21 Aug Regional Office of Sustainable Tourism Releases 2023 Leisure Travel Study Results
The Regional Office of Sustainable Tourism (ROOST) has released results of its annual leisure travel study which uncovers visitor demographics and information about travel expenditures while in the region.
This survey analyzes non-business travel to Lake Placid, Essex and Hamilton counties, along with the adjacent communities of Tupper Lake and Saranac Lake.
ROOST collaborated with PlaceMaking, a regional community and economic development research firm to develop and administer this survey. It was sent via email to a sample of the region’s 2023 leisure travelers, inviting them to complete an online survey. Results were compiled from more than 19,000 responses received; specifically from visitors who spent the majority of their time in the region.
ROOST conducts surveys throughout the year to identify visitor preferences and industry trends, inform and plan various marketing initiatives, and assess the impact of marketing initiatives over time. According to ROOST Marketing Director Michelle Clement, the studies provide valuable data – information used to implement evidence-based decisions with regard to marketing initiatives. “ROOST bases its marketing strategies and tactics on data, combined with industry trends, to optimize the impact of those efforts,” said Clement. “This survey provides important insights regarding leisure travelers’ travel patterns, interests and preferences. We analyze results of all surveys, and integrate the findings with previous surveys and studies, allowing for a more thorough understanding of consumer preferences, activity and expenditures.”
Key findings include:
- Expenditure levels in 2023 continued to climb to the highest levels reported over 20 years of surveying, with average party spending at $491/day.
- Total estimated trip expenditure was $1,768; slightly higher than $1,697, reported in 2022.
- Visitation by travelers from within New York state rose slightly from 69% in 2022 to 70% in 2023.
- Visitation from the Northeast states, excluding NY, remains consistent at 18% of respondents.
- Visitation from outside the Northeast US decreased slightly to 7%, with the majority of those from the southern states.
- Canadian visitation continues to rebound.
Those who visit the region continue to cite outdoor activities as a significant reason for visiting, with 65% of respondents reporting this as a draw. Of those who traveled to the region for outdoor activities, hiking remains the most popular activity (77%), followed by canoeing or kayaking (29%), fishing (17%), boating (14%), and cross-country skiing/snowshoeing (14%). Increases in reported popularity of fishing and cross-country skiing/snowshoeing in 2023 are notable.
“Relaxing, dining and shopping” remained another frequently expressed reason to visit the area by 53% of respondents. Sightseeing (40%) and visiting friends (25%) rounded out the top four areas of interest.
The 2023 survey also analyzed the impact of travelers on local lodging properties. Hotels and motels remained the most popular overall lodging choice (42%), with significant growth in reported popularity in comparison to the last several years, when it ranged between 38%-40%. Reported stays in short-term rental lodging dropped very slightly to 17% (from 18% in 2022).
According to Mary Jane Lawrence, ROOST chief operating officer, “occupancy tax revenue generated by those who choose to stay in hotels, motels and short-term rental properties throughout the region, directly benefits local communities, is used to market the region, and contributes to projects that enhance local communities for residents and visitors, helping to ensure our region’s communities thrive; a healthy community is a great place to live and a wonderful place to visit.”
While the overall survey results have been analyzed as a complete package, the results for Hamilton and Essex counties have also been compiled and evaluated, independently from one another. Overall, Hamilton County results echoed those of Essex County, with hiking and paddling as the most popular activities, the majority of visitors hailing from within New York state and from the Northeast US, along with an increase in average expenditure.
Hamilton County continues to welcome a higher percentage of campers (25%) than Essex County (12%). Reported interest in fishing grew from 10% in the prior year to 12% in 2023. In Hamilton County, reported interest in cross-country skiing/snowshoeing grew from 4% to 8%. Fourteen percent of respondents expressed an interest in birding; this has remained a strong area of interest with steady growth during the last decade.
The 2023 Leisure Travel Study can be found at ROOSTAdk.com/research.
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