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Colorado & Denver 2007 Travel Year

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

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  1. Colorado & Denver 2007 Travel Year

  2. 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

  3. 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

  4. 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

  5. U.S. Market Trends for Overnight Trips— 2007 vs. 2006 5

  6. 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

  7. 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

  8. Overnight Trips to Colorado — 1994 to 2007 4% 8

  9. Overnight Leisure Trips to Colorado — 1992 to 2007 3% 9

  10. 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.

  11. Overnight Business Trips to Colorado – 1994 to 2007 12% 11

  12. Overnight Touring and Ski Trips to Colorado Ski Trips Touring Trips 12

  13. Overnight Outdoor and Business/Pleasure Trips to Colorado Outdoor Trips Business/Pleasure Trips 13

  14. Overnight Special Event and CountryResort Trips to Colorado Special Event Trips Country Resort Trips 14

  15. Overnight City and Casino Trips to Colorado City Trips Casino Trips 15

  16. Colorado’s Share of AllOvernight Marketable Trips 16

  17. Colorado’s Share of AllOvernight Ski Trips 17

  18. 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%

  19. 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%

  20. Overnight Trips to Denver — 2007 vs. 2006 • Up – Special Event, City, Combined Business-Pleasure, Ski, Outdoors, Convention/Conference • Flat – VFR, Touring • Down – General Business

  21. Denver’s Travel Market Share Percent Identifying Denver as Main Destination of Leisure Trip 1.1%

  22. Travel Spending in Colorado— Overnight Visitors Total = $9.8 Billion Business $1.6 Billion (16%) Leisure $8.2 Billion (84%) 22

  23. Colorado Travel Expenditures— Overnight Visitors Total Spending Up 10% Leisure Business 23

  24. 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

  25. Colorado Expenditure Tracking — Overnight Visitors 25

  26. Travel Spending in Colorado — Overnight Visitors Total = $9.8 Billion Denver Metro $2.9 Billion (30%) Other Colorado $6.9 Billion (70%) 26

  27. Travel Spending* in Denver — Overnight Trips Total Spending Up 6% Business Leisure

  28. Overnight Travel Spending By Sector — Denver vs. Other Colorado Regions Base: Overnight Visitors 28

  29. Denver Travel Spending by Sector — Overnight Trips Accommodations Food Transportation

  30. Denver Travel Spending by Sector — Overnight Trips (Cont’d) Recreation Retail

  31. 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

  32. 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%

  33. Length of Stay — Colorado vs. U.S. Norm Base: Overnight Leisure Trips

  34. Length of Stay — Denver Base: Overnight Leisure Trips

  35. 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%

  36. Spent Time/Overnight in Each Region Base: Overnight Leisure Trips 36

  37. Most Popular Places for Visitors Base: Overnight Leisure Trips

  38. Colorado/Denver Product Delivery “A place I would really enjoy visiting”

  39. Colorado’s Product vs. Image Base: Overnight Leisure Trips 39 *Visited within the past year

  40. Denver’s Product vs. Image Base: Overnight Leisure Trips

  41. 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

  42. 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

  43. 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

  44. CONGRATULATIONS!

  45. Colorado & Denver 2007 Travel Year

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