Expect more from Orlando

Travel agents and tour operators in 2004 can expect to hear more often from the Orlando/Orange County Convention & Visitors Bureau, says Nancy Hahn Bono, vice president, travel industry marketing.

She told TravelMole: “About three years ago, we fine-tuned our strategy to do less trade shows and product launches, and do more on upgrading our web site and increasing our on-line communications on a regular basis.”

Communication updates that used to be sent out seasonally will be sent monthly next year, she said.

“We don‚t want to bombard them with information, but we want to keep them informed,” said Ms Bono.

Upgrading the group’s website will also be ongoing next year.

“We did a study asking tour operators and travel agents what they considered their top resources for booking. More than 80% responded that the website was their primary resource for researching information for clients,” she said.

She said the survey of 1400 responding travel professionals found a strong demand for electronic newsletters.

„Most than half rated that among their most helpful tools. You can see how thats becoming more important when you compare that finding to several years ago, when that number would have been much lower,” said Ms. Bono.

Despite that emphasis, she said, print publications remain important to the bureau.

A printed, comprehensive reference manual is sent out annually to 23,000 recipients throughout the US.

Said Ms Bono: „It includes anything you want to know: a listing of hotels, accommodations, transportation companies, airlines, dinner theatres. It‚s geared specifically for tour operators and travel agencies.”

The guide will be updated next year, but an on-line version for the first time will also be available.

Other materials available for travel partners include an ‘Unexpected Orlando Brochure’ and an ‘Orlando Magicard Flyer,’ which has discounts up to 50% that travel agents can offer their clients for no cost.

The CVB also offers a ‘Technical Tour Directory’ that lists 23 companies providing 31 tours — either individually or in groups – in fields ranging from healthcare and lodging to finances and manufacturing

Partly as a result of various CVB activities, tourism has recently made a strong comeback in the Central Florida area.

“Our August numbers were the best since before Sept. 11,”said Ms Bono.

Orlando has long been established as a family vacation destination, but it is also being increasingly promoted for luxury travelers.

„One thing that really excites is that we have developed a wonderful luxury market with the addition of Marriott’s Grand Lakes Resort, the Ritz Carlton, the Portofino, the Westin Grand Bohemian and other hotels. We’ve added spas and high-end shopping,”she said.

She added: “We‚re still promoting family vacations, first and foremost, but one of our messages is also that this is a great place for couples. We also try to promote different times of the year such as the fall when things slow down.”

Orlando is also being promoted as a golf haven.

The area is expected to get a major boost in 2006 when the American Society of Travel Agents meets there for the first time.