The Poconos 2012 Visitor Report
Table of Contents
Introduction….....………………………………………………………………………………...
3
Methodology….………………………………………………………………………………….
4
Size & Structure of The Poconos’ Travel Market……..…………….……………………….
5
Overnight Trip Detail…......……………………..……...……………...……………………….
12
Overnight Expenditures…………………………………..………………………………
13
Overnight Trip Characteristics……………..…………………………………………….
19
Day Trip Detail………………………………………………..…………………………......…..
39
Day Trip Expenditures…………………….……………………………..……………….
40
Day Trip Characteristics……….……………………………..………...………………..
43
Demographic Profile of Visitors to The Poconos……….....………………………..………
56
Appendix: Key Terms Defined…………………………………………...………..…………...
67
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’ domestic tourism business in 2012.
3
Methodology
Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in the survey, for a total annual outgo of two million. A reminder is e-mailed several days later to non-responders. In 2012, the completion rate for those accessing the Travel USA® questionnaire was 85%.
For the 2012 travel year, this yielded :
223,271 trips for analysis nationally:
75,215 day trips
For The Poconos, the following sample was achieved in 2012:
148,056 overnight trips
1,043 trips:
682 overnight trips
361 day trips
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 4
Size & Structure of The Poconos’ Travel Market
The Poconos’ Share of Adult Domestic Trips
Base: Adult Person-Trips
2.0%
Percent
1.5%
1.0%
0.5%
0.8%
0.6%
0.0% Day
Overnight
6
Total Size of The Pocono’s Travel Market in 2012 Total Person-Trips = 25 Million
Day Trips 64% 15.9 Million
Overnight Trips 36% 9.1 Million
7
The Poconos’ Overnight Travel Market — by Trip Purpose
Overnight Person-Trips = 9.1 Million Leisure 92%
BusinessLeisure 3%
Business 5%
8
Size of The Poconos’ Overnight Travel Market — Adults vs. Children
Overnight Person-Trips = 9.1 Million Adults 77% 7 Million
Children 23% 2.1 Million
9
The Poconos’ Day Travel Market — by Trip Purpose
Day Person-Trips = 15.9 Million Leisure 94% BusinessLeisure 2%
Business 4%
10
Size of The Poconos’ Day Travel Market — Adults vs. Children
Day Person-Trips = 15.9 Million
Adults 81% 12.9 Million
Children 19% 3 Million
11
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending — by Sector
Total Spending = $1.3 Billion Lodging 44%
Food & Beverage 21%
$571 Million
$277 Million
Transportation 8% $96 Million
Recreation 13%
Retail 14% $185 Million
$174 Million
14
Average Per Person Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
80
Dollars
60
40 $63
20 $31 $20
0
Lodging
Restaurant Food & Beverage
Retail Purchases
$19
Recreation/ Sightseeing/ Entertainment
$11
Transportation at Destination
15
Average Per Person Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips
300
Dollars
200
100 $141 $0
0
Leisure
* Low Business Base
Business*
16
Average Per Party Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
200
Dollars
150
100
$194
50
$94 $63
$59 $33
0
Lodging
Restaurant Food & Beverage
Retail Purchases
Recreation/ Sightseeing/ Entertainment
Transportation at Destination
17
Average Per Party Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips
600
Dollars
400
200
$435
$0
0
Leisure
* Low Business Base
Business*
18
Overnight Trip Characteristics
Main Purpose of Trip Base: Overnight Person-Trips
Marketable Trips 51%
Visiting friends/relatives Outdoor Touring Resort Casino Theme park Special event Ski/Snowboarding City trip Golf
40 11
9 8 6 5 5 4 2 1
Other business trip Conference/convention
4 1
Business-leisure
3
0
10
20
30
40
50
Percent 20
Main Purpose of Leisure Trip — The Poconos vs. National Norm Base: Overnight Person-Trips
Visiting friends/relatives Outdoor Touring Resort Casino Theme park Special event Ski/snowboarding City trip Golf
40 44
11 6
9 7
8 4
6 6 5 4 5 7
4 1
2 5
1 1
0
10
20
30
40
50
Percent
Poconos
US Norm 21
Main Purpose of Business Trip — The Poconos vs. National Norm Base: Overnight Person-Trips
4
Other Business Trip 6
1
Conference/Convention 3
0
5
10
15
Percent
Poconos
US Norm 22
State Origin Of Trip
Base: Overnight Person-Trips
Pennsylvania
28
New York
28
New Jersey
21
Connecticut
3
Maryland
2
Ohio
2
Florida
2
North Carolina
2
0
10
20
30
Percent 23
DMA Origin Of Trip
Base: Overnight Person-Trips
New York, NY
42
Philadelphia, PA
18
Wilkes Barre-Scranton, PA
8
Harrisburg-Lncstr-Leb-York, PA
3
Boston, MA
2
Hartford & New Haven, CT
2
Baltimore, MD
2
Johnstown-Altoona, PA
2
Pittsburgh, PA
2
Binghamton, NY
2
0
10
20
30
40
50
Percent 24
Season of Trip Base: Overnight Person-Trips
January-March
22
April-June
23
July-September
30
October-December
25
0
10
20
30
40
Percent 25
Method of Planning Trip Base: Overnight Person-Trips
80
Percent
60
40 50
50
43
20 3
0 Internet
8
Travel Agent
Poconos
9
42
7
Other
None
US Norm 26
Method of Booking Trip Base: Overnight Person-Trips
80
Percent
60
40
20
47
49
45
4
0 Internet
7
Travel Agent
Poconos
7
43
4
Other
None
US Norm 27
Total Nights Away on Trip Base: Overnight Person-Trips
Average The Poconos = 3 Nights
Average US Norm = 3.6 Nights
23 24
1 night
36
2 nights
28 27 26
3-4 nights 8
5-6 nights
10 5
7-13 nights
9 1
14 + nights
3
0
10
20
30
40
Percent
Poconos
US Norm
28
Number of Nights Spent in The Poconos
Base: Overnight Person-Trips with 1+ Nights Spent In The Poconos
Average Nights Spent in The Poconos = 2.3
1 night
36
2 nights
35
3-4 nights
22
5-6 nights
4
7 + nights
3
0
10
20
30
40
Percent 29
Size of Travel Party Base: Overnight Person-Trips
Poconos
2.4
US Norm
2.2
0
Total = 3.2
0.8
Total = 2.9
0.7
1
2
3
4
Average No. of People
Adults
Children 30
Transportation Base: Overnight Person-Trips
83
Own car/truck
71 10
Rental car
16 7
Plane
19
Taxi Cab
4
Bus
4
Camper, R.V
4
9 6 3 3
Train
5
0
20
40
60
80
100
Percent
Poconos
US Norm 31
Accommodation Base: Overnight Person-Trips
Friends/relatives' dwelling (not paid for) Resort hotel Hotel Motel Own condo/apartment/cabin/second home Other Bed & breakfast Time share Campground/trailer park/RV park Rented cottage/cabin Country inn/lodge Rented home/condo/apartment
23 18 18 9
23
15
6
3
6
7
6
5
6
3 4 2
28
20
5 5
3 3 3 2
0
10
20
30
Percent
Poconos
US Norm
32
Activities and Experiences Base: Overnight Person-Trips
Shopping Swimming Fine dining Casino Hiking/Backpacking National/State park Theme park Landmark/Historic site Bar/Disco/Nightclub Fishing Camping Beach/Waterfront
30 34 23 17 22 21 15 13 12 7 12 9 11 9 11 12 10 11 10 8 10 6 9 14
0
10
20
30
40
Percent
Poconos
US Norm
33
Activities and Experiences (Cont’d) Base: Overnight Person-Trips
Museum Skiing/Snowboarding Spa Fair/Exhibition/Festival Theater Winery Boating/Sailing Dance Biking Golf Art gallery Zoo
9 10 8 2 6 5 6 5
6 8 6 4 5 5 4 6 4 4 4 4 4 4 3 6
0
10
20
30
40
Percent
Poconos
US Norm
34
Activities and Experiences (Cont’d) Base: Overnight Person-Trips
Business meeting Brewery Rafting Mountain climbing Pro/College sports event Rock/Pop concert Convention/conference Trade show Watch Amateur/Youth‌ Birding Tennis 0
3 5 3 3 3 2 2 2 2 3 2 3 2 4 2 2 2 2 2 2 1 2
10
20
30
40
Percent
Poconos
US Norm
35
Activities of Special Interest Base: Overnight Person-Trips
27
Historic places
26 25
Cultural activities/attractions
22 13
Exceptional culinary experiences
15 7
Winery tours/Wine tasting
7
6
Eco-tourism
6 4
Traveling with grandchildren
7
0
10
20
30
Percent
Poconos
US Norm
36
Online Social Media Use by Travelers Base: Overnight Person-Trips
Used any social media for travel
69 68
Used Smartphone while traveling
37 35
Posted travel photos/video online
26 27
Accessed travel news/events/deals/promotions
19 17
Looked at travel photos/video online
19 18
Read travel reviews online
17 20
Connected with others interested in travel
13 13
"Followed" a destination/attraction
13 9
0
10
20
30
40
50
60
70
Percent
Poconos
US Norm
37
Online Social Media Use by Travelers (Cont’d) Base: Overnight Person-Trips
Used any social media for travel
69 68
Gave travel advice
10 8
Read a travel blog
9
Tweeted about a trip
8 8
Got travel advice
8
Blogged about a trip
7 6
10
10
Subscribed to a travel e-newsletter
6 6
Contributed travel reviews
6 7
0
10
20
30
40
50
60
70
Percent
Poconos
US Norm
38
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending — by Sector
Total Spending = $936 Million Retail 22% $207 Million
Recreation 32% $301 Million
Transportation 15% $137 Million
Food & Beverage 31% $291 Million
41
Average Per Person Expenditures on Day Trips — By Sector Base: Total Day Person-Trips
30
Dollars
20
10
$19
$18 $13 $9
0
Recreation/ Sightseeing/ Entertainment
Restaurant Food & Beverage
Retail Purchases
Transportation at Destination
42
Day Trip Characteristics
Main Purpose of Trip Base: Day Person-Trips
Marketable Trips 55%
Visiting friends/relatives Touring Casino Outdoors Shopping Theme park Special event Ski/Snowboarding City trip Golf Resort
39 11 9 9 7 7 6 3 2 1 1
Other business trip Conference/convention
3 1
Business-leisure
3
0
10
20
30
40
Percent 44
Main Purpose of Leisure Trip — The Poconos vs. National Norm Base: Day Person-Trips
Visiting friends/relatives Touring Casino Outdoors Shopping Theme park Special event Ski/Snowboarding City trip Golf Resort
39 38 11 10 9 6 9 6 7 8
7 4 6 8 3 0 2 7 <1 1 <1 2
0
10
20
30
40
50
Percent
Poconos
US Norm 45
Main Purpose of Leisure Trip â&#x20AC;&#x201D; The Poconos vs. National Norm Base: Day Person-Trips
3
Other business trip 6
1
Conference/convention 2
0
5
10
15
Percent
Poconos
US Norm 46
State Origin Of Trip
Base: Day Person-Trips
Pennsylvania
50
New Jersey
25
New York
16
Maryland
1
Delaware
1
Florida
1
0
20
40
60
Percent 47
DMA Origin Of Trip
Base: Day Person-Trips
New York, NY/NJ/PA/CT
33
Philadelphia, PA
25
Wilkes Barre-Scranton, PA
19
Harrisburg-Lncstr-Leb-York, PA
7
Binghamton, NY
2
Johnstown-Altoona, PA
2
Pittsburgh, PA
2
0
10
20
30
40
Percent 48
Season of Trip Base: Day Person-Trips
January-March
24
April-June
24
July-September
27
October-December
25
0
10
20
30
40
Percent 49
Size of Travel Party Base: Day Person-Trips
Poconos
US Norm
0.00
2.2
Total = 2.9
0.7
2.1
0.7
1.00
2.00
Total = 2.8
3.00
4.00
Average No. of People
Adults
Children 50
Activities and Experiences Base: Day Person-Trips
Shopping Casino Fine dining Hiking/backpacking Theme Park Landmark/historic site Swimming National/state park Skiing/snowboarding Museum Fishing Biking Bar/disco/nightclub Winery
27
29
17
9 10
12
9
4 9
6
8 8 8 7 7 6 6
1
6
2 4 3
0
7
5 5 5 5
4
10
20
30
Percent
Poconos
US Norm
51
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Day Person-Trips
Zoo Fair/exhibition/festival Spa Theater Hunting Pro/college sports event Camping Rock/pop concert Rafting Art gallery Beach/waterfront Boating/sailing Brewery Mountain climbing
4 3
4
3
2
3
4
3
1
1
5
3 2 2 3 2 2 2 2
3
2 2
8
2
2 2 2 1
0
10
20
30
Percent
Poconos
US Norm
52
Activities of Special Interest Base: Day Person-Trips
21
Historic places
21 20
Cultural activities/attractions
18 9
Exceptional culinary experiences
11 7
Winery tours/wine tasting
5
Eco-Tourism
4
Traveling with grandchildren
4
5
5
0
5
10
15
20
25
Percent
Poconos
US Norm 53
Social Media Use by Travelers Base: Day Person-Trips
Used any social media for travel
61 64
Used Smartphone while traveling
28 31
Posted travel photos/video online
23 24
Accessed travel deals/news/promotions
19 16
Read travel reviews online
15
Looked at travel photos/video online
15
18 17
Connected to others interested in travel
12 12
Read a travel blog
10 9
0
10
20
30
40
50
60
70
Percent
Poconos
US Norm
54
Social Media Use by Travelers (Contâ&#x20AC;&#x2122;d) Base: Day Person-Trips
Used any social media for travel
61 64
Gave travel advice via social networking
8 7
Got travel advice via social networking
7
Followed a destination/attraction
7
9 8
Tweeted about a trip
5
Subscribed to a travel e-newsletter
4 6
7
Contributed travel reviews online
4
Blogged about a trip
4
5 5
0
10
20
30
40
50
60
70
Percent
Poconos
US Norm
55
Demographic Profile of Visitors to The Poconos
Gender Base: Total Person-Trips to The Poconos
57
Female 51
43
Male 49
0
20
40
60
80
Percent
Day
Overnight 57
Age Base: Total Person-Trips to The Poconos
Average Day = 45.5
Average ON = 43.6
9
18-24
11 44
25-44
45 34
45-64
33 13
65 or older
11
0
10
20
30
40
50
Percent
Day
Overnight 58
Household Size Base: Total Person-Trips to The Poconos
13
1 member
16 35
2 members
30 21
3 members
24 18
4 members
19 13
5+ members
11
0
10
20
30
40
Percent
Day
Overnight 59
Household Income Base: Total Person-Trips to The Poconos
5
$150K +
6 15
$100-149.9K
18 13
$75K-99.9K
16 29
$50K-74.9K
21 38
Less than $49.9K
39
0.0
10.0
20.0
30.0
40.0
Percent
Day
Overnight 60
Marital Status Base: Total Person-Trips to The Poconos
68
Married/With Partner 65
21
Single/Never Married
25
11
Separated/Divorced/Widowed
10
0
20
40
60
80
Percent
Day
Overnight 61
Children in Household Base: Total Person-Trips to The Poconos
50
No children under 18
44
24
Any child between 13-17
23
24
Any child between 6-12
24
19
Any child under 6
24
0
20
40
60
80
Percent
Day
Overnight 62
Education Base: Total Person-Trips to The Poconos
14
Post-graduate
13 36
College graduate
38 24
Some college
22 24
High school or less
26
1
Other
1
0
10
20
30
40
50
Percent
Day
Overnight 63
Employment Base: Total Person-Trips to The Poconos
52
Full-time/Self-employed
53
9
Part-time
10
39
Not employed/Retired/ Other
37
0
25
50
75
Percent
Day
Overnight 64
Race Base: Total Person-Trips to The Poconos
90
White 83
5
African-American
9
5
Other
8
0
20
40
60
80
100
Percent
Day
Overnight 65
Hispanic Background Base: Total Person-Trips to The Poconos
5
Yes 8
95
No 92
0
20
40
60
80
100
Percent
Day
Overnight 66
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.
67
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.
68