idaho 2013 visitor profile...visiting friends/relatives touring through a region to experience its...

Idaho 2013 Visitor Profile Idaho Conference on Recreation & Tourism

May 7, 2014 Sun Valley, Idaho AnnDee Johnson

Longwoods International

2

Established in 1978 as

consultancy-focused

research company

Tourism since 1985

9,000 interviews –

changing Canada’s

image


3

Today Travel USA®

Screens 2,000,000 Americans annually on-line

Employed by States, CVBs, industry associations, hotels, cruise

lines, to assist in the planning of their tourism marketing efforts.

We specialize in integrated research programs:

Visitor tracking and profiling

Image and branding

Accountability/communication effectiveness - Longwoods

R.O.EYE™


4

Client base throughout North America

Research programs conducted in U.S., Canada, U.K., Japan,

Mexico, Germany, Argentina, Brazil, and Colombia

Travel Clients

5

http://www.arizonaguide.com/home.asp

http://www.virginia.org/home.asp

Non-Travel Clients

6

Peer Awards

7

TTRA

MRIA

“Best Practices in

Tourism,” Dr. Rich Harrill

ARF – David Ogilvy Award

Introduction

8

Large-scale syndicated visitor research quarterly since

1990

Online since 2007

Each quarter, a random cross-section of online sample

invited to participate

A reminder is e-mailed several days later to non-

responders.

Largest ongoing study ever conducted of American

travelers

Overview for Idaho’s domestic tourism business in 2013

Does not include any international tourism analysis,

including Canada.

Key Terms Defined

9

An Overnight Trip is any journey for business or pleasure,

outside your community and not part of your normal routine,

where you spent one more nights away from home.

A Day Trip is any journey for business or pleasure, outside

your community and not part of your normal routine, that did

not include an overnight stay. Day trips involve travel of more

than 50 miles from home.

A Person-Trip is one trip taken by one visitor

Person-trips are the key unit of measure for this report.

Trip-Type Segments

10

Leisure Trips: includes all trips where the main purpose was one of the following:

Visiting friends/relatives

Touring through a region to experience its scenic beauty, history and culture

Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating

Special event, such as a fair, festival, or sports event

City trip

Cruise

Casino

Theme park

Resort (ocean beach, inland or mountain resort)

Skiing/snowboarding

Golf

Business Trips: includes

Conference/convention

Other business trip

Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one

additional day to experience the same place or nearby area simply for leisure.

Marketable

Trips:

Includes all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

Size & Structure of the

U.S. Travel Market

Total Size of the U.S. Travel Market — 2009-2013

1,312 1,367 1,413 1,451 1,480

0

500

1,000

1,500

2,000

2009 2010 2011 2012 2013

Mill

ion

s o

f Tr

ips

12

Base: Total Overnight Trips

2.0%

Structure of the U.S. Travel Market — 2013 Overnight Trips

13

Visits to Friends/Relatives

44%

Marketable 43%

Business 10%

Business-Leisure 4%

Base: Adult Overnight Trips

U.S. Market Trends for Overnight Trips — 2013 vs. 2012

2

3

2

-3

-1

-10 -5 0 5 10

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change

14

Base: Overnight Trips

Size & Structure of

Idaho’s Travel Market

Total Size of the Idaho Travel Market in 2013

16

Total Person-Trips* = 30.7 Million

Day Trips 62% Overnight Trips

38%

11.8 Million 18.9 Million

*Total volume includes both adults and children

Size of Idaho’s Overnight Travel Market — Adults vs. Children

17

Total Overnight Person-Trips = 11.8 Million

Adults 69%

Children 31%

3.6 Million

8.2 Million

Idaho’s Overnight Travel Market — by Trip Purpose

18

Leisure 86%

Business 9%

Business-Leisure

5%

Adult Overnight Person-Trips = 8.2 Million

Size of Idaho’s Day Travel Market — Adults vs. Children

19

Total Day Person-Trips = 18.9 Million

Adults 72%

Children 28%

5.3 Million

13.6 Million

Idaho’s Day Travel Market — by Trip Purpose

20

Leisure 88%

Business 8%

Business-Leisure

4%

Adult Day Person-Trips = 13.5 Million

Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

23

Total Spending = $1.4 Billion

Lodging 34%

Restaurant Food &

Beverage 25%

Retail 15%

Transportation 15%

Recreation 11%

$475 Million

$156 Million

$212 Million

$213 Million

$351 Million

Average Per Person Expenditures on Overnight Trips — By Sector

24

Base: Total Overnight Person-Trips

$40

$30

$18 $18 $13

0

10

20

30

40

50

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Do

llars

Average Per Person Expenditures on Overnight — by Trip Purpose

25

$114

$151

0

100

200

Leisure Business

Do

llars

Base: Total Overnight Person-Trips

Overnight Trip Characteristics

27

Main Purpose of Trip

Base: Overnight Person-Trips to Idaho

42

12

10

6

5

5

3

2

2

1

1

6

2

4

0 10 20 30 40 50

Visiting friends/relativesOutdoorTouring

Special eventCasino

Theme parkResort

City tripSkiing/Snowboarding

GolfCruise

Other business tripConference/Convention

Business-leisure

Percent

Marketable

Trips

Main Purpose of Leisure Trip — Idaho vs. National Norm

28

42

12

10

6

5

5

3

2

2

1

1

44

6

7

7

6

4

4

5

1

2

1

0 10 20 30 40 50


Outdoors

Touring

Special event

Casino

Theme Park

Resort

City trip

Skiing/Snowboarding

Cruise

Golf

Percent

Idaho US Norm

Base: Overnight Person-Trips

Main Purpose of Business Trip — Idaho vs. National Norm

29


6

2

7

3

0 10 20 30 40 50

Other business trip

Conference/Convention

Percent

Idaho US Norm

State Origin Of Trip

30


28

14

10

9

7

4

3

2

2

2

0 10 20 30

Idaho

Washington

Utah

California

Oregon

Texas

Florida

Arizona

New York

Montana

Percent

DMA Origin Of Trip

31


11

11

10

8

7

7

4

4

3

2

2

0 5 10 15

Boise, ID

Spokane, ID/WA

Salt Lake City, ID/UT

Idaho Falls - Pocatello, ID

Seattle-Tacoma, WA

Portland, OR

Twin Falls, ID

Los Angeles, CA

New York, NY

San Francisco-Oakland-San Jose, CA

Washington, DC

Percent

Season of Trip

32

20

27

32

22

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

33

51

11

53 54

7

46

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Idaho US Norm


Method of Booking Trip

34

49

11

51 53

7

44

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Idaho US Norm


Total Nights Away on Trip

35

19

22

25

11

13

9

24

28

26

10

9

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Idaho US Norm

Average

Idaho

= 5.3 Nights

Average

US Norm

= 3.6 Nights


Number of Nights Spent in Idaho

36

Average Nights Spent in Idaho = 4.2

Base: Overnight Person-Trips with 1+ Nights Spent In Idaho

30

27

23

9

11

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Size of Travel Party

37

2.5

2.2

1.2

0.7

0 1 2 3 4

Idaho

US Norm

Average No. of People

Adults Children

Total = 3.7

Total = 2.9


Transportation

38

75

21

17

9

9

8

7

5

3

3

69

21

17

3

9

6

5

1

1

2

0 20 40 60 80 100

Own car/truck

Plane

Rental car

Camper, R.V

Taxi Cab

Bus

Train

Motorcycle

Bicycle

Ship/Boat

Percent

Idaho US Norm


Accommodation

39

32

27

21

18

14

9

7

7

6

6

5

4

6

28

14

25

18

4

4

2

3

3

3

3

2

7

0 10 20 30 40

Friends/relatives' dwelling (not paid for)

Motel

Hotel

Resort hotel

Campground/trailer park/RV park

Bed & breakfast

Rented cottage/cabin

Country inn/lodge

Own home/condo/apt/second home

Time share

Rented home/condo/apartment

Boat/cruise ship

Other

Percent

Idaho US Norm


Activities and Experiences

40

32

20

19

19

18

17

16

12

12

11

10

10

10

9

9

34

16

22

10

13

7

5

7

12

10

14

11

8

8

6

0 10 20 30 40

ShoppingSwimming

Fine diningNational/State Park

Landmark/Historic siteHiking/Backpacking

CampingFishingCasino

MuseumBeach/Waterfront

Bar/Disco/NightclubTheme park

TheaterZoo

Percent

Idaho US Norm


Activities and Experiences (Cont’d)

41

8

8

8

7

7

7

7

7

7

6

6

6

6

6

6

4

5

6

4

2

5

4

5

2

5

1

5

2

1

4

0 10 20 30 40

BikingBoating/Sailing

Business meetingBrewery

Skiing/SnowboardingArt gallery

GolfFair/Exhibition/Festival

Mountain climbingSpa

RodeoDance

Watch/Particpate in Kids Sports EventRaftingWinery

Percent

Idaho US Norm



42

6

6

6

5

5

5

5

5

5

4

4

4

4

3

2

2

3

2

2

4

1

1

2

2

1

1

0 10 20 30 40

Rock/Pop concert

Watch Amateur/Youth Sports

Hunting

Pro/College sports event

Birding

Participate in Adult Sports Event

Convention/conference

Symphony

Motorcycle touring

Trade show

Tennis

Participate in Amateur/Youth Sports

Opera

Percent

Idaho US Norm


Activities of Special Interest

43

33

24

13

11

11

10

25

23

16

6

7

6

0 10 20 30 40 50

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Idaho US Norm


Online Social Media Use by Travelers

44

75

48

33

24

23

18

17

12

72

43

29

24

20

18

13

10

0 20 40 60 80

Used any social media for travel

Used Smartphone while traveling

Posted travel photos/video online

Read travel reviews

Looked at travel photos/video online

Accessed travel news/events/deals/promotions

Connected with others interested in travel

Got travel advice

Percent

Idaho US Norm


Online Social Media Use by Travelers (Cont’d)

45

75

12

12

11

10

10

9

6

72

12

9

8

9

8

6

6

0 20 40 60 80


Read a travel blog

Tweeted about a trip

Followed a destination/attraction

Contributed travel reviews

Gave travel advice

Blogged about a trip

Subscribed to a travel e-newsletter

Percent

Idaho US Norm


Day Trip Detail

Day Trip Expenditures

Total Day Trip Spending — by Sector

48

Total Spending = $1 Billion

Restaurant Food &

Beverage 29%

Retail 28%

Transportation 27%

Recreation 16%

$290 Million

$158 Million

$268 Million

$286 Million

Average Per Person Expenditures on Day Trips — By Sector

49

Base: Total Day Person-Trips

$15 $15 $14

$8

0

10

20

30

Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/ Sightseeing/Entertainment

Do

llars

Average Per Person Expenditures on Day Trip — by Trip Purpose

50

$53 $61

0

20

40

60

80

Leisure Business

Do

llars

Base: Total Day Person-Trips

Day Trip Characteristics

52

Main Purpose of Trip

32

14

13

9

6

5

4

2

2

1

1

1

6

1

4

0 10 20 30 40

Visiting friends/relativesOutdoors

TouringShopping

City tripCasino

Special eventCruise

GolfTheme Park

Skiing/SnowboardingResort

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

Base: Day Person-Trips to Idaho

Main Purpose of Leisure Trip — Idaho vs. National Norm

53

32

14

13

9

6

5

4

2

2

1

1

1

38

6

10

8

7

5

8

1

1

4

1

2

0 10 20 30 40


Outdoors

Touring

Shopping

City trip

Casino

Special event

Cruise

Golf

Theme Park

Skiing/Snowboarding

Resort

Percent

Idaho US Norm

Base: Day Person-Trips

Main Purpose of Business Trip — Idaho vs. National Norm

54

6

1

6

2

0 10 20 30 40

Other business trip

Conference/Convention

Percent

Idaho US Norm


State Origin Of Trip

55

47

15

10

6

4

3

0 10 20 30 40 50

Idaho

Washington

Utah

Oregon

California

Montana

Percent


DMA Origin Of Trip

56


25

21

10

6

4

3

2

2

0 10 20 30

Boise, ID

Spokane, ID/WA

Salt Lake City, ID/UT

Twin Falls, ID

Seattle-Tacoma, WA

Portland, OR

Los Angeles, CA

Missoula, MT

Percent

Season of Trip

57

25

24

27

24

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

58

2.1

2.2

0.8

0.6

0 1 2 3 4

Idaho

US Norm

Average No. of People

Adults Children

Total = 2.9

Total = 2.8


Activities and Experiences

59

24

11

9

9

9

9

9

7

7

6

6

5

4

4

4

27

5

6

13

8

7

4

8

3

7

7

4

4

1

2

0 10 20 30 40

ShoppingHiking/backpackingNational/State Park

Fine diningLandmark/historic site

SwimmingFishingCasino

CampingBeach/waterfront

MuseumFair/exhibition/festival

Business MeetingWatch Amateur/Youth Sports

Boating/sailing

Percent

Idaho US Norm



60

4

4

4

3

3

3

3

3

3

3

3

3

3

3

2

1

2

5

4

6

3

2

5

2

1

1

2

2

1

1

0 10 20 30 40

Skiing/SnowboardingBiking

Bar/disco/nightclubTheater

Theme parkArt gallery

GolfZooSpa

BirdingHunting

Convention/ConferenceDanceRodeoRafting

Percent

Idaho US Norm



61

2

2

2

2

2

2

2

2

2

2

2

1

1

2

1

1

2

1

1

2

1

3

1

2

1

1

0 10 20 30 40

BreweryMountain Climbing

Trade ShowRock/Pop Concert

Participate Amateur/Youth SportsTennis

Pro/college sports eventMotorcycle Touring

WineryParticipated in Adult Sports Event

Participated/Watched Kids Sports EventOpera

Symphony

Percent

Idaho US Norm


Activities of Special Interest

62

25

16

10

10

8

6

20

18

5

11

5

5

0 10 20 30 40

Historic places

Cultural activities/attractions

Eco-Tourism

Exceptional culinary experiences

Traveling with grandchildren

Winery tours/wine tasting

Percent

Idaho US Norm


Social Media Use by Travelers

63

67

38

29

22

19

16

13

13

68

39

26

19

22

17

12

11

0 20 40 60 80


Used Smartphone while traveling

Posted travel photos/video online

Looked at travel photos/video online

Read travel reviews online

Accessed travel deals/news/promotions

Connected to others interested in travel

Read a travel blog

Percent

Idaho US Norm


Social Media Use by Travelers (Cont’d)

64

67

11

10

10

8

7

6

5

68

9

8

7

7

8

6

5

0 20 40 60 80


Got travel advice via social networking

Followed a destination/attraction

Contributed travel reviews online

Gave travel advice via social networking

Tweeted about a trip

Subscribed to a travel e-newsletter

Blogged about a trip

Percent

Idaho US Norm


Demographic Profile of Visitors to Idaho

Gender

66

51

49

48

52

0 20 40 60 80

Female

Male

Percent

Day Overnight

Base: Total Person-Trips to Idaho

Age

67

15

38

33

14

19

38

28

15

0 20 40 60

18-24

25-44

45-64

65 or older

Percent

Day Overnight

Average Day = 44 Average ON = 42


Household Size

68

20

32

17

15

16

17

35

15

15

18

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight


Household Income

69

2

9

10

21

58

5

13

10

22

50

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Under $49.9K

Percent

Day Overnight


Marital Status

70

61

20

19

65

22

13

0 20 40 60 80

Married/ with partner

Single/Never Married

Separated/Divorced/Widowed

Percent

Day Overnight


Children in Household

71

53

18

26

25

51

24

24

22

0 20 40 60 80

No Children Under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Day Overnight


Education

72

13

32

33

22

16

32

33

19

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Percent

Day Overnight


Employment

73

38

13

49

41

14

45

0 20 40 60 80

Full-time/Self-employed

Part-time

Not employed/Retired/Student/Other

Percent

Day Overnight


Race

74

89

3

8

85

4

11

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

75

92

8

87

13

0 20 40 60 80 100

No

Yes

Percent

Day Overnight


Key Takeaways

76

Idaho Travel Market shrank 3% from 2008 to 2013

Overnight trips down 13%, day trips up 4%

Overnight and day leisure trips are up

Overnight visitor spending on lodging up 8%

Day visitor spending is up 10%

Outdoor trips and experiences are increasingly important

Overnight trips are longer

Day and overnight trips are growing during the fourth quarter

Overnight visitors skew male, day visitors skew female

There are more young children in the households of Idaho visitors

77

AnnDee Johnson

Vice President


[email protected]

idaho 2013 visitor profile...visiting friends/relatives touring through a region to experience its...

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