Ixtapa-Zihuatanejo Survey AnalysisSeptember 19, 2011<br />
Methodology <br />Worked with professional polling company Livewire to conduct the survey<br />Polled 200 adults 30+ years...
Executive Summary<br />The results are encouraging. <br />Respondents polled are concerned but have the issue in the prope...
Executive Summary<br />When people think of Mexico they think of beautiful beaches, rich culture and a reasonably priced v...
Survey Results<br />
Questions<br />When thinking about future vacations you may take, which of the following would you consider? <br />
Questions<br />Which of the following locations are you open to considering for one of your next vacations? <br />
Questions<br />To which of the following locations have you vacationed in the past? <br />
Questions<br />Where in Mexico have you previously vacationed? <br />
Questions<br />Which of the following cities in Mexico have you heard of? <br />
Questions<br />How likely are you to vacation in Mexico in the next few years?<br />
Questions<br />If money and time were of no issue, how likely would you be to book a trip to Ixtapa-Zihuatanejo within the...
Questions<br />Which of the following words and phrases do you think are most associated with Mexico? <br />
Questions<br />How safe would you feel traveling to towns like Ixtapa-Zihuatanejo?<br />63% of respondents would feel safe...
Questions<br />What if you were assured that elevated crime rates were largely isolated to Mexican border towns, but that ...
Verbatim Summary<br />
Verbatim<br />What is your current perception of Mexico as a vacation destination? (In order of the amount of responses)<b...
Inexpensive vacation
Unsafe
Luxurious resorts
Relaxing
Potentially dangerous
Friendly people
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Ixtapa zihuatanejo survey analysis final 9.19.11

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Ixtapa zihuatanejo survey analysis final 9.19.11

  1. 1. Ixtapa-Zihuatanejo Survey AnalysisSeptember 19, 2011<br />
  2. 2. Methodology <br />Worked with professional polling company Livewire to conduct the survey<br />Polled 200 adults 30+ years of age<br />We only polled those who live in markets that feed prominently into Ixtapa-Zihuatanejo<br />West coast: Washington, Oregon, California<br />Mid-west: Wisconsin, Illinois, Ohio, Minnesota<br />Southwest: Texas<br />Respondents identified themselves as “travelers” vs. “tourists”<br />Have an affinity for culinary<br />Affluent households of $50K+<br />
  3. 3. Executive Summary<br />The results are encouraging. <br />Respondents polled are concerned but have the issue in the proper context<br />People are concerned and aware of crime issues in Mexico, yet state that they understand the majority of these crimes take place in border towns, with the exception of Acapulco, which was called out specifically<br />67% of respondents polled say they are likely to vacation in Mexico in the next few years<br />Many of the respondents who said they would not go to Mexico cited the economy – not just violence – as a reason for not going<br />
  4. 4. Executive Summary<br />When people think of Mexico they think of beautiful beaches, rich culture and a reasonably priced vacation<br />An article posted in the 9.18.11 edition of the Seattle Times mirrors our findings: (article attached separately) people have the issue in context<br />Mexico remains the number two rated location respondents would like to visit behind only Hawaii<br />Safety is an issue we should address in its proper context, but we equally need to continue to raise awareness levels of the region -- less than half of the people polled have heard of Ixtapa-Zihuatanejo <br />
  5. 5. Survey Results<br />
  6. 6. Questions<br />When thinking about future vacations you may take, which of the following would you consider? <br />
  7. 7. Questions<br />Which of the following locations are you open to considering for one of your next vacations? <br />
  8. 8. Questions<br />To which of the following locations have you vacationed in the past? <br />
  9. 9. Questions<br />Where in Mexico have you previously vacationed? <br />
  10. 10. Questions<br />Which of the following cities in Mexico have you heard of? <br />
  11. 11. Questions<br />How likely are you to vacation in Mexico in the next few years?<br />
  12. 12. Questions<br />If money and time were of no issue, how likely would you be to book a trip to Ixtapa-Zihuatanejo within the next year?<br />
  13. 13. Questions<br />Which of the following words and phrases do you think are most associated with Mexico? <br />
  14. 14. Questions<br />How safe would you feel traveling to towns like Ixtapa-Zihuatanejo?<br />63% of respondents would feel safe traveling to Ixtapa-Zihuatanejo<br />
  15. 15. Questions<br />What if you were assured that elevated crime rates were largely isolated to Mexican border towns, but that the crime rate in resort towns was identical toUS tourist destinations<br />
  16. 16. Verbatim Summary<br />
  17. 17. Verbatim<br />What is your current perception of Mexico as a vacation destination? (In order of the amount of responses)<br /><ul><li>Beautiful beaches
  18. 18. Inexpensive vacation
  19. 19. Unsafe
  20. 20. Luxurious resorts
  21. 21. Relaxing
  22. 22. Potentially dangerous
  23. 23. Friendly people
  24. 24. Rich culture
  25. 25. Great food</li></li></ul><li>Verbatim<br />Why are you likely to vacation in Mexico in the next few years? (In order of responses)<br /><ul><li>Want to experience the culture
  26. 26. Mexico is a popular cruise destination
  27. 27. Beautiful beaches
  28. 28. Warm weather
  29. 29. Family destination
  30. 30. Received recommendations from others
  31. 31. Great food</li></li></ul><li>Verbatim<br />Why are you unlikely to vacation in Mexico in the next few years? (In order of responses)<br /><ul><li>Can be dangerous to travel to certain parts of Mexico
  32. 32. High crime rate and tourists safety concerns that are consistently talked about in the media
  33. 33. Due to the economy, traveling can be too expensive for some people
  34. 34. Drug wars currently happening</li></li></ul><li>Verbatim<br />Why do you associate Mexico as a destination that has lots of crime or is dangerous? Where have you heard this and what have you heard? Where in Mexico do you think this is taking place? (In order of responses)<br /><ul><li>Hearing about crime on TV and in the news
  35. 35. Most of the violence is contained to Acapulco, Tijuana, and border towns
  36. 36. Kidnapping and murders are the crimes that are mentioned the most
  37. 37. The Mexican drug cartel is perceived to be behind the majority of the crimes</li></li></ul><li>Verbatim<br />Other than issues relating to money and cost, what would need to happen before you would book a trip to Mexico? What kinds of information would you like to have to convince you that this would be a good destination for a vacation in the future?<br />“I don't need convincing...I already consider Mexico when it's appropriate.”<br />“I would feel more comfortable traveling to Mexico if the United States government claimed it to be safe for American citizens to travel to Mexico.”<br />
  38. 38. Most mentioned themes<br />Nearly 70 percent of people are still considering traveling to Mexico for their next vacation<br />Resort destinations are generally perceived as safe<br />People have concerns about the violence that is happening in Mexico but they are aware that the crime is mainly contained to border towns<br />Safety statistics would encourage more people to travel<br />Beautiful beaches and rich culture are the most common reasons for traveling, in general for this group<br />
  39. 39. Recommended next steps<br />Ensure you’re doing all you can to keep your visitors safe – age of new media means “no spin” each visitor has the ability to share their experience with millions of others<br />Address the issue proactively for those within your data bases – once, then respond to one-offs appropriately<br />Do so without sensation and provide facts – refer to the proposed copy we recommended for the email<br />We have to address issues head-on. If someone feels unsafe to travel no amount of beautiful amenities will make them feel better. They feel better when they have their issue addressed.<br />Train hotel PR people and reservations staff how to handle questions related to safety from potential travelers<br />Engage our brand ambassadors<br />

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