2011 Exit Survey Profile of Non-residents Visiting Friends and Relatives (VFR)

Transcription

1 2011 Exit Survey Prile Non-residents Visiting Friends Relatives () Celebrating Family Friends 1 Tourism Research Division Department

2 2011 Exit Survey Prile Non-resident Visitors Table Contents Page Project Overview, Methodology 2 Size the Market 2 Mode Travel 3 Origin 3 Party Size Party Composition 4 Length Stay 4 Expenditure Levels 5 Expenditure Patterns 5 Accommodations 6 Destinations 7 Activities, Attractions, Sites Events 8 First Time versus Repeat Visit 10 Type Visit 10 Likelihood to Recommend 10 Use Visitor Information Centres 11 Satisfaction with Services Amenities 12 Services Provided by Marine Atlantic 14 Visitor Demographics 15

3 PROJECT OVERVIEW The 2011 Exit Survey served to update enhance existing historical information on non-resident visitors to this Province. The program was undertaken to improve annual estimates visitation expenditure as well as to update visitor characteristics. In addition to visitor characteristics, the survey also served to provide insight into visitors motivations, attitudes, perceptions opinions related to various aspects our Tourism fering. METHODOLOGY Survey participants had the option returning the main questionnaire via drop boxes at the exit points, by mail or responding online. Table 1 shows the breakdown surveys collected. Table Exit Survey Program Number Non-Residents Surveyed Survey Air Jan Apr Nov Dec Air May Oct Auto May Oct Total Partition 2,853 10,972 3,454 17,279 Main 506 2,060 1,517 4,083 Interviews were conducted with individuals leaving the Province through four major exit points. The 2011 Exit Survey Program covered all vehicle-related exit points from the Isl portion the province (Port Aux Basques Argentia) the major air exit points St. John s Deer Lake which represented 81% all boarding passengers at the Province s seven major airports. At each exit point, a short survey (referred to as partition survey) was administered using palm pilot technology to gather key information identify nonresident visitors exiting the Province. A longer survey (referred to as main survey) was distributed to all willing non-resident travelers at each exit point. The partition survey collected information related to origin, trip purpose, party size, length stay party composition. The main survey collected data on the characteristics non-resident visitors, including destinations visited, participation in activities, expenditures demographics., a total 17,279 partition interviews were conducted with non-residents exiting the Province at the four exit points 4,083 questionnaires (main surveys) were returned. A detailed weighting system was applied to ensure the survey sample reflected the exiting non-resident population. It should be noted that the margin error associated with the data varies depending on the size the sample. Margin error increase as sample sizes decrease. Prile Non-resident Visitors This Prile report focuses on non-residents who visited friends relatives during the peak travel season May to October. The total estimate non-resident parties visiting during the May to October period is 158,456 as can be seen on the Table 2 presented on the next page one third (31%) reporting they travelled to the province to visit friends relatives. This included 30% the province s air parties 34% the auto parties. It is estimated that between May October 2011 approximately 49,463 travel parties or 96,819 nonresidents travelled to the province to visit friends relatives. Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 2 2

4 Table Non-Resident Parties Main Reason by Trip Mode Total % Parties Air % Parties Auto % Parties Vacation/Pleasure 34% 28% 54% 31% 30% 34% Business 27% 32% 8% Convention/ Conference 5% 6% 1% Other 3% 3% 3% MODE OF TRAVEL Over three quarters (77%) the non-resident parties travelling to visit friends relatives came to the province by air. Compared to travellers overall, visiting parties travelling for are slightly more likely to have travelled to the province by automobile (23% versus 21%). Table 3 By Mode (% Parties May to October) %Parties % Parties Airline Visitors 79% 77% Automobile Visitors 21% 23% ORIGIN Travellers from Ontario Other Canada make up 62% non-residents travelling to the province to visit friends relatives. Table 4 presents the origins travel parties who visited the province reported they travelled for purposes in Over one third (35%) came from Ontario, representing the province s largest source market. With about one quarter (27%), residents other Canada accounted for the second largest share travel parties travelling for. In terms other markets, residents the Maritimes represented 26% the non-resident parties reporting they travelled for while 3% arrived from Quebec. Only six percent those here for purposes travelled from the US while 3% were from overseas. Compared to non-resident travellers overall, parties travelling for purposes were more likely to be from other Canada less likely to be from the United States. Over one half (53%) the parties travelling by auto were from the Maritimes while 33% parties travelling by air came from other Canada. Table 4 By Origin Mode (% Parties May to October) %Parties % Parties % Parties % Parties Maritimes 27% 26% 18% 53% Quebec 5% 3% 3% 2% Ontario 35% 35% 35% 33% Other Canada United States 20% 27% 33% 6% 9% 6% 7% 6% Overseas 4% 3% 4% 0% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 3 3

5 PARTY SIZE & PARTY COMPOSITION Party Size As presented in Table 5, the average party size for parties travelling to visit friends relatives was 2.0 individuals. Compared to travellers overall, parties visiting for purposes are slightly larger. Also, parties travelling by automobile are slightly larger than air parties travelling to visit friends relatives. Table 5 Party Size Party Size Party Composition As can be seen in Table 6, over two-fifths (41%) non-resident parties travelling to visit friends relatives consisted single adults while 27% travelled as a couple(s) with no children. Nearly one quarter (22%) those who travelled to visit friends relatives consisted parties travelling with other family members. Compared to non-resident travellers in general, parties visiting for purposes were more likely to be travelling with other family members as couple(s) with children. Almost two-fifths (37%) the auto parties travelled with no children compared to 24% air parties reporting they travelled without children. Compared to auto parties, air travel parties were also much more likely to travel alone at 49% less likely to travel with other family members (20%). Table 6 Party Composition (% Parties May to October) %Parties % Parties % Parties Air Auto Alone 46% 41% 49% 15% Couple(s), no children Couple(s), with children Other Family Group Friends Business Associates 27% 27% 24% 37% 4% 7% 5% 14% 14% 22% 20% 29% 4% 3% 2% 6% 4% 0% 0% 0% LENGTH OF STAY Travel parties travelling to visit friends relatives spent close to two weeks in the province during their trip As can be seen in Table 7, non-residents stayed, on average, 10.4 nights in the province. Parties travelling to visit friends relatives stayed almost 2 nights longer than visitors in general. Auto parties visiting for purposes stayed considerably longer at 14.9 nights than air parties travelling for purposes who only stayed 11 nights. Table 7 Length Stay Stay Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 4 4

6 EXPENDITURES Travellers visiting friends relatives report lower than average in-province expenditures. As can be seen in Table 8, non-resident parties travelling to visit friends relatives reported an average in-province per party expenditure $1,214 an average in-province per person expenditure $614. On a per person per night basis, parties travelling to visit friends relatives reported an average in-province expenditure $68. Compared to all non-resident travel parties, parties visiting friends relatives reported lower than average in-province per party, per person per person per night expenditures. Specifically per party per person expenditures were 31% 36% lower than the overall average. Given the slightly larger party size longer length stay in the province for parties travelling to visit friends relatives, the person per night expenditure level is significantly lower (-50%) than the overall average. Air parties travelling for purposes report higher per person expenditures than automobile visitors. Table 8 Expenditure Levels EXPENDITURE PATTERNS As can be seen in Table 9, non-resident travel parties travelling to visit friends relatives reported that 19% their average per party expenditure was spent on accommodations. One quarter (25%) was spent on transportation 21% was attributed to the purchase food beverages in restaurants. visitors, when compared to travellers overall, reported a lower share expenditures attributed to accommodations a higher share attributed to groceries souvenirs. Automobile visitors travelling for purposes reported higher than average shares expenditures for transportation while air visitors reported higher shares expenditures in restaurants. Table 9 Expenditure Patterns % $ % $ Transportation 22% 25% Accommodations 37% 19% Restaurants 20% 21% Souvenirs 7% 11% Groceries 6% 11% Entertainment 5% 6% Other 3% 7% $ per Party $ per Person $ per person per Night $1,751 $1,214 $1,196 $1,277 $960 $614 $617 $601 $137 $68 $72 $56 % $ % $ % $ Transportation 25% 24% 29% Accommodations 19% 19% 17% Restaurants 21% 22% 18% Souvenirs 11% 12% 10% Groceries 11% 10% 14% Entertainment 6% 6% 5% Other 7% 7% 7% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 5 5

7 ACCOMMODATION NIGHTS As can be seen in Table 10, not surprisingly, the largest share nights by non-resident travelling to the province to visit friends relatives were spent in homes relatives (63%) followed by nights spent with friends (15%). In terms commercial accommodations, 9% nights those visiting friends relatives were spent in hotels/motels 3% were spent in B&B/Country Inns. Compared to all travellers, non-resident parties travelling to visit friends relatives were more likely to stay in unpaid accommodations less likely to stay in paid/commercial accommodations. As can be seen in Table 10a, with the exception the share nights spent in houses friends, accommodation nights spent by those visiting friends relatives does not differ significantly by mode travel to the province. Table 10 % Party Nights by Type Accommodation Table 10a % Party Nights by Type Accommodation % Nights % Nights % Nights Hotel/Motel 9% 9% 7% Commercial Cabins/Cottages B&B/Country Inns Houses Relatives Houses Friends Private Cabins/Cottages Campgrounds All Types 2% 2% 1% 3% 3% 3% 63% 63% 62% 15% 16% 11% 3% 3% 4% 1% 0% 3% Other Types 4% 3% 8% % Nights % Nights Hotel/Motel 26% 9% Commercial Cabins/Cottages 4% 2% B&B/Country Inns 9% 3% Houses Relatives 28% 63% Houses Friends 9% 15% Private Cabins/Cottages Campgrounds All Types 5% 3% 6% 1% Other Types 13% 4% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 6 6

8 DESTINATIONS The most popular areas the province visited by nonresidents travelling for purposes include St. John s, Ger/Twillingate East to Terra Nova, the NE Avalon (excluding St. John s), the Deer Lake Humber area the Gros Morne area. Compared to visitors in general, visitors travelling for purposes reported a lower share party visits to St. John s, the Gros Morne Viking Trail areas as well as to the Clarenville/Bonavista Peninsula area. By mode travel, automobile visitors compared to air visitors, reported a higher share party visits to, the Port Aux Basques Gros Morne areas, Gr Falls/Windsor the Ger/Twillingate area while the share parties travelling to the NE Avalon St. John s was lower. Table Non-Resident Travel Parties Areas Province Visited ( stayed at least one overnight) (% Parties - May to October) Zone 1: Rigolet to Nain 0.3% 0.0% 0.0% 0.0% Zone 2: West/Churchill Falls 0.5% 0.2% 0.0% 0.9% Zone 3: Happy Valley/Goose Bay/Northwest River 0.6% 0.6% 0.5% 1.0% Zone 4: Mary's Harbour to Cartwright 0.7% 0.7% 0.8% 0.0% Zone 5: Straits (L'Anse Au Clair to Red Bay) 1.9% 0.6% 0.3% 1.7% Zone 6: Viking Trail, St. Anthony South West to Plum Point, East to Roddington/Englee 12.3% 6.3% 6.2% 6.3% Zone 7: Gros Morne Area, Viking Trail North to including Plum Point 23.2% 13.8% 11.9% 20.2% Zone 8: Deer Lake/Humber Area 12.3% 14.3% 14.8% 12.7% Corner Brook/Massey Drive 11.5% 13.4% 12.2% 17.2% Zone 9: Stephenville/Port-au-Port/Burgeo 6.0% 7.3% 5.9% 11.9% Zone 10: Port-aux-Basques/Doyles/Rose Blanche 8.2% 6.5% 3.8% 15.9% Zone 11: Baie Verte/La Scie/Green Bay 4.2% 4.6% 4.2% 5.9% Zone 12: Gr Falls Windsor Area 8.2% 6.8% 5.0% 13.2% Zone 13: Bay D'Espoir Area 0.8% 1.1% 0.4% 3.4% Zone 14: Ger/Twillingate East to Terra Nova 21.7% 17.1% 14.1% 27.5% Zone 15: Clarenville/Bonavista Peninsula Area 18.7% 11.2% 10.7% 12.9% Zone 16: Burin Peninsula 3.3% 4.0% 3.4% 6.0% Zone 17: North West Avalon 8.2% 8.5% 8.4% 8.8% Zone 18: Argentia/Placentia Area 5.4% 4.3% 4.6% 3.4% Zone 19: North East Avalon (excluding St. John's) 8.6% 15.2% 16.8% 9.7% St. John s 66.3% 47.6% 51.4% 34.9% Zone 20: Southern Shore Area 5.0% 2.9% 3.3% 1.5% Please note that the % parties visiting is not additive across Economic Zones that is, the same visiting party could have spent at least one night in more than one Zone therefore would be included in the percentage for all Zones visited. Air Auto Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 7 7

9 ACTIVITIES, ATRRACTIONS, SITES & EVENTS As can be seen in Table 12, the most popular activities (top 3) reported by those travelling to visit friends relatives included pleasure walking, scenic touring trail hiking. Compared to visitors in general, those travelling for purposes reported lower participation rates for most the activities listed with the exception non-guided fishing, berry picking, ATV touring. Table 12 also provides the level participation by mode travel to the province shows that participation rates in outdoor activities was generally lower for auto visitors with the exception fishing, berry picking, wildlife iceberg viewing. Table Non-Resident Travel Parties Participation in Nature Outdoor Activities: By Mode: (% Parties - May to October) Scenic touring 67% 66% 67% 62% Pleasure walking in/around communities 64% 68% 72% 56% Visit a National Park 34% 25% 24% 25% Trail hiking 32% 31% 33% 27% Visit a Provincial Park /or Ecological Reserve 30% 24% 24% 22% Whale watching 28% 23% 24% 20% Sightseeing boat tour 27% 19% 20% 17% Wildlife viewing 22% 19% 18% 22% Iceberg viewing 21% 15% 15% 17% Bird watching 21% 14% 14% 14% Hiking in wilderness areas 21% 20% 21% 18% Guided tours 11% 6% 6% 6% Visit a nature park 11% 11% 11% 8% Geological tour/fossil observation 8% 7% 8% 5% Fishing (other than guided trip) 8% 14% 13% 19% Berry picking 7% 12% 11% 14% Botanical garden/plant observation 7% 6% 6% 3% Golfing 6% 7% 8% 7% Sea kayaking 3% 2% 3% 2% All-Terrain Vehicle (ATV) touring 3% 6% 6% 6% Fishing (guided trip) 2% 3% 3% 3% Freshwater canoeing/kayaking/rafting 2% 4% 4% 3% Cycling 2% 2% 2% 2% Mountain biking 1% 1% 1% 1% Hunting - big game (black bear, moose, caribou) 1% 2% 1% 2% Hunting - small game birds 1% 1% 1% 1% Please note that the data presented for non-resident automobile visitors was collected at Port-aux-Basques Argentia while the data presented for non-resident air visitors was collected at the St. John s Deer Lake airports. Also note, the percentage parties participating is not additive across activities. Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 8 8

10 National Provincial Historic Sites as well as lighthouses were top places visited by non-residents who came to the province to visit friends relatives. Visiting craft/gift shops (58%) other shopping (45%) were also top activities among non-resident visitors travelling to visit friends relatives. Compared to visitors in general, those travelling for reported lower participation rates for most the attractions/sites/events listed with the exception visiting craft/gift shops other shopping. In terms visiting attractions such as historic sites, lighthouses, museums galleries auto travel parties generally reported lower participation rates than air travellers while auto travellers stopped by visitor information centres to a greater extent. The percentages parties visiting attractions/ sites/events overall, for visitors by mode travel are presented in Table 13. Table 13 Visitation to Other Attractions/Sites/Events during the Visit By Mode (% Parties - May to October) Craft / gift shops 54% 58% 57% 59% National Historic Sites 51% 41% 42% 36% Lighthouses 44% 36% 38% 30% Provincial Historic Sites 38% 32% 34% 24% Museums / Archives 37% 31% 32% 25% Visitor Information Centers 37% 24% 21% 34% Other shopping 36% 45% 44% 48% Galleries/Exhibits 34% 28% 29% 22% Nightclubs / lounges / pubs 32% 28% 29% 24% Interpretation / Science Centers 25% 17% 17% 15% Live performing music presentations / concerts 21% 19% 19% 18% Local festivals / events 16% 18% 17% 19% Archaeological sites 16% 11% 11% 9% Other historic sites 15% 10% 11% 10% Live performing theatre presentations / plays or dinner theatres 11% 9% 10% 6% Historic event celebration 4% 3% 3% 2% Sports events / tournaments 3% 3% 3% 3% Genealogical searches / other research 2% 2% 2% 2% Visit the French Isls St. Pierre & Miquelon 2% 1% 1% 1% Spa visit 2% 3% 3% 3% Come Home Year Celebration 1% 2% 2% 1% Please note that the data presented for the non-resident automobile visitor was collected at Port-aux-Basques Argentia while the data presented for the non-resident air visitor was collected at the St. John s Deer Lake airports. Also note, as with the Zones visited, the percentage parties participating is not additive across activities. Department Department 2011 Exit Survey: : Prile 2011 Exit Non-residents Survey Program Visiting Highlights Friends Relatives 9 9

11 REPEAT VERSUS FIRST TIME VISIT LIKELIHOOD TO RECOMMEND As can be seen in Table 14, over four fifths (85%) those travelling to visit friends relatives have been in the province on a previous occasion versus 15% who are visiting for the first time. Auto visitors travelling for purposes are more likely to have been in the province before. Table 14 First Time Repeat Visitors Repeat 65% 85% 84% 90% First Time 35% 15% 16% 10% As can be seen in Table 16, more than nine out ten (93%) travel parties are likely to recommend the province to others as a vacation destination. The average rating on a 10 point scale whereby 1 was not at all likely 10 was extremely likely was 9.46 for those non-residents travelling to visit friends relatives, slightly higher than visitors in general. The likelihood to recommend the province to others as a vacation destination was the similar by mode travel. Table Non-Resident Travel Parties Likelihood to Recommend Province as a Vacation Destination TYPE OF VISIT As can be seen in Table 15, more than nine in ten (93%) those travelling to visit friends relatives reported the province as their primary destination, slightly more than visitors in general. Automobile visitors travelling for purposes were more likely than air visitors to be on an Atlantic Canada trip. Rate 1-4 1% 1% 0% 1% Rate 5-7 8% 6% 6% 7% Rate % 93% 94% 93% Rating Table Non-Resident Travel Parties Province as Primary Destination Province was. the Primary Destination Part an Atlantic Canada Trip 90% 93% 94% 90% 10% 7% 6% 10% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 10 10

12 USE OF VISITOR INFORMATION CENTRES As can be seen in Table 17, only one quarter (24%) travellers used the services visitor information centres in the province. This compares to 37% for visitors in general. Auto visitors travelling to visit friends relatives are more likely than air visitors travelling for reasons to utilize visitor information services. Table Non-Resident Travel Parties Using a Visitor Information Centre Table Non-Resident Travel Parties : Travel Counselling 31% 18% Directions to Services/Facilities Directions to Attractions/Sites 49% 43% 57% 47% Accessed the Computer 10% 7% Accessed Wi-Fi 13% 12% Obtained Brochures/Maps 84% 73% Booked Accommodations 12% 10% Used the Telephone 14% 14% Used the Washroom 73% 68% Other Services 4% 5% Yes 37% 24% 21% 34% No 63% 76% 79% 66% As can be seen in Table 18, non-resident travel parties visiting for reasons were less likely to use the various services fered by visitor information centres. Those visiting for reasons were taking less advantage services facilitating travel in the province, including fewer parties obtaining printed material such as maps, receiving directions to services/facilities receiving directions to attractions sites. In particular, travel parties had less need to receive travel counselling. Auto visitors travelling for reasons were more likely than air visitors to utilize the services fered by visitor information centres. Travel Counselling 18% 16% 23% Directions to Services/Facilities Directions to Attractions/Sites Accessed the Computer 43% 43% 42% 47% 48% 46% 7% 5% 11% Accessed Wi-Fi 12% 12% 13% Obtained Brochures/Maps Booked Accommodations Used the Telephone Used the Washroom 73% 71% 76% 10% 10% 11% 14% 13% 18% 68% 65% 75% Other Services 5% 6% 3% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 11 11

13 SATISFACTION WITH IN-PROVINCE SERVICES AND AMENITIES Outdoor/natural attractions heritage/cultural attractions scored the highest ratings represent the province s best vacation attributes. Directional signage shopping for produced crafts were least satisfactory. Restaurants Food Services Rate 1-4 4% 3% 3% 4% Rate % 23% 21% 28% Rate % 74% 76% 68% Rating Satisfaction with restaurants food services was slightly higher among those visiting friends relatives than among non-resident visitors in general. At an average satisfaction rating 8.05, auto travellers were less satisfied than air travellers, with only two thirds (68%) indicating that they were very satisfied with food services. Paid Accommodations (Hotels/Motels, B & B s, Cottages/Cabins) Rate 1-4 4% 5% 4% 7% Rate % 26% 24% 30% Rate % 69% 72% 63% Rating With average ratings just above 8, paid accommodation services were very satisfactory to two thirds (69%) those travelling to the province to visit friends relatives. visitors rated their satisfaction levels with paid accommodations similar to all travellers in general while air visitors were more satisfied than auto visitors travelling to visit friends relatives. Campgrounds (Caution small sample size!) Rate 1-4 4% 8% 11% 5% Rate % 15% 14% 17% Rate % 77% 75% 78% Rating visitors rated their satisfaction levels with campgrounds slightly higher than all travellers in general. In addition, auto visitors were more satisfied with campgrounds than air visitors travelling to visit friends relatives. Note: results are based on a small sample should be used with caution. Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 12 12

14 Shopping for Crafts Rate 1-4 7% 5% 4% 8% Rate % 26% 25% 31% Rate % 69% 71% 61% Rating At an average satisfaction rating 8.03, visitors were more satisfied than visitors in general with respect to shopping for produced crafts gifts. Auto visitors travelling to visit friends relatives were considerably less satisfied than air visitors. Directional Signage Rate % 13% 14% 9% Rate % 31% 31% 30% Rate % 56% 55% 61% Rating The ratings for satisfaction with directional signage were lowest among all services/amenities rated, with only 57% travel parties indicating that they were satisfied, slightly higher than visitors in general. Auto visitors travelling to visit friends relatives were more satisfied than air visitors in regards to directional signage. Outdoor Natural Attractions (Trails, Scenic Views) Rate 1-4 2% 2% 2% 3% Rate 5-7 9% 9% 8% 12% Rate % 89% 90% 85% Rating All non-resident travel parties regardless their trip purpose are almost unanimously very satisfied with the province s outdoor natural attractions. At an average satisfaction rating almost 9, these attractions represent the province s best attributes. Air visitors travelling to visit friends relatives were slightly more satisfied than auto visitors in regards to the province s outdoor natural attractions. Heritage/Cultural Attractions (Historic Sites, Museums) Rate 1-4 2% 2% 2% 2% Rate % 11% 10% 16% Rate % 87% 88% 82% Rating Similar to outdoor natural attractions, heritage cultural attractions are also some the province s best assets. air travel parties appear to be more likely to be highly satisfied with an average satisfaction level 8.78 compared to auto travel parties with an average rating Compared to travellers overall, visitors indicated a similar level satisfaction with heritage cultural attractions. Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 13 13

15 SERVICES PROVIDED BY MARINE ATLANTIC The province s non-resident automobile visitors are highly satisfied with on-shore on-board services provided by Marine Atlantic Table 26 Marine Atlantic on-shore services (reservations, loading, facilities, Staff) (Auto only) (Auto only) Rate 1-4 5% 7% Rate % 13% Rate % 80% Rating MV Blue Puttee s docking in Port Aux Basques Services provided by Marine Atlantic are an extremely important aspect the province s travel tourism industry, representing the initial final impression given to the province s automobile visitors. Visitors travelling by automobile to the province to visit friends relatives were highly satisfied with the services provided by Marine Atlantic, with 80% 76% respectively rating on-shore on-board services as eight or higher on a 10-point scale. Compared to all automobile visitors, those travelling for reasons tended to rate their satisfaction with the services slightly lower than auto visitors in general. Table Non-Resident Travel Parties Vacation/Pleasure: (May to October Marine Atlantic on-board services (seating, food service, cleanliness, crew) (Auto only) (Auto only) Rate 1-4 6% 8% Rate % 16% Rate % 76% Rating Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 14 14

16 DEMOGRAPHICS Non-resident visitors to visiting friends relatives tend to be younger, well-educated but less affluent than non-resident visitors overall. Almost 2/5 (38%) non-residents visiting friends relatives during May to October 2011 were age 55 or older, including only 15% who were 65 years or older. Compared to travellers in general, nonresidents visiting for reasons were more likely to be under 355 years age. visitors travelling by automobile are slightly older than those arriving by air. Three quarters non-residents who visited friends relatives graduated university (51% with an undergraduate degree 23% with a post-graduate degree), while 11% indicated a level education less than high school. travellers were slightly less likely to have a post graduate degree but were otherwise similar to all travellers in general. visitors travelling by air reported higher education levels than those arriving by automobile. Forty-two percent travel parties had average annual household incomes greater than $100,000 while 13% reported incomes less than $40,000. Household income levels for those non-residents visiting friends relatives were lower when compared to travellers in general. Table 28 Age All Visitors Visiting Friends Relatives Air Auto Under 35 20% 28% 29% 26% % 14% 14% 12% % 20% 22% 17% % 23% 23% 24% 65 Over 19% 15% 13% 20% Table 29 Education All Visitors Visiting Friends Relatives Air Auto High School or Less 9% 11% 9% 18% Community/ Technical College 13% 15% 14% 18% University 51% 51% 53% 47% Post Graduate 27% 23% 24% 17% Table 30 Annual Household Income (May to October) visitors travelling by air reported higher household income levels than those arriving by automobile. All Visitors Visiting Friends Relatives Air Auto Less than $40,000 8% 13% 12% 14% $40,000 - $69,999 21% 24% 22% 31% $70,000 - $99,999 22% 22% 21% 25% $100,000 - $149,999 25% 20% 20% 20% $150,000 or more 24% 22% 25% 11% Department 2011 Exit Survey: Prile Non-residents Visiting Friends Relatives 15 15