2016 Las Vegas Visitor Profile

LAS VEGAS
2016
VISITOR PROFILE STUDY
Prepared for:
Las Vegas Convention and Visitors Authority
By: GLS Research

425 Second Street, Suite 400, San Francisco, CA 94107
Telephone: (415) 974-6620 | Facsimile: (415) 947-0260 | www.glsresearch.com
2016 LAS VEGAS VISITOR PROFILE
ACKNOWLEDGMENTS
The Las Vegas Convention and Visitors Authority and GLS Research extend thanks to the
Las Vegas community for its cooperation on this research project. Special appreciation is
noted for cooperation and assistance received from the hotel, motel and casino industries.
Appreciation is also extended to the interviewers and Las Vegas visitors, without whose
dedicated cooperation this study could not have been completed.
VISITOR PROFILE STUDY

LAS VEGAS CONVENTION AND VISITORS AUTHORITY
SENIOR EXECUTIVE STAFF
DECEMBER 31, 2016
President/CEO — Rossi T. Ralenkotter

Chief Financial Officer – Rana Lacer
Chief Human Resources Officer – Barbara Bolender
Chief Communications and Public Affairs Officer – Jacqueline Peterson
Senior Vice President of Marketing — Cathy Tull
Senior Vice President of Operations – Terry Jicinsky
Senior Vice President of Finance – Ed Finger
RESEARCH CENTER
Executive Director — Kevin M. Bagger
Director — Scott Russell
Senior Research Analyst — Matt Seltzer
Research Analyst — Gina Zozaya
Research Analyst — Jill Reynolds
LAS VEGAS CONVENTION AND VISITORS AUTHORITY

BOARD OF DIRECTORS
COMMISSIONER LAWRENCE WEEKLY — Chair
MR. CHARLES BOWLING — Vice-Chair
MR. BILL NOONAN — Secretary
MAYOR PRO TEM CAM WALKER — Treasurer
COUNCILMAN RICKI BARLOW • COUNCILMAN LARRY BROWN
MAYOR CAROLYN GOODMAN • MR. TOM JENKIN • MR. GREGORY LEE
MAYOR JOHN LEE • COUNCILMAN JOHN MARZ • MS. KRISTIN MCMILLAN
COUNCILMAN GEORGE RAPSON • MR. MAURICE WOODEN
3150 Paradise Road, Las Vegas, NV 89109-9096 • 702-892-0711 | LVCVA.com

VisitLasVegas.com • VegasMeansBusiness.com • VisitLaughlin.com • VisitMesquite.com
1
TABLE OF CONTENTS
EXECUTIVE SUMMARY 6
INTRODUCTION 11
METHODOLOGY 12
SUMMARY OF FINDINGS 13
REASONS FOR VISITING 13
TRAVEL PL ANNING 18
TRIP CHARACTERISTICS AND EXPENDITURES 28
GAMING BEHAVIOR AND BUDGETS 39
ENTERTAINMENT 43
ATTITUDINAL INFORMATION 47
VISITOR DEMOGRAPHICS 50
APPENDIX
Summary Tables of Visitor Characteristics
Aggregate Results for Calendar Year
2
TABLE OF FIGURES
REASONS FOR VISITING
FIGURE 1: First Visit Versus Repeat Visit 13

FIGURE 2: Frequency of Visits in Past Year 14
FIGURE 3: Frequency of Visits in Past Year (Repeat Visitors) 14
FIGURE 4: Primary Purpose of Current Visit 15
FIGURE 5: Primary Purpose of Current Visit (Repeat Visitors) 15
FIGURE 6: Primary Purpose of Current Visit (First-Time Versus Repeat) 16
FIGURE 7: Conventions/ Trade Shows/Association/Corporate Meetings 16
FIGURE 8: Interest in Attending Conventions
or Corporate Meetings in Las Vegas 17
FIGURE 9: Whether Brought Someone Else Who Did Not Attend
Conventions or Meetings in Las Vegas 17
TRAVEL PLANNING
FIGURE 10: Advance Travel Planning 18

FIGURE 11: Transpor tation to Las Vegas 18
FIGURE 12: Local Transpor tation 19
FIGURE 13: When Decided Where to Stay 19
FIGURE 14: When Decided Where to Gamble 20
FIGURE 15: When Decided Which Shows to See 20
FIGURE 16: Travel Agent Assistance 21
FIGURE 17: Travel Agent Influence and Use 21
FIGURE 18: Whether Used the Internet to Plan Trip 22
FIGURE 19: Social Media and Travel Review Apps Used in
Planning Trip to Las Vegas 22
FIGURE 20: Internet Influence and Use 23
FIGURE 21: Website Used to Book Transpor tation 23
FIGURE 22: Website Used to Book Accommodations 24
FIGURE 23: Social Media and Travel Review Apps Used During
Current Trip to Las Vegas 24
FIGURE 24: Whether Visited Downtown Las Vegas 25
FIGURE 25: Main Reason for Visiting Downtown 26
FIGURE 26: Main Reason for Not Visiting Downtown 26
FIGURE 27: Visits to Nearby Places 27
FIGURE 28: Other Nearby Places Visited 27
3
TRIP CHARACTERISTICS AND EXPENDITURES
FIGURE 29: Adults in Immediate Par ty 28

FIGURE 30: Whether Had Persons in Par ty Under Age 21 28
FIGURE 31: Nights Stayed 29
FIGURE 32: Days Stayed 29
FIGURE 33: Weekend Versus Weekday Arrival 30
FIGURE 34: Type of Lodging 30
FIGURE 35: Location of Lodging 31
FIGURE 36: How Booked Accommodations in Las Vegas 31
FIGURE 37: Advance Booking of Accommodations 32
FIGURE 38: Type of Room Rates 32
FIGURE 39: Room Rate by Booking Method 33
FIGURE 40: Package Purchasers 33
FIGURE 41: Cost of Package Per Person 34
FIGURE 42: Where First Heard About the Package 34
FIGURE 43: Lodging Expenditures — Average Per Night 35
FIGURE 44: How First Found Out About Room Rate 35
FIGURE 45: Number of Room Occupants 36
FIGURE 46: Average Trip Expenditures on Food and Drink —
and on Local Transpor tation
(Including Visitors Who Spent Nothing) 37
FIGURE 47: Average Trip Expenditures on Food and Drink —
and on Local Transpor tation (Among Spenders) 37
FIGURE 48: Average Trip Expenditures on
Shopping, Shows/Enter tainment and Sightseeing
(Including Visitors Who Spent Nothing) 38
FIGURE 49: Average Trip Expenditures on Shopping,
Shows/Enter tainment, and Sightseeing (Among Spenders) 38
GAMING BEHAVIOR AND BUDGETS
FIGURE 50: Whether Gambled While in Las Vegas 39

FIGURE 51: Hours of Gambling — Average Per Day 39
FIGURE 52: Number of Casinos Visited 40
FIGURE 53: Number of Casinos Where Gambled 40
FIGURE 54: Trip Gambling Budget 41
FIGURE 55: Where Visitors Gambled 42
4
ENTERTAINMENT
FIGURE 56: Enter tainment Attendance 43

FIGURE 57: Types of Enter tainment 43
FIGURE 58: Average Number of Shows Attended 44
FIGURE 59: Main Reason for Not Attending Any Shows 44
FIGURE 60: Whether Has Been to Other Paid Attractions 45
FIGURE 61: Whether Has Been to Nightclubs, Bars and Lounges 45
FIGURE 62: Whether Played Golf 46
FIGURE 63: Whether Visited a Spa 46
ATTITUDINAL INFORMATION
FIGURE 64: Satisfaction with Visit 47

FIGURE 65: Why Not Completely Satisfied with Visit 48
FIGURE 66: Why Dissatisfied with Visit 48
FIGURE 67: Likelihood of Returning to Las Vegas
for a Vacation Trip in the Future 49
FIGURE 68: Likelihood of Recommending Las Vegas
as a Vacation Destination 49
VISITOR DEMOGRAPHICS
FIGURE 69: Gender 50

Marital Status 50
Employment 50
Education 50
Age 50
FIGURE 70: Ethnicity 51
Household Income 51
Visitor Origin 51
5
EXECUTIVE SUMMARY
In 2016, a large increase in first-time visitors to Las Vegas was observed at a level similar to the
mid 1990s. While some of this increase may simply be the result of continued updates to survey
locations and survey personnel, the data suggests a renewed interest in visiting
Las Vegas was engendered. Renewed interest may have been enhanced by several factors,
including a recovering national economy, a rise in Millennials discovering the destination
for the first time, and continued reinvestment by hotel and destination stakeholders on new
experiences and activities within their properties. Indeed, it is quite possible that the varied and
targeted entertainment options and related venues currently in Las Vegas have served to attract
new visitors to the destination much the same as the “new” megaresorts did in the 1990s.
Compared to the recent past, 2016 visitors were more likely to be visiting for vacation or
pleasure, more likely to take part in a variety of activities in Las Vegas, and to explore the areas
in and around Las Vegas, including Downtown Las Vegas. Against a backdrop of an improving
national economy, these visitors spent more than in recent years in almost all categories
including lodging, food and drink, transportation, entertainment and sightseeing.
The proportion of Las Vegas visitors who gambled has remained at about 7 in 10 over the past
five years. While the amount of time they spent gambling was the lowest indicated over the past
five years at just under two hours, the amount they budgeted for gambling has increased from
past years.
Overall, visitors to Las Vegas were younger and more diverse than in the past, and there were
more foreign visitors than last year.
6
TRAVEL PLANNING
Compared to past years, the proportion of Las Vegas visitors who arrived by air increased
slightly, to 46%, with 54% arriving via ground transportation. One in 7 visitors planned their trip
to Las Vegas less than a week in advance, significantly more than past year’s results, while fewer
visitors planned their trip between one week and one month in advance.
The proportion of visitors who reported using a travel agent to plan their current trip to
Las Vegas (13%) decreased compared to 2013–2015 usage, while one-third of 2016 visitors said
they consulted reviews at online travel agencies in planning their trip and more than one-half of
visitors said they consulted social media review apps or websites in planning their trip.
Among those visitors who booked their transportation online in 2016, visitors were more likely
than in the past to say they booked their transportation via a specific online travel agency and
less likely to say they used an airline website. In terms of booking their accommodations, they
were less likely than in the past to say that they booked by calling the property directly and more
likely to say that they used a third-party website.
Potentially in response to ongoing re-development of the Downtown area, the proportion of

visitors who said they visited Downtown Las Vegas increased significantly from past years to
about one-half, and more visitors also said they visited other nearby destinations during their
trip, in particular the Grand Canyon and Hoover Dam.
7
The average party size in 2016 was 2.4 persons, up from last year, but similar to previous years.
Also, more 2016 visitors had children under the age of 21 in their immediate party than last year,
but in the same range as previous years.
The average length of stay in 2016 (3.4 nights) was the same as last year, but up from 2012–
2014 levels. As in past years, visitors were most likely to stay in a hotel and three-quarters of
them lodged within the Strip Corridor. Visitors in 2016 were much more likely to make their
reservations for their accommodations either less than a week in advance or more than one
month in advance, and less likely to make them between one week and one month in advance
than they had in recent past years.
Over the course of their entire stay in Las Vegas, 2016 visitors spent much more than in each of
the past five years on food and drink, local transportation, and shows and entertainment. They
also spent more than last year on shopping. A possible reflection of the larger share of first-
time visitors in the destination, the amount spent on sightseeing was notably greater than the
average spent on sightseeing in each of the past five years.
8
Slightly fewer visitors than last year said they gambled while in Las Vegas, and those that did
spent less time gambling (about two hours) than in past years. Nevertheless, the average
gambling budget was similar to last year and higher than in the 2012 to 2014 time period.
Visitors in 2016 went to more casinos than they have in the past (over six on average), but
gambled at fewer casinos (about two on average), suggesting that the lure of Las Vegas casino
properties transcends whether or not visitors choose to gamble during their current visit.
ENTERTAINMENT
Just over one-half of visitors in 2016 attended shows during their current stay, a decline from
the 2012 to 2015 time frame. More visitors saw big-name headliner shows and impersonator-
tribute shows than in the 2012–2014 time frame, and one in six visitors who saw shows saw a
comedy show, a large increase from past years. Conversely, fewer visitors than in the past saw
lounge acts.
With a greater proportion of first time visitors who also were younger on average, the 2016
Las Vegas visitor was much more likely than recent past visitors to take part in a variety of
activities in Las Vegas, including going to other paid attractions in Las Vegas, going to bars and
lounges both inside hotel-casinos and freestanding, and going to a pool party or day club.
9
Las Vegas visitors continued to voice high satisfaction with their stays in the destination as
almost all respdondents were either “very” or “somewhat” satisfied with their trip. About 9 in
10 visitors reported being “very satisfied” with their trip to Las Vegas in 2016, while 1 in 10
said they were “somewhat satisfied,” about the same as last year. Among the visitors who were
“somewhat satisfied” with their visit, the most common reasons given for why they weren’t “very
satisfied” was that the trip was too short, it was too expensive, or that it was hard to get around.
Impressions of the Las Vegas experience continue to be strong with 75% of visitors saying
they were either “very” or “extremely likely” to return to Las Vegas in the future for a vacation
trip while 91% would be “very” or “extremely likely” to recommend Las Vegas as a vacation
destination to others.
NOTABLE VISITOR DEMOGRAPHICS
Seven in 10 2016 Las Vegas visitors were married (down from past years). Visitors were more
likely than in the 2012 to 2015 time frame to be employed, and less likely to be retired. About
one-half of 2016 visitors were college graduates, down somewhat from 2015. Nearly one-half of
visitors were visiting from the western United States (down slightly from past results), with about
3 in 10 coming from California (similar to last year, but down from 2012–2014). About 1 in 5
visitors were from foreign countries, up from last year. The 2016 visitor base was more ethnically
diverse as 3 in 10 identified themselves as non-white, higher than in recent years. Just under
three-quarters of visitors reported earning $40,000 or more, and just over one-quarter reported
earning $80,000 or more, both figures down from the 2012 to 2015 time frame. The proportion
of visitors who were 40 years old or older was just over one-half and the average age was 44.0.
Both measures are the lowest observed over the past five years.
10
INTRODUCTION
The Las Vegas Visitor Profile Study is reported annually, to provide an ongoing assessment of the
Las Vegas visitor and trends in visitor behavior over time, based on ongoing intercept surveys of
travelers to Las Vegas.
More specifically, the Las Vegas Visitor Profile aims to:
• Provide a profile of Las Vegas visitors in terms of socio-demographic and behavioral

characteristics.
• Monitor trends in visitor behavior and visitor characteristics.
• Supply detailed information on the vacation and gaming habits of different visitor
groups, particularly gaming and non-gaming expenditures.
• Allow the identification of market segments and potential target markets.
• Provide a basis for calculating the economic impact of different visitor groups.
• Determine visitor satisfaction levels.
11
METHODOLOGY
In-person interviews were conducted with 3,600 randomly selected visitors. Approximately three-
hundred (300) interviews were conducted each month for 12 months from January through December
2016. Qualified survey respondents were visitors to Las Vegas (excluding residents of Clark County,
Nevada) who were at least 21 years of age. In addition, only visitors who planned to leave Las Vegas
within 24 hours were asked to complete the survey.
The results of the Las Vegas Visitor Profile have been weighted to more accurately reflect actual visitors
to Las Vegas in terms of mode of transportation, lodging location and month of visit. Specifically, the
mode of transportation weight is derived from a compilation of data provided by the LVCVA, McCarran
International Airport and the Nevada Department of Transportation. The lodging location weight
is derived from geographic area specific occupancy rates from independent surveys conducted by
the LVCVA. The month of visit weight is derived from monthly room nights occupied data, also from
independent surveys conducted by the LVCVA as part of their ongoing room occupancy audit.
Visitors were intercepted in the vicinity of Las Vegas casinos, hotels, motels and RV Parks. To ensure
a random selection of visitors, different locations were utilized on each interviewing day, and
interviewing was conducted at different times of the day. Upon completion of the interview, visitors
were given souvenirs as “thank yous.” Verification procedures were conducted throughout the project
to assure accurate and valid interviewing.
Interviews were edited for completeness and accuracy, coded, and entered into a computerized
database for analysis. The information was then analyzed using statistical software packages available
to GLS Research. The questionnaire administered to visitors is appended to this report in the form of
aggregate results.
Throughout this report, bar charts are used to illustrate the data. The data presented in these charts
are based on the total sample of respondents for 2016 and the preceding years, unless otherwise
specified. In charts using proportions, those proportions may not add to 100% because of rounding or
because multiple responses were permitted.
When we note that a difference between subgroups on a particular measure is “significant” or

“statistically significant,” we mean that there is a 95% or better chance that the difference is the result
of true differences between the subgroup populations and is not due to sampling error alone. When
we note that a difference between subgroups is “not significant” or “not statistically significant,” we
mean that there is less than a 95% chance that the difference is the result of true differences between
the subgroups.
This report presents the results of the 2016 study, as well as for the previous four calendar years (2012,
2013, 2014 and 2015). Statistically significant differences in the behavior, attitudes and opinions of
visitors from year to year are pointed out in the text of the report. Throughout this report, if data is not
presented for all five years, it is because the question was not asked in every year.
In order to maintain a questionnaire of reasonable length, some questions in the Las Vegas Visitor
Profile Study were not asked in Calendar Year 2016. These questions will be rotated back into the
questionnaire in Calendar Year 2017 and subsequently asked every other year. These questions are
noted in the text accompanying the figures in the body of this report.
12
SUMMARY OF FINDINGS
REASONS FOR VISITING
In 2016, 73% of visitors had visited Las Vegas before, while 27% were first-time visitors, up
significantly from past results.
100
80
60
40
20
0
2012 2013 2014 2015
13
80
Among all Las Vegas
visitors in 2016, the
70
average number of visits
in the past year was 1.7, up
60
from 1.6 visits each in 2012
and 2014. Sixty-five percent
50
(65%) said they visited
Las Vegas only once in the
40
past year, up from 62% last
year, but down significantly
30
from the 2012–2014 time
period. Just over one-
20
fourth (26%) of Las Vegas
visitors in 2016 said they
10
visited Las Vegas between
two to three times in the
0
ONE TWO TO THREE FOUR TO FIVE MORE THAN FIVE past year, down from 28%
last year, but well above the
proportion of visitors in the
2012–2014 time period.
In 2016, repeat visitors FIGURE 3

made an average of 2.0 Frequency Of Visits In Past Year
80 (Among Repeat Visitors)
trips to Las Vegas, about
the same as in 2015 (1.9),
70
but much higher than in
the 2012–2014 time frame.
60
Among repeat visitors, 53%
made only one trip, about
50
the same as in 2015 (54%),
but much lower than in
40
Conversely, 36% of repeat
30
visitors repor ted making
between two and three
20
visits in 2016, well above the
propor tions who did so in
10
0
ONE TWO TO THREE FOUR TO FIVE MORE THAN FIVE
14
FIGURE 4
When asked about the primary
Primary Purpose Of Current Visit
purpose of their current visit to
Las Vegas, 52% of all visitors
mentioned vacation or pleasure, up
significantly from 2012–2015 figures.
Four percent (4%) said they were in
Las Vegas primarily to gamble, down
significantly from 2012–2015. Ten
percent (10%) were in Las Vegas to
attend a convention, trade show or
corporate meeting (up from 7% in
2013), while 5% were in town on other
business (down from 7% each in 2012,
2013 and last year). Thirteen percent
(13%) were visiting friends or relatives,
while 4% said they were in town for a
special event (down from 2012 – 2015
figures) and another 4% said they
came for a wedding (up from 3% each
in 2014 and 2015). Seven percent (7%)
said they were just passing through
Las Vegas, up from 2012–2014.
The proportion of repeat visitors who said FIGURE 5

the primary purpose of their current visit
(Among Repeat Visitors)
to Las Vegas was vacation or pleasure
was 48%, up significantly from 2012–2015
figures. Five percent (5%) said they were in
Las Vegas primarily to gamble, down from
past results. Eleven percent (11%) were in
Las Vegas to attend a convention, trade
show or corporate meeting (up from 7%
in 2013), while 6% were in town on other
business (down from 8% each in 2012, 2013
and 2015). Fourteen percent (14%) were
visiting friends or relatives, up from 11% in
2014. Five percent (5%) said they were in
town for a special event (down from 2012 –
2014 results), while 4% came for a wedding.
Seven percent (7%) said they were just
passing through Las Vegas, the same as last
year, but up from 2012–2014 results.
15
FIGURE 6
First-time visitors were significantly
(First-Time Versus Repeat Visitors — 2016) more likely than repeat visitors to
say they were visiting Las Vegas
primarily for vacation or pleasure
(65% vs. 48%). Repeat visitors were
more likely than first-time visitors
to say that their current trip to
Las Vegas was to visit friends or
relatives (14% vs. 8%), to attend a
convention or corporate meeting
(11% vs. 8%), to attend a special
event (5% vs. 2%), or for business
purposes other than a convention or
corporate meeting (6% vs. 2%)
Visitors were asked if they had attended a convention, trade show, association, or corporate
meeting while in Las Vegas. Eleven percent (11%) said they had, up significantly from 7%
in 2013.
FIGURE 7
Conventions/Trade Shows/
12 Association/Corporate Meetings*
11
10
9 9 9
8
7
0
2012 2013 2014 2015 2016
*“Association” option added to question in 2015.

16
FIGURE 8
Convention visitors were asked
Interest In Attending Conventions
and Meetings in Las Vegas if holding a convention in
(Among Visitors Who Attended a Convention or Meeting) Las Vegas made them more
80
or less interested in attending
the convention. In 2016, 46%
70
said having the convention in
Las Vegas made them more
60
interested in attending (down
50 from 61% in 2013 and 59% in
2014), while 53% said it made
40 no difference (up from 37% in
2013 and 40% in 2014). One
30 percent (1%) said it made them
less interested.
20
10
0
MORE INTERESTED LESS INTERESTED NO DIFFERENCE
Convention visitors FIGURE 9

Whether Brought Someone Else Who Did Not Attend
were asked if Conventions and Meetings In Las Vegas*
they had brought (Among Visitors Who Attended a Convention or Meeting)
50
a spouse, family
member, or 44
friend who was 41
not attending or 40
37
working at the 36
35
convention, trade
show, association, or
30
corporate meeting
with them. Thirty-
seven percent (37%)
said they had, not 20
significantly different
from past results.
10
0
2012 2013 2014 2015 2016
(N=326) (N=250) (N=329) (N=320) (N=378)
*Only “yes” responses are reported in this chart.
17
TRAVEL PLANNING
Travel planning varied
broadly—from same-day
35
planning to planning more
than 90 days in advance. Fifty-
30
one percent (51%) of visitors
in 2016 planned their trip to
25
Las Vegas more than one
month in advance, up from
20
46% in 2012, but down from
54% in 2014. Thirty-four
15
percent (34%) planned their
10
trip from one week to one
month in advance, down from
5
2012–2015 findings. Fourteen
percent (14%) planned their
0 trip less than a week in
SAME DAY 1 TO 4 TO 7 TO 15 TO 31 TO 61-90 MORE THAN
3 DAYS 6 DAYS 14 DAYS 30 DAYS 60 DAYS DAYS 90 DAYS
advance, up significantly from
past results.
Forty-six percent (46%) FIGURE 11

Transportation To Las Vegas
of visitors to Las Vegas in
2016 arrived by air (up
from past results), while
60 57
58 58
57
54% arrived by ground 54
transportation, down
from past years. 50
46
43 43
42 42
40
2012
2013
2014
30
2015
2016
20
10
0
AIR AUTO/BUS/RV
18
FIGURE 12
Forty-three percent (43%)
Local Transportation*
of visitors said that they
used their own vehicle
when traveling around
Las Vegas, down from past
years. Thirty-six percent
(36%) volunteered that
they walked while in
Las Vegas, down from
48% in 2012, 52% in
2013 and 55% in 2014.
Twenty-six percent (26%)
reported taking a taxi,
down from 29% in 2012
and 32% in 2014. Sixteen
percent (16%) reported
using a rental car (similar
to last year, but up from
2012–2014 results), while
15% said they took a hotel
shuttle (up from 12% in
2013 and 11% in 2014).
Fourteen percent (14%) reported using the Monorail, (up from 2012–2015 results) while 13%
reported taking a bus (similar to past results). Three percent (3%) said they took a limousine, up
from past years.
Almost all (98%) of Las Vegas visitors in 2016 decided where to stay in Las Vegas prior to their
arrival, up from 97% in 2012.
FIGURE 13
When Decided Where To Stay*
(Among Those Who Stayed Overnight – Asked Every Other Year)
*This question is asked every other year and

was not asked in 2013 or 2015.
19
Over one half (56%) of visitors decided where to gamble after arriving in Las Vegas, down
significantly from 60% in 2012, but up from 52% in 2014. Forty-four percent (44%) of visitors
decided where to gamble before leaving home, up from 40% in 2012, but down from 48% in 2014.
FIGURE 14
When Decided Where To Gamble*
(Among Those Who Gambled – Asked Every Other Year)
*This question is asked every other year and was not asked in 2013 or 2015.
Sixty-two percent (62%) of visitors decided which shows to see after their arrival (down from 67%
in 2012) while 37% decided before leaving home (up from 33% in 2012).
FIGURE 15
When Decided Which Shows To See*
(Among Those Who Saw Shows – Asked Every Other Year)
20 *This question is asked every other year and was not asked in 2013 or 2015.
Thirteen percent (13%) of visitors reported using a travel agent to plan their trip to Las Vegas,
down from 15% each in 2013 and 2015 and 16% in 2014.
20 FIGURE 16
Travel Agent Assistance*
16
15 15
15
13 13
10
0
2012 2013 2014 2015 2016
Among those who used a travel agent to plan their trip to Las Vegas, 82% said the travel agent
booked their accommodations while 90% said the travel agent booked their transportation (both
similar to past years).
Seventy-one percent (71%) of these visitors said their travel agent influenced their choice of
accommodations in Las Vegas (down from 77% in 2013, 79% in 2014, and 83% last year), while
11% said the travel agent influenced their choice of destination (up from 4% in 2012 and 5%
each in 2013 and last year).

21
FIGURE 18
Visitors were
Whether Used The Internet To Plan Trip*
asked if they used
the Internet to
72 plan their trip and
68
64 65 65% said yes, up
63
60 significantly from
60% in 2012, but
down from 68%
in 2014.
48
24
0
2012 2013 2014 2015 2016
* Only “yes” responses are reported in this chart.
Beginning in 2016, visitors

were asked which (if any) social
media or travel review apps or
websites they used in planning
their trip. One-third (33%) of
visitors said they consulted
reviews at online travel
agencies, 23% said they used
Google, 11% consulted reviews
at hotel or show venue sites,
8% said they used TripAdvisor,
7% used Facebook, and 2%
each used Twitter, Instagram,
Yelp, Snapchat, and Google+.
Just over 4 out of 10
respondents (42%) said they
did not use any social media or
travel review apps in planning
their trip.
22
Among visitors who said

they used the Internet to
plan their trip to Las Vegas,
53% said they booked their
transportation online, up from
2012–2015 results. Seventy-
two percent (72%) said they
booked their accommodations
online, similar to last year, but
up from 2012–2014 results.
Two-thirds (67%) said the
Internet influenced their
choice of accommodations,
also up from past readings.
FIGURE 21
Among those who booked Website Used To Book Transportation
their transportation to (Among Those Who Booked Their Transportation To Las Vegas Online)
Las Vegas online, over one
half (56%) said they used
an airline website, down
significantly from 2012–2015
results. Fourteen percent
(14%) said they used Expedia,
up from 11% in 2012 and 10%
in 2013. Four percent (4%)
each used Priceline (up from
3% in 2014) and Travelocity
(down from 7% in 2012) while
3% each used Orbitz (not
significantly different from
previous years) and Hotwire
(up from 1% last year).
23
FIGURE 22
Among those who booked
Website Used To Book Accommodations
(Among Those Who Booked Their their accommodations online
Accommodations In Las Vegas Online) for their current trip to
Las Vegas, 30% said they used
a hotel website, down from
38% in 2013 and 41% in 2014.
Eighteen percent (18%) used
Expedia (up from 15% each
in 2012 and 2015, 12% in
2013, and 13% in 2014), 9%
used Hotels.com (down from
2012–2015 results), 6% used
Booking.com, 6% used Hotwire
(up from past results), 5% used
Priceline (up from 3% in 2014,
but down from 9% last year)
and 4% each used Travelocity
(down from 6% in 2012) or an
airline website. The remaining
visitors used a variety of other
websites.
Beginning in 2016, visitors were FIGURE 23

asked which, if any, social media Whether Used Social Media Apps Or Websites To
Plan Activities During Their Stay in Las Vegas*
and travel review apps or websites
they used during their trip to
Las Vegas. Thirty-one percent (31%)
of visitors said they used Google,
21% consulted reviews at hotel
or show venue sites, 14% used
TripAdvisor, 9% consulted reviews
from online travel agencies, while
8% said they used Facebook, 4%
mentioned OpenTable, and 3% each
used Yelp or Instagram. Nearly one
half (48%) of visitors said they did
not use any of these websites
or apps.
24
Over one half (53%) of visitors said they had visited Downtown Las Vegas on their current trip,
up significantly from 2012–2015 results.
FIGURE 24
Whether Visited Downtown Las Vegas*
25
FIGURE 25
Visitors who visited Downtown
Main Reason For Visiting Downtown Las Vegas*
(Among Those Who Visited Downtown — Asked Las Vegas on their current trip were
Every Other Year) asked the primary reason why they
had done so. Nearly 6 in 10 (59%)
said it was to see the Fremont Street
Experience. Sixteen percent (16%) said
they were lodging Downtown, 11%
said they visited Downtown primarily
to sightsee (up from 6% in 2013), 6%
said they went Downtown primarily to
gamble (down from 8% in 2013), 4%
said they went Downtown to shop (up
from 1% in 2013) and 2% said they
visited Downtown to dine (down from
6% in 2013).
*This question is asked every other year and was not asked in
2012, 2014, or 2016
Visitors who had not visited FIGURE 26

Main Reason For Not Visiting Downtown Las Vegas*
Downtown Las Vegas on their (Among Those Who Did Not Visit Downtown
current trip were asked the primary — Asked Every Other Year)
reason why they had not done
so. More than one-third (38%,
down from 56% in 2012 and 55%
in 2014) said it was because they
were not interested. Thirty-one
percent (31%) said it was because
they did not have enough time
(up from 21% in 2012 and 23% in
2014), while 17% said they were
unfamiliar with Downtown (up from
13% in 2012 and 12% in 2014).
Five percent (5%) said they did
not go Downtown because it was
inconvenient (up from 3% in 2012),
4% said they prefer the Strip area
(up from 2% in 2014), and 3% said
they did not like Downtown or
thought that it was a bad area (up
from 2% in 2012 and 1% in 2014).
*This question is asked every other year and was not asked
in 2013 or 2015.
26
FIGURE 27
Visitors were asked if they visited any nearby
Visits To Nearby Places
(Asked Every Other Year) places before or after their trip to Las Vegas and
21% said they had, up from 14% in 2012 and 16%
in 2014.
Visitors were asked what other nearby FIGURE 28

destinations they had visited or Other Nearby Places Visited
(Among Those Who Planned to Visit Other Places –
planned to visit. The most common Asked Every Other Year)
responses were the Grand Canyon
(65%), Hoover Dam (57%), Zion
National Park (12%, down from 20%
in 2014), and Lake Mead (11%, down
from 21% in 2012). Eight percent
(8%) each said Bryce Canyon (down
from 15% in 2014), Mt. Charleston/
Lee Canyon (up from 2% in 2014),
and Red Rock. Six percent (6%) said
Death Valley (down from 13% in
2014), 5% each mentioned the Valley
of Fire (down from 10% in 2014) and
Laughlin (up from 3% in 2014), and 2%
mentioned Primm, Nevada, (up from
less than 1% in 2014).
*This question is asked every other year and was not asked in
2013 or 2015.
27

FIGURE 29 Visitors were
Adults In Immediate Party
asked how many
adults were in their
immediate party.
Sixty-nine percent
(69%) said there
were two, up from
66% in 2012. Six
percent (6%) said
they were in a party
of three adults,
9% said they were
in a party of four
(up from 8% last
year, but down
from 2012–2014
readings), and 5%
said they were in a
party of five or more
(up from 3% last year). Eleven percent (11%) of visitors traveled alone, down from 13% last year.
The average party size in 2016 was 2.4 persons, up from 2.2 last year.
We asked visitors whether they FIGURE 30

had any people under the age Whether Had Persons In Immediate Party Under Age 21*
(Among All Visitors)
of 21 traveling with them in
their immediate party. Twelve
percent (12%) said they did,
up from 10% each in 2013 and
2014 and 8% in 2015.

28
In 2016, visitors stayed an average of 3.4 nights and 4.4 days in Las Vegas, up from 3.3 nights
and 4.3 days in 2012 and 2013 and 3.2 nights and 4.2 days in 2014.
FIGURE 31
Nights Stayed*
FIGURE 32
Days Stayed*
*Some changes in 2012 and 2013 data results may in part be due to updated methodology.
29
FIGURE 33 Thirty percent (30%)

Weekend Versus Weekday Arrival *
of visitors arrived
in Las Vegas on
a weekend, while
70% arrived on a
weekday, the same
as last year’s figures
and not significantly
different from past
results. Visitors were
more likely than in
past years to arrive
on a Friday (23%).
*Weekday is defined as Sunday through Thursday. Weekend is defined as Friday and Saturday.
Among visitors who stayed in Las Vegas overnight, 90% stayed in a hotel (down from 92% each
in 2012 and 2014) and 4% stayed stayed in a motel (up from 3% each in 2013 and 2014). One
percent (1%) stayed in an RV park (up from less than 1% last year) and 4% stayed with friends or
relatives (up from 2% each in 2012–2014).
FIGURE 34
Type Of Lodging
(Among Those Who Stayed Overnight)
*Includes respondents who stayed in a time share.
30
FIGURE 35
In terms of lodging
Location Of Lodging
(Among Those Who Stayed Overnight) location (among those
who stayed overnight),
75% stayed in a
property on the Strip
Corridor, 6% stayed
Downtown and 1%
stayed on the Boulder
Strip (down from 2012–
2014 figures). Twelve
percent (12%) stayed
in outlying parts of
Las Vegas and 5%
stayed in other
locations (up from 2%
each in 2012–2014).
*The Strip Corridor includes properties located directly on Las Vegas Boulevard South, as well
as properties near the Strip, between Valley View Blvd. and Paradise Road.
Visitors who stayed FIGURE 36

How Booked Accommodations In Las Vegas
at a hotel, motel or (Among Those Who Stayed In A Hotel/Motel/RV Park)
RV park were asked
how they booked their
accommodations in
Las Vegas. In 2016,
over one half (52%)
overall said they used
a website. Thirty-six
percent (36%, up from
2012–2014 results) said
they used a third party
website, while 16%
said they used a hotel
website (up from 13% in
2012). Eighteen percent
(18%) said they called
the hotel, motel or RV
park directly (down
significantly from past
results) and 11% said
they booked through a
travel agent, down from
14% each in 2014 and 2015.
31
FIGURE 37
We asked those staying in a
Advance Booking Of Accommodations
(Among Those Who Stayed In A Hotel/Motel/RV Park) hotel, motel, or RV park how far
in advance they had booked their
accommodations. One-third (33%)
of these visitors booked one week
to one month in advance, down
significantly from 2012–2015
results. Nearly one half (47%)
booked more than a month in
advance, up significantly from
past years. Eighteen percent
(18%) reported making their
reservations less than one week
before arrival, up from past
results.
FIGURE 38
Visitors staying in a hotel or motel were Type of Room Rates
shown a card describing various room (Among Those In A Hotel Or Motel)
rates and were asked which type of room
rate they had received. Nearly one half
(49%) of these visitors said they paid a
regular room rate, up significantly from
2012–2015 results. Ten percent (10%)
received a casino complimentary rate
(down from past results), while 4% paid a
casino rate (down from 7% each in 2012
and 2013 and 6% last year). Seventeen
percent (17%) of visitors paid a package
rate (up from 2012–2015 results), while 2%
received a tour group rate (down from 3%
in 2013 and 4% in 2014, but up from 1%
each in 2012 and last year). Seven percent
(7%) paid a convention rate (up from past
results). The remaining 10% paid some
other kind of special rate, down from
*For an exact description of the room rates as presented to
29% in 2012, 25% in 2013, 21% in 2014 respondents, see “Card A” at the end of the aggregate results in the
appendix to this report.
and 32% last year.
32
Figure 39 shows
the room rate FIGURE 39
Room Rate By Booking Method
category by the
booking method
used among those
staying in a hotel or
motel in 2016. Of
those who called
the hotel directly,
45% received a
casino or casino
complimentary rate,
while 41% received
a regular rate and
12% received a
special rate. Of
those who booked
their room on the
Internet through a
third-party site, more
than one half (53%)
received a regular
room rate, about
one-fourth (26%) received a package rate and 11% received a special rate. Among those who booked
directly on a hotel website, 72% received a regular rate, 12% received a casino or casino comp rate,
and 11% received a special rate. Fifty-eight percent (58%) of those who booked through a travel agent
received a package rate, while one-fourth (26%) received a regular rate and 9% received a convention
rate. Among those who booked in person, 68% received a regular rate and 18% received a special
rate. Among those who booked through a third party by phone, 30% received a casino or casino
complimentary rate, 23% received a regular rate, 21% received a package rate, 16% received a special
rate, and 11% received a convention rate.
FIGURE 40
Package Purchasers Nineteen percent (19%) of visitors purchased
(Among Those Staying In A Hotel Or Motel) a package deal or were part of a tour group,
up significantly from 14% in 2012, 13% in
2013, and 15% in 2015.
33
FIGURE 41
We asked those who had
Cost Of Package Per Person
(Among Those Who Bought A Package) purchased a hotel, airline,
or a tour/travel group
package how much their
packages cost per person.
The average cost of such
a package in 2016 was
$921.04, up significantly
from $743.65 in 2012,
$815.14 in 2014, and
$857.43 last year.
Package purchasers were FIGURE 42

Where First Heard About The Package
asked where they first heard (Among Those Who Bought A Package)
about the package they
bought, and 41% mentioned
a website (up from 2012–2015
results). One-third (33%) said
it was from a travel agent,
down significantly from
past results. Ten percent
(10%) said they heard about
it through word of mouth
(up from 5% in 2012, 3% in
2013, and 5% last year), 4%
mentioned a search engine
or hyperlink (up from less
than 1% in 2013 and 0% last
year), and 3% said it was from an
Internet ad (down from
past results).
34
FIGURE 43
We looked at lodging
Lodging Expenditures — Average Per Night
(Among Those Staying In A Hotel Or Motel/Non-Package and Non-Comp) expenditures among
those who did not
purchase travel
packages and were not
comped for their stay.
More than one-third
(37%) of these non-
package visitors paid
between $50 and $99
per night for their room,
down significantly from
past results. Twenty-
six percent (26%) paid
between $100 and
$149 per night, up from
23% each in 2013 and
2015 and 20% in 2014.
One-fourth (25%) paid
a nightly rate of $150 or
more, up significantly from 2012–2015 figures. Six percent (6%) paid less than $50, down from
2012 –2014 figures. The average daily room rate for non-package visitors in 2016 was $116.15,
up from $102.64 last year.
FIGURE 44
Non-package hotel or motel lodgers
How First Found Out About Room Rate
were asked how they first found out (Among Those Staying In A Hotel Or Motel/Non-Package)
about the room rate they paid. Forty
percent (40%) mentioned a website,
down from 44% in 2013, but up from
36% last year. Seventeen percent (17%)
said it was through word of mouth (up
from 10% in 2012) while 14% mentioned
a reservation agent or call center (down
from 2012–2015 results). Eight percent
(8%) mentioned an Internet ad (down
from past results), while 6% mentioned
a travel agent (down from 9% last year),
5% mentioned a search engine or
hyperlink (up from past results), and 3%
4
mentioned direct mail (down from 5% 3
5
last year).
35
As in past years, the majority of visitors who stayed in a hotel or motel (73%) said two people
stayed in their room. Thirteen percent (13%) said they were lodging alone (down from 15% last
year), 7% said three people stayed in their room (down from 8% each in 2013 and 2014), while
8% said four or more people stayed in their room (down from 9% each in 2012 and 2013, but
up from 4% last year). The mean (average) number of room occupants was 2.1, down from 2.2
in 2013, but up from 2.0 last year.
FIGURE 45
Number Of Room Occupants
(Among Those Staying In A Hotel Or Motel)
36
FIGURE 46
Here are the average trip
Average Trip Expenditures On Food & Drink —
And On Local Transportation expenditures on food and drink
(Including Visitors Who Spent Nothing In That Category) and on local transpor tation
including visitors who said they
spent nothing in that categor y.
The average expenditure on food
and drink in 2016 was $318.09,
up significantly from $265.11 in
2012, $278.95 in 2013, $281.88
in 2014, and $292.00 last year.
The average transpor tation
expenditure for 2016 was $96.08,
also up from 2012–2015 results.
*Trip expenditures are calculated by multiplying respondents’

estimated daily expenditures by the number of days they had spent
in Las Vegas on their most recent trip.
FIGURE 47 Among visitors who ac tually

Average Trip Expenditures On Food & Drink — spent money in these
And On Local Transportation
(Among Those Who Spent Money In That Category) categories, the average trip
expenditure on food and
drink in 2016 was $319.93, up
from $292.42 last year. The
average trip expenditure on
local transpor tation for 2016
was $119.76, up from $94.22 in
2012.
Percentages of respondents who spent money in each category are shown in the following table:
2012 2013 2014 2015 2016

Food and Drink
Base size (3588) (3573) (3538) (3596) (3579)
Proportion of total 99.6% 99.2% 98.3% 99.9% 99%
Local Transportation
Base size (2209) (2004) (2164) (2241) (2899)
Proportion of total 61% 56% 60% 62% 81%
37
FIGURE 48 Figure 48 shows average

Average Trip Expenditures On Shopping, Shows, And Sightseeing expenditures on shopping,
(Including Visitors Who Spent Nothing In That Category)
shows, and sightseeing
during the entire visit to
Las Vegas — including
visitors who said they
spent nothing in these
categories. The average
trip expenditure on
shopping was $156.91, up
from $122.66 last year. The
average expenditure on
shows/entertainment was
$67.55, up from 2012–
2015 results. The average
expenditure on sightseeing
was $35.93, also up from
2012–2015 figures.
FIGURE 49 Among spending visitors,

Average Trip Expenditures On Shopping, Shows, And Sightseeing the average trip shopping
(Among Those Who Spent Money In That Category )
expenditure was $229.97,
down from $259.00 in
2012. The average trip
total spent on shows/
entertainment was
$142.66, up from $123.43
in 2012. The sightseeing
total was $172.39,
similar to last year but up
significantly from previous
years.
Percentages of respondents who spent money in each category are shown in the following table:
2012 2013 2014 2015 2016
Shopping
Base size
(2077) (2138) (2192) (2057) (2473)
Proportion of total
58% 59% 61% 57% 69%
Shows/Entertainment
Base size
(1255) (1143) (1240) (1617) (1748)
Proportion of total
35% 32% 35% 45% 49%
Sightseeing
Base size
(287) (266) (417) (296) (825)
Proportion of total
8% 7% 12% 8% 23%
38

FIGURE 50 Sixty-nine percent (69%) of all
Whether Gambled While In Las Vegas
visitors said they gambled while in
Las Vegas, down from 72% in 2012
and 73% last year.
Among those who FIGURE 51

Hours Of Gambling — Average Per Day
gambled while in (Among Those Who Gambled)
Las Vegas, 71% gambled
for two hours or less, up
significantly from 50% last
year. Eighteen percent
(18%) gambled for three
to four hours, down from
2012–2015 results. Eleven
percent (11%) gambled
five or more hours, also
down from past results.
The average amount of
time spent gambling per
day was 1.9 hours, down
from 2.9 hours each in
2013 and 2015.
39
All visitors to Las Vegas were asked how many casinos they had visited, and in how many of
those casinos they had gambled. The average number of casinos visited in 2016 was 6.3, (up
from 5.8 in 2012 and 5.7 in 2014), and the number of casinos at which visitors gambled was 2.0
(down from 2.4 in 2012).
FIGURE 52
Number Of Casinos Visited
FIGURE 53
Number Of Casinos Where Gambled*
*These questions are asked every other year and were not asked in 2013 or 2015.
40
FIGURE 54
Among those who gambled in
Trip Gambling Budget
(Among Those Who Gambled) 2016, the average gambling
budget was $619.01, up from
$484.70 in 2012, $529.57 in 2013
and $530.11 in 2014.
41
FIGURE 55
Most visitors (88%) gambled on
Where Visitors Gambled
the Strip Corridor. Thirty-one (Among Those Who Gambled – Asked Every Other Year)*
percent (31%) said they gambled
Downtown (up from 27% in 2013),
3% gambled in the Boulder Strip
area (down from 6% in 2013), 1%
gambled in North Las Vegas, and
less than 1% gambled in outlying
areas.
This question is asked every other year and was not asked in 2012, 2014, or 2016.
42
ENTERTAINMENT
Fifty-two percent (52%) of visitors
attended shows during their stay,
down from past years.
* Only “yes” responses are reported in this chart.
In 2016, 43% of visitors who

saw a show in Las Vegas went
to a lounge act, down from
2012–2015 results. Thirty-
two percent (32%) went to
a production or Broadway-
type show, up from 25% in
2013, but down from 41%
last year. Twenty-four percent
(24%) saw a headliner, up
significantly from 14% in
2012, 13% in 2013, and 17%
in 2014. Seventeen percent
(17%) saw a comedy show
(up from 2012–2015 results),
4% saw a magic show (down
from 7% last year), 6% saw an
impersonator/tribute show
(up from 2012–2014 figures),
and 8% saw a celebrity DJ.
*Celebrity DJ category added in 2016.
43
Visitors who saw shows were

asked how many shows of each
type they saw. The average
number of shows attended was
highest for visitors who saw
comedy revues (1.4, up from
2012–2015) or lounge acts
(1.4, down from 2012–2014).
Visitors saw an average of 1.2
production and Broadway-
type shows, 1.2 celebrity DJ
shows, 1.1 headliners, 1.1
impersonators/tribute shows,
and 1.0 magic shows.
Visitors who did not attend

any shows while in Las Vegas
were asked why. Forty-three
percent (43%) said it was
because they were too busy
(down from 54% in 2012
and 61% in 2014). Thirty-six
percent (36%) said they were
not interested in shows (up
from 29% in 2012 and 25%
in 2014), 10% said the shows
were too expensive (up from
7% in 2014), 3% said they
were visiting with children
(up from 1% in 2014) and
2% each said they came to
Las Vegas only to gamble
(not significantly different
from previous years) or that
they had already seen all the
shows (up from 1% in 2014).
This question is asked every other year and was not asked in 2013 or 2015.
44
We asked all visitors if they

had been to other Las Vegas
attractions for which they had
to pay, such as the theme
parks, water parks or roller
coasters. Thirty percent (30%)
said yes, up significantly from
20% last year.
Visitors were asked

if they visited
nightclubs, bars or
lounges while in
Las Vegas. More
than half (54%) said
they had been to
a no-cover hotel
bar or lounge,
15% had been to
a hotel nightclub
that charged a
cover fee, 20%
had been to a no-
cover free-standing
bar or lounge,
13% had been to
a freestanding
nightclub that
charged a cover fee, and 11%
had been to a pool party or
day club. Responses to all of
these items were significantly higher than they
had been in each of the previous four years.
45
The proportion who said they had played golf during their
2015 visit to Las Vegas was 2%.
* This question is asked every other year and was not asked in 2012, 2014 or 2016.
Visitors were asked if they had visited a spa during

this trip to Las Vegas. In 2016, 5% said they had, up
from 3% in 2012, but down from 7% in 2014.
*This question is asked every other year and was

not asked in 2013 or 2015.
46
In 2016, 99% of Las Vegas visitors said they were satisfied with their visit to Las Vegas, with 89%
saying they were “very satisfied” (down from 94% in 2012 and 96% in 2014), and 10% saying
they were “somewhat satisfied” with their Las Vegas visit, up from 5% in 2012 and 4% in 2014.
47
Visitors who were not completely

satisfied with their visit were asked to
volunteer why. Fourteen percent (14%)
each said their trip was too short (down
from 28% in 2014) or that it’s too hard
to get around Las Vegas (up from 6% in
2012 and 1% in 2014). Twelve percent
(12%) said Las Vegas is too expensive
and 10% had complaints about their
hotel (down from 17% in 2012). Among
other reasons given were that Las Vegas
is too hot (7%, up from 3% in 2014),
that the trip was a business trip and not a
pleasure trip (7%), that Las Vegas is
too crowded (6%, up from 2% in 2012),
or that they simply don’t like
Las Vegas (5%).
Very few visitors (1%) said

they were dissatisfied with
their visit to Las Vegas.
These few dissatisfied
visitors were asked to
volunteer why they were
not satisfied with their
visit. The most frequently
mentioned reasons for
being dissatisfied were
that they simply don’t like
Las Vegas (17%), that it’s
too hard to get around
Las Vegas (14%),
complaints about their
hotel (13%), smoking
complaints (9%), or that
they think Las Vegas is too
expensive or were in town
on a business trip (8%
each).
48
Visitors were asked how likely they are to return to Las Vegas in the future for a vacation or
pleasure trip. In 2016, 75% said they were “extremely” or “very” likely to return to Las Vegas (up
from 72% each in 2013 and 2015 and 71% in 2014), while 13% said they were “somewhat” likely
to return (down from 2012–2015 results). Thirteen percent (13%) of visitors said they were not
likely to return to Las Vegas, up from 2012–2015 results.
Visitors were also asked how likely they are to recommend Las Vegas to others as a vacation
destination. One half (50%) said they were “extremely” likely to recommend Las Vegas (up
significantly from 2012–2015 results), while 41% said they were “very” likely (down from 61%
in 2013, 51% in 2014, and 64% last year).
49
VISITOR DEMOGRAPHICS
As Figures 69 and 70 show, visitors in 2016 were likely to be married (70%, down from 2012–
2015 results), earning $40,000 or more (73%, down from 2012–2015 results), and employed
(71%, up from 2012–2015 findings). One in six (17%) were retired (down from 20% each in 2013
and 2014 and 24% last year). Over one half (56%) were 40 years old or older (down from 58%
each in 2012 and 2013 and 65% last year). The average visitor’s age was 44.0 (down significantly
from 44.8 in 2012, 45.8 in 2013, 45.2 in 2014 and 47.7 last year).
FIGURE 69
2012 2013 2014 2015 2016
GENDER
Male 51% 50% 49% 51% 50
Female 49 50 51 49 50
MARITAL STATUS
Married 75 79 80 79 70
Single 18 15 14 14 22
Separated/Divorced 5 4 4 6 6
Widowed 2 2 2 2 2
EMPLOYMENT
Employed 69 67 64 67 71
Unemployed 2 5 3 1 2
Student 5 2 3 3 5
Retired 19 20 20 24 17
Homemaker 5 6 11 5 5
EDUCATION
High school or less 15 13 11 14 16
Some college 28 31 37 25 30
College graduate 52 51 48 56 49
Trade/vocational school 5 5 4 5 4
AGE
21 to 29 19 15 17 12 19
30 to 39 24 27 27 22 25
40 to 49 21 19 20 23 20
50 to 59 16 15 14 15 16
60 to 64 6 9 8 9 8
65 or older 15 15 15 19 12
MEAN 44.8 45.8 45.2 47.7 44.0
BASE (3602) (3600) (3599) (3601) (3600)
50
The 2016 visitor base was more ethnically diverse as three in ten identified themselves as non-
white, higher than in recent years. About one half (49%, down from 54% in 2012, 52% in 2013,
and 53% each in 2014 and 2015) of visitors were from the western United States, with the bulk
of them coming from California (31%, down from 33% each in 2012 – 2014). Nineteen percent
(19%) of visitors were from foreign countries, up significantly from 16% last year.
FIGURE 70
2012 2013 2014 2015 2016
ETHNICITY
White 75% 73% 77% 85% 69%
African-American/Black 5 5 4 4 9
Asian/Asian-American 9 12 10 4 5
Hispanic/Latino 8 8 8 7 14
Other 3 2 1 1 3
HOUSEHOLD INCOME
Less than $20,000 3 1 1 2 2
$20,000 to $39,999 6 5 6 4 9
$40,000 to $59,999 17 25 26 19 21
$60,000 to $79,999 26 28 27 23 24
$80,000 to $99,999 15 16 17 17 13
$100,000 or more 26 19 15 26 15
Not sure/no answer 7 6 7 10 16
VISITOR ORIGIN
USA 83 80 81 84 81
Eastern states 1
7 6 7 7 7
Southern states 2
11 12 12 13 15
Midwestern states 3
11 10 9 11 10
Western states 4
54 52 53 53 49
California 33 33 33 29 31
Southern California 26 26 27 25 27
Northern California 7 7 6 4 4
Arizona 6 6 6 9 6
Other Western states 15 13 14 15 12
Foreign 17 20 19 16 19
BASE (3602) (3600) (3599) (3601) (3600)

1Eastern states: Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York,
Pennsylvania, Rhode Island and Vermont.
2Southern states: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina,
Tennessee, Texas, Virginia and West Virginia.
3Midwestern states: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota and
Wisconsin.
Western states: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada (excluding Clark County), New Mexico, Oregon,
4
Utah, Washington and Wyoming.
51
52
APPENDIX A
Summary Tables of
Visitor Characteristics
53
SUMMARY TABLE OF REASONS FOR VISITING AND VISITATION FREQUENCY
2012 2013 2014 2015 2016

Proportion of visitors who were first-time visitors 16% 15% 19% 16% 27%
Proportion of visitors whose primary purpose for current trip was 47% 41% 47% 47% 52%
vacation or pleasure
to gamble
to visit friends and relatives
Proportion of repeat visitors whose primary purpose for current 43% 37% 42% 42% 48%
trip was vacation or pleasure
trip was to gamble
trip was to visit friends and relatives
Proportion of first-time visitors whose primary purpose for current 66% 64% 68% 73% 65%
trip was vacation or pleasure

trip was to gamble
trip was to visit friends and relatives
Average number of visits in past year 1.6 1.7 1.6 1.8 1.7
54
SUMMARY TABLE OF TRAVEL PLANNING CHARACTERISTICS
2012 2013 2014 2015 2016

Proportion of visitors who traveled to Las Vegas by ground 57% 58% 58% 57% 54%
transportation (automobile/bus/RV)
Proportion of visitors who traveled to Las Vegas by air 43% 42% 42% 43% 46%
Proportion of visitors who used their own vehicle when traveling 47% 50% 47% 48% 43%
around Las Vegas
Proportion of visitors who reported walking when traveling around 48% 52% 55% 35% 36%
Las Vegas
Proportion of visitors who used taxis when traveling around 29% 27% 32% 28% 26%
Las Vegas
Proportion of visitors who used the assistance of a travel agent in 13% 15% 16% 15% 13%
planning their trip to Las Vegas
Proportion who used the Internet to plan trip 60% 64% 68% 63% 65%
Proportion of visitors who used the Internet to book 66% 59% 62% 73% 72%
accommodations in Las Vegas
Proportion of visitors who used the Internet to book transportation 47% 41% 44% 48% 53%
to Las Vegas
Proportion of visitors who used the Internet and said it influenced 54% 51% 54% 58% 67%
their choice in accommodations
Proportion of visitors who visited Downtown 36% 30% 36% 32% 53%
Las Vegas on their current trip
55
SUMMARY TABLE OF TRIP CHARACTERISTICS AND EXPENDITURES
2012 2013 2014 2015 2016
Average number of adults in immediate party 2.4 2.4 2.4 2.2 2.4
Proportion of visitors with persons under 21 in their 11% 10% 10% 8% 12%
immediate party
Proportion of visitors who stayed overnight 99.7% 99.8% 99.6% 100% 99.9%
Days stayed (average) 4.3 4.3 4.2 4.4 4.4
Nights stayed (average) 3.3 3.3 3.2 3.4 3.4
Proportion of visitors who stayed in a hotel or motel room 96% 96% 96% 96% 90%
(among those who stayed overnight)
Number of room occupants (average — hotel/motel only) 2.1 2.2 2.1 2.0 2.1
Lodging expenditures (average per night — non-package $93.13 $83.62 $86.55 $102.64 $116.15
and non-comp)
Proportion of visitors who paid a regular room rate 32% 32% 33% 27% 49%
Proportion of visitors who bought a package or travel 14% 13% 18% 14% 19%
group trip
Average cost of package per person (among package/ $743.65 $868.24 $815.14 $857.43 $921.04
tour group visitors)
Average trip expenditures for food and drink $265.11 $278.95 $281.88 $292.00 $318.09
Average trip expenditures for local transport $57.77 $59.68 $68.83 $73.45 $96.08
Average trip expenditures for shopping $149.29 $140.90 $149.77 $122.66 $156.91
Average trip expenditures for shows/entertainment $42.89 $38.45 $47.56 $61.95 $67.55
Average trip expenditures for sightseeing $9.63 $9.29 $14.49 $14.86 $35.93
56
SUMMARY TABLE OF GAMING BEHAVIOR AND BUDGETS
2012 2013 2014 2015 2016
Proportion who gambled while visiting 72% 71% 71% 73% 69%
Las Vegas
Average number of hours per day spent gambling 2.6 2.9 2.6 2.9 1.9
(among those who gambled)
Average trip gambling budget $484.70 $529.57 $530.11 $578.54 $619.01

(among those who gambled)
SUMMARY TABLE OF ENTERTAINMENT ACTIVITIES
2012 2013 2014 2015 2016
Proportion who attended any shows during their current stay in 65% 72% 65% 61% 52%
Las Vegas
Proportion who attended lounge acts (among those who attended 78% 87% 77% 72% 43%
shows)
Proportion who attended big-name headliner performances 14% 13% 17% 26% 24%
(among those who attended shows)
Proportion who attended comedy shows (among those who 11% 8% 10% 12% 17%
attended shows/entertainment)
Proportion who went to other paid attractions in 13% 15% 19% 20% 30%
Las Vegas
57
SUMMARY TABLE OF ATTITUDINAL INFORMATION
2012 2013 2014 2015 2016
Proportion who were “very satisfied” with their current trip to Las 94% 89% 96% 89% 89%
Vegas
Proportion who were “somewhat satisfied” with their current trip 5% 10% 4% 11% 10%
to Las Vegas
SUMMARY TABLE OF VISITOR DEMOGRAPHICS
2012 2013 2014 2015 2016
Proportion of visitors who were married 75% 79% 80% 79% 70%
Proportion of visitors with a household income of $40,000 or more 84% 88% 85% 85% 73%
Proportion of visitors who were employed 69% 67% 64% 67% 71%
Proportion of visitors who were retired 19% 20% 20% 24% 17%
Proportion of visitors who were 40 years old or older 58% 58% 57% 65% 56%
Average age 44.8 45.8 45.2 47.7 44.0
Proportion of visitors with a college diploma 52% 51% 48% 56% 49%
Proportion of visitors from the West 54% 52% 53% 53% 49%
Proportion of visitors from California 33% 33% 33% 29% 31%
Proportion of visitors from a foreign country 17% 20% 19% 16% 19%
58
APPENDIX B
Aggregate Results for
Calendar Year 2016
59
GLS RESEARCH LAS VEGAS VISITOR PROJECT #216301

AGGREGATE RESULTS PROFILE STUDY CALENDAR YEAR 2016

RESPONDENT ID# ____ ____ ____ ____ TIME ENDED (USE 24-HOUR CLOCK)
INTERVIEW DATE: ____ ____/____ ____/____ __ ____ ____:____ ____
INTERVIEW LOCATION CODE ____ ____ ____ ___ INTERVIEW LENGTH ____ ____ MIN.
TIME STARTED (USE 24-HOUR CLOCK) INTERVIEWER ID # ____ ____

RESPONDENT GENDER (BY OBSERVATION)
____ ____:____ ____
MALE ............................... 50%
FEMALE .......................... 50
Hello. I’m ________________ from GLS Research, a national marketing research firm. We are conducting a survey
of visitors for the Las Vegas Convention and Visitors Authority. All answers are kept strictly confidential.
1. Are you a visitor to Las Vegas, or are you a 5. Is this your first visit to Las Vegas, or have you
resident of Clark County? visited before?
VISITOR ................... ASK Q2 FILL IN 1 IN

Q6, THEN
RESIDENT ............... FIRST VISIT ..................... 27%
SKIP TO Q7
NOT SURE/DK ......... TERMINATE ON PAGE 2
REFUSED/NA ..........
VISITED BEFORE ............ 73 ASK Q6
2. We are supposed to interview people who are
21 years old or older. Are you 21 years old or 6. Including this trip, how many times have you
older? visited Las Vegas in the past 12 months?
(RECORD NUMBER BELOW AS 2 DIGITS.)
YES .......................... ASK Q3
1 ................................................... 65%
NO ............................
2-3 ................................................ 26
NOT SURE/DK ......... TERMINATE
4-5 .................................................. 5
6 OR MORE ................................... 3
3. Will you be leaving Las Vegas within the next 1.7 MEAN
24 hours? 1.0 MEDIAN
YES .......................... ASK Q4

NO ............................
NOT SURE/DK ......... TERMINATE
4. Have you been interviewed like this in Las

Vegas at any other time in the past 12 months?
YES .......................... TERMINATE
NO ............................ ASK Q5
60
#216301 LAS VEGAS VISITOR PROFILE STUDY CALENDAR YEAR 2016

GLS RESEARCH WEIGHTED AGGREGATE RESULTS PAGE 2

8. While in Las Vegas, did you attend or work at a
7. What was the primary purpose of THIS trip to convention, trade show, association or
Las Vegas? (ASK AS AN OPEN-END. corporate meeting?
ACCEPT ONLY ONE RESPONSE. WRITE
RESPONSE IN BLANK BELOW.)
YES ................................ 11% ASK Q9
______________________________________
NO .................................. 89
NOT SURE/DK ................. 0 SKIP TO Q11
TO ATTEND OR WORK AT A
CONVENTION/TRADE SHOW ............. 9% REFUSED/NA .................. 0
TO ATTEND A
CORPORATE MEETING ...................... 1 9. Were you MORE or LESS interested in
TO GAMBLE.......................................... 4 attending this convention, trade show,
association or corporate meeting because it
INCENTIVE TRAVEL PROGRAM
was held in Las Vegas, or did it make NO
(WON A TRIP AS A BONUS FROM
DIFFERENCE to you that it was held in Las
EMPLOYER) ......................................... 0
Vegas? (N=378)
VACATION/PLEASURE ...................... 52
VISIT FRIENDS/RELATIVES .............. 13 MORE INTERESTED ....46%
TO ATTEND A SPECIAL LESS INTERESTED .......1
EVENT (E.G., GOLF, RODEO
NO DIFFERENCE .........53
OR A FIGHT) ......................................... 4
TO ATTEND/PARTICIPATE NOT SURE/DK ................0
IN A CASINO TOURNAMENT .............. 0 REFUSED/NA .................0
OTHER BUSINESS
PURPOSES .......................................... 5 10. Did you bring a spouse, family member, or
JUST PASSING THROUGH ................. 7 friend with you who did NOT attend or work at
TO ATTEND A WEDDING .................... 4 a convention, trade show, association or
TO GET MARRIED................................ 1 corporate meeting? (N=378)
SOME OTHER REASON ...................... 1 YES ................................ 37%

NOT SURE/DK ...................................... 0 NO .................................. 63
REFUSED/NA ....................................... 0
11. Did you travel to Las Vegas by... (READ LIST.
ACCEPT ONLY ONE RESPONSE.)
Air ...................................... 46%
Bus
(IF “YES,” ASK, “Do you
mean…”:)
Regularly scheduled bus
service like Greyhound .... 1
Or a chartered or escorted
bus service or tour bus .... 2
Automobile ........................ 48
Truck.................................... 1
Motorcycle ........................... 0
Recreational Vehicle (RV) ... 3
61


16. Did you use the Internet in planning your trip to
12. Which of the following kinds of transportation Las Vegas?
have you used during your visit? (READ LIST.
YES ................................ 65%
ACCEPT MULTIPLE RESPONSES.)
NO .................................. 34
A. Your own vehicle ............ 43% NOT SURE/DK ................. 1
B. Rental car ....................... 16
REFUSED/NA .................. 0
C. Limousine ....................... 3
D. Bus ................................. 13 17. Which, if any, of the following social media or
E. Hotel/motel shuttle ......... 15 travel review apps or websites did you use to
help in planning your trip to Las Vegas?
H Monorail ......................... 14
(INTERVIEWER: READ LIST; ACCEPT
G. Taxi................................. 26 MULTIPLE RESPONSES)
I Ride sharing service ....... 13
WALKED ....................... 36 A. Facebook ............................ 7%
OTHER .......................... 3 B. Foursquare .......................... 0
C. SnapChat ............................ 2
13. How far in advance did you plan this trip to Las
Vegas? (ASK AS OPEN END.) D. OpenTable .......................... 1
SAME DAY .......................................... 3% E. Pinterest .............................. 0
F. TripAdvisor .......................... 8
1-3 DAYS BEFORE ............................. 6
4-6 DAYS BEFORE ............................. 5 G. Twitter ................................. 2
7-14 DAYS BEFORE ......................... 14 H. Yelp ..................................... 2
I. Instagram ............................ 2
15-30 DAYS BEFORE ....................... 20
31-60 DAYS BEFORE ....................... 23 J. Google ................................ 23
K. Google+ ............................. 2
61-90 DAYS BEFORE ....................... 14
MORE THAN 90 DAYS BEFORE ..... 14 L. Consulted reviews at Online
Travel Agencies such as
NOT SURE/DK .................................... 0 Expedia, Booking.com, etc. 33
REFUSED/NA ..................................... 0 M. Consulted reviews at hotel or
show venue sites ................ 11
14. Did a travel agency assist you in planning your
trip? N. Other (SPECIFY:) ............... 5
DO NOT READ; EXCL. CODE
YES .................................13% ASK Q15 O. NONE OF THESE ............... 42
NO ...................................87 18. Did you use ANY Internet web site to book your
NOT SURE/DK ..................1 SKIP TO Q16 transportation to Las Vegas?
REFUSED/NA ...................0
YES ...........................36% ASK Q19
15. Did the travel agent... (READ LIST)
NO .............................63
(N=458)
NOT SURE/DK ............1 SKIP TO Q20
a. Influence your decision REFUSED/NA .............0
to visit Las Vegas.................. 11%
b. Influence your choice of
accommodations................... 71
c. Book your transportation....... 90
62


19. Which web site did you use to book your
transportation? (ASK AS AN OPEN END. INTERVIEWER!
ACCEPT ONLY ONE RESPONSE).
(N=1310) IF YOU ARE CONDUCTING THE INTERVIEW AT A
DOWNTOWN LOCATION, CIRCLE “YES” (1) IN Q21. IF
a. AOL (AMERICA
YOU ARE NOT DOWNTOWN, READ THE FOLLOWING
ONLINE) ....................... 0% TO RESPONDENT BEFORE Q21:
b. BOOKING.COM............ 2
c. CHEAPTICKETS. ......... 2 "There are two main areas where hotels, motels, and
casinos are located in Las Vegas. One area is referred
d. EXPEDIA.COM ........... 14 to as The Strip. The Strip includes all the properties on
e. HOTWIRE.COM ........... 3 or near Las Vegas Boulevard. The other area is
referred to as Downtown Las Vegas. Downtown
f. MAPQUEST.COM ........ 0 includes all the properties on or near Fremont Street."
g. ORBITZ......................... 3
h. PRICELINE.COM ......... 4 POINT OUT THE "DOWNTOWN" AND "STRIP" AREAS
ON THE MAP AS YOU READ THE ABOVE
i. TRAVEL.COM .............. 0 EXPLANATION. IF IT HELPS THE RESPONDENT, ALSO
j. TRAVELOCITY ............. 4 POINT OUT WHERE ON THE MAP YOU ARE
CURRENTLY LOCATED.
k. YAHOO ......................... 0
l. KAYAK.COM ................ 2
21. While in Las Vegas, have you visited the
m. LASVEGAS.COM ......... 1 Downtown area? (POINT OUT THE
DOWNTOWN AREA ON THE MAP.)
n. AIRLINE WEBSITE
(ANY) .......................... 56
YES ................................ 53% SKIP TO Q23
o. OTHER ....................... 10
p. NOT SURE/DK ............. 1 NO .................................. 47 ASK Q22
20. Did you find information on ANY website on the 22. (ASK ONLY IF “NO” IN Q21.)
internet that influenced your choice of Is there any particular reason why you did not
accommodations? visit Downtown Las Vegas? (ASK AS AN
OPEN-END. ACCEPT ONLY ONE
YES ................................. 46%
RESPONSE. WRITE RESPONSE IN BLANK
NO ................................... 52 BELOW.) (N=1680)
NOT SURE/DK .................. 1

REFUSED/NA ................... 0 NOT ENOUGH TIME.............................. 31%
UNFAMILIAR WITH DOWNTOWN ........ 17
DON'T LIKE DOWNTOWN;
IT'S A BAD AREA ..................................... 3
ONLY INTERESTED IN/
PREFER THE STRIP. .............................. 4
NOT INTERESTED (GENERAL); DIDN'T
WANT TO; NO REASON TO;
SEEN IT ALREADY ................................ 38
INCONVENIENT; OUT OF THE WAY ..... 5
HAVE CHILDREN;
DIDN'T WANT TO TAKE
CHILDREN THERE .................................. 2
PREFER ANOTHER AREA
(NOT THE STRIP) .................................... 0
TOO HOT/BAD WEATHER ...................... 0
TOO CROWDED/TOO MUCH TRAFFIC . 0
OTHER (SPECIFY): ................................. 0
63


23. On this trip to Las Vegas, where did you lodge? (ASK AS OPEN END. ACCEPT ONLY ONE RESPONSE.
CIRCLE CODE NUMBER. INTERVIEWER: A “LODGING” IS ANY PLACE THE RESPONDENT SLEPT
OVERNIGHT. SOME PEOPLE COME TO LAS VEGAS AT NIGHT JUST TO GAMBLE THROUGH THE
NIGHT AND LEAVE THE NEXT DAY. THESE PEOPLE DID NOT "LODGE" ANYWHERE.)
TYPE OF LODGING LOCATION OF LODGING

(ALL RESPONDENTS) (AMONG THOSE WHO STAYED
HOTEL................................................... 90% OVERNIGHT) (N=3597)
MOTEL .................................................... 4 STRIP CORRIDOR ................................75%

RV PARK ................................................. 1 ON THE STRIP ................................59
FRIENDS/RELATIVES ............................ 4 JUST OFF THE STRIP.....................17
DAYTRIP/NO LODGING ......................... 0 DOWNTOWN ...........................................6
BOULDER STRIP.....................................1
OUTLYING AREAS ................................12
TYPE OF LODGING OTHER .....................................................5
(AMONG THOSE WHO STAYED OVERNIGHT)
(N=3597)
24. At what point in your planning did you
decide where you would stay? (N=3597)
HOTEL................................................... 90%
MOTEL .................................................... 4 BEFORE LEAVING HOME ... 95%
RV PARK ................................................. 1 WHILE EN ROUTE TO
FRIENDS/RELATIVES ............................ 4 LAS VEGAS ............................ 4
AFTER ARRIVAL .................... 2
NOT SURE/DK ........................ 0
LOCATION OF LODGING
(ALL RESPONDENTS) REFUSED/NA ......................... 0
STRIP CORRIDOR ................................75%
ON THE STRIP ................................58
JUST OFF THE STRIP.....................17
DOWNTOWN ...........................................6
BOULDER STRIP.....................................1
OUTLYING AREAS ................................12
OTHER .....................................................5
64


25. Which of the following [SHOW CARD] best 26. [IF Q25 = 4, 8, OR 9 ASK:]
describes how you, or someone in your party, booked Which Web site did you use to book your
your accommodations in Las Vegas? (ACCEPT ONLY accommodations? (ASK AS AN OPEN END.
ONE RESPONSE.) ACCEPT ONLY ONE RESPONSE).
(N=1791)
Booked by phone,
a. HOTEL WEBSITE (ANY) ............. 30%
calling the hotel, motel,
or RV park directly .........18% b. BOOKING.COM............................. 6
Booked through a c. HOTELS.COM ............................... 9
travel agent (either in d. EXPEDIA.COM ............................ 18
SKIP TO Q27
person or by phone) ......11 e. LAS VEGAS.COM ......................... 2
Booked by phone but f. TRAVELOCITY .............................. 4
not by calling the hotel
g. AIRLINE WEBSITE........................ 4
directly and not
through a travel agent .....3 h. ORBITZ.......................................... 3
i. PRICELINE.COM .......................... 5
Booked through a
website on the internet j. VEGAS.COM ................................. 3
using a desktop or k. KAYAK.COM ................................. 2
laptop computer .............37 l. HOTWIRE ...................................... 6
Booked through a ASK Q26 m. OTHER .......................................... 6
website on the internet n. NOT SURE/DK .............................. 1
using a smartphone .......10
Booked through a 27. How far in advance did you make your
website on the internet reservations for your (hotel room/motel room/RV
using a tablet ...................6 park space) for this trip to Las Vegas? (ASK AS
Booked in person at OPEN END.)
the hotel, motel or RV SAME DAY .................................... 6%
park .................................2 1-3 DAYS BEFORE ....................... 7
The trip was a gift, 4-6 DAYS BEFORE ....................... 5
prize, or incentive, so
7-14 DAYS BEFORE ................... 13
the accommodations
were booked for you ........1 15-30 DAYS BEFORE ................. 20
SKIP TO Q27 31-60 DAYS BEFORE ................. 22
Not sure because
someone else in your 61-90 DAYS BEFORE ................. 12
party booked the hotel MORE THAN 90
and you don’t know DAYS BEFORE ........................... 13
how they did it ...............11
NOT SURE/DK .............................. 2
OTHER (SPECIFY:) ........0
REFUSED/NA ............................... 0
REFUSED/NA .................0
65


28. Including yourself, how many people stayed in 31. How did you first find out about this package?
your room? (WRITE EXACT NUMBER IN THE (DO NOT READ LIST. ACCEPT ONLY ONE
BLANK BELOW.) (N=3404) RESPONSE.) (N=647)
NEWSPAPER.........................................0%
ONE ....................................... 13% TELEVISION ..........................................0
TWO ...................................... 73 RADIO ....................................................1
THREE .................................... 7 TRAVEL AGENT ..................................33
FOUR ...................................... 6 WORD-OF-MOUTH..............................10
FIVE......................................... 2 OFFER RECEIVED IN THE MAIL ..........2
SIX OR MORE......................... 0 BROCHURE ...........................................1
REFUSED/NA ......................... 0 E-MAIL OFFER ......................................2
2.1 MEAN INTERNET AD (POP-UP
2.0 MEDIAN OR BANNER AD) ...................................3
SEARCH ENGINE RESULT/
29. Which of the following rate categories best HYPERLINK ...........................................4
describes your room rate? (SHOW CARD.
ANY WEB SITE ....................................41
ACCEPT ONLY ONE RESPONSE.) (N=3355)
OUTDOOR BILLBOARD ........................0
HOTEL/TRANSPORTATION RESERVATION AGENT/
PACKAGE DEAL ............. 16% CALL CENTER .......................................0
HOTEL/AMENITIES ASK Q30 SOCIAL MEDIA (e.g., Facebook,
PACKAGE DEAL ............... 1 Twitter, LinkedIn, Google Plus,
TOUR/TRAVEL GROUP ... 2 Instagram) ..............................................2
OTHER (SPECIFY): ...............................0
CONVENTION GROUP/
COMPANY MEETING ....... 7 NOT SURE/DK .......................................3
CASINO RATE .................. 4 SKIP TO Q32 REFUSED/NA ........................................0
REGULAR FULL-
PRICE ROOM RATE ....... 49 PACKAGE VISITORS SKIP TO Q34
CASINO
SKIP TO Q34 32. (ASK ONLY OF NON-PACKAGE VISITORS)
COMPLIMENTARY ......... 10
By the time you leave Las Vegas, how much will
ANOTHER RATE ............ 10 SKIP TO Q32 you have spent, on average per night, on your
hotel or motel room? (N=2370)
30. What was the total PER PERSON cost of your $0-$49 .............................................. 6%
package? (N=647) $50-$99 .......................................... 37
$100-$149 ...................................... 26
$0-$399 ......................................... 12%
$150 OR MORE ............................. 25
$400-$599 ..................................... 14
NOT SURE/REFUSED ..................... 7
$600-$999 ..................................... 28
$116.15 MEAN
$1000 OR MORE .......................... 31
$100.00 MEDIAN
NOT SURE/REFUSED .................. 15
$921.04 MEAN
$825.00 MEDIAN
66


33. How did you first find out about the room rate you 36. By the time you leave, how many nights will you
paid? (DO NOT READ LIST. ACCEPT ONLY have stayed in Las Vegas? (WRITE TWO-DIGIT
ONE RESPONSE.) (N=2370) NUMBER IN BLANKS BELOW.)
NEWSPAPER......................................... 0% 0 ............................................... 0%
TELEVISION .......................................... 0 1 ............................................... 8
RADIO .................................................... 0 2 ............................................. 21
TRAVEL AGENT .................................... 6 3 ............................................. 29
WORD-OF-MOUTH.............................. 17 4 ............................................. 21
OFFER RECEIVED IN THE MAIL .......... 3 5 OR MORE ........................... 21
BROCHURE ........................................... 1 3.4 MEAN
E-MAIL OFFER ...................................... 4 3.0 MEDIAN
INTERNET AD (POP-UP
OR BANNER AD) ................................... 8 37. By the time you leave, how many days will you
SEARCH ENGINE RESULT/ have been in Las Vegas?
HYPERLINK ........................................... 5 1 ............................................... 0%
ANY WEB SITE .................................... 40 2 ............................................... 8
OUTDOOR BILLBOARD ........................ 0 3 ............................................. 21
RESERVATION AGENT/ 4 ............................................. 29
CALL CENTER ..................................... 14 5 ............................................. 21
SOCIAL MEDIA (e.g., Facebook, Twitter, 6 OR MORE ........................... 21
LinkedIn, Google Plus, Instagram) ......... 1
4.4 MEAN
OTHER (SPECIFY): ............................... 0
4.0 MEDIAN
NOT SURE/DK ....................................... 2
REFUSED/NA ........................................ 0 38. On what day of the week did you arrive in Las
Vegas?
34. (ASK OF ALL RESPONDENTS.) SUNDAY..........................14%
Including yourself, how many adults 21 years old
MONDAY .........................13
or older are your IMMEDIATE party (such as a
spouse or friends who are traveling with you)? (IF TUESDAY........................14
RESPONDENT SAYS MORE THAN 8, WEDNESDAY .................14
EXPLAIN: “If you are part of a tour group, do not THURSDAY .....................15
include all members of your tour group ⎯ only
FRIDAY ...........................23
those adult friends and relatives who are traveling
with you.”) SATURDAY .......................7
1 .................................................... 11%
2 .................................................... 69
3 ...................................................... 6
4 ...................................................... 9
5 OR MORE .................................... 5
2.4 MEAN
2.0 MEDIAN
35. Are there any people under the age of 21 in your

IMMEDIATE party?
YES ................................ 12%
NO .................................. 88
67


39. During your current trip, which, if any, of the 42. Have you gambled during this visit to Las Vegas?
following social media or travel review apps or
websites have you used to plan your activities YES ................................ 69% ASK Q43
while in Las Vegas? (INTERVIEWER: READ
LIST; ACCEPT MULTIPLE RESPONSES) NO .................................. 31 SKIP TO Q46
A. Facebook ............................ 8%
43. At what point in your planning did you decide
B. Foursquare .......................... 1
where you would gamble? (N=2483)
C. SnapChat ............................ 2
D. OpenTable .......................... 4
BEFORE LEAVING HOME ... 43%
E. Pinterest .............................. 1
WHILE EN ROUTE TO
F. TripAdvisor .......................... 14
LAS VEGAS ............................ 1
G. Twitter ................................. 1
AFTER ARRIVAL .................. 56
H. Yelp ..................................... 3
I. Instagram ............................ 3 NOT SURE/DK ........................ 0
J. Google ................................ 31 REFUSED/NA ......................... 0
K. Google+ ............................. 1
44. On average, how many hours PER DAY did you
L. Consulted reviews at Online
spend gambling? (N=2483)
Travel Agencies such as
Expedia, Booking.com, etc. 9
2 OR LESS .......................... 71%
M. Consulted reviews at hotel or
LESS THAN 1 HOUR ....... 33
show venue sites ................ 21
ONE HOUR ...................... 19
N. Other (SPECIFY:) ............... 15
TWO HOURS ................... 19
DO NOT READ; EXCL. CODE
3 TO 4 ................................. 18
O. NONE OF THESE ............... 48
5 TO 6 ................................... 7
40. During your stay in Las Vegas, how many 7 TO 8 ................................... 3
casinos or casino-hotel properties did you visit? If MORE THAN 8 ...................... 1
you are staying at a casino-hotel, please include
it in your count. 1.9 MEAN
1.0 MEDIAN
0 ...................................................... 2%
45. Not including travel, food or lodging, how much
1 ...................................................... 8 money did you budget for gambling on this trip?
2 - 4 ............................................... 27 Include only your own, personal, gambling
budget and not the gambling budgets of others
5 - 6 ............................................... 24
who may have been with you. (N=2483)
7 - 10 ............................................. 25
11 OR MORE ................................ 12 $0-$99 .............................................. 25%
Don’t Know/No Answer ................... 2 $100-$199 ........................................ 18
6.3 MEAN $200-$299 ........................................ 13
6.0 MEDIAN $300-$399 .......................................... 8
$400-$499 .......................................... 4
41. At how many of these casinos or casino-hotel $500-$599 .......................................... 8
properties did you gamble?
$600 OR MORE ............................... 23
0 .................................................... 31%
NOT SURE/REFUSED ....................... 2
1 .................................................... 23 $619.01 MEAN
2 .................................................... 18 $200.00 MEDIAN
3 ...................................................... 9
4 - 6 ............................................... 15
7 OR MORE .................................... 5
2.0 MEAN
1.0 MEDIAN
68


46. Which of the following types of entertainment have you seen during this trip to Las Vegas? (IF RESPONDENT
VOLUNTEERS “NONE,” CIRCLE “2” IN Q46A-Q46F. ACCEPT MULTIPLE RESPONSES.)
47. (ASK FOR EVERY “YES” IN Q46.) And how many (INSERT EACH TYPE MENTIONED IN Q46) have you
seen during this trip? (RECORD TWO-DIGIT NUMBER IN APPROPRIATE BLANKS.)
Q46 Q47
YES NO DK NA MEAN
A. Celebrity DJs performing in a
Las Vegas nightclub (for
example, Calvin Harris, Tiesto
(pronounced: Tee-ES-toe),
Avicii (pronounced: Ah-VEE-
chee), Steve Aoki,
(pronounced: Ah-OH-kee),
Skrillex, etc.) ........................... 8% 92% 0% 0% 1.2 (N=154)
B. Big-name headliner
performers in Las Vegas for a
special concert (for example,
Britney Spears, Reba, Brooks
& Dunn, Jennifer Lopez, Elton
John, etc.) ............................... 24 76 0 0 1.1 (N=444)
C. Broadway/production shows ... 32 68 0 0 1.2 (N=595)
D. Comedy shows or revues (for
example, Improv, Comedy
Stop, etc.) ................................ 17 83 0 0 1.4 (N=308)
E. Lounge acts or other kinds of
free entertainment provided at
a location other than the
“main” show room ................... 43 57 0 0 1.4 (N=797)
48 (INTERVIEWER: IF RESPONDENT HAS NOT

SEEN ANY SHOWS, CIRCLE “YES” HERE.) 50. What was the main reason you didn't go to any
YES (HAS NOT NO (HAS SEEN shows, revues or acts during your stay in Las
SEEN ANY SHOWS) SHOWS) Vegas? (ACCEPT ONLY ONE RESPONSE.)
(N=1735)
48% 52%
TOO BUSY/NO TIME ......................... 43%
49. At what point in your planning did you decide NOT INTERESTED ............................ 36
which shows you would see? (N=1865) CAME TO GAMBLE ............................. 2
ALREADY SAW SHOWS ..................... 2
BEFORE LEAVING HOME ... 36% TOO EXPENSIVE .............................. 10
WHILE EN ROUTE TO HAVE CHILDREN WITH US ................ 3
LAS VEGAS ............................ 1 SHOWS SOLD OUT OR CLOSED ...... 1
AFTER ARRIVAL .................. 62 OTHER ................................................. 3
NOT SURE/DK ........................ 1
REFUSED/NA ......................... 0
SKIP TO Q51
69


51. On this trip to Las Vegas, have you been to other 54. On this trip, will you (or did you) visit... (READ
Las Vegas attractions for which you have to pay LIST. ACCEPT MULTIPLE RESPONSES.)
— for example, the Mandalay Bay Shark Reef, (N=746)
the Stratosphere Observation Tower and Rides, Hoover Dam .................................. 57%
the High Roller Observation Wheel, the New
York-New York “Manhattan Express” Grand Canyon ............................... 65
rollercoaster, etc.? Lake Mead ..................................... 11
YES ............................... 30%
Laughlin ........................................... 5
NO ................................. 70
NOT SURE/DK ................ 0 Zion National Park ......................... 12
REFUSED/NA ................. 0 Death Valley .................................... 6
Bryce Canyon .................................. 8
52. On this trip, will you (or did you) visit... (READ
LIST. ACCEPT MULTIPLE RESPONSES.) Red Rock Canyon ........................... 8
A. A nightclub in a hotel with Primm. NV ....................................... 2
a cover charge? ................ 15%
Mt. Charleston/Lee Canyon ............. 8
B. A free-standing nightclub
with a cover charge? ......... 13 Valley of Fire ................................... 5
C. A bar or lounge in a hotel Mesquite, NV ................................... 0
without a cover charge? .... 54
All other responses .......................... 4
D. Any free-standing bar or
lounge without a cover
55. Did you visit a spa while in Las Vegas? By spa,
charge? ............................. 20
we mean a place that typically offers hair, skin
E. A pool party or day club? .. 11 and body care, facials, massage, manicures,
pedicures, etc.?
53. Will you (or did you) visit other areas of Nevada
or the surrounding area (for example, the Grand YES ................................................. 5%
Canyon and Death Valley), either before or after NO ................................................. 95
this visit to Las Vegas?
56. By the time you leave Las Vegas, how much will
YES ............................... 21% ASK Q54 you have spent ON AVERAGE PER DAY for...
a. ...... Food and drink. Please include only your
NO ................................. 79 own, personal expenses and not those of your
entire party.
NOT SURE/DK ................ 0 SKIP TO Q55
REFUSED/NA ................. 0 $318.09 MEAN (INCLUDING $0)
$319.93 MEAN (EXCLUDING $0)
b. Local transportation (for example, car rental,

taxi, limo, gas). Please include all your daily
transportation expenses. (ROUND TO THE
NEAREST DOLLAR. WRITE AMOUNT IN
BLANKS BELOW.)
$96.08 MEAN (INCLUDING $0)

$119.76 MEAN (EXCLUDING $0)
70


« « « « « « « « « « « « « « « « « «
57. By the time you leave Las Vegas, how much will you have spent on each of the following items IN TOTAL
FOR YOUR ENTIRE TRIP? Please include only your own, personal expenses and not those of your entire
party. (READ EACH ITEM. ROUND TO THE NEAREST DOLLAR. WRITE AMOUNT IN BLANKS BELOW.)
A. Shopping (gifts, clothing, personal items) ..... $229.97 MEAN (EXCLUDING $0)
B. Shows/entertainment (not including $67.55 MEAN (INCLUDING $0)

gambling) ...................................................... $142.66 MEAN (EXCLUDING $0)
C. Sightseeing ................................................... $172.39 MEAN (EXCLUDING $0)
X. Other ............................................................ $249.63 MEAN (EXCLUDING $0)
Just one more question on your impressions of Las Vegas in general…
58. Overall, how satisfied were you with your visit to 60. What is the MAIN reason you were dissatisfied
Las Vegas? Were you... (READ LIST.) with your overall experience in Las Vegas?
(ACCEPT ONLY ONE RESPONSE.) (N=44)
Very satisfied ............................... 89% Don’t Like Las Vegas ........................... 17%
Somewhat satisfied ..................... 10 Hotel complaints .................................. 13
Somewhat dissatisfied ................... 1 Too expensive ........................................ 8
Very dissatisfied ............................ 0 Too hard to get around ........................ 14
DO NOT READ Smoking complaints ............................... 9
NOT SURE/DK .............................. 0 Someone in party got sick ...................... 5
REFUSED/NA ............................... 0 Not a pleasure trip .................................. 8
Other .................................................... 26
Don’t Know/No Answer .......................... 0
59. You just said you were somewhat satisfied with
your overall experience in Las Vegas. What is
the MAIN reason that keeps you from saying
you were very satisfied? (ACCEPT ONLY ONE
RESPONSE.) (N=369)
Hotel complaints ............................ 10%
Trip was too short .......................... 14
Too expensive ............................... 12
Too hot ............................................ 7
Bad weather (other than heat) ......... 4
Here for business, not pleasure/
not enough free time ....................... 7
Too crowded .................................... 6
Too hard to get around .................. 14
Don’t like Las Vegas ........................ 5
Problems with trip to Las Vegas ...... 3
Smoking complaints ........................ 4
Gambling complaints ....................... 3
Other ............................................. 11
Don’t know/No answer .................... 0
71


63. What was the last grade or year of school that
you completed? (DO NOT READ LIST.)
Now I'd like to ask you a few final questions for GRADE SCHOOL OR
statistical purposes. SOME HIGH SCHOOL ......................... 1%
61. Are you currently... (READ LIST. ACCEPT
ONLY ONE RESPONSE.) HIGH SCHOOL DIPLOMA
(FINISHED GRADE 12)...................... 16
Employed ...................... 71% ASK Q62 SOME COLLEGE (INCLUDES
JUNIOR/COMMUNITY
Unemployed .................... 2 COLLEGE — NO BACHELOR'S
DEGREE) ........................................... 30
Student ............................ 5
GRADUATED COLLEGE ................... 36
Retired ........................... 17 SKIP TO Q63
GRADUATE SCHOOL
Homemaker ..................... 5 (MASTER'S OR PH.D.) ...................... 13
DO NOT READ TECHNICAL, VOCATIONAL,
REFUSED/NA ................. 0 SKIP TO Q63 OR TRADE SCHOOL ........................... 4
REFUSED/NA ...................................... 0
62. What is your occupation? (SPECIFY
OCCUPATION, NOT TITLE OR COMPANY 64. What is your marital status? Are you... (READ
NAME. “SELF-EMPLOYED” IS NOT AN FIRST 4 ITEMS IN LIST.)
ACCEPTABLE RESPONSE. PROBE FOR THE
Married ..................................... 70%
TYPE OF WORK DONE.) (N=2560)
Single ....................................... 22
Professional/technical ................. 29%
Separated or divorced ................ 6
Managers/proprietors .................. 18
Widowed ..................................... 2
Sales/clerical ............................... 28
Craft workers ................................. 7 REFUSED/NA ............................ 0
Service workers ........................... 16
65. What country do you live in?
Laborers (non-agricultural) ............ 0
Agricultural .................................... 0
USA ................................ 81% ASK Q66
FOREIGN ....................... 19 SKIP TO Q67
66. (ASK ONLY OF VISITORS FROM THE USA)

What is your ZIP code, please?
REGION FROM ZIP CODE
EAST .................................................... 7%
SOUTH ............................................... 15
MIDWEST........................................... 10
WEST ................................................. 49
CALIFORNIA ................................... 31
NORTHERN CA. ............................ 4
SOUTHERN CA. .......................... 27
ARIZONA........................................... 6
OTHER WEST................................. 12
FOREIGN VISITORS ......................... 19
72
CARD A
HOTEL/MOTEL RATES
1. HOTEL/TRANSPORTATION PACK AGE DEAL
One price that includes your hotel room and airfare

or bus transportation to Las Vegas. The package may or may not also include other items such as
shows or meals.
2. HOTEL/AMENITIES PACK AGE DEAL (NO TRANSPORTATION INCLUDED)
One price that includes your hotel room and other items such as shows, meals or other
amenities, but does not include airfare or bus transportation to Las Vegas.
3. TOUR/TRAVEL GROUP
You are traveling as part of a tour or travel group The tour/travel group package price includes
room and airfare or bus transportation to Las Vegas. The package may or may not also include
other items such as shows or meals.
4. CONVENTION GROUP/COMPANY MEETING
Arranged through an employer or convention.
5. CASINO RATE
Special reduced rate arranged through a casino host or casino employee.
6. REGULAR FULL-PRICE ROOM RATE
Full price, no discounts.
7. CASINO COMPLIMENTARY
Room is free of charge.
8. ANOTHER RATE
Any other special room rate not shown above.
73
INCOME CATEGORIES
A. Less than $20,000
B. $20,000 to $29,999
C. $30,000 to $39,999
D. $40,000 to $49,999
E. $50,000 to $59,999
F. $60,000 to $69,999
G. $70,000 to $79,999
H. $80,000 to $89,999
I. $90,000 to $99,999
J. $100,000 to $109,999
K. $110,000 to $119,999
L. $120,000 to $129,999
M. $130,000 to $139,999
N. $140,000 to $149,999
O. $150,000 or more
74
Las Vegas Convention and Visitors Authorit y
3150 Paradise Road, Las Vegas, NV 89109-9096
VisitLasVegas.com
For fur ther information, please contac t the LVCVA Research Center at 702-892-2805 or at research@lvcva.com.

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2016 Las Vegas Visitor Profile

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LAS VEGAS

By: GLS Research

VISITOR PROFILE STUDY

President/CEO — Rossi T. Ralenkotter

LAS VEGAS CONVENTION AND VISITORS AUTHORITY

3150 Paradise Road, Las Vegas, NV 89109-9096 • 702-892-0711 | LVCVA.com

FIGURE 1: First Visit Versus Repeat Visit 13

FIGURE 10: Advance Travel Planning 18

TRIP CHARACTERISTICS AND EXPENDITURES

FIGURE 29: Adults in Immediate Par ty 28

GAMING BEHAVIOR AND BUDGETS

FIGURE 50: Whether Gambled While in Las Vegas 39

FIGURE 56: Enter tainment Attendance 43

FIGURE 64: Satisfaction with Visit 47

FIGURE 69: Gender 50

Potentially in response to ongoing re-development of the Downtown area, the proportion of

TRIP CHARACTERISTICS AND EXPENDITURES

GAMING BEHAVIOR AND BUDGETS

NOTABLE VISITOR DEMOGRAPHICS

More specifically, the Las Vegas Visitor Profile aims to:

• Provide a profile of Las Vegas visitors in terms of socio-demographic and behavioral

• Monitor trends in visitor behavior and visitor characteristics.

• Allow the identification of market segments and potential target markets.

• Determine visitor satisfaction levels.

When we note that a difference between subgroups on a particular measure is “significant” or

In 2016, repeat visitors FIGURE 3

The proportion of repeat visitors who said FIGURE 5

*“Association” option added to question in 2015.

Convention visitors FIGURE 9

Forty-six percent (46%) FIGURE 11

*This question is asked every other year and

*Only “yes” responses are reported in this chart.

*Only “yes” responses are reported in this chart.

Beginning in 2016, visitors

Among visitors who said

*Only “yes” responses are reported in this chart.

Beginning in 2016, visitors were FIGURE 23

*Only “yes” responses are reported in this chart.

*Only “yes” responses are reported in this chart.

Visitors who had not visited FIGURE 26

Visitors were asked what other nearby FIGURE 28

TRIP CHARACTERISTICS AND EXPENDITURES

We asked visitors whether they FIGURE 30

*Only “yes” responses are reported in this chart.

FIGURE 33 Thirty percent (30%)

*Includes respondents who stayed in a time share.

Visitors who stayed FIGURE 36

Package purchasers were FIGURE 42

*Trip expenditures are calculated by multiplying respondents’

FIGURE 47 Among visitors who ac tually

2012 2013 2014 2015 2016

FIGURE 48 Figure 48 shows average

FIGURE 49 Among spending visitors,

2012 2013 2014 2015 2016

GAMING BEHAVIOR AND BUDGETS

*Only “yes” responses are reported in this chart.

Among those who FIGURE 51

* Only “yes” responses are reported in this chart.

In 2016, 43% of visitors who

*Celebrity DJ category added in 2016.

Visitors who saw shows were

Visitors who did not attend

We asked all visitors if they

*Only “yes” responses are reported in this chart.

INTERVIEW DATE: / / : __

TIME STARTED (USE 24-HOUR CLOCK) INTERVIEWER ID #