West Virginia 2009 Visitor Report December, 2010

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1 West Virginia 009 Visitor Report December, 010

2 Table of Contents Introduction Methodology.. 4 Travel Market Size & Structure... 6 Overnight Expenditures.. 1 Overnight Trip Characteristics Demographic Profile of Visitors to West Virginia Appendix: Key Terms Defined

3 Introduction Longwoods International began tracking American travelers in 198, and has conducted large-scale syndicated visitor research quarterly since In 007, 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. It 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. This report provides an overview for West Virginia s overnight domestic tourism business in 009.

4 Methodology Each quarter, a random cross-section of 00,000 panel members is sent an invitation to participate in the survey, for a total annual outgo of two million. A reminder is ed several days later to nonresponders. In 009, the completion rate for those accessing the Travel USA questionnaire was 91%. For the 009 travel year, this yielded an overall national sample of 14,011 overnight trips. For West Virginia, a sample of 1,71 overnight trips was achieved in 009. For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 4

5 Travel Market Size & Structure

6 Total Size of the U.S. Travel Market Base: Total Person-Trips, % 1,00 Millions of Trips 1, ,446 1,46 1,

7 West Virginia s Share of Adult Domestic Trips Base: Adult Person-Trips.0% 1.% 1.0% 0.% 1.0% 0.9% 1.0% 0.0%

8 Size of West Virginia s Overnight Travel Market* Base: Total Person-Trips 0 -.% Millions of Trips *Estimates includes adults and children. 8

9 Size of West Virginia s Overnight Travel Market Adults vs. Children Total Person-Trips = 1.6 Million Adults 78% 10.6 Million Children %.0 Million 9

10 Total Overnight Adult Trips to West Virginia Base: Adult Overnight Person-Trips to West Virginia - 4.0% 1 Millions of Trips '00 '01 '0 '0 '04 '0 '06 '07 '08 '09 10

11 West Virginia s Overnight Travel Market by Trip Purpose Base: Adult Overnight Person-Trips to West Virginia Leisure 8% Business- Leisure % Business 1% 11

12 Overnight Expenditures

13 Average Overnight Expenditures Per Party Per Trip Base: Total Overnight Person-Trips to West Virginia Dollars 100 $18 0 $101 $74 $9 $7 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 1

14 Average Per Party Expenditures on Overnight Trips Leisure vs. Business Base: Total Overnight Person-Trips to West Virginia Dollars 00 $ $94 $90 Lodging $11 Restaurant Food & Beverages $71 $80 $60 $9 $9 Retail Purchases Recreation/ Sightseeing/ Entertainment $6 Transportation at Destination Leisure Business 14

15 Overnight Trip Characteristics

16 Main Purpose of Trip Base: Adult Overnight Person-Trips to West Virginia Marketable Trips Visiting friends/relatives Touring Special event Outdoors Casino Resort City trip Other Conference/Convention Other business trip 9 Business-Leisure

17 Main Purpose of Leisure Trip West Virginia vs. National Norm Base: Adult Overnight Person-Trips Visiting friends/relatives Touring Special event Outdoors Casino Resort City trip Other West Virginia US Norm 17

18 Main Purpose of Business Trip West Virginia vs. National Norm Base: Adult Overnight Person-Trips Conference/Convention 4 Other business trip West Virginia US Norm 18

19 State Origin Of Trip Base: Adult Overnight Person-Trips to West Virginia West Virginia Ohio Virginia Pennsylvania Maryland North Carolina Kentucky Florida New York Michigan New Jersey Georgia South Carolina Tennessee

20 DMA Origin Of Trip Base: Adult Overnight Person-Trips to West Virginia Washington, DC Charleston-Huntington, KY/OH/WV Pittsburgh, PA Beckley-Bluefield-Oak Hill, WY Cleveland, OH New York, NY Baltimore, MD Clarkburg-Weston, WY Roanoke-Lynchburg, VA Wheeling-Steubenville, OH/WV Greensboro-H. Point-W. Salem, NC Johnstown-Altoona, PA Louisville, KY Columbus, OH Cincinnati, OH/KY

21 Season of Trip Base: Adult Overnight Person-Trips to West Virginia January-March April-June July-September 1 October-December

22 Method of Planning Trip Base: Adult Overnight Person-Trips Internet Travel Agent Other/None 4 West Virginia US Norm

23 Method of Booking Trip Base: Adult Overnight Person-Trips Internet Travel Agent Other/None 4 West Virginia US Norm

24 Total Nights Away on Trip Base: Adult Overnight Person-Trips Average West Virginia = 4.4 Nights Average US Norm =. Nights 1 night nights -4 nights -6 nights 7-1 nights 14+ nights West Virginia US Norm 4

25 Number of Nights Spent in West Virginia Base: Adult Overnight Person-Trips with 1+ Nights Spent In West Virginia Average Nights Spent in West Virginia =.7 1 night nights -4 nights 1-6 nights nights

26 Size of Travel Party Base: Total Overnight Person-Trips West Virginia.9 0. Total =.1 US Norm. 0. Total = Average No. of People Adults Children 6

27 Transportation Base: Adult Overnight Person-Trips Personal Vehicles Own car/truck Rental car Taxi Cab Camper, R.V Bicycle <1 < Commercial Vehicles Plane Train Bus Ship/Boat West Virginia US Norm 7

28 Accommodation Base: Adult Overnight Person-Trips Friend/relative's dwelling (not paid) Motel Other Hotel Resort hotel Other Campground/trailer park/rv park Own home/condo/apartment/cabin Bed & breakfast Rented cottage/cabin Country inn/lodge Rented home/condo/apartment Time share Boat/cruise ship West Virginia US Norm 8

29 Activities and Experiences Base: Adult Overnight Person-Trips Shopping National/State park Landmark/Historic site Fine dining Casino Museum Swimming Bar/Disco/Nightclub Hiking/Backpacking Fishing Beach/Waterfront Camping West Virginia US Norm 9

30 Activities and Experiences Base: Adult Overnight Person-Trips Fair/Exhibition/Festival Business meeting Boating/Sailing Zoo Art gallery Dance Pro/College sports event Theme park Theater Golf Biking Spa Winery West Virginia US Norm 0

31 Activities and Experiences Base: Adult Overnight Person-Trips Brewery Rafting Business Rock/Pop concert Motorcycle touring Skiing/Snowboarding Tennis Mountain climbing Trade show Hunting Rodeo Symphony West Virginia US Norm 1

32 Activities of Special Interest Base: Adult Overnight Person-Trips Historic places 19 9 Cultural activities/attractions Exceptional culinary experiences 8 9 Traveling with grandchildren Eco-tourism Winery tours/wine tasting West Virginia US Norm

33 Demographic Profile of Visitors to West Virginia

34 Region of Residence Base: Overnight Visitors to West Virginia South Atlantic East North Central Middle Atlantic East South Central Pacific West South Central Mountain New England West North Central <1 <1 <1 <

35 Gender Base: Overnight Visitors to West Virginia Male 0 Female

36 Age Base: Overnight Visitors to West Virginia Average = or older

37 Household Size Base: Overnight Visitors to West Virginia 1 member 4 members 0 members members

38 Household Income Base: Overnight Visitors to West Virginia $10K+ 7 $100K-$149.9K 1 $7K-99.9k 1 $0K-$74.9K 1 $K-$49.9K 0 Under $K

39 Marital Status Base: Overnight Visitors to West Virginia Married/With partner 66 Never married Divorced/Widowed/ Separated

40 Children in Household Base: Overnight Visitors to West Virginia No Children Under 18 6 Any child between Any child between Any child under

41 Education Base: Overnight Visitors to West Virginia Post-graduate 18 College graduate Some college 6 High school or less Other <

42 Employment Base: Overnight Visitors to West Virginia Full-time/Self-employed 4 Part-time 9 Not employed/retired/ Other

43 Race Base: Overnight Visitors to West Virginia White 9 African-American Other

44 Hispanic Background Base: Overnight Visitors to West Virginia Yes No

45 Appendix A: Key Terms Defined

46 Key Terms Defined 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 Person-Trip is one trip taken by one visitor during the travel year Person-trips are the key unit of measure for this report. 46

47 Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Includes all leisure trips, with the exception of visits to friends/relatives 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 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. 47

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