2015 Visit Estes Park Tourism Summit General Session May 13, 2015

Board of Directors

• Bill Almond, Chair

• Jon Nicholas, Vice Chair

• Scott Webermeier, Treasurer

• Karen Ericson

• Adam Shake

• Lindsay Lamson

Visit Estes Park Board

Carly Holbrook & Kirstin Graber

Colorado Tourism Office

Colorado Tourism

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Increase Visitor Spending Generate Higher Tax Revenues Maximize Marketing ROI

Goals:

CTO Structure

Board of Directors

Advertising, Marketing &

Public Relations

International Promotions Travel Resources Heritage &

Agritourism

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Domestic Advertising

• Combination of:

– TV, print, out-of-home, digital

• National coverage:

– TV, print, digital

• Spot Markets:

– Out-of-home, spot TV

• Summer 2015 spot markets:

– Chicago, Milwaukee, Indianapolis, St. Louis, Dallas, Houston

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Public Relations

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PR and Social Media HotSheet

• The CTO PR and social media teams distribute a monthly HotSheet that includes info on: – Upcoming press release and social media content opportunities. – Journalist leads and information on new and noteworthy media outlets. – Recent PR coverage and social media highlights. – Social media tips.

Contact Patricia.Kaowthumrong@milespartnership.com to be added

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Social Media

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• Photos • Real-time news • Giveaways • Instagram Takeover • Facebook Co-op

News/Photos/Questions Contact: Dave Fluegge dave.fluegge@state.co.us Kirstin Graber Kirstin.graber@state.co.us

Travel Resources

Colorado.com • Over 7 million site visits in 2014 • Free listings for tourism-related businesses and events.

Industry.colorado.com

Official State Vacation Guide • Circ: 650,000

Alive Magazine • Inspires trip planning • Circ: 100,000

E Newsletters

10 State Welcome Centers

Visitors • Stay 2.4 Days longer • Spend $374 more in-state • 1 in 3 obtained information for a future trip • Track Visitor Data/Trends

for marketing efforts Contact Kelly.Barbello@state.co.us

CTO’s Key International Markets - by Country

Get Involved

CTO Play by Play eNewsletter

• Get monthly updates on CTO happenings

• Email Patricia.Kaowthumrong@milespartnership.com to be added

Visit Industry.colorado.com

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Thank You!

Kirstin Graber Colorado Tourism Office

Kirstin.Graber@State.Co.US

Carly Holbrook Colorado Tourism Office

Carly.Holbrook@State.Co.US

Consumer Trends in Travel Scott Coe Cultivator Advertising & Design

RELEVANT MACRO TRENDS with TODAY’S CONSUMER

Consumer Trends

A return of American values and nostalgia for the past: Seeking quality togetherness. A desire for the well-made: Investing in things that matter. The shrinking surplus of time: Maximizing the moment. The digital paradox: Addiction vs. Disconnection. Brand alignment: Consumers today want to do business with brands that share their values and beliefs. The coveted Millennial now has a decent paycheck. The democratization of choice brought on by online travel technology has created a more entrepreneurial attitude about travel decision making.

TRAVEL CATEGORY TRENDS

Multi-generation travel is at an all-time high. --AARP

Eight out of 10 respondents in a recent survey said vacations make them happier than marriages, religion, birthdays, and even cats. -- Expedia

LifeListing: Boomers are passing down the desire for once-in-a-lifetime moments to the next generation. -- Peter Greenberg Insider’s Travel

2016: Travel expenditures will crest one trillion for the first time. US travelers make up 87% of that spending. -- USTA

Planned spending: In 2015, only 42% of money is budgeted and allocated in advance, with the remaining 58% decided upon and spent “in-trip.” -- USTA

Travel Industry Trends

TRAVEL CATEGORY TRENDS

Guarantees and digital tools like Price Alerts are giving travelers the confidence to once again plan ahead. -- GetaRoom.com

Consumers today are on a quest for experiences over things, and they actively seek acknowledgement of a choice well made. -- Happy Money

Smaller destinations are realizing the same allure as boutique products. People are seeking the local and unique across category. -- Skift: Rise of the Boutique

Localization: Seeing a destination through the eyes of the locals. -- The Travel Channel Top Trends

Travel Industry Trends

TRAVEL CATEGORY TRENDS

Socialized technology has largely replaced the traditional role of the concierge and empowered the customer with more authentic, relevant advice in real time. Experiences over amenities. -- CNN Travel

Content is king: But the visual reigns. Instagram is overtaking bloggers as the social media travel influencer of choice. -- Skift

Curated Content: Guidance and advice over lists. Inspiration instead of facts. -- TripAdvisor

Social networking, video and photo sites are the leading online source of travel inspiration, beating Search Engines by 22%. -- Google

Peer -to-peer networks are reinforcing the self-guided search for the authentic: AirBnB, HomeAway, CouchSurfer, EatWith, BookaLocal, etc. -- The Boutique Traveler.

Family and Friends equal the Internet as the primary sources of inspiration for travel. -- Google

Travel Industry Trends

Consumer Trends

COMMUNICATIONS LIFECYCLE

Thank You!

Scott Coe Partner

Cultivator Advertising & Design

Media Trends Greg Williams, Backbone Media May 13, 2015

BREAKTHROUGH

INTEGRATED APPROACH

DESTINATION

PAID

PRINT

DIGITAL VIDEO

CONTENT

EARNED

PR

INFLUENCERS

OWNED

WEBSITE

SOCIAL

EMAIL

MEDIA MIX

Source: Google Travel Study, June 2014, Ipsos MediaCT

Digital Media Mix

Banner Ads/Direct-to-Pub

Programmatic/Audience Buying

Content/Video

Remarketing Paid Search

SEO

Email Campaign

DIGITAL MEDIA MIX

PROGRAMMATIC BUYING

CONTENT MARKETING

CONTENT MARKETING

CONTENT MARKETING

SOCIAL MEDIA

Thank You!

Greg Williams Partner/Media Director, Backbone Media

greg.williams@backbonemedia.net 970-963-4873 x110

2015 Travel Trends & PR Best Practices Deborah Park & Ashley Taufen May 13, 2015

Presentation Overview

• Turner PR Year-in-Review • 2015 Travel Trends

• Key Learnings • Experiential Travel • The New, Older Solo Travel • Family & Multi-Generational • The Year of the Millennial • National Parks • Wellness

Presentation Overview

2015 Travel Trends: Key Learnings • Low fuel costs and renewed confidence in the economy mean that

people will travel more; and the cheaper fuel will facilitate more – and longer – road trips

• Experiential travel continues to drive travelers’ choices

• Technology is creating a qualitative shift in travel decisions

2015 Travel Trends

“As technology evolves and networks grow in widening circles, there’s also a qualitative shift happening where it’s no longer just about trekking to Buddhist monasteries in Bhutan or sipping Malbec in Mendoza. It’s about how we experience those places viscerally, and how they change us when a monk or winemaker provides a new way to understand our world.” - “The Rise of Experiential Travel,” Skift & Peak Destination Management Company

2015 Travel Trends: Experiential Travel • DIY Vacations: TripAdvisor reports that 20% more people are

researching destinations in advance and asking locals for advice

• Sharing Economy: Peer-to-peer rentals and experiences are increasing in popularity rapidly, a nod to the desire to experience a destination like a local

• “Braggies,” a selfie for the traveler

2015 Travel Trends

“My editors are looking for properties and destinations that have a connection to where they are. Using local products, feeling like part of a neighborhood or destination and not just a tourist…” -Kristin Conard, Freelance for Conde Nast Traveler, BBC Travel, Travel + Leisure, etc.

2015 Travel Trends: The New, Older Solo Traveler

2015 Travel Trends

• 37% of Boomers have vacationed or explored solo travel

• 81% of those people plan on taking another solo trip in the next year

• More than two-thirds (68%) of solo Boomers stay domestic

“We’ve been talking more about solo travel trips (every time we post something about solo travel, it does really well!)” -Kaeli Conforti, Budget Travel

2015 Travel Trends: Family & Multi-Generational

2015 Travel Trends

The multi-generational travel trend isn’t going anywhere; and the experiential focus applies to them, too. • Total Immersion – Families are looking for more than a visit to a landmark

and a basic hotel stay

• Bespoke Trips – Curated trip itineraries that cater to a family’s specific interests are more accessible thanks to independent tour companies.

• Travel Pioneers – Families want to feel like they were the first to visit the destination in the exact way they did

• Spiritual Vacations – Families are seeking educational and enriching activities that focus on cultural traditions

• Aspirational Trips – Baby Boomers are taking their dream vacations, and they are taking the kids…and the grandkids.

Ensure messages are easy to follow, timely and relevant; and be innovative in the creation of appealing experiences with memorable moments that will be quickly shared.

2015 Travel Trends: The Year of the Millennial

2015 Travel Trends

2015 Travel Trends: National Parks

2015 Travel Trends

2015 Travel Trends: Wellness

2015 Travel Trends

“We are seeing lots of our readers doing destination races. They’re traveling to fun cities and destinations with friends to run a race, and then sightseeing and having a great time while they’re there. It’s a great way for them to mix travel, fitness and fun.” - Pam O’Brien, former Executive Editor of Fitness

“Fitness travel – where weight loss, clean eating, wellness and strength are all rolled into one. Reboot vacations.” - Amiee White Beazley, Freelance Writer for Washington Post, DuJour, Departures, etc.

“Wellness is huge now, and I’m seeing more wellness retreats – yoga, etc. It was only a few years ago that these were ‘reserved’ or perceived to be for the naturalists, or tree-hugging crowd; but it’s certainly growing in popularity.” - Damon Banks, Freelance Writer for Modern Luxury, Bespoke Magazine, etc.

Resources

2015 Travel Trends

• The New Destination Visitor: Travel Motivations in the Post-Recession Era

• The Rise of Experiential Travel, Peak + Skift

• AARP Travel Research: 2015 Boomer Travel Plans

• Top 10 Family Travel Trends, PeterGreenberg.com

• Meet the Millennials, PGAV Destinations

• National Parks’ Centennial Campaign Expected to Boost Outdoor Recreation, Skift.com

• www.FindYourPark.com

Thank You!

Deborah Park & Ashley Taufen estespark@turnerpr.com

303-333-1402