HomeMy WebLinkAboutVail 2016 Intercept Follow-Up PresentationFOLLOW-UP TO THE VAIL
INTERCEPT SURVEY
10/20/2016 PRESENTATION
Presented by:
RRC Associates
November 2016
2
Mix of Overnight Visitors
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
Following the October meeting, Chris Romer provided RRC
with visitor estimates by month based on Destimetrics 2016
data. RRC applied survey results from Intercept Surveys
obtained in 2015 and 2016 to estimated visitation to generate
an estimate of real numbers of overnight visitors represented in
summer over the past two years. The sharp growth in overall
visitation (10% in the June through September period year over
year) helps to explain some of the variation in percentages of
visitors (for example, the decline in the international segment
as a percent of all visitors). However, the conclusion remains,
Colorado overnight visitation was very strong.
3
Mix of Overnight Visitors
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
Market Mix Data:
2015 in-state
overnight
2015 out of
state
2015
international
2016 in-state
overnight
2016 out of
state
2016
international
June -September 19%58%9%25%49%5%
Total room nights generated 48,997 149,570 23,209 71,790 140,708 14,358
Year-over-Year change +47%
(+22,793)
-5.9%
(-8,862)
-38%
(+8,851)
Key Market Data:
2015 Texas
2015
Illinois
2015
California
2015
Colorado
overnight 2016 Texas
2016
Illinois
2016
California
2016
Colorado
overnight
June -September 23%4%4%19%17%6%7%35%
Total room nights generated 59,312 10,315 10,315 48,997 48,817 17,230 20,101 100,506
Year-over-Year change -18%+67%+95%+105%
Sources: 2015 Intercept Study (Vail Resorts); 2016 Intercept Study (RRC) –survey dates early June through mid-September
(extended one week later in September in 2016). 2016 data adjusted to account for in-state day visits.
4
Zip Code of Origin
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
As shown in the Zip Code analysis that was also conducted,
Colorado Overnight visitation was particularly strong from the
following cities:
•Denver
•Aurora
•Castle Rock
•Broomfield
•Englewood
•Littleton
5
Percent of Colorado Visitors by Zip Code Origin (Denver Metro)
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
Requests for Additional Information
7
Additional Crosstabulations
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
A series of crosstabulations and zip code maps were provided
under separate cover. The following slides summarize the key
findings from these additional materials.
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Additional Crosstabulations
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
•By Age
•As age increases, length of stay increases, from 3.6 nights on average for
Millennials to 5.2 nights on average for Builders.
•Millennials booked lodging through property owners or management
companies (rental by owner units) more than twice as much (15%) as any
other generation (6 –7%).
•Millennials are most likely to be first-time visitors (39%).
•Builders provided the highest NPS (90%) and Millennials the lowest (68%),
with Gen X and Boomers falling in between.
•By Prior Visitation
•Repeat summer visitors gave a higher NPS (82%) than first-timers (74%).
•First-time summer visitors were generally slightly younger (average age
50.3) than repeat summer visitors (average 52.3).
•Only 13% of first-time summer visitors are from Colorado, while just under
half of repeat visitors (45%) are Colorado residents.
9
Additional Crosstabulations
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
•By Net Promoter Category
•Promoters (% 9 & 10) are more likely than Detractors (% 0 –6) to be
overnight visitors (73% vs. 53%). In contrast, Detractors are more likely to
be day visitors (36% vs. 17% of Promoters).
•Detractors are considerably less likely to be visiting family and friends (4%
vs. 26% of Promoters).
•The largest differences between Promoters and Detractors in average
satisfaction ratings occur for value and parking.
•By Seasonal Residency Status
•Second homeowners participate in more of the listed activities on average
(4.4 activities) than other visitors (2.8).
•The NPS is higher among second homeowners (88%) than other visitors
(79%).
•Second homeowners are generally older (average age 54.2) than other
visitor types (average 51.4).
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Additional Crosstabulations
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
•By State of Origin (Top 6)
•Visitors from Texas and California stayed the longest, with average number
of nights stayed at 6.1 nights and 5.4 nights respectively. Colorado residents
had the shortest length of stay (average 3.7 nights).
•Roughly half of visitors from Florida (50%) and California (46%) were first
time summer visitors.
•With the exception of Florida, visitors from all of the top states other than
Colorado provided a higher NPS than Colorado visitors.
•In-state visitors are younger than visitors from the other top five states, with
an average age of 49.2 compared to 52+ for all of the other states.