VACATION Orlando: More than the Mouse

The family vacation capital aims for luxury tourism, too.
ORLANDO, Fla. (AP) -- It wasn't so long ago that fine dining for Orlando tourists meant the $9.99 all-you-can-eat buffet at Shoney's, and luxury accommodations meant chocolate on pillows at the mom-and-pop motels stretching along the tourist strip of U.S. 192.
But in the past decade or so, luxury hotels, stores and restaurants have proliferated in this tourist haven, so local officials are tailoring a new message for visitors interested in spas and eateries conceived by celebrity chefs.
The Orlando/Orange County Convention & amp; Visitor Bureau unveiled an $8 million marketing campaign in February to compete with cities like New York and Las Vegas when it comes to attracting visitors who want an upscale experience for a romantic getaway, a girls-only weekend of spas and shopping, or a golf vacation.
The bureau in past years limited its marketing efforts to families, a segment that will continue to be targeted, since it makes up 45 percent of Orlando's domestic leisure visitors.
"The good thing about a higher-income market group is that they travel more in general, they visit Orlando more frequently and they spend more money," said Jose Estorino, the bureau's senior vice president of marketing. "The more we present different product offerings and different vacation experiences, the hope is that we would get that incremental trip and put Orlando into consideration for those other kinds of vacations."
No need to rough it
As little as five years ago, a visitor could count on one hand the number of luxury hotels in Orlando, excluding resorts at Walt Disney World. But in the last several years, the Ritz-Carlton and three luxury resorts at Universal Orlando have opened their doors, bringing the number of luxury establishments to more than a dozen.
Restaurants conceived by celebrity chefs such as Emeril Lagasse (Emeril's Orlando) and Roy Yamaguchi (Roy's Restaurant) are now cooking up white chocolate creme brulee and blackened ahi. Shoppers can purchase Jimmy Choo shoes and Cartier watches.
Shopping at The Mall at Millenia, home to Chanel, Louis Vuitton and Gucci stores, tourist Suzanne Burks said she was surprised at the high-end stores found in the theme park capital.
"When you go out of town, it's nice to see nice restaurants and shops, close to your style of living," said Burks, of suburban Detroit, who was staying at the Ritz-Carlton with her husband and two daughters. "You know, we have a certain style of living at home. We don't want to rough it."
Orlando tourism officials hope the marketing campaign helps spread the word, especially since a large share of Orlando tourists earn significantly more than the national real median household income of more than $43,000. Almost two-thirds of domestic leisure visitors to Orlando earned more than $50,000 a year, and almost two-fifths earned more than $75,000 a year, according to bureau research.
'Sensational' spot
The marketing campaign includes a 30-second television spot showing a series of still images of golfers, swimmers in a shimmering pool, a roller coaster and a couple on a beach, emphasizing the aesthetic pleasures of a vacation.
The spot, which has a tagline "Orlando -- Sensational," will run on ESPN, CNN, CNBC and The Golf Channel.
Advertising inserts placed in Golf Digest, Food & amp; Wine, Conde Nast Traveler and Travel + Leisure will highlight Orlando's luxury spots.
Burks and her family usually vacation in Naples and Fort Lauderdale because of their luxury shops and hotels.
She planned to add Orlando to the list of destinations for the luxury-minded.
"I guess I just never would have thought about it for Orlando," she said.
XFor more informaiton, visit the Orlando/Orange County Convention & amp; Visitors Bureau at www.orlandoinfo.com or call (407) 363-5872. For information on spas, high-end shopping and other luxury offerings, click on "Lavish in Luxury."