ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Northern New England March 2011

AAA Member Poll – Spring Break Page 2 Methodology An online survey was sent to AAA Northern New England members who participate in our online research panel “AAA Insiders” The survey was conducted from February 14-22, AAA Northern New England members completed the survey Responses are weighted to represent the ages of members Differences between 2011 and 2010 results were tested for statistical significance at a 95% confidence level

AAA Member Poll – Spring Break Page 3 “In which entertainment categories do you plan to spend money during the 2011 spring season?” Base: 2011 AAA NNE members n= AAA NNE members n=290 Q: “In which of the entertainment categories below do you plan to spend money during the 2011 spring season?” Multiple responses allowed. For the majority of AAA NNE members, dining out and nightlife will be the entertainment they are most likely to spend on, although fewer than in 2010 Compared to the spring season of 2010, more members will pursue hobbies or sports this spring Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010

AAA Member Poll – Spring Break Page 4 “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed. AAA NNE members will continue to spend time with family and friends and stay closer to home to save money this spring However, they’re less likely than last year to be very frugal in their entertainment choices Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010 Base: 2011 AAA NNE members n= AAA NNE members n=290

AAA Member Poll – Spring Break Page 5 Gas Prices Affect Budgets of AAA Members Base: AAA NNE members n=254 Not asked in 2010 Yes No AAA Northern New England “Have the recent high gasoline prices affected your budget?” “At approximately what price per gallon of gas do you think you will start making major changes in how much you drive or how much gasoline you use?” 72% of AAA NNE members will make major changes to conserve gas by the time the price reaches $4 per gallon 72%

AAA Member Poll – Spring Break Page 6 “How have the higher gas prices affected your budget?” Not asked in 2010 Q: “How have the higher gas prices affected how you budget your money?” Multiple responses allowed. The great majority (83%) of AAA NNE members affected by the higher gas prices will cut back on unnecessary driving More than half (56%) will cut back on dining at restaurants Base: AAA NNE members who said high gas prices have affected their budget n=176

AAA Member Poll – Spring Break Page 7 “During the 2011 spring season, do you plan to take at least one leisure trip?” Q: “During the 2011 spring season, do you plan to take at least one leisure trip?” “Leisure trip” for this survey is defined as “a non-business trip of more than 50 miles one way from home and requiring at least one overnight stay.” % % % Just half (50%) of AAA NNE members plan to take a leisure trip this spring, significantly fewer than last year (65%) ▼ ▼  indicates significant difference from previous year Base: 2011 AAA NNE members n= AAA NNE members n=290 

AAA Member Poll – Spring Break Page 8 “How many leisure trips are you likely to take in March and April?” Base: AAA NNE members who are planning to travel during spring season 2011 n=132 Not asked in 2010 Q: “How many leisure trips are you likely to take in March and April?” 6 in 10 AAA NNE members traveling this spring will take just one trip

AAA Member Poll – Spring Break Page 9 “About how much do you expect to spend on all your leisure travel during the 2011 spring season?” Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n= AAA NNE members who plan to take a leisure trip during spring season n=184 Q: “About how much do you expect to spend on all your leisure travel during the 2011 spring season, including lodging, transportation, meals and entertainment?” AAA NNE members plan to spend in approximately the same ranges for spring season travel as they did last year, slightly more up to $1,000 and slightly fewer in the $3,000-$5,000 range 53% % 7% %

AAA Member Poll – Spring Break Page 10 “What do you plan on doing while traveling during the 2011 spring season?” Q: “What do you plan on doing while traveling during the 2011 spring season?” Multiple responses allowed. Uppercase letters indicate statistically significant difference from other lettered category Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n= AAA NNE members who plan to take a leisure trip during spring season n=184 More AAA NNE members will be visiting family this spring and fewer going sightseeing compared to last spring

AAA Member Poll – Spring Break Page 11 “What travel destinations do you plan on for the 2011 spring season?” Q: “What travel destinations do you plan on for the 2011 spring season?” Multiple responses allowed. 8 in 10 AAA NNE members who are taking a leisure trip this spring season will travel to another state, and about 3 in 10 will travel in their own state Note: Specific destinations outside the U.S. were not included in the 2010 poll 12% planned “international” travel in 2010 Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n= AAA NNE members who plan to take a leisure trip during spring season n=184

AAA Member Poll – Spring Break Page 12 “How are you planning to save money on your 2011 spring travel?” Q: “How are you planning to save money on your 2011 spring travel, if at all?” Multiple responses allowed. AAA NNE members will continue many of the ways they saved money while traveling last year, particularly staying with friends or family and reducing their shopping budget More members will take trips in the U.S. this year and for a shorter period of time compared to last year Uppercase letters indicate statistically significant difference from other lettered category Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n= AAA NNE members who plan to take a leisure trip during spring season n=184

AAA Member Poll – Spring Break Page 13 “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?” Not asked in 2010 Spring Break Poll Q: “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?” October 2010 Holiday Poll 67% 20% 12% More AAA NNE members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010 Base: AAA NNE members n=254

AAA Member Poll – Spring Break Page 14 “What will be your primary type of transportation to reach your destination?” Not asked in 2010 Spring Break Poll Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?” Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n=132 October 2010 Holiday Poll 69% 24% 2% 0% 1% 3% 0%

AAA Member Poll – Spring Break Page 15 “What type of ground transportation are you likely to use to or from the airport?” Base: AAA NNE members who are traveling by plane during spring season n=57 Not asked in 2010 Spring Break Poll Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed. October 2010 Holiday Poll 38% 30% 11% 7% 24% 0% 0% Caution: Small base size

AAA Member Poll – Spring Break Page 16 “How many days will your trip last?” Not asked in 2010 Spring Break Poll Q: “How many days will your [longest] trip last?” Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n=132 October 2010 Holiday Poll 3 days or less38% 4-7 days43% 8-14 days14% More than 14 days 5%

AAA Member Poll – Spring Break Page 17 “What will your primary accommodations be while on this trip?” Not asked in 2010 Spring Break Poll Q: “What will be your primary accommodations while on this [longest] trip?” Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n=132 October 2010 Holiday Poll 32% 52% 4% 2% 3% 0% 1% 7%

AAA Member Poll – Spring Break Page 18 “How many people will be traveling with you?” Not asked in 2010 Spring Break Poll Q: “How many people will be traveling with you?” October 2010 Holiday Poll None21% One41% Two22% Three 9% Four or more 7% Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n=132

AAA Member Poll – Spring Break Page 19 “With whom will you be traveling?” Q: “With whom will you be traveling?” Multiple responses allowed. Base: 2011 AAA NNE members who plan to take a leisure trip during spring season and are traveling with someone n= AAA NNE members who plan to take a leisure trip during spring season and are traveling with someone n=166

AAA Member Poll – Spring Break Page 20 “How long ago did you plan this trip?” Not asked in 2010 Spring Break Poll Q: “How long ago did you plan this [longest] trip?” Base: 2011 AAA NNE members who plan to take a leisure trip during spring season n=132 October 2010 Holiday Poll 52% 20% 7% 9% 12%

AAA Member Poll – Spring Break Page 21 Demographics AAA Northern New England Base254 Gender Male43% Female57% Age % % % 65+27% Income <$50,00025% $50,000-$74,99917% $75,000-$99,99912% $100,000-$149,99912% $150,000 or more 6% Prefer not to answer29%