Photo Credit: Paseo Nuevo Shops & Restaurants
Survey Says: Visit Santa Barbara Launches Visitor Profile Study
Visit Santa Barbara will launch a significant visitor research program this September aimed at providing an updated, comprehensive understanding of our visitor makeup, the region’s image and brand perceptions. VSB’s research partner, Destination Analysts, will manage and facilitate an in-person intercept survey of visitors, conducted at various locations throughout Santa Barbara, Goleta, Summerland and Montecito. In addition, participating hotels will be distributing a printed survey to guests. This study will provide our industry with critical information about our visitors, as well as other data that will help us better position the Santa Barbara South Coast as a premier destination for leisure, meetings, group and event-related travel. VSB will receive quarterly findings, along with a comprehensive final report in September of 2017.
VSB Represents Down Under at Visit California’s Australian Sales Mission
Director of Travel Trade Jen Trupiano recently accompanied a delegation of 26 trade professionals including Visit California staff, California DMOs, hoteliers and attractions on Visit California’s bi-annual mission to Melbourne, Brisbane and Sydney. To raise awareness of the Santa Barbara South Coast in Australia, California’s third largest international market, one-on-one meetings were held with 25 marketing and product staff from key tour operators and wholesalers.
In addition, destination trainings were conducted for 370 total travel professionals in attendance.
Santa Barbara Tees Off in Toronto and Calls on Chicago
Director of National Accounts Cat Puccino in conjunction with destination partners, Bacara Resort & Spa, Belmond El Encanto, Canary Hotel, The Fess Parker: a Doubletree by Hilton Resort and Relevé Unlimited, exhibited at the IncentiveWorks tradeshow in Toronto, targeting the Canadian meeting market. VSB and partners also co-sponsored a beverage stand at the Society of Incentive Travel Executives (SITE) golf tournament and hosted a Sip and Spa Client Reception. Over 1,100 planners registered for the tradeshow and golf tournament and VSB destination representatives met with 91 buyers.
Concluding the trip, VSB and destination partners headed to Chicago for a two-day sales mission. To target this important feeder market, they hosted two client luncheons and conducted multiple sales calls. They met with 24 clients and 14 unique companies to identify both new and repeat business.
Summer Lodging Performance Shines
The July 2016 STR Report reflected a positive performance for the Santa Barbara South Coast in Occupancy (OCC), Average Daily Rate (ADR) and Revenue per available room (RevPAR) with only one other city out of the competitive set running higher. In a year-over-year comparison, occupancy was slightly up, growing 1% to 89.6% OCC in July 2016. Lodging partners also saw a 6.7% increase in ADR, from $290.06 in July 2015 to $309.48 in July 2016. RevPAR showed the most significant increase rising 7.8% to $277.35 in July 2016.