IN-MARKET RESEARCH FINDINGS

• Nine out of ten (92.1%) respondents were on a pleasure-only trip.

• Primary travel planners were equally divided among men and women.

• The number of trips to Wisconsin in a typical year ranged between two and four.

• Most vacationers came from Wisconsin, Illinois or Minnesota. (Minnesota is the largest out-of-state market in the Northwest.)

• Over half (52.6%) of the respondents fall into the 35-54 year old age group.

• Visitors on traditional family vacations accounted for 42.6% of the sample.

• 58.6% did not have children living in their home.

• Husband/wives accounted for 31% of the party makeup, friends for 14.4%.

• Party size averaged 3.37 people per group.

• Scenery and relaxation were the two most predominant reasons cited for most enjoyable vacation experience.

• Swimming and fishing were the most frequently mentioned primary activities.

• Friends and relatives was the single most useful information source cited.

• Over half (50.7%) of late summer vacationers began planning their trip during the months of June, July and August.

• One third (34.5%) planned their August vacation between December and May.

• The average length of vacation was four days.

• Summer is the preferred season for repeat visit followed by fall.

Summer Urban In-Market Research Findings

• Another research effort began during summer 1998 surveying the leisure travelers in our larger metropolitan areas of Milwaukee, Madison, the Fox Cities and Green Bay.

• Many of the findings in the summer urban study were similar to those in summer study conducted in the rural, resort and medium-sized cities. Overall, Milwaukee and Madison offer the most dramatic contrasts.

• Madison and Milwaukee both had similar market share from Illinois (15-20%) while the other areas studied had higher levels of visitors from within Wisconsin averaging slightly over 60%.

• Madison was the only area studied where Minnesota visitors showed up at 5% of the market.

• Business travelers participating in leisure activities was about 15% in Madison, Milwaukee and the Fox Cities.

• Planning was more spur-of-the-moment with about 60% planning their trip within two months of their vacation.

• Visiting friends and family was noted as a most important reason (20-35%) for choosing this time of year for a vacation compared to 9% for the rural/resort summer study.

• Friends and relatives were also selected as a most important source of information for trip planning however, the Internet was mentioned as a source more frequently in Milwaukee and Madison and Green Bay noted by about 10% of respondents compared to 2% in the rural/resort summer study.

• The Green Bay Packers were an important driver for Internet information in Green Bay with over one half of their Internet information queries coming through this site.

• Newspaper advertising was the most frequently mentioned method of choice in all areas surveyed as the best way to attract more people like the vacationers interviewed.

• Friends and relatives were the most important reason given for choosing the destination (30%), but attractions rated higher in Madison and Milwaukee (17%) than other areas of the state.

• Madison rated the highest among the urban areas for a peaceful relaxing atmosphere and natural beauty.

• Scenery and opportunity to relax were rated as better and much better than expected in both Milwaukee (56% and 48% respectively), and Madison (63% and 45%.) Scenery was also highly noted in Green Bay.

• 85% to 95% of the visitors were likely to recommend Wisconsin as a vacation destination.

• Madison and Milwaukee also had a higher percentage of people choosing these destinations due to business.

• Spectator sports were the standout in Green Bay. (Packer training camp.)

• All of the urban areas except Green Bay had somewhat longer lengths of stay (4 to 5 nights.)

• The urban visitor had a much higher level of travel to other areas while on this vacation – some used the city as a staging area and others were passing through.

• Madison and Milwaukee were visited more by single travelers or couples whereas Green Bay and the Fox cities were serving the couples, family and larger friends groups.

• Milwaukee, Madison and the Fox Cities visitors were slightly younger and had higher levels of education than all other areas studies in both of the summer surveys. Green Bay had the highest level of those 35-44 years of age and more family vacationers.

• The urban areas a broader mix of ethnicity when compared to the statewide study.

• Hotels were the lodging of choice in Milwaukee with 40% staying at these facilities.

• Green Bay had the highest percentage of daytrippers (36.5% compared to the statewide average of 17.2%.) All of the urban areas had a greater percentage of daytrips than the state as a whole.

• Spending was relatively similar ($300-$400) in all urban areas and slightly lower than the rural/resort summer study ($500).

• Food and activities for adults were better or much better than expected in Madison and Milwaukee. Green Bay was the highest rated for children’s activities. Shopping was also an important reason for choosing the Fox Cities and Madison as destinations.

• Road construction was mentioned as a problem area on I90 and I94 in Madison and Milwaukee. Hwy. 41 was noted as a problem area in the Fox Cities.

• Visiting friends and relatives was rated as the thing most enjoyed about the urban vacation.

• Scenery, restaurants, lodging and people’s hospitality were standouts for Madison and Milwaukee.

• The Packers were a favorite in Green Bay while shopping was the highlight in the Fox Cities.

• Just as in the statewide summer study, May through October were the most popular times for a return trip to Milwaukee and Green Bay as well as other areas in Wisconsin.

Fall In-Market Research Findings

• Finding from the fall portion of the study provided interesting similarities as well as differences among vacationer attitudes and behaviors.

• As with summer, over half of our visitors planned their trip during or one month before they traveled.

• Maps were identified as a single most important source of information in both the summer and fall studies.

• State and local information was used in planning and while on vacation with somewhat greater reliance on local publications in the fall than summer.

• Weather was slightly more important, (30%) as a planning factor in fall than summer.

• Natural beauty and wildlife were a strong draw for summer and fall vacationers with more emphasis on these factors as a fall motivator.

• Scenery and the opportunity to relax were key travel expectations.

• Similar to the summer study, both exceeded visitors expectations with 75% and 60% respectively reporting these factors were better or much better than expected.

• Fall travel groups were somewhat smaller than those found in summer, 2.5 vs. 3.3 people.

• Length of vacation was somewhat shorter in fall with an average vacation lasting about 2.5 days.

• There was a higher percentage of couples traveling in fall, (44%) than during summer (31%).

• However, the traditional family accounted for about 1/3 of fall travelers, somewhat lower than summer (43%).

• Friends, (14%) and those traveling alone, (6%) were similar in summer and fall.

• As in summer, high levels of satisfaction are likely or very likely to result in a return visit to Wisconsin (98.2%) for fall.

• Summer or fall are the most likely seasons for a return visit.

Winter In-Market Research Findings

• Leisure travelers in our northern areas took an average of 7.1 Wisconsin vacations in a typical year compared to the 4 summer vacation and 3.6 fall vacation averages.

• Visitors in the winter came from the same geographic markets found in the summer and fall with Wisconsin just over half, Illinois about 25% and Minnesota a strong third at 15%. (Minnesota is the largest out-of-state market in the Northwest.)

• Winter vacation planning occurs generally in the fall right into the season.

• Weather is a key feature for the timing of those planning outdoor activities.

• Maps again were noted as being a most important information planning source second only to advice from friends and relatives.

• Natural beauty and snow for recreation were vital in the choice of destination. 80.2% of the visitors rated scenery as better or much better than expected.

• Better groomed snowmobile trails were requested by 20% of the outdoor enthusiasts.

• Winter travelers in the north tend to travel in groups of friends and family with the average party size of 4.4 people.

• Winter vacations, on average lasted somewhat longer (3.4 days) than those in fall and spring.

• One half of the visitors stayed at hotels/motels, a significantly higher percentage than the other seasons and daytrips were the least common during winter.

• On average, winter travelers spent about the same as the summer visitor ($494 per trip).

• Winter travelers expressed enthusiasm for their Wisconsin vacations with 97.2% indicating that they are likely or very likely to return here for a vacation and 97.8% indicating they would recommend Wisconsin as a vacation destination.

Spring In-Market Research Findings

• Much like our winter travelers, those here in the spring typically take 6.4 Wisconsin vacations per year.

• Serious planning begins in February and continues through May.

• Weather, special events and less crowded conditions were all mentioned as important reasons for the timing of a spring getaway.

• In addition to maps, newspaper and magazine articles were sited as most important sources of information for planning a trip.

• Natural beauty and special events were primary reasons for the choice of destination. A relaxed peaceful atmosphere was also mentioned as an important attribute of the selected destination.

• Like fall, spring is more of a couples season with an average travel party size of 2.8. Nearly 40% were couples and two-thirds do not have children under 18 years old in the household.

• Unlike fall with 37% of the visitors in the 18 to 34 year age group, over 25% of the visitors were 55 years or older and another 46% were between the ages of 35 and 54 years.

• Spring vacations were slightly shorter than either summer or winter with an average of 3 days of vacation allotted.

• Unlike the winter, daytrips begin to occur with a frequency similar to summer and fall.

• Shopping and eating at restaurants complement the viewing of nature’s changing landscape.

• Spending was somewhat lower in spring than either summer or winter with an average $382 vacation budget.

• Scenery and the opportunity to relax were rated as better or much better than expected by nearly 70% of the visitors.

• An unseasonably warm spring gave the weather very high marks for aspects most enjoyed on the vacation.

• As with the other three seasons, 97% of the travelers indicated that they would return to Wisconsin for a vacation and almost 100% would recommend Wisconsin as a vacation destination.

4-SEASON VACATION ACTIVITIES SUGGEST WAYS TO MARKET

The research the Department of Tourism conducted with consumers as they actually took their Wisconsin vacations in summer and fall of 1997 provided a wealth of information about what they actually did while on vacation.

We found that different groups of people have certain clusters of related interests. For example, those who like antiquing also tend to like historic sites and museums. By looking at a travel parties related interests, we were able to assemble activities into sets per season. The following shows two activity sets for each of the four seasons:

Summer

Live & Learn
Visiting museums
Visiting historic sites
Visiting state parks
Eating at restaurants
Watching wildlife

Resort Surf 'n' Turf
Golfing
Gambling
Motorboating
Playing tennis
Water-skiing

Fall

Heritage & Sports
Fishing
Golfing/tennis
Visiting historic sites
Visiting museums

Back to Nature
Hiking/biking
Fishing
Visiting state parks

Winter

Quiet Sports Package
Hiking

Other winter sports
Visiting state parks
Wildlife watching
Sleigh riding
Cross-country skiing

Social Gathering
Relaxing with spouse
Visintg friends/family
Shopping/antiquing

Spring

Natural Relaxation
Fishing/hunting
Viewing flowers
Shopping

Merry Makers
Attending events
Eating at restaurants

Not everyone in the travel party did all activities. For example, we learned in the January 1997 focus groups that in some travel parties of two or more couples, some of the party may golf during the day while the others shop or sightsee, then meet for dinner later on.

Marketing sets of activities that vacationers themselves combine in their trips may help define the appeal of your area and provide ideas for packaging your area. In addition, focusing on specific sets of activities rather than all the activities available helps to present a clear, targeted message to consumers.