Longwoods Travel USA, 2012 Visitor Report, The Poconos

The Poconos 2012 Visitor Report

Table of Contents

2

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

Introduction

3

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.

Methodology

4

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:

148,056 overnight trips

75,215 day trips

For The Poconos, the following sample was achieved in 2012:

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.

Size & Structure of The Poconos’ Travel Market

The Poconos’ Share of Adult Domestic Trips

6

Base: Adult Person-Trips

0.8% 0.6%

0.0%

0.5%

1.0%

1.5%

2.0%

Day Overnight

Perc

ent

Total Size of The Pocono’s Travel Market in 2012

7

Total Person-Trips = 25 Million

Day Trips 64%

Overnight Trips 36%

9.1 Million

15.9 Million

The Poconos’ Overnight Travel Market — by Trip Purpose

8

Leisure 92%

Business 5%

Business-Leisure

3%

Overnight Person-Trips = 9.1 Million

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

9

Overnight Person-Trips = 9.1 Million

Adults 77%

Children 23%

2.1 Million

7 Million

The Poconos’ Day Travel Market — by Trip Purpose

10

Leisure 94%

Business 4%

Business-Leisure

2%

Day Person-Trips = 15.9 Million

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

11

Day Person-Trips = 15.9 Million

Adults 81%

Children 19%

3 Million

12.9 Million

Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

14

Total Spending = $1.3 Billion

Lodging 44%

Food & Beverage

21%

Retail 14% Recreation

13%

Transportation 8%

$571 Million

$96 Million

$174 Million

$185 Million

$277 Million

Average Per Person Expenditures on Overnight Trips — By Sector

15

Base: Total Overnight Person-Trips

$63

$31

$20 $19 $11

0

20

40

60

80

Lodging Restaurant Food &Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Do

llars

Average Per Person Expenditures on Overnight — by Trip Purpose

16

$141

$0 0

100

200

300

Leisure Business*

Do

llars


* Low Business Base

Average Per Party Expenditures on Overnight Trips — By Sector

17


$194

$94

$63 $59

$33

0

50

100

150

200

Lodging Restaurant Food &Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Do

llars

Average Per Party Expenditures on Overnight — by Trip Purpose

18

$435

$0 0

200

400

600

Leisure Business*

Do

llars


* Low Business Base

Overnight Trip Characteristics

20

Main Purpose of Trip

Base: Overnight Person-Trips

40

11

9

8

6

5

5

4

2

1

4

1

3

0 10 20 30 40 50

Visiting friends/relativesOutdoorTouringResortCasino

Theme parkSpecial event

Ski/SnowboardingCity trip

Golf

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

51%

Main Purpose of Leisure Trip — The Poconos vs. National Norm

21

40

11

9

8

6

5

5

4

2

1

44

6

7

4

6

4

7

1

5

1

0 10 20 30 40 50

Visiting friends/relatives

Outdoor

Touring

Resort

Casino

Theme park

Special event

Ski/snowboarding

City trip

Golf

Percent

Poconos US Norm


Main Purpose of Business Trip — The Poconos vs. National Norm

22


4

1

6

3

0 5 10 15

Other Business Trip

Conference/Convention

Percent

Poconos US Norm

State Origin Of Trip

23


28

28

21

3

2

2

2

2

0 10 20 30

Pennsylvania

New York

New Jersey

Connecticut

Maryland

Ohio

Florida

North Carolina

Percent

DMA Origin Of Trip

24


42

18

8

3

2

2

2

2

2

2

0 10 20 30 40 50

New York, NY

Philadelphia, PA

Wilkes Barre-Scranton, PA

Harrisburg-Lncstr-Leb-York, PA

Boston, MA

Hartford & New Haven, CT

Baltimore, MD

Johnstown-Altoona, PA

Pittsburgh, PA

Binghamton, NY

Percent

Season of Trip

25

22

23

30

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

26

50

3 9

43 50

8 7

42

0

20

40

60

80

Internet Travel Agent Other None

Perc

ent

Poconos US Norm


Method of Booking Trip

27

47

4 7

45 49

7 4

43

0

20

40

60

80

Internet Travel Agent Other None

Perc

ent

Poconos US Norm


Total Nights Away on Trip

28

23

36

27

8

5

1

24

28

26

10

9

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Poconos US Norm

Average

The Poconos

= 3 Nights

Average

US Norm

= 3.6 Nights


Number of Nights Spent in The Poconos

29

Average Nights Spent in The Poconos = 2.3

Base: Overnight Person-Trips with 1+ Nights Spent In The Poconos

36

35

22

4

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Size of Travel Party

30

2.4

2.2

0.8

0.7

0 1 2 3 4

Poconos

US Norm

Average No. of People

Adults Children

Total = 3.2

Total = 2.9


Transportation

31

83

10

7

4

4

4

3

71

16

19

9

6

3

5

0 20 40 60 80 100

Own car/truck

Rental car

Plane

Taxi Cab

Bus

Camper, R.V

Train

Percent

Poconos US Norm


Accommodation

32

23

20

18

9

6

6

6

6

5

5

3

3

28

18

23

15

3

7

5

3

4

2

3

2

0 10 20 30

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

Percent

Poconos US Norm


Activities and Experiences

33

30

23

22

15

12

12

11

11

10

10

10

9

34

17

21

13

7

9

9

12

11

8

6

14

0 10 20 30 40

Shopping

Swimming

Fine dining

Casino

Hiking/Backpacking

National/State park

Theme park

Landmark/Historic site

Bar/Disco/Nightclub

Fishing

Camping

Beach/Waterfront

Percent

Poconos US Norm


Activities and Experiences (Cont’d)

34

9

8

6

6

6

6

5

4

4

4

4

3

10

2

5

5

8

4

5

6

4

4

4

6

0 10 20 30 40

Museum

Skiing/Snowboarding

Spa

Fair/Exhibition/Festival

Theater

Winery

Boating/Sailing

Dance

Biking

Golf

Art gallery

Zoo

Percent

Poconos US Norm



35

3

3

3

2

2

2

2

2

2

2

1

5

3

2

2

3

3

4

2

2

2

2

0 10 20 30 40

Business meeting

Brewery

Rafting

Mountain climbing

Pro/College sports event

Rock/Pop concert

Convention/conference

Trade show

Watch Amateur/Youth…

Birding

Tennis

Percent

Poconos US Norm


Activities of Special Interest

36

27

25

13

7

6

4

26

22

15

7

6

7

0 10 20 30

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Winery tours/Wine tasting

Eco-tourism

Traveling with grandchildren

Percent

Poconos US Norm


Online Social Media Use by Travelers

37

69

37

26

19

19

17

13

13

68

35

27

17

18

20

13

9

0 10 20 30 40 50 60 70

Used any social media for travel

Used Smartphone while traveling

Posted travel photos/video online

Accessed travel news/events/deals/promotions

Looked at travel photos/video online

Read travel reviews online

Connected with others interested in travel

"Followed" a destination/attraction

Percent

Poconos US Norm


Online Social Media Use by Travelers (Cont’d)

38

69

10

9

8

8

7

6

6

68

8

10

8

10

6

6

7

0 10 20 30 40 50 60 70


Gave travel advice

Read a travel blog

Tweeted about a trip

Got travel advice

Blogged about a trip

Subscribed to a travel e-newsletter

Contributed travel reviews

Percent

Poconos US Norm


Day Trip Detail

Day Trip Expenditures

Total Day Trip Spending — by Sector

41

Total Spending = $936 Million

Recreation 32%

Retail 22%

Food & Beverage

31% Transportation

15%

$207 Million

$137 Million

$301 Million

$291 Million

Average Per Person Expenditures on Day Trips — By Sector

42

Base: Total Day Person-Trips

$19 $18

$13

$9

0

10

20

30

Recreation/ Sightseeing/Entertainment

Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Do

llars

Day Trip Characteristics

44

Main Purpose of Trip

39

11

9

9

7

7

6

3

2

1

1

3

1

3

0 10 20 30 40

Visiting friends/relativesTouringCasino

OutdoorsShopping

Theme parkSpecial event

Ski/SnowboardingCity trip

GolfResort

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

55%

Base: Day Person-Trips


45

39

11

9

9

7

7

6

3

2

<1

<1

38

10

6

6

8

4

8

0

7

1

2

0 10 20 30 40 50


Touring

Casino

Outdoors

Shopping

Theme park

Special event

Ski/Snowboarding

City trip

Golf

Resort

Percent

Poconos US Norm



46

3

1

6

2

0 5 10 15

Other business trip

Conference/convention

Percent

Poconos US Norm


State Origin Of Trip

47

50

25

16

1

1

1

0 20 40 60

Pennsylvania

New Jersey

New York

Maryland

Delaware

Florida

Percent


DMA Origin Of Trip

48


33

25

19

7

2

2

2

0 10 20 30 40

New York, NY/NJ/PA/CT

Philadelphia, PA

Wilkes Barre-Scranton, PA

Harrisburg-Lncstr-Leb-York, PA

Binghamton, NY

Johnstown-Altoona, PA

Pittsburgh, PA

Percent

Season of Trip

49

24

24

27

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

50

2.2

2.1

0.7

0.7

0.00 1.00 2.00 3.00 4.00

Poconos

US Norm

Average No. of People

Adults Children

Total = 2.9

Total = 2.8


Activities and Experiences

51

29

17

10

9

9

8

8

7

6

6

5

5

4

4

27

9

12

4

6

8

7

6

1

7

5

2

5

3

0 10 20 30

ShoppingCasino

Fine diningHiking/backpacking

Theme ParkLandmark/historic site

SwimmingNational/state park

Skiing/snowboardingMuseum

FishingBiking

Bar/disco/nightclubWinery

Percent

Poconos US Norm



52

4

3

3

3

3

3

2

2

2

2

2

2

2

2

5

4

2

4

1

2

3

2

1

3

8

2

2

1

0 10 20 30

ZooFair/exhibition/festival

SpaTheaterHunting

Pro/college sports eventCamping

Rock/pop concertRafting

Art galleryBeach/waterfront

Boating/sailingBrewery

Mountain climbing

Percent

Poconos US Norm


Activities of Special Interest

53

21

20

9

7

4

4

21

18

11

5

5

5

0 5 10 15 20 25

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Winery tours/wine tasting

Eco-Tourism

Traveling with grandchildren

Percent

Poconos US Norm


Social Media Use by Travelers

54

61

28

23

19

15

15

12

10

64

31

24

16

18

17

12

9

0 10 20 30 40 50 60 70


Used Smartphone while traveling

Posted travel photos/video online

Accessed travel deals/news/promotions

Read travel reviews online

Looked at travel photos/video online

Connected to others interested in travel

Read a travel blog

Percent

Poconos US Norm


Social Media Use by Travelers (Cont’d)

55

61

8

7

7

5

4

4

4

64

7

9

8

7

6

5

5

0 10 20 30 40 50 60 70


Gave travel advice via social networking

Got travel advice via social networking

Followed a destination/attraction

Tweeted about a trip

Subscribed to a travel e-newsletter

Contributed travel reviews online

Blogged about a trip

Percent

Poconos US Norm


Demographic Profile of Visitors to The Poconos

Gender

57

57

43

51

49

0 20 40 60 80

Female

Male

Percent

Day Overnight

Base: Total Person-Trips to The Poconos

Age

58

9

44

34

13

11

45

33

11

0 10 20 30 40 50

18-24

25-44

45-64

65 or older

Percent

Day Overnight


Average Day = 45.5 Average ON = 43.6

Household Size

59

13

35

21

18

13

16

30

24

19

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight


Household Income

60


5

15

13

29

38

6

18

16

21

39

0.0 10.0 20.0 30.0 40.0

$150K +

$100-149.9K

$75K-99.9K

$50K-74.9K

Less than $49.9K

Percent

Day Overnight

Marital Status

61

68

21

11

65

25

10

0 20 40 60 80

Married/With Partner

Single/Never Married

Separated/Divorced/Widowed

Percent

Day Overnight


Children in Household

62

50

24

24

19

44

23

24

24

0 20 40 60 80

No children under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Day Overnight


Education

63

14

36

24

24

1

13

38

22

26

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Day Overnight


Employment

64

52

9

39

53

10

37

0 25 50 75

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent

Day Overnight


Race

65

90

5

5

83

9

8

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

66

5

95

8

92

0 20 40 60 80 100

Yes

No

Percent

Day Overnight


Key Terms Defined

67

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.

Trip-Type Segments

68

Leisure Trips: includes all trips where the main purpose was one of the following:


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.

Marketable

Trips:

Includes all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

Longwoods Travel USA, 2012 Visitor Report, The Poconos

Documents

Transcript of Longwoods Travel USA, 2012 Visitor Report, The Poconos