Just posted this Occasional Paper:
Paper 35: June 2016
Oliver Lovat. "Elvis Who? Understanding, Attracting and Retaining the Next Generation of Las Vegas Customers"
ABSTRACT: Las Vegas is in the middle of a period of generational transformation. The visitor profile has changed greatly since 2007, however the behavior and attitudes of this new visitor are very different that of previous generations of visitors. By undertaking a survey of this group we identify several key trends that make this group unique. Not only does this new visitor come to Las Vegas more frequently, follow Las Vegas when they are not in the city, they demonstrate planning and spending patterns that are unlike any other group. This paper analyses the next generation of visitor, and suggests methods to capture loyalty and market share.
View the paper here (pdf)