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Home My WebLink About6.b. gMfg_VLMDAC_Research-Presentation_051514Vail Summer Research Quantitative Research Fielded April 2014 Presented to VLMDAC May 15, 2014 The Goals 1) Help us understand how to get maximum impact from our limited budgets. Questions we answered: •Who should we be talking to? •What are their motivations? •How can we use that info to our advantage in messaging, imagery and placement? 2) Complement the Burke and intercept studies to better understand our opportunity customers and how we can get them to convert more frequently. •Looking beyond just our current customer to our potential growth target •Establishing the right message and the right place and at the right time Focus: Destination Travelers The Study A national quantitative study through which we could: •Identify the right target audience on which we should focus messaging and media to drive Vail Summer destination conversion •Understand the consumer decision journey for our target audience and identify what messaging is most motivating at what stage in the journey (i.e. evaluation, moment of truth, etc.) •Identify which summer mountain resort activities people participate in – which ones they do already, which ones would motivate them to visit a resort, and which ones they would participate in while at a resort •N=1,000 -US National, with priority markets including: Houston, Dallas, Chicago, St. Louis, and New York City -Gender: 50% Male / 50% Female -HHI $100k+ -25%+ $100-149k -25%+ $150-199k -25%+ $200-249k -25%+ $250k+ -Ages 25-64 years old: -10%+ 25-34 -10%+ 35-44 -10%+ 45-54 -10%+ 55-64 •Has visited a North American mountain resort in the past 5 years Sampling •Quantitative •Online •15-20 minute Length of Interaction •Consumer Decision Journey for summer vacation planning •Likelihood of visiting a Vail mountain resort in the summer •Goodness Beauty Contest -12 Driver statements -12 Barrier statements -12 Conversion statements •Media engagement preferences Survey Study Approach Target Identiﬁcation •To identify our marketing target, we examined who is likely to choose Vail for a Summer destination and who is most receptive to Vail messaging. •We focus on consideration rather than simply looking at afﬁnity or preference, asking respondents about their likelihood to consider Vail next Summer (on a scale of 1-7). “How likely are you to consider Vail for your next Summer destination (2015)?” (Scale of 1-7) Highly Likely (6-7) Moderately Likely (3-5) Unlikely (1-2) Target Identification 7 25-34 Years Old 35-44 Years Old 45-54 Years Old 55-64 Years Old 65-74 Years Old 12% 16% 20% 21% 24% 10% 13% 14% 19% 21% Target Identification - Key Variables How likely are you to consider Vail for your next summer vacation? % Highly Likely (6-7 on a 1-7 scale) Male Female 22% 16% 19% 13% Before Messaging After Messaging $100,000 - $149,999 $150,000 - $199,999 $200,000 - $249,999 $250,000 or more 20% 20% 18% 18% 16% 15% 17% 15% •Females were more likely than males to consider Vail, but both genders were positively affected by messaging. As a result, a slight female skew is recommended. •Age is inversely correlated with consideration; younger consumers are more likely to consider Vail. We recommend focusing marketing resources on the most likely customers - 25-54 year olds. •Although individuals with higher HHI are more likely to consider Vail, the $100-199k HHI consumers are not far behind. Coinciding with the inclusion of 25-34 year olds, we recommend including all individuals with $100k+ HHI in the marketing target. 8 Has Children Under 18 At Home Does Not Have Children Under 18 At Home 17% 24% 13% 23% Target Identification - Other Variables How likely are you to consider Vail for your next summer vacation? % Highly Likely (6-7 on a 1-7 scale) Single (not living with a partner) Married / living with a partner 19% 24% 16% 15% Before Messaging After Messaging •Despite being less likely to consider Vail before going through our messaging battery, Single individuals were more likely to do so afterward.   •We saw a greater difference determined by whether or not an individual has children. Those that do are much more likely to consider Vail - both before and after messaging.   •Therefore, we’d like to recommend that our target include those with children, regardless of marital status. 9 Recommended Vail Summer Marketing Target •Ages 25-54 •Has children 17 years old or younger living at home •At least $100K HHI •Slight female skew •No other demographic restrictions or skews Leveraging Prior Research •We will draw upon learnings of past research, including Tracking Reports and Intercept Reports, to inform survey design and analytical methods for our study.  •Although the Summer Tracking Report provides a solid foundation, it does not focus enough on individuals in our target audience - the overall sample size is 501, of whom only 85 respondents have an annual household income over $150,000. Our study will have 750 of such respondents.  •Additionally, although the Intercept Report gives us a great idea of what kinds of people are already going to Vail, it does not inform us about what kinds of people would consider going nor what would induce / enhance that consideration. Furthermore, whereas this report touches on what activities people participate in once they are at Vail, our study will examine which activities drive consideration. For example, although most people hike when they are at Vail, hiking may not be a driving force to choose Vail. December 2011 Summer Tracking - Report - for Driving conversion in a crowded marketplace requires a holistic and detailed understanding of what consumers look for at every stage of the purchase process - from Trigger all the way through the Moment of Truth and beyond. 12 All slides that follow will contain analyses of and commentary regarding the recommended Vail Summer Marketing Target (unless otherwise noted). •Ages 25-54 •Has children 17 years old or younger living at home •At least $100K HHI •Slight female skew •No other demographic restrictions or skews Trigger •Previous Experience •Destination Awareness •Trip Inspiration 14 Previous Experience - General Note: Results are shown for the Marketing Target Survey Question: Q10. “What was the last summer vacation destination you visited? Please select one.” Last Summer Vacation Destination Visited Beach vacation Mountain vacation National park City visit in the US Theme park Family visit Country visit outside the US Cruise Nature / Adventure tour Spa / Exercise / Health & Wellness retreat 1% 1% 3% 7% 10% 11% 12% 12% 15% 27% 15 Previous Experience - Mountain Resort Destinations Note: Results are shown for the Marketing Target Survey Question: Q30. “When was the last time you visited a mountain resort?”; Q32. “Was your last mountain resort vacation during the winter or summer seasons (as deﬁned below)?”; Last Mountain Resort Vacation Timeframe This year (2014) Last year (2013) Two years ago (2012) Three years ago (2011) Four years ago (2010) Five years ago (2009)7% 5% 6% 17% 40% 25% Last Mountain Resort Vacation Season Winter (November - April) Summer (May - October)46% 54% •Most of our target audience has visited a mountain resort in the past 18 months, most likely in the winter. 16 Destination Awareness & Experience Note: Results are shown for the Marketing Target, sorted by Awareness. Survey Question: Q26. “Which of the following mountain destinations have you ever seen or heard of? Please select all that apply.”; Q27. “Which of the following mountain destinations have you ever visited for a summer vacation? Please select all that apply.” Mountain Destination Awareness & Summer Experience Lake Tahoe Aspen Vail Breckenridge Park City Telluride Whistler / Blackcomb Steamboat Keystone Beaver Creek 11% 13% 13% 7% 10% 8% 27% 21% 20% 40% 55% 57% 66% 67% 70% 71% 76% 79% 85% 86% Awareness Has Visited •Vail is currently in third place among North American mountain destinations in terms of consumer awareness (behind Tahoe and Aspen) and summer experience (behind Tahoe and Breckenridge). 17 Note: Results are shown for the Marketing Target Survey Question: Q11. “Where did you learn about or get inspired for summer destinations? Please select all that apply.” Learning & Inspiration about   Summer Vacation Destinations Friends and family Travel review sites Travel shows on television Travel magazines Discount travel sites / email alerts Social media Special interest media 11% 14% 17% 18% 19% 34% 74% Trip Inspiration •Our target audience’s favorite sources to get inspired about vacation destinations is their friends and family, followed by travel review sites (i.e., TripAdvisor). Consideration •Destination Consideration •Decision Factors 19 Note: Results are shown for the Marketing Target, sorted by Considered for Last Vacation Survey Question: Q28. “Which of the following mountain destinations did you visit or consider visiting this past summer? Please select all that apply.”; Q29. “Which of the following mountain destinations would you consider visiting for your next summer vacation? Please select all that apply. ” Mountain Destination Consideration for Past & Next Vacations Lake Tahoe Breckenridge Vail Aspen Telluride Steamboat North Carolina mountains Beaver Creek Keystone Crested Butte Whistler / Blackcomb 15% 11% 10% 10% 9% 14% 15% 24% 21% 21% 35% 4% 4% 5% 5% 6% 6% 7% 10% 11% 13% 22% Considered Last Summer Vacation Considering for Next Summer Vacation Summer Destination Consideration •Similar to the standings for awareness and past visits, Vail ranks third among mountain destinations for summer vacation consideration. 20 Note: Results are shown for the Marketing Target Survey Question: Q12. “Why did you choose to go to this vacation destination? Please allocate 100 points across the following options, giving more points to the options that were more inﬂuential.” Summer Vacation  Destination Choice Drivers Family – Quality time with family Escape – To get away from it all and relax Activity – To participate in a speciﬁc/hobby activity Enrichment – To try new things and learn new things Friends – To spend time with my friends Adventure – To participate in high-adrenaline activities like… Tradition – I go to the same place every year Romantic Getaway – To take a vacation with a romantic partner Health & Wellness – To enjoy spas, beauty treatments, yoga, … Special Event – To attend sporting event, cultural event, concert, etc. Nightlife – To explore bars, clubs, and other activities at night 1% 2% 3% 3% 4% 4% 7% 7% 8% 18% 41% Decision Factors •Our target audience is choosing their destination for quality time with family and for a relaxing getaway - not for the nightlife nor special events. Evaluation •Trip Research •Planning 22 Note: Results are shown for the Marketing Target Survey Question: Q36. “What different sources did you review / speak with / visit before you decided to book? Please select all that apply.” Research & Discussion about   Mountain Vacation Destinations Friends and family Travel review sites Travel magazines Discount travel sites / email alerts Social media Special interest media Travel shows on television 3% 6% 8% 13% 14% 37% 58% Trip Research •Similar to how our target audience gets inspired about vacation destinations, the top research/discussion sources are friends & family and travel review sites. 23 Note: Results are shown for the Marketing Target Survey Question: Q13. “How long before your vacation did you start planning it? Please select one.”; Q17. “How long before your vacation did you make travel reservations? Please select one.”; Q23. “How long before your vacation did you begin to make reservations for activities and/or amenities? Please select one.” Summer Vacation Planning   Timeframe Before Trip One week or less 2-4 weeks 1-3 months 4-6 months 7-12 months Over a year 0% 2% 11% 19% 19% 50% 1% 9% 24% 44% 14% 8% 1% 15% 33% 40% 8% 4%Vacation Planning Making Travel Reservations Making Activity/Amenity Reservations Planning •The planning window for our target audience is 1-6 months prior to their vacation, while their booking window is 1-3 months prior; however, they don’t usually make reservations for activities or amenities until they are at their destination or in the week prior (50%). Moment of Truth •Destination Selection •Reservations 25 Note: Results are shown for the Marketing Target Survey Question: Q14. “Who was responsible for selecting the destination for your summer vacation? Please allocate 100 points across the following options, giving more points to the more inﬂuential individual(s).”; Q15. “Who booked the accommodation reservations for the vacation?” Inﬂuence & Action on   Summer Vacation Destination Selection Myself My partner / spouse My family member(s) My friend(s) Other member(s) of a special interest group I'm in My co-worker(s)0% 0% 4% 11% 20% 65% 0% 1% 5% 19% 29% 46% Inﬂuence Booking •Our target audience feels that they have nearly half (46%) of the total inﬂuence on destination selection, followed by their partner/spouse (29%) and family members (19%); however, our survey respondents were usually the ones to book the reservations. Destination Selection 26 Note: Results are shown for the Marketing Target Survey Question: Q16. “How did you/he/she make the accommodation reservations?”; Q37. “What factors inﬂuenced your choice of ﬁnal booking website? Please select all that apply.” Summer Vacation   Booking Method Online on a computer By telephone Through a travel agent Online via mobile device In person 1% 1% 4% 13% 77% Mountain Vacation   Booking Method Decision Price Information about destination Package deals with activities / amenities Package deals with travel Loyalty program / reward points 8% 8% 10% 44% 62% Reservations Experience •Activities 28 Note: Results are shown for the Marketing Target Survey Question: Q18. “Whom did you go on this vacation with? Please indicate the number of people from each of the following types, and do not count anyone more than once.”; Q19. “How far did you travel to get to your vacation destination? Please select one.”; Summer Vacation  Travel Companions Family Friends Spouse / partner Members of group / association Co-workers 1% 5% 12% 17% 66% Summer Vacation  Party Size 1 Person 2 People 3-4 People 5-6 People 7-10 People 11+ People 11% 17% 23% 39% 11% 0% Summer Vacation Overview 29 Note: Results are shown for the Marketing Target Survey Question: Q20. “What activities / amenities did you and / or your travel companions participate in on your vacation? Please select all that apply.”; Q21, “Which, if any, activity / amenity made you choose to visit this particular destination? Please select one.” Summer Vacation Activities / Amenities Rest / Relaxation Sightseeing Hiking / Backpacking Wedding / Family Event / Friends Swimming Pool / Jacuzzi Nature Tour Sailing / motor boating Golf Whitewater Rafting Live Sports Event Camping Local Restaurant Dining Spa / Beauty Treatment Performing Arts / Cultural Events / Concerts Zip Line Shopping Fishing Road Biking / Cycling Horseback riding Mountain Biking Yoga / Meditation Walking for exercise Scenic Chairlift / Gondola Ride Climbing Tennis 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 1% 1% 1% 1% 1% 1% 1% 2% 4% 4% 5% 8% 18% 19% 6% 8% 10% 59% 5% 7% 10% 12% 14% 59% 9% 15% 17% 69% 7% 7% 7% 11% 15% 30% 56% 7% 36% 64% 70% Participated In Top Driver of Destination Choice Summer Destination Activities •R&R and Sightseeing are the activities that were most inﬂuential in destination choice; although people walk, shop, and dine at restaurants while on vacation, those activities alone are not driving destination choice. No single activity, other than the broad categories of ‘Rest/ Relaxation’ and ‘Sightseeing,’ got even 10% of the vote. Share •Social Media Behavior 31 Note: Results are shown for the Marketing Target Survey Question: Q24. “Which, if any, types of Social Media did you use to post about your trip? Please select all that apply.”; Q25. “What motivated you to post about your trip? Please allocate 100 points across the following options.” Posts About Summer Vacation Facebook TripAdvisor Instagram Twitter Yelp YouTube Foursquare Pinterest Tumblr 1% 1% 3% 5% 6% 7% 11% 16% 56% Motivation to Post About Summer Vacation To share with friends and family To document my experience using social media To recommend certain activities / amenities to friends and family To show off to friends and family To recommend the destination to friends and family To warn friends and family not to participate in certain activities/amenities To warn friends and family not to visit the destination 1% 1% 8% 9% 9% 18% 53% •Facebook, TripAdvisor, and Instagram are the most popular places for our target audience to post about their trip; when they do post, it’s usually to share with friends and family or to document their experience. Social Media Behavior •Statements were developed and tested in several categories in order to understand which concepts and phrases resonate with our target audience. -12 Driver statements -12 Barrier statements -12 Conversion statements   •The #1-scoring territory does not automatically become the messaging platform; instead, the top- scoring and bottom-scoring territories inform the messaging platform  •This methodology ensures that we focus strategy, media and creative on the messaging we know will resonate with, and more importantly motivate our target audience to act. Messaging Testing 33 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q39-44. “Why would you/others be interested in visiting Vail in the summer? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” Nature and family-friendly activities were the most motivating drivers, especially when balanced with resort amenities and action / adventure - without having to go camping. Sporting events and cultural events were the least motivating drivers. Drivers (Crowd Score) I want to enjoy the beautiful scenery and commune with nature I want to be somewhere that has activities for the whole family to enjoy – together and independently I want to experience the very best that nature has to offer, with a touch of indulgence. I want the amenities of a resort, but I also like to get my blood pumping outdoors. I love the mountains but I don’t want to go camping I want to take advantage of luxury amenities, spas, and pampering I want to get away and rejuvenate my physical and spiritual self I want an authentic, high-quality vacation without a superﬁcial “see and be seen” atmosphere. I want to enjoy high-quality culinary experiences – on and off the mountain. I want to challenge myself physically with outdoor activities I want to attend cultural events (music, arts, etc.) I want to attend or participate in sporting / athletic events 65 78 81 81 88 93 97 105 107 110 146 149 100 Drivers 34 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q39-44. “Why would you/others be interested in visiting Vail in the summer? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” Nature and family-friendly activities were the most motivating drivers, especially when balanced with resort amenities and action / adventure - without having to go camping. Sporting events and cultural events were the least motivating drivers.Drivers (Crowd Score) I want to enjoy the beautiful scenery and commune with nature I want to be somewhere that has activities for the whole family to enjoy – together and independently I want to experience the very best that nature has to offer, with a touch of indulgence. I want the amenities of a resort, but I also like to get my blood pumping outdoors. I love the mountains but I don’t want to go camping 105 107 110 146 149 100 Drivers - Over Index 35 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q45-50. “Why would you be hesitant to visit Vail in the summer? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” Anticipated expense is an even larger barrier for Vail than the perception of a winter destination (this holds true even for those with annual household incomes above $250,000). Additionally, the existence of comparable mountain resorts is also a strong barrier, but not nightlife or cultural experiences. Barriers (Crowd Score) It’s too expensive I think of Vail as a winter destination There are many comparable mountain resorts I could visit I don’t know what’s going on at Vail in Summer I can ﬁnd equally beautiful nature in other places Other mountain resorts have more interesting events/activities There’s nothing/not enough for my family / children to do It’s too hard to get to I prefer my nature experiences to be more wild, less polished The pace of life at Vail is too slow; I’m looking for a buzzy vacation spot The nightlife is practically nonexistent I want my vacation to provide a cultural experience 52 54 60 69 85 87 91 99 108 135 169 191 100 Barriers 36 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q45-50. “Why would you be hesitant to visit Vail in the summer? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” Anticipated expense is an even larger barrier for Vail than the perception of a winter destination (this holds true even for those with annual household incomes above $250,000). Additionally, the existence of comparable mountain resorts is also a strong barrier, but not nightlife or cultural experiences. Barriers (Crowd Score) It’s too expensive I think of Vail as a winter destination There are many comparable mountain resorts I could visit I don’t know what’s going on at Vail in Summer 108 135 169 191 100 Barriers - Over Index 37 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q51-56. “How much would the following statements motivate you to consider Vail for your next summer vacation? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” The top-scoring conversion statements involved family-friendly activities and the combination of resort amenities and natural beauty; sporting / cultural events and culinary experiences were the least motivating subjects. Messaging (Crowd Score) Vail offers activities and amenities for the whole family to enjoy. Vail is buzzing all summer long with events and activities. Vail has excellent hiking / mountain biking / outdoor activities. Vail is for families who like to go on active vacations. Only Vail offers the unique combination of top quality resort amenities and beautiful natural surroundings. Treat yourself to a mountain experience that’s second to none – Vail. Vail possesses pristine natural beauty and a commitment to the ﬁner things in life. Vail has a large music festival this summer. Vail is an elite vacation destination. Vail has several cultural events this summer. Vail offers a breadth of outstanding culinary experiences, from ﬁne dining to casual cafes. Vail is hosting several sporting events this summer.77 78 79 80 94 98 102 103 112 113 124 140 100 Conversion Messaging 38 Note: Results are shown for the Creative Target, which includes the Media Target without rejectors (those who indicated they were unlikely to consider Vail. Survey Question: Q51-56. “How much would the following statements motivate you to consider Vail for your next summer vacation? (Please allocate a total of 100 points, awarding the most points to the one that is more persuasive)” The top-scoring conversion statements involved family-friendly activities and the combination of resort amenities and natural beauty; sporting / cultural events and culinary experiences were the least motivating subjects. Messaging (Crowd Score) Vail offers activities and amenities for the whole family to enjoy. Vail is buzzing all summer long with events and activities. Vail has excellent hiking / mountain biking / outdoor activities. Vail is for families who like to go on active vacations. Only Vail offers the unique combination of top quality resort amenities and beautiful natural surroundings. Treat yourself to a mountain experience that’s second to none – Vail.102 103 112 113 124 140 100 Conversion Messaging - Over Index 39 Only Vail offers the perfect blend of beautiful natural surroundings and top-quality resort amenities, with summer activities for the whole family to enjoy. Statistically-Informed Positioning 40 Only Vail offers the perfect1 blend of beautiful natural surroundings2 and top-quality resort amenities3, with summer4 activities5 for the whole family6 to enjoy7. 1.The third-highest scoring barrier is that “There are many comparable mountain resorts I could visit,” a notion that we can mitigate using exclusive-sounding language like ‘only’ and ‘perfect.’ 2.Nature is the dominant driver for mountain resort vacations - speciﬁcally “I want to enjoy the beautiful scenery and commune with nature.” 3.Our target audience wants resort amenities even in nature, claiming to want “to experience the very best that nature has to offer, with a touch of indulgence.” 4.The perception of Vail as a winter destination is the second-strongest barrier for consumers, and the second-highest and third-highest scoring messaging statements talk about summer activities. 5.Activities formed the basis of the top 4 messaging statements, including “Vail is buzzing all summer long with events and activities.” 6.The importance of family echoed throughout many parts of our ﬁndings, including the top-scoring messaging statements, “Vail offers activities and amenities for the whole family to enjoy.” 7.Our target audience seeks relaxation and resort amenities, but they also want to actively participate, as indicated in a top scoring driver, “… I also like to get my blood pumping outdoors” and high scoring conversion statement, “Vail is for families who like to go on active vacations.” Positioning Unpacked What does this mean for the Town of Vail? Implications 1) We should consider revising our media target. •Shift from 35-64 to 25-54 •$100K+ HHI •Different family composition •Female skew 2) This year's timing and messaging shifts were spot on. •Starting earlier helps us better sync with our destination traveler's trip planning cycle. We should consider starting even earlier •Events are not motivating to destination travelers. Continuing the shift to brand messaging allows us some timing flexibility Implications 3) We're on the right track creatively. •‘Get away from it all and have it all' is a lead overarching message that’s motivating visitation •The nuance is to shift from luxury wilderness, to wilderness luxury •Participation is important as a balance to relaxation and luxury 4) Some of our activities and amenities are good proof points underneath our brand position, but none of them can serve as a standalone lead message. 5) We need to continue selling Vail vs. a mountain vacation. •Top barriers - people consider other mountains comparable; we are perceived to be more expensive •Our unique combination of wilderness and luxury will help establish 'Why Vail' Thank you! Appendix 46 Target Identification - Other Variables How likely are you to consider Vail for your next summer vacation? % Highly Likely (6-7 on a 1-7 scale) Hispanic/Latino Caucasian African-American Asian 18% 19% 26% 39% 15% 16% 24% 25% Before Messaging After Messaging Some college (less than 4 years) College graduate Post-graduate degree 19% 19% 21% 17% 15% 17% •Some groups here stand out as being particularly likely to consider Vail, no groups should be excluded here for having too low of such likelihood.  •The low score here for retirees conﬁrms our recommendation to exclude those ages 55-74 years old from the media target. Manage household Employed full time Employed part time Self-employed Retired 9% 14% 22% 21% 29% 6% 14% 17% 18% 21% 47 Previous Experience - Mountain Resort Destinations Note: Results are shown for the Marketing Target Survey Question: Q30. “When was the last time you visited a mountain resort?”; Q31. “Which mountain destination did you visit? Please select one.”; Q32. “Was your last mountain resort vacation during the winter or summer seasons (as deﬁned below)?”; Most of our target audience last visited a mountain resort in the past 18 months, most likely in the winter. Vail is the third-most popular mountain resort destination, behind Lake Tahoe and Breckenridge. Last Mountain Resort Vacation Timeframe This year (2014) Last year (2013) Two years ago (2012) Three years ago (2011) Four years ago (2010) Five years ago (2009)7% 5% 6% 17% 40% 25% Last Mountain Resort Destination Lake TahoeBreckenridgeVailSteamboatAspenKeystonePark CityBear MountainBeaver CreekTellurideWhistler / BlackcombWinter ParkNorth Carolina mountainsCopper MountainSmokey MountainsCrested ButteDeer ValleyMammothYosemiteHeavenly ValleySnowmassEstes Park 1% 1% 1% 2% 2% 2% 2% 2% 3% 3% 4% 4% 4% 4% 4% 4% 5% 5% 6% 6% 14% 24% Last Mountain Resort Vacation Season Winter (November - April) Summer (May - October)46% 54% 48 Reservations Note: Results are shown for the Marketing Target Survey Question: Q16. “How did you/he/she make the accommodation reservations?”; Q34. “Did you reserve a travel package (airfare, lodging, and / or car / ground transfers) or did you reserve each item separately?”; Q35. “Did you book property direct or via an online travel agent?”; Q37. “What factors inﬂuenced your choice of ﬁnal booking website? Please select all that apply.” Most consumers book separate travel & lodging reservations online (on a computer), and choose their booking method based primarily on price and destination information. They’re most likely to book accommodations directly with the mountain destination they are staying at. Summer Vacation   Booking Method Online on a computer By telephone Through a travel agent Online via mobile device In person 1% 1% 4% 13% 77% Mountain Vacation  Package vs. A La Carte Separate Travel & Lodging Travel Package 8% 92% Mountain Vacation   Direct vs. Agent Directly with the mountain destination Through an online "travel agent" Neither of the above 31% 13% 56% Mountain Vacation   Booking Method Decision Price Information about destination Package deals with activities / amenities Package deals with travel Loyalty program / reward points 8% 8% 10% 44% 62% 49 Activity Reservations Note: Results are shown for the Marketing Target Survey Question: Q22. “Which, if any, activities / amenities were reserved in advance of your trip?” When our target reserves activities / amenities in advance (which is rare), they are most likely to be sightseeing tours and restaurant reservations. Summer Vacation Activity / Amenity Reservations Sightseeing Local Restaurant Dining Nature Tour Spa / Beauty Treatment Rest / Relaxation Golf Performing Arts / Cultural Events / Concerts Whitewater Rafting Zip Line Live Sports Event Camping Swimming Pool / Jacuzzi Wedding / Family Event / Friends Climbing Horseback riding Sailing / motor boating Fishing Hiking / Backpacking Mountain Biking Road Biking / Cycling Shopping Walking for exercise Scenic Chairlift / Gondola Ride Yoga / Meditation Tennis 0% 0% 1% 1% 1% 1% 1% 1% 1% 2% 2% 2% 2% 2% 4% 4% 5% 5% 5% 5% 5% 6% 6% 9% 9% 50 Device Ownership Note: Results are shown for the Marketing Target Survey Question: Q58. “Please indicate which of the following electronic devices you currently own (Select all that apply).”; Q59. “Which operating system(s) do your smartphone and/or tablet run? Please check all that apply.” Our target audience is more likely to own smartphones than televisions and laptops, and tablet ownership is not far behind; their mobile devices most likely run Apple’s iOS. Devices Owned Smartphone Television Laptop Computer Tablet Desktop Computer Connected gaming device e-Book Reader OTT Streaming Video Devicetc.) Cellphone (one which is not a Smartphone)23% 33% 47% 57% 66% 84% 89% 92% 93% Mobile OS Used iOS (Apple) Android (Google) BBX (Blackberry)4% 36% 80% 51 Entertainment Preferences Note: Results are shown for the Marketing Target Survey Question: Q60. “Which of the following sources of entertainment are indispensable for you?” For our target audience, television, movies, and books are considered indispensable; Facebook is the most popular social media, followed by YouTube. Indispensable Entertainment Television Movies Books Facebook Radio Mobile Apps Newspapers Streaming music Magazines Live music / concerts YouTube Streaming video Computer games Pinterest Console video games Instagram Blogs Twitter Podcasts Tumblr 1% 5% 5% 6% 6% 6% 7% 9% 14% 15% 20% 20% 20% 23% 26% 27% 31% 40% 43% 64% 52 Engagement Preferences Note: Results are shown for the Marketing Target Survey Question: Q61. “Which of the following ways do you want to engage with and learn about resort brands? (Please select up to 5 of the following options) ” Our target audience prefers to learn about resort brands through the brand’s website, discussing with friends & family, and searching for them online using a search engine. Preferred Ways to Engage With & Learn About Resort Brands Visiting their website From friends or family talking about them Searching for them on a search engine Receiving a coupon Articles in newspapers / magazines Seeing people talking about them on a social network Receiving something in the mail Receiving something via email Seeing them on a TV program Reading about them on a news website TV ads Hearing people talking about them on a blog or forum Newspaper / magazine ads Seeing / hearing something about them on the news Visiting their mobile site Watching a video on YouTube (or another video sharing site) Like them on Facebook Seeing an ad from them on the internet Radio ads Through sponsoring / hosting a concert / music festival Downloading their app Through sponsoring a TV program / TV series Through sponsoring / hosting a sporting event / team Seeing an ad on a billboard / bus stop Follow them on Twitter Celebrity endorsement 1% 2% 2% 3% 4% 5% 5% 5% 6% 7% 9% 9% 10% 10% 13% 13% 14% 15% 17% 17% 20% 23% 28% 35% 49% 57%