Nov. 4, 2016

No One Does Halloween Like Orlando

As Orlando packs up the jack-o-lanterns and wraps up two months of Halloween festivities, I'd like to share results from a successful new campaign we undertook this year to drive more demand to visit us during this period.
 
The Halloween industry has had an incredible rise in consumer popularity, doubling in size in the last decade and generating an estimated $8.4 billion in retail spending. Realizing that Orlando has a competitive advantage over other destinations with the quantity - and quality - of Halloween events we offer, this year Visit Orlando launched a new campaign laying claim to Orlando as the "World's Halloween Capital."
 
Through several creative media stories and unique social media campaigns, we created a point-of-difference for our destination. These efforts generated more than 160 million new consumer impressions for Orlando in news media and online.  We secured stories in national outlets such as the New York Times , FOX news, and the Weather Channel among others.
 
The feedback and results from this campaign were a "screaming success" and uniquely positioned Orlando again as no other destination in the country. We look forward to expanding it even more next year.

-George Aguel

Strong September Results Lead Into Positive Outlook

Key industry metrics showed strong year over year growth in September. Occupied room nights rose 8.9 percent in September over prior year levels, the fastest year-over-year growth in more than a year. Total passenger traffic at OIA in September rose 9.5 percent over September 2015, with strong growth in both domestic (+9.7%) and international (+8.2%) volume. At the Orange County Convention Center, convention and tradeshow attendance in September was 85 percent higher than the same month last year. Leading indicators suggest the destination will experience continued growth in Q4. Reports on hotel bookings indicate bookings for Q4 are about 5 percent ahead of last year's pace, and convention-tradeshow attendance at OCCC is expected to exceed prior year levels in each of the remaining months, with cumulative attendance in Q4 up 29 percent over last year.

Orlando Targets Luxury Market

Recently named a Worth dynamic destination , Visit Orlando and its members capitalized on the designation with an annual marketing program which included a custom destination insert for the magazine's most popular "Power 100" issue, showcasing the breadth of Orlando's luxury offerings. In addition to inclusion in the magazine that reaches high net worth individuals across the country, Visit Orlando will use reprints as well as digital extensions as a marketing tool to position Orlando as a premium destination for both affluent leisure and business travel. The development of the content was done in partnership with the Orlando EDC to showcase the totality of Orlando's appeal as a dynamic destination.

Travel Agents Visit Orlando

Visit Orlando hosted six travel agents with the Mark Travel Fam, Oct. 16-21. While staying at Universal's Cabana Bay Beach Resort and the Lake Buena Vista Resort Village & Spa, they experienced many of the destination's attractions including: Walt Disney World, SeaWorld Orlando, Universal Studios, Blue Man Group, Escapology, Boggy Creek Airboat Rides, and various venues at I-Drive 360. The group also conducted site visits at Grande Lakes Orlando, Loews Sapphire Falls Resort, Hard Rock Hotel, Loews Portofino Bay Hotel at Universal Orlando, Reunion Resort, Sheraton Vistana Villages, B Resort and Caribe Royale Orlando.

Travel Conference Provides Exposure

Visit Orlando participated in the 2016 AAA Travel "Breaking Boundaries" Conference Oct. 16-19, which took place at the Loews Royal Pacific Resort at Universal Orlando. With more than 100 delegates in attendance, Orlando was excited to welcome this group of executives to the destination and had a significant presence at the tradeshow.

Visit Orlando Hosts China Fam

Last week, Visit Orlando hosted a CITS Shenzhen China Fam. Universal's Cabana Bay Beach Resort, Four Seasons Resort Orlando at Walt Disney World and Disney's Coronado Springs Resort hosted the group, who experienced an action-packed itinerary including visits to Universal and Disney theme parks, as well as SeaWorld Orlando and shopping at the Orlando Vineland Premium Outlets.

Germany Travel Agents Trained

Visit Orlando trained 115 German travel agents from all over the country as part of the Visit USA Germany Halloween event at the Hilton Hotel at Frankfurt Airport. Incorporating an Oscar-style themed event, Visit Orlando and SeaWorld Parks & Entertainment presented the latest news, product updates and sales tools. The event culminated with a Halloween party, featuring an Orlando stay and attraction tickets as the grand prize.

Luxury Travel Agents Explore Orlando

Visit Orlando hosted seven luxury travel agents from across the U.S. and Canada on the bi-annual Virtuoso Fam, Oct. 25-29. Learning more about Orlando's luxurious side, the group stayed at the Four Seasons Resort Orlando at Walt Disney World and the Waldorf Astoria Orlando, while also attending special dinner events at The Ritz-Carlton Orlando, Grande Lakes and the Loews Portofino Bay Hotel at Universal Orlando. The agents indulged in spa treatments, experienced VIP tours at Universal Orlando Resort and Walt Disney World, swam with dolphins at Discovery Cove, and enjoyed a private breakfast in the Versace store at The Mall at Millenia.

Connect-ing Meeting Planners

Connect Faith and Connect Florida, in conjunction with Visit Orlando, met at the Rosen Shingle Creek, Oct. 25-27. The education conference and appointment-only tradeshow brought faith-based, specialty and association meetings planners together for three days of general sessions, roundtables, workshops, and networking. Fred Shea, senior vice president of Visit Orlando, welcomed the 1,000 attendees. The Visit Orlando convention sales team networked with more than 300 meeting planners and had 180-plus hosted buyer appointments.

Pictured are: Left to right Travis Binkley, Visit Orlando; James Taylor, Royal Rangers; Trudy Grant National Action Network; Janice Sturm, Experient, A Martiz Global Events Company; Michael Townes, Visit Orlando; Lamar Keener, Evangelical Press Association;  Aitza Diaz, Visit Orlando;  and Bishop Albert Jamison, Sr., Gospel Music Workshop of America.

Gaining Insight into Canadian Market

Visit Orlando hosted the 6th Annual Canada Advisory Board Meeting and Retreat in Ontario, Canada - featuring 22 travel agents and partners including Disney Parks & Resorts, Universal Orlando Resort and Gatorland. At the retreat, Visit Orlando's team presented a comprehensive destination overview and members shared valuable insight surrounding the Canadian market.

Joining Forces with Mexico

Visit Orlando co-hosted an educational seminar with one of Mexico's most recognized tour operators, Ofertur, training 126 travel agents on new and coming attractions in Orlando. Held in Hacienda de los Morales, a historical venue that boasts Mexico's fine dining establishments, the Ofertur team in return showcased their offerings for the holiday period. Ofertur brought more than 4,000 passengers to Orlando in 2015.

Visit Orlando Host Clients at Gold Cup

Visit Orlando, along with 16 members, sponsored a fun-filled day at the 79th Running of the International Gold Cup Races in The Plains, Virginia. More than 100 clients attended the prestigious steeplechase race that is a time honored tradition in the Virginia horse country. Mid - Atlantic clients enjoyed a private tent on Members Hill with activities that included a "Who Wore it Best" hat and bowtie contest, as well as a "Passport to Gold Cup" networking event. Clients also joined the team on the grandstand to watch the "Innovation Hurdle Race."

This Week at the Convention Center

Orlando is No. 1 for Festive Destinations

Orlando tops the list of Christmas long-haul destinations for UK families, according to research by an online marketing company.

Accepting Applications from Non-Profits

Visit Orlando is accepting applications from local non-profits that benefit families and children to partner with in the coming year. Last year, Visit Orlando contributed more than $175,000 through its annual fundraising events. Eligible non-profits are encouraged to apply for consideration no later than Nov. 11.

Budget-Friendly Cities for Holiday Travel

Kayak crunched millions of flight and hotel searches in its database to create a list of budget-friendly cities for holiday travel. Orlando made the list.

Details Revealed for Jimmy Fallon Ride

Any fan of "The Tonight Show" knows to expect the unexpected when Jimmy Fallon is involved.

Business Travel Forecast Rises Slightly

The number of domestic business travel trips outpaced domestic leisure travel for the first time in more than a year during the month of September, according to the U.S. Travel Association's most recent Travel Trends Index.

Travel Brands: Snapchat Aims to Be Ad-Friendly

Whilst Instagram is owned by digital advertising expert Facebook, Snapchat is in it on its own. Trying to lure more advertisers to the platform Snapchat has taken some significant steps to improve the advertising experience on the platform.

Hotels Offer Guests Chance for 'Luxploration'

Hotel brands and travel companies around the world have been amping up their luxury experience offerings in the past year, appealing to travelers who want to come home to plush amenities after adventurous outings.

CDC Zika Information

According to the Centers for Disease Control (CDC), its most current data available (Nov. 2, 2016) indicate that 139 locally acquired cases have been reported in the United States, while 3,988 travel-associated cases have been reported. For the most current information about the Zika virus, visit the CDC's Zika page.