Personal Vehicular Traveler Analysis Market Segmentation (Method) Market Segmentation (Method) Longwoods Travel USA® was used to provide the overviewof personal vehicle travelers. This annual study surveysthe domestic travel behavior of 200,000 households annually Longwoods’ National Overnight Visitor Study, a detailed survey of approximately 1,200 randomly selected U.S. travelers, which is conducted every two years, was also used to provide a detailed profile of travelers The analysis itself focused in on those travelers who used a personally operated land vehicle during their trip -Data from the 2005 and 2003 studies was combined to provide a sufficient sample size for analysis -Data was compared to the Longwoods Travel USA® Norms for all trips Figure: Size of the U.S. Travel Market - 2006 Overnight Trips Marketable Pleasure 658 Million (41%) Business 283 Million (18%) Visit Friends/Relatives 661 Million (41%) Total 1.602 Billion Figure: U.S. Market Trends - 2006 vs. 2005 Marketable Pleasure 0% Change Business Trips 5% Change Visit Friends/Relatives 1% Change All Trips 1% Change Figure: U.S. Overnight Marketable Trip Mix - 2006 Travel Year Special Event 17% Touring 17% Outdoors 14% Beach 11% Casino 10% Business/Pleasure 9% City 8% Theme Park 5% Cruise 4% Cpuntry Resort 3% Ski 2% Figure: U.S. Market Trends - Percent Change from 2005 to 2006 All Pleasure Trips 15 Theme Park 11% City 6% Outdoors 6% Special Event 2% Country Resort 2% Visit Friends/Relatives 1% Cruise 1% Business/Pleasure -2% Touring -2% Beach -6% Casino -8% Ski -9% Figure: U.S. Marketable Trips Percent Change from 1994 to 2006 Cruise 142% City 86% Casino 80% Beach 52% Special Event 52% Theme Park 63% Business/Pleasure 36% Touring 33% Outdoors 20% Country Resort 9% Ski -14% Figure: U.S. Marketable Trips - Touring and Outdoor Trips '94 Touring: 85 Million Trips (estimated) Outdoor: 78 Million Trips (estimated) '96 Touring: 88 Million Trips (estimated) Outdoor: 69 Million Trips (estimated) '98 Touring: 100 Million Trips (estimated) Outdoor: 81 Million Trips (estimated) '00 Touring: 110 Million Trips (estimated) Outdoor: 78 Million Trips (estimated) '02 Touring: 118 Million Trips (estimated) Outdoor: 79 Million Trips (estimated) '04 Touring: 114 Million Trips (estimated) Outdoor: 86 Million Trips (estimated) '06 Touring: 112 Million Trips (estimated) Outdoor: 91 Million Trips (estimated) Figure: U.S. Marketable Trips - Special Event Trips '94 Special Event: 78 Million Trips (estimated) '96 Special Event: 82 Million Trips (estimated) '98 Special Event: 98 Million Trips (estimated) '00 Special Event: 98 Million Trips (estimated) '02 Special Event: 100 Million Trips (estimated) '04 Special Event: 108 Million Trips (estimated) '06 Special Event: 112 Million Trips (estimated) Longwoods Personal Vehicular Traveler Analysis - Market Segments of Importance Occasion-Based Segmentation Longwoods’ syndicated visitor tracking research study - Longwoods Travel USA® -incorporates the Longwoods’ occasion-based segmentation model which allowed us to hone in on the groups that best parallel the America’sByways® experience and offering. The model divides the overall travel market into consumerdefined segments based on the main purpose of trip. Refined over 19 years of continuous research, it defines unique pleasure travel segments that relate closely to the industry’s major products. Following are the three segments that were deemed most relevant following the analysis. Trip Type Definitions - Touring A Touring Trip is a trip by car, bus, ortrain through areas of scenic beauty, cultural or general interest. You mayhave flown to a destination before beginning your trip through the region. Trip Type Definitions - Outdoors An Outdoors Trip is a trip whose mainpurpose is to experience the naturalenvironment where you may engage inoutdoor activities such as camping, hunting, fishing, hiking, rafting, snowboarding, viewing wildlife, ecotouring,or outdoor educational activities. Trip Type Definitions - Special Event A Special Event Trip is a trip takenprimarily for the purpose of attending anevent such as a fair, festival, pageant, race, sports meet, or a professional orcollege ball game. Figure: U.S. Personal Vehicle* Marketable Trip Mix Special Event 19% Touring 18% Outdoors 14% Casino 12% Beach 11% Combined Bus/pls 8% City 7% Theme Park 5% Country Resort 4% Other 3% *Base: Marketable travelers who used cars, RV's or motorcycles Figure: U.S. Census Regions & Divisions WEST Pacific: WA, OR, CA, AK, HI Mountain: MT, ID, WY, NV, UT, CO, AZ, NM MIDWEST West North Central: ND, SD, NE, KS, MN, IA, MO East North Central: WI, MI, IL, IN, OH SOUTH West South Central: OK, AR, TX, LA East South Central: KY, TN, MS, AL South Atlantic: WV, VA, DE, MD, DC, NC, SC, GA, FL NORTHEAST Middle Atlantic: NY, PA, CT, NJ New England: NH, VT, ME, MA, RI Figure: Personal Vehicle “Touring Trips” by Region – 2003 vs. 2005 New England 2003 6 Million Trips 2005 4 Million Trips Middle Atlantic 2003 10 Million Trips 2005 11 Million Trips E-N Central 2003 11 Million Trips 2005 11 Million Trips W-N Central 2003 7 Million Trips 2005 8 Million Trips South Atl 2003 13 Million Trips 2005 15 Million Trips E-S Central 2003 5 Million Trips 2005 7 Million Trips W-S Central 2003 8 Million Trips 2005 9 Million Trips Mountain 2003 6 Million Trips 2005 7 Million Trips Pacific 2003 15 Million Trips 2005 14 Million Trips Base: Marketable travelers who used cars, RV's or motorcycles Figure: Personal Vehicle “Outdoor Trips” by Region – 2003 vs. 2005 New England 2003 4 Million Trips 2005 4 Million Trips Middle Atlantic 2003 7 Million Trips 2005 6 Million Trips E-N Central 2003 8 Million Trips 2005 13 Million Trips W-N Central 2003 7 Million Trips 2005 7 Million Trips South Atl 2003 7 Million Trips 2005 10 Million Trips E-S Central 2003 0 Million Trips 2005 3 Million Trips W-S Central 2003 7 Million Trips 2005 2 Million Trips Mountain 2003 6 Million Trips 2005 2 Million Trips Pacific 2003 15 Million Trips 2005 18 Million Trips Base: Marketable travelers who used cars, RV's or motorcycles Figure: Personal Vehicle “Special Event" Trips by Region – 2003 vs. 2005 New England 2003 4 Million Trips 2005 3 Million Trips Middle Atlantic 2003 11 Million Trips 2005 12 Million Trips E-N Central 2003 18 Million Trips 2005 14 Million Trips W-N Central 2003 8 Million Trips 2005 10 Million Trips South Atl 2003 13 Million Trips 2005 16 Million Trips E-S Central 2003 7 Million Trips 2005 8 Million Trips W-S Central 2003 10 Million Trips 2005 12 Million Trips Mountain 2003 7 Million Trips 2005 4 Million Trips Pacific 2003 12 Million Trips 2005 14 Million Trips Base: Marketable travelers who used cars, RV's or motorcycles Longwoods Personal Vehicular Traveler Analysis - Activities of Interest by Trip Type “What is it that one likes to do on a driving trip? Figure: Top Experiences - Touring Shopping 60% Historic areas 53% Small towns/villages 44% Unique local foods 40% Landmarks/historic sites 39% Lakes/rivers 38% Mountains 33% Friends/relatives 33% Beaches/ocean 32% Wilderness areas 32% Figure: Top Experiences - Outdoor Wilderness areas 61% Lakes/rivers 60% Small towns/villages 37% Explore natural environ. 33% Mountains 33% Friends/relatives 32% Shopping 28% Hiking 28% Rural farming areas 26% Viewing wildlife/birds 25% Figure: Top Experiences - Special Event Shopping 41% Friends/relatives 39% Small towns/villages 28% Historic areas 24% Lakes/rivers 19% Casual dining 18% A city park/garden 16% Mountains 14% Beaches/ocean 14% Landmarks/historic sites 14% Longwoods Personal Vehicular Traveler Analysis – Traveler Profiles “Who are they?” Figure: Gender Touring Male 47% Female 53% Outdoor Male 55% Female 45% Special Events Male 50% Female 50% Base: Travelers who used cars, RV's or motorcycles Figure: Age Touring 18-24 Yrs 4% 25-44 Yrs 35% 45-54 Yrs 55+ Yrs Outdoor 18-24 Yrs 9% 25-44 Yrs 53% 45-54 Yrs 20% 55+ Yrs 19% Special Events 18-24 Yrs 8% 25-44 Yrs 52% 45-54 Yrs 17% 55+ Yrs 23% Base: Travelers who used cars, RV's or motorcycles Figure: Marital Status Touring Married 79% Never Married 9% Divorced/Widowed 54% Outdoor Married 55% Never Married 31% Divorced/Widowed 13% Special Events Married 54% Never Married 31% Divorced/Widowed 16% Base: Travelers who used cars, RV's or motorcycles Figure: Children in Household Touring With Children Under 18 33% Outdoor With Children Under 18 37% Special Events With Children Under 18 35% Base: Travelers who used cars, RV's or motorcycles Figure: Education Touring College/Post Graduate 51% Some College 22% High School or Less 26% Outdoor College/Post Graduate 54% Some College 27% High School or Less 20% Special Events College/Post Graduate 48% Some College 26% High School or Less 23% Base: Travelers who used cars, RV's or motorcycles Figure: Household Income Touring $75K+ 43% $50-$74.9K 31% $25-$49.9K 21% Under $25K 5% Outdoor $75K+ 38% $50-$74.9K 22% $25-$49.9K 28% Under $25K 12% Special Events $75K+ 33% $50-$74.9K 22% $25-$49.9K 27% Under $25K 18% Base: Travelers who used cars, RV's or motorcycles Longwoods Personal Vehicular Traveler Analysis –Trip Characteristics & Planning Figure: Planning Cycle Touring 1 Month or Less 30% 2 Months 20% 3-5 Months 25% 6 Months or More 21% Outdoor 1 Month or Less 35% 2 Months 17% 3-5 Months 25% 6 Months or More 17% Special Events 1 Month or Less 35% 2 Months 12% 3-5 Months 17% 6 Months or More 31% Base: Travelers who used cars, RV's or motorcycles Figure: Information Sources Used for Planning Touring Online/Internet 50% Personal experience 37% Books 24% Hotel/resort 21% Local visitors bureau/CoC 17% Auto club 17% Toll-free number 12% Advice from friends/relatives 10% Outdoor Online/Internet 29% Personal experience 52% Books 13% Hotel/resort 11% Local visitors bureau/CoC 5% Auto club 3% Toll-free number 8% Advice from friends/relatives 18% Special Events Online/Internet 37% Personal experience 45% Books 6% Hotel/resort 23% Local visitors bureau/CoC 6% Auto club 2% Toll-free number 10% Advice from friends/relatives 15% Base: Travelers who used cars, RV’s or motorcycles Figure: Percent Who Booked in Advance Touring: 84% Outdoor: 64% Special Event: 74% Base: Travelers who used cars, RV’s or motorcycles Figure: Booking Cycle Base: Travelers who booked in advance Touring 1 Month or Less 50% 2 Months 20% 3-5 Months 18% 6 Months or More 13% Outdoor 1 Month or Less 40% 2 Months 29% 3-5 Months 19% 6 Months or More 12% Special Event 1 Month or Less 41% 2 Months 20% 3-5 Months 18% 6 Months or More 20% Base: Travelers who used cars, RV’s or motorcycles Figure: Method of Booking Touring Online 67% Travel Agent 17% Outdoor Online 53% Travel Agent 7% Special Event Online 57% Travel Agent 1% Base: Travelers who used cars, RV’s or motorcycles Figure: Distance Traveled to Destination Touring 50-99 Miles: 3% 100-299 Miles: 25% 300-499 Miles: 22% 500-1,000 Miles: 18% Over 1,000 Miles: 27% Under 50 Miles: 3% Outdoor 50-99 Miles: 14% 100-299 Miles: 48% 300-499 Miles: 12% 500-1,000 Miles: 9% Over 1,000 Miles: 13% Under 50 Miles: 5% Special Event 50-99 Miles: 14% 100-299 Miles: 32% 300-499 Miles: 23% 500-1,000 Miles: 19% Over 1,000 Miles: 10% Under 50 Miles: 1% Base: Travelers who used cars, RV’s or motorcycles Figure: Total Nights Away Touring 1 Night: 4% 2 Nights: 15% 3-4 Nights: 28% 5-6 Nights: 16% 7-13 Nights: 25% 14+ Nights: 12% Avg. Nights Away: 6.5 Nights Away Outdoor 1 Night: 9% 2 Nights: 25% 3-4 Nights: 36% 5-6 Nights: 14% 7-13 Nights: 15% 14+ Nights: 1% Avg. Nights Away: 4.2 Nights Away Special Event 1 Night: 17% 2 Nights: 28% 3-4 Nights: 29% 5-6 Nights: 11% 7-13 Nights: 9% 14+ Nights: 7% Avg. Nights Away: 4.3 Nights Away Base: Travelers who used cars, RV’s or motorcycles Figure: Average Length of Stay: This Place (Primary Destination) vs. Other Places Touring This Place: 3.5 Other Places: 2.9 Total: 6.5 Outdoor This Place: 3.2 Other Places: 0.9 Total: 4.2 Special Event This Place: 2.7 Other Places: 1.5 Total: 4.3 Base: Travelers who used cars, RV’s or motorcycles Figure: Accommodations* Touring Hotel: 32% Motel: 16% Rented campground: 15% Friends/relatives'house: 11% Time-share: 7% Outdoor Hotel: 20% Motel: 17% Rented campground: 20% Friends/relatives'house: 15% Time-share: 2% Special Event Hotel: 39% Motel: 18% Rented campground: 17% Friends/relatives'house: 18% Time-share: 1% *Percent of trip nights spent in each type of accommodation Base: Travelers who used cars, RV’s or motorcycles Figure: Accommodations* (Cont'd) Touring Own House: 5% Country Inn: 3% B&B: 2% Rented House: 2% Rented condo:1% Wilderness campsite:4% Outdoor Own House: 3% Country Inn: 1% B&B: 0% Rented House: 2% Rented condo: 3% Wilderness campsite: 13% Special Event Own House: 0% Country Inn: 1% B&B: 1% Rented House: 0% Rented condo: 0% Wilderness campsite:2% *Percent of trip nights spent in each type of accommodation Base: Travelers who used cars, RV’s or motorcycles Figure: Average Party Size Touring Adults: 2.9 Children Under 18: 0.7 Total: 3.5 Outdoor Adults: 3.6 Children Under 18: 0.9 Total: 4.5 Special Event Adults: 2.3 Children Under 18: 0.5 Total: 2.8 Base: Travelers who used cars, RV’s or motorcycles Figure: Composition oif Travel Party Touring Spouse/Partner: 79% Child(ren): 37% Friend(s): 17% Other Relative(s): 15% Parent(s): 8% Just Myself: 7% Outdoor Spouse/Partner: 58% Child(ren): 30% Friend(s): 42% Other Relative(s): 9% Parent(s): 5% Just Myself: 8% Special Event Spouse/Partner: 49% Child(ren): 24% Friend(s): 18% Other Relative(s): 19% Parent(s): 8% Just Myself: 19% Base: Travelers who used cars, RV’s or motorcycles Figure: Seasonality Touring January-March: 17% April-June: 23% July-September: 35% October-December: 24% Outdoor January-March: 12% April-June: 29% July-September: 40% October-December: 16% Special Event January-March: 24% April-June: 25% July-September: 29% October-December:20% Base: Travelers who used cars, RV’s or motorcycles