To help drive summer travel bookings, Visit Orlando hosted a series of global influencer press trips to showcase timely reasons to visit our destination this summer. From promoting outdoor water activities and world-class accommodations to highlighting what’s new at the theme parks, each influencer’s followers were immersed in their first-hand Orlando vacation experiences.

A 2023 survey by American Express and Morning Consult found that 75% of travelers reported that social media influencers significantly influenced their travel decisions. This stat highlights the growing impact content creators have on influencing vacation decisions, proving influencer partnerships are more important than ever as we look at marketing channels that impact travel decisions.

Our summer influencer strategy involved working with four targeted influencers representing key travel markets, including the US, Canada and the UK, generating 5.4 million social media impressions across their channels. In the US, we worked with two influencers with a dominant following in our key markets. NYC-based @oneikaraymond highlighted 3 top reasons to visit Orlando this summer, including summer deals that really drove home the booking message.

Tampa-based influencer, @mrsblinks, hit our drive market audience, promoting summer-specific events—including the Summer of Soccer—as well as unique outdoor offerings, such as clear-bottom kayaking. In our international markets, we worked with Canadian influencers, @drinkteatravel, to showcase Orlando’s local neighborhoods, with a spotlight on Winter Garden. UK-based @mistercarrington highlighted Orlando outside the theme parks in a long-form YouTube video.

We were also able to collaborate with the majority of these influencers on content for our own @visitorlando social channels, leveraging their experiences to reach our own engaged audience.

Data & Trends

Metro Orlando’s hotel occupancy rate for the week ending Aug. 3, 2024, was 66.3% which was down 1.8% from the same week last year. The average daily rate for the week was $166.02, which was mostly unchanged from last year. Room night demand trailed prior year by 1.1%.
 

June 2024 TDT Collections: Orange County's Tourist Development Tax (TDT) collections received by Orange County for the June 2024 TDT collection month were $30,547,500. June 2024 collections were higher than June 2023 collections by $519,200, or 1.7%. Compared to last month, June collections were higher than May collections by $2.2 million, or 7.6%. On a fiscal year to date basis (Oct. 1, 2023, through June 30, 2024), collections are down by $475,700, or 0.2%. Key performance indicators for June showed mixed results, with Metro Orlando’s hotel occupancy dropping by 1.5% from June 2023, settling at 72.9%, and hotel demand decreasing by 0.8%. However, the Average Daily Rate (ADR) increased by 1.9% to $189.08. The Orange County Convention Center saw a 30% year-over-year increase in citywide attendance, mainly due to the AAU National Volleyball Championships.

Around the Destination

Visit Orlando’s Magical Dining® presented by Orlando Health: Visit Orlando’s Magical Dining® presented by Orlando Health kicks off in one week! Head over to OrlandoMagicalDining.com to browse menus and book your reservations. The program will run from Aug. 16 to Sept. 30, with a record-breaking 151 restaurants. Throughout the six-week run, restaurants will offer three-course, prix-fixe menus for $40 or $60.

Each year, Visit Orlando’s Magical Dining ® selects nonprofit organizations that impact the Orlando community as charity beneficiaries. This year’s beneficiary is The Mustard Seed of Central Florida, focused on helping residents and families recover from hardships while minimizing environmental impact. Visit Orlando will also award a $3,000 donation to one local nonprofit that offers impactful approaches to creating thriving and sustainable communities in each of Orange County’s six commission districts.
 

Harris Rosen Receives Honorary Doctorate: Congratulations to Harris Rosen, founder and president of Rosen Hotels & Resorts®, for being awarded an honorary Doctor of Public Service by the University of Central Florida on Saturday, Aug. 3. This prestigious degree honors Mr. Rosen's outstanding dedication to community service, his significant contributions to education and his impact on both the Rosen Hotels & Resorts® brand and UCF’s Rosen College of Hospitality Management. View the UCF Summer 2024 Commencement.

Visit Orlando's Signature Event: Register now to attend Visit Orlando’s Insights Luncheon & Economic Forum on Friday, Aug. 23, at Hilton Orlando. The Economic Forum features Chairman & CEO of Sage Policy Group Anirban Basu with Visit Orlando’s Senior Director of Market Insights & Research, Maria Henson. During the luncheon, attendees will be treated to an inspiring message from a dynamic keynote speaker, Kevin Brown, the best-selling author of The Hero Effect®. Learn more. Corporate tables are available for purchase. They include up-front seating for eight, your logo on event materials, complimentary admission to the Economic Forum for your attendees and more. Contact Kelly Kinney for details.

Career Academies: Visit Orlando has been a steadfast supporter of the Central Florida Hospitality Career Academies, a program dedicated to cultivating a pipeline of young talent and shaping the future leaders of our industry. Recently, the Executive Advisory Board, including Visit Orlando’s Director of Community Relations & External Affairs, Kristin Westover, held a strategic planning session to gear up for the coming year. The goal is to ensure students benefit from industry experts, guest speakers, and real-world experiences. There are numerous opportunities to engage with the students and support the Academies. Contact Kristin Westover if you want to learn more and get involved.

I-Drive Chamber: Visit Orlando team members recently attended the I-Drive Chamber luncheon alongside industry professionals, where Universal Orlando Resort shared exciting updates. From the affordable housing initiative, Catchlight Crossings, to upcoming transportation projects and the much-anticipated Universal Epic Universe opening in Fall 2025, the developments are set to have a significant impact. Beyond additional sales and property taxes from the theme park, the three new hotels are also anticipated to generate millions in Tourist Development Tax, benefiting our entire community.

Visit Orlando Engaged!

Gatorland 75-Year Anniversary Lunch: In honor of Gatorland's 75th anniversary, members of Visit Orlando's destination experiences, events, membership, public relations, content, and marketing teams hosted a staff appreciation lunch for the Gatorland team, catered by 4 Rivers Smokehouse. Congratulations to the entire Gatorland team for reaching this milestone by creating countless memories for our visitors over the past 75 years!

New Destination Attraction: Congratulations to Dezerland Park Orlando on opening its newest attraction, Toxic Blast, a black light combat arena that accommodates up to 24 participants. Visit Orlando’s Destination Experience Sr. Manager’s Carolyn Martin and Dorothy Kelley attended the grand opening celebration and ribbon cutting. This attraction highlights Dezerland's commitment to delivering new, thrilling adventures for both residents and travelers.

In the News

WKMG Click Orlando: June tourist tax collections in Orange County beat May, June 2023 numbers

Orlando Sentinel: Luxury hotel slated for entertainment district at Kia Center

The Epoch Times: Visiting Orlando? Here are 7 hidden gems to explore (and where to stay)

Orlando Weekly: The hottest new restaurants to open in Orlando this summer