Travel Tracker: Measuring Travelwisconsin.com

MEASURING TRAVELWISCONSIN.COM USE

Results from the Department of Tourism Internet Survey

Like many travel Web sites, the Department's travelwisconsin.com Web site continues to enjoy increased use since it's inception in 1995. Through November 2002, travelwisconsin.com had 540,000 new users and 1.9 million visits. Web site visits are up 123 percent since 1999.

These Web statistics, while useful, don't tell the whole story about travelwisconsin.com users. To learn more about our Web site visitors, the Department recently conducted a yearlong study via a pop-up, online survey. Approximately 300 surveys were collected each month from October 2001 through September 2002. The majority of those responding to the survey had prior Wisconsin vacation experience or have used one or more Wisconsin Tourism information sources to obtain travel ideas.

User Demographics

Nearly all respondents (86%) said they were using the Web site for leisure travel rather than for business or other reasons. The majority of Web site users are familiar with Wisconsin as a leisure destination - eight out of ten travelwisconsin.com users have vacationed in Wisconsin as an adult and most originate from the Midwest. States of origin mirror other Department research with Wisconsin as the top market (49.2%) followed by Illinois (20.5%), Minnesota (7.4%), Iowa (3%) and Michigan (2%).

The most common travelwisconsin.com user is female, aged 35-54 with household income between $25,000 and $99,000. Sixty-two percent of all respondents did not have children under 18 years of age living at home.

Online Travel Planning Habits

Respondents most frequently learned about travelwisconsin.com from Internet search engines or Web sites. Department of Tourism publications were mentioned second most frequently, twice as often as media advertising. Among all other media, television advertising and print articles were the most frequent ways respondents reported learning about the site.

More respondents (60%) used the site to get travel ideas than to actually plan a Wisconsin trip (25%). Of those using the Web site to make travel plans, 18 percent used the trip planner feature. The overwhelming majority (70 to 80%) rated travelwisconsin.com excellent, very good or good for stimulating travel ideas, content and ease of use and exploration.

Nearly 90 percent of survey respondents were planning a Wisconsin trip within the next 12 months. Summer is the most frequently mentioned season for a future vacation (73%) followed by fall (54%), spring (36%) and winter (34%). Lead-time planning varies by the time of year - fall respondents indicated they were planning a trip in the short term, whereas many winter respondents were planning summer trips four to six months in advance.

Travelwisconsin.com vs. other sources of travel information

Despite the increased use of the Internet as a primary source for travel information, most Web travel planners continue to rely on travel publications and brochures in conjunction with the Internet. Over two-thirds of the respondents indicated they have used one or a combination of the Department's toll-free number, travel guides or information centers. Seventy percent of those who use state travel information stated that they use state publications in conjunction with travelwisconsin.com rather than using the site as a substitute for publications.

Younger Web users (Gen Y and X) are more inclined to rely only on the Internet for travel information and Empty Nesters (55-64 years old) and Seniors (age 65+) list the Internet in conjunction with other sources of information such as state and local tourism publications.

Forty-two percent of the Department's Internet users order publications online. When given a choice as to how they would like to receive publications, 80 percent want to receive them via the U.S. mail. Only the youngest users are interested in the opportunity to download complete publications.

Top Travel Interests

Overall the top recreational activities of travelwisconsin.com users are sightseeing, festivals and events, parks and forests, fall colors, hiking and walking, historic sites, camping, museums, boating, and indoor pools and water parks. Top lodging choices in Wisconsin are hotels, motels, day-trips, family and friends, resorts, and camping.

For information about the Department's Internet survey, contact Dave Scheler at (608) 261-8187. For additional research on Internet use by travelers, refer to the March 2002 Travel Tracker Bulletin available online or by contacting Sue Hamilton at (608) 266-6792.

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	Strategic Plans Programs & Services Media Room Research & Travel Trends Partners & Resources Driving Directions Online Toolbox Governor's Conference on Tourism Travelwisconsin.com		MEASURING TRAVELWISCONSIN.COM USE Results from the Department of Tourism Internet Survey Like many travel Web sites, the Department's travelwisconsin.com Web site continues to enjoy increased use since it's inception in 1995. Through November 2002, travelwisconsin.com had 540,000 new users and 1.9 million visits. Web site visits are up 123 percent since 1999. These Web statistics, while useful, don't tell the whole story about travelwisconsin.com users. To learn more about our Web site visitors, the Department recently conducted a yearlong study via a pop-up, online survey. Approximately 300 surveys were collected each month from October 2001 through September 2002. The majority of those responding to the survey had prior Wisconsin vacation experience or have used one or more Wisconsin Tourism information sources to obtain travel ideas. User Demographics Nearly all respondents (86%) said they were using the Web site for leisure travel rather than for business or other reasons. The majority of Web site users are familiar with Wisconsin as a leisure destination - eight out of ten travelwisconsin.com users have vacationed in Wisconsin as an adult and most originate from the Midwest. States of origin mirror other Department research with Wisconsin as the top market (49.2%) followed by Illinois (20.5%), Minnesota (7.4%), Iowa (3%) and Michigan (2%). The most common travelwisconsin.com user is female, aged 35-54 with household income between $25,000 and $99,000. Sixty-two percent of all respondents did not have children under 18 years of age living at home. Online Travel Planning Habits Respondents most frequently learned about travelwisconsin.com from Internet search engines or Web sites. Department of Tourism publications were mentioned second most frequently, twice as often as media advertising. Among all other media, television advertising and print articles were the most frequent ways respondents reported learning about the site. More respondents (60%) used the site to get travel ideas than to actually plan a Wisconsin trip (25%). Of those using the Web site to make travel plans, 18 percent used the trip planner feature. The overwhelming majority (70 to 80%) rated travelwisconsin.com excellent, very good or good for stimulating travel ideas, content and ease of use and exploration. Nearly 90 percent of survey respondents were planning a Wisconsin trip within the next 12 months. Summer is the most frequently mentioned season for a future vacation (73%) followed by fall (54%), spring (36%) and winter (34%). Lead-time planning varies by the time of year - fall respondents indicated they were planning a trip in the short term, whereas many winter respondents were planning summer trips four to six months in advance. Travelwisconsin.com vs. other sources of travel information Despite the increased use of the Internet as a primary source for travel information, most Web travel planners continue to rely on travel publications and brochures in conjunction with the Internet. Over two-thirds of the respondents indicated they have used one or a combination of the Department's toll-free number, travel guides or information centers. Seventy percent of those who use state travel information stated that they use state publications in conjunction with travelwisconsin.com rather than using the site as a substitute for publications. Younger Web users (Gen Y and X) are more inclined to rely only on the Internet for travel information and Empty Nesters (55-64 years old) and Seniors (age 65+) list the Internet in conjunction with other sources of information such as state and local tourism publications. Forty-two percent of the Department's Internet users order publications online. When given a choice as to how they would like to receive publications, 80 percent want to receive them via the U.S. mail. Only the youngest users are interested in the opportunity to download complete publications. Top Travel Interests Overall the top recreational activities of travelwisconsin.com users are sightseeing, festivals and events, parks and forests, fall colors, hiking and walking, historic sites, camping, museums, boating, and indoor pools and water parks. Top lodging choices in Wisconsin are hotels, motels, day-trips, family and friends, resorts, and camping. For information about the Department's Internet survey, contact Dave Scheler at (608) 261-8187. For additional research on Internet use by travelers, refer to the March 2002 Travel Tracker Bulletin available online or by contacting Sue Hamilton at (608) 266-6792.