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Maine Office of TourismVisitor Tracking Research
2019 Annual ReportFebruary 2020
2019 Annual Report
Table of Contents
2019 HIGHLIGHTS 3
2019 IN CONTEXT 8
SUMMARY TRAVEL STATISTICS 15
American Leisure and Business Travel 16
Maine Travel Market Share 17
Maine Overnight Visitation 18
Maine Day Visitation 19
Out-of-State vs. Maine Residents 20
Overnight Visitor Spending 21
Day Visitor Spending 22
Direct Tourism Expenditures 23
OVERNIGHT VISITORS 24
Trip Planning 25
Travel Logistics 35
Visitor Origin 45
Experience in Maine 49
Interest Areas & Activities 57
Trip Evaluations 71
DAY VISITORS 79
Travel Logistics 80
Visitor Origin 86
Experience in Maine 89
Interest Areas & Activities 92
Trip Evaluations 105
DEMOGRAPHIC PROFILE 114
RESEARCH OBJECTIVES & METHODOLOGY 117
2019
HIGHLIGHTS
3
2019 Annual Report
2019 HIGHLIGHTS
4
2019 was a healthy year for travel to Maine, especially regarding overnight visitation.
The Big Picture:
• The historically low U.S. unemployment rate likely helped contribute to an increase in overnight travel nationwide and for the state, with similar increases in business and leisure travel. Data suggest a 6.4% year-over-year increase in overnight visitation to Maine, with an estimated total of almost 22 million visitors. Day travel to Maine was stable from 2018 to 2019, with an estimated 24.5 million visitors. Together, travelers to Maine spent an estimated $6.5 billion in 2019 – a 4.6% increase for the year.
• Information and service sharing continue to influence travel, both before and during trips, as mobile apps and sharing networks gain popularity (especially within the lodging and transportation categories). 2019 saw significant increases in the use of Airbnb, VRBO, Uber and Lyft. Use of Twitter, airline websites and Vimeo also increased. Mobile, social, sharing: these technology trends are making travel more accessible and services more competitive.
• Attributes attracting visitors to Maine continue to focus on nature (scenery, outdoor activities, wildlife, parks, coast/beach and mountains, peacefulness), food and shopping. Overall, 2019 weather conditions cooperated with travelers, except for the extremely wet months of January and April. The cost of travel increased modestly for the year; the Canadian Exchange Rate dropped.
• Taken together, these broad elements support the findings of increases in spending on lodging, restaurant/food and transportation spending, and a slight drop in retail spending among visitors to Maine in 2019.
2019 Annual Report
2019 HIGHLIGHTS (continued)
5
Specific Trends:
• 2019 saw a 12-year high in travel party size and the proportion of visitors traveling with children among Overnight travelers.
• 2019 saw a 12-year high in the proportion of First-time visitors in both Overnight and Day visitation.
• 2019 saw a year-over-year increase in Overnight visitors flying to Maine and staying in paid accommodations.
Focusing on Overnight Visitors:
• In 2019, proportionately more overnighters originated from the Mid-Atlantic states and Canada (and less from New England) – with notable increases from PA, NJ and Quebec – compared to 2018. Interestingly, there was an increase in Repeat Visitors from the Mid-Atlantic region.
• While the Maine Beaches, Downeast Acadia and Maine Highlands regions continue to be top destinations, the Maine Lakes & Mountains region saw an increase in overnight visitation. Also, the Mid-Coast region saw an increase in overnight business visitors.
• Trip interests and activities largely remained stable. 2019 did see a declining interest in pleasure drives and museum visits, but an increase in attending sporting events and participation in a few water activities. This may be related, in part, to the age of overnighters dropping to 38 years (on average) and a higher proportion of male travelers.
• In keeping with its rising popularity in the foodie culture, 2019 saw a significant increase in the percentage of overnighters saying Maine exceeded their expectations on the availability of fine dining.
2019 Annual Report
2019 HIGHLIGHTS (continued)
6
Focusing on Day Visitors:
• As with prior years, a majority of day visitors in 2019 originated from Massachusetts or within the state of Maine.
• 2019 saw a decline in the proportion visiting the Maine Beaches region for the day. The reallocation of these visitors was spread across the other regions with no single region seeing a large uptick. We did see an increase in those defined as “Social Sophisticates” visiting the Greater Portland region for the day.
• There was a corresponding year-over-year decline in day visitor trips being driven by water-related activities. There was also reduced interest in going to Amusement/Theme Parks.
Focusing on Maine Residents vs. Non-Residents
• Only 5% of our Overnight travelers in 2019 were Maine residents, accounting for about 1 Million of the total 21.8 Million overnighters on a tourism-related trip. The bulk of overnighters (20.8 Million) were from a non-Maine core advertising market.
• As expected, the proportion of in-state travelers increases for Day visitation. Of the total 24.6 Million daytrippers in 2019, an estimated 9.1 were Maine residents whereas 15.5 Million were from other New England and Canadian locations within a 100-mile radius.
• Among non-residents, a majority of those visiting from the U.S. (roughly two-thirds) report they would consider moving to Maine full-time, as a second-home for vacations, or to retire. Canadian visitors – who were generally less satisfied with their trip across most metrics – were less inclined to consider this.
2019 Annual Report
2019 HIGHLIGHTS (continued)
7
Other Things to Watch:
• Trip satisfaction, likelihood to recommend Maine as a destination, and plans to return to Maine remain high. Kennebec and Maine Highlands saw an increase in daytrippers likely to recommend the regions.
• For both Overnight and Day visitors, there were modest declines in those selecting various personality attributes to describe Maine (for example: inspiring, real, natural, family-oriented, enthusiastic) yet no obvious increases in other assigned attributes. It will be critical for Maine to further strengthen its brand – to remain special in the minds of travelers as offering unique, accessible activities in an exceptional environment.
• Compared to 2018, there was a significant drop in Day visitors describing Maine as “welcoming locals who make visitors feel comfortable.” Addressing the longstanding issue of bringing together locals and tourists in a reciprocally positive relationship continues to be essential.
2019
IN CONTEXT
8
2019 Annual Report
2019 AVERAGE MONTHLY TEMPERATURES IN MAINE
Most months were cooler than average, with the exceptions of July and October.
9Data source: NOAA.gov
14.1 16.124.7
38.848.1
59.568.4 64.6
55.646.1
29.822.3
15.417.7
26.7
39.6
51.5
60.4
66.4 65.2
58.0
43.5
34.1
22.7
0°
10°
20°
30°
40°
50°
60°
70°
80°
90°
100°
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Tem
pe
ratu
re (
°F)
AVERAGE MONTHLY TEMPERATURE – MAINE 2019
2019 Average 20-year Average
2019 in Context
2019 Annual Report
10Data source: NOAA.gov
5.4
2.9
2.2
5.2
4.4 4.4
3.4
4.6
3.4
5.3
4.0
3.7
2.8 2.93.2
3.9 3.8
4.6
4.1
3.9
3.6
5.1
4.0
4.4
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Pre
cip
itat
ion
(in
che
s)
MONTHLY PRECIPITATION – MAINE 2019
2019 Average 20-year Average
2019 AVERAGE MONTHLY PRECIPITATION IN MAINE
Some variations from the norm: wetter in January & April, drier in March, July & December.
2019 in Context
2019 Annual Report
11
U.S. UNEMPLOYMENT RATE, PAST FOUR YEARS
Steady drop in overall annual averages: 2016 = 4.9/ 2017 = 4.3/ 2018 = 3.9/ 2019 = 3.7
4.0
3.8 3.8
3.6 3.63.7 3.7 3.7
3.53.6
3.5 3.5
3.0
3.5
4.0
4.5
5.0
5.5
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
% U
ne
mp
loye
d
UNITED STATES UNEMPLOYMENT RATE BY MONTH
2016-2019
2016 2017 2018 2019
Data source: U.S. Bureau of Labor Statistics, www.bls.gov
2019 in Context
2019 Annual Report
2019 GAS PRICES
Average price in Maine in 2019: $2.66/gallon.
12
2019 in Context
Average Gas Prices 2019
2019 Annual Report
TREND IN TRAVEL PRICE INDEX AND CONSUMER PRICE INDEX
Cost of travel continues to steadily rise, in tandem with the cost of living since 2016.
*“Developed by the U.S. Travel Association, the Travel Price Index (TPI) measures the seasonally unadjusted inflation rate of the cost of travel away from home in the United States. The TPI is based on U.S. Department of Labor price data collected for the monthly Consumer Price Index (CPI). The TPI is released monthly and is directly comparable to the CPI.” - Source: U.S. Travel Association 13
233.5244.0
257.7
241.5250.7
266.9 273.0 275.6 279.6272.9 273.1
279.4286.0
291.9
201.6 207.3215.3 214.5 218.1
224.9 229.6 233.0 236.7 237.0 240.0 245.1 251.1 255.7
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
TPI VS. CPI 2006-2019
TPI Average
CPI Average (urban)
2019 in Context
2019 Annual Report
CANADIAN DOLLAR EXCHANGE RATE
The Canadian dollar value remained low relative to the U.S. dollar and fluctuated in a very narrow range.
0.700
0.750
0.800
0.850
Jan
Fe
b
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oct
No
v
De
c
Jan
Fe
b
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oct
No
v
De
c
Jan
Fe
b
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oct
No
v
De
c
Jan
Fe
b
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oct
No
v
De
c
CANADIAN EXCHANGE RATE2016-2019
2016 Average0.7551
2017 Average 0.7710
2018 Average0.7720
14Data source: X-rates.com
2019 in Context
2019Average0.7538
2019 Range:
0.743449 to 0.763631
15
SUMMARY
TRAVEL STATISTICS
2019 Annual Report
AMERICAN LEISURE AND BUSINESS TRAVEL ACROSS YEARS
2019 saw a significant increase in overnight business and leisure travel from 2018.
16
Nat’l Omnibus Q1. During the past four weeks, how many times have you taken a trip on which you spent at least one night away from home for either business, visiting friends/relatives, or leisure?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
51%*53%
19%16% 17% 18%
16% 16% 15%18%
23% 22%20%
22%
0%
25%
50%
75%
2008(n=17,655)
2009(n=14,677)
2010(n=17,785)
2011(n=17,924)
2012(n=17,722)
2013(n=17,591)
2014(n=17,675)
2015(n=17,812)
2016(n=21,910)
2017(n=22,070)
2018(n=20,579)
2019(n=20,596)
PROPORTION OF AMERICANS TAKING A TRIP*
Overnight Leisure Trip
Overnight BusinessTrip
* In 2018, data collection was modified from previous years to measure only leisure travel and business travel, eliminating the separate category of Visiting Friends or Relatives (VFR) travel. Therefore, leisure travel proportions are not directly comparable to prior years’ data, as they now include travel to visit friends and relatives.
Summary Travel Statistics
2019 Annual Report
17
Nat’l Omnibus Q2. In which U.S. state, Canadian province, or other country was the primary destination of each of these trips?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
MAINE TRAVEL MARKET SHARE
Maine benefitted from 2019’s increase in overnight travel.
OVERNIGHT LEISURE TRIPS*
OVERNIGHT BUSINESS TRIPS*
1.3%
1.5%
0.5% 0.4% 0.3% 0.2%
1.4%
1.8%
0.6%0.4% 0.2% 0.3%
Massachusetts Connecticut Maine New Hampshire Rhode Island Vermont
2018 (n=22,415 trips)
2019 (n=25,427 trips)
1.3%
1.8%
0.4% 0.3% 0.3%0.1%
1.1%
2.5%
0.5%0.3%
0.1% 0.1%
Massachusetts Connecticut Maine New Hampshire Rhode Island Vermont
2018 (n=9,117 trips)
2019 (n=11,197 trips)
*Percentages shown for each state represent the share of total trips taken in 2018.
Summary Travel Statistics
2019 Annual Report
MAINE OVERNIGHT VISITATION
OVERNIGHT Visitation increased 6.4% in the past year to nearly 22 million visitors.
18
*For the purposes of visitation estimates, only visitors on tourism-related trips are included. This includes in-state and out-of-state residents for overnight travel. Tourism-related trips include: • All leisure trips EXCEPT those for a funeral, family reunion, or class reunion. • Business trips that are for a convention/conference/trade show or training/professional development.
2018 Total 2019 Total% change
2018-20192019
Leisure2019
Business
NET Visitors 20.52 M 21.83 M 6.4% 20.15 M 1.68 M
Winter 3.63 M 3.36 M -8.0% 3.06 M 304 K
Summer 11.00 M 12.01 M 11.3% 11.16 M 848 K
Fall 5.90 M 6.47 M 6.4% 5.94 M 530 K
NET Trips 6.72 M 7.08 M 5.3% 6.52 M 552 K
Winter 1.21 M 1.20 M -1.0% 1.09 M 115 K
Summer 3.50 M 3.67 M 6.4% 3.42 M 252 K
Fall 2.01 M 2.21 M 7.2% 2.02 M 185 K
TOURISM-RELATED OVERNIGHT VISITATION*[M=Million; K=Thousands]
Summary Travel Statistics
2019 Annual Report
MAINE DAY VISITATION
Daytime visitation remained stable at roughly 24.5 million visitors.
19
2018 Total 2019 Total% change
2018-20192019
Leisure2019
Business
NET Visitors 24.79 M 24.59 M -0.8% 23.30 M 1.29 M
Winter 2.74 M 2.88 M 3.3% 2.61 M 266 K
Summer 17.27 M 17.09 M -0.7% 16.40 M 687 K
Fall 4.78 M 4.63 M -3.3% 4.29 M 335 K
NET Trips 8.71 M 8.45 M -3.0% 7.98 M 471 K
Winter 1.01 M 1.11 M 9.0% 1.01 M 106 K
Summer 5.98 M 5.67 M -4.9% 5.44 M 231 K
Fall 1.72 M 1.66 M -3.2% 1.53 M 134 K
TOURISM-RELATED DAY VISITATION*[M=Million; K=Thousands]
*For the purposes of visitation estimates, only visitors on tourism-related trips are included. This includes in-state and out-of-state residents for day travel. Tourism-related trips include: • All leisure trips EXCEPT those for a funeral, family reunion, or class reunion. • Business trips that are for a convention/conference/trade show or training/professional development.
Summary Travel Statistics
2019 Annual Report
2019 TOURISM VISITATION: OUT-OF-STATE VS. MAINE RESIDENTS
Overnight visitors were largely from out-of-state compared to about 2/3 of Day visitors.
20
Summary Travel Statistics
9.1 Million
Overnight
Visitors 201921.8 Million
20.8 Million
(95%)
1 Million
Day
Visitors 201924.6 Million
15.5 Million
(63%)
2019 Total (Millions) 46.4
Out-of-State Residents 36.3
Maine Residents 10.1
Out-of-state
Mainer
2019 Annual Report
OVERNIGHT VISITOR SPENDING
In 2019, overnight visitors spent almost $1,100, on average, while in Maine.
21
Q38. Please tell us the total amount of money you and your immediate travel party spent on this trip in Maine in each of the categories listed below.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Travel Spending:
2018Total
(n=2901)
2019Total
(n=2916)
2019Leisure(n=2085)
2019Business(n=831)
Total Net Spending $1030 $1076 $1002 $1267
Lodging $525 $563 $501 $703
% of travelers spending 82% 85% 83% 92%
Food $251 $252 $251 $256
% of travelers spending 96% 96% 97% 94%
Retail Goods $207 $201 $197 $212
% of travelers spending 75% 72% 73% 71%
Transportation $157 $159 $146 $195
% of travelers spending 91% 91% 93% 84%
Recreation $129 $131 $131 $130
% of travelers spending 54% 53% 52% 57%
AVERAGE TRIP SPENDING PER TRAVEL PARTY – OVERNIGHT VISITORS*
*Reported figures represent the average amount of money spent per travel party, excluding parties who did NOT spend money in that expenditure category.
Summary Travel Statistics
2019 Annual Report
22
Q27. Please tell us the total amount of money you and your immediate travel party spent on this trip in Maine in each of the categories listed below.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Travel Spending:
2018Total
(n=1756)
2019Total
(n=1755)
2019Leisure(n=1480)
2019Business(n=275)
Total Net Spending $306 $288 $278 $340
Retail Goods $123 $116 $112 $139
% of travelers spending 70% 70% 69% 74%
Food $126 $119 $115 $140
% of travelers spending 96% 97% 97% 97%
Recreation $73 $74 $74 $75
% of travelers spending 50% 47% 45% 59%
Transportation $75 $70 $68 $86
% of travelers spending 97% 98% 98% 96%
AVERAGE TRIP SPENDING PER TRAVEL PARTY – DAY VISITORS*
*Reported figures represent the average amount of money spent per travel party, excluding parties who did NOT spend money in that expenditure category.
DAY VISITOR SPENDING
Visitors traveling to Maine for the day spent, on average, almost $290.
Summary Travel Statistics
2019 Annual Report
2019 DIRECT TOURISM EXPENDITURES IN MAINE
Tourism generated an estimated $6.5 billion dollars in Maine.
23
*For the purposes of expenditure estimates, visitors are defined as: all overnight visitors plus all out-of-state day visitors, on tourism-related trips.Tourism-related trips include: • All leisure trips EXCEPT those for a funeral, family reunion, or class reunion.• Business trips that are for a convention/conference/trade show or training/professional development.
Direct Tourism Expenditures
Tourism Related Trips*
Total 2018
Total 2019
Y/Y % Difference
2019 SeasonsWinter Summer Fall
NET Spending $6,200 $6,490 4.6% $1,010 $3,710 $1,770
Lodging $1,780 $1,940 9.0% $300 $1,110 $530
Restaurant/Food $1,640 $1,760 7.1% $280 $1,010 $480
Retail Sales $1,570 $1,530 -2.9% $240 $870 $420
Recreation $630 $660 4.3% $100 $380 $180
Gasoline $520 $540 3.6% $80 $310 $150
Transportation $50 $60 15.7% $10 $30 $20
DIRECT TOURISM EXPENDITURES
TOURISM-RELATED TRIPS
$ Millions
Summary Travel Statistics
OVERNIGHT VISITORS
24
OVERNIGHT VISITOR
TRIP PLANNING
25
2019 Annual Report
When you were planning this recent trip in Maine, which of the following sources did you use?
26
[Q21]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Sources Used:2019
TOTAL (n=2,916)
Leisure (n=2085)
[a]
Business(n=831)
[b]
Paid Accommodations
(n=2207)[c]
Unpaid Accommodations
(n=708)[d]
The Internet 65% 67% b 60% 69% d 53%
Friends/relatives/co-workers' advice 45% 48% b 38% 42% 55% c
Social Media such as Facebook, Twitter, etc. 27% 25% 33% a 28% d 23%
Travel planning apps 20% 16% 28% a 22% d 14%
Travel guides/brochures 18% 16% 23% a 20% d 14%
AAA 13% 12% 17% a 15% d 10%
Travel books 12% 8% 20% a 12% 10%
Travel magazines 11% 8% 21% a 12% 11%
Travel agent 10% 4% 23% a 10% 9%
Articles or travelogues 9% 7% 13% a 10% d 6%
State tourism office 8% 7% 11% a 9% d 5%
Local convention and visitors' bureaus 7% 4% 15% a 8% d 4%
Local Chambers of Commerce 4% 3% 7% a 4% 3%
Other 4% 5% b 2% 3% 7% c
AVERAGE # OF SOURCES CONSULTED 2.5 2.3 3.1 a 2.6 d 2.2
Overnight Trip Planning
2019 Annual Report
Trip Planning Sources Used by Subgroup
➢ Balanced Achievers 3.0 sources vs. 2.4 for Genuine Originals, 2.1 for Social Sophisticates
➢ Mid-Atlantic residents 2.8 sources vs. 2.3 for Maine residents, 2.2 for New England residents
➢ Visitors traveling w/children 2.9 sources vs. 2.4 for those traveling w/out children
➢ First-time visitors 2.9 sources vs. 2.4 for repeat visitors
➢ Summer visitors 2.7 sources vs. 2.4 for Fall and Winter
Also, the average number of sources used decreases with age….
35 years old 2.7 sources
35-44 years 2.6
45-54 years 2.3
55+ 2.2
27Q21. When you were planning this recent trip in Maine, which of the following sources did you use?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Trip Planning
2019 Annual Report
TREND: Trip Planning Sources Used across Years
28Q21. When you were planning this recent trip in Maine, which of the following sources did you use?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Sources Used:
2019(n=2,916)
2018(n=2,901)
2017(n=2,922)
2016(n=2,909)
2015(n=2,779)
2014(n=2,930)
2013(n=2,675)
2012 (n=2,497)
2011(n=2,954)
2010(n=2,992)
2009(n=3,057)
2008(n=3,320)
The Internet 65% 65% 64% 62% 65% 64% 64% 63% 65% 66% 66% 66%
Friends/relatives/co-workers’ advice
45% 45% 45% 46% 44% 45% 34% 35% 42% 42% 43% 49%
Social Media 27% 27% 24% 24% 20% 18% 10% 8% n/a n/a n/a n/a
Travel planning apps 20% 16% 13% 15% 14% 11% n/a n/a n/a n/a n/a n/a
Travel guides/brochures 18% 16% 14% 17% 20% 17% 12% 13% 15% 14% 16% 15%
AAA 13% 12% 13% 16% 18% 16% 16% 18% 20% 20% 20% 21%
Travel magazines 11% 11% 7% 11% 13% 12% 9% 8% 8% 9% 9% n/a
Travel Books 12% 11% 8% 12% 11% 10% 9% 8% 10% 10% 11% 13%
Travel agent 10% 8% 5% 7% 6% 5% 4% 0% 4% 6% 6% 5%
Articles or travelogues 9% 8% 5% 7% 8% 7% 7% 7% 7% 7% 8% n/a
State tourism office 8% 9% 8% 11% 12% 11% n/a n/a n/a n/a n/a n/a
Contact local convention/visitors' bureaus
7% 8% 6% 7% 7% 6% 5% 5% 5% 5% 5% 4%
Contact local Chambers of Commerce
4% 5% 4% 4% 6% 5% 6% 0% 4% 4% 5% 4%
Overnight Trip Planning
2019 Annual Report
Which of the following websites did you visit when planning this trip in Maine?
29
[Q22]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Top Websites UsedBase: Visitors Who Used the Internet When Planning their Trip to Maine
2019 TOTAL
(n=2,105)
Other Websites UsedBase: Visitors Who Used the Internet When Planning their Trip to Maine
2019 TOTAL
(n=2,105)
TripAdvisor 41% DiscoverNewEngland.com 7%
Google maps 39% LonelyPlanet 4%
Online search engines 33% Chambers of Commerce websites 4%
VisitMaine.com 30% Convention and/or visitor bureau websites 4%
Facebook 28% Vimeo 3%
Maine tourism region websites (NET) 27% Zagat 3%
Booking websites 26% Tripit 2%
Youtube 22% Fodors 2%
Lodging/hotel/accommodation websites 20% Frommers 2%
Google+ 18% Jetsetter 2%
Mainetourism.com 14% igougo 1%
Twitter 11% Other 3%
Travel blogs 10%
Airline websites 10%
Overnight Trip Planning
2019 Annual Report
Which (if any) of the following peer-to-peer or shared networks did you use to book your lodging (Airbnb, VRBO, etc.) or transportation (Uber, Lyft, etc.)?
30
[Q23]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Peer-to-Peer Networks Used2019
TOTAL (n=2,916)
Any (NET) 57%
For Lodging (NET) 52%Airbnb 30%
VRBO (Vacation Rentals by Owner) 9%
One Fine Stay 7%
Flipkey 4%
Other lodging 10%
For Transportation (NET) 48%Uber 29%
Lyft 13%
Sidecar 4%
Other transportation 11%
Yes 57%
No 43%
USED PEER-TO-PEER NETWORK
(n=2,916)
Certain groups of travelers are more apt than their counterparts to use shared networks:
• Travelers younger than 55 years old• Visitors from the Mid-Atlantic region• Balanced Achievers• Business travelers• First-time visitors• Travelers earning $75K or more
Overnight Trip Planning
2019 Annual Report
What other states or provinces, if any, did you consider for this specific trip?
31[Q16]
Overnight Trip Planning
New Hampshire, Vermont
Massachusetts
New York
Rhode Island, Florida, Connecticut, California
New Brunswick,
Nova Scotia, Quebec
Pennsylvania, Maryland, Carolinas
Colorado, Texas, New Jersey, Delaware,
Virginia, Nevada, Canada,
Washington
[and a variety of other destinations each mentioned by less than 10 respondents]
2019 Annual Report
Thinking about all the places you could have chosen to visit on this trip, what specifically motivated you to choose Maine?
32[Q17]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Trip Planning
2019 Annual Report
Once you arrived in Maine did you use any of the following to continue researching places to go or things to do during your visit?
33
[Q333]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
56%59% 60%
62%65%
74%76%
80%76%
83%84%
15%
22%25% 26%
32%
53% 54%
60% 60%
68% 69%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
PERCENT RESEARCHING MAINE DURING VISIT2009 - 2019
Any
Research
Mobile
Device
2019
Overnight Trip Planning
2019 Annual Report
Devices Used for In-State Trip Planning by Subgroups
34
Q33. Once you arrived in Maine did you use any of the following to continue researching places to go or things to do during your visit?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
84%
69%
36%
24%
80%
67%
28%
20%
93% a
74% a
56% a
34% a
Any (NET)
A mobile device(such as a smartphone or tablet)
A laptop
Materials from my hotel,campground, etc.
TRIP RESEARCH WHILE IN MAINE
2019 TOTAL (n=2916)
Leisure (n=2085) [a]
Business (n=831) [b]
Those more likely than their counterparts to continue researching Maine while visiting:
➢ First-time Visitor➢ Paid accommodations➢ Kids on trip➢ <55 years of age➢ Americans➢ Income >$75K
Overnight Trip Planning
OVERNIGHT VISITOR
TRAVEL LOGISTICS
35
2019 Annual Report
33%36%
b
23%
34%d 27%
34% 36%b 30%
35% d 29%
3.03.1
2.9
3.1 d
2.5
3.1 3.1 3.2 3.2 d
2.8
TOTAL Leisure [a] Business [b] Americans [c] Canadians [d]
TRAVEL PARTY SIZE AND COMPOSITION
% Traveling with Children 2018 % Traveling with Children 2019
Avg. Party Size 2018
n=2,901
Avg. Party Size 2019
n=2916
How many people were in your immediate travel party on this specific trip to Maine? How many of these people were children?
36
[Q24, Q25]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Travel Logistics
2019 Annual Report
TREND: Party Size and Traveling with Children across Years
37
Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine?
Q25. How many of these people were: Children?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
26% 26%21% 22% 22%
25%
32% 31%33% 32% 33% 34%
2.7 2.7 2.6 2.7 2.7 2.72.9 2.9 2.9
3.0 3.03.1
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
TRAVEL PARTY SIZE AND COMPOSITION
Percent Traveling with Children Average Number of People in Travel Party
Overnight Visitor Travel Logistics
2019 Annual Report
Which of the following types of transportation did you use to travel the most miles from your home to get to your Maine destination?
38
[Q26]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
66%
10%
13%
5%
2%
3%
78% b
7%
9%
2%
1%
3%
38%
18% a
23% a
15% a
3% a
4%
Personal car
Rental car
Airplane
Peer-to-Peer/Shared
Train
Other (NET)
TRANSPORTATION METHOD
2019 TOTAL (n=2916)
Leisure (n=2085) a
Business (n=831) b
51%
<12%>
<20%>
<9%>
2%
4%
<72%>
9%
10%
4%
1%
3%
Personal car
Rental Car
Airplane
Peer-to-Peer/Shared
Train
Other (NET)
TRANSPORTATION METHOD
FIRST-TIME VS. REPEAT VISITORS
First-time Vistor (n=839)
Repeat Visitor (n=2077)
Overnight Visitor Travel Logistics
2019 Annual Report
In which of the following types of accommodations did you spend the most nights on this trip to Maine?
39
[Q27]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Travel Logistics
Paid76%
Unpaid24%
STAYED IN PAID VS. UNPAID ACCOMMODATIONS
(n=2916)Of those staying in Paid Accommodations…
65% Hotel, motel or resort 18% Cabin, cottage, condo, home that was rented
10% Inn, Bed & Breakfast
3% RV park/tent campground
1% Sport camp or wilderness lodge
Of those staying in Unpaid Accommodations...
69% Home, cabin, cottage, condo, of a friend/relative
14% Own second home, cabin, cottage, condo 6% Free campground
4% Camping in wilderness area
2019 Annual Report
Paid Accommodations across Subgroups
40
Q27. In which of the following types of accommodations did you spend the most nights on this trip to Maine?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
76%<82%>
73%
<81%>
74% 74%
<85%>
2019 TOTAL(n=2916)
First-TimeVisitor (n=839)
Repeat VIsitor(n=2077)
Business(n=831)
Leisure(n=2085)
Americans(n=2428)
Canadians(n=488)
% STAYING IN PAID ACCOMMODATIONS
Trip Type ResidenceVisitor
Overnight Visitor Travel Logistics
2019 Annual Report
On this trip to Maine, how many nights were you away from home?
41
[Q10]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
3.6<3.9>
3.4
<3.8>
3.5
3.02.8
<4.0> <4.0>
2019 TOTAL(n=2916)
Kids(n=998)
No Kids(n=1917)
First-TimeVisitor
(n=839)
RepeatVIsitor
(n=2077)
Maine(n=143)
NewEngland(n=883)
Mid-Atlantic(n=1402)
Canada(n=488)
AVERAGE # OF NIGHTS AWAY FROM HOME
Visitor ResidenceKids on Trip
Overnight Visitor Travel Logistics
2019 Annual Report
Average Length of Stay across Seasons and Target Segment Groups
42
Q10. On this trip to Maine, how many nights were you away from home?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
3.63.4
<3.8>
3.3
<3.9>
3.43.2
2019 TOTAL(n=2916)
Winter(n=516)
Summer(n=1480)
Fall(n=919)
BalancedAchievers(n=1217)
GenuineOriginals(n=830)
SocialSophisticates
(n=247)
AVERAGE # OF NIGHTS AWAY FROM HOME
Season of Visit Visitor Segment
Overnight Visitor Travel Logistics
2019 Annual Report
Was this your first visit in Maine?
43
[Q11]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
29% 25%
<38%>26%
<40%>
71% <75%>62%
<74%>
60%
2019 Total(n=2916)
Leisure(n=2085)
Business(n=831)
Americans(n=2428)
Canadians(n=488)
Repeat Visitor
First-time Visitor
Visitor Origin
REPEAT VERSUS FIRST-TIME VISITORS
Overnight Visitor Travel Logistics
Trip Type
2019 Annual Report
TREND: Visitation Status across Years
44
Q11. Was this your first visit in Maine?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
16% 14% 17% 14% 14% 14%19% 20% 23% 20%
26% 29%
84% 86% 83% 86% 86% 86%81% 80% 77% 80%
74% 71%
2008(n=3320)
2009(n=3057)
2010(n=2992)
2011(n=2954)
2012(n=2497)
2013(n=2675)
2014(n=2930)
2015(n=2779)
2016(n=2909)
2017(n=2922)
2018(n=2901)
2019(n=2916)
Repeat Visitor First-time Visitor
REPEAT VERSUS FIRST-TIME VISITORS TREND
Overnight Visitor Travel Logistics
OVERNIGHT VISITOR
ORIGIN
45
2019 Annual Report
46
State/Province of Residence
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
39% 39% 40%42% 43%
34%
52%
47%45%
60%
41%
35%38%35%
38% 39%
31%
37%
33%
40%42%
28%
45%
48%
14%16% 16% 15%
20%
27%
16%13%
14%12%
14%
17%
2008(n=3320)
2009(n=3057)
2010(n=2992)
2011(n=2954)
2012(n=2497)
2013(n=2675)
2014(n=2930)
2015(n=2779)
2016(n=2909)
2017(n=2922)
2018(n=2901)
2019(n=2916)
OVERNIGHT VISITOR ORIGIN
NewEngland
Mid-Atlantic
Canada
TREND: Residence of Overnight Visitors across YearsRegions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets.
Overnight Visitor Origin
2019 Annual Report
Residence within RegionsRegions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets.
47Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
83%
35%
48%
17%
United States (NET)
New England (NET)
Mid-Atlantic (NET)
Canada (NET)
LOCATION OF RESIDENCE*
16%
5% 4% 5% 3% 2%
MA ME NH CT RI VT
20%
13%9%
5%1% 1%
NY PA NJ MD DE DC
9%5%
2% 1%
Ontario Quebec NewBrunswick
Nova Scotia
Overnight Visitor Origin
2019 Annual Report
Overnight Visitor Origin across First Time vs. Repeat Visitation
48
State/Province of Residence
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
76%
12%
<64%>
<24%>
<86%>
<45%>
41%
14%
United States (NET)
New England (NET)
Mid-Atlantic (NET)
Canada (NET)
PERCENTAGE OF FIRST-TIME AND REPEAT VISITORS RESIDING IN EACH REGION
First-time Visitor (n=839) Repeat Visitor (n=2077)
6%
1% 1%3%
1% 1%
<21%>
<7%> <6%> <6%><3%> <2%>
MA ME NH CT RI VT
<25%>
<17%><13%>
<8%>
1%
18%
12%
7%3%
1%
NY PA NJ MD DE
<16%>
5%1% 1%
6% 5% <2%> 1%
ON QB NB NS
PERCENTAGE OF FIRST-TIME AND REPEAT VISITORS
RESIDING IN EACH STATE
Overnight Visitor Origin
OVERNIGHT VISITOR
EXPERIENCE IN MAINE
49
2019 Annual Report
24%
18%
16%
11%
10%
9%
6%
4%
23%
17%
17%
14%
11%
8%
5%
3%
Maine Beaches
Downeast & Acadia
The Maine Highlands
Maine Lakes and Mountains
Mid-Coast
Greater Portand & Casco Bay
Kennebec Valley
Aroostook County
PRIMARY REGION OF VISIT
2018 (n=2901)
2019 (n=2916)
What region in Maine was your primary destination?
50
[Q28]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Experience in Maine
2019 Annual Report
23%
17% 17%14%
11%8%
5%3%
16%
13% 12%
13%15%
13%
9%
6%
MaineBeaches
Downeast& Acadia
The MaineHighlands
Maine Lakesand Mountains
Mid-Coast GreaterPortand &Casco Bay
Kennebec Valley AroostookCounty
REGION OF VISIT –PRIMARY AND SECONDARY
Visited, not Primary
Primary Region Visited
30% 29%
26%27%
21%
14%
9%
Single vs. Multiple Visitation across Regions
51
Q28. What region in Maine was your primary destination?
Q30. What other regions, if any, did you visit while you were in Maine?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overall Visitation
Overnight Visitor Experience in Maine
39%
2019 Annual Report
<24%>
17%
17%
14%
11%
8%
5%
3%
17%
18%
20%
14%
9%
9%
6%
<6%>
Maine Beaches
Downeast & Acadia
The Maine Highlands
Maine Lakes and Mountains
Mid-Coast
Greater Portand & Casco Bay
Kennebec Valley
Aroostook County
PRIMARY REGION BY COUNTRY OF ORIGIN
Americans (n=2428)
Canadians (n=488)
Primary Region: Canadian vs. American Travelers
52
Q28. What region in Maine was your primary destination?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Experience in Maine
2019 Annual Report
Primary Region: Business vs. Leisure Travelers
53
Q28. What region in Maine was your primary destination?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
<29%>
<19%>
14%
13%
10%
8%
4%
3%
10%
14%
<27%>
<17%>
<13%>
7%
<9%>
4%
Maine Beaches
Downeast & Acadia
The Maine Highlands
Maine Lakes and Mountains
Mid-Coast
Greater Portand & Casco Bay
Kennebec Valley
Aroostook County
PRIMARY REGION BY TRIP TYPE
Leisure (n=2085)
Business (n=831)
Overnight Visitor Experience in Maine
2019 Annual Report
Primary Region: Repeat vs. First-Time Visitors
54
Q28. What region in Maine was your primary destination?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
18%
17%
<23%>
<17%>
10%
5%
5%
3%
<25%>
17%
15%
13%
11%
<9%>
5%
4%
Maine Beaches
Downeast & Acadia
The Maine Highlands
Maine Lakes and Mountains
Mid-Coast
Greater Portand & Casco Bay
Kennebec Valley
Aroostook County
PRIMARY REGION BY FIRST-TIME VS. REPEAT VISITORS
First-time Visitor (n=839)
Repeat Visitor (n=2077)
Overnight Visitor Experience in Maine
2019 Annual Report
Primary Region: Paid vs. Unpaid Accommodations
55
Q28. What region in Maine was your primary destination?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24%
17%
17%
14%
11%
8%
5%
4%
21%
18%
17%
16%
11%
7%
6%
3%
Maine Beaches
Downeast & Acadia
The Maine Highlands
Maine Lakes and Mountains
Mid-Coast
Greater Portand & Casco Bay
Kennebec Valley
Aroostook County
PRIMARY REGION BY ACCOMMODATIONS
Paid Accommodations (n=2207)
Unpaid Accommodations (n=708)
Overnight Visitor Experience in Maine
2019 Annual Report
Other Destinations Visited on Trip
56
Q19. On this trip to Maine, did you also visit any other nearby states or provinces? Q20. What other states or provinces did you visit on this same trip?
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Yes27%
No73%
VISITED NEARBY STATES/PROVIDENCES
2019 (n=2916)50%
34%
30%
23%
22%
18%
11%
8%
8%
6%
6%
5%
New Hampshire
Massachusetts
Vermont
Rhode Island
Connecticut
New York
New Brunswick
Nova Scotia
Quebec
Ontario
Prince Edward Island
Newfoundland and Labrador
STATE/PROVINCE VISITED
n=787
Overnight Visitor Experience in Maine
Those more likely than their counterparts to visit other destinations while visiting Maine:
➢ First-time Visitor➢ Kids on trip➢ Mid-Atlantic residents➢ Balanced Achievers, Genuine Originals➢ Business travelers
OVERNIGHT VISITOR
INTERESTS & ACTIVITIES
57
2019 Annual Report
25%
24%
16%
8%
7%
5%
6%
1%
<1%
7%
General visit to see friends or relatives
Outdoor Recreation
Holiday visit
History or cultural tourism activities
Shopping
Wedding
Family reunion
Funeral
Class reunion
Other
PRIMARY PURPOSE OF OVERNIGHT LEISURE TRIPS
What was the primary purpose of your most recent leisure trip in Maine?
58[Q9]
AmericansRepeat visitorsUnpaid accommodations< $75k income
Americans Summer vs. Winter visitorsPaid accommodations< 55 years old
Canadians (especially Maritime)Winter and Fall visitorsPaid accommodationsAge 45+
More likely among…
n=2085
Overnight Visitor Interests & Activities
2019 Annual Report
31%
29%
24%
14%
3%
Meeting
Convention/Conference/Trade Show
Training/Professional Development
Sales/Service
Other
PRIMARY PURPOSE OF OVERNIGHT BUSINESS TRIPS
What was the primary purpose of your most recent business trip in Maine?
59
[Q8]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
(n=831)
Overnight Visitor Interests & Activities
2019 Annual Report
Which of the following interest areas did you want to pursue during this trip to Maine? Please rank them in order of their importance…
60
[Q35, Q36]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
62%
51%
50%
41%
33%
30%
29%
3%
Food, beverage, or culinary
Touring or sightseeing
Shopping
Active outdoor activities (not water)
History or culture
Family fun or children’s activities
Water activities
Other
INTEREST AREAS(n=2916)
MOST IMPORTANT INTEREST AREA
33%
41%
21%
36%
28%
45%
27%
Overnight Visitor Interests & Activities
2019 Annual Report
Overnight Visitor Trip Drivers
61
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.
Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
21%
20%
15%
14%
11%
9%
8%
3%
Touring or sightseeing
Food, beverage, or culinary
Active outdoor activities (not water)
Family fun or children’s activities
Shopping
History or culture
Water activities
Other
INTEREST AREAS
TRAVEL DRIVER INDEX*
*Travel Driver Index =
percentage selecting category as
interest area X percentage listing
same interest area as most important
Overnight Visitor Interests & Activities
2019 Annual Report
Interest Areas across Subgroups
62
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Interests & Activities
INTEREST AREA:
Kids on Trip?First-time Visitor/
Repeat Visitor
2019TOTAL(n=2916)
Kids(n=998)
No Kids(n=1917)
First-time(n=839)
Repeat(n=2077)
Food, beverage, or culinary 62% 59% <63%> 58% <63%>
Touring or sightseeing 51% 50% 51% <59%> 47%
Shopping 50% <53%> 49% 47% <51%>
Active outdoor activities (not water) 41% <45%> 39% 42% 41%
History or culture 33% 33% 33% <39%> 31%
Family fun or children’s activities 30% <62%> 14% 27% 31%
Water activities 29% <40%> 24% 30% 29%
Other 3% 1% <4%> 1% <4%>
2019 Annual Report
Interest Areas across Priority Segments
63
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
64%
57%b
56%
44%40%bc
37%bc
34%b
63%
46%
53%
47%
33%b
23% 24%
74%ab
53%49%
40%
19%24%
28%
Food/ beverage/culinary
Shopping Touring orsightseeing
Active Outdoor(not water)
History or culture Family fun orchildren's activities
Water activities
INTEREST AREAS BY VISITOR SEGMENT
Balanced Achievers (n=1217) a Genuine Originals (n=830) b Social Sophisticates (n=247) c
Overnight Visitor Interests & Activities
2019 Annual Report
58%
49%
45%
38%
30%
28%
24%
19%
57%
47%
45%
39%
31%
29%
25%
20%
Ate lobster or other local seafood
Consumed other locally produced Maine foods(i.e., blueberries, maple syrup, or apples)
Enjoyed unique Maine food or beverages(i.e., whoopie pies or Moxie)
Going to local brew pubs or craft breweries
Enjoying local food at fairs or festivals
Visited Farmer's Markets
Enjoyed high-end cuisine or five-star dining
Ate farm to table or organic cuisine
FOOD, BEVERAGE, OR CULINARY ACTIVITIESBase: Those who report food/beverage/culinary as an interest area for their Maine trip
2018 (n=1786)
2019 (n=1795)
Overnight Visitor Trip Activities: Food, Beverage, Culinary
64
Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
FOOD, BEVERAGE BY SEGMENT
Balanced Achievers(n=782)
a
Genuine Originals(n=525)
b
Social Soph.
(n=182)c
Eating lobster, local seafood
51% 71% a 64% a
Local food at fairs, festivals
39% bc 22% 25%
Farmer’s markets
35% bc 26% 23%
Overnight Visitor Interests & Activities
2019 Annual Report
72%
63%
54%
57%
35%
27%
27%
22%
70%
65%
55%
51%
34%
27%
25%
24%
Sightseeing
Enjoying the ocean views or rockycoast
Enjoying the mountain views
Driving for pleasure
Wildlife viewing or bird watching
Viewing fall colors
Taking tours of communities orlocal architecture
Nature cruises or tours
TOURING OR SIGHTSEEING ACTIVITIESBase: Those who report touring or sightseeing as an interest area for their Maine trip
2018 (n=1490)
2019 (n=1497)
65
Q37. In which of the following activities did you participate during this trip? Please check all that apply.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
TOURING/SIGHTSEEING BY SEGMENT
Balanced Achievers(n=677)
a
Genuine Originals(n=439)
B
Social Soph.
(n=121)C
Sightseeing 70% 76% 80% a
Enjoying ocean views/rocky coast
63% 71% a 75% a
Driving for pleasure 47% 60% a 57%
Wildlife/Bird watching 37% c 38% c 25%
Tours of local communities/architecture
32% bc 19% 18%
Nature cruises or tours 31% bc 19% 17%
Viewing Fall colors 30% b 21% 24%
Overnight Visitor Interests & Activities
Overnight Visitor Trip Activities: Touring, Sightseeing
2019 Annual Report
53%
49%
47%
39%
31%
28%
50%
49%
47%
38%
29%
27%
Outlet shopping
Shopping for gifts or souvenirs
General shopping at malls, downtown
Shopping for unique, locally produced goods
Shopping for products with the 'Made in Maine'identifier
Shopping for antiques, local arts and crafts
SHOPPING ACTIVITIESBase: Those who report shopping as an interest area for their Maine trip
2018 (n=1492)
2019 (n=1461)
Overnight Visitor Trip Activities: Shopping
66
Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
SHOPPING BY VISITOR ORIGIN
Maine(n=58)
a
New England (n=456)
b
Mid-Atlantic(n=661)
c
Canada(n=287)
d
Outlet shopping 40% 60% ac 46% 46%
General shopping at malls, downtown
69% bc 39% 47% b 56% bc
Shopping for antiques, local arts and crafts
18% 27% 31% a 17%
Overnight Visitor Interests & Activities
2019 Annual Report
63%
46%
23%
26%
12%
6%
6%
5%
4%
2%
62%
45%
25%
24%
13%
8%
7%
7%
5%
4%
Hiking, climbing, or backpacking
Exploring State and National Parks
Bicycling or mountain biking
Camping
Riding all-terrain vehicles
Alpine skiing or snowboarding
Snowmobiling
Hunting (game or bird)
Snowshoeing
Nordic skiing
ACTIVE OUTDOOR ACTIVITIES – NON-WATERBase: Those who report active non-water outdoor activities as an interest area for their Maine trip
2018 (n=1143)
2019 (n=1202)
Overnight Visitor Trip Activities: Active Outdoor (non-water)
67Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
OUTDOOR RECREATION BY SEGMENT
Balanced Achievers(n=503)
a
Genuine Originals(n=387)
b
Social Soph.
(n=100)c
Hiking/climbing/backpacking 57% 70% a 68%
Exploring State & Nat’l Parks 43% 52% a 47%
Camping 27% b 19% 18%
Bicycling or mountain biking 32% bc 16% 20%
Riding all-terrain vehicles 18% bc 8% 8%
Hunting (game or bird) 9% bc 3% 2%
Alpine skiing or snowboarding 11% bc 5% 5%
Snowmobiling 9% b 4% 4%
Snowshoeing 7% bc 3% 1%
Nordic skiing 6% b 1% 3%
Overnight Visitor Interests & Activities
2019 Annual Report
65%
45%
42%
30%
17%
17%
15%
8%
8%
60%
45%
39%
26%
17%
17%
17%
13%
11%
Visiting historic sites or museums
Visiting art museums or local artisan exhibits
Getting to know the local people and/or culture
Participating in nightlife or other evening entertainment
Attending plays, musicals, or theatrical events
Painting, drawing, or sketching
Attending popular music concerts or events
Attending sports events
Attending operas or classical music events
HISTORY OR CULTURE ACTIVITIESBase: Those who report history or culture as an interest area for their Maine trip
2018 (n=954)
2019 (n=965)
Overnight Visitor Trip Activities: History, Culture
68
Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Interests & Activities
2019 Annual Report
46%
39%
33%
30%
27%
15%
11%
9%
9%
45%
36%
32%
32%
30%
18%
14%
11%
10%
Outdoor fun centers(mini-golf, go-carts, batting cages, etc.)
Animal parks or zoos
Amusement or theme parks
Children's museums
Water parks
Horseback riding
Agricultural fairs
Spectator sports
Summer camps
FAMILY FUN/CHILDREN’S ACTIVITIESBase: Those who report family fun/children’s activities as an interest area for their Maine trip
2018 (n=872)
2019 (n=883)
Overnight Visitor Trip Activities: Family/ Children’s Fun
69
Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Interests & Activities
2019 Annual Report
65%
53%
39%
31%
31%
14%
12%
10%
11%
6%
63%
50%
42%
33%
31%
17%
16%
14%
12%
11%
Going to the beach
Outdoor swimming (lake, ocean, river)
Pool swimming (indoor or outdoor)
Canoeing or kayaking
Fishing (ocean, lake, stream, river, ice)
Motor boating
Water skiing or jet skiing
White water rafting
Sailing
Surfing
WATER ACTIVITIESBase: Those who report water activities as an interest area for their Maine trip
2018 (n=875)
2019 (n=851)
Overnight Visitor Trip Activities: Water
70
Q37. In which of the following activities did you participate during this trip? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
WATER ACTIVITIES BY SEGMENT
Balanced Achievers(n=419)
a
Genuine Originals(n=200)
b
Social Soph.(n=69)
c
Pool swimming (indoor or outdoor) 45% b 35% 47%
Fishing (ocean, lake, stream, river, ice) 35% c 32% 21%
Water skiing or jet skiing 20% b 6% 13%
Sailing 17% b 5% 13%
White water rafting 16% bc 8% 6%
Motor boating 21% bc 10% 10%
Surfing 16% b 5% 8%
Overnight Visitor Interests & Activities
OVERNIGHT VISITOR
TRIP EVALUATIONS
71
2019 Annual Report
Indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each…
72
[Q41]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
65%
61%
58%
57%
57%
55%
54%
53%
50%
50%
49%
49%
48%
48%
47%
Overall experience
Friendliness of people
Quality of dining
Distinctive, genuine, and unique experiences
Welcoming locals who make visitors feel comfortable
Overall quality of customer service
Authentic communities with their own individual personalities
Variety of activities available
Overall value for the money
Quality of lodging
Great selection of family attractions and venues
Accessible, diverse, and abundant shopping choices
Availability of lodging
Availability of fine dining
Availability of family dining
MAINE ABOVE EXPECTATIONS ON…(n=2,916) NET= Far Exceeded or
Somewhat Above Expectations
Overnight Visitor Evaluations
2019 Annual Report
How likely will you be to recommend Maine as a vacation destination to friends or relatives?
73
[Q45]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
7% 5%
22%24%
71% 69%
93% 93%
2018 (n=2901) 2019 (n=2916)
LIKELIHOOD OF RECOMMENDING MAINE
Definitely will
Probably will
Might or Less Likely
Definitely Will Recommend Maine
American Visitors
(n=2428)<72%>
CanadianVisitors(n=488)
59%
Overnight Visitor Evaluations
2019 Annual Report
82% 81%76% 76% 74% 72% 70%
65%
16% 16%17% 18% 21% 24%
23%27%
Maine Beaches Downeast &Acadia
Greater Portand Aroostook Co. Maine Lakes andMountains
The MaineHighlands
Mid-Coast Kennebec Valley
LIKELIHOOD OF RECOMMENDING PRIMARY REGION% Definitely Will % Probably Will
[Q29]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
How likely will you be to recommend the [primary region visited] region to friends or relatives?
74
Overnight Visitor Evaluations
2019 Annual Report
How likely will you be to travel in Maine in the next two years?
75
[Q44]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
10% 10%
15% 19%
51% 49%
24% 22%
75% 71%
2018 (n=2901) 2019 (n=2916)
LIKELIHOOD TO TRAVEL TO MAINE IN NEXT TWO YEARS
I already have specific plans
Definitely will
Probably will
Less Likely
Overnight Visitor Evaluations
2019 Annual Report
What does Maine offer as a destination that other similar destinations do not?
76
[Q18]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitor Evaluations
2019 Annual Report
If Maine were a person, which of the following words would you choose to describe its personality?
77
[Q47]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
58%
56%
49%
46%
45%
44%
43%
39%
39%
37%
33%
32%
32%
31%
Friendly
Natural
Fun
Adventurous
Genuine
Authentic
Family-oriented
Real
Unique
Active
Vibrant
Inspiring
Sincere
Original
TOP WORDS SELECTED
DESCRIBING MAINE’S PERSONALITY(n=2916) Less Frequently Selected
Creative 27%
Old-fashioned 23%
Open-minded 23%
Passionate 22%
Imaginative 21%
Enthusiastic 21%
Dynamic 18%
Quirky 13%
Reserved 10%
Unexpected 9%
Offbeat 7%
Unusual 6%
Unconventional 6%
Boring 2%
Uninspiring 1%
Unpleasant 1%
Stodgy 1%
Fake 1%
Overnight Visitor Evaluations
2019 Annual Report
Would you consider moving to Maine?
78
Overnight Visitor Evaluations
[Q67]
22% 19%8%
14% 21%
21%
27% 25%
17%
31% 30%
<52%>
New England (n=883) Mid-Atlantic (n=1402) Canada (n=488)
WILLING TO CONSIDER MOVING TO MAINE
BY VISITOR ORIGIN
No
Second home
Retire
Full timeYes, 63% Yes, 65% Yes, 46%
DAY VISITORS
79
DAY VISITOR
TRAVEL LOGISTICS
80
2019 Annual Report
34%36%
23%
41%
55%
37%
11%
33% 33% 32%
40%ef
54%cef
32%f
10%
2.9 3.0
2.53.4
3.2
2.8
2.3
3.0 3.0
2.9
3.1ef
3.4ef
2.8
2.5
TOTAL Americans [a] Canadians [b] <35 [c] 35-44 [d] 45-54 [e] 55+ [f]
TRAVEL PARTY SIZE AND COMPOSITION
% Traveling with Children 2018 % Traveling with Children 2019
Avg. Party Size 2019 (n=1755)
Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? How many were children?
81
[Q15, Q16]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Avg. Party Size 2018 (n=1756)
Day Visitor Travel Logistics
2019 Annual Report
TREND: Party Size and Traveling with Children across Years
82
Q15. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine?
Q16. How many of these people were: Children?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
37%
26% 26%22%
17%22%
28% 29% 31% 33% 34% 33%
2.8
2.5 2.5 2.52.4 2.5
2.7 2.8 2.72.9 2.9 3.0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
TRAVEL PARTY SIZE AND COMPOSITION
Percent Traveling with Children Average Number of People in Travel Party
Day Visitor Travel Logistics
2019 Annual Report
Once you arrived in Maine did you use any of the following to continue researching places to go or things to do during your visit?
83
[Q25]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
71%
60%
14%
12%
68%
59%
12%
10%
<85%>
<66%>
<28%>
<23%>
Any Research (NET)
A mobile device (such as a smartphone or tablet)
A laptop
Materials from my hotel, campground, etc.
TRIP RESEARCH WHILE IN MAINE
2019 TOTAL (n=1755)
Leisure (n=1480)
Business (n=275)
Also more likely than their counterparts to continue
researching...
First-time Visitor(n=141)<92%>
Repeat Visitor
(n=1614)69%
Kids on Trip(n=581)<80%>
No Kids(n=1174)
66%
Day Visitor Travel Logistics
2019 Annual Report
Was this your first trip to Maine?
84
[Q10]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
8% 6%
24%<15%>
4% 1%
92% 94%
76%85%
96% 99%
2019 TOTAL(n=1755)
Americans(n=1565)
Canadians(n=191)
BalancedAchievers(n=508)
GenuineOriginals(n=642)
SocialSophisticates
(n=131)
REPEAT VS. FIRST TIME VISITORS
Repeat Visitor First-time Visitor
Day Visitor Travel Logistics
The proportion of first-
time visitors also
decreases with age…
<35 14%
35-44 7%
45-54 5%
55+ 3%
Origin Segment
2019 Annual Report
TREND: Visitation Status across Years
4% 5% 6% 4% 5% 5% 7% 7% 6% 8%
96% 95% 94% 96% 95% 95% 93% 93% 94% 92%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
REPEAT VS. FIRST-TIME VISITORS TREND 2010 TO 2019
Repeat Visitor
First-time Visitor
85
Q10. Was this your first trip to Maine?
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Travel Logistics
DAY VISITOR
ORIGIN
86
2019 Annual Report
In which state or province do you live?Sample includes only those within a 100-mile radius of Maine’s borders.
87
Q2. <>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
89%
35%
34%
16%
2%
3%
11%
6%
4%
<1%
U.S. (NET)
Maine
Massachusetts
New Hampshire
Rhode Island
Vermont
Canada (NET)
New Brunswick
Quebec
Nova Scotia
STATE/PROVINCE OF RESIDENCE(N=1755)
Day Visitor Origin
2019 Annual Report
TREND: Residence of Day Visitors across YearsSample includes only those within a 100-mile radius of Maine’s borders.
88Q2. In which state or province do you live?
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Maine 47% 37% 35% 36% 39% 35% 29% 31% 26% 32% 35% 35%
Massachusetts 23% 33% 37% 37% 34% 39% 43% 41% 43% 37% 35% 34%
New Hampshire 13% 15% 14% 15% 15% 14% 15% 15% 16% 18% 16% 16%
New Brunswick 11% 7% 7% 6% 7% 6% 6% 5% 5% 5% 5% 6%
Quebec 4% 3% 2% 2% 2% 1% 3% 5% 7% 5% 4% 4%
Vermont 1% 2% 1% 1% 2% 1% 1% 1% 2% 1% 2% 3%
Rhode Island 1% 2% 2% 2% 2% 2% 2% 1% 1% 2% 2% 2%
Nova Scotia -- -- 1% -- -- <1% -- <1% 1% -- -- <1%
DAY VISITOR ORIGIN ACROSS YEARS2008 - 2019
Day Visitor Origin
DAY VISITOR
EXPERIENCE IN MAINE
89
2019 Annual Report
What region in Maine was your primary destination?
90
[Q21]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
35%
14%
10%
10%
9%
9%
7%
4%
30%
14%
12%
11%
10%
10%
7%
4%
Maine Beaches
Downeast & Acadia
Greater Portland & Casco Bay
Maine Lakes & Mountains
Mid-Coast
The Maine Highlands
Kennebec Valley
Aroostook County
PRIMARY REGION OF VISIT
2018 (n=1756)
2019 (n=1755)
Americans(n=1565)
Canadians(n=191)
Maine Beaches <31%> 17%
Downeast/Acadia 13% <25%>
Greater Portland <13%> 4%
Lakes & Mtns <11%> 5%
Mid-Coast <11%> 3%
Highlands 8% <23%>
Kennebec Valley 7% 6%
Aroostook Co. 3% <16%>
PRIMARY REGION BY VISITOR ORIGIN
Day Visitor Experience in Maine
2019 Annual Report
Primary Destination by Visitor Origin
91
Q21. What region in Maine was your primary destination?<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
30%
14%
12%
11%
10%
10%
7%
4%
7%
<20%>
15%
13%
<14%>
<11%>
<11%>
<5%>
<47%>
8%
12%
10%
9%
7%
4%
2%
Maine Beaches
Downeast & Acadia
Greater Portland/Casco Bay
Maine Lakes & Mountains
Mid-Coast
The Maine Highlands
Kennebec Valley
Aroostook County
PRIMARY REGION BY U.S. RESIDENCE
2019 TOTAL (n=1755)
Maine (n=616)
Other New England (n=949)
Balanced Achievers(n=508)
[a]
Genuine Originals(n=642)
[b]
Social Sophisticates
(n=131)[c]
Maine Beaches 31% 30% 39% ab
Downeast & Acadia 14% 16% 4%
Portland & Casco Bay 9% 13% 21% a
Lakes & Mountains 12% 12% 9%
Mid-Coast 9% 10% 9%
Maine Highlands 12% bc 7% 5%
Kennebec Valley 6% 6% 8%
Aroostook County 6% 3% 3%
PRIMARY REGION BY SEGMENT TYPE
Day Visitor Experience in Maine
DAY VISITOR
INTERESTS & ACTIVITIES
92
2019 Annual Report
26%
23%
22%
6%
4%
4%
4%
1%
11%
Outdoor Recreation
Shopping
General visit to see friends orrelatives
Holiday visit
Family reunion
History or cultural tourismactivities
Wedding
Funeral
Other
PRIMARY PURPOSE OF DAY LEISURE TRIPS(N=1653)
What was the primary purpose of your most recent day leisure trip in Maine?
93[Q9]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Balanced Achievers(n=472)
a
GenuineOriginals(n=619)
b
Social Sophisticates
(n=121)c
Outdoor recreation
24% 31% a 26%
Shopping 25% b 19% 27%
Holiday visit 9% b 3% 8%
American Visitor
(n=1484)
Canadian Visitor
(n=169)
Outdoor recreation <27%> 10%
General visit to see friends/relatives
<24%> 8%
Holiday visit 5% <12%>
Shopping 20% <51%>
PURPOSE OF LEISURE TRIP BY SUBGROUPS
Day Visitor Interests & Activities
2019 Annual Report
29%
28%
18%
14%
11%
Meeting
Training or Professional Development
Sales or Service
Convention, Conference, or Trade Show
Other
PRIMARY PURPOSE OF BUSINESS DAY TRIPS
(n=275)
What was the primary purpose of your most recent business day trip in Maine?
94[Q8]
Day Visitor Interests & Activities
2019 Annual Report
Which of the following interest areas did you want to pursue during this trip to Maine? Please rank them in order of their importance…
95
[Q18, Q19]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
54%
54%
39%
35%
30%
29%
17%
6%
Food, beverage, or culinary
Shopping
Touring or sightseeing
Active outdoor activities (not water)
Water activities
Family fun or children’s activities
History or culture
Other
INTEREST AREAS(n=1755)
American Visitor
(n=1565)51%
CanadianVisitor
(n=191)<76%>
Maritime Provinces(n=119)<87%>
Quebec(n=72)
59%
MOST
IMPORTANT
INTEREST AREA
29%
34%
43%
41%
40%
49%
16%
SHOPPING INTEREST
BY ORIGIN
Day Visitor Interests & Activities
2019 Annual Report
Day Visitor Trip Drivers
96
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.
Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
18%
17%
16%
14%
14%
12%
3%
Shopping
Touring or sightseeing
Food, beverage, or culinary
Family fun or children's activities
Active outdoor activities (not water)
Water activities
History or culture
INTEREST AREAS
TRAVEL DRIVER INDEX*
Day Visitor Interests & Activities
*Travel Driver Index =
percentage selecting category
as interest area X percentage
listing same interest area as
most important
2019 Annual Report
Interest Areas by Subgroups
97
Interest Area:
2019TOTAL
(n=1755)
Residence Visitor Segment
United States(n=1565)
a
Canada(n=191)
B
Balanced Achievers(n=508)
e
Genuine Originals(n=642)
f
Social Sophisticates
(n=131)g
Food, beverage, or culinary 54% 55% 53% 56% 57% 64%
Shopping 54% 51% 76% a 59% f 51% 60%
Touring or sightseeing 39% 40% b 33% 43% 42% 38%
Active outdoor activities (not water) 35% 36% b 21% 40% 41% g 30%
Water Activities 30% 31% b 16% 31% 32% 29%
Family fun or children’s activities 29% 31% b 19% 35% f 23% 35% f
History or culture 17% 17% 19% 23% g 18% 13%
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
2019 Annual Report
55%
49%
35%
32%
26%
23%
54%
50%
34%
34%
24%
23%
Outlet shopping
General shopping at malls, downtown
Shopping for gifts or souvenirs
Shopping for unique, locally produced goods
Shopping for antiques, local arts and crafts
Shopping for products with the 'Made in Maine' identifier
SHOPPING ACTIVITIESBase: Those who report shopping as an interest area for their Maine trip
2018 (n=978)
2019 (n=949)
Especially among Canadian residents, 65%
vs. American residents, 47%
Especially among American residents, 35%
vs. Canadian residents, 24%
Especially among American residents, 25%
vs. Canadian residents, 15%
Day Visitor Trip Activities: Shopping
98
Q20. In which of the following activities did you participate during this trip? Please check all that apply.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
2019 Annual Report
74%
72%
61%
48%
33%
26%
23%
15%
75%
67%
59%
49%
32%
28%
18%
13%
Enjoying the ocean views orrocky coast
Sightseeing
Driving for pleasure
Enjoying the mountain views
Wildlife viewing or bird watching
Viewing fall colors
Taking tours of communities orlocal architecture
Nature cruises or tours
TOURING OR SIGHTSEEING ACTIVITIES
Base: Those who report touring/sightseeing as an interest area for their Maine trip
2018 (N=716)
2019 (N=690)
Day Visitor Trip Activities: Touring, Sightseeing
99Q20. In which of the following activities did you participate during this trip? Please check all that apply.
Day Visitor Interests & Activities
2019 Annual Report
58%
50%
45%
32%
30%
26%
16%
15%
54%
48%
45%
33%
30%
23%
17%
15%
Ate lobster or other local seafood
Consumed other locally produced Maine foods(i.e., blueberries, maple syrup, or apples)
Enjoyed unique Maine food or beverages(i.e., whoopie pies or Moxie)
Going to local brew pubs or craft breweries
Enjoying local food at fairs or festivals
Visited Farmer's Markets
Ate farm to table or organic cuisine
Enjoyed high-end cuisine or five-star dining
FOOD, BEVERAGE, OR CULINARY ACTIVITIES
Base: Those who report food/beverage/culinary activities as an interest area for their Maine trip
2018 (N=980)
2019 (N=956)
Day Visitor Trip Activities: Food, Beverage, Culinary
100
Q20. In which of the following activities did you participate during this trip? Please check all that apply.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Balanced Achievers(n=285)
a
Genuine Originals(n=364)
b
Social Sophisticates
(n=85)c
Fairs/festivals 37% b 28% 26%
Farmer’s Markets 26% c 27% c 15%
High-end cuisine 22% b 10% 17%
Local Maine foods 48% 59% ac 37%
Farm-to-table 22% c 19% c 10%
FOOD ACTIVITIES BY SEGMENT
Day Visitor Interests & Activities
2019 Annual Report
46%
38%
37%
27%
26%
18%
10%
11%
8%
43%
35%
28%
22%
20%
13%
8%
7%
7%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
Animal parks or zoos
Amusement or theme parks
Water parks
Children's museums
Agricultural fairs
Spectator sports
Summer camps
Horseback riding
FAMILY FUN/CHILDREN’S ACTIVITIESBase: Those who report family fun/children’s activities as an interest area for their Maine trip
2018 (n=512)
2019 (n=518)
Day Visitor Trip Activities: Family/ Children’s Fun
101Q20. In which of the following activities did you participate during this trip? Please check all that apply.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
2019 Annual Report
67%
47%
23%
13%
5%
8%
6%
3%
1%
66%
46%
22%
13%
8%
7%
6%
5%
2%
Hiking, climbing, or backpacking
Exploring State and National Parks
Bicycling or mountain biking
Riding all-terrain vehicles
Snowmobiling
Hunting (game or bird)
Alpine skiing or snowboarding
Snowshoeing
Nordic skiing
ACTIVE OUTDOOR ACTIVITIES (NON-WATER)Base: Those who report active non-water outdoor activities as an interest area for their Maine trip
2018 (N=587)
2019 (N=611)
Especially among
Balanced Achievers, 33%
Day Visitor Trip Activities: Active Outdoor (non-water)
102
Q20. In which of the following activities did you participate during this trip? Please check all that apply.
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
Especially among
Genuine Originals, 76%
Especially among
Balanced Achievers, 12%
2019 Annual Report
76%
60%
32%
30%
29%
12%
10%
8%
8%
5%
72%
58%
31%
25%
25%
15%
9%
6%
6%
4%
Going to the beach
Outdoor swimming (lake, ocean, river)
Pool swimming (indoor or outdoor)
Fishing (ocean, lake, stream, river, ice)
Canoeing or kayaking
Motor boating
Water skiing or jet skiing
Sailing
White water rafting
Surfing
WATER ACTIVITIES
Base: Those who report water activities as an interest area for their Maine trip
2018 (n=593)
2019 (n=521)
Day Visitor Trip Activities: Water
103Q20. In which of the following activities did you participate during this trip? Please check all that apply.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
2019 Annual Report
69%
46%
43%
19%
22%
13%
14%
13%
5%
63%
44%
38%
24%
21%
19%
18%
13%
10%
Visiting historic sites or museums
Getting to know the local people and/or culture
Visiting art museums or local artisan exhibits
Attending popular music concerts or events
Participating in nightlife or other evening entertainment
Attending plays, musicals, or theatrical events
Painting, drawing, or sketching
Attending sports events
Attending operas or classical music events
HISTORY OR CULTURE ACTIVITIES
Base: Those who report history or culture as an interest area for their Maine trip
2018 (N=316)
2019 (N=296)
Day Visitor Trip Activities: History, Culture
104
Q20. In which of the following activities did you participate during this trip? Please check all that apply.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Interests & Activities
Especially among Genuine Originals, 71%
DAY VISITOR
TRIP EVALUATIONS
105
2019 Annual Report
Indicate whether this most recent trip to Maine exceeded, matched, or fell below your expectations for each of the listed items…
106
[Q28]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
63%
55%
52%
52%
50%
50%
49%
49%
45%
45%
44%
44%
38%
Overall experience
Friendliness of people
Distinctive, genuine, and unique experiences
Quality of dining
Welcoming locals who make visitors feel comfortable
Overall quality of customer service
Authentic communities with their own individual personalities
Variety of activities available
Availability of family dining
Overall value for the money
Accessible, diverse, and abundant shopping choices
Great selection of family attractions and venues
Availability of fine dining
MAINE ABOVE EXPECTATIONS ON…(n=1,755)
NET = Far Exceeded or Somewhat Above Expectations
Day Visitor Evaluations
2019 Annual Report
How likely will you be to recommend Maine as a vacation destination to friends or relatives?
107
[Q33]
<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
7% 5%
18% 17%
75% 76%
2018 (n=1756) 2019 (n=1755)
LIKELIHOOD OF RECOMMENDING MAINE
Definitely will
Probably will
Less Likely
95%
Definitely Will Recommend Maine
AmericanVisitors
(n=1565)<79%>
CanadianVisitors(n=191)
55%
Day Visitor Evaluations
93%
2019 Annual Report
87% 84% 82% 78% 77%71% 70% 67%
11% 14% 13% 18% 19%21% 20% 29%
Maine Beaches Maine Lakes &Mountains
Downeast &Acadia
Greater Portland Mid-Coast Kennebec Valley Aroostook Co. Maine Highlands
LIKELIHOOD OF RECOMMENDING
% Definitely Will % Probably Will
[Q22]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
How likely will you be to recommend the [primary region visited] region to friends or relatives?
108
Day Visitor Evaluations
2019 Annual Report
How likely will you be to travel in Maine in the next two years?
109
[Q31]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
4% 4%
10% 10%
46% 45%
41% 41%
2018 (n=1756) 2019 (n=1755)
LIKELIHOOD TO TRAVEL TO MAINE IN NEXT TWO YEARS
I already have specific plans
Definitely will
Probably will
Less Likely
86%
Day Visitor Evaluations
87%
2019 Annual Report
Assuming you travel in Maine again in the next two years, how likely are you to stay overnight in Maine on one or more of these trips?
[Q32]
12%
20%
61%
2019 (n=1678)
Probably
Might/might not
81%
LIKELIHOOD OF STAYING OVERNIGHT IN MAINE IN NEXT TWO YEARSBase=Day Visitors Likely to Visit Maine in Next Two Years
More likely to claim intent to stay overnight:
✓ Business travelers✓ < 45 years of age✓ Quebec vs. Maritime province residents
110
Definitely
Day Visitor Evaluations
2019 Annual Report
What does Maine offer as a destination that other similar destinations do not?
111
[Q13]<>, and/or a/b/c/etc. indicate a significant difference between subgroups at the 95% confidence level.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Day Visitor Evaluations
2019 Annual Report
If Maine were a person, which of the following words would you choose to describe its personality?
112
[Q35]
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
68%
63%
54%
54%
54%
49%
49%
47%
41%
40%
34%
33%
33%
32%
31%
Natural
Friendly
Family-oriented
Fun
Adventurous
Authentic
Genuine
Real
Unique
Active
Original
Old-fashioned
Vibrant
Inspiring
Sincere
TOP WORDS SELECTED
DESCRIBING MAINE’S PERSONALITY
(n=1755)
Less Frequently Selected
Creative 26%
Open-minded 23%
Passionate 22%
Enthusiastic 19%
Imaginative 19%
Quirky 17%
Dynamic 16%
Offbeat 11%
Unexpected 9%
Reserved 9%
Unusual 6%
Unconventional 6%
Boring 2%
Uninspiring 1%
Stodgy 1%
Fake 1%
Unpleasant 1%
Day Visitor Evaluations
2019 Annual Report
Would you consider moving to Maine?
113[Q55]
Day Visitor Evaluations
19%9%
15%
15%
25%
20%
37%
<51%>
New England (n=949) Canada (n=191)
WILLING TO CONSIDER MOVING TO MAINE
BY VISITOR ORIGIN
No
Second home
Retire
Full timeYes, 59%
Yes, 44%
DEMOGRAPHIC PROFILE
114
2019 Annual Report
Visitor Demographics
115
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitors Day Visitors
2018(n=2901)
2019(n=2916)
2018(n=1756)
2019(n=1755)
Age:
< 35 46% 49% 37% 37%
35 – 44 23% 22% 18% 19%
45 – 54 14% 14% 16% 17%
55 + 17% 15% 28% 27%
Mean Age (Years) 39.0 38.0 43.0 43.0
Income:
< $50,000 27% 25% 38% 39%
$50,000 - $99,999 43% 43% 39% 39%
$100,000 + 30% 32% 22% 22%
Estimated Mean Income $86,350 $88,960 $74,130 $72,870
Female 66% 61% 78% 77%
College Degree or Higher 65% 66% 58% 59%
Married 47% 44% 49% 47%
Employed Full-time 62% 69% 49% 53%
2019 Annual Report
Visitor Segments
116
Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
Overnight Visitors Day Visitors
2018(n=2901)
2019(n=2916)
2018(n=1756)
2019(n=1755)
Priority Segments:
Balanced Achievers 41% 42% 32% 29%
Genuine Originals 30% 28% 34% 37%
Social Sophisticates 7% 8% 7% 7%
RESEARCH OBJECTIVES AND
METHODOLOGY
117
2019 Annual Report
Research Objectives
Research Objectives:
Survey Instruments
NationalOmnibus
Overnight Visitor
Day Visitor
Identify Maine’s share of the U.S. travel market
Estimate the number of visitors who come to Maine
Provide a profile of Maine visitors
Estimate the amount of spending generated by tourism in Maine
Determine the Maine traveler’s level of satisfaction and view of Maine
Three distinct online surveys are used to achieve the five primary goals of Maine’s visitor tracking research.
National Omnibus
➢ Nationally-representative sample of the U.S. population
➢ Surveyed bi-weekly
Overnight Visitor
➢ Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada
➢ Have taken an overnight trip to Maine in the last four weeks
➢ Surveyed monthly
Day Visitor
➢ Sampled from Maine and a 100-mile radius of Maine’s borders
➢ Have taken a day trip in Maine greater than 50 miles from home in the last four weeks
➢ Surveyed monthly
DESCRIPTION OF SURVEY INSTRUMENTS
118
2019 Annual Report
Methodology
Research ComponentCompleted
Surveys
National Omnibus Survey 20,570
Overnight Visitor Survey 2,916
Day Visitor Survey 1,755
➢ This report presents results from 2019, describing travel that occurred between December 2018 and November 2019.
➢ Data collection occurred monthly between January 2 and December 15, 2019. The number of completed surveys collected for each research component are as follows:
➢ Statistical significance of differences between subgroups was calculated at the 95% confidence level and is noted throughout by <> or a/b/c/etc.
➢ A statistically significant increase from the previous year is indicated throughout by green text, and a significant decrease from the previous year is indicated by red text.
119
172 Commercial Street
Portland, ME 04101
207.985.7660
www.digitalresearch.com
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