2015 visitor reportvisit-jax.s3.amazonaws.com/4594/jacksonville_2015_travel_usa_repo… · key...
Post on 14-Jul-2020
0 Views
Preview:
TRANSCRIPT
2015 Visitor Report
Jacksonville
Table of Contents
2
Introduction………………………………………………………………………………..… 3
Research Objectives…………………………………………………………………..…….. 4
Methodology………………………………………………………………………….……….. 5
Key Findings…………………………………………………………………………………… 6
Size & Structure of the U.S. Travel Market……………………………………..……….. 10
Size & Structure of Jacksonville’s Domestic Travel Market…………………………….. 14
Overnight Trip Detail………………………………………………………………………….. 21
Overnight Expenditures……………………………………………………………...… 22
Overnight Trip Characteristics………………………………………………………… 28
Demographic Profile of Jacksonville Overnight Visitors…………………............… 63
Day Trip Detail…………………………………………………………………………….. 74
Day Trip Expenditures……………………………………………………………...… 75
Day Trip Characteristics……………………………………………………………… 81
Demographic Profile of Jacksonville Day Visitors……………………………..........… 101
Appendix: Key Terms Defined…………………………………………………………….. 112
Introduction
3
Longwoods International began tracking American travelers in 1985, and has
conducted large-scale syndicated visitor research quarterly since 1990.
In 2007, our proprietary Longwoods Travel USA® program was migrated from mail
to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity,
as well as greater respondent involvement.
It is currently the largest ongoing study ever conducted of American travelers,
providing our clients with more reliable data and greater ability to home in on key
market segments of interest.
This report provides an overview for Jacksonville’s domestic tourism business in
2015.
Research Objectives
The visitor research program is designed to provide:
Estimates of domestic overnight and day visitor volumes to Jacksonville
A profile of Jacksonville’s performance within its overnight travel market
A profile of Jacksonville’s performance within its overnight marketable travel market
Domestic visitor expenditures in Jacksonville, in co-operation with Tourism
Economics
Profiles of Jacksonville’s day travel market
Relevant trends in each of these areas
4
Methodology
5
Each quarter, a random, projectable sample of adult members (18 years of age and
over) of a major U.S. consumer panel is invited to participate in the Travel USA®
survey:
Selected to be representative of the U.S. adult population
For the 2015 travel year, this yielded :
337,164 trips for analysis nationally:
237,555 overnight trips
99,609 day trips
For Jacksonville, the following sample was achieved in 2015:
1,675 trips:
1,274 overnight trips
401 day trips
For analysis, data were weighted on key demographics to correct for any differences
between the sample and U.S. population targets.
Key
Findings
Key Findings
7
In 2015, Jacksonville had 20.4 million person trips, increasing 9%
from 2013. Of these trips, 48% were overnight trips. The rest were
day trips.
The overnight trips generated $1.26 billion in spending, increasing
17% from 2013.
“Visiting friends and relatives” (at 47%) was the most frequent
purpose for an overnight trip to Jacksonville. Marketable trips (those
influenced by marketing efforts) were 40% of the total overnight trips.
Coming for a “special event such as fair, festival or sports event” and
to visit a “theme park” were the highest marketable trip purposes.
For overnight trips, the top state markets for Jacksonville visitors
were Florida, Georgia, and New York. Among DMAs, the top three
visitor sources were Jacksonville, Orlando, and New York.
Key Findings
8
Three-fourths (75%) of Jacksonville visitors, were very satisfied with
the overall trip experience. Most satisfaction elements were similar to
the national average. Satisfaction with the “quality of food” was higher
than the national average.
Of the overnight respondents, 67% have visited Jacksonville at least
once. Sixty-four (64%) percent had visited in the past year.
Similar to the national average, over half (51%) of the overnight trips
were planned 2 months or less before the trip. Also, similar to the
national average, thirteen percent (13%) did not plan anything in
advance.
“Online travel agencies,” “hotel or resort”, and “advice from relatives
or friends”, and were the most common planning sources for a
Jacksonville overnight trip. “Hotel or resort” and “online travel
agencies” were the most common booking sources.
Key Findings – (Cont’d)
9
The average number of nights spent in Jacksonville for an
overnight trip was 3.0 nights, up from 2.8 nights in 2013. The
average travel party size was 2.9 persons.
Over two-thirds (68%) of overnight Jacksonville travelers arrived by
personal car or truck.
The top five overnight trip Jacksonville activities and experiences
were “Shopping,” “Beach,” “Swimming,” “Fine Dining,” and “Theme
Park.”
The highest social media activities on an overnight trip to
Jacksonville were “posting photos online,” “reading travel reviews,”
“looking at photos online,” and “accessing the internet to learn
about travel deals, news, events, or promotions.” The usage of
social media on the overnight trip was similar to 2013.
Size & Structure of the
U.S. Travel Market
Total Size of the U.S. Travel Market— 2011-2015
1,413 1,451 1,480 1,532 1,568
0
500
1,000
1,500
2,000
2011 2012 2013 2014 2015
Mill
ions
of T
rips
11
Base: Total Overnight Person-Trips
2.4%
Structure of the U.S. Travel Market —
2015 Overnight Trips
12
Visiting Friends/Relatives
44%
Marketable43%
Business10%
Business-Leisure3%
Base: Total Overnight Person-Trips
U.S. Market Trends for Overnight Trips
— 2015 vs. 2014
2
3
1
4
2
-10 -5 0 5 10
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
13
Base: Total Overnight Person-Trips
Size & Structure of Jacksonville
Domestic Travel Market
Total Size of Jacksonville Domestic Travel Market in 2015
15
Total Person-Trips = 20.4 Million
Day Trips52%
Overnight Trips48%
9.7 Million
10.7 Million
+9.0% vs. 2013
8.9 9.7
0
5
10
15
20
2013 2015
Mill
ions
of T
rips
16
Overnight Trips to Jacksonville
+9%
Base: Total Overnight Person-Trips to Jacksonville
Size of Jacksonville Overnight Travel Market — Adults vs. Children
17
Total Overnight Person-Trips = 9.7 Million
Adults76%
Children24%
2.4 Million
7.3 Million
Jacksonville Overnight Travel Market —by Main Trip Purpose
18
VFR45%
Marketable39%Business
12%
Business-Leisure
4%
3.3 Million
2.8 Million0.8 Million
0.3 Million
Adult Overnight Person-Trips = 7.3 Million
Size of Jacksonville Day Travel Market —Adults vs. Children
19
Total Day Person-Trips = 10.7 Million
Adults77%
Children23%
2.5 Million
8.2 Million
Jacksonville Day Travel Market —by Trip Purpose
20
VFR42%
Marketable48%
Business8%
Business-Leisure
3%
4.0 Million0.6 Million
0.2 Million
Adult Day Person-Trips = 8.2 Million
3.4 Million
Overnight Trip Detail
Overnight Trip Expenditures
Total Domestic JacksonvilleOvernight Spending — by Sector
23
Total Spending = $1.262 Billion
Lodging32%
Food & Beverage27%
Retail17%
Transportation12%
Recreation/Entertainment11%
$407.3 Million
$132.3 Million $157.3 Million
$219.9 Million
$345.2 Million
Source: Tourism Economics
+17.0% vs. 2013
Average Per Person Expenditures on Domestic Overnight Trips — By Sector
24
$44$33
$21 $19 $160
20
40
60
80
100
120
Lodging RestaurantFood &
Beverage
RetailPurchases
Transportationat Destination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Total Overnight Person-Trips to Jacksonville
Average Per Person Expenditures on Domestic Overnight Trips — by Trip Purpose
25
$115
0
100
200
Leisure Business*
Do
llars
* Low base sizes
Base: Total Overnight Person-Trips to Jacksonville
Average Per Party Expenditures on Domestic Overnight Trips — By Sector
26
Base: Total Overnight Person-Trips to Jacksonville
$121$93
$57 $52 $44
0
50
100
150
200
250
300
Lodging RestaurantFood &
Beverage
RetailPurchases
Transportationat Destination
Recreation/Sightseeing/
Entertainment
Dol
lars
Average Per Party Expenditures on Domestic Overnight Trips — by Trip Purpose
27
$335
0
200
400
600
800
Leisure Business*
Dol
lars
* Low base sizes
Base: Total Overnight Person-Trips to Jacksonville
Overnight Trip Characteristics
Main Purpose of Trip
47
9
7
5
5
5
3
3
7
3
4
0 10 20 30 40 50 60
Visiting friends/relatives
Special event
Theme park
Touring
City trip
Resort
Cruise
Outdoors
Other business trip
Conference/Convention
Business-leisure
Percent
29
Marketable
Trips
40%
Base: Total Overnight Person-Trips to Jacksonville
Main Purpose of Leisure Trip —Jacksonville vs. National Norm
47
9
7
5
5
5
3
3
44
7
3
8
5
5
2
6
0 10 20 30 40 50 60
Visiting friends/relatives
Special event
Theme Park
Touring
City trip
Resort
Cruise
Outdoors
Percent
Jacksonville U.S. Norm
30
Base: Total Overnight Person-Trips
Main Purpose of Overnight Leisure Trip to Jacksonville — 2015 vs. 2013
47
9
7
5
5
5
3
3
53
5
5
5
3
4
3
4
0 20 40 60 80
Visiting friends/relatives
Special event
Theme park
Touring
City trip
Resort
Cruise
Outdoors
Percent
2015 2013
31
Base: Total Overnight Person-Trips to Jacksonville
Main Purpose of Business Trip —Jacksonville vs. National Norm
3
7
4
6
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
32
Base: Total Overnight Person-Trips
Main Purpose of Overnight Business Trip to Jacksonville — 2015 vs. 2013
3
7
3
8
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
2015 2013
33
Base: Total Overnight Person-Trips to Jacksonville
Sources of Business
34
Base: Overnight Person-Trips to Jacksonville
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
State Origin Of Trip
34
13
7
4
4
4
3
3
3
2
2
2
2
2
2
0 10 20 30 40
FloridaGeorgia
New YorkSouth Carolina
TexasVirginia
CaliforniaNorth Carolina
MarylandOhio
MassachusettsMichigan
IllinoisPennsylvania
New Jersey
Percent
35
Base: Total Overnight Person-Trips to Jacksonville
DMA Origin Of Trip
10
9
7
5
5
4
4
3
3
2
2
2
0 10 20
Jacksonville, FL/GA
Orlando-Daytona Beach-Melbrn, FL
New York, NY
Tampa-St. Petersburg-Sarasota, FL
Atlanta, GA
Miami-Ft. Lauderdale, FL
Savannah, GA/SC
Washington, DC
Tallahassee-Thomasville, FL
Los Angeles, CA
Chicago, IL
West Palm Beach-Ft. Pierce, FL
Percent
36
Base: Total Overnight Person-Trips to Jacksonville
Season of Trip
27
28
22
23
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
37
Base: Total Overnight Person-Trips to Jacksonville
38
Satisfaction with Jacksonville Trip% Very Satisfied
Base: Total Overnight Person-Trips to Jacksonville
75
80
62
60
55
52
49
75
64
57
66
66
51
43
0 20 40 60 80 100
Overall trip experience
Quality of food
Sightseeing/ attractions
Quality of accomodations
Friendliness of people
Value for the money
Music/ nightlife/ entertainment
% Very Satisfied
Jacksonville U.S. Norm
39
Past Visitation to Jacksonville
Base: Total Overnight Person-Trips to Jacksonville
67
64
0 20 40 60 80 100
Ever
Past Year
Percent
40
Length of Trip Planning
Base: Total Overnight Person-Trips
5
12
19
18
33
13
3
13
18
17
35
14
0 10 20 30 40 50
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything inadvance
Percent
Jacksonville U.S. Norm
41
Trip Planning Information Sources
Base: Total Overnight Person-Trips
19
18
18
13
12
12
11
8
7
15
16
15
12
9
9
9
7
6
0 10 20 30 40
Online travel agencies
Hotel or resort
Advice from relatives or friends
Airline/commercial carrier
Social Media
Travel company websites
Destination websites
Auto club/AAA
Travel Agent/Company
Percent
Jacksonville U.S. Norm
42
Trip Planning Information Sources -(Cont’d)
Base: Total Overnight Person-Trips
7
5
4
4
4
4
3
2
2
5
2
3
3
2
2
3
1
1
0 10 20 30 40
Travel guide/other books
Magazine articles/ad
800/888 number
Lodging sharing websites
TV program/ad
Newspaper articles/ad
Visitors' bureau/gov tourism office
Radio show/ad
Travel/ski show or exhibition
Percent
Jacksonville U.S. Norm
43
Method of Booking
Base: Total Overnight Person-Trips
19
18
14
10
10
7
6
5
5
18
15
13
8
7
6
4
4
4
0 10 20 30 40
Hotel or resort
Online travel agencies
Airline/commercial carrier
Travel company websites
Advice from relatives or friends
Travel agent
Destination websites
Auto club/AAA
800/888 number
Percent
Jacksonville U.S. Norm
44
Method of Booking – (Cont’d)
Base: Total Overnight Person-Trips
4
3
3
3
3
2
2
2
2
2
1
1
1
1
1
1
0 10 20 30 40
Lodging sharing websites
Travel guide/other books
Newspaper articles/ad
Radio show/ad
Magazine articles/ad
Visitors' bureau/gov tourism office
TV program/ad
Travel/ski show or exhibition
Percent
Jacksonville U.S. Norm
45
Devices Used for Trip Planning
Base: Total Overnight Person-Trips
86
46
46
30
20
84
45
41
27
17
0 20 40 60 80 100
Used Any Device (net)
Laptop
Desktop/Homecomputer
Smartphone
Tablet
Percent
Jacksonville U.S. Norm
46
Devices Used During Trip
Base: Total Overnight Person-Trips
78
69
36
33
78
65
33
28
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Jacksonville U.S. Norm
Total Nights Away on Trip
16
22
25
13
15
8
21
26
26
12
11
4
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Jacksonville U.S. Norm
47
Average Jacksonville
5.1 nightsAverage U.S. Norm
4.0 nights
Base: Total Overnight Person-Trips
Number of Nights Spent in Jacksonville
43
22
20
7
9
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
48
Average Nights Spent in Jacksonville = 3.0
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
Number of Nights Spent in Jacksonville
2015 vs. 2013
43
22
20
7
9
38
28
19
9
6
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
2015 2013
49
Average
2015 = 3.0 nights
2013 = 2.8 nights
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
Size of Travel Party
50
2.2
2.3
0.7
0.6
0 1 2 3 4
Jacksonville
U.S. Norm
Average No. of People
Adults Children
Total = 2.9
Total = 2.9
Base: Total Overnight Person-Trips
Transportation
68
26
23
7
6
5
5
4
2
2
1
65
26
19
9
6
5
5
3
2
1
1
0 20 40 60 80
Own car/truck
Plane
Rental car
Taxi cab
Bus
Train
Online taxi service
Ship/boat
Camper, R.V
Bicycle
Motorcycle
Percent
Jacksonville U.S. Norm
51
Base: Total Overnight Person-Trips
Accommodations
58
31
7
5
5
5
4
3
3
2
5
54
28
5
4
4
4
2
3
3
4
6
0 10 20 30 40 50 60 70
Hotel/Motel
Home of Friend/Relative
Bed & Breakfast
Rented Home/Condo/Apartment
Own Home/Condo/Apt/2nd Home
Time Share
Boat/Cruise Ship
Rented Cottage/Cabin
Country Inn/Lodge
Campground/Trailer Park/RV Park
Other
Percent
Jacksonville U.S. Norm
52
Base: Total Overnight Person-Trips
Activities and Experiences
53
44
36
27
26
18
15
13
11
11
11
35
16
16
23
8
14
11
11
10
4
0 10 20 30 40 50
Shopping
Beach
Swimming
Fine Dining
Theme Park
Landmark/Historic Site
Bar/Disco
Museum
National/State Park
Zoo
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Activities and Experiences – (Cont’d)
54
10
9
9
9
8
8
8
7
7
6
5
7
5
5
5
10
3
5
5
5
0 10 20 30 40 50
Fishing
Theater
Spa
Dance
Art Gallery
Casino
Biking
Boating/Sailing
Fair/Exhibition/Festival
Brewery
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Activities and Experiences – (Cont’d)
55
6
6
6
6
5
5
5
4
4
4
4
5
3
7
4
6
4
3
2
2
0 10 20 30 40 50
Golf
Camping
Rock/Pop Concert
Hiking/Backpacking
Winery
Business Meeting
Conference/Convention
Pro/College Sports
Tennis
Trade Show
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Activities and Experiences – (Cont’d)
56
3
3
3
3
2
2
2
2
2
2
2
2
2
2
2
1
1
1
1
1
1
2
0 10 20 30 40 50
Participated in adult sports
Attnd/Particptd in kids sports
Birding
Spectator at youth sports
Motorcycle Touring
Rafting
Skiing/Snowboarding
Symphony
Hunting
Participant in youth sports
Mountain Climbing
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Activities of Special Interest
57
26
26
24
12
8
7
7
7
5
4
3
21
22
17
11
4
5
5
5
5
3
2
0 10 20 30 40
Historic Places
Family Reunion
Cultural Activities/Attractions
Exceptional Culinary Experiences
Eco-Tourism
Traveling with Grandchildren
Brewery Tours/Beer Tasting
Winery Tours/Tasting
Wedding
Religious Travel
Medical Tourism
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Online Social Media Use by Travelers
58
67
38
29
24
21
16
15
68
34
28
22
21
11
16
0 20 40 60 80 100
Used any social media for travel
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
Read a travel blog
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Online Social Media Use by Travelers –
(Cont’d)
59
67
13
13
12
12
11
8
6
68
12
9
9
9
9
5
6
0 20 40 60 80 100
Used any social media for travel
Got travel advice
Tweeted about a trip
Gave travel advice
"Followed" a destination/attraction
Contributed travel reviews
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Online Social Media Use by Travelers in
Jacksonville – 2015 vs. 2013
60
67
38
29
24
21
16
15
69
34
25
25
22
20
16
0 20 40 60 80 100
Used any social media for travel
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
Read a travel blog
Percent
2015 2013
Base: Total Overnight Person-Trips to Jacksonville
Online Social Media Use by Travelers in
Jacksonville – 2015 vs. 2013 – (Cont’d)
61
67
13
13
12
12
11
8
6
69
12
7
9
11
12
6
6
0 20 40 60 80 100
Used any social media for travel
Got travel advice
Tweeted about a trip
Gave travel advice
"Followed" a destination/attraction
Contributed travel reviews
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
2015 2013
Base: Total Overnight Person-Trips to Jacksonville
Organization Membership
62
43
27
5
2
43
22
4
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Demographic Profile of
Overnight Visitors
Gender
64
47
53
48
52
0 20 40 60 80
Male
Female
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Age
65
14
19
17
16
12
22
13
21
19
17
13
17
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Average Jacksonville = 45.9 Average U.S. Norm = 44.9
Marital Status
66
58
26
16
62
24
14
0 20 40 60 80
Married/with partner
Single/never married
Divorced/widowed/separted
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Household Size
67
20
33
18
15
14
20
36
18
15
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Children in Household
68
55
22
22
18
56
20
22
18
0 20 40 60 80
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person Trips
Education
69
19
41
25
15
22
40
23
14
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Employment
70
47
9
44
51
10
39
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Household Income
71
6
14
15
22
43
6
15
16
22
40
0 10 20 30 40 50
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Race
72
75
16
9
82
8
10
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Hispanic Background
73
89
11
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Total Overnight Person-Trips
Day Trip Detail
Day Trip Expenditures
Total Jacksonville Domestic Day Trip Spending — by Sector
76
Total Spending = $626.4 Million
Restaurant Food & Beverage
32.6%
Retail30.0%
Recreation/Entertainment
17.6%Transportation
19.8%
$204.3 Million
$123.5 Million $110.4 Million
$188.2 Million
Source: Tourism Economics
+4.1% vs. 2013
Average Per Person Expenditures on Day Trips — By Sector
77
Base: Total Day Person-Trips to Jacksonville
$19 $18
$10$12
0
10
20
30
Restaurant Food& Beverage
Retail Purchases Recreation/Sightseeing/
Entertainment
Transportation atDestination
Dol
lars
Average Per Person Expenditures on Day Trips — by Trip Purpose
78
$57
0
50
100
Leisure Business*
Dol
lars
Base: Total Day Person-Trips to Jacksonville
* Low base sizes
Average Per Party Expenditures on Day Trips — By Sector
79
Base: Total Day Person-Trips to Jacksonville
$45 $45
$22$31
0
20
40
60
80
Restaurant Food& Beverage
Retail Purchases Recreation/Sightseeing/
Entertainment
Transportation atDestination
Dol
lars
Average Per Party Expenditures on Day Trip — by Trip Purpose
80
$151
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Total Day Person-Trips to Jacksonville
* Low base sizes
Day Trip Characteristics
Main Purpose of Trip
42
10
9
8
7
7
5
3
5
2
2
0 10 20 30 40
Visiting friends/relativesShopping
TouringSpecial event
City tripOutdoors
Theme parkResort
Other business tripConference/convention
Business-leisure
Percent
82
Marketable
Trips
48%
Base: Total Day Person-Trips to Jacksonville
Main Purpose of Leisure Trip —Jacksonville vs. National Norm
83
42
10
9
8
7
7
5
3
37
8
11
8
8
7
3
2
0 10 20 30 40
Visiting friends/relatives
Shopping
Touring
Special event
City trip
Outdoors
Theme park
Resort
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Main Purpose of Day Leisure Trip to Jacksonville — 2015 vs. 2013
84
42
10
9
8
7
7
5
3
53
8
8
6
3
2
3
2
0 10 20 30 40 50
Visiting Friends/Relatives
Shopping
Touring
Special Event
City Trip
Outdoors
Theme Park
Resort
Percent
2015 2013
Base: Total Day Person-Trips to Jacksonville
Main Purpose of Day Business Trip — Jacksonville vs. National Norm
85
Base: Total Day Person-Trips
2
5
2
6
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Main Purpose of Day Business Trip to Jacksonville — 2015 vs. 2013
86
Base: Total Day Person-Trips to Jacksonville
2
5
0
7
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
2015 2013
Sources of Business
Base: Total Day Person-Trips to Jacksonville
87
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
State Origin Of Trip
78
11
2
1
0 20 40 60 80
Florida
Georgia
South Carolina
North Carolina
Percent
88
Base: Total Day Person-Trips to Jacksonville
DMA Origin Of Trip
32
27
7
6
6
4
3
0 20 40 60 80
Jacksonville, FL/GA
Orlando-Daytona Beach-Melbrn, FL
Tampa-St. Petersburg-Sarasota, FL
Savannah, GA/SC
Gainesville, FL
Miami-Ft. Lauderdale, FL
Tallahassee-Thomasville, FL
Percent
89
Base: Total Day Person-Trips to Jacksonville
Season of Trip
28
26
24
22
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
90
Base: Total Day Person-Trips to Jacksonville
Size of Travel Party
91
2.1
2.1
0.7
0.7
0 1 2 3 4
Jacksonville
U.S. Norm
Average No. of People
Adults Children
Total = 2.8
Total = 2.8
Base: Total Day Person-Trips
Activities and Experiences
92
40
21
16
13
13
11
10
10
9
7
6
29
8
12
5
7
6
8
9
7
4
4
0 10 20 30 40
Shopping
Beach
Fine Dining
Zoo
Swimming
Theme Park
Museum
Landmark/Historic Site
National/State Park
Theater
Fair/Exhibition/Festival
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Activities and Experiences – (Cont’d)
93
5
5
4
4
4
4
3
3
3
3
3
3
4
4
2
2
6
7
2
3
4
2
0 10 20 30 40
Art Gallery
Bar/Disco
Fishing
Dance
Pro/College Sports
Hiking/Backpacking
Casino
Spa
Brewery
Business Meeting
Rock/Pop Concert
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Activities and Experiences – (Cont’d)
94
2
2
2
2
2
2
2
2
2
2
1
2
2
3
2
1
1
1
0 10 20 30 40
Conference/Convention
Participated in adults sports event
Boating/Sailing
Camping
Winery
Biking
Participant in amateur/ youth sports…
Trade Show
Attended/ Participated in kids sports
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Activities of Special Interest
95
21
21
20
7
3
3
3
2
2
2
1
16
17
14
8
4
4
4
3
3
2
2
0 10 20 30 40
Family ReunionHistoric Places
Cultural Activities/AttractionsExceptional Culinary Experiences
Brewery Tours/Beer TastingWinery Tours/Wine Tasting
Eco-TourismWedding
Traveling with GrandchildrenReligious TravelMedical Tourism
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Online Social Media Use by Travelers
96
73
34
32
23
23
15
12
12
67
32
27
28
22
13
12
9
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Read a travel blog
Connected with others interested in travel
Tweeted about a trip
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Online Social Media Use by Travelers –
(Cont’d)
97
73
10
9
9
8
7
5
67
11
11
9
9
5
6
0 20 40 60 80 100
Used any social media for travel
Got travel advice
Contributed travel reviews
Gave travel advice
"Followed" a destination/attraction
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Use of Social Media for Travel
to Jacksonville – 2015 vs. 2013
98
73
34
32
23
23
15
12
12
66
28
21
29
20
12
17
10
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Read a travel blog
Connected with others interested in travel
Tweeted about a trip
Percent
2015 2013
Base: Total Day Person-Trips to Jacksonville
Use of Social Media for Travel
to Jacksonville – 2015 vs. 2013 – (Cont’d)
99
73
10
9
9
8
7
5
66
6
6
6
11
10
6
0 20 40 60 80 100
Used any social media for travel
Got travel advice
Contributed travel reviews
Gave travel advice
"Followed" a destination/attraction
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
2015 2013
Base: Total Day Person-Trips to Jacksonville
Organization Membership
100
31
12
1
37
19
3
2
0 20 40 60
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Less than 0.5%
Base: Total Day Person-Trips
Demographic Profile of
Day Visitors
Gender
102
41
59
46
54
0 20 40 60 80
Male
Female
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Age
103
13
22
20
18
16
11
13
21
19
19
14
14
0 10 20 30 40 50
18-24
25-34
35-44
45-54
55-64
65+
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Average Jacksonville = 43.4 Average U.S. Norm = 44.3
Household Size
104
18
35
20
15
12
19
34
19
16
12
0 10 20 30 40 50
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Household Income
105
Base: Total Day Person-Trips
1
11
10
24
54
4
12
14
22
48
0 10 20 30 40 50 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Marital Status
106
60
23
17
61
25
15
0 20 40 60 80
Married/ with partner
Single/never married
Divorced/widowed/separated
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Children in Household
107
47
22
24
23
52
21
23
20
0 20 40 60 80
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Education
108
16
38
29
16
1
18
38
25
17
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Employment
109
49
9
42
49
10
40
0 25 50 75
Fulltime/self-employed
Part-time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Race
110
77
13
10
82
8
10
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Hispanic Background
111
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Total Day Person-Trips
Appendix A: Key Terms
Defined
Key Terms Defined
113
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
114
Leisure Trips: Include 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:
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:
Include all
leisure trips,
with the
exception of
visits to
friends/relatives
Total Trips = Leisure + Business + Business-Leisure
top related