2011 ANNUAL TRAVEL PROFILE Pocono Mountains Region 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 e-mail 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. 2 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 2011. 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. 3 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. 4 UPSTATEPA Region - Pocono Mountains Subregion 5 Pocono Mountains Region Visitor Volume Regions Visited on Overnight Trips* in millions of trips Philadelphia & The Countryside Pittsburgh & Its Countryside Dutch Country Roads 8.8 Pocono Mountains 8.4 Upstate PA Pennsylvania's Great Lakes 2011 Lehigh Valley 2010 Valleys of the Susquehanna Pennsylvania Wilds The Alleghenies Laurel Highlands 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 *Spent time in region 7 Sum or regions will exceed State total as a number of travelers visited more than one region. Regions Visited on Day Trips* in millions of trips Philadelphia & The Countryside Dutch Country Roads Pittsburgh & Its Countryside 15.5 Pocono Mountains 14.3 Upstate PA 2011 Pennsylvania's Great Lakes 2010 Lehigh Valley Valleys of the Susquehanna The Alleghenies Pennsylvania Wilds Laurel Highlands *Spent time in region 8 Sum of regions will exceed State total as a number of travelers visited more than one region. Pocono Mountains Region Main Reason for Trip Main Reason for Overnight Trip Base: Total Overnight Trips The Pocono Mountains region had the highest proportion of overnight travelers visiting a region for marketable purposes in 2011. Business Business-leisure 4% 2% Visiting Friends/Relatives 43% Marketable 51% Main Reason for Day-Trip Base: Total Day Trips The Pocono Mountains region had the third highest proportion of day-travelers visiting a region for marketable (i.e., non-VFR leisure) purposes in 2011. Business Business-Leisure 3% <1% Visiting Friends/Relatives 34% Marketable 63% Pocono Mountains Region Main Origin Markets – Marketable Overnight Leisure Trips Main Origin States for Marketable Overnight Leisure Trips Base: Total Marketable Overnight Leisure Trips 34% New Jersey 27% 28% Pennsylvania 34% 24% New York 24% 2011 5% Maryland 2010 3% 2% Massachusetts 1% 1% Virginia 1% 0 0 0 0 Main Urban Markets for Marketable Overnight Leisure Trips Base: Total Marketable Overnight Leisure Trips 23% Philadelphia 26% 6% Wilkes Barre-Scranton In-State 11% 4% DMAs Harrisburg-Lancaster-Lebanon-York 2011 2% 1% 2010 Pittsburgh 1% 49% New York, NY/NJ/PA/CT 46% 3% Baltimore, MD Out-of-State 2% DMAs 1% Providence-New Bedford, RI <1% 1% Washington, DC <1% 1% Salisbury, MD 0% Pocono Mountains Region Main Origin Markets – Marketable Leisure Day-Trips Main Origin States for Marketable Leisure Day-Trips Base: Total Marketable Leisure Day-Trips 47% Pennsylvania 53% 30% New Jersey 2011 30% 2010 20% New York 12% 0 0 0 0 0 1 1 Main Urban Markets for Marketable Leisure Day-Trips Base: Total Marketable Leisure Day-Trips 31% Philadelphia 36% In-State 13% Wilkes Barre-Scranton DMAs 18% 7% Harrisburg-Lancaster-Lebanon-York 2011 1% 2010 43% New York, NY/NJ/PA/CT 38% Out-of-State 1% DMAs Binghamton, NY 1% 1% Syracuse, NY 0% Pocono Mountains Region Traveler Profile Gender OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips -10% 0% 10% 20% 30% 40% 50% 60% -5% 5% 15% 25% 35% 45% 55% 65% 50% 49% Male 47% Male 44% 47% 44% 50% 51% Female 53% Female 56% 53% 56% Pocono Mountains Pocono Mountains Pennsylvania Pennsylvania US Average US Average Age OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips 0.000% 10.000% 20.000% 0.000% 5.000%10.000% 15.000% 20.000% 25.000% 13% 8% 18-24 years 11% 18-24 years 11% 12% 12% 23% 20% 25-34 years 18% 25-34 years 14% 18% 17% 25% 15% 35-44 years 21% 35-44 years 20% 20% 20% 18% 22% 45-54 years 22% 45-54 years 21% 20% 20% 13% 17% 55-64 years 14% 55-64 years 18% 14% 15% 9% 18% 65+ 14% 65+ 16% 16% 16% Pocono Mountains PA US Pocono Mountains PA US Median Age: 41.1 44.9 44.9 Median Age: 47.7 47.4 45.6 Race OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips 0% 20% 40% 60% 80% 100% 0.000% 20.000%40.000% 60.000% 80.000% 100.000% 86% 90% White 91% White 93% 87% 87% 5% 3% African- 5% African- American American 3% Pocono Mountains 5% 5% Pocono Mountains Pennsylvania Pennsylvania 6% US Average 6% US Average Other 4% Other 4% 8% 8% Marital Status OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips -5.000% 15.000% 35.000% 55.000% 75.000% -5.000%5.000% 15.000% 25.000% 35.000% 45.000% 55.000% 65.000% 75.000% 73% 66% Married/With partner 73% Married/With partner 69% 70% 68% 19% 23% Never married 20% Never married 22% 22% 22% Pocono Mountains 6% 11% Pocono Mountains Pennsylvania Divorced/Widowed/ Divorced/Widowed/ Pennsylvania Separated 7% US Average 9% Separated US Average 7% 10% Household Size OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips 0.000% 10.000% 20.000% 30.000% 40.000% 0.000% 20.000% 40.000% 6% 9% 1 member 9% 1 member 10% 13% 10% 37% 42% 2 members 36% 2 members 37% 38% 37% 15% 22% 3 members 18% 3 members 21% 18% 19% 42% 27% 4+ members 36% 4+ members 32% 30% 35% Pocono Mountains PA US Pocono Mountains PA US Children in Household OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips 10.000% 60.000% 10.000% 30.000% 50.000% 48% 67% No children No children 56% 63% under 18 under 18 59% 60% 22% 14% Any child Any child between 18% between 15% 13-17 13-17 16% 16% Pocono Mountains Pocono Mountains 27% Pennsylvania 15% Pennsylvania Any child Any child between 19% US Average between 15% US Average 6-12 6-12 18% 19% 27% 14% Any child Any child 22% 19% under 6 under 6 21% 20% Education OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips 0.000% 10.000%20.000% 30.000% 40.000% 0.000% 10.000%20.000% 30.000% 40.000% 17% 15% Post-graduate 18% Post-graduate 17% 18% 15% 35% 38% College graduate 39% College graduate 37% 40% 37% 25% 30% Some college 24% Some college 24% 26% 29% 20% 17% High school High school 19% 20% or less Pocono Mountains or less 15% 17% Pocono Mountains Pennsylvania 1% 1% US Average Pennsylvania Other 1% Other 1% US Average 1% 1% College graduate includes both bachelor’s and associate’s College graduate includes both bachelor’s and associate’s degree holders. degree holders. Employment OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips -9.000%1.000% 11.000% 21.000% 31.000% 41.000% 51.000% 61.000% -5.000%5.000% 15.000% 25.000% 35.000% 45.000% 55.000% 60% 53% Full time/ Full time/ 52% self-employed Self-employed 48% 49% 45% 10% 12% Part time 11% Part time 10% 10% 10% 11% 18% Retired 17% Retired 19% 19% 19% 17% 17% Not employed/ 19% Not employed/ Homemaker/Student Homemaker/Student 23% 21% 24% Pocono Mountains PA US Pocono Mountains PA US Income OVERNIGHT DAY-TRIPS Base: Total Marketable Overnight Trips Base: Total Marketable Day-Trips -1.000% 9.000% 19.000% 29.000% 39.000% 0.000% 10.000% 20.000% 30.000% 39% 39% $100K+ 31% $100K+ 26% 31% 24% 20% 14% $75K-$99.9K 16% $75K-$99.9K 15% 16% 15% 20% 22% $50K-$74.9K 21% $50K-$74.9K 25% 21% 22% 12% 21% $25K-$49.9K 22% $25K-$49.9K 24% 21% 26% 8% 5% Under $25K 10% Under $25K 11% 11% 14% Pocono Mountains PA US Pocono Mountains PA US Median: $86,010 $72,710 $71,670 Median: $81,100 $66,860 $61,660 Pocono Mountains Region Attractions Visited — Overnight Marketable Trips Attractions/Events Visited Pocono Mountains Base: Overnight Marketable Trips Mount Airy Casino Resort 22% Bushkill Falls 21% The Crossings Premium Outlets 18% Delaware Water Gap 12% Camelback Waterpark 9% Jim Thorpe 9% Pocono Raceway 7% Carousel Water & Fun Park 7% Caesar's Resort 7% Hickory Run State Park & Big Boulder