Tampa Bay 2014 Visitor Report

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1 Tampa Bay 2014 Visitor Report

2 Table of Contents Introduction Research Objectives 4 Methodology. 5 Size & Structure of the U.S. Travel Market.. 6 Size & Structure of Tampa Bay s Domestic Travel Market.. 10 Overnight Trip Detail Overnight Expenditures.. 18 Overnight Trip Characteristics... 2 Demographic Profile of Overnight Visitors.. 48 Day Trip Detail Day Trip Expenditures Day Trip Characteristics Demographic Profile of Day Visitors. 82 Appendix: Key Terms Defined

3 Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since In 2007, our proprietary Longwoods Travel USA program was migrated from mail to online, 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 Tampa Bay s domestic tourism business in 2014.

4 Research Objectives The visitor research program is designed to provide: estimates of domestic overnight and day visitor volumes to Tampa Bay a profile of Tampa Bay performance within its overnight travel market Domestic visitor expenditures in Tampa Bay a profile of Tampa Bay performance within its day travel market 4

5 Methodology Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA survey: Selected to be representative of the U.S. adult population For the 2014 travel year, this yielded : 02,908 trips for analysis nationally: 206,720 overnight trips 96,188 day trips For Tampa Bay, the following sample was achieved in 2014:,140 trips: 2,08 overnight trips 88 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5

6 Size & Structure of the U.S. Travel Market

7 Millions of Trips Total Size of the U.S. Travel Market Base: Total Overnight Person-Trips 2, % 1,500 1, ,67 1,41 1,451 1,480 1,

8 Structure of the U.S. Travel Market 2014 Overnight Trips Base: Total Overnight Person-Trips Visits to Friends/Relatives 4% Business-Leisure % Business 10% Marketable 44% 8

9 U.S. Market Trends for Overnight Trips 2014 vs. 201 Base: Total Overnight Person-Trips All Overnight Trips 4 Visiting Friends/Relatives 2 Marketable Trips 5 Business-Leisure Trips 0 Business Trips Change 9

10 Size & Structure of Tampa Bay s Domestic Travel Market

11 Total Size of Tampa Bay s Domestic Travel Market in 2014 Total Person-Trips = 41. Million Day Trips 54% 22.1 Million Overnight Trips 46% 19.2 Million 11

12 Tampa Bay s Share of Domestic Trips Base: Total Person-Trips 1.5% 1.0% 0.5% 1.1% 0.9% 0.9% 1.2% 0.0% Day Overnight 12

13 Size of Tampa Bay s Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 19.2 Million Adults 76% 14.6 Million Children 24% 4.6 Million 1

14 Tampa Bay s Overnight Travel Market by Main Trip Purpose Adult Overnight Person-Trips = 14.6 Million Leisure 86% Business- Leisure 4% Business 9% 14

15 Size of Tampa Bay s Day Travel Market Adults vs. Children Total Day Person-Trips = 22.1 Million Adults 79% 17.4 Million Children 21% 4.7 Million 15

16 Tampa Bay s Day Travel Market by Trip Purpose Adult Day Person-Trips = 17.4 Million Leisure 90% Business- Leisure 2% Business 9% 16

17 Overnight Trip Detail

18 Overnight Expenditures

19 Dollars Average Per Person Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa Bay $56 20 $9 $2 $26 $19 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 19

20 Dollars Average Per Person Expenditures on Domestic Overnight by Trip Purpose Base: Total Overnight Person-Trips to Tampa Bay $ $146 0 Leisure Business 20

21 Dollars Average Per Party Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa Bay $ $110 $6 $72 $54 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 21

22 Dollars Average Per Party Expenditures on Domestic Overnight by Trip Purpose Base: Total Overnight Person-Trips to Tampa Bay $ $424 0 Leisure Business 22

23 Overnight Trip Characteristics

24 Main Purpose of Trip Base: Total Overnight Person-Trips to Tampa Bay Marketable Trips 41% Visiting friends/relatives Theme park Touring Special event Resort City trip Outdoors Casino Other business trip Conference/Convention 4 6 Business-leisure

25 Main Purpose of Leisure Trip Tampa Bay vs. National Norm Base: Total Overnight Person-Trips Visiting friends/relatives Theme park Touring Special event Resort City trip Outdoors Casino Tampa Bay U.S. Norm 25

26 Main Purpose of Business Trip Tampa Bay vs. National Norm Base: Total Overnight Person-Trips Conference/Convention 4 4 Other business trip Tampa Bay U.S. Norm 26

27 Sources of Business Base: Overnight Person-Trips to Tampa Bay States contributing 5% or more States contributing % - 5% DMA s contributing more than 2% 27

28 State Origin Of Trip Base: Total Overnight Person-Trips to Tampa Bay Florida New York Georgia Illinois New Jersey Texas Ohio California Pennslvania North Carolina Michigan

29 DMA Origin Of Trip Base: Total Overnight Person-Trips to Tampa Bay Tampa-St. Petersburg-Sarasota, FL Orlando-Daytona Beach-Melbrn, FL New York, NY Miami-Ft. Lauderdale, FL Chicago, IL Jacksonville, FL/GA Atlanta, GA Philadelphia, PA Ft. Myers-Naples, FL West Palm Beach-Ft. Pierce, FL Boston, MA Washington, DC Detroit, MI

30 Season of Trip Base: Total Overnight Person-Trips to Tampa Bay January-March 27 April-June 24 July-September 24 October-December

31 Method of Planning Trip Base: Total Overnight Person-Trips Internet Travel Agent Other None Tampa Bay U.S. Norm 1

32 Method of Booking Trip Base: Total Overnight Person-Trips Internet Travel Agent Other None Tampa Bay U.S. Norm 2

33 Devices Used for Trip Planning Base: Total Overnight Person-Trips Used Any Device (Net) Laptop/Tablet Desktop/Home Computer 4 52 Smartphone Tampa Bay U.S. Norm

34 Devices Used During Trip Base: Total Overnight Person-Trips Used Any Device (Net) Smartphone Laptop/Tablet Tampa Bay U.S. Norm 4

35 Total Nights Away on Trip Base: Total Overnight Person-Trips Average Tampa Bay = 5.2 nights Average US Norm =.7 nights 1 night nights nights nights nights nights Tampa Bay U.S. Norm 5

36 Number of Nights Spent in Tampa Bay Base: Overnight Person-Trips with 1+ Nights Spent In Tampa Bay Average Nights Spent in Tampa Bay = night 44 2 nights 24-4 nights nights nights

37 Size of Travel Party Base: Total Overnight Person-Trips Tampa Bay Total = 2.9 U.S. Norm Total = Average No. of People Adults Children 7

38 Transportation Base: Total Overnight Person-Trips Own car/truck Plane Rental car Taxi Cab Bus Train Camper, R.V Ship/Boat Tampa Bay U.S. Norm 8

39 Accommodations Base: Total Overnight Person-Trips Resort hotel Hotel Home/Cottage/Cabin of friends or relatives (not paid for) Motel Bed & breakfast Rented home/condo/apartment Time share Country inn/lodge Boat/cruise ship Campground/trailer park/rv park Own condo/apartment/cabin/2nd home Rented cottage/cabin Homesharing rental - Airbnb, Homeaway, etc. Other Tampa Bay U.S. Norm 9

40 Activities and Experiences Base: Total Overnight Person-Trips Shopping Beach/waterfront Swimming Fine dining Theme park Bar/disco/nightclub Museum Casino National/state park Landmark/historic site Zoo Tampa Bay U.S. Norm 40

41 Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Fishing Theater Boating/sailing Dance Golf Fair/exhibition/festival Biking Spa Art gallery Business Meeting Business Convention, Conference Camping Tampa Bay U.S. Norm 41

42 Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Hiking/backpacking Winery Rock/pop concert Professional/college sports event Brewery Trade Show Tennis Attended/participated in kids sports Birding Participated in adults sports event Spectator at amateur/youth sports Rafting Tampa Bay U.S. Norm 42

43 Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Hunting Motorcycle touring Symphony Participant in amateur/youth sports Opera Mountain climbing Rodeo Dude ranch Skiing/snowboarding None of these activities Tampa Bay U.S. Norm 4

44 Activities of Special Interest Base: Total Overnight Person-Trips Cultural activities/attractions 2 29 Historic places Exceptional culinary experiences Winery tours/wine tasting Traveling with grandchildren Eco-tourism Tampa Bay U.S. Norm 44

45 Online Social Media Use by Travelers Base: Total Overnight Person-Trips Used any social media for travel Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed deals/news/events/promotions Connected with others interested in travel Read a travel blog Tampa Bay U.S. Norm 45

46 Online Social Media Use by Travelers (Cont d) Base: Total Overnight Person-Trips Used any social media for travel Got travel advice Contributed travel reviews Gave travel advice Followed a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip Tampa Bay U.S. Norm 46

47 Club Membership Base: Total Overnight Person-Trips AAA 42 4 AARP National Motor Club 4 5 Better World Club None of the above Tampa Bay U.S. Norm 47

48 Demographic Profile of Overnight Visitors

49 Gender Base: Total Overnight Person-Trips Male Female Tampa Bay U.S. Norm 49

50 Age Base: Total Overnight Person-Trips Average Tampa Bay = 44.6 Average U.S. Norm = years years years years Tampa Bay U.S. Norm 50

51 Marital Status Base: Total Overnight Person-Trips Married/with partner Never married Divorced/widowed/ separated Tampa Bay U.S. Norm 51

52 Household Size Base: Total Overnight Person-Trips 1 member members 4 4 members members members Tampa Bay U.S. Norm 52

53 Children in Household Base: Total Overnight Person Trips No children under Any child between Any child between Any child under Tampa Bay U.S. Norm 5

54 Education Base: Total Overnight Person-Trips Post-graduate College graduate 8 9 Some college High school or less Other Tampa Bay U.S. Norm 54

55 Employment Base: Total Overnight Person-Trips Full time/ self-employed 51 5 Part time 9 10 Not employed/retired/ other Tampa Bay U.S. Norm 55

56 Household Income Base: Total Overnight Person-Trips $150K+ 6 7 $100-$149.9K $75K-$99.9K $50K-$74.9K 22 2 $0K-$49.9K Under $0K Tampa Bay U.S. Norm 56

57 Race Base: Total Overnight Person-Trips White African-American 8 10 Other Tampa Bay U.S. Norm 57

58 Hispanic Background Base: Total Overnight Person-Trips Yes 12 9 No Tampa Bay U.S. Norm 58

59 Day Trip Detail

60 Day Trip Expenditures

61 Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Tampa Bay $20 $15 $17 $10 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 61

62 Dollars Average Per Person Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Tampa Bay $64 0 Leisure $0 Business* * Base size too small 62

63 Dollars Average Per Party Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Tampa Bay $50 $7 $44 $25 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 6

64 Dollars Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Tampa Bay $ Leisure $64 Business 64

65 Day Trip Characteristics

66 Main Purpose of Trip Base: Total Day Person-Trips to Tampa Bay Marketable Trips 55% Visiting friends/relatives Theme park Special event City trip Shopping Casino Touring Outdoors Other business trip Conference/convention 1 8 Business-leisure

67 Main Purpose of Leisure Trip Tampa Bay vs. National Norm Base: Total Day Person-Trips Visiting friends/relatives Theme park Special event City trip Shopping Casino Touring Outdoors Tampa Bay U.S. Norm 67

68 Main Purpose of Business Trip Tampa Bay vs. National Norm Base: Total Day Person-Trips Conference/Convention 1 2 Other business trip Tampa Bay US Norm 68

69 Sources of Business Base: Total Day Person-Trips to Tampa Bay States contributing 5% or more States contributing % - 5% DMA s contributing more than 2% 69

70 State Origin Of Trip Base: Total Day Person-Trips to Tampa Bay Florida 88 New York 2 Georgia

71 DMA Origin Of Trip Base: Total Day Person-Trips to Tampa Bay Tampa-St. Petersburg-Sarasota, FL 4 Orlando-Daytona Beach-Melbrn, FL 22 Ft. Myers-Naples, FL 9 Miami-Ft. Lauderdale, FL 6 Jacksonville, FL/GA West Palm Beach-Ft. Pierce, FL New York, NY

72 Season of Trip Base: Total Day Person-Trips to Tampa Bay January-March 24 April-June 22 July-September 26 October-December

73 Size of Travel Party Base: Total Day Person-Trips Tampa Bay Total = 2.8 U.S. Norm Total = Average No. of People Adults Children 7

74 Activities and Experiences Base: Total Day Person-Trips Shopping Theme park Beach/waterfront Fine dining Casino Swimming Zoo Museum Fishing Tampa Bay U.S. Norm 74

75 Activities and Experiences (Cont d) Base: Total Day Person-Trips Theater Fair/exhibition/festival National/state park Landmark/historic site Rock/pop concert Bar/disco/nightclub Business Meeting Art gallery Boating/sailing Camping Tampa Bay U.S. Norm 75

76 Activities and Experiences (Cont d) Base: Total Day Person-Trips Spa Professional/college sports event Dance Golf Hiking/backpacking Brewery Attended/participated in kids Business Convention, Conference Winery Biking Tampa Bay U.S. Norm 76

77 Activities and Experiences (Cont d) Base: Total Day Person-Trips Trade Show Birding Spectator at amateur/youth sports Participant in amateur/youth Mountain climbing Rodeo Tennis None of these activities Tampa Bay U.S. Norm 77

78 Activities of Special Interest Base: Total Day Person-Trips Cultural activities and attractions Historic places, sites and landmarks Exceptional culinary experiences Eco-tourism Traveling with grandchildren Winery tours and wine-tasting Tampa Bay U.S. Norm 78

79 Use of Social Media for Travel Base: Total Day Person-Trips Used any social media for travel Used Smartphone while traveling Posted travel photos/videos online Read travel reviews Looked at travel photos/videos online Accessed deals/news/events/promotions Read a travel blog Connected with others interested in travel Tampa Bay U.S. Norm 79

80 Use of Social Media for Travel (Cont d) Base: Total Day Person-Trips Used any social media for travel Got travel advice Gave travel advice Contributed travel reviews Tweeted about a trip Followed a destination/attraction Subscribed to a travel e-newsletter Blogged about a trip Tampa Bay U.S. Norm 80

81 Club Membership Base: Total Day Person-Trips AAA 7 45 AARP National Motor Club Better World Club None of the above Tampa Bay U.S. Norm 81

82 Demographic Profile of Day Visitors

83 Gender Base: Total Day Person-Trips Male Female Tampa Bay U.S. Norm 8

84 Age Base: Total Day Person-Trips Average Tampa Bay = 47. Average US Norm = or older Tampa Bay U.S. Norm 84

85 Household Size Base: Total Day Person-Trips 1 member members 4 40 members 4 members 5+ members Tampa Bay U.S. Norm 85

86 Household Income Base: Total Day Person-Trips $150K+ 4 $100-$149.9K $75K-$99.9K $50K-$74.9K $0K-$49.9K Under $0K Tampa Bay U.S. Norm 86

87 Marital Status Base: Total Day Person-Trips Married/with partner Single/never married Separated/divorced/widowed Tampa Bay U.S. Norm 87

88 Children in Household Base: Total Day Person-Trips No children under Any child between Any child between Any child under Tampa Bay U.S. Norm 88

89 Education Base: Total Day Person-Trips Post-graduate College graduate 6 Some college High school or less Other Tampa Bay U.S. Norm 89

90 Employment Base: Total Day Person-Trips Full time/self-employed Part-time Not employed/retired/other Tampa Bay U.S. Norm 90

91 Race Base: Total Day Person-Trips White African-American 7 8 Other Tampa Bay U.S. Norm 91

92 Hispanic Background Base: Total Day Person-Trips Yes 9 11 No Tampa Bay U.S. Norm 92

93 Appendix A: Key Terms Defined

94 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 Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. A Person-Trip is one trip taken by one visitor. Person-trips are the key unit of measure for this report. 94

95 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 Golf 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. 95

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