Ensuring Success with Your UK Customer Overview of what the UK client is looking for in their perfect Massachusetts holiday

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1 Ensuring Success with 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

2 Ensuring Success with Your UK Customer The UK Consumer defined Opportunities & Trends What The Brits Love Pet Hates for the British Market

3 The UK Customer 1 st Tier Target Audience 35 plus, mostly couples. Vacations with longer duration, greater spend in destination, higher level accommodation, dining, car hire. Appeal is growing with families of both young and more grown up children. LGBT market identifies with Massachusetts values 2nd Tier Target Audience Younger generation, may have visited MA as a child. May be part of study trip. Key drivers will be shopping, nightlife and soft adventure. Value for money accommodation and public transport will make MA attractive.

4 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

5 UK Flight Networks

6 UK Flight 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

7 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

8 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

9 Brits in Massachusetts Easy arrival through immigration Walkable Destinations Easy, regular public transport Maps! Accommodation Breakfast included in the rate Tea / coffee making in the room Free Wi-Fi Restaurants and stores walking distance Value for money Tax Free Shopping Sports Beaches Soft Adventure Food Music All kinds of festivals Authentic New England experiences Luxury experiences Home Share

10 Pet Hates and Concerns for Brits Negative first impression on arrival, concern over process Hotel Resort Fees Concerned about tipping Paying for Wi-Fi

11 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

12 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

13 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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