My take on the “Leisure Traveler Snapshot” webinar presented by the South Dakota Travel and MMGY Travel and Tourism Marketing, Company on Wednesday, November 20th.

• The average age of the traveler visiting South Dakota is 53 years old. 

• The average annual income is $80,000 

• 34 % have children 

• 44 % are boomers

• 25% Gen X

• 19% are Gen Z

• 41% are from South Dakota and it is interesting to note that 35 % of the 41% are from the Sioux Falls area

• 12% from Minnesota

• 8% Iowa

• 6% Nebraska

• 4% Colorado 

• The remaining numbers coming in from South Dakota’s surrounding states  

• 96% travel by auto to South Dakota and of those 80 % own their transportation ….. Hint…Hint…that means that they are mobile

• 16% make plans on the same day

• 29% make plans one week in advance. Bottom line ... 35% make plans one week or less, which means they are already traveling & searching on a smart phone  

• 44 % make plans from 2 to 3 months out and personally, with over 35 years of on-line, digital experience, they would be searching on a PC/Mac

• The remaining get their information from printed materials

• Over 40% are here because of a past experience (a national high). After all, we are friendly bunch, we are great hosts and we should take great pride in that.  

• 22% are here because of friends and some credit should to be given to the riders of Black Hills Ridz considering the fact that Needles Hwy and the Wildlife Loop, are some of the best rated places to ride in the USA. 

• Next are online travel searches which account for 35% of the folks coming to South Dakota, with printed information falling last on the list.    

• 45% In the Summer 

• 21% in Spring

• 19% in the Fall

• 15% in Winter 

• Average length of stay is 2.03 days

• 28% is leisure, attractions and things to do

• 22% spend time with friends

• 17% general vacation

• 9% because of a special event

• 10% because of business

• To see Wildlife

• Visit a Park

• Hiking

• Medical Health

• Historic Site

• Sightseeing

• Camping

• Visiting a museum 

• 8.46% of all travelers are satisfied 

• 68 percent say that they would like to come back in the next 2 to 3 years

45 % of all travelers plan from 1 day to 1 week out….That tells me they are now mobile and checking reviews on places to stay, eat and things to do.

Out of the 41% of the vacationers from within South Dakota, 35% of them are from the Sioux Falls area. This tells me our marketing strategy should include GEO Fencing Sioux Falls, Brookings & Mitchell. 

96 % arrive by personal transportation. The tourist community of Solvang, California would love your numbers! Most of their travelers fly in to San Francisco or Los Angeles and then travel by bus or rental car and cannot purchase many items that cannot fit in a suitcase. Since the majority of our visitors arrive here by auto, truck and RV (the only thing we need to do is provide easy access to parking and RV parking), they can leave here packed up with art, chocolates, South Dakota beverages and antiques.