![Page 1: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/1.jpg)
Jacksonville 2016 Visitor Research
![Page 2: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/2.jpg)
Introduction…………….………………………………..…………..……………..… 3
Research Objectives…………………………………………..……………...…….. 4
Methodology………………………………………………………………...……….. 5
Key Findings………………………………………………………..………………… 6
Size & Structure of the U.S. Travel Market…………………………..…………… 10
Size & Structure of Jacksonville’s Domestic Travel Market………………..……….. 14
Overnight Trip Expenditures…………………………….………………………..…...… 20
Overnight Trip Characteristics……………………..…………………….………… 26
Demographic Profile of Overnight Visitors………..........................................… 59
Day Trip Expenditures……………………………………………...………..…...… 70
Day Trip Characteristics……………………………………………………..……… 76
Demographic Profile of Day Visitors………………........................................… 94
Appendix: Key Terms Defined…………………………………………………..…. 105
![Page 3: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/3.jpg)
Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.
In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement.
It is currently the largest ongoing study conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest.
This report provides an overview for Jacksonville’s domestic tourism business in 2016.
3
![Page 4: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/4.jpg)
The visitor research program is designed to provide:
Estimates of domestic overnight and day visitor volumes to Jacksonville.
A profile of Jacksonville’s performance within its overnight travel market.
Domestic visitor expenditures in Jacksonville.
Profiles of Jacksonville’s day travel market.
Relevant trends in each of these areas.
4
![Page 5: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/5.jpg)
Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA® survey: Selected to be representative of the U.S. adult population
For the 2016 travel year, this yielded : 308,946 trips for analysis nationally:
216,738 overnight trips
92,208 day trips
For the Jacksonville, the following sample was achieved in 2016: 2016: 1,264 overnight trips and 337 day trips (1,601 total)
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.
5
![Page 6: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/6.jpg)
Key Findings
![Page 7: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/7.jpg)
In 2016, Jacksonville had 21.1 million person trips, increasing 3.4% from 2015. 47% were overnight trips and 53% were day trips.
The overnight trips generated $1.38 billion in spending, increasing 7.4% from 2015.
When asked about the main purpose of their overnight trip, 43% responded that they were visiting friends and relatives, while 46% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types were attending a special event and touring through the region.
The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia, and New York. Among DMAs, the top three overnight visitor sources were Orlando, New York City, and Jacksonville.
7
![Page 8: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/8.jpg)
Two-thirds (66%) of visitors on an overnight trip to Jacksonville were very satisfied with the overall trip experience. The next highest-ranking categories for satisfaction were quality of the food (60%) and friendliness of people (59%).
Among those on overnight trips to Jacksonville, 73% have visited Jacksonville at least once before and 52% have visited in the past 12 months.
Similar to the national average, approximately half (48%) of the overnight trips were planned two months or less before the trip. Slightly below the national average, 10% did not plan anything in advance.
Advice from friends and relatives and hotels or resorts were the most common planning sources for a Jacksonville overnight trip. Hotels or resorts and online travel agencies were also the most common booking sources.
8
![Page 9: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/9.jpg)
The average number of nights spent in Jacksonville on an overnight trip was 2.7 nights, up from 3.0 nights in 2015.
Two-thirds (67%) of overnight Jacksonville travelers arrived by personal car or truck.
The top five activities and experiences during an overnight trip to Jacksonville were shopping, going to the beach, fine dining, swimming, and theme park.
9
![Page 10: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/10.jpg)
Size & Structure of the U.S. Travel Market
![Page 11: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/11.jpg)
1,451 1,480 1,532 1,568 1,585
0
500
1,000
1,500
2,000
2012 2013 2014 2015 2016
Millio
ns of
Trips
1.1%
Base: Overnight Person-Trips
11
![Page 12: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/12.jpg)
Visits to Friends/Relati
ves 43%
Marketable 45%
Business 9%
Business-Leisure
3%
Base: Overnight Person-Trips
12
![Page 13: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/13.jpg)
13
1
-2
4
-2
-1
-5 0 5
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
Base: Overnight Person-Trips
![Page 14: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/14.jpg)
Size & Structure of Jacksonville’s
Domestic Travel Market
![Page 15: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/15.jpg)
Total Person-Trips = 21.1 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
10.0 Million
11.1 Million
15
+3.4% vs. 2015
![Page 16: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/16.jpg)
9.7 10.0
0
5
10
15
20
25
2015 2016
Mill
ions
of T
rips
Base: Overnight Person-Trips
16
+3.1%
![Page 17: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/17.jpg)
VFR 43%
Marketable 46%
Business 9%
Business-Leisure 2%
4.3 Million
4.6 Million
0.9 Million
0.2 Million
Total Overnight Person-Trips = 10.0 Million
17
![Page 18: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/18.jpg)
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
5.5 Million
0.9 Million
0.3 Million
Total Day Person-Trips = 11.1 Million
4.4 Million
18
![Page 19: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/19.jpg)
Overnight Trip Expenditures
![Page 20: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/20.jpg)
Total Spending = $1.38 Billion
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
Recreation 12%
$470 Million
$162 Million
$190 Million
$219 Million
$343 Million
20
+7.4% vs. 2015
![Page 21: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/21.jpg)
$47 $34
$21 $19 $16
0
20
40
60
80
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Overnight Person-Trips to Jacksonville
21
![Page 22: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/22.jpg)
$130
0
100
200
Leisure Business**
Dol
lars
Base: Overnight Person-Trips
22
* Low base sizes
![Page 23: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/23.jpg)
$130 $95
$58 $53 $45 0
50
100
150
200
250
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Overnight Person-Trips to Jacksonville
23
![Page 24: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/24.jpg)
$377
0
100
200
300
400
Leisure Business**
Dol
lars
Base: Overnight Person-Trips
24
* Low base sizes
![Page 25: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/25.jpg)
Overnight Trip Characteristics
![Page 26: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/26.jpg)
43
9
7
7
7
5
4
3
2
2
5
4
0 10 20 30 40 50
Visiting friends/relativesSpecial event
TouringTheme park
ResortOutdoors
City tripCruiseCasino
Conference/conventionOther business trip
Business-leisure
Percent
Marketable Trips 46%
26
Base: Overnight Person-Trips to Jacksonville
![Page 27: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/27.jpg)
43
9
7
7
7
5
4
3
2
43
8
9
4
5
6
6
2
4
0 10 20 30 40 50
Visiting friends/relatives Special event
Touring Theme park
Resort Outdoors
City tripCruise
Casino
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
27
![Page 28: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/28.jpg)
43
9
7
7
7
5
4
3
2
47
9
5
7
5
3
5
3
0 10 20 30 40 50
Visiting friends/relativesSpecial event
TouringTheme park
ResortOutdoors
City tripCruiseCasino
Percent
2016 2015
> 1%
28
Base: Overnight Person-Trips to Jacksonville
![Page 29: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/29.jpg)
2
5
4
7
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
29
![Page 30: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/30.jpg)
30
2
5
2
5
0 2 4 6 8
Conference/convention
Other business trip
Percent
2017 2016
Base: Overnight Person-Trips to Jacksonville
![Page 31: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/31.jpg)
31
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Overnight Person-Trips to Jacksonville
![Page 32: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/32.jpg)
28
14
8
5
4
4
3
3
0 5 10 15 20 25 30 35
Florida
Georgia
New York
California
North Carolina
Texas
South Carolina
Virginia
Percent
32
Base: Overnight Person-Trips to Jacksonville
![Page 33: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/33.jpg)
8
7
6
6
6
5
4
3
2
2
0 5 10
Orlando-Daytona Beach-Melbrn, FLNew York, NY/NJ/PA/CT
Jacksonville, FL/GAAtlanta, GA
Miami-Ft. Lauderdale, FLTampa-St. Petersburg-Sarasota, FL
Washington, DCSavannah, GA/SC
Los AngelesTallahassee-Thomasville, FL/GA
Percent
33
Base: Overnight Person-Trips to Jacksonville
![Page 34: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/34.jpg)
25
26
25
24
0 10 20 30
January-March
April-June
July-September
October-December
Percent
34
Base: Overnight Person-Trips to Jacksonville
![Page 35: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/35.jpg)
66
60
59
58
52
52
44
75
80
55
60
62
52
49
0 20 40 60 80
Overall trip experience
Quality of food
Friendliness of people
Quality of accomodations
Sightseeing/ attractions
Value for the money
Music/ nightlife/ entertainment
Percent
2016 2015
35
Base: Overnight Person-Trips
![Page 36: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/36.jpg)
78
63
67
64
0 20 40 60 80
Ever
Past Year
Percent
2016 2015
36
Base: Overnight Person-Trips
![Page 37: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/37.jpg)
5
15
21
17
32
10
3
11
17
17
37
15
0 10 20 30 40
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything in advance
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
37
![Page 38: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/38.jpg)
21
20
19
15
15
14
13
12
12
14
16
15
15
13
11
10
9
8
0 5 10 15 20 25
Advice from relatives or friendsHotel or resort
Online travel agenciesTravel company websites
Social MediaAirline/commercial carrier
Destination websitesAuto club/AAA
Travel agent/company
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
38
![Page 39: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/39.jpg)
8
7
6
6
6
5
5
5
4
3
3
3
1
2
0 5 10 15 20
Travel guide/other books
Magazine articles/ad
Visitors' bureau/gov tourism office
Lodging sharing websites (AirBnB, VRBO, etc.)
800/888 number
Radio show/ad
TV program/ad
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
39
![Page 40: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/40.jpg)
24
23
13
12
11
7
6
4
3
19
16
9
9
13
6
6
5
2
0 10 20 30
Hotel or resortOnline travel agenciesTravel agent/company
Travel company websitesAirline/commercial carrier
Destination websitesAuto club/AAA
800/888 numberVisitors' bureau/gov tourism office
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
40
![Page 41: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/41.jpg)
90
50
49
36
24
84
45
42
30
18
0 20 40 60 80 100
Used Any Device (net)
Laptop
Desktop/Home computer
Smartphone
Tablet
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
41
![Page 42: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/42.jpg)
88
71
40
36
83
66
32
32
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
42
![Page 43: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/43.jpg)
14
22
27
16
16
5
22
27
27
11
10
3
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent Jacksonville U.S. Norm
Average Jacksonville 4.8 nights
Average U.S. Norm 3.7 nights
43
Base: Overnight Person-Trips
![Page 44: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/44.jpg)
42
26
18
7
7
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Average Nights Spent in Jacksonville = 2.7
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
44
![Page 45: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/45.jpg)
42
26
18
7
7
42
22
20
7
9
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
2016 2015
Average 2016 = 2.7 nights 2015 = 3.0 nights
45
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
![Page 46: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/46.jpg)
2.2
2.3
0.8
0.6
0 1 2 3 4
Jacksonville
U.S. Norm
Average Number of People
Adults Children
Total = 2.9
Base: Overnight Person-Trips
46
Total = 3.0
![Page 47: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/47.jpg)
67
27
26
10
9
6
4
4
4
67
23
19
9
9
6
3
5
2
0 20 40 60 80
Own car/truck
Plane
Rental car
Online taxi service (Uber, Lyft, etc.)
Taxi cab
Bus
Camper, R.V
Train
Ship/Boat
Percent Jacksonville US Norm
Base: Overnight Person-Trips
47
![Page 48: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/48.jpg)
29
24
23
22
8
7
6
6
5
5
4
4
23
27
30
17
4
5
3
3
4
3
2
3
0 10 20 30 40
Resort hotelHome of Friend/Relative
HotelMotel
Rented home/condo/apartmentBed & Breakfast
Time ShareOwn Home/Condo/Apt/2nd Home Campground/trailer park/RV park
Country Inn/Lodge Boat/Cruise Ship
Rented Cottage/Cabin
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
48
![Page 49: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/49.jpg)
44
34
25
25
17
16
15
14
14
12
11
11
33
14
20
16
10
13
9
10
11
6
6
11
0 10 20 30 40 50
ShoppingBeach/waterfront
Fine diningSwimming
Theme parkMuseum
Landmark/historic siteBar/disco/nightclubNational/state park
ZooFishingCasino
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
49
![Page 50: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/50.jpg)
11
10
9
8
8
7
7
7
7
7
6
6
7
6
5
4
5
4
5
4
4
5
5
8
0 10 20 30 40 50
TheaterSpa
DanceBiking
Art galleryBoating/sailing
Business MeetingConvention/Conference
GolfCamping
Fair/exhibition/festivalHiking/backpacking
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
50
![Page 51: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/51.jpg)
6
5
5
5
4
4
4
4
3
3
3
3
3
3
5
4
3
2
2
1
3
2
1
1
1
2
2
1
0 10 20 30 40 50
BreweryWinery
Pro/College sportsTennis
Trade ShowMotorcycle Touring
Rock/pop concertMountain climbing
OperaSymphony
RaftingHuntingBirding
Glamping
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
51
![Page 52: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/52.jpg)
28
22
16
9
9
8
8
8
7
6
6
21
18
11
5
6
6
5
5
3
3
3
0 10 20 30
Historic PlacesCultural Activities/Attractions
Exceptional Culinary ExperiencesEco-Tourism
Winery Tours/TastingBrewery Tours/Tasting
WeddingTraveling with Grandchildren
Medical TourismAgritourism
Religious Travel
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
52
![Page 53: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/53.jpg)
81
37
31
28
27
18
17
17
72
33
28
25
22
14
13
14
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Looked at travel photos/video onlineAccessed travel news/events/deals/promotions
Connected with others interested in travelGot travel advice
Read a travel blog
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
53
![Page 54: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/54.jpg)
81
14
14
13
12
8
6
72
12
10
11
10
6
5
0 20 40 60 80
Used any social media for travel
Contributed travel reviews
Gave travel advice
"Followed" a destination/attraction
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
54
![Page 55: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/55.jpg)
81
37
31
28
27
18
17
17
67
38
29
24
21
16
13
15
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Looked at travel photos/video onlineAccessed travel news/events/deals/promotions
Connected with others interested in travelGot travel advice
Read a travel blog
Percent
2016 2015
55
Base: Overnight Person-Trips to Jacksonville
![Page 56: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/56.jpg)
81
14
14
13
12
8
6
67
11
12
12
13
6
8
0 20 40 60 80
Used any social media for travel
Contributed travel reviews
Gave travel advice
"Followed" a destination/attraction
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2016 2015
56
Base: Overnight Person-Trips to Jacksonville
![Page 57: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/57.jpg)
57
41
22
9
6
42
21
7
4
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 58: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/58.jpg)
Demographic Profile of Overnight Visitors
![Page 59: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/59.jpg)
59
55
45
51
49
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 60: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/60.jpg)
60
12
23
22
20
12
11
13
23
20
17
13
14
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent Jacksonville U.S. Norm
Average Jacksonville = 43.1
Average U.S. Norm = 43.8
Base: Overnight Person-Trips
![Page 61: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/61.jpg)
61
65
22
13
63
24
13
0 20 40 60
Married/with partner
Single/never married
Divorced/widowed/separated
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 62: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/62.jpg)
17
31
20
20
12
20
33
19
17
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
62
![Page 63: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/63.jpg)
63
46
27
31
18
52
22
26
19
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 64: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/64.jpg)
64
22
41
21
15
1
24
40
21
14
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 65: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/65.jpg)
65
58
11
31
55
11
34
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 66: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/66.jpg)
66
5
15
17
23
40
6
16
17
22
39
0 10 20 30 40 50
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 67: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/67.jpg)
83
10
7
84
8
7
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
67
![Page 68: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/68.jpg)
68
89
11
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 69: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/69.jpg)
Day Trip Expenditures
![Page 70: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/70.jpg)
70
Total Spending = $670 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] [CATEGORY NAME]
[PERCENTAGE]
$218 Million
$139 Million $112 Million
$201 Million
+6.9% vs. 2015
![Page 71: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/71.jpg)
Base: Day Person-Trips to Jacksonville
$20 $18
$12 $10
0
10
20
30
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
71
![Page 72: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/72.jpg)
$60
0
20
40
60
80
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
72
* Low base sizes
![Page 73: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/73.jpg)
$52 $48
$33 $27
0
20
40
60
80
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Day Person-Trips to Jacksonville
73
![Page 74: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/74.jpg)
$170
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
74
* Low base sizes
![Page 75: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/75.jpg)
Day Trip Characteristics
![Page 76: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/76.jpg)
40 12
10 8
6 5
4 1 1 1 1
1 7
3
0 10 20 30 40
Visiting friends/relativesSpecial event
ShoppingCity tripTouring
OutdoorsTheme park
ResortCruiseCasino
Golf trip
Conference/conventionOther business trip
Business-leisure
Percent
Marketable Trips 49%
Base: Day Person-Trips to Jacksonville
76
![Page 77: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/77.jpg)
40
12
10
8
6
5
4
1
1
1
1
37
8
8
8
12
7
3
2
1
4
1
0 10 20 30 40
Visiting friends/relatives Special event
Shopping City trip Touring
Outdoors Theme park
ResortCruise
CasinoGolf trip
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
77
![Page 78: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/78.jpg)
78
Base: Day Person-Trips to Jacksonville
40
12
10
8
6
5
4
1
1
1
1
42
8
10
7
9
7
5
1
0
1
1
0 10 20 30 40
Visiting friends/relativesSpecial event
ShoppingCity tripTouring
OutdoorsTheme park
ResortGolf Trip
CruiseCasino
Percent
2016 2015
![Page 79: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/79.jpg)
1
7
2
5
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
79
![Page 80: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/80.jpg)
80
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Day Person-Trips to Jacksonville
![Page 81: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/81.jpg)
70
16
2
2
2
1
1
1
1
1
1
1
0 20 40 60 80
FloridaGeorgia
CaliforniaNew York
North CarolinaTexas
AlabamaIllinois
OhioSouth Carolina
IndianaOregon
Percent
81
Base: Day Person-Trips to Jacksonville
![Page 82: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/82.jpg)
28
22
10
6
6
4
4
3
2
0 10 20 30
Jacksonville, FL/GAOrlando-Daytona Beach, FL
Tampa-St. Petersburg-Sarasota, FLSavannah, GA/SC
Gainesville, FLWest Palm Beach-Ft. Pierce, FL
Miami-Ft. Lauderdale, FLTallahassee-Thomasville, FL/GA
Atlanta, GA
Percent
82
Base: Day Person-Trips to Jacksonville
![Page 83: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/83.jpg)
26
24
25
25
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips
83
![Page 84: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/84.jpg)
2.3
2.1
0.8
0.6
0 1 2 3 4
Jacksonville
U.S. Norm
Average Number of People
Adults Children
Total = 2.7
Base: Day Person-Trips
84
Total = 3.1
![Page 85: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/85.jpg)
38
22
15
11
10
8
8
8
7
7
5
5
5
28
8
5
6
12
7
4
8
8
6
4
4
4
0 10 20 30 40
ShoppingBeach/waterfront
ZooSwimming
Fine diningNational/state parkBar/disco/nightclub
MuseumLandmark/historic site
Theme parkTheaterFishing
Fair/exhibition/festival
Percent Jacksonville US Norm
Base: Day Person-Trips
85
![Page 86: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/86.jpg)
4 4
4
4
3
3
3
3
2
2
2
2
2
2
2
3
3
4
2
7
2
3
3
2
2
3
3
2
2
3
0 10 20 30 40
CampingBrewery
Business MeetingRock/pop concert
CasinoBiking
SpaDance
GolfEducational Seminar
WineryArt gallery
Boating/sailingPro/college sports eventConvention/Conference
Percent Jacksonville US Norm
Base: Day Person-Trips
86
![Page 87: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/87.jpg)
19
18
8
7
7
4
5
4
2
2
2
17
14
8
4
3
4
3
3
2
2
2
0 5 10 15 20
Historic PlacesCultural Activities/Attractions
Exceptional Culinary ExperiencesBrewery Tours/Beer Tasting
Traveling with GrandchildrenWinery Tours/Wine Tasting
Eco-TourismWedding
Religious TravelAgritourism
Medical Tourism
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
87
![Page 88: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/88.jpg)
74
37
32
24
23
15
14
12
11
69
31
26
24
22
13
13
8
12
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Looked at travel photos/video onlineAccessed travel news/events/deals/promotions
Connected with others interested in travelRead a travel blog
Tweeted about a tripGot travel advice
Percent Jacksonville U.S. Norm
88
Base: Day Person-Trips
![Page 89: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/89.jpg)
74
10
9
7
6
5
69
10
9
8
6
4
0 20 40 60 80
Used any social media for travel
Followed a destination/attraction
Contributed travel reviews
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent Jacksonville U.S. Norm
89
Base: Day Person-Trips
![Page 90: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/90.jpg)
90
Base: Day Person-Trips to Jacksonville
74
37
32
24
23
15
14
12
11
73
34
32
23
23
12
15
12
10
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Looked at travel photos/video onlineAccessed travel news/events/deals/promotions
Connected with others interested in travelRead a travel blog
Tweeted about a tripGot travel advice
Percent
2016 2015
![Page 91: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/91.jpg)
91
Base: Day Person-Trips to Jacksonville
74
10
9
7
6
5
73
8
9
9
5
7
0 20 40 60 80
Used any social media for travel
"Followed" a destination/attraction
Contributed travel reviews
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2016 2015
![Page 92: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/92.jpg)
92
43
22
3
1
38
19
6
3
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 93: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/93.jpg)
Demographic Profile of Day
Visitors
![Page 94: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/94.jpg)
94
46
54
48
52
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 95: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/95.jpg)
12
19
19
19
13
18
12
21
19
19
14
14
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent Jacksonville U.S. Norm
Average Jacksonville = 45.8
Average U.S. Norm = 44.7
Base: Day Person-Trips
95
![Page 96: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/96.jpg)
96
66
17
17
62
24
14
0 20 40 60
Married/ with partner
Single/never married
Divorced/widowed/separated
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 97: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/97.jpg)
97
16
36
17
16
15
20
33
19
17
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 98: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/98.jpg)
98
53
20
22
22
52
22
25
18
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 99: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/99.jpg)
99
18
39
24
18
1
20
39
23
17
1
0 10 20 30 40
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 100: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/100.jpg)
100
50
7
43
51
11
38
0 20 40 60
Full-time/self-employed
Part-time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 101: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/101.jpg)
101
2
10
14
25
49
4
13
14
22
46
0 20 40 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 102: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/102.jpg)
102
87
7
6
85
6
8
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 103: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/103.jpg)
103
91
9
92
8
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
![Page 104: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/104.jpg)
Appendix: Key Terms Defined
![Page 105: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/105.jpg)
An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home.
A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home.
A Person-Trip is one trip taken by one visitor.
Person-trips are the key unit of measure for this report.
105
![Page 106: Jacksonville 2016 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.vdocument.in/reader033/viewer/2022042912/5f44c86c4247df5a9b3ff480/html5/thumbnails/106.jpg)
Leisure Trips: Include all trips where the main purpose was one of the following:
Visiting friends/relatives
Touring through a region to experience its scenic beauty, history and culture
Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating
Special event, such as a fair, festival, or sports event
City trip
Cruise
Casino
Theme park
Resort (ocean beach, inland or mountain resort)
Skiing/snowboarding
Golf
Business Trips:
Conference/convention
Other business trip
Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure.
106
Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives
Total Trips = Leisure + Business + Business-Leisure