travel and tourism in maine the 2003 visitor study downeast & acadia prepared for the: maine...

Travel and Tourism in MaineThe 2003 Visitor Study

Downeast & Acadia

Prepared for the:

Maine Office of Tourism

June 2004

2

Size & Structure of the Downeast & Acadia Travel Market

Downeast & Acadia is visited on about one-in-ten of all Day trips and and one-in-five of all Overnight trips to Maine.

It receives 3.0 million Day trips, 1.2 million Overnight trips on which 1+ nights are spent in the region itself, and another 0.6 million Overnight trips to the state on which the traveler spends some time or passes through Downeast & Acadia.

This means that two-thirds of those who spent time in the region are also prompted to overnight in the region. The balance one-third are not.

3

Trips to Downeast & Acadia

Total: 4.8 Million Trips

Pass-Through0.6 Million(12.5%)

Day Trips3.0 Million(62.5%)

Stayed Overnight1.2 Million(25.0%)

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.

Indeed, they account for three-quarters of all the overnight trips to Downeast & Acadia.

5

Purpose of Overnight Trips to Downeast & Acadia

1+ Nights in Region: 1.2 Million Trips

Visit Friends/Relatives 0.3 Million

(24%)

Marketable Pleasure0.9 Million

(75%)

Business0.008 Million

(1%)

6

Types of Marketable Trips

Outdoors and Touring are the leading types of Marketable Day trips to Downeast & Acadia.

Outdoors trips are taken to experience the natural environment and engage in outdoor activities such as camping, hunting, fishing, hiking, or rafting

Touring trips are taken by car, bus, or train through areas of scenic beauty, cultural or general interest.

Touring, Outdoors, and Cruise trips are most common types of Overnight Marketable trips. A Cruise trip is taken on a cruise ship with on-board activities and planned stops at points of interest along the way.

7

Marketable Day Trip Mix

0 20 40 60

Percent

Outdoors

Touring

Shopping

Beach

Special Event

City

Theme Park

Other

33

21

15

12

8

5

5

21

17

30

11

8

7

2

Downeast & Acadia Maine Norm

Base: Marketable Day Trips

<1%

8

Overnight Marketable Trip Mix

0 20 40 60

Percent

Touring

Outdoors

Cruise

Special Event

Country Resort

Beach

Other

50

25

14

5

5

1

36

24

4

10

3

12

12


Base: Overnight Marketable Trips

<1%

9

Making the Trip

Downeast & Acadia hosts many longer haul visitors. A majority two-thirds come from beyond New England. Almost one-in-five out-of-state visitors arrive by boat.

10

Sources of Business

0 20 40 60 80 100

Percent

Massachusetts

Maine

Other New England

Other U.S.

15

6

13

66

23

21

24

32


Base: Total Overnight Trips

11

Transportation Used to Enter Maine

Base: Total Overnight Trips from Out-of-State

0 20 40 60 80

Percent

Own Car

Rental Car

Truck/Van/RV

Ferry/Cruise ship/Boat

Plane

Bus

57

7

6

18

9

3

72

8

7

4

8

2


12

Making the Trip cont’d

The Summer season may be the most important but the shoulder Spring and Fall are also strong contributors.

13

Season of Trip

0 20 40 60

Percent

January - March

April - June

July - September

October - December

5

29

41

24

13

21

48

18



14


These regional visitors stay 4.8 nights in the state overall and 3.6 of these are spent in Downeast & Acadia itself.

15

Number of Nights in Maine

Total in Maine: 4.8 Nights

Downeast Acadia3.6 Nights

Other Regions1.2 Nights


16


The nights are spent commercial and non-commercial properties. Rented houses & cottages capture the largest share with hotels, motels, and cruise ships following in rank order.

17

Accommodation Used*

0 20 40 60

Percent

Rented house/cottageHouse of friends/relatives

HotelMotel

Cruise ShipRented Campground

Country Inn/Lodge Bed & Breakfast

Own house

20

20

17

13

10

12

3

2

13

31

13

11

1

6

2

2

9


<1%


* Percent of trip nights spent in each type of accommodation

18

The Downeast & Acadia Visitor

Downeast & Acadia Mid-Coast visitors are markedly older and have much higher incomes than is typical for the state.

19

Age

0 20 40 60

Percent

18-34 years

35-54 years

55+ years

24

35

42

29

39

32



20

Income

0 20 40 60

Percent

Over $75K

$50K-$74.9K

$25K-$49.9K

Under $25K

37

31

29

3

31

23

31

15



21

The Downeast & Acadia Visitor

They, perhaps not surprisingly, plan and book their trips well farther ahead and use a wide range of information planning sources. The internet and books are the most widely used.

22

Planning Cycle


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

20

40

60

80

Per

cent

21 21 20

3944

1620 20


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

18

34

23 25

44

18 20 17


Note: On 19% of Total Overnight Trips there was no advance booking.

24

Information Sources Used

0 20 40 60

Percent

Personal experienceOnline/Internet

BooksFriends/Relatives' advice

Auto clubMagazines

Toll-Free NumberVisitors Bureau

Travel agent

43

34

31

26

18

17

12

12

9

51

26

11

20

9

6

6

6

3



25

The Downeast & Acadia Experience

Reflecting the importance of Marketable or vacation trips in the mix of trips to Downeast & Acadia, participation and the range of experiences enjoyed is robust.

26

Things Experienced on Trip

0 20 40 60 80 100

Percent

Small Towns/VillagesBeaches/Oceans

Ate a LobsterWilderness Areas

ShoppingScenic Byway

Lakes and RiversNational/State Park

Explore Natural Environment Unique Local Foods

89

76

68

63

61

59

58

52

52

51

60

46

32

34

53

28

41

12

21

26



27

Things Experienced on Trip cont’d

0 20 40 60 80 100

Percent

Historic AreasLandmarks/Historic SitesWent to an ocean beach

Lobster bake/dinnerRural Farming

Wildlife I don't usually seeLL Bean

Viewing wildlifeShort guided tour

46

44

43

38

33

29

23

22

21

17

29

19

24

16

22

15

6

8



28

Product Delivery

Compared to the U.S. Norms, the Downeast & Acadia visitors are well pleased with their Maine experience. The experience is exciting, unique, and provides something for everyone across the gamut of sightseeing and sports & recreation.

29

Product Delivery

0 20 40 60 80 100

Percent Who Strongly Agree

ExcitingAdult Atmosphere

Family AtmosphereUnique

PopularWorry FreeSightseeing

LuxuriousAffordable

Sports & RecreationClimate

Entertainment

60

86

65

65

52

74

60

40

46

60

48

13

46

62

48

39

55

51

45

44

45

36

50

38

Downeast & Acadia Visitors U.S. Norm


30

The Bottom Line

Downeast & Acadia delivers a top-notch experience to visitors drawn from near and far. The opportunity is to spread the word and get the region on the itinerary of even more Maine visitors, and increase the length of stay in the region.

31

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.

travel and tourism in maine the 2003 visitor study downeast & acadia prepared for the: maine...

Documents

cruise trips

touring trips

purpose of overnight

outdoors trips

downeast acadia total

total overnight tripsmaking

marketable trip mixbase

marketable day trip