san francisco travel global marketing
TRANSCRIPT
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SAN FRANCISCO TRAVEL GLOBAL MARKETING
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SAN FRANCISCO VISITOR STATISTICS
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METHODOLOGYSAN FRANCISCO VISITOR STATISTICS
Visitor Forecast
Lodging Statistics
Flight Volume
Group Sales
Statistics
Visitor Volume & Spend by
Origin
Visitor Feedback
Domestic & InternationalDay & Overnight
Business & Leisure
VISITOR FORECAST SEGMENTATION
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Total 25.2M +2.8% YOY
Total $9.0B +3.8% YOY
Day14.8M
59%Overnight 10.4M
41%
Visitor Volume
Day$1.2B13%
Overnight$7.8B87%
Visitor Spending
TOTAL INBOUND 2016 – Summary
Source: San Francisco Travel Association in conjunction with Tourism Economics; Travel Forecast, SF, February 2017 version
Int’l2.9M27.7%
Domestic7.5M63.3%
Int’l$4.8B61.5%
Domestic$3.0B38.5%
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2.19M 52%
1.15M 27%
890K 21%
Visitor Volume
Top 10 Overseas
Other Overseas
Mexico & Canada
Source: Tourism Economics- Global City Travel Database – January 2017; SF-SM Market
$4.39B86%$186M
4%
$516M10%
Visitor Spending
INTERNATIONAL INBOUND OVERNIGHT2016 – Segmented
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Visitor VolumeMexicoChina
UKCanada
GermanyFrance
AustraliaIndia
South KoreaJapan
TaiwanBrazil
Visitor SpendChinaIndia
South KoreaUK
TaiwanAustraliaGermany
JapanMexicoFranceCanadaBrazil
Source: Tourism Economics- Global City Travel Database – January 2017; SF-SM Market
INBOUND OVERNIGHT2016 – Ranked
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2016 TOP OVERSEAS MARKETS
Source: Tourism Economics- Global City Travel Database – January 2017; SF-SM Market
480K
360K
264K
197K
187K
195K
163K
134K
107K
101K
$1,657M
$530M
$294M
$262M
$542M
$300M
$373M
$284M
$358M
$173M
China
UK
Germany
France
India
Australia
South Korea
Japan
Taiwan
Brazil
Spending
Volume
2016 – By Country
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TOTAL TOURISM DIRECT SPENDING
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Visitor Spending:
• +3.8% in 2016
• +2.7% in 2017
Convention/Meetings Spending:
• -5.7% in 2016
• -2.0% in 2017
Total Tourism Direct Spending:
• +3.0% in 2016
• +2.3% in 2017
TOTAL TOURISM DIRECT SPENDING
YearVisitor
Direct Spending(Billions $)
Convention/Meetings Direct Spending
(Millions $)
Total Tourism Direct Spending(Billions $)
2013 $7.7 $723.2 $8.52014 $8.3 $748.1 $9.02015 $8.6 $740.4 $9.42016 $9.0 $698.1 $9.7
2017F $9.2 $684.1 $9.9
Source: San Francisco Travel Association in conjunction with Tourism Economics & Destination Analysts
RESULTS
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VISITOR VOLUME & SPENDING FORECAST
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2016 SAN FRANCISCO OVERNIGHT VOLUME – 10.4 MILLIONS
Source: Tourism Economics in collaboration with San Francisco Travel Association – February 2017; SF Market
0.68M2.20M
2.98M
4.54M3.66M
6.74M
0
1
2
3
4
5
6
7
8
Business LeisureM
illio
ns
International Domestic
2017 Overnight Volume Forecast
Total +1.3%
BusinessInternational +0.4%Domestic +1.1%
Leisure International +0.2%Domestic +2.0%
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2016 SAN FRANCISCO OVERNIGHT SPENDING – $7.8 BILLIONS
Source: Tourism Economics in collaboration with San Francisco Travel Association – February 2017; SF Market
2017 Overnight Spending Forecast
Total +2.6%
International +2.0%Domestic +3.5%
$4.8B
$3.0B
0B
2B
4B
6B
8B
10B
Total
International Domestic
$7.8B
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GLOBAL MARKET RATINGS & TRENDS
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DOMESTIC VS. OVERSEAS MARKETSIn 2017domestic overnight visitors:
• 72.5% of total overnight visitors.
• 38.8% of total overnight spending2.8%
1.6%2.2%
5.20%
3.50%4.00%
0.0%1.0%2.0%3.0%4.0%5.0%6.0%
01,0002,0003,0004,0005,0006,0007,0008,0009,000
2016 2017 2018
Visitor Volume & Spending
Visitor Volume (1000's)Visitor Spending (1000's)Visitor Volume YOY % ChgVisitor Spending YOY % Change
Source: Tourism Economics- Global City Travel Database – January 2017
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CHINA VS. OVERSEAS MARKETSIn 2017 China will:
• Rank 1st for Visitor Volume (526K)
• CA Market Share: 40%
• Rank 1st for Visitor Volume Growth (+9.6%)
• Rank 1st for Visitor Spending ($1.7B)
• Rank 1st for Visitor Spending Growth (+13.3%)
• CA Market Share:
11.36
9.568.3
9.2
13.313.2
02468101214
0
500
1000
1500
2000
2500
2016 2017 2018
Visitor Volume & Spending
Visitor Volume (1000's) Visitor Spending (1000's)
Visitor Volume YOY % Chg Visitor Spending YOY % Change
Source: Tourism Economics- Global City Travel Database – January 2017
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UK VS. OVERSEAS MARKETSIn 2017 the UK will:
• Rank 2nd for Visitor Volume (341K)
• CA Market Share: 47%
• Rank 10th for Visitor Volume Growth (-5.1%)
• Rank 3rd for Visitor Spending ($540M)
• Ranked 6th for Visitor Spending Growth (+1.8%)
0.76
-5.1
4.1
0.9
1.9
3.1
-6-4-20246
0100200300400500600
2016 2017 2018
Visitor Volume & Spending
Visitor Volume (1000's) Visitor Spending (1000's)
Visitor Volume YOY % Chg Visitor Spending YOY % Change
Source: Tourism Economics- Global City Travel Database – January 2017
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INDIA VS. OVERSEAS MARKETSIn 2017 India will:
• Rank 4th for Visitor Volume (200K)
• CA Market Share: 65%
• Rank 9th for Visitor Volume Growth (6%)
• Rank 2nd for Visitor Spending ($589M)
• Rank 4th for Visitor Spending Growth (+8.7%)
6.6 6.93
6.56.7
8.7
8.2
0
2
4
6
8
10
0100200300400500600700
2016 2017 2018
Visitor Volume & Spending
Visitor Volume (1000's) Visitor Spending (1000's)
Visitor Volume YOY % Chg Visitor Spending YOY % Change
Source: Tourism Economics- Global City Travel Database – January 2017
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MARKET PRIORITIZATION INPUTS
• Spend
• Visitation
• Spend % Growth
• Visitation % Growth
• Travel Market Size
GLOBAL MARKETING PROGRAMS
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MARKET PRIORITIESKey market priorities – Trade, PR, Consumer Marketing
• United States
• China
• UK
• India
2nd Tier Priority Markets – Trade, PR and special situation consumer marketing
• Australia
• Brazil
• South Korea
• Canada
GLOBAL MARKETING PROGRAMS
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MARKET PRIORITIES
Top market priorities for trade and PR
• Mexico
• Germany
• France
• Taiwan
• Japan
• Italy
• Scandinavia
GLOBAL MARKETING PROGRAMS
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“WELCOME CAMPAIGN”
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TIMELINE OF TRAVEL BANWELCOME CAMPAIGN
• January 27 – President signs executive order
• January 28 – Protests nationwide breakout
• January 29 – Judges in NY, MA temporarily block ban
• February 9 – The ban is defeated
• March 6 – President unveils new travel ban
• March 15 – Second ban is defeated
Damage is already done
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U.S. bound flight searches are down 17%
The number of flight searches decreased from 61M to 50M
Flight searches dropped in 94 of 122 countries surveyed
Flight searches to San Francisco have declined the most
TRAVEL BAN EFFECTWELCOME CAMPAIGN
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WHAT ARE WE DOING ABOUT IT?
With the board’s approval, we’ve unlocked additional funds to…
Phase 1
• Develop a new video
• Create a dedicated landing page to welcome people
Phase 2
• Develop a photo essay series showing the diverse faces of San Francisco
Phase 3
• Participate in VCA co-op to launch in July
WELCOME CAMPAIGN
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WHAT ARE WE DOING ABOUT IT?WELCOME CAMPAIGN
Since this ban effects the international visitor, we are going to amplify our welcome message…
• With Facebook ads
• In the UK and Canada
• Matching funds and additional creative from VCA
• Earned media
Launch Date: Targeting May 8
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…doesn’t just welcome your differences.
We encourage them.
We celebrate them.
We even throw parties for them
Never the same. Always welcome.
BECAUSE SAN FRANCISCO…WELCOME CAMPAIGN
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AIR INDIA EXPANDED SERVICE
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AIR INDIA SERVICE PROMOTION
• Partners
- SFO
- Visit CA
• Channels
- YouTube
- Hotstar
AIR INDIA – GLOBAL MARKETING PLANS
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CHINA PROGRAMS
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SF PROGRAMS OVERVIEW
• Ctrip
• Weibo & WeChat
• KOLs
• GoUSA Websites
• Warriors Mision
• Trade & Tour Operator Events
• PR
SFTRAVEL CHINA CONSUMER PROGRAMS
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WARRIORS MISSION
• Mission to leverage Golden State Warriors Oct 2017
• Partner inclusion
• Large delegation including the Mayor
• Top Tour Operators
• Consumer Campaign Before & After Games
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RUGBY WORLD CUP SEVENS 2018
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1ST TIME HOSTING IN USA HISTORY
July 20-22 20183 DAYS 40 TEAMSAT&T PARK
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RWC Sevens in San Francisco• 40 teams competing from countries all over the world
• 24 men’s & 16 women’s teams• 1st time that men’s & women’s World Cup will be hosted together• 12 countries have already prequalified
MEN’S: WOMEN’S: Australia New Zealand CanadaEngland South Africa SpainFiji USA New ZealandFrance Wales USA
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GET INVOVLED
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GET INVOLVED
• Become a Partner
• Join us at trade shows and on missions
• Leverage our marketing coops
• Welcome influencers and media on FAM trips with us
• Attend our events
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