duluth, mn duluth 2015 visitor final report.pdfresponded that they were visiting friends and...
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![Page 1: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/1.jpg)
Duluth, MN 2015 Visitor Report
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Table of Contents
2
Introduction….....………………………………………………………………………………... 3
Methodology….…………………………………………………………………………………. 4
Key Findings……………………………………………………………………………………. 5
Size & Structure of the U.S. Travel Market………………………………………………….. 9
Size & Structure of Duluth’s Travel Market……………………………………………… 13
Overnight Trip Detail…......……………………..……...……………...………………………. 19
Overnight Expenditures…………………………………..……………………………… 20
Overnight Trip Characteristics……………..……………………………………………. 26
Demographic Profile of Overnight Visitors…………………………………………….. 54
Day Trip Detail…......……………………..……............……………...………………………. 65
Day Trip Expenditures………………………..…………..……………………………… 66
Day Trip Characteristics……………..………………………………………….………. 72
Demographic Profile of Day Trip Visitors…………………………………..………….. 86
Appendix: Key Terms Defined…………………………………………...………..…………... 97
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Introduction
3
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 ever 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 Duluth’s domestic tourism
business in 2015.
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Methodology
4
Each quarter, a random cross-section of online sample is sent an e-mail
invitation to participate in the survey. A reminder is e-mailed several days
later to non-responders.
For the 2015 travel year, this yielded:
337,164 trips for analysis nationally:
237,555 overnight trips
99,609 day trips
For Duluth, the following sample was achieved in 2015:
462 trips:
308 overnight trips
154 day trips*
For analysis, data were weighted on key demographics to correct for any
differences between the sample and U.S. population targets.
*Caution should be used in interpreting day trip data in this report due to low sample size
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Key
Findings
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Key Findings
6
In 2015, Duluth had 6.7 million person trips. 34% were overnight trips
and 66% were day trips.
The overnight trips generated $319 million in spending.
When asked about the main purpose of their overnight trip, 39%
responded that they were visiting friends and relatives, while 56% 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 touring through the region and
trips to enjoy outdoor activities.
The average number of nights spent in Duluth on an overnight trip was
2.7 nights and the average travel party size was 3 persons.
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Key Findings – (Cont’d)
7
Travelers on overnight trips to Duluth were more likely to arrive in
their own car and less likely to arrive by plane than the national
average.
Travelers on overnight trips to Duluth were most likely to engage
social media by posting photos online, reading travel reviews and
accessing news/promotions.
The top four states of origin for overnight trips were Minnesota,
Illinois, Wisconsin and Michigan. The top four DMA’s of origin were
Minneapolis-St. Paul, Duluth, Chicago and Fargo.
The top five activities engaged in by travelers on overnight trips to
Duluth were Shopping, visiting a Landmark/Historic Site, visiting a
National or State Park, Hiking/Backpacking and Fine Dining.
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Key Findings – (Cont’d)
8
Overall trip experience and friendliness of the people received the
highest satisfaction ratings for overnight visitors to Duluth.
87% of overnight visitors had visited Duluth before, and 71% said
they had visited in the past year.
62% of overnight trips were planned 2 months or less before the trip,
and 9% did not plan anything in advance.
“Advice from friends and relatives” was the most frequently cited
source of planning information at 18% and the top ranked method of
booking was “Hotel or Resort” at 28%.
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Size & Structure of the
U.S. Travel Market
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Total Size of the U.S. Travel Market— 2011-2015
1,413 1,451 1,480 1,532 1,568
0
500
1,000
1,500
2,000
2011 2012 2013 2014 2015
Mill
ion
s o
f Tr
ips
10
Base: Total Overnight Person-Trips
2.4%
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Structure of the U.S. Travel Market —2015 Overnight Trips
11
Visiting Friends/Relatives
44%
Marketable43%
Business10%
Business-Leisure3%
Base: Total Overnight Person-Trips
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U.S. Market Trends for Overnight Trips— 2015 vs. 2014
2
3
1
4
2
-10 -5 0 5 10
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
Base: Total Overnight Person-Trips
12
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Size & Structure of
Duluth’s Travel Market
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Total Size of the DuluthTravel Market in 2015
14
Total Person-Trips = 6.7 Million
Day Trips66%
Overnight Trips34%
2.3 Million4.4 Million
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Size of Duluth’s Overnight Travel Market— Adults vs. Children
15
Total Overnight Person-Trips = 2.3 Million
Adults73%
Children27%
0.6 Million
1.7 Million
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Duluth’s Overnight Travel Market —by Trip Purpose
16
Visits to Friends/Relatives
39%
Marketable56%
Business3%
Business-Leisure2%
Adult Overnight Person-Trips = 1.7 Million
0.7 Million
0.9 Million0.04 Million
0.04 Million
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Size of Duluth’s Day Travel Market — Adults vs. Children
17
Total Day Person-Trips = 4.4 Million
Adults76%
Children24%
1 Million
3.4 Million
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Duluth’s Day Travel Market— by Trip Purpose
18
Visits to Friends/Relatives
24%
Marketable69%
Business4%
Business-Leisure3%
Adult Day Person-Trips = 3.4 Million
0.8 Million
2.3 Million
0.2 Million
0.1 Million
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Overnight Trip Detail
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Overnight Expenditures
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Total Overnight Spending — by Sector
21
Total Spending = $319 Million
Lodging42%
Restaurant Food &
Beverage25%
Retail13%
Recreation10%
Transportation10%
$133 Million
$32 Million
$32 Million
$42 Million
$80 Million
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Average Per Person Expenditures on Overnight Trips — By Sector
22
$58
$35
$18$14 $14
0
20
40
60
Lodging RestaurantFood &
Beverage
RetailPurchases
Recreation/Sightseeing/
Entertainment
Transportationat Destination
Do
llars
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Average Per Person Expenditures on Overnight Trips — by Trip Purpose
23
$135
$00
50
100
150
Leisure Business*
Do
llars
*Low Business Base
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Average Per Party Expenditures on Overnight Trips — By Sector
24
$161
$97
$50$39 $38
0
50
100
150
200
Lodging RestaurantFood &
Beverage
RetailPurchases
Recreation/Sightseeing/
Entertainment
Transportationat Destination
Do
llars
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Average Per Party Expenditures on Overnight Trips — by Trip Purpose
25
$382
$00
100
200
300
400
Leisure Business*
Do
llars
*Low Business Base
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Overnight Trip Characteristics
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27
Main Purpose of Trip
39
17
13
8
7
6
2
1
2
1
2
0 10 20 30 40 50
Visiting friends/relatives
Touring
Outdoors
Special event
City trip
Casino
Skiing/Snowboarding
Resort
Other business trip
Conference/Convention
Business-leisure
Percent
Marketable
Trips
56%
Base: Total Overnight Person-Trips
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Main Purpose of Leisure Trip —Duluth vs. National Norm
28
39
17
13
8
7
6
2
1
44
8
6
7
5
4
1
5
0 10 20 30 40 50
Visiting friends/relatives
Touring
Outdoors
Special event
City trip
Casino
Skiing/Snowboarding
Resort
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
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Main Purpose of Business Trip —Duluth vs. National Norm
29
2
1
6
4
0 2 4 6 8
Other business trip
Conference/Convention
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
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State Origin Of Trip
30
Base: Overnight Person-Trips to Duluth
60
6
6
3
3
2
2
2
2
2
0 10 20 30 40 50 60 70
Minnesota
Illinois
Wisconsin
Michigan
Arizona
Alaska
Washington
California
South Dakota
Nebraska
Percent
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DMA Origin Of Trip
31
Base: Overnight Person-Trips to Duluth
52
8
5
4
2
2
2
2
2
0 20 40 60
Minneapolis-St. Paul, MN
Duluth-Superior, MN/WI
Chicago, IL
Fargo-Valley City, ND
Phoenix, AZ
Seattle-Tacoma, WA
New York, NY/NJ/PA/CT
Omaha, NE/IA
Los Angeles, CA
Percent
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Season of Trip
32
20
25
33
22
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Total Overnight Person-Trips
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33
Satisfaction with Trip% Very Satisfied
80
71
67
66
56
55
38
75
66
57
64
66
51
43
0 20 40 60 80 100
Overal trip experience
Friendliness of people
Sightseeing and attractions
Quality of food
Quality of accommodations
Value for money
Music/nightlife/entertainment
Percent
Duluth U.S. Norm
Base: Total Overnight Person-Trips
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87
71
87
75
0 20 40 60 80 100
Ever
Past Year
Percent
Duluth U.S. Norm 34
Past Visitation
Base: Total Overnight Person-Trips
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Length of Trip Planning
35
3
10
16
19
43
9
3
13
18
17
35
14
0 10 20 30 40 50
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
Duluth US Norm
Base: Total Overnight Person-Trips
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Trip Planning Information Sources
36
18
17
14
10
10
8
8
6
5
15
15
16
9
9
7
9
12
3
0 5 10 15 20
Advice from relatives or friends
Online travel agencies
Hotel or resort
Social Media
Destination websites
Auto club/AAA
Travel company websites
Airline/commercial carrier
Lodging sharing websites
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
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Trip Planning Information Sources (Cont’d)
37
4
3
3
2
2
1
1
1
1
5
3
6
2
3
2
2
1
1
0 5 10 15 20
Travel guide/other books
800/888 number
Travel agent/company
Newspaper articles/ad
Visitors' bureau/gov tourism office
TV program/ad
Magazine articles/ad
Radio show/ad
Travel/ski show or exhibition
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
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Method of Booking Trip
38
28
14
7
6
6
5
5
4
4
18
15
13
8
4
7
4
4
2
0 10 20 30
Hotel or resort
Online travel agencies
Airline/commercial carrier
Travel company websites
800/888 number
Advice from relatives or friends
Destination websites
Auto club/AAA
Lodging sharing websites
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
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Method of Booking Trip (Cont’d)
39
3
2
1
1
1
1
0
0
6
1
1
1
1
1
2
1
0 10 20 30
Travel agent/company
Visitors' bureau/gov tourism office
Newspaper articles/ad
Magazine articles/ad
TV program/ad
Radio show/ad
Travel guide/other books
Travel/ski show or exhibition
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 40: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/40.jpg)
40
Devices Used for Trip Planning
52
43
30
18
13
45
41
27
17
16
0 20 40 60
Laptop
Home (desktop) computer
Smartphone
Tablet
None of these
Percent
Duluth U.S. Norm
Base: Total Overnight Person-Trips
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41
Devices Used During Trip
69
37
29
18
65
28
33
22
0 20 40 60 80
Smartphone
Tablet
Laptop
None of these
Percent
Duluth U.S. Norm
Base: Total Overnight Person-Trips
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Total Nights Away on Trip
42
19
34
23
13
10
2
21
26
26
12
11
4
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Duluth US Norm
Average
Duluth
= 3.7 Nights
Average
US Norm
= 4 Nights
Base: Total Overnight Person-Trips
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Number of Nights Spent in Duluth
43
Average Nights Spent in Duluth = 2.7
28
36
24
8
4
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Base: Total Overnight Person-Trips with 1+ nights spent in Duluth
![Page 44: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/44.jpg)
Size of Travel Party
44
2.3
2.3
0.7
0.6
0 1 2 3 4
Duluth
US Norm
Average No. of People
Adults Children
Total = 3
Total = 2.9
Base: Total Overnight Person-Trips
![Page 45: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/45.jpg)
Transportation
45
84
12
11
6
5
3
3
3
2
2
65
26
19
9
2
5
1
6
5
3
0 20 40 60 80 100
Own car/truck
Plane
Rental car
Traditional Taxi
Camper, R.V
Train
Motorcycle
Bus
Online Taxi Svc
Ship/Boat
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 46: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/46.jpg)
Accommodations
46
53
29
7
7
7
5
3
2
1
1
4
54
28
4
3
3
5
4
4
4
2
6
0 20 40 60
Hotel/Motel
Friends/relatives' dwelling (not paid for)
Campground/trailer park/RV park
Country Inn/Lodge
Rented cottage/cabin
Bed & Breakfast
Own home/condo/apt/second home
Rented home/condo/apartment
Time Share
Boat/cruise ship
Other
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 47: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/47.jpg)
Activities and Experiences
47
38
25
23
21
19
17
17
14
13
11
10
9
35
14
10
7
23
16
11
16
10
11
5
5
0 10 20 30 40
Shopping
Landmark/Historic Site
National/State Park
Hiking/Backpacking
Fine Dining
Beach
Museum
Swimming
Casino
Bar/Disco
Fishing
Camping
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 48: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/48.jpg)
Activities and Experiences (Cont’d)
48
7
7
6
5
5
4
4
4
4
3
3
5
5
5
5
5
5
8
2
3
1
4
0 10 20 30 40
Boating/Sailing
Art Gallery
Zoo
Brewery
Fair/Exhibition/Festival
Dance
Theme Park
Birding
Biking
Skiing/Snowboarding
Golf
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 49: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/49.jpg)
Activities and Experiences (Cont’d)
49
3
3
2
2
2
2
2
2
2
2
2
4
1
5
4
2
7
2
6
3
2
2
0 10 20 30 40
Conference/Convention
Glamping
Spa
Winery
Mountain Climbing
Theater
Trade Show
Business Meeting
Pro/College Sports
Watch Amateur/Youth Sports
Participate in Adult Sports Event
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 50: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/50.jpg)
Activities of Special Interest
50
32
19
18
8
7
6
4
3
3
2
2
21
22
17
5
11
5
5
4
5
3
2
0 10 20 30 40
Historic places
Family Reunion
Cultural activities/attractions
Wedding
Exceptional culinary experiences
Brewery Tours/Beer Tasting
Winery tours/Wine tasting
Eco-Tourism
Traveling with grandchildren
Religious Travel
Medical Tourism
PercentDuluth US Norm
Base: Total Overnight Person-Trips
![Page 51: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/51.jpg)
Online Social Media Use by Travelers
51
68
34
27
20
19
17
13
11
68
34
28
21
22
13
11
11
0 20 40 60 80
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Accessed travel news/events/deals/promotions
Looked at travel photos/video online
Connected with others interested in travel
Got travel advice
Contributed travel reviews
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 52: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/52.jpg)
68
10
9
7
6
5
5
68
13
9
9
6
9
5
0 20 40 60 80
Used any social media for travel
Read a travel blog
"Followed" a destination/attraction
Gave travel advice
Subscribed to a travel e-newsletter
Tweeted about a trip
Blogged about a trip
Percent
Duluth US Norm
Online Social Media Use by Travelers (Cont’d)
52
Base: Total Overnight Person-Trips
![Page 53: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/53.jpg)
Organization Membership
53
31
18
3
3
43
22
4
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Duluth U.S. Norm
Base: Total Overnight Person-Trips
![Page 54: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/54.jpg)
Demographic Profile of Overnight Visitors to Duluth
![Page 55: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/55.jpg)
Gender
55
44
56
48
52
0 20 40 60
Male
Female
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 56: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/56.jpg)
Age
56
14
42
31
13
13
40
30
17
0 10 20 30 40 50
18-24
25-44
45-64
65 or older
Percent
Duluth US Norm
Duluth Average = 43 US Average = 45
Base: Total Overnight Person-Trips
![Page 57: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/57.jpg)
Household Size
57
23
32
20
14
11
20
36
18
15
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
Duluth Average = 2.7 US Average = 2.7
![Page 58: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/58.jpg)
Household Income
58
3
13
18
25
41
6
15
16
22
41
0 10 20 30 40 50
$150K+
$100-$149.9K
$75K-$99.9K
$50K-$74.9K
Under $49.9K
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 59: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/59.jpg)
Marital Status
59
66
21
13
62
24
14
0 10 20 30 40 50 60 70
Married/ with partner
Single/Never Married
Separated/Divorced/Widowed
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 60: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/60.jpg)
Children in Household
60
53
22
24
20
56
20
22
18
0 20 40 60
No Children Under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 61: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/61.jpg)
Education
61
18
47
25
10
1
22
40
23
14
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 62: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/62.jpg)
Employment
62
50
13
37
51
10
39
0 20 40 60
Full-time/Self-employed
Part-time
Not employed/Retired/Student/Other
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 63: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/63.jpg)
Race
63
88
3
9
82
8
10
0 20 40 60 80 100
White
African-American
Other
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 64: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/64.jpg)
Hispanic Background
64
96
4
91
9
0 20 40 60 80 100
No
Yes
Percent
Duluth US Norm
Base: Total Overnight Person-Trips
![Page 65: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/65.jpg)
Day Trip Detail
![Page 66: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/66.jpg)
Day Trip Expenditures
![Page 67: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/67.jpg)
Total Day Trip Spending — by Sector
67
Total Spending = $298 Million
Restaurant Food &
Beverage34%
Retail40%
Transportation13%
Recreation13%
$102 Million
$38 Million $39 Million
$119 Million
![Page 68: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/68.jpg)
Average Per Person Expenditures on Day Trip — By Sector
68
$27
$23
$9 $9
0
10
20
30
Retail Purchases Restaurant Food &Beverage
Transportation atDestination
Recreation/Sightseeing/
Entertainment
Do
llars
![Page 69: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/69.jpg)
Average Per Person Expenditures on Day Trip — by Trip Purpose
69
$66
$00
20
40
60
80
Leisure Business*
Do
llars
*Low Business Base
![Page 70: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/70.jpg)
Average Per Party Expenditures on Day Trip — By Sector
70
$73$63
$24 $23
0
20
40
60
80
Retail Purchases Restaurant Food &Beverage
Transportation atDestination
Recreation/Sightseeing/
Entertainment
Do
llars
![Page 71: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/71.jpg)
Average Per Party Expenditures on Day Trip — by Trip Purpose
71
$180
$00
50
100
150
200
Leisure Business*
Do
llars
Base: Total Day Person-Trips
*Low Business Base
![Page 72: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/72.jpg)
Day Trip Characteristics
![Page 73: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/73.jpg)
73
Main Purpose of Trip
24
24
15
9
7
6
4
3
4
<1
3
0 10 20 30
Visiting friends/relatives
Touring
Shopping
City trip
Special event
Outdoors
Ski/Snowboarding
Casino
Other business trip
Conference/convention
Business-leisure
Percent
Marketable
Trips
69%
Base: Total Day Person-Trips
![Page 74: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/74.jpg)
Main Purpose of Day Leisure Trip— Duluth vs. National Norm
74
24
24
15
9
7
6
4
3
37
11
8
8
8
7
<1
4
0 10 20 30 40
Visiting friends/relatives
Touring
Shopping
City trip
Special event
Outdoors
Ski/Snowboarding
Casino
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 75: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/75.jpg)
Main Purpose of Day Business Trip — Duluth vs. National Norm
75
4
<1
6
2
0 2 4 6
Other business trip
Conference/Convention
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 76: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/76.jpg)
State Origin Of Trip
76
70
14
5
2
2
2
0 20 40 60 80
Minnesota
Wisconsin
Michigan
Virginia
Illinois
Massachusetts
Percent
Base: Total Day Person-Trips
![Page 77: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/77.jpg)
DMA Origin Of Trip
77
57
25
3
0 20 40 60
Minneapolis-St. Paul, MN
Duluth-Superior, MN/WI
Marquette, MI
Percent
Base: Total Day Person-Trips
![Page 78: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/78.jpg)
Season of Trip
78
19
22
30
29
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Total Day Person-Trips
![Page 79: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/79.jpg)
Size of Travel Party
79
2.1
2.1
0.7
0.7
0 1 2 3 4
Duluth
US Norm
Average No. of People
Adults Children
Total = 2.8
Total = 2.8
Base: Total Day Person-Trips
![Page 80: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/80.jpg)
44
23
21
20
19
13
10
9
8
8
7
7
5
5
29
9
6
12
8
7
8
5
3
7
4
2
4
4
0 10 20 30 40 50
Shopping
Landmark/Historic Site
Hiking/Backpacking
Fine Dining
Beach
National/State Park
Museum
Zoo
Brewery
Swimming
Fair/Exhibition/Festival
Boating/Sailing
Fishing
Bar/Disco
Percent
Duluth US Norm
Activities and Experiences
80
Base: Total Day Person-Trips
![Page 81: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/81.jpg)
Activities and Experiences (Cont’d)
81
5
4
4
4
4
3
3
3
3
3
2
2
2
2
4
3
1
2
1
6
3
2
4
7
2
2
1
1
0 10 20 30 40 50
Business Meeting
Winery
Skiing
Biking
Symphony
Theme Park
Art Gallery
Camping
Theater
Casino
Conference/Convention
Dance
Opera
Hunting
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 82: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/82.jpg)
Activities of Special Interest
82
36
20
11
5
5
4
4
4
3
2
2
17
14
16
8
3
4
4
4
2
3
2
0 10 20 30 40
Historic places
Cultural activities/attractions
Family Reunion
Exceptional culinary experiences
Traveling with grandchildren
Eco-Tourism
Brewery tours/Beer tasting
Winery tours/Wine tasting
Religious Travel
Wedding
Medical Tourism
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 83: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/83.jpg)
Social Media Use by Travelers
83
71
41
32
31
23
19
14
14
67
32
27
23
22
13
11
9
0 20 40 60 80
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Read a travel blog
Got travel advice
"Followed" a destination/attraction
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 84: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/84.jpg)
Social Media Use by Travelers (Cont’d)
84
71
13
9
9
9
8
6
67
9
8
12
8
5
4
0 20 40 60 80
Used any social media for travel
Contributed travel reviews
Tweeted about a trip
Connected with others interested in travel
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Duluth US Norm
Base: Total Day Person-Trips
![Page 85: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/85.jpg)
Organization Membership
85
28
25
6
2
37
19
3
2
0 10 20 30 40
AAA
AARP
National Motor Club
Better World Club
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 86: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/86.jpg)
Demographic Profile of
Day Visitors to Duluth
![Page 87: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/87.jpg)
Gender
87
29
71
46
54
0 20 40 60 80
Male
Female
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 88: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/88.jpg)
Age
88
11
44
29
16
13
40
33
14
0 10 20 30 40 50
18-24
25-44
45-64
65 or older
Percent
Duluth U.S. Norm
Duluth Average = 44 U.S. Average = 44
Base: Total Day Person-Trips
![Page 89: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/89.jpg)
Household Size
89
19
37
21
14
9
19
34
19
16
12
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
Duluth Average = 2.6 U.S. Average = 2.8
![Page 90: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/90.jpg)
Household Income
90
3
9
18
32
38
4
12
14
22
48
0 10 20 30 40 50
$150K+
$100-$149.9K
$75K-$99.9K
$50K-$74.9K
Under $49.9K
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 91: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/91.jpg)
Marital Status
91
66
21
13
61
24
15
0 10 20 30 40 50 60 70
Married/ with partner
Single/Never Married
Separated/Divorced/Widowed
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 92: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/92.jpg)
Children in Household
92
53
17
19
21
52
21
23
20
0 10 20 30 40 50 60 70
No Children Under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 93: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/93.jpg)
Education
93
13
48
23
16
<1
19
38
25
17
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 94: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/94.jpg)
Employment
94
56
10
34
49
10
41
0 20 40 60
Full-time/Self-employed
Part-time
Not employed/Retired/Student/Other
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 95: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/95.jpg)
Race
95
86
5
9
82
8
10
0 20 40 60 80 100
White
African-American
Other
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 96: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/96.jpg)
Hispanic Background
96
97
3
91
9
0 20 40 60 80 100
No
Yes
Percent
Duluth U.S. Norm
Base: Total Day Person-Trips
![Page 97: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/97.jpg)
Appendix A: Key Terms Defined
![Page 98: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/98.jpg)
Key Terms Defined
98
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.
![Page 99: Duluth, MN Duluth 2015 Visitor Final Report.pdfresponded that they were visiting friends and relatives, while 56% said they were on marketable trips. Marketable trips are defined as](https://reader034.vdocument.in/reader034/viewer/2022042323/5f0df85c7e708231d43cfadd/html5/thumbnails/99.jpg)
Trip-Type Segments
99
Leisure Trips: includes 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: includes
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.
Marketable
Trips:
Includes all
leisure trips,
with the
exception of
visits to
friends/relatives
Total Trips = Leisure + Business + Business-Leisure