Tourism campaign strengthens county’s outreach

By Dan Conte

Over the last several years, the weak economy has affected virtually all businesses, and the hotel and convention sector is no exception. The impact of cutbacks in corporate travel budgets is particularly challenging to the industry nationally and here in the Hudson Valley.

Fortunately, over the last 12 to 18 months we have seen some encouraging signs that the market, while far from robust, is nevertheless strengthening in terms of overall volume, a necessary precursor for long-term strength in the market.

The travel and tourism industry is a $1.7 billion economic engine, accounting for 24,000 jobs. The Westchester Hotel Association represents 31 hotels, conference centers, inns and motels across the county, which translates into 5,300 rooms and more than 2,500 employees. In 2011, 1.6 million room nights were booked in the county.

The hospitality industry is a significant economic sector in the county and region, and the health of the industry is in many ways a bellwether of the regional economy. While it may be a stretch to say that “as go the hotels, so goes the economy,” the health of our business does serve as a measure of the overall economic health of the region.

In terms of business volume, corporate travel has rebounded from the low point it hit two years ago; however, average rates still have a long way to climb before hitting pre-recession peaks.

The hotel industry in Westchester is heavily dependent on business travel, so when corporate travel budgets are cutback, we feel it. Corporate travel in Westchester represents thousands of room nights being booked annually that in turn creates the foundation for this hotel and conference center-based economy. The stronger the corporate market, the stronger the economy.

The Westchester Hotel Association commends County Executive Rob Astorino and his economic team for recognizing the importance of our industry, not only to the corporate business community, but to the leisure travel and tourism sector as well. Astorino and his Economic Development Director Larry Gottlieb have overhauled the county”™s tourism, convention and film office, and the results have been quite dramatic.

Last summer, a new marketing campaign was unveiled ”“ Meet Me in Westchester ”“ the culmination of a careful, in-depth analysis of the market and the economic impact and value of tourism. The new theme and its many related programs have infused the entire tourism effort with a new energy. The VisitWestchesterNY.com website, launched as part of the new campaign, is a much-needed improvement that portrays the quality and variety of activities, trips and destinations Westchester has to offer. The reviews from our members have been unanimously positive.

Natasha Caputo joined the Astorino administration as director of tourism and film, and has brought fresh ideas and enthusiasm to the job. Drawing on her experience with NYC & Co., Natasha is working closely with the hotel association on a collaborative effort to leverage our marketing dollars to present our 31 properties as invaluable assets within the county”™s tourism outreach portfolio.

Westchester is uniquely positioned to serve as a hub for business and as a tourism destination. By virtue of its location adjacent to New York City and at the center of the tri-state region, the county provides quick and easy access to the entire metropolitan region. This enviable geographic position, supported by a diverse transportation infrastructure, provides unparalleled access to virtually any corner of the region.

Today, Westchester can legitimately lay claim to having a vibrant restaurant scene that stretches to all corners of the county. We offer world-class retailers. The natural environment, all within an hour or less of midtown Manhattan, is remarkable. Our tourism attractions are top quality and, yes, the accommodations we offer are varied, abundant and first class.

As the beautiful bounty of autumn unfolds in the Hudson Valley, you can see why we have so much to offer. The county”™s reenergized focus on economic development and the reinvigorated tourism program are certainly welcome. The challenges posed by the economy that we are all facing are real, but we are once again moving in the right direction.

If the pickup in the volume of business that we have seen continues, the impact on our industry sector can only be positive. A sustained period of business stability and growth is just what the county needs, and the collaborative approach between the Astorino administration and the Hotel Association is a true economic model for others to follow.

Dan Conte is general manager of the Westchester Marriott and president of the Westchester Hotel Association.