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TOURISM PROMOTIONAL AGREEMENT REPORT
JULY- SEPTEMBER2017
PRESIDENT & CEO REPORT
• TDT Collections increased 9.8% over same period a year ago • $12.73M in FY Q4 2017 vs $11.59M in FY Q4 2016
• Average Daily Rate (ADR) increased 2.5% over the same period a year ago
• $106.43 in FY Q4 2017 vs $103.83 in FY Q4 2016
• Occupancy Rate (OCC) increased 5.4% over the same period a year ago • 73.90% in FY Q4 2017 vs 70.11% in FY Q4 2016
• Revenue Per Available Room (RevPAR) increased 7.7% over same period a year ago.
• $78.92 in FY Q4 2017 vs $73.28 in Q4 2016
DESTINATION HEALTH INDICATORS
BY THE NUMBERS: PARTNER INVESTMENTSQUARTER 1 thru 3
FY 16/17 QUARTER 4
FY 16/17 YTD TOTAL
REVENUE $255,813 $215,134 $470,947
IN-KIND $295,147 $588,961 $884,108
CO-OP MARKETING
$805,780 $509,357 $1,315,137
FY 16/17 PRIVATE FUNDS: $2,670,192
INTERNATIONAL SALES & MARKETING
Brazil: • Trend VHC co-op
• Segue Viagem Magazine – August
• Direct Consumer Campaign • Brazil –April 10 to September 25
Canada: • Itravel 2000
• September through October 2017
• Voyages Gendron (ongoing) • July 2017 – June 2018
INTERNATIONAL MARKETING PROGRAMS16 MARKETING EFFORTS LAUNCHED
Northern Europe:• Jan Doets America Tours, NL –September, D-rt Groep,
Netherlands - September
• Style in Travel -Jun to Sept, TUI Nederland, NL – August to November 2017
• UStravel, NL – September 2017 to August 2018,
• My Planet, Denmark – September to October 2017
• AOB Travel, Sweden – September to October 2017
UK
• Ocean Holidays , United Kingdom –September 2017
HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS• Direct Consumer Campaign in Latin America
• Brazil, Argentina, Chile and Mexico –April to September 2017
• The campaigns ran in partnership with Visit Florida and Brand USA
• Campaigns included OOH, Digital media, Activations, Television and an OTA as a call of action to obtain actual room night sales
• Social Media in Mexico and Brazil was very efficient
• Facebook performed the best in both social display and video
• Brazilian users made 5x more social media engagements than Mexican users
• In Mexico, the Novela television integration and the mall activation coupled with a change in OTA partner fueled room nights to yield 116% more that last year’s
• Argentina performed extremely well totaling 8,558 room nights almost on par with Brazil
• Mexico’s room nights • 2016 - 3,423 • 2017 - 9,159
• Brazil’s room nights • 2016 -8,255 • 2017 -9,639
• Argentina room nights• 8,558
• Chile room nights• 1,128
HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS
Total campaigns investment from EK
$ 410,000
Total in-kind from OTA’s Brand USA and Visit Florida $443,631
INTERNATIONAL AND DOMESTIC SALES ACTIVITIES
• Canada: • SKAL Golf Tournament, Toronto - August 15• Mariposa Dinner Cruise, Toronto - August 17
Sunwing/Sell Off Vacations, Toronto - August 10• UK:
• Travel2/Gold Medal Sponsorship, London – July 20• Virgin Atlantic 25th Anniversary Event – Dublin
September 7 – 10 • Asia:
• China Sales Mission, Shanghai, Beijing –August 3-10 • Active America China Receptive Edition, San Gabriel (CA)
– September 12-15
• National:• Texas Band Masters, San Antonio Texas, July 21-22• SYTA (Student Youth Travel Association),
Albuquerque - Aug 25-29• Delta Vacations University, Atlanta, September 16-18• Orlando City Soccer Sponsorships, Orlando –September
27 & 30
27 TRADE SHOWS / MISSIONS / FAMS• Brazil:
• Trend Operadora trainings , Rio de Janeiro – July 3 to 6
• Brand USA Seminar, Porto Alegre –July 27
• Nhoque da Fortuna event, Rio de Janeiro –July 28
• Azul Viagens Florida Road-Show , Belo Horizonte, Goiânia
• Salvador and Recife – August 14 to 17
• Flytour training session, São Paulo, Campiñas & Santos –September 4, 12 and 14
• Casa do Agente Workshop– São Paulo September 20
• Latam: • Travel Agent’s Day Celebration, Aguascalientes –July 8
• La Cita, St. Petersburg, FL - August 29 – 31
• Bedsonline Embajadores, Los Cabos - September 7 -10
• Dream Destination Webinars, Mexico - September 13 and 19
HIGHLIGHTED INTERNATIONAL AND DOMESTIC SALES
Yinglu Tian was hired on August 7, 2017
• Account Manager International Sales for a receptive tour operator, AmericanTours International
• In charge of business development in emerging markets such as Eastern Europe, Pacific Asia and Middle East
• Participated in different domestic and international trade shows, and familiarization trips
• Fluent in Mandarin Chinese • Graduated from Rosen College of Hospitality
Management at University of Central Florida Bachelor in Hospitality Management
MEETINGS & CONVENTIONS
YEAR-TO-DATE SUCCESS
July 1, 2016 – September 30, 2016 July 1, 2017 – September 30, 2017# All Leads Requested Rooms # All Leads Requested Rooms
296 212,961 361 309,026
Leads Booked Rooms Booked # Leads Booked Rooms Booked
83 38,457 121 73,853
Incentive Leads Booked July 1, 2016 – September 30, 2016 July 1, 2017 – September 30, 2017
IPTMIK Reunion Incentive IPTMIK Reunion Incentive
# Leads RoomsBooked
# Leads Rooms Booked
# Leads Rooms Booked
# Leads Rooms Booked
51 34,054 20 1,608 82 50,039 18 1,284
SALES ACTIVITY HIGHLIGHTSMasterMind Meeting Planning Training July 11-13 in Kissimmee, FL• 24 end-user meeting planners (majority medical related) from all over
US, Canada, and Saudi Arabia• Two-day education and networking at Florida Hospital Nicholson Center
and destination experiences with six partners• Planners received 15 CEU creditsConnect Marketplace August 21-23 in New Orleans, LA• 3,356 total attendees (1,500 planners)• 30 one-on-one appointments; Association market• 31 one-on-one appointments; Corporate market
ConferenceDirect CDX September 5-8 in Dallas, TX• 15 new ConferenceDirect Associates• Networking event with CD Associates and end-user clients
HelmsBriscoe Cares Classic September 17-20 in Geneva, WI• 100 top producing (book one million or more in business each year)
HelmsBriscoe Associates from throughout the country• Networking and relationship-building event
SALES ACTIVITY HIGHLIGHTSReunionsYour Military Reunion Connection July in Warwick, RI• 30 military reunion planners• 15 one-on-one appointments
4TH Annual Experience Kissimmee Family Reunion Workshop August in Kissimmee, FL• 32 pre-qualified reunion planners; 15 partners• Gospel Brunch at House of Blues Orlando &
Tradeshow
Washington Family Reunion September in Kissimmee, FL • Radisson Resort Orlando Celebration• 550+ people Total• Largest known reunion to date in Kissimmee!
MARKETING & BRAND STRATEGY
Mini-Campaign launched June 22 – July 4• Grant funds allocated to market events in:
• Kissimmee Lakefront Park• Celebration Town Center• St. Cloud Lakefront
• Promoted local activities and events as well as places to stay
• Bohemian Hotel Celebration• Omni Orlando Resort At Championsgate• Reunion Resort
• Target Markets• Osceola• Orange
4TH OF JULY CAMPAIGN
4TH OF JULY CAMPAIGNAll activations lead toExperienceKissimmee.com/Freedom• Digital:
• EK Website• Orlando Weekly• Orlando Sentinel• Pandora• StackAdapt Blog Syndication
• Social Paid Ads:• Facebook• Twitter• Instagram• Pinterest
• Print:• Osceola News Gazette
Despite a later start to paid media, total visitation increased 48.3%• Peaked on July 4
• Visitation dominated by new visitors• Organic Search saw highest share and greatest volume of return visitors• Pandora
• Impressions 154,511 • Clicks 170
• Orlando Sentinel • Impressions 138,973• Clicks 108
• Orlando Weekly• Impressions 270,410• Clicks 2,449
4TH OF JULY CAMPAIGN
DIGITAL MARKETING
Fully Launched on Sept. 6• Release Test Results
• A/B test between new and old site starting Aug. 8
• 25% increase in pageviews per session• 45% improvement in bounce rate
• Old Site• Content retained for archival purposes
until decommissioned on Sept. 30
NEW WEBSITE LAUNCH RESULTS
• Arrivals by Domestic Origin by Irma Period
• Pre: July 30-Sept. 6• During: Sept. 7-12• Post: Sept. 13-23
• Visitation Volume• Daily overnight arrival sample volumes
spiked during Irma• Pre: 273• During: 466• Post: 239
• Visitation Share• Clear shift in share to FL markets during
Irma
HURRICANE IRMA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pre During Post
OUS
FL
Source: Visitation by Market Cluster. (2017). Arrivalist.
• Kissimmee and Flights to Orlando• Search queries peaked around Hurricane
Maria’s landfall• Queries from Puerto Rico benchmarked
against (and outperformed) New York, a top domestic market
• Implications• Will queries result in actual travel?• Will travelers stay in paid lodging or with
family?
• Result• Unknown impact on TDT collections• May result in adjusting Net Conversion
model if no TDT impact
HURRICANE MARIA
0
20
40
60
80
100
120
Kissimmee (NY) Flights to Orlando (NY)
Kissimmee (PR) Flights to Orlando (PR)
Source: Google Trends. (2017, September). Google.
Consumer Website
Leading Indicator August September October TOTAL Q4 FY 15-16
ADARA Hotel Revenue
Same-month$24,590.00 $ - $20,299.00 $44,889.00 $101,228.00
DM Requests Two-month 931 591 1,031 2,553 2,646
2+ Page Views Same-month 61,944 43,236 64,282 169,462 234,917Website Sessions
One-month163,671 93,260 147,762 404,693 618,588
Email Opt-ins Two-month 399 402 681 1,482 1,279ADARA Hotel
SearchesOne-month
6,266 740 2,980 9,986 16,937
WEBSITE STATS
Notes:• ADARA tracking codes fired improperly during September and October, negatively affecting
reported metrics in those rows marked *• DM Requests and Email Opt-ins remained strong despite decreased paid media and organic
search visits
*
*
SOCIAL MEDIA
• With the goal of driving attendance to Kissimmee during the Fourth of July weekend, the social media team developed a social media campaign that included:
• How to Celebrate the 4th of July in Kissimmee blog post. This blog post was shared on our EK website and across our social channels
• An infographic shared on Pinterest. It highlighted an array of foods, drinks and activities to be enjoyed during the 4th of July weekend
• Animated graphic (GIF) that highlighted some of the icons unique to Kissimmee. This graphic was shared on FB, Twitter and Instagram
FOURTH OF JULY SOCIAL CAMPAIGN
• An InstaMeet is essentially a big photo walk, where participants share their photos in real time on Instagram using a shared hashtag
• More than 300 unique photo and video assets featuring the Town of Celebration and our local partners were created at #InstaMeetKissimmee
• The hashtag was used 296 times on Instagram. The presence of several professional photographers at the event led to some high-quality asset creation for our partners, as well as the increased mentions of them on social
• Some of the best were featured on Experience Kissimmee’s Instagram account
• Some photographers sent assets via email, or posted albums on Facebook Event wall, with permission to publish while crediting their Instagram accounts
EXPERIENCE KISSIMMEE FIRST INSTAMEET
• Following Hurricane Irma’s passage over Florida, news and rumors about travel in the state began to swirl around the online community and tourism profession. What’s open? Is their power? Is their flooding? Is it safe?
• We set out to create a mini social campaign to set the record straight, distinguish ourselves from some of the harder-hit areas, and show that Experience Kissimmee and our regional partners are as great as ever—open for business, and open for vacations!
• By leveraging photos taken after Hurricane Irma on social media, and teaming up with a local lifestyle influencer, we were able to showcase our destination as open for business, and as beautiful as ever.
WE’RE BACK IN BUSINESS SOCIAL CAMPAIGN
• ‘We’re Open for Vacations’ Blog Post• On September 21 we published a blog post
which included a CrowdRiff gallery of user-generated content all taken in and around Kissimmee after Hurricane Irma.
• We also gave everyone a status update, letting them know the area is ready for visitors, and that we look forward to seeing them in Kissimmee!
• It was our 3rd most popular social media landing page for the month of September, having 138 sessions from social media, and our message reaching 17,222 people on Facebook.
‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)
• Posts showing images taken in Celebration that very morning were shared on the popular #MondayMotivation hashtag on Facebook and Twitter
• Using Instagram Stories more snapshots from the area were shared, showing things were business as usual on this sunny Florida day
‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)
• Jeannette Kaplun, a popular social media lifestyle influencer from Miami, was contacted to do a tour of Kissimmee to highlight some of our partners and reinforce that the area is open for business as usual
‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)
‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)
‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)
SPORTS MARKETING &DEVELOPMENT
4TH QUARTER SPORTS
*Indicates a Projection
Kissimmee Sports Event Dates Facility Participants Spectators Total People
Room Nights
FIFPA World Cup 7/5-9, 2017 OHP 181 593 774 1,899
BigFoot Hoops Orlando Classic
7/12-16, 2017 OHP 1,690 1,451 3,141 2,011
*IMG Junior Golf 09/29-10/01,
2017Falcon's Fire 95 96 191 65
TOTAL - - 1,966 2,140 4,106 3,975
Totals for FY 16/17: 87,994 people / 63,149 room nights
4th Quarter Breakdown:
Total Events Serviced in FY 16/17: 316
4TH QUARTER SERVICES
Type of Event Serviced 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Sports 15 15 10 5
Meetings 8 47 79 68
Partner Events 2 1 4 1
International 4 5 8 2
Marketing & Communications 4 3 8 2
Other Special Events & Grants 16 3 4 2
TOTAL 49 74 113 80
DESTINATION & EVENT SERVICES
Osceola County Welcome Center & History Museum
Quarterly Visitors: 1,532Increased 28.5% from 1,291 in 2016
July 2017: 717 (July 2016: 583)
August 2017: 522 (August 2016: 406)
September 2017: 293 (September 2016: 302)
Budget: $270,000 annually
Quarterly Visitor Profile• 49.71% from Florida
• 20.48% from United States (Other than Florida)
• 17.03% international visitors
• 12.79% miscellaneous
Quarterly Cost per Acquisition: $44.06
AID TO PRIVATE ORGANIZATIONS
Osceola County Welcome Center & History Museum
Pioneer Village Visitors/Groups/Facilities/Rentals: 843 (up 8.77% from 2016)
Quarterly Highlight
• OCHS started construction on the 1800’s Replica General Store. The Structure is funded through a Department of State Cultural Facilities Grant for $80,000 totaling a $160,000 project. The General Store ribbon cutting will be held on November 11, 2017 at 10:30 AM during the 26th Annual Pioneer Day event
AID TO PRIVATE ORGANIZATIONS
Museum of Military History
Quarterly Visitors: 1,950July: 846 visitors
August: 699 visitors
September: 405 visitors
Budget: $150,000 annually
Quarterly Visitor Profile• 84% from US & Florida
• 16% international visitors, 109 from United Kingdom, 46 from South America, 17 from Germany and 10 from Canada
Quarterly Cost Per Acquisition: $19.23
AID TO PRIVATE ORGANIZATIONS
Museum of Military History29 Unique Events, Including:• 4th of July at the Kissimmee Lakefront where the museum’s mobile trailer was present and over 75
guests visited for information on the museum during the event
• The museum hosted a Purple Heart Day Ceremony to honor Purple Heart Recipients from all wars. 65 guests attended and Dana Gow, a past state Commander of the Florida Military was the guest speaker. Many recipients were present including one who came from out-of-state
• The Museum attended Lakeview Elementary’s meet and greet where they had an information table and were visited by many of the 500 guests attending this event
AID TO PRIVATE ORGANIZATIONS
AID TO PRIVATE ORGANIZATIONS
Quarterly Update:• Summer art camps and theatre shows closed in
early August
• Hurricane Irma forced the closing of the first show of the 2017-2018 season which is reflected in the lower numbers in September
• Momentum will be gained now going into a new season of theater, classes and youth theater programs
July: 14 Events; 1,812 attendees
August: 5 Events; 1,186 attendees
September: 7 Events; 1,245 attendees
Quarterly Total: 26 Events; 5,488 attendees
Quarterly Cost Per Acquisition: $17.08
Osceola ArtsBudget: $375,000 annually
Tourism Enhancement Grants Budget: $218,000; 23 Events4th Quarter; Funds Disbursed to 2 Events/$30,000
• Celebration Community Services/Hearts of Reality/$10,000
• Florida Cattlemen’s Association/Statewide Ranch Rodeo/$20,000
AID TO PRIVATE ORGANIZATIONS
COMMUNICATIONS
COMMUNICATIONS OVERVIEW
Total Mentions: 247
Sentiment: • 59% Positive
• 41% Neutral
• 0% Negative
Total Social Shares: 4,049
SEO Impact: Average
Mentions: • 78% United States
• 22% International
Street art, kayaks and a town called Celebration – the Florida you’ve probably never heard of• Outlet: Metro UK
• Readership: 11M
• Source: Media FAM
• Social Shares: 72
• Partners Mentioned: • Boggy Creek Airboat Rides• Columbia Restaurant• The Lakeside Bar + Grill at Bohemian
Hotel• The Paddling Center at Shingle Creek
TOP ARTICLES BY IMPACT
Most Epic Things to do in Kissimmee Florida • Outlet: Hippie in Heels
• Readership: 140K
• Source: Media Visit
• Social Shares: 110
• Partners Mentioned: • Bohemian Hotel Celebration
• Celebration Bike Rental
• Columbia Restaurant
• Holler & Dash
• Max Flight Helicopter Services
• Orlando Balloon Rides
• The Paddling Center at Shingle Creek
• Universal Orlando Resort
TOP ARTICLES BY IMPACT
The Other Side of Kissimmee • Outlet: Go Magazine (AAA North Carolina)
• Readership: 1.1M
• Source: Media Visit
• Partners Mentioned: • Boggy Creek Airboat Rides• Capone’s Dinner & Show• Celebration Bike Rental • Columbia Restaurant • Gatorland• Melia Orlando Suite Hotel at Celebration • Morimoto Asia• Nadia’s Café • Sweet Escape Bakery & Deli • The Paddling Center at Shingle Creek
TOP ARTICLES BY IMPACT
Orlando Tourist Attractions Declare They’re Back After Irma• Outlet: Orlando Sentinel & Sun Sentinel
• Readership: 2.2M
• Source: Media Relations
• Social Shares: 205
TOP ARTICLES BY IMPACT
Media Visits
• Vince Graff, Daily Mail UK
• Kristy Tolley, AAA Carolinas GO Magazine
• Gill Smith, Scottish Sun
• Janel Case, A Mom’s Take
• Gabrielle Russon, Orlando Sentinel
• Jeannette Kaplun, Hispana Global
Influencer Visits
• Mark Thomas – Duh Itz Mark
Press Release
• What’s New This Fall in Kissimmee
MEDIA & PUBLIC RELATIONS
THANK YOU