TRAVEL & TOURISM MARKET RESEARCH HANDBOOK
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1 TRAVEL & TOURISM MARKET RESEARCH HANDBOOK Published by Richard K. Miller & Associates September 2014; 690 pages; ISBN # PART I: TRAVEL STATISTICS 1 NATIONAL & STATE TRAVEL STATISTICS 1.1 Market Summary 1.2 State-by-State Travel Spending 1.3 Market Resources 2 CITY-BY-CITY TOURISM & SPENDING 2.1 Overview 2.2 Travel and Tourism Statistics 3 CITY-BY-CITY TRAVEL SURVEY 3.1 Overview 3.2 Business Trips 3.3 Business Air Travel 3.4 International Air Travel 3.5 Hotel Stays 3.6 Rental Car Use 3.7 Ocean Cruises 4 MOST-VISITED CITIES 4.1 Most-Visited Cities 5 MOST-VISITED TOURIST ATTRACTIONS 5.1 Most-Visited Tourist Attractions 6 INTERNATIONAL TRAVEL 6.1 Market Assessment 6.2 U.S. Passports 6.3 Outbound Travel 6.4 Overseas Visitors to Select Destinations 6.5 Inbound Travel 6.6 International Arrivals 6.7 International Visitor Spending 6.8 Market Resources PART II: ANALYSES
2 7 ADVENTURE TRAVEL 7.1 Overview 7.2 Market Assessment 7.3 Adventure Festivals 7.4 Mountaineering 7.5 Surfing 7.6 Skydiving 7.7 Zipline Canopy Tours 7.8 Market Resources 8 AGRITOURISM 8.1 Overview 8.2 Entertainment Farms 8.3 Living History Farms 8.4 WWOOF Farms 9 AIR SHOWS 9.1 Overview 9.2 Popular Air Shows 9.3 Air Show Performers 9.4 Market Resources 10 AIRLINES 10.1 Market Assessment 10.2 Major Airlines 10.3 Flight Statistics 10.4 Baggage Fees 10.5 Market Resources 11 AIRPORTS 11.1 Largest Airports 11.2 Airport Retail 11.3 Food Concessions At Airports 11.4 Amenities at Airports 11.5 Airport Rewards Programs 11.6 Market Resources 12 AMUSEMENT PARKS 12.1 Market Assessment 12.2 Top Amusement Parks 12.3 Theme Parks 12.4 Water Parks 12.5 Hotel Waterparks 12.6 Market Resources 13 ARCHITECTURAL TOURISM 13.1 America s Favorite Structures 13.2 Museums and Cultural Centers 13.3 Frank Lloyd Wright Buildings 13.4 Architectural Walking Tours
3 14 ARTS & CULTURAL FESTIVALS 14.1 Arts Fairs and Events 14.2 Crafts Fairs and Festivals 14.3 Film Festivals 14.4 Literary Festivals 14.5 Music Festivals 14.6 Storytelling Festivals 15 ARTS TOURISM 15.1 Arts Destinations 15.2 Artists Communities 15.3 City Arts Tours and Walks 15.4 Public Art 16 AUTO RENTAL 16.1 Market Assessment 16.2 Largest Car Rental Companies 16.3 Car Sharing 16.4 Market Resources 17 AWARD-WINNING AIRLINES 17.1 Condé Nast Traveler Reader Poll 17.2 J.D. Power Customer Satisfaction Survey 17.3 Travel + Leisure Readers Choice Awards 18 AWARD-WINNING CAR RENTAL AGENCIES 18.1 J.D. Power & Associates Rental Car Satisfaction Study 18.2 Travel + Leisure Readers Choice Awards 19 AWARD-WINNING CRUISE LINES 19.1 Condé Nast Traveler Reader Poll 19.2 Travel + Leisure Readers Choice Awards 20 AWARD-WINNING GOLF RESORTS 20.1 Golf Magazine s Top Golf Resorts 20.2 Golf Digest Magazine s Top Golf Resorts 21 AWARD-WINNING HOTELS 21.1 AAA Five-Diamond Hotels and Resorts 21.2 Condé Nast Traveler Gold List 21.3 Forbes Five-Star Hotels 21.4 Travel + Leisure s Best Hotels 22 AWARD-WINNING SKI RESORTS 22.1 Condé Nast Traveler Reader Poll 22.2 Forbes Magazine Ranking 22.3 Ski Magazine Ranking
4 23 AWARD-WINNING SPAS 23.1 Condé Nast Traveler Spas 23.2 Forbes Five-Star Spas 23.3 Gayot Guide s Best Spas 23.4 SpaFinder Readers Choice Awards 23.5 Travel + Leisure s Best Spas 24 BEACHES 24.1 Travel to Beaches 24.2 Most-Visited Beaches 24.3 Top Beaches 24.4 Regional Beaches 24.5 Best Beach Cities and Towns 24.6 Best Beach Resorts 24.7 Beaches With Ecological Integrity 25 BICYCLE-FRIENDLY CITIES 25.1 Top Bicycle-Friendly States 25.2 Top Bicycle-Friendly Cities 25.3 Bike-Sharing Programs 25.4 Market Resources 26 BICYCLING VACATIONS 26.1 Overview 26.2 Participation 26.3 Top Bicycling Trails 26.4 U.S. Bicycle Route System 26.5 East Coast Greenway 26.6 Rails-to-Trails 26.7 Market Resources 27 BIRD & BUTTERFLY WATCHING 27.1 Overview 27.2 Birding 27.3 Birding Destinations 27.4 Butterflying Destinations 27.5 Market Resources 28 BOTANICAL GARDENS 28.1 Overview 28.2 Popular Gardens 28.3 Rose Gardens 28.4 Exhibitions At Gardens 28.5 Market Resources 29 BUCKET LIST TRIPS 29.1 Overview 29.2 Places To See Before You Die 29.3 Journeys Of A Lifetime 29.4 Must-Be-There Events 29.5 Bucket List Sports Events
5 30 BUSES & MOTORCOACHES 30.1 Overview 30.2 Economic Impact 30.3 Intercity Bus Transportation 30.4 Motorcoaches 30.5 Sightseeing Bus Tours 30.6 Market Resources 31 BUSINESS TRAVEL 31.1 Market Assessment 31.2 Business Travel Outlook Characteristics of Business Travel 31.4 Travel For Meetings and Events 31.5 Value Of Meetings 31.6 Top Business Travel Destinations 31.7 Working With CVBs 31.8 Leisure Activities During Business Travel 31.9 Incentive Travel Market Resources 32 CAMPING 32.1 Overview 32.2 Top Campgrounds 32.3 Glamping 33 CASINO DESTINATIONS 33.1 Market Assessment 33.2 State-by-State 33.3 Largest Casino Gaming Markets 33.4 Market Resources 34 CHARACTERISTICS OF DOMESTIC TRAVEL 34.1 Distribution of Trips and Expenditures 34.2 Travel Expenditures 34.3 Trip Duration and Lodging 34.4 Modes of Passenger Transportation 34.5 Activities While Traveling 34.6 Seasonal Travel 34.7 Holiday Travel 35 CITIES & TOWNS 35.1 Favorite Cities 35.2 All-American Cities 35.3 Distinctive Destinations 35.4 Historic Towns 35.5 Historic Preservation and Downtown Revitalization 35.6 Best Small Towns 35.7 Top 20 Small Towns 35.8 America s Prettiest Towns 35.9 Coolest Small Towns
6 36 CIVIL WAR SITES 36.1 Battlefields 36.2 Trails 36.3 Reenactments 36.4 Market Resources 37 CONVENTION CENTERS 37.1 Largest Convention Centers 37.2 List of Convention Centers 38 CONVENTIONS & TRADE SHOWS 38.1 Overview 38.2 Largest Trade Shows 38.3 Market Resources 39 CRUISES 39.1 Market Assessment 39.2 Passenger Segmentation 39.3 Cruise Lines 39.4 New Ships 39.5 Destinations 39.6 Trends and Outlook 39.7 Market Resources 40 CULINARY TOURISM 40.1 Traveler Dining 40.2 Culinary Destinations 40.3 Sampling Tours 40.4 Culinary Arts Programs 40.5 Restaurants at Tourist Attractions 40.6 Food & Wine Festivals 40.7 Winery Tours 40.8 Whiskey and Bourbon Trails 40.9 Market Resources 41 CULTURAL DISTRICTS 41.1 Overview 41.2 Metropolitan Cultural Districts 41.3 State Programs 41.4 Museum Districts 41.5 Market Resources 42 DOG-FRIENDLY HOSPITALITY 42.1 Travel With Dogs 42.2 Flying With Dogs 42.3 Accommodations at Hotels 42.4 Dog-Friendly Cities 42.5 Dog-Friendly Restaurants 42.6 Dog-Friendly Beaches
7 43 ECONOMIC IMPACT OF TRAVEL 43.1 Impact Assessment 43.2 State-by-State Assessment 43.3 Market Resources 44 ENTERTAINMENT DISTRICTS 44.1 Entertainment Districts 44.2 Live Music Centers 44.3 Top Clubs 45 ETHNIC CULTURAL & HISTORIC ATTRACTIONS 45.1 Overview 45.2 African-American History Museums 45.3 Chinatown Districts 45.4 Immigration History Museums 45.5 Jewish Museums 45.6 Native-American Culture 45.7 Native-American History Museums 45.8 Ethnic Culture in Communities 46 EXPERIENTIAL TOURISM 46.1 Overview 46.2 Extreme Adventures 46.3 Fantasy Adventure Camps 46.4 Racing Schools and Driving Experiences 46.5 Sports Adventures 47 FACTORY TOURS & CORPORATE VISITOR CENTERS 47.1 Overview 47.2 Factory Tours 47.3 Corporate Museums 47.4 Market Resources 48 FAMILY TRAVEL 48.1 Market Assessment 48.2 Characteristics of Family Travel 48.3 Family Destinations 48.4 Family Reunions 49 FESTIVALS & EVENTS 49.1 Market Assessment 49.2 Top 100 Events 49.3 Market Resources 50 FISHING 50.1 Market Assessment 50.2 Fishing Trips 50.3 Bass Fishing 50.4 Tournaments
8 51 FLEA MARKETS 51.1 Overview 51.2 Prominent Flea Markets 52 GOLF TRAVEL 52.1 Participation 52.2 Golf Courses 52.3 Eco-sensitive Courses 52.4 Female Golfers 52.5 Golf Communities 52.6 Market Resources 53 GREAT PLACES IN AMERICA 53.1 Overview 53.2 Great Public Places 53.3 Great Neighborhoods 53.4 Great Streets 53.5 Market Resources 54 GUEST RANCHES 54.1 Overview 54.2 Popular Guest Ranches 54.3 Market Resources 55 HIKING 55.1 Overview 55.2 Top Trails 55.3 National Trails 55.4 Best Trails By State 55.5 Hut-to-Hut Hiking 56 HISTORIC HOTELS 56.1 Overview 56.2 Historic Hotels of America 56.3 Market Resources 57 HISTORICAL MARKERS 57.1 State Historical Markers 57.2 Historical Marker Database 58 HISTORIC SITES 58.1 Overview 58.2 Visitor Demographics 58.3 Publically and Privately Operated Historic Sites 58.4 Market Resources 59 HOTELS & RESORTS: INDUSTRY PROFILE 59.1 Overview 59.2 Hotel Count
9 59.3 Room Count 59.4 Revenue 59.5 Income 59.6 Average Daily Rate 59.7 Occupancy Rate 59.8 Revenue Per Available Room 59.9 Hotel Property Types Market Resources 60 HOTELS & RESORTS: KEY PLAYERS 60.1 Hotel Companies 60.2 Hotel Brands 60.3 Management Companies 60.4 Owners 61 HOTELS & RESORTS: PIPELINE & CONSTRUCTION 61.1 Overview 61.2 Supply 61.3 Pipeline 61.4 Major Projects In The Pipeline 61.5 Construction 61.6 Construction Cycles 61.7 Market Resources 62 HOTELS & RESORTS: SEGMENTATION 62.1 Overview 62.2 Luxury Hotels 62.3 Upper-Upscale 62.4 Upscale 62.5 Upper-Midscale 62.6 Midscale 62.7 Economy 62.8 Independent Hotels 62.9 Extended-Stay Boutique/Lifestyle Hotels Market Resources 63 HOTELS & RESORTS: TRENDS 63.1 Operational Profile 63.2 Occupancy and Rates For Metropolitan Areas 63.3 Market Resources 64 HOTELS & RESORTS: VALUATION 64.1 Overview 64.2 Valuations by Segment 64.3 Hotel Valuation Software 64.4 Market Resources
10 65 HUNTING 65.1 Market Assessment 65.2 Hunting Trips 65.3 Market Trends 65.4 Private Hunting Ranches 66 ISLANDS 66.1 Condè Nast Traveler Readers Choice Awards 66.2 Travel + Leisure World s Best Awards 66.3 TripAdvisor s Travelers Choice Poll 66.4 USA Today s Readers Choice Poll 67 LEARNING VACATIONS 67.1 Market Assessment 67.2 Artistic Getaways 67.3 Educational Cruises 67.4 Language and Culture Vacations 67.5 Science-Based Adventures 67.6 Writers Workshops 68 LEISURE TRAVEL 68.1 Market Assessment 68.2 Characteristics of Leisure Travel 68.3 Leisure Activities While Traveling 68.4 Travel for Hobbies and Interests 68.5 Leisure Conferences 69 MAJOR EVENTS 69.1 Mega Festivals & Events 69.2 Sports 69.3 Political Conventions 69.4 Presidential Inauguration 70 MARATHONS, TRIATHLONS & ADVENTURE RACES 70.1 Overview 70.2 Marathons 70.3 Triathlons 70.4 Adventure Races and Obstacle Races 70.5 Market Resources 71 MEDICAL TOURISM 71.1 Overseas Patients 71.2 Traveling Abroad for Medical Procedures 71.3 Market Resources 72 MOUNTAIN DESTINATIONS 72.1 Mountain Attractions 72.2 Mountain Towns 72.3 Economic Impact 72.4 Market Resources
11 73 MUSEUMS 73.1 Market Assessment 73.2 Types Of Museums 73.3 Visitor Demographics 73.4 Market Resources 74 MUSEUMS - ART 74.1 Overview 74.2 Most-Visited Art Museums 74.3 Art Exhibitions 74.4 Market Resources 75 MUSEUMS - AUTO 75.1 Overview 75.2 Popular Auto Museums 75.3 Market Resources 76 MUSEUMS - AVIATION & AEROSPACE 76.1 Overview 76.2 Popular Aerospace Museums 76.3 Market Resources 77 MUSEUMS - CHILDREN S 77.1 Overview 77.2 Popular Children s Museums 77.3 Market Resources 78 MUSEUMS - CRIME HISTORY 78.1 Popular Crime History Museums 78.2 Prison and Jail Museums 78.3 Police Museums 78.4 Outlaw and Gangster Sites 79 MUSEUMS - HISTORIC HOUSES & MANSIONS 79.1 Great American Mansions 79.2 Historic House Museums 80 MUSEUMS - HISTORY 80.1 Overview 80.2 Popular History Museums 81 MUSEUMS - LIVING HISTORY 81.1 Overview 81.2 Popular Living-History Museums 82 MUSEUMS - RAILWAY 82.1 Overview 82.2 Railway Museums 82.3 Market Resources
12 83 NATIONAL HISTORIC TRAILS 83.1 Overview 83.2 National Historic Trails 83.3 Market Resources 84 NEIGHBORHOODS 84.1 Overview 84.2 Popular Neighborhoods For Tourists 85 ONLINE TRAVEL PLANNING & BOOKING 85.1 Market Assessment 85.2 Online Travel Agents 85.3 Travel Research and Booking Online 85.4 Travel Booking Demographics 85.5 Travel Review Sites 85.6 Market Resources 86 PARKS - CITY 86.1 Overview 86.2 Top City Parks 86.3 ParkScore 86.4 New Parks 86.5 Market Resources 87 PARKS - NATIONAL 87.1 Park Tourism 87.2 Visits To National Park Properties 87.3 Market Resources 88 PARKS - STATE 88.1 State Park Visitors 88.2 Meeting Facilities At State Parks 88.3 Economic Impact 88.4 Market Resources 89 POP CULTURE ATTRACTIONS 89.1 Pop Culture-Themed Museums 89.2 Movie Studios and Set Locales 89.3 Television Series Settings 89.4 Celebrity-Focused Attractions 90 PRESIDENTIAL SITES 90.1 Presidential Libraries 90.2 President s Homes and Historic Sites 90.3 President s Gravesites 91 PRIVATE AVIATION 91.1 Market Assessment 91.2 Private Jets
13 92 RAIL TRAVEL 92.1 Amtrak 92.2 Routes 92.3 Services 92.4 Market Resources 93 RAILWAY EXCURSIONS 93.1 Scenic and Tourists Excursions 93.2 Scheduled Rail Excursions 93.3 Market Resources 94 RECREATIONAL BOATING 94.1 Market Assessment 94.2 Boat Ownership 94.3 Boat Shows 94.4 Market Resources 95 RECREATIONAL VEHICLES 95.1 Market Assessment 95.2 Demographics 95.3 The RV Traveler Lifestyle 95.4 Top Rated RV Campgrounds and Resorts 95.5 Market Resources 96 ROAD TRAVEL 96.1 Automobile Travel 96.2 Scenic Byways 96.3 Daytrips 96.4 Market Resources 97 ROMANTIC DESTINATIONS & HONEYMOONS 97.1 Romantic Getaways 97.2 Romantic Destinations 97.3 Destination Weddings 97.4 Honeymoon Travel 97.5 Honeymoon Destinations 97.6 Valentine s Day Travel 97.7 Anniversary Travel 98 SCIENCE-FOCUSED ATTRACTIONS 98.1 Science Centers 98.2 Natural History Museums 98.3 Planetariums 98.4 Market Resources 99 SCUBA TRAVEL 99.1 Market Assessment 99.2 Top Dive Destinations 99.3 Sunken Treasures
14 99.4 Undersea Art 99.5 Market Resources 100 SIGHTSEEING Sightseeing and Tourism The Most Beautiful Places in America National Scenic Trails Scenic Byways Observation Decks Walking Tours Helicopter Tours Segway Tours 101 SKI TRAVEL Market Assessment Skier Demographics Ski Resorts: State-by-State Market Resources 102 SPAS & WELLNESS TOURISM Overview Spa Vacations Spa Communities Market Resources 103 SPIRITUAL & RELIGIOUS SITES Overview Prominent Sites 104 SPORTS TRAVEL Market Assessment Favorite Cities For Sports Travel Economic Impact of Major Events Sports Museums and Halls of Fame Baseball Spring Training Youth Sports Travel Sports-Specialist Travel Agencies 105 SPRING BREAK Overview Top Destinations 106 STUDENT & YOUTH TRAVEL Market Assessment Studying Abroad Generation Study Abroad Initiative International Students Travel By M.B.A. Students Market Resources
15 107 THEATRE Overview Broadway Theatre Las Vegas Shows Branson Theater Market Resources 108 TIMESHARE Timeshare Resort Profile Profile of the Resort Timeshare Consumer Timeshare Sales Market Resources 109 TOUR OPERATORS Market Assessment Top Tour Operators Market Resources 110 TOURIST ATTRACTIONS Popular Attractions 111 TRAVEL AGENTS Market Assessment Largest Travel Agents Market Resources 112 TRAVELER SEGMENTATION Baby Boomer Travelers Senior Travelers Minority Travelers African-American Travel Asian-American Travel Hispanic-American Travel Lesbian and Gay Travelers Travelers With Special Needs Singles Travelers 113 TRAVELER SHOPPING Market Assessment Where Travelers Shop Most-Visited Malls Local Arts and Crafts 114 VACATION HOMES Number of Vacation Homes Vacation Home Sales Popular Locales For Vacation Homes
16 115 VACATION RENTALS Overview Management Companies Online Booking and Reviews Local Regulations Market Resources 116 VACATIONS Summer Vacation Benefits of Vacationing Vacation Policies Working While On Vacation 117 VOLUNTOURISM Overview Volunteer Vacations Hotel-Coordinated Volunteer Programs Market Resources 118 WALKING Overview Top Walking Cities Scenic City Walks City Parks Pedestrian Bridges River Walks Beach Walks No-Cars-Allowed 119 WILDLIFE WATCHING Market Assessment Wildlife Watching Destinations Safaris in the U.S Whale Watching Dolphin Encounters 120 WORLD HERITAGE SITES Overview World Heritage Sites in the U.S Market Resources 121 ZOOS & AQUARIUMS Market Assessment Most-Visited Zoos and Aquariums Accredited Zoos and Aquariums Market Resources
17 APPENDIX A - ACADEMIC CENTERS APPENDIX B - ACADEMIC PROGRAMS APPENDIX C - ANALYSTS APPENDIX D - ASSOCIATIONS APPENDIX E - CONVENTION & VISITORS BUREAUS APPENDIX F - GOVERNMENTAL AGENCIES APPENDIX G - PERIODICALS APPENDIX H - STATE TRAVEL & TOURISM OFFICES REFERENCES INDEX
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