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Jacksonville 2017 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…………………………….………………………..…...… 19

Overnight Trip Characteristics……………………..…………………….………… 25

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

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

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

Demographic Profile of Day Visitors………………........................................… 96

Appendix: Key Terms Defined…………………………………………………..…. 107

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 2017.

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 2017 travel year, this yielded : 329,470 trips for analysis nationally:

232,317 overnight trips

97,153 day trips

For the Jacksonville, the following sample was achieved in 2017: 1,137 overnight trips and 296 day trips (1,433 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 2017, Jacksonville had 22.0 million person trips, increasing 3.0% from 2016. 47% were overnight trips and 53% were day trips.

The overnight trips generated $1.46 billion in spending, increasing 5.9% from 2016.

When asked about the main purpose of their overnight trip, 46% responded that they were visiting friends and relatives, while 42% 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, Jacksonville, and New York City.

7

Over two-thirds (67%) 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 (58%) and quality of accommodations (56%).

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. Similar to the national average, 13% 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 were also the most common booking source.

8

The average number of nights spent in Jacksonville on an overnight trip was 2.9 nights, up from 2.7 nights in 2016. The average travel party size was 2.8 persons, a slight decrease from 2016.

Two-thirds (65%) 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 going to a bar or nightclub.

Two-thirds (63%) of the overnight travelers to Jacksonville traveled with their spouse or partner, and 36% traveled with a child. One quarter (24%) traveled alone.

9

Size & Structure of the U.S. Travel Market

1,480 1,532 1,568 1,585 1,618

0

500

1,000

1,500

2,000

2013 2014 2015 2016 2017

Milli

ons

of T

rips

2.1% Base: Overnight Person-Trips

11

Visits to Friends/Relatives

43%

Marketable 43% Business

10%

Business-Leisure 4%

Base: Overnight Person-Trips

12

13

2

5

<1

3

2

-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 = 22.0 Million

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] 10.3 Million

11.7 Million

15

+3.0% vs. 2016

9.7 10.0 10.3

0

5

10

15

20

25

2015 2016 2017

Mill

ions

of T

rips


16

+3.1% +3.0%

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] Business

8%

Business-Leisure 4%

4.8 Million

4.3 Million

0.8 Million

0.4 Million

Total Overnight Person-Trips = 10.3 Million

17

Visiting Friends/Relatives

43%

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] 5.4 Million

1.1 Million

0.2 Million

Total Day Person-Trips = 11.7 Million

5.0 Million

18

Overnight Trip Expenditures

Total Spending = $1.46 Billion

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] [CATEGORY

NAME] [PERCENTAGE

]

[CATEGORY NAME]

[PERCENTAGE]

$519 Million

$187 Million

$167 Million

$219 Million

$368 Million

+5.9% vs. 2016

20

$51

$36

$21 $18 $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

50

100

150

200

Leisure Business*

Dol

lars


22

* Low base sizes

$140

$99

$59 $50 $45

0

50

100

150

200

Lodging Restaurant Food &Beverage



Entertainment

Dol

lars


23

$393

0

200

400

600

800

Leisure Business*

Dol

lars


24

* Low base sizes

Overnight Trip Characteristics

46

8

7

7

6

5

4

3

2

2

6

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 42%

26


46

8

7

7

6

5

4

3

2

43

8

9

4

5

6

5

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

46

8

7

7

6

5

4

3

2

43

9

7

7

7

5

4

3

2

0 10 20 30 40 50


TouringTheme park

ResortOutdoors

City tripCruiseCasino

Percent

2017 2016

28


Presenter

Presentation Notes

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

2

6

4

7

0 2 4 6 8

Conference/Convention

Other business trip

Percent



29

30

2

6

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%


34

12

6

5

5

4

3

3

3

0 5 10 15 20 25 30 35

FloridaGeorgia

New YorkCalifornia

South CarolinaNorth Carolina

OhioVirginia

Texas

Percent

32


10

7

6

5

5

4

4

3

2

2

0 5 10

Orlando-Daytona Beach-Melbrn, FLJacksonville, FL/GA

New York, NY/NJ/PA/CTTampa-St. Petersburg-Sarasota, FL

Atlanta, GAMiami-Ft. Lauderdale, FL

Savannah, GA/SCTallahassee-Thomasville, FL/GA

Chicago, ILBoston, MA

Percent

33


26

26

24

24

0 10 20 30

January-March

April-June

July-September

October-December

Percent

34


67

58

56

55

53

51

50

47

39

66

60

58

59

52

52

44

0 20 40 60 80

Overall trip experienceQuality of food

Quality of accomodationsFriendliness of people

Safety & Security*Cleanliness*

Value for the moneySightseeing/ attractions

Music/ nightlife/ entertainment

Percent

2017 2016

35


* Added in 2017

73

52

78

63

0 20 40 60 80

Ever

Past 12Months*

Percent 2017 2016

36


* Question wording changed in 2017

3

16

20

16

32

13

4

14

17

16

35

14

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

18

18

17

13

11

10

10

8

8

13

15

15

10

10

9

9

6

6

0 5 10 15 20

Advice from relatives or friendsHotel or resort

Online travel agenciesSocial Media

Airline/commercial carrierTravel company websites

Destination websitesTravel agent/company

Auto club/AAA

Percent



38

6

5

4

3

3

3

2

4

4

3

2

2

1

1

0 5 10 15 20

Travel guide/other books

Lodging sharing websites (AirBnB, etc.)

Visitors' bureau/gov tourism office

Magazine articles/ad

800/888 number

TV program/ad

Newspaper articles/ad

Percent



39

19

16

12

11

8

7

6

5

4

3

18

15

9

12

6

4

4

4

3

1

0 5 10 15 20

Hotel or resortOnline travel agencies

Travel company websitesAirline/commercial carrier

Travel agent/companyDestination websites

Auto club/AAALodging sharing websites (AirBnB, VRBO, etc.)

800/888 numberVisitors' bureau/gov tourism office

Percent

Jacksonville US Norm


40

88

48

41

40

19

84

45

38

34

16

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent Jacksonville U.S. Norm


41

87

75

35

29

85

71

31

27

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent



42

15

23

27

14

14

7

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 4.7 nights

Average U.S. Norm 3.7 nights

43


39

26

20

7

8

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Jacksonville = 2.9

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

44

39

26

20

7

8

42

26

18

7

7

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2017 2016

Average 2017 = 2.9 nights 2016 = 2.7 nights

45

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

2.2

2.2

0.6

0.6

0 1 2 3 4

Jacksonville

U.S. Norm

Average Number of People

Adults Children

Total = 2.8


46

Total = 2.8


47

63

36

24

17

14

12

3

65

35

25

17

11

12

3

0 10 20 30 40 50 60 70

Spouse/partner

Child(ren)

Just myself/traveled alone

Friend(s)

Parent(s)

Other relative(s)

Business associate(s)

Percent


65

26

23

9

6

5

3

3

2

68

17

23

10

5

7

2

4

2

0 20 40 60 80

Own car/truck

Rental car

Plane

Online taxi service (Uber, Lyft, etc.)

Bus

Taxi cab

Ship/Boat

Train

Camper, R.V

Percent Jacksonville US Norm


48

28

24

21

19

6

6

6

5

4

3

3

3

2

26

23

19

15

6

4

4

3

2

4

3

2

2

0 10 20 30

Home of Friend/RelativeHotel

Resort hotelMotel

Other Rented home/condo/apartment

Bed & BreakfastTime Share

Boat/Cruise Ship Campground/trailer park/RV parkOwn Home/Condo/Apt/2nd Home

Country Inn/Lodge Rented Cottage/Cabin

Percent



49

37

31

25

25

19

15

14

12

12

8

8

8

32

15

20

15

15

14

7

11

10

9

6

4

0 10 20 30 40

ShoppingBeach

Fine DiningSwimming

Bar/NightclubLandmark/Historic Site

Theme ParkMuseum

National/State ParkCasino

TheaterZoo

Percent



50

8

8

8

7

7

7

6

6

6

6

5

5

4

4

5

5

5

4

8

4

3

4

6

3

0 10 20 30 40

WaterparkSpa

FishingBusiness Meeting

Art GalleryDance

Hiking/BackpackingBoating/Sailing

GolfFair/Exhibition/Festival

BreweryBiking

Percent



51

5

5

5

4

4

4

3

3

2

2

2

2

4

4

3

4

3

1

3

1

1

2

1

2

0 10 20 30 40

WineryCamping

Rock/Pop ConcertConference/Convention

Educational SeminarBirding

Pro/College SportsTennis

Trade ShowKids Sports Event

RaftingYouth/Teenager Sports

Percent



52

26

21

11

7

6

5

5

5

5

3

20

16

10

5

6

4

4

2

3

2

0 10 20 30

Historic PlacesCultural Activities/Attractions

Exceptional Culinary ExperiencesWinery Tours/Tasting

Brewery Tours/TastingWedding

Traveling with GrandchildrenReligious Travel

Eco-TourismAgritourism



53

72

36

29

27

27

15

14

13

68

34

22

28

24

11

11

13

0 20 40 60 80

Used any social media for travel

Posted travel photos/video onlineAccessed travel news/events/deals/promotions

Read travel reviewsLooked at travel photos/video online

Connected with others interested in travelGot travel advice

Read a travel blog

Percent



54

72

12

11

9

9

6

4

68

11

9

7

8

5

3

0 20 40 60 80


Contributed travel reviews

"Followed" a destination/attraction

Tweeted about a trip

Gave travel advice

Subscribed to a travel e-newsletter

Blogged about a trip

Percent



55

72

36

29

27

27

15

14

13

81

37

27

31

28

18

17

17

0 20 40 60 80


Posted travel photos/video onlineAccessed travel news/events/deals/promotions

Read travel reviewsLooked at travel photos/video online

Connected with others interested in travelGot travel advice

Read a travel blog

Percent

2017 2016

56


72

12

11

9

9

6

4

81

14

13

12

14

8

6

0 20 40 60 80





Gave travel advice



Percent

2017 2016

57


58

44

22

4

3

42

21

3

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of Overnight Visitors

60

49

51

49

51

0 20 40 60

Male

Female

Percent



61

13

24

19

15

15

14

13

20

18

18

15

16

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+


Average Jacksonville = 44.1

Average U.S. Norm = 45.0


62

58

28

14

60

26

14

0 20 40 60

Married/with partner

Single/never married

Divorced/widowed/separated



21

34

20

15

10

23

35

17

14

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



63

64

56

18

23

19

57

19

21

17

0 20 40 60

No children under 18

Any child between 13-17


Any child under 6

Percent



65

20

40

26

12

2

23

41

23

12

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



66

53

9

38

55

9

36

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent



67

5

11

15

22

47

6

15

16

23

40

0 10 20 30 40 50

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



73

16

11

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent



68

69

90

10

91

9

0 20 40 60 80 100

No

Yes

Percent



Day Trip Expenditures

71

Total Spending = $719 Million

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE]

[CATEGORY NAME]

[PERCENTAGE] [CATEGORY

NAME] [PERCENTAGE]

$232.7 Million

$156.2 Million $114.3 Million

$215.8 Million

+7.3% vs. 2016

Base: Day Person-Trips to Jacksonville

$20 $19

$13 $10

0

10

20

30

Restaurant Food &Beverage



Entertainment

Dol

lars

72

$64

0

20

40

60

80

Leisure Business*

Dol

lars


73

* Low base sizes

$53 $49

$35 $26

0

20

40

60

Restaurant Food &Beverage



Entertainment

Dol

lars


74

$171

0

50

100

150

200

Leisure Business*

Dol

lars


75

* Low base sizes

Day Trip Characteristics

43

12

8

7

6

6

5

1

1

1

8

2

0 10 20 30 40 50


ShoppingCity tripTouring

Theme parkOutdoors

CruiseCasino

Conference/conventionOther business trip

Business-leisure

Percent

Marketable Trips 46%


77

43

11

8

7

6

5

5

1

1

38

8

8

8

12

3

7

<1

4

0 10 20 30 40

Visiting friends/relatives Special event

Shopping City trip Touring

Theme park Outdoors

Cruise Casino

Percent


Base: Day Person-Trips

78

79


43

11

8

7

6

5

5

1

1

40

12

10

8

6

4

5

1

1

0 10 20 30 40


ShoppingCity tripTouring

Theme parkOutdoors

CruiseCasino

Percent

2017 2016

1

8

2

6

0 2 4 6 8 10


Other business trip

Percent



80

81

1

8

1

7

0 2 4 6 8 10


Other business trip

Percent

2017 2016


82

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


72

15

2

1

1

1

1

1

1

1

1

0 20 40 60 80

FloridaGeorgia

North CarolinaNew York

New JerseySouth Carolina

TennesseeMichigan

OhioCalifornia

Texas

Percent

83


27

24

8

5

5

5

4

4

3

3

0 10 20 30

Orlando-Daytona Beach, FLJacksonville, FL/GA

Tampa-St. Petersburg-Sarasota, FLGainesville, FL

West Palm Beach-Ft. Pierce, FLMiami-Ft. Lauderdale, FL

Savannah, GA/SCAtlanta, GA

New York, NY/NJ/PA/CTTallahassee-Thomasville, FL/GA

Percent

84


27

24

24

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


85

2.0

2.1

0.5

0.6

0 1 2 3 4

Jacksonville

U.S. Norm

Average Number of People

Adults Children

Total = 2.7


86

Total = 2.5


87

58

38

27

17

13

10

62

38

22

17

10

11

0 10 20 30 40 50 60 70

Spouse/partner

Child(ren)

Just myself/traveled alone

Friend(s)

Parent(s)

Other relative(s)

Percent


30

22

14

8

8

8

8

8

7

4

4

4

26

7

11

7

5

5

4

8

5

4

2

1

0 10 20 30

ShoppingBeach

Fine DiningMuseum

SwimmingBar/Nightclub

ZooLandmark/Historic Site

Theme ParkFair/Exhibition/Festival

Rock/Pop ConcertAdult Amateur Sports



88

4

4

3

3

3

3

3

3

2

2

2

2

2

6

3

3

3

2

3

3

1

6

2

2

0 10 20 30

WaterparkNational/State Park

FishingTheaterBrewery

Conference/ConventionBusiness Meeting

Art GalleryKids Sports Event

CasinoDance

Spa



89

17

11

5

4

4

3

2

2

2

16

12

6

2

2

4

2

4

3

0 5 10 15 20

Historic PlacesCultural Activities/Attractions

Exceptional Culinary ExperiencesReligious Travel

WeddingWinery Tours/Wine Tasting

Medical TourismBrewery Tours/Beer Tasting

Traveling with Grandchildren

Percent



90

67

33

27

27

22

12

10

10

66

31

26

22

25

13

11

11

0 20 40 60 80


Posted travel photos/video onlineRead travel reviews

Accessed travel news/events/deals/promotionsLooked at travel photos/video online

Read a travel blogConnected with others interested in travel

Got travel advice


91


67

9

7

6

6

4

1

66

9

6

7

9

5

3

0 20 40 60 80




Gave travel advice





92


93


67

33

27

27

22

12

10

10

74

37

32

23

24

14

15

11

0 20 40 60 80


Posted travel photos/video onlineRead travel reviews

Accessed travel news/events/deals/promotionsLooked at travel photos/video online

Read a travel blogConnected with others interested in travel

Got travel advice

Percent

2017 2016

94


67

9

7

6

6

4

1

74

10

12

7

9

6

5

0 20 40 60 80




Gave travel advice




Percent

2017 2016

95

39

16

1

0

38

19

2

1

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of Day

Visitors

97

40

60

47

53

0 20 40 60

Male

Female

Percent



14

17

22

16

16

15

12

20

19

19

15

15

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+


Average Jacksonville = 44.9

Average U.S. Norm = 45.1


98

99

53

30

17

58

26

16

0 20 40 60

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent



100

20

34

17

15

14

22

34

18

15

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



101

54

20

23

20

56

20

22

17

0 20 40 60

No children under 18



Any child under 6

Percent



102

15

37

30

15

3

19

40

24

16

1

0 10 20 30 40

Post-graduate

College graduate

Some college

High school or less

Other

Percent



103

47

7

46

51

9

40

0 20 40 60

Full-time/self-employed

Part-time

Not employed/retired/ other

Percent



104

2

7

12

19

60

4

12

14

22

48

0 20 40 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



105

76

15

9

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent



106

90

10

91

9

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.

108

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.

109

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

Total Trips = Leisure + Business + Business-Leisure

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