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Maine 2006 Visitor Study

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Information about Maine 2006 Visitor Study
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Published on February 19, 2008

Author: Sophia

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Travel and Tourism in Maine The 2006 Visitor Study:  Travel and Tourism in Maine The 2006 Visitor Study Final Report June 2007 Table of Contents:  Table of Contents Page Background and Research Objectives 3 Research Method 4 Summary and Conclusions 8 Results in Detail Size & Structure of the U.S. Travel Market 15 Size & Structure of Maine’s Travel Market 27 Role of Maine and Regional Residents 37 Maine’s Regional Competitive Position: Overnight Trips 44 Maine's National Market Share 54 Maine’s Day Trip Market 63 Travel Expenditures 72 Economic Impacts of Tourism in Maine 91 Overnight Marketable Trip Profile 95 Sources of Business 99 Demographics 106 Trip Planning and Booking 124 Trip Characteristics 137 Trip Experiences 147 Traveler Priorities and Product Delivery 161 Background & Research Objectives:  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 estimate of overnight and day visitor volume to Maine a profile of Maine’s performance within its regional overnight and day travel markets visitor expenditures profiles of Maine’s overnight and day marketable trips and travelers. Research Method:  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. Research Method and Key Definitions:  Research Method and Key Definitions 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 Survey of U.S. residents who leave within driving distance of Maine for a day trip. 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. Key Research Definitions Trip-Type Segmentation Model:  Key Research Definitions 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. Key Research Definitions Marketable Trip-Types:  Key Research Definitions 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. Summary and Conclusions:  Summary and Conclusions Maine’s U.S. Travel Market:  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 41.8 million trips were taken to and in Maine in 2006. 10.1 million overnight trips, representing a 4% increase from 2005. 31.7 million day trips, a decrease of 9% since 2004 when the day trip study was last conducted. Maine’s Market Position:  Maine’s Market Position Maine’s share of regional residents’ trips to anywhere increased in 2006 - from 3.5% in 2005 to 3.8% in 2006. The region’s share of its own residents travel also increased in 2006, from 58.0% to 61.8%. Maine’s share of regional residents’ trips taken within the region also increased in 2006, while the share of its competitors either remained flat or decreased. Travel Expenditures:  Travel Expenditures U.S. travelers spent an estimated $6.7 billion in Maine in the year. $3.4 billion of these expenditures were spent by overnight travelers. $3.3 billion was spent by day trippers. The retail and food sectors were the largest beneficiaries, capturing estimated $2.0 and $1.9 billion respectively, followed by: accommodations and transportation each at $1.0 billion, and recreation at $0.8 billion. 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 (32%) enjoying the outdoors (21%) for a beach vacation (13%) attending a special event (8%) 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. Visitors hold favorable impressions. The state’s signature strengths relate to: providing an Atmosphere suitable for Adults and Family, being Unique, yet Worry-free with Sightseeing, as well as Sports & Recreation. Results in Detail:  Results in Detail Size and Structure of the U.S. Travel Market:  Size and Structure of the U.S. Travel Market Performance of the U.S. Travel Market:  Performance of the U.S. Travel Market American adults took an estimated 1.602 billion overnight trips in 2006. Visits to Friends/Relatives accounted for 41% of them or 661 million trips. Marketable Trips accounted for another 41% or 658 million. Special Event, Touring, Outdoors, Beach and Casino trips were, in rank order, the largest Marketable Trip types. Business Trips accounted for the balance 18% or 283 million trips. U.S. Travel Trends:  U.S. Travel Trends All overnight travel grew by about 1% in 2006. Visits to Friends and Relatives (VFR) were up 1% Marketable trips were stable, following steady growth over the previous three years. Of the various marketable trip segments: Theme park, city, and outdoors were the big gainers in 2006 while beach, casino, and ski travel fell off somewhat. Business travel grew substantially in 2006 at 5%. Size of the U.S. Travel Market — 2006 Overnight Trips:  Size of the U.S. Travel Market — 2006 Overnight Trips Total = 1.602 Billion Marketable Pleasure 658 Million (41%) Business 283 Million (18%) Visit Friends/Relatives 661 Million (41%) U.S. Overnight Marketable Trip Mix — 2006 Travel Year:  U.S. Overnight Marketable Trip Mix — 2006 Travel Year U.S. Market Trends — 2006 vs. 2005:  U.S. Market Trends — 2006 vs. 2005 U.S. Market Trends — 2006 vs. 2005:  U.S. Market Trends — 2006 vs. 2005 U.S. Marketable Trips % Change From 1994 to 2006:  U.S. Marketable Trips % Change From 1994 to 2006 Size of the U.S. Travel Market Overnight Trips :  Size of the U.S. Travel Market Overnight Trips Base: Overnight Trips -2% +4% -1% +2% +3% +1% U.S. VFR Trips:  U.S. VFR Trips Base: Overnight VFR Trips +2% +4% -1% +1% +7% +1% U.S. Marketable Trips:  U.S. Marketable Trips Base: Overnight Marketable Trips -2% +6% +1% +4% +2% 0 U.S. Business Trips:  U.S. Business Trips Base: Overnight Business Trips -10% -3% -6% +1% +1% +5% Size & Structure of Maine’s Travel Market:  Size & Structure of Maine’s Travel Market Performance of Maine’s Travel Market:  Performance of Maine’s Travel Market Maine’s Day and Overnight trip market totaled an estimated 41.8 million trips in 2006. 31.7 million of these trips were day trips to Maine. Overnight trips accounted for 10.1 million trips: 48% or 4.9 million of which were Marketable trips. The leading types, in rank order, were Touring, Outdoors, Beach and Special Event trips. 42% were VFR. 10% were Business trips Performance of Maine’s Travel Market cont’d:  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 80% of Maine overnight trips - 21% of the overnight trips came from outside the regional market. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Size of Maine’s U.S. Travel Market 2006 Travel Year:  Size of Maine’s U.S. Travel Market 2006 Travel Year Base: Total Overnight and Day Trips Total = 41.8 Million 10.1 Million (24%) 31.7 Million (76%) Maine Overnight Trips:  Maine Overnight Trips Base: Overnight Trips +2% +1% -1% -1% +9% +4% Maine Overnight VFR Trips:  Maine Overnight VFR Trips Base: Overnight VFR Trips +8% +1% Nil -9% +11% +4% Maine Overnight Marketable Trips:  Maine Overnight Marketable Trips Base: Overnight Marketable Trips Nil +1% -4% Nil +12% +5% Maine Overnight Business Trips:  Maine Overnight Business Trips Base: Overnight Business Trips -12% +4% +6% +11% +22% -13% Marketable Trip Mix Overnight Trips :  Marketable Trip Mix Overnight Trips Base: Overnight Marketable Trips <1 Marketable Trip Mix Maine Overnight Trips :  Marketable Trip Mix Maine Overnight Trips Base: Overnight Marketable Trips Role of Maine and Regional Residents – Overnight Trips:  Role of Maine and Regional Residents – Overnight Trips Role of Maine Residents on Maine Overnight Trips:  Role of Maine Residents on Maine Overnight Trips Base: Total Overnight Trips Maine’s Regional Market:  Maine’s Regional Market Includes: New England States, DC, DE, MD, NJ, NY, and PA Role of Maine’s Regional Market on Maine’s Overnight Trips:  Role of Maine’s Regional Market on Maine’s Overnight Trips Total Trips: 10.1 Million 79% (8.0 Million) 21% (2.1 Million) * Residents of New England states, DC, DE, MD, NJ, NY, and PA Role of Regional Residents* on Maine Overnight Trips:  Role of Regional Residents* on Maine Overnight Trips Base: Overnight Trips * Residents of New England states, DC, DE, MD, NJ, NY, and PA Maine’s Overnight Trip Segments — Regional vs. Other U.S. Markets:  Maine’s Overnight Trip Segments — Regional vs. Other U.S. Markets * Residents of New England states, DC, DE, MD, NJ, NY, and PA Maine’s Marketable Trip Mix — Regional vs. Other U.S. Markets:  Maine’s Marketable Trip Mix — Regional vs. Other U.S. Markets * Residents of New England states, DC, DE, MD, NJ, NY, and PA Maine’s Competitive Position in the Regional Marketplace - Overnight Trips:  Maine’s Competitive Position in the Regional Marketplace - Overnight Trips Maine’s Regional Market Share:  Maine’s Regional Market Share Maine's share of the regional travel market continued to grow in 2006, to 3.8%. The regional market share also grew in 2006. Maine was the only New England State to improve its share of regional marketable travel in 2006. Maine’s Regional Market Share Maine’s Share of Marketable Trips Taken by Regional Residents to Anywhere:  Maine’s Regional Market Share Maine’s Share of Marketable Trips Taken by Regional Residents to Anywhere Base: Overnight Marketable Trips by Regional Residents to All Destinations Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Region’s Market Share Region’s Share of Marketable Trips Taken by Regional Residents to Anywhere :  Region’s Market Share Region’s Share of Marketable Trips Taken by Regional Residents to Anywhere Base: Overnight Marketable Trips by Regional Residents to Anywhere Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Maine’s Intra-Region Market Share Maine’s Share of Marketable Trips Taken by Regional Residents Within the Region:  Maine’s Intra-Region Market Share Maine’s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Massachusetts' Intra-Region Market Share Massachusetts' Share of Marketable Trips Taken by Regional Residents Within the Region:  Massachusetts' Intra-Region Market Share Massachusetts' Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. New Hampshire’s' Intra-Region Market Share New Hampshire‘s Share of Marketable Trips Taken by Regional Residents Within the Region:  New Hampshire’s' Intra-Region Market Share New Hampshire‘s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Connecticut’s' Intra-Region Market Share Connecticut‘s Share of Marketable Trips Taken by Regional Residents Within the Region:  Connecticut’s' Intra-Region Market Share Connecticut‘s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Vermont’s' Intra-Region Market Share Vermont‘s Share of Marketable Trips Taken by Regional Residents Within the Region:  Vermont’s' Intra-Region Market Share Vermont‘s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Rhode Island’s' Intra-Region Market Share Rhode Island‘s Share of Marketable Trips Taken by Regional Residents Within the Region:  Rhode Island’s' Intra-Region Market Share Rhode Island‘s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA. Maine’s National Market Share – Overnight Trips:  Maine’s National Market Share – Overnight Trips Maine’s National Market Share:  Maine’s National Market Share Maine’s share of the national travel market again showed modest growth in 2006 while New England's share of the national market once again fell slightly. Massachusetts, Connecticut and Rhode Island saw no change in their respective shares of the national market while New Hampshire and Vermont both experienced modest declines. Maine’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  Maine’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere New England’s National Market Share States’ Share of Marketable Trips Taken by Americans to Anywhere:  New England’s National Market Share States’ Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere New Hampshire’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  New Hampshire’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere Vermont’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  Vermont’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere Rhode Island’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  Rhode Island’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere Connecticut’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  Connecticut’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere Massachusetts’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere:  Massachusetts’s National Market Share State Share of Marketable Trips Taken by Americans to Anywhere Base: Overnight Marketable Trips by American Adults to Anywhere Maine’s Day Trips:  Maine’s Day Trips Performance of Maine’s Travel Market:  Performance of Maine’s Travel Market Maine’s Day trip market totaled an estimated 31.7 million trips in 2006. 58% or 18.3 million of which were Marketable trips. The leading types, in rank order, were Shopping, Outdoors, and Touring trips. 34% were VFR. 8% were Business trips. Boston residents accounted for 13.0 million (41%) of all day trips taken to Maine, with 3.0 million (12%) of trips taken by non-residents from other regions. Maine’s Day Trips:  Maine’s Day Trips Base: Day Trips +5% +3% -4% +2% 0 0 -9% N/A Maine’s Day Trip Segments:  Maine’s Day Trip Segments Base: Day Trips 34.3 35.2 34.0 34.7 34.7 34.7 31.7 Million N/A Marketable Trip Mix Maine Day Trips:  Marketable Trip Mix Maine Day Trips Base: Marketable Day Trips Marketable Trip Mix Maine Day Trips cont’d:  Marketable Trip Mix Maine Day Trips cont’d Base: Marketable Day Trips Role of Maine Residents Day Trips:  Role of Maine Residents Day Trips Total = 31.7 Million Maine Residents 14.8 Million (47%) Boston 13.0 Million (41%) Other Day Trip Region * 3.9 Million (12%) * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont Base: Day Trips Role of Maine Residents on Day Trips:  Role of Maine Residents on Day Trips Base: Day Trips N/A Role of Maine’s Residents Day Trips:  Role of Maine’s Residents Day Trips * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont. Base: Day Trips N/A Travel Expenditures:  Travel Expenditures Traveler Expenditures:  Traveler Expenditures An estimated $6.7 billion was spent in Maine in 2006. Overnight travelers spent $3.4 billion, an 11% increase in spending by overnighters compared to 2005: Marketable trips contributed $2.0 billion (59%), followed by VFR ($1.0 billion) and business trips ($0.4 billion). Day trippers to Maine spent $3.1 billion in 2006, down 6% from 2004 when the day study was last conducted. Out-of-state overnight travelers made a significant contribution to Maine’s economy spending $4.9 billion. Travel Expenditures In Maine 2006 Travel Year:  Travel Expenditures In Maine 2006 Travel Year Total = $6.7 Billion Day Trips $3.3 Billion (49%) Overnight Trips $3.4 Billion (51%) Travel Expenditures By Purpose Of Trip:  Travel Expenditures By Purpose Of Trip Total: $6.7 Billion Pleasure Trips $6.2 Billion (93%) Business Trips $0.5 Billion (7%) Base: Total Overnight and Day Trips Total Travel Expenditures in Maine Across Overnight & Day Trips:  Total Travel Expenditures in Maine Across Overnight & Day Trips Base: Total Overnight and Day Trips NA +2% +7% +4% +10% -1% +1% +9% Travel Expenditures in Maine on Overnight Trips:  Travel Expenditures in Maine on Overnight Trips Base: Overnight Trips +3% +4% +7% +8% ± 0% +2% +15% +11% Overnight Trip Expenditures By Purpose Of Trip:  Overnight Trip Expenditures By Purpose Of Trip Total: $3.4 Billion Business Trips $0.4 Billion (11%) Visit Friends/Relatives $1.0 Billion (30%) Base: Total Overnight Trips Marketable Pleasure Trips $2.0 Billion (59%) Overnight Trip Expenditures by Category — 2006 vs. 2005:  Overnight Trip Expenditures by Category — 2006 vs. 2005 Travel Expenditures in Maine on Day Trips:  Travel Expenditures in Maine on Day Trips Base: Day Trips +1% +10% +2% +12% -2% +1% -6% N/A Travel Expenditures By Category:  Travel Expenditures By Category Retail $2.0 Billion (30%) Accommodations $1.0 Billion (14%) Recreation $0.8 Billion (12%) Transportation $1.0 Billion (15%) Restaurant Food $1.9 Billion (29%) Total = $6.7 Billion Base: Total Overnight and Day Trips Travel Expenditures by Category Retail:  Travel Expenditures by Category Retail Base: Total Overnight and Day Trips +2% -1% +1% +1% -2% +1% +3% N/A Travel Expenditures by Category Restaurant Food :  Travel Expenditures by Category Restaurant Food Base: Total Overnight and Day Trips Note: Includes Restaurant Food & Beverage expenditures for Breakfast, Lunch , Dinner and Snacks -4% +22% +7% +8% -5% +2% +11% N/A Travel Expenditures by Category Transportation:  Travel Expenditures by Category Transportation Base: Total Overnight and Day Trips +5% -1% +9% +27% +4% -8% +8% N/A Travel Expenditures by Category Accommodations:  Travel Expenditures by Category Accommodations Base: Total Overnight and Day Trips +10% +8% +6% +4% ± 0% +10% +15% +3% Travel Expenditures by Category Recreation:  Travel Expenditures by Category Recreation Base: Total Overnight and Day Trips +3% +10% -1% +36% +7% +1% +6% N/A Travel Expenditures By Sector Overnight vs. Day Trips:  Travel Expenditures By Sector Overnight vs. Day Trips $2.0 Billion $1.0 Billion $1.9 Billion $1.0 Billion $0.8 Billion Base: Total Overnight and Day Trips Travel Expenditures Role Of Maine Residents:  Travel Expenditures Role Of Maine Residents $3.3 Billion $3.4 Billion Base: Overnight and Day Trips Travel Expenditures By Sector by Residents of Maine:  Travel Expenditures By Sector by Residents of Maine $561 Million $136 Million $473 Million $389 Million $240 Million Base: Total Overnight and Day Trips Travel Expenditures By Sector by Non-Residents of Maine:  Travel Expenditures By Sector by Non-Residents of Maine $1,413 Million $804 Million $1,446 Million $627 Million $580 Million Base: Total Overnight and Day Trips Economic Impacts of Tourism:  Economic Impacts of Tourism Economic Impact of Tourism:  Economic Impact of Tourism The estimates of the economic impacts of tourism presented in this section of the report were prepared by The Maine State Planning Office. The estimates were derived from spending estimates for overnight and day visitors to Maine in 2006 from Longwoods International. The State Planning Office (SPO) estimated the economic impact of tourism expenditures using the RIMS II economic multipliers from the U.S. Bureau of Economic Analysis. The model accounts for state resident as well as non-resident overnight trips but only non-resident day trips in estimating the total economic impact of tourism. Economic Impact of Tourism (Cont’d):  Economic Impact of Tourism (Cont’d) The SPO provided the following discussion regarding the decision to not include resident day trip spending in the analysis of economic impacts: “Although many Maine residents take in-state day trips, their spending cannot be considered a net gain to the economy. Doing so would assume that if they did not take the trip, the money they would have spent would leave the state (supposedly on an out-of-state day trip), rather than being spent in other sectors of the economy. This is highly unlikely. Given Maine’s geographic size, and the distance of most Maine households from out-of-state tourist destinations, it is questionable whether residents would make an out-of-state day trip if in-state destinations were unavailable. It is just as likely that they would spend the equivalent travel money closer to home, in other sectors of Maine’s economy. Increased sales in other sectors would offset the loss of revenue to tourism-related businesses. Therefore, it is not appropriate to include resident day-trip spending as a net gain to Maine’s economy.” Economic Impact of Tourism:  Economic Impact of Tourism 2004 2005* 2006 Jobs Supported 132,000 132,000 140,000 Total Earnings $2.70 Billion $2.88 Billion $ 3.04 Billion Total Sales $8.90 Billion $9.53 Billion $10.06 Billion Total Taxes** $376 Million $409 Million $ 429 Million * Recalculated based on updated 2005 day trip spending estimates ** Includes State and Local Taxes NOTE: Earnings, Sales and Taxes not adjusted for inflation. Overnight Marketable Trip Profile:  Overnight Marketable Trip Profile Overnight Marketable Trip Profile :  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. Maine’s Marketable Trip profile has remained fairly stable over the past few years, including the importance of the warm weather travel period. Nearly 70% of all overnight trips occur in April through September. Season of Trip:  Season of Trip Base: Overnight Marketable Trips Month of Marketable Trips 2002-2005:  Month of Marketable Trips 2002-2005 Base: Overnight Marketable Trips Sources of Business:  Sources of Business Overnight Marketable Trip Profile Sources of Business:  Overnight Marketable Trip Profile Sources of Business Massachusetts was the most important source of non-resident overnight trips to Maine. Massachusetts accounted for 31% of non-residents’ overnight Marketable trips and the Boston DMA itself for 37%. 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 (10%), New York (9%) and Connecticut (7% each). Sources Of Business from Out-of-State:  Sources Of Business from Out-of-State States contributing more than 10% States contributing 5% - 10% DMAs contributing more than 4% Base: Overnight Marketable Trips from Out-of-State State Sources of Overnight Trips From Out-of-State:  State Sources of Overnight Trips From Out-of-State Base: Overnight Marketable Trips from Out-of-State State Sources of Overnight Trips From Out-of-State 2006 vs. 2005:  State Sources of Overnight Trips From Out-of-State 2006 vs. 2005 Base: Overnight Marketable Trips from Out-of-State Urban Sources Of Overnight Trips from Out-of-State*:  Urban Sources Of Overnight Trips from Out-of-State* Base: Overnight Marketable Trips from Out-of-State * DMA of residence Urban Sources Of Overnight Trips from Out-of-State* 2006 vs. 2005:  Urban Sources Of Overnight Trips from Out-of-State* 2006 vs. 2005 Base: Overnight Marketable Trips from Out-of-State * DMA of residence Demographics:  Demographics Overnight Marketable Trip Profile Demographics:  Overnight Marketable Trip Profile Demographics The demographic profile of the average overnight traveler to Maine was similar to the average U.S. traveler but for being: slightly older - 46 years of age on average versus the U.S. Norm of 44.5 More likely to be employed in a managerial or professional capacity Have a higher income. The profile of overnight travelers was very similar to what was seen in 2005. Age:  Age Base: Overnight Marketable Trips Maine U.S. Norm Average Age 46.1 44.5 Age 2006 vs. 2005:  Age 2006 vs. 2005 Base: Overnight Marketable Trips 2006 2005 Average Age 46.1 48.0 Marital Status:  Marital Status Base: Overnight Marketable Trips Marital Status 2006 vs. 2005:  Marital Status 2006 vs. 2005 Base: Overnight Marketable Trips Household Size:  Household Size Base: Overnight Marketable Trips Household Size 2006 vs 2005:  Household Size 2006 vs 2005 Base: Overnight Marketable Trips Children in Household:  Children in Household Base: Overnight Marketable Trips Children in Household 2006 vs. 2005:  Children in Household 2006 vs. 2005 Base: Overnight Marketable Trips Employment:  Employment Base: Overnight Marketable Trips Employment 2006 vs. 2005:  Employment 2006 vs. 2005 Base: Overnight Marketable Trips Occupation:  Occupation Base: Overnight Marketable Trips By Those Who Are Employed Occupation 2006 vs. 2005:  Occupation 2006 vs. 2005 Base: Overnight Marketable Trips By Those Who Are Employed Income:  Income Base: Overnight Marketable Trips Income 2006 vs. 2005:  Income 2006 vs. 2005 Base: Overnight Marketable Trips Education:  Education Base: Overnight Marketable Trips Education 2006 vs. 2005:  Education 2006 vs. 2005 Base: Overnight Marketable Trips Trip Planning and Booking:  Trip Planning and Booking Overnight Marketable Trip Profile Travel Planning and Booking:  Overnight Marketable Trip Profile Travel Planning and Booking Maine’s overnight visitors planned and booked their overnight travel further ahead than the U.S. Norm, using a variety of information sources: the internet and personal experience were the most often used planning tools; Three out of every four of the trips were booked ahead in whole or part. Of those booked in advance, 42% booked at least one element of the trip over the internet compared with 7% through a travel agent. Overnight Marketable Trip Profile Travel Planning and Booking cont’d:  Overnight Marketable Trip Profile Travel Planning and Booking cont’d The visitmaine.com website was used in the planning of 13% of Maine overnight marketable trips. For 8%, 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. Planning Cycle :  Planning Cycle Base: Overnight Marketable Trips Information Sources Used for Planning:  Information Sources Used for Planning Base: Overnight Marketable Trips Information Sources Used for Planning (Cont’d):  Information Sources Used for Planning (Cont’d) Base: Overnight Marketable Trips NA Use of the Internet for Trip Planning:  Use of the Internet for Trip Planning Maine U.S. Norm Base: Overnight Marketable Trips Slide131:  Use of Information Services for Planning Base: Overnight Marketable Trips * Prior to 2003, numbers reflect use of visitmaine.com and/or maineattraction.com Reason for Using Destination Website:  Reason for Using Destination Website Base: Overnight Marketable Trips Percent Who Booked In Advance:  Percent Who Booked In Advance Base: Overnight Marketable Trips Booking Cycle:  Booking Cycle Base: Overnight Marketable Trips Booked in Advance Methods of Booking:  Methods of Booking Base: Overnight Marketable Trips Booked in Advance Use of Vacation Packages & Group Travel:  Use of Vacation Packages & Group Travel Base: Overnight Marketable Trips Marketable Trip Characteristics:  Marketable Trip Characteristics Overnight Marketable Trip Profile Trip Details:  Overnight Marketable Trip Profile Trip Details The average travel party size on Maine trips was 3.4 persons, and was most likely comprised of spouses (65%) and children (29%). Maine trips lasted 5.2 nights on average, very similar to the 5.1 night U.S. Norm, but declining somewhat over the past two years. The length of time spent in Maine was, on average, 4.2 of the 5.2 nights. The vast majority of travelers arrived in Maine in their own car (71%). 7% arrived by plane versus the U.S. Norm of 19%. Rented houses/condos (21%), hotels (17%) and motels (15%) were the leading commercial accommodation choices. Size of Travel Party:  Size of Travel Party Base: Overnight Marketable Trips Total: 3.4 Total: 3.4 Composition of Travel Party:  Composition of Travel Party Base: Overnight Marketable Trips Total Nights Away:  Total Nights Away Base: Overnight Marketable Trips Maine U.S. Norm Average Number of Nights 5.2 5.1 Total Nights Away on Maine Trips:  Total Nights Away on Maine Trips Base: Overnight Marketable Trips Average Number of Nights 5.2 5.7 6.3 Length of Stay:  Length of Stay Base: Overnight Marketable Trips Total: 5.2 Total: 5.1 Transportation Used to Enter Maine:  Transportation Used to Enter Maine Base: Overnight Marketable Trips Personal Commercial NA NA Transportation Used in Maine:  Transportation Used in Maine Base: Overnight Marketable Trips Personal Commercial Accommodations Used*:  Accommodations Used* * Percent of trip nights spent in each type of accommodation Base: Overnight Marketable Trips NA Marketable Trip Experiences:  Marketable Trip Experiences Overnight Marketable Trip Profile Trip Activities and Experiences:  Overnight Marketable Trip Profile Trip Activities and Experiences The most popular experiences on Maine trips were: visiting small towns/villages (68%) the beach/ocean (59%) eating a lobster (37%) and the unique local foods (32%) wilderness areas (43%), experiencing the natural environment (35%), lakes and rivers (34%), touring scenic byways (33%), and visiting landmarks/historic sites (28%) plus a wide variety of shopping experiences. Sightseeing:  Sightseeing Base: Overnight Marketable Trips NA Sightseeing (Cont’d):  Sightseeing (Cont’d) Base: Overnight Marketable Trips <1 NA NA NA NA NA Sports & Recreation:  Sports & Recreation Base: Overnight Marketable Trips Sports & Recreation (Cont’d):  Sports & Recreation (Cont’d) Base: Overnight Marketable Trips NA NA NA NA Dining & Entertainment:  Dining & Entertainment Base: Overnight Marketable Trips NA NA NA NA NA Shopping:  Shopping Base: Overnight Marketable Trips Regions Visited:  Regions Visited Base: Overnight Marketable Trips Main Regional Destination:  Main Regional Destination Base: Overnight Marketable Trips Most Visited Maine Destinations :  Most Visited Maine Destinations Base: Overnight Marketable Trips Slide158:  Base: Overnight Marketable Trips Other Maine Destinations Visited Other Maine Destinations Visited (Cont’d):  Other Maine Destinations Visited (Cont’d) Base: Overnight Marketable Trips <1 Other Maine Destinations Visited (Cont’d):  Other Maine Destinations Visited (Cont’d) Base: Overnight Marketable Trips <1 NA Product Delivery Impression of Visitors:  Product Delivery Impression of Visitors Overnight Marketable Trip Profile Product Delivery:  Overnight Marketable Trip Profile Product Delivery In order to profile Maine’s product delivery, ratings of Maine by its recent visitors are compared to the U.S. Norm ratings across all destinations and their recent visitors. Maine’s outperforms the U.S. Norm most notably on: Adult and Family Atmosphere, Worry-free, Unique, and Sports & Recreation factors and on, related individual attributes and particularly those related to outdoor activities and sports. Maine under delivers versus the U.S. Norm most notably on: Entertainment, particularly nightlife, and Luxurious hotels, resorts and fine dining. Maine Product Delivery vs. the U.S. Norm*:  Maine Product Delivery vs. the U.S. Norm* Base: Overnight Marketable Trips * If No U.S. Norm is available; attribute is excluded from overall average for Maine Factors Product Strengths vs. U.S. Norm:  Product Strengths vs. U.S. Norm Base: Overnight Marketable Trips Product Strengths vs. U.S. Norm (Cont’d):  Product Strengths vs. U.S. Norm (Cont’d) Base: Overnight Marketable Trips Product Strengths vs. U.S. Norm (Cont’d):  Product Strengths vs. U.S. Norm (Cont’d) Base: Overnight Marketable Trips Product Weaknesses vs. U.S. Norm:  Product Weaknesses vs. U.S. Norm Base: Overnight Marketable Trips

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