Travel and recreation outlook 2010: conscious consumption.

• Author: Nickerson, Norma P.

By all accounts, travel and recreation around Montana and the nation took a few hits in 2009 due to the economic situation around the world. Most businesses and land managers said it wasn't as bad a year as they thought it would be, which is, of course, good news. However, 2009 will end as a year in which some areas did well while others struggled. This somewhat mixed assessment of the travel and recreation industry's performance in 2009 seems to be the result of changes in the way consumers are traveling and spending. This article illustrates some of these changes by looking at the trends, both increases and decreases, seen in 2009 in various segments of the industry. Perhaps the best way to sure nonresident travel to Montana in 2009 is expressed by tourism business owners around the state: "They (visitors) seem to be looking for less expensive ways to enjoy themselves." "They shop around more. Don't plan as far ahead for a vacation. Many last minute bookings." "Retail store sales are down and people didn't sign up for as many activities." And, "More camping, visiting national parks, shorter stays."

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U.S. Travel: Looking Back

In 2008, the cost to fill up a gas tank was blamed for changes in travel and recreational behavior. In 2009, gasoline prices were no longer the issue, but the instability of the economy had many people guessing and hedging. According to the U.S. Travel Association, total U.S. domestic travel was down 3.8 percent in 2009 (Table 1). Domestic leisure travel volume declined 2.7 percent, but spending declined 10.3 percent through the third quarter of 2009. Business travel volume was down 7.5 percent with business spending down 13.6 percent (Cook, 2009).

Many travel segments throughout the United States experienced declines in 2009. U.S. lodging performance was down 8 percent compared to 2008. Likewise, domestic passenger air travel was down 12 percent through September YTD (ATA 2009) The number of recreational vehicles sold in 2009 was down 54 percent compared to 2008. The attraction industry is also expecting 2009 overall attendance to be down 4 to 6 percent compared to 2008. New boat sales are projected to be down in 2009 between 30 and 35 percent. The majority of outfitters and guides around the country also experienced a decrease in revenues in 2009, and the alpine ski industry was down in the 2008-2009 season by 5 percent from the previous year.

Some travel segments did experience increases in 2009. For instance...