Visitphilly.com Hotel Visitor Surveys

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Visitphilly.com Hotel Visitor Surveys Winter 2010-2011

Background • The survey covers visitphilly.com hotel bookings from October 2010 to April 2011 – 1,741 hotel reservations made on visitphilly.com for 3,008 room nights and $482,484 in hotel revenues – ADR on visitphilly.com was $160 during the time period, slightly higher than the $151 ADR for Center City overall reported by Smith Travel Research for the same months

• In most instances comparisons are made to hotel surveys from previous years – Those labeled “winter” cover bookings between October and April Those labeled “summer” cover bookings between Memorial Day and Labor Day

• Survey findings are specific to visitphilly.com hotel visitors and cannot be assumed to represent all leisure hotel visitors to Greater Philadelphia.

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Methodology • GPTMC e-mailed a survey invitation to all winter hotel visitors who booked their stay through visitphilly.com at the close of the season • A total of 1,521 invitations were sent out, with 287 completes for a response rate of 19% • As an incentive, respondents were offered a two-night stay at the Omni Hotel at Independence Park which included $300 in American Express Gift Cards for use during their stay • Percentages in the report are rounded, which may lead to totals above/below 100% • This is the 13th consecutive season that GPTMC has conducted a survey of hotel visitors, with a total sample over 6,700 3

Average Age •

The group surveyed this season was the oldest in the history of the visitphilly.com hotel visitor surveys 49.6

50

48

47.6

47.4 46.8

Winter 2008-09

Summer 2009

47.1

45.9

45.9

46

46.7

44.7 44 43.0 42

40 Summer 2006

Winter 2006-07

Summer 2007

Source: visitphilly.com hotel visitor surveys

Winter 2007-08

Summer 2008

Winter 2009-10

Summer 2010

Winter 2010-11

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Geography of Visitors •

Geography was similar to previous winters, with more visitors coming from close in than in the summer months – In Summer 2010, 42% of the bookings were from “other markets.” DMA

Winter 2006 Winter 2007 Winter 2008 Winter 2009 Winter 2010 Winter 2011

Philadelphia

36%

28%

26%

30%

28%

27%

New York

22%

24%

24%

24%

24%

24%

Washington D.C.

6%

11%

8%

7%

7%

8%

Harrisburg

10%

10%

7%

7%

9%

7%

Baltimore

3%

4%

4%

3%

3%

4%

Boston

2%

2%

3%

3%

1%

3%

Other Markets

21%

22%

30%

25%

28%

26%

Source: World Choice Travel, Jan-Mar

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Visitor Type • There has been an increase in first-time visitors each of the past two winters 60%

42% 40%

37% Winter 2008-09 Winter 2009-10

22%

Winter 2010-11

20%

0% First-time visitor

Source: visitphilly.com hotel visitor surveys

Been to Philadelphia once or twice before

Been to Philadelphia many times

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Reason For Visit • Getaways with friends increased this winter to pre-recession levels. • Family vacations are low in winter months. During the summer season around 30% of visits are made of family vacations. 50%

40%

39%

30% Winter 2007-08 20%

Winter 2008-09

18%

Winter 2009-10

14% 10%

10%

0%

10% 6%

A getaway with Attend a A getaway with Visit friends or To have a a spouse/ performance, friend(s) family family vacation partner exhibition or sporting event

Source: visitphilly.com hotel visitor surveys

Winter 2010-11

3% Business, meeting or convention

Other

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Hotel Visitor Spending • Hotel and dining spending increased this winter, bringing total spending near pre-recession levels – Spending on discretionary items like shopping and entertainment remained low $1,000

$976 $154

$800 $157

$917

$940

$148

$155

$138

$153

$600 $263

$270

$259

$967 $136 $139

$277

Other Spending Shopping Spending Dining Spending

$400

Hotel Spending $200

$402

$361

$373

$415

Winter 2009-10

Winter 2010-11

$0 Winter Winter 2007-08 2008-09 Source: visitphilly.com hotel visitor surveys Spending is calculated per travel party per two night stay

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Impact of Economy on Summer Plans • Over the past two winters, respondents have indicated that the economy has been affecting summer vacation plans less and less 80%

Given the state of the economy, how much do you plan to travel this summer? 67%

60% Winter 2008-09 Winter 2009-10

40%

Winter 2010-11

27% 20% 4% 0% Not at all

Less than usual

Same as usual

Q: Given the state of the economy, how much do you plan to travel this summer? Source: visitphilly.com hotel visitor surveys

More than usual 9

Nighttime Activities • Dinner at a fine dining restaurant has become increasingly popular among winter hotel visitors 100%

91%

80%

Winter 2008-09 Winter 2009-10

60%

Winter 2010-11 44%

40%

20%

10%

5%

0% Dinner at a fine dining restaurant

Going to a bar

Source: visitphilly.com hotel visitor surveys

Club/Dancing

Nightime concert

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Length of Trip (nights) • Length of stay among winter visitors to Philadelphia has been increasing • Over the past 6 years, summer visits tend to be longer than winter trips – Average trip length: summer: 1.94 nights, winter: 1.82 nights

2.0 1.8

1.89 1.81

1.80

Winter 2008-09

Winter 2009-10

1.72

1.6 1.4 1.2 1.0

Winter 2007-08

Source: visitphilly.com hotel visitor surveys

Winter 2010-11

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Interest in Receiving Travel Information via New Media Channels • Respondents this winter were more receptive to receiving travel info – Mobile device receptivity grew, as seen through apps and text messages

38%

E-Newsletter Facebook

49%

11%

Application on a smartphone

7%

Text/SMS Message

4%

Blog

2%

Twitter

2%

RSS Feed

Summer 2010 Winter 2010-11

1%

None of the above

41% 0%

20%

40%

55% 60%

Q: Would you be interested in receiving travel information from visitphilly.com in any of the following formats? Select all that apply. 12 Source: visitphilly.com hotel visitor surveys

Impact of Articles • More than ever before, articles were credited this past winter with helping respondents become interested in visiting, and in planning their trips 60%

42% 40% 32% 27%

Winter 2008-09

25%

Winter 2009-10

20%

0%

Winter 2007-08

Winter 2010-11

Helped you plan your trip

Got you interested in visiting Philadelphia

Source: visitphilly.com hotel visitor surveys

Got you to log onto visitphilly.com/gophila.com

None of the above

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Satisfaction With Philadelphia Trip • Across all seasons, nearly all respondents were satisfied with their trips • Winter 2011 showed the highest group of “very satisfied” visitors 100%

80%

97%

31%

97%

98%

98%

23%

26%

23%

97% 25%

98% 16%

60% Satisfied 40% 66%

74%

72%

75%

72%

Winter 2008-09

Summer 2009

Winter 2009-10

Summer 2010

82%

Very satisfied

20%

0% Summer 2008

Source: visitphilly.com hotel visitor surveys

Winter 2010-11 14

Key Takeaways • Small but positive signs on the impact of the economy – Increased visitor spending, increased length of stay, increased intent to travel this summer

• Key differences remain between summer and winter visitors – Geography, purpose of visit, length of stay

• Variety of sources for information – Greater impact from articles, more interest in staying in touch (e-newsletter, Facebook, mobile)

• Baby boomer market may be increasing in importance – Average age of visitors this winter was 49.6

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