Northeast Travel Habits Survey
Background/Introduction
In an effort to obtain specific marketing/promotion-related information to be used for the upcoming travel seasons, a short survey was
administered by mail to a sample of people residing in the Northeast who had made inquiries to the New Hampshire Division of
Travel and Tourism Development (DTTD) during the month of May, 2001. The key questions addressed issues such as:
 impact of the events of September 11, 2001 on people’s travel plans
 travel planning cycles
 attitudes toward sharing email addresses with other NH travel-related organizations
 attitudes toward receiving NH travel information mailed to people’s homes
A total of 2,466 surveys were mailed in early January, 2002. As of the cut-off date of February 1, 2002, a total of 610 usable
responses had been received representing a response rate of 24.7%. A copy of the survey instrument is included in the Appendix.
DEMOGRAPHICS OF SURVEY RESPONDENTS
State of Residence
Names were selected only from those residing in states located in the Northeast. The distribution
of respondents is summarized in Table 1 and reflects a consistent response rate (22-25%) among
all states with the exception of Connecticut and Rhode Island where the response rates were
higher (30-31%).
Table 1
State of Residence
(n=607)
New York
Massachusetts
Connecticut
New Jersey
Rhode Island
Maine
Vermont
Total
31.8%
25.9
15.8
13.5
6.6
4.4
2.0
100.0%
Annual Household Income
Table 2 presents the distribution of respondents by ranges of annual household income. It is
noticeable that almost half (45%) are in the upper income categories ($75,000+) which represent
the target market for DTTD.
Table 2
Annual Household Income
(n=531)
Less than $20,000
$20,000-$34,999
$35,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000-$149,999
$150,000-$199,999
$200,000 or more
Total
4.1%
9.6
18.8
22.8
22.2
15.3
3.8
3.4
100.0%
TRAVEL PLANNING/MARKETING ISSUES
Impact of 9/11/01 Events
Respondents were asked how the events of September 11, 2001 may have changed their travel
plans for the Winter of 2001/2002 and whether they may affect plans for the Summer of 2002.
The results are presented in Table 3 which indicate that:
 For the majority of respondents (58% for winter; 67% for summer), these events had
no impact at all on their travel plans.
 While a small percentage (5% for winter; 2% for summer) of respondents reportedly
cancelled all their travel plans, the major impact reported by others involved traveling closer to home or using transportation
other than air.
Table 3
Impact of Events 9/11/01 on Travel Plans
(n=610)
Winter
Summer
2001/2002 2002
No impact at all
Travel closer to home
Travel by car/train/bus not air
Take fewer leisure trips
Cancel all travel plans
Change destinations
Other
58.5%
18.7
14.4
8.5
4.6
3.8
.7
66.6%
16.7
17.7
3.1
1.6
5.1
.7
Note: percentages add to more than 100% due to multiple mentions
Vacation Travel Planning
To obtain a feeling for people’s travel planning cycles, respondents were asked how far in
advance they typically start planning (requesting travel information) for vacation travel to New
Hampshire. Responses are summarized in Table 4 and indicate that:
 Planning cycles are reportedly longer for Summer travel than Winter travel.
 The most frequently reported planning cycle for both seasons was in the 2-6 month
timeframe.
Table 4
Vacation Travel Planning
Less than 2 weeks
2-4 weeks
5-7 weeks
2-3 months
4-6 months
More than 6 months
Total
Winter
(n=398)
18.1%
27.4
15.6
20.9
13.8
4.3
_____
100.0%
Summer
(n=588)
10.4%
16.5
16.7
26.9
20.7
8.8
_____
100.0%
Further analysis by state (Tables 5 & 6) indicate that the planning cycle is generally shorter for
residents of states located close to New Hampshire (MA, ME, VT, RI) and longer for those
residing in states located farther away (NY, NJ, CT).
Table 5
Winter Travel Planning Cycles by State
____
_______________________________________
Total
NY
NJ
ME
MA
CT
VT
RI
(n=398) (n=106)
(n=47)
(n=18)
(n=120)
(n=63)
(n=10)
(n=31)
Planning Cycle
Less than 2 weeks
2-4 weeks
5-7 weeks
2-3 months
4-6 months
More than 6 months
Total
18.1%
27.4
15.6
20.9
13.8
4.3
_____
100.0%
11.3%
14.2
19.8
27.4
24.5
2.8
_____
100.0%
10.6%
21.3
6.4
36.2
19.1
6.4
_____
100.0%
33.3%
38.9
16.7
11.1
_____
100.0%
27.5%
30.8
17.5
11.7
9.2
3.3
_____
100.0%
14.3%
39.7
12.7
17.5
11.1
4.7
_____
100.0%
20.0%
30.0
20.0
10.0
20.0
_____
100.0%
12.9%
35.5
19.4
25.8
3.2
3.2
_____
100.0%
Table 6
Summer Travel Planning Cycles by State
Planning Cycle
Less than 2 weeks
2-4 weeks
5-7 weeks
2-3 months
4-6 months
More than 6 months
Total
Total
(n=588)
NY
(n=186)
NJ
(n=77)
ME
(n=25)
MA
(n=156)
CT
(n=90)
VT
(n=12)
RI
(n=39)
10.4%
16.5
16.7
26.9
20.7
8.8
100.0%
8.1%
12.4
17.2
26.3
28.0
8.0
100.0%
7.8%
9.1
13.0
33.8
26.0
10.3
100.0%
20.0%
32.0
20.0
24.0
4.0
100.0%
13.5%
17.9
19.2
26.9
15.4
7.1
100.0%
5.6%
18.9
15.6
23.3
24.4
12.2
100.0%
25.0%
16.7
8.3
16.7
8.3
25.0
100.0%
15.4%
28.2
12.8
30.8
5.1
7.7
100.0%
Willingness to Share Email Addresses
Since an increasing number of potential visitors make inquiries via DTTD’s website
(www.visitnh.gov), email addresses are increasingly used for marketing/promotional purposes.
Respondents were asked about their willingness to have DTTD share their email address with
other vacation-related organizations in New Hampshire. As indicated in Table 7, the vast
majority (70%) are reportedly at least open to considering such activity. Of these, most are
willing to share email addresses without qualifications, while the balance indicated they would
need to be asked on a case-by-case basis.
Table 7
Willingness to Share E-Mail Addresses
(n=552)
Not under any circumstances
With other vacation-related organizations in NH
Need to be asked on case-by-case basis
Total
29.5%
42.2
28.3
100.0%
Receptivity to Direct Mail
Since DTTD is considering implementing a direct mail campaign, respondents were asked if they
would like to receive NH travel-related information mailed directly to their home. As indicated
in Table 8, the vast majority (87%) indicated “Yes”.
Table 8
Like to Receive NH Travel-Related Information Mailed to Home?
(n=605)
Yes
No
It depends
Total
87.1%
7.6
5.3
100.0%
Other Issues Affecting Travel Plans
As a final question, respondents were asked, “Are there any other issues that might affect your
travel plans for the Summer of 2002?” As indicated in Table 9, the major issue of concern
relates to people’s financial situation and the economy.
Table 9
Other Issues That May Affect Travel Plans for Summer 2002
(n=223)
Finances/money/cost
Economy/job situation
Illness/health
Family issues/schedules/vacation time
Accommodations desired
Gasoline prices/shortage
Weather
More disasters/future attacks
Other
Total
26.4%
13.0
10.8
6.7
4.5
4.0
3.1
3.1
28.4
100.0%