West Virginia 011 Overnight Visitor Final Report June, 01
Table of Contents Introduction...... Methodology.. Travel Market Size & Structure... 5 Overnight Expenditures.. 11 Overnight Trip Characteristics... 15 Demographic Profile of Visitors to West Virginia..... Appendix: Key Terms Defined........ 5
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, 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 011.
Methodology Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in the survey, for a total annual outgo of two million. A reminder is e-mailed several days later to nonresponders. In 009, the completion rate for those accessing the Travel USA questionnaire was 87%. For the 011 travel year, this yielded an overall national sample of 18,771 overnight trips. For West Virginia, a sample of 1,19 overnight trips was achieved in 011. For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.
Travel Market Size & Structure
Total Size of the U.S. Travel Market 009-011 Base: Total Person-Trips,000.% Millions of Trips 1,500 1,000 500 1,1 1,67 1,1 0 009 010 011 6
Size of West Virginia s Overnight Travel Market* 009-011 Base: Total Person-Trips 0 7% % Millions of Trips 15 10 5 1.6 1.6 1.8 0 009 010 011 *Estimates includes adults and children. 7
West Virginia s Overnight Travel Market Adults vs. Children Adults 81% Children 19% 8
Total Overnight Adult Trips to West Virginia Base: Adult Overnight Person-Trips to West Virginia.% 15 Millions of Trips 10 5 9.7 10.5 10.5 11. 11. 11.7 11.0 10.6 11.6 1.0 0 '0 '0 '0 '05 '06 '07 '08 '09 10 11 9
West Virginia s Overnight Travel Market by Trip Purpose Base: Adult Overnight Person-Trips to West Virginia Leisure 86% Business- Leisure % Business 11% 10
Overnight Expenditures
Total Overnight Spending by Sector Base: Total Overnight Person-Trips to West Virginia Lodging 7% Restaurant Food & Beverage % Recreation 1% Retail 1% Transportation 1% 1
Average Overnight Expenditures Per Party Per Trip Base: Total Overnight Person-Trips to West Virginia 00 150 Dollars 100 $1 50 $9 $56 $5 $51 0 Lodging Restaurant Food & Beverage Recreation/ Sightseeing/ Entertainment Retail Purchases Transportation at Destination 1
Average Per Party Expenditures on Overnight Trips Leisure vs. Business Base: Total Overnight Person-Trips to West Virginia 00 00 Dollars 00 $86 100 0 $118 Lodging $87 $119 Restaurant Food & Beverages $51 $57 $60 Retail Purchases $5 Recreation/ Sightseeing/ Entertainment $ $10 Transportation at Destination Leisure Business 1
Overnight Trip Characteristics
Main Purpose of Trip Base: Adult Overnight Person-Trips to West Virginia Marketable Trips Visiting friends/relatives Touring Casino Outdoors Special event Resort City trip Skiing/Snowboarding Other 1 8 8 7 6 9 Conference/Convention Other business trip 8 Business-Leisure 0 0 0 60 16
Main Purpose of Leisure Trip West Virginia vs. National Norm Base: Adult Overnight Person-Trips Visiting friends/relatives Touring Casino Outdoors Special event Resort City trip Skiing/Snowboarding Other 9 5 8 8 8 5 7 6 6 8 1 1 0 10 0 0 0 50 West Virginia US Norm 17
Main Purpose of Business Trip West Virginia vs. National Norm Base: Adult Overnight Person-Trips Conference/Convention Other business trip 8 8 0 5 10 15 West Virginia US Norm 18
State Origin Of Trip Base: Adult Overnight Person-Trips to West Virginia West Virginia Ohio Virginia Pennsylvania Maryland North Carolina New York Kentucky Florida South Carolina Michigan Georgia 5 5 7 9 1 16 18 0 5 10 15 0 19
DMA Origin Of Trip Base: Adult Overnight Person-Trips to West Virginia Washington, DC 10 Charleston-Huntington, KY/OH/WV 9 Pittsburgh, PA 7 Cleveland, OH 5 Columbus, OH Clarksburg-Weston, WV Baltimore, MD Wheeling-Steubenville, OH/WV Philadelphia, PA New York, NY Richmond-Petersburg-Charlottesville,VA Beckley-Bluefield-Oak Hill, WV 0 6 8 10 0
Season of Trip Base: Adult Overnight Person-Trips to West Virginia January-March April-June 5 July-September 9 October-December 0 10 0 0 0 1
Method of Planning Trip Base: Adult Overnight Person-Trips 80 60 0 0 6 69 57 0 Internet Travel Agent Other/None West Virginia US Norm
Method of Booking Trip Base: Adult Overnight Person-Trips 80 60 0 0 69 55 0 Internet Travel Agent Other/None West Virginia US Norm
Total Nights Away on Trip Base: Adult Overnight Person-Trips Average West Virginia =.6 Nights Average US Norm =.6 Nights 1 night nights - nights 5-6 nights 7-1 nights 1+ nights 7 9 10 10 1 6 6 7 0 10 0 0 0 West Virginia US Norm
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 =.6 1 night 8 nights 8 - nights 0 5-6 nights 7 7 + nights 6 0 10 0 0 0 50 60 5
Size of Travel Party Base: Total Overnight Person-Trips West Virginia. 0.6 Total = US Norm. 0.6 Total =.8 0 1 Average No. of People Adults Children 6
Transportation Base: Adult Overnight Person-Trips Personal Vehicles Own car/truck Rental car Camper, R.V Taxi Cab Motorcycle Bicycle 5 1 1 1 9 11 75 89 Commercial Vehicles Plane Bus Train Ship/Boat 6 17 0 0 0 60 80 100 West Virginia US Norm 7
Accommodation Base: Adult Overnight Person-Trips Friend/relative's dwelling (not paid) Motel Other Hotel Resort hotel Other Campground/trailer park/rv park Bed & breakfast Rented cottage/cabin Country inn/lodge Own home/condo/apartment/cabin Rented home/condo/apartment Time share Boat/cruise ship 5 5 1 0 6 1 5 5 1 1 8 7 6 0 10 0 0 0 50 West Virginia US Norm 8
Activities and Experiences Base: Adult Overnight Person-Trips Shopping Fine dining National/State park Landmark/Historic site Casino Swimming Beach/Waterfront Hiking/Backpacking Museum Bar/Disco/Nightclub Camping Fishing Fair/Exhibition/Festival 0 18 1 18 10 18 11 16 11 1 1 11 15 11 6 10 9 10 1 10 5 9 5 7 0 10 0 0 0 West Virginia US Norm 9
Activities and Experiences (Cont d) Base: Adult Overnight Person-Trips Theater Business meeting Dance Boating/Sailing Zoo Art gallery Golf Biking Convention/conference Mountain climbing Winery Pro/College sports event 6 6 6 6 5 5 5 5 1 0 10 0 0 0 West Virginia US Norm 0
Activities and Experiences (Cont d) Base: Adult Overnight Person-Trips Brewery Skiing/Snowboarding Hunting Spa Rock/Pop concert Trade show Tennis Motorcycle touring Rafting Rodeo Opera Symphony 1 1 1 1 1 1 1 1 1 0 1 0 0 10 0 0 0 West Virginia US Norm 1
Activities of Special Interest Base: Adult Overnight Person-Trips Historic places 0 8 Cultural activities/attractions 18 18 Exceptional culinary experiences 10 10 Eco-tourism Traveling with grandchildren 5 7 7 Winery tours/wine tasting 5 0 10 0 0 0 West Virginia US Norm
Demographic Profile of Visitors to West Virginia
Region of Residence Base: Overnight Visitors to West Virginia South Atlantic East North Central Middle Atlantic East South Central West South Central West North Central Pacific Mountain New England 1 1 6 15 0 51 0 0 0 60
Gender Base: Overnight Visitors to West Virginia Male 50 Female 50 0 0 0 60 80 100 5
Age Base: Overnight Visitors to West Virginia Average = 6.7 18-1 5-5-6 6 65 or older 18 0 0 0 60 6
Household Size Base: Overnight Visitors to West Virginia 1 member 1 members 7 members 19 + members 1 0 10 0 0 0 7
Household Income Base: Overnight Visitors to West Virginia $150K+ 7 $100K-$19.9K 16 $75K-99.9k 16 $50K-$7.9K $5K-$9.9K Under $5K 16 0 0 0 60 8
Marital Status Base: Overnight Visitors to West Virginia Married/With partner 69 Never married 0 Divorced/Widowed/ Separated 11 0 0 0 60 80 100 9
Children in Household Base: Overnight Visitors to West Virginia No Children Under 18 61 Any child between 1-17 15 Any child between 6-1 17 Any child under 6 0 0 0 60 80 0
Education Base: Overnight Visitors to West Virginia Post-graduate 15 College graduate Some college 1 High school or less 19 Other 0 0 0 60 1
Employment Base: Overnight Visitors to West Virginia Full-time/Self-employed 5 Part-time 9 Not employed/retired/ Other 6 0 0 0 60 80 100
Race Base: Overnight Visitors to West Virginia White 9 African-American Other 0 0 0 60 80 100
Hispanic Background Base: Overnight Visitors to West Virginia Yes 1 No 99 0 0 0 60 80 100
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 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 during the travel year Person-trips are the key unit of measure for this report. 6
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. 7