Nadler & Associates State of the NYC Travel & Tourism Industry
Nadler & Associates
State of the NYC Travel
& Tourism Industry
Nadler & Associates
Immediate Challenges
National Level:
Another Terrorist Attack
Flying Concerns
Further Economic Downturns
International Hostilities
NYC-specific:
How Much of NYC was Destroyed?
Inappropriate to Visit
Nadler & Associates
NYC Visitor Spending Losses
$51.3
$120.6
$65.3
$33.6
$18.6
$34.4$21.1
9/15 9/22 9/29 10/06 10/13 10/20 10/27Week
Ending:
Cumulative Losses: $344.8 million
Nadler & Associates
NYC Tourism Industry Losses
Restaurant sales down 47% (9/10-9/30)
Broadway ticket sales down 16% (9/11-10/28)
Combined attendance at three major attractions
down 40% (9/11-10/15) (Metropolitan Museum of
Art, MOMA, Bronx Zoo)
Combined sales at Macy*s and Bloomingdales
down 20% off original forecast (9/11-9/30)
Nadler & Associates
New York City Losses
Economic losses of $90-$105 billion
GCP shrank 3% in 4thQ2001
$1 billion in tax losses in fiscal year
56,000 jobs lost in October
97,100 jobs through March 2002
Rebuilding NYC
Tourism
Nadler & Associates
NYC’s Messages
NYC is open for business
NYC is as secure as possible
The best way to support NYC right
now is to come visit
NYC is going to give you even more
reasons to come visit
Nadler & Associates
Initial Promotional Audiences
New Yorkers
Daytrippers
Close-in markets
Nadler & Associates
Immediate Response
• Print advertising
• Pro-bono placements in
newspapers & magazines:
USA Today, Boston Globe,
Chicago Tribune, Travel +
Leisure, WHERE, Forbes
FYI, Forbes Global, Good
Holiday Ideas (UK), Bridal
Guide, Conde Nast titles
Nadler & Associates
Extensive Media Outreach
Crisis Communications Committee
Thousands of media inquiries
Meetings with major city news boards
Interviews with all major newspapers incl.
NYTimes, LATimes, Miami Herald, WSJ
Local & national TV appearances:
CNBC, CNN, FNN, NBC
Domestic & international press fam tours
Nadler & Associates
Securing Congressional Support
House Committee on Energy and Commerce,
Subcommittee on Commerce, Trade &
Consumer Protection.
(l-r) L. Conlin, US DOC; W. Norman, TIA; R. Warren, ATA.; J.W. Marriott, Jr.,
Marriott; C. Nicholas, NYC & Company; F. Lounsberry, Universal Studios; M.
Crye, Int’l. Cruise Lines Council; T. Jones, Travelocity.com.
Nadler & Associates
NYC CultureFest 2001
• Inaugural event
• Free festival with
performances, exhibits
and programs
• 66 participating cultural
organizations
• Estimated 60,000
attendees
Nadler & Associates
NYC Fall Restaurant Week
• First time ever in the Fall
• Second week of October;
extended through 10/31
• 145 participating restaurants
• First-ever prix-fixe dinners
• New sponsor Coca-Cola
Nadler & Associates
Major Groups Choose NYC
American Federation of State, County and Municipal
Employees
American Society of Association Executives
American Society of Travel Agents
Coca-Cola
Magazine Publishers of America
Meeting Planners International
US Indoor Track & Field Championships
World Economic Forum
Nadler & Associates
Paint the Town Red, White & Blue
2001 Travel
to NYC
Nadler & Associates
Total Domestic Visitors to NYC
25.8
27.1
29.8 29.4 29.5
1997 1998 1999 2000 2001
millions
Source: NYC & Company
Nadler & Associates
Domestic Visitor Spending
Declined 10%
$billions
$9.778
$8.809
2000 2001(p)
Source: NYC & Company
Nadler & Associates
9/11 Impact: Total Domestic Travel
18.79 19.68
10.63 9.83
pre 9/11 post 9/11
2000 2001
NYC domestic travel was growing before 9/11. Following 9/11, domestic visitor volume plummeted.
millions
+5%-8%
Nadler & Associates
Who Came to NYC Immediately After 9/11*
2000 2001
% from New York State 12% 25%
% coming to see friends/relatives 19% 41%
% on a business trip 29% 19%
% who traveled by air 22% 17%
% who traveled by train 11% 17%
% daytrippers 57% 61%
Average length of stay 2.1 2.0
Average daily spending $188 $154
*September, October, November
% of all NYC visitors
Source: NYC & Company
Nadler & Associates
2001 Int’l. Visitors to the US Declined 11%
47.8
46.4
48.5
50.9
45.5 45.4
49.1
1997 1998 1999 2000 2001(p) 2002(f) 2003(f)
Source: Office of Travel & Tourism Industries, US Dept. of Commerce
millions
NYC Travel & Tourism:
One Year Later
Nadler & Associates
76.7%
61.9%
70.7%
76.3%72.1%
62.5%
72.3%76.8% 75.6%
78.1% 77.6%72.7%
76.7% 75.0%
80.9%78.2% 78.8%
85.3%
88.8%86.5% 86.4%
77.5%
66.2%
74.6%
77.3% 77.2%78.4% 79.0%
74.0%
76.8%
70.7%
75.9%
72.1%
61.9%
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
NYC Tourism Post 9/11: Hotel Occupancy
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
Source: PKF Consulting; Hotel RevMax
Nadler & Associates
NYC Tourism Post 9/11: Hotel Room Sales
$305
$242
$268
$306 $300
$238
$259
$292 $296
$325$306
$264$277
$303
$369
$348
$381
$448$458 $461
$437
$295
$331 $330
$268
$300
$352
$284
$355 $350
$295$305
$242
$306
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
$millions
Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002
Source: NYC & Company
Nadler & Associates
4.60
2.35 2.55 2.71 2.86 2.69 2.58
3.35 3.25 3.46 3.543.88
4.12
3.28 3.38 3.223.55
4.48
3.213.40 3.46 3.51
3.18 3.09
3.793.99 4.00 4.09
4.344.60
2.352.55
2.712.86
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
NYC Tourism Post 9/11: Airport Arrivals
millions
Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002
Source: PANYNJ
Nadler & Associates
NYC Tourism Post 9/11: Broadway
1091
539
815
1034
898
716 718
1145
948 956
1129
859
1156
678
897
11411063
744
1184
972
825
1143 11241168
10911034
898
539
862883
785 815
928
1038
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
thousands
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
Source: League of Amer. Theaters & Producers
Nadler & Associates
NYC Tourism Post 9/11: Jobs*
381.0388.4
371.2377.7
384.8
359.9 356.7 360.2366.6
373.2 376.3368.8 366.8
371.7 374.2
384.4390.0
403.8
410.0
380.1384.1
393.1 394.3
381.0
379.0
388.4384.7
384.3383.8
391.0
382.6
371.2
384.8
377.7
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
thousands
Source: NYS Dept of Labor
• Aggregate of seven key NYC industries impacted by visitor spending