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Denver Travel Year 2014

Final Report2014Table of ContentsPage

Background & Purpose3Survey Method5Highlights and Conclusions6Results in DetailSize & Structure of Denvers Overnight Travel MarketTravel ExpendituresKey Travel TrendsSources of BusinessOvernight Visitor ProfileDenver Overnight Trip Planning & BookingTripographicsThe Trip ExperienceDenvers Product DeliveryAppendix A: Trend Data

22Background & PurposeVISIT DENVER, The Convention & Visitors Bureau, has commissioned Longwoods International to conduct an ongoing program of research to assess the citys current position and future opportunities within the American travel market.Beginning with Longwoods 1990 TRAVEL USA Benchmark Study, the most comprehensive single study ever conducted of the American leisure traveler, Denvers tourism business has been monitored quarterly with large-scale probes of a representative and projectable sample of leisure travelers across the U.S.A sample of business travelers was added to the study for the first time in 1994.Since 2007, information on day trip visitor volume, expenditures and demographics has been provided. Nonetheless, the primary focus of the study remains on overnight travel.33Background & Purpose (Contd)The purpose of the research is to track:size of market, in terms of visitors and expendituresthe profile of the Denver visitor:demographics, geography and lifestyletrip characteristics:trip planning, transportation, accommodations, dining, sports, recreation, sightseeing, entertainment, etc.Denvers product delivery, i.e., Denvers image among visitors44Survey MethodDenver visitors were identified using Longwoods Travel USA, our syndicated study which surveys a projectable national sample of U.S. residents quarterly.Online self-completion surveyRespondents 18+ years of age selected randomly from a major national Internet consumer panelQuarterly data is aggregated for annual reportingAn initial survey gathers data on visitors to all destinations. A detailed follow-up questionnaire is e-mailed on a quarterly basis to respondents identified as Denver visitors over the year the follow-up sample totaled 1,773 day and overnight visitors.Response rates were high, with 65% completing the survey.In 2014, the final sample totaled 1,035 overnight visitors and 738 day visitors to Denver.55Size & Structure of Denvers Overnight Travel MarketOvernight Trips to Denver7Total 2014 Trips = 15.4 Million Main Purpose of Leisure Trips8Base: Overnight Leisure Visitors* Theme Park, Resort, Cruise Travel ExpendituresTravel Spending in Denver10$4.61 BillionBase: Total VisitorsTotal = $5.28 Billion Travel Spending by Sector Day & Overnight Visitors11Total Spending = $5.28 Billion$1,347 Million$539 Million$786 Million$1,471 Million$1,132 Million Travel Spending by Sector Overnight Visitors12Total Spending = $4.61 Billion$1,347 Million$398 Million$579 Million$1,369 Million$913 Million Travel Spending by Sector Day Visitors13Total Spending = $670 Million$219 Million$103 Million$141 Million$207 Million 14Ground Transportation Expenditures Overnight VisitorsTotal = $1.37 Billion$543 Million$489 Million$169 Million$68 Million$26 Million$73 Million 1415Retail Expenditures Overnight VisitorsTotal = $579 Million$138 Million$180 Million$18 Million$89 Million$93 Million$62 Million 15Travel Spending by Type of Accommodation16Total = $4.6 Billion Business vs. Leisure Spending Overnight Visitors17Total = $4.6 Billion$1.0 Billion$3.6 Billion Contribution to Expenditures/Visitor Volumes18Base: Overnight Visitors Overnight Leisure Travel Spending by Purpose of Trip19Total = $3.6 Billion$315 Million$1,819 Million$126 Million$177 Million$279 Million$340 Million$131 Million$405 Million Total Overnight Expenditures By Category20AccommodationsFoodTransportationRetailRecreation/Sightseeing/Entertainment$705$1023$992$499$354$1106$796$1181$549$374 $1347$913$1369$579$398 Average Daily Expenditures Per Visitor21 Average Daily Expenditures Per Visitor22Marketable=$117VFR=$70 Business=$138Day=$66 Average Daily Expenditures Per Overnight Visitor - By Type of Accommodation23Any Commercial = $132No Commercial = $67 Average Daily Expenditures Per Overnight Leisure Visitor By Type of Accommodation24Any Commercial = $129No Commercial = $67 Average Daily Expenditures Per Overnight Business Visitor Staying in Commercial Accommodations*

25*Data for business travelers staying in non-commercial accommodations are not shown due to extremely small base sizeAverage = $150 Key Travel Trends2627Structure of the U.S. Travel Market 2014 Overnight Trips2727U.S. Market Trends for Overnight Trips 2014 vs. 201328Base: Adult Overnight Trips28U.S. Overnight Marketable Trip Trends 2014 Travel Year29U.S. Marketable Trips Special Event, Casino & City Trips30U.S. Marketable Trips Touring & Outdoor Trips31U.S. Marketable Trips Business/Leisure, Resort* & Ski Trips32* Combines Country and Beach starting in 2007 and Resort plus Golf starting in 2013 U.S. Business Trips33Total Overnight Trips to Denver 1994 to 20143413.614.0 15.4 10%347.9Structure of Denvers Overnight Leisure Travel Market35*Data are rounded5.75.35.25.96.47.16.46.98.08.17.87.99.16.19.69.710.110.911.011.39%13%11.7 13.0 35Overnight Leisure Trips to Denver36Visit Friends/RelativesMarketable Trips13% 9% 36Denvers Travel Market Share37Percent Identifying Denver as Main Destination of Leisure Trip1.5% 37Top U.S. City Destinations Share of All Overnight Trips38201220132014ShareShareShareOrlando 3.0%2.9%3.0%New York City 2.9%2.9%3.0%Los Angeles 2.7%2.7%2.8%Las Vegas 3.0%3.0%2.7%San Francisco 1.6%1.9%2.0%Chicago 1.6%1.8%1.8%San Diego 1.7%1.7%1.7%Atlanta 1.6%1.4%1.4%Dallas 1.3%1.4%1.4%Miami 1.2%1.3%1.4%Atlantic City 1.6%1.6%1.3%Tampa Bay 1.3%1.1%1.2%Houston 1.1%1.1%1.2%Anaheimn/an/a1.2%Denver0.8%0.8%1.1%Fort Lauderdale0.9%0.9%1.0%San Antonio 1.0%1.0%0.9%Myrtle Beach0.9%0.8%0.9% Top U.S. City Destinations Visits to Friends/Relatives39201220132014ShareShareShareNew York City2.6%2.6%3.1%Los Angeles2.7%2.8%2.9%San Francisco1.6%1.7%2.0%Chicago1.6%1.7%1.9%Orlando1.7%1.7%1.8%Dallas1.5%1.6%1.6%Atlanta1.9%1.5%1.6%San Diego1.5%1.5%1.6%Houston1.3%1.4%1.4%Tampa Bay1.4%1.1%1.2%Miami1.0%1.1%1.2%Denver0.7%0.9%1.2%Boston0.8%0.9%1.1%Las Vegas1.0%1.1%1.1%Phoenix1.2%1.3%1.0%New York City2.6%2.6%3.1%Los Angeles2.7%2.8%2.9% Top U.S. City Destinations Marketable Leisure Trips40201220132014ShareShareShareLas Vegas5.0%4.9%4.4%Orlando4.4%4.3%4.3%New York City3.0%3.1%3.4%Los Angeles2.6%2.6%2.6%Atlantic City2.7%2.6%2.1%San Diego1.8%1.9%1.9%San Francisco1.7%1.9%1.9%Miami1.5%1.6%1.6%Chicago1.4%1.5%1.5%Anaheimn/an/a1.5%Myrtle Beach 1.4%1.3%1.3%Tampa Bay1.3%1.1%1.2%Fort Lauderdale 0.9%0.9%1.1%Daytona Beach 1.2%1.2%1.0%Atlanta1.2%1.0%1.0%San Antonio1.0%0.9%0.9%Denver0.7%0.8%0.9%Washington DC 0.8%1.1%0.8% Top U.S. City Destinations Touring Trips41201220132014ShareShareShareNew York City3.0%3.2%3.0%San Francisco2.6%3.0%2.5%Los Angeles2.7%2.8%2.5%Washington D.C. 2.6%2.9%2.1%San Diego1.8%2.1%1.7%Las Vegas2.0%2.0%1.7%Miami1.2%1.5%1.5%New Orleans 1.2%1.6%1.4%Nashville1.3%1.4%1.2%Savannah 1.3%1.3%1.2%San Antonio1.4%1.2%1.2%Orlando1.2%1.1%1.2%Chicago1.2%1.1%1.2%Denver0.9%0.7%1.2% Top U.S. City Destinations Special Event Trips42201220132014ShareShareShareNew York City3.0%2.8%3.3%Las Vegas2.8%2.4%2.8%Los Angeles2.0%2.5%2.6%Chicago 2.2%2.2%2.1%Orlando1.6%1.5%2.1%San Francisco1.3%2.0%1.9%Atlanta2.1%1.8%1.8%San Diego1.6%1.6%1.7%Dallas1.5%1.8%1.5%Miami1.2%0.8%1.3%Nashville0.9%0.9%1.2%Denver1.0%1.2%1.1%Houston1.0%1.1%1.1%Indianapolis 1.1%1.0%1.1%Boston1.1%1.0%1.1%New Orleans1.2%0.9%1.1%Austinn/a1.0%1.1% Top U.S. City Destinations Combined Business/Leisure Trips43201220132014ShareShareShareNew York City3.6%4.0%4.2%Los Angeles3.1%3.2%3.5%Las Vegas2.7%2.8%2.9%Chicago1.6%1.4%2.4%San Francisco2.2%2.1%2.0%Orlando2.1%3.0%1.9%Atlanta2.1%2.0%1.8%Miami1.5%1.8%1.8%San Diego1.3%1.8%1.8%Dallas2.2%2.0%1.7%Tampa Bay1.3%1.4%1.6%Seattle0.8%1.1%1.5%Denver1.2%1.1%1.4% Top U.S. City Destinations Ski Trips44201220132014ShareShareShareVail 3.1%3.8%6.2%Breckenridge3.1%3.0%4.7%Denver4.2%4.8%4.5%Steamboat Springs0.9%2.5%2.5%Park CityN/A1.9%2.4% Top U.S. City Destinations City Trips45201220132014ShareShareShareNew York City10.7%10.8%11.3%Chicago4.5%5.3%4.5%San Francisco3.4%3.9%3.9%Las Vegas3.4%3.5%3.7%Los Angeles3.4%3.5%3.7%San Diego2.3%2.4%2.5%Atlanta2.4%1.9%1.9%Dallas1.6%1.7%1.8%Washington, DC0.9%2.0%1.7%Miami1.4%1.9%1.6%Orlando1.3%1.5%1.5%Atlantic City1.7%1.4%1.5%Seattle 1.2%1.4%1.5%Boston1.3%1.2%1.5%San Antonio1.6%1.3%1.4%New Orleans 1.3%1.4%1.3%Nashville1.0%1.3%1.3%Houston1.4%1.0%1.2%Denver0.9%1.3%1.1% Denvers Overnight Leisure Trips 2014 vs. 201346 Overnight Business Trips to Denver47 5%Length of Stay Leisure48DenverU.S. NormBase: Overnight Leisure Trips Use of Escorted Tours/Prepaid Packages Leisure49Base: Overnight Leisure Trips Escorted Tours & Prepaid Packages to Denver Leisure50Escorted Group TourPrepaid PackageBase: Overnight Leisure Trips Total Travel Spending* in Denver Overnight Trips51*In actual dollars (not adjusted for inflation) 15%Total Travel Spending* in Denver Overnight Trips52*In actual dollars (not adjusted for inflation) Travel Spending* by Business Sector Overnight Trips53AccommodationsFoodTransportation Travel Spending* by Business Sector Overnight Trips (Contd)54RetailRecreation 3.2Inflation Adjusted Overnight Travel Spending in Denver552.82.73.02.83.43.13.13.33.64.1 55U.S. Overnight Marketable Leisure Trips by Month56Millions of TripsTotal 2010 Marketable Trips = 685 MillionTotal 2011 Marketable Trips = 695 MillionTotal 2012 Marketable Trips = 715 MillionTotal 2013 Marketable Trips = 777 MillionTotal 2014 Marketable Trips = 806 Million

57U.S. Overnight Marketable Leisure Trips by Month (Contd)Millions of Trips Total 2010 Marketable Trips = 685 MillionTotal 2011 Marketable Trips = 695 MillionTotal 2012 Marketable Trips = 715 MillionTotal 2013 Marketable Trips = 777 MillionTotal 2014 Marketable Trips = 806 Million

57U.S Overnight VFR Trips by Month58Millions of TripsTotal 2010 VFR Trips = 689 MillionTotal 2011 VFR Trips = 718 MillionTotal 2012 VFR Trips = 760 MillionTotal 2013 VFR Trips = 736 MillionTotal 2014 VFR Trips = 746 Million

59U.S. Overnight VFR Trips by Month (Contd)Millions of TripsTotal 2010 VFR Trips = 689 MillionTotal 2011 VFR Trips = 718 MillionTotal 2012 VFR Trips = 760 MillionTotal 2013 VFR Trips = 736 MillionTotal 2014 VFR Trips = 746 Million

59U.S Overnight Business Trips by Month60Millions of TripsTotal 2010 Business Trips = 217 MillionTotal 2011 Business Trips = 222 MillionTotal 2012 Business Trips = 193 MillionTotal 2013 Business Trips = 171 MillionTotal 2014 Business Trips = 176 Million

61U.S. Overnight Business Trips by Month(Contd)Millions of TripsTotal 2010 Business Trips = 217 MillionTotal 2011 Business Trips = 222 MillionTotal 2012 Business Trips = 193 MillionTotal 2013 Business Trips = 171 MillionTotal 2014 Business Trips = 176 Million

61Overnight Trips to Denver by Month62Millions of TripsTotal 2010 Overnight Trips = 12.7 MillionTotal 2011 Overnight Trips = 13.2 MillionTotal 2012 Overnight Trips = 13.6 MillionTotal 2013 Overnight Trips = 14.0 MillionTotal 2014 Overnight Trips = 15.4 Million

Overnight Trips to Denver by Month (Contd)63Millions of TripsTotal 2010 Overnight Trips = 12.7 MillionTotal 2011 Overnight Trips = 13.2 MillionTotal 2012 Overnight Trips = 13.6 MillionTotal 2013 Overnight Trips = 14.0 MillionTotal 2014 Overnight Trips = 15.4 Million

Overnight Marketable Leisure Trips to Denver by Month64Thousands of TripsTotal 2010 Marketable Trips = 4.4 MillionTotal 2011 Marketable Trips = 4.5 MillionTotal 2012 Marketable Trips = 4.9 MillionTotal 2013 Marketable Trips = 5.6 MillionTotal 2014 Marketable Trips = 6.1 Million

Overnight Marketable Leisure Trips to Denver by Month (Contd)65Thousands of TripsTotal 2010 Marketable Trips = 4.4 MillionTotal 2011 Marketable Trips = 4.5 MillionTotal 2012 Marketable Trips = 4.9 MillionTotal 2013 Marketable Trips = 5.6 MillionTotal 2014 Marketable Trips = 6.1 Million

Total 2010 VFR Trips = 6.5 MillionTotal 2011 VFR Trips = 6.5 MillionTotal 2012 VFR Trips = 6.3 MillionTotal 2013 VFR Trips = 6.2 MillionTotal 2014 VFR Trips = 7.0 Million

Overnight VFR Trips to Denver by Month66Thousands of Trips Total 2010 VFR Trips = 6.5 MillionTotal 2011 VFR Trips = 6.5 MillionTotal 2012 VFR Trips = 6.3 MillionTotal 2013 VFR Trips = 6.2 MillionTotal 2014 VFR Trips = 7.0 Million

Overnight VFR Trips to Denver by Month (Contd)67Thousands of Trips Total 2010 Business Trips = 1.8 MillionTotal 2011 Business Trips = 2.2 MillionTotal 2012 Business Trips = 2.3 MillionTotal 2013 Business Trips = 2.3 MillionTotal 2014 Business Trips = 2.4 Million

Overnight Business Trips to Denver by Month68Thousands of Trips Total 2010 Business Trips = 1.8 MillionTotal 2011 Business Trips = 2.2 MillionTotal 2012 Business Trips = 2.3 MillionTotal 2013 Business Trips = 2.3 MillionTotal 2014 Business Trips = 2.4 Million

Overnight Business Trips to Denver by Month (Contd)69Thousands of Trips Sources of Business70Denvers Sources of Business71States contributing more than 5%States contributing 2% - 5%DMAs contributing more than 2%Base: Overnight Leisure Trips Regional Sources of Overnight Trips72Base: Total Trips 72State Sources of Overnight Trips73 73State Sources of Overnight Trips (Contd)74 7475State Sources of Overnight Leisure TripsBase: Leisure Trips 7576State Sources of Overnight Leisure Trips (Contd)Base: Leisure Trips 76State Sources of Day Trips77Base: Leisure Trips 77Urban Sources of Overnight Trips78 78Urban Sources of Overnight Leisure Trips79Base: Leisure Trips 79Visitor ProfilesVisitor ProfilesGender of Overnight Leisure Travelers to Denver81Base: Overnight Leisure Trips Gender of Overnight Leisure Travelers to Denver82Base: Overnight Leisure Trips Gender of Overnight Business Travelers to Denver83Base: Overnight Business Trips Gender of Overnight Business Travelers to Denver84Base: Overnight Business Trips Age of Overnight Leisure Travelers to Denver85Base: Overnight Leisure TripsAverage Denver = 45.5Average U.S. = 44.0 Age of Overnight Leisure Travelers to Denver86Base: Overnight Leisure TripsAverage 2014 = 45.5Average 2013 = 42.6 Age of Overnight Business Travelers to Denver87Base: Overnight Business TripsAverage Denver = 48.3Average U.S. = 46.7 Age of Overnight Business Travelers to Denver88Base: Overnight Business TripsAverage 2014 = 48.3Average 2013 = 43.9 Marital Status of Overnight Leisure Travelers to Denver89Base: Overnight Leisure Trips Marital Status of Overnight Leisure Travelers to Denver90Base: Overnight Leisure Trips Marital Status of Overnight Business Travelers to Denver91Base: Overnight Business Trips Marital Status of Overnight Business Travelers to Denver92Base: Overnight Business Trips Household Size of Overnight Leisure Travelers to Denver93Base: Overnight Leisure Trips Household Size of Overnight Leisure Travelers to Denver94Base: Overnight Leisure Trips Household Size of Overnight Business Travelers to Denver95Base: Overnight Business Trips Household Size of Overnight Business Travelers to Denver96Base: Overnight Business Trips Presence of Children in Household of Overnight Leisure Travelers to Denver97Base: Overnight Leisure Trips Presence of Children in Household of Overnight Leisure Travelers to Denver98Base: Overnight Leisure Trips Presence of Children in Household of Overnight Business Travelers to Denver99Base: Overnight Business Trips Presence of Children in Household of Overnight Business Travelers to Denver100Base: Overnight Business Trips Education of Overnight Leisure Travelers to Denver101Base: Overnight Leisure Trips 101Education of Overnight Leisure Travelers to Denver102Base: Overnight Leisure Trips 102Education of Overnight Business Travelers to Denver103Base: Overnight Business Trips 103Education of Overnight Business Travelers to Denver104Base: Overnight Business Trips 104Employment of Overnight Leisure Travelers to Denver105Base: Overnight Leisure Trips Employment of Overnight Leisure Travelers to Denver106Base: Overnight Leisure Trips Employment of Overnight Business Travelers to Denver107Base: Overnight Business Trips Employment of Overnight Business Travelers to Denver108Base: Overnight Business Trips Income of Overnight Leisure Travelers to Denver109Base: Overnight Leisure Trips Income of Overnight Leisure Travelers to Denver110Base: Overnight Leisure Trips Income of Overnight Business Travelers to Denver111Base: Overnight Business Trips Income of Overnight Business Travelers to Denver112Base: Overnight Business Trips Race/Ethnicity of Overnight Leisure Travelers to Denver113Base: Overnight Leisure Trips Race/Ethnicity of Overnight Leisure Travelers to Denver114Base: Overnight Leisure Trips Race/Ethnicity of Overnight Business Travelers to Denver115Base: Overnight Business Trips Race/Ethnicity of Overnight Business Travelers to Denver116Base: Overnight Business Trips Hispanic Background of Overnight Leisure Travelers to Denver117Base: Overnight Leisure Trips Hispanic Background of Overnight Leisure Travelers to Denver118Base: Overnight Leisure Trips Hispanic Background of Overnight Business Travelers to Denver119Base: Overnight Business Trips Hispanic Background of Overnight Business Travelers to Denver120Base: Overnight Business Trips Membership in Auto/Travel Association of Overnight Leisure Travelers to Denver 121Base: Overnight Leisure TripsMembership in Auto/Travel Association of Overnight Business Travelers to Denver 122Base: Overnight Business TripsGender of Day Visitors123Base: Day Trips Age of Day Visitors124Base: Day TripsAverage Denver = 45.7Average U.S. = 44.8 Marital Status of Day Visitors125Base: Day Trips Household Size of Day Visitors126Base: Day Trips Children in Household of Day Visitors127Base: Day Trips Income of Day Visitors128Base: Day Trips Education of Day Visitors129Base: Day Trips 129Employment of Day Visitors130Base: Day Trips Race/Ethnicity of Day Visitors131Base: Day Trips Hispanic Background of Day Visitors132Base: Day Trips Denver Overnight Trip Planning & Booking134Denvers Planning Cycle Leisure 135Planning Cycle By Type of Accommodations 136Denvers Planning Cycle Business Information Sources Used For Planning Leisure137 Information Sources Used For Planning Leisure (Contd)138 139Information Sources Used For Planning By Type of Accommodations 140Information Sources Used For Planning By Type of Accommodations (Contd) 141Information Sources Used For Planning Business Use of Online Services in Denver Travel PlanningLeisureBusiness142 143Use of Online Services in Travel Planning Leisure 144Use of Internet For Trip Planning BusinessBase: Overnight Business Trips Publications Used For Trip Planning 145 Publications Used For Trip Planning- By Type of Accommodations 146 Places Where Publications Were Obtained 147Base: Vacationers who used publications to plan trips 148Which of Publications and Internet Were More Helpful?Base: Used Internet & Publications to Plan Trip 148149Elements of Trip Planned Online Leisure 150150Elements of Trip Planned Online By Type of Accommodations 151Elements of Trip Planned Online Business 152152Internet Sites Used for Planning TripBase: Used Internet for trip planning 153153Internet Sites Used for Planning Leisure TripBase: Used Internet for trip planning 154Internet Sites Used for Planning By Type of Accommodation 155Internet Sites Used for Planning Trip - Business 156Reason for Visiting Websites --- Leisure How Websites Were Discovered Leisure157 158Booking Cycle Leisure 159Booking Cycle By Type of Accommodations 160Booking Cycle Business 161Travel Agent Booked All/Part of Trip 162Travel Agent Booked All/Part of Denver Trip Travel Agent Booked All/Part of Denver TripLeisureBusiness163 Base: Overnight Trips164Used Internet to Book All/Part of Trip 165Used Internet to Book All/Part of Denver Trip Social Media Use in the Past 3 Months by Overnight Leisure Travelers166 Social Media Use in the Past 3 Months by Overnight Leisure Travelers (Contd)167 Social Media Use in the Past 3 Months by Overnight Leisure Travelers168 Social Media Use in the Past 3 Months by Overnight Leisure Travelers (Contd)169 Social Media Use in the Past 3 Months by Overnight Business Travelers170 Social Media Use in the Past 3 Months by Overnight Business Travelers171 Social Media Use in the Past 3 Months by Overnight Business Travelers172 Social Media Use in the Past 3 Months by Overnight Business Travelers (Contd)173 Social Media Use in the Past 3 Months by Day Travelers174 Social Media Use in the Past 3 Months by Day Travelers (Contd)175 176Devices Used for Trip Planning by Overnight Leisure Travelers PercentBase: Overnight Leisure Trips 177Devices Used for Trip Planning by Overnight Business Travelers PercentBase: Overnight Business Trips 178Devices Used During Trip by Overnight Leisure Travelers PercentBase: Overnight Leisure Trips 179Devices Used During Trip by Overnight Business Travelers PercentBase: Overnight Business Trips 180Devices Used for Trip Planning and During Trip by Overnight Leisure Travelers PercentBase: Overnight Leisure Trips Used During TripUsed For Trip Planning 181Devices Used for Trip Planning and During Trip by Overnight Business Travelers PercentBase: Overnight Business Trips Used For Trip PlanningUsed During Trip Tripographics182Distance Traveled Leisure vs. Business183 183Transportation Used on Trip to Denver184CommercialPersonalNote: Some respondents used more than 1 type of transportation on their way to their destination 184Transportation Used on Trip to Denver Leisure185CommercialPersonalNote: Some respondents used more than 1 type of transportation on their way to their destination 185Transportation Used on Trip to Denver Business186CommercialPersonalNote: Some respondents used more than 1 type of transportation on their way to their destination 186Number of Nights Spent in Denver Leisure1872011201220132014 Average Number of Nights Spent in Denver 3.33.43.23.2 Percent of Total Time in Colorado Spent in Denver72%71%81%75% Percent of Entire Trip Spent in Denver67%59%74%67% 187Overall Length of Trip* Leisure188*Includes travel to/from Denver/destination and time spent elsewhereAverage Number of Nights AwayDenver TripU.S. Norm 2014 4.8 3.7 2013 4.5 3.7 188Number of Nights Spent in Denver Business189 2011201220132014 Average Number of Nights Spent in Denver 2.83.03.13.2 Percent of Total Time in Colorado Spent in Denver 95% 91%89%88% Percent of Entire Trip Spent in Denver 74% 81%82%83% 189Overall Length of Trip* Business190*Includes travel to/from Denver/destination and time spent elsewhere Average Number of Nights AwayDenver TripU.S. Norm 2014 3.9 3.4 2013 3.8 3.3 190Where Denver Visitors Stayed on Their Overall Trip191Base: Those Who Stayed at least 1 nightTotal: 5.0Total: 4.5Total: 3.9Total: 4.8 191Average Number of Nights Spent in Denver By Trip Type192Base: Those Who Stayed at least 1 night 192Percent of Denver Trip-Nights Spent in Each Type of Accommodation193Base: Those Who Stayed at least 1 night 193Use of Commercial Accommodations In Denver194Percent of Accommodation Nights Size of Travel Party195 195Composition of Travel Party

196 196Share of Denver Business Trips that are Combined Business/Leisure Trips197 197Business/Leisure Trips Number of Extra Nights Spent in Denver198Percent of Extra Nights Spent in Denver 97%Percent of Extra Nights Spent Elsewhere in Colorado 3%Base: Overnight Business/Leisure Trips 198Distribution of Trips By Quarter Leisure199Base: Overnight Leisure Trips 199Distribution of Trips By Quarter Leisure200Base: Overnight Leisure Trips 200Distribution of Trips By Quarter Business201Base: Overnight Business Trips 201Distribution of Trips By Quarter Business202Base: Overnight Business Trips 202203Incidence of Prior Travel to Denver 204Number of Prior Overnight Leisure Trips to Denver Leisure VisitorsBase: Prior Leisure VisitorsAverage No. of Prior Trips2014 = 13.42013 = 13.5 205Number of Prior Overnight Leisure Trips to Denver Business VisitorsBase: Prior Business VisitorsAverage No. of Prior Trips2014 = 7.72013 = 12.8 206Year of Most Recent Denver Overnight Leisure Trip Among Prior Visitors The Trip Experience207208Top Shopping/Entertainment Areas Visited in Denver Base: Non-residents of Colorado State209Top Shopping/Entertainment Areas Visited in Denver Base: Including residents of Colorado State210Attractions Visited in Denver Paid AdmissionDenver ZooDenver Art Museum Denver Botanic GardensRed Rocks Park & AmphitheatreDenver Museum of Nature & Science/IMAXBuffalo Bill Museum & GraveDowntown AquariumColorado Railroad MuseumColorado Rockies Elitch Gardens Theme & Water ParkButterfly PavilionPaid & FreeBase: Non-residents of Colorado State211Attractions Visited in Denver Paid AdmissionDenver ZooDenver Art Museum Red Rocks Park & AmphitheatreDenver Botanic GardensDenver Museum of Nature & Science/IMAXBuffalo Bill Museum/GraveDowntown AquariumColorado Rockies Butterfly PavilionElitch Gardens Theme & Water ParkPaid & FreeBase: Including residents of Colorado State212Types of Attractions Visited in Denver 213Attractions Visited in Denver 214Attractions Visited in Denver (Contd) 215Attractions Visited in Denver (Contd) 216Attractions Visited in Denver (Contd) 217Attractions Visited in Denver (Contd) 218Attractions Visited in Denver (Contd) 219Attractions Visited in Denver (Contd) 220Out of Town Attractions Visited Sightseeing on Overnight Leisure Trip221n/a 221Sightseeing on Overnight Leisure vs. Business Trip222 222Entertainment on Overnight Leisure Trip223 223Entertainment on Overnight Leisure vs. Business Trip224 224Sports & Recreation on Overnight Leisure Trip 225 225Sports & Recreation on Overnight Trip 226 226Denvers Product Delivery 227Destination Hot Buttons Whats Important in Getting on the Consideration List228Importance*A measure of the degree of association between each factor and whether destination is a place I would really enjoy visiting. Denvers Product Would Really Enjoy Visiting Again229 229Denvers Product Would Really Enjoy Visiting Again230 230Denvers Product Delivery Image Among Visitors231Base: Overnight Leisure Trips 231Denvers Top Product Gains vs. 2013232Base: Overnight Leisure Trips 232Denvers Top Product Losses vs. 2013233Base: Overnight Leisure Trips 233Would Really Enjoy Visiting Again 1999 to 2014234Base: Overnight Marketable Trips 234Appendix A: Trend Data235Overnight Leisure Trips to Denver236Millions of Trips 236Seasonality Leisure Travelers237Millions of Trips

2010 Total = 10.9 Million2011 Total = 11.0 Million2012 Total = 11.3 Million2013 Total = 11.7.Million2014 Total = 13.0 Million

237Seasonality Leisure Travelers238January to MarchMillions of Trips

238Seasonality Leisure Travelers239April to JuneMillions of Trips

239Seasonality Leisure Travelers240July to SeptemberMillions of Trips

240Seasonality Leisure Travelers241October to DecemberMillions of Trips

241Seasonality Business Travelers242January to MarchMillions of Trips

242Seasonality Business Travelers243April to JuneMillions of Trips

243Seasonality Business Travelers244July to SeptemberMillions of Trips

244Seasonality Business Travelers245October to DecemberMillions of Trips

245Denvers Overnight Visitors By Trip Type246Thousands of Trips

Visits to Friends/Relatives 246Denvers Overnight Visitors By Trip Type247Combined Business/LeisureThousands of Trips

247Denvers Overnight Visitors By Trip Type248Special EventThousands of Trips

248Denvers Overnight Visitors By Trip Type249TouringThousands of Trips

249Denvers Overnight Visitors By Trip Type250SkiThousands of Trips

250Denvers Overnight Visitors By Trip Type251CityThousands of Trips

251Denvers Overnight Visitors By Trip Type252OutdoorsThousands of Trips

252Denvers Overnight Visitors By Trip Type253CasinoThousands of Trips

253State Sources of Overnight Leisure Visitors254PercentColorado 254State Sources of Overnight Leisure Visitors255CaliforniaPercent 255State Sources of Overnight Leisure Visitors256PercentTexas 256State Sources of Overnight Leisure Visitors257PercentIllinois 257State Sources of Overnight Leisure Visitors258KansasPercent 258State Sources of Overnight Leisure Visitors259MissouriPercent 259State Sources of Overnight Leisure Visitors260ArizonaPercent 260State Sources of Overnight Leisure Visitors261PercentNebraska 261State Sources of Overnight Leisure Visitors262New YorkPercent 262State Sources of Overnight Leisure Visitors263PercentNew Mexico 263Top Urban Sources of Overnight Leisure Visitors264PercentLos Angeles 264Top Urban Sources of Overnight Leisure Visitors265PercentColorado Springs-Pueblo 265Top Urban Sources of Overnight Leisure Visitors266PercentSan Francisco-Oakland 266Top Urban Sources of Overnight Leisure Visitors267Grand Junction-MontrosePercent 267Top Urban Sources of Overnight Leisure Visitors268New YorkPercent 268Top Urban Sources of Overnight Leisure Visitors269PhoenixPercent 269Top Urban Sources of Overnight Leisure Visitors270Albuquerque-Santa FePercent 270Top Urban Sources of Overnight Leisure Visitors271PercentChicago 271Top Urban Sources of Overnight Leisure Visitors272PercentHouston 272Top Urban Sources of Overnight Leisure Visitors273St. LouisPercent 273Top Urban Sources of Overnight Leisure Visitors274Salt Lake CityPercent 274Planning Cycle275LeisureBusinessPercent Planning Trip One Month or Less in AdvancePercent 275Publications Used for Planning Trip Leisure276PercentNone of TheseOfficial VisitorsGuide to DenverColorado State Map 276Publications Used for Planning Trip Business277PercentNone of TheseOfficial VisitorsGuide to DenverColorado State Map 277Booking Cycle Leisure278Percent Booking 2 or More Months in AdvancePercent 278Stayed in Commercial Accommodations*279*Percent who spent at least one night in a Denver hotel, motel, inn, or bed & breakfastPercent 279Leisure Trip-Nights Spent in Each Type of Accommodation280Millions of Nights 280Business Trip-Nights Spent in Each Type of Accommodation281Millions of Nights 281Composition of Travel Party Leisure282Spouse/PartnerChild(ren)Percent 282Composition of Travel Party Leisure283Just MyselfFriend(s)Percent 283Attractions Visited or Seen28416th Street MallCherry CreekPercent 284Attractions Visited or Seen285Shops at Tabor CenterLarimer SquarePercent 285Attractions Visited or Seen286LoDo Lower DowntownHistoric DistrictOutlets at Castle RockPercent 286Attractions Visited or Seen287U.S. MintColorado State CapitolPercent 287Attractions Visited or Seen288Buffalo Bill Museum & GraveRed Rocks Park & AmphitheatrePercent 288Attractions Visited or Seen289PercentDenver ZooElitch Gardens Theme & Water Park 289Attractions Visited or Seen290PercentCoors BreweryColorado Rockies Baseball 290Denvers Product Delivery291Base: Overnight Marketable Trips 291Denvers Product Delivery (Contd)292Base: Overnight Marketable Trips 292Denvers Product Delivery (Contd)293Base: Overnight Marketable Trips 293