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MONTHLY REPORT NOVEMBER 2017
www.visitthewoodlands.com | 281-363-2447
Visitor Services
Market Street
Guest Services
The Woodlands Mall Guest
Services
NOVEMBER 2017 3,230 guests 4,927 guests
2017 YTD 26,617 guests 49,546 guests
YTD Unique
Texas Visits
5,979 guests from 299
Texas zip codes
14,895 guests from 537
Texas zip codes
YTD Unique
State Visits
582 guests from 40 other
US States, districts and
territories
891 guests from 51 other
US States, districts and
territories
YTD Unique
Country Visits
369 guests from 42
countries
869 guests from 72 countries
YTD
Undetermined Visits
19,687 guests did not
share their zip code
32,891 guests did not share
their zip code
8,157
523
47
visitors
tracked
visitor bags
distributed
relocation
packets
distributed
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Hotel Occupancy Tax Overview
2017 Hotel Occupancy Tax Report
2017 Budget Actual 2017
JAN $ 488,731 $ 443,786
FEB $ 620,729 $ 673,504
MAR $ 694,153 $ 847,172
APR $ 733,914 $ 795,667
MAY $ 753,561 $ 774,946
JUN $ 843,596 $ 762,479
JUL $ 699,253 $ 715,396
AUG $ 618,691 $ 625,963
SEP $ 647,250 $ 698,035
OCT $ 669,984 $ 800,509
NOV $ 791,161 $ 872,491
DEC $ 639,003 $
TOTAL $ 8,200,026 $
YTD $ 6,769,862 $ 8,200,026
Source: The Woodlands Township
HOT Comparisons – 3 Year Data
2015 2016 2017 % change
JAN $ 484,069 $ 459,264 $ 443,786 3.4% down
FEB $ 583,239 $ 620,075 $673,504 8.6% up
MAR $ 659,993 $ 692,966 $847,172 22.3% up
APR $ 752,339 $ 700,284 $795,667 13.6% up
MAY $ 672,775 $ 739,255 $774,946 4.8% up
JUN $ 773,715 $ 830,188 $762,479 8.2% down
JUL $ 678,610 $ 678,009 $715,396
5.5% up
AUG $ 661,943 $ 576,869 $625,963
8.5% up
SEP $ 610,148 $ 634,423 $698,035
10% up
OCT $ 648,380 $ 633,081 $800,509
26.4% up
NOV $ 695,700 $ 747,181 $872,491
16.8% up
DEC $ 595,635 $ 559,137 $
TOTAL $ 7,816,546 $ 7,870,732 $
YTD $ 5,876,832 $5,931,334 $ 8,200,026 9.6% up
Comparable to 2016
Source: Smith Travel Research Report
Occupancy (%)
16-Nov
17-Nov
ADR (in $)
16-Nov
17-Nov
RevPAR (in $)
16-Nov
17-Nov
Up 18.9% in occupancy Up 5.3% in ADR Up 25.2% in RevPAR
% in Revenue% in RevPAR
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2017: November Monthly Report
Marketing Department Ashley White, Amber George
Top Projects Advertising Agency Transition & 2018 Planning: Visit The Woodlands worked as liaison between The
Atkins Group and Adcetera to transfer digital assets between agencies, including a website transition. In
addition, strategy meetings were conducted in preparation for 2018 media buying and marketing
initiatives.
Website SEO Audit: In an effort to improve website visitor experience and increase conversions, Visit
The Woodlands is moving forward with an SEO audit of the website. The audit will consist of a discovery
phase to define KPIs, documentation of functionality enhancements, assessment of digital marketing
tools and a competitor audit.
Public Relations Placements:
o Texas Meetings + Events: 5 Ways a DMO Can Make Your Life Easier http://tx.meetingsmags.com/5-ways-dmo-can-help-your-next-meeting
o A Thirfty Diva: A Road Trip to The Woodlands http://athriftydiva.com/woodlands-texas-road-trip-travel/
o The Courier: The Woodlands Cultural & Heritage Festival Celebrates Diversity http://www.yourconroenews.com/neighborhood/woodlands/news/article/The-Woodlands-Cultural-Heritage-Festival-12333955.php
Pitches: o Houston Area Bloggers: The Woodland’s Children’s Festival o Texas Travel Media: Lighting of the Doves
Media Assistance: o Michelle Cantu, A Thrifty Diva: site visit November 17-19, 2017
Partner Outreach: o Marketing Committee Meeting o WJPA Marketing Meeting o Attended Market Street in Lights o Attended Lighting of the Doves
Digital Marketing Website
o Published Content: Blog Top Things to Do in The Woodlands for New Year’s
o Reporting 31,253 Page Views 19,137 Users 1.45 Pages/Session
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o Conversions Visitor Guides Downloaded - 29
Email Marketing o Consumer eNewsletter: November o Meetings eNewsletter: November
Social Media o +197% Facebook Impressions o +8.5% Facebook Engagement o +151 Fans Across Platforms
Video o The Woodlands in a Minute, November: http://tinyurl.com/TWNovember
Advertising Leisure
o Texas Highways, TexasHighways.com o Texas Events Calendar Magazine o TripAdvisor.com o Southern Living o Texas Journeys o HTML Banners, Digital Banners
Meetings o Texas Meetings + Events o Association Leadership o Smart Meetings o Meeting Professionals International (MPI) o TripInfo.com
Reporting o Visitor Guide Requests – 628
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2017: October Monthly Report
Convention Development Alie Broussard, Josie Lewis
Meeting Connections The Woodlands Waterway Marriott – 2018 Tradeshow Overview
Hyatt Place – Meet & Greet with Director of Sales
Core Mechanical – Meet & Greet with Staff
The Cynthia Woods Mitchell Pavilion – Team Lunch
Houston Area – Seasonal Sales Blitz
Connect The Dots, Inc. – Meet & Green with Team
Convention Services and Development 617 Welcome Bags Provided
5 Groups Serviced
Copa Rayados Internacional Soccer Tournament took place
Copa Rayados Internacional Soccer Tournament discount program, personalized itinerary & landing page
created
6
Upcoming Events December 21-22: The Woodlands Children’s Museum Drop & Shop Workshop
December 21, 28: Throwback Thursday, Centric Cinema
Through December 24: Photos with Santa at Market Street
December 31: The Woodlands Children’s Museum High Noon Countdown
December 31: New Year’s Eve at the Bistro
December 31: Great Gatsby’s New Year’s Eve Party
December 31: NYE Bash at Baker’s Street Pub & Grill
December 31: Live Music at Hyatt Centric
December 31: New Year’s Eve Dining Experience at Broken Barrel
December 31: New Year’s Eve Dinner at E’terie
December 31: NYE Party at Bar Louie
January 6, 13, 20, 27, 2018: The Woodlands Farmer’s Market
Through January 15: The Woodlands Ice Rink
January 18: Taste of the Town
January 20: Arbor Day in The Woodlands