California’s appeal to visitors never seems to diminish in spite of a slumping economy, aggressive competitors who try to chip away at its major travel market segments or any variety of other factors that can influence travel decisions.
The Golden State, with its beauty and geographic diversity yet more importantly its reputation for abundance, opportunity and the good life, has what other destinations envy. It’s what marketers label as a strong brand.
For planners, that kind of appeal can translate to a successful meeting because the destination itself is a powerful draw.
“We have so much to offer, but people are most interested in the California lifestyle that Californians live every day,” says Caroline Beteta, president and CEO of the California Travel and Tourism Commission (CTTC). “Yes, they are interested in Hollywood celebrities, but more than that they are interested in people—the scientists, the surfers, the inventors, the winemakers—who make California so vital and interesting.”
The commission’s research shows that the concept of a “California attitude” is as relevant as ever to potential travelers. There’s an “aspirational quality, where consumers wanted to experience the California lifestyle—or at least see it for themselves,” a recent CTTC report stated.
Beteta says the state’s lifestyle and abundance are concepts that the CTTC has embraced in its marketing campaigns.
“It’s an idea that there are endless opportunities in California for many things, such as activities, food, wine, recreation,” she says. “There’s abundance, and people want to experience it.”
The CTTC’s $50 million in annual marketing dollars have been used in TV and other advertising highlighting that attitude and lifestyle.
The campaign may be doing its job. This year looks to be an improvement over the last two recession years, with visitor arrivals expected to rise, according to Beteta.
“We’re projecting growth, perhaps 2 percent to 3 percent over last year, and an increase of 6.4 percent in travel and tourism expenditures in-state, to $82 billion,” she says.
Across the state, there’s optimism that the meetings market is coming back strong, and infrastructure will be ready, Beteta says.
“We’re always getting new properties, and there have been a lot of renovations and revitalizations of destinations,” she says.
In San Francisco, hotel room revenue is up 20 percent this year over 2010, and occupancy has reached 80 percent, says Joe D’Alessandro, president and CEO of the San Francisco Travel Association.
“Meeting planners are telling us they are seeing a very strong last-minute pickup in registration, and for certain conventions there has been record-breaking attendance,” he says.
In San Mateo County just south of San Francisco, 2011 is looking “phenomenal,” says Anne LeClair, president and CEO of the San Mateo County/Silicon Valley CVB.
“We’re growing by leaps and bounds and expecting to be 8.8 percent ahead of last year in terms of hotel occupancy,” she says.
LA Inc., Los Angeles’ CVB, is seeing an improvement in meetings business this year, according to Michael Krause, senior vice president of sales and client services.
“I’d describe us as very fortunate. We’re often the last to feel a collapse and the first to return,” he says. “We’re in a good position for people who are price-conscious because of the diversity of our five regions.”
In the state’s desert resort communities, hotel occupancies are up over 2010, says Scott White, president and CEO of the Palm Springs Desert Resort Communities Convention and Visitors Authority.
“Groups are looking to book further out, which is a real positive sign, and that shows that they’ve been given the green light to plan meetings.” he says. “Right now, we’re optimistic for 2012. For 2011, overall occupancy is up almost 8 percent, and hotel rates are up almost 5 percent.”
San Diego is also pleased with 2011 and is looking forward to a stronger 2012, according to Margie Sitton, senior vice president of sales for the San Diego CVB.
“We’re coming off a strong summer and have great momentum for 2012,” she says. “Unless something really dramatic happens, it looks very good.”
One indication is a jump in planner interest by to visit San Diego for site inspections.
“We did more than 886 site inspections in the fiscal year that ended June 30,” she says. “That’s 200 more than the year before. Our site inspection team is going gangbusters.”
Once again, the ever-alluring Golden State beckons.
