Travel USA 2010 Visitor Report, The Poconos

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


Average Per Party Expenditures on Overnight Trips — By Sector

17


$198

$93$73

$55$33

0

50

100

150

200

Lodging Restaurant Food & Beverage

Retail Purchases Recreation/ Sightseeing/

Entertainment


Do

llars

Average Per Party Expenditures on Overnight — by Trip Purpose

18

$454$373

0

200

400

600

Leisure Business

Do

llars


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


3

3

4

8

0 5 10 15

Conference/Convention

Other business trip

Percent

Poconos US Norm

State Origin Of Trip

23


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


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


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


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


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


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


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


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


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


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



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


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


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


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


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


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


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.


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


Casino

Special event

Shopping

Touring

Outdoors

Resort

Ski/Snowboarding

Theme park

City trip

Cruise

Percent

Poconos US Norm

Base: Day Person-Trips


46

1

5

2

8

0 5 10 15

Conference/convention

Other business

Percent

Poconos US Norm


State Origin Of Trip

47

56

24

14

1

1

1

0 20 40 60

Pennsylvania

New Jersey

New York

Connecticut

Ohio

Maryland

Percent


DMA Origin Of Trip

48


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


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


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



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


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


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 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


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


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


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


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


Household Income

60


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


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


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


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


Race

65

91

5

4

89

4

7

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

66

5

95

5

95

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

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

Documents

Travel USA 2010 Visitor Report, The Poconos