MEASURING THE WAY MEDIA MOVES US...DMA Share of OOS Trips Avg LoS Dallas, TX 32.6% 1 Days 9 Hours...

MEASURING THE WAY MEDIA MOVES US

Oklahoma Conference on TourismAn Introduction to Arrivalist Data

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Smartphone MovementFrom 120 Million devices

• Always On• With historical data

Visitation(where devices go)

In-Market Behavior(how they move in destination)

Reveals…

Reveals Customer Journeys

Smartphone MovementFrom 120 Million devices

• Visitation Patterns• Marketing Impact• Competitive Intelligence

InteractiveAnalytics

Reveals Customer Journeys

Smartphone MovementFrom 120 Million devices

BermudaBrandUSACanadaChileHiroshimaAlbuquerque, NM, USACalifornia, USALos Angeles, CASonoma County, CAFlorida, USACharlotte County, FLKissimmee, FL, USADaytona Beach, FL, USA (Volusia)Amelia Island, FLFort Lauderdale, FL, USANaples, FL, USAUniversal Studios, Orlando, FL, USAOrlando, FL, USASpace Florida, FL, USA (Brevard County)Sarasota, FL, USAPensacola, FL, USAPalm Beaches, FLNew Smyrna Beach, FLDelaware, USAColorado, USADenver, CO, USAEstes Park, CO, USA (Co-Op)Boulder, COBreckenridge, CO, USATexas, USAFort Worth, TX, USAGalveston, TX, USASan Marcos, TX, USACedar Park, TXDallas, TX

Fredericksburg, TXSouth Padre Island, TX, USANew Braunfels, TX, USASan Antonio, TX, USAHouston, TX, USAAustin, TX, USAGolden Isles, GAGulf Shores, AL, USAHoward County, MD, USAIdaho, USAKansas, USAKansas City, KS, USA (Co-op)Hutchinson, KS, USA (Co-op)Lawrence, KS (Co-op)Salina, KS, USA (Co-op)Dodge City, KS (Co-op)Topeka, KS, USA- now compKentucky, USALexington,KY, USALouisville, KYLouisiana, USALake Charles, LANew Orleans, LA, USAMemphis, TN, USASevierville, TN, USAMinnesota, USAMontana, USANevada, USANorth Carolina, USAOuter Banks, NC, USA (Co-Op)Randolph County, NC, USA (Co-Op)Franklin, NC, USA (Co-op)Wilmington, NC, USA

Asheville, NC, USACurrituck, NC, USACabarrus County, NC, USA (Co-Op)Elizabeth City, NC North Dakota, USAOklahoma, USAOklahoma City, OK, USAChickasaw Nation, OK, USAOregon, USAPortland, OR, USACentral Oregon, OR, USAOttawa, ON, CANPennsylvaniaPoconos, PA, USAPhoenix, AZRaleigh (Co-Op)VirginiaRichmond, VA, USA (co-op)Williamsburg, VA (Co-Op)Newport News, VANorfolk, VA, USA (Co-Op)Loudoun County, VA (Co-Op)Virginia BeachFairfax County, VA (Co-op)Alexandria (Co-Op)Savannah, GA, USATybee Island, GA, USASLO CALSouth Dakota, USAUtahPark City, UT, USAVermont, USAWest Virginia, USANew River Gorge, WV (Co-Op)Southern West Virginia (Co-Op)Bellingham/Whatcom County, WA

Wisconsin, USAWisconsin Dells, WI, USAChicago, ILCincinnati, OHButler County, OHColombiaGreat Lakes Bay, MILong Island, NY

MassachusettsMohegan Sun, Uncasville, CT, USAOcean City, MDSouth Carolina, USAMyrtle Beach, SC, USASt. KittsThe Bahamas

The Largest Location Company In Travel

39States

93Cities

10Major

Attractions

6Years

Measuring Smartphone Movement to and within Oklahoma

Measuring Smartphone Movement to and within Oklahoma

Measuring Smartphone Movement to and within Oklahoma

Capturing trips where Oklahoma is the primary destination

Capturing trips where Oklahoma is the primary destination

Capturing trips where Oklahoma is the primary destination

And also observing those where Oklahoma is secondary

Calendar 2018 Oklahoma VisitationWhat can we learn from the data?

What stakeholders can learn from Arrivalist data:

Stay by Length+ Non-Hotel Stays

Origin Markets + Seasonality

Change over Time+ Repeat Visitation

Behavior While In Destination

Oklahoma Visitation Profile, 2018Top City Destinations (Overnight)

Total Observed Trips in Panel

1.2 Million

Day Trips Avg. Length of StayOvernight Trips

46.7% 53.3% 1 Day, 2 Hours

Interstate TripsIntrastate Trips

1 Day, 10 Hours Avg LoS

19 Hours Avg LoS

Primary Destination % of Trips

Oklahoma City 20.8%

Tulsa 10.9%

Thackerville 4.2%

Norman 3.4%

Edmond 2.7%

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

0.8%

0.9%

1/1/18 2/1/18 3/1/18 4/1/18 5/1/18 6/1/18 7/1/18 8/1/18 9/1/18 10/1/18 11/1/18 12/1/18

2018 Daily Arrivals

Oklahoma Visitation Data: 1.2M+ Panel Arrivals in 2018

Jan – Dec 2018

Total Sample Size:1.24MM+ Arrivals

Total Overnight Sample:659,126 Overnight Arrivals

Total Out of State Sample:560,619 Interstate Arrivals

Labor Day Holidays

Thanksgiving Holidays

Memorial Day Holidays

Dates: 01/01/2018 – 12/31/2018.

Red River Shootout

Top 10 Origin States (Excluding Oklahoma)

State Share of OOS Trips Avg LoS

Texas 54.8% 1 Days 5 Hours

Kansas 11.9% 1 Days 5 Hours

Arkansas 9.5% 1 Days 2 Hours

Missouri 6.5% 1 Days 7 Hours

Louisiana 1.2% 2 Days 7 Hours

Colorado 1.2% 2 Days 17 Hours

California 1.1% 2 Days 23 Hours

Illinois 1.1% 2 Days 3 Hours

Florida 1.0% 2 Days 23 Hours

Tennessee 0.9% 2 Days 2 Hours

Date Range: Jan 1, 2018 –Dec 31, 2018Dates: 01/01/2018 – 12/31/2018

California and Colorado Visitation

Date Range: Jan 1, 2018 –Dec 31, 2018Dates: 01/01/2018 – 12/31/2018

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1/1/18

2/1/18

3/1/18

4/1/18

5/1/18

6/1/18

7/1/18

8/1/18

9/1/18

10/1/18

11/1/18

12/1/18

Share of Arrivals32.3%

16.5%

10.3%5.7%

2.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Oklahoma City Tulsa Edmond Norman Lawton

Share of Trips

24.8%

15.4%

5.0% 4.1% 3.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Oklahoma City Tulsa Edmond Norman Broken Arrow

Share of Trips

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

1/1/18

2/1/18

3/1/18

4/1/18

5/1/18

6/1/18

7/1/18

8/1/18

9/1/18

10/1/18

11/1/18

12/1/18

Share of Arrivals

OU v. UCLA

Top 10 Origin DMAs (Out of State Only)

DMA Share of OOS Trips Avg LoS

Dallas, TX 32.6% 1 Days 9 Hours

Wichita, KS 7.9% 1 Days 11 Hours

Fort Smith, AR 6.3% 1 Days 4 Hours

Houston, TX 4.0% 2 Days 13 Hours

Amarillo, TX 3.9% 1 Days 18 Hours

Springfield, MO 3.1% 1 Days 8 Hours

Kansas City, MO 2.9% 1 Days 21 Hours

Wichita Falls, TX 2.4% 1 Days 5 Hours

Little Rock, AR 2.4% 1 Days 22 Hours

San Antonio, TX 2.2% 2 Days 14 Hours

Dates: 01/01/2018 – 12/31/2018

38.9% 40.8%50.2%

16.5%

37.3% 36.1%

17.0%

53.9%

25.4%33.3%

36.3% 32.0%

31.2%

31.9%

29.2%38.6%

34.0%

27.0%

34.3%

31.1%

24.8% 27.1%18.6%

51.6%

33.5%25.3%

48.9%

19.1%

40.3%35.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dallas Wichita Fort Smith Houston Amarillo Springfield Kansas City Wichita Falls Little Rock San Antonio

LoS CompositionTop 10 OOS DMAs

Day Trips 1 Night Trips 2+ Night Trips

Comparative Length of Stay Analysis By Origin DMA – when we look beyond averages, Little Rock and Kansas City become attractive

Use CasesFrom Myriad Tourism Related Industries

A Major City’s DMO

Optimizes media until it gets 3.28 more visits per $1 of

marketing spend

A Museum

Ad exposed users are 38.6% more likely to visit on Weds

An Amusement Park

Has 22.3% overlap between it’s location and a competitors

A Major Resort

Selects media partner who delivers 28.5% Repeat Visit Lift

Marketers are enhancing strategies based on location data insights

A Casino

Gains 8% Share of Visits when advertising

A Convention Hotel

Sees 35% variation in which events attract overnight guests

H

Marketers are enhancing strategies based on location data insights

Thank you.

Contact me: ktimene@Arrivalist.com