AOT Impact

Fiscal Year 2018, Third Quarter

Statewide Hotel RevPAR

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$80.35

Year to Date Average

Statewide Hotel Revenue Per Available Room (RevPar) is an important key performance indicator that gauges the strength of hotel rooms booked and visitor spending. This indicator measures the hotel room revenue divided by hotel rooms available. AOT's goal is to increase Statewide Hotel RevPAR by 3% year-over-year. Traditionally, Arizona’s high-season for Hotel RevPAR performance is during Q1 and Q2 of the calendar year. We are on track to meeting our goal. Fiscal Year-End Target: $79.52.

 

Statewide Hotel Occupancy Rates

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66%

Year to Date Average

Statewide Hotel Occupancy Rates measure the ratio of booked hotel rooms to available supply. This measurement is another important key performance indicator used to determine the health of Arizona's hotel industry. As with Hotel RevPAR, Arizona’s Hotel Occupancy performance peaks during Q1 and Q2 of the calendar year. AOT's goal is to increase Statewide Hotel Occupancy Rates by 4% year-over-year. We are on track for meeting this goal. Fiscal Year-End Target: 65.6%.

 

Research

Lodging Taxes

$111875237

Year to Date Total (Most Recent Nine Months Available) 

Lodging Tax is a consumer-based tax on room rentals to “transient occupants” of Arizona resorts, hotels, motels, boarding houses, travel campgrounds and other such facilities. These taxes provide valuable insight into visitor spending trends. Given the two-month lag of tax data collection, and in order to provide a timely measure, this metric amount reflects lodging taxes collected from May 2017 to January 2018. AOT's goal is to grow lodging taxes by 2.5% year-over-year. We are on track for exceeding this goal. Year-End Target: $165,181,278. 

 


Domestic Visitation in Millions

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29.24

Year to Date Total (Calendar)

Final calendar year 2017 visitation data will be announced at the 2018 Arizona Governor's Conference on Tourism.  Domestic (US origin) overnight visitation to Arizona accounts for 87 percent of our state's total visitation. This metric monitors the domestic visitation activity for the previous calendar year (2017), which is essential to measuring Arizona's total tourism volume. AOT's goal is to increase Arizona's annual domestic visitation 2.7% year-over-year. Year-to-date performance is on track. We look forward to presenting the annual visitation data at the Governor's Conference in July. Year-End Target: 38.63 million. 

 

Marketing and Advertising Effectiveness

Social Visitor Audience

Social Icons Social Icons

543,066

Year to Date Average

As a result of increasing AOT's “evergreen” social media strategy, we have seen tremendous growth in our social media presence on Facebook (419,614), Instagram (104,000) and Twitter (47,500). AOT's social media efforts are used to accommodate the growing interest of consumers wanting to share Arizona experiences. Additionally, it is used to expand campaign messages and support year-round promotion. AOT's goal is to increase the social media audience by 2% year-over-year. We have already surpassed our goal for this metric. Year-End Target: 500,746. 

 

Website Sessions

Phone Icon Phone Icon

230,598

Year to Date Average   

VisitArizona.com is the principal tool in our consumer marketing program. Campaign messages direct consumers to this website for more information on the Arizona experience. This metric tracks when users are actively engaged with our consumer website. AOT's goal is to increase website sessions by 2% year-over-year. We have already surpassed our goal for this metric. Year-End Target: 141,991. 

 


Consumer eNewsletter Audience

People Icon People Icon

334,949

Year to Date Average   

AOT's Consumer eNewsletter is a subscription-based monthly communication promoting Arizona travel experiences. This metric tracks the number of quarterly subscribers.  AOT's goal is to maintain the size of the database while ensuring the accuracy and effectiveness of the distribution list. Year-End Target: 320,000.

 

Consumer eNewsletter Open Rate

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12.3%

Year to Date Average

AOT's Consumer eNewsletter is a direct connection to consumers wanting to know more about Arizona's travel offerings. Monitoring open rates of the consumer eNewsletter help determine the engagement and effectiveness of this communications piece. Throughout the fiscal year, AOT has conducted several tests to determine what format and content can provide the highest rate of delivery and user engagement.  AOT's goal is to increase the eNewsletter's open rate by 3% year-over-year. Year-End Target: 15%. 

 


Official State Visitor’s Guide Distribution

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329,396

Year to Date Total 

The Arizona Official State Visitor's Guide (OSVG) is an important visitor resource used to inspire travel to Arizona. This metric monitors the quarterly amount of guides AOT distributes, along with the requests fulfilled from consumer inquiries. AOT's goal is to increase the distribution of OSVGs by 2% year-over-year. Year-End-Target: 335,000. 

 

Media Relations

Earned Media

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1006

Year to Date Total

Generating local, domestic and international positive news coverage (earned media) about experiencing Arizona as a travel destination is vital to AOT's marketing program. This metric tracks the quarterly amount of earned media generated. AOT's goal is to increase the results of our work by 2% year-over-year. Year-End Target: 1,588. 

 


Media Reach

899586329

Year to Date Total

As we increase the amount of positive news coverage, we increase the number of potential visitors reached.  This metric monitors the media reach/circulation of the publications we work with and their ability to reach potential visitors. AOT's goal is to increase media reach by 2% year-over-year. Year-End Target: 2.25 billion. 

 

Communication Effectiveness and Partner Engagement

Tourism Tuesday Audience

Arizona State Icon Arizona State Icon

3034

Year to Date Average

Tourism Tuesday is a subscription-based weekly eNewsletter sent to industry partners and provides insight into AOT's industry research, marketing programs and participation opportunities. This metric tracks the number of quarterly subscribers receiving the eNewsletter. AOT's goal is to grow the database by 1% year-over-year. Year-End Target: 2,796.

 

Tourism Tuesday Open Rate

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29%

Year to Date Average 

Tourism Tuesday is AOT's weekly connection to its industry partners. Monitoring open rates of the eNewsletter will determine the engagement and effectiveness of the communications piece. This measurement reflects a quarterly average of the weekly open rates. AOT's goal is to maintain the eNewsletter's engagement level. Year-End Target: 26%.  

 


Number of Presentations

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40

Year to Date Total

AOT conducts presentations to educate industry constituents and the general public about the economic impact of Arizona's tourism industry and the importance of AOT's marketing role. This measurement represents the number of AOT presentations given per quarter. AOT's goal includes increasing presentations from 12 to 15 per quarter. Year-End Target: 60.

 

Trade Appointments

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3464

Year to Date Total

Engaging with the travel trade representatives is imperative to expanding our team of Arizona experts, and educating those responsible for selling our state as a travel package. This measurement reflects the quarterly total of tradeshow appointments and destination training sessions. This is the first year for this measurement. Year-End Target: 1,080.

 

ITB Booth Group