to expand.

  • Rising importance of senior travel and escorted travel due to shifting population demographics.

  • Demand for all-inclusive tours growing among all segments, represents 40% of outbound travel.

  • Self-Guided “Solo” travel accounts for nearly 30% of outbound travel market.

  • Females traveling with girlfriends featuring Culinary/Food & Wine, Shopping Well Being/ Spas continues to be major outbound travel segment.

  • Growing interest in Luxury and “Once in a Lifetime” travel experiences.

  • Theme Parks/Attractions have resurged in popularity among young people, couples and three-generation families.

  • Strong interest in Culinary/Food & Wine, Well Being/Spa and Entertainment activities.

  • Domestic Japan destinations are real competitors for overseas travel.

  • Smart Phones operating as significant means of communicating, researching and making financial transactions.

  • Digital and video asset development for online platforms featuring new travel product: Senior, Luxury, Entertainment, All Inclusive and Self-Guided “Solo”.

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South Korea

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South Korea
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South Korea Insights

South Korea Opportunities

  • Participating Visa Waiver country.

  • 80% of airlift recovered compared to 2019 capacity. 

  • Over 51% of the population travel overseas in a given year.

  • Robust number of non-stop direct flights and non-direct flights to USA.

  • Increased competition in the market with low-cost carriers introducing new destination options.

  • Maturity of the market creates a demand of more inspirational, thematic, sophisticated and diverse travel products: Family, Luxury and Entertainment.

  • “Solo”, family, mother/daughter and senior travel continue to be important outbound travel segments with strong interest in: National Parks, Culinary/Food & Wine and Well Being/Spas.

  • Business + Leisure Travel and Visiting Friends and Family Travel continue to remain significant travel motivators.

  • Highest active social media penetration in Asia consisting of 82% of the population.

  • Smart Phones operate as a significant means of communicating, researching and making financial transactions.

  • Digital and video asset development for online platforms featuring new travel product: Family, Mother/Daughter, Luxury and Entertainment.

Image by Jovyn Chamb

India

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India Insights

India Opportunities

  • Product positioning on online platforms.

  • Digital and video asset development for online platforms featuring new travel product: Family, Luxury and Entertainment.

  • Development of Family + Millennial travel product.

  • Creation of Business + Leisure Travel and Student Travel (Higher Education) communication strategies.

  • Travel Trade training in primary and secondary markets on new travel product: In Market and FAMS.

  • Collaboration and integration with strategic initiatives with other BUSA marketing disciplines (Brand Marketing, Social Media, Promotions, Publicity, Research, etc.).

  • Visa required and there are processing challenges.  

  • 100% of airlift capacity recovered compared to 2019.

  • 20% of Indian travelers considering US travel compared to 18% globally.

  • Majority of flights from India to USA are typically long haul via international hubs with points of entry being Los Angeles, San Francisco and New York.

  • Minimal consolidation of national travel providers.

  • Average vacation stay is approximately three weeks.

  • Over 750 million people are under the age of 35 with expanding urbanization developing into new secondary markets.

  • Family Travel focusing on nuclear families continues to be a growing outbound travel segment with heavy emphasis on Theme Parks/Attractions, Culinary/Wine & Food and Entertainment.

  • Growing interest in Luxury experiences.

  • Business + Leisure Travel and Students (Higher Education Overseas Schooling) continue to remain significant travel motivators.

  • Research online via desktop and mobile still popular, however, more than half of long-haul travelers purchase travel product offline.

Image by Joshua Ang

Southeast Asia

Southeast Asia
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Southeast Asia Insights

Southeast Asia Opportunities

  • Taiwan and Singapore:  Participating Visa Waiver countries.

  • Taiwan:  Large number of annual outbound travelers, USA number one ranking long-haul destination of 574,512 visitors.

  • Taiwan:  Women representing 59% of outbound travel is expanding interest in Luxury travel beyond the “shopping” experience.

  • Singapore:  Large number of annual outbound travelers, travel to USA is 148,107 visitors.

  • Singapore:  70% of outbound travelers participate in luxury vacations.

  • Singapore:  Tour Operators relied upon for planning and purchasing high cost luxury travel.

  • South East Asia:  High repeat travel rate is creating a demand of more inspirational, thematic, sophisticated and diverse travel products: Family, Luxury, Entertainment and Self Guided “Solo” products.

  • South East Asia:  Business + Leisure Travel and Meetings + Incentive Travel are significant.

  • South East Asia:  Smart Phones operating as significant means of communicating, researching and making financial transactions.

  • South East Asia:  Digital and video asset development for online platforms featuring new travel product: Family, Luxury, Entertainment and Self Guided “Solo”.

  • South East Asia:  Creation of Business + Leisure Travel and Meetings + Incentive Travel communication strategies.

  • South East Asia:  Travel Trade training on new travel product: In Market and Familiarization Tours.

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