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January 25, 2011


2010 Projected to End with Modest Growth

  • According to the U.S. Department of Commerce-sponsored United Kingdom (UK) Travel Trade Barometer (reported as of October 21 - November 19, 2010), only modest growth from the summer is projected to carry over into the fourth quarter of 2010.
  • Seven out of 10 respondents projected increased bookings in the fourth quarter of 2010, with 10 percent of the respondents projecting much higher bookings year over year.
  • Approximately one in 10 respondents projected bookings in the fourth quarter of 2010 to be on par with the fourth quarter of 2009. In contrast, one fifth (20%) of the trade projected bookings to be lower in the final quarter of 2010 compared to the same period in 2009.

First Quarter 2011 Bookings Projected to be Higher

  • For the first quarter of 2011, the majority of UK tour operators (67%) projected higher bookings to the United States compared to the same period in 2010.
  • However, on average, first quarter 2011 bookings were projected to be about the same as first quarter 2010 bookings since 11 percent of the respondents projected bookings to be on par, and one fifth (22%) of the trade projected lower bookings to start the year.

Travel Motivators and Deterrents

  • In the next six months, value proved to be the top motivator for bookings to the United States. Accommodation rates also topped the list of motivators, followed by the exchange rate and air capacity.
  • In contract, for the fourth survey in a row, trade listed the level of promotion by other long-haul destinations as the top deterrent for bookings to the United States in the next six months. The UK and global economy rounded out the top three deterrents for travel. They were followed by U.S. policies for entering the United States, including visa processing time, entry and exit requirements, and the requirement to implement the Electronic System for Travel Authorization.

Travel Market Insights (www.travelmi.com) conducts the Canada, Japan, United Kingdom, Mexico and Germany Travel Trade Barometer programs. The U.S. Department of Commerce, Office of Travel and Tourism Industries, is a sponsor and was the initial developer of the barometer program. The Barometer program is conducted with support from the U.S. Commercial Service and various Visit USA Committees and additional sponsors.

The Travel Trade Barometer survey is conducted on a quarterly basis in Canada, Japan, the United Kingdom, Mexico and Germany and is available through subscription. Discussions with industry partners to add China are in progress. For more information, please contact Scott C. Johnson at Travel Market Insights on 518-668-2559.

Reports sent to subscribers include additional information, such as:

  • Bookings - looking at the past quarter and the next two quarters for U.S. and competitive regional destinations;
  • Short term bookings for more than five specific travel segments; and
  • Over 15 motivators or deterrents for travel to the United States.

Specific (proprietary) destination data is also available through a subscription.

For more information on the Travel Barometer Program, please visit <www.travelmi.com>.

U.S. Department of Commerce, International Trade Administration
Office of Travel and Tourism Industries (OTTI)
1401 Constitution Avenue N.W., Room 1003
Washington, D.C. 20230
Phone: (202) 482-0140
Fax: (202) 482-2887
Email: OTTI@trade.gov