A Strategy for Growth - US Market - Tourism Ireland
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US Market A Strategy for Growth 2018-2025
Niall Gibbons Chief Executive
Brendan Griffin TD Minister for Tourism and Sport
Chair of Steering Group Ruth Andrews Chief Executive
Steering group
The process
Analysis of Consultation Consumer Strategy and Implementation:
existing data with Industry and research Action Plan 2018 and beyond
Trade conducted developed
?
SCALE OF AMBITION
Scenario 1 Scenario 2
Budget 2017 €9m Budget 2017 €9m
Budget 2021 €11m Budget 2021 €13m
Visitor numbers 2m +23% Visitor numbers 2.1m +30%
2018-2021 2018-2021
Holidaymaker revenue Holidaymaker revenue
2018-2021 €1.37bn +33% 2018-2021 €1.43bn +39%
Alison Metcalfe Head of North America
Market context
OPPORTUNITIES CHALLENGES
2012-2016 Strong access Interest in Sustaining Securing
growth Ireland strong growth stand-out for
Ireland
+70%
Holiday Revenue
GROWTH
Strong Strong US Competition Capacity
+60%
outbound economy
travel
Holiday Visitor
GROWTHWHAT THE RESEARCH TOLD US…
Best prospects for continued growth
Culturally
Curious
High spend
Social
Tour different regions Energisers
Visit in off-peak Short breaks
Off seasonPath to Purchase
Vivid Re-affirm
Important sources
value
Arresting
early
Motivating Online
Traditional
WOW!
Micro moments
Personalised
Comms
Personalised
Experiences
Multi-channel
CommsStrategic framework to deliver growth
Brand
Key drivers
Market activation Distribution & purchasability
Key enablers Produce and Dynamic market Access and
Experience insight infrastructure
Areas of focus Regional development Season extension
Foundation Industry activation & collaborationSeven priority areas
Brand and marketing Distribution and Product and Market and
purchasability experience consumer insight
Access Regional and seasonal Industry activation
development and collaborationBrand and OTAs
Tour
marketing Price is important Operators
ONLINE TRAVEL AGENTS EXPEDIA
BOOKING.COM TRIPADVISOR
Industry
More vivid,
stand-out,
compelling
Refresh Ireland messages
Trigger Deliver
Enhance ‘the reassessment of personalised
conditions for sale’ destination/ authentic
cut-thru inertia experiences unique
to the island
Promote WAW, Pleasantly surprise Turn ‘interest’ into
IAE, Dublin, them ‘action’
Northern Ireland show them things they - motivate to book
(CCR and Belfast) don’t know about now!Distribution and
purchasability
Increase visibility
where US visitors are
looking and booking
ONLINE TRAVEL TV TOURISM IRELAND
TRAVEL & REVIEW SITES/PRESS/GUIDES
SOCIAL MEDIA
Make island of Ireland
holidays easy to buy
ONLINE TRADE DIRECT OFFERSProduct and
Excite US visitors
experiences
Explore regions
Spring/Fall experiencesMarket and Know
our
consumer insights visitors
Share
insights
actively
Know
how/
where
they buy
Know the
competitionAccess Exploit
access
Case-make
for new
Drive routes
demandRegional and
Season extension More exciting
regional/seasonal
experiences
Open year-
round Prioritise
promotion of
Regions and
Seasonal
experiencesIndustry activation
& collaboration More industry
engagement
with US market
More value
offers for US
consumersAlison Metcalfe Head of North America
Action Plan
Brand and • Create new ‘stand-out’ TV/digital Product and • Share US market/consumer insights to
marketing campaigns experience inform experience development
• More brand-led co-operative • Build on our strong experience brands
campaigns and exposure on review
sites and OTAs • Prioritise off-season initiatives
• Partner with strong travel and non- • Assist FI/TNI with industry market
travel brands to reach new audiences readiness
• Make Ireland easier to purchase
• Highlight island’s food, authentic Market and • Develop actionable insights from
experiences, value for money consumer research and monitoring of trends
• Promote attractive regional/seasonal insight
holidays • Share US market/consumer insights
with agencies and industry to inform
experience development
Distribution • Increase visibility where visitors look
and purchas- and book
ability
• Maximise all sales channels –
traditional and new
• Work with partners to develop value
for money initiativesAction Plan
Access • Work with carriers to sustain current Industry • Continue successful collaboration with
access and maximise new routes activation agencies, industry partners and others
and
• Work with airports to case-make for collaboration • Promote better sharing of information
new routes of strategic importance across all partnersPaul Keeley Director of Business Development
Action Plan
Brand and • Continue to build on experience Distribution • Work with TI to ensure buyers and
marketing brands and purchas- intermediaries aware of product
ability development pipeline
• Provide newsworthy updates to inform
TI and industry marketing • De-risk programming for new/existing
distributors
• Deliver regional and season extension
initiatives which also enhance value for • Work with industry to develop new
money programmes, incl regional/seasonal
initiatives
• Ensure Industry have skills/tools to be
active throughout the consumer • Assist industry to be market-ready and
journey more active in market
Market and • Partner with TI on a combined,
consumer over-arching research strategy
insightAction Plan
Product and • Focus on developing experiences that Access • Work with the industry to capitalise on
experience appeal specifically to US visitors opportunities arising from new and
existing routes
• Extend the range of things to see and
do, particularly iconic historic
attractions
• Roll out new food strategy
• Deliver new experiences to support
regional and season extension
Industry • Mobilise industry offers for key
• Advocate to secure more activation
accommodation in key areas distribution channels in support of TI
and campaigns
collaboration
• Foster an increase in online booking
facilities and better utilisation of
attractions
• Evaluate and define niche
opportunities
e.g. business tourism, golf, luxury,
adventureRosemary Lightbody Experience Development Manager
Action Plan
Brand and • Share in-depth product updates to Product and • Develop a range of compelling
marketing inform TI and industry marketing experience experiences that showcase NI’s
distinctiveness
• Share relevant content developed for
the domestic market with TI and • Define and establish Northern
industry Ireland’s new proposition of scale
• Evaluate and define ‘niche’
opportunities in the US market
• Support Ulster Connections and build
Distribution • Work with NI industry with market- on Stone Mountain activity
and purchas- ready product to enhance marketing
ability and sales skills • Ensure NI food is showcased in all
communications and experiences
• Encourage the NI industry to take
advantage of competitive exchange • Strengthen links between NI holiday
rate experiences and those in northern half
of the island
• Work with industry to develop
regional/seasonal initiativesAction Plan
Market and • Partner with Tourism Ireland on a Industry • Identify best routes to market for NI
consumer combined, over-arching research activation industry – including niche and online
insight strategy and
collaboration • Scope the feasibility of a market access
fund to boost NI industry activity in US
• Organise a workshop for NI industry
that highlights opportunities in US
market
Access • Work with TI to sustain and maximise
opportunities around direct servicesEoghan O’Mara Walsh Chief Executive
Industry
Action Plan
Brand and • Align industry marketing in US with TI Product and • Case-make for more investment in
marketing campaigns experience tourism infrastructure and experiences
• Use similar messages and imagery • Encourage more investment in
accommodation
• Case-make for enhanced marketing
resource for TI • Continue to offer good value for
money holidays
• Work with FI and TNI to exploit Irish
food
Distribution • Increase industry use of online
and purchas- booking channels • Develop Lakelands/Midlands brand
ability and NI proposition of scale
• Encourage greater participation in
sales trips and promotions
• Foster initiatives that boost travel to
the regions and helps extend the
seasonIndustry
Action Plan
Market and • Leverage new US market/consumer Industry • Ensure visitor satisfaction remains high
consumer insights to boost business activation
insight and • Prioritise good value for money
collaboration
• Case-make for state charges to remain
competitive
• Encourage more private sector
investment in accommodation and
attractions
Access • Make more of opportunities presented
by new/existing air and sea services
• Case-make for the second runway and
other infrastructure at Dublin AirportNiall Gibbons Chief Executive
Q&A
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