Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,

Jacksonville 2016 Visitor Research

Introduction…………….………………………………..…………..……………..… 3

Research Objectives…………………………………………..……………...…….. 4

Methodology………………………………………………………………...……….. 5

Key Findings………………………………………………………..………………… 6

Size & Structure of the U.S. Travel Market…………………………..…………… 10

Size & Structure of Jacksonville’s Domestic Travel Market………………..……….. 14

Overnight Trip Expenditures…………………………….………………………..…...… 20

Overnight Trip Characteristics……………………..…………………….………… 26

Demographic Profile of Overnight Visitors………..........................................… 59

Day Trip Expenditures……………………………………………...………..…...… 70

Day Trip Characteristics……………………………………………………..……… 76

Demographic Profile of Day Visitors………………........................................… 94

Appendix: Key Terms Defined…………………………………………………..…. 105

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 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 Jacksonville’s domestic tourism business in 2016.

3

The visitor research program is designed to provide:

Estimates of domestic overnight and day visitor volumes to Jacksonville.

A profile of Jacksonville’s performance within its overnight travel market.

Domestic visitor expenditures in Jacksonville.

Profiles of Jacksonville’s day travel market.

Relevant trends in each of these areas.

4

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 2016 travel year, this yielded : 308,946 trips for analysis nationally:

216,738 overnight trips

92,208 day trips

For the Jacksonville, the following sample was achieved in 2016: 2016: 1,264 overnight trips and 337 day trips (1,601 total)

For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.

5

Key Findings

In 2016, Jacksonville had 21.1 million person trips, increasing 3.4% from 2015. 47% were overnight trips and 53% were day trips.

The overnight trips generated $1.38 billion in spending, increasing 7.4% from 2015.

When asked about the main purpose of their overnight trip, 43% responded that they were visiting friends and relatives, while 46% 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 attending a special event and touring through the region.

The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia, and New York. Among DMAs, the top three overnight visitor sources were Orlando, New York City, and Jacksonville.

7

Two-thirds (66%) of visitors on an overnight trip to Jacksonville were very satisfied with the overall trip experience. The next highest-ranking categories for satisfaction were quality of the food (60%) and friendliness of people (59%).

Among those on overnight trips to Jacksonville, 73% have visited Jacksonville at least once before and 52% have visited in the past 12 months.

Similar to the national average, approximately half (48%) of the overnight trips were planned two months or less before the trip. Slightly below the national average, 10% did not plan anything in advance.

Advice from friends and relatives and hotels or resorts were the most common planning sources for a Jacksonville overnight trip. Hotels or resorts and online travel agencies were also the most common booking sources.

8

The average number of nights spent in Jacksonville on an overnight trip was 2.7 nights, up from 3.0 nights in 2015.

Two-thirds (67%) of overnight Jacksonville travelers arrived by personal car or truck.

The top five activities and experiences during an overnight trip to Jacksonville were shopping, going to the beach, fine dining, swimming, and theme park.

9

Size & Structure of the U.S. Travel Market

1,451 1,480 1,532 1,568 1,585

0

500

1,000

1,500

2,000

2012 2013 2014 2015 2016

Millio

ns of

Trips

1.1%

Base: Overnight Person-Trips

11

Visits to Friends/Relati

ves 43%

Marketable 45%

Business 9%

Business-Leisure

3%


12

13

1

-2

4

-2

-1

-5 0 5

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change


Size & Structure of Jacksonville’s

Domestic Travel Market

Total Person-Trips = 21.1 Million

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

10.0 Million

11.1 Million

15

+3.4% vs. 2015

9.7 10.0

0

5

10

15

20

25

2015 2016

Mill

ions

of T

rips


16

+3.1%

VFR 43%

Marketable 46%

Business 9%

Business-Leisure 2%

4.3 Million

4.6 Million

0.9 Million

0.2 Million

Total Overnight Person-Trips = 10.0 Million

17

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

5.5 Million

0.9 Million

0.3 Million

Total Day Person-Trips = 11.1 Million

4.4 Million

18

Overnight Trip Expenditures

Total Spending = $1.38 Billion

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

Recreation 12%

$470 Million

$162 Million

$190 Million

$219 Million

$343 Million

20

+7.4% vs. 2015

$47 $34

$21 $19 $16

0

20

40

60

80

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Dol

lars

Base: Overnight Person-Trips to Jacksonville

21

$130

0

100

200

Leisure Business**

Dol

lars


22

* Low base sizes

$130 $95

$58 $53 $45 0

50

100

150

200

250

Lodging Restaurant Food &Beverage



Entertainment

Dol

lars


23

$377

0

100

200

300

400

Leisure Business**

Dol

lars


24

* Low base sizes

Overnight Trip Characteristics

43

9

7

7

7

5

4

3

2

2

5

4

0 10 20 30 40 50

Visiting friends/relativesSpecial event

TouringTheme park

ResortOutdoors

City tripCruiseCasino

Conference/conventionOther business trip

Business-leisure

Percent

Marketable Trips 46%

26


43

9

7

7

7

5

4

3

2

43

8

9

4

5

6

6

2

4

0 10 20 30 40 50

Visiting friends/relatives Special event

Touring Theme park

Resort Outdoors

City tripCruise

Casino

Percent

Jacksonville U.S. Norm


27

43

9

7

7

7

5

4

3

2

47

9

5

7

5

3

5

3

0 10 20 30 40 50


TouringTheme park

ResortOutdoors

City tripCruiseCasino

Percent

2016 2015

> 1%

28


Presenter

Presentation Notes

10% Drop off for VFR from 2017-2014 * 2016 is 31.3%

2

5

4

7

0 2 4 6 8

Conference/Convention

Other business trip

Percent



29

30

2

5

2

5

0 2 4 6 8

Conference/convention

Other business trip

Percent

2017 2016


31

States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%


28

14

8

5

4

4

3

3

0 5 10 15 20 25 30 35

Florida

Georgia

New York

California

North Carolina

Texas

South Carolina

Virginia

Percent

32


8

7

6

6

6

5

4

3

2

2

0 5 10

Orlando-Daytona Beach-Melbrn, FLNew York, NY/NJ/PA/CT

Jacksonville, FL/GAAtlanta, GA

Miami-Ft. Lauderdale, FLTampa-St. Petersburg-Sarasota, FL

Washington, DCSavannah, GA/SC

Los AngelesTallahassee-Thomasville, FL/GA

Percent

33


25

26

25

24

0 10 20 30

January-March

April-June

July-September

October-December

Percent

34


66

60

59

58

52

52

44

75

80

55

60

62

52

49

0 20 40 60 80

Overall trip experience

Quality of food

Friendliness of people

Quality of accomodations

Sightseeing/ attractions

Value for the money

Music/ nightlife/ entertainment

Percent

2016 2015

35


78

63

67

64

0 20 40 60 80

Ever

Past Year

Percent

2016 2015

36


5

15

21

17

32

10

3

11

17

17

37

15

0 10 20 30 40

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

Percent



37

21

20

19

15

15

14

13

12

12

14

16

15

15

13

11

10

9

8

0 5 10 15 20 25

Advice from relatives or friendsHotel or resort

Online travel agenciesTravel company websites

Social MediaAirline/commercial carrier

Destination websitesAuto club/AAA

Travel agent/company

Percent



38

8

7

6

6

6

5

5

5

4

3

3

3

1

2

0 5 10 15 20

Travel guide/other books

Magazine articles/ad

Visitors' bureau/gov tourism office

Lodging sharing websites (AirBnB, VRBO, etc.)

800/888 number

Radio show/ad

TV program/ad

Percent



39

24

23

13

12

11

7

6

4

3

19

16

9

9

13

6

6

5

2

0 10 20 30

Hotel or resortOnline travel agenciesTravel agent/company

Travel company websitesAirline/commercial carrier

Destination websitesAuto club/AAA

800/888 numberVisitors' bureau/gov tourism office

Percent

Jacksonville US Norm


40

90

50

49

36

24

84

45

42

30

18

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent Jacksonville U.S. Norm


41

88

71

40

36

83

66

32

32

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent



42

14

22

27

16

16

5

22

27

27

11

10

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights


Average Jacksonville 4.8 nights

Average U.S. Norm 3.7 nights

43


42

26

18

7

7

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Jacksonville = 2.7

Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville

44

42

26

18

7

7

42

22

20

7

9

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2016 2015

Average 2016 = 2.7 nights 2015 = 3.0 nights

45

Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville

2.2

2.3

0.8

0.6

0 1 2 3 4

Jacksonville

U.S. Norm

Average Number of People

Adults Children

Total = 2.9


46

Total = 3.0

67

27

26

10

9

6

4

4

4

67

23

19

9

9

6

3

5

2

0 20 40 60 80

Own car/truck

Plane

Rental car

Online taxi service (Uber, Lyft, etc.)

Taxi cab

Bus

Camper, R.V

Train

Ship/Boat

Percent Jacksonville US Norm


47

29

24

23

22

8

7

6

6

5

5

4

4

23

27

30

17

4

5

3

3

4

3

2

3

0 10 20 30 40

Resort hotelHome of Friend/Relative

HotelMotel

Rented home/condo/apartmentBed & Breakfast

Time ShareOwn Home/Condo/Apt/2nd Home Campground/trailer park/RV park

Country Inn/Lodge Boat/Cruise Ship

Rented Cottage/Cabin

Percent



48

44

34

25

25

17

16

15

14

14

12

11

11

33

14

20

16

10

13

9

10

11

6

6

11

0 10 20 30 40 50

ShoppingBeach/waterfront

Fine diningSwimming

Theme parkMuseum

Landmark/historic siteBar/disco/nightclubNational/state park

ZooFishingCasino



49

11

10

9

8

8

7

7

7

7

7

6

6

7

6

5

4

5

4

5

4

4

5

5

8

0 10 20 30 40 50

TheaterSpa

DanceBiking

Art galleryBoating/sailing

Business MeetingConvention/Conference

GolfCamping

Fair/exhibition/festivalHiking/backpacking



50

6

5

5

5

4

4

4

4

3

3

3

3

3

3

5

4

3

2

2

1

3

2

1

1

1

2

2

1

0 10 20 30 40 50

BreweryWinery

Pro/College sportsTennis

Trade ShowMotorcycle Touring

Rock/pop concertMountain climbing

OperaSymphony

RaftingHuntingBirding

Glamping



51

28

22

16

9

9

8

8

8

7

6

6

21

18

11

5

6

6

5

5

3

3

3

0 10 20 30

Historic PlacesCultural Activities/Attractions

Exceptional Culinary ExperiencesEco-Tourism

Winery Tours/TastingBrewery Tours/Tasting

WeddingTraveling with Grandchildren

Medical TourismAgritourism

Religious Travel

Percent



52

81

37

31

28

27

18

17

17

72

33

28

25

22

14

13

14

0 20 40 60 80

Used any social media for travel

Posted travel photos/video onlineRead travel reviews

Looked at travel photos/video onlineAccessed travel news/events/deals/promotions

Connected with others interested in travelGot travel advice

Read a travel blog

Percent



53

81

14

14

13

12

8

6

72

12

10

11

10

6

5

0 20 40 60 80


Contributed travel reviews

Gave travel advice

"Followed" a destination/attraction

Tweeted about a trip

Subscribed to a travel e-newsletter

Blogged about a trip

Percent



54

81

37

31

28

27

18

17

17

67

38

29

24

21

16

13

15

0 20 40 60 80




Connected with others interested in travelGot travel advice

Read a travel blog

Percent

2016 2015

55


81

14

14

13

12

8

6

67

11

12

12

13

6

8

0 20 40 60 80



Gave travel advice


Tweeted about a trip



Percent

2016 2015

56


57

41

22

9

6

42

21

7

4

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of Overnight Visitors

59

55

45

51

49

0 20 40 60

Male

Female

Percent



60

12

23

22

20

12

11

13

23

20

17

13

14

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+


Average Jacksonville = 43.1

Average U.S. Norm = 43.8


61

65

22

13

63

24

13

0 20 40 60

Married/with partner

Single/never married

Divorced/widowed/separated



17

31

20

20

12

20

33

19

17

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



62

63

46

27

31

18

52

22

26

19

0 20 40 60

No children under 18

Any child between 13-17


Any child under 6

Percent



64

22

41

21

15

1

24

40

21

14

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



65

58

11

31

55

11

34

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent



66

5

15

17

23

40

6

16

17

22

39

0 10 20 30 40 50

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



83

10

7

84

8

7

0 20 40 60 80 100

White

African-American

Other

Percent



67

68

89

11

91

9

0 20 40 60 80 100

No

Yes

Percent



Day Trip Expenditures

70

Total Spending = $670 Million

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] [CATEGORY NAME]

[PERCENTAGE]

$218 Million

$139 Million $112 Million

$201 Million

+6.9% vs. 2015

Base: Day Person-Trips to Jacksonville

$20 $18

$12 $10

0

10

20

30

Restaurant Food &Beverage



Entertainment

Dol

lars

71

$60

0

20

40

60

80

Leisure Business*

Dol

lars


72

* Low base sizes

$52 $48

$33 $27

0

20

40

60

80

Restaurant Food &Beverage



Entertainment

Dol

lars


73

$170

0

50

100

150

200

Leisure Business*

Dol

lars


74

* Low base sizes

Day Trip Characteristics

40 12

10 8

6 5

4 1 1 1 1

1 7

3

0 10 20 30 40


ShoppingCity tripTouring

OutdoorsTheme park

ResortCruiseCasino

Golf trip

Conference/conventionOther business trip

Business-leisure

Percent

Marketable Trips 49%


76

40

12

10

8

6

5

4

1

1

1

1

37

8

8

8

12

7

3

2

1

4

1

0 10 20 30 40

Visiting friends/relatives Special event

Shopping City trip Touring

Outdoors Theme park

ResortCruise

CasinoGolf trip

Percent


Base: Day Person-Trips

77

78


40

12

10

8

6

5

4

1

1

1

1

42

8

10

7

9

7

5

1

0

1

1

0 10 20 30 40


ShoppingCity tripTouring

OutdoorsTheme park

ResortGolf Trip

CruiseCasino

Percent

2016 2015

1

7

2

5

0 2 4 6 8 10

Conference/Convention

Other business trip

Percent



79

80

States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%


70

16

2

2

2

1

1

1

1

1

1

1

0 20 40 60 80

FloridaGeorgia

CaliforniaNew York

North CarolinaTexas

AlabamaIllinois

OhioSouth Carolina

IndianaOregon

Percent

81


28

22

10

6

6

4

4

3

2

0 10 20 30

Jacksonville, FL/GAOrlando-Daytona Beach, FL

Tampa-St. Petersburg-Sarasota, FLSavannah, GA/SC

Gainesville, FLWest Palm Beach-Ft. Pierce, FL

Miami-Ft. Lauderdale, FLTallahassee-Thomasville, FL/GA

Atlanta, GA

Percent

82


26

24

25

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


83

2.3

2.1

0.8

0.6

0 1 2 3 4

Jacksonville

U.S. Norm

Average Number of People

Adults Children

Total = 2.7


84

Total = 3.1

38

22

15

11

10

8

8

8

7

7

5

5

5

28

8

5

6

12

7

4

8

8

6

4

4

4

0 10 20 30 40

ShoppingBeach/waterfront

ZooSwimming

Fine diningNational/state parkBar/disco/nightclub

MuseumLandmark/historic site

Theme parkTheaterFishing

Fair/exhibition/festival



85

4 4

4

4

3

3

3

3

2

2

2

2

2

2

2

3

3

4

2

7

2

3

3

2

2

3

3

2

2

3

0 10 20 30 40

CampingBrewery

Business MeetingRock/pop concert

CasinoBiking

SpaDance

GolfEducational Seminar

WineryArt gallery

Boating/sailingPro/college sports eventConvention/Conference



86

19

18

8

7

7

4

5

4

2

2

2

17

14

8

4

3

4

3

3

2

2

2

0 5 10 15 20

Historic PlacesCultural Activities/Attractions

Exceptional Culinary ExperiencesBrewery Tours/Beer Tasting

Traveling with GrandchildrenWinery Tours/Wine Tasting

Eco-TourismWedding

Religious TravelAgritourism

Medical Tourism

Percent



87

74

37

32

24

23

15

14

12

11

69

31

26

24

22

13

13

8

12

0 20 40 60 80




Connected with others interested in travelRead a travel blog

Tweeted about a tripGot travel advice


88


74

10

9

7

6

5

69

10

9

8

6

4

0 20 40 60 80


Followed a destination/attraction


Gave travel advice




89


90


74

37

32

24

23

15

14

12

11

73

34

32

23

23

12

15

12

10

0 20 40 60 80




Connected with others interested in travelRead a travel blog

Tweeted about a tripGot travel advice

Percent

2016 2015

91


74

10

9

7

6

5

73

8

9

9

5

7

0 20 40 60 80




Gave travel advice



Percent

2016 2015

92

43

22

3

1

38

19

6

3

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of Day

Visitors

94

46

54

48

52

0 20 40 60

Male

Female

Percent



12

19

19

19

13

18

12

21

19

19

14

14

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+


Average Jacksonville = 45.8

Average U.S. Norm = 44.7


95

96

66

17

17

62

24

14

0 20 40 60

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent



97

16

36

17

16

15

20

33

19

17

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



98

53

20

22

22

52

22

25

18

0 20 40 60

No children under 18



Any child under 6

Percent



99

18

39

24

18

1

20

39

23

17

1

0 10 20 30 40

Post-graduate

College graduate

Some college

High school or less

Other

Percent



100

50

7

43

51

11

38

0 20 40 60

Full-time/self-employed

Part-time

Not employed/retired/ other

Percent



101

2

10

14

25

49

4

13

14

22

46

0 20 40 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



102

87

7

6

85

6

8

0 20 40 60 80 100

White

African-American

Other

Percent



103

91

9

92

8

0 20 40 60 80 100

No

Yes

Percent



Appendix: 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.

105

Leisure Trips: Include 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:

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.

106

Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives

Total Trips = Leisure + Business + Business-Leisure

Documents

Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,