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Global Survey Offers Insights Into U.S. Markets

July 22, 2010 By: George Dooley

Travel agents serving the inbound travel and domestic markets will discover fresh insights from a new survey by Global Advertising Strategies, an international marketing agency. Global completed an extensive travel survey dedicated to consumer preferences of over 500 million travelers from the countries of BRIC (Brazil, Russia, India, China.) Over 15,000 individuals revealed such travel details as preferred airlines, top destinations of interest within the United States, as well as average budget per traveler. Global reports.

Global focused on destinations outside of the typical tourist routes. Per previous research, cities such as New York and Los Angeles have been actively marketing to BRIC travelers through in-language materials, international travel expos and partnerships with the airline industry. Other destinations, unaware of the existing interest from this emerging travel audience, have not proactively reached out to increase the number of visitors from China, India, Brazil or Russia to their respective states. Global says.

“We see airlines and hotel chains picking up on the increased interest throughout the country,” said Anna Abelson, Global’s travel marketing expert. “Top carriers launch direct routes from various cities to Moscow or Shanghai or Sao Paulo. The government bureaus have to follow suit if they want that revenue.”

Over 66 percent of the surveyed Chinese travelers noted a lack of in-language information for destinations outside of New York and Los Angeles. Such U.S. cities as Las Vegas, Washington, DC, and New Orleans scored high among the destinations of interest for that market group. A vast majority of travelers from China expressed their desire to explore the United States outside of the traditional New York – Los Angeles – San Francisco offerings, but did not have enough information to finalize such an itinerary.

Houston’s NASA Kennedy Space Center appealed to over 40 percent of Russian travelers, who also stated their preference for in-language materials.

The study serves as a guideline for Global’s initiative to reach out to the BRIC traveler through comprehensive advertising campaigns. The agency said it recognized the potential and the buying power of BRIC consumers before the mainstream marketing industry, getting a kick-start on its insight into the emerging market segment.

“U.S. brands have no choice but to mind the emerging markets,” said Givi Topchishvili, Global’s Founder and CEO. “Travel industry and its components, airlines, hotel chains, tour organizers and car rental services are particularly vulnerable to economic cycles. Incorporating these travelers into marketing messages makes strategic sense for them.”

Global noted the value of the study for Convention and Visitors’ Bureaus throughout the country. The findings reiterate the necessity of reaching out to this new travel audience and capitalizing on their growing interest in the United States.



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