Oregon 05 Regional Visitor Report The Coast Region
Introduction Longwoods International began tracking American travelers in 985, and has conducted large-scale syndicated visitor research quarterly since 990. 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 05 overnight visitor volume and travel expenditures for Oregon as well as for the Coast Region in particular Strategic intelligence about the Coast Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics
Methodology For each of the 04 and 05 travel years, a representative sample of visitors to the Coast 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 8,0 overnight trips taken to Oregon in 04 and 05:,0 included a visit to the Coast Region Of those,,80 were marketable trips
Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Coast Region are reported for the 05 travel year, as are all Oregon state norms. To maximize statistical reliability, other Coast Region data (trip characteristics and visitor profiles) are based on two years combined sample from 04 and 05 unless otherwise indicated. 5
Travel Market Size & Structure - 05
Size of the Coast Region s Overnight Travel Market Total Overnight Trips to Oregon* =. Million Spent Time in Coast Region % 0. Million *Includes both adults and children 7
The Coast Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Coast Region = 0. Million Adults 76% 7.8 Million Children 4%.5 Million 8
The Coast Region s Overnight Travel Market - by Trip Purpose Marketable 67% Business % VFR 0% *Marketable includes Business-Leisure 9
The Coast Region vs. Oregon State by Trip Purpose Base: 05 Overnight Trips Marketable Trips 5 67 Visits to Friends/Relatives 0 4 Business 8 *Marketable includes Business-Leisure 0 0 0 0 40 50 60 70 Coast Region Oregon 05 0
05 Overnight Spending by Sector 05 Coast Region Spending = $.8 Billion $75 Million Lodging 40% Restaurant Food & Beverages 5% $447 Million Recreation 9% $6 Million Transportation % Retail 5% $60 Million $88 Million
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 60 50 40 0 $5 0 $ 0 $9 $4 $ 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment
Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 05 Overnight Marketable Trips 60 50 40 0 $6 0 $7 0 $ $7 $ 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination
Marketable Trip Characteristics and Visitor Profile 04/05
Main Purpose of Marketable Trip The Coast Region vs. State Norm Touring Outdoors Resort Casino Special event City trip Golf Trip Theme park Cruise Skiing/Snowboarding 6 7 5 0 5 7 7 5 0 0 40 Coast Region Oregon 05 5
State Origin Of Overnight Trip Oregon 57 Washington California 7 Idaho 0 0 40 60 6
DMA Origin Of Overnight Trip Portland, OR Seattle-Tacoma, WA Eugene, OR Medford-Klamath Falls, OR/CA Boise, ID San Francisco-Oakland-San Jose, CA Spokane, ID/WA Yakima, WA Los Angeles, CA Bend, OR Sacramento-Stockton-Modesto, CA 6 47 0 0 0 0 40 50 7
Other Oregon Regions Visited on Coast Region Trip Greater Portland Mt. Hood/Columbia River Gorge 8 Willamette Valley 7 Southern Region 6 Central Region 6 Eastern Region 0 5 0 5 8
Season of Trip January - March April - June 5 7 July - September 0 October - December 0 0 0 0 40 Coast Region Oregon 05 9
Past Visitation* Ever 8 85 Past Year 74 75 0 0 40 60 80 00 Coast Region Oregon 05 *New in 05, data is from 05 only 0
Length of Trip Planning* More than year in advance 6- months -5 months months month or less Did not plan anything in advance 4 6 8 6 9 6 7 9 0 0 40 *New in 05, data is from 05 only Coast Region Oregon 05
Trip Planning Information Sources* Advice from relatives or friends Online travel agencies Destination websites Hotel or resort Social Media Travel guide/other books Auto club/aaa Travel company websites Visitors' bureau/gov tourism office *New in 05, data is from 05 only 7 7 8 9 0 0 4 4 6 9 9 7 8 8 0 5 0 5 0 5 Coast Region Oregon 05 7
Trip Planning Information Sources* (Cont d) Airline/commercial carrier 800/888 number Lodging sharing websites Magazine articles/ad Travel Agent/Company Radio show/ad Newspaper articles/ad TV program/ad Travel/ski show or exhibition *New in 05, data is from 05 only 4 4 4 4 4 6 6 7 7 7 9 0 5 0 5 0 5 Coast Region Oregon 05
Method of Booking Trip* Hotel or resort Online travel agencies Destination websites Advice from relatives or friends Lodging sharing websites 800/888 number Travel company websites Airline/commercial carrier Travel Agent/Company 6 8 9 0 8 8 7 7 7 8 5 9 4 8 6 0 5 0 5 0 5 Coast Region Oregon 05 *New in 05, data is from 05 only 4
Method of Booking Trip* (Cont d) Travel guide/other books Auto club/aaa Visitors' bureau/gov tourism office Magazine articles/ad TV program/ad Newspaper articles/ad Travel/ski show or exhibition Radio show/ad < < 4 4 6 0 5 0 5 0 5 Coast Region Oregon 05 *New in 05, data is from 05 only 5
Devices Used for Trip Planning* Home (desktop) computer Laptop 44 44 46 49 Smartphone 7 8 Tablet 9 None of these 0 4 0 0 0 0 40 50 Coast Region Oregon 05 *New in 05, data is from 05 only 6
Devices Used During Trip* Smartphone 64 64 Tablet 6 Laptop 7 8 None of these 7 9 0 0 0 0 40 50 60 70 Coast Region Oregon 05 *New in 05, data is from 05 only 7
Total Nights Away on Trip Average Coast Region =.5 Nights Average Oregon = 4. Nights night nights 9-4 nights 5 5-6 nights 7+ nights 0 5 0 0 0 0 40 Coast Region Oregon 05 8
Number of Nights Spent on the Coast with + Nights Spent on the Coast Average Nights Spent in the Coast Region =.5 night nights -4 nights 5 5-6 nights 7 7+ nights 4 0 0 0 0 40 9
Size of Travel Party Coast Region.5 0.7 Total =. Oregon.5 0.8 Total =. 0 4 Average No. of People Adults Children 0
Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Bicycle Motorcycle 8 0 7 7 86 Commercial Vehicles Plane Bus Traditional Taxi Cab Train Online Taxi Service* Ship/Boat 7 4 6 6 8 5 7 0 0 40 60 80 00 Coast Region Oregon 05 *Category added in 05, data is from 05 only
Accommodation Hotel/Motel Campground/trailer park/rv park Rented home/condo/apartment Friend/relative's dwelling (not paid) Rented cottage/cabin Bed & breakfast Country inn/lodge Own home/condo/apartment/cabin Time share Boat/cruise ship Other 7 8 6 5 7 5 8 4 7 4 4 4 6 4 6 58 7 8 0 0 0 0 40 50 60 70 Coast Region Oregon 05
Activities and Experiences Beach/Waterfront Shopping National/State Park Landmark/Historic Site Hiking/Backpacking Casino Fine Dining Camping Swimming Museum Fishing Brewery Winery Bar/Disco 59 0 40 4 6 9 4 4 4 0 9 7 6 4 4 7 0 8 0 8 0 0 0 40 60 Coast Region Oregon 05
Activities and Experiences (Cont d) Art Gallery Zoo Fair/Exhibition/Festival Biking Boating/Sailing Spa Birding Mountain Climbing Golf Theater Theme Park Glamping* Rafting Dance Rock/Pop Concert Spectator at amateur/youth sports *Category added in 05, data is from 05 only 7 9 6 7 5 8 5 7 5 5 5 6 4 5 4 5 5 6 5 4 4 0 0 40 60 Coast Region Oregon 05 4
Activities and Experiences (Cont d) Hunting Attended/participated in kids sports Participated in adults sports event Business Meeting Motorcycle Touring Pro/College Sports Tennis Trade Show Opera Rodeo Skiing Participant in amateur/youth sports Conference/Convention Dude Ranch 4 0 0 0 40 60 Coast Region Oregon 05 5
Activities of Special Interest Historic places Cultural activities/attractions Exceptional culinary experiences Brewery Tours/Beer Tasting* Winery tours/wine tasting Family Reunion* Eco-Tourism Traveling with grandchildren Wedding* Religious Travel* Medical Tourism* 6 6 5 44 5 7 5 7 5 0 0 9 8 9 0 0 0 0 40 50 Coast Region Oregon 05 *Category added in 05, data is from 05 only 6
Online Social Media Use by Travelers Used any social media for travel 7 76 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 Contributed travel reviews 5 5 5 6 4 4 7 6 7 7 7 7 0 0 40 60 80 Coast Region Oregon 05 7
Online Social Media Use by Travelers (Cont d) Used any social media for travel 7 76 Got travel advice "Followed" a destination/attraction Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip Blogged about a trip 4 8 7 0 6 7 5 7 5 5 0 0 40 60 80 Coast Region Oregon 05 8
Organization Membership AAA 46 45 AARP 6 National Motor Club 7 Better World Club 5 0 0 0 0 40 50 Coast Region Oregon 05 9
Gender Male 4 48 Female 5 57 0 0 40 60 Coast Region Oregon 05 40
Age Average Age The Coast Region = 47 Average Age Oregon = 46 8-4 years 9 5-44 years 9 40 45-64 years 9 65+ years 9 0 0 0 0 0 40 50 Coast Region Oregon 05 4
Household Size Average Household Size The Coast Region =.7 Average Household Size Oregon =.8 member 6 8 members 7 9 members 9 9 4 members 5 5 5+ members 0 0 0 0 40 Coast Region Oregon 05 4
Household Income Average Household Income The Coast Region = $6.5K Average Household Income Oregon = $6.7K $50K+ 4 $00K-$49.9K $75K-99.9k 5 5 $50K-$74.9K 5 Under $49.9K 44 46 0 0 0 0 40 50 Coast Region Oregon 05 4
Marital Status Married/With partner 66 66 Never married 9 Divorced/Widow ed/ Separated 5 0 0 0 0 40 50 60 70 Coast Region Oregon 05 44
Children in Household No Children Under 8 55 54 Any child between -7 7 0 Any child between 6-5 Any child under 6 7 9 0 0 40 60 Coast Region Oregon 05 45
Education Post-graduate 7 College graduate 4 8 Some college 4 0 High school or less 4 8 Other 0 0 0 0 40 Coast Region Oregon 05 46
Employment Full-time/Self-employed 4 45 Part-time Not employed/retired/ Other 44 47 0 0 0 0 40 50 Coast Region Oregon 05 47
Race White 84 88 African-American 4 Other 0 0 0 40 60 80 00 Coast Region Oregon 05 48
Hispanic Background No 94 9 Yes 6 8 0 0 40 60 80 00 Coast Region Oregon 05 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. 5
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