Research rates Mat-Su visitors above average

Tourists who visit and overnight in the Mat-Su Valley stay longer and spend more while in Alaska. That's good news for visitor industry businesses here in the Valley.

A new research report commissioned by the Mat-Su Convention and Visitors Bureau details everything from where visitors gather trip planning information, what activities they enjoy, where they stay, to how satisfied they are with their experience. The information will be used to better target market future visitors.

"The data we collected confirms that Mat-Su has multiple markets of visitors and is in a good position to attract more," said Eric McDowell of the Juneau based McDowell Group that conducted the surveys. "It also supports that the Mat-Su CVB's intuitive marketing efforts are on track with reaching those visitors."

The multiple markets include international visitors, visiting friends and relatives, cruisetour visitors (those who purchase a land package with their Alaska cruise), disappearing cruise visitors (visitors who travel independently before or after their Alaska cruise) and domestic independent travelers. The report separates the data in two chapters -- cruise and non-cruise visitors.

In 2004 an estimated 850,000 cruise passengers will visit Alaska, and the Mat-Su CVB intends to lure increasing numbers of them to the Mat-Su. The Valley's proximity to Anchorage, which is the major entry and exit for cruise passengers, is a great benefit. These visitors have the option to add several days prior to or after their seven-day cruise, and Mat-Su CVB's message of using the Valley as a "base camp" to explore Alaska is working. Non-cruise visitors who come to the Valley average 15.6 nights total in Alaska compared to 12.9 nights for statewide non-cruise visitors. And, the non-cruise Mat-Su visitors spent on the average five of those nights in the Mat-Su. Eighteen percent of Mat-Su non-cruise visitors came to Alaska primarily to visiting friends and family. This information supports the marketing efforts the bureau dedicates to the in-state resident market both in radio and television, keeping awareness high for visiting the Valley.

The research also revealed the growing importance of the Internet in the trip planning process. The Internet was the leading source of information for both non-cruise and cruise visitors. And, 41 percent of non-cruise visitors book a portion of their travel online. The Mat-Su CVB Web site, www.alaskavisit.com, is currently being redesigned and retooled to better help visitors get the information they need and connect them with member businesses. The new site, once it is launched, will see increased traffic from online marketing efforts and all media driving visitors to the Web site. Traditional guides, brochures and travel agents are also sources used in gathering information.

Visitors were also asked to estimate how much their travel party spent in Alaska on their entire Alaska trip, excluding travel to and from Alaska. Average spending by Mat-Su non-cruise visitors was 12 percent higher than the statewide average, at $2,961 per party compared to $2,645 per party among statewide visitors. Visitors also rated their overall experience in Alaska high (4.7 on a 5-point scale) and responded they are likely to return to Alaska and the Mat-Su.

The McDowell Group intercepted and interviewed a total of 1,081 visitors who overnighted in the Mat-Su. The study excluded Alaska residents, business visitors and seasonal employees. A summary of the report will be presented at the Mat-Su CVB monthly luncheon Friday at the Mat-Su Resort, offering an opportunity for business owners to learn the characteristics and habits of these visitors and try and capture them with marketing efforts.