Embed Size (px)
Citation preview
EXUMA
RESEARCH AND STATISTICS DEPARTMENT
MINISTRY OF TOURISM
2011
The island of Exuma is not just one island. It is really a chain of over 360 islands
and cays with sandbars, flats, pristine beaches, aquamarine water, and land and sea parks.
The islands of Exuma are a 120 mile long chain of breath taking beauty. Exuma is also
called the Exumas because of its many islands and cays. The Exumas boasts some of the
most beautiful beaches in the world.
The beaches in Exuma are so renowned for their beauty that the filmmakers of the
movie Pirates of the Caribbean chose the destination to film parts of the very popular
movie sequels there. Some of the best beaches in the world are on Stocking Island. The
Exumas are known for the shifting sandbars that have been featured in Ministry of
Tourism Advertising as well as in movies.
Exuma is also home to the Thunderball Grotto which is a spectacular underwater cave
system located on Staniel Cay that was featured in the James Bond Movies
“Thunderball” and “Never Say Never” and Ron Howard’s movie “Splash.”1
Exuma is home to the Exuma Cays Land and Sea Park. It is also home to the native
iguanas which look like very big dragon lizards. On the main island, there are beautiful
cliffs and vistas all along the pristine coastline. The Exumas are known to be great for
snorkeling, boating/sailing and kayaking. Visitors to the island also have the opportunity
to go golfing, bone-fishing, diving and deep sea fishing.
1. Why Did Stopover Visitors Come to Exuma?
o 69% of stopover visitors came to Exuma for a vacation; o 20% of stopover visitors came to Exuma for a Honeymoon; o 3% of them came on a business trip; o 3% of them came to visit friends or relatives.
1 Source:www.thewaterfrontlife.com/Staniel_Cay
2. What Influenced Stopover Visitors to Visit Exuma?
Bahamas Nassau/P.I. Grand Bahama ExumaBeaches 59.5% 58.4% 59.2% 77.3%
Climate 52.7% 54.6% 45.7% 61.7%
Rest and Relaxation 42.1% 42.3% 42.1% 56.1%
Hotel Facilities 24.7% 28.8% 13.5% 44.0%
Friendly People 26.5% 25.1% 27.4% 31.8%
Never Been Here Before 22.2% 22.3% 24.5% 30.5%
Safety of Islands 17.6% 16.7% 15.1% 28.0%
Easy to Get to 21.1% 22.3% 19.4% 25.6%
Exotic Islands 14.5% 13.6% 12.8% 25.3%
Good Package Deals 15.1% 15.8% 20.2% 22.7%
Travel Agent/Tour Operator 4.4% 4.2% 4.4% 16.2%
Sports 10.4% 7.4% 11.8% 13.8%
Friend recommended Bah. 10.8% 10.8% 7.5% 10.5%
Heard a lot about Bahamas 8.6% 9.3% 6.9% 9.4%
Best Value for Money 10.2% 10.4% 14.3% 8.0%
Had Friends in Bah. 8.5% 7.8% 8.4% 5.7%
Bahamas Website 2.8% 2.7% 2.8% 4.5%
Saw Ad on Television 3.3% 4.2% 1.7% 3.7%
Saw Ad in Magazine 0.6% 0.5% 0.9% 2.0%
Casinos 9.3% 12.3% 6.2% 0.3%
Source: Tour Operator and Media Exit Survey 2011
TOP INFLUENCES FOR DECIDING TO VISIT THE BAHAMAS
ISLANDS OF THE BAHAMAS
2011
o Roughly eight in ten (77%) stopover visitors to Exuma were influenced to visit The Bahamas because of the beaches;
o Approximately six in ten (62%) stopovers were influenced to visit by the climate;
o More than half (56%) of them were influenced to visit by the rest and relaxation they expected to enjoy there;
o Roughly four in ten (44%) stopovers were influenced to visit by the hotel facilities in Exuma;
o Three in ten (31%) stopovers to Exuma were influenced to visit by the fact that they had never been there before;
o Approximately three in ten (32%) stopover visitors to Exuma were influenced to visit by the friendly people.
3. What Activities Did Visitors Intend to Do While in Exuma?
o Most of the stopover visitors to Exuma intended to enjoy the beaches (94%) and rest and relax (84%);
o Approximately half (49%) the stopovers to Exuma wanted to go snorkeling; o Three in ten (30%) stopovers to Exuma intended to go on an island tour once
they arrived on the island; o 18% of stopovers intended to go shopping; o 18% of stopovers wanted to go golfing, 18% sailing, 14% diving, 7% bone-
fishing and 4% deep sea fishing.
Bahamas Nassau/P.I. Grand Bahama ExumaEnjoy Beaches 82.3% 82.5% 85.0% 93.6%
Rest and Relax 72.4% 73.5% 73.8% 84.2%
Go Snorkeling 32.7% 29.4% 32.9% 48.6%
Go on Island Tour 16.0% 14.5% 21.6% 30.4%
Shop 34.8% 36.8% 45.3% 18.2%
Go Golfing 4.3% 3.5% 4.5% 17.7%
Go Sailing 8.5% 7.1% 8.6% 17.5%
Go Diving 9.5% 7.2% 11.0% 13.8%
Go Bonefishing 4.2% 2.5% 2.8% 7.0%
Go Deep Sea Fishing 5.0% 3.8% 6.2% 4.1%
Other Activities 3.3% 3.3% 4.6% 2.1%
Go to Casinos 21.2% 26.9% 20.5% 1.7%
Go Birdwatching 3.1% 2.8% 3.5% 1.5%
Source: Tour Operator and Media Exit Survey 2011
ACTIVITIES VISITORS INTENDED TO DO ON THIS VISIT TO THE BAHAMAS
ISLANDS OF THE BAHAMAS
2011
4. When Did the Stopover Visitors to Exuma Make Their Reservations?
All Bah. Nassau/P.I. Grand Bah. ExumaSame Week of Travel 7% 7% 11% 4%
Same Month of Travel 16% 17% 17% 12%
1 to 3 Months Before Travel 46% 47% 44% 48%
4 to 7 Months Before Travel 22% 22% 18% 27%
8 to 12 Months Before Travel 5% 5% 5% 8%
More than 12 months Before Travel 1% 0% 3% 1%
Non-Response 2% 2% 2% 1%
Source: Tour Operator and Media Exit Survey 2011
WHEN DID YOU MAKE YOUR RESERVATIONS
STOPOVER VISITORS
2011
o Stopover visitors to Exuma primarily booked their reservations anywhere from the same month of travel to seven months in advance of travel. Approximately one in ten (12%) stopovers booked their reservations the same month of travel and almost half (48%) of them booked their reservations one to three months before travel.
o Roughly three in ten (27%) stopovers booked their reservations four to seven months in advance of travel.
5. Did Stopovers Use an Online Service to Book Their Reservations to Exuma? o Approximately six in ten (61%) stopover visitors to Exuma used an online
service to book some or all of their reservations.
a) Which Online Services Were Used Most by Stopover Visitors to Exuma?
Sandals.com Aeroplan.com Jetblue.com
Watermakersair.com Americanexpress.com Kayak.com
Aircanada.com Bahamas.com Maritimetravel.ca
Expedia.com Bahamasair.com Opodo.com
AA.com Beachbumvacation.com Priceline.com
Ittravel2000.com Breakawaytravel.com.au Searstravel.ca
Carlsonwagonlit.com Cheapcaribbean.com Tdtravelrewards.com
Orbitz.com Cheapoair.com Travelonly.com
Delta.com/deltavacations.com Cheaptickets.com Usairwaysvacations.com
Travelocity.com Classicvacations.xom Ustravel.us
Tripcentral.ca Dreammakersvaca.com Vacationstogo.com
Redtag.ca Grandisleresort.com Vision2000.ca
Continental.com Homeaway.com VRBO.com
Aircanadavacations.com Hotels.com Westjet.com
Selloffvacations.com Interturnet.com.br YTB.com
Some online services listed for Exuma were also used by visitors to book their reservations
for Nassau because of the fact that some stopovers visited both destinations during their visit. Online services with
yellow background were the top 15 and the other top online services are listed in alphabetical order.
(Source: Immigration Cards and Tour Media Exit Survey, 2011)
MOST POPULAR ONLINE BOOKING SERVICES USED
EXUMA
2011
6. Did Stopover Visitors to Exuma Use a Tour Operator/Travel Agent to Book Any of Their Reservations?
All Bah. Nassau/P.I. Grand Bahama ExumaUsed Travel Agent 31% 32% 30% 47%
Did Not Use Travel Agent 65% 64% 68% 52%
Source: Tour Operator and Media Exit Surveys 2011
ISLANDS OF THE BAHAMAS
USE OF TRAVEL AGENT
2011
o Nearly half (47%) the stopover visitors to Exuma used a travel agent to book
some or all of their reservations to the destination. Some stopovers to Exuma are obviously using a combination of online and travel agent booking services to make their reservations. They are using online services for some items and TA/TO for other items.
o Some stopovers to Exuma who used tour operators/travel agents used the following: Sandals/Sandals Unique Vacations, Flight Centre, Triple AAA Travel, Liberty Travel, American Express Travel, Marlin Travel, Travel Leaders, Uniglobe Travel, Sears Travel, Club Voyages, GoGo Tours, Viaggi Del
Ventaglio, CAA Travel, Thomas Cook, Travel Impressions, Bel Air Travel, Air Canada Vacations, Unique Vacations and Carlson Wagonlit Travel.
7. What Electronic Media Did Stopover Visitors to Exuma Use Most When Planning Their Vacation?
o Roughly nine in ten (87%) stopover visitors used the Internet as the electronic media most frequently used when planning their vacation.
o Approximately one in ten stopovers used Network television (12%) or Specialty News Channels (10%) when planning their vacations. Nine percent (9%) of them used Specialty Cable Channels the most when planning their vacations.
8. What Were the Favorite TV Stations Watched by Stopovers to Exuma?
All Bahamas Exuma1 ESPN ESPN
2 ABC NBC
3 NBC ABC
4 CNN CNN
5 CBS CBS
6 FOX FOX
7 HBO DISC (Discovery Channel)
8 HGTV (Home & Garden Network) FOXN
9 FOOD (Food Network) HGTV (Home & Garden Network)
10 DISC (Discovery Channel) FOOD (Food Network)
11 FOXN HBO
12 TNT CBC (Canada)
13 MTV (Music Television) NGEO (National Georgraphic Channel)
14 USA TNT
15 LIFE (Lifetime) HIST (History Channel)
Source: Tour Operator and Media Exit Survey, 2011
TOP 15 FAVORITE TELEVISION STATIONS BY VISITORS
ISLANDS OF THE BAHAMAS
2011
9. What Time Were Stopover Visitors Most Likely to Watch Television?
o Stopover visitors to Exuma were most likely to watch television between the hours of 7:00 am to 8:59 am and 6 pm to 10:59 pm at night. The hour of 8:00 pm to 8:59 pm was the most popular; four in ten (41%) stopovers watched television during that time.
10. Did Stopover Visitors Use Print Media When They Were Planning Their Vacations? o Approximately two in ten (21%) stopover visitors to Exuma used print
media when they were planning their vacations. Of the stopover visitors to Exuma who used print media to plan their vacations, four in ten (40%) used newspapers and roughly eight in ten (77%) used magazines.
11. Use of Newspapers
All Bahamas Exuma1 USA Today USA Today
2 New York Times New York Times
3 Wall Street Journal Wall Street Journal
4 Daily News Toronto Star
5 New York Post Globe & Mail
6 Other New York Post
7 Miami Herald Washington Post
8 Globe & Mail Local
9 Toronto Star Boston Globe
10 Washington Post Daily News
11 Boston Globe Other
12 Times Miami Herald
13 Local Atlanta Journal Constitution
14 Chicago Tribune Chicago Tribune
15 New York Daily News Newsday
16 Newsday Dallas Morning News
Source: Tour Operator and Media Exit Survey, 2011
TOP 16 FAVORITE NEWSPAPERS READ BY VISITORS
ISLANDS OF THE BAHAMAS
2011
o Although only 21% of stopover visitors to Exuma used print media when planning their vacations, more than half (55%) of stopovers read newspapers for their personal enjoyment and edification. Some of these newspapers would have been online and not just in print form.
12. Use of Magazines
o Although only 21% of stopover visitors to Exuma used print media when planning their vacations nearly three in four (74%) stopovers read magazines for their enjoyment or personal edification.
All Bahamas Exuma1 People People
2 Better Homes & Gardens In Style
3 Cosmopolitan (Cosmo) Men's Health
4 In Style Better Homes & Gardens (BHG)
5 Good Housekeeping Glamour
6 National Geographic (Explorer) Cosmopolitan (Cosmo)
7 Glamour Food & Wine
8 Men's Health Conde Nast Travel
9 Time Magazine Bon Appetit
10 Sports Illustrated National Geographic (Explorer)
11 Food & Wine Sports Illustrated
12 O (Oprah) Golf Digest
13 Architectural Digest Good Housekeeping
14 Bon Appetit Travel & Leisutre
15 Reader's Digest Time Magazine
16 Economist O (Oprah)
17 Conde Nast Travel Golf
18 Newsweek Economist
19 In Touch/In Touch Weekly Shape
20 Golf Digest Southern Living
Source: Tour Operator and Media Exit Survey, 2011
TOP 20 FAVORITE MAGAZINES READ BY VISITORS
ISLANDS OF THE BAHAMAS
2011
13. What Were the Top Compliments & Complaints Given by Visitors to Exuma?
TOURIST COMMENTS
POSITIVE VS. NEGATIVE COMMENTS
EXUMA ISLANDS
TOP 6 COMPLIMENTS TOP 6 COMPLAINTS
2011 2011
General Positive 34% Hotel (neg) 16%
People 25% Service (neg) 14%
Scenery/Sightseeing 12% Prices (neg) 10%
Beacbes 9% Food (neg) 8%
Hotel 4% Litter (neg) 5%
Sea/Water 3% Local Transportation (neg) 5%
No. of Comments 362 No. of Comments 73
Source: Tour Operator and Media Exit Survey, 2011 o 16% of the complaints received about Exuma were about the hotel. The fact
that hotel was in the top 6 compliments and the top 6 complaints means that some of the visitors were highly satisfied with their hotel experience and others had some not as satisfying experiences with their hotel e.g. hotel terrible, no locals work there, resort needs improvement.
o 14% of the complaints received about Exuma were about the poor service, i.e., poor service in hotel, poor service in restaurant (too slow),
o 10% of the complaints received about Exuma were about the high prices in the island destination;
o 8% of the complaints received were about food in Exuma i.e. food was expensive, food wasn’t good, food availability at grocery store was limited.
o 5% of the complaints received were about the litter in Exuma; e.g. car wrecks everywhere
o 5% of the complaints received were about the local transportation in Exuma i.e., Taxi cabs way too overpriced, taxi too expensive
14. How Did Stopover Visitors Rate Their Product Experiences?
Much Better or Better Not as Good or Worse
The The
Rating Area Bah. Exuma Bah. Exuma
Hotel Rooms 37% 61% 10% 3%
Food in Hotels 36% 49% 11% 15%
Hotel Service 44% 61% 8% 8%
Value for Money in Hotels 26% 38% 15% 9%
Easy to Get to 40% 52% 7% 6%
Beaches 62% 83% 3% 1%
Climate 54% 67% 6% 5%
Attitude of People 67% 82% 6% 3%
Food in Restaurants 46% 49% 9% 10%
Restaurant Service 45% 49% 10% 10%
Overall Value for Money 32% 44% 16% 9%
Bahamas Overall 62% 78% 4% 2%Source: Tour Operator and Media Exit Survey, 2011
PRODUCT SATISFACTION RATINGS
2011
o The beaches and the people were the two most highly rated product experiences in Exuma. Approximately eight in ten stopovers thought that the beaches (83%) and the attitude of the people (82%) were much better or better than they had expected them to be.
o Visitors to Exuma also rated the destination higher than visitors to the Bahamas Overall. Approximately eight in ten (78%) stopover visitors to Exuma thought that the destination was much better or better than they had expected it to be compared to six in ten (62%) stopovers to the Bahamas Overall who thought this way. Only 2% of the stopovers to Exuma thought that it was not as good or worse that they had expected.
o Stopovers to Exuma rated the hotel rooms more highly than stopovers to the Bahamas Overall. Approximately six in ten (61%) stopovers to Exuma thought that the hotel rooms were much better or better than expected. Only 3% of them thought that the rooms were not as good or worse than expected.
o Six in ten (61%) stopovers to Exuma thought that the hotel service was much better or better than expected. However, 8% thought that it was not as good, or worse than expected.
o Fifteen percent (15%) of stopovers to Exuma thought that the food in the hotels was not as good or worse than they had expected it to be. One in ten stopovers thought that the food in the restaurants (10%) and the restaurant service (10%) were not as good, or worse than they had expected them to be.
o Approximately one in ten stopover visitors to Exuma thought that the hotel value for money (9%) and overall value for money (9%) in the island were not as good or worse than they had expected them to be.
15. How Did Stopover Visitors to Exuma Get There?
o The majority (85%) of stopover visitors to Exuma travelled to Exuma via a commercial airline.
o One in ten (10%) stopovers travelled to the island destination via a private plane and 2% by a yacht/private boat.
16. Where Did Visitors to Exuma Stay While There?
o Approximately six in ten (61%) stopovers to Exuma stayed in a hotel, 15% on a private boat/yacht, 13% in an apt/villa, 3% in their own property, and 4% with friends or relatives.
17. Which Stopover Visitors to Exuma Tended to Stay the Longest (2011)?
o On average, stopovers to Exuma from Africa stayed the longest 21.8 nights followed by those from Asia 19.4 nights and Australasia 14.5 nights;
o Stopover visitors from Europe stayed 12.0 nights and those from the Caribbean 10.4 nights ;
o Stopovers from Canada stayed an average of 8.8 nights; o Stopovers from United States (8.2 nights), Latin America (6.9 nights).
18. What Were the Busiest Months for Stopover Visitors to Exuma?
o Although stopover visitors visit Exuma all year round, March to July are normally the busiest months. March is normally the busiest month.
19. What Were the Slowest Months for Stopover Visitors to Exuma?
o The slowest months for stopover visitors to visit Exuma are normally September and October and it is not unusual for some hotel properties to close during these months.
20. How Many Stopover Visitors Did Exuma Receive and Where Did They Come From (2011)?
o In total, Exuma received 33,737 stopover visitors. United States: 72% (24,169) of the stopover visitors came from the United States. Stopovers to Exuma from the United States primarily came from the states of Florida (20%), Texas (8%), California (6%), New York (6%), Georgia (4%), New Jersey (4%), Pennsylvania (4%), Virginia (4%) and North Carolina (4%). Canada: 18% (6,036) of the stopover visitors came from Canada. Stopovers to Exuma from Canada primarily came from the Canadian Provinces of
Ontario (49% of them), Quebec (15%), Alberta (7%), and British Columbia (6%). Europe: 6% (2,157) of the stopover visitors came from Europe. Stopovers to Exuma from Europe primarily came from Italy (32%), the UK (26% of them), France (11%), Germany (7%), Switzerland (5%) and Sweden (4%). Latin America: 1% (356) of the stopover visitors came from Latin America. Stopover Visitors to Exuma from Latin America primarily came from Venezuela (34%), Mexico (16% of them), Brazil (14%), Peru (7%), El Salvador (6%), Argentina (5%) and Chile (5%).
DEMOGRAPHIC & PSYCHOGRAPHIC PROFILE
ISLANDS OF THE BAHAMAS
2011Exuma All Bah.
MAIN PURPOSE OF VISIT
Vacation 69% 72%
Honeymoon 20% 5%
Visiting friends and relatives 3% 6%
Business 3% 5%
DECISION TO VISIT INFLUENCED BY:
Beaches 77% 60%
Climate 62% 53%
Rest and Relaxation 56% 42%
Hotel Facilities 44% 25%
Friendly People 32% 27%
Never Been Here Before 31% 22%
ACTIVITIES VISITORS INTENDED TO DO
Enjoy Beaches 94% 82%
Rest and Relax 84% 72%
Go Snorkeling 49% 33%
Go on Island Tour 30% 16%
Shop 18% 35%
Go Golfing 18% 4%
Go Sailing 18% 9%
Go Diving 14% 10%
Go Bonefishing 7% 4%
LIKELY RETURN IN 1-5 YEARS 93% 88%
LIKELY RECOMMEND TO FRIENDS/REL 97% 94%
USED ONLINE SERVICE 61% 65%
USED TRAVEL AGENT 47% 31%
AGE*
25 - 54 years old 61% 54%
55 years old or older 25% 21%
SEX*
Male 50% 48%
Female 47% 48%
RACE
White 86% 80%
Black 3% 8%
Hispanic 3% 4%
Mixed Race/Mixed Heritage 3% 3%
Asian/Pacific Islander 3% 3%
American Indian/Alaska Native 1% 0%
Other 0% 0%
EDUCATION
College Graduate or Above 76% 66%
ANNUAL HOUSEHOLD INCOME
$25,001 to $50,000 3% 9%
$50,001 to $75,000 8% 11%
$75,001 or more 64% 54%
PREVIOUS VISITS
First Time Visitor 48% 41%
Repeat Visitor 52% 58%
TRAVELLING PARTY SIZE
One 13% 18%
Two 64% 39%
Three or more 20% 37%
HOUSEHOLD SIZE
One 6% 12%
Two 52% 40%
Three-Four 31% 34%
COUNTRY OF ORIGIN
USA 72% 79%
Canada 18% 9%
Europe 6% 6%
Other Countries 4% 6%AVERAGE LENGTH OF STAY 8.6 nts. 6.8 nts.*Information on age, sex and avg. length of stay were obtained from immigration card data.*Source:Tour Operator & Media Exit Study 2011. Some rounding may have occurred
Information in this brochure is based on the Tour Operator & Media Exit Survey 2011, Immigration Card, The Bahamas Tourist Office Exuma, and myoutislands.com.
Research and Statistics Department Bahamas Ministry of Tourism P.O. Box N-3701 Nassau, Bahamas Tel: 242-302-2000 www.Tourismtoday.com and www.bahamas.com
