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Maine Office of Tourism Visitor Tracking Research Fall 2012 Seasonal Topline Prepared by
May 2013 1
2012 Fall Topline
Purpose and Methodology
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2012 Fall Topline
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.
NaBonal Omnibus Survey InformaCon is collected from a naConally representaCve sample of the populaCon of the United States
IdenCfy Maine’s share of the US travel market
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
EsCmate the number of visitors who come to Maine
Provide a profile of Maine visitors
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
EsCmate the amount of spending devoted to tourism in Maine
Determine the Maine traveler’s level of saCsfacCon and view of Maine 3
2012 Fall Topline
2012 Fall Season Travel Context
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2012 Fall Topline
NaBonal Weather – Hurricane Sandy •
During October 2012, Hurricane Sandy hit the eastern coast of the United States, causing billions of dollars of damage to buildings, infrastructure, and natural habitats.
Image Source: Bloomberg News
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2012 Fall Topline
Maine Weather PrecipitaBon and Temperature – Maine Fall2012 7.00
60.0
PrecipitaBon (inches)
6.00
50.0
5.00
40.0
4.00 30.0 3.00 20.0
2.00
10.0
1.00 0.00
0.0 Sept 2012 PrecipitaCon
Data source: NOAA.gov
Oct 20-‐year Average PrecipitaCon
Nov 2012 Avg Temp
20-‐year Average Temp
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2012 Fall Topline
Gas Prices
Source: GasBuddy.com
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2012 Fall Topline
NaBonal Travel Context ProporBon of U.S. Residents Taking a Trip During the Fall Season
36% 33% 32%
48% 45% 45%
q 18% 18% 15%
Overnight leisure trip 2010 [n=4,303]
Overnight VFR trip 2011 [n=4,295]
Overnight business trip 2012 [n=4,294]
Nat’l Omnibus Q1. During the past four weeks, how many Pmes have you taken a trip on which you spent at least one night away from home for either business, visiPng friends/relaPves, or leisure?
p q notes significant difference between 2011 and 2012 at the 95% confidence level
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2012 Fall Topline
Maine’s Market Share 1.8%
1.7%
Overnight Leisure Trips
1.2%
0.9% 1.0% 1.0%
Massachusebs
1.8%
2.1%
0.6% 0.7%
Maine
0.2% 0.2% 0.3%
New Hampshire
Rhode Island
0.4% 0.4% 0.5%
2011 [n=2,825] 2012 [n=2,759]
Vermont
1.6% 1.5% 1.6% 0.7% 0.7% 0.6%
Massachusebs 1.9%
2010 [n=3,255]
0.7% 0.8% 0.8%
2.3%
Overnight VFR Trips
Overnight Business Trips
ConnecCcut
0.9%
ConnecCcut
Maine
0.8%
2010 [n=4,539] 0.5% 0.5%
New Hampshire
0.3% 0.4% 0.3%
Rhode Island
0.5%
0.2% 0.2%
2011 [n=4,053] 2012 [n=3,929]
Vermont
2.2% 1.7%
1.6%
1.4%
1.2%
2010 [n=1,702] 0.6% 0.5%
Massachusebs
ConnecCcut
0.3%
Maine
0.4% 0.5% 0.3%
New Hampshire
0.1%
0.4% 0.4%
Rhode Island
2011 [n=1,806] 0.1% 0.2% 0.1%
2012 [n=1,402]
Vermont
Nat’l Omnibus Q2. In which U.S. state, Canadian province, or other country was the primary desPnaPon 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
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2012 Fall Topline
2012 Fall Season Highlights
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2012 Fall Topline
EsBmated Fall VisitaBon to Maine* 2012
2011
12 vs. 11 % Chg
4,592,205
4,438,633
3.5%
Leisure
2,954,873
2,218,467
33.2%
VFR
1,371,753
1,977,983
-‐30.6%
Business
265,579
242,183
9.7%
Day Visitors
3,377,225
3,435,773
-‐1.7%
Leisure
2,345,584
2,408,640
-‐2.6%
VFR
901,239
900,401
0.1%
Business
130,403
126,732
2.9%
EsBmates Overnight Visitors
*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.
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2012 Fall Topline
Age of Maine Visitors Mean Age = 46.8
Mean Age = 47.6 p
28%
26%
18%
19%
15%
21%
35%
39%
2012 Overnight Visitors [n=573]
2012 Day Visitors [n=428]
Regional Q48. How old are you? Day Q24. How old are you?
p q notes significant difference between 2011 and 2012 at the 95% confidence level
<35 35-‐44 45-‐54 >55
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2012 Fall Topline
Primary Residence of Maine Fall Overnight Visitors 46%
46% 38%
2011 [n=702] 2012 [n=573]
35%
Region of Residence
19%
16%
US -‐ New England
US -‐ Mid AtlanCc
20% 16%
Significant Year-‐Over-‐ Year VariaBon
p
7% 7% 6% 5%
NY
Canada
NJ
2%
p
p
5%
4%
MD
2011 [n=702]
1%
W, D.C.
p 3% <1% DE
2012 [n=573]
8%
6%
8%
q 5%
q 2%
PA
1% Ontario
Quebec
2011 [n=702]
State/Province of Residence
p q notes significant difference between 2011 and 2012 at the 95% confidence level
New Brunswick
2012 [n=573] 13
2012 Fall Topline
Primary Residence of Maine Fall Day Visitors
State/Province of Residence 39% 35%
42%
q 33%
2011 [n=525] 2012 [n=428]
13% 14% 6% 2% Massachusebs
Maine
New Hampshire
US – New England
8%
p
1%
Vermont
<1% New Brunswick
2%
Quebec
Canada
State/Province of Residence
p q notes significant difference between 2011 and 2012 at the 95% confidence level
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2012 Fall Topline
First Time and Repeat Visitors
96% 85%
95%
84%
2011 Overnight Vistors [n=702] 2012 Overnight Visitors [n=573] 2011 Day Visitors[n=525] 2012 Day Visitors [n=428]
15%
16% 4%
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
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2012 Fall Topline
Regional DesBnaBon of Maine Fall Visitors
Regional DesCnaCon 34% 34%
2011 Overnight Vistors [n=702] 2012 Overnight Visitors [n=573]
25% 23%
2011 Day Visitors[n=525] 19% 17% 14%
14% 13% 11%
2012 Day Visitors [n=428] 18% 17%
q 13%
11% 10%
11% 10% 9%
8%
7%
11% 10% 9% 8%
7%
8%
5%
Maine Beaches Downeast & Acadia
Mid-‐Coast
Portland/Casco Bay
5%
The Maine Maine Lakes and Kennebec & Highlands Mountains Moose River Valley
Regional Q28, Day Q11. What region in Maine was your primary desPnaPon?
p q notes significant difference between 2011 and 2012 at the 95% confidence level
4% q 4% 3% 2%
Aroostook County
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2012 Fall Topline
Trip AcBviBes of Maine Fall Visitors
Trip AcCviCes 63% 62% 62% 58%
2011 Overnight Vistors [n=702] 2012 Overnight Visitors [n=573] 2011 Day Visitors[n=525]
49%
48% 48%
2012 Day Visitors [n=428]
43% 33% 28%
Shopping (NET)
Outdoor AcCviCes (NET)
31% 32%
40% 34% 32%
q
26%
ResCng, relaxing, unwinding
Enjoying the ocean views
36% 33% 26% 25%
Sightseeing
30% 29% 26% 25%
29% 25% 25% 24%
Driving for pleasure
VisiCng family and friends
26% 24% 22% 19%
Searching for local cuisine
Regional Q32. In which of the following acPviPes did you parPcipate during this trip? (Please check all that apply) Day Q10. In which of the following acPviPes did you parPcipate in during your most recent trip to Maine? (Please check all that apply) 17 p q notes significant difference between 2011 and 2012 at the 95% confidence level
2012 Fall Topline
AccommodaBons – Overnight Visitors Type of AccommodaBon [n=573]
Type of Paid AccommodaBon 54% 49%
29% 2011 [n=702] 2012 [n=573]
71% 8% 9%
Unpaid AccommodaCons
Paid AccommodaCons
Hotel/Motel/ Resort
Inn/B&B
5% 5%
2% 3%
Rented Cabin/ RV Park/ Cobage/Condo Campground or Tent Campground
Average Length of Stay: 3.4 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 accommodaPons 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
2012 Fall Topline
Average Spending – Overnight Visitors Spending $233 $200
$200
$150
$198
2011 [n=702]
q
2012 [n=573]
$137 $100 $100
$30
Lodging*
Food*†
Retail**
TransportaCon*
$28
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 addiPon of the “grocery” category in 2012. pq notes significant difference between 2011 and 2012 at the 95% confidence level
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2012 Fall Topline
Average Spending – Day Visitors Spending $162 $151
2011 [n=525] 2012 [n=428]
$70 $50
Retail**
Food*†
$70 $45
$50
TransportaCon*
q $48
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 addiPon of the “grocery” category in 2012. p q notes significant difference between 2011 and 2012 at the 95% confidence level
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2012 Fall Topline
Trip EvaluaBon
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2012 Fall Topline
Maine Compared to Other DesBnaBons – Overnight Visitors Top 2 Box RaCng – “Beber than Others” p
82% 76%
79%
2011 [n=702]
81%
2012 [n=573]
p
69% 69%
67% 63%
66%
p
60%
58% 52%
60%
58% 53%
56% 52%
54% 48%
Friendliness Overall Overall of people experience quality of customer service
44%
Variety of Overall Availability Quality of Availability Quality of Availability dining lodging acCviCes value for the of lodging of family of fine available money dining dining
Regional Q34. Using the scale provided in the table below, please evaluate your trip to Maine as compared to other desPnaPons you’ve visited.
p q notes significant difference between 2011 and 2012 at the 95% confidence level
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2012 Fall Topline
Maine Compared to Other DesBnaBons – Day Visitors Top 2 Box RaCng – “Beber than Others” 78%
81%
2011 [n=525]
77% 76% 65%
2012 [n=428]
69%
64% 58%
60% 60%
57% 57%
54% 52%
42% 37%
Overall experience
Friendliness of Overall quality people of customer service
Variety of acCviCes available
Overall value for Quality of dining Availability of Availability of the money family dining fine dining
Day Q13. Using the scale provided in the table below, please evaluate your day trip in Maine as compared to other desPnaPons you’ve visited.
p q notes significant difference between 2011 and 2012 at the 95% confidence level
23
2012 Fall Topline
Aspect of the Trip that Could Have Been Befer
21% 18%
18%
14% 13%
2011 Overnight Vistors [n=702] 2012 Overnight Visitors [n=573]
14%
2011 Day Visitors[n=525]
12% 12%
2012 Day Visitors [n=428]
7% 5% 5% 3%
6% 4%
N/A N/A
4%
4%
3%
N/A N/A
More Cme to spend
Beber weather/ less rain
4%
1% 1%
Not much/ Beber dining / Lodging Cheaper fuel / gas everything was more restaurants / AccommodaCons prices great bars
Regional Q36. What do you wish could have been befer on this trip in Maine? Day Q17. What do you wish could have been befer?
p q notes significant difference between 2011 and 2012 at the 95% confidence level
3% 1%
4%
1%
Less traffic
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2012 Fall Topline
Future Travel Prospects
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2012 Fall Topline
Future IntenBons for Leisure Trips to Anywhere Overall Leisure Trips Planned in Comparison to Last Year p
70%
68%
67%
63%
2011 Overnight Vistors [n=702] 2012 Overnight Visitors [n=573] 2011 Day Visitors[n=525] 2012 Day Visitors [n=248] 16% 11%
q 7%
10%
More
9%
Same
15%
12%
15% 9%
Fewer
8%
10%
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
9%
26
2012 Fall Topline
Future Travel to Maine Likelihood of Trip to Maine in Next Two Years
23%
51%
71% 48%
92%
42% 19% 6% 2% 1% 2012 Overnight Visitors [n=573]
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
5% 1% 1% 2012 Day Visitors [n=428]
Regional Q37, Day Q19. How likely will you be to travel in Maine in the next two years?
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2012 Fall Topline
Recommend a Trip to Maine Likelihood of Recommending a Trip to Maine to Friends and Family
66%
71%
92%
80%
92%
80%
95%
96%
26%
20%
17% 7% 1% 1% 2011 Overnight Visitors [n=702]
6% 1% 1% 2012 Overnight Visitors [n=573]
15%
Definitely will Probably will Might/might not Probably will not Definitely will not
4% 3% 1% 1% 1% 2011 Day Visitors 2012 Day Visitors [n=525] [n=428]
Regional Q38, Day Q19b. How likely will you be to recommend Maine as a vacaPon desPnaPon to friends or relaPves?
p q notes significant difference between 2011 and 2012 at the 95% confidence level
28
2012 Fall Topline
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