Treasure Collection

treasure-collection

Aloft Tampa Downtown | The Barrymore Hotel Tampa Riverwalk | Epicurean Hotel | Floridan Palace Hotel | Hampton Inn & Suites Tampa/Ybor City/Downtown | JW Marriott Water Street | Hilton Garden Inn Tampa Ybor Historic District | Hotel Haya | Hyatt Place/ Hyatt House Tampa Downtown | Le Meridien Tampa | Hotel Tampa Riverwalk | Tampa EDITION | Tampa Marriott Water Street

Initial Planning Parameters and Policy

  • Objective
    Increase room nights and booking revenue for the 10 Treasure Collection hotels by converting active travel intenders
  • KPI
    Booking nights, Revenue, Return on ad spend (ROAS)
  • Timing
    October 2021 – September 2022
  • TMSBD Brand Platform
    Florida’s Most Hotel Hotspots
  • CTA
    To Florida’s Most Hotel Hotspots
  • Planning Budget: $500k
    $425k – Digital display
    $50k – Reserve for special opportunity
    $25k – Creative development
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Strategy – Digital Display

  • Extend reach across high potential markets efficiently by focusing on travel intenders at decision time of the booking journey through top OTA and travel data partners
  • Optimize campaign towards driving hotel bookings for the Treasure Collection hotels by targeting travel intenders and searchers to Tampa, competitive destinations, Florida and previous Hillsborough County visitors
  • Geo-targeting focused to East of the Mississippi + Texas to capture travelers in our key feeder markets
  • Partners selected based on premium inventory and historically high ADR
Projected Revenue
  • Total media investment: $425k
  • Total projected revenue: $1M+
    • Projected revenue is based off a 2.5:1 return on ad spend (ROAS) goal
    • Campaign to be optimized on an ongoing basis based on return on ad spend (ROAS) performance
    • Previous TMSBD campaigns generated return on ad spend (ROAS) of 4:1 to 12:1
OTA (Online Travel Agency)       Travel Data Partner
Convention Concession Funding Booking Policy

Funding usage for Convention Sales concessions

Tourism Marketing District Funding can be applied towards booking meetings and conventions based on the following criteria :

  • Outside of 18 months leads should have a minimum peak night of 1,200 rooms
  • Within 18 months of arrival a peak night of 800 rooms will apply
  • Leads should affect a minimum of 4 contributing TMSBD hotels

Exceptions to the above qualifying criteria will be considered with approval by TMSBD steering committee

  • Booked short term
  • Lead fills an identified need date or an existing hole between group
  • Lead falls over holiday, or chronically challenging dates

Additional considerations

  • Funds should only be applied to secure new business
  • Visit Tampa Bay must source the lead
  • Leads should be otherwise cost prohibitive
  • Tourism Marketing Special Benefit District participating hotels shall have first priority on any TMSBD funded leads