The Poconos 2010 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, using the MarketTools Inc. ZoomPanel™, 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 2010.
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 2010, the completion rate for those accessing the Travel USA® questionnaire was 91%.
For the 2010 travel year, this yielded :
136,453 overnight trips
68,443 day trips
For The Poconos, the following sample was achieved in 2010:
209,724 trips for analysis nationally:
946 trips:
605 overnight trips
341day 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 2010 Total Person-Trips = 22.6 Million
Day Trips 63% 14.3 Million
Overnight Trips 37% 8.3 Million
7
The Poconos’ Overnight Travel Market — by Trip Purpose
Overnight Person-Trips = 8.3 Million Leisure 91%
BusinessLeisure 3% Business 6%
8
Size of The Poconos’ Overnight Travel Market — Adults vs. Children
Overnight Person-Trips = 8.3 Million Adults 80% 6.4 Million
Children 20% 1.9 Million
9
The Poconos’ Day Travel Market — by Trip Purpose
Day Person-Trips = 14.3 Million Leisure 93%
BusinessLeisure 2% Business 5%
10
Size of The Poconos’ Day Travel Market — Adults vs. Children
Day Person-Trips = 14.3 Million Adults 77% 11.5 Million
Children 23% 2.8 Million
11
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending — by Sector
Total Spending = $1.2 Billion Lodging 44%
Food & Beverage 21%
$542 Million
$254 Million
Transportation 7% $91 Million
Recreation 12%
Retail 16% $199 Million
$152 Million
14
Average Per Person Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
80
Dollars
60
40 $65
20 $30
$24
$18
$11
0 Lodging
Restaurant Food & Beverage
Retail Purchases
Recreation/ Sightseeing/ Entertainment
Transportation at Destination
15
Average Per Person Expenditures on Overnight — by Trip Purpose Base: Total Overnight Person-Trips
300
Dollars
200
100 $134
$169
0
Leisure
Business
16
Average Per Party Expenditures on Overnight Trips — By Sector Base: Total Overnight Person-Trips
200
Dollars
150
100
$198
50
$93
$73
$55 $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
$454 $373
0
Leisure
Business
18
Overnight Trip Characteristics
Main Purpose of Trip Base: Overnight Person-Trips to The Poconos
Marketable Trips 53%
Visiting friends/relatives Outdoor Resort Touring Casino Theme park Ski/Snowboarding Special event City trip
38
11 11 7 7 6 5 5 1
Conference/convention Other business trip
3 3
Business-leisure
3
0
10
20
30
Percent
40
50 20
Main Purpose of Leisure Trip — The Poconos vs. National Norm Base: Overnight Person-Trips
Visiting friends/relatives Outdoor Resort Touring Casino Theme park Ski/snowboarding Special event City trip Cruise
38 44 11 6 11 4 7 8 7 5 6 3 5 1 5 8 1 4 <1 2
0
10
20
30
40
50
Percent
Poconos
US Norm 21
Main Purpose of Business Trip â&#x20AC;&#x201D; The Poconos vs. National Norm Base: Overnight Person-Trips
3
Conference/Convention 4
3
Other business trip 8
0
5
10
15
Percent
Poconos
US Norm 22
State Origin Of Trip
Base: Overnight Person-Trips to The Poconos
Pennsylvania
30
New Jersey
24
New York
23
Virginia
3
Maryland
3
Florida
3
Connecticut
2
South Carolina
2
0
10
20
30
40
Percent 23
DMA Origin Of Trip
Base: Overnight Person-Trips to The Poconos
New York, NY
41
Philadelphia, PA
22
Wilkes Barre-Scranton, PA
9
Harrisburg-Lncstr-Leb-York, PA
3
Baltimore, MD
2
Pittsburgh, PA
2
Washington, DC
1
Chicago, IL
1
Binghamton, NY
1
0
10
20
Percent
30
40
50 24
Season of Trip Base: Overnight Person-Trips to The Poconos
January-March
21
April-June
24
July-September
33
October-December
22
0
10
20
30
40
Percent 25
Method of Planning Trip Base: Overnight Person-Trips
80
Percent
60
40 55
20
41
43
1
0 Internet
4
Travel Agent
Poconos
5
51
7
Other
None
US Norm 26
Method of Booking Trip Base: Overnight Person-Trips
80
Percent
60
40 62 53
20
35
41
1
0 Internet
4
Travel Agent
Baltimore
2
3
Other
None
US Norm 27
Total Nights Away on Trip Base: Overnight Person-Trips
Average The Poconos = 3.1
Average US Norm = 3.6 Nights
1 night
27 26
2 nights
27
34 19
3-4 nights
24 10 10
5-6 nights
9
7-13 nights
10 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 = 2.5
1 night
38
2 nights
31
3-4 nights
17
5-6 nights
7
7 + nights
7
0
10
20
30
40
Percent 29
Size of Travel Party Base: Overnight Person-Trips
Poconos
2.7
US Norm
0.8
2.2
0
Total = 2.8
0.6
1
2
Total = 3.5
3
4
Average No. of People
Adults
Children 30
Transportation Base: Overnight Person-Trips
90
Own car/truck
76
Rental car
5
Plane
5
11 18 3
Bus
4 3
Camper, R.V
2
Bicylce
<1
1
Train
1
Taxi Cab
1
3 5
0
20
40
Poconos
Percent
60
80
100
US Norm 31
Accommodation Base: Overnight Person-Trips
Friends/relatives' dwelling (not paid for) Resort hotel Other hotel Motel Own condo/apartment/cabin/second home Campground/trailer park/RV park Time share Other Rented cottage/cabin Country inn/lodge Bed & breakfast Rented home/condo/apartment
28 13
17 13
4
14
6 5
2 5
7
4
2
4
1 2
0
26
8
3
1
30
18
3
2
10
20
30
40
Percent
Poconos
US Norm
32
Activities and Experiences Base: Overnight Person-Trips
Shopping Swimming Fine dining Casino Bar/Disco/Nightclub Theme park National/State park Camping Landmark/Historic site Hiking/Backpacking Beach/Waterfront
32 31 20 13 18 21
13 11 12 11 11 5 11 10 9 5 9 11 8 5 8 14
0
10
Poconos
20
Percent
30
US Norm
40 33
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Overnight Person-Trips
Skiing/Snowboarding Fishing Museum Spa Dance Winery Golf Boating/Sailing Fair/Exhibition/Festival Theater Pro/College sports event Biking
7 1 7 5 6 9 5 3 5 4 4 3 4 3 3 4 3 4 3 5 3 3 3 3
0
10
Poconos
20
Percent
30
US Norm
40 34
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Overnight Person-Trips
Zoo Convention/conference Mountain climbing Art gallery Rafting Business meeting Rock/Pop concert Brewery Tennis Trade show Motorcycle touring Hunting
2 3 2 3 2 1 2 4 1 1 1 5 1 2 1 2 1 1 1 1 1 1 1 1
0
10
Poconos
20
Percent
30
US Norm
40 35
Activities of Special Interest Base: Overnight Person-Trips
16
Cultural activities/attractions
17 15
Historic places
19 8
Exceptional culinary experiences
9
Traveling with grandchildren
4
Winery tours/Wine tasting
4
5
3 4
Eco-tourism
4
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
37 41
Read travel reviews online
13 14
Posted travel photos/video online
12 14
Used Smartphone while traveling
8
Looked at travel photos/video online
7
10 9
Subscribed to a travel e-newsletter
6 5
Accessed travel news/events/deals/promotions
5 6
0
10
20
30
40
50
Percent
Poconos Travelers
US Norm
37
Online Social Media Use by Travelers (Contâ&#x20AC;&#x2122;d) Base: Overnight Person-Trips
Used any social media for travel
37 41
Blogged about a trip Read a travel blog "Followed" a destination/attraction Contributed travel reviews online Got travel advice Gave travel advice Connected with others interested in travel Tweeted about a trip
5 4 5 7 5 4 5 4 4 6 4 6 3 5 1 2
0
10
20
30
40
50
Percent
Poconos Travelers
US Norm
38
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending â&#x20AC;&#x201D; by Sector
Total Spending = $0.8 Billion
Recreation 34%
Retail 28% $212 Million
$260 Million
Transportation 11% $85 Million
Food & Beverage 27% $203 Million
41
Average Per Person Expenditures on Day Trips â&#x20AC;&#x201D; By Sector Base: Total Day Person-Trips
30
Dollars
20
10
$18
$15
$14 $6
0 Recreation/ Sightseeing/ Entertainment
Retail Purchases
Restaurant Food & Beverage
Transportation at Destination
42
Day Trip Characteristics
Main Purpose of Trip* Base: Day Person-Trips to The Poconos
Marketable Trips 59%
Visiting friends/relatives Casino Special event Shopping Touring Outdoors Resort Ski/Snowboarding Theme park City trip
34 15 9 9 8 8 3 3 3 <1
Conference/convention Other business trip
1 5
Business-leisure
2
0
10
20
Percent
30
40 44
* Not comparable to 2008 data. Shopping added as trip type in 2010.
Main Purpose of Leisure Trip â&#x20AC;&#x201D; The Poconos vs. National Norm Base: Day Person-Trips
Visiting friends/relatives Casino Special event Shopping Touring Outdoors Resort Ski/Snowboarding Theme park City trip Cruise
34 35
15 6
9 9 9 10 8 10 8 6 3 1 3 1 3 3 <1 6 <1 1
0
10
20
30
40
Percent
Poconos
US Norm 45
Main Purpose of Leisure Trip â&#x20AC;&#x201D; The Poconos vs. National Norm Base: Day Person-Trips
1
Conference/convention 2
5
Other business 8
0
5
10
15
Percent
Poconos
US Norm 46
State Origin Of Trip
Base: Day Person-Trips to The Poconos
Pennsylvania
56
New Jersey
24
New York
14
Connecticut
1
Ohio
1
Maryland
1
0
20
40
60
Percent 47
DMA Origin Of Trip
Base: Day Person-Trips to The Poconos
New York, NY/NJ/PA/CT
36
Philadelphia, PA
34
Wilkes Barre-Scranton, PA
21
Harrisburg-Lncstr-Leb-York, PA
2
Pittsburgh, PA
2
0
10
20
30
40
Percent 48
Season of Trip Base: Day Person-Trips to The Poconos
January-March
23
April-June
26
July-September
27
October-December
24
0
10
20
30
40
Percent 49
Size of Travel Party Base: Day Person-Trips
Poconos
2.2
0.6
Total = 2.8
US Norm
2.2
0.5
Total = 2.7
0
1
2
3
4
Average No. of People
Adults
Children 50
Activities and Experiences Base: Day Person-Trips
Casino Shopping Golf Fine dining Skiing/snowboarding Hiking/backpacking Swimming Fair/exhibition/festival National/state park Theme Park Landmark/historic site Bar/disco/nightclub Fishing
19 8 18 23 13 1 7 11 5
1 5 4 5 3 5 5 5 5 4 3 4 7 3 4 3 3
0
10
20
30
Percent
Poconos
US Norm
51
Activities and Experiences (Contâ&#x20AC;&#x2122;d) Base: Day Person-Trips
Boating/sailing Camping Pro/college sports event Theater Business Meeting Museum Winery Hunting Tradeshow Beach/waterfront Art gallery Zoo Dance
3 2 2 2 2 2 2 2 2
5 1 5 1 2 1 1 1 1 1 8 1 3 1 3 1 1
0
10
20
30
Percent
Poconos
US Norm
52
Activities of Special Interest Base: Day Person-Trips
12
Historic places
14 10
Cultural activities/attractions
12 3
Winery tours/wine tasting
2 3
Eco-Tourism
3 2
Traveling with grandchildren
3
2
Exceptional culinary experiences
5
0
5
10
Poconos
Percent
15
20
25
US Norm 53
Social Media Use by Travelers Base: Day Person-Trips
Used any social media for travel
35 36
Used Smartphone while traveling
8 8
Posted travel photos/video online
12 11
Read travel reviews online
9
11
Accessed travel deals/news/promotions
9 6
Read a travel blog
7 6
Looked at travel photos/video online
8 8
Connected to others interested in travel
5 5
0
10
20
30
40
50
Percent
Poconos Travelers
US Travelers
54
Social Media Use by Travelers (Contâ&#x20AC;&#x2122;d) Base: Day Person-Trips
Used any social media for travel
35 36
Got travel advice via social networking
4 6
Subscribed to a travel e-newsletter
6 5
Gave travel advice via social networking
2
6
Blogged about a trip
1 4
"Followed" a destination/attraction
3 3
Contributed travel reviews online
3 3
Tweeted about a trip
1 2
0
10
20
30
40
50
Percent
Poconos Travelers
US Travelers
55
Demographic Profile of Visitors to The Poconos
Gender Base: Total Overnight Person-Trips to The Poconos
56
Female 55
44
Male 45
0
20
40
60
80
Percent
Day
Overnight 57
Age Base: Total Overnight Person-Trips to The Poconos
Average Day = 46.5
Average ON = 43.9
9
18-24
16 38
25-44
37 40
45-64
36 13
65 or older
11
0
10
20
30
40
50
Percent
Day
Overnight 58
Household Size Base: Total Overnight Person-Trips to The Poconos
17
1 member
20 31
2 members
26 20
3 members
16 21
4 members
23 11
5+ members
15
0
10
20
30
40
Percent
Day
Overnight 59
Household Income Base: Total Overnight Person-Trips to The Poconos
6
$150K +
12 17
$100-149.9K
20 18
$75K-99.9K
19 25
$50K-74.9K
20 26
$25K-49.9K
22 8
Less than $25K
7
0
10
20
30
40
Percent
Day
Overnight 60
Marital Status Base: Total Overnight Person-Trips to The Poconos
72
Married/With Parnter 63
21
Single/Never Married
29
7
Separated/Divorced/Widowed
8
0
20
40
60
80
Percent
Day
Overnight 61
Children in Household Base: Total Overnight Person-Trips to The Poconos
62
No children under 18
53
15
Any child between 13-17
23
19
Any child between 6-12
21
20
Any child under 6
20
0
20
40
60
80
Percent
Day
Overnight 62
Education Base: Total Overnight Person-Trips to The Poconos
15
Post-graduate
15 37
College graduate
38 28
Some college
28 19
High school or less
16 1
Other
2
0
10
20
30
40
50
Percent
Day
Overnight 63
Employment Base: Total Overnight Person-Trips to The Poconos
48
Full-time/Self-employed
51
13
Part-time
13
39
Not employed/Retired/ Other 36
0
25
50
75
Percent
Day
Overnight 64
Race Base: Total Overnight Person-Trips to The Poconos
91
White
89
5
African-American
4
4
Other
7
0
20
40
60
80
100
Percent
Day
Overnight 65
Hispanic Background Base: Total Overnight Person-Trips to The Poconos
5
Yes 5
95
No 95
0
20
40
Day
Percent
60
80
100
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
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