Around Town – November 2011

(Editor’s Note: Here’s another collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Hope everyone had a wonderful Thanksgiving holiday.
Keep in mind as you move into the Christmas/Hanukah season that hotel stays and restaurant certificates make wonderful gifts for friends and family. Think hospitality!

Southeast Florida:

The Yachts of Seabourn have brought their newest vessel to Port Everglades for its U.S. debut. The Seabourn Quest began sailing in June in the Mediterranean, then crossed the Atlantic and arrived in Fort Lauderdale in November. It will operate a series of 13- and 14-day roundtrip Caribbean cruises. Like its sister ships, the Quest houses an 11,400-square foot spa -- the largest spa on any luxury vessel. The Quest features four dining venues, six bars and lounges, two swimming pools, six whirlpools, and a marina with a variety of water sport activities.

Kolter Commercial has purchased the Hyatt Place Ft. Lauderdale Airport North located near Port Everglades Cruise Terminal, the Broward County Convention Center and the International Airport. The hotel has been renamed the Hyatt Place Ft. Lauderdale 17th Street Convention Center.

Congrats to The Pillars Hotel, a Superior Small Lodging, for being voted one of the 50 best small hotels (#14 to be exact) in the US for 2011 by readers of the Conde’ Nast Traveler magazine.

The growth in hotel occupancy for Greater Fort Lauderdale continues (for the past 23 months), with the highest October hotel occupancy since 2004, outpacing Florida and the U.S. Second highest occupancy in the state at 66.8%.Year-to-date hotel occupancy is up 5.4% over 2010. Average Daily Rate has grown in past 8 months, with October ADR at $102.93, the highest October rate since 2008. Year-to-date, ADR is up 1.3% over 2010.

The Fort Lauderdale-International Airport welcomed more than 23 million visitors in FY2011, up 6.8% over FY2010. Domestic traffic was up 6% and international traffic saw double digit growth, up 11% over FY2010. The combination of larger aircraft and higher load factors were the drivers behind passenger growth for the year.

Congrats to the Breakers in Palm Beach for it’s inclusion in Fodor’s “Legendary Hotels with Superlative History and Service” list. It was one of the world’s 12 most “iconic” hotels that took into account not only rich history but also its recent performance – superlative service, timeless style, and pampering amenities.

Congrats to Dana Beth Hagendorf who was appointed CMO and Vice President of Marketing at Fontainebleau Miami Beach. Most recently, Hagendorf was Founder and Principal of Gallant Media Group, a brand consulting firm.

Spanish hotel chain Room Mate Hotels, which already has 14 properties in its portfolio, now includes new Miami boutique hotel the Waldorf. On Ocean Drive in the renovated Waldorf Towers, the South Florida property opened September 16 and is the chain's second in the U.S., per BizBash reports.

The Shelborne South Beach, a 70-year-old Art Deco property was recently re-imagined to the tune of $20 million and reopened. Some of the new features: a Morris Lapidus-inspired floating porte cochere (the robotic garage will take it from there); 200 beachy-pink guest rooms; and the glass-railed catwalk from the infinity pool to a new elevated sundeck.

The Tides, which opened in 1936—and, at 10 stories, was once Miami's tallest building—underwent a makeover as recently as 2007. King & Grove, the boutique hotel group is the new management company for the hotel. It will introduce its trademark blend of luxury and casual-kitsch while building on The Tides' nostalgic vibe. Changes to guest rooms, cuisine, and public spaces—including the pool area—are all in the works.

Kimpton's has a new property debuting next month. Spanning 200 feet of oceanfront real estate in the heart of the Art Deco District, the Surfcomber Miami, opening on December 1, has rates that start as low as $149 a night. For the atmosphere and extras at the 186-room hotel—including rooms outfitted with ultra-luxe Frette linens—sounds Kimpton has two other Florida hotels, the EPIC in Downtown Miami as well as the Vero Beach Hotel & Spa.

Congrats to Miami Beach’s Soho Beach House Miami for being included in the Top 9 Picks of Fodor’s “Year’s Best New and Reinvented Hotels” list. According to Fodor’s, the property “introduced 50 oversized rooms.. cleverly uniting mint-condition period furnishings to create a modern incarnation of old Hollywood glamour.”

Miami Beach's Ritz Plaza Hotel will reopen next spring as the 142-room SLS Hotel South Beach after the renovation of the 72-year-old beachfront property is completed.

Miami International Airport’s passenger count for October was up 6.8 percent, year-over-year, to 2.85 million passengers. Year-to-date figures were up 7.21 percent. Domestic passengers were up 4.07 percent in October, while international passengers were up 6.8 percent.

Southwest Florida:

The Gasparilla Inn & Club in Boca Grande and the Tortuga Beach Club Resort on Sanibel Island earned spots on the annual list of Top 150 Large U.S. Mainland Resorts compiled by Condé Nast Traveler magazine from its Readers’ Choice Awards survey.

Ocean’s Reach Condominiums on Sanibel Island has declared January 2012 Birding Month with incentives for “empty nesters,” snowbirds, and other fly-ins to become involved with the local wildlife on-property and at J. N. “Ding” Darling National Wildlife Refuge. Guests who make a donation to the refuge’s friends group receive a matching discount on their reservation (up to $400) on stays Jan. 1 through Jan. 31, 2012.

The November 2011 issue of Golf Digest, ranked the Gasparilla Inn & Club in Boca Grande #37 on its list of the 75 Best Golf Resorts in North America, and #2 within the state of Florida. The Gary Galyean’s Golf Letter also includes the inn on its 2011 list of the 10 Best Golf Hotels in the World.
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To submit items for future blog columns, please send info to jwfranklin1@gmail.com Best, Julie Wernick, HSMAInsider

Around Town – October/November 2011

(Editor’s Note: Here’s another collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Southeast Florida:
Best wishes to Valerie Burgess, former Business Development Manager at The Embassy Suites Fort Lauderdale. She recently transferred (in August) to the Embassy Suites in Piscataway, NJ where she is the Corporate Sales Manager. Stop by to say hello if you’re ever up in the northeast.

Ronnie Shoua, the former GM for the Holiday Park Hotel in Deerfield Beach, now has a new company to help hotels "fight" against bed-bugs. The company is using advanced technology with a machine that disperses Cryonite in order to freeze and kill bed bugs. (Cryonite is carbon dioxide snow. It’s the same substance as dry ice, sitting at a very cold temperature of about -108 degrees Fahrenheit). You may contact Ronnie at (954) 918-9573 or check out his website: http://www.bedbugspc.com/

Sandra Edwards, the former Director of Sales of Jungle Island, has left the company. We wish her well and know she will find a new “home” in the very near future.

The Greater Fort Lauderdale Convention & Visitors Bureau reports that September monthly figures showed 22 consecutive months of tourism growth for Broward County. Occupancy rates were 57.7% in September 2011 vs. 53.8% in that month in 2010.

The GFLCVB was in Toronto for their Santa Claus Parade, to launch “Defrost Your Swimsuit” campaign. In addition to the Toronto newspaper, radio and TV advertising and public relations efforts, three beach getaways were offered in an online contest with the Toronto Star. The CVB will also be in NYC and London this winter with the "Defrost Your Swimsuit" campaign.

The Wine Spectator's 2011Award of Excellence was presented to 3030 Ocean Restaurant at the Harbor Beach Marriott Resort & Spa for their fine selection of wines. 3030 Ocean joins the list of elite eating establishments whose wine lists offer interesting selections and appeal to a wide range of wine lovers.

The Fort Lauderdale-Hollywood Int’l Airport announced that American Airlines will begin service to Los Angeles in November and additional Chicago and Dallas service in February; Vision will begin service to Freeport in November; and Southwest will begin service to Milwaukee and Manchester (MA) in February.

The following South Florida hotels/resorts were mentioned in the Condé Nast Traveler’s 2011 Readers’ Choice Awards. Nine South Florida resorts ranked in the “Top 50 Mainland U.S. Resorts”: #18 The Breakers (Palm Beach); #44 Brazilian Court (Palm Beach); #44: Ritz-Carlton Ritz-Carlton (Palm Beach); #83 W South Beach Hotel & Residences; #85 ONE Bal Harbour Resort & Spa; #88: Omphoy Ocean Resort (Palm Beach); #97 Biltmore Hotel (Coral Gables); #102 Ritz-Carlton-Key Biscayne; #121: Ritz-Carlton-Fort Lauderdale;

Seven South Florida hotels were listed in the “Top 200 U.S. Hotels” list: #32: The Setai (Miami Beach); #50: Epic Hotel Miami); #75: Mandarin Oriental-Miami; #106: Four Seasons-Miami; #161: W Fort Lauderdale ; #165: Ritz-Carlton, Miami Beach; and the Seagate Hotel & Spa (Delray Beach).

For the Top 50 Small U.S. Hotels, South Florida had three mentions in the “Top 50 Small US Hotels” category: at #14: Pillars Hotel, Fort Lauderdale; #15: The Tides, Miami Beach; and #23: Sundy House, Delray Beach.

Kimpton Hotels & Restaurants will reopen the Surfcomber in Miami Beach on Dec. 1 after a multimillion-dollar renovation of the 63-year-old art deco hotel.

The St. Regis Bal Harbour Resort will open on Jan. 19, in affluent Bal Harbour, Fla.

Hersha Hospitality is buying the Courtyard Miami Beach Oceanfront. The 263-room Art Deco hotel is at 3925 Collins Avenue and originally opened as the Cadillac. In 2004, following a renovation, it reopened as the only Marriott-franchised hotel on Miami Beach. The property has approval for adding 93 rooms in a new tower. The company also plans on expanding meeting space and parking. Construction on the additions should start in 2012.

Southwest Florida:

The Gasparilla Inn & Club in Boca Grande and the Tortuga Beach Club Resort on Sanibel Island earned spots on the annual list of “Top 150 Large U.S. Mainland Resorts” compiled by Condé Nast Traveler magazine from its Readers’ Choice Awards survey.

The November 2011 issue of Golf Digest, ranked the Gasparilla Inn & Club in Boca Grande #37 on its list of the “75 Best Golf Resorts in North America”, and #2 within the state of Florida.

The Lee County Port Authority has been honored with three recent awards at both the state and international levels. First, the Florida Public Relations Association presented the port authority with an Award of Distinction in the 2011 Golden Image Awards, for statewide recognition of its internal United Way campaign. Second, the Florida Airports Council honored the port authority with the General Aviation Airport Environmental Excellence Award for Page Field’s Pollution Prevention Program and its commitment to voluntary prevention measures during the last seven years. Lastly, RSW was honored with an award from Airports Council International – North America (ACI-NA) in the 2011 Excellence in Marketing and Communications Contest for its “Fly Me to the Moon” art exhibit brochure.

The Lee County Visitor & Convention Bureau (VCB) announced that the fiscal year completed in September (October 2010 – September 2011) represents the highest bed tax collection on record with revenue of $24.2 million.

During the month of September 2011, The Beaches of Fort Myers & Sanibel hosted 252,000 visitors, who spent $95 million. Visitors staying in paid accommodations contributed $68.2 million to the total – a 1.8 percent increase year-over-year. Total visitor expenditures for calendar year-to-year continued to show improvement over last year with a 12.7 percent gain. Average occupancy rate rose 4.7 percent year-over-year for September. RevPAR was up 2.0 percent from September 2010 to September 2011.

During September 2011, 351,881 passengers traveled through Southwest Florida International Airport (RSW), a decrease of 6.1 percent compared to September 2010. Year-to-date, passenger traffic is up 2.7 percent from the same period last year
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To submit items for future blog columns, please send info to jwfranklin1@gmail.com Best, Julie Wernick, HSMAInsider

“Hospitality Marketing Medley” – October/November 2011

(Editor’s Note: Here are some recent trends and hospitality marketing hints collected from various websites, releases, etc. Best, Julie Wernick, HSMAInsider.)

Many hotel brands are redefining and redesigning their conference and/or lobby areas to meet the needs and expectations of a new breed of traveler looking for social spaces that serve multiple purposes, particularly networking and impromptu meetings. The Hotels are trying to modernize their public spaces to be extremely flexible, to encourage meeting and mingling.

Hotel companies are racing to create a better room key. The big selling point of the new keys is that they let travelers skip the front desk and go straight to their rooms. Some chains are adopting permanent keys that repeat guests can carry in their wallets and use for multiple trips at a variety of properties. Other establishments are doing away with physical keys altogether; instead, guests can open their room doors by holding their cell phone next to the lock. Hotels don't see much cost savings from the changes but expect the moves will help them stand out in customer service. So far, tests of new types of keys have been limited and it is unclear how widespread the new technologies will become.

Running on radio frequency identification technology, Smart Check-In caters to a new generation of guests on the go who are more interested in high-tech than high-touch service. This works on radio frequency id technology. Starwood Preferred Guests can use this in certain properties. On their check in day, they receive a text message to their mobile device with their room number. This allows them to skip the check-in lines and go straight to their room. Aloft Hotels, part of Starwood Hotels, was the first tech-savvy hotel group in the industry to try an automatic-check in program. They had such great success that they have expanded this service to others in their program.

Travelers are turning to personal devices instead of forking over fees for hotel-based services. Phone calls, movies, Internet access - hotels are learning that guests want to do anything but pay when it comes to in-room add-ons. The number of people bypassing hotel-based Wi-Fi has been tough to quantify. Even as more hotels offer complimentary Wi-Fi — it's more prevalent at lower-cost hotels than high-priced ones — the proliferation of Web-enabled devices is a trend to watch.

High-end hoteliers' investments are shifting away from fancy freebies like lotion and soap and toward expert service that reflects a real understanding of the guest's preferences. The recession caused luxury hotels to look at what it offered in each room and decide what current items guests would not miss.

Hotels have used scent, art and food to set themselves apart. New on the horizon: To use indie musicians as a way to define itself. The musicians can be found on playlists created by hotel groups (like Morgans or W Hotels). The playlists are meant to match emerging independent bands with each of its hotels. On the playlist for the Delano in Miami, for example, they aimed for “sexy and sophisticated” music.

Online hotel guest experience surveys have been growing in popularity recently across the industry. It is sent to guests after they have stayed at a hotel, making it very easy for them to give their feedback direct to the hotelier. If there is something they would like to say, they are able to do so when it is convenient to them and after they have completed the hotel experience. This type of survey helps hotels evolve and anticipate changing guest needs.

Travelers rated hotels nearly 3% higher than last year in the American Customer Satisfaction Index, which measures travelers' satisfaction with products and services during the first quarter of each year. Low rates and more perks such as free Wi-Fi and upgraded exercise facilities have increased satisfaction. But the rates and perks haven't made guests more loyal as more people still shop around for the best deal rather than staying loyal to one brand.

Stayed at a rundown Holiday Inn, a lackluster Sheraton, or a '70s-era Hilton? The owners of several chains are revamping their classic properties to appeal to a new crop of business travelers—and hopefully ward off brand extinction. Surveys reveal that business travelers like hotels (and pretty much despise airlines). Their decisions usually come down to one word: choice. Airlines don't give you any, but hotel chains are all about choice. But all that "segmentation” has come at a high cost. The middle ground of the hotel business has turned murky. Some big hotel chains are struggling to redefine their once-iconic full-service lodging brands.

Banish any preconceived notions you may have about retired senior citizens as merely bargain hunters, says a new Amadeus analysis of the travel market. In 2011 and in the future, this burgeoning demographic will be a driving factor in the luxury tourism industry. Amadeus also identifies senior citizens as an “important source of future income” for travel agents including the lucrative luxury travel segments. Here are some other insights into this market segment: Today’s seniors—ranging from age 50 to 90-plus—are physically fitter, healthier, have more disposable income, and are increasingly interested in experience- and destination-based journeys; Agents should cultivate face-to-face business with retired seniors by becoming “lifestyle managers” who provide high-margin, tailored services. Agents who focus on “superior” customer service and listening to what their customers have to say are likely to be the ones who prosper in the future.

There had been a dramatic increase in women business travelers and addressing the needs of this market segment has become increasingly critical for hotel companies. According to a new Cornell study, Managers should focus on how combinations of services, amenities, and facilities contribute to the desired affective responses sought by the growing women business travelers segment. Women are developing a clear and consistent message about the need to feel safe, comfortable, empowered, and pampered.

One of the easiest ways that every small business can compete with their competition is by reaching out to and soliciting business from current and past customers. In most cases, a repeat business strategy can be implemented by the company directly without the need for outside consulting. It can be as simple as calling or emailing a past-customer. This method is also very inexpensive with very little overhead. It also allows you to directly engage a large group of extremely targeted buyers who have previously purchased your services.

According to data from PKF Hospitality Research demand for U.S. hotel rooms in 2011 will increase a solid 4.9 percent, while the average daily room rate (ADR) paid by guests will rise a modest 2.4 percent.

HSMAI-SOUTH FLORIDA CHAPTER’S 28TH ANNUAL GALA – 2011 -- PART 2

(Editor’s Note: Here’s some additional info regarding the Annual Gala. Julie Wernick, HSMAInsider.)

As previously mentioned, Mike Hampton, Dean of the School of Hospitality & Tourism Management , FIU, received the 2011 Hospitality Legend of the Year” Award.
Other awards included:
General Manager of the Year: Heiko Dobrikow, Riverside Hotel;
Sales & Marketing Professional of the Year: Mari Garcia, Hilton Worldwide;
Revenue Manager of the Year: Denease Butt, Riverside Hotel;
HSMAI South Florida Rising Star on the Board: Alicia McCrae, SpringHill Suites Boca Raton; and the HSMAI South Florida Lifetime Achievement on the Board: Stacie Faulds, Greater Fort Lauderdale Convention & Visitors Bureau.

A new award, this year, the President’s Award, was given to Silvia Camarota, Senior Market Manager, Expedia – Miami.

We’d like to thank this year’s Event Sponsors:
Expedia
Hyatt Pier 66
Florida Atlantic University
MDG Advertising
Antares Wine

And a special “thank you” to the Chapter’s “Year-Round” Sponsors who were also honored at the event. These include:
Canmark Printing Solutions
FotoArkitekt
PSAV

Congratulations, Thanks for your support, and Best wishes to all!

Best, Julie Wernick, HSMAInsider.
Reminder: To send info for the “Around Town” column, please forward to jwfranklin1@gmail.com
Please use same the contact info if you are interested in participating in the “An Interview with..." column.

A Conversation With….Carlos Molinet

(This is a new occasional feature of our Chapter’s blog, spotlighting key members of our hospitality industry. If you are interested in participating, please contact Julie Wernick, HSMAInsider, at jwfranklin1@gmail.com)

Name: Carlos M. Molinet, CHA
Title: General Manager
Company: Hilton Worldwide – based at Hilton Fort Lauderdale Marina

HSMAInsider: How Long Have You Been at Your Current Job at This Location?
Carlos: 5 years and 2 months

HSMAInsider: Where Were You Before?
Carlos: Area GM for Hyatt Pier 66 and Bahia Mar

HSMAInsider: How Did you Get Started in the Industry?
Carlos: I started as a Front Office Cashier in NYC

HSMAInsider: What is your Favorite Thing about your job?
Carlos: The ability to mentor and develop the future leaders of our industry as well as the interaction with our guests and creating memories for their stays.

HSMAInsider: What advice, if any, would you have for someone starting out in the Hospitality Industry?
Carlos: Engage your guests daily and always look for opportunities to seek out mentors to help guide your career. Additionally, involve yourself with the Florida Restaurant and Lodging Association, as this will help you network and build your base of contacts for future success. Finally, I would say live up to a mantra of some kind, mine is from Conrad Hilton “To fill the earth with the light and warmth of hospitality”

HSMAInsider: When guests/friends visit and ask you what not to miss in South Florida, you tell them not to miss:
Carlos: The Water Taxi, The beach, The Everglades, Sawgrass Mills, and a show at either the Broward Center for the Performing Arts or in Miami at the Arsht Center.

HSMAInsider: Anything else you’d like to tell our readers?
Carlos: The hospitality business is richly rewarding especially if you adopt the servant leadership model and truly serve your hotel and community. My philosophy of life is based on the Success Poem – “To leave the world a bit better, whether by a healthy child, a garden patch, or redeemed social condition: To know that one life has breathed easier because you have lived – this is to have succeeded” - Additionally, you have the key to unlock your possibilities in life and choose to do anything that you want with this.

HSMAI-SOUTH FLORIDA CHAPTER RECOGNIZES MIKE HAMPTON AT 28TH ANNUAL GALA

In a 28-year tradition, the South Florida chapter of the Hospitality Sales & Marketing Association International (HSMAI) welcomed South Florida tourism industry members for its annual Gala and auction, this year benefiting hospitality student scholarships.

A highlight of the event, held at Hyatt Regency Pier Sixty-Six, was the presentation of the
2011 “Hospitality Legend of the Year” Award to Mike Hampton, Dean of the School of Hospitality & Tourism Management at Florida International University.

Dr. Hampton was appointed Dean at FIU in January 2011. He previously was the Dean of the College of Hospitality Management for Lynn University from 2005 to 2011. With over 20 years of direct experience in the hospitality industry, he has served as a professional speaker, trainer and educator. He founded HSA International, a global training and education management organization specializing in the hospitality industry in 1986. Through his experience and educational pursuits he has become recognized as an expert in human resources development, strategic planning and sales development.

Dr. Hampton holds a Bachelor of Science degree in business management from Florida State University; a Master of Science degree in hospitality management, and an Educational Doctorate (Ed.D.) degree in adult education and human resources development from Florida International University. He has also received the designation of Certified Hospitality Educator (CHE) as granted by the Educational Institute of the American Hotel & Lodging Association.

Dr. Hampton has been active in industry associations, including the American Resort Development Association; the American Society for Training and Development; the Council of Hotel and Restaurant Trainers, where he has served as president and a member of the association’s Board of Directors; the American Hotel & Lodging Association; the Hotel Electronic Distribution Network Association; and the Hospitality Sales & Marketing Association International (HSMAI). He has also been involved in the Institute of Food Technologists and the American Statistical Association.

The Chapter’s “Hospitality Legend of the Year” Award is given for outstanding contributions to the local tourism/hospitality industry.

Other awards presented:

General Manager of the Year: Heiko Dobrikow, Riverside Hotel

Sales & Marketing Professional of the Year: Mari Garcia, Hilton Worldwide

Revenue Manager of the Year: Denease Butt, Riverside Hotel

HSMAI South Florida Rising Star on the Board: Alicia McCrae, SpringHill Suites Boca Raton

HSMAI South Florida Lifetime Achievement on the Board: Stacie Faulds, Greater Fort Lauderdale Convention & Visitors Bureau.

Congratulations and Best wishes to all!

Best, Julie Wernick, HSMAInsider.
Reminder: To send info for the “Around Town” column, please forward to jwfranklin1@gmail.com

Around Town – September/October 2011

(Editor’s Note: Here’s another collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Southeast Florida:

Congrats to Melody Dixon, CHSP, on her new position as Group Sales Manager at the Comfort Inn Ft. Lauderdale Airport Cruise Port on Stirling Road in Hollywood. Best wishes!

Congrats to Rod Kukurudz, the new Vice President of Event Sales, at ME Productions.
Prior to immigrating to the US, Rod was co-owner for 18 years of a marketing and event agency in France, creating and producing events with up to a half-million spectators.

Bahia Mar Beach Resort & Yachting Center, which recently gained approval for a Waldorf Astoria hotel, is in the middle of a multimillion-dollar upgrade of the existing landmark hotel building. The renovated hotel will be gaining the DoubleTree by Hilton hotel brand. In addition to the rooms, the resort’s 8,200 square-foot Commodore Ballroom will also be updated, including lighting, sound and internet connectivity.

The Atlantic Resort & Spa in Fort Lauderdale soon will be home to a new French bistro. Executive Chef Steve Zobel is opening East End Brasserie in the former Trina space on Oct. 27. The restaurant is being designed to reflect an authentic Parisian bistro.

Greater “Fork” Lauderdale celebrates its fifth consecutive year of Dine Out Lauderdale, a six-week culinary event promoting the area’s gourmet restaurants and renowned chefs. From October 1 through November 10, three-course meals are available at a $35 prix fixe at more than 35+ restaurants.

Fort Lauderdale-based IBC Travel has launched scheduled air service between West Palm Beach and Marsh Harbour, Bahamas. The flights are scheduled to operate year-round on Tuesdays, Thursdays and Sundays with roundtrip fares from $359, including taxes and fees.

JetBlue Airways announced new nonstop service between West Palm Beach and Hartford, Connecticut. Beginning January 12, travelers can fly direct between West Palm Beach International Airport and Bradley International Airport in Hartford. JetBlue will offer a 2:30 p.m. flight from West Palm Beach that arrives in Hartford at 5:15 p.m., and a flight departing Hartford at 6 p.m. and arriving in West Palm Beach at 9:10 p.m.

The Hampton Inn & Suites Miami Brickell Downtown opened in late September with more than 3,800 square feet of meeting space, comprised of five rooms, each of which is named after types of birds. When combined, the meeting space can accommodate 300 people in their joint space of 2,300 square feet. All rooms feature audiovisual equipment and complimentary Internet access.

Starwood’s eco-friendly Element brand opens at the Miami International Airport in December. Traveler-friendly amenities at Element Miami International Airport will include a 24-hour grab-and-go gourmet pantry, a laundry room, and free Wi-Fi. Rooms have work spaces and kitchens. There will also be a palm-lined pool outside.

The recently renovated Shelborne South Beach now has the Starlight Ballroom and three other event areas that offer flexible meeting space accommodations. Designed by ADD Inc., the 3,500-square-foot ballroom has an Art Deco theme and can hold 370 guests.

A multi-million dollar renovation is currently underway at the DoubleTree by Hilton Hotel Miami Airport & Convention Center, which boasts more than 155,000 square feet of meeting space.

The Regent Seven Seas is moving from Port Everglades to the Port of Miami in Fall 2012 to join its sister company, Oceania Cruises to berth at the Port’s newly renovated Cruise Terminal J. Both companies are owned by Prestige Cruise Holdings. The move to Miami was cited due to the popularity of Miami as a homeport for cruise passengers globally and the increased international airlift offered at MIA.

In November, Sun Air International Airlines will begin 18 weekly flights from MIA to five destinations in the Bahamas. In addition, Mexican low-cost carriers VivaAerobus and Interjet will also begin service in November. VivaAerobus will launch two weekly non-stop flights from Monterrey, Mexico every Monday and Friday. Interjet will offer daily non-stop service from Mexico City.

Southwest Florida:

MLT Vacations awarded Pink Shell Beach Resort & Spa and Outrigger Beach Resort on Fort Myers Beach 2011 Quality Assurance Awards at a special ceremony in St. Paul, Minn. The Quality Assurance Award recognizes a very select group of hotels that achieve a 99 percent customer satisfaction score and 99 percent delivery of product performance.

The American Bus Association (ABA) announced that Edison & Ford Holiday Nights, Dec. 2-31, 2011, has been designated as one of the Top 100 Events in North America for 2012 by an experienced expert tourism industry selection committee.

The Lee County Visitor & Convention Bureau (VCB) earned a “Henry Award,” the highest award for imaginative destination marketing, along with three Silver Awards, at the 44th Annual Governor’s Conference on Tourism Flagler Awards Competition.

During the month of August 2011, The Beaches of Fort Myers & Sanibel hosted 304,174 visitors, who spent about $157.4 million. Total visitation decreased 22.2 percent from August 2010, but calendar year-to-date 2011, paid accommodations visitation was almost 8 percent ahead of the same period last year. Total expenditures are up by 13.5 percent over the same period last year.

During August 2011, 420,105 passengers traveled through Southwest Florida International Airport (RSW), a decrease of 5.5 percent compared to August 2010. Year-to-date, passenger traffic is up 3.3 percent from the same period last year.
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To submit items for future blog columns, please send info to jwfranklin1@gmail.com
Best, Julie Wernick, HSMAInsider

“12 Things to Do Before 2012” Per the GFLCVB

Today’s 2012 Marketing Plan Presentation by the Greater Fort Lauderdale Convention and Visitors Bureau was attended by a who’s who of the area’s hospitality industry movers and shakers. In addition to presentations on public relations, highlights on destination sales, and an overview of advertising plans, handouts were distributed of their various printed guides and marketing plans.

One of the featured items was a little card entitled, “12 Things to Do Before 2012”.
Here is a summary of the items listed:

1. Nominate – The 2011 Sunsational Service Courtesy Awards will be held on December 1st. There will be 12 winners recognized at that time. Attendees were urged to nominate someone on their “frontline” staff for going above and beyond. The forms are on their website at www.sunny.org/nominate

2. Get Sporty – This year’s Broward County Sports Hall of Fame will take place on Tuesday, November 8th at the annual banquet. Tickets can be ordered by contacting Saskia at sfisher@broward.org

3. Collaborate – Special offers and deals as well as pre/prost cruise offers are listed on their site. To be included, send your “deals” info to Justin at jflippen@broward.org

4. Get Social – The CVB wants everyone to “like” them on Facebook (VisitLauderdale).

5. Say Cheese – In addition to liking them, they are soliciting photos to be posted on their Facebook page, too. These can be of staff or of visitors. Pictures also will appear on their site at the SunnysideUp page.

6. Retweet Us – They’d like us to retweet their posts on Twitter. (Everyone is following the CVB already, right?)

7. Check In on Foursquare – Make sure your business is listed as a venue, leave tips, engage with your mobile customers, update your descriptions, and add your specials. Foursquare.com/VisitLauderdale

8. Co-op With Us and Split the Cost: There are opportunities for shared advertising. See sunny.org/coop for details.

9. 'Tis the Season – Get included in various media stories by sending your holiday specials (Halloween too) and events to Jessica at jtaylor@broward.org

10. Freshen Up – If you haven’t done so recently, make sure your sunny.org listing is current. These listings also appear on their mobile site and iVisitLauderdale app. For a how-to-do-this guide, see sunny.org/PartnerLogin
11. Share the Sun – They are seeking to get donations for 3-night stays and for meals that can be used in promotions on Radio, TV, and online. They need certificates good through December 2012 (with any restrictions/black out dates). Contact Kim at kcanter@broward.org

12. Go MOBI – Promote to your friends and guests the new sunny.org mobi site which appears on Android, iPhone, Blackberry, and iPad. (Put this on YOUR cell phone if you haven’t already done so…)

Best, Julie Wernick, HSMAInsider.
Reminder: Please send info for our “Around Town” column to jwfranklin1@gmail.com

September 21, 2011, HSMAI-South Florida Meeting Recap

“Table of Eight” – Our occasional column with comments about Chapter events.
(By HSMAInsider, Julie Wernick, jwfranklin1@gmail.com)

What a nice turn out (over 70 people attended) for the Chapter’s luncheon meeting at the Sheraton Fort Lauderdale Airport & Cruiseport Hotel in Dania Beach. Mr. Jean Elie, Senior Cruise Services Manager for Port Everglades, discussed the status of the Port and its cruise growth plans as well as its relationship with the hospitality industry.

Don’t you love meeting new people and learning about them and their companies?
I try to sit with a different group each month. How nice it was to meet Jared and his colleague from Luckey’s Management Group. We should be hearing soon from Luckey’s about some new hotel developments. Jared handles e-commerce for the company. Also at my table was Cindy Chifari with Worth International who told me about Worth’s current publications. In the “small world” department, I learned that she used to work with Cheryl Ricossa (now with Expedia), who I first met many years ago during my Grand Bahama Vacations/Princess Communications tenure, when she was with Hotel Travel Index. Seated next to Cindy were Matt Cooper and Liane Lowy from the New York Times Media group. Also got to meet and chat with Tom Mulroy, GM, of our host hotel and say hello, again, to Gerry McFarland, Director of Sales & Marketing (we worked together when I was at the Chamber and he was with the Renaissance SE 17th Street).

As always, there will be different things that people may remember from a presentation that may apply to their specific hotel/company. But here are a few key points from my notes:

Mr. Elie stated that, overall, 16 million passengers will take a cruise in 2011. This represents a 6.6% increase compared to 2010. Since 1980, there has been an average annual growth rate of passengers of approximately 7.4%.The average length of a cruise is nearly 7 days. Most cruise passengers have an average age of 50+ and more than $40,000 HHI. Cruisers are frequent vacationers and see cruising as part of the travel mix as well as for “special” trips.

Port Everglades is expecting to realize 3.9 million passengers for 2011 with 17 cruise vessels operating from the Port. The Greater Fort Lauderdale area is quite attractive for cruise passengers especially for pre-cruise packages. The Port serves as the number one entrée to the Bahamas and the Caribbean. To attract additional passengers, the Port has expanded their facilities to handle more and larger cruise liners. One result of the larger ships (like the Allure and the Oasis) has been to attract additional international tourists to our area. Some 5000 foreign visitors came, predominantly Brazilians, since the introduction of these new, larger ships. The Port will be continuing to do additional terminal renovations next year. There is more work to be done on post-cruise hotel packages, as well as area tours. (Note: The CVB is working on some new developments in this area to be unveiled at their October 13th meeting.)

Look for the PowerPoint slide presentation from today’s luncheon meeting to be posted on the chapter’s website: hsmaisouthflorida.org in the near future.
Thank you again, Jean for your informative presentation.

P.S. Just a reminder to send in your industry news/updates for the “Around Town” column for the HSMAI-South Florida chapter’s blog, “Scoop”, to jwfranklin1@gmail.com.

“Hospitality Marketing Medley” – September 2011

(Editor’s Note:
Here are some recent trends and hospitality marketing hints collected from various websites, releases, etc.
Best, Julie Wernick, HSMAInsider.)

Expect to see more chic, 100-room or less, boutique hotels over the next few years. Today they represent about 3 percent of all U.S. Hotels. It is estimated that this could grow to about 6 % of all U.S. hotels, (maybe even 10% in large urban markets), in 10 to 15 years. Why? To provide for those travelers looking for the different/offbeat who are reacting against “cookie cutter” sameness in large chains.

Corporate buyers are having a more challenging time this year getting high-end and luxury hotels to waive fees and surcharges. With pricing power returning to hotels, as business travel has increased, there is an expected record amount of revenue for fees/surcharges predicted for this year – most likely to exceed the $1.75 billion that hotels made in 2008.

In addition, with hotel occupancies up, business travelers are having more challenging times v.v. availability at their hotels of choice. Business travelers will need to be booking earlier to secure space at desired rates.

Some times simple is better. Don’t overlook the use of a hotel newsletter or blog to keep your property regularly visible to your customers/prospects. The more you communicate, the more you establish loyalty and an emotional bond. As soon as guests have booked, send them a thank you note with additional information. This could include local events, upgrade opportunities, or services you can provide for them (tours, dinner reservations, etc.). A simple thank you note after they have stayed with you allows you, again, to build rapport as well as allow for feedback.

For many years, it looked as though travel agents were going to be just a memory. But now, travel agents have rebounded. Customers who are confused and frustrated by new airline fees or overwhelmed by social media are seeking help/direction. Some don’t have the time to spend hours on research comparing flights, hotel packages, etc., so they are turning to professionals. An ASTA survey showed that 44 percent of agents said they had more clients in 2010 than in 2009 with the strongest rebound in rail and hotel reservations. Are you including travel agents in your sales plan?

“Hospitality Marketing Medley” – August/September 2011

(Editor’s Note: Here are some recent trends and hospitality marketing hints collected from various websites, releases, etc. Best, Julie Wernick, HSMAInsider.)

Several of the top hotel operators – brand like Marriott, Hilton, and Starwood Hotels are incrementally upping average daily rates. Rooms in the top 25 lodging markets were still under what they were in peak 2007. There is motivation to raise rates as leisure and business travelers have returned and there is a relatively fixed supply of hotel rooms. This may change as new construction ramps up again.

TripAdvisor surveyed more than 1,000 U.S. accommodation owners who revealed their plans to attract travelers and increase repeat customers. According to the 2011 survey, most hoteliers were planning renovations to the interior of their properties (61%), with exterior renovations planned by 42%. To attract guests, most hotels will offer discounts on rooms (61%), or special amenities, followed by reward points, deals on nearby attractions, or a free night’s stay with booking. Almost all (94%) have no plans to charge visitors any additional fees for amenities. In-room internet access, which is a key consumer demand, will be offered as a free amenity by 91% of those surveyed.

There is a debate in the market place over the value of “hip” hotel design. Consumers are, in some cases, negatively reacting to cutting-edge features like party lounge lobbies, extra-low slung seating, complicated control panels, and dim lighting. Travelers initially intrigued by the unique and cutting edge, can be turned off when reality shows them that their hotel choice may be too hip for their comfort.

Most properties have some sort of loyalty program or reward system in place to acknowledge frequent guests/users. Many brands offer a points-based loyalty system. Some companies want to offer more unique rewards to members of their programs. Interestingly enough, some of the luxury properties are offering items that are standard to the economy brands already: complimentary breakfast and comp internet access. In addition to the ability to earn free nights, early check in or late check out and room upgrades, some brands are trying to be more creative with their welcome gifts, special rates, concierge service, and by adding-in off property opportunities.

There’s a “battle” going on among hotels to outdo their competition; however, as soon as one hotel brand introduces something “new”, another one does something similar and the uniqueness is lost. Hotel guests like brand-name amenities. Some of the better hotels are now offering spa lines, without their own logos/imprints. Research shows that people have more trust in a product that they may be somewhat familiar with and that they regard them as having higher “status” or value.

Although not a current big producer for Florida, more properties are looking to tap into the burgeoning Asian market, especially the Chinese travelers. According to Carlson, there were around a half million visits to the United States (compared to their 3 million to Europe). Some estimates indicated that outbound Chinese traveler numbers could reach more than 100 million a year in the next decade. Starwood has launched a booking engine in Chinese and added marketing materials in Chinese and English. Other properties are adding Chinese menus and signage.

A Travelzoo survey found that 64% of people said hotel prices are more important than the destination when choosing holidays. The survey, which examined consumer behavior, found that most holiday planning was based on price and user reviews.

With the increased emphasis on online marketing, social media, mobile marketing, et al, it behooves hoteliers to not overlook the basics of voice selling. A recent article pointed out how many consumers research a property online, and then call the front desk with one specific question that they had trouble with or can’t find the answer to in their online viewing. Many front desk or customer service people didn’t know how to handle these calls; nor did they take the opportunity to convert the calls into bookings. Bottom line: Don’t overlook proper basic training and staff education. You might be losing easy sales.

HSMAI – Headquarters – Recap – August 2011

(Editor’s Note: Here’s some selected information previously sent by our Association headquarters that you may have missed... HSMAInsider, Julie Wernick)

The Adrian Awards – Celebrating its 55th year!

This competition has evolved into the worlds most renowned and prestigious advertising, public relations, and digital marketing event specifically tailored for the hospitality, travel, and tourism industries. The Awards honor creative brilliance and best practices in hospitality, travel, and tourism-related marketing.

Just a reminder that the early entry deadline is September 2 and the final deadline is September 16th. For more information on the Adrian Awards Competition, contact Desiree LaFont at (703) 506-3297 or email AdrianAwards@hsmai.org

In addition, HSMAI is also accepting nominations for the 2011 HSMAI Top 25 Extraordinary Minds in Sales & Marketing.

Barry Brown Receives Award:

HSMAI named Barry Brown, Regional Director of Sales and Marketing, the Del Coronado and La Costa Resort & Spa, the 2011 Resort Marketer of the Year. The award, presented by HSMAI and LivingSocial, was awarded to Brown for exemplifying the highest degree of excellence and commitment to the hospitality industry.

Affordable Meetings becomes MEET National:

This “new” meetings event takes place September 7-8, 2011 at the Walter E. Washington Convention Center, in Washington, DC. Meeting and event planners get to take advantage of the latest educational updates, increase their professionalism and their contacts, attend planner-supplier scheduled meetings, etc., all in a new format. Will you be there?

HSMAI Insights Newsletters - An exclusive benefit of membership in HSMAI

Have you seen these weekly newsletters? Each issue is chock full of useful details and tidbits. These are divided into several sections including: “Fueling Sales”; “Inspiring Marketing”; “Optimizing Revenue”; “Update”; Pictures; and “On The Move”. It includes news briefs from around the media, with access to in-depth articles, columns, reports and multimedia on eConnect (which is a one-stop portal to global information and resources on hospitality sales and marketing topics provided by the HSMAI Foundation).

HSMAI and VIZERGY: Best Practices

HSMAI has partnered with VIZERGY to provide a white paper on best practices for integrated marketing. The paper provides an in-depth look at why travel marketers should move away from a singular focus on campaigns toward a more integrated marketing approach. In addition it addresses best practices for Establishing cross-functional teams; Defining appropriate goals; Matching consumer-preferred channels to defined goals; and Focusing on the right success measures. The white paper can be found online by visiting http://www.hsmaieconnect.org/index.html

Around Town – August 2011

(Editor’s Note: Here’s another collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Southeast Florida:

Congratulations to Alice Land who started her new position with Marriott on August 8th. Alice was previously the Director of Sales & Marketing at the Mayfair Resort and a past Board member of our South Florida HSMAI chapter.

Congratulations to Anna Russo, Director of Sales & Marketing at the Ocean Sky Hotel & Resort (Fort Lauderdale) on attaining her CHSE designation!

The Bahia Beach Hotel at 3030 Harbor Drive in Fort Lauderdale has new owners. It was sold in July to a Miami company.

Greater Fort Lauderdale will host the 2011 Superior Small Lodging Annual Conference, at the Broward County Convention Center, Sept 27-28. Superior Small Lodging members from the around the state will gather to share ideas and plan for the year ahead.

The fourth annual Lauderdale Spa Chic runs from September 1-30. Enjoy spa treatments for $99 (up to 50% savings) and Spa Chic Stays, including spa treatments and overnight accommodations, starting at $239 at one of 14 participating spas (many at top hotels in Broward). For details and info on the CVB’s Spa Chic contest visit www.sunny.org/spachic.

According to Smith Travel Research reports, South Florida hotel occupancies and room rates rose in June. The region’s hotel occupancy climbed to 65.7 percent from 61.7 percent in June 2010. The average daily room rate rose 5.1 percent, to $108.67 from $103.41.

The number of passengers at South Florida airports rose in June. Total passengers at Fort Lauderdale-Hollywood International Airport increased 8.6 percent, year-over-year. The number of domestic travelers rose to 1.6 million (vs. 1.47 million). International passengers also went up 8.6 percent (273,788 vs. 252,146).

In July, Fort Lauderdale-Hollywood International Airport had its 23rd month of passenger growth in July 2011. Total passengers climbed 4.4 percent, year-over-year, to 2 million from July 2010’s 1.95 million. The number of international passengers rose to 339,332 from 335,031. And Domestic travelers increased 5.1 percent, to 1.7 million from 1.6 million.

Miami International Airport saw similar passenger increases, rising 7.7 percent, year-over-year (3.2 million vs. 2.98 million). Domestic travelers in June rose to 1.68 million (vs.1.57 million in June 2010). International passengers were up to 1.53 million (vs.1.4 million).

Miami Beach’s The Raleigh Hotel successfully hosted the Mercedes-Benz Fashion Week Swim event in July where more than 12,000 people attended the five-day 2012 swimwear preview. The event showcased 24 designers under tents around the hotel's pool. Speaking of The Raleigh, the 70 year old hotel will be renovated again (last time was in 2004). The hotel will remain open during its makeover/enhancement which should be completed by December.

The Fontainebleau Resort (Miami Beach) is offering a special Florida Resident promotion through September 30th, with rates from $249 including complimentary valet parking - Fourth night free - A Little Bleau Book at check-in - kids eat free for 3 meals a day. Some restrictions apply. Promotional rate is based on double occupancy in Standard room category for Sunday - Wednesday nights only. Blackout dates apply.

Sorry to hear that The Sandals Royal Bahamian in Nassau and the Beaches Turks & Caicos remain closed due to Hurricane Irene. The good news? The Sandals resort will reopen Sept. 28, and the Beaches property will reopen Oct. 6.

All three of the South Florida’s major airports made Cheapflights.com's list of 101 most affordable airports, which ranked airports by average airfare:
Fort Lauderdale-Hollywood International Airport ranked fourth (the highest in Florida) with an average airfare of $328, followed by Palm Beach International Airport at No. 11 with an average airfare of $346. Miami International Airport ranked in the bottom tier, at No. 85 with an average airfare of $534. (No. 22 was Southwest Florida International Airport).

Southwest Florida:

Congrats to Jack Wert, Executive Director for the Naples, Marco Island, Everglades CVB, on his appointment to the VISIT FLORIDA Board of Directors as a representative of the Southwest Florida tourism industry. He was also reappointed to the International Committee.

Congrats to U, PR & Communications Manager, Naples, Marco Island, Everglades CVB, who has been reappointed to the VISIT FLORIDA Communications Committee.

The Naples Beach Hotel & Golf Club has received Meetings Focus South magazine's "Best of the South" award, which is given annually to the finest meeting properties in the South, as selected by the magazine's readers.

Marco Beach Ocean Resort has received the TripAdvisor Certificate of Excellence, which honors top-rated lodging businesses, restaurants and attractions, as reviewed by travelers on the world's largest travel site.

The Naples Park Central Hotel, formerly the Sea Court Hotel, reopened with a complete interior and exterior remodel. The Park Central was taken over by new owners and management to give Naples a new and contemporary lodging property.

Marco Island Marriott Beach Resort has launched a “Give & Get”, a volun-tourism program to reward travelers who give back to the community. Guests who spend part of their vacation helping others will receive a 15 percent savings on their stay through Sept. 30. Volunteer opportunities range from renovating a butterfly garden with Friends of Rookery Bay, building homes with Habitat for Humanity or helping out at Marco Island's first local high school. If resort visitors post photos or videos of their experience on the resort's Facebook page, they receive a $25 resort credit for a return trip.

The fourth annual Islands FallFest from September through November 2011 combines annual events and festivals with special hotel rates and value-added deals for visitors to The Beaches of Fort Myers & Sanibel.

Research Data Services showed that visitor numbers for June 2011 increased nearly 10% over June 2010, according to the Naples, Marco Island, Everglades CVB reports.

During June 2011, 473,332 passengers traveled through Southwest Florida International Airport (RSW), a decrease of 0.7 percent compared to June 2010. Year-to-date, passenger traffic is up 5.4 percent from the same period last year.
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To submit items for future blog editions, please send to jwfranklin1@gmail.com
Best, Julie Wernick, HSMAInsider

July 20th, 2011 HSMAI-South Florida Meeting Recap

“Table of Eight” – Our occasional column with comments about Chapter events.
(By HSMAInsider, Julie Wernick, jwfranklin1@gmail.com)

What a nice turn out for the Chapter’s dinner meeting at the Renaissance Boca Raton for a presentation on tourism trends and visitor data by Brittany Baldwin, Sales Executive, Caribbean & Southern US, STR (Smith Travel Research).

Don’t you love meeting new people and learning about them and their companies? I was especially pleased to join Dr. Peter Ricci, Director, Hospitality Management Program, Florida Atlantic University, and some of his friends at their table. Peter, by the way, has CHA, CHSE, and CRME certifications, is a very prolific writer of scholarly articles on lodging management topics and a member of “too many to name” groups and associations (including serving on the board of our Chapter). Mark Klayman, Director of Business Development, Vizergy provides internet marketing and e-commerce solutions with reservation systems, services, and special software to help clients drive more revenue. John Bailey, the General Manager of the Hilton Boca Raton (near 441) keeps busy with duties on property and serves on the Board of the Palm Beach County Hotel & Lodging Association. Compared notes with Josh Morrone, Member Care Manager, South Central Region for America’s Best Value Inn by Vantage, and Sanja Vukik, CHA, National Travel Sales Manager, Vantage Hospitality Group. Sanja, by the way, is a 2010 FAU graduate.

As always, there will be different things that people will remember from a presentation that may apply to their specific hotel/company. But here are a few key points from my notes.

Ms. Baldwin spoke about her company, STR, presented an overview of US travel data and then focused in on trends for Florida and for our southeast portion of Florida (from Palm Beach to Miami-Dade).

On a national basis, 2011 showed a total US occupancy of approximately 59.2%. These are year-to-date (YTD) figures through June, 2011. In general, their survey results are showing that there is the strongest hotel demand rebound ever. The supply side is slowing down and demand is up. The ADR (average daily rate) has been very erratic during each downturn period (since 1989) and currently the industry is struggling to get hotel rates back up to where they should be. STR is not sure how long this will take, however. Ms. Baldwin noted that it took six years to get rates back up just to equal rates of inflation after 911 (Nine eleven).

Florida currently has approximate 3600 hotel properties with some 411,537 rooms. June 2011 YTD showed an overall state occupancy rate of 67.5%. Last year was a pretty bad year for the industry, but so far one can see that travelers are returning to Florida and numbers are up.

Southeast Florida is showing a better than average demand than most other destinations in the US and demand is coming back strong. Occupancy is rebounding, but the room rate is lagging behind quite a bit. Hoteliers need to realize that they have “pricing power” and can start now to get better rates for their rooms. Interestingly, the weekday occupancy rates have outperformed the rates of the last 3 years. Although, in all time periods, the ADR is showing less dollars received, it’s still better compared to what it was in 2009 and 2010.

What about the rest of 2011? Nationally, STR is forecasting increases of 3.8% for occupancy and 4% for ADR. For 2012, occupancy should be up another 2% and ADR should be up 6%. In Southeast Florida, they’re projecting an increase of 5.8% for the balance of 2011; and an increase in 2012 of another percentage point (up 1%).

Ms. Baldwin suggested that hotels familiarize themselves with the “Bandwidth” Report. This report tells you how your property is doing in comparison to your competitors/other hotels. Another useful tool is a “Revenue Positioning Matrix” (RPM). Does your hotel price positioning strategy make sense? Can you provide more value and clearly make customers understand why you charge more? Studying these various matrices, can lead to a higher ADR index and a higher occupancy index. If you have meetings/conference space, another suggested report to check out is the Meeting Planner Survey which tells you what planners think about your destination.

I’m sure everyone brought at least one really good statistic or useful piece of information back with them to their companies after the program. Thank you, again, Brittany.

(Note: Ms. Baldwin also spoke at our HSMAI Chapter’s luncheon the next day at the Holiday Inn–Fort Myers Airport for our west coast members with targeted data relating to Lee and Collier counties.)

Mark your calendars:
On Wednesday, August 17th, the Chapter’s speed networking meeting will be held
at the Clevelander Hotel, Miami Beach. 6 pm including wine and hors d’oeuvres.

PS Just a reminder to send in your industry news/updates for the “Around Town” column for the HSMAI-South Florida chapter’s blog, “Scoop”, to jwfranklin1@gmail.co

Palm Beach County's 2011 Providencia Award

The Providencia Award is Palm Beach County’s most important symbol of recognition for the local tourism industry that employs more than 50,000 people, and adds $2.8 billion annually to the local economy. The Public Relations Committee of the Palm Beach County Convention & Visitors Bureau bestows the Providencia Award annually to a local individual or an organization that has made an extraordinary and positive impact on local tourism.

Key Dates:
July 29, 2011 – Deadline for Providencia Award Nominations
August 10, 2011 – PR Committee Selects Three Final Candidates
September 2011 – Public Invited to Vote on Top Three Finalists
October 20, 2011 – Presentation of Providencia Awards and CVB Scholarship

Helpful Links:Providencia Award Application and Guidelines-->Providencia Award Application and GuidelinesProvidencia Award Press Release

Previous Providencia Award winners have included:
The Delray Beach International Tennis Championships, The Colony Palm Beach, The Morikami Museum & Japanese Gardens of Delray Beach, The Breakers Palm Beach, Kravis Center for the Performing Arts, Boca Raton Resort & Club, Norton Museum of Art, Burt Reynolds, Ritz-Carlton, Moroso Motor Sports, SunFest, Jack Nicklaus, Marathon of the Palm Beaches, Delta Airlines, Alex W. Dreyfoos, Jr., and the Palm Beach Kennel Club.

Around Town – July 2011- PART 2

(Editor’s Note: Here’s another collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Southeast Florida:

Fort Lauderdale was the lowest tax burdened city in a recent study by the Global Business Travel Association. The study looked at 50 U.S. cities with the lowest and highest tourism taxes. Fort Myers was second and West Palm Beach was third. All are in both general sales tax and travel-related services such as car rental, hotel and meals. (Detroit #4; Portland, OR #4).The 5 highest-tax imposing cities on travelers were, in order, #1 Chicago, #2 New York City, #3 Seattle, Boston #4 and Kansas City, MO #5. This information is of extra special interest to all travel managers planning meetings and conferences.

Greater Fort Lauderdale has been marketing to the GLBT visitor for the last 15 years. Now that New York is allowing gay marriages, the GFLCVB is launching a new webpage featuring the area as a GLBT honeymoon destination. In addition, they are sponsoring a contest to win a gay honeymoon on Fort Lauderdale beach called the “Honeymoon with Pride”. Prizes include a five-night stay at the Royal Palms Resort & Spa, couples massage, candy, roses, and dinner for 2 or the “Preferred Pride” package at the Atlantic Resort & Spa with a couples massages, welcome cocktails. For more information and/or to enter to win, visit www.sunny.org/honemoonwithpride.

Hyatt Hotels & Resorts and Kolter Group LLC have broken ground on a new 134-room Hyatt Place hotel in downtown Delray Beach.

Florida Atlantic University will be offering a Hospitality Management Certificate Program. Dates are Saturdays April 14 thru May 12th, 2012 from 10 am to 4 pm, on their Boca Raton Campus, College of Business. The program will benefit participants from all segments of the industry who desire to move into a supervisory role, wish to move up within their organization, seeking formal training, are new to the industry, or have a formal education in another discipline. The 5-module program covers core components required for success as a hospitality professional. For more information, contact Sarah Gaffney at sgaffne3@fau.edu

Southwest Florida:

The Ritz-Carlton Resorts of Naples announced the appointment of George Fistrovich to the position of executive chef. Chef Fistrovich will lead more than 100 culinary professionals in overseeing all food and beverage operations and culinary services for the 10 dining venues and group banquets at The Ritz-Carlton, Naples beach resort and The Ritz-Carlton Golf Resort, Naples.

Several members of the Collier County hospitality community have been accepted into the Leadership Collier Class of 2012. Congratulations to Jenny Foegen from the Naples Princess, Clark Hill from Hilton Naples, and Tom White from Hawthorn Suites by Wyndham Naples.

The Naples, Marco Island, Everglades CVB’s ad agency, Paradise Advertising & Marketing, announces the hiring of Scott Johnson as their new Creative Director.

Starwood Hotels has presented Four Points by Sheraton in Punta Gorda Harborside with its most prestigious award, the “Starwood North America 2010 Four Points Hotel of the Year Award”. Stephen Svecak, GM, and John Zaccari, CEO of A2Z Hospitality Management, accept the award on behalf of their hotel. In addition, the property had earlier in the year won awards for the “Highest Ranking Guest Service Score” and “2010 Overall TripAdvisor Ranking” for the four Points by Sheraton Brand. Congratulations!!

Charlotte County area residents are participating in a series of discussions about the future of tourism in their County. Teams have been formed on various tourism-related topics. Recommendations will be presented to the Charlotte VCB in late August/early September.

Renovations to the Holiday Inn Downtown Historic District in Fort Myers will start soon as part of a plan to focus on business travelers and corporate conferences. The project will renovate guest rooms, expand the business center, add retail lobby space, and reinvent the onsite restaurant.

Sanibel Harbour Marriott Resort & Spa in south Fort Myers is offering an Island Drive special savings package that comes with $25 in free fuel, a free rental car, and a free bike rental on Sanibel Island or kayak rental at the hotel. Available through Oct. 31, 2011, the package features a 15 percent savings, with rates from $126 per night.

Several Lee County Hotels are currently offering girlfriend vacation packages. These include the Casa Ybel Resort on Sanibel Island; Gulf Breeze Cottages on Sanibel Island; the Hyatt Place Coconut Point in Bonita Springs; the Outrigger Beach Resort on Fort Myers Beach; and the Sanibel Arms West on Sanibel Island

In its June 2011 issue, the Condé Nast Traveler magazine’s 2011 Spa Poll named the Gasparilla Inn Spa in Boca Grande as one of the Top 25 U.S. Hotel Spas. The spa operates now on its special summer schedule: Wednesdays and Fridays from 10 a.m. to 4 p.m. during July and August.

TripAdvisor has presented the Tarpon Tale Inn on Sanibel Island and the Edison & Ford Winter Estates in Fort Myers each with a 2011 TripAdvisor Certificate of Excellence, an honor given to properties that consistently receive excellent ratings from the travel website’s members.
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To submit items for future blog editions, please send to jwfranklin1@gmail.com
Best, Julie Wernick, HSMAInsider

Around Town – July 2011

(Editor’s Note: Here’s a collection of newsworthy items from our industry members and the South Florida community. HSMAInsider, Julie Wernick)

Southeast Florida:
Congrats to Gail Spier who was recently appointed Ad Director at THINK Magazine and Lucky Fan. THINK Magazine is a regional lifestyle magazine direct mailed to 42,000 high end homes and found at local area businesses. Lucky Fan is a groupon like company featuring luxury amenities and services at value rates starting in August. Gail was formerly Account Manager at City & Shore. She currently serves as Advisor to the Board of HSMAI-South Florida and was also a past Chapter President.

Congrats to Tony LeFebvre recently appointed/promoted to Sr. VP and COO of Spirit Airlines. Best wishes on your new job!

Congrats to the Greater Fort Lauderdale Convention & Visitors Bureau. The Bureau won five 2010 National Association of County Information Officers (NACIO) Awards, including: Best of Class for Mild to Wild GLBT mobile site, Superior for Vacation Playbook, Excellent for Super Bowl, Meritorious for Sunny in the City campaign in NYC and Learn to Dive Month.

The Village at Gulfstream Park is continuing to offer its Wine Walk Wednesdays during the month of July. They take place the first Wednesday of every month from 6:00 p.m. to 9:00 p.m., rain or shine. For $10, you receive a commemorative wine glass and the chance to sample 5 wines and hors d’oeuvres at various shops throughout The Village. The participation fee benefits a different charity each month. More info: www.thevillageatgulfstreampark.com

Greater Fort Lauderdale’s new “Super Summer Savings” package promotion is in effect through September 30, 2011. Visitors can receive more than 30 options. When combined with summer hotel value rates and low-fare air service from over 50 U.S. destinations, summer in Greater Fort Lauderdale is “super” easy and “super” affordable. More info is available at the GFLCVB’s website: sunny.org

The Fort Lauderdale/Hollywood International Airport reports that: Air Canada has begun using an Airbus330 plane for flights between Fort Lauderdale and Toronto. This is the largest aircraft (265 seats) of any scheduled airline operating from FLL on a daily basis.

The average hotel occupancy in the Fort Lauderdale market rose to 68.4 percent from 63.8 percent in May 2010. The average daily rate climbed 3.7 percent, to $105.68 from $101.92 per Smith Travel Research reports.

The number of passengers at Fort Lauderdale International Airport rose in May. Total passengers climbed 4.6 percent, year-over-year, to 1.91 million. The number of domestic travelers rose to 1.65 million from 1.58 million. International passengers increased 8.2 percent, to 266,745 from 246,616.

Urgo Hotels, an operator, developer/owner of upscale hotels, has acquired two landmark Miami Beach properties in a joint venture with The Carlyle Group. The hotels are the 75-room Blue Moon Hotel and the 71-room Winterhaven Hotel. Both properties are scheduled to undergo significant renovations over the next 6 months including upgrades to public spaces and guest rooms.

Miami’s only marina-front hotel has just reopened after a two-year, $31 million renovation. The Miami Marriott Biscayne Bay has 20,000 square feet of event space.

Welcome to the recently opened Dream South Beach (a sister to outposts in New York, Bangkok and Cochin, India). Two low-rise Art Deco buildings along Collins Avenue have been “fused” into one 108-room boutique hotel.

The Related Group sold the Viceroy Miami Hotel. The 148 unit hotel was located in the Icon Brickell project and was known for its water lounge and 2-acre outdoor park on the 15th floor.

In May, compared to Broward and Palm Beach, Miami-Dade County had the largest year-over-year hotel occupancy gain: to 73.4 percent from 67.3 percent. Average daily rate climbed 8.4 percent, year-over-year, to $144.52 from $133.35 (according to Smith Travel Research).

Miami International Airport ranked first in the nation for international passengers boarded on U.S. airline carriers per March 2011 data. Enplaned international passengers at MIA rose 5 percent, year-over-year, in March, to 446,100 from 424,700, according to the Bureau of Transportation Statistics at the US Department of Transportation.

Ground was broken on the new Hyatt Place in downtown Delray Beach last week. This is the first new hotel project in Palm Beach County in 2 years.

For a limited time, stay 3 consecutive nights and get a fourth night free at Palm Beach Marriott Singer Island Beach Resort. Offers end September 29, 2011.

Air Canada will add a seasonal daily flight from Toronto direct to Palm Beach International. These added 17,000 airline seats between December and April could bring up to $8 million in new spending to the Palm Beaches.

Good news! Hotel occupancy rates in Palm Beach County have been climbing for 17 consecutive months according the PBCVB.

Southwest Florida:

This summer, Florida Residents can stay at any of Sun Stream’s Hotels in Cape Coral, Fort Myers Beach and Naples and receive 15% off the best available rate with no minimum night stay.

Residence Inn Fort Myers Sanibel Beach Hotel is offering a new promotion called “Shop Until You Drop”.
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To submit items for future blog editions, please send to jwfranklin1@gmail.com
Best, Julie Wernick, HSMAInsider

“Hospitality Marketing Medley” – June 2011

(Editor’s Note: Here are several recent trends and hospitality marketing hints collected from various websites, releases, etc. Best, Julie Wernick, HSMAInsider.)

Luxury hotels in major markets are copying tour operator methods to focus on travel not just as a destination, but as an entire experience. Since high-end customers aren’t as influenced by that free spa treatment or extra-night free stay promotion, upscale hoteliers are trying to find something special to add and not just on the hotel property. These items might be a dinner at a top local restaurant, theatre tickets, or a private tour. (Put your thinking caps on South Florida! I’m sure you’ll come up with something innovative.)

Some of the “must-have” and “most searched” for amenities that drive a consumer’s decision to book a hotel in 2011 included promotional offers or discounts. In this category, according to an Orbitz survey, free parking and airport shuttle service were the top items searched. Swimming pools were one of the most important hotel amenities, overall. Beyond the basics, rising number of searches included hotels that welcome pets, provide spa services, and have fitness centers. Astute hoteliers will anticipate and meet these consumer needs.

In a study of business travelers, Travel Leaders looked at what was most important to this group when choosing a hotel. The top five selections were: Location – near business meeting (82.8%), Rewards program – frequent guest points (54.4%), Free Wi Fi (31.4%), Location – near airport (17.7%), and Free breakfast (13.2%).

According to an NBTA report, annual U.S. business travel spending should climb about 5 percent in 2011 and 6.4 percent in 2012, to $254.5 billion. They also projected that the number of business trips this year would surpass 2010 levels.

Part of hotel marking is also managing consumer reviews on sites like TripAdvisor. Don’t overlook the basics. You should be asking your guests during check-out to review your property on social networks and/or booking sites. In your “thank you for your stay” emails to your guests, ask for positive reviews to be posted. Make sure you show your guests that you care by monitoring your hotel’s reviews and answering all negative comments. If there is a negative comment, after your apology have you offered an incentive for these guests to come back to your hotel?

How to Get a Response from Your Sales Emails?

Note: This comment/article appeared in LinkedIn on the “Visit Florida” Group site and was written by Matthew Barnes, who is the Golf Sales Manager at Sawgrass Marriott (in the Jacksonville, FL area). With his permission, I have reprinted it here for your review and amusement. Best, Julie Wernick, HSMAInsider.
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The One Email Guaranteed to Get You a Response!
My Director of Sales & Marketing gave me this little tip:
Ever have a client or prospect never get back to you?

Because you're in sales, then I know it's happened to you (or is happening with several of your clients or prospects right now!).

If you ever find yourself in a place where you've qualified a prospect, sent information to them on your hotel, and then find that they just won't return your calls or emails, then I've got a guaranteed email that will get you a response.

OK, so if you're ready to learn and use this technique, here it is:

Subject of your email: "Should I stay or should I go?"

" Mr. Smith While I've tried to reach you, I haven't heard back from you and that tells me one of three things:

1) You've already chosen another hotel for this event and if that's the case please let me know so can I stop bothering you,

2) You're still interested but haven't had the time to get back to me yet

3) You've fallen and can't get up and in that case please let me know and I'll call 911 for you...

Please let me know which one it is because I'm starting to worry...

Thanks in advance and I look forward to hearing back from you."

This works on so many levels including using a "Clash" song everyone can relate to in the subject line, to giving them options and an out in case they've decided not to work with you. And, of course, you give people a reason to smile and that always relieves the pressure from the sales situation.
Use it this week and see for yourself how it works to get your prospects to get back with you and how it gets you deals.

NEW LOGO/REBRANDING FOR HSMAI

(Note: In case you missed this, here is the press release announcing the new logo and new mission for HSMAI. Julie Wernick, HSMAInsider.)


HSMAI ANNOUNCES REBRANDING AS REFLECTION OF NEW
MISSION AND FOCUS:
New Logo Illustrates the Association’s Commitment to Sustainable Hotel Revenue Growth

(MAY 10, 2011) – The Hospitality Sales & Marketing Association International (HSMAI), the travel and hospitality industry’s leading professional association, unveils a new logo that encapsulates the organization’s renewed commitment to growing business for hotels and their partners. The logo’s modern design and color palette offer a fresh look and feel that symbolizes HSMAI’s three core pillars: fueling sales, inspiring marketing and optimizing revenue. The new logo, which was developed by the award-winning branding agency Panzano & Partners, will serve as the basis for rebranded materials and resources representing HSMAI’s Americas Region, Chapters, Foundation, University, and Adrian Awards.

Feedback from members, customers, and industry leaders helped shape HSMAI’s new direction. By providing a well-rounded picture of the landscape and challenges faced by the hospitality industry’s sales, marketing and revenue management professionals, HSMAI developed a new mission statement: "To grow business for hotels and their partners by fueling sales, inspiring marketing, and optimizing revenue."

“Our new logo and mission reflect our longtime roots of inspiring growth and innovation in the hospitality and travel industry, as well as our commitment to the future development of the industry,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “Our continuous commitment to innovation and global collaboration will provide industry professionals with the resources to inspire intelligent, sustainable hotel revenue growth through education, high-level industry information and innovative leadership.”

To further the new mission, HSMAI is developing Expert Communities to leverage insights and industry trends. Advisory boards for sales, marketing, and revenue optimization are being created to provide input to the strategic direction to their dedicated discipline. The advisory boards are chaired by these industry leaders: Sales: John Washko, Vice President, Sales & Marketing, The Broadmoor; Marketing: John Moser, Chief Marketing Officer, Denihan Hospitality; Revenue Optimization: Scott Roby, CRME, Vice President, Revenue Management, Evolution Hospitality.

As part of the new vision, HSMAI is restructuring its digital newsletter, HSMAI Insights, to deliver the most relevant and timely insights to members on a weekly basis, with sections specifically focused on fueling sales, inspiring marketing, and optimizing revenue. HSMAI plans to use the newsletter as a vehicle to deliver exclusive, relevant content to members including articles, webinar and roundtable recaps, and conference presentations.

HSMAI also will continue to develop innovative powerful programming such as its Affordable Meetings tradeshows, Adrian Awards, C-level roundtable discussions, revenue management conferences and publications, industry-wide relationship building opportunities, and professional development education and certification through the HSMAI University. These programs, in addition to innovative chapter events and resources, ensure professionals are consistently collaborating to move the travel and hospitality industry forward.

HSMAI’s new mission and logo foreshadow additional changes and enhancements that will be revealed throughout the year, including a re-engineered web site and revamped trade show, all to serve the goal of assisting the world’s leading hospitality and travel professionals in continuing sustainable growth.
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To send info for inclusion in Scoop, the blog of the Southeast Florida Chapter of HSMAI, please email jwfranklin1@gmail.com

Here's the logo (jpeg file):