SMART Webinar presentation 5-8-20 · RTA Facts and Figures • Over 4 Million overnight visitors...
Transcript of SMART Webinar presentation 5-8-20 · RTA Facts and Figures • Over 4 Million overnight visitors...
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KATHERINE KERTZMAN
President and CEO Seattle Southside
Regional Tourism Authority
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“Visitor spending does not just affect businesses within traditional hospitality industries, its impact spreads much farther.”
Domestic Visitors Spending in King County $5.7B in 2018. 35.4% Lodging $2B 27.5% Food & Beverage $1.6B 14.7% Retail $0.8B 11.6% Recreation (Attractions, Sporting Events, Arts & Culture) $0.7B 10.9% Local Transportation $0.6B
*Research funded by Seattle / King County
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RTA Facts and Figures
• Over 4 Million overnight visitors stayed in Seattle Southside.
• $79.2 Million was generated in state and local taxes in Seattle Southside.
• $771 Million in travel spending was generated in Seattle Southside.
• $230.2 Million in earnings in Seattle Southside
*Excerpted from Dean Runyan Travel Impact Research 2018
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RTA Facts and Figures
• $291 Million in visitor spending can be directly attributed to the RTA's tourism promotion efforts.
• According to our conversion study, travelers the RTA interacts with stay longer and spend more: 3.54 nights and $1,007 per visit.
• The RTA sales team met with 394 planners around the country generating 11,329 booked rooms.
• ROI Over $1 : $40 for the past 5 years.
*Excerpted from Seattle Southside Regional Tourism Authority 2018 Annual Report
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COVID-19: Hotel Industry Impact STR Weekly Webinar
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COVID-19: Hotel Industry Impact STR Weekly Webinar
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COVID-19: Hotel Industry Impact STR Weekly Webinar
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Eleven Convention Hotels in King County
Weekly Occ (%) - Feb 15, 2020 to May 02, 2020
0
23
45
68
90
15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May
This Year Last Year
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Eleven Convention Hotels in King County
Weekly ADR - Feb 15, 2020 to May 02, 2020
110
143
175
208
240
15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May
This Year Last Year
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DoubleTree by Hilton Hotel Seattle Airport - SeaTac
Embassy Suites Seattle-Tacoma International Airport – Tukwila
Quality Inn Sea-Tac Airport - SeaTac
Motel 6 Seattle Airport - SeaTac
Motel 6 Seattle Sea-Tac Airport South - SeaTac
Motel 6 Seattle South - SeaTac
Four Points by Sheraton Seattle Airport South – Des Moines
Temporary Hotel Closures:Seattle Southside
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*Excerpted Smith Travel Research Weekly
Seattle Southside
Weekly Occ (%) - Feb 15, 2020 to May 02, 2020
20
38
55
73
90
15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May
This Year Last Year
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Seattle Southside
*Excerpted Smith Travel Research Weekly
Weekly ADR - Feb 15, 2020 to May 02, 2020
65
84
103
121
140
15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May
This Year Last Year
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“April unemployment rose to a record 14.5% and payrolls dropped by an unprecedented $20.5 million...”
Wall Street Journal May 8, 2020
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Prepare for a New Normal
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The RTA plans to deploy a tourism recovery strategy immediately following the bans being lifted in order to rebuild business and economic impact as soon as possible.
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Immediate Reaction
Mitigate Business Loss
Build Brand Affinity
Business Recovery
We are here
COVID-19 RESPONSE STEPS
Ensure messaging is appropriate and media reflects behaviors. Mid March
Attract travelers to our area and partners when responsible re-entry begins. Q4 - 2021
Stay present with relevant messages to our community, prepare for recovery. Q3
Communicate business opportunities and support partners. March - May
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IMMEDIATE REACTION
SEATTLE SOUTHSIDE
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1. Suspended all marketing campaigns 2. Suspend all travel 3. Sales pivot 4. Focused on partner communications 5. Closed physical Visitor Center
Immediate Reaction
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
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MITIGATE BUSINESS LOSS
SEATTLE SOUTHSIDE
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1. Reinvent social media and communications outreach
2. Focus online travel industry course 3. Updated website content 4. Tools for partners 5. Planner relationships 6. Focus on Regional Expert Program
Strategies & Actions
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
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BUILD BRAND AFFINITY Phase 1
SEATTLE SOUTHSIDE
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Build foundational elements in preparation for Business Recovery.
Strategies & ActionsPhase 1
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
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Advertise with messaging around unity and support of community.
Strategies & Actions Phase 1
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
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“Bring Meetings Back to Seattle Southside”
Strategies & ActionsPhase 1
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
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BUSINESS RECOVERY
Phase 2
SEATTLE SOUTHSIDE
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Highly-visible campaigns that bring visitors and groups to Seattle Southside.
Strategies & ActionsPhase 2
SEATTLE SOUTHSIDE
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• Engage with partners for development feedback
• Incorporate content partners for added reach and budget efficiency
• Strong media plan for high visibility • Fully-integrated across all channels • Leverage assets such as 2019 video
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
Strategies & ActionsPhase 2
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• Seattle’s Backyard as continued theme, represented through a new look and visual direction
• Virtual Seattle Southside experiences to pique interest and desire to travel to Seattle Southside
• Emphasize safety
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
Strategies & ActionsPhase 2
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• Groups focused messaging through dedicated emails, third-party association promotions, digital and social media
• Develop additional video content • Organize destination experiential
familiarization tours
SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE
Strategies & ActionsPhase 2
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SeattleSouthside.com/Partners/Coronavirus-Resources/
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SEATTLE SOUTHSIDE
THANK YOU.
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Questions & Answers
Please use the webinar’s Q&A feature to submit your questions for the
panel.
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