Page 1

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

Travel USA 2010 Visitor Report, The Poconos  

Travel USA 2010 Visitor Report, The Poconos, April 2010

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