sales & revenue
Post on 22-May-2022
4 Views
Preview:
TRANSCRIPT
1
SALES & REVENUEADVISORY COMMITTEE
October 24, 2019
ALISHA VALENTINE
DIRECTOR OF RESEARCH AND ANALYTICS
RESEARCH UPDATE
3
YEAR-TO-DATE SJU ARRIVALSJAN 1 , 2015 – SEPT 30, 2019
Source: AeroStar
+1.6%TOTAL ARRIVALS FROM 2017
4
Source: Smith Travel Research + AirDNA
LODGING REVENUEJAN 1, 2015-SEPT 30, 2019
+11.2%OVER RECORD HIGH IN 2017, DUE TO INCREASED ADR
+84.5%RENTAL INCREASE FROM PREVIOUS HIGH IN 2017
5
+3.4%INCREASE IN TOTAL INVENTORY OVER 2017
-12.6%DECLINE IN HOTEL INVENTORY FROM 2017
Source: Smith Travel Research + AirDNA
INVENTORY CONTINUES TO INCREASEJAN 1 , 2015 – SEPT 30, 2019
+60.7%INCREASE IN RENTAL INVENTORY OVER 2017
6
LODGING OCCUPANCYJAN 1, 2015-SEPT 30, 2019
INCREASES IN RENTAL INVENTORY COLLIDES WITH INCREASED OCCUPANCY.
7
Hotel Demand Rental Demand
Source: Smith Travel Research + AirDNA
8
SEPTEMBER DIP QUICKLY REBOUNDING
Source: Smith Travel Research
9
FORECASTED GROWTH - 2020Pace of booking for 2020 running higher for all types of business – with group sales coming to fruition.
Source: TravelClick Demand360
29%
21%
34%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Total Leisure Group Business
2020 Q1 & Q2 Committed Occupancy (Year-over-Year Change as of Oct. 2019)
10
MEDIA PERFORMANCE METRICSADARA
11
MEDIA PERFORMANCE METRICSADARA
12
MEDIA PERFORMANCE METRICSADARA
13
MEDIA PERFORMANCE METRICSARRIVALIST
April 15Leaves Home inDallas, TXExposed to Media?Unexposed?
April 15Arrives at Luis Muñoz Marín International
Airport
April 16Visits El YunqueNational Forest
Visits Casa Bacardi
April 18
We measure the location change of visitors from the moment they leave home, to where they visit while in Puerto Rico until finally returning home.
April 22Returns Home
April 15Stays at
Four Points by Sheraton
Caguas Real Hotel & Casino
14
Origin DMA % Trips Avg. Length of Stay
New York 15.7% 3 Days, 22 Hours
Orlando 13.7% 3 Days, 12 Hours
Miami 12.6% 2 Days, 16 Hours
Tampa 5.9% 3 Days, 15 Hours
Philadelphia 4.1% 4 Days, 5 Hours
Washington Dc 3.8% 4 Days
Atlanta 3.4% 3 Days
Boston 2.8% 4 Days, 4 Hours
West Palm Beach 2.4% 2 Days, 22 Hours
Chicago 2.3% 4 Days
Dallas/Ft Worth 2.0% 3 Days, 17 Hours
WHERE VISITORS COME FROM: BY CITY
15
TRIPS OUTWARD TO THE OTHER REGIONSFROM THE GREATER SAN JUAN METRO AREA TO WHERE?
Primary Arrival
Greater San Juan Metro Area
Secondary Trip
North 22.4%
East-North 19.1%
Center 14.6%
South 12.2%
West-North 10.0%
West-South 9.4%
East-South 7.6%
Culebra 2.5%
Vieques 2.1%
Date Range: 9/1/2018 – 8/29/2019 Primary Universal Panel SJ Metro Areas Blended
16Date Range: 9/1/2018 – 8/29/2019 Primary Universal Panel SJ Metro Areas Blended
HOW VISITORS ARE EXPERIENCING PUERTO RICOMORE THAN 50% OF TIME IS SPENT OUTSIDE OF THE GREATER SAN JUAN METRO AREA, WHAT DOES THAT LOOK LIKE?
46
27.8 25.615.4
34.4 41.2 35.8 31.315.4
41.4
92.8
114.6 115.6127.4 122.3 121.6 125 123 125.6 129.4
0
20
40
60
80
100
120
140
Avg. Hours in Region Avg. Hours in Puerto Rico
One Day
17
DO MORE: Mobile location data shows 8.2% of visitors arriving into SJU visiting El Yunque, 8% visiting La Placita, & 3.4% visiting Casa Bacardi
STAY LONGER: Visitors exposed to DPR media stay 11.7% longer than other visitors, an average of 4 days, 9 hours
SPEND MORE: Visitors exposed to the paid media are paying a higher ADR than average
SOURCE: Arrivalist & ADARA Impact
IMPACT OF PAID MEDIA ON TRIPSActivity by Exposed Consumers Since Campaign Launch April 2019
18
VISITOR ENGAGEMENT STUDYDesigned to understand visitors and influence of paid, owned and earned media
RFP issued; 6 responses
Awarded to Destination Analysts
Technology-forward approach─ GPS based targeting to deliver survey to known visitors─ Retargeting known Puerto Rico bookings through Adara platform─ Owned audience targeting
Muelle de la LibertadBoquerón, Puerto Rico
MARKETING UPDATELEAH CHANDLER
CHIEF MARKETING OFFICER
WEBSITE UPDATE
20
21
MoM: September 2019 vs. August 2019
• Sessions are down <1%
• Pageviews down 6%
• Bounce rate up 8%
• Time-on-site down 8%
• Organic visits up 9%
Post-launch conversions and visitor demographics:
• Total of 104,652 referrals to 2,405 tourism businesses and POIs
• 9,302 eNews subscriptions
WEB PERFORMANCE STATS
YoY: September 2019 vs September 2018
• Sessions are down 12%
• Pageviews down 6%
• Bounce rate up 35%
• Time-on-site up 200%
• Organic visits up 245%
SOCIAL UPDATE
22
Facebook:
• Followers: 1,035,012
• Interactions: up 10%
• Monthly Reach: up 62.2%
• Monthly Impressions: up 33.2%
Twitter:
• Monthly Impressions: 192,000
WEB PERFORMANCE STATS
Instagram:
• Followers: 111,861
• Average Reach: up 51.5%
• Monthly Impressions: up 25.4%
2ND YEAR ANNIVERSARY APPROACH
“BIENVENIDOS” “THANK YOU”(2018) (2019)
BRAND USAPROGRAM UPDATE
26
Promotion: Completion incentive wrapped in UK market. Launches in Germany market in October.
Site Status: DPR’s site is live in all markets which include: Australia, Brazil, China, France, Germany, India, Ireland, Italy, Mexico, New Zealand, South Korea and UK.
─ Global English: usadiscoveryprogram.com/extra-learning/discover-puerto-rico
─ Australia/New Zealand: usadiscoveryprogram.com.au/extra-learning/discover-puerto-rico
─ Germany: usadiscoveryprogram.de/extra-learning/puerto-rico
─ South Korea: usadiscoveryprogram.kr/extra-learning/discover-puerto-rico
─ Brazil: usadiscoveryprogram.com.br/extra-learning/conheca-porto-rico
─ China: usadiscoveryprogram.cn/extra-learning/discover-puerto-rico
─ India: usadiscoveryprogram.in/extra-learning/discover-puerto-rico
─ UK: usadiscoveryprogram.co.uk/extra-learning/discover-puerto-rico
─ Mexico: usadiscoveryprogram.mx/aprende-m%C3%A1s/descubre-puerto-rico
─ Italy: usadiscoveryprogram.it/extra-learning/alla-scoperta-di-porto-rico
─ France: usadiscoveryprogram.fr/extra-learning/decouvrir-porto-rico
USA DISCOVERY PROGRAM
27
VISIT THE USA SUBSITEStatus:
─ All sites/pages live at https://discoverpuertorico.visittheusa.com
Promotions: Outbrain campaign launched June 20th and runs 6 months.
Site Traffic: June 19 – Sept 30:
─ Pageviews: 320,540
─ Unique pageviews: 299,783
─ Avg Time on Page: 1:34
28
MICE MARKETING
29
ASAE ANNUAL MEETING
20 x 50 Booth
Power Station Sponsorships
ASAE Partner Challenge
30
IMEX AMERICA The team served authentic coffee, held a press conference for industry media, conducted appointments with meeting planners.
Connecting with over 400 total contacts, including 30 media representatives.
31
CONNECT MARKETPLACE40 x 40 Coffee Activation
175 Appointments
E-Blasts and Social Media Promotions leading up to Connect Marketplace 2019.
32
CVENT ADVERTISING
33
MICE PR July 2018 to Present
Total Impressions: 73,611,378
Total Ad Value: $1,470,336.46
September 2019
Total Impressions: 955,297
Total Ad Value: $17,859.29
Flamenco beachCulebra, Puerto Rico
LEISURE MARKETING
35
ASTALunch & Learn
General Session & Tradeshow Break Sponsorship
10 x 20 Booth
Webinar on December 12
Custom E-Blast to 8,000
Banner Ad on Travel Advisor to
75,000 recipients
36
VIRTUOSO TRAVEL WEEK
Upcoming Live Educational Webinars
Learning Module
Incentive
37
TRAVEL ALLIANCE
38
LEISURE PUBLIC RELATIONS Recent Coverage Highlights:
Insider Travel Report – Insider Video: Discover Puerto Rico Promotes the Recovery of a Destination
TravelPulse – Puerto Rico Works to Improve Perception with Travel Advisors
TravelPulse – Puerto Rico Reveals Record Comeback of Tourism Industry on Anniversary of Hurricane Maria
39
CO-OP UPDATEJEAN MALLEY VEGA MILES PARTNERSHIPS
40
CO-OP PROGRAM OVERVIEW
Program Includes:
Owned Channel─ Featured Listings─ Leads Program─ Native Display─ Third Party Media
• Banners and Email
Events & Tradeshow
Video
41
CO-OP PROGRAM NATIVE DISPLAYProgram Includes:
Full run of site advertising
Banner ad creation with image, business name, brief description and call to action
Link to your business listing on DiscoverPuertoRico.com or your site
42
CO-OP PROGRAM OVERVIEWFEATURED LISTINGProgram Includes:
Complete business listing, including: description, images, address, phone number, website, email, hours and amenities, tagged to region and category.
Priority placement on listings page, including sorting by category and region, and featured flag.
Participating partners will be featured into 2020.
43
CO-OP PROGRAM LEAD GENERATIONProgram Includes:
When website visitors sign up to receive information about the island, they can request to receive information about your business directly from you.
Image, business name and brief description on subscription page
List of collected leads with direct contact information, including name, email and mailing address, on a weekly basis
44
*Professional on-camera talent not included, but available as an add-on option. Our team can also work with talent sourced directly by your business, such as staff members or other locals selected at your discretion, at no additional cost.
CO-OP PROGRAM - VIDEO CONTENTProgram Includes*:
Custom video content plan dedicated to telling your unique story
(1) Music-driven, storytelling-focused high-res video, up to 90 seconds
(1) Full day on-location shoot, up to 10 hours, with 1 videographer
Drone equipment included; usage based on flight regulations at selected locations
Full rights to final video and b-roll in perpetuity
Video to be co-branded with Discover Puerto Rico
3 months ROS native banner advertising driving to video
Buy-up options: on-screen talent, full-day shoot, voiceover/speaking segments & social cuts
45
CO-OP PROGRAMPARTICIPATION T0 DATE
10 Featured Listings
2 Leads
3 Native Display
5 Third Party Email Deployments(4 partners each)
─ Passport 10/31 Deployment ─ ePro 10/8 Deployment─ New York Times 11/19 Deployment─ New York Times 12/4 Deployment
9 Video Programs
46
An attraction in San JuanSaw pageviews up 99%and clicks to site up 22%in addition to 269 leadssince 7/29
Featured listing since 7/29
CO-OP PROGRAM - SAMPLE RESULTS
A local tour operator Saw pageviews up 153%and clicks to site up 75%
Featured listing since 9/1
A local hotel Saw pageviews up 493%and clicks to site up 470%
Featured listing since 9/1
47
Another local tour operatorSaw pageviews up 167%and clicks to site up 46%
Featured listing since 9/1
CO-OP PROGRAM - SAMPLE RESULTS
Another local hotel
Saw pageviews up 32%and clicks to site up 29%
Featured listing since 8/26
48
32% of the hotel bookings happen on the same day of the user’s most recent visit to the website!-Adara Impact data
CO-OP PROGRAM
ED CAREY CHIEF SALES OFFICER
KIM DAROJA VICEPRESIDENT OF SALES
SALES UPDATE
50
LEADS GENERATED & DEFINITE BOOKINGSJAN 1 ST- SEP 30TH
793730 761
397
835
187 185 173103
197
0
200
400
600
800
1,000
2015 2016 2017 2018 2019Leads Generated Contracted Events
51
LEADS REQUESTED ROOM NIGHTS & CONTRACTED ROOM NIGHTS JAN 1 ST- SEP 30TH
613,071
458,523510,591
284,133
540,891
137,54984,141
112,50253,022
101,704
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2015 2016 2017 2018 2019Requested Rooms Contracted Rooms
52
SALES PIPELINE AS OF OCTOBER 17, 2019
Leads
0
50
100
150
200
250
300
350
400
450
Requested Room Nights
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
154
457
158,526
365, 230
$314,097,800 Economic Impact
Jul 2018 Oct 2019 Jul 2018 Oct 2019
53
PRODUCTION YOY STATS – FY 2019-2020July 2019
– Sept 2019
July 2018 – Sept 2018
Variance Trends
Definite Bookings 58 16 +263%
Booked Room Nights 28,152 6,176 +356%
Definite Booking Conversion 25% 17% +47%
New Leads CreatedRoom Night Potential
224124,705
13171,364
+71%+75%
54
YOY DEFINITE ROOM NIGHTS BY MARKET CATEGORY
Association54%
Corporate43%
Specialty3%
JULY 2019 – SEPTEMBER 2019
Association
44%
Corporate31%
Specialty25%
JULY 2018 – SEPTEMBER 2018
55
DEFINITE ROOM NIGHTS BY MARKET SEGMENT JULY- SEPTEMBER 2019
17%12%12%
10%9%
7%5%
3%3%3%3%3%3%3%
2%2%
OtherHi Tech or ComputersSports or Recreational
Health & Medical -…Service
Finance or InsuranceMilitary/Patriotic/Veterans
Arts or EntertainmentDistribution or Wholesale
EducationEngineering
Goverment or Public Admin.Legal
Tourism RelatedConstruction
Cosmetics
56
NEW LEAD ROOM NIGHTS JULY- SEPTEMBER 2019
Association25%
Corporate63%
Specialty12%
West & Southwest
19%
Mid-West21%
Mid-Atlantic
13%
Southeast16%
Northeast14%
North East-New England
7%
Caribbean5%
Canada2%
International3%
Category
Region
57
NEW LEAD ROOM NIGHTS BY MARKET SEGMENTJULY- SEPTEMBER 2019
16%14%
11%9%
7%6%6%
5%5%
4%4%
3%3%3%
3%2%
Other
Service
Hi Tech or Computers
Education
Sports or Recreational
Finance or Insurance
Pharmaceutical - Corporate
Agriculture
Communications
Management/Consulting
Health & Medical -…
Arts or Entertainment
Manufacturing
Tourism Related
Incentive
Distribution or Wholesale
58
NEW CORPORATE LEADS BY REGION JULY- SEPT 2019
1%
2%
25%
21%
8%
13%
11%
16%
3%
Canada
International
W & SW
Mid-West
Mid-Atlantic
Southeast
NEast-New England
Northeast
Caribbean
59
NEW ASSOCIATION LEADS BY REGION JULY- SEPT 2019
2%
3%
7%
23%
25%
18%
2%
11%
9%
Canada
International
W & SW
Mid-West
Mid-Atlantic
Southeast
NEast-New England
Northeast
Caribbean
60
PUERTO RICO CONVENTION CENTER
61
CONVENTION CENTER AND EL DISTRITOHistoric Alignment of Resources
El Distrito as a Demand Driver
Advanced Targeting through MINT─ Convention Commitment Calendar
Procedural Enhancements
Convention Focused FAMS
62
MINT PROSPECTING STRATEGYSimilar Convention Centers nationwide
910 organizations fit within the District
1.2 Million room nights
1,316 organizations that fit metro wide.
3.1 Million Room NightsOrganization
StateConventions
CA 316TX 316VA 315DC 292IL 254
MD 134WA 111NY 103
Conventions That Can Be Accommodatedby Room Block Requirements and Commitments
District Only
Whole Island
63
El MorroSan Juan, Puerto Rico
LEISURE SALES STRATEGIC INITIATIVES
64
Partner Initiative
Consortia/Wholesale/Other• Webinars and/or call center visits underway and scheduled by partner• ALG Fam Dec
Travel Alliance• Education Platform is being translated to Spanish• Education platform has been promoted out three times to Travel Alliance advisors through the
Travalliance Media database of around 96, 000 travel advisors
Luxury • Four Virtuoso webinars have been scheduled. Schedule to be sent to 5 Virtuoso member hotels.
CRM Strategy
• Segmentation strategy completed• Data cleanse completed (38, 955 records).• Accounts compared against TaConnect data base• 14, 726 unique contacts
Group & Leisure Roadshows
• Northeast Sales Mission & Roadshow• Southeast Sales Mission Week & Roadshow• Million Dollar Listing Event around the Prestige Show (West Sales Mission & Roadshow)• Leisure Northeast Roadshow
LEISURE UPDATES
65
CRM STRATEGY• Segmentation strategy designed
• Data cleanse completed (38, 955 records)
• Accounts compared against TaConnect data base
• Our database consists of 14, 726 unique contacts
• Ongoing customer acquisition and list cleaning
• Promotional outreach opportunities
66
Month Sales Initiatives Market Dates Location
September Northeast Sales Mission & RoadshowGroup/Leisure
September 23-26, 2019
Westfield, NYC, Philadelphia and
New Jersey
October Southeast Sales Mission Week &
Roadshow Group/Leisure
October 14-17, 2019 Atlanta, GA
November Million Dollar Listing Event around the
Prestige Show Group/Leisure
November 3-7, 2019Los Angeles &
San Francisco, CA
November Northeast Roadshow Leisure November 18-20, 2019 Boston, Westchester
and West Orange
SALES MISSIONS
67
Month Sales Initiatives Market Dates Location
October Travel Impressions-ALG Leisure October 1-3, 2019
October Ensemble Conference Leisure October 23-27, 2019 Seattle
October AWTA Leisure October 28, 2019 New York City
December Signature Conference Leisure December 2-5, 2019 Las Vegas
TRADESHOWS/INDUSTRY EVENTS
Toro VerdeOrocovis, Puerto Rico
VANESSA FIGUEROA
DIRECTOR DESTINATION SUPPORT SERVICES
DESTINATION SUPPORT SERVICES
69
FAM TRIPS FAM Conversion Rate─ December 2018 – 30%, 2 leads still open─ March 2019 - 10%, 4 leads open─ June 2019 – 14% , 5 leads open─ September 2019 – 10 leads open
Next MICE FAM – December 5th – 8th – expecting 15 vetted planners/decision makers─ Apple Leisure – December 4th – 11th─ International FAM – December 10th – 13th
70
SITE INSPECTIONS & REFERRALS72 sites FY 2018 – 2019 – conversion rate 57% -Amazing results!
25 sites July – October – conversion rate 20%
Referrals – in 15 months over 600 referrals sent to 116 different partners (doesn't include leads)
71
POST SITE INSPECTION EVALUATIONSJULY – SEPT RESULTS
53 surveys between July and September
Hotels visited were:─ El San Juan Hotel─ Caribe Hilton─ Intercontinental─ Condado Plaza─ Hyatt House─ San Juan Marriott─ Sheraton Puerto Rico─ La Concha─ Hyatt Coco Beach─ Wyndham Grand─ St. Regis Bahia Beach
72
SURVEY RESULTS & COMMENTS
"Hadassha was very hospitable and a pleasure to work with. the property was beautiful and the plan of action for our event was well thought out."
73
SURVEY RESULTS & COMMENTS
"Hotel was not what I expected. Will not be an option for the program. Site manager was not flexible when I voiced what was important for the group. "
74
SURVEY RESULTS & COMMENTS
"The General Manager of the hotel was spectacular! They made us feel very comfortable being our program to the property".
THANK YOU
top related