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Leisure Travel Information Study
This study was commissioned to ascertain key marketing program statistics for the Saratoga County Visitors Chamber of Commerce. This study was targeted toward the leisure travel market exclusively and does not reflect any impact produced by the meeting and events market segments. This is the first year that this research has been conducted for the Chamber by the Technical Assistance Center (TAC). However TAC has recently performed numerous similar studies for nearby Essex County as well as Westchester County. The Chamber is responsible for marketing Saratoga County's tourism assets. The primary focus of the research was to determine key visitor profile information, the conversion rate factor that measures the marketing results, and the return on investment ratio for Saratoga County marketing dollars expended during 2008.
The primary source of traceable leads used in this study came from a specific print/magazine advertising campaign in 2008. According to Destination Marketing Association International (which serves as the primary accreditation body for convention and visitors bureaus) measuring a specific advertising campaign is a better indicator of the overall effectiveness of marketing dollar expenditures, and the Chamber's management of them.
The following are highlights from the report:
- Nearly 48% of respondents visited Saratoga one or more times during the study period and 72% planned on visiting the region within one year. The vast majority (87%) reported taking a leisure travel trip in the last twelve months.
- Almost half (47%) recalled seeing an ad promoting tourism to the Saratoga area.
- A majority of the respondents (87%) reported finding all of the information they were seeking concerning visiting the Saratoga region.
- Of the overall respondents 89% stated that the travel information that they received either "helped a great deal", or "helped (them) decide to take an unplanned trip".
- The gross and net conversion rates of the overall group are very positive. Gross conversions include those travelers who provided any positive response as to the motivating influence of the travel information received. Net conversions are those travelers who indicated that the travel information received reinforced an existing trip or influenced them to take an unplanned trip.
- The gross conversion for the overall group is 89%, and the net conversion of the overall group is a comparitively high 55% with 42% reporting that the information reinforced a planned trip and 13% indicated that the material inspired a proviously unplanned trip.
- Over half (53%) of the respondents were repeat visitors that have traveled to the Saratoga area in the past.
- Mean estimated travel expenditures per party per day, which includes a sum of the mean food, lodging and other expenses were $551.85 per day with an average stay of 4.05 nights. The average party size was 2.87 adults and .55 children yielding a total party size of 3.42 persons.
- The mean age of the respondents was 55 with an annual income just under $80,000.
- Using a Likert scale of 1 to 10 (10 being the highest level of satisfaction) measuring overall destination satisfaction 85% indicated a ranking of 8 or higher with over 30% ranking Saratoga a 10 for overall desitination satisfaction.
- The gross Return on Investment (ROI) for leisure visitor expenditures generated by the Saratoga County print/magazine advertising campaign is $30,069,879/112,721 = 266:1 and the net ROI is 165:1.
- The gross Return on Investment (ROI) using the Chamber's total advertising budget is $30,069,879/374,496 = 80:1 and the net ROI is 50:1
The study results can be used to continue to enhance and evaluate future marketing efforts, techniques, marketing channels and resources.
Contact Information
For more information about the Technical Assistance Center at SUNY Plattsburgh, please contact:
E-mail: tac@plattsburgh.edu
Phone: (518) 564-2214
194 US Oval
Plattsburgh, NY 12903