August 22, 2016 Tourism Staff Reports 11 A-G 1 of 35
DIRECTOR ACTIVITIES- Jack Wert
July-August 2016
PERIOD AT A GLANCE
Number of Advocacy Contacts 2
Number of Tourism Influencer Contacts 10
Number of Tourism Industry Events 5
Number of PR Interviews 5
Advocacy
Meetings with TDC Chairman on TDC agenda Advocacy Committee Meeting DMAI
Tourism Industry
Destination Marketing Accreditation Board and Education Conference calls Naples Depot meeting with Naples Chamber on baggage car Information Center Discussion with UF/IFAS on Eco Tourism study proposal Visit Florida International Tourism Committee meeting Meeting with Green District partners on TDC presentation on the project
Trade Shows/Tourism Industry Conferences
Destination Marketing Association Intl. Annual Meeting
Public Relations
Press interviews with Naples News, Fort Myers News Press, NBC-2 and Fox 4 TV, Bob Harden
Promotional Activities
Meetings on Storytelling project Meetings on Stone Crab festival and golf event promotions
August 22, 2016 Tourism Staff Reports 11 A-G 2 of 35
GROUP MEETING SALES REPORT
Debi DeBenedetto – Group Sales Manager
June 16, 2016 – August 10, 2016
PERIOD AT A GLANCE
Number of Meeting Planner Contacts From shows and requests/communication 225
Number of RFP’s Collected/Distributed 92 RFP’s sent in 8 weeks Potential $44,628,060.13 Economic Impact Potential Room nights: 35,269 Number of Groups booked 16
Total Room Nights/Econ. Impact for Period booked 9,828 Room Nites/$6,381,409.91 Economic Impact
Number of RFP Enhancement (RFPE) Requests new requests granted funds 4
Number of RFPE’s to Contract 2 booked 2 lost
Number of FAM’s/Sites sites arranged and escorted 2
Number of Shows Attended Smart Meetings Trump Doral Miami June 24-26 Host Global Meetings Summit July 21-23 Chicago Preview Summit Aug. 10, 11
Events Attended
Attended opening of new Southwest Florida Performing Arts & Visual Center grand opening event Attended Strategic Summit Attended two Concierge events Attended Collier County Lodging Association Meeting Completed show and follow up Smart Meetings June 24 Chicago Preview Summit Aug. 10 & 11 Attended Host Global planner event in Miami with follow up complete
Sales Activities this Period
Completed 2017 Trade shows and sales plan Budget planning 2017
August 22, 2016 Tourism Staff Reports 11 A-G 3 of 35
Meetings Landing page with ad agency -again Completed 2017 Group Sales Plan Registered for Florida Encounter Completed sign up and invitations for Xsite post Fam Aug 30-31 – 7 attendees Registered for Connect Florida Orlando October Evaluated MPI SEC 2017 - declined Meetings Today lead generation program 5 leads followed up prospecting Invitations and planning for September Fam 11 attendees registered Sales & Marketing Meetings with Paradise Agency Proof many ads, newsletters and agency media Preparations for Connect Corporate and Specialty event Grapevine TX Aug. 25-27 Planning Xsite post Fam
August 22, 2016 Tourism Staff Reports 11 A-G 4 of 35
PUBLIC RELATIONS & COMMUNICATIONS REPORT May-June-July 2016
PERIOD AT A GLANCE
Number of Media Submissions from CVB May - 100 June - 230 July - 45 Number of Media Outlets/Journalists Hosted in MAY - 31 Destination Mangrove Madness outdoor media-28 PlanetBlueAdventure-1 Aeromexico magazine-2 JUNE - 2 Argentine Gulf Coast Guide-1 Rebel Chick-1 JULY - 1 Insider; Huffington Post-1 Number of News Releases Written by and/or MAY Issued by CVB State of Collier Tourism – 2015 / 2016 GTMC Marco Island Live Luxuriously Full outdoor/destination press kit for Mangrove Madness attendees News-Press bylined tourism columns-2 JUNE Paradise Reef documentary TV debut CVB Wins Successful Meetings Pinnacle Award What’s New with Hotels – IPW News-Press bylined tourismcolums-2 JULY News-Press bylined tourism columns-2 Water Quality Beach Conditions Posted to Web Home Page – alert to partners Zika Virus information Posted to Web Home Page – alert to partners Total Media Value $3,000,000+
MAY Publicity Highlights Bill On the Road syndicated radio-2 one hour broadcasts, Pickleball + destination JUNE Robb Report India Naples luxury + Keewaydin secret hideaway Ad value $17,600; circ 30,000 News-Press, eBella, others: Paradise Reef documentary debut
August 22, 2016 Tourism Staff Reports 11 A-G 5 of 35
JULY National Geographic Traveler China Slice of Old Florida – Ft. Myers, Naples and Everglades. Result of CVB FAM in April 2016 Ad value $679,616; Circulation 977,095 News-Press bylined feature; NBC-2; WINK CVB’s Beach Conditions Pro-Active Efforts Fight Misperception of algae on beaches BASSMASTER magazine Lake Trafford named Bassmaster “Lake 101” for restoration effort. Result of CVB Mangrove Madness Press trip. Ad Value $45,830; Circulation 500,000. Top Projects MAY Tourism Week Press Conference Host 60 (28 writers, 30 corporate reps) for Mangrove Madness retreat with outdoor product manufacturers and outdoor media Zoo Instameet JUNE NYC media/sales event and media desk-sides IPW Media Marketplace & tradeshow CVB Marketing Summit JULY EOC Zika Exercise Artificial Reef stakeholders meeting Pokemon GO for Tourism Rewrite all tourism award nomination category descriptions and requirements, nomination instructions, tips for nominators, website copy Update crisis plan hotel contacts Water quality monitoring, updates Zika Virus monitoring, updates CCLTA Video shoot for 2 “How To” segments: Play Pokemon GO; Find craft beer VISIT FLORIDA Communications Committee Adds to Website Events added- 80 Listings added, enhanced – 50 Beach Conditions Emergency Module Activation- Daily Updates Zika Information Emergency Activation-Daily Updates Upcoming: Florida Governor’s Conference on Tourism Florida Society for Ethical Ecotourism conference
August 22, 2016 Tourism Staff Reports 11 A-G 6 of 35
Florida Outdoor Writers Association conference, media marketplace Florida Association of Destination Marketing Organizations China luxury magazine FAM focusing on nature, adventure plus luxury stay Brazil group media FAM
August 22, 2016 Tourism Staff Reports 11 A-G 7 of 35
DIGITAL & SOCIAL MEDIA REPORT
June – July 2016
PERIOD AT A GLANCE
Twitter Accounts Posts 619 Post, 5,904 Total Engagements, and 167 Link Clicks Facebook New Likes 710 New Fans for a total of 32,570 Fans
Instagram Posts 73 Posts with 395 followers gained
E-Newsletter Open/Click Thru Rates (June) Earned Consumer Emails: 24.8% Open Rate 12.85% Click Through Rate
(June) Paid Consumer Emails: 17.5% Open Rate 2.45% Click Through Rate
Search Engine Optimization (SEO) Results
June
Visits: 67,225
New Visitors: 51,656
Returning Visitors: 15,569
Bounce Rate: 64.94%
Average Time on Site: 01:19 (in minutes)
July
• +16.37% increase in website traffic
• +16.31% increase in new visitors
• +16.58% increase in returning visitors
• +33.01% increase in organic traffic
• Device preference: Mobile [47,178]
• Website goal conversions [1,612]
August 22, 2016 Tourism Staff Reports 11 A-G 8 of 35
SPORTS MARKETING REPORT- Michael Obyc
June/July 2016
PERIOD AT A GLANCE
# EVENTS (June 2016) # ATTENDEES # ROOM DIRECT VISITOR NIGHTS SPENDING 2 2,085 302 $543,750.00 Event Analytics
Event Name Event Dates # Attendees # Room Nights Direct Spending Gulf Coast Lacrosse Classic 6/18-6/19 1,860 232 $465,000.00 Perfect Game “The Series” 6/25-6/29 225 70 $78,750.00 Comparison Report
June 2015 June 2016 Change Number of Events 4 2 -2 (50% Decrease) YTD Events 26 35 14 (26% Increase) Monthly Attendees 3,872 2,805 -1067 (38% Decrease) YTD Attendees 29,696 40,236 11,165 (38% Increase) Monthly Room Nights 1,340 302 -1,038 (78% Decrease) YTD Room Nights 11,014 13,951 2,937 (22% Increase) Monthly Est. Direct Spending $1,265,850.00 $543,750.00 -$722,100.00 (68% Decrease) YTD Est. Direct Spending $9,737,475.00 $15,264,300.00 $5,526,825.00 (37% Increase) Development Activities this Period
Met with Community School in regards to the Naples Holiday Shootout Hosted a call with Football University to discuss upcoming camp Hosted meeting with Rob Anderson of Florida Fire Soccer Attended a meeting at North Collier Regional Park regarding artificial turf Attended BCC meeting in support of Pickleball presentation Attended the Sports Council monthly meeting Participated in a conference call with the County Manager to discuss the Sports Facility Study Hosted a meeting with Parks and Recreation to discuss partnership strategy Attended the June TDC Meeting Attended the 2017 Annual Marketing Planning Summit
August 22, 2016 Tourism Staff Reports 11 A-G 9 of 35
July 2016
PERIOD AT A GLANCE
# EVENTS (July 2016) # ATTENDEES # ROOM DIRECT VISITOR NIGHTS SPENDING 1 625 553 $219,375.00 Event Analytics
Event Name Event Dates # Attendees # Room Nights Direct Spending USSSA State A&B Fastpitch 7/1-7/3 625 553 $219,375.00 Comparison Report
July 2015 July 2016 Change Number of Events 3 1 -2 YTD Events 29 36 7 (20% Increase) Monthly Attendees 488 625 137(22% Increase) YTD Attendees 30,516 40,861 10,345 (26% Increase) Monthly Room Nights 1,130 553 -577 (72% Decrease) YTD Room Nights 12,144 13,951 1,807 (13% Increase) Monthly Est. Direct Spending $424,500.00 $219,375.00 $205,125.00 (49% Decrease) YTD Est. Direct Spending $10,161,975.00 $15,547,425.00 $5,385,450.00 (35% Increase) Development Activities this Period
Hosted at CVB and Parks and Recreation workshop to discuss better tournament practices Met with Spirit Promotions and Pickleball for All to discuss future opportunities Met with Fuse Media to discuss 2017 Visitor Guide Attend Football University Top Gun youth camp to promote the destination and 2017 Championship Attended meeting at the County Manager office to discuss field expansion Met with Parks and Recreation to discuss field expansion and PARAB presentation Attended meeting with Sports Council President
Upcoming Events
Naples Cup – Soccer – September 16th – 18th Pro Watercross World Championship – September 17th – 25th
August 22, 2016 Tourism Staff Reports 11 A-G 10 of 35
PARADISE COAST FILM OFFICE- Maggie McCarty
August 2016
PERIOD AT A This Year Last Year Spending Estimate New or Repeat GLANCE Productions 2 4 24 room nights 2 New $4 K spend
Working Leads 6 12 Meetings 6 1
Attended Events/Trade 1 0
Shows Media Assisted 1 0 Location Scout 3 0 60 room nights New
Production/Lead Highlights
The Travel Channel is producing a TV project with its’ talent taking off from Key West on a
Leopard 46” Catamaran and traveling through the Ten Thousand Islands and coming ashore on Cape Romano.
Airing on A&E and FYI Network, Insight Television’s “Operation Build “is a half-hour TV series that travels all over the world discovering great home improvement concepts in renovations, remodels, and do-it-yourself projects. They are interested in partnering with a local company to take on a new project that would become one of their signature “building adventures.”
Brand USA
The popular satirical comedy-news show from Belgium, ‘De Ideale Wereld,’ (The Ideal World) chose to shoot in Naples and set up a number of interviews with locals and visitors about the upcoming U.S. Presidential Election. The show has been on the air in Europe since 2013 on the Canvas Network and also has an enormous on-line following. In 2015, over 68% of Belgians reported that they watched TV programs and videos regularly on at least one mobile device. The show’s star, Otto-Jan Ham was named the 2014 Flemish TV’s Rising Star.
August 22, 2016 Tourism Staff Reports 11 A-G 11 of 35
MONTH/YEAR: JULY 2016 PREPARED BY: UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
July has now become a very busy month with additional hosted events based around the July 4th celebrations. Both Visit USA UK and Ireland hold separate trade and media events and Brand USA co-sponsor a major consumer event around a leading Garden show in the UK, where a select number of trade and media were invited. OMMAC attended many of the events representing Florida’s Paradise Coast – see below.
Visit USA Independence Ball – 7 July, London OMMAC attended the Visit USA Independence Ball on Thursday 7th July. The prestigious event was held at the Park Plaza Victoria Hotel with over 350 key travel trade and media executives who promote tourism and travel to the USA. In a co-op with Visit Florida and Florida industry partners we secured over 90 Florida focused trade and media – maintaining a strong Florida presence. We requested senior management from British Airways – which proved very successful.
Above: Jen Guiver, Brand USA with Oonagh
Above L-R: Steve Hardridge, Selling Travel, Ciara Foley, Platinum Travel, Carlton, Carugati, IAGTO with Oonagh, Florida’s Paradise Coast
RHS (Royal Horticultural Society) Hampton Court Palace Flower Show – 4-10 July, West London
OMMAC attended RHS Hampton Court Flower show in partnership with Brand USA on July 9th. RHS Hampton Court Palace Flower Show, is the world's biggest annual flower show. Brand USA
August 22, 2016 Tourism Staff Reports 11 A-G 12 of 35 co-sponsored ‘Great Gardens of the USA’ section with three gardens from Visit Austin, Explore Charleston and Travel Oregon. The Great Gardens of the USA dominated the World Gardens category, winning two Silver-Gilt and one Silver Medal. Hampton Court Palace had good weather all week which contributed to a total of 146,000 visitors/consumers attending throughout the week. Brand USA UK/Ireland had created a robust PR and Communications Plan designed to maximize value and increase media coverage at every opportunity.
Monday July 4th was both Press Day and Preview Evening. To maximize on the Fourth of July timing, the Brand USA UK/Ireland office planned a “Fourth of July Garden Party” PR theme, which included live performances from Carson McHone on The Austin Garden, traditional seersucker suited chaps on The Charleston Garden and wines from the vineyards on The Oregon Garden. The team arranged for the Great Gardens of the USA to be officially visited by RHS Director Sue Biggs for an official media introduction tour and photo call. Brand USA UK/Ireland also secured the attendance of press and media from key publications.
A number of high profile celebrities attended press day, resulting in further media photo opportunities, social media and press coverage for the three USA gardens.
Throughout the week, Brand USA distributed 10,000 copies of a bespoke booklet featuring destination information, garden details, plant lists and RHS Touring Holidays. Further collateral, including the Miles Media Inspiration Guide and Culinary Guide, were handed directly to consumers – which features Florida’s paradise Coast.
Brand USA UK & Ireland generated PR value in excess of $15 million worth of RHS Hampton Court Palace Flower Show coverage.
A two week long out of home campaign (OOH) created extra exposure for Austin, Charleston and Oregon over the week leading up to and the week of the RHS Hampton Court Palace Flower Show. The OOH ran at 79 targeted rail station sites throughout London and the South East, with a joint call to action for the destination, operator and RHS Hampton Court Palace Flower Show and an approximate reach of 11,269,000 impacts.
This is an event worth considering for the future. Initially we are aiming to reach consumers with a high-end vintage car event – to showcase the Collier family collection – all under consideration.
August 22, 2016 Tourism Staff Reports 11 A-G 13 of 35
Left: Oonagh centre with from L-Right: Polly Beech and Allie Williams, Brand USA, at the Brand USA’s consumer facing call-to-action ‘Visit the USA.co.uk’ stand.
TravelMedia.ie – Ireland – ‘Summer USA Networking’ Trade & Media event with US Ambassador to Ireland – 12 July, Dublin
OMMAC attended the Travel Media event on 12th July at the Shelbourne Hotel in Dublin, Ireland. The event was co-sponsored by Visit USA and Brand USA and attended by over 200 key travel media and decision makers in the trade. Attendees include travel media from radio, television, print and online and trade from tour operators, travel agents, airlines hoteliers, tourist boards and other relevant travel industry professionals. The USA Summer networking is the largest event of the year – guest speakers included Ambassador O’Malley, the
United States Ambassador to Ireland, with other key addresses from Delta Airlines, Dublin Airport, Visit USA and Brand USA. Oonagh held additional meetings with American Holidays, Platinum Travel, and Mary O’Sullivan Sunday Independent Editor
Above L-R: Finola Cunningham, US Dept. of Commerce; Oonagh, Florida’s Paradise Coast; Ambassador O’Malley, the United States Ambassador to Ireland, Holly Best, Virgin Atlantic, Aisling Gavin, American Holidays
August 22, 2016 Tourism Staff Reports 11 A-G 14 of 35
MARKET UPDATE:
In the first full trading month post Brexit, July has provided an interesting barometer to measure impact on demand for both short haul and long haul travel versus the UK domestic staycation.
Transatlantic travel took a sizeable downturn even before Britain narrowly voted to leave the European Union, according to new figures. International arrivals are reported to register negative year-on-year growth in May due to factors including a strong US dollar.
Operators report wide ranging disparity between long haul and short haul prices since the referendum. The cost of long haul holidays has risen by almost 7% since the Brexit vote while short haul trips are cheaper, according to new research by OTA, Holidaysplease. They report that UK consumers will have to spend £483 million more a year for long haul holidays.
A ‘like for like’ Brexit price comparison was based on a review of holidays booked in the days leading up to the EU referendum vote. The company then re-priced the same holidays with the same tour operators, 10 days after the Brexit vote. A basket of more than £100,000-worth of holidays was covered with the results reflecting that the cost of the identical long haul trip had risen by 6.9% - this was in line with almost a 9% drop in the pound versus the dollar in the same month, on a £2K long haul holiday this equates to a rise of £138.
With UK consumers spending around £7 billion a year on long haul holidays, a 6.9% price rise equates to UK consumers spending almost an additional a half £billion more per annum - by contrast, the cost of holidays to European destinations fell by 0.7%.
The major factor that continues to have a much greater impact on the travel industry is the continued terrorist attacks that have been inflicted on cities, the latest of which being Nice during Bastille Day, France. These attacks are aimed at high-density tourism strongholds and are having a devastating impact on those areas targeted. The counter- side is that counties such as the USA are deemed to be safer than places such as France and therefore demand will continue to increase.
Meanwhile, industry analysts, GfK have confirmed research to support the claim that Brexit and terrorism are the two main concerns facing UK travelers. Data compiled by them found that 14% of consumers are now worried about having enough spending money on their holiday since the referendum decision. In efforts to protect the value of their spend, 10% of those now making a decision to book are more likely to consider an all-inclusive break – demand significantly increased among higher income earners and 25-44 year olds. The US trade is viewing this as a growth opportunity to target higher-end and family markets with short-term booking benefits linked to pre Brexit currency hedging. Encouragingly for the US market sector, GfK also believe that while the perceived Brexit opportunities for the UK domestic market are real, they may also be short-lived. They report substantiated sales data for autumn/winter 2017 and spring/summer 2018 showing strong sales in the short and long haul holiday sectors.
August 22, 2016 Tourism Staff Reports 11 A-G 15 of 35
Less surprisingly, the report terrorism as continuing to be a key concern for UK travelers, and that these worries are affecting the choice of destination, selection of airline or travel company and preferred routes. Almost a third of international travelers anticipate being more concerned about safety and security when travelling in the next 12 months and 30% of all travelers expect to avoid certain destinations while 12% of international travelers will select only certain airlines or travel companies as a result.
To summarize, the findings indicate that there will be a rise in sales of all-inclusive holidays to help travelers manage their spending money and budgets. This will be felt especially among higher income groups and younger travelers; the US Cruise market in particular can benefit. Consumers will avoid destinations they feel are unsafe, as they will when making their choice of routes and operator. Operators and airlines with good brand reputations will do well against a backdrop of consumer concerns around terrorism. Companies will do all they can to protect their brand reputation in times of trouble and to reassure would-be travelers of their reliability and responsibility. In this regard, the US continues to feature strongly as a perceived safe to visit destination.
The GfK research received further verification from a report issued by IATA citing the dual threats of terrorism and economic uncertainty as the principle reasons for a slowing in global airline passenger demand. While year-on-year demand for flights rose by 5.2% in June from 4.8% the previous month, the upward trend in seasonally-adjusted traffic has moderated since January. Ultimately, demand for travel continues to increase, but at a slower pace while the fragile and uncertain economic backdrop, political shocks and a wave of terrorist attacks are all contributing to a softer demand environment. They believe that it is too soon to know whether recent terrorist attacks will have a long-term negative influence on demand, nor what will be the impact of Brexit and the events in Turkey.
Meanwhile, very much against the grain of recent industry wide sentiment, TUI has taken the bold step of announcing that they anticipate phasing out printed brochure collateral by 2020. As a key player in the market it makes bold reading, particularly against a four year window, which is as much of a shot across the bows of industry to gauge competitor reaction than it is a reality. With exponential growth in digital technology, the reality is that print brochures have not been needed few years but despite this, many fear dropping them including many reporting a significant growth in print runs, Virgin Holidays a case in point.
Unquestionably, rainy day traditions are hard to say goodbye to. When contrasted against a significant lift in online consumer travel search, the UK traveler booking experience never quite resonates within the digital space in the same way. TUI will counter this by suggesting that its staff can better personalize consumer offerings without the constraints of printed collateral, but when the brochure is positioned at the top of the booking funnel it can deliver in ways online search simply can’t. Strangely, TUI has indicated that they will continue to rack third-party supplier brochures in its own retail shops – a move that will have competing operators rubbing their hands with glee. Looking ahead, the industry will watch closely for the next installment
August 22, 2016 Tourism Staff Reports 11 A-G 16 of 35 from the TUI PR machine. Is it fact or fiction, could Thomas Cook or Virgin Holidays follow suit or will we see a TUI U-turn? Whichever path they follow we can be certain that our industry operates within a highly vibrant market and distribution space, with increased demand for travel to the United States met with ever more sophisticated operator programs and content driving improved conversion.
Norwegian - ongoing dispute over US flights to go to arbitration
An arbitration procedure is to be started by the European Commission to resolve the dispute between Norwegian and US regulators over the budget carrier's plan to fly transatlantic routes from Ireland.
The delay in granting flying rights to Norwegian's Irish subsidiary is seen as a breach of the EU- US open skies agreement - the Irish arm, Norwegian Air International, applied for permission to operate flights to the US more than two years ago but has faced opposition from unions and some US carriers, which say Europe's third-biggest low fares carrier would undermine wages and working standards.
The US Department of Transportation provisionally approved Norwegian's request in April, giving opponents three weeks to file objections, but there has been no final decision, confirming that it is an approved and fully operational EU carrier that meets all requirements under the open skies agreement between the EU and the US. "
JetBlue considering transatlantic air routes with game changer A321 aircraft
US budget carrier JetBlue is considering adding transatlantic routes to Europe before the end of the decade. The fifth-largest US airline outlined a new order for 30 single-aisle, long-range Airbus A321s, expected to be able to fly 4,000 nautical miles with 220 passengers in an all- economy layout, bringing Europe within range of the US east coast.
TUI announces extension to city and long-haul programs
TUI UK & Ireland is to begin selling US city breaks to New York, Las Vegas and Miami. In a recent statement announcing the launch, the UK’s largest travel group outlined that Long-haul remains an important growth area for their business as they seek to provide more choice and flexibility for their customer base.
Travelzoo conducts June Travel Trends survey in the days immediately post Brexit The results indicate that 37% of Britons are heading to the near continent this year, with Spain and France emerging as the most popular destinations. Reassuringly, the US is still proving popular, and remains the highest ranked destination outside of Europe - the news comes in spite of the pound’s current instability against the dollar - Australia and Canada also made the top-10 list.
August 22, 2016 Tourism Staff Reports 11 A-G 17 of 35
Despite the vote to leave the EU last month, 81% said that the EU referendum has had no impact on their willingness to travel this summer. However, the survey reveals that almost half of UK travelers have concerns regarding additional holiday costs in the coming months and years. When asked about how they feel over safety now that the UK has voted to leave the EU, 21% said they believed being outside will make it harder to combat terrorism both abroad and at home in the UK.
Paris Hilton set to launch her own collection of luxury hotels
According to Forbes, the 35-year-old businesswoman, socialite, model, actress, singer, DJ, and author will follow in the footsteps of her great-grandfather Conrad Hilton, founder of the Hilton chain and launch her own luxury hotels.
Dubai has been earmarked initially, plus New York and Las Vegas for a range of beach-themed hotels which will not be part of the Hilton group - opening dates are yet to be unveiled. The announcement comes after Paris Hilton opened a series of beach-themed nightclubs in the Philippines - her sister Nicky already operates hotel properties under the Nicky O brand in Chicago and Miami.
Lowcosttravelgroup collapse: The joint administrators of Lowcosttravelgroup have confirmed that there are currently 27,000 customers abroad with 110,000 booked to travel. A total of 451 people are being made redundant: 264 in Krakow, 120 in the UK, 60 in Majorca and 7 in Switzerland. NB: This company did not sell USA or Florida.
Five million Brits put overseas holidays on hold after Brexit according to VoucherCodes.co.uk One in 10 Brits say their 2016 oversees holiday is on hold amid uncertainty over Brexit. Following the result of the Referendum, 5% of the population is holding off booking a holiday at all until things calm down, while another 5% say they have changed their mind about going abroad and will take a staycation instead, according to research by VoucherCodes.co.uk. VoucherCodes says that 51% of Brits will take a staycation - 4.5 million more than last year, an increase of 7% while cost remains a big driver.
US border control may request access to traveler’s social media accounts
Social media accounts could be collected in proposed changes to US border entry forms as part of the visa screening process for entry into the country under ESTA and I-94W forms: The information will be optional, for now, but the proposed change suggests that collecting social media data will enhance the existing investigative process and provide DHS greater clarity and visibility. The change forms part of the plan to scrutinize social media activity of visa applicants and those wishing to enter the country, following the San Bernardino killings in California, in which social media profiles formed part of the investigations.
August 22, 2016 Tourism Staff Reports 11 A-G 18 of 35
UK Government Update: Throughout July, the political landscape of the UK has been unpredictable and ever-changing following the Brexit vote. Prime Minister David Cameron resigned immediately following the vote, originally stating that he would stay in office until mid-September. However, divisions within the Conservative party led to a movement rallying around Theresa May taking over the party leadership which resulted in David Cameron leaving office in early July.
Mrs. May is the UK’s second female Prime Minister. Unlike other UK government figures she had remained relatively understated in her views on the Brexit vote despite ultimately siding with Remain. Within three days of her appointment, Mrs. May completely reorganized her cabinet, including appointing several figures that had expressed strong views on exiting the EU to key positions, most notably and controversially ex-London mayor Boris Johnson being appointed the position of Foreign Secretary
Travel news related to the USA less positively included:
As front page news on the July 30th edition of the Daily Mirror that 53 Brits have caught the Zika virus this year; the following day, BBC News reported that expectant mothers should avoid holidays to Florida due to an increasing risk of Zika virus. This was also picked up by trade publications Travelmole and TTG.
Also the wildfires in California have been reported in several UK publications. The Guardian had reported that the Santa Clarita fire had destroyed locations used for film sets, and published an article on the cancellation of bookings in the Big Sur area, while Mail Online led with the inflammatory title ‘California burning’.
Both regional and national papers have engaged in discussions on the safety risks associated with various holiday destinations. In an increasingly uncertain and fearful climate, the USA has continually been considered a safe destination.
UPCOMING EVENTS DATE SPECIAL EVENT LOCATION
September 15 Brand USA, Insight travel industry networking event London with private screening of ‘America Wild National Parks Adventure’ in honor of the centenary of the USA’s National Park Service.
August 22, 2016 Tourism Staff Reports 11 A-G 19 of 35
MARKETING/SALES/PROJECTS & ACTIVITIES:
British Airways Route Planning Meeting
OMMAC participated in pre-planning power point presentation and various conference calls for up-coming VIP meeting with British Airways at their head office at Heathrow’s’ Waterside. This is a partnership with Lee Country CVB UK representatives and RSW. The meeting was with Gatwick Route Planning personnel from BA and was a major stage in the many years of lobby/talks with the airline about a new flight route from Gatwick into Regional South West Airport. During the meeting OMMAC presented information on the Paradise Coast region. It was particularly beneficial that during the GMTC conference this year, OMMAC planned a visit for key BA personnel to visit the airport, which helped in familiarizing them with the opportunity.
Events Following up on the main trade events earlier participated with: GTMC / IPW/ IAGTO – NAC.
Travel Agents Online Training: ‘USA Discovery Program’ Final stages of completion – ongoing working to ensure all copy approval is completed and Brand USA has everything required. We will seek to introduce an incentive for the launch in order to encourage more agents to participate & complete our badge.
Consumer requests OMMAC process all consumer requests coming through and liaise with the storage house in the UK to ensure that brochures and maps are distributed to consumers interested in visiting our region within a timely manner. We had a number of consumer requests this month.
PUBLIC RELATIONS AND SOCIAL MEDIA ACTIVITIES:
CONTACT ACTIVITY STATUS /RESULT
Lauren Jarvis / James OMMAC set up a day trip Lauren and James visited the Everglades Draven to the Everglades, on courtesy of Everglades Area Tours. Since Thursday 30th June, as their return to the UK OMMAC have Selling Travel – 14,925 part of a wider Florida trip. followed up with the latest news from our readership area, as well as with images.
Women’s magazine – 60,000 circulation
DAD.info – 130,000 unique users
August 22, 2016 Tourism Staff Reports 11 A-G 20 of 35
Travmedia IMM OMMAC attended Ongoing - We are doing specific follow- Travmedia’s IMM in March, ups with the journalists who expressed holding face to face most interest in a press trip to Florida’s meetings with 12 Paradise Coast – specifically Paul journalists and networking Sharman, a freelancer focusing on with many more Outdoor Adventure and keen to work with us on a fishing trip. We’re also following up with Simon Burrell of OurManOnTheGround, who has a writer due to visit in the Autumn time.
The Irish Independent Confirmed Saturday On-going – Conor Power is interested to Readership: .5m double page spread – travel for his first visit to USA. Following Circ: 200,000 doing a piece for early up with Visit Florida on status. Online – largest in Ireland next year based around
Florida beyond the theme parks and perhaps using the Paradise Coast as an Visit - TBC area of focus.
VIP Magazine – largest VIP Magazine has agreed On-going - Dates now moved – selling in Ireland to a 6-8 page feature with checking with partners to establish Cir: Monthly sales 25,500 a contact we approached suitable dates. · Monthly readership: on family holiday in 152,000 Florida!
Plus cover feature Visit - TBC Visit Florida ‘Florida Friday’ OMMAC submitted OMMAC submitted information on the e-newsletter comprehensive wildlife of Paradise Coast for the Florida information for the VF Friday newsletter. Coverage appeared the enewsletter, which is newsletter which is featured below. distributed via Travelmole Social Media: Weekly channel updates. OMMAC continues to share posts across Facebook and Twitter OMMAC also followed key Facebook and Twitter in order to increase travel influencers on traffic to Paradise Coast UK Facebook and Twitter to expand our Twitter pages, as well as share partner social network information. Focus this month has included: everglades and family summer holidays
August 22, 2016 Tourism Staff Reports 11 A-G 21 of 35
Travelmedia.ie Networking event - Media included:
Mary O’Sullivan - Irish Sunday Independent Editor
Linda Maher - Irish Daily Mail, Assistant Features Editor
Fionna Davenport – RTÉ Radio
Brian Farrell – Sunday World
Tom Sweeney – The Herald / blogger
Conor Power – Freelance
Deidre Mullins – Travel blogger
Kelly Donegan – Fitness & lifestyle blogger
Leslie Graham – Unravel Travel TV
Jim Murty – Irish Daily Mail
Gerry Benson – TravelBiz
Lorna Hogg – Senior Times
Michelle Jackson – Freelance / blogger
Neil Clancy - RT
August 22, 2016 Tourism Staff Reports 11 A-G 22 of 35
Media Coverage
A selection of Facebook and Twitter updates this month
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DIAMONDE EUROPEAN REPRESENTATIVES
TOUR OPERATOR ACCOUNTS
Key Accounts Tour Operator Achievement Cost
DERTOUR Confirmed Dertour Campus Summer Opening, EUR 2.700 the annual main event of DER Touristik. During the 2 days of travel market around 1,500 travel agents will attend. We will be part of the USA booth with Brand USA.
Thomas Cook Confirmed participation in TravelConnecXion in EUR 2.000 partnership with Brand USA. During the travel market there will be 2.450 travel agents.
CANUSA Touristik We secured and accomplished a training in their Hanover sales office. All in all, we trained 4 agents including the office manager. Except for one, all of them have been to NAP before, but were highly interested and appreciated the update very much.
Swiss Accounts Tour Operator Achievement Cost
Knecht Reisen We have successfully negotiated and USD 6.500 confirmed the new marketing campaign. This includes editorial pages in their main North America brochure and their golf brochure. In addition, NAP will be included in B2B and B2C newsletter and will get website promotion. Editorials were approved.
Secondary Accounts Tour Operator Achievement Cost
Explorer Fernreisen The joint campaign (3 Facebook ads, landing USD 2.500 page, image banners, newsletter) was a great success. The unique visitors generated via Google AdWords were 4.480, via Facebook ads 18.923, via image banners 78.321 and 123
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came from the newsletter. The 3 Facebook ads reached 192.061 people. Please find a detailed reporting attached
Tour Consult Held detailed destination training on Marco Island as – in comparison to Naples – he has not been to Marco Island personally but would like to include into his portfolio at point of sale.
Boomerang Secured product meeting with the new product manager in Hanover. First personal introduction. They currently include NAP in 1 fly drive. Will relaunch website in fall 2016. Provided destination text and pictures accordingly. Next follow up on NAP website exposure set for November.
We also conducted a NAP training to the product manager and one sales agent. We achieved that they will include NAP brochures in their travel documents from now on.
EMU Travel Accomplished meeting with their sales team. This TO started off as golf TO and has now grown to 3 sectors: golf travel, MICE and luxury. NAP is highly relevant for their golf section and they showed great interest, hence we provided them with NAP brochures to review and eventually include in travel documents.
TRAVEL AGENTS
Sales calls: Total of 65 personal visits to travel agents in Austria, greater Hanover and greater Stuttgart. Booking Assistance: Assisted 2 of agencies requests on tours and accommodations o Support: after our potential check we supported Trans America Tours with 30 brochures.
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EVENTS
DiaMonde “Summer Event” o Dates: 21.07.2016 o City: Restaurant Panther, Munich o Profile /Number of attendees: 42 attendees, which were selected TA, TOX and TOs partners - the crème de la crème of Munich’s travel sector. All of them were senior and top selling agents, owners and managing directors in high and very high potential travel agencies or luxury tour operators; including contacts that have been in the industry for many years and usually do not attend any events personally anymore. o Profile of event/format: It was an exclusive dinner event in Munich. We called it “DiaMonde summer event” to which we had invited the top accounts in Munich’s travel industry. We exclusively rented the Restaurant “Panther” in Munich’s upscale district “Schwabing”. We started off with an outdoor reception and get-together on the restaurant’s terrace that offered us excellent and intense networking opportunities. The reception was followed by a seated dinner and comprehensive presentation of our DiaMonde portfolio, highlighting the news of each property. o Feedback: The outcome of the event was excellent and due to our outstanding network with Munich’s travel sector, it indeed felt like an event among friends and equally strengthened our relationship with the same. Hardly any agent had been to the location before, thus the agent felt honored to get to know the restaurant with its good reputation. We received excellent feedback on the personal and emotional presentation as well as on the set up of the event. A personal follow up email was sent to all attendees. Registrations / Preparations o Preparation for NAP B2B and B2C Newsletter (Aug 2016) o Registration for VUSA Halloween Event (Oct 2016) o Registration for VUSA Belux Roadshow (Nov 2016) MARKETING
Type of Activity Details Cost
Facebook Ad We successfully completed the social media USD 3,000 campaign campaign with America Unlimited. Out of the 5 NAP Instagram posts and the 5 Facebook posts the beach images got the most likes 287 and 873. The Facebook ad could generate 6.215 clicks that lead to Naples offer. Please find screenshot attached
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Touristik Aktuell e- We successfully placed NAP price (1-night learning stay in Everglades City, Everglades Tour, Powerbanks) on the e-learning platform. Furthermore, the prizes have been mentioned in the Touristik Aktuell newsletter. Please find screenshot attached
Facebook # posts: 16 #fans: 7551
#most successful post: 06.07.16 Beach Image, reached 4,924 clients, 213 reactions and 196 likes. Please find screenshot attached
MEDIA / PR
Inclusion in travel magazines o Florida Sun ▪ We achieved that Naples is named as weekend trip from Miami Beach. The article was published in the July edition 2016. o Florida Sun ▪ We secured an article about the highlights of NAP in the July edition 2016 of the Florida Sun over 2 pages. Mentioned are the sunsets at Naples Pier, water activities in the region, shopping, Naples as location for foodies, the Ten Thousand Islands and mangrove paddle tours, the Naples water park as well as the Naples Zoo, the Corkscrew Swamp Sanctuary and Naples as golf destination.
Press requests o We have accomplished a blogger fam request from Mrs. Narciso, who is planning to travel the US by train and also will be in Florida. Waiting for more information from her side. o We have also secured a blogger fam request from Mrs. Gerstenecker, she has her own family blog. Mrs. Gerstenecker has worked with us in the past and visited NAP before. We will evaluate further actions. PROJECTS
Tour Operator Potential Check o We have comprehensively researched and analyzed USA specialists in Germany and did a NAP potential check on 11 specialists. The main accomplishment here was the contact to Boomerang Reisen (see TO achievements).
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o We have made first contacts with prospective accounts, evaluated them and will be monitoring the accounts identified as relevant and will secure (additional) NAP exposure, both online and offline. o Please find details of this TO screening attached.
Insider Tip List o We updated our Insider tip list and added new tours and included Instagram and Pinterest links, as well as we added a new hotel the Holiday Inn Express & Suites Naples Downtown, which is relevant for the Belgian market.
OTA Research 2016 o Based on an intense and detailed analysis and researches, we prepared an overview of the most relevant online travel agencies and rating platforms in Germany and our recommendations: o We evaluated and analyzed the existing OTAs in Germany. Furthermore, we discovered official statistics, which show the growth of the online bookings through 2013-2015 in Germany, where they increased from 22,05 million to 23,44 million. o The number 6 most used OTAs in Germany are Expedia.de, ab-in-den- urlaub, Holidaycheck, Opodo, HRS, Lastminute.de. Additionally, we took a closer look into booking.com, as well as TripAdvisor. Whereas TripAdvisor newly offers the booking function on their website and booking.com as it might have been to new in order to show in the official statistics. o The OTA identified as the most relevant for Germany is Expedia.de. We will discuss options for joint B2C campaigns at manageable cost. We also learned that other Florida CVBs such as St. Petersburg & Clearwater as well as Visit Orlando are or have been working with them successfully in the past. o Please find detailed research attached.
Marketing plan FY 2016/17 o Accomplished detailed marketing plan for FY 16/17 including a recap of accomplishments in FY 15/16, market overview as well as outlining of new identified target groups, objectives and detailed marketing strategy. o Sales, marketing and promotion opportunities were evaluated, planned, secured and negotiated with either tour operator partners or third parties such as marketing agencies. A detailed summary including timings of realization of and exact negotiated cost for activities is outlines in the detailed proposed budget plan for FY 2016/17. CONSUMER
Brochure fulfillment: 9 in total We supported 2 consumers (1 phone, 1 email) with their travel planning.
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HIGHLIGHTS IN AUGUST
TA Sales Calls in Switzerland, August 16-18, 2016 TA Sales Calls in Dusseldorf, August 22-25, 2016 TA Sales Calls in greater Stuttgart, August 9-10, 2016 DiaMonde Dinner Event with Airtours in Luzern, August 31, 2016. VUSA Roadshow, August 29-30, 2016 NAP training CRD Hamburg, August 25, 2016 NAP training Boomerang Hamburg, August 25, 2016 NAP training Explorer Fernreisen Hamburg, August 25, 2016 NAP training Karawane Reisen Ludwigsburg, August 4, 2016 Dedicated NAP B2B and dedicated NAP B2C newsletter, August 3, 2016
MARKET NEWS
Economic Overview Germany Germany Economy Outlook
The upward momentum after a very strong first quarter of the year has weakened slightly. The economic risks of the external environment increased after the Brexit vote of the British.
In the middle of the second quarter the industrial production was weak, which was caused by the above average number of public holidays in Germany in May. The employment continues to increase significantly. (Source: BMWI)
Tourism Market Overview Germany Neckermann expands long-haul holidays
Thomas Cook's main German brand Neckermann Reisen is adding more long- haul capacity for winter 2016/17 and keeping short-haul prices generally stable.
As part of the launch of the up-market brand Thomas Cook Signature, numerous mid-market hotels in long-haul destinations have been transferred to the Neckermann portfolio. As a result, the mass market tour operator brand has a significantly expanded long-haul program for winter 2016/17. “As our mainstream tour operator, Neckermann Reisen is profiting from the sharper branding that we carried out with the introduction of the premium brand Thomas Cook Signature,” said Germany chief Stefanie Berk. The brand will offer more than 1,700 hotels in nine brochures and a further 5,000 hotels in reservation systems.
In Thailand, the number of hotels has increased by 19 to 124, while there are 34 more hotels in South Africa and 16 in Namibia. There are now two separate brochures covering ‘Asia’ and ‘Africa, Orient and Indian Ocean’.
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In the Caribbean, various islands in the Lesser Antilles (Antigua, Barbados, Martinique, Grenada, Tobago und St. Lucia) are new destinations, with 37 hotels in total, and served by new weekly Condor flights to the islands.(Source: Fvw July 13, 2016)
Destination USA Good German sales despite strong dollar
German tour operators have generally good bookings for the USA this year despite the strong dollar and are aiming to keep prices stable for 2017.
The dollar is having a noticeable effect on incoming travel to the USA this year, according to participants at the recent IPW trade fair in New Orleans which attracted some 6,000 trade visitors from 73 countries. “We're feeling the headwinds,” admitted Chris Thompson, head of Brand USA. But instead of responding with price cuts, the marketing organization is promoting better value for money, for example by highlighting options to combine major destinations with lesser-known regions.
German tour operators are taking a similar approach after a surprisingly good year for US bookings. TUI and FTI have a single-digit rise in US sales, in revenue terms, while specialists such as CANUSA and America Unlimited have double- digit growth, mostly due to higher prices. In contrast, Thomas Cook admits “somewhat muted demand” and Dertour, after a record 2015, has lower sales as a result of double-digit price increases.
To stimulate demand, tour operators are trying to offer more value for money, such as with hotel upgrades, as well as with dynamic pricing using renegotiated rates. Demand for advance bookings of excursions and restaurants is also good, according to TUI, as they enable good budget planning. Tour operators have also stepped up their marketing for US destinations and offers. “We've put a lot of the budget into marketing together with the very active destination partners,” commented CANUSA. America Unlimited is also focusing on millennials.
There are also big price differences across the USA. New York, for example, is now cheaper than any time in the last five years thanks to low flight prices and thousands of new hotel rooms, according to FTI. Dertour pointed to an end to extreme price increases in Miami and San Francisco. Overall, the winter season was good for US sales on the German market and last year's record number of 2.1 million German visitors could be achieved again this year, experts believe. Looking ahead, German tour operators are hopeful they can keep prices generally stable for 2017 after negotiating rates with suppliers at IPW. “People have got used to the price level,” FTI believes. Meanwhile, this year's IPW host New Orleans will benefit next year from new twice-weekly direct flights from
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Germany by Condor, which sees “great potential” in the destination. The Louis Armstrong International Airport, which welcomed a record 10.7 million passengers last year, has been expanded with a new passenger terminal ready for higher numbers. (Source: Fvw June 29, 2016)
German Booking Situation Bookings slump in June ahead of summer holidays
German package holiday bookings dropped by 16% in June despite the rapidly approaching summer holidays but there are signs of a last-minute upturn for Turkey this month, according to market surveys and tour operators.
With school summer holidays due to start across most of Germany in mid- or late July, travel agents and tour operators had hoped for a surge of late bookings last month to compensate for weak sales during the spring.
But leisure travel sales by German travel agents slumped by 16% last month compared to the same month last year, according to the monthly GfK representative survey of some 1,200 travel agencies. This left cumulated sales for the summer 2016 season 8% lower than last year. Agents would now have to sell 22% of last year’s total revenues in the next four months to achieve zero growth for the season as a whole.
The GfK market researchers see this as highly unlikely. “Even if late sales and last- minute bookings pick up strongly in the coming weeks because of the end of the Euro 2016 championship and the wet summer weather, it is increasingly improbable that last year’s level can still be reached,” they commented.
There were few signs of a surge in late bookings last month, according to the survey. Last-minute sales for departures in June dropped by 1.5 percentage points to an all-time low of 4.3% while sales of July departures increased by only 1.8 percentage points to 20.2% in revenue terms.
In terms of departure months, May (-5.5%) and June (-5%) closed well behind last year, July sales are currently running at about last year’s level, August is showing a massive fall of 20% and the early autumn months of September (-6.6%) and October (-8%) are also trailing behind.
The GfK figures are significantly worse than those in the earlier monthly survey by IT services company TATS, which showed that leisure travel sales dropped by 2.4% in June, including a 4.2% rise in cruise holiday sales.
Many Germans appear to have decided on self-drive overland destinations, possibly combined with holiday homes, for this summer rather than book flight- based package holidays, according to some experts.
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VISITOR SERVICES REPORT- Lori Lou Waddell
June, July 2016
Visitor Profiles
Month Big Oasis Everglades Immokalee Marco Naples YTD Total Cypress Island
Year 2015 52,473 107,564 85,941 1,103 6,810 20,419 274,310
Jan 2016 13,771 10,393 10,533 91 1014 1,451 37,253
Feb 2016 11,330 17,095 12,849 86 1175 1,135 43,670
Mar 2016 10,619 16,897 15,209 156 1067 829 44,777
Apr 2016 4,803 8,938 8,689 175 556 443 23,604
May 2016 3,028 6,744 2,625 102 361 376 13,236
Jun 2016 2,794 5,211 2,253 270 354 10,882
Jul 2016 3,087 7,183 2,500 60 263 307 13,400
Aug 2016
Sept 2016
Oct 2016
Nov 2016
Dec 2016
Total YTD
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Naples Visitor Information Center Visitation
UK Scotland 7% INTERNATIONAL ORIGINS 7%
Netherlands 0% 7% 0% Canada 29% 0%
0% Germany 36% France 14%
Washington Wisonsin Oklahoma Arizona U.S. ORIGINS 4% 4% 4% 4% Virginia 11% Florida New Jersey 0% 29% 0% 4%
New Hampshire 0% 4%
0% Nebraska 4% 0% Georgia 0% 7% Minnesota 7% Indiana Massachusetts Maryland Michigan Illinois 4% 7% 4% 4% 4%
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Visitation
FIRST VISIT- YES FIRST VISIT- 46% NO 54%
Reason for Visit MTG/ OTHER 13%
LEISURE 87%
Both FLY & Transportation DRIVE 8%
FLY 49% DRIVE 43%
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Accomodations
HOTEL/ FAMILY/ MOTEL FRIEND 33% 39%
2ND HOME Seasonal 14% RENTAL 14%
Activities for the Period Set up tour of Shark Valley ~ inquire about pricing for FAMs Respond to all email inquiries relating to tourism FAM of Naples Bay Resort Take delivery of tourism partner rack cards UAC calendar for June/July delivered Final draft of VIC rack card approved and ordered Full page ad approved for Visitor Information Center Begin to distribute VIC rack card to tourism partners Rail Car meeting FAM requests for upcoming season include: Naples Bay Resort, Capt. Charles Wright, Naples Vacation Homes Update Visitor Counts for Collier County Visitor Information Centers Update Statistics for Naples Visitor Information Center Request all materials below par levels for Visitor Information Center from attractions, hotels, restaurants Manage VIC Vol Schedule Manage/update Calendar of Events for GNCC, Third Street South and Fifth Avenue South Manage daily operation of Visitor Information Center
Distribution 75 Naples on the Gulf and Downtown Guides to Naples Bay Resort 120 Packs of Downtown Guide to Inn on 5th 320 Downtown Guides to Inn on Fifth 100 Naples on the Gulf to Ritz Carlton Beach Resort for All State Insurance group meeting 50 Naples on the Gulf, Downtown Guide, Paradise Coast and Fifth Avenue Guide to Ritz Golf Resort for Florida Bar Attorneys Leadership Academy convention 175 Downtown Guide to Ritz Beach Resort
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Attendance Chamber of Commerce monthly events Sports Council of Collier County meeting CVB Sales Lunch Meeting Collier County Honor Flight-All Female Flight TDC Meeting CVB Marketing Planning Summit Meeting BCC Meeting to support Rail Car project as needed