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Colorado & Denver 2007 Travel Year. Background and Purpose. Longwoods engaged to conduct research for 2007 travel year: Visitor research Purposes: estimate visitor volume and expenditures provide intelligence on: competitive environment sources of business traveler profile

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background and purpose
Background and Purpose
  • Longwoods engaged to conduct research for 2007 travel year:
    • Visitor research
  • Purposes:
    • estimate visitor volume and expenditures
    • provide intelligence on:
      • competitive environment
      • sources of business
      • traveler profile
      • trip characteristics
      • product delivery
method
Method
  • Travel USA®
    • quarterly random samples of U.S. adult population
    • consumer online panel
    • 2 million surveys a year
    • short overview survey
    • 1,708 Colorado visitors completed detailed follow-up survey
      • 925 Denver visitors
    • high response rate -- 56%
  • Main focus is overnight travel
size of the u s travel market 2007 overnight trips
Size of the U.S. Travel Market —2007 Overnight Trips

Total = 1.7 Billion Trips

Marketable Leisure

(42%)

Visit Friends/Relatives

(42%)

Business

(16%)

4

overnight trips to colorado in 2007
Overnight Trips to Colorado in 2007

Total = 28.0 Million

Overnight Business

4.0 Million

(16%)

Overnight Leisure

24.0 Million

(84%)

6

*Measured for the first time in 2007

role of denver on a colorado overnight trip
Role of Denver on a Colorado Overnight Trip

Total Colorado Trips = 28.0 Million

Did Not Visit Denver

14.2 Million

Denver Overnight

12.2 Million

Spent Time

1.6 Million

structure of colorado s overnight leisure travel market
Structure of Colorado’s Overnight Leisure Travel Market

24.0

23.3

22.5

22.3

22.1

21.6

21.3

20.9

4%

20.8

20.2

19.9

19.8

19.4

17.6

17.2

17.5

8%

10

*Data are rounded.

overnight outdoor and business pleasure trips to colorado
Overnight Outdoor and Business/Pleasure Trips to Colorado

Outdoor Trips

Business/Pleasure Trips

13

overnight special event and country resort trips to colorado
Overnight Special Event and CountryResort Trips to Colorado

Special Event Trips

Country Resort Trips

14

total overnight trips to denver 1994 to 2007
Total Overnight Trips to Denver— 1994 to 2007

Up 4% Overall

12.2

11.7

2%

10.4

10.3

10.2

9.9

9.7

9.6

9.4

8.8

9.0

7.9

7.2

7.1

5%

structure of denver s overnight leisure travel market
Structure of Denver’s Overnight Leisure Travel Market

9.6

9.1

8.1

8.0

7.9

7.9

7.8

2%

7.1

6.9

6.4

6.4

6.1

5.9

5.7

5.3

5.2

11%

overnight trips to denver 2007 vs 2006
Overnight Trips to Denver — 2007 vs. 2006
  • Up – Special Event, City, Combined Business-Pleasure, Ski, Outdoors, Convention/Conference
  • Flat – VFR, Touring
  • Down – General Business
denver s travel market share
Denver’s Travel Market Share

Percent Identifying Denver as Main Destination of Leisure Trip

1.1%

travel spending in colorado overnight visitors
Travel Spending in Colorado— Overnight Visitors

Total = $9.8 Billion

Business

$1.6 Billion

(16%)

Leisure

$8.2 Billion

(84%)

22

colorado travel expenditures overnight visitors
Colorado Travel Expenditures— Overnight Visitors

Total Spending Up 10%

Leisure

Business

23

colorado travel spending by sector overnight visitors
Colorado Travel Spending by Sector— Overnight Visitors

Total = $9.8 Billion

Eating/Drinking

$2.2 Billion

(22%)

Accommodations

$2.6 Billion

(26%)

Retail

$1.6 Billion

(17%)

Recreation

$1.5 Billion

(15%)

Transportation

$1.9 Billion

(20%)

24

travel spending in colorado overnight visitors26
Travel Spending in Colorado — Overnight Visitors

Total = $9.8 Billion

Denver Metro

$2.9 Billion

(30%)

Other Colorado

$6.9 Billion

(70%)

26

travel spending in denver overnight trips
Travel Spending* in Denver — Overnight Trips

Total Spending Up 6%

Business

Leisure

overnight travel spending by sector denver vs other colorado regions
Overnight Travel Spending By Sector — Denver vs. Other Colorado Regions

Base: Overnight Visitors

28

colorado day trips
Colorado Day Trips

Total Trips = 21.5 Million

Total Expenditures = $1.3 Billion

Denver Metro

6.1 Million

(28%)

Denver Metro

$0.3 Billion

( 25%)

Other Colorado

15.4 Million

(70%)

Other Colorado

$1.0 Billion

( 75%)

31

colorado s sources of business
Colorado’s Sources of Business

Base: Overnight Leisure Trips

33% of Overnight

81% of Day

States contributing more than 5%

States contributing 2% - 5%

DMAs contributing more than 2%

length of stay colorado vs u s norm
Length of Stay — Colorado vs. U.S. Norm

Base: Overnight Leisure Trips

length of stay denver
Length of Stay — Denver

Base: Overnight Leisure Trips

number of nights spent in denver leisure trips
Number of Nights Spent in Denver — Leisure Trips

2004200520062007

Percent of Total Time in

Colorado Spent in Denver 55% 58% 65% 74%

Percent of Entire Trip

Spent in Denver 45% 47% 54% 58%

spent time overnight in each region
Spent Time/Overnight in Each Region

Base: Overnight Leisure Trips

36

most popular places for visitors
Most Popular Places for Visitors

Base: Overnight Leisure Trips

colorado denver product delivery
Colorado/Denver Product Delivery

“A place I would really enjoy visiting”

colorado s product vs image
Colorado’s Product vs. Image

Base: Overnight Leisure Trips

39

*Visited within the past year

denver s product vs image
Denver’s Product vs. Image

Base: Overnight Leisure Trips

in summary
In Summary
  • More records for Colorado and Denver in 2007
  • Fourth successive year of visitor gains:
    • both Colorado and Denver reaching all-time highs
  • Much of the increase due to marketable leisure:
    • also business travel “catch-up” for state
    • and Denver’s conventions/conferences
  • Important “marketable” milestones:
    • Colorado now above ’92 record
    • both state and city had market share increases in very competitive marketplace
in summary42
In Summary
  • Record spending by overnight visitors
  • Spending hike helped most sectors
  • Denver tourists and business travelers lengthened stay
  • Positive visitor experience
  • Day visitors boosted visitor counts, added some dollars
in summary43
In Summary
  • Only a few minor concerns:
    • shorter visitor stay for Colorado outside Denver
    • Colorado’s perceived lack of affordability
      • disappears once here
      • barrier in tough times
    • drop in visitation from the Mid-West
  • Success in line with:
    • higher budgets
    • enhanced marketing efforts
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