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Tourism Promotional Agreement Report July- September 2017 President & Ceo Report Destination Health Indicators

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Tourism Promotional Agreement Report July- September 2017 President & Ceo Report Destination Health Indicators TOURISM PROMOTIONAL AGREEMENT REPORT JULY- SEPTEMBER 2017 PRESIDENT & CEO REPORT DESTINATION HEALTH INDICATORS • 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 BY THE NUMBERS: PARTNER INVESTMENTS QUARTER 1 thru 3 QUARTER 4 YTD TOTAL FY 16/17 FY 16/17 REVENUE $255,813 $215,134 $470,947 IN-KIND $295,147 $588,961 $884,108 CO-OP $805,780 $509,357 $1,315,137 MARKETING FY 16/17 PRIVATE FUNDS: $2,670,192 INTERNATIONAL SALES & MARKETING INTERNATIONAL MARKETING PROGRAMS 16 MARKETING EFFORTS LAUNCHED Brazil: Northern Europe: • Trend VHC co-op • Jan Doets America Tours, NL –September, D-rt Groep, • Segue Viagem Magazine – August Netherlands - September • Direct Consumer Campaign • Style in Travel -Jun to Sept, TUI Nederland, NL – August • Brazil –April 10 to September 25 to November 2017 Canada: • UStravel, NL – September 2017 to August 2018, • Itravel 2000 • My Planet, Denmark – September to October 2017 • September through October 2017 • AOB Travel, Sweden – September to October 2017 • Voyages Gendron (ongoing) UK • July 2017 – June 2018 • 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 HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS • 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 Total campaigns Total in-kind from investment from EK OTA’s Brand USA and $ 410,000 Visit Florida $443,631 INTERNATIONAL AND DOMESTIC SALES ACTIVITIES 27 TRADE SHOWS / MISSIONS / FAMS • Brazil: • Canada: SKAL Golf Tournament, Toronto - August 15 • Trend Operadora trainings , Rio de Janeiro – July 3 to 6 • • Mariposa Dinner Cruise, Toronto - August 17 • Brand USA Seminar, Porto Alegre –July 27 Sunwing/Sell Off Vacations, Toronto - August 10 • Nhoque da Fortuna event, Rio de Janeiro –July 28 • UK: • Travel2/Gold Medal Sponsorship, London – July 20 • Azul Viagens Florida Road-Show , Belo Horizonte, Goiânia • Virgin Atlantic 25th Anniversary Event – Dublin • Salvador and Recife – August 14 to 17 September 7 – 10 • Flytour training session, São Paulo, Campiñas & Santos – • Asia: September 4, 12 and 14 • China Sales Mission, Shanghai, Beijing –August 3-10 • Active America China Receptive Edition, San Gabriel (CA) • Casa do Agente Workshop– São Paulo September 20 – September 12-15 • National: • Latam: • Texas Band Masters, San Antonio Texas, July 21-22 • SYTA (Student Youth Travel Association), • Travel Agent’s Day Celebration, Aguascalientes –July 8 Albuquerque - Aug 25-29 • La Cita, St. Petersburg, FL - August 29 – 31 • Delta Vacations University, Atlanta, September 16-18 • Orlando City Soccer Sponsorships, Orlando –September • Bedsonline Embajadores, Los Cabos - September 7 -10 27 & 30 • 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 Rooms # Leads Rooms # Leads Rooms # Leads Rooms Booked Booked Booked Booked 51 34,054 20 1,608 82 50,039 18 1,284 SALES ACTIVITY HIGHLIGHTS MasterMind 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 credits Connect 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 HIGHLIGHTS Reunions Your 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 4TH OF JULY CAMPAIGN 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 All activations lead to ExperienceKissimmee.com/Freedom • Digital: • EK Website • Orlando Weekly • Orlando Sentinel • Pandora • StackAdapt Blog Syndication • Social Paid Ads: • Facebook • Twitter • Instagram • Pinterest • Print: • Osceola News Gazette 4TH OF JULY CAMPAIGN 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 DIGITAL MARKETING NEW WEBSITE LAUNCH RESULTS 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 HURRICANE IRMA • Arrivals by Domestic Origin by Irma 100% Period 90% • Pre: July 30-Sept. 6 80% • During: Sept. 7-12 Post: Sept. 13-23 70% • 60% • Visitation Volume • Daily overnight arrival sample volumes 50% OUS spiked during Irma FL 40% • Pre: 273 • During: 466 30% • Post: 239 20% • Visitation Share 10% • Clear shift in share to FL markets during 0% Irma Pre During Post Source: Visitation by Market Cluster. (2017). Arrivalist. HURRICANE MARIA 120 • Kissimmee and Flights to Orlando • Search queries peaked around Hurricane 100 Maria’s landfall • Queries from Puerto Rico benchmarked 80 against (and outperformed) New York, a top domestic market 60 • Implications • Will queries result in actual travel? 40 • Will travelers stay in paid lodging or with 20 family? • Result 0 • Unknown impact on TDT collections • May result in adjusting Net Conversion Kissimmee (NY) Flights to Orlando (NY) model if no TDT impact Kissimmee (PR) Flights to Orlando (PR) Source: Google Trends. (2017, September). Google. WEBSITE STATS Consumer Leading August September October TOTAL Q4 FY 15-16 Website Indicator ADARA Hotel * Same-month Revenue $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 64,282 169,462 234,917 Website One-month Sessions 163,671 93,260 147,762 404,693 618,588 Email Opt-ins Two-month 399 402 681 1,482 1,279 ADARA Hotel * One-month Searches 6,266 740 2,980 9,986 16,937 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 FOURTH OF JULY SOCIAL CAMPAIGN • With the goal of driving attendance to Kissimmee
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