Oregon 2009 Visitor Report June, 2010
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- Amberly Burke
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1 Oregon 2009 Visitor Report June, 200
2 Table of Contents Introduction Methodology.. 4 U.S. Travel Market Size & Structure.. 5 Oregon s Travel Market Size & Structure Overnight Trip Detail Overnight Expenditures.. 9 Overnight Trip Characteristics Day Trip Detail Day Trip Expenditures Day Trip Characteristics Demographic Profile of Visitors to Oregon Appendix: Key Terms Defined
3 Introduction Longwoods International began tracking American travelers in 985, and has conducted large-scale syndicated visitor research quarterly since 990. In 2007, our proprietary Longwoods Travel USA program was migrated from mail to online, using the MarketTools Inc. ZoomPanel, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. It is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. This report provides an overview for Oregon s domestic tourism business in
4 Methodology Each quarter, a random cross-section of 500,000 panel members is sent an invitation to participate in the survey, for a total annual outgo of two million. A reminder is ed several days later to non-responders. In 2009, the completion rate for those accessing the Travel USA questionnaire was 9%. For the 2009 travel year, this yielded : 209,724 trips for analysis nationally: 34,0 overnight trips 75,73 day trips For Oregon, the following sample was achieved in 2009: 3,602 trips: 2,32 overnight trips, 847 of which were marketable trips 290 day trips, 755 of which were marketable trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 4
5 U.S. Travel Market Size & Structure
6 Millions of Trips Size of the U.S. Overnight Travel Market 2008 vs Base: Total Overnight Trips 2,000-8.%,500, ,426,
7 Size of the U.S. Overnight Travel Market Adults vs. Children Total Person-Trips =,32 Million,054 Million Adults 80% 258 Million Children 20% 7
8 Structure of the U.S. Travel Market 2009 Overnight Trips Base: Adult Overnight Trips Marketable Trips 45% Visits to Friends/Relatives 43% Business Trips 2% 8
9 U.S. Market Trends for Overnight Trips 2009 vs Base: Adult Overnight Trips All Overnight Trips -7 Marketable Trips -7 Visiting Friends/Relatives -6 Business Trips Percent Change 9
10 Structure of the U.S. Overnight Travel Market Trends Base: Adult Overnight Trips 43 Visiting friends/relatives Marketable Business Percent
11 Oregon s Travel Market Size & Structure
12 Total Size of Oregon s Travel Market Total Trips* = 65.7 Million Day Trips 58% 38.2 Million Overnight Trips 42% 27.5 Million *Total volume includes both adults and children 2
13 Percent Oregon s Share of Adult Domestic Trips Base: Total Trips 4.0% 3.0% 2.0%.0% 2.0%.9% 0.0% Day Overnight 3
14 Size of Oregon s Overnight Travel Market Adults vs. Children Total Trips = 27.5 Million Adults 80% 22. Million Children 20% 5.4 Million 4
15 Oregon s Overnight Travel Market by Trip Purpose Base: Total Overnight Trips Marketable Trips 47% Visits to Friends/Relatives 43% Business Trips 0% 5
16 Size of Oregon s Day Travel Market Adults vs. Children Total Day Trips = 38.2 Million Adults 8% 30.7 Million Children 9% 7.5 Million 6
17 Oregon s Day Travel Market by Trip Purpose Base: Total Day Trips Marketable Trips 63% Visits to Friends/Relatives 26% Business Trips % 7
18 Overnight Trip Detail
19 Overnight Expenditures
20 Total Overnight Spending by Sector Total Spending = $4.6 Billion Lodging 32% $.5 Billion Restaurant Food & Beverages 25% $. Billion Recreation 9% Transportation 3% $0.6 Billion Retail 2% $0.4 Billion $.0 Billion 20
21 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Trips $53 Lodging $4 Restaurant Food & Beverage $34 Retail Purchases $22 Transportation at Destination $6 Recreation/ Sightseeing/ Entertainment 2
22 Dollars Average Per Person Expenditures on Overnight by Trip Purpose Base: Total Overnight Trips $55 Leisure $277 Business 22
23 Dollars Average Per Party Expenditures on Overnight Trips By Trip Purpose Base: Total Overnight Trips $28 0 $48 Lodging $4 $35 Restaurant Food & Beverage $00 $04 Retail Purchases $74 $57 Transportation at Destination $48 $25 Recreation/ Sightseeing/ Entertainment Leisure Business 23
24 Overnight Trip Characteristics
25 Main Purpose of Marketable Trip Oregon vs. National Norm Base: Overnight Marketable Trips Touring Outdoors Special event Resort Casino City trip Ski/Snowboarding Cruise Theme park Percent Oregon US Norm 25
26 State Origin Of Trip Base: Overnight Marketable Trips to Oregon Oregon 55 Washington 20 California Idaho Percent 26
27 DMA Origin Of Trip Base: Overnight Marketable Trips Portland, OR 40 Seattle-Tacoma, WA 3 Eugene, OR 9 Medford-Klamath Falls, CA/OR 5 Bend, OR San Francisco-Oakland-San Jose, Spokane, ID/WA Los Angeles, CA Sacramento-Stockton-Modesto, CA Boise, ID Percent 27
28 Season of Trip Base: Overnight Marketable Trips January-March 22 April-June 27 July-September 33 October-December Percent 28
29 Percent Method of Planning Trip Base: Overnight Marketable Trips Internet Travel Agent Other/None 5 Oregon US Norm 29
30 Percent Method of Booking Trip Base: Overnight Marketable Trips Internet Travel Agent Other/None 5 Oregon US Norm 30
31 Total Nights Away on Trip Base: Overnight Marketable Trips Average Oregon = 4.5 Nights Average US Norm = 3.5 Nights night 2 nights 3-4 nights 5-6 nights 7-3 nights 4+ nights Percent Oregon US Norm 3
32 Number of Nights Spent in Oregon Base: Overnight Marketable Trip with + Nights Spent In Oregon Average Nights Spent in Oregon = 3.3 night 28 2 nights nights nights 6 7+ nights Percent 32
33 Size of Travel Party Base: Overnight Marketable Trips Oregon Total = 3.3 US Norm Total = Average No. of People Adults Children 33
34 Transportation Base: Overnight Marketable Trips Personal Vehicles Own car/truck Camper, R.V Rental car Taxi Cab Motorcycle Bicycle Commercial Vehicles Plane Bus Train Ship/Boat Percent Oregon US Norm 34
35 Accommodation Base: Overnight Marketable Trips Motel Other hotel Campground/trailer park/rv park Resort hotel Friends/relatives' dwelling (not paid for) Rented cottage/cabin Bed & breakfast Rented home/condo/apartment Time share Own condo/apartment/cabin/second home Country inn/lodge Boat/cruise ship Other Percent Oregon US Norm 35
36 Activities and Experiences Base: Overnight Marketable Trips Beach/Waterfront Shopping National/State park Fine dining Landmark/Historic site Hiking/Backpacking Camping Casino Swimming Museum Fishing Bar/Disco/Nightclub Winery Brewery Fair/Exhibition/Festival Percent Oregon US Norm 36
37 Activities and Experiences Base: Overnight Marketable Trips Art gallery Boating/Sailing Biking Dance Theater Zoo Spa Rafting Golf Pro/College sports event Theme park Mountain climbing Percent Oregon US Norm 37
38 Activities and Experiences Base: Overnight Marketable Trips Motorcycle touring Rock/Pop concert Opera Hunting Rodeo Skiing/Snowboarding Symphony Business meeting Convention/conference Tennis Trade show < Oregon Percent US Norm 38
39 Activities of Special Interest Base: Overnight Marketable Trips Historic places Cultural activities/attractions Exceptional culinary experiences 2 2 Eco-tourism 6 9 Winery tours/wine tasting Traveling with grandchildren Percent Oregon US Norm 39
40 Day Trip Detail
41 Day Trip Expenditures
42 Total Day Travel Spending by Sector Total Spending = $.9 Billion Retail 39% $0.6 Billion Restaurant Food & Beverages 3% $0.3 Billion Recreation 4% $0.3 Billion Transportation 6% $0.7 Billion 42
43 Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Trips $9 $5 $8 $7 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment 43
44 Dollars Average Per Person Expenditure on Day Trips by Trip Type Base: Total Day Trips $74 $46 0 Leisure Business 44
45 Dollars Average Per Party Expenditures on Day Trips Base: Total Day Trips $ $44 Retail Purchases $40 Restaurant Food & Beverage $32 $35 $3 Transportation at Destination $22 $ Recreation/ Sightseeing/ Entertainment Leisure Business 45
46 Day Trip Characteristics
47 Main Purpose of Marketable Trip Oregon vs. National Norm Base: Day Marketable Trips Touring City trip Outdoors Special event Casino Resort Ski/Snowboarding Theme park Cruise Percent Oregon US Norm 47
48 State Origin Of Trip Base: Day Marketable Trips Oregon 77 Washington 5 California Percent 48
49 DMA Origin Of Trip Base: Day Marketable Trips Portland, OR 57 Eugene, OR 5 Medford-Klamath Falls, CA/OR 9 Seattle-Tacoma, WA 6 Bend, OR Percent 49
50 Season of Trip Base: Day Marketable Trips January-March 29 April-June 25 July-September 25 October-December Percent 50
51 Size of Travel Party Base: Day Marketable Trips Oregon Total = 2.8 US Norm Total = Average No. of People Adults Children 5
52 Activities and Experiences Base: Day Marketable Trips Shopping Beach/waterfront National/state park Landmark/historic site Hiking/backpacking Casino Fine dining Fair/exhibition/festival Fishing Museum Camping Winery Oregon Percent US Norm 52
53 Activities and Experiences Base: Day Marketable Trips Art gallery Zoo Bar/disco/nightclub Swimming Skiing/snowboarding Brewery Motorcycle Touring Boating/sailing Theater Oregon Percent US Norm 53
54 Activities and Experiences Base: Day Marketable Trips Dance Hunting Theme park Rock/pop concert Convention/Confer Biking Pro/college sports Golf Rodeo Spa 2 < < Oregon Percent US Norm 54
55 Activities of Special Interest Base: Day Marketable Trips Historic places Cultural activities/attractions 7 7 Eco-Tourism Winery tours/wine tasting Exceptional culinary experiences Traveling with grandchildren Oregon Percent US Norm 55
56 Demographic Profile of Visitors to Oregon
57 Region of Residence Base: Marketable Trips Pacific Mountain South Atlantic Middle Atlantic West North Central West South Central East North Central < 2 < < Percent Day Overnight 57
58 Gender Base: Marketable Trips Male Female Day Percent Overnight 58
59 Age Base: Marketable Trips Average Day = 46.9 Average ON = years years years years Percent Day Overnight 59
60 Household Size Base: Marketable Trips Average Day = 2.6 members Average ON = 2.6 members member members members 4 members members Percent Day Overnight 60
61 Income Base: Marketable Trips $50K+ 5 6 $00K-$49.9K 2 8 $75K-99.9k 5 $50K-$74.9K $25K-$49.9K Under $25K Percent Day Overnight 6
62 Marital Status Base: Marketable Trips Married/With partner Never married 2 22 Divorced/Widowed / Separated Percent Day Overnight 62
63 Children in Household Base: Marketable Trips No Children Under Any child between Any child between Any child under Percent Day Overnight 63
64 Education Base: Marketable Trips Post-graduate 2 4 College graduate Some college High school or less 6 8 Other Day Percent Overnight 64
65 Employment Base: Marketable Trips Full-time/Self-employed Part-time 0 Not employed/retired/ Other Percent Day Overnight 65
66 Race Base: Marketable Trips White 92 9 African-American Other Percent Day Overnight 66
67 Hispanic Background Base: Marketable Trips Yes 5 4 No Day Percent Overnight 67
68 Appendix A: Key Terms Defined
69 Key Terms Defined An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home. A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. 69
70 Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Includes all leisure trips, with the exception of visits to friends/relatives Leisure Trips: includes all trips where the main purpose was one of the following: Visiting friends/relatives Touring through a region to experience its scenic beauty, history and culture Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating Special event, such as a fair, festival, or sports event City trip Cruise Casino Theme park Resort (ocean beach, inland or mountain resort) Skiing/snowboarding Business Trips: includes Conference/convention Other business trip Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure. 70
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