Visitor Volume

Travel volume has a different meaning depending on what is being estimated and for what purpose the data are being used. While most destination clients generally use person-stays or person-days and most lodging clients use room-nights, DK Shifflet estimates volume in several metrics to provide the most complete picture possible.

Stays

This metric tells you how many total travel parties (not necessarily unique) stayed in your destination. A stay is counted for each unique destination on a trip. A trip from Berkeley, CA to Portland, OR that included stops in Sacramento, CA and Bend, OR would be counted as three stays – one for each destination city (Sacramento, Bend and Portland) or one stay for California and two stays for Oregon.

Person-Stays

This metric tells you how many total bodies (not necessarily unique) stayed in your destination. The number of people on each stay is multiplied by the number of stays. Thus, if there were four people on the trip from Berkeley to Portland the total number of person-stays would be 12 – four for each destination city, or four person-stays for California and eight person-stays for Oregon.

Person-Days

This metric tells you how many total days were spent in your destination. Person-days incorporate the length of stay and are the most important metric to use when analyzing spending. To calculate person-days, the number of person-stays is multiplied by the number of days spent at each stay. Thus, if two days were spend in Sacramento and three days each in Bend and Portland, the total number of person-days would be 32 – eight for Sacramento and 12 each for Bend and Portland, or eight person-days for California and 24 person-days for Oregon.

Room-Nights

This metric tells you how many nights were spent in hotel rooms and is primarily used by lodging clients. Since hotel rooms house multiple people, the "person" element is not important for this metric. Thus, room-nights demonstrate the number of nights spent in a hotel room during each stay. If one night was spent in a hotel in Sacramento and two nights each were spent in Bend and Portland, the total number of room-nights on this trip would be five – one in California and four in Oregon.

Spend

DK Shifflet collects spending information in nine major categories from which total direct spending as well as per person per day spending are calculated.

  • Transportation (three measures: air, rental car, other)
  • Lodging (two measures: rate and services)
  • Food
  • Entertainment
  • Shopping
  • Other Expenses

For more information about Visitor Volume & Spending: