CVB 2014 Review/Preview. CVB 2013 Highlights More Local Lodging Timely AirBnB Analysis Cost-Saving...
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Transcript of CVB 2014 Review/Preview. CVB 2013 Highlights More Local Lodging Timely AirBnB Analysis Cost-Saving...
CVB 2014Review/Preview
CVB 2014 Review/Preview
CVB 2013 Highlights
More Local Lodging
Timely AirBnB Analysis
Cost-Saving Travel Guide
Smooth Change in Leadership
Culinary Website: IthacaFork
Another Year of Growth!
CVB 2014 Review/Preview
Local Market Conditions
Gross Revenue +5.5%
ADR $144/night +3.8%
RevPAR +2.4%
Demand +1.6%
Room Supply +3%
Occupancy Rate -1.3%
CVB 2014 Review/Preview
Local Market Conditions
Gross Revenue +5.5%
ADR $144/night +3.8%
RevPAR +2.4%
Demand +1.6%
Room Supply +3%
Occupancy Rate -1.3%
Goal 1: Increase conference/group midweek room nights 7%
Result: Not Achieved. Midweek occupancy rates decreased slightly, from 54.4% to 53.3%
CVB 2014 Review/Preview
2013 Web Stats
Total Visits 446,000 +25%
Unique Visits 323,000 +23%
Page Views 1.7 mill +40.3%
Time On Site +3.2%
Mobile Site Visits +112%
CVB 2014 Review/Preview
2013 Web Stats
Total Visits 446,000 +25%
Unique Visits 323,000 +23%
Page Views 1.7 mill +40.3%
Time On Site +3.2%
Time On Site +3.2%
Mobile Site Visits +112%
Goal 3: Increase unique visits by 6% , mobile by 15% and time on site by 8%Result: Overachieved
CVB 2014 Review/Preview
2013 Social Media
Facebook Likes: 14,500 +28%
Pinterest: 1,464 pins, 280 followers, referrals
YouTube: Fall Campaign 31,636 views
Twitter: Not Pursued
CVB 2014 Review/Preview
2013 Social Media
Facebook Likes: 14,500 +28%
Pinterest: 1,464 pins, 280 followers, referrals
YouTube: Fall Campaign 31,636 views
Twitter: Not Pursued
Goal 4: 18,000 “likes” on Facebook, 5,000 Twitter followers and a foothold on new social media platformResult: Partially Achieved
CVB 2014 Review/Preview
2013 Visitor Services
E. Shore Dr.: 8,890 visitors -11%
Downtown: 4,948 visitors -4%
Total: 13,838 visitors -9%
Info Desks in a Smartphone Age
CVB 2014 Review/Preview
2013 Visitor Services
E. Shore Dr.: 8,890 visitors -11%
Downtown: 4,948 visitors, -4%
Total: 13,838 visitors -9%
Info Desks in a Smartphone Age
Goal 5: Increase visitor center traffic by 8%
Result: Not Achieved
CVB 2014 Review/Preview2013 Goals & Grades
Goal 1: Increase conference/group midweek room nights
Goal 2: Increase sales leads contacted by Group Sales
Goal 3: Increase traffic to VisitIthaca.com
Goal 4: Expand social media presence
Goal 5: Increase Visitor Center traffic
Goal 6: Three “top-10” listings and host a major media tour
CVB 2014 Review/Preview
Goal 1: Increase conference/group midweek room nights
Goal 2: Increase sales leads contacted by Group Sales
Goal 3: Increase traffic to VisitIthaca.com
Goal 4: Expand social media presence
Goal 5: Increase Visitor Center traffic
Goal 6: Three “top-10” listings and host a major media tour
2013 CVB Spending Breakdown
Admin18%
$188,354 Group Sales 12% $129,910
Marketing 48%$498,998
Visitor Services22%
$227,357
Total Spent$1,044,619
CVB 2014 Review/Preview
2014 CVB Spending Plan
Admin17% $200,806
Group Sales17%
$200,526
Marketing46%
$555,601
Visitor Services20%
$243,791
Total Spend$1,200,723
CVB 2014 Review/Preview
2014 CVB Spending Plan
Admin17% $200,806
Group Sales17%
$200,526
Marketing46%
$555,601
Visitor Services20%
$243,791
Total Spend$1,200,723
CVB 2014 Review/Preview
2014 CVB Spending Plan
Admin17% $200,806
Group Sales17%
$200,526
Marketing46%
$555,601
Visitor Services20%
$243,791
Total Spend$1,200,723
CVB 2014 Review/Preview
2014 CVB Spending Plan
Admin17% $200,806
Group Sales17%
$200,526
Marketing46%
$555,601
Visitor Services20%
$243,791
Total Spend$1,200,723
CVB 2014 Review/Preview
CVB 2014 Review/PreviewQuestions & Comments