Travel and Tourism In Maine The 2003 Visitor Study Maine Lakes and Mountains Prepared for the: Maine...

Travel and Tourism In Maine The 2003 Visitor Study

Maine Lakes and Mountains

Prepared for the: Maine Office of Tourism

June 2004

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Size & Structure of the Lakes & Mountains Travel Market

The Maine Lakes & Mountain region is visited on approximately one-in-five of all Maine Day and Overnight trips.

It receives 6.0 million Day trips, 1.4 million Overnight trips on which 1+ nights are spent in the region itself, and another 0.5 million Overnight trips to the state on which the traveler spends some time or passes through the Lakes & Mountains.

This means that a majority three-quarters of those who spend time in the region are also prompted to overnight in the region.

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Trips to Maine Lakes & Mountains

Total: 8.0 Million

Pass-Through0.5 Million

(6.2%)

Day Trips6.0 Million(75.8%)

Stayed Overnight1.4 Million(18.0%)

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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.

This segment is, however, underdeveloped for the Lakes & Mountain region. It accounts for only three-in-ten overnight trips, leaving the region largely dependent on Visits to Friends & Relatives

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Purpose of Overnight Trips to Maine Lakes & Mountains

1+ Nights in Region: 1.4 Million

Visit Friends/Relatives 0.9 Million

(65%)

Marketable Pleasure0.4 Million

(28%)

Business0.1 Million

(7%)

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Types of Marketable Trips

The types of Marketable trips taken to Maine Lakes & Mountain region are very focused. Day trips are most often Outdoors and Beach trips and more than half of all the Marketable Overnight trips are Outdoors trips. Ski trips follow in a distant second rank.

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

All other trip types are correspondingly underdeveloped and, most notably, the Touring type that is so important to the state overall.

A Touring trip is a trip by car, bus, or train through areas of scenic beauty, cultural or general interest.

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Marketable Day Trip Mix

0 20 40 60

Percent

Outdoors

Beach Resort

Shopping

Touring

Special Event

Other

30

16

15

14

11

14

21

11

30

17

8

13

Maine Lakes & Mountains Maine Norm

Base: Marketable Day Trips

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Overnight Marketable Trip Mix

0 20 40 60

Percent

OutdoorsSki

Touring Business-Pleasure

Special EventCountry Resort

BeachCity

CruiseOther

55

16

8

6

5

5

2

1

24

2

36

4

10

3

12

4

4

2


Base: Overnight Marketable Trips

<1%

<1%

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Making the Trip

The visitors come from New England predominantly and especially Massachusetts.

10

Sources of Business

0 20 40 60

Percent

Massachusetts

Maine

Other New England

Other U.S.

39

17

20

25

23

21

24

32

Main Lakes & Mountains Maine Norm

Base: Total Overnight Trips

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Making the Trip

They come mostly in the winter and summer seasons which fits with the region’s strong Outdoors and Ski trip segments.

12

Season of Trip

0 20 40 60

Percent

January - March

April - June

July - September

October - December

30

10

42

18

13

21

48

18



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Making the Trip cont’d

They stay an average of 4.5 nights in Maine and 3.6 nights of these nights are spent in the region itself.

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Number of Nights in Maine

Total in Maine: 4.5 Nights

Maine Lakes & Mountains3.6 Nights

Other Regions0.9 Nights


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The Lakes & Mountain Visitor

The travel party profile of visitors to Maine Lakes & Mountain looks much like the typical state visitor. They also plan and book their trips similarly and use similar information sources. The internet is the leading source other than personal experience and friendly advice.

16

Travel Party Composition

0 20 40 60 80

Percent

Spouse/Partner

Child(ren)

Friends

Traveled Alone

Other Relatives

Business Associates

Parents

61

22

17

13

7

5

3

54

21

22

15

13

5

6



17

Planning Cycle


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

20

40

60

80

Per

cent

42

14

2519

44

1620 20


18

Booking Cycle


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

20

40

60

80

Per

cent

51

7

2318

44

18 20 17


Note: On 46% of Total Overnight Trips there was no advance booking.

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Information Sources Used

0 20 40 60

Percent

Personal experienceOnline/Internet

Friends/Relatives' adviceHotel/Resort

BooksAuto club

Airline/commercial carrierVisitors Bureau

Association/clubToll-Free Number

45

24

20

9

7

7

7

5

4

4

51

26

20

11

11

9

4

6

3

6



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The Lakes & Mountains Experience

Not surprisingly, the large majority of visitors to the region come to savor its unique ‘lakes and rivers’ and wilderness experience. They nonetheless also partake of the state’s diverse offering of tourism experiences and especially exploring small towns and villages and shopping.

21

Things Experienced on Trip

0 20 40 60 80

Percent

Lakes and RiversSmall Towns/Villages

ShoppingWilderness Areas Beaches/Oceans

Scenic BywayAte a Lobster

Explore Natural Environment Museum/Science ExhibitWent to an ocean beach

70

54

49

43

25

25

22

22

17

15

41

60

53

34

46

28

32

21

11

29



22

The Lakes & Mountains Experience cont’d

Among the specific destinations within the region, Sebago receives the greater number of visitors … but even then, only a quarter of them.

23

Regional Destinations Visited

0 20 40 60

Percent

Sebago Lake

Lewiston

Rangeley-Saddleback

Bethel-Sunday River

Fryeburg

24

16

15

9

9


24

Product Delivery

Maine impresses the Lakes & Mountain visitors very much and they rate their experience well beyond the U.S. Norm. It provides a superior and unique experience for adults and children, in a worry-free atmosphere, with a bounty of Sports & Recreation opportunities.

25

Product Delivery

0 20 40 60 80 100

Percent Who Strongly Agree

ExcitingAdult Atmosphere

Family AtmosphereUniquePopular

Worry FreeSightseeing

LuxuriousAffordable

Sports & RecreationClimate

Entertainment

52

88

69

49

56

82

51

26

65

67

56

20

46

62

48

39

55

51

45

44

45

36

50

36

Maine Lakes & Mountains Visitors U.S. Norm


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Product Delivery cont’d

Indeed, as many as six-in-ten of the Lakes & Mountain visitors strongly agree that the state has excellent opportunities for Sports & Recreation. The list includes both cold and warm weather activities and those engaged in on land and water.

27

Top Strengths

0 20 40 60 80 100

Percent Who Strongly Agree

Great for mountain/off road bicyclingGreat river rafting

Good for hiking/backpackingExcellent mountain climbing

Excellent huntingExcellent snow skiing/snowboarding

Great canoeing/kayakingBeautiful scenery

Good for viewing wildlife/birdsNot too crowded

64

57

55

51

50

49

43

39

38

38


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The Bottom Line

The Maine Lakes & Mountains region remains an important Maine destination in terms of the number of trips it receives and the unique ‘lakes and mountains’ outdoors experience that it provides.

The most important marketing challenge is to leverage its position by increasing the number of Maine visitors who spend at least some time in the region and especially on touring trips.

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Research Background

This report was prepared for the Maine Office of Tourism by Longwoods International.

Visitor volume and travel profile data come from: Travel USA®, Longwoods' syndicated survey of the U.S.

travel market that contacts a representative sample of 200,000 U.S. households annually,

the follow-up survey of Maine overnight visitors identified through Travel USA® and,

the Maine Day Visitor Study.

Travel and Tourism In Maine The 2003 Visitor Study Maine Lakes and Mountains Prepared for the: Maine...

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