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TAB hears winter campaign attribution numbers and bed‑tax split; staff reports hotels account for about 60% of collections
Summary
Tourism staff told TAB that the winter ad flight generated considerable impressions and website users and explained geofence/pixel attribution; staff also presented confidential bed‑tax data showing hotels/timeshares/OTAs accounted for roughly 60% of bed‑tax revenue through November 2025, with short‑term rentals responsible for about 40%.
Staff reported provisional results for the winter destination campaign and walked through how attribution data are calculated. The staff presentation said the winter flight ran from Oct. 17 to Feb. 15 (campaign attribution was turned off Feb. 15 per vendor settings), produced roughly 20 million impressions and around 173,000 site users attributed to the effort, and generated hotel overnight revenue tied to paid advertising. Staff said the campaign returned a higher reported return on ad spend for winter compared with the prior summer campaign, and described the attribution methodology: geofenced pixels around hotel and short‑term rental locations,…
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