THE MAINE HIGHLANDS 2020 Economic Impact & Visitor Tracking Report January – December 2020 INTRODUCTION
2 STUDY OBJECTIVES – VISITOR JOURNEY
The objective of this study is to examine visitors’ journeys in their trips to Maine and the subsequent economic impact of these journeys. This report examines trips to the Maine Highlands region.
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
o Planning cycle o Visitor origin o Visitor transportation o Uniqueness of Maine o Economic impact of tourism o Planning sources o Travel party o Nights stayed o Highlight of trip o Visitor direct spending o Reasons for visiting composition o Accommodations o Recommending Maine o Number of visitors o Other considered o Visitor demographics o Booking methods o Satisfaction with trip o Room nights generated destinations o Previous visits o Trip resources o Likelihood of returning o Jobs supported by tourism o Exposure to o Visitor activities o Perceptions of Maine o Wages generated by advertising o Expectations vs. tourism o Advertising sources experience o State & local taxes o Visitor spending supported by tourism o Included amenities o Occupancy o Other areas visited o Average daily rates o Revenue per available room
3 METHODOLOGY
Visitor Tracking 601 interviews were completed with visitors to the Maine Highlands region online and in-person at local attractions, parks, hotels, visitor centers, Service Plazas, shops, downtown areas and events between January 1st and December 31st, 2020.* Economic Impact Total economic impact of tourism on the Maine Highlands is a function of direct spending by visitors to the region, as well as the indirect and induced effects of this spending, such as increased business and household spending generated by tourism dollars.
Multiplier Downs & St. Germain Research uses IMPLAN economic modeling to calculate the multiplier based on direct expenditure data collected from visitors to Maine. Agencies such as FEMA, EPA, Federal Reserve Bank, and the Bureau of Land Management use IMPLAN modeling. *Due to the COVID-19 crisis, no in-person intercept surveys were conducted in April or May.
4 PRESENTATION VERSION
5 PRESENTATION VERSION
This section of the report includes topline results from the 2020 Economic Impact and Visitor Tracking Study. It provides a visually pleasing, easy-to-read overview of key findings, and is typically used to present the data to government officials, media, etc.
6 THE MAINE HIGHLANDS
Compared to visitors to other regions, visitors to The Maine Highlands region are more likely to:
» Travel from the Southeastern U.S. » See advertising/promotions on social media » Fly to Maine
Overall, the profile of visitors to the Maine Highlands region is similar to the statewide profile of visitors to the state of Maine
7 TRIP PLANNING CYCLE : IMPACT OF TOURISM
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
8 ECONOMIC IMPACT
Visitor spending in 2020 generated $598,974,200 in economic impact to the Maine Highlands region
9 DIRECT SPENDING
Visitors who took a trip to the Maine Highlands in 2020 spent $369,295,100 in the region on accommodations, restaurants, groceries, transportation, attractions, entertainment, and shopping
10 VISITORS
The Maine Highlands attracted 708,700 visitors in 2020
11 ROOM NIGHTS
Visitors to the Maine Highlands region generated 627,300 room nights in paid accommodations in 2020
12 JOBS SUPPORTED
The total economic impact of tourism in the Maine Highlands supported 6,900 jobs in the region in 2020
13 WAGES GENERATED
Tourism in the Maine Highlands supported $210,998,200 in wages and salaries in 2020
14 VISITORS CREATE JOBS
A Maine Highlands job is supported by every 103 visitors
15 HOUSEHOLD SAVINGS
Visitors to the Maine Highlands saved local residents $886 in taxes per household in 2020
16 LODGING METRICS
Lodging Metrics 2020
Occupancy (%) 35.4%
Average Daily Rate $96.82
Revenue per Available Room $34.27
Total Accommodations Revenue $60,734,200
17 TRIP PLANNING CYCLE : PRE-VISIT
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
18 TRIP PLANNING CYCLE
» 38% of visitors started planning their trip to the Maine Highlands less than a month in advance
» 46% of visitors booked their trip/decided to visit the Maine Highlands less than a month in advance
19 TOP ONLINE TRIP PLANNING SOURCES*
33% Online search engines 19% Online travel agency 16% Facebook
*Multiple responses permitted.
20 TOP OTHER TRIP PLANNING SOURCES*
40% Advice from friends/family 11% Travel guides/brochures 10% Travel books & magazines
*Multiple responses permitted.
21 TOP REASONS FOR VISITING*
35% Vacation 31% Visiting friends/ 21% Relax and unwind 17% Sightseeing/touring relatives
*Up to three responses permitted.
22 CONSIDERING MAINE AS A DESTINATION
» Nearly 2 in 3 visitors to the Maine Highlands did not consider visiting any U.S. state or Canadian province instead of Maine while planning their trip
23 PRE-TRIP EXPOSURE TO ADVERTISING
» 42% of visitors noticed advertisements, travel stories, or promotions about Maine prior to their trip to the Maine Highlands
24 TOP SOURCES OF ADVERTISING EXPOSURE*
42% Social media 35% Internet 23% Cable or satellite 21% Magazine television
*Multiple responses permitted.
25 TRIP PLANNING CYCLE : TRAVELER PROFILE
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
26 REGIONS OF ORIGIN
54%
2% 4% 15%
12% 3% 9%
1% of visitors traveled to the Maine Highlands from outside of the U.S. and Canada.
27 TOP ORIGIN STATES & PROVINCES
of visitors to the Maine Highlands traveled from 5 U.S. states, including 61% from other regions of Maine.
Maine (31%) New Hampshire (7%)
Massachusetts (9%) New York (6%)
Florida (8%)
28 TOP ORIGIN MARKETS
7% New York City, NY 5% Boston, MA 3% Miami-Ft. Lauderdale, FL
29 TRAVEL PARTIES
The typical visitor to the Maine 1 in 5 visitors traveled with at Highlands traveled with 2.4 least one person under the age people in their visitor party of 18 in their travel party
30 VISITOR PROFILE
51% Female* 69% College/technical graduate 71% Married/domestic partnership
57% Employed full-time 87% White/Caucasian $84,200 annual household income
*Of visitors interviewed
31 VISITOR PROFILE: DAY TRIPPERS
» The typical day tripper1: » Earned $64,200 per year » Was male (52%) » Had a college/technical degree (54%) » Was married or living with their partner (64%) » Was employed full-time (49%) » Was White/Caucasian (90%) » 12% traveled with children » Was from Maine (77%) and other northeastern U.S. states (11%)
1 Did not stay overnight in the Maine Highlands during their trip.
32 VISITOR PROFILE: OVERNIGHT VISITORS
» The typical overnight visitor1: » Earned $87,900 per year » Was female (51%) » Had a college/technical degree (71%) » Was married or living with their partner (72%) » Was employed full-time (58%) » Was White/Caucasian (87%) » 21% traveled with children » Was from Maine (21%), other northeastern U.S. states (32%), and the southeast (24%)
1 Stayed one or more nights in the Maine Highlands during their trip.
33 NEW & RETURNING VISITORS
» 23% of visitors to the Maine Highlands were traveling in Maine for the first time
» 3 in 10 visitors to the Maine Highlands had previously traveled in Maine more than 10 times
34 TRIP PLANNING CYCLE : TRIP EXPERIENCE
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
35 TRANSPORTATION
» 72% of visitors drove to the Maine Highlands
» 15% of visitors to the Maine Highlands flew to Maine through Bangor International Airport
36 NIGHTS STAYED
» 3 in 4 visitors to the Maine Highlands spent one or more nights
» Typical visitors to the Maine Highlands stayed 5.8 nights
37 TOP ACCOMMODATIONS
29% Hotel/motel/resort 17% Friends/family home 26% Did not stay overnight
38 TOP IN-MARKET VISITOR RESOURCES*
33% Navigation websites/apps 20% Restaurant website/app
*Multiple responses permitted.
39 TOP VISITOR ACTIVITIES*
67% Food/beverage/culinary 59% Touring/sightseeing 55% Active outdoor activities
*Multiple responses permitted.
40 VISITING OTHER STATES & PROVINCES
» 3 in 4 visitors did not visit any other U.S. state or Canadian province on their trip to the Maine Highlands
» Visitors to the Maine Highlands were more likely to visit U.S. states near Maine than they were to visit a Canadian province during their trip
41 TRAVELING WITHIN MAINE
» 4 in 5 visitors traveled to regions other the Maine Highlands during their trip to Maine
» 36% of visitors to the Maine Highlands also visited Downeast & Acadia during their trip
42 TRIP PLANNING CYCLE : POST-TRIP EVALUATION
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
43 RECOMMENDING MAINE & ITS REGIONS
» 98% of visitors to the Maine Highlands would recommend Maine to a friend or relative as a vacation destination
» 97% of visitors would recommend the Maine Highlands as a place to visit or vacation
44 LIKELIHOOD OF RETURNING TO MAINE
» 97% of visitors to the Maine Highlands will return to Maine for a future visit or vacation
45 DETAILED FINDINGS
46 DETAILED FINDINGS
This section of the report includes detailed results from the 2020 Economic Impact and Visitor Tracking Study, and can be used to take a deeper dive into the data.
47 TRIP PLANNING CYCLE : IMPACT OF TOURISM
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
48 ECONOMIC IMPACT INDICATORS
Economic Impact 2020
Visitors 708,700
Room nights generated 627,300
Direct expenditures $369,295,100
Total economic impact $598,974,200
49 IMPACT OF TOURISM
Maine Jobs 2020
Jobs generated (direct) 5,100
Total impact of tourism on Maine jobs 6,900
Maine Wages 2020
Wages paid (direct) $140,134,000
Total impact of tourism on Maine wages $210,998,200
50 IMPACT OF TOURISM
Return on Investment 2020
Visitors per job supported 103
State & local taxes supported $61,273,700
Tax savings per household $886
51 LODGING METRICS
Lodging Metrics 2020
Occupancy (%) 35.4%
Average Daily Rate $96.82
Revenue per Available Room $34.27
Total Accommodations Revenue $60,734,200
52 TRIP PLANNING CYCLE : PRE-VISIT
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
53 TRIP PLANNING CYCLE
Beginning of Trip Planning Cycle A week or less 17% » 38% of visitors to the Maine 2 - 3 weeks 21% Highlands started planning their trip 1 - 2 months 29% within a month of their trip 3 - 4 months 16% 5 - 6 months 9% » Very few visitors (17%) have planning 7 months - 1 year 5% More than 1 year 3% windows longer than 4 months
» 46% of visitors have a booking window Booked Accommodations/Made Trip Decisions of less than 1 month A week or less 24% 2 - 3 weeks 22% 1 - 2 months 29% » Very few visitors (12%) booked 3 - 4 months 13% accommodations 5+ months in advance 5 - 6 months 6% 7 months - 1 year 4% More than 1 year 2%
54 ONLINE TRIP PLANNING SOURCES*
Online search engines 33% Online travel agency 19% Facebook 16% Trip Advisor 13% Hotel websites 13% » Over 7 in 10 visitors used one or Traveler reviews/blogs/stories 11% VisitMaine.com 10% more online resources to help them Airline websites 10% AirBnB 9% plan their trip to the Maine Instagram 8% Highlands YouTube 8% Visit Maine social media 7% MaineTourism.com 7% » 1 in 3 visitors to the Maine Highlands VRBO/HomeAway 5% used an online search engine, such as Vacation rental websites 5% DowneastAcadia.com 4% Google, to help them plan their trip in Twitter 4% DiscoverNewEngland.com 3% Maine TheMaineHighlands.com 3% MainesMidCoast.com 3% VisitPortland.com 3% » 1 in 10 visitors used VisitMaine.com, MaineLakesandMountains.com 3% VisitBarHarbor.com 3% and 7% used MaineTourism.com VisitAroostook.com 2% KennebecValley org 2% MaineBeachesAssociation.com 2% Other 7% None 28% *Multiple responses permitted.
55 OTHER TRIP PLANNING SOURCES*
Advice from friends/family 40% » 2 in 5 visitors relied on Travel guides/brochures 11% advice from their friends Travel books & magazines 10% Travel planning apps 9% and family to help them Articles or travelogues 7% plan their trip to the AAA 6% Maine Highlands Visitor Guide 5% Travel agent 5% Called the Maine Office of Tourism 4% » 41% of visitors did not use Visit Maine e-Newsletter 4% Called local convention and visitors bureaus 3% any other resources to Called local Chambers of Commerce 3% help them plan their trip Called another Maine Tourism/Lodging Association 3% Other 4% to the Maine Highlands None 41%
*Multiple responses permitted.
56 REASONS FOR VISITING*
Vacation 35% Visiting friends/relatives 31% Relax and unwind 21% Sightseeing/touring 17% » 35% of visitors traveled to the Nature & birdwatching 12% Active outdoor activities 11% Maine Highlands for a vacation Shopping 9% Special occasion 8% » 3 in 10 visitors came to the Maine Conference/meeing 6% Highlands to visit their friends and Water activities 6% relatives, and 1 in 5 visitors came to Attractions 5% Beach 4% relax/unwind Culture/museums/history 4% Special event 3% Sporting event 2% Snow activities 2% Other 9%
*Multiple responses permitted.
57 OTHER STATES & PROVINCES CONSIDERED*
No other states/provinces 66% New Hampshire 13% » Nearly 2 in 3 visitors considered Vermont 9% visiting ONLY Maine while planning New York 8% their trip to the Maine Highlands Massachusetts 6% Rhode Island 6% » Visitors to the Maine Highlands were Connecticut 3% New Brunswick 3% more likely to consider visiting Nova Scotia 3% nearby U.S. states rather than Ontario 3% visiting a Canadian province Prince Edward Island 3% Quebec 3% Newfoundland and Labrador 2% Other 6%
*Multiple responses permitted.
58 PRE-TRIP EXPOSURE TO ADVERTISING*
Social media 42% » 42% of visitors noticed advertising Internet 35% or promotions for Maine prior to Cable or satellite television 23% their trip to the Maine Highlands Magazine 21% Maine travel/visitor guide 19% Traveler reviews/blogs 16% » Visitors who were exposed to this Radio 16% advertising primarily saw it on Newspaper 13% social media, the internet, Brochure 12% television, or in magazines VisitMaine.com 11% Billboard 11% Online streaming service 10% » Visitors were more likely to notice Music/podcast streaming 10% Maine promotions on digital AAA 8% media rather than on traditional Deal – based promotion 6% Other 6% media Not sure 1%
*Multiple responses permitted.
59 TRIP PLANNING CYCLE : TRAVELER PROFILE
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
60 VISITOR ORIGINS
Intl Canada 1% West 9% 2% Southwest 3%
Midwest 4%
Mid-Atlantic New England 15% 54%
Southeast 12%
61 TOP ORIGIN STATES & PROVINCES
» Nearly 1 in 2 visitors to the Maine State/Country Percent Highlands were from Maine, Maine 31% Massachusetts, or Florida Massachusetts 9% Florida 8% » 77% of visitors to the Maine Highlands came from 10 U.S. states and Canadian New Hampshire 7% provinces New York 6% New Brunswick 5% » Over 3 in 10 visitors to the Maine Connecticut 4% Highlands were traveling from another New Jersey 3% region of Maine Pennsylvania 2% Ontario 2%
62 TOP ORIGIN MARKETS
» The New York City and Boston metro Market Percent areas were the top origin markets for New York City, NY 5% visitors to the Maine Highlands Boston, MA 5% » 1 in 5 visitors traveled from 5 markets in Miami - Ft. Lauderdale, FL 3% Maine and other U.S. states Washington D.C. – Baltimore, MD 2% Orlando, FL 2%
63 TRAVEL PARTIES
Travel Party Composition Traveled alone 25% » Typical visitors traveled in the As a couple 37% Maine Highlands with a party of With family 27% 2.4 people With other couples/friends 8% With business associates 2% Other 1% » Nearly 2 in 5 visitors as a couple Children in Travel Party* No children 80% » Only 1 in 5 visitors traveled in the Children younger than 6 7% Maine Highlands with one or more children in their travel party Children 6 – 12 10% Children 13 – 17 9%
*Multiple responses permitted.
64 GENDER
» 51% of visitors to the Maine Female Male Highlands who were 49% interviewed were female 51%
65 EDUCATIONAL ATTAINMENT
» Visitors to the Maine High school or less 10% Highlands have substantial formal educations, with nearly Some college or technical school 21% 7 out of 10 having at least a college or technical school College or technical school graduate 47% degree, and over 1 in 5 possessing a graduate degree Graduate school 22%
66 MARITAL STATUS
Single/widowed 29%
» 7 in 10 visitors to the Maine Highlands were married or living with their partner Married/domestic partnership 71%
67 EMPLOYMENT STATUS
Employed full-time 57%
Employed part-time 9% » Over 7 in 10 visitors to the Maine Highlands were employed, most Contract/freelance/temporary 6% full-time Retired 15%
Not currently employed 7%
Student 6%
68 RACE & ETHNICITY
White 87%
Black 4% » 87% of visitors to the Maine Asian 4% Highlands were White/Caucasian Hispanic 4%
Indigenous 1%
69 HOUSEHOLD INCOME
Less than $25,000 8% » Typical visitors to the Maine $25,000 - $49,999 14% Highlands earned $84,200 per $50,000 - $74,999 21% year in household income $75,000 - $99,999 19%
» 17% of visitors to the Maine $100,000 - $149,999 21% Highlands have household $150,000 - $199,999 9% incomes that exceed $150,000 $200,000 - $249,999 4% $250,000 or more 4%
70 NEW & RETURNING VISITORS
» 23% of visitors to the Maine This is my first time 23% Highlands were traveling in Maine for the first time 2 – 5 times 31%
» 3 in 10 visitors to the Maine Highlands 6 – 10 times 16% had previously traveled in Maine more than 10 times 11+ times 30%
71 TRIP PLANNING CYCLE : TRIP EXPERIENCE
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
72 MODES OF TRANSPORTATION
» Maine Highlands is a drive- market for most visitors as Drove to Maine 72% Bangor International Airport 15% 72% choose to travel by car Took a motor coach tour or bus 3% rather than by plane, motor Portland International Jetport 2% coach/bus, or train Boston Logan International Airport 2% Northern Maine Regional Airport 2% » Most visitors to the Maine Augusta State Airport 1% Knox County Regional Airport 1% Highlands who flew to LaGuardia International Airport 1% Maine arrived at Bangor Train 1% International Airport
73 NIGHTS STAYED
» 3 in 4 visitors to the Maine Highlands Day tripper 26% stayed one night or more in Maine during their trip 1 night 8% 2 nights 10% » Typical visitors to the Maine Highlands stayed 5.8 nights Maine 3 nights 10% 4 nights 7% » 2 in 5 visitors to the Maine Highlands stayed 5 or more nights in Maine 5+ nights 39%
74 ACCOMMODATIONS
Hotel/motel/resort 29% » 3 in 10 visitors to the Maine Friends/family home 17% Vacation rental home 7% Highlands stayed overnight in a Personal second home 5% hotel, motel, or resort Bed & Breakfast/Inn 5% Camping in the wilderness 5% » 17% of visitors to the Maine RV Park/Campground 3% Highlands stayed overnight with Sporting camp/wilderness lodge 3% friends or relatives Did not stay overnight 26%
75 BOOKING METHODS
» 52% of visitors to the Maine Directly with the hotel/condo 34% Highlands stayed overnight in Online travel agency 26% paid accommodations during Airbnb 15% their trip in Maine Short term rental service 9% Travel package provider 3% » 1 in 3 visitors who stayed in Vacation rental company 2% paid accommodations during Offline travel agent 2% their trip booked their lodging Group tour operator 1% directly with the hotel/condo Other 8%
76 IN-MARKET VISITOR RESOURCES*
Navigation website/apps 33% Restaurant website/app 20% Visitor Information Centers 12% Destination social media 12% » 1 in 3 visitors used navigation Personal social media 12% websites and apps to plan Materials from hotel/campground 12% activities during their trip to the Hotel/resort website/app 11% Maine Highlands Trip planning app 11% VisitMaine.com 10% » 37% of visitors did not use any Booking website/app 9% Airline website/app 5% resources to plan activities while VisitBarHarbor.com 4% they were in the Maine Highlands Chambers of Commerce 3% Other 5% None 37%
*Multiple responses permitted.
77 VISITOR ACTIVITIES*
Food/beverage/culinary 67% » 2 in 3 of visitors participated in Touring/sightseeing 59% food, beverage, and culinary Active outdoor activities 55% activities during their trip in the Maine Highlands Shopping 41% Water activities 28% » 3 in 5 visitors to the Maine History/culture 14% Highlands engaged in Entertainment 8% sightseeing/touring activities during their trip Business conference/meeting 6% Other 9%
*Multiple responses permitted.
78 FOOD & BEVERAGE ACTIVITIES*
Going to local brew pubs/craft breweries 36% Ate lobster 23% Ate other local seafood 23% Enjoyed unique Maine food or beverages 14% Consumed other locally produced Maine foods 12% Enjoyed high-end cuisine or five-star dining 6% Enjoying local food at fairs/festivals 5% Visited Farmer’s Markets 5% Ate farm-to-table or organic cuisine 4% Other 3%
*Multiple responses permitted.
79 TOURING & SIGHTSEEING ACTIVITIES*
Sightseeing 48% Driving for pleasure 38% Enjoying the mountain views 33% Enjoying the ocean views/rocky coast 18% Wildlife viewing/bird watching 11% Viewing fall colors 4% Photography 4% Nature cruises or tours 1% Tours of communities/local architecture 1%
*Multiple responses permitted.
80 ACTIVE OUTDOOR ACTIVITIES*
Exploring State and National Parks 34%
Hiking/climbing/backpacking 33%
Camping 3%
Bicycling touring 1%
Riding all-terrain vehicles 1%
Hunting 1%
*Multiple responses permitted.
81 SHOPPING ACTIVITIES*
General shopping at malls/downtown 27%
Outlet shopping 13%
Shopping for unique/locally produced goods 12%
Shopping for gifts/souvenirs 11%
Shopping for "Made in Maine" products 6%
Shopping for antiques/local arts and crafts 4%
*Multiple responses permitted.
82 WATER ACTIVITIES*
Fishing 14% Outdoor swimming 14% Canoeing/kayaking 12% Going to the beach 10% Motor boating 9% Pool swimming 5% Sailing 4% White water rafting 1% Surfing 1% Water skiing/jet skiing 1% Other 1%
*Multiple responses permitted.
83 HISTORICAL & CULTURAL ACTIVITIES*
Visit historic sites/museums 10% Painting/drawing/sketching 8% Attend operas/classical music events 4% Visit art museums/local artisan studios 3% Attend plays/musicals/theatrical events 3% Get to know the local people and/or culture 3% Participate in nightlife/other evening entertainment 2% Attend popular music concerts/events 1% Attend operas/classical music events 1%
*Multiple responses permitted.
84 ENTERTAINMENT ACTIVITIES*
Amusement/theme parks 4%
Children’s museums 4%
Animal parks/zoos 3%
*Multiple responses permitted.
85 OTHER STATES & PROVINCES VISITED*
No other states/provinces 75% » 3 in 4 visitors did not visit any New Hampshire 12% other U.S. state or Canadian Massachusetts 8% province on their trip to the New York 6% Maine Highlands Rhode Island 5% Vermont 5% Connecticut 3% more likely » Visitors were to visit New Brunswick 2% U.S. states near Maine than they Newfoundland and Labrador 2% were to visit a Canadian Nova Scotia 2% province during their trip, due to Ontario 2% Canadian COVID-19 travel Quebec 2% restrictions Prince Edward Island 1% Other 2%
*Multiple responses permitted.
86 REGIONS VISITED WITHIN MAINE*
The Maine Highlands 100% » 1 in 5 visitors stayed within the Downeast & Acadia 36% Maine Highlands during their trip Greater Portland & Casco Bay 26% in Maine, rather than traveling The Maine Beaches 20% throughout the state Midcoast & Islands 16% Kennebec Valley 15% » 36% of visitors to the Maine Maine Lakes & Mountains 15% Highlands also visited Downeast & Aroostook County 13% Acadia during their trip in Maine No other regions 20%
*Multiple responses permitted.
87 TRIP PLANNING CYCLE : POST-TRIP EVALUATION
Traveler Trip Post-Trip Impact of Pre-Visit Profile Experience Evaluation Tourism
88 RECOMMENDING MAINE & ITS REGIONS
Likelihood of Recommending Maine
» 98% of visitors to the Maine Would recommend Maine 98% Highlands would recommend Would not recommend Maine 1% that their friends and family visit Maine Not sure 1%
Likelihood of Recommending the Maine Highlands » 97% of visitors would recommend Definitely recommend region 86% that their friends and family visit Probably would recommend region 11% the Maine Highlands Not sure 3%
89 TRIP EXPECTATIONS
1% 1% 1% 1% 1% 1% 1% 2%
43% 44% 47% 48% 52% 54% 54% 57%
56% 55% 51% 51% 46% 45% 44% 42%
Activities & Friendliness of Restaurants Authentic and Customer service Lodging Value for your Shopping attractions people unique communities money
Exceeded Expectations Met Expectations Did not meet expectations
“Don’t know” responses omitted.
90 LIKELIHOOD OF RETURNING TO MAINE
Definitely will return 83% » 97% of visitors to the Probably will return 14% Maine Highlands will return to Maine for a future visit or Probably will not return 1% vacation Not sure 2%
91 THE MAINE HIGHLANDS 2020 Visitor Tracking & Economic Impact Report January – December 2020
Downs & St. Germain Research Joseph St. Germain, Ph.D., President Phillip Downs, Ph.D., Senior Partner Rachael Anglin, Director of Research Erin Dinkel, Senior Project Director Glencora Haskins, Project Director Isiah Lewis, Project Director 850 – 906 – 3111 | dsg-research.com
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