niagara falls, ny 2017 visitor researchniagara-usa.s3.amazonaws.com/cms/2344/longwoods... · 10 10...
Post on 04-Jul-2020
0 Views
Preview:
TRANSCRIPT
Niagara Falls, NY
2017 Visitor
Research
Introduction…………….………………………………..…………..……………..……………………………………………………………. 3
Research Objectives…………………………………………..……………...………………………………………………........................ 4
Methodology………………………………………………………………...…………………………………………………........................ 5
Key Findings………………………………………………………..…………………………………………………………......................... 7
Size & Structure of the U.S. Travel Market…………………………..………………………………………………………………………. 11
Size & Structure of Niagara Falls’ Domestic Travel Market………………..………………………………………………………………... 15
Overnight Expenditures…………………………….………………………..…...…………………………………………………………….. 21
Overnight Trip Characteristics……………………..…………………….…………………………………………………………………….. 24
Demographic Profile of Overnight Visitors………..........................................……………………………………………………………. 60
Day Trip Expenditures……………………………………………...………..…...……………………………………………………………. 71
Day Trip Characteristics……………………………………………………..……………………………………………….......................... 74
Demographic Profile of Day Visitors………………........................................……………………………………………………………. 95
Appendix: Key Terms Defined…………………………………………………..……………………………………………........................ 106
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 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 Niagara Falls’ domestic tourism business in 2017.
3
The visitor research program is designed to provide:
Estimates of domestic overnight and day visitor volumes to Niagara Falls, NY.
A profile of Niagara Falls’ performance within its overnight travel market.
Domestic visitor expenditures in Niagara Falls, NY.
Profiles of Niagara Falls’ day travel market.
Relevant trends in each of these areas.
4
Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major
U.S. consumer panel is invited to participate in the Travel USA® survey:
Selected to be representative of the U.S. adult population
For the 2017 travel year, this yielded :
329,470 trips for analysis nationally:
232,317 overnight trips
97,153 day trips
For Niagara Falls, the following sample was achieved in 2017:
745 trips:
444 overnight trips
301 day trips (2016 and 2017 combined sample)
For analysis, data were weighted on key demographics to correct for any differences between the
sample and U.S. population targets.
5
The results of this report are based on two time frames:
Niagara Falls overnight data and all U.S. norms are reported for the 2017 travel year.
To maximize statistical reliability, day data are based on two years’ combined sample from 2016 and
2017
6
Key Findings
In 2017, Niagara Falls, NY had 7.6 million person trips, increasing 3.3% from 2016. 46% were overnight
trips and 54% were day trips.
The overnight trips generated $694 million in spending, increasing 4.1% from 2016.
When asked about the main purpose of their overnight trip, 28% responded that they were visiting
friends and relatives, while 61% said they were on marketable trips. Marketable trips are defined as
those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types
were touring through the region and city trips.
The top states of origin for visitors on overnight trips to Niagara Falls were New York, California and
Ohio. The top DMA’s of origin were New York City, Cleveland and Boston.
8
Almost three quarters (73%) of visitors on an overnight trip to Niagara Falls were very satisfied with the
overall trip experience. The next highest-ranking categories for satisfaction were sightseeing/attractions
at 70% and friendliness of the local people at 59%.
Among those on overnight trips to Niagara Falls, 61% have visited Niagara Falls at least once before and
35% have visited in the past 12 months.
Overnight trips to Niagara Falls tend to be planned further in advance of travel than the national average
– 57% of overnight trips to Niagara Falls were planned more than two months ahead vs 51% nationally.
35% of overnight trips were planned less than two months ahead, while only 8% of overnight trips to
Niagara Falls were not planned ahead at all vs 14% nationally.
Online travel agencies, advice from friends/relatives and destination websites were the most common
planning sources for a Niagara Falls overnight trip. Online travel agencies and hotel/resort were the most
common booking sources.
9
The average number of nights spent in Niagara Falls on an overnight trip was 2.4 nights, up from 2.3
nights in 2016.The average travel party size was 3.3 persons.
Over half (60%) of overnight Niagara Falls travelers arrived by personal car or truck, but visitors are also
more likely to use a rental car during their visit than the national average (28% vs 17%).
The top activities and experiences engaged in during an overnight trip to Niagara Falls were shopping,
visiting a state/national park, visiting a landmark/historic site visits, going to a museum or to a casino.
Overnight visitors to Niagara Falls are more likely to travel with family and friends than to travel alone.
10
Size & Structure of the
U.S. Travel Market
1,480 1,532 1,568 1,585 1,618
0
500
1,000
1,500
2,000
2013 2014 2015 2016 2017
Mill
ion
s o
f T
rip
s
2.1%
Base: Overnight Person-Trips
12
Visits to Friends/Relatives
43%
Marketable 43%
Business 10%
Business-Leisure 4%
Base: Overnight Person-Trips
13
2
5
< 1
3
2
-5 0 5
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
Base: Overnight Person-Trips
14
Size & Structure of the
Niagara Falls, NY
Domestic Travel Market
Total Person-Trips = 7.6 Million
Day Trips 54%
Overnight Trips 46%
3.5 Million
4.1 Million
+3.3% vs. 2016
16
Total Overnight Person-Trips = 3.5 Million
Adults 79%
Children 21%
0.7 Million
2.8 Million
17
Visiting Friends/Relatives
28%
Marketable 61%
Business 8%
Business-Leisure 3%
0.8 Million
1.7 Million
0.2 Million
0.1 Million
Adult Overnight Person-Trips = 2.8 Million
18
Total Day Person-Trips = 4.1 Million
Adults 78%
Children 22%
0.9 Million
3.2 Million
19
Visiting Friends/Relatives
25%
Marketable 71%
Business 3%
Business-Leisure 1%
2.3 Million
0.08 Million
0.03 Million
Adult Day Person-Trips = 3.2 Million
0.8 Million
20
Overnight Trip
Expenditures
Total Spending = $694 Million
Lodging 33%
Restaurant Food & Beverage
21%
Retail 18%
Recreation 17%
Transportation 11%
$231 Million
$76 Million
$121 Million
$124 Million
$142 Million
+4.1% vs. 2016
22
$66
$41 $35 $35
$22
0
20
40
60
80
Lodging Restaurant Food &Beverage
Retail Purchases Recreation/Sightseeing/
Entertainment
Transportation atDestination
Dolla
rs
Base: Overnight Person-Trips to Niagara Falls
23
Overnight Trip
Characteristics
28
26
9
8
7
3
3
2
1
1
4
4
3
0 10 20 30
Visiting friends/relatives Touring City trip Casino
Special event Outdoors
Theme park Resort
Golf Trip Cruise
Other business tripConference/Convention
Business-leisure
Percent
Marketable
Trips
61%
25
Base: Overnight Person-Trips to Niagara Falls
28
26
9
8
7
3
3
2
1
1
43
9
5
4
8
6
4
5
1
2
0 10 20 30 40 50
Visiting friends/relatives
Touring
City trip
Casino
Special event
Outdoors
Theme park
Resort
Golf Trip
Cruise
Percent
Niagara Falls U.S. Norm
26
Base: Overnight Person-Trips
28
26
9
8
7
3
3
2
1
1
29
22
11
7
7
3
4
2
2
1
0 10 20 30
Visiting friends/relatives
Touring
City trip
Casino
Special event
Outdoors
Theme park
Resort
Golf Trip
Cruise
Percent
2017 2016
27
Base: Overnight Person-Trips to Niagara Falls
4
4
4
7
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Niagara Falls U.S. Norm
Base: Overnight Person-Trips
28
4
4
5
3
0 2 4 6
Conference/Convention
Other business trip
Percent
2017 2016
Base: Overnight Person-Trips to Niagara Falls
29
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
Base: Overnight Person-Trips to Niagara Falls
30
24
8
8
8
7
6
4
4
4
3
0 10 20 30
New York
California
Ohio
New Jersey
Pennsylvania
Florida
Illinois
Texas
Massachusetts
Virginia
Percent
31
Base: Overnight Person-Trips to Niagara Falls
14
5
4
3
3
3
3
3
2
2
2
0 10 20
New York, NY
Cleveland, OH
Boston, MA
Los Angeles, CA
Chicago, IL
Philadelphia, PA
Orlando-Daytona Beach-Melbrn, FL
Rochester, NY
San Francisco-Oakland-San Jose, CA
Washington, DC
Elmira, NY
Percent
32
Base: Overnight Person-Trips to Niagara Falls
18
28
34
20
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Overnight Person-Trips to Niagara Falls
33
73
70
59
58
54
53
50
47
42
76
69
61
54
55
54
46
0 20 40 60 80 100
Overall trip experience
Sightseeing/ attractions
Friendliness of people
Quality of accomodations
Safety & Security*
Quality of Food
Cleanliness*
Value for the money
Music/ nightlife/ entertainment
Percent
2017 2016
34
Base: Overnight Person-Trips to Niagara Falls
* Added in 2017
** Those who ranked their Niagara Falls experience a 5 on a 5-point scale
61
35
68
50
0 20 40 60 80 100
Ever
Past 12 Months*
Percent
2017 2016
35
Base: Overnight Person-Trips to Niagara Falls
* Question wording changed in 2017
3
16
19
19
35
8
4
14
17
16
35
14
0 10 20 30 40
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything in advance
Percent
Niagara Falls U.S. Norm
36
Base: Overnight Person-Trips
27
18
17
16
15
14
11
10
10
15
13
9
15
10
9
10
4
6
0 10 20 30
Online travel agencies
Advice from relatives or friends
Destination websites
Hotel or resort
Social Media
Travel company websites
Airline/commercial carrier
Travel guide/other books
Auto club/AAA
Percent
Niagara Falls U.S. Norm
37
Base: Overnight Person-Trips
8
8
6
4
4
2
2
2
1
6
2
4
1
3
2
1
1
0
0 10 20 30
Travel agent/company
Magazine articles/ad
Lodging sharing websites (AirBnB, VRBO, etc.)
Newspaper articles/ad
Visitors' bureau/gov tourism office
800/888 number
TV program/ad
Radio show/ad
Travel/ski show or exhibition
Percent
Niagara Falls U.S. Norm
38
Base: Overnight Person-Trips
25
22
15
12
9
8
8
6
5
2
1
15
18
9
12
4
4
6
3
4
1
1
0 10 20 30
Online travel agencies
Hotel or resort
Travel company websites
Airline/commercial carrier
Lodging sharing websites (AirBnB, VRBO, etc.)
Destination websites
Travel agent/company
800/888 number
Auto club/AAA
Visitors' bureau/gov tourism office
Travel/ski show or exhibition
Percent
Niagara Falls U.S. Norm
39
Base: Overnight Person-Trips
91
55
40
39
21
84
45
34
38
16
0 20 40 60 80 100
Used Any Device (net)
Laptop
Smartphone
Desktop/Home computer
Tablet
Percent
Niagara Falls U.S. Norm
40
Base: Overnight Person-Trips
91
77
37
30
85
71
31
27
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Niagara Falls U.S. Norm
41
Base: Overnight Person-Trips
16
23
32
13
12
4
22
27
27
11
10
3
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Niagara Falls U.S. Norm
Average Niagara Falls, NY
4.3 nights
Average U.S. Norm
3.7 nights
42
Base: Overnight Person-Trips
48
26
17
4
5
0 20 40 60
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Average Nights Spent in Niagara Falls = 2.4
Base: Overnight Person-Trips with 1+ Nights Spent In Niagara Falls
43
48
26
17
4
5
50
22
18
4
5
0 20 40 60
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
2017 2016
Average
2017 = 2.4 nights
2016 = 2.3 nights
44
Base: Overnight Person-Trips with 1+ Nights Spent In Niagara Falls
2.5
2.2
0.8
0.6
0 1 2 3 4
Niagara Falls
U.S. Norm
Average Number of People
Adults Children
Total = 2.8
Total = 3.3
45
Base: Overnight Person-Trips
63
38
19
16
16
13
2
1
65
35
17
11
25
12
3
2
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Friend(s)
Parent(s)
Just myself/traveled alone
Other relative(s)
Business associate(s)
Grandparent(s)
Percent
Niagara Falls U.S. Norm
46
Base: Overnight Person-Trips
60
28
22
13
10
9
7
3
1
1
1
68
17
23
10
5
7
4
2
2
1
1
0 20 40 60 80
Own car/truck
Rental car
Plane
Online taxi service (Uber, Lyft, etc.)
Bus
Taxi cab
Train
Ship/Boat
Camper, R.V
Motorcycle
Bicycle
Percent
Niagara Falls U.S. Norm
47
Base: Overnight Person-Trips
31
30
20
17
10
6
6
4
4
3
2
2
4
19
23
15
26
4
4
2
4
3
2
3
2
6
0 10 20 30 40
Resort hotel
Hotel
Motel
Home of Friend/Relative
Bed & Breakfast
Rented home/condo/apartment
Country Inn/Lodge
Campground/trailer park/RV park
Own Home/Condo/Apt/2nd Home
Rented Cottage/Cabin
Time Share
Boat/Cruise Ship
Other
Percent
Niagara Falls U.S. Norm
48
Base: Overnight Person-Trips
46
37
34
30
22
22
17
16
15
14
32
10
14
11
9
20
15
15
15
6
0 10 20 30 40 50
Shopping
National/State Park
Landmark/Historic Site
Museum
Casino
Fine Dining
Bar/Nightclub
Swimming
Beach
Theater
Percent
Niagara Falls U.S. Norm
49
Base: Overnight Person-Trips
12
12
11
9
9
9
8
8
7
7
7
4
5
4
4
4
6
4
4
4
0 10 20 30 40 50
Theme Park
Zoo
Art Gallery
Spa
Boating/Sailing
Dance
Brewery
Winery
Conference/Convention
Camping
Percent
Niagara Falls U.S. Norm
50
Base: Overnight Person-Trips
7
7
7
7
7
6
6
5
4
3
5
4
8
4
5
3
3
1
0 10 20 30 40 50
Biking
Business Meeting
Fair/Exhibition/Festival
Hiking/Backpacking
Waterpark
Fishing
Golf
Rock/Pop Concert
Opera
Percent
Niagara Falls U.S. Norm
51
Base: Overnight Person-Trips
4
4
3
3
3
3
3
2
2
3
3
1
1
1
2
1
2
2
0 10 20 30 40 50
Educational Seminar
Pro/College Sports
Hunting
Trade Show
Visited American Indian Community
Watch/Participate in Youth/Teenager Sports
Motorcycle Touring
Watch/Participate in Adult Amateur Sports
Mountain Climbing
Percent
Niagara Falls U.S. Norm
52
Base: Overnight Person-Trips
2
2
1
1
1
1
1
1
1
1
1
1
2
1
1
1
1
1
0 10 20 30 40 50
Symphony
Tennis
Rodeo
Watch/Particpate in Kids Sports Event
Glamping
Birding
Rafting
Skiing/Snowboarding
Dude Ranch
Percent
Niagara Falls U.S. Norm
53
Base: Overnight Person-Trips
55
33
15
12
10
8
6
6
5
5
4
20
16
10
5
3
6
4
2
2
4
1
0 20 40 60
Historic PlacesCultural Activities/Attractions
Exceptional Culinary ExperiencesWinery Tours/Tasting
Eco-TourismBrewery Tours/Beer Tasting
Traveling with GrandchildrenAgritourism
Religious TravelDestination Wedding
Medical Tourism
Percent
Niagara Falls U.S. Norm
54
Base: Overnight Person-Trips
79
40
37
31
30
21
20
20
68
34
28
22
24
13
11
11
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Accessed travel news/events/deals/promotions
Looked at travel photos/video online
Read a travel blog
Connected with others interested in travel
Got travel advice
Percent
Niagara Falls U.S. Norm
55
Base: Overnight Person-Trips
79
18
15
13
12
7
6
68
11
9
8
7
5
3
0 20 40 60 80 100
Used any social media for travel
Contributed travel reviews
"Followed" a destination/attraction
Gave travel advice
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Niagara Falls U.S. Norm
56
Base: Overnight Person-Trips
79
40
37
31
30
21
20
20
85
42
37
33
30
24
23
23
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Read travel reviews
Accessed travel news/events/deals/promotions
Looked at travel photos/video online
Read a travel blog
Connected with others interested in travel
Got travel advice
Percent
2017 2016
57
Base: Overnight Person-Trips to Niagara Falls
79
18
15
13
12
7
6
85
20
20
15
14
9
9
0 20 40 60 80 100
Used any social media for travel
Contributed travel reviews
"Followed" a destination/attraction
Gave travel advice
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2017 2016
58
Base: Overnight Person-Trips to Niagara Falls
44
22
3
1
42
21
3
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Niagara Falls U.S. Norm
59
Base: Overnight Person-Trips
Demographic Profile
of Overnight Visitors
56
44
49
51
0 20 40 60
Male
Female
Percent
Niagara Falls U.S. Norm
61
Base: Overnight Person-Trips
11
27
24
17
10
11
13
20
18
18
15
16
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent
Niagara Falls U.S. Norm
Average Niagara Falls, NY = 42.0
Average U.S. Norm = 45.0
62
Base: Overnight Person-Trips
68
20
12
60
26
14
0 20 40 60 80
Married/with partner
Single/never married
Divorced/widowed/ separated
Percent
Niagara Falls U.S. Norm
63
Base: Overnight Person-Trips
16
32
20
20
12
23
35
17
14
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Niagara Falls U.S. Norm
64
Base: Overnight Person-Trips
44
26
28
21
57
19
21
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Niagara Falls U.S. Norm
65
Base: Overnight Person-Trips
27
39
17
15
2
23
41
23
12
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Niagara Falls U.S. Norm
66
Base: Overnight Person-Trips
59
10
31
55
9
36
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Niagara Falls U.S. Norm
67
Base: Overnight Person-Trips
6
16
19
22
37
6
15
16
23
40
0 10 20 30 40 50
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Niagara Falls U.S. Norm
68
Base: Overnight Person-Trips
77
6
17
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Niagara Falls U.S. Norm
69
Base: Overnight Person-Trips
90
10
91
9
0 20 40 60 80 100
No
Yes
Percent
Niagara Falls U.S. Norm
70
Base: Overnight Person-Trips
Day Trip
Expenditures
Total Spending = $331 Million
Recreation 38%
Restaurant Food & Beverage
31%
Retail 18%
Transportation 13%
$125 Million
$44 Million $60 Million
$102 Million
+6.1% vs. 2016
72
Base: Day Person-Trips to Niagara Falls
$31
$25
$15 $11
0
10
20
30
40
Recreation/Sightseeing/
Entertainment
Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Do
llars
73
Day Trip
Characteristics
25
30
12
7
6
6
4
3
3
3
1
0 10 20 30
Visiting friends/relatives Touring Casino
Special event Outdoors
City trip Theme park
Shopping Ski/Snowboarding
Other business trip
Business-leisure
Percent
Marketable
Trips
71%
75
Base: Day Person-Trips to Niagara Falls
25
30
12
7
6
6
4
3
3
38
12
4
8
7
8
3
8
0
0 10 20 30 40
Visiting friends/relatives
Touring
Casino
Special event
Outdoors
City trip
Theme park
Shopping
Ski/Snowboarding
Percent
Niagara Falls U.S. Norm76
Base: Day Person-Trips
25
30
12
7
6
6
4
3
3
25
31
13
5
7
9
2
4
1
0 10 20 30 40
Visiting Friends/Relatives
Touring
Casino
Special Event
Outdoors
City Trip
Theme Park
Shopping
Ski/Snowboarding
Percent
2017 2016
77
Base: Day Person-Trips to Niagara Falls
0
3
2
6
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Niagara Falls U.S. Norm
78
Base: Day Person-Trips
0
3
0
2
0 1 2 3 4
Conference/Convention
Other business trip
Percent
2017 2016
79
Base: Day Person-Trips to Niagara Falls
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
80
Base: Day Person-Trips to Niagara Falls
79
5
3
2
2
2
0 10 20 30 40 50 60 70 80
New York
New Jersey
Pennsylvania
Ohio
Washington
California
Percent
81
Base: Day Person-Trips to Niagara Falls
46
17
9
5
3
3
2
2
2
0 20 40 60
Buffalo, NY
Rochester, NY
New York, NY/NJ/PA/CT
Syracuse, NY
Elmira, NY
Utica, NY
Seattle-Tacoma, WA
Cleveland, OH
Wilkes Barre-Scranton, PA
Percent
82
Base: Day Person-Trips to Niagara Falls
28
20
28
24
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
83
Base: Day Person-Trips to Niagara Falls
2.2
2.1
0.7
0.6
0 1 2 3 4
Niagara Falls
U.S. Norm
Average Number of People
Adults Children
Total = 2.7
Total = 2.9
84
Base: Day Person-Trips
65
44
21
19
8
6
3
1
62
38
17
22
10
11
2
1
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Friend(s)
Just myself/traveled alone
Parent(s)
Other relative(s)
Business associate(s)
Grandparent(s)
Percent
Niagara Falls U.S. Norm
85
Base: Day Person-Trips
31
30
26
19
16
11
10
8
8
7
6
6
6
26
8
6
11
7
6
5
4
2
4
5
0 10 20 30 40
National/State ParkShopping
Landmark/Historic SiteCasino
Fine DiningMuseum
Hiking/BackpackingTheme Park
ZooWinery
Fair/Exhibition/FestivalBar/Nightclub
Percent
Niagara Falls U.S. Norm
86
Base: Day Person-Trips
5
5
5
4
4
4
4
4
3
3
3
3
3
2
1
2
7
5
2
1
3
2
3
2
0 10 20 30 40
TheaterRock/Pop Concert
BikingSpa
BeachSwimming
CampingWatch/Participate in Kids Sports
Business MeetingWaterpark
BreweryGolf
Percent
Niagara Falls U.S. Norm
87
Base: Day Person-Trips
3
2
2
2
2
1
1
1
1
1
1
1
3
0
1
2
2
2
2
0
1
3
1
1
0 10 20 30 40
Art GalleryRaftingSkiing
Conference/ConventionBoating/Sailing
DancePro/College Sports
RodeoWatch/Participate in Adult Amateur Sports
FishingEducational Seminar
Mountain Climbing
Percent
Niagara Falls U.S. Norm
88
Base: Day Person-Trips
48
23
10
10
4
3
3
3
2
1
1
16
12
6
4
3
4
2
2
3
2
2
0 10 20 30 40 50
Historic Places
Cultural Activities/Attractions
Exceptional Culinary Experiences
Winery Tours/Wine Tasting
Eco-Tourism
Brewery Tours/Beer Tasting
Agritourism
Wedding
Traveling with Grandchildren
Religious Travel
Medical Tourism
Percent
Niagara Falls U.S. Norm
89
Base: Day Person-Trips
73
32
30
28
24
16
14
13
66
26
31
22
25
13
9
11
0 20 40 60 80 100
Used any social media for travel
Read travel reviews
Posted travel photos/video online
Accessed travel news/events/deals/promotions
Looked at travel photos/video online
Read a travel blog
Contributed travel reviews
Got travel advice
Percent
Niagara Falls U.S. Norm
90
Base: Day Person-Trips
73
12
7
7
6
6
3
66
11
9
6
7
5
3
0 20 40 60 80 100
Used any social media for travel
Connected with others interested in travel
"Followed" a destination/attraction
Tweeted about a trip
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Niagara Falls U.S. Norm
91
Base: Day Person-Trips
73
32
30
28
24
16
14
13
71
31
33
24
24
14
10
10
0 20 40 60 80 100
Used any social media for travel
Read travel reviews
Posted travel photos/video online
Accessed travel news/events/deals/promotions
Looked at travel photos/video online
Read a travel blog
Contributed travel reviews
Got travel advice
Percent
2017 2016
92
Base: Day Person-Trips
73
12
7
7
6
6
3
71
12
8
9
9
8
6
0 20 40 60 80 100
Used any social media for travel
Connected with others interested in travel
Followed a destination/attraction
Tweeted about a trip
Gave travel advice
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2017 2016
93
Base: Day Person-Trips
51
23
2
0
38
19
2
1
0 20 40 60
AAA
AARP
National Motor Club
Better World Club
Percent
Niagara Falls U.S. Norm
94
Base: Day Person-Trips
Demographic Profile
of Day Visitors
47
53
47
53
0 20 40 60 80
Male
Female
Percent
Niagara Falls U.S. Norm
96
Base: Day Person-Trips
11
21
19
24
12
13
12
20
19
19
15
15
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent
Niagara Falls U.S. Norm
Average Niagara Falls, NY = 44.7
Average U.S. Norm = 45.1
97
Base: Day Person-Trips
60
25
15
58
26
16
0 20 40 60 80
Married/ with partner
Single/never married
Divorced/widowed/separated
Percent
Niagara Falls U.S. Norm
98
Base: Day Person-Trips
21
32
15
20
12
22
34
18
15
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Niagara Falls U.S. Norm
99
Base: Day Person-Trips
49
27
23
18
56
20
22
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Niagara Falls U.S. Norm
100
Base: Day Person-Trips
21
43
21
14
1
19
40
24
16
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Niagara Falls U.S. Norm
101
Base: Day Person-Trips
49
11
40
51
9
40
0 10 20 30 40 50 60
Full-time/self-employed
Part-time
Not employed/retired/ other
Percent
Niagara Falls U.S. Norm
102
Base: Day Person-Trips
3
10
14
25
48
4
12
14
22
48
0 10 20 30 40 50 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Niagara Falls U.S. Norm
103
Base: Day Person-Trips
80
6
14
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Niagara Falls U.S. Norm
104
Base: Day Person-Trips
97
3
91
9
0 20 40 60 80 100
No
Yes
Percent
Niagara Falls U.S. Norm
105
Base: Day Person-Trips
Appendix:
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.
107
Leisure Trips: Include 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
Golf
Business Trips:
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: Include all leisure trips, with the exception of visits to friends/relatives
Total Trips = Leisure + Business + Business-Leisure
108
top related