May 29, 2020 – August 31, 2020
The strategic digital marketing campaign had excellent correlation with Visit Beaufort’s Short Term Rental Occupancy Rates, ADR, and RevPar from June 2020-August 2020. Visit Beaufort had an 8% increase in available listings, and was able to accomplish Occupancy Rates nearly 14% higher than 2019. While many DMO’s saw significant decreases in ADR, Visit Beaufort was able to maintain a steady ADR year over year, and successfully generated 12% more in RevPar.
For Hotel Occupancy in Beaufort, there is not quite as much success, but still positive trends compared to regional and state level hotel occupancies. For the southern region of the U.S and for South Carolina, hotel occupancy through August 2020 is down an average of nearly 45%, however for Visit Beaufort, Port Royal, Sea Islands, hotel occupancy rate is down only 5% compared to 2019. Hotel RevPar for the southern region of the U.S is down 42% and 43% for SC, while Beaufort has been able to maintain only a 24% decrease in RevPar for June through August. ADR for Visit Beaufort is also trending higher than South Carolina with only a 16% decrease compared to 18% for the state.
On average targeted markets were up 62% sitewide, with over a 100% increase in Conversions YOY.