ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Texas March...

ACE Marketing Research

AAA Member Poll

2011 Spring BreakTravel and Entertainment

AAA Texas

March 2011

AAA Member Poll – Spring Break 2011 -

Methodology

• An online survey was sent to AAA Texas members who participate in our online research panel “AAA Insiders”

• The survey was conducted from February 14-22, 2011

• 275 AAA Texas 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


72%

52%

42%

27%

25%

17%

74%

42%

21%

20%

16%

38% B

22%

20%

5%

32% A

56%

30%

30%

Dining out and nightlife

Movie theaters

Live shows (examples: performing arts, comedyshows, concerts)

Personal hobbies or sports (examples: golf, tennis,skiing, hiking)

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 AAA TX members n=275

2010 AAA TX members n=374

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 Texas members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies and live shows

• Types of entertainment in 2011 will be very similar to 2010, but with more members pursuing hobbies or sports and slightly fewer in museums

Uppercase letters indicate statistically significant difference from other lettered category

* Not asked in 2010


24%

22%

21%

19%

15%

10%

25%

37% B

20%

13%

5%

33% A

38% A

25% A

36% A

37% A

I’ll choose less expensive entertainment options

I’ll spend more time with family and friends

I’ll stay closer to home

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?”

Base: 2011 AAA TX members n=275

2010 AAA TX members n=374

Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed.

• Members don’t plan to change their entertainment activities to be more frugal this year

• Significantly fewer are taking any steps to spend less and 13% state they plan to spend more this year


* Not asked in 2010


Gas Prices Affect Budgets of Half of AAA Texas Members

Base: AAA TX members n=275

Not asked in 2010

49%51%

YesNo

AAA Texas

“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?”

5%

22%

25%24%

3%

7%

1% 1%

11%

2%

$2.50 $3.00 $3.50 $4.00 $4.50 $5.00 $6.00 $10.00 Don'tKnow

None ofthese

• Most members feel they’ll start changing their gas use patterns when the price reaches $3-$4 per gallon

= 71%


“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 of members affected by the higher gas prices will cut back on unnecessary driving

• Almost half will cut back on dining at restaurants

4%

5%

20%

29%

30%

33%

36%

40%

46%

81%

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 won’t take a leisure trip this spring(March/April).

I use a member discount program.

I will spend less money on my spring trip(s).

I ’m putting less money into savings.

I ’m spending less money on entertainment.

I ’ll search for discounts and specials forentertainment and travel.

I ’m spending less money on eating out atrestaurants.

I ’m cutting back on unnecessary driving.

Base: AAA TX members who said high gas prices have affected their budget n=143


27%

11%

62%

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.”

201065%

201014%

201021%


• The number of AAA Texas members planning to take at least one leisure trip this spring (62%) is virtually unchanged from the number who planned a spring trip last year (65%)


“How many leisure trips are you likely to take in March and April?”

Base: AAA TX who are planning to travel during spring season 2011 n=169

Not asked in 2010

Q: “How many leisure trips are you likely to take in March and April?”

53%

39%

6%

2%0%

One Two Three Four Five or more

• A little more than half (53%) of the members traveling will take just one trip this spring, but a substantial number (39%) plan to take two


“About how much do you expect to spend on all your leisure travel during the 2011 spring season?”

Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169

2010 AAA TX members who plan to take a leisure trip during spring season n=247

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?”

29%30%

13%

8%

6%5%

3% 3%2%

0%

27%

17%

9%

11%

7%

3%2%

1% 1%

22%

$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

201011%

59%

201049%

201018%

• More AAA Texas members plan to spend in the $500-$1,000 range for this year’s spring travel compared to 2010

▼ indicates significant difference from previous year


50%

45%

34%

32%

25%

19%

14%

13%

7%

14%

53%

39%

30%

33%

19%

12%

18%

12%

9%

35% A

Sightseeing

Visit family

Visit friends

Visit an attraction (e.g., theme park, zoo,aquarium)

Shop

Pursue a hobby or sport (art, cooking, golf, skiing)

Maintain a family tradition of traveling during thespring season

Spa or just relaxation

Go to a gambling destination (e.g., Las Vegas,Atlantic City)

Other

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.




• The only significant change from last year’s spring season activities is that fewer AAA Texas members will be shopping while they travel this year


59%

47%

12%

5%

2%

1%

1%

1%

1%

8%

58%

48%

Traveling to another state in the U.S.

Traveling in state

Caribbean Islands

Europe

England, I reland, Scotland, or Wales

Australia or New Zealand

Canada

South America

Asia

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.



• As in 2010, about 6 in 10 AAA Texas members are traveling to another state for the spring break

• About 5 in 10 will travel in Texas

Note: Specific destinations outside the U.S. were not included in the 2010 poll

12% planned “international” travel in 2010


14%

1%

15%

14%

21%

26%

23%

24%

18%

21%

30%

25%

28%

31%

32%

40%

12%

3%

8%

15%

17%

18%

19%

20%

22%

25%

26%

28%

28%

31%

33%

35%

None of the above

Take a bus or train

Fly coach rather than business or first class

Share costs with other family/friends

Reduce your budget for entertainment (e.g., movies, concert,theater)

Reduce your budget for meals/snacks

Redeem loyalty program points/miles for free or discounted hotelstay

Travel within the U.S. rather than internationally

Redeem loyalty program points/miles for a free or discounted planeticket

Take a trip to a destination that is closer to home

Reduce your budget for shopping and souvenirs

Stay with friends or family rather than stay at a hotel

Take a trip that is shorter in duration (e.g. fewer days)

Stay at a less expensive hotel

Take a road trip instead of a trip requiring an airline flight

Use an affinity discount program such as AAA to get cheaper hotelrates

2011

2010

“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.



• AAA Texas members confirm this year their number one way to save money while traveling is using an affinity discount program such as AAA membership


“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?”

46%

32%

22%

About the same

Fewer

More

October 2010 Holiday Poll

61%

19%

20%

• More AAA Texas members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010



“What will your primary form of transportation be to your destination?”


Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?”

50%

36%

6%

5%

2%

1%

0%

Your own vehicle

Airplane

Rental vehicle

Cruise ship

Recreational vehicle (RV)

Train

Bus



58%

34%

3%

2%

2%

0%

0%


“What type of ground transportation are you likely to use to or from the airport?”

Base: AAA TX members who are traveling by plane during spring season n=58


Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed.

34%

29%

23%

12%

11%

9%

2%

Rental car

Drop off or pick up byfriend or family

Shuttle van orlimousine

Hotel-airport shuttle

Drive my car and park

Taxi

Other


26%

27%

15%

16%

18%

11%

3%


“How many days will your trip last?”


Q: “How many days will your [longest] trip last?”

28%

52%

16%

4%

3 days or less 4-7 days 8-14 days More than 14 days



3 days or less 21%

4-7 days 54%

8-14 days 17%

More than 14 days 7%


“What will your primary accommodations be while on this trip?”


Q: “What will be your primary accommodations while on this [longest] trip?”

50%

19%

7%

7%

6%

5%

1%

6%

Hotel or motel

Family member's home

Rented condo or house

Cruise ship

Friend's home

Campground

Bed & Breakfast

Other



45%

35%

4%

3%

5%

3%

0%

6%


“How many people will be traveling with you?”

Q: “How many people will be traveling with you?”

14%

51%

9% 9%

17%

None - I'm travelingsolo

One Two Three Four or more


None 18%

One 52%

Two 14%

Three 8%

Four or more 8%



“With whom will you be traveling?”

Q: “With whom will you be traveling?” Multiple responses allowed.

78%

21%

16%

16%

9%

5%

5%

2%

1%

78%

22%

23%

18%

11%

7%

6%

0%

Your spouse orpartner

Your minor child(ren)(under 18 years old)

Friend(s)

Your adult child(ren)(18 years or older)

Other family members

Parent(s)

Pet(s)*

Grandchild(ren)

Grandparent(s)

2011

2010

Base: 2011 AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n=145

2010 AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n=225


“How long ago did you plan this trip?”


Q: “How long ago did you plan this [longest] trip?”

35%

24%

18%

9%

13%

I haven't planned it yet

Less than a month ago

1-2 months ago

3-6 months ago

More than 6 monthsago



40%

18%

13%

13%

16%


Demographics

AAA Texas

Base 275

Gender

Male 57%

Female 43%

Age

18-35 10%

36-49 24%

50-64 38%

65+ 28%

Income

<$50,000 17%

$50,000-$74,999 18%

$75,000-$99,999 16%

$100,000-$149,999 14%

$150,000 or more 8%

Prefer not to answer 28%

ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Texas March...

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