Travel and Tourism in Maine The 2004 Visitor Study Management Report

1
Travel and Tourism in Maine The 2004 Visitor
StudyManagement Report

• Prepared for the
• Maine Office of Tourism
• July 14, 2005

2
Table of Contents
Page Background and Research
Objectives 3 Research Method 4 Key Research
Definitions 6 Summary and Conclusions 11 Results
in Detail Size Structure of the U.S. Travel
Market 18 Size Structure of Maines Travel
Market 34 Maine Travel Trends 37 Maines
Competitive Position Overnight Trips 69 Travel
Expenditures 78 Economic Impacts 98 Overnight
Marketable Trip Profile 111 Traveler Priorities
and Product Delivery 171
3
Background Research Objectives

• A multi-component program of Visitor Research has
  been conducted each year since 1996 by Longwoods
  International for the Maine Office of Tourism.
• The program is designed to provide
• an overview on the U.S. overnight travel market
• estimates of overnight and day visitor volumes to
  Maine
• a profile of Maines performance within its
  regional overnight travel market
• visitor expenditures and economic impact
  estimates of travel and tourism in Maine
• profiles of Maines overnight marketable trips
  and travelers.

4
Research Method

• The program is comprised of three research
  studies they are the
• Travel USA Monitor
• surveys the travel patterns of a representative
  sample of American adults (i.e. number and types
  of overnight trips, destinations, month of
  travel, and traveler demographics) and then,
• returns to a representative sub-sample of them to
  obtain a detailed profile of trip planning and
  booking, the travel party, transportation,
  accommodation, activities, and related
  expenditures,
• provides the U.S. Norm for comparison of
  state-specific findings.

5
Research Method contd

• Maine Overnight Visitor Survey
• returns for detailed follow-up among the Maine
  overnight trip visitors, identified through
  Travel USA, for state-specific learning.
• Maine Day Visitor Survey
• surveys a representative sample of residents in
  Maines day trip market
• to profile the number and types of Maine day
  trips and related expenditures.

6
Key Research Definitions

• A TRIP is defined as any day or overnight (1
  nights away from home) journey for business or
  pleasure outside ones community and not part of
  normal routine.
• Trips are the number of individual adult person
  trips.
• If 1 adult takes a trip alone, it counts as 1
  trip.
• If two adults travel together, it counts as 2
  trips. And, so on.
• Adults may or may not have traveled with
  children.

7
Key Research DefinitionsTrip-Type Segmentation
Model

• Reference is made to different types of trips in
  this report based on Longwoods proprietary
  segmentation model.
• The model was developed and refined over 16
  years, based on extensive consumer research, and
  allows for customized marketing strategies
  reflecting the unique profile, needs, and
  opportunities of a destination.
• The segments are
• Visits to Friends and Relatives (VFR) where the
  primary purpose of the trip is to visit friends
  and family
• Marketable Trips
• Includes all other pleasure trips and are
  so-called because choice of destination on these
  trips is discretionary and open, therefore, to
  marketing influence
• Comprised of eleven discrete types, as described
  on the following page
• Business Trips made exclusively for business
  reasons
• Comprised of three types Sales/Service,
  Convention/Conference/Trade Shows, and Meetings.

8
Key Research DefinitionsMarketable Trip-Types

• Touring Travel through areas of scenic,
  cultural or general interest
• Special Event Attend an event such as a fair,
  sports event, or festival
• Combined Business/Pleasure Business extended at
  least one night just for pleasure
• City Trip Visit a city for sightseeing, culture,
  shopping, dining, theatre, etc.
• Beach Visit to a beach resort for swimming,
  boating, etc.
• Theme Park A trip to visit a major theme park
• Outdoors Visit a natural area for camping,
  fishing, hunting, etc.
• Casino Visit to casino or casino resort for the
  purpose of gaming
• Country Resort Visit to a a country resort to
  relax, enjoy sports, recreation, etc.
• Ski Trip Trip to a ski area or resort for
  downhill or cross-country skiing and snowboarding
• Cruise Extended boat trip with on-board
  activities, stops for sightseeing, etc.

9
Key Research DefinitionsMarkets of Interest

• Maines Regional Market
• Includes the New England states, Delaware,
  Maryland, New Jersey, New York, Pennsylvania, and
  Washington, D.C.
• Maines Day Trip Market
• Includes the states of Maine, Connecticut,
  Massachusetts, New Hampshire, Rhode Island, and
  Vermont.

10
Summary and Conclusions
11
Maines U.S. Travel Market

• The travel and tourism industry continues to be a
  significant and growing contributor to Maines
  economy.
• An estimated 43.6 million day and overnight trips
  were taken to Maine in 2004, representing a 0
  trend versus 2003.
• Overnight trips accounted for 8.9 million of
  these, down 1 versus 2003.
• Day trips accounted for 34.7 million, 0 versus
  2003.

12
Travel Expenditures

• U.S. travelers spent an estimated 6.2 billion in
  Maine in the year.
• 4.5 billion of these expenditures were spent by
  out-of-state travelers.
• The retail and food sector were the largest
  beneficiaries, capturing estimated 1.9 and 1.7
  billion respectively, followed by
• transportation at 1.0 billion, recreation at
  0.8 billion, and accommodations at 0.8 billion.
• Day and overnight trips are both significant
  contributors, generating estimated spending of
  3.5 and 2.7 billion respectively.

13
Economic Impact of Travel and Tourism

• Based on these levels of traveler spending,
  travel and tourism in Maine directly and
  indirectly generated -
• 176,633 jobs in Maine
• 3.8 billion in wages
• over 531 million in tax revenues.
• Spending by non-residents accounted for about 70
  of the above totals.

14
Maines Market Position

• Maines share of regional residents trips to
  anywhere softened for the third consecutive year
  - from 3.8 in 2001 to 3.5 in 2002, 3.3 in
  2003, and 3.2 in 2004.
• This share decline was apparent within the
  regional market as well. It declined from 5.5 to
  5.3.
• Weather was an exacerbating factor for the state.
  
• It was a cold and wet summer with temperatures
  well below average and precipitation well above
  average.

15
Overnight Marketable Travel Profile

• Marketable pleasure trips continued to dominate
  Maines trip mix and the most important reasons
  among these for visiting were
• touring the state (32)
• enjoying the outdoors (20)
• for a beach vacation (14)
• attending a special event (11)
• Maines most important source of overnight
  marketable trips continued to be its regional
  market.

16
Product Delivery

• Maine has an outstanding tourism product.
  Visitors hold favorable impressions.
• The states signature strengths relate to
• providing a Family Atmosphere,
• being Unique, yet Worry-free
• with Sightseeing, as well as Sports Recreation.

17
Results in Detail
18
Performance of the U.S. Travel Market

• American adults took an estimated 1.53 billion
  overnight trips in 2004.
• Visits to Friends/Relatives accounted for 41 of
  them or 616 million trips.
• Marketable Trips accounted for 43 or 647
  million.
• Touring, Special Event, Outdoors, Casino, and
  Beach trips were, in rank order, the largest
  Marketable Trip types.
• Business Trips accounted for the balance 16 or
  267 million trips.

19
U.S. Travel Trends

• The 1.53 billion overnight trip volume of 2004
  returned the market to growth, up 2, after a 1
  decline in 2003.
• Pleasure travel performed similarly, with
• VFR up 1, recovering from 1 decline in 2003.
• Marketable trips up 4, building on growth in the
  previous two years,
• with, in rank order of magnitude, Combined
  Business-Pleasure, Cruise, Outdoor, Beach City,
  Casino, and Touring trip-types contributing
• whereas, Theme Park and Ski trip-types declined.
• Business travel grew for the first time in five
  years by 1.

20
Size of the U.S. Travel Market 2004 Overnight
Trips
Total 1.530 Billion
Marketable Pleasure 647 Million (43)
Visit Friends/Relatives 616 Million (41)
Business 267 Million (16)
21
U.S. Overnight Marketable Trip Mix2004 Travel
Year
22
U.S. Market Trends 2004 vs. 2003
23
U.S. Market Trends 2004 vs. 2003
24
Size of the U.S. Travel MarketOvernight Trips
Base Overnight Trips
4 higher than in 1999
1
2
4
-2
-1
2
25
U.S. VFR Trips
Base Overnight VFR Trips
8 higher than in 1999
1
-1
4
-1
1
2
26
U.S. Marketable Trips
Base Overnight Marketable Trips
11 higher than in 1999
4
1
6
5
2
-2
27
U.S. Business Trips
Base Overnight Business Trips
18 lower than in 1999
3
0
-10
-3
1
-6
28
Marketable Trip Trends by State 2004 vs. 2003
Percent Change
11 or more
1 to 10
No change
-1 to -10
-11 or more
29
Marketable Trip Trends by State 2003 vs. 2002
Percent Change
11 or more
1 to 10
No change
-1 to -10
-11 or more
30
Marketable Trip Trends by State2002 vs. 2001
Percent Change Over Time
11 or more
1 to 10
No change
-1 to -10
-11 or more
31
Marketable Trip Trends by State2001 vs. 2000
Percent Change Over Time
11 or more
1 to 10
No change
-1 to -10
-11 or more
32
U.S. Marketable Trips Change From 1994 to 2004
33
Size Structure of Maines Travel Market
34
Performance of Maines Travel Market

• Maines combined Day and Overnight trip market
  totaled an estimated 43.6 million trips in 2004.
• There were 34.7 million Day trips.
• 60 or 20.8 million of which were Marketable.
• Shopping was the leading Marketable trip-type,
  followed by Outdoors, Touring, and Beach trips.
• 33 were VFR.
• 7 were Business trips.

35
Performance of Maines Travel Market contd

• There were 8.9 million Overnight trips.
• 46 or 4.2 million of which were Marketable
  trips.
• The leading types, in rank order, were Touring,
  Outdoors, Beach and Special Event trips.
• 41 were VFR.
• 13 were Business trips.

36
Performance of Maines Travel Market contd

• Non-residents and the nearby region were
  important contributors to Maines travel market
  non-residents accounted for
• 57 of Maine day trips -
• 42 by Boston residents and 15 by other
  non-residents within the day trip area.
• 82 of Maine overnight trips -
• 61 by non-residents living in the nearby region
  and 21 by non-residents living beyond.

Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
37
Maine Travel Trends

• Maines overall travel market flattened out in
  2004 after being down and up 2 in the previous
  two years. The number of trips was just shy of
  2000 levels.
• Day trips were flat for the second consecutive
  year.
• Overnight trips were down by 1 for the second
  consecutive year.

Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
38
Maine Travel Trends contdBy Key Segments

• Among Maines overnight trips
• VFR dropped by 9 in 2004, to a level 11 lower
  than in 1999.
• Marketable trips held their own, recovering from
  a 4 decline in 2003. Volume was nonetheless 4
  shy of 1999.
• Business trips grew by double-digit rates for the
  second consecutive year to highest level in five
  years.

39
Size of Maines U.S. Travel Market2004 Travel
Year
Base Total Overnight and Day Trips
Total 43.6 Million
Day Trips 34.7 Million (80)
Overnight Trips 8.9 Million (20)
40
Maines U.S. Travel Market
Base Total Overnight and Day Trips
N/C vs. 1999
0
6
-2
1
2
41
Maine Overnight Trips
Base Overnight Trips
5 lower than in 1999
9
1
2
-1
- 6
- 1
42
Maine Overnight VFR Trips
Base Overnight VFR Trips
11 lower than in 1999
14
0
1
8
- 11
-9
43
Maine Overnight Marketable Trips
Base Overnight Marketable Trips
4 lower than in 1999
0
10
-4
1
-1
0
44
Maine Overnight Business Trips
Base Overnight Business Trips
12 higher than in 1999
- 9
22
11
6
- 11
- 12
45
Marketable Trip MixOvernight Trips
Base Overnight Marketable Trips
N/A
46
Marketable Trip MixMaine Overnight Trips
Base Overnight Marketable Trips
47
Marketable Trip MixMaine Overnight Trips
Base Overnight Marketable Trips
48
Role of Maine andRegional Residents
49
Role of Maine Residentson Maine Overnight Trips
Base Overnight Trips
50
Maines Regional Market
Includes New England, DC, DE, MD, NJ, NY, and PA
51
Role of Maines Regional MarketMaine Overnight
Trips
Total 8.9 Million
Regional Market 7.0 Million (79 )
Other U.S. Markets 1.9 Million (21)
Trips taken to Maine by regional residents
(residents of New England DC, DE, MD, NJ, NY, and
PA)
52
Role of Regional Residentson Maine Overnight
Trips
Base Overnight Trips
Trips taken to Maine by regional residents
(residents of New England DC, DE, MD, NJ, NY, and
PA
53
Maines Overnight Trip SegmentsRegional vs.
Other U.S. Markets
Base Overnight Trips
Trips taken to Maine by regional residents
(residents of New England DC, DE, MD, NJ, NY, and
PA)
54
Maine Marketable Trip MixOvernight Trips by
Market
Base Overnight Marketable Trips
Trips taken to Maine by regional residents
(residents of New England, DC, DE, MD, NJ, NY,
and PA)
55
Maines Day Trips
56
Maines Day Trips
Base Day Trips
1 higher than in 1999
5
0
0
2
3
-4
57
Maines Day Trip Segments
Base Day Trips
34.0
34.7
35.2
34.3
34.7 Million
34.7
58
Marketable Trip MixMaine Day Trips
Base Marketable Day Trips
59
Marketable Trip MixMaine Day Trips contd
Base Marketable Day Trips
60
Role of Maine Residents Day Trips
Base Day Trips
Total 34.7 Million
Boston 14.4 Million (42)
Maine Residents 15.0 Million (43)
Other Day Trip Region 5.3 Million (15)
Includes Connecticut, Massachusetts, New
Hampshire, Rhode Island, and Vermont
61
Role of Maine Residentson Day Trips
Base Day Trips
62
Role of Maines Residents Day Trips
Base Day Trips
Includes Connecticut, Massachusetts, New
Hampshire, Rhode Island, and Vermont.
63
Trip Summary
64
Trips To Maine 2004
(Millions of trips)
65
Trips To Maine 2003
(Millions of trips)
66
Trips To Maine 2002
(Millions of trips)
67
Trips To Maine 2001
(Millions of trips)
68
Maines Competitive PositionOvernight Trips
69
Maines Competitive PositionWithin the U.S.
Travel Market

• Maines national ranking as a travel destination
  among the U.S. states has remained at 38th from
  2002 through 2004.
• Nonetheless, its rank for Outdoors trips dropped
  from the exceptional 19th spot in 2003 to a more
  typical 28th rank in 2004.

70
Maines Competitive Position U.S. Travel Market
Base Overnight Trips
Rank of Maine Among 50 U.S. States
1999 2000 2001 2002 2003 2004 All
Trips 39 38 39 38 38 38 Touring
Trips 25 18 25 25 28 28 Outdoors
Trips 15 26 25 23 19 28 Beach Trips 17 19 15 16 16
17 Special Event Trips 48 42 39 44 39 41
71
Maines Competitive PositionWithin the Regional
Travel Market

• Maines share of regional residents trips to
  anywhere softened for the third consecutive year
  from 3.8 in 2001 and 3.5 in 2002 to 3.3 in
  2003. and 3.2 in 2004.
• This share decline was apparent within the
  regional market as well. It declined from 5.5 to
  5.3.
• Weather was an exacerbating factor for the state.
  
• It was a cold and wet summer with temperatures
  well below average and precipitation well above
  average.

Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
72
Maines Market Share Maines Share of Marketable
Trips Taken by Regional Residents to Anywhere
Base Overnight Marketable Trips by Regional
Residents to All Destinations
Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
73
Regions Market Share Regions Share of
Marketable Trips Taken by Regional Residents to
Anywhere
Base Overnight Marketable Trips by Regional
Residents to Anywhere
Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
74
Maines Intra-Region Market Share Maines Share
of Marketable Trips Taken by Regional Residents
Within the Region
Base Overnight Marketable Trips by Regional
Residents Within the Region
Note The Regional Market includes New England,
DC, DE, MD, NJ, NY, and PA.
75
Maines Temperature in Summer 2004 (June-Aug)
Source Climate at a Glance National Climatic
Data Center
76
Maines Precipitation in Summer 2004 (June-Aug)
Source Climate at a Glance National Climatic
Data Center
77
Travel Expenditures
78
Traveler Expenditures

• An estimated 6.2 billion was spent in Maine by
  travelers in 2004, representing stability in the
  market (-1 on 2003 and 1 in 2004) after robust
  growth in earlier years.
• Day trips contributed 56 of the 6.2 billion
  (versus 80 of trips) or 3.5 billion.
• Overnight trips contributed 44 (versus 20 of
  trips) or 2.7 billion.

79
Traveler Expenditures contd

• Marketable Trips contributed 4.0 billion or 64
  of the 6.2 billion total, followed in importance
  by
• VFR (1.8 billion) and Business Trips (0.4
  billion).
• Out-of-state travelers made a significant
  contribution to Maines economy,
• spending 4.5 billion across Overnight (2.4
  billion) and Day trips (2.1 billion).

80
Traveler Expenditures contd

• The benefits by category, in rank order, are
• Retail 31 of the 6.2 billion total or 1.9
  billion
• Restaurant Food 28 or 1.7 billion
• Transportation 15 or 1.0 billion
• Accommodation 13 or 0.8 billion
• Recreation 13 or 0.8 billion

81
Travel Expenditures In Maine2004 Travel Year
Total 6.2 Billion
Overnight Trips 2.7 Billion (44)
Day Trips 3.5 Billion (56)
82
Total Travel Expenditures in MaineAcross
Overnight Day Trips
Base Total Overnight and Day Trips
23 higher than in 1999
1
10
-1
4
7
2
83
Travel Expenditures in Maineon Overnight Trips
Base Overnight Trips
23 higher than in 1999
2
0
8
4
7
3
84
Travel Expenditures in Maineon Day Trips
Base Day Trips
24 higher than in 1999
-2
12
1
2
1
10
85
Travel Expenditures By Category
Base Total Overnight and Day Trips
Total 6.2 Billion
Retail 1.9 Billion (31)
Restaurant Food 1.7 Billion (28)
Transportation 1.0 Billion (15)
Recreation 0.8 Billion (13)
Accommodations 0.8 Billion (13)
86
Travel Expenditures by Category Retail
Base Total Overnight and Day Trips
1
1
1
-2
2
-1
87
Travel Expenditures by Category Restaurant Food
Base Total Overnight and Day Trips
-5
8
2
7
22
-4
Note Includes Restaurant Food Beverage
expenditures for Breakfast, Lunch , Dinner and
Snacks
88
Travel Expenditures by Category Transportation
Base Total Overnight and Day Trips
27
4
-8
9
-1
5
89
Travel Expenditures by CategoryAccommodations
Base Total Overnight and Day Trips
10
0
4
8
6
10
90
Travel Expenditures by Category Recreation
Base Total Overnight and Day Trips
1
7
36
3
10
-1
91
Travel Expenditures By SectorOvernight vs. Day
Trips
Base Total Overnight and Day Trips
1.9 Billion
1.7 Billion
0.8 Billion
1.0 Billion
0.8 Billion
92
Travel Expenditures By Purpose Of Trip
Base Total Overnight and Day Trips
Total 6.2 Billion
Marketable Pleasure Trips 4.0 Billion (64)
Visit Friends/Relatives 1.8 Billion (29)
Business Trips 0.4 Billion (7)
93
Travel Expenditures By Purpose Of Trip
Base Total Overnight and Day Trips
2.7 Billion
3.5 Billion
94
Travel ExpendituresRole Of Maine Residents
Base Overnight and Day Trips
2.7 Billion
3.5 Billion
95
Travel Expenditures By Sectorby Residents of
Maine
Base Total Overnight and Day Trips
502 Million
454 Million
113 Million
306 Million
292 Million
96
Travel Expenditures By Sectorby Non-Residents of
Maine
Base Total Overnight and Day Trips
1,417 Million
1,292 Million
692 Million
639 Million
491 Million
97
Economic Impacts of TourismTrips by Residents
Non-Residents
98
Economic Impacts

• The economic impacts of tourism reported herein
  were provided by the Maines State Planning
  Office, based on Longwoods expenditure
  estimates.
• Resident and Non-Resident travel generated
• 13.4 billion in sales of goods and services
• 173,181 jobs, with a payroll of 3.8 billion
• 549 million in tax revenues.

99
Economic Impacts contd

• Non-Resident travel generated just over
  two-thirds of the total economic impact or
• 9.8 billion in sales of goods and services,
• 127,689 jobs with a payroll of 2.8 billion,
• 375 million in tax revenues.

100
Economic Impacts of TourismTrips by Residents
Non-Residents
101
Economic Impact of TourismTrips by Residents
Non-Residents
Base Maine Trips by Residents Non-Residents

• 2002 2003 2004
• Total Sales 13.9 Billion 13.4 Billion 13.6
  Billion
• Total Taxes 556 Million 549 Million 531
  Million
• Jobs Created 181,090 173,181 176,633
• Total Payroll 3.9 Billion 3.8 Billion 3.8
  Billion

102
Sales by Sector Trips by Residents
Non-Residents
Base Maine Trips by Residents Non-Residents
Total 13.6 Billion
Retail (43)
Services (43)
Wholesale (12)
Construction (2)
103
Job Creation by Sector Trips by Residents
Non-Residents
Base Maine Trips by Residents Non-Residents
Total 176,633
Services (62)
Retail (33)
Wholesale (3)
Construction (2)
104
Tax Revenues from Tourism Trips by Residents
Non-Residents
Base Maine Trips by Residents Non-Residents of
Maine
Total 531.3 Million
Personal Income Tax 149.4 Million (28)
Sales Tax 293.6 Million (55)
Gasoline Tax 88.3 Million (17)
105
Economic Impacts of TourismTrips by Non-Residents
106
Economic Impact of TourismTrips by Non-Residents
Base Trips by Non-Residents to Maine

• 2002 2003 2004
• Total Sales 9.5 Billion 9.4 Billion 9.8
  Billion
• Total Taxes 377 Million 384 Million 375
  Million
• Jobs Created 124,000 122,059 127,869
• Total Payroll 2.7 Billion 2.6 Billion 2.8
  Billion

107
Sales by SectorTrips by Non-Residents
Base Trips by Non-Residents to Maine
Total 9.8 Billion
Retail (44)
Services (42)
Wholesale (12)
Construction (2)
108
Job Creation by SectorTrips by Non-Residents
Base Trips by Non-Residents to Maine
Total 127,869
Services (63)
Retail (32)
Wholesale (3)
Construction (2)
109
Tax Revenues from TourismTrips by Non-Residents
Base Trips by Non-Residents to Maine
Total 375.4 Million
Personal Income Tax 108.1 Million (29)
Sales Tax 213.1 Million (57)
Gasoline Tax 54.2 Million (14)
110
Overnight Marketable Trip Profile
111
Overnight Marketable Trip Profile

• This section of the report profiles Overnight
  Marketable Trips to Maine and draws comparisons
  to the U.S. Norm for such trips.
• Maines Marketable Trip profile has remained
  fairly stable over the past few years, including
  the importance of the summer travel period.
• More than half of all overnight trips occur in
  July, August, and September.

112
Season of Trip
Base Overnight Marketable Trips
113
Month of Marketable Trips2001-2004
Base Overnight Marketable Trips
114
Sources of Business
115
Overnight Marketable Trip ProfileSources of
Business

• Massachusetts was the most important source of
  non-resident overnight trips to Maine.
• Massachusetts accounted for 38 of non-residents
  overnight Marketable trips and the Boston DMA
  itself for 36.
• The percentage of trips sourced from some DMAs
  (including those of Boston and New York City) may
  exceed the percentage sourced from the citys
  state because the DMA boundaries include some
  counties of adjoining states.
• After Massachusetts, followed the states of New
  Hampshire (8), New York (7), Connecticut (6),
  and Pennsylvania (5).

116
Sources Of Businessfrom Out-of-State
Base Overnight Marketable Trips from Out-of-State
States contributing more than 10
States contributing 4 - 10
DMAs contributing more than 4
117
State Sources of Overnight TripsFrom Out-of-State
Base Overnight Marketable Trips from Out-of-State
118
Urban Sources Of Overnight Tripsfrom
Out-of-State
Base Overnight Marketable Trips from Out-of-State
DMA of residence
119
Demographics
120
Overnight Marketable Trip ProfileDemographics

• The demographic profile of the average overnight
  traveler to Maine was similar to the average U.S.
  traveler but for being somewhat older -
• 44.7 years of age on average versus the U.S. Norm
  of 43.9

121
Age
Base Overnight Marketable Trips
Maine U.S. Norm Average Age 44.7 43.9
122
Marital Status
Base Overnight Marketable Trips
123
Household Size
Base Overnight Marketable Trips
124
Children in Household
Base Overnight Marketable Trips
125
Employment
Base Overnight Marketable Trips
126
Occupation
Base Overnight Marketable Trips by Those Employed
127
Income
Base Overnight Marketable Trips
128
Education
Base Overnight Marketable Trips
129
Trip Planning and Booking
130
Overnight Marketable Trip ProfileTravel Planning
and Booking

• Maines overnight visitors planned and booked
  further ahead than the U.S. Norm, using a variety
  of information sources
• the internet more often than any other single
  source including the advice of friends and
  relatives
• auto clubs, visitor bureaus, and books more
  commonly than the U.S. Norm.
• Almost eight-in-ten of the trips were booked
  ahead in whole or part.
• Of those booked in advance, 40 were booked over
  the internet compared with 6 through a travel
  agent.

131
Overnight Marketable Trip ProfileTravel
Planning and Booking contd

• The visitmaine.com website were used to plan 18
  of Maine trips.
• For 12, they were used to help obtain more
  information about a destination already decided
  upon.
• For 5, they were used to help choose which
  destination to visit --- whether an area of the
  country, a state(s), and/or a destination(s)
  within a state.

132
Planning Cycle
Base Overnight Marketable Trips
133
Information Sources Usedfor Planning
Base Overnight Marketable Trips
134
Information Sources Usedfor Planning contd
Base Overnight Marketable Trips
135
Use of the Internet for Trip Planning
Base Overnight Marketable Trips
U.S. Norm
Maine
136
Use of Information Servicesfor Planning
Base Overnight Marketable Trips
Prior to 2003, numbers reflect use of
visitmaine.com and/or maineattraction.com
137
Reason for Using Destination Website
Base Overnight Marketable Trips
138
Percent Who Booked In Advance
Base Overnight Marketable Trips
139
Booking Cycle
Base Overnight Marketable Trips Booked in Advance
140
Methods of Booking
Base Overnight Marketable Trips Booked in Advance
141
Use of Vacation Packages Group Travel
Base Overnight Marketable Trips
142
Marketable Trip Characteristics
143
Overnight Marketable Trip ProfileTrip Details

• The average Travel Party size on Maine trips was
  3.4 persons, and comprised of
• spouses (74),
• children (26)
• friends (22)
• parents (9)
• all other relatives (17).
• Only 5 of people traveled on their own.

144
Overnight Marketable Trip ProfileTrip Details
contd

• The Maine trips lasted 6.3 nights on average,
  well beyond the 5.1 night U.S. Norm.
• At either end of the scale were the one-third of
  trips that lasted 1-2 nights versus the
  four-in-ten that lasted 7 nights.
• The length of stay in Maine was, on average, 4.7
  of the 6.3 nights.

145
Overnight Marketable Trip ProfileTrip Details
contd

• The vast majority of travelers arrived in Maine
  in their own car (73).
• Few arrived by plane (5) versus the U.S. Norm
  (25) while,
• more arrived by ferry/boat (5) versus the U.S.
  Norm (2).

146
Overnight Marketable Trip ProfileTrip Details
contd

• Almost four-in-ten of Marketable trip nights were
  spent in non-commercial accommodation.
• Motels were the leading commercial choice with
  17 of nights.

147
Size of Travel Party
Base Overnight Marketable Trips
Total 3.4
Total 3.3
148
Composition of Travel Party
Base Overnight Marketable Trips
149
Total Nights Away
Base Overnight Marketable Trips
Maine U.S. Norm Average Number of Nights 6.3 5.1
150
Total Nights Away on Maine Trips
Base Overnight Marketable Trips
Average Number of Nights 6.6 6.8
6.3
151
Length of Stay
Base Overnight Marketable Trips
Total 6.3
Total 5.2
152
Transportation Used to Enter Maine
Base Overnight Marketable Trips from Out-of-state
Personal
Commercial
153
Transportation Used in Maine
Base Overnight Marketable Trips
Personal
Commercial
154
Accommodations Used
Base Overnight Marketable Trips
N/A
N/A
Percent of trip nights spent in each type of
accommodation
155
Marketable Trip Experiences
156
Overnight Marketable Trip ProfileTrip Activities
and Experiences

• The most popular experiences on Maine trips were
• visiting small towns/villages (64)
• the beach/ocean (59)
• eating a lobster (43) and the unique local foods
  (34)
• wilderness areas (39), touring scenic byways
  (36), experiencing the natural environment
  (31), and visiting historic areas (25)
• shopping for gifts and souvenirs (44).

157
Sightseeing
Base Overnight Marketable Trips
Note Where U.S. Norm is blank, the Norm is not
available.
Note Where U.S. Norm is blank, the Norm is not
available.
Note Where U.S. Norm is blank, the Norm is not
available.
158
Sightseeing contd
Base Overnight Marketable Trips
Note Where U.S. Norm is blank, the Norm is not
available.
159
Sports Recreation
Base Overnight Marketable Trips
160
Sports Recreation contd
Base Overnight Marketable Trips
Note Where U.S. Norm is blank, the Norm is not
available.
161
Dining Entertainment
Base Overnight Marketable Trips
Note Where U.S. Norm is blank, the Norm is not
available.
162
Shopping
Base Overnight Marketable Trips
163
Overnight Marketable Trip ProfileRegions Visited

• The most frequently visited regions within Maine
  were, in rank order
• the Southern Maine Coast and Greater
  Portland/Casco Bay (40-45),
• Mid-Coast, and Downeast Acadia (24-25),
• Maine Lakes Mountains (16),
• Maine Highlands and Kennebec Moose River
  Valleys (10-11), and
• Aroostook (5).
• The leading main regional destinations were the
  Southern Maine Coast (29) and Downeast Acadia
  (18) and Greater Portland/Casco Bay (17).

164
Regions Visited
Base Overnight Marketable Trips
165
Main Regional Destination
Base Overnight Marketable Trips
166
Most Visited Maine Destinations
Base Overnight Marketable Trips
167
Most Visited Maine Destinations contd
Base Overnight Marketable Trips
168
Other Maine Destinations Visited
Base Overnight Marketable Trips
169
Other Maine Destinations Visited contd
Base Overnight Marketable Trips
170
Product DeliveryImpression of Visitors
171
Overnight Marketable Trip ProfileProduct Delivery

• In order to profile Maines product delivery,
  ratings of Maine by its recent visitors are
  compared to the U.S. Norm rating across all
  destinations and their recent visitors.
• Maines outperforms the U.S. Norm most notably
  on
• the Family Atmosphere, Worry-free, Unique, and
  Sports Recreation factors and on,
• related individual attributes and particularly
  those related to outdoor activities and sports.
• It under delivers versus the U.S. Norm most
  notably on
• the Entertainment factor and particularly
  nightlife.

172
Traveler Priorities
Base Overnight Marketable Trips
A measure of the degree of correlation between
each factor and the attribute Would really
enjoy visiting.
173
Maine Product DeliveryOvernight Marketable Trips
Base Overnight Marketable Trips
174
Product Strengths vs. U.S. Norm
Base Overnight Marketable Trips
175
Product Strengths vs. U.S. Norm contd
Base Overnight Marketable Trips
176
Product Strengths vs. U.S. Norm contd
Base Overnight Marketable Trips
177
Product Weaknesses vs. U.S. Norm
Base Overnight Marketable Trips