Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Mosaic Segmentation
Executive Summary
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- The market
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- Figure 1: Expenditures by domestic tourists on tourism-related goods and services, and fan chart forecast, at current prices, 2008-18
- Market drivers
- Demographic factors
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- Figure 2: Domestic travel for vacation or personal reasons in the past year, by marital status, age groups, and household income groups, May 2013
- The impact of marital status
- Age is a factor
- Wealthier consumers most likely to travel domestically
- The consumer
- Most travel with spouses; nearly a quarter travel with kids younger than 18
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- Figure 3: Typical domestic travel companions, May 2013
- Beaches, nature sites most likely to influence choice of destination
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- Figure 4: Influence of outdoor activities on destination choice, May 2013
- Affordable hotels, drivable destinations factor most into travel plans
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- Figure 5: Influence of accommodations/travel and other activities on destination choice, May 2013
- Domestic vacationers value unique experiences, local flavor
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- Figure 6: Unique experiences that are important in destination choice, May 2013
- What we think
Issues and Insights
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- Targeting Hispanics for domestic travel
- The issues
- The implications
- Appealing to Millennial women
- The issues
- The implications
- Meeting expectations of affluent travelers
- The issues
- The implications
Trend Applications
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- Trend: The Power of One
- Trend: Extend My Brand
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Economic recovery increases confidence in spending on domestic travel
- Total domestic tourism expenditures and forecast
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- Figure 7: Expenditures by domestic tourists on tourism-related goods and services, at current prices, 2008-18
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- Figure 8: Expenditures by domestic tourists on tourism-related goods and services, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Expenditures by domestic tourists on tourism-related goods and services, and fan chart forecast, at current prices, 2008-18
Market Drivers
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- Key points
- Improving economy translates to increases in travel spending
- Consumer confidence in Q2 2013 at highest level since Q3 2007
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- Figure 10: University of Michigan’s Index of Consumer Sentiment (ICS), Q1 2007-Q2 2013
- Travel sentiment index increases alongside consumer confidence
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- Figure 11: Overall Traveler Sentiment Index, U.S., March 2007-April 2013
- Unemployment declining slowly
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- Figure 12: U.S. unemployment and underemployment rates, January 2007-June 2013
- Average state tourism office budgets increase—drive revenues
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- Figure 13: State Tourism Office Budgets (average), FY 2000-01 to FY 2011-12
- Household income decline likely causing travel cutbacks
- Fall in median household income bottoms out
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- Figure 14: Median household income, in inflation-adjusted dollars, 2001-12
- Household income drives domestic vacation travel spending
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- Figure 15: Domestic travel in the past year, by household income, May 2013
- Aging population benefits state tourism
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- Figure 16: U.S. population, by age, 2008-18
- 55+ are more likely to have vacationed domestically in past 12 months
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- Figure 17: Domestic travel in the past year, by age, May 2013
Demographic Profile of Domestic Travelers
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- Key points
- Nearly two thirds have traveled domestically in the last year
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- Figure 18: Traveled more than 100 miles domestically within the past 12 months, by key demographics, January 2012-March 2013
- A majority travel for vacation; only 10% travel for business
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- Figure 19: Purpose of last domestic trip of 100 miles or more within the past 12 months, January 2012-March 2013
- Lifestyle segments that tend to travel most
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- Figure 20: Traveled more than 100 miles domestically within the past 12 months, by Mosaic segments, January 2012-March 2013
- Specific lifestyle segments report significantly more business travel
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- Figure 21: Purpose of last domestic trip of 100 miles or more within the past 12 months, by Mosaic segments, January 2012-March 2013
- Region of residency factors into likelihood of domestic travel
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- Figure 22: 10 federal regions, 2013
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- Figure 23: Traveled more than 100 miles domestically within the past 12 months, by federal region, January 2012-March 2013
- Residents of Regions I and II most likely to travel for vacation
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- Figure 24: Purpose of last domestic trip of 100 miles or more within the past 12 months, by federal region, January 2012-March 2013
- Florida, California, and Texas top list of most visited states in past year
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- Figure 25: Primary destination state of any domestic trips taken within the past 12 months, by age, January 2012-March 2013
- Black respondents most likely to visit Florida; Asians most likely to visit California
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- Figure 26: Primary destination state of any domestic trips taken within the past 12 months, by race/Hispanic origin, January 2012-March 2013
- Residents of East, Southeast, Midwest regions most apt to visit Florida
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- Figure 27: Top five primary destination states of last domestic trip taken within the past 12 months, by 10 federal regions, January 2012-March 2013
Segment Overview
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- Key points
- All segments post growth from 2011-13
- Domestic tourism expenditures, by segment
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- Figure 28: Expenditures by domestic tourists on tourism-related goods and services, by segment, 2011 and 2013
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- Figure 29: Expenditures by domestic tourists on tourism-related goods and services, by segment, 2008-18
Segment Performance
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- Key points
- Transportation leads market with 41.5% share, but grows slowly
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- Figure 30: Expenditures by domestic tourists on tourism-related transportation (including gasoline), at current prices, 2008-18
- Accommodations account for nearly 20% of the market
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- Figure 31: Expenditures by domestic tourists on tourism-related accommodations, at current prices, 2008-18
- Food services and drinking places comprise close to 15% share
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- Figure 32: Expenditures by domestic tourists on tourism-related food services and drinking places, at current prices, 2008-18
- Entertainment and recreation accounts for about 10% of the market
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- Figure 33: Expenditures by domestic tourists on tourism-related entertainment and recreation, at current prices, 2008-18
- Other tourism-related products and services worth about $105 billion
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- Figure 34: Expenditures by domestic tourists on other tourism-related other goods and services, at current prices, 2008-18
Marketing Strategies
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- Overview
- Print, online dominate share of destination marketing budget allocations
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- Figure 35: Destination marketing organization leisure marketing budget allocation, 2012
- Hawaii, California, Illinois top state tourism marketing budgets in 2012
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- Figure 36: State tourism office budgets, FY2010-11 and FY2011-12
- State tourism marketing slogans
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- Figure 37: State tourism marketing slogans, 2012
- Select states’ tourism strategies
- Hawaii: Islands of Aloha
- Print ads
- TV presence
- California: Find Yourself Here
- Website
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- Figure 38: California tourism webpage, 2013
- TV presence
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- Figure 39: California travel television ad, 2013
- Illinois: Mile After Magnificent Mile
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- Figure 40: Illinois tourism webpage, 2013
- TV presence
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- Figure 41: Illinois travel television ad, 2013
- Florida: Must be the sunshine
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- Figure 42: Florida tourism webpage, 2013
- Print ads
- TV presence
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- Figure 43: Florida travel television ad, 2013
- Texas: It’s Like a Whole Other Country
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- Figure 44: Texas tourism website, 2013
- Print ads
- TV presence
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- Figure 45: Texas travel television ad, 2013
- Michigan: Pure Michigan
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- Figure 46: Pure Michigan website, 2013
- Print ads
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- Figure 47: Michigan’s Upper Peninsula print ad, 2013
- TV presence
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- Figure 48: Michigan travel television ad, 2013
- Montana: Get Lost
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- Figure 49: Montana Chicago transit poster ads, 2013
- Print ads
- Virginia Is For Lovers
- Connecticut: Still Revolutionary
- Wisconsin: Picture the Fun
Domestic Travel in the Past Year
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- Key points
- Nearly two thirds traveled domestically for vacation in the past year
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- Figure 50: Domestic travel in the past year, by age, May 2013
- Domestic travel increases with household income
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- Figure 51: Domestic travel in the past year, by household income, May 2013
- Married respondents most likely to travel domestically
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- Figure 52: Domestic travel in the past year, by marital/relationship status, May 2013
Typical Domestic Travel Companions
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- Key points
- Most respondents report traveling with spouse
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- Figure 53: Typical domestic travel companions, by gender, May 2013
- 55+ most likely to travel with spouses; 25-54 most likely to bring kids
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- Figure 54: Typical domestic travel companions, by age, May 2013
- Women aged 18-54 travel with spouse more than men aged 18-54
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- Figure 55: Typical domestic travel companions, by gender and age, May 2013
- Travel with spouses increases with household income
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- Figure 56: Typical domestic travel companions, by household income, May 2013
Travel Planning Resources
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- Key points
- Most use online resources when planning domestic travel
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- Figure 57: Travel planning resources, online vs. offline, May 2013
- Seniors least likely to research travel
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- Figure 58: Travel planning resources, by age, May 2013
- $100K+ households most likely to use online sources for travel planning
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- Figure 59: Travel planning resources, by household income, May 2013
- Presence of children means higher rate of travel resource use
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- Figure 60: Travel planning resources, by presence of children in household, May 2013
Influence of Outdoor Activities on Destination Choice
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- Key points
- Beaches and nature sites most likely to influence destination choices
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- Figure 61: Influence of outdoor activities on destination choice, by age, May 2013
- Presence of children significantly influences destination choices
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- Figure 62: Influence of outdoor activities on destination choice, by presence of children in household, May 2013
Influence of Accommodations/travel and Other Activities on Destination Choice
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- Key points
- Affordable hotels, shopping influence travel destination choices
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- Figure 63: Influence of accommodations/travel and other activities on destination choice, by age, May 2013
- Less affluent say ability to stay with friends is important
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- Figure 64: Influence of accommodations/travel and other activities on destination choice, by household income, May 2013
Factors Important in Destination Choice
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- Key points
- Local scenery, unique experiences top list of important vacation factors
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- Figure 65: Factors important in destination choice, May 2013
- Seniors least likely to consider a range of factors in choosing destination
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- Figure 66: Factors important in destination choice—any important, by age, May 2013
- Lower-income travelers most apt to consider local food, art, kid-friendly
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- Figure 67: Factors important in destination choice—any important, by household income, May 2013
- Households with kids influenced to choose destination by many factors
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- Figure 68: Factors important in destination choice—any important, by presence of children in household, May 2013
Tourism Advertising and Influence
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- Key points
- Half of respondents may have seen ads, but only a quarter are influenced
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- Figure 69: Types of tourism advertising seen and influence on choosing state, May 2013
- As respondents age, they are less likely to have seen travel ads
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- Figure 70: Tourism advertising seen, by age, May 2013
- Most affluent least likely to report seeing travel ads
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- Figure 71: Tourism advertising seen, by household income, May 2013
- Respondents with children most likely to have seen travel ads
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- Figure 72: Tourism advertising seen, by presence of children in household, May 2013
Impact of Race and Hispanic Origin
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- Key points
- Blacks, Hispanics least likely to report domestic travel
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- Figure 73: Domestic travel in the past year, by race/Hispanic origin, May 2013
- Blacks, Hispanics look to save money by staying with family/friends
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- Figure 74: Influence of accommodations/travel and other activities on destination choice, by race/Hispanic origin, May 2013
- Blacks, Hispanics more apt to consider a range of factors for travel
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- Figure 75: Factors important in destination choice—any important, by race/Hispanic origin, May 2013
- Blacks, Hispanics more likely to have seen travel ads of all types
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- Figure 76: Tourism advertising seen, by race/Hispanic origin, May 2013
Appendix – Other Useful Consumer Tables
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- Domestic travel in the past year
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- Figure 77: Domestic travel in the past year, by gender and age, May 2013
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- Figure 78: Domestic travel in the past year, by employment, May 2013
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- Figure 79: 10 federal regions, 2013
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- Figure 80: Domestic travel in the past year, by standard federal region, May 2013
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- Figure 81: Domestic travel in the past year, by standard federal region, May 2013
- Typical domestic travel companions
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- Figure 82: Typical domestic travel companions, by marital/relationship status, May 2013
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- Figure 83: Typical domestic travel companions, by presence of children in household, May 2013
- Travel planning resources
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- Figure 84: Travel planning resources, by gender, May 2013
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- Figure 85: Any planning resources, by marital/relationship status, May 2013
- Influence of outdoor activities on destination choice
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- Figure 86: Influence of outdoor activities on destination choice, by gender and age, May 2013
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- Figure 87: Influence of outdoor activities on destination choice, by household income, May 2013
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- Figure 88: Influence of outdoor activities on destination choice, by marital/relationship status, May 2013
- Impact of race and Hispanic origin
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- Figure 89: Typical domestic travel companions, by race/Hispanic origin, May 2013
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- Figure 90: Travel planning resources, by race/Hispanic origin, May 2013
Appendix – Trade Associations
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