Scottsdale 206 Visitor Research
Introduction.. Research Objectives.... Methodology... 5 Key Findings 7 Size & Structure of the U.S. Travel Market.... Size & Structure of Scottsdale s Domestic Travel Market.. 5 Overnight Expenditures... 9 Overnight Trip Characteristics 25 Demographic Profile of Overnight Visitors... 58 Day Trip Expenditures... 69 Day Trip Characteristics 75 Demographic Profile of Day Visitors... 9 Appendix: Key Terms Defined.. 02
Longwoods International began tracking American travelers in 985, and has conducted large-scale syndicated visitor research quarterly since 990. 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 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 Scottsdale s domestic tourism business in 206.
The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Scottsdale. A profile of Scottsdale s performance within its overnight travel market. Domestic visitor expenditures in Scottsdale. Profiles of Scottsdale s day travel market. Relevant trends in each of these areas.
Each quarter, a random, projectable sample of adult members (8 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 206 travel year, this yielded : 08,96 trips for analysis nationally: 26,78 overnight trips 92,208 day trips For Scottsdale, the following sample was achieved for the 206 report:.026 trips: 659 overnight trips 67 day trips (205/206 Combined Sample) For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5
The Day Trip results in this report are based on two time frames: Market size and structure estimates are reported for the 206 travel year To maximize statistical reliability, other data (trip characteristics and demographic profiles) are based on two years combined sample from 205 and 206 unless otherwise indicated. 6
Key Findings
In 206, Scottsdale had 8.8 million person trips, increasing.8% from 205. 5% were overnight trips and 9% were day trips. The overnight trips generated $.22 billion in spending, increasing.% from 205. Visiting friends and relatives (at 6%) was the most frequent purpose for an overnight trip to Scottsdale. Marketable trips (those influenced by marketing efforts) were 0% of the total overnight trips. The most prevalent marketable trip purpose was touring through the region. The top state origin markets for overnight visitors to Scottsdale were California, Arizona, and Illinois. Among DMAs, the top three visitor sources were Phoenix, Los Angeles, and Chicago. 8
Over two-thirds (67%) of Scottsdale visitors were very satisfied with the overall trip experience. The next highest satisfaction elements were Quality of Food at 6% and Quality of Accommodations at 58%. Seventy-eight (78%) percent of overnight visitors have visited Scottsdale at least once before, while 67% percent had visited in the past year. Overnight trips to Scottsdale are planned further in advance than the national average, with 67% planned two months or more ahead vs. 5% nationally. Airline/commercial carrier, hotel or resort, and online travel agencies were the most common planning sources for a Scottsdale overnight trip. Airline/commercial carrier was the most common booking source. 9
The average number of nights spent in Scottsdale for an overnight trip was. nights, up from.9 nights in 205. The average travel party size was 2.9 persons. Scottsdale has a much higher percentage of travelers using an airplane (% vs 2%) or rental car (0% vs 9%) for their trip than the national average. Conversely, 50% of Scottsdale overnight travelers utilized their personal car or truck during the trip vs 67% nationally. The use of car services like Uber and Lyft increased from 7% in 205 to 2% in 206, while use of a traditional taxi remained at %. The top five activities and experiences during an overnight trip to Scottsdale were Shopping, Fine Dining, Swimming, Casino, and Landmark/Historic Site. 0
Size & Structure of the U.S. Travel Market
Base: Overnight Person-Trips 2,000.% Millions of Trips,500,000 500,5,80,52,568,585 0 202 20 20 205 206 2
Base: Overnight Person-Trips Visits to Friends/Relatives % Business-Leisure % Business 9% Marketable 5%
Base: Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives -2 Marketable Trips Business-Leisure Trips -2 Business Trips - -5 0 5 Change
Size & Structure of Scottsdale Domestic Travel Market Item
Total Person-Trips = 8.8 Million +.8% vs. 205 Day Trips 9%. Million Overnight Trips 5%.5 Million 6
Total Overnight Person-Trips =.5 Million Visits to Friends/Relatives 6% +.% vs. 205 2. Million Business-Leisure 5% 0.2 Million Business 8% 0. Million Marketable %.8 Million 7
Total Day Person-Trips =. Million +2.2% vs. 205 Visits to Friends/Relatives 0%.7 Million Marketable 50% Business-Leisure % 2.2 Million 0. Million Business 7% 0. Million 8
Overnight Trip Expenditures Item
Total Spending = $.225 Billion +.% vs. 205 Lodging % $97 Million Restaurant Food & Beverage 27% $ Million Transportation 8% $96 Million Recreation % $ Million Retail % $58 Million 20
Base: Overnight Person-Trips 20 00 80 Dollars 60 $ 0 $7 20 0 Lodging Restaurant Food & Beverage $5 $ Retail Purchases Recreation/ Sightseeing/ Entertainment $2 Transportation at Destination 2
Base: Overnight Person-Trips 600 Dollars 00 200 $5 $26 0 Leisure Business 22
Base: Overnight Person-Trips 00 200 Dollars 00 $27 $8 0 Lodging Restaurant Food & Beverage $87 $77 Retail Purchases Recreation/ Sightseeing/ Entertainment $5 Transportation at Destination 2
Base: Overnight Person-Trips,200,000 800 Dollars 600 00 $6 $,087 200 0 Leisure Business 2
Overnight Trip Characteristics
Base: Overnight Person-Trips Marketable Trips % Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise 9 6 Conference/convention Other business trip Business-leisure 5 0 0 20 0 0 50 26
Base: Overnight Person-Trips Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise 6 9 9 8 6 5 6 2 0 0 20 0 0 50 Scottsdale U.S. Norm 27
Base: Overnight Person-Trips Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise 6 8 8 9 0 5 < 0 0 20 0 0 50 206 205 28
Base: Overnight Person-Trips Conference/Convention Other business trip 6 0 2 6 8 0 Scottsdale U.S. Norm 29
Base: Overnight Person-Trips Conference/Convention 5 Other business trip 7 0 2 6 8 0 206 205 0
Base: Overnight Person-Trips States contributing 5% or more States contributing % - 5% DMA s contributing more than 2%
Base: Overnight Person-Trips California Arizona Illinois New York Texas Florida Colorado Massachusetts New Mexico Nevada Minnesota 5 5 7 8 9 0 5 0 5 20 2
Base: Overnight Person-Trips Phoenix, AZ Los Angeles, CA Chicago, IL New York, NY/NJ/PA/CT Tucson-Nogales, AZ San Francisco-Oakland-San Jose, CA Boston, MA Albuquerque-Santa Fe, NM Las Vegas, NV Denver, CO Miami-Ft. Lauderdale, FL Minneapolis-St. Paul, MN 2 2 5 6 7 9 0 2 6 8 0 2
Base: Overnight Person-Trips January-March 28 April-June 26 July-September 20 October-December 26 0 0 20 0
Base: Overnight Person-Trips Overall trip experience Quality of food Quality of accomodations Friendliness of people Sightseeing/ attractions Value for the money Music/ nightlife/ entertainment 8 7 5 67 6 62 58 5 58 6 55 62 5 76 0 20 0 60 80 206 205 5
Base: Overnight Person-Trips Ever 70 78 Past Year 59 67 0 20 0 60 80 00 206 205 6
Base: Overnight Person-Trips More than year in advance 5 6-2 months 8-5 months 2 months 7 7 7 28 month or less 26 Did not plan anything in advance 7 0 5 0 5 Scottsdale U.S. Norm 7
Base: Overnight Person-Trips Airline/commercial carrier Hotel or resort Online travel agencies Advice from relatives or friends Travel company websites Auto club/aaa Destination websites Social Media Travel guide/other books 5 8 9 9 9 9 0 0 2 2 5 6 8 20 2 2 0 5 0 5 20 25 Scottsdale U.S. Norm 8
Base: Overnight Person-Trips Travel agent/company 800/888 number Magazine articles/ad Newspaper articles/ad TV program/ad Lodging sharing websites Visitors' bureau/gov tourism office Travel/ski show or exhibition Radio show/ad 9 8 8 6 5 2 5 5 2 2 0 5 0 5 20 25 Scottsdale U.S. Norm 9
Base: Overnight Person-Trips Airline/commercial carrier Hotel or resort Online travel agencies Travel agent/company Auto club/aaa Travel company websites 800/888 number Lodging sharing websites Destination websites Visitors' bureau/gov tourism office Travel/ski show or exhibition 2 2 5 5 5 5 6 6 6 9 9 8 9 0 0 20 0 Scottsdale U.S. Norm 6 9 22 2 27 0
Base: Overnight Person-Trips Used Any Device (net) 8 9 Desktop/Home computer Laptop 2 5 52 52 Smartphone 0 Tablet 8 2 0 20 0 60 80 00 Scottsdale U.S. Norm
Base: Overnight Person-Trips Used Any Device (net) 8 89 Smartphone 67 66 Laptop 2 Tablet 2 8 0 20 0 60 80 00 Scottsdale U.S. Norm 2
Average Scottsdale 5. nights Average U.S. Norm.7 nights night 2 nights - nights 5-6 nights 7- nights + nights 7 0 5 6 7 22 27 27 0 0 20 0 0 Scottsdale U.S. Norm
Base: Overnight Person-Trips with + Nights Spent In Scottsdale Average Nights Spent in Scottsdale =. night 2 nights 8 - nights 27 5-6 nights 7 7 + nights 0 0 20 0 0
Base: Overnight Person-Trips with + Nights Spent In Scottsdale night 2 nights 8 9 25 - nights 5-6 nights 7 5 27 27 Average 206 =. nights 205 =.9 nights 7 + nights 0 0 20 0 0 206 205 5
Base: Overnight Person-Trips Scottsdale 2.2 0.7 Total = 2.9 U.S. Norm 2.2 0.7 Total = 2.9 0 2 Average Number of People Adults Children 6
Base: Total Overnight Person-Trips Own car/truck Plane Rental car Online taxi service Taxi cab Train Bus Motorcycle Camper, R.V Ship/Boat Bicycle 5 5 6 2 2 9 9 9 2 0 20 0 60 80 Scottsdale U.S. Norm 0 50 67 7
Base: Overnight Person-Trips Resort hotel Home of Friend/Relative Other Hotel Motel Bed & Breakfast Time Share Own Home/Condo/Apt/2nd Home Rented Home/Condo/Apartment Country Inn/Lodge Rented Cottage/Cabin Campground/Trailer Park/RV Park Boat/Cruise Ship Other 2 26 25 9 2 8 7 7 5 7 7 5 5 2 2 5 5 0 5 0 5 20 25 0 5 Scottsdale U.S. Norm 8
Base: Overnight Person-Trips Shopping Fine Dining Swimming Casino Landmark/Historic Site Hiking/Backpacking National/State Park Bar/Nightclub Art Gallery Golf Museum Spa Brewery Theater Zoo 5 5 6 6 7 7 0 2 0 9 0 0 5 8 7 7 6 20 2 0 5 0 5 Scottsdale U.S. Norm 9
Base: Overnight Person-Trips Business Meeting Pro/College Sports Beach/Waterfront Conference/Convention Theme Park Biking Camping Dance Mountain Climbing Fair/Exhibition/Festival Fishing Winery Educational Seminar Tennis Rock/Pop Concert 5 6 6 6 6 6 5 6 5 5 2 5 5 5 6 2 7 8 9 0 5 0 5 Scottsdale U.S. Norm 50
Base: Overnight Person-Trips Watch/Participate in Youth/Teenager Sports Watch/Particpate in Kids Sports Event Rafting Symphony Dude Ranch Watch/Participate in Adult Amateur Sports Boating/Sailing Motorcycle Touring Birding Rodeo Trade Show Hunting Opera Skiing/Snowboarding Glamping 2 2 2 2 2 2 2 2 2 2 2 2 0 5 0 5 Scottsdale U.S. Norm 5
Base: Overnight Person-Trips Historic Places Cultural Activities/Attractions Family Reunion Exceptional Culinary Experiences Brewery Tours/Beer Tasting Winery Tours/Tasting Traveling with Grandchildren Eco-Tourism Agritourism Wedding Religious Travel Medical Tourism 28 2 2 8 2 20 9 6 7 6 7 5 7 5 6 5 5 5 5 0 0 20 0 Scottsdale U.S. Norm 52
Base: Overnight Person-Trips Used any social media for travel 7 72 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Contributed travel reviews Connected with others interested in travel 5 5 2 8 28 28 2 25 2 22 0 20 0 60 80 Scottsdale U.S. Norm 5
Base: Overnight Person-Trips Used any social media for travel 7 72 Got travel advice Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip "Followed" a destination/attraction Blogged about a trip 0 9 6 9 0 8 5 5 0 20 0 60 80 Scottsdale U.S. Norm 5
Base: Overnight Person-Trips Used any social media for travel 67 7 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Contributed travel reviews Connected with others interested in travel 8 28 2 2 9 2 22 5 6 5 2 5 0 20 0 60 80 206 205 55
Base: Overnight Person-Trips Used any social media for travel 67 7 Got travel advice Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip "Followed" a destination/attraction Blogged about a trip 5 8 9 9 9 8 9 0 20 0 60 80 206 205 56
Base: Overnight Person-Trips AAA 2 50 AARP 2 0 National Motor Club 7 8 Better World Club 7 0 20 0 60 Scottsdale U.S. Norm 57
Demographic Profile of Overnight Visitors
Base: Overnight Person-Trips Male 5 56 Female 9 0 20 0 60 Scottsdale U.S. Norm 59
Base: Overnight Person-Trips Average Scottsdale = 7.2 Average U.S. Norm =.8 8-2 25-5- 5-5 55-6 65+ 9 8 7 7 20 20 22 2 0 5 0 5 20 25 60 Scottsdale U.S. Norm
Base: Overnight Person-Trips Married/with partner 6 6 Single/never married 22 2 Divorced/widowed/ separated 0 20 0 60 80 Scottsdale U.S. Norm 6
Base: Overnight Person-Trips member 20 2 2 members 6 members 9 20 members 7 5+ members 9 0 0 20 0 0 Scottsdale U.S. Norm 62
Base: Overnight Person-Trips No children under 8 52 56 Any child between -7 22 2 Any child between 6-2 22 26 Any child under 6 9 0 20 0 60 Scottsdale U.S. Norm 6
Base: Overnight Person-Trips Post-graduate 2 College graduate 0 Some college 20 2 High school or less 7 Other 0 5 0 5 Scottsdale U.S. Norm 6
Base: Overnight Person-Trips Full time/ self-employed 55 57 Part time 9 Not employed/retired/ other 0 20 0 60 Scottsdale U.S. Norm 65
Base: Overnight Person-Trips $50K+ 6 $00-$9.9K $75-$99.9K 6 6 7 20 $50-$7.9K 22 25 <$9.9K 28 9 0 0 20 0 0 Scottsdale U.S. Norm 66
Base: Overnight Person-Trips White 87 8 African-American 5 7 Other 8 9 0 20 0 60 80 00 Scottsdale U.S. Norm 67
Base: Overnight Person-Trips No 9 9 Yes 6 9 0 20 0 60 80 00 Scottsdale U.S. Norm 68
Day Trip Expenditures Item
Total Spending = $28 Million +5.7% vs. 205 Restaurant Food & Beverage 2% Retail 28% $6 Million $80 Million Transportation 0% $29 Million Recreation 20% $56 Million 70
Base: Day Person-Trips 0 20 Dollars 0 $27 $9 $ $7 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7
Base: Day Person-Trips 80 60 Dollars 0 20 $65 0 Leisure Business* 72 * Low Business Base
Base: Day Person-Trips 80 60 Dollars 0 $7 20 $8 $ $7 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7
Base: Day Person-Trips 200 50 Dollars 00 $72 50 0 Leisure Business* 7 * Low Business Base
Day Trip Characteristics Item
Base: Day Person-Trips Marketable Trips 50% Visiting friends/relatives Touring City trip Special event Outdoors Shopping Casino Golf Trip Theme park Cruise Resort 7 6 6 9 5 0 Conference/convention Other business trip 6 Business-leisure 0 5 0 5 76
Base: Day Person-Trips Visiting friends/relatives Touring City trip Special event Outdoors Shopping Casino Golf Trip Theme park Cruise Resort 0 7 5 2 9 8 7 8 6 7 6 8 2 0 5 0 5 Scottsdale U.S. Norm 77
Base: Day Person-Trips Conference/Convention 2 Other business trip 5 6 0 2 6 8 Scottsdale U.S. Norm 78
Base: Day Person-Trips States contributing 5% or more States contributing % - 5% DMA s contributing more than 2% 79
Base: Day Person-Trips Arizona 65 California Illinois 5 Nevada Texas 2 Colorado 2 0 20 0 60 80 80
Base: Day Person-Trips Phoenix, AZ 8 Tucson-Nogales, AZ Los Angeles, CA 9 Chicago, IL 7 Las Vegas, NV Albuquerque-Santa Fe, NM New York, NY/NJ/PA/CT 2 2 0 20 0 60 8
Base: Day Person-Trips January-March 28 April-June 2 July-September 2 October-December 26 0 0 20 0 82 * Reflects 206 seasonality
Base: Day Person-Trips Scottsdale 2.0 0.6 Total = 2.6 U.S. Norm 2. 0.6 Total = 2.7 0 2 Average Number of People Adults Children 8
Base: Day Person-Trips Shopping Fine Dining Casino Swimming National/State Park Museum Theater Hiking/Backpacking Landmark/Historic Site Zoo Golf Spa Art Gallery Bar/Nightclub 5 5 2 5 5 7 6 7 8 8 8 8 7 7 0 28 22 2 2 0 9 0 5 0 5 Scottsdale U.S. Norm 8
Base: Day Person-Trips Mountain Climbing Fair/Exhibition/Festival Brewery Business Meeting Theme Park Pro/College Sports Rock/Pop Concert Watch/Part. in Kids Sports Event Conference/Convention Tennis Dance Winery Fishing Trade Show 5 6 2 2 2 0 5 0 5 Series Series2 85
Base: Day Person-Trips Biking Educational Seminar Camping Motorcycle Touring Beach/Waterfront Watch/Part. in Adult Amateur Sports Opera Birding Symphony Glamping Rafting Watch/Part. in Youth Sports Event Boating/Sailing Rodeo 2 2 2 2 2 2 8 2 0 5 0 5 Series Series2 86
Base: Day Person-Trips Cultural Activities/Attractions Historic Places Family Reunion Exceptional Culinary Experiences Traveling with Grandchildren Eco-Tourism Brewery Tours/Beer Tasting Religious Travel Agritourism Winery Tours/Wine Tasting Wedding Medical Tourism 2 2 2 2 2 2 6 8 9 5 7 6 0 0 20 0 Scottsdale U.S. Norm 2 26 87
Base: Day Person-Trips Used any social media for travel 72 69 Read travel reviews Posted travel photos/video online Accessed travel news/events/deals/promotions Looked at travel photos/video online Got travel advice Read a travel blog Connected with others interested in travel 6 26 2 26 22 25 2 2 0 20 0 60 80 Scottsdale U.S. Norm 88
Base: Day Person-Trips Used any social media for travel 72 69 Gave travel advice "Followed" a destination/attraction Contributed travel reviews Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 2 8 9 0 9 9 9 8 7 6 0 20 0 60 80 Scottsdale U.S. Norm 89
Base: Day Person-Trips AAA 8 AARP 9 28 National Motor Club 5 6 Better World Club 0 0 20 0 0 50 Scottsdale U.S. Norm 90
Demographic Profile of Day Visitors
Base: Day Person-Trips Male 8 5 Female 6 52 0 20 0 60 Scottsdale U.S. Norm 92
Base: Day Person-Trips Average Scottsdale = 6.2 Average U.S. Norm =.7 8-2 25-5- 5-5 55-6 65+ 2 2 8 9 20 2 2 2 0 5 0 5 20 25 Scottsdale U.S. Norm 9
Base: Day Person-Trips Married/ with partner 62 65 Single/never married 22 2 Divorced/widowed/separated 5 0 20 0 60 80 Scottsdale U.S. Norm 9
Base: Day Person-Trips member 20 20 2 members members 5 9 members 7 5+ members 0 0 0 20 0 0 Scottsdale U.S. Norm 95
Base: Day Person-Trips No children under 8 52 59 Any child between -7 9 22 Any child between 6-2 20 25 Any child under 6 7 8 0 20 0 60 Scottsdale U.S. Norm 96
Base: Day Person-Trips Post-graduate 2 20 College graduate 9 Some college 22 2 High school or less 7 Other < 0 0 20 0 0 50 Scottsdale U.S. Norm 97
Base: Day Person-Trips Fulltime/self-employed 2 5 Part-time 0 Not employed/retired/ other 8 8 0 0 20 0 0 50 60 Scottsdale U.S. Norm 98
Base: Day Person-Trips $50K+ 5 6 $00-$9.9K $75-$99.9K 7 $50-$7.9K 22 26 <$9.9K 7 6 0 20 0 60 Scottsdale U.S. Norm 99
Base: Day Person-Trips White 85 85 African-American 6 Other 9 0 20 0 60 80 00 Scottsdale U.S. Norm 00
Base: Day Person-Trips No 9 92 Yes 9 8 0 20 0 60 80 00 Scottsdale U.S. Norm 0
Appendix: Key Terms Defined Item
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. 0
Total Trips = Leisure + Business + Business-Leisure Leisure Trips: Include 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 Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives 0 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: 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.