Market Profile:  The United Kingdom

RATING:  Mature 

STRENGTHS

The United Kingdom is the leading European market to the USA, with an average length of stay approximately 12.6 nights, North America is the most popular long-haul destination for UK travelers.  This market is demonstrating a continual rise in internet use for research and travel bookings.  This market accounts for almost half of all European travel to the USA.  Proven “explorers” this group will rent cars and drive to more rural points of the state.  The UK travelers are looking for “experiential” lifestyle holidays.  Most UK travelers to Washington State are over the age of 50 years and control more than 80% of the wealth in the UK.  They are more active than previous generations and take more holidays generating higher repeat business.  The UK views the Obama factor as positive.  Areas of interest are national parks, nature and green tourism, culinary and wine, ranch, ski and snowboard destinations.  Relatively short flight time to Seattle from the UK (non-stop only 9 hours) and less than Miami, Dallas, San Francisco and Los Angeles.  The Twilight phenomenon is more positive in the UK than any other market due to the main character being from England.

CHALLENGES

The exchange rate is not as high as in the past years.  Need to consistently encourage tour operators’ to keep their product offerings fresh and updated.  Fighting the image of wet and rainy (not just in Seattle).  Perception of “recession” is a challenge as it continues to bit throughout 2010.  Lost Northwest non-stop service and British Airways has a monopoly so prices are high when compared to other west coast destinations including SFO and LAX.  Because of the BA monopoly and the popularity of the route it is not  generous with comp tickets. 

AIRLINES

Only non-stop offered from the UK is now British Airways.  However, Northwest will work with us on projects via Amsterdam/KLM and Icelandair has proven to be a tremendous partner in many of the European markets.  Good support from Alaska Airlines and American Airlines has provided support in the past.