Oregon 2011 Visitor Final Report

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1 Oregon 0 Visitor Final Report

2 Table of Contents Introduction Methodology.. U.S. Travel Market Size & Structure Oregon 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 007, 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 0. 3

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 0, the completion rate for those accessing the Travel USA questionnaire was 87%. For the 0 travel year, this yielded : 07,0 trips for analysis nationally: 38,77 overnight trips 68,3 day trips For Oregon, the following sample was achieved in 0: 3,69 trips:,363 overnight trips, 05 of which were marketable trips,33 day trips, 785 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.

5 U.S. Travel Market Structure & Trends

6 Millions of Trips Total Size of the U.S. Travel Market Base: Total Overnight Trips,000 3.%,500, ,3,367,

7 Size of the U.S. Overnight Travel Market Adults vs. Children Total Person-Trips =,3 Million Adults 80%,35 Million Children 0% 78 Million 7

8 Structure of the U.S. Travel Market 0 Overnight Trips Base: Adult Overnight Trips Visiting Friends/Relatives 5% Business % *Marketable 3% *Marketable includes Business-Leisure 8

9 U.S. Market Trends for Overnight Trips 0 vs. 00 Base: Adult Overnight Trips All Overnight Trips 3 Visiting Friends/Relatives Marketable Trips Business Trips Percent Change 9

10 Structure of U.S. Overnight Travel Market - Trends Base: Adult Overnight Trips Visiting friends/relatives Marketable Business Percent

11 Oregon Travel Market Size & Structure

12 Total Size of Oregon s Travel Market Total Person-Trips* = 73 Million Day Trips 6%. Million Overnight Trips 39% 8.8 Million *Total volume includes both adults and children

13 Percent Oregon s Share of Adult Domestic Trips Base: Adult Person-Trips.0% 3.0%.0%.0%.%.9% 0.0% Day Overnight 3

14 Size of Oregon s Overnight Travel Market Adults vs. Children Total Person-Trips = 8.8 Million Adults 8% 3. Million Children 9% 5. Million

15 Oregon s Overnight Travel Market by Trip Purpose Base: Adult Overnight Person-Trips to Oregon Marketable* 8% Business 9% VFR 3% *Marketable includes Business-Leisure 5

16 Size of Oregon s Day Travel Market Adults vs. Children Total Day Person-Trips =. Million Adults 8% 35.8 Million Children 9% 8. Million 6

17 Oregon s Day Travel Market by Trip Purpose Base: Adult Day Person-Trips to Oregon Marketable 6% Business 9% VFR 9% *Marketable includes Business-Leisure 7

18 Overnight Trip Detail

19 Overnight Expenditures

20 Total Overnight Spending by Sector Total Spending = $.8 Billion Lodging 37% $.8 Billion Restaurant Food & Beverages % $. Billion Recreation 9% $0. Billion Transportation % $0.7 Billion Retail 6% $0.8 Billion 0

21 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips $6 0 0 Lodging $0 Restaurant Food & Beverage $7 $ Retail Purchases Transportation at Destination $ Recreation/ Sightseeing/ Entertainment

22 Dollars Average Per Person Expenditures on Overnight by Trip Purpose Base: Total Overnight Person-Trips $63 $3 0 Leisure Business

23 Dollars Average Per Party Expenditures on Overnight Trips Base: Total Overnight Person-Trips $6 0 Lodging $ Restaurant Food & Beverage $80 Retail Purchases $67 Transportation at Destination $3 Recreation/ Sightseeing/ Entertainment Leisure Business* *Low business base 3

24 Overnight Trip Characteristics

25 Main Purpose of Marketable Trip Oregon vs. National Norm Base: Overnight Marketable Trips Outdoors Touring Special Event Resort City Trip Casino Cruise Golf Ski/Snowboarding Theme Park Percent Oregon US Norm 5

26 State Origin Of Trip Base: Overnight Marketable Trips Oregon 58 Washington California 9 Idaho Nevada Arizona Percent 6

27 DMA Origin Of Trip Base: Overnight Marketable Trips Portland, OR 3 Seattle-Tacoma, WA Eugene, OR 0 Medford-Klamath Falls, CA/OR Yakima, WA Bend, OR Los Angeles, CA San Francisco-Oakland-San Jose, CA Boise, ID Percent 7

28 Season of Trip Base: Overnight Marketable Trips January-March 9 April-June 7 July-September 37 October-December Percent 8

29 Percent Method of Planning Trip Base: Overnight Marketable Trips Internet Travel Agent Other/None 5 Oregon US Norm 9

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 = 3.8 Nights Average US Norm = 3.5 Nights night 7 6 nights nights nights nights 9 + nights Oregon Percent US Norm 3

32 Number of Nights Spent in Oregon Base: Overnight Marketable Trip with + Nights Spent In Oregon Average Nights Spent in Oregon =.9 night 30 nights 3 3- nights 5-6 nights 7 7+ nights Percent 3

33 Size of Travel Party Base: Overnight Marketable Trips Oregon Total = 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 Bicycle Motorcycle Commercial Vehicles Plane Bus Ship/Boat Train Percent Oregon US Norm 3

35 Accommodation Base: Overnight Marketable Trips Motel Hotel Campground/trailer park/rv park Resort hotel Friend/relative's dwelling (not paid) Rented home/condo/apartment Time share Bed & breakfast Rented cottage/cabin Own home/condo/apartment/cabin Country inn/lodge Boat/cruise ship Percent Oregon US Norm 35

36 Activities and Experiences Base: Overnight Marketable Trips Beach/Waterfront Shopping National/State park Fine dining Camping Hiking/Backpacking Landmark/Historic site Casino Swimming Museum Brewery Bar/Disco/Nightclub Oregon Percent US Norm 36

37 Activities and Experiences (Cont d) Base: Overnight Marketable Trips Art gallery Fishing Fair/Exhibition/Festival Winery Boating/Sailing Spa Biking Golf Zoo Dance Pro/College sports event Rock/Pop concert Theater Oregon Percent US Norm 37

38 Activities and Experiences (Cont d) Base: Overnight Marketable Trips Rafting Skiing/Snowboarding Theme park Motorcycle touring Mountain climbing Hunting Trade show Tennis Convention/conference Business meeting Rodeo Opera Symphony Oregon Percent US Norm 38

39 Activities of Special Interest Base: Overnight Marketable Trips Historic places 6 8 Cultural activities/attractions Exceptional culinary experiences 3 3 Eco-tourism Winery tours/wine tasting Traveling with grandchildren Oregon Percent US Norm 39

40 Day Trip Detail

41 Day Trip Expenditures

42 Total Day Travel Spending by Sector Total Spending = $.3 Billion Retail 36% Restaurant Food & Beverages 30% $0.7 Billion $0.8 Billion Recreation 6% $0.. Billion Transportation 8% $0. Billion

43 Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Person-Trips $9 $6 $9 $8 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment 3

44 Dollars Average Per Person Expenditure on Day Trips by Trip Type Base: Total Day Person-Trips $53 0 Leisure Business* *Low business base

45 Dollars Average Per Party Expenditures on Day Trips Base: Total Day Person-Trips $5 $3 $5 $ 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment *Low business base Leisure Business* 5

46 Day Trip Characteristics

47 Main Purpose of Marketable Trip Oregon vs. National Norm Base: Day Marketable Trips Outdoors Touring Shopping Special Event Casino City Trip Resort Theme Park Ski/Snowboarding Golf Cruise Percent Oregon US Norm 7

48 State Origin Of Trip Base: Day Marketable Trips Oregon 75 Washington 6 California Idaho Percent 8

49 DMA Origin Of Trip Base: Day Marketable Trips Portland, OR 57 Eugene, OR 3 Seattle-Tacoma, WA 8 Medford-Klamath Falls, CA/OR 7 Bend, OR Boise, ID Yakima, WA Chico-Redding, CA Percent 9

50 Season of Trip Base: Day Marketable Trips January-March 8 April-June July-September 7 October-December Percent 50

51 Size of Travel Party Base: Day Marketable Trips Oregon. 0.6 Total =.8 US Norm. 0.6 Total = Average No. of People Adults Children 5

52 Activities and Experiences Base: Day Marketable Trips Shopping Beach/waterfront Casino Hiking/backpacking Fine dining National/state park Landmark/historic site Fishing Fair/exhibition/festival Camping Museum Brewery Zoo Oregon Percent US Norm 5

53 Activities and Experiences (Cont d) Base: Day Marketable Trips Art gallery Winery Swimming Bar/disco/nightclub Theme park Boating/sailing Biking Pro/college sports event Theater Spa Golf Skiing/snowboarding Opera < Oregon Percent US Norm 53

54 Activities and Experiences (Cont d) Base: Day Marketable Trips Business Meeting Dance Motorcycle Touring Hunting Rafting Rodeo Symphony Mountain climbing Rock/pop concert Trade Show Tennis Convention/Conference Oregon Percent US Norm 5

55 Activities of Special Interest Base: Day Marketable Trips Historic places 8 Cultural activities/attractions 7 Exceptional culinary experiences 7 8 Eco-Tourism Winery tours/wine tasting Traveling with grandchildren Oregon Percent US Norm 55

56 Demographic Profile of Visitors to Oregon

57 Region of Residence Base: Day Marketable Trips Pacific Mountain South Atlantic West South Central East North Central Middle Atlantic West North Central Day Percent Overnight 57

58 Gender Base: Day Marketable Trips Male 5 3 Female Day Percent Overnight 58

59 Age Base: Day Marketable Trips Average Day = 3.3 Average ON = years 5- years years years Percent Day Overnight 59

60 Household Size Base: Day Marketable Trips Average Day =.9 members Average ON = 3 members member 0 0 members 3 3 members 5 5 members members Day Percent Overnight 60

61 Income Base: Day Marketable Trips $50K+ 3 6 $00K-$9.9K $75K-99.9k $50K-$7.9K 3 $5K-$9.9K 6 7 Under $5K Day Percent Overnight 6

62 Marital Status Base: Day Marketable Trips Married/With partner 69 7 Never married Divorced/Widowed/ Separated Percent Day Overnight 6

63 Children in Household Base: Day Marketable Trips No Children Under Any child between 3-7 Any child between Any child under Day Percent Overnight 63

64 Education Base: Day Marketable Trips Post-graduate College graduate 38 Some college High school or less 3 7 Other Day Percent Overnight 6

65 Employment Base: Day Marketable Trips Full-time/Self-employed 38 Part-time 3 Not employed/retired/ Other Day Percent Overnight 65

66 Race Base: Day Marketable Trips White 9 93 African-American Other Day Percent Overnight 66

67 Hispanic Background Base: Day Marketable Trips Yes 3 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. A Person-Trip is one trip taken by one visitor Person-trips are the key unit of measure for this report. 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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