Oregon 2009 Visitor Report June, 200
Table of Contents Introduction...... 3 Methodology.. 4 U.S. Travel Market Size & Structure.. 5 Oregon s Travel Market Size & Structure...... Overnight Trip Detail............ 8 Overnight Expenditures.. 9 Overnight Trip Characteristics... 24 Day Trip Detail....... 40 Day Trip Expenditures.... 4 Day Trip Characteristics........ 46 Demographic Profile of Visitors to Oregon....... 56 Appendix: Key Terms Defined........ 68 2
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 2009. 3
Methodology Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in the survey, for a total annual outgo of two million. A reminder is e-mailed 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
U.S. Travel Market Size & Structure
Millions of Trips Size of the U.S. Overnight Travel Market 2008 vs. 2009 Base: Total Overnight Trips 2,000-8.%,500,000 500,426,32 0 2008 2009 6
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
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
U.S. Market Trends for Overnight Trips 2009 vs. 2008 Base: Adult Overnight Trips All Overnight Trips -7 Marketable Trips -7 Visiting Friends/Relatives -6 Business Trips -2-20 -0 0 0 Percent Change 9
Structure of the U.S. Overnight Travel Market Trends Base: Adult Overnight Trips 43 Visiting friends/relatives 43 42 45 Marketable 44 43 2 Business 3 5 0 20 40 60 Percent 2009 2008 2007 0
Oregon s Travel Market Size & Structure
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
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
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
Oregon s Overnight Travel Market by Trip Purpose Base: Total Overnight Trips Marketable Trips 47% Visits to Friends/Relatives 43% Business Trips 0% 5
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
Oregon s Day Travel Market by Trip Purpose Base: Total Day Trips Marketable Trips 63% Visits to Friends/Relatives 26% Business Trips % 7
Overnight Trip Detail
Overnight Expenditures
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
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Trips 00 80 60 40 20 0 $53 Lodging $4 Restaurant Food & Beverage $34 Retail Purchases $22 Transportation at Destination $6 Recreation/ Sightseeing/ Entertainment 2
Dollars Average Per Person Expenditures on Overnight by Trip Purpose Base: Total Overnight Trips 500 400 300 200 00 0 $55 Leisure $277 Business 22
Dollars Average Per Party Expenditures on Overnight Trips By Trip Purpose Base: Total Overnight Trips 300 200 00 $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
Overnight Trip Characteristics
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 3 5 7 7 9 2 2 4 6 8 9 22 24 27 0 0 20 30 Percent Oregon US Norm 25
State Origin Of Trip Base: Overnight Marketable Trips to Oregon Oregon 55 Washington 20 California Idaho 3 0 20 40 60 Percent 26
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 4 3 3 3 2 2 0 0 20 30 40 50 Percent 27
Season of Trip Base: Overnight Marketable Trips January-March 22 April-June 27 July-September 33 October-December 9 0 0 20 30 40 50 Percent 28
Percent Method of Planning Trip Base: Overnight Marketable Trips 80 60 40 20 49 53 58 50 0 3 Internet Travel Agent Other/None 5 Oregon US Norm 29
Percent Method of Booking Trip Base: Overnight Marketable Trips 80 60 40 20 44 50 57 48 0 3 Internet Travel Agent Other/None 5 Oregon US Norm 30
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 3 7 8 0 23 26 27 28 24 23 0 0 20 30 40 Percent Oregon US Norm 3
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 32 3-4 nights 24 5-6 nights 6 7+ nights 0 0 0 20 30 40 Percent 32
Size of Travel Party Base: Overnight Marketable Trips Oregon 2.6 0.7 Total = 3.3 US Norm 2.6 0.7 Total = 3.3 0 2 3 4 Average No. of People Adults Children 33
Transportation Base: Overnight Marketable Trips Personal Vehicles Own car/truck Camper, R.V Rental car Taxi Cab Motorcycle Bicycle 8 4 8 0 3 6 2 2 76 84 Commercial Vehicles Plane Bus Train Ship/Boat 7 4 5 3 3 3 4 5 0 20 40 60 80 00 Percent Oregon US Norm 34
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 3 5 3 5 4 4 5 4 3 2 3 3 5 4 7 8 9 2 3 6 20 23 24 26 27 0 0 20 30 Percent Oregon US Norm 35
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 3 4 8 8 7 7 7 9 0 0 0 6 6 5 5 2 4 22 23 22 2 2 9 9 2 26 27 36 34 38 0 0 20 30 40 Percent Oregon US Norm 36
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 7 6 6 7 5 4 5 5 5 7 4 4 4 5 4 3 4 3 4 3 3 9 0 0 20 30 40 Percent Oregon US Norm 37
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 2 2 3 2 2 2 2 2 < 0 0 20 30 40 Oregon Percent US Norm 38
Activities of Special Interest Base: Overnight Marketable Trips Historic places Cultural activities/attractions 23 25 26 32 Exceptional culinary experiences 2 2 Eco-tourism 6 9 Winery tours/wine tasting Traveling with grandchildren 4 4 4 7 0 0 20 30 40 Percent Oregon US Norm 39
Day Trip Detail
Day Trip Expenditures
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
Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Trips 40 30 20 0 $9 $5 $8 $7 0 Retail Purchases Restaurant Food & Beverage Transportation at Destination Recreation/ Sightseeing/ Entertainment 43
Dollars Average Per Person Expenditure on Day Trips by Trip Type Base: Total Day Trips 50 00 50 $74 $46 0 Leisure Business 44
Dollars Average Per Party Expenditures on Day Trips Base: Total Day Trips 00 80 60 40 $78 20 0 $44 Retail Purchases $40 Restaurant Food & Beverage $32 $35 $3 Transportation at Destination $22 $ Recreation/ Sightseeing/ Entertainment Leisure Business 45
Day Trip Characteristics
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 3 2 2 4 6 9 5 8 9 22 22 23 30 0 0 20 30 40 Percent Oregon US Norm 47
State Origin Of Trip Base: Day Marketable Trips Oregon 77 Washington 5 California 4 0 20 40 60 80 00 Percent 48
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 4 0 20 40 60 Percent 49
Season of Trip Base: Day Marketable Trips January-March 29 April-June 25 July-September 25 October-December 20 0 0 20 30 40 50 Percent 50
Size of Travel Party Base: Day Marketable Trips Oregon 2.2 0.6 Total = 2.8 US Norm 2.4 0.6 Total = 3.0 0 2 3 4 Average No. of People Adults Children 5
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 2 2 4 4 7 5 8 7 6 5 7 5 9 0 4 4 0 3 2 3 25 23 27 0 0 20 30 Oregon Percent US Norm 52
Activities and Experiences Base: Day Marketable Trips Art gallery Zoo Bar/disco/nightclub Swimming Skiing/snowboarding Brewery Motorcycle Touring Boating/sailing Theater 3 4 3 4 3 4 2 4 2 2 2 2 2 2 3 0 0 20 30 40 Oregon Percent US Norm 53
Activities and Experiences Base: Day Marketable Trips Dance Hunting Theme park Rock/pop concert Convention/Confer Biking Pro/college sports Golf Rodeo Spa 2 < < 3 6 0 0 20 30 40 Oregon Percent US Norm 54
Activities of Special Interest Base: Day Marketable Trips Historic places 20 26 Cultural activities/attractions 7 7 Eco-Tourism Winery tours/wine tasting Exceptional culinary experiences Traveling with grandchildren 4 4 3 4 3 3 7 7 0 0 20 30 Oregon Percent US Norm 55
Demographic Profile of Visitors to Oregon
Region of Residence Base: Marketable Trips Pacific Mountain South Atlantic Middle Atlantic West North Central West South Central East North Central 2 5 2 < 2 < < 87 96 0 20 40 60 80 00 Percent Day Overnight 57
Gender Base: Marketable Trips Male 47 47 Female 53 53 0 20 40 60 80 Day Percent Overnight 58
Age Base: Marketable Trips Average Day = 46.9 Average ON = 47.7 8-24 years 2 25-44 years 34 35 45-64 years 36 35 65+ years 8 9 0 20 40 60 Percent Day Overnight 59
Household Size Base: Marketable Trips Average Day = 2.6 members Average ON = 2.6 members member 9 23 2 members 37 37 3 members 4 members 3 5 8 8 5+ members 8 2 0 20 40 60 Percent Day Overnight 60
Income Base: Marketable Trips $50K+ 5 6 $00K-$49.9K 2 8 $75K-99.9k 5 $50K-$74.9K $25K-$49.9K 23 25 24 32 Under $25K 2 7 0 0 20 30 40 Percent Day Overnight 6
Marital Status Base: Marketable Trips Married/With partner 69 68 Never married 2 22 Divorced/Widowed / Separated 0 0 0 20 40 60 80 Percent Day Overnight 62
Children in Household Base: Marketable Trips No Children Under 8 64 65 Any child between 3-7 7 8 Any child between 6-2 6 5 Any child under 6 2 4 0 20 40 60 80 Percent Day Overnight 63
Education Base: Marketable Trips Post-graduate 2 4 College graduate 34 34 Some college 35 35 High school or less 6 8 Other 0 20 40 60 Day Percent Overnight 64
Employment Base: Marketable Trips Full-time/Self-employed 43 47 Part-time 0 Not employed/retired/ Other 43 46 0 0 20 30 40 50 60 Percent Day Overnight 65
Race Base: Marketable Trips White 92 9 African-American Other 7 8 0 20 40 60 80 00 Percent Day Overnight 66
Hispanic Background Base: Marketable Trips Yes 5 4 No 95 96 0 20 40 60 80 00 Day Percent Overnight 67
Appendix A: Key Terms Defined
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
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