2010 MICHIGAN VISITOR PROFILE

2010

MICHIGAN VISITOR PROFILE

Editorial

Travel Year 2010 in Review

Key Recommendations

Charts & Graphs

Year-End 2010 Visitor Profile.

An Inside Look at the Leisure Travel Market in Michigan

James Garulski

Research Manager

August 17, 2011

D. K. Shifflet & Associates, Ltd.

1750 Old Meadow Rd, Suite 620

McLean, Virginia 22102

Tel.: +1.703.536.8500

www.dksa.com

2

3 This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.

Copyright © 2011 D. K. Shifflet & Associates, Ltd. All rights reserved.

This Visitor Profile Report will focus on the U.S. Leisure travel segment

visiting Michigan. This Michigan visitor study provides intelligence on U.S.

and Michigan travel trends from 2010, including information for the five

designated travel regions (Southeast, Northwest, Southwest, Northeast, and

Upper Peninsula.) Volume and profile data are from D. K. Shifflet and

Associate’s PERFORMANCE/Monitor SM Travel Intelligence System SM —

the largest travel-tracking system in the U.S. The 2010 Michigan Leisure

visitor profile is based on a sample of 2,432 households. Appendix A

contains details on study methodology and definitions of terms such as

Person-Stays and Person-Days.

This profile was prepared for the Michigan Economic

Development Corporation. The current reporting time

frame is the 2010 travel year.

All tolled, Michigan host 96.5 million total visitors in 2010. The state’s share of leisure visitation

has run at about 80% for the past three years.

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Table of Contents

Executive Summary

Visitor Volume and Spending

Traveler Origin

Demographics 9

12

Purpose of Trip

Party Composition

14

15

Volume

Activities

16

13

Direct Spending

Market Share

Demographics

Trip Origin

Transportation

Trip Timing

Trip Characteristics

Activity Participation

Accommodation

Appendix

17

18

22

24

27

38

44

47

54

67

74

77

7

5

Visitor Rating

Charts & Graphs

Highlights of the study include:

Travel definition: An overnight trip or any day-trip greater than 50 miles one-way from home.

Sampling Frame: All U.S. domestic Leisure travelers during 2010 in Michigan.

Timeframe: Calendar Year 2010

After several successive years in a challenging travel market,

Michigan makes strong gains in 2010, enticing more visitors to

come to the state and realizing solid increases in travel spending.

While the economic climate has negatively impacted leisure travel

and discretionary spending for most destinations, this appears to

be turning around in the 2010 travel year for Michigan and for the

U.S. as a whole. After three years of weak or declining in travel

volume, the average destination is posting growth for Leisure

travel .

The Travel Party size for the typical U.S. leisure destinations 2.34

people, down from the previous year. In Michigan, the typical

Leisure Travel Party is 2.22 people, down from 2.45 last year. The

average daily spending per person in Michigan is $81, compared to

the the US average of $105.

Looking closer at Michigan's travel regions, only the Southwest,

Northwest, and Southeast regions show a net gain in Leisure

Person-Days for this reporting year. (The Northeast region was flat

for 2010, and Upper Peninsula does drop, but was the only region

to post increases in Leisure Person-Days in 2007 and 2008. )

Michigan posts large gains in visitor volume and spending in 2010

Out-of-state visitors make a substantial impact on the state’s Leisure market

Fewer visitors are traveling in Michigan with their children

The state sees a marked increase in older travelers: Boomers return in force

Michigan is a strong draw for camping and for RVs

Michigan captures a smaller share of the available U.S. Leisure visitation this year

The Overnight Leisure segment represents for $9.8 Billion in trip spending , more than it ever has before

Dining, entertaining are up, sightseeing and waterfront activities fall off

About $2 of ever $100 spent on domestic Leisure travel is spent in Michigan in 2010

Visitor ratings for Michigan are soaring high this year

Executive Summary

STUDY SPECIFICATIONS

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Respondent weight: links to the population and not to any modeling of the data, rebalancing data by the demographic characteristics of age, gender, income, education, number of adults, and state of residence.

There are two specific components important to understanding the changes in Michigan’s Leisure visitor for 2010: the out-of-state visitors and the changes in the share and Boomer-aged travelers.

The proportion of Leisure Person-Days originating from non-residents changed from 39% in 2009 to 46% in this reporting year. The out-of-state travelers effectively account for all of the increases the state of Michigan sees in Direct-Spending volume for the year. Additionally, these travelers have a higher reported household income than in-state travelers.

Michigan is attracting older, empty nest travelers today. Substantially fewer people who are traveling report having Children at Home. (Among these, the travelers that do have children tend to have kids tend to have kids aged 10 or older this year, and a smaller share report households with children under age 10). There are fewer travel Parties that include children this year. Boomers surpass GenX, reclaiming the larger share of Leisure days .

A smaller share of the Michigan Leisure Person-Days originated within the state this year and the Direct-Spending percentage increase

Like many Midwest destination, Michigan remains a strong drive-to state with about 80% of Leisure Person-Days attributed to Auto Travel. The average one-way distance traveled by car is 289 miles in 2010. Air Travel now brings 12% of Michigan's Leisure Person-Days, a five-year high. The average one-way distance flown is 1,163 miles this year.

About half of the Michigan Leisure Person-Days are housed in Paid Accommodations, up from 45% in 2009. Only one-third of the travelers in Paid Accommodations, however, are allocated to Paid Hotels compared to the U.S. average of 47% in Paid Hotels. Michigan Leisure has a large portion of nights in “Other Paid” with RV campgrounds being the particularly popular alternative.

Couples currently account for the largest Person-Day share by party composition. Visiting Friends or Relatives accounts for 40% of the state’s Person-Days and about one-third of Leisure days in Michigan are generated by a vacation. (Getaway Weekend or General Vacation)

Executive Summary

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Share of 2010 Leisure Person-Days by month

Michigan hosts 187 million Leisure Person-Days in 2010, a 4%

increase from 2009, and the first positive year-over-year change in

this visitor metric since 2006. Michigan also realizes great gains in

Leisure visitor spending this year. Leisure travel in the state

represented $12.6 billion dollars in Direct-Spending from Leisure

visits. This is a 13% increase from 2009 spending. (By comparison,

the U.S. only shows a negligible decrease in Leisure Person-Days

and a 4.5% increase in leisure Direct-Spending for the same

period.)

About 78% of Michigan’s Leisure Person-Days come from

Overnight Leisure (or ONL) in this reporting year., and this figure is

fairly consistent over time.

Once critical factor in understanding the changes in this year’s

visitor volume is the impact of the travelers visiting Michigan who

reside outside of the state. 2010 brings a 24% increase in the out-

of-state Leisure Person-Days, and a 30% increase in out-of-state

Leisure Trip-Dollar spending. These non-residents are making the

difference, supplanting Michiganders, who represent a decrease in

Leisure Person-Days and spending for the year.

PERSON-DAYS (millions)

Leisure Travel

PERCENTAGE CHANGE OF PERSON-DAYS AND SPENDING

Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination

GLOSSARY

Visitor Volume and Spending

Leisure Visitor Days Spent In Michigan

Michigan Leisure is up in

every volume metric: visitors,

parties, days spent at the

destination, and direct

spending

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Person-Days : (Number of Visitor-Days) The total number of days that all visitors contributed to your destination

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Capturing the U.S. Leisure travel

Michigan loses it’s share of the key U.S. Leisure travel dimensions

in 2010. Michigan is losing share of domestic Trip-Dollars spent on

Leisure travel, at -16% year-to year, as well as a 15% decrease in

its share of Leisure Person-Days. Michigan is also capturing a

smaller share of the available visitation, which is 20% less in

2010 than the state garnered in 2009.

MARKET SHARE OF DOMESTIC ONL LEISURE ‘09 TO ‘10

Michigan’s share of U.S. Leisure Travel

MARKET SHARE OF DOMESTIC LEISURE ‘09 TO ‘10

Market Share

Michigan’s share of U.S ONL Travel

Michigan falls form the 8th

to the 11th place in

rank order of states

by Leisure Person-

Days

Who are Michigan’s Leisure visitors?

The median income Michigan visitors is up in 2010, with a slightly

smaller share of visitors days coming from travelers from

households reporting Less than $50,000 annual income this year.

About 72% are married and 39% are college graduates. About

28% of the state’s Leisure Person-Days come from visitors who

are not employed, which is a five-year high. For comparison, the

U.S. average is 22%. About 1 in 10 Leisure Person-Days come from

retired travelers, which is up from 2009 levels and more in line

with the share of visitors days from retirees in previous years.

Only 38% of the state’s Person-Days come from households with

children in the home, which is a five-year low. Last year, half of the

Person-Days in Michigan were from households that included

children, so this is a substantial change in the household

characteristics of the state’s travelers. This trend of having fewer

Person-Days from homes with children is occurring at the U.S. level

for the average Leisure destination, but the effect is more

pronounced in Michigan.

LEISURE PERSON-DAYS

U.S. Michigan [UP] [NE] [NW] [SE] [SW]

Average Age (yrs.)

45 45 47 43 46 45 46

Employed 65% 63% 64% 58% 67% 61% 66%

Retired 10% 9% 10% 7% 9% 9% 10%

Median Income (000)

$75.0 $67.4 $70.6 $57.8 $68.9 $69.3 $78.9

Children in HH 37% 38% 48% 41% 37% 34% 38%

Demographics

How do Michigan’s visitors break down demographically?

Out-of-state visitors

provide 50% of the

Person-Days from

households earning

$75,000 or more

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GLOSSARY

DKSA combines the three variables most likely to differentiate

travelers into seven Lifestages.. These account for age, household

income and the presence of children in the home.. These segments

are generally used for promotion development and targeting. The

Young Family Lifestage carries most of the decrease of travelers

with kids at home; the Affluent Family provides the same share of

Person-Days as in 2009. This suggests that Young Families may be

priced out of traveling. The Affluent Family and Affluent Mature

Lifestages jointly provide about one-fifth of the state’s Leisure

Travel Parties, but contribute 28% Trip-Dollar spending. Affluent

Matures represent the highest average party-per-trip spending at

$573, and Moderate Families represent the lowest at $263.

2010 LEISURE

DKSA Lifestage Definitions

Lifestage Age of HoH HH

Income Children

<18 in HH

Young & Free 18-34 Any No

Young Family 18-34 Any Yes

Mature & Free 35-54 Any No

Moderate Family 35-54 Under $75K Yes

Affluent Family 35-54 $75K+ Yes

Moderate Mature 55+ Under $60K No

Affluent Mature 55+ $60K+ No

Trip-Dollars: A comparison of Trip-Dollars (Direct Spending) to Stays allows for the analysis of the financial contribution a certain segment of travelers makes to a destination

Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.

GLOSSARY

Demographics: Lifestage

Michigan “Family” Lifestages

Michigan increases its

share of its most

profitable visitor

by Lifestage:

Affluent Mature

days up 40%

Michigan “No Children in Home” Lifestages

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2010 LEISURE

11

Boomers currently bring the most Leisure Person-Days to Michigan

as the state loses share of GenX Leisure days in 2010. GenXers

previously accounted for 46% of the Person-Days, but only

measure 34% in 2010, a five-year low. At the national level,

Boomers and GenX are finished scrapping as GenX holds share

over Boomers for five years running. Millenials are organically

aging into the Leisure travel market in Michigan as elsewhere, in

line if slightly behind the U.S. average. Millenials still represent

the lowest average party-per-trip spending at $278. By spend, only

the Boomers and Silent/GI parties spend above the average.

LEISURE PERSON-DAYS

Demographics: Generations

Generations

Boomers displace GenX for

the first time in five years

as the largest generational

share of leisure days

Generations: Millennial – 1981-1996; GenX – 1965-1980; Boomer 1946-1964; Silent/GI – before 1945

GLOSSARY

Generation Birth Years

Millennial After 1981

Gen X 1965-1980

Boomer 1946-1964

Silent 1930-1945

G.I. 1929 and earlier

Where do Michigan's visitors come from?

More than half of Michigan’s Leisure Person-Days come from within the

state itself, and out one-fifth of the Michigan’s visitor days are from

neighboring Midwestern states. Although Michigan remains a strong

“drive-to” destination with about 80% of the hosted Person-Days

reporting auto travel, air travel to Michigan is up for the year. About

12% of the state’s Leisure Person-Days are arriving by plane –

specifically 16% of the Overnight Leisure Person-Days are attributed to

flyers in 2010, a five-year high. The increased The average one-way

distance driven by Michigan Leisure visitors is 289 miles; the average

one-way distance flown is 1163 miles.

Michigan Origin States

LEISURE PERSON-DAYS

Michigan 54.0%

Illinois 6.6%

Indiana 5.3%

Florida 4.7%

Ohio 4.3%

California 3.1%

The distribution of the Leisure Person-Days by Michigan’s Travel Region

is very similar over time. Michigan’s Southeast Region typically

accounts for the largest share of leisure visitors days. the highest share

(20%) of visitor days from travelers arriving by air, and approximately

30% of the Person-Days in the Southeast region were generated from

households originating within a 100-mile radius. The Upper Peninsula

region hosts the smallest share of Leisure Person-Days and attracts a

large travel base from IL (13%) and WI (10%). The Northwest region

shows the highest share of auto travel (91%). Northeast and Southwest

visitors report a higher usage of RVs than the average U.S. destination.

The Southwest receives 16% of it’s Leisure Person-Days from IL, NE

78% from in the state of MI - 40% from Detroit.

Traveler Origin

Michigan Destination Regions

Chicago accounts for 6.3%

of Michigan's 2010 Person-

Days

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Where do Michigan’s visitors go?

Southeast 45%

Northwest 14%

Southwest 21%

Northeast 13%

Upper Peninsula 7%

SHARE OF 2010 LEISURE PERSON-DAYS

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Who makes up the average ONL Travel Party?

There is a substantial shift in Michigan Leisure party composition

in 2010. Michigan hosts far fewer parties traveling with their

children and now the largest share of Leisure party types are

Couples at 37%, which is in line with the U.S. average. One-adult

parties now make up the second-highest share of Leisure at 32%.

Where are the visitors Traveling with Children in the Party going?

These “family” parties previously accounted for about one-third of

the state’s Leisure Person-Days. Couples and Parties with Children

Present each represent a little over one-third of Trip-Dollars spent

on Leisure travel in Michigan.

This shift in party composition brings broader implications for

other visitor metrics for Michigan, including spending, party size,

and activity participation. The average party size for the state is

down about 9% comparing this travel year to the last. One-adult

Travel Parties are not profitable visitors, representing about half

of the average Party-per-Trip Spending, Solos also strongly

participate in VFR (65%). Over the past three travel years, about

20% of the Parties Traveling with Children report participation in

waterfront activities. If there are fewer families traveling, this will

take a toll on an important Leisure activity for Michigan.

LEISURE TRIP-DAYS

Average Party Size

LEISURE TRAVEL

Party Composition

Travel Party Composition

Fewer children included in

travel parties in 2010

reduces the party size

SACVB Competitive Set: Austin, Dallas/Ft Worth, Houston, San Diego, New Orleans, Orlando.

Visiting a Friend or Relative (VFR travel) accounts for 40% of

the Leisure Person-Days, and 40% of Leisure Travel Parties in

Michigan in 2010, the largest share by trip purpose by far. VFR

represents a fairly low average Party-per-Trip spending in the

state, $292 compared to the average U.S. VFR spend of $401. VFR

travel represents half of the Leisure days spent in the Southeast

region during 2010.

Michigan is realizing a five-year high for General Vacation

travel, which accounts for about one-fifth of the Leisure days for

the state. The Upper Peninsula and Northeast regions count 30%

of their Leisure Person-Days to General Vacation travel. This

trip purpose is Michigan’s highest spending, posting an average

party-per-trip spending of $833.

Michigan visitor spending closely resembles the U.S. spending

distribution for Leisure travel. The highest share is allocated to

Transportation, followed by Food. Michigan visitors spend a

smaller share of their travel wallet on costs associated with their

Room – which is unsurprising given that a smaller percentage of

visitors report stays in Paid Hotels compared to the national

average. Shopping receives a higher proportion of trip spend in

Michigan than most U.S. destinations, further born out by an

increase in Shopping under in this year’s reported Leisure

activities

Purpose of Travel

LEISURE PERSON-DAYS

Trip Expenditures combines per-person spending with Person-Days to calculate the money spent on each trip to your destination

.

Purpose of Trip

Visiting Friends is the

largest travel purpose for

most Midwestern

destinations

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Per-Person-Per-Day Spending

LEISURE PERSON-DAYS

Why do travelers visit Michigan?

What do Michigan’s visitors do?

Dining, Shopping, and Entertainment each make a rebound to 2006

levels, owing in part to the popular participation by the Leisure

Day Trip segment -- although each activity does increase amongst

he Overnight Leisure Travel Parties as well. Gambling as an

activity holds steady statewide. However, Travel Parties reporting

Beach/Waterfront activity fall off sharply to a five-year low.

As popular as Dining, Shopping, Entertainment are in Michigan, the

incidence for these activities occurs at a lower level than for the

typical U.S. destination. Camping is a reported activity for about

4% of Leisure stays in 2010.

Activities

Dining as an activity is up

60% for the year, back to

2006 levels

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Dining is especially strong in 2010, the top reported activity

among Leisure Travel Parties across the board for every region

and every travel segment in Michigan.

Michigan’s top five Leisure visitor activities are:

1. Dining

2. Shopping

3. Entertainment

4. Sightseeing

5. Gambling

U.S. Activity Participation = 100

The Activity Index: Comparing Activity Participation in Michigan to the U.S. Average

How do Visitors Rate their Experience?

Respondents are asked to rate their experience in two key

domains: satisfaction and value. Ratings are on a 10-point scale,

where 1 is low or ‘poor’ and 10 is ‘excellent’.

Michigan Leisure travelers report a marked increase in their

satisfaction this year. Michigan moves the satisfaction slide up 14

points over the previous year to a 5-year record. Regionally, the

Northwest garners the highest satisfaction scores at 86%;the

Upper Peninsula makes the greatest point-gain in the satisfaction

dimension, moving from 63% last year to 80%.

ONL PERSON-STAYS

Overall Value for the Money

ONL PERSON-STAYS

Visitors are no less pleased with Michigan in the value dimension,

providing a 16-point gain in the state’s value-for-the-money score,

for the year, which all the more notable owing to the challenging

economic circumstances many travelers face. The average U.S.

destination shows a 5-point gain in value scores for the year.

These data may be combined into a matrix which places each

destination in the location where satisfaction and value intersect.

Destinations fall into one of four quadrants. Destinations strive to

be in the most desirable quadrant of High Satisfaction and High

Value. These are the destinations that attract the most loyal

visitors because the visitors are likelier to return, likelier to spend

more, and likelier to recommend visiting the destination to others.

Visitor Ratings

Overall Satisfaction

Michigan draws outstanding

visitors ratings for

the year.

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17

Charts and Graphs

Michigan Year-End 2010 Visitor Profile

U.S. Travel Segments

Chart 1 Segment: 2010 Total Volume (%)

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VOLUME

U.S. Travel Volume Change by Division

Chart 2 Segment: 2009/2010 Leisure Person-Days (%)

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VOLUME

Michigan Person-Days Volume

Chart 3 in Millions

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VOLUME

194.2 203.8 193.5 186.6 180.2 187.2

Michigan Person-Days Volume

Chart 4 % change

Michigan U.S.

06/05 07/06 08/07 09/08 10/09 10/09

Total 4.9% -5.1% -3.5% -3.4% 3.9% 0.2%

Business -0.1% -3.8% -14.6% -9.1% 1.4% 2.0%

Leisure 6.4% -5.4% -0.4% -2.1% 4.4% -0.3%

Day 6.5% -5.9% -13.0% 1.5% 3.2% 1.2%

Night 4.5% -4.8% -0.6% -4.8% 4.1% 0.0%

Day Business 15.9% 0.9% -25.3% 3.2% 4.8% 2.9%

Day Leisure 4.1% -7.8% -9.2% 1.1% 2.8% 0.6%

Night Business -4.4% -5.3% -10.9% -12.6% 0.2% 1.7%

Night Leisure 7.2% -4.7% 2.2% -3.0% 4.9% -0.5%

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VOLUME

Michigan Direct Spending Volume

Chart 5 $ Millions

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DIRECT SPENDING

$17,593.7 $18,786.5 $18,109.8 $16.320.8 $15,115.9 $17,192.2

Michigan Direct Spending Volume

Chart 6 % change

Michigan U.S.

06/05 07/06 08/07 09/08 10/09 10/09

Total 6.8% -3.6% -9.9% -7.4% 13.7% 4.2%

Business 0.9% -2.4% -18.2% -9.5% 15.3% 3.5%

Leisure 9.4% -4.1% -6.4% -6.6% 13.2% 4.5%

Day 9.3% -6.1% -22.7% -5.5% 7.7% -1.7%

Night 6.0% -2.8% -5.7% -7.9% 15.4% 5.3%

Day Business 19.0% -1.2% -41.2% 3.4% 4.7% -2.5%

Day Leisure 6.5% -7.6% -16.4% -7.7% 8.5% -1.4%

Night Business -3.0% -2.7% -12.1% -11.8% 17.5% 4.5%

Night Leisure 10.6% -2.8% -2.8% -6.3% 14.6% 5.6%

23

DIRECT SPENDING

Michigan Travel Segments


24

MARKET SHARE


25

Share of U.S. Travel Segments: Michigan and Regions MARKET SHARE


26

Share of U.S. Travel Segments: Michigan and Regions MARKET SHARE

Age Distribution: U.S., Michigan and Regions

Chart 10 Segment: 2010 Leisure Person-Days (%) Michigan N = 2,135 household count

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DEMOGRAPHICS

Average

45

45

45

46

46

43

47

Michigan Avg. Party per Trip Spending by Age

Chart 11 Segment: 2008-2010 Leisure Stays ($) Michigan N = 4,170 household count

28

DEMOGRAPHICS

Average Party per Trip Spending

Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation

types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

GLOSSARY

Michigan Age Comparison

Chart 12 Segment: 2008-2010 Leisure (%) Michigan N = 6,868 household count

29

DEMOGRAPHICS

Distribution of Children in Household: U.S., Michigan and Regions


30

DEMOGRAPHICS

Household Income Distribution: U.S., Michigan and Regions


31

DEMOGRAPHICS

Average

$88,233

$80,868

$82,314

$84,545

$83,922

$68,755

$76,417

Lifestage Distribution: U.S., Michigan and Regions


32

DEMOGRAPHICS

Michigan Avg. Party per Trip Spending by Lifestage


33

DEMOGRAPHICS

Michigan Lifestage Comparison


34

DEMOGRAPHICS

Traveler Generation Distribution: U.S., Michigan and Regions


35

DEMOGRAPHICS

Michigan Avg. Party per Trip Spending by Generation


36

DEMOGRAPHICS

Michigan Traveler Generation Comparison


37

DEMOGRAPHICS

Origin Divisions for Travel to Michigan


38

TRIP ORIGIN

Top Origin States to Michigan


39

TRIP ORIGIN

Top Origin DMAs to Michigan


40

TRIP ORIGIN

U.S. Michigan Southeast Northwest Southwest Northeast Upper Peninsula

Detroit, MI 1.5% 22.8% 26.0% 22.6% 12.7% 32.5% 13.8%

Grand Rapids-Kalamazoo-Battle Creek, MI

0.6% 10.4% 4.2% 20.2% 17.1% 8.2% 8.4%

Flint-Saginaw-Bay City, MI 0.5% 9.7% 9.2% 6.4% 5.1% 27.9% 3.8%

Chicago, IL 3.3% 6.3% 2.5% 3.9% 16.3% 1.2% 12.8%

Traverse City-Cadillac, MI 0.2% 4.9% 3.9% 9.5% 4.3% 3.5% 7.5%

South Bend-Elkhart, IN 0.2% 3.7% 0.9% 11.7% 5.5% 1.1% 2.3%

Lansing, MI 0.2% 3.4% 3.6% 3.9% 4.0% 3.4% 1.5%

San Francisco-Oakland-San Jose, CA

2.6% 2.0% 4.0% 0.0% 1.7% 0.0% 0.0%

Tampa-St. Petersburg (Sarasota), FL

1.6% 1.5% 1.8% 0.1% 3.7% 0.0% 0.1%

Toledo, OH 0.4% 1.3% 2.2% 1.0% 0.5% 0.5% 1.2%

Top 10 Sum 11.1% 66.0% 58.3% 79.3% 70.9% 78.3% 51.4%

Michigan Avg. Party per Trip Spending by Origin DMA


41

TRIP ORIGIN

Michigan Avg. Party per Trip Spending by Origin DMA (cont.)


42

TRIP ORIGIN

Michigan Origin DMA Comparison


43

TRIP ORIGIN

Main Mode of Transportation: U.S., Michigan and Regions


44

TRANSPORTATION

Travel Distance by Auto: U.S., Michigan and Regions


45

TRANSPORTATION

Travel Distance by Air: U.S., Michigan and Regions

Chart 29 Segment: 2010 Leisure Person-Days (%) Michigan N = 189 household count

46

TRANSPORTATION

Michigan Month Trip Started


47

TRIP TIMING

Trip Timing by Quarter: U.S., Michigan and Regions


48

TRIP TIMING

Michigan Avg. Party per Trip Spending by Quarter


49

TRIP TIMING

Michigan Trip Timing Comparison by Quarter


50

TRIP TIMING

Trip Timing by Season: U.S., Michigan and Regions

Chart 34 Segment: 2008-2010 Leisure Person-Days (%) Michigan N = 2,135 household count

51

TRIP TIMING

Michigan Avg. Party per Trip Spending by Season


52

TRIP TIMING

Michigan Trip Timing Comparison by Season


53

TRIP TIMING

Purpose of Stay Distribution: U.S., Michigan and Regions


54

TRIP CHARACTERISTICS

Michigan Avg. Party per Trip Spending by Purpose of Stay


55


Michigan Purpose of Stay Comparison


56


Travel Party Composition: U.S., Michigan and Regions

Chart 40 Segment: 2010 Leisure Stays (%) Michigan N = 1,272 household count

57


Children Present

Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household.

MM/FF

Include either two females or two males from different households traveling together.

GLOSSARY

Average

2.30

2.22

1.96

2.69

2.21

2.57

2.19

Average Travel Party Size Overview: U.S., Michigan and Regions

Chart 41 Segment: 2009/2010 Leisure Stays Michigan N = 1,272 household count

58


Michigan Avg. Party per Trip Spending by Travel Party Composition


59


Michigan Travel Party Comparison


60


Stay Length Distribution: U.S., Michigan and Regions


61


Average

1.50

1.53

1.58

1.68

1.40

1.33

2.00

Average Stay Length Overview: U.S., Michigan and Regions

Chart 45 Segment: 2009/2010 Leisure Stays (incl. Day Trips) Michigan N = 2,130 household count

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Michigan Avg. Party per Trip Spending by Stay Length


63


Michigan Stay Length Comparison


64


Daily Spending Per Person by Category: U.S., Michigan and Regions


65


Average

$105

$81

$85

$85

$72

$67

$92

Daily Spending Per Person by Category: U.S., Michigan and Regions


66


Average

$75

$57

$53

$69

$54

$50

$71

Top Activities at the Destination


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ACTIVITY PARTICIPATION

Entertainment These activities are based on minimum spending levels : Entertainment (>$10), Dining (>$20), Shopping (>$20). All other activity incidence is based on activities selected from a list.

Dining Note that the sum of all activity participation exceeds 100% as a function of the survey, whereby up to four activities per stay may be selected.

Shopping

GLOSSARY


Dining 35% 31% 35% 26% 28% 26% 22%

Shopping 26% 24% 28% 29% 21% 10% 18%

Entertainment 24% 23% 27% 23% 17% 24% 17%

Sightseeing 12% 7% 6% 11% 8% 10% 7%

Gamble 6% 7% 3% 13% 5% 23% 15%

Beach, Waterfront 6% 5% 2% 12% 7% 5% 14%

Watch Sports 5% 5% 6% 1% 4% 6% 2%

Festival, Craft Fair 4% 4% 4% 3% 8% 2% 3%

Night Life 6% 4% 5% 1% 2% 4% 6%

Concert, Play, Dance 4% 4% 2% 6% 7% 1% 1%

Camping 2% 4% 2% 3% 4% 10% 5%

Hike, Bike 4% 3% 1% 5% 1% 6% 17%


National or State Parks 5% 3% 1% 7% 3% 4% 6%

Museum, Art Exhibit 5% 2% 2% 1% 5% 0% 2%

Nature, Eco-Travel 4% 2% 2% 2% 2% 3% 3%

Visit Historic Site 5% 2% 1% 3% 1% 7% 5%

Hunt, Fish 2% 2% 1% 3% 1% 4% 8%

Look at Real Estate 2% 1% 1% 4% 1% 1% 0%

Boat, Sail 1% 1% 1% 0% 2% 1% 0%

Shows (auto, boat, antique, etc.)

4% 1% 1% 0% 2% 0% 0%

Theme Park, Amusement Park

1% 1% 1% 1% 1% 1% 0%

Golf 1% 1% 0% 5% 0% 0% 1%

Snow Ski 1% 1% 0% 0% 0% 1% 2%

Group Tour 1% 0% 0% 0% 0% 1% 2%

Other Adventure Sports 0% 0% 0% 0% 0% 0% 0%

Top Activities at the Destination


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Michigan Activity Index

Chart 52 Segment: 2010 Leisure Stays Michigan N = 2,135 household count

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The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Michigan are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.

U.S. Activity Participation = 100

Michigan Avg. Party per Trip Spending by Activities

Chart 53 Segment: 2008-2010 Person-Days Stays ($) Michigan N = 4,170 household count

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Michigan Avg. Party per Trip Spending by Activities (cont.)


71


Michigan Activity Comparison


72


Michigan Activity Comparison (cont.)


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Accommodation Type: U.S., Michigan and Regions


74

ACCOMMODATION

Michigan Avg. Party per Trip Spending by Accommodation Type


75

ACCOMMODATION

Michigan Accommodation Type Comparison

Chart 59 Segment: 2008-2010 Leisure ($) Michigan N = 5,210 household count

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ACCOMMODATION

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Appendix

78

The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The

smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the

population. Percentage Findings in Report or Data Tables as follows:

Statistical References

Confidence Interval

The chart below compares two proportions from different samples for statistical significance.

Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the

Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting

Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the

resulting Z score is lower, there is no significant difference.

Significance Testing

Example:

If the air travel finding for the U.S.

is 22% and the household sample

size is 40,238, using the chart to

the right, we can say that at the

90% level of confidence the

proportion ranges between 21.7%

and 22.3%.

Example:

If the air travel finding for U.S. is

19% in pervious time period and

22% in current time period, using

the chart to the right, we can say

that the actual proportion change is

statistically significant since the

resulting Z score (-19.54) is larger

than the table Z score (-1.64).

Leisure Travel Sample Size

for 2010 At or near 2% or 98%

At or near 5% or 95%



At or near 50%

U.S. 55,779 0.1% 0.1% 0.2% 0.3% 0.3%

Michigan 2,432 0.3% 0.6% 0.9% 1.3% 1.7%

Southeast 1,048 0.5% 0.9% 1.3% 1.9% 2.5%

Northwest 346 0.9% 1.6% 2.3% 3.4% 4.4%

Southwest 589 0.7% 1.2% 1.8% 2.6% 3.4%

Northeast 358 0.9% 1.6% 2.3% 3.3% 4.3%

Upper Peninsula 214 1.1% 2.1% 3.0% 4.3% 5.6%

Data Input Sample 1 Sample 2 Resulting Z Score Z score Confidence Level

Proportion 19% 22% (+/-) 1.96 95%

Sample Size (n) 136,557 140,222 -19.54 (+/-) 1.64 90%

DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study

measuring the travel behavior of US residents. DKSA contacts 50,000

distinct U.S. households monthly and has done so since 1991. DKSA is able to

provide current behavior and long term trended analyses on a wide range

travel.

DKSA utilizes a mix mode data collection methodology of commercially

available mail panel and Internet panels. The sample is drawn as a national

probability sample and returns are balanced to ensure representation of the

U.S. population according to the most recent U.S. Census. Key factors used

for balancing are: Origin State, Age, Income, Education, Gender and return

rates.

All households are surveyed for the incidence of travel each month so

DKSA obtains a true measure of travel in the total population. Among those

who have traveled in the past three months, details of their trip(s) are

recorded for each month. This overlapping, repeating monthly approach

boosts the observed number of trips for each travel month and controls for

seasonality and telescoping biases. "Travel" is defined as a trip over 50

miles one-way from home or any travel night away from home. Respondents

report travel behavior for each trip and each stay; an approach that

enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel

to destinations at a city level, hotel stayed in, purpose of trip and activities,

expenditures, mode of transportation, trip party composition, length of stay,

travel agent and group tour usage, satisfaction and value ratings, and

demographics, including origin markets.

Several questions are asked as open-ends to insure that the responses

are not influenced by a pre listed set of response categories. Each

respondent identifies the actual destination visited with an open-end

response. This is particularly significant for obtaining accurate data for

smaller cities and counties and representing total travel. This increases time

and expense to accurately capture these responses but quality requires it.

Each returned survey is scanned and reviewed for accuracy. Extensive

coding lists are updated regularly to ensure that all data is recorded

accurately. DKSA also conducts bi-weekly meetings to review survey results

and examine methods to maintain and improve quality control.

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About DKSA

D.K. Shifflet & Associates Ltd. is the leading U.S. consumer travel

research firm. DKSA is located in McLean, VA and has, for the

last 27 years, provided the Industry’s most complete consumer

based travel data on U.S. residents and their travel worldwide.

Our clients include destination marketing organizations, theme

parks, credit cards, auto clubs, hotel chains and more.

Research Methodology

Documents

2010 MICHIGAN VISITOR PROFILE