Mississippi Gulf Coast Visitor Study December 5, 2016
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1 Mississippi Gulf Coast 2015 Visitor Study December 5, 2016
2 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
3 Methodology 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. 3
4 Key Terms Defined 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. 4
5 Main Purpose of the Trip
6 Main Purpose of Trip Base: Total Overnight Person-Trips to Mississippi Gulf Coast Marketable Trips 66% Visiting friends/relatives Casino Special event Touring Resort Outdoors City trip Golf Trip Cruise Conference/convention Other business trip 1 4 Business-leisure Percent 6
7 Main Purpose of Leisure Trip Mississippi Gulf Coast vs. National Norm Base: Total Overnight Person-Trips Casino Visiting friends/relatives Special event Touring Resort Outdoors City trip Golf Trip Cruise Percent Mississippi Gulf Coast US Norm 7
8 Main Purpose of Business Trip Mississippi Gulf Coast vs. National Norm Base: Total Overnight Person-Trips Conference/Convention 1 4 Other business trip Percent Mississippi Gulf Coast U.S. Norm 8
9 Main Purpose of Trip Base: Total Day Person-Trips to Mississippi Gulf Coast Marketable Trips 64% Visiting friends/relatives Casino Special event Touring Shopping Outdoors City trip Resort Cruise Conference/convention Other business trip 2 5 Business-leisure Percent 9
10 Main Purpose of Leisure Trip Mississippi Gulf Coast vs. National Norm Base: Total Day Person-Trips Casino Visiting friends/relatives Special event Touring Shopping Outdoors City trip Resort Cruise Percent Mississippi Gulf Coast U.S. Norm 10
11 Main Purpose of Day Business Trip Mississippi Gulf Coast vs. National Norm Base: Total Day Person-Trips Conference/Convention 2 2 Other business trip Percent Mississippi Gulf Coast U.S. Norm 11
12 Source of Business
13 State Origin Of Trip Base: Total Overnight Person-Trips to Mississippi Gulf Coast Louisiana Florida Mississippi Alabama Georgia Texas Tennessee California Illinois Percent 13
14 DMA Origin Of Trip Base: Total Overnight Person-Trips to Mississippi Gulf Coast New Orleans, LA Mobile-Pensacola, AL/FL/MS Atlanta, GA Tampa-St. Petersburg-Sarasota, FL Jackson, MS Baton Rouge, LA Memphis, TN/MS/AR Hattiesburg-Laurel, MS Biloxi-Gulfport, MS Miami-Ft. Lauderdale, FL Chicago, IL Houston, TX Dallas-Ft. Worth, TX Macon, GA Percent 14
15 State Origin Of Trip Base: Total Day Person-Trips to Mississippi Gulf Coast Louisiana 35 Mississippi 29 Alabama 12 Florida 10 Texas Percent 15
16 DMA Origin Of Trip Base: Total Day Person-Trips to Mississippi Gulf Coast New Orleans, LA Mobile-Pensacola, AL/FL/MS Hattiesburg-Laurel, MS Baton Rouge, LA Jackson, MS Biloxi-Gulfport, MS Tampa-St. Petersburg-Sarasota, FL Meridan, MS Houston, TX Memphis, TN/MS/AR Montgomery, AL New York, NY/NJ/PA/CT Percent 16
17 Seasonality of the MS Gulf Coast Trip
18 Season of Trip Base: Total Overnight Person-Trips to Mississippi Gulf Coast January-March 24 April-June 27 July-September 26 October-December Percent 18
19 Season of Trip Base: Total Day Person-Trips to Mississippi Gulf Coast January-March 24 April-June 26 July-September 27 October-December Percent 19
20 Satisfaction of the Overnight MS Gulf Coast Trip
21 Satisfaction with Mississippi Gulf Coast Trip % Very Satisfied Base: Total Overnight Person-Trips to Mississippi Gulf Coast Overall trip experience Friendliness of people Quality of accomodations Quality of food Value for the money Sightseeing/ attractions Music/ nightlife/ entertainment Percent Very Satisfied Mississippi Gulf Coast U.S. Norm 21
22 Past Visitation of the Overnight MS Gulf Coast
23 Past Visitation to Mississippi Gulf Coast Base: Total Overnight Person-Trips to Mississippi Gulf Coast Ever in the Past 85 Past Year Percent 23
24 Length of Trip Planning of the Overnight MS Gulf Coast Trip
25 Length of Trip Planning Base: Total Overnight Person-Trips More than 1 year in advance 6-12 months 3-5 months 2 months 1 month or less Did not plan anything in advance Percent Mississippi Gulf Coast U.S. Norm 25
26 Method of Booking of the Overnight MS Gulf Coast Trip
27 Method of Booking Base: Total Overnight Person-Trips Hotel or resort Online travel agencies 800/888 number Travel agent/company Airline/commercial carrier Advice from relatives or friends Travel company websites Destination websites Auto club/aaa Percent Mississippi Gulf Coast U.S. Norm 27
28 Total Nights
29 Total Nights Away on Trip Base: Total Overnight Person-Trips Average Mississippi Gulf Coast 3.8 nights Average U.S. Norm 4.0 nights 1 night 2 nights 3-4 nights 5-6 nights 7-13 nights 14 + nights Percent Mississippi Gulf Coast U.S. Norm 29
30 Number of Nights Spent in Mississippi Gulf Coast Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast Average Nights Spent in Mississippi Gulf Coast = night 2 nights nights nights nights Percent 30
31 Travel Party Size
32 Size of Travel Party Base: Total Overnight Person-Trips Mississippi Gulf Coast Total = 3.0 U.S. Norm Total = Average No. of People Adults Children 32
33 Size of Travel Party Base: Total Day Person-Trips Mississippi Gulf Coast Total = 2.9 U.S. Norm Total = Average No. of People Adults Children 33
34 Transportation Used for the Overnight MS Gulf Coast Trip
35 Transportation Base: Total Overnight Person-Trips Own car/truck Rental car Plane Taxi cab Bus Online taxi service Motorcycle Camper, R.V Train Ship/boat Percent Mississippi Gulf Coast U.S. Norm 35
36 Accommodations Used on the Overnight MS Gulf Coast Trip
37 Accommodations Base: Total Overnight Person-Trips Hotel/Motel Home of Friend/Relative Bed & Breakfast Rented Home/Condo/Apartment Campground/Trailer Park/RV Park Time Share Country Inn/Lodge Rented Cottage/Cabin Own Home/Condo/Apt/2nd Home Boat/Cruise Ship Other Percent Mississippi Gulf Coast U.S. Norm
38 Activities and Experiences
39 Top Activities and Experiences Base: Total Overnight Person-Trips Casino Shopping Beach/Waterfront Fine Dining Swimming Bar/Nightclub Landmark/Historic Site Museum Fishing National/State Park Percent Mississippi Gulf Coast U.S. Norm 58 39
40 Activities and Experiences Base: Total Day Person-Trips Casino Beach/Waterfront Shopping Swimming Fine Dining Fishing Bar/Nightclub Museum Landmark/Historic Site Percent Mississippi Gulf Coast U.S. Norm 40
41 Social Media Usage
42 Online Social Media Use by Travelers Base: Total Overnight Person-Trips Used any social media for travel Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Connected with others interested in travel Read a travel blog Tweeted about a trip Percent Mississippi Gulf Coast U.S. Norm 42
43 Online Social Media Use by Travelers Base: Total Day Person-Trips Used any social media for travel Posted travel photos/video online Looked at travel photos/video online Read travel reviews Accessed 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 43
44 Visitor Volume
45 Total Size of Mississippi Gulf Coast Domestic Travel Market in 2015 Total Person-Trips = 12.7 Million Overnight Trips 43% Day Trips 57% 7.2 Million 5.5 Million 56
46 Size of Mississippi Gulf Coast Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 5.5 Million Children 21% 1.2 Million Adults 79% 4.3 Million 57
47 Mississippi Gulf Coast Overnight Travel Market by Main Trip Purpose Adult Overnight Person-Trips = 5.5 Million VFR 28% 1.6 Million Business- Leisure 2% 0.1 Million Business 4% 0.2 Million Marketable 66% 3.6 Million 58
48 Size of Mississippi Gulf Coast Day Travel Market Adults vs. Children Total Day Person-Trips = 7.2 Million Adults 79% 5.7 Million Children 21% 1.5 Million 59
49 Mississippi Gulf Coast Day Travel Market by Trip Purpose Adult Day Person-Trips = 7.2 Million VFR 28% 2.0 Million 0.2 Million Business- Leisure 2% Business 6% 0.4 Million Marketable 64% 4.6 Million 60
50 Visitor Expenditures
51 Overnight Trip Expenditures
52 Total Domestic Mississippi Gulf Coast Overnight Spending by Sector Total Spending = $1.069 Billion Food & Beverage 23% Lodging 33% $241 Million $356 Million Retail 13% $138 Million Recreation/Entertainment 23% $250 Million Transportation 8% $84 Million 63
53 Average Per Person Expenditures on Domestic O vernight Trips By Sector Base: Total Overnight Person-Trips to Mississippi Gulf Coast Dollars $65 Lodging $44 Restaurant Food & Beverage $25 Retail Purchases $46 Recreation/ Sightseeing/ Entertainment $15 Transportation at Destination 64
54 Average Per Person Expenditures on Domestic O vernight Trips by Trip Purpose Base: Total Overnight Person-Trips to Mississippi Gulf Coast Dollars 100 $192 0 Leisure Business* * Low base sizes 65
55 Average Per Party Expenditures on Domestic O vernight Trips By Sector Base: Total Overnight Person-Trips to Mississippi Gulf Coast Dollars 100 $ Lodging $116 Restaurant Food & Beverage $66 Retail Purchases $120 Recreation/ Sightseeing/ Entertainment $40 Transportation at Destination 66
56 Average Per Party Expenditures on Domestic O vernight Trips by Trip Purpose Base: Total Overnight Person-Trips to Mississippi Gulf Coast Dollars $511 0 Leisure Business* * Low base sizes 67
57 Day Trip Expenditures
58 Total Mississippi Gulf Coast Domestic Day Trip Spending by Sector Total Spending = $456 Million Retail 26% Restaurant Food & Beverage 31% $139 Million $117 Million Transportation 14% Recreation/ Entertainment 29% $66 Million $134 Million 69
59 Average Per Person Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Mississippi Gulf Coast Dollars 10 $19 $16 $19 $9 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 70
60 Average Per Person Expenditures on Day Trips by Trip Purpose Base: Total Day Person-Trips to Mississippi Gulf Coast 100 Dollars 50 $63 0 Leisure Business* * Low base sizes 71
61 Average Per Party Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Mississippi Gulf Coast Dollars $55 $46 $53 $26 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 72
62 Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Mississippi Gulf Coast Dollars 100 $ Leisure Business* * Low base sizes 73
63 Mississippi Gulf Coast 2015 Visitor Study
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