Longwoods Travel USA, 2014 Visitor Report, The Poconos

Page 1

The Poconos 2014 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………………………………………………..…………………………......…..

40

Day Trip Expenditures…………………….……………………………..……………….

41

Day Trip Characteristics……….……………………………..………...………………..

44

Demographic Profile of Visitors to The Poconos……….....………………………..………

58

Appendix: Key Terms Defined…………………………………………...………..…………...

69

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 2014. 3


Research Method 

Each quarter, a random cross-section of online sample is sent an email invitation to participate in the survey. A reminder is e-mailed several days later to non-responders.

For the 2014 travel year, this yielded : 

302,908 trips for analysis nationally:  

96,188 day trips

For The Poconos, the following sample was achieved in 2014: 

206,720 overnight trips

1,432 trips: 

924 overnight trips

508 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% 0.5%

0.0% Day

Overnight

6


Total Size of The Poconos’ Travel Market in 2014 Total Person-Trips = 25.6 Million

Day Trips 64% 16.3 Million

Overnight Trips 36% 9.3 Million

7


The Poconos’ Overnight Travel Market — by Trip Purpose

Overnight Person-Trips = 9.3 Million Leisure 93%

BusinessLeisure 2%

Business 5%

8


Size of The Poconos’ Overnight Travel Market — Adults vs. Children

Overnight Person-Trips = 9.3 Million Adults 76% 7.1 Million

Children 24% 2.2 Million

9


The Poconos’ Day Travel Market — by Trip Purpose

Day Person-Trips = 16.3 Million Leisure 94% BusinessLeisure 2%

Business 4%

10


Size of The Poconos’ Day Travel Market — Adults vs. Children

Day Person-Trips = 16.3 Million Adults 78% 12.8 Million

Children 22% 3.5 Million

11


Overnight Trip Detail


Overnight Expenditures


Total Overnight Spending — by Sector

Total Spending = $1.4 Billion Lodging 44%

Food & Beverage 21%

$618 Million

$301 Million

Transportation 8% $108 Million

Recreation 13%

Retail 14% $203 Million

$181 Million

14


Average Per Person Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips

80

Dollars

60

40 $67

20

$32 $22

0

Lodging

Restaurant Food & Beverage

Retail Purchases

$20

Recreation/ Sightseeing/ Entertainment

$12

Transportation at Destination

15


Average Per Person Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips

300

Dollars

200

100 $153 $0

0

Leisure

* Low Business Base

Business*

16


Average Per Party Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips

250

Dollars

200 150 100

$211

50

$103 $69

0

Lodging

Restaurant Food & Beverage

Retail Purchases

$62

Recreation/ Sightseeing/ Entertainment

$37

Transportation at Destination

17


Average Per Party Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips

600

Dollars

400

$486 200

$0

0

Leisure

* Low Business Base

Business*

18


Overnight Trip Characteristics


Main Purpose of Trip Base: Overnight Person-Trips

Marketable Trips 50%

Visiting friends/relatives Resort Touring Outdoor Casino Special event Theme park Ski/Snowboarding City trip

43 11 9 9 7 6 4 3 2

Other business trip Conference/convention

2

Business-leisure

2

4

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

43 43

Resort

11 5

Touring

9 8

Outdoor

9 6 7

Casino

5

Special event

6 7

Theme park

4 4

Ski/snowboarding

3 1

City trip

2 6

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 7

2

Conference/Convention 3

0

5

10

15

Percent

Poconos

US Norm 22


State Origin Of Trip

Base: Overnight Person-Trips

Pennsylvania

28

New York

23

New Jersey

22

Florida

4

Maryland

2

Ohio

2

0

10

20

30

Percent 23


DMA Origin Of Trip

Base: Overnight Person-Trips

New York, NY

37

Philadelphia, PA

21

Wilkes Barre-Scranton, PA

7

Harrisburg-Lncstr-Leb-York, PA

3

Pittsburgh, PA

2

Boston, MA

2

Baltimore, MD

2

0

10

20

30

40

Percent 24


Season of Trip Base: Overnight Person-Trips

January-March

21

April-June

24

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 53

56

20

40

4

0 Internet

8

Travel Agent

Poconos

9

36

7

Other

None

US Norm 26


Method of Booking Trip Base: Overnight Person-Trips

80

Percent

60

40 53

56 42

20 4

0 Internet

8

Travel Agent

Poconos

4

37

4

Other

None

US Norm 27


Total Nights Away on Trip Base: Overnight Person-Trips

Average The Poconos = 3 Nights

Average US Norm = 3.7 Nights

25

1 night

23 33

2 nights

27 24

3-4 nights

26 9

5-6 nights

11 7

7-13 nights

10 2

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 = 2.4

1 night

38

2 nights

31

3-4 nights

20

5-6 nights

7

7 + nights

4

0

10

20

30

40

50

Percent 29


Size of Travel Party Base: Overnight Person-Trips

Poconos

US Norm

0.00

2.5

0.8

2.2

Total = 2.9

0.7

1.00

2.00

Total = 3.3

3.00

4.00

Average No. of People

Adults

Children 30


Transportation Base: Overnight Person-Trips

Own car/truck

86

68

Rental car

8

Plane

8

18 24

Taxi Cab

5

Bus

4

Train

4

10 6 5

Camper, R.V

1

Bicycle

1

Motorcycle

1

3 1 1

0

20

40

60

80

100

Percent

Poconos

US Norm 31


Accommodation Base: Overnight Person-Trips

Friends/relatives' dwelling (not paid for) Hotel Resort hotel Motel Own condo/apartment/cabin/second home Time share Bed & breakfast Rented cottage/cabin Country inn/lodge Campground/trailer park/RV park Rented home/condo/apartment Homesharing rental (airbnb, vrbo, etc) Boat/cruise ship Other

21

23

19

25

18 19 14 13 7

4 5

3

5 4 4

2

4

3

4 2 1 1 1

4

3

2

6

0

10

10

20 Percent

Poconos

30 32

US Norm


Activities and Experiences Base: Overnight Person-Trips

Shopping Fine dining Swimming Casino Hiking/Backpacking Landmark/Historic site National/State park Bar/Disco/Nightclub Theme park Museum Fishing Beach/Waterfront Zoo Camping Winery

33 33

16 16

11 13

7

10

8

11 10 10

7

5 4

0

12 13 12

10 10 10

6

5

21 22 20

14

6

6 6

10

20

30

40

Percent

Poconos

US Norm

33


Activities and Experiences (Cont’d) Base: Overnight Person-Trips

Fair/Exhibition/Festival Dance Theater Spa Skiing/Snowboarding Boating/Sailing Business meeting Golf Art gallery Brewery Biking Convention/conference Mountain climbing Participate in adult sports event Rafting

5

6 6

5

6

7

5 5 5

1

5 4 4 4 4 4

6

5

4 4 3 4 3 4 3

2 2 2 2 1

0

10

20

30

40

Percent

Poconos

US Norm

34


Activities and Experiences (Cont’d) Base: Overnight Person-Trips

Pro/College sports event Watch Amateur/Youth Sports Part/attend kids sports event Tennis Hunting Rock/Pop concert Birding Symphony Trade show Dude Ranch Participate in Amateur/Youth Sports Rodeo Motorcycle touring

2 3 2 2 2 2 2 2 2 1 2 3 2 2 1 1 1 2 1 1 1 1 1 1 1 1

0

Poconos

10 Percent

20

US Norm

30

40 35


Activities of Special Interest Base: Overnight Person-Trips

29

Historic places

26 24

Cultural activities/attractions

23 15

Exceptional culinary experiences

16 9

Winery tours/Wine tasting

7

6

Traveling with grandchildren

7 6

Eco-tourism

6

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

80 76

Used Smartphone while traveling Posted travel photos/video online Read travel reviews online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Got travel advice Connected with others interested in travel

49 49 33 31 31 28 24 21 22 19 15 13 13 11 12 13

0

20

40

60

80

Percent

Poconos

US Norm

37


Online Social Media Use by Travelers (Cont’d) Base: Overnight Person-Trips

Used any social media for travel

80 76

Connected with others interested in travel

12 13

Tweeted about a trip

9

"Followed" a destination/attraction

9 9

Gave travel advice

9 8

Contributed travel reviews

8

11

10

Subscribed to a travel e-newsletter

6

Blogged about a trip

6 5

8

0

20

40

60

80

Percent

Poconos

US Norm

38


Organization Membership Base: Overnight Person-Trips

50

AAA 42

21

AARP

21

1

National Motor Club

4

1

Better World Club

3

0

20

40

60

Percent

Poconos

US Norm

39


Day Trip Detail


Day Trip Expenditures


Total Day Trip Spending — by Sector

Total Spending = $964 Million Retail 22% $217 Million

Recreation 32% $304 Million

Transportation 14% $132 Million

Food & Beverage 32% $311 Million

42


Average Per Person Expenditures on Day Trips — By Sector Base: Total Day Person-Trips

30

Dollars

20

10

$19

$19 $13 $8

0

Restaurant Food & Beverage

Recreation/ Sightseeing/ Entertainment

Retail Purchases

Transportation at Destination

43


Day Trip Characteristics


Main Purpose of Trip Base: Day Person-Trips

Marketable Trips 60%

Visiting friends/relatives Casino Touring Theme park Outdoors Shopping Special event City trip Ski/Snowboarding Resort Golf

33 10 10 9 9 8 6 3 2 2 2

Other business trip Conference/convention

2

Business-leisure

2

3

0

10

20

30

40

Percent 45


Main Purpose of Leisure Trip — The Poconos vs. National Norm Base: Day Person-Trips

Visiting friends/relatives Casino Touring Theme park Outdoors Shopping Special event City trip Ski/Snowboarding Resort Golf

33 37 10 5 10 11 9 3

9 6

8 8 6 8 3 8 2 <1 2 2 2 1

0

10

20

30

40

Percent

Poconos

US Norm 46


Main Purpose of Leisure Trip — The Poconos vs. National Norm Base: Day Person-Trips

3

Other business trip 6

2

Conference/convention 2

0

5

10

15

Percent

Poconos

US Norm 47


State Origin Of Trip

Base: Day Person-Trips

Pennsylvania

45

New York

25

New Jersey

24

Maryland

2

0

20

40

60

Percent 48


DMA Origin Of Trip

Base: Day Person-Trips

New York, NY/NJ/PA/CT

42

Wilkes Barre-Scranton, PA

20

Philadelphia, PA

19

Harrisburg-Lncstr-Leb-York, PA

5

Binghamton, NY

3

Pittsburgh, PA

2

Baltimore, MD

2

0

10

20

30

40

50

Percent 49


Season of Trip Base: Day Person-Trips

January-March

23

April-June

23

July-September

30

October-December

24

0

10

20

30

40

Percent 50


Size of Travel Party Base: Day Person-Trips

Poconos

2.3

US Norm

2.1

0

Total = 3.0

0.7

0.7

1

2

Total = 2.8

3

4

Average No. of People

Adults

Children 51


Activities and Experiences Base: Day Person-Trips

Shopping Casino Fine dining Theme Park Swimming Landmark/historic site National/state park Hiking/backpacking Museum Fishing Zoo Golf Camping Skiing/snowboarding

28 28 16

7 12 13 10

6 9

7 8 8 8

6

8

5 7

4 5 5 5

2

4

3 1

0

7

6

3

10

20

30

Percent

Poconos

US Norm

52


Activities and Experiences (Cont’d) Base: Day Person-Trips

Biking Fair/exhibition/festival Brewery Winery Bar/disco/nightclub Beach/waterfront Business Meeting Rock/pop concert Art gallery Theater Spa Boating/sailing Hunting Rafting

3

2

3

4

3

2

3 3 3

4

3 2 2 2 2 2

1 1

0

8 3

3

4

2 2 2 2 2 2

10

20

30

Percent

Poconos

US Norm

53


Activities of Special Interest Base: Day Person-Trips

20

Historic places

21 19

Cultural activities/attractions

19 7

Exceptional culinary experiences

11 6

Eco-Tourism

5 6

Winery tours/wine tasting

5 5

Traveling with grandchildren

5

0

5

10

15

20

25

Percent

Poconos

US Norm 54


Social Media Use by Travelers Base: Day Person-Trips

Used any social media for travel

72 72

Used Smartphone while traveling

43 44

Posted travel photos/video online

28 29

Looked at travel photos/video online

24 21

Read travel reviews online

24 25

Accessed travel deals/news/promotions

17 19

Connected to others interested in travel

13 12

Read a travel blog

13 12

0

20

40

60

80

Percent

Poconos

US Norm

55


Social Media Use by Travelers (Cont’d) Base: Day Person-Trips

Used any social media for travel

72 72

Got travel advice via social networking

13 10

"Followed" a destination/attraction

10 8

Gave travel advice via social networking

8 7

Contributed travel reviews online

8 8

Tweeted about a trip

6

Subscribed to a travel e-newsletter

6 5

8

Blogged about a trip

3 5

0

20

40

60

80

Percent

Poconos

US Norm

56


Organization Membership Base: Day Person-Trips

44

AAA 37

21

AARP

19

1

National Motor Club

3

<1

Better World Club

2

0

20

40

60

Percent

Poconos

US Norm

57


Demographic Profile of Visitors to The Poconos


Gender Base: Total Person-Trips to The Poconos

48

Male 48

52

Female 52

0

20

40

60

80

Percent

Day

Overnight 59


Age Base: Total Person-Trips to The Poconos

Average Day = 44.8

Average ON = 44.5

13

18-24

12 40

25-44

41 32

45-64

34 15

65 or older

13

0

10

20

30

40

50

Percent

Day

Overnight 60


Household Size Base: Total Person-Trips to The Poconos

16

1 member

20 35

2 members

31 18

3 members

21 16

4 members

15 15

5+ members

13

0

10

20

30

40

Percent

Day

Overnight 61


Household Income Base: Total Person-Trips to The Poconos

4

$150K +

5 16

$100-149.9K

19 14

$75K-99.9K

16 23

$50K-74.9K

20 43

Less than $49.9K

40

0

10

20

30

40

50

Percent

Day

Overnight 62


Marital Status Base: Total Person-Trips to The Poconos

59

Married/With Partner

63

28

Single/Never Married

25

13

Separated/Divorced/Widowed

12

0

20

40

60

80

Percent

Day

Overnight 63


Children in Household Base: Total Person-Trips to The Poconos

52

No children under 18

50

25

Any child between 13-17

21

25

Any child between 6-12

25

17

Any child under 6

20

0

20

40

60

80

Percent

Day

Overnight 64


Education Base: Total Person-Trips to The Poconos

9

Post-graduate

17 37

College graduate

42 27

Some college

23 25

High school or less

17

2

Other

1

0

10

20

30

40

50

Percent

Day

Overnight 65


Employment Base: Total Person-Trips to The Poconos

49

Full-time/Self-employed

48

11

Part-time

11

40

Not employed/Retired/ Other

41

0

25

50

75

Percent

Day

Overnight 66


Race Base: Total Person-Trips to The Poconos

88

White 83

7

African-American

7

5

Other

10

0

20

40

60

80

100

Percent

Day

Overnight 67


Hispanic Background Base: Total Person-Trips to The Poconos

94

No 93

6

Yes 7

0

20

40

60

80

100

Percent

Day

Overnight 68


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.

69


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.

70


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