colorado tourism report

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ColoradoTravel Year 2011

Online Report

June, 2012


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Table of Contents

PageBackground and Purpose 3Method 5

Highlights & Conclusions 7Key Findings 14Detailed Findings 48

Size & Structure of the U.S. Travel Market 49Size & Structure of Colorados Travel Market 53The Competitive Environment 72Travel and Tourism Spending in Colorado 802011 Leisure Travel Profile 99

Sources of Leisure Travel Business 100

Visitor Profile 111Trip Characteristics 131Profiles of Colorados Key Travel Segments 160


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3

Background and Purpose

! Longwoods International was engaged by the Colorado Tourism Office toconduct a program of visitor research for the 2011 travel year.

!The purposes of the visitor research were to:! provide data on the size of Colorados travel market and the volume of

expenditures it generates

! provide intelligence on:! the competitive environment! Colorados key sources of business! the Colorado traveler profile! trip characteristics

! trip planning, transportation, accommodations, dining, sports, recreation,sightseeing, entertainment, etc.

! Colorados product delivery in terms of over 70 destination attributes


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4

Background and Purpose

! Throughout this report we emphasize leisure travel to the state,especially the ski trips, touring trips and outdoors trips that areColorados largest vacation travel segments.

! Since 2007, day trips have been included in the reporting on alimited basis. Information on day trip visitor volume, expendituresand demographics is provided. Nonetheless, the primary focus ofthe study remains on overnight travel.

! Where appropriate, comparisons are made with data fromprevious research.

! In addition, U.S. travel norms are provided to put the data forColorado in perspective.


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Method

! Overview! The Visitor Study consists of quarterly random samples drawn from the

MarketTools online consumer panel which comprises 5,000,000 U.S.

households recruited to match population characteristics (parameters includesex, age, income, household size/composition, and geographics, withincensus division). The panel is continuously refreshed to maintain thisbalance.

! For this study, to achieve as close to a representative sample aspossible, a random sample of respondents is drawn each quarter

! Panelists are not paid per se, but provided with points which they can redeemfor a selection of goods and services.

! MarketTools has established guidelines to minimize over-participation ofrespondents in surveys through the course of a year, including prohibition ofmore than one travel-related survey (or any other category) in a 12-monthperiod. And the panel is refreshed with new respondents on a continual basis,with a general estimate of 100% refreshment over a two year period.

! Participants in Longwoods surveys are not pre-notified that they will be askedto complete a travel-related survey.

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Method

! Visitor Research! A representative sample of Colorado visitors was identified through Travel

USA, Longwoods annual syndicated survey of the U.S. travel market.

! Travel USA contacts 2 million U.S. households annually.! The respondents are members of the MarketTools consumer online panel

which is balanced statistically to be representative of the U.S. onlinepopulation in terms of key demographic characteristics:

! because the online population differs in some respects from the general population,we draw samples based on general population characteristics and weight final datato Census data on various demographics, including age, gender, income,household composition and population density

! Travel USA is conducted quarterly and the travel patterns of a randomlyselected sample of adult (18+) panel members are identified.

!From these quarterly studies we identified 2,797 Colorado overnight visitors In2011, who completed a survey about their trip.

! For a sample of this size, the error range within the sample at the 95% confidencelevel is + / 2.0 , based on statistical probability. When comparing results on ayear-to-year basis, the interval is + / 2.8%,

! Travel USA also identified and surveyed 1,249 Colorado day visitors in2011.

! Colorados overnight visitor numbers are tracked to a baseline established in1992 using the annual rate of change in market share data (i.e., Coloradosshare of all U.S. trips, projected to the U.S. population)


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Highlights & Conclusions


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! For the second year in a row, U.S. travel has continued its rebound fromthe downturns of 2008 and 2009.

! Travel volume grew by 3% overall in 2011, mainly reflecting a 4%increase in visits to friends and relatives and a 3% improvement inbusiness travel.

! The recovery still seems hesitant as both of these increases are lowerthan what we saw in 2010, and discretionary leisure trips, i.e., the oneswhere consumers actually choose their destination and thus can beconsidered marketable, grew by only 1%.

! At the same time, we see hopeful signs in a return to growth for some ofthe higher budget trip types like city trips, country resort trips and themepark trips.

! Although other leisure trip purpose segments did not grow in 2011, thegood news was that they mainly stayed flat or declined only slightly awelcome change versus the sharp declines of prior years.

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! The year 2011 was one of mixed results for Colorado in terms of visitor volume.! Although total overnight trip numbers remained the same as the year earlier, the total

of 28.9 million trips still stands as the record for visitors in a single year.

! The number of visitors coming to Colorado on marketable leisure trips and businesstrips rose by 4%:

! And at 14.3 million, the number of marketable leisure visitors set a new record.! However, the counterbalance, and the reason for a flat overall picture, was a drop of

6% in the number of people coming to the state to visit friends and relatives.

! In 2011, Colorado welcomed more people on outdoors, special event, mountainresort and casino trips. Volumes of ski and city trips declined, while touring trips andcombined business-leisure travel were flat.

! As marketable leisure travel to Colorado rose at a greater rate than this type of travelnationwide, Colorados overall share of marketable trips rose from 2.6% to 2.7%.

! Colorado continued to lead all states in the competitive overnight ski travel market,garnering just under 19% of all trips in 2011.

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! Overnight visitors expenditures rose by 6% in 2011 to $9.4 billion, led bytourists who spent 7% more than in 2010:

!The expenditures of people visiting Colorado on marketable trips reached$5.3 billion, 5% more than in 2010

! A 7% increase in the spending of people visiting friends and relatives broughttotal expenditures for that segment to $3.0 billion for the year

! There was also a 1% increase in spending by business visitors.! The rise in spending benefited all five of the main business sectors

affected by travel and tourism.

! Expenditures on transportation rose the most, gaining 13%, and spending onlodging rose 7%.

! Retail purchases by travelers increased 4% in 2011, while spending on food/beverage and on recreation, sightseeing and attractions each grew by 3%.

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! Following several years of declines in the proportion of leisurevisitors visiting from out-of-state, the level stabilized in 2011, and

we see some instances of shifts towards more inbound travel,most notably in the key ski trip segment.

! The number of day trips to and within the state rose by 10% in2011 to 28.9 million trips.

! And there was a 4% improvement in overall spending on thosetrips daytrippers spent a total of $1.4 billion in the state, up from

$1.3 billion a year earlier.

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! In summary, 2011 was, on balance, a good year for travel and tourism inColorado:

!On the leisure side, balancing out a downturn in VFR travel, growth inmarketable trips and market share in this segment can be attributed in part tothe positive effects of maintaining a substantial budget for promoting the state,and the effectiveness of the CTOs marketing efforts using those dollars.

! Business travel continued to rebound! Consumers seem to be leading the way in terms of increasing what they

spend on travel to Colorado

! All of these indicators argue for continued strong support for funding of theCTO and its marketing programs.! In terms of marketing focus and segmentation, the research clearly shows

that the top segments of interest, value and opportunity for Coloradocontinue to be skiers in winter and touring vacationers in summer.

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! The challenges in marketing Colorado to skiers include their low incidence, plus thefact that they are very resort-focused, i.e., they dont do much beyond skiing. Inaddition, our earlier research on Colorados image as a ski destination suggests that

image is not an issue Colorado is the platinum standard. Therefore, the focus forthe CTO in winter advertising should be on ensuring Colorado remains top-of-mind,and ultimately on helping to close the sale, since the state is a relatively long-hauldestination.

! For spring/summer marketing, touring vacationers remain the logical choice aroundwhom to focus targeting and messaging. With their relatively high vacation budgetsand interest in a broad spectrum of experiences, from urban pursuits to nature andthe outdoors, touring vacationers are the segment most likely to bring the benefits of

tourism to every part of the state. In order to maximize the potential of this segment(right now, they are not staying very long in the state), the CTO needs to ensure thatthese travelers become more familiar with the broad range of urban and ruralattractions and activities available to them. In addition, it is worthwhile consideringthe development and promotion of groupings/packages of similar product, drivingroutes, etc. that simplify way-finding for vacationers and encourage them to staylonger.

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Key Findings


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National Trends in Tourism

! Following the economic belt-tightening of 2008 and 2009, leisuretravel nationwide in 2011 continued the upward momentum of

2010 and recovered some more of the ground lost during therecession:

! nationally, visits to friends and relatives rose by 3% versus 2010! There was a 1% increase in overnight marketable leisure trips, i.e.,

the discretionary leisure trips most subject to influence by marketingand promotional activity

! Business travel also continued its national rebound in 2011,growing by 3%, and adding to the gain of the previous year:

! Though still remaining 30% below the last peak in this type of travelrecorded in 2000 and 2001

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National Trends in Tourism

! Looking at the marketable leisure trip segments of interest to Colorado,we observe the following trends:

! The market for ski trips across the country continued to contract, dropping 4%in 2011 likely the result of a late Easter and warm early winter weather in the

Northeast in the latter part of the year

! Special event travel slipped 2%, while outdoor and casino trips dropped 1%over the year

! Gas prices started rising again, so we see that touring trips remained flat on ayear-to-year basis

! A great deal of the gains in marketable travel were due to sharp increases incity trips and country resort trips, both of which were hit hard during the

economic downturn:

! Both were up 11% in 2011! And there were upticks in theme park vacations (4% higher) and combined

business-leisure trips (up 1%).

! All of these gains were among the types of travel with typically higher thanaverage spending, which suggests that spending belts may be loosening, andpent-up demand being released. 16


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Colorado Travel in 2011

! Travel to Colorado on overnight trips in 2011 remained flat at theprevious years record of 28.9 million visitors, reflecting mixed

results across the major travel segments.! On the positive side:

! Marketable trips grew by 4% to 14.3 million visits, setting a newrecord.

! Business travel increased at the same rate.! However, after setting a record in 2010, the number of trips to visit

friends and relatives in Colorado softened by 6% to 11.0 millionvisits over the year.

! Day travel to and within Colorado continued to improve, rising by10% to 28.9 million trips in 2011.

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Colorados Key Segments

! Colorado welcomed the following number of visitors in each of the statescore marketable overnight travel segments:

2010 2011

! Touring trips 3,060,000 3,120,000 ! Outdoor trips 2,680,000 2,890,000 ! Special event trips 2,000,000 2,140,000 ! Ski trips 1,470,000 1,330,000 ! Combined business-leisure trips 1,440,000 1,440,000! City trips 1,190,000 1,080,000 ! Casino 910,000 1,090,000 ! Country resort trips 630,000 770,000


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! On a year-to-year basis, Colorado recorded the following changesin the various segments shown above:

! By and large Colorado moved opposite to national trends, postinggains in the outdoors, touring, special event, and casino segmentsin 2011. Country resort trips also rose as they did nationwide.

! Conversely, while the country as a whole experienced an increase incity and business-leisure trips, city trips to Colorado dipped slightly

and business-leisure travel was flat.

!Overnight ski trips were also down. At the same time it should bepointed out that the incidence of skiing while on a Colorado trip,regardless of main trip purpose remained constant at approximately8% in 2011.

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! Longer term trends in these segments are as follows:! The national ski market last peaked in the 2006-2008 period, with consistent

decline since then. The year-over-year declines in overnight ski visitorvolumes for Colorado are consistent with this trend.

! Although the volume of touring trips nationwide flattened out in 2011, touringtrips to Colorado have increased for the past three years, setting a new recordin 2011 of over 3.1 million visitors.

! Although there seems to be a nationwide resurgence in city trips just in thepast year, Colorado peaked in this segment in 2009 and has seen adownward trend since then.

! In the past few years, outdoor trips across the country increased as peoplesought to save money on travel. This type of travel leveled off nationally in2011 as people shifted to other types of more urban vacations. In contrast,outdoor trips to Colorado have grown steadily over the past two years, risingto a record level in 2011.

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! Longer term segment trends (contd):! Despite a nationwide uptick in 2011 for resort trips, the longer-term trend

seems to be fairly flat. Nonetheless, Colorado continues to add visitors in thissegment, more than doubling visitor numbers in this segment over the past 5years or so.

! After several years of plateau, special event travel on a national basis fell inboth 2010 and 2011. The longer term trend for Colorado appears to be fairlysteady despite small annual shifts up and down.

! The longer term trend for casino trips nationally has been relatively flat forseveral years, likely a reflection of the economic situation. Despite the broad

national picture, this segment continues to grow strongly in Colorado.! The trends in combined business-leisure trips for both the nation and

Colorado continue to be quite flat over the long term. A slight improvement atthe national level in 2011 may signal a potential return to growth in thissegment as the economy improves and demand increases.

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Market Share

! Colorados overnight marketable trips rose 4% year over year, while thistype of travel increased 1% on a national basis. As a consequenceColorado increased its overall share of the national market for thisdiscretionary type of travel to 2.7%:

! In 2011, Colorado gained a ranking of 16th among the 50 states as adestination for marketable leisure trips, up from 17th the prior year

! Colorados share of overnight touring trips rose to 3.5%, the same as aprior peak in 2007. Colorado ranked 11th among the states as a touringdestination in 2011 .

! Colorados share of outdoor trips increased to 3.9% which ranked it 9thamong the states for this type of travel.

! In 2011, Colorado retained its number one ranking for ski trips across thecountry with an 18.6% share, which was down somewhat from 2010(20%). Close-to-home ski destinations in the East picked up share fromlong haul destinations like Colorado.

! These pleasure and business travel volume estimates are based on tripstaken by individuals 18 years of age or older, and include 11.7 million tripsby residents of Colorado.

! Colorado had a 2.0% share of day trips nationwide in 2011.


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Expenditures

! Total spending by domestic visitors to Colorado amounted to $10.76billion in 2011, 6% more than the $10.15 billion spent in 2010.

! Overnight visitors expenditures increased with their numbers, rising by6% to $9.4 billion in 2011.

! Spending improved among both leisure and business visitors:! The expenditures of people visiting Colorado on marketable trips topped $5.3

billion, 5% more than in 2010

! A 7% increase in the spending of people visiting friends and relatives broughttotal expenditures for that segment to $3.0 billion for the year

! And business travelers spent $1.1 billion in the state, a 1% increase over theprior year.

! Day visitors spending rose to $1.38 billion in 2011, a 4% increase over2010.

! Colorado residents, the majority (83%) of day visitors, accounted for 80% ofday visitors expenditures in the state


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Expenditures

! The increase in spending by overnight visitors benefited all of the fivemain business sectors affected by travel and tourism.

!Expenditures on transportation rose the most, gaining 13% to reach $2.15billion in 2011, a reflection of higher car rental rates and gas prices.

! And spending on lodging rose 7% to $2.65 billion, a function of higheroccupancy levels and increased room rates.

! Expenditures on food and beverage improved by 3% to $1.84 billion! Spending on recreation, sightseeing and attractions grew by a similar

amount (3%) to $1.46 billion.! And retail purchases by travelers increased 4% to $1.29 billion in 2011.

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Expenditures

! People staying in commercial accommodations when traveling in 2011tended to spend more on things apart from lodging than those staying withfriends/relatives or in other types of accommodations, and this also

applied to Colorado visitors:! in 2010, those staying in commercial lodging accounted for 68% of all travel

spending in the state

! people staying in private homes and vacation properties contributed 23% of alltravel expenditures

! 5% was spent by people staying in private or public campgrounds! The remaining 3% was contributed by people staying in other types of

accommodations

! People visiting Colorado in 2011 on marketable leisure trips spent, onaverage, $370 per person in the state over the course of their trip. Incomparison, the typical business visitor spent $299, and a person on aVFR trip spent an average of only $271.

! The most valuable among the marketable trip segments were people on skitrips spending $1001 per capita, followed by country resort visitors ($427),touring vacationers ($371), and people on city trips ($341)


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Expenditures

! Colorado visitors on business-leisure and special event trips spent $322 and$303 per person, respectively, while people on outdoor trips ($286) andcasino trips ($163) were the most economical in their spending

! As we observed in prior years, the per capita expenditures of Coloradovacationers in both marketable and VFR segments were higher than theirrespective national averages:

! However, business travelers to Colorado in 2011 spent somewhat lessthan the norm for destinations ($299 in Colorado vs. $349 on a nationalbasis).

! In 2011, the average expenditures of Colorado day visitors were alsosomewhat lower than the national average ($48 vs. $56).

! The higher leisure visitor spending in 2011 kept the inflation-adjusted totalat parity with the 1992 benchmark.

! After regaining some ground lost against the benchmark as lately as2008, subsequent declines in spending and increasing inflation have leftbusiness traveler spending at a substantial disadvantage to thisbenchmark. 26


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Sources of Business

! In 2011 the West, consisting of the Mountain, West North Central andWest South Central census regions, continued to provide the majority ofColorados tourists:

! 71% of all overnight leisure trips originated in this broad region in 2011! Colorado itself remained the top provider of vacationers:

! Contributing 41% of overnight leisure travelers about the same level as in2010

! California and Texas continued to be the top out-of-state markets forovernight Colorado vacations, followed by:

! Arizona!

New Mexico! Illinois! Kansas! New York! Florida! Nebraska! Utah


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Sources of Business

! In 2011, 1 in 10 Colorado overnight tourists originated from the Pacificregion, with somewhat fewer coming from the South and Midwest.

! Only 1 in 20 vacationers visited Colorado from the Northeast.! The top urban areas generating Colorados overnight tourists in 2011were:

! Denver! Colorado Springs Pueblo! Albuquerque Santa Fe! Grand Junction - Montrose! Phoenix! Los Angeles! Dallas Ft. Worth! Chicago! Salt Lake City! New York City

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Sources of Business

! A very high proportion (83%) of Colorado day trips in 2011 originatedwithin the state itself, similar to what we found in 2010 (83%).

! Most of the remaining day trippers visited from neighboring states such asWyoming, New Mexico, Utah, and Nebraska.

! The list of states providing day visitors also includes more distant placessuch as California and Texas, whose residents included Colorado on aday trip from a neighboring state or while passing through the region on alonger trip.

! The top urban sources of Colorado day trips in 2011 were the larger in-state urban centers of Denver, Colorado Springs/Pueblo and Grand

Junction/Montrose with the main regional out-of-state markets beingAlbuquerque/Santa Fe, Phoenix, Cheyenne/Scottsbluff and Salt LakeCity:

! Other long haul markets made the top ten list (e.g., LA, Houston, Chicago,etc.), simply because of their size, but they should not be regarded as primarytargets for marketing of day travel


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Colorados Overnight LeisureTravel Profile

! Colorados overnight leisure visitors in 2011 were demographically verysimilar to vacationers nationwide in a number of respects:

! average age of 46! almost two-thirds are married! 4 in 10 have kids/teens living at home! over half have a college degree

! There were just a few slight skews Colorado overnight vacationers in2011 were:

! split fairly evenly by gender vs. a slight female skew nationally! living in smaller households! slightly lower household income


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Colorados Day Trip Profile

! In 2011, people taking day trips to or within Colorado resembleddaytrippers nationally in terms of:

! gender, i.e. skewed slightly female! marital status a majority are married! presence of children in the household! Income! employment! education

! People on Colorado day trips had the following differencescompared to the norm:

! age average of 45 years old, slightly younger than the norm of 46! slightly smaller households


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Overnight Leisure Trip Characteristics

! Using the internet for trip planning is more prevalent among Colorado leisure visitorsthan it is among U.S. vacationers in general

! Half of Colorado visitors indicated they used the internet to help plan their trip 2011 trip,and to actually make a booking, compared to only 4 in 10 of their counterparts going to the

typical destination

! Usage of the internet for these purposes for both Colorado and the U.S. in general appearsto have plateaued

! In the Longwoods Travel USA survey in 2010, we added a series of questionsabout usage of social media to help plan and converse about travel. The questionswere not trip-specific, but rather about usage in the past 3 months:

! Our on-going research for other destinations has shown that use of social media for/onspecific trips is still very low, i.e., less than 5% using social media sites, phone apps, etc, so

in order to make incidence numbers more meaningful, we made the time frame for thequestions broader than just a single trip

! In 2011, just under half (48%) of Colorado leisure visitors and American vacationersin general indicated that they engaged in some travel-related activity via social media(a list of 14 common activities was provided), up slightly from 2010 (44%).

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! The most common uses for social media in the past 3 months in this generalcontext in 2011 for both Colorado vacationers and those visiting the averagedestination were:

! Using a smartphone while traveling (no specific purpose was specified) this hasincreased sharply since a year ago from 1 in 10 to 1 in 6 vacationers

! Posting travel photos and videos on social media websites! Reading travel reviews! Looking at other peoples travel photos

! As was the case in 2010, relatively few people get more involved or seek out specificinformation, such as:

! Learning about travel deals/promotions! Seeking out or giving travel advice via social networking! Reading/writing a travel blog or contributing travel reviews! Subscribing to a travel newsletter! Connecting with others interested in travel! Following a destination on Facebook/Twitter! Tweeting about a trip

! However, for most of these activities, the general directional trend seems to betowards slightly increased usage relative to 2010. 33


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! The length of vacation trips to Colorado remained stable in 2011:! the average Colorado leisure trip lasted just under 5 nights away from home,

about the same as in 2010, though still well below the 7 nights average in

2000! the average U.S. leisure trip remained constant as well, remaining at 3.6

nights away from home for the past 4 years

! Approximately 6 in 10 visitors who came to Colorado from out-of-statedrove their own car or truck, while 4 in 10 arrived by plane:

! About one-quarter of non-Colorado residents rented a vehicle while visiting! In 2011, about 6 in 10 Colorado vacationers stayed in some form of

commercial accommodation (hotel, motel, inn, B & B) on their trip, while athird stayed with friends/relatives:

! These proportions are the same as in 2010! Just under 1 in 10 rented a home, condo or cottage/cabin, or stayed in a

campground, while a similar number stayed at a second home/timeshare.

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! The typical Colorado leisure travel party numbered approximately3 people in 2011:

! about the same as the national norm and unchanged versus 2010! The ratio of adults to children in the average Colorado and

national travel party continued to be approximately 3 to 1.

! As we have observed for many years, the peak season forColorado leisure travel is summer, and this held true for 2011 aswell:

! Comparing 2011 to 2010, there was a very slight increase in winterand fall visitation and a corresponding drop in spring and summertraffic.

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! In the Travel USA survey, respondents are asked about their participation in 38different sightseeing, recreation, sports, and entertainment activities.

! On their trip in 2011, the most common pursuits for Colorado leisure visitors were:! Shopping (37%)! Visiting a national or state park (25%)! Fine dining (21%)! Visiting a famous landmark or historic site (19%)! Hiking/backpacking (19%)

! Other activities that vacationers less frequently took part in or visited included:! Outdoor recreational activities such as swimming, camping, fishing, skiing and bicycling! Local cultural venues including museums , art galleries and theater! Breweries! Places for entertainment and nightlife, e.g., bars/nightclubs, casinos, festivals/fairs! Attractions such as zoos and theme parks

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! Compared to the typical American vacation, a trip to Coloradomore often includes activities and pastimes related to the

mountains, such as visiting the national and state parks, hiking/backpacking, skiing, camping, fishing, biking, mountain climbing,etc.

! In addition, Colorado tourists are more likely to take in a landmarkor historic site, museum, brewery, spa, or zoo than othertravelers.

! The types of activities that Colorado vacationers enjoyed in 2011were virtually the same as what we saw in 2010, with the onlydifference being a slightly higher level of participation in shopping.

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! In addition to enumerating the activities they engaged in, travelers wereasked to identify which of several specific interests they had on their trip.

!Consistent with what we reported for the 2010 travel year, 3 in 10Colorado vacationers in 2011 indicated that they were specificallyinterested in historic places on their trip, and almost as many said theywere had an interest in cultural activities and attractions.

! There was a much lower level of expressed interest in culinary or wineexperiences, eco-tourism or traveling with grand-children.

! The level of interest in cultural activities/attractions, culinary experiencesand eco-tourism rose slightly versus 2010..

! Versus the national norm, Colorado vacationers seem more interested inall of these types of travel but particularly historic, cultural and eco-

tourism.

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Segment Profiles Outdoor Trips

! Most of Colorados outdoor vacation trips in 2011 originatedinstate (60%)

! The outdoor travelers in 2011 tended to be:! The same age as outdoor vacationers nationally and Colorado

tourists in general

! The average age increased somewhat over the year (from 42 to 45)! Skewed male (versus and even split in 2010)! Average in terms of income and lower than in 2010! Lower education level among Colorado visitors but above average

for this type of travel nationally again with a decline in educationlevel versus 2010

! The year over year changes seem to mark a return to the moretypical profile of this segment we have seen in the past.

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! The trip characteristics of this segment in 2011:! Among Colorados three key vacation segments, the least likely to use the

internet for Colorado trip planning/booking, though above average versus to

the US norm:

! A relatively short trip (about 4 nights)! A larger than average travel party size compared to the typical Colorado

vacation (3.8 people vs. 2.9), though slightly fewer than the national norm(4.1)

! Mainly a drive vacation with little fly-in.!

Compared to other segments, much greater use of campgrounds and less useof commercial accommodations

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! In 2011, the activities and interests that outdoor vacationers most often took part inincluded:

! Hiking/backpacking (49%)! Camping (48%)! Visiting a national/state park (37%)! Fishing (31%)

! Colorados outdoor vacationers occasionally experienced:! Historic places/historic tourism! Cultural tourism! Shopping! Biking! Eco-tourism! Water activities like swimming, rafting, boating,! Skiing/snowboarding! Mountain climbing! Hunting

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Segment Profiles Touring Trips

! Most Colorado touring vacationers in 2011 visited from out-of-state:! In 2011 , 7 in 10 lived outside Colorado, about the same as in 2010

! Touring vacationers nationally tended to be slightly older than othervacationers, and Colorado touring vacationers were skewed even older,averaging 49 years of age

! In terms of other demographics, this segment in 2011 :! Was skewed male previously more female! Had average income and education:

!Reflecting improvement from below par over the year

! This segment made extensive use of the internet for planning and bookingelements of their Colorado trip:

! They were also one of the segments most likely to use a travelagent, with 8% indicating use at the planning and booking stages oftheir travels

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! The touring trip to Colorado in 2011, at 4.9 nights away from home, was longer thanthe average U.S. touring trip (4.2 nights) and the same as the typical Colorado trip(4.9 nights):

! As noted last year, it is important to remember that the actual stay in the state (notmeasured in 2010 or 2011) is typically only half of the trip length for this segment

! The party size for Colorado touring trips in 2011 was slightly higher than the leisuretrip average for the state (3.3 people vs. 2.9); however, it was similar to the nationaltouring norm.

! For most touring vacationers, the Colorado trip in 2011 was a driving vacation:! 7 in 10 arrived in their own vehicle!

About 2 in 10 flew in, then rented a car for their touring! As in prior years, touring vacationers to Colorado in 2011 were the leisure segment

making the greatest use of commercial accommodations.

! As we have seen before for both Colorado and the nation as a whole, the touringvacation is about variety touring vacationers tend to do a lot more and see morethings than other segments

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! The top activities and specific interests for touring vacationers in 2011 included:! Visiting a national or state park (62%)! Visiting a landmark or historic site (53%)

! 75% indicated they were particularly interested in historic places on their trip! Shopping (46%)

! Among Colorados key leisure segments, they were the group most likely to seekout/visit:

! Cultural activities and attractions, including museums or art galleries, theater! Fine dining, exceptional culinary experiences , wine and brewery tours/tasting! Casinos! Nightlife, such as bars, discos and nightclubs! Festivals/fairs! Zoos

! In addition to sightseeing and entertainment, touring vacationers in Colorado oftenparticipated in outdoor activities such as hiking/backpacking, swimming, mountainclimbing, camping, etc.

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Segment Profiles Ski Trips

! In 2011, we observe a return to the more typical demographic profile forski vacationers in a number of respects:

! Three-quarters of overnight trips are from out-of-state vs. 6-in-10 in 2010! A strong male skew vs. a more even gender split a year earlier! An upscale income and education profile, though not as extreme as in 2010

! Colorado ski vacationers in 2011 continued to be younger than othervacationers, which is typical of skiers across the country.

! With the greater influx of out-of-state skiers we also see higher thanaverage use of the internet and travel agents for trip planning and booking

compared to Colorado visitors generally.! Colorado ski trips averaged 4.5 nights away from home in 2011, about the

same as the year before.

! Colorado ski parties tended to be larger than the typical Colorado visitorparty, at about 4 individuals.

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! In 2011, ski vacationers were slightly more likely to drive to theirdestination in the state (55%) than fly in (43%):

! about 3 in 10 made use of rental cars, and a few (7%) traveled by bus! The accommodations used by ski vacationers in 2011 reflect a mix of

commercial accommodations, rentals, second homes and unpaid

accommodations:

! About half stayed in hotels, motels and/or inns/lodges! 1 in 3 rented a condo, home or cottage! 1 in 10 used their own home or time share! And 2 in 10 stayed with friends and relatives

46


47/185


! The activities that ski vacationers most often took part in whilevisiting during 2011, apart from skiing itself, were:

! Shopping (31%)! Brewery (21%)! Fine dining (14%)! Nightlife including a bar, disco or nightclub (14%)

! About 1 in 10 also took in a landmark/historic site, national orstate park, spa, or hiking.

! With the exception of culinary experiences, these visitors hadbelow average interest in the rest of the specific types ofexperiences we asked about on the survey, e.g., historic, culturalor eco-tourism, or wine.

47


48/185

Detailed Findings


49/185

Size & Structure ofthe U.S. Travel

Market


50/185

50

Size of the U.S. Travel Market 2011 Overnight Trips

MarketableLeisure Trips

42%

Visits toFriends/Relatives

44%

BusinessTrips14%

50

(695 Million)

(222 Million)

(718 Million)


51/185

U.S. Market Trends for Overnight Trips 2011 vs. 2010

3

1

4

3

-10 0 10

All Overnight Trips

Marketable Leisure

Visiting Friends/Relatives

Business Trips

!"#$"%&'()*%+"',--'./0'1-2'

51


52/185

U.S. Overnight Marketable Trip Trends 2011 Travel Year

52

11

10

4

1

0

-1

-1

-1

-2

-4

-10 -5 0 5 10 15 20

Resort

City

Theme park

Business/Leisure

Touring

Casino

Cruise

Outdoors

Special Event

Ski

Percent Change `11 vs. `10


53/185

Size & Structure ofColorados Travel

Market

53


54/185

54

Day & Overnight Trips to Coloradoin 2011

OvernightBusiness

6%

Day Trips50%

OvernightLeisure

44%

54

(28.9 Million)

(3.7 Million) (25.3 Million)

Total Trips = 57.9 Million


55/185

55

Size of Colorados Travel Market 2011 Overnight Trips

MarketableLeisure Trips

49%

Visits toFriends/Relatives

38%

BusinessTrips13%

55

(14.3 Million)

(3.7 Million)

(11.0 Million)



56/185

56

Overnight Trips Including Coloradoin 2011

Overnight inColorado

99%

Pass Thru1%

56

(0.2 Million)

(28.8 Million)



57/185

57

Main Purpose of 2011 OvernightLeisure Trips vs. the U.S. Norm

57

44

12

119

6

5

4

4

3

1

1

51

9

7

9

4

1

4

6

5

3

2

0 20 40 60

VFR

Touring

OutdoorsSpecial Event

Combined Business-Leisure

Ski/Snowboard

City trip

Casino

Resort

Theme park

Cruise

!"#$"%&'

Colorado US Norm


58/185

58

Main Purpose of 2011 OvernightBusiness Trips vs. the U.S. Norm

Base: Overnight Business Trips

58

33

67

33

67

0 20 40 60 80 100

Conference/convention

Other business

!"#$"%&'

Colorado US Norm


59/185

20.4 20.823.0

25.126.1 25.3 24.7 24.0

26.224.9 25.8

25.926.9

28.0 27.4 27.528.9 29.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/


60/185

60

Overnight Leisure Trips to Colorado 1992 to 2011

19.917.6 17.2 17.5

19.420.8 21.6 20.8

19.8 20.222.1 21.3

22.3 22.523.4 24.0 23.4 24.1

25.4 25.3

0

5

10

15

20

25

30

35

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

60


61/185

17.6 17.2

23.422.5

20.219.820.920.819.4

22.323.3

61

Structure of Colorados OvernightLeisure Travel Market

*Data are rounded. 61

6%

4%

19.9

21.6 22.121.3

24.0 24.125.4

17.5

12.5

10.4 9.8 9.9 10.1 11 11.7 11.3 9.6 10 11 10.8 11.1 11.7

12.413.5 12.9 13.3

13.8 14.3

7.3

7.17.4 7.6

9.3

9.89.9

9.6

10.2 10.2

11.110.5

11.2 10.810.9

10.510.5

10.811.6 11

0

5

10

15

20

25

30

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

Marketable Trips Visits to Friends/Relatives

25.4


62/185

62

Overnight Business Trips to Colorado 1994 to 2011

3.2 3.33.6

4.24.5 4.5

4.9

3.84.1

3.6 3.5 3.4 3.5

3.9 4.0

3.43.6 3.7

0.0

1.0

2.0

3.0

4.0

5.0

6.0

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

62

4%


63/185

63

Overnight Touring Trips to Colorado

3.33.2

2.5

2.22.4

2.6

3.0

2.6

2.32.4

2.9

2.62.4

2.7

2.4

2.92.7

2.93.1 3.1

0

1

2

3

4

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

63


64/185

64

Overnight Ski Trips to Colorado

2.7

1.61.8

1.9

2.22.1 1.9

1.81.6

1.51.6

1.5 1.51.6

1.8 1.81.7

1.61.5

1.3

0

1

2

3

4

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

64


65/185

65

Overnight Outdoor Trips to Colorado

2.2

1.5

2.0

1.6 1.6

1.9

2.2 2.1

1.7

2.2

1.7

2.6

2.2 2.1

2.82.7

2.52.4

2.72.9

0

1

2

3

4

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

65


66/185

66

Overnight Business-Leisure Tripsto Colorado

1.51.8

1.2

1.5

1.2 1.31.5 1.5

1.2 1.21.4

0.9

1.4 1.4 1.4 1.5 1.4 1.5 1.4 1.4

0

1

2

3

4

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

66


67/185

67

Overnight Special Event Trips toColorado

1.1

1.4

1.1

1.51.4

1.51.6

1.5 1.51.3

1.61.7 1.7 1.9 1.8

2.12.0

2.12.0

2.1

0

1

2

3

4

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

67


68/185

68

Overnight Country Resort Trips toColorado

0.3

0.5

0.30.4

0.3

0.50.4 0.4

0.20.3

0.40.3

0.4 0.40.3

0.5 0.50.6 0.6

0.8

0

1

2

3

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

68


69/185

69

Overnight City Trips to Colorado

0.4

0.1

0.40.3

0.50.6

0.5

0.8

0.4

0.6 0.60.5

0.70.6

0.91.0

1.2 1.2 1.21.1

0

1

2

3

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

69


70/185

70

Overnight Casino Trips to Colorado

0.2 0.2 0.20.3 0.3 0.3

0.4 0.40.5 0.5

0.60.7

0.60.7 0.7 0.7

0.9

1.1

0

1

2

3

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

345546%/678#49/

70


71/185

71

Day Trips To/Within Colorado

23.224.2

26.2

28.9

0

5

10

15

20

25

30

35

`08 `09 `10 `11

345546%/678#49/

71

10%


72/185

The CompetitiveEnvironment


73/185

0.0

0.5

1.0

1.5

2.0

2.5

3.0

`92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11

Percent

73

Colorados Share of U.S.Overnight Leisure Trips

Percent Identifying Colorado as Main Destination of Trip

73

Rank: 19th


74/185

0

0.5

1

1.5

2

2.5

3

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

Percent

74

Colorados Share of All U.S.Overnight Marketable Trips

74

Rank: 16th


75/185

0

0.5

1

1.5

2

2.5

3

3.5

4

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

Percent

75

Colorados Share of AllOvernight Touring Trips

75

Rank: 13th


76/185

0

0.5

1

1.5

2

2.5

3

3.5

4

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

Percent

76

Colorados Share of AllOvernight Outdoor Trips

76

Rank: 9th


77/185

0

5

10

15

20

25

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

Percent

77

Colorados Share of AllOvernight Ski Trips

77

Rank: 1st


78/185

78

Overnight Marketable Leisure Trips toColorado by Month

1.11.0

0.9

0.7

1.0

1.6

0.9 0.9

1.2

0.9

1.4

1.21.1

1.0 1.0

0.8

1.2

1.6

1.31.2

0.9

0.6

1.1

1.5

1.11.0

1.3

0.6

0.9

1.5

0

0.5

1

1.5

2

Jan Feb Mar Apr May June

2007 2008 2009 2010 2011

MillionsofTrips

78


79/185

79

Overnight Marketable Leisure Trips toColorado by Month (Contd)

1.9

1.61.5

0.7 0.70.8

1.8

1.2

0.9 0.90.8 0.8

1.8

1.4

0.9 0.90.8

0.6

2.3

1.7

1.21.1

0.4

0.6

1.9

1.6

1.3

1.11.0 1.0

0

0.5

1

1.5

2

July Aug Sept Oct Nov Dec

2007 2008 2009 2010 2011

MillionsofTrips

79


80/185

Travel and TourismSpending in Colorado


81/185

81

Total Travel Spending in Coloradoin 2011

Total = $10.76 Billion

OvernightVisitors

87%

Day Visitors13%

81

($9.38 Billion)

($1.38 Billion)


82/185

82

Total Travel Spending in Coloradoin 2011

Total Overnight = $9.38 Billion

OtherColorado

65%

DenverMetro35%

82

($6.10 Billion)

($3.28 Billion)

OtherColorado

70%

DenverMetro30%

Total Day = $1.38 Billion

($0.96 Billion)

($0.42 Billion)

Overall Total = $10.76 Billion


83/185

83

Total Travel Spending in Colorado Overnight Visitors

2010 Total= $8.8 Billion

ColoradoResidents

25%

Out-of-State

Visitors

75%

83

($ 6.6 Billion)

($ 2.2 Billion)


ColoradoResidents

26%

Out-of-State

Visitors

74%

($6.9 Billion)

($ 2.5 Billion)


84/185

84

Total Travel Spending in Colorado Day Visitors


Out-of-State

Visitors

22%

ColoradoResidents

78%

84

($ 0.3 Billion)

($1.0 Billion)


Out-of-State

Visitors

20%

ColoradoResidents

80%

($ 0.3 Billion)

($ 1.1 Billion)


85/185

Total Spending in 2011 by Sector Overnight Visitors

85

Total Spending = $9.4 Billion

Accommodations28%

Transportation

23%

Eating/Drinking

20%

Recreation15%

Retail14%

$2.6 Billion

$1.3 Billion

$1.5 Billion

$1.8 Billion

$2.2 Billion


86/185

Total Spending in 2011 by Sector Day Visitors

86

Total Spending = $1.4 Billion

Eating/Drinking34%

Retail32%

Recreation18%

Transportation16%

$466 Million

$230 Million

$246 Million

$439 Million


87/185

87

Overnight Travel Spending in 2011 By Sector Denver vs. Other Colorado Regions

Base: Overnight Visitors

$973

$669

$849

$484

$310

$1,674

$1,166$1,304

$804

$1,149

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

Accommodation Food/Beverage Transportation Retail Recreation

345546%/67:655*#/

Denver Colorado Regions

87


88/185

88

Recreation Expenditures in 2011 Overnight Visitors

88


Ski-related34%

Gaming*8%

Other58%

$845 Million

$123 Million

$490 Million

*Gaming expenditures are routinely included in the Recreation category, one of the five standard groupings used by economists to analyzetravel and tourism expenditures.


89/185

89

Colorado Expenditure Tracking Overnight Visitors

0.8

1.5

1.01.0

1.6 1.6

1.3

2.2

1.6

1.3

2.2

1.6

1.3

1.9

1.6

1.3

1.81.71.7

2.1

1.81.7

2.22.1

1.9

2.6

2.22.0

2.6

2.01.9

2.4

1.7

1.9

2.5

1.82.2

2.6

1.8

$0.0

$1.0

$2.0

$3.0

Transportation Accommodations Food

Billions

`92** `97** `99 `00 `01 `03 `05 `06 `07 `08 `09 `10 `11

89** Source: Dean Runyan & Associates


90/185

90

Colorado Expenditure Tracking Overnight Visitors

1.0 0.9

1.1

0.5

1.5

0.6

1.3

0.5

1.21.0

1.3

1.0

1.5

1.1

1.51.3

1.6 1.51.51.4

1.21.4

1.21.41.3

1.5

$0.0

$1.0

$2.0

$3.0

Retail Recreation

Billions

`92** `97** `99 `00 `01 `03 `05 `06 `07 `08 `09 `10 `11

90** Source: Dean Runyan & Associates


91/185

91


CommercialLodging69%

Private Home17%

Vacation Home6%

Campground5%

Other3%

Total Spendingin 2011 by Type ofAccommodations Overnight Trips


92/185

92


Visits toFriends/

Relatives32%

Ski

14%

Business12%

Touring12%

Outdoors9%

Special Event7%

Other Pleasure14%

$3.0 Billion

$1.3 Billion

$1.1 Billion

$1.2 Billion

$0.8 Billion$0.6 Billion

$1.4 Billion

Total Spendingin 2011 by Purpose of Trip Overnight Visitors


93/185

93

Spending Versus Overnight Visitor Volumesin 2011

32

14

12

12

9

7

14

38

5

13

11

10

7

16

0 10 20 30 40

VFR

Ski

Business

Touring

Outdoors

Special Events

Other Pleasure

!"#$"%&'

Expenditures Visitor Volumes

93

Actual Travel Expenditures on Overnight


94/185

94

Actual Travel Expenditures on OvernightTrips

1992 to 2011

5.25.7 5.8 5.5 5.6

5.9

6.9

7.68.2

7.77.4

7.78.3

1.4 1.4 1.4 1.4 1.2 1.3 1.31.6 1.7

1.2 1.1 1.1

0

2

4

6

8

10

`92`97`99`00`01`03`05`06`07`08`09`10 11 `97`99`00`01`03`05`06`07`08`09`10 11

;

45546%/67:655*#/

94Leisure Business

1%

7%

Total Spending Up 6%


95/185

95

Inflation Adjusted Travel Expenditures Overnight 1992 to 2011

8.38.0 7.8

7.2 7.1 7.2

8.08.5

8.9

8.0 7.8 7.98.3

2.0 1.9 1.8 1.81.5 1.5 1.5 1.7

1.81.3 1.1 1.1

0

2

4

6

8

10

`92 97 99 00 01 03 05 06 07 08 09 10 11 `97 99 00 01 03 05 06 07 08 09 10 11

;45546%/67:655*#/

95

Leisure Business


96/185

Per Person Expenditures by TripPurpose

Base: Overnight Trips

96

$1,001

$427

$371

$370

$341

$322

$303

$299

$286

$271

$163

$0 $200 $400 $600 $800 $1,000 $1,200

Ski

Country Resort

TouringMarketable

City

B/P

Special Event

Business

OutdoorsVFR

Casino


97/185

97

Per Person Expenditures

Base: Overnight Leisure Trips

97

$370

$299

$271

$48

$296

$349

$205

$56

$0 $100 $200 $300 $400

Marketable

Business

VFR

Day trips

Colorado US Norm


98/185

98

Expenditures on Day Trips

1.3

1.2

1.31.4

0

0.5

1

1.5

2

`08 `09 `10 `11

;45546%/67:655*#/

98

4%


99/185

2011 LeisureTravel Profile


100/185

Sources of LeisureTravel Business


101/185

Sources of Business

States contributing more than 5%

States contributing 2% - 5%

DMAs contributing more than 2%


101


102/185


103/185


104/185

104

Regional Sources of Business

5 7 5 5 57

5 6 46 6 5 5 5

0

20

40

North-East

Percent

`97 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

104



105/185

State Sources Of Overnight Trips

105


41

6

6

5

3

3

3

2

2

2

2

2

2

2

42

7

6

3

3

3

2

2

2

2

2

1

2

2

0 10 20 30 40 50

Colorado

California

Texas

Arizona

New Mexico

Illinois

Kansas

New York

Florida

Nebraska

Utah

Washington

Minnesota

Wyoming

!"#$"%&'

2011 2010


106/185

State Sources Of Day Trips

106

Base: Day Leisure Trips

83

3

2

2

2

1

1

1

83

3

1

3

1

2

1

0

0 20 40 60 80 100

Colorado

Wyoming

California

New Mexico

Texas

Utah

Nebraska

Arizona

!"#$"%&'


107/185

Urban Sources of Overnight Trips

107


28

9

3

3

3

3

2

2

2

2

29

10

3

2

3

4

3

2

2

3

0 10 20 30 40

Denver, CO

Colorado Springs-Pueblo, CO

Albuquerque-Santa Fe, NM

Grand Junction-Montrose, CO

Phoenix, AZ

Los Angeles, CA

Dallas-Ft. Worth, TX

Chicago, IL

Salt Lake City, ID/UT

New York, NY

!"#$"%&'

2011 2010

U b S f O i ht T i


108/185

Urban Sources of Overnight Trips(Contd)

108


1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1


109/185

Urban Sources of Day Trips

109


58

18

4

3

2

2

1

1

1


110/185

110

Instate Overnight Leisure Trips

2119

29 30 3032

29

24 21

26

2225 26

30 3133

35

4042 41

0

10

20

30

40

50

`92 93 94 95 96 97 98 99 00 01 02 `03 04 05 06 07 08 09 10 11

!"#$"%&

110

Percent of Overnight Leisure Trips Originating in Colorado


111/185

Visitor Profile


112/185


113/185

113

Age


14

34

33

19

14

37

33

16

0 10 20 30 40

18-24

25-44

45-64

65 or older

!"#$"%&'

Colorado US Norm113

Average Age Colorado= 45.7

Average Age U.S. Norm= 45.2


114/185

114

Marital Status


114

64

26

10

66

25

9

0 20 40 60 80

Married

Never Married

Divorced/Widowed

Colorado US Norm

!"#$"%&


115/185


116/185

116

Children in Household


116

61

16

18

21

62

14

17

21

0 20 40 60 80

No child under 18

Any child between 13-17 yrs

Any child between 6-12 yrs

Any child under 6 yrs

!"#$"%&'

Colorado US Norm


117/185

117

Income


117

39

24

21

16

43

20

23

14

0 10 20 30 40 50

$75K+

$50K-$74.9K

$25K-$49.9K

Under $25K

!"#$"%&'

Colorado US Norm


118/185

118

Education


118

20

36

31

12

18

39

27

15

0 10 20 30 40 50

Post Graduate

College Graduate

Some College

High School or Less

Colorado US Norm


119/185

119

Employment


119

49

9

42

47

10

43

0 20 40 60

Full-time

Part-time

Not employed for pay

Colorado US Norm


120/185

120

Percent Who Are Male


57 56 60 60

5348 50

55

49 5051

5460 59

4851 50

0

20

40

60

80

`95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

!"#$"%&

120


121/185

121

Percent Who Earn Over $75,000


17 16

2326 27

3234

3735 36

40 4143

41

36

4239

0

20

40

60

80

`95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

!"#$"%&

121


122/185

Percent With College Education

57 5660 60

5348 50

55

49 5051

54

60 59 60 57 56

0

20

40

60

80

`95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11

!"#$"%&


122


123/185

123

Gender

123

45

55

45

55

0 20 40 60

Male

Female

Colorado US Norm



124/185

124

Age

124

14

39

31

16

13

36

35

16

0 10 20 30 40 50

18-24

25-44

45-64

65 or older

Colorado US Norm

Average Age Colorado= 44.8

Average Age U.S. Norm= 45.8


S


125/185

125

Marital Status


125

66

23

11

67

23

10

0 20 40 60 80

Married

Never Married

Divorced/Widowed

Colorado US Norm

H h ld Si


126/185

126

Household Size


126

13

39

17

32

11

36

19

34

0 20 40 60

1 member

2 members

3 members

4+ members

Colorado US Norm


127/185

I


128/185

128

Income


128

34

23

24

19

36

21

27

16

0 10 20 30 40

$75K+

$50K-$74.9K

$25K-$49.9K

Under $25K

!"#$"%&'

Colorado US Norm

Ed ti


129/185

129

Education


129

16

34

34

15

15

37

29

18

0 10 20 30 40 50

Post Graduate

College Graduate

Some College

High School or Less

!"#$"%&'

Colorado US Norm

E l t


130/185

130

Employment


130

47

10

43

44

11

45

0 20 40 60

Full-time

Part-time

Not employed for pay

!"#$"%&'

Colorado US Norm


131/185

Trip Characteristics

U f I t t F T i Pl i


132/185

132

Use of Internet For Trip Planning


132

12

20

28 27

39 37 3839

4851

4750 52

1 25

1115

24 24

31 29

36 3841 42 41 42

43

0

20

40

60

80

'95 '96 '97 '98 '99 '00 '01 '02 '03 '05 '06 '07 '08 '09 '10 11 '95 '96 '97 '98 '99 '00 '01 '02 '03 '05 '06 '07 '08 '09 '10 11

!"#$"%&

Colorado U.S. Norm

n/an/a n/a

Used Internet to Book All/Part of Trip


133/185

Used Internet to Book All/Part of Trip

49

41

0 20 40 60

Colorado

US Norm

!"#$"%&'

Colorado US Norm

133

Social Media Used in the Past 3


134/185

Months

134

48

18

17

15

11

9

9

8

47

17

16

15

11

9

8

7

0 10 20 30 40 50

Used any social media for travel-related purposes

Used Smartphone while travelingPosted travel photos/video online

Read travel reviews online

Looked at travel photos/video online

Learned about travel deals/events

Got travel advice via social networking

Read a travel blog

!"#$"%&'

Colorado US Norm



135/185

Months

135

48

7

7

6

5

5

5

4

47

6

5

4

5

5

4

4

0 10 20 30 40 50


Connected with others interested in travelGave travel advice

Blogged about a trip

"Followed" a destination/attraction on Facebook or Twitter

Subscribed to a travel e-newsletter

Contributed travel reviews

Tweeted about a trip

!"#$"%&'

Colorado US Norm



136/185

Months, 2011 vs. 2010

136

48

18

17

15

11

9

9

8

44

11

17

15

9

7

5

7

0 10 20 30 40 50


Used Smartphone while travelingPosted travel photos/video online

Read travel reviews online

Looked at travel photos/video online

Learned about travel deals/events

Got travel advice via social networking

Read a travel blog

!"#$"%&'

2011 2010



137/185

Months, 2011 vs. 2010

137

48

7

7

6

5

5

5

4

44

6

5

6

4

5

4

2

0 10 20 30 40 50


Connected with others interested in travelGave travel advice

Blogged about a trip

"Followed" a destination/attraction on Facebook or

Subscribed to a travel e-newsletter

Contributed travel reviews

Tweeted about a trip

!"#$"%&'

2011 2010

Length of Colorado Trip


138/185


20

21

23

14

15

7

20

21

23

14

16

7

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14+ nights

2011 2010

!"#$"%&'


138

Average 2011= 4.9 Nights

Average 2010= 4.8 Nights


139/185

Length of Trip

6.8

6.2

5.8

5.7

5.6

5.4

5.2

4.7

4.8

4.9

5.6

5.0

5.1

4.9

4.7

4.53.6

3.6

3.6

3.6

0 2 4 6 8

`00`01`03`05`06`07`08`09`10`11

`00`01`03`05`06

`07`08`09`10`11


140/185

59

23

5

37

6

6

4

54

24

3

39

8

6

5

0 20 40 60 80

Own car/truck

Rental car

Camper/RV

Plane

Bus

Taxicab

Train

!"#$"%&'

2011 2010

Personal

Vehicles

CommercialVehicles

Transportation Used on Colorado Trip

Base: Overnight Leisure Trips Originating Out of State

140

Accommodations Used on Trip


141/185



* Values may add to more than 100% because of usage of multiple types of accommodations

36

32

19

8

4

4

4

4

4

3

33

34

20

10

3

4

3

3

3

4

0 10 20 30 40

Hotel

Home of friends/relatives

MotelCampground/trailer park

Time share

Rented home/condo

Bed & breakfast

Rented cottage/cabin

Country inn/lodgeOwn home/condo

!"#$"%&'

2011 2010141

Size of Travel Party


142/185

Size of Travel Party

142

2.3

2.3

0.7

0.6

0 1 2 3 4

Colorado

US Norm


143/185

Distribution of Trips by Quarter


144/185

144



24

22

30

24

22

25

33

20

0 10 20 30 40

January-March

April-June

July-September

October-December

!"#$"%&'

2011 2010

144



145/185

145



24

22

30

24

24

25

27

25

0 10 20 30 40

January-March

April-June

July-September

October-December

!"#$"%&'

Colorado US Norm

145



146/185

146

January to March


146

16

19

22 21

1819 19

18

2120

21 21

18

23 23

21 22

24

0

5

10

15

20

25

30

'94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 `11

!"#$"%&



147/185

147

April to June


147

28

24 25 24

2729

24 26

28

25

2927

26

21

2728

25

22

0

5

10

15

20

25

30

35

'94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 `11

!"#$"%&



148/185

148

July to September


148

3533

31 31

3433

34

37

32

37

30

3335

36

29 30

33

30

0

5

10

15

20

25

30

35

40

'94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 `11

!"#$"%&



149/185

149

October to December


149

22

24

22

24

21

19

23

2019

18

2019

18

2021 21

20

24

0

5

10

15

20

25

30

'94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 `11

!"#$"%&

Activities on Trip


150/185

150

Activities on Trip


37

25

21

19

19

14

12

12

11

9

33

11

22

6

12

10

12

15

12

5

0 10 20 30 40

Shopping

National/State park

Fine dining

Hiking/Backpacking

Landmark/Historic site

Museum

Casino

Swimming

Bar/Disco/Nightclub

Camping

Colorado US Norm

!"#$"%&'

150

Activities on Trip (Contd)


151/185

151

Activities on Trip (Cont d)


8

8

8

7

6

6

6

6

5

5

3

6

1

5

3

5

4

3

6

17

0 10 20 30 40

Brewery

Fishing

Skiing/Snowboarding

Art Gallery

Biking

Fair/Exhibition/Festival

Zoo

Spa

Theater

Beach/Waterfront

Colorado US Norm

!"#$"%&'

151



152/185

152



5

5

4

4

4

4

4

3

3

3

5

1

3

5

2

2

6

3

3

1

0 10 20 30 40

Dance

Mountain climbing

Pro/College sports event

Boating/Sailing

Business meeting

Rock/Pop concert

Theme park

Winery

Golf

Rafting

Colorado US Norm

!"#$"%&'

152



153/185

153



3

2

2

2

1

1

1

1

1

1

1

1

1

1


154/185

154

p


37

25

21

19

19

14

12

12

11

9

33

24

22

18

19

13

12

13

12

10

0 10 20 30 40

Shopping

National/State park

Fine dining

Hiking/Backpacking


Museum

Casino

Swimming

Bar/Disco/Nightclub

Camping

2011 2010

!"#$"%&'

154

Activities on Trip


155/185

155

p


8

8

8

7

6

6

6

6

5

5

9

8

8

7

6

6

6

4

5

4

0 10 20 30 40

Brewery

Fishing

Skiing/Snowboarding

Art Gallery

Biking


Zoo

Spa

Theater

Beach/Waterfront

2011 2010

!"#$"%&'

155

Activities on Trip


156/185

156

p


5

5

4

4

4

4

4

3

3

3

3

4

3

4

3

3

5

3

3

4

0 10 20 30 40

Dance

Mountain climbing

Pro/College sports event

Boating/Sailing

Business meeting

Rock/Pop concert

Theme park

Winery

Golf

Rafting

2011 2010

!"#$"%&'

156

Activities on Trip


157/185

157

p


3

2

2

2

1

1

1

1

2

2

2

2

1

1

1

1

0 10 20 30 40

Hunting

Trade show

Rodeo

Business convention/conference

Motorcycle touring

Tennis

Opera

Symphony

2011 2010

!"#$"%&'

157

Specific Interests on Trip


158/185

158

p p


30

26

13

9

10

6

21

19

11

6

5

4

0 10 20 30 40

Historic places

Cultural activities/attractions

Exceptional culinaryexperiences

Traveling with grandchildren

Eco-tourism

Winery tours/Wine tasting

Colorado U.S. Norm!"#$"%&'

158

Specific Interests on Colorado Trip


159/185

159

p p


30

26

13

9

10

6

31

22

10

7

7

4

0 10 20 30 40

Historic places

Cultural activities/attractions

Exceptional culinaryexperiences

Traveling with grandchildren

Eco-tourism

Winery tours/Wine tasting

2011 2010

!"#$"%&'

159


160/185

Profiles of Colorados KeyTravel Segments

Instate Trips By Segment


161/185

p y g

161

60

24

30

66

39

32

0 20 40 60 80 100

Outdoors

Ski

Touring

2011 2010

!"#$"%&'



162/185

Average Age


163/185

g g

163

49

45

41

50

42

42

0 20 40 60

Touring

Outdoors

Ski

2011 2010


164/185

164

55

56

63

47

49

56

0 20 40 60 80

Touring

Outdoors

Ski

Colorado US Norm

!"#$"%&'


Percent Who Are Male


165/185

165

55

56

63

47

51

51

0 20 40 60 80

Touring

Outdoors

Ski

2011 2010

!"#$"%&'


Percent With Income $75K+


166/185

166

53

40

61

51

42

60

0 20 40 60 80

Touring

Outdoors

Ski

Colorado US Norm

!"#$"%&'


Percent With Income $75K+


167/185

167

53

40

61

41

47

72

0 20 40 60 80

Touring

Outdoors

Ski

2011 2010

!"#$"%&'


Percent With Who Are CollegeGraduates


168/185

Graduates

168

62

51

73

65

52

62

0 20 40 60 80 100

Touring

Outdoors

Ski

Colorado US Norm

!"#$"%&'


Percent Who Are College Graduates


169/185

169

62

51

73

58

59

79

0 20 40 60 80 100

Touring

Outdoors

Ski

2011 2010

!"#$"%&'



170/185

Use of Internet for Trip Planning &Booking


171/185

Booking

171

70

49

68

58

41

54

65

35

54

60

31

50

0 20 40 60 80

Touring

Outdoors

Ski

Touring

Outdoors

Ski

Colorado US Norm

!"#$"%&'

For TripPlanning

For TripBooking




172/185

172

4.9

3.8

4.5

6.6

4.0

4.6

0 2 4 6 8 10

Touring

Outdoors

Ski

2011 2010


173/185


174/185

Transportation Used on Colorado Trip


175/185

175


175

74

75

55

21

13

43

69

79

54

19

7

44

0 20 40 60 80 100

Touring

Outdoors

Ski

Touring

Outdoors

Ski

2011 2010

!"#$"%&'

Own car/truck

Plane


176/185



177/185


* Values may add to more than 100% because of usage of multiple types of accommodations

48

34

10

8

9

8

11

7

3

6

19

9

42

12

4

6

3

4

4

4

40

8

1

19

5

7

0

8

5

27

0 20 40 60

Hotel

Motel

Campground/trailer park

Home of friends/relatives

Country inn/lodge

Rented cottage/cabin

Bed & breakfast

Time share

Own home/condo

Rented home/condo

!"#$"%&'

Touring Outdoors Ski

177

Activities on Colorado Trip in 2011


178/185

178


62

53

46

35

34

37

16

22

49

9

12

11

31

10

7

0 10 20 30 40 50 60 70

National/State park


Shopping

Hiking/Backpacking

Museum

!"#$"%&'

Touring Outdoors Skiing 178



179/185

179


31

18

18

17

16

12

5

7

17

6

14

7

5

8

14

0 10 20 30 40 50 60 70

Fine dining

Art gallery

Casino

Swimming

Bar/Disco/Nightclub

!"#$"%&'




180/185

180


11

10

8

8

8

6

14

5

18

3

21

1

10

3

3

0 10 20 30 40 50 60 70

Brewery

Mountain climbing

Spa

Biking

Theater

!"#$"%&'




181/185

181


8

8

7

7

7

48

2

5

10

5

2

3

4

2

1

0 10 20 30 40 50 60 70

Camping

Zoo

Winery

Beach/Waterfront


!"#$"%&'




182/185

182


7

6

6

6

3

10

9

31

1

1

1

2

6

4

0

0

colorado tourism report

Documents