inbound tourism overview - visitbritain · inbound tourism overview usa market snapshot $1.30 $1.35...
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Inbound tourism overview
USAMarket snapshot
$1.30
$1.35
$1.40
$1.45
$1.50
$1.55
$1.60
$1.65 London City
2011
$1.60
2012
$1.59
2013
$1.56
2014
$1.65
2015
$1.53
2016
$1.35
London Heathrow
Belfast
Edinburgh
Newcastle
Leeds BradfordEast Midlands
Glasgow
London Gatwick
Birmingham
Cardiff
Manchester
USD
($)
45%
2%
25% 20%
Holiday Business
8%
Study MiscM
Consumer website: visitbritain.com
Corporate website: visitbritain.org
Image library: visitbritainimages.com
Trade website: visitbritain.com/trade
Media centre: media.visitbritain.com/us
@VisitBritain
LoveGreatBritain
@LoveGreatBritain
#LoveGreatBritain
#OMGB
Annual visits* Annual visitor spend*
Global ranking for inbound spend in the UK in 2016#1Global ranking for inbound visits to the UK in 2016#2
Purpose of travel* (2016)
(a) proportion of holiday visits made by US residents, excluding UK expats,that had already visited in the past 10 years, ***US dollar per 1 British pound.
nights
Average flight seats per week** (2016)
Average lengthof stay* (2016)
239,376 8(b) Visit friends and/or relatives, ** direct, non-stopping flights only. So
urce
s: *
Inte
rnat
iona
l Pas
seng
er S
urve
y (I
PS),
**A
pex,
***
Ban
k of
Eng
land
.
London (67%)
Rest of England (33%)
Scotland (13%)
Wales (2%)
Percentages may not total 100% as single visit may include multiple regions.
22%16% 26% 35% 22%
Jan–Mar Apr–Jun Jul–Sep Oct–Dec
Seasonal spread of travel* (2016)
Regional spread of travel* (2016)
Currency exchange rate*** (2011-2016)
VFR(b)
Destination airports** (2016)
London StanstedLondon Luton
VisitBritain - NYC
845 Third Avenue, 10th Floor
New York, NY 10022, USA
VisitBritain - LA
2029 Century Park East, #1350
Los Angeles, CA 90067, USA
£2.
173
bn£
2.17
3 bn
£2.
133
bn£
2.13
3 bn
£2.
362
bn£
2.36
2 bn
£2.
436
bn£
2.43
6 bn
£2.
539
bn£
2.53
9 bn
£2.
944
bn£
2.94
4 bn
£3.
010
bn£
3.01
0 bn
2016 average spendper holiday visit
£915
2016 average spendper business visit
£1,505
2016 averagespend per visit
£971
£3.
354
bn£
3.35
4 bn
58% of 2015 holiday visits wererepeat visits*(a)
2,8
77,0
00
2,71
1,00
0
2,8
46,0
00
2,8
40,0
00
2,77
8,0
00
2,97
6,00
0
3,26
6,00
0
3,45
5,00
0+31% visits in
Jan-Jun 2017 compared to Jan-Jun 2016
2009 2010 2011 2012 2013 2015 20162014
+28% total spent in Jan-Jun 2017 compared to Jan-Jun 2016
2009 2010 2011 2012 2013 2014 2015 2016
Visitor profile
USAMarket snapshot
Curious explorers aged 25-6818% of traveller population
Affluent trendsetters aged 25-5417% of traveller population
Relaxed sightseers aged 65+16% of traveller population
Word of mouthOnline search
54% 46%
1 2 3
16-24 9%
0-15 2%
25-34 19%
35-44 21%
45-54 24%
55-64 15%
65+ 10%
66%
31% 10%
Spouse/ Partner
19%On their own
With childrenunder 16 With friends
12%
With other adultfamily members
Market segments & attributes
Top influences in visiting Britain** (2016)
Key demographics* (2016)
Travel companions** (2016)
Sour
ces:
* In
tern
atio
nal P
asse
nger
Sur
vey
(IPS
), *
* V
isit
Bri
tain
/Ips
os 'D
ecis
ions
and
Influ
ence
s' re
sear
ch (A
pplic
able
to p
eopl
e w
ho v
isit
ed B
rita
in).Top reasons to visit Britain** (2016)
States of residence* (2014)
Booking habits** (2016)
20%32%48%
#1 Cultural attractions #2 Easy to get around#3 A wide variety of places to visit
Traditional travel agent
Onlinetravel agent
Direct with supplier(accomodation &
airlines)
^ NY Tri-State Area: NY, NJ, CT State representing less than 3% of visits
CA 15%NY ^ 13%NC 8%TX 4%IL 4%MI 4%GA 4%UT 4%FL 3%MA 3%
of visiting Americans were “extremely likely” to recommend Britain in 2015*
79%
Travellers' reviewson websites
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