DAYTONA BEACH VISITOR PROFILE

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

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

OUT OF STATE VISITORS April, 6 Daytona Beach Visitor Profile For 39% of the out of state visitors, this was their first visit ever to the Daytona Beach Resort Area. 89% 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. 55% 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: SPRING BREAK GOLF STOP OVER/ GOING ELSEWHERE MEETING/CONVENTION COMPETITIVE ARTS TIMESHARE DEAL SPEEDWAY BUSINESS CLOSE TO MAJOR ATTRACTIONS PERSONAL EVENT/OTHER CLOSE TO HOME FAMILY/FRIENDS IN THE AREA WEATHER BEEN TO DAYTONA BEACH BEFORE BEACH 8 8 8 9 9 3 4 5 4 7 73 OUT OF STATE VISITORS REMEMBER SEEING ADS FOR DAYTONA BEACH IN/ON: 79 BILLBOARDS NEWSPAPERS TELEVISION 7 8 MAGAZINES BROCHURES SAW NO ADS 3 5 9 INTERNET 69

5% of the out of state visitors asked for information before coming. 69% used the Internet to plan their trip to Daytona Beach. 6% used the Internet to choose a place to stay. 55% used the Internet to make reservations. 7% 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. TRAVEL WEBSITES USED BY OUT OF STATE VISITORS: CHEAP FLIGHTS ORBITZ PRICELINE HOTELS.COM KAYAK NONE YAHOO TRAVEL EXPEDIA TRAVELOCITY GOOGLE TRIP ADVISOR 3 4 7 7 4 4 8 44 44 45 46 OUT OF STATE VISITORS USED TRAVEL WEBSITES FOR: BUY PACKAGES FIND PACKAGES BOOK AIRLINE FLIGHTS BOOK HOTELS RESEARCH FLIGHTS AND PRICES RESEARCH HOTELS 8 58 6 66 7

TRAVEL WEBSITES USED BY OUT OF STATE VISITORS FOR HOTELS: TRAVEL.COM KAYAK YAHOO TRAVEL HOTWIRE PRICELINE ORBITZ HOTELS.COM EXPEDIA GOOGLE TRAVELOCITY VARIOUS HOTEL CHAINS TRIP ADVISOR 3 3 3 4 5 8 3 33 39 4 47 TRAVEL WEBSITES USED BY OUT OF STATE VISITORS FOR AIRLINES: SOUTWEST US AIR 8 DELTA 7 ANY/ALL OUT OF THEIR AREA 5 69% of the out of state visitors are on Facebook o 99% use Facebook to let friends know what is new, 99% to see what is new with their friends, and 95% to talk about activities/vacations. 9% of the out of state visitors use Twitter. 65% of the out of state visitors take more than one vacation per year. 3

OUT OF STATE VISITORS WHO TAKE MORE THAN ONE VACATION PER YEAR, GO IN: 8 84 8 6 4 59 4 SPRING SUMMER WINTER FALL OUT OF STATE VISITORS WHO TAKE MORE THAN ONE VACATION PER YEAR ALSO VACATION IN: WEST IN GENERAL (EXC. CA/AZ) HAWAII CA/AZ OTHER AREAS OUTSIDE THE USA MOUNTAINS IN GENERAL N.E. IN GENERAL (NY,NJ,NEW S.E. IN GENERAL (GA,SC,NC,ETC.) CARIBBEAN BEACHES IN GENERAL OTHER AREAS INSIDE THE USA NO USUAL DESTINATION FLORIDA IN GENERAL 4 4 5 6 4 8 39 68 83 4

84% of the out of state visitors have taken another warm weather vacation in the past five years. OUT OF STATE VISITORS WHO HAVE TAKEN ANOTHER WARM WEATHER VACATION IN THE PAST 5 YEARS ALSO VACATION IN: MEXICO MYRTLE BEACH HAWAII OTHER AREAS OUTSIDE THE USA CALIFORNIA CARIBBEAN OTHER AREAS INSIDE THE USA FLORIDA 8 5 4 76 97 THE DECISION TO VISIT DAYTONA BEACH FOR OUT OF STATE VISITORS WAS MADE BY: HUSBAND WIFE 3 SELF(SINGLE) FAMILY FRIENDS 6 9 HUSBAND AND WIFE 5 5

OUT OF STATE VISITORS SAID THEIR VACATION WAS FOR: 8 6 4 44 9 9 8 HUSBAND AND WIFE FAMILY FRIENDS SELF(SINGLE) THE MOST CONVENIENT/ONLY TIME OUT OF STATE VISITORS VACATION, IS IN: 8 69 6 4 54 46 DOESN'T MATTER 9 SPRING SUMMER WINTER FALL 3 The average party size for out of state visitors was 3.. 8% of out of state visitors traveled with children age and younger. % of out of state visitors traveled with teenagers. 6

38% traveled with friends/relatives; 43% met friends/relatives in Daytona Beach. Out of state visitors said additional reasons to take a trip are: 7% said government/ company business, % said convention/trade show, and 3% said to meet a cruise. 3% of out of state visitors traveled by air, and 7% by auto. For those out of state visitors that traveled by air: o 6% landed in Daytona Beach. o 36% landed in Orlando/Sanford. o % landed elsewhere. % 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 FLORIDA IN GENERAL 6 6 9 DAYTONA BEACH 78 The average number of days out of state visitors spent away from home was 6.9. The average number of days spent in Daytona Beach was 5.. The average amount of money spent in Daytona Beach per day, without lodging, by out of state visitors immediate party was about $5. 9% of the out of state visitors made advanced reservations, with the average time in advance being between one to two months. % of out of state visitors did not use a professional travel service. o 7% used an Internet travel service. o 6% used a travel agent. o % used an auto club. o % used a time share. 7

Satisfaction with Daytona Beach OUT OF STATE VISITORS FOUND DAYTONA BEACH TO BE: MORE EXPENSIVE LESS EXPENSIVE ABOUT WHAT I EXPECTED 89 While in Daytona Beach, 5% of the out of state visitors took advantage of a room with a kitchenette. % of the out of state visitors paid the fee to drive or park on the beach. 7% 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 5 FULL OF ACTIVITIES/THINGS TO DO THE IDEAL VACATION DESTINATION FOR A FAMILY A FAMILY ORIENTED AREA CLEAN AND BEAUTIFUL A GOOD VALUE FOR THE MONEY SPENT EASY ACCESS TO THE BEACH FROM MY HOTEL 96 97 97 98 99 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 BEING WITHIN A DAYS TRAVEL WAS IMPORTANT 73 THE BEACH WOULD BE MORE ENJOYABLE WITHOUT CARS ON IT 87 OUT OF STATE VISITORS SAID THAT DAYTONA BEACH WAS: HIGHLY RECOMMENDED BY FRIENDS BEFORE I CAME 76 A GOOD PLACE TO GET SOME PEACE AND QUIET 86 SO ENJOYABLE I'LL DEFINITELY RETURN 99 VERY WELCOMING TO TOURISTS AND VISITORS 9

ON PLEASURE TRIPS OUT OF STATE VISITORS: PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS OFTEN TRAVEL WITH CHILDREN USUALY PLAY GOLF REALLY LIKE TO RETURN TO FAMILIAR PLACES HAVE PAID TO PARK NEAR THE BEACH AT OTHER DESTINATIONS REALLY STICK TO A BUDGET WHEN EATING OUT PREFER THE MORE ECONOMICAL HOTELS/MOTELS GENERALLY PREFER BEACH DESTINATIONS OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY DESTINATION LOOK FOR ESCAPE, RELAXATION, CHANGE OF SCENERY, EDUCATIONAL ASPECTS 9 4 44 47 49 69 9 99 Magazines received and read by members of out of state visitors households are: 59% No magazines 3% AAA Magazine 5% Modern Maturity 8% Southern Living % Golf magazines - various % Sports Illustrated 9% Readers Digest 8% People Magazine 7% US News & World Report 6% Family Circle 6% Ladies Home Journal 5% National Geographic 5% Time 4% Various others 3% Better Homes & Garden 3% Good Housekeeping % Fishing magazines - various

ACTIVITIES DONE BY OUT OF STATE VISITORS WERE: SEA WORLD DRIVING ON THE BEACH MAGIC KINGDOM UNIVERSAL STUDIOS MGM STUDIOS DAYTONA DOG RACES KENNEDY SPACE CENTER ANIMAL KINGDOM MUSEUM PONCE INLET LIGHTHOUSE PLAYED GOLF ST. AUGUSTINE EPCOT FLEA MARKET SPEEDWAY VOLUSIA MALL BUSINESS/MEETINGS OCEAN WALK MINIATURE GOLF VISITING FAMILY/FRIENDS IN THE AREA WALKING ON THE BEACH 3 4 4 5 6 7 8 3 4 4 7 8 % of the out of state visitors would recommend Daytona Beach to others. 5% of the out of state visitors to complete the survey were female, 48% were male. OCCUPATION OF THE PRIMARY WAGE EARNER OF OUT OF STATE VISITORS' HOUSEHOLD IS: 4 97 CLERICAL REFUSED SKILLED LABOR MID-RANGE WHITE COLLAR PROFESSIONAL/ SELF-EMPLOYED RETIRED 3 8 5 Out of state visitors were an average of 56 years old. 8% of out of state visitors were married, and % 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 3 3 6 9 44 MEAN INCOME: $65, THE RACIAL/ETHNIC GROUP FOR OUT OF STATE VISITORS IS: NATIVE AMERICAN ASIAN/PACIFIC ISLANDER HISPANIC 8 BLACK/AFRICAN AMERICAN CAUCASIAN 8

FLORIDA VISITORS April, 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. 93% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight or longer more than once during the past five years. 48% of the repeat visitors from Florida have stayed in the same lodging before. REASONS FOR FLORIDA RESIDENTS TO CHOOSE DAYTONA BEACH WERE: SPRING BREAK CLOSE TO MAJOR ATTRACTIONS FISHING SPEEDWAY TIMESHARE DEAL COMPETITIVE ARTS PERSONAL EVENT/OTHER GOLF MEETING/CONVENTION BUSINESS WEATHER FAMILY/FRIENDS IN THE AREA BEACH BEEN TO DAYTONA BEACH BEFORE CLOSE TO HOME 5 6 4 5 9 8 3 38 4 VISITORS FROM FLORIDA REMEMBER SEEING ADS FOR DAYTONA BEACH IN/ON: 65 88 BILLBOARDS TELEVISION 4 NEWSPAPERS MAGAZINES 9 9 BROCHURES SAW NO ADS 47 INTERNET 7 3

33% of the visitors from Florida asked for information before coming. 64% of the visitors from Florida used the Internet to plan their trip to Daytona Beach. 58% 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. 69% 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: TRAVEL.COM CHEAP FLIGHTS PRICELINE KAYAK YAHOO TRAVEL ORBITZ NONE TRAVELOCITY EXPEDIA TRIP ADVISOR GOOGLE 3 4 6 7 3 38 4 46 56 VISITORS FROM FLORIDA USED TRAVEL WEBSITES FOR: BUY PACKAGES FIND PACKAGES BOOK AIRLINE FLIGHTS BOOK HOTELS RESEARCH FLIGHTS AND PRICES RESEARCH HOTELS 4 8 58 6 68 7 4

TRAVEL WEBSITES USED BY VISITORS FROM FLORIDA FOR HOTELS: YAHOO TRAVEL TRAVEL.COM KAYAK HOTWIRE PRICELINE ORBITZ HOTELS.COM TRAVELOCITY GOOGLE EXPEDIA VARIOUS HOTEL CHAINS TRIP ADVISOR 3 3 7 5 6 9 3 3 33 5 55 TRAVEL WEBSITES USED BY VISITORS FROM FLORIDA FOR AIRLINES: DELTA 4 ANY/ALL OUT OF THEIR AREA 48 65% of the visitors from Florida are on Facebook o 99% use Facebook to let friends know what is new, 99% to see what is new with their friends, and 97% to talk about activities/vacations. 8% of the visitors from Florida use Twitter. 5

66% 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: 94 8 76 64 6 45 4 SUMMER SPRING WINTER FALL VISITORS FROM FLORIDA WHO TAKE MORE THAN ONE VACATION PER YEAR ALSO VACATION IN: MEXICO CA/AZ OTHER AREAS OUTSIDE THE USA N.E. IN GENERAL (NY, NJ, ETC.) HAWAII MOUNTAINS IN GENERAL S.E. IN GENERAL (GA,SC,NC, ETC.) OTHER AREAS INSIDE THE USA BEACHES IN GENERAL CARIBBEAN NO USUAL DESTINATION FLORIDA IN GENERAL 4 6 8 9 33 39 4 78 98 6

84% of the visitors from Florida have taken another warm weather vacation in the past five years. VISITORS FROM FLORIDA WHO HAVE TAKEN ANOTHER WARM WEATHER VACATION IN THE PAST 5 YEARS ALSO VACATION IN: MEXICO MYRTLE BEACH HAWAII OTHER AREAS OUTSIDE THE USA CALIFORNIA CARIBBEAN OTHER AREAS INSIDE THE USA FLORIDA 3 3 9 35 59 THE DECISION TO VISIT DAYTONA BEACH FOR VISITORS FROM FLORIDA WAS MADE BY: HUSBAND WIFE 6 FAMILY FRIENDS SELF(SINGLE) 5 8 8 HUSBAND AND WIFE 4 7

VISITORS FROM FLORIDA SAID THEIR VACATION WAS FOR: 8 6 4 47 7 6 HUSBAND AND WIFE FAMILY FRIENDS SELF(SINGLE) THE MOST CONVENIENT/ONLY TIME VISITORS FROM FLORIDA VACATION, IS IN: 88 8 6 4 38 3 3 9 DOESN'T MATTER SUMMER SPRING WINTER FALL The average party size for visitors from Florida was 3.. 8% of the visitors from Florida traveled with children age and younger. % of the visitors from Florida traveled with teenagers. 8

49% traveled with friends/relatives; 53% met friends/relatives in Daytona Beach. Visitors from Florida said additional reasons to take a trip are: 36% said government/ company business, 3% said convention/trade show, and 43% said to meet a cruise. All of the visitors from Florida traveled by auto. THE MAIN DESTINATION FOR VISITORS FROM FLORIDA WAS: DAYTONA BEACH The average number of days visitors from Florida spent away from home was 3.. The average number of days spent in Daytona Beach was 3.. The average amount of money spent in Daytona Beach per day, without lodging, by visitors from Florida immediate party was about $5. 77% of visitors from Florida made advanced reservations, with the average time in advance being about month. 4% of visitors from Florida did not use a professional travel service. o 53% used an Internet travel service. o 5% used a Travel Agent. o % used an auto club. o % used a time share. 9

Satisfaction with Daytona Beach VISITORS FROM FLORIDA FOUND DAYTONA BEACH TO BE: MORE EXPENSIVE LESS EXPENSIVE 6 ABOUT WHAT I EXPECTED 88 While in Daytona Beach, 47% of the visitors from Florida took advantage of a room with a kitchenette. % of visitors from Florida paid the fee to drive or park on the beach. 7% of the visitors from Florida paid the fee to park in the parking garage. VISITORS FROM FLORIDA SAID THAT DAYTONA BEACH WAS: IMPORTANT FOR PLAYING GOLF 9 THE IDEAL VACATION DESTINATION FOR A FAMILY A FAMILY ORIENTED AREA FULL OF ACTIVITIES/THINGS TO DO CLEAN AND BEAUTIFUL A GOOD VALUE FOR THE MONEY SPENT EASY ACCESS TO THE BEACH FROM MY HOTEL 96 96 98 98 98

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 68 BEING WITHIN A DAYS TRAVEL WAS IMPORTANT VISITORS FROM FLORIDA SAID THAT DAYTONA BEACH WAS: HIGHLY RECOMMENDED BY FRIENDS BEFORE I CAME 59 A GOOD PLACE TO GET SOME PEACE AND QUIET 99 SO ENJOYABLE I'LL DEFINITELY RETURN 99 VERY WELCOMING TO TOURISTS AND VISITORS

ON PLEASURE TRIPS VISITORS FROM FLORIDA: HAVE PAID TO PARK NEAR THE BEACH AT OTHER PAID ADMISSION FEES AT OTHER BEACH OFTEN TRAVEL WITH CHILDREN 5 9 USUALLY PLAY GOLF REALLY STICK TO A BUDGET WHEN EATING OUT REALLY LIKE TO RETURN TO FAMILIAR PLACES PREFER THE MORE ECONOMICAL HOTELS/MOTELS GENERALLY PREFER BEACH DESTINATIONS OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT LOOK FOR ESCAPE, RELAXATION, CHANGE OF 3 48 49 5 64 97 Magazines received and read by members of visitors from Florida households are: 57% No magazines 3% Modern Maturity 6% AAA Magazine % Southern Living 4% Readers Digest % Golf magazines - various 9% People Magazine 6% Sports Illustrated 5% Ladies Home Journal 5% National Geographic 5% Various others 4% Better Homes & Garden 4% Time 3% Good Housekeeping 3% US News & World Report Tr. TV Guide

ACTIVITIES DONE BY VISITORS FROM FLORIDA WERE: ST. AUGUSTINE KENNEDY SPACE CENTER DRIVING ON THE BEACH DAYTONA DOG RACE MUSEUM VOLUSIA MALL PONCE INLET LIHTHOUSE SPEEDWAY PLAYED GOLF FLEA MARKET OCEAN WALK MINIATURE GOLF BUSINESS MEETINGS VISITING FAMILY MEMBERS WALKING ON THE BEACH 4 6 6 7 9 5 6 3 43 95 % of the visitors from Florida would recommend Daytona Beach to others. 49% of the visitors from Florida to complete the survey were male, 5% were female. OCCUPATION OF THE PRIMARY WAGE EARNER OF VISITORS' FROM FLORIDA HOUSEHOLD IS: CLERICAL REFUSED SKILLED LABOR PROFESSIONAL/ SELF-EMPLOYED MID-RANGE WHITE COLLAR RETIRED 7 9 6 6 3

Visitors from Florida were an average of 56 years old. 75% of visitors from Florida were married, and 5% were single. VISITOR'S FROM 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 6 7 7 36 MEAN INCOME: $6, THE RACIAL/ETHNIC GROUP FOR VISITORS FROM FLORIDA IS: NATIVE AMERICAN ASIAN/PACIFIC ISLANDER BLACK/AFRICAN AMERICAN 8 HISPANIC 3 CAUCASIAN 77 4

APRIL 6 DAYTONA BEACH POINTS OF ORIGIN 3% Florida % Georgia 8% New York 8% Ohio 5% North Carolina 4% Michigan 3% Illinois 3% Indiana 3% Pennsylvania 3% South Carolina 3% Tennessee % Kentucky % Texas % California % Massachusetts % New Hampshire TOTAL U.S.A. 85% % New Jersey % Virginia Tr. Alabama Tr. Arizona Tr. Arkansas Tr. Colorado Tr. Connecticut Tr. D. C. Tr. Delaware Tr. Iowa Tr. Kansas Tr. Louisiana Tr. Maine Tr. Maryland Tr. Minnesota Tr. Missouri Tr. Nevada Tr. New Hampshire Tr. Oklahoma Tr. Oregon Tr. Rhode Island Tr. South Dakota Tr. Utah Tr. Washington Tr. West Virginia Tr. Wisconsin CANADA (9% of the total) 5% Ontario % Quebec Tr. Manitoba Tr. Alberta Tr. British Columbia Tr. New Brunswick Tr. Newfoundland Tr. Prince Edward Island Tr. Saskatchewan Tr. Nova Scotia FOREIGN (6% of the total) 3% United Kingdom % Germany Tr. China Tr. France Tr. Italy Tr. Netherlands Tr. Norway Tr. Switzerland Tr. Spain Tr. Sweden Tr. Russia FLORIDA VISITORS (by percent of Florida total) 3% Orlando, Daytona Beach, Melbourne, Leesburg, Ocala 6% Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven % Jacksonville % Miami, Fort Lauderdale, The Keys 9% West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton 7% Gainesville 3% Fort Myers, Naples % Tallahassee Tr. Panama City Tr. Pensacola 5