1

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

2

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

3

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

4

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

5

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