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

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Presentation on theme: "ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Texas March 2011."— Presentation transcript:

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

2 AAA Member Poll – Spring Break Page 2 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, 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

3 AAA Member Poll – Spring Break Page 3 In which entertainment categories do you plan to spend money during the 2011 spring season? Base: 2011 AAA TX members n= 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

4 AAA Member Poll – Spring Break Page 4 How are you planning to change your entertainment activities during the 2011 spring season compared to last year? Base: 2011 AAA TX members n= 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 dont 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 Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010

5 AAA Member Poll – Spring Break Page 5 Gas Prices Affect Budgets of Half of AAA Texas Members Base: AAA TX members n=275 Not asked in 2010 Yes No 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? Most members feel theyll start changing their gas use patterns when the price reaches $3-$4 per gallon = 71%

6 AAA Member Poll – Spring Break Page 6 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 Base: AAA TX members who said high gas prices have affected their budget n=143

7 AAA Member Poll – Spring Break Page 7 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 % % % Base: AAA TX members n=275 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%)

8 AAA Member Poll – Spring Break Page 8 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? 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

9 AAA Member Poll – Spring Break Page 9 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= 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? 11% 59% % % More AAA Texas members plan to spend in the $500-$1,000 range for this years spring travel compared to 2010 indicates significant difference from previous year

10 AAA Member Poll – Spring Break Page 10 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. Uppercase letters indicate statistically significant difference from other lettered category Base: 2011 AAA TX members who plan to take a leisure trip during spring season n= AAA TX members who plan to take a leisure trip during spring season n=247 The only significant change from last years spring season activities is that fewer AAA Texas members will be shopping while they travel this year

11 AAA Member Poll – Spring Break Page 11 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. Base: 2011 AAA TX members who plan to take a leisure trip during spring season n= AAA TX members who plan to take a leisure trip during spring season n=247 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

12 AAA Member Poll – Spring Break Page 12 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. Base: 2011 AAA TX members who plan to take a leisure trip during spring season n= AAA TX members who plan to take a leisure trip during spring season n=247 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

13 AAA Member Poll – Spring Break Page 13 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? October 2010 Holiday Poll 61% 19% 20% More AAA Texas members now think theyll take fewer trips in 2011, compared to how they responded to the same question in October of 2010 Base: AAA TX members n=275

14 AAA Member Poll – Spring Break Page 14 What will your primary form of transportation be to your destination? Not asked in 2010 Spring Break Poll Q: For [your longest trip], what will be the primary type of transportation to reach your destination? Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169 October 2010 Holiday Poll 58% 34% 3% 2% 0%

15 AAA Member Poll – Spring Break Page 15 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 Not asked in 2010 Spring Break Poll Q: What type of ground transportation are you likely to use to or from the airport? Multiple responses allowed. October 2010 Holiday Poll 26% 27% 15% 16% 18% 11% 3%

16 AAA Member Poll – Spring Break Page 16 How many days will your trip last? Not asked in 2010 Spring Break Poll Q: How many days will your [longest] trip last? Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169 October 2010 Holiday Poll 3 days or less21% 4-7 days54% 8-14 days17% More than 14 days 7%

17 AAA Member Poll – Spring Break Page 17 What will your primary accommodations be while on this trip? Not asked in 2010 Spring Break Poll Q: What will be your primary accommodations while on this [longest] trip? Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169 October 2010 Holiday Poll 45% 35% 4% 3% 5% 3% 0% 6%

18 AAA Member Poll – Spring Break Page 18 How many people will be traveling with you? Q: How many people will be traveling with you? October 2010 Holiday Poll None18% One52% Two14% Three 8% Four or more 8% Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169

19 AAA Member Poll – Spring Break Page 19 With whom will you be traveling? Q: With whom will you be traveling? Multiple responses allowed. Base: 2011 AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n= AAA TX members who plan to take a leisure trip during the spring season and are traveling with someone n=225

20 AAA Member Poll – Spring Break Page 20 How long ago did you plan this trip? Not asked in 2010 Spring Break Poll Q: How long ago did you plan this [longest] trip? Base: 2011 AAA TX members who plan to take a leisure trip during spring season n=169 October 2010 Holiday Poll 40% 18% 13% 16%

21 AAA Member Poll – Spring Break Page 21 Demographics AAA Texas Base275 Gender Male57% Female43% Age % % % 65+28% Income <$50,00017% $50,000-$74,99918% $75,000-$99,99916% $100,000-$149,99914% $150,000 or more8% Prefer not to answer28%


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