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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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Colorado denver 2007 travel year l.jpg

Colorado & Denver 2007 Travel Year


Background and purpose l.jpg
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 l.jpg
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 l.jpg
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 l.jpg
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


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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


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Overnight Trips to Colorado — 1994 to 2007

4%

8



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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.




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Overnight Outdoor and Business/Pleasure Trips to Colorado

Outdoor Trips

Business/Pleasure Trips

13


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Overnight Special Event and CountryResort Trips to Colorado

Special Event Trips

Country Resort Trips

14



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Colorado’s Share of AllOvernight Marketable Trips

16


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Colorado’s Share of AllOvernight Ski Trips

17


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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 l.jpg
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%


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Overnight Trips to Denver — 2007 vs. 2006

  • Up – Special Event, City, Combined Business-Pleasure, Ski, Outdoors, Convention/Conference

  • Flat – VFR, Touring

  • Down – General Business


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Denver’s Travel Market Share

Percent Identifying Denver as Main Destination of Leisure Trip

1.1%


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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 l.jpg
Colorado Travel Expenditures— Overnight Visitors

Total Spending Up 10%

Leisure

Business

23


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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


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Colorado Expenditure Tracking — Overnight Visitors

25


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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 l.jpg
Travel Spending* in Denver — Overnight Trips

Total Spending Up 6%

Business

Leisure


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

Base: Overnight Visitors

28


Denver travel spending by sector overnight trips l.jpg
Denver Travel Spending by Sector — Overnight Trips

Accommodations

Food

Transportation



Colorado day trips l.jpg
Colorado Day Trips (Cont’d)

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 l.jpg
Colorado’s Sources of Business (Cont’d)

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 l.jpg
Length of Stay — Colorado vs. U.S. Norm (Cont’d)

Base: Overnight Leisure Trips


Length of stay denver l.jpg
Length of Stay — Denver (Cont’d)

Base: Overnight Leisure Trips


Number of nights spent in denver leisure trips l.jpg
Number of Nights Spent in Denver — Leisure Trips (Cont’d)

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 l.jpg
Spent Time/Overnight in Each Region (Cont’d)

Base: Overnight Leisure Trips

36


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Most Popular Places for Visitors (Cont’d)

Base: Overnight Leisure Trips


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Colorado/Denver Product Delivery (Cont’d)

“A place I would really enjoy visiting”


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Colorado’s Product vs. Image (Cont’d)

Base: Overnight Leisure Trips

39

*Visited within the past year


Denver s product vs image l.jpg
Denver’s Product vs. Image (Cont’d)

Base: Overnight Leisure Trips


In summary l.jpg
In Summary (Cont’d)

  • 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 l.jpg
In Summary (Cont’d)

  • 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


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In Summary (Cont’d)

  • 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


Congratulations l.jpg

CONGRATULATIONS! (Cont’d)


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Colorado & Denver (Cont’d)2007 Travel Year