Brand USA
Climate Impact & Sustainability Data (FY2024)
Reporting Period: FY2024
Environmental Metrics
ESG Focus Areas
- Sustainability
- Diversity, Equity, and Inclusion (DEI)
- Community Prosperity
Social Achievements
- Engaging and promoting a diverse base of U.S. stakeholders and creating opportunities throughout the travel industry for underrepresented groups
- Established a benchmark for Brand USA’s support/promotion of minority-owned, small, and rural businesses
Governance Achievements
- Achieve 100% compliance and a clean audit
Climate Goals & Targets
Short-term Goals:
- 3% YoY growth in travel intent (macro); 5% increase in travel intent for those exposed to Brand USA advertising (org)
- 18% YoY international visitor growth from Brand USA Core markets (macro); 30% YoY increase in incremental visitation attributable to Brand USA (org)
- 17% YoY growth in visitor spend (macro); 35% YoY visitor spend attributable to Brand USA activities (org)
- Include a minimum of 180 “beyond the gateway” destinations within Brand USA marketing efforts
- A minimum of 5% of Brand USA media budget invested in growth markets
- 3% increase in overall brand perception of the USA as a travel destination (macro) ; 6% increase in brand perception from those exposed to Brand USA marketing activities (org)
- Maintain 90% partner sentiment that Brand USA provides value to their organization; Maintain annual partner retention rate of over 90%
- 10% increase in overall positive earned media impressions for Brand USA mentions in U.S. or Global Travel Trade or business publications
Environmental Challenges
- Lingering impact of the pandemic on the Australian travel industry, including labor shortages and supply chain disruptions
- Visa wait times in Brazil slowing visitation recovery
- Decreased U.S. market share of outbound Canadian travel and perception of the USA as an expensive destination
- Low brand perception of the USA in China and Japan
- Perception of the USA as an expensive destination among German travelers
- Drop in market share of outbound U.K. travel and decreased traveler intent to visit the USA
Mitigation Strategies
- Working with in-country trade to increase destination discovery and promote shorter, more frequent trips for budget-conscious travelers (Canada)
- Highlighting niche travel experiences in Brazil
- Focusing on luxury travel in the United States and increasing travel spend (India)
- Promoting multi-destination visits, especially with more affluent travelers (Germany)
- Working with in-country trade to increase destination discovery beyond what U.K. travelers expect (United Kingdom)
- Building positive brand awareness with Chinese and Japanese travelers
- Emphasizing the proximity of the United States to Canadians and promoting shorter trips (Canada)