2018 Traveler Profile - res.cloudinary.com · 2018 Traveler Profile . Visitors who stay in Paid...
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VisitLoudoun.org
2018 Traveler Profile Denise Miller
Strategic Marketing & Research Insights
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2018 Traveler Profile
Research Objectives
2
Visitors
Wine Visitors
Why do they come?
How do we get more?
Who are they?
What do they do here?
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2018 Traveler Profile
Visitor Demographics
3
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2018 Traveler Profile
Visitors who stay in Paid Lodging
4
Leisure Business
Wedding/event
Sports
#
3.1 people in travel party
Stay 2.4 nights in Loudoun County
2.5 visits to Loudoun County in past few years
Half choose Loudoun County a month before visiting
On average: Why do they visit?
How do they get here?
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2018 Traveler Profile
Visitors who stay in Paid Lodging
5
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
When do they visit?
How much do they spend in Loudoun County? Lodging $327 Meals/food/groceries $176 Shopping $148 Wineries, vineyards + tours/products $87 Transportation within Loudoun County $55 Arts & culture $34 Breweries + related tours/products $30 Other $29 Total $885
What do they do in Loudoun County?
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2018 Traveler Profile
Visitors who stay with Friends/Family
6
Leisure Business
Wedding/event
Sports
#
2.8 people in travel party
Stay 2.7 nights in Loudoun County
4.7 visits to Loudoun County in past few years
Half choose Loudoun County within 2 weeks of visiting
On average: Why do they visit?
How do they get here?
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2018 Traveler Profile
Visitors who stay with Friends/Family
7
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
When do they visit?
How much do they spend in Loudoun County? Meals/food/groceries $102 Shopping $83 Transportation within Loudoun County $36 Wineries, vineyards + tours/products $32 Arts & culture $10 Breweries + related tours/products $8 Other $15 Total $288
What do they do in Loudoun County?
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2018 Traveler Profile
Day Trip Visitors
8
Leisure Business
Wedding/event
Sports # 2.7 people in travel party
6.8 visits to Loudoun County in past few years
Over half choose Loudoun County within a week of visiting
On average: Why do they visit?
How do they get here?
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2018 Traveler Profile
Day Trip Visitors
9
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
When do they visit?
How much do they spend in Loudoun County? Shopping $60 Meals/food/groceries $45 Transportation within Loudoun County $21 Wineries, vineyards + tours/products $20 Breweries + related tours/products $4 Arts & culture $4 Other $8 Total $163
What do they do in Loudoun County?
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VisitLoudoun.org
Wine Travelers
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2018 Traveler Profile
Who or what influences which wineries/vineyards you choose?
11
Includes social media
47%
42%
49%
48%
62%
61%
66%
84%
83%
44%
47%
53%
56%
62%
64%
66%
77%
88%
Advertisements
Wine publications
Waiters/restaurants
Website/wine blog
Wine trail tours
Awards or ratings
Recommendations from othervineyards/wineries
Recommendations fromfriends/family
Wine tastings
LoudounCounty visitors
Potentialvisitors
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2018 Traveler Profile
Wine Visitors
12
How much do wine visitors spend in Loudoun County?
Lodging $188
Meals/food/groceries $130
Wineries, vineyards + tours/products $88
Breweries + related tours/products $25
Arts & culture $20
Shopping $121
Transportation within Loudoun County $47
Other $26
Total $646
Nearly half stay in paid lodging
Wine visitors are more likely to stay in high-end hotels and B&B’s
$638 $799
$433
18-34 35-54 55+
Trip spending by age group
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2018 Traveler Profile
What do you consider the best U.S. wine regions?
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VisitLoudoun.org
Potential Visitors
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2018 Traveler Profile
Potential visitors are not familiar with Loudoun County
Lack of information could be a chief reason for non
visitation
15
Not at all familiar
Not very familiar
Somewhat familiar
Very familiar
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2018 Traveler Profile
Where to advertise to reach Potential Visitors
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Philadelphia Pittsburgh
Washington, DC
Baltimore
Harrisburg
Richmond
Scranton
Johnstown
Salisbury Harrisonburg
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VisitLoudoun.org
Insights & Recommendations
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2018 Traveler Profile
Activities to Promote…
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Locally owned restaurants
Chain restaurants Parks
Outdoor recreation Farmers’ markets
Wineries/vineyards Festivals/events
Shopping Historical attractions Country/scenic drives
Sightseeing Rest and relaxation
Local art Nightlife/entertainment
Cideries/distilleries Wine pass
Golf W&OD Trail Farms/Ag Museums
Breweries or beer trail Arts and culture Sporting events
Equestrian activities Weddings
Large
High Low
Small
Motivation
Audi
ence
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2018 Traveler Profile
Activities to Promote in Paid Media
19
La
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2018 Traveler Profile
Activities to Promote through Partner Niche Marketing
20
Audi
ence
Sm
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2018 Traveler Profile
Activities to Promote through In-Destination Marketing
21
ge
Motivation
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2018 Traveler Profile
Activities to Promote through In-Destination Niche Promotion
22
all
Motivation
Audi
ence
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2018 Traveler Profile
Insights & Recommendations
Identify ways to increase overnight visitation
Wine is a key element of the county’s leisure experience and should be a main focus of marketing.
Incentivize people to recommend Loudoun County – reward locals who bring in visitors to the wineries
#loveloudoun
Events are a niche that works and brings in visitors
Philadelphia and Pittsburgh are promising markets for expanded advertising
23
Word of mouth is critical