TRC releases final report on 2007-2008 exit survey
The Tourism Research Centre in the School of Business at UPEI has released its fifteenth and final report based on the results for the 2007-2008 visitor exit survey. This report gives an overall snapshot of PEI's visitors segmented in a variety of ways and summarizes the findings of the previous reports.
'The exit survey provides a wealth of information for government and tourism operators,' stated Dr. Sean Hennessey, Faculty Director of the Tourism Research Centre. 'The survey was designed to be comprehensive enough to gather an incredible amount of information without being overwhelming to the visitor. This report was designed to present the results of the exit survey in numerous figures and tables, and allows the reader to gain a solid understanding of PEI's visitors in a relatively short time.'
Exit surveys are large projects that are generally completed only every four years or so. The 2007-2008 exit survey has created a benchmark to which future survey results can be compared. The survey provided visitors with a relatively easy means to provide feedback to Tourism PEI and the industry.
The report emphasizes the importance of the neighbouring provinces, New Brunswick and Nova Scotia, and travel parties who come to visit family and friends. 'Almost 65 percent of PEI's travel parties come from New Brunswick or Nova Scotia, and half of those travel parties visit family or friends while here,' says Dr. Hennessey. 'Likewise, when segmenting our market by their primary activities, we find 37 percent of travel parties coming to PEI could be classified as a ‘visiting friends and family' segment.'
The report summarizes the findings by origin, first-time and repeat travel parties, entry-exit point (bridge, ferry, airport), party composition (e.g., families, couples, seniors), spending levels, activities, and accommodation type used.
Of the 1.2 million visitors, 1.05 million were overnight pleasure travellers. July and August alone accounted for 51 percent of all visitors to PEI. The total direct expenditures by overnight pleasure travel parties for the full survey period was $314.6 million. Almost 80 percent of the 366,300 overnight pleasure travel parties had been to PEI before. Unlike repeat travel parties, first-time travel parties tended to stay for a shorter period; spend more; stay in hotels, motels or resorts, or inns, B&Bs or tourist homes; and overnight in Charlottetown.
Those visiting can be divided into four types of travel parties. At 30 percent each, families and seniors groups accounted for the largest percentage of travel parties. Two adults (excluding senior couples) made up 25 percent of travel parties, and other travel parties, such as single travellers, groups of three or more adults, and children only, made up 15 percent.
Average spending per party per night was segmented into four levels of spending on a per party per night basis: very low (21 percent spent less than $100 per party per night);below average (41 percent spent between $100-$250); average (27 percent spent between $250-$450); and high (11 percent spent $450 or more). Very-low and below-average spending travel parties tended to be older couples from the two other Maritime provinces who made frequent visits to PEI. High expenditure travel parties consisted of people taking a quick tour of PEI. Their stays were short, and they spent fewer of their travel nights in PEI. They were the most likely to visit in the main season (54.2 percent) and the fall shoulder season (20.9 percent).
Of the total nights stayed in PEI, 26 percent were spent in a cottage or cabin, and 24 percent were spent with friends or relatives. Although many were open year round, only 17 percent of the nights visitors spent in PEI were at hotels, motels or resorts. About 16 percent of nights were spent at camping or trailer parks, and seven percent at inns, B&Bs or tourist homes. Travel parties staying at two or more types of accommodations accounted for eight percent of the nights spent in PEI. The average length of stays in cottages or cabins, camping or trailer parks, and at the homes of friends or relatives were longer than stays in hotels, motels or resorts, or inns or B&Bs or tourist homes.
Charlottetown and Anne's Land were the two most popular regions for overnight stays. About 36 percent of travel parties stayed at least one night in Charlottetown. Twenty-seven percent stayed at least one night in Anne's Land, and 10 percent stayed at least one night in the Points East Coastal region. Stays in some regions were longer than in others, so Anne's Land accounted for 33 percent of all nights spent in PEI while Charlottetown accounted for 27 percent of total nights.
This report is based on exit survey data collected from July 1, 2007, through June 30, 2008. It is available on the exit survey section of the TRC's website. More information about the report can be obtained from the Tourism Research Centre, School of Business, University of PEI, at (902) 566-6096 or trc@upei.ca.
