Issue link: https://digital.copcomm.com/i/1541144
24 B M & T ••• November/December 2025 ••• www.blackmeetingsandtourism.com MILTON SEGARRA, CDME, PRESIDENT & CEO, DISCOVER THE PALM BEACHES Several factors are contributing to the decline in visita- tion nationally, inc- luding continued economic uncer- tainty, tighter corpo- rate travel budgets and increased com- petition from global destinations However, The Palm Beaches continue to outperform the broader mar- ket. We had a record-breaking 5.72 mil- lion visitors in the first half of 2025, repre- senting an increase of 531,000 visitors compared to the same period in 2024. Performance was especially strong among the destination's core target mar- kets, including New York, Orlando, Washington, D.C., and Dallas. Dallas led growth with a 42.9% increase, drawing nearly 77,000 visitors compared to 53,110 during the same period in the previous year. In September, we ranked first in Florida for revenue growth, even as the state average declined by 6.1%. Our lux- ury and beach properties maintained sta- ble demand, with Average Daily Rate growth exceeding 8%. These results reflect the strength of our brand, the effectiveness of our targeted marketing strategies, and our commit- ment to delivering personalized, high- value experiences that resonate with today's travelers. To address shifting travel trends and boost visitation, Discover The Palm Beaches is executing a multi-market strategy focused on both growth and high-performing regions. In 2025, our campaigns in Dallas and Houston deliv- ered over 22% year-over-year growth, validating our expansion into these emerging markets. We're also capitaliz- ing on demand in Los Angeles, Detroit, and other secondary cities that show potential for growth. Additionally, we're continuing our strong presence in our core legacy mar- kets of New York City, Chicago, Boston, Washington, D.C., and Philadelphia, where traveler interest aligns with what we have to offer. These strategic initia- tives are designed to drive both leisure and group travel, while reinforcing The Palm Beaches as a premier year-round destination. We've seen strong performance across key indicators, underscoring the resilience and appeal of The Palm Beaches. Overall visitation continues to trend upward, and hotel metrics reflect that momentum. In September, the Average Daily Rate for hotels reached $169 – a 1.8% increase – while Revenue per Available Room (RevPAR) held steady at $95, with only a slight dip of 0.4%. For the full fiscal year (October 2024- September 2025), hotel room night rev- enue rose 11.6% to $1.32 billion, placing us second in the state behind Tampa. Nearly 5 million hotel room nights were sold, with an additional 2 million booked through alternative lodging platforms, totaling approximately 7 million room nights. We measure success not just in num- bers, but in impact – economic, commu- nity, and brand. These results reflect the strength of our destination, the effective- ness of our marketing strategies, and the growing recognition of tourism as a shared value across The Palm Beaches. Visitation to The Palm Beaches – across both leisure and meetings – has already surpassed pre-pandemic levels, marking a significant milestone that reflects the strength of our destination and the effectiveness of our tourism strategy. Based on current performance and forward-looking indicators, we're confident this upward trajectory will continue into 2026. Fiscal year data shows robust growth in hotel revenue and room nights, with rising demand across luxury, beach, and business segments. Our Winter Brand Tracker reinforces this momentum, revealing gains in brand awareness, familiarity, and intent to visit – all of which underscore our competitive edge and ability to attract high-value visitors. Continued investment in new hotels, cultural districts, sports events and com- petitions, and transformative events is expanding our destination's appeal. At the same time, Discover The Palm Beaches' targeted marketing in key emerging markets is delivering measura- ble results. We're also leveraging technol- ogy and AI to personalize the visitor experience, positioning us for sustained growth and deeper engagement in the years ahead. both business and leisure travel. Overall visitation to the U.S. is down by 3%. Being located next to the world's busiest airport, Harts- field-Jackson Atlanta International Airport, this decline has had a signif- icant impact on East Point. Year-to- date, occupancy in the Atlanta Airport submarket is down by 1.7%. To address the decline in visita- tion, we've focused on being consis- tent with our messaging to meeting planners, so they clearly understand what our destination has to offer. We also make sure to follow up regularly and create personalized experiences that meet and hopefully exceed expectations. By building those strong relationships and delivering quality experiences, we're helping to boost interest and repeat visitation to our area. As an added bonus to being located just 5min away from the worlds busiest airport Hartsfield Jackson international, we are well positioned to attract and reap the benefits of international travelers and group businesses supporting our brand statement of "Where the World Meets" We measure our success through our conversion rate — specifically, how many leads turn into definite bookings. Year-to-date, we've suc- cessfully booked a great amount of diverse room nights, which reflects strong engagement and effective fol- low-up with our clients. According to CoStar occupancy for US Hotels is forecast up by 2% however, I believe it will be flat YOY based on my answer to the 1st