market insights: the flagstaff visitor profile

Market Insights: The Flagstaff Visitor Profile 4.29.15


2014 Flagstaff Intercept Study


Thanks to… Arizona Snowbowl

Best Western Pony Soldier Inn & Suites

Drury Inn & Suites

Flagstaff Extreme

Flagstaff Visitor Center

Fort Tuthill County Park

Little America Hotel

Lowell Observatory

Museum of Northern Arizona

Arizona Hospitality Research and Resource Center at NAU


Wait, that’s all?

Web Analytics

Social Interaction

nSight Data

Industry Trends


of Americans take vacations source: fatwallet.com

#onemoreday

81 %


Very Technical Calculation

4.6 Million Visitors


Visitor Origin


Livin’ in the AZ


Canada

United Kingdom

Germany

Australia

France


Who are these people?

99K A

ve

rag

e H

HI:

52

Ave

rag

e a

ge

:

$


It’s a party

3.1 people per party


It’s my party and I’ll invite who I want to.

60% Family Only

19% Family and Friends

12% Friends Only

7% Alone


Travel Patterns


Flagstaff is primary destination

9% Grand Canyon

5% Sedona

53 %


return visitors 65 %

and visit more than 2x per year


overnight visitors

averaging 2.5 days in Flagstaff

75 %


stay in hotel/motel 75 %


Majority Travel by Auto

69% private auto

22% rental car


Travel Purpose

57% Leisure/Vacation

20% Passing Through

5% Business/Conference


Marketers love this question

42% Been Before

28% Word of Mouth

23% Online


Bottom Line

553

$ Average per party per day expenditure


By the #s


Very complicated I-O Model

IMPLAN Analysis

Direct EI =

$458,691,000


Total EI =

$575,121,000


BBB = $6,261,106


quality of life Recreation

Beautification

Economic Development

Arts & Sciences

Tourism is . . .


Tourism is . . .

7,311 of them

jobs


40% AZ 65% Return 53% Primary

Top of Mind Climate Relief Unique to Flagstaff Targeted Cities

11% CA 4% TX

Los Angeles

San Francisco Impressions Targeted Promotions


43% Other States Word of Mouth Online

Search Marketing Target by Type AOT Co-op

11% International Brand USA Sales/Media Efforts


Tactics


What does the future hold?


General Messaging

ONLINE

Display

Search

Video

Social

Mobile

OTHER

Print

Content

Email

Fulfillment


Elevating Our Efforts


Participate


PAT YOURSELVES ON THE BACK! JOB WELL DONE…

Now back to work making a huge impact on our

QUALITY OF LIFE!