Page 1

Myrtle Beach Tourism Tracking Study Update – June 2009 – v2.4


2009 Tracking Update – Overview

Thank you. Its a pleasure …

7


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

8


February 2009 – REVIEW Conclusions

With a REAL budget and an aggressive message/offer, it can definitely happen.

9


2009 Tracking Update – Overview

Now, lets look at the progress thats been made.

10


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.

11


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%.

12


What do our respondents look like?

13


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%

14


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

15


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

16


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

17


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?

18


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?

19


2 in 10 respondents still cannot locate Myrtle Beach on a map. Wheres 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

20


How do respondents perceive the Myrtle Beach area?

21


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.

22


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.

23


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:

24


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:

25


Satisfaction is rising, but now its 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?

26


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?

27


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?

28


What impact is Myrtle Beach advertising having?

29


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:

30


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:

31


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.

32


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?

33


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:

34


Outlook for leisure travel planning in the near term.

35


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.

36


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.

37


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?

38


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?

39


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)?

41


Some summary observations â&#x20AC;Ś

42


June 2009 – Conclusions

Myrtle Beach ranks high in Top 3 places to visit. • Significant 6% increase • #2 position, ahead of Orlando

43


June 2009 – Conclusions

Unprompted response places MB among the … top “beach destinations”

44


June 2009 â&#x20AC;&#x201C; Conclusions

Solid 6% increase in familiarity. But, the jobs not over â&#x20AC;Ś 20% cant locate MB.

45


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%)

47


June 2009 â&#x20AC;&#x201C; Conclusions

Huge (11%) increase of interest in future visit!

48


June 2009 â&#x20AC;&#x201C; Conclusions

Advertising is definitely working. Internet/eMail/TV Myrtle Beach is #2 in ad awareness, tied with Atlantic City

49


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

50


June 2009 – Conclusions

Pattern of “cutbacks” continue … but travel planning looking up

51


June 2009 – Conclusions

Winning (but not yet won) the “affordability” battle.

52


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

53


Thank You!

MBTourismTrackingStudyJun09  

– June 2009 – v2.4 Its a pleasure … 2009 Tracking Update – Overview 7 • Growing competitive recognition • Powerful promotion • Customer loya...

Advertisement