Minnesota 04 Visitor Report June 0
Table of Contents Introduction Methodology 4 U.S. Travel Market Trends Size and Structure of Minnesota s Travel Market 9 Overnight Trip Detail 6 Overnight Trip Characteristics 7 Demographic Profile of Overnight Visitors 8 Day Trip Detail 49 Day Trip Characteristics 0 Demographic Profile of Day Visitors 64 Appendix A: Key Terms Defined 7 Page
Introduction Longwoods International began tracking American travelers in 98, and has conducted large-scale syndicated visitor research quarterly since 990. 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 Minnesota s domestic tourism business in 04.
Methodology 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 non-responders. For the 04 travel year, this yielded : 0,908 trips for analysis nationally: 06,70 overnight trips 96,88 day trips For Minnesota, the following sample was achieved in 04: 4,96 trips:,094 overnight trips,0 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 4
U.S. Travel Market Structure & Trends
Millions of Trips Total Size of the U.S. Travel Market 00-04 Base: Overnight Person-Trips,000 4.0%,00,000 00,67,4,4,480, 0 00 0 0 0 04 6
Structure of the U.S. Travel Market 04 Overnight Trips Base: Overnight Person-Trips Visits to Friends/Relatives 4% Business-Leisure % Business 0% Marketable 44% 7
U.S. Market Trends for Overnight Trips 04 vs. 0 Base: Overnight Person-Trips All Overnight Trips 4 Visiting Friends/Relatives Marketable Trips Business-Leisure Trips 0 Business Trips -0-0 0 Change 8
Size & Structure of Minnesota s Travel Market
Minnesota s Share of Adult Overnight Trips Base: Adult Overnight Trips.0%.%.0%.%.0% 0.% 0.0%.0% 04 0
Total Size of Minnesota s Travel Market in 04 Total Person-Trips = 67. Million Day Trips 7% Overnight Trips 4% 8. Million 9. Million
Size of Minnesota s Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 9. Million Adults 76%. Million Children 4% 7 Million
Structure of Minnesota s Overnight Travel Market By Trip Purpose Base: Overnight Trips Marketable Leisure Trips 8% Visits to Friends/Relatives 47% Business-Leisure Trips 4% Business Trips %
Size of Minnesota s Day Travel Market Adults vs. Children Total Day Person-Trips = 8. Million Adults 78% 9.8 Million Children % 8.4 Million 4
Structure of Minnesota s Day Travel Market By Trip Purpose Base: Day Trips Visits to Friends/Relatives 4% Marketable Leisure Trips 48% Business Trips 8% Business-Leisure Trips %
Overnight Trip Detail
Overnight Trip Characteristics
Main Purpose of Trip Base: Overnight Trips to Minnesota Marketable Trips 8% Visiting friends/relatives Outdoors Special event Touring City trip Casino Theme park Resort 6 9 9 47 Other business trip Conference/convention 8 Business-leisure 4 0 0 40 60 8
Main Purpose of Leisure Trip Minnesota vs. National Norm Base: Overnight Trips Visiting friends/relatives Outdoors Special event Touring City trip Casino Theme park Resort 9 6 9 7 6 8 6 4 4 47 0 0 40 60 Minnesota US Norm 9
Main Purpose of Business Trip Minnesota vs. National Norm Base: Overnight Trips Business trip 7 8 Conference/Convention 0 0 40 60 Minnesota US Norm 0
State Origin Of Trip Base: Overnight Trips to Minnesota Minnesota Wisconsin Illinois Iowa North Dakota California South Dakota Florida Michigan Texas New York 4 4 7 0 4 0 0 0 0 40 0
DMA Origin Of Trip Base: Overnight Trips to Minnesota Minneapolis-St. Paul, MN Chicago, IL Fargo-Valley City, ND Duluth-Superior, MN/WI La Crosse-Eau Claire, WI Sioux Falls-Mitchell, SD/MN Cedar Rapids-Waterloo-Dubuque, IA New York, NY Des Moines-Ames, IA Mason City-Austin-Rochester, IA/MN Green Bay-Appleton, WI/MI Milwaukee, WI Los Angeles, CA Madison, WI 6 0 0 0 0 40
Season of Trip Base: Overnight Trips to Minnesota January-March 0 April-June 6 July-September 0 October-December 4 0 0 0 0 40
Method of Planning Trip Base: Overnight Trips 80 60 40 0 0 6 4 6 0 8 6 7 Internet Travel Agent Other None Minnesota US Norm 4
Method of Booking Trip Base: Overnight Trips 80 60 40 0 49 6 47 7 0 8 4 Internet Travel Agent Other None Minnesota US Norm
Total Nights Away on Trip Base: Overnight Trips Average Minnesota =.6 Nights Average US Norm =.7 Nights night nights -4 nights -6 nights 7- nights 4 + nights 4 9 8 0 4 7 4 6 0 0 0 0 40 Minnesota US Norm 6
Number of Nights Spent in Minnesota Base: Overnight Trips with + Nights Spent In Minnesota Average Nights Spent in Minnesota = night 0 nights -4 nights -6 nights 8 7 + nights 7 0 0 0 0 40 7
Size of Travel Party Base: Overnight Trips Minnesota. 0.7 Total =.0 US Norm. 0.7 Total =.9 0 4 Average No. of People Adults Children 8
Transportation Base: Overnight Trips Own car/truck Plane Rental car Taxi Cab Bus Train Camper, R.V Ship/Boat Bicycle Motorcycle 8 4 8 7 0 6 6 0 0 40 60 80 00 Minnesota US Norm 68 77 9
Accommodation Base: Overnight Trips Hotel Friends/relatives' dwelling (not paid for) Motel Resort hotel Campground/trailer park/rv park Own home/condo/apt/second home Rented cottage/cabin Bed & breakfast Country inn/lodge Rented home/condo/apartment Time share Boat/cruise ship Homesharing rental (booked thru airbnb,etc) Other 0 7 6 0 9 6 4 4 4 4 0 0 0 0 0 40 Minnesota US Norm 0
Activities and Experiences Base: Overnight Trips Shopping Fine Dining Swimming Casino Landmark/Historic Site Bar/Disco Fishing Beach National/State Park Hiking/Backpacking Boating/Sailing Museum Camping Business Meeting Zoo 4 7 6 0 0 6 0 4 9 0 8 7 8 4 7 0 7 7 6 6 0 0 0 0 40 Minnesota US Norm
Activities and Experiences (Cont d) Base: Overnight Trips Theme Park Fair/Exhibition Theater Conference/Convention Dance Biking Brewery Pro/College Sports Rock/Pop Concert Art Gallery Winery Golf Spa Part/attend kids sports event Birding 8 7 4 4 4 4 4 4 4 4 4 4 4 0 0 0 0 40 Minnesota US Norm
Activities and Experiences (Cont d) Base: Overnight Trips Watch Amateur/Youth Sports Part. In adult sports event Trade Show Hunting Participate in Amateur/Youth Sports Skiing/Snowboarding Rodeo Tennis Motorcycle Touring Rafting Mountain Climbing Opera Symphony Dude Ranch 0 0 0 0 40 Minnesota US Norm
Activities of Special Interest Base: Overnight Trips Historic places 6 Cultural activities & attraction 9 Exceptional culinary experience 6 Traveling with grandchildren Winery tours & wine tasting Eco-Tourism 6 7 7 6 0 0 0 0 40 Minnesota US Norm 4
Online Social Media Use by Travelers Base: Overnight Trips Used any social media for travel 74 76 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 Read a travel blog 8 9 8 8 49 0 0 40 60 80 00 Minnesota US Norm
Online Social Media Use by Travelers (Cont d) Base: Overnight Trips Used any social media for travel 74 76 Got travel advice Contributed travel reviews "Followed" a destination/attraction Gave travel advice Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 0 8 0 7 9 7 8 7 9 6 6 4 0 0 40 60 80 00 Minnesota US Norm 6
Organization Membership Base: Overnight Trips AAA 4 AARP National Motor Club 4 Better World Club 0 0 0 0 40 0 Minnesota US Norm 7
Demographic Profile of Overnight Visitors to Minnesota
Gender Base: Overnight Trips Male 48 0 Female 0 0 0 40 60 80 Minnesota US Norm 9
Age Base: Overnight Trips Average Minnesota = 44.7 Average US Norm = 44. 8-4 4-44 9 4 4-64 6 or older 0 0 0 0 40 0 Minnesota US Norm 40
Household Size Base: Overnight Trips member 9 members 4 9 members 4 members + members 6 8 0 0 40 60 Minnesota US Norm 4
Household Income Base: Overnight Trips $0,000 and over 4 7 $00,000-$49,999 6 6 $7,000-$99,999 6 6 $0,000-$74,999 4 Under $49,999 40 9 0 0 40 60 Minnesota US Norm 4
Marital Status Base: Overnight Trips Married/With partner 6 64 Single/ never married Separated/Divorced/Widowed 4 0 0 40 60 80 Minnesota US Norm 4
Children in Household Base: Overnight Trips No Children Under 8 7 Any child between -7 0 Any child between 6- Any child under 6 8 9 0 0 40 60 80 Minnesota US Norm 44
Education Base: Overnight Trips Post-graduate 9 College graduate 9 4 Some college 4 4 High school or less Other 0 0 0 0 40 0 Minnesota US Norm 4
Employment Base: Overnight Trips Full-time/Self-employed Part-time 0 Not employed/retired/ Other 7 9 0 0 40 60 Minnesota US Norm 46
Race Base: Overnight Trips White 8 90 African-American 4 8 Other 6 0 0 40 60 80 00 Minnesota US Norm 47
Hispanic Background Base: Overnight Trips No 9 9 Yes 9 0 0 40 60 80 00 Minnesota US Norm 48
Day Trip Detail
Day Trip Characteristics
Main Purpose of Trip Base: Day Trips Marketable Trips = 48% Visiting friends/relatives Shopping Touring Special event City trip Casino Outdoor Theme park 6 9 9 4 Other business trip Conference/convention 7 Business-leisure 0 0 0 0 40 0
Main Purpose of Leisure Trip Minnesota vs. National Norm Base: Day Trips Visiting friends/relatives Shopping Touring Special event City trip Casino Outdoors Theme park 8 9 9 8 6 8 6 7 4 0 0 0 0 40 0 Minnesota US Norm
Main Purpose of Business Trip Minnesota vs. National Norm Base: Day Trips Other business trip 6 7 Conference/convention 0 0 0 0 40 Minnesota US Norm
State Origin Of Trip Base: Day Trips Minnesota 6 Wisconsin Iowa Illinois North Dakota South Dakota 0 0 40 60 80 4
DMA Origin Of Trip Base: Day Trips Minneapolis-St. Paul, MN Duluth-Superior, MN/WI Fargo-Valley City, ND La Crosse-Eau Claire, WI Mason City-Austin-Rochester, IA/MN Sioux Falls-Mitchell, SD/MN Chicago, IL Mankato, IA/MN Des Moines-Ames, IA 7 4 0 0 40 60
Season of Trip Base: Day Trips January-March April-June 4 July-September 8 October-December 0 0 0 0 40 6
Size of Travel Party Base: Day Trips Minnesota. 0.6 Total =.7 US Norm. 0.6 Total =.8 0 4 Average No. of People Adults Children 7
Activities and Experiences Base: Day Trips Shopping Fine Dining Casino Landmark/Historic Site Swimming National/State Park Beach Fair/Exhibition Hiking/Backpacking Bar/Disco Museum Fishing Zoo Camping Theater Theme Park 8 0 9 7 7 8 7 7 6 6 6 8 6 4 4 4 4 7 4 4 4 4 6 0 0 0 0 40 Minnesota US Norm 8
Activities and Experiences (Cont d) Base: Day Trips Business Meeting Boating/Sailing Conference/Convention Biking Part/attend kids sports event Art Gallery Watch Amateur/Youth Sports Brewery Golf Winery Spa Birding Pro/College Sports Dance Rock/Pop Concert Trade Show 0 0 0 0 40 Minnesota US Norm 9
Activities of Special Interest Base: Day Trips Historic places 9 Cultural activities & attraction 9 Exceptional culinary experience 8 Traveling with grandchildren Eco-Tourism Winery tours & wine tasting 4 0 0 0 0 40 Minnesota US Norm 60
Social Media Use by Travelers Base: Day Trips Used any social media for travel 67 7 Used Smartphone while traveling Posted travel photos/video online Read travel reviews online Looked at travel photos/video online Accessed travel deals/news/promotions Connected to others interested in travel Read a travel blog 0 9 9 7 9 4 44 0 0 40 60 80 00 Minnesota US Norm 6
Social Media Use by Travelers (Cont d) Base: Day Trips Used any social media for travel 67 7 Got travel advice via social networking "Followed" a destination/attraction Gave travel advice via social networking Contributed travel reviews online Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 9 0 8 8 6 7 6 8 6 8 4 0 0 40 60 80 00 Minnesota US Norm 6
Organization Membership Base: Day Trips AAA 8 7 AARP 9 9 National Motor Club Better World Club < 0 0 0 0 40 0 Minnesota US Norm 6
Demographic Profile of Day Visitors to Minnesota
Gender Base: Day Trips Male 4 48 Female 8 0 0 40 60 80 Minnesota US Norm 6
Age Base: Day Trips Average Minnesota = 4. Average US Norm = 44.8 8-4 -44 8 9 4-64 4 6 or older 6 0 0 0 0 40 0 Minnesota US Norm 66
Household Size Base: Day Trips member members 4 7 members 8 4 members 4 + members 0 0 40 60 Minnesota US Norm 67
Household Income Base: Day Trips $0,000 and over $00,000-$49,999 $7,000-$99,999 4 4 $0,000-$74,999 Under $49,999 47 49 0 0 40 60 Minnesota US Norm 68
Marital Status Base: Day Trips Married/With partner 6 60 Single/ never married 4 Separated/Divorced/Widowed 0 0 40 60 80 Minnesota US Norm 69
Children in Household Base: Day Trips No Children Under 8 7 Any child between -7 9 0 Any child between 6- Any child under 6 8 9 0 0 40 60 80 Minnesota US Norm 70
Education Base: Day Trips Post-graduate 7 College graduate 6 8 Some college 6 9 High school or less 7 9 Other 0 0 0 0 40 0 Minnesota US Norm 7
Employment Base: Day Trips Full-time/Self-employed 46 48 Part-time 0 Not employed/retired/ Other 9 44 0 0 40 60 Minnesota US Norm 7
Race Base: Day Trips White 8 9 African-American 8 Other 6 0 0 0 40 60 80 00 Minnesota US Norm 7
Hispanic Background Base: Day Trips No 9 97 Yes 9 0 0 40 60 80 00 Minnesota US Norm 74
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 0 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. 76
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. 77