Attracting International Visitors

Mountain Travel
Symposium
April 13, 2014

USA Arrivals
0
5
10
15
20
25
2000 2005 2010 2015 2020
Australia
Belgium
Brazil
Canada
China
France
Germany
Hong Kong
Italy
Japan
Netherlands
Russia
Singapore
UK
Korea
India
Mexico (total)
Colombia
Venezuela
Argentina
CO+AR+VZ
Source: Brand USA proprietary research, OTTI, Tourism Economics
Millions

USA Arrivals
0
1
2
3
4
5
6
7
2000 2005 2010 2015 2020
Australia
Belgium
Brazil
China
France
Germany
Hong Kong
Italy
Japan
Netherlands
Russia
Singapore
UK
Korea
India
Colombia
Venezuela
Argentina
CO+AR+VZ
Millions

USA Arrivals
0
1
2
3
4
5
6
7
2000 2005 2010 2015 2020
Brazil
China
Germany
Japan
UK
CO+AR+VZ
Millions

-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
0% 20% 40% 60% 80% 100% 120%
Canada
Mexico*
United Kingdom
Japan
Germany
Brazil
China
France
South Korea*
Australia
Nordic/Benelux*
Russia
India*
USA Arrivals
Russia
India
Brazil
Canada
Mexico
China
Long Haul Market Share (CA, MX Total Share)
2012/2021 USA Arrivals Growth
(Inner circles represent 2012 arrival volume;
grey outer circles represent forecasted 2021 arrivals)

-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
-20% 0% 20% 40% 60% 80% 100% 120%
Canada
Mexico*
United Kingdom
Japan
Germany
Brazil
China
France
Australia
Russia
India*
Total Foreign Departures
Russia
India
Brazil
Canada
Mexico
China
2012/2021 USA Arrivals Growth
(Inner circles represent 2012 total foreign departures;
grey outer circles represent forecasted 2021 foreign departures)
Long Haul Market Share (CA, MX Total Share)

Target Travel Cycle Phase
Dream
ConsiderActivate

Mexico – 21%
Russia – 21%
Japan – 30%
Canada – 31%
France – 34%
India – 37%
Germany – 41%
Australia – 42%
United Kingdom – 45%
Brazil – 50%
South Korea – 52%
China – 60%
USA Wish List Share
* International travelers in Canada and Mexico
Source: Brand USA Global Intelligence Program and PhoCusWright, Inc.
Percentage of intercontinental travelers*
who list USA on their destination wish list

Intent to Visit USA
* International travelers in Canada and Mexico
Source: Brand USA Global Intelligence Program and PhoCusWright, Inc.
Percentage of intercontinental travelers*
who are likely to visit in next 12 months
Russia – 15%
France – 17%
Australia – 18%
Germany – 19%
South Korea – 26%
United Kingdom – 27%
Japan – 36%
India – 45%
Brazil – 57%
China – 59%
Canada – 66%
Mexico – 73%

Destination Selection Channels - Canada
66%
42%
27%
27%
25%
22%
19%
12%
10%
9%
8%
7%
7%
6%
5%
6%
70%
48%
28%
28%
25%
23%
21%
13%
11%
10%
8%
8%
8%
6%
6%
6%
Websites via computer or laptop
Personal recommendations from friends/family
Information in printed travel guidebooks
Personal advice from travel professionals/travel agents
Printed publications, articles or brochures
Websites or applications via tablet
Online advertising/email
Printed advertising
Websites or applications via mobile phone
Programmes on TV/radio
Calls to airlines
Calls/visits to city/state destination travel bureaus/tourist…
Calls to hotels
TV/radio advertising
Other
Not sure
Total
Likely Visit U.S. in Next Trip
Question: What sources of information did/will you use to select the destination for this holiday? Select all that apply.
Base: Canada intercontinental travelers (N=946), Canada travelers who will likely visit the U.S. in their next intercontinental trip
(n=462)
Source: Brand USA Custom Study

Destination Selection Channels - Mexico
1
Base: Likely to take a future trip to the US (n=1240)
Q40. Thinking about a FUTURE trip to the United States, what sources of information are you likely to use/have used to plan this trip? Please
select all that apply.
63%
55%
38%
35%
28%
28%
28%
27%
26%
20%
19%
18%
18%
3%
2%
Websites via computer
Personal recommendations from…
Personal advice from travel…
Calls to travel providers, such as airlines…
Calls/visits to city/state travel…
Printed advertising
Programs on TV/radio
Not sure
Other

Destination Selection Channels - UK
65%
37%
26%
21%
19%
19%
16%
13%
13%
8%
8%
7%
7%
6%
5%
5%
71%
40%
27%
24%
24%
18%
19%
15%
19%
10%
11%
7%
9%
8%
5%
5%
Printed advertising
Calls to airlines
Calls to hotels
Other
Not sure
Total
Base: U.K. intercontinental travelers (N=1,003), U.K. travelers who will likely visit the U.S. in their next intercontinental trip (n=406)

Destination Selection Channels - Germany
62%
42%
41%
28%
25%
14%
13%
12%
11%
10%
7%
7%
5%
5%
7%
4%
65%
46%
43%
30%
25%
15%
15%
15%
9%
14%
6%
6%
6%
5%
6%
4%
Printed advertising
Calls to airlines
Calls to hotels
Other (please specify)
Not sure
Total
Base: Germany intercontinental travelers (N=1,089), Germany travelers who will likely visit the U.S. in their next intercontinental
trip (n=370)

Destination Selection Channels - Japan
64%
39%
29%
20%
17%
16%
16%
14%
14%
13%
12%
9%
8%
6%
1%
2%
76%
47%
33%
27%
17%
21%
21%
13%
16%
13%
13%
8%
9%
6%
1%
1%
Printed advertising
Calls to airlines
Calls to hotels
Not sure
Total
Base: Japan intercontinental travelers (N=1,036), Japan travelers who will likely visit the U.S. in their next intercontinental trip
(n=319)

Destination Selection Channels - Brazil
1
.
Q40. Thinking about a FUTURE trip to the United States, what sources of information are you likely to use/have used to plan this trip? Please
select all that apply.
58%
49%
44%
37%
33%
31%
27%
27%
21%
21%
19%
17%
16%
2%
2%
Websites via computer
Personal advice from travel…
Calls/visits to city/state travel bureaus/tourist…
Calls to travel providers, such as airlines and…
Printed advertising
Programs on TV/radio
Other
Not sure

Destination Selection Channels - Australia
71%
49%
36%
34%
30%
26%
23%
18%
16%
15%
11%
10%
9%
8%
4%
4%
78%
51%
43%
41%
35%
34%
24%
22%
16%
15%
13%
12%
10%
12%
4%
1%
Printed advertising
Calls to airlines
Calls to hotels
Other
Not sure
Total
Base: Australia intercontinental travelers (N=1,034), Australia travelers who will likely visit the U.S. in their next intercontinental
trip (n=268)

Destination Selection Channels - China
66%
53%
43%
42%
34%
34%
30%
28%
26%
24%
24%
22%
21%
13%
1%
0%
69%
55%
47%
47%
41%
36%
34%
31%
29%
27%
28%
25%
25%
16%
1%
1%
Calls to airlines
Calls to hotels
Printed advertising
Not sure
Total
Base: China intercontinental travelers (N=1,475), China travelers who will likely visit the U.S. in their next intercontinental trip
(n=737)

Website Used in Destination Selection -Canada
72%
69%
61%
56%
28%
33%
22%
13%
14%
5%
2%
General search engines, such as Google
Online travel agency websites, such as Expedia ca
Traveller review websites, such as TripAdvisor
Airline websites, such as AirCanada com
Travel guide websites, such as Lonely Planet
Hotel brand websites, such as Marriott com
Destination websites, such as such as nycgo com
Social networking websites, such as Facebook
Magazine websites/newspaper websites, such as
theglobeandmail com
Other
No specific website
Question: What type(s) of websites did/will you use? Select all that apply.
Base: Canada intercontinental travelers who used websites or applications in destination selection (N=703), Canada travelers who
will likely visit the U.S. in their next intercontinental trip (n=360)

Websites Used in Destination Selection - Mexico
1
.
Base: Likely to use websites to plan future trip to the US (n=982)
Q41. What type(s) of websites will you use? Please select all that apply.
73%
61%
59%
58%
41%
28%
24%
22%
3%
1%
Travel provider websites, such as aeromexico.com
Online travel agency websites, such as hotels.com
Traveler review websites, such as TripAdvisor
Destination websites, such as spain.info or nycgo.com
Magazine websites/newspaper websites
Other
No specific website

Website Used in Destination Selection - UK
68%
67%
58%
47%
45%
37%
19%
15%
12%
2%
2%
Online travel agency websites, such as Expedia.co.uk
Airline websites, such as BA.com
Hotel brand websites, such as Hilton.com
Destination websites, such as such as Nycgo.com
Guardian.co.uk
Other
No specific website
Base: U.K. intercontinental travelers who used websites or applications in destination selection (N=736), U.K. travelers who will
likely visit the U.S. in their next intercontinental trip (n=332)

Website Used in Destination Selection - Germany
75%
61%
53%
44%
29%
34%
23%
15%
15%
4%
1%
Online travel agency websites, such as Expedia.fr
Airline websites, such as airfrance.fr
Destination websites, such as such as Nycgo com
Hotel brand websites, such as accor.com
lemonde.fr
No specific website
Base: Germany intercontinental travelers who used websites or applications in destination selection (N=749), Germany travelers
who will likely visit the U.S. in their next intercontinental trip (n=271)

Website Used in Destination Selection - Japan
68%
58%
53%
36%
24%
22%
17%
14%
5%
2%
1%
Online travel agency websites, such as MakeMyTrip com
Airline websites, such as AirIndia com
Hotel brand websites, such as Jumeirah com
Destination websites, such as such as VisitBritain com
timesofindia com
No specific website
Other
Base: Japan intercontinental travelers who used websites or applications in destination selection (N=787), Japan travelers who will
likely visit the U.S. in their next intercontinental trip (n=271)

Websites Used in Destination Selection -Brazil
2
Base: Likely to use websites to plan future trip to the US (n=861)
Q41. What type(s) of websites will you use? Please select all that apply.
71%
64%
55%
47%
40%
32%
28%
18%
2%
1%
Online travel agency websites, such as Decolar.com
Traveler review websites, such as TripAdvisor
Travel provider websites, such as Tam.com
Magazine websites/newspaper websites
Destination websites, such as spain.info or nycgo.com
Other
No specific website

Website Used in Destination Selection - Australia
79%
68%
69%
62%
52%
40%
41%
18%
11%
2%
0%
Airline websites, such as Qantas com
Online travel agency websites, such as webjet com au
Destination websites, such as such as VisitBritain com
Hotel brand websites, such as Hilton com
Heraldsun com au
Other
No specific website Likely Visit U.S. in Next Trip
Base: Australia intercontinental travelers who used websites or applications in destination selection (N=814), Australia travelers
who will likely visit the U.S. in their next intercontinental trip (n=231)

Website Used in Destination Selection - China
75%
63%
56%
55%
54%
54%
48%
42%
31%
0%
0%
Online travel agency websites, such as Ctrip.com
General search engines, such as Baidu
Travel guide websites, such as qyer.com
Traveller review websites, such as DaoDao
Social networking websites, such as Sina Weibo
Airline websites, such as AirChina.com
Hotel brand websites, such as Hilton.com
Destination websites, such as such as GoHawaii.com
Southern Metropolis Daily
No specific website
Other
Base: China intercontinental travelers who used websites or applications in destination selection (N=1204), China travelers who
will likely visit the U.S. in their next intercontinental trip (n=624)

Booking Method for Travel Components - UK
50%
24%
9%
9%
1%
52%
17%
9%
7%
1%
46%
13%
8%
7%
5%
47%
11%
5%
23%
1%
50%
9%
6%
25%
1%
47%
8%
7%
11%
2%
30%
13%
11%
32%
2%
27%
11%
2%
14%
9%
23%
10%
3%
13%
12%
Use an online travel agency website
Use a travel provider website
Call travel providers directly
Call/visit a travel agent
At the airport/property
Air
Lodging
Car Rental
Pre-package or guided
tour package
Custom package
Holiday home rental
Cruise
Rail
Question: How did/will you book the travel products for this holiday?
Base: U.K. intercontinental travelers who booked /will likely each travel component (N=53~551)

Booking Method for Travel Components - Japan
26%
44%
10%
16%
1%
47%
24%
8%
16%
1%
31%
19%
9%
20%
13%
41%
12%
2%
39%
2%
45%
22%
4%
26%
0%
54%
7%
7%
20%
0%
42%
15%
4%
19%
12%
23%
23%
2%
16%
18%
35%
10%
2%
23%
19%
Air
Lodging
Car Rental
tour package
Custom package
Holiday home rental
Cruise
Rail
Base: Japan intercontinental travelers who booked /will likely each travel component (N=56~596)

Booking Method for Travel Components - Australia
33%
28%
5%
29%
%
38%
21%
8%
18%
1%
27%
21%
9%
15%
11%
23%
9%
5%
51%
1%
29%
13%
2%
50%
%
34%
16%
7%
11%
2%
17%
19%
12%
38%
4%
19%
17%
10%
24%
6%
13%
15%
6%
25%
8%
Air
Lodging
Car Rental
tour package
Custom package
Holiday home rental
Cruise
Rail
Base: Australia intercontinental travelers who booked /will likely each travel component (N=193~851)

Booking Method for Travel Components - China
48%
9%
31%
10%
1%
49%
12%
25%
12%
1%
28%
15%
22%
21%
8%
40%
15%
16%
25%
1%
45%
16%
18%
17%
2%
43%
21%
17%
14%
3%
35%
15%
21%
24%
2%
25%
17%
13%
23%
9%
39%
20%
9%
21%
1%
Air
Lodging
Car Rental
tour package
Custom package
Holiday home rental
Cruise
Rail
Base: China intercontinental travelers who booked /will likely each travel component (N=154~1016)

Travel Components Booking - Brazil
3
Travelers most prefer to book their airfare, lodging and car rentals
separately and are less likely to book all three as a travel package.
Q42. Thinking about a FUTURE trip to the United States, which of the following travel components are you likely to use/have used to book for this
trip? Please select all that apply
62%
54%
42%
41%
33%
20%
17%
14%
11%
Air travel (separately, not part of package)
Hotel/motel/other lodging (separately, not part of package)
Car rental (separately, not part of package)
Custom package with a choice of specific flights and hotel
Pre-packaged vacation or guided tour package
Destination activities (sightseeing tours, snorkeling excursions, etc.)
Cruise vacation
Rail travel (over a 120 km distance)
Timeshare or vacation rental property

Travel Component Booking - China
73%
70%
41%
36%
36%
30%
27%
12%
12%
Hotel, motel or other paid lodging (separately, not as part of a
package)
Air travel (separately, not as part of a package)
Custom package with a choice of specific flights and hotel
Pre-packaged holiday or guided tour package
Destination activities such as sightseeing tours, snorkelling
excursions, etc
Holiday home/flat rental
Car rental (separately, not as part of a package)
Overnight cruise holiday
Rail travel (120 km or farther)
Question: Which of the following travel components did/will you book for this holiday? Select all that apply.
Base: China intercontinental travelers (N=1475), China travelers who will likely visit the U.S. in their next intercontinental trip
(n=737)

Lodging Types - Australia
38%
34%
32%
27%
25%
22%
15%
12%
9%
8%
4%
45%
36%
26%
27%
26%
26%
16%
14%
8%
4%
3%
Upscale hotel (four-star)
Midscale hotel (three-star)
Residential home of friends/family
Budget hotel/motel
Bed & breakfast
All-inclusive resort (where meals and activities are included in
the price)
Holiday home/flat that you rented
Luxury hotel (five-star)
Hostel
Holiday home/flat that you, friends or family own
Total
Question: What type(s) of lodging did/will you likely use during this holiday? Select all that apply.
Base: Australia intercontinental travelers (N=1034), Australia travelers who will likely visit the U.S. in their next intercontinental
trip (n=268)

Lodging Types - Germany
34%
31%
25%
23%
20%
19%
15%
12%
7%
6%
3%
44%
34%
20%
31%
22%
22%
15%
11%
7%
4%
2%
the price)
Budget hotel/motel
Bed & breakfast
Hostel
Total
Base: Germany intercontinental travelers (N=1089), Germany travelers who will likely visit the U.S. in their next intercontinental
trip (n=370)

Lodging Types - Japan
52%
41%
23%
14%
14%
11%
9%
8%
7%
7%
0%
59%
50%
25%
18%
14%
12%
8%
5%
6%
5%
0%
the price)
Budget hotel/motel
Bed & breakfast
Hostel
Other
Total
Base: Japan intercontinental travelers (N=1036), Japan travelers who will likely visit the U.S. in their next intercontinental trip
(n=319)

Lodging Types
63%
41%
38%
28%
25%
24%
17%
17%
15%
5%
0%
63%
47%
42%
26%
24%
26%
15%
21%
14%
6%
0%
Hostel
Budget hotel/motel
the price)
Bed & breakfast
Other
Total
Base: China intercontinental travelers (N=1475), China travelers who will likely visit the U.S. in their next intercontinental trip
(n=737)

Motivations for Selecting Intercontinental Destination - China
70%
62%
60%
59%
55%
53%
39%
34%
24%
20%
18%
12%
9%
9%
0%
74%
68%
64%
65%
58%
59%
41%
36%
27%
20%
17%
12%
9%
8%
0%
Ecotourism and nature
Cultural/historical attractions (museums, landmarks)
Beaches/seaside attractions
Urban attractions (nightlife, city tours)
Dining/gastronomy
Shopping
Local lifestyle
Theme parks
Sport and adventure activities
Special events/concerts/sporting events/festivals
Cruise/boating options
Educational aspects (learning/practicing a language)
Visiting friends/relatives
Religious/spiritual reasons
Total
Question: What motivates your desire to visit that destination? Select all that apply.
Base: China intercontinental travelers (N=1,475), China travelers who will likely visit the U.S. in their next intercontinental trip
(n=737)

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