|La Cumbre Presentation -- 1998
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And that's why the number of new-to-market travelers is so important!
The expansion is happening in South America, with a sizeable population of first time travelers coming to the US each year. This is much lower than Europe, however, where 23% of the travelers to the U.S. in 1997 were first time travelers!
This slide is worrisome to me. These markets are probably not yet saturated, even recognizing the limitations of personal wealth to enable long-haul pleasure travel. You must find someway to encourage the unconverted traveler to visit your destination, to utilize your product.
|Chart 13 -- Share of First Time Air Travelers to the U.S.|
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