2016 leisure visitor profile for the state … generation boomer boomer millennial boomer boomer ......

2016

LEISURE VISITOR PROFILE FOR THE STATE OF ILLINOIS AND THE CITY OF CHICAGO

Year-End 2016 Visitor Profile.

An Inside Look at the Overnight Leisure Travel Travel Market in Illinois, Chicago, and Downstate Cheryl Schutz

VP Client Intelligence

June 2016

D. K. Shifflet & Associates, Ltd.

1749 Old Meadow Rd, Suite 425

McLean, Virginia 22102

Tel.: +1.703.536.0500

www.dksa.com

2

3 This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.

Copyright © 2016. K. Shifflet & Associates, Ltd. All rights reserved.

This Visitor Profile Report will focus on the U.S.–originated

Leisure travel segment visiting Illinois, Chicago, and Downstate

This profile was prepared for the Illinois

Office of Tourism by D. K. Shifflet &

Associates. For the purposes of this study,

the current reporting time frame includes

the 2016 travel year, and comparisons

by interval will always consider the like

timeframe (2-year to 2-year, 3-year to

3-year, etc.). Travel volume is always

reported as a single year. The 2016

Illinois Visitor Profile is based on a

sample of 3,001 households for Illinois

Leisure travel and 1,841 households for

Chicago Leisure travel.

Appendix A contains specific details on

study methodology and a glossary of

terms referenced throughout the report.

Volume and profile data are from D. K.

Shifflet & Associate’s

PERFORMANCE/Monitor SM Travel

Intelligence SystemSM — the largest

travel-tracking system in the U.S.

4

Record-high Illinois visitation in 2016

The state has been increasing visitation

steadily since the drop-off in 2009. This

year marks another record-high for Illinois,

which hosts nearly 110 million Business

and Leisure travelers. Year over year,

Illinois gains posts a 1.0% increase in

Person-Stays, slightly lower than the

overall U.S. volume growth in this measure,

up 2.4% for 2016. The 109.95 million

visitor count includes all travelers, including

day trippers and overnight visitors,

business and leisure, in-state and out-of

state. ILLINOIS PERSON-STAYS (MILLIONS)

Total Visitation (Business + Leisure)

ILLINOIS PERSON-STAYS (MILLIONS) 2000-2016

Illinois’ Leisure increased while Business

visitations decreased in 2016, although

Leisure grew at a slower pace than

previous years. Illinois Leisure is up about

1.4% for the year, which is slightly lower

than the U.S Leisure growth of 2.9%.

Illinois Business Person-Stays went down

1.3% in 2016, the average U.S.

destination is down about 0.2% for the

year.

Total Visitor Volume: State of Illinois

5-Year Visitation by Travel Segment

Traveler volume continues to grow

in 2016

Leisure Travel drives Illinois volume gains

18.9 18.8 19.0 18.7 18.5

80.2 84.8 88.4 90.2 91.5

2012 2013 2014 2015 2016

BUS LEI

69.9

84.7 93.3

99.1

103.5

107.4

108.9

110.0

2000 2016

5

Record-high Chicago visitation in 2016

Chicago continues to climb out of the

economic downturn, making gains in total

visitation for the sixth straight year. In

2016, the city continues its record growth

bringing in over 52 million visitors.

FIVE-YEAR CHICAGO PERSON-STAYS (MILLIONS)

Total Visitation (Business + Leisure)

CHICAGO PERSON-STAYS (MILLIONS) 2000-2014

The majority of Chicago's visitation gains

are in the Leisure segment this year.

Leisure travel increased 3.1% from 2015,

bringing in 40.5 million Person-Stays per

year while Business visitations grew 1.5%

from 2015, bringing in 11.8 million

visitors.

Total Visitor Volume: State of Illinois

5-Year Visitation by Travel Segment

Chicago’s volume continues to grow

in 2016

Leisure Travel drives Chicago volume gains

10.9 10.9 11.1 11.7 11.8

34.1 36.1 37.6 39.3 40.5

2012 2013 2014 2015 2016

BUS LEI

36.9

33.7

45.1

38.1

42.4 45.0

47.0 48.7 51.0

52.35

2000 2016

What are the visitor characteristics?

Statewide, the average age for Illinois Leisure

travelers is similar to the typical destination,

noting that the younger average age for Chicago

is offset by the Downstate Leisure visitors. The

average household income for Illinois Leisure

visitors is slightly lower than the U.S. average and

above the states in the aggregated competitive

set.

On the whole, about 52% of Illinois Leisure is

generated by households reporting income of less

than $75,000, which nearly mirrors the U.S.

average in this dimension (50%).

Thirty-six percent of the state’s Leisure visitors

come from households earning more than

$100,000; in Chicago, about 40% come from

these high-income households.

Illinois and Chicago both attract a greater share

of African American visitation compared to the

typical U.S. destination and a slightly lower share

of travelers who self-identify as being of

Hispanic origin.

2016 LEISURE PERSON-STAYS

U.S. Illinois Chicago Downstate Comp Set

Average Age 49 48 44 50 49

Average HH Income (000)

$92.5 $92.9 $99.9 $87.3 $90.1

Retired 23% 22% 15% 28% 23%

Dominant Generation Boomer Boomer Millennial Boomer Boomer

Hispanic Origin 13% 7% 9% 6% 4%

African American 11% 15% 19% 13% 8%

Demographics

Leisure traveler characteristics

Travelers 18-34 provide 26% of Chicago’s direct

spending – above the typical Leisure

destination

6

GLOSSARY

The Illinois Leisure Competitive Set: MO,MI,IA,IN,OH,MN,K.Y

Person-Stays : the total number of people who visited your destination, regardless of how long they stayed

7

Boomers lead Leisure in Illinois as well as the U.S.,

Downstate and among the Competitive Set, while

Millennials are dominant in Chicago. GenXers

provide the highest average spending by

generation for the state, with an average party-

per-stay spend of $410 while Silent/GI Travel

Parties spend the most in Chicago at $680.

Generationally, the GenX and Boomer visitors are

the most profitable statewide in Illinois as well as

Chicago specifically.

LEISURE PERSON-STAYS % SHARE

Demographics: Generations

Illinois Leisure by Generation

GLOSSARY


25%

31%

37%

8% Millenial

GenX

Boomer

Silent/GI

LEISURE PERSON-STAYS % SHARE

Chicago Leisure by Generation

33%

31%

30%

6% Millenial

GenX

Boomer

Silent/GI


Generation Birth Years

Millennial 1981 and after

Gen X 1965-1980

Boomer 1946-1964

Silent 1930-1945

G.I. 1929 and earlier

Millennials contribute a much higher share of

Chicago Leisure compared to Illinois, the U.S., Downstate and Competitive Set

DKSA combines the three variables most likely to

differentiate between travelers to create seven

Lifestages. Generally, Illinois, Chicago, and

Downstate all host less “Family” travelers, or

travelers that have children their households, than

the typical U.S. leisure destination. Affluent

Matures and Affluent Family contribute the

greatest share of Illinois Leisure travel, while

Young & Frees and Maturing & Frees represent

Chicago’s greatest share of Leisure by Lifestage.

Affluent Family travelers represent the largest

Party-per-Stay spending of any Lifestage

throughout Illinois and Chicago.

LEISURE (2014-2016)

DKSA Lifestage Definitions

Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.

Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination .

GLOSSARY

Lifestage Segmentation

Lifestage Stays and Trip Dollars

The Affluent Lifestages account for more than

one-third of the Leisure spending in Chicago

and in Illinois

Lifestage Share

8


Lifestage Age of HoH

HH Income

Children <18 in

HH

Young & Free 18-34 Any No

Young Family 18-34 Any Yes

Mature & Free 35-54 Any No

Moderate Family

35-54 Under $75K

Yes

Affluent Family 35-54 $75K+ Yes

Moderate Mature

55+ Under $60K

No

Affluent Mature

55+ $60K+ No

0

20

40

60

80

Illinois "Family" Illinois "Non-Family"

Chicago "Family"

Chicago "Non-Family"

Stays Trip-Dollars

33

24

31

27

31

64

71

66

69

65

Comp Set

Downstate

Chicago

Illinois

US

Family Non-Family


Illinois Market Share

Leisure Market Share

Illinois sits at 11th leisure destination state in

2016 Person-Stays, with a relatively strong

hold on its Leisure travel market share. The

state captures slightly less U.S. visitation

compared to last year. The share of Leisure

Travel Parties has increased slightly from

2015. The share of days Leisure visitors spend

in Illinois increased slightly after four years of

consecutive declines.

About $2.53 of every $100 spent in the U.S.

on domestic Leisure travel occurs in Illinois; this

is a slight decrease from 2015..

Share of U.S. Leisure Travel (Three-Year View)

(%)

3.13 2.89 2.59 2.53

3.09 2.93 2.56 2.58

3.02 2.94 2.57 2.55

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

Stays Person-Stays Person-Days Trip-Dollars

2016 2015 2014

9

GLOSSARY Person-Stays : the total number of people who visited your destination, regardless of how long they stayed


Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination

Person-Days Number of Visitor-Days) The total number of days that all visitors contributed to your destination.

Chicago Market Share

Leisure Market Share

.

Share of U.S. Leisure Travel (Three-Year View)

(%)

1.45 1.28 1.36

1.75

1.41 1.28 1.34

1.79

1.32 1.25 1.36

1.70

0.00

0.50

1.00

1.50

2.00

Stays Person-Stays Person-Days Trip-Dollars

2016 2015 2014

10

GLOSSARY Person-Stays : the total number of people who visited your destination, regardless of how long they stayed


Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination

Person-Days Number of Visitor-Days) The total number of days that all visitors contributed to your destination.

By and large, Chicago holds on to its market

share of available domestic Leisure. Share of

Stays, or Travel parties, to Chicago for Leisure

are up from 2015. The city captures about

1.28% of all U.S.-generated Leisure visitors,

which steady from, last year.

The share of leisure days travelers spend in

Chicago has begun to increase after four years

of decreases.

Lastly, the Trip-Dollars share decreased slightly

over 2014. About $1.75 of every $100 spent

in the U.S. on domestic Leisure travel in 2016 is

spent in Chicago.

Where do Illinois’ visitors come from?

About 56% of Illinois Leisure Person-Stays

originated from within the state this year, exactly

the same as last year. Nearly one-quarter of

Illinois visitors travel from a neighboring or

nearby state. The average one-way distance

traveled for Leisure to Illinois is 246 miles in

2016, up over last year’s average of 229. Only

about 15% of Illinois Leisure visitors travel more

than 500 miles.

Illinois Origin States


Illinois 56.0%

Wisconsin 6.4%

Indiana 5.4%

Michigan 4.9%

Missouri 4.5%

Iowa 2.5%

.


Traveler Origin

Illinois: Chicago & Downstate

11

Where do visitors go in Illinois?

City of Chicago 44%

Chicagoland

Northern

Central

Western 56%

Southern

Southwest


41.8% 42.5% 42.5% 42.5% 42.5%

43.6% 44.3%

2010 2011 2012 2013 2014 2015 2016

% OF ILLINOIS LEISURE TRAVEL GOING TO CHICAGO

In 2016, Chicago share increased to slightly more

than 44% of Illinois Leisure travel. Downstate

leads in Leisure Day Trips while Chicago continues

to draw the majority of ONL Person-Stays. Illinoisans

provide about 35% of Chicago

Leisure this year, down only

slightly from last year’s five-year

high.

12

Who makes up the average Travel Party?

Leisure Party size is down in 2016 throughout

Illinois due to decreases in larger leisure travel

parties and increases in solo travel throughout the

state. In Chicago, solo travel (37%) has overtaken

M/F couples (34%) as the dominant travel party

composition. The city draws more one-adult

Leisure Travel Parties, than the average U.S.

destination.

One Male+One Female Travel Parties continue to

contribute the largest share (38%) of Illinois

Leisure Stays for the year ahead of solo travel,

however the gap is slowly closing. M/F parties

also represent the highest 3-year average spend

per stay at $464. The state’s “family” Travel

Parties, or parties with children present

decreased to 14%, it has been slowly decreasing

over the last four years from 20%.

LEISURE STAYS

Average Illinois Party Size

LEISURE STAYS

Party Composition

Illinois Travel Party Composition One Male+One Female

Parties are the most profitable Leisure

visitors by Party Composition

throughout Illinois. In Chicago, these

represent an average spend of $737 per stay

Three or More Adult Parties represent an

average spend of $771.

2.21

2.04 2.04 2.04

2.19 2.25

2.4

2.02

2.72

2.30

U.S. Illinois Chicago Downstate Comp Set

2016 2015



Solo Travelers make up 34% of Illinois Leisure Stays and an average spend per stay of $234

Two-Adult Parties are 44% of Illinois Leisure. These are predominantly (38%) One Man + One Woman parties

Three+ Adult Groups account for 7% of Illinois Leisure Stays

About 14% of Illinois’ Travel Parties include children. These parties spend an average of $382 per stay

Why do travelers visit Illinois?

Travel Purpose

Where do Illinois visitors stay?

Approximately 81% of the state’s Leisure visitors

travel for a non-vacation purpose, predominantly

to Visit a Friend or Relative (VFR). At 35%,

Illinois is just ahead of the U.S. average.

Getaway Weekends and General Vacations are

the most profitable trip purpose in Illinois, and

taken together, the Vacation Leisure brings in

33% of the state’s direct spending on leisure

travel and reliably provides about one-fifth of

the visitation year after year.

Hotel travel decreased slightly this year,

accounting for about 47% of Illinois’ Overnight

Leisure (ONL) Person-Stays. Paid accommodations

not in a hotel are increased from a steady 3% to

4% among ONL visitors in 2016. About 45% of

Illinois ONL visitors stay with friends/relatives,

well above the U.S. average at 35%.

13

21%

34% 14%

3% 4%

24%

Vacation Leisure

VFR

Special Event

Convention

Medical

Other

Non-Paid Lodging

Other

High End

Mid-Level

Economy

Paid Lodging

Illinois Travel Purpose

Illinois visitors staying in hotel have an

average party-per-stay spending of $1,003


Paid Non-Hotel

2016 OVERNIGHT LEISURE PERSON-STAYS

SHARE OF 2016 LEISURE PERSON-STAYS

Why do travelers visit Chicago?

Travel Purpose

Where do Chicago visitors stay?

Chicago’s Leisure Trip Purpose dedicated to

vacation travel decreased slightly to 27% this

year. Visiting a Friend or Relative (VFR) continues

to hold the largest share of Leisure travel for the

city, with the parties traveling for VFR providing

about 31% of the Leisure direct spending.

General Vacation visitors post the largest

average stay spending of $1,319 per Travel

Party, but Getaway Weekend visitors are

Chicago's most profitable visitor by purpose;

representing almost 10% more spending than

visitation.

Leisure visitors staying in any sort of paid

accommodation in Chicago remained steady at

57%. About 54% of Overnight Leisure (ONL)

visitors choose to stay in a hotel when in Chicago

with most (26%) selecting a high-end hotel. Paid

accommodations not in a hotel increased from 2%

to 3% among the city’s ONL visitors this year.

About 40% of Chicago’s visitors stay with

friends/relatives, consistent with last year.

14

29%

34%

16%

3% 3%

15% Vacation Leisure

VFR

Special Event

Convention

Medical

Other

Non-Paid Lodging

Other

High End

Mid-Level

Economy

Paid Lodging

Chicago Travel Purpose

Chicago Overnight Leisure parties who

choose to stay in hotels have an average party-

per-stay spending of $1,211


Paid Non-Hotel

2016 OVERNIGHT LEISURE PERSON-STAYS

SHARE OF 2016 LEISURE PERSON-STAYS

Traveler Activities

Top 5 Activities of Illinois Leisure Parties:

The Activity Index

1. VFR (38% of Leisure Stays)

2. Culinary (30% of Leisure Stays)

3. Shopping (27% of Leisure Stays)

4. Museums (12% of Leisure Stays)

5. Touring/Sightseeing (12% of Leisure Stays)

Illinois travelers historically show a strong preference

for cultural activities such as culinary/dining, attending

museums, and touring/sightseeing. In Illinois, Travel

Parties that participate in Museum Visits have an

average party-per-stay spending of $705 and account

for 24% of the state’s Trip-Dollar spending. Similarly,

the parties that engage in touring/sightseeing activities

during their stays drive 21% of the Illinois Leisure Trip-

Dollars and have an average party-per-stay spending

of $731.

What are Illinois’ standout activities?

15

238 224

190 170 163 155 154 153 151

140

Reu

nio

n/G

radu

ation

Wed

din

g

Tenn

is

Religio

us/Faith

B

ased

Co

nferen

ce

Zoo

/Aq

uariu

m

Bu

siness/W

ork

Festival/Fairs

Ho

liday

Celeb

ration

Mu

seum

s, Art

Exhib

its

Pro

fession

al Sp

orts Even

t

U.S. Activity Participation = 100 Not only is visiting

Museums a top 4 activity in Illinois, it is

51% more likely in Illinois than in the

average U.S. destination

2016 LEISURE STAYS

Traveler Activities

Top 5 Activities of Chicago Leisure Parties:

The Activity Index

1. VFR (42% of Leisure Stays)

2. Culinary Dining (37% of Leisure Stays)

3. Shopping (31% of Leisure Stays)

4. Museum Visits (20% of Leisure Stays)

5. Parks (national/state) (18% of Leisure Stays)

Chicago visitors focus on going out. Excluding VFR,

culinary/dining, shopping, museums, parks,

nightlife, and concerts round out the top activities

in the city. Parks (national/state) saw a significant

increase from 7% to 18%. Shopping remains a

mainstay of travel activities in the city. Museums

are an important and standout activity in Chicago

every year, with an average party-per-trip

spending of $811and accounting for 31% of

Leisure travel parties in 2016.

What are Chicago’s standout activities?

16

409 401

319

254 238 233 229 226 224

203

Wed

din

g

Reu

nio

n/G

radu

ation

Zoo

/Aq

uariu

m

Mu

seum

s, Art

Exhib

its

Co

ncerts,

Theatre, D

ance

Bu

siness/W

ork

Pro

fession

al Sp

orts Even

t

Nigh

tlife

Festival/Fair

Ho

liday

Celeb

ration

U.S. Activity Participation = 100

Chicago is a museum-oriented destination,

occurring at 2.5 times the U.S. incidence

2016 LEISURE STAYS

17

How do Visitors Rate their Experience?

Respondents are asked to rate their experience in

two key domains: Satisfaction and Value. Ratings

are on a 10-point scale, where 1 is low or ‘poor’

and 10 is ‘excellent’. Both Illinois and Chicago

track well on visitor satisfaction, with little change

year over year in this dimension. The state’s

average satisfaction score is 8.43 and it is 8.57

for Chicago this year.

LEISURE PERSON-STAYS (%)

1 1 1 2 1 0 21 21 23 22 24 21

77 78 76 76 76 79

2015 2016 2015 2016 2015 2016

1-3% 4-7% 8-10%

Value Ratings

LEISURE PERSON-STAYS (%)

Value ratings in Illinois and Chicago fell slightly in

2016. The visitor value ratings increased slightly

in the U.S. and Comp set but decreased in the

Illinois state, Chicago, and Downstate

geographies. About 74% of visitors in Downstate

provide a top-box score in the Value dimension

for 2016, compared to a 62% rating in high

value for the city; down from 66% in 2015.

Visitor Ratings

Satisfaction Ratings

2 2 3 2 4 2

27 26 27 30 30 35

71 72 70 68 66 62

2015 2016 2015 2016 2015 2016

1-3% 4-7% 8-10%


U.S. ILLINOIS CHICAGO

U.S. ILLINOIS CHICAGO

Chicago is slightly above the U.S. average in Satisfaction and lags

behind the typical destination in Value

18

Charts and Graphs

Illinois and Chicago Year-End 2016 Visitor Profile

U.S. Travel Segments

Chart 1 Segment: 2016 Total Volume (%)

22%

78%

57%

43%

35%

13%

87%

27%

73%

64%

13%

87%

27%

73%

64%

21%

79%

21%

79%

62%

Business Leisure Day Night Night Leisure

Stays Person-Stays Person-Days Direct Spending

19

VOLUME

Illinois Person-Stays Volume

Chart 3 in Millions

8.1 9.0 9.5 9.5 9.7 9.7 9.6

9.5 9.4 9.4 9.3 9.3 9.0 8.9

27.3 29.6 31.9 33.1 34.3 34.6 34.7

39.6

45.4 48.3

51.7 54.2 55.6 56.8

2010 2011 2012 2013 2014 2015 2016

Night Business Day Business Night Leisure Day Leisure

20

VOLUME

99.1 103.5

84.5

93.3

107.4 108.9 110.0

Chicago Person-Stays Volume

Chart 4 in Millions

6.1 6.8 7.2 7.2 7.5 7.9 8.0

4.0 3.8 3.7 3.7 3.6 3.7 3.8

14.7 16.3

18.0 18.7 19.5 20.6 21.0

13.4

15.5

16.1 17.4

18.1 18.7

19.5

2010 2011 2012 2013 2014 2015 2016

Night Business Day Business Night Leisure Day Leisure

21

VOLUME

42.4

47.0

38.1

45.0

48.7 51.0 52.4

Illinois Person-Stays Volume

Chart 5 % change

State of Illinois U.S.

11/10 12/11 13/12 14/13 15/14 16/15 16/15

Total 10.2% 6.1% 4.5% 3.8% 1.4% 1.0% 2.4%

Business 4.4% 2.6% -0.6% 1.3% -1.6% -1.3% -0.2%

Leisure 11.8% 7.0% 5.7% 4.3% 2.0% 1.4% 2.9%

Day 11.6% 5.2% 5.7% 4.1% 1.9% 1.6% 2.3%

Night 8.8% 7.4% 2.9% 3.3% 0.6% 0.0% 2.6%

Day Business -1.0% -0.6% -1.0% -0.2% -2.9% -1.2% -1.0%

Day Leisure 14.6% 6.4% 7.0% 4.9% 2.7% 2.1% 3.0%

Night Business 10.7% 5.9% -0.3% 2.8% -0.3% -1.5% 1.1%

Night Leisure 8.3% 7.8% 3.9% 3.5% 0.9% 0.4% 2.8%

22

VOLUME

Chicago Person-Stays Volume

Chart 6 % change

City of Chicago U.S.

11/10 12/11 13/12 14/13 15/14 16/15 16/15

Total 11.2% 6.2% 4.3% 3.7% 4.6% 2.7% 2.4%

Business 5.1% 3.3% -0.3% 1.8% 5.1% 1.5% -0.2%

Leisure 13.5% 7.1% 5.8% 4.3% 4.5% 3.1% 2.9%

Day 11.3% 2.5% 6.4% 3.2% 3.4% 3.6% 2.3%

Night 11.3% 9.2% 2.7% 4.2% 5.7% 2.0% 2.6%

Day Business -5.1% -2.8% -0.9% -1.4% 3.5% 1.6% -1.0%

Day Leisure 16.2% 3.9% 8.1% 4.1% 3.3% 4.0% 3.0%

Night Business 11.8% 6.7% 0.1% 3.4% 5.8% 1.4% 1.1%

Night Leisure 11.1% 10.2% 3.8% 4.5% 5.6% 2.2% 2.8%

23

VOLUME

Illinois Travel Segments


17

83

60

40

32

19

81

31

69

54

Business Leisure Day Overnight Overnight Leisure

Person-Stays Person-Days

24

MARKET SHARE

Chicago Travel Segments


23

77

44

56

40

25

75

19

81

59

Business Leisure Day Overnight Overnight Leisure


25

MARKET SHARE

Illinois: Five-Year Share of Total U.S. Leisure Travel

Chart 9 Segment: 2016 Leisure (%) Illinois N=3,001 household count

2.94 2.93 2.94 2.93 2.89 2.73 2.66 2.57 2.56 2.59

2012 2013 2014 2015 2016


26

MARKET SHARE

Chicago: Five-Year Share of Total U.S. Leisure Travel

Chart 10 Segment: 2016 Leisure (%) Chicago N=1,841 household count

1.25 1.25 1.25 1.28 1.28 1.50 1.46 1.36 1.34 1.36

2012 2013 2014 2015 2016


27

MARKET SHARE

Age Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 11 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count

24

26

33

21

23

37

37

39

34

37

39

37

28

45

41

U.S.

Illinois

Chicago

Downstate

IL Comp Set

18-34 years 35-54 years 55 + years

28

DEMOGRAPHICS

Average

49

48

44

50

49

Illinois Avg. Party per Stay Spending by Age

Chart 12 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count

367

319

412

361

Illinois 18-34 years 35-54 years 55+ years

29

DEMOGRAPHICS

Average Party per Trip Spending

Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation

types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

GLOSSARY

Illinois Age Comparison

Chart 13 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count

27

34

40

23

38 39

18-34 years 35-54 years 55+ years

Stays Based Trip-Dollars Based

30

DEMOGRAPHICS

Chicago Avg. Party per Stay Spending by Age

Chart 14 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count

31

DEMOGRAPHICS

Average Party per Trip Spending

Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation

types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

GLOSSARY

553

423

627 614

Chicago 18-34 years 35-54 years 55+ years

Chicago Age Comparison

Chart 15 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count

34 34 32

26

39 35

18-34 years 35-54 years 55+ years


32

DEMOGRAPHICS

Racial Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set


80

77

72

81

88

11

15

19

13

8

5

5

7

3

3

5

3

3

3

3

U.S. Leisure

Illinois

Chicago

Downstate

IL Comp Set

White Black Asian Other

33

DEMOGRAPHICS

Hispanic Ethnicity: U.S., Illinois, Chicago, Downstate, and Comp Set


4 6 9 7 13

96 94 91 93 87

IL Comp Set Downstate Chicago Illinois U.S.

Hispanic or Latino Non-Hispanic or Latino

34

DEMOGRAPHICS

Sexual Orientation: U.S., Illinois, Chicago, Downstate, and Comp Set


2

4

4

4

3

94

92

91

92

93

3

4

5

4

4

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Gay/Lesbian (GLBT) Heterosexual/ Straight Prefer Not to Answer

35

DEMOGRAPHICS

Distribution of Children in Household: U.S., Illinois, Chicago, Downstate, and Comp Set


65

72

66

69

65

16

12

15

13

15

21

17

22

19

21

12

9

13

10

13

IL Comp Set

Downstate

Chicago

Illinois

U.S.

No Children 5 years old or younger 6-12 years old 13-17 years old

36

DEMOGRAPHICS

Sum exceeds 100% due to multiple-children households.

GLOSSARY

Household Income Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set


31

34

34

34

31

20

22

13

18

19

17

12

13

13

16

18

19

21

20

19

13

13

19

16

15

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Under $50,000 $50,000 - $74,999 $75,000 - $99,999 $100,000-$149,999 $150,000+

37

DEMOGRAPHICS

Average

$92,469

$92,884

$99,913

$87,296

$90,082

Lifestage Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set


11

14

23

18

13

12

7

9

8

11

16

17

18

17

17

8

8

7

7

8

13

9

15

12

12

15

19

8

14

12

22

21

17

20

23

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

38

DEMOGRAPHICS

Illinois Avg. Party per Stay Spending by Lifestage


367

304

356 371

343

550

225

447

Illinois Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

39

DEMOGRAPHICS

Illinois Lifestage Comparison


19

8

19

7 9

15

21

16

8

19

6

13

9

26



40

DEMOGRAPHICS

Chicago Avg. Party per Stay Spending by Lifestage


41

DEMOGRAPHICS

580

386

538 551

490

857

387

711

Chicago Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

Chicago Lifestage Comparison


26

8

18

6

10 8

20 18

8

18

6

15

6

26



42

DEMOGRAPHICS

Traveler Generation Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set

25

23

36

28

26

29

28

31

30

29

39

39

28

34

36

8

10

5

8

8

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Millennials GenXers Boomers Silents & G.I.s

43

DEMOGRAPHICS


Illinois Avg. Party per Stay Spending by Generation


367

318

410

376 354

Illinois Millennials GenXers Boomers Silent & G.I.

44

DEMOGRAPHICS

Illinois Traveler Generation Comparison


27 26

38

9

23

30

39

8

Millennials GenXers Boomers Silent & G.I.


45

DEMOGRAPHICS

Chicago Avg. Party per Stay Spending by Generation


46

DEMOGRAPHICS

553

418

621 618

680

Chicago Millennials GenXers Boomers Silent & G.I.

Chicago Traveler Generation Comparison


35

28

32

6

26

31

36

7

Millennials GenXers Boomers Silents & G.I.s


47

DEMOGRAPHICS

LEGEND

Pacific 4.4%

Mountain 1.7%

West North Central 9.1%

West South Central 2.3%

East North Central 74.4%

East South Central 1.0%

New England 1.0%

Middle Atlantic 1.7%

South Atlantic 4.3%

CA

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC

TN

KY

IN

OH

NC

SD

KS

NE

MN

WI

IA

IL

MO

AR

MS

OK

ND

OR

NV

WA

AK

PA

ME

VA

NY

CT

WV

MD

NJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

Origin Divisions for Travel to Illinois

Chart 31 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count

48

TRIP ORIGIN

Top Origin States to Illinois


49

TRIP ORIGIN

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC

TN

KY

IN

OH

NC

SD

KS

NE

MN

WI

IA

IL

MO

AR

MS

OK

ND

OR

NV

WA

AK

ME

VA

NY

CT

WV

MD

NJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

CA

LEGEND

56.0% IL

6.4% WI

5.4% IN

4.9% MI

4.5% MO

2.5% IA

2.3% WA

1.7% OH

1.4% FL

1.4% TX

PA

CA

LEGEND

Pacific 8.5%

Mountain 3.1%

West North Central 9.3%

West South Central 3.4%

East North Central 64.3%

East South Central 1.1%

New England 1.8%

Middle Atlantic 2.7%

South Atlantic 5.8%

CA

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC

TN

KY

IN

OH

NC

SD

KS

NE

MN

WI

IA

IL

MO

AR

MS

OK

ND

OR

NV

WA

AK

PA

ME

VA

NY

CT

WV

MD

NJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

Origin Divisions for Travel to Chicago

Chart 33 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count

50

TRIP ORIGIN

Top Origin States to Chicago


51

TRIP ORIGIN

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC

TN

KY

IN

OH

NC

SD

KS

NE

MN

WI

IA

IL

MO

AR

MS

OK

ND

OR

NV

WA

AK

ME

VA

NY

CT

WV

MD

NJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

CA

LEGEND

35.2% IL

9.5% IN

9.0% WI 7.2% MI

4.1% CA

4.1% WA

3.5% MO

3.4% OH

2.8% IA

2.0% FL

PA

Top Origin DMAs for Leisure Travel (Rank Order by Illinois Person-Stays)


52

TRIP ORIGIN

U.S. ILLINOIS CHICAGO DOWNSTATE COMP SET

Chicago, IL 2.8% 40.4% 32.1% 47.1% 5.5%

St. Louis, MO 1.0% 6.7% 2.8% 9.8% 2.9%

Champaign & Springfield-Decatur, IL

0.3% 5.8% 1.1% 9.5% 0.3%

Milwaukee, WI 0.9% 4.4% 6.2% 3.0% 3.6%

Peoria-Bloomington, IL 0.2% 3.0% 1.8% 3.8% 0.2%

Detroit, MI 1.6% 2.9% 4.0% 2.4% 7.3%

Rockford, IL 0.1% 2.4% 1.2% 3.3% 0.3%

Indianapolis, IN 1.0% 2.3% 3.8% 1.1% 4.4%

Davenport-Rock Island-Moline, IL

0.3% 2.2% 2.5% 2.0% 1.4%

Yakima-Pasco-Richland-Kennewick, WA

0.2% 1.5% 3.4% 2.0% 1.4%

Top 10 Sum 8.4% 71.6% 58.9% 84.0% 27.3%

Top Origin DMAs for Chicago Leisure Travel


53

TRIP ORIGIN

U.S. CHICAGO

Chicago, IL 2.8% 32.1%

Milwaukee, WI 0.9% 6.2%

Indianapolis, IN 1.0% 4.1%

Detroit, MI 1.6% 3.6%

Yakima-Pasco-Richland-Kennewick, WA 0.2% 3.4%

St. Louis, MO 1.0% 2.8%

Los Angeles, CA 5.1% 2.6%

Davenport-Rock Island-Moline, IL 0.3% 2.5%

Grand Rapids-Kalamazoo-Battle Creek, MI

0.7% 2.4%

Peoria-Bloomington, IL 0.2% 1.8%

Top 10 Sum 13.8% 61.5%

Illinois Avg. Party per Stay Spending Top 10 Origin DMAs by Spend


314

334

361

538

589

590

592

602

741

741

367

St. Louis, MO

Davenport-Rock Island-Molina, IL

Milwaukee, WI

Cedar Rapids-Waterloo-Iowa City & Dubuque, IA

Minneapolis-St. Paul, MN


Indianapolis, IN

Detroit, MI

New York, NY

Los Angeles, CA

Illinois

54

TRIP ORIGIN

Chicago Avg. Party per Stay Spending Top 10 Origin DMAs by Spend


439

455

468

621

631

680

695

709

858

864

553

Peoria-Bloomington, IL

Milwaukee, WI

Davenport-Rock Island-Molina, IL

St. Louis, MO


Detroit, MI

Indianapolis, IN


Los Angeles, CA

New York, NY

Chicago

55

TRIP ORIGIN

Illinois Origin DMA Comparison


2.4

2.6

3.4

2

1.7

2.3

4

4.4

3.5

19.9

1.5

1.7

2

2.2

2.5

3.5

4

5.2

7

39.8


Indianapolis, IN

Detroit, MI

Davenport-Rock Island-Moline, IL

Rockford, IL


Milwaukee, WI

St. Louis, MO

Champaign & Springfield-Decatur, IL

Chicago, IL


56

TRIP ORIGIN

Chicago Origin DMA Comparison


3

1.7

3.5

3.1

3.1

3.2

3.1

4.1

4.3

13.9

1.9

2.2

2.3

2.3

2.5

2.8

2.8

3.3

5.4

32.7

Los Angeles, CA


New York, NY


Indianapolis, IN


St. Louis, MO

Detroit, MI

Milwaukee, WI

Chicago, IL


57

TRIP ORIGIN

Main Mode of Transportation: To Destination U.S., Illinois, Chicago, Downstate, and Comp Set


2

1

13

6

6

97

97

73

86

92

1

2

14

7

3

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Air Auto Other

58

TRANSPORTATION

Main Mode of Transportation: Within Destination U.S., Illinois, Chicago

Chart 42 Segment: 2016 Leisure Person-Stays(%) Illinois N = 3,001 household count Chicago N= 1,841 household count

13

10

5

53

67

77

10

8

12

6

4

1

8

5

1

2

1

1

9

6

1

Chicago

Illinois

U.S.

No Transportation Used/Walked Personal Vehicle Rental Vehicle Company/Work Vehicle

Taxi Rideshare Service (2016+) Bus Train/Subway

59

TRANSPORTATION

Travel Distance One-Way by Auto: U.S., Illinois, Chicago, Downstate, and Comp Set


57

72

40

60

52

29

19

35

25

28

6

3

7

4

7

8

7

18

11

12

IL Comp Set

Downstate

Chicago

Illinois

U.S.

100 miles or less 101-300 miles 301-500 miles 501+ miles

60

TRANSPORTATION

Travel Distance One-Way by Air: U.S., Illinois, Chicago, Downstate, and Comp Set


3

25

6

8

3

15

3

10

9

10

15

18

17

17

11

23

29

32

32

21

41

15

32

30

51

IL Comp Set

Downstate

Chicago

Illinois

U.S.

101-300 miles 301-500 miles 501-700 miles 701-1000 miles 1001+ miles

61

TRANSPORTATION

Illinois Month Trip Started


6 6

7 7

6

8

14

10

8

9

8

10

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

62

TRIP TIMING

Illinois Day of the Week Stay Started


12

7 7

12

14

20

34

SUN MON TUE WED THU FRI SAT

63

TRIP TIMING

Chicago Month Trip Started


5

7

5

7

6

9

18

12

8

7

8 8

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

64

TRIP TIMING

Chicago: Day of the Week Stay Started

Chart 48 Segment: 2016 Leisure Person-Stays (%) Chicago N= 1,841 household count

11

8

6

11

15

24

27

SUN MON TUE WED THU FRI SAT

65

TRIP TIMING

Trip Timing by Quarter: U.S., Illinois, Chicago, Downstate, and Comp Set


18

20

17

19

19

23

20

22

21

25

31

29

38

33

29

28

31

23

27

26

IL Comp Set

Downstate

Chicago

Illinois

U.S.

First Quarter Second Quarter Third Quarter Fourth Quarter

66

TRIP TIMING

Illinois Avg. Party per Stay Spending by Quarter


367

320

437

364 349

Illinois First Quarter Second Quarter Third Quarter Fourth Quarter

67

TRIP TIMING

Illinois Trip Timing Comparison by Quarter


19 21

33

27

16

25

33

26



68

TRIP TIMING

Chicago Avg. Party per Stay Spending by Quarter


553

479

680

474

619

Chicago First Quarter Second Quarter Third Quarter Fourth Quarter

69

TRIP TIMING

Chicago Trip Timing Comparison by Quarter


18

22

38

23

15

27

32

26



70

TRIP TIMING

Purpose of Stay Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set


9

3

15

9

10

4

1

4

3

8

9

8

8

8

11

33

36

34

35

32

13

15

16

16

12

3

2

4

3

3

4

3

3

3

4

1

1

1

1

1

23

31

15

24

20

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Getaway Weekend General Vacation (overnight) General Vacation (day)

Visit Friends/Relatives Special Events Convention/Show/Conference*

Medical/Health Care* Seminar/Class/Training* Other Personal

71

TRIP CHARACTERISTICS

Illinois Avg. Party per Stay Spending by Purpose of Stay


367

1,059

1,319

326

495 504

578

154

658

277

Getaway Weekend

General Vac. (Overnight)

General Vac. (Day)

Visit Friends/ Relatives

Special Events

Conven./ Show/Conference*

Medical/ Health Care*

Seminar/Class/ Training*

Other Personal

72


Illinois

Illinois Purpose of Stay Comparison


8

3

8

36

15

3 4

1

23

19

9

6

33

15

4

1 1

13

Getaway Weekend

(overnight)

General Vacation (overnight)

General Vacation (day)


Special Event Convention/ Show/

Conference

Medical/ Health Care

Seminar/Class/ Training

Other Leisure/ Personal


73


Chicago Avg. Party per Stay Spending by Purpose of Stay


553

1,059

1,319

326

495 504

578

154

658

277

Getaway Weekend

General Vac. (Overnight)

General Vac. (Day)


Special Events

Conven./ Show/Conference*


Seminar/Class/ Training*

Other Personal

74


Chicago

Chicago Purpose of Stay Comparison


13

5 7

34

17

4 3

1

16

24

12

4

31

15

4

1 1

8

Getaway Weekend

General Vacation (overnight)

General Vacation (day)


Special Events Convention/ Show/

Conference*


Seminar/ Class/ Training*

Other Personal


75


Travel Party Composition: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 59 Segment: 2016 Leisure Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count

28

32

37

34

29

43

42

34

38

41

6

6

6

6

7

6

6

7

7

8

16

14

15

14

16

IL Comp Set

Downstate

Chicago

Illinois

U.S.

One Adult Couples MM/FF Three or More Adults Children Present

76


Children Present

Is defined as one or more adults accompanied by one or more persons under age 18. The child does not necessarily live in the household.

MM/FF

Includes either two females or two males traveling together.

GLOSSARY

Average

2.21

2.04

2.04

2.04

2.19

Average Travel Party Size Overview: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 60 Segment: 2015/2016 Leisure Stays • Illinois N=3,001 household count • Chicago N=1,841 household count

2.25 2.4

2.02

2.72

2.30 2.21 2.04 2.04 2.04

2.19

U.S. Illinois Chicago Downstate IL Comp Set

2015 2016

77


Illinois Avg. Party per Stay Spending by Travel Party Composition


367

234

464

322

446

382

Illinois Leisure One Adult MF MM/FF Three or More Adults Children Present

78


Illinois Travel Party Comparison


32

38

7 7

16

41

32

6

9

17

One Adult MF MM/FF Three or More Adults Children Present


79


Chicago Avg. Party per Stay Spending by Travel Party Composition


553

338

737

449

771

570

Chicago One Adult MF MM/FF Three or More Adults Children Present

80


Chicago Travel Party Comparison


34 35

8 7

16

21

47

6

9

17

One Adult MF MM/FF Three or More Adults Children Present


81


Stay Length Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set


59

73

51

63

55

19

13

16

15

18

11

7

15

10

11

5

3

8

5

6

5

3

8

5

8

1

1

2

1

2

IL Comp Set

Downstate

Chicago

Illinois

U.S.

Day 1 Night 2 Nights 3 Nights 4-7 Nights 8+ Nights

82


Average Nights (ONL only – excludes Day)

2.69

2.55

2.61

2.47

2.32

Average Overnight Length of Stay Overview: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 66 Segment: 2015/2016 Leisure Stays • Illinois N=3,001 household count • Chicago N=1,841 household count

2.66

2.4 2.5

2.25 2.3

2.69 2.55 2.61

2.47 2.32

U.S. Illinois Chicago Downstate IL Comp Set

2015 2016

83


Illinois Avg. Party per Stay Spending by Stay Length


267

164

429

687

1,016 1,087

1,376

Illinois Leisure Day Trip 1 night 2 nights 3 nights 4-7 nights 8+ nights

84


Illinois Stay Length Comparison


61

16

11

5 5

1

28

17 20

14 16

5

Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights


85


Chicago Avg. Party per Stay Spending by Stay Length


553

198

584

852

1,194 1,296

1,426

Chicago Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights

86


Chicago Stay Length Comparison


49

17 15

8 8

2

18 18

23

18 20

4

Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights


87


Daily Spending Per Person by Category: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 71 Segment: 2016 Leisure Person-Days (%) • Illinois N=3,001 household count • Chicago N=1,841 household count

24

27

23

25

24

26

29

25

27

25

19

11

23

19

22

17

21

14

16

15

12

8

12

11

12

2

4

3

3

3

Comp Set

Downstate

Chicago

Illinois

U.S.

Transportation Food Lodging Shopping Entertainment Other Expenses

88


Average

(including Transportation)

$117

$114

$148

$76

$96

List of All DKSA Activities

89

ACTIVITY PARTICIPATION

DKSA 2016 ACTIVITIES

ATTRACTIONS Holiday Celebration Hunting

Amateur Sports Reunion/Graduation Fishing

Professional Sports Event Wedding Hiking

Gambling Funeral/Memorial Biking

Night Life Other Personal Celebration Tennis

Show: Boat, Car, Home LIBATION AND CULINARY Water Sports

Theme/Amusement/Water Park Culinary/Dining Experience Extreme Adventure Sports

Zoo/Aquarium Winery/Distillery/Brewery Snow/Winter Sports

CULTURE NATURE GENERAL

Concert, Theater, Dance Beach/Waterfront Shopping

Festival/Fairs Camping Real Estate (buy/sell)

Historic Sites Eco/Sustainable Travel Medical/Health/Doctor Visit

Museum, Art Exhibits, etc. Wildlife Viewing Service/Volunteerism/Charity

Movies Parks (National/State) Religious/Faith Based Event

Touring/Sightseeing OUTDOOR SPORTS Spa

FAMILY/LIFE EVENTS Boating/Sailing Other Activities (any)

Visit Friends/Relatives Golfing Business/Work

10% - Night Life

6% - Zoo/Aquarium

4% - Amateur Sports

4% - Professional Sports Event

3% - Gambling

3% - Show: Boat, Car, Home

2% - Theme/Water Park

Outdoor Sports (8%)

2% - Hiking

1% - Biking

1% - Boating/ Sailing

1% - Golfing

1% - Fishing

0% - Hunting

1% - Tennis

1% - Water Sports

0% - Extreme Adventure Sports

0% - Snow/Winter Sports

11% - Parks: National/ State

8% - Beach/ Waterfront

2% - Wildlife Viewing

1% - Camping

0% - Eco/Sustainable Travel

30% - Culinary/ Dining Experience

2% - Winery/ Distillery/ Brewery

12% - Museum, Art Exhibits, etc.

12% - Touring/Sightseeing

9% - Concert, Theater, Dance

8% - Festival/ Fairs

7% - Historic Sites

7% - Movies

38% - Visit Friends/ Relatives

9% - Holiday Celebration

5% - Reunion/ Graduation

4% - Wedding

2% - Funeral/ Memorial

10% - Other Personal

Illinois Activity Participation


Attraction

26% Culture

33%

Family/ Life Events

50%

Libation and

Culinary

30%

Nature

16% General

37%

27% - Shopping

6% - Medical/ Health/ Doctor Visit

1% - Business/Work

1% - Spa

0% - Real Estate: buy/ Sell

1% - Service/ Volunteerism/ Charity

4% - Religious/ Faith Based Event

3% - Other Activity

90


18% - Night Life

12% - Zoo/Aquarium

6% - Professional Sports Event

2% - Amateur Sports

3% - Show: Boat, Car, Home

1% - Gambling

2% - Theme/Water Park

Outdoor Sports (7%)

2% - Biking

1% - Hiking

1% - Boating/ Sailing

1% - Golfing

0% - Fishing

1% - Snow/Winter Sports

0% - Hunting

1% - Tennis

1% - Water Sports

0% - Extreme Adventure Sports

18% - Parks: National/ State

15% - Beach/ Waterfront

1% - Wildlife Viewing

0% - Eco/Sustainable Travel

0% - Camping

37% - Culinary/ Dining Experience

1% - Winery/ Distillery/ Brewery

20% - Museum, Art Exhibits, etc.

15% - Touring/Sightseeing

17% - Concert, Theater, Dance

12% - Festival/ Fairs

9% - Historic Sites

10% - Movies

42% - Visit Friends/ Relatives

12% - Holiday Celebration

8% - Reunion/ Graduation

7% - Wedding

2% - Funeral/ Memorial

12% - Other personal

Chicago Activity Participation


Attraction

32% Culture

46%

Family/ Life Events

54%

Libation and

Culinary

37%

Nature

24%

General

38%

31% - Shopping

8% - Medical/ Health/ Doctor Visit

2% - Business/Work

1% - Spa

0% - Real Estate: buy/ Sell

0% - Service/ Volunteerism/ Charity

2% - Religious/ Faith Based Event

1% - Other Activity

91


Top Leisure Visitor Activities at the Destination (Rank Order by Illinois – gray percentage indicates not in Top 10)


• Entertainment These activities are based on minimum spending levels : Entertainment (>$10), Dining (>$20),

Shopping (>$20). All other activity incidence is based on activities selected from a list.

92


U.S. ILLINOIS CHICAGO DOWNSTATE COMP SET

Visit Friends/Relatives (general visit)

32% 38% 42% 34% 32%

Culinary/Dining Experience 27% 31% 37% 24% 24%

Shopping 26% 27% 31% 24% 26%

Museums, Art Exhibits etc. 8% 12% 20% 5% 7%

Touring/Sightseeing 11% 12% 15% 8% 8%

Parks (national/state, etc.) 10% 11% 18% 5% 7%

Nightlife (bar, nightclub, etc.) 8% 10% 18% 4% 6%

Other Personal Celebrations 7% 10% 12% 8% 7%

Holiday Celebration 6% 9% 12% 7% 6%

Concerts, Theatre, Dance, etc. 7% 9% 17% 3% 6%

Beach/Waterfront 13% 8% 15% 3% 7%

Festival/Fairs (state, craft, etc.) 5% 8% 12% 5% 5%

Historic Sites 9% 7% 9% 5% 6%

Movies 5% 7% 20% 4% 4%

Zoo/Aquarium 4% 6% 12% 1% 4%

Illinois Activity Index

Chart 75 Segment: 2016 Leisure Stays Illinois N=3,001 household count

238 224

190

170 163

155 154 153 151 140

Reu

nio

n/G

radu

atio

n

We

dd

ing

Ten

nis

Religio

us/Faith

B

ased

Co

nferen

ce

Zoo

/Aq

uariu

m

Bu

siness/W

ork

Festival/Fairs (state, craft,

etc.)

Ho

liday

Celeb

ration

Mu

seum

s, Art

Exhib

its, etc.

Pro

fession

al Sp

orts Even

t

93


The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Illinois are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.


Illinois Avg. Party per Stay Spending by Activities


367

1,035

815

746 731 727 705 698 653 648 636

94


Illinois Activity Comparison


14

8

13

10

14

16

21

24

43

43

36

7

7

8

9

9

10

11

12

28

30

35

Historic Sites

Holiday Celebration (Thanksgiving, July 4th etc.)

Parks (national/state, etc.)

Other Personal Celebrations

Concerts/Theatre/Dance etc.

Nightlife (bar, nightclub, etc.)

Touring/Sightseeing

Museums, Art Exhibits etc.

Shopping

Culinary/Dining Experience (2011+)

Visit Friends/Relatives (general visit)


95


Chicago Activity Index

Chart 78 Segment: 2016 Leisure Stays Chicago N=1,841 household count

409 401

319

254 238 233 229 226 224

203

We

dd

ing

Reu

nio

n/G

radu

atio

n

Zoo

/Aq

uariu

m

Mu

seum

s, Art

Exhib

its, etc.

Co

ncerts,

Theatre, D

ance

Bu

siness/W

ork

Pro

fession

al Sp

orts Even

t

Nigh

tlife (bar,

nigh

tclub

, etc.)

Festival/Fairs (state, craft,

etc.)

Ho

liday

Celeb

ration

96


The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Chicago are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.


Chicago Avg. Party per Stay Spending by Activities


553

1,275 1,246 1,216

1,104 1,097 1,067

1,022 988 966 965

869 862 822

97


Chicago Activity Comparison


17

11

14

15

15

27

19

21

31

44

48

36

9

10

11

11

12

15

16

17

21

30

36

38

Historic Sites

Other Personal Celebration

Zoo/Aquarium

Beach/Waterfront

Parks (national/state, etc.)

Touring/Sightseeing

Concerts/Theatre/Dance etc.

Nightlife (bar, nightclub, etc.)

Museums, Art Exhibits etc.

Shopping (2011+)

Culinary/Dining Experience (2011+)

Visit Friends/Relatives (general visit) (2011+)


98


Accommodation Type: U.S., Illinois, Chicago, Downstate, and Comp Set

Chart 81 Segment: 2016 Overnight Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count

50

36

54

47

49

8

5

3

4

11

42

59

43

49

40

IL Comp Set Leisure

Downstate Leisure

Chicago Leisure

Illinois Leisure

U.S. Leisure

Hotel Other Paid Non-Paid All Other

99

ACCOMMODATION

Illinois Avg. Party per Stay Spending by Accommodation Type

Chart 82 Segment: 2014-2016 Overnight Leisure Stays ($) Illinois N=9,230 household count

367

1,003

728

462

201

Illinois Hotel Other Paid Non-Paid All Other

100

ACCOMMODATION

Illinois Accommodation Type Comparison

Chart 83 Segment: 2014-2016 Overnight Leisure ($) Illinois N = 9,230 household count

44

3

51

1

63

3

34

0



101

ACCOMMODATION

Chicago Avg. Party per Stay Spending by Accommodation Type

Chart 84 Segment: 2014-2016 Overnight Leisure Stays ($) Chicago N=5,518 household count

553

1,211

983

579

0

Chicago Hotel Other Paid Non-Paid All Other

102

ACCOMMODATION

Chicago Accommodation Type Comparison

Chart 85 Segment: 2014-2016 Overnight Leisure ($) Chicago N=5,518 household count

51

2

47

0

68

2

30

0



103

ACCOMMODATION

Visitor Ratings


104

PERFORMANCE RATINGS

50

55

60

65

70

75

80

85

50 55 60 65 70 75 80 85

Excellent Satisfaction (8-10)

Excellen

t V

alu

e (

8-1

0)

Data Year:

2016

2015

Comp Set

Illinois

Illinois

U.S. U.S.

Comp set

Chicago

Downstate

Downstate

Chicago

Low Satisfaction

Low Value

High Satisfaction

High Value

Low Satisfaction

High Value

High Satisfaction

Low Value

105

The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The

smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the

population. Percentage Findings in Report or Data Tables as follows:

Statistical References

Confidence Interval

The chart below compares two proportions from different samples for statistical significance.

Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the

Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting

Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the

resulting Z score is lower, there is no significant difference.

(p1 - p2)

√(P *((1-P) / N1)) + (P *((1-P) / N2))

Significance Testing

Example:

If the car travel finding for the

U.S. is 92% and the sample size

is 58,071, using the chart, we can

say that at the 90% level of

confidence the proportion ranges

between 91.8% and 92.2%.

Example:

If the Auto travel (NET) finding for

Illinois is 87% in previous time

period and 85% in current time

period, using the chart, we can

say that the actual proportion

change is statistically significant

since the resulting Z score (-2.28)

is larger than the table Z score

(1.64).

Leisure Travel Sample Size

for 2016 At or near 2% or 98%

At or near 5% or 95%



At or near 50%

U.S. 57,177 0.1% 0.1% 0.2% 0.3% 0.3%

Illinois 3,001 0.3% 0.6% 0.8% 1.1% 1.5%

Chicago 1,841 0.4% 0.7% 1.0% 1.5% 1.9%

Downstate 1,351 0.4% 0.8% 1.2% 1.7% 2.2%

Comp Set 11,571 0.1% 0.3% 0.4% 0.6% 0.7%

Data Input Sample 1 Sample 2 Resulting Z Score Z score Confidence Level

Proportion 85.0% 87.0% (+/-) 1.96 95%

Sample Size (n) 3,001 3231 -2.28 (+/-) 1.64 90%

Z =

DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study

measuring the travel behavior of US residents. An average of 50,000

distinct U.S. households monthly and has done so since 1991. DKSA is able to

provide current behavior and long term trended analyses on a wide range

of travel.

DKSA data are collected using an online methodology employing

KnowledgePanel®, an address based sample panel offered by GfK. The

sample is drawn as a national probability sample and returns are balanced

to ensure representation of the U.S. population according to the most recent

U.S. Census. Key factors used for balancing are Origin State, Age, Income,

Education, Gender, Ethnicity/race and return rates. The Knowledge

Networks sample is used to create benchmark weights which are applied to

surveys returned from other managed panels used by DKSA.

Both traveling and non-traveling households are surveyed each month

enabling DKSA to generate the best estimate of travel incidence (volume)

within the total U.S. population. Among those who have traveled (overnight

in the past three months, and daytrips in the past month) details of their

trip(s) are recorded for each month. This overlapping, repeating monthly

approach boosts the observed number of trips for each travel month and

controls for seasonality and telescoping biases.

"Travel" is defined as either an overnight trip defined as going

someplace, staying overnight and then returning home or as a day trip

defined as a place away from home and back in the same day.

Respondents report travel behavior for each stay of each trip; an approach

that enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel

to destinations at a city level, hotel stayed in, purpose of stay and activities,

expenditures, mode of transportation, party composition, length of stay,

travel agent and group tour usage, satisfaction and value ratings, and

demographics, including origin markets.

Several questions are asked as open-ends to ensure that the responses

are not influenced by a pre-listed set of response categories. Each

respondent identifies the actual destination visited with an open-end

response. This is particularly significant for obtaining accurate data for

smaller cities and counties and representing total travel. This increases time

and expense to accurately capture these responses but quality requires it.

Extensive coding lists are updated regularly to ensure that all data is

recorded accurately. DKSA’s Quality control committee conducts bi-monthly

meetings to review survey results and examine methods to maintain and

improve quality control.

106

About DKSA

D.K. Shifflet & Associates Ltd. is the leading U.S. consumer travel

research firm. DKSA is located in McLean, VA providing the

Industry’s most complete consumer based travel data on U.S.

residents and their travel worldwide. Our clients include

destination marketing organizations, theme parks, credit cards,

auto clubs, hotel chains and more.

Research Methodology

2016 leisure visitor profile for the state … generation boomer boomer millennial boomer boomer ......

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