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AL. Market Potential: Travel UNIVERSITY OF MINNESOTA EXTENSION Brainerd Lakes Total 2007 Households: 58,342 Expected Expected Number of Percent of Product/Consumer Behavior Households Households MPI Member of 1 frequent flyer program 7035 12% 134 Member of 2 frequent flyer programs 3968 7% 136 Member of 3+frequent flyer programs 2987 5% 145 Stayed 1+nights at hotel/motel in last 12 months 30371 52% 119 Hotel/motel stayed in/12 mo: Best Western 5102 9% 115 Hotel/motel stayed in/12 mo: Comfort Inn 3916 7% 117 Hotel/motel stayed in/12 mo: Courtyard 2106 4% 144 Hotel/motel stayed in/12 mo: Days Inn 3172 5% 107 Hotel/motel stayed in/12 mo: Econo Lodge 1145 2% 93 Hotel/motel stayed in/12 mo: Embassy Suites 1915 3% 129 Hotel/motel stayed in/12 mo: Fairfield Inn 1708 3% 127 Hotel/motel stayed in/12 mo: Hampton Inn 3065 5% 131 Hotel/motel stayed in/12 mo: Hilton 2716 5% 131 Hotel/motel stayed in/12 mo: Holiday Inn 4464 8% 120 Hotel/motel stayed in/12 mo: Holiday Inn Express 2567 4% 126 Hotel/motel stayed in/12 mo: Marriott 3973 7% 137 Hotel/motel stayed in/12 mo: Motel 6 1332 2% 90 Hotel/motel stayed in/12 mo: Ramada Inn 1724 3% 105 Hotel/motel stayed in/12 mo: Super 8 2046 4% 108 Domestic travel in last 12 months 37470 64% 118 Spent on domestic vacations last 12 mo: <$1000 9702 17% 115 Spent on domestic vacations last 12 mo: $1000-1499 5264 9% 121 Spent on domestic vacations last 12 mo: $1500-1999 3189 5% 132 Spent on domestic vacations last 12 mo: $2000-2999 2845 5% 129 Spent on domestic vacations last 12 mo: $3000+ 2907 5% 126 Domestic travel for business in last 12 months 6813 12% 137 Domestic travel for personal reasons in last 12 mo 10365 18% 112 Domestic travel for vacation/honeymoon last 12 mo 26084 45% 121 Took 3+domestic trips by plane in last 12 months 6580 11% 146 Took 3+domestic business trips by plane/12 months 2574 4% 155 Took 3+domestic non-business trips by plane/12 mo 3499 6% 140 Airline used for domestic trip/12 mo:American 3219 6% 127 Data Note:An MPI (Market Potential Index measures the relative likelihood of the household in the specified trade area to exhibit certain consumer behavior purchasing patterns compared to the US average. An MPI of Source: These data area based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by Mediamark Research Inc. in a nationally Page 23