Fort Lauderdale’s branding – “and truly who we are” – is ‘everyone under the sun’, as Paul Mason, Senior Manager, Global Trade Development at Visit Lauderdale tells Travelweek in this edition of Take 5. Read on for news about new hotels, Brightline and more.
1. Are there any metrics you can share that underline the recovery of the Canadian market to Ft. Lauderdale?
“Our number 1 and 2 inbound international markets / cities are Toronto and Montreal. This has not changed and has only increased in numbers.
“The pandemic may have slowed the process, flights, etc. from Canada but we are back to pre-pandemic numbers and increasing every day.
“An interesting side note to this, in the month of March we have 267 nonstop flights from Toronto and another 194 from Montreal. Ottawa even has 73 nonstop flights to FLL. From Toronto we have 4 airlines from Canada coming to FLL including Air Canada, WestJet, Flair and Porter.”
2. What new hotels (and renos) do you want to make sure Canadian travel advisors have on their radar?
“We have several new hotels, and updates of projects and renovations.
“In reference to newly opened, we have the Aloft Hotel by Marriott which is literally 1.5 miles from Port Everglades and FLL.
“We also have the Dolce by Wyndham which opened at the end of last year across the street from the Hard Rock Hotel. It features a rooftop bar and grill with incredible views of the Hard Rock Hotel and light show at night.
“A few updates on projects, we have the Whitfield on Las Olas which will open in 2025. It is a luxurious boutique property and will feature 138 rooms in the heart of downtown Fort Lauderdale. We also have our 801-room Omni Hotel attached to the convention center and port, due to open in late 2025 as well.
“One last hotel project is Pier Sixty-Six which closed right before the pandemic for a full renovation. They will open later this year or early 2025 as a 5-star luxury hotel right on the Intracoastal Waterway and across from the convention center.
“For more information on our What’s New in Fort Lauderdale visit www.visitlauderdale.com/media/whats-new. Here you will find all new projects, restaurants, events, and updates in general.”
3. What new markets has Visit Lauderdale been successfully developing, beyond sun-and-sand seekers?
“I would like to include sun-and-sand seekers but talk about our approach to inclusion and accessibility. Our branding – and truly who we are – is ‘everyone under the sun’, we are inclusive of all.
“We are one of the most progressive and welcoming destinations in the United States. Greater Fort Lauderdale champions diversity and inclusion every day, in every way. We are the second largest LGBTQ+ community in the United States and we have over 170 countries that speak over 140 languages everyday represented right here in the Greater Fort Lauderdale region.
“We are also champions for accessibility in our region. We are certified destination for Wheel the World and are part of the Hidden Disabilities Sunflower Program. It is our goal to make all welcome regardless of your background, culture, who you love or how you identify yourself. We want to make sure that everyone can experience our region, enjoy the sun and sand regardless of nonvisual or visual disabilities.
“We will make you welcome in the Greater Fort Lauderdale region and again, as our branding states, ‘We Are Everyone Under the Sun’. It is our way of life. For more information on our diversity approach, visit https://www.visitlauderdale.com/diversity/.”
4. There’s been a lot of buzz about Brightline, and Ft. Lauderdale is one of the train’s stops. How is the connectivity with Brightline a game-changer?
“We love Brightline and YES, it is a game changer for us and for Florida as a whole. We are now connected from Orlando to Miami with Fort Lauderdale along the way. The trains are high speed, modern and with all the amenities you could possibly want to enjoy your journey without having to drive. Sit back, relax and enjoy the Brightline, having absolutely no stress along the way.
“You ask how it is a game changer … imagine spending a week in Disney and Universal in Orlando with the kids. Time for a relaxing beach and water destination! Within three hours you can be in Fort Lauderdale doing just that. The Brightline opens this market and connection to us. The Brightline is for everyone, groups, individual travellers, families … and they do have industry rates.”
5. How is Visit Lauderdale connecting with travel agents these days, and what trade-friendly initiatives do you want Canadian agents to know about?
“Lauderdale Loyalist is our certification and training program for travel agents, tour operators and internal partners that service our tourists every day. The program will be two years old next month and is updated on a regular basis. It is a mobile app and is free for all. The best part is, you can complete the program (at your own pace) and be certified within three hours.
“Once certified you will receive marketing ideas, sample itineraries, etc. to help you promote the Greater Fort Lauderdale region to your clients and associates. You will also be eligible for the Lauderdale Loyalist Passport. This mobile exclusive passport is a collection of curated cruises, museums, outdoor adventures and more offering deals and discounts to redeem during your visit to the Greater Fort Lauderdale region.
“Your passport will be instantly delivered to your phone via text and email and is ready to use immediately! There is no app to download. Your pass can be saved to your phone’s home screen for easy one-tap access. When visiting a participating business, simply present your phone to the attendant or staff member to redeem available discounts. For more information on the Lauderdale Loyalist program visit https://www.lauderdaleloyalist.com/login and start today.”
