Executive Summary Charts & Graphs Appendix
INSIGHTS THAT TAKE YOU PLACES
Year-End 2016-2018 Visitor Profile. An Inside Look at the Total Travel Market Travel Market in Centre County, PA
D. K. Shifflet 1749 Old Meadow Rd, Suite 425 McLean, Virginia 22102 Tel.: +1.703.536.8500 www.dksa.com
Vicki Allen Research Manager
June 2019
Executive Summary This report compares Centre County, PA traveler market during 2016–2018 to the 2013-2015 time periods and to the average US Total traveler. Centre County, PA travelers can be characterized as mature, white, retired, resident travelers who stay with and visit friends/relatives and to attend/participate in amateur sports.
Half of visitors to Centre County come for a day trip, and those that stay overnight stay predominantly in Hotels.
Centre County, PA 2016-2018 Highlights: ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪
▪
Age: middle aged and older travellers. GenX and Boomer generation increased while Millennials declined. Income: Slightly higher average household than the US average; majority over $75K Lifestages: Mature travel parties, especially Affluent Mature, account for the majority of their visitors. Employment: A third of Centre County, PA visitors are retired, higher than the US average. Education: level of college education among total travelers higher than US average Accommodation: majority of overnight travelers stay at paid hotel/motels (Mid-Level and Economy), followed by non-paid accommodations like a friend/relative’s home. Purpose of Stay: majority travel for the purpose of Other Personal Leisure, Visit Friends/ Relatives, and Special Events Activity: the top activities for Centre County travelers are visiting friends/relatives, shopping, culinary/dining experiences, attending/participating in amateur sports and nightlife. Length of Stay: Centre County, PA total travelers stay slightly shorter than travelers to the US average destination. Half of visitors are day visitors followed by 21% staying 2 nights.
STUDY SPECIFICATIONS
3
Travel definition: An overnight trip or any day-trip greater than 50 miles one-way from home. Sampling Frame: All U.S. domestic travelers during 2016-2018 in Centre County, PA. Timeframe: Travel Years 2016-2018 compared to 2013-2015
Executive Summary
Centre County, PA 2016-2018 Highlights: ▪ ▪ ▪
▪
4
*small sample size
Traveling Party: single adults and one male/ one female Timing: Centre County receives most of its visitors in the Fall (with peaks in October, November and August) Origin: Pennsylvania is the primary top origin state for Centre County, PA; followed by Maryland, Florida*, and New Jersey. – Centre County, PA experienced a decline in travelers from PA but an increase from other its other top 5 markets (Maryland, Florida*, New Jersey, New York, and Massachusetts). – Centre County’s travelers almost exclusively arrive by auto – traveling 172 miles on average an increase over the previous time period. Ratings: Centre County received higher Overall Satisfaction, Value-For-The-Money, Friendly/Helpful People, and Feeling of Safety ratings than the average US destination – Centre County received lower satisfaction ratings on Likely to Recommend compared to the average US Destination.
Destination Market Share Centre County, PA has experienced an increase share in across all four travel metrics – Stays, Person-Stays, Person-Days, and Trip-Dollars in 2016-2018 compared to the previous time period. Centre County, PA total travel parties (or Stays) represent 0.10% of the US travel market. People often travel together with family, friends or with other groups. Thus, the Stays metric takes into account how many distinct groups of travelers came to the destination.
how long they stayed. Centre County, PA total travelers (or Person-Stays), the main focus of this report, represent 0.09% of the US Total travel market – slightly lower than measured in travel parties which is a result of either a lower average travel party size than the US (given that the average travel party size remained the same at the National level) or the average travel party size on the US level is smaller than the average travel party size of the Centre County travel market.
Centre County’s PA travelers (or Person-Stays), the main focus of this report, represent 0.09% of the US travel market. PersonStays indicate how many people came to the destination, but not
Centre County, PA Market Share of U.S. Travel
2016-2018 (%) • CENTRE COUNTY, PA N = 342 HOUSEHOLD COUNT
2013-2015 0.10 0.08
0.08
2016-2018
0.09
0.08 0.06
Stays Centre County, PA Total Travel is percentaged off US Total Travel
Person-Stays
Person-Days
0.05
0.06
Centre County experienced the largest increase in shares of stays an indication of more distinct groups of travelers coming to Centre County and in person-days in 2016-18 compared to the previous time
Trip-Dollars
5
Destination Market Share The Person-Days metric is simply the total number of days that visitors contributed to Centre County, PA. Centre County total travelers by person-days represent 0.08% of the US Total market share. Again, a slightly lower share than in Person-Stays which can be attributed to changes in Centre County number of visitors, changes in length of stay of these visitors, changes in party composition shares, and/or changes in the day/ overnight mix relative to the US.
travel parties, number of persons, number of days, number of people in the Stays, length of stay, and individual traveler spending but also be related to changes in travel party composition, purpose of trip, activity participation levels, or accommodation choice.
Centre County, PA traveler spending (or Trip-Dollars) represent 0.06% of the US travel market in 2016-18. Contrary to the contribution of number of trips or number of days spent in a destination, the Trip-Dollars metric represents the monetary worth of travelers. Changes in Direct Spending can not only be influenced by ALL other travel measures including number of
6
Demographics Who are Centre County visitors?
Centre County visitors can be described in three ways; basic demographics, lifestages and by generation. Centre County’s total travelers are older than US travelers on average in (51 vs 49 years). The majority of Centre County visitors are in the 55 years and older age group followed by nearly one-third of travelers between 35-54 years of age. There has been a decline in travelers younger than 55 compared to the previous time period. Those 55 years or older is the largest segment of Centre County, PA travelers representing 50% of travel parties and 46% in tripdollars. Even though they represent the largest share of trip-dollars,
the younger age segments of 35-54 and 18-34, are more profitable in that their share of trip-dollars is higher than their share of stays. Centre County attracts a lower share of travelers with children in household (26% vs. 34%) and a higher share of those who are retired (33% vs 22%). Centre County visitors have a higher median income than the average US destination ($83.5K vs. $79.1K) fueled by higher shares of travelers with annual household incomes of $100K+ (42% vs. 37%).
How do Centre County visitors compare?
US
Centre County
49 years
51 years
Employed
64%
61%
Retired
22%
33%
Median Income (000)
$79.1
$83.5
Children in Household
34%
26%
Generations: Millennial/GenZ GenX Boomer Silent/GI
28% 29% 36% 7%
21% 26% 46% 8%
Average Age
GLOSSARY Add text
7
Demographics DKSA Lifestage Definitions DKSA combines the three variables most likely to discriminate between travelers into seven Lifestages. These include age, household income and whether or not children are present in the household. These segments are generally used for promotion development and targeting.
The majority of Centre County visitors (6 out of 10) are presented by Lifestages without children in the household in 2016-2018. The chart to the right shows Affluent Mature (28%) and the Moderate Mature (16%) lifestages contribute the most in travel party shares to Centre County, PA tourism.
Visitors in the Affluent Mature Lifestage contribute the most in Trip Dollars (32%) but two family lifestages contribute more in trip-dollars than in stays, making them more profitable. Affluent Families make up 12% of Stays and 15% of Trip-Dollars, also Young Families 5% of Stays and 9% of Trip Dollars. These lifestages contribute slightly more in Trip-Dollars to Centre County’s economy than they represent in travel party shares which makes them the most profitable segments.
Head of HH Age (years)
HH Income
Children <18 in HH
Young & Free
18-34
Any
No
Young Family
18-34
Any
Yes
Mature & Free
35-54
Any
No
Moderate Family
35-54
Under $75K
Yes
Affluent Family
35-54
$75K+
Yes
Moderate Mature
55+
Under $60K
No
Affluent Mature
55+
$60K+
No
Lifestage
Centre County, PA TOTAL 2016-2018 (%)
80
Stays
60 40 20 0
Trip-Dollars
Most profitable segments Affluent Mature Affluent Family Maturing & Free Young Family Least profitable segment Moderate Family Moderate Mature Young & Free GLOSSARY
Trip Dollars: A comparison of Trip-Dollars (Direct Spending) to Stays allows for the analysis of the financial contribution a certain segment of travelers makes to a destination
8
Origin Markets Where do Centre County visitors come from?
Centre County, PA Origin DMAs
Over two-thirds of Centre County’s total tourism is provided by instate travelers. Maryland, Florida*, New Jersey and New York round out the top five origin states to Centre County.
TOTAL PERSON-STAYS 2016-2018 (%)
The top ten states produce 83% of Centre County’s total visitors. Centre County draws its visitors from all the Pennsylvania DMAs, followed by Mid-Atlantic DMAs such as Baltimore* and New York. The top 7 DMAs account for 75% of Centre County’s total travelers.
Johnstown-Altoona, PA Philadelphia, PA Harrisburg-Lancaster-Lebanon-York, PA Pittsburgh, PA Wilkes Barre-Scranton, PA Baltimore, MD* New York, NY
18.3% 15.2% 13.6% 9.8% 8.9% 4.8% 4.6%
As Centre County draws the majority of its visitors from Pennsylvania and surrounding states, it is not surprising that more than 9 out of 10 of Centre County, PA travelers arrive by auto, a higher share than the US. When at the destination, the majority uses a personal car (73%), company/work vehicle (7%), or rental vehicle (6%) as primary mode of transportation. Hardly any of Centre County travelers take the chance to walk when within the destination.
68% of Centre County PA’s tourism provided by in-state travelers Centre County Top 3 Markets Pennsylvania (↓ 5ppt over 2013-15) Maryland* (↑ 3ppt over 2013-15) Florida* (↑ 3ppt over 2013-15) Johnstown-Altoona, PA DMA Philadelphia, PA DMA Harrisburg-LancasterLebanon-York, PA DMA
*small sample size
9
Travel Purpose Why do travelers visit Centre County, PA? Centre County, PA draws over two-thirds of its visitors for NonVacation Leisure Travel Purposes, Other Leisure/Personal (25%), Visit Friends/Relatives (20%), and Special Event (14%). Another 12% of visitors come for Business Group Meetings. Despite the high shares of stays, travelers for Other Leisure/Personal do not contribute as much to Centre Countyâ&#x20AC;&#x2122;s spending base, and thus lose in value (21% in Stays represent 18% in Trip-Dollars).
represent 6% in Trip-Dollars). Each of these purposes represent more in Trip-Dollar percentages than Stays. Compared to the U.S., Centre County attracts fewer shares of travelers of Vacationers and higher shares of Business Group Meetings and Other Leisure/Personal travelers.
The most valuable segment of travelers visiting Centre County are Business Meetings (16% in Stays represent 19% in Trip-Dollars), Transient Business (12% in Stays represent 15% in Trip-Dollars) and Getaway Weekends for Getaway Weekend (4% in Stays Centre County, PA Purpose of Travel TOTAL PERSON-STAYS 2016-2018 (%) Group Meeting Visit Friends/Relatives Seminar, Class, Training
Transient Business Special Event Other Leisure/Personal
Getaway Weekend - Night Convention, Show, Conference
General Vacation - Night Medical/Health Care
30 20
Top Centre County Purpose Other Leisure/Personal Visit Friends/Relatives Special Events Most profitable segment Business Group Meeting Getaway Weekends
10
0
U.S.
Centre County, PA
10
Spending How much do travelers spend on their stay in Centre County? Total average daily spending (including transportation) by visitors to Centre County, PA was $101 per person per day â&#x20AC;&#x201C;$25 less than travelers to the U.S. average destination. There was an increase in spending in the expenditure categories of Transportation (up $4), Food & Beverage (up $2), and Lodging (up $1) and declines in Shopping (down $7) and Entertainment (down $1). The increases in Transportation was greater than that of the U.S. average destination. The decreases in Shopping have been seen recently across all U.S average destinations but the decline in Centre County was larger than the average U.S.
destination.
The majority of the daily expenditure spend was on Transportation (32%), Food & Beverage (28%), Lodging (21%), Shopping (10%), followed by Entertainment & Recreation (7%), and Other Expenses (3%) Centre County, PA.
Per-Person-Per-Day-Spending TOTAL PERSON-DAYS 2016-2018 (%)
Transportation 60
Lodging $126 avg.
Food
Shopping
Entertainment
Miscellaneous
$101 avg.
40 20 0 US
Centre County, PA
Highest Spending Categories Transportation Food & Beverage Lodging
11
Accommodations Where do Centre County visitors stay? Paid Hotels are the accommodation of choice for Centre County visitors (65%). One-Third of Centre County travelers stay in Mid Level and another 18% stay in Economy hotels. The share of travelers staying in Mid-Level hotels grew since 2013-2015.
Naturally, Centre County’s travelers who stay in Mid-Level and High End hotels are especially worthy target as they generate slightly higher shares of Trip-Dollars (13% and 40%, respectively) than in Stays (5% and 13%, respectively).
Nearly a quarter of travelers stay in a friend/relative’s home. Those who stay in Non-Paid Lodging stay with Friends/Relatives and do not contribute as much in monetary value to the destination as they represent in Stays share. Travelers staying in High-End and MidLevel hotels are Centre County’s most profitable accommodation segments. Centre County, PA Total Accommodations OVERNIGHT PERSON-STAYS 2011-2014 (%)
Non-Paid Lodging, 24% Paid Hotel, 65%
Mid-Level, 33%
Those who stay in hotels, choose mainly Mid Level, followed by Economy level
Economy, 18% Paid Non-Hotel, 11%
High-End, 7% Other Hotel, 7%
Visitors staying in High-End and Mid-Level Hotels contribute the most to the economy
12
Timing How long do Centre Countyâ&#x20AC;&#x2122;s visitors stay?
When do travelers visit Centre County?
Half of Centre County travelers are day visitors. Centre County attracts higher share of visitors who stay two nights (21%) than the average US destination (12%). Centre Countyâ&#x20AC;&#x2122;s average length of stay has increase slightly from 1.74 days to 1.85 days, this is a reverse of the trend among the average US destination for shorter average length of stays. The is due to the decrease in day trips and an increase in visitors staying longer. Encourage longer stays of at least two nights or more as they are more profitable.
Centre County receives most of their visitors in the Fall months with October and November being the peak months followed by August. Even though over a third of stays in Centre County are during the fall months they are not as profitable according to Trip-Dollars. The Fall is important time of year because it accounts for the largest portion of Trip-Dollars, but visitors in the Spring and Summer are more profitable due to higher contributions of trip-dollars compared to stays.
Half travel parties are day visitors Top Travel Months Oct and Nov Bottom Travel Months Feb and Mar
13
Satisfaction and Value How do Centre County visitors rate the destination?
Value for the Money
Respondents are asked to rate their overall satisfaction with the destinations they visit and on the overall value-for-the-money the destination provides. Ratings are on a 10-point scale, where 1 is low or ‘poor’ and 10 is high or ‘excellent’.
TOTAL PERSON-STAYS 2016-2018 (%) US
70
Visitors report strong satisfaction (8.6) with their Centre County, PA stay but also similar high value-for-the-money (8.2) average ratings in 20162018; although both decreased by 0.1 and 0.4 points, respectively, compared t the previous time period.
27 2
TOTAL PERSON-STAYS 2016-2018 (%) Centre County, PA
76
2
30
Fair/Good (4-7)
Excellent (8-10)
The lowest scores were in “Likely to Recommend” with an average score of 8.2 down from 8.6 in the 2013-15 time period and less than the average US destination.
Overall Satisfaction
23
70
0
Poor (1-3)
US
Centre County
80
19
Centre County rated higher than the average U.S. destination on attributes “Feeling of Safety”. Centre County’s hotel sector, received higher averages among those staying in Paid Hotel/Motels for satisfaction (8.5) and value (8.4) than the destination as a whole. Only the friendly/helpful staff service in Centre County’s lodging industry was rated slightly higher than its satisfaction and value.
0
Poor (1-3)
Fair/Good (4-7)
Excellent (8-10)
14
Charts and Graphs Centre County, PA Year-End 2016-2018 Visitor Profile
15
How to Read the Report Charts Chart Title
Destinations analyzed in the chart
Chart Section
Chart Legend Destination & Travel Segment
Chart Number (e.g. 12) Travel Year (e.g. 2011-2014) Chart Segment (if available, e.g. Total) Data Metric (e.g. Person-Stays) Data Unit (e.g. % or $) Centre Countyâ&#x20AC;&#x2122; Total sample size Glossary or additional explanations
16
Centre County, PA Share of U.S. Travel Segments 2013-2015
0.10 0.08
0.08
MARKET SHARE 2016-2018
0.09
0.08
0.06
Stays
Person-Stays
Chart 1 • Segment: 2016-2018 Total (%) • Centre County, PA N = 342 household count
Person-Days
0.05
0.06
Trip-Dollars
Age Distribution: U.S. and Centre County, PA
DEMOGRAPHICS 18-34 years
Average
49
U.S.
51
Centre County, PA
35-54 years
24
20
55 + years
36
32
Chart 2 • Segment: 2016-2018 Total Person-Stays (%) • Centre County, PA N = 342 household count
40
47
Centre County, PA Avg. Party per Trip Spending by Age
286 268
Centre County, PA
DEMOGRAPHICS
278 255
18-34 years
35-54 years
55+ years
Chart 3 • Segment: 2016-2018 Total Stays ($) • Centre County, PA N = 342 household count GLOSSARY Average Party per Trip Spending Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.
Centre County, PA Age Comparison
DEMOGRAPHICS
Stays Based
Trip-Dollars Based
50 46
31
29
23
21
18-34 years
35-54 years
Chart 4 • Segment: 2016-2018 Total (%) • Centre County, PA N = 342 household count
55+ years
Racial Distribution: U.S. and Centre County, PA White
Black
U.S.
Centre County , PA
Asian
DEMOGRAPHICS
Native Hawaiian or other Pacific Islander
79
Native American or Alaska Native
11
94
Chart 5 • Segment: 2016-2018 Total Stays ($) • Centre County, PA N = 342 household count
6 13
Other/Mixed
5
4 2 21
Hispanic Origin: U.S. and Centre County, PA
DEMOGRAPHICS Hispanic, Latino/Spanish
U.S.
Centre County, PA
14
1
Chart 6 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Sexual Orientation: U.S. and Centre County, PA Gay/Lesbian (GLBT)
U.S.
DEMOGRAPHICS Heterosexual/Straight
4
Centre County, PA 1
Chart 7 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Other/Prefer not to answer
92
96
4
3
Distribution of Children in Household: U.S. and Centre County, PA No Children
U.S.
Centre County, PA
5 years old or younger
66
DEMOGRAPHICS 6-12 years old
13-17 years old
14
74
19
7
11
15
13
Chart 8 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Sum exceeds 100% due to multiple-children households.
GLOSSARY
Household Income Distribution: U.S. and Centre County, PA Under $50,000
$50,000 - $74,999
DEMOGRAPHICS $75,000 - $99,999
U.S.
29
18
Centre County, PA
30
16
Chart 9 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
$100,000-$149,999
16
12
19
22
$150,000+
18
20
Lifestage Distribution: U.S. and Centre County, PA Young & Free
Young Family
Maturing & Free
U.S.
14
Centre County, PA
15
DEMOGRAPHICS Moderate Family
10
5
16
15
Affluent Family
8
2
15
Chart 10 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family
13
Moderate Mature
Affluent Mature
12
16
24
28
Centre County, PA Avg. Party per Trip Spending by Lifestage
DEMOGRAPHICS
523
307
305 273
268 219
174
135
Centre County, PA
Young & Free
Young Family
Maturing & Free
Moderate Family
Chart 11 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family
Affluent Family
Moderate Mature Affluent Mature
Centre County, PA Lifestage Comparison
DEMOGRAPHICS
Stays Based
Trip-Dollars Based
29 16
32
19 15
14
15
12
9 5
Young & Free
Young Family
2 Maturing & Free
15 11
1
Moderate Family
Chart 12 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family
Affluent Family
Moderate Mature
Affluent Mature
Traveler Generation Distribution: U.S. and Centre County, PA Millennials/GenZ
GenXers
U.S.
Centre County, PA
DEMOGRAPHICS Boomers
28
21
Silent/GI
29
26
Chart 13 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
36
46
7
8
Centre County, PA Avg. Party per Trip Spending by Generation
DEMOGRAPHICS
320 288 268
Centre County, PA
Millennials/GenZ
258
257
GenXers
Boomers
Chart 14 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Silent/GI
Centre County, PA Traveler Generation Comparison Stays Based
Trip-Dollars Based
48
21
24
24
DEMOGRAPHICS
45
24
8
Millennials/GenZ
GenXers
Chart 15 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Boomers
7
Silent/GI
Origin Divisions for Travel to Centre County, PA
TRIP ORIGIN
WA
MT
ME
ND
OR
VT
MN ID
SD
WI
WY NV
CA
UT
IL
CO
NC SC
AL
GA
LA
FL HI
Chart 16 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size
NJ DE
VA
AR
TX
MA RI CT
WV
TN
MS AK
MD
KY
OK
NM
OH
IN
MO
KS
AZ
PA
IA
NE
NH
NY
MI
LEGEND Pacific 1.2% Mountain 0.3% West North Central 0.4% West South Central 0.1% East North Central 4.0% East South Central 0.9% New England 3.8% Middle Atlantic 74.4% South Atlantic 14.9%
Top Origin States to Centre County, PA
TRIP ORIGIN
WA MT
ME
ND
OR
VT
MN ID
SD
WI
WY NV
CA
IL CO
VA NC
AR
SC
TX
AL
GA
LA
FL
HI
Chart 17 • Segment: 2016-2018 Total Stays (%) • Centre County, PA N = 342 household count Use caution—small sample size
NJ MD DE
WV
TN
MS AK
OH
KY
OK
NM
IN
MO
KS
AZ
PA
IA
NE UT
NY
MI
NH MA RI CT
LEGEND 67.5% Pennsylvania 4.8% Maryland 4.3% Florida 4.1% New Jersey
2.8% New York 2.4% Massachusetts 2.0% Illinois 1.9% Ohio
Top Origin DMAs to Centre County, PA
TRIP ORIGIN U.S.
Centre County, PA
Johnstown-Altoona, PA
0.3%
18.3%
Philadelphia, PA
2.5%
15.2%
Harrisburg-Lancaster-Lebanon-York, PA
0.6%
13.6%
Pittsburgh, PA
0.9%
9.8%
Wilkes Barre-Scranton, PA
0.5%
8.9%
Baltimore, MD*
1.0%
4.8%
New York, NY*
5.4%
4.6%
Tampa-St. Petersburg, FL*
1.6%
3.1%
Washington, DC*
2.0%
2.5%
Boston, MA*
2.3%
2.0%
Top 10 Sum
17.1%
82.8%
Chart 18 • Segment: 2016-2018 Total Person-Stays • Centre County, PA N = 342 household count * Small sample size
Centre County, PA Avg. Party per Stay Spending by Origin DMA Centre County, PA
TRIP ORIGIN 268
New York, NY
499
Philadelphia, PA
341
Pittsburgh, PA
245
Baltimore, MD*
232
Wilkes Barre-Scranton, PA
205
Harrisburg-Lancaster-Lebanon-York, PA
Johnstown-Altoona, PA
199
129
Chart 19 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Centre County, PA Origin DMA Comparison Stays Based
Trip-Dollars Based 17
Johnston-Altoona, PA
8
16
Harrisburg-Lancaster-Lebanon-York, PA
12 13
Philadelphia, PA
17 10
Pittsburgh, PA
8 9
Wilkes-Barre-Scranton, PA
Baltimore, MD
New York, NY
TRIP ORIGIN
6
5 4 4
7
Chart 21 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *small sample size
Main Mode of Transportation: U.S. and Centre County, PA Air
U.S.
Centre County, PA
TRANSPORTATION Auto
7
3
Chart 22 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Other
88
94
4
3
Travel Distance by Auto: U.S. and Centre County, PA 100 miles or less
TRANSPORTATION
101-200 miles
U.S.
Centre County, PA
201-300 miles
50
43
Chart 23 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
301-500 miles
21
501+ miles
9
42
8
12
5
3
7
Travel Distance by Air: U.S. and Centre County, PA 300 miles or less
U.S.
Centre County, PA
TRANSPORTATION 301-700 miles
9
25
701-1,000 miles
1,001+ miles
20
54
Chart 24 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size
45
19
27
Centre County, PA Month Trip Started
TRIP TIMING
13 10 7
Jan
5
5
Feb
Mar
8
8
8
8
Apr
May
Jun
Jul
Chart 25 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
12
9 7
Aug
Sep
Oct
Nov
Dec
Planning Time Frame by Trip Segments: U.S. and Centre County, PA Less than a week
1 to 3 weeks
U.S.
Centre County, PA
1 month
TRIP TIMING 2-3 months
33
20
4-5 months
32
34
Chart 29 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
6+ Months
15
14
12
20
3
7
5
2
Trip Timing by Quarter: U.S. and Centre County, PA First Quarter
U.S.
Centre County, PA
TRIP TIMING
Second Quarter
20
17
Third Quarter
25
24
Chart 26 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Fourth Quarter
28
27
27
32
Centre County, PA Avg. Party per Trip Spending by Quarter
TRIP TIMING
370
295
287
268
172
Centre County, PA
First Quarter
Second Quarter
Chart 27 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Third Quarter
Fourth Quarter
Centre County, PA Trip Timing Comparison by Quarter Stays Based
Trip-Dollars Based
31
29 25 16
TRIP TIMING
25
34
23
17
First Quarter
Second Quarter
Chart 28 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Third Quarter
Fourth Quarter
Trip Timing by Season: U.S. and Centre County, PA Winter
U.S.
Centre County, PA
TRIP TIMING Spring
Summer
22
19
23
21
Chart 29 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Fall
30
26
26
34
Centre County, PA Avg. Party per Trip Spending by Season
TRIP TIMING
327 304 268
257
215
Centre County, PA
Winter
Spring
Chart 30 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Summer
Fall
Centre County, PA Trip Timing Comparison by Season Stays Based
TRIP TIMING Trip-Dollars Based
35 28
23
22
20
29
26
17
Winter
Spring
Chart 31 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Summer
Fall
Purpose of Stay Distribution: U.S. and Centre County, PA
TRIP CHARACTERISTICS
Group Meeting (Net)
Transient Business (Net)
Getaway Weekend (overnight)
General Vacation (overnight)*
General Vacation (day)*
Visit Friends/ Relatives
Special Event
Convention/ Show/ Conference*
Medical/ Health Care*
Seminar/Class/ Training*
Other Leisure/ Personal
U.S.
Centre County, PA
7
11
12
9
9
8
6
1 4
8
25
20
Chart 32 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small Sample size for Centre County, PA
11
14
2
6
2
2 31
16
25
Centre County, PA Avg. Party per Trip Spending by Purpose of Stay
TRIP CHARACTERISTICS
552
538
392
391
304 268
258
268 222
220
135 80
Centre County, PA
Getaway Weekend (overnight)
General Vacation/ Visit Friends/ Vacation Getaway (day)* Relatives (overnight)*
Special Event
Convention/ Medical/ Health Seminar/ Class/ Other Leisure/ Busines Group Show/ Care* Training* Personal Meeting Conference*
Chart 33 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count * Small sample size
Transient Business
Centre County, PA Purpose of Stay Comparison Stays Based
TRIP CHARACTERISTICS Trip-Dollars Based
22
21 21 11 13 4
6 1
1
3
2
7 1
1
2
Chart 34 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count * Small Sample size
1
2
18
16
19 12
15
Travel Party Composition: U.S. and Centre County, PA One Adult
U.S.
Centre County, PA
TRIP CHARACTERISTICS Couples
MM/FF
46
50
Three or More Adults
31
Children Present
6
33
5
4
Chart 35 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count GLOSSARY Children Present
Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household. MM/FF
Include either two females or two males from different households traveling together.
12
4
9
Average Travel Party Size Overview: U.S. and Centre County, PA 2013-2015
1.86
1.83
U.S. Chart 36 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
TRIP CHARACTERISTICS 2016-2018
1.73
1.68
Centre County, PA
Centre County, PA Avg. Party per Trip Spending by Travel Party Composition
TRIP CHARACTERISTICS
350 296
285 268 246 203
Centre County, PA
One Adult
Couples
MM/FF
Chart 37 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Three or More Adults
Children Present
Centre County, PA Travel Party Comparison Stays Based
TRIP CHARACTERISTICS Trip-Dollars Based
50 38
33
34
10 5
4 One Adult
Couples
MM/FF
Chart 38 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
9
12
4 Three or More Adults
Children Present
Stay Length Distribution: U.S. and Centre County, PA
TRIP CHARACTERISTICS
Day Trips
U.S.
Centre County, PA
1 night
2-3 nights
4-7 nights
52
50
Chart 39 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
20
18
8+ nights
18
25
8
2
6 1
Average Stay Length Overview (in days): U.S. and Centre County, PA 2013-2015
2.02
1.98
U.S. Chart 40 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
TRIP CHARACTERISTICS 2016-2018
1.74
1.85
Centre County, PA
Centre County, PA Avg. Party per Trip Spending by Stay Length
TRIP CHARACTERISTICS
906
729 651
394 293
268
119
Centre County, PA
Day Trips
1 night
2 nights
Chart 41 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample for 8+ nights
3 nights
4-7 nights
8+ nights
Centre County, PA Stay Length Comparison
TRIP CHARACTERISTICS
Stays Based
Trip-Dollars Based
50
30
23 18
21
21 14
12 4 Day Trips
1 night
2 nights
3 nights
Chart 42 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample for 8+ nights
6 1 4-7 nights
1
8+ nights
Daily Spending Per Person by Category: U.S. and Centre County, PA Transportation
U.S.
Centre County, PA
29
32
Food
TRIP CHARACTERISTICS
Room
Shopping
25
Entertainment
21
28
Chart 43 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Miscellaneous
12
21
11
10
3
7
3
Top Activities at the Destination
ACTIVITY PARTICIPATION U.S.
Centre County, PA
Visit Friends/Relatives (general visit) Shopping Culinary/Dining Experience Amateur Sports (attend/participate) Nightlife (bar, nightclub, etc.) Business/Work* Medical/Health/Doctor Visit* Historic Sites* Festivals/Fairs (state, craft, etc.)*
25% 20% 22% 3% 7% 8% 5% 8% 4%
23% 20% 19% 9% 9% 8% 7% 6% 5%
Holiday Celebration (Thanksgiving, July 4th etc.)* Touring/Sightseeing* Live Music (festivals/concerts/clubs) (2017+)* Personal Celebration (Anniversary, Birthday, etc.)* Reunion/Graduation* Bicycling* Hunting* Movies* Parks (national/state etc.)
5% 9% 6% 6% 2% 2% 1% 5% 8%
5% 5% 4% 4% 4% 3% 3% 3% 3%
Chart 45 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count * Small sample size
GLOSSARY
Centre County, PA Activity Participation Attraction 20%
•Amateur Sports (9%) •Night Life (9%) •Professional Sports Event (3%) •Gambling (1%) •Show: Boat, Car, Home (1%)
Family/ Life Events 32%
ACTIVITY PARTICIPATION •Visit Friends/ Relatives (23%) •Holiday Celebration (5%) •Other Personal Celebrations (4%) •Reunion/ Graduation (4%) •Wedding (1%) •Funeral/ Memorial (1%)
Culture 22%
Libation and Culinary 21%
General 44%
•Shopping (20%) •Other Activities (9%) •Business/Work (8%) •Medical/ Health/ Doctor Visit (7%) •Religious/ Faith Based Event (2%) •Spa (2%) •Real Estate: buy/ Sell (1%)
Nature 8%
•Parks: National/ State (3%) •Beach/ Waterfront (2%) •Camping (2%) •Wildlife Viewing (1%)
Outdoor Sports 9%
•Historic Sites (6%) •Festival/ Fairs (5%) •Touring/Sightseeing (5%) •Live Music (4%) •Movies (3%) •Museum, Art Exhibits, etc. (2%) •Theater/Dance Performance (1%)
•Culinary/ Dining Experience (19%) •Winery/ Distillery/ Brewery (2%)
•Biking (3%) •Hunting (3%) •Boating/ Sailing (2%) •Extreme Adventure Sports (1%) •Hiking (1%)
Chart 44 • Segment: 2016-2018 Total Stays (%) • Centre County, PA N = 342 household count
61
Centre County, PA Activity Index
ACTIVITY PARTICIPATION
566
286 230
189
188 146
144
Spa
Medical/ Health
U.S. Activity Participation = 100
Hunting
Amateur Sports
Graduation
Extreme Sports
Chart 46 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Biking
Centre County, PA Avg. Party per Trip Spending by Activities
ACTIVITY PARTICIPATION
1,346
879
839
515 415
398
388
Theme Parks
Parks (national, state, etc.)
Nightlife (bar, nightclub, etc.)
363
361
268
Centre County, PA
Service/ Volunteerism/ Charity
Tennis
Boating/Sailing
Reunion/ Graduation*
Chart 47 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size
Culinary/ Dining Professional Sports Experiences Event*
Centre County, PA Activity Comparison Stays Based
Trip-Dollars Based 23 24
Visit Friends/Relatives (general visit)
20 21 19
Shopping
Culinary/Dining Experience Amateur Sports (attend/participate)
9
Nightlife (bar, nightclub, etc.)
9
Business/Work*
Medical/Health/Doctor Visit* Historic Sites*
Festival/Fairs (state, craft, etc.)* Holiday Celebration (Thanksgiving, July…
Touring/Sightseeing Live Music (festival/concerts/clubs)… Other Personal Celebration (Anniversary,… Reunion/Graduation*
27
13 13
8
5 2
ACTIVITY PARTICIPATION
7
6 4 5 5 5 3 5 6 4 4 4 3 4
8
Chart 49 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size
Accommodation Type: U.S. and Centre County, PA Hotel
U.S.
Centre County, PA
Other Paid Non-Hotel
53
ACCOMMODATION Non-Paid Accommodations
17
65
Chart 51 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
30
11
24
Centre County, PA Avg. Party per Trip Spending by Accommodation Type
ACCOMMODATION
509
306 276
268
Centre County, PA
Hotel/Motel
Other Paid Non-Hotel
Chart 52 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Non-Paid Accommodations
Centre County, PA Accommodation Type Comparison Stays Based
ACCOMMODATION
Trip-Dollars Based
71 62
28
19 10
Hotel
10
Other Paid Non-Hotel
Chart 53 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count
Non-Paid Accommodations
Centre County, PA Paid Accommodation Type Comparison Stays Based
ACCOMMODATION
Trip-Dollars Based
40 34
17
17
13 6
5
High-End Hotel
2 Mid-Level Hotel
Chart 53 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample size
Economy Hotel
Other Hotel
Centre County Ratings Low Satisfaction High Value
100
High Satisfaction High Value
95 Data Year: 2016-2018
90 Excellent Value (8-10)
PERFORMANCE RATINGS
2013-2015
85 80 Centre County
75
Centre County
70
U.S.
65 60 Low Satisfaction Low Value
55
High Satisfaction Low Value
50 50
55
60
65
70
75
80
85
90
95
Excellent Satisfaction (8-10) Chart 54 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count
100
Satisfaction and Value ratings may be combined into a matrix which places each destination in the location where Satisfaction and Value intersect. Destinations or segments fall into one of four quadrants. Those that are in the High Satisfaction/ High Value quadrant have the most loyal visitors. Those visitors are most likely not only to return, but they are likely to spend more, as well as provide invaluable word-of-mouth recommendations. The graph to the left shows these data for Centre County, PA and the US average.
Appendix
70
Confidence Interval % - Main Mode Of Transportation Sample size- Unweighted Household Counts, page 1 Example: If the auto travel finding for Total travel to Centre County is 94% in 2016-2018 and the sample size is 342 using the chart to the right we can say that at the 90% level of confidence the proportion ranges between 91.7% and 96.3%.
The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows: Leisure Travel
U.S. Centre County, PA
Sample Size for 2016-2018
At or near 2% or 98%
At or near 5% or 95%
At or near 10% or 90%
At or near 25% or 75%
At or near 50%
189,191
0.0%
0.1%
0.1%
0.1%
0.2%
342
0.9%
1.6%
2.3%
3.4%
4.4%
71
DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DK Shifflet contacts 50,000 distinct U.S. households monthly and has done so since 1991. DK Shifflet is able to provide current behavior and long term trended analyses on a wide range of travel. DK Shifflet data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DK Shifflet. Both traveling and non-traveling households are surveyed each month enabling DK Shifflet to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases.
"Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from home and back in the same day. Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending. A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets. Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it. Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DK Shifflet’s Quality control committee conducts bimonthly meetings to review survey results and examine methods to maintain and improve quality control.
About DK Shifflet
DK Shifflet, an MMGY Global Company, is the leading U.S. consumer travel research firm. DK Shifflet is located in McLean, VA and has, for more than 30 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide. Our clients include destination marketing organizations, theme parks, auto clubs, hotel chains and more. 72