Unhappy campers from abroad?
September 1, 2009
There is evidence to suggest that not all visitors to Las Vegas these days are having their expectations exceeded, or even met. This may be particularly true of international visitors, according to some key findings from the VegasSAT Index. The Index, an independent survey of visitors conducted by Clear Seas Research, periodically tracks visitor behaviors and satisfaction levels with specific casinos, shows, dining and lodging. The surveys are conducted on the Las Vegas Strip while visitors’ recollections are top of mind.
International visitors are significantly less likely to gamble during their visit, and when they do they are spending less
Just 73 percent of international visitors are gambling during their stay, compared to 83 percent of U.S. visitors. Figure 1 shows that among those international visitors who are gambling, many are spending $100 or less, which most likely amounts to “trying their hand” for the experience.
International visitors are more likely to play slots but are less satisfied with the experience
Figure 2 shows that international visitors are less satisfied with their slot-playing experience, compared to their U.S. counterparts. Given that international visitors will continue to be an important revenue stream for Las Vegas casinos it is important to understand why they rate their experience lower. Is it less familiarity with the games? Is it higher expectations going in? Operators would be wise to study this issue further.
International visitors expect more value from their live show experience
The suggestion of less satisfied international visitors is further enhanced when it comes to live shows. Figure 3 shows a significant difference between U.S. and international visitors when it comes to overall satisfaction with the live show experience. Although both U.S. and international visitors rate their satisfaction relatively high, it is clear that the international visitor sees more room for improvement than the U.S. visitor. Casinos will want to explore this finding more deeply to better understand the perceptions and expectations of this discerning and important customer segment.
For more information on this study, or other market research needs, please contact John E. Thomas, Executive Director, Gaming Insights Group, Clear Seas Research at Thomasj@clearseasresearch.com, 248.786.1659 or visit www.clearseasresearch.com.
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