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Executive Summary

Charts & Graphs

AppendixINSIGHTS

THAT TAKE

YOU

PLACES

Year-End 2017 Visitor Profile.

An Inside Look at the Louisiana Travel Market

Vicki Allen

Senior Research Manager, D.K. Shilfflet & Associates

August 2018

D. K. Shifflet & Associates, Ltd.

1750 Old Meadow Rd, Suite 620

McLean, Virginia 22102

Tel.: +1.703.536.8500

www.dksa.com

2

3

Volume and profile data are from D.K. Shifflet’s PERFORMANCE/MonitorSM

– the largest travel tracking system in the U.S. The 2017 Louisiana Visitor

Profile is based on a sample of 1,636 traveling households.

This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.

Copyright © 2018 D. K. Shifflet & Associates, Ltd. All rights reserved.

This Louisiana Visitor Profile provides intelligence on US and Louisiana travel

trends from Calendar Year 2017. Information is also provided for six regions

within the State. These include the parishes of (1) Jefferson, Orleans, St.

Bernard, St. Charles, St. James, St. John the Baptist (2) Ascension, East Baton

Rouge, Livingston, West Baton Rouge, West Feliciana (3) Iberia, Lafayette, St.

Landry, St. Martin, Vermilion

(4) Acadia, Allen, Beauregard, Calcasieu, Evangeline,

Jefferson Davis (5) Bossier, Caddo (6) Avoyelles, Lincoln,

Natchitoches, Ouachita, Rapides, Sabine, Vernon.

In 2017, Louisiana hosted a total…47.11 million visitors, spending…

$17.5 billion dollars

4

Table of Contents

Charts & Graphs22

Volume

Direct Spending

Market Share

Demographics

Trip Origin

Transportation

Trip Timing

Trip Characteristics

Activity Participation

Performance Ratings

Accommodation

Appendix

42

47

50

57

69

83

80

84

23

25

27

28

2017 Highlights:

Travel definition: 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.

Sample Frame: All U.S., Louisiana, and Louisiana’s Regions as defined above

Timeframe: Travel Year 2017

This report primarily compares Louisiana’s travel market to the average US traveler and secondarily its six regions defined by

Parish as follows:

Region 1: Jefferson, Orleans, St. Bernard, St. Charles, St. James, St. John the Baptist

Region 2: Ascension, East Baton Rouge, Livingston, West Baton Rouge, West Feliciana

Region 3: Iberia, Lafayette, St. Landry, St. Martin, Vermilion

Region 4: Acadia, Allen, Beauregard, Calcasieu, Evangeline, Jefferson Davis

Region 5: Bossier, Caddo

Region 6: Avoyelles, Lincoln, Natchitoches, Ouachita, Rapides, Sabine, Vernon

The following analysis highlights unique information about Louisiana travelers and insights into how they travel throughout the

State.

▪ Record number of visitors spending record amounts of money. Person-Stay volume was up 0.9% year-over-year and Total Spending increased 4.1%

in 2017 over 2016.

▪ Majority of Louisiana travelers stay at paid hotels (Mid-Level and High-End), travel for the purpose of a Visiting Friends/Relatives and Special Events

and participate in a variety of activities

▪ All of the Louisiana travel parties who participate in the top 10 activities are profitable travel parties for Louisiana, except for Visiting Friends/Relatives

▪ Louisiana is more preferred during Winter than the average U.S. travel destination

▪ The majority of Louisiana’s visitors originate from in-state, followed by Texas, Mississippi, Arkansas and Florida as the top origin states of travel

▪ The largest share of Louisiana’s visitors arrive from New Orleans, Baton Rouge, Houston and Dallas-Fort Worth DMAs

▪ Louisiana received higher Excellent Satisfaction ratings than value-for-the-money ratings for the destination

5

Executive Summary

STUDY SPECIFICATIONS

6

Executive Summary

While understanding visitation in terms of who is visiting the State, why,

and what they do there is imperative in painting a picture of travel to

Louisiana, it is also important to focus on the opportunities that lie ahead

for Louisiana travel.

Spending continues to grow, with increase seen food & dining,

entertainment and transportation categories. Louisiana visitors are more

likely to be in the 35-54 age range, with no children in the household.

Those visitors who come to Louisiana for a vacation or getaway weekend

are more profitable than those who come to visit friends/relatives. Despite

the lack of value, those visiting friends/relatives represent a large portion

of overall Louisiana visitation.

The characteristics of visitors to Louisiana are somewhat different

depending on which destination region they visit. Visitors to Region 1 are

more likely to stay in High-End hotels, fly and visit in the summer. Visitors

to this region also have the longest average length of stay and the

highest average spending per person per day ($176) compared to the

other regions.

Visitors to Louisiana’s Region 2 are more likely to visit in the winter, come

to see friends/relatives or for a special event, have the largest average

party size (2.14 ppl) and the shortest average length of stay (1.54 days).

Visitors to Louisiana’s Region 3 have the oldest average age (56 yrs)

among all the regions and largest average household income ($115.6K).

Visitors to Region 4 have the second highest average per person per day

spend compared to the other regions ($147), with a third of their spending

on entertainment, the largest proportion compared to the other regions.

The visitors to this region stay predominantly in Hotels (95%), more than

any other region.

Visitors to Region 5 are most likely Boomers, with over half their visitors

(53%) born between 1946-1964. Visitors to this region are mostly likely to

come to visit friends/relatives (31%) or for a getaway weekend (19%).

The top activity for visitors to this region is Gambling (48%).

Visitors to Region 6 are most likely to stay in a friend/relative’s home

(43%). The largest percentage of their visitors come in the winter (42%).

This region also receives the most visitors in Affluent Mature lifestage

compared to the other regions (37%).

7

Executive Summary

Over half of total visitors to Louisiana (59%) do not have children in their household and have an average

household income of $95.4K. In this way they mimic the overall U.S. traveler, except those that come to

Louisiana are slightly more likely to have kids than the overall U.S. (59% vs 67%).

Louisiana receives a larger share of Boomer and GenX travelers than the overall U.S. Over three quarters of

Louisiana’s visitors come from the West South Central U.S. and predominantly by car. Visitors most often

travel alone (41%) or as couples (32%) and stay an average of 2.07 nights in the state. The average daily

spend per person per day is $132, with over half being spent on transportation and food combined. The most

popular activities for visitors to the state are culinary/dining experiences, visiting friends/relatives, shopping

and gambling. Two-thirds of visitors stay in hotels followed by the home of a friends/relative.

8

How to Read the Report Charts

Chart Title

Chart Number (e.g. 6)

Travel Year (e.g. 2017)

Chart Segment (if available, e.g. Total)

Data Metric (e.g. Person-Stays)

Data Unit (e.g. % or $)

Louisiana sample size

Glossary or

additional explanations

Destinations analyzed

in the chart

Chart Section

Chart Legend

Destination & Travel Segment

9

How to Read the Report Charts

Household Count The number of unique respondents responding to the survey who visited the destination during the travel year

Stays Stays represent the number of distinct groups of travelers (travel parties or groups) visiting a destination on a trip, regardless of the number of people within the travel group.

Person-Stays The total number of people or visitors that traveled to your destination, regardless of the length of their stay.

Person-Days The total number of days that all visitors contributed to your destination.

Trip-Dollars Using the Trip-Dollars weight shows the monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination.

Stay Expenditures Combines per-person spending with Person-Days to calculate the money spent on each stay to your destination.

Metric Definitions

The impact of Louisiana visitation and spending on the share of the US

travel market has been mixed over the past several years. In 2017

Louisiana travelers (Person-Stays), the main focus of this report,

represent 1.84% of the US travel market. This is the smallest share of

U.S. travelers in the past three years, dropping from 2.08% in 2016,

which was an increase from 1.89% in 2015.

In contrast, the number of Stays taken to a destination indicates how

many distinct travel parties came to your destination, but not how long

they stayed. Louisiana travel parties represent 1.75% of the US travel

market.

The Person-Days metric takes into account how long visitors stayed in

your destination and is simply the total number of days that visitors

contributed to Louisiana. Louisiana travelers represent 1.82% of the US

market share of Person-Days.

A slightly lower share of Person-Stays year over year can be attributed to

changes in Louisiana’s number of visitors, changes in length of stay of

these visitors, changes in party composition, and/or changes in the day/

overnight mix relative to the US.

LOUISIANA REGION TRAVEL IS A PERCENTAGE OF LOUISIANA TRAVEL

1.75

36.65

16.20

6.639.81 8.64

5.641.84

38.10

18.01

5.869.48 8.25

5.371.82

45.21

12.65

6.59 7.9910.46

5.011.77

59.48

9.375.62 7.39 8.09

3.94

Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

Stays Person-Stays Person-Days Trip-Dollars

GLOSSARY

Destination Market Share

Louisiana Market Share of U.S. Travel

Louisiana represents similar shares of U.S. travel across all metrics.

Region 1 overwhelmingly represents the largest share of Louisiana travel and is the most profitable travel region in the State.

10

Destination Market Share

Stays

Decreased 0.11 ppt in 2016-2017

Person-Stays

Slight decrease of 0.03 ppt in 2016-2017

Person-Days

Slight decrease of 0.04 ppt in 2016-2017

Trip-Dollars

Decreased 0.11 ppt in 2016-2017

11

Louisiana travelers contributed 1.77% in terms of Trip-Dollars to the US

market; total amount of revenue that visitors contribute as opposed to the

contribution of number of trips or number of days spent in a destination.

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.

The decline in person-stays can be attributed to a decrease in travel

parties overall. The number of persons in a travel party increased, with

more couples and families, and less adults traveling alone. Changes in

length of stay affected person-days with less day trips and more overnight

trips in 2017 over 2016. Overall, average expenditures per person per

day were less than the year prior. So, even though the number within the

travel party increased the length of stay increased, if there are less travel

parties spending less, trip dollars will decline.

Who are Louisiana visitors?

Louisiana visitors can be described in three ways; basic demographics,

lifestages, and by generation.

Louisiana travelers are the same average age as U.S. travelers (49

years). Among the Louisiana travel regions, Region 1 has the youngest

average age of travelers (46 years) while Region 3 has the oldest average

age at 56 years. The majority of Louisiana visitors are in the 35-54 year

age group (40%) followed closely by those over 55 years of age (39%).

Louisiana visitors are similar to the average U.S. traveler, they have the

same median income ($79.9K) and are likely to be employed (US 64% vs

LA 67%). Louisiana visitors differ from U.S. travelers in that visitors to

Louisiana are more likely to have children in the household than average

U.S. travelers (41% vs. 33%).

The regions within Louisiana differ with Region 3 and Region 1 visitors

having a higher median income ($97.9K and $94.8K) than overall

Louisiana travelers. Region 6 attracts the most visitors under the age of

55 (70%), followed closely by Region 1 (67%).

GENERATIONS: MILLENNIAL – 1981-1996; GENX – 1965-1980; BOOMER 1946-1964; SILENT/GI – BEFORE 1945

U.S. TravelerLouisiana Traveler

Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

Average Age 49 years 49 years 46 years 47 years 56 years 50 years 51 years 48 years

Employed 64% 67% 78% 64% 64% 39% 62% 77%

Retired 23% 21% 12% 20% 30% 33% 29% 15%

Median Income (000)

$79.9 $79.9 $94.8 $77.4 $97.9 $76.6 $90.6 $65.8

Children in Household

33% 41% 43% 55% 38% 28% 40% 43%

Generations:Millennial

GenXBoomer

Silent/GI

28%28%36%8%

23%34%39%4%

29%36%29%5%

20%42%37%1%

4%40%45%11%

21%23%52%3%

21%34%42%3%

34%33%29%4%

GLOSSARY

Demographics

How do Louisiana visitors compare?

LouisianaVisitors

Middle agedTwo-thirds Employed

Average Income4 out of 10 with Kids in Household

12

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 visitors to Louisiana belong in the Lifestages with no

children in the household (69%).

TOTAL 2017 (%)

0

20

40

60

80Stays Trip-Dollars

DKSA Lifestage Definitions

LifestageHead of HH Age

(years)HH

IncomeChildren <18 in

HH

Young & Free 18-34 Any No

Young Family 18-34 Any Yes

Mature & Free 35-54 Any No

Moderate Family 35-54 Under $75K Yes

Affluent Family 35-54 $75K+ Yes

Moderate Mature 55+ Under $60K No

Affluent Mature 55+ $60K+ No

GLOSSARY

Demographics

Louisiana Lifestages

Maturing & FreeMost profitable segment

Moderate MatureLeast profitable segment

13

Affluent Mature (23%) and Maturing and Free (21%) lifestages contribute

the most in travel party shares to Louisiana tourism. Yet, visitors in the

Maturing and Free Lifestage contribute more in Trip-Dollars to Louisiana’s

economy than they represent in travel party shares (21% in Stays but

25% in Trip-Dollars) which makes them one of the most profitable

segments. Affluent Mature and Affluent Family travelers are also key

segments to target as they have slight higher Trip-Dollar shares

compared to their share in Stays.

Where do Louisiana visitors come from?

Half (50%) of Louisiana visitors are from in--state. Region 2 and 3 receive

a greater share of in-state visitors with over 60% coming from in-state.

Region 1 receives the lowest share visitors from in-state.

A little over two out of five Louisiana travelers visit from Texas, and 8%

from Mississippi (a growth of 3 percentage points over 2016). Arkansas

(2%), Florida (2%) and Alabama (2%) round out the top six origin states.

These top six states produce 87% of Louisiana visitors.

The top 3 origin markets for Louisiana visitors are New Orleans DMA

(21.9%), Baton Rouge DMA (16.5%), and Houston DMA (10.4%).

Louisiana’s top 10 DMAs of origin account for 73% of their travelers.

Six of the top ten origin DMAs to the state are in-state markets, followed

by Texas. When looking at travelers based on trip-dollars, travelers from

out of-state DMAs are more profitable to the state.

Louisiana is primarily a drive destination, with only 8% of Louisiana

travelers arriving by airplane. This percentage of air visitors is driven

mostly by Region 1 where 18% of the visitors arrive by air. The rest of the

state receives less than 4% of visitors by air. In Region 2, 7% of visitors

arrive by bus, much higher than any other region of the state and the rest

of the U.S. When at the destination, the majority of visitors use their

personal car as primary mode of transportation. About 1 in 10 walk (11%)

– about double visitors to the average US destination (5%).

Louisiana Origin DMAs

PERSON-STAYS 2017 (%)

New Orleans, LA 21.9%

Baton Rouge, LA 16.5%

Houston, TX 10.4%

Dallas-Fort Worth, TX 6.9%

Lafayette, LA 4.6%

Shreveport, LA 4.0%

Lake Charles, LA 2.4%

Monroe, LA-El Dorado, AR 2.3%

Hattiesburg-Laurel, MS 2.1%

Little Rock-Pine Bluff, AR 1.7%

Origin Markets

Louisiana – a Drive Destination

Louisiana Top 3Origin Markets

Louisiana (↑ 4ppt over 2016)

Texas (-- 0ppt over 2016)

Mississippi (↑ 3ppt over 2016)

New Orleans, LA DMA

Baton Rouge, LA DMA

Houston, TX DMA

U.S. Top 3 Destination States

California

Texas

Florida

U.S. Top 3 Destination DMAs

New York, NY DMA

Los Angeles, CA DMA

Orlando, FL DMA

14

During 2017, Louisiana top five origin States are Louisiana (50%), Texas

(22%), Mississippi (8%), Arkansas (2%), and Florida (2%). The table

below shows the top origin markets to Louisiana's 6 regions. A way to

read the table below is that “Of those who visited Region 1, 26% are from

New Orleans, LA.”

New Orleans is a top origin for all the regions, except for Region 3. All

regions draw a large portion of their visitors from in-state, with more than

one Louisiana market in their top origins. In Region 2, four of their top five

origin markets are all in-state. The top origin market for Regions 4, 5, and

6 are all from out-of-state.

GLOSSARY

Origin Markets

Top Origin Markets for Louisiana Regions (Person-Stays 2017)

Top Origin States

Region 1 - Louisiana, Texas & Mississippi

Region 2 - Louisiana, Texas & Mississippi

Region 3 - Louisiana, Texas & Florida

Region 4 - Texas, Louisiana & Arkansas

Region 5 - Texas, Louisiana & Arkansas

Region 6 - Louisiana, Texas & Arkansas

15

Region 1 -54% Region 2 – 81% Region 3 -86% Region 4 – 78% Region 5 – 65% Region 6 – 71%

26% New Orleans, LA 36% Baton Rouge, LA 23% Lafayette, LA 48% Houston, TX 26%Dallas-Fort Worth,

TX26%

Dallas-Fort Worth, TX

11% Baton Rouge, LA 30% New Orleans, LA 22% Baton Rouge, LA 19% Lake Charles, LA 13% New Orleans, LA 23%Monroe, LA-El

Dorado, AR

8% Houston, TX 6% Houston, TX 16% Houston, TX 6% Lafayette, LA 11%Little Rock-Pine

Bluff, AR8% Alexandria, LA

6%Dallas-Fort Worth,

TX6% Lafayette, LA 8% Shreveport, LA 4% New Orleans, LA 9% Shreveport, LA 7% New Orleans, LA

3% Biloxi-Gulfport, MS 3% Alexandria, LA 7%Dallas-Fort Worth,

TX1%

Little Rock-Pine Bluff, AR

6% Houston, TX 7%Little Rock-Pine

Bluff, AR

Why do travelers visit Louisiana?

The majority of Louisiana's visitors (60%) come for Non-Vacation Leisure

purposes such as to Visit with Friends/Relatives (23%) and attending a

Special Event (15%). This is followed by Vacation purposes such as a

Getaway Weekend (11%) and General Vacation (11%). Nearly one in five

Louisiana travelers come for business travel (19%).

When looking at which trip purpose contributes most to Louisiana’s Trip-

Dollars, Vacation contributes one-third of Louisiana's Trip-Dollars but only

one in five Stays. Overnight Vacations and Weekend Getaways are the

most valuable segments with higher Trip Dollars shares than they

represent in Stays.

Business Group Meetings also represent nearly 1 in 5 of the state’s Trip

Dollars but only represent 14% of Stays. The majority of Louisiana's Stays

are Non-Vacation purposes (50%) but they only represent 37% of the

state’s Trip Dollars.

LEISURE-STAYS 2017 (%)

Travel Purpose

Louisiana Purpose of Travel

16

Top Louisiana Purpose

Visit Friends/Relatives

Other Leisure/Personal

Day Trips

Most profitable segments

Getaway Weekend

General Vacation

Top U.S. Purpose



Special Events

Most profitable segment

Getaway Weekend0

10

20

30

U.S. Louisiana

Group Meeting Transient Business Getaway Weekend - Night General Vacation - Night Visit Friends/Relatives

Special Event Convention, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

How much do travelers spend on their stay in Louisiana?

Total average daily spending (including transportation) by visitors to Louisiana declined in 2017 to $132 per person per day – a decrease of about $14

from 2016. The average spending decrease is due to spending decreases in transportation and lodging. The visitor to Louisiana spent on average $9 less

on transportation and $12 less on lodging. Since these are the largest trip costs that brought overall average spending down.

The majority of the daily expenditure was spent on Food & Beverage (27%), Transportation (26%), Lodging (18%), followed by Entertainment &

Recreation (15%), Shopping (11%) and Miscellaneous (3%). Visitors to Region 1 have the highest average spend per person per day ($176) compared

to the other regions.

PERSON-DAYS 2017 (%)

0

5

10

15

20

25

30

35

Total U.S. Total Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

Transportation Food Room Shopping Entertainment Miscellaneous

$125 avg. $176 avg. $85 avg. $100 avg. $147 avg. $104 avg. $120 avg.

Spending

Per-Person-Per-Day-Spending

17

$132 avg.

Louisiana travelers

spend more on

Food & Beverage and

Entertainment

but a lot less on Lodging

Where do Louisiana visitors stay?

Paid Hotels are by far the accommodation of choice for Louisiana visitors

(66%). A little over a quarter of Louisiana travelers stay in Mid-Level hotels

(27%) and followed by High-End hotels (16%). Overall, Louisiana has a

greater share of travelers staying in paid hotels than the average U.S.

traveler (66% and 53%, respectively).

Another 22% of Louisiana travelers stay in non-paid accommodations,

typically at homes of friends/relatives. Typically, those who stay in Non-

Paid Accommodations do not contribute nearly as much in monetary

value to the destination as they represent in Stays share.

Naturally, Louisiana travelers who stay in High End hotels are especially

worthy to target as they generate significant higher shares of Trip-Dollars

(31%) than in Stays (15%).


Accommodations

Louisiana Paid Accommodations

18

Those who stay in hotels, choose Mid-level

Paid Non-Hotel13%

Non-Paid Accommodations

22%

Economy9%

Other Hotel13%

High-End16%

Mid-Level27%

Paid Hotel 66%

Timing

19

Nearly half of Louisiana visitors (49%) stay less than four nights.

Louisiana attracts a higher share of visitors who take trips of 1-3 nights

(49%) than the average US visitors (39%) .

Louisiana’s Region 2 has the largest percentage of Day Trips, with two-

thirds of visitors to that region staying there only for the day. Region 1

had longest average length of stay (2.16 Days) compared to all other

Louisiana regions, followed by Region 5 (2.47 Days).

How long do Louisiana visitors stay? When do travelers visit Louisiana?

Louisiana’s visitors are most likely to visit in the Winter (27%) and least

likely to visit in the Spring (21%). In 2017, December received the

greatest percentage of visitors (13%).

Region 1 receives most of their visitors during the Summer (28%), with

the rest of their visitors distributed evenly among the rest of the year.

Region 2 mimics the overall statewide pattern with receiving most of their

visitors in the Winter (37%) and the smallest percentage of visitors in the

Spring (12%). Regions 5 and 6 receive the majority of their visitors during

the Winter (41%, and 42%). Region 4 receives their largest amount of

visitors in the Summer (43%) and Region 3 receives their largest amount

in the Spring (32%).

Travelers who stay between 4 -7 nights have a higher trip-dollar value.

What do Louisiana visitors do?

Louisiana travel parties have a much higher propensity to participate in

the following activities than travel parties to the average US destination:

• Gambling (slots, cards, horses, etc.) (3.3 times as high)

• Live Music (festivals, concerts, clubs) (2.3 times)

• Zoo/Aquarium (1.5 times)

• Historic Sites (1.4 times)

• Nightlife (bar, nightclub etc.) (1.4 times)

• Movies (1.3 times)

• Festival/Fairs (state, craft, etc.) (1.3 times)

• Culinary/Dining Experience (1.3 times)

• Amateur Sports (attend/participate) (1.2 times)

Activities

20

Eight out of ten travel parties participate in an activity

when visiting an average US destination, a similar

participation rate to Louisiana (86%). Travel parties

who visit Louisiana participated in the following

activities in 2017:

1. Culinary/Dining Experience

2. Visit Friends/Relatives (general visit)

3. Shopping

4. Gambling (slots, cards, horses, etc.)

5. Live Music (festivals, concerts, clubs) (added

in 2017)

6. Historic Sites

7. Nightlife (bar, nightclub etc.)

8. Touring/Sightseeing

9. Business/Work

10. Movies

Louisiana can position itself as a destination for Live Music, History,

Gambling and Culinary-based activities

How do Louisiana visitors rate the State?

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’.

Louisiana visitors report strong satisfaction (8.6) with their Louisiana stay.

Value-for-the-money (8.4) ratings increased as well surpassing the

average U.S. destination in 2017; both increased by 0.2 ppt over 2016.

Louisiana received 78 percent of excellent (8-10) ratings from travelers

for overall satisfaction. Louisiana’s Region 4 had the highest satisfaction

ratings compared to the other regions, with its average satisfaction score

being a 9.


2 1 1 1 1 0 1 2

23 21 18 15 2012

21

43

76 78 81 84 7988

77

55

Total U.S. TotalLouisiana


1-3 4-7 8-10

Value for the Money


2 1 1 1 0 2 0 1

27 25 29 2618 16 21 26

71 74 70 72 82 82 79 73

Total U.S. TotalLouisiana


1-3 4-7 8-10

Louisiana travelers gave the destination higher value-for-the money

scores (8.4) compared to overall U.S. travelers. This was an increase of

2016, when 68% of travelers gave Louisiana an Excellent score. Region

3 visitors scored it the highest among the value for the money scores

compared to the other regions. Region 1 received the lowest value-for-

the-money score (8.2).

While the destination average value-for-the-money (8.4) is not rated as

high as satisfaction (8.6) among travelers, none of Louisiana visitors gave

the destination higher excellent ratings (8-10) for value–for-the-money

than in satisfaction with the destination.

Satisfaction and Value

Overall Satisfaction

Travelers rate Louisiana higher in satisfaction with the destination

than Total U.S. travelers

Louisiana average satisfaction and value ratings increased over 2016.

21

22

Charts and Graphs

Louisiana Year-End 2017 Visitor Profile

Louisiana Travel Segments

Chart 1 • Volume (in Millions)

46.69 46.28

21.6620.33

47.11 46.66

21.6520.29

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Total Person-Stays Domestic Person-Stays Total Room-Nights Domestic Room-Nights

2016 2017

0.90% 0.83%

0.00%0.20%

23

VOLUME

LEGEND

Pacific 15.0%

Mountain 9.3%

West North Central 6.5%

West South Central 12.7%

East North Central 13.3%

East South Central 6.9%

New England 5.1%

Middle Atlantic 11.2%

South Atlantic 20.0%

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

MDNJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

U.S. Travel Volume Change by Division

Chart 2 • Segment: 2017/2016 Total Person-Stays (%)

24

VOLUME

Louisiana Total Direct Spending Volume

Chart 3 • Total Volume (in Millions)

$5,362

$3,625

$2,548

$2,214 $2,403

$661

$5,620

$3,894

$2,652

$2,284

$2,552

$690

Transportation Food & Beverage Accommodation Shopping Entertainment & Recreation Other

2016 2017

25

VOLUME

Louisiana Domestic Direct Spending Volume

Chart 4 • Total Volume (in Millions)

$4,453

$3,402

$2,286

$2,038

$2,269

$642

$4,685

$3,642

$2,346

$2,096

$2,396

$663

Transportation Food & Beverage Accommodation Shopping Entertainment & Recreation Other

2016 2017

26

VOLUME

Louisiana Share of U.S. Travel Segments

Region Share of Louisiana Travel Segments (Region definitions on page 5)

Chart 5 • Segment: 2017 (%) • Louisiana N = 1,636 household count

1.75

36.65

16.20

6.63

9.818.64

5.64

1.84

38.10

18.01

5.86

9.488.25

5.37

1.82

45.21

12.65

6.597.99

10.46

5.01

1.77

59.48

9.37

5.627.39 8.09

3.94

Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

Stays Person-Stays Person-Days Trip Dollars

MARKET SHARE

27

Age Distribution: U.S. and Louisiana

Chart 6 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count

24

21

26

20

3

18

19

32

36

40

41

43

42

39

39

38

40

39

33

38

55

43

42

30

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

18-34 years 35-54 years 55 + years

DEMOGRAPHICS

Average

49

49

46

47

56

50

51

48

28

Louisiana Avg. Party per Stay Spending by Age

Chart 7 • Segment: 2015-2017 Leisure Stays ($) • Louisiana N = 4,879 household count

410390

477

364

Louisiana 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

29

Louisiana Age Comparison

Chart 8 • Segment: 2015-2017 Leisure (%) • Louisiana N = 4,879 household count

21

4138

21

47

32

18-34 years 35-54 years 55+ years

Stays Based Trip-Dollars Based

DEMOGRAPHICS

30

Racial Distribution: U.S. and Louisiana


79

72

73

69

91

70

72

63

11

26

25

30

9

23

19

36

6

3

4

0

0

4

8

0

1

0

0

0

0

0

3

6

4

19

8

0

1

1

5

2

3

1

0

3

1

0

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

DEMOGRAPHICS

31

Hispanic Origin: U.S. and Louisiana


13

10

11

9

1

20

19

1

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Hispanic, Latino/Spanish

DEMOGRAPHICS

32

Sexual Orientation: U.S. and Louisiana


4

2

3

1

0

4

2

3

92

95

94

99

99

95

98

97

4

3

3

0

0

1

0

0

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Gay/Lesbian (GLBT) Heterosexual/Straight Other

DEMOGRAPHICS

33

Distribution of Children in Household: U.S. and Louisiana


67

59

57

45

62

72

60

57

13

14

15

14

15

20

10

5

18

23

22

34

18

22

29

35

15

18

20

23

21

6

26

24

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

DEMOGRAPHICS

GLOSSARYSum exceeds 100% due to multiple-children households.

34

Household Income Distribution: U.S. and Louisiana


29

29

23

25

32

37

21

39

18

17

16

22

12

13

10

23

16

18

14

33

7

9

30

15

19

20

24

14

24

32

26

14

18

15

23

6

26

10

13

8

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

DEMOGRAPHICS

Average

$99,526

35

$95,430

$109,965

$81,450

$115,561

$83,701

$106,316

$77,822

Lifestage Distribution: U.S. and Louisiana

Chart 14 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count

16

13

19

9

10

9

10

18

9

8

9

12

3

4

11

7

19

21

23

22

18

24

18

17

6

7

6

8

8

2

5

6

10

13

13

13

20

3

7

7

12

12

8

10

19

11

7

5

24

23

20

23

19

31

28

37

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

DEMOGRAPHICS

36

Louisiana Avg. Party per Stay Spending by Lifestage

Chart 15 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count

410

367

431

475

436

502

266

414

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

DEMOGRAPHICS

37

Louisiana Lifestage Comparison

Chart 16 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count

13

8

21

7

13 12

23

14

8

20

5

13

8

27

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


DEMOGRAPHICS

38

Traveler Generation Distribution: U.S. and Louisiana


27

22

29

21

16

18

22

26

28

34

36

38

36

29

20

23

37

39

29

36

42

50

52

46

8

5

5

5

5

3

7

5

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

39

Louisiana Avg. Party per Stay Spending by Generation


410 404

478

375

351

Louisiana Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

40

Louisiana Traveler Generation Comparison


22

34

39

5

23

39

34

4

Millennials GenXers Boomers Silent/GI


DEMOGRAPHICS

41

LEGEND

Pacific 2.3%

Mountain 1.2%

West North Central 0.8%

West South Central 75.3%

East North Central 2.4%East South Central 11.1%

New England 0.6%Middle Atlantic 1.2%South Atlantic 5.1%

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

MDNJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

Origin Divisions for Travel to Louisiana


TRIP ORIGIN

42

Top Origin States to Louisiana


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

LEGEND

50.2% Louisiana

22.3% Texas

2.8% Arkansas

2.2% Florida

7.8% Mississippi

1.9% Alabama

1.4% Georgia

1.4% California

43

1.2% Tennessee

LA

1.0% Illinois

CA

Top Origin DMAs to Louisiana


TRIP ORIGIN

Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

New Orleans, LA 0.8 21.9 26.1 30.4 6.4 3.5 12.8 7.1

Baton Rouge, LA 0.5 16.5 11.4 36.3 21.6 0.0 1.3 4.5

Houston, TX 2.1 10.4 7.5 6.3 16.1 47.6 6.0 1.2

Dallas-Fort Worth, TX 2.5 6.9 6.4 1.4 7.0 0.2 25.5 25.8

Lafayette, LA 0.1 4.6 1.2 5.5 23.2 6.4 0.2 2.8

Shreveport, LA 0.2 4.0 2.9 1.5 7.8 0.5 9.2 2.2

Lake Charles, LA 0.1 2.4 0.7 0.2 2.0 18.7 0.0 3.9

Monroe, LA-El Dorado, AR 0.1 2.3 1.9 0.2 0.0 0.0 3.5 22.5

Hattiesburg-Laurel, MS 0.1 2.1 0.5 1.6 0.2 0.0 0.0 0.0

Little Rock-Pine Bluff, AR 0.6 1.7 0.3 0.9 1.2 1.0 11.2 6.7

Top 10 Sum 7.0 72.8 58.9 84.3 85.5 77.9 69.7 76.7

44

Louisiana Avg. Party per Stay Spending by Origin DMA


410

165

210

223

444

577

216

246

235

584

195

Louisiana

New Orleans, LA

Baton Rouge, LA

Lafayette, LA

Houston, TX


Shreveport, LA

Alexandria, LA

Monroe, LA-El Dorado, AR

Atlanta, GA

Lake Charles, LA

TRIP ORIGIN

45

Louisiana Origin DMA Comparison


17

15

9

9

5

5

2

2

2

2

7

7

5

8

6

3

0

3

New Orleans, LA

Baton Rouge, LA

Lafayette, LA

Houston, TX


Shreveport, LA

Alexandria, LA

Monroe, LA-El Dorado, AR

Atlanta, GA

Lake Charles, LA


TRIP ORIGIN

46

Main Mode of Transportation: U.S. and Louisiana


7

8

18

2

3

0

2

4

88

89

80

90

96

99

95

95

3

3

3

7

1

1

4

1

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Air Auto Other

TRANSPORTATION

47

Travel Distance by Auto: U.S. and Louisiana

Chart 26 • Segment: 2017 One-way Person-Stays (%) • Louisiana N = 1,636 household count

51

54

51

76

52

43

18

42

21

18

11

5

23

38

43

18

9

9

7

7

6

10

11

30

8

13

21

9

10

7

17

4

11

6

10

3

8

1

11

6

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

TRANSPORTATION

48

Travel Distance by Air: U.S. and Louisiana

Chart 27 • Segment: 2017 One-way Person-Stays (%) • Louisiana N = 1,636 household count

9

3

3

17

0

0

5

14

25

36

37

28

70

0

18

19

21

21

22

29

4

0

10

37

45

39

39

26

26

100

67

31

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

TRANSPORTATION

49

Louisiana Month Trip Started


78 8

67

11

7 7

98

9

13

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

TRIP TIMING

50

Trip Timing by Quarter: U.S. and Louisiana


20

23

23

19

9

11

22

32

25

24

26

15

49

40

23

22

28

24

25

21

18

28

21

28

27

30

27

45

24

21

34

18

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

51

Louisiana Avg. Party per Stay Spending by Quarter


410

485 479

404

328

Louisiana First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

52

Louisiana Trip Timing Comparison by Quarter


23 24 23

3027 27

23 23

First Quarter Second Quarter Third Quarter Fourth Quarter


TRIP TIMING

53

Trip Timing by Season: U.S. and Louisiana


22

27

24

37

10

10

41

42

23

21

24

12

32

22

17

22

30

26

28

22

29

43

31

19

26

26

24

29

28

25

12

17

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Winter Spring Summer Fall

TRIP TIMING

54

Louisiana Avg. Party per Stay Spending by Season


410

435

473

429

336

Louisiana Winter Spring Summer Fall

TRIP TIMING

55

Louisiana Trip Timing Comparison by Season


25 24 25 2626 2725

21

Winter Spring Summer Fall


TRIP TIMING

56

7

9

14

6

15

4

2

6

11

10

7

10

3

14

14

10

9

11

15

3

3

13

19

1

8

6

10

1

2

10

3

4

7

5

5

1

2

7

5

3

25

23

14

32

25

26

31

44

11

15

16

29

13

6

4

13

2

2

3

1

7

2

3

2

3

3

1

1

8

0

2

2

1

1

0

2

0

0

0

4

16

17

14

15

23

19

16

11

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Group Meeting (Net) Transient Business (Net) Getaway Weekend - overnight General Vacation - overnight Vacation/Getaway - day trip Visit Friends/Relatives

Special Event Convention, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

Purpose of Stay Distribution: U.S. and Louisiana Trip Characteristics


Louisiana Avg. Party per Stay Spending by Purpose of Stay


410

623

345

759

1,142

210

284

408

889

159

309

244

Louisiana Group Meeting(Net)

Transient Business(Net)

Getaway Weekend- overnight

General Vacation -overnight

Vacation/Getaway- day trip


Special Event Convention, Show,Conference

Medical/ HealthCare

Seminar, Class,Training


TRIP CHARACTERISTICS

58

Louisiana Purpose of Stay Comparison


14 1511

5 6

20

10

14

1

14

19

11

1713

3

1410

31 1

8

Group Meeting (Net) Transient Business(Net)

Getaway Weekend -overnight

General Vacation -overnight

Vacation/Getaway -day trip


Special Event Convention, Show,Conference

Medical/ HealthCare

Seminar, Class,Training




59

Travel Party Composition: U.S. and Louisiana


45

41

38

38

49

39

40

54

32

32

35

29

35

35

39

27

6

9

6

11

5

11

6

1

5

6

9

2

5

5

8

4

12

12

12

21

5

10

8

14

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

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

1.84

60

1.93

2.00

2.14

1.70

1.86

1.84

1.83

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

Chart 39 • Segment: Stays • Louisiana N = 1,636 household count

1.83 1.75 1.82 1.76

2.02

1.74 1.69 1.771.84 1.93 2.002.14

1.701.86 1.84 1.83


2016 2017


61

Louisiana Avg. Party per Stay Spending by Travel Party Composition


410

298

565

387

566

471

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


62

Louisiana Travel Party Comparison


47

29

7 6

11

26

35

8

1714

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



63

Stay Length Distribution: U.S. and Louisiana


52

42

32

66

24

49

24

52

20

24

22

11

34

29

32

16

18

25

31

19

37

14

32

23

8

8

14

3

5

8

9

9

2

1

1

0

1

0

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Day Trips 1 night 2-3 nights 4-7 nights 8+ nights


Average in Days

1.99

64

2.07

2.50

1.54

2.33

1.75

2.47

1.81

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

Chart 43 • Segment: Stays • Louisiana N = 1,636 household count

1.99 1.96

2.47

1.781.59

1.842.03

1.66

1.99 2.07

2.50

1.54

2.33

1.75

2.47

1.81


2016 2017


65

Louisiana Avg. Party per Stay Spending by Stay Length

Chart 44 • Segment: 2015-2017 Leisure Stays ($) • Louisiana N = 4,879 household count

410

317

580

970

1,584

1,409

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


66

Louisiana Stay Length Comparison


25

16

8 8

1

1721

18

27

3

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



67

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

Chart 46 • Segment: 2017 Person-Days (%) • Louisiana N = 1,636 household count

29

26

26

31

27

15

23

26

26

27

27

27

30

21

30

32

20

18

21

10

24

7

13

8

12

11

9

15

9

20

9

13

10

15

15

8

9

33

23

10

3

3

3

9

1

3

2

12

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Transportation Food Room Shopping Entertainment Miscellaneous


Average

$125

68

$132

$176

$85

$100

$147

$104

$120

Louisiana Activity Participation

Chart 47 • Segment: 2017 Leisure Stays (%) • Louisiana N = 1,636 household count

Attractions

34%

•Amateur Sports (4%)

•Professional Sports Event (3%)•Gambling (17%)

•Night Life (10%)•Show: Boat, Car, Home (1%)

•Theme/Amusement/Water Park

•Zoo/Aquarium (4%)

Culture

31%

•Live Music (14%)

•Theater/Dance Performance (2%)•Festival/ Fairs (6%)

•Historic Sites (11%)

•Museum, Art Exhibits, etc. (4%)

•Movies (6%)

•Touring/Sightseeing (9%)

Family/Life Events

33%

•Visit Friends/ Relatives (24%)

•Holiday Celebration (4%)•Reunion/ Graduation (1%)

•Wedding (1%)•Funeral/ Memorial (3%)

•Personal Special Event (4%)

•Culinary/ Dining Experience (28%)

•Winery/ Distillery/ Brewery (1%)

Nature

9%

•Beach/ Waterfront (3%)

•Camping (1%)•Eco/Sustainable Travel (1%)

•Wildlife Viewing (1%)

•Parks: National/ State (6%)

Outdoor Sports

4% •Boating/ Sailing (1%)

•Fishing (1%)

•Hiking (0%)

•Biking (0%)•Tennis (0%)

•Water Sports (0%)

•Snow/ Winter Sports (0%)

•Extreme Sports (1%)

•Golfing (1%)•Hunting (0%

General

36%

•Shopping (21%)

•Medical/ Health/ Doctor Visit (1%)•Religious/ Faith Based Event (1%)

•Other Activities (1%)

ACTIVITY PARTICIPATION

Libation and Culinary

29%

69

Top Activities at the Destination

Chart 48 • Segment: 2017 Total Stays (%) • Louisiana N = 1,636 household count

Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay



Culinary/Dining Experience 22 28 34 17 32 16 22 47

Visit Friends/Relatives (general visit) 26 24 19 30 39 20 30 32

Shopping 20 23 26 31 13 19 21 35

Gambling (slots, cards, horses, etc.) 5 17 10 6 2 53 48 2

Live Music 6 14 21 9 7 14 16 2

Historic Sites 8 11 25 3 4 0 1 3

Nightlife (bar, nightclub, etc.) 7 10 18 2 8 2 16 3

Touring/Sightseeing 9 9 16 4 6 11 2 2

Business/Work 8 7 9 1 3 7 0 26

Parks (national/state, etc.) 8 6 9 3 5 0 2 7

Festival/Fairs (state, craft, etc.) 4 6 12 1 6 0 4 1

Movies 4 6 6 5 0 17 4 8

Medical/Health/Doctor Visit 4 5 3 7 1 11 7 1

Museums, Art Exhibits, etc. 6 4 10 0 0 0 3 2

Holiday Celebration (Thanksgiving, July 4th etc.) 5 4 5 2 7 2 9 6

Amateur Sports (attend/participate) 3 4 2 11 6 0 3 2

Zoo/Aquarium 3 4 10 2 0 0 0 0

Personal Special Event 6 4 6 4 2 2 3 2

Beach/Waterfront 11 3 4 2 0 4 2 1

Professional Sports Event 2 3 6 2 0 0 1 1

Funeral/Memorial 2 3 2 3 10 1 2 2

Theater/Dance Performance 3 2 1 1 0 9 1 0

70


Religious/Faith Based Conference 2 2 2 3 3 0 1 9

Wildlife Viewing (birds, whales, etc.) 3 1 1 0 1 0 0 0

Theme/Amusement/Water Parks 3 1 2 2 0 0 0 0

Boating/Sailing 2 1 1 2 0 0 0 0

Winery/Distillery/Brewery tours 2 1 1 0 4 0 1 0

Reunion/Graduation 2 1 1 2 2 1 1 1

Show: Boat, Car, Home 2 1 2 2 0 1 1 0

Camping 2 1 1 0 2 0 3 0

Fishing 2 1 2 1 2 0 0 1

Golfing 2 1 0 0 1 9 0 0

Wedding 1 1 1 1 4 0 2 1

Spa 1 1 0 0 0 1 0 1

Service/Volunteerism/Charity 1 1 0 0 6 0 0 0

Real Estate (buy/sell) 1 1 1 0 1 0 0 0

Extreme/Adventure Sports 1 1 1 0 0 0 0 0

Hiking 4 0 0 0 1 0 0 0

Biking 1 0 1 0 0 0 0 0

Water Sports 1 0 0 0 0 0 0 0

Eco/Sustainable Travel 1 0 0 0 0 0 0 0

Snow/Winter Sports 1 0 0 0 0 0 0 0

Tennis 0 0 1 0 0 0 0 0

Hunting 0 0 0 0 0 0 0 0Other Activity 3 4 2 16 1 3 1 4

Top Activities at the Destination


Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay


71

Louisiana Top 10 Activity Index

Chart 50 • Segment: 2017 Stays • Louisiana N = 1,636 household count

327

233

154137 136 133 132 127 119 118

Gambling (slots,cards, horses, etc.)

Live Music Zoo/Aquarium Historic Sites Nightlife (bar,nightclub, etc.)

Movies Festival/Fairs (state,craft, etc.)

Culinary/DiningExperience

Amateur Sports(attend/participate)

Funeral/Memorial


The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Louisiana are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.

U.S. Activity Participation = 100

72

Louisiana Avg. Party per Stay Spending by Activities


410

1540

1163 1145 1128 11151060

1023

910 902 892852 828


73

Louisiana Avg. Party per Trip Spending by Activities


410

827 773

743 735 725 697 649 639 621 610 605 603


74



410

603 602 594 584

528515 511

483469 462

445

Louisiana Golfing Show: Boat, Car,Home

Hunting Religious/Faith BasedConference

Personal SpecialEvent

Theater/DancePerformance

Camping Hiking Biking Holiday Celebration(Thanksgiving, July

4th etc.)

Movies


75



410

443 435

377357 349

335322 316

194

90


76

Louisiana Activity Comparison

Chart 55 • Segment: 2015-2017 Total (%) • Louisiana N = 4,879 household count

26

23

21

17

14

11

10

9

9

6

6

6

5

41

20

35

24

29

30

28

7

25

7

3

17

11

Culinary/Dining Experience

Visit Friends/Relatives (general visit)

Shopping

Gambling (slots, cards, horses, etc.)

Live Music

Nightlife (bar, nightclub etc.)

Historic Sites

Business/Work

Touring/Sightseeing

Holiday Celebration

Medical/Health/Doctor Visit

Museums, Art Exhibits etc.

Festival/Fairs (state, craft, etc.)



77



5

5

4

4

3

3

2

2

2

2

1

1

1

8

12

8

5

3

6

2

3

3

3

1

2

1

Personal Celebrations

Parks (national/state etc.)

Beach/Waterfront

Movies

Amateur Sports (attend/participate)

Zoo/Aquarium

Funeral/Memorial

Professional Sports Event

Religious/Faith Based Conference

Theater/Dance Performance

Biking

Boating/Sailing

Camping



78



1

1

1

1

1

1

1

1

1

1

1

2

2

1

1

2

0

2

2

2

2

2

3

Eco/Sustainable Travel

Fishing

Golfing

Hiking

Real Estate (buy/sell)

Reunion/Graduation

Service/Volunteerism/Charity

Show: Boat, Car, Home

Spa

Theme/Amusement/Water Parks

Wedding

Wildlife Viewing (birds, whales, etc.)

Winery/Distillery/Brewery Tours



79

Accommodation Type: U.S. and Louisiana

Chart 58 • Segment: 2017 Overnight Person-Stays (%) • Louisiana N = 1,345 household count

53

66

69

52

74

95

68

37

17

13

14

14

6

3

2

10

24

18

13

34

15

2

23

43

6

3

4

0

5

0

7

10

Total U.S.

Louisiana

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6

Hotel Other Paid Non-Hotel Friend/Relative's Home Other Overnight

ACCOMMODATION

80

Louisiana Avg. Party per Stay Spending by Accommodation Type

Chart 59 • Segment: 2015-2017 Overnight Stays ($) • Louisiana N = 4,063 household count

410

791

693

337

25

Louisiana Hotel/Motel Other Paid Non-Hotel Friend/Relative's Home Other Overnight

ACCOMMODATION

81

Louisiana Accommodation Type Comparison

Chart 60 • Segment: 2015-2017 Overnight (%) • Louisiana N = 4,063 household count

65

11

20

4

73

13 12

2

Hotel Other Paid Non-Hotel Friend/Relative's Home Other Overnight


ACCOMMODATION

82

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 Louisiana and

its segment as well as the US average.

Louisiana Ratings

Chart 61 • Segment: 2016/2017 Person-Stays (%) • Louisiana N = 1,591/1,636 household count

PERFORMANCE RATINGS

Total U.S.

Louisiana

Louisiana

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)

Excell

en

t V

alu

e (

8-1

0)

Data Year:

2016

2017

Total U.S.

Low SatisfactionLow Value

High SatisfactionHigh Value

Low SatisfactionHigh Value

High SatisfactionLow Value

83

84

Appendix

Statistical References

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:

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 Testing

Example:

If the car usage finding for Total travel to Louisiana is 10% in 2017 and the sample size is 1,036 using the chart to the right we can say that at the 10% level of confidence the proportion ranges between 8.7% and 11.3%.

Example:

If the Leisure travel from the Houston, TX Origin DMA to Louisiana is 10.0% in 2017 and was 7.8% in 2016, using the chart to the right, we can say that the actual proportion change is statistically significant since the resulting Z score (2.25) is larger than the table Z score (-/+1.64).

85

Total TravelSample Size

for 2017At or near 2% or 98%

At or near 5% or 95%

At or near 10% or 90%

At or near25% or 75%

At or near 50%

Total U.S. 63,219 0.1% 0.1% 0.2% 0.2% 0.3%

Louisiana 1,636 0.4% 0.7% 1.1% 1.5% 2.0%

Region 1 1,036 0.5% 0.9% 1.3% 1.9% 2.5%

Region 2 175 1.2% 2.3% 3.3% 4.7% 6.2%

Region 3 99 1.6% 3.0% 4.3% 6.3% 8.2%

Region 4 117 1.5% 2.8% 4.0% 5.8% 7.6%

Region 5 138 1.4% 2.6% 3.7% 5.3% 7.0%

Region 6 91 1.7% 3.2% 4.5% 6.5% 8.6%

Data Input Sample 1 Sample 2 Resulting Z Score Z score Confidence Level

Proportion 10.0% 7.8% (+/-) 1.96 95%

Sample Size (n) 1,636 1,591 2.25 (+/-) 1.64 90%

DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study

measuring the travel behavior of US residents. DK Shifflet contacts 50,000 distinct

U.S. households monthly and has done so since 1991. DK Shifflet is able to provide

current behavior and long term trended analyses on a wide range of travel.

DK Shifflet 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 DK Shifflet.

Both traveling and non-traveling households are surveyed each month enabling

DK Shifflet 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. DK Shifflet’s Quality Control Committee conducts bi-monthly meetings to

review survey results and examine methods to maintain and improve quality control.

86

About DK Shifflet

DK Shifflet, an MMGY Global Company, is the leading U.S. consumer travel research firm. DK Shifflet is located in McLean, VA and has, for more than 30 years, provided the Industry’s

most complete consumer based travel data on U.S. residents and their travel worldwide. Our clients include destination marketing organizations, theme parks, auto clubs, hotel chains and

more.

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