DuPage Convention & Visitors Bureau Executive Director Beth Marchetti reported today in her Message from the Director that optimism is rising across the travel industry as Coronavirus (COVID-19) vaccines are more widely administered.
According to Destination Analysts, Americans’ openness to travel inspiration on a scale of 0-10 measures at 6.0, with excitement levels about travel in 2021 at 6.1. Those in a travel readiness state-of-mind are at 58.6%. The percent of American travelers who believe COVID-19 vaccines are safe is a solid 68% with 61% reporting they will be getting vaccinated. 56% of American travelers are more optimistic about being able to safely travel in the next six months due to vaccine availability.
With the pandemic equalizing the playing field, all Chicago-area destinations are starting from the same recovery point. Now is the time for DuPage’s industry to stay strong and reinforce efforts in the marketplace. In 2019, DuPage’s four million hotel room nights equated to $2.86 billion in revenues, with those hotel guests spending money in substantial ways: $800 million on eating and drinking; $744 million on transportation; $458 million on retail; and $372 million on entertainment. It is undeniable how important visitors are to the health of your business. In fact, hotel guests accounted for a whopping 35% of expenditures in eating/drinking establishments, and 26% of general merchandise and apparel expenditures.
DCVB has directed efforts toward areas that prioritize the health of our businesses and the return of guests to our hotels. Our $15,000 meeting incentives program, in a six-week reporting period in November and December, yielded over 1,000 future room nights and an estimated economic impact of $1.69 million. Our marketing programs result in trackable conversion rates, with a seven-week $25,000 Expedia program yielding 8,370 room nights, over $700,000 in gross hotel revenue and 3.7 million impressions. DCVB has kept DuPage top of mind, with features running in AAA, CVENT, Chicago Style Weddings, and digital social media ads. Efforts continue to promote DuPage as an ideal destination for road trips and future small meetings, weddings and events. Major programs such as Dining at a Distance and #CelebrateLocal remain ongoing.
There are challenges ahead—recovery is going to require investment, continued unification of DuPage’s voice and brand, and collective strategies among leadership. Each DuPage organization plays an important role—and its own individualized pillar—as we move forward. I call upon our partners to remain engaged with DCVB, your local chamber, Choose DuPage, local and state elected officials, and the various county leadership organizations which help define DuPage’s appeal to a local and broader audience. DCVB will continue to collaborate and work in alignment, as efforts intensify to address business needs and economic priorities.
Finally, on behalf of our more than 350 member businesses, thank you to our municipal partners for your renewed commitment to DCVB and greater industry—our collective work is essential for their survival and bottom line. What we all do together today will determine the opportunities of tomorrow.