idaho 2013 visitor profile...visiting friends/relatives touring through a region to experience its...
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Idaho 2013 Visitor Profile Idaho Conference on Recreation & Tourism
May 7, 2014 Sun Valley, Idaho AnnDee Johnson
Longwoods International
2
Established in 1978 as
consultancy-focused
research company
Tourism since 1985
9,000 interviews –
changing Canada’s
image
Longwoods International
3
Today Travel USA®
Screens 2,000,000 Americans annually on-line
Employed by States, CVBs, industry associations, hotels, cruise
lines, to assist in the planning of their tourism marketing efforts.
We specialize in integrated research programs:
Visitor tracking and profiling
Image and branding
Accountability/communication effectiveness - Longwoods
R.O.EYE™
Longwoods International
4
Client base throughout North America
Research programs conducted in U.S., Canada, U.K., Japan,
Mexico, Germany, Argentina, Brazil, and Colombia
Non-Travel Clients
6
Peer Awards
7
TTRA
MRIA
“Best Practices in
Tourism,” Dr. Rich Harrill
ARF – David Ogilvy Award
Introduction
8
Large-scale syndicated visitor research quarterly since
1990
Online since 2007
Each quarter, a random cross-section of online sample
invited to participate
A reminder is e-mailed several days later to non-
responders.
Largest ongoing study ever conducted of American
travelers
Overview for Idaho’s domestic tourism business in 2013
Does not include any international tourism analysis,
including Canada.
Key Terms Defined
9
An Overnight Trip is any journey for business or pleasure,
outside your community and not part of your normal routine,
where you spent one more nights away from home.
A Day Trip is any journey for business or pleasure, outside
your community and not part of your normal routine, that did
not include an overnight stay. Day trips involve travel of more
than 50 miles from home.
A Person-Trip is one trip taken by one visitor
Person-trips are the key unit of measure for this report.
Trip-Type Segments
10
Leisure Trips: includes all trips where the main purpose was one of the following:
Visiting friends/relatives
Touring through a region to experience its scenic beauty, history and culture
Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating
Special event, such as a fair, festival, or sports event
City trip
Cruise
Casino
Theme park
Resort (ocean beach, inland or mountain resort)
Skiing/snowboarding
Golf
Business Trips: includes
Conference/convention
Other business trip
Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one
additional day to experience the same place or nearby area simply for leisure.
Marketable
Trips:
Includes all
leisure trips,
with the
exception of
visits to
friends/relatives
Total Trips = Leisure + Business + Business-Leisure
Size & Structure of the
U.S. Travel Market
Total Size of the U.S. Travel Market — 2009-2013
1,312 1,367 1,413 1,451 1,480
0
500
1,000
1,500
2,000
2009 2010 2011 2012 2013
Mill
ion
s o
f Tr
ips
12
Base: Total Overnight Trips
2.0%
Structure of the U.S. Travel Market — 2013 Overnight Trips
13
Visits to Friends/Relatives
44%
Marketable 43%
Business 10%
Business-Leisure 4%
Base: Adult Overnight Trips
U.S. Market Trends for Overnight Trips — 2013 vs. 2012
2
3
2
-3
-1
-10 -5 0 5 10
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
14
Base: Overnight Trips
Size & Structure of
Idaho’s Travel Market
Total Size of the Idaho Travel Market in 2013
16
Total Person-Trips* = 30.7 Million
Day Trips 62% Overnight Trips
38%
11.8 Million 18.9 Million
*Total volume includes both adults and children
Size of Idaho’s Overnight Travel Market — Adults vs. Children
17
Total Overnight Person-Trips = 11.8 Million
Adults 69%
Children 31%
3.6 Million
8.2 Million
Idaho’s Overnight Travel Market — by Trip Purpose
18
Leisure 86%
Business 9%
Business-Leisure
5%
Adult Overnight Person-Trips = 8.2 Million
Size of Idaho’s Day Travel Market — Adults vs. Children
19
Total Day Person-Trips = 18.9 Million
Adults 72%
Children 28%
5.3 Million
13.6 Million
Idaho’s Day Travel Market — by Trip Purpose
20
Leisure 88%
Business 8%
Business-Leisure
4%
Adult Day Person-Trips = 13.5 Million
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending — by Sector
23
Total Spending = $1.4 Billion
Lodging 34%
Restaurant Food &
Beverage 25%
Retail 15%
Transportation 15%
Recreation 11%
$475 Million
$156 Million
$212 Million
$213 Million
$351 Million
Average Per Person Expenditures on Overnight Trips — By Sector
24
Base: Total Overnight Person-Trips
$40
$30
$18 $18 $13
0
10
20
30
40
50
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Do
llars
Average Per Person Expenditures on Overnight — by Trip Purpose
25
$114
$151
0
100
200
Leisure Business
Do
llars
Base: Total Overnight Person-Trips
Overnight Trip Characteristics
27
Main Purpose of Trip
Base: Overnight Person-Trips to Idaho
42
12
10
6
5
5
3
2
2
1
1
6
2
4
0 10 20 30 40 50
Visiting friends/relativesOutdoorTouring
Special eventCasino
Theme parkResort
City tripSkiing/Snowboarding
GolfCruise
Other business tripConference/Convention
Business-leisure
Percent
Marketable
Trips
Main Purpose of Leisure Trip — Idaho vs. National Norm
28
42
12
10
6
5
5
3
2
2
1
1
44
6
7
7
6
4
4
5
1
2
1
0 10 20 30 40 50
Visiting friends/relatives
Outdoors
Touring
Special event
Casino
Theme Park
Resort
City trip
Skiing/Snowboarding
Cruise
Golf
Percent
Idaho US Norm
Base: Overnight Person-Trips
Main Purpose of Business Trip — Idaho vs. National Norm
29
Base: Overnight Person-Trips
6
2
7
3
0 10 20 30 40 50
Other business trip
Conference/Convention
Percent
Idaho US Norm
State Origin Of Trip
30
Base: Overnight Person-Trips to Idaho
28
14
10
9
7
4
3
2
2
2
0 10 20 30
Idaho
Washington
Utah
California
Oregon
Texas
Florida
Arizona
New York
Montana
Percent
DMA Origin Of Trip
31
Base: Overnight Person-Trips to Idaho
11
11
10
8
7
7
4
4
3
2
2
0 5 10 15
Boise, ID
Spokane, ID/WA
Salt Lake City, ID/UT
Idaho Falls - Pocatello, ID
Seattle-Tacoma, WA
Portland, OR
Twin Falls, ID
Los Angeles, CA
New York, NY
San Francisco-Oakland-San Jose, CA
Washington, DC
Percent
Season of Trip
32
20
27
32
22
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Overnight Person-Trips to Idaho
Method of Planning Trip
33
51
11
53 54
7
46
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Idaho US Norm
Base: Overnight Person-Trips
Method of Booking Trip
34
49
11
51 53
7
44
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Idaho US Norm
Base: Overnight Person-Trips
Total Nights Away on Trip
35
19
22
25
11
13
9
24
28
26
10
9
3
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Idaho US Norm
Average
Idaho
= 5.3 Nights
Average
US Norm
= 3.6 Nights
Base: Overnight Person-Trips
Number of Nights Spent in Idaho
36
Average Nights Spent in Idaho = 4.2
Base: Overnight Person-Trips with 1+ Nights Spent In Idaho
30
27
23
9
11
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Size of Travel Party
37
2.5
2.2
1.2
0.7
0 1 2 3 4
Idaho
US Norm
Average No. of People
Adults Children
Total = 3.7
Total = 2.9
Base: Overnight Person-Trips
Transportation
38
75
21
17
9
9
8
7
5
3
3
69
21
17
3
9
6
5
1
1
2
0 20 40 60 80 100
Own car/truck
Plane
Rental car
Camper, R.V
Taxi Cab
Bus
Train
Motorcycle
Bicycle
Ship/Boat
Percent
Idaho US Norm
Base: Overnight Person-Trips
Accommodation
39
32
27
21
18
14
9
7
7
6
6
5
4
6
28
14
25
18
4
4
2
3
3
3
3
2
7
0 10 20 30 40
Friends/relatives' dwelling (not paid for)
Motel
Hotel
Resort hotel
Campground/trailer park/RV park
Bed & breakfast
Rented cottage/cabin
Country inn/lodge
Own home/condo/apt/second home
Time share
Rented home/condo/apartment
Boat/cruise ship
Other
Percent
Idaho US Norm
Base: Overnight Person-Trips
Activities and Experiences
40
32
20
19
19
18
17
16
12
12
11
10
10
10
9
9
34
16
22
10
13
7
5
7
12
10
14
11
8
8
6
0 10 20 30 40
ShoppingSwimming
Fine diningNational/State Park
Landmark/Historic siteHiking/Backpacking
CampingFishingCasino
MuseumBeach/Waterfront
Bar/Disco/NightclubTheme park
TheaterZoo
Percent
Idaho US Norm
Base: Overnight Person-Trips
Activities and Experiences (Cont’d)
41
8
8
8
7
7
7
7
7
7
6
6
6
6
6
6
4
5
6
4
2
5
4
5
2
5
1
5
2
1
4
0 10 20 30 40
BikingBoating/Sailing
Business meetingBrewery
Skiing/SnowboardingArt gallery
GolfFair/Exhibition/Festival
Mountain climbingSpa
RodeoDance
Watch/Particpate in Kids Sports EventRaftingWinery
Percent
Idaho US Norm
Base: Overnight Person-Trips
Activities and Experiences (Cont’d)
42
6
6
6
5
5
5
5
5
5
4
4
4
4
3
2
2
3
2
2
4
1
1
2
2
1
1
0 10 20 30 40
Rock/Pop concert
Watch Amateur/Youth Sports
Hunting
Pro/College sports event
Birding
Participate in Adult Sports Event
Convention/conference
Symphony
Motorcycle touring
Trade show
Tennis
Participate in Amateur/Youth Sports
Opera
Percent
Idaho US Norm
Base: Overnight Person-Trips
Activities of Special Interest
43
33
24
13
11
11
10
25
23
16
6
7
6
0 10 20 30 40 50
Historic places
Cultural activities/attractions
Exceptional culinary experiences
Eco-tourism
Winery tours/Wine tasting
Traveling with grandchildren
Percent
Idaho US Norm
Base: Overnight Person-Trips
Online Social Media Use by Travelers
44
75
48
33
24
23
18
17
12
72
43
29
24
20
18
13
10
0 20 40 60 80
Used any social media for travel
Used Smartphone while traveling
Posted travel photos/video online
Read travel reviews
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Connected with others interested in travel
Got travel advice
Percent
Idaho US Norm
Base: Overnight Person-Trips
Online Social Media Use by Travelers (Cont’d)
45
75
12
12
11
10
10
9
6
72
12
9
8
9
8
6
6
0 20 40 60 80
Used any social media for travel
Read a travel blog
Tweeted about a trip
Followed a destination/attraction
Contributed travel reviews
Gave travel advice
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
Idaho US Norm
Base: Overnight Person-Trips
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending — by Sector
48
Total Spending = $1 Billion
Restaurant Food &
Beverage 29%
Retail 28%
Transportation 27%
Recreation 16%
$290 Million
$158 Million
$268 Million
$286 Million
Average Per Person Expenditures on Day Trips — By Sector
49
Base: Total Day Person-Trips
$15 $15 $14
$8
0
10
20
30
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/ Sightseeing/Entertainment
Do
llars
Average Per Person Expenditures on Day Trip — by Trip Purpose
50
$53 $61
0
20
40
60
80
Leisure Business
Do
llars
Base: Total Day Person-Trips
Day Trip Characteristics
52
Main Purpose of Trip
32
14
13
9
6
5
4
2
2
1
1
1
6
1
4
0 10 20 30 40
Visiting friends/relativesOutdoors
TouringShopping
City tripCasino
Special eventCruise
GolfTheme Park
Skiing/SnowboardingResort
Other business tripConference/convention
Business-leisure
Percent
Marketable
Trips
Base: Day Person-Trips to Idaho
Main Purpose of Leisure Trip — Idaho vs. National Norm
53
32
14
13
9
6
5
4
2
2
1
1
1
38
6
10
8
7
5
8
1
1
4
1
2
0 10 20 30 40
Visiting friends/relatives
Outdoors
Touring
Shopping
City trip
Casino
Special event
Cruise
Golf
Theme Park
Skiing/Snowboarding
Resort
Percent
Idaho US Norm
Base: Day Person-Trips
Main Purpose of Business Trip — Idaho vs. National Norm
54
6
1
6
2
0 10 20 30 40
Other business trip
Conference/Convention
Percent
Idaho US Norm
Base: Day Person-Trips
State Origin Of Trip
55
47
15
10
6
4
3
0 10 20 30 40 50
Idaho
Washington
Utah
Oregon
California
Montana
Percent
Base: Day Person-Trips to Idaho
DMA Origin Of Trip
56
Base: Day Person-Trips to Idaho
25
21
10
6
4
3
2
2
0 10 20 30
Boise, ID
Spokane, ID/WA
Salt Lake City, ID/UT
Twin Falls, ID
Seattle-Tacoma, WA
Portland, OR
Los Angeles, CA
Missoula, MT
Percent
Season of Trip
57
25
24
27
24
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips to Idaho
Size of Travel Party
58
2.1
2.2
0.8
0.6
0 1 2 3 4
Idaho
US Norm
Average No. of People
Adults Children
Total = 2.9
Total = 2.8
Base: Day Person-Trips
Activities and Experiences
59
24
11
9
9
9
9
9
7
7
6
6
5
4
4
4
27
5
6
13
8
7
4
8
3
7
7
4
4
1
2
0 10 20 30 40
ShoppingHiking/backpackingNational/State Park
Fine diningLandmark/historic site
SwimmingFishingCasino
CampingBeach/waterfront
MuseumFair/exhibition/festival
Business MeetingWatch Amateur/Youth Sports
Boating/sailing
Percent
Idaho US Norm
Base: Day Person-Trips
Activities and Experiences (Cont’d)
60
4
4
4
3
3
3
3
3
3
3
3
3
3
3
2
1
2
5
4
6
3
2
5
2
1
1
2
2
1
1
0 10 20 30 40
Skiing/SnowboardingBiking
Bar/disco/nightclubTheater
Theme parkArt gallery
GolfZooSpa
BirdingHunting
Convention/ConferenceDanceRodeoRafting
Percent
Idaho US Norm
Base: Day Person-Trips
Activities and Experiences (Cont’d)
61
2
2
2
2
2
2
2
2
2
2
2
1
1
2
1
1
2
1
1
2
1
3
1
2
1
1
0 10 20 30 40
BreweryMountain Climbing
Trade ShowRock/Pop Concert
Participate Amateur/Youth SportsTennis
Pro/college sports eventMotorcycle Touring
WineryParticipated in Adult Sports Event
Participated/Watched Kids Sports EventOpera
Symphony
Percent
Idaho US Norm
Base: Day Person-Trips
Activities of Special Interest
62
25
16
10
10
8
6
20
18
5
11
5
5
0 10 20 30 40
Historic places
Cultural activities/attractions
Eco-Tourism
Exceptional culinary experiences
Traveling with grandchildren
Winery tours/wine tasting
Percent
Idaho US Norm
Base: Day Person-Trips
Social Media Use by Travelers
63
67
38
29
22
19
16
13
13
68
39
26
19
22
17
12
11
0 20 40 60 80
Used any social media for travel
Used Smartphone while traveling
Posted travel photos/video online
Looked at travel photos/video online
Read travel reviews online
Accessed travel deals/news/promotions
Connected to others interested in travel
Read a travel blog
Percent
Idaho US Norm
Base: Day Person-Trips
Social Media Use by Travelers (Cont’d)
64
67
11
10
10
8
7
6
5
68
9
8
7
7
8
6
5
0 20 40 60 80
Used any social media for travel
Got travel advice via social networking
Followed a destination/attraction
Contributed travel reviews online
Gave travel advice via social networking
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Idaho US Norm
Base: Day Person-Trips
Demographic Profile of Visitors to Idaho
Gender
66
51
49
48
52
0 20 40 60 80
Female
Male
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Age
67
15
38
33
14
19
38
28
15
0 20 40 60
18-24
25-44
45-64
65 or older
Percent
Day Overnight
Average Day = 44 Average ON = 42
Base: Total Person-Trips to Idaho
Household Size
68
20
32
17
15
16
17
35
15
15
18
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Household Income
69
2
9
10
21
58
5
13
10
22
50
0 20 40 60
$150K+
$100-$149.9K
$75K-$99.9K
$50K-$74.9K
Under $49.9K
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Marital Status
70
61
20
19
65
22
13
0 20 40 60 80
Married/ with partner
Single/Never Married
Separated/Divorced/Widowed
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Children in Household
71
53
18
26
25
51
24
24
22
0 20 40 60 80
No Children Under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Education
72
13
32
33
22
16
32
33
19
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Employment
73
38
13
49
41
14
45
0 20 40 60 80
Full-time/Self-employed
Part-time
Not employed/Retired/Student/Other
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Race
74
89
3
8
85
4
11
0 20 40 60 80 100
White
African-American
Other
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Hispanic Background
75
92
8
87
13
0 20 40 60 80 100
No
Yes
Percent
Day Overnight
Base: Total Person-Trips to Idaho
Key Takeaways
76
Idaho Travel Market shrank 3% from 2008 to 2013
Overnight trips down 13%, day trips up 4%
Overnight and day leisure trips are up
Overnight visitor spending on lodging up 8%
Day visitor spending is up 10%
Outdoor trips and experiences are increasingly important
Overnight trips are longer
Day and overnight trips are growing during the fourth quarter
Overnight visitors skew male, day visitors skew female
There are more young children in the households of Idaho visitors