Maryland Office of Tourism Development & Marriner Marketing Ad - - PowerPoint PPT Presentation

Research prepared for Maryland Office of Tourism Development & Marriner Marketing by:

Ad Effectiveness & ROI Study (Pre-Campaign)

Presentation of Findings July 2019

Maryland Office of Tourism Development & Marriner Marketing

Maryland Offic e o f T

• urism De ve lo pme nt & Marrine r Marke ting – Ad E

ffe c tive ne ss & ROI S tudy (Pre -Campaign Aware ne ss)

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Re se a rc h Ove rvie w

In this presentation we will review the findings of a study of American leisure travelers from key markets conducted by Destination Analysts on behalf of the Maryland Office of Tourism & Development and its agency, Marriner Marketing. This online survey‐based research was conducted before the commencement of the Maryland Office of Tourism & Development’s FY 2019 advertising campaign. The primary objective of this pre and post study was to measure impact and awareness of the Maryland Office of Tourism’s media campaign as well as identify key drivers for overnight visitation to the state. Additionally, the research was designed to benchmark travelers’:

• Awareness of and familiarity with Maryland as a leisure travel destination
• Rates of past visitation and likelihood to visit the state in the future
• Current perceptions of the state as a leisure travel destination
• Motivations for visiting Maryland and trip activities desired
• Awareness of Maryland travel advertising
• Earned and paid media recall

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Me thodolog y

Destination Analysts worked closely with Marriner Marketing to develop a questionnaire to address these informational goals as well other insights desired. Using the domestic panel of survey sample provider Dynata, an online survey invitation was sent to adult Americans from Maryland’s key feeder markets (DMAs): Baltimore, Cincinnati, Cleveland, Columbus, District of Columbia, Harrisburg/Lancaster, New York, Philadelphia and Pittsburgh. Albany was also included in the survey sample to serve as a control market to ensure any measurable brand lift observed in the markets of study in the post‐campaign survey can be attributed to the advertising campaign and not other external factors. Respondents were then screened for the following qualifications: Diversity in the sample was important so the survey sampling strategy targeted a mix of respondents by gender, age and ethnicity. The survey was fielded February 13th through March 13th, 2019. In total, 1,605 complete surveys were collected.

• Aged between 25‐72 years old
• Minimum household income of $60K
• Traveled overnight for leisure in the last 12 months
• Stayed in hotel accommodations at least one night for one or more leisure trips in the past year

DETAILED FINDINGS

RESPONDENT PROFILE

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Ove rnig ht L e isure T rips/ Ac c ommoda tions Use d for Pa st Ove rnig ht T rips

Figure 1: Overnight Leisure Trips Taken in Past Year

Question: In the past 12 months, how many overnight leisure trips have you taken? Please include only OVERNIGHT trips of 50 miles or more (one way) from your home. Base: All respondents. 1,605 responses.

11.1% 21.5% 19.7% 15.4% 10.1% 7.7% 2.2% 3.2% 9.1% 0% 10% 20% 30% 40% 1 2 3 4 5 6 7 8 9 or more Mean = 4.1

Figure 2: Accommodations Used for Past Overnight Trips

Question: Which type(s) of accommodations did you stay in on these overnight leisure trips? (Select all that apply) Base: All respondents. 1,605 responses.

4.9% 3.0% 3.0% 7.3% 7.4% 10.8% 14.3% 16.7% 24.0% 29.7% 93.8% 0% 20% 40% 60% 80% 100% Other Sailing vacation (bareboat or captained charters) Campground Cabin, lodge or cottage Bed‐and‐breakfast Vacation home rental Airbnb or similar peer‐to‐peer lodging Motel Resort Private residence of friend or family member Hotel

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Antic ipa te d Ove rnig ht T rips/ Antic ipa te d Ove r nig ht T rips to Out- of- Sta te De stina tions

Figure 3: Anticipated Overnight Trips in the Next Year

Question: In the next 12 months, how many overnight leisure trips do you plan to take? Please include only OVERNIGHT trips of 50 miles or more (one way) from your home. Base: All respondents. 1,605 responses.

11.3% 24.0% 20.6% 14.6% 9.0% 7.1% 1.8% 2.5% 9.0% 0% 10% 20% 30% 40% 1 2 3 4 5 6 7 8 9 or more Mean = 4.0

Figure 4: Anticipated Overnight Trips to Out‐of‐State Destinations in the Next Year

Question: How many of these overnight leisure trips will be to destinations outside your primary state of residence? Base: All respondents. 1,605 responses.

2.5% 15.1% 25.2% 20.4% 13.3% 7.3% 4.4% 2.2% 2.7% 6.8% 0% 10% 20% 30% 40% 1 2 3 4 5 6 7 8 9 or more Mean = 3.5

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13.8% 14.0% 16.6% 19.2% 19.3% 21.9% 22.3% 30.3% 31.0% 31.9% 31.1% 31.0% 34.4% 34.4% 37.0% 34.2% 38.3% 36.2% 39.6% 36.9% 42.5% 32.2% 38.7% 27.9% 5.4% 6.9% 7.3% 7.5% 9.1% 10.6% 13.2% 12.1% 12.8% 14.1% 18.0% 21.9% 19.4% 20.0% 17.7% 20.5% 17.9% 22.2% 20.0% 26.2% 28.6% 40.1% 41.4% 56.2% 0% 20% 40% 60% 80% 100% Access to professional sports A destination that is easy to add on to a business trip Music festivals A stop between two destinations One‐of‐a‐kind shopping experiences Local breweries/distilleries/wineries Theme parks/family‐friendly activities A wealth of arts institutions and cultural events Cultural events A destination where it is easy to extend my trip if need be Local seafood Discounts for hotels/attractions A variety of outdoor activities Museums and historical sites An ideal destination for a holiday weekend Unique cultural history and heritage A diverse culinary scene featuring local favorites Scenic drives Distinctive towns and neighborhoods An abundant coastline and water‐based activities Varied landscapes and natural beauty Opportunities to bond with my family Opportunities to relax Safety 4 5 – Very important

Importa nc e of Attribute s to De stina tion Se le c tion Proc e ss

Figure 5: Importance of Attributes to Destination Selection Process – Top Two Box Score

Question: Please think about your process for selecting destinations to visit for your overnight leisure trips. How important are each of the following attributes and offerings to you? Please evaluate each using the five‐point scale below in which “1” represents “totally unimportant” and “5” represents “very important.” Base: All respondents. 1,605 responses.

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Sourc e s of De stina tion Inspira tion/ T ra ve l Pla nning Re sourc e s

Figure 6: Sources of Destination Inspiration

Question: How do you typically get ideas for destinations to visit for leisure? (Select all that apply) Base: All respondents. 1,605 responses.

7.5% 2.4% 2.7% 3.1% 3.5% 4.1% 5.4% 7.7% 10.3% 11.0% 11.7% 13.1% 13.3% 13.4% 13.7% 13.8% 14.1% 16.1% 18.7% 20.1% 22.7% 28.1% 29.0% 36.6% 49.2% 59.7% 0% 20% 40% 60% 80% Other Podcasts Radio program(s)—streaming Radio advertising—streaming Radio program(s)—traditional Radio advertising—traditional Blogs Video—online Advertising on social networking sites Email newsletter(s) Travel agencies—traditional Television program(s)—streaming Films/movies Advertising ‐ televised Posts from those I follow on social networking sites Advertising—online Travel‐planning apps Advertising—in print Television program(s)—traditional broadcast Magazine/newspaper article—online Travel agencies—online Magazine/newspaper article—in print Official destination/tourism websites Travel‐planning websites Online searches Friends/family through direct contact 1.2% 1.2% 1.6% 1.8% 2.1% 2.4% 2.9% 5.9% 6.0% 6.3% 7.1% 9.5% 10.4% 11.3% 12.9% 14.1% 14.5% 16.2% 16.8% 17.8% 18.4% 18.6% 26.3% 29.0% 30.5% 36.0% 50.8% 0% 20% 40% 60% Tumblr FlyerTalk Hipmunk Snapchat Skyscanner HotelTonight Twitter Instagram Lonely Planet Pinterest Fodors.com Hotwire Travelzoo YouTube Yelp trivago Facebook Priceline Orbitz Booking.com KAYAK Airbnb or similar vacation rental site Travelocity Hotels.com Google Maps Expedia TripAdvisor

Figure 7: Travel Planning Resources

Question: Which of the following resources do you use to plan leisure travel? (Select all that apply) Base: All respondents. 1,605 responses.

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Public a tions T ra ve le rs Re a d

Figure 8: Publications Travelers Read

Question: Which of the following publications do you read (digital or print)? (Select all that apply) Base: All respondents. 1,605 responses.

41.7% 9.1% 2.5% 2.6% 2.8% 3.4% 3.4% 4.4% 4.6% 5.1% 6.4% 9.5% 9.6% 10.1% 11.6% 13.9% 17.7% 25.5% 0% 20% 40% 60% None of these Other EBONY Outside AFAR Sunset Nature Conservancy ESSENCE History Men’s Journal Economist Smithsonian Southern Living National Geographic Traveler Condé Nast Traveler Food & Wine Better Homes and Gardens Travel + Leisure

MARYLAND’S COMPETITIVE SITUATION

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T

• p- of- Mind De stina tions with Ma ryla nd’s Attribute s/ F

a milia rity

Figure 9: Top‐of‐Mind East Coast Destinations with Maryland’s Attributes (Unaided)

Question: Please think about the East Coast of the United States as a region for overnight leisure

• travel. Now think about travel destinations within the East Coast that specifically feature the following

attributes: Abundant land and water‐based outdoor activities, Varied landscapes—from cities to oceans to mountains, A diverse culinary scene featuring seafood and other local favorites, Rich in history and historic sites, Welcoming culture. Please list the first three East Coast STATES that come to mind as fitting this description. Base: All respondents. 1,573 responses.

1.6% 4.5% 4.5% 5.2% 6.1% 6.8% 7.4% 10.6% 20.8% 22.6% 23.5% 26.7% 27.4% 27.8% 28.1% 28.5% 29.6% 0% 10% 20% 30% 40% Washington D.C. Rhode Island New Hampshire Delaware Vermont Connecticut Georgia Pennsylvania New Jersey Maryland South Carolina North Carolina Massachusetts Virginia Maine Florida New York

8.0% 9.9% 11.1% 11.4% 11.7% 13.6% 14.8% 15.5% 17.4% 18.1% 13.4% 21.0% 25.2% 25.6% 27.1% 25.4% 31.8% 30.1% 28.2% 36.8% 51.5% 2.4% 2.9% 2.4% 2.6% 3.5% 3.3% 3.5% 4.0% 2.9% 3.8% 11.7% 4.8% 5.1% 5.3% 6.7% 13.9% 11.6% 17.0% 20.1% 22.9% 13.6% 0% 10% 20% 30% 40% 50% 60% 70% Illinois Michigan Rhode Island New Hampshire West Virginia Vermont Connecticut Georgia Delaware Maine Ohio South Carolina Massachusetts North Carolina Virginia Maryland District of Columbia Pennsylvania New Jersey New York Florida I know a lot about this state as a leisure destination. I know almost everything about this state as a leisure destination.

Figure 10: Familiarity with Leisure Offerings

Question: How much do you know about each of the following as a destination for leisure travel? Base: All respondents. 1,605 responses.

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1.0% 10.5% 10.9% 11.0% 11.8% 13.6% 15.2% 15.8% 19.4% 22.6% 24.3% 24.8% 26.4% 27.5% 27.6% 33.7% 35.0% 38.5% 48.7% 53.6% 57.9% 59.8% 0% 20% 40% 60% 80% None of the above Vermont Rhode Island New Hampshire Michigan Illinois West Virginia Maine Georgia Ohio Connecticut Delaware South Carolina Massachusetts North Carolina District of Columbia Virginia Maryland New Jersey Pennsylvania New York Florida

Sta te s Visite d for L e isure in Pa st F ive Ye a rs/ L ike lihood to Visit in the Ne xt Ye a r

Figure 11: States Visited for Leisure in Past Five Years

Question: In the past five years, which of the following have you taken a leisure trip within? (Select all that apply) Base: All respondents. 1,605 responses.

10.0% 10.2% 9.0% 10.0% 10.4% 10.3% 10.4% 13.7% 8.3% 15.7% 12.4% 15.7% 16.5% 18.5% 17.6% 16.6% 14.4% 17.1% 18.9% 20.2% 18.9% 5.3% 5.8% 7.5% 6.8% 6.5% 8.7% 12.2% 11.0% 17.4% 10.2% 13.7% 14.4% 13.8% 16.4% 17.9% 23.1% 25.6% 31.2% 33.3% 41.5% 43.4% 0% 10% 20% 30% 40% 50% 60% 70% Michigan New Hampshire Vermont Illinois Rhode Island West Virginia Connecticut Maine Ohio Georgia Delaware Massachusetts South Carolina North Carolina Virginia District of Columbia Maryland New Jersey Pennsylvania New York Florida 4 5 — Definitely WILL visit

Figure 12: Likelihood to Visit in the Next Year

Question: On a five‐point scale, where “1” represents “Definitely will NOT visit” and “5” represents “Definitely WILL visit,” what is the likelihood that you will visit each of the following in the next year? Base: All respondents. 1,605 responses.

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1.0% 1.0% 1.0% 1.5% 1.6% 1.7% 1.8% 1.8% 1.9% 2.6% 4.0% 4.0% 4.4% 4.4% 4.7% 5.6% 9.6% 9.6% 15.1% 15.3% 0% 5% 10% 15% 20% To visit Annapolis Inner Harbor Crabs Beautiful Relaxing Passing through History Interesting/New Sporting Events To visit Baltimore Outdoor Activities To explore/experience Maryland Dining/Seafood Lots to do and see Vacation To visit Ocean City Beach/Coast A good/enjoyable place Convenient location Family/Friends in the state

Re a sons for Be ing L ike ly to Visit Ma ryla nd in the Ne xt Ye a r

Question: In a previous question, you responded that you were likely to visit Maryland in the next year. Please briefly share and describe your reason(s). Base: All respondents. 602 responses.

Figure 13: Reasons for Being Likely to Visit Maryland in the Next Year

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Re a sons for Be ing L ike ly to Visit Ma ryla nd in the Ne xt Ye a r

Figure 14: Advertising Recall (Past 6 Months)—Aided

Question: Which of the following have you seen or heard travel‐related advertising for in the past three to six months? (Select all that apply) Base: All respondents. 1,605 responses.

Adve rtising Re c a ll (Pa st 6 Months)— Aide d

42.9% 33.8% 20.1% 16.7% 16.6% 14.2% 13.9% 12.7% 11.4% 10.4% 9.4% 8.3% 8.2% 8.0% 7.9% 7.3% 6.9% 5.3% 3.4% 3.2% 2.6% 29.9% $76 $70 $35 $37 $0 $10 $20 $30 $40 $50 $60 $70 $80 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Ad Recall Rate Marketing Budget (Million)

THE MARYLAND DESTINATION BRAND

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• p- of- Mind Assoc ia tions with Ma ryla nd (Una ide d)

Figure 15: Top‐of‐Mind Associations with Maryland (Unaided)

Question: Now please think specifically about the state of Maryland as a place to visit for leisure trips. What first comes to mind? Even if you are unfamiliar with Maryland as a leisure travel destination, please respond according to your current perceptions. Base: All respondents. 1,503 responses.

2.1% 2.2% 2.2% 3.7% 3.9% 4.4% 4.8% 5.4% 6.9% 7.2% 8.1% 8.5% 14.8% 15.2% 17.7% 22.9% 30.0% 34.8% 0% 10% 20% 30% 40% Shopping Education Scenic landscapes National/State Parks Aquarium/Zoo District of Columbia Accessible Professional Sports Outdoor recreation Inner Harbor Chesapeake Bay History Annapolis, MD Crabs Restaurants/Food Ocean City, MD Ocean/Beach Baltimore, MD

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Ma ryla nd Ad Re c a ll: Adve rtising Me dium/ E a rne d Me dia Re c a ll

59.7% 1.7% 0.7% 1.5% 1.9% 2.6% 2.6% 3.2% 3.5% 3.6% 3.8% 4.2% 5.3% 5.9% 6.2% 6.2% 6.9% 7.3% 10.0% 11.9% 13.4% 0% 20% 40% 60% 80% I don’t remember Other Podcasts Blogs Radio program—streaming Films/movies Email newsletter(s) Video—online (YouTube, etc.) Travel‐planning apps Travel agencies—traditional Radio program—traditional Television program—streaming Travel agencies—online Official destination/tourism websites Travel‐planning websites Magazine/newspaper article—online Social media Online searches Magazine/newspaper article—in print Television program—traditional Friends/family through direct contact

Figure 17: Earned Media Recall

Question: Other than advertising, do you recall recently seeing, hearing and/or reading about the state of Maryland as a travel destination in any of the following? (Select all that apply) Base: All respondents. 1,605 responses. 4.6% 1.6% 1.9% 2.1% 3.8% 3.8% 5.4% 6.4% 6.6% 7.2% 7.8% 7.9% 8.1% 8.9% 9.5% 11.1% 11.8% 12.0% 13.8% 17.2% 17.7% 19.9% 24.5% 24.9% 33.0% 50.8% 0% 20% 40% 60% I don't remember Other Snapchat Podcast Blog App Twitter Pinterest Email newsletter Video—online Other website Smartphone or other mobile channel Radio—streaming Other social media Instagram Event Travel agency—online Billboard/bus ad/train Search engine Newspaper Radio—traditional Television¬—streaming Facebook Travel‐related website Magazine Television—traditional

Figure 16: Maryland Ad Recall—Advertising Medium

Question: In the previous question, you indicated that you have recently seen or heard advertising for

• Maryland. Where did you see or hear this advertising? Base: All respondents. 1,605 responses.

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Pa g e 19 12.9% 15.1% 17.0% 20.2% 22.0% 21.8% 24.8% 25.7% 24.2% 27.6% 26.6% 26.1% 32.3% 29.9% 29.9% 32.4% 31.9% 31.7% 34.6% 32.5% 34.4% 35.7% 32.0% 27.5% 7.3% 7.2% 8.0% 10.8% 10.3% 13.8% 12.1% 12.2% 17.3% 18.5% 19.6% 20.7% 15.5% 19.1% 19.4% 17.5% 18.1% 20.0% 17.4% 19.7% 18.8% 19.2% 34.5% 52.5% 0% 20% 40% 60% 80% 100% One‐of‐a‐kind shopping experiences Music festivals Fun theme parks and family‐friendly activities Local breweries/distilleries/wineries Discounts for hotels and attractions A destination that is easy to add on to a business trip Cultural events A wealth of arts institutions and cultural events Access to professional sports An ideal destination for a holiday weekend A stop between two destinations Opportunities to bond with my family Safety Opportunities to relax and recharge A destination where it is easy to extend my trip if need be Unique cultural history and heritage Scenic drives Museums and historical sites A diverse culinary scene featuring local favorites Varied landscapes and natural beauty Distinctive towns and neighborhoods A variety of outdoor activities An abundant coastline and water based activities Local seafood

4 5 – Strongly associate with Maryland

Ma ryla nd De stina tion Attribute Assoc ia tion Ra ting

Figure 18: Maryland Destination Attribute Association Rating—Top Two Box Score

Question: Please rate Maryland for each of the following attributes using the five‐point scale below, in which “1” represents “Do not associate at all with Maryland” and “5” represents “Strongly associate with Maryland.” Base: All respondents. 1,605 responses.

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5.4% 5.9% 7.1% 8.1% 10.8% 12.3% 12.3% 13.1% 13.5% 13.8% 14.0% 16.2% 18.3% 20.2% 20.4% 21.2% 21.6% 24.0% 24.7% 25.4% 26.8% 28.2% 28.4% 40.0% 52.7% 0% 20% 40% 60% Other One‐of‐a‐kind shopping experiences A destination that is easy to add on to a business trip Music festivals Fun theme parks and family‐friendly activities Access to professional sports A destination where it is easy to extend my trip A wealth of arts institutions and cultural events Deals and discounts for hotels and attractions Cultural events Local breweries/distilleries/wineries A stop between two destinations Safety An ideal destination for a holiday weekend A diverse culinary scene featuring local favorites A variety of outdoor activities Unique cultural history and heritage Opportunities to bond with my family Distinctive towns and neighborhoods Varied landscapes and natural beauty Scenic drives Opportunities to relax and recharge Museums and historical sites An abundant coastline and water‐based activities Local seafood

Most Motiva tiona l Attribute s for Visiting Ma ryla nd

Figure 19: Most Motivational Attributes for Visiting Maryland

Question: Which of the following attributes of Maryland most motivate you to take an overnight leisure trip in the state? (Select all that apply) Base: All

• respondents. 1,605 responses.

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41.5% 35.6% 22.3% 46.2% 20.1% 31.0% 25.1% 37.9% 36.9% 49.3% 79.9% 32.3% 54.9% 51.6% 46.1% 49.9% 52.0% 50.0% 53.1% 66.5% 52.2% 46.7% 49.0% 47.7% 19.2% 20.9% 23.8% 26.7% 28.4% 32.5% 35.5% 42.4% 43.8% 46.0% 49.1% 52.9% 53.8% 54.3% 54.7% 54.7% 56.3% 58.4% 59.6% 63.1% 71.1% 72.3% 80.1% 84.1% 0% 20% 40% 60% 80% 100% Highly associate MD with this attribute Important to Destination Selection Process

Assoc ia tions with Ma ryla nd vs. Importa nc e to De stina tion Se le c tion Proc e ss

Questions: 1. Please think about your process for selecting destinations to visit for your overnight leisure

• trips. How important are each
• f the following attributes

and offerings to you? 2. Please rate Maryland for each

• f the following attributes

using the five‐point scale below, in which “1” represents “Do not associate at all with Maryland” and “5” represents “Strongly associate with Maryland.” Base: All respondents. 1,605 responses.

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Inspiring T ra ve l to Ma ryla nd

Figure 21: Inspiring Travel to Maryland—% of Respondents who ranked each statement #1 in Terms of Inspiring Visitation to the State

Question: Please rank the following statements based on how much they inspire you to take a leisure trip to

• Maryland. Please select and rank the top three statements from most inspirational (1) to least inspirational (3) by dragging

a statement to the appropriate number on the right. Base: All respondents. 1,605 responses.

9.0% 9.2% 18.7% 22.8% 40.2% 0% 20% 40% 60%

Our sense of pride, authenticity and community is not just for locals—it’s extended to all who visit Maryland. In Maryland, we pride ourselves on inclusivity and are open for any and all people who wish to visit here. If you’re looking for a water experience, the Chesapeake Bay is one of the Maryland’s most treasured natural wonders. From mountains to cities to the coast, you’ll find it easy to get around and experience our vast, breathtaking geography by land or water. Seafood is the star of Maryland’s culinary scene, with steaming crabs, fresh trout, local oysters, rockfish and more.

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De te rre nts to Visiting Ma ryla nd

Question: In a previous question, you responded that you were unlikely to visit Maryland in the next year. Which best describes the reason(s)? (Select all that apply) Base: Respondents who said they are unlikely to visit Maryland in the upcoming year. 373 responses.

5.1% 2.4% 4.2% 5.1% 7.1% 7.5% 7.8% 8.1% 12.8% 14.3% 14.5% 25.9% 54.5% 0% 20% 40% 60% Other Maryland is too difficult to get to A trip to Maryland is too expensive Maryland is not safe I recently visited Maryland There is not enough to do in Maryland Personal financial reasons Maryland is too far from home Maryland is not exciting Not enough personal vacation time I'm not interested in what Maryland offers as a travel experience I don't know enough about Maryland Other destinations are more appealing

THE IDEAL MARYLAND TRIP

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Me thod of Arriva l / L e ng th of Sta y in Ma ryla nd

Figure 23: Method of Arrival

Question: If you were to take a leisure trip in Maryland, how would you most likely arrive? Base: All respondents. 1,605 responses.

1.9% 0.2% 0.5% 1.2% 3.5% 7.5% 8.9% 76.3% 0% 20% 40% 60% 80% 100% Other Bicycle Motorcycle Bus Train Airplane Rental car Personal auto

Figure 24: Length of Stay in Maryland

Question: If you were to take a leisure trip in Maryland, how long would you stay? Base: All respondents. 1,605 responses.

3.0 3.7 0.0 1.0 2.0 3.0 4.0 Nights Days

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1.9% 0.5% 2.8% 6.4% 8.1% 8.7% 9.0% 10.1% 11.1% 14.2% 81.0% 0% 20% 40% 60% 80% 100% Other Sailing vacations (bareboat or captained charters) Campground Cabin, lodge or cottage Vacation home rental Private residence of friend or family member Bed‐and‐breakfast Airbnb or similar peer‐to‐peer lodging Resort Motel Hotel

Pla c e of Sta y / T ra ve l Pa rty Composition

Figure 25: Place of Stay

Question: If you were to take a leisure trip in Maryland, in which type of accommodations would you most likely stay? (Select all that apply) Base: All respondents. 1,605 responses.

Figure 26: Travel Party Composition

Question: If you were to take a leisure trip in Maryland, who would most likely travel with you? (Select all that apply) Base: All respondents. 1,605 responses.

0.7% 5.3% 5.3% 8.5% 10.0% 13.4% 14.4% 18.7% 76.4% 0% 20% 40% 60% 80% Grandparents No one (on my own) Parents Other family members Children under age 18 (others) Children under age 18 (my own) Adult children Friend(s) Spouse or significant other

Maryland Offic e o f T

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ffe c tive ne ss & ROI S tudy (Pre -Campaign Aware ne ss)

Pa g e 27

4.7% 4.5% 2.5% 3.1% 3.3% 5.0% 6.5% 8.9% 10.2% 10.4% 14.2% 16.3% 22.9% 25.0% 29.1% 33.7% 38.0% 42.8% 42.8% 46.1% 53.6% 58.4% 0% 20% 40% 60% Unsure/I don’t know Other Tennis Jet skiing Motorboating Sailing Golf Fishing Getting a feel for the local personalities Biking Watching professional and/or minor league sports Hiking Swimming Enjoying breweries/distilleries/wineries Arts/cultural activities – museums, theater, etc Shopping Scenic drives Going sightseeing Enjoying the local culinary scene Visiting historical sites Visiting the beach Enjoying local seafood

Ma ryla nd Ac tivitie s

Figure 27: Maryland Activities

Question: If you were to take a leisure trip in Maryland, which of the following would you participate in during your trip? (Select all that apply) Base: All respondents. 1,605 responses.

RESPONDENT DEMOGRAPHICS

Maryland Offic e o f T

• urism De ve lo pme nt & Marrine r Marke ting – Ad E

ffe c tive ne ss & ROI S tudy (Pre -Campaign Aware ne ss)

Pa g e 29

De mog ra phic s

Formal Education Household Income Age Gender Total Likely to Visit Maryland Next Year Unlikely to visit Maryland Next Year Past Visitor Non‐Visitor Mean Age 55.0 53.1 56.3 54.1 55.6 Female 53.3% 56.1% 51.4% 55.6% 51.8% Male 46.3% 43.7% 48.0% 44.2% 47.6% Other 0.4% 0.1% 0.5% 0.1% 0.5% Mean Household Income $110,255 $111,614 $109,351 $111,395 $109,541 Postgraduate work/degree 34.4% 35.1% 33.9% 36.5% 33.0% College graduate 42.6% 43.1% 42.2% 40.5% 43.9% Some college 12.9% 11.9% 13.5% 13.1% 12.7% Trade / technical / vocational training 3.4% 3.8% 3.2% 3.3% 3.5% High school graduate 6.7% 5.9% 7.2% 6.5% 6.9% Some high school 0.1% 0.1% 0.0% 0.1% 0.0% Base 1605 721 884 682 923

Maryland Offic e o f T

• urism De ve lo pme nt & Marrine r Marke ting – Ad E

ffe c tive ne ss & ROI S tudy (Pre -Campaign Aware ne ss)

Pa g e 30

De mog ra phic s— Continue d

Children Marital Status Ethnicity Orientation Total Likely to Visit Maryland Next Year Unlikely to visit Maryland Next Year Past Visitor Non‐Visitor Single 23.2% 26.0% 21.3% 23.7% 22.9% Married 71.0% 69.7% 71.8% 71.2% 70.9% Domestic partnership 4.7% 2.7% 6.0% 3.7% 5.3% Has children under 18 living in household 23.5% 29.7% 19.3% 27.5% 21.0% Heterosexual 92.4% 92.0% 92.6% 91.1% 93.2% Gay/lesbian/bisexual (LGBTQ) 5.2% 5.2% 5.1% 5.0% 5.3% Other 0.5% 0.7% 0.4% 1.0% 0.2% Caucasian/white 79.7% 71.0% 85.5% 74.4% 83.0% African‐American/black 8.5% 12.7% 5.6% 10.5% 7.2% Asian 7.3% 10.8% 5.0% 10.3% 5.4% Hispanic/Latin American 3.6% 4.1% 3.3% 3.5% 3.7% Native American 0.2% 0.2% 0.2% 0.2% 0.2% Other 0.3% 0.5% 0.2% 0.4% 0.3% Base 1605 721 884 682 923

SUMMARY OF THE TYPICAL TRAVELER IN KEY MARKETS

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

T OT AL AGGRE GAT E

39.4% 38.5% 40.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likey or Certin to Visit Next Year 52.7% 40.0% 28.4% 28.2%

Local seafood Coastline, beaches, and water activities Museums and historical sites Opportunities to relax

13.9% 86.1%

0% 20% 40% 60% 80% 100% Yes No 59.7% 49.2% 36.6% 29.0% 28.1%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l- pla nning we b site Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.1 4.0

42.8% 42.8% 46.1% 53.6% 58.4% 0% 20% 40% 60% 80% Enjoy local culinary scene Going sightseeing Visiting historical sites Visiting the beach Enjoying local seafood

SEGMENT SUMMARIES BY MARKET OF STUDY

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

AL BANY

(CONT ROL MARK E T )

20.8% 19.8% 25.7%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 44.6% 41.6% 30.7% 28.7%

Local seafood Coastline, beaches, and water activities Scenic drives Varied landscapes and natural beauty

7.9% 92.1%

0% 20% 40% 60% 80% 100% Yes No 52.5% 49.5% 27.7% 27.7% 26.7%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le Bro a dc a st te le visio n pro g ra ms

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.7 3.4

41.6% 47.5% 51.5% 51.5% 57.4% 0% 20% 40% 60% 80% Enjoy local culinary scene Going sightseeing Enjoying local seafood Visiting historical sites Visiting the beach

39.4% 38.5% 40.0%

59.7% 49.2% 29.0% 28.1% 18.7%

13.9% 86.1%

53.6% 46.1% 58.4% 42.8% 42.8%

4.1 4.0

52.7% 40.0% 26.8% 25.4%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

BAL T I MORE

95.0% 77.2% 86.1%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 58.4% 49.5% 40.6% 38.6%

Local seafood Coastline, beaches, and water activities Scenic drives A variety of outdoor activities

30.7% 69.3%

0% 20% 40% 60% 80% 100% Yes No 56.4% 41.6% 40.6% 33.7% 25.7%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Bro a dc a st te le visio n pro g ra ms 40.6% 43.6% 49.5% 62.4% 62.4% 0% 20% 40% 60% 80% Scenic drives Enjoy local culinary scene Visiting historical sites Enjoying local seafood Visiting the beach

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

3.9 3.3

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 18.7%

13.9% 86.1%

53.6% 58.4% 46.1% 42.8% 38.0%

4.1 4.0

40.0% 26.8% 21.2% 52.7%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

CI NCI NNAT I

13.0% 22.0% 16.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 48.0% 42.0% 32.0% 29.0%

Local seafood Coastline, beaches, and water activities Scenic drives Varied landscapes and natural beauty

5.0% 95.0%

0% 20% 40% 60% 80% 100% Yes No 69.0% 60.0% 38.0% 31.0% 22.0%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Po sts fro m pe o ple I fo llo w o n so c ia l me dia

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.1 3.4

52.0% 53.0% 55.0% 58.0% 64.0% 0% 20% 40% 60% 80% Scenic drives Visiting the beach Going sightseeing Visiting historical sites Enjoying local seafood

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 13.7% 52.7% 40.0% 26.8% 25.4%

13.9% 86.1%

58.4% 46.1% 42.8% 53.6% 38.0%

4.1 4.0

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

CL E VE L AND

16.0% 19.0% 16.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 45.0% 39.0% 36.0% 35.0%

Local seafood Museums and historical sites Coastline, beaches, and water activities Scenic drives

2.0% 98.0%

0% 20% 40% 60% 80% 100% Yes No 64.0% 49.0% 40.0% 34.0% 32.0%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le T ra ve l- pla nning We b site s 49.0% 52.0% 56.0% 57.0% 61.0% 0% 20% 40% 60% 80% Enjoy local culinary scene Going sightseeing Visiting the beach Enjoying local seafood Visiting historical sites

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

3.4 2.9

4.1 4.0

59.7% 49.2% 29.0% 28.1% 36.6% 52.7% 28.4% 40.0% 26.8%

46.1% 58.4% 53.6% 42.8% 42.8%

39.4% 38.5% 40.0% 13.9% 86.1%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

4.0% 96.0%

0% 20% 40% 60% 80% 100% Yes No

COL UMBUS

19.0% 20.0% 19.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 48.0% 37.0% 32.0% 30.0%

Local seafood Unique cultural history Coastline, beaches, and water activities Museums and historical sites 63.0% 52.0% 34.0% 26.0% 23.0%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Online ma g a zine / ne wspa pe r a rtic le

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.1 3.2

45.0% 46.0% 49.0% 52.0% 55.0% 0% 20% 40% 60% 80% Visiting the beach Scenic drives Going sightseeing Enjoying local seafood Visiting historical sites

4.1 4.0

46.1% 58.4% 42.8% 38.0% 53.6%

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 20.1%

13.9% 86.1 %

52.7% 21.6% 40.0% 28.4%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

DI ST RI CT OF COL UMBI A

87.0% 71.6% 81.9%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 60.2% 43.5% 35.1% 34.8%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Museums and historical sites

31.1% 68.9%

0% 20% 40% 60% 80% 100% Yes No 63.5% 47.5% 30.4% 28.8% 28.8%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le 42.5% 42.8% 43.8% 55.2% 59.2% 0% 20% 40% 60% 80% Going sightseeing Visiting historical sites Enjoy local culinary scene Visiting the beach Enjoy local seafood

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.6 4.1

52.7% 40.0% 28.2% 28.4%

4.1 4.0

58.4% 53.6% 42.8% 46.1% 42.8%

59.7% 49.2% 36.6% 29.0% 28.1%

39.4% 38.5% 40.0% 13.9% 86.1 %

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

HARRI SBURG/ L ANCAST E R

59.0% 64.0% 72.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 63.0% 52.0% 39.0% 30.0%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Scenic drives

25.0% 75.0%

0% 20% 40% 60% 80% 100% Yes No 64.0% 53.0% 46.0% 32.0% 28.0%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.5 3.5

41.0% 42.0% 42.0% 60.0% 65.0% 0% 20% 40% 60% 80% Enjoy local culinary scene Scenic drives Visiting historical sites Visiting the beach Enjoy local seafood

59.7% 49.2% 36.6% 29.0% 28.1% 52.7% 40.0%

58.4% 53.6% 46.1% 38.0% 42.8%

4.1 4.0 39.4% 38.5% 40.0%

28.2% 26.8%

13.9% 86.1 %

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

NE W YORK

24.7% 27.1% 26.4%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 49.8% 32.4% 25.8% 21.1%

Local seafood Coastline, beaches, and water activities Museums and historical sites Opportunities to relax and recharge

6.4% 93.6%

0% 20% 40% 60% 80% 100% Yes No 55.2% 44.8% 37.5% 31.4% 25.4%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l pla nning we b site s Print ma g a zine / ne wspa pe r a rtic le Offic ia l de stina tio n we b site s 37.5% 39.1% 42.5% 47.8% 56.9% 0% 20% 40% 60% 80% Going sightseeing Enjoy local culinary scene Visiting historical sites Visiting the beach Enjoy local seafood

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

3.9 3.4

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 52.7% 40.0%

13.9% 86.1%

58.4% 53.6% 46.1% 42.8% 42.8%

4.1 4.0

28.1% 29.0% 28.4% 28.2 %

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

PHI L ADE L PHI A

38.7% 43.3% 39.7%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 56.7% 51.0% 32.7% 30.0%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Opportunities for family time

19.0% 81.0%

0% 20% 40% 60% 80% 100% Yes No 64.0% 56.3% 38.7% 30.0% 26.7%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Online tra ve l a g e nc ie s

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.1 3.6

43.3% 45.3% 45.7% 55.3% 61.0% 0% 20% 40% 60% 80% Visiting historical sites Going sightseeing Enjoy local culinary scene Visiting the beach Enjoy local seafood

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 22.7% 52.7% 40.0%

58.4 % 53.6% 42.8% 42.8% 46.1%

4.1 4.0

28.2% 24.0%

13.9% 86.1%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

58.1% 57.1% 41.0% 31.4% 22.9%

Pittsb urg h

36.2% 32.4% 40.0%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 52.4% 45.7% 39.0% 35.2%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Opportunities for family time

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le

19.0% 81.0%

0% 20% 40% 60% 80% 100% Yes No

44.8% 45.7% 52.4% 57.1% 72.4% 0% 20% 40% 60% 80% Visiting historical sites Enjoy local culinary scene Going sightseeing Enjoy local seafood Visiting the beach

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.6 4.0

4.1

53.6% 58.4% 42.8% 42.8% 46.1%

39.4% 38.5% 40.0%

49.2% 59.7% 36.6% 29.0% 20.1% 52.7% 42.8% 28.2% 24.0%

13.9% 86.1% 4.0

SEGMENT SUMMARIES BY LIKELIHOOD TO VISIT MARYLAND NEXT YEAR FOR LEISURE

Maryland Offic e o f T

• urism De ve lo pme nt & Marrine r Marke ting – Ad E

ffe c tive ne ss & ROI S tudy (Pre -Campaign Aware ne ss)

Pa g e 45

L ike lihood to Visit Ma ryla nd Ne xt Ye a r by Ma rke t

Question: On a five‐point scale, where “1” represents “Definitely will NOT visit” and “5” represents “Definitely WILL visit,” what is the likelihood that you will visit each of the following in the next year? Base: All respondents. 1,605 responses.

16.0% 16.0% 19.0% 25.7% 26.4% 39.7% 40.0% 72.0% 81.9% 86.1% 0% 20% 40% 60% 80% 100% Cincinnati Cleveland Columbus Albany New York Philadelphia Pittsburgh Harrisburg DC Baltimore

Top‐Two Box Score (% who said they are “Certain” or “Very likely” to visit Maryland in the upcoming year)

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Re a so ns fo r Hig h L ike liho o d o f Visiting MD F a milia rity & Pa st Visita tio n to Ma ryla nd T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD T

• p Ma rke ts o f Study L

ike ly to Visit MD Ne xt Ye a r (Outside Ba ltimo re )

L I K E L Y T O VI SI T MARYL AND

70.9% 68.9%

0% 20% 40% 60% 80%

Familiar with MD's Leisure Product Visited MD (Past 5 years) 58.1% 46.4% 37.2% 34.7%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Scenic drives

28.1% 71.9%

0% 20% 40% 60% 80% 100% Yes No

F rie nds/ fa mily in the sta te

(15.3%)

Conve nie nt loc a tion

(15.1%)

Be a c h/ Coa st

(9.6%) (Data sho wn he re is re fle c tive o f trave le rs who said the y are ve ry like ly o r c e rtain to visit Maryland in the ne xt ye ar)

61.0% 50.8% 40.9% 32.7% 30.3%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l-pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / ne wspa pe r a rtic le 43.1% 45.8% 47.4% 61.9% 62.6% 0% 20% 40% 60% 80% Going sightseeing Enjoy local culinary scene Visiting historical sites Visiting the beach Enjoying local seafood

• Distric t of Columbia (81.9%)
• Ha rrisburg (72.0%)
• Pittsburg h (40.0%)

40.0% 39.4% 38.5%

49.2% 59.7% 36.6% 29.0% 20.1% 52.7% 42.8% 28.2% 26.8%

13.9% 86.1%

58.4% 53.6% 46.1% 42.8% 42.8%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity & Pa st Visita tio n to Ma ryla nd T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD T

• p Ma rke ts o f Study L

e a st L ike ly to Visit MD Ne xt Ye a r

• Cinc inna ti (84.0%)
• Cle ve la nd (84.0%)
• Columbus (81.0%)

UNL I K E L Y T O VI SI T MARYL AND

18.4% 18.3%

0% 20% 40% 60% 80%

Familiar with MD's Leisure Product Visited MD (Past 5 years) 49.0% 35.8% 26.2% 22.2%

Local seafood Coastline, beaches, and water activities Museums and historical sites Opportunities to relax and recharge

4.3% 95.7%

0% 20% 40% 60% 80% 100% Yes No

(Data sho wn he re is re fle c tive o f trave le rs who said the y are unlike ly o r c e rtain no t to visit Maryland in the ne xt ye ar)

58.8% 48.2% 33.7% 26.7% 26.6%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l- pla nning we b site s Print ma g a zine / ne wspa pe r a rtic le Offic ia l de stina tio n we b site s

40.7% 42.5% 45.2% 48.0% 55.5% 0% 20% 40% 60% Enjoy local culinary scene Going sightseeing Visiting historical sites Visiting the beach Enjoying local seafood

Othe r de stina tions a re more a ppe a ling (54.5%) Don’t know e noug h a bout Ma ryla nd (25.9%) Not inte re ste d in wha t MD offe rs

(14.5%)

25.1% 39.4% 38.5%

49.2% 59.7% 36.6% 20.1% 29.0% 52.7% 42.8% 28.2% 28.4%

13.9% 86.1%

58.4% 53.6% 46.1% 42.8% 42.8%

SEGMENT SUMMARIES BY GENERATION

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths)

T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p-o f-Mind Asso c ia tio ns with Ma ryla nd

Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

YOUNGE R MI L L E NNI AL

46.7% 44.5% 51.2%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 35.7% 29.2% 28.0% 28.0%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Opportunities for family time

12.1% 87.9%

0% 20% 40% 60% 80% 100% Yes No

Ocean City Ocean City

Baltimore Baltimore

Ocean/Beach Ocean/Beach

District of Columbia District of Columbia

Restaurants/Food Restaurants/Food

Crabs Crabs

Annapolis Annapolis

Chesapeake Bay Chesapeake Bay Shopping Shopping

Professional Sports

Othe r de stina tions a re more a ppe a ling (69.3%) Don’t know e noug h a bout Ma ryla nd (31.3%) Pe rsona l fina nc ia l re a sons (20.7%)

32.2% 33.7% 37.0% 45.0% 47.5% 0% 20% 40% 60% Going sightseeing Visiting historical sites Enjoy local seafood Enjoy local culinary scene Visiting the beach

(T ra ve le rs a g e d 25-31 ye a rs o ld)

39.4% 38.5% 40.0%

52.7% 42.8% 28.2% 24.0%

13.9% 86.1%

53.6% 42.8% 58.4% 46.1% 42.8%

54.5% 25.9% 7.8%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths)

T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p-o f-Mind Asso c ia tio ns with Ma ryla nd

Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

OL DE R MI L L E NNI AL

42.6% 40.3% 47.2%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 36.2% 35.3% 33.2% 25.3%

Opportunities for family time Local seafood Coastline, beaches, and water activities Museums and historical sites

14.8% 85.2%

0% 20% 40% 60% 80% 100% Yes No

Othe r de stina tions a re more a ppe a ling (49.2%) Ma ryla nd is too fa r from home

(22.7%)

Not e noug h va c a tion time

(21.6%)

Ocean City Ocean City

Baltimore Baltimore

Ocean/Beach Ocean/Beach

Annapolis

Restaurants/Food Restaurants/Food

Crabs Crabs

Inner Harbor Chesapeake Bay

District of Columbia Professional Sports

33.0% 34.4% 38.5% 43.2% 55.8% 0% 20% 40% 60% Shopping Going sightseeing Visiting historical sites Enjoy local seafood Visiting the beach

(T ra ve le rs a g e d 32-39 ye a rs o ld)

39.4% 38.5% 40.0%

24.0% 52.7% 42.8% 28.4%

13.9% 86.1%

53.6% 58.4% 46.1% 42.8% 33.7%

54.5% 8.1% 14.3%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths)

T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p-o f-Mind Asso c ia tio ns with Ma ryla nd

Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

GE N X

45.3% 41.8% 47.2%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likey or Certin to Visit Next Year 45.4% 40.5% 32.0% 27.4%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Scenic drives

14.4% 85.6%

0% 20% 40% 60% 80% 100% Yes No

39.6% 39.6% 40.0% 54.3% 56.4% 0% 20% 40% 60% Scenic drives Visiting historical sites Enjoy local culinary scene Enjoying local seafood Visiting the beach

Othe r de stina tions a re more a ppe a ling (55.5%) Don’t know e noug h a bout Ma ryla nd (36.6%) Ma ryla nd is not e xc iting

(21.8%)

Ocean City Ocean City Baltimore Baltimore

Ocean/Beach Ocean/Beach

Annapolis Restaurants/Food

Restaurants/Food

Crabs Crabs

Chesapeake Bay

Inner Harbor History

(T ra ve le rs a g e d 40-50 ye a rs o ld)

39.4% 38.5% 40.0%

52.7% 42.8% 28.2% 26.8%

13.9% 86.1%

53.6% 58.4% 42.8% 46.1% 38.0%

54.5% 25.9% 12.8%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths)

T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p-o f-Mind Asso c ia tio ns with Ma ryla nd

Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

YOUNGE R BOOME R

39.0% 38.1% 38.9%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 54.0% 35.6% 27.4% 25.7%

Local seafood Coastline, beaches, and water activities Museums and historical sites Opportunities to relax and recharge

13.4% 86.6%

0% 20% 40% 60% 80% 100% Yes No

40.2% 44.0% 45.2% 54.0% 60.2% 0% 20% 40% 60% 80% Enjoy local culinary scene Going sightseeing Visiting historical sites Visiting the beach Enjoying local seafood

Othe r de stina tions a re more a ppe a ling (47.1%) Don’t know e noug h a bout Ma ryla nd (25.2%) Not inte re ste d in wha t MD offe rs

(20.3%)

Baltimore Baltimore

Ocean/Beach Ocean/Beach

Annapolis

Restaurants/Food Restaurants/Food Crabs Crabs

Chesapeake Bay History

Inner Harbor

(T ra ve le rs a g e d 51-61 ye a rs o ld)

Ocean City Ocean City

39.4% 38.5% 40.0%

52.7% 42.8% 28.2% 28.4%

13.9% 86.1%

58.4% 53.6% 46.1% 42.8% 42.8%

54.5% 25.9% 14.5%

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths)

T

• p Ac tivitie s fo r I

de a l MD T rip De te rre nts to Visiting F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p-o f-Mind Asso c ia tio ns with Ma ryla nd

Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

OL DE R BOOME R

33.1% 36.4% 33.5%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 61.0% 46.7% 31.6% 30.7%

Local seafood Coastline, beaches, and water activities Scenic drives Distinctive towns and neighborhoods

13.9% 86.1%

0% 20% 40% 60% 80% 100% Yes No

47.0% 47.2% 52.8% 54.0% 66.3% 0% 20% 40% 60% 80% Enjoy local culinary scene Going sightseeing Visiting historical sites Visiting the beach Enjoying local seafood

Othe r de stina tions a re more a ppe a ling (61.8%) Don’t know e noug h a bout Ma ryla nd (26.7%) Ma ryla nd is not e xc iting

(13.3%)

Ocean City Ocean City

Baltimore Baltimore

Ocean/Beach Ocean/Beach

Annapolis Annapolis Restaurants/Food Restaurants/Food

Crabs Crabs

Chesapeake Bay

History

Inner Harbor

(T ra ve le rs a g e d 62-71 ye a rs o ld)

39.4% 38.5% 40.0%

52.7% 42.8% 26.8% 24.7%

13.9% 86.1%

58.4% 53.6% 46.1% 42.8% 42.8%

54.5% 25.9% 12.8%

SUMMARY OF OTHER TRAVELER SEGMENTS

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

T HE AF RI CAN- AME RI CAN T RAVE L E R

62.0% 47.9% 60.3%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 58.3% 34.7% 34.5% 30.2%

Local seafood Opportunities to relax and recharge Coastline, beaches, and water activities Museums and historical sites 60.4% 37.0% 34.2% 29.1% 29.0%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s Online tra ve l a g e nc ie s T ra ve l- pla nning we b site s Offic ia l de stina tio n we b site s

22.8% 77.2%

0% 20% 40% 60% 80% 100% Yes No

40.7% 46.4% 50.8% 52.9% 64.1% 0% 20% 40% 60% 80% Visiting historical sites Enjoy local culinary scene Visiting the beach Shopping Enjoy local seafood

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.2 3.6

39.4% 38.5% 40.0%

49.2% 59.7% 22.7% 36.6% 29.0% 52.7% 28.2% 40.0% 28.4%

13.9% 86.1%

58.4% 33.7% 53.6% 58.4% 46.1%

4.1 4.0

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

T HE L GBT Q T RAVE L E R

35.7% 37.3% 40.4%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 45.3% 31.8% 31.2% 30.1%

Local seafood Museums and historical sites Coastline, beaches, and water activities Distinctive neighborhoods 50.1% 49.4% 40.4% 37.3% 34.7%

Online se a rc he s F rie nds/ fa mily (dire c t c o nta c t) T ra ve l- pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / Ne wspa pe r a rtic le s

13.6% 86.4%

0% 20% 40% 60% 80% 100% Yes No

44.8% 45.1% 46.6% 52.1% 52.2% 0% 20% 40% 60% 80% Visiting the beach Arts/cultural activities Enjoying the local culinary scene Enjoying local seafood Visiting historical sites

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.3 3.7

39.4% 38.5% 40.0%

49.2% 59.7% 36.6% 29.0% 20.1% 52.7% 28.4% 40.0% 24.7%

13.9% 86.1%

46.1% 58.4% 58.4% 29.1% 53.6%

4.1 4.0

Ma ryla nd Ad Re c a ll (Pa st 6 Mo nths) T

• p Ac tivitie s fo r I

de a l MD T rip Ove rnig ht L e isure T rips T a ke n/ Antic ipa te d

F a milia rity, Pa st Visita tio n & L ike liho o d to Visit Ma ryla nd

T

• p Re so urc e s fo r De stina tio n I

nspira tio n Mo st Mo tiva tio na l Attrib ute s to T a ke Ove rnig ht L e isure T rip to MD

T HE F E MAL E T RAVE L E R

40.2% 40.2% 42.1%

0% 20% 40% 60% 80% 100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit Next Year 53.6% 44.0% 32.5% 29.6%

Local seafood Coastline, beaches, and water activities Opportunities to relax and recharge Opportunities to bond with family 66.0% 48.3% 34.6% 29.4% 27.4%

F rie nds/ fa mily (dire c t c o nta c t) Online se a rc he s T ra ve l- pla nning we b site s Offic ia l de stina tio n we b site s Print ma g a zine / Ne wspa pe r a rtic le s

13.1% 86.9%

0% 20% 40% 60% 80% 100% Yes No

44.9% 44.9% 45.3% 56.9% 60.7% 0% 20% 40% 60% 80% Enjoying the local culinary scene Visiting historical sites Going sightseeing Visiting the beach Enjoying local seafood

T a ke n In T he Pa st Ye a r Antic ipa te d T rips (OUT SIDE prima ry sta te of re side nc e ) in the Ne xt Ye a r

4.1 3.4

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 20.1% 52.7% 40.0% 28.2% 24.0%

13.9% 86.1%

58.4% 53.6% 42.8% 46.1% 58.4%

4.1 4.0

NEXT STEPS:

• FIELD POST-CAMPAIGN SURVEY AFTER LABOR

DAY (WEEK OF SEPTEMBER 2ND)

• RESULTS DELIVERED BY 10/31/19