West Virginia 009 Visitor Report December, 010
Table of Contents Introduction...... Methodology.. 4 Travel Market Size & Structure... 6 Overnight Expenditures.. 1 Overnight Trip Characteristics... 16 Demographic Profile of Visitors to West Virginia..... 4 Appendix: Key Terms Defined........ 46
Introduction Longwoods International began tracking American travelers in 198, 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 009.
Methodology Each quarter, a random cross-section of 00,000 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 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
Travel Market Size & Structure
Total Size of the U.S. Travel Market 007-009 Base: Total Person-Trips,000-8.0% 1,00 Millions of Trips 1,000 00 1,446 1,46 1,1 0 007 008 009 6
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% 007 008 009 7
Size of West Virginia s Overnight Travel Market* 007-009 Base: Total Person-Trips 0 -.% Millions of Trips 1 10 14.7 14.1 1.6 0 007 008 009 *Estimates includes adults and children. 8
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
Total Overnight Adult Trips to West Virginia Base: Adult Overnight Person-Trips to West Virginia - 4.0% 1 Millions of Trips 10 9.0 8.6 9.7 10. 10. 11. 11.4 11.7 11.0 10.6 0 '00 '01 '0 '0 '04 '0 '06 '07 '08 '09 10
West Virginia s Overnight Travel Market by Trip Purpose Base: Adult Overnight Person-Trips to West Virginia Leisure 8% Business- Leisure % Business 1% 11
Overnight Expenditures
Average Overnight Expenditures Per Party Per Trip Base: Total Overnight Person-Trips to West Virginia 00 10 Dollars 100 $18 0 $101 $74 $9 $7 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 1
Average Per Party Expenditures on Overnight Trips Leisure vs. Business Base: Total Overnight Person-Trips to West Virginia 400 00 Dollars 00 $6 100 0 $94 $90 Lodging $11 Restaurant Food & Beverages $71 $80 $60 $9 $9 Retail Purchases Recreation/ Sightseeing/ Entertainment $6 Transportation at Destination Leisure Business 14
Overnight Trip Characteristics
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 1 7 7 8 10 4 Conference/Convention Other business trip 9 Business-Leisure 0 0 40 60 16
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 10 7 8 9 7 6 7 4 4 4 0 10 0 0 40 0 West Virginia US Norm 17
Main Purpose of Business Trip West Virginia vs. National Norm Base: Adult Overnight Person-Trips Conference/Convention 4 Other business trip 8 9 0 10 1 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 Kentucky Florida New York Michigan New Jersey Georgia South Carolina Tennessee 4 4 6 7 10 1 1 19 0 10 1 0 19
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 4 6 6 8 10 0 10 1 0
Season of Trip Base: Adult Overnight Person-Trips to West Virginia January-March April-June July-September 1 October-December 1 0 10 0 0 40 1
Method of Planning Trip Base: Adult Overnight Person-Trips 80 60 40 71 9 0 6 4 0 Internet Travel Agent Other/None 4 West Virginia US Norm
Method of Booking Trip Base: Adult Overnight Person-Trips 80 60 40 7 9 0 0 4 0 Internet Travel Agent Other/None 4 West Virginia US Norm
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 6 10 9 1 14 19 4 6 4 8 0 10 0 0 40 West Virginia US Norm 4
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 7 7 + nights 6 0 10 0 0 40 0 60
Size of Travel Party Base: Total Overnight Person-Trips West Virginia.9 0. Total =.1 US Norm. 0. Total =.7 0 1 4 Average No. of People Adults Children 6
Transportation Base: Adult Overnight Person-Trips Personal Vehicles Own car/truck Rental car Taxi Cab Camper, R.V Bicycle <1 <1 8 11 76 90 Commercial Vehicles Plane Train Bus Ship/Boat 7 4 4 18 0 0 40 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 Own home/condo/apartment/cabin Bed & breakfast Rented cottage/cabin Country inn/lodge Rented home/condo/apartment Time share Boat/cruise ship 4 4 4 4 1 1 8 7 7 1 1 1 4 8 1 0 10 0 0 40 0 West Virginia US Norm 8
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 6 10 11 14 11 14 9 1 1 11 1 10 10 9 1 9 18 17 0 0 1 0 10 0 0 40 West Virginia US Norm 9
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 6 4 4 4 4 4 7 0 10 0 0 40 West Virginia US Norm 0
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 1 1 1 1 1 1 1 1 0 1 0 0 10 0 0 40 West Virginia US Norm 1
Activities of Special Interest Base: Adult Overnight Person-Trips Historic places 19 9 Cultural activities/attractions 16 16 Exceptional culinary experiences 8 9 Traveling with grandchildren Eco-tourism Winery tours/wine tasting 4 4 6 0 10 0 0 40 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 Pacific West South Central Mountain New England West North Central <1 <1 <1 <1 7 16 18 0 0 40 60 4
Gender Base: Overnight Visitors to West Virginia Male 0 Female 0 0 0 40 60 80 100
Age Base: Overnight Visitors to West Virginia Average = 46.4 18-4 10-44 7 4-64 6 6 or older 17 0 0 40 60 6
Household Size Base: Overnight Visitors to West Virginia 1 member 4 members 0 members 1 4 + members 0 10 0 0 40 7
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 1 0.0 0.0 40.0 60.0 8
Marital Status Base: Overnight Visitors to West Virginia Married/With partner 66 Never married Divorced/Widowed/ Separated 9 0.0 0.0 40.0 60.0 80.0 100.0 9
Children in Household Base: Overnight Visitors to West Virginia No Children Under 18 6 Any child between 1-17 16 Any child between 6-1 1 Any child under 6 1 0 0 40 60 80 40
Education Base: Overnight Visitors to West Virginia Post-graduate 18 College graduate Some college 6 High school or less Other <1 0.0 0.0 40.0 60.0 41
Employment Base: Overnight Visitors to West Virginia Full-time/Self-employed 4 Part-time 9 Not employed/retired/ Other 4 0.0 0.0 40.0 60.0 80.0 100.0 4
Race Base: Overnight Visitors to West Virginia White 9 African-American Other 4 0.0 0.0 40.0 60.0 80.0 100.0 4
Hispanic Background Base: Overnight Visitors to West Virginia Yes No 98 0.0 0.0 40.0 60.0 80.0 100.0 44
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 during the travel year Person-trips are the key unit of measure for this report. 46
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