2015 Las Vegas Visitor Profile PDF

LAS VEGAS
2015
VISITOR PROFILE STUDY
Prepared for:
Las Vegas Convention and Visitors Authority
By: GLS Research

116 New Montgomery St., Suite 812, San Francisco, CA 94105
Telephone: (415) 974-6620 | Facsimile: (415) 947-0260 | www.glsresearch.com
2015 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, 2015
President/CEO — Rossi T. Ralenkotter

Senior Vice President of Marketing — Cathy Tull
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
MR. TOM JENKIN — Treasurer
COUNCILMAN RICKI BARLOW • COMMISSIONER SUSAN BRAGER • MR. GREGORY LEE

MAYOR JOHN LEE • MS. KRISTIN MCMILLAN • COUNCILMAN GEORGE RAPSON
COUNCILMAN JOHN MARZ • MAYOR PRO TEM STEVEN D. ROSS
MAYOR PRO TEM CAM WALKER • MR. MAURICE WOODEN
3150 Paradise Road, Las Vegas, NV 89109-9096 • 702-892-0711 | LVCVA.com

LasVegas.com • VegasMeansBusiness.com • VisitLaughlin.com • VisitMesquite.com
1
TABLE OF CONTENTS
EXECUTIVE SUMMARY 6
INTRODUCTION 11
METHODOLOGY 12
SUMMARY OF FINDINGS
REASONS FOR VISITING 13
TRAVEL PLANNING 18
TRIP CHARACTERISTICS AND EXPENDITURES 28
GAMING BEHAVIOR AND BUDGETS 39
ENTERTAINMENT 43
ATTITUDINAL INFORMATION 47
VISITOR DEMOGRAPHICS 50
APPENDIX
Aggregate Results for Calendar Year 2015
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 Social Media Websites to Plan Trip 22
FIGURE 19: Whether Used the Internet to Plan Trip 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: Whether Used Social Media Apps or
Websites to Plan Activities During Their Stay in 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 and Sightseeing
(Including Visitors Who Spent Nothing) 38
FIGURE 49: Average Trip Expenditures on Shopping, Shows,
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 41
FIGURE 56: Likelihood of Visiting Las Vegas With More
Places to Gamble Outside Las Vegas 42
4
ENTERTAINMENT
FIGURE 57: Enter tainment Attendance 43

FIGURE 58: Types of Enter tainment 43
FIGURE 59: Average Number of Shows Attended 44
FIGURE 60: Main Reason for Not Attending Any Shows 44
FIGURE 61: Whether Has Been to Other Paid Attractions 45
FIGURE 62: Whether Has Been to Nightclubs, Bars and Lounges 45
FIGURE 63: Whether Played Golf 46
FIGURE 64: Whether Visited a Spa 46
ATTITUDINAL INFORMATION
FIGURE 65: Satisfaction with Visit 47

FIGURE 66: Why Not Completely Satisfied with Visit 48
FIGURE 67: Why Dissatisfied with Visit 48
FIGURE 68: Likelihood of Returning to Las Vegas
for a Vacation Trip in the Future 49
FIGURE 69: Likelihood of Recommending Las Vegas
as a Vacation Destination 49
VISITOR DEMOGRAPHICS
FIGURE 70: Visitor Demographics 50

Gender 50
Marital Status 50
Employment 50
Education 50
Age 50
FIGURE 71: Visitor Demographics 51
Ethnicity 51
Household Income 51
Visitor Origin 51
5
EXECUTIVE SUMMARY
Sixteen percent (16%) of 2015 visitors indicated they were first-time visitors to Las Vegas, down
from 19% last year. Forty-seven percent (47%) of all visitors said their primary reason for visiting
Las Vegas this trip was vacation or pleasure. Ten percent (10%) said they came primarily to
gamble, up from 7% in 2011 but down from 12% last year. Eleven percent (11%) were visiting
friends or relatives, down from 14% in 2012. Among repeat visitors, 42% came for vacation or
pleasure (up from 37% in 2013), 12% came to gamble (down from 14% last year) and 13% came
to visit friends and relatives (down from 15% in 2011). The majority of first-time visitors continue
to come primarily for vacation or pleasure (73%, up from 64% in 2013). Five percent (5%) of first-
time visitors said they were visiting friends and relatives, down from 2014. Among all visitors, the
average number of visits in the past year was 1.8, up from last year.
SUMMARY TABLE OF REASONS FOR VISITING AND VISITATION FREQUENCY
2011 2012 2013 2014 2015

Proportion of visitors who were first-time visitors 16% 16% 15% 19% 16%
Proportion of visitors whose primary purpose for 50% 47% 41% 47% 47%
current trip was vacation or pleasure
current trip was to gamble
current trip was to visit friends and relatives
Proportion of repeat visitors whose primary purpose 46% 43% 37% 42% 42%
for current trip was vacation or pleasure
for current trip was to gamble
for current trip was to visit friends and relatives
Proportion of first-time visitors whose primary 70% 66% 64% 68% 73%
purpose for current trip was vacation or pleasure
purpose for current trip was to gamble
purpose for current trip was to visit friends
and relatives
Average number of visits in past year 1.7 1.6 1.7 1.6 1.8
6
TRAVEL PLANNING
Fifty-seven percent (57%) of visitors in 2015 arrived via ground transportation and 43% arrived
by air. Forty-eight percent (48%) of visitors said they used their own vehicles while traveling
around Las Vegas. Twenty-eight percent (28%) reported taking a taxi (down from 32% last year),
while 35% volunteered that they walked while in Las Vegas (down from last year).
The proportion of visitors who reported using a travel agent to plan their current trip to
Las Vegas was 15% in 2015, up from 13% in 2011 and 2012. Visitors were asked if they used
the Internet to plan their current trip to Las Vegas and 63% said they had done so, up from 55%
in 2011. Of these visitors, 73% said they booked their accommodations online (up significantly
from 2011–2014), while 48% said they used the Internet to book their transportation (up from
44% last year). Fifty-eight percent (58%) said they found information online that influenced their
choice of accommodations, up from 2011–2014.
The proportion of visitors who said they visited Downtown Las Vegas was 32%, down from 36%
each in 2012 and 2014.
SUMMARY TABLE OF TRAVEL PLANNING CHARACTERISTICS
2011 2012 2013 2014 2015

Proportion of visitors who traveled to Las Vegas by 56% 57% 58% 58% 57%
ground transportation (automobile/bus/RV)
Proportion of visitors who traveled to Las Vegas by air 44% 43% 42% 42% 43%
Proportion of visitors who used their own vehicle 49% 47% 50% 47% 48%
when traveling around Las Vegas
Proportion of visitors who reported walking when 25% 48% 52% 55% 35%
traveling around Las Vegas
Proportion of visitors who used taxis when traveling 24% 29% 27% 32% 28%
around Las Vegas
Proportion of visitors who used the assistance of a 13% 13% 15% 16% 15%
travel agent in planning their trip to Las Vegas
Proportion who used the Internet to plan trip 55% 60% 64% 68% 63%
Proportion of visitors who used the Internet to book 69% 66% 59% 62% 73%
accommodations in Las Vegas
Proportion of visitors who used the Internet to book 54% 47% 41% 44% 48%
transportation to Las Vegas
Proportion of visitors who used the Internet and said 52% 54% 51% 54% 58%
it influenced their choice in accommodations
Proportion of visitors who visited Downtown 34% 36% 30% 36% 32%
Las Vegas on their current trip
7
The average party size in 2015 was 2.2 persons, down from 2011–2014. Eight percent (8%) of
visitors had persons under the age of 21 in their immediate party, down from 2011–2014.
Visitors in 2015 stayed an average of 3.4 nights in Las Vegas, but up from past years. Twenty-
seven percent (27%) of visitors staying in a hotel or motel paid a regular room rate, up from 18%
in 2011 but down from 32% each in 2012 and 2013 and 33% last year.
Over the course of their entire stay in Las Vegas, visitors spent an average of $292.00 for food
and drink and $73.45 for local transportation (up from past years). Visitors spent an average of
$122.66 for shopping (down from last year), but spending on both shows and sightseeing were
both up in 2015.
SUMMARY TABLE OF TRIP CHARACTERISTICS AND EXPENDITURES
2011 2012 2013 2014 2015

Average number of adults in immediate party 2.3 2.4 2.4 2.4 2.2
Proportion of visitors with persons under 21 10% 11% 10% 10% 8%
in their immediate party
Proportion of visitors who stayed overnight 99.8% 99.7% 99.8% 99.6% 100%
Days stayed (average) 4.7 4.3 4.3 4.2 4.4
Nights stayed (average) 3.7 3.3 3.3 3.2 3.4
Proportion of visitors who stayed in a hotel 95% 96% 96% 96% 96%
or motel room (among those who stayed
overnight)
Number of room occupants (average — hotel/ 2.1 2.1 2.2 2.1 2.0
motel only)
Lodging expenditures (average per night — $84.04 $93.13 $83.62 $86.55 $102.64
non-package and non-comp)
Proportion of visitors who paid a regular 18% 32% 32% 33% 27%
room rate
Proportion of visitors who bought a package 18% 14% 13% 18% 14%
or travel group trip
Average cost of package per person $757.83 $743.65 $868.24 $815.14 $857.43
(among package/tour group visitors)
Average trip expenditures for food and drink $274.69 $265.11 $278.95 $281.88 $292.00
Average trip expenditures for local $64.25 $57.77 $59.68 $68.83 $73.45
transportation
Average trip expenditures for shopping $129.34 $149.29 $140.90 $149.77 $122.66
Average trip expenditures for shows $47.52 $42.89 $38.45 $47.56 $61.95
Average trip expenditures for sightseeing $10.24 $9.63 $9.29 $14.49 $14.86
8
Seventy-three percent (73%) of 2015 visitors said they gambled while in Las Vegas, similar to
the past three years but down significantly from 77% in 2011. Gamblers spent an average of 2.9
hours per day gambling, up significantly from 2.6 hours each in 2012 and 2014. The average
gaming budget in 2015 was $578.54, up significantly from $447.63 in 2011 and $484.70 in 2012.
SUMMARY TABLE OF GAMING BEHAVIOR AND BUDGETS
2011 2012 2013 2014 2015

Proportion who gambled while visiting 77% 72% 71% 71% 73%
Las Vegas
Average number of hours per day spent 2.9 2.6 2.9 2.6 2.9
gambling (among those who gambled)
Average trip gambling budget $447.63 $484.70 $529.57 $530.11 $578.54
(among those who gambled)
ENTERTAINMENT
Sixty-one percent (61%) of visitors attended shows during their current stay, down from 65%
each in 2012 and 2014 and 72% in 2013. Among those who saw a show in Las Vegas, 72% went
to a lounge act, down from 2012–2014. Twenty-six percent (26%) of visitors who saw shows
saw a big-name headliner, up from 2011–2014. Twelve percent (12%) of these visitors attended
comedy shows, up from 8% in 2013. Twenty percent (20%) of all visitors said they had been to
other paid attractions in Las Vegas, up from 13% in 2012 and 15% in 2013.
SUMMARY TABLE OF ENTERTAINMENT ACTIVITIES
2011 2012 2013 2014 2015

Proportion who attended any shows during their 60% 65% 72% 65% 61%
current stay in Las Vegas
Proportion who attended lounge acts (among those 73% 78% 87% 77% 72%
who attended shows)
Proportion who attended big-name headliner 17% 14% 13% 17% 26%
performances (among those who attended shows)
Proportion who attended comedy shows (among 11% 11% 8% 10% 12%
those who attended shows)
Proportion who went to other paid attractions in 18% 13% 15% 19% 20%
Las Vegas
9
For the second year in a row respndents voiced 100% satisfation, with eighty-nine percent
(89%) of visitors saying they were “very satisfied” with their visit to Las Vegas, while (11%) were
“somewhat satisfied.”
SUMMARY TABLE OF ATTITUDINAL INFORMATION
2011 2012 2013 2014 2015

Proportion who were “very satisfied” with their 92% 94% 89% 96% 89%
current trip to Las Vegas
Proportion who were “somewhat satisfied” with their 7% 5% 10% 4% 11%
current trip to Las Vegas
Visitors in 2015 were likely to be married, employed and earning over $40,000 a year. The
proportion of visitors who were 40 years old or older was 65% (up from 57% last year) and the
average age was 47.7 (also up from last year). Over one-half (56%) were college graduates, up
significantly from 2011–2014. More than one-half (53%) of visitors were from the western United
States (consistent with past results), with the bulk of them still coming from California (29%,
down from last year). Sixteen percent (16%) of visitors were from foreign countries, also down
from 19% last year.
SUMMARY TABLE OF VISITOR DEMOGRAPHICS
2011 2012 2013 2014 2015

Proportion of visitors who were married 77% 75% 79% 80% 79%
Proportion of visitors with a household income of 87% 84% 88% 85% 85%
$40,000 or more
Proportion of visitors who were employed 66% 69% 67% 64% 67%
Proportion of visitors who were retired 25% 19% 20% 20% 24%
Proportion of visitors who were 40 years old or older 70% 58% 58% 57% 65%
Average age 49.0 44.8 45.8 45.2 47.7
Proportion of visitors with a college diploma 50% 52% 51% 48% 56%
Proportion of visitors from the West 55% 54% 52% 53% 53%
Proportion of visitors from California 31% 33% 33% 33% 29%
Proportion of visitors from a foreign country 16% 17% 20% 19% 16%
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. Three-hundred (300)
interviews were conducted each month for 12 months from January through December 2015.
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 assure
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-you’s.” Verification procedures were conducted throughout the project
to assure accurate and valid interviewing.
Beginning with the 2012 Visitor Profile, apparent shifts in certain results may partially be attributed
to subtle changes in the sampling methodology. Enhancing the current methodology allowed for
an updated mix of survey locations with new outdoor sites added to the current indoor locations at
area hotels and motels. Additionally, the age range of surveyors was broadened to help achieve as
representative a sample as possible.
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 2015 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 2015 study, as well as for the previous four calendar years (2011,
2012, 2013 and 2014). 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 are
not presented for all 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 2015. These questions will be rotated back into the
questionnaire in Calendar Year 2016 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
Sixteen percent (16%) of 2015 visitors indicated they were first-time visitors to Las Vegas, down
from 19% in 2014. Eighty-four percent (84%) were repeat visitors, up from 81% last year.
100 FIGURE 1
First Visit vs. Repeat Visit
84 84 85 84
81
80
60
First Visit
40 Repeat Visit
19
20 16 16 15 16
0
2011 2012 2013 2014 2015
13
80 FIGURE 2
Among all visitors, the
Frequency Of Visits In Past Year
(Among All Visitors) average number of visits
70
to Las Vegas in the past
12 months was 1.8, up
60
from past years. Sixty-two
percent (62%) of visitors
50
reported visiting just once
in the past year (down
40
significantly from 68% in
2011, 73% in 2012, 69% in
30
2013 and 71% last year),
while 28% visited two to
20
three times (up from past
readings), 7% visited four
10
to five times (up from 4% in
2012) and 3% visited more
0
ONE TWO TO THREE FOUR TO FIVE MORE THAN FIVE than five times.
Among repeat visitors, the FIGURE 3

average number of visits to Frequency Of Visits In Past Year
(Among Repeat Visitors)
Las Vegas during the
80
past year was 1.9, up
significantly from 1.7
70
in 2012 and 1.8 each in
2013 and 2014. Fif ty-four
60
percent (54%) of repeat
visitors repor ted visiting 50
just once in the past year
(down significantly from 40
61% in 2011, 68% in 2012
and 64% each in 2013 and 30
2014), while 34% visited
two to three times (up from 20
27% in 2011, 24% in 2012
and 25% in 2013 and 2014), 10
8% visited four to five
times (up from 5% in 2012) 0
and 4% visited more than ONE TWO TO THREE FOUR TO FIVE MORE THAN FIVE
five times.
14
FIGURE 4
When asked about the primary
Primary Purpose Of Current Visit
purpose of their current visit to
Las Vegas, 47% of all visitors
mentioned vacation or pleasure,
down significantly from 50% in 2011.
Ten percent (10%) said they were in
Las Vegas primarily to gamble, down
from 12% last year. Nine percent
(9%) were in Las Vegas to attend a
convention, trade show, or corporate
meeting (up from 7% in 2103), while
7% were in town on other business
(up from 6% each in 2011 and 2014).
Eleven percent (11%) were visiting
friends or relatives, and six percent
(6%) said they were in town for a
special event (down from 2014).
Three percent (3%) said they came
for a wedding (down from 4% each
in 2012 and 2013). Six percent (6%)
said they were just passing through
Las Vegas (up from past findings).
The proportion of repeat visitors who FIGURE 5

said the primary purpose of their
(Among Repeat Visitors)
current visit to Las Vegas was vacation
or pleasure was 42%, down significantly
from 46% in 2011 but up from 37% in
2013. Twelve percent (12%) said they
were in Las Vegas primarily to gamble,
up from 8% in 2011 and 9% in 2012,
but down from 17% in 2013 and 14%
last year. Nine percent (9%) were in
Las Vegas to attend a convention, trade
show, or corporate meeting (up from
7% in 2013), while 8% were in town on
other business. Thirteen percent (13%)
were visiting friends or relatives, down
from 15% in 2011. Six percent (6%) said
they were in town for a special event
(down from 8% in 2012, 9% in 2013
and 7% last year), while 3% came for a
wedding (down from 4% each in 2012
and 2013). Seven percent (7%) said
they were just passing through
15
Las Vegas (up from past findings).
FIGURE 6
The primary purpose for the
(First-Time Versus Repeat Visitors — 2015) current visit among both first-time
and repeat visitors is presented
in Figure 6. First-time visitors
were significantly more likely than
repeat visitors to say they were
visiting Las Vegas primarily for
vacation or pleasure (73% vs. 42%).
Repeat visitors were significantly
more likely than first-time visitors
to say that their current trip to
Las Vegas was to visit friends or
relatives (13% vs. 5%), to gamble
(12% vs. 1%), to attend a special
event (6% vs. 4%), or for business
purposes other than a convention
or corporate meeting (8% vs. 3%).
Repeat visitors were also more
likely than first-time visitors to say
they were just passing through
Las Vegas (7% vs. 3%).
Visitors were asked if they had FIGURE 7

Conventions/Trade Shows/
attended a convention, trade Association/Corporate Meetings*
show, association, or corporate 10
meeting while in Las Vegas. 10
9 9 9
Nine percent (9%) said they
had, up significantly from 7%
in 2013. 8
7
0
2011 2012 2013 2014 2015
*“Association” option added to question in 2015.
16
FIGURE 8
Convention visitors
Interest In Attending Conventions
and Meetings in Las Vegas were asked if holding a
(Among Visitors Who Attended a Convention or Meeting) convention in Las Vegas
80
made them more or less
interested in attending the
70
convention — or if it made
60
no difference. In 2015, 52%
said having the convention
50 in Las Vegas made
them more interested in
40 attending (up significantly
from 41% in 2011
30 but down from 61% in
2013), while 46% said it
20 made no difference (down
from 58% in 2011 but up
10 from 37% in 2013). Two
percent (2%) said it made
0
them less interested.
Convention visitors FIGURE 9

Whether Brought Someone Else Who Did Not Attend
were asked if Conventions and Meetings In Las Vegas*
50
they had brought (Among Visitors Who Attended a Convention or Meeting)
a spouse, family 44
member, or 41
friend who was 40

37
36
not attending or 35
working at the
convention, trade 30
show, association,
or corporate
meeting with
20
them. Thirty-five
percent (35%) of
convention visitors
in 2015 said 10
they had, down
significantly from
44% in 2013.
0
2011 2012 2013 2014 2015
(N=351) (N=326) (N=250) (N=329) (N=320)
*Only “yes” responses are reported in this chart.

17
TRAVEL PLANNING
FIGURE 10 Travel planning varied broadly
Advance Travel Planning
— from same-day planning to
planning more than 90 days in
35
33 advance. Fifty-one percent (51%)
of visitors in 2015 planned
30 29 29 2011
27 2012
their trip to Las Vegas more
26
25 2013 than one month in advance,
25 24 2014
23 up significantly from 46% in
2015
20 2012 but down from 54% last
20 19
17 year. Forty-four percent (44%)
16 16
15 15 planned their trip from one
15 14 14
13 13
week to one month in advance,
11
9
down from 48% in 2012. Six
10
percent (6%) planned their trip
less than a week in advance, up
5 4
3 3
2 2 2 from 5% in 2013.
1 1 1
0 0
0
SAME DAY 1 TO 4 TO 7 TO 15 TO 31 TO 61 TO MORE THAN
3 DAYS 6 DAYS 14 DAYS 30 DAYS 60 DAYS 90 DAYS 90 DAYS
Forty-three percent FIGURE 11

Transportation To Las Vegas
(43%) of visitors to
60 58 58
Las Vegas in 2015 56 57 57
arrived by air, while
57% arrived by ground
50
transportation, results
44
similar to past years. 43
42 42
43
40
2011
2012
2013
30
2014
2015
20
10
0
AIR AUTO/BUS/RV
18
FIGURE 12
Forty-eight percent (48%)
Local Transportation*
of visitors said that they
used their own vehicle
when traveling around
Las Vegas, similar to past
years. Thirty-five percent
(35%) volunteered that
they walked while in
Las Vegas, up from 25%
in 2011 but down from
48% in 2012, 52% in 2013
and 55% last year. Twenty-
eight percent (28%)
reported taking a taxi,
up from 24% in 2011 but
down from 32% last year.
Fifteen percent (15%)
each reported using a
rental car (up significantly
from past years) or a hotel
shuttle (down from 18% in
*Multiple responses to this question were permitted. 2011 but up from 12% in
2013 and 11% last year). Twelve percent (12%) reported taking a bus (down from 16% in 2011,
15% in 2012 and 14% last year), while 10% reported using the Monorail, up from 6% each in
2011 and 2013 and 7% in 2012.
FIGURE 13
Most visitors decided where When Decided Where To Stay*
to stay before leaving home (Among Those Who Stayed Overnight – Asked Every Other Year)
(98%, up from 97% in 2012).
*This question is asked every other year and was not asked in 2011, 2013 or 2015.
19
Just over one-half (52%) of visitors decided where to gamble after arriving in Las Vegas, down
significantly from 60% in 2012. Forty-eight percent (48%) of visitors decided where to gamble
before leaving home, up from 40% in 2012.
FIGURE 14
When Decided Where To Gamble*
(Among Those Who Gambled – Asked Every Other Year)
80
2012 (BASE=2589)
2014 (BASE=(2551)
60 60
52
48
40
40
20
0
BEFORE ARRIVAL AFTER ARRIVAL
Six in ten (61%) visitors in 2014 decided which shows to see after arrival, down from 67% in
2012, while 39% 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)
80
67
2012 (BASE=2349) 61
60
2014 (BASE=2349)
40 39
33
20
0
BEFORE ARRIVAL AFTER ARRIVAL
20
Fifteen percent (15%) of visitors reported using a travel agent to plan their trip to Las Vegas, up
from 13% each in 2011 and 2012.
20
FIGURE 16
Travel Agent Assistance*
16
15 15
15
13 13
10
0
2011 2012 2013 2014 2015
Among those visitors who used a travel agent to plan their trip to Las Vegas, 86% said the travel
agent booked their accommodations (similar to past years), while 90% said the travel agent
booked their transportation (down significantly from 96% in 2011).
Eighty-three percent (83%) of these visitors said their travel agent influenced their choice
of accommodations in Las Vegas (up from 72% in 2012 and 77% in 2013), while 5% said the travel
agent influenced their choice of destination (up from 3% in 2011 but down from 9% last year).
*Only “yes” responses are reported in this chart. 21

FIGURE 18
Visitors were asked
Whether Used Social Media Websites To Plan Trip*
if they had used
32 any social media
30
websites, such as
28 Facebook, Twitter
or others, to help
25
24
in planning their
trip to Las Vegas.
In 2015, 25%
19 of visitors said
they had, up
16 significantly from
7% in 2011 and
19% in 2012, but
down from 30% in
2013 and 28%
8 7
last year.
0
2011 2012 2013 2014 2015
* Only “yes” responses are reported in this chart.
FIGURE 19
Visitors
Whether Used The Internet To Plan Trip*
were asked
72
if they used 68
64
the Internet 63
60
to plan
their trip 55
and 63%
said yes, up 48
significantly
from 55%
in 2011 and
60% in 2012
but down
24
from 68%
last year.
0
2011 2012 2013 2014 2015
22
Among visitors who used the

Internet to plan their trip to
Las Vegas, 48% said they
80
booked their transportation
73
69 online, down significantly
66
62
from 54% in 2011 but up from
60 58 59 41% in 2013 and 44% last
54 54 54
52 51 year. Seventy-three percent
48
47 (73%) said they booked their
44
41 accommodations online, up
40
significantly from 2011 – 2014
2011 (BASE=1977)
2012 (BASE=2146)
results. Fifty-eight percent
2013 (BASE=2298) (58%) said the Internet
20 2014 (BASE=2438)
influenced their choice of
2015 (BASE=2260)
accommodations,
also up significantly
0
from past findings.
INFLUENCED BOOKED BOOKED
ACCOMMODATIONS TRANSPORTATION ACCOMMODATIONS
Among those who booked FIGURE 21

Website Used To Book Transportation
their transportation to (Among Those Who Booked Their Transportation To Las Vegas Online)
Las Vegas online, two-
thirds (67%) said they used
an airline website, down
2013. Twelve percent (12%)
said they used Expedia,
similar to past years. Five
percent (5%) each used
Priceline (down from 3%
each in 2011 and 2014 and
4% in 2013) or Travelocity
(down from 7% in 2012),
while 3% used Orbitz, 2%
used Kayak (down from
3% last year) and 1% used
Hotwire (down from 2% in
2012 and 3% each in 2013
and 2014).
23
FIGURE 22
Among those who booked
Website Used To Book Accommodations
(Among Those Who Booked Their their accommodations
Accommodations In Las Vegas Online) online for their current trip
to Las Vegas, 29% said they
used a hotel website, down
significantly from 38% in 2013
and 41% last year. Fifteen
percent (15%) each used
Expedia (up from 12% in 2013
and 13% last year) or Hotels.
com. Nine percent (9%) used
Priceline (up significantly from
2011 – 2014), while 6% used
Booking.com, 4% each used
LasVegas.com (down from 8%
in 2012), Travelocity (down
from 6% each in 2011 and
2012) or an airline website
3% used Kayak.com and 2%
used Hotwire (down from
4% each in 2012 and 2013).
The remaining visitors used a
variety of other websites.
Beginning in 2014, visitors FIGURE 23

Whether Used Social Media Apps Or Websites To
were asked if they used any Plan Activities During Their Stay in Las Vegas*
social media websites, such
as Facebook, Twitter or others
during their visit to plan their
activities in Las Vegas. In 2015,
25% of visitors said they had,
down significantly from 28%
last year.

24
Thirty-two percent (32%) of visitors said they had visited Downtown Las Vegas on their current
trip, down from 2014 but remains up from 2013.
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 six in ten (59%)
said it was to see the Fremont Street
Experience, down significantly from
64% in 2011. Sixteen percent (16%)
said they were lodging Downtown,
11% said they visited Downtown
primarily to sightsee (up from 7% in
2011 and 6% in 2013), 6% said they
went Downtown primarily to gamble
(down from 9% in 2011 and 8% in
2013), 4% said they went Downtown
to shop (up from 1% each in 2011
and 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 or 2014.
Visitors who had not visited FIGURE 26

Main Reason For Not Visiting Downtown Las Vegas*
Downtown Las Vegas on (Among Those Who Did Not Visit Downtown
their current trip were asked — Asked Every Other Year)
the primary reason why
they had not done so. More
than one-half (55%) said it
was because they were not
interested in Downtown.
Twenty-three percent (23%)
said it was because they
did not have enough time,
while 12% said they were
unfamiliar with Downtown.
Four percent (4%) said
they did not go Downtown
because it was inconvenient,
and 2% said they prefer the
Strip area.
26 *This question is asked every other year and was not asked
in 2011, 2013 or 2015.
FIGURE 27
Visitors were asked if they visited any
Visits To Nearby Places
(Asked Every Other Year) nearby places before or after their trip
to Las Vegas and 16% said they had.
*Only “yes” responses are reported in this chart. This question is asked every other year and was not asked in 2011, 2013 or 2015.
Visitors were asked what FIGURE 28

Other Nearby Places Visited
other nearby destinations (Among Those Who Planned to Visit Other Places –
they had visited, or planned Asked Every Other Year)
to visit. In 2014, visitors were
most likely to say the Grand
Canyon (67%), Hoover Dam
(51%), and Zion National
Park (20%, up from 10%
in 2012). Fifteen percent
(15%) said Bryce Canyon
(up from 10% in 2012), while
13% said Death Valley (up
from 7% in 2012), and 10%
mentioned Valley of Fire
(up from 6% in 2012). Eight
percent (8%) visited Lake
Mead (down from 21% in
2012), 5% visited Red Rock,
3% Laughlin (down from
7% in 2012), and 2% Mt.
Charleston (down from 7%
in 2012).
*Multiple responses were permitted. This question is asked every
other year and was not asked in 2011, 2013 or 2015.
27

FIGURE 29 Seventy-one
Adults In Immediate Party
percent (71%) of
visitors traveled
in parties of two,
up significantly
from 66% in 2012
and 67% each in
2013 and 2014.
Six percent (6%)
said they were
in a party of
three, while 8%
were in a party
of four (down
from 2011–2014
readings) and 3%
were in a party
of five or more
(down from 6% in
2012 and 5% each in 2013 and 2014). Thirteen percent (13%) of visitors traveled alone, up from
11% each in 2011 and 2012 and 9% each in 2013 and 2014. The average party size in 2015 was
2.2 persons, down significantly from 2.3 in 2011 and 2.4 each in 2012–2014.
FIGURE 30
We asked visitors whether they Whether Had Persons In Immediate Party Under Age 21*
had any people under the age (Among All Visitors)
of 21 traveling with them in 12
their immediate party. Eight 11
percent (8%) said they did, 10 10 10

down significantly from 10%
each in 2011, 2013 and 2014
8
and 11% in 2012. 8
0
2011 2012 2013 2014 2015

28
In 2015, visitors stayed an average of 3.4 nights and 4.4 days in Las Vegas — down significantly
from 3.7 nights and 4.7 days in 2011, but 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

Weekend Versus Weekday Arrival *
(30%) of visitors
arrived in Las Vegas
on a weekend
(down significantly
from 32% in 2012),
while 70% arrived
on a weekday (up
from 68% in 2012).
*Weekday is defined as Sunday through Thursday. Weekend is defined as Friday and Saturday.
Among visitors who stayed in Las Vegas overnight, 92% stayed in a hotel (up significantly from
90% in 2011 but down from 93% in 2013 and 94% last year), while 4% stayed in a motel (down
from 5% in 2011 but up from 3% in 2013 and 2014). Less than 1% stayed in an RV park (down from
2011–2014 figures), while 4% stayed with friends or relatives (up from 2% each in 2011–2014).
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, 5%
stayed Downtown
and 2% stayed on the
Boulder Strip (down
significantly from
2011–2014 figures).
Fourteen percent
(14%) stayed in
outlying parts of
Las Vegas and 4%
stayed in other areas
(up from 2% each in
*The Strip Corridor includes properties located directly on Las Vegas Boulevard South, as well 2011–2014)
as properties near the Strip, between Valley View Blvd and Paradise Road.
FIGURE 36
How Booked Accommodations In Las Vegas
Visitors who stayed (Among Those Who Stayed In A Hotel/Motel/RV Park)
at a hotel, motel or
RV park were asked
how they booked their
accommodations in
Las Vegas. In 2015,
nearly one-half (49%)
overall said they used
a website. Thirty-five
percent (35%) said
they used a third-
party website while
14% said they used
a hotel website. Just
over one-quarter
(26%) said they called
the hotel, motel or RV
park directly.
31
FIGURE 37
We asked those staying
Advance Booking Of Accommodations
(Among Those Who Stayed In A Hotel/Motel/RV Park) in a hotel, motel or RV
park how far in advance
they had booked their
accommodations. Sixty-
one percent (61%) of these
visitors booked one week
to one month in advance,
down significantly from
70% in 2011, 66% in
2012 and 65% last year.
Twenty-eight percent
(28%) booked more than
a month in advance, up
2011, 24% in 2012 and
25% last year. Eleven
percent (11%) reported
making their reservations
less than one week before
arrival, up from 9% each in
2011 and 2013.
FIGURE 38
Visitors staying in a hotel
Type of Room Rates
or motel were shown a card (Among Those In A Hotel Or Motel)
describing various room rates
and were asked which type of
room rate they had received.
Twenty-seven percent (27%)
of these visitors said they
paid a regular room rate, up
2011 (BASE=3366)
2012 (BASE=3398)
but down from 32% each in 2012 2013 (BASE=3418)
2014 (BASE=3404)
and 2013 and 33% last year.
2015 (BASE=3356)
Thirteen percent (13%) of visitors
paid a package rate (up from
10% in 2013), while 1% received
a tour group rate (down from 3%
in 2013 and 4% last year). Six
percent (6%) paid a convention
rate (up from 3% in 2013). The
remaining 32% paid some other
*For an exact description of the room rates as presented to
kind of special rate, up 21% respondents, see “Card A” at the end of the aggregate results in the
appendix to this report.
last year.
32
Figure 39
shows the room FIGURE 39
Room Rate By Booking Method
rate category
by the booking
method used
among those
staying in a
hotel or motel in
2015. Of those
who called the
hotel directly,
more than six
in ten (61%)
received a
casino or casino
complimentary
rate, while
21% received
a regular rate.
Of those who
booked their
room on the
Internet through
a third-party
site, nearly one-half (47%) received a special room rate, and one-quarter (25%) received a regular
rate. Among those who booked directly on a hotel website, 46% received a special rate, 30%
received a regular room rate and 17% received a casino or casino complimentary rate. One-half
(50%) of those who booked through a travel agent received a package rate, while one-third (33%)
received a regular rate. Among those who booked in person, 80% received a special rate and 20%
received a regular rate. Among those who booked through a third party by phone, 33% received a
special rate, and 29% received a convention rate.
FIGURE 40 Fifteen percent (15%) of visitors purchased

Package Purchasers
(Among Those Staying In A Hotel Or Motel) a package deal or were part of a tour group,
down significantly from 18% in 2014.
33
FIGURE 41
We asked those who
Cost Of Package Per Person
(Among Those Who Bought A Package) had 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 2015 was $857.43,
up significantly from
$757.83 in 2011 and
$743.65 in 2012.
Package purchasers were FIGURE 42

Where First Heard About The Package
asked where they first (Among Those Who Bought A Package)
heard about the package
they bought, and nearly
one-half (46%) said it
was from a travel agent,
59% in 2013. Thirty-one
percent (31%) mentioned
a website (up from 24%
in 2012, 23% in 2013 and
20% last year), while 17%
said an Internet ad and
5% said through word of
mouth (down from 9%
last year).
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. The average
daily room rate for
non-package visitors
in 2015 was $102.64,
$84.04 in 2011, $93.13
in 2012, $83.62 in
2013 and $86.55 last
year. More than one-
half (53%) of these
non-package visitors
paid between $50 and
$99 per night for their
room, up significantly
from 46% in 2012.
Twenty-three percent (23%) paid between $100 and $149 per night, up from 17% in 2011 but
down from 26% in 2012.
FIGURE 44
Non-package hotel or motel How First Found Out About Room Rate
lodgers were asked how they (Among Those Staying In A Hotel Or Motel/Non-Package)
first found out about the room
rate they paid. Thirty-six percent
(36%) mentioned a website, up
but down from 44% in 2013
and 42% last year. Seventeen
percent (17%) each said it was
through word of mouth (up from
9% in 2011 and 10% in 2012)
or through a reservation agent
or call center (down from 33%
in 2011, 26% in 2012 and 20%
last year). Eleven percent (11%)
mentioned an Internet ad (down
from 14% in 2011), while 9%
mentioned a travel agent (up
from 2011–2014 figures) and 5%
mentioned direct mail (also up
from 2011–2014 figures).
35
As in past years, the majority of visitors who stayed in a hotel or motel (74%, up from 71% each
in 2012 and 2013) said two people stayed in their room. Fifteen percent (15%) said they were
lodging alone (up from 2011–2014 figures), 7% said three people stayed in their room (down
from 8% in 2013 and 2014), while 4% said four or more people stayed in their room (down from
8% each in 2011 and 2014 and 9% each in 2012 and 2013). The mean (average) number of room
occupants was 2.0, down from 2.1 in 2011, 2012 and 2014 and 2.2 in 2013.
FIGURE 45
Number Of Room Occupants
(Among Those Staying In A Hotel Or Motel)
36
FIGURE 46
Figure 46 shows the average
Average Trip Expenditures On Food & Drink —
And On Local Transportation trip expenditures on food
(Including Visitors Who Spent Nothing In That Category) and drink and on local
transpor tation including
visitors who said they spent
nothing in that categor y. The
average expenditure on food
and drink in 2015 was $292.00,
up significantly from $274.69
in 2011, $265.11 in 2012 and
$278.95 in 2013. The average
transpor tation expenditure
for 2015 was $73.45, up
significantly from $64.25
in 2011, $57.77 in 2012 and
*Trip expenditures are calculated by multiplying respondents’
estimated daily expenditures by the number of days they had spent $59.68 in 2013.
in Las Vegas on their most recent trip.
FIGURE 47 The average transpor tation

Average Trip Expenditures On Food & Drink —
And On Local Transportation expenditure for 2015 was
(Among Those Who Spent Money In That Category) $73.45, up significantly from
$64.25 in 2011, $57.77 in 2012
and $59.68 in 2013.
Among visitors who ac tually

spent money in these
categories, the average trip
expenditure on food and
drink in 2015 was $292.42,
up significantly from $275.27
in 2011, $266.13 in 2012 and
$281.06 in 2013. The average
trip expenditure on local
transpor tation for 2015 was $118.26, up significantly from $103.02 in 2011, $94.22 in 2012 and
$107.26 in 2013.
Percentages of respondents who spent money in each category are shown in the following table:
2011 2012 2013 2014 2015

Food and Drink
Base size (3592) (3588) (3573) (3538) (3596)
Proportion of total 99.8% 99.6% 99.2% 98.3% 99.9%
Local Transportation
Base size (2246) (2209) (2004) (2164) (2241)
Proportion of total 62% 61% 56% 60% 62%
37
FIGURE 48
Figure 48 shows
Average Trip Expenditures On Shopping, Shows, And Sightseeing
(Including Visitors Who Spent Nothing In That Category) average expenditures
on shopping, 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 $122.66,
$149.29 in 2012, $140.90
in 2013 and $149.77
last year. The average
expenditure on shows
was $61.95, up from 2011–2014 results. The average expenditure on sightseeing was $14.86, up
from 2011–2014 results.
FIGURE 49 Among spending visitors,

Average Trip Expenditures On Shopping, Shows, And Sightseeing
(Among Those Who Spent Money In That Category ) the average trip shopping
expenditure was $214.86,
$259.00 in 2012 and
$246.12 last year. The
average trip total spent on
shows was $138.02, up from
$119.77 in 2011, $123.43 in
2012 and $121.19 in 2013.
The sightseeing total was
$180.97, up significantly
from $120.85 in 2012,
$126.17 in 2013 and
$125.63 last year.
Percentages of respondents who spent money in each category are shown in the following table:
2011 2012 2013 2014 2015
Shopping
Base size
(2201) (2077) (2138) (2192) (2057)
Proportion of total
61% 58% 59% 61% 57%
Shows
Base size
(1429) (1255) (1143) (1240) (1617)
Proportion of total
40% 35% 32% 35% 45%
Sightseeing
Base size
(186) (287) (266) (417) (296)
Proportion of total
5% 8% 7% 12% 8%
38

FIGURE 50 Seventy-three percent (73%) of
Whether Gambled While In Las Vegas
all visitors said they gambled
while in Las Vegas, down
significantly from 77% in 2011.
Among those who FIGURE 51

Hours Of Gambling — Average Per Day
gambled while in (Among Those Who Gambled)
Las Vegas, 50%
gambled for two
hours or less, down
significantly from 60%
last year. Twenty-six
percent (26%) gambled
for three to four hours,
up from 22% last year.
Twelve percent (12%)
gambled seven or more
hours, up significantly
from 7% in 2014. The
average amount of
time spent gambling
per day was 2.9 hours,
2.6 hours in 2012
and 2014.
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 2014 was 5.7, and the
number of casinos at which visitors gambled was 2.1 (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 2011, 2013 or 2015.
40
FIGURE 54
Among those who gambled in 2015,
Trip Gambling Budget
(Among Those Who Gambled) the average gambling budget was
$578.54, up significantly from $447.63
in 2011 and $484.70 in 2012.
FIGURE 55
Most visitors (88%) gambled Where Visitors Gambled
(Among Those Who Gambled – Asked Every Other Year)*
on the Strip Corridor. Thirty
percent (30%) said they
gambled Downtown (up
significantly from 27% in 2013),
3% gambled in the Boulder
Strip area (down from 8% in
2011 and 6% in 2013), 1% in
North Las Vegas and less than
1% in outlying areas.
*This question is asked every other year and

was not asked in 2012 or 2014.
Multiple responses to this question were

permitted.
The Strip Corridor includes properties

located directly on Las Vegas Boulevard
South and between Valley View Road and
Paradise Road.
41
FIGURE 56
All visitors to
Likelihood Of Visiting Las Vegas With
More Places To Gamble Outside Las Vegas Las Vegas were asked
the following:
“Now that there are

more places to gamble
outside of Las Vegas, do
you feel you are more
likely or less likely to
visit Las Vegas, or does
it not make a difference
in your decision to visit
Las Vegas?”
Twenty percent (20%)

said they were either
somewhat or much more
likely to visit Las Vegas,
down significantly
from 27% in 2011, 25%
each in 2012 and 2014, and 24% in 2013. Eighty percent (80%) said that having other places to
gamble made no difference in their decision to visit Las Vegas, up significantly from 2011–2014
results. Less than 1% said they were less likely to visit Las Vegas.
42
ENTERTAINMENT
Sixty-one percent (61%) of FIGURE 57
Entertainment Attendance*
visitors attended shows during
80
their stay, down significantly from
72
65% in 2012, 72% in 2013 and
65 65
65% last year.
60 61
60
40
20
0
2011 2012 2013 2014 2015
* Only “yes” responses are reported in this chart.
FIGURE 58
Types Of Entertainment*
(Among Those Who Attended Some Form Of Entertainment) In 2015, 72% of visitors
who saw a show in Las
Vegas went to a lounge
act, down from 78% in
2012, 87% in 2013 and
77% last year. Forty-
one percent (41%)
went to a production or
Broadway-type show, up
from 32% in 2012, 25%
in 2013 and 34% last
year. Twenty-six percent
(26%) saw a headliner,
up significantly from 17%
each in 2011 and 2014,
14% in 2012 and 13%
in 2013. Twelve percent
(12%) saw a comedy
show (up from 8% in
*Multiple responses were permitted. 2013), 7% saw a magic
show (up from 5% each in 2012 and 2014 and 4% in 2013) and 5% saw an impersonator/tribute
show (up from 2012 – 2014 figures).
43
FIGURE 59
Visitors who saw
Average Number Of Shows Attended*
(Among Those Who Attended Some Form Of Entertainment) shows were asked how
many shows of each
type they saw. The
average number of
shows attended was
highest for visitors
who saw lounge acts
(1.4, down significantly
from 1.7 each in 2011
and 2014, 1.9 in 2012
and 2.2 in 2013).
Visitors saw an average
of 1.3 headliners,
1.2 production and
Broadway-type shows,
1.1 comedy revues,
1.0 impersonators/
tribute shows, and 1.0
magic shows.
Visitors who did not FIGURE 60

Main Reason For Not Attending Any Shows*
attend any shows while (Among Those Who Attended No Shows – Asked Every Other Year)
in Las Vegas were
asked why. Sixty-one
percent (61%, up from
54% in 2012) said it
was because they were
too busy. One-quarter
(25%) said they were
not interested in shows
(down from 29% in
2012), while 7% said the
shows are too expensive
2% said they came
to Las Vegas only to
gamble, and 1% each
said they had already
seen all the shows
they were visiting with
children (down from 2%
in 2012), or that shows
* These questions are asked every other year and were not asked in 2011,
were sold out or closed. 2013 or 2015.
44
FIGURE 61
We asked all visitors if they had
Whether Has Been To Other Paid Attractions*
been to other Las Vegas attractions
for which they had to pay, such
as the theme parks, water parks
or roller coasters. Twenty percent
(20%) said yes, up significantly from
13% in 2012 and 15% in 2013.
We asked visitors if FIGURE 62

Whether Has Been To Nightclubs, Bars and Lounges*
they visited nightclubs,
bars or lounges while
in Las Vegas. Forty-four
percent (44%) of visitors
said they had been to
a no-cover hotel bar or
lounge, up significantly
from 2011 – 2013
results. Five percent
(5%) had been to a hotel
nightclub that charged
a cover fee, down from
9% in 2012 and 8% each
in 2013 and 2014. Two
percent (2%) had been
to a no-cover free-
standing bar or lounge
(up from 1% each in 2011
and 2013), while 1% had been *Only “yes” responses are reported in this chart.
**Pool party options added in 2012.
to a free-standing nightclub
that charged a cover fee (down
from 2% each in 2012 and 2014). Beginning in 2012, visitors were also asked if they had visited a
pool party or day club and 1% said they had in 2015, down from 2% each in 2012 and 2014.
45
FIGURE 63
The proportion who said they had played golf during
Whether Played Golf*
their 2015 visit to Las Vegas was 2%.
* This question is asked every other year and was not asked in 2012 or 2014.
Only “yes” responses are reported in this chart.
Visitors were asked if they had visited a spa during this FIGURE 64
Whether Visited A Spa*
trip to Las Vegas. In 2014, 7% said they had, up from
3% in 2012.
*This question is asked every other year and

was not asked in 2011, 2013 or 2015. Only “yes”
responses are reported in this chart.
46
For the 2nd year in a row respondents voiced 100% satisfaction, with eighty-nine percent
(89%) of visitors saying they were “very” satisfied with their visit to Las Vegas while 11% were
“somewhat” satisfied.
FIGURE 65
Satisfaction With Visit
47
Visitors who were not completely

satisfied with their visit were asked to
volunteer why. Twenty-eight percent
(28%) said their trip was too short,
while 16% had complaints about their
hotel. Among other reasons given
were that they think Las Vegas is too
expensive (13%), that they didn’t win
enough gambling (10%), that it was a
business trip and not a pleasure trip
(7%), or that they simply don’t like
Las Vegas (4%). Three percent (3%)
each said Las Vegas was too hot, too
crowded or had smoking complaints.
Very few visitors 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. Among the
ten visitors who gave
this response in 2014,
The most frequently
mentioned reasons
for being dissatisfied
were that they
think Las Vegas is
too expensive
(3 respondents),
that Las Vegas is too
intense or that their
trip was too short
*This question is asked every other year and was not asked in
(2 respondents each). 2011, 2013 or 2015.
48
Visitors were asked how likely they are to return to Las Vegas in the future for a vacation or
pleasure trip. In 2015, 72% said they were “extremely” or “very” likely to return to Las Vegas
(down from 76% in 2012), while 19% said they were “somewhat” likely to return (up from 15%
in 2012). Visitors were also asked how likely they are to recommend Las Vegas to others as a
vacation destination. Ninety-one percent (91%) said they were “extremely” or “very likely” to
recommend Las Vegas (up slightly from 2014).
FIGURE 68
Likelihood of Returning to Las Vegas
For A Vacation Trip in The Future*
FIGURE 69
Likelihood of Recommending
Las Vegas As A Vacation Destination*
*These question were added in 2012.
49
As Figures 70 and 71 show, visitors in 2015 were likely to be married (79%, up from 75% in
2012), earning $40,000 or more (85%, down from 88% in 2013), and employed (67%, up from
64% last year). Nearly one-quarter (24%) were retired (up from 19% in 2012 and 20% each
in 2013 and 2014). Two-thirds (66%) were 40 years old or older (down from 70% in 2011 but
up from 58% each in 2012 and 2013 and 57% last year) and the average age was 47.7 (down
significantly from 49.0 in 2011 but up from 44.8 in 2012, 45.8 in 2013 and 45.2 last year).
FIGURE 70
2011 2012 2013 2014 2015

GENDER
Male 51% 51% 50% 49% 51%
Female 49 49 50 51 49
MARITAL STATUS
Married 77 75 79 80 79
Single 15 18 15 14 14
Separated/Divorced 5 5 4 4 6
Widowed 3 2 2 2 2
EMPLOYMENT
Employed 66 69 67 64 67
Unemployed 1 2 5 3 1
Student 3 5 2 3 3
Retired 25 19 20 20 24
Homemaker 4 5 6 11 5
EDUCATION
High school or less 20 15 13 11 14
Some college 25 28 31 37 25
College graduate 50 52 51 48 56
Trade/vocational school 5 5 5 4 5
AGE
21 to 29 12 19 15 17 12
30 to 39 18 24 27 27 22
40 to 49 22 21 19 20 23
50 to 59 19 16 15 14 15
60 to 64 9 6 9 8 9
65 or older 20 15 15 15 19
MEAN 49.0 44.8 45.8 45.2 47.7
BASE (3600) (3602) (3600) (3599) (3601)
50
More than one-half (53%) of visitors were from the western United States, with the bulk of them
coming from California (29%, down from 33% in 2012–2014). Sixteen percent (16%) of visitors
were from foreign countries, down significantly from 20% in 2013 and 19% last year.
FIGURE 71
2011 2012 2013 2014 2015

ETHNICITY
White 86% 75% 73% 77% 85%
African-American/Black 4 5 5 4 4
Asian/Asian-American 3 9 12 10 4
Hispanic/Latino 7 8 8 8 7
Other 1 3 2 1 1
HOUSEHOLD INCOME
Less than $20,000 1 3 1 1 2
$20,000 to $39,999 3 6 5 6 4
$40,000 to $59,999 14 17 25 26 19
$60,000 to $79,999 24 26 28 27 23
$80,000 to $99,999 17 15 16 17 17
$100,000 or more 32 26 19 15 26
Not sure/no answer 10 7 6 7 10
VISITOR ORIGIN
USA 84 83 80 81 84
Eastern states 1 6 7 6 7 7
Southern states 2
12 11 12 12 13
Midwestern states 3
11 11 10 9 11
Western states 4
55 54 52 53 53
California 31 33 33 33 29
Southern California 26 26 26 27 25
Northern California 5 7 7 6 4
Arizona 9 6 6 6 9
Other Western states 15 15 13 14 15
Foreign 16 17 20 19 16
BASE (3600) (3602) (3600) (3599) (3601)
1
Eastern states: Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York,
Pennsylvania, Rhode Island and Vermont.
2
Southern states: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina,
Tennessee, Texas, Virginia and West Virginia.
Midwestern states: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota and
3
Wisconsin.
Western states: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada (excluding Clark County), New Mexico, Oregon,
4
Utah, Washington and Wyoming.
51
APPENDIX
Aggregate Results for
Aggregate Results for
CalendarCalendar
Year 2015
Year 2015
52
GLS RESEARCH LAS VEGAS VISITOR PROJECT #215301
AGGREGATE RESULTS PROFILE STUDY 2 0 1 5 L A S V E G A S VYEAR
CALENDAR 20145
ISITOR PROFILE
RESPONDENT ID# ____ ____ ____ ____ TIME ENDED (USE 24-HOUR CLOCK)
____ ____:____ ____
INTERVIEW DATE: ___ ___/___ ___/___ ___
INTERVIEW LENGTH ____ ____ MIN.
INTERVIEW LOCATION CODE ____ ____ ____ ____
INTERVIEWER ID # ____ ____
TIME STARTED (USE 24-HOUR CLOCK)
____ ____:____ ____ RESPONDENT GENDER (BY OBSERVATION)
MALE............................................ 49%
FEMALE ........................................ 51%
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 resident of Clark 4. Have you been interviewed like this in Las Vegas at any other
County? time in the past 12 months?
VISITOR .............................. ASK Q2

YES .................................... TERMINATE
RESIDENT...........................
NO ..................................... ASK Q5
NOT SURE/DK .................... TERMINATE
REFUSED/NA......................
5. Is this your first visit to Las Vegas, or have you visited before?
2. We are supposed to interview people who are 21 years old or
FILL IN “1” IN
older. Are you 21 years old or older?
Q6, THEN SKIP
FIRST VISIT .................................... 16%
TO Q7 ON
YES .................................... ASK Q3 PAGE 2
NO .....................................
VISITED BEFORE............................ 84 ASK Q6
REFUSED/NA......................
6. Including this trip, how many times have you visited Las Vegas
3. Will you be leaving Las Vegas within the next 24 hours? in the past 12 months? (RECORD NUMBER BELOW AS 2
DIGITS.)
1.................................................................... 62%
YES .................................... ASK Q4
2-3 ................................................................ 28
NO .....................................
4-5 .................................................................. 7
6 OR MORE ..................................................... 3
REFUSED/NA......................
1.8 MEAN
1.0 MEDIAN
53
#215301 LAS VEGAS VISITOR PROFILE STUDY CALENDAR YEAR 2015
GLS RESEARCH WEIGHTED AGGREGATE RESULTS PAGE 2
7. (ASK OF ALL RESPONDENTS.) What was the primary purpose of THIS trip to Las Vegas?
TO ATTEND/PARTICIPATE
TO ATTEND OR WORK AT A CONVENTION/TRADE SHOW........ 8%
IN A CASINO TOURNAMENT.................................................... 0%
TO ATTEND A
OTHER BUSINESS
CORPORATE MEETING ............................................................ 1
PURPOSES .............................................................................. 7
TO GAMBLE .......................................................................... 10
JUST PASSING THROUGH ....................................................... 6
INCENTIVE TRAVEL PROGRAM ............................................... 0
WEDDING/TO GET MARRIED ................................................... 3
VACATION/PLEASURE ........................................................... 47
SOME OTHER REASON ............................................................ 0
VISIT FRIENDS/RELATIVES ..................................................... 11
NOT SURE/DK ......................................................................... 0
TO ATTEND A SPECIAL
EVENT .................................................................................... 6 REFUSED/NA ........................................................................... 0
8. While in Las Vegas, did you attend or work at a convention, 10. Did you bring a spouse, family member or friend with you who
trade show, association or corporate meeting? did NOT attend or work at a convention, trade show,
association or corporate meeting?
YES .............................................. 9%
(N=320)
NO ............................................. 91
YES ............................................ 35%
NOT SURE/DK .............................. 0 NO ............................................. 65
REFUSED/NA ............................... 0 DK/NA .......................................... 0
9. Were you MORE or LESS interested in attending this

11. Did you travel to Las Vegas by ...
convention, trade show, association or corporate meeting
because it was held in Air .................................................................. 43%
Las Vegas, or did it make NO DIFFERENCE to you that it was Bus (NET) .........................................................2
held in Las Vegas? (N=320)
(IF “YES” ASK, “Do you mean ...”:)
MORE INTERESTED ...................... 52% Regularly scheduled bus service like
LESS INTERESTED .......................... 2 Greyhound.................................................0
Or a chartered or escorted bus service or
NO DIFFERENCE .......................... 46 bus tour .....................................................2
NOT SURE/DK ................................ 0 Automobile ................................................... 53
REFUSED/NA ................................. 0 Truck .................................................................1
Motorcycle ........................................................0
Recreational Vehicle (RV) .................................1
54
#215301 LAS VEGAS VISITOR PROFILE STUDY CALENDAR YEAR 2015
GLS RESEARCH AGGREGATE RESULTS PAGE 3
12. Which of the following kinds of transportation have you used 16. Did you use the Internet in planning your trip to Las Vegas?
during your visit? (READ LIST. ACCEPT MULTIPLE
RESPONSES.) ASK Q17
YES ................................................. 63%
A. Your own vehicle ....................... 48%
B. Rental car .................................. 15 NO ................................................. 37
C. Limousine ................................. 2 NOT SURE/DK .................................. 0 SKIP TO Q20

D. Bus ............................................ 12
REFUSED/NA .................................... 0
E. Hotel/motel shuttle ................... 15
H Monorail ...................................... 10
17. Did you use the Internet to book your transportation to Las
G. Taxi ............................................ 28 Vegas? (N=2260)
WALKED ....................................... 35
OTHER.......................................... 2 YES ................................................. 48% ASK Q18
13. How far in advance did you plan this trip to NO ................................................. 51
Las Vegas? (ASK AS OPEN END.)
NOT SURE/DK .................................. 1 SKIP TO Q20
SAME DAY............................................................... 1%
1-3 DAYS BEFORE ................................................... 2 REFUSED/NA .................................... 0
4-6 DAYS BEFORE ................................................... 3

18. Which website did you use to book your transportation? (ASK
7-14 DAYS BEFORE ............................................... 19 AS AN OPEN END. ACCEPT ONLY ONE RESPONSE.)
15-30 DAYS BEFORE............................................. 25 (N=1093)
a. AOL (AMERICA ONLINE) .......... 0%

31-60 DAYS BEFORE............................................. 20
b. BOOKING.COM ....................... 2
61-90 DAYS BEFORE............................................. 14
c. CHEAPTICKETS. ........................ 2
MORE THAN 90 DAYS BEFORE ............................. 17 d. EXPEDIA.COM ....................... 12
NOT SURE/DK ......................................................... 0 e. HOTWIRE.COM ........................ 1
REFUSED/NA........................................................... 0 f. MAPQUEST.COM ..................... 0
g. ORBITZ ..................................... 3
14. Did a travel agency assist you in planning your trip? h. PRICELINE.COM ...................... 5
i. TRAVEL.COM............................ 0
YES ................................................ 15% ASK Q15 j. TRAVELOCITY ........................... 5
k. YAHOO! ................................... 0
NO ................................................. 85
l. KAYAK.COM ............................ 2
NOT SURE/DK .................................. 0 SKIP TO Q16 m. AIRLINE WEBSITE (ANY) ......... 67
n. OTHER ..................................... 3
REFUSED/NA.................................... 0
o. NOT SURE/DK .......................... 0
15. Did the travel agent ... (READ LIST) (N=542)

(ASK ONLY OF THOSE WHO SAID “YES” IN Q17)
Influence your decision to visit Las Vegas?......................... 5% 19. Did you find information on the Internet that ... (READ LIST)
(N=2260)
Influence your choice of accommodations? ..................... 83
a. Influenced your decision to visit
“Book” your accommodations? ........................................ 86 Las Vegas? ................................... 0%
“Book” your transportation? ............................................. 90 b. Influenced your choice of
accommodations?...................... 58
55
2 0 1 5 L#215301
AS VEGAS VISITOR PROFILE LAS VEGAS VISITOR PROFILE STUDY CALENDAR YEAR 2015
22. On this trip to Las Vegas, where did you lodge? (ASK AS
INTERVIEWER! OPEN END. ACCEPT ONLY ONE RESPONSE. CIRCLE CODE
NUMBER. INTERVIEWER: A “LODGING” IS ANY PLACE
IF YOU ARE CONDUCTING THE INTERVIEW AT A DOWNTOWN LOCATION, THE RESPONDENT SLEPT OVERNIGHT. SOME PEOPLE
CIRCLE "YES" (1) IN Q20. IF YOU ARE NOT DOWNTOWN, READ THE COME TO LAS VEGAS AT NIGHT JUST TO GAMBLE
FOLLOWING TO RESPONDENT BEFORE Q20: THROUGH THE NIGHT AND LEAVE THE NEXT DAY. THESE
PEOPLE DID NOT “LODGE” ANYWHERE.)
“There are two main areas where hotels, motels and casinos are
located in Las Vegas. One area is referred to as the Strip. The Strip
TYPE OF LODGING
includes all the properties on or near Las Vegas Boulevard. The other
area is referred to as Downtown Las Vegas. Downtown includes all (ALL RESPONDENTS)
the properties on or near Fremont Street.” HOTEL92%
HOTEL...................................................................92%
POINT OUT THE “DOWNTOWN” AND “STRIP” AREAS ON THE MAP AS MOTEL
MOTEL 4..................................................................4
YOU READ THE ABOVE EXPLANATION. IF IT HELPS THE RESPONDENT, RV

RV PARK0
PARK................................................................0
ALSO POINT OUT WHERE ON THE MAP YOU ARE CURRENTLY LOCATED.
FRIENDS/RELATIVES
FRIENDS/RELATIVES ...................................................
............................................44
20. While in Las Vegas, have you visited the Downtown area? DAYTRIP/NO
DAYTRIP/NOLODGING
LODGING...............................................
..........................................00
(POINT OUT THE DOWNTOWN AREA ON THE MAP.)
TYPE OF LODGING
YES .............................................. 32% ASK Q21 (AMONG THOSE WHO STAYED OVERNIGHT)
NO ............................................... 68 SKIP TO Q22 (N=3600)
HOTEL...................................................................92%
HOTEL92%
NOT SURE/DK ................................ 0
SKIP TO Q22 MOTEL
MOTEL 4..................................................................4
REFUSED/NA.................................. 0
RV
RV PARK0
PARK................................................................0
21. (ASK ONLY IF “YES” IN Q20) FRIENDS/RELATIVES

FRIENDS/RELATIVES ...................................................
............................................44
What is the MAIN REASON you [visited/are visiting] the

Downtown area? (ASK AS AN OPEN END. ACCEPT ONLY LOCATION OF LODGING
ONE RESPONSE. WRITE RESPONSE IN BLANK BELOW.) (ALL RESPONDENTS)
(N=)
STRIP CORRIDOR ....................................................... 75%
TO SEE FREMONT STREET
ON THE STRIP ....................................................... 58
EXPERIENCE ..................................................... 59%
JUST OFF THE STRIP ............................................. 17
LODGING DOWNTOWN.................................... 16
DOWNTOWN ............................................................... 5
TO GAMBLE ........................................................ 6 BOULDER STRIP ........................................................... 2
TO SHOP............................................................. 4 OUTLYING AREAS ...................................................... 14
TO DINE .............................................................. 2 OTHER ......................................................................... 4
TO SIGHTSEE (OTHER THAN

LOCATION OF LODGING
FREMONT ST. EXPERIENCE) .............................. 11
(AMONG THOSE WHO STAYED
TO ATTEND A SPECIAL EVENT .............................. 2 OVERNIGHT) (N=3600)
OTHER ................................................................ 8 STRIP CORRIDOR ....................................................... 75%

ON THE STRIP ....................................................... 58
NOT SURE/DON’T KNOW .................................... 0
JUST OFF THE STRIP ............................................. 17
REFUSED/NO ANSWER ....................................... 0
DOWNTOWN ............................................................... 5
BOULDER STRIP ........................................................... 2
OUTLYING AREAS ...................................................... 14
OTHER ......................................................................... 4
56
#215301 LAS VEGAS VISITOR PROFILE STUDY 2 0 1 5CALENDAR
L A S V E G A S YEAR
VISITO R PROFILE
2015
23. Which of the following [SHOW CARD] best describes how you, 24. Which website did you use to book your accommodations?
or someone in your party, booked your accommodations in Las (ASK AS AN OPEN END. ACCEPT ONLY ONE RESPONSE.)
Vegas? (ACCEPT ONLY ONE RESPONSE.) (N=1647)
(N=3367)
a. HOTEL WEBSITE (ANY) .................................. 29%
Booked by phone, calling the
b. BOOKING.COM .............................................. 6
hotel, motel or RV park
c. HOTELS.COM ................................................ 15
directly ...................................... 26%
d. EXPEDIA.COM .............................................. 15
Booked through a travel
agent (either in person or by SKIP TO Q25 e. LAS VEGAS.COM ............................................. 4
phone) ...................................... 14 f. TRAVELOCITY .................................................. 4
Booked by phone but not by g. AIRLINE WEBSITE ............................................ 4
calling the hotel directly and h. ORBITZ ............................................................ 2
not through a travel agent .......... 3
i. PRICELINE.COM ............................................. 9
Booked through a website on j. VEGAS.COM ................................................... 1
the Internet using a desktop k. KAYAK.COM ................................................... 3
or laptop computer ................... 32
l. HOTWIRE ........................................................ 2
Booked through a website on
ASK Q24 m. OTHER ............................................................ 5
the Internet using a
smartphone .............................. 14 n. NOT SURE/DK ................................................. 0
Booked through a website on

25. How far in advance did you make your reservations for your
the Internet using a tablet .......... 3
(hotel room/motel room/RV park space) for this trip to Las
Booked in person at the Vegas? (ASK AS OPEN END.) (N=3367)
hotel, motel or RV park ............... 2
SAME DAY ............................................... 3%
The trip was a gift, prize, or
incentive, so the 1-3 DAYS BEFORE ................................... 3
accommodations were 4-6 DAYS BEFORE ................................... 5
booked for you ............................ 1 SKIP TO Q25
7-14 DAYS BEFORE ............................... 28
Not sure because someone
else in your party booked the 15-30 DAYS BEFORE ............................. 33
hotel and you don’t know 31-60 DAYS BEFORE ............................. 13
how they did it ............................ 5
61-90 DAYS BEFORE ............................... 6
OTHER (SPECIFY:)........................ 0
REFUSED/NA ............................... 0 MORE THAN 90
DAYS BEFORE ......................................... 9
NOT SURE/DK ......................................... 0
REFUSED/NA ........................................... 0
57
2 0 1 5 L#215301
26. Including yourself, how many people stayed in your room? 29. Where did you first hear about this package?
(N=3439) (DO NOT READ LIST. ACCEPT ONLY ONE
ONE ..................................................... 15% RESPONSE.) (N=494)
TWO ..................................................... 74 NEWSPAPER ....................................................... 0%

THREE .................................................... 7 TELEVISION......................................................... 0
FOUR ..................................................... 4 TRAVEL AGENT ..................................................46
FIVE........................................................ 1 WORD OF MOUTH .............................................. 5
SIX OR MORE ......................................... 0 OFFER RECEIVED IN THE MAIL............................ 1
REFUSED/NA .......................................... 0 EMAIL OFFER ...................................................... 0
2.0 MEAN INTERNET AD ....................................................17
2.0 MEDIAN ANY WEBSITE....................................................31
RESERVATION AGENT/
27. Which of the following rate categories best describes your CALL CENTER ...................................................... 0
room rate? (SHOW CARD. ACCEPT ONLY ONE RESPONSE.)
SEARCH ENGINE/
(N=)
HYPERLINK ......................................................... 0
OTHER ................................................................ 0
HOTEL/TRANSPOR-TATION NOT SURE/NO ANSWER ..................................... 0
PACKAGE DEAL ............................ 13%
HOTEL/AMENITIES PACKAGE PACKAGE VISITORS SKIP TO Q32
ASK Q28
DEAL .............................................. 0
TOUR/ 30. (ASK ONLY OF NON-PACKAGE VISITORS)
TRAVEL GROUP .............................. 1 By the time you leave Las Vegas, how much will you have
CONVENTION GROUP/ spent, on average per night, on your hotel or motel room?
COMPANY MEETING ...................... 6 (ROUND TO NEAREST DOLLAR. WRITE AMOUNT IN
BLANKS BELOW.) (N=2351)
CASINO RATE ................................. 6 SKIP TO Q30
REGULAR FULL-
$0-$49 ............................................................... 5%
PRICE ROOM RATE....................... 27
$50-$99 ...........................................................53
CASINO
SKIP TO Q32 $100-$149 .......................................................23
COMPLIMENTARY ........................ 15
$150 OR MORE ................................................16
ANOTHER RATE ............................ 32 SKIP TO Q30
NOT SURE/REFUSED ........................................... 3
$102.64 MEAN
28. What was the total PER PERSON cost of your package?
$85.00 MEDIAN
(ROUND TO NEAREST DOLLAR. WRITE AMOUNT IN
BLANKS.) (N=494)
$0-$399 ........................................................... 8%
$400-$599 .....................................................28
$600-$999 .....................................................27
$1,000 OR MORE ...........................................28
NOT SURE/REFUSED .......................................10
$857.43 MEAN
$700.00 MEDIAN
58
VISITO R PROFILE
2015
31. How did you first find out about the room rate you paid? (DO 34. By the time you leave, how many nights will you have stayed in
NOT READ LIST. ACCEPT ONLY ONE RESPONSE.) Las Vegas? (WRITE TWO-DIGIT NUMBER IN BLANKS BELOW.)
(N=2351)
0 .............................................................. 0%
NEWSPAPER ...................................................... 0%
1 .............................................................. 8
TELEVISION ........................................................ 0
2 ............................................................ 22
RADIO ................................................................ 0
3 ............................................................ 28
TRAVEL AGENT ................................................... 9
4 ............................................................ 24
WORD-OF-MOUTH........................................... 17
5 OR MORE ........................................... 18
OFFER RECEIVED
3.4 MEAN
IN THE MAIL ....................................................... 5
3.0 MEDIAN
BROCHURE ........................................................ 1
EMAIL OFFER ..................................................... 3
35. By the time you leave, how many days will you have been in
INTERNET AD (POP-UP Las Vegas?
OR BANNER AD) .............................................. 11
1 .............................................................. 0%
ANY WEBSITE ................................................... 36
2 .............................................................. 8
OUTDOOR BILLBOARD ....................................... 0
3 ............................................................ 22
RESERVATION AGENT/
4 ............................................................ 28
CALL CENTER.................................................... 17
5 ............................................................ 24
OTHER ............................................................... 1
6 OR MORE ........................................... 18
NOT SURE/DK .................................................... 0
4.4 MEAN
32. (ASK OF ALL RESPONDENTS.)
4.0 MEDIAN
Including yourself, how many adults 21 years old or older are
in your IMMEDIATE party (such as a spouse or friends who are
36. On what day of the week did you arrive in
traveling with you)?
Las Vegas?
1 ..................................................................... 13%
SUNDAY ............................................... 15%
2 ..................................................................... 71
MONDAY ............................................. 13
3 ........................................................................6
TUESDAY .............................................. 13
4 ........................................................................8
WEDNESDAY........................................ 13
5 OR MORE .......................................................3
THURSDAY ........................................... 16
2.2 MEAN
FRIDAY ................................................. 18
2.0 MEDIAN
SATURDAY ........................................... 12
33. Are there any people under the age of 21 in your IMMEDIATE
party?
YES ........................................ 8%
NO ....................................... 92
59
2 0 1 5 L#215301
37. Have you gambled during this visit to Las Vegas? 40. Where have you gambled during your visit to Las Vegas?
(READ LIST. ACCEPT MULTIPLE RESPONSES.)
(N=2630)
YES ....................................73% ASK Q38 Downtown Las Vegas (that is, on or near Fremont
Street) ............................................................... 31%
NO .....................................27 SKIP TO Q41
On the Strip (that is, on Las Vegas Boulevard).. 82
Just off the Strip (for example The Rio, Palms,
38. On average, how many hours PER DAY did you spend Hard Rock Hotel) .............................................. 16
gambling? (IF GREATER THAN 12, CLARIFY BY ASKING:
Boulder Hwy & Henderson (Sam's Town, Boulder
"Do you mean that you spent on average [FILL IN NUMBER
Station, Sunset Station, etc.) ............................ 3
OF HOURS] hours gambling every day you were here?"
(N=2630) North Las Vegas (Santa Fe, Texas Station, Fiesta,
2 OR LESS .......................................... 50% etc.) ................................................................... 1
LESS THAN 1 HOUR ........................ 19 Outlying areas (Jean, Mesquite, Searchlight,

etc.) ................................................................... 0
ONE HOUR ..................................... 13
OTHER (SPECIFY:) ............................................. 5
TWO HOURS ................................... 18
3 TO 4 ................................................ 26 41. (ASK OF EVERYONE.)
5 TO 6 ................................................ 12 Now that there are more places to gamble outside of Las Vegas,
7 TO 8 ................................................ 11 do you feel you are MORE LIKELY or LESS LIKELY to visit Las
Vegas, or does it make NO DIFFERENCE in your decision to visit
9 TO 10................................................ 1
Las Vegas? IF MORE OR LESS LIKELY, ASK:) Is that MUCH
MORE THAN 10 ................................... 0
(more/less likely) or SOMEWHAT (more/less likely)?
2.9 MEAN
5 MUCH MORE LIKELY........................................ 8%
2.0 MEDIAN
4 SOMEWHAT MORE LIKELY .............................12
3 NO DIFFERENCE ............................................80
39. Not including travel, food, or lodging, how much money did
2 SOMEWHAT LESS LIKELY ................................. 0
you budget for gambling on this trip? Include only your own,
personal gambling budget and not the gambling budgets of 1 MUCH LESS LIKELY .......................................... 0
others who may have been with you. (N=2630) NOT SURE/DK ..................................................... 0
$0-$99 ............................................................... 15% REFUSED/NA ....................................................... 0
$100-$199 ......................................................... 16 3.3 MEAN
$200-$299 ......................................................... 10 3.0 MEDIAN
$300-$399 ........................................................... 8
$400-$499 ........................................................... 6
$500-$599 ......................................................... 12
$600 OR MORE .................................................. 30
NOT SURE/REFUSED ............................................. 3
$578.54 MEAN
$300.00 MEDIAN
60
VISITO R PROFILE
2015
42. Which of the following types of entertainment have you seen during this trip to Las Vegas? (START WITH ITEM CHECKED AND
CONTINUE UNTIL ALL ITEMS ARE ASKED. ASK BUT DO NOT ROTATE “OTHER.” ACCEPT MULTIPLE RESPONSES.)
43. (ASK FOR EVERY "YES" IN Q42.) And how many (INSERT EACH TYPE MENTIONED IN Q42) have you seen during this trip? (RECORD
TWO-DIGIT NUMBER IN APPROPRIATE BLANKS.)
Q42 Q43
YES NO DK NA MEAN
A. Big-name headliner performers in Las
Vegas for a special concert (for
example, Elton John, David
Copperfield, Jay Leno, Bette Midler,
Rascal Flatts, etc.) ................................. 16% 84% 0% 0% 1.3 (N=561)
B. Broadway/production shows ................ 25 75 0 0 1.2 (N=895)
C. Comedy shows or revues (for example,

Improv, Comedy Stop, etc.).................. 7 93 0 0 1.1 (N=252)
D. Lounge acts or other kinds of free

entertainment provided at a location
other than the “main” show room........ 44 56 0 0 1.4 (N=1570)
44. (INTERVIEWER: IF RESPONDENT HAS NOT 46. On this trip, will you (or did you) visit... (READ LIST.
SEEN ANY SHOWS, CIRCLE “YES” HERE.) ACCEPT MULTIPLE RESPONSES.)
YES (HAS NOT SEEN ANY NO (HAS SEEN SHOWS) A. A nightclub in a hotel with a cover
SHOWS) charge? ......................................... 5%
39% 61% B. A free-standing nightclub with a
cover charge? ................................ 1
45. On this trip to Las Vegas, have you been to other Las Vegas
C. A bar or lounge in a hotel without
attractions for which you have to pay — for example, the
a cover charge? ............................. 44
Mandalay Bay Shark Reef, the Stratosphere Observation
Tower and Rides, New York New York “Manhattan Express” D. Any free-standing bar or lounge
rollercoaster, etc.? without a cover charge? ................ 2
E. A pool party or day club? ............... 1
YES.............................................20%
NO .............................................80 47. Did you play golf while visiting Las Vegas?
NOT SURE/DK .............................. 0 YES ................................................................... 2%
REFUSED/NA ................................ 0 NO .................................................................. 98
61
2 0 1 5 L#215301
48. By the time you leave Las Vegas, how much will you have spent ON AVERAGE PER DAY for ...
a. Food and drink. Please include only your own, personal expenses and not those of your entire party. (ROUND TO THE NEAREST
DOLLAR. WRITE AMOUNT IN BLANKS BELOW.)
$292.00 MEAN (INCLUDING $0)

$292.42 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.)

$118.26 MEAN (EXCLUDING $0)
49. 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) ....................... $214.86 MEAN (EXCLUDING $0)

B. Shows/entertainment (not including gambling) .............. $138.02 MEAN (EXCLUDING $0)

C. Sightseeing ....................................................................... $180.97 MEAN (EXCLUDING $0)
X. Other ................................................................................ $265.15 MEAN (EXCLUDING $0)
62
VISITO R PROFILE
2015
Just a few more questions on your impressions of Las Vegas in general …
SOME COLLEGE (INCLUDES

50. Overall, how satisfied were you with your visit to Las Vegas?
JUNIOR/COMMUNITY COLLEGE — NO
Were you ... (READ LIST.)
BACHELOR’S DEGREE) .......................................... 25
Very satisfied ................................................ 89%
GRADUATED COLLEGE .......................................... 45
Somewhat satisfied ...................................... 11
Somewhat dissatisfied ................................... 1 GRADUATE SCHOOL
Very dissatisfied ............................................. 0 (MASTER’S OR PH.D.) ........................................... 12
DO NOT READ TECHNICAL, VOCATIONAL,

NOT SURE/DK ................................................. 0 OR TRADE SCHOOL ................................................. 5
REFUSED/NA .................................................. 0 REFUSED/NA ........................................................... 0
Now I’d like to ask you a few final questions for statistical purposes. 54. What is your marital status? Are you ... (READ FIRST 4 ITEMS
IN LIST.)
51. Are you currently ... (READ LIST. ACCEPT ONLY ONE Married ................................................................. 79%
RESPONSE.)
Single ................................................................... 14
Employed .................................. 67% ASK Q52 Separated or divorced ............................................ 6

Widowed ................................................................ 2
Unemployed ............................... 1 REFUSED/NA ........................................................... 0
Student........................................ 3
55. What country do you live in?
Retired ....................................... 24 SKIP TO Q53
Homemaker ................................ 5 USA ............................................. 84% ASK Q56
DO NOT READ FOREIGN ..................................... 16 SKIP TO Q57

REFUSED/NA................................ 0 SKIP TO Q53
56. What is your ZIP code, please?

52. What is your occupation? (SPECIFY OCCUPATION, NOT REGION FROM ZIP CODE
TITLE OR COMPANY NAME. “SELF EMPLOYED” IS NOT AN EAST ........................................................................ 7%
ACCEPTABLE RESPONSE. PROBE FOR THE TYPE OF WORK
SOUTH ...................................................................13
DONE.) (N=2399)
MIDWEST ..............................................................11
Professional/technical ................................. 26%
WEST .....................................................................53
Managers/proprietors ................................. 21
CALIFORNIA ........................................................29
Sales/clerical ............................................... 26
NORTHERN CA. .................................................. 4
Craft workers ............................................... 10
SOUTHERN CA. .................................................25
Service workers ........................................... 16
ARIZONA ............................................................... 9
Laborers (non-agricultural) ............................ 0
OTHER WEST .......................................................15
Agricultural .................................................... 1
FOREIGN VISITORS ................................................16
53. What was the last grade or year of school that you completed?
(DO NOT READ LIST.)
GRADE SCHOOL OR
SOME HIGH SCHOOL ............................................. 0%
HIGH SCHOOL DIPLOMA (FINISHED
GRADE 12) ............................................................ 14
63
#215301 LAS VEGAS VISITOR PROFILE STUDY 2015 LA S V E G A S V I SYEAR
CALENDAR ITOR P ROFILE
2015
57. (ETHNICITY BY OBSERVATION. IF UNSURE, ASK:) Most 59. Please tell me which one of these categories includes your total
people think of themselves as belonging to a particular ethnic household income before taxes last year. (SHOW INCOME
or racial group. What ethnic or racial group are you a member CARD.) Include your own income and that of any member of
of? (ASK ONLY IF NECESSARY: Are you white, Black or African your household who is living with you.
American, Asian or Asian American, Hispanic or Latino — or of A. Less than $20,000 ......................................... 2%
some other ethnic or racial background?)
B. $20,000 to $29,999 ...................................... 2
WHITE ................................................................... 85%
C. $30,000 to $39,999 ...................................... 2
BLACK OR AFRICAN AMERICAN .............................. 4 D. $40,000 to $49,999 ...................................... 7
ASIAN OR ASIAN AMERICAN ................................... 4 E. $50,000 to $59,999 .................................... 13
HISPANIC/LATINO ................................................... 7 F. $60,000 to $69,999 .................................... 12
G. $70,000 to $79,999 .................................... 11
NATIVE AMERICAN,
MIXED RACE, OTHER .............................................. 1 H. $80,000 to $89,999 .................................... 11
I. $90,000 to $99,999 ...................................... 6
58. What is your age, please? (RECORD IT EXACTLY AND J. $100,000 to $149,999 ................................ 21
CIRCLE APPROPRIATE CATEGORY BELOW.) K. $150,000 or more ......................................... 5
47.7 MEAN NOT SURE/NO ANSWER ........................................ 10
46.0 MEDIAN
Which of the following categories does your age fall into?
(READ LIST.)
21 to 29 ................................................................ 12%
30 to 39 ................................................................ 22
40 to 49 ................................................................ 23
50 to 59 ................................................................ 15
60 to 64 .................................................................. 9
65 and older ......................................................... 19
REFUSED/NA ........................................................... 0
64
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.
65
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
66
Las Vegas Convention and Visitors Authority
3150 Paradise Road, Las Vegas, NV 89109-9096
LasVegas.com
For further information please contact the LVCVA Research Center at 702-892-2805, or at research@lvcva.com.

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LAS VEGAS

By: GLS Research

VISITOR PROFILE STUDY

President/CEO — Rossi T. Ralenkotter

Executive Director — Kevin M. Bagger

LAS VEGAS CONVENTION AND VISITORS AUTHORITY

COMMISSIONER LAWRENCE WEEKLY — Chair

COUNCILMAN RICKI BARLOW • COMMISSIONER SUSAN BRAGER • MR. GREGORY LEE

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 57: Enter tainment Attendance 43

FIGURE 65: Satisfaction with Visit 47

FIGURE 70: Visitor Demographics 50

SUMMARY TABLE OF REASONS FOR VISITING AND VISITATION FREQUENCY

2011 2012 2013 2014 2015

SUMMARY TABLE OF TRAVEL PLANNING CHARACTERISTICS

2011 2012 2013 2014 2015

TRIP CHARACTERISTICS AND EXPENDITURES

SUMMARY TABLE OF TRIP CHARACTERISTICS AND EXPENDITURES

2011 2012 2013 2014 2015

GAMING BEHAVIOR AND BUDGETS

SUMMARY TABLE OF GAMING BEHAVIOR AND BUDGETS

2011 2012 2013 2014 2015

SUMMARY TABLE OF ENTERTAINMENT ACTIVITIES

2011 2012 2013 2014 2015

SUMMARY TABLE OF ATTITUDINAL INFORMATION

2011 2012 2013 2014 2015

SUMMARY TABLE OF VISITOR DEMOGRAPHICS

2011 2012 2013 2014 2015

More specifically, the Las Vegas Visitor Profile aims to:

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

• 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

Among repeat visitors, the FIGURE 3

The proportion of repeat visitors who FIGURE 5

Visitors were asked if they had FIGURE 7

Convention visitors FIGURE 9

friend who was 40

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

Forty-three percent FIGURE 11

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

*Only “yes” responses are reported in this chart. 21

Among visitors who used the

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

Among those who booked FIGURE 21

Beginning in 2014, visitors 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 FIGURE 28

TRIP CHARACTERISTICS AND EXPENDITURES

percent (8%) said they did, 10 10 10

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

FIGURE 33 Thirty percent

*Includes respondents who stayed in a time share.

FIGURE 40 Fifteen percent (15%) of visitors purchased