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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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