Maine Office of Tourism Visitor Tracking Research Summer 2012 Seasonal Topline Prepared by May 2013 1
Purpose and Methodology 2
Research Purpose and Methodology The purpose of the Maine Office of Tourism s Visitor Tracking Research is to provide insight into the tourism accvity in Maine. These insights are provided by three discnct surveys. NaAonal Omnibus Survey InformaCon is collected from a naconally representacve sample of the populacon of the United States Overnight Visitor Survey InformaCon is collected from overnight travelers who live in Maine s core advercsing markets (New England, NJ, NY, PA, DE, MD, DC and Eastern Canada) and who have taken a trip to Maine in the last four weeks Day Visitor Survey InformaCon 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 trip of greater than 50 miles outside of their usual roucne IdenCfy Maine s share of the US travel market EsCmate the number of visitors who come to Maine Provide a profile of Maine visitors EsCmate the amount of spending devoted to tourism in Maine Determine the Maine traveler s level of sacsfaccon and view of Maine 3
2012 Summer Season Travel Context 4
NaAonal Weather Drought hits US hard during Summer 2012 **Note: 1984 = 100 Source: US Drought Monitor NOAA.gov 5
Maine Weather PrecipitaAon (inches) 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 PrecipitaAon and Temperature Maine Summer 2012 Jun Jul Aug 70.0 68.0 66.0 64.0 62.0 60.0 58.0 56.0 2012 PrecipitaCon 20- year Average PrecipitaCon 2012 Avg Temp 20- year Average Temp Data source: NOAA.gov 6
Gas Prices Source: GasBuddy.com 7
NaAonal Travel Context ProporAon of U.S. Residents Taking a Trip During the Summer Season q q 36% 39% 35% 48% 48% 45% q 18% 19% 16% Overnight leisure trip Overnight VFR trip Overnight business trip 2010 [n=16,639] 2011 [n=17,924] 2012 [n=17,722] Nat l Omnibus Q1. During the past four weeks, how many Umes have you taken a trip on which you spent at least one night away from home for either business, visiung friends/relauves, or leisure? p q notes significant difference between 2011 and 2012 at the 95% confidence level 8
Maine s Market Share Overnight Leisure Trips 1.9% 1.6% 1.7% 1.0% 1.1% 0.9% 1.0% 0.8% 0.7% 0.7% 0.8% 0.8% 0.2% 0.3% 0.4% 0.3% 0.2% 0.3% 2010 [n=12,950] 2011 [n=12,985] 2012 [n=10,875] Massachuse`s ConnecCcut Maine New Hampshire Rhode Island Vermont Overnight VFR Trips 1.6% 2.1% 2.0% q 1.5% 1.3% 1.1% 0.9% 0.9% 0.8% 0.7% 0.7% 0.5% p 0.2% 0.3% 0.4% 0.1% 0.2% 0.2% 2010 [n=17,715] 2011 [n=18,288] 2012 [n=16,031] Massachuse`s ConnecCcut Maine New Hampshire Rhode Island Vermont Overnight Business Trips 1.9% 1.8% 1.7% 1.5% 1.2% 1.0% 0.7% 0.4% 0.5% 0.5% 0.6% 0.5% 0.2% 0.2% 0.3% 0.2% 0.2% 0.3% 2010 [n=6,846] 2011 [n=17924] 2012 [n=17,722] Massachuse`s ConnecCcut Maine New Hampshire Rhode Island Vermont Nat l Omnibus Q2. In which U.S. state, Canadian province, or other country was the primary desunauon of each of these trips? Share of total trips taken by U.S. residents. p q notes significant difference between 2011 and 2012 at the 95% confidence level 9
2012 Summer Season Highlights 10
EsAmated Summer VisitaAon to Maine* EsAmates 2012 2011 12 vs. 11 % Chg Overnight Visitors 8,725,048 8,333,341 4.7% Leisure 5,925,044 4,603,922 28.7% VFR 2,525,619 3,533,238-28.5% Business 274,385 196,181 39.9% Day Visitors 11,422,366 11,620,295-1.7% Leisure 7,816,642 7,778,359 0.5% VFR 3,001,568 3,438,073-12.7% Business 604,156 403,863 49.6% *For the purposes of visita0on es0mates, 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 rela0ves, a wedding, or a holiday visit. Business trips that are for a conven0on/conference/trade show or training/professional development. 11
Age of Maine Summer Visitors Mean Age = 47.8 Mean Age = 47.4 24% 25% 18% 16% 21% 22% <35 35-44 45-54 >55 37% 38% 2012 Overnight Visitors [n=1,099] 2012 Day Visitors [n=641] Regional Q48, Day Q24. How old are you? p q notes significant difference between 2011 and 2012 at the 95% confidence level 12
Primary Residence of Maine Summer Overnight Visitors Region of Residence [n=1,099] 42% 41% 43% q 34% 15% p 25% 2011 [n=1,298] 2012 [n=1,099] US - New England US - Mid AtlanCc Canada Significant Year- Over- Year VariaAon p q 20% 20% State/Province of Residence 9% q q 8% 7% 4% 4% 5% 3% New York Pennsylvania Maryland New Jersey 2011 [n=1,298] 2012 [n=1,099] p 13% notes significant difference between 2011 and 2012 at the 95% confidence level 2% p 7% 4% 5% Ontario Quebec New Brunswick 2011 [n=1,298] 2012 [n=1,099] 13
Primary Residence of Maine Summer Day Visitors p 41% State/Province of Residence 37% q 32% 35% 15% 15% 2011 [n=746] 2012 [n=641] 7% 7% 2% 2% 2% 2% Maine Massachuse`s New Hampshire Vermont New Brunswick Quebec US New England Canada State/Province of Residence p q notes significant difference between 2011 and 2012 at the 95% confidence level 14
First Time and Repeat Visitors 94% 95% 86% 86% 2011 Overnight Vistors [n=1,298] 2012 Overnight Visitors [n=1,099] 2011 Day Visitors[n=746] 2012 Day Visitors [n=641] 14% 14% 6% 5% First Time Visitors Repeat Visitors Regional Q9, Day Q4. Was this your first visit to Maine? p q notes significant difference between 2011 and 2012 at the 95% confidence level 15
Regional DesAnaAon of Maine Summer Visitors 38% Regional DesCnaCon 34% 28% 31% 2011 Overnight Vistors [n=1,298] 2012 Overnight Visitors [n=1,099] 2011 Day Visitors[n=746] 18% 16% 15% 15% 14% 13% 9% 8% 13% 12% 12% 11% 11% 9% 9% 7% 8% 8% 2012 Day Visitors [n=641] 8% 8% 7% 5% 5% 5% 3% 3% 4% 4% Maine Beaches Downeast & Acadia Portland/Casco Bay Mid- Coast The Maine Highlands Maine Lakes and Mountains Kennebec & Moose River Valley Aroostook County Regional Q28, Day Q11. What region in Maine was your primary desunauon? p q notes significant difference between 2011 and 2012 at the 95% confidence level 16
Trip AcAviAes of Maine Summer Visitors Trip AcCviCes 64% 62% 60% 60% 50% 50% 53% 49% 2011 Overnight Vistors [n=1,298] 2012 Overnight Visitors [n=1,099] 2011 Day Visitors[n=746] 42% 38% 35% q 30% 44% 43% 37% 34% 40% q 35% 26% 23% 2012 Day Visitors [n=641] 33% 31% 31% 29% 28% 26% 27% 26% 27% 23% 24% 19% Outdoor AcCviCes (NET) Shopping (NET) ResCng, relaxing, unwinding Enjoying the ocean views Sightseeing Going to the beach Driving for pleasure VisiCng family and friends Regional Q32. In which of the following acuviues did you parucipate during this trip? (Please check all that apply) Day Q10. In which of the following acuviues did you parucipate in during your most recent trip to Maine? (Please check all that apply) p q notes significant difference between 2011 and 2012 at the 95% confidence level 17
AccommodaAons Overnight Visitors Type of AccommodaAon [n=1,099] Type of Paid AccommodaAon p 49% 31% 42% 2011 [n=1,298] p 69% 2012 [n=1,099] 7% 8% 8% 6% 5% 3% Unpaid AccommodaCons Paid AccommodaCons Hotel/Motel/ Resort Inn/B&B Rented Cabin/ Co`age/Condo RV Park/ Campground or Tent Campground Average Length of Stay: 3.7 Nights Regional Q8. On this trip to Maine, how many nights were you away from home? Regional Q27. In which of the following types of accommodauons did you spend the most nights on this trip to Maine? p q notes significant difference between 2011 and 2012 at the 95% confidence level 18
Average Spending Overnight Visitors Spending $200 $200 $200 $200 $171 q 2011 [n=1,298] 2012 [n=1,099] $134 $100 $100 $40 q $32 Lodging* Food* Retail** TransportaCon* RecreaCon** Regional Q33. Please tell us the amount of money you and your immediate travel party spent on this trip in Maine in each of the following categories below. *Median Expenditures **Mean Expenditures Food expenditures from 2011 and 2012 are not directly comparable due to the addiuon of the grocery category in 2012. p q notes significant difference between 2011 and 2012 at the 95% confidence level 19
Average Spending Day Visitors Spending $77 $84 $65 $50 $50 $50 2011 [n=746] 2012 [n=641] $13 p $17 Retail** Food* TransportaCon* RecreaCon** Day Q14. Please tell us the amount of money you and your immediate travel party spent on this trip in Maine in each of the following categories below. *Median Expenditures **Mean Expenditures Food expenditures from 2011 and 2012 are not directly comparable due to the addiuon of the grocery category in 2012. p q notes significant difference between 2011 and 2012 at the 95% confidence level 20
Trip EvaluaAon 21
Maine Compared to Other DesAnaAons Overnight Visitors Top 2 Box RaCng Be`er than Others 2011 [n=1,298] 81% 81% 79% 77% 2012 [n=1,099] 70% 68% 67% 66% 64% 63% 62% 62% 53% 53% 52% 51% 50% p 55% 44% 44% Overall experience Friendliness of people Overall quality of customer service Variety of accvices available Quality of dining Overall Value for the money Availability of family dining Quality of lodging Availability of lodging Availability of fine dining Regional Q34. Using the scale provided in the table below, please evaluate your trip to Maine as compared to other desunauons you ve visited. p q notes significant difference between 2011 and 2012 at the 95% confidence level 22
Maine Compared to Other DesAnaAons Day Visitors Top 2 Box RaCng Be`er than Others 82% 81% 78% 75% 68% 69% 66% 63% 62% 64% 58% 58% 54% 56% 2011 [n=746] 2012 [n=641] 41% 41% Overall experience Friendliness of people Overall quality of customer service Variety of accvices available Overall value for Quality of dining Availability of the money family dining Availability of fine dining Day Q13. Using the scale provided in the table below, please evaluate your day trip in Maine as compared to other desunauons you ve visited. p q notes significant difference between 2011 and 2012 at the 95% confidence level 23
Aspect of the Trip that Could Have Been Befer 22% 19% 15% 13% 15% 14% 12% 2011 Overnight Vistors [n=1,298] 2012 Overnight Visitors [n=1,099] 2011 Day Visitors[n=746] 2012 Day Visitors [n=641] 8% 8% p 8% 6% 6% 6% 6% 5% N/A N/A 4% 3% 5% 5% 4% 2% 2% 1% 2% 3% 2% More Cme to spend Be`er weather/ less rain Not much/ everything was great Lodging AccommodaCons Be`er dining/ more restaurants/ bars Less traffic Less driving Cme Regional Q36. What do you wish could have been beher on this trip in Maine? Day Q17. What do you wish could have been beher? p q notes significant difference between 2011 and 2012 at the 95% confidence level 24
Future Travel Prospects 25
Future IntenAons for Leisure Trips to Anywhere Overall Leisure Trips Planned in Comparison to Last Year p 65% 71% 63% 67% 2011 Overnight Vistors [n=1,298] 2012 Overnight Visitors [n=1,099] 2011 Day Visitors[n=746] 2012 Day Visitors [n=641] 11% 10% 15% 13% 15% q 11% 13% 13% 9% 7% 9% 7% More Same Fewer Not Sure Regional Q46, Day Q23. Is this more, the same, or fewer than the number of leisure trips you took during the same period last year? p q notes significant difference between 2011 and 2012 at the 95% confidence level 26
Future Travel to Maine Likelihood of Trip to Maine in Next Two Years 25% 51% 70% 45% 91% 40% 19% 9% 6% 1% 1% 1% 1% 1% 2012 Overnight Visitors [n=1,099] 2012 Day Visitors [n=641] 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 Regional Q37, Day Q19. How likely will you be to travel in Maine in the next two years? 27
Recommend a Trip to Maine Likelihood of Recommending a Trip to Maine to Friends and Family 71% 68% 94% 92% 96% 95% 81% 78% 23% 24% 5% 7% 3% 4% 1% 0% 1% 1% 2011 Overnight Visitors [n=1,298] 2012 Overnight Visitors [n=1,099] 15% 2011 Day Visitors [n=746] 17% 2012 Day Visitors [n=641] Definitely will Probably will Might/might not Probably will not Definitely will not Regional Q38, Day Q19b. How likely will you be to recommend Maine as a vacauon desunauon to friends or relauves? p q notes significant difference between 2011 and 2012 at the 95% confidence level 28
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