Oregon 0 Visitor Report
Table of Contents Introduction...... Methodology.. 4 U.S. Travel Market Size & Structure..... 5 Oregon Travel Market Size & Structure... 9 Overnight Trip Detail............ 7 Overnight Trip Characteristics... 8 Day Trip Detail....... 6 Day Trip Characteristics........ 7 Demographic Profile of Visitors to Oregon....... 49 Appendix: Key Terms Defined........ 6
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, 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 of Oregon s domestic tourism business in 0.
Methodology Each quarter, a random cross-section of online sample is sent an e- mail invitation to participate in the survey. A reminder is e-mailed several days later to non-responders. For the 0 travel year, this yielded: 9,76 trips for analysis nationally: 5,70 overnight trips 75,996 day trips For Oregon, the following sample was achieved in 0: 4,748 trips:,995 overnight trips, of which,08 were marketable trips,75 day trips, of which,0 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 Structure & Trends
Millions of Trips Total Size of the U.S. Travel Market 009-0 Base: Total Overnight Trips,000.0%,500,000 500,,67,4,45,480 0 009 00 0 0 0 6
Structure of the U.S. Travel Market 0 Overnight Trips Base: Adult Overnight Trips Visits to Friends/Relatives 44% Business-Leisure 4% Business 0% Marketable 4% 7
U.S. Market Trends for Overnight Trips 0 vs. 0 Base: Total Overnight Trips All Overnight Trips Visiting Friends/Relatives Marketable Trips Business-Leisure Trips - Business Trips - -0-5 0 5 0 Change 8
Oregon Travel Market Size & Structure
Total Size of Oregon s Travel Market Total Person-Trips* = 77. Million Day Trips 60% 46.6 Million Overnight Trips 40% 0.6 Million *Total volume includes both adults and children 0
Oregon s Share of Adult Domestic Trips Base: Adult Person-Trips 4% % % %.%.%.9%.0% 0% 0 0 Day Overnight
Size of Oregon s Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 0.6 Million Adults 8% 4.7 Million Children 9% 5.9 Million
Oregon s Overnight Travel Market by Trip Purpose Base: Adult Overnight Person-Trips to Oregon Marketable 47% Business 9% VFR 44% *Marketable includes Business-Leisure
Oregon Regional Overnight Travel Volume* Base: Adult Overnight Person-Trips to Oregon Coast Region 0. Greater Portland Region 9.5 Willamette Valley Region 5. Central Region.8 Southern Region.7 Mt. Hood-Columbia River Gorge Region.7 Eastern Region.0 0 4 6 8 0 Millions *Adds to more than total state overnight volume because people may visit more than one region on a trip 4
Size of Oregon s Day Travel Market Adults vs. Children Total Day Person-Trips = 46.6 Million Adults 79% 7 Million Children % 9.6 Million 5
Oregon s Day Travel Market by Trip Purpose Base: Adult Day Person-Trips to Oregon Marketable 59% Business 8% VFR % *Marketable includes Business-Leisure 6
Overnight Trip Detail
Overnight Trip Characteristics
Main Purpose of Marketable Trip Oregon vs. National Norm Base: Overnight Marketable Trips Touring Outdoors Special Event Resort City Trip Casino Cruise Theme Park Ski/Snowboarding Golf 4 7 4 5 7 0 8 4 9 0 0 0 0 Oregon US Norm 9
State Origin Of Trip Base: Overnight Marketable Trips Oregon 5 Washington 6 California Texas New York Idaho Illinois 0 0 40 60 0
DMA Origin Of Trip Base: Overnight Marketable Trips Portland, OR Eugene, OR Seattle-Tacoma, WA Medford-Klamath Falls, CA/OR San Francisco-Oakland-San Jose, CA Los Angeles, CA Bend, OR Yakima, WA Sacramento-Stockton-Modesto, CA New York City, NY Spokane, ID/WA Washington, DC 5 4 0 6 0 0 0 0 40
Season of Trip Base: Overnight Marketable Trips January-March 0 April-June 5 July-September 4 October-December 0 0 0 0 40
Method of Planning Trip Base: Overnight Marketable Trips 80 60 40 6 65 0 9 5 0 9 Internet Travel Agent Other/None 9 Oregon US Norm
Method of Booking Trip Base: Overnight Marketable Trips 80 60 40 0 59 64 9 0 8 Internet Travel Agent Other/None 9 Oregon US Norm 4
Total Nights Away on Trip Base: Overnight Marketable Trips Average Oregon =.9 Nights Average US Norm =.5 Nights night 4 nights 8 0-4 nights 6 5-6 nights 0 0 7- nights 0 0 4+ nights 4 0 0 0 0 40 Oregon US Norm 5
Number of Nights Spent in Oregon Base: Overnight Marketable Trips with + Nights Spent In Oregon Average Nights Spent in Oregon =.9 night 9 nights 5-4 nights 5-6 nights 8 7+ nights 6 0 0 0 0 40 50 6
Size of Travel Party Base: Overnight Marketable Trips Oregon.5 0.8 Total =. US Norm.5 0.8 Total =. 0 4 Average No. of People Adults Children 7
Transportation Base: Overnight Marketable Trips Personal Vehicles Own car/truck Rental car Camper, R.V Motorcycle Bicycle 5 9 4 8 68 77 Commercial Vehicles Plane Train Taxi Cab Bus Ship/Boat 5 0 7 6 7 6 8 4 0 0 40 60 80 00 Oregon US Norm Responses to question: What types of transportation did you use on this trip? 8
Accommodation Base: Overnight Marketable Trips Motel Hotel Resort hotel Campground/trailer park/rv park Friend/relative's dwelling (not paid) Rented home/condo/apartment Rented cottage/cabin Time share Bed & breakfast Country inn/lodge Own home/condo/apartment/cabin Boat/cruise ship 4 4 5 4 5 4 7 6 6 6 9 9 7 8 0 7 7 7 7 6 6 0 0 0 0 40 Oregon US Norm 9
Activities and Experiences Base: Overnight Marketable Trips Shopping Beach/Waterfront National/State park Fine dining Landmark/Historic site Hiking/Backpacking Swimming Camping Casino Brewery Museum Bar/Disco/Nightclub Fishing Art gallery Fair/Exhibition/Festival 5 5 0 9 4 4 5 7 0 9 8 8 6 9 4 5 0 8 0 6 9 6 0 0 0 0 40 50 Oregon US Norm 0
Activities and Experiences (Cont d) Base: Overnight Marketable Trips Winery Biking Boating/Sailing Theater Spa Zoo Theme park Golf Dance Rock/Pop concert Rafting Hunting Mountain climbing Motorcycle touring Tennis 8 5 7 5 7 7 6 8 6 7 6 6 6 6 5 6 6 5 5 5 5 4 4 4 0 0 0 0 40 50 Oregon US Norm
Activities and Experiences (Cont d) Base: Overnight Marketable Trips Attend/Part in kids sports event Birding Skiing/Snowboarding Part in adult sports event Business meeting Rodeo Convention/conference Pro/College sports event Opera Watch Amateur/Youth Sports Part. In Amateur/Youth Sports Trade show Symphony 4 4 4 4 0 0 0 0 40 50 Oregon US Norm
Activities of Special Interest Base: Overnight Marketable Trips Historic places 8 Cultural activities/attractions 9 0 Exceptional culinary experiences 9 0 Eco-tourism Winery tours/wine tasting 9 9 Traveling with grandchildren 7 9 0 0 0 0 40 Oregon US Norm
Online Social Media Use by Travelers Base: Overnight Marketable Trips Used any social media for travel 79 77 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Connected with others interested in travel Read a travel blog 0 9 4 4 0 8 44 4 0 0 40 60 80 00 Oregon US Norm 4
Online Social Media Use by Travelers (Cont d) Base: Overnight Marketable Trips Used any social media for travel 79 77 Got travel advice "Followed" a destination/attraction Gave travel advice Contributed travel reviews Subscribed to a travel e-newsletter Tweeted about a trip Blogged about a trip 0 0 0 0 0 8 7 7 9 6 6 0 0 40 60 80 00 Oregon US Norm 5
Day Trip Detail
Day Trip Characteristics
Main Purpose of Marketable Trip Oregon vs. National Norm Base: Day Marketable Trips Touring Outdoors Shopping City Trip Special Event Casino Resort Ski/Snowboarding Cruise Theme Park Golf 6 0 6 6 0 4 0 5 6 0 5 7 0 0 0 0 Oregon US Norm 8
State Origin Of Trip Base: Day Marketable Trips Oregon 67 Washington 7 California 7 Idaho 0 0 40 60 80 9
DMA Origin Of Trip Base: Day Marketable Trips Portland, OR 50 Eugene, OR Seattle-Tacoma, WA 9 Medford-Klamath Falls, CA/OR 7 Bend, OR San Francisco-Oakland-San Jose, CA Boise, ID Los Angeles, CA 0 0 40 60 40
Season of Trip Base: Day Marketable Trips January-March April-June 4 July-September October-December 0 0 0 0 40 4
Size of Travel Party Base: Day Marketable Trips Oregon. 0.6 Total =.8 US Norm. 0.7 Total = 0 4 Average No. of People Adults Children 4
Activities and Experiences Base: Day Marketable Trips Shopping Beach/waterfront Hiking/backpacking National/state park Landmark/historic site Casino Fine dining Museum Fishing Swimming Camping Zoo Brewery Winery Fair/exhibition/festival 9 6 7 5 8 4 7 9 7 5 7 8 6 5 6 5 5 4 6 0 0 0 0 40 Oregon US Norm 4
Activities and Experiences (Cont d) Base: Day Marketable Trips Bar/disco/nightclub Theater Art gallery Birding Rafting Boating/sailing Skiing/snowboarding Hunting Biking Golf Dance Theme park Pro/college sports event Mountain climbing Rodeo 4 4 4 4 8 0 0 0 0 40 Oregon US Norm 44
Activities and Experiences (Cont d) Base: Day Marketable Trips Spa Watch Amateur/Youth Sports Rock/pop concert Symphony Trade show Tennis Attended/Part in kids sports event Part. In Amateur/Youth Sports Participate in adult sports event Motorcycle Touring Opera Convention/Conference Business Meeting < 0 0 0 0 40 Oregon US Norm 45
Activities of Special Interest Base: Day Marketable Trips Historic places 5 0 Cultural activities/attractions 0 Exceptional culinary experiences 5 Eco-Tourism 7 0 Winery tours/wine tasting 6 9 Traveling with grandchildren 5 5 0 0 0 0 40 Oregon US Norm 46
Social Media Use by Travelers Base: Day Marketable Trips Used any social media for travel 74 7 Used Smartphone while traveling Read travel reviews online Posted travel photos/video online Looked at travel photos/video online Accessed travel deals/news/promotions Read a travel blog Connected to others interested in travel 5 0 8 4 7 8 4 4 4 0 0 40 60 80 Oregon US Norm 47
Social Media Use by Travelers (Cont d) Base: Day Marketable Trips Used any social media for travel 74 7 Got travel advice via social networking Contributed travel reviews online "Followed" a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Gave travel advice via social networking Blogged about a trip 0 9 8 8 9 7 8 7 6 7 8 6 5 0 0 40 60 80 Oregon US Norm 48
Demographic Profile of Visitors to Oregon
Region of Residence Base: Total Marketable Trips Pacific Mountain South Atlantic East North Central Middle Atlantic West South Central West North Central East South Central New England 90 79 6 4 0 0 0 0 40 60 80 00 Day Overnight 50
Gender Base: Total Marketable Trips Male 47 5 Female 48 5 0 0 40 60 80 00 Day Overnight 5
Age Base: Total Marketable Trips Average Day = 44.8 Average ON = 45 8-4 years 5-44 years 40 4 45-64 years 9 65+ years 6 8 0 0 40 60 Day Overnight 5
Household Size Base: Total Marketable Trips Average Day =.8 members Average ON = members member 8 members 6 5 members 4 members 5+ members 6 7 5 5 5 0 0 0 0 40 50 Day Overnight 5
Household Income Base: Total Marketable Trips Average Day = $54,00 Average ON = $6,60 $50K+ 4 $00K-$49.9K $75K-99.9k 9 4 4 6 $50K-$74.9K 4 4 Under $49.9K 4 50 0 0 0 0 40 50 Day Overnight 54
Marital Status Base: Total Marketable Trips Married/With partner 6 65 Never married Divorced/Widowed/ Separated 6 0 0 40 60 80 00 Day Overnight 55
Children in Household Base: Total Marketable Trips No Children Under 8 54 56 Any child between -7 9 0 Any child between 6-0 4 Any child under 6 0 0 0 40 60 80 Day Overnight 56
Education Base: Total Marketable Trips Post-graduate 5 7 College graduate 6 6 Some college 8 High school or less 6 7 Other 0 0 0 0 40 Day Overnight 57
Employment Base: Total Marketable Trips Full-time/Self-employed 4 4 Part-time 5 Not employed/retired/ Other 4 44 0 0 40 60 Day Overnight 58
Race Base: Total Marketable Trips White 87 85 African-American Other 0 0 0 40 60 80 00 Day Overnight 59
Hispanic Background Base: Total Marketable Trips No 9 9 Yes 8 8 0 0 40 60 80 00 Day Overnight 60
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. 6
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. 6