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Market Analysis Report 2015

Office: TAT London

Responsible areas /markets: UK and Ireland

SECTION 1: Market trends

1.1 Overall
 Volume and growth rate of outbound traveler to long-haul and
short-haul destinations (2013 – 2015)

10,000
Best case (000)
9,000 9,182
(000) Mintel forecast
8,000 (000)
6,894
7,861
Market volume (000)

7,000
Worst case (000)
6,540
6,000

5,000

4,000

3,000

2,000 Confidence intervals

1,000 95%
90%
00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 70%
Est. 50%
Actual Forecast

UK residents took 6.9 million long-haul holidays in 2013, down 19% against 2008.

Growth of 14% to 7.9 million trips taken by 2018

 Outlook for outbound situation

Long haul holiday from the UK is a mature market with 57% of UK adults having taken a holiday outside
Europe in the last five years. The market has declined since 2008 but showed its first growth in 2013.
During this period Thailand has continued to grow and has therefore gained significant market share.
Thailand is now the 6th largest long haul market from the UK but the 2nd largest in total value. By 2018
the number of long haul trips from the UK is expected to grow by 14% to 7.9 million trips and with a
total value of £8.2billion, a rise of just 9%. This fall in average spend per trip from £1,090 to £1,039 is
expected to be driven by lost-cost no frill airlines moving into the long haul market. These low cost
airlines are likely to focus more on the US market. Following the entry and exit of low cost carrier, Air
Asia into the UK market it is unclear if and when this this trend will extend to South East Asia. There are
four factors that are likely to have an impact on outbound tourism:
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Jet fuel prices

It is difficult to predict how fuel prices will fluctuate over the next few years. It is likely, however, that we
will see higher prices. To offset these price rises there is a much greater emphasis on fuel efficiency with
the larger planes such as the Airbus A380 much more cost effective to rather than the long haul’s current
favourite, the Boeing 747-400. The new Dreamliner from Boeing is also flying further and is much more
fuel-efficient. For Thailand Emirates already flies an A380 into Bangkok and Thai Airways intends to
launch their own A380 daily service from London to Bangkok by the end of 2014. Tui’s charter service
from London Gatwick direct to Phuket is using the Dreamliner and any additional services from Tui will
be using the same plane.

Air Passenger Duty (APD)

This UK government departure tax is the 2nd highest in the world (only Chad in Africa is more expensive)
Flights to South East Asia were particularly affected as they were in the highest tax band D. In March
2014 UK government announced changes to the UK APD removing the higher C and D bands and
common rating all long haul over 2,000 miles. For the South East Asia region this will mean a reduction
of £28-£56 in the price of an economy ticket and £112 in premium cabins.

Currency
The first half of 2013 saw the Pound slip in value against a number of key long-haul destination
currencies, but the second half of 2013 and start of 2014 has seen the Pound gain strength. In particular,
the Pound has performed well against the South African Rand, Egyptian Pound and Australian Dollar. In
March 2014 British Pound has also strengthened against the Thai Baht. £1 is now worth THB 53 rather
than THB 44 the same time last year.
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Technology
There is likely to be technology revolution onboard airlines as Virgin Atlantic launches both wearable
technology and access to social networks and Virgin Australia launches wireless in-flight entertainment.

Virgin Atlantic seeks to differentiate by showcasing wearable tech

Concierge staff in Virgin Atlantic’s Upper Class Wing were given wearable technology devices to use
for a six-week pilot scheme starting in February 2014. Technology devices on trial include Google
Glass and Sony Smartwatch and the airline is also experimenting with Apple’s iBeacon technology, a
low-powered location technology that can send notifications and alerts to Apple devices based on the
user’s location. Staff will use the smart glasses and smartwatches to access flight and weather
information and also translate foreign-language material. While the wearable tech devices arguably will
not greatly increase productivity or offer many tangible benefits over current working practices, the pilot
scheme helps to differentiate the Virgin Atlantic brand and the industry first has generated a lot of media
buzz.

Virgin America launches in-flight social network

In February 2014, Virgin America partnered with app creator Here On Biz to launch an in-flight social
network for business travellers. Users are encouraged to sign up and connect the app with other social
networks such as LinkedIn, Twitter or Facebook. The app then allows users to view profile pictures of
other users on the flight as well as their name, job title, company and a short bio and also send messages
between contacts.

Virgin Australia introduces Bring your own device wireless in-flight entertainment
September 2013 saw Virgin Australia introduce a new wireless in-flight entertainment system that
allows passengers to stream in-flight entertainment to their own mobile devices. The system is being
rolled out across Virgin Australia’s domestic and international fleet and can be accessed on Wi-Fi enabled
iPads, iPhones, Android devices and laptops with Microsoft’s Silverlight application framework
technology.

 Shift in destination preferences

The US continues to dominate the long-haul market from the UK with a market share of 27% although this
has fallen slightly by 0.2%. The former 2nd placed Egypt has dropped down two places with just over an 8%
decline. The biggest benefactor of the top 2 destinations fall in market share has been Mexico with an
impressive 57% increase. Thailand is the UK’s second highest revenue long-haul market with a 17%
increase total spending of £451million.

New direct flights from UK to Vietnam has seen a 50% increase in demand for Vietnamese Dong as
reported by UK Post Office (Post Office, Holiday Money Report 2012-13)
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Top 10 long-haul holiday destinations, by volume, years ended 30 September 2012 and 2013

Top 10 long-haul holiday destinations, by value, years ended 30 September 2012 and 2013

 New product preferences

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All-inclusive holidays remain the most poplar type of holiday taken by the UK consumer. As
Thailand does not generally offer this product this can be seen as a barrier to growth particularly
in the Family market. However all other holiday types are represented well within Thailand,
particularly beach holidays which continue to be the second largest category.

 Change in consumer behavior

The following is an excerpt from the Mintel Long Haul Holidays 2014 report.

“Thinking about long-haul holidays, which, if any, of the following statements do you agree?
with?”

Base: 2,000 internet users aged 16+

%
I would be more likely to take a long-haul holiday if airfares were considerably cheaper 29
I would like to take a long-haul holiday in 2014, but cannot afford to 26
I am very likely to take a long-haul holiday in 2014 23
All-inclusive long-haul holidays offer good value for money 21
The cost of airfares governs where I decide to go on a long-haul holiday 16
I would rather cut back on other expenses, than sacrifice with not taking a long-haul holiday 10
I can afford to take a long-haul holiday more now than I could one year ago 9
I have considered using alternative accommodation types such as home swaps and private rentals to
save money 8
None of these 22
SOURCE: GMI/MINTEL

As price is clearly the main barrier it can be assumed that given the continuing strengthening of the UK
economy, the reduction in the UK APD and more fuel-efficient planes combined the prospects for the UK
look very strong

1.2 To Thailand
 Volume and growth rate of outbound traveler to Thailand (2014-2016). Please specify the
reason to support the tourism forecast to Thailand in 2015.
*UK
2014 867,073 3.65% (January-May, 2014 delivered 7.02% growth)
2015 910,427 5%
2016 965, 053 6%

Economic forecasts for the UK economy are predicting, consistent growth over the next 5 years with the
UK returning to a budget surplus within that period. The postponed arrival of Thai Airways daily A380
service from London Heathrow is due at the end of 2014. It is also understood that Tui are looking to
introduce a second weekly flight over the winter season (November 2015 to April 2016) out of Gatwick
direct to Krabi.

**Ireland
2014 66,699 6% (January-May, 2014 delivered 9.44% growth)
2015 70,701 6%
2016 75,650 7%
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January, February and April 2014 growth from Ireland has been over 18% with only March down 9% due
to a very late Easter.

* UK arrival figures are based on ‘by residence’ arrivals

** Irish arrivals are ‘by nationality’ as no ‘by residence’ figures are available for the Irish market.

 Number of direct and indirect flight and seat to Thailand in 2014-2016 (please specify
new route or new flight, if any)

UK

Direct, Scheduled
Thai Airways (Double Daily, direct and non-stop London Heathrow to Bangkok)
Thailand’s national carrier now operates a Boeing 747-400 for its day flight and the Airbus A340-
600 for its night flight.

Boeing 747-400
Royal First Class 10
Royal Silk 40
Economy 325
Total Seats 375

Airbus A340-600
Royal First Class 8
Royal Silk 60
Economy 199
Total Seats
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Eva Air (Daily, direct and non-stop from London Heathrow to Bangkok)
In August 2013 Eva Air introduced flat beds on their London route.

Airbus 777-ER
Premium Laurel 38
Evergreen Elite 68
Economy 211
Total Seats 318

British Airways (Daily, direct and non-stop from London Heathrow to Bangkok)

Airbus 777-ER
Club World 48
World Traveller Plus 24
World Traveller 203
Total seats 275

Direct, Charter
Tui (Weekly, direct and non-stop from London Gatwick to Phuket)
Tui introduced the UK’s only charter service from November 2013, which will finish in April 14
and will start again in November 2014. The total capacity is 7,566 and Tui has been running this
flight with a load factor between 95-98%. Initial plans for a second service from Manchester for
2014/2015 are not going ahead but a review is underway to consider 2015/2016 schedules.

Premium Club 47
Economy Club 244
Total Seats 291

Indirect, Scheduled
There are 31 indirect (weekly) scheduled airlines flying from the UK to Thailand so flight
capacity is not an issue for the UK market even in peak season.

Emirates Airlines
Flying from the following 7 UK and Ireland airports via Dubai to Bangkok including an A380, daily
service rom Dubai to Bangkok. From December 2013 they also introduced a daily service to Phuket.
Emirates has announced a second daily flight from Dublin to be introduced in July 2014.

London Heathrow London Gatwick Birmingham Manchester

Newcastle Glasgow

Etihad Airways
Flying from the following 4 UK and Ireland airports via Abu Dhabi to Bangkok and a daily codeshare
service with Air Berlin to Phuket. Etihad have announced their own daily flight to Phuket and second
daily flight from Dublin, which will be introduced in September.

London Heathrow London Gatwick Manchester

Qatar Airways
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Already operating from London and Manchester, Qatar has announced the introduction of flights from
Edinburgh. From their hub in Doha they fly direct into Bangkok and via Kuala Lumpur into Phuket.

Malaysia Airlines
With their code share agreement with Bangkok Airways, Malaysia Airlines has added welcome additional
flight capacity into Ko Samui.

IRELAND

The two main airlines flying out of Dublin, Emirates and Etihad have both announced they are increasing
their frequency to double daily flights.

Etihad, double daily service from Dublin commences 15 July

Airbus 777
Business Class 40
Economy 340

Airbus 330
Business Class 240
Economy 22

Emirates, double daily service Dublin commences 1 September

Airbus 777
First Class 8
Business Class 42
Economy 310

Turkish Airlines and Malaysia Airlines are also particularly active in the Irish market.

 New/Potential product & destination preferences

At the end of February 2014 TAT London carried out a survey of UK tour operators as part of a Market
Check to gauge Thailand’s performance in the peak booking months of January and February. 22 tour
operators responded. The following question related to destination preferences.

Question: How did Thailand’s main cities and resorts perform for you in January?

Up Down Same as 2103

Bangkok 10 10 2
Cha Am 6 6 4
Chiang Mai 10 5 6
Chiang Rai 7 4 4
Hua Hin 8 8 5
Khao Lak 13 2 4
Ko Samui 12 3 5
Krabi 12 4 4
Pattaya 6 6 4
Phuket 15 4 1
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Both major resorts of Phuket and Ko Samui performed well with Khao Lak still the fastest growing
resort. Cha Am, Hua HIn and Pattaya appear to have been affected along with Bangkok due to the
demonstrations. Chiang Mai also performed well with demand for Chiang Rai a little weaker.

 New/Potential emerging market segments and their size

Family Market
In 2013 UK arrivals to Thailand grew by just over 4%. In July and August 2013 UK arrivals to Thailand
grew by 9% and 15% respectively. This growth in the UK summer months appears to have been driven
primarily by the Family Market.

Wedding and Honeymoon Market

In November 2013, wholesale tour operator Inspired by Asia launched the UK’s first dedicated Thailand
Honeymoon 20-page brochure. Working with Conde Nast Brides magazine Turquoise Holidays produced
a 12-page dedicated Thailand Honeymoon brochure. This was inserted into the magazine in March 2014.
Tropical Sky, a relatively new tour operator to Thailand ran a Partners on Demand campaign with TAT
London and booked four wedding parties in the first four weeks of the campaign in January.

In Kuoni’s 2014 report, ‘The Travel Edit’ the following top ten selling Honeymoon destinations were:
1. Maldives
2. Sri Lanka
3. UAE
4. Thailand
5. Mauritius
6. USA
7. Indonesia
8. Malaysia
9. St Lucia
10. Italy

The top 5 destinations have not changed for the last 3 years. Indonesia (mainly Bali) has risen in
popularity from 11th to 9th to 7th during the same period.

Luxury Market
TAT London has targeted the luxury market with dedicated luxury Thailand brochures with tour
operators Six Star Holidays, Elegant Resorts and Travelbag. From TAT London’s recent survey 45% of
the tour operators who responded reported an increase in average revenue per booking. This reflects the
higher spend customers

Muay Thai
Trayvale, a tour operator specializing in bringing Muay Thai clubs to Thailand have produced their first
dedicated Thailand brochure.

 Change in tourist behavior

– The Thai baht has weakened against Sterling in the last twelve months from 43 to 53 Baht
– Largest growth months were July/August (UK Summer) with the growth of family market
– UK market continues to travel ‘all year round’ with the lowest month of September still
showing arrivals of over month 59,000 or 6.6% of the total for the year
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– Bangkok and Cha Am, Hua Hin and Pattaya declined during Bangkok demonstrations
– Chiang Mai and Northern selling much better, although Chiang Rai not growing as quickly
– Student market showing strong growth which is leading to increased average length of stay

The impact of Asean Economic Community (AEC) on Thailand Tourism

Vietnam and more recently Myanmar have shown very strong growth from the UK. A recent survey
from the UK post Office showed demand for the Vietnamese Dong had doubled in the last 12 months
and this followed a 50% increase the year before. There is no sign that this growth is in anyway
having a negative impact on Thailand Tourism. It is generally accepted in the UK that as tourism to
the South East Asia region continues to grow Thailand will remain the major benefactor of this
growth.

SECTION 2: SWOT Analysis

2.1 Strengths and Weaknesses of Thailand: Marketing mix (compare to Thailand’s competitors in the
market)
Internal environments Strengths Weaknesses
- Tourism products and Thailand has word class hotel Lack of 5 star hotels in Khao Lak
services (product variety, products across 3, 4 and 5 star range. may restrict growth of this resort.
quality, attractiveness, There is a wide range of holiday Phuket and Ko Samui still seen as
experience on offer including overdeveloped. Cha Am
etc.)
Thainess products unique to Thailand Hua Hin and Pattaya suffer with
demonstrations in Bangkok
- Thailand tourism Airport Rail Link now connecting to Airline capacity into Ko Samui
infrastructure BTS. Strong Thai Airways and remains an issue although has been
(transportation Bangkok Airways domestic network assisted by Bangkok Airways
and additional routes being added. codeshare agreement with Malaysia
in/between
Significant upgrade to Phuket Airlines.
destinations, etc.) airport with more international flights
- Price (package tour, Reduction in UK Air Passenger Duty No major issues with pricing at the
accommodation, air fare, of between £56 and £112 should moment.
etc.) ensure a similar reduction in the
airfares. Weaker Thai Baht should
also contribute to cheaper packages.
-Communication and Thailand Reunited now has over Thailand continues to struggle to
promotion programs 32,000 likes on Facebook and along attract first time visitors with growth in
(sales promotion, with across Twitter, You Tube and arrivals being driven by an ever-higher
Instagram platforms continues to grow. percentage of repeat customers.
advertising, public
TAT London’s crisis management Only major TV and Radio branding
relations, direct/online during the Bangkok protests was campaigns will reverse this trend.
marketing, etc.) successfully run through Facebook, Thailand’s major competitors all run at
Twitter and a daily updated blog. least one major TV campaign during
TAT London has also now set up a tradethe peak booking season of
only Facebook app, which has over 400,January/February.
likes.

-Channels; online – Dedicated retail campaigns in Flight Global approach needed by Thailand
offline, retailers, Centre and STA Travel shops. to create brand campaigns on sites
wholesalers (quality, Dedicated brochures targeting such as Expedia, Booking.com and
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Internal environments Strengths Weaknesses

quantity, coverage, etc.) Honeymoon, Luxury and Muay Thai Agoda
markets. Ireland’s first dedicated
Thailand brochure

-Image of Thailand and
Thailand tourism
industry (political
stability, safety, hygiene,
eco-friendly, etc.)
Capability of tourism
personnel (guides,
hoteliers, drivers, etc.)
Thailand’s
crises/negative issues
(political unrest /safety
issue/environmental
issue)
The people of Thailand remain
tourism’s best asset.
Quality of tour guides and hotel
personnel remains very good although Refusing to use metres continues to
some issues in budget hotels with
standard of English speaking
The communication management of
the Bangkok protests were well
handled and helped keep demand
stable from the UK and Ireland
markets.
More non Thai workers in major
resorts damages the smiling and
World-class hospitality reputation.
Regular foreign deaths due to poor
health and safety in Thailand remain
a problem.
Taxi drivers over charging and
be a major issue for visitors to
Bangkok and Phuket
The introduction of martial law
followed by the military coup and
the introduction of a curfew does
threaten short term bookings although
cancellations have been minimal.

Others..

2.2 Opportunities and Threats in the market that influencing to Thailand Tourism:
Macro-environments Opportunities Threats
Political environment UK and Ireland political situations Scotland is voting on whether to
(legislation – regulation; remain stable with the general election in leave the UK and become an
taxation, Social Unrest the UK not due until June 2015 independent state. This will take
etc.) place on 18 September.
Economic environment All the UK economic indicators are Uncertain impact of possible Scottish
(exchange rates, fuel positive with low interest rates and Independence and any trading bans
price, unemployment, inflation, and falling unemployment, and imposed by or on Russia due to
inflation, etc.) national debt. Growth in GDP Ukraine crisis.
is the highest in Europe. Increase in UK interest rates and cost
of mortgages may result in less
disposable consumer spending.
Social/Cultural Ageing population remains a key Aging population will in the longer
environment (population factor in the UK and Ireland with over term put a strain on the working
age structure, cultural 1/3 of the population of both countries Population.
over 50 years old. 2013 showed first
values, demography,
growth in long-haul holiday since 2008.
holiday-taking habits, Market forecast to grow over the next 5
social concerns, tourist years.
behavior, etc.)
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Technological Introduction of Google glasses and smart Connectivity within hotels is now
environment (internet watches from companies like Samsung very important and free Wi-Fi a
usage, social networking will hit the market this year. How will major factor in choosing where
/media usage, smart customers access and use this ‘wearable people stay. Charging for this
phone user, etc.) technology’? service is more unacceptable.
Natural environment Consistently bad weather in the UK and With the UK experiencing the worst
(climate changes, etc.) Ireland over the last 18 months flooding in the country’s history
means more people wanting to get concerns over climate change and
away to warmer climates
environmental issues have had more
attention and may have more impact
on choice of holidays.
Accessibility to In Ireland both Etihad and Emirates have Significant growth of other source
Thailand (availability, announced the introduction of double markets such as China and Russia
capacity etc.) daily services from Dublin. Etihad has may impact availability of airline
also launched new daily service in to slots and hotel capacity in the more
Phuket and Qatar from Edinburgh. Thai popular beach resorts
Airways still plans to launch daily 380
service from Heathrow

SECTION 3: Market segmentation

Please list and describe all market segments available for 2015 with available and practical details of
demographics and psychographics to be used in developing strategies and tactics.
Leisure market:
Size &
Segments Preferences/Values/Benefits Competitors
growth
Mass Market 6.9 million Total number of long haul trips taken USA, Canada, Caribbean, Florida,
1st Timers trips in 2013. Largely beach holidays/city Australia, New Zealand, Egypt,
breaks/all-inclusive/cultural Mexico, South Africa
sightseeing
Family 18 million Quality market, increased arrival USA, Florida, Mexico, Dubai,
families numbers (avrg, family size of 4) Caribbean
Over 50’s 23 million Quality market, high-spend, long stay USA, Canada, Caribbean, Florida,
(up to 89yrs) Australia, New Zealand, Mexico,
South Africa

Special interest market:

Size &
Segments Preferences/Values/Benefits Competitors
growth
Golf 4 million High spend, quality market Spain, Ireland, Portugal, Turkey,
golfers, 8% of Florida
adults
Diving 136,000 Unspoilt coral and good wreck diving Australia, Indian Ocean, Red Sea,
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PADI divers Indonesia

Muay Thai 40 UK clubs Authentic Muay Thai training None

Hi-End market: (please specify definition of hi-end from your market)

Size &
Segments Preferences/Values/Benefits Competitors
growth
Luxury Quality, high-yield, high spend Mexico, Indian Ocean, Caribbean,
Europe, Dubai, China, Africa
Wedding and 80,000 High-yield, high spend, quality USA, Hawaii, Caribbean, Indian
Honeymoons weddings market, luxury Ocean, South Africa, Mexico, Italy,
abroad +15% Dubai
Spa/Wellness High spend, quality market Europe, South Africa, Indian Ocean

SECTION 4: Target segments

[ - Please list market segments that you plan to target in 2015 by selecting from the available segments in
SECTION 3.
Leisure markets:

Segments Competitors Value/Preference Thailand / TAT’s What to be

Strengths improved in
Thailand to serve
these segments
Mass Market USA, Canada, 6.9M total Value for money Major branding
1st Timers Caribbean, Florida, number of long Large choice of campaign on TV
Australia, New haul trips taken in tour operators and/or Radio
airlines,
Zealand, Egypt, 2013. Largely
3-5 Star hotels
Mexico, South Africa beach Best beaches in the Political stability
holidays/city world
breaks/all- Plenty of culture Higher safety
inclusive/cultural Thai hospitality and standards and
sightseeing service regulations
Family USA, Florida, 18million International
Mexico, Dubai, families standard of hotels Major branding
Caribbean Quality market, Value for money campaign on TV
Amazing
increased arrival and/or Radio
experiences for kids
numbers (avrg, / educational holiday
family size of 4) All Inclusive product Political stability
with TUI
Thai hospitality Higher safety
standards and
regulations
Student Australia, New 200,00 students Value for money Thailand Student
Zealand, USA, South looking to take Diversity of holiday Festival supported
America Gap year experience by strong social
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Voluntourism media activity

Special interest markets:

Segments Competitors Thailand / TAT’s Strengths What to be improved in
Thailand to serve these
segments
Golf Spain, Ireland, Portugal, Quality of golf courses More UK Golf Tour
Turkey, Florida Activities for non-golf Operators to feature and
playing partners focus on Thailand
Diving Australia, Indian Ocean, Variety of dive sites with Work with UK Dive Clubs
Red Sea, Indonesia complimentary seasonality to raise awareness
Muay Thai None Unique market for Thailand More awareness and
working with UK Muay
Thai clubs

Hi-End market:
Segments Competitors Thailand / TAT’s Strengths What to be improved in
Thailand to serve these
segments
Wedding and USA, Hawaii, Caribbean, Diversity of Experience
Honeymoon Indian Ocean, South Quality of beaches Quicker legal process in
Africa, Mexico, Italy, Quality of spa Bangkok
Dubai Quality of Hotel versus
Price
Luxury Indian Ocean, Caribbean, Fast growth of luxury,
Europe, Dubai, China, boutique, designer hotels No obvious weaknesses
Africa Affordable luxury
Pool Villas
Remote islands

SECTION 5: Destination to Promote

1. Specify main destinations where you are promoting and who is your target group.

Destination Target Group Product Reason why you are promoting

this area
Bangkok All markets Shopping/Sightseeing Major hub for Thailand travel
Chiang Mai/Rai All markets Soft Adventure To encourage more multi-centre
Flora and fauna holidays extend length of stay
Beaches All markets Beaches/Diving Main draw for 1st time travellers

2. Specify new destinations that you plan to promote or possible to promote and who is your target
group.

Destination Target Group Product Reason why you plan to

promote this area
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Northern Repeat customers Self drive holidays New product to encourage

Thailand exploring more of the North

SECTION 6: Political Unrest Effect to Thailand Tourism

1. Does the current political unrest in Thailand affect your market? (Please ⁄ in the box)

Yes

2. If yes, please rate the level of political impact in your market. (Please ⁄ in the box)

Medium

Reasons;

The military coup and more the introduction of a curfew will undoubtedly have a short term
impact on bookings from the UK and Ireland

3. Do you have any plans to cope with the current political situation in Thailand? and how?

TAT London has used all its Partners on Demand budget. However any other budget, which has
not been utilized could be diverted to fund a tactical campaign once the political situation is
resolved.

4. After the political issue finished, how long your market will be recovered? and how?
Historically both the UK and Ireland markets will be the very first to recover and there is no
reason to believe that this will again be the case.
1.1 The First timers: Marketing activities will be more expanded to minor cities of the UK for
both consumers and trades. The target segment will place on Holistic and Tech savvy
travellers by offering them Thailand’s perceptions of Value for money, Culture, and
adventure. In addition, GAP year students are set in priority to promote more first visits to
Thailand.
2. For Irish market, the marketing activities will be more condensed in terms of cooperation and
being partner with tour operators and airlines to expand potential market size under the positive
circumstance namely, the announcement of two Middle East airlines to double daily flights from
Dublin.