Oregon 2011 Regional Visitor Report The Eastern Region
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1 Oregon 2011 Regional Visitor Report The Eastern Region
2 Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 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: Estimates of 2011 overnight visitor volume and travel expenditures for Oregon as well as for the Eastern Region in particular Strategic intelligence about the Eastern Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics 2
3 Methodology For each of the 2010 and 2011 travel years, a representative sample of visitors to the Eastern Region was identified through Travel USA. Respondents who visited Oregon were asked to identify with of the state s 7 tourism regions they spent time in with the aid of a visual map. Of the survey sample of 4,119 overnight trips taken to Oregon in 2010 and 2011: 287 included a visit to the Eastern Region Of those, 135 were marketable trips 3
4
5 Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Eastern Region are reported for the 2011 travel year, as are all Oregon state norms. To maximize statistical reliability, other Eastern Region data (trip characteristics and visitor profiles) are based on two years combined sample from 2010 and
6 Travel Market Size & Structure
7 Size of the Eastern Region s Overnight Travel Market Total Overnight Trips to Oregon* = 28.8 Million Spent Time in the Eastern Region 8 % 2.2 Million *Includes both adults and children 7
8 The Eastern Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Eastern Region = 2.2 Million Adults 81% 1.8 Million Children 19% 0.4 Million 8
9 The Eastern Region s Overnight Travel Market by Trip Purpose Marketable 54% Business 4% VFR 42% *Marketable includes Business-Leisure 9
10 Purpose of Trip The Eastern Region vs. Oregon State Base: 2011 Overnight Trips Marketable Trips Visits to Friends/Relatives Business *Marketable includes Business-Leisure 10
11 2011 Overnight Spending by Sector 2011 Eastern Region Spending = $207 Million Lodging 35% $72 Million Restaurant Food & Beverages 24% $51 Million Recreation 8% $18 Million Transportation 15% $31 Million Retail 18% $36 Million 11
12 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips $34 Lodging $19 $15 $13 $8 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 12
13 Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips $34 Lodging $19 $15 $13 $8 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 13
14 Marketable Trip Characteristics and Visitor Profile 2010/2011
15 Main Purpose of Marketable Trip Eastern Region vs. State Norm Outdoors Touring Special event Casino City trip Resort Cruise
16 State Origin Of Overnight Trip Oregon 60 Washington 21 Idaho 5 California 5 Colorado
17 DMA Origin Of Overnight Trip Portland, OR 38 Yakima, WA 15 Eugene, OR Boise, ID 10 9 Seattle-Tacoma, WA 7 Bend, OR Medford-Klamath Falls, CA/OR San Francisco-Oakland-San Jose, CA Denver, CO
18 Other Oregon Regions Visited on Eastern Region Trip Central Region 14 Mt. Hood/Columbia River Gorge 13 Greater Portland 10 Coast Region 10 Willamette Valley 5 Southern Region
19 Method of Planning Trip Internet Travel Agent Other/None 4 19
20 Method of Booking Trip Internet Travel Agent Other/None 4 20
21 Season of Trip January - March April - June July - September October - December
22 Total Nights Away on Trip Average Oregon = 3.8 Nights Average Eastern Region = 4.3 Nights 1 night nights nights nights nights
23 Number of Nights Spent in Eastern Region with 1+ Nights Spent In Eastern Region Average Nights Spent in Eastern Region = night 39 2 nights nights nights 7 7+ nights
24 Size of Travel Party Eastern Region Total = 3.8 Oregon Total = Average No. of People Adults Children 24
25 Transportation Own car/truck Personal Vehicles Camper, R.V Motorcycle Rental car 3 8 Bicycle 3 2 Commercial Vehicles Plane Ship/Boat
26 Accommodation Campground/trailer park/rv park Motel Hotel Resort hotel Friend/relative's dwelling (not paid) Rented cottage/cabin Own home/condo/apartment/cabin Country inn/lodge Boat/cruise ship Time share Rented home/condo/apartment Bed & breakfast
27 Activities and Experiences Camping Hiking/Backpacking National/State park Landmark/Historic site Casino Fishing Shopping Fine dining Beach/Waterfront Museum
28 Activities and Experiences (Cont d) Swimming Brewery Art gallery Fair/Exhibition/Festival Boating/Sailing Bar/Disco/Nightclub Biking Hunting Winery
29 Activities and Experiences (Cont d) Golf Rodeo Rafting Dance Motorcycle touring Mountain climbing Spa Theater Business Meeting Tennis
30 Activities of Special Interest Historic places Cultural activities/attractions Exceptional culinary experiences 9 13 Traveling with grandchildren Eco-tourism Winery tours/wine tasting
31 Gender Male Female
32 Age Average Age Eastern Region = 52 Average Age Oregon = years years years years
33 Household Size 1 member members members members members
34 Income $150K+ 6 6 $100K-$149.9K $75K-99.9k $50K-$74.9K $25K-$49.9K Under $25K
35 Marital Status Married/With partner Never married Divorced/Widowed/ Separated
36 Children in Household No Children Under Any child between Any child between Any child under
37 Education Post-graduate College graduate Some college High school or less Other
38 Employment Full-time/Self-employed Part-time Not employed/retired/ Other
39 Race White African-American 1 1 Other
40 Hispanic Background Yes 5 6 No
41 Appendix A: Key Terms Defined
42 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. 42
43 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. 43
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