Tourism Talk: The latest news from the Wyoming Office of Tourism. June 29, 2021

Due to July 5th being the observed holiday for Independence Day, we will be hosting the next Hospitality & Tourism Industry call on Monday, July 12th at 9:30am.

Meeting ID: 949 387 296
+1 253 215 8782 US

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Motorcoach, Welcome Back!

After the motorcoach industry came to a standstill last year, Wyoming is excited to see them back in our state. WOT is handing out a special welcome back gift to the tour guides and bus drivers while their groups are exploring Wyoming welcome centers. We also are asking them to fill out a survey to get a better idea of their routes, days in the state, overnight lodging, attractions visited, and restaurants they are using throughout the state. We will have a full report of that information available to interested partners toward the end of the year.

ABA Marketplace

WOT participated in the 2021 virtual ABA Marketplace, meeting with 29 tour operators. The meetings were an equal mix of tour operators currently in Wyoming and those looking to expand itineraries out west. The common theme was there is still a lot of interest in Wyoming and our national parks, however the majority of operators also discussed new itineraries and an interest in historical places. The few operators that have already had tours in Wyoming this summer expressed their excitement for being back in the state and have been having positive experiences, due in part to how great the Wyoming partners have been to work with.

National Tour Association Travel Exchange (NTA Trex)

WOT will be participating in the NTA Trex, Nov 14-17, 2021 in Cleveland. NTA Trex is a chance to meet the group travel world under one roof, share ideas, and turn handshakes into partnerships. If you are planning to attend, or would like more information, please contact Amy Larsen, amy.larsen@wyo.gov, 307-214-3217.

MORE INFORMATION

Fall Digital Campaign
Partner Co-op

Description: The Wyoming Office of Tourism (WOT) wants to maximize the collective impact of its in-state partnerships. By participating in this co-op program, partners increase the overall brand awareness of their communities while elevating the state as a premier travel destination. Wyoming is providing a 100% match for this fall co-op program to continue support of shoulder season visitation and travel recovery.

Core Audience: Persona-based audiences, including Family Travel, Western Culture, Outdoor Adventure and Road Trip Enthusiast.
Duration: Flights run from mid-July through the end of October
Key metrics (goals/industry standards or benchmarks): Performance benchmark of .10% CTR for Display; 1.0% CTR for Facebook; and 0.10% for Instagram. Deliverables vary by clicks and impression based on package.
Geography: Regional road-trip markets and customized geos based on partner needs
Cost: Packages start at $3,000 per partner. The Wyoming Office of Tourism matches partner contribution 100%.

Recommendation for Partner types:
Platinum - Larger level DMO
Gold - Mid-Level DMOs
Silver - Smaller DMOs
Bronze - New partners and DMOs who are hesitant about returning to pre-covid marketing levels

MORE INFORMATION

TripAdvisor Co-op

Description:The Wyoming Office of Tourism’s TripAdvisor Co-op program will enable partners to significantly increase their overall awareness and consideration for a dedicated audience of travelers. TripAdvisor features more than 11 million listings across 190 countries. Travelers use TripAdvisor at every stage of their trip planning journey.
Core Audience: Users visiting TripAdvisor for travel research and those looking for ideas on the next destination
Duration: Flights can run any time from July through the end of October
Key metrics (goals/industry standards or benchmarks):Performance benchmark of 0.06% click-thru rate for TripAdvisor. Impressions range from 227,000 to 454,000 per package based on pricing.
Geography: Regional road-trip markets and customized geos based on partner needs
Cost: Packages start at $4,250 per partner. The Wyoming Office of Tourism matches partner contribution 100%.
Recommendation for Partner types:
Gold - Larger level DMO
Silver - Mid-Level DMOs
Bronze - Smaller DMOs

MORE INFORMATION

Media & Press Summary: MAY 2021
Please note the ‘Top Media Placements’ and ‘Earned Media’ include coverage that is a direct result of the Wyoming Office of Tourism’s efforts, while “Wyoming in the News” is coverage that cannot be directly tracked back to the PR program.

MAY 2021

*This includes domestic media coverage only

Reach: 141,105,144
Editorial Value: $1,692,378.66
Placements: 167

Fiscal Year-to-Date

Reach: 3,808,397,594
Editorial Value: $75,519,577.94

Top Media Placements
In May, Wyoming was prominently featured in Parents’ third annual travel award, naming Grand Teton National Park the “best for spying on animals” noting “wherever you go in Grand Teton, animals are close by.”

Yellowstone National Park won the award “best for science in action,” thanks to its “erupting geysers, bubbling mud pots, hot springs, and steam vents galore.”

To kick off summer travel and the second summer of the WY Responsibly campaign on June 1, WOT distributed a national press release encouraging mindful travel throughout the state, inspiring travelers to plan for safe and enjoyable vacations this summer and beyond.

In May WOT hosted two media, the first a freelance journalist Cassandra Brooklyn from Rock Springs through Pinedale, Afton and Jackson along the Salt to Stone route with articles planned for The Daily Beast, National Geographic and Matador Network. The second, freelance journalist Laura Beausire, who contributes to Mountain Living, Hemispheres, and Reader’s Digest, explored Devils Tower Country and Sheridan via Torrington and Gillette. Coverage from both Cassandra and Laura is expected in the coming months, highlighting their experiences during their trips.

Full MAY Media Report

Women Who Travel Podcast

Conde Nast Traveler podcast - Women Who Travel, published its latest episode last week featuring our very own director, Diane Shober!

The 35-minute episode, titled "Planning an Outdoor Adventure This Summer? Start Here," focuses on mindful travel, especially throughout National Parks. Diane was joined by Outdoor Magazine & Conde Nast Traveler contributor, Emily Pennington, to discuss how travelers can expand their trip outside National Parks, how to respect Wyoming's wild places, and how to support local communities. Travel Wyoming secured 100% ad space for this episode, along with 100% ad space for the next 3 episodes of the podcast.

More about Women Who Travel Podcast

The Women Who Travel podcast celebrates all the reasons why we refuse to stay home via empowering conversations. CNT editors Lale Arikoglu and Meredith Carey unpack the realities of traveling as a woman today – high-fiving about all the trends shaking things up in food, hospitality, adventure and travel journalism.

Named “Top Travel Podcast” by TripAdvisor & Expedia
60,000 monthly downloads
+40% YoY audience growth
100,000 strong complementary Facebook Group

You can listen to the full episode on Apple Podcast and Spotify.

Claudia Wade
Since its founding in 1896, Cody and Park County have been home to legends welcoming tourists as they make their way to Yellowstone National Park. While Buffalo Bill Cody may be the original legend and visionary, for the past 34 years Claudia Wade has secured her spot as a legend in tourism, leading the Park County Travel Council. Through her years of hard-work and dedication, Park County has grown as a destination, not just a pass through to Yellowstone. Outside of Park County, she has been a leader in the industry, serving on the Wyoming Travel Industry Coalition board; and in 2006, was the recipient of the Governor’s Big WYO Award for her outstanding job promoting and improving the tourism industry for the State of Wyoming. In 2020, she was honored as a Women of Influence in Wyoming as one of the nominations in the Hospitality, Travel, and Tourism category. Outside of the accomplishments already noted, in the past 34 years, Claudia has become a leader, confidant, expert, mentor, and friend to many in the industry across the State of Wyoming.

On June 30, 2021 Claudia will officially retire as the Executive Director of the Park County Travel Council. We cannot express our thanks and gratitude enough for all she has done for the tourism industry throughout Wyoming and the impact she has made. Best wishes on your next adventure Claudia!

Amy Larsen
Industry Relations Manager
Phone: (307) 777-6706

Email Amy

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