longwoods travel usa, 2014 visitor report, the poconos

The Poconos 2014 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………………………………………………..…………………………......….. 40

Day Trip Expenditures…………………….……………………………..………………. 41

Day Trip Characteristics……….……………………………..………...……………….. 44

Demographic Profile of Visitors to The Poconos……….....………………………..……… 58

Appendix: Key Terms Defined…………………………………………...………..…………... 69

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 2014.

Research Method

4

Each quarter, a random cross-section of online sample is sent an e-

mail 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:

206,720 overnight trips

96,188 day trips

For The Poconos, the following sample was achieved in 2014:

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.

Size & Structure of The Poconos’ Travel Market

The Poconos’ Share of Adult Domestic Trips

6

Base: Adult Person-Trips

0.8% 0.5%

0.0%

0.5%

1.0%

1.5%

2.0%

Day Overnight

Perc

ent

Total Size of The Poconos’ Travel Market in 2014

7

Total Person-Trips = 25.6 Million

Day Trips 64%

Overnight Trips 36%

9.3 Million

16.3 Million

The Poconos’ Overnight Travel Market — by Trip Purpose

8

Leisure 93%

Business 5%

Business-Leisure

2%

Overnight Person-Trips = 9.3 Million

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

9

Overnight Person-Trips = 9.3 Million

Adults 76%

Children 24%

2.2 Million

7.1 Million

The Poconos’ Day Travel Market — by Trip Purpose

10

Leisure 94%

Business 4%

Business-Leisure

2%

Day Person-Trips = 16.3 Million

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

11

Day Person-Trips = 16.3 Million

Adults 78%

Children 22%

3.5 Million

12.8 Million

Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

14

Total Spending = $1.4 Billion

Lodging 44%

Food & Beverage

21%

Retail 14% Recreation

13%

Transportation 8%

$618 Million

$108 Million

$181 Million

$203 Million

$301 Million

Average Per Person Expenditures on Overnight Trips — By Sector

15

Base: Total Overnight Person-Trips

$67

$32 $22 $20

$12

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

$153

$0 0

100

200

300

Leisure Business*

Do

llars


* Low Business Base

Average Per Party Expenditures on Overnight Trips — By Sector

17


$211

$103

$69 $62 $37

0

50

100

150

200

250

Lodging Restaurant Food &Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Do

llars

Average Per Party Expenditures on Overnight — by Trip Purpose

18

$486

$0 0

200

400

600

Leisure Business*

Do

llars


* Low Business Base

Overnight Trip Characteristics

20

Main Purpose of Trip

Base: Overnight Person-Trips

43

11

9

9

7

6

4

3

2

4

2

2

0 10 20 30 40 50

Visiting friends/relativesResort

TouringOutdoorCasino

Special eventTheme park

Ski/SnowboardingCity trip

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

50%

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

21

43

11

9

9

7

6

4

3

2

43

5

8

6

5

7

4

1

6

0 10 20 30 40 50

Visiting friends/relatives

Resort

Touring

Outdoor

Casino

Special event

Theme park

Ski/snowboarding

City trip

Percent

Poconos US Norm


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

22


4

2

7

3

0 5 10 15

Other Business Trip

Conference/Convention

Percent

Poconos US Norm

State Origin Of Trip

23


28

23

22

4

2

2

0 10 20 30

Pennsylvania

New York

New Jersey

Florida

Maryland

Ohio

Percent

DMA Origin Of Trip

24


37

21

7

3

2

2

2

0 10 20 30 40

New York, NY

Philadelphia, PA

Wilkes Barre-Scranton, PA

Harrisburg-Lncstr-Leb-York, PA

Pittsburgh, PA

Boston, MA

Baltimore, MD

Percent

Season of Trip

25

21

24

30

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

26

53

4 9

40

56

8 7

36

0

20

40

60

80

Internet Travel Agent Other None

Perc

ent

Poconos US Norm


Method of Booking Trip

27

53

4 4

42

56

8 4

37

0

20

40

60

80

Internet Travel Agent Other None

Perc

ent

Poconos US Norm


Total Nights Away on Trip

28

25

33

24

9

7

2

23

27

26

11

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 Nights

Average

US Norm

= 3.7 Nights


Number of Nights Spent in The Poconos

29

Average Nights Spent in The Poconos = 2.4

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

38

31

20

7

4

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Size of Travel Party

30

2.5

2.2

0.8

0.7

0.00 1.00 2.00 3.00 4.00

Poconos

US Norm

Average No. of People

Adults Children

Total = 3.3

Total = 2.9


Transportation

31

86

8

8

5

4

4

1

1

1

68

18

24

10

6

5

3

1

1

0 20 40 60 80 100

Own car/truck

Rental car

Plane

Taxi Cab

Bus

Train

Camper, R.V

Bicycle

Motorcycle

Percent

Poconos US Norm


Accommodation

32

23

19

18

14

7

5

5

4

4

4

2

1

1

6

21

25

19

13

4

3

4

2

3

4

3

1

2

10

0 10 20 30

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

Percent

Poconos US Norm


Activities and Experiences

33

33

21

20

16

13

12

12

11

10

10

10

7

6

6

6

33

22

16

11

7

13

10

10

8

10

6

14

5

5

4

0 10 20 30 40

ShoppingFine diningSwimming

CasinoHiking/Backpacking

Landmark/Historic siteNational/State parkBar/Disco/Nightclub

Theme parkMuseum

FishingBeach/Waterfront

ZooCamping

Winery

Percent

Poconos US Norm


Activities and Experiences (Cont’d)

34

6

6

6

5

5

5

4

4

4

4

3

3

3

2

2

5

5

7

5

1

4

6

4

5

4

4

4

2

2

1

0 10 20 30 40

Fair/Exhibition/FestivalDance

TheaterSpa

Skiing/SnowboardingBoating/Sailing

Business meetingGolf

Art galleryBrewery

BikingConvention/conference

Mountain climbingParticipate in adult sports event

Rafting

Percent

Poconos US Norm



35

2

2

2

2

2

2

2

1

1

1

1

1

1

3

2

2

2

1

3

2

1

2

1

1

1

1

0 10 20 30 40

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

Percent Poconos US Norm


Activities of Special Interest

36

29

24

15

9

6

6

26

23

16

7

7

6

0 10 20 30

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Winery tours/Wine tasting

Traveling with grandchildren

Eco-tourism

Percent

Poconos US Norm


Online Social Media Use by Travelers

37

80

49

33

31

24

22

15

13

12

76

49

31

28

21

19

13

11

13

0 20 40 60 80

Used any social media for travel

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

Percent

Poconos US Norm


Online Social Media Use by Travelers (Cont’d)

38

80

12

11

9

9

8

8

6

76

13

9

9

8

10

6

5

0 20 40 60 80


Connected with others interested in travel

Tweeted about a trip

"Followed" a destination/attraction

Gave travel advice

Contributed travel reviews

Subscribed to a travel e-newsletter

Blogged about a trip

Percent

Poconos US Norm


Organization Membership

39

50

21

1

1

42

21

4

3

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent

Poconos US Norm


Day Trip Detail

Day Trip Expenditures

Total Day Trip Spending — by Sector

42

Total Spending = $964 Million

Recreation 32%

Retail 22%

Food & Beverage

32% Transportation

14%

$217 Million

$132 Million

$304 Million

$311 Million

Average Per Person Expenditures on Day Trips — By Sector

43

Base: Total Day Person-Trips

$19 $19

$13

$8

0

10

20

30

Restaurant Food &Beverage

Recreation/ Sightseeing/Entertainment

Retail Purchases Transportation atDestination

Do

llars

Day Trip Characteristics

45

Main Purpose of Trip

33

10

10

9

9

8

6

3

2

2

2

3

2

2

0 10 20 30 40

Visiting friends/relativesCasino

TouringTheme park

OutdoorsShopping

Special eventCity trip

Ski/SnowboardingResort

Golf

Other business tripConference/convention

Business-leisure

Percent

Marketable

Trips

60%

Base: Day Person-Trips


46

33

10

10

9

9

8

6

3

2

2

2

37

5

11

3

6

8

8

8

<1

2

1

0 10 20 30 40


Casino

Touring

Theme park

Outdoors

Shopping

Special event

City trip

Ski/Snowboarding

Resort

Golf

Percent

Poconos US Norm



47

3

2

6

2

0 5 10 15

Other business trip

Conference/convention

Percent

Poconos US Norm


State Origin Of Trip

48

45

25

24

2

0 20 40 60

Pennsylvania

New York

New Jersey

Maryland

Percent


DMA Origin Of Trip

49


42

20

19

5

3

2

2

0 10 20 30 40 50

New York, NY/NJ/PA/CT

Wilkes Barre-Scranton, PA

Philadelphia, PA

Harrisburg-Lncstr-Leb-York, PA

Binghamton, NY

Pittsburgh, PA

Baltimore, MD

Percent

Season of Trip

50

23

23

30

24

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

51

2.3

2.1

0.7

0.7

0 1 2 3 4

Poconos

US Norm

Average No. of People

Adults Children

Total = 3.0

Total = 2.8


Activities and Experiences

52

28

16

12

10

9

8

8

8

7

6

5

5

4

3

28

7

13

6

7

8

6

5

7

4

5

2

3

1

0 10 20 30

ShoppingCasino

Fine diningTheme Park

SwimmingLandmark/historic site

National/state parkHiking/backpacking

MuseumFishing

ZooGolf

CampingSkiing/snowboarding

Percent

Poconos US Norm



53

3

3

3

3

3

3

2

2

2

2

2

2

2

2

2

4

2

3

4

8

3

2

3

4

2

2

1

1

0 10 20 30

BikingFair/exhibition/festival

BreweryWinery

Bar/disco/nightclubBeach/waterfront

Business MeetingRock/pop concert

Art galleryTheater

SpaBoating/sailing

HuntingRafting

Percent

Poconos US Norm


Activities of Special Interest

54

20

19

7

6

6

5

21

19

11

5

5

5

0 5 10 15 20 25

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-Tourism

Winery tours/wine tasting

Traveling with grandchildren

Percent

Poconos US Norm


Social Media Use by Travelers

55

72

43

28

24

24

17

13

13

72

44

29

21

25

19

12

12

0 20 40 60 80


Used Smartphone while traveling

Posted travel photos/video online

Looked at travel photos/video online

Read travel reviews online

Accessed travel deals/news/promotions

Connected to others interested in travel

Read a travel blog

Percent

Poconos US Norm


Social Media Use by Travelers (Cont’d)

56

72

13

10

8

8

6

6

3

72

10

8

7

8

8

5

5

0 20 40 60 80


Got travel advice via social networking

"Followed" a destination/attraction

Gave travel advice via social networking

Contributed travel reviews online

Tweeted about a trip

Subscribed to a travel e-newsletter

Blogged about a trip

Percent

Poconos US Norm


Organization Membership

57

44

21

1

<1

37

19

3

2

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent

Poconos US Norm


Demographic Profile of Visitors to The Poconos

Gender

59

48

52

48

52

0 20 40 60 80

Male

Female

Percent

Day Overnight

Base: Total Person-Trips to The Poconos

Age

60

13

40

32

15

12

41

34

13

0 10 20 30 40 50

18-24

25-44

45-64

65 or older

Percent

Day Overnight


Average Day = 44.8 Average ON = 44.5

Household Size

61

16

35

18

16

15

20

31

21

15

13

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight


Household Income

62


4

16

14

23

43

5

19

16

20

40

0 10 20 30 40 50

$150K +

$100-149.9K

$75K-99.9K

$50K-74.9K

Less than $49.9K

Percent

Day Overnight

Marital Status

63

59

28

13

63

25

12

0 20 40 60 80

Married/With Partner

Single/Never Married

Separated/Divorced/Widowed

Percent

Day Overnight


Children in Household

64

52

25

25

17

50

21

25

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


Education

65

9

37

27

25

2

17

42

23

17

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Day Overnight


Employment

66

49

11

40

48

11

41

0 25 50 75

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent

Day Overnight


Race

67

88

7

5

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

68

94

6

93

7

0 20 40 60 80 100

No

Yes

Percent

Day Overnight


Key Terms Defined

69

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

70

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, 2014 visitor report, the poconos

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