The pandemic changed the profile of visitors to Las Vegas.
According to the 2021 Visitor Profile Survey released Thursday by the Las Vegas Convention and Visitors Authority and GLS Research, last year a greater percentage of visitors were younger, single, ethnically diverse, and more likely to travel from California. As a whole, they were less likely to come to Las Vegas to gamble; instead, they simply wanted to get away for a vacation and even brought their underaged children in greater numbers.
While 80% were repeat visitors, up from 76% in 2019, those visitors to Las Vegas changed what they did and where they went. They spent more time and money eating, shopping, sightseeing, and drinking in bars.
Three-quarters of Las Vegas visitors in 2021 said that they had gambled during their visit, down from 81% in 2019, but similar to prior years. The amount of time spent money budgeted for gambling, however, both increased from pre-pandemic levels.
Among those visitors who gambled in 2021, the average gambling budget was $717.51, up from 2016-2019 results. Those numbers show that those who came to gamble had bigger bankrolls, accounting for Nevada’s surpassing $1 billion in revenue for 11 consecutive months, despite a decrease in visitation during the pandemic, especially among older gamblers.
Some 52% said their trip was for a vacation, compared to 36% in 2019 and 45% in 2018. Only 8% said they were visiting to gamble, down from 14% in 2019. First-time visitors at 67%, compared to repeat visitors at 49%, were primarily taking a vacation.
“Fewer visitors than pre-pandemic said they were visiting primarily to gamble, for a convention, or were just passing through Las Vegas,” the report said. “Visitors were more willing to go to Las Vegas attractions for which they had to pay and go to bars and lounges. The amount spent on food and drink, transportation, shopping, and sightseeing increased from past results, while the amount visitors spent on shows and entertainment decreased.”
The survey showed the average spend on food and drink was $462.37, up from $410.74 in the 2019 Profile. It was $314.96 in 2018.
The average trip expenditure on shopping was $284.55, the highest total ever. It was $187.48 in 2019 and $154.60 in 2018.
The average expenditure on sightseeing was $51.28, up from $39.53 in 2019.
Some 61% of visitors went to a hotel no-cover bar in 2021, up from 42% in 2019. Another 47% went to a free-standing no-cover bar, up from 21% in 2019.
Visitors were less likely to attend shows, which isn’t surprising, since shows and concerts didn’t ramp up until the end of 2021. The average expenditure on shows was $32.55, down from 2016 to 2019. It was $51.68 in 2019.
They were also less likely to be visiting for a convention, a factor that’s expected to change in 2022 as more conventions return and companies are more willing to send their employees to attend them. Despite that, one in five visitors said they did some work, either online or in person, during their visit, the report said.
In a new element, visitors were more likely to go downtown, where Circa Las Vegas celebrated its first full year operating in 2021. Some 53% said they had visited downtown compared to 46% in 2018 and 42% in 2019. An upgraded Fremont Street Experience was unveiled on New Year’s Eve 2019, and 59%, compared to 45% in 2019, said that was the reason for making the trek to Fremont Street.
Even though there was a greater percentage of single visitors, the survey said that overall visitors were more likely to bring their children. Some 21% said they had someone with them under 21. That number was only 5% in 2019.
Some 56% said they were married, down from 73% in 2019 and 79% in 2018. Single people made up 33%, up from 20% in 2019 and 16% in 2018. Divorced people and the unemployed also posted their highest numbers in the last five surveys.
The annual household income of $40,000 or more rose to 81%, up from 67% in 2019, while the percentage of college graduates at 42% was the lowest level among the last five surveys.
Retirees made up only 15% of visitors, down from 21% in 2019 and 22% in 2018. Some 54% of visitors were 40 years old or older, down from 57% in 2018 and 62% in 2019. The average visitor’s age was 43.2, down from 2016 to 2019. It was 46.2 years in 2019.
When it comes to ethnic diversity, some 56% of visitors were white, down from 2016 to 2019 results; it was 77% in 2019. Hispanics comprised 19%, up from 11% in 2019. African Americans and those who identify as black accounted for 17% of visitors, up from 9% in 2019. Those of Asian descent and Asian Americans made up 6%, up from 3% in 2019.
Some 97% of visitors were from the U.S., up from 86% in 2019, in a reflection of the international travel restrictions associated with the pandemic.
Six in ten visitors were from the western United States. It was 47% in 2019.
Three in ten visitors came from California (up from 23% in 2018 and 21% in 2019). About one in four visitors (26%) came from Southern California, up from 19% in 2018 and 18% in 2019.
The 2.4 average occupants per room was higher than pre-pandemic levels. The average length of stay (3.6 nights) increased from 2018 and 2019, with one in four visitors staying for five or more nights.
Among visitors who stayed overnight in Las Vegas, 91% stayed in a hotel, down from 96% in 2019. Less than 1% stayed in an RV park and 9% stayed with friends or relatives (up from 4% in 2019), the survey said. One in six visitors said they were visiting to see friends and relatives.
More people paid the regular room rate, while those who received a comped room fell. Some 61% paid the regular rate, up from 58% in 2019, while 9% received a comped room, down from 15% in 2019.
The Visitor Profile was compiled from in-person interviews with 3,917 randomly selected visitors. About 400 interviews were conducted each month from March through November. No Visitor Profile was issued for 2020 due to COVID.
Some of the other highlights of the 2021 Profile showed that visitors were more likely to plan and book their trip within a month of their arrival. More than four in 10 visitors planned their trip, and nearly one-half booked their trip, between one week and one month before arrival, the survey showed. Only 3% used the services of a travel agent in planning their trip.
As Las Vegas dealt with a mask mandate and fewer entertainment options, seven in ten visitors in 2021 said that they were “very” satisfied with their visit, down from past results, while one-quarter said they were “somewhat satisfied.” When asked to compare their Las Vegas visit with their pre-trip expectations, 48% said Las Vegas exceeded their expectations.
