Las Vegas Visitor Profile Reveals Wealthier Tourists and Changing Spending

^{The annual Visitor Profile Study shows how people spend time and money in Las Vegas. (Photo: courtesy of LVCVA)}

Nearly 90% of visitors were highly satisfied with their trip to Las Vegas in 2025, according to the latest Visitor Profile Study from Las Vegas Convention and Visitors Authority. 

About 60% said their visit exceeded expectations, while 92% of first-timers said they are likely to return for another vacation. 

Despite negative social media content that could deter new visitors, 84% said it is highly likely they would recommend Las Vegas to others.

The annual Visitor Profile Study surveys visitors to gauge how they spend their time and money in Las Vegas. Many trends remain consistent year to year. After all, it takes a dedicated person to spend time during a vacation filling out a survey.

The LVCVA used a sample of 5,409 visitors to paint the picture. Last year, the city welcomed 38.5 million visitors.

The survey data represents the average visitor behavior rather than precise behavior due to the sample size. But it is directionally useful, especially when compared with similar surveys and when used to compare personal experiences with those of the average visitor.

Visitors Are Getting Wealthier

The data confirms that visitors are getting wealthier, which is why casino operators are so focused on them. 

Last year, 64% of visitors to Las Vegas reported a household income of $100,000 or more. 

Those earning $150,000 or more accounted for 44% of visitors in 2025, a sharp increase from 25% in 2024 and 11% in 2022.

That shift helps explain why casinos increasingly develop and offer premium experiences for high-spending customers.

Spending Dips, but Ticket Prices Keep Climbing

Overall spending dropped on everyday categories ike food, drink, shopping, and sightseeing. However, ticketed events such as sports, concerts, and attractions saw a bump.

• Food and drink: $582.86 per visitor, down from $615.07 in 2024
• Shopping: $222.05 per visitor, down from $281.12
• Shows and ticketed events: $68.48, up from $63.14
• Hotel rooms: $174.52 per night, about $5 less than 2024

That drop in food and shopping spending stopped a four-year trend of increases.

Visitors also took advantage of discounts on various parts of their stays. Last year’s Fabulous 5-Day Sale had plenty of discounts on everything from hotel rooms to attractions and helped visitors spend less than they may have otherwise.

Meanwhile, big-name shows at Vegas casinos and arenas keep charging top dollar, but the average ticket price is still reasonable thanks to plenty of lower-priced options.

Visitors Are Still Skipping Casino Rewards

About 89% percent of visitors stayed in a hotel, averaging three nights at a rate of $174.52 per night.

If the rate sounds high, it’s because 62% paid full price for a room. This percentage has increased annually since 2022.

What hasn’t changed much is the number of visitors taking advantage of complimentary and discounted hotel rooms. 

Only 13% of visitors stayed in a complimentary hotel room last year, while 7% received a discounted casino rate on their room. 

That means only 20% took advantage of any hotel deal, a number that has bounced between 19% and 26% over the past five years.

Casino rewards programs are great for low rollers. Once you sign up and start spending, you can get great perks, including discounted or free rooms. 

But never treat complimentary items as truly free. Hotel rooms, food, drink, and show tickets are earned by spending money.

Gambling Isn’t Dead

Even though non-gaming revenue dominates the casino balance sheets, visitors still gamble when they come to Vegas. 

Only 7% of visitors last year said gambling was their main reason for traveling, but 81% still hit the tables or slots, up from previous years.

The average gambling budget rose to $848.95, though adjusted for inflation, it’s about the same as in prior years.

Millennials spent $841.47 per trip, well above Gen Z at $503.09. Gamblers averaged 2.6 hours a day at the tables. 

Gamblers are also becoming increasingly stationary in their casino visits. Tourists visited 3.1 casinos but gambled in only 1.7, which is roughly half of 2021’s numbers.

Social media outrage over high minimum bets is loud, but only 9% reported being dissatisfied with their gambling experience. That number is up 33% from last year, so it’s something to keep an eye on.

Influencers Might Not Reach Many, but They Drive Spending

Only 12% used social media influencer content to plan their trip. Those who did were slightly less satisfied, but 96% said they would return. This is higher than the number of visitors who skipped the influencers.

However, those visitors tended to spend more money during their stay.

They also spent more on hotels, food, shopping, shows, sightseeing, sports, and paid attractions. Nearly 90% gambled, and almost 70% visited downtown. 

While influencers may not reach the majority of visitors, they do definitely influence how tourists plan their Vegas trips. Expect casinos and hotels to keep investing heavily in influencer marketing.

RIP Gen X

Vegas has always catered to the current customer while watching the future. I’m Generation X, born between the mid-1960s and around 1980.

Back in the day, we were the coveted demographic as boomers aged out. We got all the perks while casinos hunted the next generation.

After us came millennials, who are now the “old” generation being tracked. Elder millennials are hitting peak earning years, while Generation Z, born 1997 to 2012, are the "new kids on the block."

Last year, the survey tracked Gen Z for the first time, who are now old enough to gamble and travel. That’s why much of the marketing appeals to them, not to us “geezers.”

But these days, Generation X is mostly background noise for the marketers.