denver 2015 travel year€¦ · structure of the u.s. travel market 2015 overnight trips marketable...
TRANSCRIPT
Denver 2015 Travel Year
Prepared For:
: Travel Clients
Background & Purpose
Longwoods engaged to conduct visitor research for 2015 travel year:
Purposes• Estimate visitor volume and expenditures• Provide intelligence on:
competitive environment trip characteristicssources of business product deliverytraveler profile
Main focus is overnight travel
Method
Travel USA®
• Quarterly random samples of U.S. adult population
• Consumer online panel
• Profiles of representative sample of 300,000+ overnight and day trips each year
• Overview survey, then a custom follow-upo 3,077 Denver visitors completed the survey o 1,881 completed detailed follow-up
1,178 overnight 703 day
Structure of the U.S. Travel Market
2015 Overnight Trips
Marketable Leisure Trips
46%
Visits to Friends/ Relatives
44%
Business Trips10%
U.S. Market Trends for Overnight Trips
2015 vs. 2014Base: Adult Overnight Trips
2
2
0
-5 0 5 10
All Overnight Trips
Leisure
Business
Percent Change
Overnight Trips to Denver
7.2 7.1 7.9 8.8 9.4 9.0 9.6 10.3 10.2 9.7 9.9 10.411.7 12.2 12.2 12.1 12.7 13.2 13.6 14.0
15.4 16.4
0
5
10
15
20
`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 11 `12 `13 `14 `15
MIL
LIO
NS
OF
TRIP
S
6%
Overnight Leisure Trips to Denver
6.1 5.7 5.3 5.2 5.9 6.4 7.0 6.4 6.98.0 8.1 7.8 7.9 7.9
9.1 9.6 9.7 10.1 10.9 11.0 11.3 11.713.0 13.8
0
5
10
15
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15
6%
MIL
LIO
NS
OF
TRIP
S
Structure of Denver’s Overnight Leisure Travel Market
3 2.5 2.9 2.6 2.7 2.6 3.1 3.1 2.9 3.2 3 2.9 3 3.2 3.6 4 4.1 4.3 4.4 4.5 5 5.5 6 6.1
3.1 3.2 2.4 2.6 3.2 3.94 3.3 4
4.8 5.1 4.9 4.9 4.75.5 5.6 5.6 5.8 6.5 6.5 6.3 6.2
7 7.7
0
2
4
6
8
10
12
14
16
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15
MIL
LIO
NS
OF
TRIP
S
Marketable Trips Visits to Friends/Relatives
Denver’s Tourism Pays
1-A Passes
6.47.1
6.46.9
8.0 8.17.8 7.9 7.9
9.19.6 9.7 10.1
10.9 11.0 11.3 11.7
13.013.8
6.15.7
5.3 5.25.9
Overnight Business Trips to Denver
1.9 1.9 2.02.4 2.4 2.5 2.7
2.3 2.1 1.9 2.02.5 2.6 2.6 2.5
2.0 1.82.2 2.3 2.3 2.4 2.6
0.0
1.0
2.0
3.0
4.0
`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15
MIL
LIO
NS
OF
TRIP
S
9%
Total Travel Spending in Denver- Overnight Trips
1.7 1.6 1.72.0 2.1 2.2 2.1 2.2 2.3 2.2 2.2 2.3
2.7 2.9 3.12.8 3.0
3.33.6
4.0
4.65.0
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 `12 `13 `14 `15
$ B
ILLI
ON
S
9%
Total Expenditures in Denver- Overnight Trips
1.6 1.51.9 2.0 2.2 2.2 2.3 2.5 2.8
3.23.6
3.9
0.6 0.8 0.8 0.9 0.90.7 0.7 0.8 0.8 0.8 1.0 1.1
$0
$1
$2
$3
$4
`04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15
BIL
LIO
NS
OF
DO
LLA
RS
8%
13%
Total Spending Up 9%
Leisure Business
Travel Spending by Sector – Overnight Visitors
Accommodation(30%)
Eating/Drinking(20%)
Transportation(29%)
Retail(12%)
Recreation(9%)
Total Spending = $5 Billion
$1.51 Billion$1.00 Billion
$437 Million
$627 Million
$1.46 Billion
Contributions to Expenditures/Visitor Volumes
37
40
23
47
37
16
0 20 40 60
Visit to Friends/Relatives
Marketable Leisure
Business
PercentExpenditures Visitors
Base: Overnight Visitors
Average Daily Expenditures – Per Visitor
$126$113
$68
$138
$117
$70
$149$136
$71
$0
$20
$40
$60
$80
$100
$120
$140
$160
Business Marketable VFR
2013 2014 2015
Day Trips to Denver
7.0 7.37.8
8.38.8
10.2
12.0
0
5
10
15
`09 `10 `11 `12 `13 `14 `15
MIL
LIO
NS
OF
TRIP
S
18%
Denver’s Source of Business
States Contributing more than 5%
States contributing 2%-5%
DMAs contributing more than 2%
Base: Overnight Leisure Trips
76 71 71 70 70 74 7482
0
20
40
60
80
100
`08 `09 `10 `11 `12 `13 `14 `15
PER
CEN
T
More Out-of-State Leisure Visitors
Top Sources of Overnight Leisure Trips
Feed
er S
tate
s California
Texas
Florida
Illinois
Arizona
New York
Nebraska
Kansas
Virginia
Ohio
Feed
er C
itie
s Los Angeles
New York City
Chicago
Phoenix
Houston
Albuquerque
Dallas/Ft. Worth
Salt Lake City
San Francisco
Washington DC
Length of Stay - Leisure
3.53.7 3.7
3.3 3.43.2 3.2 3.3 3.3 3.2 3.3 3.3
3.63.3
3.5 3.6
0.0
1.0
2.0
3.0
4.0
5.0
`08 `09 `10 `11 `12 `13 `14 `15 `08 `09 `10 `11 `12 `13 `14 `15
AV
G. N
UM
BER
OF
NIG
HTS
Base: Overnight Leisure Trips
Denver U.S. Norm
Top Shopping/Entertainment Areas Visited in Denver
Sho
pp
ing 16th Street Mall
LoDo “Lower Downtown” Historic District
Cherry Creek
Denver Pavilions
Park Meadows Retail Resort
Larimer Square
Outlets at Castle Rock
Belmar
FlatIron Crossing Mall
Base: Non-residents of Colorado State
Attractions Visited in Denver
Paid
Ad
mis
sio
ns Denver Zoo
Denver Art Museum
Red Rocks Park & Amphitheatre
Denver Botanic Gardens
Buffalo Bill Museum & Grave
Denver Museum of Nature & Science/IMAX
Downtown Aquarium
Colorado Railroad Museum
Colorado Rockies
Butterfly Pavilion
Children’s Museum of Denver
Denver Broncos
Top
3 F
ree
Ad
mis
sio
ns Red Rocks Park &
Amphitheatre
Coors Brewery
Colorado State Capitol
79
79
73
72
65
0 20 40 60 80 100
2015 Visitors
2014 Visitors
2013 Visitors
2012 Visitors
2011 Visitors
Percent Who Strongly Agree
Denver’s Product – “Would Really Enjoy Visiting Again”
Another Banner Year!
Continuing to break records
Exceeding, not just matching national trends...Leisure visits up 52% vs. 20% nationally since 2005
How? Successful Marketing, product delivers on the promise
Tourism is important to Denver’s economy!
KEEP UP THE GOOD WORK!
THANK YOU!