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1. US Target Market:
Get to know more about our target groups:
Presented by Srisuda Wanapinyosak
Director
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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
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3. Leisure Market Special Interest Market
• Baby Boomers • Honeymooners
• Bobos • Pink Market
• Gen X • Medical Traveler
• Gen Y
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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
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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
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10. GEN X (Market Size: 52 million)
GEN Y (Market Size: 80 million)
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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
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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
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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
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17. MEDICAL TRAVELER
(Market Size: 1.6 million; Buying Power: $6 billion)
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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
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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
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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
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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 21
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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 22
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23. Thank You
Tourism Authority of Thailand, New York
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