Post on 02-Jan-2016
description
ACE Marketing Research
AAA Member Poll
2011 Spring BreakTravel and Entertainment
AAA Missouri
March 2011
AAA Member Poll – Spring Break 2011 - Page 2
Methodology
• An online survey was sent to AAA Missouri members who participate in our online research panel “AAA Insiders”
• The survey was conducted from February 14-22, 2011
• 348 AAA Missouri members completed the survey• Responses are weighted to represent the ages of members
• Differences between 2011 and 2010 results were tested for statistical significance at a 95% confidence level
AAA Member Poll – Spring Break 2011 - Page 3
80%
53%
26%
11%
78%
31%
13%
2%
17%
18%
31%
30%
41% B
33%
38% A
56%
26%
25% A
27% A
Dining out and nightlife
Movie theaters
Personal hobbies or sports (examples: golf,tennis, skiing, hiking)
Live shows (examples: performing arts, comedyshows, concerts)
Attractions (examples: theme parks, zoos,aquariums, water parks)
Museums
Live sports events
Family activities (examples: miniature golf, go-carts, laser tag)
Fairs
Auto races such as NASCAR *
2011 (A)
2010 (B)
“In which entertainment categories do you plan to spend money during the 2011 spring season?”
Base: 2011 ACMO members n=348
2010 ACMO members n=425
Q: “In which of the entertainment categories below do you plan to spend money during the 2011 spring season?” Multiple responses allowed.
• For the majority of AAA Missouri members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies
• Compared to the spring season of 2010, more members will pursue hobbies or sports this spring
Uppercase letters indicate statistically significant difference from other lettered category
* Not asked in 2010
AAA Member Poll – Spring Break 2011 - Page 4
30%
25%
24%
18%
16%
25%
42% B
21%
9%
4%
10%
36% A
31%
22% A
33% A
34% A
I’ll spend more time with family and friends
I’ll stay closer to home
I’ll choose less expensive entertainment options
I’ll spend more time at home
I’ll spend less on entertainment*
I’ll engage in fewer entertainment activities
I’ll spend more on entertainment*
I’ll not spend money on entertainment and will findother activities to do instead
None of the above. I don’t plan to change any of myentertainment plans
2011 (A)
2010 (B)
“How are you planning to change your entertainment activities during the 2011 spring season compared to last year?”
Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed.
• Significantly fewer ACMO members plan to take any steps to spend less
• 42% state they won’t make any changes to their spring season entertainment activities and 9% state they plan to spend more compared to last year
Uppercase letters indicate statistically significant difference from other lettered category
* Not asked in 2010Base: 2011 ACMO members n=348
2010 ACMO members n=425
AAA Member Poll – Spring Break 2011 - Page 5
Gas Prices Affect Budgets of ACMO Members
Base: ACMO members n=348
Not asked in 2010
42%58%
YesNo
AAA Missouri
“Have the recent high gasoline prices affected your budget?”
“At approximately what price per gallon of gas do you think you will start making major changes in how much you drive or how much gasoline you use?”
6%
19%
26%
23%
2%
8%
1% 1%
11%
3%
$2.50 $3.00 $3.50 $4.00 $4.50 $5.00 $6.00 $10.00 Don'tKnow
None ofthese
• More than two-thirds (68%) of ACMO members will start to make major changes to conserve gas when the price reaches $3-$4 per gallon
= 68%
AAA Member Poll – Spring Break 2011 - Page 6
“How have the higher gas prices affected your budget?”
Not asked in 2010
Q: “How have the higher gas prices affected how you budget your money?” Multiple responses allowed.
• The majority (78%) of ACMO members affected by the higher gas prices will cut back on unnecessary driving
• Half will cut back on dining at restaurants
5%
5%
23%
29%
32%
34%
37%
42%
50%
78%
I plan to buy a car this year that will bemore fuel-efficient than the one I drive now.
I ’m carpooling more often.
I use a member discount program.
I won’t take a leisure trip this spring(March/April).
I ’m putting less money into savings.
I will spend less money on my spring trip(s).
I ’ll search for discounts and specials forentertainment and travel.
I ’m spending less money on entertainment.
I ’m spending less money on eating out atrestaurants.
I ’m cutting back on unnecessary driving.
Base: ACMO members who said high gas prices have affected their budget n=199
AAA Member Poll – Spring Break 2011 - Page 7
33%
10%
57%
YesNo
Undecided
“During the 2011 spring season, do you plan to take at least one leisure trip?”
Q: “During the 2011 spring season, do you plan to take at least one leisure trip?”
“Leisure trip” for this survey is defined as “a non-business trip of more than 50 miles one way from home and requiring at least one overnight stay.”
201066%
201010%
201024%
• Significantly fewer ACMO members plan to take a leisure trip this spring (57%) compared to last year (66%)
▼
▼ indicates significant difference from previous yearBase: 2011 ACMO members n=348
2010 ACMO members n=425
AAA Member Poll – Spring Break 2011 - Page 8
“How many leisure trips are you likely to take in March and April?”
Base: ACMO members who are planning to travel during spring season 2011 n=209
Not asked in 2010
Q: “How many leisure trips are you likely to take in March and April?”
64%
27%
7%
0%2%
One Two Three Four Five or more
• Almost two-thirds (64%) of ACMO members traveling this spring will take just one trip
AAA Member Poll – Spring Break 2011 - Page 9
“About how much do you expect to spend on all your leisure travel during the 2011 spring season?”
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
2010 ACMO members who plan to take a leisure trip during spring season n=294
Q: “About how much do you expect to spend on all your leisure travel during the 2011 spring season, including lodging, transportation, meals and entertainment?”
35%
23%
17%
11%
6%
3%2%
1% 1% 1%
14%
10% 10%
4% 4%
2%1 % 1 %
31%
23 %
$500 orless
$501 to$1,000
$1,001 to$1,500
$1,501 to$2,000
$2,001 to$3,000
$3,001 to$4,000
$4,001 to$5,000
$5,001 to$7,000
$7,001 to$10,000
More than$10,000
2011
2010
• For their leisure travel in this year’s spring season, more ACMO members plan to spend in the lower ranges (below $2,000) compared to their plans in 2010
AAA Member Poll – Spring Break 2011 - Page 10
38%
32%
21%
15%
14%
12%
10%
40%
33%
13%
7%
48% B
32% B
53% A
10%
24%
16%
31% A
Visit family
Sightseeing
Visit friends
Visit an attraction (examples: theme park, zoo,aquarium]
Shop
Pursue a hobby or sport (art, cooking, golf,skiing)
Spa or just relaxation
Maintain a family tradition of traveling during thespring season
Go to a gambling destination (examples: LasVegas, Atlantic City)
2011 (A)
2010 (B)
“What do you plan on doing while traveling during the 2011 spring season?”
Q: “What do you plan on doing while traveling during the 2011 spring season?” Multiple responses allowed.
Uppercase letters indicate statistically significant difference from other lettered category
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
2010 ACMO members who plan to take a leisure trip during spring season n=294
• More ACMO members plan to visit family and friends during spring season this year compared to last year, and fewer will be sightseeing or shopping
AAA Member Poll – Spring Break 2011 - Page 11
72%
32%
4%
2%
1%
1%
1%
8%
76%
25%
Another state in theU.S.
Traveling in my ownstate
Caribbean Islands
Europe
Canada
England, I reland,Scotland, or Wales
Mid-East
Other
2011
2010
“What travel destinations do you plan on for the 2011 spring season?”
Q: “What travel destinations do you plan on for the 2011 spring season?” Multiple responses allowed.
• About 7 in 10 ACMO members who are taking a leisure trip this spring season will travel to another state, and about 3 in 10 will travel in their own state
Note: Specific destinations outside the U.S. were not included in the 2010 poll
8% planned “international” travel in 2010
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
2010 ACMO members who plan to take a leisure trip during spring season n=294
AAA Member Poll – Spring Break 2011 - Page 12
17%
5%
14%
18%
20%
18%
22%
17%
30%
27%
35%
33%
15%
5%
9%
10%
10%
14%
15%
16%
21%
34%
29% A
21% A
31% A
6%
18%
23%
31%
21%
23%
36%
None of the above
Take a bus or train
Reduce your budget for entertainment (e.g., movies,concert, theater)
Fly coach rather than business or first class
Redeem loyalty program points/miles for a free ordiscounted plane ticket
Share costs with other family/friends
Stay at a less expensive hotel
Redeem loyalty program points/miles for free ordiscounted hotel stay
Take a trip to a destination that is closer to home
Take a trip that is shorter in duration (e.g. fewer days)
Reduce your budget for shopping and souvenirs
Travel within the U.S. rather than internationally
Reduce your budget for meals/snacks
Stay with friends or family rather than stay at a hotel
Take a road trip instead of a trip requiring an airline flight
Use an affinity discount program such as AAA to getcheaper hotel rates
2011 (A)
2010 (B)
“How are you planning to save money on your 2011 spring travel?”
Q: “How are you planning to save money on your 2011 spring travel, if at all?” Multiple responses allowed.
• ACMO members this year confirm their use of affinity discount programs such as AAA to save money while traveling
• Significantly fewer ACMO members will reduce their budgets for shopping or entertainment while traveling on spring break this year compared to last year
Uppercase letters indicate statistically significant difference from other lettered categoryBase: 2011 ACMO members who plan to take a leisure trip during spring season n=209
2010 ACMO members who plan to take a leisure trip during spring season n=294
AAA Member Poll – Spring Break 2011 - Page 13
“Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”
Not asked in 2010 Spring Break Poll
Q: “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?”
54%
33%
13%
About the same
Fewer
More
October 2010 Holiday Poll
62%
23%
15%
• More ACMO members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010
Base: ACMO members n=348
AAA Member Poll – Spring Break 2011 - Page 14
“What will be your primary type of transportation to reach your destination?”
Not asked in 2010 Spring Break Poll
Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?”
63%
25%
5%
2%
2%
2%
1%
Your own vehicle
Airplane
Cruise ship
Rental vehicle
Recreational vehicle(RV)
Train
Bus
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
October 2010 Holiday Poll
61%
28%
5%
3%
1%
0%
1%
AAA Member Poll – Spring Break 2011 - Page 15
“What type of ground transportation are you likely to use to or from the airport?”
Base: ACMO members who are traveling by plane during spring season n=51
Not asked in 2010
Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed.
32%
25%
21%
18%
11%
5%
4%
Rental car
Drive my car andpark
Drop off or pick up byfriend or family
Shuttle van orlimousine
Hotel-airport shuttle
Taxi
Other
Caution: Small base size
AAA Member Poll – Spring Break 2011 - Page 16
“How many days will your trip last?”
Not asked in 2010 Spring Break Poll
Q: “How many days will your [longest] trip last?”
32%
49%
16%
3%
3 days or less 4-7 days 8-14 days More than 14 days
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
October 2010 Holiday Poll
3 days or less 22%
4-7 days 55%
8-14 days 19%
More than 14 days 4%
AAA Member Poll – Spring Break 2011 - Page 17
“What will your primary accommodations be while on this trip?”
Not asked in 2010 Spring Break Poll
Q: “What will be your primary accommodations while on this [longest] trip?”
46%
26%
8%
6%
5%
3%
2%
3%
Hotel or motel
Family member'shome
Friend's home
Cruise ship
Rented condo orhouse
Campground
Bed & Breakfast
Other
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
October 2010 Holiday Poll
37%
42%
3%
7%
5%
1%
1%
4%
AAA Member Poll – Spring Break 2011 - Page 18
“How many people will be traveling with you?”
Q: “How many people will be traveling with you?”
16%
51%
12%
8%
13%
None - I'm travelingsolo
One Two Three Four or more
October 2010 Holiday Poll
None 17%
One 50%
Two 13%
Three 10%
Four or more 9%
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
AAA Member Poll – Spring Break 2011 - Page 19
“With whom will you be traveling?”
Q: “With whom will you be traveling?” Multiple responses allowed.
79%
20%
16%
12%
7%
6%
3%
2%
0%
79%
22%
10%
13%
7%
4%
0%
17%
Your spouse orpartner
Friend(s)
Your minor child(ren)(under 18 years old)
Your adult child(ren)(18 years or older)
Other familymembers
Grandchild(ren)
Pet(s)*
Parent(s)
Grandparent(s)
2011 (A)
2010 (B)
Base: 2011 ACMO members who plan to take a leisure trip during spring season and are traveling with someone n=175
2010 ACMO members who plan to take a leisure trip during spring season and are traveling with someone n=256
AAA Member Poll – Spring Break 2011 - Page 20
“How long ago did you plan this trip?”
Not asked in 2010 Spring Break Poll
Q: “How long ago did you plan this [longest] trip?”
31%
21%
21%
17%
9%
I haven't planned it yet
Less than a month ago
1-2 months ago
3-6 months ago
More than 6 monthsago
Base: 2011 ACMO members who plan to take a leisure trip during spring season n=209
October 2010 Holiday Poll
37%
13%
13%
22%
15%
AAA Member Poll – Spring Break 2011 - Page 21
Demographics
AAA Missouri
Base 348
Gender
Male 60%
Female 40%
Age
18-35 10%
36-49 20%
50-64 37%
65+ 33%
Income
<$50,000 15%
$50,000-$74,999 21%
$75,000-$99,999 13%
$100,000-$149,999 16%
$150,000 or more 7%
Prefer not to answer 28%