Post on 26-Jun-2020
August 6, 2019
Carroll RheemVP, Research & Analytics
Brand USA International Market Update
The Travel Promotion Act signed into law March 2010
-15%
-10%
-5%
0%
5%
10%
15%
North Am
erica*
Western Europe
Asia
South America
Caribbean
Oceania
Central Am
erica
Middle East
Eastern Europe
Africa
2017 2018 2019-YTD Jun
* North America arrivals through MaySource: NTTO
(Change % YoY)Regional Arrivals to the US
Top 20 Markets*: Arrivals to the US(Change % YoY )
* 2018 Rank by volume; ** 2019 YTD MaySource: NTTO, as of July 2019
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
Total International**
Total Overseas
Canada**
Mexico**
United Kingdom
Japan
China, PR
C
South Korea
Brazil
Germ
any
France
India
Australia
Italy
Argentina
Colom
bia
Spain
Netherlands
Ireland
Sweden
Venezuela
Taiwan
2017 2018 2019-YTD June
Global International Trip Growth
5%6%
4%5%
4%4% 4%
6%
5%
10%
3%
6%5%
6%
5%
3%
8%
7%
2010 2011 2012 2013 2014 2015 2016 2017 2018
Short Haul Long Haul
Source: Oxford Economics
Global Long Haul Trips and US Market Share
Source: NTTO; Oxford EconomicsNote: Visitation in millions and US Overseas Market Share
0%
2%
4%
6%
8%
10%
12%
14%
16%
0
50
100
150
200
250
300
350
400
450
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Global Total
US Market Share
2017 Trip Growth by Origin
7%
6%
7%
-8%
9%
4%
8%
6%
-4%
12%
8%
18%
6%7%
11%
8%
Africa Asia Europe Middle East North America Oceania South/CentralAmerica/Caribbean
Total
Short Haul Long Haul
Source: Oxford Economics
2018 Trip Growth by Origin
9%
7%
5%
-3%
5%
3%
-3%
5%4%
3%
9%
8%7%
8%
6% 7%
Africa Asia Europe Middle East North America Oceania South/CentralAmerica/Caribbean
Total
Short Haul Long Haul
Source: Oxford Economics
2017 Trip Growth by Origin, Key Markets
4%
8%
5%
17%
6%5%
7%
2%
13%
18%
10%
4%
18%
3%
7%
11%9%
11%
China India Japan South Korea United Kingdom France Germany Italy Spain
Short Haul Long Haul
Source: Oxford Economics
2018 Trip Growth by Origin, Key Markets
7%
12% 12%
3% 3%2%
5% 6%
8%
5%
9%
2%
-2%
5%
17%
8%
13%
18%
China India Japan South Korea United Kingdom France Germany Italy Spain
Short Haul Long Haul
Source: Oxford Economics
Source: Market Intelligence 2013 – 2019 Surveys
Incidence of Long Haul Travelers by Age: France
Question: What countries did you visit during your [N pipe S-6a] international holiday(s) you took in the past 2 years; How likely are you to visit the following regions for an international holiday in the next 12 months?
0%
10%
20%
30%
40%
50%
60%
2013 2014 2015 2016 2017 2018 2019
20-24
25-34
35-44
45-54
55-64
Source: Market Intelligence 2013 – 2019 Surveys
Incidence of Long Haul Travelers by Age: China
Question: What countries did you visit during your [N pipe S-6a] international holiday(s) you took in the past 2 years; How likely are you to visit the following regions for an international holiday in the next 12 months?
0%
10%
20%
30%
40%
50%
60%
70%
2013 2014 2015 2016 2017 2018 2019
20-24
25-34
35-44
45-54
55-64
Which overseas market holds the record for highest visitor volume in a given year?
a. Germanyb. UKc. Japand. China
US Visitors
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
2016
2018
United Kingdom Japan China South Korea Germany France India Italy Spain
Source: NTTO
Political EnvironmentGlobal Economic CoolingInternational Trade/Political TensionBrexitGun Violence
Behavior vs. Sentiment
Commercial Opportunity Messaging/Channel Strategy
Influence of USA’s Political Climate on Likelihood of Visiting USA (June 2019)
16%10%
32%
9%
32%
5% 8%
42%
8% 8%16%
8%
13%
9%
14%
7%
21%
8%11%
21%
14% 16%
14%
11%
41%
50%
38%
39%
17%
45%
50%
26%
50%52%
33% 56%
16% 16%
10%
21%
18%
16%
16%
7%
12%
19%
22%
14%
13% 15%6%
24%
12%
26%
15%5%
16%
4%
15% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Australia Brazil Canada China Germany France India Japan Korea Mexico U.K.
Makes itSIGNIFICANTLY LESSlikely that I will visit
Makes it SLIGHTLYLESS likely that I will visit
No effect
Makes it SLIGHTLYMORE likely that I will visit
Makes itSIGNIFICANTLY MORElikely that I will visit
Source: Engine/ORC custom studyBase: General population (age 18-64); n=11,023 (each country n=~1,000)
Influence of USA’s Political Climate on Likelihood of Visiting USA (Top 2 Box – More likely to visit)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Australia Brazil Canada China Germany France India Japan Korea Mexico U.K.
17-Feb Wk3
17-Feb Wk4
17-Mar Wk1
17-Mar Wk3
17-Apr Wk1
17-Apr Wk3
17-May Wk4
17-Jul Wk3
17-Dec
18-Mar
18-Jun
18-Aug
18-Sep
18-Dec
19-Mar
19-JunSource: Engine/ORC custom studyBase: General population (age 18-64); n=11,023 (each country n=~1,000)
Influence of USA’s Political Climate on Likelihood of Visiting USA (Bottom 2 Box – Less likely to visit)
Source: Engine/ORC custom studyBase: General population (age 18-64); n=11,023 (each country n=~1,000)
0%
10%
20%
30%
40%
50%
60%
Australia Brazil Canada China Germany France India Japan Korea Mexico U.K.
17-Feb Wk3
17-Feb Wk4
17-Mar Wk3
17-Apr Wk1
17-Apr Wk3
17-May Wk4
17-Jul Wk3
17-Oct
17-Dec
18-Mar
18-Jun
18-Aug
18-Sep
18-Dec
19-Mar
19-Jun
China Update
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Trade Conflict
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Safety Concerns
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Chinese Arrivals to the USA
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
January February March April May June July August September October November December
2016 2017 2018 2019
2016: +16%2017: +4.1%2018: -5.7%
Jan-Jun 2019: -3.1%
Source: NTTO
Turning point
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Situational Assessment
Means(Economic
Health)
Motive(Demand for US)
Opportunity (Visa, Retail Promotion)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Source: Market Intelligence 2013 – 2019 Surveys
Weighted Perception of Destination Characteristics - 2017
Question: When considering the following countries as holiday destinations, how would you rate each on the following characteristics? Please rate each characteristic on a scale from 1 to 5 (1 being poor, 3 being adequate and 5 being excellent); How would you rate each characteristic that might discourage you from considering it. Please rate each characteristic on a scale from 1 to 5 (1 being not at all discouraging/not applicable, 3 being moderately discouraging and 5 being extremely discouraging).
Base: China intercontinental travelers (N=349-990)
<~25 = Not a factor ~25 - ~50 = A contributing factor ~50+ = A strong factor
Demotivators U.S.A.Inconvenience of travel to the destination (no direct flights) 21Distance from home 15Crowdedness 27Visa requirements/entry procedures 25Personal safety concerns 32Political climate 26Lack of visitor resources/support in the destination 21Unfamiliarity with local customs/language 19High prices 28AVERAGE 24
Source: Market Intelligence 2013 – 2019 Surveys
Weighted Perception of Destination Characteristics - 2018
Question: When considering the following countries as holiday destinations, how would you rate each on the following characteristics? Please rate each characteristic on a scale from 1 to 5 (1 being poor, 3 being adequate and 5 being excellent); How would you rate each characteristic that might discourage you from considering it. Please rate each characteristic on a scale from 1 to 5 (1 being not at all discouraging/not applicable, 3 being moderately discouraging and 5 being extremely discouraging).
Base: China intercontinental travelers (N=377-1063)
<~25 = Not a factor ~25 - ~50 = A contributing factor ~50+ = A strong factor
Demotivators U.S.A.Inconvenience of travel to the destination (no direct flights) 23Distance from home 15Crowdedness 29Visa requirements/entry procedures 26Personal safety concerns 37Political climate 27Lack of visitor resources/support in the destination 23Unfamiliarity with local customs/language 20High prices 30AVERAGE 25
Source: Market Intelligence 2013 – 2019 Surveys
Weighted Perception of Destination Characteristics - 2019
Question: When considering the following countries as holiday destinations, how would you rate each on the following characteristics? Please rate each characteristic on a scale from 1 to 5 (1 being poor, 3 being adequate and 5 being excellent); How would you rate each characteristic that might discourage you from considering it. Please rate each characteristic on a scale from 1 to 5 (1 being not at all discouraging/not applicable, 3 being moderately discouraging and 5 being extremely discouraging).
Base: China intercontinental travelers (N=393-1050)
<~25 = Not a factor ~25 - ~50 = A contributing factor ~50+ = A strong factor
Demotivators U.S.A.Inconvenience of travel to the destination (no direct flights) 24Distance from home 16Crowdedness 29Visa requirements/entry procedures 27Personal safety concerns 39Political climate 31Lack of visitor resources/support in the destination 24Unfamiliarity with local customs/language 20High prices 32AVERAGE 27
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Behavior vs. Sentiment
Commercial Opportunity
Messaging/Channel Strategy
Phocuswright Inc. on Behalf of Brand USA • 45Asia Focus Groups 2019 Results
Top 10 Future Destinations
Question: What countries you would most like to visit in the future? Please list up to 10 countries .
0%
10%
20%
30%
40%
50%
60%
70%
2013 2014 2015 2016 2017 2018 2019
U.S.A.
France
Japan
U.K.
Australia
Germany
Italy
Korea
New Zealand
Thailand
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Phocuswright Inc. on Behalf of Brand USA • 46Asia Focus Groups 2019 Results
Likelihood of Travel to United States
Question: When, if ever, are you likely to visit the following countries?
Base: China international travelers ( 2018 N=1063, 2019 N=1050)
25%
25%
22%
19%
7%
1%
21%
23%
26%
20%
8%
1%
24%
26%
23%
18%
9%
1%
In the next 6months
6-12 months
1-2 years
2-5 years from now
Maybe some time inthe distant future
Not likely to evervisit
2017
2018
2019
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Source: Market Intelligence 2013 – 2019 Surveys
Net Promoter: United States
Question: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries?
Base: China international travelers ( 2018 N=1063, 2019 N=1050)
45%
30%
18%
6%
0%
43%
30%
20%
6%
2%
35%
34%
24%
5%
1%
I would bring it up torecommend as a destination
I would tell people positivethings about it if it were
brought up
I would tell people neitherpositive nor negative things if it
were brought up
I would tell people negativethings about it if it were
brought up
I would bring it up to discouragepeople from travelling the there
2017
2018
2019
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Source: Market Intelligence 2013 – 2019 Surveys
Net Promoter: France
Question: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries?
Base: China international travelers ( 2018 N=1063, 2019 N=1050)
52%
31%
13%
4%
0%
51%
33%
14%
2%
%
47%
33%
16%
3%
1%
I would bring it up torecommend as a destination
I would tell people positivethings about it if it were brought
up
I would tell people neitherpositive nor negative things if it
were brought up
I would tell people negativethings about it if it were brought
up
I would bring it up to discouragepeople from travelling the there
2017
2018
2019
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Phocuswright Inc. on Behalf of Brand USA • 49Asia Focus Groups 2019 Results
Methodology: Focus Groups
SeoulTokyoBeijingShanghaiChengdu
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Phocuswright Inc. on Behalf of Brand USA • 50Asia Focus Groups 2019 Results
Methodology: Focus Groups
10 Focus Groups
8 per group90 minutes
Screeners: Ages: 20-35;36-55Must have traveled internationally at least once within last two yearsMust be planning to travel internationally within next 12 monthsMust have played an active role in travel planningNote: Groups included a mix of participants with kids and without kids, and an even split of male/female participants
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Phocuswright Inc. on Behalf of Brand USA • 51Asia Focus Groups 2019 Results
China Consumer Focus Groups: Destination Deterrents
• Ongoing issues that travelers said would deter them• Really bad public security (India, Philippines)• Poor food safety (referred to India)
– Anti-China events– Bombings, terror attacks,
shootings
– Tension with China (as recently with Malaysia, Korea)
– Protests (France)
– Hearing Chinese people were robbed or put in jail
• Travelers had mixed feelings about hearing of friends’ negative experiences. One summed it up thus: “If that friend has similar views as me I will consider his perspective.”
• Events that travelers said would deter them:
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Phocuswright Inc. on Behalf of Brand USA • 52Asia Focus Groups 2019 Results
China Consumer Focus Groups: Perception of Politics
• Regarding China-U.S. trade war and rhetoric, the consensus was: no effect on travel • “As long as they don’t reject my visa, what’s it got to do with me?”• “I’m just going there to spend money.”• “It’s a government dispute, not related to normal people.”• “If it affects the exchange rate, that might affect my decision.”
• Anti-China sentiment came up mostly as an issue within Asia – Malaysia, Indonesia.
• One mentioned avoiding Taiwan upon hearing its independence movement was growing.
• Several said they would heed any government travel warnings, as recently happened with Korea.
• Politics can affect the decision to visit a country, but among these participants, who are relatively well traveled, there is no discernible issue with travel to the U.S.
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Situational Assessment
Means(Economic
Health)
Motive(Demand for US)
Opportunity (Visa, Retail Promotion)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
China’s Distinct Perspectives
Experienced Travelers
Novice Travelers
Retailers and Operators
Maintain Long-Term Focus
Pioneering new, uncharted territory with two ambitious IMAX® films
WE’VE GONE OFF THE BEATEN PATH AND HAVE HAD AN EXTRAORDINARY JOURNEY
Impact of Video on Travel
Passive Consumption
Destination Inspiration from Watching Films/Videos
0%
10%
20%
30%
40%
50%
60%
Canada Australia France Germany UK Japan Korea Mexico Brazil India China
Documentary TV show MovieTraveler-made video from someone you don’t know Traveler-made video from friends/family Professionally made travel videoVideo advertisement Other None of the above
Question: In the past 2 years, have you been inspired to want to visit a specific travel destination by watching any of the following? ? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
TV/Video Channels
0%
10%
20%
30%
40%
50%
60%
70%
Canada Australia France Germany UK Japan Korea Mexico Brazil India China
Broadcast/cable/satellite TV Video sharing platform (e.g., YouTube, Youku) Social media (e.g., Facebook, Weibo)Streaming TV subscription (e.g., Netflix, iQiY) Travel/tourism company website News/magazine websiteBlogger website Other Not inspired by TV/Online videos
Question: Where did you watch the film/video(s) that inspired you? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Types of Social Media Videos
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Canada Australia France Germany UK Japan Korea Mexico Brazil IndiaFacebook Feed Facebook Watch videos/WeChat video posts Instagram video postsInstagram Story videos Instagram TV videos Twitter video postsOther Not inspired by social media videos
Question: What types of social media videos inspired you? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
China*
WeChat video posts
Sina Weibo videopostsQzone
Momo
Other
Not inspired by socialmedia videos
*China’s legend
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Content of Travel Videos
0%
10%
20%
30%
40%
50%
60%
70%
80%
Canada Australia France Germany UK Japan Korea Mexico Brazil India China
Natural scenery The local culture/lifestyle A particular attraction or activity Architecture/urban scenery
The individual characters/people The story/plot Other Not inspired by watching travel films/videos
Question: What about the video(s) inspired you to want to visit a particular place? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Active Consumption
Stages of Searching for Travel-related Videos
0%
10%
20%
30%
40%
50%
60%
70%
80%
Canada Australia France Germany UK Japan Korea Mexico Brazil India China
I did not search for travel-related video When seeking ideas about what destinations to consider
When choosing between destinations I have been considering When looking for local attraction/activity ideas after I had chosen where to go
Question: At what stage did you search for travel-related videos, if ever, while planning the [ ] international holiday trip(s) you took in the past 2 years? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Channels for Travel-related Video Searching
0%
10%
20%
30%
40%
50%
60%
70%
80%
Canada Australia France Germany UK Japan Korea Mexico Brazil India
General search engine (e.g., Google) Video platforms (e.g., YouTube) FacebookInstagram Streaming TV TwitterOther Did not search for travel-related videos
Question: Where did you search for travel videos? (Select all that apply)Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
China*
General searchengine (e.g.,baidu)Video platforms(e.g., Youku)
Streaming TV
Other
Did not search fortravel-relatedvideos
*China’s legend
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
Influence of Travel-related Videos on Destination Selection
0%
10%
20%
30%
40%
50%
60%
70%
Canada Australia France Germany UK Japan Korea Mexico Brazil India China
Strongly influential Moderately influential Slightly influential Not at all influential Do not search for travel-related videos when selecting a destination
Question: How influential were the travel videos you watched on your destination decisions? Base: Intercontinental travelers –Australia (N = 1,029); Canada (N = 1,031); France (N = 1,014); Germany (N = 1,032); U.K. (N = 1,023); Brazil (N = 1,026); Mexico (N = 1,010); Korea (N = 1,031); Japan (N = 1,007); China (N = 1,007); India (N = 1,014)
The content of this presentation is the confidential and proprietary information of Brand USA. It is not intended to be shared with or distributed to any third party without the prior written consent of Brand USA.©The Corporation for Travel Promotion d/b/a Brand USA
“Failure and innovation are inseparable twins”
-Jeff Bezos
Lessons Learned
Lesson 1: Video platforms are not the same
Lesson 2: More isn’t always better
Lesson 3: Travel is a mood,
but it’s not moody
Lesson 4: Play off your strengths
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