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2016
LEISURE VISITOR PROFILE FOR THE STATE OF ILLINOIS AND THE CITY OF CHICAGO
Year-End 2016 Visitor Profile.
An Inside Look at the Overnight Leisure Travel Travel Market in Illinois, Chicago, and Downstate Cheryl Schutz
VP Client Intelligence
June 2016
D. K. Shifflet & Associates, Ltd.
1749 Old Meadow Rd, Suite 425
McLean, Virginia 22102
Tel.: +1.703.536.0500
www.dksa.com
2
3 This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.
Copyright © 2016. K. Shifflet & Associates, Ltd. All rights reserved.
This Visitor Profile Report will focus on the U.S.–originated
Leisure travel segment visiting Illinois, Chicago, and Downstate
This profile was prepared for the Illinois
Office of Tourism by D. K. Shifflet &
Associates. For the purposes of this study,
the current reporting time frame includes
the 2016 travel year, and comparisons
by interval will always consider the like
timeframe (2-year to 2-year, 3-year to
3-year, etc.). Travel volume is always
reported as a single year. The 2016
Illinois Visitor Profile is based on a
sample of 3,001 households for Illinois
Leisure travel and 1,841 households for
Chicago Leisure travel.
Appendix A contains specific details on
study methodology and a glossary of
terms referenced throughout the report.
Volume and profile data are from D. K.
Shifflet & Associate’s
PERFORMANCE/Monitor SM Travel
Intelligence SystemSM — the largest
travel-tracking system in the U.S.
4
Record-high Illinois visitation in 2016
The state has been increasing visitation
steadily since the drop-off in 2009. This
year marks another record-high for Illinois,
which hosts nearly 110 million Business
and Leisure travelers. Year over year,
Illinois gains posts a 1.0% increase in
Person-Stays, slightly lower than the
overall U.S. volume growth in this measure,
up 2.4% for 2016. The 109.95 million
visitor count includes all travelers, including
day trippers and overnight visitors,
business and leisure, in-state and out-of
state. ILLINOIS PERSON-STAYS (MILLIONS)
Total Visitation (Business + Leisure)
ILLINOIS PERSON-STAYS (MILLIONS) 2000-2016
Illinois’ Leisure increased while Business
visitations decreased in 2016, although
Leisure grew at a slower pace than
previous years. Illinois Leisure is up about
1.4% for the year, which is slightly lower
than the U.S Leisure growth of 2.9%.
Illinois Business Person-Stays went down
1.3% in 2016, the average U.S.
destination is down about 0.2% for the
year.
Total Visitor Volume: State of Illinois
5-Year Visitation by Travel Segment
Traveler volume continues to grow
in 2016
Leisure Travel drives Illinois volume gains
18.9 18.8 19.0 18.7 18.5
80.2 84.8 88.4 90.2 91.5
2012 2013 2014 2015 2016
BUS LEI
69.9
84.7 93.3
99.1
103.5
107.4
108.9
110.0
2000 2016
5
Record-high Chicago visitation in 2016
Chicago continues to climb out of the
economic downturn, making gains in total
visitation for the sixth straight year. In
2016, the city continues its record growth
bringing in over 52 million visitors.
FIVE-YEAR CHICAGO PERSON-STAYS (MILLIONS)
Total Visitation (Business + Leisure)
CHICAGO PERSON-STAYS (MILLIONS) 2000-2014
The majority of Chicago's visitation gains
are in the Leisure segment this year.
Leisure travel increased 3.1% from 2015,
bringing in 40.5 million Person-Stays per
year while Business visitations grew 1.5%
from 2015, bringing in 11.8 million
visitors.
Total Visitor Volume: State of Illinois
5-Year Visitation by Travel Segment
Chicago’s volume continues to grow
in 2016
Leisure Travel drives Chicago volume gains
10.9 10.9 11.1 11.7 11.8
34.1 36.1 37.6 39.3 40.5
2012 2013 2014 2015 2016
BUS LEI
36.9
33.7
45.1
38.1
42.4 45.0
47.0 48.7 51.0
52.35
2000 2016
What are the visitor characteristics?
Statewide, the average age for Illinois Leisure
travelers is similar to the typical destination,
noting that the younger average age for Chicago
is offset by the Downstate Leisure visitors. The
average household income for Illinois Leisure
visitors is slightly lower than the U.S. average and
above the states in the aggregated competitive
set.
On the whole, about 52% of Illinois Leisure is
generated by households reporting income of less
than $75,000, which nearly mirrors the U.S.
average in this dimension (50%).
Thirty-six percent of the state’s Leisure visitors
come from households earning more than
$100,000; in Chicago, about 40% come from
these high-income households.
Illinois and Chicago both attract a greater share
of African American visitation compared to the
typical U.S. destination and a slightly lower share
of travelers who self-identify as being of
Hispanic origin.
2016 LEISURE PERSON-STAYS
U.S. Illinois Chicago Downstate Comp Set
Average Age 49 48 44 50 49
Average HH Income (000)
$92.5 $92.9 $99.9 $87.3 $90.1
Retired 23% 22% 15% 28% 23%
Dominant Generation Boomer Boomer Millennial Boomer Boomer
Hispanic Origin 13% 7% 9% 6% 4%
African American 11% 15% 19% 13% 8%
Demographics
Leisure traveler characteristics
Travelers 18-34 provide 26% of Chicago’s direct
spending – above the typical Leisure
destination
6
GLOSSARY
The Illinois Leisure Competitive Set: MO,MI,IA,IN,OH,MN,K.Y
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
7
Boomers lead Leisure in Illinois as well as the U.S.,
Downstate and among the Competitive Set, while
Millennials are dominant in Chicago. GenXers
provide the highest average spending by
generation for the state, with an average party-
per-stay spend of $410 while Silent/GI Travel
Parties spend the most in Chicago at $680.
Generationally, the GenX and Boomer visitors are
the most profitable statewide in Illinois as well as
Chicago specifically.
LEISURE PERSON-STAYS % SHARE
Demographics: Generations
Illinois Leisure by Generation
GLOSSARY
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
25%
31%
37%
8% Millenial
GenX
Boomer
Silent/GI
LEISURE PERSON-STAYS % SHARE
Chicago Leisure by Generation
33%
31%
30%
6% Millenial
GenX
Boomer
Silent/GI
The Illinois Leisure Competitive Set: MO,MI,IA,IN,OH,MN,K.Y
Generation Birth Years
Millennial 1981 and after
Gen X 1965-1980
Boomer 1946-1964
Silent 1930-1945
G.I. 1929 and earlier
Millennials contribute a much higher share of
Chicago Leisure compared to Illinois, the U.S., Downstate and Competitive Set
DKSA combines the three variables most likely to
differentiate between travelers to create seven
Lifestages. Generally, Illinois, Chicago, and
Downstate all host less “Family” travelers, or
travelers that have children their households, than
the typical U.S. leisure destination. Affluent
Matures and Affluent Family contribute the
greatest share of Illinois Leisure travel, while
Young & Frees and Maturing & Frees represent
Chicago’s greatest share of Leisure by Lifestage.
Affluent Family travelers represent the largest
Party-per-Stay spending of any Lifestage
throughout Illinois and Chicago.
LEISURE (2014-2016)
DKSA Lifestage Definitions
Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.
Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination .
GLOSSARY
Lifestage Segmentation
Lifestage Stays and Trip Dollars
The Affluent Lifestages account for more than
one-third of the Leisure spending in Chicago
and in Illinois
Lifestage Share
8
2016 LEISURE PERSON-STAYS
Lifestage Age of HoH
HH Income
Children <18 in
HH
Young & Free 18-34 Any No
Young Family 18-34 Any Yes
Mature & Free 35-54 Any No
Moderate Family
35-54 Under $75K
Yes
Affluent Family 35-54 $75K+ Yes
Moderate Mature
55+ Under $60K
No
Affluent Mature
55+ $60K+ No
0
20
40
60
80
Illinois "Family" Illinois "Non-Family"
Chicago "Family"
Chicago "Non-Family"
Stays Trip-Dollars
33
24
31
27
31
64
71
66
69
65
Comp Set
Downstate
Chicago
Illinois
US
Family Non-Family
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Illinois Market Share
Leisure Market Share
Illinois sits at 11th leisure destination state in
2016 Person-Stays, with a relatively strong
hold on its Leisure travel market share. The
state captures slightly less U.S. visitation
compared to last year. The share of Leisure
Travel Parties has increased slightly from
2015. The share of days Leisure visitors spend
in Illinois increased slightly after four years of
consecutive declines.
About $2.53 of every $100 spent in the U.S.
on domestic Leisure travel occurs in Illinois; this
is a slight decrease from 2015..
Share of U.S. Leisure Travel (Three-Year View)
(%)
3.13 2.89 2.59 2.53
3.09 2.93 2.56 2.58
3.02 2.94 2.57 2.55
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Stays Person-Stays Person-Days Trip-Dollars
2016 2015 2014
9
GLOSSARY Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.
Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination
Person-Days Number of Visitor-Days) The total number of days that all visitors contributed to your destination.
Chicago Market Share
Leisure Market Share
.
Share of U.S. Leisure Travel (Three-Year View)
(%)
1.45 1.28 1.36
1.75
1.41 1.28 1.34
1.79
1.32 1.25 1.36
1.70
0.00
0.50
1.00
1.50
2.00
Stays Person-Stays Person-Days Trip-Dollars
2016 2015 2014
10
GLOSSARY Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.
Trip-Dollars (Direct Spending) monetary worth/contribution of travelers to a destination’s economy as opposed to the contribution of number of trips or number of days spent at the destination
Person-Days Number of Visitor-Days) The total number of days that all visitors contributed to your destination.
By and large, Chicago holds on to its market
share of available domestic Leisure. Share of
Stays, or Travel parties, to Chicago for Leisure
are up from 2015. The city captures about
1.28% of all U.S.-generated Leisure visitors,
which steady from, last year.
The share of leisure days travelers spend in
Chicago has begun to increase after four years
of decreases.
Lastly, the Trip-Dollars share decreased slightly
over 2014. About $1.75 of every $100 spent
in the U.S. on domestic Leisure travel in 2016 is
spent in Chicago.
Where do Illinois’ visitors come from?
About 56% of Illinois Leisure Person-Stays
originated from within the state this year, exactly
the same as last year. Nearly one-quarter of
Illinois visitors travel from a neighboring or
nearby state. The average one-way distance
traveled for Leisure to Illinois is 246 miles in
2016, up over last year’s average of 229. Only
about 15% of Illinois Leisure visitors travel more
than 500 miles.
Illinois Origin States
2016 LEISURE PERSON-STAYS
Illinois 56.0%
Wisconsin 6.4%
Indiana 5.4%
Michigan 4.9%
Missouri 4.5%
Iowa 2.5%
.
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Traveler Origin
Illinois: Chicago & Downstate
11
Where do visitors go in Illinois?
City of Chicago 44%
Chicagoland
Northern
Central
Western 56%
Southern
Southwest
2016 LEISURE PERSON-STAYS
41.8% 42.5% 42.5% 42.5% 42.5%
43.6% 44.3%
2010 2011 2012 2013 2014 2015 2016
% OF ILLINOIS LEISURE TRAVEL GOING TO CHICAGO
In 2016, Chicago share increased to slightly more
than 44% of Illinois Leisure travel. Downstate
leads in Leisure Day Trips while Chicago continues
to draw the majority of ONL Person-Stays. Illinoisans
provide about 35% of Chicago
Leisure this year, down only
slightly from last year’s five-year
high.
12
Who makes up the average Travel Party?
Leisure Party size is down in 2016 throughout
Illinois due to decreases in larger leisure travel
parties and increases in solo travel throughout the
state. In Chicago, solo travel (37%) has overtaken
M/F couples (34%) as the dominant travel party
composition. The city draws more one-adult
Leisure Travel Parties, than the average U.S.
destination.
One Male+One Female Travel Parties continue to
contribute the largest share (38%) of Illinois
Leisure Stays for the year ahead of solo travel,
however the gap is slowly closing. M/F parties
also represent the highest 3-year average spend
per stay at $464. The state’s “family” Travel
Parties, or parties with children present
decreased to 14%, it has been slowly decreasing
over the last four years from 20%.
LEISURE STAYS
Average Illinois Party Size
LEISURE STAYS
Party Composition
Illinois Travel Party Composition One Male+One Female
Parties are the most profitable Leisure
visitors by Party Composition
throughout Illinois. In Chicago, these
represent an average spend of $737 per stay
Three or More Adult Parties represent an
average spend of $771.
2.21
2.04 2.04 2.04
2.19 2.25
2.4
2.02
2.72
2.30
U.S. Illinois Chicago Downstate Comp Set
2016 2015
The Illinois Leisure Competitive Set: MO,MI,IA,IN,OH,MN,K.Y
Stays: represent the number of distinct groups of travelers (travel parties) and the number of destinations they visited on a trip, regardless of the number of people within the travel group.
Solo Travelers make up 34% of Illinois Leisure Stays and an average spend per stay of $234
Two-Adult Parties are 44% of Illinois Leisure. These are predominantly (38%) One Man + One Woman parties
Three+ Adult Groups account for 7% of Illinois Leisure Stays
About 14% of Illinois’ Travel Parties include children. These parties spend an average of $382 per stay
Why do travelers visit Illinois?
Travel Purpose
Where do Illinois visitors stay?
Approximately 81% of the state’s Leisure visitors
travel for a non-vacation purpose, predominantly
to Visit a Friend or Relative (VFR). At 35%,
Illinois is just ahead of the U.S. average.
Getaway Weekends and General Vacations are
the most profitable trip purpose in Illinois, and
taken together, the Vacation Leisure brings in
33% of the state’s direct spending on leisure
travel and reliably provides about one-fifth of
the visitation year after year.
Hotel travel decreased slightly this year,
accounting for about 47% of Illinois’ Overnight
Leisure (ONL) Person-Stays. Paid accommodations
not in a hotel are increased from a steady 3% to
4% among ONL visitors in 2016. About 45% of
Illinois ONL visitors stay with friends/relatives,
well above the U.S. average at 35%.
13
21%
34% 14%
3% 4%
24%
Vacation Leisure
VFR
Special Event
Convention
Medical
Other
Non-Paid Lodging
Other
High End
Mid-Level
Economy
Paid Lodging
Illinois Travel Purpose
Illinois visitors staying in hotel have an
average party-per-stay spending of $1,003
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Paid Non-Hotel
2016 OVERNIGHT LEISURE PERSON-STAYS
SHARE OF 2016 LEISURE PERSON-STAYS
Why do travelers visit Chicago?
Travel Purpose
Where do Chicago visitors stay?
Chicago’s Leisure Trip Purpose dedicated to
vacation travel decreased slightly to 27% this
year. Visiting a Friend or Relative (VFR) continues
to hold the largest share of Leisure travel for the
city, with the parties traveling for VFR providing
about 31% of the Leisure direct spending.
General Vacation visitors post the largest
average stay spending of $1,319 per Travel
Party, but Getaway Weekend visitors are
Chicago's most profitable visitor by purpose;
representing almost 10% more spending than
visitation.
Leisure visitors staying in any sort of paid
accommodation in Chicago remained steady at
57%. About 54% of Overnight Leisure (ONL)
visitors choose to stay in a hotel when in Chicago
with most (26%) selecting a high-end hotel. Paid
accommodations not in a hotel increased from 2%
to 3% among the city’s ONL visitors this year.
About 40% of Chicago’s visitors stay with
friends/relatives, consistent with last year.
14
29%
34%
16%
3% 3%
15% Vacation Leisure
VFR
Special Event
Convention
Medical
Other
Non-Paid Lodging
Other
High End
Mid-Level
Economy
Paid Lodging
Chicago Travel Purpose
Chicago Overnight Leisure parties who
choose to stay in hotels have an average party-
per-stay spending of $1,211
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
Paid Non-Hotel
2016 OVERNIGHT LEISURE PERSON-STAYS
SHARE OF 2016 LEISURE PERSON-STAYS
Traveler Activities
Top 5 Activities of Illinois Leisure Parties:
The Activity Index
1. VFR (38% of Leisure Stays)
2. Culinary (30% of Leisure Stays)
3. Shopping (27% of Leisure Stays)
4. Museums (12% of Leisure Stays)
5. Touring/Sightseeing (12% of Leisure Stays)
Illinois travelers historically show a strong preference
for cultural activities such as culinary/dining, attending
museums, and touring/sightseeing. In Illinois, Travel
Parties that participate in Museum Visits have an
average party-per-stay spending of $705 and account
for 24% of the state’s Trip-Dollar spending. Similarly,
the parties that engage in touring/sightseeing activities
during their stays drive 21% of the Illinois Leisure Trip-
Dollars and have an average party-per-stay spending
of $731.
What are Illinois’ standout activities?
15
238 224
190 170 163 155 154 153 151
140
Reu
nio
n/G
radu
ation
Wed
din
g
Tenn
is
Religio
us/Faith
B
ased
Co
nferen
ce
Zoo
/Aq
uariu
m
Bu
siness/W
ork
Festival/Fairs
Ho
liday
Celeb
ration
Mu
seum
s, Art
Exhib
its
Pro
fession
al Sp
orts Even
t
U.S. Activity Participation = 100 Not only is visiting
Museums a top 4 activity in Illinois, it is
51% more likely in Illinois than in the
average U.S. destination
2016 LEISURE STAYS
Traveler Activities
Top 5 Activities of Chicago Leisure Parties:
The Activity Index
1. VFR (42% of Leisure Stays)
2. Culinary Dining (37% of Leisure Stays)
3. Shopping (31% of Leisure Stays)
4. Museum Visits (20% of Leisure Stays)
5. Parks (national/state) (18% of Leisure Stays)
Chicago visitors focus on going out. Excluding VFR,
culinary/dining, shopping, museums, parks,
nightlife, and concerts round out the top activities
in the city. Parks (national/state) saw a significant
increase from 7% to 18%. Shopping remains a
mainstay of travel activities in the city. Museums
are an important and standout activity in Chicago
every year, with an average party-per-trip
spending of $811and accounting for 31% of
Leisure travel parties in 2016.
What are Chicago’s standout activities?
16
409 401
319
254 238 233 229 226 224
203
Wed
din
g
Reu
nio
n/G
radu
ation
Zoo
/Aq
uariu
m
Mu
seum
s, Art
Exhib
its
Co
ncerts,
Theatre, D
ance
Bu
siness/W
ork
Pro
fession
al Sp
orts Even
t
Nigh
tlife
Festival/Fair
Ho
liday
Celeb
ration
U.S. Activity Participation = 100
Chicago is a museum-oriented destination,
occurring at 2.5 times the U.S. incidence
2016 LEISURE STAYS
17
How do Visitors Rate their Experience?
Respondents are asked to rate their experience in
two key domains: Satisfaction and Value. Ratings
are on a 10-point scale, where 1 is low or ‘poor’
and 10 is ‘excellent’. Both Illinois and Chicago
track well on visitor satisfaction, with little change
year over year in this dimension. The state’s
average satisfaction score is 8.43 and it is 8.57
for Chicago this year.
LEISURE PERSON-STAYS (%)
1 1 1 2 1 0 21 21 23 22 24 21
77 78 76 76 76 79
2015 2016 2015 2016 2015 2016
1-3% 4-7% 8-10%
Value Ratings
LEISURE PERSON-STAYS (%)
Value ratings in Illinois and Chicago fell slightly in
2016. The visitor value ratings increased slightly
in the U.S. and Comp set but decreased in the
Illinois state, Chicago, and Downstate
geographies. About 74% of visitors in Downstate
provide a top-box score in the Value dimension
for 2016, compared to a 62% rating in high
value for the city; down from 66% in 2015.
Visitor Ratings
Satisfaction Ratings
2 2 3 2 4 2
27 26 27 30 30 35
71 72 70 68 66 62
2015 2016 2015 2016 2015 2016
1-3% 4-7% 8-10%
Person-Stays : the total number of people who visited your destination, regardless of how long they stayed
U.S. ILLINOIS CHICAGO
U.S. ILLINOIS CHICAGO
Chicago is slightly above the U.S. average in Satisfaction and lags
behind the typical destination in Value
18
Charts and Graphs
Illinois and Chicago Year-End 2016 Visitor Profile
U.S. Travel Segments
Chart 1 Segment: 2016 Total Volume (%)
22%
78%
57%
43%
35%
13%
87%
27%
73%
64%
13%
87%
27%
73%
64%
21%
79%
21%
79%
62%
Business Leisure Day Night Night Leisure
Stays Person-Stays Person-Days Direct Spending
19
VOLUME
Illinois Person-Stays Volume
Chart 3 in Millions
8.1 9.0 9.5 9.5 9.7 9.7 9.6
9.5 9.4 9.4 9.3 9.3 9.0 8.9
27.3 29.6 31.9 33.1 34.3 34.6 34.7
39.6
45.4 48.3
51.7 54.2 55.6 56.8
2010 2011 2012 2013 2014 2015 2016
Night Business Day Business Night Leisure Day Leisure
20
VOLUME
99.1 103.5
84.5
93.3
107.4 108.9 110.0
Chicago Person-Stays Volume
Chart 4 in Millions
6.1 6.8 7.2 7.2 7.5 7.9 8.0
4.0 3.8 3.7 3.7 3.6 3.7 3.8
14.7 16.3
18.0 18.7 19.5 20.6 21.0
13.4
15.5
16.1 17.4
18.1 18.7
19.5
2010 2011 2012 2013 2014 2015 2016
Night Business Day Business Night Leisure Day Leisure
21
VOLUME
42.4
47.0
38.1
45.0
48.7 51.0 52.4
Illinois Person-Stays Volume
Chart 5 % change
State of Illinois U.S.
11/10 12/11 13/12 14/13 15/14 16/15 16/15
Total 10.2% 6.1% 4.5% 3.8% 1.4% 1.0% 2.4%
Business 4.4% 2.6% -0.6% 1.3% -1.6% -1.3% -0.2%
Leisure 11.8% 7.0% 5.7% 4.3% 2.0% 1.4% 2.9%
Day 11.6% 5.2% 5.7% 4.1% 1.9% 1.6% 2.3%
Night 8.8% 7.4% 2.9% 3.3% 0.6% 0.0% 2.6%
Day Business -1.0% -0.6% -1.0% -0.2% -2.9% -1.2% -1.0%
Day Leisure 14.6% 6.4% 7.0% 4.9% 2.7% 2.1% 3.0%
Night Business 10.7% 5.9% -0.3% 2.8% -0.3% -1.5% 1.1%
Night Leisure 8.3% 7.8% 3.9% 3.5% 0.9% 0.4% 2.8%
22
VOLUME
Chicago Person-Stays Volume
Chart 6 % change
City of Chicago U.S.
11/10 12/11 13/12 14/13 15/14 16/15 16/15
Total 11.2% 6.2% 4.3% 3.7% 4.6% 2.7% 2.4%
Business 5.1% 3.3% -0.3% 1.8% 5.1% 1.5% -0.2%
Leisure 13.5% 7.1% 5.8% 4.3% 4.5% 3.1% 2.9%
Day 11.3% 2.5% 6.4% 3.2% 3.4% 3.6% 2.3%
Night 11.3% 9.2% 2.7% 4.2% 5.7% 2.0% 2.6%
Day Business -5.1% -2.8% -0.9% -1.4% 3.5% 1.6% -1.0%
Day Leisure 16.2% 3.9% 8.1% 4.1% 3.3% 4.0% 3.0%
Night Business 11.8% 6.7% 0.1% 3.4% 5.8% 1.4% 1.1%
Night Leisure 11.1% 10.2% 3.8% 4.5% 5.6% 2.2% 2.8%
23
VOLUME
Illinois Travel Segments
Chart 7 Segment: 2016 Total Volume (%)
17
83
60
40
32
19
81
31
69
54
Business Leisure Day Overnight Overnight Leisure
Person-Stays Person-Days
24
MARKET SHARE
Chicago Travel Segments
Chart 8 Segment: 2016 Total Volume (%)
23
77
44
56
40
25
75
19
81
59
Business Leisure Day Overnight Overnight Leisure
Person-Stays Person-Days
25
MARKET SHARE
Illinois: Five-Year Share of Total U.S. Leisure Travel
Chart 9 Segment: 2016 Leisure (%) Illinois N=3,001 household count
2.94 2.93 2.94 2.93 2.89 2.73 2.66 2.57 2.56 2.59
2012 2013 2014 2015 2016
Person-Stays Person-Days
26
MARKET SHARE
Chicago: Five-Year Share of Total U.S. Leisure Travel
Chart 10 Segment: 2016 Leisure (%) Chicago N=1,841 household count
1.25 1.25 1.25 1.28 1.28 1.50 1.46 1.36 1.34 1.36
2012 2013 2014 2015 2016
Person-Stays Person-Days
27
MARKET SHARE
Age Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 11 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
24
26
33
21
23
37
37
39
34
37
39
37
28
45
41
U.S.
Illinois
Chicago
Downstate
IL Comp Set
18-34 years 35-54 years 55 + years
28
DEMOGRAPHICS
Average
49
48
44
50
49
Illinois Avg. Party per Stay Spending by Age
Chart 12 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
319
412
361
Illinois 18-34 years 35-54 years 55+ years
29
DEMOGRAPHICS
Average Party per Trip Spending
Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation
types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.
GLOSSARY
Illinois Age Comparison
Chart 13 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
27
34
40
23
38 39
18-34 years 35-54 years 55+ years
Stays Based Trip-Dollars Based
30
DEMOGRAPHICS
Chicago Avg. Party per Stay Spending by Age
Chart 14 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
31
DEMOGRAPHICS
Average Party per Trip Spending
Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation
types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.
GLOSSARY
553
423
627 614
Chicago 18-34 years 35-54 years 55+ years
Chicago Age Comparison
Chart 15 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
34 34 32
26
39 35
18-34 years 35-54 years 55+ years
Stays Based Trip-Dollars Based
32
DEMOGRAPHICS
Racial Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 16 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
80
77
72
81
88
11
15
19
13
8
5
5
7
3
3
5
3
3
3
3
U.S. Leisure
Illinois
Chicago
Downstate
IL Comp Set
White Black Asian Other
33
DEMOGRAPHICS
Hispanic Ethnicity: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 17 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
4 6 9 7 13
96 94 91 93 87
IL Comp Set Downstate Chicago Illinois U.S.
Hispanic or Latino Non-Hispanic or Latino
34
DEMOGRAPHICS
Sexual Orientation: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 18 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
2
4
4
4
3
94
92
91
92
93
3
4
5
4
4
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Gay/Lesbian (GLBT) Heterosexual/ Straight Prefer Not to Answer
35
DEMOGRAPHICS
Distribution of Children in Household: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 19 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
65
72
66
69
65
16
12
15
13
15
21
17
22
19
21
12
9
13
10
13
IL Comp Set
Downstate
Chicago
Illinois
U.S.
No Children 5 years old or younger 6-12 years old 13-17 years old
36
DEMOGRAPHICS
Sum exceeds 100% due to multiple-children households.
GLOSSARY
Household Income Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 20 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
31
34
34
34
31
20
22
13
18
19
17
12
13
13
16
18
19
21
20
19
13
13
19
16
15
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Under $50,000 $50,000 - $74,999 $75,000 - $99,999 $100,000-$149,999 $150,000+
37
DEMOGRAPHICS
Average
$92,469
$92,884
$99,913
$87,296
$90,082
Lifestage Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 21 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
11
14
23
18
13
12
7
9
8
11
16
17
18
17
17
8
8
7
7
8
13
9
15
12
12
15
19
8
14
12
22
21
17
20
23
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
38
DEMOGRAPHICS
Illinois Avg. Party per Stay Spending by Lifestage
Chart 22 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
304
356 371
343
550
225
447
Illinois Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
39
DEMOGRAPHICS
Illinois Lifestage Comparison
Chart 23 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
19
8
19
7 9
15
21
16
8
19
6
13
9
26
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
Stays Based Trip-Dollars Based
40
DEMOGRAPHICS
Chicago Avg. Party per Stay Spending by Lifestage
Chart 24 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
41
DEMOGRAPHICS
580
386
538 551
490
857
387
711
Chicago Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
Chicago Lifestage Comparison
Chart 25 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
26
8
18
6
10 8
20 18
8
18
6
15
6
26
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
Stays Based Trip-Dollars Based
42
DEMOGRAPHICS
Traveler Generation Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
25
23
36
28
26
29
28
31
30
29
39
39
28
34
36
8
10
5
8
8
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Millennials GenXers Boomers Silents & G.I.s
43
DEMOGRAPHICS
Chart 26 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
Illinois Avg. Party per Stay Spending by Generation
Chart 27 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
318
410
376 354
Illinois Millennials GenXers Boomers Silent & G.I.
44
DEMOGRAPHICS
Illinois Traveler Generation Comparison
Chart 28 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
27 26
38
9
23
30
39
8
Millennials GenXers Boomers Silent & G.I.
Stays Based Trip-Dollars Based
45
DEMOGRAPHICS
Chicago Avg. Party per Stay Spending by Generation
Chart 29 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
46
DEMOGRAPHICS
553
418
621 618
680
Chicago Millennials GenXers Boomers Silent & G.I.
Chicago Traveler Generation Comparison
Chart 30 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
35
28
32
6
26
31
36
7
Millennials GenXers Boomers Silents & G.I.s
Stays Based Trip-Dollars Based
47
DEMOGRAPHICS
LEGEND
Pacific 4.4%
Mountain 1.7%
West North Central 9.1%
West South Central 2.3%
East North Central 74.4%
East South Central 1.0%
New England 1.0%
Middle Atlantic 1.7%
South Atlantic 4.3%
CA
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC
TN
KY
IN
OH
NC
SD
KS
NE
MN
WI
IA
IL
MO
AR
MS
OK
ND
OR
NV
WA
AK
PA
ME
VA
NY
CT
WV
MD
NJ
VT
NH
MA
DE
RI
HI
LA
MI
GA
TX
Origin Divisions for Travel to Illinois
Chart 31 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
48
TRIP ORIGIN
Top Origin States to Illinois
Chart 32 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
49
TRIP ORIGIN
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC
TN
KY
IN
OH
NC
SD
KS
NE
MN
WI
IA
IL
MO
AR
MS
OK
ND
OR
NV
WA
AK
ME
VA
NY
CT
WV
MD
NJ
VT
NH
MA
DE
RI
HI
LA
MI
GA
TX
CA
LEGEND
56.0% IL
6.4% WI
5.4% IN
4.9% MI
4.5% MO
2.5% IA
2.3% WA
1.7% OH
1.4% FL
1.4% TX
PA
CA
LEGEND
Pacific 8.5%
Mountain 3.1%
West North Central 9.3%
West South Central 3.4%
East North Central 64.3%
East South Central 1.1%
New England 1.8%
Middle Atlantic 2.7%
South Atlantic 5.8%
CA
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC
TN
KY
IN
OH
NC
SD
KS
NE
MN
WI
IA
IL
MO
AR
MS
OK
ND
OR
NV
WA
AK
PA
ME
VA
NY
CT
WV
MD
NJ
VT
NH
MA
DE
RI
HI
LA
MI
GA
TX
Origin Divisions for Travel to Chicago
Chart 33 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count
50
TRIP ORIGIN
Top Origin States to Chicago
Chart 34 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count
51
TRIP ORIGIN
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC
TN
KY
IN
OH
NC
SD
KS
NE
MN
WI
IA
IL
MO
AR
MS
OK
ND
OR
NV
WA
AK
ME
VA
NY
CT
WV
MD
NJ
VT
NH
MA
DE
RI
HI
LA
MI
GA
TX
CA
LEGEND
35.2% IL
9.5% IN
9.0% WI 7.2% MI
4.1% CA
4.1% WA
3.5% MO
3.4% OH
2.8% IA
2.0% FL
PA
Top Origin DMAs for Leisure Travel (Rank Order by Illinois Person-Stays)
Chart 35 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
52
TRIP ORIGIN
U.S. ILLINOIS CHICAGO DOWNSTATE COMP SET
Chicago, IL 2.8% 40.4% 32.1% 47.1% 5.5%
St. Louis, MO 1.0% 6.7% 2.8% 9.8% 2.9%
Champaign & Springfield-Decatur, IL
0.3% 5.8% 1.1% 9.5% 0.3%
Milwaukee, WI 0.9% 4.4% 6.2% 3.0% 3.6%
Peoria-Bloomington, IL 0.2% 3.0% 1.8% 3.8% 0.2%
Detroit, MI 1.6% 2.9% 4.0% 2.4% 7.3%
Rockford, IL 0.1% 2.4% 1.2% 3.3% 0.3%
Indianapolis, IN 1.0% 2.3% 3.8% 1.1% 4.4%
Davenport-Rock Island-Moline, IL
0.3% 2.2% 2.5% 2.0% 1.4%
Yakima-Pasco-Richland-Kennewick, WA
0.2% 1.5% 3.4% 2.0% 1.4%
Top 10 Sum 8.4% 71.6% 58.9% 84.0% 27.3%
Top Origin DMAs for Chicago Leisure Travel
Chart 36 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count
53
TRIP ORIGIN
U.S. CHICAGO
Chicago, IL 2.8% 32.1%
Milwaukee, WI 0.9% 6.2%
Indianapolis, IN 1.0% 4.1%
Detroit, MI 1.6% 3.6%
Yakima-Pasco-Richland-Kennewick, WA 0.2% 3.4%
St. Louis, MO 1.0% 2.8%
Los Angeles, CA 5.1% 2.6%
Davenport-Rock Island-Moline, IL 0.3% 2.5%
Grand Rapids-Kalamazoo-Battle Creek, MI
0.7% 2.4%
Peoria-Bloomington, IL 0.2% 1.8%
Top 10 Sum 13.8% 61.5%
Illinois Avg. Party per Stay Spending Top 10 Origin DMAs by Spend
Chart 37 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
314
334
361
538
589
590
592
602
741
741
367
St. Louis, MO
Davenport-Rock Island-Molina, IL
Milwaukee, WI
Cedar Rapids-Waterloo-Iowa City & Dubuque, IA
Minneapolis-St. Paul, MN
Grand Rapids-Kalamazoo-Battle Creek, MI
Indianapolis, IN
Detroit, MI
New York, NY
Los Angeles, CA
Illinois
54
TRIP ORIGIN
Chicago Avg. Party per Stay Spending Top 10 Origin DMAs by Spend
Chart 38 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
439
455
468
621
631
680
695
709
858
864
553
Peoria-Bloomington, IL
Milwaukee, WI
Davenport-Rock Island-Molina, IL
St. Louis, MO
Grand Rapids-Kalamazoo-Battle Creek, MI
Detroit, MI
Indianapolis, IN
Minneapolis-St. Paul, MN
Los Angeles, CA
New York, NY
Chicago
55
TRIP ORIGIN
Illinois Origin DMA Comparison
Chart 39 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
2.4
2.6
3.4
2
1.7
2.3
4
4.4
3.5
19.9
1.5
1.7
2
2.2
2.5
3.5
4
5.2
7
39.8
Grand Rapids-Kalamazoo-Battle Creek, MI
Indianapolis, IN
Detroit, MI
Davenport-Rock Island-Moline, IL
Rockford, IL
Peoria-Bloomington, IL
Milwaukee, WI
St. Louis, MO
Champaign & Springfield-Decatur, IL
Chicago, IL
Stays Based Trip-Dollars Based
56
TRIP ORIGIN
Chicago Origin DMA Comparison
Chart 40 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
3
1.7
3.5
3.1
3.1
3.2
3.1
4.1
4.3
13.9
1.9
2.2
2.3
2.3
2.5
2.8
2.8
3.3
5.4
32.7
Los Angeles, CA
Peoria-Bloomington, IL
New York, NY
Minneapolis-St. Paul, MN
Indianapolis, IN
Grand Rapids-Kalamazoo-Battle Creek, MI
St. Louis, MO
Detroit, MI
Milwaukee, WI
Chicago, IL
Stays Based Trip-Dollars Based
57
TRIP ORIGIN
Main Mode of Transportation: To Destination U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 41 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
2
1
13
6
6
97
97
73
86
92
1
2
14
7
3
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Air Auto Other
58
TRANSPORTATION
Main Mode of Transportation: Within Destination U.S., Illinois, Chicago
Chart 42 Segment: 2016 Leisure Person-Stays(%) Illinois N = 3,001 household count Chicago N= 1,841 household count
13
10
5
53
67
77
10
8
12
6
4
1
8
5
1
2
1
1
9
6
1
Chicago
Illinois
U.S.
No Transportation Used/Walked Personal Vehicle Rental Vehicle Company/Work Vehicle
Taxi Rideshare Service (2016+) Bus Train/Subway
59
TRANSPORTATION
Travel Distance One-Way by Auto: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 43 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
57
72
40
60
52
29
19
35
25
28
6
3
7
4
7
8
7
18
11
12
IL Comp Set
Downstate
Chicago
Illinois
U.S.
100 miles or less 101-300 miles 301-500 miles 501+ miles
60
TRANSPORTATION
Travel Distance One-Way by Air: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 44 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
3
25
6
8
3
15
3
10
9
10
15
18
17
17
11
23
29
32
32
21
41
15
32
30
51
IL Comp Set
Downstate
Chicago
Illinois
U.S.
101-300 miles 301-500 miles 501-700 miles 701-1000 miles 1001+ miles
61
TRANSPORTATION
Illinois Month Trip Started
Chart 45 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
6 6
7 7
6
8
14
10
8
9
8
10
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
62
TRIP TIMING
Illinois Day of the Week Stay Started
Chart 46 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
12
7 7
12
14
20
34
SUN MON TUE WED THU FRI SAT
63
TRIP TIMING
Chicago Month Trip Started
Chart 47 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count
5
7
5
7
6
9
18
12
8
7
8 8
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
64
TRIP TIMING
Chicago: Day of the Week Stay Started
Chart 48 Segment: 2016 Leisure Person-Stays (%) Chicago N= 1,841 household count
11
8
6
11
15
24
27
SUN MON TUE WED THU FRI SAT
65
TRIP TIMING
Trip Timing by Quarter: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 49 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
18
20
17
19
19
23
20
22
21
25
31
29
38
33
29
28
31
23
27
26
IL Comp Set
Downstate
Chicago
Illinois
U.S.
First Quarter Second Quarter Third Quarter Fourth Quarter
66
TRIP TIMING
Illinois Avg. Party per Stay Spending by Quarter
Chart 50 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
320
437
364 349
Illinois First Quarter Second Quarter Third Quarter Fourth Quarter
67
TRIP TIMING
Illinois Trip Timing Comparison by Quarter
Chart 51 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
19 21
33
27
16
25
33
26
First Quarter Second Quarter Third Quarter Fourth Quarter
Stays Based Trip-Dollars Based
68
TRIP TIMING
Chicago Avg. Party per Stay Spending by Quarter
Chart 52 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
553
479
680
474
619
Chicago First Quarter Second Quarter Third Quarter Fourth Quarter
69
TRIP TIMING
Chicago Trip Timing Comparison by Quarter
Chart 53 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
18
22
38
23
15
27
32
26
First Quarter Second Quarter Third Quarter Fourth Quarter
Stays Based Trip-Dollars Based
70
TRIP TIMING
Purpose of Stay Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 54 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
9
3
15
9
10
4
1
4
3
8
9
8
8
8
11
33
36
34
35
32
13
15
16
16
12
3
2
4
3
3
4
3
3
3
4
1
1
1
1
1
23
31
15
24
20
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Getaway Weekend General Vacation (overnight) General Vacation (day)
Visit Friends/Relatives Special Events Convention/Show/Conference*
Medical/Health Care* Seminar/Class/Training* Other Personal
71
TRIP CHARACTERISTICS
Illinois Avg. Party per Stay Spending by Purpose of Stay
Chart 55 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
1,059
1,319
326
495 504
578
154
658
277
Getaway Weekend
General Vac. (Overnight)
General Vac. (Day)
Visit Friends/ Relatives
Special Events
Conven./ Show/Conference*
Medical/ Health Care*
Seminar/Class/ Training*
Other Personal
72
TRIP CHARACTERISTICS
Illinois
Illinois Purpose of Stay Comparison
Chart 56 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
8
3
8
36
15
3 4
1
23
19
9
6
33
15
4
1 1
13
Getaway Weekend
(overnight)
General Vacation (overnight)
General Vacation (day)
Visit Friends/ Relatives
Special Event Convention/ Show/
Conference
Medical/ Health Care
Seminar/Class/ Training
Other Leisure/ Personal
Stays Based Trip-Dollars Based
73
TRIP CHARACTERISTICS
Chicago Avg. Party per Stay Spending by Purpose of Stay
Chart 57 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
553
1,059
1,319
326
495 504
578
154
658
277
Getaway Weekend
General Vac. (Overnight)
General Vac. (Day)
Visit Friends/ Relatives
Special Events
Conven./ Show/Conference*
Medical/ Health Care*
Seminar/Class/ Training*
Other Personal
74
TRIP CHARACTERISTICS
Chicago
Chicago Purpose of Stay Comparison
Chart 58 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
13
5 7
34
17
4 3
1
16
24
12
4
31
15
4
1 1
8
Getaway Weekend
General Vacation (overnight)
General Vacation (day)
Visit Friends/ Relatives
Special Events Convention/ Show/
Conference*
Medical/ Health Care*
Seminar/ Class/ Training*
Other Personal
Stays Based Trip-Dollars Based
75
TRIP CHARACTERISTICS
Travel Party Composition: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 59 Segment: 2016 Leisure Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
28
32
37
34
29
43
42
34
38
41
6
6
6
6
7
6
6
7
7
8
16
14
15
14
16
IL Comp Set
Downstate
Chicago
Illinois
U.S.
One Adult Couples MM/FF Three or More Adults Children Present
76
TRIP CHARACTERISTICS
Children Present
Is defined as one or more adults accompanied by one or more persons under age 18. The child does not necessarily live in the household.
MM/FF
Includes either two females or two males traveling together.
GLOSSARY
Average
2.21
2.04
2.04
2.04
2.19
Average Travel Party Size Overview: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 60 Segment: 2015/2016 Leisure Stays • Illinois N=3,001 household count • Chicago N=1,841 household count
2.25 2.4
2.02
2.72
2.30 2.21 2.04 2.04 2.04
2.19
U.S. Illinois Chicago Downstate IL Comp Set
2015 2016
77
TRIP CHARACTERISTICS
Illinois Avg. Party per Stay Spending by Travel Party Composition
Chart 61 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
234
464
322
446
382
Illinois Leisure One Adult MF MM/FF Three or More Adults Children Present
78
TRIP CHARACTERISTICS
Illinois Travel Party Comparison
Chart 62 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
32
38
7 7
16
41
32
6
9
17
One Adult MF MM/FF Three or More Adults Children Present
Stays Based Trip-Dollars Based
79
TRIP CHARACTERISTICS
Chicago Avg. Party per Stay Spending by Travel Party Composition
Chart 63 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
553
338
737
449
771
570
Chicago One Adult MF MM/FF Three or More Adults Children Present
80
TRIP CHARACTERISTICS
Chicago Travel Party Comparison
Chart 64 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
34 35
8 7
16
21
47
6
9
17
One Adult MF MM/FF Three or More Adults Children Present
Stays Based Trip-Dollars Based
81
TRIP CHARACTERISTICS
Stay Length Distribution: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 65 Segment: 2016 Leisure Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
59
73
51
63
55
19
13
16
15
18
11
7
15
10
11
5
3
8
5
6
5
3
8
5
8
1
1
2
1
2
IL Comp Set
Downstate
Chicago
Illinois
U.S.
Day 1 Night 2 Nights 3 Nights 4-7 Nights 8+ Nights
82
TRIP CHARACTERISTICS
Average Nights (ONL only – excludes Day)
2.69
2.55
2.61
2.47
2.32
Average Overnight Length of Stay Overview: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 66 Segment: 2015/2016 Leisure Stays • Illinois N=3,001 household count • Chicago N=1,841 household count
2.66
2.4 2.5
2.25 2.3
2.69 2.55 2.61
2.47 2.32
U.S. Illinois Chicago Downstate IL Comp Set
2015 2016
83
TRIP CHARACTERISTICS
Illinois Avg. Party per Stay Spending by Stay Length
Chart 67 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
267
164
429
687
1,016 1,087
1,376
Illinois Leisure Day Trip 1 night 2 nights 3 nights 4-7 nights 8+ nights
84
TRIP CHARACTERISTICS
Illinois Stay Length Comparison
Chart 68 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
61
16
11
5 5
1
28
17 20
14 16
5
Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights
Stays Based Trip-Dollars Based
85
TRIP CHARACTERISTICS
Chicago Avg. Party per Stay Spending by Stay Length
Chart 69 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
553
198
584
852
1,194 1,296
1,426
Chicago Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights
86
TRIP CHARACTERISTICS
Chicago Stay Length Comparison
Chart 70 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
49
17 15
8 8
2
18 18
23
18 20
4
Day Trips 1 night 2 nights 3 nights 4-7 nights 8+ nights
Stays Based Trip-Dollars Based
87
TRIP CHARACTERISTICS
Daily Spending Per Person by Category: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 71 Segment: 2016 Leisure Person-Days (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
24
27
23
25
24
26
29
25
27
25
19
11
23
19
22
17
21
14
16
15
12
8
12
11
12
2
4
3
3
3
Comp Set
Downstate
Chicago
Illinois
U.S.
Transportation Food Lodging Shopping Entertainment Other Expenses
88
TRIP CHARACTERISTICS
Average
(including Transportation)
$117
$114
$148
$76
$96
List of All DKSA Activities
89
ACTIVITY PARTICIPATION
DKSA 2016 ACTIVITIES
ATTRACTIONS Holiday Celebration Hunting
Amateur Sports Reunion/Graduation Fishing
Professional Sports Event Wedding Hiking
Gambling Funeral/Memorial Biking
Night Life Other Personal Celebration Tennis
Show: Boat, Car, Home LIBATION AND CULINARY Water Sports
Theme/Amusement/Water Park Culinary/Dining Experience Extreme Adventure Sports
Zoo/Aquarium Winery/Distillery/Brewery Snow/Winter Sports
CULTURE NATURE GENERAL
Concert, Theater, Dance Beach/Waterfront Shopping
Festival/Fairs Camping Real Estate (buy/sell)
Historic Sites Eco/Sustainable Travel Medical/Health/Doctor Visit
Museum, Art Exhibits, etc. Wildlife Viewing Service/Volunteerism/Charity
Movies Parks (National/State) Religious/Faith Based Event
Touring/Sightseeing OUTDOOR SPORTS Spa
FAMILY/LIFE EVENTS Boating/Sailing Other Activities (any)
Visit Friends/Relatives Golfing Business/Work
10% - Night Life
6% - Zoo/Aquarium
4% - Amateur Sports
4% - Professional Sports Event
3% - Gambling
3% - Show: Boat, Car, Home
2% - Theme/Water Park
Outdoor Sports (8%)
2% - Hiking
1% - Biking
1% - Boating/ Sailing
1% - Golfing
1% - Fishing
0% - Hunting
1% - Tennis
1% - Water Sports
0% - Extreme Adventure Sports
0% - Snow/Winter Sports
11% - Parks: National/ State
8% - Beach/ Waterfront
2% - Wildlife Viewing
1% - Camping
0% - Eco/Sustainable Travel
30% - Culinary/ Dining Experience
2% - Winery/ Distillery/ Brewery
12% - Museum, Art Exhibits, etc.
12% - Touring/Sightseeing
9% - Concert, Theater, Dance
8% - Festival/ Fairs
7% - Historic Sites
7% - Movies
38% - Visit Friends/ Relatives
9% - Holiday Celebration
5% - Reunion/ Graduation
4% - Wedding
2% - Funeral/ Memorial
10% - Other Personal
Illinois Activity Participation
Chart 72 Segment: 2016 Leisure Person-Stays (%) Illinois N=3,001 household count
Attraction
26% Culture
33%
Family/ Life Events
50%
Libation and
Culinary
30%
Nature
16% General
37%
27% - Shopping
6% - Medical/ Health/ Doctor Visit
1% - Business/Work
1% - Spa
0% - Real Estate: buy/ Sell
1% - Service/ Volunteerism/ Charity
4% - Religious/ Faith Based Event
3% - Other Activity
90
ACTIVITY PARTICIPATION
18% - Night Life
12% - Zoo/Aquarium
6% - Professional Sports Event
2% - Amateur Sports
3% - Show: Boat, Car, Home
1% - Gambling
2% - Theme/Water Park
Outdoor Sports (7%)
2% - Biking
1% - Hiking
1% - Boating/ Sailing
1% - Golfing
0% - Fishing
1% - Snow/Winter Sports
0% - Hunting
1% - Tennis
1% - Water Sports
0% - Extreme Adventure Sports
18% - Parks: National/ State
15% - Beach/ Waterfront
1% - Wildlife Viewing
0% - Eco/Sustainable Travel
0% - Camping
37% - Culinary/ Dining Experience
1% - Winery/ Distillery/ Brewery
20% - Museum, Art Exhibits, etc.
15% - Touring/Sightseeing
17% - Concert, Theater, Dance
12% - Festival/ Fairs
9% - Historic Sites
10% - Movies
42% - Visit Friends/ Relatives
12% - Holiday Celebration
8% - Reunion/ Graduation
7% - Wedding
2% - Funeral/ Memorial
12% - Other personal
Chicago Activity Participation
Chart 73 Segment: 2016 Leisure Person-Stays (%) Chicago N=1,841 household count
Attraction
32% Culture
46%
Family/ Life Events
54%
Libation and
Culinary
37%
Nature
24%
General
38%
31% - Shopping
8% - Medical/ Health/ Doctor Visit
2% - Business/Work
1% - Spa
0% - Real Estate: buy/ Sell
0% - Service/ Volunteerism/ Charity
2% - Religious/ Faith Based Event
1% - Other Activity
91
ACTIVITY PARTICIPATION
Top Leisure Visitor Activities at the Destination (Rank Order by Illinois – gray percentage indicates not in Top 10)
Chart 74 Segment: 2016 Leisure Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
• Entertainment These activities are based on minimum spending levels : Entertainment (>$10), Dining (>$20),
Shopping (>$20). All other activity incidence is based on activities selected from a list.
92
ACTIVITY PARTICIPATION
U.S. ILLINOIS CHICAGO DOWNSTATE COMP SET
Visit Friends/Relatives (general visit)
32% 38% 42% 34% 32%
Culinary/Dining Experience 27% 31% 37% 24% 24%
Shopping 26% 27% 31% 24% 26%
Museums, Art Exhibits etc. 8% 12% 20% 5% 7%
Touring/Sightseeing 11% 12% 15% 8% 8%
Parks (national/state, etc.) 10% 11% 18% 5% 7%
Nightlife (bar, nightclub, etc.) 8% 10% 18% 4% 6%
Other Personal Celebrations 7% 10% 12% 8% 7%
Holiday Celebration 6% 9% 12% 7% 6%
Concerts, Theatre, Dance, etc. 7% 9% 17% 3% 6%
Beach/Waterfront 13% 8% 15% 3% 7%
Festival/Fairs (state, craft, etc.) 5% 8% 12% 5% 5%
Historic Sites 9% 7% 9% 5% 6%
Movies 5% 7% 20% 4% 4%
Zoo/Aquarium 4% 6% 12% 1% 4%
Illinois Activity Index
Chart 75 Segment: 2016 Leisure Stays Illinois N=3,001 household count
238 224
190
170 163
155 154 153 151 140
Reu
nio
n/G
radu
atio
n
We
dd
ing
Ten
nis
Religio
us/Faith
B
ased
Co
nferen
ce
Zoo
/Aq
uariu
m
Bu
siness/W
ork
Festival/Fairs (state, craft,
etc.)
Ho
liday
Celeb
ration
Mu
seum
s, Art
Exhib
its, etc.
Pro
fession
al Sp
orts Even
t
93
ACTIVITY PARTICIPATION
The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Illinois are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.
U.S. Activity Participation = 100
Illinois Avg. Party per Stay Spending by Activities
Chart 76 Segment: 2014-2016 Leisure Stays ($) Illinois N=9,230 household count
367
1,035
815
746 731 727 705 698 653 648 636
94
ACTIVITY PARTICIPATION
Illinois Activity Comparison
Chart 77 Segment: 2014-2016 Leisure (%) Illinois N=9,230 household count
14
8
13
10
14
16
21
24
43
43
36
7
7
8
9
9
10
11
12
28
30
35
Historic Sites
Holiday Celebration (Thanksgiving, July 4th etc.)
Parks (national/state, etc.)
Other Personal Celebrations
Concerts/Theatre/Dance etc.
Nightlife (bar, nightclub, etc.)
Touring/Sightseeing
Museums, Art Exhibits etc.
Shopping
Culinary/Dining Experience (2011+)
Visit Friends/Relatives (general visit)
Stays Based Trip-Dollars Based
95
ACTIVITY PARTICIPATION
Chicago Activity Index
Chart 78 Segment: 2016 Leisure Stays Chicago N=1,841 household count
409 401
319
254 238 233 229 226 224
203
We
dd
ing
Reu
nio
n/G
radu
atio
n
Zoo
/Aq
uariu
m
Mu
seum
s, Art
Exhib
its, etc.
Co
ncerts,
Theatre, D
ance
Bu
siness/W
ork
Pro
fession
al Sp
orts Even
t
Nigh
tlife (bar,
nigh
tclub
, etc.)
Festival/Fairs (state, craft,
etc.)
Ho
liday
Celeb
ration
96
ACTIVITY PARTICIPATION
The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Chicago are more likely to do than visitors to the U.S. The Index is different from the share of participation in that it only reflects a traveler’s propensity to participate in an activity, relative to the propensity for average U.S. destinations.
U.S. Activity Participation = 100
Chicago Avg. Party per Stay Spending by Activities
Chart 79 Segment: 2014-2016 Leisure Stays ($) Chicago N=5,518 household count
553
1,275 1,246 1,216
1,104 1,097 1,067
1,022 988 966 965
869 862 822
97
ACTIVITY PARTICIPATION
Chicago Activity Comparison
Chart 80 Segment: 2014-2016 Leisure (%) Chicago N=5,518 household count
17
11
14
15
15
27
19
21
31
44
48
36
9
10
11
11
12
15
16
17
21
30
36
38
Historic Sites
Other Personal Celebration
Zoo/Aquarium
Beach/Waterfront
Parks (national/state, etc.)
Touring/Sightseeing
Concerts/Theatre/Dance etc.
Nightlife (bar, nightclub, etc.)
Museums, Art Exhibits etc.
Shopping (2011+)
Culinary/Dining Experience (2011+)
Visit Friends/Relatives (general visit) (2011+)
Stays Based Trip-Dollars Based
98
ACTIVITY PARTICIPATION
Accommodation Type: U.S., Illinois, Chicago, Downstate, and Comp Set
Chart 81 Segment: 2016 Overnight Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
50
36
54
47
49
8
5
3
4
11
42
59
43
49
40
IL Comp Set Leisure
Downstate Leisure
Chicago Leisure
Illinois Leisure
U.S. Leisure
Hotel Other Paid Non-Paid All Other
99
ACCOMMODATION
Illinois Avg. Party per Stay Spending by Accommodation Type
Chart 82 Segment: 2014-2016 Overnight Leisure Stays ($) Illinois N=9,230 household count
367
1,003
728
462
201
Illinois Hotel Other Paid Non-Paid All Other
100
ACCOMMODATION
Illinois Accommodation Type Comparison
Chart 83 Segment: 2014-2016 Overnight Leisure ($) Illinois N = 9,230 household count
44
3
51
1
63
3
34
0
Hotel Other Paid Non-Paid All Other
Stays Based Trip-Dollars Based
101
ACCOMMODATION
Chicago Avg. Party per Stay Spending by Accommodation Type
Chart 84 Segment: 2014-2016 Overnight Leisure Stays ($) Chicago N=5,518 household count
553
1,211
983
579
0
Chicago Hotel Other Paid Non-Paid All Other
102
ACCOMMODATION
Chicago Accommodation Type Comparison
Chart 85 Segment: 2014-2016 Overnight Leisure ($) Chicago N=5,518 household count
51
2
47
0
68
2
30
0
Hotel Other Paid Non-Paid All Other
Stays Based Trip-Dollars Based
103
ACCOMMODATION
Visitor Ratings
Chart 86 Segment: 2016 Leisure Person-Stays (%) • Illinois N=3,001 household count • Chicago N=1,841 household count
104
PERFORMANCE RATINGS
50
55
60
65
70
75
80
85
50 55 60 65 70 75 80 85
Excellent Satisfaction (8-10)
Excellen
t V
alu
e (
8-1
0)
Data Year:
2016
2015
Comp Set
Illinois
Illinois
U.S. U.S.
Comp set
Chicago
Downstate
Downstate
Chicago
Low Satisfaction
Low Value
High Satisfaction
High Value
Low Satisfaction
High Value
High Satisfaction
Low Value
105
The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The
smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the
population. Percentage Findings in Report or Data Tables as follows:
Statistical References
Confidence Interval
The chart below compares two proportions from different samples for statistical significance.
Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the
Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting
Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the
resulting Z score is lower, there is no significant difference.
(p1 - p2)
√(P *((1-P) / N1)) + (P *((1-P) / N2))
Significance Testing
Example:
If the car travel finding for the
U.S. is 92% and the sample size
is 58,071, using the chart, we can
say that at the 90% level of
confidence the proportion ranges
between 91.8% and 92.2%.
Example:
If the Auto travel (NET) finding for
Illinois is 87% in previous time
period and 85% in current time
period, using the chart, we can
say that the actual proportion
change is statistically significant
since the resulting Z score (-2.28)
is larger than the table Z score
(1.64).
Leisure Travel Sample Size
for 2016 At or near 2% or 98%
At or near 5% or 95%
At or near 10% or 90%
At or near 25% or 75%
At or near 50%
U.S. 57,177 0.1% 0.1% 0.2% 0.3% 0.3%
Illinois 3,001 0.3% 0.6% 0.8% 1.1% 1.5%
Chicago 1,841 0.4% 0.7% 1.0% 1.5% 1.9%
Downstate 1,351 0.4% 0.8% 1.2% 1.7% 2.2%
Comp Set 11,571 0.1% 0.3% 0.4% 0.6% 0.7%
Data Input Sample 1 Sample 2 Resulting Z Score Z score Confidence Level
Proportion 85.0% 87.0% (+/-) 1.96 95%
Sample Size (n) 3,001 3231 -2.28 (+/-) 1.64 90%
Z =
DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study
measuring the travel behavior of US residents. An average of 50,000
distinct U.S. households monthly and has done so since 1991. DKSA is able to
provide current behavior and long term trended analyses on a wide range
of travel.
DKSA data are collected using an online methodology employing
KnowledgePanel®, an address based sample panel offered by GfK. The
sample is drawn as a national probability sample and returns are balanced
to ensure representation of the U.S. population according to the most recent
U.S. Census. Key factors used for balancing are Origin State, Age, Income,
Education, Gender, Ethnicity/race and return rates. The Knowledge
Networks sample is used to create benchmark weights which are applied to
surveys returned from other managed panels used by DKSA.
Both traveling and non-traveling households are surveyed each month
enabling DKSA to generate the best estimate of travel incidence (volume)
within the total U.S. population. Among those who have traveled (overnight
in the past three months, and daytrips in the past month) details of their
trip(s) are recorded for each month. This overlapping, repeating monthly
approach boosts the observed number of trips for each travel month and
controls for seasonality and telescoping biases.
"Travel" is defined as either an overnight trip defined as going
someplace, staying overnight and then returning home or as a day trip
defined as a place away from home and back in the same day.
Respondents report travel behavior for each stay of each trip; an approach
that enhances reporting for specific travel events, activities and spending.
A wide variety of general travel information is collected including travel
to destinations at a city level, hotel stayed in, purpose of stay and activities,
expenditures, mode of transportation, party composition, length of stay,
travel agent and group tour usage, satisfaction and value ratings, and
demographics, including origin markets.
Several questions are asked as open-ends to ensure that the responses
are not influenced by a pre-listed set of response categories. Each
respondent identifies the actual destination visited with an open-end
response. This is particularly significant for obtaining accurate data for
smaller cities and counties and representing total travel. This increases time
and expense to accurately capture these responses but quality requires it.
Extensive coding lists are updated regularly to ensure that all data is
recorded accurately. DKSA’s Quality control committee conducts bi-monthly
meetings to review survey results and examine methods to maintain and
improve quality control.
106
About DKSA
D.K. Shifflet & Associates Ltd. is the leading U.S. consumer travel
research firm. DKSA is located in McLean, VA providing the
Industry’s most complete consumer based travel data on U.S.
residents and their travel worldwide. Our clients include
destination marketing organizations, theme parks, credit cards,
auto clubs, hotel chains and more.
Research Methodology