Jacksonville 2017 Visitor Research
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
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.
3
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.
4
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.
5
Key Findings
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.
7
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.
8
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.
9
Size & Structure of the U.S. Travel Market
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
11
Visits to Friends/Relatives
43%
Marketable 43% Business
10%
Business-Leisure 4%
Base: Overnight Person-Trips
12
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
Size & Structure of Jacksonville’s
Domestic Travel Market
Total Person-Trips = 22.0 Million
[CATEGORY NAME]
[PERCENTAGE]
[CATEGORY NAME]
[PERCENTAGE] 10.3 Million
11.7 Million
15
+3.0% vs. 2016
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%
[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
17
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
18
Overnight Trip Expenditures
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
20
$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
$130
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Overnight Person-Trips
22
* Low base sizes
$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
$393
0
200
400
600
800
Leisure Business*
Dol
lars
Base: Overnight Person-Trips
24
* Low base sizes
Overnight Trip Characteristics
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
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
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
2
6
4
7
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
29
30
2
6
2
5
0 2 4 6 8
Conference/convention
Other business trip
Percent
2017 2016
Base: Overnight Person-Trips to Jacksonville
31
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Overnight Person-Trips to Jacksonville
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
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
26
26
24
24
0 10 20 30
January-March
April-June
July-September
October-December
Percent
34
Base: Overnight Person-Trips to Jacksonville
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Demographic Profile of Overnight Visitors
60
49
51
49
51
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
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
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
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
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
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
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
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
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
69
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Overnight Person-Trips
Day Trip Expenditures
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
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
$64
0
20
40
60
80
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
73
* Low base sizes
$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
$171
0
50
100
150
200
Leisure Business*
Dol
lars
Base: Day Person-Trips to Jacksonville
75
* Low base sizes
Day Trip Characteristics
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
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
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
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
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
82
States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 3%
Base: Day Person-Trips to Jacksonville
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
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
27
24
24
25
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips
85
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
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
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
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
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
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
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
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
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
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
Demographic Profile of Day
Visitors
97
40
60
47
53
0 20 40 60
Male
Female
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
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
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
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
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
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
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
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
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
106
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Jacksonville U.S. Norm
Base: Day Person-Trips
Appendix: Key Terms Defined
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.
108
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
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