WAVE II JUNE travelhorizons TM WAVE II 2014 PREPARED AND PUBLISHED BY: MMGY Global

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1 WAVE II June 14

2 travelhorizons TM WAVE II 14 PREPARED AND PUBLISHED BY: WAVE II JUNE 14 MMGY Global 423 South Keller Road, Suite 1 Orlando, FL 3281, MMGYGlobal.com 14 MMGY Global. All rights reserved. This report is for use within the purchaser s own organization only. MMGY Global data or information may not be reproduced or communicated by any means to other people, organizations, or to the media without prior permission from MMGY Global.

3 TRAVEL PORTLAND

4 GLOSSARY OF TERMS Likely to visit Portland: Indicated they are extremely/very likely to visit Portland, Oregon for a leisure trip in the next 24 months. Adult: U.S. residents 18 years of age or older Census Region: Four regions as defined by the U.S. Bureau of the Census Northeast: Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Vermont South: Alabama, Arkansas, Delaware, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia and West Virginia Midwest: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, Ohio, South Dakota and Wisconsin West: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington and Wyoming Generational Groups: Gen Y Born 1984 or later (members of this group under 18 years of age were not included in this survey) Gen X Born Young Boomers Born Older Boomers Born Matures Born 1946 or earlier Active Leisure Traveler: Adults taking at least one leisure trip in the past 12 months of 5 miles or more one-way from home (day trips) or that included an overnight stay. 4

5 SUMMARY LIKELY TO VISIT PORTLAND Likelihood to visit Portland is at its highest level recorded since we began measuring. Likelihood increased 7 percentage points from a year ago (Wave II 13) and 4 points from last wave (March 13). Nearly two in ten (16%) U.S. adults are extremely/very likely to visit Portland, Oregon during the next 24 months compared to one in ten (9%) last year. Those who live in the West are significantly more likely than U.S. adults to be extremely/very likely to visit Portland in the next 24 months 28% compared to 16%. Likelihood to visit Portland among those who live in the West (28%) has also increased up 4 points from Wave II 13 and 2 points from last wave (March 14). Gen Xers (24%) and Millennials (23%) are most likely to visit Portland during the next 24 months among both U.S. adults and those that live in the West region; however, the percentage is significantly higher among those that live in the West region (Gen X 37%, Millennials: 44%,). As income increases, so does the likelihood to visit. A quarter of those with annual household incomes of $1,-$149, (23%) and $15, or more (26%) are likely to visit Portland during the next 24 months. INTEREST IN VISITING PORTLAND Just as likelihood to visit is at its highest level, so is interest in visiting. Interest in visiting Portland (very/extremely interested, 3%) is up significantly from all previous waves up 4 points from Wave II 13 (26%) and 7 points from Wave IV 13 (23%). Four in ten (42%) of those who live in the West are interested in visiting Portland on a future leisure trip. A similar percentage of males (31%) and females (29%) are interested in visiting Portland, although interest among males has increased significantly from a year ago from 24% to 31% whereas interest among females has remained relatively flat (27% to 29%). PAST TRAVEL AND DESTINATIONS Nine in ten adults who are likely to visit Portland (93%) took a leisure trip in the past 12 months which is significantly more than all U.S. adults (82%) and those who live in the West region (87%). They also took more leisure trip on average (4.5) than U.S. adults (2.8) and those who live in the West (3.2). Those who are likely to visit Portland are interested in visiting the Caribbean (31%), Las Vegas (28%) and New York City (28%). 5

6 SUMMARY PORTLAND QUESTIONS One in ten U.S. adults (11%) have visited Portland for a leisure trip within the past two years. Among those who have visited, seven in ten (68%) participated in a craft beer experience. Eight in ten (81%) had planned to participate in a craft beer experience prior to departing for their vacation. Not surprisingly, enjoying a craft beer while dining at a restaurant or bar was the most cited craft beer experience with 57% indicating they did so. This was followed by visiting a microbrewery (45%) and visiting a beer bar (44%). While attending a craft beer tasting or festival had the lowest percentage of respondents participating, this ranked highest for being the primary reason for the trip. Half (49%) of all those who attended a beer tasting event or festival indicated it was the primary reason for their trip; only 3% said it was an incidental activity. Taking a brewery tour had the next highest percentage of respondents indicating it was the primary reason for the trip (48%). TRAVELER SENTIMENT SCORES Travelers who are likely to visit Portland continue to be substantially more positive about all of the aspects of travel that make up the Travel Sentiment Scores (TSS) than those who live in the West region and U.S. adults in general. The overall Traveler TSS among those likely to visit Portland is 154 up 26 points from Wave I 14 and significantly higher than U.S. adults (19) and those who live in the West (115). All aspects that make up the TSS are above 1 for those who are likely to visit Portland, meaning they have a more positive than negative perception of travel. While affordability of travel is the lowest among the factors (138), it is still well above the 1 mark while the scores among U.S. adults (8) and those who live in the West region (88) are below 1. The factors with the highest scores are interest in travel (175), time available for travel (157) and quality of service (156). 6

7 LIKELIHOOD OF VISITING NEXT 24 MONTHS Top 2 Box Wave II 13 = 9% Wave II 14 = 16% 16% Extremely likely 8% Very likely 8% Not at all likely 35% Somewhat likely 17% Not very likely 32% TP1. How likely are you to visit Portland, Oregon for a leisure trip/vacation during the next 24 months? Base: Total respondents 7

8 LIKELIHOOD OF VISITING NEXT 24 MONTHS 8 U.S. Adults Live in West Region 7 67* Percentage 3 28* 23* Extremely/very likely Somewhat likely Not very/not at all likely * Denotes a statistically significant difference between groups TP1. How likely are you to visit Portland, Oregon for a leisure trip/vacation during the next 24 months? Base: Total respondents/live in West 8

9 LIKELIHOOD OF VISITING OVER TIME U.S. ADULTS 9 June 13 December 13 March 14 June 14 Was not asked in September Percentage abc 17 Extremely/very likely Somewhat likely Not very/not at all likely a Denotes a statistically significant difference from June 13 b Denotes a statistically significant difference from December 13 c Denotes a statistically significant difference from March 13 TP1.How likely are you to visit Portland, Oregon for a leisure trip/vacation during the next 24 months? Base: Total Respondents 9

10 LIKELY TO VISIT OVER TIME - THOSE WHO LIVE IN THE WEST 7 6 June 13 December 13 March 14 June 14 Was not asked in September b Percentage b Extremely/very likely Somewhat likely Not very/not at all likely a Denotes a statistically significant difference from June 13 b Denotes a statistically significant difference from June 14 TP1.How likely are you to visit Portland, Oregon for a leisure trip/vacation during the next 24 months? Base: Live in West 1

11 EXTREMELY/VERY LIKELY TO VISIT BY GENERATION U.S. Adults Live in West Region * 37* 35 Percentage * Millennials Gen X Young Boomers Older Boomers Matures * Denotes a statistically significant difference from U.S. adults TP1. How likely are you to visit Portland, Oregon for a leisure trip during the next 24 months? 11

12 EXTREMELY/VERY LIKELY TO VISIT BY HOUSEHOLD INCOME Percentage Under $3, $3,-$49,999 $5,-$99,999 $1,-$149,999 $15, or more TP1. How likely are you to visit Portland, Oregon for a leisure trip during the next 24 months? Base: US adults 12

13 EXTREMELY/VERY LIKELY TO VISIT OVER TIME BY GENDER 5 45 Male Female Was not asked in September Percentage June 13 December 13 March 14 June 14 TP1. How likely are you to visit Portland, Oregon for a leisure trip during the next 24 months? 13

14 INTEREST IN VISITING PORTLAND OVER TIME: U.S. ADULTS 5 June 13 September 13 December 13 June 14 Was not asked in March 14 Percentage abc b a 33 abc 1 5 Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested a Denotes a statistically significant difference from June 13. b Denotes a statistically significant difference from September 13 c Denotes a statistically significant difference from December 13 QTP6. Interested in visiting Portland, Oregon on a future leisure trip. Base: Total respondents 14

15 INTEREST IN VISITING PORTLAND OVER TIME: AMONG THOSE WHO LIVE IN THE WEST 5 45 June 13 September 13 December 13 June 14 Was not asked in March bc Percentage bc acd d abd Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested a Denotes a statistically significant difference from June 13. b Denotes a statistically significant difference from September 13. c Denotes a statistically significant difference from December 13. d Denotes a statistically significant difference from June 14. Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years?: Base: Among those who live in the West 15

16 EXTREMELY/VERY INTERESTED IN VISITING OVER TIME BY GENDER 5 45 Male Female Percentage June 13 September 13 December 13 June 14 Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years?: Base: Male/Female 16

17 PAST YEAR LEISURE TRAVEL Traveled for leisure purposes in the past 12 months a 93 ab U.S. Adults Lives in West Region Likely to visit Portland a Denotes statistically significant difference from U.S. adults b Denotes statistically significant difference from those who live in the West region Q.4 In the past 12 months, approximately how many Leisure trips have you taken away from home of at least 5 miles, ONE WAY, or that included an overnight stay? Base: Total Respondents/Live in West region/likely to visit Portland 17

18 PAST YEAR LEISURE TRIPS Traveled for leisure purposes in the past 12 months (Average number of trips) ab U.S. Adults Lives in West region Likely to Visit Portland b a Denotes statistically significant difference from U.S. adults. b Denotes statistically significant difference from those who live in the West region. Q.4. In the past 12 months, approximately how many leisure trips have you taken away from home of at least 5 miles, one way, or that involved an overnight stay? Base: Total Respondents 18

19 MODES OF TRANSPORTATION USED ON LEISURE TRIPS bc 66 6 U.S. Adults Live in West Region Likely to visit Portland 54 a 55 a Percentage Personal Vehicle Airline Rental Car Train a Denotes statistically significant difference from U.S. adults b Denotes statistically significant difference from those who live in the West c Denotes statistically significant difference from those who are likely to visit Portland Q9. What are all the different modes of transportation that you have used on your leisure trips in the past 12 months? 19

20 DESTINATIONS INTERESTED IN VISITING (TOP ) Destination Interested in Visiting U.S. Adults % Likely to Visit Portland % Lives in Western Region % Caribbean Las Vegas, NV ab New York City, NY a 23 National Parks Los Angeles, CA a San Francisco, CA a Seattle, WA Miami, FL ac 12 Honolulu, HI ab Hawaiian Neighbor Islands ab Orlando, FL 22 c Australia ab Niagara Falls ac 11 San Diego, CA ab Phoenix, AZ Napa Valley, CA Denver, CO a 13 Tampa, FL Myrtle Beach, SC c 7 Washington, DC a Denotes a s statistically significant difference from U.S adults b Denotes a statistically significant difference from Likely to visit Portland c Denotes a statistically significant difference from those who live in the West Region Q33. Which of the following destinations you are you interested in visiting on a future leisure trip? Base: Interested in Visiting Portland/Live in West region

21 PARTICIPATION IN A CRAFT BEER EXPERIENCE VISITED PORTLAND FOR A LEISURE TRIP WITHIN THE PAST TWO YEARS U.S. Adults 11% Likely to visit Portland 51% Live in West 24% No 32% No 19% Yes 68% Yes 81% Participated in a craft beer experience n=258 Planned to participate in a craft beer experience (among those who planned to participate in a craft beer experience and visited Portland in the past two years) n=174 Q.TP8: During this/these Portland trip did you participate in a craft beer experience? Base: Visited Portland in the past two years. Q.TP9: Did you plan to participate in a craft beer experience in Portland before you departed home from the trip? Base: Visited Portland/Participated in craft beer experience Source: MMGY Global travelhorizons TM, June 14 21

22 CRAFT BEER EXPERIENCES % Enjoyed a craft beer while dining at a restaurant/bar 57 Visited a microbrewery 45 Visited a "beer bar" 44 Purchased craft beer from a store or bottle shop to bring back home 42 Took a brewery tour Purchased craft beer from a store or bottle shop to enjoy during the trip 35 Attended a craft beer making class 35 Attended a craft beer tasting event/festival 34 Q.TP1: What kind of craft beer experience did you participate in while visiting Portland? Base: Visited Portland, participated in a craft beer experience Source: MMGY Global travelhorizons TM, June 14 22

23 PARTICIPATION IN A CRAFT BEER EXPERIENCE Primary reason for the trip One of several reasons for the trip An incidental activity Enjoyed a craft beer while dining at a restaurant/bar (n=99) 34% 28% 37% Visited a microbrewery (n=78) 33% 46% 21% Visited a "beer bar" (n=77) 35% 3% 35% Purchased craft beer from a store or bottle shop to bring back home (n=73) 29% 34% 37% Took a brewery tour (n=69) 48% 41% 13% Purchased craft beer from a store or bottle shop to enjoy during the trip (n=62) 35% 45% 19% Attended a craft beer making class (n=61) 43% 28% 3% Attended a craft beer tasting event/festival (n=59) 49% 46% 3% Q.TP1: What kind of craft beer experience did you participate in while visiting Portland? Base: Visited Portland, participated in a craft beer experience 23 Caution: Small Sample sizes. Interpret with caution. Source: MMGY Global travelhorizons TM, June 14 *On banner, primary reason, one of several reasons, and an incidental activity is Q.TP11.

24 AREAS VISITED Oregon Coast % 48 Seattle 39 Crater Lake 3 Hood River 29 Mt. Hood 28 Multomah Falls/Columbit River Gorge 28 Willamette Valley/Wine Country 28 Bend 24 Sauvie Island 22 Ashland 18 Other 11 Q.TP12: Which area around Portland did you visit on this trip? 24

25 TRAVELER SENTIMENT SCORES

26 TRAVELER SENTIMENT SCORES: OVERALL Travel Sentiment Scores (TSS) are a measure of attitudes towards travel. Scores 1 and above indicate more positive than negative attitudes of travel Positive Negative 8 6 U.S. Adults Lives in West Region Likely to Visit Portland Compiled from Q26 Q31. Base: Total Respondents/Interested in visiting Portland 26

27 TRAVELER SENTIMENT SCORES: INTEREST IN TRAVEL Positive Negative 8 6 U.S. Adults Lives in West Region Likely to visit Portland Q.26 How would you describe your interest in taking a leisure trip this year compared to last year? 27

28 TRAVELER SENTIMENT SCORES: TIME FOR TRAVEL Positive Negative U.S. Adults Lives in West Region Likely to Visit Portland Q.27 Considering demands on your time, how would you describe your ability to take a leisure trip this year compared to last year? 28

29 TRAVELER SENTIMENT SCORES: PERSONAL FINANCES AVAILABLE FOR TRAVEL Positive Negative 6 U.S. Adults Lives in West Region Likely to visit Portland Q.28 Considering your personal finances, how would you describe your ability to take a leisure trip this year compared to last year? 29

30 TRAVELER SENTIMENT SCORES: AFFORDABILITY OF TRAVEL Positive Negative 6 U.S. Adults Lives in West Region Likely to Visit Portland Q.29 In terms of what travelers like yourself have to SPEND for transportation, lodging, food, and entertainment, on leisure trips, how would you say the affordability of travel has changed in the last year? 3

31 TRAVELER SENTIMENT SCORES: QUALITY OF SERVICE Positive Negative 8 6 U.S. Adults Lives in West Region Likely to Visit Portland Q.3 How would you describe the quality of service you receive on a leisure trip compared to last year? 31

32 TRAVELER SENTIMENT SCORES: SAFETY OF TRAVEL IN THE US Positive Negative 6 U.S. Adults Lives in West Region Likely to Visit Portland Q.31 In terms of the SAFETY of travel in the United States, would you say that travel safety is BETTER or WORSE than it was a year ago? 32

33 APPENDIX

34 RESEARCH METHODOLOGY The methodology for this study was as follows: The Wave II 14 travelhorizons TM survey was conducted from May 1-7; Responses were received from a nationally representative sample of 2,324 residents of the U.S. 18 years of age or older, including: 1,896 active leisure travelers (those who reported taking at least one leisure trip during the previous year); 1,139 active business travelers (those who reported taking at least one business trip during the previous year). 34

35 WAVE II June 14

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