Ensuring Success wit ith Your UK Customer Overview of what the UK client is looking for in their perfect Massachusetts holiday Kirsty Dillury, Julie Greenhill & Sara Ellis, UK Office for MOTT
Ensuring Success with Your UK Customer • The UK Consumer defined • Opportunities & Trends • What The Brits Love • Pet Hates for the British Market
The UK Customer 1 st Tier Target Audience 2nd Tier Target Audience 35 plus, mostly couples. Vacations with Younger generation, may have visited longer duration, greater spend in MA as a child. May be part of study trip. destination, higher level accommodation, Key drivers will be shopping, nightlife dining, car hire. Appeal is growing with and soft adventure. Value for money families of both young and more grown up accommodation and public transport children. LGBT market identifies with will make MA attractive. Massachusetts values
Why we travel – what motivates us? Small Island nation We travel from an early age We have to travel internationally for different experiences, landscapes & weather. Because of worldwide flight connectivity prices are good (on the whole!) Grey skies and dark nights! Nearly 80% of Brits have passports and use them regularly
UK Flight Networks
UK Fli light Departures and connectivity to Boston • Direct Flights • Regional departures via New York from eight UK cities • Regional departures via Dublin from 21 UK cities • Regional departures via Reykjavik 4 UK cities
The UK Customer – why we like the USA Brits travelling to the USA feel safe and comfortable. No language barriers. Brand familiarity as they grew up with the destinations on TV, in movies, childhood visits etc. Brits like the diversity of experiences available in USA and the ease and value of trying something new. USA is considered excellent value, despite exchange rate. Key experiences that will be included in the vacation: • Shopping • Eating out • Watching live sports & participating in sporting activities • Culture – iconic sites, museums, galleries • Festival travel & concerts
Opportunities and Trends • Growth in Luxury Market. Both HNWI (high net worth individuals) and moderate families treating themselves during their vacation. • Experience based holidays are replacing “fly and flop” holidays. • Wildlife watching • Culinary schools, wine tasting • Events and festivals • Live music • Bragging rights activities such as hot air ballooning, white water rafting, zip-line experiences • Peer to Peer – such as airBnB and supper clubs, food trucks and local guides. • Larger extended family groups travelling together – doubled in last year
Brits in Massachusetts • Easy arrival through immigration • Value for money • Walkable Destinations • Tax Free Shopping • Easy, regular public transport • Sports • Maps! • Beaches • Accommodation • Soft Adventure Breakfast included in the rate • Food Tea / coffee making in the room • Music Free Wi-Fi Restaurants and stores walking distance • All kinds of festivals • Authentic New England experiences • Luxury experiences • Home Share
Pet Hates and Concerns for Brits • Negative first impression on arrival, concern over process • Hotel Resort Fees • Concerned about tipping • Paying for Wi-Fi
Working with the UK Travel Trade • Work with receptive partners • Include everything in the rate • Clearly defined black out periods and pricing structures. • Errata notifications – advise as much detail as far in advance as possible • Package bundles tailored to foodies, music lovers, history fans etc. Develop these with receptive partners. • Follow up directly with tour operator partners and build relationships • Host individual and group fam trips • Host or offer staff rates for sales and reservations teams on personal travel • Easy access to images and video content
Working with the UK Media • Offer to meet them for a coffee early on in their trip • Balance of organised events and free time • Clear guidance on what assistance is complimentary and all charges • Complimentary Wi-Fi and parking • Option to bring a friend, who will pay their way as often writers are using personal vacation time • Fresh ideas: what’s new, hooks, links to the UK, links to movies & celebrities • Access to senior management and local experts • Easy access images and video content
Working with MOTT UK • Add us to your newsletters and mailing lists • Participate in MOTT events • Participate in fam trips and hosted opportunities • Images, video content and copy • What’s new and embargoed news • Liaise with MOTT to provide information and marketing materials
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