travel and tourism in maine the 2003 visitor study maine lakes and mountains prepared for the: maine...
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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
Maine Lakes & Mountains Maine Norm
Base: Overnight Marketable Trips
<1%
<1%
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Making the Trip
The visitors come from New England predominantly and especially Massachusetts.
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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.
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Season of Trip
0 20 40 60
Percent
January - March
April - June
July - September
October - December
30
10
42
18
13
21
48
18
Maine Lakes & Mountains Maine Norm
Base: Total Overnight Trips
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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
Base: Total Overnight Trips
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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.
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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
Maine Lakes & Mountains Maine Norm
Base: Total Overnight Trips
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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
42
14
2519
44
1620 20
Maine Lakes & Mountains Maine Norm
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Booking Cycle
Base: Total Overnight Trips
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
Maine Lakes & Mountains Maine Norm
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
Maine Lakes & Mountains Maine Norm
Base: Total Overnight Trips
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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.
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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
Maine Lakes & Mountains Maine Norm
Base: Total Overnight Trips
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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.
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Regional Destinations Visited
0 20 40 60
Percent
Sebago Lake
Lewiston
Rangeley-Saddleback
Bethel-Sunday River
Fryeburg
24
16
15
9
9
Base: Total Overnight Trips
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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.
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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
Base: Total Overnight Trips
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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.
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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
Base: Total Overnight Trips
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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.