Denver 2016 Travel Year
Prepared For: : Travel Clients Background & Purpose
Longwoods engaged to conduct visitor research for 2016 travel year: Purposes • Estimate visitor volume and expenditures • Provide intelligence on: competitive environment trip characteristics sources of business product delivery traveler profile Method
Travel USA® Main focus is overnight travel • Quarterly random samples of U.S. adult population • Consumer online panel • Profiles of representative sample of 300,000+ overnight and day trips each year • Overview survey, then a custom follow-up o 3,057 Denver visitors completed the survey o 1,838 completed detailed follow-up . 1,089 overnight . 749 day Structure of the U.S. Travel Market
2016 Overnight Trips
Marketable Leisure Trips 47% Visits to Friends/ Relatives 44%
Business Trips 9% U.S. Market Trends for Overnight Trips
2016 vs. 2015
Base: Adult Overnight Trips
ALL OVERNIGHT TRIPS 1
LEISURE TRIPS 1
Visiting Friends/Relatives -1
Marketable Trips 4
BUSINESS TRIPS -1
-5 0 5 10 Percent Change Total Visitors to Denver 2016
11% 35 Denver Day Trips Overnight trips 31.5 30 28.4 25.6 25 21.9 22.8 20 21 17.3 19 20 18.3 18.9 16.4 15.4 15 13.6 14 12.7 13.2 12.2 12.2 12.1
10 MILLIONS OF OF TRIPS MILLIONS 14.2 12 5 8.3 8.8 10.2 6.1 6.7 6.9 7.3 7.8 0 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Overnight Trips to Denver
20 6%
15
10 17.3 15.4 16.4 13.2 13.6 14.0 11.7 12.2 12.2 12.1 12.7 MILLIONS OF OF TRIPS MILLIONS 5 10.3 10.2 10.4 8.8 9.4 9.0 9.6 9.7 9.9 7.2 7.1 7.9
0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 11 `12 `13 `14 `15 `16 Overnight Leisure Trips to Denver
7% 15
10
14.7 13.0 13.8 11.3 11.7 5 10.1 10.9 11.0 MILLIONS OF OF TRIPS MILLIONS 9.1 9.6 9.7 8.0 8.1 7.8 7.9 7.9 6.1 6.4 7.0 6.4 6.9 5.7 5.3 5.2 5.9
0 `92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Structure of Denver’s Overnight Leisure Travel Market
16 Marketable Trips Visits to Friends/Relatives 14.7 13.8 14 13.0 Denver’s Tourism Pays 11.7 12 1-A Passes 10.9 11.0 11.3 9.7 10.1 8.3 10 9.6 9.1 7 7.7 8.1 7.9 7.9 8.0 7.8 6.3 6.2 8 7.1 6.9 6.5 6.5 6.1 6.4 6.4 5.6 5.6 5.8 5.7 5.9 5.5 6 5.3 5.2 4.8 4 5.1 4.9 4.9 4.7 MILLIONS OF OF TRIPS MILLIONS 3.1 3.9 3.3 4 4 3.2 2.4 2.6 3.2 6 6.1 6.4 5 5.5 2 3.6 4 4.1 4.3 4.4 4.5 3 2.5 2.9 2.6 2.7 2.6 3.1 3.1 2.9 3.2 3 2.9 3 3.2 0 `92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Overnight Business Trips to Denver
4.0
3.0 Flat
2.0
2.7 2.4 2.4 2.5 2.5 2.6 2.6 2.5 2.4 2.6 2.6 MILLIONS OF OF TRIPS MILLIONS 2.3 2.1 2.2 2.3 2.3 1.0 1.9 1.9 2.0 1.9 2.0 2.0 1.8
0.0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Total Travel Spending in Denver- Overnight Trips
5% 6.0 5.3 5.0 5.0 4.6 4.0 4.0 3.6 3.3 2.9 3.1 3.0 3.0 2.7 2.8 2.3 2.3 2.0 2.1 2.2 2.1 2.2 2.2 2.2 $ BILLIONS $ 2.0 1.7 1.6 1.7
1.0
0.0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Total Expenditures in Denver- Overnight Trips
7% Total Spending Up 5% $4
$3
4.2 $2 3.9 3.6 3.2 2.5 2.8 Flat 2.2 2.2 2.3 $1 1.9 2.0 BILLIONS OF OF DOLLARS BILLIONS 1.6 1.5 0.9 1.0 1.1 1.1 0.6 0.8 0.8 0.9 0.7 0.7 0.8 0.8 0.8 $0 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Leisure Business Travel Spending by Sector – Overnight Visitors
Total Spending = $5.3 Billion
Eating/Drinking Accommodation (20%) (30%) $1,053 Million $1,579 Million
Recreation Transportation (9%) (29%) $1,524 Million $476 Million Retail (12%) $660 Million Contributions to Expenditures/Visitor Volumes
Base: Overnight Visitors
38 Visit to Friends/Relatives 48
41 Marketable Leisure 37
21 Business 15
0 20 40 60 Percent Expenditures Visitors Average Daily Expenditures – Per Visitor
$160 $149 $145 $142 $138 $136 $140 $126 $117 $120 $113 $100
$80 $68 $70 $71 $69 $60 $40 $20 $0 Business Marketable VFR 2013 2014 2015 2016 Day Trips to Denver
15 18% 14.2
12.0 10 10.2 8.8 8.3 7.8 7.0 7.3
5 MILLIONS OF OF TRIPS MILLIONS
0 `09 `10 `11 `12 `13 `14 `15 `16 Denver’s Source of Business
States Contributing more than 5% States contributing 2%-5% DMAs contributing more than 2%
Base: Overnight Leisure Trips Out-of-State Leisure Visitors
100
80
60
40 82 80
76 71 71 70 70 74 74 PERCENT 20
0 `08 `09 `10 `11 `12 `13 `14 `15 `16 Top Sources of Overnight Leisure Trips
California Los Angeles Florida New York Texas Chicago Illinois Miami New York San Francisco Kansas Dallas
Arizona Cities Feeder
Feeder States Feeder Phoenix Ohio Kansas City Oregon Washington DC Virginia Houston Length of Stay - Leisure
5.0 Base: Overnight Leisure Trips
4.0 3.7 3.7 3.6 3.6 3.5 3.4 3.5 3.3 3.2 3.2 3.3 3.3 3.2 3.3 3.3 3.3 3.3 3.0 3.0
2.0
1.0 AVG. NUMBER OF OF NIGHTS NUMBER AVG.
0.0 `08 `09 `10 `11 `12 `13 `14 `15 `16 `08 `09 `10 `11 `12 `13 `14 `15 `16 Denver U.S. Norm Attractions Visited in Denver
Denver Zoo Coors Brewery Red Rocks Park & Amphitheatre Red Rocks Park & Denver Art Museum Amphitheatre Denver Botanic Gardens Colorado State Buffalo Bill Museum & Grave Capitol
Colorado Rockies Paid Admissions Paid
Denver Museum of Nature & Admissions Free 3 Top Science/IMAX Downtown Aquarium Colorado Railroad Museum Denver Broncos Top Shopping/Entertainment Areas Visited in Denver
Base: Leisure Visitors 16th Street Mall Cherry Creek LoDo “Lower Downtown” Historic District Denver Pavilions Larimer Square Outlets at Castle Rock
Denver Union Station Shopping Park Meadows Retail Resort FlatIron Crossing Mall Belmar Denver’s Product – “Would Really Enjoy Visiting Again”
100% 82% 80% 78% 78% 80% 75% 72% 71% 70% 64% 67% 64% 67% 65% 66% 66% 60% 63% 62% 60%
40%
20% PERCENT WHO STRONGLY AGREE STRONGLY WHO PERCENT 0% `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Another Banner Year!
Tourism is important to Denver’s economy!
Continuing to break records
Exceeding, not just matching national trends...Leisure visits up 62% vs. 22% nationally since 2006
How? Successful marketing and product delivers on the promise
KEEP UP THE GOOD WORK! THANK YOU!