Meeting 2 Recap: Visitor Profile Work Session

The Destination Development Planning Team met on July 19, 2018 for the “Visitor Profile Work Session”. The team discussed five different draft visitor profiles that were created by looking at spending data from Visa, lodging data from Smith Travel Research, in-market research conducted by Lauren Schlau Consulting, international luxury travel data, and other sources. These five visitor profiles will help the team understand, from the visitor’s perspective, what Beverly Hills has to offer and what we will need to do to remain competitive with these markets. These draft profiles are tentatively labeled as:

• Chinese Day Visitors
• Affluent Middle Eastern Families
• Urbane Foreign Couples
• Well-Heeled U.S. Travelers
• LA County Day Visitors

The Planning Team used the visitor experiences to describe a Beverly Hills “day in the life” of each of these segments, which begins our conversations about the assets and attractions that Beverly Hills has to offer our highest-spending visitors.

Over the coming weeks, the team will be refining these visitor profiles and drilling down into their likely experiences to begin to understand some of the big moves we may make to preserve the vitality of our visitor economy in the long run. The consultant team will also continue their research and will begin compiling the Situation Assessment report.

The Destination Development Planning Team meets next on August 29 to discuss a Vision for the destination.