MOT Research: Canadians' perceptions of Maine

MOT released this week the results of research into the emotional positioning and market perceptions of Maine as a tourism destination for Canadians.

Results are based on focus groups and online surveys done in June by Florida-based Downs & St. Germain Research.

Key findings:

• Beaches, coastline and the ocean are very important for Canadians, especially those from Quebec.
• The ocean differentiates Maine from other New England states and many Canadian provinces.
• Lake or river water imaging doesn't resonate as well as ocean imaging - again, particularly for Quebec residents.
• The top emotions felt by Canadian visitors are relaxation and peace.
• More than 2 of 3 Canadian visitors perceive Maine as a place where they can unwind and be laid back, as opposed to its being a vibrant getaway with a wide range of activities.
• The sense of adventure perceived by many other visitors to Maine is less prevalent among Canadians, particularly Quebec residents.
• Canadians appreciate that Maine is close, but still foreign.
• More than domestic visitors, Canadians appreciate the welcoming nature of Maine people, and the slower pace of life.
• Characteristics of Maine most highly rated by Canadians are:
  1. Safety - noteworthy because Canadians tend to have a general negative perception of the US as having too many guns
  2. Friendly locals
• Other top decision factors for Canadians that choose Maine include:
  • Value for money
  • Quality accommodations
  • Friendly locals
  • Food and beverage experiences

Images that Canadian visitors (especially those from QC) select to tell the story of their trip to Maine:

• Much more likely to select images from the beach and places they know like OOB and Ogunquit
• Much less likely to select images of active outdoor activities

Accommodation preferences and perceptions:

• Canadians prefer hotels to other forms of accommodations.
• Maine got lower overall ratings on quality of accommodations.

Messaging opportunities:

• Deals
• Highlight quality accommodations
• Authentic food and beverages, particularly without fried food

Affordability (considering CAD at 0.75 USD):

• Value for money is #2 decision factor in destination choice for Canadians.
• Affordability ratings of Maine lag behind other factors.
• Canadians tend to visit Maine in the summer when prices are highest.

Other findings:

• VisitMaine.com is the #2 resource for Canadians to learn more about Maine.
• Canadians consider summer to be by far the best time to visit Maine, followed by fall.
• Residents of Quebec and the Maritimes have been less likely to travel post-pandemic.

Comment: What was the #1 resource for Canadians to learn about Maine?? I'll try to find out...