1. UNITED KINGDOM Maria Costa Lobo

2. MARKET CONDITIONS UK Economy External conditions
House prices continue to rise
Faster drop ever in unemployment - less than 4.9%
Overall confidence in economy is still positive despite Brexit
Brexit > Pound at historic low against US dollar
External conditions
Period of uncertainty
Strong US Dollar vs Pound
US political landscape
Global Terrorism
There may be a reduction in spend and length of stay
Trump Slump

3. MARKET CONDITIONS (CONT.)
Trends
Holidaymakers are choosing destinations with weaker currency such as South Africa or Mexico
US holidays are down due to currency exchange, however Florida is the most affected state in the US
Luxury market remains strong despite recession
Families are seeking more control over budgets on holidays and still choose all-inclusive holidays (increase from 20 to 25% of families with young kids)

4. WHAT DO YOU NEED TO KNOW?

5. $122.5 billion in 2015, a 3.4% increase from 2014
VISITORS INFO
No. Visitors
Total arrivals to California million visitors in 2015
705,000 (2015)
686,000 (2014)
142,000 (2015)
121,000 (2014)
Expenditure
 $122.5 billion in 2015, a 3.4% increase from 2014
$1,044 million (2015)
$905 million (2014)
16.3% of the market
$253 million (2015)
32.9% of the market
Profile of traveller
Reason: 85% on holiday Planning: 53% more than 3 months ahead Length: 10.4 nights (50% CA) Spending: Av. $1,361/trip Dest/ trip: Av Kids: 12.3% travel w/ kids
Reason: 74% on holiday Planning: 46% more than 3 months ahead Length: 19. nights (73% CA) Spending: Av. $1,781/ trip Dest/ trip: Av Kids: 14% travel w/ kids

6. UK MARKET – WHAT DO YOU NEED TO KNOW?
UK & Ireland = #1 overseas visitors to San Diego for the past 10 years
Growth of UK annual visitors = From 90,000 to 148,000 in 2015.
19% of the total visits to California from British travellers.
Booking trends
Planning timeframe: up to 5 months
Booking timeframe: 1 to 6 months
Approx. 32 % book with traditional operators, and the remainder book through online travel agencies and direct with airlines
Over 90 tour operators package California in the UK, catering to all tastes, niches and budgets
Mainly hotel product based – clients now looking for more ‘experiences’ in destination

7. UK MARKET – WHAT DO YOU NEED TO KNOW?
Airlift
British Airways – daily direct flight from London Heathrow
Increase in low cost airlines to key gateway cities in California - opens to cost conscious traveller (Generation Y)
Major airlines - Investment in regional airports, upgraded aircrafts and increased frequencies
Travel Trends
Currency conscious holiday - shorter stay & value-adds in luxury travel
Long haul city breaks - new airlift & routes
Microadventures & Wellness tourism - active activities & increase in wellness tourism
Continued growth of mobile use
Increase in social media influence (FOMO) - inspiration

8. TOP CLIENTS FOR SAN DIEGO
Tour operator
British Airways Holidays
Flight Centre
Funway Holidays
Thomas Cook
Trailfinders
Virgin Holidays
USAirtours

9. ACCOMPLISHMENTS

10. ACCOMPLISHMENTS FY16-17 - TRADE
Agents trained: 384
Fams:
Luxury FAM – 4 Product Managers
Super FAM – 13 agents
SeaWorld FAM – 15 agents
Other FAMs/Visits – 17 agents
Brochure Analysis:
+5% in hotel coverage

11. ACCOMPLISHMENTS FY16-17 - TRADE
Co-op campaigns
USAirtours
Eden Tours
Gold Medal
My America Holiday
USAir Tours – Bookings up 24% Year over Year
Eden Tours – Waiting on results
Gold Medal – Results were below expectation (California bookings were overall down) and we booked additional training with their agents to reinforce the destination message
My America Holiday – Social Media reach of 277,000+ and 2,000 clicks to the San Diego page

12. WHAT CAN YOU DO?

13. WHAT CAN YOU DO? 1) Early booking discounts
2) Added value to hotel bookings – Free parking, Free wifi
3) Booking incentives for agents
4) Work closely with receptives – ATI, BONOTEL, Tourico –
Make your product easily available to the UK market!

14. OPPORTUNITIES

15. PLANS FOR FY17-18 UK Super FAM – October 2017
San Diego sales calls – November 2017
San Diego dedicated sales mission – Spring/Summer 2018
Luxury travel agent FAM trip
Trade Shows: WTM & IPW
Co-ops with Luxury, mainstream & specialist tour operators