(Originally published in TOURISM)
Derek Coke-Kerr is managing director of Travel Alberta. Always accessible and candid in his analysis, here is what he sees happening in “Wild Rose Country” when it comes to the significance of domestic travel to his province: “I think we are seeing significant increases in our visitation particularly from Ontario and Quebec (where we have beefed-up our marketing) and also from Saskatchewan and BC.”
“This is strictly at an anecdotal level,” Coke-Kerr stresses. “We don’t have any numbers to support these observations at this time. Our industry seems pretty happy… really happy. The hotels are full; the campgrounds are full. The attendance at Edmonton’s Capital EX was a record this year; the Stampede was close to a record. In general, we are feeling pretty good about the year, but what percentage of that is domestic and what percentage of it is offshore? We really don’t have those numbers in such a way that I could confidently expand upon this.”
Coke-Kerr recognizes that one of the factors which might have influenced the current outcome is the fact Travel Alberta has increased its marketing weight across the country. “We had an increase in budget this year and we are able to increase our promotion and marketing in Ontario, Quebec, BC and Saskatchewan. We have also increased our marketing this year into Manitoba, where we are doing some research; and we anticipate doing more marketing in Manitoba in the future.
“Let’s not forget 'the Alberta factor', which always plays a crucial role in the industry’s performance, thereby warranting substantial marketing investment. Albertans are our most loyal market. We have seen growth in buy-in to our Travel Alberta Holiday Card. This is a program where 111,000 Albertans obtain a holiday card and receive emails from us twice a month with significant promotions… really good deals and bargains from operators around the province. We have an opening rate on this newsletter of just over 70%, which is huge. It is a very positive program indeed.”
Derek Coke-Kerr is managing director of Travel Alberta. Always accessible and candid in his analysis, here is what he sees happening in “Wild Rose Country” when it comes to the significance of domestic travel to his province: “I think we are seeing significant increases in our visitation particularly from Ontario and Quebec (where we have beefed-up our marketing) and also from Saskatchewan and BC.”
“This is strictly at an anecdotal level,” Coke-Kerr stresses. “We don’t have any numbers to support these observations at this time. Our industry seems pretty happy… really happy. The hotels are full; the campgrounds are full. The attendance at Edmonton’s Capital EX was a record this year; the Stampede was close to a record. In general, we are feeling pretty good about the year, but what percentage of that is domestic and what percentage of it is offshore? We really don’t have those numbers in such a way that I could confidently expand upon this.”
Coke-Kerr recognizes that one of the factors which might have influenced the current outcome is the fact Travel Alberta has increased its marketing weight across the country. “We had an increase in budget this year and we are able to increase our promotion and marketing in Ontario, Quebec, BC and Saskatchewan. We have also increased our marketing this year into Manitoba, where we are doing some research; and we anticipate doing more marketing in Manitoba in the future.
“Let’s not forget 'the Alberta factor', which always plays a crucial role in the industry’s performance, thereby warranting substantial marketing investment. Albertans are our most loyal market. We have seen growth in buy-in to our Travel Alberta Holiday Card. This is a program where 111,000 Albertans obtain a holiday card and receive emails from us twice a month with significant promotions… really good deals and bargains from operators around the province. We have an opening rate on this newsletter of just over 70%, which is huge. It is a very positive program indeed.”
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