Travel Trends

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Travel Trends Growing International Attendance
at Your Meetings

• Christina Pappas
• Open the Door, Inc.

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Objectives

• International Travel Trends
• How to Solicit International Meetings
• How to Increase International Attendance

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What Does It Mean?

• CVB
• Convention Visitors Bureau
• DMC
• Destination Management Company
• PCO
• Professional Conference Organizer
• ICCA
• International Congress Conventions Association
• MICE
• Meetings, Incentives, Conferences Exhibitions

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International Business Tourism

• Meetings, Incentives, Conferences Exhibitions
• Limited Resources
• Increased Security
• Passport Regulations

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International Travel Trends

• World Tourism Organization
• 85.8 million international visitor arrivals to
  North America in 2004
• 10.9 increase over 2003
• International Visitors to North America in 2005
  is expected to exceeded 2004 by 11.2

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International Travel Trends

• ICCA
• The USA holds more international association
  meetings than any other country
• 2192 International Association Meetings
• 41 of Long Haul Travel to USA

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International Travel Trends

• Travel Industry Association of America
• 2005 Travel Spend up 7.8 to 646 billion
• International Travel to the USA up 7 in 2005 and
  5.5 in 2006

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International Travel Trends

• Entry Requirements
• United States Visitor and Immigrant Status
  Indicator Technology (US-VISIT)
• Visa Waiver Program
• Machine Readable Passports

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International Travel Trends

• Factors now in the USAs favor include
• Perceived as very good value due to advantageous
  exchange rate
• Competitive Transatlantic Air Fares
• Familiarity of the USA
• Range of experiences available at which the USA
  excels

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International Travel Trends

• Growing confidence in travel resulting in
  independent travelers
• International visitors are bypassing travel
  agents and tour operators
• Greater frequency of last minute decisions and
  booking of travel due to internet
• Scheduled travel to the USA impacted by growth
  low cost airlines in Europe
• A new willingness to wait on the choice
  destination until the value is good

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Solicit International Meetings

• Four Business Areas
• Meetings
• Incentives
• Conferences
• Exhibitions

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Decision Making Purchasing Meetings

• Corporate purchasers of Meetings make their
  decisions based on
• Budget
• Offices/business partners in the destination
• Perceived attractiveness of destination
• Perceived safety of destination
• Purchased via an intermediary agency, group
  travel organizer or direct with airline and hotel
  supplier

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Decision Making Purchasing Incentives

• Most incentives are decided upon by the corporate
  buyer and can be influenced by
• Budget
• Sustainability of product on the ground in
  destination
• Attractiveness of destination
• Availability of flights and accommodation
• Ability of destination to deliver a motivating
  experience
• Perceived safety of destination
• Influenced by recommendation from friends, family
  colleagues, media coverage and suggestions from
  MICE agencies
• Purchased through a dedicated incentive travel
  organizer
• The majority will have an element of meeting
  attached

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Decision Making Purchasing Congresses
Conferences

• Local member invites Association to hold their
  meeting in a particular country/city
• International Association considers the meeting
  based on geographical location on a rotation
  basis
• CVB approaches organizing secretariat for
  details
• Local PCO or CVB appointed to act as the
  housing office for accommodation and
  registration office
• PCO or CVB will request DMCs to submit ground
  programs and excursions for pre and post tours
  and spouse programs during the congress
• Separate countries attending may or may not
  appoint an official travel agency for outbound
  travel arrangements
• Delegates can make own individual travel
  arrangements

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Decision Making Purchasing Exhibitions

• Largely decided upon based on whether there is a
  domestic market for the industry, or a developed
  industry locally
• Separate countries attending may or may not
  appoint an official travel agency for outbound
  travel arrangements for exhibitors
• Exhibitors may make own individual travel
  arrangements purchasing via business travel agent
  or direct from hotel

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How to Target This Business?

• Web
• Print Advertising
• International Trade Show Attendance
• E-Mail Marketing
• International Public Relations
• Telephone Sales Calls In-market
• Develop Ambassador Program

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Increase International Attendance

• Easy Access
• Visas, Air Service, accommodation
• Interest of the Destination
• Attractions, information, pre post activities
• Interest in the Convention/Meeting
• Program content
• High Quality of Spouse Program
• Offer diverse original activities
• Work with CVBs to Utilize Attendance Building
  Tools

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Toronto Attendance Building Kit
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Increase International Attendance

• Offer assistance with issuing of
  visas/documentation
• Give enough lead time to coordinate international
  travel
• Establish personal bond rather than formal
  business one
• Follow-up by a reputable neutral specialist with
  local contacts in the local language
• Create promotional/collateral materials available
  in languages of targeted markets
• Provide information on weather, shopping,
  nightlife, food
• Generate interest through Blogs
• Understand the cultures of the delegates
• Ensure that meeting content is relevant

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For More Information

• www.openthedoor.biz