2017 BUSINESS PLAN PRESENT 2017 BUSINESS PLAN PRESENTATION TION
THANK YOU MRDT PARTNERS
MEMBERS
VICTORIA HOTEL DESTINATION MARKETING ASSOCIATION J A M E S B A Y I N N 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 M A G N O L I A H O T E L A N D S P A 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 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 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 O S W E G O H O T E L D E L T A O C E A N P O I N T E R E S O R T P A R K S I D E E M B A S S Y R O Y A L S C O T T F A I R M O N T E M P R E S S – V I C T O R I A S W A N S S U I T E H O T E L H O T E L G R A N D P A C I F I C V I C T O R I A R E G E N T H O T E L H A R B O U R T O W E R S H O T E L & S U I T E S D O U B L E T R E E H I L T O N H O T E L R I A L T O B E A R M O U N T A I N I N N A T L A U R E L P O I N T
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.
STRATEGY MAP TOURISM VICTORIA OVERVIEW
DELIVERING RETURN ON INVESTMENT 169:1 68:1 39:1 2014 MARKETING ROI 2015 MARKETING ROI 2016 MARKETING ROI SOURCE: INSIGNIA RESEARCH AD TRACKING AND CONVERSION STUDY 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
ADVANTAGE: MAJOR EVENTS ON THE BOOKS • 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 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 Content Marke.ng Automa.on PersonalizaIon Consumer Segmenta.on & Profiling 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 Married couples with children 4+ members in household University educated 35- to 44-years-old Mostly owners Avg. Household Income: $133,366 DEMOGRAPHICS Singles 1 or 2 members in household Grade 9 / high school educated 65+ years old Mostly renters Avg. Household Income: $51,145 TOURISM VICTORIA OVERVIEW
INCREASING ROOM NIGHTS SOLD & REVENUE, ADDRESSING SEASONALITY 160,000 100% Average Annual Occupancy Rate 2016: 74% (+4) 1.2M Room Nights Sold ADR $118.43 (+$14.78) 90% 140,000 80% 120,000 70% 100,000 60% 80,000 50% 40% 60,000 30% 40,000 20% 20,000 10% 0 0% Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Room Nights Sold Available Room Nights 2016 Occupancy Rate TOURISM VICTORIA OVERVIEW
TARGET MARKET FORECASTS 2.6M BC RESIDENTS + 3% 2.3M UNITED STATES + 4% 0.55M ONTARIO + 1% CHINA +12% 0.3M AUSTRALIA & NZ + 8% 0.25M UNITED KINGDOM + 1% ALBERTA + 1% 0.1M MEXICO +20% 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 TOURISM VICTORIA OVERVIEW
GOING FUR GOING FURTHER. THER. BEING EFFICIENT BEING EFFICIENT. .
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 73.0% 19.5% 6.0% 1.5% ALLOCATION OF INCREASE IN REVENUES TO 2017 EXPENSES IN PERCENTAGES BUDGET
REVENUE DISTRIBUTION - 5.1% +0.05% +9.4% - 4.6% EXPENSES AS A PERCENT OF TOT EXPENSES AS A PERCENT OF TOTAL REVENUE AL REVENUE BUDGET
VISITOR CENTRE / MEMBER’S REVENUE $2,000,000 $1,500,000 $1,000,000 Gross Sales $500,000 $0 2012 2013 2014 2015 2016 2017 - est Year BUDGET
2017 BUDGET OVERVIEW GROSS REVENUE / LABOUR COSTS $8,000,000 60% 49.9% $6,000,000 43.6% 40.1% Gross 39.8% Revenue $4,000,000 40% 35.7% Labour 35.0% Costs 31.3% RaIo $2,000,000 $0 20% 2011 2012 2013 2014 2015 2016 - 2017 - est unaudited BUDGET
MORE SEA MORE SEATS. TS. MORE BODIES. MORE BODIES.
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 MARKETING
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
EXPERIENTIAL DESTINATION DRIVER CAMPAIGN
BUSINESS CLASS. BUSINESS CLASS. NEW AND IMPROVED. NEW AND IMPROVED.
• 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 BUSINESS EVENTS VICTORIA
AGGRESSIVE IN-MARKET REPRESENTATION G AY L E M O R R I S 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 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 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 VICTORIA
BUSINESS EVENTS BEST PRACTICES 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. BUSINESS EVENTS VICTORIA
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