Marketing Track: Visitor Profile Research Cheryl Schutz, DK Shifflet

2017 GEORGIA TRAVELER SNAPSHOT Powered by DK Shifflet’s PERFORMANCE/Monitor™ Georgia Governor’s Tourism Conference August 26-29 Atlanta, GA

THE WORLD’S LARGEST TRAVEL AND TOURISM MARKETING COMPANY MMGY Global is the world’s largest integrated marketing company specializing in the travel, hospitality and entertainment industries. With nearly 40 years experience in the industry, we offer services across all marketing channels in multiple markets throughout the world. Today, we represent 6 brands with one goal: to inspire people to go places. MMGYKansas City MMGYDC MMGYLos Angeles MMGYNew York MMGYOrlando MMGYDubai MMGYLondon MMGYMadrid MMGYTaipei North American Data and Insights Public Relations and Marketing Communications PR, Social and Experiential Integrated Marketing Communications Integrated Marketing Representation Luxury Brand Public Relations and Marketing Communications

DKSHIFFLET

DKSHIFFLET specializes in syndicated and custom research for the travel and tourism industry, providing the industry’s most complete travel data on U.S. residents and their travel worldwide. DKSHIFFLET’s ongoing PERFORMANCE/Monitor travel intelligence data base adds detailed travel data for over 60,000 traveling households to our database annually, providing the unique ability to identify trends and forecast U.S. travel behavior.

How? When? Online Managed Panel Monthly Who? Where? U.S. Residents Any Destination U.S. and Abroad What? Traveler Characteristics Trip Characteristics Spending

OVERNIGHT - Going someplace, staying overnight and then returning home DAY TRIP – a place away from home and back in the same day

METRICS EXPLAINED 1 = 4 2 = 11 40 + = 90 20 + = 46 Stays 1 + 1 + 1 + sum of all travel parties visiting each destination during a trip 1 + 1 + 1 + 1 = 4 Person-Stays number of people visiting each destination during a trip 4 + 1 + 4 + 2 = 11 Person-Days number of people x the number of days in each destination during a trip Days Stayed 5 2 10 14 Person-Days 20 + 2 + 40 + 28 = 90 Rooms/Party 2 1 Room Nights 10 + 2 + 20 + 14 = 46 Room-Nights number of nights spent on all Stays during a trip

GEORGIA GEORGIA

2.4% U.S. Travel 107 MILLION GEORGIA TRAVELERS

$25 BILLION Average U.S. Traveler 3% 8% 29% Transportation 26% Food & Beverage 20% Lodging 12% Shopping 1 0% Entertainment 3% Other 3% OTHER 8% ENTERTAINMENT 14% SHOPPING 24% FOOD & BEVERAGE $25 BILLION SPENT

Presidential Pathways TRAVELERS SPENDING 100% TOTAL GEORGIA $119.10 49% Atlanta Metro $131.90 15% The Coast $135.90 7% Historic Heartland $92.40 Historic High Country $85.60 5% Plantation Trace $80.80 Northeast Georgia Mts. $87.00 Presidential Pathways $89.60 4% Classic South $74.60 2% Magnolia Midlands $67.20 2016/2017 Combined

LEISURE BUSINESS 79% 21%

LEISURE AND BUSINESS

DAY AND OVERNIGHT

Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday 50

Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday 50 48 52 54 49 51

$92,244

$86K $98K $104K $84K $71K $61K $93K $68K $72K

68%

84% 65% 76% 78% 69% 53% 74% 61% 70%

35%

23% 37% 43% 39% 53% 27% 31% 22%

DEMOGRAPHICS GEORGIA 50 AGE $92,244 INCOME 68% MARRIED 35% U.S. GEORGIA Atlanta Metro The Coast Historic Heartland Historic High Country Plantation Trace Northeast Georgia Mts. Presidential Pathways Classic South Magnolia Midlands 49 50 48 52 54 51 AGE $99,526 $92,244 $98,012 $92,672 $103,704 $86,472 $61,121 $71,514 $83,937 $68,086 $70,810 INCOME 74% 68% 65% 76% 84% 53% 70% 78% 61% 69% MARRIED 33% 35% 37% 31% 43% 23% 27% 22% 39% 53% Children in HH

DEMOGRAPHICS 26% 29% 34% 10% MILLENNIAL GEN X BOOMER MATURE Atlanta Metro The Coast Historic Heartland Historic High Country Plantation Trace Northeast Georgia Mts. Presidential Pathways Classic South Magnolia Midlands 31% 18% 17% 30% 33% 9% 15% 21% 35% MILLENNIAL (1981-1997) 29% 39% 24% 23% 15% 48% 16% 22% 47% GEN X (1965-1980) 30% 34% 45% 31% 43% 33% 57% 44% 12% BOOMER (1946-1964) 9% 14% 16% 8% 11% 12% 13% 6% MATURE (PRE-1946) Black is Total Georgia U.S. 28% Millennial 28% Gen X 36% Boomer 8% Mature

35% Past Experience 15% Friend/Relative Recommendations 10% Internet Search 8% Hotel Chain Website 8% Mapping Website 5% Destination Websites/ Online Guides 5% Printed Materials 5% Guest Ratings/Reviews Websites 4% Travel Booking Websites

39% Within State 13% Florida 10% Alabama 7% Tennessee 5% So. Carolina

Atlanta, GA – 65% Macon, GA – 5% Tampa-St. Petersburg, FL – 4% Atlanta, GA – 43% Knoxville, TN – 16% Birmingham, AL – 7% Augusta, GA – 21% Atlanta, GA – 21% Columbia, SC – 11% Atlanta, GA – 21% Birmingham, AL – 5% Nashville, TN – 5% Atlanta, GA – 38% Macon, GA – 15% Tampa-St. Petersburg, FL – 10% 5% Atlanta, GA – 30% Columbus, GA – 28% Indianapolis, IN – 7% Jacksonville, FL– 33% Savanah, GA – 27% Augusta, GA – 24% Tallahassee, FL/ Thomasville, GA– 27% Dothan, AL – 12% Chattanooga, TN – 9% Atlanta, GA – 20% Jacksonville, FL – 16% Savanah, GA – 10%

248 MILES ONE WAY 780 MILES ONE WAY USE TRAIN/ BUS/OTHER 90% 8% 2%

196 353 233 188 321 255 167

56% 25% 4% 3% 12% STAY IN HOTELS STAY WITH FRIENDS/RELATIVES STAY IN RENTAL HOMES/CONDOS 3% STAY IN CAMPGROUNDS/LODGES 12% STAY IN OTHER LODGING

ACCOMMODATIONS

LENGTH OF STAY

53% 32% 4% 11% Leisure = 42% Leisure = 40% Leisure = 5% Leisure = 14% TRAVEL ALONE TRAVEL IN PAIRS LARGE TRAVEL PARTIES TRAVEL WITH CHILDREN 53% Leisure = 42% 32% Leisure = 40% 4% Leisure = 5% 11% Leisure = 14%

TRAVEL PARTY 56% 29% 57% 42% 52% 45% 44% 38% 48% 29% 54% 28% 43% 36% 26% 4% 5% 3% 7% 11% 10% 7% 14% 19% Atlanta Metro The Coast Historic Heartland Historic High Country Plantation Trace Northeast Georgia Mts. Presidential Pathways Classic South Magnolia Midlands

ACTIVITY PARTICIPATION FAMILY/LIFE EVENTS 27% Visit Friends/Relatives 10% Celebrations 4% Wedding/Funeral/Reunion 37% ATTRACTIONS 8% Nightlife 6% Sporting Events 3% Zoo/Aquarium 2% Other 18% GENERAL 20% Shopping 10% Business/Work 3% Medical/Healthcare 3% Religious/Faith Based 5% Other 36% LIBATION & CULINARY 17% Culinary/Dining 1% Winery/Distillery/Brewery 18% NATURE 4% Beach/Waterfront 6% Parks 4% Wildlife viewing/Eco-travel 1% Camping 11% CULTURE 14% Museums; Historic Sites 9% Touring/Sightseeing 5% Live Music 3% Festivals/Fairs 4% Movies 2% Theater/Dance Performance 24% 78% OUTDOOR SPORTS 4% Boating/Fishing 3% Hiking/Biking 2% Golf 1% Water Sports 8%

Friendly Helpful People Overall Satisfaction 8.5% Value for the Money 8.3% Likely to Recommend 8.5% Feeling of Safety 8.3 Friendly Helpful People 8.5%

THANK YOU, Questions Cheryl Schutz VP, Products and Services cschutz@dkshifflet.com DKSHIFFLET.COM