Georgia 2011 Overnight Visitor Study — a Custom Study of Overnight Travel to Georgia, Commissioned by the State
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Georgia 2011 Visitor Report Table of Contents Introduction….....…………………................................................................................................................. 4 Methodology….…………………………………………………………………………………………………… 7 Georgia Regional Map…………..……………………………………………………………………………….. 9 Size & Structure of the U.S. Domestic Travel Market…………………………………………………………. 10 Size & Structure of Georgia’s Travel Market………………………………………………………………….. 16 Overnight Expenditures………………………………………………………………………………………….. 31 Day Expenditures…………………………………………………………………………………………………. 35 Overnight Marketable Trip Detail…......…………….……………...…………………………………………… 38 Sources of Business………………………………………………………………………………………. 39 Traveler Profile…………………………………………………………………………………………...... 42 Planning & Booking………………………………………………………………………………………... 53 Trip Characteristics……………..…………………………………………………………………………. 69 Trip Experiences…………………………………………………………………………………………… 82 Civil War Site Visitation…………………………………………………………………………................ 102 2 Table of Contents (Cont’d) Day Trip Detail………………………………………......………………………………………………………… 106 Sources of Business……..………………………………………………………………………………… 107 Traveler Profile………………………………………………………………………………...................... 110 Planning & Booking……………………………………………………………………….......................... 121 Trip Characteristics…………………………………………………………………………………………. 131 Trip Experiences…………………………………………………………………………………....…....... 138 Civil War Site Visitation……………………………………………………………………………………. 155 Georgia’s Image & Product Delivery…………………………………………………………………………….. 159 3 Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, using the MarketTools Inc. ZoomPanel™, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. Travel USA® is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. 4 Introduction In 2009, Longwoods International was commissioned by the State of Georgia to undertake a ongoing program of visitor research. This report presents the detailed findings for the 2011 travel year. The 2011 results are drawn from three studies conducted throughout the year by Longwoods International: Travel USA® 2011 — Longwoods’ syndicated national study of domestic travel in the U.S. Georgia 2011 Overnight Visitor Study — a custom study of overnight travel to Georgia, commissioned by the State Georgia 2011 Day Visitor Study — a custom study of day travel to Georgia, commissioned by the State 5 Introduction The results consist of: Estimates of the volume of overnight and day travel to Georgia. Characteristics and profile of overnight and day trips to the State. Measures of visitation and intent to visit Georgia’s Civil War sites over the next 4 years Ratings of Georgia’s image as a travel destination and perceived delivery on its product among overnight visitors to the State. 6 Methodology — Travel USA® Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in a national survey of the U.S. travel market. A reminder is e-mailed several days later to non-responders. In 2011, the completion rate for those accessing the Travel USA® questionnaire was 87%. For the 2011 travel year, this yielded : 207,014 trips for analysis nationally: 138,771 overnight trips 68,243 day trips For Georgia, the following sample was achieved in 2011: 7,048 trips: 4,816 overnight trips 2,232 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 7 Methodology — Custom Visitor Research To augment the information from Travel USA®, we returned to a representative sample of overnight and day visitors identified through the syndicated program. The overnight “return to sample” study yielded 1,005 trips for analysis The day study yielded 426 trips The goal of this custom research was to provide more in depth information about trips taken to Georgia in 2011. Visitors were asked to provide further detail about trip characteristics, planning and booking behavior and the specific regions and attractions visited within the state. The State’s nine tourism regions were identified to respondents with the aid of visual map. Respondents were also asked to rate their impression of Georgia’s tourism product based on a series of over 60 image attributes. 8 Georgia Regional Map 9 Size & Structure of the U.S. Domestic Travel Market Total Size of the U.S. Travel Market — 2009-2011 Base: Total Overnight Person-Trips 2,000 3.4% 1,500 1,000 1,312 1,367 1,413 Millions of Trips of Millions 500 0 2009 2010 2011 11 Size of the U.S. Overnight Travel Market — Adults vs. Children Total Person-Trips = 1,413 Million 1,135 Million Adults 80% 278 Million Children 20% 12 Structure of the U.S. Travel Market— 2011 Overnight Trips Base: Adult Overnight Trips Visits to Friends/ Marketable Relatives Leisure Trips 45% 40% Business- Leisure Trips Business 3% Trips 12% 1313 U.S. Market Trends for Overnight Trips — 2011 vs. 2010 Base: Adult Overnight Trips All Overnight Trips 3 Marketable Trips 1 Visiting Friends/Relatives 4 Business Trips 3 -15 -5 5 15 Percent Change 14 U.S. Overnight Marketable Trip Mix — 2011 Travel Year Base: Overnight Marketable Trips Special Event 18 Touring 18 Outdoors 14 Casino 11 Resort 10 City trip 9 Business-Leisure 8 Theme park 6 Cruise 3 Shopping 1 0 5 10 15 20 25 Percent 15 Size & Structure of Georgia’s Travel Market Total Size of Georgia’s 2011 Travel Market Total Person-Trips* = 122.5 Million 66.7 Million Day Trips 55% 55.8 Million Overnight Trips 45% 17 *Total volume includes both adults and children Georgia’s Share of Adult Domestic Trips Share of Day Trips Share of Overnight Trips 5.0% 4.0% 3.0% Percent 2.0% 3.9% 3.6% 3.5% 3.7% 3.8% 3.8% 1.0% 0.0% 2009 2010 2011 2009 2010 2011 18 Size of the Georgia’s Overnight Travel Market – 2011 vs. 2010 Base: Total Overnight Trips + 6.7% 80 60 40 52.3 55.8 Millions of Trips of Millions 20 0 2010 2011 19 Size of Georgia’s 2011 Overnight Travel Market — Adults vs. Children Total Overnight Trips = 55.8 Million 44 Million Adults 79% 11.8 Million Children 21% 20 Overnight Trips Including Georgia in 2011 Total Overnight Trips = 55.8 Million 4.57 Million Pass Through Trips (No Nights) 8.2% 21 Georgia’s Overnight Travel Market — By Trip Purpose Base: Adult Overnight Trips Visits to Friends/Relatives 48% Marketable Trips 31% Business-Leisure 5% Business 16% 22 Georgia’s Overnight Marketable Trip Mix Base: Overnight Marketable Trips 22 Touring 18 22 Special Event 18 13 Outdoors 14 12 Business-Leisure 8 10 City trip 9 8 Resort 10 6 Theme park 6 1 Golf 1 5 Other 16 0 5 10 15 20 25 Percent Georgia US Norm 23 Georgia’s Overnight Marketable Trip Mix Base: Overnight Marketable Trips 22 Touring 23 22 Special event 24 13 Outdoors 12 12 Business-Leisure 13 10 City trip 9 8 Resort 10 6 Theme park 6 1 Golf 0 5 Other 3 0 5 10 15 20 25 Percent 2011 2010 24 Season of Overnight Trip Base: Adult Overnight Trips 25 January-March 24 26 April-June 25 26 July-September 27 23 October-December 23 0 10 20 30 40 Percent 2011 2010 25 Size of Georgia’s 2011 Day Travel Market — Adults vs. Children Total Day Person-Trips = 66.7 Million 52 Million Adults 78% 14.7 Million Children 22% 26 Georgia’s 2011 Day Travel Market — By Trip Purpose Base: Adult Day Trips Visits to Friends/Relatives 37% Marketable Leisure Trips 47% Business-Leisure 4% Business 12% 27 Georgia’s Day Marketable Trip Mix Base: Day Marketable Trips 24 Touring 18 19 Shopping 18 19 Special Event 16 11 City trip 11 10 Outdoors 11 7 Business-Leisure 5 5 Theme park 6 2 Resort 2 1 Golf 1 2 Other 11 0 5 10 15 20 25 Percent Georgia US Norm 28 Georgia’s Day Marketable Trip Mix Base: Day Marketable Trips 24 Touring 23 19 Shopping 22 19 Special Event 16 11 City trip 12 10 Outdoors 11 7 Business-Leisure 7 5 Theme park 4 2 Resort 3 3 Other 2 0 5 10 15 20 25 Percent 2011 2010 29 Season of Day Trip Base: Adult Day Trips 25 January-March 26 25 April-June 25 28 July-September 28 22 October-December 21 0 10 20 30 40 Percent 2011 2010 30 Overnight Expenditures Total Overnight Spending — by Sector Total Spending = $10.2 Billion Food & Beverage Lodging 24% 35% $2.4 Billion $3.6 Billion Retail Recreation 18% 11% $1.8 Billion $1.1 Billion Transportation 12% $1.3 Billion 32 Average Per Person Expenditures on Overnight Trips — By Sector Base: Total Overnight Trips 80 60 40 Dollars $64 $64 20 $43 $44 $33 $30 $23 $23 $20 $17 0 Lodging Restaurant Food & Retail Purchases Transportation at Recreation/ Beverage Destination Sightseeing/ Entertainment 2011 2010 33 Average Per Person Expenditures on Overnight — by Trip Purpose Base: Total Overnight Trips 350 300 250 200 Dollars 150 $301 $299 100 $163 $154 50 0 Leisure Business 2011 2010 34 Day Trip Expenditures Total Day Travel Spending — by Sector Total Spending = $3.7 Billion Food & Retail Beverage 33% 33% $1.2 Billion $1.2 Billion Recreation Transportation 16% 18% $0.6 Billion $0.7 Billion 36 Average Per Person Expenditures on Day Trips — By Sector Base: Total Day Trips 30 20 Dollars 10 $18 $17 $18 $18 $10 $9 $8 $7 0 Restaurant Food & Retail Purchases Transportation at Recreation/ Sightseeing/ Beverage Destination Entertainment 2011 2010 37 Overnight Marketable