Maine Office of Tourism Visitor Tracking Research 2015 Calendar Year Annual Report Regional Insights: Prepared by April 2016 1 1
Table of Contents Research Objectives and Methodology 3 Overnight Visitors: Traveler Description 6 Trip Experience 11 Day Visitors: Traveler Description 25 Trip Experience 30 Comparison of Visitors to Maine Visitors 43 2
Research Objectives and Methodology 3
Research Objectives and Methodology The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from two national online panels Research Now and Instantly (formerly Usamp). Information is gathered on an ongoing basis through three surveys: Maine Overnight Visitor Survey Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada Have taken an overnight trip to Maine in the past four weeks Maine Day Visitor Survey Includes travelers living within Maine or within a 100-mile radius of Maine s borders Have taken a day trip in Maine that is at least 50 miles from home within the past four weeks National Omnibus Survey Includes a nationally balanced sample of US residents To determine the incidence of travel nationwide and Maine s share of that travel Survey results were collected during calendar year 2015 for travel to Maine occurring from December 2014 through November 2015. The number of respondents participating in each survey is: Maine Overnight Visitor Survey 2,779 Maine Day Visitor 1,755 National Omnibus Survey 17,812 4
Research Objectives and Methodology The following report summarizes the results among visitors to the tourism region during 2015, including: 396 overnight visitors, and 214 day visitors. Throughout this report, data for the tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 9 confidence level and are noted throughout by < >. Statistically significant differences between 2014 and 2015 are also highlighted for both the region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text. 5
Overnight Visitors: Traveler Description 6
Overnight Visitor Demographics Overnight visitors to the tourism region average 47 years old and have average annual household incomes of $103,000. Three-fourths have at least a college degree and 5 are married. Nearly two-thirds are employed full-time. Overnight Visitors Maine 2015 (n=2779) 2015 (n=396) Age: < 35 30% 2 35-44 19% 16% 45-54 19% 23% 55 + 31% 34% Mean Age (Years) 45.4 47.2 Income: < $50,000 17% 1 $50,000 - $99,999 41% 40% $100,000 + 42% 4 Mean Income (Thousands) $103,770 $103,100 Female 5 61% College Degree or Higher 73% 74% Married 64% 5 Employed Full Time 63% 60% 7
Nine in ten overnight visitors to the are from the United States, a higher proportion compared to visitors to Maine overall. The largest proportion of visitors to the originate in Massachusetts (19%) and New York (17%). The region attracts a greater proportion of in-state overnight visitors compared to the State of Maine as a whole. State/ Province of Residence Maine 2015 (n=2779) 2015 (n=396) United States (NET) 87% <92%> 21% 19% <14%> 10% 7% 6% 7% 3% 3% 2% 2% MA ME NH CT RI VT New England (NET) 47% 53% 17% 17% 10% 10% 9% 4% 4% 1% <1% Mid-Atlantic (NET) 40% 40% NY PA NJ MD DE Canada (NET) 13% 6% 3% 3% 1% 1% 1% 1% ON QB NB NS State/ Province of Residence < > indicates a significant difference between subgroups at the 9 confidence level. 8
More than four out of five overnight visitors to the region are repeat visitors. Repeat vs. First Time Visitors 80% 83% Repeat Visitor First Time Visitor 20% 17% Maine 2015 (n=2779) 2015 (n=396) Q11. Was this your first visit in Maine? Q12. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? 9
One in four travel parties includes children, with party sizes averaging about three people. Travel Party Composition 2.9 2.7 31% 26% Percent Traveling with Children Average Number of People in Travel Party Maine 2015 (n=2779) 2015 (n=396) Q18. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q19. How many of these people were: Children? 10
Overnight Visitors: Trip Experience 11
The most widely cited reason to visit the among overnight VFR travelers is a general visit to see friends or relatives. Primary Purpose of Overnight VFR Trips General visit to see friends or relatives 62% 64% Wedding Holiday visit Family reunion 11% 13% 12% 9% 10% Maine 2015 VFR (n=1036) 2015 VFR (n=165) Funeral Class reunion Other 3% 3% <1% 0% 2% 2% Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? 12
Nearly half of overnight business travelers to the region cite a meeting as the reason for their business trip. Primary Purpose of Overnight Business Trips Meeting 36% 47% Convention/Conference/Trade Show 27% 31% Training/Professional Development 1 22% Maine 2015 Business (n=494) Sales/Service 10% 2015 Business (n=60) Other 2% 4% Q8. What was the primary purpose of your most recent business trip in Maine? 13
Food/beverage/culinary activities are the most common interest areas pursued by overnight visitors to the region. overnight visitors are less likely to pursue family fun/children s activities and water activities compared to visitors to Maine overall. 2015 Interest Areas Most Important Interest Area Food, beverage, or culinary 61% 6 3 Touring or sightseeing Shopping 51% 52% 52% 52% 54% 17% History or culture 31% 34% 17% Active outdoor activities (not water) Family fun or children's activities Water activities Other 3 32% <27%> 21% <2> 19% Maine 2015 (n=2779) 2015 (n=396) 39% 41% 30% 9 Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 14
When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among overnight visitors to the region, followed by food/beverage/culinary activities. 2015 Interest Areas Importance Index Touring or sightseeing 26% 2 Food, beverage, or culinary 20% 23% Active outdoor activities (not water) Family fun or children's activities 9% 12% 12% 12% Maine 2015 (n=2779) 2015 (n=396) Shopping 9% 10% History or culture 7% 6% Water activities Other 6% 7% Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 15
Sightseeing and enjoying the ocean views or rocky coast are the most common touring/sightseeing activities among overnight visitors. Overnight visitors to the region are more likely than visitors to Maine overall to spend time enjoying the ocean views or rocky coast while visiting. Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip Sightseeing Enjoying the ocean views or rocky coast 64% 70% 7 <72%> Driving for pleasure 53% 60% Enjoying the mountain views 46% 43% Wildlife viewing or bird watching Viewing fall colors Taking tours of communities or local architecture Nature cruises or tours 26% 22% 22% 19% 21% 1 17% 13% Maine 2015 (n=1424) 2015 (n=208) Other 1% 1% Q31. In which of the following activities did you participate during this trip? Please check all that apply. 16
Overnight visitors to the region who are interested in food/beverage/ culinary activities are most likely to eat lobster or other local seafood while visiting. Eating lobster or other local seafood is a more popular food/beverage/culinary activity in the region than it is in the State as a whole. Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip Ate lobster or other local seafood 63% <70%> Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 44% 4 Going to local brew pubs or craft breweries Enjoyed unique Maine food or beverages (i.e. whoopee pies or Moxie) Visited Farmer s Markets Enjoying local food at fairs or festivals Enjoyed high-end cuisine or five-star dining Ate farm to table or organic cuisine 23% 2 22% 22% 23% 21% 1 1 3 3 3 3 Maine 2015 (n=1683) 2015 (n=257) Other <2%> 1% Q31. In which of the following activities did you participate during this trip? Please check all that apply. 17
Over half of overnight visitors interested in water activities go to the beach and enjoy outdoor swimming while visiting the region. Water Activities Base: Those who report water activities as an interest area for this Maine trip Going to the beach 61% 5 Outdoor swimming (lake, ocean, river) Pool swimming (indoor or outdoor) Canoeing or kayaking 21% 34% 3 2 4 52% Maine 2015 (n=705) 2015 (n=74) Motor boating 1 22% Fishing (ocean, lake, stream, river, ice) 22% 19% Sailing 12% 14% White water rafting 9% Surfing Water skiing or jet skiing 4% 11% Other 2% Q31. In which of the following activities did you participate during this trip? Please check all that apply. 18
Hiking/climbing/backpacking is the most common pursuit among overnight visitors interested in active outdoor activities. Active Outdoor Activities Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip Hiking, climbing, or backpacking Exploring State and National Parks 34% 40% 5 64% Maine 2015 (n=961) Bicycling or mountain biking 20% 20% 2015 (n=128) Camping 17% 16% Snowshoeing Riding all-terrain vehicles Alpine skiing or snowboarding Nordic skiing 10% 7% 4% 3% 3% 1% Hunting (game or bird) 1% Snowmobiling Other <3%> <1% 6% 3% Q31. In which of the following activities did you participate during this trip? Please check all that apply. 19
Visiting historic sites or museums is the top history or culture activity in which overnight visitors participate. History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip Visiting historic sites or museums 62% 67% Visiting art museums or local artisan exhibits 39% 43% Getting to know the local people and/or culture 29% 31% Participating in nightlife or other evening entertainment Attending popular music concerts or events Painting, drawing, or sketching Attending plays, musicals, or theatrical events Attending sports events Attending operas or classical music events Other 20% 20% 12% 10% 10% 10% <13%> 6% 9% 6% 4% 2% 2% Maine 2015 (n=861) 2015 (n=134) Q31. In which of the following activities did you participate during this trip? Please check all that apply. 20
Outlet shopping is the most common shopping activity among overnight visitors. Shopping Activities Base: Those who report shopping as an interest area for this Maine trip Outlet shopping Shopping for gifts or souvenirs Shopping for unique, locally produced goods 53% 47% 40% 42% 32% 37% General shopping at malls, downtown 34% 41% Maine 2015 (n=1445) Shopping for antiques, local arts and crafts 24% 26% 2015 (n=207) Shopping for products with the Made in Maine identifier 21% 2 Other 1% 3% Q31. In which of the following activities did you participate during this trip? Please check all that apply. 21
Animal parks and zoos are enjoyed by one in three overnight visitors to the who are interested in family fun/children s activities. Family Fun/Children s Activities Base: Those who report family fun/children s activities as an interest area for this Maine trip Animal parks or zoos 31% 33% Water parks 2 24% Amusement or theme parks 23% 23% Children s museums 22% 23% Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) Spectator sports 10% 14% 22% <34%> Maine 2015 (n=751) Horseback riding 11% 11% 2015 (n=83) Agricultural fairs 11% 7% Summer camps 7% 7% Other 13% 1 Q31. In which of the following activities did you participate during this trip? Please check all that apply. 22
Boothbay Harbor is the most frequently visited attraction/location among overnight visitors to the region. Top Attractions/Locations Visited* Boothbay Harbor Maine State Aquarium Camden Hills State Park Moody's Diner Pemaquid Point Lighthouse Maine Lighthouse Museum Maine Lobster Festival Coastal Maine Botanical Gardens Fort Knox Maine Wine Trail Farnsworth Art Museum and Wyeth Center Maine Beer Trail Maine Maritime Museum Owls Head State Park Popham Beach Heritage Park Reid State Park Boothbay Railway Village Eastern Maine Railroad Bowdoin College Museum of Art 2 14% 13% 10% 10% 9% 2015 (n=396) 7% 7% 6% 6% 6% 6% 6% * Does not include response options selected by fewer than of respondents. Q26: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) 23
Four in five visitors to the region intend to visit Maine again in the next two years. Future Travel Likelihood 79% 81% 27% 2 I already have specific plans to travel in Maine Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine 52% 5 Probably will not travel to Maine Definitely will not travel to Maine Top 2 Box 1 11% 1% <1% 6% 1% <1% Maine 2015 (n=2779) 2015 (n=396) Q38. How likely will you be to travel in Maine in the next two years? 24
Day Visitors: Traveler Description 25
Day Visitor Demographics Day visitors to the region average 51 years of age, earning about $86,000 annually. Three in four have a college degree, and 56% are employed full-time. Two-thirds are married. Day visitors to the region trend older compared to day visitors to Maine overall. Day Visitors Maine 2015 (n=1755) 2015 (n=214) Age: < 35 <2> 1 35-44 16% 21% 45-54 21% 1 55 + 3 <49%> Mean Age (Years) 48.0 <51.2> Income: < $50,000 22% 21% $50,000 - $99,999 43% 47% $100,000 + 3 32% Mean Income (Thousands) $93,020 $86,140 Female 62% 59% College Degree or Higher 6 74% Married 60% 64% Employed Full Time 5 56% 26
The majority of day visitors to the region originate from Maine. The region attracts a higher proportion of in-state day visitors compared to visitors to the State of Maine overall, while attracting a lower proportion of Canadian day visitors and day visitors from Massachusetts. State/ Province of Residence U.S. NET 89% <9> Maine 31% <54%> Maine 2015 (n=1755) Massachusetts 27% <41%> 2015 (n=214) New Hampshire 12% 1 Rhode Island Canada NET 1% 2% <11%> New Brunswick <1% <> Q2. In what State or Province do you reside? 27
Nearly all day visitors to the region have visited Maine before. Repeat vs. First Time Visitors Repeat Visitor 9 97% First Time Visitor 3% Maine 2015 (n=1755) 2015 (n=214) Q10. Was this your first trip to Maine? Q11. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? 28
One in four day visitors to the region travels with children. Travel Party Composition 2.8 2.6 Percent Traveling with children 29% 26% Average Number of People in Travel Party Maine 2015(n=1755) 2015 (n=214) Q14. Including yourself and any children, how many people were in your immediate travel party on this trip? Q15. How many of these people were: Children 29
Day Visitors: Trip Experience 30
The most common reason cited for visiting the among VFR day travelers is a general visit to see friends or relatives. Primary Purpose of Day VFR Trips General visit to see friends or relatives 6 70% Holiday visit Funeral 3% 10% 13% Family reunion Wedding Class reunion 6% 3% 3% 1% 1% Maine 2015 VFR (n=716) 2015 VFR (n=82) z.other 1% 11% Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? 31
Business day visitors to the are most likely to be visiting for a meeting. Primary Purpose of Day Business Trips Meeting 33% 43% Sales/Service 21% 27% Training/Professional Development 1 22% Convention/Conference/Trade Show 14% 16% Maine 2015 Business (n=210) 2015 Business (n=39*) Other 2% Q8. What was the primary purpose of your most recent business trip in Maine? *Please note small sample size. 32
Food/beverage/culinary activities are the most common interests pursued by day visitors. day visitors are less likely to be interested in pursuing water activities while visiting than are day visitors to the State as a whole. 2015 Interest Areas Most Important Interest Area Food, beverage, or culinary 63% 64% 30% Touring or sightseeing 43% 49% 57% Shopping 47% 56% 23% Active outdoor activities (not water) 26% 31% 32% Family fun or children's activities Water activities 27% 23% <30%> 22% Maine 2015 (n=1755) 2015 (n=214) 49% 39% History or culture 1 21% 24% Other 9% 9% 100% Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 33
When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among day visitors to the Mid- Coast region. When looking at both interest levels and importance in deciding to visit, day visitors place more importance on touring/sightseeing and less importance on shopping and active outdoor activities than do day visitors to the State as a whole. 2015 Interest Areas Importance Index Touring or sightseeing 19% <2> Food, beverage, or culinary 1 19% Family fun or children's activities Shopping Active outdoor activities (not water) 11% 11% <16%> 1 <16%> Maine 2015 (n=1755) 2015 (n=214) Water activities 10% History or culture 4% Other 9% Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 34
A majority of day visitors who are interested in touring/ sightseeing activities spent time enjoying the ocean views or rocky coast, sightseeing, and driving for pleasure. Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip Enjoying the ocean views or rocky coast Sightseeing 70% 7 77% 76% Driving for pleasure 64% 67% Enjoying the mountain views Viewing fall colors Wildlife viewing or bird watching 21% 23% 23% 19% 30% 41% Maine 2015 (n=763) 2015 (n=104) Taking tours of communities or local architecture Nature cruises or tours 16% 16% 10% 12% Other 2% 1% Q19. In which of the following activities did you participate during this trip? Please check all that apply. 35
Two in three day visitors who are interested in food/beverage/culinary activities ate lobster or other local seafood while visiting the region. Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip Ate lobster or other local seafood 61% 6 Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 44% 4 Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) Going to local brew pubs or craft breweries Enjoying local food at fairs or festivals 2 30% 24% 30% 39% 39% Maine 2015 (n=1099) 2015 (n=137) Visited Farmer's Markets 23% 2 Enjoyed high-end cuisine or five-star dining Ate farm to table or organic cuisine 14% 14% 12% 12% Other 6% Q19. In which of the following activities did you participate during this trip? Please check all that apply. 36
Going to the beach is the most common activity pursued by day visitors who are interested in water activities. Water Activities Base: Those who report water activities as an interest area for this Maine trip Going to the beach 71% 6 Canoeing or kayaking 31% 4 Outdoor swimming (lake, ocean, river) 40% 50% Motor boating Pool swimming (indoor or outdoor) Sailing 16% 14% 31% 26% 23% Maine 2015 (n=528) 2015 (n=46*) Water skiing or jet skiing 7% 9% White water rafting Surfing 4% Fishing (ocean, lake, stream, river, ice) 7% <21%> Other 3% 3% Q19. In which of the following activities did you participate during this trip? Please check all that apply. *Please note small sample size. 37
Hiking/climbing/backpacking is the most common active outdoor activity pursued by day visitors to the. Active Outdoor Activities Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip Hiking, climbing, or backpacking 57% 57% Exploring State and National Parks 3 37% Bicycling or mountain biking Riding all-terrain vehicles Alpine skiing or snowboarding 6% 10% 13% 9% 22% 23% Maine 2015 (n=540) 2015 (n=55) Hunting (game or bird) 9% Snowmobiling 4% Snowshoeing 3% 3% Nordic skiing 1% 3% Camping 2% 3% Other <12%> Q19. In which of the following activities did you participate during this trip? Please check all that apply. 38
Visiting historic sites or museums and getting to know the local people/culture are enjoyed by half of day visitors to the region who are pursuing history or culture activities. History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip Visiting historic sites or museums 60% 5 Getting to know the local people and/or culture 34% 50% Visiting art museums or local artisan exhibits Participating in nightlife or other evening entertainment Attending plays, musicals, or theatrical events Attending popular music concerts or events Attending sports events Attending operas or classical music events 13% 22% 17% 12% 14% 11% 10% 6% 3% 31% 3 Maine 2015 (n=313) 2015 (n=46*) Painting, drawing, or sketching 3% Other 3% Q19. In which of the following activities did you participate during this trip? Please check all that apply. *Please note small sample size. 39
Outlet shopping is the most common shopping activity among day visitors. Shopping Activities Base: Those who report shopping as an interest area for this Maine trip Outlet shopping 49% 5 Shopping for unique, locally produced goods 27% 3 General shopping at malls, downtown 42% 36% Shopping for antiques, local arts and crafts 24% 33% Maine 2015 (n=977) Shopping for products with the 'Made in Maine' identifier 19% 23% 2015 (n=101) Shopping for gifts or souvenirs 22% 27% Other 3% 6% Q19. In which of the following activities did you participate during this trip? Please check all that apply. 40
Day visitors to the region who are interested in family fun/children s activities are most likely to visit animal parks or zoos and outdoor fun centers. Family Fun/Children s Activities Base: Those who report family fun/children s activities as an interest area for this Maine trip Animal parks or zoos Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) Amusement or theme parks 2 27% 26% 23% 22% 36% Children's museums Agricultural fairs Water parks 17% 17% 10% 13% 21% 13% Maine 2015 (n=477) 2015 (n=50) Summer camps Spectator sports 6% 12% Horseback riding 3% 7% Other 21% 22% Q19. In which of the following activities did you participate during this trip? Please check all that apply. 41
One-fourth of day visitors to the region visits Boothbay Harbor. Top Attractions/Locations Visited* Boothbay Harbor 27% Pemaquid Point Lighthouse Coastal Maine Botanical Gardens Camden Hills State Park Moody's Diner Popham Beach Reid State Park 13% 13% 13% 12% 11% 10% 2015 (n=214) Fort Popham Maine Lobster Festival Farnsworth Art Museum and Wyeth Center Fort Knox Maine Lighthouse Museum Owls Head Transportation Museum Maine Maritime Museum Maine State Aquarium Boothbay Railway Village 9% 7% 7% 6% Bowdoin College Museum of Art * Does not include response options selected by fewer than of respondents. Q23: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) Note: Does not include response options selected by fewer than of respondents. 42
Comparison of Visitors to Maine Visitors 43
Comparisons: Region vs. State Visitors to the tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen in visitor origin, their reasons for traveling, their travel interests, and the activities they participate in while visiting. Highlights region vs. State visitors: Visitor Origin A higher proportion of overnight and day visitors to the region from the United States. A lower proportion of day visitors to the region from Canada. A higher proportion of overnight and day visitors to the region from Maine. A lower proportion of day visitors to the region from Massachusetts and New Brunswick. 44
Comparisons: Region vs. State Highlights Continued: Trip Interest Areas Overnight Visitors Less likely to want to pursue family fun/children s activities and water activities. Trip Interest Areas Day Visitors Less likely to want to pursue water activities. Maine Trip Interests and Importance (Importance Index) Day Visitors More likely to place importance on touring or sightseeing activities. Less likely to place importance on shopping and active outdoor activities. 45
Comparisons: Region vs. State Highlights Continued: Trip Activities Overnight Visitors More likely to be: Enjoying the ocean views or rocky coast Eat lobster or other local seafood Less likely to be: Snowmobiling Attending plays, musical, or theatrical events Visiting outdoor fun centers (mini-golf, go-carts, batting cages, etc.) Trip Activities Day Visitors Less likely to be: Fishing (ocean, lake, stream, river, ice) 46
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