2017 BUSINESS PLAN PRESENT 2017 BUSINESS PLAN PRESENTATION TION - - PowerPoint PPT Presentation

2017 BUSINESS PLAN PRESENT 2017 BUSINESS PLAN PRESENTATION TION

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C H A T E A U V I C T O R I A H O T E L & S U I T E S C O A S T V I C T O R I A H A R B O U R S I D E H O T E L D A Y S I N N V I C T O R I A O N T H E H A R B O U R D E L T A O C E A N P O I N T E R E S O R T E M B A S S Y F A I R M O N T E M P R E S S – V I C T O R I A H O T E L G R A N D P A C I F I C H A R B O U R T O W E R S H O T E L & S U I T E S H O T E L R I A L T O I N N A T L A U R E L P O I N T

VICTORIA HOTEL DESTINATION MARKETING ASSOCIATION

J A M E S B A Y I N N M A G N O L I A H O T E L A N D S P A M A R R I O T T I N N E R H A R B O U R V I C T O R I A O S W E G O H O T E L P A R K S I D E R O Y A L S C O T T S W A N S S U I T E H O T E L V I C T O R I A R E G E N T H O T E L D O U B L E T R E E H I L T O N B E A R M O U N T A I N

INTRODUCTION & THEMES

• Build on momentum
• Strength through alignment and working together
• Look ahead to manage risks
• Be nimble to capitalize on opportunities
• Leverage partners to compete hard

CLEAR SKIES. CLEAR SKIES. NO TURBULENCE. NO TURBULENCE.

TOURISM VICTORIA OVERVIEW STRATEGY MAP

TOURISM VICTORIA OVERVIEW DELIVERING RETURN ON INVESTMENT

SOURCE: INSIGNIA RESEARCH AD TRACKING AND CONVERSION STUDY 2014 MARKETING ROI 2015 MARKETING ROI 2016 MARKETING ROI

39:1 68:1 169:1

TOURISM VICTORIA OVERVIEW SITUATIONAL ANALYSIS

• Global Compression in Canada’s favor
• Strong brands: Canada, BC, YYJ
• 2017 strong meetings year in YYJ
• 2017 softer meetings year in YVR
• Continued new air routes and access
• Hosting a series of high profile events

TOURISM VICTORIA OVERVIEW

• 2017 Tourism Industry Conference
• 2017 Canada’s West Marketplace
• 2018 PCMA Canadian Innovation Conference
• 2018 Travel Media Association Of Canada
• 2019 Go Media Bid in conjunction with YVR RVC
• 2018/2019 World Junior Hockey Secured

ADVANTAGE: MAJOR EVENTS ON THE BOOKS

TOURISM VICTORIA OVERVIEW 2017 BUSINESS PLAN CONSIDERATIONS

• Meetings business is solid in YYJ
• Continued structural tail winds
• Be prepared for hotel renovations to be largely complete; look

ahead to next fall

• Marketing needs to work extra-hard next year — no Royal visit, etc.
• Focused on a strong fall

TOURISM VICTORIA OVERVIEW DIGITAL / ANALYTICS INTEGRATION

Consumer Segmenta.on & Profiling

PersonalizaIon

Content Marke.ng Automa.on

TOURISM VICTORIA OVERVIEW PRIZM CONSUMER PROFILING

PRIZM Segmentation is based on: AUGMENTED CENSUS DATA

• Life stage, urbanicity, diversity
• financial situation

CONSUMER BEHAVIOURAL DATA

• Retail and online interactions, transactions
• Media behaviours and preferences
• Lifestyle

TOURISM VICTORIA OVERVIEW PRIZM CONSUMER PROFILING

SOCIAL VALUES AND TRAVEL VALUES

• Mindsets toward brands and marketing

communications, explains behaviours

• Includes Destination Canada’s Explorer Quotient

(EQ) Travel Values

8,000+ VARIABLES:

Census, to big data, to annual surveys of 250,000+ adults, linked to our analytics and CRM

TOURISM VICTORIA OVERVIEW GEODEOGRAPHY

DEMOGRAPHICS

Singles 1 or 2 members in household Grade 9 / high school educated 65+ years old Mostly renters

• Avg. Household Income: $51,145

DEMOGRAPHICS

Married couples with children 4+ members in household University educated 35- to 44-years-old Mostly owners

• Avg. Household Income: $133,366

TOURISM VICTORIA OVERVIEW

INCREASING ROOM NIGHTS SOLD & REVENUE, ADDRESSING SEASONALITY

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Room Nights Sold Available Room Nights 2016 Occupancy Rate Average Annual Occupancy Rate 2016: 74% (+4) 1.2M Room Nights Sold ADR $118.43 (+$14.78)

TOURISM VICTORIA OVERVIEW TARGET MARKET FORECASTS

2.6M

2.3M 0.55M 0.3M 0.25M 0.1M 2013 2014 2015 2016 2017f International Arrivals to Vancouver & Vancouver Island; Vancouver & Vancouver Island shares of 1+ night domestic visits. Source: Tourism Victoria, Destination BC, Statistics Canada Table 427-0001

BC RESIDENTS + 3% UNITED STATES + 4% ONTARIO + 1% CHINA +12% AUSTRALIA & NZ + 8% UNITED KINGDOM + 1% ALBERTA + 1% MEXICO +20%

GOING FUR GOING FURTHER. THER. BEING EFFICIENT BEING EFFICIENT. .

BUDGET STRONG RESOURCING: RESPECTFUL OF PURPOSE

THREE MAIN SOURCES OF FUNDING THREE MAIN SOURCES OF FUNDING

2017 ESTIMA 2017 ESTIMATED $7.8 MILLION BUDGET TED $7.8 MILLION BUDGET

BUDGET REVENUE DISTRIBUTION

ALLOCATION OF INCREASE IN REVENUES TO 2017 EXPENSES IN PERCENTAGES 73.0% 19.5% 6.0% 1.5%

BUDGET REVENUE DISTRIBUTION

EXPENSES AS A PERCENT OF TOT EXPENSES AS A PERCENT OF TOTAL REVENUE AL REVENUE +9.4%

• 4.6%
• 5.1%

+0.05%

BUDGET

$0 $500,000 $1,000,000 $1,500,000 $2,000,000 2012 2013 2014 2015 2016 2017 - est Year Gross Sales

VISITOR CENTRE / MEMBER’S REVENUE

BUDGET 2017 BUDGET OVERVIEW

49.9% 43.6% 40.1% 39.8% 35.7% 35.0% 31.3%

20% 40% 60% $0 $2,000,000 $4,000,000 $6,000,000 $8,000,000 2011 2012 2013 2014 2015 2016 - unaudited 2017 - est

GROSS REVENUE / LABOUR COSTS

Gross Revenue Labour Costs RaIo

MORE SEA MORE SEATS. TS. MORE BODIES. MORE BODIES.

MARKETING 2014 MARKETING CALENDAR

MARKETING 2017 MARKETING CALENDAR

MARKETING ADDRESSING SEASONALITY

MARKETING FOCUSING OUR TARGET AUDIENCE

AUTHENTIC AND AFFLUENT

• Upscale households in big-city neighbourhoods and close-in suburbs
• University degrees and positions in management
• Age-denying boomers – middle-aged and older

ASPIRATIONAL INFLUENCERS

• Urban, young, tech-savvy, and eco-conscious cultural explorers
• Seeking social learning opportunities through cultural immersion
• Skeptical of ads, seek genuine brands that deliver on impulses toward

novelty, originality, and personal creativity

MARKETING VICTORIA ON PBS: JANUARY - FEBRUARY

MARKETING ROMANCE: JANUARY - FEBRUARY

MARKETING FALL / HALLOWEEN

MARKETING FALL – SHAREABLE ASSETS

MARKETING LGBTQ2

MARKETING REMEMBRANCE DAY

MARKETING CHRISTMAS

MARKETING INTEGRATED CONTENT & PR

MARKETING INTEGRATED CONTENT & PR

MARKETING MEDIA PR

MARKETING MEDIA PR

SPRING 2017. SPRING 2017. DESTINA DESTINATION DRIVER. TION DRIVER.

VICTORIA DELIVERS SPRING CAMPAIGN

• Delivers on that specific thing you want out of a getaway
• Delivers on your expectations
• Delivers flowers (database acquisition strategy)
• Delivers a Victoria experience to downtown Vancouver/Seattle

DESTINATION DRIVER CAMPAIGN

FLOWER DELIVERY

• A bouquet a day for Spring
• Sign up yourself or a friend
• Data capture to initiate email work flow
• EQ profiling to determine bouquet and

further refine content of the email workflow

DESTINATION DRIVER CAMPAIGN

DESTINATION DRIVER CAMPAIGN EXPERIENTIAL

BUSINESS CLASS. BUSINESS CLASS. NEW AND IMPROVED. NEW AND IMPROVED.

BUSINESS EVENTS VICTORIA

• Integration of Sales Team
• Shared Sales Activity Calendar
• Refresh marketing material
• VCC Digital Platform integrated with TVic Digital Platform
• Attract Citywide Conferences with Business Development Fund

and Local Host Program

AGGRESSIVE IN-MARKET REPRESENTATION BUSINESS EVENTS VICTORIA

G AY L E M O R R I S G S A S A L E S M A N A G E R PA C I F I C N O R T H W E S T D E N N I S T U R P I N G S A S A L E S M A N A G E R E A S T E R N C A N A D A S A N F R A N C I S C O - B A S E D G S A S A L E S M A N A G E R ( S P R I N G 2 0 1 7 )

BUSINESS EVENTS VICTORIA CITIES IN SYNC

Collaboration between Destination St. John’s, Tourism Saskatoon and Business Events Victoria to generate conference business to our destinations.

BUSINESS EVENTS VICTORIA NEW PARTNERSHIPS

• Valued Partnerships with third party

meeting planner companies - Conference Direct and Helms Briscoe

• Increase opportunities to significantly

improve our sales pipeline

BUSINESS EVENTS VICTORIA RESULTS & OUTLOOK

2016 exceeded targets for delegate days and room nights

• Delegate Days +9%
• Room Nights +11%

2017 on pace for incremental increase

BUSINESS EVENTS BEST PRACTICES BUSINESS EVENTS VICTORIA

BUSINESS EVENTS VICTORIA MAJOR CONFERENCES/EVENTS STRATEGY

Partnership Between TVic, DVBA, GVHA and HAGV

• TVic = build and own Major Conferences / Events that drive room nights
• DVBA = operate Festivals that animate Downtown
• GVHA = support Festivals that celebrate our working harbour
• HAGV = support Major Conferences / Events / Festivals that support its

business objectives

BUSINESS EVENTS VICTORIA

MIKE SWARKA, MAJOR CONFERENCES & CONFERENCE MANAGER

• Currently delivers over 300 major events and

conferences a year in Calgary.

• Builds programs from initial seed money into multi-

million dollar events.

• Helped create the MPI standards as practitioner.
• Joins Tourism Victoria March 8, 2017.
• Responsibility to build out these platforms into

sustainable lines of business.

GLOBAL MARKETS. GLOBAL MARKETS. LOCAL EXPER LOCAL EXPERTS. TS.

TRAVEL TRADE TRADITIONAL TRAVEL TRADE

• Tradeshows
• Travel
• Long Lead times
• Paper based collateral
• Soft Referrals

TRAVEL TRADE MODERNIZED TRAVEL TRADE

TRAVEL TRADE MODERNIZED TRAVEL TRADE

FOCUS ON:

• Priority Customers
• Sales Blitzes
• Digital Content
• New Distribution
• Closing Contracts

TRAVEL TRADE AND IT’S WORKING…

“Just a quick follow up to our California Sales Mission. Looks like we have a deal already with Destination America!!!! Very nice ROI thanks to you.”

• Mark Paul, Chateau Victoria

TRAVEL TRADE INTERNATIONAL MARKET PRIORITIES

GROW AGGRESSIVE EFFORT, TACTICS, RESOURCES EMERGING GROW STRATEGIC CORE

TRAVEL TRADE CONSORTIA

TRAVEL TRADE CANADA’S WEST MARKETPLACE

TRAVEL TRADE CRUISE

2017: 241 CRUISE SHIPS (228 - 2016) 550,000+ PASSENGERS

TRAVEL TRADE SPORT TOURISM

Aggressive and strategic pursuit of significant sports opportunities for the region.

PA PARTNERING BETTER. SHARING THE SKIES. SHARING THE SKIES.

BETTER AT LEVERAGING ABILITY TO LEVERAGE RESOURCES

DBC Co-op Programs Destination Canada: Connecting America

BETTER AT LEVERAGING BC ALE TRAIL

BETTER AT LEVERAGING CONNECTING AMERICA

BETTER AT LEVERAGING MAJOR PROJECTS FOR 2017

• Tourism Brand USPs and Positioning
• Meetings Brand Architecture
• New Digital Platforms
• New POS for Visitor Centre to ensure ongoing cost neutrality
• Focused on China overnight stays
• Visitor Centre Tenancy Improvements

DESTINA DESTINATION DEVELOPMENT TION DEVELOPMENT. . 2017 PRIORITIES. 2017 PRIORITIES.

2017 DESTINATION MANAGEMENT PRIORITIES

DESTINATION MANAGEMENT

• Focused on critical supply side issues only
• Access remains our priority
• Continue to lobby of Belleville Phase 3
• Pre-clearance on Southern Vancouver Island
• Support GVHA to become “Homeport Victoria”

2017 DESTINATION MANAGEMENT PRIORITIES

DESTINATION MANAGEMENT WITH PROVINCIAL AND INDUSTRY STAKEHOLDERS

2017 DESTINATION MANAGEMENT PRIORITIES

SHARING ECONOMY COMMON SENSE

Bring together key regulators, governments, associations and industry to bring coherence to the grey market.

RUNW RUNWAY CLEAR. Y CLEAR. ALL SYSTEMS GO. ALL SYSTEMS GO.

Very ambitious business plan Diversified Through a strategic filter Looking to take control of our regional tourism fate Look to take our regional tourism business to the next level

CONCLUSIONS

BUCKLE UP BUCKLE UP. . WE’RE GOING PLACES. WE’RE GOING PLACES.

Final video