Oregon 01 Regional Visitor Report The Southern 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 01 overnight visitor volume and travel expenditures for Oregon as well as for the Southern Region in particular Strategic intelligence about the Southern Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics
Methodology For each of the 01 and 01 travel years, a representative sample of visitors to the Southern 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 5,75 overnight trips taken to Oregon in 01 and 01: 61 included a visit to the Southern Region Of those, 89 were marketable trips
Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Southern Region are reported for the 01 travel year, as are all Oregon state norms. To maximize statistical reliability, other Southern Region data (trip characteristics and visitor profiles) are based on two years combined sample from 01 and 01. 5
Travel Market Size & Structure - 01
Size of the Southern Region s Overnight Travel Market Total Overnight Trips to Oregon* = 0.6 Million Spent Time in the Southern Region 1%.7 Million *Includes both adults and children 7
The Southern Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Southern Region =.7 Million Adults 81% Million Children 19% 0.7 Million 8
The Southern Region s Overnight Travel Market by Trip Purpose VFR 4% Business 6% Marketable 51% *Marketable includes Business-Leisure 9
Purpose of Trip The Southern Region vs. Oregon State Base: 011 Overnight Trips Visits to Friends/Relatives 4 44 Marketable Trips 47 51 Business 6 9 0 10 0 0 40 50 60 Southern Region Oregon 01 *Marketable includes Business-Leisure 10
01 Overnight Spending by Sector 01 Southern Region Spending = $47 Million Lodging % $150 Million Restaurant Food & Beverages 5% $118 Million Recreation 10% $49 Million Transportation 1% $6 Million Retail 0% $9 Million 11
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 0 0 10 $ $6 $0 $14 $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: 011 Overnight Marketable Trips 50 40 0 0 $40 10 $6 $17 $16 $1 0 Lodging Restaurant Food & Beverage Recreation/ Sightseeing/ Entertainment Retail Purchases Transportation at Destination 1
Marketable Trip Characteristics and Visitor Profile 01/01
Main Purpose of Marketable Trip Southern Region vs. State Norm Outdoors Touring Special event Casino City trip Resort Cruise Golf Trip Theme park Skiing/snowboarding 7 4 16 15 1 8 6 11 6 1 4 1 0 10 0 0 40 Southern Region Oregon 01 15
State Origin Of Overnight Trip Oregon 44 California Washington 1 Florida Texas Nevada Colorado Minnesota New Jersey 0 10 0 0 40 50 16
DMA Origin Of Overnight Trip Medford-Klamath Falls, OR/CA Portland, OR Eugene, OR San Francisco-Oakland-San Jose, CA Seattle-Tacoma, WA Los Angeles, CA Sacramento-Stockton-Modesto, CA New York, NY/NJ/PA/CT Minneapolis-St. Paul, MN Dallas-Ft. Worth, TX Reno, NV Bend, OR 6 6 7 10 17 1 0 10 0 0 17
Other Oregon Regions Visited on Southern Region Trip Coast Region 16 Central Region 11 Willamette Valley 10 Mt. Hood/Columbia River Gorge 9 Greater Portland 7 Eastern Region 7 0 5 10 15 0 18
Method of Planning Trip 80 60 40 0 58 6 44 9 0 8 Internet Travel Agent Other/None 9 Southern Region Oregon 01 19
Method of Booking Trip 80 60 40 0 54 59 4 9 0 7 Internet Travel Agent Other/None 8 Southern Region Oregon 01 0
Season of Trip January - March 18 0 April - June 5 7 July - September 4 4 October - December 0 1 0 10 0 0 40 Southern Region Oregon 01 1
Total Nights Away on Trip Average Southern Region =.9 Nights Average Oregon =.9 Nights 1 night 0 nights 5 0-4 nights 7 5-6 nights 10 1 7+ nights 14 15 0 10 0 0 40 Southern Region Oregon 01
Number of Nights Spent in Southern Region with 1+ Nights Spent In Southern Region Average Nights Spent in Southern Region =.7 1 night nights 1-4 nights 5-6 nights 8 7+ nights 5 0 10 0 0 40
Size of Travel Party Southern Region.6 0.6 Total =. Oregon.5 0.8 Total =. 0 1 4 Average No. of People Adults Children 4
Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Bicycle Motorcycle 18 14 10 9 7 77 Commercial Vehicles Plane Bus Train Taxi Cab Ship/Boat 8 6 7 7 6 7 18 15 0 0 40 60 80 100 Southern Region Oregon 01 5
Accommodation Motel Hotel Campground/trailer park/rv park Resort hotel Friend/relative's dwelling (not paid) Bed & breakfast Time share Country inn/lodge Rented cottage/cabin Own home/condo/apartment/cabin Rented home/condo/apartment Boat/cruise ship Other 6 7 7 6 6 6 7 4 5 7 4 5 4 5 7 6 10 17 19 19 9 10 9 0 10 0 0 40 Southern Region Oregon 01 6
Activities and Experiences National/state park Hiking/backpacking Shopping Camping Landmark/historic site Swimming Fine dining Fishing Beach/waterfront Casino Museum Fair/exhibition/festival Boating/sailing Winery Attend/Participate in kids sports event/tournament 4 7 10 9 9 9 8 9 10 11 1 18 0 1 0 19 18 17 17 16 0 10 0 0 40 Southern Region Oregon 01 18 1 4 4 7 9 0 1 5 7
Activities and Experiences (Cont d) Bar/disco/nightclub Brewery Mountain climbing Theater Art gallery Spa Biking Golf Dance Rock/pop concert Theme park Rafting Hunting Skiing/snowboarding Participate in adult sports event/tournament 4 6 8 8 8 8 6 7 7 6 6 6 6 5 6 6 5 5 4 5 4 4 4 9 9 10 11 14 0 10 0 0 40 Southern Region Oregon 01 8
Activities and Experiences (Cont d) Pro/college sports Rodeo Zoo Motorcycle Touring Birding Participate in amateur/youth sports event Watch amateur/youth sports event Opera Tennis Trade Show Convention/Conference Symphony Business Meeting 4 4 4 6 4 4 4 4 4 4 0 10 0 0 40 Southern Region Oregon 01 9
Activities of Special Interest Historic places 5 8 Cultural activities/attractions 0 Exceptional culinary experiences 16 0 Winery tours/wine tasting Eco-tourism 11 11 10 11 Traveling with grandchildren 7 9 0 10 0 0 40 Southern Region Oregon 01 0
Online Social Media Use by Travelers Used any social media for travel 79 79 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Connected with others interested in travel 9 6 1 0 19 0 17 1 15 14 9 44 0 0 40 60 80 100 Southern Region Oregon 01 1
Online Social Media Use by Travelers (Cont d) Used any social media for travel 79 79 Got travel advice Contributed travel reviews Gave travel advice "Followed" a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 15 1 11 10 10 10 9 10 8 7 7 8 6 6 0 0 40 60 80 100 Southern Region Oregon 01
Gender Male 50 5 Female 48 50 0 0 40 60 80 100 Southern Region Oregon 01
Age Average Age Southern Region = 46.6 Average Age Oregon = 45 18-4 years 11 14 5-44 years 4 45-64 years 0 9 65+ years 18 0 0 40 60 Southern Region Oregon 01 4
Household Size 1 member 18 0 members 5 41 members 4 members 5+ members 11 14 17 15 15 15 0 10 0 0 40 50 60 Southern Region Oregon 01 5
Household Income $150K+ 4 5 $100K-$149.9K $75K-99.9k 14 14 16 17 $50K-$74.9K 1 4 Under $49.9K 4 4 0 10 0 0 40 50 Southern Region Oregon 01 6
Marital Status Married/With partner 65 65 Never married 0 Divorced/Widowed/ Separated 1 15 0 0 40 60 80 100 Southern Region Oregon 01 7
Children in Household No Children Under 18 54 61 Any child between 1-17 17 0 Any child between 6-1 17 4 Any child under 6 17 1 0 0 40 60 80 Southern Region Oregon 01 8
Education Post-graduate 17 0 College graduate 1 6 Some college 8 0 High school or less 17 17 Other 0 10 0 0 40 Southern Region Oregon 01 9
Employment Full-time/Self-employed 5 4 Part-time 1 1 Not employed/retired/ Other 44 5 0.0 0.0 40.0 60.0 Southern Region Oregon 01 40
Race White 81 85 African-American 5 Other 14 1 0 0 40 60 80 100 Southern Region Oregon 01 41
Hispanic Background No 90 9 Yes 8 10 0 0 40 60 80 100 Southern Region Oregon 01 4
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. 44
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. 45