mississippi gulf coast - cloudinary · 2016. 12. 13. · for the 2015 travel year, this yielded :...
TRANSCRIPT
2015 Visitor Study
December 5, 2016
Mississippi Gulf Coast
Research Objectives
The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Mississippi Gulf Coast
A profile of Mississippi Gulf Coast’s performance within its overnight travel market
Domestic visitor expenditures in Mississippi Gulf Coast
Profiles of Mississippi Gulf Coast’s day travel market
Relevant trends in each of these areas
2
Methodology
3
Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA®survey:
Selected to be representative of the U.S. adult population
For the 2015 travel year, this yielded :
337,164 trips for analysis nationally:
237,555 overnight trips
99,609 day trips
For Mississippi Gulf Coast, the following sample was achieved in 2015:
806 trips:
509 overnight trips
297 day trips
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.
Key Terms Defined
4
An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home.
A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home.
A Person-Trip is one trip taken by one visitor.
Person-trips are the key unit of measure for this report.
Main Purpose of the Trip
Main Purpose of Trip
28
35
9
6
4
4
3
2
2
1
4
1
0 10 20 30 40
Visiting friends/relativesCasino
Special eventTouringResort
OutdoorsCity trip
Golf TripCruise
Conference/conventionOther business trip
Business-leisure
Percent 6
MarketableTrips66%
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
Main Purpose of Leisure Trip —Mississippi Gulf Coast vs. National Norm
35
28
9
6
4
4
3
2
2
4
44
7
8
5
6
5
1
2
0 15 30 45
Casino Visiting friends/relatives
Special event Touring Resort
Outdoors City tripGolf Trip
Cruise
Percent
Mississippi Gulf Coast US Norm7
Base: Total Overnight Person-Trips
Main Purpose of Business Trip —Mississippi Gulf Coast vs. National Norm
1
4
4
6
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Mississippi Gulf Coast U.S. Norm
8
Base: Total Overnight Person-Trips
Main Purpose of Trip
27
28
7
7
7
6
4
3
2
2
5
2
0 10 20 30
Visiting friends/relativesCasino
Special eventTouring
ShoppingOutdoors
City tripResortCruise
Conference/conventionOther business trip
Business-leisure
Percent
9
MarketableTrips64%
Base: Total Day Person-Trips to Mississippi Gulf Coast
Main Purpose of Leisure Trip —Mississippi Gulf Coast vs. National Norm
10
28
27
7
7
7
6
4
3
2
4
37
8
11
8
7
8
2
1
0 10 20 30 40
Casino Visiting friends/relatives
Special event Touring
Shopping Outdoors
City trip Resort Cruise
Percent
Mississippi Gulf Coast U.S. Norm
Base: Total Day Person-Trips
Main Purpose of Day Business Trip —Mississippi Gulf Coast vs.
National Norm
11
Base: Total Day Person-Trips
2
5
2
6
0 2 4 6
Conference/Convention
Other business trip
Percent
Mississippi Gulf Coast U.S. Norm
Source of Business
State Origin Of Trip
18
17
16
11
8
6
5
4
3
0 5 10 15 20
LouisianaFlorida
MississippiAlabamaGeorgia
TexasTennessee
CaliforniaIllinois
Percent
13
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
DMA Origin Of Trip
13
9
5
5
4
4
3
3
3
2
2
2
2
2
0 5 10 15
New Orleans, LAMobile-Pensacola, AL/FL/MS
Atlanta, GATampa-St. Petersburg-Sarasota, FL
Jackson, MSBaton Rouge, LA
Memphis, TN/MS/ARHattiesburg-Laurel, MS
Biloxi-Gulfport, MSMiami-Ft. Lauderdale, FL
Chicago, ILHouston, TX
Dallas-Ft. Worth, TXMacon, GA
Percent14
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
State Origin Of Trip
35
29
12
10
3
0 5 10 15 20 25 30 35
Louisiana
Mississippi
Alabama
Florida
Texas
Percent
15
Base: Total Day Person-Trips to Mississippi Gulf Coast
DMA Origin Of Trip
29
16
11
8
7
4
2
2
2
2
2
2
0 5 10 15 20 25 30
New Orleans, LAMobile-Pensacola, AL/FL/MS
Hattiesburg-Laurel, MSBaton Rouge, LA
Jackson, MSBiloxi-Gulfport, MS
Tampa-St. Petersburg-Sarasota, FLMeridan, MSHouston, TX
Memphis, TN/MS/ARMontgomery, AL
New York, NY/NJ/PA/CT
Percent
16
Base: Total Day Person-Trips to Mississippi Gulf Coast
Seasonality of the MS Gulf Coast Trip
Season of Trip
24
27
26
23
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
18
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
Season of Trip
24
26
27
23
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
19
Base: Total Day Person-Trips to Mississippi Gulf Coast
Satisfaction of the OvernightMS Gulf Coast Trip
21
Satisfaction with Mississippi Gulf Coast Trip% Very Satisfied
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
79
77
73
70
62
54
48
75
74
70
67
59
50
44
0 20 40 60 80
Overall trip experienceFriendliness of people
Quality of accomodationsQuality of food
Value for the moneySightseeing/ attractions
Music/ nightlife/ entertainment
Percent Very Satisfied
Mississippi Gulf Coast U.S. Norm
Past Visitation of the Overnight MS Gulf Coast
23
Past Visitation to Mississippi Gulf Coast
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
85
74
0 20 40 60 80 100
Ever in thePast
Past Year
Percent
Length of Trip Planning of the Overnight MS Gulf Coast Trip
25
Length of Trip Planning
Base: Total Overnight Person-Trips
3
10
16
18
40
13
3
13
18
17
35
14
0 15 30 45
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or lessDid not plan anything in
advance
Percent
Mississippi Gulf Coast U.S. Norm
Method of Booking of the Overnight MS Gulf Coast Trip
27
Method of Booking
Base: Total Overnight Person-Trips
33
12
8
6
6
6
5
5
4
18
15
4
6
13
7
8
4
4
0 10 20 30 40
Hotel or resortOnline travel agencies
800/888 numberTravel agent/company
Airline/commercial carrierAdvice from relatives or friends
Travel company websitesDestination websites
Auto club/AAA
Percent
Mississippi Gulf Coast U.S. Norm
Total Nights
Total Nights Away on Trip
19
26
33
9
10
3
21
26
26
12
11
4
0 5 10 15 20 25 30 35
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Mississippi Gulf Coast U.S. Norm
29
Average Mississippi Gulf Coast3.8 nights
Average U.S. Norm4.0 nights
Base: Total Overnight Person-Trips
Number of Nights Spent in Mississippi Gulf Coast
26
27
32
5
10
0 5 10 15 20 25 30 35
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
30
Average Nights Spent in Mississippi Gulf Coast = 3.3
Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast
Travel Party Size
Size of Travel Party
32
2.3
2.3
0.7
0.6
0 1 2 3 4
Mississippi Gulf Coast
U.S. Norm
Average No. of People
Adults Children
Total = 3.0
Total = 2.9
Base: Total Overnight Person-Trips
Size of Travel Party
33
2.2
2.1
0.7
0.7
0 1 2 3 4
Mississippi GulfCoast
U.S. Norm
Average No. of People
Adults Children
Total = 2.9
Total = 2.8
Base: Total Day Person-Trips
Transportation Used for the Overnight MS Gulf Coast Trip
Transportation
77
15
13
5
5
4
3
3
2
1
65
19
26
9
6
5
1
2
5
3
0 20 40 60 80
Own car/truck Rental car
PlaneTaxi cab
BusOnline taxi service
Motorcycle Camper, R.V
TrainShip/boat
Percent
Mississippi Gulf Coast U.S. Norm35
Base: Total Overnight Person-Trips
Accommodations Used on the Overnight MS Gulf Coast Trip
Accommodations
71
17
6
5
4
4
3
2
2
2
3
54
28
5
4
4
4
3
3
4
2
6
0 10 20 30 40 50 60 70 80
Hotel/MotelHome of Friend/Relative
Bed & Breakfast Rented Home/Condo/Apartment
Campground/Trailer Park/RV ParkTime Share
Country Inn/Lodge Rented Cottage/Cabin
Own Home/Condo/Apt/2nd Home Boat/Cruise Ship
Other
PercentMississippi Gulf Coast U.S. Norm
37
Base: Total Overnight Person-Trips
Activities and Experiences
Top Activities and Experiences
39
58
34
29
23
19
14
12
10
8
8
10
35
16
23
16
11
14
11
5
10
0 20 40 60
CasinoShopping
Beach/WaterfrontFine DiningSwimming
Bar/NightclubLandmark/Historic Site
MuseumFishing
National/State Park
PercentMississippi Gulf Coast U.S. Norm
Base: Total Overnight Person-Trips
Activities and Experiences
40
48
34
30
16
14
9
9
8
6
7
8
29
7
12
4
4
8
9
0 10 20 30 40 50
CasinoBeach/Waterfront
ShoppingSwimming
Fine DiningFishing
Bar/NightclubMuseum
Landmark/Historic Site
Percent
Mississippi Gulf Coast U.S. Norm
Base: Total Day Person-Trips
Social Media Usage
Online Social Media Use by Travelers
42
66
30
25
21
20
15
12
11
68
34
28
22
21
11
16
9
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Looked at travel photos/video onlineAccessed travel news/events/deals/promotions
Connected with others interested in travelRead a travel blog
Tweeted about a trip
Percent
Mississippi Gulf Coast U.S. Norm
Base: Total Overnight Person-Trips
Online Social Media Use by Travelers
43
73
38
31
30
29
20
18
16
67
32
28
27
22
12
9
11
0 15 30 45 60 75
Used any social media for travel
Posted travel photos/video onlineLooked at travel photos/video online
Read travel reviewsAccessed travel news/events/deals/promotions
Connected with others interested in travel"Followed" a destination/attraction
Got travel advice
Percent
Mississippi Gulf Coast U.S. Norm
Base: Total Day Person-Trips
Visitor Volume
Total Size of Mississippi Gulf Coast Domestic Travel Market in 2015
56
Total Person-Trips = 12.7 Million
Day Trips57%
Overnight Trips43%
5.5 Million
7.2 Million
Size of Mississippi Gulf Coast Overnight Travel Market —Adults vs. Children
57
Total Overnight Person-Trips = 5.5 Million
Adults79%Children
21%
1.2 Million
4.3 Million
Mississippi Gulf Coast Overnight Travel Market—by Main Trip Purpose
58
VFR28%
Marketable66%Business
4%
Business-Leisure
2%
1.6 Million
3.6 Million0.2 Million
0.1 Million
Adult Overnight Person-Trips = 5.5 Million
Size of Mississippi Gulf Coast Day Travel Market—Adults vs. Children
59
Total Day Person-Trips = 7.2 Million
Adults79%
Children21%
1.5 Million
5.7 Million
Mississippi Gulf Coast Day Travel Market —by Trip Purpose
60
VFR28%
Marketable64%Business
6%
Business-Leisure
2%
4.6 Million0.4 Million
0.2 Million
Adult Day Person-Trips = 7.2 Million
2.0 Million
Visitor Expenditures
Overnight Trip Expenditures
Total Domestic Mississippi Gulf CoastOvernight Spending —by Sector
63
Total Spending = $1.069 Billion
Lodging33%
Food & Beverage23%
Retail13%
Transportation8%Recreation/Entertainment
23%
$356 Million
$250 Million
$84 Million
$138 Million
$241 Million
Average Per Person Expenditures on Domestic Overnight Trips —By Sector
64
$65$44
$25$46
$150
20
40
60
80
100
120
Lodging RestaurantFood &
Beverage
RetailPurchases
Recreation/Sightseeing/
Entertainment
Transportationat Destination
Dolla
rs
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
Average Per Person Expenditures on Domestic Overnight Trips —by Trip Purpose
65
$192
0
100
200
300
Leisure Business*
Dolla
rs
* Low base sizes
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
Average Per Party Expenditures on Domestic Overnight Trips —By Sector
66
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
$171
$116
$66
$120
$40
0
50
100
150
200
Lodging RestaurantFood &
Beverage
RetailPurchases
Recreation/Sightseeing/
Entertainment
Transportationat Destination
Dolla
rs
Average Per Party Expenditures on Domestic Overnight Trips —by Trip Purpose
67
$511
0
200
400
600
800
Leisure Business*
Dolla
rs
* Low base sizes
Base: Total Overnight Person-Trips to Mississippi Gulf Coast
Day Trip Expenditures
Total Mississippi Gulf Coast Domestic Day Trip Spending —by Sector
69
Total Spending = $456 Million
Restaurant Food & Beverage
31%
Retail26%
Recreation/Entertainment
29%Transportation
14%
$139 Million
$66 Million $134 Million
$117 Million
Average Per Person Expenditures on Day Trips —By Sector
70
Base: Total Day Person-Trips to Mississippi Gulf Coast
$19$16
$19
$9
0
10
20
30
Restaurant Food& Beverage
Retail Purchases Recreation/Sightseeing/
Entertainment
Transportation atDestination
Dolla
rs
Average Per Person Expenditures on Day Trips —by Trip Purpose
71
$63
0
50
100
Leisure Business*
Dolla
rs
Base: Total Day Person-Trips to Mississippi Gulf Coast
* Low base sizes
Average Per Party Expenditures on Day Trips —By Sector
72
Base: Total Day Person-Trips to Mississippi Gulf Coast
$55$46
$53
$26
0
20
40
60
80
Restaurant Food& Beverage
Retail Purchases Recreation/Sightseeing/
Entertainment
Transportation atDestination
Dolla
rs
Average Per Party Expenditures on Day Trip —by Trip Purpose
73
$181
0
50
100
150
200
Leisure Business*
Dolla
rs
Base: Total Day Person-Trips to Mississippi Gulf Coast
* Low base sizes
2015 Visitor Study
Mississippi Gulf Coast