DAYTONA BEACH VISITOR PROFILE by wuyunyi

VIEWS: 8 PAGES: 32

									DAYTONA BEACH VISITOR
PROFILE
September 2010




Prepared for The Halifax Area Advertising Authority

By:
Table of Contents


OUT OF STATE VISITORS .......................................................................................................... 1
  September, 2010 Daytona Beach Visitor Profile ........................................................................ 1
  Satisfaction with Daytona Beach .............................................................................................. 10
FLORIDA VISITORS .................................................................................................................. 16
  September, 2010 Daytona Beach Visitor Profile ...................................................................... 16
  Satisfaction with Daytona Beach .............................................................................................. 25
SEPTEMBER 2010 DAYTONA BEACH POINTS OF ORIGIN ............................................... 30




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


         For 38% of the out of state visitors, this was their first visit ever to the Daytona Beach
          Resort Area.
         93% 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.
         67% of the repeat out of state visitors have stayed in the same lodging before.




                                                                                                       1
               REASONS FOR OUT OF STATE VISITORS TO
                  CHOOSE DAYTONA BEACH WERE:
                            FISHING          1
                               GOLF                  5
         STOPOVER/GOING ELSEWHERE                     7
             PERSONAL EVENT/OTHER                     7
                MEETING/CONVENTION                    7
                    TIMESHARE DEAL                     10
                           BUSINESS                     12
        CLOSE TO MAJOR ATTRACTIONS                           17
                     CLOSE TO HOME                                28
          FAMILY/FRIENDS IN THE AREA                                   36
      BEEN TO DAYTONA BEACH BEFORE                                                59
                           WEATHER                                                      66
                             BEACH                                                           74
                                          0                  20         40        60              80        100
                                                                            PERCENT




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

                                     1
                       FISHING       1
                                                  9
  CLOSE TO MAJOR ATTRACTIONS                     8
                                            6
              TIMESHARE DEAL               5
                                          4
   STOPOVER/GOING ELSEWHERE              3
                                                 8
                          GOLF                        12
                                             6
       PERSONAL EVENT/OTHER              4
                                                 9
          MEETING/CONVENTION                      11
                                                                                              68
BEEN TO DAYTONA BEACH BEFORE                                                                 66
                                                      13
                     BUSINESS                           16
                                                                                   54
               CLOSE TO HOME                                                     51
                                                                        37
    FAMILY/FRIENDS IN THE AREA                                         36
                                                                         39
                     WEATHER                                            37
                                                                                  52
                        BEACH                                                      54

                                 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               5
                     TELEVISION            10
                   BROCHURES                        20
                     MAGAZINES                      20
                      INTERNET                                40
                    SAW NO ADS                                      53
                                      0             20        40        60        80         100
                                                               PERCENT
   44% of the out of state visitors asked for information before coming.
   56% used the Internet to plan their trip to Daytona Beach.
   49% used the Internet to choose a place to stay.
   46% used the Internet to make reservations.
   57% 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       2
                     ORBITZ           7
            YAHOO TRAVEL              7
                  PRICELINE           8
            CHEAP FLIGHTS              9
                     KAYAK              14
              TRAVELOCITY                      21
              TRIP ADVISOR                     20
                    EXPEDIA                     24
                       NONE                      26
                   GOOGLE                             33
                              0                20        40        60        80        100
                                                           PERCENT




                                                                                                   3
         OUT OF STATE VISITORS USED TRAVEL
                   WEBSITES FOR:

             BUY PACKAGES                19

             FIND PACKAGES               20
       BOOK AIRLINE FLIGHTS                           47
               BOOK HOTELS                             48
RESEARCH FLIGHTS AND PRICES                            49
          RESEARCH HOTELS                               50
                                   0     20      40          60        80         100
                                                  PERCENT




            TRAVEL WEBSITES USED BY
        OUT OF STATE VISITORS FOR HOTELS:
           MOBISSIMO        2
         TRAVELOCITY        2
       YAHOO TRAVEL         3
          HOTELS.COM         4
               KAYAK         4
              GOOGLE         5
             HOTWIRE             9
          TRAVEL.COM             9
VARIOUS HOTEL CHAINS             11
            PRICELINE              15
         TRIP ADVISOR               19
               ORBITZ               20
                        0          20     40          60          80        100
                                              PERCENT




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


                      US AIR       3



                      DELTA        5


              ANY/ALL OUT OF            21
                THEIR AREA


                               0       20        40    60        80    100
                                                  PERCENT
 42% of the out of state visitors are on Facebook
     o 49% use Facebook to let friends know what is new, 50% to see what is new with
        their friends, and 43% to talk about activities/vacations.
 11% of the out of state visitors use Twitter.



 35% 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
                       91                   89
             80
                                                            73
                                                                           62
   PERCENT




             60


             40


             20


              0
                    SUMMER             FALL           WINTER          SPRING




                                                                                       5
                 OUT OF STATE VISITORS WHO TAKE MORE THAN
                  ONE VACATION PER YEAR ALSO VACATION IN:
                                    HAWAII      1
                                     CA/AZ      2
      WEST IN GENERAL (EXCLUDING CA & AZ)        4
                   MOUNTAINS IN GENERAL           6
            OTHER AREAS OUTSIDE THE USA           6
                           N.E. IN GENERAL        8
                                CARIBBEAN              15
            S.E. IN GENERAL (GA,SC,NC,ETC.)             20
                      BEACHES IN GENERAL                 22
                  OTHER AREAS IN THE USA                  24
                    NO USUAL DESTINATION                             59
                      FLORIDA IN GENERAL                                  79
                                              0          20    40    60   80   100
                                                                PERCENT
 69% 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        2
                     MYRTLE BEACH             5
                               HAWAII         5
   OTHER AREAS OUTSIDE THE USA                  6
                         CALIFORNIA               11
                         CARIBBEAN                  15
     OTHER AREAS INSIDE THE USA                                      59
                             FLORIDA                                 61
                                        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

                   FAMILY       7

                  FRIENDS       9

            SELF(SINGLE)            14

HUSBAND AND WIFE                                               70
                            0        20        40         60        80        100
                                                    PERCENT




                     OUT OF STATE VISITORS SAID THEIR
                           VACATION WAS FOR:
            100


             80

                        63
  PERCENT




             60


             40


             20                           14            14
                                                                         9
              0
                  HUSBAND AND SELF (SINGLE)           FAMILY        FRIENDS
                     WIFE




                                                                                    7
                            DAYTONA BEACH VACATION WAS FOR:
                           SEPTEMBER 2009                                   SEPTEMBER 2010

                          100


                          80

                                          61
                PERCENT
                          60         56

                          40


                          20                          16 17           19
                                                                           13            9 9
                           0
                                HUSBAND AND SELF(SINGLE)             FRIENDS            FAMILY
                                   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


                 40
                                                39

                                                              19
                 20                                                          14
                                                                                             5
                     0
                           DOESN'T             FALL       WINTER        SUMMER          SPRING
                           MATTER

 The average party size for out of state visitors was 2.2.
 4% of out of state visitors traveled with children age 12 and younger.
 7% of out of state visitors traveled with teenagers.




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

                  100


                  80
        PERCENT



                  60


                  40


                  20
                                    4        4                         6      5
                   0
                          TRAVELED WITH CHILDREN             TRAVELED WITH TEENAGERS

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

 18% traveled with friends/relatives; 31% met friends/relatives in Daytona Beach.
 Out of state visitors said additional reasons to take a trip are: 25% said government/
  company business, 15% said convention/trade show, and 13% said to meet a cruise.
 30% of out of state visitors traveled by air, and 70% by auto.
 For those out of state visitors that traveled by air:
     o 34% landed in Daytona Beach.
     o 61% landed in Orlando.
     o 5% said someplace else.
 3% of the out of state visitors that flew into Orlando said that it was inconvenient.


                  THE MAIN DESTINATION FOR OUT OF STATE
                              VISITORS WAS:

                            FLORIDA IN GENERAL          2
                                  SOUTH FLORIDA         3
   EAST COAST OF FLORIDA IN GENERAL                     5
                                         ORLANDO            10
                                 DAYTONA BEACH                                        80
                                                    0            20    40    60      80    100
                                                                       PERCENT




                                                                                                 9
         The average number of days out of state visitors spent away from home was 5.5.
         The average number of days spent in Daytona Beach was 3.6.
         The average amount of money spent in Daytona Beach per day, without lodging, by out
          of state visitors’ immediate party was about $90.
         88% of the out of state visitors made advanced reservations, with the average time in
          advance between five to six weeks.
         The average price paid for the room was $90. Out of state visitors paid an average price
          of $97 for similar rooms in other destinations. This room would have been too expensive
          at $120 and too cheap at $35.
         38% of out of state visitors did not use a professional travel service.
              o 45% used an Internet travel service.
              o 13% used a travel agent.
              o 2% used an Auto Club
              o 2% stayed in a time share.
              o

Satisfaction with Daytona Beach

                     OUT OF STATE VISITORS FOUND DAYTONA
                                 BEACH TO BE:


                       MORE EXPENSIVE        2



                        LESS EXPENSIVE       6


                          ABOUT WHAT I                                     92
                           EXPECTED


                                         0       20    40     60     80    100
                                                       PERCENT


         While in Daytona Beach, 39% of the out of state visitors took advantage of a room with a
          kitchenette.
         3% of the out of state visitors paid the fee to drive or park on the beach.
         7% 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         5
         FULL OF ACTIVITIES/THINGS TO DO                                         93
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY
                                                                             97
                 A FAMILY ORIENTED AREA                                      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, OUT OF
                   STATE VISITORS SAID:

BEING ABLE TO DRIVE ON THE BEACH               4
         WAS IMPORTANT


  BEING NEAR TOURIST ATTRACTIONS                        26
          WAS IMPORTANT


      THE BEACH WOULD BE MORE                           27
    ENJOYABLE WITHOUT CARS ON IT


   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                                   39
             BEFORE I CAME

          SO ENJOYABLE I'LL DEFINITELY
                   RETURN
                                                                                 86

    A GOOD PLACE TO GET SOME PEACE
              AND QUIET
                                                                                     98

   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           6
                    OFTEN TRAVEL WITH CHILDREN    9
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                              15
                             USUALLY PLAY GOLF                15
       REALLY LIKE TO RETURN TO FAMILIAR PLACES                      44
    PREFER THE MORE ECONOMICAL HOTELS/MOTELS                         44
          GENERALLY PREFER BEACH DESTINATIONS                        45
      REALLY STICK TO A BUDGET WHEN EATING OUT                             61
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                         92
       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:

   58%    No magazines                                  5%   Better Homes & Garden
   20%    AAA Magazine                                  5%   Business Week
   15%    People Magazine                               5%   Good Housekeeping
   14%    Readers Digest                                5%   Time
   13%    Modern Maturity                               5%   US News & World Report
    9%    National Geographic                           4%   Ladies Home Journal
    8%    Family Circle                                 4%   Money Magazine
    8%    Southern Living                               4%   Various others
    7%    Golf magazines - various                      2%   Car magazines - various
    7%    Sports Illustrated                            2%   Cosmopolitan




              ACTIVITIES DONE BY OUT OF STATE VISITORS WERE:

                           SEA WORLD       2
                      MAGIC KINGDOM        2
                             MUSEUM        2
                  UNIVERSAL STUDIOS        2
               DRIVING ON THE BEACH         4
                         PLAYED GOLF        4
                      MINIATURE GOLF         5
                 DAYTONA DOG RACES           5
                     ANIMAL KINGDOM          6
                        MGM STUDIOS            8
                         FLEA MARKET           8
                       ST. AUGUSTINE           8
             KENNEDY SPACE CENTER              9
                         OCEAN WALK            10
             DAYTONA USA/SPEEDWAY               11
                               EPCOT            12
                  BUSINESS/MEETINGS               16
                        VOLUSIA MALL               18
 VISITING FAMILY/FRIENDS IN THE AREA                    37
              WALKING ON THE BEACH                                            89
                                       0          20    40     60        80        100
                                                         PERCENT




 All of the out of state visitors would recommend Daytona Beach to others.
 46% of the out of state visitors to complete the survey were male, 54% were female.




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

                                CLERICAL        3

                                 REFUSED        4

      PROFESSIONAL/ SELF-EMPLOYED                    19

                            SKILLED LABOR             22

                                 RETIRED                  26

             MID-RANGE WHITE COLLAR                       26
                                            0        20        40   60    80   100
                                                               PERCENT

 Out of state visitors were an average of 51 years old.
 84% of out of state visitors were married, and 16% 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   0
    $70,000 - $80,000     3
    $60,000 - $70,000   1
    $50,000 - $60,000      5
    $40,000 - $50,000                22
    $30,000 - $40,000          14
    $20,000 - $30,000    2
    $10,000 - $20,000   0
     UNDER $10,000      0
           REFUSED                                        52
                        0           20          40     60                80      100
                                             PERCENT
                                  MEAN INCOME: $45,700




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


NATIVE AMERICAN        0

   ASIAN/PACIFIC
                       0
     ISLANDER

 BLACK/AFRICAN
                       2
   AMERICAN

       HISPANIC        3

     CAUCASIAN                                 95

                   0       20   40   60   80    100
                                PERCENT




                                                      15
FLORIDA VISITORS
September, 2010 Daytona Beach Visitor Profile

         For 20% of the visitors from Florida, this last visit was their first ever to the Daytona
          Beach Resort Area.
         95% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         64% of the repeat visitors from Florida have stayed in the same lodging before.



                                            FIRST TIME VISITORS

                     100


                     80
           PERCENT




                     60

                                                                       38
                     40

                                     20
                     20


                      0
                           FLORIDA VISITORS               OUT OF STATE VISITORS




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

                          FISHING 1
                                  1
       STOPOVER/GOING ELSEWHERE 0               7
                              GOLF          5
                                           15
      CLOSE TO MAJOR ATTRACTIONS 0          17
           PERSONAL EVENT/OTHER       7
                                    4
                   TIMESHARE DEAL 2     10
              MEETING/CONVENTION      7
                                         12
                    CLOSE TO HOME                              28
                                                                                                    84
                          BUSINESS       12
                                           15
        FAMILY/FRIENDS IN THE AREA                                  36
                                                                     38
    BEEN TO DAYTONA BEACH BEFORE                                               59
                                                                                                82
                         WEATHER                                                     66
                                                    10
                            BEACH                                                         74
                                                               27

                                    0                    20          40        60              80        100
                                                                          PERCENT



                 VISITORS FROM FLORIDA REMEMBER
               SEEING ADS FOR DAYTONA BEACH IN/ON:
     EDUCATIONAL INSTITUTIONS           0
                      BILLBOARDS        0
                       TELEVISION                   6
                    NEWSPAPERS                      6
                      BROCHURES                          18
                       MAGAZINES                              22
                         INTERNET                                     38
                      SAW NO ADS                                                59
                                        0                 20          40        60             80        100
                                                                          PERCENT


   35% 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.
   53% 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.
   50% 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:
              YAPTA        3
       YAHOO TRAVEL        4
              ORBITZ        5
           PRICELINE         10
              KAYAK           13
               NONE                 26
        TRAVELOCITY                  29
             EXPEDIA                 30
            GOOGLE                         44
                       0       20         40         60             80        100
                                           PERCENT




         VISITORS FROM FLORIDA USED TRAVEL
                    WEBSITES FOR:

             BUY PACKAGES                 22

             FIND PACKAGES                     30
              BOOK HOTELS                                 49
       BOOK AIRLINE FLIGHTS                               51
          RESEARCH HOTELS                                  53
RESEARCH FLIGHTS AND PRICES                                55
                               0      20            40         60        80         100
                                                    PERCENT




                                                                                          18
             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR HOTELS:
             TRAVELOCITY         2
              HOTELS.COM         3
              TRAVEL.COM           6
                  GOOGLE            10
                 HOTWIRE             14
                PRICELINE              19
   VARIOUS HOTEL CHAINS                  25
                   ORBITZ                 28
             TRIP ADVISOR                   34
                             0             20         40        60        80         100
                                                       PERCENT




             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR AIRLINES:



                 DELTA            8




        ANY/ALL OUT OF                          29
          THEIR AREA



                         0            20         40        60        80        100
                                                 PERCENT



 45% of the visitors from Florida are on Facebook
     o 52% use Facebook to let friends know what is new, 54% to see what is new with
        their friends, and 53% to talk about activities/vacations.
 11% of the visitors from Florida use Twitter.




                                                                                           19
 54% 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         95        94

               80                                                      78
                                                                                          72
   PERCENT




               60


               40


               20


                0
                        SUMMER                   FALL                SPRING          WINTER




                     VISITORS FROM FLORIDA WHO TAKE MORE THAN
                      ONE VACATION PER YEAR ALSO VACATION IN:
                                               HAWAII    1
                                                CA/AZ    1
                                    WEST IN GENERAL      2
                              MOUNTAINS IN GENERAL       3
                       S.E. IN GENERAL (GA,SC,NC,ETC.)   3
                       OTHER AREAS OUTSIDE THE USA        4
             N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)      8
                                          CARIBBEAN            15
                             OTHER AREAS IN THE USA             19
                                BEACHES IN GENERAL                   36
                               NO USUAL DESTINATION                        49
                                 FLORIDA IN GENERAL                                        95
                                                         0      20    40        60   80        100
                                                                       PERCENT




                                                                                                     20
 81% 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:
                    MEDITERRANIAN           1
                                  MEXICO    1
                                   HAWAII    4
   OTHER AREAS OUTSIDE THE USA                7
                     MYRTLE BEACH              8
                          CALIFORNIA            13
                          CARIBBEAN                   24
     OTHER AREAS INSIDE THE USA                                        58
                                  FLORIDA                                         82
                                            0    20          40        60        80    100
                                                              PERCENT




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

              HUSBAND     0

                   WIFE   0

                FAMILY        2

               FRIENDS                 18

          SELF(SINGLE)                  21

   HUSBAND AND WIFE                                               59
                          0            20            40           60        80         100
                                                          PERCENT




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

                   100


                   80

                                 63
       PERCENT



                   60       58

                   40


                   20                     18              21
                                                               14            14
                                               9
                                                                         3
                    0
                         HUSBAND AND     FRIENDS      SELF(SINGLE)      FAMILY
                            WIFE




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

                   100


                    80
                             79
         PERCENT




                    60


                    40

                                         22
                    20
                                                     12
                                                                    7        6
                     0
                          DOESN'T       FALL       SUMMER      SPRING    WINTER
                          MATTER


 The average party size for visitors from Florida was 2.1.
 3% 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


               20
                              3        4                    3         7
                0
                            CHILDREN                       TEENAGERS

 27% traveled with friends/relatives; 46% met friends/relatives in Daytona Beach.
 Visitors from Florida said additional reasons to take a trip are: 20% said government/
  company business, 18% said to meet a cruise, and 15% said convention/trade show.
 All of the visitors from Florida traveled by auto.



                    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 2.3.
 The average number of days spent in Daytona Beach was 2.3.
 The average amount of money spent in Daytona Beach per day, without lodging, by
  visitors’ from Florida immediate party was about $80.
 90% of visitors from Florida made advanced reservations, with the average time in
  advance between six and seven weeks.
 The average price paid for the room was $88. Visitors from Florida paid an average price
  of $95 for similar rooms in other destinations. This room would have been too expensive
  at $118 and too cheap at $33.
 45% of visitors from Florida did not use a professional travel service.
      o 6% used a travel agent.
      o 44% used an Internet travel service.
      o 5% used an auto club.




                     VISITORS WHO MADE ADVANCED
                            RESERVATIONS:

               100             90                              88
               80
     PERCENT




               60


               40


               20


                0
                     FLORIDA VISITORS            OUT OF STATE VISITORS




                                                                                       24
Satisfaction with Daytona Beach
                    VISITORS FROM FLORIDA FOUND DAYTONA
                                BEACH TO BE:


                       MORE EXPENSIVE        1



                        LESS EXPENSIVE       4


                          ABOUT WHAT I
                                                                                   95
                           EXPECTED


                                         0       20       40        60        80        100
                                                          PERCENT



         While in Daytona Beach, 35% of the visitors from Florida took advantage of a room with
          a kitchenette.
         2% of the visitors from Florida paid the fee to drive or park on the beach.
         5% 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           9
                  FULL OF ACTIVITIES/THINGS TO DO                                                   98
                          A FAMILY ORIENTED AREA                                                   98
            THE IDEAL VACATION DESTINATION FOR A
                           FAMILY                                                                  99
               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




                                                                                                             25
     IN DECIDING ON DAYTONA BEACH, VISITORS
               FROM FLORIDA SAID:

 BEING NEAR TOURIST ATTRACTIONS         0
         WAS IMPORTANT


BEING ABLE TO DRIVE ON THE BEACH        3
         WAS IMPORTANT


     THE BEACH WOULD BE MORE
   ENJOYABLE WITHOUT CARS ON IT
                                                 34

 BEING WITHIN A DAYS TRAVEL WAS                                       100
           IMPORTANT

                                    0       20        40   60   80    100
                                                      PERCENT




          VISITORS FROM FLORIDA SAID THAT
                DAYTONA BEACH WAS:

HIGHLY RECOMMENDED BY FRIENDS
         BEFORE I CAME                            32

     SO ENJOYABLE I'LL DEFINITELY
                                                                      96
              RETURN


A GOOD PLACE TO GET SOME PEACE
          AND QUIET
                                                                     99

VERY WELCOMING TO TOURISTS AND                                        100
          VISITORS

                                    0       20        40   60   80   100
                                                      PERCENT




                                                                            26
                     ON PLEASURE TRIPS VISITORS FROM
                                FLORIDA:

       PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS        6
                           OFTEN TRAVEL WITH CHILDREN        13
                                    USUALLY PLAY GOLF          19
            HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                           DESTINATIONS                               39
             REALLY STICK TO A BUDGET WHEN EATING OUT                      49
           PREFER THE MORE ECONOMICAL HOTELS/MOTELS                        50
                 GENERALLY PREFER BEACH DESTINATIONS                         58
              REALLY LIKE TO RETURN TO FAMILIAR PLACES                         65
         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




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

56%   No magazines                                       6%     US News & World Report
19%   Modern Maturity                                    5%     Good Housekeeping
17%   Southern Living                                    5%     Money Magazine
16%   AAA Magazine                                       4%     Ladies Home Journal
16%   Readers Digest                                     4%     Time
14%   Golf magazines - various                           4%     Various others
 8%   Sports Illustrated                                 3%     Better Homes & Garden
 7%   People Magazine                                    3%     Family Circle
 6%   Business Week                                      3%     News Week
 6%   National Geographic




                                                                                                27
                ACTIVITIES DONE BY VISITORS FROM
                          FLORIDA WERE:
             DAYTONA DOG RACE        1
                         MUSEUM      1
                 MINIATURE GOLF      1
                     PONCE INLET
                     LIGHTHOUSE
                                     2
             SIGHTSEEING/WATER
                   CRUISE
                                     2
                   FLEA MARKET        3
                 DRIVING ON THE
                       BEACH
                                      3
                    OCEAN WALK        4
                     DAYTONA
                  USA/SPEEDWAY
                                       6
                   VOLUSIA MALL        6
                    PLAYED GOLF         11
             BUSINESS MEETINGS            18
                    VISITING
               FAMILY/FRIENDS IN
                                                      34
                WALKING ON THE
                      BEACH
                                                                 66
                                   0        20         40   60        80   100
                                                       PERCENT




 All of the visitors from Florida would recommend Daytona Beach to others.
 41% of the visitors from Florida to complete the survey were female, 59% were male.



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

                     CLERICAL          4

               SKILLED LABOR               11

             MID-RANGE WHITE
                                                 24
                  COLLAR

              PROFESSIONAL/
                                                 25
              SELF-EMPLOYED

                       RETIRED                        36

                                 0          20        40    60        80   100
                                                       PERCENT




                                                                                        28
 Visitors from Florida were an average of 51 years old.
 76% of visitors from Florida were married, and 24% were single.



              VISITOR'S FROM FLORIDA 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 3
    $60,000 - $70,000 1
    $50,000 - $60,000         7
    $40,000 - $50,000             15
    $30,000 - $40,000              17
    $20,000 - $30,000         6
                   0
    $10,000 - $20,000
     UNDER $10,000 0
           REFUSED                                           51
                        0              20            40 60                    80    100
                                              PERCENT
                                   MEAN INCOME: $42,300




            THE RACIAL/ETHNIC GROUP FOR VISITORS FROM
                            FLORIDA IS:


             NATIVE AMERICAN               0

               BLACK/AFRICAN
                                           1
                 AMERICAN

                 ASIAN/PACIFIC
                                           2
                   ISLANDER

                            HISPANIC        4

                    CAUCASIAN                                            93

                                       0        20    40       60   80        100
                                                          PERCENT




                                                                                          29
SEPTEMBER 2010 DAYTONA BEACH POINTS OF ORIGIN
   44%    Florida                  1%    Missouri                  Tr.   Minnesota
    9%    Georgia                  1%    New Jersey                Tr.   Mississippi
    4%    Ohio                     1%    South Carolina            Tr.   Nebraska
    3%    Kentucky                 1%    Texas                     Tr.   Nevada
    3%    North Carolina           1%    Virginia                  Tr.   New Hampshire
    3%    Tennessee                Tr.   Arizona                   Tr.   Oklahoma
    2%    Alabama                  Tr.   Arkansas                  Tr.   Oregon
    2%    Illinois                 Tr.   Colorado                  Tr.   Puerto Rico
    2%    Indiana                  Tr.   Iowa                      Tr.   Rhode Island
    2%    New York                 Tr.   Kansas                    Tr.   Utah
    2%    Pennsylvania             Tr.   Louisiana                 Tr.   Washington
    1%    California               Tr.   Maine                     Tr.   West Virginia
    1%    Connecticut              Tr.   Maryland                  Tr.   Wisconsin
    1%    Michigan                 Tr.   Massachusetts

       TOTAL U.S.A. 94%


       CANADA (4% of the total)

    2% Ontario                                      Tr. British Columbia
    1% Quebec                                       Tr. Newfoundland
    Tr. Alberta                                     Tr. Nova Scotia


       FOREIGN (2% of the total)

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


       FLORIDA VISITORS (by percent of Florida total)

   30%    Orlando, Daytona Beach, Melbourne, Leesburg, Ocala
   30%    Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven
   11%    Jacksonville
    8%    Miami, Fort Lauderdale, The Keys
    7%    Gainesville
    7%    West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton
    3%    Ft. Myers, Naples
    3%    Tallahassee
    Tr.   Panama City
    Tr.   Pensacola, Ft. Walton Beach




                                                                                         30

								
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