1. Marketing Track: Visitor Profile Research Cheryl Schutz, DK Shifflet

2. 2017 GEORGIA TRAVELER SNAPSHOT Powered by DK Shifflet’s PERFORMANCE/Monitor™
Georgia Governor’s Tourism Conference
August 26-29
Atlanta, GA

3. 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

4. DKSHIFFLET

5. 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.

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

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

8. 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
= 4
Person-Stays
number of people visiting each destination during a trip
= 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 28
= 90
Rooms/Party 2 1
Room Nights 14
= 46
Room-Nights
number of nights spent on all Stays during a trip

9. GEORGIA
GEORGIA

10. 2.4%
U.S. Travel
107 MILLION
GEORGIA TRAVELERS

11. $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

12. 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

13. LEISURE BUSINESS
79%
21%

14. LEISURE AND BUSINESS

15. DAY AND OVERNIGHT

16. Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday Happy Birthday
Happy Birthday 50

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

18. $92,244

19. $86K
$98K
$104K
$84K
$71K
$61K
$93K
$68K
$72K

20. 68%

21. 84%
65%
76%
78%
69%
53%
74%
61%
70%

22. 35%

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

24. 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

25. 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
( )
29%
39%
24%
23%
15%
48%
16%
22%
47%
GEN X
( )
30%
34%
45%
31%
43%
33%
57%
44%
12%
BOOMER
( ) 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

27. 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

28. 39%
Within State
13% Florida
10% Alabama
7% Tennessee
5% So. Carolina

29. 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%

30. 248 MILES
ONE WAY
780 MILES
ONE WAY
USE TRAIN/
BUS/OTHER
90% 8% 2%

31. 196
353
233
188
321
255
167

32. 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

33. ACCOMMODATIONS

34. LENGTH OF STAY

35. 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%

36. 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

37. 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%

38. 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%

39. THANK YOU, Questions Cheryl Schutz VP, Products and Services
DKSHIFFLET.COM