Mississippi Gulf Coast - Cloudinary · 2016. 12. 13. · For the 2015 travel year, this yielded :...

2015 Visitor Study

December 5, 2016

Mississippi Gulf Coast

Research Objectives

The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Mississippi Gulf Coast

A profile of Mississippi Gulf Coast’s performance within its overnight travel market

Domestic visitor expenditures in Mississippi Gulf Coast

Profiles of Mississippi Gulf Coast’s day travel market

Relevant trends in each of these areas

2

Methodology

3

Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA®survey:

Selected to be representative of the U.S. adult population

For the 2015 travel year, this yielded :

337,164 trips for analysis nationally:

237,555 overnight trips

99,609 day trips

For Mississippi Gulf Coast, the following sample was achieved in 2015:

806 trips:

509 overnight trips

297 day trips

For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.

Key Terms Defined

4

An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home.

A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home.

A Person-Trip is one trip taken by one visitor.

Person-trips are the key unit of measure for this report.

Main Purpose of the Trip

Main Purpose of Trip

28

35

9

6

4

4

3

2

2

1

4

1

0 10 20 30 40

Visiting friends/relativesCasino

Special eventTouringResort

OutdoorsCity trip

Golf TripCruise

Conference/conventionOther business trip

Business-leisure

Percent 6

MarketableTrips66%

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

Main Purpose of Leisure Trip —Mississippi Gulf Coast vs. National Norm

35

28

9

6

4

4

3

2

2

4

44

7

8

5

6

5

1

2

0 15 30 45

Casino Visiting friends/relatives

Special event Touring Resort

Outdoors City tripGolf Trip

Cruise

Percent

Mississippi Gulf Coast US Norm7

Base: Total Overnight Person-Trips

Main Purpose of Business Trip —Mississippi Gulf Coast vs. National Norm

1

4

4

6

0 2 4 6 8

Conference/Convention

Other business trip

Percent

Mississippi Gulf Coast U.S. Norm

8

Base: Total Overnight Person-Trips

Main Purpose of Trip

27

28

7

7

7

6

4

3

2

2

5

2

0 10 20 30

Visiting friends/relativesCasino

Special eventTouring

ShoppingOutdoors

City tripResortCruise

Conference/conventionOther business trip

Business-leisure

Percent

9

MarketableTrips64%

Base: Total Day Person-Trips to Mississippi Gulf Coast

Main Purpose of Leisure Trip —Mississippi Gulf Coast vs. National Norm

10

28

27

7

7

7

6

4

3

2

4

37

8

11

8

7

8

2

1

0 10 20 30 40

Casino Visiting friends/relatives

Special event Touring

Shopping Outdoors

City trip Resort Cruise

Percent

Mississippi Gulf Coast U.S. Norm

Base: Total Day Person-Trips

Main Purpose of Day Business Trip —Mississippi Gulf Coast vs.

National Norm

11

Base: Total Day Person-Trips

2

5

2

6

0 2 4 6

Conference/Convention

Other business trip

Percent

Mississippi Gulf Coast U.S. Norm

Source of Business

State Origin Of Trip

18

17

16

11

8

6

5

4

3

0 5 10 15 20

LouisianaFlorida

MississippiAlabamaGeorgia

TexasTennessee

CaliforniaIllinois

Percent

13

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

DMA Origin Of Trip

13

9

5

5

4

4

3

3

3

2

2

2

2

2

0 5 10 15

New Orleans, LAMobile-Pensacola, AL/FL/MS

Atlanta, GATampa-St. Petersburg-Sarasota, FL

Jackson, MSBaton Rouge, LA

Memphis, TN/MS/ARHattiesburg-Laurel, MS

Biloxi-Gulfport, MSMiami-Ft. Lauderdale, FL

Chicago, ILHouston, TX

Dallas-Ft. Worth, TXMacon, GA

Percent14

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

State Origin Of Trip

35

29

12

10

3

0 5 10 15 20 25 30 35

Louisiana

Mississippi

Alabama

Florida

Texas

Percent

15

Base: Total Day Person-Trips to Mississippi Gulf Coast

DMA Origin Of Trip

29

16

11

8

7

4

2

2

2

2

2

2

0 5 10 15 20 25 30

New Orleans, LAMobile-Pensacola, AL/FL/MS

Hattiesburg-Laurel, MSBaton Rouge, LA

Jackson, MSBiloxi-Gulfport, MS

Tampa-St. Petersburg-Sarasota, FLMeridan, MSHouston, TX

Memphis, TN/MS/ARMontgomery, AL

New York, NY/NJ/PA/CT

Percent

16

Base: Total Day Person-Trips to Mississippi Gulf Coast

Seasonality of the MS Gulf Coast Trip

Season of Trip

24

27

26

23

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

18

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

Season of Trip

24

26

27

23

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

19

Base: Total Day Person-Trips to Mississippi Gulf Coast

Satisfaction of the OvernightMS Gulf Coast Trip

21

Satisfaction with Mississippi Gulf Coast Trip% Very Satisfied

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

79

77

73

70

62

54

48

75

74

70

67

59

50

44

0 20 40 60 80

Overall trip experienceFriendliness of people

Quality of accomodationsQuality of food

Value for the moneySightseeing/ attractions

Music/ nightlife/ entertainment

Percent Very Satisfied

Mississippi Gulf Coast U.S. Norm

Past Visitation of the Overnight MS Gulf Coast

23

Past Visitation to Mississippi Gulf Coast

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

85

74

0 20 40 60 80 100

Ever in thePast

Past Year

Percent

Length of Trip Planning of the Overnight MS Gulf Coast Trip

25

Length of Trip Planning

Base: Total Overnight Person-Trips

3

10

16

18

40

13

3

13

18

17

35

14

0 15 30 45

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or lessDid not plan anything in

advance

Percent

Mississippi Gulf Coast U.S. Norm

Method of Booking of the Overnight MS Gulf Coast Trip

27

Method of Booking

Base: Total Overnight Person-Trips

33

12

8

6

6

6

5

5

4

18

15

4

6

13

7

8

4

4

0 10 20 30 40

Hotel or resortOnline travel agencies

800/888 numberTravel agent/company

Airline/commercial carrierAdvice from relatives or friends

Travel company websitesDestination websites

Auto club/AAA

Percent

Mississippi Gulf Coast U.S. Norm

Total Nights

Total Nights Away on Trip

19

26

33

9

10

3

21

26

26

12

11

4

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Mississippi Gulf Coast U.S. Norm

29

Average Mississippi Gulf Coast3.8 nights

Average U.S. Norm4.0 nights

Base: Total Overnight Person-Trips

Number of Nights Spent in Mississippi Gulf Coast

26

27

32

5

10

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

30

Average Nights Spent in Mississippi Gulf Coast = 3.3

Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast

Travel Party Size

Size of Travel Party

32

2.3

2.3

0.7

0.6

0 1 2 3 4

Mississippi Gulf Coast

U.S. Norm

Average No. of People

Adults Children

Total = 3.0

Total = 2.9

Base: Total Overnight Person-Trips

Size of Travel Party

33

2.2

2.1

0.7

0.7

0 1 2 3 4

Mississippi GulfCoast

U.S. Norm

Average No. of People

Adults Children

Total = 2.9

Total = 2.8

Base: Total Day Person-Trips

Transportation Used for the Overnight MS Gulf Coast Trip

Transportation

77

15

13

5

5

4

3

3

2

1

65

19

26

9

6

5

1

2

5

3

0 20 40 60 80

Own car/truck Rental car

PlaneTaxi cab

BusOnline taxi service

Motorcycle Camper, R.V

TrainShip/boat

Percent

Mississippi Gulf Coast U.S. Norm35

Base: Total Overnight Person-Trips

Accommodations Used on the Overnight MS Gulf Coast Trip

Accommodations

71

17

6

5

4

4

3

2

2

2

3

54

28

5

4

4

4

3

3

4

2

6

0 10 20 30 40 50 60 70 80

Hotel/MotelHome of Friend/Relative

Bed & Breakfast Rented Home/Condo/Apartment

Campground/Trailer Park/RV ParkTime Share

Country Inn/Lodge Rented Cottage/Cabin

Own Home/Condo/Apt/2nd Home Boat/Cruise Ship

Other

PercentMississippi Gulf Coast U.S. Norm

37

Base: Total Overnight Person-Trips

Activities and Experiences

Top Activities and Experiences

39

58

34

29

23

19

14

12

10

8

8

10

35

16

23

16

11

14

11

5

10

0 20 40 60

CasinoShopping

Beach/WaterfrontFine DiningSwimming

Bar/NightclubLandmark/Historic Site

MuseumFishing

National/State Park

PercentMississippi Gulf Coast U.S. Norm

Base: Total Overnight Person-Trips

Activities and Experiences

40

48

34

30

16

14

9

9

8

6

7

8

29

7

12

4

4

8

9

0 10 20 30 40 50

CasinoBeach/Waterfront

ShoppingSwimming

Fine DiningFishing

Bar/NightclubMuseum

Landmark/Historic Site

Percent

Mississippi Gulf Coast U.S. Norm

Base: Total Day Person-Trips

Social Media Usage

Online Social Media Use by Travelers

42

66

30

25

21

20

15

12

11

68

34

28

22

21

11

16

9

0 20 40 60 80

Used any social media for travel

Posted travel photos/video onlineRead travel reviews

Looked at travel photos/video onlineAccessed travel news/events/deals/promotions

Connected with others interested in travelRead a travel blog

Tweeted about a trip

Percent

Mississippi Gulf Coast U.S. Norm

Base: Total Overnight Person-Trips

Online Social Media Use by Travelers

43

73

38

31

30

29

20

18

16

67

32

28

27

22

12

9

11

0 15 30 45 60 75

Used any social media for travel

Posted travel photos/video onlineLooked at travel photos/video online

Read travel reviewsAccessed travel news/events/deals/promotions

Connected with others interested in travel"Followed" a destination/attraction

Got travel advice

Percent

Mississippi Gulf Coast U.S. Norm

Base: Total Day Person-Trips

Visitor Volume

Total Size of Mississippi Gulf Coast Domestic Travel Market in 2015

56

Total Person-Trips = 12.7 Million

Day Trips57%

Overnight Trips43%

5.5 Million

7.2 Million

Size of Mississippi Gulf Coast Overnight Travel Market —Adults vs. Children

57

Total Overnight Person-Trips = 5.5 Million

Adults79%Children

21%

1.2 Million

4.3 Million

Mississippi Gulf Coast Overnight Travel Market—by Main Trip Purpose

58

VFR28%

Marketable66%Business

4%

Business-Leisure

2%

1.6 Million

3.6 Million0.2 Million

0.1 Million

Adult Overnight Person-Trips = 5.5 Million

Size of Mississippi Gulf Coast Day Travel Market—Adults vs. Children

59

Total Day Person-Trips = 7.2 Million

Adults79%

Children21%

1.5 Million

5.7 Million

Mississippi Gulf Coast Day Travel Market —by Trip Purpose

60

VFR28%

Marketable64%Business

6%

Business-Leisure

2%

4.6 Million0.4 Million

0.2 Million

Adult Day Person-Trips = 7.2 Million

2.0 Million

Visitor Expenditures

Overnight Trip Expenditures

Total Domestic Mississippi Gulf CoastOvernight Spending —by Sector

63

Total Spending = $1.069 Billion

Lodging33%

Food & Beverage23%

Retail13%

Transportation8%Recreation/Entertainment

23%

$356 Million

$250 Million

$84 Million

$138 Million

$241 Million

Average Per Person Expenditures on Domestic Overnight Trips —By Sector

64

$65$44

$25$46

$150

20

40

60

80

100

120

Lodging RestaurantFood &

Beverage

RetailPurchases

Recreation/Sightseeing/

Entertainment

Transportationat Destination

Dolla

rs

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

Average Per Person Expenditures on Domestic Overnight Trips —by Trip Purpose

65

$192

0

100

200

300

Leisure Business*

Dolla

rs

* Low base sizes

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

Average Per Party Expenditures on Domestic Overnight Trips —By Sector

66

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

$171

$116

$66

$120

$40

0

50

100

150

200

Lodging RestaurantFood &

Beverage

RetailPurchases

Recreation/Sightseeing/

Entertainment

Transportationat Destination

Dolla

rs

Average Per Party Expenditures on Domestic Overnight Trips —by Trip Purpose

67

$511

0

200

400

600

800

Leisure Business*

Dolla

rs

* Low base sizes

Base: Total Overnight Person-Trips to Mississippi Gulf Coast

Day Trip Expenditures

Total Mississippi Gulf Coast Domestic Day Trip Spending —by Sector

69

Total Spending = $456 Million

Restaurant Food & Beverage

31%

Retail26%

Recreation/Entertainment

29%Transportation

14%

$139 Million

$66 Million $134 Million

$117 Million

Average Per Person Expenditures on Day Trips —By Sector

70

Base: Total Day Person-Trips to Mississippi Gulf Coast

$19$16

$19

$9

0

10

20

30

Restaurant Food& Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Dolla

rs

Average Per Person Expenditures on Day Trips —by Trip Purpose

71

$63

0

50

100

Leisure Business*

Dolla

rs

Base: Total Day Person-Trips to Mississippi Gulf Coast

* Low base sizes

Average Per Party Expenditures on Day Trips —By Sector

72

Base: Total Day Person-Trips to Mississippi Gulf Coast

$55$46

$53

$26

0

20

40

60

80

Restaurant Food& Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Dolla

rs

Average Per Party Expenditures on Day Trip —by Trip Purpose

73

$181

0

50

100

150

200

Leisure Business*

Dolla

rs

Base: Total Day Person-Trips to Mississippi Gulf Coast

* Low base sizes

2015 Visitor Study

Mississippi Gulf Coast