Yellowstone Country’s Consumer Sentiment Research
Conducted by Future Partners, the YC Consumer Sentiment Research study aimed to inform future strategy, provide targeted data across the region, assess our current brand, and identify strategic ways to improve perception and increase visitation.
Discoveries include:
- Travelers are driven by adventure and curiosity but are pragmatic, citing affordability and good weather as being important.
- Accessibility and infrastructure are hurdles, but YC is perceived as an appealing outdoor destination that delivers both adventure and a peaceful place to recharge.
- Regional outdoor areas and National Park adjacent locations are top competitors, particularly with cold-weather travelers.
- Shoulder seasons have high appeal, though warmer months dominate, signaling opportunity in winter trip considerations.
- Referrals are visitors' main source of inspiration but are heavily reinforced by online search and social media.
- Dining and historical sites outpace outdoor activities, though outdoor offerings are the most frequently mentioned experiences respondents found appealing.
- There is an opportunity for YC to improve perceptions around the destination’s infrastructure-related amenities, such as affordable lodging, easy accessibility, dining options and entertainment.
- Excitement was highest for fall, followed by summer, spring and winter.
- Lack of familiarity and logistical barriers are the top reasons why respondents are unlikely to visit.
- Respondents see YC as a place to recharge with experiences defined by vast landscapes and outdoor adventure and a setting characterized by serenity and authenticity.
- Biggest strengths: Natural beauty and scenery, variety of outdoor recreation activities, preservation and pride of place.
- Biggest weaknesses: Limited awareness of areas outside Yellowstone National Park, limited accessibility and urban amenities, and overwhelming size and associated travel logistics.
- High-potential to convert cold-season travelers with winter-specific marketing and curated itineraries that simplify planning.