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Alexandria CVA Visitor Profile. Table of Contents. Purpose, TravelsAmerica Topics, and Research Methods 3 Executive Summary 8 Detailed Findings 14 Overall: Market and Purpose 15 Trip Volume 16 Trip Purpose 17 Overnight Visitors 18

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Table of contents l.jpg
Table of Contents

Purpose, TravelsAmerica Topics, and Research Methods 3

Executive Summary 8

Detailed Findings 14

  • Overall: Market and Purpose 15

    • Trip Volume 16

    • Trip Purpose 17

    • Overnight Visitors 18

  • Market: Alexandria, Northern Virginia, Washington DC 21

    • Source, Purpose, Mode 22

    • Travel Party Composition, Spending, Activities 25

    • Top Hotel Brands 28

    • Planning 29

    • Demographics and Psychographics 31

  • Purpose: Alexandria Visitors: Business vs. Leisure 34

    • Source, Purpose, Mode 35

    • Travel Party Composition, Spending, Activities 38

    • Top Hotel Brands 41

    • Planning 42

    • Demographics and Psychographics 44

  • Appendix 28


Purpose travelsamerica topics research methods l.jpg

PurposeTravelsAmerica TopicsResearch Methods


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  • To more fully understand visitors to Alexandria and to help guide marketing efforts, TNS provides the Alexandria Convention and Visitors Association with TravelsAmerica results that:

    • Profiles Leisure vs. Business Travelers: Includes general demographics, psychographics, and source (from where do they come)

    • Indicates Trip Behaviors: Reviews trip choices such as overnight stays, spending, mode of travel (getting to Alexandria), travel companions, planning resources used, and activity choices

    • Estimates Visitor Volume/Volume Projections: TNS carefully weights US households by several factors to reliably assess the number of visitors

    • Compares Alexandria to Washington DC and Northern Virginia: Measure differences among visitors to these three destinations

Purpose for Alexandria, VA


Purpose of travelsamerica l.jpg

  • TravelsAmerica provides trip information to the travel industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

    • Visitor Profiles: Substantial demographic, psychographic, and geographic (from where do they come?) information is available to assess characteristics of visitors to various US destinations

    • Volume Projections: With careful attention to survey outgo and returns (noted in the research methods), TNS statisticians weight US households by several factors to reliably assess the number of visitors to specific destinations

    • Trip Characteristics: Destination promoters can determine why people come (business or leisure), how they get there (transportation), with whom they travel, how long and where they stay, what they do (activity choices), how much they spend, and what resources they used to plan and book the trip

    • Market Share: Because TravelsAmerica includes worldwide selections, destinations can determine their (and their competitors) real market share of all trips taken by US household members – worldwide or limited to those within the United States

    • Measurement: The projected visitation (Q4a and Q4d) counts all household members in the travel party and the most recent three trips taken in a month (if more than three trips are taken, all trips are assigned a multiple to account for additional trips, up to 10). Not counted are those in the travel party who are not members of the respondents’ household, because technically, those should be counted within another household

Purpose of TravelsAmerica


Travelsamerica topics l.jpg
TravelsAmerica Topics industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

  • Designed and updated annually as a collaborative effort between travel and TNS professionals, this TNS TravelsAmerica syndication tracks trip behaviors, specifically:

    • Number of trips taken, including both household and person-trips in the past month

    • Trip purpose (business or leisure)

    • Transportation used

    • Travel party members – household and non-household

    • Number of nights (if any)

    • States and cities visited

    • Accommodations

    • Spending levels by category (transportation, lodging, food, entertainment, etc.)

    • Activities

    • Planning cycle

    • Resources for researching and booking travel

    • Satisfaction

  • Initiated in July 2005, the online survey draws a representative sample from TNS’ 6th dimension US Panel. Data are prepared quarterly and annually twice per year (for both fiscal and calendar years)

  • Results are trended as appropriate


Travelsamerica research methods l.jpg

  • Through its 6 industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:th dimension US Panel (over 1 million households), TNS queries 38,000 US residents about all trips taken in the prior month – so February email invitations collect information about trips taken in January – whether for business, leisure, personal business, or combination of business and leisure. Specifically:

    • Response Rate: Enforced response rate of 45% -- sending reminders as necessary.

    • Balanced Outgo: Using the most up-to-date Census criteria (adjusted in March each year), e-mail invitations are balanced on household size, market size, income, marital status, family age, household type (family, non-family male, non-family female), presence of children, race, state, top 25 CBSA (cities).

    • Balancing Returns: Returns typically come back representative of reality and the demo-weight (sometimes referred to as respondent weight) accurately takes care of anything out of line

    • Volume Weights: TNS statisticians apply US household volume weights to data (divided by 1,000 to keep the numbers more manageable) to generate volume counts. In addition to overall volume, the weights include adjustments for these demographics factors: family age, household size, marital status, household income, and state. These demographics are fit proportionately within region, except for state.

    • Trip Multiplier: The survey tracks information on the last three trips during a month, but if the respondent takes five trips, trips for that respondent are weighted by 1.67 (5 divided by 3). This trip multiplier calculation began in Q2, 2006, thus, FY 2006 and CY 2006 will not sum exactly to the quarters within it.

    • Person-Trips: Volume in the TravelsAmerica data (Q4a and Q4d) also includes the number in the travel party (up to 20). If three people in your household travel on a particular trip, the volume for that trip is multiplied by three. It does not include those in the travel party who are not members of the respondents’ household, because technically, those should be counted within another household.

    • Levels of Data: There are three levels of information reported by respondents:

      • Household Level: This level is weighted only by the factor needed to make respondents’ households representative of their group within the US – whether projected to total US population or not

      • Trip Level: Trip information – this factor expands the household level weight by the number of TRIPS taken. For person-trips, the number expands by the number of household members plus the trip multiplier if number of trips >3

      • State Level: Within each state, respondents list the cities that they visit on a specific trip). The count for any particular state remains the same as the Trip Level count, but multiple cities may get a count for that trip

TravelsAmerica Research Methods


Executive summary l.jpg

Executive Summary industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:


Key insights l.jpg
Key Insights industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

  • Overview/Abstract:

  • As a destination, Alexandria attracts a healthy level of visitors with the upscale characteristics needed to sustain it through the current economic uncertainty. With more than 3 million annual visitors, most (76%) spend the night and each travel group leaves almost $800 in the city ($794).

  • The Alexandria visitor is an engaged, well-informed visitor. They are comfortable using a variety of information sources as they develop their consideration set of potential destinations – two thirds (65%) plan at least 1 month ahead of their trip. They find and consult more “official” materials than the average traveler (destination websites and printed materials) so promoters should ensure that these sources reflect Alexandria’s features and entice potential visitors to discover it for themselves.

  • The upscale nature of the Alexandria visitor appears not only in income and education, but also in the activity choices pursued – with a heavy tilt towards historical and cultural interests. Plus, compared to average US travelers, they participate in an above average number of activities (3.2 vs. 2.2). So, again, the Alexandria visitor is engaged, curious, and active.

  • The psychographic preferences also reflect these traits – they seek information, like to explore new places, and influence others. Their traits merit close observation and measurement of what they are saying about Alexandria because friends and family frequently solicit their advice.

  • Promoters may consider observing and measuring word-of-mouth (WOM) opinions about Alexandria through social media – these impact how Alexandria stories are told, can lead to product and service innovations, determine motivators, and also uncover barriers and obstacles to Alexandria visitation.


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Executive Summary industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

Origin DMAs

  • The 3.3 million annual visitors to Alexandria arrive from New York (11%), Washington DC (9%), Philadelphia (5%). However, the origin varies by purpose. Leisure visitors come from these same markets, but businesspeople come from business centers, both locally (Washington DC and Norfolk) and distantly: NYC, Baltimore, Los Angeles, and Chicago.

  • Leisure visitors (68% of all visitors) to Alexandria visit friends/relatives (70%) followed by entertainment/sightseeing (38%). Business travelers (27% of all visitors) usually intend to conduct general business (53%) or attend a convention/conference/seminar (36%).

  • Alexandria visitors (36%) arrive by air twice as often as average travelers, trailing Washington DC (51%), but leading Northern Virginia (28%) which, in turn, also markedly surpasses the national average (18%). Alexandria business visitors fly to the city twice as often as leisure (56% vs. 29%) visitors.

Purpose of Trip

Air Travel:

Transportation


Slide11 l.jpg

Executive Summary industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

Overnight Visitors

  • Most (76%) visitors spend the night and the proportion differs little by market (Alexandria, Washington DC, or Northern Virginia) or by purpose (leisure or business). However, Alexandria business travelers tend to stay longer (4.3 nights vs. 3.5 nights for leisure travelers).

    However, use of paid accommodations (hotels/motels/B&Bs) varies substantially by market and purpose. By market, a little more than half (56%) of Alexandria visitors pay for a guest room, similar to Northern Virginia (60%), but trailing Washington DC (77%). By purpose, business travelers purchase a guest room much more often than leisure travelers (76% vs. 49%). Consequently, although business travelers represent only a quarter (27%) of all Alexandria visitors, they account for a third (33%) of all nights and almost half (48%) of all paid nights.

  • The average party size to Alexandria (3.2) and Northern Virginia (3.3) exceeds Washington DC (3.0), impacted by a larger proportion of business travelers to Washington DC. Most Alexandria business travelers arrive alone (68%), in contrast to far fewer leisure travelers (25%).

Top Hotel Brads

Average Travel

Party Size


Slide12 l.jpg

Executive Summary industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

Trip Spending

  • Capturing fewer travel dollars than nearby competitors ($794 vs. $1,057 Northern Virginia and $954 Washington DC), Alexandria travel parties spend considerably more than the national average ($634), impacted by air travel, larger travel parties, high incomes, and longer stays.

  • Alexandria visitors participate in an additional activity compared to the national average (3.2 vs. 2.2 activities), consistent with higher spending and longer stays. Similar to the competitive Washington DC and Northern Virginia markets, visitors tend to make upscale historical and urban activity choices, selecting these much more often than average travelers: fine dining, museums, historic sites, urban sightseeing, state/national parks, art galleries, and old homes/mansions.

  • Compared to total US travelers, Alexandria and its nearby competitors tend to be younger (44 Alexandria vs. 46 US average), more affluent ($77,000 vs. $62,000 household incomes), and more formally educated (30% vs. 20% college graduates).

Activities

Demographics


Slide13 l.jpg

Executive Summary industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:

Planning Horizon

  • Two thirds of Alexandria visitors (65%) consider the destination for at least a month before visiting – similar to Washington DC and Northern Virginia visitors. In contrast, visitors elsewhere in the US appear much more spontaneous – overall, more than a third (35%) consider a destination for less than two weeks compared to only one in five (21%) Alexandria visitors.

  • Alexandria visitors use multiple sources, apparently comfortable with the information gathering process and use all listed sources (except “own experience”) to a much greater degree than average US travelers. Further, more of them use most of these sources than visitors to Washington DC or Northern Virginia. Leading resources include the collective (net) online sources, word-of-mouth (friends/relatives), and their own past experience, but more of them also consult destination printed materials and official destination websites than other visitors.

  • Compared to average US travelers (and to a lesser degree, to Washington DC and Northern Virginia), Alexandria visitors tend to be more: environmentally concerned, influential on others, ethically minded, information savvy, and community minded. They also willingly pay more or go to more trouble to achieve original, genuine, and authentic experiences – and they like to be the first to find a great travel experience.

Planning Sources

Psychographic

Traits


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Detailed Findings industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:


Overall market and purpose l.jpg

Overall: industry. Each month, TNS conducts over 10,000 Internet-based interviews among past 12-month travelers who have traveled more than 50 miles from their homes (excluding commuters). From this sample, past-month trip data from 4,500+ travelers provides more detailed insights. Key elements to the research include:Market and Purpose


Trip volume alexandria vs competitors l.jpg

Within Virginia, travelers often choose to visit southern destinations:

  • With 30 million annual visitors in FY 2006/2007*, Virginia visitors most often select southern Virginia cities: Richmond, Williamsburg, and Virginia Beach

  • Alexandria places fourth in visitation among Virginia cities

  • It leads other Northern Virginia areas (Arlington, Fairfax, and Manassas)

  • Washington DC claims more visitors than any single Virginia city

Trip Volume: Alexandria vs. Competitors

Visitors (FY 2006/2007*) to Selected Virginia Cities

TNS’ TravelsAmerica provides estimated visitation to a city within a given state, projected to the total U.S. household level.  For Alexandria and Arlington visitation estimates, responses include visitors to State of Virginia and the District of Columbia, who in turn, visited Alexandria and/or Arlington.  For example, visitation to Alexandria for FY 2006 and FY 2007 is approximately 3.3 million visitors.  (The sum of visitors to Alexandria by way of Virginia, 3.562 million in 2006/2007 plus visitors to Alexandria by way of Washington DC, 3.094 million, divided by two since the data cover two calendar years: Total = 6.656 million/2 years = 3,328,000).

Please indicate the US state(s) visited (Person Trips)

*FY 2006 and FY 2007 combined; divided by 2 for an average of the two years; Alexandria and Arlington includes the sums that appear in both Virginia and Washington DC “states”


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Composition of Visitors – Business vs. Leisure destinations:

Alexandria visitors come for pleasure:

  • Two-thirds of travelers to Alexandria (68%) come for leisure, similar to Northern Virginia (70%)

  • In contrast, half (47%) of Washington DC’s visitors come for business reasons

Proportion of Business vs. Leisure Visitors

n= 163K 719 500 384

Primary Purpose of Trip


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Overnight Visitation: All Visitors destinations:

Roughly three-quarters of travelers stay overnight:

  • Little difference appears between Northern Virginia and Alexandria

  • Little difference appears between Alexandria’s business and leisure visitors

  • However, Washington DC leisure visitors more often just spend the day (35%) than Alexandria (22%) or Northern Virginia visitors (20%)

Who Stays Overnight

Business: 82% O/N; 18% Day 80% O/N; 20% Day

Leisure: 65% O/N; 35% Day 80% O/N; 20% Day

Abridged: Please specify visits that include at least one overnight stay.


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Of total nights spent at destination: destinations:

  • Washington DC visitors, who are more likely to be business than leisure travelers, pay for most of their nights there

  • Somewhat more than half of nights spent in Alexandria (56%) and Northern Virginia (60%) are in hotels/motels/B&Bs

  • Business travelers usually pay for overnights (86% Washington DC; 80% Northern Virginia; 76% Alexandria)

  • Leisure travelers, especially, more often pay in DC (63%) than in Northern Virginia (49%) or Alexandria (51%)

Paid Accommodations: Overnights

Overnights Paid (Hotel/Motel/B&B)

3.3 3.1 4.1 3.7 3.5 4.4 Total Overnights

Business: 86% Paid 80% Paid

Leisure: 63% Paid 49% Paid

Abridged: Please specify visits that include at least one overnight stay.


Overnight visits by business vs leisure l.jpg
Overnight Visits by Business vs. Leisure destinations:

From another viewpoint – business travelers disproportionately add to overnight stays:

  • Business travelers tend to stay longer in Virginia than leisure travelers – so although business travelers represent only a quarter (27%) of all Alexandria visitors, they account for a third (33%) of all nights

  • The shift increases when limited to paid nights (hotel/motel/B&B); business travelers account for almost half (48%) of all paid nights

Traveler Contribution to Overnight Stays

Abridged: Please specify the number of nights you stayed.

Note: Alexandria and Northern Virginia include all nights in Virginia, but must have visited Alexandria for Alexandria and must have visited Northern Virginia for Northern Virginia.


Market alexandria northern virginia washington dc l.jpg

Market: destinations:Alexandria, Northern Virginia, Washington DC


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Market: Source of Visitors destinations:

Alexandria draws heavily from Eastern cities:

  • Overall, Alexandria attracts a quarter of its visitors from three cities – NYC, DC, and Philadelphia

  • Alexandria and Northern Virginia draw visitors from the same areas – and both entice Washington DC residents to take a nearby trip to their areas

Origin of Visitors – Top DMAs

40% 40% 41% These Markets = % of Total

Top Feeder Markets to Alexandria – 3%+


Market purpose of travel l.jpg

Leisure motivates most travelers: destinations:

  • Overall, most people travel for pleasure (80% leisure; 18% business; 8% personal business). Visits with family, friends, and relatives (VFR) account for the largest share – more so for Alexandria (53%) and Northern Virginia (54%) visitors than the US as a whole (48%) and double the rate for Washington DC visitors (28%)

  • Instead, those visiting Washington DC are much more likely to be business travelers (50% vs. 32% Alexandria) and less likely leisure travelers (55% vs. 73% Alexandria) than visitors to other areas

  • Alexandria visitors hosts nearly twice as many business travelers as the national average (32% vs. 18%)

  • Alexandria visitors choose entertainment/sightseeing (28%) as a leisure activity slightly more often than travelers to the other key competitive markets (24% - 25%)

Market: Purpose of Travel

Motivating Factors for Visit

Please select all purposes for trips . . . ?

Note: Respondents could select both personal and business reasons and may sum to more than 100%


Market primary mode of transportation l.jpg
Market: Primary Mode of Transportation destinations:

Travel mode varies by destination:

  • Impacted by its large proportion of business travelers, Washington DC visitors are nearly three times more likely to fly than average US travelers

  • Alexandria visitors (36%) arrive by air twice as often as average travelers, trailing Washington DC (51%), but leading Northern Virginia (28%) which, in turn, also markedly surpasses the national average (18%)

Primary Mode to City

Which of the following was the primary mode of transportation for the month of …?


Market travel party and children l.jpg

Travelers typically travel with at least one other person (71%):

  • Again impacted by the high proportion of business travelers, Washington DC visitors are most likely of these markets to travel solo (49%); Alexandria and Northern Virginia visitors also arrive alone more often than most US travelers

  • A quarter (23%) of Alexandria visitors travel with children under the age of 18

  • In comparison, Washington DC visitors less often travel with children (consistent with business travel), but when they do visit for leisure they bring their families (highest number of children)

Market: Travel Party and Children

Number in Travel Party

Avg. # in Travel Party: 2.9 3.0 3.3 3.2

Percent with Children

Avg. # Children (If Any): 2.2 3.6 3.0 3.3

Number of travel party members ages over 18

How many were children under the age of 18 on your most recent leisure trip to . . .

INCLUDES ALL TRAVEL PARTY MEMBERS – whether in household or not


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Market: Travel Party Spending (71%):

Although Alexandria visitors’ travel party spending places below that of visitors to Washington DC and Northern Virginia, it substantially exceeds the national average ($794 vs. $572).

Travel Party Spending (If Any*)

Please indicate the total dollar amount spent by your travel party?

* Excludes zero


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Alexandria (and Northern Virginia) visitors pursue more activities than average travelers. For Alexandria and nearby competitors, historical and urban interests exceed the national norms:

  • Fine dining, museums, and historic sites are top three activities of Alexandria visitors

  • Washington DC visitors claim higher interest in museums than Alexandria and Northern Virginia visitors

  • Of the leading Alexandria activities, only shopping is a leading activity nationally; fine dining merits a secondary mention

Market: Top Activities Pursued

Top Activities Pursued, Ranked by Alexandria Visitors

Number of Activities Participated by Visitors to:

Total US 2.2

Washington DC 2.7

Northern Virginia 3.2

Alexandria 3.2

Please select all activities/attractions you visited?


Market planning horizon l.jpg

Alexandria (and nearby competitors) visitors plan ahead: activities than average travelers. For Alexandria and nearby competitors, historical and urban interests exceed the national norms:

  • Two thirds of Alexandria visitors (65%) consider the destination for at least a month before visiting – similar to Washington DC and Northern Virginia visitors

  • Trips elsewhere in the US appear much more spontaneous – overall, more than a third (35%) spend less than two weeks considering a destination compared to only one in five (21%) Alexandria visitors

Market: Planning Horizon

Trip Planning Cycles – Consider Visiting . . .

Please indicate how far in advance you considered traveling to …?


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Travelers have a variety of information sources available: activities than average travelers. For Alexandria and nearby competitors, historical and urban interests exceed the national norms:

  • Alexandria visitors use multiple sources, apparently comfortable with the information gathering process

  • More Alexandria visitors use most of these sources than visitors to Washington DC or Northern Virginia and to a much greater degree than average US travelers

  • Collectively, (NET) online sources lead all other information types for Alexandria, Washington DC, and Northern Virginia

  • Word of mouth (friends/relatives) and their own past experience duel as the second place information source

  • Alexandria CVA visitors more often consult destination printed materials and official destination websites than others

  • More Washington DC visitors have the aid of corporate travel departments since a higher proportion go there for business

Market: Information/Planning Sources

Information/Planning Sources Used (5%+), Ranked by Alexandria

Which of the following information/planning sources did you use for your trip to . . .?


Market demographics l.jpg

Alexandria, Washington DC, and Northern Virginia visitors differ from those to other destinations:

  • Alexandria and its nearby competitors (31% - 33%) attract more younger visitors other destinations (26%)

  • Alexandria and Northern Virginia draw very similar age groups, while Washington DC (many traveling for business) draws more heavily in the 35-54 age range

  • Washington DC visitors lead household income; Northern Virginia and Alexandria follow – far ahead of the national average

Market: Demographics

Age of Visitors

Average Age: 45.8 42.7 45.3 43.7

Household Income

Average Income (000):

$62.3 $89.5 $77.7 $76.9

Please indicate your age.

Which of the following best describes your total annual household income from all sources?


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Market: Demographics differ from those to other destinations:- continued

Visitors to Alexandria and its nearby competitor destinations have attained much greater formal education than the national average; nearly a third have completed college (4-years+).

Percent College Graduates

What was the last grade of school you completed?

Includes both male and female head of household educational attainment


Market travel psychographics l.jpg

Alexandria visitors differ from average US travelers on several psychographic travel fronts:

  • Compared to average US travelers (and to a lesser degree, to Washington DC and Northern Virginia), Alexandria visitors tend to be more:

    • Environmentally concerned

    • Influential on others

    • Concerned about company ethics

    • Information savvy

    • Willing to pay more or go to more trouble to achieve original, genuine, and authentic experiences – and they like to be the first to find a great travel experience

    • Community minded.

Market: Travel Psychographics

Psychographic Traits (Top Two Scores), Ranked by Alexandria Visitors

Listed below are a few comments that other people have made about themselves. For each one, please indicate how well it describes you?


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Purpose: several psychographic travel fronts:Alexandria Visitors: Business vs. Leisure


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Alexandria draws heavily from Eastern cities: several psychographic travel fronts:

  • Overall, Alexandria attracts a quarter of its visitors from three cities – NYC, DC, and Philadelphia

  • Because they represent such a large share of visitors, leisure travelers to Alexandria follow the same pattern as overall travelers

  • However, business travelers, in addition to local businesspeople from Washington DC and Norfolk, more often arrive from the larger cities where large businesses cluster – with a disproportionate share arriving from NYC, Baltimore, Los Angeles, and Chicago

Purpose: Source of Visitors

Origin of Visitors – Top DMAs

41% 39% 45% These Markets = % of Total

Top Feeder Markets to Alexandria – 5%+ for Either Leisure or Business


Purpose all purposes to visit alexandria l.jpg

Visitors usually come to Alexandria for leisure: several psychographic travel fronts:

  • Overall, most travelers visit Alexandria for pleasure (73% leisure; 32% business – some travel for both reasons). Of those, most (70%) visit family, friends, and relatives (VFR)

  • Entertainment/sightseeing draws more than a third of the leisure visitors (38%)

  • Business people usually (53%) come for general business purposes, but more than a third attend a convention, conference, or seminar (36%)

Purpose: All Purposes to Visit Alexandria

Motivating Factors for Visit

Please select all purposes for trips . . . ?


Purpose primary mode of transportation l.jpg
Purpose: Primary Mode of Transportation several psychographic travel fronts:

Travel mode varies by trip purposes:

  • Alexandria business visitors fly to the city twice as often as leisure (56% vs. 29%) visitors

  • Business flyers consistently arrive by air more often than leisure visitors in the other markets as well

Primary Mode to City

Total Air Leisure Air Business Air

Washington DC: 51% 36% 70%

Northern Virginia: 28% 22% 47%

Which of the following was the primary mode of transportation for the month of …?


Purpose travel party and children l.jpg

As expected: several psychographic travel fronts:

  • Alexandria business travelers usually arrive solo (68%); only a few (7%) bring children

  • Leisure travelers typically do not (25%) travel alone

  • Nearly a third of Alexandria’s leisure visitors bring their children (30%)

Purpose: Travel Party and Children

Number in Travel Party

Avg. # in Travel Party: 3.2* 3.4 3.3

Percent with Children

Avg. # Children (if Any): 3.3 2.3 2.6

Number of travel party members ages over 18. How many were children under the age of 18 on your most recent leisure trip to . . .

INCLUDES ALL TRAVEL PARTY MEMBERS – whether in household or not.

*Those on Personal Business not counted as either Business or Leisure


Purpose travel party spending l.jpg
Purpose: Travel Party Spending several psychographic travel fronts:

Impacted by longer stays and types of hotels selected, business traveler spending exceeds leisure traveler spending by more than a third.

Travel Party Spending (If Any)

Please indicate the total dollar amount spent by your travel party?


Purpose top activities pursued l.jpg
Purpose: Top Activities Pursued several psychographic travel fronts:

Alexandria leisure visitors pursue more activities than business travelers:

  • Leisure travelers engage in an average of 1.4 more activities than business travelers (3.7 vs. 2.3), enjoying each of the listed activities to a much greater degree than business travelers

  • The one exception among these leading activities is fine dining – enjoyed nearly as often by business as leisure visitors

Top Activities Pursued, Ranked by Total Alexandria Visitors

Number of Activities Participated by Visitors to:

Total Alexandria 3.2

Alexandria Leisure 3.7

Alexandria Business 2.3

Please select all activities/attractions you visited?


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Business travelers to Alexandria have shorter planning horizons than leisure visitors:

  • Two out of five (41%) business travelers plan their trip within a month vs. 30 percent of leisure visitors

  • Conversely, nearly a third (30%) of leisure travelers consider Alexandria for over six months vs. only 21 percent of business visitors

Purpose: Planning Horizon

Trip Planning Cycles – Consider Visiting . . .

Please indicate how far in advance you considered traveling to …?


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Purpose: Information/Planning Sources horizons than leisure visitors:

Alexandria visitors use different information sources depending upon the purpose of their trip:

  • Both types of visitors go online to gather information

  • Leisure visitors more frequently consult friends/relatives, their own experience, and most specific types of websites (official destination, full service travel websites such as Expedia, and travel provider websites) than business visitors

  • In contrast, and logically, business travelers rely on their corporate travel departments

Information/Planning Sources Used (5%+), Ranked by Alexandria

Which of the following information/planning sources did you use for your trip to . . .?


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Alexandria visitors differ by purpose: horizons than leisure visitors:

  • Business travelers tend to fall in the 35-54 age range

  • They are also much more affluent; nearly half (47%) live in households exceeding $100,000 in annual income

Purpose: Demographics

Age of Visitors

Average Age: 43.7 44.4 42.9

Household Income

Average Income (000):

$76.9 $69.0 $102.2

Please indicate your age.

Which of the following best describes your total annual household income from all sources?


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Purpose: Demographics horizons than leisure visitors:- continued

Somewhat more business than leisure visitors to Alexandria graduated college (4 years+).

Percent College Graduates

What was the last grade of school you completed?

Includes both male and female head of household educational attainment


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Purpose: Travel Psychographics horizons than leisure visitors:

A few psychographic travel differences appear among Alexandria visitors by purpose:

  • Business travelers appear more influential on others, have more information awareness (magazines/websites), and seem more willing to pay more or take extra steps to obtain original or authentic experiences

  • Leisure travelers indicate greater environmental concern.

Psychographic Traits (Top Two Scores), Ranked by Alexandria Visitors

Listed below are a few comments that other people have made about themselves. For each one, please indicate how well it describes you?


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Appendix horizons than leisure visitors:


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TNS is the world’s largest provider of custom research and analysis…

Ranked world’s largest provider of custom research and analysis

Second largest global market intelligence company

$2.1 billion in revenue worldwide (2007)

A leader in servicing over 50 of the world’s largest

multi-national companies

Over 13,000 full-time employees worldwide


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…with a global infrastructure that can reach people and businesses anywhere

Offices in more than 70 countries

Research conducted in more than 110 countries

Berlin

London

Paris

Chicago

New York

Madrid

Los Angeles

Cincinnati

Italy

China

Israel

Japan

San Diego

South Africa

Australia

Toronto


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From the largest Custom marketing research company in the Country and the number one ranked advertising and brand research company by Inside Research--the bible of the Marketing Research Industry


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