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Jacksonville 2016 Visitor Research
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
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
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
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
Key Findings
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
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
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
Size & Structure of the U.S. Travel Market
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
Visits to Friends/Relati
ves 43%
Marketable 45%
Business 9%
Business-Leisure
3%
Base: Overnight Person-Trips
12
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
Size & Structure of Jacksonville’s
Domestic Travel Market
Total Person-Trips = 21.1 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
10.0 Million
11.1 Million
15
+3.4% vs. 2015
9.7 10.0
0
5
10
15
20
25
2015 2016
Mill
ions
of T
rips
Base: Overnight Person-Trips
16
+3.1%
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
[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
Overnight Trip Expenditures
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
$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
$130
0
100
200
Leisure Business**
Dol
lars
Base: Overnight Person-Trips
22
* Low base sizes
$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
$377
0
100
200
300
400
Leisure Business**
Dol
lars
Base: Overnight Person-Trips
24
* Low base sizes
Overnight Trip Characteristics
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
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
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
2
5
4
7
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
29
30
2
5
2
5
0 2 4 6 8
Conference/convention
Other business trip
Percent
2017 2016
Base: Overnight Person-Trips to Jacksonville
31
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Overnight Person-Trips to Jacksonville
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
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
25
26
25
24
0 10 20 30
January-March
April-June
July-September
October-December
Percent
34
Base: Overnight Person-Trips to Jacksonville
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
78
63
67
64
0 20 40 60 80
Ever
Past Year
Percent
2016 2015
36
Base: Overnight Person-Trips
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Demographic Profile of Overnight Visitors
59
55
45
51
49
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
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
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
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
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
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
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
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
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
68
89
11
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
Day Trip Expenditures
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
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
$60
0
20
40
60
80
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
72
* Low base sizes
$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
$170
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
74
* Low base sizes
Day Trip Characteristics
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
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
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
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
80
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Day Person-Trips to Jacksonville
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
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
26
24
25
25
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips
83
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
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
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
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
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
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
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
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
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
Demographic Profile of Day
Visitors
94
46
54
48
52
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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
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
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
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
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
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
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
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
103
91
9
92
8
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
Appendix: Key Terms Defined
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
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