Corning, NY. May 16, 2006 Steuben County has been the subject of a comprehensive tourism research study conducted by Randall Travel Marketing, Inc. of Mooresville, North Carolina. The Randall firm specializes in marketing research and trend analysis specifically for the travel and tourism industry. The Steuben County Conference & Visitors Bureau contracted this study for the purpose of comparing the results with a similar study of Steuben County conducted in 2001.

Results were very positive for the Steuben County Conference & Visitors Bureau.
A summary of research findings include the following notable improvements:
• Inquiries resulting from the marketing efforts have increased
• Cost per inquiry has decreased from $5.27 in 2003 to $1.20 per in 2005
• Conversion rate from the inquiry to actual visit has improved dramatically - from 39.4% in 2003 to 61.8% in 2005.
• Trip satisfaction has improved
• Length of stay has increased from 2.6 nights to 2.8 nights
• Aggressive e-tourism marketing is paying off
• Tourism revenues and lodging tax collections have increased
• Increases in leisure tourism are offsetting losses in business travelers.

Research also indicated that:
• The lodging inventory and occupancy is flat
• The aging hotel/motel inventory of limited service properties is having an impact
• Increased investment in tourism marketing is critically needed

Randall Travel Marketing recommends the following strategies for continued growth:
• Increase investment in the SCCVB with occupancy tax revenues in order to fund increased advertising
• Steuben County should assign the SCCVB with having Primary responsibility for overseeing the best use of the lodging tax funding
• Eliminate duplication of effort with regional tourism promotion groups
• Monitor Return on Investment annually
• Make regional groups accountable to SCCVB as Steuben County's official tourism promotion agency.

Contact: Peggy Coleman, Executive Director
Steuben County Conference & Visitors Bureau
607-936-6544