Benefiting from Gains in International Travel to the U.S.

Stefanie Galloway | 9 November 2006 |

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According to research by PricewaterhouseCoopers, international travel to the U.S. has continued to rise since the fourth quarter of 2003. In 2005, it increased 6.7 percent, following an even more robust gain of 20.3 percent in 2004. Here’s a look at foreign visitors in the United States as a percentage of the lodging demand for the past few years:

The following factors had an important impact on the number of international travelers to the US:

Global economic performance has grown
The U.S. Dollar is relatively weak, compared to other currencies.
The Dollar is anticipated to remain modest through 2007.
Marketing activities in the United Kingdom and Japan have been geared towards developing a positive image of the U.S. as a travel destination.

According to the Office of Travel & Tourism Industries, the countries with the most international travelers to the U.S. in 2005, not including travelers from Canada and Mexico, are:

US Arrivals

These numbers are certainly encouraging for anyone in the lodging industry, but probably leave you wondering how to capitalize on this increase in foreign travelers. For starters, you could provide a translation service on your website to help potential guests read about your location and what you offer onsite. Maybe try offering a special package for international visitors encouraging sight seeing in your area in concert with other businesses. Offer assistance to overseas guests with car rentals, dinner reservations and booking area activities. All these things will entice overseas travelers to book with you!

How do you attract the internet traffic? International campaigns can be set up in your pay-per-click accounts with ads written specifically for that traffic. There are directories that are focused on this type of travel and provide foreign visitors with great information about lodging in the United States. There are also link building programs to help get your name out there. Contact your Promotion Account Manager if you would like to capitalize on this international traffic.

Stefanie Galloway - Blizzard Internet Marketing, Inc.