MONTANA TRAVEL

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MONTANA TRAVEL

• Presented by Mary Jo Torrey Manager, Cooperative
  Research

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Discussion Topics

• TravelScope
• TravelScope EXPRESS software
• Montana Travel Analysis

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Cooperative Research Program

TRAVELSCOPE
Provides quantitative data on U.S. Domestic
travel volume, trip characteristics, and travel
patterns at the national and state levels.
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Monthly Survey

• 25,000 households surveyed each month
• 70 response rate allows analysis of 5,000 U.S.
  traveling households per month, on average
• Over 60,000 traveling households and 85,000 trips
  per year
• Statistical reliability /-.4.

At 95 confidence level
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DATA MANAGEMENT

• Uses NFO consumer panel
• Uses experienced firm to process the data sends
  clean data files to TIA
• TIA continuous internal reviews
• Monitor weights, response rates, Pleasure/
  Business, Air/Auto and Hotel trends
• Comparisons to external data
• Air Transport Association
• Smith Travel Research
• Other industry indicators

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SURVEY DESIGN

• Limited recall required
• One month, up to three trips
• Held to strict design standards to facilitate
  comprehension and use

Smaller than actual size
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• Provides
• easy access to
• TravelScope data

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Windows-Based Desktop PC Program
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Data Based to...

• Total U.S. travel (including outbound)
• Domestic U.S. travel
• Individual states
• Data provided for all 50 destination states
• Detailed crosstabulations of data by various
  travel segments (e.g. business, pleasure, hotel)
  for each subscribing state or city

Includes data from the 48 contiguous states to
any of the 50 U.S. states.
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Provides Trip Characteristics...
Purpose Transportation Mode Travel Party Places
Visited Trip Duration Lodging Activities DMA of
Origin MSA of Destination
For Example
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and Household Demographics...
Age of Household Head Marital Status Presence of
Children Household Size Education of Household
Head Average Household Income
For Example
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...for a Variety of Travel Segments
Total Pleasure Business Air Auto Hotel HH Head
Aged 35-54 HH Income 50,000 and over
For Example
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Simple 4-Step Process
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Output Directly to Excel
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(No Transcript)
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DEFINITIONS

• Analysis in this presentation are based on
  TravelScope data from Quarter 4, 2000 through
  quarter 3, 2002.
• 2001x indicates data from Q4-2000 through Q3-2001
• 2002x indicates data from Q4-2001 through Q3-2002

Source TIAs TravelScope
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SAMPLE SIZES

• The data include a total of 2,541 raw person
  trips from 1,174 unique household trips
• Non-resident data are based on
• 293 household/ 631 person trips for 2001x
• 349 household/714 person trips for 2002x

Source TIAs TravelScope
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Travel Decline in 2002
Source TIAs TravelScope
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TripCharacteristics of Montana Visitors
Source TIAs TravelScope
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Resident and Non-resident Travel Trends Differ

• 2001x 2002x change
• Residents 4.0 million 2.9 million -28
• Non-residents 3.8 4.3 14
• numbers in millions

Source TIAs TravelScope
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Smaller Share of Resident Travelers
Source TIAs TravelScope
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Most Trips Are For Leisure Purposes
Source TIAs TravelScope
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Two of Five Non-Resident Travelers Are Visiting
Family/Friends
Source TIAs TravelScope
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Most Visitors Travel By Car/Truck
Montana Travel Advisory Committee Meeting,
February 3-4, 2003
Source TIAs TravelScope
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An Average Trip Lasts 3.5 nights

• Average Trip Duration
• 2001x 2002x change
• MONTANA 2.4 nights 2.7 nights 12
• Colorado 3.4 3.0 -12
• Wyoming 2.0 2.4 20
• Idaho 2.0 2.1 5

Source TIAs TravelScope
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Over Half of Overnight Visitors Stay in a Hotel,
Motel or BB
Source TIAs TravelScope
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Outdoor Activities Are Popular with Non-Resident
Visitors...
Source TIAs TravelScope
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and with Resident Travelers
Source TIAs TravelScope
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Non-Resident Travelers Spend More

• Non-Resident visitors to Montana spend, on
  average, 404 per household per trip
• Resident travelers in the state spend, on
  average, 315 per household per trip.

Spending at the destination. Does not include
transportation costs to travel to the destination.
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Top 10 Origin States
State of Origin (percent of person-trips) MONTANA
residents 40 Washington 17 Idaho
7 California 4 Oregon 4 Wyoming
3 Utah 3 Colorado 3 Minnesota
2 Illinois 2 10 State Total 85
Source TIAs TravelScope
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Competing for Travelers

• Top Five States of Origin
• (excluding residents)
• Montana Wyoming Colorado Idaho
• Washington Utah California Washington
• Idaho Colorado Texas Utah
• California California New Mexico Oregon
• Oregon Montana Wyoming California
• Wyoming Washington Nebraska Montana

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Top Origin DMAs
(percent person-trips) Great Falls 11 Missoula 10
Billings 10 Butte-Bozeman 5 Helena 4 Spokane
11 Seattle-Tacoma 8 Salt Lake City
3 Portland, OR 3 Denver 3
Also a top origin market for... ID ID WY, ID,
CO CO, WY
Source TIAs TravelScope
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Montana Visitor Demographics
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The Non-Resident Traveler

• Aged 48 years, on average, with an average annual
  HH income of 63,900
• Almost two in five households (39) have children
  in the home 28 of person-trips include children
• On average, 2.2 people from
  the household are
  in the travel party

Source TIAs TravelScope
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The Resident Traveler

• Aged 47 years, on average, with average annual HH
  income of 48,000
• Almost two in five households (37) have children
  in the home 20 of person-trips include children
• On average, 1.9 people from the household are in
  the travel party

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PRIZM Segments

• A geodemographic market segmentation system,
  based on the principle that people with similar
  socioeconomic backgrounds and consumer behavior,
  cluster or move into neighborhoods best suited to
  their chosen lifestyles.

Developed by Claritas Inc.
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Geodemographic Segmentation Systems
Geo - Geography clusters are formed on the basis
of where people live
Demographic - clusters are described
demographically
Segmentation - breaks the US population into
segments or clusters
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PRIZM is a segmentation system that classifies
every ______________ in the US into one of 62
clusters.
neighborhood
cluster
and every ______________ into one of 15 social
groups.
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Social Groups
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History of PRIZM

• First PRIZM model early 1970s
• Rebuilt with each Census 1980 and 1990
• Major demographic shifts
• New Clusters, deleted Clusters
• Model refinements
• Annually updated for every...
• ZIP Code
• Census Tract
• Census Block Group
• Census Block

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Why is geodemographic mapping useful?

• Shows where your customers - or people just like
  them - live how this matches your product
  distribution

• Also shows demographic characteristics of the
  population in a tightly defined area of geography
  around your locations

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Top 5 PRIZM Social Groups

• 2002x Non-Resident Travelers to Montana
• by PRIZM Social Group
• Social Group Share
• of person-trips
• Landed Gentry 11
• 2nd City Centers 11
• Elite Suburbs 10
• Heartlanders 10
• 2nd City Society 8

Source TIAs TravelScope
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Affluent PRIZM Social Groups Visit Montana
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Landed Gentry
Elite Suburbs
Affluent households who tend to live in the
suburbs of major metropolitan areas Elite
Suburbs tend to
Mostly large, multi-income families with
school-aged kids, headed by executives,
professionals and techies Landed Gentry tend
to

• Participate in sports such as tennis, golf or
  skiing
• Use a rental car
• Belong to a frequent flyer program or a health
  club
• Listen to news/talk radio
• Read USA Today, Travel Leisure, Conde Nast
  Traveler

• Shop or bank online
• Participate in sports such as cross country or
  downhill skiing and golf
• Listen to all sports or classic rock radio
• Read Traditional Home

Source Claritas with Mediamark Research, Inc,
and Simmons Market Research
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2nd City Centers
2nd City Society
Highly educated, high income households that top
the economic scale of second-tier and satellite
cities 2nd City Society tend to
Midscale households in middle-density, satellite
of second-tier cities 2nd City Centers tend to

• Travel by bus, railroad, or car with camping
  equipment
• Participate in sports such as jogging, running,
  racquetball, snowmobiling or skiing
• Be fans of college basketball or truck
  racing/pulling
• Listen to variety radio
• Read Skiing, Shape or Saturday Evening Post

• Belong to an auto club
• Be very brand loyal
• Use coupons
• Listen to nostalgia radio
• Read Tennis, Bon Appetit or Forbes

Source Claritas with Mediamark Research, Inc,
and Simmons Market Research
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Heartlanders
Large multi-generational families living in
low-density homes mostly in the Great Plains,
South Central, Mountains and Pacific
area. Heartlanders tend to

• Travel by car with camping equipment or by
  railroad
• Participate in activities such as snowmobiling or
  hunting
• Listen to country radio
• Watch nostalgia TV
• Read Saturday Evening Post, Popular Photography,
  Country Living or Organic Gardening

Source Claritas with Mediamark Research, Inc,
and Simmons Market Research
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www.TIA.org

• Mary Jo Torrey
• mtorrey_at_tia.org