Oregon 2015 Visitor Report

Transcription

1 Oregon 05 Visitor Report

2 Table of Contents Introduction Methodology.. 4 Key Findings. 5 Size & Structure of the U.S. Travel Market.. 9 Size & Structure of Oregon s Travel Market Overnight Trip Detail Overnight Trip Characteristics... Demographic Profile of Overnight Marketable Visitors. 47 Day Trip Detail Day Trip Characteristics Demographic Profile of Day Marketable Trip Visitors.. 7 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 007, our proprietary Longwoods Travel USA program was migrated from mail to online, 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 05.

4 Methodology Each quarter, a random cross-section of online sample is sent an invitation to participate in the survey. A reminder is ed several days later to non-responders. For the 05 travel year, this yielded: 7,64 trips for analysis nationally: 7,555 overnight trips 99,609 day trips For Oregon, the following sample was achieved in 05: 6,098 trips 4,080 overnight trips, of which,949 were marketable trips,08 day trips, of which,68 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 Key Findings

6 Key Findings In 05, Oregon had 8.9 million person trips - 40% were overnight trips and 60% were day trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip types were touring through the region and outdoors. The average number of nights spent in Oregon on an overnight trip was.9 nights and the average travel party size was. persons. 6

7 Key Findings (Cont d) Travelers on overnight trips to Oregon were more likely to travel in their own car and less likely to arrive by plane than the national average. Travelers on overnight trips to Oregon were most likely to engage social media by reading travel reviews, posting photos online and looking at travel photos online. The top states of origin for overnight trips were Oregon, Washington, California and Idaho. The top DMA s of origin were Portland, Seattle, Eugene, Medford-Klamath Falls, Los Angeles and San Francisco. The top five activities engaged in by travelers on overnight trips to Oregon were Shopping, visiting a Beach/Waterfront, visiting a National/State Park, visiting a Landmark/Historic Site, and Hiking/Backpacking. 7

8 Key Findings (Cont d) 85% of overnight visitors had visited Oregon before, and 75% said they had visited in the past year. 48% of overnight trips were planned months or less before the trip, and % did not plan anything in advance. Advice from relatives and friends was the most frequently cited source of planning information at 9%, while Hotel or Resort was the top ranked method of booking at %. 8

9 Size & Structure of the U.S. Travel Market

10 Millions of Trips Total Size of the U.S. Travel Market 0-05 Base: Total Overnight Person-Trips,000.4%,500, ,4,45,480,5,

11 Structure of the U.S. Travel Market 05 Overnight Trips Base: Total Overnight Person-Trips Visiting Friends/Relatives 44% Business-Leisure % Business 0% Marketable 4%

12 U.S. Market Trends for Overnight Trips 05 vs. 04 Base: Total Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives Marketable Trips Business-Leisure Trips 4 Business Trips Change

13 Size & Structure of Oregon s Travel Market

14 Total Size of the Oregon Travel Market in 05 Total Person-Trips = 8.9 Million Day Trips 60% 49.9 Million Overnight Trips 40%. Million 4

15 Oregon s Share of Adult Domestic Trips 4% % % %.%.%.%.9%.0%.0% 0% Day Overnight 5

16 Size of Oregon s Overnight Travel Market Adults vs. Children Overnight Person-Trips =. Million Adults 80% 6.4 Million Children 0% 6.7 Million 6

17 Oregon s Overnight Travel Market by Trip Purpose Adult Overnight Person-Trips = 6.4 Million 0.9 Million Visits to Friends/Relatives 4% Marketable* 5%.4 Million Business 8%. Million *Marketable includes Business-Leisure 7

18 Oregon Regional Overnight Travel Volume* Greater Portland Region Coast Region Willamette Valley Region 5. Central Region Southern Region.9 4. Mt. Hood-Columbia River Gorge Region. Eastern Region Millions of Person-Trips 8 *Adds to more than total state overnight volume because people may visit more than one region on a trip

19 Size of Oregon s Day Travel Market Adults vs. Children Day Person-Trips = 49.8 Million Adults 79% 9.6 Million Children % 0. Million 9

20 Oregon s Day Travel Market by Trip Purpose Visits to Friends/Relatives %. Million Adult Day Person-Trips = 9.6 Million Marketable* 6% Business 6% 5 Million.4 Million *Marketable includes Business-Leisure 0

21 Overnight Trip Detail

22 Overnight Trip Characteristics

23 Main Purpose of Marketable Trip Oregon vs. National Norm Base: Overnight Marketable Person-Trips Touring Outdoors Special event City trip Resort Casino Skiing/Snowboarding Cruise Theme park Golf Trip Oregon US Norm

24 State of Origin Base: Overnight Marketable Person-Trips Oregon 44 Washington 9 California Idaho Virginia New York Florida Texas

25 DMA of Origin Base: Overnight Marketable Person-Trips Portland, OR Seattle-Tacoma, WA Eugene, OR Medford-Klamath Falls, CA/OR Los Angeles, CA San Francisco-Oakland-San Jose, CA Yakima, WA Washington, DC New York City, NY Boise, ID

26 Season of Trip Base: Overnight Marketable Person-Trips January-March April-June 5 July-September October-December

27 Past Visitation Base: Overnight Marketable Person-Trips Ever Past Year Oregon U.S. Norm 7

28 Length of Trip Planning Base: Overnight Marketable Person-Trips More than year in advance months -5 months months month or less 0 Did not plan anything in advance Oregon US Norm 8

29 Trip Planning Information Sources Base: Overnight Marketable Person-Trips Advice from relatives or friends Online travel agencies Destination websites Hotel or resort Social Media Travel guide/other books Auto club/aaa Travel company websites Visitors' bureau/gov tourism office Oregon US Norm 9

30 Trip Planning Information Sources (Cont d) Base: Overnight Marketable Person-Trips Airline/commercial carrier 800/888 number Lodging sharing websites Magazine articles/ad Travel Agent/Company Radio show/ad Newspaper articles/ad TV program/ad Travel/ski show or exhibition Oregon US Norm 0

31 Method of Booking Trip Base: Overnight Marketable Person-Trips Hotel or resort Online travel agencies Destination websites Travel company websites Airline/commercial carrier Advice from relatives or friends 800/888 number Lodging sharing websites Auto club/aaa Oregon US Norm

32 Method of Booking Trip (Cont d) Base: Overnight Marketable Person-Trips Travel Agent/Company Travel guide/other books Visitors' bureau/gov tourism office TV program/ad Radio show/ad Magazine articles/ad Newspaper articles/ad Travel/ski show or exhibition Oregon US Norm

33 Devices Used for Trip Planning Base: Overnight Marketable Person-Trips Home (desktop) computer Laptop Smartphone 8 7 Tablet 7 None of these Oregon U.S. Norm

34 Devices Used During Trip Base: Overnight Marketable Person-Trips Smartphone Tablet 8 6 Laptop 8 9 None of these Oregon U.S. Norm 4

35 Total Nights Away on Trip Base: Overnight Marketable Person-Trips Average Oregon = 4. Nights Average US Norm =.9 Nights night nights nights nights 7- nights nights Oregon US Norm 5

36 Number of Nights Spent in Oregon Base: Overnight Marketable Person-Trips with + nights spent in Oregon Average Nights Spent in Oregon =.9 night nights 0-4 nights 5-6 nights nights

37 Size of Travel Party Base: Overnight Marketable Person-Trips Oregon Total =. US Norm Total =. 0 4 Average No. of People Adults Children 7

38 Transportation Base: Overnight Marketable Person-Trips Own car/truck Rental car Plane Camper, R.V Train Traditional Taxi Service Bus Online Taxi Service Ship/Boat Bicycle Motorcycle Oregon US Norm 8

39 Accommodations Base: Overnight Marketable Person-Trips Hotel/Motel Campground/trailer park/rv park Friends/relatives' dwelling (not paid for) Rented home/condo/apartment Bed & Breakfast Country Inn/Lodge Rented cottage/cabin Time Share Own home/condo/apt/second home Boat/cruise ship Other Oregon US Norm 9

40 Activities and Experiences Base: Overnight Marketable Person-Trips Shopping Beach/Waterfront National/State Park Landmark/Historic Site Hiking/Backpacking Fine Dining Camping Museum Swimming Brewery Casino Fishing Bar/Disco Winery Art Gallery Oregon US Norm

41 Activities and Experiences (Cont d) Base: Overnight Marketable Person-Trips Fair/Exhibition/Festival Biking Zoo Spa Theater Mountain Climbing Theme Park Birding Boating/Sailing Golf Rock/Pop Concert Dance Skiing Rafting Participated in adults sports event Oregon US Norm 4

42 Activities and Experiences (Cont d) Base: Overnight Marketable Person-Trips Hunting Spectator at amateur/youth sports Pro/College Sports Attended/participated in kids sports Glamping Trade Show Conference/Convention Participant in amateur/youth sports Rodeo Tennis Business Meeting Motorcycle Touring Symphony Dude Ranch Opera Oregon US Norm 4

43 Activities of Special Interest Base: Overnight Marketable Person-Trips Historic places Cultural activities/attractions Exceptional culinary experiences Brewery Tours/Beer Tasting Family Reunion Winery tours/wine tasting Eco-Tourism Traveling with grandchildren Wedding Religious Travel Medical Tourism Oregon US Norm 4

44 Online Social Media Use by Travelers Base: Overnight Marketable Person-Trips Used any social media for travel 76 7 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Connected with others interested in travel Got travel advice Oregon US Norm 44

45 Online Social Media Use by Travelers (Cont d) Base: Overnight Marketable Person-Trips Used any social media for travel 7 76 Contributed travel reviews "Followed" a destination/attraction Gave travel advice Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip Oregon US Norm 45

46 Organization Membership Base: Overnight Marketable Person-Trips AAA AARP 6 National Motor Club 5 7 Better World Club Oregon U.S. Norm 46

47 Traveler Demographic Profile - Overnight Marketable Trips

48 Gender Base: Overnight Marketable Person-Trips Male Female Oregon US Norm 48

49 Age Base: Overnight Marketable Person-Trips Oregon Average = 46 US Average = or older Oregon US Norm 49

50 Household Size Base: Overnight Marketable Person-Trips member 8 8 members 7 6 members members Oregon US Norm 50

51 Household Income Base: Overnight Marketable Person-Trips $50K+ 4 6 $00-$49.9K 5 6 $75K-$99.9K 5 7 $50K-$74.9K Under $49.9K Oregon US Norm 5

52 Marital Status Base: Overnight Marketable Person-Trips Married/ with partner Single/Never Married Separated/Divorced/Widowed Oregon US Norm 5

53 Children in Household Base: Overnight Marketable Person-Trips No Children Under Any child between -7 0 Any child between Any child under Oregon US Norm 5

54 Education Base: Overnight Marketable Person-Trips Post-graduate College graduate 8 4 Some college 4 High school or less 4 4 Other Oregon US Norm 54

55 Employment Base: Overnight Marketable Person-Trips Full-time/Self-employed 45 5 Part-time 0 Not employed/retired/student/other Oregon US Norm 55

56 Race Base: Overnight Marketable Person-Trips White 84 8 African-American 4 7 Other Oregon US Norm 56

57 Hispanic Background Base: Overnight Marketable Person-Trips No 9 9 Yes Oregon US Norm 57

58 Day Trip Detail

59 Day Trip Characteristics

60 Main Purpose of Day Marketable Trip Oregon vs. National Norm Base: Marketable Day Person-Trips Touring Outdoors City trip Shopping Special event Casino Resort Golf Trip Theme park Cruise Ski/Snowboarding < Oregon US Norm 60

61 State Of Origin Base: Marketable Day Person-Trips Oregon 66 Washington 8 California 6 Idaho

62 DMA Origin Of Trip Base: Marketable Day Person-Trips Portland, OR 48 Eugene, OR 5 Seattle-Tacoma, WA 9 Medford-Klamath Falls, CA/OR 7 Bend, OR San Francisco-Oakland-San Jose, CA Los Angeles, CA

63 Season of Trip Base: Marketable Day Person-Trips January-March April-June 5 July-September 9 October-December

64 Size of Travel Party Base: Marketable Day Person-Trips Oregon. 0.7 Total =.9 US Norm. 0.7 Total = 0 4 Average No. of People Adults Children 64

65 Activities and Experiences Base: Marketable Day Person-Trips Shopping Beach/Waterfront Hiking/Backpacking National/State Park Landmark/Historic Site Fine Dining Casino Swimming Brewery Winery Fair/Exhibition/Festival Fishing Museum Camping Biking Oregon US Norm 65

66 Activities and Experiences (Cont d) Base: Marketable Day Person-Trips Zoo Art Gallery Theater Birding Boating/Sailing Bar/Disco Mountain Climbing Dance Theme Park Spa Rock/Pop Concert Trade Show Hunting Part. in a sports event/tournament for adults Rafting Oregon US Norm 66

67 Activities and Experiences (Cont d) Base: Marketable Day Person-Trips Skiing Dude Ranch Attended/Participated in a sports event/tournament for kids Tennis Rodeo Spectator in an amateur or youth sporting event Golf Glamping Symphony Motorcycle Touring Conference/Convention Business Meeting Participant in an amateur or youth sporting event Pro/College Sports Opera Oregon US Norm 67

68 Activities of Special Interest Base: Marketable Day Person-Trips Historic places Cultural activities/attractions Exceptional culinary experiences Eco-Tourism Brewery tours/beer tasting Winery tours/wine tasting Family Reunion Traveling with grandchildren Religious Travel Wedding Medical Tourism Oregon US Norm 68

69 Social Media Use by Travelers Base: Marketable Day Person-Trips Used any social media for travel 7 70 Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Connected with others interested in travel Got travel advice Oregon US Norm 69

70 Social Media Use by Travelers (Cont d) Base: Marketable Day Person-Trips Used any social media for travel 7 70 Contributed travel reviews "Followed" a destination/attraction Gave travel advice Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip Oregon US Norm 70

71 Organization Membership Base: Marketable Day Person-Trips AAA 8 9 AARP 9 9 National Motor Club 4 Better World Club Oregon U.S. Norm 7

72 Traveler Demographic Profile - Day Marketable Trips

73 Gender Base: Marketable Day Person-Trips Male 4 45 Female Oregon U.S. Norm 7

74 Age Base: Marketable Day Person-Trips Average Oregon = 45 Average U.S. = or older Oregon U.S. Norm 74

75 Household Size Base: Marketable Day Person-Trips member 8 9 members 5 members members Oregon U.S. Norm 75

76 Household Income Base: Marketable Day Person-Trips Average Oregon = $54,60 Average U.S. = $6,760 $50K+ 4 $00-$49.9K 0 $75K-$99.9K 4 $50K-$74.9K Under $49.9K Oregon U.S. Norm 76

77 Marital Status Base: Marketable Day Person-Trips Married/ with partner 60 6 Single/Never Married 4 4 Separated/Divorced/Widowed Oregon U.S. Norm 77

78 Children in Household Base: Marketable Day Person-Trips No Children Under Any child between -7 9 Any child between 6-5 Any child under Oregon U.S. Norm 78

79 Education Base: Marketable Day Person-Trips Post-graduate 8 9 College graduate 6 9 Some college 6 9 High school or less 5 6 Other Oregon U.S. Norm 79

80 Employment Base: Marketable Day Person-Trips Full-time/Self-employed 4 49 Part-time 0 Not employed/retired/student/other Oregon U.S. Norm 80

81 Race Base: Marketable Day Person-Trips White 8 86 African-American 7 Other Oregon U.S. Norm 8

82 Hispanic Background Base: Marketable Day Person-Trips No 9 94 Yes Oregon U.S. Norm 8

83 Appendix A: Key Terms Defined

84 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. A Person-Trip is one trip taken by one visitor. Person-trips are the key unit of measure for this report. 84

85 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 Golf 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. 85