Oregon 015 Regional Visitor Report The Mt. Hood-Columbia River Gorge 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 Mt. Hood-Columbia River Gorge Region in particular Strategic intelligence about the Mt. Hood-Columbia River Gorge 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 Mt. Hood-Columbia River Gorge 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: 767 included a visit to the Mt. Hood-Columbia River Gorge Region Of those, 46 were marketable trips
Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Mt. Hood-Columbia River Gorge Region are reported for the 015 travel year, as are all Oregon state norms. To maximize statistical reliability, other Mt. Hood-Columbia River Gorge 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 Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Total Overnight Trips to Oregon* =.1 Million Spent Time in Mt. Hood- Columbia River Gorge Region 10%. Million *Includes both adults and children 7
The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Mt. Hood-Columbia River Gorge Region =. Million Adults 78%.5 Million Children % 0.7 Million 8
The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market - by Trip Purpose Marketable 59% Business % VFR 8% *Marketable includes Business-Leisure 9
The Mt. Hood-Columbia River Gorge Region vs. Oregon State by Trip Purpose Base: 015 Overnight Trips Marketable Trips 51 59 Visits to Friends/Relatives 8 41 Business 8 *Marketable includes Business-Leisure 0 0 40 60 10
015 Overnight Spending by Sector 015 Mt. Hood-Columbia River Gorge Region Spending = $48 Million Lodging 6% $171 Million Restaurant Food & Beverages 6% $17 Million Recreation 9% $44 Million Retail 1% Transportation 16% $77 Million $64 Million 11
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 0 0 $41 $1 10 $19 $15 $11 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 1
Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 015 Overnight Marketable Trips 50 40 0 $50 0 10 $9 $18 $1 $11 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 1
Marketable Trip Characteristics and Visitor Profile 014/015
Main Purpose of Marketable Trip The Mt. Hood-Columbia River Gorge Region vs. State Norm Outdoors Touring Special event City trip Resort Skiing/Snowboarding Cruise Casino Theme park Golf Trip 1 1 1 4 6 7 8 8 10 10 1 15 8 7 0 10 0 0 9 15
State Origin Of Overnight Trip Oregon 7 Washington 19 California 10 Idaho 4 New York Florida 0 10 0 0 40 16
DMA Origin Of Overnight Trip Portland, OR Seattle-Tacoma, WA Eugene, OR Los Angeles, CA Yakima, WA San Francisco-Oakland-San Jose, CA New York, NY/NJ/PA/CT Sacramento-Stockton-Modesto, CA 5 9 6 0 10 0 0 40 17
Other Oregon Regions Visited on Mt. Hood-Columbia River Gorge Region Trip Greater Portland Coast Region 6 Central Region 18 Willamette Valley 15 Southern Region 1 Eastern Region 9 0 10 0 0 40 18
Season of Trip January - March 18 April - June 5 0 July - September 1 4 October - December 18 0 10 0 0 40 19
Past Visitation* Ever 64 85 Past Year 66 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 4 6-1 months 18 5-5 months months 16 17 19 1 month or less 0 1 Did not plan anything in advance 5 11 0 0 40 *New in 015, data is from 015 only 1
Trip Planning Information Sources* Destination websites Advice from relatives or friends Online travel agencies Travel guide/other books Hotel or resort Social Media Airline/commercial carrier Auto club/aaa Visitors' bureau/gov tourism office *New in 015, data is from 015 only 7 18 19 0 18 17 11 16 17 15 14 14 9 1 11 11 9 0 10 0 0
Trip Planning Information Sources* (Cont d) Lodging sharing websites Travel company websites Travel Agent/Company Magazine articles/ad 800/888 number Radio show/ad TV program/ad Travel/ski show or exhibition Newspaper articles/ad *New in 015, data is from 015 only 10 7 10 10 7 6 6 6 6 7 4 4 4 4 0 10 0 0
Method of Booking Trip* Hotel or resort Online travel agencies Destination websites Airline/commercial carrier Travel company websites Lodging sharing websites 800/888 number Advice from relatives or friends Travel guide/other books *New in 015, data is from 015 only 8 9 9 7 9 8 8 8 7 4 0 16 18 15 10 14 1 0 5 10 15 0 5 4
Method of Booking Trip* (Cont d) Travel Agent/Company Auto club/aaa TV program/ad Radio show/ad Travel/ski show or exhibition Visitors' bureau/gov tourism Magazine articles/ad Newspaper articles/ad 4 6 6 6 6 5 5 *New in 015, data is from 015 only 0 5 10 15 0 5 5
Devices Used for Trip Planning* Home (desktop) computer 45 49 Laptop 46 51 Smartphone 8 1 Tablet 1 7 None of these 10 0 0 40 60 *New in 015, data is from 015 only 6
Devices Used During Trip* Smartphone 64 71 Tablet 5 6 Laptop 7 8 None of these 1 17 0 0 40 60 80 *New in 015, data is from 015 only 7
Total Nights Away on Trip Average Mt. Hood-Columbia River Gorge Region = 4. Nights Average Oregon = 4. Nights 1 night nights 7 9-4 nights 19 5-6 nights 11 14 7+ nights 15 18 0 10 0 0 8
Number of Nights Spent in the Mt. Hood-Columbia River Gorge Region with 1+ Nights Spent in the Mt. Hood-Columbia River Gorge Region Average Nights Spent on the Mt. Hood-Columbia River Gorge Region =.0 1 night 48 nights 0-4 nights 17 5-6 nights 4 7+ nights 1 0 10 0 0 40 50 9
Size of Travel Party Mt. Hood- Columbia River Gorge.7 0.8 Total =.5 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 Bicycle Motorcycle 1 10 17 64 7 Commercial Vehicles Plane Train Traditional Taxi Cab Bus Online Taxi Service* Ship/Boat 8 8 8 6 6 6 4 5 17 4 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) Country inn/lodge Rented home/condo/apartment Bed & breakfast Time share Rented cottage/cabin Own home/condo/apartment/cabin Boat/cruise ship Other 58 58 0 18 1 11 9 7 8 8 8 8 5 6 5 7 4 4 7 4 0 10 0 0 40 50 60
Activities and Experiences National/State Park Hiking/Backpacking Shopping Landmark/Historic Site Beach/Waterfront Fine Dining Camping Brewery Museum Fishing Winery Mountain Climbing Swimming Casino Skiing 4 5 9 10 10 10 11 11 1 1 1 14 1 17 17 17 17 1 0 0 4 4 5 0 10 0 0 40 6 9 0 0 4 5 6
Activities and Experiences (Cont d) Bar/Disco Art Gallery Fair/Exhibition/Festival Boating/Sailing Attended/participated in kids sports Zoo Spa Rafting Biking Theater Rock/Pop Concert Theme Park Golf Participated in adults sports event Hunting 8 10 8 9 7 8 6 5 6 6 7 6 6 6 6 7 5 6 5 4 5 5 4 5 4 4 0 10 0 0 40 4
Activities and Experiences (Cont d) Pro/College Sports Birding Conference/Convention Participant in amateur/youth sports Rodeo Motorcycle Touring Dance Spectator at amateur/youth sports Trade Show Tennis Business Meeting Symphony Glamping* Opera Dude Ranch *Category added in 015, data is from 015 only 4 5 4 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 Family Reunion* Eco-Tourism Traveling with grandchildren Medical Tourism* Wedding* Religious Travel* 46 5 0 5 5 1 0 15 18 11 14 1 1 9 8 6 5 4 5 0 10 0 0 40 50 *Category added in 015, data is from 015 only 6
Online Social Media Use by Travelers Used any social media for travel 7 76 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Connected with others interested in travel Accessed travel news/events/deals/promotions Read a travel blog Contributed travel reviews 15 15 16 1 14 1 1 6 7 6 6 7 6 7 0 0 40 60 80 7
Online Social Media Use by Travelers (Cont d) Used any social media for travel 7 76 Got travel advice "Followed" a destination/attraction Subscribed to a travel e-newsletter Gave travel advice Tweeted about a trip Blogged about a trip 1 14 9 11 8 7 8 10 7 7 7 5 0 0 40 60 80 8
Organization Membership AAA 45 51 AARP 6 0 National Motor Club 7 8 Better World Club 5 6 0 0 40 60 9
Gender Male 48 50 Female 50 5 0 0 40 60 40
Age Average Age Mt. Hood-Columbia River Gorge Region = 4 Average Age Oregon = 46 18-4 years 11 15 5-44 years 40 4 45-64 years 9 9 65+ years 14 0 0 10 0 0 40 50 41
Household Size Average Household Size Mt. Hood-Columbia River Gorge Region =. Average Household Size Oregon =.8 1 member 18 19 members 5 7 members 18 19 4 members 5+ members 11 1 15 15 0 10 0 0 40 4
Household Income Average Household Income Mt. Hood-Columbia River Gorge Region = $68.4K Average Household Income Oregon = $6.7K $150K+ 4 6 $100K-$149.9K $75K-99.9k 15 15 17 15 $50K-$74.9K Under $49.9K 9 44 0 10 0 0 40 50 4
Marital Status Married/With partner 61 66 Never married 1 6 Divorced/Widowed/ Separated 1 1 0 10 0 0 40 50 60 70 44
Children in Household No Children Under 18 5 54 Any child between 1-17 0 Any child between 6-1 4 5 Any child under 6 17 18 0 0 40 60 45
Education Post-graduate 19 College graduate 8 9 Some college 4 High school or less 14 18 Other 1 1 0 10 0 0 40 50 46
Employment Full-time/Self-employed 45 49 Part-time 11 11 Not employed/retired/ Other 40 44 0 10 0 0 40 50 47
Race White 8 84 African-American 4 Other 14 1 0 0 40 60 80 100 48
Hispanic Background No 91 9 Yes 8 9 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