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MOT releases 2018 Maine Visitor Tracking Research Report
By
19 June 2019 (Edited 20 June 2019)


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Highlights:

  • Maine had a 0.5% share of US overnight leisure trips, down from 0.7% in 2017. Best New England showing was Connecticut with 1.5% share - why?
  • 54% of overnight visitors and 52% of overnight trips occurred in the summer.
  • Overnight leisure visitors spent an average of $973 per party, 51% of that on lodging.
  • Examples of overnight trip planning resources:
    • Internet 67%
    • Friends/family/co-worker advice 48%
    • Social media 25%
    • Travel guides/brochures 15%
    • State tourism office 7%
  • Examples of websites consulted:
    • TripAdvisor 39%
    • Google Maps 38%
    • Search engines 34%
    • Facebook 31%
    • VisitMaine.com 30%
    • MaineTourism.com 14%
    • DiscoverNewEngland.com 7%
  • Other destinations considered:
    • None 65%
    • New Hampshire 10%
    • Vermont 8%
    • Massachusetts 5%
  • Top 5 motivators for selecting Maine:
    1. Friends or relatives live here 24%
    2. Scenery/ocean views/foliage 14%
    3. Beaches/ocean/lakes/coast 11%
    4. Work-related 9%
    5. Mountains/nature/wildlife 7%
  • 68% used a mobile device to research Maine during trip.
  • Average party size of overnight leisure trips: 3.1
  • 33% of overnight visitors traveled with children.
  • 77% of overnight leisure visitors traveled to Maine in their personal car, 9% by rental car, 7% by air
  • 70% of overnight leisure visitors stayed in paid accommodations.
  • Average length of overnight stay was 3.6 nights.
  • 77% of overnight leisure visitors were repeat visitors.
  • Regions overnight visitors came from:
    1. Mid-Atlantic 45%
    2. New England 41%
    3. Canada 14%
  • States overnight visitors came from (top 5):
    • Massachusetts, New York (tie) 22%
    • Pennsylvania 10%
    • New Jersey 7%
    • Connecticut 6%
  • Regions most visited (top 5):
    • Maine Beaches 24%
    • Downeast & Acadia 18%
    • Maine Highlands 16%
    • Maine Lakes and Mountains 11%
    • Mid-Coast 10%
  • Of those, repeat visitors favored Maine Beaches and Mid-Coast, first-time visitors favored Downeast & Acadia, Maine Highlands, Maine Lakes and Mountains.
  • Only 27% of overnight visitors to Maine also visited a nearby state/province on same trip.
  • Primary purpose of overnight leisure trips (top 5):
    1. Visit friends/relatives 26%
    2. Outdoor recreation 23%
    3. Holiday visit 13%
    4. History/culture 9%
    5. Shopping 8% (especially Canadians from Maritime Provinces)
  • Drivers of travel (top 5):
    1. Touring/sightseeing 20%
    2. Food/beverage 19%
    3. Family/children's activities 14%
    4. Outdoor activities (not water) 13%
    5. Shopping 12%
  • Maine attributes that exceeded expectations (top 5):
    1. Overall experience 65%
    2. Friendliness of people 59%
    3. Genuine experiences 56%
    4. Welcoming locals 55%
    5. Quality of dining 55%
  • 75% of overnight visitors said they definitely will recommend Maine to others.
  • 75% of overnight visitors said they have specific plans to visit Maine again or definitely will visit again.

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Comment: It would be of interest - and actionable by both public and private sectors - to know the attributes of Maine that visitors said they found disappointing.


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External Article: https://motpartners.com/wp-content/uploads/2019/06/2018-Annual-Report.pdf


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