Non-gaming, online marketing more important: Survey

Gambling is still the main reason for Chinese visitation to Macau, with most planning to spend even more, or at least the same amount on their next visit, according to a proprietary survey conducted by Bernstein Research.

The survey involved nearly 1,900 Macau customers as well as those planning to visit, with questions based on consumer preferences and behaviors. The survey was aimed at building a profile of the low-end grind, mid-tier and higher end base mass, as well as premium mass customers.

While the majority of Chinese visitors surveyed said gambling was their main reason for visiting, non-gaming has also become an important draw factor for visitors, according to the survey.

“Most visitors view gaming as an extension of the holiday experience, but not necessarily the only reason for visiting Macau. Shopping and dining are important aspects, with time spent on both surpassing hours spent gaming. Visitors plan to spend a larger amount on subsequent trips,” said the brokerage.

The majority of respondents also travelled with either family or friends, with 50 percent reportedly travelling with a spouse or family, and 30 percent with a group of friends.

In relation to travel and stay, the survey also notes that the majority of visitors prefer to stay overnight, but length of stay is increasing. The IVS Visa is the preferred entry method to the city.

Regarding marketing, the survey has shown social media and internet marketing have become more popular, with nearly half of respondents having seen some form of online marketing of Macau or casinos.

Loyalty programs also saw an uptick, with 49 percent of respondents reportedly having joined at least one loyalty program on their last visit.

More news from this jurisdiction

MacauWednesday, Sep 20, 2017

Macau’s gaming regulator is hoping to add more inspectors to its roster by year end.

MacauWednesday, Sep 20, 2017

MGM is making donations and offering volunteer support for the Macau community post Typhoon Hato.

MacauWednesday, Sep 20, 2017

It may take two years before the underground border gate bus terminal is fully restored, according to Macau’s transport and infrastructure officials.

MacauMonday, Sep 18, 2017

Melco Resorts & Entertainment announced today it has garnered the PATA Gold Award in the Hospitality Category for its collaboration with Hunan TV’s number one reality show Up Idol II in 2016.

MacauMonday, Sep 18, 2017

Macau GGR saw a slight uptick last week, with ADR recovering marginally week-on-week as a result of a higher VIP hold rate, said the brokerage.

MacauMonday, Sep 18, 2017

In the aftermath of recent typhoons, Sands China has been contributing toward various disaster relief efforts including transportation, technical and professional support, SME support and long-term assistance.

MacauMonday, Sep 18, 2017

The opening of the 780-room Morpheus, continued ramp up of Studio City, and forecasted GGR growth at City of Dreams Manila is set to drive growth for Melco Resorts and Entertainment.