Beverly Hills Conference & Visitors Bureau (BHCVB) has announced that Beverly Hills has continued to grow in tourism and visitor revenue since its record results from fiscal year 2014-2015. The city’s hotels’ average daily rate (ADR) is up 5.3 per cent and revenue per available room (REVPAR) is up two per cent from the year prior.
The organisation also experienced major growth in the interactive and social media spaces, including a 46 per cent year-on-year growth in organic searches to the ‘Love Beverly Hills’ website, a 47 per cent increase on its Chinese website, as well as a 132 per cent increase in Instagram and a 43 per cent increase in Facebook followers.
“Fiscal year 2015-16 was filled with activities ensuring that Beverly Hills remains a coveted luxury destination and leader in the tourism industry. I look forward to next year and expanding our efforts in established domestic and international locations as well as continuing to grow Beverly Hills’ recognition and activation from emerging markets around the globe,” said Julie Wagner, CEO, BHCVB.
In addition to hosting its fifth annual Chinese New Year event, Beverly Hills launched two initiatives to emphasise Beverly Hills’ position in the luxury sector within the first half of 2016: ‘The Future of Luxury’ global trends report and ‘The Definition of Luxury’ multi-channel marketing campaign.
The Future of Luxury global trends report, which was released in February 2016 in key markets such as the US, UK, Europe, Australia and India, examined the current landscape of the global luxury market and offers an analysis of the high-net-worth individuals and their spending habits.
BHCVB’s Definition of Luxury multi-channel marketing campaign included a partnership with 12 celebrity and expert influencers to launch a limited edition book and digital content, reinforcing the city’s luxury positioning and its influence in the fields of travel, design, culinary, wellness and more. The influencers included interior designer Kelly Wearstler, celebrity stylist and fashion designer Rachel Zoe, celebrity chef Curtis Stone, and celebrity and pro-athlete personal trainer Gunnar Peterson, among others. The campaign, launched in May 2016, will continue through the first half of fiscal year 2016-2017.
Looking ahead, BHCVB has increased its travel trade and public relations representation to produce strategic opportunities for Beverly Hills in key feeder markets, including expanded representation in the United States and in Europe. BHCVB will also continue its current trade and PR efforts in Australia, China and India, driving even more interest, tourism and revenue to Beverly Hills in fiscal year 2016-2017.