INDUSTRY BAROMETER december 2017
INDUSTRY BAROMETER december 2017 TABLE OF CONTENTS Dear friends, Welcome to Travel Portland s latest industry snapshot. Inside these pages, you ll find statistics, updates and insights that highlight our success in achieving Travel Portland s five key objectives: Our most important initiative Increase visitor-related economic impact for the Portland region Pages 3-7 Influence the long-term development of the destination and its brand Pages 8-9 Deliver a consistently remarkable customer experience Page 10 Foster high-value relationships with our stakeholders Page 11 Lead an efficient, high-performing organization Page 12 We appreciate your partnership and the role you play in making the visitor industry such a powerful economic driver for the Portland area. Cheers, Jeff Miller President & CEO 2
Increase visitor-related economic impact for the Portland region January December 2017 source: Dean Runyan associates Cities of Portland and Gresham, plus Washington, Columbia and metropolitan Clackamas counties* OVERALL ECONOMIC IMPACT preliminary impacts for 2017 VISITORS & SPENDING In 2017, the Portland region welcomed 8.4 million overnight visitors, who generated $5.1 billion in direct spending. $4.9 B $5.1 B 2016 2017 TAX REVENUE Helping ease the state and local tax burden, area travelers generated $251 million in tax revenue, of which $129 million was local tax revenue. $236 M $251 M 2016 2017 JOBS The travel industry supports 35,090 jobs in the Portland area, generating in excess of $1.3 billion in employment earnings. 34,320 35,090 2016 2017 * Study area has been changed to align with Travel Oregon s definition of the Portland region. 3
Increase visitor-related economic impact for the Portland region HOTEL PERFORMANCE: CITY OF PORTLAND +2.2% +2.0% +0.9% -1.1% JAN DEC 2017 JAN DEC 2016 Source: STR 3,793,400 3,875,339 $153.15 $156.29 $121.40 $122.46 79.3% 78.4% Hotel Rooms Sold Average Daily Rate RevPAR* Occupancy WINTER ADVERTISING In November, Travel Portland launched our annual advertising push to increase needtime visitation to the city. The campaign, which continues the You Can, in Portland messaging from the spring, targets visitors in Seattle and San Francisco. Media included broadcast and cable television in Seattle and digital TV, content partnerships, online travel agency advertising, social media and search to reach travelers throughout the booking funnel. A still image from the You Can, in Portland stop-motion animation spot, showcasing the Portland Rose Garden. The ads, created by local firm HouseSpecial, feature a variety of Portland s visitor attractions crafted in charming felted miniatures and filmed in breathtaking stop-motion. INITIAL RESULTS According to Smith Travel Research (STR), November demand at Tourism Improvement District hotels was up +2.2%, surpassing the forecast of +1.6%. * Revenue per available room 4
Increase visitor-related economic impact for the Portland region PORTLAND INTERNATIONAL AIRPORT (PDX) Portland International Airport (PDX) now has twelve non-stop international destinations. The newest addition was service to Mexico City on Aeromexico in partnership with Delta Air Lines in December 2017. The success of PDX takes hard work, many state and regional partnerships and financial investments. Travel Portland is proud to align its international tourism strategies with the Port of Portland s efforts. Larger investments are made in the non-stop air service source markets of Japan, United Kingdom, Netherlands, Canada and Mexico. Additionally, Portland Region investments are made in Canada, United Kingdom, Germany and Netherlands to drive demand for service to the region. +3.7% 18,333,277 17,679,874 +11% 747,217 672,893 +4.0% 19,084,494 18,352,767 JAN DEC 2017 JAN DEC 2016 Source: Port of Portland Domestic: total passengers International: total passengers Total enplaned & deplaned passengers UNIQUE ENGAGED VISITORS 1,322,099 JAN DEC 2017 TRAVELPORTLAND.COM TravelPortland.com maintained the broad reach it has achieved over recent years, attracting 4 million visits in 2017. The shift to mobile browsing continues apace, with under 38% of visitors now accessing our content via traditional desktop or laptop displays. $52,381,562 JAN DEC 2017 ECONOMIC IMPACT Using the formula from Destination Analysts 2014 report,* engaged users on TravelPortland.com generated over $52 million in incremental visitor spending in 2017. * Unique engaged visitors are individuals who visited TravelPortland.com at least once and viewed at least two pages on the site. 5
Increase visitor-related economic impact for the Portland region MEETINGS AND CONVENTIONS: OCC TARGETS For the future, Travel Portland s bookings (OCC and single-hotel) for the first half of fiscal year 2017-18 will deliver a total economic impact of $116.6 million. Travel Portland s convention sales team hosted 18 meetings planners during the Fall Fam in December. In addition to touring the city, the Oregon Convention Center and several hotels, the meeting planners had an opportunity to enjoy wine tasting on Saturday afternoon. Did you know? From July December 2017, Travel Portland booked three minority meetings with an estimated economic impact of $4.7 million. JULY 2017 JUNE 2018 FISCAL YEAR GOAL JULY DEC 2017 YTD $5.1 MILLION $11 MILLION 6.8:1 3.8:1 24% 40% 38.5:1 42.0:1 OCC revenue realized from Travel Portland bookings ROI on future OCC business Lead conversion Community economic impact 6
Increase visitor-related economic impact for the Portland region JULY DEC 2017 TOTAL JULY 2017 JUNE 2018: GOAL Estimated economic impact $8.4 M $30 M Estimated economic impact INDUSTRY EVENTS Travel Portland s three-year strategy includes hosting travel trade marketplaces in Portland. These marketplaces have two objectives: to provide maximum access for lodging and tour/ attraction partners interested in tour buyers, and to showcase our destination to international and domestic tour buyers. This fiscal year, Travel Portland s international team invested in hosting two key tour buyer groups. The first was Travel Alliance Partners (TAP) s annual general meeting in November 2017, which brought 40 domestic tour operators to Portland and resulted in leads for future businesses. The second was the International Inbound Travel Association (IITA) in February 2018, which was attended by nearly 40 international buyers and held on the West Coast for the first time in the conference s history. The Dude poses with a mini-dude claw catcher machine at JATA. Odnaro-Dude At the JATA Tourism Expo in Tokyo in September 2017, the Odnaro-Dude, CEO of Odnaro Travel, a fictional pop-up travel agency, was a big hit. The Dude is part of Travel Portland s three-year Odnarotoop ( Portland written in phonetic Japanese, then reversed) campaign in Japan, which is in its final year. The JATA Tourism Expo is the largest travel trade and consumer show in Japan, with almost 200,000 attendees. Consumers, media and industry attendees created long lines around Travel Portland s booth, and the accompanying social media campaign received 211,000 Facebook likes (up by 1,117%) and Instagram followers tripled to more than 1,100. Several electronic, print and digital media outlets showcased the Portland booth during the show. Staff engaged in numerous media interviews, and a combined total of 35 appointments with tour buyers and media were held by Travel Portland and our partners USJ Connect and America s World Hub Tours. 7
Influence long-term development of the destination and its brand Public Relations Coverage Analysis from July December 2017 TOP KEY MESSAGES Travel Portland hosted the Society of American Travel Writers Annual Convention, bringing more than 100 top travel journalists and approximately 230 total delegates to the city in Fall 2017. For every $1 spent on PR from July December 2017, 884 people had the opportunity to view positive coverage about Portland due to efforts of the PR department. MEDIA REACH 160 clips 739,811,976 202 clips 367,653,438 TOTAL Domestic impressions TOTAL International impressions 9.5 MIL 23.8 MIL 246 MIL 66.3 MIL 41 clips 21,424,508 Oceania: Australia & New Zealand 55 clips 23,898,390 Netherlands 739 MIL 5 clips 11,550 76 clips 246,372,724 Other International 5 clips 9,578,248 Canada United Kingdom Total number of clips: 362 Total impressions: 1,107,465,414 Total international impressions: 367,653,438 21.4 MIL 20 clips 66,368,018 Asia 8
Influence the long-term development of the destination and its brand INTENT TO TRAVEL TO PORTLAND How likely are you to visit Portland, Oregon, for a leisure trip/vacation during the next 24 months? 80 MARCH 2017 MARCH 2016 MARCH 2015 Lives in the West Source: MMGY Global 80 MARCH 2017 MARCH 2016 MARCH 2015 National 65% 63% 63% 48% 48% 46% 36% 32% 29% 23% 21% 22% 19% 19% 16% 16% 16% 18% Extremely/ very likely Somewhat likely Not very/ not at all likely Extremely/ very likely Somewhat likely Not very/ not at all likely Photo by Tojo Fotos. MY PEOPLE S MARKET Travel Portland hosted the inaugural My People s Market in collaboration with Prosper Portland and Partners in Diversity on Nov. 9 at The Redd on Salmon Street. The goal of this event was to showcase the citywide commitment to equity and inclusion, along with advancing opportunities for business owners of color by connecting them with the travel industry and professionals who can help expand and scale their businesses. The pop-up marketplace featured 87 multicultural vendors and performances by 13 local artists. More than 1,200 people attended to shop, network and support Portland s multicultural community. We look forward to seeing you at the next My People s Market in fall of 2018! 9
Deliver a consistently remarkable customer experience CONVENTION SERVICES For the first half of FY 2017 18, Travel Portland s convention services team distributed 52,835 promotional pieces, sent out 500 leads to business partners and hosted 17 site tours. The housing department booked 9,238 room nights. My experience with Travel Portland has really wowed me I really appreciate the attention that you gave me and look forward to bringing more clients to Portland. Erin DeFouw, SmithBucklin GROUPS IN PORTLAND Groups serviced: 322 Total citywide economic impact: $146,036,408 Total rooms requested: 242,700 Did you know? 50% of Travel Portland s local sponsorship investments are dedicated to nonprofit organizations serving communities of color in the greater Portland region. TRAVELPORTLAND.COM With Google s rich search results, trip planning tools and featured snippets servicing a growing proportion of simple consumer queries, our longer-form inspirational content continues to satisfy a deeper curiosity about the city s character and possibilities, and engagement across our digital channels remains high. All articles on TravelPortland.com are now available as Accelerated Mobile Pages, meaning that they load instantly on mobile devices from Google s search results. These AMP pages already account for 10% of our web traffic. WAS THIS PAGE? 8% HELPFUL 92% NOT HELPFUL JAN-DEC 2017 10
Foster high-value relationships with our stakeholders LEADS SHARED CONVENTION SERVICES 500 WEBSITE REFERRALS 987,943 CONVENTION SALES 502 JULY DEC 2017 JAN DEC 2017 Partners and staff participate in speed networking at The Evergreen. Photo courtesy of Andrea Zajonc. PARTNER SERVICES Travel Portland has 848 business partners, ensuring a strong link between Travel Portland s customers and the brand and destination promise. Travel Portland requires an active constituency representing broad business involvement within the hospitality industry. Among partner businesses, 6% are minority-owned and 11% are women-owned. Partner business-tobusiness networking events and educational programs are offered regularly. 11
Lead an efficient, high-performing organization ORGANIZATIONAL PERFORMANCE To increase organizational efficiency, Travel Portland has focused on continually improving its internal systems, including payroll processing, accounting and IT. A major recent IT initiative was migrating Travel Portland to a cloud-based file sharing system. KEY REVENUE STREAMS 4.3% -2.1% +2.3% 3.4% JAN DEC 2017 JAN DEC 2016 3,548,197 3,702,395 $6,567,497 $6,430,208 11,061,928 $11,321,245 74.2% 76.7% DEMAND Transient Lodging TID OCCUPANCY Tax (TLT) 12 12