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Travel and Tourism in Maine 2001 Visitor Study. Prepared for the: Maine Office of Tourism Final Report of September 5, 2002. Table of Contents. Page Background 3 Summary of Key Findings 9 Results in Detail Size & Structure of the U.S. Travel Market 16

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travel and tourism in maine 2001 visitor study

Travel and Tourism in Maine2001 Visitor Study

Prepared for the:

Maine Office of Tourism

Final Report of September 5, 2002

table of contents
Table of Contents

Page

Background 3

Summary of Key Findings 9

Results in Detail

Size & Structure of the U.S. Travel Market 16

Size & Structure of Maine’s Travel Market 31

Maine’s Competitive Position 57

Travel Expenditures 66

Economic Impacts 76

Overnight Marketable Trip Profile 82

Appendices

Appendix I – Methodology 170

background
Background
  • The Maine Office of Tourism selected Longwoods International to conduct a research program that:
    • provides an information base for strategic marketing
    • provides accountability in terms of the impact of the Office of Tourism’s marketing efforts on trips to and traveler spending in Maine.
background4
Background
  • This report is designed to provide:
    • an overview on the U.S. overnight travel market
    • estimates of overnight and day visitor volumes to Maine
    • data on Maine’s performance within its regional overnight travel market
    • visitor expenditures and economic impact estimates of travel and tourism in Maine
    • an update of Maine’s overnight marketable trip and traveler profile
method
Method
  • The overall research program includes:
    • Travel USA Monitor®: surveys the travel patterns of 200,000 U.S. households annually and – through a detailed follow-up of a representative sub-sample - provides market overview data and U.S. travel norms
    • Maine Overnight Visitor Survey: detailed follow-up of Maine visitors identified through Travel USA®
    • Maine Day Visitor Survey: a representative sample of residents in Maine’s day trip market
    • Maine Image and Accountability Survey: survey of households in Maine’s advertising markets to evaluate the state’s image and its advertising programs; reported under separate cover
segmentation
Segmentation
  • Longwoods segments the travel market based on the traveler’s description of his or her main trip purpose.
  • The model includes 12 types of pleasure trips and 3 types of business trips.
  • In this report, special attention is paid to Maine’s “marketable pleasure” travel segments, that is, pleasure trips other than visits to friends and relatives.
  • These segments, including touring, outdoors, beach and special event trips, are the focus of the Office of Tourism’s marketing programs.
definitions
Definitions
  • Maine’s Regional Market includes the New England states, Delaware, Maryland, New Jersey, New York, Pennsylvania, and Washington, D.C.
  • Maine’s Day Trip Market includes the states of Maine, Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont.
maine s travel market
Maine’s Travel Market
  • An estimated 43.0 million day and overnight trips were taken to Maine in 2001 by American adults.
    • Overnight Trips accounted for 9.0 million, 2% higher than in 2000.
    • Day Trips accounted for 34.0 million, 3% lower than in 2000.
  • These travelers spent an estimated $5.6 billion in Maine in 2001.
    • Overnight Trips generated $2.4 billion, of which $2.2 billion was spent by non-residents of Maine.
    • Day Trips generated $3.2 billion, of which $1.8 billion was spent by non-residents.
economic impact
Economic Impact
  • Based on spending by out-of-state U.S. visitors, travel and tourism in Maine directly and indirectly generated:
    • 115,000 jobs in Maine
    • $2.5 billion in wages
    • over $344 million in tax revenues
  • These economic impact estimates are conservative in that they are based only on spending in Maine by out-of-state U.S. residents.
maine s market position
Maine’s Market Position
  • Maine outpaced the overall U.S. travel market with overnight trips growing by 2% versus the national decline of 2%.
  • Maine’s share of regional marketable pleasure trips also improved from 3.5% in 2000 to 3.8% in 2001.
overnight marketable travel profile
Overnight Marketable Travel Profile
  • Marketable pleasure trips continued to dominate Maine’s trip mix and the most important reasons among these for visiting were:
    • touring the state (31%)
    • enjoying the outdoors (17%)
    • for a beach vacation (15%)
    • attending a special event (11%)
  • Maine’s most important source of overnight marketable trips continued to be its regional market.
product delivery
Product Delivery
  • Maine has an outstanding tourism product.
    • Ratings of its product by recent visitors stand up well versus the U.S. all destination norm.
  • Maine’s signature strengths are: Family Atmosphere, Adult Atmosphere, Exciting, Worry-free, Affordable, Sightseeing, Sports & Recreation (especially related to the outdoors and the sea), and for being Unique.
performance of the u s travel market
Performance of the U.S. Travel Market
  • Adults resident in the U.S. took an estimated 1.458 billion Overnight Trips in 2001.
  • Marketable Pleasure Trips accounted for 40% of these.
    • Touring, Special Event, Outdoor, and Casino trips were, in rank order, the most important Marketable Trip types.
  • Visits to Friends and Relatives (VFR) accounted for another 40% and Business Trips for the balance 20%.
u s travel trends
U.S. Travel Trends
  • The 1.458 billion Overnight Trips in 2001 were down 2% versus 2000. Drivers of this overall performance were the:
    • 2% increase in Visits to Friends/Relatives
    • 2% decline in Marketable Pleasure Trips; the net result of:
      • increased demand for Ski, Casino, and Beach trips;
      • flat demand for City and Cruise trips;
      • decreases in all other trip types, especially Theme Park (-9%) and Business/Pleasure (-14%) trips.
    • 10% drop in the number of Business Trips; a softness that:
      • began in April and continued through to the end of the year;
      • affected Meeting and Conference/Convention/Trade Show trips more so than Sales/Service calls.
u s travel trends cont d
U.S. Travel Trends (cont’d)
  • This overall performance interrupted a pattern of consistent annual growth in the U.S. market since 1995.
    • Only VFR volume was the highest ever in 2001.
    • Marketable Trip volume was the lowest since 1998.
    • Business Trip volume was the lowest since 1997.
size of the u s travel market 2001 overnight trips
Size of the U.S. Travel Market —2001 Overnight Trips

Total = 1.458 Billion

Marketable Pleasure

578 Million

(40%)

Visit Friends/Relatives

589 Million

(40%)

Business

291 Million

(20%)

u s overnight business trips by month 2001 vs 2000
U.S. Overnight Business Trips by Month — 2001 vs. 2000

Total 2000 Business Trips = 324 Million

Total 2001 Business Trips = 292 Million

u s overnight business trips 2001 vs 2000
U.S. Overnight Business Trips — 2001 vs. 2000

-5%

-14%

-11%

Conference/

Convention/

Trade Shows

Sales/Service

Meetings

u s vfr trips 1994 2001
U.S. VFR Trips1994 - 2001

Base: Overnight Trips

Up 23%

Since 1994

u s marketable trips 1994 2001
U.S. Marketable Trips1994 - 2001

Base: Overnight Trips

Up 27%

Since 1994

u s business trips 1994 2001
U.S. Business Trips1994 - 2001

Base: Overnight Trips

Up 15%

Since 1994

maine s traveler volumes
Maine’s Traveler Volumes
  • Maine’s combined Day Trip and Overnight Trip market totaled an estimated 43.0 million trips in 2001.
  • 34.0 million wereDay Trips, down 3% versus 2000.
  • 9.0 million wereOvernight Trips, up 2% versus 2000.
    • The Overnight Trip mix included:
      • 4.3 million Marketable Trips, up 1% versus 2000
      • 3.9 million Visits to Friends and Relatives, up 8%
      • 0.8 million Business Trips, down 11%.
maine s overnight travel market
Maine’s Overnight Travel Market
  • Maine’s Overnight Trip market performance exceeded key comparison benchmarks.
    • Marketable Trips were up 1% in Maine while down 2% nationally and down 7% regionally.
    • Regional market share climbed back correspondingly to 3.8%, after a dip to 3.5% in 2000.
  • Touring (31%) was the most important Marketable overnight trip type and well-developed versus the U.S. Norm (19%).
    • Also well-developed versus Norm were Outdoor, Beach,Country Resort, and Ski trips.
    • Under-developed versus Norm were Special Event, City, Cruise, Business/Pleasure, and Theme Park.

Note: Maine’s Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

maine s overnight travel market cont d
Maine’s Overnight Travel Market (cont’d)
  • The most notable differences in Marketable Trip Mix between 2001 and 2000 was the lower importance of Touring trips (31% vs. 41%) and the higher importance of Beach (15% vs. 9%) and Country Resort (8% vs. 3%) trips.
  • The leading generator of Maine’s Overnight Trips was its regional market.
    • 16% or 1.4 million trips were accounted for by Maine residents traveling within their home state
    • 63% or 5.7 million were taken by other regional residents to Maine.
    • 21% or 1.9 million were taken from all other places in the U.S.

Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

size of maine s u s travel market 2001
Size of Maine’s U.S. Travel Market- 2001

Total = 43.0 Million

Overnight Trips

9.0 Million

(21%)

Day Trips

34.0 Million

(79%)

size of maine s u s travel market
Size of Maine’s U.S. Travel Market

Total: 44.0 Million

Total: 43.0 Million

+2%

-3%

maine s overnight trip segments
Maine’s Overnight Trip Segments

Total = 9.0 Million

Marketable Pleasure Trips

4.3 Million

(48%)

Visit Friends/Relatives

3.9 Million

(43%)

Business Trips

0.8 Million

(9%)

maine s performance versus the regional and u s markets in 2001
Maine’s Performance versus the Regional and U.S. Markets in 2001

Base: Overnight Trips

* Trips taken to all destinations by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

maine overnight travel trends
Maine Overnight Travel Trends

+ 2%

+1%

+ 8%

- 11%

All

Trips

Marketable

Pleasure Trips

Visit Friends/

Relatives

Business

Trips

role of maine residents
Role of Maine Residents

Total: 8.8 Million

Total: 9.0 Million

maine s regional market
Maine’s Regional Market

Includes New England, DC, DE, MD, NJ, NY, and PA

role of maine s regional market overnight trips
Role of Maine’s Regional Market- Overnight Trips

Total: 9.0 Million

Regional Market *

7.1 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)

maine s overnight trip segments regional vs other u s markets
Maine’s Overnight Trip SegmentsRegional vs. Other U.S. Markets

* Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA)

marketable trip mix overnight trips by market
Marketable Trip Mix – Overnight TripsBy Market

* Trips taken to Maine by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

maine s day travel market
Maine’s Day Travel Market
  • Maine’s Day Trip market reached an estimated 34.0 million in 2000, down 3% versus 2000.
  • Marketable Trips continued to be the largest segment (55%), followed by VFR (37%), and Business Trips (8%).
    • Only VFR registered any growth in 2001.
  • Shopping was the most important type of Marketable trip (27%),
    • followed by Outdoor (22%), Touring (17%), City (12%), and Beach trips (11%).
maine s day travel market cont d
Maine’s Day Travel Market (cont’d)
  • The source of Day Trips was split almost evenly between residents and non-residents of Maine with -
    • Boston-area residents accounting a full 13.7 million of the 17.4 million Maine Day Trips taken by non-residents living within the day trip region.
maine s day trip segments 2001
Maine’s Day Trip Segments- 2001

Total: 34.0 Million

Marketable Pleasure Trips

18.6 Million

(55%)

Visit Friends/Relatives

12.8 Million

(37%)

Business Trips

2.6 Million

(8%)

maine s day trip segments
Maine’s Day Trip Segments

Total: 35.2 Million

Total: 34.0 Million

-3%

role of maine residents day trips
Role of Maine Residents – Day Trips

Total = 34.0 Million

Boston

13.7 Million

(40%)

Maine Residents

16.6 Million

(49%)

Other Day Trip Region *

3.7 Million

(11%)

* Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont

role of maine s residents day trips
Role of Maine’s Residents –Day Trips

Total: 35.2 Million

Total: 34.0 Million

* Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont.

trips to maine 2001
Trips To Maine — 2001

(Millions of trips)

trips to maine 2000
Trips To Maine — 2000

(Millions of trips)

competitive position of maine
Competitive Position of Maine
  • Maine’s nationalranking as a travel destination among the U.S. states changed little from 38th in 2000 to 39th in 2001.
  • Across key trip types, its ranking for:
    • Beach trips at #15 was best in recent record,
    • Touring trips returned to #25 after an atypical peak of #18 in 2000,
    • Outdoor trips registered a familiar #25,
    • Special Events at #39 was best since 1997.
  • Maine’s regional market share climbed back correspondingly to 3.8%, after a dip to 3.5% in 2000.
maine s competitive position u s travel market
Maine’s Competitive Position— U.S. Travel Market

Rank of Maine Among 50 U.S. States

199619971998199920002001

All Trips 38 39 39 39 38 39

Touring Trips 23 23 25 25 18 25

Outdoors Trips 24 24 21 15 26 25

Beach Trips 16 18 17 17 19 15

Special Event Trips 47 38 44 48 42 39

maine s regional market share
Maine’s Regional Market Share

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

maine s competitors in regional market marketable trips
Maine’s Competitors in Regional Market — Marketable Trips

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

maine s competitors in regional market touring
Maine’s Competitors in Regional Market — Touring

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

maine s competitors in regional market outdoor
Maine’s Competitors in Regional Market — Outdoor

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

maine s competitors in regional market beach
Maine’s Competitors in Regional Market — Beach

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

maine s competitors in regional market special event
Maine’s Competitors in Regional Market — Special Event

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

*Residents of New England, DC, DE, MD, NJ, NY, and PA

travel expenditures66
Travel Expenditures
  • An estimated $5.6 billion was spent by travelers in Maine in 2001, up from $5.4 billion in 2000.
    • Day and Overnight trip contribution was split 57% to 43% or $3.2 billion and $2.4 billion respectively.
  • Marketable Trips generated $3.6 billion, followed in importance by:
    • VFR ($1.7 billion) and Business Trips ($0.3 billion).
  • Out-of-state travelers made a significant contribution to Maine’s economy -
    • spending $4.0 billion across Overnight ($2.2 billion) and Day trips ($1.8 billion).
travel expenditures67
Travel Expenditures
  • The Retail sector benefited most from tourism spending, garnering 34% of all tourism expenditures, followed by:
    • Food — 30%
    • Transportation — 14%
    • Accommodation — 13%
    • Recreation — 9%.
travel expenditures in maine 2001 travel year
Travel Expenditures In Maine- 2001 Travel Year

Total = $5.6 Billion

Overnight Trips

$2.4 Billion

(43%)

Day Trips

$3.2 Billion

(57%)

travel expenditures in maine 2001 vs 2000
Travel Expenditures In Maine— 2001 vs. 2000

Total: $5.4 Billion

Total: $5.6 Billion

travel expenditures by purpose of trip
Travel Expenditures By Purpose Of Trip

Total: $5.6 Billion

Marketable Pleasure Trips

$3.6 Billion

(64%)

Visit Friends/Relatives

$1.7 Billion

(31%)

Business Trips

$0.3 Billion

(5%)

travel expenditures by category
Travel Expenditures By Category

Total = $5.6 Billion

Retail

$1.9 Billion

(34%)

Food

$1.7 Billion

(30%)

Recreation

$0.5 Billion

(9%)

Transportation

$0.8 Billion

(14%)

Accommodations

$0.7 Billion

(13%)

travel expenditures by sector overnight vs day trips
Travel Expenditures By Sector— Overnight vs. Day Trips

$1.9 Billion

$1.7 Billion

$0.7 Billion

$0.8 Billion

$0.5 Billion

economic impacts76
Economic Impacts
  • The economic impacts of tourism reported herein were prepared by Galen Rose of Maine’s State Planning Office, based on Longwoods’ expenditure estimates for non-resident travelers.
  • Travel and tourism directly and indirectly generated:
    • $8.9 billion in sales of goods and services -
      • Compared with $8.8 billion in 2000
    • 115,000 jobs, with a payroll of $2.5 billion
    • $344 million in tax revenues -
      • Compared with $330 million in 2000.
economic impact of tourism
Economic Impact of Tourism

Base: Trips by Non-Residents to Maine

20012000

Total Sales $8.9 Billion $8.8 Billion

Total Taxes $344 Million $330 Million

Jobs Created 115,000 116,000

Total Payroll $2.5 Billion $2.5 Billion

sales by sector
Sales by Sector

Base: Trips by Non-Residents to Maine

Total: $8.9 Billion

Retail

(44%)

Services

(42%)

Wholesale

(12%)

Construction

(2%)

job creation by sector
Job Creation by Sector

Base: Trips by Non-Residents to Maine

Total: 115,000

Services

(62%)

Retail

(33%)

Wholesale

(3%)

Construction

(2%)

tax revenues from tourism
Tax Revenues from Tourism

Base: Trips by Non-Residents to Maine

Total: $344.0 Million

Personal Income Tax

$97.2 Million

(28%)

Sales Tax

$193.6 Million

(56%)

Gasoline Tax

$53.2 Million

(16%)

overnight marketable trip profile82
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.
  • One of the more striking differences is the importance of the summer travel period for Maine.
    • July through September account for 59% of Maine’s Marketable Trips versus the 33% U.S. Norm
    • 18% happen in April through June, 14% in October through December, and 9% in January through March.
season of trip
Season of Trip

Base: Overnight Marketable Pleasure Trips

sources of business85
Sources of Business
  • Massachusetts was the most important source of non-resident overnight trips to Maine.
    • Non-residents accounted for 7.6 million of the total 9.0 million trips taken by residents and non-residents to Maine.
    • Massachusetts accounted for 40% of the 7.6 million and Boston DMA itself for 41%.*
  • In distant places were the states of New York (12%), New Hampshire (8%), Connecticut (4%) and Pennsylvania (4%).

* The Boston DMA extends beyond MA state lines.

sources of business86
Sources Of Business

Base: Overnight Marketable Pleasure Trips

States contributing more than 10%

States contributing 4% - 10%

DMAs contributing more than 4%

state sources of overnight trips
State Sources of Overnight Trips

Base: Overnight Marketable Pleasure Trips from Out-of-State

urban sources of overnight trips
Urban Sources Of Overnight Trips*

Base: Overnight Marketable Pleasure Trips from Out-of-State

* DMA of residence

community size
Community Size

Base: Overnight Marketable Pleasure Trips

demographics91
Demographics
  • The demographic profile of the average overnight traveler to Maine was similar to the average U.S. traveler but for being:
    • somewhat more likely to be male,
    • older,
    • married,
    • with higher household income.
gender
Gender

Base: Overnight Marketable Pleasure Trips

slide93
Age

Base: Overnight Marketable Pleasure Trips

MaineU.S. Norm

Average Age 47.8 43.8

marital status
Marital Status

Base: Overnight Marketable Pleasure Trips

household size
Household Size

Base: Overnight Marketable Pleasure Trips

children in household
Children in Household

Base: Overnight Marketable Pleasure Trips

employment
Employment

Base: Overnight Marketable Pleasure Trips

occupation
Occupation

Base: Overnight Marketable Pleasure Trips by Those Employed

income
Income

Base: Overnight Marketable Pleasure Trips

education
Education

Base: Overnight Marketable Pleasure Trips

travel planning and booking
Travel Planning and Booking
  • Maine’s overnight visitors were more likely to begin planning and booking their trips two months or less in advance than longer ahead (60% vs. 40%).
    • This planning lead time was much shorter than in 2000 (60% vs. 45% in 2000 began planning two months or less ahead).
  • A variety of information sources was used to help planning. Beyond personal experience:
    • the internet was the most common (25%), exceeding even the advice of friends and relatives (24%);
    • books, auto clubs, visitor bureaus, books, and magazines followed next and were more important than was the U.S. Norm.
travel planning and booking cont d
Travel Planning and Booking (cont’d)
  • Seven-in-ten trips were booked ahead in whole or part and of these:
    • over the internet (22% vs. 33% U.S. Norm) more so than through a travel agent (9% vs. 14% U.S. Norm).
  • Pre-paid packages also played a larger role in 2001 than previous (16% vs. 19% U.S. Norm, and 9% in 2000 ).
the internet
The Internet
  • Use of the internet to plan Maine trips was lower in 2001 than 2000 (25% vs. 30%) although booking over the internet remained consistent (22% vs. 24%).
  • A key contributing factor would be the difference in Marketable Trip mix between the two years.
    • Touring trips were less important in the mix but are more likely to be planned using the internet.

;

    • Beach trips were more important but are less likely to be planned using the internet.
  • The visitmaine.com and/or the maineattraction.com websites were used to plan 15% of Maine trips.
    • For 13%, they were used to help obtain more information about a destination already decided upon.
    • For 2%, 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.
planning cycle
Planning Cycle

Base: Overnight Marketable Pleasure Trips

planning cycle on maine trips 2001 vs 2000
Planning Cycle on Maine Trips- 2001 vs. 2000

Base: Overnight Marketable Pleasure Trips

information sources used for planning
Information Sources Usedfor Planning

Base: Overnight Marketable Pleasure Trips

information sources used for planning cont d
Information Sources Usedfor Planning (Cont’d)

Base: Overnight Marketable Pleasure Trips

<1

use of the internet for trip planning
Use of the Internet for Trip Planning

Base: Overnight Marketable Pleasure Trips

U.S. Norm

Maine

use of the internet for trip booking
Use of the Internet for Trip Booking

Base: Overnight Marketable Pleasure Trips Booked in Advance

Maine

U.S. Norm

internet used for trip planning
Internet Used for Trip Planning*

Base: Overnight Marketable Pleasure Trips

Note: Small base sizes for Outdoor and Beach trips.

slide112

Use of Information Servicesfor Planning

Base: Overnight Marketable Pleasure Trips

* In 1998 and 1999, question was asked about visitmaine.com only.

reason for using destination website
Reason for Using Destination Website

Base: Overnight Marketable Pleasure Trips

percent who booked in advance
Percent Who Booked In Advance

Base: Overnight Marketable Pleasure Trips

booking cycle
Booking Cycle

Base: Overnight Marketable Pleasure Trips Booked in Advance

booking cycle on maine trips 2001 vs 2000
Booking Cycle on Maine Trips- 2001 vs. 2000

Base: Overnight Marketable Pleasure Trips Booked in Advance

methods of booking
Methods of Booking

Base: Overnight Marketable Pleasure Trips Booked in Advance

use of vacation packages group travel
Use of Vacation Packages & Group Travel

Base: Overnight Marketable Pleasure Trips

use of vacation packages group travel on maine trips 2001 vs 2000
Use of Vacation Packages & Group Travel on Maine Trips- 2001 vs. 2000

Base: Overnight Marketable Pleasure Trips

trip details
Trip Details
  • On Maine trips, the average Travel Party size was 2.7 adults and 0.7 children.
    • The two adults were spouses, friends, or other relatives.
    • Children were present on three-of-ten trips.
    • Travelers traveled alone on 5% of trips.
  • Trip Length was 5.5 nights versus the U.S. Norm of 4.8 nights.
    • Just about three-in-ten trips were 1-2 night get-aways. At the opposite end of the scale, about three-in-ten were 7+ nights long.
    • Both the Maine 5.5 night average and the U.S. Norm were shorter than in 2000.
  • Length of Stay was 3.8 nights of the 5.5 in Maine and balance elsewhere.
trip details cont d
Trip Details (cont’d)
  • Transportation
    • About three-quarters of travelers used their own car when traveling to Maine, versus the national norm of about two-thirds.
  • Accommodation
    • Motels, hotels, rented houses/cottages, and the homes of friends/relatives were favored types of accommodation on Maine trips.
      • All of these at levels were comparable to or over-developed versus the U.S. Norm with the exception of hotels (13% vs. 33%).
distance traveled
Distance Traveled

Base: Overnight Marketable Pleasure Trips

size of travel party
Size of Travel Party

Base: Overnight Marketable Pleasure Trips

Total: 3.3

Total: 3.2

composition of travel party
Composition of Travel Party

Base: Overnight Marketable Pleasure Trips

total nights away
Total Nights Away

Base: Overnight Marketable Pleasure Trips

MaineU.S. Norm

Average Number of Nights 5.5 4.8

total nights away 2000
Total Nights Away - 2000

Base: Overnight Marketable Pleasure Trips

MaineU.S. Norm

Average Number of Nights 6.0 5.7

length of stay
Length of Stay

Base: Overnight Marketable Pleasure Trips

Total: 5.5

Total: 4.8

transportation used to enter maine
Transportation Used to Enter Maine

Base: Overnight Marketable Pleasure Trips from Out-of-state

Personal

Commercial

transportation used in maine
Transportation Used In Maine

Base: Overnight Marketable Pleasure Trips

Personal

Commercial

*Includes Taxi, Train and Plane

accommodations used
Accommodations Used*

Base: Overnight Marketable Pleasure Trips

* Percent of trip nights spent in each type of accommodation

trip activities and experiences
Trip Activities and Experiences
  • Eco-tourism (21% vs. 11% U.S.Norm), the natural environment, and related outdoor activities were key defining interests or components on Maine trips, at levels above U.S. Norm.
    • Leading outdoor activities were going to an ocean beach (47%) viewing wildlife (17%), hiking (19%), and seeing the fall colors (17%).
  • Visitors’ interest in cultural and historic tourism on Maine trips were comparable to U.S. Norm levels and fulfilled by:
    • visiting small towns and villages (66%), historic areas (29%), and landmarks/historic sites (21%).
  • Other popular experiences on Maine trips were:
    • eating lobster (41%), and other unique local foods (26%)
    • shopping for gifts/souvenirs (40%), and at outlets (34%).
regions visited
Regions Visited
  • The most popular regions within Maine in 2001, in rank order, were:
    • The Southern Coast (44%)
    • Greater Portland/Casco Bay region (35%),
    • Downeast Acadia (28%)
    • the Mid-Coast (25%)
    • Maine Lakes and Mountains (19%).
sightseeing
Sightseeing

Base: Overnight Marketable Pleasure Trips

sightseeing cont d
Sightseeing (Cont’d)

Base: Overnight Marketable Pleasure Trips

n/a

n/a

sports recreation
Sports & Recreation

Base: Overnight Marketable Pleasure Trips

sports recreation cont d
Sports & Recreation (Cont’d)

Base: Overnight Marketable Pleasure Trips

particular interests on trip
Particular Interests On Trip

Base: Overnight Marketable Pleasure Trips

dining entertainment
Dining/Entertainment

Base: Overnight Marketable Pleasure Trips

n/a

n/a

n/a

shopping
Shopping

Base: Overnight Marketable Pleasure Trips

regions visited142
Regions Visited

Base: Overnight Marketable Pleasure Trips

slide143

Presque Isle

Allagash Waterway

AROOSTOOK COUNTY

Houlton

Baxter State

Park/Katahdin

KATAHDIN/

MOOSEHEAD

Moosehead

Lake

95

Machias

KENNEBEC &

MOOSE RIVER

VALLEYS

The Forks

DOWNEAST

ACADIA

Bangor

Bar Harbor/Acadia

National Park

Kingfield/

Sugarloaf

Rangeley/

Saddleback

Camden

Augusta

MAINE LAKES

& MOUNTAINS

MID

COAST

495

Lewiston

Bethel/

Sunday River

Boothbay Harbor

Freeport

GREATER PORTLAND/

CASCO BAY

Sebago

Lake

Portland

Old Orchard Beach

95

SOUTHERN MAINE

COAST

Kennebunkport

Ogunquit

Kittery

most visited maine destinations
Most Visited Maine Destinations

Base: Overnight Marketable Pleasure Trips

other maine destinations visited
Other Maine Destinations Visited

Base: Overnight Marketable Pleasure Trips

other maine destinations visited cont d
Other Maine Destinations Visited (cont’d)

Base: Overnight Marketable Pleasure Trips

<1

<1

<1

product delivery148
Product Delivery
  • In order to profile Maine’s product delivery, ratings of Maine by its recent visitors are compared to the U.S. Norm rating across all destinations and their recent visitors.
  • Maine’s performance in 2001 was higher than U.S. Norm for:
    • Family Atmosphere, Adult Atmosphere, Exciting, Worry-free, Affordable, Sightseeing, Sports & Recreation,and Unique.
  • It was comparable to U.S. Norm for:
    • Popular and Climate.
  • It was lower than U.S. Norm for:
    • Luxurious and Entertainment.
maine s product delivery
Maine’s Product Delivery
  • In terms of individual image attributes, Maine’s key product strengths relate to outdoor interests and activities:
    • Excellent mountain climbing
    • Great river rafting
    • Excellent snow skiing
    • Good for hiking/backpacking
    • Great canoeing
    • Excellent hunting
    • Good place for camping
    • Mountain/off road bicycling
    • Good for boating/water sports
    • Children would enjoy
    • Excellent fishing
    • Great for viewing wildlife/birds
traveler priorities
Traveler Priorities

Base: Overnight Marketable Pleasure Trips

maine product delivery overnight marketable trips
Maine Product DeliveryOvernight Marketable Trips

Base: Overnight Marketable Pleasure Trips

family atmosphere
Family Atmosphere

Base: Overnight Marketable Pleasure Trips

adult atmosphere
Adult Atmosphere

Base: Overnight Marketable Pleasure Trips

exciting
Exciting

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Exciting” average for Maine

worry free
Worry Free

Base: Overnight Marketable Pleasure Trips

affordable
Affordable

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Affordable” average for Maine

sightseeing157
Sightseeing

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Sightseeing” average for Maine

sightseeing cont d158
Sightseeing (Cont’d)

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Sightseeing” average for Maine

popular
Popular

Base: Overnight Marketable Pleasure Trips

sports recreation160
Sports & Recreation

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Sports & Recreation” average for Maine

sports recreation cont d161
Sports & Recreation (Cont’d)

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Sports & Recreation” average for Maine

unique
Unique

Base: Overnight Marketable Pleasure Trips

* No U.S. Norm available; excluded from overall “Unique” average for Maine

climate
Climate

Base: Overnight Marketable Pleasure Trips

luxurious
Luxurious

Base: Overnight Marketable Pleasure Trips

entertainment
Entertainment

Base: Overnight Marketable Pleasure Trips

product strengths vs u s norm
Product Strengths Vs. U.S. Norm

Base: Overnight Marketable Pleasure Trips

product weaknesses vs u s norm
Product Weaknesses Vs. U.S. Norm

Base: Overnight Marketable Pleasure Trips

research approach
Research Approach
  • The traveler study was conducted using members of a major U.S. consumer mail panel that is balanced to be representative of U.S. households.
  • Within a household, survey data were obtained about a randomly selected adult household member.
  • To ensure that survey returns were representative, the data were weighted prior to analysis on key demographics.
research approach171
Research Approach
  • The use of representative, rather than convenience samples, allows us to project survey data to the populations of the regions studied.
  • As a result, we are able to provide estimates of total travelers, expenditures, and advertising impacts based on the surveys.
  • In addition to the survey questions, complete demographic data on the respondents were available through the mail panel database.
traveler research method
Traveler Research Method
  • The traveler research begins with Longwoods’ Travel USA®, a syndicated study of the U.S. travel market which contacts 200,000 U.S. households annually.
  • Follow-up research re-contacted representative samples of overnight travelers to Maine identified through that survey.
  • A parallel survey of overnight travelers to any destination was also conducted as part of the syndicated program.
    • these data are used to put the results for Maine in perspective.
  • A survey of day visitors to Maine was also conducted for the 2001 calendar year.
traveler research samples
Traveler Research Samples

(a) Travel USA® Monitor

200,000 surveys were mailed; 124,241 were returned for a return rate of 62%.

(b) National Overnight Visitor Survey

surveys mailed to 2,144 travelers to any destination from the Monitor survey; 1,328 were returned for a return rate of 62%.

(c) Maine Overnight Visitor Survey

surveys mailed to 745 Maine visitors identified through the Monitor survey; 593 were returned for a return rate of 80%.

(d) Maine Day Visitor Survey

surveys mailed to 2,400 Day Trip Market households; 1,757 were returned for a return rate of 73%.