Maine Office of Tourism Visitor Tracking Research 2012 Calendar Year Annual Report Canadian Visitors Prepared by
April 2013 1
IntroducAon and Methodology
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2012 Annual Report Canadian Visita
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The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide
[email protected] on tourism
[email protected] in Maine and explore the
[email protected]@ons of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey
[email protected] recruited from the ResearchNow
[email protected] online panel.
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[email protected] 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. – NaAonal Omnibus Survey • Includes a
[email protected] balanced sample of US residents; and • Used to determine the incidence of travel
[email protected] and Maine’s share of that travel.
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2012 Annual Report Canadian Visita
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This report outlines results from calendar year 2012, with travel occurring between January 2012 and December 2012, and highlights data on Canadian visitors to Maine. Reported results are based on: – 528 Canadian overnight visitors, and – 146 Canadian day visitors.
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Data was collected between January 1st and December 15th 2012. The number of completed statewide surveys collected for each research component are as follows: – Maine Overnight Visitor Survey – 2,497 – Maine Day Visitor – 1,520 –
[email protected] Omnibus Survey – 17,722
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Baseline Overnight Visitor StaAsAcs
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Overnight Visitor Demographics
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•
2012 Annual Report Canadian Visita
Canadian visitors to Maine tend to be older than the average U.S. visitor, averaging about 49 years old. In
[email protected], Canadian overnight visitors tend to have a higher household income than those
[email protected] from the U.S. In 2012, a higher
[email protected] of Canadian visitors to Maine had a college degree and earned $100,000 or more annually. 2011 (n=448)
2012 (n=528)
13%
10%
18% 31%
32%p! 26%
38%
32%
49.36
49.16
< $50,000
5%
4%
$50,000 -‐ $99,000
29%
26%
47% $122.67
55%p $127.63
Female
44%
37%
College Degree or Higher
73% 72%
82%p 67%
61%
67%
Overnight Canadian Visitors Age: < 35 35 -‐ 44 45 -‐ 54 55 + Mean Age Income:
$100,000 + Mean Income (In Thousands)
Married Employed Full Time
pq
notes significant difference between 2011 and 2012 at the 95% confidence level.
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2012 Annual Report Canadian Visita
Overnight Visitor Residence • Canadian overnight visitors to Maine are most likely to come from Ontario, New Brunswick, or Quebec provinces. Canadian
[email protected] to Maine appears to have shiied
[email protected] in 2012 with a lesser
[email protected] coming from New Brunswick and a greater
[email protected] coming from Quebec. Province of Residence
47%
Ontario
48%
39%
New Brunswick
25%
Nova Scotia
Newfoundland
2011 (n=448)
12%
Quebec
26%
2012 (n=528)
1% 2%
<1% 0%
State/Province of residence. pq notes significant difference between 2011 and 2012 at the 95% confidence level.
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Overnight Trip Planning
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2012 Annual Report Canadian Visita
Trip Planning Sources •
Similar to US visitors to Maine, Canadian visitors are most likely to have used the Internet when planning their trip. The advice of family and friends is also an important resource, though far less than the Internet. The Internet
69% 22% 20%
Friends/relatives/co-workers’ advice
18% 15%
AAA
16% 15%
Travel guides/brochures
13% 10%
Travel magazines
9% 9%
Travel Books Contact local convention and visitors bureaus Social Media
2%
<9%>
0%
6% 7%
Articles or travelogues
7% 5%
Other
2%
2011 (n=448) 2012 (n=528)
8%
Travel agent
Contact local Chambers of Commerce
74%
5% 5%
9%
Regional Q17. When you were planning this recent trip in Maine, which of the following sources did you use? 9
Online Trip Planning Sources
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2012 Annual Report Canadian Visita
Overall, Canadian visitors who used the Internet to plan their trip to Maine visited a variety of websites. Google Maps, accommoda
0%
36% 32% 29%
Accommodation web sites TripAdvisor
0%
29%
Online search engines Maine Tourism Region Websites (NET)
19% 22%
VisitMaine.com
22%
2011 (n=332) 2012 (n=365)
20% 18%
Booking web sites (Expedia, Orbitz, etc.) 0%
13%
AAA
12%
16%
4% 6%
Chambers of Commerce web sites Facebook
32%
19% 19%
MaineTourism.com
Google+
38%
26%
10%
5%
Regional Q18. Which of the following web sites did you visit when planning this trip in Maine? pq notes significant difference between 2011 and 2012 at the 95% confidence level.
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2012 Annual Report Canadian Visita
Trip Research While in Maine •
In 2012, a greater
[email protected] of Canadian visitors
[email protected] to research places to go and things to do once they had arrived in Maine than in 2011. Overall, the type of research they did while here was similar to US visitors. The one
[email protected] where Canadians were more likely than US visitors to do was picking up materials on local aNrac
Any Research (NET)
66%
27%
Picked up materials on local attractions from my hotel, campground, etc
32%
29%
Brought a laptop to research the local area
26%
19%
9%
Visited a local tourism information center
Other
2012 (n=528)
13%
Used my mobile device to research the local area
2011 (n=448)
12%
2% 2%
Regional Q31d. Once you arrived in Maine did you con
Overnight Visitor Travel LogisAcs
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2012 Annual Report Canadian Visita
Travel Party Size and ComposiAon
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Travel party size is similar between Canadian and US visitors, at about 2-‐3 people. Canadians, however, are more likely to be traveling with children (29%) than are US visitors (20%). Mean Number of People in Travel Party
3.0
Percent Traveling with Children 35% 2.67
29%
30% 25%
2.52
22%
20%
2.5
15% 10% 5% 0% 2.0 2011 (n=448)
2012 (n=528)
2011 (n=448)
2012 (n=528) Canadian Visitors
Canadian Visitors
Regional Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Regional Q25. How many of these people were: Children? 13 pq notes significant difference between 2011 and 2012 at the 95% confidence level.
2012 Annual Report Canadian Visita
AccommodaAons While in Maine • Canadian visitors are more likely than U.S. visitors to stay in paid
[email protected], with more than 4 out of 5
[email protected] some form of paid lodging. This represents an even •
greater
[email protected] staying in paid
[email protected] than in 2011. In
[email protected], Canadian overnight visitors are staying in hotel/motel/resort
[email protected]. 78%
Paid Accomodations (NET) 85%
22%
Unpaid Accomodations (NET)
15%
63% Hotel/motel/resort 71%
8%
At the home/ cabin/ cottage/ condo of a friend/ relative/ associate
11% 9%
Inn/Bed & Breakfast 7%
Cabin/Cottage/Condo/Vacation home that you rented
3% 5%
Your own second home/cabin/ cottage/condo
4% 2%
2011 (n=448) 2012 (n=528)
Regional Q27. In which of the following types of accommoda
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Overnight Visitor Experience
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2012 Annual Report Canadian Visita
Primary Purpose of Overnight Leisure Trips More than one-‐half of Canadian overnight visitors are looking to take advantage of the • convenient access to the U.S. market by
[email protected] Maine in order to shop. This
[email protected] •
coming to Maine primarily for shopping is nearly double that of US visitors. A sizable
[email protected] of Canadian visitors are coming to Maine to get away to relax and to tour/see the sites. Primary Purpose of Overnight Leisure Trips Shopping
60%
To get away to relax
45%
Touring/seeing the sites
39%
To enjoy nature
25%
Outdoor recreation/adventure
22% 2012 (n=353) 19%
To spend time with friends or family It’s what we do every year
15%
Cultural and heritage tourism
11%
To experience great cuisine and service
11%
Special event (such as concert, festival)*
7%
Regional Q7. What was the primary purpose of your most recent leisure trip in Maine? *Includes Wedding before 06/2012. Due to the revision in answer op
2012 Annual Report Canadian Visita
Overnight Leisure Trip AcAviAes •
As
[email protected] earlier, shopping is a major
[email protected] for Canadian leisure visitors, followed by res
Top Trip Activities Base: Overnight Canadian Leisure Visitors 82% 86%
Shopping (NET) 41%
Resting, relaxing, unwinding Outdoor Activites (NET)
46%
Enjoying the ocean views/rocky coast
36% 35%
Driving for pleasure
35% 33%
27% 26%
Searching for local cuisine or dining hot spots 19% 18%
Enjoying the mountain views 8%
Wildlife viewing/bird watching 0%
15% p
2011 (n=296) 2012 (n=353)
8% 7% 8%
Exploring State and National Parks Visiting historic sites/museums
11% 8%
Nightlife/evening entertainment
7%
Visiting family and friends
6% 7%
Visiting art museums or local artisan exhibits
53%
30% 32%
Sightseeing
Getting to know the local people/culture
48%
2%
15%
6%
Regional Q32. In which of the following ac
2012 Annual Report Canadian Visita
Overnight Leisure Trip AcAviAes: Shopping •
Among shopping
[email protected], Canadian visitors are most likely to engage in general shopping in the malls and downtown areas, as well as hinng the outlets.
Top Trip AcAviAes – Shopping Base: Overnight Canadian Leisure Visitors
82%
2011 (n=296)
86%
2012 (n=353)
52% 45%
51% 44%
41%
37%
13%
Shopping (NET)
General shopping at malls, downtown
Outlet shopping
Shopping for giis or souvenirs
13%
Shopping for
[email protected], local arts, crais
Regional Q32. In which of the following ac
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Overnight Leisure Trip AcAviAes: Outdoor Ac4vi4es •
2012 Annual Report Canadian Visita
Though less likely than US visitors to
[email protected] in outdoor
[email protected]@es overall, Canadian overnight visitors who do spend @me enjoying the outdoors like to take advantage of Maine’s beaches and other water
[email protected] [email protected], including swimming. They are also likely to do some hiking or climbing. Top Trip AcAviAes – Outdoor AcAviAes Base: Overnight Canadian Leisure Visitors 28% 27%
Going to the beach
17% 17%
All Water Activities (NET)
9%
Fresh Water Activities (NET)
15% 12%
Pool swimming indoor or outdoor
4%
Outdoor swimming lake, ocean, river
11% p 10% 10%
Hiking or climbing
Kayaking
13%
<1%
2011 (n=296)
4% p 2012 (n=353)
Regional Q32. In which of the following ac
2012 Annual Report Canadian Visita
Primary Region of Visit to Maine Canadian overnight visitors can be found in all regions of Maine, with the Maine • Beaches the most visited region, following by The Maine Highlands and Downeast & •
Acadia. Canadian visitors differ from US visitors in the regions they primarily visit, with Canadians more likely than Americans to spend @me in the Maine Beaches and The Maine Highlands and less likely than Americans to visit Greater Portland & Casco Bay, the Mid-‐Coast region, and the Maine Lakes & Mountains. Maine Beaches [Southern Maine Coast]
22%
The Maine Highlands
18%
Downeast & Acadia
15%
Greater Portand & Casco Bay
11%
37%p
24%
20%
14% 2011 (n=448)
7% 6%
Mid-Coast Kennebec & Moose River Valley Aroostook County Maine Lakes and Mountains Other
2012 (n=528)
4% 5% 4%
7%
<1% 3% 2% 2%
Regional Q28. What region in Maine was your primary des
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Baseline Day Visitor StaAsAcs
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2012 Annual Report Canadian Visita
Day Visitor Demographics •
As with overnight visitors, Canadian day visitors tend to be older than their American counterparts.
2011 (n=154)
2012 (n=146)
9%
10%
17%
23%
45 -‐ 54
27%
14%q
55 +
47%
53%
Mean Age (Years)
51.96
52.65
< $50,000
10%
14%
$50,000 -‐ $99,000
47%
41%
43% $109.76
45% $101.86
Female
44%
36%
College Degree or Higher
69% 77%
72% 78%
55%
52%
Canadian Day Visitors Age: < 35 35 -‐ 44
Income:
$100,000 + Mean Income (Thousands)
Married Employed Full Time
pq
notes significant difference between 2011 and 2012 at the 95% confidence level.
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2012 Annual Report Canadian Visita
Day Visitor Residence • The majority of Canadian day visitors are from New Brunswick, followed by Quebec and Nova
[email protected]. Province of Residence Base: Day Canadian Leisure Visitors 78% New Brunswick 76%
19% Quebec 20%
2011 (n=154) 2012 (n=146)
2% Nova Scotia 4%
Day Q1A. In what State or Province do you reside? pq notes significant difference between 2011 and 2012 at the 95% confidence level.
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Day Visitor Travel LogisAcs
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2012 Annual Report Canadian Visita
Travel Party Size and ComposiAon •
2.5
Travel party size is similar between Canadian and US visitors to Maine, between 2 and 3 people per travel party. The
[email protected] of Canadian day visitors traveling with children, however, is lower than the same
[email protected] for US visitors (11% of Canadian day visitors versus 18% of US day visitors). Mean Number of People in Travel Party
2.4
Percent Traveling with Children 15%
2.35 2.30 2.3
14% 13% 13%
2.2 12% 11%
2.1
11%
10%
2.0 2011 (n=154)
2012 (n=146) Canadian Visitors
2011 (n=154)
2012 (n146) Canadian Visitors
Q7. Including yourself and any children, how many people were in your immediate travel party on this trip? Q8. How many of these people were: Children pq notes significant difference between 2011 and 2012 at the 95% confidence level.
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Day Visitor Experience
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2012 Annual Report Canadian Visita
Primary Purpose of Day Leisure Trips •
Not surprisingly, the vast majority of Canadian day trippers travel to Maine in order to shop, a
[email protected] twice as high as for US leisure day visitors. Primary Purpose of Day Leisure Trips 86%
Shopping To get away to relax
17% 12%
Touring/seeing the sites 6%
To experience great cuisine and service To spend time with friends or family
4%
Outdoor recreation/adventure
3%
Special event (such as concert, festival)
3%
It's what we do every year
2%
To enjoy nature
2%
2012 (n=119)
Day Q3. What was the primary purpose of your most recent leisure trip in Maine? *Due to a revision in answer op
2012 Annual Report Canadian Visita
Day Leisure Trip AcAviAes •
Similar to Canadian overnight visitors, shopping dominates the list of
[email protected]@es engaged in by Canadian day visitors. Top Trip AcAviAes Base: Day Canadian Leisure Visitors Shopping (NET)
p
81%
17% 14%
Sightseeing
11% 12%
Enjoying the ocean views/rocky coast Searching for local cuisine or dining hot spots
10%
Outdoor Activities (NET)
8%
Enjoying the mountain views
8% 5%
Viewing fall colors
3% 5%
16%
14%
2011 (n=130) 2012 (n=119) Outdoor Activities Pool swimming indoor or outdoor Going to the beach
Golfing
Hiking or climbing
Biking/mountain biking
6% 3% 5% 1% 0% 1% 4% 1%
p
15% 16%
Resting, relaxing, unwinding
31%
p
20%
p
Driving for pleasure
91%
2% 1%
Day Q10. In which of the following ac
2012 Annual Report Canadian Visita
Day Leisure Trip AcAviAes: Shopping While on their day trips to Maine, Canadians mostly engage in general shopping at malls/downtown. Though reported general/mall shopping is down versus last year among Canadian day visitors, it has returned to levels seen in prior years.
91%
Top Trip AcAviAes -‐ Shopping
2011 (n=130)
p
81%
2012 (n=119) 67%
p
•
55%
25%
25%
25%
22% 11%
Shopping (NET)
General shopping at malls, downtown
Outlet shopping
Shopping for giis or souvenirs
6%
Shopping for
[email protected], local arts, crais
Day Q10. In which of the following ac
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2012 Annual Report Canadian Visita
Primary Region of Visit to Maine • Canadian day trippers are most likely to spend their day in Downeast & Acadia, County, or The Maine Highlands, with three-‐fourths
[email protected] one of those Aroostook three regions. •
Differing significantly from US day visitors in the regions they frequent, Canadians are more likely to visit Downeast, Aroostook County, and The Maine Highlands and less likely to visit the remaining five tourism regions. 31% 30%
Downeast & Acadia 21% 22%
Aroostook County The Maine Highlands
21% 8% 9%
Maine Beaches Region [Southern Maine Coast] 5%
Greater Portland & Casco Bay Maine Lakes & Mountains Kennebec & Moose River Valley Mid-Coast Other
1%
29%
2011 (n=154) 2012 (n=146)
8%
5%p
3% 2% 1% 2% 1% 1%
Day Q11: What region in Maine was your primary des
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Future Travel and RecommendaAon
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2012 Annual Report Canadian Visita
Likelihood to Recommend Maine •
As with their U.S. counterparts, Canadian visitors are likely to recommend Maine as a travel
[email protected]@on to their friends and family.
0% 2% 8%
<1% <1% 5%
<1% 0% 8%
1% 0% 6%
24% 25%
26%
32%
Definitely will not recommend Probably will not recommend Might/Might not recommend
95%
91%
90% 65%
93%
2012 (n=528) Overnight Visitors
Definitely will recommend
71%
67%
2011 (n=154)
2012 (n=146)
59%
2011 (n=448)
Probably will recommend
Day Trip Visitors
32 Regional Q38, Day Q19b. How likely will you be to recommend Maine as a vaca
2012 Annual Report Canadian Visita
Future Travel in Maine •
Two-‐thirds of Canadian overnight visitors and 93% of day visitors indicated that they either already have specific plans to travel in Maine in the next two years or that they definitely will travel in Maine in the next two years.
1% 7%
1% 9%
Definitely will not travel to Maine Probably will not travel to Maine
22% 45%
Might/Might not travel to Maine Probably will travel to Maine Definitely will travel to Maine
93% 53%
I already have specific plans to travel in Maine
68% 48%
15% 2012 (n=528)
2012 (n=128)
Overnight Visitors
Day Trip Visitors
Regional Q37, Day Q19. How likely will you be to travel in Maine/take a day trip in Maine in the next two years?
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