July 2016 - Idaho Commerce · Theme park Special event Touring Skiing/Snowboarding City trip Cruise Resort Other business trip Business-leisure ... Demographic Profile of Idaho Visitors

2015 Regional Visitor Report for Idaho

July 2016

Table of Contents

2

Introduction….....………………………………………………………………………... 3

Methodology….…………………………………………………………………………. 4

Map………………………………….…....……………………..………………………. 5

Origin of Overnight Trips by Region………………………..…………………………. 7

Overnight Trip Characteristics by Region…..……...…….....……………………….. 22

Demographic Profile of Idaho Visitors by Region.…….....…………………………. 92

Introduction

3

Longwoods International began tracking American travelers in 1985, and

has conducted large-scale syndicated visitor research quarterly since

1990.

In 2007, our proprietary Longwoods Travel USA® program was migrated

from mail to online, with the benefits of rapid turnaround, enhanced

flexibility and interactivity, as well as greater respondent involvement.

This report provides an overview of the domestic tourism market for each

of Idaho’s seven travel regions and serves as a companion to the state-

wide report.

Methodology

4

Each quarter, a random cross-section of online sample is sent an e-mail

invitation to participate in the survey. A reminder is e-mailed several days

later to non-responders.

Respondents who visited Idaho were asked to identify which regions they

spent time in with the aid of a visual map.

For the 2014 and 2015 travel years, the following overnight trip sample

was achieved:

Northern region: 369

North Central region: 158*

Central region: 228

Eastern region: 333

Southeastern region: 364

South Central region: 238

Southwestern region: 722

*Caution should be used in interpreting North Central Region data in this report due to low sample size

Analytical Note

5

The results of this report are based on two time frames:

Idaho state norms are reported for the 2015 travel year.

To maximize statistical reliability, regional data are based on

two years’ combined sample from 2014 and 2015 unless

otherwise indicated.

Map

6

Northern Region

8

Main Purpose of Trip – Northern Region

45

12

9

8

7

4

3

2

1

1

5

3

0 15 30 45

Visiting friends/relativesOutdoors

CasinoTheme park

Special eventTouring

Skiing/SnowboardingCity tripCruiseResort

Other business trip

Business-leisure

Percent

Marketable

Trips

47%

Base: Total Overnight Person-Trips to the Northern Region

State Origin Of Overnight Trips — Northern Region

9

Base: Total Overnight Person-Trips the Northern Region

35

27

9

9

5

3

2

2

2

0 10 20 30 40

Washington

Idaho

Montana

California

Oregon

Texas

Arizona

Colorado

Florida

Percent

DMA Origin Of Overnight Trip — Northern Region

10

35

12

5

5

5

4

3

3

2

2

0 10 20 30 40

Spokane, ID/WA

Seattle-Tacoma, WA

Boise, ID

Portland, OR

Missoula, MT

Idaho Falls-Pocatello, ID

San Francisco-Oakland-San Jose, CA

Yakima, WA

Helena, MT

Butte, MT

Percent


Overnight Trip Characteristics –

Northern Region

Satisfaction with Trip* % Very Satisfied – Northern

12

73

56

55

53

52

47

31

0 20 40 60 80

Overall Trip Experience

Friendliness of people

Quality of accommodations

Quality of food

Sightseeing and attractions

Value for money

Music/nightlife/entertainment

Percent Very Satisfied


*New in 2015, data is from 2015 only

Past Visitation*

13

80

67

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — Northern Region

14

2

12

13

15

37

21

0 10 20 30 40

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

Percent



Trip Planning Information Sources* — Northern

15

18

12

12

9

8

5

3

3

3

3

0 5 10 15 20

Advice from relatives or friends

A hotel or resort

Online travel agencies

Destination websites

Social Media

Airline

Travel company websites

Travel Agent/Company

Visitors' bureau/govt tourism office

Travel guide/other books

Percent



Method of Booking Trip* — Northern Region

16

14

10

8

7

5

4

4

3

3

0 5 10 15

Hotel or resort



Airline/commercial carrier



800/888 number

Newspaper articles/ad


Percent



Total Nights Away on Trip

17

29

23

27

7

10

5

0 5 10 15 20 25 30

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average Northern

= 3.8 Nights


Number of Nights Spent in Each Region

18

32

25

27

6

10

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average Northern

= 3.5 Nights


Size of Travel Party

19

2.3

2.4

0.8

1.0

0 1 2 3 4

Northern

Idaho

Average No. of People

Adults Children

Total = 3.1

Base: Total Overnight Person-Trips to Idaho

Total = 3.4

Transportation — Personal Vehicles

20

80

11

6

2

2

0 10 20 30 40 50 60 70 80 90 100

Own car/truck

Rental car

Camper, R.V

Motorcycle

Bicycle

Percent


Transportation — Commercial Vehicles

21

14

5

5

3

1

1

0 5 10 15

Plane

Bus

Train

Taxi

Online Taxi Service*

Ship/Boat

Percent

*Category added in 2015, data is from 2015 only


Accommodation — Northern Region

22

45

31

12

5

4

3

3

3

3

1

0 10 20 30 40 50

Hotel/Motel

Friends/relatives' dwelling (not paid for)

Campground/trailer park/RV park

Bed & Breakfast

Own home/condo/apt/second home

Country Inn/Lodge

Time share

Rented home/condo/apartment

Rented cottage/cabin

Boat/cruise ship

Percent


Activities and Experiences — Northern Region

23

23

20

17

14

13

12

12

11

11

8

7

7

5

5

5

0 5 10 15 20 25

ShoppingSwimming

Hiking/BackpackingCamping

CasinoBeach

Theme ParkFishing

National/State ParkFine Dining

BikingBoating/sailing

Landmark/Historic SiteBar/Disco

Spa

Percent


Activities and Experiences — Northern Region (Cont’d)

24

5

4

4

4

4

4

4

3

3

3

3

3

2

2

2

0 5 10 15 20 25

SkiingBrewery

Art galleryFair/Exhibition/Festival

HuntingRodeo

TheaterMountain Climbing

BirdingBusiness Meeting

GolfWatch/Particpate in Kids Sports Event

Conference/ConventionDanceTennis

Percent


Activities and Experiences — Northern Region (Cont’d)

25

2

2

2

1

1

1

1

1

1

1

1

0 5 10 15 20 25

Zoo

Watch Amateur/Youth Sports

Rock/Pop Concert

Dude Ranch

Participate in Adult Sports Event

Rafting

Winery

Pro/College Sports

Glamping*

Motorcycle Touring

Participate in Amateur/Youth Sports

Percent



Activities of Special Interest - Northern Region

26

28

14

13

7

7

5

5

5

5

1

1

0 10 20 30

Family Reunion*

Historic places

Cultural activities/attractions

Traveling with grandchildren

Exceptional culinary experiences

Winery tours/Wine tasting

Brewery tours/Beer tasting*

Wedding*

Eco-Tourism

Religious Travel*

Medical Tourism*

Percent



Demographic Profile of Idaho Visitors – Northern Region

Gender — Northern Region

28

44

56

48

52

0 20 40 60

Male

Female

Percent

Northern Idaho


Age — Northern Region

29

17

40

33

10

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

Northern Idaho

Average Age

Northern

= 42

Average Age

Idaho

= 43


Household Size — Northern Region

30

18

36

18

15

13

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Northern Idaho


Household Income — Northern Region

31

4

9

12

19

56

4

12

14

22

48

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

Northern Idaho


Marital Status — Northern Region

32

62

25

13

68

20

12

0 10 20 30 40 50 60 70

Married/With partner

Never married

Divorced/Widowed/ Separated

Percent

Northern Idaho


Children in Household — Northern Region

33

52

22

26

20

48

21

28

26

0 20 40 60

No children under 18

Any child between 13-17


Any child under 6

Percent

Northern Idaho


Education — Northern Region

34

14

37

27

21

1

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Northern Idaho


Employment — Northern Region

35

43

10

47

45

11

44

0 10 20 30 40 50

Full time/ self-employed

Part time

Not employed/retired/ other

Percent

Nothern Idaho


Race — Northern Region

36

90

3

7

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

Northern Idaho


Hispanic Background — Northern Region

37

96

4

92

8

0 20 40 60 80 100

No

Yes

Percent

Northern Idaho


North Central Region

39

Main Purpose of Trip – North Central Region

54

14

9

6

4

2

2

1

1

1

3

3

0 10 20 30 40 50 60


Special eventTouring

Theme parkCity tripCasinoCruise

Skiing/SnowboardingGolf Trip

Other business trip

Business-leisure

Percent

Marketable

Trips

40%

Base: Total Overnight Person-Trips to the North Central Region

State Origin Of Overnight Trip — North Central

40

Base: Total Overnight Person-Trips to North Central Region

34

17

16

8

4

4

3

2

0 10 20 30 40

Idaho

Washington

Oregon

California

Montana

Florida

Colorado

New York

Percent

DMA Origin Of Overnight Trip — North Central

41

19

13

9

7

6

4

3

3

3

2

2

2

2

2

0 5 10 15 20

Spokane, ID/WA

Boise, ID

Portland, OR

Seattle-Tacoma, WA


Yakima, WA

Eugene, OR

Los Angeles, CA

Sacramento-Stockton-Modesto, CA

Salt Lake City, ID/UT

New York, NY/NJ/PA/CT

Jacksonville, FL/GA

Billings, MT

Twin Falls, ID

Percent



North Central Region

Satisfaction with Trip* % Very Satisfied – North Central

43

59

51

51

50

45

35

22

0 10 20 30 40 50 60


Quality of food



Value for money






Past Visitation*

44

73

72

0 25 50 75

Ever

Past Year

Percent



Length of Trip Planning* — North Central

45

0

27

10

19

35

9

0 10 20 30 40


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — North Central

46

17

15

15

10

10

9

8

7

7

6

6

5

4

4

3

0 5 10 15 20



A hotel or resort

Airline





Social Media

800/888 number

Magazine articles/ad

Auto club/AAA

TV program/ad

Travel/ski show or exhibition


Percent



Method of Booking Trip* — North Central

47

26

15

8

8

8

7

6

6

6

4

4

3

3

0 5 10 15 20 25 30

Hotel or resort



Visitors' bureau/gov tourism office


Travel agent/company




Auto club/AAA

800/888 number


TV program/ad

Percent




48

19

23

32

14

8

5

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average North Central

= 4.1 Nights



49

29

21

29

11

10

0 5 10 15 20 25 30

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average North Central

= 3.6 Nights



50

2.2

2.4

0.7

1.0

0 1 2 3 4

North Central

Idaho


Adults Children

Total = 2.9


Total = 3.4


51

76

16

7

2

0 20 40 60 80

Own car/truck

Rental car

Camper, R.V

Motorcycle

Percent



52

19

8

4

4

3

0 5 10 15 20

Plane


Taxi

Bus

Train

Percent



Accommodation — North Central

53

46

35

16

8

4

4

1

1

1

0 10 20 30 40 50

Hotel/Motel



Bed & Breakfast

Country Inn/Lodge




Time share

Percent


Activities and Experiences — North Central

54

30

22

20

17

17

14

13

12

12

12

9

7

7

6

6

0 10 20 30

ShoppingFishing

SwimmingCamping

National/State ParkLandmark/Historic Site

Hiking/BackpackingBar/Disco

CasinoFine Dining

Fair/Exhibition/FestivalMountain Climbing

TheaterBeach

Theme Park

Percent


Activities and Experiences — North Central (Cont’d)

55

6

6

5

5

5

4

4

4

4

4

3

3

3

3

3

0 10 20 30

WineryWatch/Particpate in Kids Sports Event

Boating/sailingRodeo

Watch Amateur/Youth SportsParticipate in Amateur/Youth Sports

Business MeetingHunting

SymphonyParticipate in Adult Sports Event

Glamping*Biking

BreweryDance

Rafting

Percent



Activities and Experiences — North Central (Cont’d)

56

3

3

2

2

2

2

2

2

1

1

1

1

1

1

0 10 20 30

SpaZoo

Art galleryMotorcycle Touring

Conference/ConventionSkiing

TennisTrade Show

Pro/College SportsBirding

Dude RanchGolf

OperaRock/Pop Concert

Percent


Activities of Special Interest - North Central

57

41

34

22

12

10

10

8

7

6

5

4

0 10 20 30 40 50

Family Reunion*

Historic places





Eco-Tourism


Wedding*

Religious Travel*

Medical Tourism*

Percent



Demographic Profile of Idaho Visitors – North Central Region

Gender — North Central

59

52

48

48

52

0 20 40 60

Male

Female

Percent

North Central Idaho


Age — North Central

60

20

35

22

23

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

North Central Idaho

Average Age

North Central

= 44

Average Age

Idaho

= 43


Household Size — North Central

61

23

36

16

14

11

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

North Central Idaho


Household Income — North Central

62

7

8

13

21

51

4

12

14

22

48

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

North Central Idaho


Marital Status — North Central

63

56

31

13

68

20

12

0 10 20 30 40 50 60 70


Never married


Percent

North Central Idaho


Children in Household — North Central

64

63

14

24

19

48

21

28

26

0 10 20 30 40 50 60 70




Any child under 6

Percent

North Central Idaho


Education — North Central

65

10

34

30

23

3

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

North Central Idaho


Employment — North Central

66

36

22

42

45

11

44

0 10 20 30 40 50


Part time


Percent

North Central Idaho


Race — North Central

67

84

4

12

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

North Central Idaho


Hispanic Background — North Central

68

93

7

92

8

0 20 40 60 80 100

No

Yes

Percent

North Central Idaho


Central Region

70

Main Purpose of Trip – Central Region

28

29

10

6

6

5

4

1

1

1

1

1

5

2

0 10 20 30


TouringSkiing/Snowboarding

Special eventResort

City tripCruiseCasino

Golf TripTheme park

Conference/ConventionOther business trip

Business-leisure

Percent

Marketable

Trips

64%

Base: Total Overnight Person-Trips to the Central Region

State Origin Of Overnight Trip — Central

71


40

11

7

5

5

4

4

3

2

2

2

2

2

2

0 10 20 30 40 50

Idaho

California

Washington

Florida

Utah

Oregon

Illinois

Colorado

Montana

Texas

Nevada

Virginia

Connecticut

Michigan

Percent

DMA Origin Of Overnight Trip — Central

72

29

7

6

5

5

4

4

4

3

3

0 5 10 15 20 25 30

Boise, ID


Seattle-Tacoma, WA

Los Angeles, CA


Chicago, IL

Spokane, ID/WA

Washington, DC

Twin Falls, ID

Portland, OR

Percent



Central Region

Satisfaction with Trip* % Very Satisfied – Central

74

72

63

63

62

50

50

38

0 10 20 30 40 50 60 70 80





Quality of food

Value for money





Past Visitation*

75

82

72

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — Central

76

3

15

12

15

43

12

0 10 20 30 40 50


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — Central

77

26

12

12

11

10

9

6

5

5

5

5

4

4

4

3

3

0 5 10 15 20 25 30


A hotel or resort

Airline






Auto club/AAA

Social Media

800/888 number

Travel/ski show or exhibition

Lodging sharing websites




Percent



Method of Booking Trip* — Central

78

15

14

12

10

7

6

6

4

3

3

3

3

3

0 5 10 15

Hotel or resort










800/888 number

TV program/ad

Radio show/ad

Percent




79

10

26

35

12

9

7

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average Central

= 4.4 Nights



80

17

28

30

10

16

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average Central

= 4.1 Nights



81

2.6

2.4

0.9

1.0

0 1 2 3 4

Central

Idaho


Adults Children

Total = 3.5


Total = 3.4


82

71

17

12

2

2

0 10 20 30 40 50 60 70 80

Own car/truck

Rental car

Camper, R.V

Motorcycle

Bicycle

Percent



83

22

8

7

6

5

1

0 5 10 15 20 25

Plane

Taxi

Bus

Train


Ship/Boat

Percent



Accommodation — Central

84

44

22

18

9

8

7

5

4

3

0 10 20 30 40 50

Hotel/Motel




Country Inn/Lodge


Time share

Bed & Breakfast


Percent


Activities and Experiences — Central

85

31

25

21

20

20

14

14

12

10

9

9

8

8

8

7

0 10 20 30 40

Hiking/BackpackingCampingShopping

Fine DiningFishing

National/State ParkSwimming

Landmark/Historic SiteBrewery

SkiingSpa

BeachBoating/sailing

Business MeetingBiking

Percent


Activities and Experiences — Central (Cont’d)

86

6

6

6

6

5

5

5

5

4

4

4

4

4

4

3

0 10 20 30 40

Art galleryBar/Disco

Fair/Exhibition/FestivalRaftingBirding

GolfHunting

Mountain ClimbingSymphony

CasinoDance

TheaterRodeo

Trade ShowGlamping*

Percent



Activities and Experiences — Central (Cont’d)

87

3

3

3

3

2

2

2

2

2

2

1

1

1

1

0 10 20 30 40

Motorcycle TouringTennisWinery

Watch/Particpate in Kids Sports EventZoo

Conference/ConventionParticipate in Amateur/Youth Sports

Watch Amateur/Youth SportsParticipate in Adult Sports Event

Theme ParkOpera

Rock/Pop ConcertDude Ranch

Pro/College Sports

Percent


Activities of Special Interest - Central

88

26

21

17

15

11

9

7

6

6

3

3

0 10 20 30

Historic places


Family Reunion*



Eco-Tourism

Wedding*


Religious Travel*

Medical Tourism*


Percent



Demographic Profile Of Idaho Visitors

– Central Region

Gender — Central

90

56

44

48

52

0 20 40 60

Male

Female

Percent

Central Idaho


Age — Central

91

12

40

24

24

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

Central Idaho

Average Age

Central

= 46

Average Age

Idaho

= 43


Household Size — Central

92

18

39

14

13

16

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Central Idaho


Household Income — Central

93

7

13

15

23

42

4

12

14

22

48

0 10 20 30 40 50

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

Central Idaho


Marital Status — Central

94

71

19

10

68

20

12

0 20 40 60 80


Never married


Percent

Central Idaho


Children in Household — Central

95

58

17

20

24

48

21

28

26

0 20 40 60




Any child under 6

Percent

Central Idaho


Education — Central

96

21

50

16

12

1

16

41

27

15

1

0 20 40 60

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Central Idaho


Employment — Central

97

50

11

39

45

11

44

0 20 40 60


Part time


Percent

Central Idaho


Race — Central

98

85

4

11

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

Central Idaho


Hispanic Background — Central

99

93

7

92

8

0 20 40 60 80 100

No

Yes

Percent

Central Idaho


Eastern Region

101

Main Purpose of Trip – Eastern Region

52

14

8

4

2

2

1

1

1

1

1

1

9

3

0 10 20 30 40 50 60


Special eventTouringCity tripResortCruiseCasino

Theme parkSkiing/Snowboarding

Golf Trip


Business-leisure

Percent

Marketable

Trips

35%

Base: Total Overnight Person-Trips to the Eastern Region

State Origin Of Overnight Trip — Eastern

102


35

23

9

4

3

3

3

3

3

2

2

2

0 10 20 30 40

Idaho

Utah

California

Illinois

Colorado

Oregon

Arizona

Washington

Florida

Montana

Texas

Nevada

Percent

DMA Origin Of Overnight Trip — Eastern

103

22

21

12

3

3

3

3

2

2

2

2

0 5 10 15 20 25



Boise, ID

Portland, OR

Chicago, IL

Denver, CO


Seattle-Tacoma, WA

Phoenix, AZ

Los Angeles, CA

Miami-Ft. Lauderdale, FL

Percent


Overnight Trip Characteristics by Region

Satisfaction with Trip* % Very Satisfied — Eastern

105

66

63

62

51

42

42

25

0 10 20 30 40 50 60 70




Quality of food

Value for money






Past Visitation*

106

85

77

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — Eastern

107

0

5

13

14

53

15

0 10 20 30 40 50 60


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — Eastern

108

22

11

11

11

8

7

6

3

3

3

3

3

0 5 10 15 20 25


A hotel or resort


Social Media


Airline


Auto club/AAA




TV program/ad

Percent



Method of Booking Trip* – Eastern

109

12

10

10

8

5

4

3

3

0 5 10 15

Hotel or resort





800/888 number



Percent




110

19

26

30

7

12

7

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average Eastern

= 4.6 Nights



111

22

28

30

7

14

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average Eastern

= 4.0 Nights



112

2.0

2.4

1.0

1.0

0 1 2 3 4

Eastern

Idaho


Adults Children

Total = 3.0


Total = 3.4


113

79

11

8

2

0 10 20 30 40 50 60 70 80

Own car/truck

Rental car

Camper, R.V

Motorcycle

Percent



114

14

6

3

3

<1

1

0 5 10 15

Plane

Bus

Taxi


Train

Ship/Boat

Percent



Accommodation — Eastern

115

39

32

13

7

5

4

4

3

1

1

0 10 20 30 40


Hotel/Motel




Bed & Breakfast

Country Inn/Lodge

Time share


Boat/cruise ship

Percent


Activities and Experiences — Eastern

116

31

16

16

16

14

14

12

8

7

7

6

5

5

4

4

0 10 20 30 40

ShoppingNational/State ParkHiking/Backpacking

FishingLandmark/Historic Site

SwimmingCamping

Fine DiningZoo

Business MeetingBiking

Mountain ClimbingTheater

BeachBar/Disco

Percent


Activities and Experiences — Eastern (Cont’d)

117

4

4

4

3

3

3

3

3

3

2

2

2

2

2

2

0 10 20 30 40

CasinoHunting

Watch Amateur/Youth SportsArt gallery

DanceTheme Park

Watch/Particpate in Kids Sports EventBrewery

Fair/Exhibition/FestivalParticipate in Adult Sports Event

Boating/sailingRaftingSkiing

GolfRodeo

Percent


Activities and Experiences — Eastern (Cont’d)

118

2

2

2

1

1

1

1

1

1

1

1

0 10 20 30 40

Spa

Glamping*

Pro/College Sports

Conference/Convention

Rock/Pop Concert


Winery

Birding

Dude Ranch

Motorcycle Touring

Symphony

Percent



Activities of Special Interest - Eastern

119

31

23

14

8

5

5

5

3

3

3

1

0 10 20 30 40

Family Reunion*

Historic places


Wedding*




Eco-Tourism


Religious Travel*

Medical Tourism*

Percent



Demographic Profile of Idaho Visitors – Eastern Region

Gender — Eastern

121

48

52

48

52

0 20 40 60

Male

Female

Percent

Eastern Idaho


Age — Eastern

122

17

46

26

11

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

Eastern Idaho

Average Age

Eastern

= 41

Average Age

Idaho

= 43


Household Size— Eastern

123

17

27

25

13

18

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Eastern Idaho


Household Income — Eastern

124

4

11

17

23

45

4

12

14

22

48

0 10 20 30 40 50

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

Eastern Idaho


Marital Status — Eastern

125

72

18

10

68

20

12

0 20 40 60 80


Never married


Percent

Eastern Idaho


Children in Household — Eastern

126

43

21

25

32

48

21

28

26

0 10 20 30 40 50




Any child under 6

Percent

Eastern Idaho


Education — Eastern

127

14

46

23

15

2

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Eastern Idaho


Employment — Eastern

128

44

8

48

45

11

44

0 10 20 30 40 50


Part time


Percent

Eastern Idaho


Race — Eastern

129

88

3

9

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

Eastern Idaho


Hispanic Background — Eastern

130

88

12

92

8

0 20 40 60 80 100

No

Yes

Percent

Eastern Idaho

Base: Total Overnight Person-Trips to Eastern

Southeastern Region

132

Main Purpose of Trip – Southeastern Region

50

15

5

4

2

1

1

1

1

1

1

2

10

6

0 10 20 30 40 50


TouringSpecial event

Skiing/SnowboardingCasino

Theme parkCity tripResort

Golf TripCruise


Business-leisure

Percent

Marketable

Trips

32%

Base: Total Overnight Person-Trips to the Southeastern Region

State Origin Of Overnight Trip — Southeastern

133


38

25

7

5

3

3

3

2

0 10 20 30 40

Idaho

Utah

Washington

California

Montana

Oregon

Colorado

Arizona

Percent

DMA Origin Of Overnight Trip - Southeastern

134

27

15

15

4

4

3

3

2

2

2

2

0 10 20 30



Boise, ID

Spokane, ID/WA

Twin Falls, ID

Portland, OR

Seattle-Tacoma, WA

Denver, CO

Los Angeles, CA

Phoenix, AZ

San Diego, CA

Percent



Southeastern Region

Satisfaction with Trip* % Very Satisfied — Southeastern

136

61

60

53

51

48

39

29

0 10 20 30 40 50 60 70




Value for money

Quality of food






Past Visitation*

137

83

77

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — Southeastern

138

3

10

6

13

42

26

0 10 20 30 40 50


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — Southeastern

139

17

10

8

8

7

3

3

3

0 5 10 15 20



Social Media

A hotel or resort





Percent



Method of Booking Trip* — Southeastern

140

13

11

9

5

3

3

0 5 10 15


Hotel or resort





Percent




141

26

27

24

7

11

6

0 10 20 30

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average Southeastern

= 4.2 Nights



142

29

29

21

7

14

0 5 10 15 20 25 30

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average Southeastern

= 3.7 Nights



143

2.3

2.4

1.2

1.0

0 1 2 3 4

Southeastern

Idaho


Adults Children

Total = 3.5


Total = 3.4


144

84

10

7

3

1

0 10 20 30 40 50 60 70 80 90 100

Own car/truck

Rental car

Camper, R.V

Motorcycle

Bicycle

Percent



145

12

6

3

2

2

0 5 10 15

Plane

Bus


Taxi

Train

Percent



Accommodation — Southeastern

146

39

33

12

4

4

4

3

3

1

0 10 20 30 40

Hotel/Motel



Bed & Breakfast

Country Inn/Lodge




Time share

Percent


Activities and Experiences — Southeastern

147

24

18

17

16

15

14

11

9

7

7

6

6

5

5

5

0 5 10 15 20 25

ShoppingSwimming

CampingHiking/Backpacking

FishingLandmark/Historic Site

National/State ParkFine Dining

BikingBusiness Meeting

Boating/sailingZoo

BeachTheme Park

Bar/Disco

Percent


Activities and Experiences — Southeastern (Cont’d)

148

5

5

5

4

4

3

3

3

3

3

3

3

2

2

2

0 5 10 15 20 25

CasinoHuntingTheater

Mountain ClimbingSpa

Conference/ConventionFair/Exhibition/Festival

BrewerySkiingDance

RaftingRodeo

Art galleryWinery

Watch Amateur/Youth Sports

Percent


Activities and Experiences — Southeastern (Cont’d)

149

2

1

1

1

1

1

1

1

1

1

1

1

1

1

0 5 10 15 20 25

Rock/Pop Concert

Motorcycle Touring

Pro/College Sports

Birding

Watch/Particpate in Kids Sports Event

Glamping*

Golf

Tennis

Trade Show

Dude Ranch

Opera

Symphony



Percent



Activities of Special Interest - Southeastern

150

33

22

12

6

6

4

4

3

3

3

1

0 10 20 30 40

Family Reunion*

Historic places





Wedding*


Religious Travel*

Eco-Tourism

Medical Tourism*

Percent



Demographic Profile of Idaho Visitors

–Southeastern Region

Gender — Southeastern

152

42

58

48

52

0 20 40 60

Male

Female

Percent

Southeastern Idaho


Age — Southeastern

153

19

47

25

9

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

Southeastern Idaho

Average Age

Southeastern

= 40

Average Age

Idaho

= 43


Household Size — Southeastern

154

16

24

17

22

21

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Southeastern Idaho


Household Income — Southeastern

155

1

6

14

18

61

4

12

14

22

48

0 10 20 30 40 50 60 70

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

Southeastern Idaho


Marital Status — Southeastern

156

65

17

18

68

20

12

0 10 20 30 40 50 60 70


Never married


Percent

Southeastern Idaho


Children in Household — Southeastern

157

40

23

30

32

48

21

28

26

0 10 20 30 40 50




Any child under 6

Percent

Southeastern Idaho


Education — Southeastern

158

10

40

30

18

2

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Southeastern Idaho


Employment — Southeastern

159

44

12

44

45

11

44

0 10 20 30 40 50


Part time


Percent

Southeastern Idaho


Race — Southeastern

160

90

2

8

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

Southeastern Idaho


Hispanic Background — Southeastern

161

93

7

92

8

0 20 40 60 80 100

No

Yes

Percent

Southeastern Idaho


South Central Region

163

Main Purpose of Trip – South Central Region

61

10

6

3

3

1

1

1

1

3

7

3

0 10 20 30 40 50 60 70


TouringCity trip

Special eventCruiseCasino

Theme parkGolf Trip


Business-leisure

Percent

Marketable

Trips

26%

Base: Total Overnight Person-Trips to the South Central Region

State Origin Of Overnight Trip — South Central

164


42

15

7

6

6

6

3

2

2

2

0 10 20 30 40 50

Idaho

Utah

California

Oregon

Washington

Nevada

Colorado

Montana

Texas

Oklahoma

Percent

DMA Origin Of Overnight Trip - South Central

165

24

16

9

7

5

4

3

3

3

2

2

2

2

0 10 20 30

Boise, ID



Portland, OR

Spokane, ID/WA

Twin Falls, ID

Seattle-Tacoma, WA

Los Angeles, CA

Las Vegas, NV

Denver, CO

Fresno-Visalia, CA

San Diego, CA

Reno, NV

Percent


Overnight Trip Characteristics

– South Central Region

Satisfaction with Trip* % Very Satisfied — South Central

167

64

53

44

39

39

37

22

0 10 20 30 40 50 60 70




Quality of food

Value for money






Past Visitation*

168

82

67

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — South Central

169

0

5

12

13

46

24

0 10 20 30 40 50


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — South Central

170

17

15

13

8

7

6

5

4

4

3

0 5 10 15 20


A hotel or resort



Auto club/AAA


Airline

Social Media



Percent



Method of Booking Trip* — South Central

171

14

12

6

4

3

3

3

3

3

0 5 10 15


Hotel or resort




Auto club/AAA




Percent




172

25

26

31

6

8

4

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average South Central

= 3.7 Nights



173

30

26

28

5

11

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average South Central

= 3.4 Nights



174

2.3

2.4

1.2

1.0

0 1 2 3 4

South Central

Idaho


Adults Children


Total = 3.4

Total = 3.5


175

84

12

4

2

<1

0 10 20 30 40 50 60 70 80 90 100

Own car/truck

Rental car

Camper, R.V

Motorcycle

Bicycle

Percent



176

10

4

4

2

2

0 2 4 6 8 10

Plane

Taxi

Bus


Train

Percent



Accommodation — South Central

177

44

41

9

3

2

2

1

0

0

0 10 20 30 40 50

Hotel/Motel



Bed & Breakfast

Country Inn/Lodge



Time share


Percent


Activities and Experiences — South Central

178

31

18

14

13

13

11

10

9

9

7

6

5

5

5

5

0 10 20 30 40

ShoppingLandmark/Historic Site

SwimmingNational/State Park

CampingHiking/Backpacking

Fine DiningFishingCasino

Bar/DiscoFair/Exhibition/Festival

TheaterBusiness Meeting

DanceHunting

Percent


Activities and Experiences — South Central (Cont’d)

179

4

4

4

4

3

3

3

3

3

3

3

2

2

2

2

2

0 10 20 30 40

BreweryConference/Convention

ZooWatch/Particpate in Kids Sports Event

BeachMountain Climbing

SkiingWinery

GolfParticipate in Amateur/Youth Sports

Watch Amateur/Youth SportsGlamping*Art gallery

RaftingTheme Park

Boating/sailing

Percent



Activities and Experiences — South Central (Cont’d)

180

2

2

2

1

1

1

1

1

0 10 20 30 40

Boating/sailing

Spa

Tennis

Biking

Motorcycle Touring

Pro/College Sports

Dude Ranch

Rodeo

Percent


Activities of Special Interest - South Central

181

36

27

12

10

8

4

3

2

2

2

0

0 10 20 30 40

Family Reunion*

Historic places



Wedding*


Religious Travel*


Eco-Tourism


Medical Tourism*

Percent



Demographic Profile of Idaho Visitors – South Central Region

Gender — South Central

183

47

53

48

52

0 20 40 60

Male

Female

Percent

South Central Idaho


Age — South Central

184

14

42

37

7

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

South Central Idaho

Average Age

South Central

= 43

Average Age

Idaho

= 43


Household Size — South Central

185

10

28

17

17

28

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

South Central Idaho


Household Income — South Central

186

2

6

12

26

54

4

12

14

22

48

0 20 40 60

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

South Central Idaho


Marital Status — South Central

187

73

15

12

68

20

12

0 20 40 60 80


Never married


Percent

South Central Idaho


Children in Household — South Central

188

42

16

27

35

48

21

28

26

0 10 20 30 40 50




Any child under 6

Percent

South Central Idaho


Education — South Central

189

15

43

28

12

2

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

South Central Idaho


Employment — South Central

190

47

9

44

45

11

44

0 10 20 30 40 50


Part time


Percent

South Central Idaho


Race — South Central

191

91

0

9

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

South Central Idaho


Hispanic Background — South Central

192

90

10

92

8

0 20 40 60 80 100

No

Yes

Percent

South Central Idaho


Southwestern Region

194

Main Purpose of Trip – Southwestern Region

50

13

8

6

2

1

1

1

1

3

10

4

0 10 20 30 40 50


Special eventTouringCity trip

Golf TripTheme park

ResortCasino


Business-leisure

Percent

Marketable

Trips

33%

Base: Total Overnight Person-Trips to the Southwestern Region

State Origin Of Overnight Trip — Southwestern

195


46

9

9

8

8

2

2

2

0 10 20 30 40 50

Idaho

Utah

Washington

Oregon

California

Montana

Nevada

Florida

Percent

DMA Origin Of Overnight Trip - Southwestern

196

28

10

9

8

6

6

5

3

2

2

2

2

0 10 20 30

Boise, ID



Portland, OR

Twin Falls, ID

Spokane, ID/WA

Seattle-Tacoma, WA

Los Angeles, CA

New York, NY

Sacramento-Stockton-Modesto, CA

Missoula, MT


Percent


Overnight Trip Characteristics

– Southwestern Region

Satisfaction with Trip* % Very Satisfied — Southwestern

198

61

57

54

50

47

43

27

0 10 20 30 40 50 60 70




Quality of food

Value for money






Past Visitation*

199

82

74

0 20 40 60 80 100

Ever

Past Year

Percent



Length of Trip Planning* — Southwestern

200

4

14

15

15

40

12

0 10 20 30 40 50


6-12 months

3-5 months

2 months

1 month or less


Percent



Trip Planning Information Sources* — Southwestern

201

24

16

12

11

9

7

7

4

3

3

3

0 5 10 15 20 25



Airline

A hotel or resort

Social Media



Auto club/AAA




Percent



Method of Booking Trip* — Southwestern

202

14

12

11

10

7

4

3

0 5 10 15


Hotel or resort






Percent




203

20

31

28

8

8

5

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Average Southwestern

= 4.1 Nights



204

23

30

27

9

11

0 5 10 15 20 25 30 35

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Average Southwestern

= 3.8 Nights



205

2.2

2.4

1.0

1.0

0 1 2 3 4

Southwestern

Idaho


Adults Children


Total = 3.4

Total = 3.2


206

76

12

4

3

1

0 10 20 30 40 50 60 70 80 90 100

Own car/truck

Rental car

Camper, R.V

Bicycle

Motorcycle

Percent



207

19

5

4

1

<1

0 5 10 15 20

Plane

Taxi

Bus

Train


Percent



Accommodation — Southwestern

208

43

33

9

4

4

3

2

2

2

0

0 10 20 30 40 50

Hotel/Motel



Bed & Breakfast




Country Inn/Lodge

Time share

Boat/cruise ship

Percent


Activities and Experiences — Southwestern

209

31

16

13

12

12

11

11

10

7

6

6

6

6

6

5

0 10 20 30 40

ShoppingFine DiningSwimming

Hiking/BackpackingNational/State Park

CampingFishing

Landmark/Historic SiteBusiness Meeting

Bar/DiscoBrewery

ZooFair/Exhibition/Festival

BikingTheater

Percent


Activities and Experiences — Southwestern (Cont’d)

210

4

4

4

4

3

3

3

3

3

2

2

2

2

2

2

0 10 20 30 40

BeachWatch/Particpate in Kids Sports Event

Watch Amateur/Youth SportsArt gallery

Conference/ConventionRafting

GolfTheme Park

Boating/sailingCasino

Mountain ClimbingPro/College Sports

HuntingSkiingDance

Percent


Activities and Experiences — Southwestern (Cont’d)

211

2

2

2

2

1

1

1

1

1

0 10 20 30 40

Rock/Pop Concert

Spa

Winery


Rodeo

Trade Show

Birding


Tennis

Percent


Activities of Special Interest - Southwestern

212

31

21

14

9

7

6

4

4

4

2

0

0 10 20 30 40

Family Reunion*

Historic places




Wedding*



Eco-Tourism

Religious Travel*

Medical Tourism*

Percent



Demographic Profile of Idaho Visitors

– Southwestern Region

Gender — Southwestern

214

44

56

48

52

0 20 40 60

Male

Female

Percent

Southwestern Idaho


Age — Southwestern

215

15

40

31

14

17

42

24

17

0 10 20 30 40 50

18-24 years

25-44 years

45-64 years

65+ years

Percent

Southwestern Idaho

Average Age

Southwestern

= 44

Average Age

Idaho

= 43


Household Size — Southwestern

216

15

36

17

16

16

15

34

17

17

17

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Southwestern Idaho


Household Income — Southwestern

217

5

11

12

25

47

4

12

14

22

48

0 10 20 30 40 50

$150K+

$100-$149.9K

$75K-$99.9K

$50K-$74.9K

Less than $49.9K

Percent

Southwestern Idaho


Marital Status — Southwestern

218

67

20

13

68

20

12

0 10 20 30 40 50 60 70


Never married


Percent

Southwestern Idaho


Children in Household — Southwestern

219

49

19

24

28

48

21

28

26

0 10 20 30 40 50




Any child under 6

Percent

Southwestern Idaho


Education — Southwestern

220

16

43

26

13

2

16

41

27

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Southwestern Idaho


Employment — Southwestern

221

47

11

42

45

11

44

0 10 20 30 40 50


Part time


Percent

Southwestern Idaho


Race — Southwestern

222

90

1

9

88

3

9

0 20 40 60 80 100

White

African-American

Other

Percent

Southwestern Idaho


Hispanic Background — Southwestern

223

95

5

92

8

0 20 40 60 80 100

No

Yes

Percent

Southwestern Idaho


Documents

July 2016 - Idaho Commerce · Theme park Special event Touring Skiing/Snowboarding City trip Cruise Resort Other business trip Business-leisure ... Demographic Profile of Idaho Visitors