2012 Summer Season Highlights


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Maine  Office  of  Tourism   Visitor  Tracking  Research     Summer  2012     Seasonal  Topline    

Prepared  by  

May  2013   1  

2012  Summer  Topline  

Purpose  and  Methodology  

2  

2012  Summer  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.  

NaAonal  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  Summer  Topline  

2012  Summer  Season  Travel  Context  

4  

2012  Summer  Topline  

NaAonal  Weather   Drought  hits  US  hard  during  Summer  2012  

**Note:  1984  =  100   Source:  US  Drought  Monitor  –  NOAA.gov  

5  

2012  Summer  Topline  

Maine  Weather   PrecipitaAon  and  Temperature  –  Maine  Summer  2012   9.00  

70.0  

8.00  

68.0  

PrecipitaAon  (inches)  

7.00   66.0  

6.00   5.00  

64.0  

4.00  

62.0  

3.00  

60.0  

2.00   58.0  

1.00   0.00  

56.0   Jun  

Jul  

2012  PrecipitaCon  

20-­‐year  Average  PrecipitaCon  

Data  source:  NOAA.gov  

Aug   2012  Avg  Temp  

20-­‐year  Average  Temp  

6  

2012  Summer  Topline  

Gas  Prices  

Source:  GasBuddy.com  

7  

2012  Summer  Topline  

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   2010  [n=16,639]  

Overnight  VFR  trip   2011  [n=17,924]  

Overnight  business  trip   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  

2012  Summer  Topline  

Maine’s  Market  Share   1.9%  

Overnight   Leisure   Trips  

1.6%  1.7%   1.0%  1.1%  0.9%  

Massachuse`s  

ConnecCcut  

0.8%  0.7%  

1.0%  

Maine  

0.7%  0.8%  0.8%  

New  Hampshire  

2010  [n=12,950]   0.4%   0.2%  0.3%  

0.3%  0.2%  0.3%  

Rhode  Island  

Vermont  

2011  [n=12,985]   2012  [n=10,875]  

2.1%  2.0%  

Overnight   VFR     Trips  

1.6%  

1.3%  

Massachuse`s  

Overnight   Business   Trips  

1.9%  1.8%  

1.1%  

ConnecCcut  

1.7%  

1.5%   1.0%  

Massachuse`s  

q

1.5%  

0.9%  0.9%  0.8%  

Maine  

0.5%  

p

0.7%  0.7%  

New  Hampshire  

0.2%  0.1%  0.2%  

0.3%  0.2%  0.4%  

Rhode  Island  

Vermont  

1.2%  

ConnecCcut  

2010  [n=17,715]   2011  [n=18,288]   2012  [n=16,031]  

2010  [n=6,846]   0.7%  

0.4%  0.5%  

Maine  

0.5%  0.6%  0.5%  

New  Hampshire  

2011  [n=17924]   0.2%  0.2%  0.3%  

0.2%  0.2%  0.3%  

Rhode  Island  

Vermont  

2012    [n=17,722]  

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  Topline  

2012  Summer  Season  Highlights  

10  

2012  Summer  Topline  

EsAmated  Summer  VisitaAon  to  Maine*   2012  

2011  

12  vs.  11   %  Chg  

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%  

604,156  

403,863  

49.6%  

EsAmates   Overnight  Visitors  

Business  

*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  

2012  Summer  Topline  

Age  of  Maine  Summer  Visitors   Mean  Age  =   47.8  

Mean  Age  =   47.4  

24%  

25%  

18%  

16%  

21%  

22%  

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  

   <35   35-­‐44   45-­‐54      >55  

12  

2012  Summer  Topline  

Primary  Residence  of  Maine  Summer  Overnight  Visitors   42%  

43%  

41%  

2011  [n=1,298]   2012  [n=1,099]  

q

34%  

p 25%  

Region  of  Residence   [n=1,099]  

15%  

US  -­‐  New  England  

US  -­‐  Mid  AtlanCc  

Canada  

p

20%   20%  

Significant   Year-­‐Over-­‐ Year   VariaAon  

13%   9%   q 4%  

New  York  

Pennsylvania   2011  [n=1,298]  

4%   5%  

Maryland  

7%  

q

8%  

3%   New  Jersey  

2012    [n=1,099]  

p 7%  

2%   Ontario  

Quebec  

2011  [n=1,298]  

State/Province  of  Residence  

p q notes  significant  difference  between  2011  and  2012  at  the  95%  confidence  level  

4%   5%  

New   Brunswick  

2012    [n=1,099]   13  

2012  Summer  Topline  

Primary  Residence  of  Maine  Summer  Day  Visitors  

p

State/Province  of   Residence  

41%   37%  

q 32%  

35%  

2011  [n=746]   2012  [n=641]  

15%   15%   7%   2%   Maine  

Massachuse`s  

New  Hampshire  

US  –  New  England  

7%  

2%  

Vermont  

2%   New  Brunswick  

2%  

Quebec  

Canada  

State/Province  of  Residence  

p q notes  significant  difference  between  2011  and  2012  at  the  95%  confidence  level  

14  

2012  Summer  Topline  

First  Time  and  Repeat  Visitors  

94%   86%  

95%  

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  

2012  Summer  Topline  

Regional  DesAnaAon  of  Maine  Summer  Visitors  

Regional  DesCnaCon  

38%   34%   31%  

2011  Overnight  Vistors  [n=1,298]  

28%  

2012  Overnight  Visitors  [n=1,099]   2011  Day  Visitors[n=746]   18%   15%  

9%  

2012  Day  Visitors  [n=641]  

16%  

15%   14%   13%  

13%   12%  12%   11%  

8%  

11%   9%   9%   7%  

8%   8%   8%   8%  

7%   5%   5%   5%   3%   3%  

Maine  Beaches   Downeast  &   Portland/Casco   Acadia   Bay  

Mid-­‐Coast  

The  Maine   Maine  Lakes  and   Kennebec  &   Highlands   Mountains   Moose  River   Valley  

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  

4%   4%  

Aroostook   County  

16  

2012  Summer  Topline  

Trip  AcAviAes  of  Maine  Summer  Visitors  

Trip  AcCviCes   64%   60%  

2011  Overnight  Vistors  [n=1,298]  

62%   60%   50%  50%  

42%   38%  

2012  Overnight  Visitors  [n=1,099]   53%   49%  

2011  Day  Visitors[n=746]   44%  43%  

35%  

q

37%   34%  

2012  Day  Visitors  [n=641]   40%  q 35%  

30%   26%   23%  

Outdoor   Shopping  (NET)   AcCviCes  (NET)  

ResCng,   relaxing,   unwinding  

Enjoying  the   ocean  views  

Sightseeing  

31%   29%   23%   19%  

Going  to  the   beach  

31%   28%   26%   24%  

Driving  for   pleasure  

33%   27%  26%  27%  

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)   17   p q notes  significant  difference  between  2011  and  2012  at  the  95%  confidence  level  

2012  Summer  Topline  

AccommodaAons  –  Overnight  Visitors   Type  of  AccommodaAon   [n=1,099]  

Type  of  Paid   AccommodaAon   p 49%   42%  

31%  

2011  [n=1,298]   2012    [n=1,099]  

p

69%   7%   8%  

Unpaid  AccommodaCons  

Paid  AccommodaCons  

Hotel/Motel/   Resort  

Inn/B&B  

8%  

6%  

5%  

3%  

Rented  Cabin/   RV  Park/   Co`age/Condo   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  

2012  Summer  Topline  

Average  Spending  –  Overnight  Visitors   Spending    $200      $200    

 $200      $200     2011  [n=1,298]    $171    

2012  [n=1,099]  

q  $134      $100      $100    

 $40    

Lodging*  

Food*†  

Retail**  

TransportaCon*  

q

 $32    

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  

2012  Summer  Topline  

Average  Spending  –  Day  Visitors   Spending    $84      $77      $65     2011  [n=746]    $50    

 $50    

 $50    

2012  [n=641]  

p  $13    

Retail**  

Food*†  

TransportaCon*  

 $17    

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  

2012  Summer  Topline  

Trip  EvaluaAon  

21  

2012  Summer  Topline  

Maine  Compared  to  Other  DesAnaAons  –  Overnight  Visitors   Top  2  Box  RaCng  –  “Be`er  than  Others”   2011  [n=1,298]   81%   81%  

79%  

2012  [n=1,099]  

77%   70%  

68%  

67%   66%  

63%   64%  

62%   62%  

p

52%   53%  

51%  

53%  

55%   50%   44%   44%  

Overall   Friendliness   Overall   experience   of  people   quality  of   customer   service  

Variety  of   Quality  of   Overall   Availability   Quality  of   Availability   Availability   dining   lodging   of  lodging   acCviCes   Value  for   of  family   of  fine   available   the  money   dining   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  

2012  Summer  Topline  

Maine  Compared  to  Other  DesAnaAons  –  Day  Visitors   Top  2  Box  RaCng  –  “Be`er  than  Others”   2011  [n=746]  

82%   81%  

78%  

2012  [n=641]  

75%   68%   69%   63%  

66%  

62%  

64%   58%   58%  

54%  

56%   41%   41%  

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  desUnaUons  you’ve  visited.  

p q notes  significant  difference  between  2011  and  2012  at  the  95%  confidence  level  

23  

2012  Summer  Topline  

Aspect  of  the  Trip  that  Could  Have  Been  Befer  

22%   19%  

2011  Overnight  Vistors  [n=1,298]   15%   13%  

2012  Overnight  Visitors  [n=1,099]  

15%   14%  

2011  Day  Visitors[n=746]  

12%  

2012  Day  Visitors  [n=641]  

8%  

p

8%  

8%   6%   6%  

5%  

6%   6%   4%  

5%   5%   3%  

N/A  N/A  

More  Cme  to   spend  

Be`er  weather/   less  rain  

Not  much/   Lodging   Be`er  dining/   everything  was   AccommodaCons   more  restaurants/   great   bars  

4%   2%  

1%  

Less  traffic  

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  

2%   2%  

3%  

2%  

Less  driving  Cme  

24  

2012  Summer  Topline  

Future  Travel  Prospects  

25  

2012  Summer  Topline  

Future  IntenAons  for  Leisure  Trips  to  Anywhere   Overall  Leisure  Trips  Planned  in  Comparison  to  Last  Year   p 71%   65%  

67%   63%  

2011  Overnight  Vistors  [n=1,298]   2012  Overnight  Visitors  [n=1,099]   2011  Day  Visitors[n=746]   2012  Day  Visitors  [n=641]  

15%   11%  

10%  

More  

15%  

13%  

q 11%  

Same  

13%  

13%   9%  

Fewer  

7%  

9%  

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  

7%  

26  

2012  Summer  Topline  

Future  Travel  to  Maine   Likelihood  of  Trip  to  Maine  in  Next  Two  Years  

25%   51%  

70%   45%  

91%  

40%   19%  

9%   1%   1%   2012  Overnight  Visitors  [n=1,099]  

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  

6%   1%   1%   1%   2012  Day  Visitors  [n=641]  

Regional  Q37,  Day  Q19.  How  likely  will  you  be  to  travel  in  Maine  in  the  next  two  years?  

27  

2012  Summer  Topline  

Recommend  a  Trip  to  Maine   Likelihood  of  Recommending  a  Trip  to  Maine  to  Friends  and  Family  

68%  

71%  

78%  

81%  

94%  

92%  

95%  

96%  

24%  

23%  

15%   5%   1%   1%   2011  Overnight  Visitors   [n=1,298]  

7%   0%   2012  Overnight  Visitors   [n=1,099]  

17%  

Definitely  will   Probably  will   Might/might  not   Probably  will  not   Definitely  will  not  

4%   3%   1%   1%   1%   1%   2011  Day  Visitors                               2012  Day  Visitors                         [n=746]   [n=641]  

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  

2012  Summer  Topline  

 

     

     DPA    201  Lafaye`e  Center    Kennebunk,  ME  04043   207.985.1790   www.digitalresearch.com  

29