Market Research Presentation by Zak Kasza

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NEW ORLEANS Elise Boutchard Mitch Griffin Zak Kasza

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New Orleans • Unique & Authentic • Rich Culture • One of the top destinations for 2007 – Orbitz and Travel + Leisure

• Number 2 in ‘America the Beautiful’ series in 2007 – The Today Show

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New Orleans • New Orleans Specialties – Festivals: Mardi Gras, Spring Fiesta, New Orleans Jazz and Heritage Festival, French Quarter Festival… – Cuisine: Specializes in Cajun, Creole, Seafood – Cities of the Dead – Voodoo – Music: Strong Jazz influence – Architecture – Steam boating

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Tourism Trends A. Luxury accommodations B. Moderately priced accommodations C. A variety of historical and cultural attractions D. Restaurants that offer superb local cuisine E. Unique shopping opportunities F. Exciting gaming and nightlife venues G. Attractions that the whole family, including children, can enjoy H. Crime under control so that you feel safe I. Streets that are clean and free of trash and debris J. Unique experiences that you cannot get anywhere else

Video Clip

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Tourism Trends • Travelers want new experiences that are authentic and built on strong values – Companies must communicate the unique experience only they can provide – Companies must make an emotional connection with consumers

• Travelers are more independent, traveled, experienced, and savvy than in the past – Companies need to be innovative and use the most modern & effective forms of media

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Tourism Trends • Destinations no longer marketed as a place to stay, but rather a place to experience • Tourists are starting to base their vacation choices based on the best prices and book sooner due to the high cost of gas, plane tickets, hotels, and food are so expensive. – Traveling in groups creates discounts – Spring Break websites for college students

• 85% of consumers trust other consumers over brand web sites and advertising

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Tourism Trends • 2/3 of active travelers = internet is the exclusive source of information for travel • 50% of leisure travelers purchase all or most of travel online • Online adult leisure travelers – 2/3 use online video and audio clips – 4/10 read blogs, share photos and take virtual tours – 1/4 post responses to blogs and participate in social networks

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Tourism Trends • National Travel Spending ($ Billions)

The Power of Travel, 2008

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Tourism Trends • Louisiana Travel Spending ($ Billions)

The Power of Travel, 2008

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Tourism Market 1. 2. 3.

Forbes Traveler America’s 30 Most Visited Cities in 2007

4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.

Las Vegas Los Angeles Orlando New York City Chicago Washington D.C. Atlanta San Diego Houston Dallas Philadelphia Phoenix Anaheim San Francisco Miami

11. Boston 12. San Antonio 13. St. Louis 14. Tampa Bay 15. Minneapolis-St. Paul 16. Philadelphia 17. Phoenix 18. Anaheim 19. San Francisco 20. Miami 21. Boston 22. San Antonio 23. St. Louis 24. Tampa Bay 25. Minneapolis-St. Paul

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Problem • Hurricane Katrina – August 29, 2005 – The largest natural disaster in U.S. history – The most costly hurricane in U.S. history • Estimated $200 billion in damages

– 80% of the city flooded

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Symptoms

• • •

Total employment decrease 105,300 jobs lost $2.9 billion in wages lost

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Symptom – Overall Employment Decrease

Bureau of Labor Statistics, 2007

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Symptom – Tourism Decrease

Tourism & Hospitality in New Orleans – #1 Industry – Largest employer – Critical in helping to rebuild the city Tourism experienced the largest job loss among all sectors – 16% of New Orleans’ citizens were employed in tourism before Hurricane Katrina – Between 1990 & 2004, jobs in tourism grew by 33% – 22,900 jobs lost – $282.7 million in wages lost

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Symptom – Tourism Employment Decrease

Bureau of Labor Statistics, 2007

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Symptom – Tourism Decrease • • • • •

63% - New Orleans on its way to recovery, but not there yet 56% - New Orleans is irreparably damaged and will never be the same 50% believe there is a lack of a police presence due to layoffs related to Hurricane Katrina 50% believe the city’s historic districts, such as the French Quarter, are severely damaged or destroyed 47% - less likely to visit New Orleans now than before Hurricane Katrina

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Symptom – Tourism Decrease

• 40% believe some neighborhoods still have standing flood water • 34% of respondents from Atlanta and 47% of those from Houston - top two markets - believe that the water treatment and distribution system was damaged, leaving the water unsafe to drink • 25% believe the air is contaminated and poses a health risk

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Problem Statement This research is being conducted for the New Orleans Convention and Visitors Bureau. Hurricane Katrina has caused extensive damage to the City of New Orleans. As a result, tourists have been frightened away due to the damage caused by the hurricane. The decrease in tourism has greatly hurt the cityâ&#x20AC;&#x2122;s economy. By refocusing its overall objectives, targeting and marketing strategies, New Orleans hopes to increase tourism to the city.

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Resolution: 2007 Marketing Strategy

• Overall Objectives

– Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers – Increase intent to visit among our target audiences

• Targets – – – –

Adults– age 25-54 Household Income of $40,000+ Frequent domestic travelers 4+ times/year Mature Market, Multicultural Market, Key International Markets

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Resolution: 2007 Marketing Strategy

• Strategies

– Develop and implement an integrated PR/marketing/advertising campaign – Communicate that Louisiana is open for business – Develop a cooperative marketing program to promote Louisiana tourism destinations outside of New Orleans that sustained damage as a result of Katrina/Rita – Encourage locals to support in-state destinations allowing the state to retain revenue that would otherwise be spent elsewhere

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Resolution: 2007 Marketing Strategy

Domestic target markets will include: – In-state • • • • • • • • • • •

Alexandria Lafayette Opelousas Baton Rouge Lake Charles Shreveport Hammond Monroe Thibodaux Houma New Orleans

– Regional/National • • • • • • • • • •

Austin TX Atlanta, GA Beaumont, TX Birmingham, AL Columbus-Tupelo-West Point, MS Dallas-Ft.Worth TX Houston TX Little Rock, AR San Antonio, TX Tyler/Longview, TX

• Target key international markets France, Germany, UK, Canada - to lure visitors who will stay longer and spend more dollars

Resolution: 2007 Marketing Strategy

• Tactics

– Create an Awareness Campaign that communicates that Louisiana is open and there is much to see and do. The campaign will include print, tv and internet media – Utilize Public Relations to expand the message by hosting FAM tours and seeking editorial opportunities – Communicate via the website, louisianatravel.com, using an showing what areas are open. Also offer travel package discounts and incentives, including an Online Marketplace for Louisiana products – Implement an online marketing program including banner ads, email blast and key word opportunities – Target Multicultural, Mature and Golf Markets with special messaging – Market Louisiana’s Key Events/Festivals to lure travelers with special interests to select Louisiana as a travel destination

Resolution: 2007 Marketing Strategy

• Advertising will:

– Communicate the rebirth of New Orleans – Help alleviate travelers’ fears they might have of the city today – Target niche publications that directly influence group and individual decision makers

Resolution: 2007 Marketing Strategy

• Travel Professional & Trade Advertising • Advertising will continue in the trade- and industryspecific publications that have been utilized in the past, but must be upgraded with more saturation, imagery and content, and frequency. These print advertising efforts will include publications such as: – – – –

Travel Agent Travel Weekly Recommend Agent@Home

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Proposed Additional Solution

By focusing a marketing strategy on targeting travelers interested in volunteer services, New Orleans can receive additional assistance in rebuilding the city while simultaneously incurring profit from tourism.

Proposed Additional Solution

• Voluntourism

– 80% are interested in giving back something to the community – 40% of Americans are willing to go on vacations that involve volunteer service – 13% of Americans desire to spend an entire year volunteering – >50% would be willing to devote four days out of a two-week vacation volunteering

• 62% believe it is worth visiting New Orleans just to help rebuild the economy

Proposed Additional Solution

• Voluntourism appeals primarily to students • Motives for Voluntourism – Top Responses

– Learning, exploring, experiencing something new – Interested in making sure experience involves service to others & cultural immersion – Not as interested in escaping daily stress or routine

• Want detailed itineraries • Like to participate in pre-trip learning • Want compartmentalized experience

Citations 2006 - 2007 Marketing Plan. Rep.No. Louisiana Department of Culture, Recreation & Tourism; New Orleans Tourism Marketing Corporation; New Orleans Metropolitan Convention & Visitors Bureau. <http://www.crt.state.la.us/downloads/Appendix_E.pdf>. "Africa Top Destination for Global 'Voluntourism'; UC San Diego survey shows all generations will travel to help others." 10 Apr. 2008. PR Newswire Association LLC. 25 Sept. 2008. Baedeker, Rob. "America's 30 Most Visited Cities." ForbesTraveler.com. 27 July 2007. Forbe.com LLC. 25 Sept. 2008 <http://www.forbestraveler.com/best-lists/most-visited-us-cities-story.html>. Dolfman, Michael L., Solidelle Fortier Wasser, and Bruce Bergman. "The effects of Hurricane Katrina on the New Orleans economy." Bureau of Labor Statistics. June 2007. U.S. Department of Labor. 27 Sept. 2008 <http://www.bls.gov/opub/mlr/2007/06/art1exc.htm>. Graham-Hart, John. (2008) “Wading in to give the world a break Volunteer tourism is moving into the mainstream, John Graham-Hart reports from a small pond in Germany” The Sunday Telegraph, p.5 Jauneaud, Summer. (2008) “The Travel Channels” Communication World, 25 (1), p.28-31 "Katrina 'voluntourists' make labor a vacation." USA Today 19 Feb. 2007: 01.

Citations McGehee, Nancy, and David Clemmons. "Initial Thoughts & Reflections on the Voluntourist Survey." VolunTourism. 26 Sept. 2008 <http://www.voluntourism.org/news-studyandresearch.html>. "New Orleans looks to tourism 2 years on." BREAKING travel news. 14 Aug. 2007. 25 Sept. 2008 <http://www.breakingtravelnews.com>. Plumer, Bradford. (2008). “The End of Aviation” New Republic, 239 (3), p.22-25 Skyauction.com. 2008. SkyAuction.com. 23 Sept. 2008 <http://www.skyauction.com/promotions/apr2007/europe/skynews.html?ref=skynews>. "Travel Powers America." The Power of Travel. Travel Industry Association. 25 Sept. 2008 <http://209.59.134.11/statistics/impact.htm>. "Traveller Attitudes Towarad Hurricane Regions." Packaged Travel Insider. 31 Aug. 2006. 26 Sept. 2008 <http://www.packagedtravelinsider.com/mags/pti/news/article.asp?id=364>.