The URL can be used to link to this page

Home My WebLink About12. Mountain Traveler Sentiment Survey Results_VailMountain Traveler Sentiment Survey 2020 Vail Results . Table of Contents About the Vail Research 1 Demographic Profile 2 Employment Status 3 Travel Intentions 4 - 7 Comfort Level with Travel Activities 8 - 9 Ski/Snowboard Customer Results 10 - 12 Second Homeowner Results 13 Report Updated as of Thursday, August 27, 2020. Vail | Mountain Traveler Sentiment Survey 2020 About the Vail Research The Mountain Traveler Sentiment Survey is a customer intelligence research project intended to document patterns and future plans of mountain travelers, including both summer and winter travelers, locals, destination visitors, and second homeowners. RRC Associates created and launched the survey initiative in June 2020 as a pro bono project to benefit decision makers at ski resorts, destination marketing organizations, and other entities. It is our hope that the information can be used for greater clarity and better outcomes during the uncertainty of the coronavirus. Thank you for your participation in the study. If you have questions about the results, please contact Dave Belin at RRC Associates: davidb@rrcassociates.com. 43,771 Overall Surveys to Date 298 Vail Surveys to Date Sample Sizes: 1 District Vail . Under 25 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Avg. n= 2% 2% 12% 10% 20% 21% 25% 22% 24% 25% 15% 16% 3% 3% 50.8 51.1 33,664 249 Age of respondent: Single, no children Couple, no children Household (single or couple) with children living at home Household (single or couple) with grown children no longer at home Multi-generational home (grandparents, parents, children) n= 13% 14% 21% 21% 38% 39% 25% 24% 3% 3% 259 35,519 Which best describes your current household status? Vail | Mountain Traveler Sentiment Survey 2020 Demographic Profile 2 Vail Overall 47% 52% 1% n=259 38% 61% 1% n=35,312 Respondent Gender: Female Male Other/Self-identified District Vail Vail Overall . Employed full-time Retired Employed part-time Not currently employed for pay (and not looking for employment) Prefer not to say Not currently employed, but looking for work n= 60% 69% 24% 20% 6% 5% 5% 3% 4% 3% 0% 1% 207 28,615 Which of the following best describes your current employment status? Vail | Mountain Traveler Sentiment Survey 2020 Employment Status Vail Overall No Yes, I still have my job, but my hours/pay were reduced Yes, I was recently laid off or otherwise lost my position due to Covid-19, but I expect to get my job back Yes, I was recently laid off, let go, or otherwise lost my position due to COVID-19, and I expect to get my job back Yes, I voluntarily left my job due to concerns related to COVID-19 n= 83% 80% 11% 12% 3% 6% 3% 2% 1% 1% 34,811 260 Has your employment status changed as a result of the Covid-19 pandemic? 3 District Vail May 2020 June 2020 July 2020 August 2020 September 2020 October 2020 November 2020 December 2020 January 2021 February 2021 March 2021 April 2021 May 2021 June 2021 July 2021 No trips planned, but I hope to travel if health and safety conditions permit No trips planned, and I don't expect to travel even if health and safety conditions i.. n= 0% 3% 17% 28% 23% 23% 30% 20% 23% 18% 22% 31% 32% 29% 20% 33% 20% 29% 27% 15% 16% 10% 12% 8% 17% 2% 18% 22% 19% 1% 1% 43,064 298 Even if only tentatively scheduled, in which of the next 12 months do you currently plan to take leisure trips? (Check all that apply) Mountain destinations/resorts (including ski resorts) U.S. national parks Visit a vacation home owned by me, family or friends Visit friends or family in the city where they live State, county or regional parks or recreation areas Small towns, villages or rural destination/attractions Beach destination/resorts Campground or cabin site RV or motorhome trip Desert destinations/resorts Cities or metropolitan areas Other type of trip Theme or amusement parks Cruise trip n= 69% 67% 39% 45% 46% 44% 49% 43% 39% 42% 30% 37% 36% 37% 26% 36% 9% 15% 13% 12% 16% 9% 4% 4% 5% 3% 3% 2% 276 38,260 Once you feel it is safe again to travel, which best describes the place(s) you will likely visit on your FIRST OVERNIGHT LEISURE TRIP since the virus hit? (Check all that apply) Vail | Mountain Traveler Sentiment Survey 2020 Travel Intentions Overall Vail 4 Yes No Don't know/not sure n= 70% 72% 29% 26% 2% 2% 293 40,452 Have you canceled or postponed one or more upcoming trips due to safety or other concerns? District Vail . Rating Category Location Avg.n=Not concerned (1 & 2)Neutral (3)Concerned (4 & 5) Concern for others in my household Vail 3.6 267 Overall 3.6 37,028 Concern for myself Vail 3.2 272 Overall 3.3 37,184 21%24%55% 18%23%59% 26%30%43% 26%30%43% How would you rate your level of concern about contracting COVID-19? Average Rating and Percent Responding 1 - 5. 1 - Not at all concerned 2 3 4 5 - Extremely concerned Vail | Mountain Traveler Sentiment Survey 2020 Travel Intentions Vail Overall 5 Destination I have visited before New destination Don't know/not sure n= 61% 67% 16% 16% 23% 18% 38,182 276 Thinking about that first leisure trip you might take, would you expect to visit a destination you have visited before, or a new destination? 5 - I am eager to travel when conditions are safe 4 3 - I am moderately interested in traveling when conditions are safe 2 1 - I have no interest in travel, even when conditions are safe Avg. n= 77% 67% 10% 14% 12% 16% 1% 2% 0% 1% 4.6 4.5 276 38,207 How would you rate your desire to travel once conditions become safe? District Vail Vail | Mountain Traveler Sentiment Survey 2020 Travel Intentions Vail Overall 6 No Yes, summer 2020 Yes, spring 2020 Yes, winter 2019/20 Yes, fall 2019 Yes, summer 2019 Yes, spring 2019 n= 2% 28% 16% 2% 60% 11% 50% 60% 26% 15% 40% 18% 23% 15% 215 34,070 Did you visit [Your Resort] in the past 12 months? (Check all that apply) Already planning a trip Definitely will visit Very likely to visit Somewhat likely to visit Unlikely to visit Not at all likely to visit n= 38% 22% 18% 18% 20% 19% 14% 26% 8% 12% 2% 3% 215 34,095 How likely are you to visit this destination in the next 12 months? . Safety of air travel Going to COVID-19 hot spots Inability to maintain social distance Limited activities available at destination (due to health & safety closures or constraints, occupancy limits, etc.) Safety of lodging Safety of food & beverage outlets/restaurants Family member/friend or I am at high risk for COVID-19 Inconvenience of personal health & safety measures while traveling (social distancing, wearing mask, etc.) Safety of recreational or leisure activities Personal financial situation Other n= 62% 58% 58% 58% 54% 54% 51% 55% 42% 35% 41% 36% 32% 32% 31% 28% 24% 21% 9% 9% 3% 3% 39,343 264 What would be your biggest concerns about starting to travel again? (Check all that apply) District Vail Vail | Mountain Traveler Sentiment Survey 2020 Travel Intentions Vail Overall 7 May 2020 June 2020 July 2020 August 2020 September 2020 October 2020 November 2020 December 2020 January 2021 February 2021 March 2021 April 2021 May 2021 June 2021 July 2021 No plans to visit n= 0% 2% 8% 12% 27% 12% 32% 11% 24% 13% 16% 36% 31% 50% 34% 60% 37% 50% 40% 19% 15% 7% 13% 8% 27% 2% 40% 6% 3% 33,721 211 If you visit [Your Resort] in the next 12 months, what month(s) would you most likely visit? Please select all that apply for one or multiple trips in the next 12 months Ability to cancel trip reservations without penalty Health and safety measures being implemented in the destination Health and safety practices which are expected of visitors Activities and offerings which are open (or closed) Clear picture of what it's like to visit the destination given the virus Assurance that our destination is welcoming visitors/open for business Evidence that other people are already visiting the destination safely Other n= 70% 65% 70% 72% 68% 67% 64% 71% 61% 58% 49% 54% 28% 29% 4% 3% 33,901 214 Once you consider travel to be safe again, what information would you need to help make you more likely to visit [Your Resort]? (Check all that apply) District Vail Vail | Mountain Traveler Sentiment Survey 2020 Comfort Level with Travel Activities Vail Only 8 Rating Category Avg.n=Unsafe/Very unsafe (1 & 2)Neutral (3)Safe/ Very Safe (4 & 5) Dispersed outdoor recreation (hiking, walking, fishing, etc.)4.6 278 Dining outdoors at a restaurant 4.0 278 Taking a road trip 4.0 278 Skiing/snowboarding at a ski area 3.8 277 Visiting friends and relatives 3.5 279 Staying in a vacation rental (Airbnb, VRBO, etc.)3.5 278 Going shopping 3.4 278 Staying in a hotel 3.4 279 Traveling for business reasons 2.8 276 Dining indoors at a restaurant 2.8 278 Traveling on a commercial airline 2.8 278 Outdoor festivals or concerts 2.6 279 Traveling outside the U S 2.5 278 Indoor concert, performance, or movie 2.0 278 Attending a conference/convention 2.0 278 Traveling on a cruise line 1.5 277 1%4%95% 8%13%79% 8%19%73% 16%22%62% 16%28%57% 18%24%58% 18%33%49% 21%28%51% 39%33%28% 45%23%32% 43%29%27% 52%20%27% 54%24%21% 76%13%11% 76%13%11% 88%7%5% At this moment, how safe would you feel doing each type of travel activity? Average Rating and Percent Responding 1 - 5. *Categories are sorted in descending order by the average rating of Vail respondents. 1 - Very unsafe 2 - Unsafe 3 - Neutral 4 - Safe 5 - Very safe District Vail Vail | Mountain Traveler Sentiment Survey 2020 Comfort Level with Travel Activities Vail vs. Overall 9 Average Rating 1 - 5 Dispersed outdoor recreation (hiking, walking, fishing, etc.) Dining outdoors at a restaurant Taking a road trip Skiing/snowboarding at a ski area Visiting friends and relatives Staying in a vacation rental (Airbnb, VRBO, etc.) Going shopping Staying in a hotel Traveling for business reasons Dining indoors at a restaurant Traveling on a commercial airline Outdoor festivals or concerts Traveling outside the U S Indoor concert, performance, or movie Attending a conference/convention Traveling on a cruise line 1.5 (+0.0) 2.0 (+0.1) 2.0 (+0.2) 2.5 (+0.2) 2.6 (+0.2) 2.8 (+0.3) 2.8 (+0.3) 2.8 (+0.2) 3.4 (+0.3) 3.4 (+0.2) 3.5 (+0.2) 3.5 (+0.1) 3.8 (-0.1) 4.0 (+0.1) 4.0 (+0.3) 4.6 (+0.1) At this moment, how safe would you feel doing each type of travel activity? Average Rating. *Categories are sorted in descending order by the average rating of Vail respondents. District Vail Vail Overall Vail | Mountain Traveler Sentiment Survey 2020 Ski/Snowboard Customer Results Vail Overall 10 Downhill skier Summer mountain traveler Second homeowner in/near a mountain town Snowboarder Resident of a mountain town Other n= 71% 83% 76% 55% 27% 21% 14% 18% 20% 13% 6% 5% 271 39,692 Are you a: (Check all that apply) Did not ski 1 to 5 days 6 to 10 days 11 to 25 days 26 to 50 days 50 to 100 days Over 100 days Avg. n= 7% 15% 18% 21% 21% 20% 32% 26% 16% 14% 5% 4% 1% 1% 18.7 14.6 34,224 195 How many total days did you downhill ski/snowboard at a ski area this past winter (2019/20)? . No, didn't own a season pass Single mountain season pass Ikon Pass Epic Pass Mountain Collective Freedom Pass Indy Pass Other n= 31% 28% 28% 2% 21% 8% 14% 63% 6% 2% 2% 0% 10% 5% 35,456 199 Did you own a season pass in the 2019/20 ski season? (Check all that apply) District Vail Vail | Mountain Traveler Sentiment Survey 2020 Ski/Snowboard Customer Results Vail Overall 11 I have already purchased a season pass or multi-mountain ticket/pass 100% - Definitely will purchase 75% - Probably 50% - Maybe 25% - Unlikely 0% - Will not purchase Avg. n= 37% 40% 14% 9% 8% 7% 12% 12% 11% 12% 19% 20% 44.9 39.2 128 21,369 How likely are you to purchase a season pass or multi-mountain ticket/pass for the 2020/21 season? Overall uncertainty about travel and recreation Assurances of a refund if I can't use my pass No concerns, I just don't want to buy a season pass Lack of social distancing at ski areas Safety of air travel Safety of food & beverage outlets/restaurants Safety of lodging properties Current personal financial uncertainty Other concerns n= 44% 46% 42% 51% 31% 25% 24% 31% 20% 19% 17% 22% 16% 16% 11% 13% 9% 12% 15,333 83 What concerns do you have about buying a season pass or multi-mountain ticket/pass for next winter? (Check all that apply) . I skied as much (or more) as intended I skied less than intended due to early resort closures from COVID-19 I skied less than intended for other reasons n= 18% 22% 73% 67% 10% 11% 35,769 203 Did you ski as much as you intended in the winter 2019/20 season, or did you ski less than expected due to early resort closures from COVID-19? Much more Somewhat more About the same Somewhat less Much less I don’t plan on skiing/snowboarding at all in 2020/21 Don’t know/not sure Avg. n= 11% 10% 19% 17% 35% 33% 13% 15% 9% 11% 2% 3% 12% 11% 2.9 3.0 31,001 176 Do you anticipate downhill skiing/snowboarding more or less next winter (2020/21) compared to a “normal” ski season? District Vail Vail | Mountain Traveler Sentiment Survey 2020 Ski/Snowboard Customer Results Vail Overall 12 Mostly drive for day ski trips Mostly drive for overnight ski trips Mix of driving and flying for ski trips Mostly fly for overnight ski trips Other n= 20% 30% 22% 24% 19% 20% 29% 20% 10% 5% 202 35,495 What is your typical travel pattern for skiing or snowboarding trips? Yes No Don’t know/not sure n= 23% 23% 45% 49% 32% 29% 35,539 204 Do you anticipate your skiing/snowboarding travel patterns changing next winter compared to your usual travel pattern? . Very poor Poor Fair Good Very good Excellent Other Don’t know n= 2% 2% 5% 6% 13% 13% 24% 29% 19% 19% 9% 14% 3% 2% 25% 14% 25,431 171 Overall, how would you rate the response of ski areas to the coronavirus pandemic? District Vail Vail | Mountain Traveler Sentiment Survey 2020 Second Homeowner Results Vail Overall 13 I am at my second home now May 2020 June 2020 July 2020 August 2020 September 2020 October 2020 November 2020 December 2020 January 2021 February 2021 March 2021 April 2021 or later No plans right now n= 22% 36% 19% 25% 27% 45% 43% 55% 49% 49% 46% 48% 40% 40% 39% 32% 60% 48% 61% 49% 60% 44% 59% 52% 43% 44% 6% 7% 8,029 73 When do you plan on using your second home? (Check all that apply) District Vail