August 30, 2010

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In 2010, the Wisconsin Department of Tourism embarked on an ongoing study to track traveler perceptions and behaviors over time. Qualitative research was conducted during January in Chicago and Minneapolis. During the month of May, travelers who live in Chicago, Milwaukee, the Twin Cities and Iowa then took an online survey. Only those respondents who had spent one overnight involving vacation travel in the past year and – at a minimum – shared in the responsibility for making travel or vacation plans for their household were included. More than 1,600 travelers’ responses were included in this research.

The research report is prefaced as being a beginning, and additional data will be shared as it becomes available. The report highlights travel habits, planning tools and motivators for leisure travel. A few interesting statistics from the report include:

- “Having Fun” is the number one motivator for embarking on leisure travel in Wisconsin.

- 73% of respondents selected a hotel or place to stay online, compared with 45% of respondents in a national sample reported in a similar study called “The State of the American Traveler” in January 2010.

- 69% of respondents reported booking a hotel or other lodging online, compared to 43% of respondents in the “American Traveler” poll.

The full two-page report, complete with handy charts and graphs, can be downloaded here.

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Occupancy was up in Wisconsin in July 2010 compared to July 2009 and all market areas saw an increase in occupancy, with the largest increase in Eau Claire/Menomonie. ADR was up slightly statewide compared to July 2009, with the largest increase in Janesville/Racine.

To view Smith Travel Data for your region for July 2010, click here. (Password protected – e-mail Michelle in the WH&LA Office if you need help logging in.)

Data is provided by Smith Travel Research, an independent research firm founded in 1985. Smith Travel offers WH&LA members discounts on various STR reports and products. For more information, visit strglobal.com.

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Would you like to get more bus group reservations?

The WH&LA co-op ad in the ABA (American Bus Association) is one of our longest running and most popular opportunities. For $280 you receive a listing that thousands of bus tour operators will see throughout the year. The best part is that you don’t need to be a member of ABA to participate! While we are a bit passed deadline on this, we can get you in up until Wednesday morning (September 1). Please click here and fax back the form to 262-782-0550.

As always, feel free to contact me should you have any questions.

Bill Elliott, VP Member & Revenue Development WH&LA
E: bill@WisconsinLodging.org
P: 262/782-2851

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