March 2, 2021 ACVB Board of Directors Meeting Presentation

ACVB BOARD OF DIRECTORS MEETING Tuesday, March 2, 2021 8:00 a.m. via teleconference

CALL TO ORDER Kris Reinhard

Chair, Board of Directors

DESTINATION REPORT Mark Vaughan EVP/CSO

ATLANTA OCCUPANCY – JANUARY 2021 January 2021 YTD occupancy

2020

2021

TITLE

TITLE

123

68.1% 123

35.9% 123

123

75.4% 123

33.0% 123

Hotels within 1-mile radius of GWCC TITLE 123

123 70.6%

123 34.4%

123

123 61.7%

123 47.1%

ACVB tax revenue district

TITLE Atlanta convention hotels

TITLE

TITLE Source: STR

Metro Atlanta

TITLE

KEY SALES ACTIVITIES January 2021 room night goal January 2021 lead goal

120.5% 113.1%

Direct sales events

• • • • •

Photo by Paul Daniel | @pauldaniel5010

RCMA Helms Briscoe Travel South PCMA GSAE

Charlotte Dallas Atlanta Washington, D.C. Chattanooga

March April April April April

FINANCIAL REPORT Gregory Pierce EVP/CAO/CFO

2020 FORECAST ASSUMPTIONS FOR THE PURPOSE OF FINANCIAL PROJECTIONS Total hotel revenue for 2020 was down in City of Atlanta PLACE IMAGE HERE

-62.4% Average occupancy rate for 2020 for the City of Atlanta was

36.2% @christopherbw

ATLANTA CONVENTION & VISITORS BUREAU STATEMENT OF REVENUE AND EXPENSE (in millions) Revenue – public Revenue – private

ACTUAL FORECAST YTD YTD 12/31/20 12/31/20

$9.9 $3.1

$10.1 $ 2.8

Var Original 2020 ($0.2) $27.5 $0.3 $ 6.5

Public revenue released/reserves Total revenue

$5.0 $18.0

$ 5.0 $17.9

$0.0 $0.1

Direct promotional expense Payroll and related expense

$7.6 $8.8

$7.4 $8.5

($0.2) ($0.3)

$20.1 $10.2

Operating expense

$1.9

$2.0

$0.1

$ 3.1

Total expense

$18.3

$17.9

($0.4)

$33.4

Excess (deficiency)

($0.3)

$0.0

($0.3)

$ 0.6

$ 0.0 $34.0

ATLANTA CONVENTION & VISITORS BUREAU BALANCE SHEETS (in millions)

AS OF 12/31/20

YE 2019

Var.

Cash and equivalents

$2.2

$3.2

($1.0)

Accounts receivable

$3.2

$5.1

($1.9)

Investments

$6.5

$11.5

($5.0)

Prepaid and other assets

$0.5

$1.0

($0.5)

Property and equipment

$2.9

$4.1

($1.2)

Total assets

$15.3

$24.9

($9.6)

Accounts payable and accruals

$0.9

$1.9

($1.0)

Deferred revenue and liabilities

$7.5

$11.9

($4.4)

Lines of credit

$1.5

$1.7

($0.2)

Lease liability

$0.7

$0.7

$0.0

Fund balance – unrestricted

$4.7

$8.7

($4.0)

Total liabilities and fund balance

$15.3

$24.9

($9.6)

Transforming and adapting: Aligning strategies to the new travel era

Keri Spivey

Director of Market Management – Central Cities Region Expedia Group

Transforming and adapting Aligning strategies to the new travel era

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Welcome Keri Spivey Director, Central Cities Region Expedia Group Travel Partners Group

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

17

Thank You ACVB

Executive Committee and Board of Directors!

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

18

Agenda Partnership with Expedia Group | Learn about our brands and our team Attracting the traveler| Industry research on the first to travel

Providing flexibility and safety| Adapting to a new travel era Expand your reach| Understanding when demand is returning Taking action| 2021 travel trends

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

19

Portfolio of leading travel brands Partnering with Expedia Group

Attract diverse travelers •

Through Expedia Group channels and platforms

Generate global demand • From more than 200 travel booking sites

Maximize revenue potential •

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Leverage our team and Partner Central

20

Your Expedia Atlanta Team

Alex Fromson

Dionne Chu

Area Manager

Market Manager

Dom Phillips Business Development Manager, TravelAds

Leah Garey Sr. Business Development Manager, Media Solutions

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Chris Metken Associate Market Manager

Wendy Howie Sr. Account Manager, Hotwire

Maria Bustamante Market Associate

Marye ChavezMikula Market Manager (Support through March 31)

21

Attracting the traveler

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

22

COVID-19 has changed travelers’ behavior – they tend to book lastminute,through mobile devices. Price, hygiene and flexibility are key

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

23

2/3

intend to take the same number of trips as before

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Source: Wakefield Research, 2020

24

Drive-to destinations

7

In 10 travelers are willing to drive up to 6 hours for a leisure trip during COVID-19

Families more likely to drive instead of fly

% 59

Sources: Expedia Group Media Solutions – Traveler Sentiment & Influences 2020/2021 / "Vrbo US 2021 Trend Report

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Four most important elements of a listing What is most important to you when looking at a listing?

Price

Location

Available promos or value-added incentives

Ratings or reviews

Global

74%

58%

34%

31%

North America

71%

58%

32%

35%

Latin America

71%

56%

45%

25%

Asia Pacific

78%

59%

27%

33%

EMEA

73%

58%

33%

33%

Source: What travelers want, Wakefield Research, 2020 © 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

26

Adapting to a new travel era – customer centricity

Virtual Agent

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Safety measures

More flexible offers 27

Virtual Agent

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Safety measures Partner Central

Easy to use heath and hygiene checklist Automatically added to listings

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

What we have seen…

8 in10

choose properties with flexible policies

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Source: Vrbo COVID market research 2020.

30

2021 Flexible Bookings – Atlanta

94%

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

of bookings made are refundable in Atlanta

31

Different rate plans to meet different travelers’ requirements Expand your options to attract different travelers

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

32

Sharing ideas © 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

33

Supporting our Partners

“I need to know where the market is today and how is the demand evolving...”

Market Insights Report

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

“Now more than ever, rate integrity and expanded reach matter” Wholesale Rate Distribution

34

Atlanta Booking Trends

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

35

Q4 2020 Market Trends – Atlanta

50%

3

$122

25%

Booking Window

Length of Stay

ADR

Cancel Rate

Hotwire

0-1 Day

Average

-15% YOY

+4.5% YOY

57% same day bookings 48% weekend stays 21% Friday purchases

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

36

Top 2021 Search Dates and Future Outlook – Atlanta Top search dates in Atlanta Feb 12 - 14

WoW Search Growth Trend

Valentine’s Day – Cheersport Weekend 40.00%

Q1 Saturdays

30.00%

Leisure travel

July 12

MLB Allstar Game

July 22-23

Justin Bieber Concert

Aug 29-30

Goo Goo Dolls & KISS Concert

WoW%

20.00% 10.00% 0.00% -10.00% -20.00% -30.00%

Search Week Sept 2-6

Dragon Con

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

37

Competing Destinations and Top Origins - Atlanta Competing markets in AMER – Q4, 2020 Atlanta| 19 Day Booking Window, ADR: $122, Cancellation Rate: 26%

Charlotte| 18 Day Booking Window, ADR: $105, Cancellation Rate: 23%

Houston| 15 Day Booking Window, ADR $105, Cancellation Rate: 15%

Dallas| 19 Day Booking Window, ADR $121, Cancellation Rate: 26%

Nashville| 33 Day Booking Window, ADR: $133 , Cancellation Rate: 29%

New Orleans| 48 Day Booking Window, ADR: $137, Cancellation Rate: 43%

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Atlanta top traveler origins

Atlanta Greenville Miami Chicago Bronx, NY Philadelphia Orlando Charlotte Houston Brooklyn, NY 38

Star Rating Trends – Atlanta Share shift into 3 Star and above Share Shift

ADR YoY

+ 6.0pp

30% + 4.6pp + 3.7pp

20% + 1.5pp

10%

+ 0.4pp

0.0pp

- 0.0pp

0%

- 2.0pp - 4.0pp

-10%

- 2.7pp

-20%

- 6.0pp - 8.0pp

-30%

- 7.4pp

- 10.0pp

-40% 2 stars

Room Night share

ADR YoY

+ 2.0pp Room Night Share Shift

Room Night Share Shift YoY

+ 4.0pp

8.2%

2.5 stars

3 stars

3.5 stars

30.3%

24.2%

15.3%

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

4 stars

17.2%

4.5 stars

2.5%

5 stars

2.2% 39

Driving Demand

Contact Jo Ann Haden-Miller (ACVB) or Leah Garey (Expedia Group) for additional questions on campaigns: LGarey@ExpediaGroup.com & jhadenmlr@atlanta.net

ACVB Campaign Partnerships

Atlanta Convention and Visitors Bureau

Buckhead Hotel Council

• Campaign Dates: July 1 – November 30, 2020

• Campaign Dates: December 1 – February 28, 2021

• 11 participating properties

• 4 participating properties

• More than 25,000 Room nights

More than 6,000 room nights

•

• Almost 30,000 air tickets

•

Return on Ad Spend: 41

• Return on Ad Spend: 118.6

•

More than a 30% increase in travelers per day

• Almost a 15% increase in room night demand

•

Almost a 40% increase in room night demand

• © 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

More than 5% increase in ADR

We Can Do This Together

1.

Reassure travelers with safety measures and detailed listings

3.

2.

Understand trends to stay competitive

© 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary © 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

Maintain flexible change & cancel policies

4.

Prioritize special deals & offers 41

Q&A © 2020 Expedia, Inc, an Expedia Group Company. All rights reserved. Confidential and proprietary

MARKETING UPDATE

Andrew Wilson EVP/CMO

ATL UNGUIDED OUT TO PRINT

RECOGNITION SILVER ADRIAN AWARD •

HSMAI – Best website category

APPLE MAPS TRAVEL GUIDES • First DMO partnership agreement to syndicate branded content on the Apple Maps platform/ecosystem

PRESIDENT’S REPORT William Pate President and CEO

OLD BUSINESS

2021 ELECTION OF EXECUTIVE COMMITTEE MEMBERS t

Derrick Morrow Hyatt Regency Atlanta

Daryl Evans Great Southern Wood Preserving (YellaWood)

NEW BUSINESS

ADJOURN

DiscoverAtlanta.com