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State Tourism - US - August 2013

“Travel marketers must consider the specific needs of different demographics when promoting state tourism. For example, understanding the unique tastes of Hispanic travelers, such as family-oriented travel and destinations and outdoor activities, will help reach this group. Similarly, anticipating the needs of women aged 18-34, who report specific preferences such as drivable destinations and travel with spouses and parents/family members, will help marketers resonate with this group. Additionally, responding to the aptitudes and preferences of the most affluent travelers will help target this important demographic, such as a higher likelihood to travel for business and the tendency to research their trips on hotel brand websites and travel review sites.”

– Fiona O’Donnell, Senior Analyst, Lifestyles and Leisure

Some issues addressed in this report include:

  • Targeting Hispanics for domestic travel
  • Appealing to Millennial women
  • Meeting expectations of affluent travelers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Mosaic Segmentation
                    • Executive Summary

                        • The market
                          • Figure 1: Expenditures by domestic tourists on tourism-related goods and services, and fan chart forecast, at current prices, 2008-18
                        • Market drivers
                          • Demographic factors
                            • Figure 2: Domestic travel for vacation or personal reasons in the past year, by marital status, age groups, and household income groups, May 2013
                          • The impact of marital status
                            • Age is a factor
                              • Wealthier consumers most likely to travel domestically
                                • The consumer
                                  • Most travel with spouses; nearly a quarter travel with kids younger than 18
                                    • Figure 3: Typical domestic travel companions, May 2013
                                  • Beaches, nature sites most likely to influence choice of destination
                                    • Figure 4: Influence of outdoor activities on destination choice, May 2013
                                  • Affordable hotels, drivable destinations factor most into travel plans
                                    • Figure 5: Influence of accommodations/travel and other activities on destination choice, May 2013
                                  • Domestic vacationers value unique experiences, local flavor
                                    • Figure 6: Unique experiences that are important in destination choice, May 2013
                                  • What we think
                                  • Issues and Insights

                                      • Targeting Hispanics for domestic travel
                                        • The issues
                                          • The implications
                                            • Appealing to Millennial women
                                              • The issues
                                                • The implications
                                                  • Meeting expectations of affluent travelers
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Trend: The Power of One
                                                            • Trend: Extend My Brand
                                                              • Mintel Futures: Old Gold
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Economic recovery increases confidence in spending on domestic travel
                                                                    • Total domestic tourism expenditures and forecast
                                                                      • Figure 7: Expenditures by domestic tourists on tourism-related goods and services, at current prices, 2008-18
                                                                      • Figure 8: Expenditures by domestic tourists on tourism-related goods and services, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 9: Expenditures by domestic tourists on tourism-related goods and services, and fan chart forecast, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Improving economy translates to increases in travel spending
                                                                          • Consumer confidence in Q2 2013 at highest level since Q3 2007
                                                                            • Figure 10: University of Michigan’s Index of Consumer Sentiment (ICS), Q1 2007-Q2 2013
                                                                          • Travel sentiment index increases alongside consumer confidence
                                                                            • Figure 11: Overall Traveler Sentiment Index, U.S., March 2007-April 2013
                                                                          • Unemployment declining slowly
                                                                            • Figure 12: U.S. unemployment and underemployment rates, January 2007-June 2013
                                                                          • Average state tourism office budgets increase—drive revenues
                                                                              • Figure 13: State Tourism Office Budgets (average), FY 2000-01 to FY 2011-12
                                                                            • Household income decline likely causing travel cutbacks
                                                                              • Fall in median household income bottoms out
                                                                                • Figure 14: Median household income, in inflation-adjusted dollars, 2001-12
                                                                              • Household income drives domestic vacation travel spending
                                                                                • Figure 15: Domestic travel in the past year, by household income, May 2013
                                                                              • Aging population benefits state tourism
                                                                                • Figure 16: U.S. population, by age, 2008-18
                                                                              • 55+ are more likely to have vacationed domestically in past 12 months
                                                                                • Figure 17: Domestic travel in the past year, by age, May 2013
                                                                            • Demographic Profile of Domestic Travelers

                                                                              • Key points
                                                                                • Nearly two thirds have traveled domestically in the last year
                                                                                    • Figure 18: Traveled more than 100 miles domestically within the past 12 months, by key demographics, January 2012-March 2013
                                                                                  • A majority travel for vacation; only 10% travel for business
                                                                                    • Figure 19: Purpose of last domestic trip of 100 miles or more within the past 12 months, January 2012-March 2013
                                                                                  • Lifestyle segments that tend to travel most
                                                                                      • Figure 20: Traveled more than 100 miles domestically within the past 12 months, by Mosaic segments, January 2012-March 2013
                                                                                    • Specific lifestyle segments report significantly more business travel
                                                                                      • Figure 21: Purpose of last domestic trip of 100 miles or more within the past 12 months, by Mosaic segments, January 2012-March 2013
                                                                                    • Region of residency factors into likelihood of domestic travel
                                                                                      • Figure 22: 10 federal regions, 2013
                                                                                      • Figure 23: Traveled more than 100 miles domestically within the past 12 months, by federal region, January 2012-March 2013
                                                                                    • Residents of Regions I and II most likely to travel for vacation
                                                                                      • Figure 24: Purpose of last domestic trip of 100 miles or more within the past 12 months, by federal region, January 2012-March 2013
                                                                                    • Florida, California, and Texas top list of most visited states in past year
                                                                                      • Figure 25: Primary destination state of any domestic trips taken within the past 12 months, by age, January 2012-March 2013
                                                                                    • Black respondents most likely to visit Florida; Asians most likely to visit California
                                                                                      • Figure 26: Primary destination state of any domestic trips taken within the past 12 months, by race/Hispanic origin, January 2012-March 2013
                                                                                    • Residents of East, Southeast, Midwest regions most apt to visit Florida
                                                                                      • Figure 27: Top five primary destination states of last domestic trip taken within the past 12 months, by 10 federal regions, January 2012-March 2013
                                                                                  • Segment Overview

                                                                                    • Key points
                                                                                      • All segments post growth from 2011-13
                                                                                        • Domestic tourism expenditures, by segment
                                                                                            • Figure 28: Expenditures by domestic tourists on tourism-related goods and services, by segment, 2011 and 2013
                                                                                            • Figure 29: Expenditures by domestic tourists on tourism-related goods and services, by segment, 2008-18
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Transportation leads market with 41.5% share, but grows slowly
                                                                                              • Figure 30: Expenditures by domestic tourists on tourism-related transportation (including gasoline), at current prices, 2008-18
                                                                                            • Accommodations account for nearly 20% of the market
                                                                                              • Figure 31: Expenditures by domestic tourists on tourism-related accommodations, at current prices, 2008-18
                                                                                            • Food services and drinking places comprise close to 15% share
                                                                                              • Figure 32: Expenditures by domestic tourists on tourism-related food services and drinking places, at current prices, 2008-18
                                                                                            • Entertainment and recreation accounts for about 10% of the market
                                                                                              • Figure 33: Expenditures by domestic tourists on tourism-related entertainment and recreation, at current prices, 2008-18
                                                                                            • Other tourism-related products and services worth about $105 billion
                                                                                              • Figure 34: Expenditures by domestic tourists on other tourism-related other goods and services, at current prices, 2008-18
                                                                                          • Marketing Strategies

                                                                                            • Overview
                                                                                              • Print, online dominate share of destination marketing budget allocations
                                                                                                • Figure 35: Destination marketing organization leisure marketing budget allocation, 2012
                                                                                              • Hawaii, California, Illinois top state tourism marketing budgets in 2012
                                                                                                • Figure 36: State tourism office budgets, FY2010-11 and FY2011-12
                                                                                              • State tourism marketing slogans
                                                                                                • Figure 37: State tourism marketing slogans, 2012
                                                                                              • Select states’ tourism strategies
                                                                                                • Hawaii: Islands of Aloha
                                                                                                  • Print ads
                                                                                                    • TV presence
                                                                                                      • California: Find Yourself Here
                                                                                                        • Website
                                                                                                          • Figure 38: California tourism webpage, 2013
                                                                                                        • TV presence
                                                                                                          • Figure 39: California travel television ad, 2013
                                                                                                        • Illinois: Mile After Magnificent Mile
                                                                                                          • Figure 40: Illinois tourism webpage, 2013
                                                                                                        • TV presence
                                                                                                          • Figure 41: Illinois travel television ad, 2013
                                                                                                        • Florida: Must be the sunshine
                                                                                                          • Figure 42: Florida tourism webpage, 2013
                                                                                                        • Print ads
                                                                                                          • TV presence
                                                                                                            • Figure 43: Florida travel television ad, 2013
                                                                                                          • Texas: It’s Like a Whole Other Country
                                                                                                            • Figure 44: Texas tourism website, 2013
                                                                                                          • Print ads
                                                                                                            • TV presence
                                                                                                              • Figure 45: Texas travel television ad, 2013
                                                                                                            • Michigan: Pure Michigan
                                                                                                              • Figure 46: Pure Michigan website, 2013
                                                                                                            • Print ads
                                                                                                              • Figure 47: Michigan’s Upper Peninsula print ad, 2013
                                                                                                            • TV presence
                                                                                                              • Figure 48: Michigan travel television ad, 2013
                                                                                                            • Montana: Get Lost
                                                                                                              • Figure 49: Montana Chicago transit poster ads, 2013
                                                                                                            • Print ads
                                                                                                              • Virginia Is For Lovers
                                                                                                                • Connecticut: Still Revolutionary
                                                                                                                  • Wisconsin: Picture the Fun
                                                                                                                  • Domestic Travel in the Past Year

                                                                                                                    • Key points
                                                                                                                      • Nearly two thirds traveled domestically for vacation in the past year
                                                                                                                        • Figure 50: Domestic travel in the past year, by age, May 2013
                                                                                                                      • Domestic travel increases with household income
                                                                                                                        • Figure 51: Domestic travel in the past year, by household income, May 2013
                                                                                                                      • Married respondents most likely to travel domestically
                                                                                                                        • Figure 52: Domestic travel in the past year, by marital/relationship status, May 2013
                                                                                                                    • Typical Domestic Travel Companions

                                                                                                                      • Key points
                                                                                                                        • Most respondents report traveling with spouse
                                                                                                                          • Figure 53: Typical domestic travel companions, by gender, May 2013
                                                                                                                        • 55+ most likely to travel with spouses; 25-54 most likely to bring kids
                                                                                                                            • Figure 54: Typical domestic travel companions, by age, May 2013
                                                                                                                          • Women aged 18-54 travel with spouse more than men aged 18-54
                                                                                                                            • Figure 55: Typical domestic travel companions, by gender and age, May 2013
                                                                                                                          • Travel with spouses increases with household income
                                                                                                                            • Figure 56: Typical domestic travel companions, by household income, May 2013
                                                                                                                        • Travel Planning Resources

                                                                                                                          • Key points
                                                                                                                            • Most use online resources when planning domestic travel
                                                                                                                                • Figure 57: Travel planning resources, online vs. offline, May 2013
                                                                                                                              • Seniors least likely to research travel
                                                                                                                                • Figure 58: Travel planning resources, by age, May 2013
                                                                                                                              • $100K+ households most likely to use online sources for travel planning
                                                                                                                                • Figure 59: Travel planning resources, by household income, May 2013
                                                                                                                              • Presence of children means higher rate of travel resource use
                                                                                                                                • Figure 60: Travel planning resources, by presence of children in household, May 2013
                                                                                                                            • Influence of Outdoor Activities on Destination Choice

                                                                                                                              • Key points
                                                                                                                                • Beaches and nature sites most likely to influence destination choices
                                                                                                                                    • Figure 61: Influence of outdoor activities on destination choice, by age, May 2013
                                                                                                                                  • Presence of children significantly influences destination choices
                                                                                                                                    • Figure 62: Influence of outdoor activities on destination choice, by presence of children in household, May 2013
                                                                                                                                • Influence of Accommodations/travel and Other Activities on Destination Choice

                                                                                                                                  • Key points
                                                                                                                                    • Affordable hotels, shopping influence travel destination choices
                                                                                                                                        • Figure 63: Influence of accommodations/travel and other activities on destination choice, by age, May 2013
                                                                                                                                      • Less affluent say ability to stay with friends is important
                                                                                                                                        • Figure 64: Influence of accommodations/travel and other activities on destination choice, by household income, May 2013
                                                                                                                                    • Factors Important in Destination Choice

                                                                                                                                      • Key points
                                                                                                                                        • Local scenery, unique experiences top list of important vacation factors
                                                                                                                                            • Figure 65: Factors important in destination choice, May 2013
                                                                                                                                          • Seniors least likely to consider a range of factors in choosing destination
                                                                                                                                            • Figure 66: Factors important in destination choice—any important, by age, May 2013
                                                                                                                                          • Lower-income travelers most apt to consider local food, art, kid-friendly
                                                                                                                                            • Figure 67: Factors important in destination choice—any important, by household income, May 2013
                                                                                                                                          • Households with kids influenced to choose destination by many factors
                                                                                                                                            • Figure 68: Factors important in destination choice—any important, by presence of children in household, May 2013
                                                                                                                                        • Tourism Advertising and Influence

                                                                                                                                          • Key points
                                                                                                                                            • Half of respondents may have seen ads, but only a quarter are influenced
                                                                                                                                              • Figure 69: Types of tourism advertising seen and influence on choosing state, May 2013
                                                                                                                                            • As respondents age, they are less likely to have seen travel ads
                                                                                                                                              • Figure 70: Tourism advertising seen, by age, May 2013
                                                                                                                                            • Most affluent least likely to report seeing travel ads
                                                                                                                                              • Figure 71: Tourism advertising seen, by household income, May 2013
                                                                                                                                            • Respondents with children most likely to have seen travel ads
                                                                                                                                              • Figure 72: Tourism advertising seen, by presence of children in household, May 2013
                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Blacks, Hispanics least likely to report domestic travel
                                                                                                                                                • Figure 73: Domestic travel in the past year, by race/Hispanic origin, May 2013
                                                                                                                                              • Blacks, Hispanics look to save money by staying with family/friends
                                                                                                                                                • Figure 74: Influence of accommodations/travel and other activities on destination choice, by race/Hispanic origin, May 2013
                                                                                                                                              • Blacks, Hispanics more apt to consider a range of factors for travel
                                                                                                                                                • Figure 75: Factors important in destination choice—any important, by race/Hispanic origin, May 2013
                                                                                                                                              • Blacks, Hispanics more likely to have seen travel ads of all types
                                                                                                                                                • Figure 76: Tourism advertising seen, by race/Hispanic origin, May 2013
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • Domestic travel in the past year
                                                                                                                                                • Figure 77: Domestic travel in the past year, by gender and age, May 2013
                                                                                                                                                • Figure 78: Domestic travel in the past year, by employment, May 2013
                                                                                                                                                • Figure 79: 10 federal regions, 2013
                                                                                                                                                • Figure 80: Domestic travel in the past year, by standard federal region, May 2013
                                                                                                                                                • Figure 81: Domestic travel in the past year, by standard federal region, May 2013
                                                                                                                                              • Typical domestic travel companions
                                                                                                                                                • Figure 82: Typical domestic travel companions, by marital/relationship status, May 2013
                                                                                                                                                • Figure 83: Typical domestic travel companions, by presence of children in household, May 2013
                                                                                                                                              • Travel planning resources
                                                                                                                                                • Figure 84: Travel planning resources, by gender, May 2013
                                                                                                                                                • Figure 85: Any planning resources, by marital/relationship status, May 2013
                                                                                                                                              • Influence of outdoor activities on destination choice
                                                                                                                                                • Figure 86: Influence of outdoor activities on destination choice, by gender and age, May 2013
                                                                                                                                                • Figure 87: Influence of outdoor activities on destination choice, by household income, May 2013
                                                                                                                                                • Figure 88: Influence of outdoor activities on destination choice, by marital/relationship status, May 2013
                                                                                                                                              • Impact of race and Hispanic origin
                                                                                                                                                • Figure 89: Typical domestic travel companions, by race/Hispanic origin, May 2013
                                                                                                                                                • Figure 90: Travel planning resources, by race/Hispanic origin, May 2013
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • The Kroger Co.

                                                                                                                                              State Tourism - US - August 2013

                                                                                                                                              US $3,995.00 (Excl.Tax)