LONGWOODS TRAVEL USA (R) "THE U.S. PERSONAL VEHICLE TRAVEL MARKET - 2007" - 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(R) program was migrated from mail to onlne, using the MarketTools Inc. ZoomPanel(TM), 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 sectors of interest. - This report provides an overview of the U.S. Overnight Personal Vehicle Travel Market in 2007, focusing on 3 trip types comprising America's Byways key target segments - Touring, Outdoor and Special Event trips. - Beginning in 2008, the TRAVEL USA(R) program will be expanded to include significantly broader content coverage for day trips. METHODOLOGY - Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in the survey, for a total annual outgo of two million. A reminder is e-mailed serveral days later to non-responders. In 2007, the completion rate for those accessing the TRAVEL USA(R) questionnaire was 90%. - For the 2007 travel year, this yielded: -- 230,846 trips for analysis nationally: ---- 143,751 overnight trips ---- 87,095 day trips - An analyzable base of 123,397 overnight trips involving personal land vehicles (cars, RVs, motorcycles) was obtained for this report. - Data were weighted on key demographics to correct any differences between the sample and U.S. population targets. TRIP TYPE DEFINITIONS A TOURING TRIP is a trip by car, bus, or train through areas of scenic beauty, cultural or general interest. You may have flown to a destination before beginning your trip through the region. An OUTDOORS TRIP is a trip whose main purpose is to experience the natural environment where you may engage in outdoors activities such as camping, hunting, fishing, hiking, rafting, snowboarding, viewing wildlife, eco-touring, or outdoor educational activities. A SPECIAL EVENT TRIP is a trip taken primarily for the purpose of attending an event such as a fair, festival, pageant, race, sports meet, or a professional or college ball game. 1. THE PERSONAL VEHICLE OVERNIGHT TRIP MARKET SIZE OF THE PERSONAL VEHICLE TRAVEL MARKET Total Overnight Trips Used a personal land vehicle - 86% PERSONAL VEHICLE TRIP SEGMENTS Visit friends/relatives - 43% Special event - 8% Touring - 7% Outdoors - 6% Casino - 5% Resort - 4% City trip - 4% Theme park - 3% Conference/convention - 4% Other business - 9% Combined business/leisure - 4% PERSONAL VEHICLE TRIPS BY REGION - TOURING TRIPS New England 2003 - 7% 2005 - 5% 2007 - 6% Middle Atlantic 2003 - 12% 2005 - 13% 2007 - 15% East North Central 2003 - 14% 2005 - 13% 2007 - 15% West North Central 2003 - 9% 2005 - 9% 2007 - 6% South Atlantic 2003 - 16% 2005 - 17% 2007 - 20% East South Central 2003 - 6% 2005 - 8% 2007 - 6% West South Central 2003 - 10% 2005 - 11% 2007 - 8% Mountain 2003 - 7% 2005 - 8% 2007 - 8% Pacific 2003 - 19% 2005 - 16% 2007 - 17% PERSONAL VEHICLE TRIPS BY REGION - OUTDOOR TRIPS New England 2003 - 7% 2005 - 6% 2007 - 5% Middle Atlantic 2003 - 11% 2005 - 9% 2007 - 12% East North Central 2003 - 13% 2005 - 20% 2007 - 18% West North Central 2003 - 11% 2005 - 11% 2007 - 9% South Atlantic 2003 - 11% 2005 - 15% 2007 - 15% East South Central 2003 - 0% 2005 - 5% 2007 - 5% West South Central 2003 - 11% 2005 - 3% 2007 - 9% Mountain 2003 - 10% 2005 - 3% 2007 - 10% Pacific 2003 - 25% 2005 - 28% 2007 - 19% PERSONAL VEHICLE TRIPS BY REGION - SPECIAL EVENT TRIPS New England 2003 - 4% 2005 - 3% 2007 - 5% Middle Atlantic 2003 - 12% 2005 - 13% 2007 - 12% East North Central 2003 - 20% 2005 - 15% 2007 - 17% West North Central 2003 - 9% 2005 - 11% 2007 - 8% South Atlantic 2003 - 14% 2005 - 17% 2007 - 19% East South Central 2003 - 8% 2005 - 9% 2007 - 6% West South Central 2003 - 11% 2005 - 13% 2007 - 10% Mountain 2003 - 8% 2005 - 4% 2007 - 8% Pacific 2003 - 13% 2005 - 15% 2007 - 15% 2. PERSONAL VEHICLE TRIP EXPERIENCES TOP EXPERIENCES - TOURING TRIPS Shopping - 52% Landmark/historic site - 50% Fine dining - 37% National/state park - 37% Museum - 30% Beach/waterfront - 26% Swimming - 19% Hiking/backpacking - 16% Art gallery - 13% Bar/disco/nightclub - 12% Winery - 10% TOP EXPERIENCES - OUTDOOR TRIPS Camping - 48% Fishing - 34% Hiking/backpacking - 30% Beach/waterfront - 26% Swimming - 25% National/state park - 23% Boating/sailing - 21% Shopping - 19% Landmark/historic site - 11% Biking - 10% TOP EXPERIENCES - SPECIAL EVENT TRIPS Shopping - 27% Fine dining - 20% Fair/exhibition/festival - 17% Professional/college - 16% Bar/disco/nightclub - 14% Landmark/historic site - 12% Swimming - 9% Beach/waterfront - 8% Rock/pop concert - 8% Museum - 7% Casino - 6% Theater/opera/dance - 6% National/state park - 6% 3. PROFILES BY TRIP TYPE" GENDER Male: Touring - 50% Outdoor - 52% Special Event - 50% Female: Touring - 50% Outdoor - 48% Special Event - 50% AGE 18-24: Touring - 11% Outdoor - 12% Special Event - 14% 25-44: Touring - 35% Outdoor - 39% Special Event - 35% 45-64: Touring - 39% Outdoor - 37% Special Event - 37% 65+: Touring - 15% Outdoor - 12% Special Event - 15% HOUSEHOLD INCOME $75K+: Touring - 40% Outdoor - 36% Special Event - 40% $50K - $74.9K: Touring - 20% Outdoor - 20% Special Event - 18% $25K - $49.9K: Touring - 21% Outdoor - 24% Special Event - 22% Under $25K: Touring - 8% Outdoor - 10% Special Event - 10% Refused: Touring - 10% Outdoor - 10% Special Event - 9% MARITAL STATUS Married/With Partner: Touring - 78% Outdoor - 77% Special Event - 71% Never Married: Touring - 13% Outdoor - 16% Special Event - 18% Divorced/Widowed: Touring - 8% Outdoor - 7% Special Event - 10% Refused: Touring - 1% Outdoor - 1% Special Event - 1% CHILDREN IN HOUSEHOLD (With Children Under 18 Yrs. Old) Touring - 37% Outdoor - 43% Special Event - 39% EDUCATION Post-graduate: Touring - 21% Outdoor - 15% Special Event - 18% College graduate: Touring - 37% Outdoor - 36% Special Event - 38% Some college: Touring - 27% Outdoor - 30% Special Event - 29% High school/less: Touring - 13% Outdoors - 18% Special Event - 13% Other/refused: Touring - 1% Outdoor - 2% Special Event - 2% TRIP CHARACTERISTICS SEASONALITY January - March: Touring - 23% Outdoor - 18% Special Event - 25% April - June: Touring - 23% Outdoor - 25% Special Event - 22% July - September: Touring - 37% Outdoor - 44% Special Event - 33% October - December: Touring - 17% Outdoor - 14% Special Event - 20% SIZE OF TRAVEL PARTY (Average number of people) Touring: Adults - 2.4 Children - 0.6 Outdoor: Adults - 2.6 Children - 1.1 Special Event: Adults - 2.4 Children - 0.6 TOTAL NIGHTS AWAY (Average number of nights away) Touring - 4.2 Outdoor - 3.8 Special Event - 2.7 ACCOMMODATIONS Resort hotel: Touring - 15% Outdoor - 5% Special Event - 11% Other hotel: Touring - 31% Outdoor - 6% Special Event - 38% Motel: Touring - 31% Outdoor - 9% Special Event - 27% Bed & Breakfast: Touring - 8% Outdoor - 2% Special Event - 3% Time Share: Touring - 6% Outdoor - 2% Special Event - 1% Friends/relatives dwelling: Touring - 6% Outdoor - 9% Special Event - 11% ACCOMMODATIONS (CONTINUED) Country inn/lodge: Touring - 5% Outdoor - 3% Special Event - 2% Rented cottage/cabin: Touring - 5% Outdoor - 8% Special Event - 1% Campground/trailer/RV park: Touring - 5% Outdoor - 44% Special Event - 5% Rented home/condo/apartment: Touring - 3% Outdoor - 3% Special Event - 1% Own condo/apartment/cabin/home: Touring - 2% Outdoor - 9% Special Event - 1% Boat/cruise ship: Touring - 1% Outdoor - 1% Special Event - 0% Other: Touring - 2% Outdoor - 6% Special Event - 4% METHOD OF TRIP PLANNING Internet: Touring - 61% Outdoor - 31% Special Event - 51% Travel Agent: Touring - 4% Outdoor - 2% Special Event - 2% Other: Touring - 19% Outdoor - 9% Special Event - 10% None: Touring - 29% Outdoor - 63% Special Event - 41% METHOD OF TRIP BOOKING *Base: Travelers wo booked trip in advance Internet: Touring - 85% Outdoor - 84% Special Event - 87% Travel Agent: Touring - 6% Outdoor - 4% Special Event - 4% Other: Touring - 10% Outdoor - 12% Special Event - 8%