LEISURE TRAVEL STUDYESSEX, FRANKLIN, & HAMILTON COUNTY REGION 2017 COUNTY VISITOR PROFILES & REGIONAL RETURN ON MARKETING INVESTMENT ANALYSIS July 2018 Project Background & Methodology ◻ A survey of 2017 visitors to the region was designed jointly by ROOST and PlaceMaking consultants and sent electronically to measure detailed visitor information and estimated expenditures ◻ Survey and analysis is consistent with methodology used to study Essex County visitors for past 13 years ◻ 5,345 completed surveys were received (a 4.5% response, however comparison with other years indicates validity of data collected) ◻ 311,171 potential visitors were captured by ROOST as direct, traceable leads in 2017 2018 Leisure Travel Study 03 residence 60% 50?1NYS West NYS North Northeast U.S NYS South of Southern US Ontario, Canada Quebec, Canada Midwest US. Western US. Albany (excluding NYS) Albany I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa 2018 Leisure Travel Study of residence FEEDS 60NYS North NYS West Northeast U.S Quebec, Canada NYS South of Southern US Ontario, Canada Midwest US. Western US. Albany (excluding NYS) Albany I Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study ifresi ence 60NYS West Northeast U.S NYS North NYS South of Southern US Ontario, Canada Midwest US. Quebec, Canada Western US. (excluding NYS) Albany Albany I Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Albany-Schenectady-Troy NY New York NY Burlington VT-Plattsburgh NY 10.7% Syracuse NY 9.9% Rochester NY 6.2% Watertown NY 5.5% Utica NY 3.7% Quebec 2.6% Philadelphia PA 2.5% Ontario 2.3% 0.0% 10.0% 2018 Leisure Travel Study 29.3% 16.2% 20.0% 30.0% 40.0% UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa Albany-Schenectady?Troy NY Watertown NY Burlington VT-Plattsburgh NY Syracuse NY New York NY Rochester NY Ontario Utioa NY Philadelphia PA Buffalo NY 0.0% 10.0% 20.0% 30.0% 40.0% UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Albany-Schenectady-Troy NY Syracuse NY Utica NY Rochester NY New York NY Watertown NY Buffalo NY Binghamton NY Burlington VT?Plattsburgh NY Philadelphia PA 1.5% 0.0% 10.0% 20.0% 30.0% 40.0% REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study of residence by DMA FEEDS Albany-Schenectady?Troy NY 36.0% Burlington VT-Plattsburgh NY 16.3% Syracuse NY 10.3% Watertown NY 10.2% Utica NY 9.1% Quebec 4.3% New York NY 4.0% Rochester NY 1.9% Ontario 1.5% Binghamton NY 1.2% 10.0% 20.0% 3000/o 400% REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study tresi ence by DMA New York NY Albany-Schenectady?Troy NY Rochester NY Syracuse NY Buffalo NY Philadelphia PA Ontario Burlington VT-Plattsburgh NY Utica NY Wilkes Barre-Scranton PA 2.2% 0.0% 10.0% 20.0% 30.0% 40.0% REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 96.1 34.29906. 8431? 100% 75% 50% 25% 1-3%1-4%i 3% 0.8%o.7%o.3xi. o.2%0.4%ori 22, 00/0 American Indian or Hispanic Asian/Pacific Black or African Multiple Islander American ethnicity/Other (please specify) White/Caucasian Alaskan Native I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa 2018 Leisure Travel Study 100% 75% 50% 25% 1.7% 0.8% 0.5% 0.40/o 0% White/Caucasian American Indian or Multiple Asian/Pacific Hispanic Black or African Alaskan Native ethnicity/Other Islander American (please specify) 2018 Leisure Travel Study I Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 100% 75% 50% 25% 0% White/Caucasian 2018 Leisure Travel Study 2.3% Multiple ethnicity/Other (please specify) 1.4% 1.3% 0.3% 0.0% Hispanic American Indian or Alaskan Native . Short term renters Asian/Pacific Islander Black or African American REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa Five year average age* All Essex County travelers * 2015 Survey was not conducted 2018 Leisure Travel Study ra age Average visitor age I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study ea eage Average visitor age I Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Average visitor age I Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study ??roae income $125000 $100,000 $103,516 $82717 $75000 $50000 $25000 $0 Income I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study W36 income $125000 $100000 $75000 $50000 $25000 $0 Income I Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study $125000 $100,000 $107,110 $75000 $50000 $25,000 30 Income I Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa 2018 Leisure Travel Study Five year party size and length of stay* All Essex County travelers * 2015 Survey was not conducted 2018 Leisure Travel Study s'ze/ length stay Party size Length of stay I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 2018 Leisure Travel Study Party size 0.0 I Day trippers Length of stay REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa Party size Length of stay I Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa 2018 Leisure Travel Study Five year party composition* All Essex County travelers * 2015 Survey was not conducted 2018 Leisure Travel Study Adults Children I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 2018 Leisure Travel Study Adults I Day trippers Children REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa Adults Children I Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study eo eoir visited 100% I January - February I March - April I May - June 75% I July - August I September- October I November - December 50% 25% 0% Essex County Franklin County Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study .or year visi?red FMS ?m 100% I January - February I March - April I May - June 75% I July - August I September- October I November December 50% 25% 0% Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 100% 75% 50% 25% 0% 2018 Leisure Travel Study January - February March - April May - June July - August September - October November - December Short term renters REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 0 *?Ol?i Ol ll mOdaTiOnS Cl . 5:45 dgin Hotel/moteI/resort Campground (RV Family/friends Second home Private rental Bed and breakfast camper, tent, cabin, (Airbnb, etc.) AdkByOwner, etc.) I Essex County I Franklin County I Hamilton County UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study .m (Dd-m. 11- ?qb H17 dlgh- OH if a? Bed and breakfast 20? Second home 12.0 Private rental (Airbnb, Ad kByOwner, 10.0 Hotel/moteI/reson Family/friends 14.0? Campground (RV camper, tent, cabin, 16.0? 2018 Leisure Travel Study 460 REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa dig?. ?01? a? Bed and breakfast Private rental (Airbnb, AdkByOwner, Hotel/moteI/resort 30.032, Second home 100",- Family/friends 23?0?? Campground (RV camper, tent, cabin, 26.0 REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study digln- oi 1- 1'5 Bed and breakfast 1 .7 Second home 128 Campground (RV camper, tent, cabin, 28.5" Private rental (Airbnb, AdkByOwner, i4 8 it Family/friends 14.4' Hotel/moteI/resort 27.7 i UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Four year key attractions* All Essex County travelers * 2015 Survey was not conducted 2018 Leisure Travel Study dint actions 100% 75% 64%. 59959% 5592. 52% 48% 50 41% 32?/o 33"? 28% 29% 21% 20?: 0/0 .. 25 18% 16921.8co 130/ 17/0 0, 0 t2 10% 1269?] 4% 2% 3 0% Outdoor Relaxing Sightseeing Visiting Events Olympic sites Heritage Arts Sports Meetings activity Friends entertainment I Essex County I Franklin County I Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Outdoor Sightseeing Relaxing Visting Olympic sites Events Heritage Arts Sports Meetings activity Friends entertainment I Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 100% 75% 50% 25% 0% Outdoor Relaxing Sightseeing Visting Olympic sites Events Heritage Arts Sports Meetings activity Friends entertainment I Short term renters UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Outdoor spring/summer activities* All travelers *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Outdoor spring/summer activities* Day trippers *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Outdoor spring/summer activities* Short term renters *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Outdoor fall/winter activities* All travelers *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Outdoor fall/winter activities* Day trippers *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Outdoor fall/winter activities* Short term renters *Share of respondents that answered they traveled to the Adirondacks for outdoor activity 2018 Leisure Travel Study Hiking breakdown* All travelers *Share of respondents that answered they traveled to the Adirondacks for the outdoor activity of hiking 2018 Leisure Travel Study Hiking breakdown* Day trippers *Share of respondents that answered they traveled to the Adirondacks for the outdoor activity of hiking 2018 Leisure Travel Study Hiking breakdown* Short term renters *Share of respondents that answered they traveled to the Adirondacks for the outdoor activity of hiking 2018 Leisure Travel Study Conversion rate from viewing ROOST marketing All trovelers 0% 1% 1% 2% 4% 4% 100% Helped me decide not to visit the region Was not helpful 75% Helped me decide to take a trip I had not previously planned Might inspire a trip some other time Reinforced my existing plans to visit the Adirondacks 50% 25% 0% Essex County Franklin County Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Conversion rate from viewing ROOST marketing Doy irippers 1% 2% 100% I Helped me decide not to visit the region I Was not helpful 75% I Helped me decide to take a trip I had not previously planned I Might inspire a trip some other time 50% I Reinforced my existing plans to visit the Adirondacks 25% 0% Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Conversion rate from viewing ROOST marketing Short term renters 100% 75% 50% 25% 0% 2018 Leisure Travel Study 1% 2% Short term renters Helped me decide not to visit the region Was not helpful Helped me decide to take a trip I had not previously planned Might inspire a trip some other time Reinforced my existing plans to visit the Adirondacks REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa cal endiilrure allocation by category 100% I Allother I Attractions&events I Entertainment 75% I Souvenirs/shopping I Transportation I Meals 500/o I Lodging 25% 0% Essex County Franklin County Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study xpendiirure allocation by category FEEDS -B??he 100% I Ailother I Attractions&events I Entertainment 75% I Souvenirs/shopping I Transportation I Meals 50% I Lodging 25% 0% Day trippers REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study 100% 75% 50% 25% 0% 2018 Leisure Travel Study All other Attractions events Entertainment Souvenirs/shopping Transportation Meals Lodging Short term renters UR REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa thod of 1-00 ?in- lodging reservation 100% I Airbnb I VRBO (Vacation Rental by Owner) I ADK by Owner 75% . . . . I Destination webSIte (LakePIaCId. com, SaranacLake.com, AdironacksUSA.com, etc.) 50% I Expedia, Priceline, Hotel.com, etc. I Hotel online reservation system I Phone reservation 25% I Other 0% Essex County Franklin County Hamilton County REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study Five year party expenditures* All Essex County travelers * 2015 Survey was not conducted 2018 Leisure Travel Study an a?ly expenditures - Essex County Franklin County Hamilton County Lodging $447.00 $303.00 $323.00 Meals $198.00 $191.00 $197.00 Souvenirs/shopping $95.00 $94.00 $80.00 Transportation $69.00 $1 17.00 $81 .00 Entertainment $59.00 $84.00 $63.00 Attractions 8 events $57.00 $72.00 $46.00 All other $23.00 $56.00 $65.00 Average daily expenditure $340.00 $271.00 $289.00 Average total expenditure $948.00 $922.00 $855.00 REGIONAL OFFICE of SUSTAINABLE TOURISM adirondacks, usa 2018 Leisure Travel Study only expenditures - Day trippers Lodging $0.00 Meals $82.00 Souvenirs/shopping $55.00 Transportation $38.00 Entertainment $16.00 Attractions 8. events $38.00 All other $4.00 Average daiiy expenditure $233.00 Average total expenditure $233.00 UR REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa 2018 Leisure Travel Study Lodging Meals Souvenirs/shopping Transportation Entertainment Attractions 8. events All other Average daily expenditure Average total expenditure 2018 Leisure Travel Study Short term renters $1 ,1 18.00 $383.00 $1 59.00 $109.00 $108.00 $79.00 $83.00 $463.00 $2,039.00 REGIONAL OFFICE of SUSTAINABLE TOURISM adironclacks, usa Mean party expenditures By type of lodging *Traditional lodging includes: hotels, motels, resorts, and bed and breakfasts 2018 Leisure Travel Study Visitor Profile All Essex County travelers ◻ Average visitor age 53 years old ◻ Average visitor party size 3.9 persons, with 2.9 adults and 1 child ◻ Visitation by NYS residents continued to increase, comprising 78% of 2017 visitors, with a decrease in reporting Canadian visitors ◻ Average visit length in 2017 was 2.8 nights, continuing a trend toward shorter reported stays ◻ 226,908 potential travelers contacted ROOST for information in 2017 2018 Leisure Travel Study Visitor Profile All Essex County travelers ◻ Peak summer month and early fall visitation continues to dominate, however a growth in spring and early summer visitation (between March and June) was reported in 2017 ◻ Hotels/motels, camping and staying with family and friends were the most common lodging choices ◻ Visitors (82%) most commonly reported outdoor activities as a draw to visit the area, followed by relaxing, dining and shopping (59%) and sightseeing (48%) 2018 Leisure Travel Study Visitor Profile All Essex County travelers ◻ 87% of visitors who came to experience outdoor activities reported interest in hiking; day hikes, leisure hikes and family hikes were the most popular varieties ◻ Average daily reported spending by 2017 visitors was $340, and total trip expenditures $948. This is lower than 2016 reported levels, with most categories showing reported spending declines, but most notably within shopping and “other” spending categories ◻ Shorter visits, as well as potentially visitors coming from closer destinations and during the off-seasons, may be driving lower visitor expenditures 2018 Leisure Travel Study REGIONAL OFFICE of SUSTAINABLE TOUIU SM adiror?idacks, usa. .7 2018 Leisure Travel Study /3 Visitor Profile All Franklin County travelers ◻ Average visitor age 54 years old ◻ Average visitor party size 4 persons, with 3 adults and 1 child ◻ NYS residents comprised 83% of 2017 visitors, with 11% coming from other northeastern states ◻ Average visit length in 2017 was 3.4 nights 2018 Leisure Travel Study Visitor Profile All Franklin County travelers ◻ Peak summer month and early fall visitation dominate 2017 visitation at 63% of reported visits, however 25% of reported visits occur in spring and early summer visitation (between March and June) ◻ Camping, hotels/motels and staying with family and friends were the most common lodging choices ◻ Visitors (79%) most commonly reported outdoor activities as a draw to visit the area, followed by relaxing, dining and shopping (59%) and sightseeing (52%) 2018 Leisure Travel Study Visitor Profile All Franklin County travelers ◻ More visitors reported in 2017 coming from farther destinations, including 15% from northeastern states other than NY and 6% from southern states ◻ Average daily reported spending by 2017 visitors was $271, and total trip expenditures $922. This showed a slight increase over measured 2016 levels, with all areas of reported spending growing except shopping and “other” ◻ A 5% decrease in day trip visitors and longer average stay was reported among the sample from 2017 in comparison to 2016, likely positively impacting expenditures 2018 Leisure Travel Study REGIONEFOFEICE of SUSTAINABLE TOUIU SM gdirondacks$3.3 73:51, -, 2018 Leisure Travel Study viVisitor Profile All Hamilton County travelers ◻ Average visitor age 56 years old ◻ Average visitor party size 4.1 persons, with 3.2 adults and 0.9 child ◻ NYS residents comprised 83% of 2017 visitors, with 11% coming from other northeastern states ◻ Average visit length in 2017 was 3 nights 2018 Leisure Travel Study Visitor Profile All Hamilton County travelers ◻ Peak summer month and early fall visitation dominate 2017 visitation at 64% of reported visits, however 27% of reported visits occur in spring and early summer visitation (between March and June) ◻ Camping, hotels/motels and private home rentals were the most common lodging choices ◻ Visitors (80%) most commonly reported outdoor activities as a draw to visit the area, followed by relaxing, dining and shopping (64%) and sightseeing (55%) 2018 Leisure Travel Study Visitor Profile All Hamilton County travelers ◻ A notably high 88% of visitors who came to experience outdoor activities reported interest in hiking; leisure hikes, day hikes and family hikes were the most popular varieties. ◻ Average daily reported spending by 2017 visitors was $289, and total trip expenditures $855. This showed a decrease over measured 2016 levels, with all areas of reported spending declining except meals. ◻ Higher proportions of “off season” travelers, and a growth in those reporting staying with family and friends may have negatively impacted spending profiles. 2018 Leisure Travel Study Regional ROI Study Return on Marketing Investment Analysis for Essex, Franklin and Hamilton County Region 2018 Leisure Travel Study Regional Visitor Impacts ◻ Strong occupancies, record high lead generation and overall higher off-season visitation were strong points noted among the survey of 2017 visitors. ◻ Challenges noted from 2017 included shorter visits and generally lower expenditure levels. A sub-study of private home renters indicated longer average stays, higher median income levels and substantially higher expenditures. This notes an area of positive trending that bears further study. ◻ Average daily visitor spending in 2017 was estimated at $326 per day or a total of $977 per trip. 2018 Leisure Travel Study Regional Visitor Impacts ◻ 79% of respondents were positively influenced by ROOST marketing materials in their decision to travel to the region ◻ An estimated 968,000 visitors were positively influenced by ROOST in visiting the region in 2017, using this average 79% conversion, an average party size of 3.4 persons and over 311,000 direct traceable inquiries 2018 Leisure Travel Study Return on Investment (ROI) ◻ Using the number of traceable leads, the average conversion rate, the average party size and length of visitor stay, the total estimated revenue generated by regional visitors influenced by ROOST in 2017 is over $240 million ◻ The ratio for this estimated visitor spending, considering ROOST marketing expenditures in 2017, yields a Return on Investment of 62:1 ◻ For every dollar that ROOST spent marketing the region in 2017, an estimated $62 in visitor expenditures was generated 2018 Leisure Travel Study LEISURE TRAVEL STUDYESSEX, FRANKLIN & HAMILTON COUNTY REGION 2017 COUNTY VISITOR PROFILES & REGIONAL RETURN ON MARKETING INVESTMENT ANALYSIS July 2018 2017 REGIONAL LEISURE TRAVELER DATA AND MARKETING-RETURN ON INVESTMENT ANALYSIS: ESSEX, FRANKLIN AND HAMILTON COUNTIES, ADIRONDACKS NY Prepared by: PlaceMaking Growing North Country Communities and Economies April 2018 April 2017 BACKGROUND The Regional Office of Sustainable Tourism (ROOST) is responsible for marketing tourism assets for the Essex, Franklin and Hamilton County region of New York State. The agency commissioned a study to determine leisure traveler information at the county levels and to gauge key regional marketing program statistics. ROOST contracted with PlaceMaking, a regional community and economic development research firm, to complete this research. Regional traveler data and a summary marketing/return on investment (ROI) analysis are provided in this briefing. This research measures the leisure travel market and does not intend to reflect impacts produced by the meeting/convention market segments. This summary depicts the regional impacts of leisure marketing expenditures and estimated return on these investments. METHODOLOGY In early 2018, using a jointly-created survey tool with the consultant, ROOST sent an invitation to a representative sample of its travelers to Essex, Franklin and Hamilton Counties. The end-product of the research includes detailed traveler information and estimated traveler expenditures and associated analysis. The number of potential travelers who inquired about travel to the region in 2017 and provided contact information (traceable leads) was 311,171. Traceable leads do not include the potentially much larger audience that could also be influenced by promotional material for the region suggesting that the traceable leads represent a conservative number to base both the return on marketing dollars and ROI calculations. A sampling of these travelers was requested via social media and e-mail to complete an online survey. A total 4.1% response rate was received, lower than the targeted figure. PlaceMaking has conducted this research for Essex County tourism assets for numerous years and one other year yielded a similar low response rate. While caution with results was similarly provided that year, with the researchers recommending a several-year trending review in subsequent years, that later validated this smaller pool. Given this experience and the overall similar demographic and traveler trends, the researchers feel confident in regional traveler data and marketing/ROI analysis at the regional level. 1 Page SUMMARY TRAVELER DATA Highlights of 2017 visitation to the region included: Demographics and Visit Information • Average traveler party age of respondents was 53 years old and the mean annual reported household income of travelers was $93,511. • The average reported total traveler party size was 3.94 persons, including an average of 3 adults and 0.94 child. The average stay reported by 2017 travelers was 3 nights. • Peak summer months (July/August at 36%) and early fall (September/October at 21%) dominate with more than half of reported annual visits. May/June is a strong season for visitation regionally, with 20% of reported visits. March-April adds 7% of travelers during the spring season. Winter season is the lowest activity period regionally with 17% of visits reported between November and February. • Hotels/motels are the most popular lodging choice among 2017 traveler respondents (43%), followed by camping options (19%) and staying with family and friends (15%). Twelve percent of respondents stayed in private rented homes and ten percent stayed in second homes. Interests • Outdoor activities were the largest draw to the area with 81% of respondents selecting this area. Relaxing, dining and shopping was the second most frequently reported draw to visit the region (62%), followed by sightseeing (52%). Visiting friends (34%), events (24%) and Olympic sites (23%) were the next most commonly selected attractions. • Hiking remained the most popular reported outdoor activity among all survey respondents, with 81% of respondents who reported seeking outdoor activities indicating interest in this activity. The following outdoor activity interests were also selected as most popular activities of interest given by at least 20% or more of respondents (in descending order): canoeing/kayaking, sightseeing, fishing, boating, and skiing/riding. 2 Page • A more detailed question regarding hiking preferences was added to this year’s survey. More than half of hikers expressed interest in leisure hikes and day hikes. Family hikes were of interest to nearly half of hikers and 46er hikes were of interest to nearly a third of hiking respondents. Traveler Spending and Conversion • The average daily traveler party spending in 2017 is estimated at $326 per day, or a total of $977 per trip. • Conversion measurement, the percent of travelers who stated that the information or marketing viewed either reinforced potential plans to visit or helped them decide to take an unplanned trip, was 79%. • More than 300,000 (311,171) potential travelers inquired about visiting the region in 2017 through ROOST’s various outlets and left contact information which provided unique identity. It excludes those who received information and did not leave contact information. ESTIMATED TRAVELERS The 2017 estimated traveler count is tabulated by multiplying the number of traceable leads generated by ROOST (those who contacted their office during 2017 for information through all sources) by the conversion factor and by the average party size (determined by the survey). 311,171 (direct leads) X 79% (gross conversion factor) x 3.94 (average party size) Estimated travelers in 2017 = 968,550 The number of travelers who were influenced by ROOST in visiting the region in 2017 is estimated at over 968,000. Again, it is the opinion of the researchers that the traceable leads are a conservative number on which to predicate these calculations. 3 Page RETURN ON INVESTMENT Return on investment (ROI) is measured by estimated expenditures generated by travelers and divided by the total marketing dollars spent by ROOST. The first step in this process is to estimate total revenue generated by leisure travelers to the region, who were influenced by ROOST marketing materials, by multiplying the number of traceable inquiries by the average gross conversion rate, daily traveler expenditures and length of stay: 311,171 (number of direct, traceable inquiries) x 79% (gross conversion factor) x $326 (mean traveler party expenditure per day) x 3 (mean length of stay in nights) = $240,416,938 (total estimated revenue generated by travelers influenced by ROOST in 2017) The second step in this process is to divide the total revenue generated by travelers by the marketing dollars spent, in the first case, by the total ROOST marketing budget: $240,416,938 (total estimated traveler revenue) / $3,889,219 (total ROOST marketing expenditures) Return on Investment (ROI) = 62:1 The above calculations show that the total estimated revenue generated by travelers touched by ROOST was over $240 million in 2017. This produces a conservativelyestimated ROI of $62 in leisure traveler-related revenue for every marketing dollar expenditure. CONCLUSIONS The above analysis, including estimated marketing costs per traveler and ROI of marketing dollars invested on behalf of Essex, Franklin and Hamilton Counties, indicates success in efficiently reaching travelers to the region. The expenditures generated by the travelers impacted by ROOST marketing efforts far exceed the marketing inputs and demonstrate the success of tourism marketing across the region. Estimated regional visitation in 2017 was 968,550 and estimated expenditures by these travelers is over $240 million. Based on ROOST’s 2017 marketing budget, this 4 Page results in an estimated return on investment of $62 for every marketing dollar expended. Some of the challenges noted across the region from 2017 visitation included lower expenditures and shorter stays. This appears to be a trend in other areas and also a result of travelers traveling, on average, from nearer destinations or for specific events that may afford less free time, Travel in the off-season has also grown. All of these characteristics may negatively impact spending models. A number of positive attributes, such as strong occupancies across the region, strong lead generation (particularly high in 2017) and high overall visitation throughout the year remain. These data bear further study and analysis in subsequent years to determine and measure trending and for further consideration of regional visitation impacts and marketing strategies to adjust. The conservative methodology employed, particularly at this regional level, provides confidence in the results. The study at a regional level provides a benchmark in measuring ROI on marketing investments for the three-county region. It may also be used to enhance and evaluate future marketing efforts, techniques, and marketing channels for 2018 travelers and beyond. 5 Page SUMMARY TABLE OF KEY REGIONAL ROI DATA 2017 Number of Completed Survey Respondents Direct, Traceable Inquiries to the Bureau Average Night Stays/ Party 5,345 311,171 3.0 Nights 3 adults, 0.94 child Average Party Size Conversion Factor Rate Average Daily Expenditure per Party Total Leisure Traveler Expenditures ROOST Total Marketing Budget Marketing Budget ROI 3.94 Persons 79% $326 $240,416,938 $3,889,219 62:1