UK and France: Most important competing destinations in world regional source markets
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13 July 2017 (Edited 13 July 2017)

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Source: David|13 July 2017

San Francisco-based travel marketers Sojern have published a new report on UK and France inbound and outbound tourism trends in 2017.

This report contains a lot of good information, but the section that really caught my eye is the analysis of competitive destinations that were shopped and considered by travelers from different world regions who ultimately booked trips to the UK or France.

First some background:

UK Inbound: Top European source markets

  1. UK
  2. France
  3. Spain
  4. Germany
  5. Italy
  6. Portugal
  7. Switzerland
  8. Netherlands
  9. Ireland
  10. Austria

UK Inbound: Top Non-European source markets

  1. USA
  2. Australia
  3. Canada
  4. Brazil
  5. Singapore
  6. Israel
  7. Mexico
  8. Hong Kong
  9. India
  10. UAE

France Inbound: Top European source markets

  1. France
  2. UK
  3. Germany
  4. Spain
  5. Italy
  6. Portugal
  7. Switzerland
  8. Belgium
  9. Netherlands
  10. Ireland

France Inbound: Top Non-European source markets

  1. USA
  2. Canada
  3. Brazil
  4. Australia
  5. Morocco
  6. Israel
  7. Mexico
  8. Argentina
  9. South Korea
  10. Singapore

Now, the most important competitive destinations:

Note:

"Other UK" and "Other France" deal with the sort of situation where, for example, a population of travelers who ultimately booked trips to some UK destination most frequently also researched, shopped and considered one or more other UK destinations.

Destinations most competitive with the UK for travelers from:

  • Western Europe (o/t UK):
    1. Other UK
    2. USA
    3. Spain
    4. Italy
    5. Germany
  • North America:
    1. USA
    2. Other UK
    3. France
    4. Italy
    5. Spain
  • Asia-Pacific:
    1. USA
    2. Other UK
    3. Australia
    4. Singapore
    5. France

Destinations most competitive with France for travelers from:

  • Western Europe (o/t France):
    1. Other France
    2. Spain
    3. Switzerland
    4. Italy
    5. Germany
  • North America:
    1. USA
    2. UK
    3. Spain
    4. Italy
    5. Other France
  • Asia-Pacific:
    1. Other France
    2. Italy
    3. UK
    4. Germany
    5. USA

So, for tourism businesses in both the UK and France that are targeting Western Europe, their domestic competitors are the #1 threat. But for those targeting North America, American competitors are a bigger threat. And so on.

Depending on the importance of different geographical markets to your business, this could have serious implications for marketing: think geotargeting, time differences, languages, currencies, exchange rates, political climates, regulation, in-market partners...


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David Boggs    - David
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External Article: https://www.sojern.com/macro-trends/2017-uk-france-download


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