North America

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 North America Market
6. Recommendations
United States of America Market Profile

• Highest spenders in travel (2X European)

• Largest number of arrivals in 2004 -2012

• The U.S. travel industry is setting its sights on the Hispanic market, 52 million strong in 2012 and
projected to grow to 132 million by 2050, according to the U.S. Census. It's a demographic that
will wield $1.5 trillion in spending power by 2015.

• Average number of nights stay: is 7.4 for leisure and 6.7 for business

• Average daily expenditure is 189.2 JOD

• 72% of visitors are male and maximum age range is between 36 and 65 (arrival and departure
survey)

• Tourists are mainly coming from NY, Washington and Los Angeles contributing to 26% of all
visitors (AMEX analysis report)

• Consumers have become more value conscious – add-ons, from an extra day at the beginning or
the end of the vacation, to a room upgrade or the option of getting business class airfare for a
long journey at a reduced rate, free meals, free kids, etc.

• Customization and Experiential is KEY and the attitude and culture in travel is Niche markets &
multi-dimensional.

• User reviews have a heavy influence on North Americans booking decisions (Tripadvisor, social
media, bloggers, etc.)

• More than 70% of Americans are coming for leisure and vacation (Arrival and departure survey)

• More than 45% of bookings to Jordan as advised by Travel Agents.

Type of Representation:

A branch office located right outside Washington DC represents Jordan.

Number of TO’s selling Jordan: 508 companies selling Jordan in North America
USA:

total overnight visitors from USA

12,000

10,000

8,000

6,000

4,000

2,000

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Canada:

total overnight visitors from Canada

4,500

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Mexico and Hispanic market:

• "They are very warm and lively people, they love music, they want to have fun, so we target
them with things that we think they can relate to or would want to go and see,“
• "They are like any average American, but some things will call to them more: bars and
restaurants, nightlife. They definitely want to do something after the sun goes down." 

• You don't start a tour at the crack of dawn with the Hispanic market, nor do you have a one-
hour lunch at noon; instead, you have a longer lunch later in the day. 

• It's a market with both the money and the desire to spend.  "They do have the income, and they
love to travel

• Hispanics are not looking for an inexpensive hotel, Like other affluent travelers, they want value,
but value doesn't mean only low prices. Like travelers everywhere, they're seeking experiences. 

total overnight visitors from Mexico

800

700

600

500

400

300

200

100

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Main Activities:

 Trade Shows (B2B)

Participating in 12 Trade Business to Business trade shows, to increase awareness of the brand
amongst Trade, increase sales of packages,

 Consumer Shows (B2C)

Participating in 7 consumer shows targeting different segments in the market to increase
consumer awareness regarding some niche segments in the Jordan product.
 Associations and Consortiums
Being part of international networks of 1K plus that create and deliver vacation experiences to
match luxury lifestyle
 Trade Activity:
Jordan specialist program dedicated to Travel Agents in North America ‘’in English’’ and for 2014
attention and addition for segments
 Coop – marketing:
 Cooperative actions with Tour Operators to increase Jordan presence in brochures, online
booking and in advertising with the leading selling TO’s
 Advertising campaigns:
Create awareness amongst consumers through advertising in offline a well as online portals.
 Press trips:
Reassuring consumers through positive PR is key for the North America market: bloggers will be
all the more important as this allows direct C2C communication, through word of mouth, more
attention will be paid for specialised TO’s in specific segments.

What is expected from the North American market?

1. Increase arrival of tourists from North America by 5%

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

Recommendations

- Sustain tourism growth through value, rather than through volume

- Intensify diversification communication towards niches