TRAVEL PORTLAND WAVE I MARCH 2016

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1 WAVE I MARCH 16

travelhorizons TM 16 PREPARED AND PUBLISHED BY: TRAVEL PORTLAND WAVE I MARCH 16 MMGY Global 423 South Keller Road, Suite 100 Orlando, FL 32810, 407-875-1111 MMGYGlobal.com 16 MMGY Global.

2 travelhorizons TM 16 PREPARED AND PUBLISHED BY: TRAVEL PORTLAND WAVE I MARCH 16 MMGY Global 423 South Keller Road, Suite 100 Orlando, FL 32810, MMGYGlobal.com 16 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.

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4 Source: MMGY Global, travelhorizons TM, 16 4

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Oregon for a vacation during the next 24

11 Not at all likely 34% Extremely/ very likely 21% Somewhat likely 16% Not very likely 29% TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total respondents 11 Source: MMGY Global, travelhorizons TM, 16

12 Percentage U.S. Adults Live in the West % Extremely/Very Likely to Visit Was not asked in September * Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total Respondents Source: MMGY Global, travelhorizons TM, 16 12

13 Percentage Extremely/very likely Somewhat likely Not very/not at all likely Was not asked in September Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total Respondents 13 Source: MMGY Global, travelhorizons TM, 16

14 Percentage Extremely/very likely Somewhat likely Not very/not at all likely * * 0 Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Live in the West 14 Source: MMGY Global, travelhorizons TM, 16

15 Percentage U.S. Adults Live in West Region * 40 36* Extremely/very likely Somewhat likely Not very/not at all likely * Denotes a statistically significant difference from U.S. Adults TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total respondents/live in West Source: MMGY Global, travelhorizons TM, 16 15

16 Percentage March March Extremely/Very Likely to Visit Portland Millennials Gen X Young Boomers Older Boomers Matures TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 16

17 Percentage March March * Under $50,000 $50,000-$99,999 $100,000-$149,999 $150,000 or more * Denotes a statistically significant difference from March TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 17

Percentage 30 Male Female % Extremely/Very Likely to Visit Portland Was not asked in September 13 29* 25 23 24 21 24 15 10 13 11 13 14 11 17 15 15 16 12 12 15 15 13 13 14 5 8 8 6 0 Mar 13 June 13 Dec

18 Percentage 30 Male Female % Extremely/Very Likely to Visit Portland Was not asked in September 13 29* Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March. TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 18

19 San Francisco Residents Frequency Extremely likely 5 Very likely 7 Somewhat likely 1 Not very likely 1 Not at all likely 0 Total Respondents 14 Caution: Extremely small sample size. Interpret with caution. TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Residents of San Francisco Source: MMGY Global, travelhorizons TM, 16 19

21 Percentage U.S. Adults Live in West 50 % Extremely/very interested in Visiting Was not asked in March June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 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? 21 Source: MMGY Global, travelhorizons TM, 16

22 Percentage Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested Was not asked in March * * June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 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?. 22 Source: MMGY Global, travelhorizons TM, 16

23 Percentage 60 Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested * * * June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March 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? Source: MMGY Global, travelhorizons TM, 16 23

24 Percentage Male Female June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 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 Source: MMGY Global, travelhorizons TM, 16 24

25 San Francisco Residents Frequency Very interested (5) Not at all interested (1) 0 Total Respondents 14 Caution: Extremely small sample size. Interpret with caution. 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: Residents of San Francisco Source: MMGY Global, travelhorizons TM, 16 25

27 Traveled for leisure purposes in the past 12 months ab a 0 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 Approximately how many vacations at least 50 miles from home have you taken in the past 12 months? Base: Total Respondents/Live in West region/likely to visit Portland 27 Source: MMGY Global, travelhorizons TM, 16

Traveled for leisure purposes in the past 12 months (Average number of trips). 6 5 4.9 ab 4 3.3 a 3 2.6 2 1 0 U.S.

28 Traveled for leisure purposes in the past 12 months (Average number of trips) ab a 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 Approximately how many vacations at least 50 miles from home have you taken in the past 12 months? Base: Total Respondents/Live in West region/likely to visit Portland Source: MMGY Global, travelhorizons TM, 16 28

29 Percentage bc U.S. Adults Live in West Region Likely to visit Portland 53 a 52 a a 33 a ab 0 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. Which of the following modes of transportation have you used on your vacation in the past 12 months? Source: MMGY Global, travelhorizons TM, 16 29

30 Lives in Western Region % Likely to Visit Portland % Active Travelers % Las Vegas, NV 35 bc Los Angeles, CA 28 c 27 c 21 Caribbean b Seattle, WA 24 c 25 c 14 San Francisco, CA 30 bc 24 c 19 Miami, FL ac 16 New York City, NY Orlando, FL a National Parks 29 b b Australia 18 c 15 San Diego, CA 25 bc 19 c 14 Niagara Falls, NY a 17 a Chicago, IL a 14 a Washington, DC Napa Valley, CA 16 c 15 c 11 Honolulu, HI 24 bc b New Orleans, LA Tampa, FL 7 14 a 13 c Houston, TX Dallas, TX a Denotes a statistically significant difference from those who live in the West b Denotes a statistically significant difference from those who are likely to visit Portland c Denotes a statistically significant difference from those who are active leisure travelers 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/active travelers Source: MMGY Global, travelhorizons TM, 16 30

32 Follow an influencer on any social media channel Yes, fewer than 5 people 21% No 53% Yes, between 5 and people 16% Yes, greater than people 10% TP41. Do you follow people you do not personally know on any social media channels? 32 Source: MMGY Global travelhorizons TM, 16

33 Percentage 60 U.S. Adults Likely to Visit Portland * 30 29* * Yes, fewer than 5 people Yes, between 5 and people Yes, greater than people No * Denotes a statistically significant difference from U.S. adults TP41. Do you follow people you do not personally know on any social media channels? 33 Source: MMGY Global travelhorizons TM, 16

34 U.S. Adults Likely to Visit Portland Facebook 79% 85%* Youtube Twitter 45% 49% 57%* 65%* Instagram 38% 51%* Snapchat LinkedIn 16% 15% 26%* 25%* Pinterest 18% 19% Other 3% 1% * Denotes a statistically significant difference from U.S. adults TP42. On which social media channels do you follow an influencer or influencers? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 34

35 U.S. Adults Likely to Visit Portland Yes, on Facebook 38% 67%* Yes, on Youtube 26% 50%* Yes, on Twitter % 43%* Yes, on Instagram 22% 42%* Yes, on Pinterest 10% %* Yes, on LinkedIn 8% 19%* Yes, on Snapchat Yes, unsure of social media channel/ other channel 2% 1% 8% 17%* No 9%* 44% * Denotes a statistically significant difference from U.S. adults TP43. Have you ever been inspired to book a leisure trip based on an influencer s post on social media? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 35

36 Yes, on Facebook Yes, on Youtube Yes, on Instagram Yes, on Twitter Yes, on Snapchat Yes, on Pinterest Yes, on LinkedIn Yes, unsure of social media channel/ other channel No U.S. Adults 2% 2% Likely to Visit Portland 24% % 18% 8% %* 8% 15%* 6% 15%* 11%* 38% 41%* 41%* 43% 48%* 58%* * Denotes a statistically significant difference from U.S. adults TP44. Has an influencer s post ever helped you decide on a place to stay, thing to do, attraction to visit, restaurant to dine at, etc. on a trip? Base: Those who follow an influencer on social media 36 Source: MMGY Global travelhorizons TM, 16

37 U.S. Adults Likely to Visit Portland Looking for travel inspiration 36% 54%* Enjoy the influencer's aesthetic/style 44% 50%* Enjoy the influencer's humor 47% 45% Because they are a celebrity 30% 41%* Looking for how to's 34% 35% * Denotes a statistically significant difference from U.S. adults TP45. What makes you follow an influencer? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 37

38 U.S. Adults % Likely to Visit Portland % Recommended or sponsored accounts on social media channels 49 57* Mass media 44 56* Word of mouth * Denotes a statistically significant difference from U.S. adults TP46. How do you discover influencers or brands to follow on social media? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 38

40 180 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 Wave IV I 14 II 14 Wave IV 14 I II Wave IV U.S. Adults Lives in West Region Likely to Visit Portland Compiled from Q26 Q31. Base: Total Respondents/Live in West/Likely to visit Portland Source: MMGY Global, travelhorizons TM, 16 40

41 0 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 Wave IV I 14 II 14 Wave IV 14 I II Wave IV 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? Source: MMGY Global, travelhorizons TM, 16 41

42 180 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 V I 14 II 14 V 14 I II V 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? Source: MMGY Global, travelhorizons TM, 16 42

43 160 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 V I 14 II 14 V 14 I II V 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? Source: MMGY Global, travelhorizons TM, 16 43

44 160 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 V I 14 II 14 V 14 I II V 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? Source: MMGY Global, travelhorizons TM, 16 44

45 180 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 V I 14 II 14 V 14 I II V U.S. Adults Lives in West Region Likely to Visit Portland Q.30 How would you describe the quality of service you receive on a leisure trip compared to last year? Source: MMGY Global, travelhorizons TM, 16 45

46 160 U.S. Adults Lives in West Region Likely to Visit Portland Positive Negative I 13 II 13 V I 14 II 14 V 14 I II V 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? Source: MMGY Global, travelhorizons TM, 16 46

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

WAVE II JUNE travelhorizons TM WAVE II 2014 PREPARED AND PUBLISHED BY: MMGY Global WAVE II June 14 travelhorizons TM WAVE II 14 PREPARED AND PUBLISHED BY: WAVE II JUNE 14 MMGY Global 423 South Keller Road, Suite 1 Orlando, FL 3281, 7-875-1111 MMGYGlobal.com 14 MMGY Global. All rights