By Nancy Hritz & Anton Abraham
WHY Greater Communities, cities, counties and metropolitan areas can profit from comprehensive results of a visitor profile study. With a clear understanding of how a leisure, business, or friends and family visitors look like, trends can be discovered and utilized, in order to better position the destination in the marketplace. Visitor profile studies gather information to gain competitive advantages through a better understanding of their current and potential visitors and target markets. Data is gathered on visitor’s spending, point of origin, group size, length of visit, accommodation preferences, preferred activities, and others.
WHO Destinations Marketing Organizations (DMO) and Convention and Visitor Bureaus (CVB) are typically the commissioners of those market studies as an intermediate for the greater region (county, city, MSA, etc.). In their role as a regional, national and international marketing entity and by utilizing mostly tax dollars, intelligent spending and efficient product placement is crucial. By understanding the visitor (age, group size, point of origin, length of stay, type of accommodation, etc.) the marketing opportunities on a variety of media channels can be adjusted, from the “one-size-fits-all” approach, to a more fine-tuned and targeted approach, also by
geographic region. For example, the adventurous, spontaneous and sustainability driven Millennial traveler can be reached via Social Media channels like Twitter, Instagram, Facebook and Snapchat and focuses on the experience and the story. The GenX traveler, might be accompanied by parents and adolescent children, is typically inclined for a more specific experience. They do extensive research on blogs, travel guides and podcasts prior to the trip. Baby Boomers may use social media platforms, but they are still being reached through traditional marketing efforts through TV, magazine and radio.
HOW Several strategies can be utilized in conducting a visitor profile study. The most common approach today is an online survey. Most organizations in collaboration with hotels and resorts, as well as convention centers, have comprehensive email lists that can serve as a database of contacts. A random sampling from this list, along with a personalized email
invitation accompanied with an attractive incentive improves a high response rate. Another strategy is a national sample to illustrate travel trends, specific to the destinations’ visitor population. Another approach is in person intercepts at the destination, however, this approach is usually more time, labor and cost intensive.
WHEN Ideally a visitor profile should be run on an annual basis to reveal trends from year-to-year, as well as trends over time. The study itself can be executed at several points of the year, e.g. at the end of the season, in the beginning of a new year or in the beginning of a new season. Usually a qualifier question in the instrument ensures that the survey takers last visit to the destination was within the last 18 months to gain an accurate depiction of travel preferences for the destination.
A longitudinal approach highlights seasonal differences between the visitor, their expectations, and actual experiences. Those differences might also be important for the different campaigns placed throughout the year.
VISITOR SPENDING A comprehensive analysis of the visitor spending on accommodation, transportation, restaurant dining, leisure and other activities provides an insight on the financial profile of the visitor (group). Seasonal and annual differences might indicate the personal situation and external (economic) influences.
The analysis of expenditures and spending habits allows the researchers to draw conclusions, about differences between in-state vs. out-of-state, national vs. international, convention/business vs. leisure, family or couple visitors, as well as aligning spending habits by age and gender.
Additionally, economic impact modelling is possible with a clear understanding of visitor spending. Economic impact analysis can focus on niche travel groups, e.g. cultural/heritage, historic destinations, sports (like golf, tennis, youth sport, etc.), or nature travelers as well as overall economic impact of tourism on an area.
OUTLOOK In closing, a visitor profile study can be of value for a destination. It allows precise marketing, a higher return-on-investment-ratio, it can help align stakeholders with a cohesive destination strategy and it’s a vital insight for a potential economic impact analysis of tourism in an area.
