2014 sales & marketing overview - · pdf fileperforming arts, enhance the orange county...

Lake Buena VistaResort Vi l lage & Spa

2014SALES & MARKETINGOVERVIEW

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LAKE BUENA VISTA RESORT VILLAGE & SPA 2014 SALES & MARKETING OVERVIEW


TABLE OF CONTENTS

• Introduction - Market Summary .......................................................................................................................... • Situation Analysis ..................................................................................................................................... - Domestic Visitation ...................................................................................................................... - International Visitation ................................................................................................................ - Marketing by Segment ................................................................................................................ - Market Segmentation ..................................................................................................... - Internet Presence ........................................................................................................... - E-Commerce .................................................................................................................... - SMERF Market ................................................................................................................. - Meetings/Conventions & Business Travel .................................................................. - Travel Agent/GDS ............................................................................................................ - Social Media .................................................................................................................... - International Wholesale - Group .................................................................................. - Brazil Market & Agency ................................................................................................. - Direct CRO ........................................................................................................................ - Revenue Management ................................................................................................... - Yield Management .......................................................................................................... - Latest Research ............................................................................................................................ - Orlando Visitation ........................................................................................................... - Economic Indicators ...................................................................................................... - Market Performance Indicators ................................................................................... - Lodging Industry Performance ..................................................................................... - Visitor Forcast .................................................................................................................. - Strengths & Opportunity Analysis ............................................................................................. - Our Property ..................................................................................................................... - Competitive Analysis ...................................................................................................... - Service Offering/Differentiate .......................................................................................

• Marketing Strategy ................................................................................................................................... Marketing Objective ....................................................................................................................... Target Marketing ............................................................................................................................. Advertising & Sales ........................................................................................................................ Internet Marketing .......................................................................................................................... Public Relations ..............................................................................................................................

• Exhibits ........................................................................................................................................................ Advertising Design ......................................................................................................................... Collateral ..........................................................................................................................................

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As we reflect on 2013; it has been a year of mixed signals and mixed messages regarding the recovery of the travel industry. We saw strength in the travel business growth yet the news was plastered with warnings of a deepening recession. There was confusion and concerns re the future and yet consumer confidence hit an all-time high December!! The fiscal cliff was ever looming with the extended period of the government shutdown having us all in a tail spin but the stock market was strong. Despite mixed signals, the top 25 US Hotel Markets experienced growth in occupancy of 1.8%, while ADR increased by 4.6%. Leading markets in ADR growth include Miami (7.9%), Anaheim (6.2%), Los Angeles (4.9%) and Orlando (4.0%)

The good news is that the signals are not so mixed or conflicting for 2014. The US government appears to be close to fixing the US Budget Crisis, European economies seems to be much more stable and a Travel Industry of America (TIA) Report reflected that 8 out of 10 industry experts anticipate an improved Travel Industry, with forward bookings for 2014 looking very strong. Maintaining this momentum will be the key with the world economies and stability determine the forward pace. So while the industry is still somewhat fragile, certainly all indicators are that the Travel Industry can expect growth in occupancies, rate and REVPAR in 2014.

Data recently released by the largest online travel agent showed significant increase in booked forward travel with the greatest opportunities & growth seen from the international arrivals to the USA up 25%. This included an increase from China + 81%. China is predicted to be the top tourist source market for the United States by 2018 with the number of visiting Chinese hitting 4.7 million,

The U.S. Department of Commerce released their latest Travel and Tourism Forecast, a twice-yearly report produced by the International Trade Administration that predicts the number of international travelers that will visit the United States during the next five years.The forecast shows that the United States can expect four percent average annual growth in tourism through 2018, and that nearly 72 million foreign travelers are projected to visit the United States in 2014 alone. This strong forecast follows three consecutive international visitor volume records set in 2010, 2011, and 2012. Total visitor volume for 2013 is expected to be up 3 percent from 2012, which would set a fourth-straight record.The 2014 American Express Meetings & Events forecast reveals that overall spending on meetings in North America is expected to be flat next year, even though companies expect to host more events with slightly more attendees. Their budget challenges mean that localized meeting demand is expected to be a key trend for meeting planners next year, as companies look to keep meetings closer to home, using regional facilities and

Market Summary

INTRODUCTION

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perhaps their own building.Despite flat spending, meeting planners in North America are expecting to host 1.5 percent more events, with an increase of 0.6 percent in attendees per meeting. Orlando ranks as the number one meetings destination, according to Cvent Inc., a Virginia-based company that runs an online marketplace for meeting-and-event planners. Not surprisingly, Travel research company PhoCusWright reports mobile travel bookings will more than triple over the next two years, reaching $39.5 million by 2015. The company’s U.S. Online Travel Overview report shows that U.S. travel market growth has slowed slightly this year due to the sluggish pace of the economic recovery, but the pace of mobile adoption continues unabated, with mobile travel bookings sustaining triple-digit growth in 2013.

Closer to home, good news came from World Travel Market in London this past November where we joined with theme parks and the destination bureau Visit Orlando to meet with top travel professionals across the U.K. and around the world. There was a high level of excitement for the growth taking place across Orlando’s travel industry and a strong interest in our area’s continued evolution as a complete travel destination competitive with any on the world stage. Reports from the top tour operators and airlines we met with during the event were very positive to Sky. Our properties are booking ahead of pace while Orlando bookings as a whole are behind pace The global economic recovery continues to boost the desire to travel from the International markets to Orlando, with the majority of senior travel professionals we spoke with indicating that they are seeing growth in their businesses and increasing consumer confidence from their customers for long haul travel to USA and specifically Orlando.

The Commerce Department’s Office of Travel and Tourism Industries report that overseas visitors to the US increased 9% during the first quarter of 2013, which is the most recent data available. Among Orlando’s key overseas markets, U.S. arrivals from Brazil increased 19%, arrivals from Argentina were up 27% and arrivals from Colombia were up 39%. Arrivals from the United Kingdom and from Germany were each down approximately 0.5% in Q1.

Other exciting news from World Travel Market includes the digital security kiosk that Orlando International Airport displayed during the week long event in London. Orlando is the U.S. pilot, the first destination in the country to be chosen to use this high-tech kiosk to enable international travelers from visa-waiver countries, such as the U.K., to clear immigration in less than two minutes. This is a major step forward in the way international visitors will experience a seamless as possible process on arrival to this destination. In addition we learned that Orlando International Airport could become one of the top 10 largest airports in the world. At least that’s the vision of the Greater Orlando Airport

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Authority’s (GOAA) executive director.Orlando International Airport was built to handle 24 million travelers but it now sees 35 million a year and that number is growing. It is essential that improvements and expansions are made. The big picture includes another billion dollars in enhancements. The end result would be four connecting rail systems, 120 new international and domestic air-side gates and two new 500-room hotels.

It’s evident that Orlando remains a destination that occupies a special place in the hearts and minds of millions of travelers worldwide, and especially in the United Kingdom, it was also very clear, however, that the competition for these crucial International markets is also growing in significance.

In November, Orange County Commissioners approved $94.5 million funding to renovate the Citrus Bowl Stadium, help complete the second phase of the Dr. Phillips Center for the Performing Arts, enhance the Orange County Convention Center and provide additional money to Visit Orlando for tourism promotion.

This was a defining moment & decision for our community. In future years, both residents and visitors will enjoy the rich cultural and exciting sports events the new venues will attract.

The $25 million of additional funding that Visit Orlando will receive over the next five years as a result of the approved funding will enhance the destinations efforts to drive future visitation and ensure that Orlando remains the leading destination that it is today.

2013 would have to be considered one of the best years in history for Orlando attractions. Several new and exciting attractions opened in 2013, including: the new Fantasyland at Magic Kingdom® Park, TRANSFORMERS, the Ride-3D at Universal Studios Florida®, Antarctica: Empire of the Penguin® at SeaWorld® Orlando, World of Chima at LEGOLAND Florida®, as well as the Atlantis Space Shuttle Experience at the Kennedy Space Center Visitors Complex. And Visit Orlando expanded campaigns in both Canada and Brazil while bringing back the first German advertising campaign in over a decade.

The future is bright for the destination and we are ready to ensure we maximize each and every opportunity and that the Lake Buena Vista Resort Village & Spa is center stage when it comes to the consumers selection set.

SITUATIONANALYSIS

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Based upon the most current full year research, Orlando hosted 52.9 million domestic visitors (person‐trips) in 2012, an increase of 3.0% over 2011. Eighty‐one percent (81%) traveled for leisure purposes (42.8 million), with the remaining 19% visiting for business purposes (10.1 million). In 2012, the volume of domestic leisure travelers from outside of Florida increased 3.1% to 20.6 million. The largest share of non‐resident travelers stayed overnight (19.0 million), while a smaller share visited for the day (1.6 million). The non‐resident day visitors are generally those that stay in other Florida destinations outside of Orlando, (e.g.: Tampa, Daytona Beach, etc.) and visit Orlando for the day.

• Orlando’s share of domestic leisure travel to Florida in 2012 was 28%.• Total 2012 domestic leisure travel volume was up 3.4% from 2011. • Leisure travel to Orlando by Florida residents increased 3.6% to 22.3 million visitors. • Non‐Florida resident leisure travel increased 3.1% to 20.6 million visitors.• Domestic leisure overnight travel to Orlando increased 5.2% to 29.8 million in 2012. • Average length of stay among domestic overnight leisure visitors was at 3.9 nights in

2012, unchanged from 2011. Leisure visitors from Florida stayed an average of 1.1 nights, while non‐Florida leisure visitors averaged 4.8 nights.

• Over half (57%) of domestic leisure visitors came to Orlando for a vacation. This group included 30% who came for a general vacation, 16% who visited Orlando for a getaway weekend, and 11% who came for a day trip.

• Visiting a theme/amusement park was the most popular activity among domestic leisure visitors (58%). Other popular activities included shopping (38%), dining (29%), and visiting friends & relatives (25%).

• The majority (61%) of domestic leisure visitors stayed in hotels/motels. A smaller percentage stayed in homes, apartments or condos (24%), timeshare (12%) and other types of accommodations (3%).

• Domestic leisure visitors spent an average of $516 per person per trip, or $1,230 per party per trip.

• Orlando hosted 52.9 million domestic visitors (person‐trips) in 2012, an increase of 3.0% over 2011. Eighty‐one percent (81%) traveled for leisure purposes (42.8 million), with the remaining 19% visiting for business purposes (10.1 million).

• Orlando’s share of domestic leisure travel to Florida in 2012 was 28%.Total 2012 domestic leisure travel volume was up 3.4% from 2011. Leisure travel to Orlando by Florida residents increased 3.6% to 22.3 million visitors. Non‐Florida resident leisure travel increased 3.1% to 20.6 million visitors.

• Domestic leisure overnight travel to Orlando increased 5.2% to 29.8 million in 2012. • Average length of stay among domestic overnight leisure visitors was at 3.9 nights in

2012, unchanged from 2011. Leisure visitors from Florida stayed an average of 1.1 nights, while non‐Florida leisure visitors averaged 4.8 nights.

Domestic Visitation

SITUATION ANALYSIS

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• Overall, 78% of domestic leisure visitors drove and 19% flew to Orlando in 2012. The remaining 3% used some other type of transportation such as train or bus. The overwhelming majority of Florida residents (97%) drove to Orlando, compared to 55% of non Florida residents. Four out of ten (42%) non Florida residents traveled by air.

• In 2012, the average party size was 2.4 persons. Twenty‐four percent (24%) of domestic leisure travel parties to Orlando included children, down from 28% in 2011 an 35% in 2010.

• The average age of Orlando’s domestic leisure adult visitors was 45.1 years. The average household income increased to $95,476 in 2012 from $83,799 in 2011.

Historical visitor data show that significant differences in trip and demographic characteristics exist between leisure visitors from Florida (55%) versus out‐of‐state leisure visitors (45%). The Domestic Leisure Visitor Profile provides detailed analysis for these two categories. As in past years, non‐residents were more affluent, stayed longer, and had higher expenditures per person in 2012 than Florida residents.

The majority of non residents (56%) visited Orlando for general vacation purposes compared to 10% of Floridians. Florida residents were more likely to visit Orlando for a getaway weekend (23%) or a day trip (18%) than non‐Florida residents (9% and 2% respectively). Visiting theme parks was a popular activity among non‐Florida residents (65%) as well as Floridians (52%).

Non‐Florida residents stayed for longer periods of time, averaging 4.8 nights compared to 1.1 nights for in‐state visitors. Consequently, non‐Florida residents spent significantly more money in Orlando totaling $2,236 on average per party per trip, compared to $540 per party per trip for Florida residents.

SITUATION ANALYSIS

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Based upon the most current full year research, Overseas Visitors have always been a main market segment for our hotel with almost 56% of our total business in 2013 and 99% of the total wholesale business.

The following information regarding the travel and demographic characteristics of overseas visitors who came to Orlando in 2012 includes purpose of trip, length of stay, mode of transportation, expenditures, accommodations and more.

• Total International visitation to Orlando in 2012 was 4,269,000, a 12.3% increase compared to the 3,803,000 international visitors in 2011.

• Total overseas visitors (excluding Canada and Mexico) to Orlando was 3,184,000 in 2012. Orlando’s market share of overseas visitors to the U.S. increased from 10.0% in 2011 to 10.7% in 2012.

• Of Orlando’s 2012 overseas visitors, 24.0% were first-time visitors to the United States, down from 30.5% in 2011.

• The main purpose for visiting Orlando for the large majority of overseas visitors remains vacation/holiday (84.6%).

• Top activities among overseas visitors included shopping (92.3%) and visiting amusement/theme parks (84.9%).

• Other U.S. destinations visited by Orlando’s 2012 overseas visitors included Miami (32.1%), New York (16.1%), Tampa/St. Petersburg (6.5%), the Florida Keys (6.6%), and Washington D.C. (4.3%).

• The average age of adult overseas visitors to Orlando was 39.8. The majority of travel parties to Orlando were adults only (65.9%), while 34.1% traveled with children. Overall, the average party size was 2.5. The average household income was $93,001.

• Nearly a quarter of overseas visitors (23.0%) reported that they used a package on their trip to Orlando. Of those who did purchase a package, the most common packages were those that included Attractions/Events/Entertainment (13.8%) or rental car (11.0%)

• On average, overseas travelers made their trip decision 4.4 months prior to their visit (down from 4.7 in 2011) and they made their airline reservations 3.4 months in advance (down from 3.6 months in 2011).

• Airlines (49.0%) were the top information source used for planning a trip for overseas visitors. Other information sources included personal recommendations (35.9%), online travel agency (30.4%), travel agency office (26.0%), national/state/city travel office (18.3), travel guides (15.7%), tour operator/travel club (15.0%) and corporate travel department (7.6%).

International Visitation

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• The average length of stay among overseas visitors was 8.8 nights in Orlando, a slight decrease from 9.0 nights in 2011. Overseas visitors spent an average of 16.1 nights total in the U.S., down from 17.3 nights in 2011.

• Overseas visitors spent approximately $963 per person per trip in Orlando, down from $1,115 per person in 2011. Total overseas visitor spending in Orlando during 2012 is estimated at $3.07 billion, up from $3.11 billion in 2011.

The following statistics and comparisons used in this report features detailed information about overseas visitors to Orlando from the United Kingdom, Germany, Brazil and Colombia.

United KingdomOrlando received an estimated 730,000 visitors from the United Kingdom in 2012,a decrease of 4.8% from 2011. Visitors from the U.K. accounted for 22.9% of Orlando’s overseas visitors.

The overwhelming majority of U.K. travelers (92.8%) visited Orlando for vacation/holiday purposes. More Orlando visitors from the United Kingdom (34.5%) used a travel package compared to 23.0% among all overseas visitors.

More visitors from the United Kingdom traveled with children (43.5%) than did overseas visitors overall (34.1%).

GermanyVisitors from Germany were more likely to travel to Orlando without children (85.5%), travel alone (49.3%) and with business associates (2.3%) compared to all overseas travelers.14.3% of Germans’ main purpose for the trip was business or attending a convention. This is higher than the average of 6.8% for all overseas visitors.

Germans spent more nights in the United States (18.2 nights), but fewer nights in Orlando (4.9 nights) than visitors from other key origin countries. Other popular U.S. destinations visited by Germans included Miami (41.5%), the Florida Keys (25.6%), Ft. Myers (18.4%) and Tampa (16.0%).

Majority of Germans (93.6%) chose not to use a trip package to visit Orlando in 2012, which is higher than the overseas average of 77.0%.

SITUATION ANALYSIS

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BrazilBrazil had more first time visitors to the U.S. (32.3%) than the U.K., Germany or Colombia.Other U.S. destinations visited by Brazilians included Miami (35.8%), New York (28.6%) and Washington D.C. (3.2%). Visitors from Brazil were far more likely to use an airline in the U.S. either to or from another city (45.2%), compared to 36.2% for all overseas visitors. More Brazilians (40.6%) consulted a travel agency office when making their trip plans, compared to all overseas visitors (26.0%). They were also more likely to use personal recommendations (43.6%) when planning a trip. Other U.S. destinations visited by Brazilians included Miami (35.8%), New York (28.6%) and Washington D.C. (3.2%)

Colombia (new emerging market)Visitors from Colombia (18.8%) were more likely to take a bus between cities while in the U.S than those from the United Kingdom (10.0%)., Germany (6.8%) Brazil (5.5%) and Mexico (air only) (9.6%).

Colombia had less first time visitors to the U.S. (18.8%) than visitors from Brazil (32.3%) and the average oversea visitor (24.0%). Most visitors from Colombia (86.2%) visited Orlando for vacation/holiday purposes. Of those visitors from Colombia that used a package, the more popular package was airfare and accommodation only (10.9%).

Colombians made their travel plans in the shortest timeframe (2.2 months in advance), compared to visitors from the United Kingdom (6.5 months), Germany (4.3 months), Brazil (4.1 months) and Mexico (air only) (2.5 months).

Almost three out of every five visitors from Colombia (57.4%) travel alone, which may coincide with the fact that the main purpose for 9.7% visitors from Colombia was to visit friends/family.

SITUATION ANALYSIS

MARKET BYSEGMENT

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Market Segmentation

% of Revenue by Market Segment

SITUATION ANALYSIS

MARKETING BY SEGMENT

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The beginning of 2013 saw the launch of the newly redesigned LBVOrlandoResort.com website. The redesign has continued throughout the year and continues to be an ongoing project. The need for the site to be fresh and relevant is the key to a successful online presence. The website now has more than 97 pages of content to ensure the site is completely optimized by today’s Google standards and these standards change frequently. The new website has seen an increase in bookings of more than $1.2 million over 2012 website revenues.

Google implemented many changes in 2013 but, we’ve continued to stay on top of the changes and had great success with organic search. Google+ has grown in 2013 and we’ve had success in “capturing” our Google+ page to manage the content and reviews within.

In 2013 with our partnership with Golfpac Travel we added a Golfer’s Desk page to the website. The page gives guests the opportunity to book their hotel and golf together directly from our website. Additionally, if they are only interested in booking their tee time, they can do this as well. This page has been quite popular with consumers to our website.

The Disney content page also continues to be a popular page within the website and serves as a great opportunity to keep those searching for Disney information on our website to book our hotel. The Disney page has also helped with our SEO of the website as many consumers are searching for Disney hotels.

Revenues booked directly from our website, to include future reservations, increased by 49.2%. Most notably, direct average daily rate has increased by 10.9% and finished the year at $192.73. Our ongoing investment in the website is expected to result in similar activity and significant growth. Repeat guests find comfort with our website knowing they can always reserve directly knowing they have a best rate guarantee with Lake Buena Vista Resort Village & Spa.

Internet Presence

SITUATION ANALYSIS


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A hotel’s e-commerce presence is made up of two basic components: the hotel’s brand site (lbvorlandoresort.com), and their presence and placement within the online travel agencies (OTA’s) such as Expedia, Travelocity, Orbitz, etc.

E-Commerce reservations come in two forms; E-Commerce Wholesale (such as through a 3rd party OTA i.e. Expedia, Travelocity, Orbitz) where commissions are paid to the source and then there is E-Commerce Direct (via hotels own website) where there are no commissions and a much greater opportunity for hotels to achieve higher rates.

Travelers seek value and comparison shop with increasing frequency. Most consider the web to be important for travel research and planning, but the web is also a fundamental source of inspiration for new travel. Search remains key for leisure and business travelers as they seek a variety of content and information online. Among online sources, travelers mostly rely on brand sites and search. Leisure travelers also rely on online travel agencies (OTA’s) for inspiration as well as for destination planning.

There are three major facets to E-commerce/hotel Internet marketing; web marketing (in the form of websites) and online advertising mobile and social. Today, the first place guests go to make travel plans is web search—usually using Google or Bing. It is therefore critical that the property has its own online web hotel marketing presence that is optimized with hotel Search Engine Optimization (SEO).

In 2013 43% of the Lake Buena Vista Resort Village & Spa’s overall revenues came through E-Commerce channels.

The E-commerce segment is growing and we cannot ignore the power of the Online Travel Agents (OTA’s) ensuring placement, good reviews, updated content and participation in their ongoing promotional activities are essential to drive bookings. However, our focus and continued goal in 2014 is to grow this segment on the E-Commerce Direct side thus generating higher revenues and increased ADR for owners. The investment in the new site, SEO and through the study of performance measurements such as Google analytics will all contribute to achieving this goal.

E-COMMERCE

SITUATION ANALYSIS


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Our group sales team has made great progress this year in expanding our leisure group market, with the largest increase in business coming from the sports market. There are a few additional tournaments coming to the Orlando area in 2014 and we have worked closely with a couple of sports travel companies to secure tournament room blocks. We have also had a large amount of repeat, direct business in the sports market, with teams from larger clubs referring additional teams to us from their areas. We attended the TEAMS Marketplace in November, a sports travel show, that will bring additional opportunities for 2014. We were able to meet directly with 35 sports travel experts, and our property information is provided to approximately 300 additional planners. With sports groups being such an important segment for us, we will be attending two major sports travel shows in 2014. In addition to TEAMS, we will also attend Connect Marketplace, which will be held in Orlando next year. Our suites are a huge draw for these groups, as they book for their sports teams and families that need the additional space we can provide.

We additionally put much focus on the student, religious and Motorcoach markets. We work closely with groups from all three markets, either direct or through group tour planners. The Sales team reach out directly, to groups through phone, email, visits and tradeshows on an ongoing basis. We added Texas Band, Choral and Orchestra Directors show this year to further build the student performance group market, as well as the Student and Youth Travel Association (SYTA) annual convention. At the Texas show, we have a booth to promote our hotel directly to the group directors, as well as meet with the student tour planners who attend. SYTA is a show with pre-scheduled appointments with the tour planners and includes several networking events where we meet many qualified prospective new clients.

A member of the sales team also attends the southeastern State Motorcoach Association marketplace shows each year and a national show, American Bus Association. This market continues to be consistent for us, with some states showing increases in their bookings already for 2014. In this market, we meet directly with the tour and bus operators and attend networking events to increase our visibility. Sponsorships in this market increasing our visibility and exposure at the trade shows is most beneficial for increasing our awareness and booking conversion opportunities.

In 2014 we will attend Rejuvenate Marketplace, which is a religious tour planner show. The planners help their groups choose the city, hotel, meeting venue and all components

SMERF MarketStudent Groups, Sports Teams, Family Reunions, Religious Groups, Motorcoach, Adult Groups

SITUATION ANALYSIS


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of their group travel. While we have limited meeting space, we get more overflow room blocks for the larger religious conventions coming into Orlando.

One other national show we attend each year is the National Tour Association convention. We have prescheduled appointments and networking events with tour companies that plan all types of group travel, including reunions, students, weddings, sports, etc. They are also branching out into the international markets to bring groups in from other countries. They are always adding different niche markets and broadening the types of groups we have the opportunity to work with.

SITUATION ANALYSIS


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The sales team is focused on securing additional Convention and business travel for 2014. Convention sales are estimated to account for 3.39 million travelers to Orlando in 2014. This is a very slight increase on 2013 where an estimated 3.25 million people visited. Orlando continues to be a very popular destination with meeting planners for many reasons including the convenience of the airport, and relatively low food & lodging cost compared to that of other US cities. Orlando is ranked #2 on the list of most favorable places for meeting planners to book meetings. However, there are now 37 convention hotels (defined by having at least 300 rooms, and 20,000 square feet of meeting space) so the competition is fierce. Despite this, we will keep an eye on any opportunities, and will also work very closely with Visit Orlando for any overflow that they might have.

It is estimated that corporate travel will account for 10.17 million visitors to Orlando (up from 10.05 million in 2013.) Meeting planners are projecting to increase the number of meetings they book slightly by 1.5% for 2014. Less than 1/3 (28%) predicted that their meeting planning would not change. Budgeted spending is also not expected to change for 2014.

In recent years, our corporate business has been greatly impacted by the downturn in the economy and has been slow to turn around. However, even this slight projected increase is positive. The local business parks, which have been predominantly vacant for some time, are becoming occupied again, so we plan to extensively promote our property by doing sales calls, both locally and also statewide to capture any transient and group / meeting business that we can. Our biggest challenge with corporate meetings is meeting space as we lack the facilities to secure as many groups as we would like. We will also continue to partner with online group travel planners, including CVent, and Hotel Planner, as well as Visit Orlando on their E-leads programs which include a significant number of corporate leads.

Rate sensitivity it still a consideration for 2014, but we are starting to see an upturn in rate. The government per diem rates for 2014 were just released and have been increased by 4%-11% (vary by months) which should help us to achieve a higher ADR in 2014. We will continue to promote the value that our property offers, and the favorable amenities that we include in our nightly room rates as price is still the most important factor when it comes to travel decisions.

Meetings/Convention & Business Travel

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Travel agents? Are they still around? Definitely, and coming back strong. According to Travel Weekly there are almost 8,000 travel agency businesses in all 50 states employingabout 105,000 people. Travel agents have embraced the changes in the industry technology and serve consumers through internet-based tools.

staySky has increased our communication through email blasts, newsletters and the revamped Travel Agent Rewards Program are just a few ways we are reaching out to these travel agents. This year we also participated in the Home Based Travel Agent Show which enabled us to reach out to 900 of the 40,000 home based travel agents in the country. These agents are considered to be the new blood of the industry and are usuallyconnected to a host company which is a larger company like Nexion or Travel PlannersInternational.

staySky Hotels & Resorts continue to look at areas which can impact the revenue of Lake Buena Vista Resort Village & Spa. Our continued efforts with the travel professionals throughout the United States and Canada have provided us with various opportunities by participating in the Visit Orlando and Visit Florida tradeshows and events throughout the year. Our relationship with these two organizations remains strong and continues to assist in our growth in the marketplace.

With the exciting news of additional flights coming to Orlando from Brazil, Japan and Norway this year, our goal is to increase our presence with the travel agencies in these countries to acquire additional business and is aimed at accelerating the revenue at Lake Buena Vista Resort Village & Spa.

AAA Offices throughout the state of Florida are being visited on a quarterly basis to promote our presence and increase the revenue from these vendors. AAA was named 9th on the Travel Weekly 2013 Power List.

Travel agents participation steadily increases throughout the market and hold a strong percentage of our sales. Clients who are unsure of their purchases on the internet turn to an agent for assistance. Therefore, our efforts to continually educate travel agents on the value of Lake Buena Vista Resort Village & Spa remain our top priority.

Travel Agent/GDS

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The impact of social media on travel planning is huge. Everyday 760,000 potential guests use social media sites to assist in their travel planning, and while Facebook and Twitter are still the most popular, there are several other platforms gaining popularity momentum. Social media allows us to communicate with our guests in many different ways and in doing so also illustrates our commitment to guest service and satisfaction. Our primary focus has been on Facebook, Twitter, Google+, and Trip Advisor to date, but for 2014 we will focus on new and emerging social websites to further our reach and impact.

Social Media plays a major role in the entire travel process, from the first stages of planning to after the guest has returned home. Prior to making a booking, travelers are using social media to research where they are going to go, to communicate while they are travelling, and then to review their experience after they have returned. Social media users are highly influenced by what they see, as 80% of users are more likely to book a trip as a result of a friend liking a page on Facebook than they would in response to an advertisement. Also 52% of people are motivated to plan a trip to the same place when they view their friend’s vacation pictures.

Facebook continues to be the most popular social media platform with 1.26 billion users, and of those users 728 million of them are daily users. There are also 128 million daily users in the U.S. and 10 billion Facebook messages are sent per day. Our goal for 2014 is to continue our twice weekly schedule of posts in order to engage as many “followers” and “fans” as we can. We will also be participating in Facebook Sweepstakes promotions throughout the year, and will also continue to provide excellent customer service through engagement and conversations with our guests.

Twitter is still the second most popular social site with a following of 231.7 million people. Of those new followers, the fastest growing age demographic is the 55-64 year olds, and 100 million users log in every day, so it is important for us to additionally maintain a strong presence on this social site. We tweet several times weekly as well keeping an eye out for any hash tag mentions of our property where we can engage with our guests.

Google+ has quickly gained popularity and currently has 343 million active users. We have recently set up a Google+ page for the hotel, and have posted content on a regular basis. We will continue to use this to cross promote our special offers, deals and resort information. However, the additional bonus with Google+ is its’ search engine capabilities, which gives us the additional opportunity to redirect the guest back to our website.

Social Media

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We will also focus on other emerging platforms, including Instagram, and Linked In. Instagram has a following of 130 million, and 16 billion photos have been uploaded on this site to date. One of the reasons that website had gained popularity is because it is image based messaging, and is a site where members post their photos for friends to view and leave comments. 1 out of every 5 minutes spent on mobile websites is spent on Instagram or Facebook, so we want to make sure that we have a presence here also. Linked In has previously been thought of as a professional social media site for individuals looking for a job, but is becoming increasingly popular for businesses since the introduction of their company pages. A company page would give us the opportunity to connect with our guests and build relationships, and to also be accessible to their 238 million users.

Review websites are another very important part of our social media plans for 2014. It is estimated that 72% of all social media users search Trip Advisor before making any travel plans. We have been responding to each and every guest review on Trip Advisor, which is still ranked #1 with over 60 million users. However, there are several other travel providers who are offering review capabilities on their own websites. Both booking.com and Expedia have both added this feature to their websites, and so we are monitoring and posting responses there also. We understand the importance of guest reviews and feedback and want our guests to know that we appreciate their feedback and will use their comments to enhance guest satisfaction at our property.

Facebook: facebook.com/LBVResortTwitter: twitter.com/lbvresortPinterest: pinterest.com/lbvresort/Google+: plus.google.com/+LakeBuenaVistaResortVillage/posts

SITUATION ANALYSIS


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At Lake Buena Vista Resort Village & Spa the International market generates strong Wholesale Team occupancy from this segment with key originating regions being UK, Brazil and Canada. These guests generally stay longer and spend more than a domestic vacationer. They often travel when the domestic market doesn’t. They plan and book their vacation often well in advance of travel having researched their options and are very price sensitive. We need to engage constantly with them and in different, fresh ways. They have more choices than ever and because of this we need to be prepared and plan ahead in order to secure this business. We need to be well positioned by using social media forums effectively, engage with buyers and build strong relationships combined with the flexibility to be able to provide ongoing value propositions in order to gain a competitive advantage.

In the UK Prices for airline tickets, package holidays and foreign holidays have increased at a faster rate than the consumer price index, while the Pound has fallen in value against major currencies including the US dollar. Seat capacity is expected to grow in 2014 and a stronger economy may finally lead to sustained growth in UK arrivals. Canadian retail sales grew at their fastest pace in three years during May of 2013. Pleasure trips to the US grew by 6% and direct arrivals from Canada to Orlando grew by 4%. Most countries in South and Central America will see gross domestic product grow by 3% or more through 2014. A rising middle class and solid gross domestic product growth should result in good growth in outbound leisure travel from most countries in the region. Which lends itself perfectly to greater volume of international group opportunities.

Orlando as a destination has seen significant growth year on year in the Latin American Market. staySky enjoy very strong relationships with the most important wholesalers in this region, Brazil, Argentina, Chile, Mexico and Colombia. Our dedication and support to our clients provides us with preferred partners we have special exposure and promotion of our properties and we are the principal option for group opportunities.

We will continue to participate in major International and National Tradeshows such as Florida Huddle, International Pow Wow, World Travel Market (UK), ITB ( Germany), Anato(Colombia), FIT (Argentina)and Brazil’s ABAV. We are also visiting our accounts in the UK, Canada and Latin America where we hold in house training for the travel agents and reservation call center staff. By attending trade shows and in house training we can develop new accounts, familiarize the agents with our product so we are front and center, secure repeat business and increase group revenue at all of our properties.

International Wholesale - Group

SITUATION ANALYSIS


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What’s next………. We will be looking at new emerging markets, in 2013 the top International growth markets are, Colombia, India, Argentina, Romania and China. We will be working closely with Global Distribution partners to help give us brand awareness and market our properties so that we reach customers that would be extremely hard to reach without these channels.

By volume, Canada and United Kingdom remain Orlando’s largest origin markets with fastest growth coming from South America.

SITUATION ANALYSIS


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Brazil Market & Agency

SITUATION ANALYSIS


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Brazil Market Overview

SITUATION ANALYSIS


• Brazilian Families getting more aquatinted with self catering apartment style accommodations.

• Brazil economy still stable – Dollar currency fluctuation has stabilized. • New AA direct flight to Los Angeles will relief traffic to Orlando via Miami during high

season.• Leverage of Rio Office relationships with Brazillian trade to secure Wholesalers

commitment to sell and focus on staySky properties.

• World Cup in Brazil 13 JUN – 13 JUL - airfare are very expansive – Brazillians wanting to stay home.

• Elections in October 2014 may slow down travel during this high volume period. • Universal Resorts new hotel Cabanna Beach Resort offering Suites in addition to

Standard hotel rooms. Opening in March 2014.

• Leveraging existing strong relationship with Top Tour Operators and Orlando Receptives to increase exposure market share and inclusion in their year round package promotions.

• Continue to use PR initiatives to raise brand awareness to both trade and consumers.

• Secure participation in major trade shows in Brazil increase brand visibility.

Trade Initiatives

Challenges & Threats

Brazil Market Strategies

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Over 5,000 brochures Distributed in Trade ShowsOver 1,500 Travel Agents TrainedOver 3,000 Flyers distributed via Tour Operators

February 20th - 21stAttendance: 10,200 Travel Agents

Trade Shows & Training Seminars

Wokshop CVC

SITUATION ANALYSIS


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April 23rd- 25thAttendance: 17,000 Travel Agents & Trade Professionals

WTM/Braztoa Show

SITUATION ANALYSIS


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Collateral Distribution through Tour Operators

MMT Gapnet

Operators Partners - Trade Tours

SITUATION ANALYSIS


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Visit USA Show

Training Seminars Rio and São Paulo

SITUATION ANALYSIS


Rio & São Paulo - May 14th – 18th Attendance: Over 2,000 Travel Agents

StaySky Training Rio de JaneiroAttendance: Over 500 Travel Agents

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Training Seminars Rio and São Paulo

Trend Workshop

SITUATION ANALYSIS


StaySky Training São Paulo Attendance: Over 600 Travel Agents

São Paulo - September 13thAttendance: Over 7,000 Travel Agents

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ABAV

SITUATION ANALYSIS


São Paulo - September 4th – 08thAttendance: Over 15,000 Travel Agents

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Marketing Initiatives with Top BrazilianPartners

E-Marketing

SITUATION ANALYSIS


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staySky Hotels & Resorts central call center serves as the heart for incoming business, handling all inquiries and reservations via phone, email and fax. Third party online agencies, travel agents, tour operators and marketing promotions are all channeled through the call center where bookings are entered and confirmed. Reservations made through the hotel website also come through the call center where final payment and special requests are entered. The call center handles the call volume where the calls are distributed to all the agents from both toll free and direct lines. Through the call center we also reach out to all new potential guests that have shown interest via the hotel website through our guest ‘get in touch’ emails.

In 2013 additional roles were created in the call center for continued improvement service and response time to our clients and guests. Our reservations administrator is able to provide our clients and guests a faster response to all inquiries and confirmations. Having a sole person in this role has improved the overall flow of the call center. An internal email was introduced where agents can keep up to date and current with all information, this has proved extremely successful as information can change constantly; this system makes sure that all agents are updated daily with current news. It is then used as a library of information that agents can refer back to when needed.

Working closely with our in-house sight-seeing company Florida Dolphin Tours has allowed the agents to offer further services to our guests increasing the range of activities offered aside from our products such as resort transportation, park tickets and spa services, these new tours have given our guests more choice in activities and has proved exciting for guests and us. In 2014 all agents will become cross trained in all services to increase holiday extra sales, bringing in additional revenue in addition of room upgrade opportunities through the call center. All agents are being cross trained to offer these providing an all inclusive guest service experience to our customers.

The call center also implemented a call out pre-arrival program to reach out to all our guests prior to their arrival in resort to offer them not only an opportunity to book any holiday extras but also to encourage them to take advantage of upgrading their room type. Calls are being well received by our guests and are definitely showing them that we excel in customer service and that we value their business. This will bring increased revenue into the call center and will also make our guests feel more valued by us showing our loyalty to them. In turn new guests will become repeat guests for the future. In 2014 we will be starting a post stay call out program; again to excel in customer service and to try to encourage guests to review us on trip advisor and to book with us in the future.

Direct CRO

SITUATION ANALYSIS


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Our 2013 training manual was introduced with all the need to know hotel information, and provides new staff all the information required on hand. This has quickened the time in getting new staff on the phones, as it is a very simple to use guide. A solid reservations team improves the overall service of the call center. In 2014 the team will become even stronger and more experienced through new Training Programs resulting in increased revenue, as further knowledge and training will help them develop further enable them to confidently upsell and cross sell in all areas taking full advantage of everything that Lake Buena Vista Resort Village & Spa has to offer.

The CRO is a vital piece of the overall booking functions as the amount of information provided to clients and guests outside of making reservations demonstrates the need for constant contact and assistance to always be available. It further demonstrates our commitments to exceptional service delivery.

SITUATION ANALYSIS


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Revenue Management is the application of disciplined analytics that predict consumer behavior at the micro-market level and optimize product availability and price to maximize revenue growth. The primary aim of Revenue Management is selling the right product to the right customer at the right time for the right price. The essence of this discipline is in understanding customers’ perception of product value and accurately aligning product prices, placement and availability with each customer segment.

Businesses face important decisions regarding what to sell, when to sell, to whom to sell, and for how much. Revenue Management uses data-driven tactics and strategy to answer these questions in order to increase revenue. The discipline of revenue management combines data mining and operations research with strategy, understanding of customer behavior, and partnering with the sales force.

Revenue Management


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Yield management is the process of understanding, anticipating and influencing consumer behavior in order to maximize yield or profits from a fixed, perishable resource (such as airline seats or hotel room reservations or advertising inventory). As a specific, inventory-focused branch of revenue management, yield management involves strategic control of inventory to sell it to the right customer at the right time for the right price.

The strategic levers of yield management can be summarized as four Cs: namely, calendar, clock, capacity, and cost. They are bound together by a fifth C: the customer. The strategic levers of yield management are geared to matching service timing and pricing to customers’ willingness to pay for service in relation to its timing. Based on customers’ demand levels and characteristics, management can shift the demand of those customers who are relatively price sensitive but time insensitive to off-peak times. Shifting that demand clears prime times for customers who are relatively time sensitive but price insensitive.

At StaySKY Hotels & Resorts we use these yield management techniques to manage our rates and grow REVPAR (Revenue per Available Room), a key indicator of a hotels performance. Our revenue management team includes an e-commerce analyst whose full time responsibility is to review and manage the rates and occupancy across all channels using the strategic levers ‘calendar, clock, capacity and cost’. The team meets biweekly to discuss pace pickup and demand and work together towards maximizing the revenue performance of the resort on a daily basis. As well, by continuously reviewing and analyzing each property’s competitive set, we are able to ensure alignment within their respective market.

Yield Management

SITUATION ANALYSIS


LATESTRESEARCH

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SITUATION ANALYSIS

LATEST RESEARCH

Orlando Visitation

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Economic Indicators

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Market Performance Indicators

SITUATION ANALYSIS

LATEST RESEARCH

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Lodging Industry Performance

SITUATION ANALYSIS

LATEST RESEARCH

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Visitor Forecast

SITUATION ANALYSIS

LATEST RESEARCH

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Orlando annual visitor forecase levels

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Orlando annual visitor forecase growth

STRENGTHS &OPPORTUNITYANALYSIS

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SITUATION ANALYSIS

STRENGTHS & OPPORTUNITY ANALYSIS

Our Property

Hotel: Lake Buena Vista Resort Village and Spa

Number of Rooms: 498

Date Property was Built: 2006 Strengths: - 24 Hour front desk - Fully equipped 2, 3 and 4 bedroom suites - In room safe - Complimentary WIFI - Outlet shops next door - Fitness Room - 2 outdoor pools 1 featuring Pirates Plunge and 4 Jacuzzi’s - Pool bar - Pizza Hut Express and gift / marketplace - Complimentary shuttle to Disney, Universal and Seaworld - Meeting space - Games room - Full service Spa - Rooms being updated - Frankie Farrell’s Irish pub

Weakness: - No lobby bar - Lack of daily housekeeping services Resort Fee: $11.50

Market: Leisure, business and group.

Overview / ConclusionLocated right next to the Lake Buena Vista Factory Outlets where guests can walk to, guests feedback is that they would like to see a lobby bar and restaurant / café. Improvements are ongoing with room renovations underway in buildings 1 & 2. These renovations have and will continue to address negative guest comments while offering improved accommodations for future guest.

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Competitive Analysis

SITUATION ANALYSIS


Hotel: Blue Heron Beach Resort


Date Property was Built: 2006

Distance from Hotel: 2.02 miles

Strengths: - Fully equipped 1 and 2 bedroom suites - 2 Pools and jacuzzi’s - Kiddie Pool - 2 Fitness centers - Tiki bar by pool (seasonal) - Games room - Mini golf - Package handling fee - Complimentary transport to Disney and Seaworld, $12 round trip to Universal - Complimentary WIFI - Great lake views - Starbucks on-site Weakness: - No restaurants - Does not offer daily housekeeping services - No meeting space - Charge for Highchairs and pack ‘n’ plays - No safes Resort Fee: $12.25

Market: Leisure and group.

Overview / ConclusionHotel is in a great location with beautiful views of the lakes but limited on site facilities, no plans to renovate at the moment.

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SITUATION ANALYSIS


Hotel: Buena Vista Suites




Strengths: - 42” flat screen TV’s in lounge and 37” TV’s in bedrooms - WIFI (daily fee) - Complimentary hot American Breakfast - Complimentary transportation to Disney Parks, - Downtown Disney, Premium outlets and LBV outlet mall - Full service restaurant - Lobby bar - Outdoor pool and Jacuzzi - Tennis and basketball ½ courts - Meeting space - Full renovation - Online park ticket purchase available - Basketball / tennis court - Reward Points - In room safes Weakness: - Limited in room facilities – mini fridge, coffee maker and microwave. - Only offer 1 bedroom suites - No balconies Resort Fee: None but charge $8.99 per day for WIFI


Overview / ConclusionHotel was last renovated 4 years ago and has an attractive décor. Guests have use of the spa at the neighboring Caribe Royale hotel, difficult to get in and out of hotel entrance.

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SITUATION ANALYSIS


Hotel: Floridays Resort Orlando




Strengths: - Fully equipped 2 and 3 bedroom suites - In room safe - Complimentary WIFI - Complimentary daily “Trash and Tidy” maid service - Fitness Room - 2 outdoor pools 1 featuring kid’s playscape and - Jacuzzi’s - Pool bar and grill, café and marketplace - Complimentary shuttle to Disney, Universal and Seaworld - Meeting / Event space - Pet friendly Weakness: - Difficult to walk to anything - No spa facilities - Charge to use business center - Package handling fee $20 Resort Fee: $12.25


Overview / ConclusionThis hotel is our largest competitor and has just completed a full renovation. The International Drive address give the property a significant advantage.

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SITUATION ANALYSIS


Hotel: World Quest Resort




Strengths: - Fully equipped 2 and 3 bedroom suites - Screened porches and balconies - Housekeeping available (fee) - Trash collected daily for free - In room safe - Complimentary continental breakfast - Complimentary WIFI - Fitness Room - Outdoor pool and Jacuzzi - Complimentary shuttle to Disney - 24 hour market pantry Weakness: - No shuttle service - No meeting space - No restaurants - No bars - Limited resort facilities Resort Fee: $12.95

Market: Leisure and group.

Overview / ConclusionAlthough the hotel is in a good location it’s set back off of the main road so you need transportation to stay here. Need to leave the resort to go out to eat as no restaurant / bar. Attractively decorated, no plans at the moment for renovations.

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SITUATION ANALYSIS


Strengths

• Fully trained reservation staff • State of the art Fitness Center• Pirate themed freeform pool • Tiki Bar• Spacious sun deck • Second Relaxation Pool• Near Disney & Universal • Resort Style Property• Luxury 1, 2, 3 and 4 Bedroom suites • Sky Kids Club• Cross selling of additional properties • Complimentary Shuttle Service• Convenience Mini-Mart • Jacuzzi-style bath in master bedrooms• Pizza Hut Express • Private balconies• Reflections Spa & Salon • Frankie Farrell’s Irish Pub & Grille• First Class owner program • Detailed Marketing Plan in place• Luxury equipped kitchens • Washer/Dryer in all units

Opportunities

• Meeting space • Family Reunions• Marketing Relationships • Quality product• Conventions • Religious retreats• Government Meetings • Summer holiday travel• International travel growth • Corporate Retreats • Travel industry incentives • High end amenities • Association meeting planner travel • Green Lodging Status• Cross selling opportunities • US focus – domestic• Student Groups

Service Offering/Differentiate

MARKETINGSTRATEGY

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Lake Buena Vista Resort Village & Spa…A Whole New Experience!

Our newest slogan at staySky Hotels & Resorts…A Whole New Experience! Is nothing more than allowing the guest to enjoy an experience!

Lake Buena Vista Resort Village & Spa offers the experience of staying at a world class resort located in the best Disney location with luxurious amenities and offerings within the resort.

Lake Buena Vista Resort Village & Spa offers guests the experience of staying and playing at the resort. We offer one of the best resorts in the Orlando market, with our unique offering of two to four bedroom condo style suites, Reflections Spa, Frankie Farrell’s Irish Pub, Lani’s Luau and Pizza Hut on property, not to mention access to Lake Buena Vista Factory Stores.

Lake Buena Vista Resort Village & Spa continues to offer unique services not offered by our competitors. In 2013, the staySky Kids Club continued to be a huge success. Additionally, our guest service amenities and “Enhance Your Stay Options” proved to be a hit with our guests. Our objective is to continue to showcase the Lake Buena Vista Resort experience by emphasizing the tremendous resort amenities we offer to both international and domestic guests!

Lake Buena Vista Resort Village & Spa…A Whole New Experience!

Marketing Objective

MARKETING STRATEGY

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With the explosion of social media, such as Facebook and Twitter, we’ve been given the opportunity to market the Lake Buena Vista Resort Village & Spa in a whole new direction to a new consumer. We continue to target international and domestic travelers but, in a variety of new ways.

We have a dedicated team working on social media daily to keep our guests engaged and informed of the happenings at Lake Buena Vista Resort Village & Spa and Orlando. We continue to cement our current relationships and look for new opportunities. With our strong partnerships with Visit Orlando, Visit Florida and Expedia we will continue to target and capture the attention of in-bound visitors to Orlando. In 2012, we had an extremely successful Spa Blogger Day at the resort and we’ve hosted on average two media representative each month that has resulted in positive exposure and marketing for Lake Buena Vista Resort Village & Spa.

According to a recent Gallup survey, consumer confidence appears to be rebounding, starting with high-income consumers spending about two percent more this year than last year. Overall, over a third of consumers reported that they feel they have more than enough money to purchase things they need and that their standard of living is improving. All this bodes well for the travel industry. With consumers becoming more comfortable and even more optimistic, discretionary spending increases are likely to benefit.

We will continue to be focused and exceptionally efficient with our marketing and sales efforts and ensure our marketing is targeted thus generating a greater return.

Target marketing key characteristics for US domestic guests:

• Leisure Traveler - Families with children, couples, baby boomers, grandparents vacationing with grandchildren.

• Small corporations, individual business traveler

• Household Income - $60,686 – $110,000

Target Marketing

MARKETING STRATEGY

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• Top Activities - Theme park/amusement - Shopping - Golf and sporting activities - Museums and arts

• Average Length of Stay - 4.3 Nights

• Transportation - Auto - Air

Target marketing key characteristics for International guests:

• Western Europe, South America, Asia and Canada

• Leisure Traveler - Families with children, couples, baby boomers, grandparents vacationing with grandchildren.

• Household Income - $64,310 – $120,000

• Top Activities - Theme park/amusement - Shopping - Golf and sporting activities

• Average Length of Stay - 9.2 Nights

• Transportation - Air

MARKETING STRATEGY

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Advertising & Sales

MARKETING STRATEGY

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MARKETING STRATEGY

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We continue to see an increase of visitors to our website and most certainly in 2013 with the newly redesigned website. The most common way a buyer finds our website is through search engines. Internet users are twice more likely to find a site through a search engine than through any other means.

Our team of experts in the e-commerce field have researched and developed keyword phrases that consumers are most likely to use when searching for lodging in the Orlando market. The keyword phrases that our team has developed generate not only more traffic to the website but higher quality targeted traffic to ensure we accomplish the property’s overall goal of “customers delivered to the booking engine”.

Additionally, we regularly review and update the content on our web pages to insure that the content is unique and relevant. By completing content reviews on an ongoing basis this further enhances our website search engine appeal.

To maximize the exposure, it is important to compliment the search engine website optimization with pay-per-click advertising campaigns. Pay-per-click acts as a powerful compliment to regular optimization to ensure the site gets top position when consumers are looking for the property, allowing us to switch consumers from third party merchant bookings to direct reservations. This type of advertising allows us to compete directly with channels of distribution such as Expedia, Hotels.com, Orbitz, and Travelocity to name just a few.

Along with the traditional customized mailings used over many years, it is also important to continue to send out monthly E-Mail blasts that are targeted to specific audiences. Utilizing property information and photos is our personalized way of communicating with potential direct consumers, travel agents and tour operators. We are using our email marketing program this year which will allow us to schedule email blasts throughout the year to the appropriate audience.

Internet Marketing

MARKETING STRATEGY

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Public Relations

MARKETING STRATEGY

The Zimmerman Agency is a Tallahassee-based advertising, public relations and interactive firm with 160+ employees and billings of more than $175 million. With international, national and regional accounts, The Zimmerman Agency is strategy-driven, results-oriented and creative in execution, with a stellar reputation among industry partners and the media as the largest independent hospitality pr firm in the United States.

As the public relations agency of record for staySky Hotels & Resorts, The Zimmerman Agency proudly spearheads all efforts in media relations and acquiring publicity for the brand. Our main objective is to increase revenues for the staySky Hotels & Resorts brand by heightening awareness and conscious consideration through dynamic public relations and social media efforts.

The Agency cultivates a relationship between the media and staySky brand as a primaryfunction of our efforts, and uses these relationships to secure coverage in print, online and broadcast mediums. Our day-to-day media outreach includes pitching relevant storylines for the staySky brand, such as newsworthy updates, executive interviews and seasonal tie-ins, as well as vetting opportunistic requests from journalists.

Throughout our efforts, we only recommend moving forward with opportunities that represent at least a 10:1 ROI or return on investment, guaranteeing staySky receives publicity at little or no cost to the brand.

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MARKETING STRATEGY

Additionally, staySky’s Zimmerman social media team works in conjunction with these prinitiatives to maximize executions, as well as engages audiences on Trip Advisor and Twitter.

In 2013, your Zimmerman team garnered 211+ million impressions in total exposure through creative campaigns, personalized media experiences and strategic promotional partnerships.

Please enjoy a sampling of brand publicity secured through the efforts of The ZimmermanAgency.

The Zimmerman Agency 2013 Public Relations Highlights

211+ million total impressions$593,000 advertising equivalency

Executed 16 media experiences reaching 47+ millionpotential visitors, with a media value of $115,000+

Living on the Suncoast Orange Appeal Palm Beach Gardens LifestyleNeapolitan Family Examiner Tampa Bay MetroFamily Beautiful Crave Local StarchefsAventura The Orlando Blog MetamorphitA Whole Lotta Nothing Next Stop Bizy Moms

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MARKETING STRATEGY

6 creative campaigns reached 93+ million readers garnering amedia value of $175,000+ at zero cost to staySky Hotels & Resorts

“Fantasy & Fairytales” “Mom’s Moments” “Wrap It Up & Save”“February is for Suite-Hearts” “Fall into Savings” “Lucky ‘o the Irish & Saving ‘o the Green”

Spa Media day at Lake Buena Vista Resort Village & Spa’s ReflectionsSpa-Salon with 6 attendees reached 1.3 million unique visitors

Secured $304,000 in promotions, including nationally television, radio,print, and 1 co-brand reaching a combined audience of 69.5 million

EXHIBITS

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EXHIBITS

ADVERTISING DESIGN

AAA Tour Book

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EXHIBITS

ADVERTISING DESIGN

Magicard®

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EXHIBITS

ADVERTISING DESIGN

Email Blast - Wrap It Up & Save and Cyber Monday Deals!

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EXHIBITS

ADVERTISING DESIGN

Email Blast - New Year Savings and Love Is In the Air

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American Express Magazine Ad in Portuguese

Visit Orlando Orlando’s Deal Season

EXHIBITS

ADVERTISING DESIGN

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EXHIBITS

COLLATERAL

Rack Card

Fact Sheet

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EXHIBITS

COLLATERAL

All In One Check-In Piece

Reflections Spa & Salon

2014 sales & marketing overview - · pdf fileperforming arts, enhance the orange county...

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