mississippi gulf coast 2017 visitor research · the top three states of origin for visitors on...

Mississippi Gulf

Coast 2017 Visitor

Research

Introduction…………….………………………………..…………..……………..… 3

Research Objectives…………………………………………..……………...…….. 4

Methodology………………………………………………………………...……….. 5

Key Findings………………………………………………………..………………… 6

Size & Structure of the U.S. Travel Market…………………………..…………… 10

Size & Structure of Mississippi Gulf Coast’s Domestic Travel Market………………..……….. 14

Overnight Expenditures…………………………….………………………..…...… 21

Overnight Trip Characteristics……………………..…………………….………… 27

Demographic Profile of Overnight Visitors………..........................................… 61

Day Trip Expenditures……………………………………………...………..…...… 72

Day Trip Characteristics……………………………………………………..……… 78

Demographic Profile of Day Visitors………………........................................… 98

Appendix: Key Terms Defined…………………………………………………..…. 109

✓ Longwoods International began tracking American travelers in 1985, and has

conducted large-scale syndicated visitor research quarterly since 1990.

✓ In 2007, our proprietary Longwoods Travel USA® program was migrated

from mail to online, with the benefits of rapid turnaround, enhanced flexibility

and interactivity, as well as greater respondent involvement.

✓ It is currently the largest ongoing study conducted of American travelers,

providing our clients with more reliable data and greater ability to home in on

key market segments of interest.

✓ This report provides an overview for Mississippi Gulf Coast’s domestic

tourism business in 2017.

3

✓ The visitor research program is designed to provide:

✓ Estimates of domestic overnight and day visitor volumes to Mississippi

Gulf Coast.

✓ A profile of Mississippi Gulf Coast’s performance within its overnight

travel market.

✓ Domestic visitor expenditures in Mississippi Gulf Coast.

✓ Profiles of Mississippi Gulf Coast’s day travel market.

✓ Relevant trends in each of these areas.

4

➢ Each quarter, a random, projectable sample of adult members (18 years of

age and over) of a major U.S. consumer panel is invited to participate in the

Travel USA® survey:

➢ Selected to be representative of the U.S. adult population

➢ For the 2017 travel year, this yielded :

➢ 329,470 trips for analysis nationally:

➢ 232,317 overnight trips

➢ 97,153 day trips

➢ For Mississippi Gulf Coast, the following sample was achieved in 2017:

➢ 890 trips:

➢ 564 overnight trips

➢ 326 day trips

➢ For analysis, data were weighted on key demographics to correct for any

differences between the sample and U.S. population targets.

5

Key Findings

➢ In 2017, Mississippi Gulf Coast had 13.5 million person trips, increasing 6.3% from 2015. The Mississippi Gulf Coast grew about twice the national growth thus increasing its market share. Of the trips to the Mississippi Gulf Coast, 57% were day trips and 43% were overnight trips.

➢ The overnight trips generated $1.17 billion in spending, increasing 9.2% from 2015.

➢ When asked about the main purpose of their overnight trip, 28% responded that they were visiting friends and relatives, while 62% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip type was casino at 38%.

➢ The top three states of origin for visitors on overnight trips to Mississippi Gulf Coast were Louisiana, Mississippi, and Florida. Among DMAs, the top three overnight visitor sources were New Orleans, Mobile, and Jackson.

7

➢ Over three-quarters (79%) of visitors on an overnight trip to Mississippi Gulf

Coast were very satisfied with the overall trip experience. The next highest-

ranking categories for satisfaction were friendliness of the local people (75%)

and quality of the food (74%).

➢ Among those on overnight trips to Mississippi Gulf Coast, 86% have visited

Mississippi Gulf Coast at least once before and 71% have visited in the past

year.

➢ Greater than the national average, over half (56%) of the overnight trips were

planned 2 months or less before the trip. Greater than the national average,

22% did not plan anything in advance.

➢ Hotel or resorts, online travel agencies, and advice from friends/family were

the most common planning sources for a Mississippi Gulf Coast overnight

trip. Hotels or resorts were the most common booking source.

8

➢ The average number of nights spent in Mississippi Gulf Coast on an

overnight trip was 2.5 nights, down from 3.3 nights in 2016. The average

travel party size was 2.7 persons.

➢ Over two-thirds (68%) of Mississippi Gulf Coast overnight visitors made the

trip with a partner or spouse. Thirty percent reported that they traveled with

children.

➢ Over three-quarters (79%) of overnight Mississippi Gulf Coast travelers

arrived by personal car or truck.

➢ The top five activities and experiences during an overnight trip to Mississippi

Gulf Coast were casino, shopping, going to the beach or waterfront,

swimming, and fine dining

9

Size & Structure of the

U.S. Travel Market

1,480 1,532 1,568 1,585 1,618

0

500

1,000

1,500

2,000

2013 2014 2015 2016 2017

Mill

ion

s o

f T

rip

s

2.1%

Base: Overnight Person-Trips

11

Visits to Friends/Relatives

43%

Marketable43%

Business10%

Business-Leisure4%


12

13

2

5

<1

3

2

-5 0 5

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change


Size & Structure of

Mississippi Gulf

Coast Domestic

Travel Market

Total Person-Trips = 13.5 Million

Day Trips57%

Overnight Trips43%

5.8 Million

7.7 Million

+6.3% vs. 2015

15

5.5 5.8

0

5

10

2015 2017

Mill

ion

s o

f T

rip

s


16

+5%

Total Overnight Person-Trips = 5.8 Million

Adults79%

Children21%

1.2 Million

4.6 Million

17

VFR28%

Marketable62%

Business8%

Business-Leisure

2%

1.6 Million

3.6 Million

0.5 Million

0.1 Million

Total Overnight Person-Trips = 5.8 Million

18

Total Day Person-Trips = 7.7 Million

Adults78%

Children22%

1.7 Million

6.0 Million

19

VFR27%

Marketable64%

Business8%

Business-Leisure

1% 4.9 Million

0.6 Million

0.1 Million

Total Day Person-Trips = 7.7 Million

2.1 Million

20

Overnight Trip

Expenditures

Total Spending = $1.167 Billion

Lodging34%

Restaurant Food & Beverage

22%

Retail13%

Transportation8%

Recreation23%

$398 Million

$261 Million $95 Million

$153 Million

$261 Million

+9.2% vs. 2015

22

$68

$45 $45

$26$16

0

20

40

60

80

100

Lodging Restaurant Food& Beverage

Recreation/Sightseeing/

Entertainment

Retail Purchases Transportation atDestination

Dolla

rs


23

$201

0

100

200

300

Leisure

Dolla

rs


24

$178

$117 $117

$68$42

0

50

100

150

200

250

300

Lodging Restaurant Food& Beverage


Entertainment


Dolla

rs


25

$521

0

200

400

600

800

Leisure

Dolla

rs


26

Overnight Trip

Characteristics

28

38

6

5

4

3

2

2

1

1

2

6

2

0 10 20 30 40

Visiting friends/relativesCasino

Special eventResort

TouringOutdoors

City tripCruise

Theme parkGolf Trip

Conference/conventionOther business trip

Combined business-pleasure trip

Percent

Marketable

Trips

62%


28

38

28

6

5

4

3

2

2

1

1

4

43

8

5

9

6

5

2

4

1

0 15 30 45

Casino

Visiting friends/relatives

Special event

Resort

Touring

Outdoors

City trip

Cruise

Theme park

Golf Trip

Percent

Mississippi Gulf Coast U.S. Norm


29

38

28

6

5

4

3

2

2

1

1

35

28

9

4

6

4

3

2

1

2

0 10 20 30 40

Casino


Special event

Resort

Touring

Outdoors

City trip

Cruise

Theme park

Golf Trip

Percent

2017 2015


30

2

6

4

7

0 2 4 6 8 10

Conference/Convention

Other business trip

Percent



31

2

6

1

4

0 2 4 6 8 10


Other business trip

Percent

2017 2015


32

33

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%


24

24

14

8

8

5

4

0 5 10 15 20 25

Louisiana

Mississippi

Florida

Alabama

Texas

Georgia

Tennessee

Percent


34

14

10

8

4

4

4

4

3

3

3

3

3

3

2

0 5 10 15

New Orleans, LA

Mobile-Pensacola, AL/FL/MS

Jackson, MS

Hattiesburg-Laurel, MS

Baton Rouge, LA

Biloxi-Gulfport, MS

Atlanta, GA

Lafayette, LA

Dallas-Ft. Worth, TX

Tampa-St. Petersburg-Sarasota, FL

Houston, TX

Columbus-Tupelo-West Point, MS

Memphis, TN/MS/AR

Birmingham, AL

Percent


35

25

27

26

22

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


36

79

75

74

73

73

70

64

60

54

79

77

70

73

62

54

48

0 20 40 60 80 100

Overall trip experience

Friendliness of people

Quality of food

Safety & Security*

Quality of accomodations

Cleanliness*

Value for the money

Sightseeing/ attractions

Music/ nightlife/ entertainment

Percent

2017 2015

37


* Added in 2017

86

71

85

74

0 20 40 60 80 100

Ever

Past 12Months*

Percent

2017 2015

38


* Question wording changed in 2017

3

8

11

14

42

22

4

14

17

16

35

14

0 15 30 45

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

Percent



39

28

10

10

8

8

6

6

5

4

15

15

13

10

9

2

9

6

6

0 10 20 30

Hotel or resort

Online travel agencies

Advice from relatives or friends

Social Media

Destination websites

800/888 number

Travel company websites

Travel agent/company

Auto club/AAA

Percent



40

4

3

2

1

1

1

1

1

10

4

4

3

1

1

1

2

0 10 20 30

Airline/commercial carrier

Travel guide/other books

Lodging sharing websites (AirBnB, VRBO, etc.)

Visitors' bureau/gov tourism office

TV program/ad

Radio show/ad

Newspaper articles/ad

Magazine articles/ad

Percent



41

35

12

9

6

5

4

4

2

2

2

1

18

15

3

9

4

12

6

1

4

1

4

0 10 20 30 40

Hotel or resort

Online travel agencies

800/888 number

Travel company websites

Destination websites

Airline/commercial carrier

Travel agent/company

Visitors' bureau/gov tourism office

Auto club/AAA

Travel/ski show or exhibition

Lodging sharing websites (AirBnB, VRBO, etc.)

Percent



42

82

38

32

30

10

84

45

38

34

16

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent



43

83

72

28

24

85

71

31

27

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent



44

23

33

30

7

6

1

22

27

27

11

10

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent


Average Mississippi Gulf Coast

3.0 nights

Average U.S. Norm

3.7 nights

45


32

33

26

5

4

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Mississippi Gulf Coast = 2.5

Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast

46

32

33

26

5

4

26

27

32

5

10

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2017 2015

Average

2017 = 2.5 nights

2015 = 3.3 nights

Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast

47

2.2

2.2

0.5

0.6

0 1 2 3 4

MississippiGulf Coast

U.S. Norm

Average Number of People

Adults Children

Total = 2.8


48

Total = 2.7


49

68

30

18

16

14

8

2

1

65

35

25

17

12

11

3

2

0 10 20 30 40 50 60 70

Spouse/partner

Child(ren)

Just myself/traveled alone

Friend(s)

Other relative(s)

Parent(s)

Business associate(s)

Grandparent(s)

Percent


79

16

10

4

3

2

1

1

1

68

17

23

10

5

7

2

4

2

0 20 40 60 80

Own car/truck

Rental car

Plane

Online taxi service (Uber, Lyft, etc.)

Bus

Taxi cab

Camper, R.V

Train

Ship/Boat

Percent



50

42

18

17

13

4

3

2

1

1

1

1

1

4

19

15

23

26

4

4

4

2

2

3

3

2

6

0 15 30 45

Resort hotel

Motel

Hotel

Home of Friend/Relative

Bed & Breakfast

Campground/trailer park/RV park

Rented home/condo/apartment

Country Inn/Lodge

Boat/Cruise Ship

Own Home/Condo/Apt/2nd Home

Time Share

Rented Cottage/Cabin

Other

Percent



51

54

34

27

17

17

15

10

7

6

6

9

32

15

15

20

15

14

5

4

10

0 20 40 60

Casino

Shopping

Beach/Waterfront

Swimming

Fine Dining

Bar/Nightclub

Landmark/Historic Site

Fishing

Spa

National/State Park

Percent



52

5

5

5

5

4

4

4

3

3

3

5

4

11

4

3

4

6

4

5

3

0 20 40 60

Business Meeting

Dance

Museum

Waterpark

Rock/Pop Concert

Camping

Theater

Boating/Sailing

Art Gallery

Biking

Percent



53

3

3

2

2

2

2

2

4

8

4

3

7

2

2

0 20 40 60

Fair/Exhibition/Festival

Hiking/Backpacking


Golf

Theme Park

Watch/Participate in Adult Amateur Sports

Watch/Particpate in Kids Sports Event

Percent



54

17

10

9

3

3

2

2

2

1

1

1

20

16

10

4

2

4

6

3

5

1

2

0 5 10 15 20 25

Historic Places

Cultural Activities/Attractions

Exceptional Culinary Experiences

Traveling with Grandchildren

Religious Travel

Wedding

Brewery Tours/Beer Tasting

Eco-Tourism

Winery Tours/Tasting

Medical Tourism

Agritourism

Percent



55

59

29

24

23

22

10

10

9

68

34

22

28

24

11

11

13

0 20 40 60 80 100

Used any social media for travel

Posted travel photos/video online

Accessed travel news/events/deals/promotions

Read travel reviews

Looked at travel photos/video online

Connected with others interested in travel

Contributed travel reviews

Read a travel blog

Percent



56

59

8

7

7

6

3

2

68

9

11

8

7

5

3

0 20 40 60 80 100


"Followed" a destination/attraction

Got travel advice

Gave travel advice

Tweeted about a trip

Subscribed to a travel e-newsletter

Blogged about a trip

Percent



57

59

29

24

23

22

10

10

9

66

30

20

25

21

15

10

12

0 20 40 60 80 100




Read travel reviews




Read a travel blog

Percent

2017 2015


58

59

8

7

7

6

3

2

66

10

8

10

11

8

5

0 20 40 60 80 100


Followed a destination/attraction

Got travel advice

Gave travel advice




Percent

2017 2015


59

60

33

23

3

1

42

21

3

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile

of Overnight Visitors

62

45

55

49

51

0 20 40 60

Male

Female

Percent



63

6

18

14

27

18

17

13

20

18

18

15

16

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+

Percent


Average Mississippi Gulf

Coast = 48.4

Average U.S. Norm = 45.0


64

60

22

18

60

26

14

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/separated

Percent



19

39

16

16

10

23

35

17

14

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



65

66

53

23

22

20

57

19

21

17

0 20 40 60

No children under 18

Any child between 13-17


Any child under 6

Percent



67

12

33

32

22

1

23

41

23

12

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



68

53

9

38

55

9

36

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent

Mississippi Gulf Coast


69

2

11

10

25

52

6

15

16

23

40

0 20 40 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



80

15

5

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent



70

71

93

7

91

9

0 20 40 60 80 100

No

Yes

Percent



Day Trip

Expenditures

73

Total Spending = $504 Million

Restaurant Food &

Beverage30%

Retail26%

Recreation30%Transportation

15%

$152 Million

$77 Million$144 Million

$131 Million

+10.4% vs. 2015

Base: Day Person-Trips

$20 $19$17

$10

0

10

20

30

Restaurant Food &Beverage


Entertainment


Do

llars

74

$65

0

50

100

Leisure Business*

Dolla

rs


75

* Low base sizes

$55 $52$47

$28

0

20

40

60

80

Restaurant Food &Beverage


Entertainment


Do

llars


76

$181

0

50

100

150

200

Leisure Business*

Dolla

rs


77

* Low base sizes

Day Trip

Characteristics

27

24

9

9

6

6

4

4

1

1

2

6

1

0 10 20 30

Visiting friends/relativesCasinoTouring

OutdoorsShopping

Special eventCity tripResort

Theme parkCruise

Conference/conventionOther business trip

Business-Leisure

Percent

Marketable

Trips

64%


79

27

24

9

9

6

6

4

4

1

1

38

4

12

7

8

8

8

2

3

1

0 10 20 30 40


Casino

Touring

Outdoors

Shopping

Special event

City trip

Resort

Theme park

Cruise

Percent



80

27

24

9

9

6

6

4

4

1

1

27

28

7

6

7

7

4

3

<1

2

0 10 20 30


Casino

Touring

Outdoors

Shopping

Special event

City trip

Resort

Theme park

Cruise

Percent

2017 2015


81

2

6

2

6

0 2 4 6 8


Other business trip

Percent



82

2

6

2

5

0 2 4 6 8 10


Other business trip

Percent

2017 2015


83

84

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%


39

28

11

8

3

0 10 20 30 40

Louisiana

Mississippi

Alabama

Florida

Texas

Percent


85

33

15

8

6

6

4

2

2

2

2

0 5 10 15 20 25 30 35

New Orleans, LA

Mobile-Pensacola, AL/FL/MS

Hattiesburg-Laurel, MS

Baton Rouge, LA

Biloxi-Gulfport, MS

Jackson, MS

Alexandria, LA

Meridan, MS

Columbus-Tupelo-West Point, MS

Memphis, TN/MS/AR

Percent


86

26

24

25

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


87

2.2

2.1

0.7

0.6

0 1 2 3 4

Mississippi GulfCoast

U.S. Norm

Average Number of People

Adults Children

Total = 2.7


88

Total = 2.9


89

59

38

21

19

13

10

3

2

62

38

17

22

10

11

2

1

0 10 20 30 40 50 60 70

Spouse/partner

Child(ren)

Friend(s)

Just myself/traveled alone

Parent(s)

Other relative(s)

Business associate(s)

Grandparent(s)

Percent


38

25

25

13

12

7

7

5

4

4

4

4

6

7

26

11

5

7

5

4

3

8

3

3

0 10 20 30 40

Casino

Beach/Waterfront

Shopping

Fine Dining

Swimming

Museum

Bar/Nightclub

Fair/Exhibition/Festival

Fishing

Landmark/Historic Site

Business Meeting

Theater

Percent



90

3

3

3

3

3

3

2

2

2

2

2

2

3

2

2

2

1

5

2

2

1

2

0 10 20 30 40

Boating/Sailing

Art Gallery

Dance

Waterpark

Spa

Biking

Theme Park


Rock/Pop Concert

Watch/Particpate in Kids Sports

Winery

Percent



91

17

11

8

3

3

3

2

1

1

1

16

12

6

2

3

4

3

2

2

2

0 5 10 15 20

Historic Places

Cultural Activities/Attractions

Exceptional Culinary Experiences

Wedding

Traveling with Grandchildren

Brewery Tours/Beer Tasting

Eco-Tourism

Agritourism

Medical Tourism

Religious Travel

Percent



92

70

37

31

30

30

18

13

12

66

31

25

22

26

13

7

11

0 20 40 60 80 100





Read travel reviews

Read a travel blog

Gave travel advice

Got travel advice

Percent


93


70

11

10

10

7

5

4

66

11

9

9

6

3

5

0 20 40 60 80 100



"Followed" a destination/attraction





Percent


94


70

37

31

30

30

18

13

12

73

38

31

29

30

15

15

16

0 20 40 60 80 100





Read travel reviews

Read a travel blog

Gave travel advice

Got travel advice

Percent

2017 2015


95

70

11

10

10

7

5

4

73

20

18

11

14

5

12

0 20 40 60 80 100



Followed a destination/attraction





Percent

2017 2015


96

97


24

16

1

<1

38

19

2

1

0 10 20 30 40

AAA

AARP

National Motor Club

Better World Club

Percent


Demographic

Profile of Day

Visitors

99

48

52

47

53

0 20 40 60

Male

Female

Percent



13

18

19

26

11

13

12

20

19

19

15

15

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+

Percent


Average Mississippi Gulf

Coast = 44.3

Average U.S. Norm = 45.1


100

101

58

26

16

58

26

16

0 20 40 60 80

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent



102

20

29

21

17

13

22

34

18

15

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



103

49

23

24

25

56

20

22

17

0 20 40 60

No children under 18



Any child under 6

Percent



104

13

35

31

19

2

19

40

24

16

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



105

47

12

41

51

9

40

0 10 20 30 40 50 60

Full-time/self-employed

Part-time

Not employed/retired/ other

Percent



106

3

11

11

21

54

4

12

14

22

48

0 10 20 30 40 50 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



107

80

14

6

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent



108

92

8

91

9

0 20 40 60 80 100

No

Yes

Percent



Appendix:

Key Terms Defined

➢ An Overnight Trip is any journey for business or pleasure, outside your community

and not part of your normal routine, where you spent one more nights away from home.

➢ A Day Trip is any journey for business or pleasure, outside your community and not

part of your normal routine, that did not include an overnight stay. Day trips involve

travel of more than 50 miles from home.

➢ A Person-Trip is one trip taken by one visitor.

➢ Person-trips are the key unit of measure for this report.

110

➢ Leisure Trips: Include all trips where the main purpose was one of the following:

➢ Visiting friends/relatives

➢ Touring through a region to experience its scenic beauty, history and culture

➢ Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating

➢ Special event, such as a fair, festival, or sports event

➢ City trip

➢ Cruise

➢ Casino

➢ Theme park

➢ Resort (ocean beach, inland or mountain resort)

➢ Skiing/snowboarding

➢ Golf

➢ Business Trips:

➢ Conference/convention

➢ Other business trip

➢ Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one

additional day to experience the same place or nearby area simply for leisure.

111

Marketable Trips:Include all leisure trips, with the exception ofvisits to friends/relatives

Total Trips = Leisure + Business + Business-Leisure

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