Maine Office of Tourism Visitor Tracking Research Summer 2016 Seasonal Topline. Prepared by

Transcription

1 Maine Office of Tourism Visitor Tracking Research Summer 2016 Seasonal Toline Preared by October 2016

2 Purose and Methodology 2

3 Research Purose and Methodology The urose of the Maine Office of Tourism s Visitor Tracking Research is to measure and rovide insights into the tourism acdvity in Maine. These insights are rovided by three disdnct surveys. NaBonal Omnibus Survey InformaDon is collected from a nadonally reresentadve samle of the ouladon of the United States Overnight Visitor Survey InformaDon is collected from overnight travelers who live in Maine s core adverdsing markets (New England, NJ, NY, PA, DE, MD, DC and Eastern Canada) and who have taken a tri to Maine in the last four weeks Day Visitor Survey InformaDon is collected from day travelers who live within a 100- mile radius of Maine s borders who have traveled to Maine within the last four weeks on a tri of greater than 50 miles outside of their usual roudne IdenDfy Maine s share of the US travel market EsDmate the number of visitors who come to Maine Provide a rofile of Maine visitors EsDmate the amount of sending devoted to tourism in Maine Determine the Maine traveler s level of sadsfacdon and view of Maine 3

4 ExecuBve Summary 4

5 ExecuBve Summary Please note that the results rovided in this seasonal summary are reliminary and reflect visita5on from May through August At the conclusion of the 2016 travel reor5ng season (December 2016), adjustments will be made to account for seasonal fluctua5ons and revised es5mates will be resented in the Annual Reort. NaDonwide overnight travel from May to August 2016 showed another increase when comared with rior summer seasons. This increase was seen across the board in leisure, VFR, and business travel. The condnual decline in the reladve cost of travel nadonwide (as indicated by the Travel Price Index), as well as a consistently lower cost of gasoline, likely have osidvely imacted travel behaviors throughout the nadon. Maine shared in this growth, exeriencing a nearly 5% increase in tourism-related overnight visitadon to the State and a 2.6% increase in day visitadon. 5

6 ExecuBve Summary Increased targedng of markets further away from Maine condnues to draw in more visitors from the Mid-AtlanDc. The roordon of overnight visitors arriving from the Mid-AtlanDc region showed an increase over the rior summer season (2015) osdng growth for the second year in a row. Ongoing markedng to this region will be beneficial, as Mid-AtlanDc visitors tend to stay in Maine longer than do visitors from New England and the Eastern Canadian rovinces. They are also younger and resent a longer lifedme value as reeat visitors to the State. The 2016 summer season exerienced an increase in the roordon of first-dme overnight visitors coming to Maine. The udck in first-dme visitadon aears to be driven at least in art by the increase in overnight visitors from the Mid-AtlanDc region, as they are more likely to be first-dmers than are those who live closer to Maine. Monitoring of first-dme visitadon trends among overnight visitors in the coming months will hel to determine whether or not these gains will be sustained. Once again, both overnight and day visitors exress strong intent for taking another tri to Maine in the next two years. Eight in ten overnight visitors and nine in ten day visitors indicate that they already have secific lans to return to Maine or definitely will travel to Maine in the next two years. This further suorts an ongoing strategy of introducing Maine to new (first-dme) visitors with an exected condnual flow of reeat visitors to the State. 6

7 ExecuBve Summary The ersistent downward trend in the exchange rate does not aear to have had a negadve imact on Canadian s decision to visit at least in summer. The roordon of Canadian visitors in Maine during the 2016 summer season is similar to the rior two summer seasons (2014 and 2015). SDll, economic forecasts for 2016 and early 2017 redict the Canadian exchange rate will not imrove significantly, and markedng aimed at this imortant target audience should reinforce the nodon that a tri to Maine is worth the added exense, desite the weakened Canadian dollar. In terms of tri ursuits, food/beverage/culinary and shoing acdvides remain the to interest areas among both overnight and day visitors to Maine. These stated interests are further suorted by reorted exenditures, with overnight visitors sending the highest roordon of money in the lodging and food categories, and day visitors sending the highest roordon on food and retail goods. Though dining and shoing remain the to interests among Maine s visitors, touring/sightseeing falls closely behind among overnight visitors. 7

8 ExecuBve Summary Maine condnues to receive extremely favorable evaluadons from its visitors, esecially on those a`ributes related to Maine s eole. More than three in five summer visitors stated that their vacadon exceeded their exectadons for overall exerience (71%), friendliness of the eole (64%), welcoming locals who make visitors feel comfortable (61%), and overall quality of customer service (62%). Residents condnue to be a valuable comonent of the Maine vacadon exerience, and ongoing romodon of this asset is warranted. Not surrisingly, the Maine Beaches region condnues to be the State s main draw during the summer season, with 25% of overnight visitors and 39% of day visitors lisdng this region as their rimary desdnadon in Maine. Serving as an entry oint and likely first sto for visitors arriving from the south, the Beaches region is in a rime osidon to be a vantage oint for keeing visitors in Maine for longer eriods of Dme. Therefore, ideas for beach vacadon add-ons should be highlighted and romoted within Maine s ongoing adverdsing keeing in mind that the region is most oular among leisure and VFR travelers, reeat visitors, and non-residents. 8

9 Season Travel Context 9

10 Travel Price Index conbnues to exceed the Consumer Price Index, indicabng the high cost of travel relabve to other goods. However, the Summer 2016 TPI Index (averaging 280.3) came in lower than the Summer 2015 Index (averaging 283.5), comledng its second year-over-year dro. The Consumer Price Index, on the other hand, increased over last summer. This may signal a otendal dro in the reladve cost of travel as comared to other goods. 300 Consumer Price Index and Travel Price Index TPI CPI May June July August Data Sources: CPI figures are from the US Bureau of Labor StaMsMcs. TPI figures are from the US Travel AssociaMon. 10

11 Temeratures during the Summer 2016 season were comarable to the 20-year average for the State. Temerature Maine Summer Avg Tem 20-year Average Tem 80 Temerature ( F) May Jun Jul Aug Data source: NOAA.gov 11

12 Maine s summer 2016 reciitabon was below the 20-year average for all months excet August. PreciitaBon Maine Summer Avg PreciitaBon 20-year Avg PreciitaBon PreciitaBon (inches) May Jun Jul Aug Data source: NOAA.gov 12

13 Maine gas rices were above US rices during the summer season, with the excebon of early June. Maine gas rices eaked in mid-june and hit their lowest oint in mid-august, when they began to climb again. 13

14 Summer season gas rices nabonwide and in Maine were significantly lower this summer than last, conbnuing the decline seen since

15 The Canadian exchange rate conbnued its decline during Summer 2016, though the dro was not as stee as during the rior three years. Since the 2014 summer season, the Canadian exchange rate has droed from a favorable 0.92 down to an unfavorable Summer2 014 Average Canadian Exchange Rate Canadian Equivalent of One US Dollar Summer 2015 Average Summer2 016 Average May-14 Jun-14 Jul-14 Aug-14 Se-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Ar-15 May-15 Jun-15 Jul-15 Aug-15 Se-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Ar-16 May-16 Jun-16 Jul-16 Aug-16 Se-16 Oct-16 Nov-16 Dec-16 15

16 As in the revious year, nabonwide summer travel showed a moderate increase over the rior summer season. ProorBon of U.S. Residents Taking a Tri During the Summer Season 2013 [n=5,463] 2014 [n=5,484] 2015 [n=5,534] 2016 [n=6,976] 36% 36% 38% 44% 46% 43% 47% 51% 16% 15% 18% 22% Overnight leisure tri Overnight VFR tri Overnight business tri Nat l Omnibus Q1. During the ast four weeks, how many Mmes have you taken a tri on which you sent at least one night away from home for either business, visimng friends/relamves, or leisure? q notes significant difference between the current and rior year at the 95% confidence level 16

17 Maine conbnues to hold on to about 1% of the nabonal overnight leisure travel market, trailing Massachuse_s and ConnecBcut. Overnight Leisure Tris 1.8% 1.5% 1.2% 1.5% 1.1% 0.9% 1.2% 0.8% 0.8% 0.6% 0.5% 0.4% 0.5% 0.4% 0.3% 0.3% 0.3% 0.2% 2014 [n=3,987] 2015 [n=4,481] 2016 [n=6,694] Massachuse`s ConnecDcut Maine New Hamshire Rhode Island Vermont Overnight VFR Tris 2.6% 1.9% 1.5% 1.7% 1.3% 1.4% 0.8% 0.6% 0.6% 0.7% 0.5% 0.4% 0.5% 0.2% 0.3% 0.2% 0.1% 0.1% 2014 [n=5,038] 2015 [n=5,693] 2016 [n=8,187] Overnight Business Tris Massachuse`s ConnecDcut Maine New Hamshire Rhode Island Vermont 2.1% 2.1% 1.9% 2.0% 1.7% 1.4% 0.9% 0.5% 0.5% 0.5% 0.3% 0.2% 0.3% 0.2% 0.1% 0.1% 0.1% 0.1% Massachuse`s ConnecDcut Maine New Hamshire Rhode Island Vermont 2014 [n=1,869] 2015 [n=2,209] 2016 [n=3,415] Nat l Omnibus Q2. In which U.S. state, Canadian rovince, or other country was the rimary desmnamon of each of these tris? Share of total tris taken by U.S. residents. q notes significant difference between the current and rior year at the 95% confidence level 17

18 Season Highlights 18

19 EsBmated summer visitabon to Maine increased more than 3% from 2015 to 2016, with overnight visitabon showing growth of nearly 5%. Note: Visita5on es5mates rovided here are reliminary and reflect visita5on from May through August Adjustments will be made to these es5mates at the end of the year for the Annual Reort, to account for seasonal fluctua5ons. VisitaBon EsBmates* Summer 2015 Summer 2016 % Chg Total EsBmated VisitaBon 24,254,902 25,067, % Overnight Visitors 9,172,760 9,598, % Day Visitors 15,082,142 15,468, % *For the uroses of visita5on es5mates, only visitors on tourism related tris are included. Tourism related tris include: All leisure tris. VFR tris that are a general visit to see friends or rela5ves, a wedding, or a holiday visit. Business tris that are for a conven5on/conference/trade show or training/rofessional develoment. 19

20 Maine summer visitors are in their 40s and 50s on average, with day visitors slightly older than overnight visitors. Mean Age = 42.4 Mean Age = % 28% 22% Reeat, VFR, and leisure visitors are older on average. 18% <35 19% % >55 25% 34% Overnight Visitors [n=1,323] Day Visitors [n=798] Overnight/Day Q1. How old are you? q notes significant difference between the current and rior year at the 95% confidence level 20

21 Summer 2016 showed no change in the relabve roorbons of visitors from Canada and the United States, although there was an increase in the roorbon of U.S. visitors from the Mid-AtlanBc states. The shii in the roordons of domesdc visitors by area of origin began in 2015 and condnued in 2016, with half of all overnight visitors arriving from the Mid-AtlanDc states. 56% 49% 51% 37% 39% 32% 12% 2014 [n=1,343] 2015 [n=1,281] 2016 [n=1,323] 13% 13% US - New England US - Mid AtlanDc Canada 23% 22% 21% 13% 10% 2% 7% 6% 6% 20% 17% 18% 14% 9% 11% 6% 6% 8% 4% 5% 2% NY NJ PA MD 7% 5% 4% 3% 3% 2% 2% 2% 2% 5% 5% 7% 3% 3% 3% 2% 3% 1% MA ME CT NH RI VT Ontario Quebec New Brunswick Q2. State/Province of Residence q notes significant difference between the current and rior year at the 95% confidence level 21

22 Massachuse_s and Maine conbnue to rovide the greatest roorbons of summer day visitors to Maine, although the roorbon of in-state day visitors decreased this year [n=771] 2015 [n=808] 2016 [n=798] 43% 44% 42% 32% 29% 24% 16% 15% 15% 1% 1% 2% 2% 1% 1% 5% 5% 6% 4% 4% 8% Massachuse`s Maine New Hamshire Vermont Rhode Island New Brunswick Quebec Q2. State/Province of Residence q notes significant difference between the current and rior year at the 95% confidence level 22

23 There was a slight increase in the roorbon of overnight first-bme visitors in 2016 from revious years. First Dme overnight and day visitors have largely similar demograhic a`ributes and travel a`erns. Both overnight and day first-dme visitors are more likely to be from Canada and under the age of 45. AddiDonally, they are more likely to be business travelers. First-Dme overnight visitors are also more likely to be from the Mid-AtlanDc region of the U.S. 94% 95% 93% 2014 Overnight Visitors [n=1,343] 2015 Overnight Visitors [n=1,281] 2016 Overnight Visitors [n=1,323] 2014 Day Visitors [n=771] 2015 Day Visitors [n=808] 2016 Day Visitors [n=798] 81% 81% 76% 19% 19% 24% 6% 5% 7% First Time Visitors Reeat Visitors Overnight Q11, Day Q10. Was this your first visit to Maine? q notes significant difference between the current and rior year at the 95% confidence level 23

24 Once again, one-fourth of Maine s summer overnight visitors came to the Maine Beaches region. Within Maine s overnight visitor cohort, there are certain sub-grous that have a stronger roensity to visit secific tourism regions as noted below. Traveling with kids Reeat visitors Non-residents Leisure & VFR travelers 27% 26% 25% Outside of New England 16% 16% 15% First-Dme visitors Canadian visitors Business travelers 14% 13% 11% 11% 11% 11% First-Dme visitors Outside of New England VFR travelers 15% 13% 13% 12% 11% 10% Reeat visitors No children Business & VFR travelers 2014 [n=1,343] 2015 [n=1,281] 2016 [n=1,323] 7% 4% 6% Maine residents 3% 3% 2% 1% 1% 1% Maine Beaches Downeast & Acadia The Maine Highlands Maine Lakes & Mountains Mid-Coast Greater Portland/ Casco Bay Kennebec & Moose River Valley Aroostook County Other Overnight Q25. What region in Maine was your rimary desmnamon? q notes significant difference between the current and rior year at the 95% confidence level 24

25 Maine s summer day visitors are also most likely to visit the Maine Beaches region. Within Maine s day visitor cohort, there are certain sub-grous that have a stronger roensity to visit secific tourism regions as noted below. Reeat visitors US non-residents Leisure & VFR travelers 36% 35% 39% Reeat visitors US visitors 2014 [n=771] 2015 [n=808] 2016 [n=798] Maine residents Canadians Maine residents Canadians 14% 13% 11% 12% 11% 11% 12% 10% 9% 9% 10% 8% 8% 6% 6% 8% 7% 7% 3% 4% 2% 2% 2% 2% Maine Beaches Greater Portland/ Casco Bay Downeast & Acadia Maine Lakes & Mountains Mid-Coast Kennebec & Moose River Valley The Maine Highlands Aroostook County Other Day Q21. What region in Maine was your rimary desmnamon? q notes significant difference between the current and rior year at the 95% confidence level 25

26 Most 2016 overnight summer visitors were interested in exloring Maine s various food/beverage/culinary obons, shoing, or touring/sightseeing. The roordon of overnight summer visitors interested in the various tyes of acdvides remains consistent comared to the rior two summer seasons. Among Maine s overnight visitors, there are certain sub-grous that are more likely to be interested in secific acdvides as noted below. Travel Interest Areas of Maine Overnight Summer Visitors Paid accommodadons US residents 62% 58% 59% Reeat visitors Leisure travelers Paid accommodadons Outside New England 52% 49% 49% 49% 47% 47% US residents Traveling with children Business and leisure travelers Paid accommodadons 33% 36% 36% 35% 35% 32% 30% 31% 27% 28% 30% 28% Unaid accommodadons VFR travelers < 55 yrs Traveling with kids 2014 [n=1,343] 2015 [n=1,281] 2016 [n=1,323] 5% 5% 4% Food, beverage, or culinary Shoing Touring or sightseeing AcDve outdoor acdvides (not water) Water acdvides History or culture Family fun or children's acdvides Other Overnight Q32: Which of the following interest areas did you want to ursue during this tri to Maine? q notes significant difference between 2014 and 2015 at the 95% confidence level 26

27 Most summer day visitors are interested in exloring Maine s various food/beverage/culinary obons or going shoing. Among Maine s day visitors, there are certain sub-grous that are more likely to be interested in secific acdvides as noted below. Travel Interest Areas of Maine Summer Day Visitors 64% 60% 60% Canadians 54% 56% 56% 44% 44% 44% <35 yrs New England residents 36% 38% 35% < 55 yrs Traveling with children US residents 31% 32% 33% 31% 31% 28% 2014 [n=771] 2015 [n=808] 2016 [n=798] First-Dme visitors 17% 18% 17% 8% 9% 8% Food, beverage, or culinary Shoing Touring or sightseeing Water acdvides Family fun or children's acdvides AcDve outdoor acdvides (not water) History or culture Other Q18: Which of the following interest areas did you want to ursue during this tri to Maine? q notes significant difference between 2014 and 2015 at the 95% confidence level 27

28 Two-thirds of overnight summer visitors are staying in aid accommodabons while in Maine, a return to re-2015 levels. On average, overnight visitors are staying in Maine for 3 or 4 nights. The average length of stay is longer for those traveling with children, those residing outside New England, and first-dme visitors. Tye of AccommodaBon [n=1,323] Tye of Paid Accommodation Unaid 34% 53% 46% 2015 [n=1,281] 2016 [n=1,323] Paid 66% Canadians and leisure travelers are more likely to stay in aid accommodations. Hotel/Motel/ Resort 9% 11% Inn/B&B 6% 6% 3% 2% Rented Cabin/ RV Park/ Co`age/Condo Camground or Tent Camground Average Length of Stay: 3.5 Nights Overnight Q10. On this tri to Maine, how many nights were you away from home? Overnight Q24. In which of the following tyes of accommodamons did you send the most nights on this tri to Maine? q notes significant difference between the current and rior year at the 95% confidence level 28

29 Lodging and food exenditures conbnue to make u the greatest share of exenditures for summer overnight visitors. $365 $437 $423 Average Sending er Travel Party Overnight Visitors* 2014 [n=1,343] 2015 [n=1,281] $218 $226 $ [n=1,323] $113 $139 $136 $136 $129 $128 $54 $63 $68 Lodging Food Retail TransortaDon RecreaDon *Reorted figures reresent the average amount of money sent er travel arty, including ar5es that sent $0. Overnight Q35. Please tell us the total amount of money you and your immediate travel arty sent on this tri in Maine in each of the categories listed below. q notes significant difference between the current and rior year at the 95% confidence level 29

30 Day visitors sent the most on food and retail exenditures while in Maine. Average Sending er Travel Party Day Visitors* $112 $108 $115 $80 $73 $79 $73 $65 $ [n=771] 2015 [n=808] 2016 [n=798] $32 $30 $32 Food* Retail** TransortaDon* RecreaDon** *Reorted figures reresent the average amount of money sent er travel arty, including ar5es that sent $0. Day Q27. Please tell us the total amount of money you and your immediate travel arty sent on this tri in Maine in each of the categories listed below. q notes significant difference between the current and rior year at the 95% confidence level 30

31 Tri EvaluaBon 31

32 Nearly three-fourths of summer overnight visitors found their overall exerience visibng Maine to have exceeded their exectabons. Far exceeded exectadons Somewhat above exectadons Overall exerience 46% 24% 71% Friendliness of eole 40% 24% 64% Quality of dining 37% 27% 64% Overall quality of customer service 34% 28% 62% Welcoming locals who make visitors feel comfortable 35% 25% 61% DisDncDve, genuine, and unique exeriences 34% 26% 60% Variety of acdvides available 33% 25% 58% AuthenDc communides with their own individual ersonalides 31% 26% 58% Overall value for the money Great selecdon of family a`racdons and venues Availability of family dining 29% 29% 30% 28% 27% 25% 57% 56% 55% Overnight Visitors [n=1,323] Quality of lodging 31% 24% 56% Accessible, diverse, and abundant shoing choices 31% 24% 55% Availability of lodging 30% 24% 53% Availability of fine dining 29% 23% 52% Overnight Q38: Using the scale rovided in the table below, lease indicate whether this most recent tri to Maine exceeded, matched, or fell below your exectamons for each of the listed items. 32

33 Visitor sabsfacbon remains at the high levels reorted in the summer of 2015 and even increased on measures related to the quality of dining and family ac5vi5es. To 2 Box 2015 [n=1,281] To 2 Box 2016 [n=1,323] Overall exerience 70% 71% Friendliness of eole 64% 64% Quality of dining 59% 64% Overall quality of customer service 60% 62% Welcoming locals who make visitors feel comfortable 59% 61% DisDncDve, genuine, unique exeriences 57% 60% Variety of acdvides available 55% 58% AuthenDc communides with their own individual ersonalides 56% 58% Overall value for the money 54% 57% Great selecdon of family a`racdons/ venues 50% 56% Availability of family dining 49% 55% Quality of lodging 52% 56% Accessible, diverse, abundant shoing choices 51% 55% Availability of lodging 50% 53% Availability of fine dining 51% 52% Overnight Q38: Using the scale rovided in the table below, lease indicate whether this most recent tri to Maine exceeded, matched, or fell below your exectamons for each of the listed items. q notes significant difference between the current and rior year at the 95% confidence level 33

34 Similar to overnight visitors, overall exerience and the friendliness of eole were the items that most exceeded summer day visitors exectabons. Comared to U.S. visitors, Canadians are more likely to indicate that their tri in Maine exceeded their exectadons on accessible, diverse and abundant shoing choices, as well as availability of fine dining. Far exceeded exectadons Somewhat above exectadons Overall exerience 39% 23% 62% Friendliness of eole 33% 22% 55% Quality of dining DisDncDve, genuine, and unique exeriences 24% 28% 30% 24% 54% 51% Day Visitors (n=798) Overall quality of customer service 27% 24% 51% Welcoming locals who make visitors feel comfortable 27% 22% 49% Variety of acdvides available 27% 22% 49% Accessible, diverse, and abundant shoing choices AuthenDc communides with their own individual ersonalides Overall value for the money Availability of family dining Great selecdon of family a`racdons and venues Availability of fine dining 25% 25% 24% 23% 23% 19% 23% 49% 22% 48% 22% 46% 22% 45% 21% 44% 19% 38% First-Bme visitors are more likely than reeat visitors to reort that Maine exceeded their exectadons on accessible, diverse and abundant shoing choices, the availability of fine dining, and the friendliness of the eole. Availability of lodging 17% 17% 34% Day Q28: Using the scale rovided in the table below, lease indicate whether this most recent tri to Maine exceeded, matched, or fell below your exectamons for each of the listed items. 34

35 Future Travel 35

36 Eight in ten overnight summer visitors say they already have secific lans to visit Maine or definitely will visit in the next two years. Likelihood of Tri to Maine in Next Two Years 27% 26% Reeat visitors, those staying in unaid accommodadons, and residents of New England are more likely to indicate they already have lans to travel to Maine. 79% 78% 53% 52% I already have secific lans Definitely will travel to Maine Probably will travel to Maine Might/might not travel to Maine Probably will not travel to Maine 14% 15% Definitely will not travel to Maine 5% 5% 1% <1% 1% <1% 2015 [n=1281] 2016 [n=1323] Overnight Q41. How likely will you be to travel in Maine in the next two years? q notes significant difference between the current and rior year at the 95% confidence level 36

37 In contrast, nine in ten summer day visitors either have secific lans to return to Maine or indicate they definitely will visit again. Likelihood of Tri to Maine in Next Two Years 43% 41% Residents of Maine and reeat visitors are more likely to indicate secific lans to travel to Maine. 90% 88% I already have secific lans Definitely will travel to Maine 47% 47% Probably will travel to Maine Might/might not travel to Maine Probably will not travel to Maine Definitely will not travel to Maine 7% 8% 2% <1% 3% <1% <1% 1% 2015 [n=808] 2016 [n=798] Day Q31. How likely will you be to travel in Maine in the next two years? q notes significant difference between 2014 and 2015 at the 95% confidence level 37

38 Four in five day visitors who are likely to visit Maine again in the next two years say they definitely or robably will stay overnight when they visit. Likelihood of Staying Overnight in Maine in Next Two Years 81% 59% Definitely will stay overnight Probably will stay overnight Might/might not stay overnight Probably will not stay overnight Definitely will not stay overnight 22% 14% 4% 1% 2016 [n=771] Day Q32. Assuming you travel in Maine again in the next two years, how likely are you to stay overnight in Maine on one or more of these tris? 38

39 Overnight visitors overwhelmingly indicate a likelihood to recommend Maine as a vacabon desbnabon to friends and relabves. Visitors more likely to indicate that they definitely will recommend Maine as a vacadon desdnadon include those over age 35, U.S. visitors, reeat visitors, and those staying in unaid accommodadons. 72% 79% 76% 94% 96% 95% Definitely will Probably will Might/might not Probably will not Definitely will not 22% 17% 19% 5% 1% <1% <1% <1% 3% <1% 4% <1% 2014 [n=1,343] 2015 [n=1,281] 2016 [n=1,323] Overnight Q42: How likely are you to recommend Maine as a vacamon desmnamon to friends or relamves? q notes significant difference between the current and rior year at the 95% confidence level 39

40 Day visitors are equally enthusiasbc, with nearly all indicabng a likelihood to recommend Maine as a vacabon desbnabon. US residents and reeat visitors are more likely to indicate that they definitely will recommend Maine as a vacadon desdnadon. 77% 78% 78% 95% 95% 94% Definitely will Probably will Might/might not Probably will not Definitely will not 18% 16% 16% 1% 4% 0% <1% 5% <1% 1% 5% <1% 2014 [n=771] 2015 [n=808] 2016 [n=798] Day Q33: How likely are you to recommend Maine as a vacamon desmnamon to friends or relamves? q notes significant difference between the current and rior year at the 95% confidence level 40

41 ExecuBve Summary 41

42 ExecuBve Summary Please note that the results rovided in this seasonal summary are reliminary and reflect visita5on from May through August At the conclusion of the 2016 travel reor5ng season (December 2016), adjustments will be made to account for seasonal fluctua5ons and revised es5mates will be resented in the Annual Reort. NaDonwide overnight travel from May to August 2016 showed another increase when comared with rior summer seasons. This increase was seen across the board in leisure, VFR, and business travel. The condnual decline in the reladve cost of travel nadonwide (as indicated by the Travel Price Index), as well as a consistently lower cost of gasoline, likely have osidvely imacted travel behaviors throughout the nadon. Maine shared in this growth, exeriencing a nearly 5% increase in tourism-related overnight visitadon to the State and a 2.6% increase in day visitadon. 42

43 ExecuBve Summary Increased targedng of markets further away from Maine condnues to draw in more visitors from the Mid-AtlanDc. The roordon of overnight visitors arriving from the Mid-AtlanDc region showed an increase over the rior summer season (2015) osdng growth for the second year in a row. Ongoing markedng to this region will be beneficial, as Mid-AtlanDc visitors tend to stay in Maine longer than do visitors from New England and the Eastern Canadian rovinces. They are also younger and resent a longer lifedme value as reeat visitors to the State. The 2016 summer season exerienced an increase in the roordon of first-dme overnight visitors coming to Maine. The udck in first-dme visitadon aears to be driven at least in art by the increase in overnight visitors from the Mid-AtlanDc region, as they are more likely to be first-dmers than are those who live closer to Maine. Monitoring of first-dme visitadon trends among overnight visitors in the coming months will hel to determine whether or not these gains will be sustained. Once again, both overnight and day visitors exress strong intent for taking another tri to Maine in the next two years. Eight in ten overnight visitors and nine in ten day visitors indicate that they already have secific lans to return to Maine or definitely will travel to Maine in the next two years. This further suorts an ongoing strategy of introducing Maine to new (first-dme) visitors with an exected condnual flow of reeat visitors to the State. 43

44 ExecuBve Summary The ersistent downward trend in the exchange rate does not aear to have had a negadve imact on Canadian s decision to visit at least in summer. The roordon of Canadian visitors in Maine during the 2016 summer season is similar to the rior two summer seasons (2014 and 2015). SDll, economic forecasts for 2016 and early 2017 redict the Canadian exchange rate will not imrove significantly, and markedng aimed at this imortant target audience should reinforce the nodon that a tri to Maine is worth the added exense, desite the weakened Canadian dollar. In terms of tri ursuits, food/beverage/culinary and shoing acdvides remain the to interest areas among both overnight and day visitors to Maine. These stated interests are further suorted by reorted exenditures, with overnight visitors sending the highest roordon of money in the lodging and food categories, and day visitors sending the highest roordon on food and retail goods. Though dining and shoing remain the to interests among Maine s visitors, touring/sightseeing falls closely behind among overnight visitors. 44

45 ExecuBve Summary Maine condnues to receive extremely favorable evaluadons from its visitors, esecially on those a`ributes related to Maine s eole. More than three in five summer visitors stated that their vacadon exceeded their exectadons for overall exerience (71%), friendliness of the eole (64%), welcoming locals who make visitors feel comfortable (61%), and overall quality of customer service (62%). Residents condnue to be a valuable comonent of the Maine vacadon exerience, and ongoing romodon of this asset is warranted. Not surrisingly, the Maine Beaches region condnues to be the State s main draw during the summer season, with 25% of overnight visitors and 39% of day visitors lisdng this region as their rimary desdnadon in Maine. Serving as an entry oint and likely first sto for visitors arriving from the south, the Beaches region is in a rime osidon to be a vantage oint for keeing visitors in Maine for longer eriods of Dme. Therefore, ideas for beach vacadon add-ons should be highlighted and romoted within Maine s ongoing adverdsing keeing in mind that the region is most oular among leisure and VFR travelers, reeat visitors, and non-residents. 45

46 DPA 201 Lafaye`e Center Kennebunk, ME