AAA Member Demographics Age and Gender 38% 57 62% Median Age 18-34 7.3% 35-54 37.7% 55+ 55.4% 65+ 28.0% Marital Status $445,900 58% Widowed 14% Separated/Divorced 10% Average Value Median Value 82% Rent Own 4 Years+ Some College 54% 83% 30% $109,200 $84,400 Average Income Median Income 18% Bachelor’s Household Income $355,100 Education Married Single (never married) Main Residence Occupation 24% 60% Professional/Manager Graduate 12% Horizons readers are loyal and engaged 33.5% 29.0% 9.9% 9.1% 7.6% 6.4% 3.4% Visited AAA branch Visited magazine/club website (or AAA.com) Planned/modified existing travel plans Called AAA Travel counselor Visited advertiser’s website Called a toll-free number Called advertiser directly (Source: 2013 GfK MRI Subscriber Study) Horizons 2015 Media Kit October 2014 6 AAA Member Travel Habits International Places Visited (last 3 years) Activities: Last 12 months 52% BEACH 44% HISTORIC SITES 29% NATIONAL PARKS 24% 12% THEME PARKS GOLF ART GALLERIES Canadian Provinces Visited (last 3 years) Quick Facts Heartland Provinces 2% 23.1% Took Vacations Atlantic Coast Provinces 8% $2,800 Personal Ontario 14% 85% Took Weekend trips $ trip Quebec 9% 10.5% Business Business/Personal 77% $ Avg amount spent on Pacific Provinces 4% 98.0% 74% 29.4% Canadian Provinces $ SPA 18% $ 16% Traveled by car Foreign Travel: Last three years Travel Comparison US HH Took Trips 50.9% Horizons HH 74.0% 72% Plane Trips 42.2% 62.3% Used Rental Car 9.5% 25.8% Casino Gambling 15.6% 27.8% 74% 12.5 Cruises 8.4% 19.6% Bus Trips 2.1% 11.2% Motor Home 1.7% 3.9% Railroad Trips 1.9% 14.0% Horizons 2015 Media Kit 46% Owns a Took a foreign valid passport trip in last 3 years Stayed at a hotel for Business and/or Vacation Average number of nights per year 60.7% 21.5% Vacation Business 8.0 Average nights per year 16.7 Average nights per year October 2014 7 AAA Regional Travel 74% of Horizons readers took at least one overnight domestic trip in the past year. Source of information when planning a domestic or foreign trip Friends or Relatives 49.0% Top U.S. areas visited in the past year Horizons Magazine 29.4% Other Magazines/Newspapers 24.0% Connecticut Casinos 18.3% Mystic/Eastern CT 16.8% Hartford 10.8% Florida Orlando 8.3% Maine Sea Coast 21.3% Massachusetts Boston 47.2% Cape Cod 43.0% Berkshires 15.5% Martha’s Vineyard/Nantucket 12.1% Connecticut Direct from Travel Provider 22.6% AAA Travel Agency 17.8% AAA Website 17.1% Books 14.5% Television 12.6% 7.8% Pioneer Valley/Springfield 4.8% New England Ski Areas 15.4% New Hampshire White Mountains 18.1% New York New York City 26.2% Pennsylvania Rhode Island Virginia Horizons 2015 Media Kit Plymouth County Long Island 5.7% Finger Lakes Region 4.8% Lake George/Saratoga 4.7% Niagara Falls 3.4% Philadelphia 5.1% Dutch County/Hershey 2.9% Newport 26.3% Providence 23.5% Williamsburg 1.4% October 2014 8 AAA Travel Planning and Booking Readers of Horizons most often look to the magazine for travel-related information. This is evident from the 40% of readers who use magazines when planning a trip. Method readers use to make reservations or buy tickets for trip Direct from Travel Provider 60.8% AAA Travel Agency 18.5% AAA website 6.9% Other Travel Agency 15.5% Method of transportation when taking a trip How long before traveling do you typically book your trip? 75.9% 86% 6 Months or less 50.0% 3-6 Months before traveling 4% 62% 23.6% 14% Less than 3 months more than one week 11% 2.2% One week or less Horizons 2015 Media Kit October 2014 9
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