2015 U.S. TOURISM QUALITY PERFORMANCE REPORT RESONANCE REPORT

Transcription

1 2015 U.S. TOURISM QUALITY PERFORMANCE REPORT RESONANCE REPORT

2 RESONANCE CONSULTANCY CREATES DEVELOPMENT STRATEGIES, PLANS, AND BRANDS THAT SHAPE THE FUTURE OF PLACES AROUND THE WORLD. Our team has advised developers, destinations, communities, cities and governments in more than 70 countries. We provide leading public and private sector organizations with research, visioning, strategic planning, development strategy, and brand strategy to help realize the full potential of developments, destinations and communities. The 2015 U.S. Tourism Quality Performance Report ranks large, medium and small destinations from a unique and increasingly important supply side perspective, an overview of which is provided here. Individual city reports with details per category and customized competitive benchmarking with 10 key competing destinations are available for purchase at:

3 INTRODUCTION Resonance Consultancy has undertaken Destination Assessments and Development Strategies for a wide range of destinations, cities, states and countries. Through our work, we ve learned that traditional performance indicators economic output, spending and visitors don t tell destinations and their tourism and economic development agencies the whole story. In our experience, Destination Marketing Organizations focus primarily on growing visitor numbers, but there is relatively scant attention paid to the product development and programming required to maintain and improve the quality of the visitor experience. As a growing number of visitors base their judgment about destinations on overall experiential quality rather than just the number of must-see attractions, growth in demand must be matched by expansion and improvement in supply to ensure the viability and sustainability of a destination s tourism industry over the long term. To solve this problem, Resonance Consultancy has analyzed social media channels from increasingly influential websites such as Trip Advisor and Yelp. We ve identified how many quality 1 experiences cities offer from one product and experience category to the next as rated by locals and visitors themselves. With more than 270 million combined reviews, these sites are both powerful marketing channels for destinations, and can also provide new insight and intelligence into the experiential quality and differentiating characteristics of destinations themselves. We think you ll find that this approach to examining the quality of destinations from the visitors point of view is both an effective and efficient method to measure supply side performance from one destination to the next and a valuable tool to better understand the competitive advantages and weaknesses of your destination. From a demand side perspective, it s generally straightforward to assess a destination s performance using standardized measures of visitor traffic, spending or hotel occupancy rates. But when it comes to evaluating the supply side of a destination, no standardized measures exist to benchmark the experiential quality of one destination to the next. Traditional visitor intercept surveys provide destinations with insight into what visitors find appealing or lacking, but there is no efficient or standardized way to compare and benchmark these results with those of other destinations. 1 Quality Experiences are those with an overall rating of very good or excellent

4 METHODOLOGY The 2015 U.S. Tourism Quality Performance Report measures tourism s supply-side performance and competitiveness in 121 cities across the United States based on both absolute and indexed scales: the absolute scale measures the total number of quality 1 experiences; the indexed scale evaluates performance in terms of how many quality 1 experiences are delivered per visitor (i.e. the number of quality experiences per 100,000 visitors). To formulate visitor estimates for each destination and create the indexed scoring, we utilized a combination of data from TNS Global s 2014 visitor survey for domestic visitor counts and the U.S. Department of Commerce National Travel and Tourism Office Air Travelers Survey for international counts to create estimates for total visitors to each destination. Resonance selected destinations for this report based on the availability of adequate data from these two sources. The rankings that follow are based on an analysis of the number of products or experiences rated as very good or excellent in 17 different areas. We have grouped them into six core categories: 1. Culture The arts and culture in a city Museums (Trip Advisor) Theaters & Concerts (Trip Advisor) Arts & Entertainment (Yelp) 2. Entertainment Fun attractions and experiences Shopping (Yelp) Nightlife (Yelp) Amusement Parks (Trip Advisor) Zoos & Aquariums (Trip Advisor) Casinos & Gambling (Trip Advisor) Fun & Games (Trip Advisor) 3. Sightseeing The natural and built environment of a city Sights & Landmarks (Trip Advisor) Nature & Parks (Trip Advisor) Sightseeing Tours (Trip Advisor) 4. Sports & Adventure A destination s outdoor activities and adventures Outdoor Activities (Trip Advisor) Boat Tours & Water Sports (Trip Advisor) 5. Culinary The food experiences in a destination Food & Drink (Trip Advisor) Restaurants (Yelp) 6. Lodging Accommodations in a city Hotels (Trip Advisor) 1 Quality Experiences are those with an overall rating of very good or excellent

5 METHODOLOGY (CONT D) Finally, in order to benchmark similar-sized cities against one another, destinations have been segmented into three groups based on their estimated visitor traffic: Large destinations That attract more than 10 million visitors per year Medium destinations That total between 4-10 million visitors Small destinations That attract fewer than 4 million visitors annually

6 2015 NATIONAL TOURISM QUALITY Portland OR 6, Kauai Island HI Los Angeles CA 19, New York City NY 20, Maui Island HI 1, Anaheim / Orange County CA 8, Hawaii (Big Island) HI 1, Oahu Island (Honolulu) / Waikiki HI 4, Chicago IL 8, Oakland CA 1, El Paso TX San Diego CA 7, Tucson AZ 1, Seattle WA 4, San Francisco CA 8, Quad Cities IL Austin TX 3, Philadelphia PA 3, Anchorage AK Boise ID Providence RI Phoenix AZ 2, Albuquerque NM 1, San Jose CA 2, Houston TX 4, Minneapolis MN 1, Cincinnati OH 1, Reno / Sparks NV Louisville KY 1, San Antonio TX 2, Tampa / St Petersburg FL 2,

7 2015 NATIONAL TOURISM QUALITY Norfolk VA Richmond VA 1, Kansas City MO 1, Raleigh NC 1, Jacksonville FL 1, Fairbanks AK Denver CO 2, Sarasota FL Charlotte NC 1, New Orleans LA 2, Sacramento CA 1, Columbus OH 1, St Louis MO 1, Omaha NE Wichita KS Colorado Springs CO Huntsville AL Baltimore MD 1, Newport News VA Indianapolis IN 1, Portland ME Washington DC 2, Spokane WA Memphis TN 1, Milwaukee WI 1, Tulsa OK Pittsburgh PA 1, Tallahassee FL Salt Lake City UT Cedar Rapids IA Greensboro NC

8 2015 NATIONAL TOURISM QUALITY Fresno CA Wilmington NC Long Island NY 1, Akron OH Springfield MO Boston MA 1, Buffalo NY Greenville / Spartanburg SC Grand Rapids MI Las Vegas NV 4, Madison WI Oklahoma City OK Fort Worth TX 1, Miami FL 2, Flint MI Nashville TN 1, Burlington VT Billings MT Rochester NY Charleston SC Dallas TX 2, Lexington KY Cleveland OH Juneau AK Baton Rouge LA Columbia SC Dayton OH Santa Barbara CA Detroit MI Savannah GA Lubbock TX

9 2015 NATIONAL TOURISM QUALITY Knoxville TN Pensacola FL Orlando FL 4, Atlanta GA 2, Fayetteville NC Trenton NJ Birmingham AL Midland / Odessa TX Manchester NH Palm Springs CA Des Moines IA Hartford CT Corpus Christi TX Amarillo TX Little Rock AR Green Bay WI Fort Lauderdale FL Fort Myers FL West Palm Beach FL Albany NY Newark NJ Harrisburg PA Myrtle Beach SC Allentown PA Syracuse NY Jackson MS Biloxi / Gulfport MS Atlantic City NJ

10 2015 LARGE DESTINATION TOURISM QUALITY Los Angeles CA 19, New York City NY 20, Anaheim / Orange County CA 8, Chicago IL 8, San Diego CA 7, Seattle WA 4, San Francisco CA 8, Austin TX 3, Houston TX 4, San Antonio TX 2, Tampa / St Petersburg FL 2, Denver CO 2, New Orleans LA 2, Washington DC 2, Boston MA 1, Las Vegas NV 4, Miami FL 2, Nashville TN 1, Dallas TX 2, Orlando FL 4, Atlanta GA 2, Estimate 10 million or more visitors annually

11 2015 MEDIUM DESTINATION TOURISM QUALITY Portland OR 6, Oahu Island (Honolulu) / Waikiki HI 4, Oakland CA 1, Tucson AZ 1, Philadelphia PA 3, Phoenix AZ 2, San Jose CA 2, Minneapolis MN 1, Cincinnati OH 1, Louisville KY 1, Richmond VA 1, Kansas City MO 1, Raleigh NC 1, Jacksonville FL 1, Charlotte NC 1, Sacramento CA 1, Columbus OH 1, St Louis MO 1, Omaha NE Colorado Springs CO Baltimore MD 1, Indianapolis IN 1, Memphis TN 1, Milwaukee WI 1, Tulsa OK Pittsburgh PA 1, Estimated 4-10 million visitors annually

12 2015 MEDIUM DESTINATION TOURISM QUALITY Salt Lake City UT Fresno CA Long Island NY 1, Buffalo NY Madison WI Oklahoma City OK Fort Worth TX 1, Rochester NY Charleston SC Lexington KY Cleveland OH Columbia SC Santa Barbara CA Detroit MI Savannah GA Knoxville TN Birmingham AL Palm Springs CA Fort Lauderdale FL Fort Myers FL West Palm Beach FL Albany NY Myrtle Beach SC Syracuse NY Biloxi / Gulfport MS Atlantic City NJ Estimated 4-10 million visitors annually

13 2015 SMALL DESTINATION TOURISM QUALITY Kauai Island HI Maui Island HI 1, Hawaii (Big Island) HI 1, El Paso TX Quad Cities IL Anchorage AK Boise ID Providence RI Albuquerque NM 1, Reno / Sparks NV Norfolk VA Fairbanks AK Sarasota FL Wichita KS Huntsville AL Newport News VA Portland ME Spokane WA Tallahassee FL Cedar Rapids IA Greensboro NC Wilmington NC Akron OH Springfield MO Less than 4 million visitors annually

14 2015 SMALL DESTINATION TOURISM QUALITY Greenville / Spartanburg SC Grand Rapids MI Flint MI Burlington VT Billings MT Juneau AK Baton Rouge LA Dayton OH Lubbock TX Pensacola FL Fayetteville NC Trenton NJ Midland / Odessa TX Manchester NH Des Moines IA Hartford CT Corpus Christi TX Amarillo TX Little Rock AR Green Bay WI Newark NJ Harrisburg PA Allentown PA Jackson MS Less than 4 million visitors annually

15 Canada 33 Water St. Suite 601 Vancouver, BC V6B 1R4 P E info@resonanceco.com United States 112 W 34th Street, 18th Floor New York, NY P E info@resonanceco.com resonanceco.com The Resonance Report is produced for general interest only; it is not definitive. It must not be relied upon in any way. Although high standards have been used in the preparation of the information and analysis presented in this report, no responsibility or liability whatsoever can be accepted by Resonance Consultancy Ltd. for any loss or damage resultant from any use of, reliance on, or reference to the contents of this document. We make no express or implied guarantee of its accuracy. Please be advised that your use of The Resonance Report document constitutes your agreement to (i) use the content under a limited license only for your own internal purposes, and (ii) not disclose, publish or otherwise make public or provide the content, in whole or in part, to any third person or entity without the prior written consent of Resonance Consultancy Ltd. The content is and remains at all times the exclusive intellectual property of Resonance Consultancy Ltd. Copyright 2015 Resonance Consultancy Ltd.