THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM

February/March 1998

FALL VISITORS EVEN MORE LOYAL THAN SUMMER

The Department of Tourism continues its efforts to ask vacationers, "How are we doing?" In the last issue of "The Marketour," we reported on comments from summer travelers. This issue summarizes the second phase, when we talked to people as they vacationed in the state in September and October.

We asked them about their vacation planning and activities as well as their satisfaction with aspects of their trip right while the experience was top of mind. We interviewed vacationers who were visiting a variety of sites in the Marinette, St. Croix, Fond du Lac and Grant county areas. We took just 10 minutes of their valuable vacation time, and offered them small thank you gifts for participating.

How We Did: Those who visited us in fall were even more likely than our summer visitors to return to the state and to recommend it to someone else: 98 percent said they would be likely to take another vacation in Wisconsin, while all but 2 of 713 people we talked to -- virtually 100 percent -- said they would recommend a Wisconsin vacation to a friend or relative.

Scenery continued to top the list of things people liked most about their fall Wisconsin vacations. Other favorites included the beautiful fall weather and being with family and friends. Vacationers also said the opportunity to relax and their most important vacation activities were better than they expected.

Vacationers mentioned the same areas for improvement in fall as they did in summer, but fall visitors felt more strongly about them: 31 percent found indoor activities to be lacking and 22 percent felt that prices did not meet their expectations. There were also many comments about road conditions being worse than expected. These areas are all important to keep in mind in serving the fall traveler.

Vacation Planning: All but 6 percent of the fall vacationers we spoke to visit the state at least once in a typical year. As in summer, half planned their trip within two months of taking it, while most of the other half planned in the summer months. Therefore, inviting your summer visitors to return in fall as well as advertising and promoting destinations during the fall months are important.

While 68 percent -- about the same percentage as in summer -- planned their vacations around work and the schedules of others, expectations of good weather formed a more important planning factor in fall (30 percent) than in summer (21 percent). This suggests that some travelers may be following weather reports to determine when, or even if, they should take that next trip to Wisconsin.

In fall, we found that people relied on state maps as their most important source of travel information as often as they relied on friends or relatives. Road atlases and AAA -- specifically, Triptiks -- were important as well.

Fall travel parties were smaller than in summer, usually two people. And while fall travelers were as likely as summer visitors to have children living at home with them, they were less likely to bring their children with them on their fall vacation: one-third of fall vacation parties included children, while 44 percent were couples. And at 13 percent, friend groups accounted for about the same percentage of travelers in fall as in summer.

Vacation Activities: The most popular fall activities were very different from those in summer. Viewing fall colors was the most popular, while many people also visited state or county parks, toured museums, visited friends or relatives and watched wildlife. The one activity which was popular in both summer and fall? Shopping.

Fall vacations typically lasted two days, making them one day shorter, on average, than summer vacations. However, the typical amount spent was about the same: Half of fall travelers spent $250 or less on their trip and half spent more. As in summer, just under half of the vacationers we interviewed spent little on lodging. Over a third (37 percent) did not pay for lodging at all by staying at their own property (1 percent), or with friends or relatives (13 percent), or by taking a day trip (23 percent). Another 14 percent stayed at campgrounds, primarily in RVs and campers.

What's Next: We're already using the results of the summer study for strategic planning, and those in the tourism industry who have read the full report have also found it useful for their planning.

For more information or a copy of the summer and/or fall reports, contact David Scheler at the Department of Tourism (608/261-8187 or dscheler@tourism.state.wi.us) or your local development consultant. The winter wave of the study began in late January.

TRAVEL TRENDS

Summer Trends and Tips: The share of summer vacationers who plan to camp or climb increased from 40 percent to 45 percent between 1996 and 1997. That's because young adults aged 18 to 24 are the most fond of sleeping outdoors, and they were also the most enthusiastic travelers last summer, according to the Travel Industry Association of America.

Fully 84 percent in this group planned to take a summer trip, compared with 78 percent of all adult travelers. With all its outdoor adventures, Wisconsin's an ideal destination for this group. Consider marketing to them through partnerships with local sporting goods stores, health clubs, college newspapers and targeted radio.

In addition to camping and climbing, five other outdoor activities saw record numbers of participation last year, according to a survey by the National Sporting Goods Association. The number of people who engaged in kayaking or rafting increased 12.7 percent to 3.9 million. Backpacking grew by 12.4 percent to 11.5 million; followed by canoeing, up 11.1 percent to 9.7 million; hiking, up 5.8 percent to 26.5 million; and off-road mountain biking, up 8.6 percent to 7.3 million.

In-Flight Pubs Take Off With Jet Setters

Although affluent households (those with incomes of $70,000 or more) are only 17 percent of U.S. households, they spend 75 percent of travel dollars. The number of affluent households has increased in the past year from 42 million to 45 million. Affluent consumers average 8.2 flights per year, compared to the national average of 2.8 flights.

"This shows how important the affluent population is to the country's travel market and explains why readership among travel publications is on the upswing," said Mitch Lurin, Monroe Mendelsohn Research president.

Readership of Reed Travel Group's "Frequent Flyer" magazine increased 57 percent since 1996, "America West Airlines Magazine" increased by 41 percent, and "Northwest Airlines World Traveler" increased by 34 percent. Others with significant readership growth included "Hemispheres," "American Way" and "Sky." (Monroe Mendelsohn Research, New York)

Special Co-op Opportunities

To help the industry tailor its advertising to coincide with editorial coverage, following are editorial schedules for a few newspapers targeting prime markets. To take advantage of this enhanced travel coverage, the Department has developed special co-op advertising programs with these newspapers.

Lee Enterprises Newspapers has scheduled numerous Wisconsin travel features for 1998 to run in five of its Midwest papers - "Wisconsin State Journal," "Racine Journal Times," "La Crosse Tribune," "Quad City Times" and "Winona Daily News." Following are the topics: family vacations (March 29); Milwaukee and Madison (April 19); travel Wisconsin (May 17); Mississippi River city tour (June 14); Midwest golf vacations (July 12); the great Northwoods (Aug. 16); fall color (Sept. 6); Wisconsin's Lake Michigan port cities (Oct. 4); and ski Midwest (Nov. 22). Co-op opportunities are available for each section.

The "Milwaukee Journal Sentinel" has the following editorial scheduled: "Destination Wisconsin: Your Guide to Summer Fun," a special tabloid section (April 5); Wisconsin Sesquicentennial(tm) special section (May 24); spring golf in the sports section (April 19); Greater Milwaukee Open special stand-alone section (Aug. 30); Wisconsin Winter Festivals special section for a new sports show (Nov. 8); meetings and conventions in the Monday business section (Feb. 23-Aug. 24). Co-op advertising opportunities will be available in most sections.

On April 19, the "Chicago Tribune" is running a special tabloid-size insert covering the many Sesquicentennial celebrations during 1998 as well as the state's history. Results of the "Wisconsin Memories" reader contest that the paper is conducting will also be announced in this section. A special reduced co-op rate of $150 net per column inch also includes exposure on the "Tribune's" Web site (www.tribune.com).

For more information about these and other opportunities, contact Diane Liebe at Laughlin/Constable, 414/270-7109, or Winfield MacDonald at the Wisconsin Department of Tourism, 608/266-8045.

QUICK TIPS

Media Leads: Here are a few publications that might not be on your media list that are seeking travel-related sporting and/or outdoors information. "Sports Illustrated Women/Sport" Editor Sandy Bailey wants travel destination information with a sporting component. Send materials to 1271 Avenue of the Americas, New York, NY 10020, call 212/522-2248 or fax 212/522-4543.

"WisConservation" is a newspaper of the Wisconsin Wildlife Federation with a circulation of more than 10,000. Send calendar of events information and feature travel material to Dan Gries, editor, "WisConservation," 617 11th St., Menasha, WI 54952. Phone: 920/725-4092. Fax: 920/725-0052.

"Midwest Outdoors" magazine welcomes information about sports shows, fishing, hunting, licensing requirements, and more for its new Wisconsin calendar, which debuted in the January 1998 issue. Send materials at least two months in advance of events to Larry Ladowski, 111 Shore Drive, Hinsdale, IL 60521 or fax 630/887-1958. Phone: 1-800-666-8878, ext. 106.

Just Plain Ask

Just as the Department of Tourism questioned travelers while on vacation, you, on an informal basis, can get your own "real time" feedback.

Here are a few ideas that make a difference in bringing people back: When your customers are checking out or leaving your business, ask them questions such as "How was your trip?" "What was the most memorable thing about your trip?" "What would you like to do next time?" Not only will travelers appreciate this personal touch, the queries themselves might also encourage travelers to evaluate their experience and think about coming back.

Log responses and review them for special insight. Share comments with all employees and include this approach in your training program as appropriate.

10-SECOND WRITING CLINIC

The word "myself" is frequently misused, both in speech and writing. If in doubt, it's probably safe to say don't use "myself" - that's how infrequently it's correct. Basically, it's a word used to refer to yourself when you are the object: I shave myself.

Examples might be the easiest way to explain: Incorrect: Another fellow and myself saw the whole thing. Correct: Another fellow and I saw the whole thing. Incorrect: Sam invited John and myself to dinner. Correct: Sam invited John and me to dinner.

PR'S GREATEST HITS

An Associated Press story about top holiday celebrations throughout the country featured several Wisconsin offerings -- "An Old World Christmas at the Pabst Mansion" in Milwaukee; the Wisconsin Fall/Winter Event & Recreation Guide, including the state's 24-hour hot line, 1-800-432-TRIP/8747; and a photo of a horse-drawn sleigh ride.

The article was distributed to 1,550 AP member newspapers across the nation, representing 98.8 percent of all U.S. dailies and 99 percent of the U.S. newspaper circulation. The state was in good company -- New York City, New Orleans and San Antonio were also mentioned in the feature.