aarp travel research: national parks...ideal age for children to visit a national park is between 7...

AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved

Travel Research:National Parks

March 2016

Contact Vicki Gelfeld, [email protected], for more informationhttps://doi.org/10.26419/res.00120.001


Table of Contents

2

2016 National Parks

Executive Summary 3

Audience Profile 6

Popular Parks & Their Impact 11

Today’s National Park Visitors 20

Tomorrow’s National Park Visitors 39

Generational Perceptions 49

Appendix 53

Methodology

AARP Research Center Team


Executive Summary

3

Overall Findings

• 70% of those 18+ have visited a National Park in their lifetime.

• 71% of visitors first experienced a park when they were a child, before the age of 18. The perceivedideal age for children to visit a National Park is between 7 and 17 years of age.

• Baby Boomers have had the most experience visiting National Parks, seeing an average of 14 parkscompared to 7 for GenXers and 5 for Millennials.

• Visiting National Parks is more about seeing a natural wonder, relaxing and getting some fresh air,more so than making a conscious effort to create memories for children.

• The Grand Canyon, Yosemite, and Yellowstone are the parks visited the most, but also popular are themonuments and memorials found in Washington, D.C.

• National Park trips are typically taken during Summer Vacation (39%).

• The average National Park trip is approximately 3 days long, however, the top change they would maketo their trip, if any, would be to stay longer.

• 61% of the U.S. Pop, 18+, plan on visiting a National Park in the next two years.

• National Parks are most often described as Breathtaking (19%), Beautiful (16%), Scenic (15%), orMajestic (13%).


Executive Summary

4

Generational Differences

• The incidence of National Park visitation varies significantly by generation.

– 66% of Millennials– 65% of GenXers– 75% of Baby Boomers

• But is it because of time/opportunity or lifestyle/preferences? The data would suggest that it might bea little bit about both.

– Baby Boomers have had more time to go to more parks– Baby Boomers report higher satisfaction on National Park trips– Baby Boomers are more likely to recommend such a trip to others

• Among those who have visited a National Park, Millennials (81%) are more likely than Baby Boomers(69%) to have first visited a park when they were a child (<18 yr. old).

• That said, Millennials are least likely to have taken children on such trips (19%) compared to GenXers(54%) and Baby Boomers (77%); but again, age and time are likely the impetus here as Baby Boomershave the most time/opportunity to go with children and grandchildren.

• Types of National Parks visited vary slightly by generation; Baby Boomers take in more parks with longscenic drives as part of the trip, GenXers focus on parks suitable for the whole family, while Millennialsappear to be more engaged with parks and sites with US history than the older generations.


Executive Summary

5

Generational Differences

• Baby Boomers (90%) and GenXers (89%) report higher levels of satisfaction with their most recentNational Park trip compared to Millennials (84%). That said, the majority of recent visitors (83%),regardless of age, are planning to visit another park in the next 2 years.

• The top National Park activities by generation are:

— ~3%: the percent of Millennials and GenXers whothink Baby Boomers would hike during a NationalPark trip; 45% - the percent of Baby Boomers whoactually do hike during a National Park trip!

Millennials GenXBaby

Boomers

Sightseeing Sightseeing Sightseeing

Hiking Hiking Scenic Drives

WildlifeObservation

Museums/Picnics

Hiking


SIZING UP THEAUDIENCE

6


National Parks Travel Audience

S9: Please indicate the types of National Parks you have visited in the past, if any. Base: Screener, 18+Travelers (n=6,387)Q2: How old were you when you first remember visiting a National Park? Base: Total Visitors Unweighted (n=2,052)S11: Do you have any plans of visiting a National Park in the next two years? Base: Screener, 18+Travelers (n=6,387)

18+ Traveler(n=6,378)

Past Visitor27%

• Among the 18+ travel audience, 7 out of 10 claim to have visited a National Park in their lifetime.

• Over half of the U.S. 18+ traveling audience plan on visiting a National Park in the near future.

Dreamer100%

7

Recent Visitor (2 yr.)43%

Will Go Nx 2 Yrs51%

Net Opportunity

14% 36%+ = 61%

Have Visited70%

Have Not Visited30%

Will Go Nx 2 Yrs84%

11%

Will Go Nx 2 Yrs38%

Went As AChild71%


National Park Disposition by Generation

8

• Baby Boomers have the highest incidence of visiting a National Park.

• That said, Millennials are more likely than Baby Boomers to have gone as a child.

• The composition of future park visitors is likely to skew over 35 yrs. of age.

* Indicates a significant difference at 95% between generational segments

Total** Millennials GenXBaby

Boomers

Base: Total Population (18+ Travelers) 6,378 1,649 2,063 1,950

Ever Visited a National Park

Yes 70% 66% 65% 75%*

No 30% 34%* 35%* 25%

Base: Total Respondents 2,333 408 602 637

Segment Composition (horizontal percentages)

Past Visitor (n=670) 34% 24% 39%* 37%*

Recent Visitor (n=1,154) 54% 32% 35%* 33%

Dreamer (n=244) 12% 39%* 39%* 22%

Base: Total Visitors 2,052 527 667 631

Went as a Child (<18 yrs old)

% Yes 71% 81%* 78% 69%

Base: Total Respondents 2,333 620 762 685

Composition of Future Intenders (horizontal percentages)

Plan to Visit in Next 2 Years (n=1,577) 74% 32% 37%* 31%

** Unweighted, Includes those 70+


Profile By Type of Visitor

9

• Among those who have either visiteda National Park in the past or dreamabout visiting one in the near future,only a few demographic differencesarise.

– As might be expected, Past andRecent Visitors are more likely to beolder, while Dreamers are younger.

– The data indicates that AfricanAmericans and Hispanics areparticularly interested in future parkvisitation.

– Those from the South, possibly due toproximity, are the least likely to havevisited a National Park in the past.

* Indicates a significant difference at 95% between segments

PastVisitor

RecentVisitor Dreamers

Base: Total Respondents 789 1,263 281

Gender

Male 46% 54% * 47%

Female 54% * 46% 53% *

Age

18-34 20% 29% * 32% *

35-44 20% 21% 29% *

45-50 11% 11% 13%

51-59 15% 15% 13%

60-69 16% * 15% * 9%

70+ 18% * 10% * 5%

Ethnicity

Caucasian 56% * 51% * 32%

Black 14% 12% 31% *

Hispanic 17% 18% 24% *

Asian 9% 13% 10%

Other 4% 5% 3%

Region

Northeast 19% 21% 16%

Midwest 22% 21% 20%

South 36% 32% 43% *

West 23% 26% 21%

Employment

Employed 60% 69% * 65%

Not working/Homemaker 11% * 7% 16% *

Student 2% 3% 3%

Retired 28% * 22% * 16%

Presence of Children - % yes

Under 18 28% 36% * 46% *

Over 18 15% 18% 15%

Grandchildren 32% * 28% 23%


**


Recent Visitor Summary

10

• Among those who have visited aNational Park in the past 2years, a majority of them hadvisited a park as a child.

• Although most visit a NationalPark with family, Millennials areslightly more likely than theolder generations to make it atrip with friends.

• Recent visitors are very likely torecommend parks to others andvery likely to go again in thenear future.

• That said, not all of them areopen to volunteering;Millennials and GenXers aremore likely than Baby Boomersto indicate they would beinterested in it.


Total Millennials GenXBaby

Boomers

Base: Recent Visitors (Past 2 years) 1,263 364 408 382

Gender

Male 54% 52% 54% 52%

Female 46% 48% 46% 48%

Park Experiences

Visited as a child 72% 77% 80% 73%

Last time they went

Within the past year 56% 65% * 60% * 48%

One to two years ago 44% 35% 40% 52% *

Who They Went With

Family 84% 81% 87% * 84%

Friends 20% 22% * 15% 19%

Future Intent

Plan to Visit in Next 2 years (% yes) 83% 86% * 86% 81%

T2B Likely to Volunteer 35% 45% * 38% * 27%

T2B Likely to Recommend 96% 95% 96% 99% *

**



POPULAR PARKS& THEIR IMPACT

11


National Parks – Images Inspired

Base: Total Respondents Unweighted (n=2,333)Q1: When you think about visiting a ‘National Park’, what is the first visual that comes to mind?

12


Most Popular National Parks

13

Top 10 National Parks Visited / Plan to Visit

• The most frequently cited park visits are to Grand Canyon, Yosemite, and Yellowstone.

• Visits to Washington, D.C. also appear popular, giving respondents access to a number ofmemorials and monuments.

4%

1%

2%

3%

0%

11%

10%

1%

3%

19%

13%

13%

16%

16%

17%

18%

18%

21%

22%

28%

Acadia National Park

Vietnam Memorial

Statue of Liberty

Blue Ridge Parkway

White House

Yellowstone

Yosemite

Washington Monument

Lincoln Memorial

Grand Canyon

Total Visitors (n=2,052) Total Dreamers (n=281)

Base: Total Respondents Unweighted (n=2,333)S12: Which National Park(s) have you visited in the past/plan to visit within next 2 years?

Average # of Parks Visited

Mill.

5

GenX

7

BB

14


Most Popular National ParksAmong Visitors - By Generation

Base: Total Generational Visitors (n=1,825); Does not include those 70+S12: Which National Park(s) have you visited in the past?*Incidence for Abraham Lincoln Birthplace may be inflated due to its placement alphabetically at the top of the full list of National Park System Units.

14

Millennials (n=527)

1 Grand Canyon (18%)

2 Lincoln Memorial (15%)

3 Washington Monument (14%)

4 Yellowstone (13%)

5 Yosemite (13%)

6 White House (12%)

7 Abraham Lincoln Birthplace* (12%)

8 Statue of Liberty (10%)

9 Gettysburg (10%)

10 WW II Memorial (9%)

GenX (n=667)

Grand Canyon (27%)

Lincoln Memorial (19%)

Washington Monument (17%)

Statue of Liberty (14%)

White House (14%)

Yellowstone (14%)

Yosemite (13%)

Vietnam Veterans Memorial (12%)

Abraham Lincoln Birthplace* (12%)

Great Smoky Mountains (10%)

Baby Boomers (n=631)

Grand Canyon (37%)

Lincoln Memorial (31%)

Washington Monument (31%)

Blue Ridge Parkway (27%)

White House (25%)

Yellowstone (23%)

Yosemite (22%)

Statue of Liberty (22%)

Vietnam Veterans Memorial (22%)

Great Smoky Mountains (21%)

• Regardless of age, the big parks are of interest to all (Grand Canyon, Yellowstone, Yosemite).

• However, there are some preferences by generation with Baby Boomers taking in more parks with long scenicdrives as part of the trip, while Millennials appear to be more engaged with parks and sites with US history.

Top 10 National Parks Visitedby Generation


Ideal Age Range

Age When First Visited

Age of Kids Visiting National Parks

Q5/Q30: What do you think is the ideal age range for a child to visit a National Park? Base: Total Respondents (n=2,333)Q2: How old were you when you first remember visiting a National Park? Total Generational Visitors (n=1,825)

15

Age of Kids Visiting a National Park

7years

16-17

years

12yrs12yrs

14yrs14yrs

17yrs17yrs

Millennials(n=527)

GenX(n=667)

Baby Boomer(n=631)

• Although most respondents first visited a National Park at the age of 12 or older, theconsensus is that National Parks are ideal for kids 7 to 17 years old.


Childhood Trips to National Parks

Base: Those who were 18 or younger when first visited a National Park (n=1,461)Q3: Comparing your National Park trip(s) to other trips you took as a child, how would you rate these trips?

16

Satisfaction with Childhood Trips

2% 1% 2% 1%3% 4% 3% 2%

26% 30% 28%

19%

35%34%

33%

39%

34% 31% 34%39%

Total Millennials (n=428) GenX (n=524) Baby Boomers (n=433)

One of the Best of myChildhood (5)

Nothing to Write HomeAbout (1)

• National Park trips rate high among those who went as a child, with approximatelytwo-thirds noting it as close to, if not, one of the best of their childhood.

T2B69%

T2B65%

T2B67% T2B

78% *



Best Part of Trip – As a Child

17

In Their Own Words

Base: Those who were 18 or younger when first visited a National Park (n=1,461)Q4: In your opinion, what was the best part of visiting a National Park as a child?

“Seeing all the animalsand having the adults Iwas with tell me about

why that was important.”

“New things tosee, it was anadventure.”

“Seeing that the world had manyexciting places to visit. Sharing the

wonder of it all - Grand Canyon withmy family. Learning what made thepark and getting to walk through it.”

“Feeling connectedto the past and my

country.”

“The memories thatwere made with my

family.”

“It was unlike any otherexperience. The focus

was on nature at itsfinest.”

“Just being with myfamily.”

“Freedom, explore,fresh air, cool and

crisp.”

“Learning about thehistory of our nation and

seeing where ithappened.”

“Learning the historyand being able to tell

my friends all about it.”

“Interesting andeducational, getting out innature and seeing famous

and historical sites.”

“Seeing the majestyof the mountains

and trees.”

Millennials GenXers Baby Boomers


52%

19%

54%

77%77%

89%

70%

96%

0%

20%

40%

60%

80%

100%

Total (n=286) Millennials (n=64) GenXers (n=156) Baby Boomers (n=58)

% Yes % T2B Satisfied

Traveling with Children/Grandchildren

18

Have Taken Kids to a National Park (%Yes)Top 2 Box Satisfaction with Trip

Base: Past Visitor with Children/Grandchildren (n=286)Q5b: Have you ever taken your children/grandchildren to a National Park?Q5c: How would you rate your most recent trip to a National Park with your children/grandchildren? (Base: Taken children/grandchildren to National Park)

*

• The incidence of traveling with children to a National Park significantly increases with age.

– What is unknown is whether this variance is due to time (meaning, Boomers have more years to get to apark with children) or lifestyle (perhaps traveling to a National Park with children was more appealing inpast years), additional data points indicate the former to be more likely.

• Satisfaction with such trips also is higher for Boomers.


*

*

**

** Caution: Low base size (n<30)


General Perceptions of National Parks

19

National Park Characteristics(% Agree)

Q25: Based on what you know or have heard, how much do you agree/disagree with the following statements about National Parks? Base: Total Respondents (n=2,333)

National Parks… TotalMillennials

(n=620)GenX

(n=762)Baby Boomers

(n=685)

…are a great way to get close to nature 93% 92% 94% 96%*

…are great for families with children 90% 87% 92%* 94%*

…are fun 90% 88% 88% 94%*

…are a great way to learn about American history 88% 85% 89%* 92%*

…have lots to offer for those of all ages 88% 86% 87% 93%*

…are a great trip for those age 35-50 85% 81% 86%* 92%*

…are a great trip for those under age 35 85% 84% 85% 89%*

…are a great place to take grandchildren 83% 80% 82% 88%*

…are clean 83% 80% 84% 87%*

…are great for those over age 50 81% 78% 80% 90%*

…are safe 81% 76% 83%* 86%*

…restore your soul 74% 71% 77%* 78%*

…are inexpensive 66% 65% 69% 68%

• Baby Boomers have a stronger affinity to National Parks than their younger counterparts, ratingalmost all attributes significantly higher. Almost all agree, they are “a great way to get close tonature.”



TODAY’S NATIONAL PARKVISITORS

20


Favorite National Parks – Recent Visitors

21

Top 10 Favorite National Parks Trips

• The Grand Canyon is cited most often as recent visitors favorite National Park Trip.

Base: Recent Visitors (n=1,263)Q6a: Reviewing the list of parks you have visited in the past 2 years, which one is your favorite?Q16: How would you describe [park] to a friend who you think might be interested in visiting it as well? Base: Varies by Park*Incidence for Abraham Lincoln Birthplace may be inflated due to its placement alphabetically at the top of the full list of National Park System Units.

2%

2%

2%

3%

3%

4%

4%

4%

5%

9%

0% 10%

Rocky Mountain National Park

Statue of Liberty

Cape Cod Seashore

Blue Ridge Parkway

Great Smoky Mountains

Abraham Lincoln Birthplace*

Yosemite

Yellowstone

Acadia

Grand Canyon“One of the most awe inspiring

places on earth.”

“An awesome mix of ocean and mountains.”

“It's a place to enjoy nature and wildlife.”

“Lots of trees and greenery mixed in with granitecliffs and beautiful waterfalls.”

“Very scenic, peaceful and relaxing.”

“A wonderful historical and educational experience.”

“Very scenic and relaxing, like drivingthrough the woods.”

“Beautiful expanses of sea and shore.”

“Unique, historic, patriotic.”

“Beautiful, relaxing, pure...a place to see nature andwildlife in its natural habitat.”


Favorite National Parks

22

Grand Canyon Acadia Yellowstone Yosemite Smoky Mtns.

Lincoln’s Birthplace Blue Ridge Pkwy Cape Cod Seashore Statue of Liberty Rocky Mtns.


Favorite National Parks – In One Word

23

Q17: Now, using the list below, please indicate the one word you feel best describes your favorite National Park.


When They Go

• Summer attracts the most park visitors, and is especially popular with GenXers whoare the most likely to be visiting with children.

Base: Recent Visitors (n=1,263)Q7: When was your most recent visit to this park?

24

Most Recent Visit to National Park

23%

37%

20%

11%9%

23%

47%

18%

7%5%

25%

34%

26%

9%6%

0%

20%

40%

60%

Spring NET(2014/2015)

Summer NET(2014/2015)

Fall NET(2014/2015)

Winter NET(2014/2015)

Holidays NET(2014/2015)

Millennials (n=364) GenX (n=408) Baby Boomers (n=382)

**

*

*

23%23% 39%39% 21%21% 9%9% 8%8%


TotalTotal


1%

9%

1%

2%

3%

5%

6%

13%

14%

20%

31%

67%

0% 20% 40% 60% 80%

Other (non-family)

Other (family)

Church group

Grandparents

Co-workers

Grandchildren

Solo trip

Parents

Sibling(s)

Friends

Children

Spouse/sig other

Who Goes on the Trip

25

Who Traveling With

• Visiting National Parks is definitely a family affair, with most traveling with their significant otherand/or children.

4

Average # of

Travelers

9%

3%

9%

19%

23%

73%

2%

14%

12%

15%

49%

71%

0%

23%

22%

22%

25%

57%

0% 20% 40% 60% 80%

Grandchildren

Parents

Sibling(s)

Friends

Children

Spouse/sigother


**

*

*

*

*

*

*

Who Traveling With by Generation

Base: Recent Visitors (n=1,263)Q8: How many people, including yourself, were on your most recent trip to [park]?Q9: Who, specifically, accompanied you on your most recent trip to [park]?

Average # of

Travelers:

Millennials = 4

GenX = 5

Baby Boomers = 4



Type of Trip

• A trip to a National Park is predominantly taken as a Summer Vacation trip or aWeekend Getaway.

Base: Recent Visitors (n=1,263)Q10: What kind of trip was your most recent trip to [park]?

26

Trip Type

25%

23%

9%

7%6% 6%

5%4%

5% 5%4%

2%1%

2%

11%

0%

10%

20%

30%

Summervacation

Weekendgetaway

Bucket list Celebration Romanticgetaway

Multi-gen trip Girl/Guygetaway

Family reunion Spring break Holiday travel Partialbusiness trip

Wedding/honeymoon/graduation/other event

School trip Solo Other


Type of Trip – By Generations

• Millennials and GenXers are more likely than Baby Boomers to visit a National Park on aWeekend Getaway or a Wedding/Honeymoon/Graduation type of event.

27

Trip Type by Generation(Where Differences Exist)

28%

4%6%

25%

4%

7%

18%

1%

17%

0%

20%

40%

Weekend getaway Wedding/ honeymoon/ graduation/ otherevent

Other


*

*

*

*

Base: Recent Visitors (n=1,263)Q10: What kind of trip was your most recent trip to [park]?


Among Boomers

who said ‘Other’,

28% said their

trip was just a

getaway with

family or friends

*


Motivation for Trip

• Overall, trips to National Parks are more motivated by the individuals desire to seenatural wonders, to relax and get some fresh air more so than to make a consciouseffort to create memories with their kids or grandchildren.

Base: Recent Visitors (n=1,263)Q11: What were you hoping to get out of your most recent trip to [park]?

28

Reasons For Visiting A National Park47%

42%

35%

32%

24% 23% 23%

20%

17%15%

9%

3% 3%

0%

10%

20%

30%

40%

50%

See naturalwonder

Relax Fresh air Get back tonature

Educational Learnsomething

new

Inspiration LearnAmerican

history

Creatememories with

children

See wildanimals

Spiritualconnection

Creatememories withgrandchildren

Other


Motivation for Trip – By Generation

• Motivation for visiting National Parks does differ slightly by generation, with the biggestdifference being GenXers use it far more often than others to create memories with theirchildren. This is most likely driven by a significantly larger portion of the GenX population withkids in the household (58% vs. 43% Millennials & 11% Baby Boomers).

Base: Recent Visitors (n=1,263)Q11: What were you hoping to get out of your most recent trip to [park]?

29

44%

21% 20% 19% 18%

14%

0% 1%

44%

21%23% 22%

12%

32%

1% 2%

55%

29%27% 26%

16%

9%7%

5%

0%

20%

40%

60%

See naturalwonder

Learn somethingnew

Educational Inspiration See wild animals Create memorieswith children

Create memorieswith

grandchildren

Other


Why Took the Trip by Generation(Where Differences Exist)

*

* *

*

*

*

**


*


How They Get There & Trip Duration

• Most visitors travel by car to their National Park of choice and stay 1-3 days.

Base: Recent Visitors (n=1,263)Q13: What was the primary mode of transportation you used to get to [park]?

30

*

3%6%

9%

82%

Mode of Transportation

Other

PlaneBus/Train

Personal Vehicle: 62%Rented Vehicle: 20%

Length of Trip

41%

40%

13%

5%1%

1 day (day trip)

2-3 days

4-6 days

1 week8+ days

Base: Recent Visitors (n=1,263)Q12: How many days did you spend in and around [park]?

RV only mentioned twice

2.5

Average # of

Days


3%

2%

3%

3%

7%

7%

9%

11%

14%

53%

0% 20% 40% 60%

Other

Glamping

Airbnb/ VRBO/ etc.

Rental home

Bed & Breakfast

Resort

With friends/ family

RV/ campground

Cabin

Hotel/ motel

Where They Stay

31

• The majority (76%) stay outside the park grounds when they visit a National Park,most often at a Hotel/Motel.

– Some slight variances do exist by generation and are called out below.

Accommodations

Base: Recent Visitors who stayed more than 1 day (n=588)Q14a: Which of the following best describes the type of accommodations you stayed at on this trip?Q14b: And was your accommodation inside or outside the park?

GenX (56%) & BabyBoomers (57%)significantly higher thanMillennials (40%).

76%Stay

OutsidePark

Millennials (22%) significantlyhigher than GenX (14%) & BabyBoomers (11%).

Millennials (12%) significantly higher than GenX(6%) & Baby Boomers (5%).


National Park Activities

• Sightseeing is a common past-time within a National Park.

• Hiking is the only exercise-based activity that makes the top 10.

• Only one in ten indicate they camped while on a park visit.

Base: Recent Visitors (n=1,263)Q15: What activities did you engage in while visiting [park]?

32

Popular Activities in the Park

67%

44%

32% 31% 31%

26%23%

11% 11% 10%

0%

20%

40%

60%

80%

Sightseeing Hiking Wildlifeobservation

Auto touring/scenic drives

Museums/historical

sites

Picnicking Art/photography

Birdwatching Camping Wateractivities


Park Activities – By Generation

• Although there are some variances in activities by generation, most are not dramatic.

• In fact, all generations are equally likely to have hiked during a park visit.

• That said, one major difference does exist; Baby Boomers will take scenic drives (48%) while ata park, while Millennials are not as likely (20%).

33

Activities in the Park by Generation

66%

47%

33%

20%

26% 24%20%

11%

17%

10%

64%

49%

32%29% 34% 34%

21%

12%11%

15%

73%

45%

36%

48%

35%

24% 25%

11%8% 8%

0%

20%

40%

60%

80%



Museums/historical

sites


Birdwatching Camping Wateractivities


*

* * *

**

Base: Recent Visitors (n=1,263)Q15: What activities did you engage in while visiting [park]? * Indicates a significant difference at 95% between generational segments

*

*


Staying Connected

• Approximately 7 out of 10 park visitors will stay digitally connected to the outside world while ata National Park.

34

Base: Recent Visitors (n=1,263)Q18: Which of the following best describes your digital behavior during your last trip to [park]?1,263

10% 27% 36% 27%

Connected, always online Connected, check in occasionally Connected, rarely used Disconnected completely

Degree of Digital Connectivity

Degree of Digital Connectivity by Generation

13%

36%33%

18%

12%

31%36%

21%

5%

22%

37% 37%

0%

20%

40%

Connected, always online Connected, check in occasionally Connected, rarely used Disconnected completely


* *

**

*


• Baby Boomers are the most likely to totally disconnect.


4%

3%

6%

8%

9%

19%

58%

0% 20% 40% 60% 80%

Other

Pinterest

Snapchat

Google+

Twitter

Instagram

Facebook

Social Media

35

Social Media Use

• As might be expected, overall, Facebook is the social media connection used by most while visitinga National Park.

• Instagram is also very popular among Millennials.

2%

1%

1%

5%

6%

4%

46%

4%

3%

2%

7%

8%

18%

61%

5%

3%

11%

10%

13%

32%

72%

0% 20% 40% 60% 80%

Other

Pinterest

Snapchat

Google+

Twitter

Instagram

Facebook


**

**

*

*

Social Media Use by Generation

Base: Recent Visitors Digitally Connected (n=929)Q19: Which social media site, if any, did you use to post pictures and comments about your trip to [park]?



Overall Satisfaction & Future Trips

36

Satisfaction with Most Recent Trip

1%1% 3% 1%12%

13%11% 8%

47% 42% 50% 48%

40% 42% 39% 42%


One of the Best TripsEver (5)

Nothing to WriteHome About (1)

T2B87%

T2B84%

T2B89%

T2B90%*

Base: Recent Visitors (n=1,263)Q21: How would you rate your trip to [park] overall?S11: Do you have any plans of visiting a National Park in the next 2 years? (% Yes)

83%Plan to

Visit a Parkin Next 2

yrs

• National Park trips appear to satisfy most with, at most, just 1% rating it “Nothing to Write HomeAbout.”



Recommendations

37

Likely to Recommend to Others

1% 1% 1%3% 5% 3% 1%

18%22% 21%

12%

78%72% 75%

87%


Very likely

Somewhat likely

Not sure

Somewhat/veryunlikely

T2B96%

T2B94%

T2B96%

T2B99%*

Base: Recent Visitors (n=1,263)Q51: How likely would you be to recommend visiting a National Park to others?

• National Parks are highly recommended by recent visitors, regardless of age.



What They Would Change Next Time

• For many (48%), their National Parks trip was “Perfect.”

• Regarding what they might do differently, 19% indicated they would like to stay longernext time.

Base: Recent Visitors (n=1,263)Q22: If you were to do the trip all over again, what would you change or do differently?

38

What To Do Differently

19%

6%4% 4% 3%

1% 1%

5%

48%

1%

0%

20%

40%

60%

Stay longer Activities(different, more

of)

Differentlodging

People(different,

more, less)

Go differenttime of year

Clothing Transportation Other Nothing - tripwas perfect

Don'tknow/blank


TOMORROW’SNATIONAL

PARK VISITORS

39


Dreamer Profile

40

• Those who dream of visiting aNational Park skew younger thanthe general population.

• They are also more ethnicallydiverse.

• Almost half (46%) have childrenunder the age of 18 in thehousehold, and 23% havegrandchildren.

Total

Base 281

Gender

Male 47%

Female 53%

Age

18-34 32%

35-44 29%

45-50 13%

51-59 13%

60-69 9%

70+ 5%

Ethnicity

Caucasian 32%

Black 31%

Hispanic 24%

Asian 10%

Other 3%

Region

Northeast 16%

Midwest 20%

South 43%

West 21%

Employment

Employed 65%

Not working/Homemaker 16%

Student 3%

Retired 16%

Presence of Children - % yes

Under 18 46%

Over 18 15%

Grandchildren 23%


5%

5%

8%

14%

0% 10% 20%

Yosemite

African Burial Ground Nat'l Monument

Yellowstone

Grand Canyon

Intended Park

41

Top Parks To Visit First

• The top recently visited parks top the list among Dreamers as well; the GrandYellowstone and Yosemite.

Base: Dreamers (n=281)S13b: Which of the following parks are you most likely to visit first?


When They Plan To Go

• Summer continues to be the most sought after time to visit a National Park.

Base: Dreamer planning started (n=137)Q32: when do you plan on visiting [park]?

42

Planned Visit to National Park

27%

47%

17%

4% 4%2%

0%

20%

40%

60%

Spring NET(2016/2017)

Summer NET(2016/2017)

Fall NET(2016/2017)

Winter NET(2016/2017)

Holidays NET(2016/2017)

Not sure yet


8%

12%

1%

1%

2%

4%

6%

10%

15%

15%

55%

79%

0% 20% 40% 60% 80%

Other (non-family)

Other (family)

Church group

Grandparents

Solo trip

Co-workers

Grandchildren

Sibling(s)

Parents

Friends

Children

Spouse/sig other

Who Will Go on the Trip

43

Who They Will Travel With

• Immediate family members are most likely to travel together to see their first NationalPark.

4

Average # of

Travelers

Expected

Base: Dreamer planning started (n=137)Q33: How many people, including yourself, are planning on going on this trip to [park]?Q34: Who, specifically, will accompany you on your trip to [park]?


Type of Trip

• Among Dreamers, they plan on taking a trip to a National Park during their Summer Vacation,with some looking forward to doing it on a Weekend Getaway.

• Approximately 2 out of 10 are intending to visit a park to check it off their Bucket List.

Base: Dreamer planning started (n=137)Q35: Which of the following best describes the type of trip this will most likely be?

44

Trip Type

31%29%

21%

10%

7%6%

4%3%

2% 2% 2%1%

3%

0%

10%

20%

30%

40%

Summervacation

Weekendgetaway

Bucket list Spring break Multi-gen trip Family reunion Romanticgetaway

Holiday travel Celebration Girl/Guygetaway

Solo Partialbusiness trip

Other


Motivation for Trip

• Almost identical to Recent Visitors, Dreamers wish to see natural wonders and to have time torelax and get some fresh air. Their motivation has little to do with creating memories forchildren.

Base: Dreamers (n=281)Q36: Which of the following, if any, describe your motivation for taking a trip to [park]?

45

Why Going on Trip46%

33% 33%

29% 28%

24%22%

19%

14% 14% 13%

1% 2%

0%

10%

20%

30%

40%

50%

See naturalwonder

Relax Fresh air Get back tonature

Educational Learnsomething

new

LearnAmerican

history

Inspiration See wildanimals

Creatememories with

children

Spiritualconnection

Creatememories withgrandchildren

Other


How They Will Get There & Trip Duration

• Most intend to use a personal vehicle to get to their National Park and hope to stay 3days.

Base: Dreamer planning started (n=137)Q38: What will be the primary mode of transportation you will use to get to [park]?

46

*

4%4%

20%

72%

Mode of Transportation

Other/Not Sure

Plane

Bus/Train

Personal Vehicle: 42%Rented Vehicle: 30%

Length of Trip

3%

13%

56%

18%

10%2%

1 day (day trip)

2-3 days

4-6 days

1 week8+ days

Base: Dreamer planning started (n=137)Q37: How many days will you spend in and around [park]?

Not sure

3

Average #

of Days


1%

2%

4%

5%

7%

7%

10%

13%

19%

57%

0% 20% 40% 60%

Not sure

Rental home

Glamping

Airbnb/ VRBO/ etc.

With friends/ family

Bed & Breakfast

Resort

RV/ campground

Cabin

Hotel/ motel

Where They Will Stay

47

• Dreamers are not sure where they will stay in our outside the park when they visit theirdesired National Park.

• Among those who do, they are planning on staying outside the park.

Accommodations

Base: Dreamers who plan to stay more than 1 day (n=115)Q39a: Which of the following best describes the type of accommodations you plan on staying at on this trip?Q39b: And will your accommodations be inside or outside the park?

49%

17%

38%Outside park

Inside park

Not sure


Staying Connected & Social Media

• Those planning a trip to a National Park expect to stay connected to a greater degree than thosethat have visited in the past (8% vs. 27% will disconnect completely, respectively). Perhaps theywill change their behavior once there.

48

Q40: Which of the following would best describe what your digital behavior will most likely be while you are visiting the park? Base: Dreamers (n=281)Q41: Which social media sites are you most likely to use to post pictures and comments about your trip to [park], if any? Base: Dreamers Digitally Connected (n=259)

Expected Degree of Digital Connectivity

14%

2%

1%

2%

3%

4%

14%

62%

0% 20% 40% 60% 80%

None

Other

Pinterest

Snapchat

Twitter

Google+

Instagram

Facebook

Expected Social Media Use

16% 42% 34% 8%

Connected, always online Connected, check in occasionally

Connected, rarely used Disconnected completely


GENERATIONALPERCEPTIONS

49


What We Think They Do

• Overall, those 35+ didn’t think their younger counterparts were going to be doing much beyondhiking, winter sports, and sightseeing while at a National Park.

• The truth: Millennials are active, embarking on a myriad of activities while at a park.

50

Millennials: Expected Activities vs. Actual

66%

47%

33%

26% 26%23%

20%

11% 11%

3%8%

21%

2% 4%1% 1% 3% 1% 0%

11%7%

17%

2% 3% 1% 1% 2% 1% 0%

7%

0%

20%

40%

60%

80%


Tourmuseums/historical

sites



Fishing Birdwatching Winter sports

Actually do (n=364 Millennials) Expected to do (n=762 GenX) Expected to do (n=685 Baby Boomers)

Q26: Thinking about those of various ages, please indicate the activities you think those in the age groups shown below are most likely to engage in while visiting a National Park.Q15: What activities did you engage in while visiting [park]? Base: Recent Visitors



• Interestingly, those younger than GenXers tend to think they will do what the Millennials do whileat a National Park; hiking, sightseeing, camping. In the same vein, the Baby Boomers make thesame assumption, that GenXers will act more like them than not; sightseeing, scenic drives andmuseums.

51

GenX: Expected Activities vs. Actual

10%

23%

3% 4% 3% 2% 3%

9%

0%

12%

2%

8%

64%

49%

34% 34% 32%29%

21%

15%12% 11% 10% 8%

25%

7%3%

16%

6%

16%

5%1% 2% 4% 3% 1%

0%

20%

40%

60%

80%

Sightseeing Hiking Picnicking Museums/historical

sites

Wildlifeobservation


Art/photography

Wateractivities

Birdwatching Camping Fishing Backpacking

Expected to do (n=620 Millennials) Actually do (n=408 GenX) Expected to do (n=685 Baby Boomers)




• Both Millennials and GenXers expect Baby Boomers to stick to museums and sightseeing whilevisiting a National Park. Little did they know these 51-69 year olds were engaging in numerousactivities including hiking, wildlife observation, art, picnicking, and far more.

52

Baby Boomers: Expected Activities vs. Actual

19% 20%

11%

3%8%

3% 5%2%

12%

0% 1% 1%

24% 23%

11%

4%7% 5% 4% 2%

7%

1% 2% 0%

73%

35%

48%45%

36%

25% 24%

12% 11%8% 8%

4%

0%

20%

40%

60%

80%

Sightseeing Museums/historical

sites


Hiking Wildlifeobservation

Art/photography

Picnicking Rangerprograms

Birdwatching Wateractivities

Camping Backpacking

Expected to do (n=620 Millennials) Expected to do (n=762 GenX) Actually do (n=382 Baby Boomers)



APPENDIX

53


Methodology

• A 13-minute online survey was conducted amongmales and females, 18+, who have visited a U.S.National Park in the past or plan to in the next 2years.

• The survey was in field from December 8-18,2015 and January 8-14, 2016. The subsequentfielding period was conducted to balance themale to female ratio.

• A total of n=2,333 surveys were completed; finalcounts are detailed in the table to the right.

• Final data has been weighted to U.S. Census, bygeneration, for analysis.

54

Total MembersNon-

Members

Base 2,333 583 1,750

Gender

Male 1,175 316 859

Female 1,158 267 891

Age

18-34 614 - 614

35-44 503 - 503

45-50 257 38 219

51-59 337 181 156

60-69 348 189 159

70+ 274 175 99

Ethnicity

Caucasian/Other 1,288 358 930

African American 358 103 255

Hispanic 422 63 359

Asian/Other 265 59 206

Region

Northeast 457 116 341

Midwest 501 100 401

South 811 216 595

West 564 151 413


Caveat

55

• The methodology for identifying the parks they visited/planned on visiting was designed toprovide AARP with the broadest list possible. However, the vastness of the list appears to havelead to some false answers being given, inflating the reality of the interest in some of the parksthat begin with the letter ‘A’. Most specifically, Abraham Lincoln’s Birthplace.

Those who only providedAbraham Lincoln’s

Birthplace as a park theyvisited or intended to visithave been removed from

the data (n=106).


Research Team

56

This research was designed and executed by 50+ Research:

and

In partnership with:

AARP Research Center, 50+ Research

Vicki Gelfeld, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

aarp travel research: national parks...ideal age for children to visit a national park is between 7...

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