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.

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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

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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

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