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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%


13

2

5

< 1

3

2

-5 0 5

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change


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


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


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


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


28

26

9

8

7

3

3

2

1

1

29

22

11

7

7

3

4

2

2

1

0 10 20 30


Touring

City trip

Casino

Special event

Outdoors

Theme park

Resort

Golf Trip

Cruise

Percent

2017 2016

27


4

4

4

7

0 2 4 6 8

Conference/Convention

Other business trip

Percent



28

4

4

5

3

0 2 4 6


Other business trip

Percent

2017 2016


29

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%


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


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


18

28

34

20

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


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


* 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


* 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


36


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


37


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


38


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


39


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


40


91

77

37

30

85

71

31

27

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent


41


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


Average Niagara Falls, NY

4.3 nights

Average U.S. Norm

3.7 nights

42


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


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


46


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


47


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


48


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


49


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


Camping

Percent


50


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


51


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


52


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


53


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


54


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


55


79

18

15

13

12

7

6

68

11

9

8

7

5

3

0 20 40 60 80 100


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


56


79

40

37

31

30

21

20

20

85

42

37

33

30

24

23

23

0 20 40 60 80 100



Read travel reviews



Read a travel blog


Got travel advice

Percent

2017 2016

57


79

18

15

13

12

7

6

85

20

20

15

14

9

9

0 20 40 60 80 100




Gave travel advice




Percent

2017 2016

58


44

22

3

1

42

21

3

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent


59


Demographic Profile

of Overnight Visitors

56

44

49

51

0 20 40 60

Male

Female

Percent


61


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


Average Niagara Falls, NY = 42.0

Average U.S. Norm = 45.0

62


68

20

12

60

26

14

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/ separated

Percent


63


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


64


44

26

28

21

57

19

21

17

0 20 40 60

No children under 18

Any child between 13-17


Any child under 6

Percent


65


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


66


59

10

31

55

9

36

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent


67


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


68


77

6

17

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent


69


90

10

91

9

0 20 40 60 80 100

No

Yes

Percent


70


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


25

30

12

7

6

6

4

3

3

38

12

4

8

7

8

3

8

0

0 10 20 30 40


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


Touring

Casino

Special Event

Outdoors

City Trip

Theme Park

Shopping

Ski/Snowboarding

Percent

2017 2016

77


0

3

2

6

0 2 4 6 8


Other business trip

Percent


78


0

3

0

2

0 1 2 3 4


Other business trip

Percent

2017 2016

79


States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

80


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


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


28

20

28

24

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

83


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


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


85


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


86


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


87


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


88


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


89


73

32

30

28

24

16

14

13

66

26

31

22

25

13

9

11

0 20 40 60 80 100


Read travel reviews




Read a travel blog


Got travel advice

Percent


90


73

12

7

7

6

6

3

66

11

9

6

7

5

3

0 20 40 60 80 100





Gave travel advice



Percent


91


73

32

30

28

24

16

14

13

71

31

33

24

24

14

10

10

0 20 40 60 80 100


Read travel reviews




Read a travel blog


Got travel advice

Percent

2017 2016

92


73

12

7

7

6

6

3

71

12

8

9

9

8

6

0 20 40 60 80 100



Followed a destination/attraction


Gave travel advice



Percent

2017 2016

93


51

23

2

0

38

19

2

1

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent


94


Demographic Profile

of Day Visitors

47

53

47

53

0 20 40 60 80

Male

Female

Percent


96


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


Average Niagara Falls, NY = 44.7

Average U.S. Norm = 45.1

97


60

25

15

58

26

16

0 20 40 60 80

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent


98


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


99


49

27

23

18

56

20

22

17

0 20 40 60

No children under 18



Any child under 6

Percent


100


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


101


49

11

40

51

9

40

0 10 20 30 40 50 60

Full-time/self-employed

Part-time

Not employed/retired/ other

Percent


102


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


103


80

6

14

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent


104


97

3

91

9

0 20 40 60 80 100

No

Yes

Percent


105


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:


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

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