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Strategic Marketing Insights: Adapting to Market Trends & Preparing for 2009

In a comprehensive discussion led by Chris Barrett and Lenwood Sloan, we assess current market challenges affecting hotel occupancy and explore strategies for a more resilient 2009. Key highlights include our proactive interactive campaign for Q4, adjustments in marketing strategies, and the importance of focusing on unique experiences to attract visitors. We also emphasize the need for new offers that resonate with guests, trends such as "staycations," and collaborative efforts with regional partners to enhance visibility. Together, we navigate through evolving market dynamics and budget planning.

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Strategic Marketing Insights: Adapting to Market Trends & Preparing for 2009

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Presentation Transcript

  1. Let’s Talk! November 4, 2008

  2. Presenters: Chris Barrett PA Dutch CVB Lenwood Sloan Department of Community & Economic Development -10 Minute Break- Kelty Christman Alliance Abroad

  3. What are we doing now? • Watching the market closely • Adding an interactive campaign for the 4th • quarter • Asking all of you to provide products for • that campaign • Planning for 2009

  4. The Market • Destinations are now feeling a greater • pinch and have seen large declines in • occupancy in September and predict the • same for October • What are the spending patterns • All market segments seem to be now be • affected

  5. The Market • Expect a slower 4th quarter • Continue to evolve the marketing strategy • for 2009 based upon more information • gathering • We would expect greater deterioration in • the corporate market segment vs. leisure

  6. Where do we go from here? • Formulating 2009 budget concentrating on • preserving electronic media spending • Continue to use WAKE UP (3rd year of the • campaign) message for existing TV spots • as well as new testimonial radio

  7. Where do we go from here? • Continue to position value/closeness of the • destination and the unique experience in • the marketing message by the use of • testimonial radio and all other tools • Accelerate the use of social media vehicles • Rollout of the new strategic plan and vision • for our CVB in December 2008 • Integration of the Reservation Center and • new Visitors Center into future operations

  8. Where do we go from here? • Dutch County Roads region received a • $400,000 grant for the 2008-2009 FY. • Partnering more closely with the region in • an effort to extend stay

  9. Web Traffic Derived by Media, July 13 – November 2, 2008

  10. PADutchCountry.com TrafficJuly 13 – November 2, 2008

  11. TOTAL HOTEL TAX REVENUE RECEIVED 2007 vs 2008

  12. TOTAL HOTEL TAX REVENUE RECEIVED 2007 vs 2008

  13. Smith Travel Report – STR-Occupancy • Occupancy 2004: 54.3% • Occupancy 2005: 56.7% • Occupancy 2006: 54.3% • Occupancy 2007: 56.4% • Occupancy 2008: 55.4% (as of September)

  14. Smith Travel Report – STR- ADR • ADR 2004: $78.75 (1.7%) • ADR 2005: $81.05 (2.9%) • ADR 2006: $84.78 (4.6%) • ADR 2007: $90.02 (4.5%) • ADR UP 14.31% over the period • ADR 2008: $92.37 (4.3%)

  15. State of PA – STR Report • Occupancy Down 1.5% • ADR Up 2.8% • Philadelphia Down 5.8% in occupancy. • PA Wilds UP 7.7% in occupancy. • Pocono Mountains region only region down • in ADR

  16. Asking All of You to Provide Offers • Deals and discounts are highlighted in both • electronic media as well as our website • We did receive additional offers but we • could use more to break through all of the • clutter • Additional value offers makes our site more • relevant to the guest

  17. More Comprehensive Media Campaigns • Reacting to the market changes quickly: • “Staycations” may be here to stay in 2009! • Different creative running in different • markets: More strategic thought-testimonial • radio • Radio, TV and web are more coordinated • MOGG getting to the guest quicker • Reacting with Web changes as quickly as • possible

  18. Where do we go from here? • Continue to invest our time energy and • imagination on adjusting strategy • Acute focus – What do we do best? • Forget the competition temporarily and • scout opportunities to cooperate • Seek out marketing combinations that • work • Put us in control of the market and not let • the market control us-more direct sales

  19. Where do we go from here? • Stretch dollars – Preserve electronic media • Aggressive work with regional partners • thorough DCR • Gaining access to co-op funds • Free Research – online visitor surveys and • visitor intercept surveys – Dashboard • (Items for surveys) • We are the advertising agency • Concentrate upon driving groups

  20. Convention Center Update • We’ve committed to purchasing Passkey • Meetings have been taking place to identify parking and transportation needs and what our role will be as a CVB • Construction is progressing and the building is almost completely enclosed

  21. Booking Recap

  22. Booking Pace

  23. Lenwood Sloan Department of Community & Economic Development

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