AOT Impact

Fiscal Year 2018, First Quarter

Statewide Hotel RevPAR

Hotel Icon Hotel Icon

$61.23

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 Q2 and Q3 of the calendar year. Yet, we are on track to meeting our goal.

Year-End Target: $79.52

Statewide Hotel Occupancy Rates

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62%

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 Q2 and Q3 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.

Year-End Target: 65.5%

Research

Lodging Taxes

$10301420

YEAR TO DATE TOTAL THROUGH JULY

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. This metric reflects Arizona’s Hotel RevPAR and Occupancy indicators with performance peaks in Q2 and Q3 of the calendar year. AOT's goal is to grow lodging taxes from 2% to 2.5% year-over-year. We are on track for meeting this goal. 

Year-End Target: $165,181,278


Domestic Visitation in Millions

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9.82

YEAR TO DATE TOTAL

Domestic (US origin) 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. First quarter performance is on track.

Year-End Target: 38.63 million 

Marketing and Advertising Effectiveness

Social Visitor Audience

Social Icons Social Icons

524,448

YEAR TO DATE AVERAGE

AOT increased its social media presence on Facebook, Instagram and Twitter to accommodate growing interest from 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. As a result of increasing our “evergreen” social media activity, we have already surpassed our goal for this metric. We are reevaluating this performance measurement to reach an even higher goal.

Year-End Target: 500,746

Website Sessions

Phone Icon Phone Icon

126,729

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 average monthly website sessions by 2%.

Year-End Target: 141,991 average session per month


Consumer eNewsletter Audience

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335,073

YEAR TO DATE AVERAGE

AOT's Consumer eNewsletter is a subscription-based monthly communication promoting Arizona travel experiences. This metric tracks the amount of subscribers year to date. The current distribution list stands at 300,000. AOT's goal is to maintain the size of the database while ensuring the accuracy and effectiveness of the distribution list.

Year-End Target: 377,137

Consumer eNewsletter Open Rate

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13%

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 will determine the engagement and effectiveness of this communications piece. 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

Brochure Icon Brochure Icon

70,696

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 amount of guides AOT distributes, along with the requests fulfilled from consumer inquires. 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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384

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 amount of earned media generated year to date. AOT's goal is to increase the results of our work by 2% year-over-year.

Year-End Target: 1,588


Media Reach

372879489

YEAR TO DATE TOTAL

As we increase the amount of positive news coverage, we increase the amount 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

2804

YEAR TO DATE TOTAL

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 amount 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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12

YEAR TO DATE TOTAL

AOT conducts presentations to educate industry constituents and 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 year to date. AOT's goal includes increasing presentations from 12 to 15 per quarter.

Year-End Target: 60

Trade Appointments

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324

YEAR TO DATE TOTAL

Engaging with the travel trade 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