HomeMy WebLinkAbout00. VLMDAC OCT18 MeetingVAIL LOCAL MARKETING DISTRICT
ADVISORY COUNCIL MEETING
OCTOBER 19, 2017
AGENDA /
•DIGITAL UPDATE, CACTUS
•VAIL SUMMER INTERCEPT SURVEY, RRC/VVP
•BURKE BRAND RESEARCH REPORT, MARCY WELK/SITE/CACTUS
DIGITAL MEDIA UPDATE
YEAR OVER YEAR RESULTS (THROUGH 9/30) /
Display
Video
PPC
Facebook
Instagram
2017
Benchmark:
0.11% CTR
Benchmark:
68% VCR
Benchmarks:
1.25% CTR
$2.50 CPC
Benchmarks:
0.65% CTR
20% VCR
Benchmarks:
0.15% CTR
8% VCR
0.18% CTR 78.97% CTR 6.44% CTR
$1.35 CPC
1.03% CTR
79.39% VCR
0.29% CTR
10.99% VCR
2016
Benchmark:
0.09% CTR
Benchmark:
68% VCR
Benchmarks:
1.00% CTR
$3.00 CPC
Benchmarks:
0.25% CTR
15% VCR
Benchmarks:
0.15% CTR
15% VCR
0.11% CTR 75.49% VCR 1.23% CTR,
$1.92 CPC
1.06% CTR,
14.09% VCR
0.12% CTR,
12.87% VCR
DYNAMIC FAMILIES / DIGITAL DELIVERY
•IMPRESSIONS DELIVERED: 17.8MM IMPRESSIONS
Only video was live
against Dynamic
Families in September
DYNAMIC FAMILIES / DISPLAY CREATIVE PERFORMANCE
*results are year to date; no display was in market in September
DYNAMIC FAMILIES / VIDEO COMPLETION RATE BY DEVICE
*Industry standard benchmark for pre-roll VCR is 68%.
DYNAMIC FAMILIES / SOCIAL PLATFORM DELIVERY
DYNAMIC FAMILIES / PAID SOCIAL DELIVERY
SUPER BOOMERS / DIGITAL DELIVERY
•IMPRESSIONS DELIVERED: 15.8MM IMPRESSIONS
SUPER BOOMERS / DISPLAY CREATIVE PERFORMANCE
SUPER BOOMERS / VCR BY DEVICE
*Industry standard benchmark for pre-roll VCR is 68%.
SUPER BOOMERS / PAID SOCIAL DELIVERY
ACTIVE PROFESSIONALS / DIGITAL DELIVERY
•IMPRESSIONS DELIVERED: 7.5MM IMPRESSIONS
ACTIVE PROFESSIONALS / VCR BY DEVICE
*Industry standard benchmark for pre-roll VCR is 68%.
ACTIVE PROFESSIONALS / SOCIAL PLATFORM DELIVERY
ACTIVE PROFESSIONALS / SOCIAL DELIVERY
PAID SEARCH / DELIVERY OVERVIEW
•IMPRESSIONS DELIVERED: 891K IMPRESSIONS
NATIONAL AUDIENCE / SOCIAL DELIVERY
•IMPRESSIONS DELIVERED: 4.1MM IMPRESSIONS
VAIL SUMMER INTERCEPT SURVEY
VAIL SUMMER
INTERCEPT SURVEY
2017
Presented by:
October 2017
22
Overview of the 2017 Research Program
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
The following slides represent an end-of-season overview of
survey results from the 2017 Town of Vail Summer Survey
research program. Data were weighted by average daily
lodging occupancy in order to align survey results with
estimated visitation throughout the summer. Note that some
comparisons with 2016 results are provided throughout this
report.
23
Overview of the 2017 Research Program
Vail Summer 2017 Survey | RRC Associates | 10/19/17
The primary component of the 2017 Survey Research program consisted of
an Intercept Survey conducted by RRC trained staff. Additionally, a Web-
based follow-up survey was sent to Intercept Survey participants willing to
provide their email addresses. Approximately 1,353 responses were obtained
through the Intercept Survey. The follow-up survey includes approximately
382 respondents.
The 2017 Web Follow-up Survey contains a number of new questions this
year. Selected results from this survey are presented in the slides to follow,
including some segmentation analysis examining Vail’s identified personas,
as well as results by age, geographic origin, and other selected variables.
Crosstabs of results are available immediately upon request.
24
Overview of the 2017 Research Program
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
RRC also worked with Town of Vail staff to create a version of
the Intercept and Web follow-up survey to be conducted at the
two Welcome Centers. This represented an additional 259
survey responses.
It’s worth noting that RRC Associates has conducted ongoing
research for the Town of Vail on events, including many events
throughout the summer. That information was used to further
expand our understanding of the profiles and visitation
characteristics of visitors to Vail.
25
Key Takeaways from the Summer 2017 Research
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
•Visitation has been strong throughout summer 2017. However,
comparisons are to a strong season in 2016, as well. Based on
Destimetrics’ occupancy data, overall visitation was down just slightly (-
0.8%). The early season results are notably consistent year over year,
with the exception of the period leading into Memorial Day. It was
significantly stronger this year.
•Parking measures, which include residents, day visitors and overnight
guests are down somewhat based on counts provided by the Town of
Vail, an estimated 6% overall. Frontage Road parking is stable year-over-
year, with 20 days in that area this year compared to 21 days last year
during the same time frame.
26
2017 vs. 2016 Summer Parking
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
27
2017 vs. 2016 Summer Occupancy
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%29-Apr-176-May-1713-May-1720-May-1727-May-173-Jun-1710-Jun-1717-Jun-1724-Jun-171-Jul-178-Jul-1715-Jul-1722-Jul-1729-Jul-175-Aug-1712-Aug-1719-Aug-1726-Aug-172-Sep-179-Sep-1716-Sep-1723-Sep-1730-Sep-17OccupancyDate
(Gridlines Aligned with Saturdays)
Vail Daily Occupancy
Summer 2017 vs. Summer 2016 (thru Sept. 30)2017 vs. 2016
2017
2016
Memorial Day
Weekend
GoPro June 8-11
July 4
2017: Tuesday
2016: Monday
Labor Day
& Gourmet
on Gore
Kick It 3x3
Soccer
Tournament
28
Key Takeaways from the Summer 2017 Research
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
•The summer 2017 Net Promoter Score (NPS) is strong in general at
76%. NPS was higher at mid-season (84%). These results suggest that it
might be worthwhile to examine the visitor experience in the second part
of the summer in order to fully understand impacts to NPS.
•The geographic origins of summer visitors remain similar to those
observed in past years. In addition to Colorado (which was up this year),
the most identified states of origin include: Texas (down), Florida (up),
Illinois (down), California (down), and Missouri (same).
•Approximately 35 percent of respondents are on their first visit to Vail,
similar to 2016.
2017 Summer Survey Results
30
Sample Sizes
Survey Type Sample Size
Intercept Survey 1,353*
Intercept Post-Trip Web Survey 382
Visitor Center Intercept/Post-Trip 259
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
*Responses from the various data sources have been combined to
maximize sample size for analysis. Note that sample sizes may vary for
each question throughout the survey. Furthermore, some questions were
asked of particular visitor segments (i.e., overnight visitors); in these cases,
the sample size is smaller.
Vail Community Survey 2016 | RRC
Associates | 7/5/12
31
Visitor Demographics
Geographic Profile
Overnight Visitor Profile
Trip Characteristics
Ratings & Perceptions of Vail
Transportation Profile
Vail Community Survey 2016 | RRC
Associates | 7/5/12
32
Visitor Demographics
33
Geographic Market & Visitor Type
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
34
Respondent Profile
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
35
Household Profile
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
36
Travel Party Size
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
37
Previous Summer Visitation
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
38
Previous Summer Visitation
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
39
Previous Summer Visitation
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
40
Last Summer Visit
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
41
Previous Winter Visitation
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
42
Geographic Profile
43
Top States/Countries of Residence
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
44
Top States/Countries
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
45
Top States/Countries of Residence (Excluding CO)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
46
Top States/Countries of Residence (Excluding CO)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
47
Previous Visitation by Key States
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
48
Designated Market Areas (DMAs)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
49
Top DMAs Among First-Timers
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
50
Overnight Visitor Profile
51
Top Overnight Visitor Origins
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
52
Nights in Area
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
53
Location of Lodging Accommodations
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
54
Location of Lodging Accommodations
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
55
Type of Accommodations
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
56
Method of Booking Lodging
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
57
Lodging Party Size
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
58
Trip Characteristics
59
Primary Reason for Visit
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
60
Primary Reason for Visit
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
61
Primary Reasons for Visit
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
*Note that this was a “select all that apply” version of the question
62
Information Sources Used During Trip
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
63
Other Locations Visited
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
64
Lead Time for Booking Airfare/Lodging
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
65
Method for Booking Airfare/Lodging
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
66
Importance of Social Media
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
67
Timing of Vacation Information Searching
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
68
Vacation Style
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
69
Vacation Style
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
70
Vacation Style
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
71
Travel Recommendation Preferences
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
72
Type of Experience
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
73
Type of Experience
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
74
Type of Experience
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
75
Type of Experience
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
76
Type of Experience
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
77
Activity Participation
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
78
Ratings &
Perceptions of Vail
79
Town of Vail Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
80
Town of Vail Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
81
Town of Vail Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
82
Experiential Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
83
Experiential Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
84
Parking Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
85
Welcome Center Location
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
86
Visitor Center Ratings
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
87
Perceptions and Importance of Vail as “Green”
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
88
Likelihood of Recommending Vail (NPS)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
89
Likelihood of Recommending Vail (NPS)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
90
Likelihood of Recommending Vail (NPS)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
91
Likelihood of Recommending Vail (NPS)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
92
Likelihood of Recommending Vail (NPS)
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
93
Likelihood of Return
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
94
Likelihood of Return
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
95
Likelihood of Return
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
96
Likelihood of Return
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
97
Transportation Profile
98
Transportation to Vail
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
99
Parking Location
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
100
Transportation Party Size
Vail Summer Intercept Survey 2017 | RRC Associates | 10/19/17
Vail Community Survey 2016 | RRC
Associates | 7/5/12
101
Questions /
Comments ?
BURKE BRAND RESEARCH REPORT
Confidential Property of Town of Vail
2017 VLMDAC SUMMER RESEARCH
Overview
104
OBJECTIVES
The Town of Vail has shifted strategic marketing strategy – moving to a consumer centric approach by developing personas
using commercial segmentation tools that use modeling methods. Three personas have been prioritized for hyper-
targeting:
1.Active Professionals
2.Dynamic Families
3.Super Boomers
In support of this new direction, the objective of this research is to bring these personas into sharper focus by:
•Characterizing them in terms of travel behavior and vacation values
•Benchmarking market (funnel) metrics for Vail and key competitors
METHODOLOGY
•Respondents were asked to participate in a 10-minute online survey conducted between August 17, 2017 and
September 4, 2017.
•300 respondents in a nationally representative footprint were interviewed.
•Qualifications mirrored the target mountain vacationers and included the following criteria:
–Ages 25-65
–Household Income of $65,000 or more for Front Range residents and $90,000 for destination travelers
–Took a vacation to the Rocky Mountain west this past summer
–Participated in selecting vacation destination
–Aware of Vail
Confidential Property of Vail Resorts International
Analytical Framework
105
TRANSLATING RESEARCH PARTICIPANTS INTO TARGET PERSONAS
Our first step was to assign survey respondents to a modelled persona based on the key attitudinal and demographic differentiators for the
three targets. To do so, we took the following steps:
1.Ran a factor analysis to identify travel motivation themes
2.Created preliminary segments based on which theme a respondent most closely aligned with
3.Optimized segments based on key demographics
A.We applied a proprietary analytical tool called SEGUE® to further differentiate on persona demographics
4.Burke provided two options for optimization and final segments:
A.Option 1 prioritized attitudes to ensure maximum differentiation on key attitudes while also preserving appropriate demographic
skews
B.Option 2 emphasized the demographic boundaries of the segments which somewhat limits the attitudinal clarity of the personas
5.Burke and Town of Vail collaborated to choose Option 1 as the best fit for marketing needs and our target personas fall out like this:
Confidential Property of Vail Resorts International
KEY FINDINGS Town Of Vail Summer Research
106
Confidential Property of Town of Vail
All mountain vacationers want an authentic
mountain experience that allows them to see
new sights and seek new adventures.
Delivering on that promise is key before trying
to deliver unique experiences for different types
of mountain vacationers.
COVER THE BASICS:
Confidential Property of Town of Vail
That said, after delivering on that promise,
there are three distinct groups of mountain
vacationers who desire different experiences
and adventures when they visit Vail. Creating
a tailored experience for each type of
customer is key:
ACTIVE PROFESSIONALS
Give Me Adventure
DYNAMIC FAMILIES
Give Me Family Fun
SUPER BOOMERS
Give Me Rejuvenation
CREATE UNIQUE EXPERIENCES:
Highlights Of Target Personas
ACTIVE PROFESSIONALS
Active professionals are thrill seekers
looking for new challenges and
experiences. They play hard and party
hard, making more use of bars, taverns
and nightclubs.
DYNAMIC FAMILIES
Dynamic families are focused on
providing a good time for their entire
family. They are less concerned with thrills
and nightlife and looking for a quality
outdoor experience that everyone can
enjoy.
SUPER BOOMERS
Super boomers travel as a means to relax
and rejuvenate. They are looking to
unplug from the world, slow down and
enjoy the great outdoors. They are less
concerned with the activities offered and
more inspired by the landscape.
35% 35% 30%
MOTIVATIONS: MOTIVATIONS: MOTIVATIONS:
I love to play hard, all-out, all day long
Travel is a way for me to meet new people
I travel because visiting new places challenges me
Travel is an opportunity to enjoy family adventures
Travel lets me prioritize quality family time
Travel enables me to spend time with my family
Travel give me the chance to slow down
I travel so I can relax and rejuvenate
Travel allows me to unplug and disconnect
ACTIVITIES:
Highest:
Differentiating:
ACTIVITIES:
Highest:
Differentiating:
ACTIVITIES:
Highest:
Differentiating:
Hiking Bars Bars Rafting Nightclub Live Music Hiking Festivals Bicycling Hiking Shopping Bicycling Shopping Relaxing Hiking Shopping Relaxing Shopping Live Music
AGE♦: AGE♦: AGE♦:
25-34 35-44 45-54 55+ AVG.
25% 35% 25% 16% 43.1
25-34 35-44 45-54 55+ AVG.
22% 21% 28% 29% 46.6
CHILDREN <18: 35% INCOME: $158,840 CHILDREN <18: 47% INCOME: $175,340 CHILDREN <18: 20% INCOME: $184,220
Differentiating activities are +3% from Total
♦ Age highlighting represents +5% from Total
25-34 35-44 45-54 55+ AVG.
9% 11% 24% 56% 52.5
PERSONAS Town Of Vail Summer Research
110
Hiking:
Just Relaxing:
Bars + Taverns:
Bicycling:
Shopping:
Summer Festivals:
Live Music:
Rafting:
Local Tours:
Zip Lines:
Live Entertainment:
Spa Services:
Golf:
Casinos:
Nightclubs:
All Others:
Fishing:
79%
63%
55%
45%
42%
41%
40%
38%
37%
31%
25%
24%
20%
18%
11%
5%
2%
Active professionals are thrill seekers looking for new challenges and experiences. They
play hard and party hard, making more use of bars and taverns as well as nightclubs.
ACTIVE PROFESSIONALS DEMOS TRIPS SPEND KEY PERSONA DIMENSIONS
Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1
DIFFERENTIATING MOTIVATIONS
I love to play hard, all-out, all day long
Travel is a way for me to meet new people
I travel because visiting new places challenges me
111
DESTINATION PRIORITIES
WHAT DO THEY DO
Types Of Activities Participate In On Summer Vacations
-2%
-9%
10%
3%
-7%
0%
3%
5%
1%
2%
-1%
0%
-1%
1%
4%
0%
0%
A high-energy environment
Opportunities to participate in challenging activities
An environment that feels worldly and cosmopolitan
TARGETING IMPLICATIONS
Arrows indicate differences from Total
Adventure + Exploration
Family Focused
Rejuvenation + Relaxation
AGE 43.1
MARRIED 74%
CHILDREN 35%
INCOME $158,840
VACATIONS PER YEAR 4.6
SUMMER VACATIONS 2.3
AIR TRAVEL $386 (86)
GROUND TRANSPORT $251 (90)
LODGING $890 (100)
DINING $486 (98)
Spend numbers in ( ) are indexed
to Total Average Spend
Emphasize active adventures to speak to the thrill AP is looking for.
Create unique adventure experiences (bragging rights).
Highlight night energy as a point of difference - club scene, bars and
entertainment, etc.
Hiking:
Just Relaxing:
Shopping:
Bicycling:
Summer Festivals:
Bars + Taverns:
Local Tours:
Rafting:
Live Music:
Zip Lines:
Live Entertainment:
Golf:
Spa Services:
Casinos:
Nightclubs:
All Others:
Fishing:
87%
70%
53%
46%
41%
38%
35%
33%
30%
30%
27%
22%
21%
14%
7%
6%
3%
Dynamic families are focused on providing a good time for their entire family. They are
less concerned with thrills and nightlife and looking for a quality outdoor experience that
everyone can enjoy.
Adventure + Exploration
Family Focused
Rejuvenation + Relaxation
DYNAMIC FAMILIES DEMOS TRIPS SPEND DIFFERENTIATING MOTIVATIONS
112
DESTINATION PRIORITIES
5%
-2%
4%
3%
0%
-7%
-1%
0%
-7%
0%
2%
1%
-3%
-3%
-1%
1%
1%
Travel is an opportunity for my family to enjoy adventures together
Travel lets me prioritize quality time together as a family
Travel enables me to spend quality time with my family
An ideal place for families to vacation
Activities for every member of the group
WHAT DO THEY DO
Types Of Activities Participate In On Summer Vacations
TARGETING IMPLICATIONS
Arrows indicate differences from Total
AGE 46.6
MARRIED 88%
CHILDREN 48%
INCOME $175,340
VACATIONS PER YEAR 3.9
SUMMER VACATIONS 2.0
AIR TRAVEL $503 (112)
GROUND TRANSPORT $309 (111)
LODGING $818 (92)
DINING $525 (106)
Spend numbers in ( ) are indexed
to Total Average Spend
Emphasize something fun for everyone - family activities, hikes for all
skill levels and opportunities to explore the town and beyond.
Create kid-oriented options so parents have an opportunity to spend
time together alone. All experiences do not have to be together.
Highlight the fabulous natural beauty of the surrounding area.
KEY PERSONA DIMENSIONS
Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1
Just Relaxing:
Hiking:
Shopping:
Bars + Taverns:
Summer Festivals:
Live Music:
Local Tours:
Bicycling:
Zip Lines:
Spa Services:
Rafting:
Live Entertainment:
Golf:
Casinos:
Nightclubs:
All Others:
Fishing:
84%
79%
53%
41%
41%
41%
37%
36%
27%
27%
26%
24%
20%
20%
4%
4%
1%
Super boomers travel as a means to relax and rejuvenate. They are looking to unplug
from the world, slow down and enjoy the great outdoors. They are less concerned with
the activities offered and more inspired by the landscape.
SUPER BOOMERS DEMOS TRIPS SPEND DIFFERENTIATING MOTIVATIONS
113
DESTINATION PRIORITIES
The perfect place to relax and rejuvenate
Incredible natural views
12%
-3%
4%
-4%
0%
4%
1%
-7%
-3%
3%
-7%
-1%
-1%
3%
-3%
-1%
-1%
Travel give me the chance to slow down
I travel so I can relax and rejuvenate
Travel allows me to unplug and disconnect
WHAT DO THEY DO
Types Of Activities Participate In On Summer Vacations
TARGETING IMPLICATIONS
Arrows indicate differences from Total
Adventure + Exploration
Family Focused
Rejuvenation + Relaxation
AGE 52.5
MARRIED 79%
CHILDREN 20%
INCOME $184,220
VACATIONS PER YEAR 4.0
SUMMER VACATIONS 1.9
AIR TRAVEL $465 (103)
GROUND TRANSPORT $273 (98)
LODGING $961 (108)
DINING $472 (95)
Spend numbers in ( ) are indexed
to Total Average Spend
Emphasize atmosphere and amenities designed to recharge.
Create easier opportunities to experience the natural beauty of Vail.
Highlight the up-market lodging and dining options on offer in Vail.
KEY PERSONA DIMENSIONS
Defined By Travel Motivation Analysis – Standardized Scale of -1 to 1
FUNNEL METRICS VLMDAC Summer Research
114
% Awareness
% Considered Most
Recent Visit
% Seriously Considered
% Visited This Summer
100
%
52%
43%
25%
ACTIVE PROFESSIONALS FUNNEL METRICS
115 Confidential Property of Vail Resorts International
n=106
84%
43%
33%
22%
92%
48%
35%
22%
Conversion (Aware to Consider) 52% 51% 52%
Conversion (Consider to Seriously Consider) 83% 77% 73%
Conversion (Seriously Consider to Most Recent Visit) 58% 67% 63%
% Awareness
% Considered Most
Recent Visit
% Seriously Considered
% Visited This Summer
100
%
41%
30%
23%
DYNAMIC FAMILIES FUNNEL METRICS
116 Confidential Property of Vail Resorts International
n=106
93%
54%
41%
30%
99%
42%
27%
14%
Conversion (Aware to Consider) 41% 58% 42%
Conversion (Consider to Seriously Consider) 73% 76% 64%
Conversion (Seriously Consider to Most Recent Visit) 77% 73% 52%
% Awareness
% Considered Most
Recent Visit
% Seriously Considered
% Visited This Summer
100
%
47%
34%
23%
SUPER BOOMERS FUNNEL METRICS
117 Confidential Property of Vail Resorts International
n=106
90%
43%
27%
19%
96%
40%
23%
12%
Conversion (Aware to Consider) 47% 48% 42%
Conversion (Consider to Seriously Consider) 72% 63% 58%
Conversion (Seriously Consider to Most Recent Visit) 68% 70% 52%
TRAVEL ATTITUDES VLMDAC Summer Research
118
TIME IN
NATURE
REST +
RELAXATION FAMILY TIME ADVENTURE
SIGHTSEEIN
G PLAY
KID-
FRIENDLY
ACTIVE PROFESSIONALS
[A] 70% 45% 37% 57% 47% 25% 14%
DYNAMIC FAMILIES [B] 74% 57% 57% 43% 34% 16% 16%
SUPER BOOMERS [C] 76% 67% 47% 33% 41% 24% 8%
Active Professionals are more likely to forego rest and relaxation in favor of adventure. Dynamic Families focus on family time and the chance to rest, while Super Boomers are looking for a truly restful
experience.
120
A
A
BC B
A C
EXPERIENCES LOOKING FOR IN MOST RECENT SUMMER VACATION
Q14. What types of experiences were you looking for in your most recent summer mountain vacation? (Select your top 3)
TRAVEL BEHAVIORS VLMDAC Summer Research
124
11% 38% 51% 13% 41% 45% 12% 37% 51%
All personas most frequently look to new adventures when summer vacationing, with the mountains and water providing the most likely locales. Active Professionals, though, tend to look more at national
parks and adventure trips.
125
DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C]
To the mountains
To the water - beach or lake
National park
Activity or adventure trip
Family visit
City visit
Cultural experience
Romantic getaway
Theme park
Cruise
All Others n=106
To the mountains
To the water - beach or lake
National park
Activity or adventure trip
Family visit
City visit
Cultural experience
Romantic getaway
Theme park
Cruise
All Others
To the mountains
To the water - beach or lake
National park
Activity or adventure trip
Family visit
City visit
Cultural experience
Romantic getaway
Theme park
Cruise
All Others n=104 n=90
64
% 54
% 54
% 46
% 40
% 34
% 26
% 24
% 13
% 9% 1%
68
% 54
% 43
% 33
% 38
% 29
% 18
% 13
% 15
% 6% 2%
70
% 53
% 41
% 37
% 37
% 33
% 13
% 16
% 12
% 14
% 2%
C
B
C
B
B
Return to the same
destination
Return to the same
destination
Return to the same
destination Visit a few familiar places Visit a few familiar places Visit a few familiar places
Try new places Try new places Try new places
Q22. Do you tend to return to the same summer destination, visit a few familiar places, or try new places?
Q21. Where do you usually go on summer vacations? (Select all that apply)
Most people forego vacation packages and instead opt to purchase transportation, accommodations and activities individually. They most often leverage the resort website to
book their trips.
126
DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C]
On the resort’s website
Through a rent-by-owner
Through a web-based travel
By calling the resort directly
On a consolidator
Own home/timeshare
Through a professional travel agent
All Others n=106 n=104 n=90
25
% 19
% 18
% 10
% 5% 3% 2% 3%
B
On the resort’s website
Through a rent-by-owner
Through a web-based travel
By calling the resort directly
On a consolidator
Own home/timeshare
Through a professional travel agent
All Others
23
% 15
% 13
% 10
% 6% 5% 0% 3%
On the resort’s website
Through a rent-by-owner
Through a web-based travel
By calling the resort directly
On a consolidator
Own home/timeshare
Through a professional travel agent
All Others
21
% 19
% 8% 8% 4% 3% 0% 2%
91%
Purchase transportation,
accommodations and
activities individually
98%
Purchase transportation,
accommodations and
activities individually
96%
Purchase transportation,
accommodations and
activities individually
Method Used to Purchase:
Q10. Which of the following best describes how you booked your summer vacation to destination?
Q11. Which of the following best describes how you booked your hotel in destination?
C
A
Luxury hotels and rented cabins/houses are the most preferred means of lodging on summer
vacations, though lodging preferences shift slightly between the personas
127
DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C]
Luxury hotel (four stars)
Rented house or cabin
Two or three star hotel
Family home or second residence
Location owned by friends or family
Condominium or apartment
Timeshare
Budget hotel
Camp Ground/camping
Bed and breakfast
All Others n=106
Luxury hotel (four stars)
Rented house or cabin
Two or three star hotel
Family home or second residence
Location owned by friends or family
Condominium or apartment
Timeshare
Budget hotel
Camp Ground/camping
Bed and breakfast
All Others
Luxury hotel (four stars)
Rented house or cabin
Two or three star hotel
Family home or second residence
Location owned by friends or family
Condominium or apartment
Timeshare
Budget hotel
Camp Ground/camping
Bed and breakfast
All Others
While active professionals most
commonly stay in luxury hotels, a
subset are looking to be more
budget friendly and willing to find
cheaper accommodation at
budget hotels
Dynamic families tend to be more
moderate in their lodging with close
to the same number staying in mid-
tier hotels as stay in luxury hotels
Super boomers are about equally
split on their preference for luxury
hotels or finding a house or cabin to
rent.
n=104 n=90
20
% 19
% 10
% 11
% 10
% 9% 4% 7% 4% 4% 2%
19
% 13
% 18
% 12
% 13
% 9% 8% 2% 4% 1% 2%
18
% 19
% 9% 12
% 10
% 13
% 8% 3% 6% 0% 2%
B
C
C
Q12. Where di you stay for the majority of your most recent visit to destination?
Summer vacationers are comparison shoppers, though this is most prevalent for Super Boomers. Establishing trust is imperative for all three personas. Active Professionals are more swayed by what’s
trending.
128
DYNAMIC FAMILIES [B] ACTIVE PROFESSIONALS [A] SUPER BOOMERS [C]
I like to compare prices across different
sources before purchasing
If a product is made by a company I
trust, I’ll buy it even if it’s slightly more
expensive
I expect salespeople to be highly
knowledgeable
When I find a brand I like, I stick to it
I typically read online reviews submitted
by others before purchasing
I buy based on quality, not price
My family has a significant impact
on my buying decisions
I often seek the advice of others
before making a purchase
I am influenced by what’s trending
and what’s not
n=106 n=104 n=90
78
% 80
% 75
% 78
% 72
% 71
% 42
% 53
% 34
%
I like to compare prices across different
sources before purchasing
If a product is made by a company I
trust, I’ll buy it even if it’s slightly more
expensive
I expect salespeople to be highly
knowledgeable
When I find a brand I like, I stick to it
I typically read online reviews submitted
by others before purchasing
I buy based on quality, not price
My family has a significant impact
on my buying decisions
I often seek the advice of others
before making a purchase
I am influenced by what’s trending
and what’s not
I like to compare prices across different
sources before purchasing
If a product is made by a company I
trust, I’ll buy it even if it’s slightly more
expensive
I expect salespeople to be highly
knowledgeable
When I find a brand I like, I stick to it
I typically read online reviews submitted
by others before purchasing
I buy based on quality, not price
My family has a significant impact
on my buying decisions
I often seek the advice of others
before making a purchase
I am influenced by what’s trending
and what’s not
88
% 78
% 73
% 75
% 76
% 74
% 52
% 32
% 20
%
93
% 86
% 81
% 70
% 78
% 79
% 41
% 43
% 11
%
A A
C BC
B B
Q33. Please indicate how much you agree or disagree with the following statements about shopping and spending in general.
THANK YOU!!
NEXT MEETINGS:
VLMDAC MEETING, NOVEMBER 16, 8:30 – 11:30 AM, ANTLERS LODGE
APPENDIX VLMDAC Summer Burke Research
130
Demographics
131
ACTIVE PROFESSIONALS [A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C]
GENDER
Male 52% 47% 41%
Female 48% 53% 59%
AVERAGE AGE
43.1 Years 46.6 Years 52.5 Years
MARITAL STATUS
Single 9% 5% 4%
Married 74% 88% A 79%
Living with a partner 13% B 3% 13% B
Divorced or separated 4% 5% 2%
Widowed 0% 0% 1%
% WITH CHILDREN UNDER 18
35% C 48% AC 20%
QB. Gender
QC. Age
QF. Income
QD. Region
Demographics
132
ACTIVE PROFESSIONALS
[A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C]
EMPLOYMENT STATUS
Employed (Net) 92% C 91% C 79%
Employed full time 88% C 85% 76%
Employed part time 4% 7% 3%
Not currently employed 0% 1% 1%
Homemaker 3% 2% 4%
Retired 6% 6% 17% AB
Divorced or separated 4% 5% 2%
Widowed 0% 0% 1%
AVERAGE INCOME
$158,840 $175,340 A $184,220 A
Q34. When, if ever, did you visit Vail for a winter ski vacation?
Q40. Marital Status
Q41. Children
Q42. Employment
Demographics
133
ACTIVE PROFESSIONALS
[A] DYNAMIC FAMILIES [B] SUPER BOOMERS [C]
VAIL SKIERS
% Visited Vail last ski season 25% BC 11% 11%
CENSUS REGION
Mountain 31% 26% 23%
Pacific 17% 15% 22%
West South Central 14% 18% 16%
East North Central 11% 15% 13%
West North Central 8% 11% 11%
South Atlantic 9% 7% 10%
Middle Atlantic 4% 5% 2%
New England 5% 2% 1%
East South Central 0% 1% 1%
Q34. When, if ever, did you visit Vail for a winter ski vacation?
Q40. Marital Status
Q41. Children
Q42. Employment