The Profile of First-time & Repeat Trips to Maine Maine Overnight Visitor Studies - Special...

The Profile of First-time & Repeat Trips to Maine

Maine Overnight Visitor Studies - Special Analytics

Prepared for the:Maine Office of Tourism

November 1, 2004

2

2001-2003 Travel Years

Profile of First-time Trips

Background

This report profiles the similarities and differences between first-time trip takers and repeat overnight trip takers to Maine.

First-time trips account for approximately one-in-five of Maine’s overnight Marketable trips.

3


First-time Trips as a Proportion of Maine’s Overall Marketable Trips

1999 2000 2001 2002 20030

20

40

60

80

100

Pe

rce

nt

1418 18 20 18

Base: Overnight Marketable Trips

4


Profile of First-time Trips

Analytical Method

Source: Maine Overnight Visitor Studies 2001-2003 Data was collapsed across the three travel years to yield a

meaningful base size of First-time Marketable Trips to Maine for these analytics.

Findings

6


Trip-Type Mix

91% of repeat trips are pleasure trips. 45% are VFR and 46% are Marketable trips

85% of first-time trips are pleasure trips 30% are VFR and 55% are Marketable trips.

Touring trips, on their own, account for 52% of these first-time Marketable trips.

Special Event trips rank second with 14%.

The comparative importance of Cruise trips is also noteworthy. They account for 9% of first-time trips versus 3% of repeat trips.

7


Trip-Type Mix

Base: Overnight Trips

0 20 40 60 80 100

Percent

VFR

Marketable

Business

30

55

14

45

46

9

First-time Trips Repeat Trips

8


Marketable Trip Mix


0 20 40 60

Percent

TouringSpecial Event

CruiseOutdoors

Business-PleasureCasino

CityBeach

Country ResortSki

Theme Park

52

14

9

9

6

4

3

2

1

1

28

10

3

25

4

5

16

6

4

Note: Maine is but one stop on the Cruise trips.

<1%

<1%

Focus onMarketable Trips

10


Sources of Business

Repeat trips are predominantly accounted for by five states:

Massachusetts (31%)

Maine itself (19%)

New Hampshire (9%), New York (8%), and Connecticut (6%).

The source of first-time trips is far less focused. New York contributes the largest single-share at 12% but

twelve other states contribute between 3% and 7% each.

Larger urban centers contribute proportionately more to first-time trips than repeat trips. (55% vs. 37%).

11


State Sources of Business

0 10 20 30 40 50

Percent

New York

New Jersey

Pennsylvania

Texas

California

Michigan

Florida

Ohio

12

7

7

6

5

5

5

4

8

2

3

1

1

1

2

1



List continues on next slide …

12


State Sources of Business cont’d

0 10 20 30 40 50

Percent

Connecticut

Massachusetts

Illinois

Maryland

Minnesota

New Hampshire

Vermont

Maine

4

4

4

4

3

1

1

6

31

3

9

3

19

First-timeTrips Repeat Trips


<1%

<1%

<1%

13


Urban Sources of First-time Trips*

0 10 20 30 40 50

Percent

New YorkPhiladelphia

ChicagoBaltimore

Los AngelesMinneapolis/St Paul

BostonHarrisburg/Lancaster/Lebanon/York

LansingSan Antonio

Hartford/New HavenProvidence/New Bedford

Portland ORAtlanta

Albany/Schenectady/TroyTampa/St. Petersburg/Sarasota

Oklahoma CityWasau/Rhinelander

ClevelandAll Others

144

44333222222222222

43


* DMA of residence

14


Urban Sources of Repeat Trips*

0 10 20 30 40 50

Percent

BostonPortland/Auburn

BangorNew York

Hartford/New HavenSpringfield/Holyoke

Providence/New BedfordPhiladelphia

Burlington/PlattsburgAlbany/Schenectady/Troy

BaltimoreWashington DC

Presque IsleSyracuseAll Others

32

10

9

6

6

5

4

4

4

2

2

1

1

1

14


* DMA of residence

15


Community Size


0 20 40 60 80

Percent

2.5M+

1M-2.49M

250K-999K

Under 250K

32

23

21

24

24

13

21

42


16


Demographic Profile

The profile of travelers on first-time trips leans a little more: female than those on repeat visits (58% vs. 42%),

younger (36% vs. 25% are under 34 years of age), and hence includes more singles and one-person households.

They also lean to a higher socio-economic group in terms of job type, income, education.

17


Gender


0 20 40 60 80

Percent

Male

Female

42

58

53

47


18


Age


0 10 20 30 40

Percent

18-24 years

25-34 years

35-44 years

45-54 years

55-64 years

65+ years

12

24

16

19

12

18

10

15

21

20

13

21


19


Marital Status


0 20 40 60 80

Percent

Married

Single

Divorced/Widowed

59

29

12

61

22

17


20


Household Size


0 20 40 60

Percent

1 member

2 members

3 members

4 members

5+ members

29

34

20

9

8

22

40

16

15

8


21


Children in Household


0 20 40 60 80 100

Percent

No Children Under 18

Any Child Between 13-17

Any Child Between 6-12

Any Child Under 6

74

10

7

12

71

11

16

14


22


Employment


0 20 40 60 80

Percent

Full time

Part time

Not Employed for Pay

55

23

17

61

12

20


23


Occupation

Base: Overnight Marketable Trips by Those Employed

0 20 40 60 80

Percent

Manager/Professional

Other White Collar

Blue Collar

Other/Armed Forces

67

13

12

8

57

15

21

8


24


Income


0 20 40 60

Percent

$75K+

$50K-$74.9K

$25K-$49.9K

Under $25K

37

23

26

14

32

27

26

15


25


Education


0 20 40 60

Percent

Post-Graduate

College Graduate

Some College

High School or Less

28

27

25

20

17

31

24

28


26


Trip Planning and Booking

First-time trips tend to be planned and booked farther ahead than repeat trips.

The first-time travelers are also more likely to: use outside information sources including the internet

47% use the internet compared with 27% of repeat trips;

book through a travel agent (19%) or over the internet (50%) when they do book ahead;

avail themselves of pre-paid packages (21%) and escorted group tours (11%).

27


Planning Cycle


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

20

40

60

80

Per

cent

22 18

28 3238

16 1927


28


Information Sources Usedfor Planning


0 20 40 60

Percent

Online/InternetBooks

Auto clubFriends/Relatives' advice

Visitors BureauHotel/Resort

MagazinesToll-Free Number

Travel agent

47

37

28

25

19

16

16

14

12

27

17

11

21

11

12

9

6

4



29


Information Sources Usedfor Planning cont’d


0 20 40 60

Percent

Airline/commercial carrierGovernment tourism office

Personal experienceAssociation/club

Group tour companyNewspapers

TVRadio

9

8

7

6

4

3

3

3

2

4

56

3

3

4

1


<1%

30


Use of Information Servicesfor Planning


Office of Tourism visitmaine.com or maineattraction.com

0

20

40

60

80

Pe

rce

nt

6761

50

74


31


Percent Who Booked In Advance


First-time Trips Repeat Trips0

20

40

60

80

100

Per

cent

7973

32


Booking Cycle

Base: Overnight Marketable Trips Booked in Advance

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

20

40

60

80

Per

cent

32

19

30

19

40

1724

19


33


Methods of Booking

Base: Overnight Marketable Trips Booked in Advance

Travel Agent Internet0

20

40

60

80

Per

cent

19

50

8

26


34


Use of Vacation Packages & Group Travel


0 5 10 15 20 25

Percent

Pre-Paid package

Escorted group tour

21

11

14

6


35


Marketable Trip Characteristics

Compared with repeat trips, first-time travelers: have comparably sized travel parties but are less likely to

include children;

arrive from much farther away (80% vs. 22% come from 500+ miles away);

are on much longer trips (9.6 vs. 5.6 nights);

are more likely to travel in October-December (22% vs. 13%).

36


Marketable Trip Characteristics cont’d

First-time travelers are also more likely to arrive by commercial transportation.

44% vs. 70% of repeat travelers arrive in their own car.

Many come instead by rental car (14%), plane (9%), and ferry or other boat (16%).

They likewise rely more on all types of commercial accommodation rather than private or rented houses, cottages, or cabins.

37


Size of Travel Party


0 1 2 3 4

Average # of Persons

First-time Trips

Repeat Trips

2.8

2.8

0.5

0.6

Adults Children

Total: 3.3

Total: 3.4

38


Composition of Travel Party


0 20 40 60 80

Percent

Spouse/Partner

Child(ren)

Friend(s)

Other relative(s)

Parent(s)

Just myself

Business associate(s)

62

20

29

16

11

6

1

65

31

27

13

8

5

2


39


Distance Traveled


0 10 20 30 40 50

Percent

Under 100 miles

100-299 miles

300-499 miles

500-1,000 miles

Over 1,000 miles

2

5

13

37

43

16

44

18

13

9


40


Total Nights Away


0 20 40 60

Percent

1 Night

2 Nights

3-4 Nights

5-6 Nights

7-13 Nights

14+ Nights

4

10

15

16

45

12

10

24

25

10

25

7


First-time Repeat Average # of Nights 9.6 5.6

41


Length of Stay


0 2 4 6 8 10 12

Average # of Nights

First-time Trips

Repeat Trips

5.4

4.2

4.2

1.4

Maine Other Places

Total: 9.6

Total: 5.6

42


Season of Trip


0 20 40 60 80

Percent

January-March

April-June

July-September

October-December

5

21

52

22

12

23

52

13


43


Transportation Used to Enter Maine


0 20 40 60 80

Percent

Own CarTruck/Van/RV

Rental Car

PlaneBus

Ferry/Boat

44

14

14

9

5

16

76

9

4

5

4

3


Personal

Commercial

44


Transportation Used in Maine


0 20 40 60 80

Percent

Own CarTruck/Van/RV

Rental CarBicycle/Motorcycle

Motor/sailboat

Ferry/BoatBus

Shuttle vanTaxi

Other

48

13

20

3

1

13

13

6

2

1

78

10

7

3

3

6

5

2

1

1


Personal

Commercial

45


Accommodations Used*

* Percent of trip nights spent in each type of accommodation


0 10 20 30 40

Percent

MotelHotel

CampgroundsTime-sharing unit

Bed & BreakfastShort-term condo rental

Friends/Relatives' HouseRented house/cottage/cabin

Wilderness/Hunting CampCountry Inn/Lodge

Cruise ship/WindjammerOwn house/cottage/cabin

All others

24

15

14

6

5

5

5

4

4

3

2

15

17

13

14

1

3

2

11

18

3

4

1

10

4


<1%

46


Regions & Places Visited

First-time visitors visit more regions than repeat visitors.

Of particular note, however, is Downeast & Acadia, 51% of first-timers spend at least some time in it and it is the

main destination for 39% of them.

Only 23% of repeat visitors travel there and their first choice is the Southern Coast.

Specific places that they are far more likely to visit are: Portland, Bar Harbor/Acadia National Park, Kennebunkport,

and The Forks.

47


Regions Spent Time In


0 20 40 60 80

Percent

Downeast & Acadia

Greater Portland & Casco Bay

Southern Maine Coast

Lakes & Mountains

Mid Coast

The Highlands

Aroostook

51

46

42

18

29

16

8

23

33

41

19

22

11

4


48


Main Destination in Maine


0 20 40 60 80

Percent

Downeast & Acadia

Greater Portland & Casco Bay

Southern Maine Coast

Lakes & Mountains

Mid Coast

The Highlands

Aroostook

39

18

16

8

7

6

5

18

13

29

15

11

8

3


49


Places Visited in Maine


0 20 40 60 80

Percent

PortlandBar Harbor/Acadia Nat. Park

KennebunkportFreeport

KitteryOld Orchard Beach

The ForksQgunquit

44

34

29

26

19

17

17

15

30

16

22

23

26

19

8

21



50


Places Visited in Maine cont’d


0 20 40 60 80

Percent

Boothbay HarborBrunswick

CamdenBangor

Rockland/RockportCalais

Eastport/West Quoddy State ParkKingfield/Sugarloaf

Fryeburg

13

11

10

10

8

7

6

5

5

12

8

9

7

9

7

3

2

5



51


Places Visited in Maine cont’d


0 20 40 60 80

Percent

Moosehead Lake/GreenvilleBethel Sunday River

Sebago Lake areaBaxter State Park/Katahdin

AugustaLewiston

HoultonMachias

Presque IsleRangeley/Saddleback

Belgrade LakesJackman

MadawaskaSt. John Valley

Allaqash Waterway

4

3

3

3

3

2

2

2

2

1

1

1

1

3

5

6

3

3

5

2

4

1

2

1

3

1

1


52


Activities in Maine

First-time travelers engage more in a variety of activities on their trips than do repeat travelers.

53


Activities in Maine

0 20 40 60 80 100Percent

Beaches & oceanSmall towns & villagesGift/souvenir shopping

Ate a lobsterWilderness areas

Went to an ocean beachLakes & rivers

Explore natural environmentNational/State Park

Historic areas

68

67

51

49

48

46

44

43

43

41

59

63

35

37

36

39

37

31

19

26

First-time Trips Repeat Visits


54


Activities in Maine cont’d

0 20 40 60 80 100Percent

Unique local foodsLandmark/historic site

Scenic bywayOutlet shopping

LL BeanViewing wildlife

Beautiful Fall colorsLobster bake/dinner

Wildlife I don't usually seeRural farming areas

39

36

30

27

27

25

24

21

17

16

30

19

23

33

26

19

14

14

18

24



55



0 20 40 60 80 100Percent

Short guided tourHiking

Other shoppingInteresting archtecture

Went to a lakeside beachSee friends/relativesElegant restaurants

Day cruiseWhale watching

Historical museum

15

14

13

13

12

12

11

10

10

9

7

15

23

8

10

33

15

11

3

8



56



0 20 40 60 80 100Percent

BirdwatchingSwam in a pool

Art gallery/museumFair/exhibition/festival

BackpackingBicycling

Bar/disco/nightclubArts & Crafts

Entertainment/showsUsed sauna/hot tub

9

8

8

8

7

7

6

6

6

6

7

17

9

7

5

5

9

4

6

9



57



0 20 40 60 80 100Percent

Local musicMusical performance

Use of outdoor tour guideFreshwater canoeing/kayaking

Cultural/educational programRock concert

Saltwater fishingFreshwater fishing

Miniature golfSea kayaking

5

5

5

5

5

5

4

4

4

4

7

5

1

4

3

1

3

8

9

2



58



0 20 40 60 80 100Percent

Boardwalk activitiesTennis

Swam in a lake/riverZoo

Outdoor educational programExcursion train ride

Science exhibitVisited a spa

GolfRiver rafting

3

3

3

3

3

3

3

2

2

2

6

1

10

3

2

1

1

2

1


<1%


59



0 20 40 60 80 100Percent

Theater/dance/symphony/operaBowling

Pro/college sports eventPick-your-own//farm stand

Theme parkSnowmobiling

HuntingPower boating

Theatrical eventDownhill skiing

1

1

1

1

1

1

1

3

1

1

3

3

1

2

4

2

3


<1%

<1%


60



0 20 40 60 80 100Percent

Car/dog/horse race

Snowboarding

Sailing

Snorkeling/scuba diving

Water skiing

Sporting camp

Cross-country skiing

Snowshoeing

1

1

1


Where percentage is not specified,level is less than 1%.

61


Maine Product Delivery

First-time travelers rated their Maine experience more favorably than repeat travelers for:

being Exciting and having good Entertainment.

They rated it less favorably for: Family Atmosphere, being Popular, and especially

Affordability.

62


Maine Product Delivery cont’d

Their experience was comparable with regards to: Sightseeing

except for shopping and having interesting antiques and crafts;

being Unique except for having interesting inns & B&B’s, and interesting

customs and traditions;

Sports & Recreation except for boating/water sports, kayaking, river rafting, golfing,

swimming, and hunting.

63


Adult Atmosphere

0 20 40 60 80 100Percent who Strongly Agree

Adult Atmosphere

Good for couples

Good for adult vacation

80

82

78

83

84

81



64


Exciting


Exciting

Must-see destination

A real adventure

Exciting place

66

82

60

54

60

82

54

43



65


Family Atmosphere


Family Atmosphere

Children would enjoy

Good for families to visit

65

52

79

75

68

82



66


Worry-Free


Worry- Free

A fun place for a vacation

Good place to relax

Safe in tourist areas

Warm friendly people

Safe anywhere

Not too crowded

70

68

72

82

62

72

67

73

77

80

85

63

77

58

First-time Trips Repeat trips


67


Popular


Popular

Popular with vacationers

Often notice advertising

Well-known destination

48

62

28

53

63

76

43

71



68


Unique


Unique

Unique vacation experienceInteresting local people

Different cultures/way of lifeInteresting customs/traditions

Unique local cookingUnique scenery

Unique fall colour sceneryInteresting B&B's/ Inns

58

69

61

46

43

56

70

71

50

61

69

54

46

51

52

74

78

62



69


Climate


Climate

Great for winter trip

Good weather in spring

Good weather in fall

Good weather in summer

Excellent climate overall

45

18

44

51

71

39

54

39

42

62

78

47



70


Sightseeing


Sightseeing

Lots to see and doBeautiful scenery

Excellent National/State ParksInteresting festivals/events

Interesting small towns/villagesWell-known landmarks

Excellent shoppingInteresting antiques/crafts

Exceptional coastal sceneryInteresting architecture

61

64

85

73

46

77

54

38

38

82

48

62

63

88

65

49

75

53

52

48

88

42




71


Sightseeing cont’d


Sightseeing

Interesting citiesNoted for history

Historic and Pastoral SceneryBeautiful gardens/parks

Good for viewing wildlife/birdsGreat wilderness areas

Excellent museums/galleriesBeautiful mountain sceneryGood for watching whales

Has great boardwalks

61

66

49

63

69

79

75

46

65

68

31

62

63

52

62

64

80

81

40

72

72

30



72


Luxurious


Luxurious

First class hotels

Sophisticated restaurants

First class resorts

40

39

38

42

44

44

42

46



73


Sports & Recreation


Sports & Recreation

Great for walking/strollingGood for hiking/backpacking

Great for boating/water sportsGreat canoeing/kayaking

Great river raftingGreat for mountain/off road bicycling

Good place for campingExcellent mountain climbing

Good for sailingExcellent fishing

60

66

74

65

55

53

64

74

70

73

72

66

64

80

79

71

70

69

78

68

75

78




74


Sports & Recreation cont’d


Sports & Recreation

Great for golfersGreat beaches

Great sea kayakingGreat for swimming

Excellent tennis facilitiesExcellent hunting

Great for snowmobilingExcellent snow skiing/snowboarding

Excellent cross country skiingGreat for professional/college sports

60

41

56

55

38

25

47

79

73

71

41

66

53

63

68

47

32

62

77

75

76

41


75


Affordable


Affordable

Good vacation packagesExcellent vacation value

Not too far away for day tripAffordable to eat there

Affordable to get toAffordable accommodations

Not too far away for overnight trip

36

42

47

12

51

36

43

21

58

56

62

43

59

72

52

64



76


Entertainment


Entertainment

Great for theater/arts

Exciting nightlife/shows

Great live music

44

36

42

55

38

41

36

45



The Profile of First-time & Repeat Trips to Maine Maine Overnight Visitor Studies - Special...

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