2. 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)
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3. 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.
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4. 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
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5. Market Analysis
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.
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6. Market Analysis
* 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
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7. 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.com
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8. Market Trend 2011 – 2012
New Trend
Biggest travel trend emerging:
Family & multi-generational travel
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9. Market Analysis
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.
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10. 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
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11. Market Situation
2011 (Million) 2012
Total 31.0 +2.5% 32.0-32.5 +4.0%
Overall
Short - Haul Million
Mexico 5.3
Caribbean 5.1
Canada 3.3
Long Haul Million
* Europe 11.5 -12.0
* Asia 5.5 - 6.0
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12. Market Situation
2008-2009
Asia Country Million
1. China 1.5
2. Hong Kong 0.8
3. Japan 0.65
4.Thailand 0.62
5. Korea 0.56
6. Singapore 0.34
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14. Market Situation
USA Tourist Profile (2010)
Tourist Length of Average Revenue
Stay Expenditure
596,000 13.32 4,380 34,200
(Day) (Baht) (Million Baht)
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15. Market Situation
USA Tourist Profile (2010)
First Visit Re Visit
32% 68%
FIT Group Tour
93% 7%
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16. Market Situation
USA Tourist Profile (2010)
Male Female
68% 32%
Under 25 25-34 35-44 45-54 55&Over
10% 22% 20% 21% 26%
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17. Market Situation
USA Tourist Profile (2010)
Purpose of visit %
Holidays 48
Meeting 15
Incentive 15
Convention 7
Others 15
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18. Market Situation
USA Tourist Profile
Main Bangkok & Beyond, Chiang Mai,
Destination Phuket, Samui
Potential Krabi, Chiang Rai, Pattaya, Ko
Destination Chang,
Hua Hin7 Cha Am, Kanchanaburi,
Ayuthaya
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19. Market Situation
USA Inbound to Thailand
*2011 is expected 630,000 +5.0%
*2012 is expected 661,000 +5.0%
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20. 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.
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21. Market Analysis
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.
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22. Market Analysis
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)
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23. Market Analysis
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.
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24. Market Analysis
• 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)
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