the portrait of american travelers: interested in...

THE PORTRAIT OF AMERICAN

TRAVELERS:

INTERESTED IN VISITING NEVADAApril 2017

METHODOLOGY

• American leisure travelers

• Took at least one vacation at least 75 miles from home that required overnight accommodation

• Annual Household Income > $50,000

• Nationally-representative sample size (n=2,902)

TRENDSETTERSRedefining the Travel

Families Couples Singles

The amount each sub-segment intends to spend on vacation travel in the next

12 months

YET, NOT ALL

MILLENNIALS ARE

CREATED EQUAL

2016 MMGY Portrait of American Travelers

$6,169 $3,895 $3,978

High

Earners

Not

Rich

Yet

HENRYs

Annual Household Income> $125,000

¼ of All Traveling Millennials

4.4M Households

7.3% of U.S. Travelers

6.1Trips in Past

12 Months

8,520Expected Spend

$

HENRYs TRAVEL PROFILE

38% Same54%

More

8%Less

Overall Travel Intent

GOTTA

GO

SOLOs

GottaGoSOL

OsMarried w/ Children Under 18 in Household

Take Vacations Without Spouse or Kids Present

5.8M Households in U.S.


7.8Trips in Past

12 Months

6,965Expected Spend

$

GottaGoSOLOs TRAVEL PROFILE

31% Same

65%More

4%Less


Young

At

Heart

Travelers

Zooming

Everywhere

Enthusiastically

YAHTZEEs

Active Retirees Between Ages 55 and 75

Have Taken 3+ Vacations in Past 12 Months



4.9Trips in Past

12 Months

8,032Expected Spend

$

YAHTZEEs TRAVEL PROFILE

61% Same

21%More

18%Less


1/3Of all vacations are

road trips

YAHTZEEs TRAVEL PROFILE

61% Same

18%Less

Road trips

34%

All other trips

66%

JET

SWEATERS

JET SWEATERS

Amateur athletes without children who travel for own athletic pursuits

Marathons, Triathlons, Cycling Events, etc.



3.5Trips in Past

12 Months

5,378Expected Spend

$

JET SWEATERS TRAVEL PROFILE

56% Same

29%More

15%Less


THE BRAT

PACK

THE BRAT PACK

Families With Children Under Age 12


18.7% of Vacationing Americans

4.0Trips in Past

12 Months

5,166Expected Spend

$

THE BRAT PACK TRAVEL PROFILE

49% Same

44%More

7%Less


NEVADAInterested in Visiting

42%

The

destinations I

visit say a lot

about who I

am

Interested in Visiting Nevada

INTEREST IN V IS I T ING NEVADA

2014 2015 2016 2017

19% 17% 20% 18%

18%America

n

Travelers

Interested in Visiting

Nevada during the Next

Two Years

INTEREST IN V IS I T ING NEVADA


Nevada during the Next

Two Years2017

Millennials 18%

Xers 17%

Boomers 20%

Matures 18%

72%

I prefer to focus on

making memories over

acquiring more things


TRAVEL SPENDING


Nevada

Not Interested in

Visiting Nevada

Average amount spent on vacations during the

past 12 months$5,303 $4,727

Average amount intend to spend on vacations

during the next 12 months$5,407

$4,681

Difference ($) $104 -$46

Difference (%) +2% -1%

TRAVEL

INTENT IONS

Plan to take…Total

Sample

Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

More vacations 25% 27% 24%

Fewer vacations 19% 19% 19%

NET 6 +8 +5

DOMEST IC

DEST INAT IONS

INTERESTED IN V IS I T ING

Top 10Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Las Vegas, NV 86% 40%

National parks 72% 67%

Honolulu, HI 66% 57%

Hawaiian Neighbor Islands 65% 59%

New York City, NY 58% 54%

San Francisco, CA 58% 49%

New Orleans, LA 58% 46%

San Diego, CA 58% 44%

The Florida Keys/Key West 55% 53%

Washington, DC 54% 50%

14%Not interested

in visiting Vegas

CASINO VACATIONS

of travelers interested in visiting Nevada visited a casino while on vacation during the past 12 months.

52%

of travelers interested in visiting Nevada find Casino gambling desirable on vacation

51%

75%

I’m more likely to try

new things while on

vacation


MOTIVAT ION FOR

VACATION

Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Relaxation 90% 88%

Get away from home 90% 87%

Exploration 79% 78%

Experience different cultures 74% 71%

Experience new cuisines 69% 68%

Enhance existing relationships 68% 68%

Self-discovery 53% 53%

Meet new people 50% 46%

Pursue a hobby 42% 43%

Pursue wellness programs 32% 35%

Play/participate in a sport 22% 25%

DES IRABLE VACATION

ATTR IBUTES

Top 10Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Beautiful scenery 88% 89%

Safety of the destination 87% 86%

Ease of getting to the

destination86% 82%

Experience local

cuisine/customs81% 77%

Historical sites 80% 77%

Museums 70% 70%

Beach experience 70% 70%

Fine dining 67% 61%

Notable architectural sites 64% 64%

Nightlife/entertainment 57% 49%

Top 10Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Family man/woman 47% 47%

Foodie 40% 31%

Pet lover 37% 40%

Conservative 33% 31%

Do-it-yourselfer (DIYer) 31% 30%

Outdoor adventurer 31% 24%

Progressive 27% 26%

Music aficionado 26% 20%

Liberal 25% 26%

Wine enthusiast 25% 19%

DESCRIBE THEMSELVES

AS…

# OF SOURCES CONSIDERED

DURING VACATION PLANNING

Average number of sources considered by those who are interested in visiting Nevada

Average number of sources

considered by those who are not interested in visiting Nevada

20.1

18.1

F IRST STEP IN

VACATION PLANNING

Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Select the destination 36% 30%

Pick type of vacation 22% 21%

Set budget 15% 17%

Talk to friends/family 14% 16%

Read travel review websites 4% 4%

Compare prices/features 3% 5%

Decide on vacation activities 3% 3%

Talk to a traditional travel agent 2% 3%

Top 10Interested in

Visiting Nevada

Not Interested in

Visiting Nevada

Friends/family (not through social

media)52% 47%

Internet search engine results 48% 44%

Online visitor guides 45% 34%

Printed visitor guides 38% 31%

Travel review websites 37% 32%

Magazine articles 36% 33%

Destination websites 35% 29%

Magazine advertising 33% 24%

Television shows 31% 27%

Television advertising 30% 27%

SOURCES CONSIDERED

FOR IDEAS/ INSP IRAT ION


Nevada

Not Interested in

Visiting Nevada

OTAs 67% 60%

Travel Service Providers 49% 38%

WEBS ITES V IS I TED ON A REGULAR BAS IS TO

OBTAIN TRAVEL INFORMATION

Top 10


Nevada

Not Interested in

Visiting Nevada

Expedia 44% 35%

Google 43% 39%

TripAdvisor 39% 36%

Travelocity 33% 27%

Hotels.com 31% 24%

Priceline 28% 17%

Orbitz 25% 20%

Trivago 25% 18%

Kayak 21% 19

Yelp 18% 14

WEBS ITES V IS I TED ON A REGULAR BAS IS TO

OBTAIN TRAVEL INFORMATION

GAMING

% OF TOTAL TR IPS THAT

INCLUDED GAMING

28% 15%

Interested in visiting Nevada

Not Interested in visiting Nevada

TYPES OF CAS INOS

V IS I TED

% of Total Gaming VacationsInterested in

Visiting Nevada

Not Interested in

Visiting Nevada

Destination resort land-based

casino55% 47%

Local/regional land-based casino 27% 26%

INTERESTED IN V IS I T ING

NEVADA, BUT DO NOT

F IND CAS INO

GAMBL ING DES IRABLE

25%

DES IRABLE VACATION

ATTR IBUTES

Top 10Interested in Visiting

Nevada - Not Gaming


Nevada - Gaming

Beautiful scenery 95% 88%

Safety of the destination 86% 88%

Ease of getting to the

destination84% 91%

Experience local

cuisine/customs81% 82%

Historical sites 80% 81%

Museums 69% 73%

Fine dining 64% 73%

Notable architectural sites 63% 65%

Hiking/climbing/biking/other

outdoor adventures57% 49%

Guided tours with access to

local experiences that would

otherwise be

unknown/inaccessible

52% 56%

MOTIVAT ION FOR

VACATION


Nevada - Not Gaming


Nevada - Gaming

Relaxation 92% 92%

Get away from home 89% 95%

Exploration 83% 81%

Experience different cultures 81% 71%

Experience new cuisines 71% 73%

Enhance existing relationships 69% 71%

Self-discovery 54% 56%

Meet new people 46% 57%

Pursue a hobby 40% 47%

Pursue wellness programs/lifestyles 27% 36%

Play/participate in a sport 12% 33%

Top 10Interested in Visiting

Nevada - Not Gaming


Nevada - Gaming

Family man/woman 50% 42%

Foodie 43% 38%

Pet lover 38% 40%

Conservative 38% 32%

Outdoor adventurer 37% 25%

Liberal 34% 22%

Do-it-yourselfer (DIYer) 33% 31%

Progressive 25% 28%

Wine enthusiast 24% 27%

Binge television watcher 22% 21%

DESCRIBE THEMSELVES

AS…

SHARED

ACCOMMODATIONS


Nevada

Not Interested in

Visiting Nevada

Hotel 83% 73%

Someone else's private residence 32% 30%

Resort 26% 20%

Vacation home 12% 14%

Bed & breakfast 9% 11%

Timeshare 9% 8%

Vacation condominium 8% 10%

Tent 6% 5%

Recreational vehicle (RV)/camper 6% 5%

TYPES OF ACCOMMODATIONS USED ( P A S T 1 2 M O N T H S )

HAVE USED SHARED

ACCOMMODATIONS

ON VACATION( P A S T 1 2 M O N T H S )

22% 22%

Interested in visiting Nevada

Not Interested in visiting Nevada


Nevada

Not Interested in

Visiting Nevada

Arranging accommodations through a service like Airbnb, HomeAway or VRBO was a good experience

82% 84%

I prefer booking accommodations in the same neighborhood as the people I'm visiting

67% 63%

I like vacationing in a home away from home 65% 78%

Cost was the primary reason I used a service like Airbnb, HomeAway or VRBO

62% 71%

I want to stay in an unusual place 60% 65%

I like vacationing with locals in their neighborhood 59% 62%

I was on an extended vacation and I don't like staying in a hotel room for long periods of time

52% 63%

REASONS FOR US ING

SHARED ACCOMMODATIONS

34%

I’ve stayed in shared

accommodations with

the hope of possibly

finding a new

romance


THANK YOU,

LET’S DISCUSS

STEVE COHEN

VP, RESEARCH & INSIGHTS

MMGY GLOBAL

[email protected]

KANSAS CITY NEW YORK ORLANDO MADRID mmgyglobal.com

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