Mid-Year Recap : January – June 2020 ... • Ongoing: Re- imagine efforts and partnerships...

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Transcript of Mid-Year Recap : January – June 2020 ... • Ongoing: Re- imagine efforts and partnerships...

  • Mid-Year Recap: January – June 2020

  • Quarter 1 Recap January – March 2020

  • STIA Transient Occupancy, ADR and Rev PAR Comparison YTD

    35.0%

    36.2%

    48.4%

    50.0%

    53.2%

    53.1%

    30% 35% 40% 45% 50% 55%

    weekend

    month

    5 Yr Avg 2019 2020

    $145.20

    $170.67

    $154.59

    $172.61

    $153.25

    $169.81

    $0 $50 $100 $150 $200

    weekend

    month

    5 Yr Avg 2019 2020

    $50.88

    $61.77

    $74.82

    $86.28

    $81.99

    $90.57

    $20 $45 $70 $95

    weekend

    month

    5 Yr Avg 2019 2020

    2020 YTD RevPAR

    (5 Yr. Avg. 2015-2019)

    Source: Smith Travel Research | rev. 3/31/2020

  • 2020 YTD Competitive Set

    OCCUPANCY AVERAGE ROOM RATE REVPAR

    Market 2020 2019 %Change 2020 2019 %

    Change 2020 2019 %

    Change

    Vancouver Downtown 31.7 72.2 -56.1 $152 $155 -2.3 $48 $112 -57.2

    Los Angeles CBD 35.4 79.9 -55.7 $181 $195 -7.5 $64 $156 -59.0

    Phoenix Central 39.1 87.1 -55.2 $189 $225 -15.8 $74 $196 -62.3

    Denver Downtown 28.1 75.4 -62.8 $169 $168 0.4 $47 $127 -62.6

    San Diego CBD 31.8 82.8 -61.6 $189 $215 -12.2 $60 $178 -66.3

    Portland CBD 28.8 77.5 -62.8 $145 $161 -10.2 $42 $125 -66.6

    San Francisco Market St 24.3 78.1 -68.9 $208 $286 -27.1 $51 $223 -77.3

    Bellevue-Eastside 15.9 68.6 -76.8 $169 $192 -11.8 $27 $132 -79.6

    Seattle TIA 18.3 79.0 -76.9 $157 $179 -11.9 $29 $141 -79.6

    Source: Smith Travel Research | rev. 3/31/2020

  • STR Seattle Downtown History & Forecast

    Occupancy ADR RevPAR

    Year % % Change $ % Change $ % Change

    2015 82.1 0.4 ▲ 195.62 8.0 ▲ 160.64 8.4 ▲

    2016 82.0 -0.1 ▼ 202.21 3.4 ▲ 165.91 3.3 ▲

    2017 83.6 1.9 ▲ 213.17 5.4 ▲ 178.19 7.4 ▲

    2018 81.3 -2.8 ▼ 219.60 3.0 ▲ 178.48 0.2 ▲

    2019 79.3 -2.4 ▼ 205.33 -6.5 ▼ 162.79 -8.8 ▼

    2020* 36.8 -53.6 ▼ 144.49 -29.6 ▼ 53.10 -67.4 ▼

    Source: Smith Travel Research, Size of Subset: 12,943 rooms | rev. 05/29/2020 *Forecast

  • Collections *City collections are booked to the month for which they were collected (not collection date)

    • Collections are impacted by hotel closures due to COVID-19 • Q1 2020 YTD:

    (13) hotels outstanding

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2020 YTD Total

    2020 Budget Total

    Variance

    City Collections*

    $590,167 $556,663 $1,590 $721,999 $789,626 $816,587 $856,778 $855,553 $789,860 $801,852 $599,132 $539,798 $1,148,420 $8,650,000 ($7,501,580)

  • $179,007

    $1,262,816

    $69,106 $151,396

    $0 $136,204

    $0

    Administration (Salaries & Operating Exp)

    Advertising

    Fams, Sites, Press trips

    Partnerships

    Client Events/Sales Missions

    Special Events

    Market Research

    STIA Expenses M A R C H 2 0 2 0 Y T D

  • International Tourism J O H N B O E S C H E

  • International Visitation to Seattle P r o j e c t e d C O V I D - 1 9 I m p a c t : 2 0 2 0 - 2 0 2 1

    Source: Tourism Economics | rev. 03.21.20

  • S h o r t - Te r m A c t i o n s • A c c o m p l i s h e d : E l i m i n a t e e x p l o r a t o r y e f f o r t s i n S E A s i a , I n d i a a n d M e x i c o . • A c c o m p l i s h e d : R e d u c e i n - m a r k e t a g e n c y c o n t r a c t s ( a l l s u n s e t o n 0 7 . 3 1 . 2 0 2 0 ) . • A c c o m p l i s h e d : P r i o r i t i z e k e y o v e r s e a s m a r k e t s w i t h r e v i s e d c r i t e r i a . • O n g o i n g : F o c u s o n 2 0 2 1 p r o d u c t d e v e l o p m e n t w i t h h o t e l a n d a t t r a c t i o n p a r t n e r s .

    L o n g - Te r m A c t i o n s • O n g o i n g : R e - i m a g i n e e f f o r t s a n d p a r t n e r s h i p s w i t h d o m e s t i c t r a v e l t r a d e . • A w a i t i n g : F o c u s o n C a n a d a w h e n b o r d e r r e s t r i c t i o n s e a s e ( c u r r e n t b a n s e t t o e x p i r e

    0 6 . 2 1 . 2 0 2 0 ) a n d c o n s u m e r s e n t i m e n t s u p p o r t s d e s t i n a t i o n m a r k e t i n g . • A w a i t i n g : P a r t n e r w i t h a i r l i n e a n d i n f l u e n t i a l m e d i a / t r a d e t o g e n e r a t e a w a r e n e s s i n t o p

    1 - 2 o v e r s e a s m a r k e t ( s ) .

    Short-Term and Long-Term International Strategy

  • Marketing A L I D A N I E L S

  • S U B T E X T

    Seattle Museum Month

    • 6th annual Seattle Museum Months with 41 hotels and 62 hotels participating

    • Over 14,000 redemptions made at the museums

    • Ran a 12-week media campaign and saw 17.4M total impressions, with 2.6M coming directly from social. Campaign videos were viewed 4.2M times and saw 21,600 website visits, with 64% of web traffic coming from outside WA

    • Over 10K room nights booked and 26K travelers during the month of February

    H i g h l i g h t s

  • Demand Generation H I G H L I G H T S

    • Kicked off 2020 with another Demand Generation campaign that was planned to run throughout the year.

    • In the first six weeks, we saw 160,000 visits to the book page on visitseattle.org and drove over 1500 room bookings, yielding a 4:1 ROI.

    • This media was paused in early March due to COVID-19 and will be resumed once travel to the region has been deemed safe.

  • New Agency

  • New Agency

  • COVID-19 RESPONSE As the impacts of COVID-19 became apparent, we quickly shifted our strategy to align with public sentiment. This approach included:

    • Temporary Homepage including virtual Seattle experiences, list of hotels that remain open and restaurants offering delivery and to-go services.

    • Print/Social campaign to garner support for our hospitality community Special Edition Localist Shared a blog post with downloadable Seattle backgrounds for Zoom.

    • Deployed a Localist email promoting our VISITSEATTLE.tv videos to help our audience of 100,000 people dream of Seattle from afar.

  • Monthly Activities and Web Analytics* J A N U A R Y - M A R C H

    visitseattle.org | YTD, YOY visitseattle.TV | YTD

    N um

    be r

    of V

    is it

    or s

    N um

    be r

    of V

    is it

    or s

    0

    10,000

    20,000

    30,000

    40,000

    50,000

    60,000

    70,000

    80,000

    Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

    2017 2018 2019 2020

    0

    50,000

    100,000

    150,000

    200,000

    250,000

    300,000

    Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

    2017 2018 2019 2020

    * t r a f f i c i s a f f e c t e d b y p a u s i n g p a i d m a r k e t i n g c a m p a i g n s d u e t o C O V I D - 1 9

  • Public Relations K A U ’ I L A N I R O B I N S O N

  • Outbound Travel

    N E W Y O R K C I T Y J A N U A RY 2 0 2 0

    • International Media Marketplace – New York: Ui Robinson and Addie Davis attended IMM, where they met with over 30 media and pitched What’s New in Seattle, upcoming campaigns and more.

    • HSMAI Adrian Awards: Ui and Addie also represented the PR team at the HSMAI Adrian Awards. The PR department received three awards – two gold and one bronze for stories in The Los Angeles Times and AFAR, as well as for the PR campaign on the Washington State Convention Center Groundbreaking.

  • CIRCULATION TOTAL: 189,552,629

    TOTAL STORIES: 146

  • Leisure Media Coverage Jan. - March

    CIRCULATION TOTAL: 468,588,087

    TOTAL STORIES: 96

  • Top Media Coverage Jan. - March

  • Pr es

    s R el

    ea se

    s FEBRUARY • 2/24/20 – SEATTLE CELEBRATES TENTH YEAR OF RECORD-BREAKING TOURISM SEASON WITH MORE THAN 41 MILLION VISITORS IN

    2019

    JANUARY

    • 1/30/20 – SEATTLE MUSEUM MONTH STARTS SATURDAY

    • 1/16/20 – CULTURAL ADVENTURES ABOUND IN SEATTLE THIS WINTER

    • 1/31/20 – TASTE WASHINGTON ANNOUNCES TOP CHEF AND WINERY LINEUP TO CELEBRATE REFRESHED EXPERIENCE – TICKETS ON SALE NOW

  • H os

    te d

    • Becca Ingle, Influencer • Harriet Baskas, CNBC • Sheila Hansen, BCLiving Magazine • Christina Montoya Fiedler, Parents Magazine, PopSugar • Rob Le Donne, SNL, The Daily Beast • Patrick T. Cooper, South Fulton, Houston Style, Man About World • Jennifer Cunningham amNY, Bossip, Chowhound • Wendy Hu, Influencer • Kimberly Tate, Influencer • Elizabeth Hoke, Riley Magazine • Daily Hive journalists • Mathieu Perrault, La Presse • Ilina Stranberg & Andrea Vaucher, Vancouver Boulevard Magazine/Thrive Global • Alyse Whittney Domino, Rachel Ray Magazine, Saveur, bon appetit • Emy Rodriguez Flores, Redbook • Emily Shea, Charlotte & Ashville Lifestyle • Jim Gordon, The Travel Guys • David Duran, themanual.com, UPROXX

    Jo ur

    na lis

    ts

  • 2 0 2 0

    Looking Forward

    M E D I A M I S S I O N S • Toronto • Los Angeles • Houston & Dallas • New York City