INSIGHTS THAT TAKE YOU PLACES › Assets › Tourism › research... · The majority of Louisiana travelers stay at paid hotels (Mid-Level and High-End), travel for the purpose of

Executive Summary

Charts & Graphs

AppendixINSIGHTS

THAT TAKE

YOU

PLACES

Year-End 2019 Visitor Profile.

An Inside Look at the Louisiana Travel Market

Vicki Allen

Senior Research Manager, D.K. Shilfflet & Associates

June 2020

Tel.: +1.703.536.8500

www.dksa.com

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3

Volume and profile data are from D.K. Shifflet’s PERFORMANCE/MonitorSM

– the largest travel tracking system in the U.S. The 2019 Louisiana Visitor

Profile is based on a sample of 1,554 traveling households.

This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.

Copyright © 2020 D. K. Shifflet & Associates, Ltd. All rights reserved.

This Louisiana Visitor Profile provides intelligence on US and Louisiana traveltrends from Calendar Year 2019. Information is also provided for five regionswithin the State. These five regions combined include all the parishes.

In 2019, Louisiana hosted 52.5 million domestic visitors, spending $17.9 billion dollars

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Table of Contents

Charts & Graphs22

Volume

Direct Spending

Market Share

Demographics

Trip Origin

Transportation

Trip Timing

Trip Characteristics

Activity Participation

Performance Ratings

Accommodation

Appendix

41

47

51

58

70

81

78

83

23

25

26

27

2019 Highlights:

Travel definition: An overnight trip defined as going someplace, staying overnight and then returning home and a day trip defined as a place away from home and back in the same day.

Sample Frame: All U.S., Louisiana, and Louisiana’s Regions as defined above

Timeframe: Travel Year 2019

This report primarily compares Louisiana’s travel market to the average US traveler and secondarily its five regions defined by Parish asfollows:

Greater New Orleans: Jefferson, Plaquemines, Orleans, St. Bernard, St. Tammany, Washington

Plantation Country: Ascension, East Baton Rouge, East Feliciana, Iberville, Livingston, Pointe Coupee, St. Charles, St. Helena,

St. James, St. John the Baptist, Tangipahoa, West Baton Rouge, West Feliciana

Cajun Country: Acadia, Allen, Assumption, Calcasieu, Cameron, Evangeline, Iberia, Jefferson Davis, Lafayette, Lafourche,St. Landry, St. Martin, St. Mary, Terrebonne, Vermilion

Sportsman’s Paradise: Bienville, Bossier, Caddo, Caldwell, Claiborne, De Soto, East Carroll, Franklin, Jackson, Lincoln,Madison, Morehouse, Ouachita, Red River, Richland, Tensas, Union, Webster, West Carroll, Winn

Crossroads: Avoyelles, Beauregard, Catahoula, Concordia, Grant, La Salle, Natchitoches, Rapides, Sabine, Vernon

The following analysis highlights unique information about Louisiana travelers and insights into how they travel throughout the State.

▪ Louisiana received record number of domestic visitors spending record amounts of money. Domestic person-stay volume was up 3.4% year-over-year and domestic spending increased 6.3% in 2019 over 2018.

▪ The majority of Louisiana travelers stay at paid hotels (Mid-Level and High-End), travel for the purpose of a Visiting Friends/Relatives and Special Events.

▪ The top 10 activities that Louisiana travel parties participate in are profitable, except for Visiting Friends/Relatives.

▪ Louisiana received more visitors in 2019 during Winter and Spring than the average U.S. travel destination.

▪ The majority of Louisiana’s visitors originate from in-state, followed by Texas, Mississippi, Florida and Alabama.

▪ The largest share of Louisiana’s visitors arrive from New Orleans, Baton Rouge, Houston and Lafayette DMAs

▪ Louisiana received higher average satisfaction ratings for overall satisfaction and value-for-the-money ratings for than the average U.S. destination.

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Executive Summary

STUDY SPECIFICATIONS

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Executive Summary

While understanding visitation in terms of who is visiting theState, why, and what they do there is imperative in painting apicture of travel to Louisiana, it is also important to focus on theopportunities that lie ahead for Louisiana travel.

Spending continues to grow, with the largest year over yearincreases seen in lodging, food & beverage and entertainmentcategories. The average age of a visitor to Louisiana is 49. Thosevisitors who come to Louisiana for a vacation or getawayweekend are more profitable than those who come to visitfriends/relatives. Despite the lack of value, those visitingfriends/relatives represent 22 percent of domestic visitation toLouisiana.

The characteristics of visitors to Louisiana are somewhat differentdepending on which destination region they visit. Visitors to theGreater New Orleans region are more likely to stay in High-Endhotels, fly and visit in the winter and summer. Visitors to thisregion also have the highest average spending per person per day($181) compared to the other regions.

Visitors to Louisiana’s Plantation Country region are more likelyto visit in the fall followed by the winter, come to seefriends/relatives and have the smallest average party size (1.6 ppl)and the shortest average length of stay (1.54 days).

Visitors to Louisiana’s Cajun Country region are most likely to visitin the spring and have the largest percentage of visitors staying innon-paid accommodations (34%).

Visitors to Sportsman’s Paradise region are predominantlyBoomers (61%) and are most likely to visit in the spring. The topactivity for visitors to this region is gambling (41%) followed byvisiting friends/relatives (25%).

Visitors to Crossroads region are the oldest compared to theother regions with two-thirds being over 55 years of age and aremost likely to travel to the region as couples. The top activity forvisitors to this region is visiting historic sites (38%) followed byculinary and dining experiences (25%).

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Executive Summary

Over two-thirds of total visitors to Louisiana (70%) do not have children in their household and have an average household income of $108.5K. Visitors that come to Louisiana have a slightly higher average household income than visitors to the average U.S. leisure destination (US = $105.4K vs LA = $108.5K).

Louisiana mimics the overall U.S. traveler in regard to generations. The largest share of visitors come from the Boomers (34%) followed by the Millennials/GenZ (31%) the same percentage as the overall U.S. Over two-thirds (69%) of Louisiana’s visitors originate from the West South Central U.S. and predominantly arrive by car (88%). Visitors to Louisiana most often travel alone (44%) or as couples (31%) and stay an average of 2.0 nights in the state. The average daily spend per person per day is $145, with over half being spent on food & beverage and transportation combined. The most popular activities for visitors to the state are culinary/dining experiences, visiting friends/relatives, shopping, visiting historic sites and gambling. Over half of visitors stay in hotels (59%) followed by non-paid accommodations (27%) primarily the home of a friends/relative.

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How to Read the Report Charts

Household Count The number of unique respondents responding to the survey who visited the destination during the travel year

Stays Stays represent the number of distinct groups of travelers (travel parties or groups) visiting a destination on a trip, regardless of the number of people within the travel group.

Person-Stays The total number of people or visitors that traveled to your destination, regardless of the length of their stay.

Person-Days The total number of days that all visitors contributed to your destination.

Trip-Dollars Using the Trip-Dollars weight shows the 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.

Stay Expenditures Combines per-person spending with Person-Days to calculate the money spent on each stay to your destination.

Metric Definitions

The impact of Louisiana visitation and spending on the share ofthe US travel market has been mixed over the past several years.In 2017 Louisiana travelers (Person-Stays), the main focus of thisreport, represent 1.84% of the US travel market. In 2019, theshare of Louisiana Person Stays was 1.72%, down from 2017 buthigher than 2018 where it dipped to 1.41%.

In contrast, the number of Stays taken to a destination indicateshow many distinct travel parties came to your destination, but nothow long they stayed. Louisiana travel parties represent 1.68% ofthe US travel market.

The Person-Days metric takes into account how long visitorsstayed in your destination and is simply the total number of daysthat visitors contributed to Louisiana. Louisiana travelersrepresent 1.71% of the US market share of Person-Days.

An increase in the share of Person-Stays year over year can beattributed to changes in Louisiana’s number of visitors, changes inlength of stay of these visitors, changes in party composition,and/or changes in the day/ overnight mix relative to the US.

LOUISIANA REGION TRAVEL IS A PERCENTAGE OF LOUISIANA TRAVEL

1.68

40.46

13.23

25.44

13.49

2.101.72

43.27

11.49

24.04

14.10

2.101.71

53.50

8.65

17.3114.22

2.061.80

66.70

7.6612.35

8.571.89

Louisiana Greater New Orleans Plantation Country Cajun Country Sportsman's Paradise Crossroads

Stays Person-Stays Person-Days Trip-Dollars

Destination Market Share

Louisiana Market Share of U.S. Travel

The Greater New Orleans region overwhelmingly represents the largest

share of Louisiana travel and is the most profitable travel region in the State.

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Destination Market Share

Stays

Increase of 0.03 ppt in 2018-2019

Person-Stays

Decrease of 0.05 ppt in 2018-2019

Person-Days

Decrease of 0.06 ppt in 2018-2019

Trip-Dollars

Increased 0.02 ppt in 2018-2019

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Louisiana travelers contributed 1.80% in terms of Trip-Dollars tothe US market; total amount of revenue that visitors contribute asopposed to the contribution of number of trips or number of daysspent in a destination. This an increase from the prior two years.

Changes in Direct Spending can not only be influenced by ALLother travel measures including number of travel parties, numberof persons, number of days, number of people in the Stays, lengthof stay, and individual traveler spending but also be related tochanges in travel party composition, purpose of trip, activityparticipation levels, or accommodation choice.

The decline in person-stays can be attributed to a decrease inaverage travel party size. The number of stays increased butaverage travel party size declined 5%. Changes in length of stayaffected person-days with more day trips and less overnight tripsin 2019 over 2018. Overall, average expenditures per person perday increased 6% over the year prior. So, even though the numberwithin the travel party decreased and the length of staydecreased, if there are more travel parties spending more, tripdollars will increase.

Who are Louisiana visitors?Louisiana visitors can be described in three ways; basicdemographics, lifestages, and by generation.

Louisiana travelers are the same average age as U.S. travelers (49years). Among the Louisiana travel regions, Greater New Orleanshas the youngest average age of travelers (45 years) while theCrossroads region has the oldest average age at 56 years. Most ofLouisiana visitors are over 55 years of age (40%) followed closelyby those in 35-54-year-old age group (33%).

Louisiana visitors have a slightly lower median income comparedto the average U.S. traveler, (LA $82.4K vs US $84.7) and are morelikely to be employed compared to the average U.S. traveler

(LA 73% vs US 66%).

The regions within Louisiana differ with Plantation Country andthe Greater New Orleans region having a higher median income($92.7K and $87.9K) than overall Louisiana travelers. Greater NewOrleans attracts the most Millennial/GenZ visitors (38%), followedby Cajun Country (27%) and Crossroads (27%).

GENERATIONS: MILLENNIAL/GENZ – 1981-2001; GENX – 1965-1980; BOOMER 1946-1964; SILENT/GI – BEFORE 1945

U.S. TravelerLouisiana Traveler

Greater New Orleans

Plantation Country

Cajun Country

Sportsman’s Paradise

Crossroads

Average Age 49 years 49 years 45 years 51 years 50 years 55 years 56 years

Employed 66% 73% 79% 69% 75% 59% 28%

Retired 22% 19% 14% 22% 20% 29% 35%

Median Income (000)

$84.7 $82.4 $87.9 $92.7 $76.1 $68.1 $70.7

Children in Household

33% 30% 35% 42% 25% 28% 0%

Generations:Millennial/GenZ

GenXBoomer

Silent/GI

31%29%34%6%

31%29%34%6%

38%31%28%3%

18%40%32%10%

27%29%34%10%

16%21%61%2%

27%7%

41%25%

Demographics

How do Louisiana visitors compare?

LouisianaVisitors

Middle agedNearly three-quarters employed

Average IncomeLess than 1 in 3 with Kids in Household

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DKSA combines the three variables most likely to discriminatebetween travelers into seven Lifestages. These include age,household income and whether or not children are present inthe household. These segments are generally used for promotiondevelopment and targeting.

The majority of visitors to Louisiana belong in the Lifestages withno children in the household (73%).

TOTAL 2019 (%)

0

20

40

60

80

Stays Trip-Dollars

DKSA Lifestage Definitions

LifestageHead of HH Age

(years)HH

IncomeChildren <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

Demographics

Louisiana Lifestages

Affluent MatureMost profitable segment

Young FamilyLeast profitable segment

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Affluent Mature (25%) and Young & Free (17%) lifestagescontribute the most in travel party shares to Louisiana tourism.

Yet, visitors in the Mature & Free Lifestage contribute more inTrip-Dollars to Louisiana’s economy than they represent in travelparty shares (15% in Stays but 17% in Trip-Dollars) which makesthem one of the most profitable segments.

The same is true of the Affluent Family segment, they represent12% of the Stays and 15% of the Trip-Dollars. Affluent Family,Moderate Family and Mature & Free travelers are also keysegments to target as they have slightly higher Trip-Dollar sharescompared to their share in Stays.

Where do Louisiana visitors come from?

Over four in 10 (42%) of Louisiana visitors are from in-state. TheCrossroads and Plantation Country regions receive a greater shareof in-state visitors with over 60% of their visitors from in-state.Sportsman’s Paradise and Greater New Orleans receive less thana third of their visitors from in-state.

After in-state travelers, Texas is the state where Louisiana receivesthe most travelers (23%), followed by Mississippi (6%). Florida(3%), Alabama (3%) and Virginia (3%) round out the top six originstates. These top six states produce 81% of Louisiana visitors.

The top 3 origin markets for Louisiana visitors are New OrleansDMA (13.4%), Baton Rouge DMA (11.2%), and Houston DMA(10.9%). Louisiana’s top 10 DMAs of origin account for 68% oftheir travelers.

Four of the top ten origin DMAs to the state are in-state markets,followed by Texas. When looking at travelers based on trip-dollars, travelers from out of-state DMAs are more profitable tothe state.

Louisiana is primarily a drive destination, with only 9% ofLouisiana travelers arriving by airplane. This percentage of airvisitors is driven mostly by the Greater New Orleans region where17% of the visitors arrive by air. The rest of the state receives lessthan 3% of visitors by air.

Louisiana Origin DMAsPERSON-STAYS 2019 (%)

New Orleans, LA 13.4%

Baton Rouge, LA 11.2%

Houston, TX 10.9%

Lafayette, LA 8.5%

Monroe, LA-El Dorado, AR 6.9%

Dallas-Fort Worth, TX 5.5%

Shreveport, LA 3.5%

Jackson, MS 3.0%

Washington, DC 2.7%

Chicago, IL 2.4%

Origin Markets

Louisiana – a Drive Destination

Louisiana Top 3Origin Markets

Louisiana (↓ 4ppt over 2018)

Texas (↑ 2ppt over 2018)

Mississippi (↑ 1ppt over 2018)

New Orleans, LA DMA

Baton Rouge, LA DMA

Houston, TX DMA

U.S. Top 3 Destination States

California

Florida

Texas

U.S. Top 3 Destination DMAs

New York, NY DMA

Los Angeles, CA DMA

Orlando, FL DMA

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During 2019, Louisiana’s top five origin states are Louisiana (42%),Texas (23%), Mississippi (6%), Florida (3%) and Alabama (3%). Thetable below shows the top origin markets to Louisiana’s 5 regions.A way to read the table below is that “Of those who visited theGreater New Orleans region, 13% are from New Orleans, LA.”

New Orleans is a top origin for all the regions, except forSportsman’s Paradise. All regions draw a large portion of theirvisitors from in-state, with more than one Louisiana market intheir top origins. In the Plantation Country region, four of their topfive origin markets are all in-state. The top origin market for theCajun Country region Houston, TX.

Origin Markets

Top Origin Markets for Louisiana Regions (Person-Stays 2019)

Top Origin States

Greater New Orleans - Louisiana, Texas & Mississippi

Plantation Country - Louisiana, Texas & Alabama

Cajun Country - Louisiana, Texas & Oklahoma

Sportsman’s Paradise - Texas, Louisiana & Arkansas

Crossroads - Louisiana, Mississippi & Texas

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Greater New Orleans - 42% Plantation Country – 78% Cajun Country -79% Sportsman’s Paradis – 73% Crossroads – 81%

13% New Orleans, LA 23% Baton Rouge, LA 24% Houston, TX 23%Monroe, LA-El Dorado,

AR27% Shreveport, LA

13% Baton Rouge, LA 22% New Orleans, LA 19% New Orleans, LA 18% Dallas-Fort Worth, TX 19% Jackson, MS

6% Lafayette, LA 14% Houston, TX 19% Lafayette, LA 14% Shreveport, LA 19%Monroe, LA-El Dorado,

AR

5% Chicago, IL 10% Lafayette, LA 10% Baton Rouge, LA 13% Tyler-Longview, TX 10% Baton Rouge, LA

5% Houston, TX 9%Monroe, LA-El Dorado,

AR7%

Monroe, LA-El Dorado, AR

5% Jackson, MS 6% New Orleans, LA

Why do travelers visit Louisiana?

The majority of Louisiana's visitors (59%) come for non-vacationleisure purposes such as to Visit with Friends/Relatives (22%) andattending a Special Event (13%). This is followed by Vacationpurposes such as a Getaway Weekend (11%) and General Vacation(9%). Travelers coming to Louisiana for business accounts for 15%.

When looking at which trip purpose contributes most toLouisiana’s Trip-Dollars, Vacation contributes nearly one-third ofLouisiana's Trip-Dollars (32%) but only one in five Stays. OvernightVacations and Weekend Getaways are the most valuablesegments with higher Trip Dollars shares than they represent inStays.

Business Group Meetings also represent nearly 1 in 5 of thestate’s Trip Dollars (18%) but only represent 14% of Stays. Themajority of Louisiana's Stays are Non-Vacation purposes (56%) butthey only represent 42% of the state’s Trip Dollars.

LEISURE-STAYS 2019 (%)

Travel Purpose

Louisiana Purpose of Travel

15

Top Louisiana Purpose

Visit Friends/Relatives

Other Leisure/Personal

Special Events

Most profitable segments

Getaway Weekend

General Vacation

Top U.S. Purpose



Special Events

Most profitable segment

General Vacation0

10

20

30

U.S. Louisiana

Group Meeting Transient Business Getaway Weekend - Night General Vacation - Night Visit Friends/Relatives

Special Event Convention, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

How much do travelers spend on their stay in Louisiana?

Total average daily spending (including transportation) by visitors to Louisiana increased in 2019 to $145 per person per day – an increaseof about $6 from 2018. The increase is due to spending increases in food & beverage, entertainment & recreation, and shopping. Thevisitor to Louisiana spent on average $5 more on food & beverage and $4 more on entertainment & recreation. Spending ontransportation and lodging declined in 2019. Spending by visitors to Louisiana on transportation declined $4 and lodging declined $2 in2019 over 2018.

The majority of the daily expenditure was spent on Food & Beverage (27%), Transportation (25%), Lodging (19%), followed byEntertainment & Recreation (15%), Shopping (11%) and Miscellaneous (3%). Visitors to the Greater New Orleans have the highestaverage spend per person per day ($181) compared to the other regions.

PERSON-DAYS 2019 (%)

0

5

10

15

20

25

30

35

40

Total U.S. Total Louisiana Greater New Orleans Plantation Country Cajun Country Sportsman's Paradise Crossroads

Transportation Food Room Shopping Entertainment Miscellaneous

$131 avg. $181 avg. $128 avg. $100 avg. $91 avg. $126 avg.

Spending

Per-Person-Per-Day-Spending

16

$145 avg.

Louisiana travelers

spend more on

Food & Beverage and

Entertainment

but a lot less on Transportation

Where do Louisiana visitors stay?

Paid Hotels are by far the accommodation of choice for Louisianavisitors (59%). Nearly a quarter of Louisiana travelers stay in Mid-Level hotels (24%) and followed by High-End hotels (16%). Overall,Louisiana has a greater share of travelers staying in paid hotelsthan the average U.S. traveler (59% and 52%, respectively).

Another 27% of Louisiana travelers stay in non-paidaccommodations, typically at homes of friends/relatives. Typically,those who stay in Non-Paid Accommodations do not contributenearly as much in monetary value to the destination as theyrepresent in Stays share.

Naturally, Louisiana travelers who stay in High End hotels areespecially worthy to target as they generate significant highershares of Trip-Dollars (31%) than in Stays (16%).

PERSON-STAYS 2019 (%)

Accommodations

Louisiana Paid Accommodations

17

Those who stay in hotels, choose Mid-level

Paid Non-Hotel13%

Non-Paid Accommodations

27%

Economy8%

Other Hotel10%

High-End16%

Mid-Level24%

Paid Hotel 59%

Timing

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Four in 10 of Louisiana visitors (40%) stay less than four nights.Louisiana attracts a higher share of visitors who take trips of 1-3nights (40%) than the average US destination (38%) .

Louisiana’s Plantation Country, Crossroads, and Cajun Countryregions have the largest percentage of Day Trips, with two-thirdsof visitors to that region staying there only for the day. TheGreater New Orleans region had longest average length of stay(2.59 Days) compared to all other Louisiana regions, followed bySportsman’s Paradise region (1.96 Days).

How long do Louisiana visitors stay? When do travelers visit Louisiana?

Louisiana’s visitors are most likely to visit in the Winter (25%) andSpring (25%) and least likely to visit in the Summer (23%). In2019, December received the greatest percentage of visitors(14%).

Greater New Orleans receives most of their visitors during theSummer and Winter (both 28%). Plantation Country receivesmost of their visitors in the Fall (34%) and the Winter (33%).Cajun Country, Crossroads and Sportsman’s Paradise regionsreceive the majority of their visitors during the Spring (36%, 35%,and 30%).

Travelers who stay between 4 -7 nights have a higher trip-dollar value.

What do Louisiana visitors do?

Louisiana travel parties have a much higher propensity toparticipate in the following activities than travel parties to theaverage US destination:

• Gambling (slots, cards, horses, etc.) (3.1 times as high)

• Nightlife (bar, nightclub etc.) (2.0 times)

• Historic Sites (2.0 times)

• Live Music (festivals, concerts, clubs) (1.9 times)

• Zoo/Aquarium (1.7 times)

• Medical/Health/Doctor Visit (1.6 times)

• Touring/Sightseeing (1.5 times)

• Culinary/Dining Experience (1.3 times)

• Museums/Art Exhibits (1.3 times)

• Real Estate (buy/sell) (1.3 times)

Activities

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Eight out of ten travel parties participate in an activity whenvisiting an average US destination, a slightly lower participationrate to Louisiana (85%). The ten activities that travel parties whovisit Louisiana participated in the most were the following:

1. Culinary/Dining Experience

2. Visit Friends/Relatives (general visit)

3. Shopping

4. Historic Sites

5. Gambling (slots, cards, horses, etc.)

6. Nightlife (bar, nightclub etc.)

7. Touring/Sightseeing

8. Live Music (festivals, concerts, clubs)

9. Museums, Art Exhibits, etc.

10. Parks (national/state, etc.)

Louisiana can position itself as a destination for Gambling, Nightlife,

History, Live Music and Culinary-based activities

How do Louisiana visitors rate the State?

Respondents are asked to rate their overall satisfaction with thedestinations they visit and the overall value-for-the-money thedestination provides. Ratings are on a 10-point scale, where 1 islow or ‘poor’ and 10 is high or ‘excellent’.

Louisiana visitors report strong satisfaction (8.5) with theirLouisiana stay. Value-for-the-money (8.3) ratings was higher thanthe average U.S. destination (8.2) in 2019. Louisiana received 76percent of excellent (8-10) ratings from travelers for overallsatisfaction. Louisiana’s Crossroads region had the highestsatisfaction ratings compared to the other regions, with itsaverage satisfaction score being an 8.8.

PERSON-STAYS 2019 (%)

2 2 3 1 1 2 1

22 22 20 21 28 21 6

77 76 77 76 71 7792

Total U.S. Total Louisiana Greater NewOrleans

PlantationCountry

Cajun Country Sportsman'sParadise

Crossroads

1-3 4-7 8-10

Value for the MoneyPERSON-STAYS 201 (%)

2 2 3 4 1 2

27 25 28 25 3112

6

71 73 69 71 6887 94

Total U.S. Total Louisiana Greater NewOrleans

PlantationCountry

Cajun Country Sportsman'sParadise

Crossroads

1-3 4-7 8-10

Louisiana travelers gave the destination higher value-for-themoney scores (8.3) compared to the average U.S. destination.Visitors to the Crossroads region scored the highest on value forthe money (9) compared to the other regions. Greater NewOrleans received the lowest value-for-the-money score (8.1), it isalso the region of the state where the average expenditures perperson per day is the highest.

Satisfaction and Value

Overall Satisfaction

Travelers rate Louisiana higher in satisfaction with the destination

than the average U.S. destination.

Louisiana average satisfaction and value ratings decreased over 2018.

20

21

Charts and Graphs

Louisiana 2019 Visitor Profile

22

How to Read the Report Charts

Chart Title

Chart Number (e.g. 6)

Travel Year (e.g. 2017)

Chart Segment (if available, e.g. Total)

Data Metric (e.g. Person-Stays)

Data Unit (e.g. % or $)

Louisiana sample size

Glossary or

additional explanations

Destinations analyzed

in the chart

Chart Section

Chart Legend

Destination & Travel Segment

Louisiana Domestic Volume and Room Nights

Chart 1 • Volume (in Millions)

45.11

20.06

46.28

20.33

48.59

20.29

50.76

20.84

52.51

21.05

0

10

20

30

40

50

60

Domestic Person-Stays Domestic Room-Nights2015 2016 2017 2018 2019

3.4%

23

VOLUME

LEGEND

Pacific 15.3%

Mountain 7.6%

West North Central 7.6%

West South Central 12.5%

East North Central 15.5%

East South Central 6.2%

New England 5.2%

Middle Atlantic 11.7%

South Atlantic 18.4%

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

MDNJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

U.S. Travel Volume Change by Division

Chart 2 • Segment: 2019/2018 Total Person-Stays (%)

24

VOLUME

Louisiana Domestic Direct Spending

Chart 3 • Total Spending (in Millions)

$5,068

$3,919

$2,541

$2,112

$2,504

$685

$5,351

$4,233

$2,800

$2,163

$2,655

$694

Transportation Food & Beverage Accommodation Shopping Entertainment & Recreation Other

2018 2019

25

VOLUME

Louisiana Share of U.S. Travel Segments

Region Share of Louisiana Travel Segments

Chart 5 • Segment: 2019 (%) • Louisiana N = 1,554 household count

1.68

40.46

13.23

25.44

13.49

2.101.72

43.27

11.49

24.04

14.10

2.101.71

53.50

8.65

17.3114.22

2.061.80

66.70

7.66

12.35

8.57

1.89

Louisiana Greater New Orleans Plantation Country Cajun Country Sportsman's Paradise Crossroads

Stays Person-Stays Person-Days Trip Dollars

MARKET SHARE

26

Age Distribution: U.S. and Louisiana

Chart 6 • Segment: 2019 Person-Stays (%) • Louisiana N = 1,636 household count

24

26

32

17

21

12

25

36

33

37

41

34

25

9

40

40

31

42

44

63

66

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country

Sportsman's Paradise

Crossroads

18-34 years 35-54 years 55 + years

45

Average

49

49

55

50

51

56

DEMOGRAPHICS

27

Louisiana Avg. Party per Stay Spending by Age

Chart 7 • Segment: 2017-2019 Leisure Stays ($) • Louisiana N = 4,753 household count

416

370

499

377

Louisiana 18-34 years 35-54 years 55+ years

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

28

Louisiana Age Comparison

Chart 8 • Segment: 2017-2019 Leisure (%) • Louisiana N = 4,753 household count

24

34

42

22

40 39

18-34 years 35-54 years 55+ years

Stays Based Trip-Dollars Based

DEMOGRAPHICS

29

Racial Distribution: U.S. and Louisiana


80

77

73

80

84

75

75

10

19

22

19

13

23

6

6

3

5

1

1

1

2

1 3

1

1

2

19

3

1

2

2

2

1

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

White Black Asian Native Hawaiian or other Pacific Islander Native American or Alaska Native Other/Mixed

DEMOGRAPHICS

30

Hispanic Origin: U.S. and Louisiana


12

13

13

8

16

8

5

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Hispanic, Latino/Spanish

DEMOGRAPHICS

31

Sexual Orientation: U.S. and Louisiana


3

2

5

1

92

92

88

95

92

98

99

6

5

7

4

6

1

1

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Gay/Lesbian (GLBT) Heterosexual/Straight Other

DEMOGRAPHICS

32

Distribution of Children in Household: U.S. and Louisiana


67

70

65

58

75

72

100

11

7

12

5

1

6

17

19

19

36

19

14

15

13

14

12

16

8

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

No Children 5 years old or younger 6-12 years old 13-17 years old

DEMOGRAPHICS

GLOSSARYSum exceeds 100% due to multiple-children households.

33

Household Income Distribution: U.S. and Louisiana


26

23

23

19

21

27

28

18

22

18

15

28

34

29

15

16

18

23

14

11

7

20

16

21

20

10

15

5

20

23

21

23

27

14

31

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Under $50,000 $50,000 - $74,999 $75,000 - $99,999 $100,000-$149,999 $150,000+

DEMOGRAPHICS

Average

$105,424

34

$108,457

$106,910

$105,205

$112,202

$82,300

$130,319

Lifestage Distribution: U.S. and Louisiana

Chart 14 • Segment: 2019 Stays (%) • Louisiana N = 1,554 household count

15

20

19

13

21

7

25

9

7

12

4

5

17

14

16

12

12

10

9

6

8

8

4

10

12

12

12

13

25

12

3

12

12

9

6

14

18

25

24

25

21

27

27

37

41

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

35

Louisiana Avg. Party per Stay Spending by Lifestage

Chart 15 • Segment: 2017-2019 Stays ($) • Louisiana N = 4,753 household count

416

346

425

459

535 531

303

419

Louisiana Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

36

Louisiana Lifestage Comparison

Chart 16 • Segment: 2017-2019 (%) • Louisiana N = 4,753 household count

17

7

15

6

12 13

25

15

7

17

8

15

9

25

Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature


DEMOGRAPHICS

37

Traveler Generation Distribution: U.S. and Louisiana


31

31

38

18

27

16

27

29

29

31

40

29

21

7

34

34

28

32

34

61

41

6

6

3

10

10

2

25

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

38

Louisiana Avg. Party per Stay Spending by Generation


416

377

515

383

334

Louisiana Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

39

Louisiana Traveler Generation Comparison


28 28

39

5

26

3436

4

Millennials GenXers Boomers Silent/GI


DEMOGRAPHICS

40

LEGEND

Pacific 1.9%

Mountain 2.0%

West North Central 1.0%

West South Central 69.0%

East North Central 4.6%East South Central 11.1%

New England 0.8%Middle Atlantic 1.3%South Atlantic 8.2%

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

MDNJ

VT

NH

MA

DE

RI

HI

LA

MI

GA

TX

Origin Divisions for Travel to Louisiana


TRIP ORIGIN

41

Top Origin States to Louisiana


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

PA

ME

NY

CT

WV

MD

NJ

VT

NH

MA

DE

RI

HI

MI

GA

TX

LEGEND

42.1% Louisiana

23.3% Texas

3.3% Florida

2.9% Alabama

6.2% Mississippi

2.8% Virginia

2.7% Illinois

1.9% Tennessee

42

1.8% Oklahoma

LA

1.8% Arkansas

CA

VA

Top Origin DMAs to Louisiana


TRIP ORIGIN

Total U.S. LouisianaGreater New

OrleansPlantation

CountryCajun

CountrySportsman’s

ParadiseCrossroads

New Orleans, LA 0.6 13.4 13.3 21.5 18.7 1.4 6.3

Baton Rouge, LA 0.3 11.2 13.0 22.5 9.7 1.4 9.7

Houston, TX 1.9 10.9 4.5 14.0 23.9 2.7 5.2

Lafayette, LA 0.2 8.5 5.9 9.8 18.7 1.3 4.5

Monroe, LA-El Dorado, AR 0.2 6.9 0.9 8.9 7.4 23.3 19.0

Dallas-Fort Worth, TX 2.1 5.5 4.2 8.2 0.3 17.5 2.8

Shreveport, LA 0.3 3.5 1.4 0.8 1.0 13.7 27.1

Jackson, MS 0.3 3.0 3.8 1.7 0.7 4.5 19.2

Washington, DC 2.1 2.7 1.0 0.4 0.0 0.1 0.0

Chicago, IL 3.1 2.4 5.0 0.0 0.3 0.3 0.0

Top 10 Sum 11.1 68.0 53.0 87.8 80.7 66.2 93.8

43

Top Origin DMAs to Louisiana (2 Years Combined)

Chart 23 • Segment: 2019-2018 Person-Stays (%) • Louisiana N = 3,117 household count

TRIP ORIGIN


OrleansPlantation

CountryCajun


ParadiseCrossroads

New Orleans, LA 0.6 13.2 15.8 20.4 16.9 1.5 2.8

Baton Rouge, LA 0.3 11.3 11.3 26.7 10.4 2.0 15.4

Houston, TX 1.8 9.8 5.5 11.6 22.9 4.2 6.1

Lafayette, LA 0.2 6.9 4.5 7.0 19.2 0.7 3.6

Shreveport, LA 0.3 5.9 0.9 1.5 1.3 25.7 10.7

Monroe, LA-El Dorado, AR 0.2 5.4 0.7 6.6 5.3 16.9 8.6

Dallas-Fort Worth, TX 2.2 5.1 4.3 5.5 0.4 13.4 1.1

Alexandria, LA 0.1 3.4 3.5 1.2 1.1 1.6 31.5

Jackson, MS 0.3 2.3 3.0 2.0 0.6 2.4 6.5

Mobile, AL-Pensacola, FL 0.4 1.9 4.3 0.3 0.2 0.0 0.1

Top 10 Sum 6.4 65.2 53.8 82.8 78.3 68.4 86.4

44

Louisiana Avg. Party per Stay Spending by Origin DMA


416

830

659

613

526

498

453

435

380

249

220

Louisiana

Chicago, IL

Dallas-Fort Worth, TX

Jackson, MS

Washington, DC

Mobile, AL-Pensacola, FL

Houston, TX

Little Rock-Pine Bluff, AR

Biloxi-Gulfport, MS

Alexandria, LA

New Orleans, LA

TRIP ORIGIN

45

Louisiana Origin DMA Comparison


17

13

9

8

6

4

4

3

2

2

9

5

9

3

8

2

2

2

3

2

New Orleans, LA

Baton Rouge, LA

Houston, TX

Lafayette, LA

Dallas-Fort Worth, TX

Monroe, LA-El Dorado, AR

Shreveport, LA

Alexandria, LA

Jackson, MS

Mobile, AL-Pensacola, FL


TRIP ORIGIN

46

Main Mode of Transportation: U.S. and Louisiana


8

9

17

3

1

1

1

87

88

78

94

98

99

96

5

3

5

2

1

2

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Air Auto Other

TRANSPORTATION

47

Travel Distance by Auto: U.S. and Louisiana

Chart 27 • Segment: 2019 One-way Person-Stays (%) • Louisiana N = 1,554 household count

51

41

40

54

39

45

56

21

25

15

14

47

27

36

9

10

8

16

4

18

4

8

11

19

14

6

3

1

10

12

19

2

4

8

4

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

100 miles or less 101-200 miles 201-300 miles 301-500 miles 501+ miles

TRANSPORTATION

48

Travel Distance by Air: U.S. and Louisiana

Chart 28 • Segment: 2019 One-way Person-Stays (%) • Louisiana N = 1,554 household count

9

4

2

1

33

18

47

26

33

32

72

42

4

2

21

32

31

14

21

8

44

32

34

13

5

69

51

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

300 miles or less 301-700 miles 701-1,000 miles 1,001+ miles

TRANSPORTATION

49

Planning Time Frame: U.S. and Louisiana


34

30

25

36

34

35

55

13

14

6

12

23

20

20

17

19

12

27

24

27

8

14

15

20

13

10

11

5

13

11

18

5

7

5

7

4

3

5

4

1

2

2

5

8

12

3

1

2

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Less than a week 1 week 2-3 weeks 1 month 2-3 months 4-5 months 6+ Months

TRIP TIMING

50

Louisiana Month Trip Started


56 6

8

12

6 6

11

98 8

14

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TRIP TIMING

51

Trip Timing by Quarter: U.S. and Louisiana


19

18

18

18

13

23

41

25

26

26

15

31

35

14

28

26

26

28

25

25

34

27

30

30

39

30

17

11

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

52

Louisiana Avg. Party per Stay Spending by Quarter


416

486

432 445

325

Louisiana First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

53

Louisiana Trip Timing Comparison by Quarter


2226

2428

26 26 2522

First Quarter Second Quarter Third Quarter Fourth Quarter


TRIP TIMING

54

Trip Timing by Season: U.S. and Louisiana


21

26

28

33

14

22

18

23

26

22

20

36

30

35

30

23

28

13

22

27

25

26

25

22

34

28

21

22

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Winter Spring Summer Fall

TRIP TIMING

55

Louisiana Avg. Party per Stay Spending by Season


416 429

453 451

333

Louisiana Winter Spring Summer Fall

TRIP TIMING

56

Louisiana Trip Timing Comparison by Season


26 2623

2528 27

25

20

Winter Spring Summer Fall


TRIP TIMING

57

7

10

14

4

11

5

8

11

6

5

6

8

4

7

9

11

12

4

9

14

17

9

9

11

1

2

6

6

8

6

7

1

3

9

4

24

22

17

41

25

25

5

10

13

17

12

14

6

7

2

3

4

3

1

4

3

4

6

4

9

11

6

1

1

2

2

15

14

9

19

16

20

41

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Group Meeting (Net) Transient Business (Net) Getaway Weekend - overnight General Vacation - overnight Vacation/Getaway - day trip Visit Friends/Relatives

Special Event Convention, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

Purpose of Stay Distribution: U.S. and Louisiana Trip Characteristics


Louisiana Avg. Party per Stay Spending by Purpose of Stay


416

620

376

727

984

218

291

396

888

110

176

232

Louisiana Group Meeting(Net)

Transient Business(Net)

Getaway Weekend -overnight

General Vacation -overnight

Vacation/Getaway -day trip


Special Event Convention, Show,Conference

Medical/ HealthCare

Seminar, Class,Training


TRIP CHARACTERISTICS

59

Louisiana Purpose of Stay Comparison


1411

96 5

23

11

25

1

1418

8

14 15

3

1613

31

8

Group Meeting (Net) Transient Business(Net)

Getaway Weekend -overnight

General Vacation -overnight

Vacation/Getaway -day trip


Special Event Convention, Show,Conference

Medical/ HealthCare

Seminar, Class,Training




60

Travel Party Composition: U.S. and Louisiana


48

44

38

61

52

38

27

30

31

32

23

23

40

68

6

6

8

3

5

3

5

7

7

3

8

7

3

11

12

15

11

11

13

1

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

One Adult Couples MM/FF Three or More Adults Children Present


Children Present

Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household.

MM/FF

Include either two females or two males from different households traveling together.

GLOSSARY

Average

1.79

61

1.84

1.96

1.60

1.74

1.92

1.84

Average Travel Party Size Overview: U.S. and Louisiana

Chart 41 • Segment: 2018-2019 Stays • Louisiana N = 3,117 household count

1.831.94 1.96 1.91

1.64

2.34

1.781.79 1.841.96

1.601.74

1.92 1.84

Total U.S. Louisiana Greater New Orleans Plantation Country Cajun Country Sportsman's Paradise Crossroads

2018 2019


62

Louisiana Avg. Party per Stay Spending by Travel Party Composition


416

309

549

288

544

483

Louisiana One Adult Couples MM/FF Three or More Adults Children Present


63

Louisiana Travel Party Comparison


43

30

96

12

25

36

8

15 16

One Adult Couples MM/FF Three or More Adults Children Present



64

Stay Length Distribution: U.S. and Louisiana


53

50

39

66

65

44

66

18

18

16

15

17

20

4

19

22

26

15

16

30

19

8

9

18

3

1

6

10

2

1

2

1

1

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Day Trips 1 night 2-3 nights 4-7 nights 8+ nights


Average in Days

1.96

65

2.00

2.59

1.42

1.45

1.96

1.92

Average Stay Length Overview (in days): U.S. and Louisiana

Chart 45 • Segment: 2018-2019 Stays • Louisiana N = 3,117 household count

1.97 2.07

2.54

1.75 1.72 1.71 1.60

1.96 2.00

2.59

1.42 1.45

1.96 1.92

Total U.S. Louisiana Greater New Orleans Plantation Country Cajun Country Sportsman's Paradise Crossroads

2018 2019


66

Louisiana Avg. Party per Stay Spending by Stay Length

Chart 46 • Segment: 2017-2019 Leisure Stays ($) • Louisiana N = 4,753 household count

416

336

615

973

1,407

1,496

Louisiana 1 night 2 nights 3 nights 4-7 nights 8+ nights


67

Louisiana Stay Length Comparison


21

15

8 9

1

15

20 19

26

3

1 night 2 nights 3 nights 4-7 nights 8+ nights



68

Daily Spending Per Person by Category: U.S. and Louisiana

Chart 48 • Segment: 2019 Person-Days (%) • Louisiana N = 1,554 household count

29

25

24

26

27

26

13

26

27

26

28

29

28

36

20

19

23

11

13

11

23

12

11

10

20

8

14

12

11

15

14

13

19

18

13

3

3

3

3

4

2

4

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Transportation Food Room Shopping Entertainment Miscellaneous


Average

$131

69

$145

$181

$128

$100

$91

$126

Louisiana Activity Participation

Chart 49 • Segment: 2019 Leisure Stays (%) • Louisiana N = 1,554 household count

Attraction

37%

•Gambling (17%)

•Night Life (15%)

•Zoo/Aquarium (4%)

•Amateur Sports (4%)

•Professional Sports Event (2%)

•Show: Boat, Car, Home (1%)

•Theme/Water Park (1%)

•Historic Sites (17%)

•Touring/Sightseeing (13%)

•Live Music (12%)

•Museum, Art Exhibits, etc. (8%)

•Festival/ Fairs (5%)

•Movies (3%)

•Theater/Dance Perf. (3%)

•Visit Friends/ Relatives (24%)

•Other Personal Celebrations (6%)

•Holiday Celebration (6%)

•Reunion/ Graduation (2%)

•Funeral/ Memorial (2%)

•Wedding (1%)

Libation and Culinary

31%

•Culinary/ Dining Experience (31%)

•Winery/ Distillery/ Brewery (1%)

Nature

15%

•Parks: National/ State (8%)

•Beach/ Waterfront (4%)

•Wildlife Viewing (2%)

•Camping (2%)

Outdoor Sports

5%•Bicycling (1%)

•Fishing (1%)

•Golfing (1%)

•Boating/ Sailing (1%)

•Extreme/Adventure Sports (1%)

•Shopping (19%)

•Medical/ Health/ Doctor Visit (8%)

•Business/Work (5%)

•Other Activities (2%)

•Real Estate: buy/sell (1%)

•Spa (1%)

•Religious/ Faith Based Event (1%)

70

ACTIVITY PARTICIPATION

General

35%

Top Activities at the Destination

Chart 50 • Segment: 2019 Total Stays (%) • Louisiana N = 1,554 household count

Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay



OrleansPlantation

CountryCajun


ParadiseCrossroads

Culinary/Dining Experience 23 31 41 40 20 24 25

Visit Friends/Relatives (general visit) 26 24 26 35 19 25 7

Shopping 20 19 28 24 5 24 3

Historic Sites 9 17 31 3 7 9 38

Gambling (slots, cards, horses, etc.) 5 17 11 4 21 41 18

Nightlife (bar, nightclub, etc.) 8 15 29 8 5 5 14

Touring/Sightseeing 9 13 27 4 2 5 14

Live Music 7 12 24 4 3 9 0

Museums, Art Exhibits, etc. 6 8 17 1 2 1 4

Parks (national/state, etc.) 9 8 15 2 4 6 4

Medical/Health/Doctor Visit 5 8 5 10 13 7 0

Personal Special Event (Anniversary, Birthday) 6 6 8 4 3 5 4

Holiday Celebration (Thanksgiving, July 4th etc.) 5 6 8 11 2 2 6

Festival/Fairs (state, craft, etc.) 5 5 8 7 1 5 10

Business/Work 8 5 7 5 2 3 18

Zoo/Aquarium 3 4 9 3 0 1 16

Beach/Waterfront 10 4 5 0 1 8 15

Amateur Sports (attend/participate) 3 4 3 7 5 1 1

Theater/Dance Performance 3 3 5 1 1 1 1

Movies 4 3 3 4 2 6 3

71


OrleansPlantation

CountryCajun


ParadiseCrossroads

Reunion/Graduation 2 2 5 2 0 1 0

Funeral/Memorial 2 2 1 9 2 2 0

Wildlife Viewing (birds, whales, etc.) 3 2 4 4 1 0 0

Professional Sports Event 2 2 5 2 0 0 0

Camping 2 2 3 2 1 0 0

Boating/Sailing 2 1 3 1 1 0 1

Wedding 1 1 1 1 2 1 2

Religious/Faith Based Conference 2 1 2 2 1 3 1

Real Estate (buy/sell) 1 1 2 3 0 0 0

Show: Boat, Car, Home 3 1 2 0 1 1 0

Fishing 2 1 1 1 1 2 1

Golfing 2 1 1 1 0 5 0

Winery/Distillery/Brewery tours 2 1 1 0 0 2 0

Bicycling 2 1 1 4 0 0 0

Theme/Amusement/Water Parks 3 1 1 4 0 0 0

Extreme/Adventure Sports 1 1 1 0 1 0 0

Spa 1 1 1 0 0 1 0

Other Activity 3 2 2 5 0 0 19

Top Activities at the Destination


Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay


72

Louisiana Top 10 Activity Index

Chart 52 • Segment: 2019 Stays • Louisiana N = 1,554 household count

311

201 200186

168 163146

132 132 131

Gambling (slots, cards,horses, etc.)

Nightlife (bar,nightclub, etc.)

Historic Sites Live Music Zoo/Aquarium Medical/Health/DoctorVisit

Touring/Sightseeing Culinary/DiningExperiences

Museums, Art Exhibits,etc.

Real Estate (buy/sell)


The activity index uses the U.S. to determine the average of 100 and anything above is an activity that travelers in Louisiana 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

73

Louisiana Avg. Party per Stay Spending by Activities


416

1296

1139

10781046

1012 1010975

925896 886


74

Louisiana Avg. Party per Trip Spending by Activities


416

863 855825

770 797

681 661619 611 610


75

Louisiana Activity Comparison

Chart 55 • Segment: 2017-2019 Total (%) • Louisiana N = 4,753 household count

29

23

21

17

13

13

12

11

7

6

6

6

6

46

21

34

22

31

31

32

29

16

3

7

13

13

Culinary/Dining Experience

Visit Friends/Relatives (general visit)

Shopping

Gambling (slots, cards, horses, etc.)

Live Music

Historic Sites

Nightlife (bar, nightclub etc.)

Touring/Sightseeing

Museums, Art Exhibits etc.

Medical/Health/Doctor Visit

Holiday Celebration

Parks (national/state etc.)

Festival/Fairs (state, craft, etc.)



76

Louisiana Activity Comparison

Chart 56 • Segment: 2017-2019 Total (%) • Louisiana N = 4,753 household count

6

6

4

4

3

2

2

2

2

2

2

2

1

10

7

5

6

3

3

4

2

5

5

2

3

2

Personal Celebrations

Business/Work

Movies

Beach/Waterfront

Amateur Sports (attend/participate)

Religious/Faith Based Conference

Theater/Dance Performance

Funeral/Memorial

Professional Sports Event

Show: Boat, Car, Home

Reunion/Graduation

Wildlife Viewing

Fishing



77

Accommodation Type: U.S. and Louisiana

Chart 57 • Segment: 2019 Overnight Person-Stays (%) • Louisiana N = 1,554 household count

52

59

61

57

63

65

80

19

13

21

12

4

3

13

29

27

18

27

34

32

7

4

Total U.S.

Louisiana

Greater New Orleans

Plantation Country

Cajun Country


Crossroads

Hotel Other Paid Non-Hotel Friend/Relative's Home Other Overnight

ACCOMMODATION

78

Louisiana Avg. Party per Stay Spending by Accommodation Type

Chart 58 • Segment: 2017-2019 Overnight Stays ($) • Louisiana N = 4,753 household count

416

840814

390

Louisiana Hotel/Motel Other Paid Non-Hotel Friend/Relative's Home

ACCOMMODATION

79

Louisiana Accommodation Type Comparison

Chart 59 • Segment: 2017-2019 Overnight (%) • Louisiana N = 4,753 household count

61

13

26

70

15 16

Hotel Other Paid Non-Hotel Friend/Relative's Home


ACCOMMODATION

80

Destination Satisfaction

Chart 60 • Segment: 2019 Overnight Person-Stays (%) • Louisiana N = 1,554 household count

81

SATISFACTION


OrleansPlantation

CountryCajun


ParadiseCrossroads

Overall Satisfaction 8.45 8.49 8.44 8.34 8.47 8.52 8.81

Value for the Money 8.19 8.31 8.14 8.32 8.23 8.60 8.95

Friendly Helpful People 8.40 8.42 8.27 8.46 8.56 8.31 8.89

Feeling of Safety 8.45 8.05 7.60 7.95 8.46 8.29 8.91

Likely to Recommend 8.34 8.36 8.27 8.11 8.34 8.52 8.81

Satisfaction and Value ratings may be combined into

a matrix which places each destination in the location

where Satisfaction and Value intersect.

Destinations or segments fall into one of four

quadrants. Those that are in the High Satisfaction,

High Value quadrant have the most loyal visitors.

Those visitors are most likely not only to return, but

they are likely to spend more, as well as provide

invaluable word-of-mouth recommendations. The

graph to the left shows these data for Louisiana and

its segment as well as the US average.

Louisiana Ratings

Chart 61 • Segment: 2018/2019 Person-Stays (%) • Louisiana N = 1,563/1,554 household count

PERFORMANCE RATINGS

Total U.S.

Louisiana

Louisiana

50

55

60

65

70

75

80

85

90

95

100

50 55 60 65 70 75 80 85 90 95 100

Excellent Satisfaction (8-10)

Excell

en

t V

alu

e (

8-1

0)

Data Year:

2018

2019

Total U.S.

Low SatisfactionLow Value

High SatisfactionHigh Value

Low SatisfactionHigh Value

High SatisfactionLow Value

82

83

Appendix

Statistical References

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:

Confidence Interval

Example:

If the car usage finding for Total travel to Louisiana is 10% in 2019 and the sample size is 1,554 using the chart to the right we can say that at the 10% level of confidence the proportion ranges between 8.9% and 11.1%.

84

Total TravelSample Size

for 2019At or near 2% or 98%

At or near 5% or 95%

At or near 10% or 90%

At or near25% or 75%

At or near 50%

U.S. 61,575 0.1% 0.1% 0.2% 0.3% 0.3%

Louisiana 1,554 0.4% 0.8% 1.1% 1.6% 2.1%

Greater New Orleans 1,072 0.5% 0.9% 1.3% 1.9% 2.5%

Plantation Country 146 1.4% 2.5% 3.6% 5.2% 6.8%

Cajun Country 211 1.1% 2.1% 3.0% 4.3% 5.6%

Sportsman's Paradise 192 1.2% 2.2% 3.1% 4.5% 5.9%

Crossroads 43 2.5% 4.6% 6.6% 9.5% 12.5%

DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study

measuring the travel behavior of US residents. DK Shifflet contacts 50,000 distinct

U.S. households monthly and has done so since 1991. DK Shifflet is able to provide

current behavior and long term trended analyses on a wide range of travel.

DK Shifflet data are collected using an online methodology employing

KnowledgePanel®, an address based sample panel offered by Knowledge

Networks. 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 DK Shifflet.

Both traveling and non-traveling households are surveyed each month enabling

DK Shifflet 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. DK Shifflet’s Quality Control Committee conducts bi-monthly meetings to

review survey results and examine methods to maintain and improve quality control.

85

About DK Shifflet

DK Shifflet, an MMGY Global Company, is the leading U.S. consumer travel research firm. DK Shifflet is located in McLean, VA and has, for more than 30 years, provided 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, auto clubs, hotel chains and

more.

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INSIGHTS THAT TAKE YOU PLACES › Assets › Tourism › research... · The majority of Louisiana travelers stay at paid hotels (Mid-Level and High-End), travel for the purpose of