Myrtle Beach Tourism Tracking Study Update – June 2009 – v2.4
2009 Tracking Update – Overview
Thank you. It s a pleasure …
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February 2009 – REVIEW Conclusions
All the ingredients are in place … • Broad awareness • Growing competitive recognition • Customer loyalty • Strong satisfaction • Affordability • Strong product
• Powerful promotion • Aggressive pursuit • STRONG OFFERS
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February 2009 – REVIEW Conclusions
With a REAL budget and an aggressive message/offer, it can definitely happen.
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2009 Tracking Update – Overview
Now, let s look at the progress that s been made.
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2009 Tracking Update – Overview
Objectives: •
To provide the Myrtle Beach Area Chamber of Commerce with core tracking measures to monitor attitudes and travel preferences for Myrtle Beach.
•
To measure the impact of marketing activities on awareness and travel preferences for Myrtle Beach.
•
To assess the likelihood of future visits to Myrtle Beach.
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2009 Tracking Update – Overview
Qualification criteria: •
Age 18 or older
•
eRi panel respondents: Live in NY, NJ, OH, PA, VA, KY, WV, GA, TN, or MD
•
Have taken at least 1 overnight trip for leisure in the past 2 years
•
The primary or joint decision-maker when planning for leisure trips or vacations.
Respondents were surveyed between June 15 – 19, 2009. A total of 404 qualified surveys were received. Data were weighted to an even distribution among age groups and 60% female / 40% male, consistent with previous tracking waves. The margin of error is +/- 4.9%.
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What do our respondents look like?
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Here is where the respondents reside ‌ Place of Origin
Ohio
12%
New Jersey
11%
Pennsylvania
11%
Maryland
10%
Tennessee
10%
Virginia
10%
West Virginia
10%
Kentucky
9%
New York
9%
Georgia
Q: In what state are you located?
8%
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Respondent Profile
Respondents %
Age* 25 – 34
33
35 - 44
33
45 - 54
33
Mean (years)
40.1
Gender* Male
40
Female
60
Involvement in Leisure Travel Planning Do most of the planning myself
56
Share in the planning
44
*Data were weighted to even distribution among age groups and 40%/60% gender split
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Respondent Profile
Respondents %
Marital Status Married
66
Single
24
Separated / Divorced
10
Have Children < 18 in Household Yes
47
Annual Household Income Less than $45,000
26
$45,000 - $74,999
34
$75,000 - $99,999
19
$100,000 or more
22
Mean ($000s)
75.1
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Respondent Profile
Respondents %
Employment Status Employed full-time / part-time
78
Full-time homemaker
7
Student
4
Retired
2
Unemployed
8
Education Some college or less
30
Associate degree
10
Bachelor degree
32
Post-graduate study / degree
27
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GOOD NEWS â&#x20AC;&#x201C; Solid, positive growth in familiarity with Myrtle Beach. Familiarity with Myrtle Beach Area
Visited in the last 2 years/familiar with Myrtle Beach area
12% 14% 31%
Visited more than 2 years ago/familiar with Myrtle Beach area
Have never visited but very familiar with the Myrtle Beach area
31% 2% 4% 17%
Have never visited but somewhat familiar with the Myrtle Beach area
17% 39%
Have heard of but not familiar with Myrtle Beach area
Never heard of Myrtle Beach area April
33%
1%
June
Q: Which of the following statements best describes how familiar you are with the Myrtle Beach area?
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The majority of past visitors have visited the Myrtle Beach area two or more years ago. Most Recent Visit to Myrtle Beach Area April
June
32%
23%
25%
33%
25% 20%
17%
18%
4%
3% 2009
2008
Between 2005 â&#x20AC;&#x201C; 2007
Between 2000 - 2004
Before 2000
Base: Have ever visited Myrtle Beach area
Q: When was the last time you vacationed in the Myrtle Beach area?
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2 in 10 respondents still cannot locate Myrtle Beach on a map. Where s Myrtle Beach? April
82%
June
80%
11% South Carolina
13%
North Carolina
Q: In which of the following states is the Myrtle Beach area located?
7%
7%
Other States
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How do respondents perceive the Myrtle Beach area?
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Myrtle Beach ranks among the top vacation destinations among the respondents. April
Top U.S. Vacation Destinations
33%
Outer Banks Orlando
30%
Hilton Head Island
25%
Savannah
19%
33%
21%
32%
6% increase
16%
Charleston
16%
Gulf Shores
13%
Daytona Beach
15% 15%
11%
Fort Lauderdale
12%
Atlantic City
12%
14%
13%
Virginia Beach
11%
St. Augustine
11%
Jersey Shore
11%
18%
11%
9%
Gatlinburg-Pigeon Forge
9%
Ocean City
9%
Destin-Ft. Walton
9%
12% 11%
9%
6%
Rehoboth Beach Branson
35%
28%
26%
Myrtle Beach
June
3%
7%
3%
Q: Which three of the following U.S. vacation destinations would you like to visit most? Please select up to three responses.
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Top U.S. beach destinations?
When asked an unaided question (no prompting) â&#x20AC;Ś 34% (one-third) said Myrtle Beach is among the top 3 beach destinations in the USA.
Q: Please list the top three (3) U.S. beach destinations that come to mind.
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INCREASED ratings across the board â&#x20AC;Ś family vacations, weekend getaways and golf outings. Vacation Ratings for Myrtle Beach Area (Summary of Excellent / Above Average) April
June 54%
Golf vacation
56%
51%
Annual family vacation
48%
Weekend getaway 33%
Special occasion
Big Family reunion increases since Wedding / honeymoon April
56%
41%
31%
34%
28%
32%
28%
Extended stay
31%
22%
Winter holiday vacation (Nov. & Dec.) Camping vacation
62%
21% 16%
22%
Base: Aware of/have visited Myrtle Beach area
Q: Based on anything you may have experienced, seen, read or heard, please rate the Myrtle Beach area for the types of vacations listed below:
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Improving perceptions. Perceptions of the Myrtle Beach Area April %
June %
Change
Myrtle Beach has clean, sandy beaches
56
62
+8
Myrtle Beach is easy to get to when driving
55
60
+5
Myrtle Beach has plenty of activities for children
54
55
+1
Myrtle Beach is an affordable vacation destination
52
56
+4
Good overall value for the money
48
48
--
Generally, it's a little too pricey for me
19
23
+4
In terms of cost, Myrtle Beach is out of my league
13
15
+2
Summary of Agree
Base: Aware of/have visited Myrtle Beach area
Q: Please rate your level of agreement with the following statements about the Myrtle Beach area:
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Satisfaction is rising, but now it s about VALUE. Satisfaction with Last Visit April
June 47%
Very satisfied
54%
41%
Somewhat satisfied
37%
9%
Neither satisfied nor dissatisfied
Somewhat dissatisfied
Very dissatisfied
7%
3% 2%
1%
Base: Have ever visited Myrtle Beach area
Q: Overall, how satisfied were you with your most recent visit to the Myrtle Beach area?
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69% of those who have never visited are actively interested in visiting the Myrtle Beach area. Interest in Future Visit
Extremely interested
4% 5%
17%
Very interested
27%
42%
Moderately interested
37%
24%
Slightly interested
Not at all interested
11% rise in interest since April among those who have never gone to Myrtle Beach area
24%
13%
April
June
6%
Base: Aware of Myrtle Beach area, but never visited
Q: How interested are you in visiting the Myrtle Beach area?
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Simple preference is the main reason respondents would not consider the Myrtle Beach area. Why not Myrtle Beach? Prefered other destination
24%
Too far
17%
Too expensive
15%
Too crowded
14%
Too commercialized
13%
Can't fly there easily / affordably
12%
Been there before
11%
Not plannign to travel for vacation
11%
Never thought of Myrtle Beach for a vacation
11% 8%
Too much traffic
5%
Too hot Not familiar with Myrtle beach
4%
The beach is not very nice
3%
Health reasons
3%
Other No reason/not sure
15% 17%
Q: Which, if any, of the following are reasons why you wouldn't consider vacationing in Myrtle Beach in the next 6 months?
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What impact is Myrtle Beach advertising having?
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Myrtle Beach and Atlantic City are #2 among competitive destinations. Advertising Awareness - 1 72%
Orlando Myrtle Beach
40%
Atlantic City
40% 34%
Gatlinburg-Pigeon Forge
32%
Virginia Beach 25%
Branson
24%
Hilton Head Island
22%
Fort Lauderdale Daytona Beach
21%
Outer Banks
21%
Ocean City
21%
Jersey Shore
19%
Charleston
17%
Savannah
16% 11%
Destin-Ft. Walton
10%
Gulf Shores St. Augustine Rehoboth Beach
8% 5%
Q: In the past 6 months, have you seen any advertising for the following destinations:
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Myrtle Beach and Atlantic City are #2 among competitive destinations. Advertising Awareness - 2 Orlando
72%
Myrtle Beach
40%
Atlantic City
40% 34%
Gatlinburg-Pigeon Forge
32%
Virginia Beach
25%
Branson
24%
Hilton Head Island
22%
Fort Lauderdale Daytona Beach
21%
Outer Banks
21%
Ocean City
21% 19%
Jersey Shore
17%
Charleston
16%
Savannah
11%
Destin-Ft. Walton Gulf Shores
10% 8%
St. Augustine Rehoboth Beach
• Orlando has Disney & CVB combined budget. • Orlando and Atlantic City both have huge marketing budgets. Cannot match their spending. • Huge improvement over past several years!
5%
Q: In the past 6 months, have you seen any advertising for the following destinations:
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EXCELLENT NEWS: Across the board, the advertising is WORKING! Ad Awareness â&#x20AC;&#x201C; Myrtle Beach 27%
Ad on TV
23%
Ad or article in a magazine
16%
Ad on the Internet
12%
Visitor's guide
10%
Ad or article in a newspaper Website specifically about that area E-mail newsletter
Base for April: Aware of Myrtle Beach Base for June: Have seen advertising for Myrtle Beach area in the past 6 months
9%
4% 6%
Billboards
2% 6%
Other (please specify):
45%
27% 27% 27%
25%
April
6% 13%
Radio
None of these
57%
2%
June
38%
5% 7%
Q: Please indicate which, if any, sources or types of information or ads you have seen about the Myrtle Beach area in the past 6 months. Please select all that apply.
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4__ in 10___ who have seen TV advertising the_____ Myrtle____ ____ ____ ___any___________ ___for ___ ____ ____ __done __ ___ ____ 30 daysâ&#x20AC;Ś Beach area____ have so____ in the past TV ad in past 30 days 43% 39%
18%
Yes
No
Not sure
Base: Have seen TV advertising for Myrtle Beach area in the past 6 months Q: Have you seen any TV advertising for the Myrtle Beach area in the past 30 days?
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High marks for TV spot â&#x20AC;Ś offers NEW look at Myrtle Beach area. Motivates to visit! Ad Impressions and Impact Summary of Agree
93%
Has good use of photography
89%
Shows something I like or can relate to
78%
Fits with what I know about the Myrtle Beach area
Motivates me to visit the Myrtle Beach area for a vacation/leisure trip
Had no idea the Myrtle Beach area had so much to offer
71%
21% of past visitors discovered something new about the Myrtle Beach area in this ad
48%
Q: Please rate your level of agreement with each of the following statements based on the TV ad you just reviewed:
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Outlook for leisure travel planning in the near term.
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Economic uncertainty and a drop in disposable income top the list of worries among travelers. Negative Factors Influencing Leisure Travel April
June 50% 50%
Decrease in disposable income
47% 53%
Time availability
46% 42%
Concern about the economy 32%
Rising fuel prices 21% 21%
Increased credit card debt
20% 23%
Increased debt (other than credit cards)
18% 17%
Unemployment
15% 21%
Weather â&#x20AC;&#x201C; threat of hurricanes or tornadoes
12% 10%
Family illness Don't like to fly Immediate / extended family in the military
50%
9% 8% 2% 1%
Q: Which of the following factors, if any, have negatively impacted or might negatively impact your leisure vacation plans in the next 6 months? Please select all that apply.
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Pattern of cutbacks continues â&#x20AC;Ś Negative Factors Influencing Leisure Travel
April %
June %
Spend less on shopping
42
42
Spend less on attractions/entertainment
31
32
Spend less on food
21
19
Take fewer vacations
28
32
Vacation closer to home /take a staycation
26
31
22
23
20
20
Top Responses Shown
Cut Back on Spending During Travel
Travelers are cutting back in these three areas . . .
Cut Back on Travel
Cut Back on Lodging Stay fewer nights Will not take a vacation/no impact
Q: What, if any, impact will economic concerns and fuel prices have on your vacation/leisure travel in 2009/next 6 months? Please select all that apply.
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Situation stable â&#x20AC;&#x201C; no big changes anticipated. Travel Planning - Next 6 Months April
Will take more trips
Will take more trips, but spend fewer nights
June
9% 11% 2% 3% 18% 17%
Will take the same number of trips
Will take the same number of trips, but stay fewer nights
Will take fewer vacations, but stay more nights
Will take fewer vacations and spend the same number of nights
Will take fewer vacations and spend fewer nights
My/our plans have not changed
5% 5% 2% 3% 3% 4% 25% 20% 35% 39%
Q: How (if at all) have your travel plans changed for the next six months as compared to the last six months?
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Over 6 in 10 have taken a leisure trip in Spring. 1 in 10 visited the Myrtle Beach area. # of Leisure Trips Taken
34%
34% 19%
None
1
2
13%
3 or more
11% of travelers that took a trip in Spring 2009 visited the Myrtle Beach area
Q: How many leisure trips that included at least one overnight stay have you taken in Spring of 2009? (March, April, or May)? â&#x20AC;&#x201C; How many were to Myrtle Beach?
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3 in 4 plan to take a leisure trip this Fall.
# of Leisure Trips Planned For Fall 2009
40%
25%
24%
11%
None
1
2
3 or more
Q: How many vacation or leisure trips that include at least one overnight stay do you intend to take in the Fall of 2009 (September - October)?
40
Over half would consider the Myrtle Beach area for a Fall leisure trip!! Likelihood to Visit Myrtle Beach Area in Fall 2009
Already made plans to visit Myrtle Beach area
2%
In process of finalizing plans to visit Myrtle Beach area
2%
19%
Definitely consider Myrtle Beach area
34%
Probably consider Myrtle Beach area
30%
Probably not consider Myrtle Beach area
Definitely not consider Myrtle Beach area
OPPORTUNITY!
12%
Base: Plan a Fall trip and are aware of Myrtle Beach area Q: How likely are you to take a trip to the Myrtle Beach area for leisure in Fall of 2009 (September - October)?
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Some summary observations â&#x20AC;Ś
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June 2009 – Conclusions
Myrtle Beach ranks high in Top 3 places to visit. • Significant 6% increase • #2 position, ahead of Orlando
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June 2009 – Conclusions
Unprompted response places MB among the … top “beach destinations”
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June 2009 â&#x20AC;&#x201C; Conclusions
Solid 6% increase in familiarity. But, the job s not over â&#x20AC;Ś 20% can t locate MB.
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June 2009 – Conclusions
Dramatically increased ratings in vacation types … • Annual family vacations • Weekend getaways • Special occasions • Beautiful, clean beaches
46
June 2009 â&#x20AC;&#x201C; Conclusions
Visitor satisfaction continues to climb (+7%)
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June 2009 â&#x20AC;&#x201C; Conclusions
Huge (11%) increase of interest in future visit!
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June 2009 â&#x20AC;&#x201C; Conclusions
Advertising is definitely working. Internet/eMail/TV Myrtle Beach is #2 in ad awareness, tied with Atlantic City
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June 2009 – Conclusions
TV ad gets very high scores … • 57% awareness of TV spot • Current – 40% viewed within 30 days • Motivates 71% to consider Myrtle Beach • 48% learned new things •1 in 5 past visitors discovered new things • Photography draws 93% approval
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June 2009 – Conclusions
Pattern of “cutbacks” continue … but travel planning looking up
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June 2009 – Conclusions
Winning (but not yet won) the “affordability” battle.
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June 2009 â&#x20AC;&#x201C; Conclusions
Outlook for Fall travel is very positive â&#x20AC;Ś 53% of people aware of Myrtle Beach and planning a Fall trip - actively consider visiting the Myrtle Beach area
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Thank You!