Republican presidential nominee Donald Trump isn’t just a businessman, he’s a business, man, and new data from Foursquare shows that his campaign is taking a toll on his business — specifically, Trump-branded casinos, hotels, and golf courses.
Because Foursquare collects so much location data when its users “check in” to locations, it can estimate foot traffic fairly accurately. Foursquare founder Dennis Crowley called its data the company’s “superpower” in an interview with Business Insider.
That data suggests that foot traffic to Trump properties has been falling for the past year, and it got worse for Trump in the past six months.
In July, for example, foot traffic was down 14% on an annual basis. In June, it was down 17% year-over-year. Summer is peak season for the kind of casinos and resorts that bear the Trump name.
According to Foursquare, the properties that have been hardest hit by a drop in foot traffic are some of his marquee properties: Trump SoHo, the Trump Tower in Chicago, and the Trump Taj Mahal in Atlantic City — which just announced it will be closing in September this year.
This data suggests that Trump’s supporters might not be the same people who want to spend money on a nice hotel room or casino getaway. From Foursquare’s blog post:
Trump’s “hotels, casinos, and golf courses are mainly located in reliably “blue” Democratic states, and depend highly on guests and visitors who live in the region …
Breaking out Blue States, the loss in foot traffic runs deeper than the national average. For the past five months, Trump’s blue state properties — spread between New York, New Jersey, Illinois, and Hawaii — have taken a real dip, with diminishing visits starting in March and a widening gap that continues straight through July, when share fell 20% versus July 2015.
Foursquare also suggests that much of the drop-off can be attributed to women. “In July, visit share among women to Blue State properties was down 29%,” according to the blog post.
Trump is currently down in the polls — with the latest national numbers showing Democratic nominee Hillary Clinton with a 10-point lead.