Is Iceland's Error Costing Rhode Island Summer Tourism Dollars?
Photo courtesy YouTube.
Hotel revenue is up but bookings are bad, and is a mistaken tourism campaign that accidentally promoted Iceland in images that should have been Rhode Island to blame?
The campaign certainly raised a lot of eyebrows and went viral on social media but no publicity is bad publicity — or is it?
A new report shows that the hotel revenue in the state as measured by the average daily income per occupied room has grown more than in the New England region as a whole, which saw a 2.8 percent increase, and nationwide, which had a 3.2 percent increase. Rhode Island's revenue per available room also grew more than the regional and nationwide rate, according to the Star Tribune.
All good signs. However, the paper also reported that a Tennessee-based research firm STR shows the hotel occupancy rate in Rhode Island from January through July dropped slightly when compared to last year.
The embarrassing blunder in the April promotion — a critical time for tourism promotion — cost the state a lot of money to correct.
“Cleaning up the mistakes cost the state's Commerce Corp. time during a critical period when travelers are preparing for summer vacations,” write Matt O’Brien for the Star Tribune.
And summer hotel occupancy is reportedly down.
READ MORE: A Cautionary Tale for the Tourism Marketer
“July's hotel occupancy rate was 82.1 percent, down 3.7 percent from July of last year. Overall, the occupancy rate was down 0.7 percent this year; the surrounding region also experienced a decrease during that time, as did the United States,” O’Brien reports.
The state has now released a new advertising campaign. To find out more about how that campaign is going, read on here.
More by Janeen Christoff
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