Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three...
Transcript of Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three...
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Jacksonville 2017 Visitor Research
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Introduction…………….………………………………..…………..……………..… 3
Research Objectives…………………………………………..……………...…….. 4
Methodology………………………………………………………………...……….. 5
Key Findings………………………………………………………..………………… 6
Size & Structure of the U.S. Travel Market…………………………..…………… 10
Size & Structure of Jacksonville’s Domestic Travel Market………………..……….. 14
Overnight Trip Expenditures…………………………….………………………..…...… 19
Overnight Trip Characteristics……………………..…………………….………… 25
Demographic Profile of Overnight Visitors………..........................................… 59
Day Trip Expenditures……………………………………………...………..…...… 70
Day Trip Characteristics……………………………………………………..……… 76
Demographic Profile of Day Visitors………………........................................… 96
Appendix: Key Terms Defined…………………………………………………..…. 107
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Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.
In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement.
It is currently the largest ongoing study conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest.
This report provides an overview for Jacksonville’s domestic tourism business in 2017.
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The visitor research program is designed to provide:
Estimates of domestic overnight and day visitor volumes to Jacksonville.
A profile of Jacksonville’s performance within its overnight travel market.
Domestic visitor expenditures in Jacksonville.
Profiles of Jacksonville’s day travel market.
Relevant trends in each of these areas.
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Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA® survey: Selected to be representative of the U.S. adult population
For the 2017 travel year, this yielded : 329,470 trips for analysis nationally:
232,317 overnight trips
97,153 day trips
For the Jacksonville, the following sample was achieved in 2017: 1,137 overnight trips and 296 day trips (1,433 total)
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.
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Key Findings
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In 2017, Jacksonville had 22.0 million person trips, increasing 3.0% from 2016. 47% were overnight trips and 53% were day trips.
The overnight trips generated $1.46 billion in spending, increasing 5.9% from 2016.
When asked about the main purpose of their overnight trip, 46% responded that they were visiting friends and relatives, while 42% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types were attending a special event and touring through the region.
The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia, and New York. Among DMAs, the top three overnight visitor sources were Orlando, Jacksonville, and New York City.
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Over two-thirds (67%) of visitors on an overnight trip to Jacksonville were very satisfied with the overall trip experience. The next highest-ranking categories for satisfaction were quality of the food (58%) and quality of accommodations (56%).
Among those on overnight trips to Jacksonville, 73% have visited Jacksonville at least once before and 52% have visited in the past 12 months.
Similar to the national average, approximately half (48%) of the overnight trips were planned two months or less before the trip. Similar to the national average, 13% did not plan anything in advance.
Advice from friends and relatives and hotels or resorts were the most common planning sources for a Jacksonville overnight trip. Hotels or resorts were also the most common booking source.
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The average number of nights spent in Jacksonville on an overnight trip was 2.9 nights, up from 2.7 nights in 2016. The average travel party size was 2.8 persons, a slight decrease from 2016.
Two-thirds (65%) of overnight Jacksonville travelers arrived by personal car or truck.
The top five activities and experiences during an overnight trip to Jacksonville were shopping, going to the beach, fine dining, swimming, and going to a bar or nightclub.
Two-thirds (63%) of the overnight travelers to Jacksonville traveled with their spouse or partner, and 36% traveled with a child. One quarter (24%) traveled alone.
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Size & Structure of the U.S. Travel Market
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1,480 1,532 1,568 1,585 1,618
0
500
1,000
1,500
2,000
2013 2014 2015 2016 2017
Milli
ons
of T
rips
2.1% Base: Overnight Person-Trips
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Visits to Friends/Relatives
43%
Marketable 43% Business
10%
Business-Leisure 4%
Base: Overnight Person-Trips
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13
2
5
<1
3
2
-5 0 5
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
Base: Overnight Person-Trips
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Size & Structure of Jacksonville’s
Domestic Travel Market
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Total Person-Trips = 22.0 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] 10.3 Million
11.7 Million
15
+3.0% vs. 2016
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9.7 10.0 10.3
0
5
10
15
20
25
2015 2016 2017
Mill
ions
of T
rips
Base: Overnight Person-Trips
16
+3.1% +3.0%
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[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] Business
8%
Business-Leisure 4%
4.8 Million
4.3 Million
0.8 Million
0.4 Million
Total Overnight Person-Trips = 10.3 Million
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Visiting Friends/Relatives
43%
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] 5.4 Million
1.1 Million
0.2 Million
Total Day Person-Trips = 11.7 Million
5.0 Million
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Overnight Trip Expenditures
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Total Spending = $1.46 Billion
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] [CATEGORY
NAME] [PERCENTAGE
]
[CATEGORY NAME]
[PERCENTAGE]
$519 Million
$187 Million
$167 Million
$219 Million
$368 Million
+5.9% vs. 2016
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$51
$36
$21 $18 $16
0
20
40
60
80
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Overnight Person-Trips to Jacksonville
21
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$130
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Overnight Person-Trips
22
* Low base sizes
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$140
$99
$59 $50 $45
0
50
100
150
200
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Overnight Person-Trips to Jacksonville
23
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$393
0
200
400
600
800
Leisure Business*
Dol
lars
Base: Overnight Person-Trips
24
* Low base sizes
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Overnight Trip Characteristics
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46
8
7
7
6
5
4
3
2
2
6
4
0 10 20 30 40 50
Visiting friends/relativesSpecial event
TouringTheme park
ResortOutdoors
City tripCruiseCasino
Conference/conventionOther business trip
Business-leisure
Percent
Marketable Trips 42%
26
Base: Overnight Person-Trips to Jacksonville
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46
8
7
7
6
5
4
3
2
43
8
9
4
5
6
5
2
4
0 10 20 30 40 50
Visiting friends/relatives Special event
Touring Theme park
Resort Outdoors
City tripCruise
Casino
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
27
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46
8
7
7
6
5
4
3
2
43
9
7
7
7
5
4
3
2
0 10 20 30 40 50
Visiting friends/relativesSpecial event
TouringTheme park
ResortOutdoors
City tripCruiseCasino
Percent
2017 2016
28
Base: Overnight Person-Trips to Jacksonville
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2
6
4
7
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
29
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30
2
6
2
5
0 2 4 6 8
Conference/convention
Other business trip
Percent
2017 2016
Base: Overnight Person-Trips to Jacksonville
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31
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Overnight Person-Trips to Jacksonville
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34
12
6
5
5
4
3
3
3
0 5 10 15 20 25 30 35
FloridaGeorgia
New YorkCalifornia
South CarolinaNorth Carolina
OhioVirginia
Texas
Percent
32
Base: Overnight Person-Trips to Jacksonville
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10
7
6
5
5
4
4
3
2
2
0 5 10
Orlando-Daytona Beach-Melbrn, FLJacksonville, FL/GA
New York, NY/NJ/PA/CTTampa-St. Petersburg-Sarasota, FL
Atlanta, GAMiami-Ft. Lauderdale, FL
Savannah, GA/SCTallahassee-Thomasville, FL/GA
Chicago, ILBoston, MA
Percent
33
Base: Overnight Person-Trips to Jacksonville
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26
26
24
24
0 10 20 30
January-March
April-June
July-September
October-December
Percent
34
Base: Overnight Person-Trips to Jacksonville
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67
58
56
55
53
51
50
47
39
66
60
58
59
52
52
44
0 20 40 60 80
Overall trip experienceQuality of food
Quality of accomodationsFriendliness of people
Safety & Security*Cleanliness*
Value for the moneySightseeing/ attractions
Music/ nightlife/ entertainment
Percent
2017 2016
35
Base: Overnight Person-Trips
* Added in 2017
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73
52
78
63
0 20 40 60 80
Ever
Past 12Months*
Percent 2017 2016
36
Base: Overnight Person-Trips
* Question wording changed in 2017
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3
16
20
16
32
13
4
14
17
16
35
14
0 10 20 30 40
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything in advance
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
37
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18
18
17
13
11
10
10
8
8
13
15
15
10
10
9
9
6
6
0 5 10 15 20
Advice from relatives or friendsHotel or resort
Online travel agenciesSocial Media
Airline/commercial carrierTravel company websites
Destination websitesTravel agent/company
Auto club/AAA
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
38
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6
5
4
3
3
3
2
4
4
3
2
2
1
1
0 5 10 15 20
Travel guide/other books
Lodging sharing websites (AirBnB, etc.)
Visitors' bureau/gov tourism office
Magazine articles/ad
800/888 number
TV program/ad
Newspaper articles/ad
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
39
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19
16
12
11
8
7
6
5
4
3
18
15
9
12
6
4
4
4
3
1
0 5 10 15 20
Hotel or resortOnline travel agencies
Travel company websitesAirline/commercial carrier
Travel agent/companyDestination websites
Auto club/AAALodging sharing websites (AirBnB, VRBO, etc.)
800/888 numberVisitors' bureau/gov tourism office
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
40
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88
48
41
40
19
84
45
38
34
16
0 20 40 60 80 100
Used Any Device (net)
Laptop
Desktop/Home computer
Smartphone
Tablet
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
41
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87
75
35
29
85
71
31
27
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
42
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15
23
27
14
14
7
22
27
27
11
10
3
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent Jacksonville U.S. Norm
Average Jacksonville 4.7 nights
Average U.S. Norm 3.7 nights
43
Base: Overnight Person-Trips
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39
26
20
7
8
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Average Nights Spent in Jacksonville = 2.9
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
44
![Page 45: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/45.jpg)
39
26
20
7
8
42
26
18
7
7
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
2017 2016
Average 2017 = 2.9 nights 2016 = 2.7 nights
45
Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville
![Page 46: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/46.jpg)
2.2
2.2
0.6
0.6
0 1 2 3 4
Jacksonville
U.S. Norm
Average Number of People
Adults Children
Total = 2.8
Base: Overnight Person-Trips
46
Total = 2.8
![Page 47: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/47.jpg)
Base: Overnight Person-Trips
47
63
36
24
17
14
12
3
65
35
25
17
11
12
3
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Just myself/traveled alone
Friend(s)
Parent(s)
Other relative(s)
Business associate(s)
Percent
Jacksonville U.S. Norm
![Page 48: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/48.jpg)
65
26
23
9
6
5
3
3
2
68
17
23
10
5
7
2
4
2
0 20 40 60 80
Own car/truck
Rental car
Plane
Online taxi service (Uber, Lyft, etc.)
Bus
Taxi cab
Ship/Boat
Train
Camper, R.V
Percent Jacksonville US Norm
Base: Overnight Person-Trips
48
![Page 49: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/49.jpg)
28
24
21
19
6
6
6
5
4
3
3
3
2
26
23
19
15
6
4
4
3
2
4
3
2
2
0 10 20 30
Home of Friend/RelativeHotel
Resort hotelMotel
Other Rented home/condo/apartment
Bed & BreakfastTime Share
Boat/Cruise Ship Campground/trailer park/RV parkOwn Home/Condo/Apt/2nd Home
Country Inn/Lodge Rented Cottage/Cabin
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
49
![Page 50: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/50.jpg)
37
31
25
25
19
15
14
12
12
8
8
8
32
15
20
15
15
14
7
11
10
9
6
4
0 10 20 30 40
ShoppingBeach
Fine DiningSwimming
Bar/NightclubLandmark/Historic Site
Theme ParkMuseum
National/State ParkCasino
TheaterZoo
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
50
![Page 51: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/51.jpg)
8
8
8
7
7
7
6
6
6
6
5
5
4
4
5
5
5
4
8
4
3
4
6
3
0 10 20 30 40
WaterparkSpa
FishingBusiness Meeting
Art GalleryDance
Hiking/BackpackingBoating/Sailing
GolfFair/Exhibition/Festival
BreweryBiking
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
51
![Page 52: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/52.jpg)
5
5
5
4
4
4
3
3
2
2
2
2
4
4
3
4
3
1
3
1
1
2
1
2
0 10 20 30 40
WineryCamping
Rock/Pop ConcertConference/Convention
Educational SeminarBirding
Pro/College SportsTennis
Trade ShowKids Sports Event
RaftingYouth/Teenager Sports
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
52
![Page 53: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/53.jpg)
26
21
11
7
6
5
5
5
5
3
20
16
10
5
6
4
4
2
3
2
0 10 20 30
Historic PlacesCultural Activities/Attractions
Exceptional Culinary ExperiencesWinery Tours/Tasting
Brewery Tours/TastingWedding
Traveling with GrandchildrenReligious Travel
Eco-TourismAgritourism
Percent Jacksonville US Norm
Base: Overnight Person-Trips
53
![Page 54: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/54.jpg)
72
36
29
27
27
15
14
13
68
34
22
28
24
11
11
13
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineAccessed travel news/events/deals/promotions
Read travel reviewsLooked at travel photos/video online
Connected with others interested in travelGot travel advice
Read a travel blog
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
54
![Page 55: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/55.jpg)
72
12
11
9
9
6
4
68
11
9
7
8
5
3
0 20 40 60 80
Used any social media for travel
Contributed travel reviews
"Followed" a destination/attraction
Tweeted about a trip
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Jacksonville US Norm
Base: Overnight Person-Trips
55
![Page 56: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/56.jpg)
72
36
29
27
27
15
14
13
81
37
27
31
28
18
17
17
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineAccessed travel news/events/deals/promotions
Read travel reviewsLooked at travel photos/video online
Connected with others interested in travelGot travel advice
Read a travel blog
Percent
2017 2016
56
Base: Overnight Person-Trips to Jacksonville
![Page 57: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/57.jpg)
72
12
11
9
9
6
4
81
14
13
12
14
8
6
0 20 40 60 80
Used any social media for travel
Contributed travel reviews
"Followed" a destination/attraction
Tweeted about a trip
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2017 2016
57
Base: Overnight Person-Trips to Jacksonville
![Page 58: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/58.jpg)
58
44
22
4
3
42
21
3
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 59: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/59.jpg)
Demographic Profile of Overnight Visitors
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60
49
51
49
51
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 61: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/61.jpg)
61
13
24
19
15
15
14
13
20
18
18
15
16
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent Jacksonville U.S. Norm
Average Jacksonville = 44.1
Average U.S. Norm = 45.0
Base: Overnight Person-Trips
![Page 62: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/62.jpg)
62
58
28
14
60
26
14
0 20 40 60
Married/with partner
Single/never married
Divorced/widowed/separated
Percent Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 63: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/63.jpg)
21
34
20
15
10
23
35
17
14
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
63
![Page 64: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/64.jpg)
64
56
18
23
19
57
19
21
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 65: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/65.jpg)
65
20
40
26
12
2
23
41
23
12
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 66: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/66.jpg)
66
53
9
38
55
9
36
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 67: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/67.jpg)
67
5
11
15
22
47
6
15
16
23
40
0 10 20 30 40 50
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 68: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/68.jpg)
73
16
11
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
68
![Page 69: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/69.jpg)
69
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
![Page 70: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/70.jpg)
Day Trip Expenditures
![Page 71: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/71.jpg)
71
Total Spending = $719 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] [CATEGORY
NAME] [PERCENTAGE]
$232.7 Million
$156.2 Million $114.3 Million
$215.8 Million
+7.3% vs. 2016
![Page 72: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/72.jpg)
Base: Day Person-Trips to Jacksonville
$20 $19
$13 $10
0
10
20
30
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
72
![Page 73: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/73.jpg)
$64
0
20
40
60
80
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
73
* Low base sizes
![Page 74: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/74.jpg)
$53 $49
$35 $26
0
20
40
60
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Dol
lars
Base: Day Person-Trips to Jacksonville
74
![Page 75: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/75.jpg)
$171
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
75
* Low base sizes
![Page 76: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/76.jpg)
Day Trip Characteristics
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43
12
8
7
6
6
5
1
1
1
8
2
0 10 20 30 40 50
Visiting friends/relativesSpecial event
ShoppingCity tripTouring
Theme parkOutdoors
CruiseCasino
Conference/conventionOther business trip
Business-leisure
Percent
Marketable Trips 46%
Base: Day Person-Trips to Jacksonville
77
![Page 78: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/78.jpg)
43
11
8
7
6
5
5
1
1
38
8
8
8
12
3
7
<1
4
0 10 20 30 40
Visiting friends/relatives Special event
Shopping City trip Touring
Theme park Outdoors
Cruise Casino
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
78
![Page 79: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/79.jpg)
79
Base: Day Person-Trips to Jacksonville
43
11
8
7
6
5
5
1
1
40
12
10
8
6
4
5
1
1
0 10 20 30 40
Visiting friends/relativesSpecial event
ShoppingCity tripTouring
Theme parkOutdoors
CruiseCasino
Percent
2017 2016
![Page 80: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/80.jpg)
1
8
2
6
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
80
![Page 81: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/81.jpg)
81
1
8
1
7
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
2017 2016
Base: Day Person-Trips to Jacksonville
![Page 82: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/82.jpg)
82
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Day Person-Trips to Jacksonville
![Page 83: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/83.jpg)
72
15
2
1
1
1
1
1
1
1
1
0 20 40 60 80
FloridaGeorgia
North CarolinaNew York
New JerseySouth Carolina
TennesseeMichigan
OhioCalifornia
Texas
Percent
83
Base: Day Person-Trips to Jacksonville
![Page 84: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/84.jpg)
27
24
8
5
5
5
4
4
3
3
0 10 20 30
Orlando-Daytona Beach, FLJacksonville, FL/GA
Tampa-St. Petersburg-Sarasota, FLGainesville, FL
West Palm Beach-Ft. Pierce, FLMiami-Ft. Lauderdale, FL
Savannah, GA/SCAtlanta, GA
New York, NY/NJ/PA/CTTallahassee-Thomasville, FL/GA
Percent
84
Base: Day Person-Trips to Jacksonville
![Page 85: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/85.jpg)
27
24
24
25
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips
85
![Page 86: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/86.jpg)
2.0
2.1
0.5
0.6
0 1 2 3 4
Jacksonville
U.S. Norm
Average Number of People
Adults Children
Total = 2.7
Base: Day Person-Trips
86
Total = 2.5
![Page 87: Jacksonville 2017 Visitor Researchapps2.coj.net/City_Council_Public_Notices... · The top three states of origin for visitors on overnight trips to Jacksonville were Florida, Georgia,](https://reader033.fdocuments.net/reader033/viewer/2022050106/5f44c86c4247df5a9b3ff483/html5/thumbnails/87.jpg)
Base: Day Person-Trips
87
58
38
27
17
13
10
62
38
22
17
10
11
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Just myself/traveled alone
Friend(s)
Parent(s)
Other relative(s)
Percent
Jacksonville U.S. Norm
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30
22
14
8
8
8
8
8
7
4
4
4
26
7
11
7
5
5
4
8
5
4
2
1
0 10 20 30
ShoppingBeach
Fine DiningMuseum
SwimmingBar/Nightclub
ZooLandmark/Historic Site
Theme ParkFair/Exhibition/Festival
Rock/Pop ConcertAdult Amateur Sports
Percent Jacksonville US Norm
Base: Day Person-Trips
88
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4
4
3
3
3
3
3
3
2
2
2
2
2
6
3
3
3
2
3
3
1
6
2
2
0 10 20 30
WaterparkNational/State Park
FishingTheaterBrewery
Conference/ConventionBusiness Meeting
Art GalleryKids Sports Event
CasinoDance
Spa
Percent Jacksonville US Norm
Base: Day Person-Trips
89
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17
11
5
4
4
3
2
2
2
16
12
6
2
2
4
2
4
3
0 5 10 15 20
Historic PlacesCultural Activities/Attractions
Exceptional Culinary ExperiencesReligious Travel
WeddingWinery Tours/Wine Tasting
Medical TourismBrewery Tours/Beer Tasting
Traveling with Grandchildren
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
90
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67
33
27
27
22
12
10
10
66
31
26
22
25
13
11
11
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Accessed travel news/events/deals/promotionsLooked at travel photos/video online
Read a travel blogConnected with others interested in travel
Got travel advice
Percent Jacksonville U.S. Norm
91
Base: Day Person-Trips
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67
9
7
6
6
4
1
66
9
6
7
9
5
3
0 20 40 60 80
Used any social media for travel
"Followed" a destination/attraction
Tweeted about a trip
Gave travel advice
Contributed travel reviews
Subscribed to a travel e-newsletter
Blogged about a trip
Percent Jacksonville U.S. Norm
92
Base: Day Person-Trips
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93
Base: Day Person-Trips to Jacksonville
67
33
27
27
22
12
10
10
74
37
32
23
24
14
15
11
0 20 40 60 80
Used any social media for travel
Posted travel photos/video onlineRead travel reviews
Accessed travel news/events/deals/promotionsLooked at travel photos/video online
Read a travel blogConnected with others interested in travel
Got travel advice
Percent
2017 2016
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94
Base: Day Person-Trips to Jacksonville
67
9
7
6
6
4
1
74
10
12
7
9
6
5
0 20 40 60 80
Used any social media for travel
"Followed" a destination/attraction
Tweeted about a trip
Gave travel advice
Contributed travel reviews
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2017 2016
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95
39
16
1
0
38
19
2
1
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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Demographic Profile of Day
Visitors
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97
40
60
47
53
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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14
17
22
16
16
15
12
20
19
19
15
15
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent Jacksonville U.S. Norm
Average Jacksonville = 44.9
Average U.S. Norm = 45.1
Base: Day Person-Trips
98
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99
53
30
17
58
26
16
0 20 40 60
Married/ with partner
Single/never married
Divorced/widowed/separated
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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100
20
34
17
15
14
22
34
18
15
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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101
54
20
23
20
56
20
22
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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102
15
37
30
15
3
19
40
24
16
1
0 10 20 30 40
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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103
47
7
46
51
9
40
0 20 40 60
Full-time/self-employed
Part-time
Not employed/retired/ other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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104
2
7
12
19
60
4
12
14
22
48
0 20 40 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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105
76
15
9
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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106
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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Appendix: Key Terms Defined
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An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home.
A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home.
A Person-Trip is one trip taken by one visitor.
Person-trips are the key unit of measure for this report.
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Leisure Trips: Include all trips where the main purpose was one of the following:
Visiting friends/relatives
Touring through a region to experience its scenic beauty, history and culture
Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating
Special event, such as a fair, festival, or sports event
City trip
Cruise
Casino
Theme park
Resort (ocean beach, inland or mountain resort)
Skiing/snowboarding
Golf
Business Trips:
Conference/convention
Other business trip
Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure.
109
Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives
Total Trips = Leisure + Business + Business-Leisure