RESULTS OF NEW CALIFORNIA WINE TOURISM SURVEY RELEASED
Results of a new online survey of more than 2,000 U.S. adults who recently visited California wine country were recently this week, offering key insights in understanding and enhancing the experience of visitors to wineries and regions. Some key findings from the survey include:
- Visitor Profile: The profile of the California wine country visitor is consistent with wine drinker demographics. The average age of visitors to California wine country is 43.9 years old, with Baby Boomers accounting for 39.5%, Generation-X’s 21.9% and Millennials 36.1%
- Over 70% of California wine country visitors surveyed drink wine at least once a week with 36% drinking wine several times a week. Nearly 60% consider wine “important” or “very important” to their lifestyles and see themselves as “very knowledgeable” about the beverage
- Nearly 50% of California wine visitors stayed in luxury hotels (48.3% four-star, 25.6% five-star) versus a U.S. norm of about 15% staying in the equivalent of five-star properties. Visitors use a variety of resources in deciding which regions and wineries to visit and most often rely on word-of-mouth recommendations (62.3%) and general internet searches (43.9%).
Click here to view more findings from the survey