Pocono Mountains 2016 Visitor Report
Table of Contents
Introduction………………………………………………………………………………..…
3
Research Objectives…………………………………………………………………..……..
4
Methodology………………………………………………………………………….………..
5
Key Findings……………………………………………………………………………………
6
Size & Structure of the U.S. Travel Market……………………………………..………..
10
Size & Structure of The Pocono Mountains’ Domestic Travel Market……………..
14
Overnight Trip Detail…………………………………………………………………………..
21
Overnight Expenditures……………………………………………………………...…
22
Overnight Trip Characteristics…………………………………………………………
28
Demographic Profile of Overnight Visitors…………………………………............…
60
Day Trip Detail…………………………………………………………………………….. Day Trip Expenditures……………………………………………………………...…
71 72
Day Trip Characteristics………………………………………………………………
75
Demographic Profile of Day Visitors…………………………………………...........…
92
Appendix: Key Terms Defined……………………………………………………………..
103 2
Introduction
Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.
In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement.
It is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest.
This report provides an overview for The Poconos Mountains’ domestic tourism business in 2016. 3
Research Objectives
The visitor research program is designed to provide:
Estimates of domestic overnight and day visitor volumes to the Pocono Mountains
A profile of the Pocono Mountains’ performance within its overnight travel market
Domestic visitor expenditures in the Pocono Mountains
Profiles of the Pocono Mountains’ day travel market
Relevant trends in each of these areas
4
Methodology
Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA ® survey.
For the 2016 travel year, this yielded :
337,164 trips for analysis nationally:
99,609 day trips
For the Pocono Mountains, the following sample was achieved in 2016:
237,555 overnight trips
1,331 trips:
873 overnight trips
458 day trips
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets.
5
Key Findings
Key Findings
In 2016, the Pocono Mountains had 26.6 million person trips. 36% were overnight trips and 64% were day trips.
The overnight trips generated $1.5 billion in spending.
When asked about the main purpose of their overnight trip, 38% responded that they were visiting friends and relatives, while 57% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types were trips to enjoy outdoor activities and visiting a resort.
The average number of nights spent in the Pocono Mountains on an overnight trip was 2.3 nights and the average travel party size was 3.5 persons. 7
Key Findings – (Cont’d)
Travelers on overnight trips to the Pocono Mountains were more likely to arrive in their own car and less likely to arrive by plane than the national average.
Travelers on overnight trips to the Pocono Mountains were most likely to engage social media by posting photos online, reading travel reviews and accessing news/promotions.
The top three states of origin for overnight trips were New York, Pennsylvania and New Jersey. The top three DMA’s of origin were New York City, Philadelphia and Wilkes-Barre/Scranton.
The top five activities engaged in by travelers on overnight trips to the Pocono Mountains were Shopping, Swimming, Fine Dining, visiting a Casino and visiting a Landmark/Historic Site. 8
Key Findings – (Cont’d)
Overall trip experience, friendliness of the people and quality of accommodations received the highest satisfaction ratings for overnight visitors to the Pocono Mountains.
82% of overnight visitors had visited the Pocono Mountains before, and 62% said they had visited in the past year.
57% of overnight trips were planned 2 months or less before the trip, and 15% did not plan anything in advance.
“Advice from friends and relatives” was the most frequently cited source of planning information at 16% and the top ranked method of booking was “Hotel or Resort” at 22%.
9
Size & Structure of the U.S. Travel Market
Total Size of the U.S. Travel Market — 2012-2016 Base: Total Overnight Person-Trips
1.1% 2,000
Millions of Trips
1,500
1,000 1,451
1,480
1,532
1,568
1,585
2012
2013
2014
2015
2016
500
0
11
Structure of the U.S. Travel Market — 2016 Overnight Trips Base: Total Overnight Person-Trips
Visits to Friends/Relatives 43%
Business-Leisure 3% Business 9%
Marketable 45%
12
U.S. Market Trends for Overnight Trips — 2016 vs. 2015 Base: Total Overnight Person-Trips
All Overnight Trips
1
Visiting Friends/Relatives
-2
Marketable Trips
4
Business-Leisure Trips
-2
Business Trips
-1
-10
-5
0
5
10
Percent Change 13
Size & Structure of the Pocono Mountains’
Travel Market
The Pocono Mountains’ Share of Adult Domestic Trips Base: Total Adult Person-Trips
Percent
1.0%
0.5% 0.7% 0.4% 0.0% Day
Overnight
15
Total Size of the Pocono Mountains’ Travel Market in 2016 Total Person-Trips = 26.6 Million +3.7% vs. 2014
Day Trips 64% 17.1 Million
Overnight Trips 36% 9.5 Million
16
The Pocono Mountains’ Overnight Travel Market — by Trip Purpose
Overnight Person-Trips = 9.5 Million
Leisure 95% BusinessLeisure 2% Business 3%
17
Size of the Pocono Mountains’ Overnight Travel Market — Adults vs. Children Overnight Person-Trips = 9.5 Million Adults 76% 7.2 Million
Children 24% 2.3 Million
18
The Pocono Mountains’ Day Travel Market — by Trip Purpose
Day Person-Trips = 17.1 Million Leisure 93% BusinessLeisure 3%
Business 4%
19
Size of the Pocono Mountains’ Day Travel Market — Adults vs. Children Day Person-Trips = 17.1 Million Adults 76% 13 Million
Children 24% 4 Million
20
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending — by Sector
Total Spending = $1.5 Billion Lodging 45% $670 Million
Food & Beverage 21% $320 Million
Transportation 7% $103 Million
Recreation 13%
Retail 14% $201 Million
$191 Million
23
Average Per Person Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
80
Dollars
60
40 $71
20
$34
$21
$20 $11
0
Lodging
Restaurant Food & Beverage
Retail Purchases
Recreation/ Transportation Sightseeing/ at Destination Entertainment 24
Average Per Person Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips
Dollars
200
100 $158
$0
0
Leisure
* Low Business Base
Business*
25
Average Per Party Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
250
Dollars
200 150 100
$223
$106
50
$66
$63
$34
0
Lodging
Restaurant Food & Beverage
Retail Purchases
Recreation/ Transportation Sightseeing/ at Destination Entertainment 26
Average Per Party Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips
500
Dollars
400 300 $494 200 100 $0
0
Leisure
* Low Business Base
Business*
27
Overnight Trip Characteristics
Main Purpose of Trip Base: Total Overnight Person-Trips
Marketable Trips 57%
Visiting friends/relatives Outdoors Resort Touring Special event Casino Theme park City trip Skiing/snowboarding
38 12 12 9 7 6 5 2 2
Conference/convention Other business trip
2 1
Business-leisure
2
0
10
20 Percent
30
40 29
Main Purpose of Leisure Trip — The Pocono Mountains vs. National Norm Base: Total Overnight Person-Trips
Visiting friends/relatives
38 43
Outdoors
12 6
Resort
12 5
Touring
9 9
Special event
7 8
Casino
6 4 5 4
Theme park City trip
2 6
Skiing/snowboarding
2 1
0
10
20
30
40
50
Percent
Pocono Mountains
US Norm 30
Main Purpose of Overnight Leisure Trip to the Pocono Mountains — 2016 vs. 2014 Base: Overnight Person-Trips to the Pocono Mountains
Visiting friends/relatives
38 43
Outdoors
12 9
Resort
12 11
Touring
9 9
Special event
7 6 6 7
Casino Theme park
5 4
City trip
2 2 2 3
Skiing/snowboarding 0
10
20
30
40
50
Percent
2016
2014 31
Main Purpose of Business Trip — The Pocono Mountains vs. National Norm Base: Total Overnight Person-Trips
1
Other Business Trip 6
2
Conference/Convention 4
0
5
10
15
Percent
Pocono Mountains
US Norm 32
Main Purpose of Overnight Business Trip to the Pocono Mountains — 2016 vs. 2014 Base: Overnight Person-Trips to the Pocono Mountains
1
Other business trip 4
2
Conference/convention 2
0
5
10
15
Percent
2016
2014 33
State Origin Of Trip Base: Overnight Person-Trips to the Pocono Mountains
New York
29
Pennsylvania
28
New Jersey
16
Florida
3
Maryland
2
Virginia
2
Delaware
2
Ohio
2
Connecticut
2
0
10
20
30
40
Percent 34
DMA Origin Of Trip Base: Overnight Person-Trips to the Pocono Mountains
New York, NY/NJ/PA/CT
38
Philadelphia, PA
17
Wilkes Barre-Scranton, PA
8
Harrisburg-Lncstr-Leb-York, PA
3
Pittsburgh, PA
3
Baltimore, MD
2
Syracuse, NY
2
Johnstown-Altoona, PA
2
Washington, DC
2
0
10
20
30
40
Percent 35
Season of Trip Base: Overnight Person-Trips to the Pocono Mountains
January-March
20
April-June
25
July-September
30
October-December
25
0
10
20
30
40
Percent 36
Satisfaction with Pocono Mountains’ Trip - % Very Satisfied Base: Overnight Person-Trips to the Pocono Mountains
Overall trip experience
74 71
Friendliness of people
63 61
Quality of accomodations
63 62
Quality of food
58 59
Sightseeing/ attractions
56 54
Value for the money
54 52
Music/ nightlife/ entertainment
40 34
0
20
40
60
80
100
Percent Very Satisfied
2016
2015 37
Past Visitation to the Pocono Mountains - 2016 vs. 2015 Base: Overnight Person-Trips to the Pocono Mountains
82
Ever 79
62
Past Year 65
0
20
40
60
80
100
Percent
2016
2015 38
Length of Trip Planning
Base: Total Overnight Person-Trips 3
More than 1 year in advance
5 11
6-12 months
14
14
3-5 months
17 21
2 months
17 36
1 month or less
34 15
Did not plan anything in advance
13
0
10
20
30
40
Percent
Pocono Mountains
U.S. Norm 39
Trip Planning Information Sources Base: Total Overnight Person-Trips
Advice from relatives or friends Hotel or resort Social Media Destination websites Online travel agencies Auto club/AAA Travel guide books/other books Travel company websites Airline/commercial carrier
14 14
16 16
11 10 11 9 10 15 6 5
8
6 6 9
4
0
11
10
20
30
Percent
Pocono Mountains
US Norm 40
Trip Planning Information Sources (Cont’d) Base: Total Overnight Person-Trips
800/888 number Lodging sharing websites Visitors` bureau/govt tourism office Magazine articles/ad Newspaper articles/ad TV program/ad Travel agent/company Radio show/ad Travel/ski show or exhibition
4 3 4 3 3 3 2 3 2 2 2
2
3 8
1 2 1
0
1
10
20
30
Percent
Pocono Mountains
US Norm 41
Method of Booking Base: Total Overnight Person-Trips
22
Hotel or Resort
19
11
Online travel agencies
16 8
Destination websites
5 6
Travel company websites
9 5
800/888 number
5 5
Lodging sharing websites
3
0
10
20
30
Percent
Pocono Mountains
US Norm 42
Method of Booking (Cont’d) Base: Total Overnight Person-Trips
4
Airline/commercial carrier
13 3
Auto club/AAA
6 2
Travel agent/company
9
Visitors' bureau/gov tourism office
1 2 0
Travel/ski show or exhibition
2
0
10
20
30
Percent
Pocono Mountains
US Norm 43
Devices Used for Trip Planning Base: Total Overnight Person-Trips
83
Used Any Device (net)
84 42
Laptop
45 38
Desktop/Home computer
42 31
Smartphone
30
16
Tablet
18
0
20
40
60
80
100
Percent
Pocono Mountains
U.S. Norm 44
Devices Used During Trip Base: Total Overnight Person-Trips
79
Used Any Device (net)
83 67
Smartphone
66
Tablet
26
Laptop
26
32
32
0
20
40
60
80
100
Percent
Pocono Mountains
U.S. Norm 45
Total Nights Away on Trip Base: Total Overnight Person-Trips
Average The Pocono Mountains = 3 Nights
Average US Norm = 3.7 Nights
25
1 night
22 35
2 nights
27 22
3-4 nights
27 10 11
5-6 nights 6
7-13 nights
10 2
14 + nights
3
0
10
20
30
40
Percent
Pocono Mountains
US Norm
46
Number of Nights Spent in the Pocono Mountains Base: Overnight Person-Trips with 1+ Nights Spent In the Pocono Mountains
Average Nights Spent in the Pocono Mountains = 2.3
1 night
41
2 nights
30
3-4 nights
18
5-6 nights
7
7 + nights
4
0
10
20
30
40
50
Percent 47
Number of Nights Spent in the Pocono Mountains - 2016 vs. 2014 Base: Overnight Person-Trips with 1+ Nights Spent In the Pocono Mountains
Average 2016 = 2.3 Nights
Average 2014 = 2.4 Nights 41
1 night
38 30
2 nights
31 18
3-4 nights
19 7
5-6 nights
7 4
7 + nights
4
0
10
20
30
40
50
60
Percent
2016
2014
48
Size of Travel Party Base: Total Overnight Person-Trips
Pocono Mountains
2.6
US Norm
0.9
2.2
0
Total = 2.9
0.7
1
2
Total = 3.5
3
4
Average No. of People
Adults
Children 49
Transportation Base: Total Overnight Person-Trips
86
Own car/truck
67 10
Rental car
19 5
Plane
23
Traditional Taxi Cab
4
Bus
4
Train
4
Online Taxi Service (Uber, Lyft, etc)
3
9 6 5 9 3
Camper, R.V
3
0
20
40
60
80
100
Percent
Pocono Mountains
US Norm 50
Accommodation Base: Total Overnight Person-Trips
Resort hotel Home of Friend/Relative Hotel Motel Campground/Trailer Park/RV park Own Home/Condo/Apt/2nd Home Time share Rented home/Condo/Apartment Bed & breakfast Rented Cottage/Cabin Country Inn/lodge
23 22 13 11
0
21 17
6
3
3 2 3
25
7
4
3
24
4 4 4 4 5 4
10
20
30
Percent
Pocono Mountains
US Norm
51
Activities and Experiences Base: Total Overnight Person-Trips
Shopping Swimming Fine dining Casino Landmark/Historic site Hiking/Backpacking National/State Park Theme park Bar/Disco/Nightclub Camping Beach/Waterfront
33 33 21 16 19 20 14 11 14 13 13 8 13 11 9 9 8
11 8 5 8 15
0
10
20
30
40
Percent
Pocono Mountains
US Norm
52
Activities and Experiences (Cont’d) Base: Total Overnight Person-Trips
Fishing Museum Boating/Sailing Fair/Exhibition/Festival Winery Spa Biking Zoo Theater Art gallery Golf
7 6 7 12 6 4 6 5 5 4 5 6 5 4 5 6 5
7 4 5 3 4
0
10
20
30
40
Percent
Pocono Mountains
US Norm
53
Activities and Experiences (Cont’d) Base: Total Overnight Person-Trips
Dance Brewery Pro/College sports event Skiing/snowboarding Rafting Rock/pop concert Mountain Climbing Part/attend kids sports event Birding Participate in adult sports event Watch Amateur/Youth Sports
3 5
3 5 3 3 3 1 3 1 3 3 3 2 2 2 2 2 2 3 2 2
0
10
20
30
40
Percent
Pocono Mountains
US Norm
54
Activities and Experiences (Cont’d) Base: Total Overnight Person-Trips
Tennis
2
Hunting
2 2
Trade Show
1 2
2
Glamping
1 1
Business Meeting
1
Convention/Conference
1
Opera
1 1
Rodeo
1 1
Symphony
1 1
Dude Ranch
1 1
5 4
0
10
20
30
40
Percent
Pocono Mountains
US Norm
55
Activities of Special Interest Base: Total Overnight Person-Trips
Historic places, sites and landmarks Family Reunion* Cultural activities & attraction Exceptional culinary experience Winery tours & wine tasting Wedding* Brewery Tours and Beer Tasting* Eco-Tourism Agritourism* Traveling with grandchildren Religious Travel* Medical Tourism*
22 21 20 20 13 18 9 11 7 6 5 5 5 6 3 5 3 2 3 5 1 3 1 3
0
10
20
30
Percent
Pocono Mountains *Added in 2015/2016
US Norm
56
Online Social Media Use by Travelers Base: Total Overnight Person-Trips
Used any social media for travel
70 72
Posted travel photos/video online
35 33
Read travel reviews online
26 28
Accessed travel news/events/deals/promotions
24 22
Looked at travel photos/video online
22 25
Read a blog about travel
13 14
Connected with others interested in travel
12 14
"Followed" a destination/attraction
11 11
0
20
40
60
80
Percent
Pocono Mountains
US Norm
57
Online Social Media Use by Travelers (Cont’d) Base: Total Overnight Person-Trips
Used any social media for travel
70 72
Got travel advice
8 13
Tweeted about a trip
8 10
Contributed travel reviews
8
Subscribed to a travel e-newsletter
7 6
12
Gave travel advice
6 10
Blogged about a trip
4 5
0
20
40
60
80
Percent
Pocono Mountains
US Norm
58
Organization Membership Base: Total Overnight Person-Trips
50
AAA 42
23
AARP 21
2
National Motor Club
8
1
Better World Club
4
0
20
40
60
Percent
Pocono Mountains
US Norm
59
Demographic Profile of Overnight Visitors
Gender Base: Total Overnight Person-Trips
44
Male 51
56
Female 49
0
20
40
60
Percent
Pocono Mountains
US Norm 61
Age Base: Total Overnight Person-Trips
Average Pocono Mountains = 44.8
Average US Norm = 43.8
18-24
15 13
25-34
16 23
35-44
19 20
45-54
22 17
55-64
15 13
65+
13 14
0
10
20
30
Percent
Pocono Mountains
US Norm
62
Marital Status Base: Total Overnight Person-Trips
58
Married/with partner
63
29
Single/never married
24
13
Separated/Divorced/Widowed
13
0
20
40
60
80
Percent
Pocono Mountains
US Norm 63
Household Size Base: Total Overnight Person-Trips
19 20
1 member
33 33
2 members 22
3 members
19 16 17
4 members 10 11
5+ members 0
10
20
30
40
Percent
Pocono Mountains
US Norm 64
Children in Household Base: Total Overnight Person-Trips
50
No children under 18
52
25
Any child between 13-17
22 23
Any child 6-12
26 17
Any child under 6
19
0
20
40
60
Percent
Pocono Mountains
US Norm 65
Education Base: Total Overnight Person-Trips
17
Post-graduate
24 38
College graduate
40 23
Some college
21 21
High school or less
14 1 1
Other 0
10
20
30
40
50
Percent
Pocono Mountains
US Norm 66
Employment Base: Total Overnight Person-Trips
52
Full time/Self-employed
55
10
Part time
11
38
Unemployed/Retired/Other
34
0
20
40
60
Percent
Pocono Mountains
US Norm 67
Household Income Base: Total Overnight Person-Trips
6 6
$150K+
16 16
$100-$149.9K
14
$75-$99.9K
17 23 22
$50-$74.9K
41 39
<$49.9K 0
20
40
60
Percent
Pocono Mountains
US Norm 68
Race Base: Total Overnight Person-Trips
82
White
84
9
African-American
7
9
Other
9
0
20
40
60
80
100
Percent
Pocono Mountains
US Norm 69
Hispanic Background Base: Total Overnight Person-Trips
90
No 91
10
Yes 9
0
20
40
60
80
100
Percent
Pocono Mountains
US Norm 70
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending â&#x20AC;&#x201D; by Sector
Total Spending = $1 Billion Recreation 32%
Food & Beverage 33%
$329 Million
$338 Million
Transportation 14% $147 Million
Retail 21% $218 Million
73
Average Per Person Expenditures on Day Trips â&#x20AC;&#x201D; By Sector Base: Total Day Person-Trips
30
Dollars
20
10
$20
$19 $13 $9
0
Restaurant Food & Beverage
Recreation/ Sightseeing/ Entertainment
Retail Purchases
Transportation at Destination 74
Day Trip Characteristics
Main Purpose of Trip Base: Day Person Trips to the Pocono Mountains
Marketable Trips 59%
Visiting friends/relatives Touring Outdoors Casino Shopping Special event Theme park City trip Resort Golf trip Skiing/snowboarding
34 12 9 9
9 7 4 3 2 2 2
Other business trip
4
Business-leisure
3
0
10
20 Percent
30
40
50 76
Main Purpose of Leisure Trip â&#x20AC;&#x201D; The Pocono Mountains vs. National Norm Base: Total Day Person-Trips
Visiting friends/relatives Touring Outdoors Casino Shopping Special event Theme park City trip Resort Golf trip Skiing/snowboarding
34 37 12 12 9 7 9 4
9 8 7 8 4 3 3 8 2 2 2 <1 2 <1
0
10
20
30
40
Percent
Pocono Mountains
US Norm 77
Main Purpose of Day Leisure Trip to the Pocono Mountains â&#x20AC;&#x201C; 2016 vs. 2014 Base: Day Person Trips to the Pocono Mountains
Visiting friends/relatives Touring Outdoors Casino Shopping Special event Theme park City trip Resort Golf trip Skiing/snowboarding
34 33 12 10 9 9 9 10
9 8 7 6 4 9 3 3 2 2 2 2 2 2
0
10
20
30
40
Percent
2016
2014 78
Main Purpose of Leisure Trip â&#x20AC;&#x201D; The Pocono Mountains vs. National Norm Base: Total Day Person-Trips
4
Other business trip 5
0
Conference/convention 2
0
5
10
15
Percent
Pocono Mountains
US Norm 79
Main Purpose of Day Business Trip to the Pocono Mountains â&#x20AC;&#x201D; 2016 vs. 2014 Base: Day Person Trips to the Pocono Mountains
4
Other business trip 3
0
Conference/convention 2
0
5
10
15
Percent
2016
2014 80
State Origin Of Trip Base: Day Person-Trips to the Pocono Mountains
Pennsylvania
46
New York
29
New Jersey
19
0
20
40
60
Percent 81
DMA Origin Of Trip Base: Day Person-Trips to the Pocono Mountains
New York, NY/NJ/PA/CT
41
Philadelphia, PA
21
Wilkes Barre-Scranton, PA
20
Harrisburg-Lncstr-Leb-York, PA
4
Pittsburgh, PA
3
Binghamton, NY
3
0
10
20
30
40
50
Percent 82
Season of Trip Base: Day Person-Trips to the Pocono Mountains
January-March
22
April-June
24
July-September
30
October-December
24
0
10
20
30
40
Percent 83
Size of Travel Party Base: Total Day Person-Trips
Pocono Mountains
2.3
US Norm
2.1
0
Total = 3.0
0.7
0.6
1
2
Total = 2.7
3
4
Average No. of People
Adults
Children 84
Activities and Experiences Base: Total Day Person-Trips
Shopping Swimming Casino Hiking/Backpacking Fine dining Theme park National/State Park Landmark/Historic site Fishing Boating/Sailing Golf Museum
31 29
14 6 13 7 10 5 9 12 8 6 7 7 6 8 6 4 5 2 5 2 5 8
0
10
20
30
40
Percent
Pocono Mountains
US Norm
85
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Total Day Person-Trips
Zoo Winery Beach/Waterfront Mountain Climbing Fair/Exhibition/Festival Skiing/snowboarding Bar/Disco/Nightclub Biking Camping Dance Brewery
5 5 4 3 4 8 3 1 3 4 3 1 3
4 2 2 2 3 2 3 2 4
0
10
20
30
40
Percent
Pocono Mountains
US Norm
86
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Total Day Person-Trips
Convention/Conference Spa Theater Rock/pop concert Business Meeting Part/attend kids sports event Art gallery Birding Rafting Motorcycle Touring Pro/College sports event
2 3 2 3 2 4 2 2 1 2 1 2 1
3 1 1 1 1 1 1 1 2
0
10
20
30
40
Percent
Pocono Mountains
US Norm
87
Activities of Special Interest Base: Total Day Person-Trips
Historic places, sites and landmarks Family Reunion* Cultural activities and attractions Exceptional culinary experiences Wedding* Winery tours and wine-tasting Eco-tourism Brewery Tours and Beer Tasting* Agritourism* Traveling with grandchildren Religious Travel* Medical Tourism*
17 17 14
16 11 14 5 8 5 3 4 4 4 4 3 4 2 2 1 4 1 2 1 2
0
5
10
15
20
Percent
Pocono Mountains *Added in 2015/2016
US Norm
88
Social Media Use by Travelers Base: Total Day Person-Trips
Used any social media for travel
64 69
Posted travel photos/video online
27
Read travel reviews online
27 26
31
Accessed travel deals/news/promotions
22 22
Looked at travel photos/video online
17 24
Got travel advice via social networking
11 12
Read a travel blog
10
"Followed" a destination/attraction
10 10
13
0
20
40
60
80
Percent
Pocono Mountains
US Norm
89
Social Media Use by Travelers (Contâ&#x20AC;&#x2122;d) Base: Total Day Person-Trips
Used any social media for travel
64 69
Connected to others interested in travel
9
Tweeted about a trip
8 8
13
Subscribed to a travel e-newsletter
6 6
Gave travel advice via social networking
5
Contributed travel reviews online
5
8 9
Blogged about a recent trip
2 4
0
20
40
60
80
Percent
Pocono Mountains
US Norm
90
Organization Membership Base: Total Day Person-Trips
46
AAA
38 19
AARP
19 2
Better World Club
3 1
National Motor Club
6
0
20
40
60
Percent
Pocono Mountains
US Norm 91
Demographic Profile of Day Visitors
Gender Base: Total Day Person-Trips
42
Male 48
58
Female 52
0
20
40
60
80
Percent
Pocono Mountains
US Norm 93
Age Base: Total Day Person-Trips
Average Pocono Mountains = 46.8
Average U.S. Norm = 44.7
8
18-24
12
36
25-44
40
42
45-64
33
14
65+
14
0
20
40
60
80
Percent
Pocono Mountains
US Norm
94
Marital Status Base: Total Day Person-Trips
57
Married/With partner
62
26
Single, never married 23
17
Separated/Divorced/Widowed
15
0
20
40
60
80
Percent
Pocono Mountains
US Norm 95
Household Size Base: Total Day Person-Trips
21
1 member
20 34
2 members
33 20
3 members
19 13
4 members
17 11
5+ members
11
0
10
20
30
40
Percent
Pocono Mountains
US Norm
96
Children in Household Base: Total Day Person-Trips
54
No children under 18
52
21
Any child between 13-17 yrs
22
23
Any child 6-12 yrs
25
16
Any child under 6 yrs
19
0
20
40
60
Percent
Pocono Mountains
US Norm
97
Education Base: Total Day Person-Trips
13
Post-graduate
20 42
College graduate
39 21
Some college
23 22
High school or less
17 1
Other
1
0
10
20
30
40
50
Percent
Pocono Mountains
US Norm
98
Employment Base: Total Day Person-Trips
51
Full time/Self-employed
51
14
Part time 11
35
Unemployed/Retired/Other
38
0
20
40
60
Percent
Pocono Mountains
US Norm 99
Household Income Base: Total Day Person-Trips
4
$150K+
4 13
$100-$149.9K
13 14
$75-$99.9K
14 24
$50-$74.9K
22 45
<$49.9K
46
0
20
40
60
Percent
Pocono Mountains
US Norm
100
Race Base: Total Day Person-Trips
87
White
85
8
African-American
6
5
Other
9
0
20
40
60
80
100
Percent
Pocono Mountains
US Norm 101
Hispanic Background Base: Total Day Person-Trips
93
No 92
7
Yes 8
0
20
40
60
80
100
Percent
Pocono Mountains
US Norm 102
Key Terms Defined
An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home.
A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home.
A Person-Trip is one trip taken by one visitor.
Person-trips are the key unit of measure for this report.
103
Trip-Type Segments
Total Trips = Leisure + Business + Business-Leisure
Marketable Trips: Includes all leisure trips, with the exception of visits to friends/relatives
Leisure Trips: includes all trips where the main purpose was one of the following:
Visiting friends/relatives
Touring through a region to experience its scenic beauty, history and culture
Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating
Special event, such as a fair, festival, or sports event
City trip
Cruise
Casino
Golf
Theme park
Resort (ocean beach, inland or mountain resort)
Skiing/snowboarding
Business Trips: includes
Conference/convention
Other business trip
Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure.
104