LTVA Bulletin – April

Visit Lake Tahoe Logo

Welcome to the April edition of the Lake Tahoe Visitors Authority’s South Shore Bulletin. Our goal is to highlight tourism trends, strategy, initiatives, and programs that increase visitor awareness, support our community and environment, and strengthen our economy.

Digital Edge Case Study

The LTVA has been working with Digital Edge for five years to promote our destination’s meetings resources. This case study from digital edge highlights the progress and successes we’ve had during our partnership this past year.

Digital Edge updated the LTVA’s previous campaign to be fully integrated with the new Visit Lake Tahoe brand, reflecting the ‘Awe and then Some’ messaging.

Other project highlights include:

-Lakefront Meetings Creative Package

-Digital Media Campaign with Ongoing Evaluation and Optimization

-Selling tools

  • Development of sales sheets and a meetings eBook, plus updates, over time that are now robust, comprehensive resources and tools for they sales team

-Meetings Content Marketing Campaign

  • Written web content from the beginning to help build out the meetings website, drive engagement and aligned with planners’ needs
  • Website content supported with a comprehensive social distribution program targeting meeting planners on LinkedIn and Facebook

Zartico Report

Zartico provides the LTVA with a destination operating system that combines geolocation insights with our other data streams. Their monthly report is filled with valuable insights specific to our destination, as well as quarterly national trends. The graph below was generated using South Lake Tahoe’s data from January.

The most significant quarterly national trends include the price of travel remaining high, road trips being a top draw (especially looking towards the Summer), and due to increased flight costs, focusing on shorter distances in the flight market will be an area to watch.

Some additional patterns and predictions to look for are flexibility / spontaneous traveling (shorter planning windows), travelers wanting new outdoor experiences, relaxation and wellness, and authentic experiences / supporting local businesses.

Marketing Campaign Update

Our Spring Deals Are Here! As Spring approaches, the LTVA’s marketing campaign continues to adapt. Historic amounts of snow this year means Spring will combine our favorite Winter and Spring activities. From skiing to hiking, or snowshoeing to kayaking, visitors can experience a wide variety of Winter/Spring activities, in the most beautiful setting.

LTVA’s Spring Campaign is being augmented to focus directly on special offers, ranging from lodging and dining specials to deals on retail and activities. This new campaign will run in San Francisco, Las Vegas, Los Angeles, and San Diego from April through early May.

Did You Know?

  • In 2023, the travel industry is starting to drive home climate goals. 90% of consumers are now looking for sustainable options when traveling, according to a survey of 11,000 global travelers conducted last year by Expedia Group Media Solutions.
  • Travelers are looking for travel experiences that are off-the-beaten-path and under the radar. 70% of millennials and Gen Z indicate they are looking for unknown experiences. – Skift 2023