DAYTONA BEACH VISITOR PROFILE by wuyunyi

VIEWS: 15 PAGES: 32

									DAYTONA BEACH VISITOR
PROFILE
July 2010




Prepared for The Halifax Area Advertising Authority

By:
Table of Contents


OUT OF STATE VISITORS .......................................................................................................... 1
  July, 2010 Daytona Beach Visitor Profile .................................................................................. 1
  Satisfaction with Daytona Beach .............................................................................................. 10
FLORIDA VISITORS .................................................................................................................. 16
  July, 2010 Daytona Beach Visitor Profile ................................................................................ 16
  Satisfaction with Daytona Beach .............................................................................................. 24
JULY 2010 DAYTONA BEACH POINTS OF ORIGIN ............................................................ 30




                                                                                                                                    ii
OUT OF STATE VISITORS
July, 2010 Daytona Beach Visitor Profile


         For 36% of the out of state visitors, this was their first visit ever to the Daytona Beach
          Resort Area.
         94% of the repeat out of state visitors have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         62% of the repeat out of state visitors have stayed in the same lodging before.

                                                      FIRST TIME VISITORS

                          100


                          80
                PERCENT




                          60


                          40                    30                               32

                          20


                           0
                                          JULY 2009                        JULY 2010

                                Includes total group of visitors from Florida and out of state.




                                                                                                       1
               REASONS FOR OUT OF STATE VISITORS TO
                  CHOOSE DAYTONA BEACH WERE:
                             FISHING          1
                                GOLF          2
               MEETING/CONVENTION             2
             PERSONAL EVENT/OTHER              3
         STOPOVER/GOING ELSEWHERE               4
                    TIMESHARE DEAL               6
                          BUSINESS                7
                         SPEEDWAY                     11
        CLOSE TO MAJOR ATTRACTIONS                         16
                     CLOSE TO HOME                               29
          FAMILY/FRIENDS IN THE AREA                                  38
                            WEATHER                                                 55
      BEEN TO DAYTONA BEACH BEFORE                                                        63
                              BEACH                                                              74
                                             0              20         40                60           80        100
                                                                         PERCENT




            REASONS FOR VISITORS TO CHOOSE DAYTONA
                         BEACH WERE:
                      JULY 2009                                                      JULY 2010

                                     1
                        FISHING 0
                                         3
       PERSONAL EVENT/OTHER                   6
                                             5
               TIMESHARE DEAL                5
                                     2
   STOPOVER/GOING ELSEWHERE           3
                                      3
                          GOLF        3
                                                  11
  CLOSE TO MAJOR ATTRACTIONS                       13
                                             5
          MEETING/CONVENTION             3
                                                                                    50
               CLOSE TO HOME                                                   45
                                                   11
       DAYTONA USA/SPEEDWAY                         12
                                                  10
                      BUSINESS                      12
                                                                                                 65
BEEN TO DAYTONA BEACH BEFORE                                                                   62
                                                                        38
    FAMILY/FRIENDS IN THE AREA                                        35
                                                                        38
                      WEATHER                                             41
                                                                                                64
                         BEACH                                                                 63

                                 0                         20           40          60                     80         100
                                                                             PERCENT


                 Includes total group of visitors from Florida and out of state.




                                                                                                                        2
                OUT OF STATE VISITORS REMEMBER
              SEEING ADS FOR DAYTONA BEACH IN/ON:

     EDUCATIONAL INSTITUTION            0
                    BILLBOARDS          1
                   NEWSPAPERS           3
                     TELEVISION             10
                    BROCHURES                16
                     MAGAZINES                   20
                    SAW NO ADS                                  44
                       INTERNET                                  49
                                    0            20        40             60        80     100
                                                            PERCENT
   56% of the out of state visitors asked for information before coming.
   57% used the Internet to plan their trip to Daytona Beach.
   53% used the Internet to choose a place to stay.
   52% used the Internet to make reservations.
   58% used the Internet for other purposes regarding this trip to Daytona Beach such as:
    finding general information about the area, lodging information/reservations, traveling
    directions/maps, car rental information/reservations, and/or flight
    information/reservations.



                           TRAVEL WEBSITES USED BY
                            OUT OF STATE VISITORS:
                        YAPTA       3
              YAHOO TRAVEL              9
              CHEAP FLIGHTS             12
                   PRICELINE             13
                       ORBITZ             17
                       KAYAK                20
                TRAVELOCITY                  25
                         NONE                25
                      EXPEDIA                  27
                TRIP ADVISOR                    29
                     GOOGLE                           38
                                0           20        40             60        80        100
                                                       PERCENT




                                                                                                 3
         OUT OF STATE VISITORS USED TRAVEL
                   WEBSITES FOR:

             BUY PACKAGES                   20

             FIND PACKAGES                    24
               BOOK HOTELS                                   51
          RESEARCH HOTELS                                    53
       BOOK AIRLINE FLIGHTS                                   55
RESEARCH FLIGHTS AND PRICES                                   57
                                0        20        40             60        80         100
                                                   PERCENT




            TRAVEL WEBSITES USED BY
        OUT OF STATE VISITORS FOR HOTELS:
         TRAVELOCITY        2
           MOBISSIMO        3
       YAHOO TRAVEL          5
          HOTELS.COM         5
         TRIP ADVISOR         6
              GOOGLE           8
          TRAVEL.COM           10
             HOTWIRE           11
VARIOUS HOTEL CHAINS                21
            PRICELINE               22
               ORBITZ                24
               KAYAK                   29
                        0           20       40         60             80        100
                                              PERCENT




                                                                                             4
                         TRAVEL WEBSITES USED BY
                    OUT OF STATE VISITORS FOR AIRLINES:


                       US AIR       4



                       DELTA            8


              ANY/ALL OUT OF                     24
                THEIR AREA


                                0           20        40    60        80   100
                                                       PERCENT

 50% of the out of state visitors are on Facebook
     o 53% use Facebook to let friends know what is new, 57% to see what is new with
        their friends, and 50% to talk about activities/vacations.
 12% of the out of state visitors use Twitter.



 30% of the out of state visitors take more than one vacation per year.

                    OUT OF STATE VISITORS WHO TAKE MORE
                     THAN ONE VACATION PER YEAR, GO IN:
              100       99

              80
                                                 72
    PERCENT




              60
                                                                 49
                                                                             45
              40


              20


               0
                      SUMMER                WINTER          SPRING         FALL




                                                                                       5
                 OUT OF STATE VISITORS WHO TAKE MORE THAN
                  ONE VACATION PER YEAR ALSO VACATION IN:
                                     MEXICO     1
                                      HAWAII    1
              OTHER AREAS OUTSIDE THE USA       2
                                  CARIBBEAN      5
                                       CA/AZ     5
    N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)      9
               WEST IN GENERAL (EXC. CA/AZ)       9
                      MOUNTAINS IN GENERAL         14
                        BEACHES IN GENERAL          18
                    OTHER AREAS IN THE USA            23
              S.E. IN GENERAL (GA,SC,NC,ETC.)         25
                      NO USUAL DESTINATION                           45
                        FLORIDA IN GENERAL                                54
                                                0         20        40     60       80   100
                                                                    PERCENT
 57% of the out of state visitors have taken another warm weather vacation in the past five
  years.




              OUT OF STATE VISITORS WHO HAVE TAKEN
           ANOTHER WARM WEATHER VACATION IN THE PAST
                    5 YEARS ALSO VACATION IN:

                              MEXICO        3
                     MYRTLE BEACH           5
                               HAWAII       6
   OTHER AREAS OUTSIDE THE USA              6
                         CARIBBEAN                  15
                                CA/AZ               17
                             FLORIDA                                      60
     OTHER AREAS INSIDE THE USA                                                68
                                        0            20        40         60        80   100
                                                               PERCENT




                                                                                               6
                 THE DECISION TO VISIT DAYTONA BEACH FOR
                   OUT OF STATE VISITORS WAS MADE BY:

                    WIFE     0

                 HUSBAND     0

                  FRIENDS        8

           SELF(SINGLE)          12

                   FAMILY            17

HUSBAND AND WIFE                                                 63
                            0         20       40           60          80      100
                                                    PERCENT




                   OUT OF STATE VISITORS SAID THEIR
                         VACATION WAS FOR:
           100


           80
 PERCENT




           60

                      42                  40
           40


           20
                                                       10                8
             0
                    FAMILY       HUSBAND AND SELF(SINGLE)             FRIENDS
                                    WIFE




                                                                                      7
                                DAYTONA BEACH VACATION WAS FOR:
                                     JULY 2009                                       JULY 2010

                           100


                               80
                PERCENT

                               60

                                             44                           40
                               40      39
                                                                                34
                               20
                                                          9 9                               11 11
                               0
                                    HUSBAND AND        FRIENDS            FAMILY         SELF(SINGLE)
                                       WIFE
                                      Includes total group of visitors from Florida and out of state.




                          THE MOST CONVENIENT/ONLY TIME OUT OF
                              STATE VISITORS VACATION, IS IN:

                     100


                          80

                                      61
      PERCENT




                          60
                                                     47
                          40


                          20
                                                                    10
                                                                                     2              2
                          0
                                    SUMMER        DOESN'T       WINTER         SPRING           FALL
                                                  MATTER

 The average party size for out of state visitors was 2.9.
 22% of out of state visitors traveled with children age 12 and younger.
 23% of out of state visitors traveled with teenagers.




                                                                                                        8
                   VISITORS THAT TRAVELED WITH CHILDREN AND/OR
                                 TEENAGERS WERE:
                          JULY 2009                                   JULY 2010

                  100


                  80
        PERCENT



                  60


                  40
                                  22       19                      21
                  20                                                         15

                   0
                         TRAVELED WITH CHILDREN            TRAVELED WITH TEENAGERS

                        Includes total group of visitors from Florida and out of state.




 30% traveled with friends/relatives; 36% met friends/relatives in Daytona Beach.
 Out of state visitors said additional reasons to take a trip are: 15% said government/
  company business, 7% said convention/trade show, and 7% said to meet a cruise.
 24% of out of state visitors traveled by air, and 76% by auto.
 For those out of state visitors that traveled by air:
     o 33% landed in Daytona Beach.
     o 67% landed in Orlando.
 11% of the out of state visitors that flew into Orlando said that it was inconvenient.


                  THE MAIN DESTINATION FOR OUT OF STATE
                              VISITORS WAS:

   EAST COAST OF FLORIDA IN GENERAL                    2
                                 SOUTH FLORIDA         3
                           FLORIDA IN GENERAL          4
                                        ORLANDO            14
                                DAYTONA BEACH                                      77
                                                   0        20     40       60      80    100
                                                                    PERCENT




                                                                                                9
         The average number of days out of state visitors spent away from home was 6.5.
         The average number of days spent in Daytona Beach was 4.5.
         The average amount of money spent in Daytona Beach per day, without lodging, by out
          of state visitors’ immediate party was between $110 and $120.
         95% of the out of state visitors made advanced reservations, with the average time in
          advance being between 2 months and 3 months.
         30% of out of state visitors did not use a professional travel service.
              o 54% used an Internet travel service.
              o 13% used a travel agent.
              o 1% used an auto club.
              o 1% used a time share promo.




Satisfaction with Daytona Beach

                     OUT OF STATE VISITORS FOUND DAYTONA
                                 BEACH TO BE:


                       MORE EXPENSIVE        3



                        LESS EXPENSIVE       6


                          ABOUT WHAT I                                     91
                           EXPECTED


                                         0       20    40     60     80    100
                                                       PERCENT


         While in Daytona Beach, 48% of the out of state visitors took advantage of a room with a
          kitchenette.
         8% of the out of state visitors paid the fee to drive or park on the beach.
         9% of the out of state visitors paid the fee to park in the parking garage.




                                                                                                10
              OUT OF STATE VISITORS SAID THAT
                   DAYTONA BEACH WAS:
            IMPORTANT FOR PLAYING GOLF         2
         FULL OF ACTIVITIES/THINGS TO DO                                         94
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY
                                                                                97
     A GOOD VALUE FOR THE MONEY SPENT                                           97
                 A FAMILY ORIENTED AREA                                              98
                   CLEAN AND BEAUTIFUL                                               100
EASY ACCESS TO THE BEACH FROM MY HOTEL                                               100
                                           0       20        40      60    80        100
                                                             PERCENT




         IN DECIDING ON DAYTONA BEACH, OUT OF
                   STATE VISITORS SAID:

 BEING ABLE TO DRIVE ON THE BEACH                  7
          WAS IMPORTANT


       THE BEACH WOULD BE MORE                              28
     ENJOYABLE WITHOUT CARS ON IT


  BEING NEAR TOURIST ATTRACTIONS                             33
          WAS IMPORTANT


   BEING WITHIN A DAYS TRAVEL WAS                                               83
             IMPORTANT

                                               0       20    40      60    80        100
                                                                 PERCENT




                                                                                           11
               OUT OF STATE VISITORS SAID THAT
                    DAYTONA BEACH WAS:


   HIGHLY RECOMMENDED BY FRIENDS                               44
            BEFORE I CAME

         SO ENJOYABLE I'LL DEFINITELY
                  RETURN
                                                                          79

  A GOOD PLACE TO GET SOME PEACE
            AND QUIET
                                                                               95

  VERY WELCOMING TO TOURISTS AND                                                    100
            VISITORS

                                                  0     20    40    60    80        100
                                                              PERCENT




                ON PLEASURE TRIPS OUT OF STATE
                          VISITORS:
PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS       5
                             USUALLY PLAY GOLF         11
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                        15
    PREFER THE MORE ECONOMICAL HOTELS/MOTELS                  33
                    OFTEN TRAVEL WITH CHILDREN                35
       REALLY LIKE TO RETURN TO FAMILIAR PLACES                     55
          GENERALLY PREFER BEACH DESTINATIONS                       55
      REALLY STICK TO A BUDGET WHEN EATING OUT                            69
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                        91
       LOOK FOR ESCAPE, RELAXATION, CHANGE OF
            SCENERY, EDUCATIONAL ASPECTS                                              100
                                                  0      20    40    60        80         100
                                                               PERCENT




                                                                                                12
 Magazines received and read by members of out of state visitors’ households are:

   49%    No magazines                                      6%   US News & World Report
   19%    AAA Magazine                                      5%   Better Homes & Garden
   17%    Readers Digest                                    5%   Good Housekeeping
   11%    Ladies Home Journal                               5%   Family Circle
   11%    People Magazine                                   5%   Southern Living
   10%    Modern Maturity                                   3%   Money Magazine
    8%    Sports Illustrated                                3%   Various others
    8%    Car magazines - various                           2%   News Week
    6%    Business Week                                     1%   Biker magazines - various
    6%    Golf magazines - various                          1%   Cosmopolitan
    6%    National Geographic                               1%   TV Guide
    6%    Time




              ACTIVITIES DONE BY OUT OF STATE VISITORS WERE:
       PONCE INLET LIGHTHOUSE 1
                          FISHING 1
             UNIVERSAL STUDIOS 1
                     PLAYED GOLF 1
     SIGHTSEEING/WATER CRUISE 2
                         MUSEUM 2
                     FLEA MARKET 3
                       SEA WORLD    4
            DAYTONA DOG RACES       5
           DRIVING ON THE BEACH      6
                  MINIATURE GOLF      7
                    MGM STUDIOS       8
                  MAGIC KINGDOM       8
        KENNEDY SPACE CENTER           9
                     OCEAN WALK        9
                 ANIMAL KINGDOM        9
                   ST. AUGUSTINE       10
             BUSINESS/MEETINGS         10
                           EPCOT         15
        DAYTONA USA/SPEEDWAY               20
                    VOLUSIA MALL                27
      VISITING FAMILY/FRIENDS IN                     34
         WALKING ON THE BEACH                                                    92
                               0         20               40     60        80         100
                                                           PERCENT




 All of the out of state visitors would recommend Daytona Beach to others.
 57% of the out of state visitors to complete the survey were male, 43% were female.




                                                                                             13
             OCCUPATION OF THE PRIMARY WAGE EARNER OF
                OUT OF STATE VISITORS' HOUSEHOLD IS:

                                    CLERICAL       1
                                    MILITARY       1
                                    REFUSED            10
                            SKILLED LABOR                   16
                                     RETIRED                20
             MID-RANGE WHITE COLLAR                          22
      PROFESSIONAL/ SELF-EMPLOYED                                 30
                                               0            20     40       60    80   100
                                                                       PERCENT

 Out of state visitors were an average of 50 years old.
 80% of out of state visitors were married, and 20% were single.

              OUT OF STATE VISITOR'S ESTIMATED ANNUAL
            INCOME FROM ALL SOURCES BEFORE TAXES WAS:
      OVER $100,000     1
   $90,000 - $100,000   0
    $80,000 - $90,000   1
    $70,000 - $80,000           5
    $60,000 - $70,000       2
    $50,000 - $60,000           7
    $40,000 - $50,000                    22
    $30,000 - $40,000               15
    $20,000 - $30,000   1
    $10,000 - $20,000   0
     UNDER $10,000      0
           REFUSED                                           47
                        0            20                40 60                     80      100
                                                PERCENT
                                     MEAN INCOME: $47,000




                                                                                               14
THE RACIAL/ETHNIC GROUP FOR OUT OF STATE
               VISITORS IS:


NATIVE AMERICAN        0

   ASIAN/PACIFIC
                       2
     ISLANDER

       HISPANIC        2

 BLACK/AFRICAN
                       2
   AMERICAN

     CAUCASIAN                                 94

                   0       20   40   60   80    100
                                PERCENT




                                                      15
FLORIDA VISITORS
July, 2010 Daytona Beach Visitor Profile

         For 25% of the visitors from Florida, this last visit was their first ever to the Daytona
          Beach Resort Area.
         97% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         61% of the repeat visitors from Florida have stayed in the same lodging before.



                                           FIRST TIME VISITORS

                     100


                     80
           PERCENT




                     60


                                                                       36
                     40
                                     25
                     20


                      0
                           FLORIDA VISITORS              OUT OF STATE VISITORS




                                                                                                 16
             REASONS TO CHOOSE DAYTONA BEACH WERE:
              FLORIDA VISITORS                            OUT OF STATE VISITORS

                          FISHING 01
      STOP OVER/GOING ELSEWHERE 0 4
                             GOLF 2 4
             MEETING/CONVENTION 2      10
           PERSONAL EVENT/OTHER 3  3
      CLOSE TO MAJOR ATTRACTIONS 1         16
                   CLOSE TO HOME                     29
                                                                                               85
                        BUSINESS     7
                                           16
                       SPEEDWAY         11
                                        11
                  TIMESHARE DEAL 3 6
    BEEN TO DAYTONA BEACH BEFORE                                           63
                                                                                68
        FAMILY/FRIENDS IN THE AREA                        38
                                                           39
                          WEATHER                                    55
                                         10
                            BEACH                                                    74
                                                                48

                                     0        20          40              60              80        100
                                                            PERCENT




                VISITORS FROM FLORIDA REMEMBER
              SEEING ADS FOR DAYTONA BEACH IN/ON:
                    BILLBOARDS       0
    EDUCATIONAL INSTITUTIONS         0
                    BROCHURES            10
                     TELEVISION          11
                   NEWSPAPERS             14
                     MAGAZINES                  23
                       INTERNET                           39
                    SAW NO ADS                                   52
                                     0        20          40          60              80            100
                                                           PERCENT


   57% of the visitors from Florida asked for information before coming.
   55% of the visitors from Florida used the Internet to plan their trip to Daytona Beach.
   51% of the visitors from Florida used the Internet to choose a place to stay.
   49% of the visitors from Florida used the Internet to make reservations.
   52% of the visitors from Florida used the Internet for other purposes regarding this trip to
    Daytona Beach such as: finding general information about the area, lodging
    information/reservations, and/or traveling directions/maps.



                                                                                                          17
                TRAVEL WEBSITES USED BY
                 VISITORS FROM FLORIDA:
     YAHOO TRAVEL         5
             YAPTA        6
            ORBITZ          9
          PRICELINE         11
     CHEAP FLIGHTS          12
             KAYAK            15
       TRAVELOCITY                 23
       TRIP ADVISOR                 27
              NONE                  28
           EXPEDIA                    30
           GOOGLE                               49
                      0        20          40        60        80          100
                                            PERCENT




         VISITORS FROM FLORIDA USED TRAVEL
                    WEBSITES FOR:

              BUY PACKAGES                  23

             FIND PACKAGES                      30

       BOOK AIRLINE FLIGHTS                               51
RESEARCH FLIGHTS AND PRICES                                56
               BOOK HOTELS                                          65
          RESEARCH HOTELS                                            69
                                   0       20        40        60         80     100
                                                     PERCENT




                                                                                       18
             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR HOTELS:
             TRAVELOCITY         2
               MOBISSIMO          4
           YAHOO TRAVEL           5
              HOTELS.COM          5
              TRAVEL.COM          9
                  GOOGLE          10
                 HOTWIRE           13
   VARIOUS HOTEL CHAINS                         28
                PRICELINE                       28
                   ORBITZ                       29
             TRIP ADVISOR                          35
                             0             20         40        60        80         100
                                                        PERCENT


                 TRAVEL WEBSITES USED BY
           VISITORS FROM FLORIDA FOR AIRLINES:



                 DELTA            11




        ANY/ALL OUT OF                            37
          THEIR AREA



                         0            20         40        60        80        100
                                                 PERCENT




 44% of the visitors from Florida are on Facebook
     o 50% use Facebook to let friends know what is new, 54% to see what is new with
        their friends, and 55% to talk about activities/vacations.
 12% of the visitors from Florida use Twitter.




                                                                                           19
 41% of the visitors from Florida take more than one vacation per year.

                    VISITORS FROM FLORIDA WHO TAKE MORE
                      THAN ONE VACATION PER YEAR, GO IN:
              100
                         99

                                                   80
               80                                                      75
    PERCENT




               60
                                                                                        50
               40


               20


                0
                        SUMMER                WINTER                 SPRING         FALL




                    VISITORS FROM FLORIDA WHO TAKE MORE THAN
                     ONE VACATION PER YEAR ALSO VACATION IN:
                                               MEXICO    1
                    WEST IN GENERAL (EXCLUDING AC/AZ)    2
                        OTHER AREAS OUTSIDE THE USA      2
                                               HAWAII    3
                                                CA/AZ     5
                               MOUNTAINS IN GENERAL        7
              N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)     10
                                           CARIBBEAN       11
                              OTHER AREAS IN THE USA            22
                                NO USUAL DESTINATION                   40
                                 BEACHES IN GENERAL                     45
                                  FLORIDA IN GENERAL                                     95
                                                         0   20        40     60   80    100
                                                                       PERCENT




                                                                                               20
 71% of the visitors from Florida have taken another warm weather vacation in the past
  five years.

              VISITORS FROM FLORIDA WHO HAVE TAKEN
            ANOTHER WARM WEATHER VACATION IN THE PAST
                     5 YEARS ALSO VACATION IN:
                              MEXICO         3
   OTHER AREAS OUTSIDE THE USA                   7
                               HAWAII            7
                     MYRTLE BEACH                9
                          CALIFORNIA                 18
                          CARIBBEAN                   24
     OTHER AREAS INSIDE THE USA                                        61
                              FLORIDA                                        78
                                         0           20      40        60        80   100
                                                              PERCENT




             THE DECISION TO VISIT DAYTONA BEACH FOR
               VISITORS FROM FLORIDA WAS MADE BY:

              HUSBAND     0

                   WIFE   0

               FRIENDS         9

                FAMILY             14

          SELF(SINGLE)                  21

   HUSBAND AND WIFE                                            56
                          0         20               40           60        80        100
                                                          PERCENT




                                                                                            21
                        VISITORS FROM FLORIDA SAID THEIR
                               VACATION WAS FOR:
                   FLORIDA VISITORS                      OUT OF STATE VISITORS

                 100


                  80
       PERCENT



                  60
                          51
                               40            42
                  40


                  20
                                        21               17
                                                              10        11 8
                   0
                       HUSBAND AND     FAMILY       SELF(SINGLE)       FRIENDS
                          WIFE


                      THE MOST CONVENIENT/ONLY TIME
                   VISITORS FROM FLORIDA VACATION, IS IN:

                 100


                 80
                          79
      PERCENT




                 60


                 40
                                      26
                 20
                                                   7               6
                                                                           1
                  0
                       DOESN'T      SUMMER      SPRING        WINTER     FALL
                       MATTER



 The average party size for visitors from Florida was 2.3.
 14% of the visitors from Florida traveled with children age 12 and younger.
 3% of the visitors from Florida traveled with teenagers.




                                                                                 22
                   VISITORS THAT TRAVELED WITH CHILDREN AND/OR
                                 TEENAGERS WERE:
                   FLORIDA VISITORS                OUT OF STATE VISITORS

             100


             80
   PERCENT




             60


             40

                                      22                             23
             20             14
                                                            3
              0
                           CHILDREN                        TEENAGERS

 32% traveled with friends/relatives; 40% met friends/relatives in Daytona Beach.
 Visitors from Florida said additional reasons to take a trip are: 25% said government/
  company business, 15% said to meet a cruise, and 14% said convention/trade show.
 100% of the visitors from Florida traveled by auto and 14% by air.




                   THE MAIN DESTINATION FOR VISITORS FROM
                                FLORIDA WAS:




                                                                            100
             DAYTONA BEACH




                             0        20    40        60        80        100
                                              PERCENT




                                                                                           23
         The average number of days visitors from Florida spent away from home was 2.5.
         The average number of days spent in Daytona Beach was 2.5.
         The average amount of money spent in Daytona Beach per day, without lodging, by
          visitors’ from Florida immediate party was between $100 and $110.
         95% of visitors from Florida made advanced reservations, with the average time in
          advance being about five weeks..
         30% of visitors from Florida did not use a professional travel service.
              o 8% used a travel agent.
              o 58% used an Internet travel service.
              o 2% used a time share promo.
              o 2% used an auto club.

                                VISITORS WHO MADE ADVANCED
                                       RESERVATIONS:

                      100               95                                  95

                      80
            PERCENT




                      60


                      40


                      20


                       0
                               FLORIDA VISITORS               OUT OF STATE VISITORS




Satisfaction with Daytona Beach
                            VISITORS FROM FLORIDA FOUND DAYTONA
                                        BEACH TO BE:


                               MORE EXPENSIVE       1


                               LESS EXPENSIVE       2


                                 ABOUT WHAT I
                                                                            97
                                  EXPECTED

                                                0       20   40   60   80    100
                                                             PERCENT
                                                                                              24
 While in Daytona Beach, 44% of the visitors from Florida took advantage of a room with
  a kitchenette.
 3% of the visitors from Florida paid the fee to drive or park on the beach.
 6% of the visitors from Florida paid the fee to park in the parking garage.



                 VISITORS FROM FLORIDA SAID THAT
                       DAYTONA BEACH WAS:

             IMPORTANT FOR PLAYING GOLF         3
          FULL OF ACTIVITIES/THINGS TO DO                                     97
                  A FAMILY ORIENTED AREA                                     98
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY                                                    98
       A GOOD VALUE FOR THE MONEY SPENT                                           99
                     CLEAN AND BEAUTIFUL                                     100
       EASY ACCESS TO THE BEACH FROM MY
                    HOTEL
                                                                               100
                                            0       20        40   60   80    100
                                                              PERCENT



           IN DECIDING ON DAYTONA BEACH, VISITORS
                     FROM FLORIDA SAID:

     BEING NEAR TOURIST ATTRACTIONS          1
             WAS IMPORTANT


    BEING ABLE TO DRIVE ON THE BEACH            3
             WAS IMPORTANT


         THE BEACH WOULD BE MORE
       ENJOYABLE WITHOUT CARS ON IT
                                                         37

      BEING WITHIN A DAYS TRAVEL WAS                                          100
                IMPORTANT

                                         0          20    40       60   80    100
                                                              PERCENT




                                                                                       25
               VISITORS FROM FLORIDA SAID THAT
                     DAYTONA BEACH WAS:

 HIGHLY RECOMMENDED BY FRIENDS
          BEFORE I CAME                                       36

       SO ENJOYABLE I'LL DEFINITELY
                                                                                     93
                RETURN


 A GOOD PLACE TO GET SOME PEACE
           AND QUIET
                                                                                    97

 VERY WELCOMING TO TOURISTS AND                                                      100
           VISITORS

                                              0         20    40    60     80        100
                                                              PERCENT




              ON PLEASURE TRIPS VISITORS FROM
                         FLORIDA:

PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS       6
                             USUALLY PLAY GOLF        15
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                      17
                    OFTEN TRAVEL WITH CHILDREN           17
    PREFER THE MORE ECONOMICAL HOTELS/MOTELS                  35
       REALLY LIKE TO RETURN TO FAMILIAR PLACES                    52
          GENERALLY PREFER BEACH DESTINATIONS                            67
      REALLY STICK TO A BUDGET WHEN EATING OUT                            70
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                       94
       LOOK FOR ESCAPE, RELAXATION, CHANGE OF
            SCENERY, EDUCATIONAL ASPECTS                                             100
                                                  0      20   40    60         80    100
                                                              PERCENT




                                                                                           26
   Magazines received and read by members of visitors’ from Florida households are:

37%   No magazines                                   6%   Ladies Home Journal
21%   Southern Living                                5%   National Geographic
20%   AAA Magazine                                   5%   Better Homes & Garden
19%   Modern Maturity                                5%   Good Housekeeping
15%   People Magazine                                5%   Time
14%   Sports Illustrated                             4%   Money Magazine
12%   Golf magazines - various                       3%   Family Circle
12%   Readers Digest                                 2%   Various Others
 8%   US News & World Report                         2%   News Week
 8%   Business Week                                  1%   TV Guide
 8%   Car Magazine




                      ACTIVITIES DONE BY VISITORS FROM
                                FLORIDA WERE:


                                 MUSEUM      1
                                  FISHING    1
                             FLEA MARKET     1
                 PONCE INLET LIGHTHOUSE      2
                  KENNEDY SPACE CENTER       2
                      DAYTONA DOG RACES      2
                    DRIVING ON THE BEACH     2
               SIGHTSEEING/WATER CRUISE      2
                             PLAYED GOLF     2
                             OCEAN WALK       4
                            VOLUSIA MALL       7
                           MINATURE GOLF        8
                  DAYTONA USA/SPEEDWAY              14
                      BUSINESS MEETINGS             15
       VISITING FAMILY/FRIENDS IN THE AREA                  37
                   WALKING ON THE BEACH                                       81
                                             0       20      40     60       80    100
                                                              PERCENT




   All of the visitors from Florida would recommend Daytona Beach to others.
   52% of the visitors from Florida to complete the survey were female, 48% were male.




                                                                                          27
             OCCUPATION OF THE PRIMARY WAGE EARNER
             OF VISITORS' FROM FLORIDA HOUSEHOLD IS:

                                       CLERICAL       4
                                SKILLED LABOR         4
                                       REFUSED        7
                 MID-RANGE WHITE COLLAR                   22
                                       RETIRED                 30
           PROFESSIONAL/ SELF-EMPLOYED                         33
                                                  0       20    40   60   80   100
                                                                PERCENT




 Visitors from Florida were an average of 51 years old.
 72% of visitors from Florida were married, and 28% were single.




              VISITOR'S FORM FLORIDA ESTIMATED ANNUAL
            INCOME FROM ALL SOURCES BEFORE TAXES WAS:
      OVER $100,000   1
   $90,000 - $100,000 0
    $80,000 - $90,000 0
    $70,000 - $80,000 2
    $60,000 - $70,000 0
    $50,000 - $60,000       5
    $40,000 - $50,000        10
    $30,000 - $40,000          15
    $20,000 - $30,000       7
                   0
    $10,000 - $20,000
     UNDER $10,000 0
           REFUSED                                              60
                        0         20          40      60                  80         100
                                            PERCENT
                                 MEAN INCOME: $39,000




                                                                                           28
THE RACIAL/ETHNIC GROUP FOR VISITORS FROM
                FLORIDA IS:


NATIVE AMERICAN        0

 BLACK/AFRICAN
                       1
   AMERICAN

   ASIAN/PACIFIC
                       4
     ISLANDER

       HISPANIC            5

     CAUCASIAN                                 90

                   0           20   40   60   80    100
                                    PERCENT




                                                          29
JULY 2010 DAYTONA BEACH POINTS OF ORIGIN
   35%    Florida                  2%    California                Tr.   Kansas
   11%    Georgia                  1%    Maryland                  Tr.   Minnesota
    4%    North Carolina           1%    Alabama                   Tr.   Mississippi
    4%    Ohio                     1%    Arkansas                  Tr.   New Hampshire
    4%    New York                 1%    Louisiana                 Tr.   New Mexico
    3%    Kentucky                 1%    Massachusetts             Tr.   Oklahoma
    3%    Tennessee                1%    Michigan                  Tr.   Oregon
    2%    Indiana                  1%    New Jersey                Tr.   S. Dakota
    2%    Pennsylvania             1%    Virginia                  Tr.   Vermont
    2%    Texas                    Tr.   Iowa                      Tr.   Washington
    2%    Illinois                 Tr.   Colorado                  Tr.   West Virginia
    2%    Missouri                 Tr.   Connecticut               Tr.   Wisconsin
    2%    South Carolina           Tr.   D. C.

       TOTAL U.S.A. 94%


       CANADA (4% of the total)

      2% Ontario                                     Tr. British Columbia
      1% Quebec                                      Tr. Manitoba
      Tr. Alberta                                    Tr. New Brunswick


       FOREIGN (2% of the total)

      1% U.K                                          Tr. Netherlands
      Tr. France                                      Tr. Norway
      Tr. Germany


       FLORIDA VISITORS (by percent of Florida total)

   33%    Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven
   29%    Orlando, Daytona Beach, Melbourne, Leesburg, Ocala
    9%    Miami, Fort Lauderdale, The Keys
    8%    Jacksonville
    7%    West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton
    6%    Gainesville
    4%    Ft. Myers, Naples
    2%    Tallahassee
    1%    Pensacola, Ft. Walton Beach
    Tr.   Panama City




                                                                                         30

								
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