High propensity visitors (HPVs) are the lifeblood of a visitor-serving organization – they keep the doors open for zoos, aquariums, museums, theaters, symphonies, botanical gardens, etc. – and, accordingly, I talk about them frequently both on Know Your Own Bone and during speaking engagements. But what are some of the attributes that indicate a likelihood of visiting these organizations? Data indicates several prominent attributes of high propensity visitors…and I am thrilled to dig a bit deeper in sharing some qualities of the HPV.
What is a high propensity visitor and why are they important?
A high propensity visitor is a person who demonstrates the demographic, psychographic, and behavioral attributes that tend indicate an increased likelihood of visiting a visitor-serving organization. Research both identifies and “weighs” the respective value of these (demographic, psychographic, and behavioral) markers to quantify these attributes that best suggest a propensity to visit. In a nutshell, these are the people with whom your organization’s “bread is buttered.” These folks are absolutely the most critical audience for both immediate and long-term solvency for your visitor-serving organization.
Think data is only good for telling us “Information 101” like gender, ethnicity, household income, and education level? Or that when I describe an HPV, I am imagining some makeup of these largely demographic statistics (i.e. “An HPV is a white woman between 35-54 with an annual household income greater than $65,000?”) Think again. While certain organizations may have a “prototype visitor” that is this cut-and-dry, this type of segmentation is far, far too oversimplified to truly convey meaningful information about your HPVs. In actuality, this demographic information teams up with psychographic and behavioral information to paint a more accurate, complete portrait of the characteristics that indicate your likely visitors.
While acknowledging that there are multiple indicators of an HPV and that, at times, the specific make up of an HPV differs from entity to entity, the following five attributes are generally reliable across the board:
1. High propensity visitors are super connected
HPVs have broadband access at home, work, and on at least one mobile device. In fact, these folks acquire information regarding leisure activities almost exclusively via web, social media, and peer review (i.e. Yelp, TripAdvisor) platforms – further underscoring the importance of investing in web-based communications for visitor-serving organizations. HPVs are approximately 2.5x more likely to be “super-connected” than the U.S. composite market.
2. High propensity visitors are pet owners
The people visiting your organization have a higher likelihood than the general population of being a pet owner. They are also 12x more likely than the general population to own a horse for leisure/hobby (amateur) use. Put another way, not all HPVs own a horse…but those who own horses have a particularly high likelihood of being the kind of person who visits zoos, aquariums, museums, and music and theater performances. HPVs are approximately 2x more likely to be pet owners than the U.S. composite market.
3. High propensity visitors are foodies
We know that the perception of a critical mass of opportunity (such as access to unique shopping, urban waterfront, etc.) plays a role in motivating leisure activities – but for HPVs, access to good food also plays an important role. HPVs are leisure-travel motivated for fine dining and wine experiences. They also have daily food and beverage spending of $72.43 a day per capita. HPVs are approximately 2.5x more likely to be “foodies” than the U.S. composite market.
4. High propensity visitors are foreign travelers for leisure purposes
This is a big one. Folks who invest in foreign travel for leisure purposes have a very high likelihood of also being the same people who visit cultural centers. This is perhaps a very important consideration when endeavoring to understand the extreme competition for HPVs – for many museums, you are not merely competing with baseball games and movies for your audience. HPVs are literally considering the world as it contemplates its leisure investments. The most popular destinations for HPVs include Europe and British Columbia (often, for skiing). Their average length of stay during foreign travel is six nights. HPVs are approximately 6x more likely to be foreign travelers for leisure than the U.S. composite market.
5. High propensity visitors are low intensity outdoor activists
People who hike, ski, or golf are also more likely to profile as the type of person to attend a visitor-serving organization or cultural performance. HPVs are approximately 3x more likely to be low intensity outdoor activists than the U.S. composite market.
Understanding these items helps organizations engage audiences
When we look at data and consider market trends, we pay special attention to the evolving behaviors, attitudes, and demographics of high propensity visitors. This information can help us market to folks with the greatest likelihood of visiting cultural centers, and also create programs and experiences that are most satisfying to these individuals. These are the people who reliably keep our doors open with their attendance, and also have tremendous opportunity to deepen their engagement with our organizations as members and donors.
Thinking of your visitors in terms beyond their demographics lends invaluable insight to our understanding of our audiences. HPVs are the leading empirical indicator of the audiences that we are serving, and the people with whom we are best engaging.
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Photo credits: JapanPulse