MOT 2019 Annual Report€¦ · significant increases in the use of Airbnb, VRBO, Uber and Lyft. Use of Twitter, airline websites and Vimeo also increased. Mobile, social, sharing:

Prepared by:

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


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


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


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


% 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

http://www.bls.gov/

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?


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.


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]


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.


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


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.


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


Retail Goods $207 $201 $197 $212


Transportation $157 $159 $146 $195


Recreation $129 $131 $131 $130


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.


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.



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


Food $126 $119 $115 $140


Recreation $73 $74 $74 $75


Transportation $75 $70 $68 $86


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.


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


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]



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?



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?


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%


2019 Annual Report

Which of the following websites did you visit when planning this trip in Maine?

29

[Q22]


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%


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]


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


2019 Annual Report

What other states or provinces, if any, did you consider for this specific trip?

31[Q16]


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]



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]


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


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?



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 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]



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?


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


Percent Traveling with Children Average Number of People in Travel Party


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]



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)


2019 Annual Report

In which of the following types of accommodations did you spend the most nights on this trip to Maine?

39

[Q27]



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?



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


2019 Annual Report

On this trip to Maine, how many nights were you away from home?

41

[Q10]



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


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?



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


2019 Annual Report

Was this your first visit in Maine?

43

[Q11]



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


Trip Type

2019 Annual Report

TREND: Visitation Status across Years

44

Q11. Was this your first visit in Maine?


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

ORIGIN

45

2019 Annual Report

46

State/Province of Residence


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


2019 Annual Report

Overnight Visitor Origin across First Time vs. Repeat Visitation

48

State/Province of Residence



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

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]


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?


Overall Visitation


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


Mid-Coast


Kennebec Valley

Aroostook County

PRIMARY REGION BY COUNTRY OF ORIGIN

Americans (n=2428)

Canadians (n=488)

Primary Region: Canadian vs. American Travelers

52





2019 Annual Report

Primary Region: Business vs. Leisure Travelers

53




<29%>

<19%>

14%

13%

10%

8%

4%

3%

10%

14%

<27%>

<17%>

<13%>

7%

<9%>

4%

Maine Beaches

Downeast & Acadia

The Maine Highlands


Mid-Coast


Kennebec Valley

Aroostook County

PRIMARY REGION BY TRIP TYPE

Leisure (n=2085)

Business (n=831)


2019 Annual Report

Primary Region: Repeat vs. First-Time Visitors

54




18%

17%

<23%>

<17%>

10%

5%

5%

3%

<25%>

17%

15%

13%

11%

<9%>

5%

4%

Maine Beaches

Downeast & Acadia

The Maine Highlands


Mid-Coast


Kennebec Valley

Aroostook County

PRIMARY REGION BY FIRST-TIME VS. REPEAT VISITORS

First-time Visitor (n=839)

Repeat Visitor (n=2077)


2019 Annual Report

Primary Region: Paid vs. Unpaid Accommodations

55




24%

17%

17%

14%

11%

8%

5%

4%

21%

18%

17%

16%

11%

7%

6%

3%

Maine Beaches

Downeast & Acadia

The Maine Highlands


Mid-Coast


Kennebec Valley

Aroostook County

PRIMARY REGION BY ACCOMMODATIONS

Paid Accommodations (n=2207)

Unpaid Accommodations (n=708)


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


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]



(n=831)


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]



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%


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.


21%

20%

15%

14%

11%

9%

8%

3%





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


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.


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




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


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%


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.



TOURING/SIGHTSEEING BY SEGMENT


a


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 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


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%


69% bc 39% 47% b 56% bc


18% 27% 31% a 17%


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


a


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%


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



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



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


WATER ACTIVITIES BY SEGMENT


a


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

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]


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]



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%


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


2019 Annual Report

How likely will you be to travel in Maine in the next two years?

75

[Q44]


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


2019 Annual Report

What does Maine offer as a destination that other similar destinations do not?

76



2019 Annual Report

If Maine were a person, which of the following words would you choose to describe its personality?

77

[Q47]


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%


2019 Annual Report

Would you consider moving to Maine?

78


[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]


% 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]



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?


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


Percent Traveling with Children Average Number of People in Travel Party


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]



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%


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.


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)


SocialSophisticates

(n=131)

REPEAT VS. FIRST TIME VISITORS

Repeat Visitor First-time Visitor


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?



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.


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


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)


[a]


[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.


a


b


(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]


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]



54%

54%

39%

35%

30%

29%

17%

6%


Shopping



Water 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


2019 Annual Report

Day Visitor Trip Drivers

96


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.


18%

17%

16%

14%

14%

12%

3%

Shopping



Family fun or children's activities


Water activities

History or culture

INTEREST AREAS

TRAVEL DRIVER INDEX*


*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


e


f


(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.


2019 Annual Report

55%

49%

35%

32%

26%

23%

54%

50%

34%

34%

24%

23%

Outlet shopping


Shopping for gifts or souvenirs

Shopping for unique, locally produced goods


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





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.


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





a


b


(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


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




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





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




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




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]


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]



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%


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


How likely will you be to recommend the [primary region visited] region to friends or relatives?

108


2019 Annual Report

How likely will you be to travel in Maine in the next two years?

109

[Q31]


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%


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


2019 Annual Report

What does Maine offer as a destination that other similar destinations do not?

111



2019 Annual Report

If Maine were a person, which of the following words would you choose to describe its personality?

112

[Q35]


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%


2019 Annual Report

Would you consider moving to Maine?

113[Q55]


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


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


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

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Portland, ME 04101

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Documents

MOT 2019 Annual Report€¦ · significant increases in the use of Airbnb, VRBO, Uber and Lyft. Use of Twitter, airline websites and Vimeo also increased. Mobile, social, sharing: