96% said they would recommend Maine
MOT 2022 Summer Visitor Tracking Report from Downs & St. Germain Research contains a mixed bag of findings:
- Visitor numbers were down nearly 10% from 2021 but a larger share stayed in paid accommodations, and average length of stay was greater.
- Visitor spend was up 4.1%.
- Nearly 60% booked within 3 months of beginning trip.
- 37% used a search engine in trip planning, 18% used hotel websites, 15% used VisitMaine.com - but no mention of Maine Invites You (?)
- 64% of visitors did not consider visiting any other state or Canadian province.
- 47% saw advertising or publicity about Maine while planning trip, and 29% were influenced by it.
- 38% on social media
- 36% on other internet sources
- 22% in print
- ME (17%), MA, NH, CT and NY accounted for 51% of visitors.
- Top urban markets were NYC, Boston, DC/Baltimore, Philadelphia which in aggregate accounted for 20% of visitors.
- "Typical" visitor was 48-year-old white woman who is a college graduate, married, employed and has HHI of $91,300.
- 24% were first-time visitors.
- 84% traveled by car.
- 74% stayed overnight, 23% in hotel/motel.
- "Typical" stay length was 4.5 nights.
- 45% used navigation/map apps while in Maine.
- 96% said they would recommend Maine as a vacation destination.
- 89% said they are likely to visit Maine again.
- 98% said they were satisfied.
- "Scenic" and "relaxing" were top 2 perceptions of Maine.
Some data come from 1,805 online and in-person interviews conducted in May-August 2022 with visitors to Maine.
