DAYTONA BEACH VISITOR PROFILE

DAYTONA BEACH VISITOR PROFILE March 6 Prepared for The Halifax Area Advertising Authority By:

Table of Contents OUT OF STATE VISITORS... March, 6 Daytona Beach Visitor Profile... Satisfaction with Daytona Beach... 8 FLORIDA VISITORS... 3 March, 6 Daytona Beach Visitor Profile... 3 Satisfaction with Daytona Beach... MARCH 6 DAYTONA BEACH POINTS OF ORIGIN... 5 i

OUT OF STATE VISITORS March, 6 Daytona Beach Visitor Profile For 36% of the out of state visitors, this was their first visit ever to the Daytona Beach Resort Area. 9% of the repeat out of state visitors have stayed in the Daytona Beach Area overnight or longer more than once during the past five years. 53% of the repeat out of state visitors have stayed in the same lodging before. REASONS FOR OUT OF STATE VISITORS TO CHOOSE DAYTONA BEACH WERE: GOLF SPRING BREAK TIMESHARE DEAL CLOSE TO MAJOR ATTRACTIONS STOPOVER/ GOING ELSEWHERE MEETING/CONVENTION CLOSE TO HOME PERSONAL EVENT/OTHER BUSINESS SPEEDWAY BIKEWEEK FAMILY/FRIENDS IN THE AREA WEATHER BEACH BEEN TO DAYTONA BEACH BEFORE 4 6 7 9 9 6 7 8 34 35 37 4 59 6 4 6 8 OUT OF STATE VISITORS REMEMBER SEEING ADS FOR DAYTONA BEACH IN/ON: BILLBOARDS TELEVISION NEWSPAPERS 7 9 BROCHURES MAGAZINES 4 SAW NO ADS 34 INTERNET 63 4 6 8

47% of the out of state visitors asked for information before coming. 63% used the Internet to plan their trip to Daytona Beach. 59% used the Internet to choose a place to stay. 55% used the Internet to make reservations. 6% used the Internet for other purposes regarding this trip to Daytona Beach such as: finding general information about the area, lodging information/reservations, traveling directions/maps, car rental information/reservations, and/or flight information/reservations. CHEAP FLIGHTS AOL TRAVEL CHEAP FLIGHTS TRAVEL.COM PRICELINE HOTELS.COM KAYAK ORBITZ YAHOO TRAVEL NONE TRAVELOCITY TRIP ADVISOR GOOGLE EXPEDIA TRAVEL WEBSITES USED BY OUT OF STATE VISITORS: 3 7 9 4 5 5 7 35 44 47 47 4 6 8 OUT OF STATE VISITORS USED TRAVEL WEBSITES FOR: BUY PACKAGES FIND PACKAGES 3 9 BOOK AIRLINE FLIGHTS 53 RESEARCH FLIGHTS AND PRICES BOOK HOTELS 65 67 RESEARCH HOTELS 79 4 6 8

TRAVEL WEBSITES USED BY OUT OF STATE VISITORS FOR HOTELS: KAYAK TRAVEL.COM YAHOO TRAVEL HOTWIRE PRICELINE EXPEDIA ORBITZ HOTELS.COM TRAVELOCITY GOOGLE VARIOUS HOTEL CHAINS TRIP ADVISOR 3 9 3 5 9 4 38 4 43 48 4 6 8 TRAVEL WEBSITES USED BY OUT OF STATE VISITORS FOR AIRLINES: SOUTHWEST JET BLUE US AIR 8 DELTA 9 ANY/ALL OUT OF THEIR AREA 49 4 6 8 69% of the out of state visitors are on Facebook o 99% use Facebook to let friends know what is new, 98% to see what is new with their friends, and 98% to talk about activities/vacations. 6% of the out of state visitors use Twitter. 3

64% of the out of state visitors take more than one vacation per year. OUT OF STATE VISITORS WHO TAKE MORE THAN ONE VACATION PER YEAR, GO IN: 8 8 7 6 4 59 5 SUMMER SPRING WINTER FALL OUT OF STATE VISITORS WHO TAKE MORE THAN ONE VACATION PER YEAR ALSO VACATION IN: HAWAII CA/AZ OTHER AREAS OUTSIDE THE USA WEST IN GENERAL (EXC. CA/AZ) MOUNTAINS IN GENERAL N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.) BEACHES IN GENERAL S.E. IN GENERAL (GA,SC,NC,ETC.) CARIBBEAN OTHER AREAS IN THE USA NO USUAL DESTINATION FLORIDA IN GENERAL 6 6 7 7 4 6 8 84% of the out of state visitors have taken another warm weather vacation in the past five years. 39 66 85 4

OUT OF STATE VISITORS WHO HAVE TAKEN ANOTHER WARM WEATHER VACATION IN THE PAST 5 YEARS ALSO VACATION IN: MEXICO MYRTLE BEACH OTHER AREAS OUTSIDE THE USA HAWAII CALIFORNIA CARIBBEAN OTHER AREAS IN THE USA FLORIDA 5 5 8 4 6 8 4 6 8 THE DECISION TO VISIT DAYTONA BEACH FOR OUT OF STATE VISITORS WAS MADE BY: HUSBAND WIFE SELF(SINGLE) 4 7 FAMILY FRIENDS 7 HUSBAND AND WIFE 59 4 6 8 5

OUT OF STATE VISITORS SAID THEIR VACATION WAS FOR: 8 6 59 4 HUSBAND AND WIFE 7 FAMILY 7 4 THE MOST CONVENIENT/ONLY TIME OUT OF STATE VISITORS VACATION, IS IN: 8 6 63 59 4 7 4 DOESN'T MATTER SPRING SUMMER WINTER FALL The average party size for out of state visitors was.8. 6% of out of state visitors traveled with children age and younger. 7% of out of state visitors traveled with teenagers. 6

49% traveled with friends/relatives; 48% met friends/relatives in Daytona Beach. Out of state visitors said additional reasons to take a trip are: 4% said government/ company business, 4% said convention/trade show, and 6% said to meet a cruise. 7% of out of state visitors traveled by air, 63% by auto, and % by motorcycle. For those out of state visitors that traveled by air: o 64% landed in Daytona Beach. o 4% landed in Orlando/Sanford. o % landed someplace else. % of the out of state visitors that flew into Orlando said that it was inconvenient. THE MAIN DESTINATION FOR OUT OF STATE VISITORS WAS: SOUTH FLORIDA EAST COAST OF FLORIDA IN GENERAL ORLANDO 4 6 FLORIDA IN GENERAL 4 DAYTONA BEACH 76 4 6 8 The average number of days out of state visitors spent away from home was 8.6. The average number of days spent in Daytona Beach was 5.5. The average amount of money spent in Daytona Beach per day, without lodging, by out of state visitors immediate party was about $. 88% of out of state visitors made advanced reservations, with the average time in advance being about 3 months. 35% of out of state visitors did not use a professional travel service. o 53% used an Internet travel service. o 9% used a travel agent. o % used an auto club. o % used a timeshare. 7

Satisfaction with Daytona Beach OUT OF STATE VISITORS FOUND DAYTONA BEACH TO BE: MORE EXPENSIVE LESS EXPENSIVE ABOUT WHAT I EXPECTED 87 4 6 8 While in Daytona Beach, 5% of the out of state visitors took advantage of a room with a kitchenette. Trace of the out of state visitors paid the fee to drive or park on the beach. % of the out of state visitors paid the fee to park in the parking garage. OUT OF STATE VISITORS SAID THAT DAYTONA BEACH WAS: IMPORTANT FOR PLAYING GOLF 9 A FAMILY ORIENTED AREA CLEAN AND BEAUTIFUL THE IDEAL VACATION DESTINATION FOR A FAMILY FULL OF ACTIVITIES/THINGS TO DO A GOOD VALUE FOR THE MONEY SPENT EASY ACCESS TO THE BEACH FROM MY HOTEL 93 95 96 97 98 4 6 8 8

IN DECIDING ON DAYTONA BEACH, OUT OF STATE VISITORS SAID: BEING ABLE TO DRIVE ON THE BEACH WAS IMPORTANT BEING NEAR TOURIST ATTRACTIONS WAS IMPORTANT 7 THE BEACH WOULD BE MORE ENJOYABLE WITHOUT CARS ON IT 48 BEING WITHIN A DAYS TRAVEL WAS IMPORTANT 74 4 6 8 OUT OF STATE VISITORS SAID THAT DAYTONA BEACH WAS: HIGHLY RECOMMENDED BY FRIENDS BEFORE I CAME 6 A GOOD PLACE TO GET SOME PEACE AND QUIET 73 SO ENJOYABLE I'LL DEFINITELY RETURN 95 VERY WELCOMING TO TOURISTS AND VISITORS 4 6 8 9

ON PLEASURE TRIPS OUT OF STATE VISITORS: OFTEN TRAVEL WITH CHILDREN PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS USUALLY PLAY GOLF REALLY LIKE TO RETURN TO FAMILIAR PLACES PREFER THE MORE ECONOMICAL HOTELS/MOTELS HAVE PAID TO PARK NEAR THE BEACH AT OTHER DESTINATIONS REALLY STICK TO A BUDGET WHEN EATING OUT GENERALLY PREFER BEACH DESTINATIONS OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY DESTINATION LOOK FOR ESCAPE, RELAXATION, CHANGE OF SCENERY, EDUCATIONAL ASPECTS 8 9 4 4 43 44 6 84 97 4 6 8 Magazines received and read by members of out of state visitors households are: 57% No magazines 7% AAA Magazine 3% Modern Maturity % Biker magazines - various 3% Car magazines various 3% Southern Living 3% Sports Illustrated % Golf magazines various 7% Family Circle 7% People Magazine 7% US News & World Report 6% Readers Digest 5% Ladies Home Journal 5% Various others 4% National Geographic 4% Time 3% Better Homes & Garden % Good Housekeeping Fishing magazines various

ACTIVITIES DONE BY OUT OF STATE VISITORS WERE: SEA WORLD DRIVING ON THE BEACH MAGIC KINGDOM UNIVERSAL STUDIOS DAYTONA DOG RACES MGM STUDIOS MUSEUM PONCE LIGHTHOUSE KENNEDY SPACE CENTER ANIMAL KINGDOM FLEA MARKET VOLUSIA MALL GOLF BUSINESS/MEETINGS ST. AUGUSTINE EPCOT MINIATURE GOLF OCEAN WALK SPEEDWAY BIKE WEEK ACTIVITIES VISITING FAMILY/FRIENDS IN THE AREA WALKING ON THE BEACH Trace 3 4 6 6 7 7 3 4 4 4 5 7 7 3 36 4 6 8 % of the out of state visitors would recommend Daytona Beach to others. 58% of the out of state visitors to complete the survey were male, 44% were female. 83 OCCUPATION OF THE PRIMARY WAGE EARNER OF OUT OF STATE VISITORS' HOUSEHOLD IS: CLERICAL REFUSED MID-RANGE WHITE COLLAR RETIRED SKILLED LABOR PROFESSIONAL/ SELF-EMPLOYED 9 3 5 4 6 8 Out of state visitors were an average of 57 years old. 85% of out of state visitors were married, and 5% were single.

OUT OF STATE VISITOR'S ESTIMATED ANNUAL INCOME FROM ALL SOURCES BEFORE TAXES WAS: OVER $, $9, - $, $8, - $9, $7, - $8, $6, - $7, $5, - $6, $4, - $5, $3, - $4, $, - $3, $, - $, UNDER $, REFUSED 4 4 4 4 7 4 4 6 8 MEAN INCOME: $65, THE RACIAL/ETHNIC GROUP FOR OUT OF STATE VISITORS IS: NATIVE AMERICAN ASIAN/PACIFIC ISLANDER 3 HISPANIC 8 BLACK/AFRICAN AMERICAN CAUCASIAN 77 4 6 8

FLORIDA VISITORS March, 6 Daytona Beach Visitor Profile For 35% of the visitors from Florida, this last visit was their first ever to the Daytona Beach Resort Area. 9% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight or longer more than once during the past five years. 47% of the repeat visitors from Florida have stayed in the same lodging before. REASONS FOR FLORIDA RESIDENTS TO CHOOSE DAYTONA BEACH WERE: CLOSE PROXIMITY TO MAJOR ATTRACTION FISHING SPORTS TOURNAMENTS - VARIOUS GOLF TIMESHARE DEAL MEETING/CONVENTION SPRING BREAK BUSINESS PERSONAL EVENT/OTHER WEATHER SPEEDWAY BIKE WEEK FAMILY/FRIENDS IN THE AREA BEACH BEEN TO DAYTONA BEACH BEFORE CLOSE TO HOME 3 3 3 5 9 6 3 36 4 4 6 8 49 6 84 VISITORS FROM FLORIDA REMEMBER SEEING ADS FOR DAYTONA BEACH IN/ON: BILLBOARDS TELEVISION NEWSPAPERS MAGAZINES BROCHURES SAW NO ADS INTERNET 9 53 55 4 6 8 3

6% of the visitors from Florida asked for information before coming. 57% of the visitors from Florida used the Internet to plan their trip to Daytona Beach. 5% of the visitors from Florida used the Internet to choose a place to stay. 5% of the visitors from Florida used the Internet to make reservations. 54% of the visitors from Florida used the Internet for other purposes regarding this trip to Daytona Beach such as: finding general information about the area, lodging information/reservations, and/or traveling directions/maps. TRAVEL WEBSITES USED BY VISITORS FROM FLORIDA: CHEAP FLIGHTS KAYAK YAHOO TRAVEL ORBITZ PRICELINE NONE EXPEDIA TRIP ADVISOR TRAVELOCITY GOOGLE 4 7 3 4 35 4 4 49 4 6 8 VISITORS FROM FLORIDA USED TRAVEL WEBSITES FOR: BUY PACKAGES 5 FIND PACKAGES BOOK AIRLINE FLIGHTS 5 RESEARCH FLIGHTS AND PRICES BOOK HOTELS RESEARCH HOTELS 7 74 76 4 6 8 4

TRAVEL WEBSITES USED BY VISITORS FROM FLORIDA FOR HOTELS: TRAVEL.COM KAYAK HOTWIRE PRICELINE YAHOO ORBITZ HOTELS.COM EXPEDIA TRAVELOCITY GOOGLE TRIP ADVISOR VARIOUS HOTEL CHAINS 4 4 8 4 3 33 39 44 44 4 6 8 TRAVEL WEBSITES USED BY VISITORS FROM FLORIDA FOR AIRLINES: DELTA 38 ANY/ALL OUT OF THEIR AREA 45 4 6 8 63% of the visitors from Florida are on Facebook o 99% use Facebook to let friends know what is new, 98% to see what is new with their friends, and 8% to talk about activities/vacations. % of the visitors from Florida use Twitter. 5

64% of the visitors from Florida take more than one vacation per year. VISITORS FROM FLORIDA WHO TAKE MORE THAN ONE VACATION PER YEAR, GO IN: 89 8 6 7 63 49 4 SUMMER SPRING WINTER FALL VISITORS FROM FLORIDA WHO TAKE MORE THAN ONE VACATION PER YEAR ALSO VACATION IN: MEXICO HAWAII SE IN GENERAL (GA, SC, NC, ETC.) CA/AZ OTHER AREAS OUTSIDE THE USA MOUNTAINS IN GENERAL NE IN GENERAL (NY, NEW ENGLAND, ETC.) OTHER AREAS IN THE USA CARIBBEAN BEACHES IN GENERAL NO USUAL DESTINATION FLORIDA IN GENERAL 5 6 3 38 39 8 95 4 6 8 77% of the visitors from Florida have taken another warm weather vacation in the past five years. 6

VISITORS FROM FLORIDA WHO HAVE TAKEN ANOTHER WARM WEATHER VACATION IN THE PAST 5 YEARS ALSO VACATION IN: MYRTLE BEACH MEXICO HAWAII CALIFORNIA OTHER AREAS OUTSIDE THE USA CARIBBEAN OTHER AREAS INSIDE THE USA FLORIDA 3 6 53 55 4 6 8 THE DECISION TO VISIT DAYTONA BEACH FOR VISITORS FROM FLORIDA WAS MADE BY: HUSBAND WIFE FAMILY 5 7 SELF(SINGLE) FRIENDS 4 HUSBAND AND WIFE 5 4 6 8 7

VISITORS FROM FLORIDA SAID THEIR VACATION WAS FOR: 8 6 54 4 3 4 9 HUSBAND AND WIFE FRIENDS SELF(SINGLE) FAMILY THE MOST CONVENIENT/ONLY TIME VISITORS FROM FLORIDA VACATION, IS IN: 88 8 6 4 3 9 6 6 DOESN'T MATTER SUMMER SPRING WINTER FALL The average party size for visitors from Florida was.6. 7% of visitors from Florida traveled with children age and younger. 9% of the visitors from Florida traveled with teenagers. 8

54% traveled with friends/relatives; 59% met friends/relatives in Daytona Beach. Visitors from Florida said additional reasons to take a trip are: 7% said government/ company business, 9% said convention/trade show, and 39% said to meet a cruise. 8% of the visitors from Florida traveled by auto and % by motorcycle. THE MAIN DESTINATION FOR VISITORS FROM FLORIDA WAS: DAYTONA BEACH 4 6 8 The average number of days visitors from Florida spent away from home was 3.6. The average number of days spent in Daytona Beach was 3.6. The average amount of money spent in Daytona Beach per day, without lodging, by visitors from Florida immediate party was about $8. 75% of visitors from Florida made advanced reservations, with the average time in advance being about seven to eight weeks. 4% of visitors from Florida did not use a professional travel service. o 5% used an Internet travel service. o 4% used a travel agent. o % used an auto club. o % used a timeshare. 9

Satisfaction with Daytona Beach VISITORS FROM FLORIDA FOUND DAYTONA BEACH TO BE: MORE EXPENSIVE 5 LESS EXPENSIVE 8 ABOUT WHAT I EXPECTED 87 4 6 8 While in Daytona Beach, 5% of the visitors from Florida took advantage of a room with a kitchenette. % of the visitors from Florida paid the fee to drive or park on the beach. % of visitors from Florida paid the fee to park in the parking garage. VISITORS FROM FLORIDA SAID THAT DAYTONA BEACH WAS: IMPORTANT FOR PLAYING GOLF 8 THE IDEAL VACATION DESTINATION FOR A FAMILY A FAMILY ORIENTED AREA 9 89 FULL OF ACTIVITIES/THINGS TO DO A GOOD VALUE FOR THE MONEY SPENT CLEAN AND BEAUTIFUL EASY ACCESS TO THE BEACH FROM MY HOTEL 96 97 97 4 6 8

IN DECIDING ON DAYTONA BEACH, VISITORS FROM FLORIDA SAID: BEING NEAR TOURIST ATTRACTIONS WAS IMPORTANT BEING ABLE TO DRIVE ON THE BEACH WAS IMPORTANT THE BEACH WOULD BE MORE ENJOYABLE WITHOUT CARS ON IT 57 BEING WITHIN A DAYS TRAVEL WAS IMPORTANT 4 6 8 VISITORS FROM FLORIDA SAID THAT DAYTONA BEACH WAS: HIGHLY RECOMMENDED BY FRIENDS BEFORE I CAME 55 A GOOD PLACE TO GET SOME PEACE AND QUIET 9 SO ENJOYABLE I'LL DEFINITELY RETURN 99 VERY WELCOMING TO TOURISTS AND VISITORS 4 6 8

ON PLEASURE TRIPS VISITORS FROM FLORIDA: PAID ADMISSION FEES AT OTHER BEACH OFTEN TRAVEL WITH CHILDREN USUALLY PLAY GOLF HAVE PAID TO PARK NEAR THE BEACH AT OTHER REALLY STICK TO A BUDGET WHEN EATING OUT PREFER THE MORE ECONOMICAL HOTELS/MOTELS REALLY LIKE TO RETURN TO FAMILIAR PLACES GENERALLY PREFER BEACH DESTINATIONS OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT LOOK FOR ESCAPE, RELAXATION, CHANGE OF 5 8 5 4 4 43 44 6 96 99 4 6 8 Magazines received and read by members of visitors from Florida households are: 58% No magazines 9% Modern Maturity % AAA Magazine 8% Biker Magazine various 5% Southern Living 9% Readers Digest 7% Family Circle 7% Golf magazines various 6% Car Magazines - various 6% Sports Illustrated 5% National Geographic 5% People Magazine 5% Various others 4% Better Homes & Garden 4% Ladies Home Journal 4% Time 4% US News & World Reports % Good Housekeeping % Boating Magazines % Fishing magazines various TV Guide

ACTIVITIES DONE BY VISITORS FROM FLORIDA WERE: DAYTONA DOG RACES DRIVING ON THE BEACH MUSEUM GOLF PONCE INLET LIGHTHOUSE VOLUSIA MALL MINIATURE GOLF FLEA MARKET OCEAN WALK SPEEDWAY BUSINESS MEETINGS BIKE WEEK ACTIVITIES VISITING FAMILY/FRIENDS IN THE AREA WALKING ON THE BEACH 6 8 8 8 8 4 6 3 3 39 4 4 6 8 8 % of the visitors from Florida would recommend Daytona Beach to others. 57% of the visitors from Florida to complete the survey were male, 43% were female. OCCUPATION OF THE PRIMARY WAGE EARNER OF VISITORS' FROM FLORIDA HOUSEHOLD IS: CLERICAL REFUSED 7 PROFESSIONAL/ SELF-EMPLOYED SKILLED LABOR RETIRED MID-RANGE WHITE COLLAR 7 4 9 4 6 8 Visitors from Florida were an average of 55 years old. 73% of visitors from Florida were married, and 7% were single. 3

VISITOR'S FORM FLORIDA ESTIMATED ANNUAL INCOME FROM ALL SOURCES BEFORE TAXES WAS: OVER $, $9, - $, $8, - $9, $7, - $8, $6, - $7, $5, - $6, $4, - $5, $3, - $4, $, - $3, $, - $, UNDER $, REFUSED 3 6 43 4 6 8 MEAN INCOME: $63, THE RACIAL/ETHNIC GROUP FOR VISITORS FROM FLORIDA IS: NATIVE AMERICAN ASIAN/PACIFIC ISLANDER BLACK/AFRICAN AMERICAN 9 HISPANIC CAUCASIAN 78 4 6 8 4

MARCH 6 DAYTONA BEACH POINTS OF ORIGIN 8% Florida 7% Georgia 7% New York 7% Ohio 4% Illinois 4% North Carolina 3% Indiana 3% Michigan 3% Pennsylvania % Kentucky % New Jersey % South Carolina % Tennessee % California % Connecticut % Massachusetts % Texas % Virginia Alabama Alaska Arizona Arkansas Colorado D.C. Delaware Iowa Louisiana Maine Maryland Minnesota Mississippi Missouri Nebraska Nevada New Hampshire Oklahoma Rhode Island Utah Vermont Washington West Virginia Wisconsin TOTAL U.S.A. 83% CANADA (% of the total) 6% Ontario 3% Quebec Alberta British Columbia Manitoba New Brunswick Newfoundland Nova Scotia Prince Edward Island Saskatchewan FOREIGN (7% of the total) 4% United Kingdom/England % Germany France Belgium Italy Netherlands Norway Spain Sweden Switzerland FLORIDA VISITORS (by percent of Florida total) 9% Orlando, Daytona Beach, Melbourne, Leesburg, Ocala 5% Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven % Jacksonville % Miami, Fort Lauderdale, The Keys % West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton 5% Gainesville 4% Fort Myers, Naples % Tallahassee Panama City Pensacola, Fort Walton Beach 5