187, , %

Transcription

1 Destination Performance Report Current Month and Year Lodging & Visitor Overview - October 218 Lodging Sales $39,326, % Hotel Occupancy 78.2% -1.8% Hotel Demand 187,25 4.% Hotel ADR $ % Hotel RevPAR $ % Airport Passengers 89, % Asheville Visitor Center 25, % Pack Sq Visitor Center 1,33 29.% Black Mtn Visitor Center 3,58-1.7% Travel Guide Requests 2, % Lodging & Visitor Overview - Fiscal Year to Date Lodging Sales $12,964,389 1.% Hotel Occupancy 8.% -.5% Hotel Demand 581, % Hotel ADR $ % Hotel RevPAR $ % Airport Passengers 38, % Asheville Visitor Center 89, % Pack Sq Visitor Center 4, % Black Mtn Visitor Center 12,84-17.% Travel Guide Requests 12, % Lodging Sales and Occupancy Lodging Sales (prev. year) Lodging Sales $ 5M $ 38M $ 25M $ 13M Lodging Sales (prev. year) Lodging Sales Hotel Occupancy (prev. year) Hotel Occupancy Oct 217 Dec 217 Feb 218 Apr 218 Jun 218 Aug 218 Nov 217 Jan 218 Mar 218 May 218 Jul 218 Sep % 5% 25% % Hotel Occupancy (prev. year) Hotel Occupancy Hotel Demand, ADR & RevPAR ADR (previous year) ADR RevPAR (previous year) RevPAR $ 2 $ 15 $ 1 $ 5 Hotel Demand (prev.u year) Demand ADR (previous year) ADR RevPAR (previous year) RevPAR 2K 15K 1K 5K Hotel Demand (prev.u year) Demand Oct 217 Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 Jun 218 May 218 Jul 218 Aug 218 Sep 218

2 Destination Performance Report Last Month AirDNA Data AirDNA Data - Fiscal Year to Date Airbnb Occupancy 55.5% -3.1% Airbnb ADR $ % Airbnb RevPAR $ % Airbnb Occupancy 58.9% -.8% Airbnb ADR $ % Airbnb RevPAR $ % AirDNA ADR, RevPAR and Occupancy $ 12 Airbnb Occupancy Airbnb ADR Airbnb RevPAR Airbnb Occupancy (previous year) Airbnb ADR (previous year) Airbnb RevPAR (previous year) 8% Airbnb ADR Airbnb RevPAR $ 9 $ 6 $ 3 6% 4% 2% Airbnb Occupancy Oct 217 Dec 217 Feb 218 Apr 218 Jun 218 Aug 218 Nov 217 Jan 218 Mar 218 May 218 Jul 218 Sep 218 % Airport Passengers vs. Hotel Demand 2K Airport Passengers Demand Airport Passengers (previous year) Demand (previous year) 15K 1K 5K Oct 217 Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Visitor Center & Travel Guide 3K AVL Visitor Ctr Blk Mtn Visitor Ctr Travel Guide Requests AVL Visitor Ctr (previous year) Blk Mtn Visitor Ctr (previous year) Travel Guide Requests (previous year) 6K AVL Visitor Ctr Blk Mtn Visitor Ctr 23K 15K 7.5K 4.5K 3K 1.5K Travel Guide Requests Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218

3 Sales Department Performance Report Sales Leads and Outreach - Sales Leads Issued % Current Month and Year October 218 Room Nights (Leads) 27, % Leads Turned De nite % Room Nights (De nite) 6, % Estimated Revenue $1.4M -19.9% P2P Outreach 1, % Indirect Outreach 13, % Group Events % Room Nights Generated 6, % Actualized Revenue $2.34M 123.9% Groups Serviced % Sales Leads and Outreach - Fiscal Year to Date Sales Leads Issued % Room Nights (Leads) 83, % Leads Turned De nite % Room Nights (De nite) 27, % Estimated Revenue $5.44M -21.3% P2P Outreach 4, % Indirect Outreach 27, % Group Events % Room Nights Generated 25, % Actualized Revenue $6.64M 24.5% Groups Serviced % Sales Leads vs. De nite 1 Leads De nite Leads (previous year) De nite (previous year) Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218 Room Nights Represented in Leads vs. De nite 3K Leads De nite Leads (previous year) De nite (previous year) 23K 15K 7.5K Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218

4 Sales Department Performance Report Estimated vs. Actualized Revenue Estimated Actualized Estimated (previous year) Actualized (previous year) $ 4M Estimated Actualized $ 3M $ 2M $ 1M Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218 Sales Outreach 218 by Month Month of Year Person-to-Person Outreach % Δ Indirect Outreach % Δ 1. October 1, % 13, % 2. September 1, % 3, % 3. August 1, % 9, % 4. July % 1, % 5. June % 1, % 6. May % 11, % 7. April 1,12-3.2% 4, % 8. March 1, % 5, % 9. February 1, % 12, % 1-1 / 1 < > Group Events by Month and Room Nights Generated Month of Year Group Events This Month % Δ Room Nights Generated % Δ 1. October % 6, % 2. September % 1, % 3. August % 6, % 4. July % 1, % 5. June % 3, % 6. May % 4,11 76.% 7. April % 4, % 8. March % 3, % 9. February % 2, % 1-1 / 1 < >

5 Marketing Department Performance Report Current Month and Year Marketing Metrics Overview - Website Visits 419,48 8.3% October 218 Mobile Site Visits 284,5 15.4% ares - Room Nights % ares - Room Revenue $18, % Total Facebook Fans 279, % PR Publicity Value $736.43K 33.2% PR Estimated Impressions M -53.9% Signi cant Placements % Media Touchpoints % Video Views 63, % Marketing Metrics Overview - Fiscal Year to Date Website Visits 1.72M 6.3% Mobile Site Visits 1,184,84 12.% ares - Room Nights % ares - Room Revenue $78, % Avg. Total Facebook Fans 277, % PR Publicity Value $4.85M 172.6% PR Estimated Impressions M -5.7% Signi cant Placements % Media Touchpoints % Video Views 476, % ExploreAsheville.com Web Stats 6K Total Site Visits Mobile Site Visits Total Site Visits (previous year) Mobile Site Visits (previous year) 45K 3K 15K Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218 Online Reservation (ares) Data ** The bump in Jan Mar 217 is due to Peak Perks campaign ($25 gift card) $ 3K Room Revenue Room Nights Room Revenue (previous year) Room Nights (previous year) 16 $ 23K 12 Room Revenue $ 15K 8 Room Nights $ 7.5K 4 Nov 217 Dec 217 Jan 218 Feb 218 Mar 218 Apr 218 May 218 Jun 218 Jul 218 Aug 218 Sep 218 Oct 218

6 Marketing Department Performance Report Print & Broadcast Value & Impressions Month of Year Publicity Value - Print/Broadcast % Δ Editorial Impressions - Print/Broadcast % Δ 1. September $515, % 6,188, % 2. August $2,376,632 1,14.7% 1,42, % 3. July $1,439, % 3,99, % 4. June $379, % 1,8, % 5. May $1,18, % 3,863, % 6. April $1,831, % 5,417, % 7. March $2,954, % 2,938, % Online Publicity Value and Impressions Month of Year Publicity Value - Online % Δ Estimated Impressions - Online % Δ 1. September $22, % 229,118, % 2. August $229, % 345,348, % 3. July $67, % 85,52, % 4. June $53, % 65,37,63-9.4% 5. May $161, % 272,72, % 6. April $255, % 587,967, % 7. March $145, % 255,312, % Media Placements & Touchpoints Month of Year Media Touchpoints / Interactions % Δ Signi cant Placements % Δ 1. September % % 2. August % % 3. July % % 4. June % % 5. May % % 6. April % % 7. March % 4-5.6% Facebook Fans & Video Views (All Platforms) Month of Year Total Facebook Fans % Δ Video Views % Δ 1. October 279, % 63, % 2. September 278,82 7.% 222, % 3. August 276, % 159, % 4. July 275,489 7.% 3, % 5. June 274, % 42, % 6. May 273,56 7.1% 57,35-6.7% 7. April 27, % 6, %

7 Destination Performance Report - Glossary Destination Performance Metrics Lodging Sales - Total lodging sales for all property types reported for the previous month. Data is provided by the Buncombe County Finance Department. Hotel Occupancy - Percentage of available rooms sold during the previous month. Occupancy is calculated by dividing the number of rooms sold by rooms available. Data is provided by Smith Travel Research. Hotel Average Daily Rate (ADR) - A measure of the average rate paid for rooms sold for the previous month, calculated by dividing room revenue by rooms sold. Data is provided by Smith Travel Research. Hotel Demand - The number of rooms sold in the previous month (excludes complimentary rooms). Data is provided by Smith Travel Research. Hotel Revenue Per Available Room (RevPAR) - Total room revenue for the previous month divided by the total number of available rooms. Data is provided by Smith Travel Research. Total Airport Passengers - Total monthly air tra c reported for the previous month. Data is provided by Asheville Regional Airport. Asheville Visitor Center - Total monthly visitors to the Asheville Visitor Center. Data is provided by the Asheville Area Chamber of Commerce. Pack Square Park Visitor Center - Total monthly visitors to the Pack Square Park Visitor Center. Data is provided by the Asheville Area Chamber of Commerce. Black Mountain Visitor Center - Total monthly visitors to the Black Mountain Visitor Center. Data is provided by the Black Mountain- Swannanoa Chamber of Commerce. Travel Guide Requests The number of travel guides requested monthly via the website and leads. Data is provided by Simpleview CRM. Airbnb Listing room nights - the sum of all Airbnb listing nights that were available for rent times the number of rooms per listing. Airbnb Occupancy - Booked Airbnb listing room nights divided by available Airbnb listing room nights in the given month. This only counts listings as being available if they had one booked night in the month. Data is provided by AirDNA. Airbnb ADR (Average Daily Rate) - Total Airbnb monthly revenue divided by the total number of Airbnb listing room nights booked in a given month. ADR includes cleaning fees but not other Airbnb service fees or taxes. Data is provided by AirDNA. Airbnb RevPAR (Revenue Per Available Room) - Total Airbnb monthly revenue divided by the total number of Airbnb listing room nights available in a given month. Data is provided by AirDNA. Sales Performance Metrics Sales Leads Issued - Monthly tentative sales leads sent to hotel partners. Data is provided by Simpleview CRM. Room Nights (Leads) - Monthly room nights represented in the tentative leads sent to hotel partners. Data is provided by Simpleview CRM. Leads Turned De nite - Monthly leads sent to hotel partners that have resulted in a rooms agreement. Data is provided by Simpleview CRM. Room Nights (De nite) - Monthly room nights represented in de nite leads. Data is provided by Simpleview CRM. Estimated Revenue - Estimated monthly revenue of de nite leads. Data is provided by Simpleview CRM. P2P Outreach - Monthly person-to-person interactions between the sales team and clients. Data is provided by Simpleview CRM. Indirect Outreach - Monthly communications from the sales team to more than one client at a time. Data is provided by Simpleview CRM. Group Events - The number of groups who were sourced through the bureau and met in Asheville during the given month. Data is provided by Simpleview CRM. Room Nights Generated - Room nights generated by the groups who were sourced through the bureau and met in Asheville during the given month. Data is provided by hotel partners and compiled by Simpleview CRM. Actualized Revenue - Room nights generated by the groups who were sourced through the bureau and met in Asheville during the given month. Data is provided by hotel partners and is compiled by Simpleview CRM. Groups Serviced - Groups who met in Asheville who received or were offered additional planning services by Explore Asheville during the given month. Data is provided by Simpleview CRM.

8 Destination Performance Report - Glossary Marketing Performance Metrics Website Visits - Number of monthly website sessions to ExploreAsheville.com. Data is provided by Google Analytics. Mobile Site Visits - Number of monthly website sessions from mobile and tablet devices to ExploreAsheville.com. Data is provided by Google Analytics. ares - Room Nights - Number of monthly room nights booked through ares Travel third party booking engine at reservations.exploreasheville.com. Data is provided by ares Travel. ares - Room Revenue - Total monthly room revenue for rooms booked through ares Travel third party booking engine at reservations.exploreasheville.com. Data excludes cancellations and is provided by ares Travel. Total Facebook Fans - Total number of Facebook fans for the Visit Asheville Facebook page reported monthly. Data is provided by Facebook. PR Publicity Value Estimated ad equivalency cost of clips secured across multiple mediums reported for the previous month. Data is provided by Cision. PR Estimated Impressions The circulation of the publication and the estimated gross impressions for broadcast and digital articles by the placements reported for the previous month. Data is provided by Cision. Signi cant Placements Clips from online, print or broadcast media that Explore Asheville had a hand in securing or that feature Asheville predominantly and have a reach of certain threshold. Reported for the previous month. Data is provided by Cision. Media Touchpoints Monthly contact that members of the PR team had with various media outlets or journalists. Data is provided by Explore Asheville PR Team. Video Views (All Platforms) - Figures for total monthly video views on all platforms. Data is provided by YouTube, Vimeo, Facebook, and Instagram and does not include advertising campaign views.