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TTRA GREATER WESTERN CHAPTER ANNUAL CONFERENCE Sacramento, CA March 27-29, 2019

TTRA GREATER WESTERN CHAPTER ANNUAL CONFERENCE Sacramento, CA March 27-29, 2019. TRAVEL PORTLAND. Who We Are:

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TTRA GREATER WESTERN CHAPTER ANNUAL CONFERENCE Sacramento, CA March 27-29, 2019

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  1. TTRA GREATER WESTERN CHAPTER ANNUAL CONFERENCE Sacramento, CA March 27-29, 2019

  2. TRAVEL PORTLAND • Who We Are: • A private, non-profit DMO with more than 800 partner businesses, Travel Portland operates a busy visitor information center, supports a climate of year-round hospitality, and helps our city, state, and region reap the rewards of a thriving visitor industry. • Our Mission: • We generate travel demand that drives economic impact for Portland.

  3. WHAT OUR EXECUTIVE TEAM ASKS OF US • What is the vision for Travel Portland? • To be the most innovative DMO in the country. • DMO  DMMO • The extra “M” is for Management • Do more than just generate hotel room nights. • Increase the economic impact that visitors have on the city after they arrive. • How? And what can we do that applies to everyone?

  4. WHAT WE KNOW • The “Universal Truths” of today’s visitor: • 1) People use their phones to search for things when they are travelling • 2) Typically use Google and/or Google Maps to do that searching • 3) Have the intention of visiting that business in the near future • Which means…..

  5. WHAT GOOGLE KNOWS • Nearly one third of all mobile searches on Google are related to location. • Location-related mobile searches are growing 50% faster than mobile searches in general. • More than half of all web traffic for the millions of website owners using Google Analytics now comes from smartphones and tablets. Source: www.thinkwithgoogle.com

  6. Breweries near me STEVE’S JOURNEY THROUGH PORTLAND “Three out of every four people who search for something nearby using their smartphone end up visiting a store within a day, and 28% of those searches result in a purchase.” – www.thinkwithgoogle.com Best Sushi Portland Voodoo Donuts

  7. THE CONSUMER JOURNEY Decision/Action Search/Discovery Visit/Purchase Direction Request

  8. SO….WHAT IS YOUR PERCEPTION? • Results are mixed (to say the least)….Slurpee anyone? • ~20% of Travel Portland’s partner businesses do NOT have their business verified on Google • Of the businesses that are verified, few are complete, and even fewer are optimized

  9. AHHH, THAT’S BETTER! • Which store would you rather visit? • Slurpee-ville • Super-cool, hip clothing store with beautiful photos and compelling content (even has coupons attached!)

  10. AND PARTNERSHIP • About Locl • Portland founded, owned, and operated technology company • Specialize in optimizing Google My Business / Google Maps listings • Provide interactive dashboard that measures how much business your Google Maps listing drives • Travel Portland’s role • Provide complementary Locl subscription in 2019 for ALL businesses that serve tourists, meetings, and conventions • Events and programming to help educate partner businesses about GmB/Google Maps

  11. AND PARTNERSHIP • The Vision • Increase the visibility of Travel Portland partner businesses • Provide visitors and locals with a better experience while in Portland • Become the first Google Maps optimized city in the world • Aggregate real-time data to gauge performance of Portland’s tourism-facing businesses • By business type (restaurant, hotel, retail, attraction, etc.) • By neighborhood (Downtown, The Pearl, Hawthorne, Alberta, etc.) • By event (meetings, events, conventions, festivals, Dining Month, etc.)

  12. PARTNER BUSINESS DASHBOARD

  13. PARTNER BUSINESS DASHBOARD

  14. PARTNER BUSINESS DASHBOARD REVENUE CALULATION FORMULA: Direction Requests x 80% = # of Arrivals to Business # of Arrivals to Business x Average Order Amount ($) = Calculated Revenue

  15. DIRECTION REQUESTS AND REVENUE CORRELATION • Why are Direction Requests so important? • Because they are strongly correlated to revenue! • R-value of +1.0 = Perfect positive linear relationship • +0.70 = Strong uphill (positive) linear relationship • +0.50 = Moderate uphill (positive) relationship • 0.0 = NO linear relationship • Direction Requests to Revenue Correlation (R-value) = +0.888 • That’s nearly perfect! Performance and Revenue Correlation: Bamboo Sushi

  16. CASE STUDY #1 MARK SPENCER HOTEL Portland’s Central City hotels had an average Occupancy rate of 55.8% during the month of January 2019. The Mark Spencer Hotel’s average Occupancy rate for January 2019 was over 80%. *Note: The Mark Spencer Hotel was categorized as a “Hotel Management School” in their GmB listing prior to working with Locl. Source: STR

  17. CASE STUDY #2 OMSI +186% +225% +195%

  18. CASE STUDY #2 OMSI +75% +48% +60% +35% +57% +24% The cost of a one-day adult ticket that includes admission to the museum and “The Science Behind Pixar” exhibit costs $21 and a youth ticket costs $14.

  19. CASE STUDY #3 WILDFANG 2019 2018 2019 2018 2018 2017 Wildfang operates two retail stores in Portland, one store in New York City, and one store in Los Angeles.

  20. CASE STUDY #3 WILD FANG Dec 2018 Business Listing Views +129% Jan 2019 Business Listing Views +121% Feb 2019 Business Listing Views +283% +68% +193% +79% +67% +104% +84%

  21. CASE STUDY #4 INDEPENDENT RESTAURANT CONCEPTS • IRC operates 8 restaurants in the Portland metro area: • Produce Row Café • Paddy’s Bar & Grill • Circa 33 • Patty Maryland • Cadillac Café • North 45 • The Independent • The Station +172% +148% +142%

  22. CASE STUDY #5 YAKUZA IZAKAYA RESTAURANT Jan 2019 Business Listing Views +25% Feb 2019 Business Listing Views +26% +49% +16%

  23. CASE STUDY #6 ELECTRIC LETTUCE Jan 2019 Business Listing Views +132% Feb 2019 Business Listing Views +160% +264% +265% +306%

  24. TRAVEL PORTLAND DASHBOARD • Index Creation • - Sector • (Restaurant, Attractions, Retail, Hotel, Brewery, Dispensary, Etc.) • Neighborhood • (Downtown, The Pearl, Eastside, Lloyd District, Alberta, Etc.) • Meeting/Event/Date Range • (Conventions, Blues Festival, Dining Month, Etc.) x

  25. TESTIMONIALS “Locl is probably the single most exciting opportunity in our retail business. The Locl team has incredible expertise around driving offline traffic and we are thrilled with initial results.” - CEO, Wildfang “The only thing I have done differently in the past month is sign up with Locl. My spa in Southeast has had three times the amount of bookings since.” - Owner, Bali Spa “The insights we're getting on Google user behavior have been nothing short of profound, and we intend to keep working side-by-side with Locl and Travel Portland to now mine those insights for big improvement in our Google search/maps performance.” - COO/CFO, Tender Loving Empire “I am thrilled to be a part of the Locl project! My first one-on-one meeting at the Mark Spencer Hotel was eye-opening. Our hotel’s primary listing wasn’t even as a ‘Hotel,’ it was a ‘Hotel Management School.’ There were very few sub-categories chosen, which meant we were not showing up in searches for ‘Portland Hotels,’ ‘Boutique Hotels,’ ‘Historic Hotels,’ etc.” - General Manager, Mark Spencer Hotel

  26. THANK YOU!

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