2015 visitor report - idaho commerce · key findings 7 in 2015, idaho had 33 million person trips,...

Idaho 2015 Visitor Report

Table of Contents

2

Introduction….....………………………………………………………………………………... 4

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

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

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

Size & Structure of Idaho’s Travel Market…………………………………………………. 14

Overnight Trip Detail…......……………………..……...……………...………………………. 20

Overnight Expenditures…………………………………..……………………………… 21

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

Demographic Profile of Overnight Visitors…………………………………………….. 57

Overnight Marketable Leisure Trip Detail………………………………………………….... 68

Overnight Marketable Leisure Trip Characteristics…………………..………………. 69

Demographic Profile of Overnight Marketable Visitors………….…...……………….. 94

Table of Contents

3

Day Trip Detail…......……………………..……............……………...………………………. 105

Day Trip Expenditures………………………..…………..……………………………… 106

Day Trip Characteristics……………..………………………………………….………. 111

Demographic Profile of Day Trip Visitors…………………………………..………….. 128

Appendix: Key Terms Defined…………………………………………...………..…………... 139

Introduction

4

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 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 Idaho’s domestic tourism

business in 2015 and does not include any international tourism

analysis, including Canada.

Methodology

5

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 2015 travel year, this yielded:

337,164 trips for analysis nationally:

237,555 overnight trips

99,609 day trips

For Idaho, the following sample was achieved in 2015:

2,157 trips:

1,449 overnight trips

708 day trips

For analysis, data were weighted on key demographics to correct for any

differences between the sample and U.S. population targets.

Key

Findings

Key Findings

7

In 2015, Idaho had 33 million person trips, an increase of 7.6% over

2013. 40% were overnight trips and 60% were day trips.

The overnight trips generated $1.7 billion in spending, an increase of

18.5% over 2013.

When asked about the main purpose of their overnight trip, 45%

responded that they were visiting friends and relatives, while 41% 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 outdoors, touring through the

region, and coming for a special event such as fair, festival or sports

event.

The average number of nights spent in Idaho on a marketable trip was

3 nights and the average travel party size was 4 persons.

Key Findings – (Cont’d)

8

Travelers on overnight marketable trips to Idaho were much more

likely to use a Camper/RV as a transportation mode than the

national average.

Travelers on overnight marketable trips to Idaho were most likely to

engage social media by posting photos online, reading travel

reviews, and viewing photos online.

The top five states of origin for overnight marketable trips were

Idaho, Washington, California, Utah and Oregon. The top five DMA

sources of overnight marketable trip were Boise, Salt Lake City,

Idaho Falls-Pocatello, Seattle-Tacoma and Spokane.

The top five activities engaged in by travelers on marketable

overnight trips to Idaho were Hiking/Backpacking, Shopping, visiting

a Landmark/Historic Site, visiting a National/State Park and

Camping.

Key Findings – (Cont’d)

9

72% of overnight marketable visitors to Idaho said they were “very

satisfied” with their overall trip experience. 65% said they were “very

satisfied” with the friendliness of people while only 34% said they

were “very satisfied” with the Music/Nightlife/Entertainment.

81% of marketable visitors had visited Idaho before, and 70% said

they had visited in the past year.

45% of overnight marketable trips were planned 2 months or less

before the trip, and 11% did not plan anything in advance.

“Advice from relatives and friends” was the most frequently cited

source of planning information at 25%, while “Hotel or Resort” was

the top ranked method of booking at 22%.

Size & Structure of the

U.S. Travel Market

Total Size of the U.S. Travel Market — 2011-2015

1,413 1,451 1,480 1,532 1,568

0

500

1,000

1,500

2,000

2011 2012 2013 2014 2015

Mill

ion

s o

f Tr

ips

11

Base: Total Overnight Person-Trips

2.4%

Structure of the U.S. Travel Market — 2015 Overnight Trips

12

Visiting Friends/Relatives

44%

Marketable 43%

Business 10%

Business-Leisure 3%


U.S. Market Trends for Overnight Trips — 2015 vs. 2014

2

3

1

4

2

-10 -5 0 5 10

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change


13

Size & Structure of

Idaho’s Travel Market

Total Size of the Idaho Travel Market in 2015

15

Total Person-Trips = 33 Million

Day Trips 60%

Overnight Trips 40%

13.1 Million

19.9 Million

+7.6% vs. 2013

Size of Idaho’s Overnight Travel Market — Adults vs. Children

16

Total Overnight Person-Trips = 13.1 Million

Adults 70%

Children 30%

3.9 Million

9.2 Million

Idaho’s Overnight Travel Market — by Trip Purpose

17

Leisure 86%

Business 9%

Business-Leisure

5%

Adult Overnight Person-Trips = 9.2 Million

Size of Idaho’s Day Travel Market — Adults vs. Children

18

Total Day Person-Trips = 19.9 Million

Adults 72%

Children 28%

5.6 Million

14.3 Million

Idaho’s Day Travel Market — by Trip Purpose

19

Leisure 89%

Business 8%

Business-Leisure

3%

Adult Day Person-Trips = 14.3 Million

Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

22

Total Spending = $1.7 Billion

Lodging 37%

Restaurant Food &

Beverage 24%

Retail 14%

Transportation 14%

Recreation 11%

$618 Million

$185 Million

$229 Million

$234 Million

$401 Million

+18.5% vs. 2013

Average Per Person Expenditures on Overnight Trips — By Sector

23

$47

$31

$18 $17 $14

0

10

20

30

40

50

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Do

llars

Average Per Person Expenditures on Overnight — by Trip Purpose

24

$118

0

50

100

150

Leisure Business*

Do

llars

* Low Business Base:

Average Per Party Expenditures on Overnight Trips — By Sector

25

$152

$99

$57 $56 $46

0

50

100

150

200

Lodging Restaurant Food &Beverage


Recreation/Sightseeing/

Entertainment

Do

llars

Overnight Trip Characteristics

27

Main Purpose of Trip

45

12

9

5

3

3

2

2

2

2

1

7

3

4

0 10 20 30 40 50

Visiting friends/relatives Outdoors

Touring Special event

City trip Casino Resort

Skiing/Snowboarding Theme park

Golf Trip Cruise

Other business tripConference/Convention

Business-leisure

Percent

Marketable

Trips

41%


Main Purpose of Leisure Trip — Idaho vs. National Norm

28

45

12

9

5

3

3

2

2

2

2

1

44

6

8

7

5

4

5

1

4

1

2

0 10 20 30 40 50

Visiting friends/relatives

Outdoors

Touring

Special event

City trip

Casino

Resort

Skiing/Snowboarding

Theme park

Golf Trip

Cruise

Percent

Idaho US Norm


Main Purpose of Leisure Trip — 2015 vs. 2013

29

45

12

9

5

3

3

2

2

2

2

1

42

12

10

6

2

5

3

2

5

1

1

0 10 20 30 40 50


Outdoors

Touring

Special event

City trip

Casino

Resort

Ski/Snowboarding

Theme park

Golf Trip

Cruise

Percent

2015 2013


Main Purpose of Business Trip — Idaho vs. National Norm

30

7

3

6

4

0 2 4 6 8 10

Other business trip

Conference/Convention

Percent

Idaho US Norm


Main Purpose of Business Trip — 2015 vs. 2013

31

7

3

6

2

0 2 4 6 8 10

Other business trip


Percent

2015 2013


State Origin Of Trip

32

28

13

12

8

7

3

3

2

2

2

28

10

14

7

9

2

3

4

1

2

0 10 20 30

Idaho

Utah

Washington

Oregon

California

Montana

Florida

Texas

Illinois

New York

Percent

2015 2013


DMA Origin Of Trip

33

14

14

8

7

6

6

3

2

2

2

2

0 5 10 15

Salt Lake City, ID/UT

Boise, ID

Idaho Falls - Pocatello, ID

Spokane, ID/WA

Portland, OR

Seattle-Tacoma, WA

Twin Falls, ID

Los Angeles, CA

New York, NY

Denver, CO

Missoula, MT

Percent

2015 2013


Season of Trip

34

19

26

34

21

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


35

Satisfaction with Trip % Very Satisfied

70

68

61

55

54

52

33

75

66

66

57

64

51

43

0 20 40 60 80 100

Overal trip experience

Friendliness of people

Quality of accommodations

Sightseeing and attractions

Quality of food

Value for money

Music/nightlife/entertainment

Percent

Idaho U.S. Norm


36

Past Visitation

86

76

87

75

0 20 40 60 80 100

Ever

Past Year

Percent

Idaho U.S. Norm


Length of Trip Planning

37

3

14

17

15

36

15

3

13

18

17

35

14

0 10 20 30 40 50

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

Idaho US Norm


Trip Planning Information Sources

38

21

15

14

12

10

9

9

8

8

15

15

16

9

9

12

9

5

7

0 10 20 30

Advice from relatives or friends

Online travel agencies

Hotel or resort

Destination websites

Social Media

Airline

Travel company websites

Travel guide/other books

Auto club/AAA

Percent

Idaho US Norm


Trip Planning Information Sources (Cont’d)

39

6

5

4

4

4

3

3

3

2

3

6

3

2

3

2

2

1

1

0 10 20 30

Visitors' bureau/govt tourism office

Travel Agent/Company

Lodging sharing websites

Magazine articles/ad

800/888 number

Newspaper articles/ad

TV program/ad

Radio show/ad

Travel/ski show or exhibition

Percent

Idaho US Norm


Method of Booking Trip

40

17

14

9

9

8

6

5

5

4

18

15

13

7

8

4

6

4

4

0 5 10 15 20

Hotel or resort


Airline/commercial carrier



800/888 number

Travel agent/company


Auto club/AAA

Percent

Idaho US Norm


Method of Booking Trip (Cont’d)

41

4

4

4

4

3

3

3

3

1

1

1

2

2

1

1

1

0 5 10 15 20

Visitors' bureau/gov tourism office

TV program/ad




Radio show/ad



Percent

Idaho US Norm


42

Devices Used for Trip Planning

43

42

30

18

17

45

41

27

17

16

0 10 20 30 40 50

Laptop

Home (desktop) computer

Smartphone

Tablet

None of these

Percent

Idaho U.S. Norm


43

Devices Used During Trip

66

36

29

20

65

33

28

22

0 20 40 60 80

Smartphone

Laptop

Tablet

None of these

Percent

Idaho U.S. Norm


Total Nights Away on Trip

44

17

23

28

10

14

8

21

26

26

12

11

4

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Idaho US Norm

Average

Idaho

= 5 Nights

Average

US Norm

= 4 Nights


Number of Nights Spent in Idaho

45

Average Nights Spent in Idaho = 3.3

23

29

30

8

10

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Base: Total Overnight Person-Trips with 1+ nights spent in Idaho


46

Average Nights Spent in Idaho

2013 = 4.2 2015 = 3.3

23

29

30

8

10

30

27

23

9

11

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2015 2013

Base: Total Overnight Person-Trips with 1+ nights spent in Idaho

Size of Travel Party

47

2.4

2.3

1.0

0.6

0 1 2 3 4

Idaho

US Norm

Average No. of People

Adults Children

Total = 3.4

Total = 2.9


Transportation

48

74

20

17

9

6

6

5

5

3

2

1

65

26

19

2

9

6

5

5

1

3

1

0 20 40 60 80 100

Own car/truck

Plane

Rental car

Camper, R.V

Traditional Taxi

Bus

Train

Online Taxi Svc

Motorcycle

Ship/Boat

Bicycle

Percent

Idaho US Norm


Accommodation

49

47

34

13

9

7

6

6

5

4

3

6

54

28

4

5

3

3

4

4

4

2

6

0 20 40 60

Hotel/Motel

Friends/relatives' dwelling (not paid for)

Campground/trailer park/RV park

Bed & Breakfast

Country Inn/Lodge

Rented cottage/cabin

Own home/condo/apt/second home

Time Share

Rented home/condo/apartment

Boat/cruise ship

Other

Percent

Idaho US Norm


Activities and Experiences

50

30

18

18

17

16

14

12

12

12

10

8

8

8

7

7

35

7

14

10

16

23

5

5

11

16

11

5

10

6

5

0 10 20 30 40

ShoppingHiking/Backpacking

Landmark/Historic SiteNational/State Park

SwimmingFine Dining

FishingCampingMuseum

BeachBar/Disco

BreweryCasino

Business MeetingArt Gallery

Percent

Idaho US Norm


Activities and Experiences (Cont’d)

51

6

6

6

6

5

5

5

5

5

5

5

5

4

4

4

7

5

5

8

5

3

4

2

4

5

5

1

4

2

2

0 10 20 30 40

TheaterZoo

Boating/SailingTheme Park

Fair/Exhibition/FestivalBiking

Conference/ConventionMountain Climbing

WinerySpa

DanceSkiing

GolfWatch/Particpate in Kids Sports Event

Watch Amateur/Youth Sports

Percent

Idaho US Norm



52

4

4

4

4

3

3

3

3

3

3

2

2

2

2

2

3

2

1

2

1

2

1

3

1

1

1

1

1

2

1

0 10 20 30 40

Rock/Pop ConcertBirding

HuntingParticipate in Adult Sports Event

RaftingTennisRodeo

Pro/College SportsSymphony

Motorcycle TouringParticipate in Amateur/Youth Sports

GlampingDude RanchTrade Show

Opera

Percent

Idaho US Norm


Activities of Special Interest

53

31

22

16

8

8

7

7

6

6

4

3

22

21

17

5

11

5

5

4

5

3

2

0 10 20 30 40

Family Reunion

Historic places

Cultural activities/attractions

Brewery Tours/Beer Tasting

Exceptional culinary experiences

Wedding

Traveling with grandchildren

Eco-Tourism

Winery tours/Wine tasting

Religious Travel

Medical Tourism

Percent

Idaho US Norm


Online Social Media Use by Travelers

54

70

38

30

26

20

14

13

13

68

34

28

22

21

13

11

13

0 20 40 60 80 100

Used any social media for travel

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

Connected with others interested in travel

Percent

Idaho US Norm


Online Social Media Use by Travelers (Cont’d)

55

70

10

10

8

7

6

4

68

11

9

9

9

5

6

0 20 40 60 80 100


Contributed travel reviews

Gave travel advice

"Followed" a destination/attraction

Tweeted about a trip

Blogged about a trip

Subscribed to a travel e-newsletter

Percent

Idaho US Norm


Organization Membership

56

32

17

5

5

43

22

4

2

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent

Idaho U.S. Norm


Demographic Profile of Overnight Visitors to Idaho

Gender

58

48

52

48

52

0 20 40 60 80

Male

Female

Percent

Idaho US Norm


Age

59

17

42

24

17

13

40

30

17

0 20 40 60

18-24

25-44

45-64

65 or older

Percent

Idaho US Norm

ID Average = 43 US Average = 45


Household Size

60

15

34

17

17

17

20

36

18

15

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Idaho US Norm


Household Income

61

4

12

14

22

48

6

15

16

22

41

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Under $49.9K

Percent

Idaho US Norm


Marital Status

62

68

20

12

62

24

14

0 20 40 60 80

Married/ with partner

Single/Never Married

Separated/Divorced/Widowed

Percent

Idaho US Norm


Children in Household

63

48

21

28

26

56

20

22

18

0 20 40 60 80

No Children Under 18

Any child between 13-17


Any child under 6

Percent

Idaho US Norm


Education

64

16

41

27

15

1

22

40

23

14

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Idaho US Norm


Employment

65

45

11

44

51

10

39

0 20 40 60 80

Full-time/Self-employed

Part-time

Not employed/Retired/Student/Other

Percent

Idaho US Norm


Race

66

88

3

9

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent

Idaho US Norm


Hispanic Background

67

92

8

91

9

0 20 40 60 80 100

No

Yes

Percent

Idaho US Norm


Overnight Marketable Leisure Trip Detail

Overnight Marketable Leisure Trip Characteristics

Main Purpose of Overnight Leisure Trip — Idaho vs. National Norm

70

29

21

13

7

6

6

6

5

4

2

13

19

17

13

10

12

2

9

2

5

0 10 20 30 40

Outdoors

Touring

Special event

City trip

Casino

Resort

Ski/Snowboarding

Theme park

Golf Trip

Cruise

Percent

Idaho US Norm

Base: Total Overnight Marketable Person-Trips


71

28

13

8

8

5

4

3

3

2

2

0 10 20 30

Idaho

Washington

California

Utah

Oregon

Montana

Florida

Texas

New York

Illinois

Percent


DMA Origin Of Trip

72

17

9

7

7

6

5

4

2

2

2

2

0 5 10 15 20

Boise, ID


Idaho Falls - Pocatello, ID

Seattle-Tacoma, WA

Spokane, ID/WA

Portland, OR

Los Angeles, CA

New York, NY

Missoula, MT

San Francisco-Oakland-San Jose, CA

Sacramento-Stockton-Modesto, CA

Percent


73

Satisfaction with Idaho Trip % Very Satisfied

72

65

61

56

53

50

34

77

65

65

65

63

52

46

0 20 40 60 80 100

Overall trip experience

Friendliness of people

Sightseeing and attractions

Quality of accommodations

Quality of food

Value for money

Music/nightlife/entertainment

Percent

Idaho U.S. Norm


74

Past Visitation to Idaho

81

70

0 20 40 60 80 100

Ever

Past Year

Percent


75

Length of Trip Planning

4

17

22

14

31

11

5

18

21

18

30

9

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

Idaho U.S. Norm


76

Trip Planning Information Sources

25

19

19

18

15

12

12

11

11

9

15

22

14

18

7

9

11

10

5

2

0 10 20 30


Hotel or resort




Auto club/AAA





Percent

Idaho U.S. Norm


77

Trip Planning Information Sources (Cont’d)

8

7

7

7

7

6

5

5

28

11

5

2

7

4

3

2

1

24

0 10 20 30

Social Media

800/888 number




TV program/ad

Radio show/ad


None of these

Percent

Idaho U.S. Norm


78

Method of Booking

22

16

12

11

11

11

10

7

7

25

18

6

8

10

6

6

2

2

0 10 20 30 40

Hotel or resort





800/888 number



TV program/ad

Percent

Idaho U.S. Norm


79

Method of Booking (Cont’d)

7

6

6

5

5

5

5

5

32

2

7

1

3

5

2

2

3

24

0 10 20 30 40





Auto club/AAA

Radio show/ad



None of these

Percent

Idaho U.S. Norm


80

Devices Used for Trip Planning

52

43

31

20

46

49

27

17

0 20 40 60

Desktop/Home computer

Laptop

Smartphone

Tablet

Percent

Idaho U.S. Norm


81

Devices Used During Trip

60

34

28

66

29

28

0 20 40 60 80

Smartphone

Laptop

Tablet

Percent

Idaho U.S. Norm


Total Nights Away on Trip

82

15

23

29

10

14

9

21

26

26

11

13

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Idaho US Norm

Average

Idaho

= 5.2 Nights

Average

US Norm

= 3.9 Nights



83

Average Nights Spent in Idaho = 3

23

33

31

7

6

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent



84

2.7

2.5

1.3

0.8

0 1 2 3 4

Idaho

US Norm


Adults Children

Total = 4

Total = 3.3


Transportation

85

73

20

19

17

11

9

9

7

5

4

3

65

23

19

4

5

7

10

6

1

5

1

0 20 40 60 80

Own car/truck

Plane

Rental car

Camper, R.V

Train

Bus

Traditional Taxi

Online Taxi

Motorcycle

Ship/Boat

Bicycle

Percent

Idaho US Norm


Accommodation

86

51

24

15

13

12

10

10

10

8

5

4

65

7

6

8

4

4

3

6

6

4

3

0 20 40 60 80

Hotel/Motel

Campground/trailer park/RV park

Bed & Breakfast

Friends/relatives' dwelling (not paid for)

Country Inn/Lodge

Rented cottage/cabin

Own home/condo/apt/second home

Time Share

Rented home/condo/apartment

Boat/cruise ship

Other

Percent

Idaho US Norm



87

28

27

24

22

21

19

19

18

17

15

12

11

11

10

10

10

37

19

15

8

23

7

14

25

22

16

7

12

5

12

0 10 20 30 40

Hiking/Backpacking

Shopping

Landmark/Historic Site

National/State Park

Camping

Swimming

Fishing

Museum

Fine Dining

Beach/Waterfront

Casino

Art Gallery

Bar/Disco

Brewery

Theme Park

Percent

Idaho US Norm



88

9

8

8

8

8

7

7

7

7

6

6

6

6

6

6

7

4

2

2

7

6

2

5

4

3

8

4

2

6

6

0 10 20 30 40

Boating/Sailing

Biking

Skiing

Mountain Climbing

Spa

Zoo

Birding

Winery

Golf

Participated in adults sports event

Theater

Rock/Pop Concert

Tennis

Dance

Fair/Exhibition/Festival

Percent

Idaho US Norm



89

6

6

6

5

5

5

5

5

5

4

4

4

4

3

3

3

2

2

2

1

1

2

2

1

4

1

1

1

2

1

0 10 20 30 40

Attended/participated in kids sports

Hunting

Rafting


Rodeo

Symphony

Participant in amateur/youth sports

Watch amateur/youth sports

Business Meeting

Pro/College Sports

Dude Ranch

Glamping

Motorcycle Touring

Trade Show

Opera

Percent

Idaho US Norm



90

29

22

16

13

11

11

10

8

7

5

4

29

24

10

6

14

5

6

4

6

3

2

0 20 40

Historic places


Family Reunion

Brewery Tours/Beer Tasting



Eco-Tourism

Wedding


Religious Travel

Medical Tourism

Percent Idaho US Norm


Online Social Media Use by Travelers

91

74

38

33

29

20

17

15

14

73

35

32

24

22

13

14

13

0 20 40 60 80



Read travel reviews


Accessed travel news/events/deals/promotions

Got travel advice

Read a travel blog

Contributed travel reviews



Online Social Media Use by Travelers (Cont’d)

92

74

13

13

11

7

6

6

73

10

14

11

5

9

6

0 20 40 60 80


Gave travel advice

Connected with others interested in travel








93

37

21

10

9

44

23

3

5

0 10 20 30 40 50

AAA

AARP

Better World Club

National Motor Club

Percent

Idaho U.S. Norm


Demographic Profile of Overnight Leisure Marketable

Visitors

Gender

95

51

49

49

51

0 20 40 60 80

Male

Female

Percent

Idaho U.S. Norm


Age

96

15

42

24

19

13

41

29

17

0 20 40 60

18-24

25-44

45-64

65 or older

Percent

Idaho U.S. Norm

ID Average = 44 US Average = 45


Marital Status

97

69

21

10

65

23

13

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/ separted

Percent

Idaho U.S. Norm


Household Size

98

14

38

14

17

17

18

36

19

16

11

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent

Idaho U.S. Norm



99

49

21

31

24

53

22

25

18

0 20 40 60 80

No children under 18



Any child under 6

Percent

Idaho U.S. Norm


Education

100

18

38

24

19

1

21

41

23

14

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Idaho U.S. Norm


Employment

101

42

14

44

54

10

42

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent

Idaho U.S. Norm


Household Income

102

4

13

16

17

50

6

16

17

23

38

0 20 40 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent

Idaho U.S. Norm


Race

103

81

6

13

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent

Idaho U.S. Norm


Hispanic Background

104

89

11

91

9

0 20 40 60 80 100

No

Yes

Percent

Idaho U.S. Norm


Day Trip Detail

Day Trip Expenditures

Total Day Trip Spending — by Sector

107

Total Spending = $1.1 Billion

Restaurant Food &

Beverage 30%

Retail 29%

Transportation 25%

Recreation 16%

$327 Million

$171 Million

$269 Million

$323 Million

+8.7% vs. 2013

Average Per Person Expenditures on Day Trips — By Sector

108

$16 $16

$13

$9

0

10

20

Restaurant Food &Beverage


Recreation/ Sightseeing/Entertainment

Do

llars

Average Per Person Expenditures on Day Trip — by Trip Purpose

109

$53

0

20

40

60

80

Leisure Business*

Do

llars

* Low Business Base

Average Per Party Expenditures on Day Trips — By Sector

110

$47 $47

$39

$25

0

20

40

60

Restaurant Food &Beverage


Recreation/ Sightseeing/Entertainment

Do

llars

Day Trip Characteristics

112

Main Purpose of Trip

29

19

13

10

6

5

3

3

1

1

1

1

6

1

2

0 10 20 30 40

Visiting friends/relativesOutdoors

TouringShopping

City tripSpecial event

Theme ParkCasino

Skiing/SnowboardingGolf

CruiseResort

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

61%

Base: Total Day Person-Trips

Main Purpose of Day Leisure Trip — Idaho vs. National Norm

113

29

19

13

10

6

5

3

3

1

1

1

1

37

7

11

8

8

8

3

4

<1

<1

1

2

0 10 20 30 40


Outdoors

Touring

Shopping

City trip

Special event

Theme park

Casino

Ski/Snowboarding

Golf Trip

Cruise

Resort

Percent

Idaho US Norm


Main Purpose of Day Leisure Trip to Idaho — 2015 vs. 2013

114

29

19

13

10

6

5

3

3

1

1

1

1

32

14

13

9

6

4

1

5

1

2

2

1

0 10 20 30 40


Outdoors

Touring

Shopping

City trip

Special event

Theme park

Casino

Ski/Snowboarding

Golf trip

Cruise

Resort

Percent

2015 2013


Main Purpose of Day Business Trip — Idaho vs. National Norm

115

6

1

6

2

0 2 4 6 8 10

Other business trip


Percent

Idaho US Norm


Main Purpose of Business Trip — 2015 vs. 2013

116

6

1

6

1

0 2 4 6 8 10

Other business trip


Percent

2015 2013



117

50

15

13

3

3

3

2

0 20 40 60

Idaho

Washington

Utah

Oregon

Montana

California

Wyoming

Percent


DMA Origin Of Trip

118

27

17

14

12

6

4

0 10 20 30

Boise, ID

Spokane, ID/WA


Idaho Falls-Pocatello, ID

Twin Falls, ID

Seattle-Tacoma, WA

Percent


Season of Trip

119

22

24

30

24

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent



120

2.2

2.1

0.9

0.7

0 1 2 3 4

Idaho

US Norm


Adults Children

Total = 3.1

Total = 2.8



121

25

13

12

12

12

9

8

5

5

5

4

4

4

4

29

6

4

7

7

9

12

8

4

4

8

2

7

1

0 10 20 30

Shopping

Hiking/Backpacking

Fishing

National/State Park

Swimming

Landmark/Historic Site

Fine Dining

Museum

Business Meeting

Fair/Exhibition/Festival

Beach

Boating/Sailing

Casino

Skiing

Percent

Idaho US Norm



122

4

4

3

3

3

3

3

2

2

2

2

2

2

2

2

5

3

2

6

2

1

2

2

4

1

3

4

1

1

1

0 10 20 30

ZooBrewery

BikingTheme Park

SpaMountain ClimbingRock/Pop Concert

GolfTheaterRaftingWinery

Bar/DiscoHuntingRodeoBirding

Percent

Idaho US Norm



123

2

2

2

1

1

1

1

1

1

1

1

1

1

1

2

1

1

0

3

2

2

1

1

1

1

0

1

1

0 10 20 30


Trade Show

Attended/Participated in kids' sports event

Glamping

Art Gallery

Pro/College Sports

Dance

Participated in a adult sports event

Tennis

Watched amateur/youth sports event

Participant in amateur/youth sports event

Dude Ranch

Motorcycle Touring

Symphony

Percent

Idaho US Norm



124

20

16

15

6

5

4

4

4

4

3

2

17

14

16

8

4

4

4

3

3

2

2

0 10 20 30

Historic places


Family Reunion


Eco-Tourism


Brewery tours/Beer tasting


Wedding

Religious Travel

Medical Tourism

Percent

Idaho US Norm


Social Media Use by Travelers

125

67

35

27

27

21

14

12

12

67

32

23

27

22

13

12

11

0 20 40 60 80




Read travel reviews online

Accessed travel deals/news/promotions

Read a travel blog

Connected to others interested in travel

Got travel advice via social networking

Percent

Idaho US Norm


Social Media Use by Travelers (Cont’d)

126

67

7

7

7

6

5

3

67

9

8

8

9

4

5

0 20 40 60 80



Gave travel advice via social networking


Contributed travel reviews online



Percent

Idaho US Norm



127

27

15

2

1

44

23

5

3

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent

Idaho U.S. Norm


Demographic Profile of

Day Visitors to Idaho

Gender

129

46

54

46

54

0 20 40 60 80

Male

Female

Percent

Idaho U.S. Norm


Age

130

17

43

30

10

13

40

33

14

0 20 40 60

18-24

25-44

45-64

65 or older

Percent

Idaho U.S. Norm

Average ID = 41 Average U.S. = 44


Household Size

131

16

33

19

14

18

19

34

19

16

12

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Idaho U.S. Norm


Household Income

132

2

7

12

22

57

4

12

14

22

48

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Under $49.9K

Percent

Idaho U.S. Norm


Marital Status

133

65

22

13

61

25

15

0 20 40 60 80

Married/ with partner

Single/Never Married

Separated/Divorced/Widowed

Percent

Idaho U.S. Norm



134

50

18

25

25

52

21

23

20

0 20 40 60 80

No Children Under 18



Any child under 6

Percent

Idaho U.S. Norm


Education

135

16

36

29

19

19

38

25

17

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Idaho U.S. Norm


Employment

136

44

11

45

49

10

41

0 20 40 60 80

Full-time/Self-employed

Part-time

Not employed/Retired/Student/Other

Percent

Idaho U.S. Norm


Race

137

89

3

8

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent

Idaho U.S. Norm


Hispanic Background

138

95

5

91

9

0 20 40 60 80 100

No

Yes

Percent

Idaho U.S. Norm


Appendix A: Key Terms Defined

Key Terms Defined

140

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.

Trip-Type Segments

141

Leisure Trips: includes all trips where the main purpose was one of the following:


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.

Marketable

Trips:

Includes all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

2015 visitor report - idaho commerce · key findings 7 in 2015, idaho had 33 million person trips,...

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