Domestic overnight visitors to Houston last year spent more on average during their trips than those who came in 2022 and 68% were very satisfied with their trip according to new survey data compiled by research group Longwoods International.
The average overnight U.S. traveler to Houston last year stayed 2.4 nights and spent $218, up from $206 the year prior. As expected, the average business traveler far outspent the average leisure traveler ($427 vs. $192).
Asked about the main reason for their trip, a little more than half of Houston overnight visitors said it was to visit friends and family (52%). Other top reasons for travel include special events such as concerts or sporting events (9%), a city trip (8%) non-conference business trip (5%), business-leisure trip (5%) and conference/convention (3%).
Among origin markets for overnight visitors, about 17% came from elsewhere in the Houston metro region. Visitors from Dallas-Fort Worth came in at 11%, followed by Los Angeles and New York at 5% each, and San Antonio and Austin at 4% each.
Among the major activities overnight travelers said they engaged in while they were in Houston:
- Shopping – 31%
- Sporting activities – 28% (well above the 20% U.S. norm)
- Attending a celebration – 20%
- Sightseeing – 19%
- Bar-nightclub – 18%
- Museum – 14%
- Zoo – 12%
- Business meeting – 11%
- Landmark/historic site – 11%
- Live performance – 10%
While 68% of visitors said they were very satisfied with their overall trip experience, several specific areas also got high marks, including quality of food (62% reported a very positive experience), quality of accommodations (60%), music/entertainment, nightlife (56%), sightseeing/attractions (56%), and the friendliness of the people (55%).
The wide-ranging survey is part of a national study conducted by Longwoods on behalf of U.S. tourism clients.
