Regional Office of Sustainable Tourism Releases 2024 Leisure Travel Study Results

27 Jun Regional Office of Sustainable Tourism Releases 2024 Leisure Travel Study Results

The Regional Office of Sustainable Tourism (ROOST) has released the results of its annual leisure travel study, which showcases visitor demographics, preferred activities, and travel expenditures while in the region.

This survey analyzes non-business travel to Essex and Hamilton counties, along with the adjacent communities of Tupper Lake and Saranac Lake.

According to ROOST Marketing Director Michelle Clement, the organization conducts studies and surveys throughout the year to identify visitor preferences and industry trends. Survey responses provide valuable data, used to implement evidence-based marketing decisions. “ROOST bases marketing strategies and tactics on data and trends to optimize the impact of those efforts,” she said. “This survey provides important insights regarding leisure travelers’ interests and preferences. We analyze the results of all surveys and integrate their findings, ultimately allowing us to develop a thorough understanding of consumer preferences, activity, and expenditures.”

Those who visit the region continue to cite outdoor activities as a significant reason for visiting, with 64% of respondents reporting this as a draw. Of those who traveled to the region for outdoor activities, hiking remains the most popular activity (76%), followed by canoeing or kayaking (31%), fishing (17%), boating (14%), and birding (14%). Interest in birding has remained at a level higher than historical averages for the past five years. 

“Relaxing, dining, and shopping” remained another frequently expressed reason to visit the area by 52% of respondents. Sightseeing (40%) and visiting friends (25%) rounded out the top four areas of interest, consistent with recent years.

The 2024 survey also analyzed the impact of travelers on local lodging properties. Hotels and motels remained the most popular overall lodging choice (40%). Short-term rentals accounted for 17% of accommodations. Respondents indicated a small increase in camping: 15% in 2024 vs. 12% in 2023. 

The survey also asked visitors about their overall trip satisfaction and willingness to recommend the region to friends and family as a vacation destination. Overwhelmingly, respondents indicated that their visit met budget and cost expectations (95%+), willingness to recommend (97.9%+), and desire to visit again (99.6%+). 

Additional key findings include:

• The total estimated reported trip expenditure was $1,769, just slightly above the total reported in the prior year ($1,768).
• The average stay length reported by 2024 travelers rose to 4.1 nights. Responses from the last several years ranged between 3.5 and 3.6-night average stays.
• Just over two-thirds (67%) of respondents reported being New York State residents, down slightly from 70% last year.
• Only 5% of visitors reported visiting from states outside the Northeast or Canada (with the highest proportion, 3%, from southern US states).
• Canadian visitation continued to rebound in 2024, with 4% of visitors reporting from Quebec and 3% from Ontario. This was an increase of 1% in each province from 2023.
• Sixteen percent (16%) of respondents reported visiting Olympic sites and events as an attraction, consistent with 2023 data. Reported interest in regional events (13%) remained consistent over the most recent few years.

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 directly benefits local communities. “These revenues are used to market the region and also contribute to projects that enhance local communities for residents and visitors, helping to ensure our region’s communities thrive by offering a great place to live and a wonderful place to visit,” she commented.

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 of one another.

Essex County specific findings:

• Sixty-five percent of visitors (65%) reported that they were New York state residents, which is slightly lower than the percentage reported in the prior year (67%).
• Northeastern state visitors outside of New York state rose to one out of four (25%) respondents, up from 20% in 2023.
• Canadian visitation indicates 4% from Quebec and 3% from Ontario, consistent with 2023.
• The average duration of stay reported by 2024 visitors was 4 nights, which is slightly longer than the percentage reported by 2023 visitors (3.6 nights).

Hamilton County specific findings:

• Less than 1% of respondents reported from Canada.
• Average stay length reported by 2024 travelers is 4.6 nights, which is higher than the prior year (3.7) and the five-year average of 4.5 nights.
• Camping/RV continued to be the most commonly reported lodging choice among visitors and increased to one in three respondents (33%).

The 2024 Leisure Travel Study can be found at ROOSTAdk.com/research.

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 2024 leisure travelers, inviting them to complete an online survey. Results were compiled from nearly 15,000 responses.