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

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.

“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

“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.

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

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.

January 19, 2011 HSMAI-South Florida Meeting Recap

“Table of Eight” – Our occasional column with comments about Chapter events.

What a nice turn out for the Chapter’s luncheon meeting at the Renaissance Resort in Fort Lauderdale for a presentation on Tourism by Alfredo Gonzalez, Vice President of Tourism and International Business, and Fernando Harb, Director of Sales, with the Greater Fort Lauderdale Convention & Visitors Bureau. This program has become an almost annual event for the Chapter. It’s always educational and enjoyable and looked forward to eagerly by the hospitality community. We were not disappointed.

More on the presentation later…

Do mark your calendars for these upcoming dates:
On January 27th, at 10 am, there will be a GFLCVB hosted industry preview of the Vatican Splendors exhibit at the Fort Lauderdale Museum of Art. On February 8th, at 11:30 am, as part of International’s HSMAI Leadership Meetings, there will be a luncheon at the PGA Resort in Palm Beach. South Florida is the host chapter. Transportation will be provided from a central location (to be announced).The program is by Vail Brown with Smith Travel Research.
On February 16th, from 5-7 pm will be the Chapter’s first “Networker” (business after hours meeting) of the year at the Grateful Palate Restaurant on SE 17th Street, Fort Lauderdale. Cost is only $10. Check the Chapter’s website (hsmaisouthflorida.org) for registration information for all these events and more details.

In self-introductions, we learned that Ellen Serra is now serving as Director of Sales & Marketing, for the Holiday Inn Express-Convention Center (on SE 17th Street), in addition to the Comfort Suites-Airport & Cruiseport; Lori Jacoby, formerly with Florida Trend Magazine, and now with Ambit will soon be taking on a new job (details to come); Haydee Casanova is now working for Worldwide Limousine (lucky Julio!); The Riverside Hotel is celebrating its 75th year of operation – a legend in Fort Lauderdale. Robin Melvin announced that the Hard Rock Hotel is celebrating 40 years of Rock ‘n Roll and will be doing a number of related promotions. The Atlantic Resort (home of one of my faves, Trina) was voted one of the top 50 resorts in the U.S. Sorry if I missed your info, was jotting notes as fast as I could!

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. (BTW, the presentation will be posted on the Chapter’s website in the near future.)

Alfredo provided a recap on international tourism. He noted the effects of the recession in 2009 and the global recovery in 2010. Other parts of the world recovered stronger than the US (except for Ireland and Greece). We were shown U.S. arrivals in 2010 and forecasts through 2015 where arrivals will be double that of the great years of 2007/2008. Importantly, international tourists stay longer and spend more money than others. A number of the top international news stories were reviewed v.v. their impacts on international tourism.

Fernando provided a recap on domestic tourism. He noted the tough years of 2008/2009 with the biggest drop in these types of arrivals. Broward County was still relatively strong but average hotel rates were quite low. He reviewed the top domestic stories affecting travel. In 2010, however, there was a positive increase in domestic arrivals in every single month of the year. Overall, the average, statewide, was a 5% increase for 2010; and average room rates began to climb slowly. It was noted that drive traffic into Florida went up, even though overall visitor numbers to Florida declined. More families “hit the road”. The positive effects of the arrival of mega ships in Port Everglades, saw the cruise market sparking increased pre/post stays. In fact, 38% of the increases in hotel bookings were due to the (new) cruise lines.

Two new buzz words describing upcoming trends are: “engagementcations” – which is where engagement parties are taken on the road. Three of the top ten destinations for these trips are in South Florida (West Palm, Fort Lauderdale, and Miami); and “bleisure” travel – bringing one’s spouse along with you on a business trip. Again, South Florida is one of the top destinations.

Alfredo reviewed aviation developments. He noted that FLL airport is one of the fastest growing airports, both domestically and internationally. The busiest air corridor is the NY to FLL one, based on numbers of flights. Canadian travel here is up 30%. There are many new domestic flights as well as new international flights. He cited a number of the new connections and new carriers. Low fare carriers, combined, make up over 50% of the air traffic at FLL. The new Terminal 4 and South Runway project (currently under design) will mean a large increase in gates and service by around 2014.

Thank you, Alfredo and Fernando, for your time and expertise and for providing a wealth of useful information!

Best, Julie Wernick, HSMAInsider

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.com.

Around Town – January 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:

Congratulations to Albert Tucker and Bruce Appel who were recognized on Dec 16 by Broward County for their 10 and 15 years, respectively, of service at the Greater Fort Lauderdale Convention and Visitors Bureau.

Congrats to Cindy Malin and Ben Antipuna. ME Productions has named Cindy Malin Head of Business Development and Benjamin-Michael Antipuna Director of Creative Services. Cindy will champion ME Productions as South Florida’s premier event production and destination management company that offers clients “everything under the sun”, even an in-house floral department. Ben will provide ME Production with an introduction to the “rarest talent event entertainment has to offer.”

Congrats to Christine Duffy who was named the new head of the Cruise Lines Industry Association (CLIA). Christine is currently the CEO of Maritz Travel. Her new role at CLIA is effective February 1st. Christine replaces Terry Dale, who stepped down as CLIA’s top executive after seven years at the helm, and is the new president of the U.S. Tour Operators Association. (CLIA’s headquarters are on SE 17th Street in Fort Lauderdale.)

Congrats to Linda Hamburger of On Call PR who has joined with the team of PTT of Florida, providers of temporary labor for live event productions, to enhance and expand the company's marketing communications and outreach. Projects to date have included a new look for the web site, much stronger use of new media (including but not limited to LinkedIn; Facebook; Wordpress, etc.),new brochures, and more.

FAU is offering a number of Executive Continuing Education courses that may be of interest to our members. These include a Certificate in Marketing Management (24 hrs, 2.4 CEUs; 8 Wednesdays; Jan. 26 - March 23, 2011; Time: 7:00 pm - 10:00 pm); a Certificate in Sales Management (30 Hours, 3.0 CEUs;10 Saturdays; Jan. 22 - April 9, 2011;9:00 am - 12:00 pm); a Meeting & Events Management course (35 Hours, 3.5 CEUs;7 Saturdays; Jan. 22 - March 19, 2011;Time: 9:00 a.m. - 3:00 p.m.). Each course is being offered on the Boca Raton Campus, has no prerequisites, and costs $799 which includes instruction materials and parking.

For info: http://www.fauexecutiveprograms.com/ApplicationFiles/web/WebFrame.cfm?web_id=133 For other questions, please contact Sarah Gaffney, Florida Atlantic University,
Executive Continuing Education at 561-297-2366 or email: sgaffne3@fau.edu

The Port of Miami cruise season opened with a record 346,513 cruise passengers transiting its facilities in October, up 29 percent from the year-ago month, the port reported.

Hollywood commissioners gave their blessing last month for Margaritaville, a 17-story resort hotel that promises to change the face of the beach. The Jimmy Buffett-themed resort won’t break ground for another year.

Southwest Florida:

The Naples Beach Hotel & Golf Club in Southwest Florida is offering a new golf package. The deal starts at just $124 per night for single occupancy, or from $149 per night for double occupancy. In addition to accommodations in a newly renovated room, this package includes complimentary greens fees, golf cart fees, complimentary tennis, complimentary parking, and access to the resort's spa/fitness center.

Marco Island Lakeside is one of only 80 locations in Florida to be named by the Superior Small Lodging organization to receive its prestigious Donald A. Dermody White Glove Award for housekeeping excellence for 2010. "This is the third year in a row that we have been given this prestigious award after the thorough inspection," said General Manager Marcia Mandel.

The Hilton Naples is now active with its oft-updated “Naples Best blog” and with its Facebook page, which has featured numerous impromptu contests to win free nights at the hotel.

The Inn on Fifth has announced an array of enticing packages for the coming year, including the “Experience Naples” and “Romance on Fifth” packages.

The five star, five diamond Ritz-Carlton, Naples beach resort celebrated its 25th birthday on December 3, 2010.

AirTran Airways started new Saturday nonstop service between Fort Myers and Rochester, N.Y. on Nov. 20, 2010. The flights between Southwest Florida International Airport (RSW) and Greater Rochester International Airport (ROC) depart Fort Myers at 10:23 a.m. and arrive at 11:15 a.m.

Statewide:

VISIT FLORIDA has been asked by the Florida Historic Capitol Museum in Tallahassee to put together an exhibit on Florida attraction souvenirs entitled “Remembering Paradise: Souvenirs of Historic Florida Attractions.” The exhibit will run from April through September 2011. The temporary exhibit will focus on souvenirs from historic and important tourist attractions and how they help enhance the impact of tourism in Florida

VISIT FLORIDA is looking for your help! They need your old Florida souvenirs for the exhibit, in particular those that are fun, unique, odd, unusual, bizarre and even rare for our exhibition. Smaller items are preferred; however there is limited space for a few larger items such as T-Shirts, posters, etc.

Here is how you can help:
Step 1: Dig through that old trunk (or office storage file) and dust off your treasure from your favorite Florida attraction.
Step 2: Take a photo of the souvenir and send it to museum@VISITFLORIDA.org along with a brief description of your souvenir
Step 3: Souvenirs will be selected for the exhibit by the end of January 2011.
Step 4: VISIT FLORIDA will contact you with information on how to ship your Florida attraction souvenir to the exhibit.
Step 5: Tell everyone about the exhibit; encourage them to send in any of their old souvenirs.

Your souvenirs will be handled with the greatest of care and will be cataloged and returned at the end of the exhibit in September 2011. David Dodd, Vice President of Visitor Services, will be coordinating the exhibit and any questions you may have on the Florida attraction souvenir exhibit. He can be reached by phone at 850.205.3817.

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To submit items for future editions, send to jwfranklin1@gmail.comBest, Julie Wernick, HSMAInsider

“Hospitality Marketing Medley” – December 2010

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

--According to a recent study, 25% of all Americans who travel (within the US and overseas) do so alone. The travel industry has been slow in recognizing this fact and has continued to base most rates on double occupancy. Some forward thinking companies are now changing to a flat rate (e.g., the hotel room rate is the same for a single or double).

--Most hoteliers understand that loyal guests are important because it costs three to five times as much to attract new guests than to retain existing ones, and because previous guests strongly influence others by “word of mouth”. Companies that have more satisfied guests experience higher guest loyalty, and companies with higher guest loyalty, perform better financially.

--A recent study by Cornell University showed that there are four key performance indicators that particularly affected guests’ evaluations: reservation was accurate, check-in was completed within five minutes, no problems were experienced during the stay, and no billing errors occurred. Guests who experienced all four of these performance indicators were most likely to grant the hotel a top satisfaction rating.

--Another survey stated that the most important amenity for hotel guests today is wireless internet access. (Note: there’s even been a growing backlash against paying for guest-room Wi-Fi at upscale hotels. A number of full-service hotels are starting to offer their VIP guests free WI-Fi or their regular guests a menu of rates for their daily internet access - accessing your email at one price point, and letting you do things like watch movies at another cost.)

-- Hoteliers have lost revenue in recent years from in-room telephone charges and in-room movies. A Chicago Tribune article talked about ways that local hoteliers are trying to substitute for these previous revenue sources. They mentioned spa services, live music venues, adding Sunday brunches, etc. What creative ways have South Florida hoteliers used to supplement income? Are you up selling guests to higher priced options?

--There’s so much info out there about social media, that I don’t usually include anything in these summaries. One item caught my eye -- Hotels that have Facebook pages and Twitter accounts need to publicize this fact within the hotel. Have signs at the check-in desk. Put the symbols on every printed collateral piece in-house (and on marketing materials too; Don’t think I have to say: put the links on your website, but you never know.)

----A new trend in lodging is the small, specialized and unique “boutique” lodging concept. Now, even the big hotel companies are jumping on the band wagon to have a boutique brand concept as part of their property mix. And we’ll be seeing more of this in the future as more chains want to compete.

Around Town – December 2010

(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 Cindy Malin who was named as Head of Business Development at ME Productions. She will be promoting ME Productions as South Florida's premier event production and destination management company. Cindy previously held positions of
Communications Manager and Marketing Consultant for the Seminole Tribe of Florida; Communications Manager at the Greater Fort Lauderdale Convention & Visitors Bureau; and assisted SportsMark in providing destination management services to the U.S. Olympics' "Dream Team" and Americans attending the games.

The Miami Beach Convention Center was ranked first on the South Florida Business Journal's list of largest convention and meeting sites, as published Oct. 8th. The Miami Beach Convention Center was first on the list based on its 627,000 square feet of total meeting space. Also in the top 5 are: Greater Fort Lauderdale/Broward County Convention Center; Westin Diplomat Resort & Spa, Hollywood; Miami-Dade County Fair Expo Center; The Doubletree Hotel; and the Miami Airport Convention Center. The complete list included 25 convention and meeting sites with contact information.

The Greater Miami Convention and Visitors Bureau said 10,000 attendees were at the Jewelers International Showcase, which took place at the Miami Beach Convention Center, Oct. 8-11. The event had an estimated $595,700 economic impact.

BizBash reported that the University of Miami celebrated the grand opening of the Robert and Judi Prokop Newman Alumni Center in Coral Gables. The 72,000-square-foot building, which houses the university's alumni relations department, can be booked for private events by alumni and non-alums alike. There are six spaces suited for meetings, cocktail parties, dinners, and other special events for groups of 35 to 500.

NCL’s Norwegian Sun, which was based in Miami was moved (in October) to Port Canaveral. NCL had based its biggest ship, the Epic, in Miami this past summer. In fact, the arrival of the Epic helped the Port of Miami breaks its own record for cruise traffic in a fiscal year. The port processed 4,145,053 passengers in the year ended Sept. 30, up from 4,110,100 for the prior year – an increase of 34,953. The July-September quarter was up 10 percent, which coincided with the arrival of the Epic.

After six years at Sawgrass Mills Mall in Sunrise, Wannado City announced it would be closing in the near future.

According to officials at the Fort Lauderdale International Airport: FLL will have 7.7 percent more seating capacity during the first quarter of the 2011. FLL will then be the fastest-growing airport in Florida, and the fourth-fastest-growing airport in the U.S. for capacity. Capacity will begin ramping up in the fall to correspond with the high travel season. There will be an additional 6,200 roundtrip seats a day in January, 2011.

In other FLL airport news/statistics: The airport handled 10.3 percent more passengers in September than it did during the same month last year. FLL grew total passengers to 1.44 million from 1.31 million last year.

From January through September, the airport handled 5.1 percent more passengers than during the same time last year. The rise in September marks 13 straight months of passenger growth, which started in September 2009 after 14 straight months of losses that began in July 2008. Overall, the number of international passengers has grown at a faster percentage rate than domestic passengers this year.

October marked the second month in a row that FLL Airport had double-digit percentage passenger growth. The airport added 164,000 passengers in October, growing 10.7 percent over October 2009, according to airport data. That was the largest percentage gain so far this year, exceeding September’s growth.

In other airline news, American Eagle added two daily non-stops from MIA to Cleveland in November and Delta announced it would begin MIA – Jacksonville service in March 2011.

According to STR (formerly Smith Travel Research): Occupancy and rates grew at local hotels in September, compared to the prior year period. Miami Dade: 59.3 % (up from 52.9); Broward 53.6% (up from 49.5%); Palm Beach 46.4% (up from 44.3%). Occupancy across the U.S. grew to 59.9 %.
Occupancy and rates grew October: Occupancy in Broward County grew to 66.5 % from 60.6 percent in the prior-year period. Occupancy in Miami-Dade grew to 68.2 % from 62.3 %. In Palm Beach County, it grew to 55.1 % from 50.7 %.

Southwest Florida:

According to the Naples, Marco Island, Everglades CVB, lingering misperceptions about the Gulf Coast oil spill continued to cause some risk aversion impacts to visitation to Collier County, according to the September visitation report from Research Data Services. Visitation for September 2010 was down 1.0 percent from September 2009. On the positive side, the economic impact from visitors for the month increased by 1.2 percent to $37,743,323.

Congrats to the Naples Beach Hotel & Golf Club who received a prestigious honor as it was presented with "The Green to Gold Award" by the Economic Development Council (EDC) of Collier County, Florida, for "best exemplifying green leadership." The award was presented to the Southwest Florida resort during the EDC's "27th Annual Excellence in Industry Awards."

Three Paradise Coast resorts appeared in the Conde Nast Traveler 2010 Readers Choice Top 100 List for Mainland U.S. Large Resorts. The Ritz-Carlton, Naples beach resort is number 14; The Ritz-Carlton Golf Resort, Naples is number 18; and the Marco Island Marriott Beach Resort, Golf Club & Spa is number 70 on the list. The designation is reached by surveying readers of Conde Nast Traveler.

The Hawthorn Suites of Naples was honored as the Hotel of the Year for 2010 by the Wyndham Hotel Group. The boutique all suites hotel was honored with the award during a dinner at the Wyndham Hotel Group's global conference in Las Vegas.

The Southwest Florida International Airport (RSW) was recently recognized by Airline and Airport News & Analysis with a U.S. Annie Prize 2010 for the "Fastest Growing Airport in the 5 to 10 Million Passenger" category.

The Naples Botanical Garden opened its new cultivated gardens of Asia and Florida and a new water garden on Nov. 13. This marked the final stage of the major redevelopment of Naples Botanical Garden as a new area attraction.

Naples Bay Resort, a Four Diamond property on Florida's Paradise Coast, has announced a special winter spa package ideal for couples looking to refresh, renew and relax. Named Blissful Intervention, included is pampering at Naples Bay Resort's Spa, lounging at the resort's pool complex in a private cabana, lunch poolside, and guest accommodations.
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To submit items for future editions, send to jwfranklin1@gmail.comBest, Julie Wernick, HSMAInsider

Florida Department of Law Enforcement: Florida Hotel Security Initiative

(…and just in time for the holidays…Best, Julie Wernick,HSMAInsider)

The Florida Department of Law Enforcement (FDLE) and the Department of Homeland Security (DHS) are joining together to conduct a Hotel Industry Security Forum on December 2, 2010 in Orlando, Florida. Federal, State, county and local law enforcement will provide our lodging partners in Florida the opportunity to receive information briefings on lodging security threat dynamics and protective measures. It will also provide a great opportunity for the hotel industry in Florida to develop partnerships with government agencies.

If you have properties in Orlando or the State, please share this information with your Loss Prevention Directors and Security Leaders.

Please follow this link for additional details, the official invitation and instructions on how to register: http://www.fdle.state.fl.us/Content/BusinesSAFE/Menu/About-BusinesSafe.aspx

For more information contact the Florida Department of Law Enforcement, Office of Domestic Security, P.O. Box 1489 - Tallahassee, FL 32302.

Around Town: The Village at Gulfstream Park

The holiday season is being kicked off with a “Symphony in Lights” free show at The Village at Gulfstream Park in Hallandale. The show runs from November 20 through December 31st nightly at 6, 7, 8, and 9 pm.

More than 250,000 LED lights strung on trees, buildings, light posts, etc., strobe twinkle, and sparkle. The show is computer programmed and the dancing light effects are choreographed to music. It’s a fun spectacle for kids and adults, alike, and the start of a new holiday tradition.
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The South Florida Hospitality Alliance Industry Holiday Party will be held at The Walking Ring at Gulfstream Park on Tuesday, December 14th from 6 to 9 pm. The event is sponsored by The Village at Gulfstream Park and Gulfstream Racing & Casino. Participating organizations collaborating are: ISES, HSMAI-South Florida, the South Florida Chapter MPI, Site/Florida, and the Association of Wedding Professionals.

Make your reservations now. And, while at the Holiday Party, you can also check out the “Symphony in Lights” show.

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Best wishes for an enjoyable Thanksgiving!
Julie Wernick, HSMAInsider

August 18, 2010 HSMAI-South Florida Meeting Recap

“Table of Eight” – Our occasional column with comments about Chapter events.

What a nice turn out today for the Chapter’s meeting at the Hollywood Beach Marriott Resort. Will Seccombe, VISIT FLORIDA Chief Marketing Officer, discussed the state's marketing plans, the Gulf oil spill's impact on Florida tourism, and VISIT FLORIDA efforts to combat the resulting negative publicity.(FYI, Will noted that he is a long time member of HSMAI and congratulated our Chapter for being such an active one.)

Saw Hal Herman (Worth/Recommend), long time tourism guru, who I hadn’t seen since last year’s Governor’s Conference; a number of current and past members of the HSMAI-South FL Board; Sandy Mukitarian from the Palm Beach CVB; Judy Erickson with the Hollywood Office of Tourism. All parts of South Florida were in attendance! It’s always great, as well, to see (and meet) a number of “new” people in attendance. Congrats to Susan Dennen on her new position with the Holiday Inn in Juno Beach; and to Brian Hogge, now celebrating his 7th month in the tourism/hospitality industry. Wonderful to hear that tourism pioneer, Jerry Faber (Jungle Queen) will be honored at the Hospitality Awards Gala as Hospitality Legend of the Year come October 20th. Wish I could list everyone I spoke with…

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

The Oil Spill – Why should you care? We became even more aware of the fragility of our product. Our state’s growth stalled. The confidence of the consumer in booking a Florida vacation went down. (Amazingly, 6% of those out there thought there was oil in Jacksonville!) So, if consumers are going to be concerned, how do we address this? How do we reach them? 90% of Americans were getting their news about the oil spill on TV. A handout of a chronological calendar of the VISIT FLORIDA “Deepwater Horizon Crisis Response” outlined the large number of activities that were put into effect since the beginning of May.

There were 5 key response elements by VISIT FLORIDA to the Spill: 1. Info Platform; 2.Advertising Campaign (open for biz) 3.PR/Earned Media 4. Industry Outreach and 5.Crisis Assessment & Planning.

They began “Florida Live” on May 11th. They wanted to be open and operate it in real time. They used live web cams around the state, Google maps, and posting of real time photos by Floridians. Over 2000 photos were shared by Florida residents. They initiated the “Share A Little Sunshine” campaign – where photos could be posted on Facebook, and then streamed into the Florida Live sites. Later on they added Video, Blogs, and more photos.

In Paid Advertising they set up tags for partners, they created 900 impressions in the marketplace. In Earned Media, they promoted Memorial Day. They set up a Fishing Co/op with e-blasts, fishingcapital.com, as well as adding this info on Florida Live TV starting August 1st. Will noted that visitflorida.com is the most visited destination website in the U.S. There was a 46% increase in visitors to the site comparing June of this year to last year.

What’s ahead? Moving forward, the state is still surveying Americans every 3 weeks to test the markets --.to see if their advertising has been invested wisely/if it’s working. Unfortunately, there is still misinformation out there (“10% of Americans may pause when considering Florida for a vacation.”) On the positive side, the 2011/12 marketing plan has been approved. In the “Social” area, there will be more blogging, twittering, and Facebook activities. Two more “insiders” have been added this year. Partners can now link their websites to VISIT FLORIDA’s site. In the near future, a mobile version of Visitflorida.com is being launched. They are now allowing anyone in the tourism industry to be on their website for free (not just partners). They are encouraging everyone to sign up at visitflorida.org. They will continue to offer real content on a regular basis in a relevant manner. They have increased coop marketing opportunities. And they are encouraging everyone to increase the reach of the “Share A Little Sunshine” program.
(If you haven’t done so already, please pull this video and post it on your Facebook and your company’s website and ask others to do so as well. Send “postcards” to out of state friends and invite them to Florida. You can get the link at:
Sharealittlesunshine.com)

Next month, the HSMAI-South Florida Chapter is hosting their Meeting Planners Panel program. This year, it will be a breakfast meeting on September 15th. Information and registration will be posted on the Chapter’s website at www.hsmaisouthflorida.org
Best, Julie Wernick, HSMAInsider

PS Just a reminder to send in your news/updates for the “Around Town” Column for the chapter blog to jwfranklin1@gmail.com.

Around The (Travel) Websites: What Consumers Are Reading …

(A collection of items from various sources... Editor’s Note JWF)

Orbitz is offering a summer hotel sale where travelers who book a hotel get two coupons worth up to $300 for future travel.

Expedia has opened a website for gay travel featuring “welcoming” hotels. In partnership with the Gay & Lesbian Travel Association, it features 10 domestic destinations (including South Florida) and 5 international ones.

Expedia research shows that 16 percent of people worldwide book online on a Monday (the most popular day). Sunday is the “quietest” day for bookings.

Priceline reports a 52.5% gross travel bookings increase for the first quarter of this year, 2010.

Priceline has a new “Big Deal Guarantee” offering a $25 “bounty” to hotel customers who find a lower price (than what they paid) for their reservations through Priceline.

TripAdvisor launched TripAdvisor for Business, a new “B2B” marketing division.
They have also started a new free iphone app to access reviews which can be sorted by rating, distance, and price and can also send reviews from the road.

TripAdvisor was started in 2000. Now, ten years later, they have launched Trip Friends where people can get advice (through Facebook) from friends who have previously visited a destination.

Fort Lauderdale Hotels, featured recently on TripAdvisor, include:
The Lago Mar (“Way more than I expected”);
Embassy Suites (“Best part of the trip”);
W Hotel (“Best W Hotel stay ever – pleasantly surprised”).

Fodor’s article on “Best US Road trips – 4 Great Drives” featured US Route 1. In their best sights along the route, they included the Florida Everglades and the Overseas Highway to the Keys.

Best, Julie Wernick, HSMAInsider. (July/August, 2010)
Reminder to send news to: jwfranklin1@gmail.com

“Around Town” Column – June 2010

Editor’s Note: Here’s a collection of newsworthy items happening recently “Around Town” from our industry members and South Florida community. JWF

Southeast Florida:

Jay H. Guttveg has been awarded the prestigious South Florida Meeting Professionals International (SFMPI) 2009-2010 "Supplier of the Year" Award.
In MPI, he has held various committee and VP positions, most recently as VP of Leadership Development (2009/10). This year he will serve as VP of Administration (2010/2011). In addition, Jay is currently serving on our HSMAI-South Florida Board as our “official” photographer and on our Communications Committee. Congrats, Jay!

Wayne Gales, DOS for Embassy Suites Deerfield Beach and a member of the GFLCVB’s Marketing Advisory Committee, is also an author. His new novel “Doorstop on A Houseboat in Key West” has received great reader feedback. He will have his first book signing at the Doubletree Grand Key Resort in Key West on Wednesday, July 21. If you’re in the neighborhood, drop by. For more info and a sample chapter, visit his website at: http://www.keywestdoorstop.com/

The GFLCVB is promoting: “VACATION LIKE A V.I.P. IN GREATER FORT LAUDERDALE THIS SUMMER”. They are highlighting major savings, innovative packages, and indulgent extras. Consumers are directed to visit www.sunny.org/VIP for their "Vacation like a V.I.P." card and dozens of "two for one" offers from luxury spas and championship golf to Scuba diving, kayaking, and cultural events, to museums, unique attractions, etc. If they
book a value-packed hotel vacation package with JetBlue Getaways (it started 6/16) June 16 at www.jetblue.com/vacations, they will receive a free, customized "Beach Chic" vacation starter kit complete with beach towel, flip-flops, beach ball; a "Vacation Like a V.I.P" card; a $25 travel credit per booking for future travel, plus exclusive free room upgrades and much more at participating hotels. The GFL’s Lauderdale Luxe Collection of properties group include The Atlantic Hotel; Harbor Beach Marriott Resort & Spa; Hilton Fort Lauderdale Beach Resort; Hilton Fort Lauderdale Marina; Hyatt Regency Bonaventure Conference Center & Spa; Hyatt Regency Pier Sixty-Six Resort & Spa; Lago Mar Resort & Club; The Pillars at New River Sound; The Ritz-Carlton, Fort Lauderdale; Seminole Hard Rock Hotel & Casino; W Fort Lauderdale; The Westin Beach Resort, Fort Lauderdale; and The Westin Diplomat Resort & Spa.

The Holiday Park Hotel & Suites in Deerfield Beach is facing foreclosure according to an article in South Florida Business Journal.

The Fairmont at Turnberry Isle will be the site of Taste of the Nation-Miami on Thursday, July 29, 2010 at 7 pm.

In February, Myles Chefetz, owner of restaurant Prime One Twelve opened the 14-room Prime Hotel adjacent to his eatery in Miami Beach's South of Fifth neighborhood. The first floor of the hotel is a lounge extension of the restaurant's dining room. Each guest room has views of the ocean or South Beach, a private balcony, an iPod dock, high-speed wireless Internet, and a 46-inch flat-screen TV. There are also fold-out desks that can accommodate six for a meeting or private dining experience.

The Daddy O Hotel opened in March, just blocks from the Bal Harbour Shops. The 46-room property has been renovated since its days as the Bay Harbour Inn & Suites hotel and now boasts Wi-Fi, bamboo floors, and Skype phones in each room.

VISIT FLORIDA is planning for the 30th Annual Florida Encounter to be held at the Fontainebleau on Miami Beach, November 14 – 17th. Florida Encounter is the premier appointment-based tradeshow showcasing all the Sunshine State has to offer meeting and incentive professional. Florida suppliers, have you reserved your booth already? Space is filling up fast. Go to FloridaEncounter.com to reserve yours. Also, there are available sponsorship opportunities and an overview on their website.

Southwest Florida:

The Paradise Coast (Naples, Marco Island, Everglades CVB) is promoting “Find Your Summer Paradise”. This promotion offers visitors dozens of ways to save during a trip including resort credits, low nightly rates, free golf, fabulous packages and more. On top of listing great deals, discover the Summer Fun Guide and the Days of Summer events calendar, along with the VIP - Value in Paradise card is offering thousands in savings at shops, restaurants, tours and attractions.

Dolphin Transportation Specialists of Naples has unveiled a new trolley voyage, The Historic Naples Trolley Tour, which takes passengers from Baron's cattle drives and Flagler's raw conquest of the Everglades to Glen Sample's dogged creation of Port Royal, the area's first enclave of the rich and famous.

Marco Beach Ocean Resort announced the completion of the resort's renovation project of the guest suites, corridors, fitness center and lobby. Each of the resort's 98 suites received a full makeover, including new décor, new suite and patio furniture, i-Pod docking station, flat-screen LCD televisions and wireless internet technology. Additionally, new state-of-the-art exercise equipment has been installed in the Resort's Fitness Center. The resort has also been named to the Florida Green Lodging Program by the Florida Department of Environmental Protection (DEP).

The Naples Beach Hotel & Golf Club recently completed its all-new $5 million beachfront pool complex. The new pool area features two new whirlpools, a new pool bar with food service, new restrooms, new locker facilities and a new pool shop. The pool renovation is on the heels of the multi-million dollar renovation and remodeling of the hotel's guest rooms and suites in January. The club is offering two incentive offers to groups for meetings or programs booked and held by Dec. 31, 2010. The "Check In Meeting Offer" enables groups to receive up to $5,000 toward their program at the club. Additionally, the "Meeting Stimulus Package" includes no attrition for qualified meetings, free daily meeting room rental, a complimentary afternoon break, one complimentary guest room for every 25 paid, free entrance for attendees to the fitness center (with use of the exercise room, whirlpool, sauna and steam room), free wireless Internet access in all guestrooms, 25 percent off audio/visual services and 25 percent off golf greens fees.
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To submit items for future editions, send to jwfranklin1@gmail.com
Best, Julie Wernick, HSMAInsider