Horizons 2015 Media Kit 6October 2014

AAA Member Demographics

Age and Gender Household Income

$109,200 $84,400

Average Income Median Income

Marital Status

Married

Widowed

Separated/Divorced

Single (never married)

58%

14%

10%

12%

Occupation

60%Professional/Manager

Main Residence

$445,900 $355,100

Average Value Median Value

18% 82%

Rent Own

Visited AAA branchVisited magazine/club website (or AAA.com) Planned/modified existing travel plansCalled AAA Travel counselorVisited advertiser’s websiteCalled a toll-free numberCalled advertiser directly(Source: 2013 GfK MRI Subscriber Study)

33.5%29.0%

9.9% 9.1%7.6%6.4%3.4%

Horizons readers are loyal and engaged

18-347.3%

35-5437.7%

55+55.4%

65+28.0%

38% 62%

Median Age

57

Education

Some College4 Years+

Bachelor’s Graduate30% 24%

54% 83%

Horizons 2015 Media Kit 7October 2014

AAA Member Travel Habits

Travel ComparisonUS HH Horizons HH

Took Trips 50.9% 74.0%

Plane Trips 42.2% 62.3%

Used Rental Car 9.5% 25.8%

Casino Gambling 15.6% 27.8%

Cruises 8.4% 19.6%

Bus Trips 2.1% 11.2%

Motor Home 1.7% 3.9%

Railroad Trips 1.9% 14.0%

Stayed at a hotel forBusiness and/or Vacation

Foreign Travel: Last three years

Owns a valid passport

Took a foreign trip in last 3 years

46%72%

74%

60.7% 21.5%

12.5

8.0 16.7

Average number of nights per year

Vacation Business

Average nightsper year

Average nightsper year

Quick Facts

85%Traveled by car

77%Took

Weekend trips

$2,800Avg amount

spent on trip

Business/PersonalBusinessPersonal

98.0%

23.1%10.5%

$

$

$

$

74%Took Vacations

International Places Visited (last 3 years)Activities: Last 12 months

44%HISTORIC

SITES

52%BEACH

29%NATIONAL

PARKS

24%THEMEPARKS

18%ART

GALLERIES

16%SPA

12%GOLF

Canadian Provinces Visited (last 3 years)29.4% Canadian Provinces

Ontario 14%

Pacific Provinces4%

Atlantic Coast Provinces

8%

Quebec 9%

Heartland Provinces 2%

Horizons 2015 Media Kit 8October 2014

AAA Regional Travel

Source of information when planning a domestic or foreign trip

Top U.S. areas visited in the past year

74%of Horizons readers took at least one overnight domestic trip in the past year.

Friends or Relatives 49.0%

Horizons Magazine 29.4%

Other Magazines/Newspapers 24.0%

AAA Website 17.1%

Direct from Travel Provider 22.6%

AAA Travel Agency 17.8%

Books 14.5%

Television 12.6%

Connecticut Connecticut Casinos 18.3%

Mystic/Eastern CT 16.8%

Hartford 10.8%

Florida Orlando 8.3%

Maine Sea Coast 21.3%

Massachusetts Boston 47.2%

Cape Cod 43.0%

Berkshires 15.5%

Martha’s Vineyard/Nantucket 12.1%

Plymouth County 7.8%

Pioneer Valley/Springfield 4.8%

New England Ski Areas 15.4%

New Hampshire White Mountains 18.1%

New York New York City 26.2%

Long Island 5.7%

Finger Lakes Region 4.8%

Lake George/Saratoga 4.7%

Niagara Falls 3.4%

Pennsylvania Philadelphia 5.1%

Dutch County/Hershey 2.9%

Rhode Island Newport 26.3%

Providence 23.5%

Virginia Williamsburg 1.4%

Horizons 2015 Media Kit 9October 2014

AAA Travel Planning and Booking

Readers of Horizons most often look to the magazine for travel-related information. This is evident from the 40% of readers who use magazines when planning a trip.

86%

62%

11%14%

4%

Method of transportation when taking a trip

Method readers use to make reservations or buy tickets for trip

Direct from Travel Provider 60.8%

AAA Travel Agency 18.5%

AAA website 6.9%

Other Travel Agency 15.5%

How long before traveling do you typically book your trip?

75.9% 6 Months or less

50.0%

23.6%

2.2%

3-6 Months before traveling

Less than 3 monthsmore than one week

One week or less