Florida is one of the country's most popular vacation states. Everyone from the college student seeking fun and sun over spring break to older adults who want a warmer respite during the winter months migrate to this southern climate.


Attracting these and all types of people to Florida is serious business for the state and market research plays a big role in doing this. Studies of all kinds, from vacationing to business studies, are commissioned about six times a year through outside vendors, says Barry Pitegoff, administrator of the office of marketing research of the Florida Division of Tourism. Many of these studies involve telephone interviews, some of which use focus groups first in order to obtain the appropriate questions.

Unlike other studies before it, a telephone study completed in November, 1985, investigated the travel habits of Florida residents that would assist the Florida Department of Tourism in marketing in-state travel.

"What made this study interesting was that we normally conduct research on people who travel to our state. Instead, we wanted to find out where our residents travel," says Pitegoff.

Study objectives

To achieve the overall goal, the research investigated specific types of travel:

  • Overnight pleasure trips of one week or longer. ("Pleasure trip" is defined in this survey as trips taken for vacation or pleasure purposes. Respondents were asked not to count any trips where they only visited friends or relatives and didn't do any sightseeing. "Trips" are defined as trips taken for pleasure or vacation purposes other than those taken only to visit friends or relatives).

  • Overnight pleasure trips of less than one week.
  • Day trips.
  • Visits to national and state parks.
  • Visits to historical sites.
  • Visits to public attractions.
  • Out-of-state travel.

For each type of vacation travel, the extent of travel, places visited, repeat visits, travel companions, accommodations, date of travel, method of travel and information sources were examined.

The research data were intended to help define market segments and suggest appropriate marketing strategies.

Research design

A computerized random-digit sample was used to reach telephone households in North, Central and South Florida. The sample was stratified by these three regions. During analysis, weights were applied to restore residents to their actual regional proportions.

Screening

Households were screened to locate family members who met four requirements:

  • Twenty-five years of age or older.
  • Live in Florida at least seven months of the year.
  • Have lived in Florida for at least two years.
  • Have a Florida driver's license.

To obtain a sample that is representative of qualified individuals, a random within-household respondent selection method was used to select a respondent for interviews. Specifically, after all household members meeting the above requirements were listed, the person with the next birthday was selected; repeated callbacks were made to reach that person.

Interviewing

Interviewing was conducted by telephone by an independent telephone research supplier that specializes in telephone interviewing. Each interview averaged 20 minutes.

In all, 868 interviews were completed in two waves. In Wave I, June 24-July 31, 1985, 493 interviews were conducted; in Wave II, Sept. 10-24, 1985, 375 interviews were conducted. No differences were found when analyzing the data by waves.

Study findings

The travel behavior of residents reveal: Almost six in 10 (56%) Florida residents have taken an overnight pleasure trip within the state in the last two years.

Overnight pleasure travel is related to income and age:

  • Seventy-four percent of residents with income of $45,000 or more take overnight trips, compared to 31% of those earning less than $15,000 in household income.
  • Approximately six in 10 of those under age 55 take overnight trips versus 45% of those 55 or older.
  • Almost nine in 10 residents (88%) who took instate trips traveled for less than a week and 28% traveled for a week or more.

  • Residents who take the most day trips also tend to take longer overnight pleasure trips.
  • About the same proportion of residents who traveled in-state (56%) traveled out-of-state (52%) in the last two years.
  • This travel is related to life cycle (families with young children are less likely to take out-of-state pleasure trips than are residents who have no children).
  • Out-of-state travel is more characteristic of the semi-retired than of the fully employed.

One week trips

Four in 10 of those who vacationed in-state for a week or longer took three or more overnight pleasure trips in the last two years, almost three in 10 (27%) took two trips and a similar proportion (28%) took one trip.

The Florida Keys and Orlando are the most popular destinations for overnight pleasure trips of a week or longer.

At least half of those who visit Orlando visit Disney World.

On overnight pleasure trips of one week or longer, Florida residents most enjoy the beach and water activities (46%) and sightseeing (33%).

Vacationers return to places they enjoy; seven in 10 (71%) of those who took trips of a week or longer had been there before.

Overnight pleasure trips of one week or longer are most often planned for the spring and summer sessions (April through September, 72%).

Half of vacationers taking longer trips stay in a hotel or motel, while others stay in rented houses/condos/time-shares (12%), at campgrounds or recreational vehicle parks (12%), with friends or relatives (11%), or in some type of second residence (10%).

Most residents who take overnight pleasure trips of a week or longer have reservations (75% of those who stayed in hotels/motels, 100% of those who rented or time-shared, 45% of those at campgrounds). Of travelers with reservations, most make them themselves (84%, 70%, 100%, respectively).

The automobile is the favored means of transportation for Florida travel; 78% of travelers used their own car on their last trip of a week or more.

More than eight in 10 travel with someone else half with a spouse and one?fifth with children. Three-fourths of those who travel with children travel with children under 13 years of age.

Out-of-state guests do not select the destinations of Florida trips of a week or longer.

Friends/relatives (32%) and personal experience (30%) are the main sources of information about destinations; 17% say "word-of-mouth."

Almost nine in 10 in-state travelers are satisfied with their longer trips.

About half of Florida residents who took in-state pleasure trips of less than a week took three or more such trips in the last two years.

The most popular destinations for pleasure trips of less than a week are Orlando (21%), the Keys (13%) and Disney World (10%).

Residents taking pleasure trips of one week or less most enjoy the beach and water activities (36%) and sightseeing (36%).

More than three-fourths (77%) returned to places they had visited before.

Almost three-fourths of those who took trips of less than a week in the past two years report trips of two or three nights away.

Seven in 10 favor vacation over long weekends.

Spring and summer are favored seasons for shorter overnight trips as well as longer; 70% took their last shorter overnight trip in these quarters.

Three-fourths of residents who take shorter overnight pleasure trips stay at a hotel/motel.

Of these, about six in 10 have reservations, most made by themselves.

Of residents staying at rented facilities, six in 10 have reservations, mostly self-arranged.

Almost half of those staying at campgrounds or in recreational vehicles have reservations that were also most often made by travelers.

For shorter overnight trips as for longer, the automobile is favored. Almost nine in 10 used their own cars.

Only 5% of those taking short, overnight vacations travel alone.

More than half travel with a spouse, a fourth with children (usually under age 13) and a third with friends.

Out of state guests exert more influence on the choice of destination for shorter trips than for longer trips; on short overnight trips half suggested the travel destination.

Personal experience (36%), friends/relatives (31%) and word-of-mouth (20%) are the main sources of information for short trip destinations (as well as longer trips).

Nine in 10 report satisfaction with their last trip of less than a week.

Day trips

Four in ten (44%) residents have taken a day trip in the last six months; nearly two-thirds of these day-trippers took three or more such outings in the last six months.

Older residents with no children at home are least likely to take day trips.

Day trips are more frequently taken by residents who also take overnight pleasure trips.

Residents who take overnight pleasure trips of one week or longer (60%) are more likely to take day trips than are residents who take shorter vacations (48%).

Age affects the mobility of taking day trips; the older the resident, the less frequency of day excursions.

Disney World is the single most popular day trip destination.

Sightseeing (40%) and water and beach activities (19%) are the most popular day trip activities.

Day-trippers return to favored destinations (as do those taking longer trips).

More than half (53%) of residents who take day trips take them in the spring; most travel in their own cars (92%).

Nine-tenths of day-trippers travel with someone else; half with a spouse, more than a third with friends, almost a third with children (under 13, in most cases).

A third of the out-of-town guests who accompanied residents on day trips suggested the travel destination.

Almost half of day-trippers cite personal experience as their source of information for the trips.

Word-of-mouth (26%) and friends/relatives are also mentioned frequently.

Data suggest that retired residents (17%) use periodicals more frequently than do fully employed residents (5%).

Day-trippers with no young children at home are more likely than those with young children to rely on word-of-mouth (32% vs. 16%).

Florida attractions

Almost half of Florida residents visited Disney World in the last two years.

Residents with children under age 13 are more likely to visit Disney World and Sea World than are other residents.

Attractions that charge admission are less frequently visited by older residents with no children.

As income increases, the tendency to visit Disney World, Sea World and Busch Gardens increases.

As age increases, the tendency to visit attractions in Florida decreases.

In the last two years, a third of Florida residents visited a state or national park in the state.

The Everglades and Ocala National Forest are the most popular parks.

Older residents, lower-income residents and retired residents are least likely to use Florida's parks.

Marketing objectives

The Florida Division of Tourism uses the research results to consider some of the possibilities for achieving short- and long-term marketing objectives in promoting in-state travel.

Target segments and poor prospects:

  • The overlapping market segments that Florida can particularly address are: Residents under age 45; families with children under age 13; and middle-to-upper income households. These segments are Florida's in-state travelers and will be most receptive to information about Florida destinations.
  • Out-of-state vacationers have specific needs: Diversity of destinations and friends and relatives. The state should accept their reasons for leaving the state; they are not likely to be persuaded to substitute instate for out-of-state travel and they may be persuaded to add in-state travel to yearly vacation plans.
  • The senior market (age 65 and over) is a poor prospect for in-state travel because: Some have arrived where they want to be and have no interest in travel; some are too infirm; some don't have enough money.

Destinations:

Central Florida is a popular destination. So are Orlando, Daytona, St. Augustine and The Keys. Parks and historic sites are appealing to middle-to-upper income vacationers, an important segment.

Traveler needs:

Families with young children have special needs which must be taken into consideration: Low-cost activities; recreational facilities; family travel packages; baby-sitting services; restaurant services; paid attractions; days that include both active and relaxing activities.

Many Floridians use hotels and motels for vacation travel but very few use travel agents. A directory of hotels and motels and a listing of "800" reservation numbers should help travelers with their vacation planning.

Advertising communications

The results of the study are helping stimulate different ways Florida can effectively advertise to residents.

The research revealed that Floridians like to travel during April-September. Taken that, advertising themes which communicate the following messages may encourage more travel: Short lines at attractions; facilities available; less traffic; reduced rates; and, perfect time for family vacations.

Floridians also take many short trips, thus advertising themes that emphasize getaway weekends and ideal destinations for long weekend trips would be effective.

Floridians love the beach and water. Advertising themes may stress the proximity of beaches and water, regardless of other benefits/pleasures offered by destinations.

Historic sites and parks appeal to middle- and upper- income travelers. Advertising may stress the variety of destinations available; appeal to a sense of adventure by stressing the destinations residents do not know about; for security seekers, reminding them of the fun they had the last time they visited.

Lastly, Floridians like to pack up the family car and take off. An advertising theme could stress the ease of overnight reservations at hotels and motels.

Pitegoff says newspaper ads with the theme of "playing in your own background" have been developed. Additionally, the Florida Department of Tourism is working in cooperation with automobile clubs to distribute this information.

Telephone advantages

The advantages of using the telephone in doing this type of study is that it's cost-efficient and an easy way to reach people, says Pitegoff. It also allows them to get a "nice cross-section of people in the state."

"Besides," adds Pitegoff, "people like to talk about their vacations and what they did."