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travelhorizons TM 16 PREPARED AND PUBLISHED BY: TRAVEL PORTLAND WAVE I MARCH 16 MMGY Global 423 South Keller Road, Suite 100 Orlando, FL 32810, 407-875-1111 MMGYGlobal.com 16 MMGY Global. All rights reserved. This report is for use within the purchaser s own organization only. MMGY Global data or information may not be reproduced or communicated by any means to other people, organizations, or to the media without prior permission from MMGY Global.
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Not at all likely 34% Extremely/ very likely 21% Somewhat likely 16% Not very likely 29% TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total respondents 11 Source: MMGY Global, travelhorizons TM, 16
Percentage 40 35 U.S. Adults Live in the West % Extremely/Very Likely to Visit Was not asked in September 13 37 36* 30 25 15 10 24 19 18 10 10 10 26 12 28 16 13 25 14 29 19 29 17 27 19 21 5 0 Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total Respondents Source: MMGY Global, travelhorizons TM, 16 12
Percentage 90 80 70 60 Extremely/very likely Somewhat likely Not very/not at all likely Was not asked in September 13 79 78 77 75 70 67 68 68 65 65 64 63 50 40 30 10 0 19 21 17 17 18 17 19 11 12 14 13 16 16 10 10 10 12 13 14 15 17 16 15 Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total Respondents 13 Source: MMGY Global, travelhorizons TM, 16
Percentage 70 60 50 63 56 Extremely/very likely Somewhat likely Not very/not at all likely 61 55 55 52 48 49 48 45 49 48 40 37 36* 30 10 19 18 24 19 21 18 26 19 28 23 25 27 25 29 23 18 29 19 27 24 16* 0 Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a significant difference from March. TP1.How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Live in the West 14 Source: MMGY Global, travelhorizons TM, 16
Percentage U.S. Adults Live in West Region 70 63 60 50 48* 40 36* 30 21 16 16 10 0 Extremely/very likely Somewhat likely Not very/not at all likely * Denotes a statistically significant difference from U.S. Adults TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Total respondents/live in West Source: MMGY Global, travelhorizons TM, 16 15
Percentage March March 16 50 45 Extremely/Very Likely to Visit Portland 40 35 34 36 30 25 21 23 15 10 5 10 10 4 4 4 4 0 Millennials Gen X Young Boomers Older Boomers Matures TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 16
Percentage March March 16 70 60 50 40 38* 37 30 12 13 22 21 25 31 10 0 Under $50,000 $50,000-$99,999 $100,000-$149,999 $150,000 or more * Denotes a statistically significant difference from March TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 17
Percentage 30 Male Female % Extremely/Very Likely to Visit Portland Was not asked in September 13 29* 25 23 24 21 24 15 10 13 11 13 14 11 17 15 15 16 12 12 15 15 13 13 14 5 8 8 6 0 Mar 13 June 13 Dec 13 Mar 14 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March. TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Source: MMGY Global, travelhorizons TM, 16 18
San Francisco Residents Frequency Extremely likely 5 Very likely 7 Somewhat likely 1 Not very likely 1 Not at all likely 0 Total Respondents 14 Caution: Extremely small sample size. Interpret with caution. TP1. How likely are you to visit Portland, Oregon for a vacation during the next 24 months? Base: Residents of San Francisco Source: MMGY Global, travelhorizons TM, 16 19
Percentage U.S. Adults Live in West 50 % Extremely/very interested in Visiting Was not asked in March 14 47 48 45 42 43 42 42 40 38 39 35 30 25 26 30 27 32 30 32 26 26 32 31 29 31 33 23 15 10 5 0 June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years? 21 Source: MMGY Global, travelhorizons TM, 16
Percentage 45 40 35 30 25 15 10 5 Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested Was not asked in March 14 41 38 36 33 33 34 34 34 32 33 30 29* 26 27 26 26 31 31 31* 22 23 22 21 21 23 18 18 19 16 15 16 17 16 17 17 15 33 32 19 16 0 June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years?. 22 Source: MMGY Global, travelhorizons TM, 16
Percentage 60 Very/Extremely Interested Somewhat Interested Not Very Interested Not at All Interested 50 40 30 10 0 47 48 42 43 42 42 38 39 36 31 32 27 32 26 26 30 25* 28 23 23 23 21 24 25 19 17 24 19 16* 19 19 15 15 17 17 15 16 13 13 13 13 9* June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 * Denotes a statistically significant difference from March Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years? Source: MMGY Global, travelhorizons TM, 16 23
Percentage Male Female 40 35 30 25 27 24 30 24 22 31 25 29 28 23 27 25 35 34 29 29 31 27 36 25 38 27 15 10 5 0 June 13 Sept 13 Dec 13 June 14 Sept 14 Dec 14 Mar June Sept Dec Mar 16 Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years? Base: Male/Female Source: MMGY Global, travelhorizons TM, 16 24
San Francisco Residents Frequency Very interested (5) 4 4 9 3 1 2 0 Not at all interested (1) 0 Total Respondents 14 Caution: Extremely small sample size. Interpret with caution. Q.TP6: On a scale of 1 to 5 where 1 is 'not at all interested' and 5 is 'very interested', how interested are you in visiting Portland, Oregon for a vacation during the next 2 years? Base: Residents of San Francisco Source: MMGY Global, travelhorizons TM, 16 25
Traveled for leisure purposes in the past 12 months. 100 90 91 ab 80 70 60 50 40 30 10 71 78 a 0 U.S. Adults Lives in West Region Likely to visit Portland a Denotes statistically significant difference from U.S. adults b Denotes statistically significant difference from those who live in the West region Q.4 Approximately how many vacations at least 50 miles from home have you taken in the past 12 months? Base: Total Respondents/Live in West region/likely to visit Portland 27 Source: MMGY Global, travelhorizons TM, 16
Traveled for leisure purposes in the past 12 months (Average number of trips). 6 5 4.9 ab 4 3.3 a 3 2.6 2 1 0 U.S. Adults Lives in West region Likely to Visit Portland b a Denotes statistically significant difference from U.S. adults. b Denotes statistically significant difference from those who live in the West region. Q.4 Approximately how many vacations at least 50 miles from home have you taken in the past 12 months? Base: Total Respondents/Live in West region/likely to visit Portland Source: MMGY Global, travelhorizons TM, 16 28
Percentage 80 70 60 50 40 71 bc 64 58 U.S. Adults Live in West Region Likely to visit Portland 53 a 52 a 41 38 a 33 a 30 26 10 10 12 ab 0 Personal Vehicle Airline Rental Car Train a Denotes statistically significant difference from U.S. adults b Denotes statistically significant difference from those who live in the West c Denotes statistically significant difference from those who are likely to visit Portland Q9. Which of the following modes of transportation have you used on your vacation in the past 12 months? Source: MMGY Global, travelhorizons TM, 16 29
Lives in Western Region % Likely to Visit Portland % Active Travelers % Las Vegas, NV 35 bc 29 28 Los Angeles, CA 28 c 27 c 21 Caribbean 28 25 30 b Seattle, WA 24 c 25 c 14 San Francisco, CA 30 bc 24 c 19 Miami, FL 13 24 ac 16 New York City, NY 22 22 25 Orlando, FL 18 21 24 a National Parks 29 b 21 26 b Australia 18 c 15 San Diego, CA 25 bc 19 c 14 Niagara Falls, NY 13 18 a 17 a Chicago, IL 10 17 a 14 a Washington, DC 13 16 15 Napa Valley, CA 16 c 15 c 11 Honolulu, HI 24 bc 14 18 b New Orleans, LA 13 14 16 Tampa, FL 7 14 a 13 c Houston, TX 11 13 10 Dallas, TX 10 13 11 a Denotes a statistically significant difference from those who live in the West b Denotes a statistically significant difference from those who are likely to visit Portland c Denotes a statistically significant difference from those who are active leisure travelers Q33. Which of the following destinations you are you interested in visiting on a future leisure trip? Base: Interested in Visiting Portland/Live in West region/active travelers Source: MMGY Global, travelhorizons TM, 16 30
Follow an influencer on any social media channel Yes, fewer than 5 people 21% No 53% Yes, between 5 and people 16% Yes, greater than people 10% TP41. Do you follow people you do not personally know on any social media channels? 32 Source: MMGY Global travelhorizons TM, 16
Percentage 60 U.S. Adults Likely to Visit Portland 53 50 40 41* 30 29* 21 16 19* 10 10 11 0 Yes, fewer than 5 people Yes, between 5 and people Yes, greater than people No * Denotes a statistically significant difference from U.S. adults TP41. Do you follow people you do not personally know on any social media channels? 33 Source: MMGY Global travelhorizons TM, 16
U.S. Adults Likely to Visit Portland Facebook 79% 85%* Youtube Twitter 45% 49% 57%* 65%* Instagram 38% 51%* Snapchat LinkedIn 16% 15% 26%* 25%* Pinterest 18% 19% Other 3% 1% * Denotes a statistically significant difference from U.S. adults TP42. On which social media channels do you follow an influencer or influencers? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 34
U.S. Adults Likely to Visit Portland Yes, on Facebook 38% 67%* Yes, on Youtube 26% 50%* Yes, on Twitter % 43%* Yes, on Instagram 22% 42%* Yes, on Pinterest 10% %* Yes, on LinkedIn 8% 19%* Yes, on Snapchat Yes, unsure of social media channel/ other channel 2% 1% 8% 17%* No 9%* 44% * Denotes a statistically significant difference from U.S. adults TP43. Have you ever been inspired to book a leisure trip based on an influencer s post on social media? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 35
Yes, on Facebook Yes, on Youtube Yes, on Instagram Yes, on Twitter Yes, on Snapchat Yes, on Pinterest Yes, on LinkedIn Yes, unsure of social media channel/ other channel No U.S. Adults 2% 2% Likely to Visit Portland 24% % 18% 8% %* 8% 15%* 6% 15%* 11%* 38% 41%* 41%* 43% 48%* 58%* * Denotes a statistically significant difference from U.S. adults TP44. Has an influencer s post ever helped you decide on a place to stay, thing to do, attraction to visit, restaurant to dine at, etc. on a trip? Base: Those who follow an influencer on social media 36 Source: MMGY Global travelhorizons TM, 16
U.S. Adults Likely to Visit Portland Looking for travel inspiration 36% 54%* Enjoy the influencer's aesthetic/style 44% 50%* Enjoy the influencer's humor 47% 45% Because they are a celebrity 30% 41%* Looking for how to's 34% 35% * Denotes a statistically significant difference from U.S. adults TP45. What makes you follow an influencer? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 37
U.S. Adults % Likely to Visit Portland % Recommended or sponsored accounts on social media channels 49 57* Mass media 44 56* Word of mouth 54 53 * Denotes a statistically significant difference from U.S. adults TP46. How do you discover influencers or brands to follow on social media? Base: Those who follow an influencer on social media Source: MMGY Global travelhorizons TM, 16 38
180 U.S. Adults Lives in West Region Likely to Visit Portland 160 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 Wave IV 13 14 I 14 II 14 Wave IV 14 I II Wave IV U.S. Adults 93 94 95 91 101 109 103 105 112 111 106 108 115 Lives in West Region 85 93 99 86 100 115 103 107 115 116 107 107 118 Likely to Visit Portland 141 124 117 111 127 154 143 148 141 150 148 143 161 16 Compiled from Q26 Q31. Base: Total Respondents/Live in West/Likely to visit Portland Source: MMGY Global, travelhorizons TM, 16 40
0 U.S. Adults Lives in West Region Likely to Visit Portland 180 160 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 Wave IV 13 14 I 14 II 14 Wave IV 14 I II Wave IV U.S. Adults 1 135 127 127 129 139 134 135 138 138 138 135 141 Lives in West Region 106 134 133 117 127 149 138 143 138 147 138 138 143 Likely to Visit Portland 154 157 155 152 153 175 165 174 159 169 169 163 180 16 Q.26 How would you describe your interest in taking a leisure trip this year compared to last year? Source: MMGY Global, travelhorizons TM, 16 41
180 U.S. Adults Lives in West Region Likely to Visit Portland 160 140 1 100 80 Positive Negative 60 40 0 13 I 13 II 13 V 13 14 I 14 II 14 V 14 I II V U.S. Adults 99 98 95 92 104 114 107 108 113 113 107 109 118 Lives in West Region 87 102 101 87 96 121 105 102 117 118 113 111 125 Likely to Visit Portland 145 132 115 116 127 157 142 150 144 152 149 133 162 16 Q.27 Considering demands on your time, how would you describe your ability to take a leisure trip this year compared to last year? Source: MMGY Global, travelhorizons TM, 16 42
160 U.S. Adults Lives in West Region Likely to Visit Portland 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 V 13 14 I 14 II 14 V 14 I II V U.S. Adults 80 78 78 77 89 102 92 95 106 102 97 97 106 Lives in West Region 77 75 86 71 83 104 90 94 108 109 99 92 110 Likely to Visit Portland 139 119 102 95 116 150 134 143 137 147 147 142 152 16 Q.28 Considering your personal finances, how would you describe your ability to take a leisure trip this year compared to last year? Source: MMGY Global, travelhorizons TM, 16 43
160 U.S. Adults Lives in West Region Likely to Visit Portland 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 V 13 14 I 14 II 14 V 14 I II V U.S. Adults 42 41 43 28 21 29 56 64 67 65 80 83 99 Lives in West Region 58 54 69 58 75 88 71 78 99 89 75 80 100 Likely to Visit Portland 128 95 88 79 121 138 124 129 129 136 130 127 152 16 Q.29 In terms of what travelers like yourself have to SPEND for transportation, lodging, food, and entertainment, on leisure trips, how would you say the affordability of travel has changed in the last year? Source: MMGY Global, travelhorizons TM, 16 44
180 U.S. Adults Lives in West Region Likely to Visit Portland 160 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 V 13 14 I 14 II 14 V 14 I II V U.S. Adults 98 101 104 98 109 117 116 115 117 117 115 117 123 Lives in West Region 93 103 104 92 108 118 113 117 121 121 115 119 128 Likely to Visit Portland 138 123 123 115 127 156 150 153 143 154 153 151 165 16 Q.30 How would you describe the quality of service you receive on a leisure trip compared to last year? Source: MMGY Global, travelhorizons TM, 16 45
160 U.S. Adults Lives in West Region Likely to Visit Portland 140 1 100 Positive Negative 80 60 40 0 13 I 13 II 13 V 13 14 I 14 II 14 V 14 I II V U.S. Adults 99 92 99 93 103 105 100 100 103 103 99 106 101 Lives in West Region 92 90 104 91 108 113 102 107 104 112 101 104 105 Likely to Visit Portland 145 115 1 112 1 145 144 139 136 140 139 142 151 16 Q.31 In terms of the SAFETY of travel in the United States, would you say that travel safety is BETTER or WORSE than it was a year ago? Source: MMGY Global, travelhorizons TM, 16 46
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