travel and tourism in maine the 2004 visitor study management report prepared for the: maine office...

Travel and Tourism in Maine The 2004 Visitor

StudyManagement Report

Prepared for the:Maine Office of Tourism

July 14, 2005

2

2004 Travel

Year

Table of Contents

Page

Background and Research Objectives 3

Research Method 4

Key Research Definitions 6

Summary and Conclusions 11

Results in DetailSize & Structure of the U.S. Travel Market 18Size & Structure of Maine’s Travel Market 34

Maine Travel Trends 37Maine’s Competitive Position: Overnight Trips 69Travel Expenditures 78Economic Impacts 98Overnight Marketable Trip Profile 111Traveler Priorities and Product Delivery 171

3

2004 Travel

Year

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 Maine’s performance within its regional overnight

travel market visitor expenditures and economic impact estimates of travel

and tourism in Maine profiles of Maine’s overnight marketable trips and travelers.

4

2004 Travel

Year

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

2004 Travel

Year

Research Method cont’d

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 Maine’s day

trip market

to profile the number and types of Maine day trips and related expenditures.

6

2004 Travel

Year

Key Research Definitions

A TRIP is defined as any day or overnight (1+ nights away from home) journey for business or pleasure outside one’s 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

2004 Travel

Year


Trip-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

2004 Travel

Year


Marketable 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

2004 Travel

Year


Markets of Interest

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.

Summary and Conclusions

11

2004 Travel

Year

Maine’s U.S. Travel Market

The travel and tourism industry continues to be a significant and growing contributor to Maine’s 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

2004 Travel

Year

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

2004 Travel

Year

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

2004 Travel

Year

Maine’s Market Position

Maine’s 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

2004 Travel

Year

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 (32%)

enjoying the outdoors (20%)

for a beach vacation (14%)

attending a special event (11%)

Maine’s most important source of overnight marketable trips continued to be its regional market.

16

2004 Travel

Year

Product Delivery

Maine has an outstanding tourism product. Visitors hold favorable impressions.

The state’s signature strengths relate to: providing a Family Atmosphere,

being Unique, yet Worry-free

with Sightseeing, as well as Sports & Recreation.

Results in Detail

18

2004 Travel

Year

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

2004 Travel

Year

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

2004 Travel

Year

Size of the U.S. Travel Market 2004 Overnight Trips

Total = 1.530 Billion

Marketable Pleasure647 Million

(43%)

Business267 Million

(16%)

Visit Friends/Relatives616 Million

(41%)

21

2004 Travel

Year

U.S. Overnight Marketable Trip Mix

2004 Travel Year

0 5 10 15 20

Percent

TouringSpecial Event

OutdoorsCasinoBeach

Business/PleasureCity

Theme ParkCruise

Country ResortSki

18

16

13

13

11

10

7

4

3

3

2

22

2004 Travel

Year

U.S. Market Trends 2004 vs. 2003

-10 -5 0 5 10

Percent Change

All Trips

Visit Friends/Relatives

Marketable Pleasure

Business Trips

2

1

4

1

23

2004 Travel

Year

U.S. Market Trends 2004 vs. 2003

-10 0 10 20

Percent Change

All Pleasure Trips

Combined Business/PleasureCruise

OutdoorsBeach

CityCasinoTouring

Visit Friends/RelativesSpecial Event

Country ResortTheme Park

Ski

2

19

11

8

6

4

2

2

1

-2

-4

24

2004 Travel

Year

Size of the U.S. Travel MarketOvernight Trips

1999 2000 2001 2002 2003 20040

500

1,000

1,500

2,000

Trip

s (M

illio

ns)

1,478 1,493 1,458 1,512 1,494 1,530

4% higherthan in 1999

Base: Overnight Trips

+1%+2% +4%-2% -1% +2%

25

2004 Travel

Year

U.S. VFR Trips

1999 2000 2001 2002 2003 20040

200

400

600

800

Trip

s (M

illio

ns)

570 578 589 615 609 616

Base: Overnight VFR Trips


-1% -1%+1% +2% +4% +1%

26

2004 Travel

Year

U.S. Marketable Trips

1999 2000 2001 2002 2003 20040

200

400

600

800

Trip

s (M

illio

ns)

582 591 578 614 620 647

Base: Overnight Marketable Trips


+1%+5% +2% -2% +6%

+4%

27

2004 Travel

Year

U.S. Business Trips

1999 2000 2001 2002 2003 20040

200

400

600

800

Trip

s (M

illio

ns)

324 324 291 283 265 267

Base: Overnight Business Trips

-3% -6%+3% ± 0% -10%

18% lowerthan in 1999

+1%

28

2004 Travel

Year

Marketable Trip Trends by State

2004 vs. 2003Percent Change

-1% to -10%

+1 to 10%

No change

+11% or more

-11% or more

29

2004 Travel

Year


2003 vs. 2002Percent Change

-1% to -10%

+1 to 10%

No change

+11% or more

-11% or more

30

2004 Travel

Year


2002 vs. 2001Percent Change Over Time

-1% to -10%

+1 to 10%

No change

+11% or more

-11% or more

31

2004 Travel

Year


2001 vs. 2000Percent Change Over Time

-1% to -10%

+1 to 10%

No change

+11% or more

-11% or more

32

2004 Travel

Year

U.S. Marketable Trips % Change From 1994 to 2004

-20 0 20 40 60 80 100 120 140

Percent

CruiseCasino

City Beach

Special EventTheme Park

Business/PleasureTouringOutdoor

Country ResortSki

128

121

69

49

41

39

35

33

14

5

-11

Size & Structure of Maine’s Travel Market

34

2004 Travel

Year

Performance of Maine’s Travel Market

Maine’s 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

2004 Travel

Year

Performance of Maine’s Travel Market cont’d

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

2004 Travel

Year

Performance of Maine’s Travel Market cont’d

Non-residents and the nearby region were important contributors to Maine’s 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

2004 Travel

Year

Maine Travel Trends

Maine’s 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.


38

2004 Travel

Year

Maine Travel Trends cont’d

By Key Segments

Among Maine’s 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

2004 Travel

Year

Size of Maine’s U.S. Travel Market

2004 Travel Year

Day Trips34.7 Million

(80%)Overnight Trips

8.9 Million(20%)

Total = 43.6 Million

Base: Total Overnight and Day Trips

40

2004 Travel

Year

Maine’s U.S. Travel Market

1999 2000 2001 2002 2003 20040

20,000

40,000

60,000

Trip

s (T

hous

ands

)

43,697 44,024 43,067 43,839 43,765 43,689

± 0%+6 % -2%


+1 %

N/C vs. 1999

+2 %

41

2004 Travel

Year

Maine Overnight Trips

1999 2000 2001 2002 2003 20040

2,000

4,000

6,000

8,000

10,000

12,000

Trip

s (T

hous

ands

)

9,441 8,823 9,024 9,155 9,066 8,937

+1%- 6 % +2%


+9%


-1% - 1 %

42

2004 Travel

Year

Maine Overnight VFR Trips

1999 2000 2001 2002 2003 20040

2,000

4,000

6,000

Trip

s (T

hous

ands

)

4,0853,635 3,926 3,966 3,968 3,629

+1%+14% +8%

Base: Overnight VFR Trips

- 11%± 0%


-9%

43

2004 Travel

Year

Maine Overnight Marketable Trips

1999 2000 2001 2002 2003 20040

2,000

4,000

6,000

Trip

s (T

hous

ands

)

4,323 4,268 4,289 4,332 4,151 4,153


+10% -4%± 0% +1%-1%


±0%

44

2004 Travel

Year

Maine Overnight Business Trips

1999 2000 2001 2002 2003 20040

1,000

2,000

3,000

4,000

5,000

Trip

s (T

hous

ands

)

1,032 919 809 857 947 1,155

- 9%- 12% +6%

Base: Overnight Business Trips

- 11% +11%


+22%

45

2004 Travel

Year

Marketable Trip MixOvernight Trips

0 10 20 30 40 50

Percent

TouringOutdoors

BeachSpecial Event


Country ResortCruise

SkiTheme Park

Casino

32

20

14

11

6

5

4

3

3

1

18

13

11

16

10

7

3

3

2

4

13

Maine US Norm

N/A


46

2004 Travel

Year

Marketable Trip MixMaine Overnight Trips

0 10 20 30 40 50

Percent

TouringOutdoors

BeachSpecial Event


Country ResortCruise

SkiTheme Park

32

20

14

11

6

5

4

3

3

1

36

24

12

10

4

4

3

4

2

1

2004 2003


47

2004 Travel

Year

Marketable Trip MixMaine Overnight Trips

0 10 20 30 40 50

Percent

TouringOutdoors

BeachSpecial Event

Business/PleasureCruise

CityCountry Resort

36

24

12

10

4

4

4

3

38

21

12

9

4

4

4

4

2003 2002


Role of Maine andRegional Residents

49

2004 Travel

Year

Role of Maine Residentson Maine Overnight Trips

1999 2000 2001 2002 2003 20040

4,000

8,000

12,000

Tri

ps

(Th

ou

san

ds)

1,544 1,265 1,4071,988 1,890 1,644

7,8977,558 7,617

7,167 7,176 7,293

Residents Non-Residents


50

2004 Travel

Year

Maine’s Regional Market

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

51

2004 Travel

Year

Role of Maine’s Regional Market

Maine Overnight Trips

Total: 8.9 Million

Other U.S. Markets1.9 Million

(21%)

Regional Market* 7.0 Million

(79 %)

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

52

2004 Travel

Year

Role of Regional Residentson Maine Overnight Trips*

1998 1999 2000 2001 2002 2003 20040

2

4

6

8

10

12T

rip

s (M

illio

ns)

7.07.7

7.0 7.1 6.7 7.0 7.0

1.6

1.7

1.8 1.9 2.4 2.1 1.9

Regional Residents Other U.S. Residents


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

53

2004 Travel

Year

Maine’s Overnight Trip Segments

Regional vs. Other U.S. Markets

0 20 40 60

Percent

Marketable Trips

VFR

Business Trips

49

39

12

46

41

13

Regional Market* Other U.S. Markets

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


54

2004 Travel

Year

Maine Marketable Trip MixOvernight Trips by Market

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


0 20 40 60

Percent

TouringOutdoors

BeachSpecial Event

CityCountry Resort

Business-PleasureSki

CruiseTheme Park

29

26

16

12

5

5

4

3

1

1

56

9

3

6

4

2

11

8

1

Regional Market * Other U.S. Markets

<1%

Maine’s Day Trips

56

2004 Travel

Year

Maine’s Day Trips

1999 2000 2001 2002 2003 20040

9,000

18,000

27,000

36,000

45,000

Tri

ps

(Th

ou

san

nd

s)

34,256 35,201 34,043 34,684 34,699 34,752

+2%-4%+3%+5%

Base: Day Trips

±0%


±0%

57

2004 Travel

Year

Maine’s Day Trip Segments

1999 2000 2001 2002 2003 20040

20

40T

rip

s (M

illio

ns)

2.8 2.7 2.6 3.2 2.5 2.4

11.5 12.5 12.8 11.5 11.2 11.5

20.0 20.0 18.6 20.0 21.0 20.8

Business Visit Friends/Relatives Marketable

34.0 34.7 35.2 34.3

Base: Day Trips

34.7 34.7 Million

58

2004 Travel

Year

Marketable Trip MixMaine Day Trips

0 10 20 30 40

Percent

Shopping

Outdoors

Beach

Touring

City

27

22

11

17

12

30

17

13

18

9

30

21

11

17

7

27

25

11

14

11

2001 2002 2003 2004

Base: Marketable Day Trips

59

2004 Travel

Year

Marketable Trip MixMaine Day Trips cont’d

0 10 20 30 40

Percent

Special Event

Cruise

Country Resort

Theme Park

Ski

7

0.1

1

1

2

7

1

1

1

1

8

1

0.4

2

2

8

1

1

3

2

2001 2002 2003 2004

Base: Marketable Day Trips

60

2004 Travel

Year

Role of Maine Residents Day Trips

Total = 34.7 Million

Maine Residents15.0 Million

(43%)

Boston14.4 Million

(42%)

Other Day Trip Region *5.3 Million

(15%)

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

Base: Day Trips

61

2004 Travel

Year

Role of Maine Residentson Day Trips

1999 2000 2001 2002 2003 20040

10,000

20,000

30,000

40,000

Tri

ps (

Tho

usan

ds)

15,913 16,983 16,592 16,175 15,802 15,071

18,34318,218 17,451 18,509 18,897 19,680


Base: Day Trips

62

2004 Travel

Year

Role of Maine’s Residents Day Trips

1999 2000 2001 2002 2003 20040

10

20

30

40Tr

ips

(Mill

ions

)

4.0 4.1 3.7 3.5 4.6 5.3

14.4 14.1 13.7 14.9 14.3 14.4

15.9 17.016.6 16.2 15.8 15.0

Other Day Trip Region * Boston Residents

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

Base: Day Trips

Trip Summary

64

2004 Travel

Year

Trips To Maine — 2004

Day Trips Overnight Trips

Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

8.3

12.5

20.8

0.6

3.6

4.2

25.0

VFR

5.3

6.2

11.5

0.5

3.1

3.6

15.1

Business

1.4

1.0

2.4

0.5

0.6

1.1

3.5

Total

15.0

19.7

34.7

1.6

7.3

8.9

43.6

(Millions of trips)

65

2004 Travel

Year



Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

9.7

11.3

21.0

0.8

3.4

4.2

25.2

VFR

4.6

6.6

11.2

0.8

3.2

4.0

15.2

Business

1.5

1.0

2.5

0.3

0.6

0.9

3.4

Total

15.8

18.9

34.7

1.9

7.2

9.1

43.8

(Millions of trips)

66

2004 Travel

Year



Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

8.7

11.3

20.0

0.8

3.4

4.3

24.3

VFR

5.8

5.7

11.5

0.9

3.2

4.0

15.5

Business

1.7

1.5

3.2

0.2

0.6

0.8

4.0

Total

16.2

18.5

34.7

1.9

7.2

9.1

43.8

(Millions of trips)

67

2004 Travel

Year



Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

9.6

9.0

18.6

0.7

3.6

4.3

22.9

VFR

5.6

7.2

12.8

0.6

3.3

3.9

16.7

Business

1.5

1.1

2.6

0.1

0.7

0.8

3.4

Total

16.6

17.4

34.0

1.4

7.6

9.0

43.0

(Millions of trips)

Maine’s Competitive Position:

Overnight Trips

69

2004 Travel

Year

Maine’s Competitive PositionWithin the U.S. Travel Market

Maine’s 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

2004 Travel

Year

Maine’s Competitive Position U.S. Travel Market

Rank of Maine Among 50 U.S. States

1999 2000 2001 2002 2003 2004

All Trips 39 38 39 38 38 38Touring Trips 25 18 25 25 28 28Outdoors Trips 15 26 25 23 19 28Beach Trips 17 19 15 16 16 17Special Event Trips 48 42 39 44 39 41


71

2004 Travel

Year

Maine’s Competitive PositionWithin the Regional Travel Market

Maine’s 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.


72

2004 Travel

Year

Maine’s Market Share Maine’s Share of Marketable Trips Taken by Regional Residents to Anywhere

1998 1999 2000 2001 2002 2003 20040

1

2

3

4

5

Per

cent

3.7 3.83.5

3.83.5 3.3 3.2

Base: Overnight Marketable Trips by Regional Residents to All Destinations


73

2004 Travel

Year

Region’s Market Share Region’s Share of Marketable Trips Taken by Regional Residents to Anywhere

1999 2000 2001 2002 2003 20040

20

40

60

80

Per

cent

60.1 58.3 60.2 60.8 60.2 60.4

Base: Overnight Marketable Trips by Regional Residents to Anywhere


74

2004 Travel

Year

Maine’s Intra-Region Market Share Maine’s Share of Marketable Trips Taken by Regional Residents Within the

Region

1999 2000 2001 2002 2003 20040

2

4

6

8

Per

cent

6.3 5.9 6.25.5 5.5 5.3

Base: Overnight Marketable Trips by Regional Residents Within the Region


75

2004 Travel

Year

Maine’s Temperature in Summer 2004 (June-Aug)

Source: ‘Climate at a Glance’; National Climatic Data Center

76

2004 Travel

Year

Maine’s Precipitation in Summer 2004 (June-Aug)

Source: ‘Climate at a Glance’; National Climatic Data Center

Travel Expenditures

78

2004 Travel

Year

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

2004 Travel

Year

Traveler Expenditures cont’d

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 Maine’s economy,

spending $4.5 billion across Overnight ($2.4 billion) and Day trips ($2.1 billion).

80

2004 Travel

Year

Traveler Expenditures cont’d

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

2004 Travel

Year

Travel Expenditures In Maine2004 Travel Year

Total = $6.2 Billion

Day Trips$3.5 Billion

(56%)

Overnight Trips$2.7 Billion

(44%)

82

2004 Travel

Year

Total Travel Expenditures in Maine

Across Overnight & Day Trips

1999 2000 2001 2002 2003 20040

2,000

4,000

6,000

8,000

Do

llars

(M

illio

ns)

5,0225,385 5,613

6,204 6,135 6,199


+2% +7%+4%

+10% -1%


+1%

83

2004 Travel

Year

Travel Expenditures in Maineon Overnight Trips



1999 2000 2001 2002 2003 2004$0

$1,000

$2,000

$3,000

$4,000

Do

llars

(M

illio

ns)

$2,194 $2,275 $2,443$2,640 $2,648 $2,689

± 0%

+3%+4%

+8%+7%

+2%

84

2004 Travel

Year

Travel Expenditures in Maineon Day Trips


Base: Day Trips

1999 2000 2001 2002 2003 2004$0

$1,000

$2,000

$3,000

$4,000

$5,000

Do

llars

(M

illio

ns)

$2,828$3,110 $3,170

$3,564 $3,486 $3,510

-2%

+1% +10%+2%

+12% +1%

85

2004 Travel

Year

Travel Expenditures By Category

Retail$1.9 Billion

(31%)

Accommodations$0.8 Billion

(13%)

Recreation$0.8 Billion

(13%)

Transportation$1.0 Billion

(15%)

Restaurant Food $1.7 Billion

(28%)

Total = $6.2 Billion


86

2004 Travel

Year

Travel Expenditures by Category

Retail

1999 2000 2001 2002 2003 2004$0

$500

$1,000

$1,500

$2,000

$2,500

Do

llars

(M

illio

ns)

$1,931 $1,916 $1,931 $1,958 $1,910 $1,919


-2%+2% -1% +1% +1% +1%

87

2004 Travel

Year


Restaurant Food

1999 2000 2001 2002 2003 2004$0

$500

$1,000

$1,500

$2,000

$2,500

Dol

lars

(M

illio

ns)

$1,275

$1,556$1,671

$1,805 $1,709 $1,747


Note: Includes Restaurant Food & Beverage expenditures for Breakfast, Lunch , Dinner and Snacks

-5%

-4%

+22% +7% +8% +2%

88

2004 Travel

Year


Transportation

1999 2000 2001 2002 2003 2004$0

$500

$1,000

$1,500

$2,000

$2,500

Dol

lars

(M

illio

ns)

$721 $717 $778$986 $1,028 $946


+27% +4%

+5% -1% +9%-8%

89

2004 Travel

Year


Accommodations

1999 2000 2001 2002 2003 2004$0

$500

$1,000

$1,500

$2,000

$2,500

Do

llars

(M

illio

ns)

$608 $660 $701 $730 $731 $805


±0%

+10% +8% +6% +4%+10%

90

2004 Travel

Year


Recreation

1999 2000 2001 2002 2003 2004$0

$500

$1,000

$1,500

$2,000

$2,500

Dol

lars

(M

illio

ns)

$487 $536 $532$725 $779 $783


+7%+3% +10% -1%

+36%+1%

91

2004 Travel

Year

Travel Expenditures By SectorOvernight vs. Day Trips

$1.9 Billion

$0.8 Billion

$1.7 Billion

$1.0 Billion

$0.8 Billion

$0 $1 $2 $3

Billions of Dollars

Retail

Restaurant Food

Accommodations

Transportation

Recreation

$0.6

$0.6

$0.8

$0.4

$0.3

$1.3

$1.1

$0.6

$0.5

Overnight Day


92

2004 Travel

Year

Travel Expenditures By Purpose Of Trip

Total: $6.2 Billion

Marketable Pleasure Trips$4.0 Billion

(64%)

Business Trips$0.4 Billion

(7%)

Visit Friends/Relatives$1.8 Billion

(29%)


93

2004 Travel

Year

Travel Expenditures By Purpose Of Trip

$0 $1 $2 $3 $4

Billions of Dollars

Overnight

Day

$1.6

$2.4

$0.8

$1.0

$0.3

$0.1

Marketable Pleasure Visit Friends/Relatives Business

$3.5 Billion

$2.7 Billion


94

2004 Travel

Year

Travel ExpendituresRole Of Maine Residents

$0 $1 $2 $3 $4

Billions of Dollars

Overnight

Day

$0.3

$1.4

$2.4

$2.1


$3.5 Billion

$2.7 Billion

Base: Overnight and Day Trips

95

2004 Travel

Year

Travel Expenditures By Sectorby Residents of Maine

$502 Million

$113 Million

$454 Million

$306 Million

$292 Million

$0 $200 $400 $600 $800

Millions of Dollars

Retail

Restaurant Food

Accommodations

Transportation

Recreation

$37

$56

$113

$45

$19

$465

$398

$261

$273

Overnight Day


96

2004 Travel

Year

Travel Expenditures By Sectorby Non-Residents of Maine

$1,417 Million

$692 Million

$1,292 Million

$639 Million

$491 Million

$0 $500 $1,000 $1,500

Millions of Dollars

Retail

Restaurant Food

Accommodations

Transportation

Recreation

$543

$610

$692

$344

$228

$874

$682

$295

$263

Overnight Day


Economic Impacts of TourismTrips by Residents & Non-Residents

98

2004 Travel

Year

Economic Impacts

The economic impacts of tourism reported herein were provided by the Maine’s 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

2004 Travel

Year

Economic Impacts cont’d

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.

Economic Impacts of TourismTrips by Residents & Non-Residents

101

2004 Travel

Year

Economic Impact of TourismTrips 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

Base: Maine Trips by Residents & Non-Residents

102

2004 Travel

Year

Sales by Sector Trips by Residents & Non-Residents


Total: $13.6 Billion

Services(43%)

Retail(43%)

Construction(2%)

Wholesale(12%)

103

2004 Travel

Year

Job Creation by Sector Trips by Residents & Non-Residents


Total: 176,633

Services(62%)

Retail(33%)

Construction(2%)

Wholesale(3%)

104

2004 Travel

Year

Tax Revenues from Tourism Trips by Residents & Non-Residents

Base: Maine Trips by Residents & Non-Residents of Maine

Total: $531.3 Million

Sales Tax$293.6 Million

(55%)

Personal Income Tax$149.4 Million

(28%)

Gasoline Tax$88.3 Million

(17%)

Economic Impacts of TourismTrips by Non-Residents

106

2004 Travel

Year

Economic Impact of TourismTrips by Non-Residents

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

Base: Trips by Non-Residents to Maine

107

2004 Travel

Year

Sales by SectorTrips by Non-Residents


Total: $9.8 Billion

Services(42%)

Retail(44%)

Construction(2%)

Wholesale(12%)

108

2004 Travel

Year

Job Creation by SectorTrips by Non-Residents


Total: 127,869

Services(63%)

Retail(32%)

Construction(2%)

Wholesale(3%)

109

2004 Travel

Year

Tax Revenues from TourismTrips by Non-Residents


Total: $375.4 Million

Sales Tax$213.1 Million

(57%)

Personal Income Tax$108.1 Million

(29%)

Gasoline Tax$54.2 Million

(14%)

Overnight Marketable Trip Profile

111

2004 Travel

Year


This section of the report profiles Overnight Marketable Trips to Maine and draws comparisons to the U.S. Norm for such trips.

Maine’s 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

2004 Travel

Year

Season of Trip


0 20 40 60 80

Percent

January-March

April-June

July-September

October-December

8

25

52

16

20

28

32

20

Maine US Norm

113

2004 Travel

Year

Month of Marketable Trips2001-2004

Jan Mar May July Sept Nov0

5

10

15

20

25

Per

cent

of A

nnua

l Vol

ume

2001 2002 2003 2004


Sources of Business

115

2004 Travel

Year


Sources 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 DMA’s (including those of Boston and New York City) may exceed the percentage sourced from the city’s 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

2004 Travel

Year

Sources Of Businessfrom Out-of-State

States contributing more than 10%

States contributing 4% - 10%

DMAs contributing more than 4%

Base: Overnight Marketable Trips from Out-of-State

117

2004 Travel

Year

State Sources of Overnight Trips

From Out-of-State

0 10 20 30 40

Percent

MassachusettsNew Hampshire

New YorkConnecticut

PennsylvaniaCalifornia

Rhode IslandNew Jersey

MarylandOhio

VermontFloridaVirginia

Texas

38

8

7

6

5

4

4

3

2

2

2

2

2

2


118

2004 Travel

Year

Urban Sources Of Overnight Trips

from Out-of-State*

0 10 20 30 40

Percent

BostonNew York

Hartford/New HavenProvidence/New Bedford

Springfield/HolyokePhiladelphia

Burlington/PlattsburgAlbany/Schenectady

Los AngelesBaltimore

36

7

6

6

5

3

3

2

2

2


* DMA of residence

Demographics

120

2004 Travel

Year


Demographics

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

2004 Travel

Year

Age


0 10 20 30 40

Percent

18-24 years25-34 years35-44 years45-54 years55-64 years

65+ years

8

18

31

16

14

13

12

20

24

20

13

12

Maine U.S. Norm

Maine U.S. NormAverage Age 44.7 43.9

122

2004 Travel

Year

Marital Status


0 20 40 60 80

Percent

Married

Single

Divorced/Widowed

61

26

13

62

20

19

Maine U.S. Norm

123

2004 Travel

Year

Household Size


0 20 40 60

Percent

1 member

2 members

3 members

4 members

5+ members

21

42

13

13

11

21

38

16

15

10

Maine U.S. Norm

124

2004 Travel

Year

Children in Household


0 20 40 60 80

Percent

No Children Under 18

Any Child Between 13-17

Any Child Between 6-12

Any Child Under 6

68

8

15

12

67

13

15

13

Maine U.S. Norm

125

2004 Travel

Year

Employment


0 20 40 60 80

Percent

Full time

Part time

Not Employed for Pay

62

15

23

64

14

22

Maine U.S. Norm

126

2004 Travel

Year

Occupation

Base: Overnight Marketable Trips by Those Employed

0 20 40 60 80

Percent

Manager/Professional

Other White Collar

Blue Collar

Other/Armed Forces

62

15

16

6

58

16

18

9

Maine U.S. Norm

127

2004 Travel

Year

Income


0 20 40 60

Percent

$75K+

$50K-$74.9K

$25K-$49.9K

Under $25K

35

25

26

13

39

24

24

14

Maine U.S. Norm

128

2004 Travel

Year

Education


0 20 40 60

Percent

Post-Graduate

College Graduate

Some College

High School or Less

21

31

23

25

17

30

27

26

Maine U.S. Norm

Trip Planning and Booking

130

2004 Travel

Year


Travel Planning and Booking

Maine’s 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

2004 Travel

Year


Travel Planning and Booking cont’d

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

2004 Travel

Year

Planning Cycle


1 month or less 2 months 3-5 months 6 months or more0

20

40

60

80

Per

cent

25 26 2327

34

1722

27

Maine U.S. Norm

133

2004 Travel

Year

Information Sources Usedfor Planning


0 20 40 60

Percent

Personal experienceOnline/Internet

Friends/Relatives' adviceBooks

Auto clubHotel/Resort

Visitors BureauMagazines

Toll-Free Number

48

33

27

19

16

13

13

7

5

44

36

21

13

5

21

7

8

10

Maine U.S. Norm

134

2004 Travel

Year

Information Sources Usedfor Planning cont’d


0 20 40 60

Percent

Travel agentAirline/commercial carrier

Government tourism officeAssociation/club

NewspapersTV

Group tour company

4

4

4

3

3

2

2

9

9

3

6

2

2

4

Maine U.S. Norm

135

2004 Travel

Year

Use of the Internet for Trip Planning

1997 1998 1999 2000 2001 2002 2003 2004 1997 1998 1999 2000 2001 2002 20030

10

20

30

40

Pe

rce

nt

1216

21

30

25

3531

33

7

13

18

2932

3836

Maine U.S. Norm


136

2004 Travel

Year

Use of Information Servicesfor Planning


Office of Tourism visitmaine.com *0

5

10

15

20

25

Per

cent

13

16

12

1617

20

10

151518

2000 2001 2002 2003 2004

* Prior to 2003, numbers reflect use of visitmaine.com and/or maineattraction.com

137

2004 Travel

Year

Reason for Using Destination Website


0 10 20 30

Percent

Used visitmaine.com

- To obtain info about a destination

- To help choose which destination to visit

18

12

5

138

2004 Travel

Year

Percent Who Booked In Advance


Maine U.S. Norm0

20

40

60

80

100

Per

cent

79 80

139

2004 Travel

Year

Booking Cycle

Base: Overnight Marketable Trips Booked in Advance

1 month or less 2 months 3-5 months 6 months or more0

20

40

60

80

Per

cent

34

2028

18

42

22 19 17

Maine U.S. Norm

140

2004 Travel

Year

Methods of Booking

Base: Overnight Marketable Trips Booked in Advance

Travel Agent Internet0

10

20

30

40

50

60

Per

cent

6

40

13

46

Maine U.S. Norm

141

2004 Travel

Year

Use of Vacation Packages & Group Travel


0 5 10 15 20 25

Percent

Pre-Paid package

Escorted group tour

9

4

19

5

Maine U.S. Norm

Marketable Trip Characteristics

143

2004 Travel

Year


Trip 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

2004 Travel

Year


Trip Details cont’d

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

2004 Travel

Year



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

2004 Travel

Year



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

2004 Travel

Year

Size of Travel Party


0 1 2 3

Average

Maine

U.S. Norm

2.8

2.8

0.6

0.5

Adults Children

Total: 3.4

Total: 3.3

148

2004 Travel

Year

Composition of Travel Party


0 20 40 60 80

Percent

Spouse/PartnerChild(ren)Friend(s)

Other Relative(s)Parent(s)

Just MyselfBusiness Associate(s)

74

26

22

17

9

5

1

57

25

25

13

12

14

2

Maine U.S. Norm

149

2004 Travel

Year

Total Nights Away


0 10 20 30 40

Percent

1 Night2 Nights

3-4 Nights5-6 Nights

7-13 Nights14+ Nights

12

19

19

13

30

7

13

17

30

13

20

6

Maine 2004 U.S. Norm

Maine U.S. NormAverage Number of Nights 6.3 5.1

150

2004 Travel

Year

Total Nights Away on Maine Trips


0 10 20 30 40

Percent

1 Night2 Nights

3-4 Nights5-6 Nights

7-13 Nights14+ Nights

7

20

23

11

31

9

11

20

20

11

31

7

12

19

19

13

30

7

2002 2003 2004

Average Number of Nights 6.6 6.8 6.3

151

2004 Travel

Year

Length of Stay


0 2 4 6 8

Average

Maine

U.S. Norm

4.7

3.8

1.6

1.4

This Place Other Places

Total: 6.3

Total: 5.2

152

2004 Travel

Year

Transportation Used to Enter Maine

Base: Overnight Marketable Trips from Out-of-state

0 20 40 60 80

Percent

Own CarTruck/Van/RV

Rental Car

Ferry/BoatPlane

Bus

73

7

7

5

5

3

59

9

5

2

25

3

Maine U.S. Norm

Personal

Commercial

153

2004 Travel

Year

Transportation Used in Maine


0 20 40 60 80

Percent

Own CarRental Car

Truck/Van/RVBicycle/Motorcycle

Motor/sailboat

BusFerry/BoatShuttle van

TaxiOther

77

11

8

6

2

6

6

3

1

3

58

15

9

1

1

8

5

7

8

10

Maine U.S. Norm

Personal

Commercial

154

2004 Travel

Year

Accommodations Used*

* Percent of trip nights spent in each type of accommodation


0 20 40 60

Percent

Own house/time-shareMotel

Friends/relatives' houseHotel

Rented house/condoCampground

B&B/Country InnWilderness Camp

Personal/friend/family boatCommercial ships/boats

Other

23

17

14

13

9

9

7

3

3

1

1

2

10

13

42

2

8

2

4

17

Maine U.S. Norm

N/A

N/A

Marketable Trip Experiences

156

2004 Travel

Year


Trip 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

2004 Travel

Year

Sightseeing


0 20 40 60 80

Percent

Small towns/villagesBeaches/ocean

Lakes/riversWilderness area

Scenic bywayNatural environment

Historic areasViewing wildlife

Wildlife I don't usually seeRural farming areas

Landmarks/historic sitesNational/State ParkBeautiful Fall colors

64

59

42

39

36

31

25

23

22

22

20

17

16

32

30

28

24

17

28

11

14

17

18

12

Maine U.S. Norm

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

2004 Travel

Year

Sightseeing cont’d


0 20 40 60 80

Percent

Interesting architectureDay cruise

Fair/exhibition/festivalArt museum/galleryHistorical museumShort guided tour

BirdwatchingWhale watching

Theme ParkPick-your-own farm/farm stand

ZooArts & Crafts

Cultural education programScience exhibit

12

10

8

7

6

5

5

5

4

3

3

3

2

1

17

4

5

5

9

3

9

4

9

Maine U.S. Norm

Note: Where U.S. Norm is blank, the Norm is not available.

159

2004 Travel

Year

Sports & Recreation


0 20 40 60

Percent

Went to ocean beachHiking

Swam in a poolWent to lakeside beach

Swam in lake/riverMiniature golf

Used sauna/hot tubCanoeing

Freshwater fishingBicycling

Boardwalk activities

43

16

13

10

10

8

7

7

5

5

4

22

10

20

5

4

5

14

1

5

2

5

Maine U.S. Norm

160

2004 Travel

Year

Sports & Recreation cont’d


0 20 40 60

Percent

Power boating/sailingOutdoor educational program

BackpackingDownhill skiing

Saltwater fishingHunting

Used pro outdoor tour guideSea kayaking

GolfTennis

4

3

3

2

2

2

2

1

1

1

3

2

1

3

1

4

1

Maine U.S. Norm

Note: Where U.S. Norm is blank, the Norm is not available.

161

2004 Travel

Year

Dining & Entertainment


0 20 40 60

Percent

Ate a lobsterUnique local foods

Lobster bake/dinnerElegant restaurantsBar/disco/nightclub

Local musicMusical performanceShows/entertainment

Theatrical eventTheater/dance/symphony/opera

Rock concert

43

34

25

14

12

8

8

7

2

2

1

26

19

12

13

20

4

1

Maine U.S. NormNote: Where U.S. Norm is blank, the Norm is not available.

162

2004 Travel

Year

Shopping


0 20 40 60

Percent

Gifts/Souvenirs

Outlet Shopping

L.L. Bean

Other Shopping

44

32

23

22

163

2004 Travel

Year


Regions 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

2004 Travel

Year

Regions Visited


0 20 40 60

Percent

Southern Maine CoastGreater Portland/Casco Bay

Mid-CoastDowneast Acadia

Maine Lakes and MountainsMaine Highlands

Kennebec and Moose River ValleysAroostook County

45

40

25

24

16

11

10

5

165

2004 Travel

Year

Main Regional Destination


0 10 20 30 40

Percent

Southern Maine CoastDowneast Acadia

Greater Portland & Casco BayMid-Coast

Maine Lakes & MountainsMaine Highlands

Kennebec & Moose River ValleysAroostook County

29

18

17

11

10

7

6

3

166

2004 Travel

Year

Most Visited Maine Destinations


0 10 20 30 40

Percent

PortlandKittery

FreeportKennebunkport

OgunquitBar Harbor/Acadia Park

Old Orchard BeachBoothbay Harbor

32

28

26

26

23

21

19

12

167

2004 Travel

Year

Most Visited Maine Destinations cont’d


0 10 20 30 40

Percent

CamdenRockland/Rockport

BangorSebago Lake

FryeburgBrunswick

Bethel/Sunday RiverMachias

Kingfield/Sugarloaf

11

11

9

8

5

4

4

4

4

168

2004 Travel

Year

Other Maine Destinations Visited


0 10 20 30 40

Percent

Moosehead Lake

Lewiston

Augusta

Baxter State Park/Katahdin

Calais

The Forks

Jackman

4

4

3

3

3

3

3

169

2004 Travel

Year

Other Maine Destinations Visited cont’d


0 10 20 30 40

Percent

Allagash WaterwayRangeley/Saddleback

St.John ValleyEastport/West Quoddy State

MadawaskaHoulton

Belgrade LakesPresque Isle

3

2

2

2

2

1

1

<1

Product DeliveryImpression of Visitors

171

2004 Travel

Year


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 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

2004 Travel

Year

Traveler Priorities


Relative Importance (Correlation Co-efficient)*

Adult AtmosphereExciting

Family AtmosphereWorry FreeSightseeing

UniqueClimatePopular

AffordableLuxurious

Sports & RecreationEntertainment

Importance

* A measure of the degree of correlation between each factor and the attribute “Would really enjoy visiting.”

173

2004 Travel

Year

Maine Product DeliveryOvernight Marketable Trips


0 20 40 60 80 100Percent who Strongly Agree

Adult AtmosphereExciting

Family AtmosphereWorry Free

SightseeingUniqueClimatePopular

AffordableLuxurious

Sports & RecreationEntertainment

86

61

77

79

62

61

52

62

59

41

64

22

73

53

51

58

47

42

54

64

49

45

34

43

Maine U.S. Norm

174

2004 Travel

Year

Product Strengths vs. U.S. Norm


-20 0 20 40 60 80Difference in Percent Who Strongly Agree

Excellent snow skiing/snowboardingGreat river rafting

Great canoeing/kayakingGood for hiking/backpacking

Excellent huntingExcellent mountain climbing

Great for mountain/off road bicyclingGood place for camping

Interesting B&B's/ InnsGood for viewing wildlife/birds

Beautiful sceneryInteresting small towns/villagesExcellent National/State Parks

Good for families to visit

56

51

46

44

44

43

42

39

38

34

33

31

30

28

175

2004 Travel

Year

Product Strengths vs. U.S. Norm cont’d



Not too crowdedSafe anywhere

Warm friendly peopleExcellent fishing

Children would enjoy Unique scenery

Good weather in summerGood place to relax

Great for boating/water sportsSafe in tourist areas

Must see destinationExcellent vacation value

Great beachesI’d really enjoy visitingUnique local cooking

26

26

24

24

24

23

23

21

20

20

20

18

18

16

16

176

2004 Travel

Year

Product Strengths vs. U.S. Norm cont’d



Beautiful gardens/parks

Affordable to eat there

Great for walking/strolling

Good for couples

Good vacation packages

Interesting local people

Lots to see and do

A fun place for a vacation

Unique vacation experience

15

14

14

14

14

12

12

12

11

177

2004 Travel

Year

Product Weaknesses vs. U.S. Norm


-40 -20 0 20Difference in Percent Who Strongly Agree

Exciting casinosExciting nightlife/shows

Great live musicGood weather in spring

First class hotelsExcellent climate overall

Excellent museums/galleriesOften notice advertising

Great for theater/artsGreat for winter Trip

Good for meeting/conferenceWell-known landmarks

Great for professional/college sportsNoted for history

Exciting place

-29

-27

-27

-15

-13

-12

-11

-9

-9

-9

-9

-8

-8

-6

-6

travel and tourism in maine the 2004 visitor study management report prepared for the: maine office...

Documents

travel year

travel patterns

month of travel

travel party

types of overnight trips

maine overnight trip

types of maine day trips

travel usa monitor surveys