Travel Tracker: Demographics of Wisconsin's Fall Travelers

Lifestyle Differences of Wisconsin's Fall Visitors

How much do you know about the ages - and lifestyles - of your visitors? The following demographics and psychographics of Wisconsin's fall visitors were compiled from a sample of over 1,300 surveys conducted during the Seasonal In-Market study by the Wisconsin Department of Tourism in September and October 2002. This study was done in four areas of the state: Sheboygan Area (Sheboygan County, Manitowoc and Two Rivers) Vilas & Oneida counties, Iowa & Green counties, and Sawyer County including Washburn & Bayfield counties.

Six percent of the fall visitors were Gen Y-ers.

Eighty-one percent were Wisconsin residents, 7% Illinois residents, 5% Minnesotans, and 2% Iowans.

Gen Y-ers typically traveled with their friends, extended families, or alone.

The majority of their travel parties did not include kids under the age of 18.

Over half had annual household incomes of less than $30,000; 28% had incomes between $30,000 and $40,000.

They primarily stayed in resorts, with family and friends, or camped in tents.

They indicated that festivals and events as well as visiting family and friends were their most important trip-related activities.

More than the other generations, this group relied on word-of-mouth recommendations.

They were long-range planners - 41% planned their fall trip in June or July, 13% planned it prior to June.

They mentioned newspapers, the Internet, magazines and cable TV as a means to advertise to them in the future

Gen X-ers accounted for 16% of the fall respondents.

Seventy-one percent came from Wisconsin, 12% were Illinois residents, 4% from Michigan, and 7% from Minnesota.

Spouses, significant others, friends, kids and extended family members were their travel companions.

Twenty-five percent of the Gen X-er travel parties were traveling with kids under the age of 18.

Annual household incomes were higher - 35% had incomes between $30,000-$50,000; 30% had incomes between $50,000 and $75,000; 26% had incomes higher than $75,000.

Hotels, family and friends, and motels were their primary lodging choices.

Festivals and events, as well as visiting family and friends, were their most important trip-related activities.

Trip planning was shorter than the previous generation - 45% planned their fall trip in September and October.

To attract more visitors like themselves, they indicated we should advertise in newspapers, Internet, magazines and cable TV

Nineteen percent of the fall respondents were Young Boomers.

Wisconsinites accounted for 63%, 17% came from Illinois, 3% from Michigan, 7% from Minnesota, and 3% from Iowa.

Travel companions were typically spouses and significant others - just 31% of their travel parties included kids under the age of 18.

Young Boomers were more affluent - 29% had annual incomes between $50,000 and $75,000; 41% had incomes over $75,000.

This generation typically stayed in hotels, motels or resorts.

As with the previous generations, their most important trip activities included festivals and events and visiting family and friends.

Close to half of the Young Boomers planned their trip in September and October; 14% planned it in August.

Newspapers, the Internet and magazines were recommended as ways to attract more visitors like themselves.

Older Boomers accounted for 20% of the fall respondents.

Fifty-nine percent came from Wisconsin, 20% from Illinois, 9% from Minnesota, and 2% came from Iowa.

This generation was more likely to travel with their spouses or friends and less likely to travel alone. Twenty-one percent were traveling with kids under the age of 18.

This generation also tended to be more affluent - 17% had incomes between $75,000 and $100,000, 27% had incomes of $100,000 or more.

Unlike the preceding generations, there was a slight diminish in hotel use and an increase in the use of motels, RVs, and second/vacation homes.

Favored trip activities included festivals and events and visiting family and friends.

More than 52% planned their trip in September or October, 15% planned it in August and 15% planned it in June or July.

Recommended ways to advertise to them was in newspapers, the Internet and in magazines.

Twenty-two percent of the fall visitors were between the ages of 55 and 64 years old.Wisconsin residents accounted for 55%, Illinois 18%, Michigan 4%, Minnesota 12%, and Iowa 2%.

Travel parties were comprised primarily of spouses (67%) or friends (20%).

Eighty-eight percent of the travel parties did not include kids.

Forty-five percent of the Empty Nesters households had annual incomes of more than $75,000.

Hotels, motels and family and friends were mentioned as their lodging choices.

Empty Nesters mentioned festivals and events or shopping as their favorite trip activities.

As with the Older Boomers, short-term planning was the norm - 52% planned their fall trip in September or October; 14% planned in August, 15% planned it in June or July.

Newspapers, the Internet or magazines were the recommended ways to advertise to this generation.

Seniors accounted for 16% of the fall respondents.

Fifty-two percent were state residents, 4% from Indiana, 15% from Illinois, 4% from Michigan, 11% from Minnesota and 3% from Iowa.

Seniors typically traveled with their spouses, extended families or friends; nine out of ten travel parties did not include children.

Household income levels were lower for the Seniors; 30% had incomes under $30,000, 37% had incomes between $30,000 and $50,000.

More RV campers came from this generation (10%). In addition to RVs, Seniors stayed in hotels, motels and with family and friends.

Favored trip activities included museums or exhibits as well as attending festivals and events.

Forty-three percent planned their fall getaway during September and October, 21% planned it in August, and 34% planned it prior to August.

Recommended ways of advertising to this population consisted of newspapers, the Internet and magazines.

For information on obtaining this or other Department of Tourism research documents, please see our Research page.

	Search \| Email Updates \| Secretary & Staff \| Employment Opportunities

Strategic Plans Programs & Services Media Room Research & Travel Trends Partners & Resources Driving Directions Online Toolbox Governor's Conference on Tourism Travelwisconsin.com		Lifestyle Differences of Wisconsin's Fall Visitors How much do you know about the ages - and lifestyles - of your visitors? The following demographics and psychographics of Wisconsin's fall visitors were compiled from a sample of over 1,300 surveys conducted during the Seasonal In-Market study by the Wisconsin Department of Tourism in September and October 2002. This study was done in four areas of the state: Sheboygan Area (Sheboygan County, Manitowoc and Two Rivers) Vilas & Oneida counties, Iowa & Green counties, and Sawyer County including Washburn & Bayfield counties. Generation Y - 18-24 Year Olds: Six percent of the fall visitors were Gen Y-ers. Eighty-one percent were Wisconsin residents, 7% Illinois residents, 5% Minnesotans, and 2% Iowans. Gen Y-ers typically traveled with their friends, extended families, or alone. The majority of their travel parties did not include kids under the age of 18. Over half had annual household incomes of less than $30,000; 28% had incomes between $30,000 and $40,000. They primarily stayed in resorts, with family and friends, or camped in tents. They indicated that festivals and events as well as visiting family and friends were their most important trip-related activities. More than the other generations, this group relied on word-of-mouth recommendations. They were long-range planners - 41% planned their fall trip in June or July, 13% planned it prior to June. They mentioned newspapers, the Internet, magazines and cable TV as a means to advertise to them in the future Generation X - 25-34 Year Olds: Gen X-ers accounted for 16% of the fall respondents. Seventy-one percent came from Wisconsin, 12% were Illinois residents, 4% from Michigan, and 7% from Minnesota. Spouses, significant others, friends, kids and extended family members were their travel companions. Twenty-five percent of the Gen X-er travel parties were traveling with kids under the age of 18. Annual household incomes were higher - 35% had incomes between $30,000-$50,000; 30% had incomes between $50,000 and $75,000; 26% had incomes higher than $75,000. Hotels, family and friends, and motels were their primary lodging choices. Festivals and events, as well as visiting family and friends, were their most important trip-related activities. Trip planning was shorter than the previous generation - 45% planned their fall trip in September and October. To attract more visitors like themselves, they indicated we should advertise in newspapers, Internet, magazines and cable TV Young Baby Boomers - 35-44 Year Olds: Nineteen percent of the fall respondents were Young Boomers. Wisconsinites accounted for 63%, 17% came from Illinois, 3% from Michigan, 7% from Minnesota, and 3% from Iowa. Travel companions were typically spouses and significant others - just 31% of their travel parties included kids under the age of 18. Young Boomers were more affluent - 29% had annual incomes between $50,000 and $75,000; 41% had incomes over $75,000. This generation typically stayed in hotels, motels or resorts. As with the previous generations, their most important trip activities included festivals and events and visiting family and friends. Close to half of the Young Boomers planned their trip in September and October; 14% planned it in August. Newspapers, the Internet and magazines were recommended as ways to attract more visitors like themselves. Older Baby Boomers - 45-54 Year Olds: Older Boomers accounted for 20% of the fall respondents. Fifty-nine percent came from Wisconsin, 20% from Illinois, 9% from Minnesota, and 2% came from Iowa. This generation was more likely to travel with their spouses or friends and less likely to travel alone. Twenty-one percent were traveling with kids under the age of 18. This generation also tended to be more affluent - 17% had incomes between $75,000 and $100,000, 27% had incomes of $100,000 or more. Unlike the preceding generations, there was a slight diminish in hotel use and an increase in the use of motels, RVs, and second/vacation homes. Favored trip activities included festivals and events and visiting family and friends. More than 52% planned their trip in September or October, 15% planned it in August and 15% planned it in June or July. Recommended ways to advertise to them was in newspapers, the Internet and in magazines. Empty Nesters - 55-64 Year Olds: Twenty-two percent of the fall visitors were between the ages of 55 and 64 years old.Wisconsin residents accounted for 55%, Illinois 18%, Michigan 4%, Minnesota 12%, and Iowa 2%. Travel parties were comprised primarily of spouses (67%) or friends (20%). Eighty-eight percent of the travel parties did not include kids. Forty-five percent of the Empty Nesters households had annual incomes of more than $75,000. Hotels, motels and family and friends were mentioned as their lodging choices. Empty Nesters mentioned festivals and events or shopping as their favorite trip activities. As with the Older Boomers, short-term planning was the norm - 52% planned their fall trip in September or October; 14% planned in August, 15% planned it in June or July. Newspapers, the Internet or magazines were the recommended ways to advertise to this generation. Seniors - 65 or older: Seniors accounted for 16% of the fall respondents. Fifty-two percent were state residents, 4% from Indiana, 15% from Illinois, 4% from Michigan, 11% from Minnesota and 3% from Iowa. Seniors typically traveled with their spouses, extended families or friends; nine out of ten travel parties did not include children. Household income levels were lower for the Seniors; 30% had incomes under $30,000, 37% had incomes between $30,000 and $50,000. More RV campers came from this generation (10%). In addition to RVs, Seniors stayed in hotels, motels and with family and friends. Favored trip activities included museums or exhibits as well as attending festivals and events. Forty-three percent planned their fall getaway during September and October, 21% planned it in August, and 34% planned it prior to August. Recommended ways of advertising to this population consisted of newspapers, the Internet and magazines. For information on obtaining this or other Department of Tourism research documents, please see our Research page.
	Home \| Strategic Plans \| Programs & Services \| News \| Research \| Partners & Resources \| Secretary & Staff\| Wisconsin Film Office \| Governor's Conference on Tourism \| Search

Lifestyle Differences of Wisconsin's Fall Visitors

Generation Y - 18-24 Year Olds:

Generation X - 25-34 Year Olds:

Young Baby Boomers - 35-44 Year Olds:

Older Baby Boomers - 45-54 Year Olds:

Empty Nesters - 55-64 Year Olds:

Seniors - 65 or older: