U.S. Travel Association Honors Visit Lauderdale with the 2023 ESTO Destiny Award
GREATER FORT LAUDERDALE, FL (August 24, 2023) – The U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO), a leading conference for destination marketing professionals, has selected Visit Lauderdale as the winner of its prestigious ESTO Destiny Award in the Printed Collateral Material category for the destination’s AFAR Magazine Cruise Insert. Award winners were announced at the ESTO’s Awards Dinner and Presentation on Tuesday, August 22, 2023, in Savannah, Georgia.
With Port Everglades, located in Greater Fort Lauderdale, acknowledged as one of the top cruise ports in the nation, Visit Lauderdale continually explores new ways to engage cruise passengers and encourage them to add room nights in Greater Fort Lauderdale to the beginning and end of their cruise itineraries.
To maximize impact, the AFAR Magazine Cruise Insert ran in “The Urban Issue” (Summer 2022), when cruise lines had returned to full capacity following the end of COVID restrictions. An impactful custom illustration was created to distinguish the cruise insert from other content in the publication, much of which relied heavily on photography. Custom itineraries and immersive design were used to engage prospects, all communicating the many things to see and do in Greater Fort Lauderdale.
The insert was developed as a co-op to partner with luxury cruise lines sailing out of Port Everglades (including Celebrity Cruises, Holland America Line, and Silversea Cruises), aligning with the messaging and cross-promoting to the cruise line’s audiences.
The printed inserts and corresponding cruise line email promotions successfully generated pre-and post-cruise stays. For the month of August 2022, which was the first full month following the publication of the insert, the destination’s hotels experienced the following increases in business:
- +36% revenue over 2019 (pre-pandemic) and +11% over 2021
- +13% revenue per available room over 2019 and +5% over 2021
- +10% demand over 2019 and 2021
- Hotel demand in Greater Fort Lauderdale outpaced all competitive set destinations including Miami, Palm Beach, Orlando, and Tampa-St. Petersburg
For additional information on the 2023 ESTO conference and the Destiny Awards, visit ustravel.org/events/esto.
About Greater Fort Lauderdale
With 24 miles of golden sand beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities, each offering something for “everyone under the sun.” Residents hailing from 170 countries, speaking 147 languages call this diverse destination home. And there’s good reason, including the area’s unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown. Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area’s many marinas, it’s no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area’s cosmopolitan vibe.
About Visit Lauderdale
Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travelers as the ideal place for Everyone Under the Sun in recognition of the area’s diverse and welcoming vibe, and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information and follow @VisitLauderdale on Facebook, Instagram, X, and YouTube.
About U.S. Travel Association
When advocating on behalf of the travel industry in the United States, U.S. Travel champions polices that are pro-growth, pro-competition, and pro-traveler. The organization ensures that the concerns and interests of the travel community, and all those employed by it, are effectively represented within the legislative process.