2. Methodology Worked with professional polling company Livewire to conduct the survey Polled 200 adults 30+ years of age We only polled those who live in markets that feed prominently into Ixtapa-Zihuatanejo West coast: Washington, Oregon, California Mid-west: Wisconsin, Illinois, Ohio, Minnesota Southwest: Texas Respondents identified themselves as “travelers” vs. “tourists” Have an affinity for culinary Affluent households of $50K+
3. Executive Summary The results are encouraging. Respondents polled are concerned but have the issue in the proper context 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 67% of respondents polled say they are likely to vacation in Mexico in the next few years Many of the respondents who said they would not go to Mexico cited the economy – not just violence – as a reason for not going
4. Executive Summary When people think of Mexico they think of beautiful beaches, rich culture and a reasonably priced vacation 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 Mexico remains the number two rated location respondents would like to visit behind only Hawaii 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
12. Questions If money and time were of no issue, how likely would you be to book a trip to Ixtapa-Zihuatanejo within the next year?
13. Questions Which of the following words and phrases do you think are most associated with Mexico?
14. Questions How safe would you feel traveling to towns like Ixtapa-Zihuatanejo? 63% of respondents would feel safe traveling to Ixtapa-Zihuatanejo
15. Questions 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
38. Most mentioned themes Nearly 70 percent of people are still considering traveling to Mexico for their next vacation Resort destinations are generally perceived as safe People have concerns about the violence that is happening in Mexico but they are aware that the crime is mainly contained to border towns Safety statistics would encourage more people to travel Beautiful beaches and rich culture are the most common reasons for traveling, in general for this group
39. Recommended next steps 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 Address the issue proactively for those within your data bases – once, then respond to one-offs appropriately Do so without sensation and provide facts – refer to the proposed copy we recommended for the email 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. Train hotel PR people and reservations staff how to handle questions related to safety from potential travelers Engage our brand ambassadors
