American Lines cruise ship American Glory
A survey of cruise visitors to Maine - commissioned by CruiseMaine and the Maine Office of Tourism and conducted at 9 Maine ports between July and November 2018 - found:
- 54% of cruise visitors (passengers and crew) were first-time visitors to Maine.
- 66% of passengers were traveling as a couple, 17% with family, 13% with friends.
- One-third said they plan to return to Maine via cruise or otherwise.
- 80% said they were "highly satisfied" with their time spent ashore in Maine.
- 80% said they are "highly likely" to recommend a trip to Maine, based on their time spent on shore.
- At least 80% said they found the ports they visited "unspoiled" and "welcoming".
- Typical cruise visitor spent 4.1 hour in each port town visited - but 92% left the ship in only one Maine town.
- 90% go sightseeing or touring while ashore, 74% by walking.
- 47% go shopping.
- 79% got their information about Maine ports from the cruise line - only 17% from the Internet, 3% from social media.
- Average cruise visitor spent about $70 per shore visit.
- 400,000 2018 cruise visitors put $33M into the Maine economy.
Demographics of 2018 cruise visitors:
- Mean age 62
- Mean household income $104K
- 60% women
- 76% college-educated
- 81% married or living with partner
- 75% Americans
- South 35%
- Northeast 29%
- West 21%
- Midwest 16%
- 12% Canadians
- 13% from overseas:
- UK 44%
- Australia 11%
- Germany 10%
So, actionable items for Maine tourism industry:
- Getting first-time visitors is great - that seems to be Maine's hardest nut to crack. Help cruise lines keep doing that.
- Get more information on Maine ports and cruises onto the Internet where people of these demographics (above) hang out.
- Ports need to create more reasons for passengers - especially younger passengers - to disembark, tour, shop, meet locals.