Market Insights: The Flagstaff Visitor Profile 4.29.15
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The Flagstaff CVB released the new Flagstaff Visitor Profile at an industry event April 29th. The program was attended by nearly 70 people. Not only was the data from the new profile highlighted, but also how the CVB was going to use the data in the upcoming marketing initiatives.
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Market Insights: The Flagstaff Visitor Profile 4.29.15
- 1. Market Insights: The Flagstaff Visitor Profile 4.29.15
- 2. Market Insights: The Flagstaff Visitor Profile 4.29.15 2014 Flagstaff Intercept Study
- 3. Market Insights: The Flagstaff Visitor Profile 4.29.15 Thanks to… Arizona Snowbowl Best Western Pony Soldier Inn & Suites Drury Inn & Suites Flagstaff Extreme Flagstaff Visitor Center Fort Tuthill County Park Little America Hotel Lowell Observatory Museum of Northern Arizona Arizona Hospitality Research and Resource Center at NAU
- 4. Market Insights: The Flagstaff Visitor Profile 4.29.15 Wait, that’s all? Web Analytics Social Interaction nSight Data Industry Trends
- 5. Market Insights: The Flagstaff Visitor Profile 4.29.15 of Americans take vacations source: fatwallet.com #onemoreday 81%
- 6. Market Insights: The Flagstaff Visitor Profile 4.29.15 Very Technical Calculation 4.6 Million Visitors
- 7. Market Insights: The Flagstaff Visitor Profile 4.29.15 Visitor Origin
- 8. Market Insights: The Flagstaff Visitor Profile 4.29.15 Livin’ in the AZ
- 9. Market Insights: The Flagstaff Visitor Profile 4.29.15 Canada United Kingdom Germany Australia France
- 10. Market Insights: The Flagstaff Visitor Profile 4.29.15 Who are these people? 99K AverageHHI: 52 Averageage: $
- 11. Market Insights: The Flagstaff Visitor Profile 4.29.15 It’s a party 3.1 people per party
- 12. Market Insights: The Flagstaff Visitor Profile 4.29.15 It’s my party and I’ll invite who I want to. 60% Family Only 19% Family and Friends 12% Friends Only 7% Alone
- 13. Market Insights: The Flagstaff Visitor Profile 4.29.15 Travel Patterns
- 14. Market Insights: The Flagstaff Visitor Profile 4.29.15 Flagstaff is primary destination 9% Grand Canyon 5% Sedona 53%
- 15. Market Insights: The Flagstaff Visitor Profile 4.29.15 return visitors 65% and visit more than 2x per year
- 16. Market Insights: The Flagstaff Visitor Profile 4.29.15 overnight visitors averaging 2.5 days in Flagstaff 75%
- 17. Market Insights: The Flagstaff Visitor Profile 4.29.15 stay in hotel/motel 75%
- 18. Market Insights: The Flagstaff Visitor Profile 4.29.15 Majority Travel by Auto 69% private auto 22% rental car
- 19. Market Insights: The Flagstaff Visitor Profile 4.29.15 Travel Purpose 57% Leisure/Vacation 20% Passing Through 5% Business/Conference
- 20. Market Insights: The Flagstaff Visitor Profile 4.29.15
- 21. Market Insights: The Flagstaff Visitor Profile 4.29.15
- 22. Market Insights: The Flagstaff Visitor Profile 4.29.15
- 23. Market Insights: The Flagstaff Visitor Profile 4.29.15 Marketers love this question 42% Been Before 28% Word of Mouth 23% Online
- 24. Market Insights: The Flagstaff Visitor Profile 4.29.15 Bottom Line 553$ Average per party per day expenditure
- 25. Market Insights: The Flagstaff Visitor Profile 4.29.15 By the #s
- 26. Market Insights: The Flagstaff Visitor Profile 4.29.15 Very complicated I-O Model IMPLAN Analysis Direct EI = $458,691,000
- 27. Market Insights: The Flagstaff Visitor Profile 4.29.15 Total EI = $575,121,000
- 28. Market Insights: The Flagstaff Visitor Profile 4.29.15 BBB = $6,261,106
- 29. Market Insights: The Flagstaff Visitor Profile 4.29.15 quality of life Recreation Beautification Economic Development Arts & Sciences Tourism is . . .
- 30. Market Insights: The Flagstaff Visitor Profile 4.29.15 Tourism is . . . 7,311 of them jobs
- 31. Market Insights: The Flagstaff Visitor Profile 4.29.15
- 32. Market Insights: The Flagstaff Visitor Profile 4.29.15 40% AZ 65% Return 53% Primary Top of Mind Climate Relief Unique to Flagstaff Targeted Cities 11% CA 4% TX Los Angeles San Francisco Impressions Targeted Promotions
- 33. Market Insights: The Flagstaff Visitor Profile 4.29.15 43% Other States Word of Mouth Online Search Marketing Target by Type AOT Co-op 11% International Brand USA Sales/Media Efforts
- 34. Market Insights: The Flagstaff Visitor Profile 4.29.15 Tactics
- 35. Market Insights: The Flagstaff Visitor Profile 4.29.15 What does the future hold?
- 36. Market Insights: The Flagstaff Visitor Profile 4.29.15 General Messaging ONLINE Display Search Video Social Mobile OTHER Print Content Email Fulfillment
- 37. Market Insights: The Flagstaff Visitor Profile 4.29.15 Elevating Our Efforts
- 38. Market Insights: The Flagstaff Visitor Profile 4.29.15 Promotions Varied by target Weddings 66 Kicks on Route 66 #VisitCool Selfie Trail launch in Selfie September Events/Flagstaff365.com Winter Wonderland Dog Town USA vs. The Cat’s Meow
- 39. Market Insights: The Flagstaff Visitor Profile 4.29.15 Participate
- 40. Market Insights: The Flagstaff Visitor Profile 4.29.15 Other Stuff Flagstaff Visitor Profile National Travel and Tourism Week May 2-10, 2015 Flagstaff Train Day May 9 @ Flagstaff Visitor Center
- 41. Market Insights: The Flagstaff Visitor Profile 4.29.15 More Stuff #dbacks_coolzone Instameet May 16, 2015 - 10:15 a.m. Your Idea? We’re here to support you
- 42. Market Insights: The Flagstaff Visitor Profile 4.29.15 PAT YOURSELVES ON THE BACK! JOB WELL DONE… Now back to work making a huge impact on our QUALITY OF LIFE!
Notes de l'éditeur
- Thank you for coming. As you are aware, Tourism is one of the top industries in Flagstaff and we appreciate your partnership in promoting this great destination. Today’s topic is a big one. The Flagstaff CVB last did a Visitor Intercept Study in 2009 through the group at NAU. It was time to not only update our Visitor Profile, but also review that data along side all the other new information available to us. We have some great data to share today as well as Insights into our next fiscal year marketing initiatives.
- You are here today to hear about the 2014 study which ran from February 2014 through January of 2015. This is a similar research questionnaire to the 2009 study, so the data is comparable. We also increased the # of survey sites and questionnaires collected.
- Before we dive into the data, we need to take a moment to thank our partners who were intercept locations. It was through their diligence that NAU was able to collect a relevant sample size across a variety of visitor locations. Cheryl Cothran, Tom Combrink and Melinda Bradford at NAU were wonderful in working with us to conduct the study and put together the survey questionaire to gather relevant data.
- As I alluded to, we not only have the survey data, but are also comparing that information across a few of our other data points. We review our web analytics regularly and dug deeper into our social interactions to see where those points lie, we use a product called nSight that gathers information from worldwide OTA’s in regards to hotel search and booking information And of course all staff are regularly looking at industry trends. Although not all of these made it on to a slide if its own, I will be pointing out the information. As always, feel free to contact a staff person for more detail as it may relate to your business. So let’s begin – one of the main questions I get about tourism is:
- In fact, multiple brands are using the One More Day campaign to encourage vacations. The largest of those – Mastercard. Although a private brand, can benefit the industry. So lets get in to the Flagstaff data. The first question I get about the tourism industry usually is……
- How many visitors come to Flagstaff annually? This study used many different touch points and calculations to come up with this figure including National Park visitation and lodging supply and occupancy. The second question usually asked……
- Where do our visitors come from? In-state increased from 33% to 40% Other states=NM, WI, NY, FL nSight Data: Top DMA’s = Phoenix, Los Angeles, NY, San Francisco, Atlanta Analytics: AZ, CA, NV, TX, CO Per our most recent passenger demand analysis the top four California air travel destinations are Los Angeles-35%, San Francisco-20%, San Diego-16%, Sacramento-11%.
- Tucson in top 10, but really dominated by Maricopa County nSight data: Phoenix metro top DMA searching for Flagstaff travel Web Analytics: Top cities = Phoenix, Tempe, Scottsdale, Los Angeles, Chandler Facebook followers: Phoenix, Tucson, Mesa, Scottsdale, Tempe
- Analytics: Singapore*, Canada, Australia, UK, Mexico, Japan Facebook followers: Mexico, Germany, UK, Italy, France Visitor Center TripAdvisor Snapshot: US, UK, Germany, Spain, Canada Of French travelers, United States is their #1 Dream Overseas Destination
- Much higher than state average of mid 40’s. HHI dramatic increase of $20K from 2009 study and higher than state average of $67K nSight: Adventure Seekers: 25-36, $100k+, socially engaged Bucket Lister: 66+, $100k+, actively engaged Young Free Spirits: 18-24, socially engaged, deals Frugal Boomers: 66+ $75K fixed, shorter distance, less internet Dream Tripper: 51-65, Tours/Packages, story telling Facebook: Tend to trend older than the overall FB user Women 25-44
- Men 42.5% Women 57.5% 22.7% w/ children
- 1% business associates 1% organized tour
- Increase from 42% last study Phx and Las Vegas the next two destinations. Remaining 47% a stop on a longer trip.
- If you look at our in-state travel of 40%, is seems that visitors from out-of-state are returning as well.
- Flagstaff is not just a stop on the way somewhere or just for gas 53% Flagstaff primary 75% are staying overnight
- Of that overnight visitation, 75% are staying in hotel/motel. Friends and family 6% Timeshare 5% Camping/RV 5% B&B 2% Second home 2%
- Promote Flagstaff as hub and spoke, relax and enjoy tours in the area. Many of our visitors are independent, and return visitors are comfortable in a car. 3% RV 1% Air Service 1% Amtrak 1% Shuttle or Greyhound 0.5% by Tour Bus
- The Experience Institute – partnering with IAEE and PCMA 82% of meeting & event attendees say Destination is a key consideration on attendance 52% are likely to turn their trip into a vacation For the business travelers, we also asked about what meeting they were here for. Results all over showing the variety of meetings in Flagstaff and value of different sized meetings.
- When in Flagstaff, what did you, do you plan to do? *more than 100% due to multiple responses. 64% of people dine out while traveling –so apparently 47% of our visitors are on a diet and don’t eat. Shopping second category – which I’ll speak to more when we get to spending. Wildlife watching high on the list – Arizona Game and Fish is promoting the AWWE which is a great tie-in
- These are the locations that the activities took part in – or attractions visited. Almost ½ visitors getting to downtown. Grand Canyon is a draw even though it may not be the primary reason to visit FLG. Obviously people come for different reasons and activities, but when here one of the ways that they find out about activities is…..
- At the Flagstaff Visitor Center. - Shameless plug. If you are not on TripAdvisore, you should get on and own your attraction/tour. This is free and you can respond to concepts. You may also get a widget for your website that shows rating and track your performance.
- Been before makes sense when 65% of visitors are returning visitors. Word of mouth is great – especially because this survey showed that Flagstaff has a satisfaction rating of 8.9 our of 10. And although Social Media was surveyed separately with 3% using this, I would say that Social is also WOM and Online. In fact, Fat wallet.com says that 50% of travelers share their vacation on FB. 14% on Instagram. Analytics: Organic, Paid Search, Direct, Referral, Display SO NOW THE REAL DATA
- Shopping 12% Fuel 12%
- Includes direct and indirect and accounts for leakage. This is nearly $76m in Federal, State and Local taxes generated.
- In fact – locally tourism generated $6.2M in BBB revenues Through March 2015, BBB collections are up 10.7% for the fiscal year. As a side note, both occupancy and RevPAR are also rocking huge increases YOY.
- Let’s take a break from the numbers real quick. At this event you’ll notice we also have information regarding NTTW . This year the theme is “Tourism is_________.” When you registered you were asked to fill in your nametag. We are also asking that you take the table tops and display them, encourage your visitors to socially share what they think tourism is. Let me start by giving an example. Now back to the presentation.
- So we have all this data – what now? I am going to provide some of our marketing thoughts and concepts as we look into the next fiscal year.
- Need a generalized campaign in our current markets to stay top of mind and relevant. We also have some markets that are familiar, but could use a push.
- Looking at the tactics we have in place, but targeting those more and collaborating across efforts. The CVB is a small but mighty team. Sales, marketing and PR can collaborate. With in-house design team we can affect the creative produced across platforms. Direct tie to Visitor Center and messaging. Hope to enhance use of tools such as Facebook, email lists, and online cross-channel tactics. Call to action – including direct-to-hotel online booking through the CVB site, tracking research on-site to booking activity. Local experts and blogs for that WOM
- We can not only adjust our messaging and efforts, but the marketing plan this year will be based around different promotions. These are timed throughout the year targeting different travelers. The wedding section of the website is in the final build-out now in preparation of the first set of ads hitting stands in May. 2016 marks the 90th anniversary of Route 66 so we have put together a 66 Kicks promotion which is being promoted to tour operators, trade professionals and media. #visitcool is an extension of the Flagstaff Cool Zone, expanding that concept valley-wide with large-scale frozen pieces – set to launch over the 4th of July weekend. Call out to Daniel who interned with us for almost a year has put together a Selfie Trail which we will be finalizing over the summer and launching in Selfie September We are also working with more local events and cooperative marketing efforts to promote Flagstaff 365 and event attendance in Flagstaff. The Visitor Center also has regularly scheduled events for residents and visitors Winter Wonderland is a continued effort with some improved reach and backing. The Dog/Cat promotion is still in the idea phases, but currently scheduled for next spring-time.
- Moving to this type of marketing plan requires you to participate. Are you a business that can create a selfie spot in September? Do you have an idea for one of our 66 kicks? Do you want to reach valley residents through the Flagstaff Cool Zone or #Visit Cool campaign?