Sports, Recreation, Nature/Outdoors Travel Profile to Virginia
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- Rodger Stone
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1 Sports, Recreation, Nature/Outdoors Travel Profile to Virginia Source: TNS TravelsAmerica, FY2016 Household trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home to Virginia during FY2016 including one or more of the Sports & Recreation or Nature/Outdoor Attractions/Activities - list of Attractions/Activities is below. All Sample Size (N) 726 Weighted Percent of Total 100% (n=705) Primary purpose of trip Visit friends/relatives 33% Outdoor recreation 14% Entertainment/Sightseeing 28% Other pleasure/personal 13% Personal business 2% Business - Convention/Tradeshow Less than 0.5% Business - Conference/Seminar 1% Employee Training/Seminar 3% Client or Customer Meeting/Service 1% Internal Business Meeting 1% Sales/Marketing 1% Incentive/Reward Internal Operations/Equipment Repair or Service Less than 0.5% Any Other General Business 1% Other 3% All purposes of trip Visit friends/relatives 51% Outdoor recreation 43% Entertainment/Sightseeing 55% Other pleasure/personal 43% Personal business 11% Employee Training/Seminar 7% Client or Customer Meeting/Service 8% Internal Business Meeting 8% Sales/Marketing 6% Incentive/Reward 6% Internal Operations/Equipment Repair or Service 6%
2 Any Other General Business 7% Business - Convention/Tradeshow 6% Business - Conference/Seminar 7% Other 6% Month of Travel July % August % September % October % November % December % January % February % March % April % May % June % Total travel party size 1 11% 2 41% 3 11% 4 20% 5+ 16% Mean: 3.0 Median: 2.0 Travel party members under 18 years old Travel parties that include children under 18 38% All Modes of Travel Used on Entire Trip Own Auto/Truck 81% Rental Car 14% Camper/RV 4% Ship/Boat 5% Airplane 13% Bus 6% Train 7% Motorcoach/Group Tour 4% Other 3% Motorcycle 3%
3 Primary Mode of Travel used on Entire Trip Own Auto/Truck 77% Rental Car 7% Camper/RV 2% Ship/Boat 1% Airplane 9% Bus Less than 0.5% Train 1% Motorcoach/Group Tour 1% Motorcycle 1% Other 1% Total Nights Spent on Entire Trip 0 10% 1 7% 2 16% 3 9% 4 8% 5 9% 6 10% 7 8% % 14+ 9% Mean: 5.8 Median: 5.0 Total Number of Nights at Lodging used anywhere in Virginia 0 22% 1 11% 2 19% 3 11% 4 8% 5+ 30% Mean(2015): 3.6 Median(2015): 2.0 Mean(2016): 3.7 Median(2016): 2.0 Types of Lodging used anywhere in Virginia Hotel 54% B&B 5%
4 Private Home 29% Personal Second Home/Condo 3% Rental Condo 5% Rental Home 7% Time Share 8% RV/Tent 9% Other 3% Shared Economy Property (AirBnB, VRBO, etc) 2% Top 15 brands of hotel stayed in the longest in Virginia Comfort Inns/Suites 9% Best Western 8% Holiday Inn Express 7% Hampton Inns/Suites 7% Marriott Hotels/Resorts/Suites 6% Other 6% Hilton Hotels & Resorts 4% Courtyard by Marriott 4% Sheraton Inns/Hotels/Resorts/Suites 4% La Quinta Inns 3% Candlewood Suites 3% Days Inn 3% Quality Inn & Suites 3% Motel 6 3% Residence Inn by Marriott 2% Travel Party Spending $0 2% $1 to less than $100 1% $100 to less than $250 1% $250 to less than $500 1% $500 to less than $750 22% $750 to less than $ % $ % Mean: $844 Median: $490 Traveler Spending in Virginia (Percentage of Total Spending by Category)** Average spent on Lodging 26% Average spent on food/beverage/dining (excluding groceries) 18% Average spent on groceries 7% Average spent on entertainment (excluding gaming)/admissions 8%
5 Average spent on (casino) gaming 1% Average spent on shopping/gifts/souvenirs 8% Average spent on amenities (golf fees,spa,health club,ski passes,etc) 2% Average spent on other 2% Average spent on transportation to get to state 16% Average spent on transportation within state 4% Average spent on gasoline within state 7% Average spent on parking/tolls within state 2% **Note: The questionnaire spending categories changed in Q General activities/attractions visited in Virginia Arts and Culture Art galleries 8% Historic sites/churches 29% Museums 24% Musical theater 5% Old homes/mansions 12% Symphony/opera/concert 1% Theater/drama 4% Native American ruins/rock art 1% Local/folk arts/crafts 5% Musical performance/show 6% Adventure Sports Hang gliding/ Skydiving/ Base jumping 1% Hiking/ Backpacking/ Canyoneering 8% Rock/mountain climbing 2% Scuba diving/snorkeling 2% Skiing/snowboarding 1% Water skiing 1% Whitewater rafting/ Kayaking/ Canoeing/ Paddleboarding 2% Mountain biking 1% Sports and Recreation Biking /Road biking/ Cycling 3% Fishing 7% Golf 4% Horseback riding 4% Hunting 3% Sports events - Major/ Professional 7% Motor boat/jet ski 2% Motor sports - NASCAR/Indy 2% Sailing 3% Snowmobiling 1% Snow sports other than skiing or snowmobiling Less than 0.5% Tennis 1%
6 ATV/Four-wheeling 2% Horseracing 3% Sports events - Youth/ Amateur/ Collegiate/ Other (spectator) 4% Sports events - Youth/ Amateur/ Collegiate/ Other (participant) 3% Nature/Outdoor Activities Beach 30% Bird watching 6% Camping 10% Caverns 6% Gardens 11% Nature travel/ecotouring 7% Wildlife viewing 12% Farms/ Ranches/ Agri-tours 3% Other nature (photography, rockhound, etc) 8% State park/monuments/ Recreation areas 23% National park/monuments/ Recreation areas 27% Entertainment/Amusement 3% Casino/gaming Fine dining 21% Nightclub/dancing 5% Shopping 38% Spa/health club 4% Special events/festivals (e.g., Mardi Gras, hot air balloon races) 3% Theme park/ Amusement park/ Water park 8% Wine tasting/winery tour 6% Rodeo/State fair 1% Craft breweries 5% Distilleries 1% Family Activities Family reunion 7% High School/College reunion 1% Visiting friends 16% Visiting relatives 21% Sightseeing Rural sightseeing 26% Urban sightseeing 17% Area where a TV show or movie was filmed * 3% None of the above Satisfaction with experience in Virginia Not At all Satisfied Less than 0.5% Not Very Satisfied Less than 0.5% Somewhat Satisfied 8% Very Satisfied 32%
7 Extremely Satisfied 59% Advance planning time - considered visiting Virginia Less than 2 weeks before the visit 19% Within 2 weeks-4 weeks of visit 14% At least 1 month, but less than 3 months before the visit 20% At least 3 months, but less than 6 months before the visit 19% At least 6 months, but less than 1 year before the visit 17% More than a year before the visit 11% Advanced planning time - decided to visit Virginia Less than 2 weeks before the visit 25% Within 2 weeks-4 weeks of visit 18% At least 1 month, but less than 3 months before the visit 21% At least 3 months, but less than 6 months before the visit 18% At least 6 months, but less than 1 year before the visit 13% More than a year before the visit 6% Planning information sources for Virginia Offline Sources Friends/relatives 30% Own experience 44% Travel Agent (in person or by phone) 3% Travel book 4% Newspaper 3% Magazine 6% TV 6% Radio 3% Destination printed material 11% Travel provider (airline, hotel, rental car, cruise, etc.) either in person or by phone 4% Other 'offline' planning sources(s) 1% Corporate travel department (in person or by phone) 1% Online Sources Online full service travel website (Expedia, Travelocity, etc.) 12% Corporate desktop travel tool/intranet 2% Traditional travel agency website (American Express, Carlson Wagonlit, etc.) 1% Travel provider website (airline, hotel, rental car, cruise, tour) 12% Travel club (AAA) 10% Other online planning sources(s) 2% Destination website (official site of state, city or attraction) 24% Pinterest 3% Facebook 13%
8 Instagram 2% Twitter 4% Travel review sites (TripAdvisor, Yelp,etc.) Text Change Wv % Yahoo Trip Planner 2% VibeAgent 1% Mobile Web Browsing 6% Search engines (Google, Bing, Yahoo, etc.) 29% MySpace Blogs 2% Online forums 1% Other mobile sites Less than 0.5% Other Someone else planned for me and I don't know the method 2% Other social/commercial networking sources Less than 0.5% No plans were made for this destination 11% Other Booking methods used for Virginia Offline Methods Travel Agent 5% Directly with travel provider in person/phone 12% Travel club (e.g. AAA) 6% Corporate travel department 3% Directly with destination or attraction (tourist/visitor center etc.) in person or by phone 15% Other 'offline' booking method 2% Online Methods Corporate desktop travel tool/intranet 2% Travel provider website (airline, hotel, rental car, cruise, tour) 14% Destination website 13% Online travel agency (Expedia, Travelocity, etc.) 16% Traditional travel agency website (American Express, Carlson Wagonlit, etc.) 3% Some other online booking method 3% Other Someone else booked for me and I don't know the method 5% No bookings were made for this destination 35% Unsure, I just used link from social/commercial networking or mobile source * Less than 0.5% Top 10 other states visited for leisure in the past 12 months Virginia 68% Washington D.C 36% North Carolina 33% Maryland 32% Florida 29%
9 Pennsylvania 28% New York 23% West Virginia 22% South Carolina 20% New Jersey 19% Travel party origin - Top 10 DMAs (Designated Marketing Areas) for the profiled travel segment Washington, DC (Hagerstown) 14% New York 10% Norfolk-Portsmouth-Newport News 5% Roanoke-Lynchburg 5% Richmond-Petersburg 4% Boston (Manchester) 4% Philadelphia 3% Charlotte 2% Greenville-Spartanburg-Asheville-Anderson 2% Bluefield-Beckley-Oak Hill 2% Travel party origin - Top 10 States for the profiled travel segment Virginia 28% North Carolina 9% Maryland 6% New York 6% Pennsylvania 6% Florida 6% New Jersey 5% Ohio 4% Massachusetts 4% California 3% Ethnicity of household head White 89% Black/African American 6% Asian or Pacific Islander 4% American Indian, Aleut Eskimo Other 1% No answer 1% Hispanic origin of household head Yes 7% No 93%
10 No answer Less than 0.5% Household size 1 8% 2 42% 3 16% 4 17% 5+ 17% Age of respondent % % % % % % Mean: 47 Median: 47 Marital status Now married 72% Never married 17% Divorced, Widowed, Separated 10% Respondent education Grade School Some High School 1% Graduated High School 12% Some College - no degree 14% Graduated College - Associate's degree (2 year) 14% Graduated College - Bachelor's degree (4 year) 36% Post Graduate Degree - MS, MA, MBA, MD, DVM, PhD, DDS, etc 23% No answer Annual household Income Under $10,000 1% $10,000-$14,999 1% $15,000-$19,999 1% $20,000-$24,999 2% $25,000-$29,999 3% $30,000-$34,999 4%
11 $35,000-$39,999 3% $40,000-$49,999 5% $50,000-$59,999 13% $60,000-$74,999 11% $75,000-$99,999 20% $100,000-$124,999 13% $125,000-$149,999 11% $150,000-$199,999 9% $200,000 3% Mean: $90,000 Median: $88,000 Top 15 States visited on the same trip Virginia 100% North Carolina 18% Washington DC. 13% Maryland 11% West Virginia 11% South Carolina 9% Pennsylvania 9% Georgia 7% Florida 6% Tennessee 5% New York 4% New Jersey 4% Ohio 4% Delaware 4% Texas 2% Top 10 Other states plan to visit for leisure in the next 2 years Virginia 41% Florida 32% Maryland 30% North Carolina 28% New York 26% Washington D.C 26% Pennsylvania 24% South Carolina 24% California 22% West Virginia 14%
12 Sports & Recreation Biking Fishing (fresh/saltwater) Golf Horseback riding Hunting Major sports event Motor boat/jet Ski Motor sports - NASCAR/Indy Sailing Snowmobiling Snow sports other than skiing or snowmobiling Tennis Youth/amateur/collegiate sporting events Nature / Outdoors Activities Beach Bird watching Camping Caverns Gardens Nature travel/ecotouring State/National Park Wildlife viewing
Primary purpose of Trip. All purposes of trip. All Sample Size (N) 2,404 Weighted Percent of Total. 100% (n=2,274.86)
Overnight Travel Profile to Virginia Source: TNS TravelsAmerica, FY2015 Household Trips 50+ miles, one-way, away from home including trips with one or more nights away from home to Virginia during FY 2015.
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=2,653.44)
Travel Profile to Virginia Source: TNS TravelsAmerica, FY2015 Household Trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home to Virginia during FY 2015
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=478.70)
Business Travel Profile to Virginia Source: TNS TravelsAmerica, FY2015 Household Trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home to Virginia during
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=364.64)
Sports, Recreation, Nature/Outdoors Travel Profile to Virginia Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including day trips or with one or more
More informationEntertainment & Amusement Travel Profile to Virginia Source: VA Module of TNS TravelsAmerica, FY2015
Entertainment & Amusement Travel Profile to Virginia Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including days trips or with one or more nights away
More informationFriends & Family Travel Profile to Virginia Source: VA Module of TNS TravelsAmerica, FY2015
Friends & Family Travel Profile to Virginia Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home
More informationSouthern Virginia Region Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015
Southern Virginia Region Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=492.21)
Northern Virginia Region Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=66.37)
Chesapeake Bay Region Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015 Household Trips 50+ miles, one-way, away from home including day trips or with one or more nights away from home to
More informationPrimary purpose of Trip. All purposes of trip. 100% (n=301.53)
Shenandoah Valley Region Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015 Household trips 50+ miles, one-way, away from home including day trips or with one or more nights way from home to
More informationPrimary purpose of Trip. All purposes of trip. All Sample Size (N) 425 Weighted Percent of Total. 100% (n=410.44)
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More informationCoastal Virginia/Eastern Shore Travel Profile Source: VA Module of TNS TravelsAmerica, FY2015
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