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Marketing Ireland Tourism to the USA
In 2005, US travellers accounted for 12% of total visitors to Ireland and 20% of total tourism revenue; at €829, revenue per head was 76% above the all-overseas average.
The key to success lies in effective communication of the appeals and motivations to selected market segments. Recent near exponential growth in Internet usage is set to continue through the remainder of this decade and will have major consequences for both the distribution and marketing of tourism.
The Internet has given consumers the ability to book and plan their holiday more efficiently, cheaper and quicker than ever before. Use of the Internet will show an above average growth rate. By 2009, 30% of leisure travel may be booked over the Internet.
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Through our network of affiliates, we can give you the inside track in these markets, with localised Web pages and marketing materials and inside access to local partners, trade allies, media and marketing channels.
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Why Irish tourism firms should market to the USA:
We believe that the U.S. market has the greatest immediate success potential for online Irish travel, tourism and hospitality businesses. Factors that influenced this conclusion include the following:
- The USA is the island of Ireland's second largest tourism market.
- 36 million US citizens have ancestral connections with the island of Ireland.
- Our countries to a large extent share a common cultural heritage; intercultural obstacles tend to be minor and easily surmountable.
- 63.8 million American travelers (65% of the 98.3 million online) used the Internet to make travel plans in 2004, while 44.6 million (45%) actually booked travel online.
- 80% of Web-site traffic begins at a search engine. Globally, 20% of visitors to travel sites clicked through from a search engine. This makes search-engine optimization very cost-effective for promoting to U.S. consumers.
Localisation and translation
Please look here for more information on localisation.
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