Oregon 2011 Regional Visitor Report The Eastern Region

Oregon 2011 Regional Visitor Report The Eastern 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 2011 overnight visitor volume and travel expenditures for Oregon as well as for the Eastern Region in particular Strategic intelligence about the Eastern Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics 2

Methodology For each of the 2010 and 2011 travel years, a representative sample of visitors to the Eastern 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 4,119 overnight trips taken to Oregon in 2010 and 2011: 287 included a visit to the Eastern Region Of those, 135 were marketable trips 3

Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Eastern Region are reported for the 2011 travel year, as are all Oregon state norms. To maximize statistical reliability, other Eastern Region data (trip characteristics and visitor profiles) are based on two years combined sample from 2010 and 2011. 5

Travel Market Size & Structure - 2011

Size of the Eastern Region s Overnight Travel Market Total Overnight Trips to Oregon* = 28.8 Million Spent Time in the Eastern Region 8 % 2.2 Million *Includes both adults and children 7

The Eastern Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Eastern Region = 2.2 Million Adults 81% 1.8 Million Children 19% 0.4 Million 8

The Eastern Region s Overnight Travel Market by Trip Purpose Marketable 54% Business 4% VFR 42% *Marketable includes Business-Leisure 9

Purpose of Trip The Eastern Region vs. Oregon State Base: 2011 Overnight Trips Marketable Trips 49 54 Visits to Friends/Relatives 42 43 Business 4 8 0 10 20 30 40 50 60 *Marketable includes Business-Leisure 10

2011 Overnight Spending by Sector 2011 Eastern Region Spending = $207 Million Lodging 35% $72 Million Restaurant Food & Beverages 24% $51 Million Recreation 8% $18 Million Transportation 15% $31 Million Retail 18% $36 Million 11

Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 100 80 60 40 20 0 $34 Lodging $19 $15 $13 $8 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 12

Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips 100 80 60 40 20 0 $34 Lodging $19 $15 $13 $8 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 13

Marketable Trip Characteristics and Visitor Profile 2010/2011

Main Purpose of Marketable Trip Eastern Region vs. State Norm Outdoors Touring Special event Casino City trip Resort Cruise 1 2 5 6 10 8 9 14 18 22 23 22 21 37 0 20 40 60 15

State Origin Of Overnight Trip Oregon 60 Washington 21 Idaho 5 California 5 Colorado 2 0 20 40 60 80 16

DMA Origin Of Overnight Trip Portland, OR 38 Yakima, WA 15 Eugene, OR Boise, ID 10 9 Seattle-Tacoma, WA 7 Bend, OR Medford-Klamath Falls, CA/OR San Francisco-Oakland-San Jose, CA Denver, CO 3 3 2 2 0 20 40 60 17

Other Oregon Regions Visited on Eastern Region Trip Central Region 14 Mt. Hood/Columbia River Gorge 13 Greater Portland 10 Coast Region 10 Willamette Valley 5 Southern Region 2 0 5 10 15 18

Method of Planning Trip 80 60 40 20 37 52 67 54 0 4 Internet Travel Agent Other/None 4 19

Method of Booking Trip 80 60 40 70 20 28 49 52 0 2 Internet Travel Agent Other/None 4 20

Season of Trip January - March 12 19 April - June 23 27 July - September 37 51 October - December 13 17 0 10 20 30 40 50 60 21

Total Nights Away on Trip Average Oregon = 3.8 Nights Average Eastern Region = 4.3 Nights 1 night 27 31 2 nights 25 28 3-4 nights 18 23 5-6 nights 9 10 7+ nights 14 17 0 10 20 30 40 22

Number of Nights Spent in Eastern Region with 1+ Nights Spent In Eastern Region Average Nights Spent in Eastern Region = 2.7 1 night 39 2 nights 24 3-4 nights 23 5-6 nights 7 7+ nights 7 0 10 20 30 40 50 23

Size of Travel Party Eastern Region 2.7 1.0 Total = 3.8 Oregon 2.7 0.7 Total = 3.4 0 1 2 3 4 Average No. of People Adults Children 24

Transportation Own car/truck 86 84 Personal Vehicles Camper, R.V Motorcycle 4 2 10 17 Rental car 3 8 Bicycle 3 2 Commercial Vehicles Plane Ship/Boat 4 1 3 8 0 20 40 60 80 100 25

Accommodation Campground/trailer park/rv park Motel Hotel Resort hotel Friend/relative's dwelling (not paid) Rented cottage/cabin Own home/condo/apartment/cabin Country inn/lodge Boat/cruise ship Time share Rented home/condo/apartment Bed & breakfast 33 21 24 24 12 22 10 14 6 9 3 5 3 4 3 4 2 3 2 5 2 6 1 5 0 10 20 30 40 26

Activities and Experiences Camping Hiking/Backpacking National/State park Landmark/Historic site Casino Fishing Shopping Fine dining Beach/Waterfront Museum 32 21 25 19 23 23 23 18 16 17 15 8 14 31 14 23 13 33 13 10 0 10 20 30 40 27

Activities and Experiences (Cont d) Swimming Brewery Art gallery Fair/Exhibition/Festival Boating/Sailing Bar/Disco/Nightclub Biking Hunting Winery 2 9 10 8 8 7 8 7 6 7 9 5 5 4 4 7 13 16 0 10 20 30 40 28

Activities and Experiences (Cont d) Golf Rodeo Rafting Dance Motorcycle touring Mountain climbing Spa Theater Business Meeting Tennis 4 5 4 2 3 3 3 4 3 2 2 2 2 5 1 4 1 2 1 2 0 10 20 30 40 29

Activities of Special Interest Historic places 28 33 Cultural activities/attractions 19 22 Exceptional culinary experiences 9 13 Traveling with grandchildren Eco-tourism Winery tours/wine tasting 5 5 6 7 7 7 0 10 20 30 40 30

Gender Male 43 48 Female 53 57 0 20 40 60 80 100 31

Age Average Age Eastern Region = 52 Average Age Oregon = 46.7 18-24 years 10 11 25-44 years 27 34 45-64 years 37 43 65+ years 18 21 0 20 40 60 32

Household Size 1 member 10 18 2 members 37 44 3 members 15 16 4 members 19 19 5+ members 10 12 0 10 20 30 40 50 33

Income $150K+ 6 6 $100K-$149.9K 17 19 $75K-99.9k 15 18 $50K-$74.9K 23 24 $25K-$49.9K 26 26 Under $25K 10 12 0 10 20 30 40 34

Marital Status Married/With partner 72 72 Never married 18 20 Divorced/Widowed/ Separated 8 10 0 20 40 60 80 100 35

Children in Household No Children Under 18 68 73 Any child between 13-17 10 12 Any child between 6-12 15 13 Any child under 6 12 18 0 20 40 60 80 36

Education Post-graduate 14 14 College graduate 31 41 Some college 30 36 High school or less 13 17 Other 1 1 0 10 20 30 40 50 37

Employment Full-time/Self-employed 38 38 Part-time 11 13 Not employed/retired/ Other 50 50 0 20 40 60 38

Race White 95 93 African-American 1 1 Other 5 6 0 20 40 60 80 100 39

Hispanic Background Yes 5 6 No 94 95 0 20 40 60 80 100 40

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. 42

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 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. 43