ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Missouri March 2011

ACE Marketing Research

AAA Member Poll

2011 Spring BreakTravel and Entertainment

AAA Missouri

March 2011

AAA Member Poll – Spring Break 2011 - Page 2

Methodology

• An online survey was sent to AAA Missouri members who participate in our online research panel “AAA Insiders”

• The survey was conducted from February 14-22, 2011

• 348 AAA Missouri members completed the survey• Responses are weighted to represent the ages of members

• Differences between 2011 and 2010 results were tested for statistical significance at a 95% confidence level


80%

53%

26%

11%

78%

31%

13%

2%

17%

18%

31%

30%

41% B

33%

38% A

56%

26%

25% A

27% A

Dining out and nightlife

Movie theaters

Personal hobbies or sports (examples: golf,tennis, skiing, hiking)

Live shows (examples: performing arts, comedyshows, concerts)

Attractions (examples: theme parks, zoos,aquariums, water parks)

Museums

Live sports events

Family activities (examples: miniature golf, go-carts, laser tag)

Fairs

Auto races such as NASCAR *

2011 (A)

2010 (B)

“In which entertainment categories do you plan to spend money during the 2011 spring season?”

Base: 2011 ACMO members n=348

2010 ACMO members n=425

Q: “In which of the entertainment categories below do you plan to spend money during the 2011 spring season?” Multiple responses allowed.

• For the majority of AAA Missouri members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies

• Compared to the spring season of 2010, more members will pursue hobbies or sports this spring

Uppercase letters indicate statistically significant difference from other lettered category

* Not asked in 2010


30%

25%

24%

18%

16%

25%

42% B

21%

9%

4%

10%

36% A

31%

22% A

33% A

34% A

I’ll spend more time with family and friends

I’ll stay closer to home

I’ll choose less expensive entertainment options

I’ll spend more time at home

I’ll spend less on entertainment*

I’ll engage in fewer entertainment activities

I’ll spend more on entertainment*

I’ll not spend money on entertainment and will findother activities to do instead

None of the above. I don’t plan to change any of myentertainment plans

2011 (A)

2010 (B)

“How are you planning to change your entertainment activities during the 2011 spring season compared to last year?”

Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed.

• Significantly fewer ACMO members plan to take any steps to spend less

• 42% state they won’t make any changes to their spring season entertainment activities and 9% state they plan to spend more compared to last year


* Not asked in 2010Base: 2011 ACMO members n=348



Gas Prices Affect Budgets of ACMO Members

Base: ACMO members n=348

Not asked in 2010

42%58%

YesNo

AAA Missouri

“Have the recent high gasoline prices affected your budget?”

“At approximately what price per gallon of gas do you think you will start making major changes in how much you drive or how much gasoline you use?”

6%

19%

26%

23%

2%

8%

1% 1%

11%

3%

$2.50 $3.00 $3.50 $4.00 $4.50 $5.00 $6.00 $10.00 Don'tKnow

None ofthese

• More than two-thirds (68%) of ACMO members will start to make major changes to conserve gas when the price reaches $3-$4 per gallon

= 68%


“How have the higher gas prices affected your budget?”

Not asked in 2010

Q: “How have the higher gas prices affected how you budget your money?” Multiple responses allowed.

• The majority (78%) of ACMO members affected by the higher gas prices will cut back on unnecessary driving

• Half will cut back on dining at restaurants

5%

5%

23%

29%

32%

34%

37%

42%

50%

78%

I plan to buy a car this year that will bemore fuel-efficient than the one I drive now.

I ’m carpooling more often.

I use a member discount program.

I won’t take a leisure trip this spring(March/April).

I ’m putting less money into savings.

I will spend less money on my spring trip(s).

I ’ll search for discounts and specials forentertainment and travel.

I ’m spending less money on entertainment.

I ’m spending less money on eating out atrestaurants.

I ’m cutting back on unnecessary driving.

Base: ACMO members who said high gas prices have affected their budget n=199


33%

10%

57%

YesNo

Undecided

“During the 2011 spring season, do you plan to take at least one leisure trip?”

Q: “During the 2011 spring season, do you plan to take at least one leisure trip?”

“Leisure trip” for this survey is defined as “a non-business trip of more than 50 miles one way from home and requiring at least one overnight stay.”

201066%

201010%

201024%

• Significantly fewer ACMO members plan to take a leisure trip this spring (57%) compared to last year (66%)

▼

▼ indicates significant difference from previous yearBase: 2011 ACMO members n=348



“How many leisure trips are you likely to take in March and April?”

Base: ACMO members who are planning to travel during spring season 2011 n=209

Not asked in 2010

Q: “How many leisure trips are you likely to take in March and April?”

64%

27%

7%

0%2%

One Two Three Four Five or more

• Almost two-thirds (64%) of ACMO members traveling this spring will take just one trip


“About how much do you expect to spend on all your leisure travel during the 2011 spring season?”

Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209

2010 ACMO members who plan to take a leisure trip during spring season n=294

Q: “About how much do you expect to spend on all your leisure travel during the 2011 spring season, including lodging, transportation, meals and entertainment?”

35%

23%

17%

11%

6%

3%2%

1% 1% 1%

14%

10% 10%

4% 4%

2%1 % 1 %

31%

23 %

$500 orless

$501 to$1,000

$1,001 to$1,500

$1,501 to$2,000

$2,001 to$3,000

$3,001 to$4,000

$4,001 to$5,000

$5,001 to$7,000

$7,001 to$10,000

More than$10,000

2011

2010

• For their leisure travel in this year’s spring season, more ACMO members plan to spend in the lower ranges (below $2,000) compared to their plans in 2010


38%

32%

21%

15%

14%

12%

10%

40%

33%

13%

7%

48% B

32% B

53% A

10%

24%

16%

31% A

Visit family

Sightseeing

Visit friends

Visit an attraction (examples: theme park, zoo,aquarium]

Shop

Pursue a hobby or sport (art, cooking, golf,skiing)

Spa or just relaxation

Maintain a family tradition of traveling during thespring season

Go to a gambling destination (examples: LasVegas, Atlantic City)

2011 (A)

2010 (B)

“What do you plan on doing while traveling during the 2011 spring season?”

Q: “What do you plan on doing while traveling during the 2011 spring season?” Multiple responses allowed.




• More ACMO members plan to visit family and friends during spring season this year compared to last year, and fewer will be sightseeing or shopping


72%

32%

4%

2%

1%

1%

1%

8%

76%

25%

Another state in theU.S.

Traveling in my ownstate

Caribbean Islands

Europe

Canada

England, I reland,Scotland, or Wales

Mid-East

Other

2011

2010

“What travel destinations do you plan on for the 2011 spring season?”

Q: “What travel destinations do you plan on for the 2011 spring season?” Multiple responses allowed.

• About 7 in 10 ACMO members who are taking a leisure trip this spring season will travel to another state, and about 3 in 10 will travel in their own state

Note: Specific destinations outside the U.S. were not included in the 2010 poll

8% planned “international” travel in 2010




17%

5%

14%

18%

20%

18%

22%

17%

30%

27%

35%

33%

15%

5%

9%

10%

10%

14%

15%

16%

21%

34%

29% A

21% A

31% A

6%

18%

23%

31%

21%

23%

36%

None of the above

Take a bus or train

Reduce your budget for entertainment (e.g., movies,concert, theater)

Fly coach rather than business or first class

Redeem loyalty program points/miles for a free ordiscounted plane ticket

Share costs with other family/friends

Stay at a less expensive hotel

Redeem loyalty program points/miles for free ordiscounted hotel stay

Take a trip to a destination that is closer to home

Take a trip that is shorter in duration (e.g. fewer days)

Reduce your budget for shopping and souvenirs

Travel within the U.S. rather than internationally

Reduce your budget for meals/snacks

Stay with friends or family rather than stay at a hotel

Take a road trip instead of a trip requiring an airline flight

Use an affinity discount program such as AAA to getcheaper hotel rates

2011 (A)

2010 (B)

“How are you planning to save money on your 2011 spring travel?”

Q: “How are you planning to save money on your 2011 spring travel, if at all?” Multiple responses allowed.

• ACMO members this year confirm their use of affinity discount programs such as AAA to save money while traveling

• Significantly fewer ACMO members will reduce their budgets for shopping or entertainment while traveling on spring break this year compared to last year

Uppercase letters indicate statistically significant difference from other lettered categoryBase: 2011 ACMO members who plan to take a leisure trip during spring season n=209



“Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”

Not asked in 2010 Spring Break Poll

Q: “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”

54%

33%

13%

About the same

Fewer

More

October 2010 Holiday Poll

62%

23%

15%

• More ACMO members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010

Base: ACMO members n=348


“What will be your primary type of transportation to reach your destination?”


Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?”

63%

25%

5%

2%

2%

2%

1%

Your own vehicle

Airplane

Cruise ship

Rental vehicle

Recreational vehicle(RV)

Train

Bus



61%

28%

5%

3%

1%

0%

1%


“What type of ground transportation are you likely to use to or from the airport?”

Base: ACMO members who are traveling by plane during spring season n=51

Not asked in 2010

Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed.

32%

25%

21%

18%

11%

5%

4%

Rental car

Drive my car andpark

Drop off or pick up byfriend or family

Shuttle van orlimousine

Hotel-airport shuttle

Taxi

Other

Caution: Small base size


“How many days will your trip last?”


Q: “How many days will your [longest] trip last?”

32%

49%

16%

3%

3 days or less 4-7 days 8-14 days More than 14 days



3 days or less 22%

4-7 days 55%

8-14 days 19%

More than 14 days 4%


“What will your primary accommodations be while on this trip?”


Q: “What will be your primary accommodations while on this [longest] trip?”

46%

26%

8%

6%

5%

3%

2%

3%

Hotel or motel

Family member'shome

Friend's home

Cruise ship

Rented condo orhouse

Campground

Bed & Breakfast

Other



37%

42%

3%

7%

5%

1%

1%

4%


“How many people will be traveling with you?”

Q: “How many people will be traveling with you?”

16%

51%

12%

8%

13%

None - I'm travelingsolo

One Two Three Four or more


None 17%

One 50%

Two 13%

Three 10%

Four or more 9%



“With whom will you be traveling?”

Q: “With whom will you be traveling?” Multiple responses allowed.

79%

20%

16%

12%

7%

6%

3%

2%

0%

79%

22%

10%

13%

7%

4%

0%

17%

Your spouse orpartner

Friend(s)

Your minor child(ren)(under 18 years old)

Your adult child(ren)(18 years or older)

Other familymembers

Grandchild(ren)

Pet(s)*

Parent(s)

Grandparent(s)

2011 (A)

2010 (B)

Base: 2011 ACMO members who plan to take a leisure trip during spring season and are traveling with someone n=175

2010 ACMO members who plan to take a leisure trip during spring season and are traveling with someone n=256


“How long ago did you plan this trip?”


Q: “How long ago did you plan this [longest] trip?”

31%

21%

21%

17%

9%

I haven't planned it yet

Less than a month ago

1-2 months ago

3-6 months ago

More than 6 monthsago



37%

13%

13%

22%

15%


Demographics

AAA Missouri

Base 348

Gender

Male 60%

Female 40%

Age

18-35 10%

36-49 20%

50-64 37%

65+ 33%

Income

<$50,000 15%

$50,000-$74,999 21%

$75,000-$99,999 13%

$100,000-$149,999 16%

$150,000 or more 7%

Prefer not to answer 28%

Documents

ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Missouri March 2011