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Chicago Southland CVB releases results from 2013 Visitors Conversion Study

Lansing, Ill. - The Chicago Southland Convention & Visitors Bureau recently completed a conversion study that assessed the marketing materials created by the CVB and helped develop a leisure visitor profile. In January 2013, a survey was sent to individuals who requested travel information from the CVB in 2012. The survey, conducted by enRiched Consulting LLC, received over a thousand responses to provide a reliable and informative depiction of the relationship between the survey respondents, the Chicago Southland CVB and the region.

One of our main takeaways from the conversion study is that our marketing materials are working, and visitors are generating a larger economic impact than we expected in the Chicago Southland, said Jim Garrett, President/CEO of the Chicago Southland CVB. This study also demonstrated the need to continue educating our local residents about the unique things the region has to offer. Our residents and frontline staff in the hospitality industry are the ambassadors of the Chicago Southland.

The Chicago Southland released an infographic showing some of the collected results which can be found here.

According to the survey results, recent visitors to the Chicago Southland region resemble the following description:

-Married couples between the ages of 46-55 who have no children (under the age of 17) living at home, and were traveling to visit family and friends.

-Traveled by car and stayed an average of 1.93 nights in a hotel, spending an average of $904.20 during their entire visit.

-Influence of information obtained from the Chicago Southland CVB:
+67% received information and travelled to the Chicago Southland region
+85% noted the information had a great deal of influence to some influence on their decision to visit

-Majority used the information received to:
+Learn about the Chicago Southland region (58%)
+Save for future use (57%)
+Share with friends (37%)

-Because of the information received,
+45% visited an advertised restaurant
+43% visited an advertised attraction
+39% visited an advertised store
+28% stayed in an advertised hotel
+22% attended an advertised event

-Top 3 activities visitors participated in during their visit:
1.Shopping
2.Dining
3.Sightseeing

-Top 3 attractions visited:
1.Brookfield Zoo, Brookfield, Ill. 2.Orland Square Mall, Orland Park, Ill. 3.Childrens Museum in Oak Lawn, Oak Lawn, Ill.

-Described the Chicago Southland region as (Top three phrases used)
1. Having a lot of variety and a lot to see and do
2. Fun and exciting
3. Friendly and welcoming

-Chicago Southland visitors -Internet  General search engines (Ex. Google, Yahoo!)
-Visitor guide (Ex. Chicago Southland Visitors Guide)
-Destination travel websites (Ex. VisitChicagoSouthland.com)


Working within their five-year strategic plan, the Chicago Southland CVB is working to implement new and upgraded strategies to strengthen the region as a destination for leisure visitors in the future.

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