The Caribbean Tourism Organisation (CTO) launched a new publication aimed at giving regional tourism policy-makers and executives insight into the travel habits and plans of British and European holidaymakers.
The European Industry Trends & Insight Report 2014, launched at the international travel trade show, World Travel Market, provides an up-to-date analysis of the challenges facing the UK & Europe’s travel industry, as well as an overview of the latest consumer trends. The report, which draws from the swathes of available industry reports and statistics, also gives insight into what the Caribbean’s competitors are doing, and how consumers perceive the region.
“It’s important that we have insights that policy-makers and planners can stay current and understand what’s trending. We constantly hear that booking windows are shortening; people are using the internet to make travel decisions so everything is occurring at breakneck pace so we need to have the information in order to make decisions that make sense. Gone are the days when the beach alone would have done it, people want to experience different things when they go on vacation so we have to push the various niches, the whole experience. So when we market our tourism services to the world we are telling people come and share in our culture, come and experience what we are and who we are, so we really have to be more sophisticated in terms of how we handle tourism,” said CTO chairman Richard Sealy, at the a gathering which included ministers and directors of tourism and senior travel trade officials.
The report delves into a number of areas of concern for the Caribbean, including the amount of disposable income that the British & Europeans have, how often they plan to travel in 2015 and growth forecasts for outbound travel from Europe. It also looks at the criteria that today’s consumers use when choosing a destination, consumers’ perceptions of the Caribbean tourism product and how consumers currently research and book holidays.
The snappy, engaging and dynamic eight-page supplement was produced for the CTO by the travel trade magazine, TTG and uses infographics, charts and visuals to tell the story. “Not only does this report examine the current travel situation in the UK and Europe, but it also looks ahead to the changes and challenges that are anticipated in the next two to three years,” said Carol Hay, the CTO director of marketing for the UK/Europe. “The well-researched and rich content will prepare our ministers and directors of tourism, as well as Caribbean tourism practitioners for the weeks and months ahead, so that they are well equipped for meetings with industry partners and ready to do business.”