Campaign sales click conversion: The percentage of unique site visits to a Tourism Vancouver marketing campaign landing page that features hotel product, which click through on a hotel offer, product, listing or book now button.
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Database growth: The number of consumer records (from contest entry forms and opt-in entry points) at year end of current year compared to the same time period for the previous year.
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Blog visits: The number of visits to www.insidevancouver.ca, a multi-author Vancouver blog, written by Vancouverites about Vancouver.
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Consumer room nights: The number of hotel nights booked through Tourism Vancouver’s booking channels. Room nights are tracked in the month they are “reserved” not in the month of the “stay” itself.
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Travel Trade Marketing ROI: Measures return on investment from targeted joint marketing or promotional campaigns that generate incremental room nights with Best Customer emerging, growth and mature accounts.
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Vancouver Specialist Program: Self-paced, interactive online training program designed to enhance the knowledge of travel agents and front line sales staff to sell Vancouver. Agents and front line sales staff that sign-up and complete all four modules become certified Vancouver Specialists.
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The “Consumer Travel Stories in Core Markets” measure reflects the total number of Consumer Travel Stories tracked in Tourism Vancouver’s core markets. Includes print, broadcast and online stories.
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Trade Stories (worldwide): The number of trade-focussed media stories featuring Vancouver recorded in the current year. Includes print, broadcast and online stories from all over the world. Trade media stories build awareness of Vancouver as a convention or group travel destination.
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Corporate mentions: The number of media stories referring to 'Tourism Vancouver' or a Tourism Vancouver promotion (e.g.: Dine Out Vancouver) recorded in the current year. Includes print, broadcast and online mentions in Canadian media outlets.
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The number of members participating in Tourism Vancouver events, programs and buy-in opportunities; plus those conducting member hosted events, fams, sites and presentations to Tourism Vancouver staff.
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Gross sales: The total sales of member’s products and services at all locations/channels (e.g. attractions, accommodations, tours and transportation etc.).
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Gross sales Tickets Tonight: The total sales and printing services of tickets for events, theatre and performing arts through Tickets Tonight operations.
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Visitor parties served: The total number of visitor parties directly served in person by all “engagement” channels within the destination -- i.e. in the visitor centre, city hosts etc.
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Volunteer hours: The total number of hours served by all volunteers over the course of the year.
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Corporate web visits: The number of visits to Tourism Vancouver’s website www.tourismvancouver.com and associated consumer marketing campaign microsites.
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Leads and Referrals are based upon discussion/meeting with the travel trade and Tourism Vancouver staff and are considered a qualified request. ‘Leads’ and ‘Referral Notices’ are only sent to members that meet the criteria or requirements for a specific tour program or itinerary. Lead: Travel trade requests Tourism Vancouver member’s to follow up directly with them to provide information and/or rates. Referral: Travel trade requests Tourism Vancouver staff to supply them directly with contact information and descriptions of relevant Tourism Vancouver Members.
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FAMs and Sites: The number of complementary or reduced-rate educational trips offered to pre-qualified travel professionals to acquaint them with Vancouver (including attractions, outdoor adventure experiences, culinary offerings, arts and culture and other member suppliers).
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Leads: The number of leads generated for meetings and conventions in the current year for all future years, including current year business. (A lead is forwarded by the DMO sales staff ONLY to those hotels that meet the criteria of the meeting planner and with a minimum of 10 sleeping rooms per night (peak rooms) over a specific set/range of dates).
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Lead room nights: The number of lead room nights generated for meetings and conventions in the current year for all future years, including current year business.
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Definite Bookings: The number of confirmed (definite) events booked in the current year for all future years, including current year business.
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Definite room nights: The number of confirmed (definite) room nights booked in the current year for all future years, including current year business. Short-Term: The number of confirmed (definite) room nights booked in the current period for meetings held in the next two years (i.e. arrival dates in the current year + 1 year). Long-Term: The number of confirmed (definite) room nights booked in the current period for meetings held more than 2 years out (i.e. arrival dates more than 2 years out).
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Conversion ratio: The number of Definite Bookings divided by the number of Leads generated over the same time period.
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Lead room nights Be A Host: The number of lead room nights generated by the Be A Host program in the current year for all future years, including current year business.
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Definite room nights Be A Host: The number of confirmed (definite) room nights generated by the Be A Host program booked in the current year for all future years, including current year business.
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Citywide Definite room nights: The number of confirmed (definite) citywide room night booked in the current year for all future years, including current year business.
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Consumer Room Nights Tracking
As of: Apr 2013