Maine Office of Tourism Visitor Tracking Research Winter 2017 Seasonal Topline. Prepared by

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1 Maine Office of Tourism Visitor Tracking Research Winter 2017 Seasonal Topline Prepared by June 2017

2 Research Objectives and Methodology 2

3 Research Objectives Three distinct online surveys are used to accomplish the five primary goals of this visitor tracking research. Research Objectives Identify Maine s share of the U.S. travel market National Omnibus Survey Instruments Overnight Visitor Estimate the number of visitors who come to Maine a a a Provide a profile of Maine visitors a a Estimate the amount of spending devoted to tourism in Maine a a Determine the Maine traveler s level of satisfaction and view of Maine a a a Day Visitor National Omnibus Survey Nationally representative sample of the U.S. population Surveyed bi-weekly Description of Survey Instruments Overnight Visitor Survey Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly Day Visitor Survey Sampled from Maine and a 100-mile radius of Maine s borders Have taken a day trip to/in Maine greater than 50 miles from home in the last four weeks Surveyed monthly 3

4 Methodology This report outlines results from the Winter 2017 travel season, describing travel that occurred between December 2016 and April Winter data collection occurred monthly between January 2 and May 15, The number of completed surveys collected for each research component are as follows: Research Component Completed Winter Season Surveys Overnight Visitor Survey 878 Day Visitor Survey 473 National Omnibus Survey 15,259 Statistical significance between subgroups was calculated at the 95% confidence level and is noted throughout by a/b/c/etc. or. 4

5 Executive Summary 5

6 2017 Winter Visitation Estimates 6.4 million visitors came to Maine during the Winter of million stayed overnight 2.9 million visited for the day 6

7 2017 Winter Visitor Profile Average Age Overnight Visitor 41 yrs Day Visitor 46 yrs First-Time Visit 27% of overnight visitors 6% of day visitors Overnight Visitor Origin 54% New England 31% Mid-Atlantic 16% Canada Day Visitor Origin 91% U.S. (primarily MA & ME) 9% Canada 7

8 2017 Winter Trip Profile Top Visitor Interest Areas Food/Beverage/Culinary Shopping Touring/Sightseeing Active Outdoor/Water Activities Top Regional Destinations Maine Beaches Region Maine Highlands Downeast & Acadia Portland/Casco Bay Paid Accommodations 64% of overnight visitors stayed in paid accommodations Average Length of Stay 3.5 nights 8

9 2017 Winter Visitor Satisfaction Aspects of Trip Most Exceeding Visitor Expectations Overall experience Friendliness of the people Overall Quality of Customer Service Quality of Dining Intend to Visit in Next Two Years 78% of overnight visitors 87% of day visitors Intend to Recommend Maine 93% of overnight and day visitors Day Visitors Extending Stay 56% of day visitors likely to visit Maine in the next two years say they will definitely stay overnight on their next visit. 9

10 2017 Winter Visitor Segments Overnight Visitors 39% Balanced Achievers 29% Genuine Originals 6% Social Sophisticates Day Visitors 35% Genuine Originals 28% Balanced Achievers 7% Social Sophisticates 10

11 Travel Context 11

12 The cost to travel (Travel Price Index) has grown more than the cost of consumer goods and services overall (Consumer Price Index). After experiencing several seasons of declines in the average TPI, the Winter season (along with the recent Fall season) showed a year-over-year increase in both the average TPI and CPI. The TPI increased year-over-year at a higher rate than did the CPI, suggesting an even higher cost of travel relative to other consumer goods. Consumer Price Index and Travel Price Index Winter 2017 Avg TPI = Winter 2016 Avg TPI = TPI 2017 CPI Winter 2017 Avg CPI = Winter 2016 Avg CPI = Dec Jan Feb Mar Apr Data Sources: CPI figures are from the US Bureau of Labor Statistics. TPI figures are from the US Travel Association 12

13 Temperatures in Maine during the Winter 2017 season varied from the 20-year average some months above and some months below. Temperature ( F) This winter season brought higher than average temperatures in January, February, and April, and lower than average temperatures in December and March. Temperature Maine Winter Avg Temp 20-year Average Temp Dec Jan Feb Mar Apr Data source: National Oceanic and Atmospheric Administration, U.S. Department of Commerce 13

14 Precipitation in Maine was above the 20-year average for most winter months, with the exception of March. Precipitation (inches) Precipitation Maine Winter Avg Precipitation 20-year Avg Precipitation Dec Jan Feb Mar Apr Data source: National Oceanic and Atmospheric Administration, U.S. Department of Commerce 14

15 At the beginning of the Winter season, gas was more expensive in Maine than in the U.S. overall, but then dropped below the national average in March and April. The average price of gasoline in Maine fluctuated during the Winter of rising then falling during the first part of the season, reaching its lowest level at the end of March. April then saw another increase in the average price of gasoline both in Maine and nationwide. 15

16 Gas prices in Maine and nationwide were higher overall during this Winter season (2017) than they had been last winter (2016). Winter 2016 Winter

17 The Canadian exchange rate remained low this Winter season, coming in at a continued unfavorable seasonal average of.75. Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr The decline seen in the Canadian exchange rate during recent years was not seen during the 2017 Winter season, as rates remained stable with last winter. Winter 2014 Average Winter 2015 Average Canadian Exchange Rate Winter 2016 Average Winter 2017 Average

18 Following two years of increases, nationwide overnight travel remained relatively stable this Winter season. Proportion of U.S. Residents Taking a Trip During the Winter Season 53% 52% 43% 42% 45% 39% 33% 28% 18% 14% 24% 22% Overnight leisure trip Overnight VFR trip Overnight business trip 2014 [n=6,700] 2015 [n=6,743] 2016 [n=8,015] 2017 [n=8,394] Nat l Omnibus Q1. During the past four weeks, how many times have you taken a trip on which you spent at least one night away from home for either business, visiting friends/relatives, or leisure? pq notes significant difference from the prior year at the 95% confidence level 18

19 Maine s share of total overnight trips taken nationwide showed a slight year-over-year decrease, returning to the shares seen in Overnight Leisure Trips 1.7% 1.7% 1.5% 1.4% 1.5% 1.4% q q 0.9% 0.7% q q 0.6% 0.4% 0.4% 0.3% 0.4% 0.2% 0.3% 0.2% 0.3% 0.1% q 2015 [n=4,723 trips] 2016 [n=7,264 trips] 2017 [n=7,599 trips] Massachusetts Connecticut Maine New Hampshire Rhode Island Vermont Overnight VFR Trips 2.1% 1.8% q 1.0% 1.6% q 2.2% q 1.7% 0.4% q 1.0% q 0.5% 0.6% 0.5% 0.4% 0.3% 0.3% 0.2% 0.3% 0.2% 0.1% 2015 [n=6,643 trips] 2016 [n=8,888 trips] 2017 [n=9,885 trips] Overnight Business Trips Massachusetts Connecticut Maine New Hampshire Rhode Island Vermont 2.0% 1.8% 1.4% 1.4% 2.6% q 2.0% 0.4% q 1.0% q 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.2% 0.2% 0.1% 0.1% Massachusetts Connecticut Maine New Hampshire Rhode Island Vermont q q 2015 [n=2,718 trips] 2016 [n=4,118 trips] 2017 [n=4,062 trips] Nat l Omnibus Q2. In which U.S. state, Canadian province, or other country was the primary destination of each of these trips? Share of total trips taken by U.S. residents. pq notes significant difference from the prior year at the 95% confidence level 19

20 Highlights 20

21 Estimated visitation to Maine during the Winter season increased significantly over the prior year. While overnight visitation is up nearly 9%, day visitation increased even more year-over-year for the Winter season (13%). Note: Visitation estimates provided here are preliminary. Adjustments will be made to these estimates in the Annual Report to account for seasonal fluctuations. Visitation Estimates* Winter 2016 Winter 2017 % Chg Total Estimated Visitation 5,789,702 6,413, % Overnight Visitors 3,179,745 3,464, % Day Visitors 2,609,957 2,949, % *For the purposes of visitation estimates, only visitors on tourism related trips are included. Tourism related trips include: All leisure trips. VFR trips that are a general visit to see friends or relatives, a wedding, or a holiday visit. Business trips that are for a convention/conference/trade show or training/professional development. 21

22 Maine winter visitors are in their early to mid 40s, on average, with day visitors trending a bit older than overnight visitors. Mean Age = 40.6 q Mean Age = % Repeat visitors, leisure visitors, and those traveling without children trend older on average. 27% 19% 25% 16% 19% < % q Overnight Visitors [n=878] 35% Day Visitors [n=473] Overnight/Day Q1. How old are you? pq notes significant difference between 2016 and 2017 at the 95% confidence level 22

23 2017 overnight Winter visitors are more likely to be from New England and less likely to travel from the Mid-Atlantic compared to the prior Winter season (2016). 46% 45% p 54% 38% 40% p 31% 2015 [n=762] 2016 [n=874] 2017 [n=878] 16% 15% 16% U.S. - New England U.S. - Mid Atlantic Canada 22% 22% 15% 17% 16% 19% 13% 10% 10% 6% 7% 8% 5% 5% 6% 3% 2% 2% 1% 2% 1% 10% 9% 9% 9% 7% p 5% 4% 5% 3% NY NJ PA MD p 7% 7% 9% 3% 3% 3% 4% 4% 2% MA ME CT NH RI VT Ontario Quebec New Brunswick Q2. State/Province of Residence pq notes significant difference from the prior year at the 95% confidence level 23

24 Massachusetts continues to send the largest proportions of Winter day visitors to Maine. In-state day visitation remains an important component of Maine s day visitation patterns, providing one-third of winter day visitation. 40% 40% 37% 37% 34% 33% 34% 30% 2014 [n=451] 2015 [n=432] 2016 [n=457] 2017 [n=473] 19% 16% 14% 15% 1% 1% p 3% 2% 7% 6% 3% p 5% 3% 4% 4% 4% Massachusetts Maine New Hampshire Rhode Island New Brunswick Quebec Q2. State/Province of Residence pq notes significant difference from the prior year at the 95% confidence level 24

25 First-time visitation among overnight visitors to Maine increased during the 2017 Winter season, as compared to the 2016 Winter season. First-Time Overnight Visitors (as compared to Repeat Visitors): More likely to be Canadian Younger (less than 45 yrs old) More likely to be categorized as Balanced Achievers 22% 19% p 27% 2015 Overnight Visitors [n=762] 2016 Overnight Visitors [n=874] 2017 Overnight Visitors [n=878] 2015 Day Visitors [n=432] 2016 Day Visitors [n=457] 2017 Day Visitors [n=473] p 6% 7% 6% First Time Visitors Overnight Q11, Day Q10. Was this your first visit to Maine? pq notes significant difference from the prior year at the 95% confidence level 25

26 Overnight visitation during the Winter season is spread out across several regions, with the largest shares of visitors traveling to the Maine Highlands, the Maine Beaches, and the Downeast/Acadia regions. The 2017 winter season showed a year-over-year increase in the proportion of overnight visitors traveling to Aroostook County. The sub-groups of overnight visitors in 2017 that are more likely to visit some of Maine s tourism regions are illustrated in the boxes in the chart below. Canadian visitors Leisure travelers Non-resident New England visitors Paid accommodations 21% 19% 17% 17% 17% 17% First time visitors 15% 18% 16% Kids on trip Unpaid accommodations Leisure travelers No kids on trip 13% 13% American visitors 13% 13% 12% 12% Unpaid accommodations 12% 10% 10% 6% 7% 8% 2015 [n=762] 2016 [n=874] 2017 [n=878] 4% Maine visitors 3% p 6% The Maine Highlands Maine Beaches Downeast & Acadia Maine Lakes & Mountains Portland/ Casco Bay Mid-Coast Kennebec Valley Aroostook County Overnight Q28. What region in Maine was your primary destination? pq notes significant difference from the prior year at the 95% confidence level 26

27 The Maine Beaches region continues to be the most popular regional destination for day visitors during the winter season. After experiencing a significant increase last winter, the Mid-Coast region showed a year-over-year decline in day visitation during the 2017 winter season. The sub-groups of day visitors that are more likely to visit some of Maine s tourism regions are illustrated in the chart below. 33% 32% 28% Kids on trip Non-resident New England visitors 2015 [n=432] 2016 [n=457] 2017 [n=473] New England visitors Repeat visitors No kids on trip 18% 14% 17% 10% 12% 12% 8% Canadian visitors 10% 10% 9% 8% 8% 8% 7% p 13% p 9% 7% 7% Canadian visitors 6% 4% 4% Maine Beaches Portland/ Casco Bay Downeast & Acadia Maine Lakes & Mountains The Maine Highlands Kennebec Valley Mid-Coast Aroostook County Day Q21. What region in Maine was your primary destination? pq notes significant difference from the prior year at the 95% confidence level 27

28 A majority of Winter overnight visitors are interested in exploring Maine s various food/beverage/culinary options or shopping. Not surprisingly, differences can be seen across sub-groups of overnight visitors in the types of activities they wanted to pursue while visiting Maine (indicated in blue boxes in the chart below). Travel Interest Areas of Maine Overnight Winter Visitors >$75k income Paid accommodations 61% 61% 58% Canadian visitors 54% Leisure travelers Outside New England First-time visitors Paid accommodations 49% 47% U.S. visitors Kids on trip U.S. visitors Business travelers First-time visitors Paid accommodations Kids on trip Leisure travelers U.S. visitors Overnight Visitors 2016 [n=874] Overnight Visitors 2017 [n=878] 34% 33% 35% 30% 29% 27% U.S. visitors Kids on trip 19% 17% 4% 5% Food, beverage, culinary Shopping Touring or sightseeing Active outdoor activities (not water) History or culture Family fun or children's activities Water activities Other Overnight Q35: Which of the following interest areas did you want to pursue during this trip to Maine? pq notes significant difference between 2016 and 2017 at the 95% confidence level 28

29 Winter day visitors were similarly most interested in shopping and food/beverage/culinary activities. Winter day visitors in 2017 appeared less likely to be interested in family fun/children activities and history/culture as compared to last winter. Leisure travelers Canadian visitors 64% 64% 61% 60% Travel Interest Areas of Maine Winter Day Visitors* p 44% 42% Maine visitors Kids in household 33% 33% Kids on trip < $150k income Balanced Achievers p 31% p 22% 20% 17% p 24% Day Visitors 2016 [n=457] Day Visitors 2017 [n=473] p 16% 7% 7% Shopping Food, beverage, culinary Touring or sightseeing Active outdoor activities (not water) Family fun or children's activities Water activities History or culture Other Day Q18: Which of the following interest areas did you want to pursue during this trip to Maine? pq notes significant difference between 2016 and 2017 at the 95% confidence level 29

30 Two-thirds of overnight Winter visitors stayed in paid accommodations, a lesser proportion than the prior Winter season (70%). Maine overnight visitors stay 3 or 4 nights on average. Length of stay is longer among visitors from outside New England (4.9 nights), first-time visitors (4.2 nights), and those traveling with children (4.1 nights). Type of Accommodation [n=874] 36% 52% 48% Type of Paid Accommodation 2016 [n=874] 2017 [n=878] 64% 6% 10% 7% 7% 2% 1% Unpaid Accommodations Paid Accommodations Hotel/Motel/ Resort Rented Cabin/ Cottage/Condo Inn/B&B RV Park/ Campground or Tent Campground Average Length of Stay: 3.5 Nights Overnight Q10. On this trip to Maine, how many nights were you away from home? Overnight Q27. In which of the following types of accommodations did you spend the most nights on this trip to Maine? pq notes significant difference between 2016 and 2017 at the 95% confidence level 30

31 Lodging and food expenditures make up the greatest share of expenditures among Winter overnight visitors. Average Trip Spending per Travel Party Overnight Visitors* (Base = Visitors Who Spent Anything in the Category) $504 $520 $ [n=762] 2016 [n=874] $232 $250 $251 $214 $203 $ [n=878] $147 $147 $130 $125 $136 $140 Lodging Food Retail Transportation Recreation % Spending In Category: 81% 93% 65% 91% 50% *Reported figures represent the average amount of money spent per travel party, excluding parties who did NOT spend money in that expenditure category. This differs from previous seasons, where the average amount spent was based on all travelers, including those who did not spend money in the category. Expenditure data presented here will not match reports generated in prior seasons.. Overnight Q38. Please tell us the total amount of money you and your immediate travel party spent on this trip in Maine in each of the categories listed below. pq notes significant difference from the prior year at the 95% confidence level 31

32 Day visitors spent the most on retail and food expenditures while in Maine. Average Trip Spending per Travel Party Day Visitors* (Base = Visitors Who Spent Anything in the Category) 2015 [n=432] $139 $148 $139 $118 $132 $ [n=457] 2017 [n=473] $79 $72 $76 $68 $70 $69 Retail Food Recreation Transportation % Spending in Category: 74% 95% 45% 96% *Reported figures represent the average amount of money spent per travel party, excluding parties who did NOT spend money in that expenditure category. This differs from previous seasons, where the average amount spent was based on all travelers, including those who did not spend money in the category. Expenditure data presented here will not match reports generated in prior seasons. Day Q27. Please tell us the total amount of money you and your immediate travel party spent on this trip in Maine in each of the categories listed below. pq notes significant difference between years at the 95% confidence level 32

33 Trip Evaluation 33

34 Three-fifths of Winter overnight visitors report that the overall experience and friendliness of the people exceeded their expectations while visiting Maine. Visitors from the United States are more likely to indicate that their trip in Maine exceeded their expectations for several items compared to visitors from Canada (indicated with red boxes). Overall experience Far exceeded expectations 37% Somewhat above expectations 27% Friendliness of people 35% 25% Quality of dining 29% 26% Overall quality of customer service 28% 26% Distinctive, genuine, and unique experiences Welcoming locals who make visitors feel comfortable 29% 29% 24% 23% Overnight Visitors (n=878) Authentic communities with their own individual personalities 28% 23% Overall value for the money 25% 25% Variety of activities available 25% 24% Quality of lodging 24% 24% Great selection of family attractions and venues 23% 24% Availability of family dining 24% 23% Availability of lodging 24% 22% Accessible, diverse, and abundant shopping choices 24% 22% Availability of fine dining 25% 20% Overnight Q41: Using the scale provided in the table below, please indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each of the listed items. pq notes significant difference between 2016 and 2017 at the 95% confidence level 34

35 After showing an increase in visitor satisfaction levels last Winter (2016), this Winter season shows a return to the levels seen prior to Top 2 Box 2016 (n=874) Top 2 Box 2017 (n=878) Overall experience 77% p 64% q Friendliness of people 73% p 60% q Quality of dining 69% p 54% q Overall quality of customer service 68% 54% q Distinctive, genuine, and unique experiences 64% 52% q Welcoming locals who make visitors feel comfortable 68% p 52% q Authentic communities with their own individual personalities 65% p 51% q Overall value for the money 64% p 50% q Variety of activities available 63% p 49% q Quality of lodging 62% 48% q Great selection of family attractions and venues 57% p 47% q Availability of family dining 61% p 47% q Availability of lodging 61% p 47% q Accessible, diverse, and abundant shopping choices 61% p 46% q Availability of fine dining 55% 45% q Overnight Q41: Using the scale provided in the table below, please indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each of the listed items. pq notes significant difference between 2016 and 2017 at the 95% confidence level 35

36 Nearly two-thirds of Maine Winter day visitors state their overall experience exceeded their expectations. Far exceeded expectations Somewhat above expectations Overall experience 38% 26% Overall quality of customer service 26% 29% Quality of dining 26% 27% Friendliness of people 30% 21% Variety of activities available 26% 25% Welcoming locals who make visitors feel comfortable 28% 23% Authentic communities with their own individual personalities 24% 26% Distinctive, genuine, and unique experiences Availability of family dining 25% 25% 23% 22% Day Visitors (n=473) Accessible, diverse, and abundant shopping choices 23% 23% Overall value for the money 22% 23% Great selection of family attractions and venues 22% 21% Availability of fine dining Quality of lodging Availability of lodging 20% 23% 22% 21% 17% 17% Day Q28: Using the scale provided in the table below, please indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each of the listed items. pq notes significant difference between 2016 and 2017 at the 95% confidence level 36

37 Following a year-over-year increase in satisfaction ratings last year, the 2017 Winter season showed fairly comparable ratings, with a few returning to pre-2016 levels. Top 2 Box 2016 (n=457) Top 2 Box 2017 (n=473) Overall experience 69% p 64% Overall quality of customer service 63% p 56% Quality of dining 62% p 53%q Friendliness of people 62% p 51%q Variety of activities available 57% p 51% Welcoming locals who make visitors feel comfortable 57% p 51% Authentic communities with their own individual personalities 56% p 50% Distinctive, genuine, and unique experiences 55% p 48%q Availability of family dining 54% p 47% Accessible, diverse, and abundant shopping choices 54% p 46%q Overall value for the money 51% p 45%q Great selection of family attractions and venues 49% p 43% Availability of fine dining 47% p 40%q Quality of lodging 40% p 40% Availability of lodging 40% p 39% Day Q28: Using the scale provided in the table below, please indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each of the listed items. pq notes significant difference between 2016 and 2017 at the 95% confidence level 37

38 Future Travel 38

39 One in four overnight visitors already have specific plans to visit Maine again. Likelihood of Trip to Maine in Next Two Years 30% 27% Repeat visitors, those residing in the United States, and visitors staying in unpaid accommodations are more likely to indicate they already have plans or definitely will travel to Maine. 87% q 78% I already have specific plans 56% 51% q 14% Definitely will travel to Maine Probably will travel to Maine Might/might not travel to Maine Probably will not travel to Maine Definitely will not travel to Maine 11% 2% <1% 6% 1% 1% <1% 2016 [n=874] 2017 [n=878] q Overnight Q44. How likely will you be to travel in Maine in the next two years? pq notes significant difference from the prior year at the 95% confidence level 39

40 Two in five Winter day visitors report they have specific plans to return to Maine in the next two years. Likelihood of Trip to Maine in Next Two Years 37% 40% Repeat visitors and residents of Maine are more likely to indicate specific plans to travel to Maine. 91% 87% 54% 48% I already have specific plans Definitely will travel to Maine Probably will travel to Maine Might/might not travel to Maine Probably will not travel to Maine Definitely will not travel to Maine 7% 2% 10% 2% <1% <1% 1% 2016 [n=457] 2017 [n=473] Day Q31. How likely will you be to travel in Maine in the next two years? pq notes significant difference from the prior year at the 95% confidence level 40

41 Among day visitors who are likely to visit Maine again in the next two years, three-fourths say they definitely or probably will stay overnight when they visit. Likelihood of Staying Overnight in Maine in Next Two Years (Base=Day Visitors Likely to Visit Maine in Next Two Years) (Dec Apr 2017) Day visitors categorized as Balanced Achievers are more likely to claim future intent to stay overnight, as compared to those categorized as Genuine Originals or Social Sophisticates. 78% 56% 22% 15% 5% 2% 2017 [n=459] Definitely will stay overnight Probably will stay overnight Might/might not stay overnight Probably will not stay overnight Definitely will not stay overnight 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 trips? 41

42 Nine in ten overnight visitors indicate they will recommend Maine as a vacation destination. 97% 84% 93% 74% Definitely will recommend Probably will recommend Might or might recommend Probably will not recommend Definitely will not recommend 19% 13% 2% <1% 6% <1% 2016 [n=874] <1% 2017 [n=878] <1% Overnight Q45: How likely are you to recommend Maine as a vacation destination to friends or relatives? pq notes significant difference from the prior year at the 95% confidence level 42

43 Day visitors also continue to be pleased with their Maine vacation, with 93% stating they are likely to recommend Maine as a vacation destination. 96% 77% 93% 73% Definitely will Probably will Might/might not Probably will not Definitely will not 19% 20% 4% <1% 6% <1% 2016 [n=457] 2017 [n=473] Day Q33: How likely are you to recommend Maine as a vacation destination to friends or relatives? pq notes significant difference from the prior year at the 95% confidence level 43

44 Appendix Visitor Segment Analysis 44

45 Visitor Segment Analysis: Background In 2014, DPA conducted a market segmentation study in collaboration with BVK, which allowed for the development of a predictive model to segment and prioritize Maine s visitors. The culmination of this research effort was the creation of a Segment Typing Tool a model with a short list of questions that can be used to predict segment membership in subsequent research studies, including the ongoing Visitor Profile Research. DPA added the questions required as inputs for the Segment Typing Tool into the Visitor Profile questionnaire and began collecting this supplemental data as of January The intent is to use this typing tool to categorize Maine s visitors into the various segments developed to compare the perceptions, travel behaviors, and future travel intentions of visitors within the segments. 45

46 Visitor Segment Analysis: Background Five consumer segments were defined as a result of the market segmentation research: Balanced Achievers Genuine Originals Social Sophisticates Obligated Traditionalists Comfortable Pragmatists Of these five segments, three are considered high priority segments for the Maine Office of Tourism: Balanced Achievers, Genuine Originals, and Social Sophisticates. This Appendix provides a topline profile and comparison of these priority segments as they relate to Maine s Winter visitors. Important Note: Sample sizes are relatively low in this seasonal analysis for the Social Sophisticates segment. Please use caution in interpreting the findings for this segment. At the completion of the 2017 research, an in-depth segmentation analysis will be completed for the entire year, at which time sample sizes will be sufficient to draw conclusions for all visitor segments. 46

47 Visitor Segment Analysis: Key Findings Balanced Achievers: - Most likely from Mid-Atlantic & Canada (overnight) - Least likely from New England (overnight) - Most likely to be first-time visitors - Spend more overall (overnight visitors) - Most likely to show interest in history/culture, water activities, and family fun/children s activities Genuine Originals: - Among the oldest - Most likely from New England (overnight visitors) Social Sophisticates: - Smallest % of visitors - Least likely to show interest in water activities 47

48 Two-thirds of Winter 2017 visitors are categorized as either Balanced Achievers or Genuine Originals. Social Sophisticates make up a significantly smaller proportion of visitors to Maine during the Winter season. Winter Visitor Segments Overnight Visitors Day Visitors 2016 (n=874) 2017 (n=878) 2016 (n=457) 2017 (n=473) Balanced Achievers 48% p 39% q 34% 28% Genuine Originals 26% 29% 35% 35% Social Sophisticates 7% 6% 6% 7% pq notes significant difference between 2016 and 2017 at the 95% confidence level 48

49 Overnight visitors categorized as Genuine Originals trend a bit older than Balanced Achievers. Age of Winter Overnight Visitors by Visitor Segment Mean Age Balanced Achievers Genuine Originals Social Sophisticates (n=418) [a] (n=345) [b] (n=224) [c] (n=256) [d] (n=58*) [e] (n=56*) [f] b <35 40% 40% d 20% 29% 41% 44% % 30%ad 24% 22% 18% 20% % 14% f 21% 20% 32% f 6% % 16% 35% 29% 9% 30% e Overnight/Day Q1. How old are you? *Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 49

50 Among day visitors, Genuine Originals trend older than both Balanced Achievers and Social Sophisticates. Age of Winter Day Visitors by Visitor Segment Balanced Achievers Genuine Originals Social Sophisticates (n=154) [a] (n=131) [b] (n=162) [c] (n=163) [d] (n=29*) [e] (n=34*) [f] Mean Age bf <35 33% 34% 15% 23% 28% 56% e % 21% 16% 20% 16% 11% % 19% 16% 19% 32% f 7% % 26% 53% d 39% 24% 26% Overnight/Day Q1. How old are you? *Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 50

51 Overnight visitors categorized as Balanced Achievers are more likely to be from the Mid-Atlantic than those categorized as Genuine Originals and the least likely to be from New England. State/Province of Origin by Visitor Segment: Overnight Visitors Balanced Achievers Genuine Originals Social Sophisticates 2016 (n=418) [a] 2017 (n=345) [b] 2016 (n=224) [c] 2017 (n=256) [d] 2016 (n=58*) [e] 2017 (n=56*) [f] United States (NET) 84% 81% 90% 90% b 80% 91% New England (NET) 34% 44% a 58% 67% b 58% 66% b Massachusetts 13% 18% 22% 27% b 43% 26% Maine 6% 10% 16% 19% b 5% 14% New Hampshire 4% 4% 6% 7% 2% 12% Connecticut 7% 5% 7% 11% b 5% 6% Rhode Island 2% 5% ad 4% 2% 2% 7% Vermont 2% 2% 2% 2% -- 2% Mid-Atlantic (NET) 49% b 37% d 33% d 23% 22% 25% New York 22% 17% 13% 10% 6% 20% e New Jersey 9% 10% d 10% d 4% 11% 4% Pennsylvania 12% b 6% 6% 5% 5% -- Maryland 6% 3% 4% 3% Delaware <1% <1% -- 1% Canada (NET) 16% 19% d 10% 10% 20% 9% Ontario 7% 13% 4% 6% 11% 1% Quebec 4% 3% 1% 2% 6% 5% New Brunswick 2% 2% 2% 2% 3% 1% State/Province of Residence *Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 51

52 The proportion of day visitors arriving from each state or province does not show any variation by visitor segment. State/Province of Origin by Visitor Segment: Day Visitors Balanced Achievers Genuine Originals Social Sophisticates 2016 (n=154) [a] 2017 (n=131) [b] 2016 (n=162) [c] 2017 (n=163) [d] 2016 (n=29*) [e] 2017 (n=34*) [f] United States (NET) 90% 88% 95% 95% 93% 90% Massachusetts 43% 42% 36% 34% 51% 50% Maine 28% 34% 28% 41% 18% 23% New Hampshire 12% 11% 23% 15% 24% 17% Rhode Island 4% 2% 4% 2% Vermont 2% <1% 4% 3% Canada (NET) 10% 12% 5% 5% 7% 10% Quebec 8% 8% 1% 1% 3% 5% New Brunswick 2% 3% 4% 4% 4% 5% Q2. State/Province of Residence * Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 52

53 Overnight regional visitation patterns do not differ by visitor segment. Primary Regional Destination by Visitor Segment: Overnight Visitors Balanced Achievers Genuine Originals Social Sophisticates 2016 (n=418) [a] 2017 (n=345) [b] 2016 (n=224) [c] 2017 (n=256) [d] 2016 (n=58*) [e] 2017 (n=56*) [f] Maine Beaches 21% 17% 23% 16% 25% 15% Maine Highlands 20% 18% 10% 17% 6% 14% Mid-Coast 9% 8% 11% 10% 13% 13% Downeast & Acadia 17% 18% 17% 14% 27% 22% Greater Portland/Casco Bay 6% 11% a 20% 16% 15% 17% Maine Lakes & Mountains 16% 12% 10% 15% 11% 10% Kennebec Valley 7% 8% 7% 5% 2% 5% Aroostook County 3% 7% a 2% 6% 1% 5% Overnight Q28. What region in Maine was your primary destination? * Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 53

54 Winter day visitors show very few differences in the regions visited based on their visitor segment categorization. Visitors categorized as Genuine Originals are more likely to visit the Greater Portland/Casco Bay region than are those categorized as Balanced Achievers. Primary Regional Destination of Day Visitors By Visitor Segment Balanced Achievers Genuine Originals Social Sophisticates 2016 (n=154) [a] 2017 (n=131) [b] 2016 (n=162) [c] 2017 (n=163) [d] 2016 (n=29*) [e] 2017 (n=34*) [f] Maine Beaches 31% 30% 34% d 19% 57% 50% Mid-Coast 7% 9% 15% 6% 19% 4% Greater Portland/Casco Bay 11% 9% 15% 25% b 7% 13% Maine Lakes & Mountains 9% 9% 10% 15% -- 9% Downeast & Acadia 16% 16% 11% 16% 2% 8% Kennebec Valley 8% 3% 8% 8% 2% 5% Maine Highlands 9% 13% 5% 8% 8% 9% Aroostook County 6% 9% 2% 3% 4% -- Day Q21. What region in Maine was your primary destination? * Please note small sample size. Use caution when interpreting results. a/b/c, etc. indicate a significant difference between subgroups at the 95% confidence level. 54

55 172 Commercial Street Portland, ME

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