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News • Florida • United States • 2011-11-21

Eileen Forrow, Executive Vice President of Sales and Marketing gives an up to date interview

Which International market or markets hold the most growth potential for Florida tourism?

VISIT FLORIDA views international origin markets in three segments, Core, Growth and Emerging. Through the years they fluctuate depending on situations both within individual countries and from overall global effects. Most recently, Brazil is showing exceptional growth for our destination as a whole, while we continue to research, invest and establish a Florida presence in China and India.

Visa issues continue to be a roadblock to increasing travel from many international companies. Do you see any progress being made in this area?

Whenever we can, both VISIT FLORIDA and our industry destinations, press the case for Visa Waiver. We also strongly support efforts from the U.S. Travel Association when they lobby on this issue.

How has the economy affected the domestic traveler? Are they spending less, taking shorter trips, waiting until the last minute, or hasn\'t it changed at all?

According to our data the average expenditures per person per day in Florida was actually up last year 11.9% to $150.70 a day. The average length of stay for domestic visitors was 4.7 nights, down from 5.0 nights the year before. According to Ypartnership\'s 2011 Portrait of the American Traveler three in ten (30%) leisure travelers took a last minute trip last year this is up from 27% the year prior.

Which U.S. states would be considered our highest competitor for the international traveler?

We always rank one, two or three of the top states for international visitation, we just move around in positioning over the years between New York and California. In 2010 Florida ranked #2 for visitation and #1 in spending.

With laws easing up a bit on travel to Cuba, how many years do you think it will be before regular air routes will be developed from the U.S.? Do you see that as a concern for the sunshine market?

I don\'t believe anyone can predict when regular air service will become a reality however; both VISIT FLORIDA and our destinations in the southern part of the state have been monitoring the situation. Although I suspect curiosity from domestic U.S. visitors will be a draw to Cuba when it does open up, their accommodation inventory is somewhat limited in comparison to the potential volume. At that time we would certainly consider offering 2 stop destination packages out of Florida.

We\'ve heard it said that a high number of travelers stopping at the State Welcome Centers do not know for sure what their plans are, be it where they are going or where they are staying. Is that true? If so, how can a supplier entice them?

Although I cannot give you exact percentages there are a good number of travelers that do not make advance reservations. For example in 2010 our Welcome Center staff booked 3,873 room nights requested by visitors for the immediate continuation of their trip. Florida suppliers can take advantage of opportunities to reach all travelers that stop at the 4 highway Welcome Centers through display transparences, brochure distribution or being part of various themed festivals during the year. There is even the opportunity to take over any of the centers for a month of promotion.

How do you see social media sites such as Trip Advisor having an effect on travel planning?

According to research studies consumers from various countries have different preferences when planning travel, some favoring sites such as Trip Advisor where others still prefer the \"Official Tourism\" site. Today the traveler demands their information when, where and how they prefer and destinations have to acknowledge those demands and provide easy interaction and information in a multitude of ways. I personally believe one of the biggest game changers for travel planning will come when Google fully launches their travel tools into the market.

A lot of business is done through the internet now and it seems like traditional sales jobs are on the decline in favor of internet revenue managers. How important do you feel relationships are in the tourism industry?

Relationships within the tourism industry will always remain extremely important; we are after all the hospitality industry and in the \"people\" business. We are also probably the only segment of business meetings that continue to greet each other with hugs and kisses.

We\'ve enjoyed Visit Florida\'s presence at all our Florida Huddles. What is your favorite part?

Making new, and renewing old acquaintances, enjoying all those hugs and kisses.

Probably hundreds of people in Florida\'s tourism industry have learned from you - and the VF team - over the years. Introductions have been made, sales techniques shared, advice given. How rewarding has that been for you?

Since the majority of us have to work for a living, being able to do that while promoting, representing and living in a destination most people only dream of visiting for a short time... who wouldn\'t love doing this job.

When you\'re not on the road, in meetings, or on your Blackberry, what do you like to do in your free time?

I enjoy spending time with friends and family - cooking and entertaining that same group - while enjoying living in the #1 travel destination in the world.

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