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Maine Office of Tourism Visitor Tracking Research 2011 Calendar Year Annual Report Greater Portland and Casco Bay Prepared by
April 2012 1 1
Introduction and Methodology
2011 Annual Report
IntroducEon • The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide informa?on on tourism ac?vity in Maine and explore the mo?va?ons of visitors. • This research program is designed to: – Profile Maine visitors in demographic terms as well as in their travel paFerns; – Explore percep?ons of Maine among visitors; – Understand why some travelers choose to visit Maine; – Describe both seasonal and regional visita?on paFerns of Maine visitors; – Explore what Maine visitors like and dislike about the loca?ons in Maine they have visited; and – Es?mate levels of spending in Maine by residents and non-‐resident visitors.
3
2011 Annual Report
Methodology •
The Maine Office of Tourism Visitor Research Program is conducted online, with survey par?cipants recruited from the eRewards na?onal online panel.
•
Informa?on is gathered using three main surveys on an ongoing basis: – Regional Travel Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; • Respondents are screened to see if they have taken an overnight trip to Maine in the past four weeks. If they have, they are asked to complete the Maine Overnight Visitors Survey. – Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-‐mile radius of Maine’s borders who have taken a day trip in Maine that is at least 50 miles from home within the past four weeks. – NaEonal Omnibus Survey • Includes a na?onally balanced sample of US residents; and • Used to determine the incidence of travel na?onwide and Maine’s share of that travel.
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2011 in Context: The Weather •
2011 Annual Report
The weather is a constant factor for Maine travel, and during the seasons analyzed in this report we experienced the following:
•
Summer: •
•
Fall: •
•
“Ader se\ng a record for the warmest November at the Portland Jetport, it is no surprise that the autumn of 2011 was also the warmest on record with an average temperature of 53.0 degrees. The three autumn months were a combined 3.6 degrees above normal and surpassed the previous warmest autumn by 1.5 degrees.”
Winter: •
•
“The summer of 2011 in Portland will be remembered for se\ng a record for [having] the warmest month ever at the Portland Jetport and for hi\ng the century mark for the first ?me in over 35 years. July 2011 was a hot month in Portland and set a record for the warmest month ever at the Portland Jetport. The average temperature for the month of July was 72.7 degrees. This broke the record for the warmest July and the warmest month ever at the Portland Jetport. Portland had a weFer than normal summer with 13.45 inches of rain. This was 2.91 inches above normal and ranked as the 18th weFest summer in the past 141 years.”
“The weather in winter 2011 was not dras?cally different from long term norms in regard to both temperature and precipita?on, but it was a par?cularly warm and wet April.”
Another important weather related event in 2011 was Hurricane Irene, which hit at the end of the summer season. While nearby Vermont was hit harder by the storm, many areas in Maine were evacuated and travel paFerns were impacted by the hurricane.
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2011 in Context: Gas Prices •
2011 Annual Report
Gas Prices: Gas prices steadily rose in 2010, and soared into the spring and summer of 2011, nearly reaching the $4.00 per gallon threshold before gradually lowering to the $3.25 range at the end of the year. Entering into 2012, the risk of escala?ng gas prices is one issue the travel industry is watching closely.
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Baseline Visitor Statistics
2011 Annual Report
Travel Among US Residents 2010-‐2011 •
The percentage of US residents who took an overnight trip in 2011 was similar to the levels seen in 2010.
47%
47%
35%
35%
17%
Trips to Visit Friends or Rela?ves -‐ Any Taken (Net)
Leisure Trips -‐ Any Taken (Net)
Total 2010 (Base=17,785) a
18%
Business Trips -‐ Any Taken (Net)
Total 2011 (Base=17,924) b
Nat’l Omnibus Q1. During the past four weeks, how many Cmes have you taken a trip on which you spent at least one night away from home for either business, visiCng friends/relaCves, or leisure?
8 notes significant year-‐over-‐year difference at 95% confidence level
2011 Annual Report
Maine Overnight Market Share Compared to New England – Leisure Travel •
Maine’s share of the leisure travel market in 2011 was sta?s?cally stable to 2010.
US Leisure Travel Market Share
1.6%
1.4%
1.0% 1.1% 0.7%
MassachuseFs
Connec?cut
0.8%
0.7% 0.7%
New Hampshire Total 2010 (Base=12,847) a
Maine
0.2% 0.3%
0.3% 0.3%
Rhode Island
Vermont
Total 2011 (Base=12,985) b
Nat’l Omnibus Q2_11. In which U.S. state, Canadian province, or other country was the primary desCnaCon of each of these trips? Share of total trips taken by U.S. residents.
9 notes significant year-‐over-‐year difference at 95% confidence level
2011 Annual Report
Maine’s Overnight Market Share Compared to New England – VFR Travel •
Maine experienced a sta?s?cal rise in its share of US VFR travel in 2011 as compared to the same period in 2010.
US Travel to Visit Friends/RelaEves Market Share
2.2% 1.9% 1.4% 1.5% 0.6%
MassachuseFs
Connec?cut
0.8%
Maine
Total 2010 (Base=18,051) a
0.7% 0.6%
New Hampshire
0.3% 0.3%
0.3% 0.2%
Rhode Island
Vermont
Total 2011 (Base=18,288) b
Nat’l Omnibus Q2_v. In which U.S. state, Canadian province, or other country was the primary desCnaCon of each of these trips? Share of total trips taken by U.S. residents.
10 notes significant year-‐over-‐year difference at 95% confidence level
2011 Annual Report
Maine’s Overnight Market Share Compared to New England – Business Travel • •
Maine experienced sta?s?cal stability in the percent share of US business travel in 2011. However, it is cri?cal to note that while Maine’s share of the US travel market experienced sta?s?cal stability, there were more business travelers in the US during this ?me period resul?ng in an increase in the overall number of business travelers to the state in 2011.
US Business Travel Market Share
1.8% 1.8% 1.4% 1.1% 0.5% 0.6%
MassachuseFs
Connec?cut
Maine Total 2010 (Base=6,883) a
0.6% 0.5%
New Hampshire
0.1% 0.2%
0.2% 0.2%
Rhode Island
Vermont
Total 2011 (Base=7,309) b
Nat’l Omnibus Q2. In which U.S. state, Canadian province, or other country was the primary desCnaCon of each of these trips? Share of total trips taken by U.S. residents.
notes significant year-‐over-‐year difference at 95% confidence level
11
2011 Annual Report
EsEmated VisitaEon to Maine •
Maine entertained nearly 38 million total visitors in 2011, over 20 million day visitors and nearly 18 million overnight visitors.
•
More than half of those visitors came to Maine for a leisure trip, looking to enjoy all of the beauty, shopping, and recrea?onal ac?vi?es Maine has to offer.
Overnight Travel Leisure
VFR
Business
Total
Day Travel Y/Y Change
Leisure
VFR
Business
Total
Y/Y Change
Net 2011 Maine Trips
3,007,086 3,504,449
631,190 7,419,907
7.8%
4,332,227 2,385,080 1,697,160
8,434,466 -‐0.2%
Net 2011 Visitors
8,090,391 7,842,587 1,879,690 17,818,668
2.2%
11,502,194 6,054,251 2,832,591
20,389,036 3.0%
517,378
220,490 1,209,425
12.1%
517,793
312,123
236,676
1,066,592 -‐1.6%
Winter Visitors
1,268,002 1,153,754
463,029 2,884,785
10.9%
1,315,195
764,701
404,716
2,484,612 2.6%
Summer Trips
1,682,453 1,880,791
30,766 3,871,011
8.5%
2,891,583 1,650,301 1,113,242
5,655,126 -‐2.6%
Summer Visitors
4,603,922 4,288,204
633,998 9,532,124
0.2%
7,778,359 4,191,764 1,847,981
13,818,104 0.7%
Fall Trips
853,257 1,106,280
379,934 2,339,471
4.6%
Fall Visitors
2,218,467 2,400,629
782,663 5,401,759
1.6%
Winter Trips
471,376
922,851
422,656
347,242
1,712,748 9.8%
2,408,640 1,097,786
579,894
4,086,320 11.4%
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Regional Insights: Greater Portland & Casco Bay
Overnight Leisure Visitor Demographics: Greater Portland & Casco Bay •
2011 Annual Report
Overnight leisure visitors to Greater Portland have a rela?vely high income level and are highly educated. Demographic measures were sta?s?cally stable from 2010 to 2011.
Maine Leisure 2011 (Base=1,515)
2010 (Base=171)
2011 (Base=198)
45.1
47.3
< 35
46.0 28%
23%
27%
35 -‐ 44
17%
22%
16%
45 -‐ 54
21%
27%
17%
55 +
34%
28%
<40%>
$111,540
$115,218
$ 112,092
< $50,000
11%
9%
12%
$50,000 -‐ $99,000
34%
35%
34%
$100,000 +
41%
35%
42%
Female
54%
49%
55%
College Degree or Higher
77%
80%
81%
Married
61%
62%
59%
Employed Full Time
63%
71%
66%
Mean Age
Mean Income
14 < > notes significant year-‐over-‐year difference at 95% confidence level
Overnight Leisure Visitor Residence: Greater Portland & Casco Bay • MassachuseFs, New York, and New Brunswick are the top three areas of residence for leisure visitors to Greater Portland. There were no sta?s?cally significant overnight changes seen in 2011.
2011 Annual Report
Base: People who Live in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada 20% 22% 23% 20% 20% 21%
MassachuseFs New York 9%
New Brunswick 5% 6%
New Hampshire
5% 5%
Maine
Ontario Maryland Connec?cut Rhode Island Quebec Delaware Vermont Washington D.C. Nova Sco?a
17%
9%
8% 6% 8% 5%
New Jersey Pennsylvania
11%
3% 2%
5% 4%
3% 3% 4% 3%
9%
8%
Maine Leisure 2011 (Base=1515) 2010 (Base=171)
5%
8%
2011 (Base=198)
2% 2% 2% 3% 2%
1% 1% 1% 2% 1% 2% 1% 1% 3% <1%
15 State/Province of residence.
notes significant year-‐over-‐year difference at 95% confidence level
Primary Purpose of Overnight Leisure Trips: Greater Portland & Casco Bay Less than one-‐quarter of overnight leisure visitors to Greater Portland reported that • shopping was the primary purpose of their visit, making this the most widely cited
2011 Annual Report
primary trip purpose among this group.
Primary Purpose of Overnight Leisure Trips 18% 28% 23%
Shopping
26% 21% 21%
Touring Outdoor recrea?on Special event Cultural and heritage tourism Other
16% 19%
31%
Maine Leisure 2011 (Base=1515) 2010 (Base=171)
8% 16%
23%
2011 (Base=198)
3% 6% 6% 7%
15% 15%
16 Regional Q7. What was the primary purpose of your most recent leisure trip in Maine? notes significant year-‐over-‐year difference at 95% confidence level
Overnight Leisure Trip AcEviEes: Greater Portland & Casco Bay •
• 80%
2011 Annual Report
Consistent with trip purpose, the most widely cited ac?vity in Greater Portland is shopping. This is likely a reflec?on of the wide spectrum of shopping available in this region, including Freeport, the Old Port, and the Maine Mall in South Portland. Aside from shopping, 2011 saw an increase in visitors who took ?me to enjoy the ocean views as compared to 2010.
76% 70% 70%
Top Trip AcEviEes
63%
60%
55% 50% 50%
49% 48%
47% 40%
40%
34%
45% 34% 33%
43% 44% 38%
35% 30% 29% 20% 18% 15%
20%
22% 19% 16%
23% 17% 16%
0% Shopping (NET)
Res?ng / relaxing
Enjoying the Outdoor Searching for Sightseeing ocean views* Ac?vites (NET) local cuisine
Maine Leisure 2011 (Base=1515)
2010 (Base=171)
Driving for Nightlife / Visi?ng pleasure entertainment historic sites / museums
Visi?ng family / friends
2011 (Base=198)
Regional Q32. In which of the following acCviCes did you parCcipate during this trip? (Please check all that apply) notes significant year-‐over-‐year difference at 95% confidence level
17
2011 Annual Report
Overnight Leisure Trip AcEviEes: Greater Portland & Casco Bay •
Visitors to the Greater Portland and Casco Bay region were most likely to go to the beach in 2011. Top Trip AcEviEes Going to the beach*
15%
Hiking or climbing
13% 11%
Pool swimming indoor or outdoor Outdoor swimming lake, ocean, river
4%
Biking Golfing Kayaking Sailing Water skiing/jet skiing Ocean fishing
9% 8% 7%
16% 15% 16% 16%
4% 5% 6% 5% 4% 4% 6% 3% 2% <1% 1% 4% 3% 1% 2010 (Base=171)
Shopping AcEviEes Maine Leisure 2011 (n=1,466)
GP & CB 2010 (n=171)
GP & CB 2011 (n=198)
Outlet shopping
34%
39%
42%
General Shopping
32%
41%
44%
Shopping for gids or souvenirs
38%
34%
39%
Shopping for an?ques, arts, crads
20%
12%
19%
13%
2%
Maine Leisure 2011 (Base=1515)
23% 21%
29%
2011 (Base=198)
Regional Q32. In which of the following acCviCes did you parCcipate during this trip? (. *Note: Added Summer 2010. Please check all that apply) notes significant year-‐over-‐year difference at 95% confidence level
18
Overnight Leisure Visitor Towns & CiEes Visited: Greater Portland & Casco Bay
2011 Annual Report
Within the region you visited, what specific towns or cities did you visit? Percent of visitors to region 67%
Portland 41% 45% 42%
Freeport 30%
South Portland 18% 21%
Cape Elizabeth
8%
Falmouth
Westbrook
26%
8% 6% 9%
Yarmouth
Peaks Island
35% 38%
16% 17% 19%
Scarborough
Gorham
72% 74%
7%
Maine Leisure 2011 (Base=522) 2010 (Base=171) 2011 (Base=198)
12%
3% 5% 5% 3% 6% 5% 3%
6% 4%
19 Regional Q31: Within the region you visited, what specific towns or ciCes did you visit? notes significant year-‐over-‐year difference at 95% confidence level
Day Leisure Visitor Demographics: Greater Portland & Casco Bay •
2011 Annual Report
There were no significant year-‐over-‐year increases among the demographic of leisure day visitors to Greater Portland & Casco Bay. Maine Leisure 2011 (Base=1,224)
2010 (Base=168)
2011 (Base=170)
46.9
45.8
45.7
< 35
25%
32%
30%
35 -‐ 44
16%
13%
14%
45 -‐ 54
23%
21%
20%
55 +
37%
34%
36%
$93,845
$97,054
$93,189
< $50,000
20%
19%
22%
$50,000 -‐ $99,000
46%
41%
43%
$100,000 +
34%
39%
35%
Female
64%
53%
60%
College Degree or Higher
69%
79%
72%
Married
61%
64%
61%
Employed Full Time
60%
55%
64%
Mean Age
Mean Income
20 < > notes significant year-‐over-‐year difference at 95% confidence level
Day Leisure Visitor Residence: Greater Portland & Casco Bay • While Maine provides the largest percentage of leisure day visitors to Greater Portland, there is a strong con?ngent traveling from MassachuseFs and New Hampshire, as well.
2011 Annual Report
37% 40% 41%
Maine
34% 35% 35%
MassachuseFs 14%
New Hampshire
New Brunswick
3% 2%
Quebec
1% 2% 2%
Vermont
2% 1% 1%
Rhode Island
2% 1% 1%
Nova Sco?a
19% 19%
9%
Maine Leisure 2011 (Base=1224) 2010 (Base=168) 2011 (Base=170)
<1%
Day Q1A. In what State or Province do you currently reside? notes significant year-‐over-‐year difference at 95% confidence level
21
Primary Purpose of Day Leisure Trips: Greater Portland & Casco Bay • Shopping remains the top primary trip purpose of leisure day trips to Greater Portland.
2011 Annual Report
Primary Purpose of Day Leisure Trips 38%
44% 42%
Shopping 15% 11% 18%
Touring
Outdoor recrea?on
Special event
Cultural and heritage tourism
Other
13% 16%
27%
7%
12% 10%
Maine Leisure 2011 (Base=1224) 2010 (Base=168) 2011 (Base=170)
2% 5% 6% 11% 15% 8%
22 Day Q3. What was the primary purpose of your most recent leisure trip in Maine? notes significant year-‐over-‐year difference at 95% confidence level
Day Leisure Trip AcEviEes: Greater Portland & Casco Bay •
80%
2011 Annual Report
Shopping was the most widely cited trip ac?vity among leisure day visitors to Greater Portland in 2011. Secondarily, visitors enjoyed the ocean views, sightseeing and relaxing. Par?cipa?ng in outdoor ac?vi?es increased significantly in 2011.
Top Trip AcEviEes
73% 68% 62%
60% 40% 40%
40% 30%
30% 29% 26%
18%
20%
34% 29% 27%
26%
29% 26% 23%
16%
32% 27% 21% 15% 14% 11%
11% 11% 10%
11% 8% 9%
0% Shopping (NET)
Enjoying the Sightseeing ocean views*
Res?ng / Outdoor Searching for Driving for relaxing Ac?vi?es (NET) local cuisine pleasure
Maine Leisure 2011 (Base=1224)
2010 (Base=168)
Visi?ng family / friends
Find the best Visi?ng lobster roll historic sites / museums
2011 (Base=170)
Day Q10. In which of the following acCviCes did you parCcipate during your most recent trip in Maine? (Please check all that apply). *Note: Added Summer 2010. notes significant year-‐over-‐year difference at 95% confidence level
23
2011 Annual Report
Day Leisure Trip AcEviEes: Greater Portland & Casco Bay •
Among leisure day visitors to Greater Portland & Casco Bay, going to the beach, biking, and kayaking increased significantly in popularity in 2011. Outdoor AcEviEes
Going to the beach*
4%
Hiking or climbing
4%
Biking
1%
Kayaking
1%
Canoeing Pool swimming indoor or outdoor Ocean fishing Motor boa?ng
9% 6% 6%
4% 5% 5% 4%
2% 2% 3% 2% 2% 4% 1% 2% <1% 1% 1% 1%
14%
3%
Outdoor swimming lake, ocean, river Golfing
22%
Maine Leisure 2011 (n=1,224)
GP & CB 2010 (n=168)
GP & CB 2011 (n=170)
Outlet shopping
31%
31%
36%
General Shopping
28%
36%
38%
Shopping for gids or souvenirs
22%
29%
22%
Shopping for an?ques, arts, crads
13%
16%
14%
10%
3%
Maine Leisure 2011 (Base=1224)
2010 (Base=168)
2011 (Base=170)
Day Q10. In which of the following acCviCes did you parCcipate during your most recent trip in Maine? (Please check all that apply). *Note: Added Summer 2010 notes significant year-‐over-‐year difference at 95% confidence level
24
Day Leisure Visitor Towns & CiEes Visited: Greater Portland & Casco Bay
2011 Annual Report
Within the region you visited, what specific towns or cities did you visit? Percent of visitors to region
75% 74% 75%
Portland 32% 36% 32%
Freeport
32% 35% 32%
South Portland 19% 16% 19%
Scarborough
12% 12% 12%
Cape Elizabeth Yarmouth Falmouth
7% 5% 7%
Maine Leisure 2011 (Base=170) 2010 (Base=168) 2011 (Base=170)
6% 10% 6%
Gorham
4% 1% 4%
Peaks Island
3% 2% 3%
Westbrook
2% 4% 2%
25 Day Q12: Within the region, what specific towns or ciCes did you visit? notes significant year-‐over-‐year difference at 95% confidence level
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