CVB Outlook 2004

Doug Price

Senior Vice President

IACVB

Branding Destinations

• Perceptions and Perspectives related to the entire Convention & Visitors Bureaus industry from a stakeholders point of view.

• The development of an “Official Promise” for the entire CVB industry that will enhance its reputation, recognition and success.

Branding Destinations

• The purpose of the Brand Leadership Campaign is to identify, develop, maintain and enhance CVBs distinctive characteristics, which are intended to be translated into unique perception and advantages for individual destinations.

Branding Destinations

• In order to be distinctive, CVBs must be perceived as:• Separate - not being the same• Different - in nature or quality• Prominent - clear to the senses• Special - quality, style, attractiveness• Superiority - notable, expert• Conspicuous - eminent, excellence

Branding Destinations

• The promise should serve as the “guiding star” for everything a destination does.

• Its primary purpose is to communicate clearly what a brand stands for in the minds of the stakeholders (employees, visitors, influencers, agents, representatives, etc.) who are associated with the CVB.

Performance Metrics

Performance Measures

Performance Measures• Leads Generated• Referrals Generated• Gross Advertising

Impressions• # of Media/PR Calls• # of Web User Sessions• # Brochure Requests• # Coupons Redeemed

Industry Indications• Occupancy: RevPar• Attractions Receipts• De-Planements• Average Restaurant

Check

Health of Tourism

• CVBs Overall Reflect Economy • 85% -75% Rule• Over 75% of Funding from Hotel

Occupancy Taxes

Health of Tourism

• 2004 GDP Growth• US – 4.0%• Europe – 2.0% • Great Britain - 2.8%• China – 7.5%

• Dollar Will Remain Somewhat Weak• 44 Convention Center Expansions• 22 New Centers

Trends in US Market Segments Leisure Travel

• 2004 Leisure Travel to Grow 3.2%• 2004 Conventions – Attendance

Increase by 4%• Overall Number of Conventions Will

Remain Flat• Corporate Business Trips – Increase

4.2% in 2004

Convention Center Expansion

• Second & Third Tier Cities Will Compete with First Tier Cities Pieces of Business

• Increased Supply of Convention Center Space

Class of 2007

• Iraq has Always Been a Problem• “Ctrl Alt Del” is as Basic as “ABC”• Paul Newman Has Always Made Salad

Dressing• An Automatic is a Weapon, Not a

Transmission• Gas Has Always Been Unleaded• Computers Have Always Fit in A Backpack• Datsuns Have Never Been Made

• “Predictions are Difficult, Especially When You are Talking About the Future” Yogi Bera