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Cayuga County Convention & Visitors Bureau Visitor Survey & Conversion Study
Prepared in-house January 2010
Introduction
It is critical for marketing purposes to really understand how the customer thinks and behaves. The more we know about our existing customers, the more effectively we can find new customers. “The most likely new customer perfectly matches one you’ve already got,” according to Judy Randall, CEO and President of Randall Travel Marketing, an independent research company that focuses solely on travel and tourism research.
Conversion Rate
The only real reason to fulfill inquiries is to convert the inquirer to a visitor, preferably an overnight visitor in local lodging. The most important measure of our marketing efforts is to measure the conversion rate. The questions on our survey were designed to test conversion.
Methodology
There are several methods to survey visitors. We used a mail survey, with a good sample and a good return, this method is very reliable and predictive. A ten question survey was mailed to a random sample of 500 individuals who inquired about Cayuga County in 2009. A total of 86 surveys were completed and returned. The 17.2% response rate was slightly below the normal 20% response rate, but still provides us with some useful indicators.
The survey instrument (questionnaire) was printed on a self-addressed, postage paid postcard. The survey included an incentive of a drawing for a free box full of Cayuga County ‘goodies.’ The prize, that included items such as New Hope Mills pancake mix, MacKenzie-Childs socks and local honey, was not only a gift but also a promotional tool.
Each of the ten questions are found below in numerical sequence, followed by the findings and responses. Observations and conclusions based on the data are printed in italics after each response.
Summary
The majority of respondents obtained our phone number and/or address (e-mail or postal) from the Internet (44%), followed by our magazine ads (20%) and newspaper ads (13%).
95% of respondents received the information they requested from us and found it helpful. A couple of respondents thought we were a travel agency and expected subjective advice and booking services. One person requested more information on lakes and fishing, which is available in our fishing guide.
52% of those that responded to the survey visited Cayuga County after receiving the information, and another 19% said they plan to visit in the future. August was the most popular month to visit followed by October and September. January, February and December were the least popular months to visit.
33% of overnight visitors stayed in a hotel, motel or B&B, 9% at a cabin or cottage, and 6% at a campground. For those that stayed overnight, a two night stay was the most common (26%). The average spending for all travel parties (day trippers and overnight) was between $200 - $349.
When asked what they liked most about Cayuga County, the top four responses were:
- Scenery
- Wineries
- Lakes
- Friendly people
Cayuga County Office of Tourism Visitor Survey Questionnaire
- From what source did you obtain our phone number/address?
Internet: 44%
Magazines: 20%
Newspapers: 13%
Other Brochures: 5%
Info Centers: 2%
Other Sources: 16%
It is useful to know where potential visitors find travel information. This information will help us plan future marketing strategies. 79 million Americans (78%), use the Internet to find travel or destination information. This data indicates the importance of an informative, attractive, easy-to-find web site.
- Was the information we provided helpful in planning a trip to Cayuga County?
Yes: 96%
No: 4%
With 96% of the respondents indicating ‘yes’ the information was helpful, we can be assured that our visitors guide is doing a good job conveying visitor information. Our supplementary brochures, such as the Fishing Guide to Cayuga County provide additional detail for those that need it.
- Was there information you expected to receive but didn’t? Explain.
Received information expected: 95%
Other information wanted:
Travel Agency services - 1
‘Best location’ advice - 1
More information on lakes & fishing - 1
Didn’t receive information - 1
95% of respondents received the information they expected which is identical to the 2006 survey results, indicating our guide continues to provide relevant visitor information. Of the 4 responses that expressed they expected other information, two requested information which is not normally provided by a tourism office.
- Did you visit Cayuga County after receiving our information?
Yes: 52%
Planning to in 2010: 10%
Plan to visit at an undetermined date: 9%
Total: 71%
These responses provide important conversion information. By industry standards, a good conversion rate is 40%; for every 100 people asking for information, 40 should become visitors. A 52% - 71% conversion rate is very good.
- Did you use our web site, www.tourcayuga.com to plan your visit?
Haven’t yet: 1.16%
No: 36.05%
No Answer: 11.63%
Yes: 51.16%
With the majority of respondents indicating that they used our web site for visitor information, the importance of our investment in digital marketing is reinforced.
- When did you visit Cayuga County?
January: 0%
February: 0%
March: 5%
April: 7%
May: 3.5%
June: 5%
July: 8.5%
August: 27%
September: 17%
October: 22%
November: 5%
December: 0%
It is interesting to note that a shift has occurred in the most popular months to visit Cayuga County since we last surveyed visitors in 2006 with August replacing July as the most popular month to visit; October replacing August as the second most popular month; and September replacing June as the third most popular month. One can assume that this has to do with the unseasonably cool and rainy summer we had in 2009.
The least popular months to visit are January, February and December. The lower visitation to Cayuga County during these months indicates a great opportunity for future promotion of off season visitation. The challenge to Cayuga County is finding seasonal attractions and activities that will drive travel to the county during the winter months.
- Where did you stay (lodging) while visiting Cayuga County?
Hotel/Motel/B&B: 33%
Cabin/Cottage: 9%
Campgrounds: 6%
Did not respond or day tripper: 52%
It is typical to find the highest percentage of respondents stay at a hotel or motel. This information builds the case that marketing partnerships with hotels, inns and B&Bs is very beneficial.
- How many nights did you stay?
0 nights: 6.52%
1 night: 19.57%
2 nights: 26.09%
3 nights: 13.04%
4 nights: 13.04%
5 nights: 4.35%
6 nights: 2.17%
7 nights (week): 13.05%
9 nights: 2.17%
The average length of time visitors stay in our area is a useful piece of information when planning marketing strategies. The most common response to this question represented one and two night stays, with two night stays being the number one response. As most people requesting a visitor’s guide are leisure travelers, these responses indicate that the majority of visitors are coming for a “weekend getaway.” According to the Randall Travel Marketing 2009 Travel and Tourism Trends Update, leisure travel is one area of the travel and tourism market that has potential to grow in 2010 even in the current economy, so it is a good market to be in.
- Estimated trip expense
$750+: 13%
$500 - $649: 8%
$350-$499: 9%
$200-$349: 15%
Less than $199: 7%
Did not respond: 44%
Knowledge of our visitors spending habits helps us project the economic impact of tourism in Cayuga County.
- What did you like best about your visit to Cayuga County?
- Scenery
- Wineries
- Lakes
- Friendly People
This question is asked to determine why people are coming to Cayuga County, so that we will include the appropriate information in our promotional pieces.
In addition to the ten questions on the survey, we also captured the addresses of all the survey respondents to assess where our business is coming from. This information will help guide our future ad placements.
The largest number of responses came from New York State (36%). Pennsylvania, New Jersey, Ohio, and Ontario, Canada followed with each having a 6.98% response rate. Within New York State, our largest feeder markets are greater New York City, followed by other parts of Central New York.
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