september 2009 houston visitor profile calendar year 2008
TRANSCRIPT
2© TNS 2009
Table of contents
Introduction and Purposes of Research 4Glossary 5Research Methods 6Topics 8Brief Abstract 9Executive Summary/Implications 10Results of TravelsAmerica Research 16
Volume 17Visitor Types 18Trip Purpose 19Visitor Source 20Visitor Demographics 22Trip Planning/Booking 24Trip Characteristics 27Destinations within Texas 33Destination Competitors 34Satisfaction 33
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Table of contents– (con’t)
Results of Follow-up Research 36Demographics 37Attribute Importance 39City Destination Preference 41City of Residence Evaluation 44City Opinions/Ratings 45Future Visitation 52Advertising Awareness: General 53Advertising Awareness: Specific Houston CVB Ads 60Website Usage 72Houston Visitors: Choices and Characteristics 83Final Comments 89
4© TNS 2009
Introduction and Purposes of the Research
TNS is pleased to present the first TravelsAmerica report for the Greater Houston Convention & Visitors Bureau (CVB). This online (data collection) project is conducted continuously throughout the year by TNS as a nationwide syndication. The results enable the Greater Houston CVB to assess visitor volumes and build a profile of leisure visitors to the area, specifically:
Volume and source of visitors
Basic demographics of age, number of people in household, average household income
Trip characteristics such as day vs. overnight, business travel, travel expenditures, length of stay, activities selected
Mode of transportation includes air, own auto/truck, and other choices
Visitor residence by state and selected DMAs.
In addition, a separate follow-up survey of Houston visitors measures the “whys behind visitation,” advertising effectiveness/ROI, and web usability such as:
Important aspects of choosing a destination and travel planning and booking
Perceptions, motivators, and interest in Houston vs. competitors
Awareness, recall, and influence of ads
Impact of website on brand, affinity, and purchase intent.
The report continues with a description of the research methods, then an Executive Summary. The following Results of the Research section includes detailed findings.
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GlossaryTerm Definition
DMA Designated Market Area: Counties that share the same primary TV broadcast signals (210 DMAs in US)
Calendar Year (CY) January 1, 2008 through December 31, 2008
In-State Texas
Person-Trip Total person-trips are all trips taken by all people; i.e. a couple taking three trips counts as six (two people, each taking three trips)
Respondent/Household Level Respondent information – one count per respondent
Source of Visitors Residence of visitors
State/Region Level Information about all trips taken to a particular state/region (each trip to an area counts)
State Volume All trips taken to/within the state
Travel Party Traveler plus all companions, including children
Trip Travel 50 miles or more (one-way) away from home or stayed overnight. Excludes commuters or commercial travel (flight attendants, commercial vehicle operator). This eliminates some leisure day trips, such as some visitors from Galveston, since the distance is about 50 miles
Trip Level Information about all trips – each trip counts
Trip Volume All trips summed together
FutureViewTM TNS’ FutureViewTM identifies five consumer categories: Future Shapers, Future Makers, Today Consumers, Yesterday Consumers, Yesteryear Consumers. Of those, “Future Shapers” quickly adopt new products and influence others. They share seven traits: value authenticity/originality, well informed/involved, individualistic, time-poor, socially responsible, curious/open-minded/receptive to new ideas, and advocates of new ideas – they spread the word
Visitor Person who has visited Houston in the past month; all are US residents, thus, travel is domestic travel only (domestic consumer).
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Research methodsThe syndicated TravelsAmerica study collects data via a web based methodology. Sample is selected from the TNS 6th dimension USA Panel with e-mail invitations sent monthly to representative households. TNS constantly strives to keep Internet penetration high and panel fatigue low by carefully monitoring and limiting the number of contacts with each household.
Each month, potential respondents receive an e-mail request to participate in the study; TNS targets a response rate of 45%. The field period runs for two weeks each month, usually starting in the middle of the first week.
To enhance relevance, the data are weighted two ways:
Demographic weights adjust respondents by demographic factors such as region, age, income, household size, and marital status to closely represent the characteristics of US households
Trip and state projection calculations counts every trip taken by respondents for total trips taken. Detailed information collected for up to three trips in the past month is projected to the actual number of trips taken. In the case of city level calculations, each trip taken to that city counts. A few tables represent person-trips – these take into account the immediate travel party size for each trip as well. For projections, the counts are weighted to reflect the actual number of US households and total trips.
TNS supervises all fieldwork, editing, coding, and tabulation of the results.
This special report focuses on results for Greater Houston. For the calendar year ending December 31, 2008, respondents (does not include others in travel party) for Houston and total are shown below.
CY 2008#of Travelers (Unweighted)
CY 2008# of Travelers (Weighted) Region
514 512 Houston Visitors
53,868 52,589 Total for TravelsAmerica
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Research methods continued
For the follow up survey three groups who had completed the TravelsAmerica study in 2008 were re-contacted. Those groups include:
Texas residents
Houston residents
Houston visitors
Potential respondents received email invitations to participate in the follow up survey. The field period ran from August 11, 2009 – August 24, 2009.
#of Respondents Sample Group
326 Past Year Overnight Leisure Visitors
309 Houston Residents
259 Texas Residents Outside Of Houston
124 Non-Texas Residents
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Topics
Derived from the TNS TravelsAmerica syndication, this first annual report prepared for the Houston CVB for Calendar Year 2008 addresses these topics in this order:
Volume of visitorsVisitor types (business/leisure; day/overnight)Purpose (business/leisure) and source (Texas resident or not)Source of visitors (top states and top DMAs)Percent of Texas residents visiting HoustonVisitor demographicsTrip planning (timing and source of information)Trip booking methodsTrip characteristics: purpose, transportation, day/overnight, accommodations/length of stay, travel party, activities, expendituresDestinations: Houston vs. other Texas destinationsDestinations: Houston competitorsSatisfaction with Houston.
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Brief abstract
The recession hits Texas and Houston visitation especially hard – total visitors (person-trips), drop more than for the overall US. Bright spots include:
High level of visitation from other Texas metro areas – suggesting a strong degree of support from the drive market, which may be more resilient, long term, during downturns.
Stronger than average business visitors with higher per trip spending.
Future intent to visit remains high, especially in the next six months (56% of follow-up respondents), indicating possibly better-than-expected visitation rates.
Overnight visitors spend an average of four nights on their trip to Houston, notably above the norm (4.0 vs. 3.2 average US).
Houston is the preferred Texas destination when looking for exciting urban activities – variety of dining option, cultural/performing arts, culturally diverse (preferred over other Texas cities among follow-up respondents).
Primarily, Houston leisure travelers visit their in-town friends or family, limiting spending on lodging and transportation. Targeting these travelers to stay in the city or targeting leisure travelers to visit outside family/friend connections could improve per trip spending.
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Executive summary/implicationsImportance of tourism to HoustonSeveral measures underscore the importance of tourism to Houston:
Volume of Visitors. Nationwide economic decline has cause a considerable reduction in tourism, hitting Houston especially hard as the decline in trips over the past two years slips at almost twice the rate of the national average (-22% vs. -13%), with the majority of the loss occurring in 2008.
Travel Spending in Houston. Visitors spend substantial amounts in Houston, averaging $508 for each travel party. As expected, business travelers ($911) spend more than leisure travelers ($416) and overnight visitors ($501 leisure; $1,010 business) spend much more than day-trip visitors ($153 leisure). Spending notably more on lodging and transportation, non-Texas residents ($741) average higher spending levels than Houston residents ($438) and non-Houston Texas residents ($380).
Source of Visitors. Texas supplies a slight majority (58%) of Houston visitors; Louisiana ranks a very distant 2nd place (7%).
Trip Purpose. Most visitors to Houston are tourists (not business travelers), however Houston attracts more business travelers than the national average (21% Houston, 15% all trips). With proportionately more business travelers, leisure trips fall slightly behind the norm (67% Houston; 77% all trips) but still make up two-thirds of all Houston travel. Of all Houston leisure trips, most are overnight (78%) with a substantial number of day trips coming from within the Houston residents (4.8 per year).
Timing. Typical of most leisure travel, the heaviest travel to Houston peaks in the Summer months (June through August).
Business Travel. Business travel behaviors/choices differ from leisure travelers; for example, they more often stay in hotels/motels and travel alone. Houston attracts a larger proportion of business travelers than other destinations (21% Houston; 15% total) while also capturing a larger share of personal business/other (12% vs. 8%).
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Executive summary/implications – (con’t)Profile: trip and travel characteristics
Demographics: Houston Visitors Resemble Visitors Elsewhere, With Some Variations: A higher proportion are married and more likely to live in a household with three or more individuals, suggesting a higher likelihood of family focused travel. Houston visitors report higher incomes than other US travelers, particularly non-Houston residents. Ethnicity comparisons show a larger proportion of African American visitors than for US travelers as a whole (12% vs. 8%) – particularly those from Dallas-Ft. Worth, Austin, or San Antonio (15%)A slightly higher proportion are categorized as Future Shapers/Makers (34% Houston, 30% all travelers).
Travel Planning Horizons Are Short. Many (46%) Houston visitors decide to take the trip within two weeks of departure – similar to the total US (42%). As expected, leisure overnighters (34%) less frequently plan to visit on short notice than leisure day-trippers (70%). Houston residents are the most spontaneous with over two-thirds (72%) deciding to visit within two weeks. Travelers Primarily Rely on “Offline” Information Sources. Houston visitors rely primarily on their own experience (28%) and friends/relatives (19%) to gather travel information, similar to other travelers. Houston Visitors Most Often Book “Online.” More Houston visitors rely on online booking sources (56% vs. 50% all travelers), booking at least some aspect of their trips (air/hotel/entertainment/etc.) that way, and more of them book via destination and travel provider websites than average travelers. Most Visitors Drive. Two-thirds (66%) drive to Houston, slightly less than overall travelers (70%). Not surprisingly, the greater proportion of overnight business travel to Houston pushes air travel above average levels (24% Houston visitors, 18% all travelers).Overnighters Spend More. Because of the additional time to see/do more things and because they incur lodging expenses, leisure overnight visitors spend much more (3 times) than day-trippers ($501 vs. $153). Business overnighters spend the most ($1,010). On average, Houston leisure overnight visitors stay slightly longer than business travelers (4.0 vs. 3.6).
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Executive summary/implications – (con’t.)Houston Relies on Texas Tourism
Houston Attracts Texans. Proximity plays a substantial role in Houston tourism. Over half (58%) of visitors live in Texas; Louisiana, in second place, contributes far fewer (7%). The top seven city sources are in Texas (led by Dallas-Ft. Worth, Houston, Austin and San Antonio); Chicago and New York contribute 2% each, Washington, DC trails at 1%.
Geography influences competitive market set. Dallas-Ft. Worth, Austin, and San Antonio residents prefer southern or western states for additional vacation travel while New York, Chicago, and Washington DC residents take additional vacations to the Northeast. Despite this polarization, both groups most often selected Florida in the past three years.
Houston Tends to Trail San Antonio in Image and Attribute Rankings
Preference for Houston depends on visitation. Past year overnight leisure travelers prefer Houston on most destination attributes. However, travelers as a whole more often choose San Antonio when comparing Texas metropolitan areas. San Antonio excels (over Houston) on attributes ranked most important in a travel destination including “good value for the money”, “friendly/welcoming” and “lots to see/do.” Travelers most often choose Houston for urban activities including “variety of dining options” and “cultural/performing arts.”
Opinion ratings of Houston stay generally high . The majority of visitors perceive Houston positively in overall opinion (61%), value for the money (68%), experience in Houston (76%), likely to return (78%) and would recommend (72%). Comparatively, San Antonio visitors tend to rank San Antonio a bit higher (79%, 75%, 86%, 83%, 87% respectively).
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Executive summary/implications – (con’t.)Advertising Awareness Directly Relates to Distance from Houston and Visitation
Houston ad awareness second among Texas cities. Although Houston trails San Antonio in overall advertising awareness, it surpasses other Texas cities (Dallas/Ft. Worth, and Austin) with past year visitors and Houston residents contributing the most to Houston ad recall. Electronic media more pervasive than print. Houston's most recalled ads tend to be on TV (59%) followed by magazines (39%) and newspapers (37%). Houston’s own residents are the most likely to recall a Houston TV ad (67%).Specific ZZ Top Commercial made an overall better impression than specific print ads. The commercial improves perceptions of Houston more than twice as often as the print ads (42% vs. 17%). Across the board, commercial and print ads more positively impact past year overnight visitors to Houston than other groups.Advertising effective for Houston and other Texas residents. Advertising encourages roughly one out of 10 visitations.
Greater Houston CVB website Must Add Value to Travel
Destination website users look for deals. Travelers most often rank “savings/value” as the top desired feature in a travel destination website while “save money” trails other statements about the GHCVB website by its users. This opens an opportunity for Houston to enhance the already high levels of satisfaction among website users.
Houston Generates High Levels of Satisfaction
Satisfaction Varies by Proximity. Visitors grant Houston high praise (which should generate strong word-of-mouth “advertising”). Non-Texas residents tend to be the most satisfied with their trips.
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Executive summary/implications – (con’t.)Assessment
Houston Draws The Business Traveler. As companies continue to cut spending in harsh economic conditions, company travel budgets will continue to decrease. Because business travelers have the largest per trip spending among visitors, it is important for Houston to maintain its business appeal. Promotions targeting the corporate travel decision maker should stress the value of traveling to Houston as a viable business travel option.
Houston Visitors Are Within “Easy Reach.” Since many live within easy access to Houston, visitors need less time to plan/decide trips. Thus, marketing can be flexible in media choices, can develop quick promotions, and probably see results faster than destinations which rely on more distant markets. Houston excels at attracting overnight visitors (76% of leisure visitors spend the night) who spend more time there than average (4 vs. 3.2 nights).
Houston Leisure Travel Potentially More Lucrative. With over twice the number of nights stayed at private homes than the average traveler (2.9 vs. 1.5), overnight leisure travelers to Houston spend less than one night in a hotel. This dovetails with the unusually high percentage of overnight leisure travelers in town to visit family (77%). Finding ways to encourage these travelers to stay in the city could increasing budgets for lodging and transportation.
Tough Competitive Arena Hits Texas Especially Hard. The general downtown noted for US domestic travel hits Texas and Houston harder than other areas. Houston’s dependence on tourism warrants greater attention to building interest in the area and the state overall. San Antonio, specifically, could potentially lure Houston visitors.
Messaging. The reluctance of leisure travelers to stay over night in a hotel/motel suggests that Houston’s marketing message could more effectively target that interest group. Promoting the affordability of city accommodations, the relaxation value of a hotel stay, and the less intrusiveness as a houseguest could entice travelers to stay outside of a relative or friend’s home.
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Volume of visitorsMarket Overview (Person Trips):
Compared to CY 2006, CY 2008 person-trips drop as follows: All US Trips ( -13%; 939 million from 1.08 billion); Texas (-17%; 67 million from 81 million); Houston (-22%; 9.5 million from 12.1 million).
Houston visitors continued to grow in 2007 despite dwindling numbers to Texas. Unfortunately, the declining economy quickly caught up to Houston in 2008 as overall visitation decreased at almost twice the rate of US travel from 2006 to 2008.
Q4a. Please indicate the US state(s) visited (Person Trips - proj.) (day or overnight trip)
Q4d. Please indicate the US cities(s) visited (Person Trips - proj.) (day or overnight trip)
US, Non-Texas 871,714,000 US, Non-Texas
506,332,000US, Non-Texas
344,539,000
CY 2006 CY 2007 CY 20082006-2008 %
Change
Type of Person Trips (Visitors)
Total US 1,084,344,000 1,233,242,000 938,563,000 -13%
Total Texas 80,625,000 76,424,000 66,849,000 -17%
Total Houston 12,087,000 12,661,000 9,488,000 -22%
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Visitor types
Day/Overnight Varies by Type of Trip:
Trips of 50+ miles typically involve an overnight stay for both Business and Leisure trips
Houston hosts far more leisure than business visitors.
3%
3%
9%
16%
18%
51%
Bz DayBz O/NLs DayLS O/NPB* DayPB* O/N
Houston VISITORS by TYPEBase: Houston Visitors
Q4d. Please indicate the US cities(s) visited . . . Person Trips based to Houston Visitors (State Level)
PB*: Personal Business/Other
Leisure: 67%
Business 21%Personal Business/ Other 12%
Day 22%Overnight 78%
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Trip purpose/visitor source
Overall:Two thirds (67%) of Houston visitors primarily travel for leisure – slightly fewer than for total US visitors (77%), but similar to the state of Texas (72%). Slightly more than half (58%) of Houston visitors live in Texas.
21%
77%
72%
67%
15%
18%
8%
12%
11%
All Trips
Trips to Texas
Trips toHouston
Business Personal Business/Other Leisure
2008 Trip/Visitor Characteristics% of Visitors to State
42%
58%
Houston VisitorNon-Texas Resident Texas Resident
TYPE OF TRIPBase: Visitors to Houston; Texas; US
LOCATION OF RESIDENCEBase: Visitors to Houston
Q1b. Which of the following was the PRIMARY purpose of trip to . . . (Household Trip Level – demo wtd, not adjusted for travel party size) Panel: Residence of visitors (Household Level)
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Visitor source by state/DMAProximity Counts:
As noted earlier, slightly more than half (58%) of visitors reside in TexasNearby Louisiana and heavily populated states such as California and Florida contribute more to Houston’s tourism than other statesTexas DMAs, particularly Dallas-Ft. Worth, provide the bulk of Houston visitors; larger US cities also add to the count.
Source of Visitors: Top States (2%+)
Base: Visited Houston% of Visitors Residing in . . .
Panel: State/DMA residence of those who visited Houston (Household Level)
Source of Visitors: Top DMAs (2%+)
Base: Visited Houston% of Visitors Residing in . . .
2%
2%
2%
2%
2%
2%
3%
3%
4%
5%
9%
14%
16%
Chicago
Lake Charles
Los Angeles
New York
Atlanta
Lafayette, LA
Tyler-Longview
Waco-Temple-Bryan
Beaumont-Port Arthur
San Antonio
Austin
Houston
Dallas-Ft. Worth
2%
2%
3%
3%
4%
4%
7%
58%
New York
Oklahoma
Illinois
Georgia
Florida
California
Louisiana
Texas
Calendar Year 2008
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Destinations: Houston visitationA Different Viewpoint – How Many Texans and Non-Texans Visit Houston:
A third (30%) of Texans have visited Houston in the past three years, many (23%) within the past 12 months. In addition, one in eight (12%) plans to visit within two years
Typical of most destinations, Houston draws over half of its visitors from within the state (58%, shown earlier). Non-Texans have many destinations from which to choose, with only a few (2%) visiting Houston in the past three years. However, that group contributes not quite half (42%, also shown earlier) of Houston’s total tourism.
NON-TEXAS RESIDENTNON-TEXAS RESIDENTTEXAS RESIDENTTEXAS RESIDENT
12%
23%
30%
Plan to VisitHoustonWithin 24Months
VisitHoustonPast 12Months
VisitHoustonPast 3Years
2%
2%
2%
CY 2008
Visitation Patterns for Houston – Household Level, All Travelers
Q8a: Please indicate US cities visited for leisure in past three years. Q8b. Please indicate cities visited within the past 12 months. Q8c: Which US cities plan to visit within the next two years for leisure? (Household Level)
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Visitor demographicsHouston Visitors Resemble Visitors to Other Areas, With a Few Variations:
Houston visitors report slightly higher incomes than overall US and Texas travelers. Further, those living in New York, Chicago, or Washington, DC report the highest earnings and also skew toward married males, suggesting dual income business travelers represent a larger share in these marketsOverall family composition for Houston visitors more often includes three or more people in the household than overall US travelers, implying that Houston draws more families with childrenEthnicity comparisons show that a larger proportion of Houston visitors, especially those from Dallas Ft. Worth, Austin, and San Antonio are African-American.
Panel: Age, Income, Children, Ethnicity. (Household Level – demo wtd)
Demographics All Travelers
Texas Visitors
Houston Visitors
Houston Visitor & Houston Resident
Houston Visitor & DFW/Austin/San Antonio Resident
Houston Visitor & NY/Chicago/DC
Resident*
Average Age 46 45 44 45 43 46
Average Hhld Income $65,300 $67,700 $73,500 $67,600 $70,800 $105,400
% Male 43% 46% 47% 44% 43% 68%
% Married 58 62 66 65 65 79
% Future Shaper/Maker 30 31 34 25 32 29
Household Composition
% One Person 22% 20% 19% 19% 19% 21%
% Two People 34 35 30 35 29 19
% Three or More 44 45 51 47 52 60
Ethnicity
% Caucasian 86% 86% 81% 91% 79% 85%
% Spanish Origin 4 6 4 1 3 0
% African-American 8 9 12 4 15 10
*Very small sample; treat as qualitative only
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Visitor age distributionGreater Detail by Age:
Shows that Houston draws a similar proportion by age group as other destinations
However, visitors living in New York, Chicago, or Washington, DC are more often in the middle age group; relatively few young adult from these markets visit Houston.
25% 29% 31% 32% 33%
15%
44%44% 44%
35%45%
60%
31% 27% 25%34%
22% 25%
US Travelers Texas Visitors Houston Visitors Houston Visitor &Houston Resident
Houston Visitor &DFW/San
Antonio/AustinResident
Houston Visitor &NY/Chicago/DC
Resident*
55+
35 - 54
Under 35
Age of Visitor
QD. How old are you . . . (Respondent Level, demo weighted)* Very small sample; treat as qualitative only
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Trip planning: timingLogical Patterns Occur for Trip Planning:
With fewer travel considerations (such as lodging or number of meals), day-trip visitors to Houston as well as Houston residents have the freedom to be much more spontaneous; most consider and decide to visit within two weeks of the trip Business travelers spend marginally less time planning a trip than leisure travelersHouston visitors who are Houston residents plan trips with much shorter time horizons than travelers from farther away – 4 times as many consider the trip within two weeks (62% vs. 16%), with a similar gap for the actual decision (72% vs. 19%)Houston visitors have similar planning time horizon as all travelers to all US destinations with slightly more considering and deciding within two weeks.
Q4i. Please indicate how far in advance you considered traveling to . . . // Decided to visit . . . (State Level-demo wtd)
Trip Planning (Time Before Visit)
All TravelersHouston Visitors Total
Houston Visitors Ls Overnight
Houston Visitors Ls Day Trip
Houston Visitors Bz Overnight*
Houston Visitors & Houston
Residents
Houston Visitor & DFW/Austin/San Antonio Resident
Houston Visitor & NY/Chicago/DC
Resident**
Considered
Within Two Weeks 34% 37% 25% 58% 41% 64% 33% 16%
2 – 4 Weeks 14 15 14 13 21 16 15 9
1 – 3 Months 19 21 26 12 18 9 25 48
3+ Months 33 26 35 16 20 11 27 26
Decided
Within Two Weeks 42% 46% 34% 70% 47% 72% 45% 19%
2 – 4 Weeks 15 17 17 13 23 12 16 18
1 – 3 Months 19 17 22 4 15 5 19 38
3+ Months 25 21 28 13 16 11 19 26
*Business (Bz) Day Trips not shown (too few for reliable comparisons)** Very small sample; treat as qualitative only
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Trip planning: sources of information
Trip Planning Sources:
Destinations, in order to be selected, must provide potential travelers with information that encourages visits. Results indicate Houston visitors tend to use the same information sources as other travelers with only minor differences.
51%
28%
19%
2%
26%
10% 8% 10%
31%
8%
48%
28%
19%
5%
27%
9% 9% 11%
31%
10%
NET OFFLINE OwnExperience
Friends/Relatives
CorporateTravel
Department
NET ONLINE DestinationWebsite
Online FullService
(Expedia et al)
Travel Provider(airline etc.)
NO PLANSMADE
SOMEONEELSE MADE
PLANS
All Travelers - CY 2008 Houston Visitors - CY 2008
Information Sources to Plan a TripRanked by All Sources (5%+)
Q4j. What sources did you use in planning your trip to . . . (State Level – demo wtd)
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Trip booking
Trip Booking Methods:
Similar to gathering information, Houston travelers also choose similar booking channels as others:
However, Houston visitors book online more often (56% vs. 50%) than all travelers and, consequently, book offline less often (34% vs. 40%) – good news for Houston’s website development
Consistent with the greater tendency to book travel arrangements online, Houston visitors utilize every online channel (except Online Full Service) more than average US travelers.
40%
11%14%
7%
50%
11%
20%
15%19%
53%
34%
12%8%
10%
56%
13%
25%
14%
22%
52%
NET OFFLINE Direct w/ TravelProvider
Direct w/ Dest./Attraction
CorporateTravel Dept.
NET ONLINE DestinationWebsite
Travel ProviderWebsite
Online FullService
(Expedia et al)
Someone ElseBooked
No BookingsMade
All US Travelers Houston Visitors
Method Used to Book Trip Components Ranked by All Sources (5%+)
Q4k. Please indicate the method(s) you used to book your trip . . . (State Level – demo wtd)
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Trip characteristics: purpose & transportation
Most Visitors Come to Houston to Play:
Over half (67%) of Houston visitors come primarily for leisure, often to visit friends/relatives (48%)
Although most come to play, Houston draws more business travelers than the national average (21% vs. 15%). Those traveling from New York, Chicago, and Washington, DC are the least likely to be traveling for leisure (51%).
Q1b: Which was the primary purpose of trip? Q2b: Which was the primary mode of transportation? (Trip Level – demo wtd)
All Travelers
Houston Visitors Total
Houston Visitors Ls Overnight
Houston Visitors Ls Day Trip
Houston Visitors Bz Overnight*
Houston Visitors & Houston
Residents
Houston Visitor & DFW/Austin/San Antonio Resident
Houston Visitor &
NY/Chicago/DC Resident**
PRIMARY TRIP PURPOSE
NET Leisure/Personal 77% 67% 100% 100% -- 72% 72% 51%
Visit Friends/Relatives 41 48 77 55 -- 45 53 34
Entertainment/Sightsee 12 6 7 15 -- 7 6 5
Outdoor Recreation 7 3 5 7 -- 8 3 4
NET Business 15 21 -- -- 100% 16 11 16
Personal Bs/Other 8 12 -- -- -- 12 18 33
PRIMARY MODE
% Own Auto/Truck 70% 66% 69% 96% 34% 89% 83% 17%
% Air Travel 18 24 21 3 52 5 7 71
% Rental Car 4 5 5 -- 10 2 7 5
% Other 8 5 5 1 4 4 3 7
*Business (Bz) Day Trips not shown (too few for reliable comparisons)** Very small sample; treat as qualitative only
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Trip characteristics: day/overnight
Most Trips Include an Overnight Stay:
Most domestic (US) trips include an overnight stay, with Texas showing very similar results to the Overall US
Houston draws a larger proportion of overnight visitors – especially those traveling on business.
(Note: personal business and other are not classified as either business or leisure trips, so leisure + business will not equal total).
DAY/OVERNIGHT TRIPS% of Trips to Area
Base: Trips to Houston; Texas; Total US
Q4e. Please specify which visits included at least one overnight stay . . . (State/Area Level-demo wtd)
30% 28% 24% 29% 28%21% 22% 24%
15%
70% 72% 76% 71% 72% 79% 78% 76%85%
All US Trips LEISURETrips - US
BUSINESSTrips - US
Total Tripsto Texas
LEISURETrips toTexas
BUSINESSTrips toTexas
Total TripstoHouston
LEISURETrips toHouston
BUSINESSTrips toHouston
Overnight Trip
Day Trip
29© TNS 2009
Trip characteristics: lodging and length of stay
Most Visitors Spend a Few Days in Houston:
Business overnight visitors (3.6 nights) spend slightly fewer nights than leisure overnight visitors (4.0 nights), but business travelers usually stay in hotels (72% of the time) vs. only about a sixth of the time (15%) for overnight leisure travelers
The shortest stays (2.8 nights) occur among those who travel from elsewhere in Texas (DFW/Austin/ San Antonio).
Q4f: Please specify the number of nights stayed at each listed accommodation. (State Level – demo wtd)
LODGING All
Travelers
Houston Visitors Total
Houston Visitors Ls Overnight
Houston Visitors Ls Day Trip
Houston Visitors Bz Overnight*
Houston Visitors & Houston Residents
Houston Visitor & DFW/Austin/San Antonio Resident
Houston Visitor & NY/Chicago/DC
Resident**
AVG # NIGHTS (if any) 3.2 3.8 4.0 -- 3.6 4.1 2.7 4.0
Private Home 1.5 2.2 2.9 -- 0.4 2.8 1.4 1.8
Hotel/Motel 1.2 1.2 0.6 -- 2.6 0.4 0.9 2.2
All Other 0.5 0.4 0.5 -- 0.4 0.8 0.5 0.1
*Business (Bz) Day Trips not shown (too few for reliable comparisons)** Very small sample; treat as qualitative only
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Trip characteristics: travel partyTravelers’ Trip Characteristics:Travel companions vary by purpose and timing of the trip:
About a third (34%) of Houston’s leisure overnight visitors arrive in pairs, compared to nearly half (46%) of day trip visitorsBusiness travelers sometimes have one companion (19%), but usually travel solo (70%, not shown)As expected, leisure travelers more likely travel with children (35% vs. 4% business travelers)
Q3a: Please indicate number of travel party members (including yourself) under 18 and 18+. (Trip Level-demo wtd)
Trip Characteristics (Trip Level)
All US Travelers
Houston Visitors Total
Houston Ls Visitors
Houston Ls Visitors –Overnight
Houston Ls Visitors – Day
Trip
Houston Bz Visitors – Total
AVERAGE # IN TRAVEL PARTY (Q3a) 2.8 2.3 2.7 2.7 2.5 1.6
% Travel in Pairs 37% 32% 36% 34% 46% 19%
% Traveling with Children 27 27 35 38 27 4
Avg. # of Children on Trip (if any) 2.1 1.82 1.84 1.9 1.5 1.6
Average # in Travel Party in Household 2.0 2.0 2.3 2.3 2.1 1.2
31© TNS 2009
Trip characteristics: vacation activities/attractionsTop Vacation Activities/Attractions:Houston visitors choose somewhat different activities than visitors to other US destinations. Social engagements rank as the most popular -- visiting relatives and visiting friends capture two of the top three spots. Urban highlights such as shopping, fine dining, and urban sightseeing round out the most popular activities while State/National Park visits lag the national average.
3%
5%
6%
12%
10%
9%
13%
16%
18%
27%
5%
7%
7%
8%
9%
11%
13%
20%
21%
38%
FamilyReunion
NightclubDancing
Museums
RuralSightseeing
Beach
UrbanSightseeing
Fine Dining
Visit Friends
Shopping
Visit Relatives
Activities Participated/Attractions Visited% Participated/Visited – Ranked by Houston Visitors (Activities with 2% or fewer for Houston not shown)
28%
2%
2%
3%
7%
2%
3%
4%
5%
7%
31%
3%
3%
3%
3%
4%
4%
4%
4%
4%
None of These
Major Sports Event
Theatre/Drama
Gardens
State/National Park
Zoos
Special Events
Theme Park
Wildlife Viewing
Historic Sites/Churches
Houston Visitors
All Travelers
Q4h. When you visited (state) during trip/month, please check all of the following activities did/attractions visited. (State Level-demo wtd)
32© TNS 2009
Trip characteristics: expenditures by type of travelValue of Visitors by Type of Trip:
Overnight LEISURE visitors spend over three times as much as day-trip visitors ($501 vs. $153)With no lodging expense, Houston day visitors spend a greater proportion of their budget on shopping and diningWith more nights in hotels, the average business traveler spends over twice as much as the average leisure traveler ($911 vs. $416).
Note: Transportation includes parking/tolls. Food includes food/beverage/dining/groceries. Entertainment includes gaming. Other includes amenities/other.
Average Spending in Houston by Trip Type Total Spending by Travel Party (Total Spending, including 0)
Total VisitorsTotal Visitors
Q4g. Please indicate the total dollar amount spent by your travel party (all) in Texas (Houston) for . . . (State Level-demo wtd)
Leisure TotalLeisure Total
Business TotalBusiness Total
Leisure OvernightLeisure Overnight
Leisure DayLeisure Day
Business OvernightBusiness Overnight16%
27%
26%
16%
26%
22%
1%
8%
1%
9%
5%
40%
16%
37%
15%
24%
2%
25%
12%
1%
13%
8%
39%
40%
34%
42%
35%
38%
9%
2%
2%
2%
2%
3%
CY 2008 ($1,010)
CY 2008 ($153)
CY 2008 ($501)
CY 2008 ($911)
CY 2008 ($416)
CY 2008 ($508)
Transportation Food Entertainment Lodging Shopping Other
33© TNS 2009
12%
4%
17%
5%
10%
21%
26%
35%
14%
14%
19%
24%
18%
23%
27%
14%
9%
14%
9%
14%
18%
18%
18%
23%
27%
32%
27%
27%
36%
32%
18%
18%
19%
20%
21%
21%
23%
26%
27%
27%
32%
36%
43%
44%
45%
Nevada
Michigan
North Carolina
Rhode Island
Connecticut
Washington,DC
Maryland
California
Illinois
Virginia
Massachusetts
New Jersey
Pennsylvania
New York
Florida
Destinations: competitive statesSouthern State Destinations Compete with Houston:
Houston visitors who live in Texas usually choose other southern or western states for additional vacation travel. Conversely, Houston visitors who live in New York, Chicago, or Washington, DC tend to travel to the Northeast.Florida ranks number one in past three year visitation for both Dallas/Austin/San Antonio residents and New York/Chicago/Washington, DC residents. California earns high future visitation interest among both groups.
12%
4%
8%
4%
3%
4%
10%
4%
10%
6%
23%
14%
24%
7%
3%
3%
4%
7%
5%
7%
10%
5%
6%
10%
18%
12%
9%
10%
10%
10%
11%
12%
13%
13%
14%
15%
18%
24%
30%
Colorado
Arizona
New York
Illinois
Arkansas
Mississippi
Georgia
Oklahoma
Nevada
New Mexico
California
Louisiana
Florida
Past 3 Years
Past Year
Plan Next 2 Years
Other States Visited/Planned by Houston Visitors (Key Competitors)% Visiting State/DMA Past Three Years (Ranking), Past Year, Planned Next Two Years
Top States: DFW/Austin/San Antonio Residents Base: Visited Houston
Top States: NY/Chicago/DC Residents* Base: Visited Houston
Q7a: Please indicate US states visited for leisure in past three years. Q7b. Please indicate states visited within the past 12 months. Q7c: Which US states plan to visit within the next two years for leisure? Repeated for cities in Q8 series. (Household Level)
*Very small sample; treat as qualitative only
34© TNS 2009
Destinations: competitive citiesOther Texas Cities and Orlando Also Attract Houston Visitors:
Houston visitors within Texas often visit other Texas destinations (Dallas/Ft. Worth and San Antonio)Dallas/Ft. Worth claims high visitation rates among New York/Chicago/Washington, DC residents who may visit multiple Texas cities on their trip.
7%
4%
3%
9%
8%
8%
7%
10%
8%
15%
19%
20%
4%
5%
3%
4%
5%
5%
7%
7%
9%
8%
25%
31%
6%
6%
7%
8%
8%
9%
9%
12%
13%
16%
33%
37%
Denver
Chicago
Phoenix
San Francisco
Los Angeles
Atlanta
New York City
Las Vegas
New Orleans
Orlando
San Antonio
Dallas/Ft. Worth
Past 3 YearsPast Year
Plan Next 2 Years
Other Areas Visited/Planned by Houston Visitors (Key Competitors)% Visiting State/DMA Past Three Years (Ranking), Past Year, Planned Next Two Years
14%
14%
23%
14%
14%
14%
23%
14%
14%
9%
18%
9%
23%
9%
14%
14%
14%
18%
18%
18%
23%
23%
18%
23%
23%
41%
18%
18%
18%
23%
23%
23%
23%
23%
23%
27%
27%
32%
45%
Anaheim
Las Vegas
Los Angeles
Philadelphia
Tampa
San Antonio
Orlando
Washington,DC
Chicago
Atlantic City
Boston
Dallas/Ft.Worth
New YorkCity
Q7a: Please indicate US states visited for leisure in past three years. Q7b. Please indicate states visited within the past 12 months. Q7c: Which US states plan to visit within the next two years for leisure? Repeated for cities in Q8 series. (Household Level)
Top Cities: DFW/Austin/San Antonio Residents Base: Visited Houston
Top Cities: NY/Chicago/DC Residents* Base: Visited Houston
*Very small sample; treat as qualitative only
35© TNS 2009
Satisfaction: Houston by residenceOverall Satisfaction with Houston:
Almost nine out of 10 (87%) DFW/Austin/San Antonio residents are either extremely or very satisfied with a Houston vacation
NY/Chicago/DC residents view Houston favorably (79%), but less so than NY/Chicago/DC residents, and less frequently choose the top (extremely satisfied) rating
In total, few visitors (1%) express displeasure with Houston.
Note: Not pleased includes Not At All and Not Very Pleased
Satisfaction with Houston Visit By Group (Base)
DFW/Austin/San Antonio Residents
DFW/Austin/San Antonio Residents
Total VisitorsTotal Visitors
Q4l: Using a scale of 1-5 (5=extremely satisfied), please indicate satisfaction with Houston. (State Level-demo wtd.)
47%
39%
32%
48%
44%
21%
11%
15%
0%
2%
1% 40%
SomewhatNot Pleased Very Extremely
NY/Chicago/DC Residents*
NY/Chicago/DC Residents*
* Very small sample; treat as qualitative only
84%
87%
79%
NET Top Two
37© TNS 2009
Demographics
Houston residents vary slightly from other areas:Non-Texas residents report the highest income levels, possibly influenced by their higher education levels; thus, Texas residents report lower income and education levels Houston residents and Website Visitors are the most likely to be marriedHouston residents have the largest proportion of African-American respondents while Texas residents outside of Houston show a larger portion of those that claim a Spanish heritage.
QA. What is your age?QB. Are you . . . (male/female)Panel: Income, Ethnicity.
Demographics All Travelers
Past Yr. O/N Leisure Visitors
Houston Residents
Other Texas Residents
Non-Texas Residents
Website Visitor
Average Age 50 49 51 51 49 52
Average Hhld Income $71,500 $74,500 $70,200 $69,600 $78,800 $74,800
% Male 29% 29% 28% 27% 32% 26%
% Married 64 64 66 63 61 66
% Female Hhld College Grads/Post Grads
50 56 46 46 71 53
% Male Hhld College Grads/Post Grads
56 60 54 54 65 61
Ethnicity
% Caucasian 86 86 82 88 90 81
% Spanish Origin 8 9 7 10 3 10
% African-American 8 7 11 6 4 10
38© TNS 2009
Residence
City of residency:
The majority of respondents (68%) live within Texas most of whom (45%) reside in Houston. As seen earlier, residents outside of Houston mimic the proportions of visitors coming from these DMA’s (Dallas 16%, Austin 9%, San Antonio 5%, New York/Chicago/DC 4%).
QC. In which of the following cities do you live?
45%
3%
29%
6%12%
5%
HoustonDFWAustinSan AntonioNew York/ Chicago/ DCOther
39© TNS 2009
Attribute importanceImportant attributes when choosing a destination:
Those who have traveled to Houston overnight for leisure within the past year rank attributes similarly to other travelers; however, attributes based around friends and family tend to be slightly more important:
Houston visitors rank family roots (32% vs. 27%) and a good place for family/children (55% vs. 51%) higher than other travelers, suggesting a tendency to plan family-focused vacations.
90% 85% 84% 83% 81% 79% 77% 74%67% 66%
59% 58%
92% 86% 86% 85% 83% 82% 80% 74% 68% 68% 64% 60%
Good Valuefor Money
Friendly/Welcoming
Lots to See/Do
ReasonableCosts ofHotels/Meals
GoodService
Weather/Climate
Access(Time/
Transp.)
DiningVariety
Explore/Sight-see by
Car
Somethingfor Everyone
History/Culture
Easy-to-UseWebsite
Total Past Yr. O/N Leisure Houston Visitor
Attribute Importance (% Top 2 Box)Ranked by Total
Q1a/b. Abridged: Using a scale of 1 (not at all important) to 5 (extremely important) please rate the importance of each of the following attributes when selecting a destination.
51%44% 38% 38% 37% 34% 34%
27% 21% 20% 18%
55%45% 42% 42% 41% 36% 36% 32%
25% 20% 20%
Family/Children
AccurateWebsite
Culture/Performing
Arts
Culturallydiverse
Friend/Relative
Recommend
Nightlife/Entertain-
ment
GoodReviews on
TravelWebsites
Family/ RootsThere
AlternateLifestyles OK
Acess forDisabled
Hip/Fashionable
40© TNS 2009
Attribute importanceImportant attributes when choosing a destination:Regardless of geography, travelers tend to agree on the important aspects of a travel destination:
Similar to Houston visitors, Houston residents consider a family/children-friendly destination more important than residents outside of HoustonConsistently across all groups, value for the money ranks as the most important attribute when choosing a destination.
90% 85% 82% 85% 82% 81% 76% 73% 69% 69%61% 62%
92% 85% 85% 82% 82% 78% 79% 76%67% 66%
58% 56%
87% 85% 85% 80% 78% 78% 74% 69%61% 58% 60% 53%
Good Valuefor Money
Friendly/Welcoming
Lots to See/Do
ReasonableCosts ofHotels/Meals
GoodService
Weather/Climate
Access(Time/
Transp.)
DiningVariety
Explore/Sight-see by
Car
Somethingfor Everyone
History/Culture
Easy-to-UseWebsite
Houston Residents Other TX Residents Non-TX Residents
Attribute Importance (% Top 2 Box)Ranked by Total
Q1a/b. Abridged: Using a scale of 1 (not at all important) to 5 (extremely important) please rate the importance of each of the following attributes when selecting a destination.
54%47%
39% 38% 36% 35% 33% 28% 23% 22% 21%
50%44% 38% 36% 39% 36% 34% 28%
19% 21% 16%
47%36% 39% 42%
36%27%
34%25%
19%12% 15%
Family/Children
AccurateWebsite
Culture/Performing
Arts
Culturallydiverse
Friend/Relative
Recommend
Nightlife/Entertain-
ment
GoodReviews on
TravelWebsites
Family/ RootsThere
AlternateLifestyles OK
Acess forDisabled
Hip/Fashionable
41© TNS 2009
Preference for each Texas city Ranked by Total Importance (top 2 box)
Q2a/b. For each of the attributes mentioned below, please select the destinations you prefer . . . % selecting each city.
Although Houston stands out from other major Texas cities on many destination attributes, San Antonio excels on the attributes with the highest overall importance:
Travelers view Houston as the best place among these four cities on easily accessible, variety of dining options, cultural/performing arts, culturally diverse, family/roots there and accessible for disabled
Houston trails San Antonio on the three overall most important attributes: good value for the money, friendly/welcoming and lots to see/do
In contrast, Houston outperforms Dallas-Ft. Worth on all attributes except hip/fashionable (they tie)
Houston performs most poorly on friendly to alternate lifestyles but still reports higher scores than Dallas-Ft. Worth and San Antonio on the attribute.
Good Value for the Money (90%)
Friendly/Welcoming (85%)
Lots to See/Do (84%)
Reasonable Hotel/Meal Costs (83%)
Good Service (81%)
Weather/Climate (79%)
Easily Accessible (77%)
Variety of Dining Options (74%)
Explore/Sight-see by Car (67%)
Something for Everyone (66%)
Experience History/Culture (59%)
Accurate Website (58%)
Prefer for O/N Leisure (56%)
Good for Family/Children (51%)
Easy to Use Website (44%)
Culture/Performing Arts (38%)
Culturally Diverse (38%)
Friends/Relatives Recommend (37%)
Good Nightlife/Entertainment (34%)
Good Reviews on Travel Websites (34%)
Family/Roots There (27%)
Friendly to Alternate Lifestyles (21%)
Accessible for Disabled (20%)
Hip/Fashionable (18%)
42© TNS 2009
Preference for Houston vs. non-Texas cities Ranked by Total Importance (top 2 box)
Q2a/b. For each of the attributes mentioned below, please select the destinations you prefer . . . % selecting each city.
Relative to metropolitan cities outside of Texas, Houston’s image is the strongest on most of the destination attributes:
When it comes to good value for the money, the overall most important attribute in choosing a destination, Houston significantly outranks New Orleans, Atlanta, and Denver
Houston ties or outperforms all three non-Texas cities on every attribute except weather/climate (outranked by Denver), experience history/culture (outranked by New Orleans), good nightlife/entertainment (outranked by New Orleans), and friendly to alternate lifestyles (outranked by New Orleans).
Good Value for the Money (90%)
Friendly/Welcoming (85%)
Lots to See/Do (84%)
Reasonable Hotel/Meal Costs (83%)
Good Service (81%)
Weather/Climate (79%)
Easily Accessible (77%)
Variety of Dining Options (74%)
Explore/Sight-see by Car (67%)
Something for Everyone (66%)
Experience History/Culture (59%)
Accurate Website (58%)
Prefer for O/N Leisure (56%)
Good for Family/Children (51%)
Easy to Use Website (44%)
Culture/Performing Arts (38%)
Culturally Diverse (38%)
Friends/Relatives Recommend (37%)
Good Nightlife/Entertainment (34%)
Good Reviews on Travel Websites (34%)
Family/Roots There (27%)
Friendly to Alternate Lifestyles (21%)
Accessible for Disabled (20%)
Hip/Fashionable (18%)
43© TNS 2009
Preference for Houston Ranked by Total Importance (top 2 box)
Q2a/b. For each of the attributes mentioned below, please select the destinations you prefer . . . % selecting each city.
As expected, since a visit indicates strong interest almost by definition, those who visited Houston overnight for leisure in the past year tend to rank Houston the highest on most attributes; non-Texas residents join them in the accolades:
Past year overnight Houston leisure visitors prefer Houston as a destination more often than average for all travelers on every attribute
Non-Houston Texas residents least prefer Houston as a destination that is a good value of the money
Among all the groups tested, Houston performs best on variety of dining options.
Good Value for the Money (90%)
Friendly/Welcoming (85%)
Lots to See/Do (84%)
Reasonable Hotel/Meal Costs (83%)
Good Service (81%)
Weather/Climate (79%)
Easily Accessible (77%)
Variety of Dining Options (74%)
Explore/Sight-see by Car (67%)
Something for Everyone (66%)
Experience History/Culture (59%)
Accurate Website (58%)
Prefer for O/N Leisure (56%)
Good for Family/Children (51%)
Easy to Use Website (44%)
Culture/Performing Arts (38%)
Culturally Diverse (38%)
Friends/Relatives Recommend (37%)
Good Nightlife/Entertainment (34%)
Good Reviews on Travel Websites (34%)
Family/Roots There (27%)
Friendly to Alternate Lifestyles (21%)
Accessible for Disabled (20%)
Hip/Fashionable (18%)
44© TNS 2009
Cities “good to visit” for non-resident visitorsEvaluating city of residence:
A destination’s own residents can be the best ambassadors of the city. Houston’s populace knows the city best, often scoring Houston above the average of other cities by their residents:
Houston residents see their city as an active urban playground with above average scores for dining variety (77% Houston; 60% Other TX; 63% Non-TX), shopping (67%; 46%; 48%), lots to see/do (63%; 48%; 47%) and culture/performing arts (58%; 40%; 44%).
Similarly, Houston residents would not be as quick to recommend the city for a relaxing vacation (59%, 70%, 71%).
77%70% 69% 67% 65% 63% 63% 63% 62% 61% 61%60%
75% 71%
46% 45%
63% 66%
48%57% 53%
63%63%69% 72%
48% 48%61% 59%
47%61%
54%62%
Dining Variety Friendly/Welcoming
Family/Children
Shopping CulturallyDiverse
Good Valuefor Money
Access(Time/
Transp.)
Lots to See/Do
SummerSports/
Activities
Somethingfor Everyone
Good Service
Houston Residents Other TX Residents Non-TX Residents
Attribute Importance (% Top 2 Box)Ranked by Houston Residents
59% 59% 58% 56% 55% 55%48% 41% 40% 39% 38%
60%70%
40%51%
41% 48% 43%31%
58%
31% 30%
57%71%
44%58%
36%44% 50%
27%
50%
27% 31%
ReasonableCosts of
Hotels/ Meals
Relaxing Culture/Performing
Arts
Explore/Sight-see by
Car
Nightlife/Entertain-
ment
Acess forDisabled
History/Culture
AlternateLifestyles OK
Weather/Climate
Hip/Fashionable
GoodReviews on
TravelWebsites
Q3. Now, please think about the city where you live. Please rate how well each statement describes your city as a leisure destination for those who do not live there.
45© TNS 2009
Quality of cities as destinations
Q4. Now, we would like you to rate each of the listed cities, whether or not you live there or have visited them, on a 10-point scale (10=perfect; 1=terrible). Taking into account everything you look for in a leisure destination, how would you rate each city?
29% 36%26% 18% 28%
40%27% 29% 27% 23%
35% 32%
10% 4% 10%
13%6%
36% 38% 42% 40% 35% 34% 38% 36% 36% 40% 33% 32%
25% 17%29% 39%
23% 15%30% 25% 33% 27%
20% 31%
3%
9%10% 4% 14%
11%
5%
Houston Dallas Austin SanAntonio
NewOrleans
Atlanta Denver Total Past Yr.O/N Leisure
Visitors
HoustonResidents
OtherTexas
Residents
Non-TexasResident
Similar to attribute rankings, travelers generally rate San Antonio higher than other cities when thinking of “everything that is wanted in a leisure destination”:
Houston places fourth among the seven cities tested, falling behind San Antonio, Austin, and DenverResidents of cities outside Texas tend to rate Houston the lowest (53%)Past year overnight leisure Houston visitors rate the city higher than segments (69%).
NET Perfect + Good: 61% 55% 71% 79% 58% 49% 68% 61% 69% 67% 53% 63%
Perfect
Good
Average
Poor
Opinion of Each City Opinion of Houston
46© TNS 2009
Competitive cities visitedCompetitors:
A review of other cities visited by Houston residents, other Texas residents, or non-Texas residents who have already visited Houston within the past five years indicates that, besides their interest in Houston:
San Antonio attracts many, reigning as the most popular among Houston residents and past year Houston visitors
Dallas-Fort Worth claims the lead for non-Houston Texas residents
Non-Texas residents “vote” for New Orleans.
88%
65% 64%58%
36%
21% 20%
91%
72%
62% 64%
42%
22% 19%
78%72%
80%
64%
42%
22% 19%
32% 36%27%
38%
23%30%
68% 64% 62%
40%
26% 25%
100% 100%
Houston San Antonio DFW Austin New Orleans Denver Atlanta
Total Houston Residents Other TX Residents Non-TX Residents Houston Visitors (O/N Past Year)
Cities VisitedRanked by Total
Q5. Which of the following cities have you visited in the past 5 years?
47© TNS 2009
Value for the money - cities as destinations
Q6. Abridged: On a 10-point scale (10=excellent value; 1=terrible value) overall, how would you rate the value for the money of each city?
29% 35% 29% 23% 29% 38% 33% 29% 25% 27% 31% 29%
4% 3% 4% 5% 2%
41% 40% 43% 41% 42% 42% 42% 41% 43% 38% 42% 47%
27% 19%25% 34%
20% 16% 19% 27% 29% 31% 23% 23%
6%4%8%4%4%
7%2%
Houston(n=607)
Dallas (444) Austin(399)
SanAntonio(451)
NewOrleans(249)
Atlanta(138)
Denver(142)
Total (607) Past Yr.O/N LsVisitors(326)
HoustonResidents
(282)
OtherTexas
Residents(201)
Non-TexasResident
(124)
Overall, visitors view Texas cities as destinations with the best value for the money:
Three fourths (75%) of San Antonio visitors have a favorable image of the city's value for the money
Houston (68%) and Austin (68%) vie for second.
NET Excellent + Good: 68% 59% 68% 75% 62% 58% 61% 68% 72% 70% 65% 69%
Excellent
Good
Average
Poor
Each City Houston
48© TNS 2009
Experience in each destination city
Q7. Abridged: On a 10-point scale (10=excellent value; 1=terrible value) overall, how would you rate the experience you had in each city?
20% 23% 13% 12% 14% 15% 16% 20% 15% 21% 21% 15%
4%4%
4% 5%3%
35% 40% 39% 36% 37% 42%28% 35% 33% 34% 36% 34%
41% 32%47% 51% 43% 37%
52% 41% 48% 41% 38% 48%
4%6%6%1%4%5%
2%
Houston(n=607)
Dallas (444) Austin(399)
SanAntonio(451)
NewOrleans(249)
Atlanta(138)
Denver(142)
Total (607) Past Yr.O/N LsVisitors(326)
HoustonResidents
(282)
OtherTexas
Residents(201)
Non-TexasResident
(124)
San Antonio and Austin vie for the city with the best overall experience for visitors:
Houston drops to sixth, besting only Dallas
Among those who have visited Houston, non-Houston Texas residents rate their overall experience the lowest.
NET Excellent + Good: 76% 73% 86% 86% 80% 79% 80% 76% 81% 75% 74% 81%
Excellent
Good
Average
Poor
Each City Houston
49© TNS 2009
Likely to return to destination city
Q8. Abridged: On a 10-point scale (10=very likely; 1=not at all likely), please indicate how likely you are to return to each city for an overnight, leisure trip?
Geographical proximity influence repeat visitation:
Cities within Texas are the most likely to be revisited
Although non-Texas residents have the best experience overall, they are also least likely to return.
Very
Probably
Average
Not At All
Each City Houston
15% 18% 13% 13% 14% 15% 16% 15% 11% 14% 14% 16%8%
4% 7% 9% 10%
20% 23% 25% 20% 21% 26% 20% 20% 18% 21% 18% 19%
58% 51%58% 63% 55% 44% 55% 58% 67% 58% 59% 55%
9%15%10%4%8%9%
4%
Houston(n=607)
Dallas (444) Austin(399)
SanAntonio(451)
NewOrleans(249)
Atlanta(138)
Denver(142)
Total (607) Past Yr.O/N LsVisitors(326)
HoustonResidents
(282)
OtherTexas
Residents(201)
Non-TexasResident
(124)
NET Excellent + Good: 78% 74% 83% 83% 76% 70% 75% 78% 85% 79% 77% 74%
50© TNS 2009
Likely to recommend city as destination
21% 20% 14% 11% 14% 22% 13% 21% 17% 19% 23% 19%
7% 5% 7% 8% 8%
23% 27% 27% 26% 22% 26% 21% 23% 22% 24% 21% 25%
49% 44%58% 61%
55% 44% 59% 49% 56% 50% 49% 48%
2%9%7%
2% 8%8%
7%
Houston(n=607)
Dallas (444) Austin(399)
SanAntonio(451)
NewOrleans(249)
Atlanta(138)
Denver(142)
Total (607) Past Yr.O/N LsVisitors(326)
HoustonResidents
(282)
OtherTexas
Residents(201)
Non-TexasResident
(124)
By city:
Visitors to San Antonio most often (would) recommend the city to friends and family, followed by Austin
Houston ranks fifth, surpassing Dallas and Atlanta
Recent leisure visitors to Houston most often recommend the city to others
Texas residents outside of Houston are the least likely to Houston.
NET Very + Probably: 72% 71% 84% 87% 78% 70% 80% 72% 78% 74% 70% 73%
Very
Probably
Average
Not At All
Each City Houston
Q9. Abridged: On a 10-point scale (10=very likely; 1=not at all likely), please indicate how likely you are to recommend traveling to each city to friends/family.
51© TNS 2009
Summary of opinions/ratings about Houston
29% 29% 20% 15% 21%
36% 41% 35%20% 23%
25%27% 41%
58% 49%
8%
4%10%
4% 7%
Overall Opinion (n=607) Value for the Money(607)
Experience in Houston(607)
Likely to Return (607) Would Recommend(607)
The majority (61%-78%) of all visitors to Houston perceive the city positively on each measure:
The proportion climbs higher for the two (arguably) most important measures: positive experience in Houston (76%) and likelihood to return (78%)
Overall opinion of Houston as a leisure destination shows the most room for improvement.
NET Top Four Ratings: 61% 68% 76% 78% 72%
9 – 10 Ratings
7 - 8
4 - 6
1 - 3
Houston
Q6. Abridged: On a 10-point scale (10=excellent value; 1=terrible value) overall, how would you rate the value for the money of each city? Q7. Abridged: On a 10-point scale (10=excellent value; 1=terrible value) overall, how would you rate the experience you had in each city? Q8. Abridged: On a 10-point scale (10=very likely; 1=not at all likely), please indicate how likely you are to return to each city for an overnight, leisure trip? Q9. Abridged: On a 10-point scale (10=very likely; 1=not at all likely), please indicate how likely you are to recommend traveling to each city to friends/family.
Q4. Now, we would like you to rate each of the listed cities, whether or not you live there or have visited them, on a 10-point scale (10=perfect; 1=terrible). Taking into account everything you look for in a leisure destination, how would you rate each city?
52© TNS 2009
Next future visit to city
8% 15% 19% 26% 17% 12% 19% 8% 6% 11% 13%10%17%
28% 24% 19%43% 59%
46%
17%3% 14%
22% 12%
14% 16% 18% 21% 10% 7% 7% 14% 20% 19% 24%
56%28% 24% 20%
56%67%
76% 39% 41%
2%9%
3%4%6%
14%12%
6%15% 20% 19%
26%
5%9%
4% 3%
Houston(n=692)
Dallas (692) Austin(692)
SanAntonio(692)
NewOrleans(692)
Atlanta(692)
Denver(692)
Total (692) Past Yr.O/N LsVisitors(326)
HoustonResidents
(309)
OtherTexas
Residents(259)
Non-TexasResident
(124)
Far more travelers expect to visit Houston within the next year than any other city:
Similarly, twice as many travelers plan to visit Houston as Austin or San Antonio within the next six months
Geographically, the most likely group to visit Houston within the next six months are Houston residents.
NET <6 Months + 6 Mos. – 1 Year: 70% 45% 41% 41% 20% 11% 9% 70% 87% 81% 58% 65%
Each City Houston
Q10. Please indicate the next time you plan to visit each of the following cities?
< 6 Months
6 Mos. – 1 Year
1 – 2 Years
Over 2 YearsNo Plans to Visit
54© TNS 2009
City advertising awareness
Q11. In the past 3 months, for which of the following cities have you seen advertising?
49%
19%15% 15%
32% 32%
6% 8%
Any Ad Awareness
ANY OF7 Cities Houston Dallas/Ft. Worth Austin San Antonio New Orleans Atlanta Denver
Advertising obviously plays a role in building interest in destination selection:
All travelers: Half (49%) of all travelers recall advertising for at least one of the featured cities (Houston, Dallas/Ft. Worth, Austin, San Antonio, New Orleans, Atlanta, or Denver), with San Antonio and New Orleans generating, by far, the greatest recall (32%)
Although Houston ranks a distant third (19%), it generates slightly more awareness the its Texas neighbors: Dallas/Ft. Worth (15%) and Austin (15%)
Not surprisingly, the more distant markets, Denver (8%) and Atlanta (6%), have an even lower recall.
Each City (n=692)
55© TNS 2009
Houston advertising awareness
Q11. In the past 3 months, for which of the following cities have you seen advertising?
19%24% 24%
17%12%
Any Ad Awareness
Total Past Yr O/N Ls Visitors Houston Residents Other TX Residents Non-TX Residents
Advertising can directly influence who visits a destination and when:
Past year overnight leisure visitors to Houston are more likely to recall advertising for Houston, suggesting a correlation between advertising exposure and visitation
The closer a traveler lives to Houston the more likely they are to be aware of advertising – Houston residents are twice as likely to be aware of advertising as non-Texas residents.
Houston (n=692)
56© TNS 2009
39% 37%
13%
46%35%
7%
47%
28%
4%
44%37%
11%
34%25%
8%
51%
20%7%
35%21%
5%
Magazines Newspapers Direct Mail
City advertising awareness by mediaAdvertising recall via electronic media is more pervasive than print:
Electronic Media: Television leads as a source of ad awareness, especially for New Orleans (69%) and Houston (59%); Internet/banner ads rank a distant second among electronic forms
Atlanta and Denver utilize those (Internet/banner) and e-mail ads to a greater degree than competing cities; Houston leads in radio recall, possibly because of the strong localized market within Houston
Print Media: Magazines generate substantial awareness, but less for Houston than most competitors
Newspapers contribute to advertising recall, with Nevada and San Antonio in the lead.
59%
16% 10%19%
44%
15%7%
15%
48%
15%8%
17%
56%
9% 8% 13%
69%
14%8% 10%
49%
22% 17%5%
52%
19% 17%5%
TV Internet/ Banner E-mail Radio
Houston (n=134) DFW (101) Austin (100) San Antonio (224) New Orleans (219) Atlanta (41) Denver (58)
Each City
ELECTRONIC
Q12. Abridged: For each of the cities, please indicate what type of media you recall seeing/hearing advertising.
57© TNS 2009
39% 37%
13%
49%39%
14%
32% 35%
17%
41% 39%
7%
67%
47%
13%
Magazines Newspapers Direct Mail
Houston advertising awareness by mediaAdvertising recall within groups stays fairly consistent with a few exceptions:
Electronic Media: Houston residents have the greatest recall of both television and radio advertising, which suggests strong promotion within the city from local broadcast stations
Residents outside of Texas have a greater recall of advertising through email than any other group
Print Media: Magazines and newspapers generate the highest recall for residents outside of Texas; the lower cost of print advertising makes it attractive when targeting a broad range of people.
59%
16% 10%19%
53%
13% 13% 18%
67%
19%7%
25%
52%
14% 9% 9%
40%
7%
33%20%
TV Internet/ Banner E-mail Radio
Total Houston (n=134) Past Yr O/N Ls Visitors (n=78) Houston Residents (n=75) Other TX Residents (n=44) Non-TX Residents (n=15)*
Houston
ELECTRONIC
Q12. Abridged: For each of the cities, please indicate what type of media you recall seeing/hearing advertising.* Very small sample; treat as qualitative only
58© TNS 2009
General Advertising – By City
Travelers may positively react to destination advertising in one of three listed ways: motivate them to seek more information, convince them to book a trip, or encourage them to stay longer/visit additional attractions:
In overall positive impact, Austin (29%) and Denver (29%) lead while Houston (22%), San Antonio (22%), and Atlanta (22%) vie for third place
Austin’s advertising convinces the most travelers to visit (12%); however, low scores across the board give all destinations room for improvement. More than any other behavior, advertising causes travelers to seek more information
Ads do not affect everyone positively; potential visitors may decide not to visit (2% for Houston, not shown) or simply believe that ads do not influence them at all. Consistent with similar studies conducted by TNS, a majority (75%) of those who recall Houston’s ads deny being influenced by them.
22%
14%8% 10%
19%
12%
5%8%
29%
21%
12%7%
22%
14%10% 9%
18% 16%
5% 3%
22% 20%
5%10%
29%
22%
5%9%
NET POSITIVE IMPACT Sought More Information Convinced to Go Lengthen Stay/ Add Attractions
Houston (n=134) DFW (101) Austin (100) San Antonio (224) New Orleans (219) Atlanta (41) Denver (58)
Each City
Perceived impact of advertising – each city
Q13. Abridged: How has the advertising you have seen affected your leisure travel plans?
59© TNS 2009
General Advertising – By Group
Advertising must not only reach its audience but also have a positive impact:
Non-Texas residents reap the largest benefits from advertising, shown as those who report a positive impact (47%); past year overnight leisure visitors follow (30%)
Among most groups, ads primarily motivate travelers to seek more information; however, non-Texas residents primarily elect to lengthen their stay/visit more attractions.
Perceived impact of advertising for Houston
Houston
22%14%
8% 10%
30%18%
12% 15%17%11% 5% 8%
23% 18%11% 7%
47%
20%7%
27%
NET POSITIVE IMPACT Sought More Information Convinced to Go Lengthen Stay/ Add Attractions
Houston (n=134) Past Year O/N Ls Visitors (78) Houston Resident (75) Other TX Resident (44) Non-TX Resident (15)*
Q13. Abridged: How has the advertising you have seen affected your leisure travel plans?* Very small sample; treat as qualitative only
61© TNS 2009
Houston print advertising awareness
Q27. Below you will see 3 different print ads that advertise Houston as a leisure destination. Please indicate which, if any, of these ads you have seen before.
18%
6% 6% 3% 3% 5%
22%
9% 8% 4% 3% 6%
23%
8% 8% 4% 4% 7%15%
4% 5% 3% 2% 4%11%
5% 3% 1% 2% 2%
Any Ad Awareness Collage Beyonce and ClintBlack
ZZ Top withBackground
ZZ Top Half Page Not Sure
Total Houston Past Yr O/N Ls Visitors Houston Residents Other TX Residents Non-TX Residents
Travelers more often recall advertisements with a general message or theme rather than one that focuses on one specific graphic:
ZZ Top ads have the lowest recall rates across all groups among the ads tested
Houston residents (23%) and past year overnight Houston visitors (22%) more likely recall a Houston CVB print ad than other groups.
Awareness of Specific Houston CVB Print Ads
62© TNS 2009
Opinions/reaction to Houston CVB print ads
80%
51%33%
12%26%
13%5%
14%
9%
9%
4%
45%
Impression Likeability Future Visitation
Overall, respondents remain relatively neutral in the opinions of the Houston CVB print ads:
A large majority (80%) of travelers appear unaffected by the ads
Half (51%) of the travelers neither like nor dislike the ads
Nearly half (45%) do not believe the ads will affect their future visitation to Houston.
NET Top Two Ratings: 17% 40% 22%
Top Rating
Second
Neutral
Bottom 2 Ratings
Summary of Opinion/Reaction to Houston CVB Print Ads Base: All (692)
Q28a. Based on these print ads, how has your impression of Houston changed? Much more positive (5) to much more negative (1)Q28b. Overall, how much did you like these ads? Like them very much (5) to dislike very much (1)Q28c. Based on these print ads, how likely are you to take an overnight vacation or pleasure trip to Houston in the future? (extremely (5) to not at all likely (1).
63© TNS 2009
Impression of Houston based on print ads
80% 75% 77% 82% 80%
12% 16% 14% 9% 12%5%
6% 7%4% 3%
5%
4%4% 3% 5%
Total (692) Past Yr O/N Visitor (326) Houston Resident (309) Other TX Resident (259) Non-TX Resident (124)
Those most familiar with the city tend to be most influenced by the advertising:
The print ads most improve the impression of Houston for past year overnight leisure visitors (16% somewhat more positive, 6% much more positive); Houston residents follow closely (14%, 7%)
Residents of Texas outside of Houston are the least affected by the ads (82% neutral).
Much More Positive
Somewhat More
Neutral
More Negative
Reaction to Houston CVB Print Ads - Impression
NET Positive: 17% 21% 20% 13% 15%
Q28a. Based on these print ads, how has your impression of Houston changed? Much more positive (5) to much more negative (1).
64© TNS 2009
Likeability of Houston print ads
51% 47% 48% 56% 49%
26% 26% 29% 24% 26%
14% 18% 16%12% 12%
9%9%9% 7% 13%
Total (692) Past Yr O/N Visitor (326) Houston Resident (309) Other TX Resident (259) Non-TX Resident (124)
Travelers who have visited or live in Houston find the ads the most likable:
Past year overnight leisure visitors to Houston most frequently like the ad very much (18%)
Houston residents have the overall highest positive reaction to ads’ likeability (45% like very much/somewhat)
In contrast, more residents outside of Texas dislike the ads (13%).
Like Very Much
Somewhat
Neutral
Dislike Ads
Reaction to Houston CVB Print Ads - Likeability
NET Positive: 40% 44% 45% 36% 38%
Q28b. Overall, how much did you like these ads? Like them very much (5) to dislike very much (1).
65© TNS 2009
Print ad impact of taking vacation to Houston
33% 39% 31% 32% 40%
13% 19% 15% 10% 13%
9%14%
12%7% 7%
51%29%45% 42% 41%
Total (692) Past Yr O/N Visitor (326) Houston Resident (309) Other TX Resident (259) Non-TX Resident (124)
Overall, the print ads do not influence future visitation for the majority of travelers:
Only about one in five (22%) believes that the ads will encourage them to visit Houston
As seen with the other ad measures, past year overnight leisure visitors to Houston continue to be most influenced by print advertising -- twice as many expect to visit Houston as a result of the ad (33%) than non-Houston Texas residents (17%).
Extremely Likely
Very
Somewhat
Not Likely
Reaction to Houston CVB Print Ads – Influence on Future Vacation
NET Positive: 22% 33% 27% 17% 19%
Q28c. Based on these print ads, how likely are you to take an overnight vacation or pleasure trip to Houston in the future? (extremely (5) to not at all likely (1).
66© TNS 2009
Houston TV commercial awareness
Q30. Have you seen this commercial before on TV?
5% 6% 9%3% 1%
Any Ad Awareness
Total Houston Past Yr O/N Ls Visitors Houston Residents Other TX Residents Non-TX Residents
Houston residents remember the TV commercial more than other groups, underscoring the effectiveness of local “recruiting”:
Houston residents (9%) and past year overnight leisure visitors (6%) most often notice the commercial
Texas residents outside of Houston (3%) and non-Texas residents (1%) trail.
Awareness of Specific Houston CVB TV Commercial
67© TNS 2009
Opinions/reaction to Houston CVB TV commercial
55%
20%31%
26% 28%17%
16%
43%
13%
8%
3% 39%
Impression Likeability Future Visitation
Overall opinions of the TV commercial are markedly more positive than the print ads:
Houston’s TV commercial improves perceptions of Houston more than twice as often as the print ads (42% vs. 17%)
Nearly three quarters (71%) of travelers like the ad (40% for print)
Fewer than one in four (22%) travelers believe they would be more likely to visit Houston based on the print ads, but nearly a third (30%) feel that way about the TV commercial.
NET Top Two Ratings: 42% 71% 30%
Top Rating
Second
Neutral
Bottom 2 Ratings
Summary of Opinion/Reaction to Houston CVB TV Commercial Base: All (687)
Q31a. Based on this commercial, how has your impression of Houston changed? Much more positive (5) to much more negative (1)Q31b. Overall, how much did you like this commercial? Like them very much (5) to dislike very much (1)Q31c. Based on this commercial, how likely are you to take an overnight vacation or pleasure trip to Houston in the future? (extremely (5) to not at all likely (1).
68© TNS 2009
Impression of Houston based TV commercial
55% 49% 56% 55% 54%
26% 27% 23% 28% 29%
16% 19%19% 14% 13%
3%4%3%
3%4%
Total (687) Past Yr O/N Visitor (323) Houston Resident (306) Other TX Resident (258) Non-TX Resident (123)
The commercial’s impact on impressions of Houston stays relatively consistent across all groups:
Houston residents, Texas residents outside of Houston, and non-Texas residents report similar positive reactions to the TV commercial (41%, 42%, 42% much more positive/somewhat more positive).
Much More Positive
Somewhat More
Neutral
More Negative
Reaction to Houston CVB TV Commercial - Impression
NET Positive: 42% 46% 41% 42% 42%
Q31a. Based on this commercial, how has your impression of Houston changed? Much more positive (5) to much more negative (1).
69© TNS 2009
Likeability of Houston TV commercial
20% 16% 20% 21% 20%
28% 26% 26% 30% 33%
43% 48% 47% 41% 37%
9%10%8% 7% 10%
Total (687) Past Yr O/N Visitor (323) Houston Resident (306) Other TX Resident (258) Non-TX Resident (123)
Likeability measures also show a consistent appeal to all groups:
Roughly three quarters (70%-75%) of all groups find the commercial to very or somewhat likeable
The commercial most polarizes those who had visited Houston overnight for leisure within the past year (48% like very much, 10% dislike ad), possibly reflecting/not reflecting their personal experience in Houston on their recent overnight leisure trip.
Like Very Much
Somewhat
Neutral
Dislike Ads
Reaction to Houston CVB TV Commercial - Likeability
NET Positive: 71% 75% 73% 71% 70%
Q31b. Overall, how much did you like this commercial? Like them very much (5) to dislike very much (1).
70© TNS 2009
TV commercial impact of taking vacation to Houston
31% 32% 28% 33% 35%
17% 26% 17% 16% 18%
13%
19%16% 10% 11%
36%38%39% 24%
41%
Total (687) Past Yr O/N Visitor (323) Houston Resident (306) Other TX Resident (258) Non-TX Resident (123)
Travelers who have already been to Houston most likely expect to return based on the commercial:
Nearly half (45% extremely likely/very likely) of previous overnight leisure visitors to Houston expect to return based on the TV commercial, in contrast to 33% of the same group based on the print ads
Texas residents outside of Houston seem least influenced by the commercial (41% not likely).
Extremely Likely
Very
Somewhat
Not Likely
Reaction to Houston CVB TV Commercial – Influence on Future Vacation
NET Positive: 30% 45% 33% 26% 29%
Q31c. Based on this commercial, how likely are you to take an overnight vacation or pleasure trip to Houston in the future?
71© TNS 2009
Total advertising impact on Houston visitation
5%
0%
10%
2%0%
5%
4% 6%
5%
3%
9%
20%
9%10%
8%
Total (692) Past Year HoustonVisitors (326)
Houston Residents(309)
Other TX Residents(259)
Non-TX Residents(124)
Since the primary goal of advertising is to convert potential travelers to visitors, looking beyond simple awareness becomes important:
Advertising appears very effective for both Houston and Other Texas residents – encouraging roughly one out of 10 to visit
Thus, although overall awareness of the ads appears much stronger in Houston (26%) than elsewhere in Texas (16%), the actual ability of the ads to lure tourists is quite similar proportionately.
Two caveats – this measure combines the features of current advertising with past travel – so it really measures Houston’s ongoing awareness and effectiveness, rather than these specific ads and three of the measures, by definition, includes travelers, so the effectiveness looks much stronger than would be expected (Past Year Houston Visitors, Non-Texas Residents, and Total).
NET Aware: 19% 24% 26% 16% 11%
Aware, Pos. Impact, and Visited
Aware and Positive Impact
Aware Only
Q14. Please indicate the total number of overnight leisure trips you have made to the Houston area in the past 12 months.Q27. Below you will see 3 different print ads that advertise Houston as a leisure destination. Please indicate which, if any, of these ads you have seen before.Q28c. Based on these print ads, how likely are you to take an overnight vacation or pleasure trip to Houston in the future? (extremely (5) to not at all likely (1).Q30. Have you seen this commercial before on TV?Q31c. Based on this commercial, how likely are you to take an overnight vacation or pleasure trip to Houston in the future?
73© TNS 2009
65%
40%
60%
26%
60%
29%20%
60%
38%
61%
29%
62%
30%20%
67%
37%
60%
24%
62%
30%20%
68%
42%
61%
24%
59%
27% 20%
52%42%
57%
36%
59%
33%20%
Where to Stay Where to Eat What to Do RecommendLocal/ Insider Tips
Savings/ Value Events Tours/ Itineraries
Total (n=692) Past Year O/N Ls Visitors (326) Houston Resident (309) Other TX Resident (259) Non-TX Resident (124)
General Website FeaturesMany travelers find it important to research their travel destination, especially those with which they are unfamiliar. Travel destination websites provide a wealth of information whenever a traveler needs it. Results indicate that, regardless of group, most travelers look for the same things in a destination website:
Ranked as 1-3: Travelers consistently rank where to stay, what to do, and savings/value as the most important destination website features; travelers seek unbiased resources of basic information
Top Rank Only: The top ranking mimics the importance of features ranked 1-3 with saving/value leading slightly. In context of the economic climate, it is not surprising that travelers want to know how to best spend their travel dollar.
Most important features on website
% Rank
Q13a. Abridged: Now, we would like you to consider travel destination websites. Please choose the 7 most important features on a travel destination website and rank them in order of importance (1=most important; 7 least important)?
23%
4%
25%
6%
29%
7% 6%
24%
3%
24%
8%
28%
7% 6%
25%
4%
24%
5%
30%
7% 6%
24%
3%
27%
7%
28%
6% 6%19%
4%
24%
11%
28%
10% 4%
Where to Stay Where to Eat What to Do RecommendLocal/ Insider Tips
Savings/ Value Events Tours/ Itineraries
Ranked as 1-3
Top Rank (#1) Only
74© TNS 2009
General Website Features
Most respondents rank the already listed website features as most important to them in a travel website. Unaided feature characteristics vary widely, but include more informational content and website functionality:
Other important features on Websites
Q13b. What other feature is important on travel destination websites?
Other Features Cited as Important
Weather
Ease of use/navigation
Local maps
Information tailored to the business traveler
75© TNS 2009
Houston websites visited
Q19. Which of the following websites for the Greater Houston Convention and Visitors Bureau, if any, have you visited in the past 12 months?
12%3% 4% 0% 0% 0%
6%
15%
4% 5%1% 1% 0%
8%15%
3% 6%0% 0% 0%
7%6%1% 2% 1% 1% 0% 4%
14%6%
1% 0% 0% 0%7%
Any websitevisitation
VisitMyHouston VisitHoustonTexas
VisitaHoustonTexas
Houston Reunions AskVeronica Unsure
Total (692) Past Yr O/N Ls Visitors (326) Houston Residents (309) Other TX Residents (259) Non-TX Residents (124)
Most website users are unsure which link they used to access the Greater Houston CVB website:
Non-Texas residents most often remember going to VisitMyHouston while Houston residents most often go to VisitHoustonTexas
Travelers rarely recall visiting VisitaHoustonTexas, HoustonReunions, and AskVeronica
Not surprisingly, those who live in Houston or have visited are the most likely to have used the website.
Houston (.com) Websites
76© TNS 2009
Houston website discovery
Q20. Please indicate how you found out about the Greater Houston Convention and Visitors Bureau’s website?* Very small sample; treat as qualitative only
16%11% 13%
31%39%
6%16% 13% 13%
29%
41%
8%18%
6%12%
41%
29%
0%
Friends/ Family TV Commercial Magazine/Newspaper Ad
Looked Via SearchEngine
Browsing the Internet Other
Total Website Visitors (80) TX Resident (63) Non-TX Resident (17)*
Most travelers find the Greater Houston CVB website via the Internet:
Regardless of residency, both Texas and non-Texas website users most often find the website through a search engine or while browsing the Interne
Almost half (41%) of Non-Texas residents use a search engine showing specific intent to find the site
Conversely, almost half (41%) of Texas residents find the site while browsing the Internet, possibly linked while browsing other area attractions.
Website Visitors’ Source of Information
77© TNS 2009
40% 29%46%
33% 43% 40% 39% 41% 29% 35% 31%
24%24%
23%23%
23% 20% 20% 20%19%
19% 19%
DetailedEnough
Easy toForward
Website Infoto Others
GoodImpression of
Houston
Helps PlanTo/Fro
Houston
Helps ChooseRestaurants
HomepageUnderstand-
able
Helps ChooseLodging
HelpfulSuggestions
& Tips
EasyFeedback
From WebsiteReps
Easy/Convenient toBook on This
Site
ConfidentPurchasingon This Site
36% 41% 38% 38% 40% 35% 44% 45% 36% 35% 30%
35% 30%29% 28% 28%
28%26% 25%
25% 25%25%
Communi-cates
Houston'sQualities
Helps ChooseAttractions,Events, etc.
Shows MyInterests
SensiblyOrganized
Useful Maps Makes MeWant to Visit
Houston
EffectivelyDescribes
Attractions,etc.
Easy to Use Good Balance GoodContract Info
Save Money
Agree Completely
Agree Somewhat
Characteristics/features of Houston’s website
Q21. How much do you agree or disagree with the following statements regarding Greater Houston CVB website’s characteristics or features?
At least half of website users agree with most statements about the Greater Houston CVB website’s characteristics or features:
Houston’s website performs exceedingly well on communicating and strengthening Houston’s image, promoting local attractions, and ease of use
Areas with the most room for improvement tend to center around functionality: getting feedback from website representatives, ability to book/purchase, and forwarding information to others.
NET Agree: 71% 71% 66% 65% 68% 63% 70% 70% 61% 60% 55%
NET Agree: 64% 53% 69% 55% 65% 60% 59% 61% 48% 54% 50%
78© TNS 2009
What the website says about Houston
Q22. What does the Greater Houston Convention and Visitors Bureau web site tell you about Houston?
From the website, most users “take away” the variety of activities available in Houston:
Travelers perceive lots to see/do as the main message of the Houston website with friendly people, something for everyone, cultural/performing arts, and family activities and museums completing the top five
Most “atmospheric” imagery falls into the lower half.
58% 55% 55%33% 33% 28% 23%
Culturally Diverse Good Value for Money Fun Big City/ Small TownAtmosphere
Hip/ Fashionable Easy to Access forDisabled
Unlike Any Place Else
66% 65% 65% 64% 63% 60%
Lots to See/Do Friendly People Something for Everyone Culture/ Performing Arts Family Activities &Museums
Exciting UrbanExperiences
79© TNS 2009
Satisfaction with Houston website
21% 22% 18%
2%
28% 29% 24%
50% 48% 59%
1% 0% 0% 0% 0%
Total Website Visitors (80) Website Visitors from TX (63) Website Visitors Non-TX (17)*
Satisfaction levels of the website remains strong across all users:
Over three quarters (78%) of website users are very satisfied to somewhat satisfied with the website
The website most satisfies (82% very satisfied/somewhat satisfied) residents outside of Texas, possibly because they search for more general information while those within Texas are more familiar with the city.
NET Satisfied: 78% 76% 82%
Q23. What is your overall satisfaction with the Greater Houston CVB website?* Very small sample; treat as qualitative only
Very Satisfied
Somewhat
Neutral
Somewhat Not
Very Dissatisfied
80© TNS 2009
Houston’s website competitive comparisonAlthough a majority of website visitors outside of Texas are very satisfied with the Houston's website, they are least likely to rank the website as being much better or somewhat better than similar websites for city destinations.
NET Better: 54% 56% 47%
Q24. How well does the Greater Houston CVB’s website compare to similar websites for city destinations? * Very small sample; treat as qualitative only
Much Better
Somewhat
Comparable
Somewhat Worse
Much Worse
Do Not Know: 8% 6% 12%
38% 37% 41%
1% 2%
30% 27%41%
24% 29% 6%
0% 0% 0% 0%
Total Website Visitors (80) Website Visitors from TX (63) Website Visitors Non-TX (17)*
81© TNS 2009
In general, most website users express overall satisfaction with the site, even when reflecting on possible improvements. While suggestions vary, the desire for more coupons/discount packages emerges as the strongest theme.
Website features to improve
Q25. What features or sections should the website improve?
Website Features to Improve
More coupons/discount packages
How to get around the city/avoid construction
Weather
Keep users updated on current events
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Website users may positively react to Houston’s website in one of three listed ways: content may motivate them to seek more information, convince them to book a trip, or encourage them to stay longer/visit additional attractions:
In overall positive impact, non-Texas residents (65%) are most positively affected by Houston’s website
The website causes users to seek more information more than twice as often as convincing them to go or lengthening stay/adding attractions
The website dose not affect everyone positively; potential visitors may decide not to visit (4% for total website visitors, not shown) or simply believe that the website did not influence them at all (48%).
Perceived impact of Houston’s website
Houston’s Website
49%35%
14% 11%
44%32%
14% 10%
65%
47%
12% 18%
NET POSITIVE IMPACT Sought More Information Convinced to Go Lengthen Stay/ Add Attractions
Total Website Visitors (n=80) TX Residents (n=63) Non-TX Resident (n=17)*
Q26. How did your visit to the Greater Houston CVB website affect your leisure plans?* Very small sample; treat as qualitative only
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Trips to Houston
Q14. Please indicate the total number of leisure trips you have made to the Houston area in the past 12 months.
Total (n=692)
Past Yr. O/N Leisure Visitors
(n=326)
Houston Residents (n=309)
Other Texas Residents(n=259)
Non-Texas Residents(n=124)
Day Trips
NET Any 45% 55% 64% 32% 26%
Mean (Inc. 0) 2.9 3.8 4.8 1.6 0.8
Mean (Excl. 0) 6.4 6.9 7.5 4.9 3.2
Overnight (O/N) TripsNET Any 47% 100% 31% 55% 69%Mean (Inc. 0) 1.8 3.8 1.7 1.7 2.3Mean (Excl. 0) 3.8 3.8 5.5 3.1 3.3
Logical Patterns Occur for Types of Trips to Houston:
Living within close proximity to city events and attractions, Houston residents take six times the average number of day trips to Houston as residents outside of Texas, while also taking the most number of day trips overall.
Although fewer stay in Houston overnight, Houston residents who do spend the night there stay most often, possibly with friends or family that they likely have in the area.
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Recency of last overnight leisure trip to Houston
8% 6% 8% 12%
18%27%
13%
3%
15% 19% 9% 15%
47%100%
31% 55%69%
15%13% 16% 1%
Total (692) Past Yr. O/N LsVisitors (326)
Houston Residents(309)
Other TexasResidents (259)
Non-Texas Resident(124)
By design, non-Texas residents must have visited Houston in the past five years, either for business or leisure with no overnight stay required. That said:
Over half (55%) of Texas residents outside of Houston stayed overnight within the past 12 months.
Houston residents have the fewest trips with over a fourth (27%) claiming never to have taken an overnight leisure trip to Houston.
NET: Within Past 2 Years: 62% 100% 51% 65% 84%
Q15. When was your last overnight leisure trip to the Houston area?
Within Past 12 Months
1 – 2 Years Ago
3 – 5 Years Ago
6+ Years Ago
Never
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0%
5%
10%
15%
20%
25%
30%
35%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Total Houston Visitors (570)Past Year Visitors (326)Houston Residents (225)Other Texas Residents (225)Non-Texas Residents (120)
Timing by Month
A gradual increase in Houston visitation occurs throughout the spring and peaks in the summer months (June through August), followed by a sharp drop in fall:
Houston residents take an overnight trip to the city most often in August, while the average of all visitors peaks in July
Visitors residing outside of Texas enjoy the city more consistently in the late winter and early spring than most Huston travelers.
Timing of last visit to Houston
Q16. What was the month of your last overnight leisure trip to the Houston area?
87© TNS 2009
$21 $25 $18 $50$46
$42$82 $100 $81
$79
$91
$113$120
$79$76
$249$97$109
$88$85
$138
$92$89
$88$71
$138
$18$17$21$20$19 $16$12$17$15$15 $9$32$47$40
Houston Visitor (570) Past Year Visitor (326) Houston Resident (225) Other TX Resident (225) Non-TX Resident (120)
Lodging
Meals
Transport. TO/FRO Houston
Shopping
Entertainment
Transport. IN Houston
Outdoor Recreation
Other
Overnight spending amounts to visit HoustonImportant points from the overnight spending categories for the group include:
With more spent on lodging and transportation non-Texas residents nearly double spending by their Texas resident counterparts. Even when excluding transportation to and from Houston, non-Texas residents still spend notably more than the average Houston traveler.
Overnight visitors living in Texas but outside of Houston spend the least in every category and, consequently, have the lowest overall average spending.
Total Travel Party Overnight Spending on Last Trip to Houston(Column Height Impacted by Expenditure)
Q17. Please estimate the dollars your travel party spent for each of the categories below on your last overnight leisure trip to Houston?
$479 $524 $438 $380 $741 Average Total Spending$365 $404 $359 $304 $492 Average Total Spending exc. Travel
To/Fro Houston
88© TNS 2009
Satisfaction with Houston visit
24%15% 23% 27% 21%
44% 50% 41% 44% 52%
26%32%
29% 23%26%
6%
3%5% 7%
2%
Total Houston Visitors(570)
Past Year HoustonVisitors (326)
Houston Residents (225) Other TX Residents(225)
Non-TX Residents (120)
Houston satisfies a large majority of its overnight leisure visitors:
Past year leisure visitors report the highest satisfaction ratings (82% extremely satisfied/very satisfied)
As seen consistently in image and satisfaction levels, Texas residents outside of Houston tend to rate Houston lower than the other groups; the attitude remains the same even if they have visited Houston for leisure overnight.
NET Top Four Ratings: 71% 82% 70% 67% 78%
Extremely
Very
Somewhat
Not Pleased
Houston
Q18. Overall, how pleased were you with your last overnight leisure trip to the Houston area?
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General Comments
The majority of travelers commend Houston as a travel destination. Most comments center around Houston as a great place for families, either to visit family or travel there together:
“Full of family and friends how could any place be better?”
“Great town, have family there, love to visit all the time.”
“I love Houston. I lived and worked there for many years. People are generally friendly and helpful and I have lots of friends and relatives that still reside there.”
“I travel to Houston to visit and stay with my sisters and their families there. I like it so much that I'm considering moving there. I agree with ZZ Top.”
“There are lots of things to do for families. There is the Houston Zoo which is wonderful, there is NASA, a Children's Museum, and the beach isn't far up the road.”
Comments regarding Houston
Q32. Please share below any additional comments you may have regarding Houston, TX as a travel destination?
Common comments regarding Houston
Go to visit friends/family A good place for families
There is a lot to do/something for everyone Hard to get around the city (poor traffic/signage)
There are a variety of good dining options Poor weather