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, Mar 29, 2017

Paradise Entertainment says it has seen positive growth in the U.S. from its strategic accord with IGT, which it says will help it expand in overseas markets.

MacauWednesday, Mar 29, 2017

Global Gaming Expo Asia (G2E Asia) this year will feature an Integrated Resort Experience (IRE) in direct response to the Macau government’s call to attract a market beyond pure gaming enthusiasts.

MacauWednesday, Mar 29, 2017

Macau Legend Development Ltd. reported a loss of HK$277.5 million (US$35.7 million) for the year ended Dec. 31, 2016, according to the group’s filing to the Hong Kong Stock Exchange on Wednesday.

MacauWednesday, Mar 29, 2017

A total of 141 people registered themselves as problem gamblers in the Central Registry System of Individuals with Gambling Disorders.

MacauWednesday, Mar 29, 2017

Casino operator Melco Crown Entertainment Limited today announced it will be changing its English name to Melco Resorts & Entertainment Limited.

MacauTuesday, Mar 28, 2017

Income derived from gaming taxes decreased 5.9 percent year-on-year to MOP 79.5 billion (US$9.9 billion) in 2016, according to data from the Financial Services Bureau (DSF).

MacauMonday, Mar 27, 2017

Visitors to Macau fell 5.6 percent year-on-year in February, according to data from the Statistics and Census Bureau (DSEC).