LEISURE TRAVEL March 2016 Prepared by: Rosemarie Payne, CDME Director Leisure Travel, USA & Canada

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1 LEISURE TRAVEL March 2016 Prepared by: Rosemarie Payne, CDME Director Leisure Travel, USA & Canada RECAP Trade Shows/ Missions/ Events 3/3-7 AAA Marketplace - Foxborough, MA 3/10-14 AAA 4 th Annual New York Travel Marketplace 3/11-14 LGBT Expo, New York, NY 3/19-20 Travel and Adventure Show, Philadelphia, PA 3/21-23 VISIT FLORIDA - Chicago, IL 3/2/-4/01 Birmingham/Memphis/ Little Rock Sales Missions AAA Marketplace, Foxborough, MA March 4-6, 2016 ATTENDANCE: 17,732 Consumers PARTICIPATION: N/A DISTRIBUTED: 1,800 Destination Magazines, 1,500 Beach & Cultural Maps AAA Southern New England is the best consumer travel show reaching travel consumers and AAA members from the Northeast Corridor. Non-stop flights from Boston on JetBlue and Southwest Airlines out of Providence make this a key market for St. Pete/Clearwater. VSPC, Beaches of Ft. Myers/Sanibel and Greater Ft Lauderdale CVB were the only Florida destinations represented during this show giving us a vast amount of exposure and attention. AAA reports sales were up 16% over That number represents the value of trips booked at the Marketplace during the three day event. The booking window for special discounts remains open for 7 days after the show, therefore expected increased sales are expected for this year. Packages are sold during the show and in the AAA offices. RECOMMENDATION: Great consumer show in the NE. The Leisure Travel Department should participate once again in STAFFED BY: Gail Yeager 1

2 AAA 4 th Annual Travel Marketplace, Uniondale, NY March 10-17, 2016 ATTENDANCE: PARTICIPATION: DISTRIBUTED: 6,500+ Consumers Sirata Beach Resort, Holiday Inn Indian Rocks Beach, Marriott Sand Key 440 Destination Magazines, 450 Beach & Culture Maps, 300 Reefsafe & Chap Stick, 200 Pens VSPC attended the AAA Travel Marketplace for the first time ever. It is Long Island s largest consumer show. Non-stop flights through Southwest, JetBlue, Delta and United all serve the New York and Long Island areas. Direct flights are offered in New York s four airports. There was a 20% increase in attendees over last year. The show generated over $595,410 in travel sales, which is a 62% increase over last year! VSPC brought the Oculars to share with consumers, a 360 degree video of the destination which was a huge success. VSPC should bring a second Ocular for next year s show. The Oculars helped engage the consumers and gave us the opportunity to share more details about our In speaking with the consumers, travelers are tending to stay domestic due to current events. Following the three day show, VSPC and partners visited 78 travel agents in the Long Island, NY and Allentown, PA areas. The visits were a success, providing one-on-one time with travel agents. RECOMMENDATION: VSPC should consider attending the AAA Travel Marketplace in It was an extremely successful show with a steady flow of consumers all three days. STAFFED BY: Kristin Coryn LGBT Travel Expo New York, NY March 11-14, 2016 ATTENDANCE: 15,000+ Consumers PARTICIPATION: St. Pete Pride DISTRIBUTED: 300 Destination Magazines and Beach & Culture Maps Along with VSPC, Miami, Key West and Visit Tampa Bay were the only Florida destinations represented. As a direct result of partnering with VSPC, Eric Skains, Executive Director of St. Pete Pride was effective in securing numerous sponsorships and advertising commitments for St. Pete Pride held in June. 2

3 The participation numbers seemed to be down from past years. This could be from unseasonably warm weather over the weekend. We still had several consumers that did not know where St Pete and Clearwater is located in Florida RECOMMENDATION: VSPC should skip next year and participate in Gay Days in Orlando and come back to the LGBT Expo in Travel and Adventure Show- Philadelphia, PA March 19-20, 2016 ATTENDANCE: 15,000+ Consumers PARTICPATION: N/A DISTRIBUTED: Destination Magazines, Beach & Culture Maps Most of the attendees that came to the booth were unfamiliar with the location of the VSPC had enthusiastic responses to the Gulf to Bay Collateral. One Group lead was generated for North East Market. An attendee thinks we have the best Instagram photos ever! Many families asked about family friendly activities and places to stay. RECOMMENDATION: The Location of the booth was not ideal. We were placed opposite a camel riding pen. Although there was a lot of traffic by the booth, attendees were focused on the camel. However, VSPC gave out 4 boxes of Gulf to Bay magazines. Other Florida destinations present were: St. Augustine, Daytona Beach, Florida Keys & Key West, Visit Central Florida, and Visit North Florida. This show will return to Philadelphia in Show management assured us that there would not be live animals or live music placed by the booths in the next show. Despite the distraction of the camel ride and the stage with live music and dancers just a few booths away, our destination was well received by the attendees. STAFFED BY: Liz Dane, Visit St. Petersburg/Clearwater DC Office 3

4 Visit Florida Lunch and Reception, Chicago March 21, 2016 ATTENDANCE: PARTICIPATION: DISTRIBUTED: 60 Travel Agents N/A 60 Destination Magazines and Maps, Along with VSPC, Tampa, Panama City, Central Florida, Orlando, Miami and Ft Meyers were represented. This was a showcase for local travel agents in the Chicago Market. Strong sales reported to Orlando and the beaches. Many agents book properties in our area and were excited to learn more about new hotels coming online. The presentations went very well and Chicago is one of the strongest markets for our RECOMMENDATION: VSPC should continue our partnership with VISIT FLORIDA in promoting the state to this important Midwest market. Birmingham, Memphis and Little Rock Sales Mission March 28-31, 2016 ATTENDANCE: 85 Travel Agents PARTICPATION: Sirata, TradeWinds and TRS DISTRIBUTED: 85 Destination Magazines, and Beach & Culture Maps This sales mission consisted of 3 Travel Agent dinners in 3 cities; Birmingham, Memphis and Little Rock. The Travel Agents were very excited to learn more about the Agents in these markets said that most of their focus had been on the panhandle and they were so excited to learn more about St. Pete/Clearwater to give their clients options. All three partners were able to get vacation bookings immediately after the sales mission. RECOMMENDATION: VSPC should conduct a southern sales mission every other year, especially is Birmingham, Memphis and Little Rock due to Allegiant and Southwest connections. 4

5 UPCOMING EVENTS SALES MISSIONS April, /1-3 Spring Fiesta in the Park, Orlando, FL 4/6-14 TravelBrands Sales Mission, Canada 4/12-18 Southern Women s Show, Nashville, TN 4/15-18 Women s Expo - Jacksonville, FL 4/19-5/12 Sunwing Sales Mission Series EDUCATIONAL VISITS 5/1-4 Allegiant Air FAM 5/15-18 British Airways UK FAM #1 6/9-13 British Airways UK FAM #2 5