Arizona tourism indicators 2003 Qtr 1 |
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www.azot.com 1 S p r i n g 2 0 0 3 A r i z o n a T o u r i s m I n d i c a t o r s Statewide Lodging Performance 3 Tourism Revenues 5 Airport Passenger Traffic 5 State Park Visitation 6 National Park Visitation 7 Research Notes 8 Summer Leisure Travel 1 Family Travel Study 1 County Lodging Performance 4 A r i z o n a T o u r i s m I n d i c a t o r s A quarterly newsletter of research and strategic planning According to the Travel Industry Association of America (TIA), Americans will take 275.4 million leisure trips during June, July, and August 2003, an increase of 2.5 percent over last summer. Auto travel will continue to be the favorite mode of transportation, with more Americans staying closer to home and planning more frequent but shorter trips, primarily with friends and family. Air travel will be up about 1 percent this summer, and auto travel will continue to be strong, up more than 2 percent. RV travel also is likely to remain very strong this summer. The Recreational Vehicle Industry Association reports that 71 percent of RV owners expect to travel more this summer than they did last year. Summer 2003 might also be termed the “family summer”. Trips with children will be more popular this year, with 43 percent of travelers taking their kids on their longest trip (6+ days), compared to 31 percent in 2002. Six percent will take grandchildren with them, compared to 4 percent last summer. When asked whom they would be traveling with this summer, 65 percent of survey respondents said they will take their spouse, 43 percent are taking their children, 25 percent are traveling with friends, and 22 percent are traveling with other family members. Scenic drives, the beach and visiting friends and relatives will be the most popular summer activities. Consumers still favor the all-American road trip, with 70 percent of travelers says they plan to take a drive along a scenic road. Going to a beach or lake 2 0 0 3 S u m m e r L e i s u r e T r a v e l Continued on Page 2 Family vacations continue to be a strong segment in the leisure travel industry. According to the Meredith Family Vacation Study 2002, an estimated 86.3 million American adults took a family vacation in 2002, a slight increase from 2001. The number of trips that included vacation travel with children under 18 remained relatively stable (56%) compared to 2001. Indeed, most families (74%) with children under 18 in their household traveled with them on at least one trip in 2002, similar to 2001. Baby F a m i l y V a c a t i o n T r a v e l 2 0 0 2 Continued on Page 2 Boomers (aged 38 to 56 years) comprised the largest share of family vacationers, and, along with Generation X (aged 25 to 37), were among the most likely to take a family vacation in 2002. Female heads of household tended to come up with the idea to take a family vacation and carry the responsibility for collecting travel information, but male and female heads of household both tended to make the final destination decision. In a major change from previous studies, www.azot.com 2 R e s e a r c h N e w s U p d a t e A r i z o n a T o u r i s m I n d i c a t o r s Continued from Page 1 is the second most popular activity (67%), tied with visiting friends and relatives (67%). Other popular activities planned are visiting cities/urban areas (60%), visiting a small town or rural area (59%), visiting national parks or forests (49%), and going to historic sites (45%). Traveling close to home (37%); camping, hiking, or climbing (36%); visiting museums (35%); fishing (34%); and visiting theme parks (33%) are all on summer travelers’ agendas. Source: Travel Industry Association of America, May 2003. Recreational Vehicle Association of America, May 2003. Biosphere 2, Oracle, Arizona more than half (58%) of family vacationers indicated that they decided within a month or less on where they would travel. “That means it is imperative for you to get information to them as fast as you can, ideally through the Internet,” says Jaye O’Donnell, Integrated Marketing Director at the Arizona Office of Tourism. According to the Meredith Study, the Internet is the top source of travel information for a vacation planner, with six of 10 families citing the World Wide Web as their primary source of information. Nearly half (49%) booked a trip on the Internet. Nine in ten family travelers rate “value for the money” and “offering a variety of things to do,” as important factors in choosing their travel destination. Nearly all travelers (90%) with kids at home rate “activities designed for children” as important. Most families (70%) took their recent vacation using their own auto/truck; one in five (19%) traveled by air. Not surprisingly, short trips were much more likely to be taken by auto/truck (80% vs. 58%) than long trips (6+ nights), and long trips were more likely than short trips to include air travel (27% vs. 11%). 2002 Average Age 43 years Married Couples 68% 3+ Persons in Household 56% Average Annual Household Income $69,000 Average Length of Stay 6.5 nights Total Spending Per Trip $1,131 Auto Travel 70% Family Vacationer Profile Family Travel Continued from Page 1 Source: The Meredith Family Vacation Study 2002. Meredith Magazines and Travel Industry Association of America, 2003. In 2002, family vacationers took 2.6 vacations per year, on average, and spent 6.5 overnights per trip. Nearly half (46%) stayed in hotels, motels, and B&Bs on a recent trip; 43 percent stayed with friends and family. The average spending per trip was $1,131, up slightly from 2001 ($1,115). Visiting cities (54%) and small towns/rural areas (50%) are the most popular for family vacations, followed by visiting historical sites (46%), ocean/beaches (46%), science center/zoo/aquarium (40%), and theme parks (36%). Lake Powell “Other popular activities planned are visiting cities/ urban areas (60%), visiting a small town or rural area (59%), visiting national parks or forests (49%), and going to historic sites (45%).” www.azot.com 3 Arizona’s statewide lodging performance showed signs of recovery during the first quarter of 2003, with statewide occupancy at 66.8%, up from 65.1% a year ago. The state continues to outperform the nation in occupancy. The nation’s occupancy rate declined -1.1 percent, while Arizona’s grew 2.6 percent. In Arizona, room rates fell slightly (-0.5%) to an average of $100.55 per night for the nearly 100,000 rooms across the state. Statewide lodging managed to increase RevPAR, a key performance measure affected by occupancy and rates, to $67.17, up from $65.77 last year. S t a t e w i d e L o d g i n g P e r f o r m a n c e A r i z o n a T o u r i s m I n d i c a t o r s Monthly Statewide Occupancy Rates 50% 70% 90% Occupancy Levels 2003 58.3% 70.1% 72.8% 2002 55.0% 66.7% 73.8% January February March Monthly Average Daily Rate $90 $100 $110 Rates 2003 $95.30 $103.58 $102.12 2002 $96.19 $103.72 $102.62 January February March Metro Phoenix showed some resiliency in the first quarter. Occupancy rates increased to 72.4%, up from 69.6% in 2002. Area hotels average daily rates fell slightly (-1.0%) to $116.99, down from $118.22 last year. The increase in occupancy led to an increase in RevPAR to $84.68, up from $82.25 last year. The Metro Phoenix area performed well given the arrival of 2,200 resort rooms to the market. Metro Tucson also showed growth in overall demand (2.7%) and occupancy rates (2.5%) in the first quarter of 2003, but were challenged with declining daily rates. Occupancy rates were at 72.6 percent, up from 70.8 percent in 2002, but the average daily rate of Tucson area hotels fell nearly 5 percent, from $100.65 in 2002 to $95.75 in 2003. This drove RevPAR down to $69.51 from $71.25 in the same period in 2002. Outside the metro areas of Phoenix and Tucson, state hotels experienced a slight decline (-1.3%) in occupancy rates over the first quarter of 2003, but average daily rates held at or above last year’s levels. Occupancy in non-metro Arizona hotels was at 52.9 percent, down from 53.6 percent in 2002. Average daily rates went to $59.70, up from $59.11 in 2002. Source: Smith Travel Research Source: Smith Travel Research Miraval, Tucson www.azot.com 4 S t a t e w i d e L o d g i n g P e r f o r m a n c e A r i z o n a T o u r i s m I n d i c a t o r s Source: Smith Travel Research N/A: Not Available Occupancy Average Daily Rate RevPAR Demand Supply 2003 % Change 2003 % Change 2003 % Change 2003 % Change 2003 % Change United States 54.7% -1.0% $84.72 -0.5% $46.35 -1.6% 215.8 mil 0.5% 394.5 mil 1.6% Mountain Region 59.9% -0.2% $94.33 -1.9% $56.46 -2.2% 28.2 mil 0.9% 47.2 mil 1.2% State of Arizona 66.8% 2.6% $100.55 -0.5% $67.17 2.1% 5.9 mil 5.0% 8.5 mil 2.3% Metro Phoenix 72.4% 4.0% $116.99 -1.0% $84.68 3.0% 3.62 mil 8.0% 5.00 mil 3.8% Metro Tucson 72.6% 2.5% $95.75 -4.9% $69.51 -2.4% 945,701 2.7% 1.302 mil 0.1% Non-Metro AZ 59.2% -1.3% $59.70 1.0% $31.57 -0.3% 1.34 mil -1.0% 2.54 mil 0.4% County Lodging Performance Quarter 1 2003 Occupancy Room Rate RevPAR Demand Supply Apache n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a Cochise 69.8% $50.85 $35.48 145,399 208,390 % Change -2.6% -1.5% -4.1% -2.8% -0.2% Coconino 42.7% $50.97 $21.76 392,103 918,313 % Change 2.9% -2.9% 0.0% 2.1% -0.8% Gila 52.4% $51.43 $26.94 47,801 91,260 % Change -6.6% -2.1% -8.5% -6.5% 0.1% Graham 53.4% $56.82 $30.35 18,173 34,020 % Change -1.7% 2.9% 1.2% -1.7% 0.0% Greenlee n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a La Paz n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a Maricopa 72.9% $123.41 $89.91 3,539,594 4,858,193 % Change 5.2% -0.7% 4.4% 9.4% 4.1% Mohave 68.9% $48.09 $29.73 232,245 375,727 % Change -3.8% 4.7% -1.2% -5.6% 0.0% Navajo 46.5% $57.31 $26.64 122,232 262,947 % Change 2.4% 4.9% 7.5% 2.8% 0.4% Pima 72.6% $97.77 $71.00 946,866 1,303,926 % Change 1.7% -1.5% -1.4% 1.9% 0.1% Pinal 71.9% $59.95 $43.09 100,883 140,341 % Change -2.8% 2.1% -0.8% -2.9% 0.0% Yavapai 56.8% $85.23 $48.41 233,522 411,122 % Change -0.2% 0.3% 0.1% -0.2% 0.0% Yuma 80.1% $61.41 $49.17 169,916 212,220 % Change -0.2% 4.5% 4.2% -0.2% 0.0% % Change n/a n/a n/a n/a n/a Santa Cruz n/a n/a n/a n/a n/a www.azot.com 5 A r i z o n a T o u r i s m R e l a t e d T a x R e v e n u e s In the first quarter 2003, tourism sectors (lodging, restaurant/bar, retail, and amusements) generated more than $110 million in tax revenue, a 3 percent increase over the same three-month period in 2002. The increase was driven by strong hotel/motel and restaurant/bar sales, which managed 4.3 percent and 3.1 percent growth, respectively. Tourism-related retail sales also showed improvement over last year with nearly $60 million in tax revenues, a 2.5 percent increase over last year. The smallest sector, amusements, recorded a small decline of 2.4 percent in sales relative to the first quarter 2002. A r i z o n a T o u r i s m I n d i c a t o r s A r i z o n a A i r p o r t P a s s e n g e r T r a f f i c 2003 2002 % Change January $34,497,064 $33,098,911 4.2% February $36,271,017 $35,585,330 1.9% March $41,529,276 $40,355,333 2.9% 1st Quarter Total $112,297,357 $109,039,574 3.0% Arizona Tourism Related Tax Revenues — 1st Quarter 2003 2002 % Change Grand Canyon 100,012 88,759 12.7% Phoenix Sky Harbor 9,052,862 8,418,409 7.5% Tucson International 934,567 906,309 3.1% Yuma International 32,262 29,913 7.9% Arizona Airport Passenger Traffic — 1st Quarter 1st Quarter Total 10,119,703 9,443,390 7.2% More than 10 million passengers passed through Arizona’s airports in the first quarter of 2003, an increase of 7.2 percent over the same period in 2002, signaling a slight recovery from the lingering effects of 9/11 and the economic slowdown that have plagued the airline industry for nearly two years. Improving month by month, all of Arizona’s airports are showing positive gains in the first three months of 2003. Sky Harbor International Airport welcomed just over 9 million of those passengers, recording a 7.5 percent increase over the 8.4 million passengers received in the first quarter of 2002. Tucson International also recorded positive growth in passenger traffic with nearly 1 million enplanements and deplanements, a 3.1 percent increase from last year. Yuma International and the Grand Canyon airports also showed positive signs with increases of 7.9 percent and 12.7 percent, respectively. Monthly Airport Passenger Traffic Percent Change from Previous Year 7.2% 10.6% 14.6% 0% 10% 20% January February March Calendar Year Percent Change 2003 2002 % Change Lodging $29,452,175 $28,579,235 3.1% Restaurant/Bar $23,729,914 $22,744,593 4.3% Retail $58,281,215 $56,861,186 2.5% Amusement $834,053 $854,560 -2.4% 1st Quarter Total $112,297,357 $109,039,574 3.0% Tourism Related Tax Revenues — 1st Quarter Source: Arizona Department of Revenue Source: Activity reports provided by airports Tourism sectors as defined by the Tourism Economic Impact Model (TEIM) developed by the Travel Industry Association of America, and adapted for Arizona by Northern Arizona University, include: lodging, restaurant/bar, retail, and amusements. TEIM model produced the following percentages, which are used to figure gross sales attributable to tourism: lodging (95%), restaurant/bar (23.62%), retail (10.91%), and amusements (6.43%). www.azot.com 6 Arizona’s 28 state parks welcomed more than a half million visitors in the first quarter of 2003. The most visited parks were: A r i z o n a S t a t e P a r k s V i s i t a t i o n A r i z o n a T o u r i s m I n d i c a t o r s 2003 2002 % Change January 140,973 150,576 -6.4% February 156,091 185,705 -15.9% March 244,622 299,781 -18.4% 1st Quarter Total 541,686 636,062 -14.8% All Arizona State Parks Visitation — 1st Quarter Arizona State Parks Visitation — 1st Quarter 2003 2002 % Change All Parks 541,686 636,062 -14.8% Alamo Lake (R) 23,523 33,549 -29.9% Boyce Thompson (C) 30,649 41,989 -27.0% Buckskin Mountain (R) 24,890 28,093 -11.4% Catalina (R) 50,469 50,060 0.8% Cattail Cove (R) 22,801 25,957 -12.2% Dead Horse Ranch (R) 26,231 28,288 -7.3% Fool Hollow Lake (R) 3,009 5,317 -43.4% Fort Verde (H) 3,434 4,080 -15.8% Homolovi (R) 3,047 3,124 -2.5% Jerome (H) 11,524 16,570 -30.5% Kartchner Caverns (C) 54,043 56,785 -4.8% Lake Havasu (R) 47,717 62,718 -23.9% Lost Dutchman (R) 38,933 40,386 -3.6% Lyman Lake (R) 1,368 2,064 -33.7% McFarland (R) 1,936 1,792 8.0% Oracle 1,908 3,208 -40.5% Patagonia Lake (R) 36,304 43,045 -15.7% Picacho Peak (R) 31,421 36,797 -14.6% Red Rock (C) 16,325 16,381 -0.3% Riordan Mansion (H) 3,396 3,926 -13.5% Roper Lake (R) 10,733 14,322 -25.1% Slide Rock (R) 22,184 24,908 -10.9% Tombstone Courthouse (H) 18,210 25,057 -27.3% Tonto Natural Bridge (R) 15,062 19,579 -23.1% Tubac Presidio (H) 7,479 9,978 -25.0% Yuma Crossing (H) 5,206 6,226 -16.4% Yuma Prison (H) 29,884 31,863 -6.2% Source: Arizona State Parks Source: Arizona State Parks, R: Recreation, H: Historic, C: Conservation 1. Kartchner Caverns State Park® (54,043) 2. Catalina State Park (50,469) 3. Lake Havasu State Park (47,717) 4. Lost Dutchman State Park (38,933) 5. Patagonia Lake State Park (36,304) For the first three months of the year, visitation was down nearly 15 percent, with only two parks, Catalina (0.8%) and McFarland (8.0%) showing increases in total visitation compared to the same period last year. Northern Region parks experienced visitation declines of 15.1 percent, Southern Region parks were down 12.8 percent, and Western Region parks visitation was down 19.5 percent. When grouped by type of park, Arizona’s state historic parks showed the deepest decline in visitation at 24.3 percent, while recreational/camping parks experienced a visitation decline of 14.5 percent, and the three conservation parks—Kartchner Caverns, Boyce Thompson Arboretum, and Red Rock State Park—saw visitation fall by 12.3 percent. Slide Rock, Sedona www.azot.com 7 Arizona’s national parks, monuments, historic sites and recreation areas welcomed more than 2 million recreational visitors in the first quarter of 2003. The most visited areas were: A r i z o n a N a t i o n a l P a r k s V i s i t a t i o n A r i z o n a T o u r i s m I n d i c a t o r s 2003 2002 % Change January 560,431 536,593 4.4% February 579,012 577,962 -0.2% March 872,598 937,312 -6.9% 1st Quarter Total 2,012,041 2,051,867 -1.9% All Arizona National Parks Visitation — 1st Quarter Arizona National Parks Visitation — 1st Quarter 2003 2002 % Change All Arizona Parks 2,012,041 2,051,867 -1.9% Canyon de Chelly NM 171,957 148,179 16.0% Casa Grande NM 38,970 40,090 -2.8% Chiricahua NM 17,235 26,428 -34.8% Coronado NM 23,466 24,290 -3.4% Fort Bowie NHS 3,331 3,406 -2.2% Glen Canyon NRA 134,460 148,835 -9.7% Grand Canyon NP 578,989 584,697 -1.0% Hubbell Trading Post NHS 31,641 40,205 -21.3% Lake Mead NRA 261,238 250,487 4.3% Montezuma Castle NM 152,181 167,495 -9.1% Navajo NM 5,794 5,685 1.9% Organ Pipe Cactus NM 104,799 113,645 -7.8% Petrified Forest NP 82,991 99,506 -16.6% Pipe Spring NM 9,438 8,998 4.9% Saguaro NP 254,881 240,007 6.2% Sunset Crater Volcano NM 22,841 28,170 -18.9% Tonto NM 20,600 23,981 -14.1% Tumacacori NHP 17,824 17,644 1.0% Tuzigoot NM 29,236 28,864 1.3% Walnut Canyon NM 13,905 17,694 -21.4% Wupatki NM 36,264 33,561 8.1% Source: National Parks Service Source: National Parks Service, NP: National Park, NM: National Monument, NHS: National Historic Site, NRA: National Recreation Area, NHP: National Historic Park 1. Grand Canyon NP (578,989) 2. Lake Mead NRA (261,238) 3. Saguaro NP (254,881) 4. Canyon de Chelly NM ( 171,957) 5. Montezuma Castle NM (152,181) In the first three months of 2003, visitation for all Arizona parks was down nearly 2 percent compared to the same period last year. Eight of the parks show positive gains in visitation; the greatest increases were seen at Canyon de Chelly National Monument (+16.0%), Wupatki National Monument (+8.1%), and Saguaro National Park (+6.2%). Thirteen parks experienced declines in visitation in the first quarter, with the greatest decline at Chiricahua National Monument (-34.8%). Grand Canyon National Park, the crown jewel of the national park system, welcomed more than a half million visitors in the first quarter of 2003. Visitation to the park was up in January (10.6%) and February (0.4%), but down in March (-7.2%). Overall visitation for the quarter showed a slight decline of 1 percent. Arizona’s three national parks— Grand Canyon, Petrified Forest, and Saguaro—collectively experienced a slight decline of -0.8 percent, while visitation at the 12 national monuments fell 3.1 percent from the previous year. The most dramatic change in visitation during the first quarter came at the state’s two national historic sites, Fort Bowie and Hubbell Trading Post, whose visitation collectively fell nearly 20 percent. Arizona’s two national recreation areas, Glen Canyon and Lake Mead also experienced a slight decline (-0.9%), while the state’s only national historic park, Tumacacori, saw a slight increase (1.3%) in visitation. Canyon de Chelly NM www.azot.com 8 Find this and More on www.azot.com R e s e a r c h N o t e s 1110 W. Washington St., Suite 155 Phoenix, Arizona 85007 Phone: 602-364-3700 Fax: 602-364-3701 research@azot.com www.arizonaguide.com A r i z o n a O f f i c e o f T o u r i s m Arizona Tourism Indicators is a publication of the Research and Strategic Planning Division of the Arizona Office of Tourism Margie Emmermann, Director Janet Woolum, Director, Research and Strategic Planning Jennifer Pound, Research Manager The Arizona Office of Tourism (AOT) is an equal employment opportunity agency. If you need this publication in an alternative format, please contact the ADA Coordinator at the AOT, (602) 364-3718 for more information. AOT’s Research Division has developed an annual “AZ Tourism Market Research Series” in an effort to disseminate important information to industry partners and strategic alliances. The series will allow Arizona destination marketing organizations (DMOs) to integrate the most current and reliable market research into their own tourism promotion and development efforts. Session topics will be chosen to address a variety of current issues related to targeted tourism marketing, such as visitor profiling for target marketing, consumer travel trends and behaviors, and destination web site usage trends. The first session is scheduled for Wednesday, July 9, 2003, 10:00am-12:00pm. For more information please contact: Jennifer Pound Research Manager Arizona Office of Tourism research@azot.com 602-364-3716 AZ Tourism Research Series H 27% of those polled said they planned to vacation close to home this year H 82% said they try to negotiate the best hotel rates when making reservations H 75% said they want to go someplace new H 54% of their vacations last year were for four days or less, and included a Saturday H 63% of business travelers did at least some of their travel planning online H 57% of leisure travelers did at least some of their travel planning online Yesawich, Pepperdine, Brown & Russell survey of 2,800 leisure travelers conducted March 24-26, 2003 H 68% of those polled said they had not changed their leisure travel plans since the beginning of the year H 40% said personal economic conditions was the reason they had changed their leisure travel plans H 86% said they planned to take as many or more leisure trips in 2003 H 96% said they would take as many or more leisure trips by car in 2003 H 96% said they would take as many or more getaway (1-3 nights) in 2003 H 79% said they were more interested in relaxation vacations over lots of activities NFO Plog Research online survey of 1,000 leisure travelers conducted April 30-May 7, 2003
Object Description
TITLE | Arizona tourism indicators: quarterly newsletter of research and strategic planning |
CREATOR | Arizona Office of Tourism. |
SUBJECT | Tourism--Arizona--Statistics--Periodicals; |
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Leisure and travel |
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Language | English |
Publisher | Arizona Office of Tourism. |
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REPOSITORY | Arizona State Library, Archives and Public Records--Law and Research Library. |
Description
TITLE | Arizona tourism indicators 2003 Qtr 1 |
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DATE ORIGINAL | 2003 |
Time Period |
2000s (2000-2009) |
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Source Identifier | GV 6.3:T 58 |
Location | ocn495566052 |
DIGITAL IDENTIFIER | Quarter 1 2003 News.pdf |
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Full Text | www.azot.com 1 S p r i n g 2 0 0 3 A r i z o n a T o u r i s m I n d i c a t o r s Statewide Lodging Performance 3 Tourism Revenues 5 Airport Passenger Traffic 5 State Park Visitation 6 National Park Visitation 7 Research Notes 8 Summer Leisure Travel 1 Family Travel Study 1 County Lodging Performance 4 A r i z o n a T o u r i s m I n d i c a t o r s A quarterly newsletter of research and strategic planning According to the Travel Industry Association of America (TIA), Americans will take 275.4 million leisure trips during June, July, and August 2003, an increase of 2.5 percent over last summer. Auto travel will continue to be the favorite mode of transportation, with more Americans staying closer to home and planning more frequent but shorter trips, primarily with friends and family. Air travel will be up about 1 percent this summer, and auto travel will continue to be strong, up more than 2 percent. RV travel also is likely to remain very strong this summer. The Recreational Vehicle Industry Association reports that 71 percent of RV owners expect to travel more this summer than they did last year. Summer 2003 might also be termed the “family summer”. Trips with children will be more popular this year, with 43 percent of travelers taking their kids on their longest trip (6+ days), compared to 31 percent in 2002. Six percent will take grandchildren with them, compared to 4 percent last summer. When asked whom they would be traveling with this summer, 65 percent of survey respondents said they will take their spouse, 43 percent are taking their children, 25 percent are traveling with friends, and 22 percent are traveling with other family members. Scenic drives, the beach and visiting friends and relatives will be the most popular summer activities. Consumers still favor the all-American road trip, with 70 percent of travelers says they plan to take a drive along a scenic road. Going to a beach or lake 2 0 0 3 S u m m e r L e i s u r e T r a v e l Continued on Page 2 Family vacations continue to be a strong segment in the leisure travel industry. According to the Meredith Family Vacation Study 2002, an estimated 86.3 million American adults took a family vacation in 2002, a slight increase from 2001. The number of trips that included vacation travel with children under 18 remained relatively stable (56%) compared to 2001. Indeed, most families (74%) with children under 18 in their household traveled with them on at least one trip in 2002, similar to 2001. Baby F a m i l y V a c a t i o n T r a v e l 2 0 0 2 Continued on Page 2 Boomers (aged 38 to 56 years) comprised the largest share of family vacationers, and, along with Generation X (aged 25 to 37), were among the most likely to take a family vacation in 2002. Female heads of household tended to come up with the idea to take a family vacation and carry the responsibility for collecting travel information, but male and female heads of household both tended to make the final destination decision. In a major change from previous studies, www.azot.com 2 R e s e a r c h N e w s U p d a t e A r i z o n a T o u r i s m I n d i c a t o r s Continued from Page 1 is the second most popular activity (67%), tied with visiting friends and relatives (67%). Other popular activities planned are visiting cities/urban areas (60%), visiting a small town or rural area (59%), visiting national parks or forests (49%), and going to historic sites (45%). Traveling close to home (37%); camping, hiking, or climbing (36%); visiting museums (35%); fishing (34%); and visiting theme parks (33%) are all on summer travelers’ agendas. Source: Travel Industry Association of America, May 2003. Recreational Vehicle Association of America, May 2003. Biosphere 2, Oracle, Arizona more than half (58%) of family vacationers indicated that they decided within a month or less on where they would travel. “That means it is imperative for you to get information to them as fast as you can, ideally through the Internet,” says Jaye O’Donnell, Integrated Marketing Director at the Arizona Office of Tourism. According to the Meredith Study, the Internet is the top source of travel information for a vacation planner, with six of 10 families citing the World Wide Web as their primary source of information. Nearly half (49%) booked a trip on the Internet. Nine in ten family travelers rate “value for the money” and “offering a variety of things to do,” as important factors in choosing their travel destination. Nearly all travelers (90%) with kids at home rate “activities designed for children” as important. Most families (70%) took their recent vacation using their own auto/truck; one in five (19%) traveled by air. Not surprisingly, short trips were much more likely to be taken by auto/truck (80% vs. 58%) than long trips (6+ nights), and long trips were more likely than short trips to include air travel (27% vs. 11%). 2002 Average Age 43 years Married Couples 68% 3+ Persons in Household 56% Average Annual Household Income $69,000 Average Length of Stay 6.5 nights Total Spending Per Trip $1,131 Auto Travel 70% Family Vacationer Profile Family Travel Continued from Page 1 Source: The Meredith Family Vacation Study 2002. Meredith Magazines and Travel Industry Association of America, 2003. In 2002, family vacationers took 2.6 vacations per year, on average, and spent 6.5 overnights per trip. Nearly half (46%) stayed in hotels, motels, and B&Bs on a recent trip; 43 percent stayed with friends and family. The average spending per trip was $1,131, up slightly from 2001 ($1,115). Visiting cities (54%) and small towns/rural areas (50%) are the most popular for family vacations, followed by visiting historical sites (46%), ocean/beaches (46%), science center/zoo/aquarium (40%), and theme parks (36%). Lake Powell “Other popular activities planned are visiting cities/ urban areas (60%), visiting a small town or rural area (59%), visiting national parks or forests (49%), and going to historic sites (45%).” www.azot.com 3 Arizona’s statewide lodging performance showed signs of recovery during the first quarter of 2003, with statewide occupancy at 66.8%, up from 65.1% a year ago. The state continues to outperform the nation in occupancy. The nation’s occupancy rate declined -1.1 percent, while Arizona’s grew 2.6 percent. In Arizona, room rates fell slightly (-0.5%) to an average of $100.55 per night for the nearly 100,000 rooms across the state. Statewide lodging managed to increase RevPAR, a key performance measure affected by occupancy and rates, to $67.17, up from $65.77 last year. S t a t e w i d e L o d g i n g P e r f o r m a n c e A r i z o n a T o u r i s m I n d i c a t o r s Monthly Statewide Occupancy Rates 50% 70% 90% Occupancy Levels 2003 58.3% 70.1% 72.8% 2002 55.0% 66.7% 73.8% January February March Monthly Average Daily Rate $90 $100 $110 Rates 2003 $95.30 $103.58 $102.12 2002 $96.19 $103.72 $102.62 January February March Metro Phoenix showed some resiliency in the first quarter. Occupancy rates increased to 72.4%, up from 69.6% in 2002. Area hotels average daily rates fell slightly (-1.0%) to $116.99, down from $118.22 last year. The increase in occupancy led to an increase in RevPAR to $84.68, up from $82.25 last year. The Metro Phoenix area performed well given the arrival of 2,200 resort rooms to the market. Metro Tucson also showed growth in overall demand (2.7%) and occupancy rates (2.5%) in the first quarter of 2003, but were challenged with declining daily rates. Occupancy rates were at 72.6 percent, up from 70.8 percent in 2002, but the average daily rate of Tucson area hotels fell nearly 5 percent, from $100.65 in 2002 to $95.75 in 2003. This drove RevPAR down to $69.51 from $71.25 in the same period in 2002. Outside the metro areas of Phoenix and Tucson, state hotels experienced a slight decline (-1.3%) in occupancy rates over the first quarter of 2003, but average daily rates held at or above last year’s levels. Occupancy in non-metro Arizona hotels was at 52.9 percent, down from 53.6 percent in 2002. Average daily rates went to $59.70, up from $59.11 in 2002. Source: Smith Travel Research Source: Smith Travel Research Miraval, Tucson www.azot.com 4 S t a t e w i d e L o d g i n g P e r f o r m a n c e A r i z o n a T o u r i s m I n d i c a t o r s Source: Smith Travel Research N/A: Not Available Occupancy Average Daily Rate RevPAR Demand Supply 2003 % Change 2003 % Change 2003 % Change 2003 % Change 2003 % Change United States 54.7% -1.0% $84.72 -0.5% $46.35 -1.6% 215.8 mil 0.5% 394.5 mil 1.6% Mountain Region 59.9% -0.2% $94.33 -1.9% $56.46 -2.2% 28.2 mil 0.9% 47.2 mil 1.2% State of Arizona 66.8% 2.6% $100.55 -0.5% $67.17 2.1% 5.9 mil 5.0% 8.5 mil 2.3% Metro Phoenix 72.4% 4.0% $116.99 -1.0% $84.68 3.0% 3.62 mil 8.0% 5.00 mil 3.8% Metro Tucson 72.6% 2.5% $95.75 -4.9% $69.51 -2.4% 945,701 2.7% 1.302 mil 0.1% Non-Metro AZ 59.2% -1.3% $59.70 1.0% $31.57 -0.3% 1.34 mil -1.0% 2.54 mil 0.4% County Lodging Performance Quarter 1 2003 Occupancy Room Rate RevPAR Demand Supply Apache n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a Cochise 69.8% $50.85 $35.48 145,399 208,390 % Change -2.6% -1.5% -4.1% -2.8% -0.2% Coconino 42.7% $50.97 $21.76 392,103 918,313 % Change 2.9% -2.9% 0.0% 2.1% -0.8% Gila 52.4% $51.43 $26.94 47,801 91,260 % Change -6.6% -2.1% -8.5% -6.5% 0.1% Graham 53.4% $56.82 $30.35 18,173 34,020 % Change -1.7% 2.9% 1.2% -1.7% 0.0% Greenlee n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a La Paz n/a n/a n/a n/a n/a % Change n/a n/a n/a n/a n/a Maricopa 72.9% $123.41 $89.91 3,539,594 4,858,193 % Change 5.2% -0.7% 4.4% 9.4% 4.1% Mohave 68.9% $48.09 $29.73 232,245 375,727 % Change -3.8% 4.7% -1.2% -5.6% 0.0% Navajo 46.5% $57.31 $26.64 122,232 262,947 % Change 2.4% 4.9% 7.5% 2.8% 0.4% Pima 72.6% $97.77 $71.00 946,866 1,303,926 % Change 1.7% -1.5% -1.4% 1.9% 0.1% Pinal 71.9% $59.95 $43.09 100,883 140,341 % Change -2.8% 2.1% -0.8% -2.9% 0.0% Yavapai 56.8% $85.23 $48.41 233,522 411,122 % Change -0.2% 0.3% 0.1% -0.2% 0.0% Yuma 80.1% $61.41 $49.17 169,916 212,220 % Change -0.2% 4.5% 4.2% -0.2% 0.0% % Change n/a n/a n/a n/a n/a Santa Cruz n/a n/a n/a n/a n/a www.azot.com 5 A r i z o n a T o u r i s m R e l a t e d T a x R e v e n u e s In the first quarter 2003, tourism sectors (lodging, restaurant/bar, retail, and amusements) generated more than $110 million in tax revenue, a 3 percent increase over the same three-month period in 2002. The increase was driven by strong hotel/motel and restaurant/bar sales, which managed 4.3 percent and 3.1 percent growth, respectively. Tourism-related retail sales also showed improvement over last year with nearly $60 million in tax revenues, a 2.5 percent increase over last year. The smallest sector, amusements, recorded a small decline of 2.4 percent in sales relative to the first quarter 2002. A r i z o n a T o u r i s m I n d i c a t o r s A r i z o n a A i r p o r t P a s s e n g e r T r a f f i c 2003 2002 % Change January $34,497,064 $33,098,911 4.2% February $36,271,017 $35,585,330 1.9% March $41,529,276 $40,355,333 2.9% 1st Quarter Total $112,297,357 $109,039,574 3.0% Arizona Tourism Related Tax Revenues — 1st Quarter 2003 2002 % Change Grand Canyon 100,012 88,759 12.7% Phoenix Sky Harbor 9,052,862 8,418,409 7.5% Tucson International 934,567 906,309 3.1% Yuma International 32,262 29,913 7.9% Arizona Airport Passenger Traffic — 1st Quarter 1st Quarter Total 10,119,703 9,443,390 7.2% More than 10 million passengers passed through Arizona’s airports in the first quarter of 2003, an increase of 7.2 percent over the same period in 2002, signaling a slight recovery from the lingering effects of 9/11 and the economic slowdown that have plagued the airline industry for nearly two years. Improving month by month, all of Arizona’s airports are showing positive gains in the first three months of 2003. Sky Harbor International Airport welcomed just over 9 million of those passengers, recording a 7.5 percent increase over the 8.4 million passengers received in the first quarter of 2002. Tucson International also recorded positive growth in passenger traffic with nearly 1 million enplanements and deplanements, a 3.1 percent increase from last year. Yuma International and the Grand Canyon airports also showed positive signs with increases of 7.9 percent and 12.7 percent, respectively. Monthly Airport Passenger Traffic Percent Change from Previous Year 7.2% 10.6% 14.6% 0% 10% 20% January February March Calendar Year Percent Change 2003 2002 % Change Lodging $29,452,175 $28,579,235 3.1% Restaurant/Bar $23,729,914 $22,744,593 4.3% Retail $58,281,215 $56,861,186 2.5% Amusement $834,053 $854,560 -2.4% 1st Quarter Total $112,297,357 $109,039,574 3.0% Tourism Related Tax Revenues — 1st Quarter Source: Arizona Department of Revenue Source: Activity reports provided by airports Tourism sectors as defined by the Tourism Economic Impact Model (TEIM) developed by the Travel Industry Association of America, and adapted for Arizona by Northern Arizona University, include: lodging, restaurant/bar, retail, and amusements. TEIM model produced the following percentages, which are used to figure gross sales attributable to tourism: lodging (95%), restaurant/bar (23.62%), retail (10.91%), and amusements (6.43%). www.azot.com 6 Arizona’s 28 state parks welcomed more than a half million visitors in the first quarter of 2003. The most visited parks were: A r i z o n a S t a t e P a r k s V i s i t a t i o n A r i z o n a T o u r i s m I n d i c a t o r s 2003 2002 % Change January 140,973 150,576 -6.4% February 156,091 185,705 -15.9% March 244,622 299,781 -18.4% 1st Quarter Total 541,686 636,062 -14.8% All Arizona State Parks Visitation — 1st Quarter Arizona State Parks Visitation — 1st Quarter 2003 2002 % Change All Parks 541,686 636,062 -14.8% Alamo Lake (R) 23,523 33,549 -29.9% Boyce Thompson (C) 30,649 41,989 -27.0% Buckskin Mountain (R) 24,890 28,093 -11.4% Catalina (R) 50,469 50,060 0.8% Cattail Cove (R) 22,801 25,957 -12.2% Dead Horse Ranch (R) 26,231 28,288 -7.3% Fool Hollow Lake (R) 3,009 5,317 -43.4% Fort Verde (H) 3,434 4,080 -15.8% Homolovi (R) 3,047 3,124 -2.5% Jerome (H) 11,524 16,570 -30.5% Kartchner Caverns (C) 54,043 56,785 -4.8% Lake Havasu (R) 47,717 62,718 -23.9% Lost Dutchman (R) 38,933 40,386 -3.6% Lyman Lake (R) 1,368 2,064 -33.7% McFarland (R) 1,936 1,792 8.0% Oracle 1,908 3,208 -40.5% Patagonia Lake (R) 36,304 43,045 -15.7% Picacho Peak (R) 31,421 36,797 -14.6% Red Rock (C) 16,325 16,381 -0.3% Riordan Mansion (H) 3,396 3,926 -13.5% Roper Lake (R) 10,733 14,322 -25.1% Slide Rock (R) 22,184 24,908 -10.9% Tombstone Courthouse (H) 18,210 25,057 -27.3% Tonto Natural Bridge (R) 15,062 19,579 -23.1% Tubac Presidio (H) 7,479 9,978 -25.0% Yuma Crossing (H) 5,206 6,226 -16.4% Yuma Prison (H) 29,884 31,863 -6.2% Source: Arizona State Parks Source: Arizona State Parks, R: Recreation, H: Historic, C: Conservation 1. Kartchner Caverns State Park® (54,043) 2. Catalina State Park (50,469) 3. Lake Havasu State Park (47,717) 4. Lost Dutchman State Park (38,933) 5. Patagonia Lake State Park (36,304) For the first three months of the year, visitation was down nearly 15 percent, with only two parks, Catalina (0.8%) and McFarland (8.0%) showing increases in total visitation compared to the same period last year. Northern Region parks experienced visitation declines of 15.1 percent, Southern Region parks were down 12.8 percent, and Western Region parks visitation was down 19.5 percent. When grouped by type of park, Arizona’s state historic parks showed the deepest decline in visitation at 24.3 percent, while recreational/camping parks experienced a visitation decline of 14.5 percent, and the three conservation parks—Kartchner Caverns, Boyce Thompson Arboretum, and Red Rock State Park—saw visitation fall by 12.3 percent. Slide Rock, Sedona www.azot.com 7 Arizona’s national parks, monuments, historic sites and recreation areas welcomed more than 2 million recreational visitors in the first quarter of 2003. The most visited areas were: A r i z o n a N a t i o n a l P a r k s V i s i t a t i o n A r i z o n a T o u r i s m I n d i c a t o r s 2003 2002 % Change January 560,431 536,593 4.4% February 579,012 577,962 -0.2% March 872,598 937,312 -6.9% 1st Quarter Total 2,012,041 2,051,867 -1.9% All Arizona National Parks Visitation — 1st Quarter Arizona National Parks Visitation — 1st Quarter 2003 2002 % Change All Arizona Parks 2,012,041 2,051,867 -1.9% Canyon de Chelly NM 171,957 148,179 16.0% Casa Grande NM 38,970 40,090 -2.8% Chiricahua NM 17,235 26,428 -34.8% Coronado NM 23,466 24,290 -3.4% Fort Bowie NHS 3,331 3,406 -2.2% Glen Canyon NRA 134,460 148,835 -9.7% Grand Canyon NP 578,989 584,697 -1.0% Hubbell Trading Post NHS 31,641 40,205 -21.3% Lake Mead NRA 261,238 250,487 4.3% Montezuma Castle NM 152,181 167,495 -9.1% Navajo NM 5,794 5,685 1.9% Organ Pipe Cactus NM 104,799 113,645 -7.8% Petrified Forest NP 82,991 99,506 -16.6% Pipe Spring NM 9,438 8,998 4.9% Saguaro NP 254,881 240,007 6.2% Sunset Crater Volcano NM 22,841 28,170 -18.9% Tonto NM 20,600 23,981 -14.1% Tumacacori NHP 17,824 17,644 1.0% Tuzigoot NM 29,236 28,864 1.3% Walnut Canyon NM 13,905 17,694 -21.4% Wupatki NM 36,264 33,561 8.1% Source: National Parks Service Source: National Parks Service, NP: National Park, NM: National Monument, NHS: National Historic Site, NRA: National Recreation Area, NHP: National Historic Park 1. Grand Canyon NP (578,989) 2. Lake Mead NRA (261,238) 3. Saguaro NP (254,881) 4. Canyon de Chelly NM ( 171,957) 5. Montezuma Castle NM (152,181) In the first three months of 2003, visitation for all Arizona parks was down nearly 2 percent compared to the same period last year. Eight of the parks show positive gains in visitation; the greatest increases were seen at Canyon de Chelly National Monument (+16.0%), Wupatki National Monument (+8.1%), and Saguaro National Park (+6.2%). Thirteen parks experienced declines in visitation in the first quarter, with the greatest decline at Chiricahua National Monument (-34.8%). Grand Canyon National Park, the crown jewel of the national park system, welcomed more than a half million visitors in the first quarter of 2003. Visitation to the park was up in January (10.6%) and February (0.4%), but down in March (-7.2%). Overall visitation for the quarter showed a slight decline of 1 percent. Arizona’s three national parks— Grand Canyon, Petrified Forest, and Saguaro—collectively experienced a slight decline of -0.8 percent, while visitation at the 12 national monuments fell 3.1 percent from the previous year. The most dramatic change in visitation during the first quarter came at the state’s two national historic sites, Fort Bowie and Hubbell Trading Post, whose visitation collectively fell nearly 20 percent. Arizona’s two national recreation areas, Glen Canyon and Lake Mead also experienced a slight decline (-0.9%), while the state’s only national historic park, Tumacacori, saw a slight increase (1.3%) in visitation. Canyon de Chelly NM www.azot.com 8 Find this and More on www.azot.com R e s e a r c h N o t e s 1110 W. Washington St., Suite 155 Phoenix, Arizona 85007 Phone: 602-364-3700 Fax: 602-364-3701 research@azot.com www.arizonaguide.com A r i z o n a O f f i c e o f T o u r i s m Arizona Tourism Indicators is a publication of the Research and Strategic Planning Division of the Arizona Office of Tourism Margie Emmermann, Director Janet Woolum, Director, Research and Strategic Planning Jennifer Pound, Research Manager The Arizona Office of Tourism (AOT) is an equal employment opportunity agency. If you need this publication in an alternative format, please contact the ADA Coordinator at the AOT, (602) 364-3718 for more information. AOT’s Research Division has developed an annual “AZ Tourism Market Research Series” in an effort to disseminate important information to industry partners and strategic alliances. The series will allow Arizona destination marketing organizations (DMOs) to integrate the most current and reliable market research into their own tourism promotion and development efforts. Session topics will be chosen to address a variety of current issues related to targeted tourism marketing, such as visitor profiling for target marketing, consumer travel trends and behaviors, and destination web site usage trends. The first session is scheduled for Wednesday, July 9, 2003, 10:00am-12:00pm. For more information please contact: Jennifer Pound Research Manager Arizona Office of Tourism research@azot.com 602-364-3716 AZ Tourism Research Series H 27% of those polled said they planned to vacation close to home this year H 82% said they try to negotiate the best hotel rates when making reservations H 75% said they want to go someplace new H 54% of their vacations last year were for four days or less, and included a Saturday H 63% of business travelers did at least some of their travel planning online H 57% of leisure travelers did at least some of their travel planning online Yesawich, Pepperdine, Brown & Russell survey of 2,800 leisure travelers conducted March 24-26, 2003 H 68% of those polled said they had not changed their leisure travel plans since the beginning of the year H 40% said personal economic conditions was the reason they had changed their leisure travel plans H 86% said they planned to take as many or more leisure trips in 2003 H 96% said they would take as many or more leisure trips by car in 2003 H 96% said they would take as many or more getaway (1-3 nights) in 2003 H 79% said they were more interested in relaxation vacations over lots of activities NFO Plog Research online survey of 1,000 leisure travelers conducted April 30-May 7, 2003 |