รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ
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รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ

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โดยนางศรีสุดา วนภิญโญศักดิ์ ผู้อำนวยการสำนักงาน ททท.สำนักงานนิวยอร์ก จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ......

โดยนางศรีสุดา วนภิญโญศักดิ์ ผู้อำนวยการสำนักงาน ททท.สำนักงานนิวยอร์ก จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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  • 1. US Target Market: Get to know more about our target groups: Presented by Srisuda Wanapinyosak Director 1Friday, 17 June 2011
  • 2. TAT’s Corporate Plan Strategic Increase Maintain Thailand’s Promote Thailand’s Image Objective Tourism Revenue Asia Pacific Market Share As “Value Destination” 2012 Income Growth Thailand’s Asia Pacific 35% of Tourists Belief KPI ≥ 7% Market Share (Arrivals) Thailand as “Value ≥ 21.4% Destination TAT’s Marketing Plan Corporate Expanding Building Enhancing Strengthening Marketing Quality Leisure Tourism Competitiveness Amazing Market Market Base Thailand Brand Strategy To expand quality To expand the To increase To persuade market base (high market base of efficiency in target audience Objectives income & special repeaters reaching customers that Thailand is a interest segments) and 1st visitors with lower cost “Value Destination” TAT NY’s Target Market Target - Honeymooners - Baby Boomers - Pink Market - Gen X, Gen Y Group - Medical Traveler 2Friday, 17 June 2011
  • 3.  Leisure Market  Special Interest Market • Baby Boomers • Honeymooners • Bobos • Pink Market • Gen X • Medical Traveler • Gen Y 3Friday, 17 June 2011
  • 4. 4Friday, 17 June 2011
  • 5. BABY BOOMERS 5Friday, 17 June 2011
  • 6. BABY BOOMERS • Market Size: 76 million • Younger Boomers (45-54) • Older Boomers (55-65) 51% of “Leisure Travel” Market • Seniors (66+) 6Friday, 17 June 2011
  • 7. BOBOS 7Friday, 17 June 2011
  • 8. BOBOS (Bohemian Bourgeois) • Market Size: 4 million • Bobos do not consider themselves as 65 • Physically more active • Have more time on their hands & travel more • 99% connected to the internet • More likely to research & book travel online 8Friday, 17 June 2011
  • 9. Myth #1: Boomers are retiring early Myth #2: Boomers are downsizing their homes Myth #3: Boomers are married empty nesters Myth #4: You can capture Boomers with mainstream advertising Myth #5: Boomers are brand loyal and will not switch Myth #6: Boomers are all wealthy Myth #7: Boomers are winding down with age Myth #8: Boomers are technologically challenged Myth #9: Boomers are the “Me Generation” Myth #10: Boomers are all the same 9Friday, 17 June 2011
  • 10. GEN X (Market Size: 52 million) GEN Y (Market Size: 80 million) 10Friday, 17 June 2011
  • 11. GEN X & GEN Y • Driven by good travel deals • Interested in digital technology & social media (e.g. Facebook, Twitter, YouTube, Smartphone, etc.) • Independent travelers • Seek cultural and holistic experience • With an aggregate income approaching 1 trillion, Gen Y adults are expected to play an essential role in economic recovery 11Friday, 17 June 2011
  • 12. 12Friday, 17 June 2011
  • 13. HONEYMOONERS (Market Size: 4.8 million; Buying Power: $12 billion) 13Friday, 17 June 2011
  • 14. HONEYMOONERS • Household income: $110,000 • 70% graduated college • 81% of newly married couple take a honeymoon • 63% take overseas honeymoons • Spend on average $5,600 on a honeymoon • Average stay is 8 days • Stay: 40% in resorts; 27% in large hotels; 10% in small hotels 14Friday, 17 June 2011
  • 15. GLBT (PINK MARKET) (Market Size: 15 million; Buying Power: $835 billion) 15Friday, 17 June 2011
  • 16. GLBT (PINK MARKET) • 6-7% of adult populations (and growing) • Have higher incomes than average consumers • Strong “Road Warrior” (10+ trips/year) 50% did not travel for business • Prefer gay-friendly destinations • Favor luxury travel & seek lifestyle specific traveling • Canada’s Pink Market ≥ C$75 billion 16Friday, 17 June 2011
  • 17. MEDICAL TRAVELER (Market Size: 1.6 million; Buying Power: $6 billion) 17Friday, 17 June 2011
  • 18. MEDICAL TRAVELER • By 2012, over 1.6 M Americans will seek care overseas • Prefer top quality facilities • Prefer cutting edge medical practices • Medical staff fluent in English • Value for money is key • Rely on personal referrals & hospital affiliations 18Friday, 17 June 2011
  • 19. MEDICAL TRAVELER • Over 50 M Americans are % Change from Previous Year Year 30.00 without health insurance 22.50 15.00 •Over 120 M Americans without 7.50 0 dental insurance -7.50 -15.00 -22.50 •Company healthcare costs: 1999 2000 2001 2002 2003 2004 2005 2006 $10,000 per employee Large Company Health Benefit Cost Dow Jones Industrials (or $10 M per 1,000 employees) Consumer Price Index • With a 6% growth rate 19Friday, 17 June 2011
  • 20. MEDICAL TRAVELER Healthcare insurance premiums outpacing employee wage growth Employee Wage and Healthcare Premium Growth 15% 11% 8% 4% 0% 2000 2001 2002 2003 2004 2005 2006 2007 Health Premiums Employee Wages 20Friday, 17 June 2011
  • 21. Leisure Market Target Competitors Thailand/TAT’s strengths Segments Boomers Long Haul: China, Hong Kong and • Value for money Korea • Wellness and Spa • Friendliness of its People Short Haul: Canada, Caribbean, • Natural Beauty, beaches, unique culture, cuisine Mexico, and Europe • Gateway to Indochina • 1st world transportation hubs & accessibility Generation X Long Haul : China, Hong Kong, • World Class hotels/superstructure Value for money Vietnam Korea, Middle East, Africa, • Good and varied shopping options Soft adventure India • Friendliness of its People • Natural Beauty, beaches, culture, cuisine Short Haul: Europe, Caribbean, Generation Y Canada, Mexico, Central America Long Haul: Vietnam, Cambodia, India, • Value for money Africa, Brazil • Friendliness of its People • Learn and live the Thai way of life Short Haul: Caribbean, Mexico, • Soft adventure Canada, Central & South America, Europe • Ability to communicate with tourists in English • 1st world transportation hubs and accessibility • Gateway to Indochina 21Friday, 17 June 2011
  • 22. Special Interest Market Target Competitors Thailand/TAT’s strengths Segments Honeymooners Long Haul: Europe, South Pacific, Australia • Warm weather • Excellent beaches Short Haul: Caribbean and Hawaii • Exquisite cuisine • World Class hotels • Top in value for money • Excellent Spa and Wellness product • Superior service • Larger marketing budget and outreach L.G.B.T Long Haul: Australia, Brazil, Czech Republic • Gay accepting society • Excellent and varied shopping • Value for money • Luxury hotels Short Haul: UK, Germany, Mexico • Friendliness of People • New/Emerging destination for honeymooners • Unique culture • Annual Gay Pride Parade (each September) Medical Long Haul: Latin America (50% Market Share) • International Standards • Extensive internet capabilities & accessibility Traveler • Professional Doctors Short Haul: India, Singapore, Korea • Reasonable Price • State-of-the-art Technology • Thai Hospitality 22Friday, 17 June 2011
  • 23. Thank You Tourism Authority of Thailand, New York 23Friday, 17 June 2011