market insights: the flagstaff visitor profile
TRANSCRIPT
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Market Insights: The Flagstaff Visitor Profile 4.29.15
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Market Insights: The Flagstaff Visitor Profile 4.29.15
2014 Flagstaff Intercept Study
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Thanks to… Arizona Snowbowl
Best Western Pony Soldier Inn & Suites
Drury Inn & Suites
Flagstaff Extreme
Flagstaff Visitor Center
Fort Tuthill County Park
Little America Hotel
Lowell Observatory
Museum of Northern Arizona
Arizona Hospitality Research and Resource Center at NAU
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Wait, that’s all?
Web Analytics
Social Interaction
nSight Data
Industry Trends
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Market Insights: The Flagstaff Visitor Profile 4.29.15
of Americans take vacations source: fatwallet.com
#onemoreday
81 %
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Very Technical Calculation
4.6 Million Visitors
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Visitor Origin
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Livin’ in the AZ
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Canada
United Kingdom
Germany
Australia
France
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Who are these people?
99K A
ve
rag
e H
HI:
52
Ave
rag
e a
ge
:
$
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Market Insights: The Flagstaff Visitor Profile 4.29.15
It’s a party
3.1 people per party
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Market Insights: The Flagstaff Visitor Profile 4.29.15
It’s my party and I’ll invite who I want to.
60% Family Only
19% Family and Friends
12% Friends Only
7% Alone
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Travel Patterns
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Flagstaff is primary destination
9% Grand Canyon
5% Sedona
53 %
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Market Insights: The Flagstaff Visitor Profile 4.29.15
return visitors 65 %
and visit more than 2x per year
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Market Insights: The Flagstaff Visitor Profile 4.29.15
overnight visitors
averaging 2.5 days in Flagstaff
75 %
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Market Insights: The Flagstaff Visitor Profile 4.29.15
stay in hotel/motel 75 %
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Majority Travel by Auto
69% private auto
22% rental car
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Travel Purpose
57% Leisure/Vacation
20% Passing Through
5% Business/Conference
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Market Insights: The Flagstaff Visitor Profile 4.29.15
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Market Insights: The Flagstaff Visitor Profile 4.29.15
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Market Insights: The Flagstaff Visitor Profile 4.29.15
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Marketers love this question
42% Been Before
28% Word of Mouth
23% Online
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Bottom Line
553
$ Average per party per day expenditure
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Market Insights: The Flagstaff Visitor Profile 4.29.15
By the #s
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Very complicated I-O Model
IMPLAN Analysis
Direct EI =
$458,691,000
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Total EI =
$575,121,000
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Market Insights: The Flagstaff Visitor Profile 4.29.15
BBB = $6,261,106
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Market Insights: The Flagstaff Visitor Profile 4.29.15
quality of life Recreation
Beautification
Economic Development
Arts & Sciences
Tourism is . . .
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Tourism is . . .
7,311 of them
jobs
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Market Insights: The Flagstaff Visitor Profile 4.29.15
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Market Insights: The Flagstaff Visitor Profile 4.29.15
40% AZ 65% Return 53% Primary
Top of Mind Climate Relief Unique to Flagstaff Targeted Cities
11% CA 4% TX
Los Angeles
San Francisco Impressions Targeted Promotions
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Market Insights: The Flagstaff Visitor Profile 4.29.15
43% Other States Word of Mouth Online
Search Marketing Target by Type AOT Co-op
11% International Brand USA Sales/Media Efforts
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Tactics
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Market Insights: The Flagstaff Visitor Profile 4.29.15
What does the future hold?
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Market Insights: The Flagstaff Visitor Profile 4.29.15
General Messaging
ONLINE
Display
Search
Video
Social
Mobile
OTHER
Content
Fulfillment
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Elevating Our Efforts
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Market Insights: The Flagstaff Visitor Profile 4.29.15
Participate
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Market Insights: The Flagstaff Visitor Profile 4.29.15
PAT YOURSELVES ON THE BACK! JOB WELL DONE…
Now back to work making a huge impact on our
QUALITY OF LIFE!