Tampa Bay 2014 Visitor Report

Tampa Bay 2014 Visitor Report

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............ 17 Overnight Expenditures.. 18 Overnight Trip Characteristics... 2 Demographic Profile of Overnight Visitors.. 48 Day Trip Detail....... 59 Day Trip Expenditures..... 60 Day Trip Characteristics......... 65 Demographic Profile of Day Visitors. 82 Appendix: Key Terms Defined........ 9 2

Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. 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.

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

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

Size & Structure of the U.S. Travel Market

Millions of Trips Total Size of the U.S. Travel Market 2010-2014 Base: Total Overnight Person-Trips 2,000 4.0% 1,500 1,000 500 1,67 1,41 1,451 1,480 1,52 0 2010 2011 2012 201 2014 7

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

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 2-10 -5 0 5 10 Change 9

Size & Structure of Tampa Bay s Domestic Travel Market

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

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% 201 2014 Day Overnight 12

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

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

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

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

Overnight Trip Detail

Overnight Expenditures

Dollars Average Per Person Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa Bay 80 60 40 $56 20 $9 $2 $26 $19 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 19

Dollars Average Per Person Expenditures on Domestic Overnight by Trip Purpose Base: Total Overnight Person-Trips to Tampa Bay 400 00 200 $16 100 $146 0 Leisure Business 20

Dollars Average Per Party Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa Bay 250 200 150 100 $156 50 $110 $6 $72 $54 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 21

Dollars Average Per Party Expenditures on Domestic Overnight by Trip Purpose Base: Total Overnight Person-Trips to Tampa Bay 800 600 400 $652 200 $424 0 Leisure Business 22

Overnight Trip Characteristics

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 7 6 5 4 4 10 45 Other business trip Conference/Convention 4 6 Business-leisure 4 0 10 20 0 40 50 60 24

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 10 4 7 8 6 7 5 5 4 6 4 6 5 45 4 0 20 40 60 80 Tampa Bay U.S. Norm 25

Main Purpose of Business Trip Tampa Bay vs. National Norm Base: Total Overnight Person-Trips Conference/Convention 4 4 Other business trip 6 7 0 2 4 6 8 10 Tampa Bay U.S. Norm 26

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

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 5 5 4 4 7 5 0 10 20 0 40 28

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 2 2 2 4 6 8 9 10 0 10 20 29

Season of Trip Base: Total Overnight Person-Trips to Tampa Bay January-March 27 April-June 24 July-September 24 October-December 26 0 10 20 0 40 0

Method of Planning Trip Base: Total Overnight Person-Trips 80 60 40 20 0 69 56 6 24 11 8 9 7 Internet Travel Agent Other None Tampa Bay U.S. Norm 1

Method of Booking Trip Base: Total Overnight Person-Trips 80 60 40 20 0 70 56 7 2 10 8 4 4 Internet Travel Agent Other None Tampa Bay U.S. Norm 2

Devices Used for Trip Planning Base: Total Overnight Person-Trips Used Any Device (Net) 79 90 Laptop/Tablet 45 51 Desktop/Home Computer 4 52 Smartphone 22 25 0 20 40 60 80 100 Tampa Bay U.S. Norm

Devices Used During Trip Base: Total Overnight Person-Trips Used Any Device (Net) 78 86 Smartphone 60 65 Laptop/Tablet 47 57 0 20 40 60 80 100 Tampa Bay U.S. Norm 4

Total Nights Away on Trip Base: Total Overnight Person-Trips Average Tampa Bay = 5.2 nights Average US Norm =.7 nights 1 night 15 24 2 nights 19 27-4 nights 27 26 5-6 nights 11 14 7-1 nights 10 18 14 + nights 7 0 10 20 0 40 Tampa Bay U.S. Norm 5

Number of Nights Spent in Tampa Bay Base: Overnight Person-Trips with 1+ Nights Spent In Tampa Bay Average Nights Spent in Tampa Bay = 2.6 1 night 44 2 nights 24-4 nights 19 5-6 nights 7 7 + nights 8 0 10 20 0 40 50 6

Size of Travel Party Base: Total Overnight Person-Trips Tampa Bay 2.2 0.7 Total = 2.9 U.S. Norm 2.2 0.7 Total = 2.9 0 1 2 4 Average No. of People Adults Children 7

Transportation Base: Total Overnight Person-Trips Own car/truck Plane Rental car Taxi Cab Bus Train Camper, R.V Ship/Boat 6 6 4 5 2 11 10 18 24 6 56 68 0 20 40 60 80 100 Tampa Bay U.S. Norm 8

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 26 19 26 25 22 21 15 1 6 4 5 4 4 2 4 2 2 1 9 10 0 10 20 0 Tampa Bay U.S. Norm 9

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 4 5 14 1 16 28 22 25 8 15 10 1 10 12 11 12 10 12 1 12 5 0 10 20 0 40 50 Tampa Bay U.S. Norm 40

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 11 6 11 7 9 4 8 5 7 4 7 5 7 4 7 5 6 5 6 6 6 4 5 5 0 10 20 0 40 50 Tampa Bay U.S. Norm 41

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 4 7 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 1 0 10 20 0 40 50 Tampa Bay U.S. Norm 42

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 2 1 2 1 2 1 2 1 2 1 1 2 1 1 1 1 1 1 10 16 0 10 20 0 40 50 Tampa Bay U.S. Norm 4

Activities of Special Interest Base: Total Overnight Person-Trips Cultural activities/attractions 2 29 Historic places 26 27 Exceptional culinary experiences 16 21 Winery tours/wine tasting Traveling with grandchildren Eco-tourism 7 7 6 9 9 10 0 10 20 0 40 Tampa Bay U.S. Norm 44

Online Social Media Use by Travelers Base: Total Overnight Person-Trips Used any social media for travel 79 76 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 14 1 14 1 1 27 28 24 21 22 19 52 49 0 20 40 60 80 100 Tampa Bay U.S. Norm 45

Online Social Media Use by Travelers (Cont d) Base: Total Overnight Person-Trips Used any social media for travel 79 76 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 1 11 12 10 11 8 10 9 9 9 6 6 5 5 0 20 40 60 80 100 Tampa Bay U.S. Norm 46

Club Membership Base: Total Overnight Person-Trips AAA 42 4 AARP 21 25 National Motor Club 4 5 Better World Club None of the above 4 47 0 10 20 0 40 50 60 Tampa Bay U.S. Norm 47

Demographic Profile of Overnight Visitors

Gender Base: Total Overnight Person-Trips Male 50 52 Female 48 50 0 20 40 60 80 Tampa Bay U.S. Norm 49

Age Base: Total Overnight Person-Trips Average Tampa Bay = 44.6 Average U.S. Norm = 44. 18-24 years 14 1 25-44 years 9 41 45-64 years 1 65+ years 15 15 0 20 40 60 Tampa Bay U.S. Norm 50

Marital Status Base: Total Overnight Person-Trips Married/with partner 60 61 Never married 25 25 Divorced/widowed/ separated 14 15 0 20 40 60 80 Tampa Bay U.S. Norm 51

Household Size Base: Total Overnight Person-Trips 1 member 21 22 2 members 4 4 members 18 18 4 members 15 16 5+ members 11 12 0 10 20 0 40 Tampa Bay U.S. Norm 52

Children in Household Base: Total Overnight Person Trips No children under 18 52 55 Any child between 1-17 20 22 Any child between 6-12 24 2 Any child under 6 18 19 0 20 40 60 80 Tampa Bay U.S. Norm 5

Education Base: Total Overnight Person-Trips Post-graduate 16 21 College graduate 8 9 Some college 24 27 High school or less 15 19 Other 1 1 0 10 20 0 40 50 Tampa Bay U.S. Norm 54

Employment Base: Total Overnight Person-Trips Full time/ self-employed 51 5 Part time 9 10 Not employed/retired/ other 8 9 0 20 40 60 Tampa Bay U.S. Norm 55

Household Income Base: Total Overnight Person-Trips $150K+ 6 7 $100-$149.9K $75K-$99.9K 15 16 16 16 $50K-$74.9K 22 2 $0K-$49.9K 19 19 Under $0K 22 22 0 10 20 0 Tampa Bay U.S. Norm 56

Race Base: Total Overnight Person-Trips White 81 81 African-American 8 10 Other 9 11 0 20 40 60 80 100 Tampa Bay U.S. Norm 57

Hispanic Background Base: Total Overnight Person-Trips Yes 12 9 No 88 91 0 20 40 60 80 100 Tampa Bay U.S. Norm 58

Day Trip Detail

Day Trip Expenditures

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

Dollars Average Per Person Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Tampa Bay 100 50 $64 0 Leisure $0 Business* * Base size too small 62

Dollars Average Per Party Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Tampa Bay 80 60 40 20 $50 $7 $44 $25 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 6

Dollars Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Tampa Bay 200 150 100 $164 50 0 Leisure $64 Business 64

Day Trip Characteristics

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 9 8 7 6 6 5 11 4 Other business trip Conference/convention 1 8 Business-leisure 1 0 10 20 0 40 66

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 9 8 8 8 7 8 6 5 6 5 6 11 11 4 7 0 10 20 0 40 Tampa Bay U.S. Norm 67

Main Purpose of Business Trip Tampa Bay vs. National Norm Base: Total Day Person-Trips Conference/Convention 1 2 Other business trip 6 8 0 2 4 6 8 10 Tampa Bay US Norm 68

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

State Origin Of Trip Base: Total Day Person-Trips to Tampa Bay Florida 88 New York 2 Georgia 1 0 20 40 60 80 100 70

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 2 0 20 40 60 80 71

Season of Trip Base: Total Day Person-Trips to Tampa Bay January-March 24 April-June 22 July-September 26 October-December 27 0 10 20 0 40 72

Size of Travel Party Base: Total Day Person-Trips Tampa Bay 2.2 0.6 Total = 2.8 U.S. Norm 2.1 0.6 Total = 2.7 0 1 2 4 Average No. of People Adults Children 7

Activities and Experiences Base: Total Day Person-Trips Shopping Theme park Beach/waterfront Fine dining Casino Swimming Zoo Museum Fishing 6 8 7 7 7 5 7 7 7 4 12 12 1 16 17 19 29 28 0 10 20 0 40 Tampa Bay U.S. Norm 74

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 6 4 5 4 5 6 4 4 2 4 4 4 2 8 0 10 20 0 40 Tampa Bay U.S. Norm 75

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 2 2 2 2 2 2 2 2 2 2 2 2 1 2 5 0 10 20 0 40 Tampa Bay U.S. Norm 76

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 1 1 1 1 1 1 1 1 1 1 1 1 1 1 17 22 0 10 20 0 40 Tampa Bay U.S. Norm 77

Activities of Special Interest Base: Total Day Person-Trips Cultural activities and attractions 21 21 Historic places, sites and landmarks 15 19 Exceptional culinary experiences 11 14 Eco-tourism Traveling with grandchildren Winery tours and wine-tasting 4 7 5 6 5 5 0 10 20 0 40 Tampa Bay U.S. Norm 78

Use of Social Media for Travel Base: Total Day Person-Trips Used any social media for travel 70 72 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 12 12 11 12 21 21 20 19 29 29 26 25 45 44 0 20 40 60 80 Tampa Bay U.S. Norm 79

Use of Social Media for Travel (Cont d) Base: Total Day Person-Trips Used any social media for travel 70 72 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 10 10 9 7 7 8 7 8 7 8 5 6 5 5 0 20 40 60 80 Tampa Bay U.S. Norm 80

Club Membership Base: Total Day Person-Trips AAA 7 45 AARP 19 26 National Motor Club Better World Club 1 1 2 None of the above 44 52 0 20 40 60 Tampa Bay U.S. Norm 81

Demographic Profile of Day Visitors

Gender Base: Total Day Person-Trips Male 48 52 Female 48 52 0 20 40 60 80 Tampa Bay U.S. Norm 8

Age Base: Total Day Person-Trips Average Tampa Bay = 47. Average US Norm = 44.8 18-24 1 1 25-44 9 45-64 2 65 or older 15 2 0 10 20 0 40 50 Tampa Bay U.S. Norm 84

Household Size Base: Total Day Person-Trips 1 member 18 22 2 members 4 40 members 4 members 5+ members 16 18 1 15 14 12 0 10 20 0 40 50 60 Tampa Bay U.S. Norm 85

Household Income Base: Total Day Person-Trips $150K+ 4 $100-$149.9K $75K-$99.9K 10 12 12 14 $50K-$74.9K 22 24 $0K-$49.9K 21 25 Under $0K 27 26 0 10 20 0 40 Tampa Bay U.S. Norm 86

Marital Status Base: Total Day Person-Trips Married/with partner 59 60 Single/never married 26 25 Separated/divorced/widowed 15 16 0 20 40 60 80 Tampa Bay U.S. Norm 87

Children in Household Base: Total Day Person-Trips No children under 18 55 57 Any child between 1-17 21 20 Any child between 6-12 20 22 Any child under 6 17 19 0 20 40 60 80 Tampa Bay U.S. Norm 88

Education Base: Total Day Person-Trips Post-graduate 14 17 College graduate 6 Some college 26 28 High school or less 19 24 Other 1 1 0 10 20 0 40 50 Tampa Bay U.S. Norm 89

Employment Base: Total Day Person-Trips Full time/self-employed 40 46 Part-time 10 12 Not employed/retired/other 44 48 0 25 50 75 Tampa Bay U.S. Norm 90

Race Base: Total Day Person-Trips White 82 87 African-American 7 8 Other 6 10 0 20 40 60 80 100 Tampa Bay U.S. Norm 91

Hispanic Background Base: Total Day Person-Trips Yes 9 11 No 89 91 0 20 40 60 80 100 Tampa Bay U.S. Norm 92

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. Person-trips are the key unit of measure for this report. 94

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