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North of Boston Tourism Industry Forum Research Presentation January 28, 2017

Explore the economic impact and shifting market trends in North of Boston tourism industry. Analyze data on traveler spending, regional market shares, Visa card data, and more.

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North of Boston Tourism Industry Forum Research Presentation January 28, 2017

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  1. North of Boston Tourism Industry Forum Research Presentation January 28, 2017

  2. Today’s topics… • 2015 topline economic impact numbers • North of Boston share of state tourism economic impact • Overseas market share shifting away from Northeast U.S. • VISA Domestic $$ (State and Super Region) • CYTD2016 data shows slowing of traveler spending growth in MA

  3. Who is considered a traveler??? • One who travels 50 or more miles one way from his/her home or stays overnight (paid) • A TRAVELER ….count as Volume v. count as Spending

  4. Economic Impact of Travel to MA, CY2015

  5. Historic Direct Spending In Massachusetts, CYs 2000-2015 Travel Price Inflation and Population growth

  6. Ranking of States by Economic Impact, 2014

  7. Travel Spending by Domestic/International and Sub-Industry 3rd Largest ????

  8. Jobs Supported by Sub Industries total 135,000! Full, part, seasonal jobs

  9. Taxes Generated by the $20.2 Billion in Spending

  10. MA Monthly State and Local Rooms Occupancy Tax Collections, CY 2016

  11. Domestic….

  12. Loss M/S = Lost $$

  13. Origins of Domestic Travelers to MA, CY2015 MA is a drive market… 75% arrive by auto

  14. Domestic Primary Trip Purpose MA, FY 2015

  15. Domestic Volume to MA by Type, CY 2015

  16. Economic Impact by County, 2015 $1.7 B Federal taxes

  17. Domestic Spending in 2015 by city/town in Essex County

  18. Domestic Spending in 2015 by city/town in Essex County

  19. North of Boston Travel Spending $3.7 Billion!!

  20. International…

  21. Origins of International Travelers to MA, CY2015

  22. Ranking of States by Economic Impact, 2014 13th in 1999 and 2000 Mass and Michigan have changed places several times since 2001

  23. Overseas to MA…Primary Trip Purpose, CY 2015

  24. Loss M/S= Lost $$

  25. Regional Market Shares of Overseas Volume, 2010 to 2015 New England was Down 12% in 2014

  26. VISA Card Spending Data…Bottom up view of traveler impact • Consumer (94%) and Commercial (6%) Cardholder Spend in 2015, 2016 by Qs • Cardholder Counts, Spending, Transactions and CASH • 290 MSAs, 27 Market Segments, 280 Merchant Categories • Northeast data only Domestic

  27. VISA Card Data--- WHAT WE DON’T GET…… • Demographic data such as age, sex, HHI, race • Length of trip, travel party size • VISA market share of all travelers and travelers to your region • Match up with “traveler” definition NOT 100% • Data for Northeast excludes residents of region!!!

  28. VISA spend data does NOT contain…… • Other Cards!....VISA about 35-55% • HOW Cash taken out by VISA cardholders is spent….!!! • Cash taken from origin by traveler • Travelers form within region… >50 miles or stayed Overnight

  29. VISA Domestic Cardholder Spending, Northeast, other Regions, CY2015 Northeast 19% of state 4th highest Spend/Crdhldr All Super Regions EXCLUDE their own residents

  30. Top Originating MSAs for Northeast Super Region, 2015(excludes residents of Northeast Super Region!!)

  31. Top Market Segments Northeast, 2015

  32. Top Market Segments Northeast by Cardholder Count , 2015

  33. Top Merchant Categories Northeast by Cardholder Counts, 2015

  34. Selected MSAs to Northeast, 2015

  35. Selected Market Segments-Atlanta MSA to Northeast, 2015

  36. Merchant Category-Grocery Stores to Northeast, 2015

  37. VISA Domestic Spending by Selected Merchant Categories, Northeast, 2015 * Removed the Boston MSA also

  38. Whatz 2016 look like….

  39. Visa Domestic Northeast & Mass, 2016 thru June Y/Y % Change Only SR up!

  40. Rm Sold +ADR = Room Revenue

  41. RevPar % change CY 2016 v. 2015 weekly for Boston, Philly and NYC areas

  42. Essex County…Other travel related data, CY 2016 $$

  43. Mass …other travel related data, 2016 v. 2015 • Mass STATE Rooms Occupancy Collections… +4.0% • Mass LOCAL Rooms Occupancy Collections… +4.3% • Mass STATE MEALS …………………………………….. +5.9% • Mass LOCAL MEALS…………………………………….. +8.0% • LIA International A/D………………………………..… +19.0% • LIA Domestic A/D……………………..………………… +6.4%

  44. Massachusetts and U.S. …volume data , 2016 • Domestic Volume to MA through July, 2016 • Up 3% • International Volume to U.S. through July, 2016 • Total International …Down 2.0% • Canada …Down 6.7% • Western Europe …Down 8.7%

  45. Conclusions… Tourism is a wicked huge industry for MAIN street ! Massachusetts - 2016 solid economic impact growth ! MA loss of market share ! The end…yeah Questions???

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