UK

INDEX

1. Market Profile
2. Market trends
3. Total Overnight Visitors During the Period 2006-2013
4. Main activities 2014
5. What is expected from the UK Market
6. Recommendations
Market Profile
The UK is the primary European source market for Jordan.

Visitor numbers have increased every full year since 2008 and peaked in 2012 at 69,845. This represents
a positive percentage growth in each year, despite global financial recession and regional unrest, or
between 0.5% to 6.3%.

In Q3/4 of 2011 a major outdoor campaign was placed in the UK using the creative of ‘Treasure’ that
was common with German and French markets. The impact of this campaign can be seen in the 3.5%
increase in visitor numbers witnessed in 2012. Using the platform of the awareness campaign, together
with extensive media coverage as a result of the activity at the Royal Horticultural Society Hampton
Court Flower Show, 200th anniversary of the rediscovery of Petra, the 50 th anniversary of the release of
‘Lawrence of Arabia’, the JTB was able to secure an excellent increase in visitors despite the ongoing civil
war in Syria and wider regional unrest.

Jordan has been represented in the UK by The Brighter Group since the late 1990’s.

Jordan is currently featured by well over 120 tour operators from the UK. JTB UK works diligently to
support and assist new operators to introduce the destination.

Market Trends:

 Brits booking holidays to the Middle East, Africa and South America would rather book an all
inclusive package via a Travel Agency.
 One of the key trends is tailor-made experiences ( consumer’s are looking for more individual
experiences)
 The fast pace of modern life has given consumers the urge to look for adventure experiences
rather than a beach holiday
 The number of people taking a package holiday has increased compared to 2012 and 2011
 Word of mouth continues to be the best advertising for the younger generation and is now
expanding into the older generations.
 Social media continues to be a major influence in people’s decision when choosing a holiday
destination it increased by 7% compared o last year
 Online reviews sites such as Trip Advisor are driving this growth with 20% mentioning this as
influential in 2013 compared with just 13% in 2012
 When it comes to booking a vacation review sites are by far the most influential aspect of social
media.
 Smartphone use whilst on holiday continues to grow as visiting countries have applications they
download to assist them with their holiday ( age group 20 – 35)
Total Overnight Visitors during the Period 2006-2013

total overnight visitors from UK

10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Main Activities

Radio and Online:

A consumer campaign mixing between online, outdoor, broadcast, print etc can be fluid. We have been
discussing various options with several suppliers; such as Sound Creative regarding activity for next year
to build on the radio/online with Jazz that we are doing at the moment but with a bigger buz and
including social media.

Possibility of sending a film crew to Jordan; generate a significant amount of content throughout a
week; use that content throughout the full year; and stream a live radio show from Jordan and of course
support this with digital activity. It will be a mix of broadcast, digital, content generation and of course
social media.

Coop Marketing:
We will be selecting appropriate operators that we believe will add value to Jordan proposition and that
these will include historical partners.

 Adventure Tour Operators

 Luxury Tour Operators
 History and Culture Tour Operators targeting Family

Consumer promotions
Brand partnership with Berghaus an adventure clothing brand to promote the new niche adventure
product. Target market is ABC 1 which are very high propensity to travel with high budgets

 Dedicated in-store posters and flyers in all 7 stores

 Inclusion within a Berghaus e-newsletter sent to 20,000 customers
 Dedicated competition email sent to 100,000 travel subscribers
 Inclusion on the Berghaus website, through Berghaus social media channels and through
Berghaus the blogger outreach community, with expected 250,000 reach
 Dedicated feature on the Active Traveler website and cross promotion through the Active
Traveler e-newsletter, with expected 50,000 reach

FAM and Press Trips:

 Fam trip for up to 14 agents in collaboration with trade publication - to include element of
Travel Agent incentive
 Host appropriate press and bloggers from both trade and lifestyle in order to secure coverage in
the UK market of the key experiential and niche product offering of Jordan concentrating on
food, family and adventure.

Travel Shows:
These shows are a must in the travel industry to promote Jordan directly to the consumer and engage
them face to face as aims to raise awareness of Jordan at a time when consumers are planning &
booking their holidays. With over 50,000 eager visitors JTB promotes Jordan over other destinations in
London and Dublin.

 Destinations in London Earls Court

 Adventure Travel Show in London Olympia
 Holiday World Show Dublin

The shows are particularly popular with more independently minded travellers and of course one of the
biggest trade shows WTM
What is expected from the UK market?

1. Increase arrival of tourists from the UK and Ireland by 10%

2. Increase number of TO selling Jordan
3. Increase the average length of stay
4. Increase the average expenditure
5. Increase the number of packages featuring Jordan in TO brochures (especially niche products)

Recommendations

- Sustain tourism growth through value, rather than through volume

- Intensify diversification communication towards niches ( religious , Adventure and Mice )
- Grow back volume but on the up-market segment
- New targets to attract
- Attract new low cost carriers to Amman and Aqaba International Airports