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 â&#x20AC;&#x201D; 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 (Contâ&#x20AC;&#x2122;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 (Contâ&#x20AC;&#x2122;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