West Virginia 013 Visitor Report
Table of Contents Introduction...... 3 Research Objectives 4 Research Method. 5 Travel Market Size & Structure.... Overnight Expenditures.. 11 Overnight Trip Characteristics... 15 Demographic Profile of Overnight Visitors to West Virginia. 39 Appendix: Key Terms Defined........ 50
Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. In 007, 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 West Virginia domestic tourism business in 013. 3
Research Objectives The visitor research program is designed to provide: estimates of domestic overnight visitor volumes to West Virginia a profile of West Virginia performance within its overnight travel market Domestic visitor expenditures in West Virginia profiles of West Virginia s overnight trips and travelers. 4
Research Method Each quarter, a random cross-section of online sample is sent an e-mail invitation to participate in the survey. A reminder is e-mailed several days later to nonresponders. For the 013 travel year, this yielded 9,7 overnight trips for analysis nationally. For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. For West Virginia, a sample of 1,18 overnight trips the following sample was achieved in 013. For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5
Travel Market Size & Structure
Millions of Trips Total Size of the U.S. Travel Market 009-013 Base: Total Overnight Trips,000.0% 1,500 1,000 500 1,31 1,37 1,413 1,451 1,480 0 009 010 011 01 013 7
Millions of Trips Size of the West Virginia Travel Market* 009-013 Base: Total Overnight Trips 0 7% % 3% 0% 15 10 5 13. 14. 14.8 15.3 15. 0 009 010 011 01 013 * Estimates include adults and children 8
Size of West Virginia Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 15. Million Adults 77% 11.8 Million Children 3% 3.4 Million 9
Millions of Trips Total Overnight Adult Trips to West Virginia Base: Adult Overnight Person-Trips to West Virginia 15 10 10.5 11. 11.4 11.7 11.0 10. 11. 1.0 1.0 11.8 5 0 '04 '05 '0 '07 '08 '09 10 11 1 13 10
Overnight Expenditures
Total Domestic West Virginia Overnight Spending by Sector Lodging 3% Food & Beverage 3% Recreation/ Entertainment 14% Transportation 14% Retail 14% 1
Dollars Average Per Party Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to West Virginia 00 150 100 $15 50 $100 $1 $0 $0 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 13
Dollars Average Per Party Expenditures on Overnight Trips Leisure vs. Business Base: Total Overnight Person-Trips to West Virginia 400 300 00 100 0 $14 $0 Lodging $95 $133 Restaurant Food & Beverages $59 $7 $7 $58 $18 Retail Purchases Recreation/ Sightseeing/ Entertainment $7 Transportation at Destination Leisure Business 14
Overnight Trip Characteristics
Main Purpose of Trip Base: Overnight Person-Trips to West Virginia Marketable Trips 40% Visiting friends/relatives Touring Outdoors Special event Casino Resort City trip Skiing/snowboarding 3 9 8 7 7 4 Other business trip Conference/Convention 8 Business-leisure 4 0 10 0 30 40 50 0 1
Main Purpose of Leisure Trip West Virginia vs. National Norm Base: Overnight Person-Trips Visiting friends/relatives Touring Outdoors Special event Casino Resort City trip Skiing/Snowboarding 9 7 8 7 7 7 3 4 5 1 4 44 0 10 0 30 40 50 0 West Virginia U.S. Norm 17
Main Purpose of Business Trip West Virginia vs. National Norm Base: Overnight Person-Trips Other business trip 7 8 Conference/Convention 3 0 10 0 30 40 50 0 West Virginia U.S. Norm 18
State Origin Of Trip Base: Overnight Person-Trips to West Virginia West Virginia Virginia Ohio North Carolina Pennsylvania Maryland Florida New York Kentucky Georgia New Jersey Texas 0 14 13 7 7 5 5 5 3 0 10 0 30 19
DMA Origin Of Trip Base: Overnight Person-Trips to West Virginia Washington, DC Charleston-Huntington, KY/OH/WV Cleveland, OH Pittsburgh, PA New York, NY/NJ/PA/CT Clarksburg-Weston, WV Beckley-Bluefield-Oak Hill, WV Charlotte, NC Columbus, OH Roanoke-Lynchburg, VA Baltimore, MD Norfork-Portsmth-Newpt News, VA/NC Philadelphia, PA Greensboro-H. Point-W. Salem, NC 4 4 3 3 3 5 8 1 0 5 10 15 0
Sources of Business Base: Overnight Person-Trips to West Virginia States contributing 5% or more States contributing 3% - 5% DMA s contributing more than % 1
West Virginia Overnight Travel Market - Seasonality Base: Overnight Person-Trips to West Virginia January-March 1 April-June July-September 8 October-December 5 0 10 0 30 40
Method of Planning Trip Base: Overnight Person-Trips 80 0 40 0 4 54 51 39 0 7 8 10 7 Internet Travel Agent Other None West Virginia U.S. Norm 3
Method of Booking Trip Base: Overnight Person-Trips 80 0 40 0 40 53 54 40 0 7 7 7 4 Internet Travel Agent Other None West Virginia U.S. Norm 4
Use of Devices for Trip Planning Base: Overnight Person Trips Used Any Device (Net) 9 7 Laptop/ Tablet Computer 39 4 Home (Desktop) Computer 37 43 Smartphone 18 0 0 0 40 0 80 West Virginia U.S. Norm 5
Use of Devices During Trip Base: Overnight Person-Trips Used Any Device (Net) 70 73 Smartphone 51 53 Laptop/ Tablet Computer 4 43 Home (Desktop) Computer 7 7 0 0 40 0 80 West Virginia U.S. Norm
Total Nights Away on Trip Base: Overnight Person-Trips Average West Virginia = 3.0 Nights Average U.S. Norm = 3. Nights 1 night nights 3-4 nights 5- nights 7-13 nights 14 + nights 3 7 9 9 10 4 4 7 8 31 0 10 0 30 40 West Virginia U.S. Norm 7
Number of Nights Spent in West Virginia Base: Overnight Person-Trips with 1+ Nights Spent In West Virginia Average Nights Spent in West Virginia =. 1 night 35 nights 9 3-4 nights 4 5- nights 7 + nights 0 10 0 30 40 8
Size of Travel Party Base: Overnight Person-Trips West Virginia.4 0.8 Total = 3. U.S. Norm. 0.7 Total =.9 0 1 3 4 Average No. of People Adults Children 9
Transportation Base: Adult Overnight Person-Trips Personal Vehicles Own car/truck Rental car Camper, R.V Taxi Cab Bicycle Motorcycle 3 9 3 1 3 1 13 17 9 84 Commercial Vehicles Plane Train Bus Ship/Boat 10 7 5 1 0 0 40 0 80 100 West Virginia US Norm 30
Accommodations Base: Overnight Person-Trips Friends/relatives' dwelling (not paid for) Hotel Motel Resort hotel Campground/trailer park/rv park Rented cottage/cabin Bed & breakfast Country inn/lodge Own home/condo/apt/second home Rented home/condo/apartment Time share 4 7 4 3 5 3 4 3 4 3 9 14 15 19 18 5 5 0 10 0 30 40 West Virginia 8 33 U.S. Norm 31
Activities and Experiences Base: Overnight Person-Trips Shopping Landmark/Historic site National/State Park Swimming Fine dining Fishing Casino Hiking/Backpacking Museum Camping Bar/Disco/Nightclub 5 7 7 10 11 10 10 10 11 13 14 14 1 1 17 17 17 1 1 0 10 0 30 40 West Virginia U.S. Norm 30 34 3
Activities and Experiences (Cont d) Base: Overnight Person-Trips Theme park Theater Zoo Business meeting Fair/Exhibition/Festival Hunting Beach/Waterfront Art gallery Boating/Sailing Brewery Dance Spa 4 5 5 5 5 5 7 8 8 8 8 8 8 8 7 14 0 10 0 30 40 West Virginia U.S. Norm 33
Activities and Experiences (Cont d) Base: Overnight Person-Trips Biking Mountain climbing Convention/conference Golf Rafting Skiing/Snowboarding Winery Particpate in sports event for kids Pro/College sports event Participate in sports event for adults 4 4 4 5 1 5 5 4 5 5 3 5 0 10 0 30 40 West Virginia U.S. Norm 34
Activities and Experiences (Cont d) Base: Overnight Person-Trips Watch Amateur/Youth Sports Tennis Rock/Pop concert Birding Trade show Rodeo Motorcycle touring Opera Participate in Amateur/Youth Sports Symphony 5 4 4 3 4 4 3 1 3 1 3 1 3 1 3 1 0 10 0 30 40 West Virginia U.S. Norm 35
Activities of Special Interest Base: Overnight Person-Trips Historic places 5 33 Cultural activities/attractions 1 3 Exceptional culinary experiences 14 1 Traveling with grandchildren 8 Winery tours/wine tasting Eco-tourism 8 7 7 0 10 0 30 40 West Virginia U.S. Norm 3
Online Social Media Use by Travelers Base: Overnight Person-Trips Used any social media for travel 70 7 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Connected with others interested in travel "Followed" a destination/attraction 8 13 13 1 0 0 0 18 18 4 33 9 43 43 0 0 40 0 80 West Virginia U.S. Norm 37
Online Social Media Use by Travelers (Cont d) Base: Overnight Person-Trips Used any social media for travel 70 7 Read a travel blog Contributed travel reviews Gave travel advice Got travel advice Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 1 1 11 9 10 8 10 10 10 9 8 7 0 0 40 0 80 West Virginia U.S. Norm 38
Demographic Profile of Overnight Visitors to West Virginia
Gender Base: Total Person-Trips to West Virginia Female 51 Male 49 0 0 40 0 40
Age Base: Total Person-Trips to West Virginia Average = 4 18-4 14 5-44 45 45-4 31 5 or older 10 0 10 0 30 40 50 0 41
Household Size Base: Total Person-Trips to West Virginia Average = 3.4 1 member 19 members 7 3 members 19 4 members 14 5+ members 1 0 10 0 30 40 4
Household Income Base: Total Person-Trips to West Virginia $150K+ 4 $100-$149.9K 11 $75K-$99.9K 11 $50K-$74.9K 3 Under $49.9K 51 0 10 0 30 40 50 0 43
Marital Status Base: Total Person-Trips to West Virginia Married/ with partner 0 Single/Never Married 5 Separated/Divorced/Widowed 15 0 0 40 0 80 44
Children in Household Base: Total Person-Trips to West Virginia No Children Under 18 47 Any child between 13-17 7 Any child between -1 8 Any child under 0 0 40 0 45
Education Base: Total Person-Trips to West Virginia Post-graduate 14 College graduate 3 Some college High school or less 7 Other 1 0 10 0 30 40 4
Employment Base: Total Person-Trips to West Virginia Full-time/Self-employed 45 Part-time 10 Not employed/retired/ Other 45 0 0 40 0 47
Race Base: Total Person-Trips to West Virginia White 88 African-American Other 0 0 40 0 80 100 48
Hispanic Background Base: Total Person-Trips to West Virginia Yes No 94 0 0 40 0 80 100 49
Appendix A: Key Terms Defined
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. Person-trips are the key unit of measure for this report. 51
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. 5