February 27, 2012 Tourism Staff Reports 10 a-g 1 of 28
DIRECTOR’S REPORT
Recent Activity- January- February 2012
Meeting with Marco Island Chamber President and Executive Director on future joint marketing
Meeting with Michael Lepp on new Water Ski organization and venue
Site Visit with UK Airline on future service from London
Interview with WINK TV
Florida Airports Council Host Committee meeting with Naples Airport
Naples Chamber Rollout of Economic Development Partnership
VISIT FLORIDA focus group on new marketing efforts
Stars of the Arts Awards Luncheon
International Golf Tour Operator Association meeting on 2012 Annual Conference in Naples
Routes Americas Conference in Nassau – 18 meetings with airlines and RSW airport staff
West Jet Airlines- Direct service from Toronto to RSW- current flight schedule will continue. Added fourth flight this winter.
JetBlue- adding LaGuardia direct flight to RSW. RSW – San Juan is a real possibility
United- adding new Chicago flight to RSW. Discussed need for Dulles direct flight
Sky Bahamas- currently flying from Ft. Lauderdale to Nassau. Many Bahamians come to SW Florida for technical training. RSW has documented the tremendous “leakage” of passengers from SW Florida to Ft. Lauderdale to catch these flights.
Destination Airlink Bahamas- Service from Nassau and Freeport using MD 80 aircraft.
TAM Airways- Brazil- No service expansion at this time; Miami is all they have February 27, 2012 Tourism Staff Reports 10 a-g 2 of 28
Alaska Airlines- Interested in expanding service from Los Angeles to east coast destinations. They will consider Ft. Myers due to the code share arrangement with Delta.
GOL- Brazilian Airlines- Only service is into Miami and they have no expansion plans
Fly Caribbean Airlines- Start up operation with inter island slights. No Florida service interest at this time.
Southwest Airlines- Very pleased with recent Hartford & Portsmouth flights. They will look more closely at RSW- Puerto Rico Flights.
Friends of Delnor Wiggins State Park meeting presentation
Immokalee CRA meeting with Penny Phillipi on future marketing efforts
Marriott Marco Island opening of new Pool Deck
February 27, 2012 Tourism Staff Reports 10 a-g 3 of 28
SALES DEPARTMENT - Debi DeBenedetto and Jennifer Leslie
Industry Relations – Sales
Sales Missions to Dallas and DC set for Feb. 21, 22, & 29
MPI Dallas Showcase attendance Feb. 22
Several sites organized and hosted
HelmsBriscoe Annual meeting Reno attended 124-1/27 follow up and partner communication complete
Attended Florida Huddle Feb. 2-4 follow up and partner communication complete – 9 local hotels joined CVB and one attraction
Entertained Client Monarch air/Cosmos for future flight to RSW
New Product Development
Photo Magic new promotional item Training Excel in progress Spanish language training in process – ongoing Booking plans for future shows
RFP’s and Booked Business
Several attraction bookings from CVB leads – Naples Princess, cruise Naples, Ntt&ep, American Airboat tours, Botanical Gardens Unreported estimated economic impact Jan. 12, 2012 – $1,529,250. Rfp’s sent since last report 17
Rfp’s booked since last report 3 with 272 room nights and $96,170 estimated sales with $219,342 estimated impact
YTD estimated economic impact $1,748,592.00
This figure includes Rfp leads and sites and Rfp enhancements booked for future dates up to 2014
February 27, 2012 Tourism Staff Reports 10 a-g 4 of 28
ECONOMIC IMPACT OF SALES THIS MONTH
Event EVENT FACTORS Quantity Multiplier days Total $ - $ $ Room nights booked 273 165.00 1 45,045.00 Meeting Room Revenue based on $1000 per room @ 2 $ room 1,000.00 3 $ - F&B spending based on 1.5 persons in $ $ room 409 125.00 1 51,125.00 0 $ - $ - 0 0 $ - offsite expeditures What other expenditures, if any, are anticipated? $ - $ Total direct impact = 96,170.00
Output Total $ multiplier 1.73 mpact 166,374.10
Employment impact 3.36595 Total earnings impact 51931.8 $ Transient lodging tax 769.36 $ Local option gasoline tax 263.56 Occupational license tax rev. Payment for use of public facility $ -
February 27, 2012 Tourism Staff Reports 10 a-g 5 of 28
PUBLIC RELATIONS & COMMUNICATIONS - JoNell Modys & Angela Aline
PR & Communications Report- January-February
Top Publicity Placements
National: Excellent top tier feature and news placements along with two top placements as a result of LHA’s initial media relations efforts
December 2011/January 2012 – Men’s Journal The Perfect Year (January through June) – See attached PDF Everglades City included as a stop on the perfect year. Results of a desk side meeting by CVB (JoNell Modys & BCF) with a Men’s Journal staffer April 2011 and fact checking in the fall.
2/1/12 – Conde Nast Traveler Six Perfect Weekends in Florida (The Everglades) by Eimear Lynch This article features six perfect weekend experiences in Florida and one is the Everglades, with all the content about the Everglades City/western Everglades area. CVB (JoNell Modys) met with Conde Nast editorial staff contacts twice last year and provide destination information that contributed to this feature.
2/6/12 – Boston Herald The Everglades, up close and personal, by Steve Jermanok Estimated ad value: $68,522 CVB (JoNell Modys) met with Jermonak in Boston last fall during VF media mission to pitch stories, and he soon thereafter got an assignment from the Boston Globe for this feature. FAM in December.
Local Tourism News Excellent results of local effort to tell positive tourism industry stories with top highlights the winter marketing/annual visitation news release and the Lorenzo the Cat photo shoot and gallery show.
Winter Marketing Campaign/Annual Visitation News Release Eight news placements highlighting marketing efforts and annual visitation results
1/25 & 1/26/12 – WINK-TV - :30-second anchor read stories on evening 6 & 11 pm news and 5:20 and 6:20 am news on CVB winter marketing campaign highlighting the use of the real-time temperature read-out digital boards in Chicago. (Very positive anchor banter after stories). February 27, 2012 Tourism Staff Reports 10 a-g 6 of 28
February – Tourism Marketing Today – Paradise Coast targets NYC, Chicago Brief article based on the release on 2012 winter campaign in monthly newsletter from Florida Association of Destination Marketing Organizations (FADMO). PDF of article attached.
Lorenzo the Cat Photo Shoot & Art Gallery Show: Six news placements along with significant social media chatter. 2/2/12 – Naples Florida Weekly – The Cat’s Pajamas (and his jackets, too) Bylined article by JoNell Modys granted Front Page/Arts & Entertainment placement in the February 2-8 issue. Explains the rationale of working with hot social media accounts and promos art gallery event.
2/2/12 – Marco Island Sun Times – Lorenzo the cat photographer kicks off photo show Friday Explains how show came about with ideas and introductions from the CVB between Joann Biondi and Marco Island artists.
Media Missions Two out-of-market media missions by CVB staff.
JoNell Modys: Attend HSMAI Adrian Awards banquet in New York. Meet desk-side with a variety of NYC- based national travel media. Angela Aline: Participate in VISIT FLORIDA Media Mission to Birmingham, AL and Atlanta, GA - February 19-23, 2012. Meet with top magazine, newspaper and freelance editors and writers.
Staff Media Outreach – National/International Ongoing efforts to assist national and international media with information, photography requests and upcoming FAM visits.
Cesar Barroso - Viaje Mais (Brazil travel magazine) Followed up on his query to Naples Chamber about a hosted visit for a possible travel feature on Naples, requesting letter of assignment and details on the publication.
Susan Spano – Smithsonian magazine Provided lots of information on arts and culture in Naples. She visited with no advance notice to research a story about Naples as part of a round up article on small cities with big arts and culture scenes.
February 27, 2012 Tourism Staff Reports 10 a-g 7 of 28
Chris DeMaio – The Golf Channel Provided b-roll footage of the area for use during the ACE Group Classic Golf Channel broadcasts.
Social Media Initiated new integrated social media effort between staff, LHA and Paradise Adv. Ongoing staff work on Facebook and @ParadiseCoast Twitter account. Facebook: Daily new likes up 400%; new fans up 72%. (See attached Facebook Insights report).
Medical Tourism Ongoing work to develop CVB’s medical tourism approach, collect data on providers, work with area leaders and develop our local story.
February 27, 2012 Tourism Staff Reports 10 a-g 8 of 28
FILM OFFICE – Maggie McCarty
PRODUCTION NOTES . VH1/DiGa – tv series . Ford Motor Co. – print commercial . Channel4/Freeform UK – tv series . Big Circle – print . Cosmopolitan(France) - print WORKING LEADS . Beachfront films- feature . Off the Fence Prods. – tv series . Serenity Prods. – tv commercial . Phoenix Fire Films – feature . Vivid Films - feature . Camp David Films - feature . ALL CURRENT PRODUCTION OPERATIONS . Issued film permits . Location library upload . Lead/inquiry response . Monthly Revenue Tracking Followed-up with activity worksheets to clients Recorded data . Client Management . SXSW (conference/tradeshow), AFCI Locations* (conference/tradeshow) planning & organization . -Opened a production file for each inquiry . Update social media content (Twitter, FaceBook) . RFP for data management . Film FL Legislative agenda
February 27, 2012 Tourism Staff Reports 10 a-g 9 of 28
TRADESHOW/CONFERENCE
. NATPE (National Association of Television Program Executives)* MEDIA*
International Film Commissioners Hold Locations Show at LA Film Fest
By Joshua L. Weinstein at TheWrap LA Times
Tue Feb 14, 2012 8:37pm EST
This year's Association of Film Commissioners International Locations Show will coincide with the opening weekend of the Los Angeles Film Festival, the association said Tuesday.
The show will be held at the Los Angeles Convention Center -- within walking distance of the film festival. It is scheduled for June 15 and 16.
Last year's show coincided with the Produced By conference on the Disney lot. Other past shows have been in Santa Monica and other Los Angeles County locations.
This year's will feature conferences, panel discussions, networking opportunities and workshops.
"Film Commissions are not just about locations," AFCI's executive director, Martin Cuff, said in a statement. "Today, they are the point of contact for information on the kinds of free support and financial incentives that can help move projects into production as well as provide information on films festivals, distribution opportunities and film tourism."
He said the move to downtown Los Angeles will create "a true international village at the Los Angeles Film Festival."
Numbers Up For NATPE
Org says year-to-year comparisons were up in several categories By Stuart Levine Variety
NATPE has tallied up the numbers from its recent Miami confab and the results are promising.
The National Assn. of Television Program Executives org said year-to-year comparisons were up in several categories, including total attendees. Last year 4,502 attended and this time 5,122 ventured to South Florida for the January three-day conference.
February 27, 2012 Tourism Staff Reports 10 a-g 10 of 28
There was also a slight jump in buyers -- 823 up from 702 -- and a marginal increase in companies attending.
"These figures confirm NATPE's expanding reach and significance, and the strength of the global content marketplace overall," said NATPE CEO-president Rick Feldman. "We are gratified to see this terrific response from the content community, and proud to create an environment that both serves and drives this business."
Last week Feldman announced he was stepping down from his position after nine years leading the NATPE charge. He will transition to a consultancy position with the org when his contract expires at the end of April.
After being in Las Vegas for many years, NATPE has made Miami its recent home and will return there in 2013.
Contact Stuart Levine at [email protected]
February 27, 2012 Tourism Staff Reports 10 a-g 11 of 28
SPORTS COUNCIL – Ralph Pryor & Nicole Curran
SWFL/USSSA Halloween Baseball Bash
50 room nights total DEI - $140,467.00 Corrigan Sports’ Boys Paradise Shootout - Lacrosse
600 room nights total DEI - $432,915.00 Senior Softball USA Winter Nationals
200 room nights DEI – $755,612.00 Corrigan Sports’ IWLCA/deBeer Girls President’s Cup Lacrosse
2,400 room nights DEI - $1,039,245.00
SWFL/USSSA Youth Baseball Christmas Bash
35 room nights DEI -$ $79,050.00
Kelme Florida Cup Boys Soccer Tournament (as of 1/15 12)
2,250 room nights DEI - $579,570.00
Kelme Florida Cup Girls Soccer Tournament (as of 1/15/12)
1,175 room nights DEI - $299,858.00
HITS Triathlon Series
270 room nights DEI - $217,650
Total Direct Economic Impact (DEI) 10/22/11 – 1/15/2012 = $3,544,367.00 February 27, 2012 Tourism Staff Reports 10 a-g 12 of 28
Total Direct Economic Impact – Calendar Years 2008-2011
February 27, 2012 Tourism Staff Reports 10 a-g 13 of 28
OMMAC- UK REPRESENTATIVES
HIGHLIGHT OF THE MONTH:
Visit USA Meet the Media, 23 January 2012, The Groucho Club, London
OMMAC attended this very successful event that was held in one of London’s most exclusive private members club. OMMAC met with the majority of the 65 media that attended the event to discuss the destination. Many journalists showed interest in covering the destination and several are keen to take a trip. Aspects of The Paradise Coast that created most interest were, The Everglades and activities, What’s’ New, events and festivals.
MARKET ACTIVITIES: Market Update
TUI Travel plc unveiled its annual report recently, headed „We‟re on a journey. To an online driven future‟. The report for 2011 said the parent of Thomson and First Choice had record underlying operating profits of £471m, up 18% ‘despite the challenging geopolitical and economic environment’.
It saw record profits delivered by the UK as a result of increased sales of differentiated and exclusive products, with online being the biggest channel. Record profits were also delivered by the Nordic region, Belgium, the Netherlands, Canada and Austria. There was record cash flow generation, with free cash flow before dividends and acquisitions of £451m and a £4m net cash position, providing ‘balance sheet strength’.
Kuoni’s 2012 Top 10 Destinations Wishlist
The top operator’s annual poll of its top 10 selling destinations for 2012 confirmed that the Maldives remains the most sought after holiday spot, having held the top position for the past seven years. The Maldives is followed by Thailand, Sri Lanka, the UAE and the USA. Kuoni is forecasting that South Africa will also see strong growth over the next year, on the back of exposure from the 2010 World Cup and the weakening of the rand against sterling. Kuoni‟s top 10 destinations for 2012:
February 27, 2012 Tourism Staff Reports 10 a-g 14 of 28
1. Maldives 2. Thailand 3. Sri Lanka 4. UAE 5. USA 6. Mauritius 7. Barbados 8. Malaysia 9. Kenya 10. Singapore
Luxury market continues to expand – which is very good news for Paradise Coast
Despite the worldwide recession, there is one area of the tourism market that is rapidly expanding, that is the upscale or luxury market. Asian airlines, for example, have not only increased their first class capacity, but continue to offer a wide variety of new luxury travel products.
In fact, the luxury travel market is the fastest-growing segment of the travel industry worldwide. For example, in North America luxury travel produces almost a trillion dollars in annual sales.
Business travellers have fuelled much of the new luxury travel market. These travellers have discovered that the cost of arriving tired at a destination outpaces the cost of the first class ticket.
Luxury travel and tourism however is not restricted merely to the travel component of the tourism industry. New opportunities abound throughout this portion of the industry. Many hotels have now opened a "hotel within their hotel". These are special areas that afford extra comfort and service to hotel guests.
In order to take advantage of some of this growing trend in tourism consider some of the following:
There is no one definition of upscale travel. Upscale or luxury travel is determined by a range of products, from offering the unusual in the way of scenery and cuisines to breathing taking decors, to an integrated travel experience that combines everything from gourmet foods to spa experiences. While there is no one common definition for luxury travel there are a few basic traits that are common to those seeking luxury travel among these are:
-They often seek a full range of travel experiences from the active to the passive -Luxury travellers are often health conscious travelers -Luxury travellers understand that time is money and are willing to pay extra in order to save time -Luxury travellers seek to guard their privacy -Luxury travellers often seek unique educational experiences or experiences that enrich them February 27, 2012 Tourism Staff Reports 10 a-g 15 of 28
both spiritually and psychologically -Luxury travel is now often multi-generational, with clients seeking both personal and family experiences on the same trip
PROJECTS/MARKETING ACTIVITIES
UK Marketing Campaign & Advertising / Consumer Promotions / General Marketing Ongoing Activity – all co-op with tour operator partners:
PARTNER/PROJECT ACTIVITY RESULT
Virgin Holidays co-op OMMAC has confirmed participation OMMAC sending images, logo with V Fl in the Visit Florida co-op marketing and information on the campaign. destination. As part of UK marketing campaign
Bon Voyage OMMAC currently discussing activity OMMAC to confirm activity. for 2012. Bon Voyage
North America Travel Following up on Consumer & Trade OMMAC to confirm activity. Services activity
As part of the UK Marketing Campaign
Travel Mole Planning the final event – working Possible to run winners of with the host hotel to confirm both 2011 & 2012 events in The “Race to dates. Nov 2012 as this is a more Paradise Coast” suitable time frame for host
As part of the UK properties. OMMAC to confirm Marketing Campaign dates.
BA & BA Holidays OMMAC currently discussing activity OMMAC to maintain contact. co-op with V Fl for 2012 & possible trainings As part of UK marketing planned for April campaign
Thomas Cook - Consumer Promotion with OMMAC provided tour February 27, 2012 Tourism Staff Reports 10 a-g 16 of 28
Netflights.com Waitrose Supermarket - Marco operator with opt-in data. Island Marriot – hotel partner – OMMAC awaiting suggested came to a close on 6 November dates for follow up from tour 2011. Total entries for the operator. competition are 15,380. Full report being prepared & will be forwarded to Paradise Coast & partners
Destination Golf OMMAC – following up on consumer e-mail brochure distributed to & PGA golf pro’s promotion possible 114,000 consumers – Paradise As part of UK marketing with Race to Paradise Coast Coast featured as lead campaign segment - TBC. destination in Florida e- brochure.
General On-going - reviewing & updating data base
Out-of-Office Sales Calls/Contacts:
1 05 - 20/01 Liaising with Travel4Sports regarding golfing charity event. Followed up directly with hotel partners that responded to the lead, Ritz Carlton, Waldorf Astoria, Marco Marriott, Naples Beach Hotel, Go platinum transportation, Naples Transportation
2 09 – 31/01 Liaising with Touchdown to secure two big hit brand promotions for 2012.
3 17 – 30/01 Discussing Waitrose follow up offer and prize winner with Netflights.com.
4 23 – 27/01 In discussion with VUSA regarding the new VUSA website.
5 5-31/01 – Discussing with V USA France re participation – confirmed by JW we will join to assist with further promotion in France for this year.
6 15-31/01 Discussing with Selling Long Haul re fam coverage & exposure
7 10-27/01 Collating information, videos, brochures and images for the new VUSA website.
8 27 – 31/01 Researching opportunity for travel agent training with Travel Uni & Selling Long Haul February 27, 2012 Tourism Staff Reports 10 a-g 17 of 28
9 10-30/01 Discussing co-op marketing campaign with Travelbag.
10 4-31/01 Working with CVB & partners regarding Cosmos/Monarch visit post Huddle. Completed full itinerary & liaised with Neil Garner in detail
11 5-31/ 01 working on securing partnership & host for the Race to Paradise Coast Promotion winning event in Florida. As this first quarter is very busy within the destination – it is being considered to join the winners of the 2011 & 2012 events at a final fam event in November 2012. Allowing additional time for planning & maximum exposure.
12 12-31/01 Following up on current literature stock with UK mailing house
13 13/01 Assisted travel counselors agent with upcoming visit to Naples – coordinated with hotel she requested & for tour, LaPlaya, Ritz Carlton Cruise Naples Florida, Naples Princess Cruise & Inn on Fifth
14 21-31/01 Following up with Destination Golf re promotion with PGA golfers & club members
15 25/01 Liaising with Visit Florida regarding potential Scandinavian Sales Mission
16 25 – 31/01 Liaising with Visit Florida regarding Visit USA Ball.
17 18-31/01 Secured IAGTO membership renewal
Public Relations & Media Correspondence
Follow up, Nada Farhoud, The People, 31 October 2011 Follow up, Marko Wramen, Expressen, 10 – 12 January 2012 Philippe Duigou, Pleine Vie, 16 – 18 February 2012 Attending VUSA Meet The Media event Preparation for Visit Florida Media Mission Paris & London General media liaison to promote Paradise Coast CONTACT ACTIVITY RESULT
Nada Farhoud, The OMMAC contacted journalist to OMMAC received positive People receive feedback on her trip. feedback from journalist. She is still awaiting confirmation of the publication dates, however she is keen to write a separate article on Captain Steve and the Swamp Buggy tour. OMMAC to receive confirmation of dates. February 27, 2012 Tourism Staff Reports 10 a-g 18 of 28
SWEDEN - Marko OMMAC followed up with OMMAC received great Wramen, Expressen journalist following his trip to the feedback. Please see below for destination. links to the journalist’s blog about his stay. OMMAC awaiting confirmation of publication date.
Simon Verness, The OMMAC provided information on OMMAC to monitor coverage Independent the destination for an upcoming for use. feature on the Gulf Coast.
FRANCE - Philppe Journalist is travelling to the OMMAC is processing activity Duigou, Vie Pleine destination on 16 to 18 February requests & accommodation is 2012. OMMAC has requested confirmed at The Lemon Tree accommodation and activities for the journalist.
Jane Anderson, OMMAC provided information on OMMAC to monitor coverage Freelance, contributes the destination for an upcoming for use. to TTG Luxury luxury feature.
Katherine Lawrey, OMMAC provided journalist with Feature is due out on 9 Supplements Report, information on what’s new in the February 2012. OMMAC to Travel Trade Gazette destination for a Florida Special. monitor coverage for use.
VUSA Meet The Media OMMAC attended this event and Please see attached for full list Event discussed the destination with the of attending media. journalists in attendance.
Visit Florida Media OMMAC has been liaising with OMMAC has sent through all Mission Visit Florida to organize the Paris relevant information, including and London Media Mission. information for the press packs.
February 27, 2012 Tourism Staff Reports 10 a-g 19 of 28
Estimated Value Summary of Leads/ Activity
Lead / Activity Value $ Potential Economic Room Nights Impact $
1 Visit USA Meet The Media 2,000 225,000 Attendees (low estimated 250pax)
2 Destination Golf E- Brochure ( $4,000 912 109,440 114,000 consumers)
3 Marko Wramen’s Blog TBC
February 27, 2012 Tourism Staff Reports 10 a-g 20 of 28
DIAMONDE- EUROPEAN REPRESENTATIVES
TOUR OPERATOR ACTIVITIES o Explorer Fernreisen: Finalization of the flyer for the consumer shows in order to push the new Fly & Drive for South Florida (including NAP, Florida Keys and Miami) that Explorer Reisen set up for this promotion. Explorer Reisen handled the design of the flyer in accordance to our input. After our proof read and approval we handled the print of 2,500 copies. Explorer Reisen will also distribute this flyer on the consumer shows in which we do not participate. (Please find attached a copy of the flyer). On top of this we negotiated a FOC inclusion (regular price is 500 Euro) of this new Fly & Drive in the Explorer Fernreisen monthly newsletter which was sent to 35,000 consumers on January 26, 2012. (Please find a copy attached.) Additionally, Explorer Fernreisen used our Hammock picture for their trade show brochure with a print run of 20,000 copies. The brochure is distributed at 8 different consumer shows and was sent to 10,000 direct clients. Furthermore they used the hammock image for an ad they placed in the new German Visit Florida Travel Guide 2012/13.
o Canusa: Provided input for the online based marketing activity “Insider Community” including text input as well as the German destination video and assistance with image request. Also Cathy Christopher from the Inn on Fifth agreed to sponsor a 2-nights-stay for 2 persons for the raffle that will take place once the community is online. o Faszination Fernweh: Secured production of a Naples dedicated flyer, focusing on golfing in Naples and Marco Island for distribution during the consumer show Reisen Hamburg in February. The flyer will be produced at no additional costs for NAP. Followed up on plans for a site inspection in February (as discussed at Pow Wow last year); unfortunately work load does not allow this trip at the moment, but Michaela Dübler (Owner) will visit the area in November and will contact us in case of any needs.
Faszination Fernweh will not attend ITB due to lack of time, but we will meet at Pow Wow in L.A.
February 27, 2012 Tourism Staff Reports 10 a-g 21 of 28
o Meiers Weltreisen: Discussed room night numbers with Heike Pleuter; unfortunately they are not satisfying at all this year: -27%. Summer 2011 was generally no good season for the tour operator; they had slower requests and the Dollar exchange rate was another obstructing fact. We will discuss deeper during ITB meeting. o TUI: Requested and discussed room night numbers. Summer 2011 numbers are up by 11%; April to June have been much slower, but July to October extremely good. So far winter bookings are generally slow with -13% compared to the same time in 2010/11. o Neckermann and Thomas Cook: Discussed room night numbers with Yvonne Schmidt for both brands. In general Florida had a positive development in 2011 after a bad year in 2010. Especially PAX numbers are up (8% for TOC, 12% for Neckermann). For Neckermann also room nights are a up by even 25%, but for the TOC product roomnights are equal to 2010 because the average stay dropped a bit (currently 3.4 days). We will discuss possibilities to keep the clients longer in our area during our ITB meeting which we scheduled already. o FTI: Discussed room night numbers for summer 2011. They are up by 9% which is a general Florida trend for 2011 but also the outcome of our ongoing marketing efforts with them. The current Florida online education will additionally push our product with their travel agents. Unfortunately we will not have the opportunity to meet with Bettina Stelzenmueller personally, as she will not attend ITB this year; but she is at the Florida Huddle next month. Also we learned that Johannes Reinders is no longer with the Florida team; so far there is no replacement; Heike Pabst is again senior PM for this product. o JT Travel: Followed up on first contact; compared to August 2011 they extended their online product. They now also feature Florida‟s West Coast but unfortunately not Naples so far. But Mrs. Balzer is very interested to learn more about our region so we set an appointment for ITB in March. o Kuoni Switzerland: Requested 2011 booking numbers. To date Kuoni reports a total number of 825 room nights for the period Apr 1, 2011 until March 31, 2012.
February 27, 2012 Tourism Staff Reports 10 a-g 22 of 28
o TUI Netherlands: Requested booking numbers for 2011. For summer 2011 (April 1 – Oct 31) they report a total of 300 roomnights while the best selling hotels were Bellasera and Trianon Old Naples. The bookings for winter 2011/12 (Nov 1 – March 31) started pretty well. As of December 2011 the number of room nights is 86 compared to 44 roomnights for the entire winter 2010/11 season: That means the number of roomnights already doubled while there are still 3 months to go to complete the winter 2011/12 season. In the current winter season the best selling hotels are currently Bellasera and Lemon Tree Inn. In the winter 2010/11 season it was Naples Beach Hotel & Golf Club and Lemon Tree Inn. The numbers include FIT bookings only. o Knecht Reisen: Requested 2011 booking numbers. From Jan 1 until Dec 31, 2011, Knecht Reisen reports a total number of 251 room nights compared to a total number of room nights of 193 in 2010. Furthermore followed up on our joint Online Promotion and newsletter inclusion: We will start with this in February 2012.
TRAVEL AGENTS Activities
o Total number of sales calls: 21 travel agencies in Germany.
EVENTS o Exhibitions . TravelExpo: Participated with brochure distribution at the consumer show taking place in Lucerne, Switzerland, from January 6-8, 2012. In total the show counted 26,340 visitors which means an increase in visitors of 6% compared to 201. The brochure distribution was at no additional costs for NAP. . Vakantiebeurs: Attended the trade show in Utrecht on the trade day on January 10th 2012. Attended the Visit Florida luncheon and held personal meetings with four of our top TO accounts in the Netherlands. Please see details in the Vakantiebeurs trip report attached. This year the trade show reported a total of 126,551 visitors compared to 122,100 in 2011. . Ferienmesse Wien: Participated in the consumer show taking place in Vienna on January 12-15, 2012 with brochure distribution through Visit USA Austria. The fair reported more than 150,000 visitors this year. February 27, 2012 Tourism Staff Reports 10 a-g 23 of 28
. CMT Stuttgart: Attendance at the consumer show from January 14 -22, 2012. The show counted a total of 225,000 visitors this year which even means an increase in visitors compared to the previous year which already was a successful one. . Ferienmesse Graz: Participated in the consumer show taking place in Graz (South Austria) on January 21-22, 2012 with brochure distribution through Visit USA Austria. The exhibition reported a total of more than 14,000 visitors this year.
MARKETING o German Website: . Assistance with input and suggestions for the move of the German Website into the design of the new English Website. . Assisted with suggestions on implementation of links to online travel agencies and travel research platforms. . Assistance with translation for the addition of “nightlife listings” to the German Website. o Facebook: . Second run of facebook advertising. To date the German facebook page counts 1,913 “likers”. . Facebook raffle: Conducted the second facebook raffle along with the facebook advertising. Facebook users had to bring up ideas what they would bring for a survival trip through the Everglades. A total of 173 users participated and posted their suggestions on the NAP facebook wall. Out of all posts we chose a winner who will receive an ipad. ADMINISTRATIVE/OTHER o Brochure fulfillment: a) Inquiries generated through website: 13 b) Direct inquiries: 10 o Contact to Naples partners . Requested a 2 night stay through the CVB for price drawing with “Canusa Insider Community” which was fulfilled by Cathy Christopher from the Inn on Fifth. . Requested music from the CVB that may be used for the “Canusa Insider Community” . Requested price overview for different tours in NAP from a selection of partners in order to be prepared for questions during the consumer shows. . February 27, 2012 Tourism Staff Reports 10 a-g 24 of 28
o Neukauf Reisen Bad Dürrheim: Assistance with their request for vacation homes and villas. o BONK-Reisen GmbH, Mrs Kroess: Assistance with request for personal stay at the Paradise Coast. o Explorer Fernreisen: Sent 10 Visitor Maps to their sales office in Cologne, according to their request. o Follow up of Vakantiebeurs meetings. o Preparation for ITB. o Preparation for consumer show Reisen Hamburg. o Requested pdf pages of TO summer 2012 brochures. MARKET NEWS
German market trends (Source: fvw, January 13, 2012)
Good outlook after better December sales
The German tourism market is heading for another strong year in 2012 after better holiday sales in December, according to several surveys.
“We are again poised for another very good travel year,” market researcher Martin Lohmann said at the CMT travel fair in Stuttgart. Presenting the results of the annual FUR travel trends survey, he said that 55% of Germans again wanted to go on holiday this year, a stable figure compared to last year, and relatively few consumers saw financial or time barriers that would prevent them going away.
According to the FUR survey, which was conducted last November, the number of Germans expecting the economy to worsen has nearly doubled from 28% to 53% but 51% said their personal situation was unchanged, and only 26% expected it to worsen this year.
Positively for the tourism sector, 24% plan to travel more this year and 29% plan to spend more while only 16% will travel less and 18% intend to spend less. These indicators have generally been balanced between “more” and “less” in recent years. In terms of destinations, Germany will remain number one with 30% of Germans taking holidays within their own country. The other top destinations are likely to be Spain, Italy, Turkey and Austria. “We expect a slightly higher demand volume with more trips and higher spending,” Lohmann concluded.
The sunny outlook reinforced the good figures for travel agency sales in December. According to the latest monthly survey by researchers GfK, holiday bookings picked up strongly last month after a downturn in November. Travel agency sales holidays soared by 30% compared to December 2010, it found. Summer holidays were in strong demand and are now 15% higher on a cumulative basis. Winter holiday bookings increased by 20% last month, taking the cumulative growth figure to 12%. February 27, 2012 Tourism Staff Reports 10 a-g 25 of 28
The high growth figures were underline by similar results in the TATS survey, which focuses more on business travel agents. Agents increased their revenues by 21.6% last month, with flight sales up by 31% in revenue terms while tourism sales grew by 12%, it found.
German travel agencies (Source: January 13, 2012)
Agents fight off online rivals
Travel agencies in Germany are successfully defending their dominant position as the top tourism distribution channel from internet-based competitors, according to fvw’s 2011 dossier on the German tour operator market.
Despite fast growth for online travel retailers, traditional ‘high street’ travel agents remain by far the most important sales channel for tour operators in Germany, the dossier showed. In 2011, growth was shared broadly equally between ‘offline’ and online bookings channels, meaning there was little change in the overall market shares of the two channels. Online sales are estimated to have grown about 10% last year, driven by the largest portals, while agencies increased revenues by 9.5% (and by 7% excluding business travel sales).
The largest German tour operators, for example, sell about 80-90% of their holidays through travel agencies and about 10-20% through the internet. Thomas Cook has a relatively high 20% of sales through own and third-party portals and other non-agency outlets. Alltours sell about 15% of its holidays via such channels and Rewe about 9%, the dossier showed. TUI did not disclose its figures but has said in the past that non-agency sales represent about 19%, including airline TUIfly, but only about 6% for its core package business.
The leading tour operators have marketed their holidays through some 10,000 travel agents for many years, while smaller rivals are adding more agents as sales partners.
The travel agency share is even higher for some tour operators. Specialists such as study tour operator Studiosus and cruise firms Phoenix Reisen and TUI Cruises all sell well over 90% of their holidays through agencies. In contrast, holiday homes operators InterChalet and Interhome sell more than 60% of their deals via the internet.
February 27, 2012 Tourism Staff Reports 10 a-g 26 of 28
2012 trends (Source: fvw, January 20, 2012) Germany set for further growth The German holiday market is set for further growth this year and tour operators are optimistic after good early bookings. Germans remained the „world travel champions‟ last year and again topped the international travel spending list with €60.7 billion, ahead of Americans and Chinese, Commerzbank economist Jutta Kayser-Tilosen said at the recent CMT travel fair in Stuttgart. This was a 3% rise on 2010, with business travel accounting for most of the increase as firms increased budgets again. Private spending grew about 1.4%, according to the annual Commerzbank study. This year German travel spending will increase 2% to nearly €62 billion, Kayser-Tilosen predicted, and thus grow more slowly than in 2011. She predicted, however, that the Chinese would overtake Germans as the world‟s top travel spenders in two years‟ time due to the fast growth in Chinese tourism. The Commerzbank forecasts tie in with those of the World Tourism Organization which said that international travel grew by 4.4% to 980 million trips last year. The strongest- growing markets were South America, Europe and Asia. The UNWTO is forecasting a further rise between 3% and 4% for this year. TUI reported that families are currently booking slightly later than last year, which was a very strong early booking year. But Germany chief Volker Böttcher stressed: “The booking behavior of customers is hardly any different at present to last year. We don‟t expect any strong last-minute year like in the crisis year of 2010.” The market leader is seeing very strong demand for Croatia (+57%), Bulgaria (+33%) and the Canary Islands at present as well as for long-haul packages to the Indian Ocean, the USA and the Dominican Republic. Fast-growing Schauinsland Reisen‟s bookings are 25% ahead of last year, according to managing director Gerald Kassner. Family holidays have been in strong demand in recent weeks as well as packages with wellness and sports activities. In terms of destinations, the operator is enjoying “very good” bookings for the Canary Islands and Turkey, each with 20% growth, as well as double-digit increases for Majorca, Egypt and Tunisia. “Despite the euro debt crisis, holidays remain essential and the trend to early bookings is continuing this year,” he declared. Meanwhile, Rewe Touristik has increased its summer 2012 capacity with 30,000 more seats, mostly to Turkey and Tunisia but also to Ibiza, Egypt, Bulgaria and the Canary Islands. René Herzog, head of capacity and revenue management, said: “We have extended flight capacity both during and outside the school summer holidays.”
February 27, 2012 Tourism Staff Reports 10 a-g 27 of 28
VISITOR CENTER VISITATION Organized 6 FAM trips for volunteers:
The Cove Inn – 40 volunteers
Gallery One – 20 volunteers
Inn of Naples – 50 volunteers
Botanical Gardens – 50 volunteers
Inn at Pelican Bay – 50 volunteers
CMON – 50 volunteers
Upcoming FAMs – Norris Center, Purely U Spa
Organized FAM for SWFL Airport Volunteers: This includes Naples Transportation and Tours picking up the SWFL volunteers at the airport. They will get a tour of CMON and then we will go to the Botanical Gardens for a box lunch and private tour. There will be about 50.
Staff 90 volunteers for the Visitor Information Center, weekly.
Staffed 30 volunteers for the Naples Art Show, January 6th and 7th.
Staffed 2 volunteers for the Venture Forum meeting.
Staffed 10 volunteers for Chamber packet program.
Attended:
Evening on 5th Avenue, Chalk Art, Naples Art Show, European American Networking Luncheon, Chamber staff meeting, TDC meeting, BCC meeting, CCPC meeting, RSVP Board Meeting, Chamber Board meeting, RFP meeting, Wake Up Naples, Breakfast in Immokalee and Business of the Month.
February 27, 2012 Tourism Staff Reports 10 a-g 28 of 28
Distributed materials to Everglades, Marco, Immokalee and Big Cypress. This now includes the Everglades and Immokalee magazines. Big Cypress prefers to keep the materials behind the desk and will give them to visitors who inquire about the other areas in Collier County. I also deliver materials to the regional airports, Ave Maria, 3rd Street Concierge, and the County Museum.
VISITOR COUNTS:
Jan-12 Jan-11
Big Cypress Welcome Center 6,401 5,034 Oasis 13,601 12,055 Everglades 11,000 2,220 Immokalee 198 125 Marco 1,033 1,007 Naples VIC 4,397 2,765
TOTAL 36,630 23,206