 |
| Denali Park Visitor Information Center |
Survey Shows How Alaskan Travelers Make Decisions
We found an NPS survey, taken at Denali Park, that we thought we'd share.
Although much of the information is specific to Denali, this data is important
for independent businesses all over Alaska. It's not skewed -- as so many
Alaska tourism surveys are -- to reflect the interests of cruise ships.
The data shows surprising trends that are not part of "common wisdom."
Even though Denali Park is heavily marketed by major tour companies, tied
to cruise ships, this survey shows that independents are a very important segment
of park visitors.
The 2011 Denali Park survey offers a rare glimpse into Alaska's travelers, including
who they are, and what they think and do. Here's a rundown:
60% Of Denali Travelers Over 50 Years Old
What This Means: It means 40% are younger than 50. Younger people are traveling
with active older people. Activities like rafting and flightseeing and adventure touring are
entertaining for mixed age groups.
And, Disney has been running family tours on the Parks Highway -- experimenting with
different things that families with children like to do. (See story below.)
Printed Material Is Important
What This Means: According to the survey, the top way people learned about the park was through friends and
family and printed material. Although 52% used the park website, only 18% used "other" web sites.
The use of "social media" was statistically insignificant -- only 1% said they found out about the park through social media.
Only 13% of people going to the park relied on TV or radio for information.
Once in the Park, printed material was a top means of finding out what to do --
even higher than talking to an official at a desk.
Why so little attention to technology? Because there's a lack of TV, web, cell phone and radio coverage
along at least half of Alaska's road system.
Half Of Denali Travelers Drive Themselves
What This Means: Because Denali is crowded with large hotels run by cruise companies, and because cruise travelers move in big, noticeable groups, the idea that 1/2 of Denali's visitors are making their own decisions is something of a surprise.
The survey showed that 51% of Denali's travelers are "independents." (28% came in a private vehicle, and
23% came in a rented vehicle.) And, the number is growing -- In 2006, only 42% of travelers were independents.
28% Of Denali Travelers Go Camping
What This Means: There are several good trends here. First, the percentage of independent
travelers moving through Alaska is growing. Second, the RV and camping segment remains
strong -- because Boomers enjoy the independence.
Only 4% Of Denali Travelers Are Alone
What This Means: Only 4% of people travel to Denali alone;
47% travel in groups of two, and the rest travel in groups larger than
two people.
Many Travelers Wait To Make Reservations When They Arrive At Denali
hat This Means: There is a common wisdom in Alaska that everyone plans
ahead. It's not always true. Although group tours are made in advance, the survey
showed that many people wait until they reach Denali to make their bus reservations.
The average traveler to Denali spends 2.7 days in the park area, according to
NPS. And Denali is one of the top four highest length-of-stay national parks
in the U.S. It ties with the Grand Canyon.
Independents who drive cars and RV's are a great market. They all
need meals, adventures and lodging.
90% Of Travelers Enter Buildings Where The Denali Summer Times Is Displayed
What This Means: Within the Park, 90% of people go to the NPS visitor center.
The Denali Summer Times is available there and at the Wilderness
Access Center, where people make their bus reservations.
Last summer we distributed 275,000 Bearfoot-brand guides
in places where people can find them statewide.
People Love Their Visit To Alaska
What This Means: In their survey, NPS found that most visitor groups -- 96% -- rated the
overall quality of facilities, services, and recreational opportunities at Denali as
"very good" or "good."
Visitors to Denali have a wide range of
experiences -- from fancy hotels to small local cabins and family hotels. And from small horseback
riding operations to sophisticated flightseeing and rafting trips. The overall
rating for all these experiences is 4 or 5 stars. It's a good sign for Alaska as a whole.
The personal touch, attention to independent travelers, overall friendliness
and Alaskan lifestyles are positive qualities, found all over Alaska. Be
confident in what you have to offer, and your ability to deliver a quality
vacation to people who are looking for your services.
Disney Is Pushing Ahead In Alaska
Meanwhile, Disney is plowing ahead with family-based custom land tours.
There's plenty of room for growth in the Alaska tourism market -- including
expanding trips for families.
Disney's week-long family tour has been evolving over the past few years. It's pricey:
around $5,000 per person. Encouragingly for small businesses, it pretty much copies the low
key itinerary the typical independent traveler might come up with. It includes seeing a dog kennel,
eating out on a picnic, going on a riverboat trip, checking out wildlife at
Turnagain Arm, taking a boat cruise, and going on the tram
to the top of Mt. Alyeska.
Disney has been tinkering with their itinerary.Though the plot stays basically
the same, the places where these things happen have changed over several seasons.
What's the takeaway on this? That families have money. And they can be
convinced to come to Alaska, on a low-key independent-style "family adventure."