Myrtle Beach 2010 Conversion Study April 2011 Prepared by
Myrtle Beach Area 2010 Conversion Study Objectives: Determine the conversion rate for those exposed to Myrtle Beach marketing efforts How effective have our marketing efforts been in turning potential visitors into actual visitors, and how does the online channel contribute? Determine the revenue our conversion efforts generated Who spent what and where - what was the average spend per vacationing group, where did they spend it, and how much overall revenue was generated? Revisit our Net Promoter Score Does the Myrtle Beach experience continue to generate word-of-mouth recommendations? Assess the use and usefulness of the Internet in general and VisitMyrtleBeach.com in particular Examine party composition, visitor types, trip duration and activity participation 2
Methodology Who we talked to: The Myrtle Beach Area Chamber of Commerce provided us with a random list of Inquirer names people who had inquired about vacationing at Myrtle Beach. We looked at two different groups: Internet Inquirers people who inquired through the website or various other online channels (website survey, leaving email address, etc.) Telephone Inquirers people who called us up inquiring about Myrtle Beach N-size Margin of Error Total completes: 3,917 1.6% Internet Inquirer completes: 2,414 2.0% Phone Inquirer completes: 369 5.1% Other (e.g., web users, e-newsletter subscribers): 1,134 2.9% Respondents were surveyed between January 19 February 4, 2011. 3
Summary of Key Findings Key Finding The Internet is by far the most useful trip-planning tool, and among website inquirers, conversions are slightly higher. Nearly 9 out of 10 converts found the Internet highly useful as a tool to plan their Myrtle Beach stay. Four out of five Converts who use the Internet in planning, use VisitMyrtleBeach.com at some point in the process (83%). 4
Summary of Key Findings Key Finding Our Net Promoter Score, at 85%, demonstrates considerable word-of-mouth equity for the Myrtle Beach area A significant majority of Myrtle Beach vacationers highly recommend us. What are we doing to leverage this outstanding word-of-mouth? 5
Summary of Key Findings Key Finding Our marketing efforts are increasingly successful in generating and converting leads The conversion rate is an estimated 66% among web site visitors, resulting in an estimated 1,091,711 travel parties in 2010. Among Converts, 55% were Repeat Converts, and 33% were New Converts visiting the Myrtle Beach area for the first time ever in 2010. When including lapsed visitors those who have not been since 2005 this climbs to 45% 6
Summary of Key Findings Key Finding We continue to see very high and encouraging returns on our marketing spend On average, guests spent $2,470 per group over the length of their Myrtle Beach stay that s an estimated $307 dollars of revenue per marketing dollar spent from converted site visitors alone. 7
Myrtle Beach Visitation 8
2010 Leisure Travelers The majority of Inquirers took a leisure trip in 2010. Among those who did not, many are planning a trip to Myrtle Beach in 2011. Took a Vacation in 2010 84% 82% of non-travelers are already planning or definitely considering a trip to Myrtle Beach in 2011 16% Yes No Base: Total Inquirers (N=3917) Q. Did you take a vacation in 2010? 9
Vacation Destinations While some visit multiple destinations over the year, for many, Myrtle Beach is their only vacation. Destinations Visited in 2010 Myrtle Beach Area Florida North Carolina Tennessee Virginia South Carolina (excluding Myrtle Beach area) New York California Georgia Pennsylvania Las Vegas, NV Maryland Massachusetts Michigan Missouri New Jersey Ohio 9% 8% 5% 5% 4% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 16% 64% Myrtle Beach Converts visited an average of 1.9 destinations 43% of Myrtle Beach visitors made that their only trip in 2010 Base: Took a vacation in 2010 (N=3295) Q. Where did you vacation in 2010? 10
Vacation Destinations - Non-Converts Florida remains the most popular destination for people we didn t convert after an inquiry. Destinations Visited by Non-Converts Florida North Carolina South Carolina (excluding Myrtle Beach area) Tennessee New York Virginia California Las Vegas, NV Ohio Pennsylvania Georgia Missouri New Jersey Base: Non-Converts; did not visit Myrtle Beach in 2010 (N=1020) 11% 11% 11% 6% 6% 5% 5% 5% 5% 4% 4% 4% 23% Q. Where did you vacation in 2010? 11
Likelihood of 2011 Myrtle Beach Visit Nearly a fifth of first-time Myrtle Beach visitors (new converts) are already making 2011 plans and almost half would definitely consider returning. Likelihood of Visiting Myrtle Beach in 2011 Total 15% 10% 46% 21% 6% 2% Converts 17% 11% 45% 18% 7% 2% New Converts 10% 7% 42% 26% 11% 4% Already made plans to visit Definitely would consider Probably would not consider In the process of finalizing plans to visit Probably would consider Definitely would not consider Base: Inquirers who took a vacation in 2010 (N=3295) Q. How likely are you to take a trip to the Myrtle Beach area for leisure in 2011? 12
Vacation Planning & Information Sources 13
Vacation Planning For most, planning begins 1-4 months out, with the average being approximately 3 months this is a considerable window of opportunity for engaging potential visitors. How far in advance did you plan for your trip? 27% 27% 30% 11% 5% Less than 2 weeks before 2-4 weeks before 1-2 months before 3-4 months before More than 4 months before Base: Converts; visited Myrtle Beach in 2010 (N=2275) Q. How far in advance did you begin planning your most recent trip to the Myrtle Beach area? 14
Information Source: Internet/Online The Internet is the most popular information source for trip planning. In particular, VisitMyrtleBeach.com is an outstanding resource for visitors it is used by 83% of people who are using the Internet to plan their Myrtle Beach vacation. Used the Internet in Planning Online Sources Used in Planning 70% VisitMyrtleBeach.com Destination sites (e.g., Chamber of Commerce) 49% 83% 88% Reach Search Engine Sites 48% Booking Engines (e.g.,travelocity, Orbitz) 19% Electronic Newsletters 6% Online Travel Agency Sites 6% Other 7% Base: Converts; visited Myrtle Beach in 2010 (N=2275) Base: Converts who used the Internet for planning (N=1600) Q. What sources did you use in planning your vacation to the Myrtle Beach area? Q. What type of online sources did you use in planning your vacation to the Myrtle Beach area? 15
Information Source: VisitMyrtleBeach.com Two-thirds of VisitMyrtleBeach.com visitors are finding us through our online efforts (search engine placements and web advertisements). Means of Finding VisitMyrtleBeach.com Search Engines (e.g., Google, MSN, Yahoo) 57% E-mail contained a link to VisitMyrtleBeach.com I typed in the Web address 16% 15% 67% I saw the web address in an advertisement 13% I have the address bookmarked in my favorites 11% Link found on another Web site 10% Other 2% Base: Used VisitMyrtleBeach.com in planning (N=1119) Q. How did you locate the VisitMyrtleBeach.com website? 16
Information Source: VisitMyrtleBeach.com Initial VisitMyrtleBeach.com visitation coincides with overall advance trip planning, demonstrating the site is an initial step in the planning process. Advance Visitation of VisitMyrtleBeach.com 32% 27% 27% 29% 29% 25% 11% 11% 4% 5% Less than 2 weeks before 2-4 weeks before 1-2 months before 3-4 months before More than 4 months before Overall Advance Trip Planning Advance Use of VisitMyrtleBeach.com Base: Used VisitMyrtleBeach.com in planning (N=1119) Q. How far in advance of your most recent trip to the Myrtle Beach area did you first go to the VisitMyrtleBeach.com Web site? 17
Net Promoter Score & Interest in Visiting 18
Net Promoter Score Index Explained How likely is it that you would recommend Myrtle Beach as a vacation place to your family/friends? The Net Promoter Score (NPS) is a brand in and of itself and correlates extremely highly with satisfaction but is a more sensitive measure to high and low scores. Recommendations are what every brand should aim for we need to set that bar. 68% 80% Total Proportion of Promoters = 80% (minus) Total Proportion of Detractors = 8% Net Promoter Score = 72 12% 8% 8% 4% 3% 3% 1% 0% 0% 0% 1% 10 - Extremely Likely 9 8 7 6 5 4 3 2 1 0 - Not at all likely Base: Took a vacation in 2010 (N=3295) 19
Net Promoter Score Index We have an outstanding Net Promoter Score 85% among Converts. This represents considerable word-of-mouth equity for the Myrtle Beach area. Likelihood to Recommend Myrtle Beach Net Promoter Score Index Total 80% 12% 8% 72 Converts 88% 9% 3% 85 New Converts 81% 13% 6% 75 Non-Converts 63% 20% 17% 46 Promoters (9-10) Passive (7-8) Detractors (0-6) Base: Took a vacation in 2010 (N=3295) Q. How likely is it that you would recommend each of the following areas as a vacation place to your family/friends: Myrtle Beach 20
Likelihood to Recommend Myrtle Beach ranks first in likelihood to recommend among competitive destinations. Likelihood to Recommend (Top-3-Box) Myrtle Beach area, SC 93% Nags Head/Outer Banks, NC 82% Orlando, FL 81% Hilton Head, SC 68% Gatlinburg/Pigeon Forge, TN 66% Charleston, SC 61% Virginia Beach, VA 55% Ocean City, MD 55% Base: Varies, based on those who have visited respective destinations. Q. How likely is it that you would recommend each of the following areas as a vacation place to your family/friends? 21
Myrtle Beach Website Traffic, Inquiries & Conversion Rates 22
Website and Phone Channels The vast majority of our market connects with us through VisitMyrtleBeach.com. Note that the next few slides pertaining to conversion are based on data from the website survey and VisitMyrtleBeach.com traffic metrics. 2010 Website Traffic & Phone Inquiries* 99% Website Traffic (4,648,000 visits)** 1% Phone Inquiries (53,446 calls) * Figures based on VisitMyrtleBeach.com traffic metrics and 2010 website survey respondents. 23
Conversion Calculation The conversion figures are calculated using industry standard weights. These factors were established to reconcile stated intention and actual behavior. Stated Intention Weight Definitely 80% Probably 20% Possibly 0% Definitely Not 0% These weights are applied to the intent-to-visit responses, providing more realistic and conservative results: Top-2-Box (I have made reservation/am planning to visit the Myrtle Beach area soon) I may be traveling soon and am considering Myrtle Beach as a possible destination I do not have plans to travel to Myrtle Beach anytime soon Original* Weight Result 77% 80% = 62% 20% 20% = 4% 3% 0% = 0% 66% Conversion Rate * Source: VisitMyrtleBeach.com website survey. Q. Which answer best describes your plans to visit the Myrtle Beach area for an upcoming vacation? 24
Myrtle Beach Visitor Spending Patterns The average party spent $2,470 in total accommodations were the largest single chunk at $604 ($105/night on average) Trip Expenditures Average Expenditure per Party Accommodations $604 Restaurants/ Groceries $513 Golf $74 Entertainment/ Attractions $372 Median Party Size: 4 people Avg. Length of Stay: 5.7 nights Shopping $444 Daily transportation (excluding rental car) $119 Rental car $69 Miscellaneous $276 Total Expenditure: $2,470 Base: Converts; visited Myrtle Beach in 2010 (N=2270) Q. Still thinking about your most recent leisure trip to the Myrtle Beach area, approximately how much did you spend on each of the following items per day: 25
Website Conversion Rate & Return The strong 66% conversion rate is based those who have planned, or are likely to plan, a trip to Myrtle Beach. 2010 Visitor Conversion & Marketing Return* Web Site Visits 4,648,000 Adjusted Web Site Visits 1 3,021,200 Conversion Rate 2 66% Converts 1,984,928 Spend Per Trip $2,470 Visitor Expenditures 3 $4,902,773,148 Total Marketing/Media Expenditure 4 $15,995,504 Revenue Per Marketing Dollar Spent $307 1. Adjusted Web Site Visits: Weighted down to 65% to adjust for repeat web site traffic, such as those viewing from multiple devices and/or locations over time. 2. Conversion Rate: Percentage of web site visitors who stated they have already made arrangements or are planning to visit Myrtle Beach. Weighted down for accuracy to 80% of top-2-box made reservations/planning to visit Myrtle Beach" and 20% of "considering Myrtle Beach." 3. Visitor Expenditures: Projection of average trip expenditure of what visitors spent during their stay on lodging, dining, shopping, entertainment, and transportation and the conversion rate of visitors to annual web site traffic. 4. Excluding Public Relations. * Figures based on VisitMyrtleBeach.com traffic metrics and 2010 website survey respondents. 26
Website Conversion Rate & Return by Visitor Type The impact of marketing can be categorized into different degrees by looking a visitor type. Repeat Converts are loyal to Myrtle Beach and thus marketing efforts largely serve to maintain and reinforce that loyalty. In the absence of destination loyalty, Lapsed and New Converts are more directly impacted by marketing. Distinguishing between these groups provides some insight to the amount of visitation we influence and the amount we actually create. 2010 Marketing Return by Visitor Type* Repeat Converts (visited 1-5 years ago) Lapsed Converts (visited 6+ years ago) New Converts (never visited before) Proportion of Converts 55% 12% 33% Travel Parties 1,091,711 238,191 655,026 Visitor Expenditures $2,696,525,231 $588,332,778 $1,617,915,139 Revenue Per Marketing Dollar Spent $169 $37 $101 * Figures based on VisitMyrtleBeach.com traffic metrics and 2010 website survey respondents. 27
By the numbers Three key performance indicators provide a really strong signal 66% Conversion rate among site visitors, with fully one-third being completely new converts $307 85 Revenue generated per dollar spent. $2,470 spent per party over the length of their stay. Myrtle Beach Net Promoter Score which is exceptionally high worth leveraging. 28
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% 69% 34% in 2010 40% 20% 35% 20% 7% 19% 29% 29% 21% 19% 20% 14% 20% 21% 12% 22% 21% 7% 39% 0% Q11. In the past 6 months, have you seen any advertising for the following destinations: Yes 29
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% 40% 20% 49% in 2010 28% in 2009 30% in 2010 15% in 2009 51% 35% 31% 28% 24% in 2010 9% in 2009 18% 12% 10% 8% 4% 5% 3% 0% Frequency (158) Q13. Please indicate which, if any, sources or types of information or ads you have seen about the Myrtle Beach area in the past 6 months: Among those who have seen advertising for Myrtle Beach in Q11 30
TV Spot 31
Myrtle Beach AAU Wave 2 2011, April 100% 80% 82% 80% 70% 67% Top 2 Box Bottom 2 Box 60% 44% 40% 30% 20% 3% 4% 8% 8% 0% Has good use of photography Shows something I like or can relate to Fits with what I know about the Myrtle Beach area Motivates me to visit the Myrtle Beach area for a vacation/leisure trip Had no idea the Myrtle beach area had so much to offer Q22. Please rate your level of agreement with each of the following statements based on the TV ad you just reviewed: 32
100% 40% in 2010 33% in 2009 Myrtle Beach AAU Wave 2 2011, April 80% 60% 64% 49% 45% 37% 40% 20% 0% 19% 19% 16% 11% 11% 4% 3% 3% 4% Frequency (408) Q15. Which of the following factors, if any, have impacted or might impact your leisure vacation plans in the next 6 months? 33
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% 4%/18% in 2009 10%/21% in 2010 40% 34% 26% 22% 20% 11% 7% Frequency (209) 0% Extremely Very Moderately Slightly Not at all Q18. How interested are you in visiting the Myrtle Beach area? Among those who have heard of Myrtle Beach in Q16 but have not visited 34
Myrtle Beach AAU Wave 2 2011, April 100% 80% 51% in 2009 48% in 2010 48% in 2009 42% in 2010 Top 2 Box Bottom 2 Box 60% 58% 57% 53% 53% 52% 47% 43% 42% 46% 40% 30% 20% 4% 6% 2% 5% 11% 9% 6% 11% 18% 13% 0% Myrtle Beach has clean sandy beaches Myrtle Beach is a good place for a spring getaway Myrtle Beach has plenty of activities for children Myrtle Beach is an affordable vacation destination Myrtle Beach is easy to get to when driving Myrtle Beach is a good place for a fall getaway Good overall value for the money Myrtle Beach is a good place for a holiday getaway Generally, it's a little too pricey for me In terms of cost, Myrtle Beach is out of my league Q21. Please rate your level of agreement with the following statements about the Myrtle Beach area: Among those who have heard of Myrtle Beach in Q16 35
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% Half of the market is about to plan for summer 40% 43% 37% Frequency (408) 20% 7% 10% 2% 0% 1 month or less 2-3 months 4-6 months 7-12 months Over a year Q33a. How far in advance do you typically begin planning a vacation or leisure trip? 36
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% 40% 20% 20% 18% 17% 15% 13% 12% 10% 10% 9% 8% 7% 4% 2% 1% 17% 5% 0% Q31. Which, if any, of the following are reasons why you wouldn't consider vacationing in the Myrtle Beach area in the next 6 months? Frequency (408) 37
Myrtle Beach AAU Wave 2 2011, April 100% Frequency (408) 80% 60% 40% 41% 27% 20% 10% 6% 6% 3% 2% 1% 1% 3% 0% Q22a. Which of the following travel offers/incentives would most motivate you to travel to the Myrtle Beach area? 38
Myrtle Beach AAU Wave 2 2011, April 100% 80% 60% 40% 34% 26% 39% 20% 14% 14% 10% 9% 8% 4% 4% 2% 1% 7% 0% Frequency (159) Q27b. What would influence your decision to travel to the Myrtle Beach area in the Summer season of 2011 (June, July or August)? Among those who are not considering visiting MB in the Spring season of 2011 in Q27 39
Myrtle Beach Tracker Study Salient Findings from the Myrtle Beach Tracker Study (April, 2011)* Nearly two-thirds of the population in our target geography are familiar with the Myrtle Beach area. We generate a high degree of ad awareness: four out of ten have seen an ad for Myrtle Beach in the past six months. Half of them have seen a Myrtle Beach ad on TV, while one-third have seen an ad on the Internet. In addition, the TV spot performs well: o o o o o 82% agree the ad has good use of photography 80% say the ad shows something they like/relate with 70% say it fits with what they know about the Myrtle Beach area 67% say the ad motivates them to visit the Myrtle Beach area 44% claim they learned more about Myrtle Beach area offerings Rising fuel prices and time availability are the primary obstacles to leisure travel in the next six months. To some extent, this impact can be offset with travel offers/incentives: four out of ten respondents say discounted travel packages would motivate them to visit us, while about onethird say a free night stay would influence them. * General population sample: ages 25-54; live in NY, NJ, OH, PA, VA, KY, WV, GA, TN, MD. Source: Myrtle Beach Tracker, 2011, Wave 2 40
Respondent Profile 41
Respondent Profile Age Total Converts New Converts 18 to 24 2% 2% 1% 25 to 34 11% 12% 13% 35 to 44 23% 22% 24% 45 to 54 29% 31% 32% 55 to 64 25% 24% 22% 65+ 10% 9% 8% Mean (years) 49.1 48.8 47.9 Gender Male 31% 30% 29% Female 69% 70% 71% 42
Respondent Profile Marital Status Total Converts New Converts Married 78% 81% 79% Single 10% 9% 10% Separated/Divorced/Widowed 12% 10% 11% Annual Household Income Less than $45,000 28% 24% 22% $45,000 - $74,999 34% 34% 34% $75,000 - $99,999 19% 21% 22% $100,000 or more 19% 21% 22% Mean ($000s) 69.2 73.0 75.2 Ethnicity White 90% 92% 91% Black 8% 6% 6% Other 2% 2% 3% 43
Respondent Profile Employment Status Total Converts New Converts Employed full-time 63% 65% 69% Employed part-time 12% 12% 12% Other 25% 23% 19% Education HS graduate or less 22% 22% 19% Some college/technical/trade school 31% 31% 32% Associate degree 12% 11% 12% Bachelor degree 21% 22% 22% Post-graduate study/degree 12% 13% 14% Other 2% 1% 1% 44
Appendix I: Accommodations Patterns 45
Accommodations Patterns Nine out of ten Converts stayed in paid accommodations, divided nearly evenly between hotel/motel accommodations and timeshare/rental properties. Accommodation Type Hotel/motel 49% Condo/cottage 29% Timeshare 12% Rented house With friends and family Campground My second home Other 5% 3% 2% 1% 1% Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. What type of accommodations did you stay/lodge at on your most recent trip to the Myrtle Beach area? 46
Accommodations Patterns Two-thirds of Converts make lodging reservations within three months of arrival. Advance Booking of Accommodations 26% 24% 23% 14% 3% 2% 3% 3% 2% 2 days before or less 3-4 days before 5-7 days before 8-10 days before 11-13 days before 2-4 weeks before 1-2 months before 3-4 months before More than 4 months before Base: Stayed in paid accommodations (N=2207) Q. And how far in advance did you actually make reservations for accommodations? 47
Accommodations Patterns One-third use the Lodging Search Feature in VisitMyrtleBeach.com. Of those who use it, about three-quarters ultimately book at a property they found through the site. Use of Lodging Search Feature on VisitMyrtleBeach.com 66% 76% of this group ultimately booked reservations at a property they found through VisitMyrtleBeach.com 34% Yes No Base: Stayed in paid accommodations (N=2207) Q. Did you use the accommodation (lodging) search feature on VisitMyrtleBeach.com to find accommodations? 48
Accommodations Patterns Reservations Channel Telephone (called accommodation directly) 44% Accommodation Web site 31% Booking engine (e.g., Travelocity, Orbitz, etc.) 6% Upon arrival 3% Travel agent 1% Other 15% Base: Stayed in paid accommodations (N=2207) Q. How did you book your accommodation reservations? 49
Accommodations Patterns Length of Trip (Paid and Unpaid Accommodations) 27% Average length of stay: 5.7 nights 13% 14% 11% 14% 1% 7% 4% 2% 2% 5% 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights More than 10 nights Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. How many total nights did you spend in the Myrtle Beach area? 50
Accommodations Patterns Length of Trip (Paid Accommodations) 27% Average length of stay in paid accommodations: 5.1 nights 13% 14% 12% 14% 7% 1% 4% 2% 2% 4% 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights More than 10 nights Base: Stayed in paid accommodations (N=2207) Q. How many nights did you spend in the Myrtle Beach area that required paid accommodations? 51
Accommodations Patterns Rooms Booked per Night 68% Median number of rooms booked per night: 1.0 18% 6% 2% 2% 4% 1 room 2 rooms 3 rooms 4 rooms 5 rooms More than 5 rooms Base: Stayed in paid accommodations (N=2207) Q. How many rooms were booked per night for the accommodations you stayed at? 52
Appendix II: Travel Patterns 53
Travel Patterns Activities Participated in at Myrtle Beach Restaurants Beach Shopping Myrtle Beach Boardwalk Miniature golf Live entertainment theaters Amusement parks Historical sites Festivals/Events Golf State parks Surf/Pier fishing Water park Marshwalk Arts/Cultural facilities Fishing trip Gambling/Gaming Other 37% 30% 25% 17% 16% 14% 14% 13% 12% 10% 8% 5% 4% 9% 69% 93% 91% 88% Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. Which of the following activities did you participate in while in the Myrtle Beach area? 54
Previous Myrtle Beach Visits Previous Visitation to the Myrtle Beach Area 43% 43% 43% 42% 42% 41% 41% 41% 40% 39% 38% 38% 38% 37% 37% Before 2000 Between 2000 and 2004 Between 2005 and 2007 2008 2009 Total Internet Phone Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. Please indicate when, if ever, you vacationed overnight in each of the following destinations: Myrtle Beach 55
Travel Party and Planning The percentage of couples traveling to Myrtle Beach is substantial this also translates to the higher shoulder season promotion (24% in the Fall). Median party size is 4: 2 adults and 2 children Party Composition Family with kids 36% Season of Visit 48% Couple (2 adults) Family and friends Grandparents, children/grandchildren 13% 8% 30% 2% 18% 24% 8% Friends 6% Self 2% Organized group or club 1% Other 4% Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. Which of the following best describes the travel group you were with on your most recent leisure trip to the Myrtle Beach area? Q. When did you visit the Myrtle Beach area most recently? 56
Travel Patterns Mode of Transportation Personal automobile 81% Airplane 12% Rental automobile 6% RV 1% Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. How did you travel from your home to the Myrtle Beach area? 57
Impact of Weather Impact of Inclement Weather Converts 42% 22% 18% 7% 11% New Converts 46% 21% 17% 5% 11% Extremely Strongly Moderately Slightly No Impact Base: Converts; visited Myrtle Beach in 2010 (N=2276) Q. If you were planning to visit the Myrtle Beach area for a weekend visit, how much impact would inclement weather (e.g., rain) have on your decision to keep your vacation reservation? 58
Interest in Visiting A high Net Promoter Score translates into significant repeat visitation an indication that the lifetime value of a Myrtle Beach visitor is considerable. Interest in Visiting Myrtle Beach Total 67% 22% 8% 2% 1% Converts 72% 18% 7% 2% 1% New Converts 60% 21% 13% 4% 2% Non-Converts 54% 30% 12% 3% 1% Extremely interested Very interested Moderately interested Slightly interested Not at all interested Base: Took a vacation in 2010 (N=3295) Q. How interested are you in visiting the Myrtle Beach area in the future? 59
Likelihood of Spring Myrtle Beach Visit Our communications goal is to target the 53% of people who show a strong intent to consider Myrtle Beach once they become inquirers, we have nearly a 3 out of 4 chance to convert them. General Population Likelihood of Visiting Myrtle Beach in Spring 2011 2011 Tracker, 2% 1% 14% 39% 31% 13% Wave 1 Already made plans to visit Definitely would consider Probably would not consider In the process of finalizing plans to visit Probably would consider Definitely would not consider Source: Myrtle Beach Tracker, 2011, Wave 1 Base: General Population sample; plan to take a vacation in Spring 2011. Q. How likely are you to take a trip to the Myrtle Beach area for leisure in the Spring of 2011 (March, April or May)? 60
Appendix III: Information Sources & Planning 61
Information Sources The Internet is the most popular information source for trip planning, followed by the Official Myrtle Beach Area Visitors Guide. Information Sources Used for Planning Internet/Website/Online Advertisement 62% 70% The Official Myrtle Beach Area Visitors Guide 52% 67% Other Travel Guides/Brochures Friends/Family/Co-workers 40% 35% 35% 41% Travel Agent/AAA Welcome Center on the Interstate Magazine Advertisement TV Advertisement 9% 7% 6% 9% 3% 3% 1% 4% Internet Phone Base: Inquirers; visited Myrtle Beach in 2010 (N=1665) Q. What sources did you use in planning your vacation to the Myrtle Beach area? 62
Information Source Usefulness The Internet and Visitors Guide are also two of the most useful information sources the Internet s popularity stemming from its use as the main planning tool. Usefulness of Information Sources (Top-3-box on a 0-10 Usefulness Scale) The Official Myrtle Beach Area Visitors Guide Internet/Website/Online Advertisement Friends/Family/Co-workers Travel Guides/Brochures 88% 87% 87% 85% 83% 80% 75% 77% Travel Agent/AAA 72% 84% Welcome Center on the Interstate Magazine Advertisement 33% 56% 70% 69% Internet Phone Base: Inquirers; visited Myrtle Beach in 2010 (N=1665) TV Advertisement 44% 88% Q. How useful were each of the following in planning your vacation to the Myrtle Beach area? (10=Extremely useful, 0=Not at all useful) 63
Information Source: Official Myrtle Beach Area Guide Nearly half of Converts order the guide 2 to 3 months out from their visit. Advance Order of Guide 45% 22% 24% 7% 2% 30 days or less before 2-3 months before 4-6 months before 7-12 months before Over a year before Base: Converts who ordered the Visitors Guide (N=1973) Q. When did you order the Official Myrtle Beach Area Visitors Guide? 64
Information Source: VisitMyrtleBeach.com Among those citing advertising as the source of their awareness of VisitMyrtleBeach.com, over half learn about it through the Internet, followed closely by the guide. Ad Source of VisitMyrtleBeach.com Internet/Online Advertisement 44% Official Myrtle Beach Area Visitors Guide TV Advertisement 37% 44% 56% (Reach) Search Engine 28% Email/E-newsletter Article (in a magazine or newspaper) Family/Friend Postcard Newspaper Advertisement 16% 14% 10% 7% 6% Base: Learned about VisitMyrtleBeach.com through an advertisement (N=146) Q. Where did you see VisitMyrtleBeach.com advertised? 65