ace marketing research aaa member poll 2011 spring break travel and entertainment aaa texas march...
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ACE Marketing Research
AAA Member Poll
2011 Spring BreakTravel and Entertainment
AAA Texas
March 2011
AAA Member Poll – Spring Break 2011 - Page 2
Methodology
• An online survey was sent to AAA Texas members who participate in our online research panel “AAA Insiders”
• The survey was conducted from February 14-22, 2011
• 275 AAA Texas members completed the survey• Responses are weighted to represent the ages of members
• Differences between 2011 and 2010 results were tested for statistical significance at a 95% confidence level
AAA Member Poll – Spring Break 2011 - Page 3
72%
52%
42%
27%
25%
17%
74%
42%
21%
20%
16%
38% B
22%
20%
5%
32% A
56%
30%
30%
Dining out and nightlife
Movie theaters
Live shows (examples: performing arts, comedyshows, concerts)
Personal hobbies or sports (examples: golf, tennis,skiing, hiking)
Attractions (examples: theme parks, zoos,aquariums, water parks)
Museums
Live sports events
Family activities (examples: miniature golf, go-carts,laser tag)
Fairs
Auto races such as NASCAR*
2011 (A)
2010 (B)
“In which entertainment categories do you plan to spend money during the 2011 spring season?”
Base: 2011 AAA TX members n=275
2010 AAA TX members n=374
Q: “In which of the entertainment categories below do you plan to spend money during the 2011 spring season?” Multiple responses allowed.
• For the majority of AAA Texas members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies and live shows
• Types of entertainment in 2011 will be very similar to 2010, but with more members pursuing hobbies or sports and slightly fewer in museums
Uppercase letters indicate statistically significant difference from other lettered category
* Not asked in 2010
AAA Member Poll – Spring Break 2011 - Page 4
24%
22%
21%
19%
15%
10%
25%
37% B
20%
13%
5%
33% A
38% A
25% A
36% A
37% A
I’ll choose less expensive entertainment options
I’ll spend more time with family and friends
I’ll stay closer to home
I’ll spend more time at home
I’ll spend less on entertainment*
I’ll engage in fewer entertainment activities
I’ll spend more on entertainment*
I’ll not spend money on entertainment and will findother activities to do instead
None of the above. I don’t plan to change any of myentertainment plans
2011 (A)
2010 (B)
“How are you planning to change your entertainment activities during the 2011 spring season compared to last year?”
Base: 2011 AAA TX members n=275
2010 AAA TX members n=374
Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed.
• Members don’t plan to change their entertainment activities to be more frugal this year
• Significantly fewer are taking any steps to spend less and 13% state they plan to spend more this year
Uppercase letters indicate statistically significant difference from other lettered category
* Not asked in 2010
AAA Member Poll – Spring Break 2011 - Page 5
Gas Prices Affect Budgets of Half of AAA Texas Members
Base: AAA TX members n=275
Not asked in 2010
49%51%
YesNo
AAA Texas
“Have the recent high gasoline prices affected your budget?”
“At approximately what price per gallon of gas do you think you will start making major changes in how much you drive or how much gasoline you use?”
5%
22%
25%24%
3%
7%
1% 1%
11%
2%
$2.50 $3.00 $3.50 $4.00 $4.50 $5.00 $6.00 $10.00 Don'tKnow
None ofthese
• Most members feel they’ll start changing their gas use patterns when the price reaches $3-$4 per gallon
= 71%
AAA Member Poll – Spring Break 2011 - Page 6
“How have the higher gas prices affected your budget?”
Not asked in 2010
Q: “How have the higher gas prices affected how you budget your money?” Multiple responses allowed.
• The majority of members affected by the higher gas prices will cut back on unnecessary driving
• Almost half will cut back on dining at restaurants
4%
5%
20%
29%
30%
33%
36%
40%
46%
81%
I plan to buy a car this year that will bemore fuel-efficient than the one I drive now.
I ’m carpooling more often.
I won’t take a leisure trip this spring(March/April).
I use a member discount program.
I will spend less money on my spring trip(s).
I ’m putting less money into savings.
I ’m spending less money on entertainment.
I ’ll search for discounts and specials forentertainment and travel.
I ’m spending less money on eating out atrestaurants.
I ’m cutting back on unnecessary driving.
Base: AAA TX members who said high gas prices have affected their budget n=143
AAA Member Poll – Spring Break 2011 - Page 7
27%
11%
62%
YesNo
Undecided
“During the 2011 spring season, do you plan to take at least one leisure trip?”
Q: “During the 2011 spring season, do you plan to take at least one leisure trip?”
“Leisure trip” for this survey is defined as “a non-business trip of more than 50 miles one way from home and requiring at least one overnight stay.”
201065%
201014%
201021%
Base: AAA TX members n=275
• The number of AAA Texas members planning to take at least one leisure trip this spring (62%) is virtually unchanged from the number who planned a spring trip last year (65%)
AAA Member Poll – Spring Break 2011 - Page 8
“How many leisure trips are you likely to take in March and April?”
Base: AAA TX who are planning to travel during spring season 2011 n=169
Not asked in 2010
Q: “How many leisure trips are you likely to take in March and April?”
53%
39%
6%
2%0%
One Two Three Four Five or more
• A little more than half (53%) of the members traveling will take just one trip this spring, but a substantial number (39%) plan to take two
AAA Member Poll – Spring Break 2011 - Page 9
“About how much do you expect to spend on all your leisure travel during the 2011 spring season?”
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
2010 AAA TX members who plan to take a leisure trip during spring season n=247
Q: “About how much do you expect to spend on all your leisure travel during the 2011 spring season, including lodging, transportation, meals and entertainment?”
29%30%
13%
8%
6%5%
3% 3%2%
0%
27%
17%
9%
11%
7%
3%2%
1% 1%
22%
$500 orless
$501 to$1,000
$1,001 to$1,500
$1,501 to$2,000
$2,001 to$3,000
$3,001 to$4,000
$4,001 to$5,000
$5,001 to$7,000
$7,001 to$10,000
More than$10,000
2011
201011%
59%
201049%
201018%
• More AAA Texas members plan to spend in the $500-$1,000 range for this year’s spring travel compared to 2010
▼ indicates significant difference from previous year
AAA Member Poll – Spring Break 2011 - Page 10
50%
45%
34%
32%
25%
19%
14%
13%
7%
14%
53%
39%
30%
33%
19%
12%
18%
12%
9%
35% A
Sightseeing
Visit family
Visit friends
Visit an attraction (e.g., theme park, zoo,aquarium)
Shop
Pursue a hobby or sport (art, cooking, golf, skiing)
Maintain a family tradition of traveling during thespring season
Spa or just relaxation
Go to a gambling destination (e.g., Las Vegas,Atlantic City)
Other
2011 (A)
2010 (B)
“What do you plan on doing while traveling during the 2011 spring season?”
Q: “What do you plan on doing while traveling during the 2011 spring season?” Multiple responses allowed.
Uppercase letters indicate statistically significant difference from other lettered category
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
2010 AAA TX members who plan to take a leisure trip during spring season n=247
• The only significant change from last year’s spring season activities is that fewer AAA Texas members will be shopping while they travel this year
AAA Member Poll – Spring Break 2011 - Page 11
59%
47%
12%
5%
2%
1%
1%
1%
1%
8%
58%
48%
Traveling to another state in the U.S.
Traveling in state
Caribbean Islands
Europe
England, I reland, Scotland, or Wales
Australia or New Zealand
Canada
South America
Asia
Other
2011
2010
“What travel destinations do you plan on for the 2011 spring season?”
Q: “What travel destinations do you plan on for the 2011 spring season?” Multiple responses allowed.
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
2010 AAA TX members who plan to take a leisure trip during spring season n=247
• As in 2010, about 6 in 10 AAA Texas members are traveling to another state for the spring break
• About 5 in 10 will travel in Texas
Note: Specific destinations outside the U.S. were not included in the 2010 poll
12% planned “international” travel in 2010
AAA Member Poll – Spring Break 2011 - Page 12
14%
1%
15%
14%
21%
26%
23%
24%
18%
21%
30%
25%
28%
31%
32%
40%
12%
3%
8%
15%
17%
18%
19%
20%
22%
25%
26%
28%
28%
31%
33%
35%
None of the above
Take a bus or train
Fly coach rather than business or first class
Share costs with other family/friends
Reduce your budget for entertainment (e.g., movies, concert,theater)
Reduce your budget for meals/snacks
Redeem loyalty program points/miles for free or discounted hotelstay
Travel within the U.S. rather than internationally
Redeem loyalty program points/miles for a free or discounted planeticket
Take a trip to a destination that is closer to home
Reduce your budget for shopping and souvenirs
Stay with friends or family rather than stay at a hotel
Take a trip that is shorter in duration (e.g. fewer days)
Stay at a less expensive hotel
Take a road trip instead of a trip requiring an airline flight
Use an affinity discount program such as AAA to get cheaper hotelrates
2011
2010
“How are you planning to save money on your 2011 spring travel?”
Q: “How are you planning to save money on your 2011 spring travel, if at all?” Multiple responses allowed.
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
2010 AAA TX members who plan to take a leisure trip during spring season n=247
• AAA Texas members confirm this year their number one way to save money while traveling is using an affinity discount program such as AAA membership
AAA Member Poll – Spring Break 2011 - Page 13
“Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”
Not asked in 2010 Spring Break Poll
Q: “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”
46%
32%
22%
About the same
Fewer
More
October 2010 Holiday Poll
61%
19%
20%
• More AAA Texas members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010
Base: AAA TX members n=275
AAA Member Poll – Spring Break 2011 - Page 14
“What will your primary form of transportation be to your destination?”
Not asked in 2010 Spring Break Poll
Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?”
50%
36%
6%
5%
2%
1%
0%
Your own vehicle
Airplane
Rental vehicle
Cruise ship
Recreational vehicle (RV)
Train
Bus
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
October 2010 Holiday Poll
58%
34%
3%
2%
2%
0%
0%
AAA Member Poll – Spring Break 2011 - Page 15
“What type of ground transportation are you likely to use to or from the airport?”
Base: AAA TX members who are traveling by plane during spring season n=58
Not asked in 2010 Spring Break Poll
Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed.
34%
29%
23%
12%
11%
9%
2%
Rental car
Drop off or pick up byfriend or family
Shuttle van orlimousine
Hotel-airport shuttle
Drive my car and park
Taxi
Other
October 2010 Holiday Poll
26%
27%
15%
16%
18%
11%
3%
AAA Member Poll – Spring Break 2011 - Page 16
“How many days will your trip last?”
Not asked in 2010 Spring Break Poll
Q: “How many days will your [longest] trip last?”
28%
52%
16%
4%
3 days or less 4-7 days 8-14 days More than 14 days
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
October 2010 Holiday Poll
3 days or less 21%
4-7 days 54%
8-14 days 17%
More than 14 days 7%
AAA Member Poll – Spring Break 2011 - Page 17
“What will your primary accommodations be while on this trip?”
Not asked in 2010 Spring Break Poll
Q: “What will be your primary accommodations while on this [longest] trip?”
50%
19%
7%
7%
6%
5%
1%
6%
Hotel or motel
Family member's home
Rented condo or house
Cruise ship
Friend's home
Campground
Bed & Breakfast
Other
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
October 2010 Holiday Poll
45%
35%
4%
3%
5%
3%
0%
6%
AAA Member Poll – Spring Break 2011 - Page 18
“How many people will be traveling with you?”
Q: “How many people will be traveling with you?”
14%
51%
9% 9%
17%
None - I'm travelingsolo
One Two Three Four or more
October 2010 Holiday Poll
None 18%
One 52%
Two 14%
Three 8%
Four or more 8%
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
AAA Member Poll – Spring Break 2011 - Page 19
“With whom will you be traveling?”
Q: “With whom will you be traveling?” Multiple responses allowed.
78%
21%
16%
16%
9%
5%
5%
2%
1%
78%
22%
23%
18%
11%
7%
6%
0%
Your spouse orpartner
Your minor child(ren)(under 18 years old)
Friend(s)
Your adult child(ren)(18 years or older)
Other family members
Parent(s)
Pet(s)*
Grandchild(ren)
Grandparent(s)
2011
2010
Base: 2011 AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n=145
2010 AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n=225
AAA Member Poll – Spring Break 2011 - Page 20
“How long ago did you plan this trip?”
Not asked in 2010 Spring Break Poll
Q: “How long ago did you plan this [longest] trip?”
35%
24%
18%
9%
13%
I haven't planned it yet
Less than a month ago
1-2 months ago
3-6 months ago
More than 6 monthsago
Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169
October 2010 Holiday Poll
40%
18%
13%
13%
16%
AAA Member Poll – Spring Break 2011 - Page 21
Demographics
AAA Texas
Base 275
Gender
Male 57%
Female 43%
Age
18-35 10%
36-49 24%
50-64 38%
65+ 28%
Income
<$50,000 17%
$50,000-$74,999 18%
$75,000-$99,999 16%
$100,000-$149,999 14%
$150,000 or more 8%
Prefer not to answer 28%