Maine Office of Tourism Visitor Tracking Research 2012 Calendar Year Annual Reort Regional Insights: Maine Highlands Preared by Aril 2013 1
Introduction and Methodology 2
The Maine Office of Tourism has commissioned DPA to conduct a visitor research rogram designed to rovide information on tourism activity in Maine and exlore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey articiants recruited from the ResearchNow national online anel. Information is gathered using three main surveys on an ongoing basis: Regional Travel Survey Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; Resondents are screened to see if they have taken an overnight tri to Maine in the ast four weeks. If they have, they are asked to comlete the Maine Overnight Visitors Survey. Maine Day Visitor Survey Includes travelers living within Maine or within a 100-mile radius of Maine s borders who have taken a day tri in Maine that is at least 50 miles from home within the ast four weeks. National Omnibus Survey Includes a nationally balanced samle of US residents; and Used to determine the incidence of travel nationwide and Maine s share of that travel. 3
This reort outlines results from calendar year 2012, with travel occurring between January 2012 and December 2012. Data was collected between January 1 st and December 15 th 2012. The number of comleted statewide surveys collected for each research comonent are as follows: Maine Overnight Visitor Survey 2,497 Maine Day Visitor 1,520 National Omnibus Survey 17,722 4
The following reort includes data on leisure visitors to the Maine Highlands tourism region, and is based on: 156 overnight leisure visitors, and 67 day leisure visitors. 5
Overnight Leisure Visitors: Traveler Descrition 6
Overnight Leisure Visitor Demograhics There were no statistically significant changes in the demograhic rofile of overnight leisure visitors to the Maine Highlands between 2011 and 2012. Overnight visitors to this region do differ somewhat from visitors to the rest of Maine on a few characteristics. Overall, visitors to the Maine Highlands are younger and less affluent. Overnight, Leisure Visitors Maine Leisure 2012 (n=1366) Highlands 2011 (n=143) Highlands 2012 (n=156) Age: < 35 22%q 27% 28% 35-44 17% 11% 17% 45-54 22% 32% 32% 55 + 39% 30% 23% Mean Age (Years) 48.7 45.7 45.3 Income: < $50,000 10% 13% 15% $50,000 - $99,000 32% 39% 45% $100,000 + 43% 36% 28% Mean Income (Thousands) $113.47 $99.19 $93.38 Female 49%q 44% 47% College Degree or Higher 79% 69% 73% Married 63% 64% 60% Emloyed Full Time 60% 72% 65% 7
Overnight Leisure Visitor Residence Consistent with 2011, the largest ercentage of overnight leisure visitors to the Maine Highlands region is from New Brunswick, a significantly higher roortion than of visitors to the rest of the State. The next highest roortion of visitors to this region arrive from Massachusetts, Maine, and New York. State/ Province of Residence New Brunswick 8% 37% 43% Massachusetts 5% 10% 22% Maine 7% 9% 10% New York 9% 9% 17% Maine Leisure 2012 (n=1366) Maine Highlands 2011 (n=143) New Jersey 3% 4% 8% Maine Highlands 2012 (n=156) Ontario 7% 9% 10% Washington D.C. 2% 2% 5% Quebec 2% 4% 8% State/Province of residence. 8
First-Time vs. Reeat Visitors One-fifth of overnight leisure visitors to the Maine Highlands region are visiting Maine for the first time, a significantly greater roortion than the rest of the State of Maine. Reeat Overnight Leisure Visitors Maine Leisure 2012 (n=1159) Maine Highlands 2011 (n=123) Maine Highlands 2012 (n=122) 85% 86% 78% Average number of tris to Maine in ast 5 years 13.5 12.6 13.2 15% 14% 22% First Time Reeat Visit Maine Leisure 2012 (n=1366 Maine Highlands 2011 (n=143) Maine Highlands 2012 (n=156) Regional Q9. Was this your first visit in Maine? Regional Q10. Including your most recent tri in Maine, how many times have you visited Maine in the ast five years? 9
Party Size and Comosition One-fourth of overnight leisure visitors to the Maine Highlands region traveled with children on their 2012 visit to the region, similar to the roortion doing so for the State as a whole. Percent Traveling with Children Average Number of Peole in Travel Party Maine Highlands 2012 (n=156) 23% 2.9 2.8 Maine Highlands 2011 (n=143) 22% Maine Leisure 2012 (n=1366) Maine Highlands 2011 (n=143) 2.7 Maine Highlands 2012 (n=156) Maine Leisure 2012 (n=1366) 22% Maine Leisure 2012 (n=1366) Maine Highlands 2011 (n=143) Maine Highlands 2012 (n=156) Regional Q24. Including yourself and any children, how many eole were in your immediate travel arty on this secific tri to Maine? Regional Q25. How many of these eole were: Children? 10
Overnight Leisure Visitors: Tri Exerience 11
Primary Purose of Overnight Leisure Tris The lure of shoing oortunities and getting away to relax were the rimary reasons overnight visitors to the Maine Highlands region lanned their tri to Maine. There were several differences in the reorted urose of their tri between visitors to the Maine Highlands and visitors to the rest of the State. This region s visitors were more likely to be visiting to sho and less likely to be visiting to get away to relax, to enjoy nature, for touring, and for outdoor recreation. Primary Purose of Overnight Leisure Tris To get away to relax Shoing To enjoy nature To send time with friends or family Touring/seeing the sites Outdoor recreation/adventure It s what we do every year Secial event (such as concert, festival)* Cultural and heritage tourism To exerience great cuisine and service Wedding 1% 1% 8% 8% 13% 12% 7% 7% 19% 19% 17% 23% 25% 23% 22% Other 4% 8% Regional Q7. What was the rimary urose of your most recent leisure tri in Maine? * Includes wedding before 6/2012. Due to a revision to resonse otions in 2012, direct comarisons between 2011 and 2012 data cannot be made. 34% 36% 34% 38% 45% 50% 60% Maine Leisure 2012 (n=1366) Maine Highlands 2012 (n=156) 12
Overnight Leisure Tri Activities Consistent with 2011, three-fourths of overnight leisure visitors to the Maine Highlands region did some shoing while visiting, a roortion twice as much as the next most oular activities resting/relaxing/unwinding and various outdoor activities. Consistent with visitors stated rimary urose of their tri, several activities are less oular in this region than in other arts of the State, as illustrated with the red circled items in the chart below. To Tri Activities Shoing (NET) Resting, relaxing, unwinding Outdoor Activites (NET) Enjoying the mountain views Sightseeing Enjoying the ocean views/rocky coast Searching for local cuisine or dining hot sots Driving for leasure Wildlife viewing/bird watching Visiting family and friends Visiting historic sites/museums 10% 16% 16% 16% 14% 9% 10% 12% 10% 9% 16% 15% 18% 15% 35% 35% 34% 23% 24% 27% 40% 27% 26% 30% 33% 33% 47% 46% 62% 55% 57% 69% 71% Maine Leisure 2012 (n=1366) Highlands 2011 (n=143) Highlands 2012 (n=156) Regional Q32. In which of the following activities did you articiate during this tri? (Please check all that aly). 13
Overnight Leisure Outdoor Tri Activities Among leisure visitors to the Maine Highlands region, various water activities are the most oular outdoor activities. 2012 saw an increase in kayaking in this region, and decreases in hiking/climbing, ool swimming, and outdoor swimming. Outdoor Activites (NET) All Water Activities (NET) Fresh Water Activities (NET) Going to the beach Lake, stream, or river fishing Kayaking Hiking or climbing Pool swimming indoor or outdoor White water rafting Outdoor swimming lake, ocean, river Water skiing/jet skiing 1% 4% 1% 4% 2% 2% 1% 2% 2% 5% To Outdoor Activities 8% 12% 12% 11% 7% 10% 9% 13% 14% 26% 23% 22% 22% 22% 18% 17% 17% 15% 11% 30% 34% 47% Maine Leisure 2012 (n=1366) Highlands 2011 (n=143) Highlands 2012 (n=156) Shoing Activities 57% Maine Leisure 2012 (n=1366) Highlands 2011 (n=143) Highlands 2012 (n=156) Shoing (NET) 69% 62% 71% Shoing for gifts or souvenirs 33%q 31% 31% Outlet shoing 36% 24% 29% General shoing at malls, downtown Shoing for antiques, local arts, crafts 31% 37% 42% 20% 9% 11% Regional Q32. In which of the following activities did you articiate during this tri? (Please check all that aly). 14
Towns & Cities Visited Following on the high roortion of overnight visitors citing shoing as their rimary urose for visiting, 70% of overnight leisure visitors to the Maine Highlands region sent time in Bangor. Old Town and Greenville both exerienced an increase in the roortion of overnight leisure visitors to the region in 2012. To Towns/Cities Visited Bangor 72% 70% Old Town Baxter State Park 7% 14% 16% 14% Greenville 3% 12% Dexter 5% 11% Maine Highlands 2011 (n=143) Moosehead Lake 11% 10% Maine Highlands 2012 (n=156) Millinocket Orono Newort Dover-Foxcroft Lincoln 7% 10% 5% 7% 9% 7% 3% 5% 3% 5% Regional Q31: Within the region you visited, what secific towns or cities did you visit? (Please check all that aly) 15
Future Travel Likelihood Three-fourths of overnight leisure visitors to the Maine Highlands region indicate that they will travel to Maine again in the next two years, a roortion similar than for visitors to the rest of Maine. Half say they definitely will visit Maine, and one-fifth say they already have secific lans to do so. 18% 17% I already have secific lans to travel in Maine* Definitely will 50% 55% Probably will Might or might not Probably will not 20% 9% 2% 1% Maine Leisure 2012 (Base=1366) 21% 6% 1% Maine Highlands 2012 (n=156) Definitely will not Regional Q37. How likely will you be to travel in Maine in the next two years? * Added in Summer 2012. Due to a revision to resonse otions and question wording in 2012, direct comarisons between 2011 and 2012 data cannot be made. 16
Day Leisure Visitors: Traveler Descrition 17
Samle Size Caution: Please note the small samle size of day leisure visitors to the Maine Highlands region (67). Data on the following ages should be used for directional uroses only. 18
Day Leisure Visitor Demograhics On average, day visitors to the Maine Highlands region are just under 50 years old. Most have a college degree, though this roortion is lower than for day visitors to the State of Maine as a whole. Household incomes are also lower among this region s day visitors as comared to the rest of the State. Age: Day, Leisure Visitors Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) < 35 19%q 16% 18% 35-44 17% 17% 27% 45-54 22% 27% 16% 55 + 41% 41% 40% Mean Age (Years) 49.0 49.7 49.0 Income: < $50,000 15% 27% 19% $50,000 - $99,000 44% 45% 53% $100,000 + 41% 29% 29% Mean Income (Thousands) $101.11 $85.87 $83.90 Female 47% 60% 41%q College Degree or Higher 72% 59% 59% Married 64% 66% 65% Emloyed Full Time 60% 61% 52% *Please note small samle size. Data should be used for directional uroses only. < > notes significant year-over-year difference at 95% confidence level 19
Day Leisure Visitor Residence Nearly half of leisure day visitors to the Maine Highlands region were from Maine, a result consistent with 2010 and 2011 levels. Aside from the relatively large ercentage of Maine residents, the Maine Highlands region also attracts a large roortion of leisure day visitors from New Brunswick. region attracts a larger roortion of in-state day visitors and visitors from New Brunswick than the rest of the State, and a lesser roortion from Massachusetts. State/ Province of Residence Maine 24% 45% 53% New Brunswick 12% 28% 36% Massachusetts Quebec 5% 2% 4% 4% 14% 44% Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) Day Q1A. In what State or Province do you reside? *Please note small samle size. Data should be used for directional uroses only. 20
First-Time vs. Reeat Visitors The vast majority of day leisure visitors to the Maine Highlands region are reeat visitors, consistent with the State of Maine as a whole. Reeat Leisure Day Visitors Maine Leisure 2012 (n=510) Maine Highlands 2012 (n=31*) 95% 97% 98% Average number of tris to Maine in ast 5 years 22.5 23.8 5% 3% 2% First Time Reeat Visit Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) Day Q4. Was this your first tri to Maine? Q4a. Including your most recent tri in Maine, how many times have you visited Maine in the ast five years? *Please note small samle size. Data should be used for directional uroses only. 21
Party Size and Comosition Most day leisure visitors to the region are not traveling with children (86%). Percent Traveling with Children Average Number of Peole in Travel Party 2.6 Maine Leisure 2012 (n=803) 2.5 Maine Highlands 2011 (n=108) 2.4 Maine Highlands 2012 (n=67*) Maine Highlands 2012 (n=67*) Maine Highlands 2011 (n=108) Maine Leisure 2012 (n=803) Maine Leisure 2012 (n=803) Q7. Including yourself and any children, how many eole were in your immediate travel arty on this tri? Q8. How many of these eole were: Children *Please note small samle size. Data should be used for directional uroses only. 14% Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) 15% 18% 22
Day Leisure Visitors: Tri Exerience 23
Primary Purose of Day Leisure Tris As was the case with overnight leisure visitation to the Maine Highlands region, shoing was the key rimary tri urose for this region. Primary Purose of Day Leisure Tris Shoing 48% 62% To get away to relax 28% 34% Touring/seeing the sites 11% 24% Maine Leisure 2012 (n=803) Outdoor recreation/adventure 11% 21% Highlands 2012 (n=67**) To enjoy nature 15% 11% Secial event (such as concert, festival)* 7% 8% Day Q3. What was the rimary urose of your most recent leisure tri in Maine? * Includes wedding before 6/2012. Due to a revision to resonse otions in 2012, direct comarisons between 2011 and 2012 data cannot be made. **Please note small samle size. Data should be used for directional uroses only. 24
Day Leisure Tri Activities Shoing was the most widely cited activity conducted by leisure day visitors to the Maine Highlands region, followed by driving for leasure and resting/relaxing/unwinding. Shoing (NET) Driving for leasure Resting, relaxing, unwinding Outdoor Activities (NET) Sightseeing Enjoying the ocean views/rocky coast Enjoying the mountain views Viewing fall colors Casino gaming Searching for local cuisine or dining hot sots 2% 7% 6% 10% 13% 11% 11% 11% 13% 10% 10% 10% To Tri Activities 16% 14% 16% 21% 20% 19% 28% 31% 24% 24% 61% 62% 59% 6% Attending fairs or festivals 8% 8% Day Q10. In which of the following activities did you articiate during your most recent tri to Maine? (Please check all that aly). *Please note small samle size. Data should be used for directional uroses only. 27% 29% 32% 34% 38% Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) 25
Day Leisure Outdoor Tri Activities The most oular outdoor activity among day leisure visitors to the Maine Highlands region is hiking/climbing. To Outdoor Activities Outdoor Activities (NET) 16% Hiking or climbing 9% 13% 9% Maine Maine Maine 2% Leisure Highlands Highlands Biking/mountain biking 2% Shoing Activities 4% 2012 2011 2012 (n=803) (n=108) (n=67*) 3% Pool swimming indoor or outdoor 6% Shoing (NET) 61% 62% 59% 3% Shoing for gifts or 15% 18% 23% 21% All Water Activities (NET) 21% souvenirs 2% Outlet shoing 32% 21% 29% Kayaking 3% 5% General shoing at 1% malls, downtown 26% 42% 31% Downhill skiing/snowboarding 1% Shoing for 1% antiques, local arts, 1% crafts 15% 4% 6% Going to the beach 18% 4% 1% Golfing Maine Leisure 2012 (n=803) 2% 0% 1% Maine Highlands 2011 (n=108) Hunting (game or bird) <1% Maine Highlands 2012 (n=67*) 2% 1% Day Q10. In which of the following activities did you articiate during your most recent tri in Maine? (Please check all that aly). *Please note small samle size. Data should be used for directional uroses only. 26 29% 34%
Towns & Cities Visited Consistent with overnight leisure visitors to the Maine Highlands region, Bangor is the most oular sto among day leisure visitors, with three-fourths having visited this city. To Towns/Cities Visited Bangor 84% 78% Mt. Katahdin Greenville Dover-Foxcroft Orono Dexter Brownville Moosehead Lake Lincoln 3% 7% 7% 6% 6% 6% 5% 6% 7% 6% 2% 4% 8% 4% 8% 3% Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*) Millinocket 3% 8% Day Q12: Within the region you visited, what secific towns or cities did you visit? *Please note small samle size. Data should be used for directional uroses only. 27
Future Travel Likelihood Nine in ten day leisure visitors to the Maine Highlands region indicate that they will visit Maine again in the next two years. As comared with day leisure visitors to the rest of Maine, a greater roortion of day leisure visitors to this region reort that they already have secific lans to come back to Maine. 46% 64% I already have secific lans to travel in Maine* Definitely will Probably will Might or might not 45% 29% Probably will not Definitely will not 6% 2% 1% 1% Maine Leisure 2012 (Base=704) 6% 1% Maine Highlands 2012 (n=60*) Day Q19. How likely will you be to travel in Maine in the next two years? *Added in Summer 2012. Due to a revision to resonse otions and question wording in 2012, direct comarisons between 2011 and 2012 data cannot be made. **Please note small samle size. Data should be used for directional uroses only. 28
Comarison of Maine Highlands Visitors to Maine Visitors 29
Comarisons Visitors to the Maine Highlands region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen rimarily in the average age and income of visitors, as well as their reasons for traveling and the activities they articiate in while visiting. Poular tri activities and stated urose of tris closely follow the shoing oortunities in the Maine Highlands region (Bangor). Highlights: Visitor Origin A greater roortion of overnight and day visitors from New Brunswick A lesser roortion of overnight and day visitors from Massachusetts A greater roortion of day visitors from Maine A lesser roortion of overnight visitors from New York and Quebec Visitor Demograhics A lesser roortion of overnight visitors over the age of 55, and a lower average age of visitors A lesser roortion of overnight and day visitors earning $100,000 or more er year, and a lower average annual household income overall A lesser roortion of day visitors with a college degree 30
Comarisons Continued Highlights Continued: Primary Purose of Tri Overnight and day visitors more likely to be traveling for shoing Overnight visitors less likely to be visiting to: Get away to relax Enjoy nature Tour/see the sites (day visitors also) Particiate in outdoor recreation (day visitors also) Tri Activities Overnight and Day Visitors Less likely to be: Resting/relaxing/unwinding Particiating in outdoor activities Sightseeing Enjoying the ocean views Searching for local cuisine 31
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