January 26, 2018

Central Florida Lodging Sector
Turns In Exceptional 2017

-George Aguel

Orlando's occupancy rate averaged 78.6 percent in December, up 8.6 percent from the previous year -- the highest December occupancy rate on record. The average daily rate rose 8.4 percent to a record $129.50, and RevPAR soared 17.7 percent. December's strong performance capped a record-setting year for Orlando's lodging market, with all-time highs for average daily rate ($121.53), revenue per available room ($96.40) and room nights sold (34.7 million). The annual occupancy rate of 79.3 percent was the second highest since 1979.

In addition, the Orlando market posted stronger growth across all key metrics in 2017 than state and national averages. And when compared to STR's 25 largest lodging markets, Orlando posted the second-fastest growth in occupancy (4.9%), average daily rate (4.8%) and revenue per available room (10%).

Creating Interactive Fan
Experiences at Pro Bowl

As Orlando prepares for Saturday's 2018 NFL Pro Bowl at Camping World Stadium, the Visit Orlando team has been at ESPN Wide World of Sports to support weeklong interactive guest experiences that include unique photo moments and opportunities to showcase our destination. In addition, Visit Orlando is hosting the event's social media command center, which allows fans to engage with our destination experts.

Integrated Campaign
Launches in Ontario

Visit Orlando launched its first fully integrated advertising campaign during the first quarter in Ontario with the goal of capturing more spring and summer visitors. Canadians commuting to downtown Toronto will see branding messages throughout the busy Bay Street subway terminal and Brookfield Place, as well as signage at multiple subway stops along the way. In addition, the Visit Orlando "Never Ending Story" brand spot will be shown in select movie theaters. The campaign runs through March 11.

Teaming Up To Reach
Leading M&C Clients

Visit Orlando, the Orange County Convention Center and several members recently hosted 55 top association and corporate clients in Nashville during the Professional Convention Management Association's annual Convening Leaders event. Those in attendance learned about new developments in the destination, as well as top reasons to host a convention in Orlando and unique opportunities for event planners.

PR Team Lands
USA Today Magazine

Visit Orlando landed coverage in Go Escape magazine by USA Today (circulation 100,000) on Orlando experiences beyond the theme parks, which is timed perfectly for when the majority of the country is experiencing cold weather. The article highlights activities ranging from clear kayaking at Rock Springs and Cirque du Soleil-style classes at the Orlando Circus School to relaxing at Wekiva Island.

Visit Orlando, Community
Partners Kick Off ZORA!

Visit Orlando and other partners joined The Association to Preserve the Eatonville Community at a press briefing last week that kicked off the annual ZORA! Festival. The multiday festival celebrates the life and work of 20th-century writer Zora Neale Hurston and her hometown of Eatonville, the nation's oldest incorporated African-American municipality. Attracting thousands of locals and tourists, ZORA! features museum exhibitions, panel discussions, workshops and concerts, beginning with a three-day street arts festival.

Brazilian TV Program
Showcases Orlando

The public relations team worked with TV show Planeta Brasil to film several episodes focusing on value attractions throughout the destination. Reaching 33 million households and owned by Rede Globo -- the largest TV network in South America -- the lifestyle series featured Brazilian actor-celebrity Leandro Hassum on location in Orlando.

Visit Orlando and JetBlue
Host Top Mexican Media

The public relations team partnered with JetBlue to promote the airline's increase in daily flights from Mexico City to Orlando. Several journalists -- representing publications with a combined reach of 36 million -- experienced everything from theme parks and value attractions to dining, nightlife and more. The trip has generated multiple articles in Reforma De Viaje, Style by Shock, El Blog de Yes and others, with more publicity expected in the coming weeks.

Inc. to Cover Tech
at The Attractions

The public relations team assisted writer Jeff Barrett, on assignment for Inc. (7.5 million potential impressions) to cover technology in Orlando, including how tech is used in innovative theme park attractions like Harry Potter and the Escape from Gringotts at Universal Orlando Resort. The journalist also plans to write about Orlando as a top family destination. Be on the lookout for potential future stories in Huffington Post, Cheddar and Thrive.

At the Center

Orlando Gets New Direct
Flights to Northeast Brazil

GOL Linhas Aéreas will now offer direct flights from Orlando to Brasília and Fortaleza, a new hub in the northeast region of the country. Brazil provides the third-most international visitors every year to Orlando.

Disney Springs Makes
'52 Places to Go' List

The redesigned and expanded Disney Springs made the New York Times' "52 Places to Go in 2018" list. The venue was touted as "an unexpected culinary destination with a focus on grown-ups."

Expect a Busy Q1
at Convention Center

The Orange Convention Center will hold 50 events in the first three months of 2018 -- eight more than the same time period in 2018 -- drawing an estimated 448,000 people. Nearly one-third of the Convention Center's yearly attendance is expected during the first quarter of the year.

Holocaust Center
Moving Downtown

The Orlando Sentinel reported that the Holocaust Memorial Resource and Education Center of Florida is planning a move from Maitland to downtown Orlando, along with an expansion that will make it five times the size of its current 7,000-square-foot facility.

Travel App Usage
Continued Rise in 2017

A global study of smartphone usage found that airline apps were particularly strong last year, with users spending 10 percent more time on them compared to 2016. Airlines are increasingly adding features to their apps to enhance the travel experience and reconnect with their most loyal customers.

Destinations Call on
Chefs to Entice Foodies

As reported by Skift, tourism destinations are beginning to partner with celebrity chefs to market their award-winning restaurants, while encouraging travelers to sample signature dishes in the area. A recent AAA survey found that engaging food experiences like meeting chefs are some of the most important activities many U.S. travelers want to do during their trips.

Disney Fifth-Most
Admired Company

Fortune surveyed business executives, directors and securities analysts to create a list of the world's most admired companies -- and several travel and tourism made the cut. The highest is Disney at No. 5, followed by Southwest Airlines in eighth. Representing the hotel industry, Marriott International also made the list.

New Research: Millennial
Travelers Prefer Hotels

New research by Resonance showed that while the rise of room-sharing services such as Airbnb has been dramatic, millennial travelers in the U.S. still prefer staying at full-service hotels when given the option. The millennial travel market continues to grow, with $200 billion spent in 2018 alone.