2011 ANNUAL TRAVEL PROFILE Upstate PA Region

Transcription

1 2011 ANNUAL TRAVEL PROFILE Upstate PA Region

2 Upstate PA Region Excluding Pocono Mountains Subregion 2

3 Research Methodology The research for this report was conducted by Longwoods International. The results consist of: Estimates of the domestic volume of overnight travel on a nationwide level. Estimates of the volume of overnight and day travel to Pennsylvania and its tourism regions. Characteristics and profile of overnight and day trips to the state and the individual tourism regions. The results are based on results from the Travel USA annual survey of US travelers. Each quarter, a random cross-section of approximately 1 million panel members is sent an invitation to participate in the survey, or over 5 million annually. For the 2011 travel year, this yielded: 207,014 trips for analysis nationally 138,771 overnight trips and 68,243 day trips. 3

4 Research Methodology (cont d) The Travel USA program identified 5,790 survey respondents who visited Pennsylvania on an overnight trip and 4,530 on a day-trip in A follow-up survey was sent to a representative sample of these visitors to augment the information from Travel USA, providing more in-depth information on visitor spending and visitor activity, as well as strategic data on trip characteristics, planning and booking, and visitor impressions of Pennsylvania s tourism product. There were 1,883 total responses for the overnight segment and 990 total responses for the day-trip segment from this return sample. Estimates of Pennsylvania s overnight and day-trip volume were based on a number of sources, including Travel USA, the customized return-to-sample research, and consultations with Tourism Economics. 4

5 Research Methodology (cont d) Estimates of Pennsylvania s overnight and day-trip travel volume are based on a number of sources including Travel USA, the custom return-to-sample research discussed above, historic data from previous research conducted for the Pennsylvania Tourism Office, and consultations with Tourism Economics, the contractor responsible for Pennsylvania s annual economic impact of travel and tourism estimates. 5

6 Upstate PA Region Visitor Volume

7 Regions Visited on Overnight Trips* in millions of trips Philadelphia & The Countryside Pittsburgh & Its Countryside Dutch Country Roads Pocono Mountains Upstate PA Pennsylvania's Great Lakes Lehigh Valley Valleys of the Susquehanna Pennsylvania Wilds The Alleghenies Laurel Highlands *Spent time in region Sum or regions will exceed State total as a number of travelers visited more than one region. 7

8 Regions Visited on Day Trips* in millions of trips Philadelphia & The Countryside Dutch Country Roads Pittsburgh & Its Countryside Pocono Mountains Upstate PA Pennsylvania's Great Lakes Lehigh Valley Valleys of the Susquehanna The Alleghenies Pennsylvania Wilds Laurel Highlands *Spent time in region Sum of regions will exceed State total as a number of travelers visited more than one region. 8

9 Upstate PA Region Main Reason for Trip

10 Main Reason for Overnight Trip Base: Total Overnight Trips The Upstate PA region had the 5 th highest proportion of overnight travelers visiting the region for business purposes and to visit friends/relatives in 2011 among the state s 11 tourism regions. Business-Leisure 2% Business 12% Marketable 32% Visiting Friends/Relatives 54%

11 Main Reason for Day-Trip Base: Total Day-Trips The Upstate PA region had the highest proportion of travelers visiting the region to visit friends/relatives and the 4 th highest proportion for business purposes among the state s 11 tourism regions in Business 9% Business-Leisure Marketable 5 Visiting Friends/Relatives 34%

12 Upstate PA Region Main Origin Markets Overnight Trips

13 Main Origin States for Overnight Leisure Trips Base: Total Overnight Leisure Trips Pennsylvania New York New Jersey Maryland Virginia Florida Delaware Ohio South Carolina 11% 7% 10% 7% 4% 4% 1% 4% 1% 1% 16% 45% 44%

14 Main Urban Markets for Overnight Leisure Trips Base: Total Overnight Leisure Trips Philadelphia 17% 18% In-State DMAs Pittsburgh Wilkes Barre-Scranton 9% 9% 9% 1 Harrisburg-Lancaster-Lebanon-York Johnstown-Altoona 2% 1% 8% 6% Out-of-State DMAs New York, NY/NJ/PA/CT Baltimore, MD 5% 4% 14% 18% Washington, DC 4%

15 Upstate PA Region Main Origin Markets Day-Trips

16 Main Origin States for Leisure Day-Trips Base: Total Leisure Day-Trips Pennsylvania 69% 67% New York New Jersey Delaware Maryland 1 12% 6% 9% 1% 2% 5%

17 Main Urban Markets for Leisure Day-Trips Base: Total Leisure Day-Trips Wilkes Barre-Scranton 21% 27% In-State DMAs Philadelphia Harrisburg-Lancaster-Lebanon-York 11% 12% 16% 2011 Pittsburgh 9% 12% 2010 Johnstown-Altoona 1% Out-of-State DMAs New York, NY/NJ/PA/CT Buffalo, NY 4% 10% 1

18 Upstate PA Region Traveler Profile

19 Gender OVERNIGHT Base: Total Overnight Leisure Trips Base: Total Leisure Day-Trips DAY-TRIPS % 0.000% % % % % % % % 5.000% % % % % % % 38% 4 Male 45% Male 4 45% 44% 57% Female 55% Female 57% 55% 56% Upstate PA Pennsylvania US Average Upstate PA Pennsylvania US Average

20 Age OVERNIGHT Base: Total Overnight Leisure Trips % 7.000% % % DAY-TRIPS Base: Total Leisure Day-Trips 0.000% % % years years years years years % 1 14% 17% 12% 15% 15% 15% 15% 16% 27% years years years years years % 1 17% 15% 17% 17% 18% 2 21% 15% 18% 16% 15% 16% 16% Upstate PA PA US Median Age: Upstate PA PA US Median Age:

21 Race Base: Total Overnight Leisure Trips OVERNIGHT Base: Total Leisure Day-Trips DAY-TRIPS 0.000% % % % % % 91% 0.000% % % % % % 92% White 88% White 89% 8 8 2% African-American 4% 6% Upstate PA Pennsylvania African-American 6% Upstate PA Pennsylvania Other 5% 8% US Average Other 5% 8% US Average

22 Marital Status OVERNIGHT Base: Total Overnight Leisure Trips % 0.000% % % % % 6 DAY-TRIPS Base: Total Leisure Day-Trips % 0.000% % % % % 67% Married/With partner 65% Married/With partner 69% 65% 67% 24% Never married 25% Never married 22% Divorced/Widowed/ Separated 25% 12% 9% 9% Upstate PA Pennsylvania US Average Divorced/Widowed/ Separated 2 11% 9% 10% Upstate PA Pennsylvania US Average

23 Household Size Base: Total Overnight Leisure Trips OVERNIGHT % 5.000% % % % % Base: Total Leisure Day-Trips DAY-TRIPS 0.000% % % % % 11% 10% 1 member 12% 1 member 10% 12% 10% 31% 37% 2 members 38% 2 members 38% 38% 37% 16% 26% 3 members 17% 3 members 18% 28% 11% 4 members 4 members Upstate PA PA US Upstate PA PA US

24 Children in Household Base: Total Overnight Leisure Trips OVERNIGHT % % % % Base: Total Leisure Day-Trips DAY-TRIPS 0% 50% No children under 18 54% 62% 61% No children under 18 62% 6 60% Any child between Any child between % 14% 14% 16% 17% Upstate PA Pennsylvania US Average Any child between Any child between % 14% 15% 15% 15% 18% Upstate PA Pennsylvania US Average Any child under 6 25% 21% Any child under 6 17%

25 Education OVERNIGHT Base: Total Overnight Leisure Trips % 7.000% % % DAY-TRIPS Base: Total Leisure Day-Trips 0% 40% Post-graduate 17% Post-graduate 12% 17% 15% College graduate Some college High school or less Other 22% 24% 28% 18% 15% 1% 1% 1% 38% 38% 39% Upstate PA Pennsylvania US Average College graduate Some college High school or less Other 1% 1% 1% 38% 38% 37% % 25% 18% Upstate PA Pennsylvania US Average College graduate includes both bachelor s and associate s degree holders. College graduate includes both bachelor s and associate s degree holders.

26 Employment Base: Total Overnight Leisure Trips OVERNIGHT % % % % Base: Total Leisure Day-Trips DAY-TRIPS -5% 15% 35% 55% Full time/ self-employed 42% 48% 45% Full time/ self-employed 42% 46% 44% Part time 11% 10% Part time 1 10% 10% 10% 16% Retired 18% Retired Not employed/ Student/Homemaker 26% 22% 24% Not employed/ Student/Homemaker 27% 2 26% Upstate PA PA US Upstate PA PA US

27 Income OVERNIGHT Base: Total Overnight Leisure Trips % 6.000% % % % 26% $100K+ 28% 27% 11% $75K-$99.9K 17% 15% $50K-$74.9K 21% 21% 25% $25K-$49.9K 21% 2 Under $25K 1 14% Upstate PA PA US Median: $58,620 $69,250 $65,780 DAY-TRIPS Base: Total Leisure Day-Trips 0% 10% 30% 40% $100K+ 24% 22% 11% $75K-$99.9K 16% 14% $50K-$74.9K 2 21% 30% $25K-$49.9K 25% 26% Under $25K 12% 16% Upstate PA PA US Median: $51,980 $64,590 $59,420

28 Upstate PA Region Attractions Visited Overnight Trips

29 Attractions/Events Visited Upstate PA Region* Base: Overnight Trips 0.000% 5.000% % % % % % % Covered Bridges Historic Home/Museum 8% 8% Golf course Old Mill Village Museum Center For Anti-Slavery Studies Winery/Vineyard Pennsylvania Anthracite Coal Miners Memorial Eagle's Mere Historic Village Underground Railroad Ricketts Glen State Park The Downs at Carbondale Endless Mountains Nature Center Loyalsock State Forest 5% 5% 4% 2% 2% 2% 2% 1% 1% *Endless Mountains area 29

30 Attractions/Events Visited Upstate PA Region* Base: Overnight Trips 0.000% 2.000% 4.000% 6.000% 8.000% % % % Lackawanna Coal Mine Tour 6% Winery/Vineyard Historic Home/Museum 5% 5% Covered Bridges Golf course Mohegan Sun at Pocono Downs 4% 4% Pioneer Tunnel Coal Mine Underground Railroad Steamtown National Historic Site Houdini Tour & Museum Lackawanna Electric Trolley Museum The Downs at Hazleton PA Anthracite Coal Museum 2% 2% 2% 2% 2% 2% Hickory Run State Park Ricketts Glen State Park 1% 1% *Wilkes-Barre/Scranton area 30

31 Upstate PA Region Importance of Factors In Choosing to Visit the Region

32 Importance of Factors In Choosing to Visit Upstate PA Region Base: Overnight Trips % Rating Factor as Very Important* Feeling safe at the destination Convenient access by car Affordable attractions/events Having family or friends who live in the region Lots of things for adults to see and do Being at a place I ve never seen before Availability of economy or budget accommodations Availability of mid-range accommodations Lots of cultural things to see or experience Within a two-to-four-hour drive from home Lots of historic things to see or experience A great rural/agricultural area * Rated 8, 9 or 10 on 10-pt. Importance scale 2 24% 38% 3 34% 34% 34% 32% 29% 28% 36% 57% 51% 55% 50% 45% 44% 58% 44% 46% 6 76% 74%

33 Importance of Factors In Choosing to Visit Upstate PA Region (cont d) Base: Overnight Trips % Rating Factor as Very Important* Unique or local food and cuisine A fun place for couples Great shopping Different or unique local artwork/craftwork A fun city environment Lots of information about the destination on the Internet Within a two-hour drive from home Availability of luxury accommodations Availability of camping or RV facilities Great opportunities for nature/eco-travel Lots of things for children to see and do Focus on green travel 9% 1 9% 27% 25% 27% 30% 25% 22% 22% 17% 22% 32% 45% 21% 18% 31% 18% 18% 18% 32% * Rated 8, 9 or 10 on 10-pt. Importance scale 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%