travel and tourism in maine the 2003 visitor study the maine highlands prepared for the: maine...
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Travel and Tourism in Maine The 2003 Visitor Study The Maine Highlands
Prepared for the:
Maine Office of Tourism
June 2004
2
Size & Structure of the Maine Highlands Travel Market
The Maine Highlands region of Maine is visited on approximately one in ten of all Maine Day and Overnight trips.
It receives 3.0 million Day trips, 0.8 million Overnight trips on which 1+ nights are spent in the region itself, and another 0.2 million Overnight trips to the state on which the traveler spends some time or passes through The Maine Highlands.
This means that most (80%) of those who spend time in the region are also prompted to overnight in the region.
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Trips to The Maine Highlands
Total: 4.06 Million Trips
Pass-Through0.22 Million
(8%)
Day Trips3.0 Million
(73%)
Stayed Overnight0.84 Million
(18.6%)
4
Key Market Segments
Overnight trips, though smaller in number than day trips, typically generate more traveler revenue for the state because they are longer and often involve spending for commercial accommodation.
Vacation or Marketable trips are worthy of particular attention for similar reasons and because the choice of destination on them is discretionary and open, therefore, to the influence of destination marketing activities.
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Purpose of Overnight Trips to The Maine Highlands
1+ Nights in Region: 1.06 Million Trips
Visit Friends/Relatives 0.41 Million
(39%)
Marketable Pleasure0.45 Million
(42%)
Business0.20 Million
(19%)
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Types of Marketable Trips
Shopping, Touring, and Outdoor trips are the leading types of Day trips taken to the Maine Highlands.
Outdoors, Special Events and Touring are the leading types of Overnight trips.
Touring trips are taken to travel through areas of scenic beauty, cultural or general interest.
Outdoors trips are to experience the natural environment and engage in outdoor activities such as camping, hunting, fishing, hiking, or rafting).
Special Event trips are to attend an event such as a fair, festival, pageant, race, sports meet, or a professional or college ball game.
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Marketable Day Trip Mix
0 20 40 60
Percent
Shopping
Touring
Outdoors
City
Special Event
Beach
Other
26
21
21
13
8
8
3
30
17
21
7
8
11
5
Maine Highlands Maine Norm
Base: Marketable Day Trips
8
Overnight Marketable Trip Mix
0 20 40 60
Percent
OutdoorsSpecial Event
TouringCity
Business-PleasureCountry Resort
BeachSki
Other
38
25
21
5
5
3
2
2
24
10
36
4
4
3
12
2
6
Maine Highlands Maine Norm
Base: Overnight Marketable Trips
<1%
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Making the Trip
The Maine Highlands attracts visitors from areas in similar proportion to the state overall. Seven-in-ten come from New England and the balance from elsewhere in the country.
10
Sources of Business
0 20 40 60
Percent
Massachusetts
Maine
Other New England
Other U.S.
21
26
25
29
23
21
24
32
The Maine Highlands Maine Norm
Base: Total Overnight Trips
11
Making the Trip cont’d
They come throughout the year such that the region is less reliant on the high summer than the state overall.
12
Season of Trip
0 20 40 60
Percent
January - March
April - June
July - September
October - December
23
28
32
18
13
21
48
18
Maine Highlands Maine Norm
Base: Total Overnight Trips
13
Making the Trip cont’d
They stay an average of 5.6 nights in the state and the Maine Highlands captures 3.8 of these.
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Number of Nights in Maine
Total in Maine: 5.6 Nights
Maine Highlands 3.8 Nights
Other Regions1.8 Nights
Base: Total Overnight Trips
15
Making the Trip cont’d
Three-in-ten those nights are spent in the homes of friends and relatives. The balance of nights are widely distributed across other accommodation types, similar to the state overall.
16
Accommodations Used*
0 20 40 60
Percent
House of friends/relativesMotel Hotel
Rented campgroundRented house/cottage
Own houseTime-sharing Unit
Other
30
17
17
7
5
4
2
18
31
11
14
6
12
9
6
10
Maine Highlands Maine Norm
Base: Total Overnight Trips
* Percent of trip nights spent in each type of accommodation
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The Maine Highland Visitor
All kinds of travel parties visit The Maine Highlands, although they do skew somewhat more male and younger on average versus the state wide Norm.
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Travel Party Composition
0 20 40 60 80
Percent
Spouse/Partner Child(ren)
Traveled on ownFriends
Other relativesParent(s)
Business Associates
49
23
23
22
9
7
2
54
21
15
22
13
6
5
Maine Highlands Maine Norm
Base: Total Overnight Trips
19
Gender
0 20 40 60
Percent
Male
Female
55
45
50
50
Maine Highlands Maine Norm
Base: Total Overnight Trips
20
Age
0 20 40 60
Percent
18-34 years
35-54 years
55+ years
32
41
27
29
39
32
Maine Highlands Maine Norm
Base: Total Overnight Trips
21
The Maine Highland Visitor cont’d
Perhaps owing to their age, they plan and book with somewhat shorter lead times, albeit using the typical information sources. The internet is the leading source other than personal experience and friendly advice.
22
Planning Cycle
Base: Total Overnight Trips
1 month or less 2 months 3-5 months 6 months or more0
20
40
60
80
Per
cent
52
1811
19
44
1620 20
Maine Highlands Maine Norm
23
Booking Cycle
Base: Total Overnight Trips Booked in Advance
1 month or less 2 months 3-5 months 6 months or more0
20
40
60
80
Per
cent
64
10 13 14
44
18 20 17
Maine Highlands Maine Norm
Note: On 33% of Total Overnight Trips there was no advance booking.
24
Information Sources Used
0 20 40 60
Percent
Personal experienceOnline/Internet
Friends/Relatives' adviceBooks
Auto clubHotel/Resort
Airline/commercial carrierVisitors Bureau
Magazines
44
25
19
13
12
11
9
7
6
47
24
20
12
11
10
6
8
7
Maine Highlands Maine Norm
Base: Total Overnight Trips
25
The Maine Highlands Experience
Their trips provided a rich and varied experience ranging from the outdoors, to shopping, enjoying local foods, and visiting historic areas. Nonetheless, the hallmarks of the Maine Highlands trips are exploring the wilderness, the natural environment, viewing wildlife, and visiting national/state parks and the countryside.
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Things Experienced on Trip
0 20 40 60 80
Percent
Wilderness Areas Small Towns/Villages
Lakes and RiversShopping
Rural Farming Explore Natural Environment
Ate a LobsterViewing wildlife
Beaches/OceansLL Bean
Historic AreasScenic Byway
54
53
44
43
33
31
28
25
24
20
20
19
34
60
41
53
24
21
32
15
46
22
20
28
Maine Highlands Maine Norm
Base: Total Overnight Trips
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Things Experienced on Trip cont’d
0 20 40 60 80
Percent
Wildlife I do not usually seeNational/State ParkUnique Local Foods
Fair/Exhibition/Festival Went to an ocean beach Landmarks/Historic Sites
Swam in a pool Bar/Disco/NightclubElegant Restaurants
Museum/Science ExhibitDay Cruise
Entertainment/Shows
19
18
18
14
12
11
9
9
7
7
6
4
15
12
26
8
29
17
10
12
11
11
7
7
Maine Highlands Maine Norm
Base: Total Overnight Trips
28
The Maine Highlands Experience cont’d
Bangor is another hallmark. It calls half of all Maine Highlands visitors to its doorstep. Whereas, Moosehead Lake-Greenville and Baxter State Park-Katahdin attract about only 15% of the region’s visitors.
29
Regional Destinations Visited
Base: Total Overnight Trips
0 20 40 60 80
Percent
Bangor
Moosehead Lake-Greenville
Baxter State Park-Katahdin
48
15
14
30
Product Delivery
The Maine Highlands visitors are well satisfied with Maine as a vacation destination. It stands well ahead of the U.S. Norm across a gamut of factors and especially Sports & Recreation.
31
Product Delivery
0 20 40 60 80 100Percent Who Strongly Agree
ExcitingAdult Atmosphere
Family AtmosphereUniquePopular
Worry FreeSightseeing
LuxuriousAffordable
Sports & RecreationClimate
Entertainment
62
80
73
54
51
74
54
31
54
65
53
38
46
62
48
39
55
51
45
44
45
36
50
38
Maine Highlands Visitors U.S. Norm
Base: Total Overnight Trips
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Product Delivery cont’d
Indeed, as many as six-in-ten of The Maine Highlands visitors strongly agree that the state has excellent opportunities for Sports & Recreation. The list includes both cold and warm weather activities and those engaged in on land and water.
33
Top Strengths
0 20 40 60 80 100
Percent Who Strongly Agree
Excellent snow skiing/snowboardingGood for hiking/backpackingExcellent mountain climbing
Great for mountain/off road bicyclingGreat river rafting
Great canoeing/kayakingGood place for camping
Beautiful sceneryExcellent fishing
Great for boating/water sports
60
53
52
52
51
45
43
36
36
36
Base: Total Overnight Trips
34
The Bottom Line
The Maine Highlands are an outdoor wonderland but also provide a rounded experience.
Notable marketing opportunity remains, nonetheless, in increasing the number of Maine visitors who at least spend some time in The Maine Highlands and thereby also develop an increased touring business.
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Research Background
This report was prepared for the Maine Office of Tourism by Longwoods International.
Visitor volume and travel profile data come from: Travel USA®, Longwoods' syndicated survey of the U.S.
travel market that contacts a representative sample of 200,000 U.S. households annually,
the follow-up survey of Maine overnight visitors identified through Travel USA® and,
the Maine Day Visitor Study.