The attraction of visitors from other areas often plays a critical role in growing and sustaining local economies. While Yuma has developed itself as a prime destination for “snowbirds” (seasonal visitors from colder climates that visit during winter months), there is potential to grow and diversify the Yuma visitor base. One potential segment of the visitor population that can be targeted are non-local visitors that stay overnight in Yuma hotels. A better understanding of these visitors is important because this segment has the potential to generate significant economic impacts on the Yuma economy. This project is a collaborative effort to learn more about Yuma hotel visitors and estimate the impacts of their spending on Yuma County’s economy. Because secondary data are not available for Yuma hotel visitors, this project employs a survey approach to collect primary data.
Findings
Survey results
- More than half of respondents (61.4%) stated that Yuma was the primary destination for their trip.
- Of the respondents that stated that Yuma was not the primary destination, most were traveling to cities in California (34.4%), Arizona (23.2%), and Mexico (22.7%), among others. A large majority of visitors to Mexico (approximately three-fourths), stated that they visited the neighbor community of Los Algodones, Mexico, for medical and dental services.
- The most common reasons for the visit to Yuma were for business or a work-related trip (20.4%), to visit friends and/or family (15.5%), to visit Mexico (14.8%), and just passing through the area (14.4%).
- Most respondents (46.9%) stay overnight in a Yuma hotel for only one night and a majority of hotel visits (58%) occur during the weekday (Monday–Thursday).
- The most common response for the type of people traveling with the respondent was “family only” (52.1%), followed by “traveling alone” (21.8%), “business associates” (9.3%), and “family and friends” (8.9%). The average (mean) party size was 2.5 persons and the median (mid- point) was 2 persons.
- Respondents tended to be white (78.8%), female (51.7%), over the age of 45 (73.4%), and well-educated (52.5% with a bachelor’s degree or higher).
- Visitor origins were mostly from Arizona (34.4%), California (21.8%), and Canada (5.0%). In total, 44 states and eleven countries were represented in the sample.
- Hotel visitors had considerable expenditures in Yuma. Median expenditures were $100 per person per night. Expenditures varied by visitor type and ranged from $84 per person per night to $150 per person per night, with business visitors having the highest median expenditures.
- Lastly, a large majority of respondents (86%) stated that they planned to return to Yuma in the future.
Implications and recommendations
- With estimated annual expenditures of more than $144 million, non-lo- cal hotel visitors have a total estimated sales impact of more than $200 million and support more than 2,500 part- and full-time jobs in Yuma County, including direct and multiplier effects.
- Business visitors are a very important segment of Yuma hotel visitors. Business visitors accounted for the largest proportion of any hotel visitor segment (20.4%), had the highest median expenditures ($150 per person per night), often stayed in Yuma for multiple nights (average of 5.2 nights), and reported being a consistent visitor (89% stated that they plan to return to Yuma).
- Business visitors are particularly important during the low season (July to August) when they represented nearly one-third of all visitors during that window, the highest proportion of any visitor type during any season.
- According to feedback included in the surveys, there is an opportunity to provide more information (brochures and maps) about Yuma attractions and activities. Respondents expressed interest in increasing the diversity of restaurants in Yuma, representing an opportunity for longer-term projects.
- Another significant segment of Yuma hotel visitors are visitors that report traveling to Mexico. This segment accounted for the third largest proportion of hotel visitors (14.8%), had a medium-level of median expenditures ($90 per person per night), often stayed in Yuma for multiple nights (average of 3 nights), and reported being a consistent type of visitor where 91% stated that they plan to return to Yuma.
- Some visitors to Yuma see the city as a secondary destination to their primary destination of Mexico (91 respondents). Of this group, approximately three-quarters of respondents specifically mention crossing the border to visit Los Algodones, Mexico. This represents an opportunity for Yuma to develop and facilitate trips to Mexico for medical and dental care.
- Additional potential markets to tap into are (1) visitors that go to Yuma for events, conferences, or meetings, and (2) outdoor recreationists. These types of visitors accounted for a very small percentage of respondents (4%), but have important characteristics. Visitors to Yuma for events, conferences, or meetings have the second highest median expenditures ($128.13 per person per night) and outdoor recreationists stay the longest in the region (average of 5.8 nights).
- Yuma has a great opportunity to capitalize on geographically advantageous features—more could be done to highlight the historical, cultural, and outdoor recreation opportunities in Yuma.
Methods
In collaboration with the Yuma Visitors Bureau and Arizona Office of Tour- ism, the University of Arizona collected visitor surveys over a 12-month period (April 2015 to April 2016). Survey data was collected at 12 Yuma hotels, resulting in a total of 1,062 usable surveys. Utilizing hotel visitor spending data collected in the survey, data on occupancy trends, and the IMPLAN 3.0 input-output model, the sales, income, and jobs in Yuma County that are attributable to hotel visitor spending are estimated.