LAS VEGAS VISITOR PROFILE

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					                            LAS VEGAS VISITOR PROFILE
Research that works.

116 New Montgomery Street
Suite 812
San Francisco, CA 94105
                                  Calendar Year 2010
Telephone: (415) 974-6620
Facsimile: (415) 947-0260
www.glsresearch.com              Airline Visitor Version
San Francisco
Las Vegas




                                      Prepared for:

                               Las Vegas Convention And
                                   Visitors Authority

                                          By:

                                     GLS Research
                         ACKNOWLEDGMENTS
The Las Vegas Convention and Visitors Authority and GLS Research extend
thanks to the Las Vegas community for their cooperation on this research project.
Special appreciation is noted for cooperation and assistance received from the
hotel, motel, and casino industry. Appreciation is also extended to the
interviewers and Las Vegas visitors, without whose dedicated cooperation this
study could not have been completed.


                         VISITOR PROFILE STUDY
             LAS VEGAS CONVENTION AND VISITORS AUTHORITY
                              SENIOR EXECUTIVE STAFF
                                   JANUARY 2011
                      President/CEO — Rossi T. Ralenkotter
                   Senior Vice President of Operations — Terry Jicinsky
                     Senior Vice President of Marketing — Cathy Tull



                             MARKETING RESEARCH STAFF
                      Senior Director of Marketing — Kevin M. Bagger
                             Research Analyst — Gina Zozaya


                   LAS VEGAS CONVENTION AND VISITORS AUTHORITY
                               BOARD OF DIRECTORS
                                  JANUARY 2011
                            MAYOR OSCAR GOODMAN — Chair
                         COMMISSIONER TOM COLLINS — Vice-Chair
                            MR. SCOTT M. NIELSON — Secretary
                       COMMISSIONER LAWRENCE WEEKLY — Treasurer

      MR. CHARLES BOWLING                            MAYOR PRO TEM GARY REESE
      MAYOR SUSAN HOLECHECK                          MAYOR PRO TEM WILLIAM ROBINSON
      MR. TOM JENKIN                                 MR. KEITH SMITH
      MAYOR PRO TEM STEVEN D. KIRK                   COUNCILMAN CAM WALKER




                                    3150 Paradise Road
                                 Las Vegas, NV 89109-9096
                                       (702) 892-0711
                                     VisitLasVegas.com
                                         LVCVA.com
                                     VisitLaughlin.com
                                     VisitMesquite.com




                                          – ii –
                                  TABLE OF CONTENTS
                                                                                                            Page
EXECUTIVE SUMMARY ...................................................................................... 1
INTRODUCTION ................................................................................................ 15
METHODOLOGY ............................................................................................... 16
SUMMARY OF FINDINGS
  Reasons For Visiting ..................................................................................... 18
  Travel Planning ............................................................................................. 29
  Trip Characteristics And Expenditures .......................................................... 46
  Gaming Behavior And Budgets ..................................................................... 65
  Entertainment................................................................................................ 74
  Attitudinal Information ................................................................................... 82
  Visitor Demographics .................................................................................... 86




                                                 − iii −
                                 TABLE OF FIGURES
                                                                                                    Page
REASONS FOR VISITING
  FIGURE 1: First Visit Vs. Repeat Visit ........................................................18
  FIGURE 2: Frequency Of Visits In Past Five Years ....................................19
  FIGURE 3: Frequency Of Visits In Past Five Years (Repeat Visitors) ........20
  FIGURE 4: Frequency Of Visits In Past Year .............................................21
  FIGURE 5: Frequency Of Visits In Past Year (Repeat Visitors)..................22
  FIGURE 6: Primary Purpose Of Current Visit .............................................23
  FIGURE 7: Primary Purpose Of Current Visit (Repeat Visitors)..................24
  FIGURE 8: Primary Purpose Of Current Visit (First-Time-Visitors) .............25
  FIGURE 9: Conventions/Trade Shows/Corporate Meetings .......................26
  FIGURE 10: Interest In Attending Conventions, Trade Shows, Or
             Corporate Meetings In Las Vegas ............................................27
  FIGURE 11: Whether Brought Someone Else Who Did Not Attend
             Conventions, Trade Shows, Or Corporate Meetings In
             Las Vegas ................................................................................28
TRAVEL PLANNING
  FIGURE 12: Advance Travel Planning..........................................................29
  FIGURE 13: Local Transportation.................................................................30
  FIGURE 14: When Decided Where To Stay .................................................31
  FIGURE 15: When Decided Where To Gamble............................................32
  FIGURE 16: When Decided Which Shows To See.......................................33
  FIGURE 17: Travel Agent Assistance...........................................................34
  FIGURE 18: Travel Agent Influence And Use...............................................35
  FIGURE 19: Whether Used Social Media Web Sites To Plan Trip ...............36
  FIGURE 20: Whether Used The Internet To Plan Trip..................................37
  FIGURE 21: Internet Influence And Use .......................................................38
  FIGURE 22: Web Site Used To Book Transportation ...................................39
  FIGURE 23: Web Site Used To Book Accommodations...............................40
  FIGURE 24: Whether Visited Downtown Las Vegas.....................................41
  FIGURE 25: Main Reason For Visiting Downtown Las Vegas......................42
  FIGURE 26: Main Reason For Not Visiting Downtown Las Vegas ...............43
  FIGURE 27: Visits To Nearby Places ...........................................................44
  FIGURE 28: Other Nearby Places Visited ....................................................45
TRIP CHARACTERISTICS AND EXPENDITURES
   FIGURE 29: Adults In Immediate Party ........................................................46
   FIGURE 30: Whether Has Persons In Party Under Age 21 ..........................47
   FIGURE 31: Nights Stayed ...........................................................................48
   FIGURE 32: Days Stayed .............................................................................48
   FIGURE 33: Day Of Arrival ...........................................................................49


                                                  – iv –
                                  TABLE OF FIGURES
                                            (continued/2)

                                                                                                        Page
    FIGURE 34: Type Of Lodging ...................................................................... 50
    FIGURE 35: Location Of Lodging................................................................. 51
    FIGURE 36: How Booked Accommodations In Las Vegas .......................... 52
    FIGURE 37: Advance Booking Of Accommodations.................................... 53
    FIGURE 38: Type Of Room Rates ............................................................... 54
    FIGURE 39: Package Purchasers................................................................ 55
    FIGURE 40: Cost of Package Per Person.................................................... 56
    FIGURE 41: Where First Heard About The Package ................................... 57
    FIGURE 42: Lodging Expenditures — Average Per Night ........................... 58
    FIGURE 43: How First Found Out About Room Rate .................................. 59
    FIGURE 44: Number Of Room Occupants................................................... 60
    FIGURE 45: Average Trip Expenditures On Food & Drink — And On
               Local Transportation (Including Visitors Who Spent
               Nothing) ................................................................................... 61
    FIGURE 46: Average Trip Expenditures On Food & Drink — And On
               Local Transportation (Among Spenders) ................................. 62
    FIGURE 47: Average Trip Expenditures On Shopping, Shows, and
               Sightseeing (Including Visitors Who Spent Nothing)................ 63
    FIGURE 48: Average Trip Expenditures On Shopping, Shows, and
               Sightseeing (Among Spenders) ............................................... 64
GAMING BEHAVIOR AND BUDGETS
  FIGURE 49: Whether Gambled While In Las Vegas.................................... 65
  FIGURE 50: Hours Of Gambling — Average Per Day ................................. 66
  FIGURE 51: Casino Game Played Most Often ............................................ 67
  FIGURE 52: Number Of Casinos Visited...................................................... 68
  FIGURE 53: Number Of Casinos Where Gambled ...................................... 69
  FIGURE 54: Main Reason For Not Gambling .............................................. 70
  FIGURE 55: Trip Gambling Budget.............................................................. 71
  FIGURE 56: Where Visitors Gambled.......................................................... 72
  FIGURE 57: Likelihood Of Visiting Las Vegas With More Places To
             Gamble Outside Las Vegas ..................................................... 73
ENTERTAINMENT
  FIGURE 58: Entertainment Attendance ....................................................... 74
  FIGURE 59: Types Of Entertainment........................................................... 75
  FIGURE 60: Average Number Of Shows Attended...................................... 76
  FIGURE 61: Main Reason For Not Attending Any Shows............................ 77
  FIGURE 62: Whether Has Been To Other Paid Attractions ......................... 78
  FIGURE 63: Whether Has Been To Nightclubs, Bars, And Lounges ........... 79


                                               −v−
                                TABLE OF FIGURES
                                         (continued/3)

                                                                                                 Page
    FIGURE 64: Whether Played Golf ................................................................80
    FIGURE 65: Whether Visited A Spa .............................................................81
ATTITUDINAL INFORMATION
  FIGURE 66: Satisfaction With Visit ...............................................................82
  FIGURE 67: Why Not Completely Satisfied With Visit ..................................83
  FIGURE 68: Likelihood Of Returning To Las Vegas Next Year ....................84
  FIGURE 69: Likelihood Of Recommending Las Vegas To Others................85
VISITOR DEMOGRAPHICS
   FIGURE 70: Visitor Demographics ...............................................................87
   FIGURE 71: Visitor Demographics ...............................................................88




                                                – vi –
                       EXECUTIVE SUMMARY
The Las Vegas Visitor Profile Study is conducted monthly during the fiscal year
and reported annually to provide an ongoing assessment of the Las Vegas visitor
and trends in visitor behavior over time.

This report presents the findings from the 3,600 personal interviews conducted
by GLS Research throughout calendar year 2010.

When we note that a difference between subgroups on a particular measure is
“significant” or “statistically significant,” we mean that there is a 95% or better
chance that the difference is the result of true differences between the subgroup
populations and is not due to sampling error alone. When we note that a
difference between subgroups is “not significant” or “not statistically significant,”
we mean that there is less than a 95% chance that the difference is the result of
true differences between the subgroups.

The focus of this report is an analysis of airline visitors compared to those who
arrived by ground transportation. These two subgroups are defined as including
visitors who arrived by:

       •   AIRLINE — those who arrived in Las Vegas by regularly
           scheduled, charter, or private airline — 41% of all visitors.

       •   GROUND TRANSPORTATION — those who arrived in Las
           Vegas by automobile, RV, truck, motorcycle, or bus — 59%
           of all visitors.

This section presents the research highlights. The findings are presented in
detail beginning on page 18.
Page 2                                   Airline                        GLS Research
Las Vegas Visitor Profile           Visitor Version                Calendar Year 2010




REASONS FOR VISITING

       •   Eighteen percent (18%) of visitors were first-time visitors to
           Las Vegas and 82% were repeat visitors. Airline visitors
           were significantly more likely to be making their first trip to
           Las Vegas (26%) than those who arrived by ground
           transportation (13%).

       •   The mean (average) number of visits to Las Vegas during
           the past five years was significantly higher for those who
           arrived by ground transportation (mean of 7.5) than for
           airline visitors (mean of 3.8).

       •   Looking at repeat visitors, the mean (average) number of
           visits to Las Vegas during the past five years was
           significantly higher for those who arrived by ground
           transportation (mean of 8.5) than for airline visitors (mean of
           4.7).

       •   Airline visitors (84%) were significantly more likely than
           those who traveled to Las Vegas by ground transportation
           (58%) to have visited only once in the past year. The mean
           (average) number of visits over the past year was
           significantly higher for those who arrived by ground
           transportation (1.9) than it was for airline visitors (1.3).

       •   Among respondents who had visited Las Vegas before,
           airline visitors (78%) were significantly more likely than those
           who traveled to Las Vegas by ground transportation (52%) to
           have visited only once in the past year. The mean (average)
           number of visits was significantly higher for those who
           arrived by ground transportation (2.1) than it was for airline
           visitors (1.4).

       •   Looking at the primary purpose of the current visit among all
           visitors, airline visitors (59%) were significantly more likely
           than those who arrived by ground transportation (45%) to
           say the primary purpose of their current trip was for vacation
           or pleasure. Airline visitors were also significantly more
           likely than those who arrived by other means to say that the
           primary purpose of their current trip was to attend a
           convention or corporate meeting (15% vs. 8%). Visitors who
           arrived by ground transportation were significantly more
           likely than airline visitors to say they visited Las Vegas
GLS Research                             Airline                                Page 3
Calendar Year 2010                  Visitor Version            Las Vegas Visitor Profile




          primarily to gamble (11% vs. 5%), to visit friends or relatives
          (13% vs. 9%), for business purposes other than a
          convention or corporate meeting (8% vs. 3%), or were just
          passing through (6% vs. less than 1%).

      •   Looking only at those who had been to Las Vegas before,
          airline visitors (56%) were significantly more likely than those
          who arrived by other means (42%) to say they were visiting
          for vacation or pleasure. Airline visitors (18%) were also
          significantly more likely than those who arrived by other
          means (8%) to say their current visit had been primarily to
          attend a convention or corporate meeting. Visitors who
          arrived by ground transportation were significantly more
          likely than airline visitors to say their current visit had been to
          visit friends or relatives (13% vs. 9%), to gamble (13% vs.
          6%), for business purposes other than a convention or
          corporate meeting (9% vs. 4%), or to say that they were just
          passing through Las Vegas (5% vs. less than 1%).

      •   We also looked at the purpose of the current visit among
          those who were making their first trip to Las Vegas. Airline
          visitors were significantly more likely than those who arrived
          by ground transportation to say their current visit was for a
          convention or corporate meeting (9% vs. 4%), or for a
          special event (3% vs. 1%). Visitors who arrived by ground
          transportation (10%) were more likely than airline visitors
          (less than 1%) to say they were just passing through.

      •   Respondents were asked if they had attended a convention,
          trade show, or corporate meeting while they were in
          Las Vegas. Airline visitors (16%) were significantly more
          likely than those who arrived by ground transportation (8%)
          to say they had.

      •   Convention visitors were asked if holding a convention in
          Las Vegas made them more or less interested in attending
          the convention — or if it made no difference. Fifty-two
          percent (52%) said having the convention in Las Vegas
          made them more interested in attending, while 46% said it
          made no difference, and 2% said it made them less
          interested in attending. There were no significant
          differences between the subgroups on this measure.
Page 4                                  Airline                        GLS Research
Las Vegas Visitor Profile          Visitor Version                Calendar Year 2010




       •   Convention visitors were asked if they had brought a
           spouse, family member, or friend who was not attending or
           working at the convention, trade show, or corporate meeting
           with them. Thirty-five percent (35%) of respondents said
           they had. There were no statistically significant differences
           between the subgroups on this question.


TRAVEL PLANNING

       •   Airline visitors tended to plan their trip farther in advance
           than did visitors who arrived in Las Vegas by ground
           transportation. For example, 69% of airline visitors planned
           their trip more than one month in advance, compared to 40%
           of those who arrived by ground transportation.

       •   As might be expected, airline visitors were much more likely
           than those who arrived in Las Vegas by ground
           transportation to use a variety of local transportation options
           to get around Las Vegas during their visit, including taxis
           (48% vs. 6%), hotel and motel shuttles (42% vs. 3%), rental
           cars (18% vs. 8%), the Monorail (14% vs.4%), buses (35%
           vs. 10%), and limousines (4% vs. less than 1%). Airline
           visitors were also more likely than those who arrived by
           ground transportation to say they had walked around
           Las Vegas (34% vs. 24%).

       •   Most visitors (97%) decided where to stay before arriving in
           Las Vegas. Visitors who arrived by ground transportation
           (5%) were significantly more likely than airline visitors (1%)
           to say they decided where to stay after arrival.

       •   Most visitors (69%) decided where to gamble after arriving in
           Las Vegas. Airline visitors (79%) were significantly more
           likely than those who arrived by ground transportation (61%)
           to say they decided where to gamble after arrival.

       •   While most visitors (72%) decided which shows to see after
           arrival, nearly three in ten (28%) decided before leaving
           home. There were no significant differences between airline
           visitors and those who arrived by ground transportation on
           this measure.
GLS Research                            Airline                                Page 5
Calendar Year 2010                 Visitor Version            Las Vegas Visitor Profile




      •   Twelve percent (12%) of visitors to Las Vegas said they
          used a travel agent to help plan their trip. Airline visitors
          (22%) were significantly more likely than those who traveled
          by ground transportation (5%) to have used the assistance
          of a travel agent to plan their trip to Las Vegas

      •   Among visitors who used a travel agent, most said the travel
          agent booked their transportation (92%) or their
          accommodations (90%), while eight in ten (81%) said the
          travel agent influenced their choice of accommodations, and
          2% said the travel agent influenced their decision to visit Las
          Vegas. Airline visitors were significantly more likely than
          those who arrived by ground transportation to say the agent
          booked their transportation to Las Vegas (97% vs. 77%).

      •   Beginning in 2010, visitors were asked if they used any
          social media web sites, such as Facebook, Twitter, or
          others, to help in planning their trip to Las Vegas. Eight
          percent (8%) of all visitors said they had. Airline visitors
          (11%) were significantly more likely than those who arrived
          by ground transportation (7%) to have used social media
          web sites to plan their trip.

      •   Visitors were asked if they used the Internet to plan their trip,
          and 53% said they had done so. Airline visitors (74%) were
          significantly more likely to use the Internet to plan their trip
          than visitors who arrived by ground transportation (38%).

      •   Among those who said they used the Internet to plan their
          trip, airline visitors (89%) were far more likely than those who
          arrived by ground transportation (11%) to say they used the
          Internet to book their transportation to Las Vegas. Visitors
          who arrived by ground transportation, however, were
          significantly more likely than airline visitors to say they used
          the Internet to book their accommodations (74% vs. 61%) or
          that they found information on the Internet that influenced
          their choice of accommodations (60% vs. 45%).

      •   Airline visitors who booked their transportation online were
          most likely to say they had used an airline website (65%),
          followed at a distance by Expedia (14%), Travelocity (6%),
          and Orbitz (4%). A smaller number of airline visitors used
          other websites. Airline visitors were significantly more likely
Page 6                                  Airline                        GLS Research
Las Vegas Visitor Profile          Visitor Version                Calendar Year 2010




           than visitors who arrived by ground transportation to say
           they used Travelocity (7% vs. 1%).

       •   Visitors who booked their accommodations online and
           arrived by ground transportation were significantly more
           likely than airline visitors to say they used a hotel website
           (35% vs. 19%) to book their accommodations. Airline
           visitors were significantly more likely than those who arrived
           by ground transportation to say they used Expedia (23% vs.
           17%) or Travelocity (8% vs. 3%).

       •   Forty-five percent (45%) of all visitors said they visited
           Downtown Las Vegas. Airline visitors (52%) were
           significantly more likely than those who arrived by ground
           transportation (40%) to say they visited Downtown Las
           Vegas.

       •   Visitors who did not visit Downtown were asked to volunteer
           why. Those who arrived by ground transportation (49%)
           were significantly more likely than airline visitors (34%) to
           say they were not interested in Downtown or that they
           prefered the Strip (4% vs. 2%). Airline visitors were
           significantly more likely than those who arrived by ground
           transportation to say they were unfamiliar with Downtown
           (26% vs. 12%).

       •   Visitors were asked if they visited any nearby places before
           or after their trip to Las Vegas. Overall, 13% said they had
           visited nearby places, with no significant difference between
           airline visitors and those who arrived by ground
           transportation.

       •   Visitors were asked what other nearby destination they had
           visited, or planned to visit. Overall, Hoover Dam (64%) and
           the Grand Canyon (61%) were the most visited destinations.
           Airline visitors were significantly less likely than those who
           arrived by ground transportation to visit Bryce Canyon (1%
           vs. 9%).
GLS Research                                          Airline                                          Page 7
Calendar Year 2010                               Visitor Version                      Las Vegas Visitor Profile




TRIP CHARACTERISTICS AND EXPENDITURES

         •    The majority of all visitors (69%) traveled in parties of two.
              The average party size was 2.4 people. Airline visitors
              (average of 2.4 adults) had a significantly larger average
              party size than those who arrived by ground transportation
              (2.3 adults).

         •    Seven percent (7%) of visitors said they were traveling with
              people under the age of 21 in their party. Airline visitors
              (3%) were significantly less likely than visitors who arrived by
              ground transportation (10%) to say there were people under
              the age of 21 in their party.

         •    Airline visitors stayed significantly longer in Las Vegas
              (average of 4.3 nights and 5.3 days) than those who arrived
              by ground transportation (3.1 nights and 4.1 days).

         •    All respondents were asked on what day of the week they
              arrived in Las Vegas. Visitors were most likely to arrive on a
              Friday (18%) or a Thursday (17%). Those who arrived by
              ground transportation were significantly more likely than
              airline visitors to arrive on a Thursday (18% vs. 15%).

         •    Airline visitors (98%) were significantly more likely than
              those who arrived by ground transportation (85%) to have
              stayed in a hotel, and less likely than those who arrived by
              ground transportation to have stayed in a motel (1% vs. 7%),
              at an RV park (less than 1% vs. 6%), or with friends and
              relatives (1% vs. 2%).

         •    In terms of lodging location, airline visitors (92%) were
              significantly more likely than those who arrived by ground
              transportation (69%) to stay at a property on the Strip
              Corridor*. Those who arrived by ground transportation were
              more likely than airline visitors to say they stayed Downtown
              (7% vs. 4%), on the Boulder Strip (6% vs. less than 1%), or
              in outlying areas (15% vs. 3%).

         •    Visitors who stayed at a hotel, motel, or in an RV park were
              asked how they, or someone in their party, booked their

*   The Strip Corridor includes properties located directly on Las Vegas Boulevard South and between Valley View
    Boulevard and Paradise Road.
Page 8                                  Airline                        GLS Research
Las Vegas Visitor Profile          Visitor Version                Calendar Year 2010




           accommodations in Las Vegas for their most recent trip.
           Airline visitors were significantly more likely than those who
           arrived by ground transportation to say they had booked
           their accommodations either online at a website (47% vs.
           30%), through a travel agent (21% vs. 5%), or by phone
           through a third party (3% vs. 2%). By contrast, those who
           arrived by ground transportation were more likely than airline
           visitors to say they called the property directly (55% vs. 24%)
           or booked their accommodations in person (6% vs. less than
           1%).

       •   Airline visitors booked their accommodations further in
           advance than those who arrived by ground transportation.
           For example, 38% of airline visitors booked their
           accommodations more than one month in advance
           compared to 15% of those who arrived by ground
           transportation. Visitors who arrived by ground transportation
           were significantly more likely than airline visitors to have
           booked their accommodations a month or less before their
           arrival (86% vs. 62%).

       •   Looking at the type of room rates received by hotel/motel
           lodgers, visitors who arrived by ground transportation were
           significantly more likely than airline visitors to have paid a
           regular room rate (29% vs. 15%), a casino complimentary
           rate (18% vs. 12%), or to have paid some other kind of rate
           (40% vs. 29%). As might be expected, airline visitors were
           significantly more likely than those who arrived by ground
           transportation to say their accommodations were part of a
           package deal (32% vs. 3%). Airline visitors were also more
           likely than those who arrived by ground transportation to say
           they paid a convention rate (9% vs. 5%).

       •   Airline visitors were significantly more likely than those who
           arrived by ground transportation to be visiting Las Vegas as
           part of a tour group or package deal (32% vs. 4%).

       •   We asked those who purchased either a hotel or a
           tour/travel group package how much their package cost per
           person. The average package cost was $651.02. Airline
           visitors ($620.39) paid significantly less for their package
           than those who traveled to Las Vegas by other means
           ($855.10).
GLS Research                            Airline                               Page 9
Calendar Year 2010                 Visitor Version           Las Vegas Visitor Profile




      •   Package purchasers were asked where they first heard
          about the package they bought. Overall, 43% of visitors first
          heard about their rate through a travel agent, 32% on a
          website, and 18% through an internet ad. Those who
          arrived by ground transportation were significantly more
          likely than airline visitors to have first heard about the
          package through a travel agent (63% vs. 39%) or by word-
          of-mouth (20% vs. 3%), while those who arrived by air were
          more likely than those who arrived by ground transportation
          to have first heard of the package at a website (37% vs. 2%)
          or through an Internet ad (20% vs. 4%).

      •   We looked at lodging expenditures among visitors whose
          room was not part of a travel package. Airline visitors paid
          significantly more for lodging (average of $89.02) than those
          who arrived by ground transportation ($74.64).

      •   Visitors were asked how they first found out about the room
          rate they paid. Airline visitors were significantly more likely
          than those who arrived by ground transportation to say they
          initially found out about their room rate through a website
          (35% vs. 30%), through a travel agent (14% vs. 3%), or
          through word of mouth (9% vs. 6%). Those who arrived by
          ground transportation were more likely than airline visitors to
          say they first found out about the rate through a reservations
          agent (44% vs. 24%).

      •   Looking only at visitors who stayed in a hotel or motel, airline
          visitors (80%) were significantly more likely than those who
          arrived by ground transportation (75%) to say two people
          stayed in their room. Airline visitors were also more likely
          than those who arrived by ground transportation to say they
          were staying alone (14% vs. 11%). By contrast, those who
          arrived by ground transportation were more likely than airline
          visitors to say three or more people stayed in their room
          (14% vs. 7%). The average number of room occupants was
          significantly greater for those who arrived by ground
          transportation (average of 2.1 room occupants) than for
          airline visitors (2.0).

      •   We examined the average trip expenditures on food and
          drink and on local transportation including visitors who said
          they spent nothing in these categories. The average
          expenditure for food and drink was significantly higher for
Page 10                                 Airline                        GLS Research
Las Vegas Visitor Profile          Visitor Version                Calendar Year 2010




           airline visitors ($332.41) than for those who arrived by
           ground transportation ($204.32). Similarly, the average
           expenditure for local transportation was significantly greater
           for airline visitors ($111.70) than for those who arrived by
           ground transportation ($29.01).

       •   Looking only at visitors who actually spent money in these
           categories, airline visitors spent significantly more on food
           and drink (average trip expenditure of $332.42) and local
           transportation ($113.61) than those who arrived by ground
           transportation ($204.32 for food and drink and $66.92 for
           local transportation).

       •   We also examined the average per trip expenditures on
           shopping, shows, and sightseeing during the entire visit to
           Las Vegas, including visitors who said they spent nothing in
           these categories. Airline visitors spent significantly more
           than those who arrived by ground transportation in all three
           categories. Specifically, airline visitors spent an average of
           $168.75 on shopping, $71.73 on shows, and $13.66 on
           sightseeing. Among visitors who arrived by ground
           transportation, the average totals spent were $90.90 on
           shopping, $33.69 on shows, and $2.73 on sightseeing.

       •   Among visitors who spent money in these categories, airline
           visitors spent significantly more than those who arrived by
           ground transportation on shopping, shows, and sightseeing.
           Specifically, airline visitors spent an average of $226.38 for
           shopping, $126.45 on shows, and $164.32 on sightseeing.
           Visitors who arrived by ground transportation spent an
           average of $161.10 for shopping, $97.49 on shows, and
           $128.83 on sightseeing.


GAMING BEHAVIOR AND BUDGETS

       •   Eighty percent (80%) of all Las Vegas visitors gambled while
           in Las Vegas. Airline visitors (85%) were significantly more
           likely to have gambled than those who arrived by ground
           transportation (77%).

       •   Among those who gambled while in Las Vegas, those who
           arrived by ground transportation spent more time gambling
GLS Research                           Airline                               Page 11
Calendar Year 2010                Visitor Version            Las Vegas Visitor Profile




          (average of 3.1 hours per day) than airline visitors (2.8
          hours).

      •   All visitors to Las Vegas were asked how many casinos they
          had visited on their current trip. Airline visitors visited
          significantly more casinos on average (8.0) than those who
          arrived by ground transportation (5.4).

      •   All visitors to Las Vegas were asked in how many casinos
          they had gambled on their current trip. Airline visitors
          gambled in significantly more casinos on average (3.9) than
          those who arrived by ground transportation (2.6).

      •   Airline visitors had significantly larger gambling budgets than
          those who arrived by ground transportation. Specifically,
          airline visitors said they had budgeted an average of
          $534.68 for gambling compared to an average of $413.14 for
          those who arrived by ground transportation.

      •   Nearly two-thirds (65%) of all visitors said that having other
          places to gamble made no difference in their decision to visit
          Las Vegas. About one-third (35%) said they were “much
          more” or “somewhat more” likely to visit Las Vegas because
          there were other places to gamble outside the area. Less
          than 1% of visitors said they were “somewhat” or “much
          less” likely to visit. There were no significant differences
          between airline visitors and those who arrived by ground
          transportation on this measure.


ENTERTAINMENT

      •   During their stay in Las Vegas, 68% of visitors saw at least
          one show. Airline visitors (79%) were significantly more
          likely than those who arrived by ground transportation (60%)
          to go to a show.

      •   Among those who attended shows, airline visitors were
          significantly more likely than those who arrived by ground
          transportation to attend Las Vegas style production shows
          (39% vs. 25%), shows featuring big-name entertainers (21%
          vs. 15%), and magic shows (8% vs. 4%).
Page 12                                 Airline                        GLS Research
Las Vegas Visitor Profile          Visitor Version                Calendar Year 2010




       •   We looked at the average number of times visitors attended
           each type of show among those who attended shows of that
           type. Airline visitors saw significantly more lounge acts (1.9
           vs. 1.5), headliners (1.1 vs. 1.0), comedy shows (1.2 vs.
           1.1), and production shows (1.3 vs. 1.2) than did those who
           arrived by ground transportation.

       •   Visitors who did not attend any shows while in Las Vegas
           were asked why. The majority (61%) said it was because
           they were too busy to see a show. Airline visitors were more
           significantly likely than those who arrived by ground
           transportation to say it was because they came to Las Vegas
           only to gamble (6% vs. 2%).

       •   We asked visitors if during their current trip to Las Vegas
           they had been to other Las Vegas attractions for which they
           had to pay, such as theme parks, water parks, or virtual
           reality rides. Twenty percent (20%) of all visitors said they
           had, with airline visitors (24%) significantly more likely to
           have done so than those who arrived by ground
           transportation (18%).

       •   We asked visitors if they visited nightclubs, bars, or lounges
           while in Las Vegas. Airline visitors were significantly more
           likely than those who arrived by ground transportation to say
           they had been to a hotel bar or lounge with no cover charge
           (47% vs. 34%) or a nightclub in a hotel with a cover charge
           (6% vs. 4%).

       •   Visitors were asked if they had visited a spa during this trip
           to Las Vegas. Three percent (3%) said they had. Airline
           visitors (5%) were significantly more likely than those who
           arrived by ground transportation (1%) to say they had visited
           a spa.


ATTITUDINAL INFORMATION

       •   Most visitors (94%) said that they were “very satisfied” with
           their visit to Las Vegas. Those who arrived by ground
           transportation (95%) were significantly more likely than
           airline visitors (93%) to say they were “very satisfied” with
           their visit.
GLS Research                            Airline                                Page 13
Calendar Year 2010                 Visitor Version             Las Vegas Visitor Profile




      •   Visitors who were not completely satisfied with their visit
          were asked to volunteer why. More than one in five (22%)
          had hotel complaints, 15% said their trip was too short, and
          11% said they think Las Vegas is too expensive. There
          were no significant differences between the subgroups on
          this measure.

      •   Visitors were asked how likely they are to return to Las
          Vegas the following year, and two-thirds (65%) said they
          “definitely” or “probably” will. Those who arrived by ground
          transportation (73%) were significantly more likely than
          airline visitors (53%) to say they “definitely” or “probably” will
          return. Airline visitors were more likely than those who
          arrived by ground transportation to say they “might or might
          not” return (24% vs. 14%) or “definitely” or “probably” will not
          (24% vs. 14%).

      •   Visitors were also asked how likely they are to recommend
          Las Vegas to others, and most (91%) said they “definitely” or
          “probably” will recommend Las Vegas. Airline visitors (49%)
          were significantly more likely than those who arrived by
          ground transportation (42%) to say they “probably” will
          recommend Las Vegas. Those who arrived by ground
          transportation were more likely than airline visitors to say
          they “might or might not” recommend Las Vegas (8% vs.
          5%) or “probably will not” (4% vs. less than 1%).
Page 14                                 Airline                       GLS Research
Las Vegas Visitor Profile          Visitor Version               Calendar Year 2010




VISITOR DEMOGRAPHICS

       •   Airline visitors were significantly more likely than those who
           arrived by ground transportation to be employed (72% vs.
           62%), college graduates (51% vs. 46%), from 50 to 59 years
           old (22% vs. 17%), earning $80,000 or more (44% vs. 39%),
           white (89% vs. 84%), from U.S. regions other than the West
           (55% vs. 10%), and foreign visitors (25% vs. 13%).

       •   Those people who came to Las Vegas by ground
           transportation were significantly more likely than airline
           visitors to be retired (30% vs. 22%), with some college
           education (26% vs. 22%), 65 years old or older (22% vs.
           16%), earning less than $80,000 (52% vs. 46%),
           Hispanic/Latino (7% vs. 3%), and from the Western region of
           the United States (77% vs. 20%), particularly California (48%
           vs. 6%) and Arizona (11% vs. 1%).
GLS Research                             Airline                               Page 15
Calendar Year 2010                  Visitor Version            Las Vegas Visitor Profile




                             INTRODUCTION

The Las Vegas Visitor Profile Study is conducted monthly, and reported annually,
to provide an ongoing assessment of the Las Vegas visitor and trends in visitor
behavior over time.

More specifically, the Las Vegas Visitor Profile aims:

       •   To provide a profile of Las Vegas visitors in terms of socio-
           demographic and behavioral characteristics.

       •   To monitor trends in visitor behavior and visitor
           characteristics.

       •   To supply detailed information on the vacation and gaming
           habits of different visitor groups, particularly gaming and
           non-gaming expenditures.

       •   To allow the identification of market segments and potential
           target markets.

       •   To provide a basis for calculating the economic impact of
           different visitor groups.

       •   To determine visitor satisfaction levels.

This report focuses on airline visitors to Las Vegas during calendar year 2010.
The tables and charts in this report show data for all visitors and for two visitor
subgroups, visitors who arrived by:

       •   AIR — those who arrived in Las Vegas by regularly
           scheduled, charter, or private airline — 41% of all visitors.

       •   GROUND TRANSPORTATION — those who arrived in Las
           Vegas by automobile, RV, truck, motorcycle, or bus — 59%
           of all visitors.
Page 16                                Airline                        GLS Research
Las Vegas Visitor Profile         Visitor Version                Calendar Year 2010




                            METHODOLOGY

Starting in 2005, GLS Research, in consultation with the LVCVA, developed a
new sampling plan based on marketing seasons. The goal was to obtain a
sufficient number of interviews by marketing season to permit comparisons
across seasons.

Qualified survey respondents were visitors to Las Vegas (excluding residents of
Clark County, Nevada) who were at least 21 years of age. In addition, only
visitors who planned to leave Las Vegas within 24 hours were asked to complete
the survey.

The results of the Las Vegas Visitor Profile have always been weighted to more
accurately reflect actual visitors to Las Vegas in terms of mode of transportation,
lodging type, and lodging location. Specifically, the transportation data are
weighted based on a compilation of data provided by the LVCVA, McCarran
International Airport, and the Nevada Department of Transportation. The figures
used to weight the occupancy data are based on independent surveys conducted
by the LVCVA, which provide the number of available rooms and occupancy
rates for the destination on a monthly basis. Because of the change to the data
collection methodology in 2005, it was necessary to add a third weighting factor,
namely visitor flow by month, to correct for the discrepancies in visitor flow
introduced by the new sampling plan. Visitor flow information is also based on
independent surveys conducted by the LVCVA as part of their ongoing room
occupancy audit.

Visitors were intercepted in the vicinity of Las Vegas casinos, hotels, motels, and
RV parks. To assure a random selection of visitors, different locations were
utilized on each interviewing day, and interviewing was conducted at different
times of the day. Upon completion of the interview, visitors were given souvenirs
as incentives. Verification procedures were conducted throughout the project to
assure accurate and valid interviewing.

Interviews were edited for completeness and accuracy, and entered into a
computerized database for analysis. The information was then analyzed using
statistical software packages available to GLS Research. The questionnaire
administered to visitors is appended to this report in the form of aggregate
results.

Throughout this report, bar charts are used to illustrate the data. The data
presented in these charts are based on the total sample of respondents for 2010,
GLS Research                             Airline                              Page 17
Calendar Year 2010                  Visitor Version           Las Vegas Visitor Profile




unless otherwise specified. In charts using proportions, those proportions may
not add to 100% because of rounding or because multiple responses were
permitted.

When we note that a difference between subgroups on a particular measure is
“significant” or “statistically significant,” we mean that there is a 95% or better
chance that the difference is the result of true differences between the subgroup
populations and is not due to sampling error alone. When we note that a
difference between subgroups is “not significant” or “not statistically significant,”
we mean that there is less than a 95% chance that the difference is the result of
true differences between the subgroups.

This report presents the results of the 2010 study. Statistically significant
differences in the behavior, attitudes, and opinions of visitors who arrived in Las
Vegas by air and those who arrived by ground transportation are pointed out in
the text of the report.

In order to maintain a questionnaire of reasonable length, some questions in the
Las Vegas Visitor Profile Study were not asked in Calendar Year 2010. These
questions will be rotated back into the questionnaire in Calendar Year 2011 and
subsequently asked every other year. In addition, several new questions were
added to the Las Vegas Visitor Profile Study in Calendar Year 2010. These
questions are noted in the text accompanying the figures in the body of this
report.

Details on the findings and conclusions of the survey are presented in the
following sections of this report.
Page 18                                        Airline                        GLS Research
Las Vegas Visitor Profile                 Visitor Version                Calendar Year 2010




                         SUMMARY OF FINDINGS
REASONS FOR VISITING

Eighteen percent (18%) of visitors were first-time visitors to Las Vegas and 82%
were repeat visitors. Airline visitors were significantly more likely to be making
their first trip to Las Vegas (26%) than those who arrived by ground
transportation (13%) (Figure 1).


                                             FIGURE 1
                                    First Visit Vs. Repeat Visit
         100

                                                            87
                                                                                     82
                                   74
          75

      P
      E
      R                                                  First visit
      C 50                                               Repeat visit
      E
      N
      T
                    26
          25
                                                                        18
                                                 13



           0
                         Airline                      Ground                 TOTAL
GLS Research                               Airline                                   Page 19
Calendar Year 2010                    Visitor Version                Las Vegas Visitor Profile




                                   FIGURE 2
                      Frequency Of Visits In Past Five Years
                                    (Among All Visitors)

                40




                30

        P
        E
        R
        C       20
        E
        N
        T
                10




                 0
                      One         Two to three     Four to five    Six to ten   More than ten

            Airline    34              37               14                9           5
            Ground     20              26               15                19         21
            TOTAL      26              30               15                15         15

                            (Means: Airline=3.8, Ground=7.5, TOTAL=5.9)



The mean (average) number of visits to Las Vegas during the past five years was
significantly higher for those who arrived by ground transportation (mean of 7.5)
than for airline visitors (mean of 3.8) (Figure 2).
Page 20                                    Airline                               GLS Research
Las Vegas Visitor Profile             Visitor Version                       Calendar Year 2010




                                    FIGURE 3
                       Frequency Of Visits In Past Five Years
                                  (Among Repeat Visitors)

               50



               40


            P
            E 30
            R
            C
            E
              20
            N
            T

               10



                0
                        One        Two to three    Four to five    Six to ten    More than ten

           Airline      12              50              19             12             7
           Ground           8           30              17             21             24
           TOTAL            9           37              18             18             18

                        (Base Sizes: Airline=1096, Ground =1841, TOTAL=2937)
                            (Means: Airline=4.7, Ground =8.5, TOTAL=7.1)


Looking at repeat visitors, the mean (average) number of visits to Las Vegas
during the past five years was significantly higher for those who arrived by
ground transportation (mean of 8.5) than for airline visitors (mean of 4.7)
(Figure 3).
GLS Research                             Airline                                    Page 21
Calendar Year 2010                  Visitor Version                 Las Vegas Visitor Profile




                                  FIGURE 4
                        Frequency Of Visits In Past Year
                                  (Among All Visitors)

              90




          P   60
          E
          R
          C
          E
          N
          T   30




               0
                       One            Two to three        Four to five      More than five

          Airline       84                 13                   2                 1
          Ground        58                 28                  10                 4
          TOTAL         69                 22                   7                 3

                          (Means: Airline=1.3, Ground =1.9, TOTAL=1.7)



As Figure 4 shows, airline visitors (84%) were significantly more likely than those
who traveled to Las Vegas by ground transportation (58%) to have visited only
once in the past year. The mean (average) number of visits over the past year
was significantly higher for those who arrived by ground transportation (1.9) than
it was for airline visitors (1.3).
Page 22                                    Airline                              GLS Research
Las Vegas Visitor Profile             Visitor Version                      Calendar Year 2010




                                      FIGURE 5
                            Frequency Of Visits In Past Year
                                  (Among Repeat Visitors)

               80




               60

           P
           E
           R
           C   40
           E
           N
           T
               20




                0
                            One          Two to three       Four to five       More than five

           Airline          78                18                 3                   1
           Ground           52                32                 11                  5
           TOTAL            62                27                 8                   3

                        (Base Sizes: Airline=1096, Ground =1841, TOTAL=2937)
                             (Means: Airline=1.4, Ground=2.1, TOTAL=1.8)



Among respondents who had visited Las Vegas before, airline visitors (78%)
were significantly more likely than those who traveled to Las Vegas by ground
transportation (52%) to have visited only once in the past year (Figure 5). The
mean (average) number of visits was significantly higher for those who arrived by
ground transportation (2.1) than it was for airline visitors (1.4).
GLS Research                                      Airline                                      Page 23
Calendar Year 2010                           Visitor Version                   Las Vegas Visitor Profile




                                            FIGURE 6
                                  Primary Purpose Of Current Visit
                                            (Among All Visitors)
         60




    P    40
    E
    R
    C
    E
    N
    T    20




           0
                                    Conven-
                Vacation/                     Friends/      Other    Passing   Special
                          Gambling tion/corp.                                            Wedding   Other
                pleasure                      relatives   business   through    event
                                      mtg.

      Airline      59         5        15         9          3         0         4         3         1
      Ground       45        11         8         13         8         6         5         3         1
      TOTAL        51         9        11         11         6         4         5         3         1




Looking at the primary purpose of the current visit among all visitors, airline
visitors (59%) were significantly more likely than those who arrived by ground
transportation (45%) to say the primary purpose of their current trip was for
vacation or pleasure (Figure 6). Airline visitors were also significantly more likely
than those who arrived by other means to say that the primary purpose of their
current trip was to attend a convention or corporate meeting (15% vs. 8%).
Visitors who arrived by ground transportation were significantly more likely than
airline visitors to say they visited Las Vegas primarily to gamble (11% vs. 5%), to
visit friends or relatives (13% vs. 9%), for business purposes other than a
convention or corporate meeting (8% vs. 3%), or were just passing through (6%
vs. less than 1%).
Page 24                                          Airline                                     GLS Research
Las Vegas Visitor Profile                   Visitor Version                             Calendar Year 2010




                                            FIGURE 7
                                  Primary Purpose Of Current Visit
                                        (Among Repeat Visitors)

         60




      P 40
      E
      R
      C
      E
      N
      T 20




           0
                                    Conven-
                Vacation/                       Friends/     Other     Special   Passing
                          Gambling tion/corp.                                              Wedding   Other
                pleasure                        relatives   business    event    through
                                      mtg.

      Airline      56         6        18          9           4         5          0         2        1
      Ground       42        13         8          13          9         5          5         3        1
      TOTAL        47        10        12          12          7         5          4         3        1

                         (Base Sizes: Airline=1096, Ground =1841, TOTAL=2937)



Looking only at those who had been to Las Vegas before (Figure 7), airline
visitors (56%) were significantly more likely than those who arrived by other
means (42%) to say they were visiting for vacation or pleasure. Airline visitors
(18%) were also significantly more likely than those who arrived by other means
(8%) to say their current visit had been primarily to attend a convention or
corporate meeting. Visitors who arrived by ground transportation were
significantly more likely than airline visitors to say their current visit had been to
visit friends or relatives (13% vs. 9%), to gamble (13% vs. 6%), for business
purposes other than a convention or corporate meeting (9% vs. 4%), or to say
that they were just passing through Las Vegas (5% vs. less than 1%).
GLS Research                                           Airline                                    Page 25
Calendar Year 2010                                Visitor Version                 Las Vegas Visitor Profile




                                           FIGURE 8
                                 Primary Purpose Of Current Visit
                                        (Among First-Time Visitors)

        75




      P
        50
      E
      R
      C
      E
      N
        25
      T




          0
                          Conven-
               Vacation/              Friends/     Passing               Other    Special
                         tion/corp.                          Wedding                        Gambling   Other
               pleasure               relatives    through             business    event
                            mtg.

     Airline      70         9            8           0         6         2         3          1         1
     Ground       68         4            9           10        4         2         1          1         2
     TOTAL        69         7            8           4         5         2         2          1         1

                           (Base Sizes: Airline=379, Ground=285, TOTAL=664)


We also looked at the purpose of the current visit among those who were making
their first trip to Las Vegas (Figure 8). Airline visitors were significantly more
likely than those who arrived by ground transportation to say their current visit
was for a convention or corporate meeting (9% vs. 4%), or for a special event
(3% vs. 1%). Visitors who arrived by ground transportation (10%) were more
likely than airline visitors (less than 1%) to say they were just passing through.
Page 26                                      Airline                                   GLS Research
Las Vegas Visitor Profile               Visitor Version                           Calendar Year 2010




                                   FIGURE 9
                   Conventions/Trade Shows/Corporate Meetings
       18

                     16




       12
   P                                                                                  11
   E
   R
   C
   E                                                   8
   N
   T
       6




       0
                    Airline                        Ground                           TOTAL

                              Only “yes” responses are reported in this figure.



Respondents were asked if they had attended a convention, trade show, or
corporate meeting while they were in Las Vegas (Figure 9). Airline visitors (16%)
were significantly more likely than those who arrived by ground transportation
(8%) to say they had.
GLS Research                              Airline                                  Page 27
Calendar Year 2010                   Visitor Version               Las Vegas Visitor Profile




                                     FIGURE 10
                Interest In Attending Conventions, Trade Shows, Or
                          Corporate Meetings In Las Vegas
                       (Among Visitors Who Attended A Convention,
                           Trade Show, Or Corporate Meeting)
           75




     P     50
     E
     R
     C
     E
     N
     T     25




           0
                  More Interested            Less Interested            No Difference

     Air                55                          1                        44
     Ground             49                          3                        49
     TOTAL              52                          2                        46
                        (Base Sizes: Air=229, Ground=166, TOTAL=396)



Convention visitors were asked if holding a convention in Las Vegas made them
more or less interested in attending the convention — or if it made no difference
(Figure 10). Fifty-two percent (52%) said having the convention in Las Vegas
made them more interested in attending, while 46% said it made no difference,
and 2% said it made them less interested in attending. There were no significant
differences between the subgroups on this measure.
Page 28                                       Airline                                   GLS Research
Las Vegas Visitor Profile                Visitor Version                           Calendar Year 2010




                                 FIGURE 11
          Whether Brought Someone Else Who Did Not Attend Conventions,
                Trade Shows, Or Corporate Meetings In Las Vegas
                          (Among Visitors Who Attended A Convention,
                             Trade Show, Or Corporate Meeting)*
     40
                     37
                                                                                       35

                                                      32

     30


 P
 E
 R
 C   20
 E
 N
 T


     10




      0
                    Airline                         Ground                           TOTAL
                          (Base Sizes: Air=229, Ground=166, TOTAL=396)
                              *Only “yes” responses are reported in this figure.



Convention visitors were asked if they had brought a spouse, family member, or
friend who was not attending or working at the convention, trade show, or
corporate meeting with them. Thirty-five percent (35%) of respondents said they
had (Figure 11). There were no statistically significant differences between the
subgroups on this question.
GLS Research                             Airline                               Page 29
Calendar Year 2010                  Visitor Version            Las Vegas Visitor Profile




TRAVEL PLANNING

Airline visitors tended to plan their trip farther in advance than did visitors who
arrived in Las Vegas by ground transportation (Figure 12). For example, 69% of
airline visitors planned their trip more than one month in advance, compared to
40% of those who arrived by ground transportation.



                                    FIGURE 12
                               Advance Travel Planning

           36




           27
       P
       E
       R
       C 18
       E
       N
       T
          9




            0
                 Same                       7-14      15-30   31-60    61-90
                        1-3 days 4-6 days                                      >90 days
                  day                       days      days    days     days

       Airline    0        1        1         6        24      30       16        23
       Ground     0        6        2        22        30      18        8        14
       TOTAL      0        4        1        15        27      23       11        18
Page 30                                       Airline                                GLS Research
Las Vegas Visitor Profile                Visitor Version                        Calendar Year 2010




                                         FIGURE 13
                                     Local Transportation*
            90




       P
            60
       E
       R
       C
       E
       N
            30
       T




              0
                                                             Hotel/
                   Own                                                 Rental               Limou-
                            Walked      Taxi       Bus       motel               Monorail
                  vehicle                                               car                  sine
                                                             shuttle

        Airline     0         34         48         35         42        18        14         4
        Ground      82        24          6         10         3         8          4         0
        TOTAL       48        28         23         21         19        12         8         2

                                     *Multiple responses permitted


As might be expected, airline visitors were much more likely than those who
arrived in Las Vegas by ground transportation to use a variety of local
transportation options to get around Las Vegas during their visit (Figure 13),
including taxis (48% vs. 6%), hotel and motel shuttles (42% vs. 3%), rental cars
(18% vs. 8%), the Monorail (14% vs.4%), buses (35% vs. 10%), and limousines
(4% vs. less than 1%). Airline visitors were also more likely than those who
arrived by ground transportation to say they had walked around Las Vegas (34%
vs. 24%).
GLS Research                             Airline                                 Page 31
Calendar Year 2010                  Visitor Version              Las Vegas Visitor Profile




                                FIGURE 14
                         When Decided Where To Stay
                        (Among Those Who Stayed Overnight)


                100



      P          75
      E
      R
      C          50
      E
      N
      T
                 25



                  0
                              Before arrival                    After arrival

             Airline               99                                1
             Ground                95                                5
             TOTAL                 97                                3


                        (Base Sizes: Air=1475, Ground=2102, TOTAL=3577)



Most visitors (97%) decided where to stay before arriving in Las Vegas
(Figure 14). Visitors who arrived by ground transportation (5%) were significantly
more likely than airline visitors (1%) to say they decided where to stay after
arrival.
Page 32                                     Airline                                GLS Research
Las Vegas Visitor Profile              Visitor Version                        Calendar Year 2010




                                     FIGURE 15
                            When Decided Where To Gamble
                               (Among Those Who Gambled)

              80



     P        60
     E
     R
     C        40
     E
     N
     T
              20



               0
                             Before arrival                       After arrival

          Airline                 21                                     79
          Ground                  39                                     61
          TOTAL                   31                                     69
                       (Base Sizes: Air=1260, Ground=1635, TOTAL=2895)



Most visitors (69%) decided where to gamble after arriving in Las Vegas
(Figure 15). Airline visitors (79%) were significantly more likely than those who
arrived by ground transportation (61%) to say they decided where to gamble after
arrival.
GLS Research                            Airline                                  Page 33
Calendar Year 2010                 Visitor Version               Las Vegas Visitor Profile




                                 FIGURE 16
                       When Decided Which Shows To See
                           (Among Those Who Saw Shows)

                 80



      P          60
      E
      R
      C          40
      E
      N
      T
                 20



                  0
                             Before arrival                     After arrival

             Airline               26                                74
             Ground                29                                71
             TOTAL                 28                                72
                       (Base Sizes: Air=1159, Ground=1279, TOTAL=2438)


While most visitors (72%) decided which shows to see after arrival, nearly three
in ten (28%) decided before leaving home (Figure 16). There were no significant
differences between airline visitors and those who arrived by ground
transportation on this measure.
Page 34                                      Airline                                    GLS Research
Las Vegas Visitor Profile               Visitor Version                            Calendar Year 2010




                                      FIGURE 17
                               Travel Agent Assistance*
      25
                      22

      20

    P
    E 15
    R
                                                                                       12
    C
    E
    N 10
    T
                                                      5
       5



       0
                    Airline                        Ground                            TOTAL

                              *Only “yes” responses are reported in this figure.




Twelve percent (12%) of visitors to Las Vegas said they used a travel agent to
help plan their trip. Airline visitors (22%) were significantly more likely than those
who traveled by ground transportation (5%) to have used the assistance of a
travel agent to plan their trip to Las Vegas (Figure 17).
GLS Research                               Airline                                   Page 35
Calendar Year 2010                    Visitor Version                Las Vegas Visitor Profile




                                    FIGURE 18
                          Travel Agent Influence And Use*
                         (Among Those Who Used A Travel Agent)

             100



              80


         P
         E    60
         R
         C
         E    40
         N
         T

              20



               0
                        Booked            Booked            Influenced         Influenced
                     transportation   accommodations     accommodations        destination

          Airline         97                 91                 84                  0
          Ground          77                 88                 72                  7
          TOTAL           92                 90                 81                  2

                                    *Multiple responses permitted
                         (Base Sizes: Airline=330, Ground=103, TOTAL=433)



Among visitors who used a travel agent, most said the travel agent booked their
transportation (92%) or their accommodations (90%), while eight in ten (81%)
said the travel agent influenced their choice of accommodations, and 2% said the
travel agent influenced their decision to visit Las Vegas (Figure 18). Airline
visitors were significantly more likely than those who arrived by ground
transportation to say the agent booked their transportation to Las Vegas (97% vs.
77%).
Page 36                                     Airline                                     GLS Research
Las Vegas Visitor Profile              Visitor Version                             Calendar Year 2010




                                 FIGURE 19
                Whether Used Social Media Web Sites To Plan Trip
       12
                      11




                                                                                       8
       8
   P                                                 7
   E
   R
   C
   E
   N
   T
       4




       0
                    Airline                       Ground                             TOTAL

                              *Only “yes” responses are reported in this figure.



Beginning in 2010, visitors were asked if they used any social media web sites,
such as Facebook, Twitter, or others, to help in planning their trip to Las Vegas.
Eight percent (8%) of all visitors said they had (Figure 19). Airline visitors (11%)
were significantly more likely than those who arrived by ground transportation
(7%) to have used social media web sites to plan their trip.
GLS Research                                  Airline                                      Page 37
Calendar Year 2010                       Visitor Version                   Las Vegas Visitor Profile




                                   FIGURE 20
                       Whether Used The Internet To Plan Trip*
     80
                      74




     60
                                                                                     53
   P
   E
   R
   C 40                                               38
   E
   N
   T

     20




      0
                     Airline                        Ground                          TOTAL
                               *Only “yes” responses are reported in this figure.




Visitors were asked if they used the Internet to plan their trip, and 53% said they
had done so (Figure 20). Airline visitors (74%) were significantly more likely to
use the Internet to plan their trip than visitors who arrived by ground
transportation (38%).
Page 38                                       Airline                                 GLS Research
Las Vegas Visitor Profile                Visitor Version                         Calendar Year 2010




                                         FIGURE 21
                                 Internet Influence And Use*
                      (Among Those Who Used The Internet To Plan Trip)

                90




           P    60
           E
           R
           C
           E
           N
           T    30




                 0
                          Booked              Booked            Influenced           Influenced
                      accommodations       transportation    accommodations          destination

            Airline         61                   89                  45                   1
            Ground          74                   11                  60                   1
            TOTAL           67                   56                  52                   1

                            *Only “yes” responses are reported in this figure.
                         (Base Sizes: Airline=1098, Ground=814, TOTAL=1911)




Among those who said they used the Internet to plan their trip, airline visitors
(89%) were far more likely than those who arrived by ground transportation
(11%) to say they used the Internet to book their transportation to Las Vegas
(Figure 21). Visitors who arrived by ground transportation, however, were
significantly more likely than airline visitors to say they used the Internet to book
their accommodations (74% vs. 61%) or that they found information on the
Internet that influenced their choice of accommodations (60% vs. 45%).
GLS Research                                Airline                                    Page 39
Calendar Year 2010                     Visitor Version                 Las Vegas Visitor Profile




                                     FIGURE 22
                          Website Used To Book Transportation
                              (Among Those Who Booked Their
                             Transportation To Las Vegas Online)
          75




     P    50
     E
     R
     C
     E
     N
     T    25




           0
                Airline             Travel-              Cheap-                          No
                          Expedia             Orbitz               Priceline   Other
                website              ocity               tickets                       Answer

      Airline     65        15         7         4          3         3          4        0
      Ground      70        10         1         8          1         2          5        3
      TOTAL       65        14         6         4          3         3          4        0

                           (Base Sizes: Airline=980, Ground=85, TOTAL=1066)



Airline visitors who booked their transportation online were most likely to say they
had used an airline website (65%), followed at a distance by Expedia (14%),
Travelocity (6%), and Orbitz (4%) (Figure 22). Airline visitors were significantly
more likely than visitors who arrived by ground transportation to say they used
Travelocity (7% vs. 1%).
Page 40                                       Airline                            GLS Research
Las Vegas Visitor Profile                Visitor Version                    Calendar Year 2010




                                    FIGURE 23
                       Website Used To Book Accommodations
                                (Among Those Who Booked Their
                              Accommodations In Las Vegas Online)
          40




          30
      P
      E
      R
      C   20
      E
      N
      T
          10




           0
                                      Las
                 Hotel Expe- Hotels-        Travel-        Airline Vegas. Price-
                                     Vegas.         Orbitz                              Other
                website dia   .com           ocity         website com     line
                                      com

      Airline     19     23        12       5       8       6       8           3   4    12
      Ground      35     17        15       9       3       4       0           4   5     9
      TOTAL       27     20        14       7       5       5       4           4   4    11
                            (Base Sizes: Airline=672, Ground=600, TOTAL=1273)




Visitors who booked their accommodations online and arrived by ground
transportation were significantly more likely than airline visitors to say they used
a hotel website (35% vs. 19%) to book their accommodations (Figure 23). Airline
visitors were significantly more likely than those who arrived by ground
transportation to say they used Expedia (23% vs. 17%) or Travelocity (8% vs.
3%).
GLS Research                                  Airline                                      Page 41
Calendar Year 2010                       Visitor Version                   Las Vegas Visitor Profile




                                     FIGURE 24
                        Whether Visited Downtown Las Vegas*


     60

                       52

                                                                                     45

                                                      40
   P 40
   E
   R
   C
   E
   N
   T 20




      0
                     Airline                       Ground                           TOTAL

                               *Only “yes” responses are reported in this figure.




Forty-five percent (45%) of all visitors said they visited Downtown Las Vegas
(Figure 24). Airline visitors (52%) were significantly more likely than those who
arrived by ground transportation (40%) to say they visited Downtown Las Vegas.
Page 42                                               Airline                                    GLS Research
Las Vegas Visitor Profile                        Visitor Version                            Calendar Year 2010




                                       FIGURE 25
                       Main Reason For Visiting Downtown Las Vegas*
                                   (Among Those Who Visited Downtown)

             75




       P     50
       E
       R
       C
       E
       N
       T     25




              0
                   Fremont St.       Lodging                                          Sightsee/
                                                     To gamble          Dining                        Other
                   Experience       Downtown                                         see casinos

        Airline          68              11                9               1                7           4
        Ground           56              22                9               1                7           6
        TOTAL            62              17                9               1                7           5

                              (Base Sizes: Airline=669, Ground=698, TOTAL=1367)



Respondents who had visited Downtown Las Vegas were asked the primary
reason why they had done so (Figure 25). Visitors who arrived by air (68%) were
significantly more likely than those who arrived by ground transportation (56%) to
say the Fremont Street Experience was their main reason for visiting Downtown.
Visitors who arrived by ground transportation were more likely than air visitors to
have been visiting Downtown because they were lodging there (22% vs. 11%).




*   These results are from 2009. This question is asked every other year and was not asked in 2010.
GLS Research                                   Airline                                   Page 43
Calendar Year 2010                        Visitor Version                Las Vegas Visitor Profile




                                   FIGURE 26
                  Main Reason For Not Visiting Downtown Las Vegas
                              (Among Those Who Did Not Visit Downtown)
          50



          40

     P
     E
          30
     R
     C
     E
     N    20
     T

          10



           0
                                  Not    Unfamiliar
                                                                    Incon-      Don't like
                No interest     enough     with     Prefer Strip                             Other
                                                                   venient      Downtown
                                 time    Downtown

      Airline       34            31         26          2           5              2          1
      Ground        49            26         12          4           6              1          3
      TOTAL         44            28         17          3           6              1          2

                         (Base Sizes: Air=709, Non-Internet=1274, TOTAL=1983)



Visitors who did not visit Downtown were asked to volunteer why (Figure 26).
Those who arrived by ground transportation (49%) were significantly more likely
than airline visitors (34%) to say they were not interested in Downtown or that
they prefered the Strip (4% vs. 2%). Airline visitors were significantly more likely
than those who arrived by ground transportation to say they were unfamiliar with
Downtown (26% vs. 12%).
Page 44                                                 Airline                 GLS Research
Las Vegas Visitor Profile                          Visitor Version         Calendar Year 2010




                                                 FIGURE 27
                                          Visits To Nearby Places*
                        15
                                                              14
                                        13                            13




                     P 10
                     E
                     R
                     C
                     E
                     N
                     T 5




                         0
                                      Airline              Ground    TOTAL


Visitors were asked if they visited any nearby places before or after their trip to
Las Vegas (Figure 27). Overall, 13% said they had visited nearby places, with
no significant difference between airline visitors and those who arrived by ground
transportation.




*   Only "yes" responses are reported in this chart.
GLS Research                                          Airline                                    Page 45
Calendar Year 2010                               Visitor Version                 Las Vegas Visitor Profile




                                               FIGURE 28
                                       Other Nearby Places Visited*
                           (Among Those Who Planned To Visit Other Places)

              75




    P         50
    E
    R
    C
    E
    N
    T         25




              0
                   Hoo- Grand            Zion    Bryce                            Mt.
                              Lake                     Red Laugh- Valley Death            Mes-
                    ver Can-             Natl.   Can-                            Charl-         Primm Other
                              Mead                     Rock  lin  of Fire Valley          quite
                   Dam   yon             Park     yon                            eston

        Air        59     58      15      4        1     12     2     3      3      3      0     1      1
        Ground     67     63      23      8        9     6      0     3      9      2      1     0      2
        TOTAL      64     61      20      6        6     9      1     3      7      2      1     1      2

                                 (Base Sizes: Air=189, Ground=291, TOTAL=480)



Visitors were asked what other nearby destinations they had visited, or planned
to visit (Figure 28). Overall, Hoover Dam (64%) and the Grand Canyon (61%)
were the most visited destinations. Airline visitors were significantly less likely
than those who arrived by ground transportation to visit Bryce Canyon (1% vs.
9%).




*   Multiple responses were permitted.
Page 46                                         Airline                                  GLS Research
Las Vegas Visitor Profile                  Visitor Version                          Calendar Year 2010




TRIP CHARACTERISTICS AND EXPENDITURES

The majority of all visitors (69%) traveled in parties of two (Figure 29). The
average party size was 2.4 people. Airline visitors (average of 2.4 adults) had a
significantly larger average party size than those who arrived by ground
transportation (2.3 adults).


                                          FIGURE 29
                                   Adults In Immediate Party
                75




            P 50
            E
            R
            C
            E
            N
            T 25




                 0
                        One                 Two           Three           Four           Five or more

            Airline         11               69              5                 9              7
            Ground          10               70              6                 12             2
            TOTAL           11               69              5                 11             4

                                 (Means: Airline=2.4, Ground=2.3, TOTAL=2.4)
GLS Research                                   Airline                                      Page 47
Calendar Year 2010                        Visitor Version                   Las Vegas Visitor Profile




                             FIGURE 30
            Whether Has Persons In Immediate Party Under Age 21*
                                        (Among All Visitors)

      12


                                                        10




   P 8
                                                                                      7
   E
   R
   C
   E
   N
   T 4
                       3




       0
                     Airline                         Ground                         TOTAL

                               *Only “yes” responses are reported in this figure.




Seven percent (7%) of visitors said they were traveling with people under the age
of 21 in their party (Figure 30). Airline visitors (3%) were significantly less likely
than visitors who arrived by ground transportation (10%) to say there were
people under the age of 21 in their party.
Page 48                                       Airline                            GLS Research
Las Vegas Visitor Profile                Visitor Version                    Calendar Year 2010




                                         FIGURE 31
                                        Nights Stayed
             40
    P
    E        30
    R
    C        20
    E
    N        10
    T
              0
                   Daytrip       One           Two           Three         Four   Five or more

         Airline      0            1             7            24           30         38
         Ground       1            9            27            29           18         16
         TOTAL        1            6            19            27           23         25

                             (Means: Airline=4.3, Ground=3.1, TOTAL=3.6)




                                         FIGURE 32
                                         Days Stayed
             40
     P
     E       30
     R
     C       20
     E
     N       10
     T
              0
                    One          Two           Three         Four          Five   Six or more

         Airline      0            1             7            24           30         38
         Ground       1            9            27            29           18         16
         TOTAL        1            6            19            27           23         25

                             (Means: Airline=5.3, Ground=4.1, TOTAL=4.6)



Airline visitors stayed significantly longer in Las Vegas (average of 4.3 nights and
5.3 days) than those who arrived by ground transportation (3.1 nights and 4.1
days) (Figures 31 and 32).
GLS Research                           Airline                             Page 49
Calendar Year 2010                Visitor Version          Las Vegas Visitor Profile




                                   FIGURE 33
                                  Day Of Arrival
              20




              15

           P
           E
           R
           C 10
           E
           N
           T
               5




               0
                     SUN    MON       TUE       WED      THU      FRI       SAT

          Airline    17      16        12           14   15       16         10
          Ground     14      14        12           13   18       19         10
          TOTAL      15      15        12           14   17       18         10




All respondents were asked on what day of the week they arrived in Las Vegas
(Figure 33). Visitors were most likely to arrive on a Friday (18%) or a Thursday
(17%). Those who arrived by ground transportation were significantly more likely
than airline visitors to arrive on a Thursday (18% vs. 15%).
Page 50                                       Airline                             GLS Research
Las Vegas Visitor Profile                Visitor Version                     Calendar Year 2010




                                         FIGURE 34
                                       Type Of Lodging
                              (Among Those Who Stayed Overnight)

               100




                75

             P
             E
             R
             C 50
             E
             N
             T
                25




                 0
                            Hotel              Motel        Friends/ relatives     RV park

            Airline          98                  1                  1                 0
            Ground           85                  7                  2                 6
            TOTAL            90                  5                  2                 3

                            (Base Sizes: Airline=1475, Ground=2102, TOTAL=3577)



As Figure 34 shows, airline visitors (98%) were significantly more likely than
those who arrived by ground transportation (85%) to have stayed in a hotel, and
less likely than those who arrived by ground transportation to have stayed in a
motel (1% vs. 7%), at an RV park (less than 1% vs. 6%), or with friends and
relatives (1% vs. 2%).
GLS Research                                            Airline                                       Page 51
Calendar Year 2010                                 Visitor Version                    Las Vegas Visitor Profile




                                               FIGURE 35
                                            Location Of Lodging
                                   (Among Those Who Stayed Overnight)

            100




             75

       P
       E
       R
       C     50
       E
       N
       T

             25




              0
                    Strip Corridor       Downtown           Boulder Strip      Outlying areas           Other

        Airline           92                   4                   0                   3                   1
        Ground            69                   7                   6                  15                   3
        TOTAL             79                   6                   3                  10                   2
                           (Base Sizes: Airline=1475, Ground=2102, TOTAL=3577)



In terms of lodging location, airline visitors (92%) were significantly more likely
than those who arrived by ground transportation (69%) to stay at a property on
the Strip Corridor* (Figure 35). Those who arrived by ground transportation were
more likely than airline visitors to say they stayed Downtown (7% vs. 4%), on the
Boulder Strip (6% vs. less than 1%), or in outlying areas (15% vs. 3%).




*   The Strip Corridor includes properties located directly on Las Vegas Boulevard South and between Valley View
    Boulevard and Paradise Road.
Page 52                                      Airline                               GLS Research
Las Vegas Visitor Profile               Visitor Version                       Calendar Year 2010




                                 FIGURE 36
                    How Booked Accommodations In Las Vegas
                    (Among Those Who Stayed In A Hotel/Motel/RV Park)
          60




     P    40
     E
     R
     C
     E
     N
     T    20




           0
                 Called                      Booked       Booked in                  Don't know -
                             Booked on a                               By phone -
                property                    through a     person at                   Booked by
                               website                                 third party
                directly                   travel agent    property                   someone

      Airline      24             47           21             0               3           6
      Ground       55             30            5             6               2           4
      TOTAL        42             37           11             3               2           5
                        (Base Sizes: Airline=1440, Ground=2025, TOTAL=3465)



Visitors who stayed at a hotel, motel, or in an RV park were asked how they, or
someone in their party, booked their accommodations in Las Vegas for their most
recent trip (Figure 36). Airline visitors were significantly more likely than those
who arrived by ground transportation to say they had booked their accommoda-
tions either online at a website (47% vs. 30%), through a travel agent (21% vs.
5%), or by phone through a third party (3% vs. 2%). By contrast, those who
arrived by ground transportation were more likely than airline visitors to say they
called the property directly (55% vs. 24%) or booked their accommodations in
person (6% vs. less than 1%).
GLS Research                                  Airline                                  Page 53
Calendar Year 2010                       Visitor Version               Las Vegas Visitor Profile




                                     FIGURE 37
                          Advance Booking Of Accommodations
                       (Among Those Who Stayed In A Hotel/Motel/RV Park)

          60




          45
     P
     E
     R
     C    30
     E
     N
     T
          15




           0
                                                                                     More than
                Same day     1-6 days   7-14 days 15-30 days 31-60 days 61-90 days
                                                                                      90 days

      Airline      0            2           8          52         23          6          9
      Ground       6            8          32          40          7          3          5
      TOTAL        4            5          22          45         13          4          7
                        (Base Sizes: Airline=1440, Ground=2025, TOTAL=3465)



Airline visitors booked their accommodations further in advance than those who
arrived by ground transportation (Figure 37). For example, 38% of airline visitors
booked their accommodations more than one month in advance compared to
15% of those who arrived by ground transportation. Visitors who arrived by
ground transportation were significantly more likely than airline visitors to have
booked their accommodations a month or less before their arrival (86% vs. 62%).
Page 54                                      Airline                              GLS Research
Las Vegas Visitor Profile               Visitor Version                      Calendar Year 2010




                                         FIGURE 38
                                     Type Of Room Rates
                            (Among Those Staying In A Hotel Or Motel)
          45




      P   30
      E
      R
      C
      E
      N
      T   15




           0
                             Casino
                                                   Conven-
                Regular      compli-    Package                Casino         Tour   Other rate
                                                     tion
                             mentary

      Airline     15            12         32          9          4            0         29
      Ground      29            18         3           5          4            1         40
      TOTAL       23            15         15          7          4            1         35
                       (Base Sizes: Airline=1440, Ground=1899, TOTAL=3339)


Looking at the type of room rates received by hotel/motel lodgers, visitors who
arrived by ground transportation were significantly more likely than airline visitors
to have paid a regular room rate (29% vs. 15%), a casino complimentary rate
(18% vs. 12%), or to have paid some other kind of rate (40% vs. 29%)
(Figure 38). As might be expected, airline visitors were significantly more likely
than those who arrived by ground transportation to say their accommodations
were part of a package deal (32% vs. 3%). Airline visitors were also more likely
than those who arrived by ground transportation to say they paid a convention
rate (9% vs. 5%).
GLS Research                              Airline                                  Page 55
Calendar Year 2010                   Visitor Version               Las Vegas Visitor Profile




                                    FIGURE 39
                                Package Purchasers
                       (Among Those Staying In A Hotel Or Motel)

         40


                      32

         30
      P
      E
      R
      C 20
      E                                                                    16
      N
      T
         10

                                                 4


          0
                     Airline                  Ground                     TOTAL
                         (Base Sizes: Airline=1440, Ground=1899, TOTAL=3339)




Airline visitors were significantly more likely than those who arrived by ground
transportation to be visiting Las Vegas as part of a tour group or package deal
(32% vs. 4%) (Figure 39).
Page 56                                       Airline                           GLS Research
Las Vegas Visitor Profile                Visitor Version                   Calendar Year 2010




                                      FIGURE 40
                              Cost Of Package Per Person
                            (Among Those Who Bought A Package)

          60




       P 40
       E
       R
       C
       E
       N
       T 20




           0
                 $0-$99      $100-$199      $200-$299      $300-$399   $400-$499 $500 or more

      Airline      1             0              3             16          24          55
      Ground       8             9             12              4          9           58
      TOTAL        2             1              5             14          22          56

                       (Base Sizes: Airline=460, Ground=68, TOTAL=529)
                    (Mean: Airline=$620.39, Ground=$855.10, TOTAL=$651.02)




We asked those who purchased either a hotel or a tour/travel group package
how much their package cost per person (Figure 40). The average package cost
was $651.02. Airline visitors ($620.39) paid significantly less for their package
than those who traveled to Las Vegas by other means ($855.10).
GLS Research                                     Airline                                  Page 57
Calendar Year 2010                          Visitor Version               Las Vegas Visitor Profile




                                      FIGURE 41
                         Where First Heard About The Package
                              (Among Those Who Bought A Package)

               70


               60


             50
           P
           E
           R 40
           C
           E 30
           N
           T 20


               10


                0
                                      Any                      Word-of-       Reser-
                     Travel agent                Internet ad                              Other
                                     website                    mouth      vation agent

           Airline       39             37           20           3             1           1
           Ground        63             2             4          20             4           7
           TOTAL         43             32           18           5             1           2

                              (Base Sizes: Airline=460, Ground=68, TOTAL=529)



Package purchasers were asked where they first heard about the package they
bought (Figure 41). Overall, 43% of visitors first heard about their rate through a
travel agent, 32% on a website, and 18% through an internet ad. Those who
arrived by ground transportation were significantly more likely than airline visitors
to have first heard about the package through a travel agent (63% vs. 39%) or by
word-of-mouth (20% vs. 3%), while those who arrived by air were more likely
than those who arrived by ground transportation to have first heard of the
package at a website (37% vs. 2%) or through an Internet ad (20% vs. 4%).
Page 58                                       Airline                               GLS Research
Las Vegas Visitor Profile                Visitor Version                       Calendar Year 2010




                                      FIGURE 42
                        Lodging Expenditures — Average Per Night
                      (Among Those Staying In A Hotel Or Motel/Non-Package)

                60




            P 40
            E
            R
            C
            E
            N
            T 20




                 0
                                                                      More than
                          $0-$35         $36-$50       $51-$100                        Not sure
                                                                        $100

            Airline          7             18              46             26              3
            Ground           9             24              51             15              1
            TOTAL            8             22              50             19              2

                            (Base Sizes: Airline=814, Ground=1497, TOTAL=2311)
                           (Means: Airline=$89.02, Ground=$74.64, TOTAL=$79.64)



We looked at lodging expenditures among visitors whose room was not part of a
travel package (Figure 42). Airline visitors paid significantly more for lodging
(average of $89.02) than those who arrived by ground transportation ($74.64).
GLS Research                                  Airline                                  Page 59
Calendar Year 2010                       Visitor Version               Las Vegas Visitor Profile




                                       FIGURE 43
                          How First Found Out About Room Rate
                    (Among Those Staying In A Hotel Or Motel/Non-Package)

           50



           40

   P
   E
           30
   R
   C
   E
   N       20
   T

           10



            0
                   Res.
                               Any                    Travel    Word-of-
                 agent/call             Internet ad                        Direct mail   Other
                              website                 agent      mouth
                    ctr.

       Airline      24          35          12         14          9           3           3
       Ground       44          30          12          3          6           3           1
       TOTAL        37          32          12          7          7           3           2

                         (Base Sizes: Airline=814, Ground=1497, TOTAL=2311)



Visitors were asked how they first found out about the room rate they paid
(Figure 43). Airline visitors were significantly more likely than those who arrived
by ground transportation to say they initially found out about their room rate
through a website (35% vs. 30%), through a travel agent (14% vs. 3%), or
through word of mouth (9% vs. 6%). Those who arrived by ground transportation
were more likely than airline visitors to say they first found out about the rate
through a reservations agent (44% vs. 24%).
Page 60                                      Airline                             GLS Research
Las Vegas Visitor Profile               Visitor Version                     Calendar Year 2010




                                       FIGURE 44
                                Number Of Room Occupants
                            (Among Those Staying In A Hotel Or Motel)


           90




   P       60
   E
   R
   C
   E
   N
   T       30




            0
                     One                    Two               Three            Four or more

       Airline        14                    80                  4                   3
       Ground         11                    75                  7                   7
       TOTAL          13                    77                  6                   5

                      (Base Sizes: Airline=1467, Ground=1927, TOTAL=3393)
                          (Means: Airline=2.0, Ground=2.1, TOTAL=2.0)



Looking only at visitors who stayed in a hotel or motel, airline visitors (80%) were
significantly more likely than those who arrived by ground transportation (75%) to
say two people stayed in their room (Figure 44). Airline visitors were also more
likely than those who arrived by ground transportation to say they were staying
alone (14% vs. 11%). By contrast, those who arrived by ground transportation
were more likely than airline visitors to say three or more people stayed in their
room (14% vs. 7%). The average number of room occupants was significantly
greater for those who arrived by ground transportation (average of 2.1 room
occupants) than for airline visitors (2.0).
GLS Research                                 Airline                                      Page 61
Calendar Year 2010                      Visitor Version                   Las Vegas Visitor Profile




                                    FIGURE 45
                    Average Trip Expenditures On Food & Drink —
                            And On Local Transportation
                    (Including Visitors Who Spent Nothing In That Category)


                                                                                     $332.41


       Food & Drink                                         $204.32


                                                                      $256.82



                                             $111.70
                                                                      Airline
 Local Transportation        $29.01                                   Ground
                                                                      TOTAL
                                  $62.87


                        $0            $100              $200                $300               $400
                                               Average Dollars Per Trip



Figure 45 shows the average trip expenditures on food and drink and on local
transportation including visitors who said they spent nothing in these categories.
The average expenditure for food and drink was significantly higher for airline
visitors ($332.41) than for those who arrived by ground transportation ($204.32).
Similarly, the average expenditure for local transportation was significantly
greater for airline visitors ($111.70) than for those who arrived by ground
transportation ($29.01).
Page 62                                          Airline                                 GLS Research
Las Vegas Visitor Profile                   Visitor Version                         Calendar Year 2010




                                    FIGURE 46
                    Average Trip Expenditures On Food & Drink —
                            And On Local Transportation
                        (Among Those Who Spent Money In That Category)


                                                                                         $332.42


       Food & Drink                                             $204.32


                                                                          $256.82



                                                $113.61
                                                                          Airline
 Local Transportation                 $66.92                              Ground
                                                                          TOTAL
                                            $95.47


                        $0               $100               $200                $300               $400
                                                  Average Dollars Per Trip

                                (Base Sizes, Food & Drink: Airline=1475, Ground=2126, TOTAL=3601)
                             (Base Sizes, Local Transportation: Airline=1450, Ground =921, TOTAL=2372)



Looking only at visitors who actually spent money in these categories, airline
visitors spent significantly more on food and drink (average trip expenditure of
$332.42) and local transportation ($113.61) than those who arrived by ground
transportation ($204.32 for food and drink and $66.92 for local transportation)
(Figure 46).
GLS Research                                     Airline                                  Page 63
Calendar Year 2010                          Visitor Version               Las Vegas Visitor Profile




                                           FIGURE 47
                                  Average Trip Expenditures On
                                Shopping, Shows, And Sightseeing
                       (Including Visitors Who Spent Nothing In That Category)


                                                                                  $168.75
      Shopping                                            $90.90
                                                                   $122.80

                                                 $71.73
        Shows                      $33.69
                                        $49.28
                                                                        Airline

                          $13.66                                        Ground
                                                                        TOTAL
    Sightseeing        $2.73
                        $7.21

                  $0                  $50                 $100           $150               $200
                                             Average Dollars Per Trip



Figure 47 shows average per trip expenditures on shopping, shows, and
sightseeing during the entire visit to Las Vegas, including visitors who said they
spent nothing in these categories. Airline visitors spent significantly more than
those who arrived by ground transportation in all three categories. Specifically,
airline visitors spent an average of $168.75 on shopping, $71.73 on shows, and
$13.66 on sightseeing. Among visitors who arrived by ground transportation, the
average totals spent were $90.90 on shopping, $33.69 on shows, and $2.73 on
sightseeing.
Page 64                                      Airline                                  GLS Research
Las Vegas Visitor Profile               Visitor Version                          Calendar Year 2010




                                       FIGURE 48
                              Average Trip Expenditures On
                            Shopping, Shows, And Sightseeing
                       (Among Those Who Spent Money In That Category)


                                                                                      $226.38
       Shopping                                                   $161.10
                                                                            $192.34

                                                       $126.45                   Airline
         Shows                                $97.49                             Ground
                                                                                 TOTAL
                                                 $112.92

                                                                  $164.32
    Sightseeing                                         $128.83
                                                              $154.77

                  $0        $45         $90            $135        $180          $225           $270
                                          Average Dollars Per Trip

                         (Base Sizes, Shopping: Airline=1100, Ground=1202, TOTAL=2302)
                           (Base Sizes, Shows: Airline=837, Ground=737, TOTAL=1573)
                          (Base Sizes, Sightseeing: Airline=123, Ground=45, TOTAL=168)



Among visitors who spent money in these categories (Figure 48), airline visitors
spent significantly more than those who arrived by ground transportation on
shopping, shows, and sightseeing. Specifically, airline visitors spent an average
of $226.38 for shopping, $126.45 on shows, and $164.32 on sightseeing.
Visitors who arrived by ground transportation spent an average of $161.10 for
shopping, $97.49 on shows, and $128.83 on sightseeing.
GLS Research                                Airline                                       Page 65
Calendar Year 2010                     Visitor Version                    Las Vegas Visitor Profile




GAMING BEHAVIOR AND BUDGETS

Eighty percent (80%) of all Las Vegas visitors gambled while in Las Vegas
(Figure 49). Airline visitors (85%) were significantly more likely to have gambled
than those who arrived by ground transportation (77%).


                                  FIGURE 49
                       Whether Gambled While In Las Vegas*
     100

                      85
                                                                                     80
                                                     77
      75

   P
   E
   R
   C 50
   E
   N
   T

      25




       0
                     Airline                       Ground                           TOTAL

                               *Only “yes” responses are reported in this figure.
Page 66                                       Airline                            GLS Research
Las Vegas Visitor Profile                Visitor Version                    Calendar Year 2010




                                    FIGURE 50
                        Hours Of Gambling — Average Per Day
                                  (Among Those Who Gambled)

            56




            42
        P
        E
        R
        C   28
        E
        N
        T
            14




             0
                  2 hours or                                                         More than
                                 3-4 hours    5-6 hours     7-8 hours   9-10 hours
                     less                                                            10 hours

        Airline      53             25            14            5               1        1
        Ground       51             24            15            8               2        0
        TOTAL        52             24            15            7               2        1

                          (Base Sizes: Airline=1260, Ground=1635, TOTAL=2895)
                              (Means: Airline=2.8, Ground=3.1, TOTAL=2.9)



Among those who gambled while in Las Vegas (Figure 50), those who arrived by
ground transportation spent more time gambling (average of 3.1 hours per day)
than airline visitors (2.8 hours).
GLS Research                                          Airline                                         Page 67
Calendar Year 2010                               Visitor Version                      Las Vegas Visitor Profile




                                            FIGURE 51
                                   Casino Game Played Most Often*
                                        (Among Those Who Gambled)

               75




          P
          E    50
          R
          C
          E
          N
               25
          T




                0
                                                                                             Other
                       Slot                        Video
                              Blackjack                          Poker         Craps         table    All other
                     machines                      poker
                                                                                            games

          Airline         69           13             6             5             2             3        2
          Ground          70           10             8             4             4             2        2
          TOTAL           70           11             7             4             3             3        2

                               (Base Sizes: Airline=1301, Ground=1704, TOTAL=3004)



Those who gambled on their current trip to Las Vegas were asked which casino
game they played the most often (Figure 51). Slots (70%) were mentioned the
most, followed at some distance by blackjack (11%), and video poker (7%).
Airline visitors were more likely than those who arrived by ground transportation
to say they played blackjack most often (13% vs. 10%).




*   These results are from 2009. This question is asked every other year and was not asked in 2010.
Page 68                                          Airline                              GLS Research
Las Vegas Visitor Profile                   Visitor Version                      Calendar Year 2010




                                         FIGURE 52
                                   Number Of Casinos Visited
          40




          30
      P
      E
      R
      C   20
      E
      N
      T
          10




           0
                                                                                    Seven   11 or
                None    One           Two      Three    Four      Five     Six
                                                                                    to 10   more

      Airline    0          4          5         6        8        8       10         38     21
      Ground     1          14         12       11       13       10       9          23      9
      TOTAL      0          9          9         9       11        9       10         29     14

                                 (Means: Air=8.0, Ground=5.4, TOTAL=6.4)



All visitors to Las Vegas were asked how many casinos they had visited on their
current trip (Figure 52). Airline visitors visited significantly more casinos on
average (8.0) than those who arrived by ground transportation (5.4).
GLS Research                               Airline                                   Page 69
Calendar Year 2010                    Visitor Version                Las Vegas Visitor Profile




                                 FIGURE 53
                      Number Of Casinos Where Gambled
         25



         20

     P
     E   15
     R
     C
     E
     N   10
     T

          5



          0
                                                                             Seven    11 or
               None   One       Two      Three    Four      Five      Six
                                                                             to 10    more

     Airline    15    12         14       12       10       11         9       13       4
     Ground     23    18         18       14        9        6         5        6       2
     TOTAL      20    16         17       13       10        8         7        8       3

                           (Means: Air=3.9, Ground=2.6, TOTAL=3.1)



All visitors to Las Vegas were asked in how many casinos they had gambled on
their current trip (Figure 53). Airline visitors gambled in significantly more
casinos on average (3.9) than those who arrived by ground transportation (2.6).
Page 70                                                 Airline                                    GLS Research
Las Vegas Visitor Profile                          Visitor Version                            Calendar Year 2010




                                              FIGURE 54
                                     Main Reason For Not Gambling*
                                      (Among Those Who Did Not Gamble)
           50



           40

         P
         E
           30
         R
         C
         E
         N 20
         T

           10



             0
                  Not inter-                Not                          Religious Don't like
                             Don't like             Can't                                     Have kids It's a bad
                   ested/                 enough             Too risky    objec-   environ-                          Other
                              losing               afford it                                   w ith us     habit
                   boring                   time                           tions     ment

        Airline      44         24         10         5         6           5          2          2          2         1
        Ground       36         22         15         7         5           5          6          2          2         1
        TOTAL        39         22         13         7         5           5          4          2          2         1

                                 (Base Sizes: Air=205, Ground=337, TOTAL=541)



Visitors who did not gamble were asked why (Figure 54). The largest numbers of
these visitors said they were not interested in gambling or found it boring (39%).
Another 22% said they didn’t like losing, while 13% said they didn’t have enough
time for gambling, and 7% said they could not afford to gamble. There were no
significant differences between airline visitors and those who arrived by ground
transportation on this measure.




*   These results are from 2008. This question is not asked every year and was not asked in 2009-2010.
GLS Research                                Airline                                 Page 71
Calendar Year 2010                     Visitor Version              Las Vegas Visitor Profile




                                        FIGURE 55
                                   Trip Gambling Budget
                                  (Among Those Who Gambled)

           25



           20

       P
       E 15
       R
       C
       E 10
       N
       T
            5



            0
                           $100-      $200-    $300-     $400-    $500-       $600 or
                 $0-$99                                                               Not sure
                           $199       $299     $399      $499     $599         more

       Airline     15        16        15       10         7        12          22       3
       Ground      16        21        15       12         7        10          16       3
       TOTAL       16        19        15       11         7        11          19       3

                       (Base Sizes: Airline=1260, Ground=1635, TOTAL=2895)
                     (Means: Airline=$534.68, Ground=$413.14 TOTAL=$466.20)



Airline visitors had significantly larger gambling budgets than those who arrived
by ground transportation. Specifically, airline visitors said they had budgeted an
average of $534.68 for gambling compared to an average of $413.14 for those
who arrived by ground transportation (Figure 55).
Page 72                                               Airline                                     GLS Research
Las Vegas Visitor Profile                        Visitor Version                             Calendar Year 2010




                                             FIGURE 56
                                        Where Visitors Gambled*
                                        (Among Those Who Gambled)

                   100



                    80


               P
               E    60
               R
               C
               E    40
               N
               T

                    20



                     0
                                                                                    North Las
                          Strip Corridor       Downtown        Boulder Strip                          Outlying areas
                                                                                     Vegas

               Airline           96                34                 2                  1                  0
               Ground            84                25                 11                 3                  1
               TOTAL             89                29                 7                  2                  1

                                         *Multiple responses were permitted.
                               (Base Sizes: Airline=1301, Ground=1704, TOTAL=3004)



As Figure 56 shows, airline visitors were significantly more likely than those who
arrived by ground transportation to gamble on the Strip Corridor (96% vs. 84%)
or Downtown (34% vs. 25%). Those who arrived by ground transportation were
more likely than those who arrived by airline to have gambled on the Boulder
Strip (11% vs. 2%) or in North Las Vegas (3% vs. 1%).




*   These results are from 2009. This question is asked every other year and was not asked in 2010.
GLS Research                                 Airline                                   Page 73
Calendar Year 2010                      Visitor Version                Las Vegas Visitor Profile




                                    FIGURE 57
                       Likelihood Of Visiting Las Vegas With
                     More Places To Gamble Outside Las Vegas
            75




       P    50
       E
       R
       C
       E
       N
            25
       T




              0
                  Much mor e       S omewha t                       So mewhat        Much less
                                                  No differe nce
                    likely         mor e likely                     le ss likely       likely
       Airlin e        9               23               67               0                   0
       Gro und        10               26               64               0                   0
       TOTAL          10               25               65               0                   0




All visitors to Las Vegas were asked the following question:
      Now that there are more places to gamble outside of Las Vegas, do you feel you are
      more likely or less likely to visit Las Vegas, or does it make no difference in your
      decision to visit Las Vegas?

As Figure 57 shows, nearly two-thirds (65%) of all visitors said that having other
places to gamble made no difference in their decision to visit Las Vegas. About
one-third (35%) said they were “much more” or “somewhat more” likely to visit
Las Vegas because there were other places to gamble outside the area. Less
than 1% of visitors said they were “somewhat” or “much less” likely to visit.
There were no significant differences between airline visitors and those who
arrived by ground transportation on this measure.
Page 74                                     Airline                                     GLS Research
Las Vegas Visitor Profile              Visitor Version                             Calendar Year 2010




ENTERTAINMENT


During their stay in Las Vegas, 68% of visitors saw at least one show (Figure 58).
Airline visitors (79%) were significantly more likely than those who arrived by
ground transportation (60%) to go to a show.


                                      FIGURE 58
                               Entertainment Attendance
      90

                      79


                                                                                       68

                                                     60
   P 60
   E
   R
   C
   E
   N
   T
     30




       0
                    Airline                        Ground                            TOTAL

                              *Only “yes” responses are reported in this figure.
GLS Research                                Airline                                  Page 75
Calendar Year 2010                     Visitor Version               Las Vegas Visitor Profile




                                      FIGURE 59
                                Types Of Entertainment*
                (Among Those Who Attended Some Form Of Entertainment)
         80




         60
     P
     E
     R
     C   40
     E
     N
     T
         20




          0
                            Production &                              Imperson-
               Headliners                Lounge acts     Comedy                      Magic
                             Broadway                                ators/tribute

     Airline      21             39           67            19               5         8
     Ground       15             25           65            16               4         4
     TOTAL        18             32           66            17               4         6
                                    *Multiple responses permitted.
                       (Base Sizes: Airline=1159, Ground=1279, TOTAL=2438)



Among those who attended shows, airline visitors were significantly more likely
than those who arrived by ground transportation to attend Las Vegas style
production shows (39% vs. 25%), shows featuring big-name entertainers (21%
vs. 15%), and magic shows (8% vs. 4%) (Figure 59).
Page 76                                       Airline                               GLS Research
Las Vegas Visitor Profile                Visitor Version                       Calendar Year 2010




                                      FIGURE 60
                           Average Number Of Shows Attended*
                 (Among Those Who Attended Some Form Of Entertainment)
         2.0




         1.5




         1.0




         0.5




         0.0
                              Production-                               Imperson-
                                                           Comedy
                Headliners     Broadway Lounge acts                    ators/tribute Magic shows
                                                            shows
                                shows                                     shows

      Airline      1.1            1.3           1.9           1.2          1.1           1.0
      Ground       1.0            1.2           1.5           1.1          1.1           1.0
      TOTAL        1.1            1.2           1.7           1.1          1.1           1.0

                                      *Multiple responses permitted.
                         (Base Sizes: Airline=1159, Ground=1279, TOTAL=2438)



We looked at the average number of times visitors attended each type of show
among those who attended shows of that type (Figure 60). Airline visitors saw
significantly more lounge acts (1.9 vs. 1.5), headliners (1.1 vs. 1.0), comedy
shows (1.2 vs. 1.1), and production shows (1.3 vs. 1.2) than did those who
arrived by ground transportation.
GLS Research                                         Airline                                     Page 77
Calendar Year 2010                              Visitor Version                  Las Vegas Visitor Profile




                                       FIGURE 61
                          Main Reason For Not Attending Any Shows
                                (Among Those Who Attended No Shows)
           64




           48
    P
    E
    R
    C      32
    E
    N
    T
           16




             0
                   Too busy/     Not                              Seen                     Visiting
                                         Came to       Too                 Don't like to
                  not enough interested                         everything                  w ith     Other
                                        gamble only expensive               go alone
                      time    in show s                          already                   children

        Airline      59          22         6           8           2            1            1         2
        Ground       61          23         2           5           3            1            2         3
        TOTAL        61          23         3           6           3            1            2         2

                               (Base Sizes: Air=316, Ground=846, TOTAL=1163)



Visitors who did not attend any shows while in Las Vegas were asked why
(Figure 61). The majority (61%) said it was because they were too busy to see a
show. Airline visitors were significantly more likely than those who arrived by
ground transportation to say it was because they came to Las Vegas only to
gamble (6% vs. 2%).
Page 78                                      Airline                                    GLS Research
Las Vegas Visitor Profile               Visitor Version                            Calendar Year 2010




                                 FIGURE 62
                   Whether Has Been To Other Paid Attractions*
     30



                     24


                                                                                       20
   P 20                                              18
   E
   R
   C
   E
   N
   T
     10




      0
                    Airline                       Ground                             TOTAL

                              *Only “yes” responses are reported in this figure.




We asked visitors if during their current trip to Las Vegas they had been to other
Las Vegas attractions for which they had to pay, such as theme parks, water
parks, or virtual reality rides (Figure 62). Twenty percent (20%) of all visitors said
they had, with airline visitors (24%) significantly more likely to have done so than
those who arrived by ground transportation (18%).
GLS Research                                    Airline                                  Page 79
Calendar Year 2010                         Visitor Version               Las Vegas Visitor Profile




                                    FIGURE 63
                  Whether Has Been To Nightclubs, Bars, And Lounges

          50



          40

      P
      E   30
      R
      C
      E
      N   20
      T

          10



              0
                  Hotel bar or lounge, Hotel nightclub with Free-standing bar or  Free-standing
                        no cover              cover           lounge, no cover nightclub with cover

      Airline             47                   6                    9                   0
      Ground              34                   4                    7                   0
      Total               39                   5                    8                   0



We asked visitors if they visited nightclubs, bars, or lounges while in Las Vegas
(Figure 63). Airline visitors were significantly more likely than those who arrived
by ground transportation to say they had been to a hotel bar or lounge with no
cover charge (47% vs. 34%) or a nightclub in a hotel with a cover charge (6% vs.
4%).
Page 80                                               Airline                                   GLS Research
Las Vegas Visitor Profile                        Visitor Version                           Calendar Year 2010




                                               FIGURE 64
                                           Whether Played Golf*
        1.5




                              1                                 1                                  1
    P 1.0
    E
    R
    C
    E
    N
    T
      0.5




        0.0
                           Airline                           Ground                             TOTAL

                                     *Only “yes” responses are reported in this figure.




We asked visitors if they had played golf during their current visit to Las Vegas.
Just 1% of all visitors said they had, with no significant difference between the
subgroups (Figure 64).




*   These results are from 2007. This question is not asked every year and was not asked in 2008-2010.
GLS Research                               Airline                                      Page 81
Calendar Year 2010                    Visitor Version                   Las Vegas Visitor Profile




                                   FIGURE 65
                               Whether Visited A Spa
     6


                     5




   P 4
   E
   R                                                                              3
   C
   E
   N
   T
     2


                                                   1




     0
                 Airline                        Ground                          TOTAL

                           *Only “yes” responses are reported in this figure.




Visitors were asked if they had visited a spa during this trip to Las Vegas. Three
percent (3%) said they had (Figure 65). Airline visitors (5%) were significantly
more likely than those who arrived by ground transportation (1%) to say they had
visited a spa.
Page 82                               Airline                            GLS Research
Las Vegas Visitor Profile        Visitor Version                    Calendar Year 2010




ATTITUDINAL INFORMATION

Most visitors (94%) said that they were “very satisfied” with their visit to
Las Vegas (Figure 66). Those who arrived by ground transportation (95%) were
significantly more likely than airline visitors (93%) to say they were “very
satisfied” with their visit.



                                  FIGURE 66
                             Satisfaction With Visit



    90




 P
 E 60
 R
 C                  93                     95                           94
 E
 N
 T                                                 Very satisfied
    30                                             Somewhat satisfied




                     6                     4                            5
     0
                   Airline              Ground                       TOTAL
GLS Research                                       Airline                                       Page 83
Calendar Year 2010                            Visitor Version                    Las Vegas Visitor Profile




                                      FIGURE 67
                           Why Not Completely Satisfied With Visit
                          (Among Those Who Were “Somewhat” Satisfied)

          30




          20
 P
 E
 R
 C
 E
 N
 T
          10




           0      Hotel             Too                Not a                     Hard to   Prob-
                         Trip was                                Bad       Too                       Don't
                  com-             expen-   Too hot    plea-                       get   lems w/             Other
                         too short                              weather crowd-ed                   like LV
                 plaints            sive              sure trip                  around LV trip

       Airline    27        9         13      12         2        4       7        5        3         4       16
       Ground     16       22         9        5        13       10       7        4        4         2       10
       TOTAL      22       15         11       9         7        7       7        4        3         3       12


                                (Base Sizes: Internet Air=84, Non-Internet=85, TOTAL=169)



Visitors who were not completely satisfied with their visit were asked to volunteer
why (Figure 67). More than one in five (22%) had hotel complaints, 15% said
their trip was too short, and 11% said they think Las Vegas is too expensive.
There were no significant differences between the subgroups on this measure.
Page 84                                       Airline                              GLS Research
Las Vegas Visitor Profile                Visitor Version                      Calendar Year 2010




                                     FIGURE 68
                   Likelihood Of Returning To Las Vegas Next Year

          45




 P        30
 E
 R
 C
 E
 N
 T        15




           0
                                                                                      Definitely will
                Definitely will   Probably will   Might/might not Probably will not
                                                                                           not

      Airline         23               30               24               19                  5
      Ground          41               32               14                9                  5
      TOTAL           34               31               18               13                  5



Visitors were asked how likely they are to return to Las Vegas the following year
(Figure 68), and two-thirds (65%) said they “definitely” or “probably” will. Those
who arrived by ground transportation (73%) were significantly more likely than
airline visitors (53%) to say they “definitely” or “probably” will return. Airline
visitors were more likely than those who arrived by ground transportation to say
they “might or might not” return (24% vs. 14%) or “definitely” or “probably” will not
(24% vs. 14%).
GLS Research                                 Airline                                   Page 85
Calendar Year 2010                      Visitor Version                Las Vegas Visitor Profile




                                  FIGURE 69
                Likelihood Of Recommending Las Vegas To Others

         50



         40

 P
 E
         30
 R
 C
 E
 N       20
 T

         10



          0
                                                                                     Definitely will
               Definitely will   Probably will   Might/might not Probably will not
                                                                                          not

     Airline         46               49                5                0                 0
     Ground          46               42                8                4                 0
     TOTAL           46               45                7                3                 0



Visitors were also asked how likely they are to recommend Las Vegas to others
(Figure 69), and most (91%) said they “definitely” or “probably” will recommend
Las Vegas. Airline visitors (49%) were significantly more likely than those who
arrived by ground transportation (42%) to say they “probably” will recommend
Las Vegas. Those who arrived by ground transportation were more likely than
airline visitors to say they “might or might not” recommend Las Vegas (8% vs.
5%) or “probably will not” (4% vs. less than 1%).
Page 86                                  Airline                      GLS Research
Las Vegas Visitor Profile           Visitor Version              Calendar Year 2010




VISITOR DEMOGRAPHICS

Airline visitors were significantly more likely than those who arrived by ground
transportation to be (Figure 70 and Figure 71):

       •   Employed (72% vs. 62%).

       •   College graduates (51% vs. 46%).

       •   From 50 to 59 years old (22% vs. 17%).

       •   Earning $80,000 or more (44% vs. 39%).

       •   White (89% vs. 84%).

       •   From U.S. regions other than the West (55% vs. 10%).

       •   Foreign visitors (25% vs. 13%).

Those who came to Las Vegas by means other than air were significantly more
likely than airline visitors to be:

       •   Retired (30% vs. 22%).

       •   With some college education (26% vs. 22%).

       •   65 years old or older (22% vs. 16%).

       •   Earning less than $80,000 (52% vs. 46%).

       •   Hispanic/Latino (7% vs. 3%).

       •   From the Western region of the United States (77% vs.
           20%), particularly California (48% vs. 6%) and Arizona (11%
           vs. 1%).
GLS Research                              Airline                             Page 87
Calendar Year 2010                   Visitor Version          Las Vegas Visitor Profile




                                       FIGURE 70
                              VISITOR DEMOGRAPHICS

                                              Airline   Ground        TOTAL

         GENDER
           Male                                 49%      51%            50%
           Female                               51       49             50
         MARITAL STATUS
           Married                              79       78             79
           Single                               14       15             14
           Separated/Divorced                    5        5              5
           Widowed                               2        3              2
         EMPLOYMENT
           Employed                             72       62             66
           Unemployed                            2        2              2
           Student                               2        3              3
           Retired                              22       30             27
           Homemaker                             3        3              3
         EDUCATION
           High school or less                  23       23             23
           Some college                         22       26             24
           College graduate                     51       46             48
           Trade/vocational school               4        5              5
         AGE
           21 to 29                             10        10            10
           30 to 39                             18        20            19
           40 to 49                             24        23            23
           50 to 59                             22        17            19
           60 to 64                             10         9             9
           65 or older                          16        22            20
           MEAN                                48.8      49.4          49.2
      BASE                                    (1475)    (2126)         (3601)
Page 88                                               Airline                                   GLS Research
Las Vegas Visitor Profile                        Visitor Version                           Calendar Year 2010




                                                   FIGURE 71
                                         VISITOR DEMOGRAPHICS

                                                             Airline          Ground            TOTAL

             ETHNICITY
                White                                          89%               84%               86%
                African American/Black                          4                 5                 5
                Asian/Asian American                            3                 3                 3
                Hispanic/Latino                                 3                 7                 6
                Other                                           1                 1                 1
             HOUSEHOLD INCOME
                Less than $20,000                               1                 1                 1
                $20,000 to $39,999                              7                 6                 7
                $40,000 to $59,999                             16                19                17
                $60,000 to $79,999                             22                26                24
                $80,000 to $99,999                             17                16                16
                $100,000 or more                               27                23                24
                Not sure/no answer                             10                10                10
             VISITOR ORIGIN
                U.S.A.                                         75                87                82
                 Eastern states*                               12                 2                 6
                                 †
                 Southern states                               20                 4                11
                                    ‡
                 Midwestern states                             23                 4                12
                                §
                 Western states                                20                77                54
                    California                                  6                48                30
                       Southern California                      3                42                26
                       Northern California                      3                 5                 4
                    Arizona                                     1                11                 7
                    Other West                                 13                18                16
                Foreign                                        25                13                18
         BASE                                                (1475)            (2126)            (3601)




*   Eastern states: Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New
    Jersey, New York, Pennsylvania, Rhode Island, and Vermont.
†   Southern states: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma,
    South Carolina, Tennessee, Texas, Virginia, and West Virginia.
‡   Midwestern states: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio,
    South Dakota, and Wisconsin.
§   Western states: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada (excluding Clark County),
    New Mexico, Oregon, Utah, Washington, and Wyoming.

				
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