Hilton Head Island 2012-2013 Destination Marketing Plan

Topics: Traveler, Brand, Hilton Head Island, South Carolina Pages: 8 (1192 words) Published: March 26, 2013
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Hilton Head Island Visitor & Convention Bureau 2012-13 Destination Marketing Plan


Chairman, Hilton Head Island Marketing Council

Steve Birdwell

{ Hilton Head Island Marketing Council
Steve Birdwell, Chairman Kathi Bateson Cary Corbitt Karen Kozemchak Ryan Matz Tom Ridgway Steve Riley Carolyn Vanagel Rob Jordan Gerard Mahieu David Tigges

{ Hilton Head Island Marketing Council
Short Term Goals Top 5 1. Identify our top assets (events/attractions/ activities), especially those that target affluent travelers, and build robust packaging with lodging around them. 2. Develop our Social Media Strategy & Allocate Resources to fully optimize. 3. Get Louder! Campaign to better communicate story of destination and organization’s marketing programs and successes locally. 4. Improve partners planning together and creation of high impact co-op programs (like US Airways) to market destination with partners. 5. Improve and broaden SEO and keyword search. Long Term Goals (Up to 10 Years) Top 5 1. Funding – Grow destination marketing funding 2. Tourism Product Development – destination engagement in planning and leveraging plan announcements, openings and new products 3. Explore licensing of The Lighthouse as iconic brand image for HHI as a destination 4. Airport/ Air Service Improvements– terminal improvements, low cost carrier needed 5. Major New Fall/Winter event (Build auxiliary event(s) in fall around the Concours to increase visitation and identify new event for off-season).


President & CEO, Hilton Head Island-Bluffton Chamber of Commerce

Bill Miles


President, Young Strategies Inc.

Berkeley Young

Optimism & Reinvestment!
A Positive travel forecast for 2012!

Tuesday, May 22, 2012 Hilton Head Island, SC


2011 – Recovery to expansion?
• “Counterintuitive” • Stock market erratic, corp. cash stockpiles • Federal, State & Local governments strapped – Spending – Taxes – Deficit

• • • •

Unemployment languishing close to 8% Personal savings up Personal spending down Higher prices – gas, food and yes, travel




Good News for 2012! {

• February ADR grew by a near-record increase of 7.6% over prior year.

• In North America, hotel rates jumped more than seven percent for both business (+7.1%) and leisure (+7.3%) travelers in February, marking the biggest year-overyear increase on record, according to Pegasus. • Despite an expected slowdown in April, forwardlooking booking data shows demand increasing at a steady pace into the spring and summer, according to the Pegasus View. • STR's most recent forecast predicts ADR will grow 3.8 percent in 2012 and 4.4 percent in 2013.

An Evolving Traveler { • Mercenary Traveler • Last minute planning • Value seeking • More shorter trips • Shift - Boomers to GenX • Exploring new planning technology • Changing travel party demographics • Fewer but more engaging activities


Leisure travel is no longer just a luxury For most It is a form of therapy We just have to get away!


An Evolving Traveler

The NEED to GET AWAY: • Get away from work, friends, family • Get away from debt, politics, religion TRUMPS: • Price of gas • Lack of job • Debt, politics, family, etc.


Top Travel Trends
• Last minute planning > news cycle • Technology to book –Website = experience (videos)

• Social media = relationship • Jaded travelers – been there done that • Impatient travelers want you to take charge of their TOTAL experience


Traveler Expectations

• We are hearing from travelers that it is not always about the destination, but also about what their passion points are, what motivates them, what they love to do in their life," – Ellen Bettridge, vice president American Express Retail Travel Network.


Traveler Expectations
• Travelers are increasingly building their trips around festivals (such as wine and/or food). •...
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