Visit Denver Visitation Report by Longwoods International 2014

Denver
Travel Year 2014

Final Report
2014
Table of Contents
Page
Background & Purpose
3
Survey Method 5
Highlights and Conclusions
6
Results in Detail
Size & Structure of Denvers Overnight Travel Market
Travel Expenditures
Key Travel Trends
Sources of Business
Overnight Visitor Profile
Denver Overnight Trip Planning & Booking
Tripographics
The Trip Experience
Denvers Product Delivery
Appendix A: Trend Data
2
Background & Purpose
VISIT DENVER, The Convention & Visitors Bureau, has commissioned

Longwoods International to conduct an ongoing program of research to
assess the citys current position and future opportunities within the
American travel market.
Beginning with Longwoods 1990 TRAVEL USA Benchmark Study, the
most comprehensive single study ever conducted of the American leisure
traveler, Denvers tourism business has been monitored quarterly with
large-scale probes of a representative and projectable sample of leisure
travelers across the U.S.
A sample of business travelers was added to the study for the first time in
1994.
Since 2007, information on day trip visitor volume, expenditures and
demographics has been provided. Nonetheless, the primary focus of the
study remains on overnight travel.
Background & Purpose (Contd)
The purpose of the research is to track:
size of market, in terms of visitors and expenditures

the profile of the Denver visitor:
trip characteristics:
demographics, geography and lifestyle

trip planning, transportation, accommodations, dining, sports,
recreation, sightseeing, entertainment, etc.
Denvers product delivery, i.e., Denvers image among

visitors
Survey Method
Denver visitors were identified using Longwoods Travel USA, our

syndicated study which surveys a projectable national sample of U.S.
residents quarterly.
Online self-completion survey

Respondents 18+ years of age selected randomly from a major national
Internet consumer panel
Quarterly data is aggregated for annual reporting
An initial survey gathers data on visitors to all destinations. A detailed

follow-up questionnaire is e-mailed on a quarterly basis to respondents
identified as Denver visitors over the year the follow-up sample totaled
1,773 day and overnight visitors.
Response rates were high, with 65% completing the survey.
In 2014, the final sample totaled 1,035 overnight visitors and 738 day
visitors to Denver.
Size & Structure of

Denvers Overnight Travel
Market
Overnight Trips to Denver
Total 2014 Trips = 15.4 Million
13.0 Million
Pleasure; 84%
Business; 16%
2.4 Million
Main Purpose of Leisure Trips

Base: Overnight Leisure Visitors
Visit to Friends/Relatives
48
Touring
9
9
8
Special Event
56
10
7
6
5
7
5
5
City
Outdoor
Combined Business/Leisure
Ski
Casino
Other *
5
11
20
40
60
Percent
Denver
* Theme Park, Resort, Cruise
US Norm
8
Travel Expenditures
Travel Spending in Denver

Base: Total Visitors
Total = $5.28 Billion
Overnight Visitors; 87%

Day Visitors; 13%
$4.61 Billion
$0.67 Billion
10
Travel Spending by Sector

Day & Overnight Visitors
Total Spending = $5.28 Billion
$1,132 Million
$1,347 Million
Eating/Drinking; 21%
Accomodation; 26%
Transportation; 28%
Recreation; 10%
Retail; 15%
$1,471 Million
$539 Million
$786 Million
11

Overnight Visitors
Total Spending = $4.61 Billion
$913 Million
$1,347 Million
Eating/Drinking; 20%
Accomodation;Transportation;
29%
30%
Recreation; 9% Retail; 13%
$1,369 Million
$398 Million
$579 Million
12

Day Visitors
Total Spending = $670 Million
$219 Million
$207 Million
Retail; 31%
Eating/Drinking;
33%
Recreation; 21%
Transportation; 15%
$103 Million
$141 Million
13
Ground Transportation Expenditures

Overnight Visitors
$543 Million
$73 Million
Gasoline
40%
Parking
Rentals
5%
36%
Repairs
Fares
2%
12%
Other
5%
$489 Million
$26 Million
$169 Million
$68 Million
14
Retail Expenditures
Overnight Visitors
Total = $579 Million
Groceries/Drugs; 31% $180 Million

Other; 15%
Antiques/Crafts; 3%
Gifts/Souvenirs;
Alcohol;24%
16%
Clothing/Sports Equipment; 11%
$138 Million
$62 Million
$89 Million
$93 Million
$18 Million
15
Travel Spending by Type of

Accommodation
Commercial Lodging; 66%

Private/Own Home; 32%
Campground; 2%
16
Business vs. Leisure Spending

Overnight Visitors
$3.6 Billion
Pleasure Trips; 78%

Business Trips; 22%
$1.0 Billion
17
Contribution to
Expenditures/Visitor Volumes
Base: Overnight Visitors
40
Visit to Friends/Relatives
45
38
Marketable Leisure
39
22
Business
16
20
40
60
Percent
Expenditures
Visitors
18
Overnight Leisure Travel Spending

by Purpose of Trip
$1,819 Million
$126 Million
$177 Million
Visits to Friends/Relatives; 51%

Special Event; 11%
Other; 4%
Touring; 9% Ski; 4%
Outdoors; 5%
City; 9%
Business-Pleasure; 8% $405 Million
$315 Million
$340 Million
$131 Million
$279 Million
19
Total Overnight Expenditures By

Category
$1,400
$1369
$1347
$1,200
$1181
$1106
$1023
$1,000
476
209
$992
$913
375
$800
$796
372
400
$600
307
$0
592
219
168
446
367
320
$400
191
$705
179
273
$200
241
411
47
278
249
378
`12
424
`13
471
`14
434
259
297
`12
`13
Accommodations
526
Food
Marketable
`12
`13
273
`14
203
222
250
`12
`13
`14
Transportation
VFR
280
536
283
`14
$579
$549
$499
49
54
Business
Retail
$374 $398
$354
30
28
28
175
180
169
156
166
193
`12
`13
`14
Recreation/
Sightseeing/
Entertainment
20
Average Daily Expenditures

Per Visitor
$160
$138
$140
$126
$120
$113
$112
$117
$104
$100
$80
$68
$60
$70
$63
$66
$53
$49
$40
$20
$0
Business
Marketable
2012
2013
VFR
Day
2014
21
Average Daily Expenditures

Per Visitor
Marketable=$117
$70
VFR=$70
Business=$138 Day=$66
$65
$60
$50
$40
$36
$32
$30
$20
$32
$30
$19
$14
$22
$22
$10
$10
$0
$20
$17
$16
$14
$13
$11
$7
$7
$4
$0
Marketable
VFR
Business
Day
22
Average Daily Expenditures Per

Overnight Visitor - By Type of
Accommodation
Any Commercial = $132
No Commercial = $67
$60
$50
$45
$40
$38
$30
$25
$22
$20
$16
$13
$10
$13
$10
$9
$7
$0
Any Commercial
No Commercial
23
Average Daily Expenditures Per

Overnight Leisure Visitor By Type of
Accommodation
Any Commercial = $129
No Commercial = $67
$50
$40
$30
$23
$22
$20
$16
$16
$13
$9
$10
$0
$40
$13
$7
$37
Any Commercial
No Commercial
24
Average Daily Expenditures Per Overnight

Business Visitor Staying in Commercial
Accommodations*
Average = $150
$80
$70
$71
$60
$50
$40
$35
$32
$30
$20
$10
$7
$4
$0
Accommodation
Transportation
Food
Retail
Recreation
25
*Data for business travelers staying in non-commercial accommodations are not shown due to extremely small base size
Key Travel Trends
Structure of the U.S. Travel Market
2014 Overnight Trips
Marketable Pleasure Trips; 47%

Visits to Friends/ Relatives; 43%
Business Trips; 10%
27
27
U.S. Market Trends for Overnight

Trips
2014 vs. 2013
Base: Adult Overnight Trips
All Overnight Trips
Leisure Trips (VFR + Marketable)
Visiting Friends/Relatives
Marketable Trips
Business Trips
-5
10
Percent Change
28
U.S. Overnight Marketable Trip

Trends
2014 Travel Year
City
Resort
Touring
Outdoors
Special Event
Theme park
Cruise
Ski
Business/Leisure
Casino
-15
0
-11
-10
-5
Percent Change `14 vs. `13
10
15
29
U.S. Marketable Trips

Special Event, Casino & City
Trips
140
120
100
80
Millions of Trips
60
40
20
0
Special Event
Casino
City
30

Touring & Outdoor Trips
140
120
100
80
Millions of Trips
60
40
20
0
Touring
Outdoor
31

Business/Leisure, Resort* & Ski
Trips
140
120
100
80
Millions of Trips
60
40
20
0
Resort*
Business-Leisure
* Combines Country and Beach starting in 2007 and Resort plus Golf starting in 2013
Ski
32
U.S. Business Trips
400
300
Millions of Trips
200
100
33
Total Overnight Trips to Denver

1994 to 2014
20
10%
15
15.
4
11.7
10
Millions of Trips
7.2
1.9
5.3
7.1
1.9
5.2
7.9
2.0
5.9
8.8
2.4
6.4
9.4
2.4
7.0
9.0
2.5
6.4
9.6
10.3
2.3
10.2
2.1
2.7
6.9
8.0
8.1
9.7
1.9
7.8
9.9
2.0
7.9
10.4
2.6
12.2 12.2 12.1

2.6
2.5
2.0
12.7
1.8
13. 13.
2 6
2.2
2.3
14.
0
2.4
2.3
2.5
7.9
9.1
9.6
9.7
10.1
11.7
10.9 11.0 11.3
13.0
0
`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Business
Leisure
34
Structure of Denvers Overnight

Leisure Travel Market
14
13.0
12
10.9 11.0
10
9.1
8.0
8
Millions of 6.1
Trips
5.7
6
4
2
0
7.1
6.4
5.3 5.2
3.1
3.2
2.5
2.4
2.9
2.6
2.6
6.4
5.9
3.2
2.7
3.9
2.6
3.1
3.3
3.1
9.7
13%
10.1
7
6.2
7.8 7.9 7.9

6.5
6.9
5.6
5.6
5.8
5.1
4.9
4.9
4.7
2.9
9%
3.2
2.9
3.2
3.6
4.1
4.3
4.4
4.5
5.5
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Marketable Trips
Visits to Friends/Relatives
35
*Data are rounded
6.5
6.3
5.5
4.8
8.1
9.6
11.3 11.7
Overnight Leisure Trips to Denver

13%
9%
7.0
6.0
5.0
4.0
Millions of Trips
3.0
4.8
2.0
7.0
6.5
5.1
5.5
4.9
4.9
5.6
5.6
5.8
6.5
6.3
6.2
6.0
5.5
5.0
4.7
4.0
3.3
3.1
2.9
3.2
3.0
2.9
3.0
3.2
3.6
4.0
4.1
4.3
4.4
4.5
1.0
0.0
`99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Visit Friends/Relatives
Marketable Trips
36
Denvers Travel Market Share

Percent Identifying Denver as Main Destination of Leisure Trip
3
2.5
2
Percent
1.5
1.5%
1
0.5
0
37
Top U.S. City Destinations

Share of All Overnight Trips
Orlando
New York City
Los Angeles
Las Vegas
San Francisco
Chicago
San Diego
Atlanta
Dallas
Miami
Atlantic City
Tampa Bay
Houston
Anaheim
Denver
Fort Lauderdale
San Antonio
Myrtle Beach
2012
2013
2014
Share
Share
Share
3.0%
2.9%
2.7%
3.0%
1.6%
1.6%
1.7%
1.6%
1.3%
1.2%
1.6%
1.3%
1.1%
2.9%
2.9%
2.7%
3.0%
1.9%
1.8%
1.7%
1.4%
1.4%
1.3%
1.6%
1.1%
1.1%
3.0%
3.0%
2.8%
2.7%
2.0%
1.8%
1.7%
1.4%
1.4%
1.4%
1.3%
1.2%
1.2%
n/a
n/a
1.2%
0.8%
0.8%
1.1%
0.9%
0.9%
1.0%
1.0%
1.0%
0.9%
0.9%
0.8%
0.9%
38

2012
2013
2014
Share
Share
Share
New York City
2.6%
2.6%
3.1%
Los Angeles
2.7%
2.8%
2.9%
San Francisco
1.6%
1.7%
2.0%
Chicago
1.6%
1.7%
1.9%
Orlando
1.7%
1.7%
1.8%
Dallas
1.5%
1.6%
1.6%
Atlanta
1.9%
1.5%
1.6%
San Diego
1.5%
1.5%
1.6%
Houston
1.3%
1.4%
1.4%
Tampa Bay
1.4%
1.1%
1.2%
Miami
1.0%
1.1%
1.2%
Denver
0.7%
0.9%
1.2%
Boston
0.8%
0.9%
1.1%
Las Vegas
1.0%
1.1%
1.1%
Phoenix
1.2%
1.3%
1.0%
New York City
2.6%
2.6%
3.1%
Los Angeles
2.7%
2.8%
2.9%
39

Marketable Leisure Trips
Las Vegas
Orlando
New York City
Los Angeles
Atlantic City
San Diego
San Francisco
Miami
Chicago
Anaheim
Myrtle Beach
Tampa Bay
Fort Lauderdale
Daytona Beach
Atlanta
San Antonio
Denver
Washington DC
2012
2013
2014
Share
Share
Share
5.0%
4.4%
3.0%
2.6%
2.7%
1.8%
1.7%
1.5%
1.4%
n/a
1.4%
1.3%
0.9%
1.2%
1.2%
1.0%
0.7%
0.8%
4.9%
4.3%
3.1%
2.6%
2.6%
1.9%
1.9%
1.6%
1.5%
n/a
1.3%
1.1%
0.9%
1.2%
1.0%
0.9%
0.8%
1.1%
4.4%
4.3%
3.4%
2.6%
2.1%
1.9%
1.9%
1.6%
1.5%
1.5%
1.3%
1.2%
1.1%
1.0%
1.0%
0.9%
0.9%
0.8%
40

Touring Trips
New York City

San Francisco
Los Angeles
Washington D.C.
San Diego
Las Vegas
Miami
New Orleans
Nashville
Savannah
San Antonio
Orlando
Chicago
Denver
2012
2013
2014
Share
Share
Share
3.0%
3.2%
3.0%
2.6%
3.0%
2.5%
2.7%
2.8%
2.5%
2.6%
2.9%
2.1%
1.8%
2.1%
1.7%
2.0%
2.0%
1.7%
1.2%
1.5%
1.5%
1.2%
1.6%
1.4%
1.3%
1.4%
1.2%
1.3%
1.3%
1.2%
1.4%
1.2%
1.2%
1.2%
1.1%
1.2%
1.2%
1.1%
1.2%
0.9%
0.7%
1.2%
41

Special Event Trips
2012
2013
2014
Share
Share
Share
New York City

Las Vegas
Los Angeles
Chicago
Orlando
3.0%
2.8%
3.3%
2.8%
2.4%
2.8%
2.0%
2.5%
2.6%
2.2%
2.2%
2.1%
1.6%
1.5%
2.1%
San Francisco
1.3%
2.0%
1.9%
Atlanta
2.1%
1.8%
1.8%
San Diego
1.6%
1.6%
1.7%
Dallas
1.5%
1.8%
1.5%
Miami
1.2%
0.8%
1.3%
Nashville
0.9%
0.9%
1.2%
Denver
1.0%
1.2%
1.1%
Houston
1.0%
1.1%
1.1%
Indianapolis
1.1%
1.0%
1.1%
Boston
1.1%
1.0%
1.1%
New Orleans
Austin
1.2%
0.9%
1.1%
n/a
1.0%
1.1%
42

Combined Business/Leisure Trips
New York City

Los Angeles
Las Vegas
Chicago
San Francisco
Orlando
Atlanta
Miami
San Diego
Dallas
Tampa Bay
Seattle
Denver
2012
2013
2014
Share
Share
Share
3.6%
4.0%
4.2%
3.1%
3.2%
3.5%
2.7%
2.8%
2.9%
1.6%
1.4%
2.4%
2.2%
2.1%
2.0%
2.1%
3.0%
1.9%
2.1%
2.0%
1.8%
1.5%
1.8%
1.8%
1.3%
1.8%
1.8%
2.2%
2.0%
1.7%
1.3%
1.4%
1.6%
0.8%
1.1%
1.5%
1.2%
1.1%
1.4%
43

Ski Trips
2012
2013
2014
Share
Share
Share
Vail
3.1%
3.8%
6.2%
Breckenridge
3.1%
3.0%
4.7%
Denver
4.2%
4.8%
4.5%
Steamboat Springs
0.9%
2.5%
2.5%
N/A
1.9%
2.4%
Park City
44

City Trips
2012
2013
2014
Share
Share
Share
New York City

Chicago
San Francisco
Las Vegas
10.7%
10.8%
11.3%
4.5%
5.3%
4.5%
3.4%
3.9%
3.9%
3.4%
3.5%
3.7%
Los Angeles
3.4%
3.5%
3.7%
San Diego
2.4%
1.9%
2.5%
Atlanta
2.3%
2.4%
Dallas
1.6%
1.7%
1.8%
Washington, DC
0.9%
2.0%
1.7%
Miami
1.4%
1.9%
1.6%
Orlando
1.3%
1.5%
1.5%
Atlantic City
1.7%
1.4%
1.5%
Seattle
1.2%
1.4%
1.5%
Boston
1.3%
1.2%
1.5%
San Antonio
1.6%
1.3%
1.4%
New Orleans
1.3%
1.4%
1.3%
Nashville
1.0%
1.3%
1.3%
Houston
1.4%
1.0%
1.2%
Denver
0.9%
1.3%
1.1%
1.9%
45
Denvers Overnight Leisure Trips
2014 vs. 2013

6,980
6,160
1,480
Special Event
1,370
1,160
Touring
1,030
City
1,050
1,160
730
740
710
Outdoors
590
410
Ski
370
300
Casino
280
110
Country Resort/Golf
130
1000
2000
3000
4000
5000
6000
Thousands of Trips
2014
2013
46
7000
Overnight Business Trips to

Denver
6.0
5.0
5%
4.0
3.0 of Trips
Millions
2.0
1.0
0.0
2.4
1.9
1.9
2.0
2.4
2.5
2.7
2.3
2.5
2.1
1.9
2.0
2.6
2.6
2.5
2.0
2.2
2.3
2.3
2.4
1.8
`94`95`96`97`98`99`00 `01`02`03`04`05`06`07`08`09 `10 `11`12`13 `14
47
Length of Stay Leisure

Base: Overnight Leisure Trips
6.0
5.0
4.0
3.5
3.5
3.7
3.7
3.7
3.3
3.4
`11
`12
3.2
3.2
`13
`14
3.6
3.3
`08
3.2
3.3
3.3
`09
`10
`11
3.3
3.5
3.0 of Nights
Avg. Number
2.0
1.0
0.0
`07
`08
`09
`10
Denver
`07
`12
U.S. Norm
48
`13
`14
Use of Escorted Tours/Prepaid

Packages
Leisure
9.2
Prepaid-package
9.6
5.9
Escorted Group Tour
7
0
10
12
Percent
2014
2013
49
Escorted Tours & Prepaid Packages

to Denver Leisure
1200
11401120
1200
1000
920
820
800
770
600of Trips
Thousands
570
500
400
300
185
367 347
328
394 407
245 234
179
122 117
70
540
482
340
236
200
770
63
72
`01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Escorted Group Tour
Prepaid Package
50
Total Travel Spending* in Denver

Overnight Trips
15%
5.0
4.6
4.5
4.0
4.0
3.6
3.5
$ Billions
3.0
2.7
2.5
2.0
2.0
2.1
2.2
2.1
2.2
2.3
2.2 2.2
2.9
3.3
3.1
2.8
3.0
2.3
1.7 1.6 1.7
1.5
1.0
0.5
0.0
*In actual dollars (not adjusted for inflation)
51
Total Travel Spending* in Denver

Overnight Trips
4.0
$3.54
3.5
$3.16
3.0
$2.77
$2.53
2.5
$Billions
2.0
1.5
1.0
$2.17 $2.17
$1.86
$1.35
$2.34
$1.97
$1.56 $1.63 $1.48 $1.55 $1.53
$0.68 $0.69 $0.65 $0.70 $0.64
$0.89 $0.94
$0.78 $0.83
$0.67 $0.65
$0.84
$0.75 $0.81
$1.01
0.5
0.0
`00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Leisure
*In actual dollars (not adjusted for inflation)
Business
52
Travel Spending* by Business

Sector Overnight Trips
1500
1000
$Millions
500
1,369
1,347
921
973
1,023
1,181
1,106
668
992
913
669
705
849
796
664
`10 `11 `12 `13 `14 `10 `11 `12 `13 `14 `10 `11 `12 `13 `14
Accommodations
Food
Transportation
53
Travel Spending* by Business

Sector Overnight Trips (Contd)
1200
1000
800
600
$Millions
400
200
0
456
`10
484
`11
499
`12
Retail
549
`13
579
`14
285
310
`10
`11
353
373
398
`12
`13
`14
Recreation
54
Inflation Adjusted Overnight Travel

Spending in Denver
5
4.6
4.1
4
3
$ Billions
3.6
3.0
3.2
3.0
3.3
3.1
2.8
0.9
3.2
3.4
2.7
2.8
0.9
0.9
0.8
1.0
1.0
0.7
1.0
3.1
0.7
1.0
0.9
0.8
0.8
0.9
3.6
3.2
1
0
2.1
2.1
`01
`02
1.9
1.9
1.9
`03
`04
`05
2.2
2.2
`06
`07
Business
2.4
2.4
2.5
2.6
`08
`09
`10
`11
2.8
`12
Leisure
55
`13
`14
Millions of Trips
U.S. Overnight Marketable Leisure

Trips by Month
Total 2010 Marketable Trips = 685 Million
120
100
80
60
40
20
0
53
46 45 47 48 50
Jan
50 49 50 53
64 67 65 69
59
47
Feb
2009
76
Mar
2010
2011
61
49 49 46 53
55
61
Apr
2012
60 62 59 59 62 61
72 72 77 77
May
2013
80 82
June
2014
56
U.S. Overnight Marketable Leisure

Trips
by Month (Contd)
Millions of Trips
120
100
80
60
103
40
79 79 77 80
87
68 70 70 69 73
49 51
20
0
82
July
Aug
2009
56 55 57 60
60 59 62
80
41
Sept
2010
53
71
2011
Oct
2012
44 48 47
54
Nov
2013
2014
65
43
37 39 41
50 55
Dec
57
U.S Overnight VFR Trips by Month

Total 2010 VFR Trips = 689 Million
Millions of Trips
100
80
60
40
54
58
64
59
20
0
Jan
65 65 68 67
55
52 49
48 51
53
40
Feb
2010
Mar
2011
48 45
56 53
Apr
2012
2013
58
55 55 54 52 56
May
62 65
69
64 64
June
2014
58
U.S. Overnight VFR Trips by Month

(Contd)
Millions of Trips
100
80
60
40
69 71
79 75
85
56 58
63
57
65
20
0
41
July
Aug
2010
47 49 48 48
Sept
2011
55 58
65 68
Oct
2012
2013
73
71 74
65 69 68
73 75 70 73 76
Nov
Dec
2014
59
U.S Overnight Business Trips by

Month
Millions of Trips
Total 2010 Business Trips = 217 Million

40
30
20
10
22 23
19
17
Jan
19 19
15
21
16
14
23
23
18
15
11
Feb
2010
24
17
13
Mar
2011
21 20
Apr
2012
2013
17 16
13 12
May
2014
15
18 17
14
11
June
60
13
U.S. Overnight Business Trips by

Month
(Contd)
Millions of Trips
40
20
19
21 21
24 24
18
20
14
July
17
14
12 12
Aug
2010
14
16
14
24
21
16 15
12 11
Sept
2011
22
Oct
2012
2013
13 14 13
Nov
10 10 9
Dec
2014
61
Overnight Trips to Denver by

Month
Total 2010 Overnight Trips = 12.7 Million
2.5
Millions of Trips
2.0
1.5
1.0
0.5
0.0
1.1
1.3
1.2
1.1 1.0 1.1 1.0
1.1
1.2 1.2
1.4
1.1
0.8
0.7
Jan
1.1
1.2 1.0Feb
2010
Mar
2011
2012
1.0 1.0
0.7
1.3
0.9
0.8
Apr
2013
1.2
1.3 1.3
0.9 0.9
June
1.3
May
2014
1.4
62
Overnight Trips to Denver by

Month (Contd)
2.5
Millions of Trips
2.0
1.5
1.0
2.0
1.6 1.5
1.7
0.5
0.0
July
1.7
1.3
1.1
1.1
Aug
1.1
2010
1.3
0.9 1.0
1.1
1.1Sept
1.0
2011
2012
1.4
1.2
1.5
1.1 1.0 1.1
1.3
1.0
0.7
1.3
Oct
1.2
2013
0.7
Nov
2014
Dec
1.0
1.1
1.0
63
Overnight Marketable Leisure Trips

to Denver by Month
Total 2010 Marketable Trips = 4.4 Million
Thousands of Trips
600
500
400
300
470490
200
410
320
470
410
360
430
390
410
350
530
520
480
320
100
200
170
220
550570
440
190
109
Jan440 420
Feb
330
450
2010
Mar
470
2011
2012
Apr
380May
2013
2014
June
500
64
Overnight Marketable Leisure Trips

to Denver by Month (Contd)
Thousands of Trips
800
700
600
500
400
720
300
580
550
200
420 416
360
390
430
100
0
390
340
214
430
370
360
248
210
70
July770
660
500
760
Aug
Oct
500 480Sept
375460 380
376
500
680
2010
2011
2012
2013
Nov
2014
Dec
65
410
Overnight VFR Trips to Denver by

Month
Total 2010 VFR Trips = 6.5 Million
Thousands of Trips
800
600
400
660
650
530
200
0
Jan
450
530
624
570 565
460
420
480
410
Feb
410
410
2010
540
390
530
480
340
Mar
500
2011
2012
390
Apr
465
2013
610
520
379
May
460
430 670June
568650
2014
66
Overnight VFR Trips to Denver by

Month (Contd)
Thousands of Trips
800
600
400
760
660
610
580
580
620
510 510
200
0
410
Jul 820 530

Aug
670
690
700
620
500
2010
440
680
651
570 580
520
430
360
Sept
365
2011
2012
Oct
521
2013
Nov
Dec
600
610 790451
2014
67

Denver by Month
Total 2010 Business Trips = 1.8 Million
Thousands of Trips
500
400
300
200
318
100
250
200
210
300
260
210
225220
130
Jan350 170
Feb
210
224
2010
90
Mar150
110
2011
2012
220
190
170
140
98
170
94 110
50
Apr
2013
June
60
190
221
180
May
2014
68

Denver by Month (Contd)
Thousands of Trips
500
400
300
200
100
0
350
250
290 280
230
150 140
July 260
140
180
Aug
110
2010
220
150
170
160
110
Sept
Oct
210 280
280
350
350
2011
2012
2013
90
150 130
70
Nov
170
40 Dec
8070
2014
69
50
Sources of Business
Denvers Sources of Business

States contributing more than 5%

States contributing 2% - 5%
DMAs contributing more than 2%
71
Regional Sources of Overnight

Trips
Base: Total Trips
53
59
60
West
Pacific Coast
South
9
North-East
7
7
15
15
8
8
Mid-West
13
11
11
12
11
10
10
63
62
12
10
10
10
10
20
30
40
50
60
Percent
2014
2013
2012
2011
2010
72
70
State Sources of Overnight Trips
23
18
11
11
8
3
5
4
2
2
3
2
1
2
10
10
Leisure
15
Percent
Business
20
25
73
State Sources of Overnight Trips

(Contd)
2
2
2
2
1
0
1
1
1
1
1
1
1
1
1
10
Leisure
15
Percent
Business
20
25
74
State Sources of Overnight Leisure

Trips
Base: Leisure Trips
23
Colorado
26
11
12
California
8
8
Texas
Illinois
Florida
Arizona
3
3
3
3
2
3
2
2
3
2
3
Nebraska
Wyoming
New York
New Mexico
Kansas
1
Minnesota
0
4
4
10
Percent
2014
20
30
2013
75
State Sources of Overnight Leisure

Trips (Contd)
Base: Leisure Trips
Nevada
Pennsylvania
Ohio
Michigan
Missouri
Tennessee
Montana
Wisconsin
Minnesota
Georgia
Oklahoma
New Jersey
Indiana
2
2
2
2
0
1
1
1
1
1
1
1
1
1
1
1
1
1
10
20
30
Percent
2014
2013
76
State Sources of Day Trips
Base: Leisure Trips
Colorado
California
Wyoming
New York
Texas
Kansas
Illinois
Washington
Nebraska
Arizona
Virginia
73
4
3
3
2
2
2
1
1
1
1
10
20
30
40
Percent
50
60
70
77
80
Urban Sources of Overnight Trips
11
5
5
5
0
0
14
10
Percent
Leisure
Business78
15
Urban Sources of Overnight

Leisure Trips
Base: Leisure Trips
14
Denver, CO
7
Colorado Springs-Pueblo, CO
Los Angeles, CA
Chicago, IL
New York, NY
Albuquerque-Santa Fe, NM
Dallas-Ft. Worth, TX
Houston, TX
Washington, DC
2
2
2
San Diego, CA
3
2
3
Phoenix, AZ
Las Vegas, NV
San Francisco-Oakland-San Jose, CA
17
10
2014
Percent
15
2013
79
20
Visitor
Profiles
Visitor Profiles
Gender of Overnight Leisure

Travelers to Denver
52
Male
49
48
Female
51
20
40
60
80
Percent
Denver
US Norm
81
Gender of Overnight Leisure

Travelers to Denver
52
Male
52
48
Female
48
20
40
60
80
Percent
2014
2013
82
Gender of Overnight Business

Travelers to Denver
Base: Overnight Business Trips
62
Male
65
38
Female
35
20
40
60
80
Percent
Denver
US Norm
83
Gender of Overnight Business

Travelers to Denver
62
Male
63
38
Female
37
20
2014
40
60
80
Percent
2013
84
Age of Overnight Leisure Travelers

to Denver
Average U.S. = 44.0
Average Denver = 45.5

12
18-24 years
14
39
25-44 years
41
30
45-64 years
30
19
65+ years
15
20
40
60
Percent
Denver
U.S. Norm
85
Age of Overnight Leisure Travelers

to Denver
Average 2013 = 42.6
Average 2014 = 45.5

12
18-24 years
18
39
25-44 years
41
30
45-64 years
27
19
65+ years
15
20
40
60
Percent
2014
2013
86
Age of Overnight Business

Travelers to Denver
Average U.S. = 46.7
18-24 years
7
37
25-44 years
39
44
45-64 years
42
15
65+ years
13
20
40
60
Percent
Denver
U.S. Norm
87
Age of Overnight Business

Travelers to Denver
Average 2014 = 48.3
Average 2013 = 43.9
18-24 years
12
37
25-44 years
37
44
45-64 years
42
15
65+ years
20
40
60
Percent
2014
2013
88
Marital Status of Overnight Leisure

Travelers to Denver
63
Married/with partner
60
24
Never married
26
13
Divorced/widowed/ separated
14
20
40
60
80
Percent
Denver
US Norm
89
Marital Status of Overnight Leisure

Travelers to Denver
63
62
24
Never married
27
13
Divorced/widowed/seperated
11
20
40
Percent
2014
2013
60
80
90
Marital Status of Overnight

Business Travelers to Denver
70
67
20
Never married
20
10
13
20
40
60
80
Percent
Denver
US Norm
91
Marital Status of Overnight

70
61
20
Never married
31
10
8
20
40
60
80
Percent
2014
2013
92
Household Size of Overnight

Leisure Travelers to Denver
26
1 member
21
39
2 members
34
14
3 members
18
21
4+ members
27
10
20
30
40
Percent
Denver
US Norm
93

26
1 member
20
39
2 members
38
14
3 members
16
21
4+ members
26
10
20
30
40
Percent
2014
2013
94

23
1 member
23
38
2 members
36
20
3 members
16
21
4+ members
25
10
20
30
40
Percent
Denver
US Norm
95

23
1 member
33
38
2 members
22
20
3 members
21
21
4+ members
25
10
20
30
40
Percent
2014
2013
96
Presence of Children in Household

of Overnight Leisure Travelers to
Denver
64
No Children Under 18
54
15
Any child between 13-17
20
18
23
15
Any child under 6
19
20
40
60
80
Percent
Denver
US Norm
97

of Overnight Leisure Travelers to
Denver
64
56
15
18
18
23
15
Any child under 6
19
20
40
60
80
Percent
2014
2013
98

of Overnight Business Travelers to
Denver
59
58
25
20
20
21
Any child under 6
16
20
40
60
80
Percent
Denver
US Norm
99

Denver
59
63
25
17
20
21
Any child under 6
14
20
40
60
80
Percent
2014
2013
100
Education of Overnight Leisure

Travelers to Denver
26
Post-graduate
20
38
College graduate
38
23
Some college
25
13
High school or less
17
20
40
60
Percent
Denver
US Norm
101
Education of Overnight Leisure

Travelers to Denver
26
Post-graduate
21
38
College graduate
39
23
Some college
25
13
High school or less
13
20
2014
Percent
40
60
2013
102
Education of Overnight Business

Travelers to Denver
38
Post-graduate
33
36
College graduate
41
14
Some college
17
11
High school or less
20
40
60
Percent
Denver
US Norm
103
Education of Overnight Business

Travelers to Denver
38
Post-graduate
24
36
College graduate
43
14
Some college
23
11
High school or less
20
40
60
Percent
2014
2013
104
Employment of Overnight Leisure

Travelers to Denver
50
Full-time/self-employed
48
Part-time
10
41
Not employed/retired/other
42
20
40
60
80
Percent
Denver
US Norm
105
Employment of Overnight Leisure

Travelers to Denver
50
52
Part-time
10
41
Not employed/retired/ other

38
20
40
60
80
Percent
2014
2013
106
Employment of Overnight
75
Full-time/Self-employed
76
Part-time
7
19

17
20
40
60
80
100
Percent
Denver
US Norm
107
Employment of Overnight
75
66
Part-time
4
19

30
20
40
60
80
100
Percent
2014
2013
108
Income of Overnight Leisure

Travelers to Denver
24
$100K+
21
16
$75K-$99.9K
16
24
$50K-$74.9K
23
17
$30K-$49.9K
20
18
Under $30K
22
10
20
30
Percent
Denver
US Norm
109
Income of Overnight Leisure

Travelers to Denver
24
$100K+
21
16
$75K-$99.9K
18
24
$50K-$74.9K
23
17
$30K-$49.9K
18
18
Under $30K
19
10
20
30
Percent
2014
2013
110
Income of Overnight Business

Travelers to Denver
39
$100K+
39
17
$75K-$99.9K
17
22
$50K-$74.9K
19
13
$30K-$49.9K
14
10
Under $30K
11
10
20
30
40
50
Percent
Denver
US Norm
111
Income of Overnight Business

Travelers to Denver
39
$100K+
30
17
$75K-$99.9K
19
22
$50K-$74.9K
20
13
$30K-$49.9K
16
10
Under $30K
14
10
20
30
40
50
Percent
2014
2013
112
Race/Ethnicity of Overnight
87
White
81
African-American
Other
11
20
40
60
80
100
Percent
Denver
US Norm
113
87
White
84
African-American
Other
12
20
40
60
80
100
Percent
2014
2013
114
88
White
84
African-American
Other
10
20
40
60
80
100
Percent
Denver
US Norm
115
88
White
84
African-American
Other
13
20
40
60
80
100
Percent
2014
2013
116
Hispanic Background of Overnight

11
Yes
10
89
No
90
20
40
60
80
100
Percent
Denver
US Norm
117

11
Yes
13
89
No
87
20
40
60
80
100
Percent
2014
2013
118

Yes
7
96
No
93
20
40
60
80
100
120
Percent
Denver
US Norm
119

Yes
7
96
No
93
20
40
60
80
100
120
Percent
2014
2013
120
Membership in Auto/Travel
Association of Overnight Leisure
Travelers to Denver
41
AAA
41
25
AARP
21
3
National Motor Club
4
2
Better World Club
10
20
30
40
50
Percent
Denver
US Norm
121
Membership in Auto/Travel Association

Denver
44
AAA
44
19
AARP
19
4
National Motor Club
2
2
Better World Club
10
20
30
40
50
Percent
Denver
US Norm
122
Gender of Day Visitors

Base: Day Trips
54
Male
48
46
Female
52
20
40
60
80
Percent
Denver
US Norm
123
Age of Day Visitors

Base: Day Trips
Average U.S. = 44.8
12
18-24 years
13
40
25-44 years
39
29
45-64 years
33
19
65+ years
15
20
40
60
Percent
Denver
U.S. Norm
124
Marital Status of Day Visitors

Base: Day Trips
64
60
22
Never married
25
14
16
20
40
60
80
Percent
Denver
US Norm
125
Household Size of Day Visitors

Base: Day Trips
23
1 member
22
38
2 members
34
16
3 members
18
22
4+ members
27
10
20
30
40
Percent
Denver
US Norm
126
Children in Household of Day

Visitors
Base: Day Trips
60
55
19
20
19
22
18
Any child under 6
19
20
40
60
80
Percent
Denver
US Norm
127
Income of Day Visitors

Base: Day Trips
20
$100K+
17
17
$75K-$99.9K
14
26
$50K-$74.9K
22
18
$30K-$49.9K
21
20
Under $30K
26
10
20
30
Percent
Denver
US Norm
128
Education of Day Visitors

Base: Day Trips
25
Post-graduate
17
36
College graduate
36
23
Some college
26
16
High school or less
20
20
40
Percent
Denver
US Norm
129
Employment of Day Visitors

Base: Day Trips
47
Full-time self-employed
46
10
Part-time
10
43

44
20
40
60
Percent
Denver
US Norm
130
Race/Ethnicity of Day Visitors

Base: Day Trips
86
White
82
African-American
8
12
Other
10
20
40
60
80
100
Percent
Denver
US Norm
131
Hispanic Background of Day

Visitors
Base: Day Trips
11
Yes
9
89
No
92
20
40
60
80
100
Percent
Denver
US Norm
132
Denver Overnight
Trip Planning &
Booking
Denvers Planning Cycle Leisure
60
50
45
40
Percent
30
37
33
39
35
29
24
20
24
24
21
29
21
19
18
22
18
18
14
17
14
10
0
1 Month or Less
2010
2 Months
2011
2012
3-5 Months
2013
6 Months or more
2014
134
Planning Cycle By Type of

Accommodations
60
50
48
45
40
Percent
30
21
20
21
21
18
16
10
10
0
1 Month or Less
2 Months
Commercial Accommodation
3-5 Months
6 Months or more
Other Accommodations
135
Denvers Planning Cycle

Business
70
64
62
60
50
57
44
Percent
40
30
31
30
27
22
20
17
15
17
9
10
0
23
21
1 Month or Less
2 Months
2010
2011
2013
11
12
7
3-5 Months
2012
14
6 Months or more
2014
136
Information Sources Used For

Planning Leisure
Online/Internet
66
69
21
Personal experience
22
18
Advice from relatives/friends
20
17
Airline/commercial carrier
17
13
Hotel/Resort
17
10
App for smartphone/tablet
10
Social media (e.g., Facebook, Twitter)
Travel agent
Books
Magazines
0
10
20
30
40
50
60
70
Percent
2014
2013
137
80

Planning Leisure (Contd)
Newspaper
Visitors' bureau
Television
Auto club
4
3
3
Toll-free number
Group tour company
Association/club
Government tourism office
Adventure travel company
2
2
2
1
20
40
60
80
Percent
2014
2013
138

Planning By Type of
Accommodations
1
2
1
4
2
4
1
61
21
20
20
13
11
8
11
7
7
6
72
16
18
24
20
40
60
80
Percent
Commercial Accommodations
139
Information Sources Used For Planning
By Type of Accommodations (Contd)

3
Visitors' bureau
1
3
TV
Group tour company
Toll-free number
2
2
2
Auto club
1
2
0
1
1
Government tourism office

Association/club
1
0
Radio
Adventure travel company0
0
20
40
60
Percent
140

Planning Business
62
Online/Internet
Travel agent
Airline/commercial carrier
Personal experience
Advice from relatives/friends
Hotel/Resort
Phone apps
Social media (e.g., Facebook, Twitter)
Magazines
Books
TV
66
20
16
17
21
15
5
11
9
4
3
27
12
23
15
1
1
1
20
40
60
80
Percent
2014
2013
141
Use of Online Services in Denver

Travel Planning
80
66
60
54
42
40
Percent
44
42
59 59
57
69
65
61
66
62
60
55
52
50
49
45
38
34
30
23
20
33
29
25
21
14
10 11
69
24 25
32
28
14
`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10 `11 `12`13`14`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10 `11 `12`13`14
Leisure
Business
142
Percent
Use of Online Services in Travel

Planning Leisure
80
69
66
60
54
44
42
40
34
33
30
25
23
20
`96
31
31
53
52
41
29
41
56
49
45
42
61
59
41
43
42
29
24
15
14
4
24
31
59
57
11
5
`97
`98
`99
`00
`01
`02
`03
Denver
`04
`05
`06
US Norm
`07
`08
`09
`10
`11
143
`12
`13
`14
Use of Internet For Trip Planning

Business
80
69
66
65
60
58
55
40
46
58
54
50
46
Percent
62
60
46
46
46
47
49 48
38
34
33
34
29
24
21
20
10 10 11
13 14 12
32
28
25
21
15
3 2
`96
`97
`98
`99
`00
`01
`02
`03
`04
Denver
`05
`06
`07
`08
`09
`10
`11
US Norm
144
`12
`13
`14
Publications Used For Trip Planning
19
Colorado State Map
8
12
Visitors Guide to Denver
7
7
Attractions/Destination Brochures
Colorado Winter Vacation Guide
5
4
Colorado Summer Vacation Guide0
3
2
1
Colorado Ski Country USA Guide
69
None of these
87
10
20
30
40
50
60
70
80
Percent
Leisure
Business
145
90
100
Publications Used For Trip

Planning- By Type of
Accommodations
21
Colorado State Map
12
15
Visitors Guide to Denver
4
8
Attractions/Destination Brochures
3
6
Colorado Summer Vacation Guide
Colorado Winter Vacation Guide
3
2
Colorado Ski Country USA Guide
2
2
64
None of these
84
10
20
30
40
50
60
70
80
90
Percent
146
100
Places Where Publications Were

Obtained
Base: Vacationers who used publications to plan trips
Any online/Internet
Hotel room/front desk
VISIT DENVER Info Center (in person)
www.colorado.com
www.denver.org/visitdenver.com
VISIT DENVER Info Center (mail/phone)
Colorado Welcome Center
1-800-Colorado
Travel Agent
Attractions
1-800-2Denver
Colorado Ski Country USA
42
25
19
17
15
15
14
8
7
4
4
3
10
15
20
25
Percent
30
35
147
40
45
Which of Publications and Internet

Were More Helpful?
Base: Used Internet & Publications to Plan Trip
Internet; 56%
Both; 36%
Publications; 6% Neither; 2%
148
Elements of Trip Planned Online

Leisure
52
53
Accommodations
49
51
Flight/train/bus/rental car
46
Restaurants
48
42
Car route/locations/maps
45
37
38
Local activities/attractions
25
Cities/Towns to visit
22
3
4
Packaged tours/cruises
0
10
20
30
40
50
60
Percent
2014
2013
149

By Type of Accommodations
71
15
49
35
15
10
20
25
28
35
37
30
48
64
44
40
50
60
70
80
Percent
Other Accommodation
150
150

Business
78
Accommodations
78
78
Flight/train/bus/rental car
76
36
Restaurants
46
34
Car route/locations/maps
49
16
Local activities/attractions
23
4
Cities/towns to visit
10
20
30
40
50
60
70
80
90
Percent
2014
2013
151
Internet Sites Used for Planning

Trip
Base: Used Internet for trip planning
28
www.denver.org (VISITDENVER.com)
15
18
www.colorado.com
3
62
Neither of these
84
0
10
20
30
40
50
60
70
80
90
100
Percent
Leisure
Business
152
152
Internet Sites Used

for Planning Leisure Trip
Base: Used Internet for trip planning
28
25
41
24
17
18
25
www.colorado.com
39
19
22
62
62
Neither of these
40
64
69
10
20
30
40
50
60
70
80
Percent
2014
2013
2012
2011
2010 153
153

By Type of Accommodation
30
17
20
www.colorado.com
5
59
Neither of these
79
10
20
30
40
50
60
70
80
Percent
Other Accommodation
154

Trip - Business
15
33
24
5
7
3
14
www.colorado.com
14
3
0
84
64
Neither of these
62
95
93
10
20
30
40
50
60
70
80
90 100
Percent
2014
2013
2012
2011
2010
155
Reason for Visiting Websites --Leisure
To obtain more information about a selected destination
60
To help decide on a destination
40
10
20
30
40
50
60
Percent
156
70
How Websites Were Discovered

Leisure
Search engine
88
Family/Friends
28
Surfing/browsing the internet
20
Brochures
Media article/programs
Advertisements/commercials
10
20
30
40
50
60
70
80
Percent
157
90
100
Booking Cycle Leisure
60
50
41
40
35
31
30
Percent
27
23
20
20
23
30
26
25
22
21
19
20
20
19
18
18
15
12
10
0
Did not Book in Advance 1 Month or Less
2010
2011
2 Months
2012
3-5 Months
2013
10
5
6 Months or more
2014
158
Booking Cycle By Type of

Accommodations
60
50
40
34
31
Percent
22
20
18
13
12
11
7
3
159
Booking Cycle Business
80
63
60
60
56
48 48
40
Percent
25
20
21
20
13
10
11
11
10
20 20
19
11
10
7
2
2010
2011
2012
2013
2014
160
Travel Agent Booked All/Part of Trip
Leisure Travelers
7
21
Business Travelers
14
10
15
20
25
Percent
Denver
US Norm
161
Travel Agent Booked All/Part of

Denver Trip
Leisure Travelers
6
21
Business Travelers
13
10
15
20
25
Percent
2014
2013
162
Travel Agent Booked All/Part of

Denver Trip
Base: Overnight Trips
80
60
55
48
40
40
Percent
33
23
20
36
30
23
20
15
12
20
15
10
6
51
9
4
17
21
19
13
9
11
13
`98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Leisure
Business
163
Used Internet to Book All/Part of

Trip
70
Leisure Travelers
55
68
Business Travelers
60
10
20
30
40
50
60
70
80
Percent
Denver
US Norm
164
Used Internet to Book All/Part of

Denver Trip
70
Leisure Travelers
68
68
Business Travelers
60
10
20
30
40
50
60
70
80
Percent
2014
2013
165
Social Media Use in the Past 3

Months by Overnight Leisure
Travelers
80
Used any social media for travel-related purposes
77
55
Used smartphone or tablet computer while traveling
48
34
Read travel reviews on a public website
28
32
32
Posted travel photos/videos

21
22
Looked at travel-related photos/videos on Facebook, etc.
20
19
Used social networking site to learn about deals/news

15
13
Used the internet to connect with other travelers
15
13
Read a blog about travel

0
20
40
Percent
Denver
166
US Norm
60
80

Travelers (Contd)
80
77
12
11
Got travel advice via social networking site

Tweeted about a recent trip
10
9
Contributed travel reviews to a public website
9
10
Gave travel advice via social networking site
9
8
Followed a specific destination or attraction
7
9
6
6
Subscribed to an e-newsletter
5
5
Blogged about a recent trip

0
20
40
Percent
Denver
US 167
Norm
60
80

Travelers
80
77
55
52
34
28
32
35
21
24
20
21

15
14
15
14

0
20
40
60
Percent
2014
168
2013
80

Travelers (Contd)
80
77
12
12
10
10

9
10
11
10
6
6
20
40
60
Percent
2014
2013
169
80

Months by Overnight Business
Travelers
77
75
62
56
36
30
26
27
19
18
19
20
17
13
14
11
20
40
60
Percent
Denver
170
US
Norm
80

Travelers
77
75
11
11
10
13
9
8
6
8
7
4
20
40
60
Percent
Denver
171
US Norm
80

Travelers
77
86
62
65

36
31
26
29

19
19
22
23
17
13
14
16

0
20
40
60
Percent
2014
2013
172
80
100

Travelers (Contd)
77
86
11
6
10
8
9
10

5
5
4
4
7
9
20
40
60
Percent
2014
2013 173
80
100

Months by Day Travelers
78
Any social media (net )
72
54
44
33
25
31
29

24
21
20
19

14
12
13
12
20
40
60
Percent
Denver
US Norm
174
80

Months by Day Travelers (Contd)
78
Any social media (net )
72
12
8
9
10

8
7
7
8
7
8
4
5

0
20
40
60
Percent
Denver
US Norm
175
80
Devices Used for Trip Planning

by Overnight Leisure Travelers
90
Used Any Device (Net)
79
49
Home (Desktop) Computer
43
52
Laptop/ Tablet Computer
44
23
Smartphone
22
20
40
60
Percent
US Norm
80
100
Denver
176
Devices Used for Trip Planning

by Overnight Business Travelers
89
84
41
40
61
52
22
Smartphone
20
20
40
60
Percent
US Norm
80
Denver
177
100
Devices Used During Trip

by Overnight Leisure Travelers
87
73
58
44
68
Smartphone
54
20
40
60
Percent
US Norm
80
Denver
178
100
Devices Used During Trip

by Overnight Business Travelers
90
85
72
64
67
Smartphone
63
20
40
60
Percent
US Norm
80
Denver
179
100
Devices Used for Trip Planning and

During Trip by Overnight Leisure
Travelers
Used During Trip

87
82
7
9
58
54
68
Smartphone
63
Used For Trip

Planning
90
86
49
47
52
52

23
Smartphone
27
20
2013
40
60
Percent
2014
80
100
180
Devices Used for Trip Planning and

During Trip by Overnight Business
Travelers
Used
During Trip
90
89

5
6
72
73
67
69
Smartphone
Used For TripUsed Any Device (Net)

Planning
89
87
41
47
61
54
22
Smartphone
29
20
40
2013
2014
60
Percent
80
100
181
Tripographics
Distance Traveled
Leisure vs. Business
17
Under 100 Miles
10
17
100-299 Miles
13
10
300-499 Miles
10
31
500-1,000 Miles
36
26
Over 1,000 Miles
31
10
15
20
25
30
35
40
Percent
Leisure
Business
183
Transportation Used on Trip to

Denver
Personal
56
Own car/truck
29
27
Rental car
Commercial
37
43
Plane
63
9
Taxi Cab
28
7
Bus
7
3
Train
10
20
30
40
50
60
70
Percent
Leisure
Business
Note: Some respondents used more than 1 type of transportation on their way to their destination
184

Denver Leisure
Personal
56
Own car/truck
71
27
Rental car
Commercial
16
43
Plane
21
9
Taxi Cab
9
7
Bus
6
3
Train
10
20
30
40
50
60
70
80
Percent
Leisure
US Norm
185

Denver Business
Personal
29
Own car/truck
37
Rental car
Commercial
63
Plane
28
Taxi Cab
7
Bus
4
Train
0
10
20
30
40
50
60
70
Percent
Business
US Norm
186
Number of Nights Spent in Denver

Leisure
60
54
50
40
Percent
30
26
20
11
10
0
1-2 Nights
3-4 Nights
Average Number of Nights Spent in Denver

Percent of Total Time in Colorado Spent in Denver
Percent of Entire Trip Spent in Denver
5-6 Nights
2011
3.3
72%
67%
7 + Nights
2012
3.4
71%
59%
2013
3.2
81%
187
74%
2014
3.2
75%
67%
Overall Length of Trip* Leisure
14
1 Night
23
17
2 Nights
28
30
3-4 Nights
25
18
5-6 Nights
Average Number of Nights Away

Denver Trip
U.S. Norm
2014
4.8
3.7
2013
4.5
3.7
11
15
7-13 Nights
10
6
14+ Nights
10
15
20
25
30
35
Percent
Denver
U.S. Norm
188
*Includes travel to/from Denver/destination and time spent elsewhere
Number of Nights Spent in Denver

Business
60
50
40
33
Percent
30
30
21
20
10
0
1 Night
2 Nights
3-4 Nights
Average Number of Nights Spent in Denver

Percent of Total Time in Colorado Spent in Denver
Percent of Entire Trip Spent in Denver
2011
2.8
95%
74%
5-6 Nights
7 + Nights
2012
3.0
91%
81%
2013
3.1
89%
82%
189
2014
3.2
88%
83%
Overall Length of Trip* Business
26
1 Night
27
20
2 Nights
26
31
3-4 Nights
29
11
5-6 Nights
Average Number of Nights Away

Denver Trip
U.S. Norm
2014
3.9
3.4
2013
3.8
3.3
9
12
7 + Nights
10
15
20
25
30
35
Percent
Denver
U.S. Norm
190
*Includes travel to/from Denver/destination and time spent elsewhere
Where Denver Visitors Stayed

on Their Overall Trip
Base: Those Who Stayed at least 1 night
Visit friends/relatives
4.2
Marketable leisure
2.4
Business
Total: 3.9
0.7
3.4
Total: 5.0
Total: 4.5
2.1
3.2
Leisure
0.8
1.4
Total: 4.8
Mean Number of Nights
Elsewhere
Denver
191
Average Number of Nights Spent

in Denver By Trip Type
4.2
Other Business
3.3
Convention/Conference
3.1
Business/Leisure
3.1
Touring
2.5
Special Event
2.4
City
1.8
Mean Number of Nights

192
Percent of Denver Trip-Nights Spent

in Each Type of Accommodation
46
Friends/Relatives/Own Home
4
38
Hotel
86
7
Motel
6
9
Other
10
20
30
40
50
60
70
80
90 100
Percent
Pleasure
Business
193
Use of Commercial
Accommodations In Denver
Percent of Accommodation Nights
Business
15%
Pleasure
85%
194
Size of Travel Party
2.6
Leisure
3.0
2.0
Business
2.1
Average No. of People
Denver
US Norm
195
Composition of Travel Party
50
Spouse/Partner
13
24
Child(ren)
6
12
Other Relative(s)
1
23
Just Myself
61
15
Friend(s)
6
10
Parent(s)
1
2
Business Associates
20
10
20
30
40
50
60
70
Percent
Leisure
Business
196
Share of Denver Business Trips that are

Combined Business/Leisure Trips
60
56
57
52
50
48
46
43
40
Percent
30
45
38
31
31
30
22
33
22
20
10
0
`01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
197
Business/Leisure Trips Number

of Extra Nights Spent in Denver
Base: Overnight Business/Leisure Trips
80
63
60
Percent
40
30
20
7
1 Night
2 Nights
3 + Nights
Percent of Extra Nights Spent in Denver

Percent of Extra Nights Spent Elsewhere in Colorado
97%
3%
198
Distribution of Trips By Quarter

Leisure
19
January - March
20
26
April - June
25
29
July - September
29
27
October - December
27
10
20
30
40
Percent
Denver
US Norm
199

Leisure
19
January - March
24
26
April - June
23
29
July - September
27
27
October - December
26
10
15
20
25
30
Percent
2014
2013
200

Business
32
January - March
22
29
April - June
30
26
July - September
24
14
October - December
24
10
15
20
25
30
35
Percent
Denver
US Norm
201

Business
32
January - March
28
29
April - June
20
26
July - September
27
14
October - December
25
10
15
20
25
30
35
Percent
2014
2013
202
Incidence of Prior Travel to Denver
73
Leisure Travelers
73
78
VFR
78
66
Marketable
68
77
Business Travelers
63
20
40
60
80
100
Percent
2014
2013
203
Number of Prior Overnight Leisure

Trips to Denver Leisure Visitors
Base: Prior Leisure Visitors
Average No. of Prior Trips

2014 = 13.4
2013 = 13.5
40
34
33
30
20
Percent
16
15
12
13
13
11
15
14
12
12
10
1 Trip
2 Trips
3-4 Trips
5-6 Trips
2013
2014
7-10 Trips
204
11+ Trips
Number of Prior Overnight Leisure

Trips to Denver Business
Visitors
Base: Prior Business Visitors
Average No. of Prior Trips

2014 = 7.7
2013 = 12.8
40
32
30
27
23
20
Percent
19
17
15
17
15
14
13
10
6
2
1 Trip
2 Trips
3-4 Trips
5-6 Trips
2013
2014
7-10 Trips
205
11+ Trips
Year of Most Recent Denver

Overnight Leisure Trip Among Prior
Visitors
50
40
40
30
30
31
27
Percent
20
13
10
8
6
4
1
Prior to '00 `00 to '07
`08
`09
Leisure
8
4
`10
`11
Business
`12
`13
`14
206
The Trip Experience
Top Shopping/Entertainment Areas

Visited in Denver
Base: Non-residents of Colorado State
16th Street Mall

Cherry Creek
"
" Lower Downtown Historic District
Denver Pavilions
Larimer Square
Outlets at Castle Rock
FlatIron Crossing Mall
Belmar
Park Meadows Retail Resort
Shops at Tabor Center
The Shopts at Northfield Stapleton
27
15
15
8
8
7
7
4
4
3
3
10
15
20
25
30
Percent
208
Top Shopping/Entertainment Areas

Visited in Denver
Base: Including residents of Colorado State
16th Street Mall
28
"
15
14
Cherry Creek
Denver Pavilions
Larimer Square
Belmar
The Shops at Northfield Stapleton

0
10
15
20
25
30
Percent
209
Attractions Visited in Denver

Base: Non-residents of Colorado State
Denver Zoo
Denver Art Museum
Coors Brewery
Colorado State Capitol
Denver Botanic Gardens
Red Rocks Park & Amphitheatre
Denver Mus. of Nature & Science/IMAX
Buffalo Bill Museum & Grave
Downtown Aquarium
Colorado Railroad Museum
Colorado Rockies
Elitch Gardens Theme & Water Park
Children's Museum of Denver
Denver Broncos
Butterfly Pavilion
Denver Performing Arts Complex
Paid & Free

13
9
9
8
7
7
6
5
5
4
4
4
4
4
3
3
Paid Admission
Denver Zoo
Denver Art Museum
Denver Museum of Nature & Science/IMAX
Downtown Aquarium
Colorado Rockies
Butterfly Pavilion
8
Percent
10
12
14
210

Base: Including residents of Colorado State
Denver Zoo
Denver Art Museum
Coors Brewery
Denver Mus. of Nature & Science/IMAX
Downtown Aquarium
Colorado Rockies
Butterfly Pavilion
Denver Broncos
Colorado Avalanche
Paid & Free

12
8
8
7
7
7
6
5
4
4
4
4
3
3
3
Paid Admission
Denver Zoo
Denver Art Museum
Denver Museum of Nature & Science/IMAX
Buffalo Bill Museum/Grave
Downtown Aquarium
Colorado Rockies
Butterfly Pavilion
8
Percent
10
12
14
211
Types of Attractions Visited in

Denver
Shopping & Entertainment
62
Local History/Landmarks/ Museums/Exhibits
40
Architecture, Arts & Theater
24
Sports Event
19
Other Events
15
Amusement/Kids
11
10
20
30
40
50
60
70
Percent
212
16th Street Mall
28
"
15
14
Cherry Creek
12
Denver Zoo
11
Colorado Mills
Denver Art Museum
Coors Brewery
Denver Pavilions

0
10
15
Percent
20
25
30
213

(Contd)
Larimer Square
Red Rocks Amphitheatre & Park
A farmers market
Denver Museum of Nature & Science/IMAX Theater
Ethnic/Food Festival
Downtown Aquarium
10
15
Percent
20
25
214

(Contd)
Belmar
Colorado Rockies
Butterfly Pavilion
The Shops at Northfield Stapleton
Denver Broncos
Colorado Avalanche
Other concert/live music event or festival
Children's Museum of Denver
10
15
Percent
20
25
215

(Contd)
U.S. Mint
Denver Nuggets
Denver Performing Arts Complex
Other Sporting Event
Arts district/art gallery neighborhood
Dinosaur Ridge
Museum of Contemporary Art
National Western Stock Show & Rodeo
A New Year's Event (Dec 31/14, e.g. fireworks)
10
15
Percent
20
25
216

(Contd)
Four Mile Historic Park
Writers Square
History Colorado Center
Molly Brown House Museum
Water World
Colorado Rapids
Lakeside Amusement Park
A golf event/tournament
Other theatrical show or festival
Money Museum
10
15
Percent
20
25
217

(Contd)
Black American West Museum
Touring
Byers-Evans House Museum
The Wildlife Experience
Colorado Sports Hall of Fame
Heritage Square
Tiny Town
Museum of Outdoor Art
Kirkland Museum of Fine & Decorative Art
10
15
Percent
20
25
218

(Contd)
Clyfford Still Museum
The CELL
Platte Valley Trolley
The Wild Animal Sanctuary
Museo de las Americas
Colorado Mammoth
Denver Firefighters Museum
Museum of Miniatures, Dolls & Toys
Wings Over The Rockies Air & Space Museum
Denver Outlaws
Denver B-cycle
Bandemere Speedway
Mizel Museum
Forney Museum of Transportation
A marathon race
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
10
15
Percent
20
25
219
Out of Town Attractions Visited
Boulder
15
Colorado Springs
14
Estes Park/Rocky Mountain Nat'l Park
Golden
Central City/Blackhawk
Georgetown
10
20
Percent
220
Sightseeing on Overnight
Leisure Trip
City park/garden
Historic areas
Brewery
Zoo
Museums/science exhibit
Brew pub
Interesting architecture
Landmark/historic site
National/State park
Farmers market n/a
Art gallery
0
8
8
8
12
10
11
11
10
11
10
10
32
16
17
35
11
10
20
30
40
Percent
2014
2013
221
Sightseeing on Overnight
Leisure vs. Business Trip
35
City park/garden
21
Historic areas
11
12
Brewery
Zoo
Museums/science exhibit
Brew pub
11
10
10
Interesting architecture
Landmark/historic site
9
1
Farmers market
10
National/state park
Art gallery
16
8
6
4
2
10
20
30
40
Percent
Leisure
Business
222
Entertainment on Overnight
Leisure Trip
48
48
Shopping
Unique local foods
24
17
18
Elegant restaurants
Local music
12
Bar/disco/nightclub
Sports event
5
5
Fair/exhibition/festival
Amusement/theme park
Rock/pop concert
Theater/dance/symphony/opera
4
4
Rodeo
0
27
14
13
6
8
7
10
20
30
40
50
60
Percent
2014
2013
223
Entertainment on Overnight
Leisure vs. Business Trip
Shopping
Unique local foods
Elegant restaurants
Local music
Bar/disco/nightclub
Sports event
Fair/exhibition/festival
Amusement/theme park
Rock/pop concert
Theater/dance/symphony/opera
Rodeo
0
28
27
5
3
1
1
1
1
15
14
17
48
34
5
4
4
4
10
20
30
40
50
60
Percent
Leisure
Business
224
Sports & Recreation on Overnight

Leisure Trip
11
Hiking/backpacking
Swam in a pool
5
Jogging/running
Used a sauna or hot tub
4
Indoor fitness center
Swam in a lake or river

Fishing
Golf
Visited a spa
Mountain climbing
Biking
-1
12
6
6
6
4
4
4
4
4
4
4
4
5
11
13
15
Percent
2014
2013
225
Sports & Recreation on Overnight

Trip
11
Hiking/backpacking
Swam in a pool
Jogging/running
Used a sauna or hot tub
4
3
Fishing
Biking
-1
3
1
Visited a Spa
3
1
Golf
Mountain climbing
Indoor fitness center

Swam in a lake or river
Percent
Leisure
Business
11
13
15
226
Destination Hot Buttons Whats

Important in Getting on the
Consideration List
Importance
Relative Importance*
228
*A measure of the degree of association between each factor and whether destination is a place I would really enjoy visiting.
Denvers Product
Would Really Enjoy Visiting
Again
Total Visitors
79
Business
79
81
Marketable Leisure
78
Colorado Residents
81
Out- of-State Visitors
79
10
20
30
40
50
60
70
80
90
Percent Who Strongly Agree

229
Denvers Product
Again
2014 Visitors
79
2013 Visitors
73
2012 Visitors
72
2011 Visitors
65
2010 Visitors
67
10
20
30
40
50
60
70
80
90

230

Image Among Visitors
Exciting
66
61
69
Adult Atmosphere
Family Atmosphere
Unique
55
66
66
61
62
59
Sightseeing
67
65
59
Worry Free
60
Popular
64
63
62
57
Luxurious
Sports and Recreation
Affordable
50
59
59
57
58
59
Climate
61
10
20
30
40
50
60
2014
2013
2012
74
67
68
63
Entertainment
70
70
65
66
70
70
66
65
70
231
80
Denvers Top Product Gains vs.

2013
Different cultures/ways of life
Often notice advertising
Good for couples
Warm, friendly people
Interesting local people
Variety of accommodations
10
Difference in Percent who Strongly Agree 2014 vs. 2013 Visitors

232
Denvers Top Product Losses vs.

2013
Good for viewing wildlife/birds

Noted for its history
Great for mountain/off-road bicycling
-5
-5
-5
Affordable accommodations
-5
First-class hotels
-5
-10
-5
Difference in Percent Who Strongly Agree 2014 vs. 2013 Visitors

233

Again 1999 to 2014
Base: Overnight Marketable Trips
100
Percent 80
Who Strongly Agree
72
67
67
75
71
66
66
`99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10
`11
64
60
80
60
63
64
62
65
78
70
40
20
0
`12 `13 `14

234
Appendix A: Trend Data
Overnight Leisure Trips to Denver
Millions of Trips
15.0
10.0
13.0
5.0
6.1
5.7
5.3
5.2
5.9
6.4
7.0
6.4
6.9
8.0
8.1
9.1
7.8
7.9
9.6
9.7
10.1
11.7
10.9 11.0 11.3
7.9
0.0
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
236
Seasonality Leisure Travelers

2010 Total = 10.9 Million
2013 Total = 11.7.Million
Millions of Trips
4.0
3.0
2.0
2.8 2.8 2.9
1.0
0.0
2.2
3.3
2.5
January-March
2010
2.7
2.4
2.8 2.7
April- June
2011
2012
3.4
3.0
3.3
3.7
2.6
July-September
2013
3.5
3.1
3.0
2.9
2.4
October-December
2014
237

January to March
Millions of Trips
4.0
3.0
2.0
2.8
1.0
0.9
0.0
1.1
1.4
1.1
1.4
1.2
1.3
1.5
1.5
1.8
2.0
1.6
1.6
2.3
1.9
2.8
2.2
2.9
2.5
1.5
0.7
0.4
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
238

April to June
Millions of Trips
4.0
3.0
2.0
3.3
1.0
1.9
1.4
0.0
1.6
1.3
1.5
1.6
1.7
1.8
2.0
1.5
2.5
2.3
1.9
2.6
2.4
1.9
2.8
2.7
2.8
2.4
2.7
1.7
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
239

July to September
Millions of Trips
4.0
3.0
2.0
3.4
1.0
0.0
2.4
2.4
2.4
1.8
1.5
1.7
2.0
2.4
2.0
2.7
2.5
2.6
2.5
3.5
3.7
3.4
2.8
2.8
3.0
3.3
3.1
2.1
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
240

October to December
Millions of Trips
4.0
3.0
2.0
3.5
2.7
2.2
1.0
1.8
1.4
0.9
0.0
1.1
1.1
1.3
1.5
1.4
1.7
1.8
1.8
1.6
1.7
1.7
1.8
2.6
3.0
2.9
2.4
2.0
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
241
Seasonality Business Travelers

January to March
Millions of Trips
1
0.5
0.4
0.5
0.7
0.7
0.4
0.4
0.5
0.6
0.3
0.6
0.7
0.7
0.7
0.6
0.8
0.5
0.6
0.8
`96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
242

April to June
Millions of Trips
1
0.5
0.5
0.6
0.7
0.7
0.7
0.8
0.5
0.5
0.5
0.6
0.4
0.6
0.5
0.5
0.2
0.4
0.5
0.7
`96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
243

July to September
Millions of Trips
4.0
3.0
2.0
1.0
0.6
0.0
0.7
0.6
0.7
0.9
0.8
0.5
0.6
0.4
0.5
1.0
1.0
0.6
0.6
0.6
0.6
0.7
0.6
0.6
`96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
244

October to December
Millions of Trips
4.0
3.0
2.0
1.0
0.8
0.4
0.0
0.6
0.7
0.4
0.4
0.3
0.5
0.7
0.4
0.5
0.4
0.6
0.3
0.4
0.5
0.5
0.6
0.3
`96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
245
Denvers Overnight Visitors By

Trip Type
8000
7000
Thousands of
Trips
6000
5000
4000
3000
5080 4860 4910
4760
4720
2000
3880 3980
3140 3090
1000
2400 2640
3180
5820
5520 5640 5620
6500 6490 6320

6160
6980
3990
3310
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
246

Trip Type
1000
900
Thousands of
Trips
800
700
600
500
400
950
760
720
630
300
500
680
680
720
710
710
780
680
640
590
500
660
700
740
720
740
730
630
500
200
100
0
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
247

Trip Type
1600
1400
Thousands of
Trips
1200
1000
800
1370
600
940 980
400
620 640
570
200
430
710
560
640
700 720 730 650 710
1060
1480
1150 1190 1140 1160
800
410
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Special Event
248

Trip Type
1400
1200
Thousands of
Trips
1000
800
600
400
200
1160
1030 1030
930
890
790
420
790
780
760
730
840
860
850
850
800
780
770
760
750
810
900
520
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Touring
249

Trip Type
600
Thousands of
Trips
500
400
300
500
200
400
390
340
280
100
230
280
200
220
330
320
330
320
280
220
180
360
380
370
310
410
300
220
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Ski
250

Trip Type
1400
Thousands of
Trips
1200
1000
800
600
1050
400
690
750
790
790
1160
860
570
200
0
430
290
250
80
240
300
190
240
280
350
450
260
280
290
310
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
City
251

Trip Type
800
Thousands of
Trips
700
600
500
400
710
300
540
450
200
380
100
190
100
160
170
130
130
170
230
160
220
200
220
430
350
390
590
370
250
30
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Outdoors
252

Trip Type
350
Thousands of
Trips
300
250
200
150
280
300
210
100
160
50
50
110
100
60
60
70
40
30
70
120
80
100
100
110
120
100
100
100
40
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Casino
253
State Sources of Overnight

Leisure Visitors
35.0
30.0
25.0
Percent
20.0
15.0
29.2 29.2 29.9

24.0
10.0
14.0
5.0
23.0
18.2
16.4 16.4 16.7 17.4

10.6 11.6
27.2 26.2
11.5
9.8
11.9 12.2 11.6
14.6
12.6 12.4
0.0
`92
`93
`94
`95
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`07
`08
`09
`10
Colorado
254
`11
`12
`13
`14

Leisure Visitors
16
14
12
Percent
10
8
14.2
12.9
6
10.0
11.1
10.8 11.0
12.0
9.9
8.4
11.3
9.6
9.4
10.2
8.7
9.9
11.6 11.3
8.8
7.8
9.6
9.0
6.5
7.3
2
0
`92
`93
`94
`95
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`07
`08
`09
`10
California
255
`11
`12
`13
`14

Leisure Visitors
16
14
12
10
Percent
8
12.3
10.4 10.8
9.9
7.2
6.1
8.2
7.3
8.5
8.1
8.9
7.5
7.7
7.6
7.6
6.2
7.4
6.8
`13
`14
5.4
5.1
2.9
0
`92
`93
`94
`95
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`07
`08
`09
`10
Texas
256
`11
`12

Leisure Visitors
16
14
12
10
Percent
8
6
4
5.7
6.6
5.7
4.0
3.7
4.2
4.1
4.8
4.4
2.3
3.6
3.6
4.6
4.1
4.4
`93
`94
`95
4.1
4.1
`10
`11
`12
5.2
3.4
1.2
0
`92
3.5
2.7
4.7
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`07
`08
`09
Illinois
257
`13
`14

Leisure Visitors
16
14
12
10
Percent
8
6
4
5.6
5.2
4.8
3.4
3.8
4.2
3.9
3.9
3.6
2.6
2.2
2.8
2.6
2.2
`99
`00
`01
`02
`03
1.8
2.2
`05
`06
2.5
2.2
2.3
2.5
`08
`09
`10
`11
3.3
2.8
2.3
`12
`13
`14
0
`92
`93
`94
`95
`96
`97
`98
`04
`07
Kansas
258

Leisure Visitors
16
14
12
10
Percent
8
6
4
2
3.7
3.2
2.6
3.2
`94
`95
3.6
3.6
3.7
3.9
2.5
3.2
3.1
2.1
2.7
`03
`04
2.7
3.2
2.2
1.7
`06
`07
2.9
3.2
1.3
0
`92
`93
`96
`97
`98
`99
`00
`01
`02
`05
`08
`09
`10
Missouri
259
`11
2.1
1.8
1.5
`12
`13
`14

Leisure Visitors
16
14
12
10
Percent
8
6
4
2
3.0
3.9
4.0
2.6
2.7
3.3
3.5
3.9
`96
`97
`98
`99
3.5
4.7
4.1
2.4
2.5
2.7
3.0
`03
`04
`05
4.4
3.2
3.8
`08
`09
4.7
5.3
4.6
2.7
3.6
0
`92
`93
`94
`95
`00
`01
`02
`06
`07
`10
Arizona
260
`11
`12
`13
`14

Leisure Visitors
16
14
12
10
Percent
8
6
4
2
2.6
3.9
5.1
5.1
4.9
3.0
3.2
`97
`98
2.9
2.7
`99
`00
3.8
3.7
4.6
4.4
3.3
4.0
2.8
2.5
`06
`07
2.3
1.7
2.8
3.4
3.1
`13
`14
1.9
0
`92
`93
`94
`95
`96
`01
`02
`03
`04
`05
`08
`09
`10
Nebraska
261
`11
`12

Leisure Visitors
16
14
12
10
Percent
8
6
4
2
2.7
3.3
3.1
2.2
0
`92
`93
`94
`95
2.9
1.4
`96
`97
1.8
1.4
2.0
1.8
2.4
`98
`99
`00
`01
`02
1.4
`03
2.1
2.4
`04
`05
1.6
2.0
2.0
`06
`07
`08
1.3
1.4
2.0
2.4
1.9
`09
`10
`11
`12
`13
New York
262
3.1
`14

Leisure Visitors
16
14
12
10
Percent
8
6
4
2
1.9
3.2
2.2
2.7
`96
`97
3.7
2.8
1.9
3.2
2.3
2.2
1.6
1.7
2.0
2.0
`02
`03
`04
`05
`06
`07
0
`94
`95
`98
`99
`00
`01
1.0
`08
1.8
2.4
`09
`10
New Mexico
263
3.4
2.0
`11
`12
2.9
`13
2.1
`14
Top Urban Sources of Overnight

Leisure Visitors
8
Percent
4
6.3
5.9
5.3
4.5
4.4
5.6
5.6
5.2
4.4
3.0
3.5
3.4
3.3
3.4
3.2
3.3
`07
`08
`09
3.8
6.0
4.8
4.4
0
`95
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`10
`11
`12
Los Angeles
264
`13
`14

Leisure Visitors
10
Percent
6
8.7
9.3
8.5
7.7
6.8
4.6
3.3
4.2
3.8
2.9
3.0
`99
`00
4.6
4.9
3.7
5.8
5.4
4.2
3.4
2.1
0
`96
`97
`98
`01
`02
`03
`04
`05
`06
`07
`08
`09
`10
`11
`12
Colorado SpringsPueblo
265
`13
`14

Leisure Visitors
8
Percent
3.8
3.5
2.9
2.1
2.0
3.4
2.4
2.1
2.6
1.3
1.6
1.6
2.2
1.8
2.5
0
`95
`96
`97
`98
`99
`00
`01
`02
`03
`04
`05
`06
`07
`08
`09
2.6
2.2
0.6
0.7
`10
`11
1.2
`12
San Francisco-Oakland
266
`13
`14

Leisure Visitors
Percent
4.0
2.9
1.0
1.2
`95
`96
3.0
2.8
2.7
1.5
1.7
`99
`00
2.4
2.8
1.7
1.6
1.5
2.5
1.0
1.0
1.0
`05
`06
`07
2.1
1.3
0
`97
`98
`01
`02
`03
`04
`08
`09
`10
`11
Grand Junction-Montrose
267
`12
`13
`14

Leisure Visitors
8
Percent
4.4
3.4
3.4
2.4
2.9
2.3
2.6
1.9
1.5
2.6
2.0
2.1
2.9
2.8
2.4
1.5
1.0
1.5
3.0
2.8
2.0
1.6
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
New York
268

Leisure Visitors
8
Percent
4.0
2.6
2.0
2.1
2.7
2.0
2.6
2.3
2.7
2.5
1.6
3.3
2.5
2.1
2.2
2.8
2.9
3.4
3.9
4.2
2.5
2.7
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Phoenix
269

Leisure Visitors
8
Percent
4.0
3.9
3.1
2.9
1.8
2.6
2.5
3.0
2.2
2.0
2.4
2.9
2.2
1.7
2.1
2.1
2.7
3.3
3.2
2.9
2.0
1.3
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Albuquerque-Santa Fe
270

Leisure Visitors
8
Percent
4.9
4.6
3.2
2.8
1.8
2.4
2.9
3.4
4.7
3.0
3.1
2.8
2.8
2.8
3.7
3.4
2.6
2.1
2.7
2.7
3.3
1.3
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Chicago
271

Leisure Visitors
8
Percent
2
3.1
1.9
2.3
2.8
1.8
2.0
1.3
2.2
2.6
2.1
3.0
2.3
1.3
1.5
1.3
0.7
1.1
1.3
1.5
2.0
`95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Houston
272

Leisure Visitors
8
Percent
2
2.3
1.6
1.3
2.9
1.3
0.8
1.2
1.1
1.4
1.9
1.0
2.3
2.0
1.1
0.9
0.5
`95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10
0.8
0.4
0.3
0.3
`11 `12 `13 `14
St. Louis
273

Leisure Visitors
8
Percent
4.1
3.4
2.3
1.6
2.2
2.1
2.6
3.3
3.2
2.6
1.9
2.1
2.5
2.4
1.5
2.5
1.7
1.5
0.8
0.7
1.8
1.1
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Salt Lake City

274
Planning Cycle
Percent Planning Trip One Month or Less in Advance
70
60
Percent
50
40
30
57
54
48
20
32
33
32
34 33
37
60
62
64
62
55
55 54
48
57
57
45
39
31
10
0
`93`94`95`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10`11`12`13`14`95`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10`11`12`13`14
28
2935293130292936 36 382946
35 453347
435451
Leisure
Business
275
Publications Used for Planning Trip

Leisure
80
70
60
Percent
50
40
74
76
76
68
73
73
67
30
71
69
71
69
65
60
52
20
10
31
26
20
18
20
21
25
20
24
22
20
25
17
19
6
14
11
14
19
13
13
15
12
`01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Colorado State Map
Official Visitors
Guide to Denver
None of These
276
Publications Used for Planning Trip

Business
100
90
80
70
Percent
60
50
87
40
88
91
92
81
87
80
83
86
91
87
82
67
30
73
20
10
0
11
12
13
6
11
4
14
10
13
14
7
`01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Colorado State Map
Official Visitors
Guide to Denver
None of These
277
Booking Cycle Leisure

Percent Booking 2 or More Months in Advance
60
50
Percent
40
30
51
20
45
42
38
41
38
42
42
44
40
41
37
39
38
36
50
47
44
43
42
38
42
38
10
0
`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
278
Stayed in Commercial
Accommodations*
70
60
50
Percent
40
30
60
61
60
59
54
20
62
56
61
60
54
53
46
64
59
54
50
54
65
62
56
55
10
0
`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
279
*Percent who spent at least one night in a Denver hotel, motel, inn, or bed & breakfast
Leisure Trip-Nights Spent in Each

Type of Accommodation
45.0
40.0
35.0
Millions of Nights
30.0
25.0
20.0
35.0
15.0
38.0
41.4 40.4
39.6
40.4
36.8
31.0
10.0
19.1
17.3 18.3
21.4 20.2
17.3
15.8
5.0
18.5
8.8
10.4 10.9 11.7 11.6
14.1 13.9 15.4
2.8
0.0
2.5
3.0
2.8
3.5
3.1
3.0
2.8
`07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14
Total Trip-Nights
Home of
Friend/Relative
Hotel
Motel
280
Business Trip-Nights Spent in Each

Type of Accommodation
12.0
10.0
Millions of
Nights
8.0
6.0
4.0
9.6
7.9
6.8
6.5
6.5
6.5
6.7
7.1
7.6
6.5
5.9
4.7
2.0
4.8
5.4
6.1
3.8
1.6
0.7
0.0
0.7
0.3
1.0
0.9
0.5
0.3
0.4
0.7
0.3
0.9
0.5
0.4
0.4
0.4
`07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14 `07 `08 `09 `10 `11 `12 `13 `14
Total Trip-Nights
Hotel
Motel
Home of
Friend/Relative
281

Leisure
70
60
50
Percent
40
65
30
58
49
53
60 59
54
20
27 25 28
10
0
485245505854525647 56 515165
Spouse/Partner
49 502022
32 30 31
28
34
29 29
262831
Child(ren)
282
31
30 30
25
25 24 24

Leisure
35
30
Percent
25
20
15
10
21
21
17
18
13
5
0
18
20
16 15 15 17 17 15
19
16 16
13
9
14
16 16 15
11 10
`9321
`9429
`9528
`9612
`9718
`9820
`9917
`0019
`01 `0217
`03 `0421
`0515
`0615
`07 `08 `09 `10 `1119
`12 `1323
`1415
`9316
`94 `95 `96 `97 `98 `99 `00 `0117
`0216
`0312
`04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
24
Just Myself
Friend(s)
283
Attractions Visited or Seen
35
30
25
Percent
20
15
31
29
25
22
10
14
15
5
0
27
20
15
16
15
12
17
17
12
17
14
11 11
19
17 16
13
14
`9317
`9416
`9515
`9610
`9712
`9819
`9917
`0013
`01 `0214
`03 `0414
`0519
`0617
`07 `08 `09 `10 `1131
`12 `1328
`1431
`9320
`94 `95 `96 `97 `98 `99 `00 `0114
`0211
`0311
`04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
19
16th Street Mall
Cherry Creek
284
16
14
12
Percent
10
8
6
4
13
12
9
12
10
8
6
14
4 4
7
3
3 3
4
2 2 2
5 5
3 3
6
4
8
5
7
5
8 8
8
6 6
7 7
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Larimer Square
285
20
18
16
14
Percent
12
10
8
16
6
4
11
8
11
12
19
18
17
15
11 11
12
13
16
15
14
12 12
12
10
11
12
14 14
13
11
10 10
10
11 11
10
8
8
5
2
0
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
LoDo Lower Downtown

Historic District

286
18
16
14
Percent
12
10
8
6
4
16
11
11
10
8
6
15
7
5
5
3
6
4
6
4
6
4
8
6
8
6
9
7
0
`93`94`95`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10`11`12`13`14`93`94`95`96`97`98`99`00`01`02`03`04`05`06`07`08`09`10`11`12`13`14
U.S. Mint

287
25
20
Percent
15
22
10
20
12
10
7
5
10
6
3
5
3
6
4
7
5
11
10
4
6
4
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Buffalo Bill Museum

& Grave
Red Rocks Park &

Amphitheatre
288
14
12
10
Percent
8
13
6
4
12
12 12
9
8
7
6
5
4
3
5
4
4
3
3
2
118 4 9 6 5 6 4 6 6 8 912
12
44
442
`93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14
Denver Zoo

289
16
14
12
Percent
10
8
6
4
2
0
11
10
10
10
8
6
`94 `95 `96 710

`97 `98115
`99 `00 6
`01 8
`02 `03 5
`04 `05 7
`06 6
`07 9
`08 `09 `10 `11 `12 6
`13 `1415
`93126
`94 `95 `96 `97 `98 `99 `00 `01 `02 7
`03 6
`04 7
`05 `06 `07 `08 `09 `10 `11 `12 `13 `14
6106
Colorado Rockies Baseball
Coors Brewery
290

73
65
Adult Destination
69
61
69
69
61
59
Exciting
51
60
60
59
57
Family Atmosphere
53
55
61
55
Unique
50
44
50
10
20
30
40
50
60
70
80
Percent who Strongly Agree
2014
2013
2012
2011
2010
291
Denvers Product Delivery (Contd)

66
62
Sightseeing
58
53
61
62
60
Worry Free
57
49
57
66
63
Entertainment
54
47
55
63
59
Climate
56
58
59
10
20
30
40
50
60
70
2014
2013
2012
2011
2010
292
Denvers Product Delivery (Contd)

65
58
56
Popular
48
56
70
65
65
Luxurious
55
63
54
52
53
Sports & Recreation
48
53
58
57
Affordable
50
40
45
10
20
30
40
50
60
70
80
2014
2013
2012
2011
2010
293

Visit Denver Visitation Report by Longwoods International 2014

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Denver

Travel Year 2014

Background & Purpose

VISIT DENVER, The Convention & Visitors Bureau, has commissioned

Background & Purpose (Contd)

The purpose of the research is to track:

size of market, in terms of visitors and expenditures

demographics, geography and lifestyle

Denvers product delivery, i.e., Denvers image among

Denver visitors were identified using Longwoods Travel USA, our

Online self-completion survey

An initial survey gathers data on visitors to all destinations. A detailed

Size & Structure of

Overnight Trips to Denver

Total 2014 Trips = 15.4 Million

Main Purpose of Leisure Trips

Travel Spending in Denver

Total = $5.28 Billion

Overnight Visitors; 87%

Travel Spending by Sector

Travel Spending by Sector

Travel Spending by Sector

Ground Transportation Expenditures

Groceries/Drugs; 31% $180 Million

Travel Spending by Type of

Commercial Lodging; 66%

Business vs. Leisure Spending

Pleasure Trips; 78%

Overnight Leisure Travel Spending

Visits to Friends/Relatives; 51%

Total Overnight Expenditures By

Average Daily Expenditures

Average Daily Expenditures

Average Daily Expenditures Per

Average Daily Expenditures Per

Average Daily Expenditures Per Overnight

Key Travel Trends

Structure of the U.S. Travel Market

2014 Overnight Trips

Marketable Pleasure Trips; 47%

U.S. Market Trends for Overnight

All Overnight Trips

Leisure Trips (VFR + Marketable)

U.S. Overnight Marketable Trip

Percent Change `14 vs. `13

U.S. Marketable Trips

U.S. Marketable Trips

U.S. Marketable Trips

U.S. Business Trips

Total Overnight Trips to Denver

12.2 12.2 12.1

Structure of Denvers Overnight

7.8 7.9 7.9

*Data are rounded

Overnight Leisure Trips to Denver

Denvers Travel Market Share

Top U.S. City Destinations

Top U.S. City Destinations

New York City

New York City

Top U.S. City Destinations

Top U.S. City Destinations

New York City