visit california-regional profiles · 2020-01-06 · visit california-regional profiles davies...
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Prepared: August 2018
Visit California- Regional Profiles
Davies Pacific Center 1250, 841 Bishop Street, Honolulu, Hawai‘i 96813Telephone: 1-808-528-4050; Fax: 1-808-538-6227
How to read regional summaries and profiles
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Definition of Travel in TravelTrakAmerica: Travel = trips of at least 50 miles from home (one-way) OR spend 1+ nights
Profile Topics:
• Market Visitation: The proportion of total California travelers who visited this region; person-trips includes all members of the travel party (for example, if your travel party included you, your spouse, and 2 children, the person-trips would be four)
• Markets: The top seven states in which visitors reside; colors for each market match throughout the regions• Demographics: Proportions and/or averages for key demographics
• Choices/Behaviors – Key Attributes:
• Travel Party – Total includes travelers in the group that do not live in the same household. “Any <18” are the proportion of all travel groups with children IN the same household
• Where and How Long – The average number of nights in each type of accommodation• Spontaneity – How long was the trip considered (planned) before it occurred
• Primary 1-2 Activities on Trip – The top 2 activities selected and grouped into categories. The key strengths below the chart are specific activities (whether listed as a primary or secondary activity or not) selected by at least 10% of visitors AND substantially exceed the California average
• Extremely Satisfied – Rate their trip as a “5” on a 5-point scale; Very Satisfied = “4” on the same scale
• Data collected from TravelTrakAmerica Calendar Year 2017
Activity Nets
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ART AND CULTURE < Art galleries, Historic sites/churches, Museums, Musical theatre, Native American ruins/rock art, Local/folk arts/crafts, Old homes/mansions, Theatre/drama, Symphony/opera/concert, Musical performance/show
ADVENTURE SPORTS < Hang glide/skydive/base jump, Hike/backpack/Canyoneer, Mountain bike, Rock/mountain climb, Scuba dive/snorkel, Ski/snowboard, Water ski, Whitewater raft/kayak/canoe/paddleboard
SPORTS AND RECREATION< ATV/four-wheel, Bike/road bike/cycle, Fish, Golf, Horserace, Horseback ride, Hunt, Motor sports-NASCAR/Indy,
Motor boat/jet ski, Sail, Snowmobile, Snow sports other than ski/snowmobile, Sports events (major/pro, youth/amateur/collegiate/other – spectator or participant)
NATURE/OUTDOOR ACTIVITIES < Beach, Bird watch, Camp, Caverns, Nature travel/eco-touring, Wildlife view, Zoos/aquariums/aviaries, Farms/ranches/agri-tours, Other nature (photography, rockhound, etc.)
ENTERTAINMENT/AMUSEMENT< Casino/gaming, Fine dining, Nightclubs/dancing, Rodeo/state fair, Shop, Spa/health club, Special
events/Festival (e.g., Mardi Gras, hot air balloon races), Theme/amusement/water park, Wine taste/winery tour, Craft breweries, Distilleries
FAMILY ACTIVITIES/REUNION < Family reunion, High school/college reunion, Visit friends, Visit relatives
SIGHTSEEING < Rural sightseeing, Urban sightseeing, Area where a TV or movie was filmed
PARKS AND GARDENS < Gardens, State park/monument/recreation area, National park/monument/recreation area
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Visitors vs. Total CA Visitors:
Younger demographic
• With an average age of 37 and a majority (56%) of the region’s visitors as millennials, High Sierra visitors are much younger than the average California visitor; consistently, they have larger households (58% include 3+ people) and a larger share include children (55% vs. 40%)
• Despite a considerable younger visitor demographic, High Sierra visitor households earn slightly more than typical California visitors
Trip behaviors / choices differ markedly• High Sierra visitors stay a day longer than California visitors overall• The longer stay contributes to a much higher spend … High Sierra visitors spend almost twice as much as total
California visitors (excluding transportation), making tourism very lucrative for the region
• Their focus on Sports/Recreation, Art/Culture, and Adventure Sports make them unique compared to other California visitors, particularly Gaming, Rural Sightseeing, and Hiking
• They return home very happy, similar to other California visitors
TTA data at state level, demo weighted except Market Visitation = projected weight Q4a/d
High Sierra
Most (71%) High Sierra visitors live in-state, but the region draws it’s out-of-state population primarily from Texas, New York, and Nevada.
5
8%
96%
High SierraOther CA
High Sierra % of Total CA Visitors (person-trips)
43.7
37.0
Average
AGE AVG INCOME High Sierra visitors earn more than other California visitors.
California $95,300Central Coast $99,990
58 66
California High Sierra
% MARRIEDMore High Sierra visitors are married than among California visitors, overall.
10
15
33
35
58
51
High Sierra
California
Live Alone One Other 3+
40%
55%
Any <18
HOUSEHOLD COUNTHigh Sierra visitors more likely live with children (55%) and a larger majority than among total California visitors (58% vs. 51%) live in households of 3+ people.
MARKET VISITATION
74
4 13 1668
519 22
White African-American Asia/Pacific Hispanic
California High Sierra
% ETHNICITYHigh Sierra visitors represent a larger share of Asian/Pacific and Hispanic visitors than typical California visitors.
VISITOR DEMOGRAPHICS
TTA data at state level, demo weighted except Market Visitation = projected weight Q4a/d
73
332222
1427
AZNVTXWANYFL
CA
Other States
MARKETS (Top Source States)Eight percent of Total California visitors spend time in the High Sierra Region
The region attracts much younger visitors than the state overall. Over half (56%) are under 35 and the average age for the region is 37 years old.
High Sierra
71
332222
1629
TXNYNVFLILOHCA
Other States
Total California High Sierra
56
38
31
34
14
29
High Sierra
California
Under 35 35-54 55+
Visitors vs. Total CA Visitors: • Younger; more: married, kids, diverse• Stay longer; spend much more, fewer fly• Pursue gaming and outdoor activities
SPONTANEITY*While a fifth (20%) come to the High Sierras rather spontaneously, most visitors tend to spend more time planning their trip than total California visitors (3+ months).
67
68
14
8
10
17
9
7
High Sierra
California
Drive Own Rent Car Fly Other
6
VISITOR CHOICES/BEHAVIORS
80
4116 10
86
35 17 19
NET Leisure VFR Entertain/ SightseeOutdoor Rec
California High Sierra
PRIMARY PURPOSE OF TRIPSimilar to total California visitors, most (86%) High Sierra visitors come to play, with more than two-fifths (35%) visiting friends/relatives.
75 79
California High Sierra
% STAY OVERNIGHTConsistent with longer stays and greater trip spending, Central Coast visitors usually (79%) stay at least one night.
WHERE & HOW LONGBoosting revenue for the area, High Sierra visitors stay longer, and spend more nights in traditional paid and other (timeshares) accommodations.
CA High SierraTrad. Paid* 1.3 1.5Private Home 0.8 0.6Other (tent, etc) 0.5 1.1**Shared Econ 0.1 0.3Total Nights 2.7 3.6*Hotel/Motel/B&B ** More Timeshares
20
29
35
37
45
35
High Sierra
California
< 2 Wks 2 Wks-3 Mos 3+ Mos
AVG TRIP SPENDExcluding transportation costs to get there, High Sierra visitors spend almost twice as much as total California visitors ($1,311 vs. $753).
TOTAL EXCL. TRANS-SPENDING PORTATION TO:
$916 California $753$1,497 High Sierra $1,311
29
9 12 17
32
5 8 5
2921 20 18 16
16 11 7
Entertain/Amuse
Sports &Recreation
Art/Culture
Nature/Outdoors
Family/Reunions
AdventureSports
Sight-seeing
Parks &Gardens
California High Sierra
PRIMARY 1-2 ACTIVITIES ON TRIP(Can Select Multiple Activities)
High Sierra visitors select Sports & Recreation, Art/Culture, and Adventure Sports at notably higher levels and Family/Reunions less frequently than total California visitors.
Top Differentiating Activities vs. California Visitors: (% Participating):California High Sierra
Casino/Gaming 6 19Rural Sightseeing 9 18Museums 10 15Hike/Backpack 6 13Historic Sites/Churches 8 13
52 51
37 41
California High Sierra
VeryExtremely
% SATISFIED
*How long considered tripTTA data at state level, demo weighted except Market Visitation = projected weight Q4a/d
High Sierra More than 9 out of 10 (92%) return home happy – extremely / very satisfied with their trip
PRIMARY MODEWith a large share of visitors (71%, earlier) living in-state, most drive, with more renting a car than state visitors overall (14% vs. 8%).
TRAVEL PARTYMore High Sierra visitors travel with children (44% vs. 27%), yielding a larger travel group than total CA visitors.
California High SierraTotal* 2.6 3.1In Household 2.1 2.6Travel in Pairs 35% 38%Any <18 27% 44%*Includes non-household members
In Days
67
68
14
8
10
17
H. Sierra
CA
Drive Own Rent Car Fly
High Sierra
7
8%
92%
High SierraOther CA
High Sierra % of Total CA Visitors (person-trips)
56
38
31
34
14
29
H. Sierra
CA
Under 35 35-54 55+
43.7
37.0
Average
AGE AVG INCOME CA Total $95,300H. Sierra $99,990 58 66
CA High Sierra
% MARRIED
10
15
33
35
58
51
H. Sierra
CA
Live Alone One Other 3+
40%
55%
Any <18
HOUSEHOLD COUNT
MARKET VISITATION
Visitors vs. Total CA Visitors: • Younger; more: married, kids, non-white • Stay longer; spend much more, fewer fly• Pursue gaming and outdoor activities
74
4 13 1668
519 22
White Afr. Amer. Asia/Pacific Hispanic
CA High SierraETHNICITY
VISITOR DEMOGRAPHICS
VISITOR CHOICES/BEHAVIORS
80
41 16 10
86
35 17 19
NET Leisure VFR Entertain/Sightsee
Outdoor Rec
CA High SierraPRIMARY PURPOSE OF TRIP PRIMARY MODE
75 79
CA High Sierra
% STAY OVERNIGHTTRAVEL PARTYCA H. Sierra
Total* 2.6 3.1In Hshd 2.1 2.6Any <18 27% 44%*Includes non-hshd members
WHERE & HOW LONGCA H. Sierra
Trad. Paid* 1.3 1.5Private Home 0.8 0.6Other (tent, etc) 0.5 1.1**Shared Econ 0.1 0.3Total Nights 2.7 3.6*Hotel/Motel/B&B ** More Timeshares
20
29
35
37
45
35
H. Sierra
CA
< 2 Wks 2 Wks-3 Mos 3+ Mos
SPONTANEITY* AVG TRIP SPEND TOTAL:CA Total $916High Sierra $1,497EXC. TRANSPORTATION TO:CA Total $753High Sierra $1,311
29
9 12 17
32
58
529 21
20 18 16 16 11 7
Entertain/Amuse
Sports &Recreation
Art/Culture
Nature/Outdoors
Family/Reunions
AdventureSports
Sight-seeing
Parks &Gardens
CA High Sierra
PRIMARY 1-2 ACTIVITIES ON TRIP
Key Strengths: % High Sierra/CA: Casino/Gaming 19/6; Rural Sightseeing 18/9; Museums 15/10; Hike/Backpack 13/6; Historic Sites/Churches 13/8
52 51
CA High Sierra
% EXTREMELY SATISFIED*
*How long considered trip *Rated 5 on 5-point scale
TTA data at state level, demo weighted except Market Visitation = projected weight Q4a/d
“Other” not shown
73
332222
1427
AZNVTXWANYFL
CA
Other States
MARKETS (Top Source States)
71
332222
1629
TXNYNVFLILOHCA
Other States
Total California High Sierra
Research Methods
8TTA data at state level, demo weighted except Market Visitation = projected weight Q4a/d
TARGET AUDIENCE
< US Households:
< Weighted demographically (region, age, income, household size, marital status) to reflect the characteristics of US households
< Trip information is collected for up to three trips in the past month and projected to the number of households in the total US. Detailed information is collected by state for up to 3 states per trip
< Some data represent person-trips – these take into account the immediate travel party size for each household as well
METHODOLOGY/TIMEFRAME
< TravelTrakAmerica is a web-based study with monthly e-mail invitations sent to representative households from the LSR panel and its partners
< Data collection focuses on travel taken during the past month
< The field period runs for two weeks, usually starting in the middle of the first week
CALIFORNIA REGION SAMPLE:
< Central Coast 241
< Central Valley 242
< Deserts 321
< Gold Country 446
< High Sierra 384
< Los Angeles County 1,465
< Orange County 889
< San Diego County 894
< San Francisco Bay 897
< Inland Empire 119
< North Coast 75
< Shasta Cascade 59
Source for regions: https://media.visitcalifornia.com/ResearchAndFacts/California-Region-Profiles
