2010 DMO Website User Survey

1. 2010 DMO Website User Survey Understanding user behaviors, perceptions and attitudes

2. Participating DMOs

3. Table of Contents • Project Objectives 4 • Methodology 5 • Respondent Profile 6 • The Role of the DMO Website 15 • Travel Reviews and Video 27 • Destination Information Sources 34

4. Project Objectives • To understand the role of the DMO website in the destination travel planning process. • To research and understand DMO user behaviors, perceptions and attitudes toward destination tourism websites. • To identify DMO website user characteristics and demographics. • To analyze and assess the potential for improved DMO website performance.

5. Methodology • SMG selected five DMOs to participate in the survey • Lake Tahoe Visitors Authority • Pismo Beach Conference & Visitors Bureau • Solvang Visitors and Convention Bureau • Temecula Valley Convention & Visitors Bureau • Ventura Visitors and Convention Bureau • Each DMO agreed to email the SMG survey & cover letter to its own email list • The survey was completed during a two week period in March with over 3,000 completed surveys

6. Respondent Profile

7. Respondent Profile Summary • 61% - Female • 58% - Between 41-60 years • 58% - Have a college education % • 76% - Caucasian • 69% - More likely to use Google as their search engine • Were likely to watch surf the Internet daily, watch TV, email friends and family and listen to AM/FM radio

8. Gender • Overall 61% of survey respondents were female

9. Age Demographic • Survey respondents tended to be older with the highest percentage between 51-60 years, followed by the 41-50 age segment

10. Income Demographic • The highest concentration of survey respondents income levels was between $70,000 & $150,000 • Fifteen percent had income levels above 16%

11. Education Level • Overall 58% of survey respondents indicated they completed college, followed by 20% high school and 14% with a masters degree

12. Ethnicity

13. Search Engine Use • Approximately 70% of those surveyed indicated they used Google as their primary search engine

14. Respondent Media Habits

15. The Role of the DMO Website

16. Website Role Summary • The Internet was the primary tool used to plan a personal vacation at 93% • Search engines and DMO sites were most useful for researching a destination • Visitors were most likely to visit a DMO website to obtain vacation information • Survey respondents found general information, area maps and attractions most helpful information • Respondents most frequently use a DMO site when learning about a destination

17. How visitors found out about a DMO website?

18. Sources used to plan a personal vacation trip • Approximately 93% of those surveyed indicated they used the Internet to plan a personal vacation trip. • Only 26% indicated they used magazines or TV. Note: This result is expected because the survey consisted of DMO email lists. The Internet is the single largest planning tool among this group!

19. Website usefulness for researching a possible destination

20. Following ways you have used a DMO to obtain vacation information

21. Types of information you find helpful on a DMO website Low % of video shows potential of added video content to DMO websites

22. Place in the travel planning process you typically visit a DMO website • Note how users primarily used a DMO site in the early stages of trip planning and less so during other parts of the trip planning and post trip behavior.

23. DMO Site Influence • Note the influence a DMO website has on a decision to take a trip to a specific area.

24. Impact of the DMO site on last trip

25. Overall helpfulness of DMO site in your decision to visit an area

26. Reliability of Travel Sites

27. Travel Reviews and Video

28. Travel Reviews/Video Summary • Travel reviews are influential • Respondents are more likely to believe reviews by people like them • Many have viewed a travel destination video online • Find destination travel videos helpful • Travel videos were much more helpful when thinking about or planning a trip than for specific activities

29. Influence of your travel plans based on reviews and experiences of others • 78% of survey respondents indicated that reviews and travel experiences by others did have an influence on their travel plans.

30. Whose reviews do you tend to believe? • Survey respondents indicated they tended to believe reviews done by people like them as opposed to travel experts.

31. Have you viewed a travel destination video online? • Fifty-four percent of survey respondents indicated that they had viewed a travel destination video online

32. Helpfulness of online video in considering a destination • Fully 81% of survey respondents indicated online videos were helpful in considering a destination to visit.

33. When planning a trip when are you most likely to watch an online video? • Note the importance of online video when thinking about taking a trip and choosing a destination • Videos were viewed much less frequently when considering activity ideas, lodging decisions and when booking a trip

34. Destination Information Sources

35. Destination Information Sources Summary • One quarter of survey respondents have “friended” or become fans of a destination • 16% have accessed a destination website on a mobile hand held device • Overall respondents tend to use a computer to access a destination website while on a vacation • 47% have booked either part of all of a vacation online.

36. Friend of a specific destination on MySpace or Facebook • Twenty-seven percent of survey respondents indicated they had become a friend of a specific destination on Facebook or MySpace in the past 12 months

37. Accessed a destination website with a handheld phone or device • Sixteen percent of survey respondents indicated they had accessed a destination website with a handheld phone or device in the past 12 months

38. How do you find information when you are already visiting a destination? • The overwhelming majority of survey respondents indicated they used their computer or laptop to find information online

39. Booked all or part of trip on a destination website • Forty-seven percent of survey respondents indicated they booked a part or all of a trip online

40. The Role of the DMO Site The DMO website is a key link in the destination choice process

41. The Role of the DMO Site The DMO website plays an integral role in a visitor’s decision to visit; users view it as useful, influential and reliable in providing information with which to make a vacation destination decision.

42. Finding the DMO website

43. DMO Site Relevance • SEO strategy • Information content strategy • General Information • Area maps • Specific attractions • Activity information (recreation, cultural, historical) • Special events/event calendar • Area photos (in the moment, scenic, people) • Blog • Video • Social

44. Summary • DMO websites play a critical role in the destination planning process in educating consumers about a destination • The DMO website is the link between consumers’ interest in taking a vacation and booking a vacation • The highest value of a DMO website is its usefulness, reliability, and influence