executive summary asheville% · 2019. 6. 3. · tel.:+1.703.536.8500 # 2. 3 tableofcontents 19...

2014 ASHEVILLE

VISITOR PROFILE

Executive Summary

Charts & Graphs

Appendix

Year-End 2014 Visitor Profile. An Inside Look at the Overnight Leisure Travel Market in Asheville, NC Sindy Köhler Research Manager

June 2015

D. K. Shif)let & Associates, Ltd. 1750 Old Meadow Rd, Suite 620

McLean, Virginia 22102

Tel.: +1.703.536.8500 www.dksa.com

2

3

Table of Contents

Charts & Graphs 19 Market Share

Demographics

Trip Origin

Transportation

Trip Timing

Trip Characteristics

Activity Participation

Accommodation

Appendix

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21

35

41

44

51

63

70

74

Performance Ratings 73

Travel definition: Overnight Leisure segment defined as any overnight trip for the stay purpose of Leisure. Sample Frame: All U.S. travelers in Asheville, NC defined as Buncombe county. Timeframe: Travel Years 2012-2014 combined

This report compares Asheville’s Overnight Leisure traveler market during 2012-2014 to the average US traveler. While Asheville’s travel industry reported a strong time period compared to prior time periods, the destination consistently attracts its key market segments and offers cultural and culinary-based activities that provide travelers reasons to visit; especially couples

consisting of One Male/ One Female. The executive summary provides a comprehensive analysis of all key segments that dominate the mass market in Asheville and are customers with a high share in visitation in 2012-2014 that deserve attention. The following highlights will help travel marketers in Asheville continue the path of growth:

§  Age: mature travelers, Boomers genera4on §  Income: slightly lower average than the US average; one-‐third under $50K §  Lifestages: mature travel par4es with any income no children §  Employment: dropped 18 ppt since 2008-‐2010 and reached US levels; distribu4on of occupa4ons similar to the US §  Accommoda4on: majority of overnight travelers stay at paid hotel/motels (Mid-‐Level and High-‐End) or stay with

Friends/Rela4ves §  Purpose of Stay: Getaway Weekend, Visit Friends/Rela4ves, General Vaca4on, Special Events §  Ac4vity: Historic Sites, Culinary/ Dining Experience, Touring/ Sightseeing, Shopping, Visit Friends/Rela4ves, Visit

Friends/Rela4ves, Winery/Dis4llery/Brewery Tours, Parks, Museums, Art Exhibit etc., Hiking, Nightlife §  Length of Stay: single night stays but more than two nights stays are profitable segments §  Traveling Party: one male/ one female, one adult & travel par4es with children present §  Timing: preferred travel des4na4on from Spring through Fall (with peaks in July, June, September, April) §  Origin: North Carolina primary top Origin State (gradually decreased since 2009-‐2011); followed by South Carolina

and Georgia –  largest share of visitors arrive from Charloce, NC DMA, Greenville-‐Spartanburg, SC-‐Asheville-‐NC-‐Anderson, SC DMA, and Atlanta, GA DMA

–  Asheville’s travelers exclusively arrive by auto – traveling 283 miles on average (declined over 4me)

4

ExecuFve Summary

STUDY SPECIFICATIONS

§  Ra4ngs: Asheville received highest Excellent Sa4sfac4on, Value-‐For-‐The-‐Money, Friendly/Helpful People, Feeling of Safety, and Likely to Recommend ra4ngs (higher than the average US des4na4on)

–  Asheville Paid Hotel/Motel industry average Sa4sfac4on, Value-‐for-‐the-‐Money, and Staff Service ra4ngs almost as high as Asheville’s des4na4on ra4ng

5

ExecuFve Summary

Focus on your opportunity

§  Age: 35-‐54 years old §  Genera4on: GenX, Silent/GI §  Lifestage: Maturing & Free, Affluent Family, Young & Free §  Origin DMA: Greensboro-‐High Point-‐Winston Salem, NC; Knoxville, TN §  Purpose of Stay: Getaway Weekend, General Vaca4on §  Length of Stay: travelers staying 4-‐7 nights §  Traveling Party: 2 Males/2 Females or more adults travel par4es §  Ac4vi4es: all of the total travel par4es who par4cipate in the top 10 ac4vi4es, except those who par4cipate in

ac4vi4es with Friends/Rela4ves §  Season: Summer travelers §  Accommoda4on: High-‐End and Mid-‐Level Paid Hotel/Motel travelers

While understanding the Overnight Leisure travel market in terms of who is visiting the city, why, and what they do is imperative in painting a picture of travel to Asheville, it is also important to focus on the opportunities that lie ahead for Asheville’s tourism industry. Many segments have the potential to offer

not necessarily a high travel party share but are characterized by an even higher trip-dollar spending share which makes these segments particularly valuable to target. The following segments hold the potential to increase Asheville’s bottom line in traveler spending:

How to Read the Report Charts

6

Chart Title

Chart Number (e.g. 12) Travel Year (e.g. 2012-2014) Chart Segment (if available, e.g. Overnight Leisure) Data Metric (e.g. Person-Stays) Data Unit (e.g. % or $) Asheville’s sample size

Glossary or additional explanations

Destinations analyzed in the chart

Chart Section

Chart Legend Destination & Travel Segment

During 2012-2014, the Overnight Leisure Asheville traveler segment captured similar shares of the US travel market across all four travel metrics – Stays, Person-Stays, Person-Days, and Trip-Dollars. Asheville overnight leisure travel parties (or Stays) represent 0.22% of the US travel market. People often travel together with family, friends or with other groups. Thus, the Stays metric takes into account how many distinct groups of travelers came to the destination. Asheville overnight leisure travelers contributed the

largest share of all four metrics in Person-Stays – indicating how many people came to your destination, but not how long they stayed. Asheville overnight leisure travelers (or Person-Stays), the main focus of this report, represent 0.24% of the US overnight leisure travel market – slightly higher than measured in travel parties which is a result of either a higher average travel party size than the US (given that the average travel party size remained the same at the National level) or the average travel party size on the US level is lower than the average travel party size of the Asheville travel market. 2012-‐2014 (%) • ASHEVILLE N = 587 HOUSEHOLD COUNT

Asheville Overnight Leisure Travel is percentaged off US Overnight Leisure Travel

DesFnaFon Market Share

Asheville Overnight Leisure Market Share

Overnight Leisure traveler segment shares of the US travel market highest in

Visitors and lowest in Trip-‐Dollars…a fairly steady trend

over the past five 4me periods

7

0.22 0.23 0.20 0.21 0.23 0.24 0.21 0.22 0.22

0.24 0.22 0.21

Stays Person-‐Stays Person-‐Days Trip-‐Dollars

2010-‐2012 2011-‐2013 2012-‐2014

The Person-Days metric is simply the total number of days that visitors contributed to Asheville. Asheville overnight leisure travelers represent 0.22% of the US overnight leisure market share. Again, a just slightly lower share than in Person-Stays which can be attributed to changes in Asheville number of visitors, changes in length of stay of these visitors, changes in party composition shares, and/or changes in the day/ overnight mix relative to the US. Contrary to the contribution of number of trips or number of days spent in a destination, the Trip-Dollars metric represents the monetary worth of travelers. Changes in Direct Spending can not only be influenced by ALL other travel measures including

number of travel parties, number of persons, number of days, number of people in the Stays, length of stay, and individual traveler spending but also be related to changes in travel party composition, purpose of trip, activity participation levels, or accommodation choice.

DesFnaFon Market Share

8

Who are Asheville’s visitors? Asheville visitors can be described in three ways; basic demographics, lifestages and by generation. For the first time, Asheville welcomed the largest share of visitors in the 55 years and older age cohort in 2012-14, followed by one-third of travelers in the age group of 35-54 years which resulted in an average of 50 years of age. Similar to the average US destination, Asheville welcomed steadily more mature overnight leisure travelers over the past five time periods. Asheville’s Overnight Leisure travelers (50 years) are

slightly older than the US travelers (47 years) in 2012-2014. The middle age cohort is not the largest segment of Asheville travelers but the most profitable as 31% of travel parties represent 36% in trip-dollars.

Asheville attracts one out of four travelers with children in household (26%); a much lower share than US overnight leisure travelers (37%).

Since 2009-11, Asheville’s visitors are predominantly Boomers (43%), followed by a growidecreasinge of GenX (28%). The share of GenXers grew over the past five time periods whereas the share of Millennials increased while the Boomers and Silent/GI remained stable. The GenXers represent the most profitable segment (as 24% of travel parties represent 32% of trip-dollars).

2012-‐2014 US Asheville

Average Age 47 years 50 years

Employed 61% 59%

Re4red 21% 26%

Median Income (000) $72.3 $74.4

Children in Household 37% 26%

Genera4ons: Millennial GenX Boomer Silent/GI

25% 29% 35% 11%

18% 28% 43% 10%

Generations: Millennial – 1981-1996; GenX – 1965-1980; Boomer 1946-1964; Silent/GI – before 1945

Demographics

How do Asheville visitors compare?

Traveler Demographic Mature

2 out of 3 employed Slightly less than average

income 1 out of 4 with Kids in

Household

Consider Millennials long term growth opportunity

9

GLOSSARY

DKSA combines the three variables most likely to discriminate between travelers into seven Lifestages. These include age, household income and whether or not children are present in the household. These segments are generally used for promotion development and targeting. The majority of Asheville Overnight Leisure visitors (8 out of 10) are presented by Lifestages without children in the household, especially the Moderate Mature (20%) and Affluent Mature (25%) in 2012-2014. The chart to the right shows that all of Asheville Family Lifestages are somewhat equally valuable to the destination, however, the Affluent Mature lifestage contribute the most in travel party shares to Asheville’s tourism.

OVERNIGHT LEISURE 2012-‐2014 (%)

0

20

40

60

80

100

Family (Total)

Young Family

Moderate Family

Affluent Family

No Children (Total)

Young & Free

Mature & Free

Moderate Mature

Affluent Mature

Stays Trip-‐Dollars

DKSA Lifestage DefiniFons

Lifestage Head of HH Age (years) HH

Income Children

Where do Asheville visitors come from? About 24% of Asheville overnight leisure tourism is provided by in-State travelers. One out of every six visitors come from the Southeast Region, namely the States of South Carolina (17%), Georgia (14%) and Florida (8%).

The top ten states produce 83% of Asheville overnight leisure tourism. Asheville draws its overnight leisure visitors from a large pool of DMAs in the Southeast Census Division with the top 10 DMA markets accounting for half of all overnight leisure travelers. In terms of travel parties, Asheville attracts overnight leisure visitors from these top 3 markets: Charlotte, NC DMA (11.3%) Greenville-Spartanburg, SC-Asheville, NC-Anderson, SC DMA (9.4%), and Atlanta, GA DMA (8.4%).

None of these DMAs contribute positively to Asheville’s tourism dollars base. Albeit small in contribution, the only profitable DMAs are the following: Greensboro-High Point-Winston Salem, NC DMA (3% in Stays vs. 5% in Trip-Dollars) Knoxville, TN DMA (2% Stays vs. 4% Trip-Dollars), and Memphis, TN DMA (2% Stays vs. 3% Trip-Dollars).

Asheville Origin DMAs OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)

As Asheville draws the majority of its visitors from North Carolina and surrounding States, it is not surprising that more than 9 out of 10 of Asheville overnight leisure travelers arrive by auto - a slightly higher share than the US – and the average one-way distance traveled is about 280 miles. When at the destination, the majority uses a personal car (86%) or rental vehicle (8%) as primary mode of transportation. Unfortunately, barely any of Asheville travelers take the chance to walk when at the destination.

Origin Markets

24% of Asheville’s tourism provided by in-‐state travelers

Asheville Top 3 Origin States

North Carolina (↓ 14ppt over 2009-‐11; in steady decline)

South Carolina (↑ 6ppt over 2008-‐10; a steady growth)

Georgia (↑ 8ppt over 2009-‐11)

Asheville Top 3 DMAs

Charleston, SC DMA Macon, GA DMA

Greensboro-‐High Point-‐Winston Salem, NC DMA

11

Charlotte, NC 12.6% Greenville-Spartanburg, SC-Asheville, NC- 8.8% Anderson, SC Atlanta, GA 8.2% Raleigh-Durham, NC 7.3% Charleston, SC 6.8% Macon, GA 5.0% Greensboro-High Point-Winston Salem, NC 2.9% Philadelphia, PA 2.2% Nashville, TN 2.2% Gainesville, FL 2.2%

Why do travelers visit Asheville? Asheville welcomes equal shares of travelers for Vacation and Non-Vacation purposes. Getaway Weekend travel (27%), Visit Friends/Relatives (24%), and General Vacation (22%) are predominant reasons for travelers to visit Asheville and most reliable sources for Asheville’s visitation volume. Despite the high shares, travelers Visiting Friends/Relatives do not contribute as much to Asheville’s spending base, and thus lose in value (29% in Stays represent 20% in Trip-Dollars). Travelers visiting

Asheville for Getaway Weekend are the most valuable overnight leisure segment as they represent 28% in travel party shares and 34% in trip-dollars.

Compared to the U.S., Asheville attracts fewer shares of travelers who Visit Friends/Relatives and higher shares of Getaway Weekend and General Vacation travelers.

OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)

0

10

20

30

40

U.S. Asheville

Getaway Weekend -‐ Night General Vaca4on -‐ Night Visit Friends/Rela4ves Special Event Conven4on, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

Travel Purpose

Asheville Purpose of Travel

Top Asheville Purpose Getaway Weekend

Visit Friends/Rela4ves General Vaca4on

Most profitable segments Getaway Weekend General Vaca4on

12

How much do travelers spend on their stay in Asheville? After four years of steady growth, total average daily spending (including transportation) by Asheville’s Overnight Leisure visitors dipped slightly and reached $128 per person per day. Uniquely in 2012 and onwards, the increase over 2010-2012 and 2011-2013 resulted more from a change in spending calculation than from a surge in transportation and lodging spending1.

However, the same calculation changes were applied to all destinations, and US Overnight traveler spending

($116) is still lower than Asheville’s daily average. The majority of the daily expenditure was spend on Food & Beverage (26%), Transportation (23%), Lodging (21%), Shopping (14%), Entertainment & Recreation (14%), and Other Expenses (2%) in Asheville.

TOTAL PERSON-‐DAYS 2012-‐2014 (%)

0

10

20

30

40

50

US Asheville

Transporta4on Food Room Shopping Entertainment Miscellaneous

$116 avg. $128 avg.

1) because individual averages are no longer calculated off a common base, the sum of sub-category averages will no longer equal the total average. 2) it will be difficult to compare 2012 per-person-per-day spending to previous years, particularly for Transportation and Lodging.

Spending

Per-‐Person-‐Per-‐Day-‐Spending

Highest Spending Categories Lodging

Food & Beverage Transporta4on

13 The improved survey logic (2012+) has eliminated many non-responses for spending which were previously considered as $0. Where previously, spending was calculated on the entire base of those reporting at least $1 spent in at least one category, sometimes resulting in lower than expected averages, it is now calculates based on only those respondents reporting spending in a given category. The result of these changes is two-fold:

2012 SPENDING CALCULATION CHANGES

Where do Asheville visitors stay? Most of Asheville’s overnight leisure travel parties are accounted for by those staying in Paid Hotels (52%), closely followed by private homes (30%). Among those who stay in paid accommodations, one-third stay in mid-level – a much higher share than the US average, and another one out of 10 stay in both high-end and economy hotel/motel accommodations. Asheville hosts a slightly larger share of visitors staying in Paid Hotels than the average U.S. destination. Naturally, as the primary purpose to visit

Asheville is to visit for a Getaway Weekend and General Vacation. Both, Asheville’s Overnight travelers who stay in Mid-Level and High End hotels are especially worth to target as they generate higher shares in Trip-Dollars (35% and 18%, respectively) than in Stays (29% and 12%, respectively). Typically those who stay with Friends/ Relatives do not contribute nearly as much in monetary value (20%) to the destination as they represent in Stays share (30%).

OVERNIGHT STAYS 2012-‐2014 (%)

Paid Non-‐Hotel 15%

Non-‐Paid Lodging 28%

Other Hotel 3%

High-‐End 13%

Mid-‐Level 31%

Economy 10%

Paid Hotel 54%

AccommodaFons

Asheville AccommodaFons

Those who stay in hotels, choose mainly Mid-Level,

followed by High-End Hotels/Motels

Both are most profitable

segments

Slight decrease of 0.1 in average hotel satisfaction due

to increase in poor ratings (satisfaction)

14

How long do Asheville’s visitors stay? Asheville hosts guests steadily throughout the year with a clear preference for the Summer months at the expense of the Winter months during 2012-2014. It appears seasonal just as any typical overnight leisure destination which generally peaks during the summer seasons. Asheville’s visitation has been fairly consistent over the years, except it lost travelers during the month of August whereas Asheville suddenly gained in the month of April.

Timing

Most total travel par4es stay for less than three nights

Top Travel Months Jul, Jun, Sep, Apr

Bo^om Travel Months

Jan, Feb, Oct, Aug

15

Asheville attracts high share of visitors who stay one night (36%) and two nights (27%) – similar shares to the average US destination.

Overall, overnight leisure visitors to Asheville stay 2.44 nights which is below the U.S. average (2.70 nights) due to a higher share of three nights and a lower share of travel parties staying more than 8 nights. However, while the U.S. average welcomed visitors for a shorter length of stay, Asheville’s overnight leisure travelers consistently stay longer since 2009-2011.

Encourage longer stays of at least two nights as they are most profitable.

When do travelers visit Asheville?

What do Asheville visitors do? Asheville Overnight Leisure travel parties have a much higher propensity to participate in the following activities than travel parties to the average US destination:

•  Winery/Distillery/Brewery Tours (8.0 times as high)

•  Historic Sites (3.5 times) •  Touring/Sightseeing (2.6 times) •  Extreme/Adventure Sports (2.4 times) •  Museums, Art Exhibits, etc. (2.2 times) •  Hiking (2.1 times) •  Parks (national, state) (1.7 times) •  Eco/Sustainable Travel (1.7 times) •  Festival/Fairs (1.4 times) •  Culinary/Dining Experience (1.3 times) •  Show: Boat, Car, Home (1.3 times) •  Shopping (1.2 times)

AcFviFes

Asheville can posi4on itself as an Overnight Leisure

des4na4on for:

Cultural-‐ and Culinary-‐based ac4vi4es

FesFval/Fairs are small shares of ac4vi4es but slightly

higher than the US (profitable segment)

16

Nine out of ten travel parties participate in an activity when visiting Asheville, the same participation rate as in other US average destinations (89%).

Overnight Leisure travel parties who visit Asheville participated most in the following activities in 2012-2014:

1.  Historic Sites 2.  Culinary/ Dining Experience 3.  Touring/Sightseeing 4.  Shopping 5.  Visit Friends/Relatives 6.  Winery/Distillery/Brewery Tours 7.  Parks (national/state) 8.  Museums, Art Exhibits, etc. 9.  Hiking 10.  Nightlife

It is always recommended to engage travelers in activities (89%) as those participating in any activity tend to spend more on their stay (97%). The same is true for Asheville. Travelers who participate in the following activities spend more in trip-dollars than they represent in travel parties during 2012-2014:

§  Shopping §  Touring/Sightseeing §  Historic Sites §  Culinary/Dining §  Winery/Distillery/Brewery Tours §  Museum, Art, Exhibit etc. §  Festival/Fairs §  Nightlife §  Parks (national, state)

AcFviFes

17

Compared to the average US destination, Overnight Leisure travel parties propensity to participate in Extreme/Adventure Sports, Nightlife, Amateur and Professional Sports Event increased in 2012-14 over 2011-13

a) which means that either Asheville’s travelers are more likely to participate in these activities than visitors to the average US destination and/or the average US destination travel party increased their participation at a much slower rate than Asheville’s travel parties. whereas Hiking, Eco/Sustainable Travel, Festival/Fairs, Wildlife Viewing, Camping, Wedding, Real Estate, Biking, Golf, Beach/Waterfront decreased in 2012-14 over 2011-13 b) which indicates that either participation among Asheville’s travel parties declined and/or the average US destination travel party increased their participation at a much greater rate than Asheville’s travel parties.

How do Asheville visitors rate the City? Respondents are asked to rate their overall satisfaction with the destinations they visit and on the overall value-for-the-money the destination provides. Ratings are on a 10-point scale, where 1 is low or ‘poor’ and 10 is high or ‘excellent’.

Overnight Leisure visitors report exceptionally strong image attribute ratings for Asheville in 2012-2014; with Likely to Recommend Asheville (average of 9.1) leading the way, followed by friendly/helpful people in Asheville (average of 8.9), value-for-the-money (average of 8.9), feeling of safety (average of 8.9), and satisfaction with Asheville (average of 8.8).

OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)

2

20

78

17

82

Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)

US Asheville

DesFnaFon Value for the Money OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)

Consistently over the past five time periods, Asheville rated higher than the average US destination on all attributes due to higher excellent (8-10) and no poor (1-4) ratings for satisfaction and value for Asheville. Asheville received from travelers a range of excellent ratings (from 82% for Satisfaction and Value-for-the-money up to 86% for Likely-to-Recommend). Asheville’s hotel sector, however, received slightly lower averages among those staying in Paid Hotel/Motels for satisfaction with the hotel (8.2) and value-for-the-money (8.0) than the destination as a whole…just like the average US destination.

SaFsfacFon and Value

Overall DesFnaFon SaFsfacFon

Asheville’s average sa4sfac4on and value ra4ngs

consistently increased over the past four

consecu4ve 4me periods.

18

2

25

73

1

17

82

Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)

US Asheville

19

Charts and Graphs

Asheville Year-‐End 2012-‐2014 Visitor Profile

Asheville Share of U.S. Travel Segments

Chart 1 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count

0.22 0.24 0.22 0.21

Stays Person-‐Stays Person-‐Days Direct Spending

MARKET SHARE

20

Age DistribuFon: U.S. and Asheville

Chart 2 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count

29

20

37

34

35

46

U.S.

Asheville, NC

18-‐34 years 35-‐54 years 55 + years

DEMOGRAPHICS

Average

47

50

21

Asheville Avg. Party per Trip Spending by Age

Chart 3 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count

769

833 845

689

Asheville 18-‐34 years 35-‐54 years 55+ years

DEMOGRAPHICS

Average Party per Trip Spending Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

GLOSSARY

22

Asheville Age Comparison


20

31

50

21

36

43

18-‐34 years 35-‐54 years 55+ years

Stays Based Trip-‐Dollars Based

DEMOGRAPHICS

23

Racial DistribuFon: U.S. and Asheville


80

84

10

13

5

2

0

0

2

1

5

2

U.S.

Asheville

White Black Asian NaFve Hawaiian or other Pacific Islander NaFve American or Alaska NaFve Other/Mixed

DEMOGRAPHICS

24

Hispanic Origin: U.S. and Asheville

Chart 6 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 8 household count (*use with cau4on due to low sample size)

14

4

U.S.

Asheville

Hispanic, LaFno/Spanish

DEMOGRAPHICS

25

Sexual OrientaFon: U.S. and Asheville


3

4

93

93

4

4

U.S.

Asheville

Gay/Lesbian (GLBT) Heterosexual/Straight Other

DEMOGRAPHICS

26

DistribuFon of Children in Household: U.S. and Asheville


63

74

15

11

20

13

17

11

U.S.

Asheville

No Children 5 years old or younger 6-‐12 years old 13-‐17 years old

DEMOGRAPHICS

GLOSSARY Sum exceeds 100% due to multiple-children households.

27

Household Income DistribuFon: U.S. and Asheville


33

28

19

22

16

20

18

18

14

11

U.S.

Asheville

Under $50,000 $50,000 -‐ $74,999 $75,000 -‐ $99,999 $100,000-‐$149,999 $150,000+

DEMOGRAPHICS

Average

$89,627

$85,671

28

Lifestage DistribuFon: U.S. and Asheville


16

15

13

5

16

14

8

5

11

13

11

20

20

25

U.S.

Asheville

Young & Free Young Family Maturing & Free Moderate Family

Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

29

Asheville Avg. Party per Trip Spending by Lifestage


769

820

886 864

646

934

430

930

Asheville Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

30

Asheville Lifestage Comparison


15

5

16

4 9

22 27

17

4

20

4

12 14

27

Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature


DEMOGRAPHICS

31

Traveler GeneraFon DistribuFon: U.S. and Asheville


25

18

29

28

35

43

11

10

U.S.

Asheville

Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

32

Asheville Avg. Party per Trip Spending by GeneraFon

Chart 14 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Grren Bay N = 570 household count

769 763

951

639

928

Asheville Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

33

Asheville Traveler GeneraFon Comparison


18

24

49

9

18

32

39

11

Millennials GenXers Boomers Silent/GI


DEMOGRAPHICS

34

LEGEND

Pacific 1.7% Mountain 0.4% West North Central 1.4% West South Central 1.6% East North Central 7.7% East South Central 12.6% New England 1.5% Middle Atlan4c 5.2% South Atlan4c 67.8%

CA

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC TN

KY IN OH

NC

SD

KS

NE

MN WI

IA IL

MO

AR MS

OK

ND OR

NV

WA

AK

PA

ME

VA

NY CT

WV MD NJ

VT NH

MA

DE

RI

HI

LA

MI

GA TX

Origin Divisions for Travel to Asheville


TRIP ORIGIN

35

Top Origin States to Asheville


TRIP ORIGIN

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC TN

KY IN OH

NC

SD

KS

NE

MN WI

IA IL

MO

AR MS

OK

ND OR

NV

WA

AK

PA

ME

VA

NY CT

WV MD NJ

VT NH MA

DE

RI

HI

MI

GA TX

CA LEGEND 24.3% North Carolina

2.0% Illinois

13.8% Georgia

8.0% Florida

17.0% South Carolina

7.3% Tennessee 3.1% Pennsylvania 3.1% Virginia

36

2.3% Kentucky LA

IL

FL

NC

Top Origin DMAs to Asheville


TRIP ORIGIN

U.S. Asheville

Charloce, NC 1.2% 12.6%

Greenville-‐Spartanburg, SC – Asheville, NC – Anderson, SC 0.8% 8.8%

Atlanta, GA 2.2% 8.2%

Raleigh-‐Durham, NC 1.4% 7.3%

Charleston, SC 0.3% 6.8%

Macon, GA 0.2% 5.0%

Greensboro-‐High Point-‐Winston Salem, NC 0.7% 2.9%

Philadelphia, PA 2.5% 2.2%

Nashville, TN 0.8% 2.2%

Gainesville, FL 0.1% 2.2%

Top 12 Sum 10.2% 58.2%

37

Asheville Avg. Party per Trip Spending by Origin DMA


769

1,511

1,362

1,316

1,186

950

896

876

Asheville

Knoxville, TN

Greensboro-‐High Point-‐Winston Salem, NC

Memphis, TN

Norfolk-‐Portsmouth-‐Newport News, VA

New York, NY

Miami, FL

Cha^anooga, TN

TRIP ORIGIN

38

Asheville Avg. Party per Trip Spending by Origin DMA


769

777

751

709

649

629

411

311

Asheville

Charlo^e, NC

Raleigh-‐Durham, NC

Greenville-‐Spartanburg, SC -‐ Asheville, NC -‐Anderson, SC

Atlanta, GA

Nashville, TN

Charleston, SC

Macon, GA

TRIP ORIGIN

39

Asheville Origin DMA Comparison


11

9

8

8

8

6

3

2

2

2

2

10

7

4

7

5

3

5

3

4

3

3

Charlo^e, NC

Greenville-‐Spartanburg, SC-‐Asheville, NC-‐Anderson, SC

Atlanta, GA

Raleigh-‐Durham, NC

Charleston, SC

Macon, GA

Greensboro-‐High Point-‐Winston Salem, NC

Memphis, TN

Knoxville, TN

Norfolk-‐Portsmouth-‐Newport News, VA

Miami-‐Fort Lauderdale, FL


TRIP ORIGIN

40

Main Mode of TransportaFon: U.S. and Asheville


11

3

86

95

4

2

U.S.

Asheville

Air Auto Other

TRANSPORTATION

41

Travel Distance by Auto: U.S. and Asheville


27

22

28

23

15

25

13

18

16

12

U.S.

Asheville

100 miles or less 101-‐200 miles 201-‐300 miles 301-‐500 miles 501+ miles

TRANSPORTATION

42

Travel Distance by Air: U.S. and Asheville


8

11

20

45

20

6

52

39

U.S.

Asheville

300 miles or less 301-‐700 miles 701-‐1,000 miles 1,001+ miles

TRANSPORTATION

43

Asheville Month Trip Started


2 3

8 10

8

11

14

7

11

7 9 9

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TRIP TIMING

44

Trip Timing by Quarter: U.S. and Asheville


20

13

26

29

32

33

21

25

U.S.

Asheville

First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

45

Asheville Avg. Party per Trip Spending by Quarter


769

658 716

807 848

Asheville First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

46

Asheville Trip Timing Comparison by Quarter


14

28 33

25

12

28 31 29

First Quarter Second Quarter Third Quarter Fourth Quarter


TRIP TIMING

47

Trip Timing by Season: U.S. and Asheville


20

12

24

25

35

33

22

28

U.S.

Asheville

Winter Spring Summer Fall

TRIP TIMING

48

Asheville Avg. Party per Trip Spending by Season


769

696

591

929

819

Asheville Winter Spring Summer Fall

TRIP TIMING

49

Asheville Trip Timing Comparison by Season


15

25 29 30

16 20

33 31

Winter Spring Summer Fall


TRIP TIMING

50

Purpose of Stay DistribuFon: U.S. and Asheville


21

27

19

22

33

24

12

12

3

4

1

1

1

2

9

8

U.S.

Asheville

Getaway Weekend (overnight) General VacaFon (overnight) Visit Friends/ RelaFves Special Event

ConvenFon/ Show/ Conference Medical/ Health Care Seminar/Class/ Training Other Leisure/ Personal

TRIP CHARACTERISTICS

51

Asheville Avg. Party per Trip Spending by Purpose of Stay


769

969

1,128

442

768

444 492

1,729

437

Asheville Getaway Weekend (overnight)

General VacaFon (overnight)

Visit Friends/ RelaFves

Special Event ConvenFon/ Show/

Conference

Medical/ Health Care

Seminar/ Class/ Training

Other Leisure/ Personal


52

Asheville Purpose of Stay Comparison


28

22

29

11

2 1 1

7

34

25 20

12

1 0 2 6

Getaway Weekend (overnight)

General VacaFon (overnight)

Visit Friends/ RelaFves

Special Event ConvenFon/ Show/ Conference

Medical/ Health Care

Seminar/ Class/ Training

Other Leisure/ Personal



53

Travel Party ComposiFon: U.S. and Asheville

Chart 35 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 587 household count

32

14

39

62

6

6

6

5

17

13

U.S.

Asheville

One Adult Couples MM/FF Three or More Adults Children Present


Children Present Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household. MM/FF Include either two females or two males from different households traveling together.

GLOSSARY

Average

2.13

2.28

54

Average Travel Party Size Overview: U.S. and Asheville

Chart 36 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count

2.18 2.27 2.13 2.28

U.S. Asheville

2011-‐2013 2012-‐2014


55

Asheville Avg. Party per Trip Spending by Travel Party ComposiFon


769

586

813 782

658

786

Asheville One Adult Couples MM/FF Three or More Adults Children Present


56

Asheville Travel Party Comparison


14

62

6 5

13 9

58

8 8

17

One Adult Couples MM/FF Three or More Adults Children Present



57

Stay Length DistribuFon: U.S. and Asheville


38

36

26

27

14

18

18

17

4

2

U.S.

Asheville

1 night 2 nights 3 nights 4-‐7 nights 8+ nights


Average in Nights

2.70

2.44

58

Average Stay Length Overview (in days): U.S. and Asheville

Chart 40 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count

2.73 2.38

2.70 2.44

U.S. Asheville

2011-‐2013 2012-‐2014


59

Asheville Avg. Party per Trip Spending by Stay Length


769

402

853 813

1,221

1,913

Asheville 1 night 2 nights 3 nights 4-‐7 nights 8+ nights


60

Asheville Stay Length Comparison


36

27

18 17

2

20

29

20 25

6

1 night 2 nights 3 nights 4-‐7 nights 8+ nights



61

Daily Spending Per Person by Category: U.S. and Asheville

Chart 43 • Segment: 2012-‐2014 Overnight Leisure Person-‐Days (%) • Asheville N = 569 household count

28

23

24

26

14

14

13

14

3

2

U.S.

Asheville

TransportaFon Food Room Shopping Entertainment Miscellaneous


Average

$116

$128

62

Asheville AcFvity ParFcipaFon


Acrac4on 17%

• Amateur Sports (2%) • Professional Sports Event (1%) • Gambling (2%) • Night Life (11%) • Show: Boat, Car, Home (2%) • Theme/Water Park (2%) • Zoo/Aquarium (1%)

Culture 61%

• Concert, Theater, Dance (6%) • Fes4val/ Fairs (9%) • Historic Sites (40%) • Museum, Art Exhibits, etc. (20%) • Movies (4%) • Touring/Sightseeing (36%)

Family/ Life Events 38%

• Visit Friends/ Rela4ves (25%) • Holiday Celebra4on (6%) • Reunion/ Gradua4on (3%) • Wedding (3%) • Funeral/ Memorial (0%) • Personal Special Event (5%)

• Culinary/ Dining Experience (38%) • Winery/ Dis4llery/ Brewery (22%)

Nature 24%

• Beach/ Waterfront (1%) • Camping (3%) • Eco/Sustainable Travel (1%) • Wildlife Viewing (4%) • Parks: Na4onal/ State (21%)

Outdoor Sports 18%

• Boa4ng/ Sailing (1%) • Golfing (1%) • Hun4ng (0%) • Fishing (1%) • Hiking (14%) • Biking (2%) • Tennis (0%)

• Water Sports (1%) • Extreme Adventure Sports (1%) • Snow/ Winter Sports (0%)

General 36%

• Shopping (34%) • Real Estate: buy/ Sell (0%) • Medical/ Health/ Doctor Visit (1%) • Service/ Volunteerism/ Charity (1%) • Religious/ Faith Based Event (1%) • Spa (1%) • Other Ac4vi4es (3%)

ACTIVITY PARTICIPATION

Liba4on and Culinary 50%

63

Top AcFviFes at the DesFnaFon



GLOSSARY

U.S. Asheville U.S. Asheville

Historic Sites 26% 40% Theme/Amusement/Water Parks 3% 2% Culinary/Dining Experience 23% 38% Show: Boat, Car, Home 3% 2% Touring/Sightseeing 22% 36% Professional Sports Event 3% 1% Shopping 6% 34% Religious/Faith Based Conference 3% 1% Visit Friends/RelaFves (general visit) 2% 25% Extreme/Adventure Sports 2% 1% Winery/DisFllery/Brewery Tours 8% 22% Eco/Sustainable Travel 2% 1% Parks (naFonal/state, etc.) 9% 21% Zoo/Aquarium 5% 1% Museums, Art Exhibits etc. 7% 20% Spa 2% 1% Hiking 7% 14% Beach/Waterfront 3% 1% Nightlife (bar, nightclub, etc.) 6% 11% Fishing 2% 1% FesFvals/Fairs (state, crar, etc.) 7% 9% Medical/Health/Doctor Visit 4% 1%

Concerts/Theatre/Dance etc. 11% 6% Water Sports 4% 1% Holiday CelebraFon (Thanksgiving, July 4th etc.) 4% 6% Service/Volunteerism/Charity 1% 1% Other Personal CelebraFons (2012+) 5% 5% BoaFng/Sailing 1% 1% Wildlife Viewing (birds, whales, etc.) 4% 5% Golfing 2% 1% Movies 4% 4% Funeral/Memorial 1% 0% Reunion/GraduaFon 2% 3% Real Estate (buy/sell) 1% 0% Camping 6% 3% Snow/Winter Sports 1% 0% Amateur Sports (a^end/parFcipate) 2% 3% Business/Work (2012+) 2% 0% Wedding 2% 3% HunFng 0% 0% Biking 2% 2% Tennis 1% 0% Gambling (slots, cards, horses, etc.) 1% 2% Other 1% 3%

64

Asheville AcFvity Index

Chart 46 • Segment: 2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count

804

349

256 238 219 212 171 168

139 131

Winery/ Dis4llery/

Brewery Tours

Historic Sites Touring/ Sightseeing

Extreme/ Adventure Sports

Museums, Art Exhibits, etc.

Hiking Parks (na4onal/ state etc.)

Eco/ Sustainable

Travel

Fes4vals/ Fairs (state, crav,

etc.)

Culinary/ Dining Experience


The ac4vity index uses the U.S. to determine the average of 100 and anything above is an ac4vity that travelers in Asheville are more likely to do than visitors to the U.S. The Index is different from the share of par4cipa4on in that it only reflects a traveler’s propensity to par4cipate in an ac4vity, rela4ve to the propensity for average U.S. des4na4ons.

U.S. AcFvity ParFcipaFon = 100

65

Asheville Avg. Party per Trip Spending by AcFviFes


769

2097 2074

1910

1728 1726 1705

1312 1286 1271 1265 1217 1207

Asheville Gambling Zoo/ Aquarium Spa Professional Sports Event

Boa4ng, Sailing Fes4vals/ Fairs Nightlife Amateur Sports

Movies Other Personal Celebra4ons

Shopping Other


66

Asheville Avg. Party per Trip Spending by AcFviFes


769

1200 1166 1152 1132 1124 1079 1073 1056 1051 1044 1011 1000


67

Asheville AcFvity Comparison


40

38

36

34

25

22

21

20

14

11

9

6

6

57

54

50

53

25

35

28

30

17

19

18

8

9

Historic Sites

Culinary/Dining Experience

Touring/Sightseeing

Shopping

Visit Friends/RelaFves (general visit)

Winery/DisFllery/Brewery Tours

Parks (naFonal/state, etc.)

Museums, Art Exhibits etc.

Hiking

Nightlife (bar, nightclub, etc.)

FesFvals/Fairs (state, crar, etc.)

Concerts/Theatre/Dance etc.

Holiday CelebraFon (Thanksgiving, July 4th etc.)



68

Asheville AcFvity Comparison


5

5

4

3

3

3

3

3

2

2

2

2

1

7

7

6

5

3

0

4

3

2

6

4

2

4

Other Personal CelebraFons

Wildlife Viewing (birds, whales, etc.)

Movies

Other

Reunion/GraduaFon

Camping

Amateur Sports (a^end/parFcipate)

Wedding

Biking

Gambling (slots, cards, horses, etc.)

Theme/Amusement/Water Parks

Show: Boat, Car, Home

Professional Sports Event



69

AccommodaFon Type: U.S. and Asheville


46

57

11

15

40

27

3

1

U.S.

Asheville

Hotel Other Paid Non-‐Hotel Friend/RelaFve's Home (NP) (2012+) Other Overnight

ACCOMMODATION

70

Asheville Avg. Party per Trip Spending by AccommodaFon Type


769

935

1,096

459

269

Asheville Hotel/Motel Other Paid Non-‐Hotel Friend/RelaFve's Home (2012+) (NP)

Other Overnight

ACCOMMODATION

71

Asheville AccommodaFon Type Comparison


52

14

32

2

64

13

23

0

Hotel Other Paid Non-‐Hotel Friend/RelaFve's Home (2012+) (NP) Other Overnight


ACCOMMODATION

72

Satisfaction and Value ratings may be combined into a matrix which places each destination in the location where Satisfaction and Value intersect. Destinations or segments fall into one of four quadrants. Those that are in the High Satisfaction/ High Value quadrant have the most loyal visitors. Those visitors are most likely not only to return, but they are likely to spend more, as well as provide invaluable word-of-mouth recommendations. The graph to the left shows these data for Asheville and the US average.

Asheville RaFngs

Chart 54 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count

PERFORMANCE RATINGS

U.S.

Asheville

50

55

60

65

70

75

80

85

90

95

100

50 55 60 65 70 75 80 85 90 95 100

Excellent Satisfaction (8-10)

Exce

llent

Val

ue (8

-10)

Data Year:

2011 – 2013 2012 – 2014

U.S.

Low SaFsfacFon Low Value

High SaFsfacFon High Value

Low SaFsfacFon High Value

High SaFsfacFon Low Value

73

Asheville

74

Appendix

The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows:

StaFsFcal References

Confidence Interval

The chart below compares two proportions from different samples for statistical significance. Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the resulting Z score is lower, there is no significant difference.

Significance TesFng

Example: If the auto travel finding for Overnight Leisure travel to Asheville, NC is 95% in 2012 – 2014 and the sample size is 575 using the chart to the right we can say that at the 90% level of confidence the proportion ranges between 93.8% and 96.2%.

Example: If the Overnight Leisure travel for car travel to Asheville, NC is 95% in 2012-2014 and was 93% in 2011-2013, using the chart to the right, we can say that the actual proportion change is statistically not significant since the resulting Z score (-1.36) is smaller than the table Z score (-/+1.64).

Total Travel Sample Size for 2012-‐2014 At or near 2% or 98%

At or near 5% or 95%



At or near 50%

U.S. 129,666 0.0% 0.1% 0.1% 0.1% 0.2%

Asheville 575 0.7% 1.2% 1.8% 2.6% 3.4%

Data Input Sample 1 Sample 2 ResulFng Z Score Z score Confidence Level Propor4on 93% 95% (+/-‐) 1.96 95% Sample Size (n) 524 523 -‐1.36 (+/-‐) 1.64 90%

75

DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DKSA contacts 50,000 distinct U.S. households monthly and has done so since 1991. DKSA is able to provide current behavior and long term trended analyses on a wide range of travel.

DKSA data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DKSA.

Both traveling and non-traveling households are surveyed each month enabling DKSA to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases. "Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from

home and back in the same day. Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets.

Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it.

Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DKSA’s Quality control committee conducts bi-monthly meetings to review survey results and examine methods to maintain and improve quality control.

76

Research Methodology

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