A SNAPSHOT OF THE U.S. CULTURAL TRAVELER MARKET - 2007 CULTURAL TRAVELER DEFINITION - Overnight Travelers who visited/attended the following attractions or activities as part of their trips: ---Museums ---Art Galleries ---Landmarks/Historical Sites ---Theater/Opera/Dance Symphony performance -An analyzable base of 32,631 1. THE OVERNIGHT CULTURAL TRAVEL MARKET SIZE OF THE CULTURAL TRAVEL MARKET Total Cultural Overnight Trips: 23% CULTURAL TRAVEL MARKET SEGMENTS Total Cultural Trips: Leisure: 87.8% Business: 7.2% Business/Pleasure: 5.0% CULTURAL TRIP SEGMENTS Visiting friends/relatives - 36% Touring - 19% Special event - 8% City trip - 7% Resort - 6% Outdoors - 4% Cruise - 3% Casino - 3% Theme park - <1% Conference/convention - 4% Other business trip - 3% Business/pleasure - 5% STATE SOURCE OF BUSINESS: OVERNIGHT CULTURAL TRIPS California - 12% Texas - 6% New York - 6% Florida - 6% Pennsylvania - 5% Illinois - 4% Ohio - 3% Georgia - 3% Michigan - 3% Virginia - 3% New Jersey - 3% North Carolina - 3% Washington, DC - 3% Washington - 3% STATE SOURCE OF BUSINESS: OVERNIGHT CULTURAL TRIPS (CONTINUED) Arizona - 2% Massachusetts - 2% Maryland - 2% Tennessee - 2% Colorado - 2% Oregon - 2% Minnesota - 2% Missouri - 2% Wisconsin - 2% Indiana - 2% 2. CULTURAL TRAVELER PROFILE GENDER Male: Cultural Traveler - 50% U.S. Norm - 51% Female: Cultural Traveler - 50% U.S. Norm - 49% AGE Cultural Avg: 46.2 US Avg: 45.0 18-24 years: Cultural Traveler - 12% U.S. Norm - 13% 25-44 years: Cultural Traveler - 34% U.S. Norm - 37% 45-64 years: Cultural Traveler - 37% U.S. Norm: 36% 65+ years: Cultural Traveler - 16% U.S. Norm - 14% HOUSEHOLD SIZE 1 member: Cultural Traveler - 17% U.S. Norm - 18% 2 members: Cultural Traveler - 35% U.S. Norm - 33% 3 members: Cultural Traveler - 18% U.S. Norm - 18% 4 members: Cultural Traveler - 17% U.S. Norm - 18% 5+ members: Cultural Traveler - 13% U.S. Norm - 12% INCOME $75K+: Cultural Traveler - 42% U.S. Norm - 39% $50K-$74.9: Cultural Traveler - 18% U.S. Norm - 18% $25K-$49.9K Cultural Traveler - 21% U.S. Norm - 22% Under $25K: Cultural Traveler - 10% U.S. Norm - 11% Refused: Cultural Traveler - 9% U.S. Norm - 10% MARITAL STATUS Married/With Partner: Cultural Traveler - 72% U.S. Norm - 71% Divorced/Widowed: Cultural Traveler - 11% U.S. Norm - 11% Never Married: Cultural Traveler - 16% U.S. Norm - 18% CHILDREN IN HOUSEHOLD No children under 18: Cultural Traveler - 63% U.S. Norm - 62% Any child between 13-17: Cultural Traveler - 17% U.S. Norm - 17% Any child between 6-12: Cultural Traveler - 20% U.S. Norm - 19% Any child under 6: Cultural Traveler - 16% U.S. Norm - 18% EDUCATION Post-graduate: Cultural Traveler - 22% U.S. Norm - 19% College graduate: Cultural Traveler - 38% U.S. Norm - 38% Some college: Cultural Traveler - 27% U.S. Norm - 28% High school or less: Cultural Traveler - 11% U.S. Norm - 14% Other/Refused: Cultural Traveler - 2% U.S. Norm - 2% EMPLOYMENT Full-time/self-employed: Cultural Traveler - 55% U.S. Norm - 57% Part-time: Cultural Traveler - 9% U.S. Norm - 9% Not employed/retired/other: Cultural Traveler - 36% U.S. Norm - 34% 3. TRIP EXPERIENCES AND CHARACTERISTICS TOP EXPERIENCES Landmark/historic site - 62% Shopping - 57% Fine dining - 44% Museum - 42% National/state park - 26% Beach/waterfront - 25% Art gallery - 21% Swimming - 20% Bar/disco/nightclub - 19% Theater/opera/dance - 19% Casino - 13% Hiking/backpacking - 11% Fair/exhibition/festival - 9% TOP EXPERIENCES (CONTINUED) Theme park - 8% Zoo - 8% Boating/sailing - 8% Spa - 7% Business meeting - 6% Winery - 6% Fishing - 6% Camping - 5% Convention/conference trade show - 5% Brewery - 5% Biking - 4% Golf - 4% Professional/college sports event - 4% SEASONALITY January - March: Cultural Trip - 25% U.S. Norm - 26% April - June: Cultural Trip - 22% U.S. Norm - 21% July - September: Cultural Trip - 34% U.S. Norm - 31% October - December: Cultural Trip - 20% U.S. Norm - 22% SIZE OF TRAVEL PARTY Cultural Trip: Adult - 2.3 Children - 0.6 U.S. Norm: Adult - 2.1 Children - 0.5 Cultural Total - 2.9 U.S. Norm Total - 2.6 TOTAL NIGHTS AWAY Average number of nights away: Cultural Trip - 5.2 U.S. Norm - 3.8 ACCOMMODATIONS Friends/relatives dwelling (not paid): Cultural Trip - 25% U.S. Norm - 30% Motel: Cultural Trip - 19% U.S. Norm - 17% Resort hotel: Cultural Trip - 17% U.S. Norm - 14% Other hotel: Cultural Trip - 29% U.S. Norm - 25% Bed & Breakfast: Cultural Trip - 4% U.S. Norm - 2% Time Share: Cultural Trip - 4% U.S. Norm - 2% Campground/trailer park/RV park: Cultural Trip - 4% U.S. Norm - 4% Boat/cruise ship: Cultural Trip - 4% U.S. Norm - 2% Rented home/condo/apartment: Cultural Trip - 3% U.S. Norm - 2% Country inn/lodge: Cultural Trip - 3$ U.S. Norm - 2% Rented cottage/cabin: Cultural Trip - 3% U.S. Norm - 2% Own home: Cultural Trip - 3% U.S. Norm - 2% Other: Cultural Trip - 4% U.S. Norm - 6% METHOD OF TRIP PLANNING Internet: Cultural Trip - 57% U.S. Norm - 42% Travel Agent: Cultural Trip - 8% U.S. Norm - 5% Other: Cultural Trip - 16% U.S. Norm - 8% None: Cultural Trip - 32% U.S. Norm - 50% METHOD OF TRIP BOOKING Internet: Cultural Trip - 53% U.S. Norm - 39% Travel Agent: Cultural Trip - 8% U.S. Norm - 6% Other: Cultural Trip - 7% U.S. Norm - 4% None: Cultural Trip - 37% U.S. Norm - 53% AVERAGE TRIP EXPENDITURES - PER PARTY PER TRIP (Dollars) Lodging: Cultural Trip - $324 U.S. Norm - $220 Restaurant Food and Beverage: Cultural Trip - $220 U.S. Norm - $147 Retail Purchases: Cultural Trip - $187 U.S. Norm - $112 Recreation/Sightseeing/Entertainment: Cultural Trip - $142 U.S. Norm - $85 Transportation at Destination: Cultural Trip - $88 U.S. Norm - $57 AVERAGE TRIP EXPENDITURES - PER PERSON PER TRIP (Dollars) Lodging: Cultural Trip - $111 U.S. Norm - $83 Restaurant Food and Beverage: Cultural Trip - $75 U.S. Norm - $56 Retail Purchases: Cultural Trip - $64 U.S. Norm - $42 Recreation/Sightseeing/Entertainment: Cultural Trip - $49 U.S. Norm - $32 Transportation at Destination: Cultural Trip - $30 U.S. Norm - $21 THANK YOU shanson@longwoods-intl.com 1-800-509-8933 ext 205