Travel and Tourism in Maine2001 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 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 • 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.
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 • 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 • 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 • 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 • 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 • 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 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 • 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 • 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 • 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 • 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) • 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 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 Total 2000 Business Trips = 324 Million Total 2001 Business Trips = 292 Million
U.S. Overnight Business Trips — 2001 vs. 2000 -5% -14% -11% Conference/ Convention/ Trade Shows Sales/Service Meetings
Size of the U.S. Travel MarketOvernight Trips 1994 -2001 Base: Overnight Trips Up 23% Since 1994
U.S. VFR Trips1994 - 2001 Base: Overnight Trips Up 23% Since 1994
U.S. Marketable Trips1994 - 2001 Base: Overnight Trips Up 27% Since 1994
U.S. Business Trips1994 - 2001 Base: Overnight Trips Up 15% Since 1994
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 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) • 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 Total = 43.0 Million Overnight Trips 9.0 Million (21%) Day Trips 34.0 Million (79%)
Size of Maine’s U.S. Travel Market Total: 44.0 Million Total: 43.0 Million +2% -3%
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 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 + 2% +1% + 8% - 11% All Trips Marketable Pleasure Trips Visit Friends/ Relatives Business Trips
Role of Maine Residents Total: 8.8 Million Total: 9.0 Million
Maine’s Regional Market Includes New England, DC, DE, MD, NJ, NY, and PA
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 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 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 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) • 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 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 Total: 35.2 Million Total: 34.0 Million -3%