Partner Newsletter
August
Key travel industry insights on AI, evolving traveler behavior and shifting global markets.
Over the past two weeks, I had the opportunity to attend both Destinations International's Annual Convention and the U.S. Travel Summer Summit. It's always valuable to step outside our own destination and hear what leaders across the industry are seeing, debating and preparing for.
Three themes came up again and again.
First, AI is rapidly changing how travelers discover and book destinations. Search behavior is evolving faster than many expected, which means destination marketing organizations like ours will need to adapt just as quickly.
Second, today's traveler continues to defy old assumptions. Younger generations are prioritizing experiences, wellness and shorter, more frequent trips, while demographic shifts are creating new opportunities to reach emerging audiences.
Finally, the global travel landscape is becoming more dynamic. While some international markets are facing headwinds, others are growing quickly, reinforcing the importance of staying agile and diversifying how we attract visitors.
You'll find a few of the most interesting data points from the conferences linked here. I hope they spark as much conversation as they did for me.
And below, please enjoy our monthly partner news
Warmly,
Kara Franker
President & CEO, Visit Florida Keys
AMERICA 250
Red, White & Blue Pennekamp Paddle Parade
Gather your team members, friends and family and enjoy a free day at John Pennekamp Coral Reef State Park on Saturday, September 12 from 11 AM to 4 PM in celebration of America’s 250th birthday and Florida Keys tourism! Visit Florida Keys is sponsoring free admission and activities during the event hours. That’s right – free park entry, free paddleboard and kayak rentals, free glass bottom boat rides, snorkeling tours, live music and lunch!
SIGN UP
Get Noticed with Keys Season
If you’re not listed with an offer in Keys Season, you’re missing out on some great shoulder season exposure. Analytics show that 32.8% of our June website traffic was generated from a combination of our generic Summer and Keys Season ad campaigns.
newest
Steward of the Keys, Nicole Navarro
Nicole Navarro, the executive director of Key Largo fox rescue, Pawsitive Beginnings, which also serves as an educational and healing organization for humans, didn't plan to become a fox rescuer. She didn't plan to create a nonprofit or launch a social media presence that would introduce hundreds of thousands of people around the world to the Florida Keys, or to build a therapeutic program that brings abused women and traumatized children face-to-face with animals who understand survival. Most of it, she'll tell you, just happened.
ON THE WATER
Boater Safety & the Lure of Lobster
We just received an early look at numbers for the week of July 26 – Aug. 1 from STR (the week including mini season). RevPAR was up 14.9% over the same time last year. Keep in mind, lobster mini season is always the last Wednesday and Thursday of July, so this shows true growth over last year. With the positive news of economic growth, we’re grateful that there were no serious injuries during this year’s mini season. We’re asking for your help to continue to emphasize boater safety as regular lobster season begins.
Spread the word about boater safety when navigating our tricky Keys waters by pointing guests to the Boat Like You Belong information page on our website.
For the lobster lowdown, direct visitors to KeysLobsterSeason.com for all the rules, safety tips, videos on measuring a legal catch, and more. You’ll also find links to Monroe County lobster rules brochures in both English and Spanish.
June Tourism Trends
Hotels Held Steady YOY
• Occupancy was 75.0%, down slightly (-0.2% YOY)
• Average Daily Rate rose to $290 (+1.2% YOY)
• RevPAR increased to $217 (+1.0% YOY)
Short-Term Rentals Remain Strong
• ADR increased 9.0%, from $423 to $461
• RevPAR increased 12.9%, from $170 to $192
• Revenue jumped 21.9% YOY, totaling $5.76M
Visitors Are Flying In
• EYW TSA checkpoint volume reached 70,600 in June (+8.6% YOY)
• Year-to-date checkpoint volume reached 739,300 (+6.9% YOY)
• Top origin markets: Philadelphia, Boston and Newark
The Bigger Picture
U.S. hotel performance remained strong in June, with ADR up 6.7% YOY and RevPAR up 8.4%, while occupancy increased 1.6%. Luxury hotels led performance with RevPAR growth of 15.1% YOY, and every chain scale posted RevPAR growth.
Eco-Friendly
Partner Tip – Go Green!
We’d like you to help us grow awareness of eco-friendly hotels, activities, attractions, restaurants and more. We’re developing a new eco-friendly interactive map of green attractions, hotels, restaurants and other locations. The map will be accessible through our website.
Tourism Dates to Remember
Fishing Advisory Committee Meeting
The August 11 meeting has been cancelled and will be rescheduled
TDC Meeting
August 24, 10 AM
Harvey Government Center, Key West, and Zoom
