Mid-Year Recap : January – June 2020...• Ongoing: Re- imagine efforts and partnerships with...
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Mid-Year Recap: January – June 2020
Transcript of Mid-Year Recap : January – June 2020...• Ongoing: Re- imagine efforts and partnerships with...
Mid-Year Recap: January – June 2020
Quarter 1 RecapJanuary – 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 YTDCompetitiveSet
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 Dec2020YTD 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 ExpensesM A R C H 2 0 2 0 Y T D
International TourismJ O H N B O E S C H E
International Visitation to SeattleP 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
MarketingA 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 RESPONSEAs 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
Num
ber
of V
isit
ors
Num
ber
of V
isit
ors
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 RelationsK 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 YJ 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 CoverageJan. - March
CIRCULATION TOTAL: 468,588,087
TOTAL STORIES: 96
Top Media CoverageJan. - March
Pres
s Rel
ease
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
Hos
ted
• 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
Jour
nalis
ts
2 0 2 0
LookingForward
M E D I A M I S S I O N S• Toronto• Los Angeles• Houston & Dallas• New York City
U P C O M I N G C A M PA I G N S• Taste Washington – March 2020
Quarter 2 RecapApril – June 2020
STIA Transient Occupancy, ADR and Rev PAR Comparison June 2020 YTD
24.7%
25.1%
56.4%
56.1%
57.8%
56.7%
20% 30% 40% 50% 60%
weekend
month
5 Yr Avg 2019 2020
$140.54
$163.28
$177.88
$196.48
$183.91
$197.69
$0 $50 $100 $150 $200 $250
weekend
month
5 Yr Avg 2019 2020
$34.66
$41.02
$100.26
$110.14
$108.16
$113.39
$20 $45 $70 $95 $120
weekend
month
5 Yr Avg 2019 2020
June 2020 YTD RevPAR
(5 Yr. Avg. 2015-2019)
Source: Smith Travel Research | rev. 6/30/2020
June 2020 YTDCompetitiveSet
OCCUPANCY AVERAGE ROOM RATE REVPAR
Market 2020 2019 %Change 2020 2019 %
Change 2020 2019 % Change
Vancouver Downtown 12.6 92.2 -86.3 $109 $265 -59.1 $14 $245 -94.4
San Francisco Market St 24.7 86.1 -71.4 $110 $262 -58.0 $27 $226 -88.0
Seattle TIA 15.9 88.4 -82.0 $122 $248 -50.9 $19 $219 -91.2
San Diego CBD 27.0 86.4 -68.7 $137 $226 -39.4 $37 $195 -81.0
Denver Downtown 25.2 87.0 -71.0 $101 $210 -51.9 $25 $182 -86.1
Bellevue-Eastside 16.1 85.0 -81.1 $112 $214 -47.5 $18 $182 -90.1
Los Angeles CBD 30.3 82.1 -63.1 $120 $214 -44.0 $36 $176 -79.4
Portland CBD 18.6 87.0 -78.6 $111 $190 -41.7 $21 $165 -87.5
Phoenix Central 37.2 67.6 -45.0 $90 $124 -27.3 $33 $84 -60.0
Source: Smith Travel Research | rev. 6/30/2020
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 ▼ 162.78 -8.8 ▼
2020* 30.9 -61.0 ▼ 150.58 -26.7 ▼ 46.53 -71.4 ▼
2021* 55.1 78.2 ▲ 154.72 2.8 ▲ 85.19 83.1 ▲
Source: Smith Travel Research, Size of Subset: 11,783 rooms | rev. 07/20/2020*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 • Q2 2020 YTD:
(22) hotels outstanding
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2020YTD Total
2020 Budget Total
Variance
City Collections*
$591,905 $587,160 $141,190 $39,778 $39,806 $56,676 $856,778 $855,553 $789,860 $801,852 $599,132 $539,798 $1,456,515 $8,650,000 ($7,193,485)
$313,132
$1,290,015
$107,870
$221,311
$0$136,204
$36,508
Administration (Salaries & Operating Exp)
Advertising
Fams, Sites, Press trips
Partnerships
Client Events/Sales Missions
Special Events
Market Research
STIA ExpensesJ U N E 2 0 2 0 Y T D
International TourismJ O H N B O E S C H E
01.
TIT
LE H
ERE
International Visitation to SeattleP r o j e c t e d C O V I D - 1 9 I m p a c t a n d R e c o v e r y S h o w n i n 2 0 2 0 - 2 0 2 1 ( 0 0 0 s )
Source: Tourism Economics | rev. 08.10.20
01.
TIT
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Brand USA Discovery ProgramT r a v e l A g e n t T r a i n i n g i n 1 2 C o u n t r i e s ; L a u n c h e d i n M a y 2 0 2 0
01.
TIT
LE H
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Earned Media and Trade Coverage
MarketingA L I D A N I E L S
Support for Black Lives In Seattle
H I G H L I G H T S• Established a dedicated webpage
that shares the voices and stories of our Black neighbors as well as ways to support Black-owned businesses and organizations.
• Promoted this page through social media channels as well as e-newsletters to visitors, meeting planners, and partners.
• Curated and shared profiles of Black-owned businesses via Instagram Stories, saving them as a highlight for future reference.
• This resource will continue to grow and evolve.
Virtual Pride in SeattleH I G H L I G H T S• Knowing Pride would look
different this year, we created a new webpage that included information about virtual events, ways to connect with the LGBTQ community, Seattle specific Pride Zoom backgrounds, a tie to weSEAlove, and more.
• Developed Seattle Pride gifs that are searchable as stickers for Instagram.
• This has created a dedicated space that we can further develop to share Pride content and campaigns future years.
Monthly Activities and Web Analytics*A P R I L - J U N E
visitseattle.org | YTD, YOY visitseattle.TV | YTD
Num
ber
of V
isit
ors
Num
ber
of V
isit
ors
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 20200
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
* 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 RelationsK A U ’ I L A N I R O B I N S O N
Leisure Media Coverage April-June
CIRCULATION TOTAL: 252 MILLION
TOTAL STORIES: 29
Top Media CoverageApril-June
VIRTUAL PRIDE 2020
S P A C E N E E D L E F L A GThis flag was flown atop the Space Needle in June 2020 to celebrate Pride Month and to
stand in solidarity with Black, indigenous and people of color. The Visit Seattle PR team
pitched this photo to local and national media in collaboration with the Space Needle.
2 0 2 0
LookingForward
P I T C H I N G W H AT ’ S N E W• Sharing what’s happening on the ground:
• Travel advisories, restaurant offerings, attraction reopenings, hotel news, outdoor spaces, parks, recreation in King County and more.
R E C O V E R Y P I T C H I N G T O L O C A L D R I V E M A R K E T S
• Local market includes Seattle broadcast, newspapers and online media.
• Additional Markets: Spokane, Portland, Boise, San Francisco
D I V E R S I T Y & I N C L U S I O N• Engaging with BIPOC media and industry colleagues on updates
to strategy, pitching, KPI’s, etc.• Black Lives Matter• Pride• SeaForShe
P R C O U N C I L S• Seattle Travel PR Roundtable• Washington Hospitality Association • Downtown Seattle Association• Seattle Hotel Association
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