travel usa 2010 visitor report, the poconos
DESCRIPTION
Travel USA 2010 Visitor Report, The Poconos, April 2010TRANSCRIPT
The Poconos2010 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, 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.
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 2010, the completion
rate for those accessing the Travel USA® questionnaire was 91%.
For the 2010 travel year, this yielded :
209,724 trips for analysis nationally:
136,453 overnight trips
68,443 day trips
For The Poconos, the following sample was achieved in 2010:
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.
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 2010
7
Total Person-Trips = 22.6 Million
Day Trips63%
Overnight Trips37%
8.3 Million
14.3 Million
The Poconos’ Overnight Travel Market —by Trip Purpose
8
Leisure91%
Business6%
Business-Leisure
3%
Overnight Person-Trips = 8.3 Million
Size of The Poconos’ Overnight Travel Market — Adults vs. Children
9
Overnight Person-Trips = 8.3 Million
Adults80%
Children20%
1.9 Million
6.4 Million
The Poconos’ Day Travel Market —by Trip Purpose
10
Leisure93%
Business5%
Business-Leisure
2%
Day Person-Trips = 14.3 Million
Size of The Poconos’ Day Travel Market —Adults vs. Children
11
Day Person-Trips = 14.3 Million
Adults77%
Children23%
2.8 Million
11.5 Million
Overnight Trip Detail
Overnight Expenditures
Total Overnight Spending — by Sector
14
Total Spending = $1.2 Billion
Lodging44%
Food & Beverage
21%
Retail16%Recreation
12%
Transportation7%
$542 Million
$91 Million
$152 Million
$199 Million
$254 Million
Average Per Person Expenditures on Overnight Trips — By Sector
15
Base: Total Overnight Person-Trips
$65
$30$24
$18$11
0
20
40
60
80
Lodging Restaurant Food & Beverage
Retail Purchases Recreation/ Sightseeing/
Entertainment
Transportation at Destination
Do
llars
Average Per Person Expenditures on Overnight — by Trip Purpose
16
$134$169
0
100
200
300
Leisure Business
Do
llars
Base: Total Overnight Person-Trips
Average Per Party Expenditures on Overnight Trips — By Sector
17
Base: Total Overnight Person-Trips
$198
$93$73
$55$33
0
50
100
150
200
Lodging Restaurant Food & Beverage
Retail Purchases Recreation/ Sightseeing/
Entertainment
Transportation at Destination
Do
llars
Average Per Party Expenditures on Overnight — by Trip Purpose
18
$454$373
0
200
400
600
Leisure Business
Do
llars
Base: Total Overnight Person-Trips
Overnight Trip Characteristics
20
Main Purpose of Trip
Base: Overnight Person-Trips to The Poconos
38
11
11
7
7
6
5
5
1
3
3
3
0 10 20 30 40 50
Visiting friends/relativesOutdoor
ResortTouringCasino
Theme parkSki/Snowboarding
Special eventCity trip
Conference/conventionOther business trip
Business-leisure
Percent
Marketable
Trips
53%
Main Purpose of Leisure Trip —The Poconos vs. National Norm
21
38
11
11
7
7
6
5
5
1
<1
44
6
4
8
5
3
1
8
4
2
0 10 20 30 40 50
Visiting friends/relatives
Outdoor
Resort
Touring
Casino
Theme park
Ski/snowboarding
Special event
City trip
Cruise
Percent
Poconos US Norm
Base: Overnight Person-Trips
Main Purpose of Business Trip —The Poconos vs. National Norm
22
Base: Overnight Person-Trips
3
3
4
8
0 5 10 15
Conference/Convention
Other business trip
Percent
Poconos US Norm
State Origin Of Trip
23
Base: Overnight Person-Trips to The Poconos
30
24
23
3
3
3
2
2
0 10 20 30 40
Pennsylvania
New Jersey
New York
Virginia
Maryland
Florida
Connecticut
South Carolina
Percent
DMA Origin Of Trip
24
Base: Overnight Person-Trips to The Poconos
41
22
9
3
2
2
1
1
1
0 10 20 30 40 50
New York, NY
Philadelphia, PA
Wilkes Barre-Scranton, PA
Harrisburg-Lncstr-Leb-York, PA
Baltimore, MD
Pittsburgh, PA
Washington, DC
Chicago, IL
Binghamton, NY
Percent
Season of Trip
25
21
24
33
22
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Overnight Person-Trips to The Poconos
Method of Planning Trip
26
41
1 5
55
43
4 7
51
0
20
40
60
80
Internet Travel Agent Other None
Perc
ent
Poconos US Norm
Base: Overnight Person-Trips
Method of Booking Trip
27
35
1 2
62
41
4 3
53
0
20
40
60
80
Internet Travel Agent Other None
Perc
ent
Baltimore US Norm
Base: Overnight Person-Trips
Total Nights Away on Trip
28
27
34
19
10
9
1
26
27
24
10
10
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
= 3.1
Average
US Norm
= 3.6 Nights
Base: Overnight Person-Trips
Number of Nights Spent in The Poconos
29
Average Nights Spent in The Poconos = 2.5
Base: Overnight Person-Trips with 1+ Nights Spent In The Poconos
38
31
17
7
7
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Size of Travel Party
30
2.7
2.2
0.8
0.6
0 1 2 3 4
Poconos
US Norm
Average No. of People
Adults Children
Total = 3.5
Total = 2.8
Base: Overnight Person-Trips
Transportation
31
90
5
5
3
3
1
1
1
76
11
18
4
2
<1
3
5
0 20 40 60 80 100
Own car/truck
Rental car
Plane
Bus
Camper, R.V
Bicylce
Train
Taxi Cab
Percent
Poconos US Norm
Base: Overnight Person-Trips
Accommodation
32
28
18
17
13
8
6
5
5
4
4
3
1
30
13
26
14
3
4
2
7
2
1
2
2
0 10 20 30 40
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
Percent
Poconos US Norm
Base: Overnight Person-Trips
Activities and Experiences
33
32
20
18
13
12
11
11
9
9
8
8
31
13
21
11
11
5
10
5
11
5
14
0 10 20 30 40
Shopping
Swimming
Fine dining
Casino
Bar/Disco/Nightclub
Theme park
National/State park
Camping
Landmark/Historic site
Hiking/Backpacking
Beach/Waterfront
Percent
Poconos US Norm
Base: Overnight Person-Trips
Activities and Experiences (Cont’d)
34
7
7
6
5
5
4
4
3
3
3
3
3
1
5
9
3
4
3
3
4
4
5
3
3
0 10 20 30 40
Skiing/Snowboarding
Fishing
Museum
Spa
Dance
Winery
Golf
Boating/Sailing
Fair/Exhibition/Festival
Theater
Pro/College sports event
Biking
Percent
Poconos US Norm
Base: Overnight Person-Trips
Activities and Experiences (Cont’d)
35
2
2
2
2
1
1
1
1
1
1
1
1
3
3
1
4
1
5
2
2
1
1
1
1
0 10 20 30 40
Zoo
Convention/conference
Mountain climbing
Art gallery
Rafting
Business meeting
Rock/Pop concert
Brewery
Tennis
Trade show
Motorcycle touring
Hunting
Percent
Poconos US Norm
Base: Overnight Person-Trips
Activities of Special Interest
36
16
15
8
4
4
4
17
19
9
5
3
4
0 10 20 30
Cultural activities/attractions
Historic places
Exceptional culinary experiences
Traveling with grandchildren
Winery tours/Wine tasting
Eco-tourism
Percent
Poconos US Norm
Base: Overnight Person-Trips
Online Social Media Use by Travelers
37
37
13
12
8
7
6
5
41
14
14
10
9
5
6
0 10 20 30 40 50
Used any social media for travel
Read travel reviews online
Posted travel photos/video online
Used Smartphone while traveling
Looked at travel photos/video online
Subscribed to a travel e-newsletter
Accessed travel news/events/deals/promotions
Percent
Poconos Travelers US Norm
Base: Overnight Person-Trips
Online Social Media Use by Travelers (Cont’d)
38
37
5
5
5
5
4
4
3
1
41
4
7
4
4
6
6
5
2
0 10 20 30 40 50
Used any social media for travel
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
Percent
Poconos Travelers US Norm
Base: Overnight Person-Trips
Day Trip Detail
Day Trip Expenditures
Total Day Trip Spending — by Sector
41
Total Spending = $0.8 Billion
Recreation34%
Retail28%
Food & Beverage
27%
Transportation11%
$212 Million
$85 Million
$260 Million
$203 Million
Average Per Person Expenditures on Day Trips — By Sector
42
Base: Total Day Person-Trips
$18$15 $14
$6
0
10
20
30
Recreation/ Sightseeing/ Entertainment
Retail Purchases Restaurant Food & Beverage
Transportation at Destination
Do
llars
Day Trip Characteristics
44
Main Purpose of Trip*
34
15
9
9
8
8
3
3
3
<1
1
5
2
0 10 20 30 40
Visiting friends/relativesCasino
Special eventShopping
TouringOutdoors
ResortSki/Snowboarding
Theme parkCity trip
Conference/conventionOther business trip
Business-leisure
Percent
Marketable
Trips
59%
Base: Day Person-Trips to The Poconos
* Not comparable to 2008 data. Shopping added as trip type in 2010.
Main Purpose of Leisure Trip —The Poconos vs. National Norm
45
34
15
9
9
8
8
3
3
3
<1
<1
35
6
9
10
10
6
1
1
3
6
1
0 10 20 30 40
Visiting friends/relatives
Casino
Special event
Shopping
Touring
Outdoors
Resort
Ski/Snowboarding
Theme park
City trip
Cruise
Percent
Poconos US Norm
Base: Day Person-Trips
Main Purpose of Leisure Trip —The Poconos vs. National Norm
46
1
5
2
8
0 5 10 15
Conference/convention
Other business
Percent
Poconos US Norm
Base: Day Person-Trips
State Origin Of Trip
47
56
24
14
1
1
1
0 20 40 60
Pennsylvania
New Jersey
New York
Connecticut
Ohio
Maryland
Percent
Base: Day Person-Trips to The Poconos
DMA Origin Of Trip
48
Base: Day Person-Trips to The Poconos
36
34
21
2
2
0 10 20 30 40
New York, NY/NJ/PA/CT
Philadelphia, PA
Wilkes Barre-Scranton, PA
Harrisburg-Lncstr-Leb-York, PA
Pittsburgh, PA
Percent
Season of Trip
49
23
26
27
24
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips to The Poconos
Size of Travel Party
50
2.2
2.2
0.6
0.5
0 1 2 3 4
Poconos
US Norm
Average No. of People
Adults Children
Total = 2.8
Total = 2.7
Base: Day Person-Trips
Activities and Experiences
51
19
18
13
7
5
5
5
5
5
4
4
3
3
8
23
1
11
1
4
3
5
5
3
7
4
3
0 10 20 30
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
Percent
Poconos US Norm
Base: Day Person-Trips
Activities and Experiences (Cont’d)
52
3
2
2
2
2
1
1
1
1
1
1
1
1
2
2
2
2
5
5
2
1
1
8
3
3
1
0 10 20 30
Boating/sailing
Camping
Pro/college sports event
Theater
Business Meeting
Museum
Winery
Hunting
Tradeshow
Beach/waterfront
Art gallery
Zoo
Dance
Percent
Poconos US Norm
Base: Day Person-Trips
Activities of Special Interest
53
12
10
3
3
2
2
14
12
2
3
3
5
0 5 10 15 20 25
Historic places
Cultural activities/attractions
Winery tours/wine tasting
Eco-Tourism
Traveling with grandchildren
Exceptional culinary experiences
Percent
Poconos US Norm
Base: Day Person-Trips
Social Media Use by Travelers
54
35
8
12
9
9
7
8
5
36
8
11
11
6
6
8
5
0 10 20 30 40 50
Used any social media for travel
Used Smartphone while traveling
Posted travel photos/video online
Read travel reviews online
Accessed travel deals/news/promotions
Read a travel blog
Looked at travel photos/video online
Connected to others interested in travel
Percent
Poconos Travelers US Travelers
Base: Day Person-Trips
Social Media Use by Travelers (Cont’d)
55
35
4
6
2
1
3
3
1
36
6
5
6
4
3
3
2
0 10 20 30 40 50
Used any social media for travel
Got travel advice via social networking
Subscribed to a travel e-newsletter
Gave travel advice via social networking
Blogged about a trip
"Followed" a destination/attraction
Contributed travel reviews online
Tweeted about a trip
Percent
Poconos Travelers US Travelers
Base: Day Person-Trips
Demographic Profile of Visitors to The Poconos
Gender
57
56
44
55
45
0 20 40 60 80
Female
Male
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Age
58
9
38
40
13
16
37
36
11
0 10 20 30 40 50
18-24
25-44
45-64
65 or older
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Average Day = 46.5 Average ON = 43.9
Household Size
59
17
31
20
21
11
20
26
16
23
15
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Household Income
60
Base: Total Overnight Person-Trips to The Poconos
6
17
18
25
26
8
12
20
19
20
22
7
0 10 20 30 40
$150K +
$100-149.9K
$75K-99.9K
$50K-74.9K
$25K-49.9K
Less than $25K
Percent
Day Overnight
Marital Status
61
72
21
7
63
29
8
0 20 40 60 80
Married/With Parnter
Single/Never Married
Separated/Divorced/Widowed
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Children in Household
62
62
15
19
20
53
23
21
20
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
Base: Total Overnight Person-Trips to The Poconos
Education
63
15
37
28
19
1
15
38
28
16
2
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Employment
64
48
13
39
51
13
36
0 25 50 75
Full-time/Self-employed
Part-time
Not employed/Retired/ Other
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Race
65
91
5
4
89
4
7
0 20 40 60 80 100
White
African-American
Other
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
Hispanic Background
66
5
95
5
95
0 20 40 60 80 100
Yes
No
Percent
Day Overnight
Base: Total Overnight Person-Trips to The Poconos
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:
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.
Marketable
Trips:
Includes all
leisure trips,
with the
exception of
visits to
friends/relatives
Total Trips = Leisure + Business + Business-Leisure