2014 Summer Intercept End of Season Report September 2014 MOUNTAIN | HOSPITALITY | TRANSPORTATION | MEDIA | REAL ESTATE | RETAIL
Introduction Objectives Understand who is in the Town of Vail from June to August. Gauge guest satisfaction with the overall Town of Vail experience. Discover summer trip dynamics to better understand visitor behavior. Methodology 1,168 intercept surveys were conducted this summer (May 30 to September 7, 2014). 363 In-State (non-local) Guests | 805 Out-of State Guests 101 Locals were excluded from the survey. Previous years’ data was adjusted to match . Conducted every Friday, Saturday and Sunday, in addition to one rotating weekday. Surveying in Vail Village and Lionshead Village. Despite changes to the survey, survey length remained near 5 minutes, on average. Analytics Analytics focus on 3 primary looks: 2014 Summer Overall | 2014 In-State vs. Out-of-State | 2014 Summer Overall vs. 2013 & 2012 Summer overall. Additional analytics were explored, and are noted where they lend additional insights. Detailed tables can be found in the appendix. Indicates statistically significant differences at a 95% confidence level. 2
Key Takeaways Fluctuations in geographic guest mix continue this summer. 2014 saw 35% in-state visitation, 55% out-of-state, and 10% international visitation. The majority of guests plan their visit more than a week out. However, 45% of in-state guests and 10% of out-of-state guests decided to visit within that week. 75% of guests are extremely likely to recommend summer in Vail to family /friends. NPS has been on a downward trend due to increases in Passives (not Detractors). Beauty, weather, and activities drive recommendation and satisfaction. 80% of guests feel that Vail is a very good value, with no geographic differences. 99% of in-state guests and 50% of out-of-state guests have been to Vail in previous summers. For the out-of-state market, 40% have never visited in winter. Over 50% intend to return by next summer This is buoyed by the in-state market. Percentages highlighted here are rounded, with actual percentages within a few percentage points. 3
Our Summer Guest MOUNTAIN | HOSPITALITY | TRANSPORTATION | MEDIA | REAL ESTATE | RETAIL 4
Market Segment Locals were terminated after this question. Additional data insights Each summer, Vail experiences fluctuation in exclude this group market segment visitation. Local In-State Day In-State Overnight Out-of-State International Summer 2014 8% 10% 19% 55% 9% Summer 2013 30% 6% 19% 43% 2% Summer 2012 17% 5% 19% 56% 3% What is the zip code of your primary residence? 5
Individual Characteristics While there was no change in generational belonging, 2014 saw differences in gender. Millenials Gen X Boomers Builders Male Female (18-34) (35-49) (50-68) (69-100) Summer 2014 68% 32% 18% 36% 38% 9% Summer 2013 53% 46% 17% 36% 38% 10% In what year were you born? | Gender observation. 6
Group Characteristics 2014 saw an increase, year over year, in group size. 1-2 people 3-4 people 5+ people No kids 1 kid 2 or more kids Summer 2014 41% 30% 30% 61% 11% 27% Summer 2013 52% 31% 25% 65% 12% 23% Including yourself, how many people are in your group? | How many kids are in your group? 7
Previous Summer Visit to Vail Half of 2014 summer guests were here last summer or earlier this summer. 1% 7% 5% First visit/First visit in 5 years 36% 52% More than two summers ago 52% 5% 9% Two summers ago 5% 10% 37% Last summer 37% 31% Earlier this summer 13% 3% Summer 2014 2014 2014 In-State Out-of-State When was your last summer visit? 8
Summer & Winter Visits to Resort by Out-of-State Guests 58% of Out-of-State Guests have only visited in summer (in the past 5 years) . 13% 16% 5 summers 5 winters 3% 5% 5% 10% 4 winters 12% 4 summers 10% 15% 3 winters 3 summers 2 winters 2 summers 58% 52% 1 winter 1 summer Summer only 2014 2014 Out-of-State Out-of-State How many summers have you visited Vail in the past 5 years – including this one? | How many winters have you visited Vail in the past 5 years? 9
Satisfaction with the Vail Experience MOUNTAIN | HOSPITALITY | TRANSPORTATION | MEDIA | REAL ESTATE | RETAIL 10
Net Promoter Score Net Promoter Score for the Town of Vail has trended downward over the past three summers. NPS 81 78 75 75 75 Promoters 76% 76% 77% 81% 83% Passive Supporters 23% 24% 21% 16% 15% Detractors 3% 2% 2% 1% 1% Summer Summer Summer 2014 2014 2012 2013 2014 In-state Out-of-state On a scale of 0 to 10, where 0 is not at all likely & 10 is extremely likely, how likely would you be to recommend Vail to your friends and family as a summer destination? 11
Overall Satisfaction A strong majority of guests, regardless of market segment, are extremely satisfied with the Vail experience. Mean 9.3 9.4 9.3 Extremely satisfied 9 or 10 Scale change in 2014. Not comparable. Scale change in 2014. Not comparable. 7 or 8 78% 77% 80% 5 or 6 Not satisfied at all 21% 22% 19% 0 to 4 Summer Summer Summer 2014 2014 2012 2013 2014 In-state Out-of-state How satisfied are you with your overall experience in Vail? Use the 0 to 10 scale, where 0 is not at all satisfied & 10 is extremely satisfied. 12
Timing of Next Summer Visit Over half of the In-State market plans to visit Vail multiple times this summer. 6% Later this summer 22% 36% 57% Next summer 35% 12% Two or three summers 9% Longer / Not sure 32% 43% 32% Never 10% 2% 2% 2014 2014 In-state 2014 Out-of-state In all likelihood, when will be your next summer visit to Vail? 13
Reasoning Behind the Ratings (unaided) Guest Verbatims Double-click to view Word clouds are a graphical representation of guest comments. Larger words were mentioned more often. What one or two items had the greatest impact on your responses to these questions (Likelihood to Recommend, Likelihood to Return, & Satisfaction)? 14
“Vail is a very good value for the money” 80% of summer guests feel that Vail is a very good value for the money. 10% 15% 17% Strongly Agree Agree 66% 65% 64% No opinion 7% 10% 11% Disagree/Strongly disagree 16% 11% 9% 2014 2014 In-state 2014 Out-of-state To what extent do you agree with the following statement: Vail is a very good value for the money. 15
Understanding Passives Passives tend to see less value in the Vail experience, have less experience in Vail, and make less money, as compared to Promoters. Passives Promoters 8.3 9.6 Mean Overall Satisfaction 61% agree 86% agree Vail is a Very Good Value 72% 45% Summer First Timers 74% 53% Summer Only (no winter) 59% 42% HHI under $150K 73% male | 27% female 66% male | 34% female Male | Female Market Segment Event Participation No differences Spontaneity of visit Accommodations 16
The Guests’ Visit MOUNTAIN | HOSPITALITY | TRANSPORTATION | MEDIA | REAL ESTATE | RETAIL 17
Understanding the Vail Trip – Time Spent The Out-of-State guest is staying longer, and visiting other places on their summer trip. Percent Visiting Other Towns/Attractions Days in Vail Nights away from home on This Trip Summer 2014 4.0 6.0 52% 2.0 28% 2014 In-State 2.0 63% 2014 Out-of-State 5.0 8.0 Looking at your whole trip, how many nights are you away from home? | Where else have you been or are going on this trip? | How many days will you spend in Vail? 18
Understanding the Vail Trip – Spontaneity Just over half of In-State guests decide to visit Vail that week. More than a week ago 46% 76% Within the last week 88% Yesterday/Day before 35% 15% Today 14% 6% 6% 3% 5% 3% 3% Summer 2014 2014 2014 All Guests In-State Out-of-State Did you decide to visit Vail….? 19
Reason for Visit (unaided) Guest Verbatims Double-click to view Word clouds are a graphical representation of guest comments. Larger words were mentioned more often. What brought you to Vail? 20
What Brought You to Vail (unaided) Events, family, and natural beauty top the list of reasons to visit Vail. Summer 2014 On vacation 28% Activities / Hiking / Biking / Etc. 15% Attending an event 12% Visiting friends/family 12% Natural beauty of surroundings 10% Attending a family event / Wedding 9% Own a timeshare/second home 9% Just passing through 8% Previous experience / Tradition 6% Work/Conference 5% What brought you to Vail? 21
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