E-mail this pageTourism Promotion Agency (TPA) Council of New York State
Leisure Travel Information Study
The study was commissioned by the TPA Council of New York State primarily to determine the effectiveness of print media advertsising campaigns in influencing travel decisions of leisure travelers to New York State. The survey also identified ancillary information such as timing of planned travel, travelers' place of residence, and whether they undertook travel to a destination other than New York State. It should be noted that the leisure travel market excludes business or convention travel.
The TPA Council provided contact information from direct inquiries generated from six print publications in which it had undertaken marketing campaigns during April through June, 2008. The Technical Assistance Center sent surveys to this pool of over 8,900. Invitees were given an option of completing the survey in hard copy or online. The targeted groups included readers of the following publications: Ladies Home Journal, Midwest Living, Better Homes and Gardens, Family Circle, Collinson newspaper inserts, and Traveling Across New York. The survey overall had a nearly 15% response rate. Response rates by individual publications were near or exceeded this rate with the exception of respondents to the Collinson newspaper inserts (which showed just under a 5% response). With the exception of the Collinson publications, which demonstrate a questionable response, this is a sound response rate from a research perspective.
The following are highlights from the report:
- Nearly 75% of respondents reside outside New York State. The largest regional groups represented were the Northeast U.S. (excluding New York State), Mid-west U.S. and Southern U.S. in declining order of responses.
- Over half (54%) of survey respondents stated that they had visited New York State for leisure travel within the past 12 months. Of those who reported that they had not visited New York State within this time period, most (74%) said that they were planning a future trip.
- Most respondents (62%) said they planned to visit New York State for leisure travel within one year, while 86% planned to visit within two years.
- The vast majority (93%) of respondents stated that they received requested travel information in a timely manner.
- Over three-quarters of the respondents (79%) stated that the travel information that they received either "helped a great deal", or "helped (them) decide to take an unplanned trip".
- The gross and net conversion rates of the overall group are positive. Gross conversions include those travelers who provided any positive response as to the motivating influence of the travel information received. Net conversions are those travelers who indicated that the travel information received influenced them to take an unplanned trip. The gross conversion for the overall group is 79%, and the net conversion of the overall group is 29%.
- Gross and net conversion rates within the individual publication sub-groups were also positive in most instances.
- Net conversion rates provide a strong indication of advertising campaign effectiveness. The highest net conversion rates among the six publications were Ladies Home Journal at 33% and Better Homes and Gardens and Family Circle at 29% each.
- The lowest net conversion rates were from Collinson newspaper inserts (27%), Midwest Living (26%) and Traveling Across New York (25%).
- Mean estimated travel expenditures for the overall group, which includes a sum of the mean food, lodging and other expenses are $1,148. This varies between a low of $1,040 to a high of $1,825 per travel party within the individual publication respondent groups.
- More than half of the respondents (61%) stated that they had traveled somewhere other than New York State for leisure travel in the last twelve months.
This report indicates positive results for the advertising campaign measured through this survey. The spending profiles of these travelers are also measured by the survey. This provides some indication of economic impacts and generalized expenditure profiles of each sub-group. These measurements provide benchmarks to assist the TPA Council in future marketing decisions. The study can be used to evaluate and enhance future marketing strategies, marketing resources, and to provide a paltform for further research.
Contact Information
For more information about the Technical Assistance Center at SUNY Plattsburgh, please contact:
E-mail: tac@plattsburgh.edu
Phone: (518) 564-2214
194 US Oval
Plattsburgh, NY 12903