tourism recovery plan · 2020-05-02 · total lodging demand (jan-dec) 4,439,229 4,326,495...
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TOURISM RECOVERY PLAN
OBJECTIVES AND KPI’S
INDUSTRY/ISLAND CONSIDERATIONS
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BUILDING UPON OUR STRENGTHS
SITUATIONAL ANALYSIS
TOTAL LODGING DEMAND(JAN-DEC)
4,439,2294,326,495
4,582,765
4,110,891
4,688,354
TOTAL LODGING REVENUE(JAN-DEC)
Hotels $823,719,543 $734,857,604 $730,073,522 $664,894,622 $703,170,875
Indp Rental Demand $16,242,378 $47,056,546 $121,360,807 $135,119,148 $250,425,327
$839,961,921
$781,914,150
$851,434,329$800,013,770
$953,596,202
REVENUE PER AVAILABLE ROOM(JAN-DEC)
AIRPORT ARRIVALS SAN JUAN, AGUADILLA, AND PONCE (JAN-DEC)
LODGING TAXES TAX BASE GROWING PRE-COVID
DRAMATIC DROP OFF IN DEMAND
HOTEL OCCUPANCY %PUERTO RICO VS. U.S. AVERAGE MARCH 1-APRIL 4
MORE DRAMATIC IMPACT TO HIGHER CLASS PROPERTIES
2020 PUERTO RICO FISCAL YEAR FORECAST
Current - June 2020 YoY Occupancy as of…
Total Leisure Group
1/5/2019 12.3% 4.3% 17.5%
1/12/2019 4.4% -1.4% 10.8%
1/19/2019 2.5% 1.3% 7.9%
2/29/2020 -0.5% -3.8% 3.8%
3/8/2020 -5.9% -5.2% -5.0%
3/15/2020 -21.1% -17.6% -17.9%
3/22/2020 -41.0% -41.7% -34.4%
3/29/2020 -51.8% -52.4% -46.7%
4/5/2020 -62.1% -66.6% -48.6%
LONGER-LASTING IMPACTS OF ECONOMY
LODGING REVENUES COULD BE CUT IN HALF
IMPORTANCE OF TRAVEL HEIGHTENED
69.1%
82.8% 43.1%
CONSUMERS WILL CHANGE BEHAVIORAVOIDING CROWDED DESTINATIONS
LEERY OF GETTING ON A FLIGHTTRAVEL VIA AIR AND CRUISE PERCEIVED AS UNSAFE
TRAVELER BEHAVIOR RESPONSE TO COVID-19
WEEKLY HOTEL OCCUPANCYQ1 2019 VS Q1 2020
MICE ROOM NIGHTS BOOKED 1ST QUARTER
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RECOVERY AMIDST A NEW NORMAL
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EVERY ECONOMIC CRISIS PRODUCES 3 OUTCOMES
Unwanted Problems
Unanticipated Challenges
Unprecedented Opportunities
STRATEGIC APPROACH TO LEAD RECOVERY
COVID-19 ACTION PLAN (CAP): DESTINATION MARKETING & SALES STRATEGY FOR RISK MITIGATION & RECOVERY
COVID-19 ACTION PLAN (CAP)DESTINATION MARKETING & SALES RECOVERY STRATEGY
PHASE 1: IMPACT
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PHASE 2: REGROUP
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PHASE 3: REBOUND
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PHASE 4: NEW NORMAL
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COVID-19 ACTION PLAN (CAP)DESTINATION MARKETING & SALES RECOVERY STRATEGY
COVID-19
COVID-19 DECISION FUNNEL
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COVID-19 ACTION PLAN (CAP)KEY COMPONENTS
BUILDING UPON PAST SUCCESS
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ADVERTISING
LEISURE•
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TRADE•
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EARNED MEDIAEARNED MEDIA
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SALESLEISURE
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MICE•
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ECONOMIC IMPACT COVID-19 ACTION PLAN (CAP)
PACE OF RECOVERY DETERMINED BY LEVEL OF INVESTMENT
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STRATEGIC OBJECTIVESIMPACT ANALYSIS
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