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Travel Research:National Parks
March 2016
Contact Vicki Gelfeld, [email protected], for more informationhttps://doi.org/10.26419/res.00120.001
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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
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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%).
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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.
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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
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SIZING UP THEAUDIENCE
6
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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%
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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+
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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%
** Unweighted, Includes those 70+
**
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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.
* Indicates a significant difference at 95% between generational segments
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% *
**
** Unweighted, Includes those 70+
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POPULAR PARKS& THEIR IMPACT
11
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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
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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
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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
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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.
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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% *
* Indicates a significant difference at 95% between generational segments
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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
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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.
* Indicates a significant difference at 95% between generational segments
*
*
**
** Caution: Low base size (n<30)
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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.”
* Indicates a significant difference at 95% between generational segments
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TODAY’S NATIONAL PARKVISITORS
20
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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.”
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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.
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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.
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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%
* Indicates a significant difference at 95% between generational segments
TotalTotal
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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
Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
**
*
*
*
*
*
*
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
* Indicates a significant difference at 95% between generational segments
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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
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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
Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
*
*
*
*
Base: Recent Visitors (n=1,263)Q10: What kind of trip was your most recent trip to [park]?
* Indicates a significant difference at 95% between generational segments
Among Boomers
who said ‘Other’,
28% said their
trip was just a
getaway with
family or friends
*
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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
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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
Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
Why Took the Trip by Generation(Where Differences Exist)
*
* *
*
*
*
**
* Indicates a significant difference at 95% between generational segments
*
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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
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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%).
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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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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%
Sightseeing Hiking Wildlifeobservation
Auto touring/scenic drives
Museums/historical
sites
Picnicking Art/photography
Birdwatching Camping Wateractivities
Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
*
* * *
**
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
*
*
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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
Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
* *
**
*
* Indicates a significant difference at 95% between generational segments
• Baby Boomers are the most likely to totally disconnect.
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4%
3%
6%
8%
9%
19%
58%
0% 20% 40% 60% 80%
Other
Snapchat
Google+
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
Snapchat
Google+
Millennials (n=299) GenX (n=324) Baby Boomers (n=242)
**
**
*
*
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]?
* Indicates a significant difference at 95% between generational segments
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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%
Total Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
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.”
* Indicates a significant difference at 95% between generational segments
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Recommendations
37
Likely to Recommend to Others
1% 1% 1%3% 5% 3% 1%
18%22% 21%
12%
78%72% 75%
87%
Total Millennials (n=364) GenX (n=408) Baby Boomers (n=382)
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.
* Indicates a significant difference at 95% between generational segments
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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
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TOMORROW’SNATIONAL
PARK VISITORS
39
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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%
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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?
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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
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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]?
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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
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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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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
Snapchat
Google+
Expected Social Media Use
16% 42% 34% 8%
Connected, always online Connected, check in occasionally
Connected, rarely used Disconnected completely
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GENERATIONALPERCEPTIONS
49
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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%
Sightseeing Hiking Wildlifeobservation
Tourmuseums/historical
sites
Picnicking Art/photography
Auto touring/scenic drives
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
What We Think They Do
• 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
Auto touring/scenic drives
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)
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
What We Think They Do
• 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
Auto touring/scenic drives
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)
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
APPENDIX
53
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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).
AARP Research | aarp.org/research | Copyright 2016 AARP, All Rights Reserved
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]