uk market insights trade and pr - sarasota · uk market insights trade and pr july 2017 ela ayhan...

UK Market Insights Trade and PR

July 2017

Ela AyhanUK Trade and PR Representative for

Visit Sarasota County

Contents

• UK travel market overview

• Insights on travel industry trends and future

• Insights on travel media landscape and future

• Recent highlights

• Summary

UK Market Overview

• Challenges in the market over the past year

– Competition

– Exchange rate

– Political noise

Florida Travel Trends

• Orlando is sensitive to market movements– Operating down due to exchange rate and theme

park costs

• Gulf coast increasing in popularity

• Booking trends changing

General Travel Trends

• Seeking active journeys and special experiences

• Booking on mobile sites and apps

• Multi generation travel

• Bleisure’ boom

UK Media Landscape

• Traditional media

• Blogs and social media

• Influencer marketing

Trade and Marketing

Sarasota Marketing &

UK Travel Trade

Sarasota in the UK Travel Trade

British Rowing Partnership

• Partner for 2016 and 2017

• Front of mind for niche audience

• Access to events and database

• Promotional opportunities

British Rowing Sponsorship Branding &Engagement

Rowing Press Coverage

Rowing Press Coverage

Media Coverage

Media CoverageNational Newspapers

Consumer Magazines

Late Deals

Trade News Stories

Siesta  Key  – No.1  in  the  US

Current Group Press Trip

• Lonely Planet

• Daily Star

• Sainsbury’s Magazine

Summary• Target high-spend market

• Maintain brand awareness and high quality of destination

• Continue to promote key messaging and USP’s with core market

Thank you.