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Travel and Tourism in MaineThe 2003 Visitor Study
Downeast & Acadia
Prepared for the:
Maine Office of Tourism
June 2004
2
Size & Structure of the Downeast & Acadia Travel Market
Downeast & Acadia is visited on about one-in-ten of all Day trips and and one-in-five of all Overnight trips to Maine.
It receives 3.0 million Day trips, 1.2 million Overnight trips on which 1+ nights are spent in the region itself, and another 0.6 million Overnight trips to the state on which the traveler spends some time or passes through Downeast & Acadia.
This means that two-thirds of those who spent time in the region are also prompted to overnight in the region. The balance one-third are not.
3
Trips to Downeast & Acadia
Total: 4.8 Million Trips
Pass-Through0.6 Million(12.5%)
Day Trips3.0 Million(62.5%)
Stayed Overnight1.2 Million(25.0%)
4
Key Market Segments
Overnight trips, though smaller in number than Day Trips, typically generate more traveler revenue for the state because they are longer and often involve spending for commercial accommodation.
Vacation or Marketable trips are worthy of particular attention for similar reasons and because the choice of destination on them is discretionary and open, therefore, to the influence of destination marketing activities.
Indeed, they account for three-quarters of all the overnight trips to Downeast & Acadia.
5
Purpose of Overnight Trips to Downeast & Acadia
1+ Nights in Region: 1.2 Million Trips
Visit Friends/Relatives 0.3 Million
(24%)
Marketable Pleasure0.9 Million
(75%)
Business0.008 Million
(1%)
6
Types of Marketable Trips
Outdoors and Touring are the leading types of Marketable Day trips to Downeast & Acadia.
Outdoors trips are taken to experience the natural environment and engage in outdoor activities such as camping, hunting, fishing, hiking, or rafting
Touring trips are taken by car, bus, or train through areas of scenic beauty, cultural or general interest.
Touring, Outdoors, and Cruise trips are most common types of Overnight Marketable trips. A Cruise trip is taken on a cruise ship with on-board activities and planned stops at points of interest along the way.
7
Marketable Day Trip Mix
0 20 40 60
Percent
Outdoors
Touring
Shopping
Beach
Special Event
City
Theme Park
Other
33
21
15
12
8
5
5
21
17
30
11
8
7
2
Downeast & Acadia Maine Norm
Base: Marketable Day Trips
<1%
8
Overnight Marketable Trip Mix
0 20 40 60
Percent
Touring
Outdoors
Cruise
Special Event
Country Resort
Beach
Other
50
25
14
5
5
1
36
24
4
10
3
12
12
Downeast & Acadia Maine Norm
Base: Overnight Marketable Trips
<1%
9
Making the Trip
Downeast & Acadia hosts many longer haul visitors. A majority two-thirds come from beyond New England. Almost one-in-five out-of-state visitors arrive by boat.
10
Sources of Business
0 20 40 60 80 100
Percent
Massachusetts
Maine
Other New England
Other U.S.
15
6
13
66
23
21
24
32
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
11
Transportation Used to Enter Maine
Base: Total Overnight Trips from Out-of-State
0 20 40 60 80
Percent
Own Car
Rental Car
Truck/Van/RV
Ferry/Cruise ship/Boat
Plane
Bus
57
7
6
18
9
3
72
8
7
4
8
2
Downeast & Acadia Maine Norm
12
Making the Trip cont’d
The Summer season may be the most important but the shoulder Spring and Fall are also strong contributors.
13
Season of Trip
0 20 40 60
Percent
January - March
April - June
July - September
October - December
5
29
41
24
13
21
48
18
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
14
Making the Trip cont’d
These regional visitors stay 4.8 nights in the state overall and 3.6 of these are spent in Downeast & Acadia itself.
15
Number of Nights in Maine
Total in Maine: 4.8 Nights
Downeast Acadia3.6 Nights
Other Regions1.2 Nights
Base: Total Overnight Trips
16
Making the Trip cont’d
The nights are spent commercial and non-commercial properties. Rented houses & cottages capture the largest share with hotels, motels, and cruise ships following in rank order.
17
Accommodation Used*
0 20 40 60
Percent
Rented house/cottageHouse of friends/relatives
HotelMotel
Cruise ShipRented Campground
Country Inn/Lodge Bed & Breakfast
Own house
20
20
17
13
10
12
3
2
13
31
13
11
1
6
2
2
9
Downeast & Acadia Maine Norm
<1%
Base: Total Overnight Trips
* Percent of trip nights spent in each type of accommodation
18
The Downeast & Acadia Visitor
Downeast & Acadia Mid-Coast visitors are markedly older and have much higher incomes than is typical for the state.
19
Age
0 20 40 60
Percent
18-34 years
35-54 years
55+ years
24
35
42
29
39
32
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
20
Income
0 20 40 60
Percent
Over $75K
$50K-$74.9K
$25K-$49.9K
Under $25K
37
31
29
3
31
23
31
15
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
21
The Downeast & Acadia Visitor
They, perhaps not surprisingly, plan and book their trips well farther ahead and use a wide range of information planning sources. The internet and books are the most widely used.
22
Planning Cycle
Base: Total Overnight Trips
1 month or less 2 months 3-5 months 6 months or more0
20
40
60
80
Per
cent
21 21 20
3944
1620 20
Downeast & Acadia Maine Norm
23
Booking Cycle
Base: Total Overnight Trips Booked in Advance
1 month or less 2 months 3-5 months 6 months or more0
20
40
60
80
Per
cent
18
34
23 25
44
18 20 17
Downeast & Acadia Maine Norm
Note: On 19% of Total Overnight Trips there was no advance booking.
24
Information Sources Used
0 20 40 60
Percent
Personal experienceOnline/Internet
BooksFriends/Relatives' advice
Auto clubMagazines
Toll-Free NumberVisitors Bureau
Travel agent
43
34
31
26
18
17
12
12
9
51
26
11
20
9
6
6
6
3
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
25
The Downeast & Acadia Experience
Reflecting the importance of Marketable or vacation trips in the mix of trips to Downeast & Acadia, participation and the range of experiences enjoyed is robust.
26
Things Experienced on Trip
0 20 40 60 80 100
Percent
Small Towns/VillagesBeaches/Oceans
Ate a LobsterWilderness Areas
ShoppingScenic Byway
Lakes and RiversNational/State Park
Explore Natural Environment Unique Local Foods
89
76
68
63
61
59
58
52
52
51
60
46
32
34
53
28
41
12
21
26
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
27
Things Experienced on Trip cont’d
0 20 40 60 80 100
Percent
Historic AreasLandmarks/Historic SitesWent to an ocean beach
Lobster bake/dinnerRural Farming
Wildlife I don't usually seeLL Bean
Viewing wildlifeShort guided tour
46
44
43
38
33
29
23
22
21
17
29
19
24
16
22
15
6
8
Downeast & Acadia Maine Norm
Base: Total Overnight Trips
28
Product Delivery
Compared to the U.S. Norms, the Downeast & Acadia visitors are well pleased with their Maine experience. The experience is exciting, unique, and provides something for everyone across the gamut of sightseeing and sports & recreation.
29
Product Delivery
0 20 40 60 80 100
Percent Who Strongly Agree
ExcitingAdult Atmosphere
Family AtmosphereUnique
PopularWorry FreeSightseeing
LuxuriousAffordable
Sports & RecreationClimate
Entertainment
60
86
65
65
52
74
60
40
46
60
48
13
46
62
48
39
55
51
45
44
45
36
50
38
Downeast & Acadia Visitors U.S. Norm
Base: Total Overnight Trips
30
The Bottom Line
Downeast & Acadia delivers a top-notch experience to visitors drawn from near and far. The opportunity is to spread the word and get the region on the itinerary of even more Maine visitors, and increase the length of stay in the region.
31
Research Background
This report was prepared for the Maine Office of Tourism by Longwoods International.
Visitor volume and travel profile data come from: Travel USA®, Longwoods' syndicated survey of the U.S.
travel market that contacts a representative sample of 200,000 U.S. households annually,
the follow-up survey of Maine overnight visitors identified through Travel USA® and,
the Maine Day Visitor Study.