Duluth, MN 015 Visitor Report
Table of Contents Introduction...... Methodology.. Key Findings. 5 Size & Structure of the U.S. Travel Market.. 9 Size & Structure of Duluth s Travel Market 1 Overnight Trip Detail............ 19 Overnight Expenditures.. 0 Overnight Trip Characteristics... 6 Demographic Profile of Overnight Visitors.. 5 Day Trip Detail............ 65 Day Trip Expenditures.... 66 Day Trip Characteristics.... 7 Demographic Profile of Day Trip Visitors.... 86 Appendix: Key Terms Defined........ 97
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 Duluth s domestic tourism business in 015.
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 015 travel year, this yielded: 7,16 trips for analysis nationally: 7,555 overnight trips 99,609 day trips For Duluth, the following sample was achieved in 015: 6 trips: 08 overnight trips 15 day trips* For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. *Caution should be used in interpreting day trip data in this report due to low sample size
Key Findings
Key Findings In 015, Duluth had 6.7 million person trips. % were overnight trips and 66% were day trips. The overnight trips generated $19 million in spending. When asked about the main purpose of their overnight trip, 9% responded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types were touring through the region and trips to enjoy outdoor activities. The average number of nights spent in Duluth on an overnight trip was.7 nights and the average travel party size was persons. 6
Key Findings (Cont d) Travelers on overnight trips to Duluth were more likely to arrive in their own car and less likely to arrive by plane than the national average. Travelers on overnight trips to Duluth were most likely to engage social media by posting photos online, reading travel reviews and accessing news/promotions. The top four states of origin for overnight trips were Minnesota, Illinois, Wisconsin and Michigan. The top four DMA s of origin were Minneapolis-St. Paul, Duluth, Chicago and Fargo. The top five activities engaged in by travelers on overnight trips to Duluth were Shopping, visiting a Landmark/Historic Site, visiting a National or State Park, Hiking/Backpacking and Fine Dining. 7
Key Findings (Cont d) Overall trip experience and friendliness of the people received the highest satisfaction ratings for overnight visitors to Duluth. 87% of overnight visitors had visited Duluth before, and 71% said they had visited in the past year. 6% of overnight trips were planned months or less before the trip, and 9% did not plan anything in advance. Advice from friends and relatives was the most frequently cited source of planning information at 18% and the top ranked method of booking was Hotel or Resort at 8%. 8
Size & Structure of the U.S. Travel Market
Millions of Trips Total Size of the U.S. Travel Market 011-015 Base: Total Overnight Person-Trips,000.% 1,500 1,000 500 1,1 1,51 1,80 1,5 1,568 0 011 01 01 01 015 10
Structure of the U.S. Travel Market 015 Overnight Trips Base: Total Overnight Person-Trips Visiting Friends/Relatives % Business-Leisure % Business 10% Marketable % 11
U.S. Market Trends for Overnight Trips 015 vs. 01 Base: Total Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives Marketable Trips 1 Business-Leisure Trips Business Trips -10-5 0 5 10 Change 1
Size & Structure of Duluth s Travel Market
Total Size of the Duluth Travel Market in 015 Total Person-Trips = 6.7 Million Overnight Trips %. Million Day Trips 66%. Million 1
Size of Duluth s Overnight Travel Market Adults vs. Children Total Overnight Person-Trips =. Million Adults 7% 1.7 Million Children 7% 0.6 Million 15
Duluth s Overnight Travel Market by Trip Purpose Adult Overnight Person-Trips = 1.7 Million Visits to Friends/Relatives 9% 0.7 Million Business-Leisure % 0.0 Million Business % 0.0 Million Marketable 56% 0.9 Million 16
Size of Duluth s Day Travel Market Adults vs. Children Total Day Person-Trips =. Million Adults 76%. Million Children % 1 Million 17
Duluth s Day Travel Market by Trip Purpose Adult Day Person-Trips =. Million Visits to Friends/Relatives % 0.8 Million Marketable 69%. Million Business-Leisure % 0.1 Million Business % 0. Million 18
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending by Sector Total Spending = $19 Million Lodging % $1 Million Restaurant Food & Beverage 5% $80 Million Transportation 10% $ Million Recreation 10% Retail 1% $ Million $ Million 1
Dollars Average Per Person Expenditures on Overnight Trips By Sector 60 0 $58 0 $5 $18 $1 $1 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination
Dollars Average Per Person Expenditures on Overnight Trips by Trip Purpose 150 100 50 $15 0 Leisure $0 Business* *Low Business Base
Dollars Average Per Party Expenditures on Overnight Trips By Sector 00 150 100 $161 50 $97 0 Lodging Restaurant Food & Beverage $50 Retail Purchases $9 $8 Recreation/ Sightseeing/ Entertainment Transportation at Destination
Dollars Average Per Party Expenditures on Overnight Trips by Trip Purpose 00 00 00 $8 100 0 Leisure $0 Business* *Low Business Base 5
Overnight Trip Characteristics
Main Purpose of Trip Base: Total Overnight Person-Trips Marketable Trips 56% Visiting friends/relatives Touring Outdoors Special event City trip Casino Skiing/Snowboarding Resort 1 7 6 8 1 17 9 Other business trip Conference/Convention 1 Business-leisure 0 10 0 0 0 50 7
Main Purpose of Leisure Trip Duluth vs. National Norm Base: Total Overnight Person-Trips Visiting friends/relatives Touring Outdoors Special event City trip Casino Skiing/Snowboarding Resort 1 1 8 6 8 7 7 5 6 5 1 17 9 0 10 0 0 0 50 Duluth US Norm 8
Main Purpose of Business Trip Duluth vs. National Norm Base: Total Overnight Person-Trips Other business trip 6 Conference/Convention 1 0 6 8 Duluth US Norm 9
State Origin Of Trip Base: Overnight Person-Trips to Duluth Minnesota Illinois Wisconsin Michigan Arizona Alaska Washington California South Dakota Nebraska 6 6 60 0 10 0 0 0 50 60 70 0
DMA Origin Of Trip Base: Overnight Person-Trips to Duluth Minneapolis-St. Paul, MN Duluth-Superior, MN/WI Chicago, IL Fargo-Valley City, ND Phoenix, AZ Seattle-Tacoma, WA New York, NY/NJ/PA/CT Omaha, NE/IA Los Angeles, CA 5 8 5 0 0 0 60 1
Season of Trip Base: Total Overnight Person-Trips January-March 0 April-June 5 July-September October-December 0 10 0 0 0
Satisfaction with Trip % Very Satisfied Base: Total Overnight Person-Trips Overal trip experience 75 80 Friendliness of people 66 71 Sightseeing and attractions Quality of food Quality of accommodations Value for money 57 56 55 51 67 66 6 66 Music/nightlife/entertainment 8 0 0 0 60 80 100 Duluth U.S. Norm
Past Visitation Base: Total Overnight Person-Trips Ever 87 87 Past Year 71 75 0 0 0 60 80 100 Duluth U.S. Norm
Length of Trip Planning Base: Total Overnight Person-Trips More than 1 year in advance 6-1 months 10 1-5 months months 16 18 19 17 1 month or less 5 Did not plan anything in advance 9 1 0 10 0 0 0 50 Duluth US Norm 5
Trip Planning Information Sources Base: Total Overnight Person-Trips Advice from relatives or friends Online travel agencies Hotel or resort Social Media Destination websites Auto club/aaa Travel company websites Airline/commercial carrier Lodging sharing websites 5 6 7 8 8 10 9 10 9 9 1 1 15 15 16 17 18 0 5 10 15 0 Duluth US Norm 6
Trip Planning Information Sources (Cont d) Base: Total Overnight Person-Trips Travel guide/other books 800/888 number Travel agent/company Newspaper articles/ad Visitors' bureau/gov tourism office TV program/ad Magazine articles/ad Radio show/ad Travel/ski show or exhibition 1 1 1 1 1 1 5 6 0 5 10 15 0 Duluth US Norm 7
Method of Booking Trip Base: Total Overnight Person-Trips Hotel or resort Online travel agencies Airline/commercial carrier Travel company websites 800/888 number Advice from relatives or friends Destination websites Auto club/aaa Lodging sharing websites 8 18 1 15 7 1 6 8 6 5 7 5 0 10 0 0 Duluth US Norm 8
Method of Booking Trip (Cont d) Base: Total Overnight Person-Trips Travel agent/company Visitors' bureau/gov tourism office Newspaper articles/ad Magazine articles/ad TV program/ad Radio show/ad Travel guide/other books Travel/ski show or exhibition 1 1 1 1 1 1 1 1 1 0 0 1 6 0 10 0 0 Duluth US Norm 9
Devices Used for Trip Planning Base: Total Overnight Person-Trips Laptop 5 5 Home (desktop) computer 1 Smartphone 7 0 Tablet None of these 1 17 16 18 0 0 0 60 Duluth U.S. Norm 0
Devices Used During Trip Base: Total Overnight Person-Trips Smartphone 65 69 Tablet 8 7 Laptop 9 None of these 18 0 0 0 60 80 Duluth U.S. Norm 1
Total Nights Away on Trip Base: Total Overnight Person-Trips Average Duluth =.7 Nights Average US Norm = Nights 1 night nights - nights 5-6 nights 7-1 nights 1 + nights 1 1 10 11 19 1 6 6 0 10 0 0 0 Duluth US Norm
Number of Nights Spent in Duluth Base: Total Overnight Person-Trips with 1+ nights spent in Duluth Average Nights Spent in Duluth =.7 1 night 8 nights 6 - nights 5-6 nights 8 7 + nights 0 10 0 0 0
Size of Travel Party Base: Total Overnight Person-Trips Duluth. 0.7 Total = US Norm. 0.6 Total =.9 0 1 Average No. of People Adults Children
Transportation Base: Total Overnight Person-Trips Own car/truck Plane Rental car Traditional Taxi Camper, R.V Train Motorcycle Bus Online Taxi Svc Ship/Boat 8 65 1 6 11 19 6 9 5 5 1 6 5 0 0 0 60 80 100 Duluth US Norm 5
Accommodations Base: Total Overnight Person-Trips Hotel/Motel Friends/relatives' dwelling (not paid for) Campground/trailer park/rv park Country Inn/Lodge Rented cottage/cabin Bed & Breakfast Own home/condo/apt/second home Rented home/condo/apartment Time Share Boat/cruise ship Other 5 5 9 8 7 7 7 5 5 1 1 6 0 0 0 60 Duluth US Norm 6
Activities and Experiences Base: Total Overnight Person-Trips Shopping Landmark/Historic Site National/State Park Hiking/Backpacking Fine Dining Beach Museum Swimming Casino Bar/Disco Fishing Camping 8 5 5 1 10 1 7 19 17 16 17 11 1 16 1 10 11 11 10 5 9 5 0 10 0 0 0 Duluth US Norm 7
Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Boating/Sailing Art Gallery Zoo Brewery Fair/Exhibition/Festival Dance Theme Park Birding Biking Skiing/Snowboarding Golf 1 7 5 7 5 6 5 5 5 5 5 5 8 0 10 0 0 0 Duluth US Norm 8
Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Conference/Convention Glamping Spa Winery Mountain Climbing Theater Trade Show Business Meeting Pro/College Sports Watch Amateur/Youth Sports Participate in Adult Sports Event 1 5 6 7 0 10 0 0 0 Duluth US Norm 9
Activities of Special Interest Base: Total Overnight Person-Trips Historic places Family Reunion Cultural activities/attractions Wedding Exceptional culinary experiences Brewery Tours/Beer Tasting Winery tours/wine tasting Eco-Tourism Traveling with grandchildren Religious Travel Medical Tourism 1 19 18 17 8 5 7 11 6 5 5 5 0 10 0 0 0 Duluth US Norm 50
Online Social Media Use by Travelers Base: Total Overnight Person-Trips Used any social media for travel 68 68 Posted travel photos/video online Read travel reviews Accessed travel news/events/deals/promotions Looked at travel photos/video online Connected with others interested in travel Got travel advice Contributed travel reviews 1 1 11 11 11 0 1 19 17 7 8 0 0 0 60 80 Duluth US Norm 51
Online Social Media Use by Travelers (Cont d) Base: Total Overnight Person-Trips Used any social media for travel 68 68 Read a travel blog "Followed" a destination/attraction Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip Blogged about a trip 10 1 9 9 7 9 6 6 5 9 5 5 0 0 0 60 80 Duluth US Norm 5
Organization Membership Base: Total Overnight Person-Trips AAA 1 AARP 18 National Motor Club Better World Club 0 10 0 0 0 50 Duluth U.S. Norm 5
Demographic Profile of Overnight Visitors to Duluth
Gender Base: Total Overnight Person-Trips Male 8 Female 5 56 0 0 0 60 Duluth US Norm 55
Age Base: Total Overnight Person-Trips Duluth Average = US Average = 5 18-1 1 5-0 5-6 0 1 65 or older 1 17 0 10 0 0 0 50 Duluth US Norm 56
Household Size Base: Total Overnight Person-Trips Duluth Average =.7 US Average =.7 1 member 0 members 6 members 18 0 members 1 15 5+ members 11 11 0 10 0 0 0 Duluth US Norm 57
Household Income Base: Total Overnight Person-Trips $150K+ 6 $100-$19.9K 1 15 $75K-$99.9K 16 18 $50K-$7.9K 5 Under $9.9K 1 1 0 10 0 0 0 50 Duluth US Norm 58
Marital Status Base: Total Overnight Person-Trips Married/ with partner 6 66 Single/Never Married 1 Separated/Divorced/Widowed 1 1 0 10 0 0 0 50 60 70 Duluth US Norm 59
Children in Household Base: Total Overnight Person-Trips No Children Under 18 5 56 Any child between 1-17 0 Any child between 6-1 Any child under 6 18 0 0 0 0 60 Duluth US Norm 60
Education Base: Total Overnight Person-Trips Post-graduate 18 College graduate 0 7 Some college 5 High school or less 10 1 Other 1 1 0 10 0 0 0 50 Duluth US Norm 61
Employment Base: Total Overnight Person-Trips Full-time/Self-employed 50 51 Part-time 10 1 Not employed/retired/student/other 7 9 0 0 0 60 Duluth US Norm 6
Race Base: Total Overnight Person-Trips White 8 88 African-American 8 Other 9 10 0 0 0 60 80 100 Duluth US Norm 6
Hispanic Background Base: Total Overnight Person-Trips No 91 96 Yes 9 0 0 0 60 80 100 Duluth US Norm 6
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending by Sector Total Spending = $98 Million Restaurant Food & Beverage % $10 Million Retail 0% $119 Million Recreation 1% Transportation 1% $8 Million $9 Million 67
Dollars Average Per Person Expenditures on Day Trip By Sector 0 0 10 $7 $ $9 $9 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment 68
Dollars Average Per Person Expenditures on Day Trip by Trip Purpose 80 60 0 $66 0 0 Leisure $0 Business* *Low Business Base 69
Dollars Average Per Party Expenditures on Day Trip By Sector 80 60 0 $7 $6 0 $ $ 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment 70
Dollars Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips 00 150 100 $180 50 0 Leisure $0 Business* *Low Business Base 71
Day Trip Characteristics
Main Purpose of Trip Base: Total Day Person-Trips Marketable Trips 69% Visiting friends/relatives Touring Shopping City trip Special event Outdoors Ski/Snowboarding Casino 6 7 9 15 Other business trip Conference/convention <1 Business-leisure 0 10 0 0 7
Main Purpose of Day Leisure Trip Duluth vs. National Norm Base: Total Day Person-Trips Visiting friends/relatives Touring Shopping City trip Special event Outdoors Ski/Snowboarding Casino <1 8 9 8 7 8 6 7 11 15 7 0 10 0 0 0 Duluth US Norm 7
Main Purpose of Day Business Trip Duluth vs. National Norm Base: Total Day Person-Trips Other business trip 6 Conference/Convention <1 0 6 Duluth US Norm 75
State Origin Of Trip Base: Total Day Person-Trips Minnesota 70 Wisconsin 1 Michigan 5 Virginia Illinois Massachusetts 0 0 0 60 80 76
DMA Origin Of Trip Base: Total Day Person-Trips Minneapolis-St. Paul, MN 57 Duluth-Superior, MN/WI 5 Marquette, MI 0 0 0 60 77
Season of Trip Base: Total Day Person-Trips January-March 19 April-June July-September 0 October-December 9 0 10 0 0 0 78
Size of Travel Party Base: Total Day Person-Trips Duluth.1 0.7 Total =.8 US Norm.1 0.7 Total =.8 0 1 Average No. of People Adults Children 79
Activities and Experiences Base: Total Day Person-Trips Shopping Landmark/Historic Site Hiking/Backpacking Fine Dining Beach National/State Park Museum Zoo Brewery Swimming Fair/Exhibition/Festival Boating/Sailing Fishing Bar/Disco 9 6 8 7 8 9 5 8 8 7 7 7 5 5 9 1 0 1 19 1 10 0 10 0 0 0 50 Duluth US Norm 80
Activities and Experiences (Cont d) Base: Total Day Person-Trips Business Meeting Winery Skiing Biking Symphony Theme Park Art Gallery Camping Theater Casino Conference/Convention Dance Opera Hunting 5 1 1 6 7 1 1 0 10 0 0 0 50 Duluth US Norm 81
Activities of Special Interest Base: Total Day Person-Trips Historic places Cultural activities/attractions Family Reunion Exceptional culinary experiences Traveling with grandchildren Eco-Tourism Brewery tours/beer tasting Winery tours/wine tasting Religious Travel Wedding Medical Tourism 6 17 0 1 11 16 5 8 5 0 10 0 0 0 Duluth US Norm 8
Social Media Use by Travelers Base: Total Day Person-Trips Used any social media for travel 67 71 Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Got travel advice "Followed" a destination/attraction 1 1 11 1 9 7 19 1 1 0 0 0 60 80 Duluth US Norm 8
Social Media Use by Travelers (Cont d) Base: Total Day Person-Trips Used any social media for travel 67 71 Contributed travel reviews Tweeted about a trip Connected with others interested in travel Gave travel advice Subscribed to a travel e-newsletter Blogged about a trip 9 9 8 9 9 8 8 5 6 1 1 0 0 0 60 80 Duluth US Norm 8
Organization Membership Base: Total Day Person-Trips AAA 8 7 AARP 19 5 National Motor Club 6 Better World Club 0 10 0 0 0 Duluth U.S. Norm 85
Demographic Profile of Day Visitors to Duluth
Gender Base: Total Day Person-Trips Male 9 6 Female 5 71 0 0 0 60 80 Duluth U.S. Norm 87
Age Base: Total Day Person-Trips Duluth Average = U.S. Average = 18-11 1 5-0 5-6 9 65 or older 1 16 0 10 0 0 0 50 Duluth U.S. Norm 88
Household Size Base: Total Day Person-Trips Duluth Average =.6 U.S. Average =.8 1 member 19 19 members 7 members 19 1 members 1 16 5+ members 9 1 0 10 0 0 0 Duluth U.S. Norm 89
Household Income Base: Total Day Person-Trips $150K+ $100-$19.9K 9 1 $75K-$99.9K 1 18 $50K-$7.9K Under $9.9K 8 8 0 10 0 0 0 50 Duluth U.S. Norm 90
Marital Status Base: Total Day Person-Trips Married/ with partner 61 66 Single/Never Married 1 Separated/Divorced/Widowed 1 15 0 10 0 0 0 50 60 70 Duluth U.S. Norm 91
Children in Household Base: Total Day Person-Trips No Children Under 18 5 5 Any child between 1-17 17 1 Any child between 6-1 19 Any child under 6 1 0 0 10 0 0 0 50 60 70 Duluth U.S. Norm 9
Education Base: Total Day Person-Trips Post-graduate 1 19 College graduate 8 8 Some college 5 High school or less 16 17 Other <1 1 0 10 0 0 0 50 Duluth U.S. Norm 9
Employment Base: Total Day Person-Trips Full-time/Self-employed 9 56 Part-time 10 10 Not employed/retired/student/other 1 0 0 0 60 Duluth U.S. Norm 9
Race Base: Total Day Person-Trips White 8 86 African-American 5 8 Other 9 10 0 0 0 60 80 100 Duluth U.S. Norm 95
Hispanic Background Base: Total Day Person-Trips No 91 97 Yes 9 0 0 0 60 80 100 Duluth U.S. Norm 96
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. 98
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. 99