Executive Summary
Charts & Graphs
AppendixINSIGHTS
THAT TAKE
YOU
PLACES
Year-End 2017 Visitor Profile.
An Inside Look at the Louisiana Travel Market
Vicki Allen
Senior Research Manager, D.K. Shilfflet & Associates
August 2018
D. K. Shifflet & Associates, Ltd.
1750 Old Meadow Rd, Suite 620
McLean, Virginia 22102
Tel.: +1.703.536.8500
www.dksa.com
2
3
Volume and profile data are from D.K. Shifflet’s PERFORMANCE/MonitorSM
– the largest travel tracking system in the U.S. The 2017 Louisiana Visitor
Profile is based on a sample of 1,636 traveling households.
This report contains selected analysis from detailed data tables, including additional market information written by D.K. Shifflet & Associates, Ltd.
Copyright © 2018 D. K. Shifflet & Associates, Ltd. All rights reserved.
This Louisiana Visitor Profile provides intelligence on US and Louisiana travel
trends from Calendar Year 2017. Information is also provided for six regions
within the State. These include the parishes of (1) Jefferson, Orleans, St.
Bernard, St. Charles, St. James, St. John the Baptist (2) Ascension, East Baton
Rouge, Livingston, West Baton Rouge, West Feliciana (3) Iberia, Lafayette, St.
Landry, St. Martin, Vermilion
(4) Acadia, Allen, Beauregard, Calcasieu, Evangeline,
Jefferson Davis (5) Bossier, Caddo (6) Avoyelles, Lincoln,
Natchitoches, Ouachita, Rapides, Sabine, Vernon.
In 2017, Louisiana hosted a total…47.11 million visitors, spending…
$17.5 billion dollars
4
Table of Contents
Charts & Graphs22
Volume
Direct Spending
Market Share
Demographics
Trip Origin
Transportation
Trip Timing
Trip Characteristics
Activity Participation
Performance Ratings
Accommodation
Appendix
42
47
50
57
69
83
80
84
23
25
27
28
2017 Highlights:
Travel definition: 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.
Sample Frame: All U.S., Louisiana, and Louisiana’s Regions as defined above
Timeframe: Travel Year 2017
This report primarily compares Louisiana’s travel market to the average US traveler and secondarily its six regions defined by
Parish as follows:
Region 1: Jefferson, Orleans, St. Bernard, St. Charles, St. James, St. John the Baptist
Region 2: Ascension, East Baton Rouge, Livingston, West Baton Rouge, West Feliciana
Region 3: Iberia, Lafayette, St. Landry, St. Martin, Vermilion
Region 4: Acadia, Allen, Beauregard, Calcasieu, Evangeline, Jefferson Davis
Region 5: Bossier, Caddo
Region 6: Avoyelles, Lincoln, Natchitoches, Ouachita, Rapides, Sabine, Vernon
The following analysis highlights unique information about Louisiana travelers and insights into how they travel throughout the
State.
▪ Record number of visitors spending record amounts of money. Person-Stay volume was up 0.9% year-over-year and Total Spending increased 4.1%
in 2017 over 2016.
▪ 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
and participate in a variety of activities
▪ All of the Louisiana travel parties who participate in the top 10 activities are profitable travel parties for Louisiana, except for Visiting Friends/Relatives
▪ Louisiana is more preferred during Winter than the average U.S. travel destination
▪ The majority of Louisiana’s visitors originate from in-state, followed by Texas, Mississippi, Arkansas and Florida as the top origin states of travel
▪ The largest share of Louisiana’s visitors arrive from New Orleans, Baton Rouge, Houston and Dallas-Fort Worth DMAs
▪ Louisiana received higher Excellent Satisfaction ratings than value-for-the-money ratings for the destination
5
Executive Summary
STUDY SPECIFICATIONS
6
Executive Summary
While understanding visitation in terms of who is visiting the State, why,
and what they do there is imperative in painting a picture of travel to
Louisiana, it is also important to focus on the opportunities that lie ahead
for Louisiana travel.
Spending continues to grow, with increase seen food & dining,
entertainment and transportation categories. Louisiana visitors are more
likely to be in the 35-54 age range, with no children in the household.
Those visitors who come to Louisiana for a vacation or getaway weekend
are more profitable than those who come to visit friends/relatives. Despite
the lack of value, those visiting friends/relatives represent a large portion
of overall Louisiana visitation.
The characteristics of visitors to Louisiana are somewhat different
depending on which destination region they visit. Visitors to Region 1 are
more likely to stay in High-End hotels, fly and visit in the summer. Visitors
to this region also have the longest average length of stay and the
highest average spending per person per day ($176) compared to the
other regions.
Visitors to Louisiana’s Region 2 are more likely to visit in the winter, come
to see friends/relatives or for a special event, have the largest average
party size (2.14 ppl) and the shortest average length of stay (1.54 days).
Visitors to Louisiana’s Region 3 have the oldest average age (56 yrs)
among all the regions and largest average household income ($115.6K).
Visitors to Region 4 have the second highest average per person per day
spend compared to the other regions ($147), with a third of their spending
on entertainment, the largest proportion compared to the other regions.
The visitors to this region stay predominantly in Hotels (95%), more than
any other region.
Visitors to Region 5 are most likely Boomers, with over half their visitors
(53%) born between 1946-1964. Visitors to this region are mostly likely to
come to visit friends/relatives (31%) or for a getaway weekend (19%).
The top activity for visitors to this region is Gambling (48%).
Visitors to Region 6 are most likely to stay in a friend/relative’s home
(43%). The largest percentage of their visitors come in the winter (42%).
This region also receives the most visitors in Affluent Mature lifestage
compared to the other regions (37%).
7
Executive Summary
Over half of total visitors to Louisiana (59%) do not have children in their household and have an average
household income of $95.4K. In this way they mimic the overall U.S. traveler, except those that come to
Louisiana are slightly more likely to have kids than the overall U.S. (59% vs 67%).
Louisiana receives a larger share of Boomer and GenX travelers than the overall U.S. Over three quarters of
Louisiana’s visitors come from the West South Central U.S. and predominantly by car. Visitors most often
travel alone (41%) or as couples (32%) and stay an average of 2.07 nights in the state. The average daily
spend per person per day is $132, with over half being spent on transportation and food combined. The most
popular activities for visitors to the state are culinary/dining experiences, visiting friends/relatives, shopping
and gambling. Two-thirds of visitors stay in hotels followed by the home of a friends/relative.
8
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
9
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 of the US
travel market has been mixed over the past several years. In 2017
Louisiana travelers (Person-Stays), the main focus of this report,
represent 1.84% of the US travel market. This is the smallest share of
U.S. travelers in the past three years, dropping from 2.08% in 2016,
which was an increase from 1.89% in 2015.
In contrast, the number of Stays taken to a destination indicates how
many distinct travel parties came to your destination, but not how long
they stayed. Louisiana travel parties represent 1.75% of the US travel
market.
The Person-Days metric takes into account how long visitors stayed in
your destination and is simply the total number of days that visitors
contributed to Louisiana. Louisiana travelers represent 1.82% of the US
market share of Person-Days.
A slightly lower share of Person-Stays year over year can be attributed to
changes in Louisiana’s number of visitors, changes in length 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
1.75
36.65
16.20
6.639.81 8.64
5.641.84
38.10
18.01
5.869.48 8.25
5.371.82
45.21
12.65
6.59 7.9910.46
5.011.77
59.48
9.375.62 7.39 8.09
3.94
Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Stays Person-Stays Person-Days Trip-Dollars
GLOSSARY
Destination Market Share
Louisiana Market Share of U.S. Travel
Louisiana represents similar shares of U.S. travel across all metrics.
Region 1 overwhelmingly represents the largest share of Louisiana travel and is the most profitable travel region in the State.
10
Destination Market Share
Stays
Decreased 0.11 ppt in 2016-2017
Person-Stays
Slight decrease of 0.03 ppt in 2016-2017
Person-Days
Slight decrease of 0.04 ppt in 2016-2017
Trip-Dollars
Decreased 0.11 ppt in 2016-2017
11
Louisiana travelers contributed 1.77% in terms of Trip-Dollars to the US
market; total amount of revenue that visitors contribute as opposed to the
contribution of number of trips or number of days spent in a destination.
Changes in Direct Spending can not only be influenced by ALL other
travel measures including number of travel parties, number of persons,
number of days, number of people in the Stays, length of stay, and
individual traveler spending but also be related to changes in travel party
composition, purpose of trip, activity participation levels, or
accommodation choice.
The decline in person-stays can be attributed to a decrease in travel
parties overall. The number of persons in a travel party increased, with
more couples and families, and less adults traveling alone. Changes in
length of stay affected person-days with less day trips and more overnight
trips in 2017 over 2016. Overall, average expenditures per person per
day were less than the year prior. So, even though the number within the
travel party increased the length of stay increased, if there are less travel
parties spending less, trip dollars will decline.
Who are Louisiana visitors?
Louisiana visitors can be described in three ways; basic demographics,
lifestages, and by generation.
Louisiana travelers are the same average age as U.S. travelers (49
years). Among the Louisiana travel regions, Region 1 has the youngest
average age of travelers (46 years) while Region 3 has the oldest average
age at 56 years. The majority of Louisiana visitors are in the 35-54 year
age group (40%) followed closely by those over 55 years of age (39%).
Louisiana visitors are similar to the average U.S. traveler, they have the
same median income ($79.9K) and are likely to be employed (US 64% vs
LA 67%). Louisiana visitors differ from U.S. travelers in that visitors to
Louisiana are more likely to have children in the household than average
U.S. travelers (41% vs. 33%).
The regions within Louisiana differ with Region 3 and Region 1 visitors
having a higher median income ($97.9K and $94.8K) than overall
Louisiana travelers. Region 6 attracts the most visitors under the age of
55 (70%), followed closely by Region 1 (67%).
GENERATIONS: MILLENNIAL – 1981-1996; GENX – 1965-1980; BOOMER 1946-1964; SILENT/GI – BEFORE 1945
U.S. TravelerLouisiana Traveler
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Average Age 49 years 49 years 46 years 47 years 56 years 50 years 51 years 48 years
Employed 64% 67% 78% 64% 64% 39% 62% 77%
Retired 23% 21% 12% 20% 30% 33% 29% 15%
Median Income (000)
$79.9 $79.9 $94.8 $77.4 $97.9 $76.6 $90.6 $65.8
Children in Household
33% 41% 43% 55% 38% 28% 40% 43%
Generations:Millennial
GenXBoomer
Silent/GI
28%28%36%8%
23%34%39%4%
29%36%29%5%
20%42%37%1%
4%40%45%11%
21%23%52%3%
21%34%42%3%
34%33%29%4%
GLOSSARY
Demographics
How do Louisiana visitors compare?
LouisianaVisitors
Middle agedTwo-thirds Employed
Average Income4 out of 10 with Kids in Household
12
DKSA combines the three variables most likely to discriminate between
travelers into seven Lifestages. These include age, household income
and whether or not children are present in the household. These
segments are generally used for promotion development and targeting.
The majority of visitors to Louisiana belong in the Lifestages with no
children in the household (69%).
TOTAL 2017 (%)
0
20
40
60
80Stays 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
GLOSSARY
Demographics
Louisiana Lifestages
Maturing & FreeMost profitable segment
Moderate MatureLeast profitable segment
13
Affluent Mature (23%) and Maturing and Free (21%) lifestages contribute
the most in travel party shares to Louisiana tourism. Yet, visitors in the
Maturing and Free Lifestage contribute more in Trip-Dollars to Louisiana’s
economy than they represent in travel party shares (21% in Stays but
25% in Trip-Dollars) which makes them one of the most profitable
segments. Affluent Mature and Affluent Family travelers are also key
segments to target as they have slight higher Trip-Dollar shares
compared to their share in Stays.
Where do Louisiana visitors come from?
Half (50%) of Louisiana visitors are from in--state. Region 2 and 3 receive
a greater share of in-state visitors with over 60% coming from in-state.
Region 1 receives the lowest share visitors from in-state.
A little over two out of five Louisiana travelers visit from Texas, and 8%
from Mississippi (a growth of 3 percentage points over 2016). Arkansas
(2%), Florida (2%) and Alabama (2%) round out the top six origin states.
These top six states produce 87% of Louisiana visitors.
The top 3 origin markets for Louisiana visitors are New Orleans DMA
(21.9%), Baton Rouge DMA (16.5%), and Houston DMA (10.4%).
Louisiana’s top 10 DMAs of origin account for 73% of their travelers.
Six 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 to the state.
Louisiana is primarily a drive destination, with only 8% of Louisiana
travelers arriving by airplane. This percentage of air visitors is driven
mostly by Region 1 where 18% of the visitors arrive by air. The rest of the
state receives less than 4% of visitors by air. In Region 2, 7% of visitors
arrive by bus, much higher than any other region of the state and the rest
of the U.S. When at the destination, the majority of visitors use their
personal car as primary mode of transportation. About 1 in 10 walk (11%)
– about double visitors to the average US destination (5%).
Louisiana Origin DMAs
PERSON-STAYS 2017 (%)
New Orleans, LA 21.9%
Baton Rouge, LA 16.5%
Houston, TX 10.4%
Dallas-Fort Worth, TX 6.9%
Lafayette, LA 4.6%
Shreveport, LA 4.0%
Lake Charles, LA 2.4%
Monroe, LA-El Dorado, AR 2.3%
Hattiesburg-Laurel, MS 2.1%
Little Rock-Pine Bluff, AR 1.7%
Origin Markets
Louisiana – a Drive Destination
Louisiana Top 3Origin Markets
Louisiana (↑ 4ppt over 2016)
Texas (-- 0ppt over 2016)
Mississippi (↑ 3ppt over 2016)
New Orleans, LA DMA
Baton Rouge, LA DMA
Houston, TX DMA
U.S. Top 3 Destination States
California
Texas
Florida
U.S. Top 3 Destination DMAs
New York, NY DMA
Los Angeles, CA DMA
Orlando, FL DMA
14
During 2017, Louisiana top five origin States are Louisiana (50%), Texas
(22%), Mississippi (8%), Arkansas (2%), and Florida (2%). The table
below shows the top origin markets to Louisiana's 6 regions. A way to
read the table below is that “Of those who visited Region 1, 26% are from
New Orleans, LA.”
New Orleans is a top origin for all the regions, except for Region 3. All
regions draw a large portion of their visitors from in-state, with more than
one Louisiana market in their top origins. In Region 2, four of their top five
origin markets are all in-state. The top origin market for Regions 4, 5, and
6 are all from out-of-state.
GLOSSARY
Origin Markets
Top Origin Markets for Louisiana Regions (Person-Stays 2017)
Top Origin States
Region 1 - Louisiana, Texas & Mississippi
Region 2 - Louisiana, Texas & Mississippi
Region 3 - Louisiana, Texas & Florida
Region 4 - Texas, Louisiana & Arkansas
Region 5 - Texas, Louisiana & Arkansas
Region 6 - Louisiana, Texas & Arkansas
15
Region 1 -54% Region 2 – 81% Region 3 -86% Region 4 – 78% Region 5 – 65% Region 6 – 71%
26% New Orleans, LA 36% Baton Rouge, LA 23% Lafayette, LA 48% Houston, TX 26%Dallas-Fort Worth,
TX26%
Dallas-Fort Worth, TX
11% Baton Rouge, LA 30% New Orleans, LA 22% Baton Rouge, LA 19% Lake Charles, LA 13% New Orleans, LA 23%Monroe, LA-El
Dorado, AR
8% Houston, TX 6% Houston, TX 16% Houston, TX 6% Lafayette, LA 11%Little Rock-Pine
Bluff, AR8% Alexandria, LA
6%Dallas-Fort Worth,
TX6% Lafayette, LA 8% Shreveport, LA 4% New Orleans, LA 9% Shreveport, LA 7% New Orleans, LA
3% Biloxi-Gulfport, MS 3% Alexandria, LA 7%Dallas-Fort Worth,
TX1%
Little Rock-Pine Bluff, AR
6% Houston, TX 7%Little Rock-Pine
Bluff, AR
Why do travelers visit Louisiana?
The majority of Louisiana's visitors (60%) come for Non-Vacation Leisure
purposes such as to Visit with Friends/Relatives (23%) and attending a
Special Event (15%). This is followed by Vacation purposes such as a
Getaway Weekend (11%) and General Vacation (11%). Nearly one in five
Louisiana travelers come for business travel (19%).
When looking at which trip purpose contributes most to Louisiana’s Trip-
Dollars, Vacation contributes one-third of Louisiana's Trip-Dollars but only
one in five Stays. Overnight Vacations and Weekend Getaways are the
most valuable segments with higher Trip Dollars shares than they
represent in Stays.
Business Group Meetings also represent nearly 1 in 5 of the state’s Trip
Dollars but only represent 14% of Stays. The majority of Louisiana's Stays
are Non-Vacation purposes (50%) but they only represent 37% of the
state’s Trip Dollars.
LEISURE-STAYS 2017 (%)
Travel Purpose
Louisiana Purpose of Travel
16
Top Louisiana Purpose
Visit Friends/Relatives
Other Leisure/Personal
Day Trips
Most profitable segments
Getaway Weekend
General Vacation
Top U.S. Purpose
Visit Friends/Relatives
Other Leisure/Personal
Special Events
Most profitable segment
Getaway Weekend0
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 declined in 2017 to $132 per person per day – a decrease of about $14
from 2016. The average spending decrease is due to spending decreases in transportation and lodging. The visitor to Louisiana spent on average $9 less
on transportation and $12 less on lodging. Since these are the largest trip costs that brought overall average spending down.
The majority of the daily expenditure was spent on Food & Beverage (27%), Transportation (26%), Lodging (18%), followed by Entertainment &
Recreation (15%), Shopping (11%) and Miscellaneous (3%). Visitors to Region 1 have the highest average spend per person per day ($176) compared
to the other regions.
PERSON-DAYS 2017 (%)
0
5
10
15
20
25
30
35
Total U.S. Total Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Transportation Food Room Shopping Entertainment Miscellaneous
$125 avg. $176 avg. $85 avg. $100 avg. $147 avg. $104 avg. $120 avg.
Spending
Per-Person-Per-Day-Spending
17
$132 avg.
Louisiana travelers
spend more on
Food & Beverage and
Entertainment
but a lot less on Lodging
Where do Louisiana visitors stay?
Paid Hotels are by far the accommodation of choice for Louisiana visitors
(66%). A little over a quarter of Louisiana travelers stay in Mid-Level hotels
(27%) and followed by High-End hotels (16%). Overall, Louisiana has a
greater share of travelers staying in paid hotels than the average U.S.
traveler (66% and 53%, respectively).
Another 22% of Louisiana travelers stay in non-paid accommodations,
typically at homes of friends/relatives. Typically, those who stay in Non-
Paid Accommodations do not contribute nearly as much in monetary
value to the destination as they represent in Stays share.
Naturally, Louisiana travelers who stay in High End hotels are especially
worthy to target as they generate significant higher shares of Trip-Dollars
(31%) than in Stays (15%).
PERSON-STAYS 2017 (%)
Accommodations
Louisiana Paid Accommodations
18
Those who stay in hotels, choose Mid-level
Paid Non-Hotel13%
Non-Paid Accommodations
22%
Economy9%
Other Hotel13%
High-End16%
Mid-Level27%
Paid Hotel 66%
Timing
19
Nearly half of Louisiana visitors (49%) stay less than four nights.
Louisiana attracts a higher share of visitors who take trips of 1-3 nights
(49%) than the average US visitors (39%) .
Louisiana’s Region 2 has the largest percentage of Day Trips, with two-
thirds of visitors to that region staying there only for the day. Region 1
had longest average length of stay (2.16 Days) compared to all other
Louisiana regions, followed by Region 5 (2.47 Days).
How long do Louisiana visitors stay? When do travelers visit Louisiana?
Louisiana’s visitors are most likely to visit in the Winter (27%) and least
likely to visit in the Spring (21%). In 2017, December received the
greatest percentage of visitors (13%).
Region 1 receives most of their visitors during the Summer (28%), with
the rest of their visitors distributed evenly among the rest of the year.
Region 2 mimics the overall statewide pattern with receiving most of their
visitors in the Winter (37%) and the smallest percentage of visitors in the
Spring (12%). Regions 5 and 6 receive the majority of their visitors during
the Winter (41%, and 42%). Region 4 receives their largest amount of
visitors in the Summer (43%) and Region 3 receives their largest amount
in the Spring (32%).
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 to participate in
the following activities than travel parties to the average US destination:
• Gambling (slots, cards, horses, etc.) (3.3 times as high)
• Live Music (festivals, concerts, clubs) (2.3 times)
• Zoo/Aquarium (1.5 times)
• Historic Sites (1.4 times)
• Nightlife (bar, nightclub etc.) (1.4 times)
• Movies (1.3 times)
• Festival/Fairs (state, craft, etc.) (1.3 times)
• Culinary/Dining Experience (1.3 times)
• Amateur Sports (attend/participate) (1.2 times)
Activities
20
Eight out of ten travel parties participate in an activity
when visiting an average US destination, a similar
participation rate to Louisiana (86%). Travel parties
who visit Louisiana participated in the following
activities in 2017:
1. Culinary/Dining Experience
2. Visit Friends/Relatives (general visit)
3. Shopping
4. Gambling (slots, cards, horses, etc.)
5. Live Music (festivals, concerts, clubs) (added
in 2017)
6. Historic Sites
7. Nightlife (bar, nightclub etc.)
8. Touring/Sightseeing
9. Business/Work
10. Movies
Louisiana can position itself as a destination for Live Music, History,
Gambling and Culinary-based activities
How do Louisiana visitors rate the State?
Respondents are asked to rate their overall satisfaction with the
destinations they visit and on the overall value-for-the-money the
destination provides. Ratings are on a 10-point scale, where 1 is low or
‘poor’ and 10 is high or ‘excellent’.
Louisiana visitors report strong satisfaction (8.6) with their Louisiana stay.
Value-for-the-money (8.4) ratings increased as well surpassing the
average U.S. destination in 2017; both increased by 0.2 ppt over 2016.
Louisiana received 78 percent of excellent (8-10) ratings from travelers
for overall satisfaction. Louisiana’s Region 4 had the highest satisfaction
ratings compared to the other regions, with its average satisfaction score
being a 9.
PERSON-STAYS 2017 (%)
2 1 1 1 1 0 1 2
23 21 18 15 2012
21
43
76 78 81 84 7988
77
55
Total U.S. TotalLouisiana
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
1-3 4-7 8-10
Value for the Money
PERSON-STAYS 2017 (%)
2 1 1 1 0 2 0 1
27 25 29 2618 16 21 26
71 74 70 72 82 82 79 73
Total U.S. TotalLouisiana
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
1-3 4-7 8-10
Louisiana travelers gave the destination higher value-for-the money
scores (8.4) compared to overall U.S. travelers. This was an increase of
2016, when 68% of travelers gave Louisiana an Excellent score. Region
3 visitors scored it the highest among the value for the money scores
compared to the other regions. Region 1 received the lowest value-for-
the-money score (8.2).
While the destination average value-for-the-money (8.4) is not rated as
high as satisfaction (8.6) among travelers, none of Louisiana visitors gave
the destination higher excellent ratings (8-10) for value–for-the-money
than in satisfaction with the destination.
Satisfaction and Value
Overall Satisfaction
Travelers rate Louisiana higher in satisfaction with the destination
than Total U.S. travelers
Louisiana average satisfaction and value ratings increased over 2016.
21
22
Charts and Graphs
Louisiana Year-End 2017 Visitor Profile
Louisiana Travel Segments
Chart 1 • Volume (in Millions)
46.69 46.28
21.6620.33
47.11 46.66
21.6520.29
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Total Person-Stays Domestic Person-Stays Total Room-Nights Domestic Room-Nights
2016 2017
0.90% 0.83%
0.00%0.20%
23
VOLUME
LEGEND
Pacific 15.0%
Mountain 9.3%
West North Central 6.5%
West South Central 12.7%
East North Central 13.3%
East South Central 6.9%
New England 5.1%
Middle Atlantic 11.2%
South Atlantic 20.0%
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: 2017/2016 Total Person-Stays (%)
24
VOLUME
Louisiana Total Direct Spending Volume
Chart 3 • Total Volume (in Millions)
$5,362
$3,625
$2,548
$2,214 $2,403
$661
$5,620
$3,894
$2,652
$2,284
$2,552
$690
Transportation Food & Beverage Accommodation Shopping Entertainment & Recreation Other
2016 2017
25
VOLUME
Louisiana Domestic Direct Spending Volume
Chart 4 • Total Volume (in Millions)
$4,453
$3,402
$2,286
$2,038
$2,269
$642
$4,685
$3,642
$2,346
$2,096
$2,396
$663
Transportation Food & Beverage Accommodation Shopping Entertainment & Recreation Other
2016 2017
26
VOLUME
Louisiana Share of U.S. Travel Segments
Region Share of Louisiana Travel Segments (Region definitions on page 5)
Chart 5 • Segment: 2017 (%) • Louisiana N = 1,636 household count
1.75
36.65
16.20
6.63
9.818.64
5.64
1.84
38.10
18.01
5.86
9.488.25
5.37
1.82
45.21
12.65
6.597.99
10.46
5.01
1.77
59.48
9.37
5.627.39 8.09
3.94
Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Stays Person-Stays Person-Days Trip Dollars
MARKET SHARE
27
Age Distribution: U.S. and Louisiana
Chart 6 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
24
21
26
20
3
18
19
32
36
40
41
43
42
39
39
38
40
39
33
38
55
43
42
30
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
18-34 years 35-54 years 55 + years
DEMOGRAPHICS
Average
49
49
46
47
56
50
51
48
28
Louisiana Avg. Party per Stay Spending by Age
Chart 7 • Segment: 2015-2017 Leisure Stays ($) • Louisiana N = 4,879 household count
410390
477
364
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
29
Louisiana Age Comparison
Chart 8 • Segment: 2015-2017 Leisure (%) • Louisiana N = 4,879 household count
21
4138
21
47
32
18-34 years 35-54 years 55+ years
Stays Based Trip-Dollars Based
DEMOGRAPHICS
30
Racial Distribution: U.S. and Louisiana
Chart 9 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
79
72
73
69
91
70
72
63
11
26
25
30
9
23
19
36
6
3
4
0
0
4
8
0
1
0
0
0
0
0
3
6
4
19
8
0
1
1
5
2
3
1
0
3
1
0
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
White Black Asian Native Hawaiian or other Pacific Islander Native American or Alaska Native Other/Mixed
DEMOGRAPHICS
31
Hispanic Origin: U.S. and Louisiana
Chart 10 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
13
10
11
9
1
20
19
1
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Hispanic, Latino/Spanish
DEMOGRAPHICS
32
Sexual Orientation: U.S. and Louisiana
Chart 11 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
4
2
3
1
0
4
2
3
92
95
94
99
99
95
98
97
4
3
3
0
0
1
0
0
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Gay/Lesbian (GLBT) Heterosexual/Straight Other
DEMOGRAPHICS
33
Distribution of Children in Household: U.S. and Louisiana
Chart 12 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
67
59
57
45
62
72
60
57
13
14
15
14
15
20
10
5
18
23
22
34
18
22
29
35
15
18
20
23
21
6
26
24
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
No Children 5 years old or younger 6-12 years old 13-17 years old
DEMOGRAPHICS
GLOSSARYSum exceeds 100% due to multiple-children households.
34
Household Income Distribution: U.S. and Louisiana
Chart 13 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
29
29
23
25
32
37
21
39
18
17
16
22
12
13
10
23
16
18
14
33
7
9
30
15
19
20
24
14
24
32
26
14
18
15
23
6
26
10
13
8
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Under $50,000 $50,000 - $74,999 $75,000 - $99,999 $100,000-$149,999 $150,000+
DEMOGRAPHICS
Average
$99,526
35
$95,430
$109,965
$81,450
$115,561
$83,701
$106,316
$77,822
Lifestage Distribution: U.S. and Louisiana
Chart 14 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
16
13
19
9
10
9
10
18
9
8
9
12
3
4
11
7
19
21
23
22
18
24
18
17
6
7
6
8
8
2
5
6
10
13
13
13
20
3
7
7
12
12
8
10
19
11
7
5
24
23
20
23
19
31
28
37
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
DEMOGRAPHICS
36
Louisiana Avg. Party per Stay Spending by Lifestage
Chart 15 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
367
431
475
436
502
266
414
Louisiana Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
DEMOGRAPHICS
37
Louisiana Lifestage Comparison
Chart 16 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
13
8
21
7
13 12
23
14
8
20
5
13
8
27
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
Stays Based Trip-Dollars Based
DEMOGRAPHICS
38
Traveler Generation Distribution: U.S. and Louisiana
Chart 17 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
27
22
29
21
16
18
22
26
28
34
36
38
36
29
20
23
37
39
29
36
42
50
52
46
8
5
5
5
5
3
7
5
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Millennials GenXers Boomers Silent/GI
DEMOGRAPHICS
39
Louisiana Avg. Party per Stay Spending by Generation
Chart 18 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410 404
478
375
351
Louisiana Millennials GenXers Boomers Silent/GI
DEMOGRAPHICS
40
Louisiana Traveler Generation Comparison
Chart 19 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
22
34
39
5
23
39
34
4
Millennials GenXers Boomers Silent/GI
Stays Based Trip-Dollars Based
DEMOGRAPHICS
41
LEGEND
Pacific 2.3%
Mountain 1.2%
West North Central 0.8%
West South Central 75.3%
East North Central 2.4%East South Central 11.1%
New England 0.6%Middle Atlantic 1.2%South Atlantic 5.1%
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
Chart 20 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
TRIP ORIGIN
42
Top Origin States to Louisiana
Chart 21 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
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
VA
NY
CT
WV
MD
NJ
VT
NH
MA
DE
RI
HI
MI
GA
TX
LEGEND
50.2% Louisiana
22.3% Texas
2.8% Arkansas
2.2% Florida
7.8% Mississippi
1.9% Alabama
1.4% Georgia
1.4% California
43
1.2% Tennessee
LA
1.0% Illinois
CA
Top Origin DMAs to Louisiana
Chart 22 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
TRIP ORIGIN
Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
New Orleans, LA 0.8 21.9 26.1 30.4 6.4 3.5 12.8 7.1
Baton Rouge, LA 0.5 16.5 11.4 36.3 21.6 0.0 1.3 4.5
Houston, TX 2.1 10.4 7.5 6.3 16.1 47.6 6.0 1.2
Dallas-Fort Worth, TX 2.5 6.9 6.4 1.4 7.0 0.2 25.5 25.8
Lafayette, LA 0.1 4.6 1.2 5.5 23.2 6.4 0.2 2.8
Shreveport, LA 0.2 4.0 2.9 1.5 7.8 0.5 9.2 2.2
Lake Charles, LA 0.1 2.4 0.7 0.2 2.0 18.7 0.0 3.9
Monroe, LA-El Dorado, AR 0.1 2.3 1.9 0.2 0.0 0.0 3.5 22.5
Hattiesburg-Laurel, MS 0.1 2.1 0.5 1.6 0.2 0.0 0.0 0.0
Little Rock-Pine Bluff, AR 0.6 1.7 0.3 0.9 1.2 1.0 11.2 6.7
Top 10 Sum 7.0 72.8 58.9 84.3 85.5 77.9 69.7 76.7
44
Louisiana Avg. Party per Stay Spending by Origin DMA
Chart 23 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
165
210
223
444
577
216
246
235
584
195
Louisiana
New Orleans, LA
Baton Rouge, LA
Lafayette, LA
Houston, TX
Dallas-Fort Worth, TX
Shreveport, LA
Alexandria, LA
Monroe, LA-El Dorado, AR
Atlanta, GA
Lake Charles, LA
TRIP ORIGIN
45
Louisiana Origin DMA Comparison
Chart 24 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
17
15
9
9
5
5
2
2
2
2
7
7
5
8
6
3
0
3
New Orleans, LA
Baton Rouge, LA
Lafayette, LA
Houston, TX
Dallas-Fort Worth, TX
Shreveport, LA
Alexandria, LA
Monroe, LA-El Dorado, AR
Atlanta, GA
Lake Charles, LA
Stays Based Trip-Dollars Based
TRIP ORIGIN
46
Main Mode of Transportation: U.S. and Louisiana
Chart 25 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
7
8
18
2
3
0
2
4
88
89
80
90
96
99
95
95
3
3
3
7
1
1
4
1
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Air Auto Other
TRANSPORTATION
47
Travel Distance by Auto: U.S. and Louisiana
Chart 26 • Segment: 2017 One-way Person-Stays (%) • Louisiana N = 1,636 household count
51
54
51
76
52
43
18
42
21
18
11
5
23
38
43
18
9
9
7
7
6
10
11
30
8
13
21
9
10
7
17
4
11
6
10
3
8
1
11
6
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
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 27 • Segment: 2017 One-way Person-Stays (%) • Louisiana N = 1,636 household count
9
3
3
17
0
0
5
14
25
36
37
28
70
0
18
19
21
21
22
29
4
0
10
37
45
39
39
26
26
100
67
31
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
300 miles or less 301-700 miles 701-1,000 miles 1,001+ miles
TRANSPORTATION
49
Louisiana Month Trip Started
Chart 28 • Segment: 2017 Person-Stays (%) • Louisiana N = 1,636 household count
78 8
67
11
7 7
98
9
13
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TRIP TIMING
50
Trip Timing by Quarter: U.S. and Louisiana
Chart 29 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
20
23
23
19
9
11
22
32
25
24
26
15
49
40
23
22
28
24
25
21
18
28
21
28
27
30
27
45
24
21
34
18
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
First Quarter Second Quarter Third Quarter Fourth Quarter
TRIP TIMING
51
Louisiana Avg. Party per Stay Spending by Quarter
Chart 30 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
485 479
404
328
Louisiana First Quarter Second Quarter Third Quarter Fourth Quarter
TRIP TIMING
52
Louisiana Trip Timing Comparison by Quarter
Chart 31 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
23 24 23
3027 27
23 23
First Quarter Second Quarter Third Quarter Fourth Quarter
Stays Based Trip-Dollars Based
TRIP TIMING
53
Trip Timing by Season: U.S. and Louisiana
Chart 32 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
22
27
24
37
10
10
41
42
23
21
24
12
32
22
17
22
30
26
28
22
29
43
31
19
26
26
24
29
28
25
12
17
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Winter Spring Summer Fall
TRIP TIMING
54
Louisiana Avg. Party per Stay Spending by Season
Chart 33 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
435
473
429
336
Louisiana Winter Spring Summer Fall
TRIP TIMING
55
Louisiana Trip Timing Comparison by Season
Chart 34 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
25 24 25 2626 2725
21
Winter Spring Summer Fall
Stays Based Trip-Dollars Based
TRIP TIMING
56
7
9
14
6
15
4
2
6
11
10
7
10
3
14
14
10
9
11
15
3
3
13
19
1
8
6
10
1
2
10
3
4
7
5
5
1
2
7
5
3
25
23
14
32
25
26
31
44
11
15
16
29
13
6
4
13
2
2
3
1
7
2
3
2
3
3
1
1
8
0
2
2
1
1
0
2
0
0
0
4
16
17
14
15
23
19
16
11
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
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
Chart 35 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
Louisiana Avg. Party per Stay Spending by Purpose of Stay
Chart 36 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
623
345
759
1,142
210
284
408
889
159
309
244
Louisiana Group Meeting(Net)
Transient Business(Net)
Getaway Weekend- overnight
General Vacation -overnight
Vacation/Getaway- day trip
Visit Friends/Relatives
Special Event Convention, Show,Conference
Medical/ HealthCare
Seminar, Class,Training
Other Leisure/Personal
TRIP CHARACTERISTICS
58
Louisiana Purpose of Stay Comparison
Chart 37 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
14 1511
5 6
20
10
14
1
14
19
11
1713
3
1410
31 1
8
Group Meeting (Net) Transient Business(Net)
Getaway Weekend -overnight
General Vacation -overnight
Vacation/Getaway -day trip
Visit Friends/Relatives
Special Event Convention, Show,Conference
Medical/ HealthCare
Seminar, Class,Training
Other Leisure/Personal
Stays Based Trip-Dollars Based
TRIP CHARACTERISTICS
59
Travel Party Composition: U.S. and Louisiana
Chart 38 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
45
41
38
38
49
39
40
54
32
32
35
29
35
35
39
27
6
9
6
11
5
11
6
1
5
6
9
2
5
5
8
4
12
12
12
21
5
10
8
14
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
One Adult Couples MM/FF Three or More Adults Children Present
TRIP CHARACTERISTICS
Children Present
Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household.
MM/FF
Include either two females or two males from different households traveling together.
GLOSSARY
Average
1.84
60
1.93
2.00
2.14
1.70
1.86
1.84
1.83
Average Travel Party Size Overview: U.S. and Louisiana
Chart 39 • Segment: Stays • Louisiana N = 1,636 household count
1.83 1.75 1.82 1.76
2.02
1.74 1.69 1.771.84 1.93 2.002.14
1.701.86 1.84 1.83
Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
2016 2017
TRIP CHARACTERISTICS
61
Louisiana Avg. Party per Stay Spending by Travel Party Composition
Chart 40 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
298
565
387
566
471
Louisiana One Adult Couples MM/FF Three or More Adults Children Present
TRIP CHARACTERISTICS
62
Louisiana Travel Party Comparison
Chart 41 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
47
29
7 6
11
26
35
8
1714
One Adult Couples MM/FF Three or More Adults Children Present
Stays Based Trip-Dollars Based
TRIP CHARACTERISTICS
63
Stay Length Distribution: U.S. and Louisiana
Chart 42 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
52
42
32
66
24
49
24
52
20
24
22
11
34
29
32
16
18
25
31
19
37
14
32
23
8
8
14
3
5
8
9
9
2
1
1
0
1
0
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Day Trips 1 night 2-3 nights 4-7 nights 8+ nights
TRIP CHARACTERISTICS
Average in Days
1.99
64
2.07
2.50
1.54
2.33
1.75
2.47
1.81
Average Stay Length Overview (in days): U.S. and Louisiana
Chart 43 • Segment: Stays • Louisiana N = 1,636 household count
1.99 1.96
2.47
1.781.59
1.842.03
1.66
1.99 2.07
2.50
1.54
2.33
1.75
2.47
1.81
Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
2016 2017
TRIP CHARACTERISTICS
65
Louisiana Avg. Party per Stay Spending by Stay Length
Chart 44 • Segment: 2015-2017 Leisure Stays ($) • Louisiana N = 4,879 household count
410
317
580
970
1,584
1,409
Louisiana 1 night 2 nights 3 nights 4-7 nights 8+ nights
TRIP CHARACTERISTICS
66
Louisiana Stay Length Comparison
Chart 45 • Segment: 2015-2017 (%) • Louisiana N = 4,879 household count
25
16
8 8
1
1721
18
27
3
1 night 2 nights 3 nights 4-7 nights 8+ nights
Stays Based Trip-Dollars Based
TRIP CHARACTERISTICS
67
Daily Spending Per Person by Category: U.S. and Louisiana
Chart 46 • Segment: 2017 Person-Days (%) • Louisiana N = 1,636 household count
29
26
26
31
27
15
23
26
26
27
27
27
30
21
30
32
20
18
21
10
24
7
13
8
12
11
9
15
9
20
9
13
10
15
15
8
9
33
23
10
3
3
3
9
1
3
2
12
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Transportation Food Room Shopping Entertainment Miscellaneous
TRIP CHARACTERISTICS
Average
$125
68
$132
$176
$85
$100
$147
$104
$120
Louisiana Activity Participation
Chart 47 • Segment: 2017 Leisure Stays (%) • Louisiana N = 1,636 household count
Attractions
34%
•Amateur Sports (4%)
•Professional Sports Event (3%)•Gambling (17%)
•Night Life (10%)•Show: Boat, Car, Home (1%)
•Theme/Amusement/Water Park
•Zoo/Aquarium (4%)
Culture
31%
•Live Music (14%)
•Theater/Dance Performance (2%)•Festival/ Fairs (6%)
•Historic Sites (11%)
•Museum, Art Exhibits, etc. (4%)
•Movies (6%)
•Touring/Sightseeing (9%)
Family/Life Events
33%
•Visit Friends/ Relatives (24%)
•Holiday Celebration (4%)•Reunion/ Graduation (1%)
•Wedding (1%)•Funeral/ Memorial (3%)
•Personal Special Event (4%)
•Culinary/ Dining Experience (28%)
•Winery/ Distillery/ Brewery (1%)
Nature
9%
•Beach/ Waterfront (3%)
•Camping (1%)•Eco/Sustainable Travel (1%)
•Wildlife Viewing (1%)
•Parks: National/ State (6%)
Outdoor Sports
4% •Boating/ Sailing (1%)
•Fishing (1%)
•Hiking (0%)
•Biking (0%)•Tennis (0%)
•Water Sports (0%)
•Snow/ Winter Sports (0%)
•Extreme Sports (1%)
•Golfing (1%)•Hunting (0%
General
36%
•Shopping (21%)
•Medical/ Health/ Doctor Visit (1%)•Religious/ Faith Based Event (1%)
•Other Activities (1%)
ACTIVITY PARTICIPATION
Libation and Culinary
29%
69
Top Activities at the Destination
Chart 48 • Segment: 2017 Total Stays (%) • Louisiana N = 1,636 household count
Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay
ACTIVITY PARTICIPATION
Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Culinary/Dining Experience 22 28 34 17 32 16 22 47
Visit Friends/Relatives (general visit) 26 24 19 30 39 20 30 32
Shopping 20 23 26 31 13 19 21 35
Gambling (slots, cards, horses, etc.) 5 17 10 6 2 53 48 2
Live Music 6 14 21 9 7 14 16 2
Historic Sites 8 11 25 3 4 0 1 3
Nightlife (bar, nightclub, etc.) 7 10 18 2 8 2 16 3
Touring/Sightseeing 9 9 16 4 6 11 2 2
Business/Work 8 7 9 1 3 7 0 26
Parks (national/state, etc.) 8 6 9 3 5 0 2 7
Festival/Fairs (state, craft, etc.) 4 6 12 1 6 0 4 1
Movies 4 6 6 5 0 17 4 8
Medical/Health/Doctor Visit 4 5 3 7 1 11 7 1
Museums, Art Exhibits, etc. 6 4 10 0 0 0 3 2
Holiday Celebration (Thanksgiving, July 4th etc.) 5 4 5 2 7 2 9 6
Amateur Sports (attend/participate) 3 4 2 11 6 0 3 2
Zoo/Aquarium 3 4 10 2 0 0 0 0
Personal Special Event 6 4 6 4 2 2 3 2
Beach/Waterfront 11 3 4 2 0 4 2 1
Professional Sports Event 2 3 6 2 0 0 1 1
Funeral/Memorial 2 3 2 3 10 1 2 2
Theater/Dance Performance 3 2 1 1 0 9 1 0
70
Total U.S. Louisiana Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Religious/Faith Based Conference 2 2 2 3 3 0 1 9
Wildlife Viewing (birds, whales, etc.) 3 1 1 0 1 0 0 0
Theme/Amusement/Water Parks 3 1 2 2 0 0 0 0
Boating/Sailing 2 1 1 2 0 0 0 0
Winery/Distillery/Brewery tours 2 1 1 0 4 0 1 0
Reunion/Graduation 2 1 1 2 2 1 1 1
Show: Boat, Car, Home 2 1 2 2 0 1 1 0
Camping 2 1 1 0 2 0 3 0
Fishing 2 1 2 1 2 0 0 1
Golfing 2 1 0 0 1 9 0 0
Wedding 1 1 1 1 4 0 2 1
Spa 1 1 0 0 0 1 0 1
Service/Volunteerism/Charity 1 1 0 0 6 0 0 0
Real Estate (buy/sell) 1 1 1 0 1 0 0 0
Extreme/Adventure Sports 1 1 1 0 0 0 0 0
Hiking 4 0 0 0 1 0 0 0
Biking 1 0 1 0 0 0 0 0
Water Sports 1 0 0 0 0 0 0 0
Eco/Sustainable Travel 1 0 0 0 0 0 0 0
Snow/Winter Sports 1 0 0 0 0 0 0 0
Tennis 0 0 1 0 0 0 0 0
Hunting 0 0 0 0 0 0 0 0Other Activity 3 4 2 16 1 3 1 4
Top Activities at the Destination
Chart 49 • Segment: 2017 Stays (%) • Louisiana N = 1,636 household count
Note that the sum of all activity participation exceeds 100% due to the engagement of more than 1 activity per stay
ACTIVITY PARTICIPATION
71
Louisiana Top 10 Activity Index
Chart 50 • Segment: 2017 Stays • Louisiana N = 1,636 household count
327
233
154137 136 133 132 127 119 118
Gambling (slots,cards, horses, etc.)
Live Music Zoo/Aquarium Historic Sites Nightlife (bar,nightclub, etc.)
Movies Festival/Fairs (state,craft, etc.)
Culinary/DiningExperience
Amateur Sports(attend/participate)
Funeral/Memorial
ACTIVITY PARTICIPATION
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
72
Louisiana Avg. Party per Stay Spending by Activities
Chart 51 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
1540
1163 1145 1128 11151060
1023
910 902 892852 828
ACTIVITY PARTICIPATION
73
Louisiana Avg. Party per Trip Spending by Activities
Chart 52 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
827 773
743 735 725 697 649 639 621 610 605 603
ACTIVITY PARTICIPATION
74
Louisiana Avg. Party per Stay Spending by Activities
Chart 53 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
603 602 594 584
528515 511
483469 462
445
Louisiana Golfing Show: Boat, Car,Home
Hunting Religious/Faith BasedConference
Personal SpecialEvent
Theater/DancePerformance
Camping Hiking Biking Holiday Celebration(Thanksgiving, July
4th etc.)
Movies
ACTIVITY PARTICIPATION
75
Louisiana Avg. Party per Stay Spending by Activities
Chart 54 • Segment: 2015-2017 Stays ($) • Louisiana N = 4,879 household count
410
443 435
377357 349
335322 316
194
90
ACTIVITY PARTICIPATION
76
Louisiana Activity Comparison
Chart 55 • Segment: 2015-2017 Total (%) • Louisiana N = 4,879 household count
26
23
21
17
14
11
10
9
9
6
6
6
5
41
20
35
24
29
30
28
7
25
7
3
17
11
Culinary/Dining Experience
Visit Friends/Relatives (general visit)
Shopping
Gambling (slots, cards, horses, etc.)
Live Music
Nightlife (bar, nightclub etc.)
Historic Sites
Business/Work
Touring/Sightseeing
Holiday Celebration
Medical/Health/Doctor Visit
Museums, Art Exhibits etc.
Festival/Fairs (state, craft, etc.)
Stays Based Trip-Dollars Based
ACTIVITY PARTICIPATION
77
Louisiana Activity Comparison
Chart 56 • Segment: 2015-2017 Total (%) • Louisiana N = 4,879 household count
5
5
4
4
3
3
2
2
2
2
1
1
1
8
12
8
5
3
6
2
3
3
3
1
2
1
Personal Celebrations
Parks (national/state etc.)
Beach/Waterfront
Movies
Amateur Sports (attend/participate)
Zoo/Aquarium
Funeral/Memorial
Professional Sports Event
Religious/Faith Based Conference
Theater/Dance Performance
Biking
Boating/Sailing
Camping
Stays Based Trip-Dollars Based
ACTIVITY PARTICIPATION
78
Louisiana Activity Comparison
Chart 57 • Segment: 2015-2017 Total (%) • Louisiana N = 4,879 household count
1
1
1
1
1
1
1
1
1
1
1
2
2
1
1
2
0
2
2
2
2
2
3
Eco/Sustainable Travel
Fishing
Golfing
Hiking
Real Estate (buy/sell)
Reunion/Graduation
Service/Volunteerism/Charity
Show: Boat, Car, Home
Spa
Theme/Amusement/Water Parks
Wedding
Wildlife Viewing (birds, whales, etc.)
Winery/Distillery/Brewery Tours
Stays Based Trip-Dollars Based
ACTIVITY PARTICIPATION
79
Accommodation Type: U.S. and Louisiana
Chart 58 • Segment: 2017 Overnight Person-Stays (%) • Louisiana N = 1,345 household count
53
66
69
52
74
95
68
37
17
13
14
14
6
3
2
10
24
18
13
34
15
2
23
43
6
3
4
0
5
0
7
10
Total U.S.
Louisiana
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Hotel Other Paid Non-Hotel Friend/Relative's Home Other Overnight
ACCOMMODATION
80
Louisiana Avg. Party per Stay Spending by Accommodation Type
Chart 59 • Segment: 2015-2017 Overnight Stays ($) • Louisiana N = 4,063 household count
410
791
693
337
25
Louisiana Hotel/Motel Other Paid Non-Hotel Friend/Relative's Home Other Overnight
ACCOMMODATION
81
Louisiana Accommodation Type Comparison
Chart 60 • Segment: 2015-2017 Overnight (%) • Louisiana N = 4,063 household count
65
11
20
4
73
13 12
2
Hotel Other Paid Non-Hotel Friend/Relative's Home Other Overnight
Stays Based Trip-Dollars Based
ACCOMMODATION
82
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: 2016/2017 Person-Stays (%) • Louisiana N = 1,591/1,636 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:
2016
2017
Total U.S.
Low SatisfactionLow Value
High SatisfactionHigh Value
Low SatisfactionHigh Value
High SatisfactionLow Value
83
84
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
The chart below compares two proportions from different samples for statistical significance.
Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the resulting Z score is lower, there is no significant difference.
Significance Testing
Example:
If the car usage finding for Total travel to Louisiana is 10% in 2017 and the sample size is 1,036 using the chart to the right we can say that at the 10% level of confidence the proportion ranges between 8.7% and 11.3%.
Example:
If the Leisure travel from the Houston, TX Origin DMA to Louisiana is 10.0% in 2017 and was 7.8% in 2016, using the chart to the right, we can say that the actual proportion change is statistically significant since the resulting Z score (2.25) is larger than the table Z score (-/+1.64).
85
Total TravelSample Size
for 2017At 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%
Total U.S. 63,219 0.1% 0.1% 0.2% 0.2% 0.3%
Louisiana 1,636 0.4% 0.7% 1.1% 1.5% 2.0%
Region 1 1,036 0.5% 0.9% 1.3% 1.9% 2.5%
Region 2 175 1.2% 2.3% 3.3% 4.7% 6.2%
Region 3 99 1.6% 3.0% 4.3% 6.3% 8.2%
Region 4 117 1.5% 2.8% 4.0% 5.8% 7.6%
Region 5 138 1.4% 2.6% 3.7% 5.3% 7.0%
Region 6 91 1.7% 3.2% 4.5% 6.5% 8.6%
Data Input Sample 1 Sample 2 Resulting Z Score Z score Confidence Level
Proportion 10.0% 7.8% (+/-) 1.96 95%
Sample Size (n) 1,636 1,591 2.25 (+/-) 1.64 90%
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.
86
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.