Leisure Visitor Profile Summary - Mexico
EL PASO CONVENTION & VISITORS BUREAU IN PARTNERSHIP WITH TEXAS ECONOMIC DEVELOPMENT & TOURISM DIVISION
MEXICO LEISURE VISITOR PROFILE SUMMARY
May 2017
Background & Objectives
• The Texas Economic Development & Tourism Division (the Division) has again partnered with Strategic Marketing & Research Insights (SMARInsights) to conduct Mexico advertising effectiveness and visitor profile research. The research also generates key inputs for visitor volume estimates. The pilot wave of this research was conducted in spring 2015. • The research effort is designed to provide similar measures to partnering CVBs. El Paso Convention and Visitors Bureau chose to partner on the project. • The leisure visitor profile research captures Texas visitor specifics including information resources used, month of visit, purpose of trip, activities, length of stay, lodging, trip rating, and visitor demographics. • Texas cities’ share of trips is estimated using the total number of city visits and the total number of Texas visits over the past year. • The following is a review of the Mexico leisure visitor profile results for El Paso CVB.
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Methodology
• Data was collected via an online survey administered from March 28 to April 9, 2017. • The effort yielded 3,219 completed surveys. • The sample is weighted to be representative of the Mexico population distribution. • The following data tables contain indexes. An index indicates the degree to which your city’s results are above or below the city average:
Completed Surveys
Markets:
Mexico & Distrito Federal
1,003
Nuevo Leon
403
Jalisco
404
Guanajuato
403
Chihuahua
235
Coahuila de Zaragoza
148
Tamaulipas
122
Remaining
501
Total
3,219
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LEISURE VISITOR PROFILE
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Trip Information Sources
El Paso visitors are most likely to use friends/family, search engines, or Facebook to gather information for their trip. The city website and traditional travel agents are also use by a notable portion of visitors – and El Paso visitors are more likely than visitors to other Texas cities to use these resources.
•
City average
El Paso Index
El Paso
Talked to friends or family
39% 45% 86
Search engines such as Google, Bing or Yahoo!
23% 25% 94
18% 18% 100
Website of the specific Texas city you visited
14% 13% 104
•
Traditional travel agency
13% 10% 134
The printed Texas travel guide
13% 14% 91
Travel review sites such as TripAdvisor.com
10% 15% 64
Online travel agent such as Best Day, Despegar, or Price
9% 15% 63
The Texas travel website, www.TravelTexas.mx
9% 12% 72
Airline website(s)
9% 13% 64
Hotel website(s)
9% 17% 51
Travel book(s)
7% 7%
96
The Texas travel email newsletter
4% 7%
51
Other
3% 2% 139
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Seasonality
City average
El Paso index
Season of Visit
El Paso
41%
36%
114
Winter
El Paso shows skews for summer and winter travel.
•
23%
24%
93
Spring
36%
30%
121
Summer
23%
26%
87
Fall
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Trip Purpose
City average
El Paso index
El Paso
Shopping
49% 30% 30% 16% 15%
33% 36% 33% 12% 12%
148
Visiting friends or relatives
84 90
Getaway weekend
Combining business with leisure
131 129
Special occasion such as a wedding or reunion
Concert
6% 5% 4% 3% 1% 1%
7% 6% 5% 4% 3% 1%
87 77 83 75 49 84
Other
Festival/fair
Medical/healthcare
Professional sporting event
Amateur sporting event
• El Paso visitors are most likely to come for shopping, visiting friends or relatives, and/or getaway weekends. • El Paso skews high compared to other cities for shopping, combining business with leisure, and special occasion visits.
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Motivating Trip Activities
City average
El Paso index
El Paso
Outlet shopping Shopping malls
23% 23% 16% 15%
16% 17%
148 139 226 149 157 101 123 113 70
Shopping at unique local shops
7%
Discount stores such as TJ Maxx, Walmart, and Ross
10%
Christmas celebration
7% 6% 5% 5% 5% 4% 4% 4% 4% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1%
4% 8% 5% 4% 4% 8% 4% 8% 4% 5% 3% 3% 2% 2% 5% 3% 2% 8% 3%
Shopping dominates the list of motivating El Paso trip activities, with outlet and mall shopping standing out among the specific shopping types.
•
Night life
Black Friday shopping
Outdoor activities (hiking, biking, camping, etc.)
Luxury shopping
Summer break celebration Museum or art exhibit Historic attractions/sites
52
109
47
Zoo/aquarium
103
Unique local dining
80 92 60 90 28 50 52
Concert, theater or dance
Live music Festival/fair
123
Mexican Independence Day celebration
Theme/amusement/water park
Other
Easter celebration
Beach/waterfront activities Professional sporting event
9
24
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Length of Stay
City average
El Paso index
El Paso
El Paso visits are slightly longer than the average Texas city visit.
•
Average nights spent in city
1.9
1.7
110
City average
El Paso index
El Paso
Most El Paso visitors are coming for day trips or short overnight trips.
•
16%
20%
78
Day trip
45%
42%
107
1 night
15%
16%
93
2 nights
14%
14%
98
3-4 nights
5%
5%
93
5-7 nights
6%
2%
223
8+ nights
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Accommodations
City average
El Paso index
El Paso
Most El Paso overnight visitors stay in a hotel, although it is worth noting that El Paso does over-index on B&B stays.
•
Hotel/motel
91%
86%
106
Bed & breakfast
9%
8%
111
Resort
5%
9%
54
Campsite
3%
3%
102
Rental home
1%
3%
30
RV
1%
3%
23
Home sharing such as Airbnb or HomeAway
0.5%
1%
54
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Trip Rating
El Paso visitors are satisfied with their trip, as are visitors to other Texas cities.
•
City average
El Paso index
El Paso
1%
1%
52
Poor/Terrible
15%
13%
113
Fair
41%
43%
96
Good
43%
43%
101
Excellent
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Visitor Demographics
City average
El Paso index
Age
El Paso
18-24 25-34 35-44 45-54
12% 31% 26% 25%
10% 29% 29% 22% 10%
119 107
89
112
7%
66
55+
Compared to other Texas city visitors, El Paso visitors skew young, lower income, and less educated.
•
Income
1%
2% 5%
77
Up to $3,799 Pesos
11% 21% 48% 16%
216 130
From $3,800 to $9,799 Pesos From $9,800 to $16,699 Pesos From $16,700 to $50,399 Pesos From $50,400 to $121,999 Pesos
16% 51% 21%
94 78 48
$122,000 Pesos or more
2%
5%
Education
1% 3% 9%
0% 1% 6%
182 248 135
Primaria
Secunadria
Media Superior o Preparatoria
54% 31%
56% 33%
97 96 66
Superior (Licenciatura)
Posgrado Doctorado
2%
4%
Kids
62%
58%
106
Have kids at home
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APPENDIX: CITIES’ SHARE OF TEXAS TRIPS
City Share of Texas Trips
March 2014 – March 2015 Share of Leisure Trips
March 2016 – March 2017 Share of Leisure Trips
March 2014 – March 2015 Share of Business Trips
March 2016 – March 2017 Share of Business Trips
March 2016 – March 2017 Share of *Total Trips
Texas City
Texas City
Texas City
Houston
16%
19%
15%
16%
18%
San Antonio
Houston
San Antonio
15%
14%
15%
14%
18%
Houston
San Antonio
El Paso
14%
11%
14%
15%
16%
El Paso
Dallas
McAllen
12%
16%
14%
11%
12%
McAllen
El Paso
Dallas
12%
10%
10%
12%
10%
Dallas
Laredo
Laredo
10%
13%
10%
7%
6%
Laredo
Brownsville
6%
7%
11%
6%
Austin
6%
Austin
McAllen
5%
5%
7%
4%
Brownsville
Austin
Brownsville
5%
3%
7%
4%
South Padre
NA
Fort Worth
Fort Worth
3%
3%
3%
2%
Fort Worth
Corpus Christi
NA
South Padre
3%
2%
1%
Galveston
NA
Galveston
NA
Galveston
2%
2%
1%
Other
2%
Other
NA
Other
2%
1%
1%
Corpus Christi
NA
South Padre
NA
Corpus Christi
1%
*No historical data is shown due to limitations of the prior survey instrument which did not allow the calculation of total visitation percentage for each city.
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