Statewide Hotel RevPAR

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$66.60

Year to Date Average

Arizona's Revenue Per Available Room (RevPar), has grown twice as fast as the national average for calendar year 2017, according to Smith Travel Research.

Top performing counties include Cochise, Graham and Pima. Statewide Hotel RevPar is an important key performance indicator that gauges the overall strength of the hotel / lodging industry.

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. We are on track to meeting our goal. Year-End Target: $79.52.

Statewide Hotel Occupancy Rates

63%

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 maintain the performance of this metric. Year-End Target: 65.6%.

Research

Lodging Taxes

$32281044

Year to Date Total

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 Q1 and Q2 of the calendar year. AOT's goal is to grow lodging taxes by 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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29.24

Calendar Year to Date Total

Arizona breaks visitation record with more than 9 million visitors in calendar year Q3 (July - Sept. 2017)!

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. Year-End Target: 38.63 million.

Marketing and Advertising Effectiveness

Social Visitor Audience

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534301

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 (410,969), Instagram (97,500) and Twitter (46,200). Our Instagram channel has seen a 34% increase in growth since July.

AOT's social media efforts are used to accommodate the 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. We have already surpassed our goal for this metric. Year-End Target: 500,746.

Website Sessions

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177171

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. Year-End Target: 141,991.

Consumer eNewsletter Audience

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339179

Year to Date Average  

AOT's Consumer eNewsletter is a subscription-based monthly communication promoting Arizona travel experiences. This metric tracks the amount of quarterly subscribers. 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

12%

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

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117848

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 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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654

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

619512164

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

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2898

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 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

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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26

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 per quarter. AOT's goal includes increasing presentations from 12 to 15 per quarter. Year-End Target: 60.

Trade Appointments

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759

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

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