Oregon 015 Regional Visitor Report The Central Region
Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. 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 015 overnight visitor volume and travel expenditures for Oregon as well as for the Central Region in particular Strategic intelligence about the Central Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics
Methodology For each of the 014 and 015 travel years, a representative sample of visitors to the Central 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 8,01 overnight trips taken to Oregon in 014 and 015: 981 included a visit to the Central Region Of those, 51 were marketable trips
Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Central Region are reported for the 015 travel year, as are all Oregon state norms. To maximize statistical reliability, other Central Region data (trip characteristics and visitor profiles) are based on two years combined sample from 014 and 015 unless otherwise indicated. 5
Travel Market Size & Structure - 015
Size of the Central Region s Overnight Travel Market Total Overnight Trips to Oregon* =.1 Million Spent Time in the Central Region 1% 4. Million *Includes both adults and children 7
The Central Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Central Region = 4. Million Adults 77%. Million Children % 1 Million 8
The Central Region s Overnight Travel Market - by Trip Purpose Marketable 55% Business 5% VFR 40% *Marketable includes Business-Leisure 9
The Central Region vs. Oregon State by Trip Purpose Base: 015 Overnight Trips Marketable Trips 51 55 Visits to Friends/Relatives 40 41 Business 5 8 *Marketable includes Business-Leisure 0 10 0 0 40 50 60 70 10
015 Overnight Spending by Sector 015 Central Region Spending = $61 Million Lodging 9% Restaurant Food & Beverages % $9 Million $14 Million Recreation 10% $61 Million Transportation 1% Retail 16% $100 Million $71 Million 11
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 0 0 $4 10 $5 $18 $1 $11 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 1
Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 015 Overnight Marketable Trips 60 50 40 0 0 $51 10 $7 $19 $16 $14 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 1
Marketable Trip Characteristics and Visitor Profile 014/015
Main Purpose of Marketable Trip The Central Region vs. State Norm Outdoors Touring Resort Special event City trip Skiing/Snowboarding Casino Golf Trip Theme park Cruise 9 7 1 10 1 15 9 1 6 6 1 1 1 1 0 10 0 0 15
State Origin Of Overnight Trip Oregon 47 California 15 Washington 15 Florida 4 Virginia New York 0 10 0 0 40 50 16
DMA Origin Of Overnight Trip Portland, OR Eugene, OR Seattle-Tacoma, WA San Francisco-Oakland-San Jose, CA Los Angeles, CA Bend, OR Medford-Klamath Falls, OR/CA New York, NY/NJ/PA/CT Washington, DC 6 5 5 4 8 9 4 0 10 0 0 40 17
Other Oregon Regions Visited on Central Region Trip Coast Region 14 Mt. Hood/Columbia River Gorge 14 Greater Portland 10 Willamette Valley 10 Southern Region 9 Eastern Region 8 0 5 10 15 18
Season of Trip January - March 19 April - June 5 5 July - September 1 7 October - December 19 0 10 0 0 40 19
Past Visitation* Ever 69 85 Past Year 60 75 0 0 40 60 80 100 *New in 015, data is from 015 only 0
Length of Trip Planning* More than 1 year in advance 6-1 months -5 months months 1 month or less Did not plan anything in advance 5 4 8 11 18 17 19 16 17 4 0 1 *New in 015, data is from 015 only 0 10 0 0 40 1
Trip Planning Information Sources* Advice from relatives or friends Destination websites Hotel or resort Online travel agencies Auto club/aaa Visitors' bureau/gov tourism office Travel guide/other books Social Media Lodging sharing websites *New in 015, data is from 015 only 14 19 1 18 1 17 1 18 11 11 11 9 10 11 9 14 8 7 0 5 10 15 0
Trip Planning Information Sources* (Cont d) Travel company websites Airline/commercial carrier 800/888 number Radio show/ad TV program/ad Magazine articles/ad Travel/ski show or exhibition Travel Agent/Company Newspaper articles/ad *New in 015, data is from 015 only 4 4 5 6 6 6 7 8 9 10 0 5 10 15 0
Method of Booking Trip* Online travel agencies Hotel or resort Advice from relatives or friends Lodging sharing websites Travel Agent/Company Destination websites 800/888 number Auto club/aaa Travel company websites *New in 015, data is from 015 only 16 18 15 9 8 8 7 8 6 7 10 7 8 7 6 6 9 0 5 10 15 0 5 4
Method of Booking Trip* (Cont d) Airline/commercial carrier Visitors' bureau/gov tourism Magazine articles/ad TV program/ad Newspaper articles/ad Travel guide/other books Radio show/ad Travel/ski show or exhibition 1 4 4 4 4 4 8 *New in 015, data is from 015 only 0 5 10 15 0 5 5
Devices Used for Trip Planning* Home (desktop) computer 49 56 Laptop 41 46 Smartphone 5 8 Tablet 19 1 None of these 11 10 0 0 40 60 *New in 015, data is from 015 only 6
Devices Used During Trip* Smartphone 6 64 Tablet 1 6 Laptop 5 8 None of these 17 1 0 10 0 0 40 50 60 70 *New in 015, data is from 015 only 7
Total Nights Away on Trip Average Central Region = 4.0 Nights Average Oregon = 4. Nights 1 night 16 nights 7 9-4 nights 7 5-6 nights 11 1 7+ nights 15 17 0 10 0 0 8
Number of Nights Spent in the Central Region with 1+ Nights Spent in the Central Region Average Nights Spent in the Central Region =.9 1 night 0 nights 7-4 nights 5-6 nights 11 7+ nights 9 0 10 0 0 40 9
Size of Travel Party Central Region.6 0.8 Total =.4 Oregon.5 0.8 Total =. 0 1 4 Average No. of People Adults Children 0
Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Motorcycle Bicycle 10 10 18 17 74 7 Commercial Vehicles Plane Traditional Taxi Cab Bus Train Online Taxi Service* Ship/Boat 17 17 7 6 4 6 4 8 4 5 <1 0 0 40 60 80 *Category added in 015, data is from 015 only 1
Accommodation Hotel/Motel Campground/trailer park/rv park Friend/relative's dwelling (not paid) Bed & breakfast Rented home/condo/apartment Time share Country inn/lodge Own home/condo/apartment/cabin Rented cottage/cabin Boat/cruise ship Other 50 58 18 10 11 9 8 7 8 7 6 7 7 6 4 5 7 1 6 4 0 10 0 0 40 50 60
Activities and Experiences Shopping Hiking/Backpacking National/State Park Camping Fine Dining Landmark/Historic Site Brewery Fishing Swimming Beach/Waterfront Museum Biking Golf Skiing Casino 4 5 7 9 9 10 10 11 1 15 15 1 1 1 14 1 1 17 17 19 0 0 10 0 0 40 4 4 4 6 0 0 0 4
Activities and Experiences Mountain Climbing Bar/Disco Boating/Sailing Winery Art Gallery Theater Rafting Fair/Exhibition/Festival Spa Hunting Zoo Tennis Birding Pro/College Sports Attended/participated in kids sports 8 5 8 10 8 5 7 10 7 9 7 6 7 6 8 6 6 6 5 7 4 4 5 0 10 0 0 40 4
Activities and Experiences Rock/Pop Concert Spectator at amateur/youth sports Participated in adults sports event Theme Park Dance Participant in amateur/youth sports Motorcycle Touring Conference/Convention Trade Show Glamping* Rodeo Business Meeting Symphony Dude Ranch Opera *Category added in 015, data is from 015 only 4 5 4 1 1 1 1 1 <1 0 10 0 0 40 5
Activities of Special Interest Historic places Cultural activities/attractions Brewery Tours/Beer Tasting* Exceptional culinary experiences Winery tours/wine tasting Eco-Tourism Family Reunion* Traveling with grandchildren Wedding* Religious Travel* Medical Tourism* *Category added in 015, data is from 015 only 5 5 5 5 16 1 14 15 1 11 11 9 11 1 8 6 7 5 4 0 10 0 0 40 6
Online Social Media Use by Travelers Used any social media for travel 75 76 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 "Followed" a destination/attraction 17 16 1 15 1 11 7 7 4 6 7 7 5 7 0 0 40 60 80 7
Online Social Media Use by Travelers (Cont d) Used any social media for travel 75 76 Contributed travel reviews Got travel advice Gave travel advice Tweeted about a trip Blogged about a trip Subscribed to a travel e-newsletter 11 14 9 14 9 10 7 7 7 5 6 7 0 0 40 60 80 8
Organization Membership AAA 45 51 AARP 5 6 National Motor Club 5 7 Better World Club 4 5 0 0 40 60 9
Gender Male 48 60 Female 40 5 0 10 0 0 40 50 60 70 40
Age Average Age The Central Region = 45 Average Age Oregon = 46 18-4 years 11 1 5-44 years 41 40 45-64 years 7 9 65+ years 19 0 0 10 0 0 40 50 41
Household Size Average Household Size The Central Region =.7 Average Household Size Oregon =.8 1 member 17 18 members 7 8 members 19 0 4 members 15 16 5+ members 9 11 0 10 0 0 40 4
Household Income Average Household Income The Central Region = $7.K Average Household Income Oregon = $6.7K $150K+ 4 5 $100K-$149.9K 15 15 $75K-99.9k 15 18 $50K-$74.9K 6 Under $49.9K 6 44 0 10 0 0 40 50 4
Marital Status Married/With partner 66 67 Never married 1 1 Divorced/Widow ed/ Separated 1 1 0 0 40 60 80 44
Children in Household No Children Under 18 54 58 Any child between 1-17 18 0 Any child between 6-1 4 5 Any child under 6 16 17 0 0 40 60 45
Education Post-graduate College graduate 5 8 Some college 4 6 High school or less 14 15 Other 1 1 0 10 0 0 40 46
Employment Full-time/Self-employed 45 48 Part-time 11 1 Not employed/retired/ Other 40 44 0 10 0 0 40 50 47
Race White 85 84 African-American 4 5 Other 10 1 0 0 40 60 80 100 48
Hispanic Background No 9 9 Yes 7 8 0 0 40 60 80 100 49
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. A Person-Trip is one trip taken by one visitor Person-trips are the key unit of measure for this report. 51
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 Trip 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. 5