CVB Outlook 2004

1
CVB Outlook 2004

• Doug Price
• Senior Vice President
• IACVB

2
Branding Destinations

• Perceptions and Perspectives related to the
  entire Convention Visitors Bureaus industry
  from a stakeholders point of view.
• The development of an Official Promise for the
  entire CVB industry that will enhance its
  reputation, recognition and success.

3
Branding Destinations

• The purpose of the Brand Leadership Campaign is
  to identify, develop, maintain and enhance CVBs
  distinctive characteristics, which are intended
  to be translated into unique perception and
  advantages for individual destinations.

4
Branding Destinations

• In order to be distinctive, CVBs must be
  perceived as
• Separate - not being the same
• Different - in nature or quality
• Prominent - clear to the senses
• Special - quality, style, attractiveness
• Superiority - notable, expert
• Conspicuous - eminent, excellence

5
Branding Destinations

• The promise should serve as the guiding star
  for everything a destination does.
• Its primary purpose is to communicate clearly
  what a brand stands for in the minds of the
  stakeholders (employees, visitors, influencers,
  agents, representatives, etc.) who are associated
  with the CVB.

6
Performance Metrics
7
Performance Measures

• Performance Measures
• Leads Generated
• Referrals Generated
• Gross Advertising Impressions
• of Media/PR Calls
• of Web User Sessions
• Brochure Requests
• Coupons Redeemed

• Industry Indications
• Occupancy RevPar
• Attractions Receipts
• De-Planements
• Average Restaurant Check

8
Health of Tourism

• CVBs Overall Reflect Economy
• 85 -75 Rule
• Over 75 of Funding from Hotel Occupancy Taxes

9
Health of Tourism

• 2004 GDP Growth
• US 4.0
• Europe 2.0
• Great Britain - 2.8
• China 7.5
• Dollar Will Remain Somewhat Weak
• 44 Convention Center Expansions
• 22 New Centers

10
Trends in US Market Segments Leisure Travel

• 2004 Leisure Travel to Grow 3.2
• 2004 Conventions Attendance Increase by 4
• Overall Number of Conventions Will Remain Flat
• Corporate Business Trips Increase 4.2 in 2004

11
Convention Center Expansion

• Second Third Tier Cities Will Compete with
  First Tier Cities Pieces of Business
• Increased Supply of Convention Center Space

12
Class of 2007

• Iraq has Always Been a Problem
• Ctrl Alt Del is as Basic as ABC
• Paul Newman Has Always Made Salad Dressing
• An Automatic is a Weapon, Not a Transmission
• Gas Has Always Been Unleaded
• Computers Have Always Fit in A Backpack
• Datsuns Have Never Been Made

13

• Predictions are Difficult, Especially When You
  are Talking About the Future Yogi Bera