Oregon 07 Regional Visitor Report Portland Region
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 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 07 overnight visitor volume and travel expenditures for Oregon as well as for the Portland Region in particular Strategic intelligence about the Portland Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics
For each of the 06 and 07 travel years, a representative sample of visitors to the Portland Region was identified through the Travel USA survey: Respondents who visited Oregon were asked to identify which of the state s seven tourism regions they spent time in with the aid of a visual map. Of the survey sample of 7,99 overnight trips taken to Oregon in 06 and 07:,8 included a visit to the Portland Region Of those, 790 were marketable trips
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The results of this report are based on two time frames: Market size and structure estimates for the Portland Region are reported for the 07 travel year, as are all Oregon state norms. To maximize statistical reliability, other Portland Region data (trip characteristics and visitor profiles) are based on two years combined sample from 06 and 07 unless otherwise indicated. 5
Travel Market Size & Structure Portland Region 07
Total Overnight Trips to Oregon*= 4. Million Spent Time in Portland Region % 0.9 Million *Includes both adults and children 7
Total Overnight Trips to Portland Region = 0.9 Million Adults 8% 9 Million Children 7%.9 Million 8
Total Overnight Trips to Portland Region = 0.9 Million Visiting Friends/Relatives 49% 5. Million Business % Marketable* 8% 4. Million.4 Million *Marketable includes Business-Leisure 9
Base: Overnight Person-Trips Marketable Trips* 8 5 Visits to Friends and Relatives 4 49 Business 8 0 0 40 60 *Marketable includes Business-Leisure Portland Region Oregon 07 0
07 Portland Region Spending = $. Billion Lodging 5% $80 Million Restaurant Food & Beverage 7% $60 Million Recreation 9% $08 Million Transportation % $5 Million Retail 8% $40 Million
Dollars 80 Base: Total Overnight Person-Trips 60 40 $59 0 $46 $9 $8 $5 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment
Dollars 80 Base: Overnight Marketable Person-Trips 60 40 $66 0 $44 $ $9 $5 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination
Marketable Trip Characteristics and Visitor Profile- 06/07
Touring City trip Special event Outdoors Resort Theme park Golf Trip Cruise Casino Skiing/snowboarding Base: Overnight Marketable Person-Trips 8 4 6 5 7 0 6 0 0 0 0 Portland Region Oregon 5
Oregon Washington California Florida Idaho Arizona New York Texas Base: Overnight Marketable Person-Trips to Portland Region 0 6 8 0 0 0 0 6
Portland, OR Seattle-Tacoma, WA Eugene, OR Los Angeles, CA Yakima, WA San Francisco-Oakland-San Jose, CA Medford-Klamath Falls, OR/CA Sacramento-Stockton-Modesto, CA New York, NY/NJ/PA/CT San Diego, CA Spokane, ID/WA Base: Overnight Marketable Person-Trips to Portland Region 6 6 8 8 0 0 0 6 6 7
Base: Overnight Person-Trips Coast Region.6 Mt Hood-Columbia River Gorge Region. Willamette Valley Region 4. Central Region 9.5 Southern Region 5.9 Eastern Region 5.9 0 5 0 5 0 5 8
Base: Overnight Marketable Person-Trips January-March 0 April-June 6 8 July-September 8 October-December 4 0 0 0 0 40 Portland Region Oregon 9
Base: Overnight Marketable Person-Trips Ever 7 87 Past Months* 5 69 * Question wording changed in 07 0 0 40 60 80 00 Portland Region Oregon 0
Base: Overnight Marketable Person-Trips More than year in advance 6- months -5 months months month or less Did not plan anything in advance 4 4 9 6 5 7 9 9 9 4 0 0 0 0 40 Portland Region Oregon
Base: Overnight Marketable Person-Trips Online travel agencies Destination websites Social Media Hotel or resort Advice from relatives or friends Travel company websites Travel guide/other books Airline/commercial carrier Lodging sharing websites 6 8 0 0 0 5 6 6 5 8 8 9 9 0 0 0 0 0 0 Portland Region Oregon
Base: Overnight Marketable Person-Trips Auto club/aaa Visitors' bureau/gov tourism office Magazine articles/ad Travel Agent/Company Newspaper articles/ad 800/888 number TV program/ad Radio show/ad 5 5 5 8 0 0 0 0 0 Portland Region Oregon
Base: Overnight Marketable Person-Trips Online travel agencies Hotel or resort Airline/commercial carrier Travel company websites Lodging sharing websites Destination websites 800/888 number Auto club/aaa Travel Agent/Company Visitors' bureau/gov tourism office Travel/ski show or exhibition 0 0 7 8 9 7 8 6 7 6 5 4 4 0 0 0 0 Portland Region Oregon 4
Base: Overnight Marketable Person-Trips Used Any Device (net) 89 94 Laptop 47 50 Desktop/Home computer 4 46 Smartphone 6 Tablet 6 6 0 0 40 60 80 00 Portland Region Oregon 5
Base: Overnight Marketable Person-Trips Used Any Device (net) 84 89 Smartphone 69 76 Laptop 8 Tablet 9 0 0 0 40 60 80 00 Portland Region Oregon 6
Base: Overnight Marketable Person-Trips night nights -4 nights 4 4 4 4 6 6 5-6 nights 7- nights 4 + nights 4 5 0 Average Portland Region 4. nights Average Oregon 4. nights 0 0 0 0 40 Portland Region Oregon 7
Base: Overnight Marketable Person-Trips with + Nights Spent in the Portland Region night 40 nights 9-4 nights 5-6 nights 6 Average Nights Spent in Portland Region=. 7 + nights 0 0 0 0 40 50 8
Base: Overnight Marketable Person-Trips Portland Region. 0.7 Total =.9 Oregon. 0.6 Total =.9 0 4 Average Number of People Adults Children 9
Base: Overnight Marketable Person-Trips Spouse/partner Child(ren) Friend(s) Just myself/traveled alone Parent(s) Other relative(s) Business associate(s) 9 0 9 0 4 7 8 0 9 5 67 7 0 *Question added in 07; reflects 07 data only 0 0 40 60 80 Portland Region Oregon
Own car/truck Rental car Plane Online Taxi Service (Lyft, Uber, etc) Train Bus Ship/Boat Traditional Taxi Service Bicycle Camper, R.V Motorcycle 4 4 5 5 5 6 7 7 Base: Overnight Marketable Person-Trips 9 4 4 8 0 0 0 40 60 80 Portland Region Oregon 6 77
Other hotel Motel Resort hotel Home of friends/relatives Rented home/condo/apartment Bed & Breakfast Campground/trailer park/rv park Other Own home/condo/apt/nd home Boat/cruise ship Country Inn/Lodge Rented cottage/cabin Time Share Base: Overnight Marketable Person-Trips 5 8 6 5 7 9 9 7 8 5 5 5 5 4 4 5 0 0 0 0 40 Portland Region Oregon
Shopping Landmark/Historic Site National/State Park Fine Dining Beach/Waterfront Brewery Museum Hiking/Backpacking Bar/Nightclub Swimming Winery Base: Overnight Marketable Person-Trips 40 9 4 8 5 8 0 0 4 5 0 0 6 5 8 0 0 0 0 40 Portland Region Oregon
Art Gallery Fair/Exhibition/Festival Zoo Camping Rock/Pop Concert Theater Casino Fishing Biking Mountain Climbing Boating/Sailing Base: Overnight Marketable Person-Trips 9 6 9 7 8 6 7 5 7 6 5 6 6 7 6 5 5 4 4 0 0 0 0 40 Portland Region Oregon 4
Dance Pro/College Sports Spa Adult Amateur Sports Event Theme Park Golf Waterpark Educational Seminar Birding Youth/Teenager Sports Event Visited American Indian Community Base: Overnight Marketable Person-Trips 4 4 4 4 4 4 0 0 0 0 40 Portland Region Oregon 5
Kids Sports Event Conference/Convention Trade Show Skiing Business Meeting Motorcycle Touring Opera Rafting Glamping Tennis Base: Overnight Marketable Person-Trips 0 0 0 0 40 Portland Region Oregon 6
Base: Overnight Marketable Person-Trips Historic places Cultural activities/attractions Brewery Tours/Beer Tasting Exceptional culinary experiences Winery tours/wine tasting Marijuana Tourism* Eco-Tourism Agritourism Traveling with grandchildren Wedding Religious Travel Medical Tourism *Added in 07, reflects 07 data only 6 7 4 8 8 9 8 9 9 7 0 0 0 0 40 Portland Region Oregon 7
Used any social media for travel Base: Overnight Marketable Person-Trips 74 79 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 Got travel advice 9 6 4 4 5 0 7 6 4 0 0 40 60 80 Portland Region Oregon 8
Used any social media for travel Base: Overnight Marketable Person-Trips 74 79 Contributed travel reviews Gave travel advice "Followed" a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 0 7 0 9 0 6 7 6 6 4 0 0 40 60 80 Portland Region Oregon 9
Base: Overnight Marketable Person-Trips AAA 4 44 AARP 7 National Motor Club Better World Club 0 0 0 0 40 50 Portland Region Oregon 40
Base: Overnight Marketable Person-Trips Male 47 48 Female 5 5 0 0 40 60 Portland Region Oregon 4
Base: Overnight Marketable Person-Trips 8-4 5-4 7 Average Portland = 4.7 5-44 6 0 45-54 7 6 Average Oregon = 47.7 55-64 8 65+ 4 0 0 0 0 Portland Region Oregon 4
Base: Overnight Marketable Person-Trips Married/with partner 60 65 Single/never married 9 Divorced/widowed/ separated 0 0 40 60 80 Portland Region Oregon 4
Base: Overnight Marketable Person-Trips member members 7 4 members 4 7 4 members 6 5+ members 8 9 0 0 0 0 40 50 Portland Region Oregon 44
Base: Overnight Marketable Person-Trips No children under 8 59 65 Any child between -7 8 8 Any child between 6-5 8 Any child under 6 6 0 0 0 0 40 50 60 70 Portland Region Oregon 45
Base: Overnight Marketable Person-Trips Post-graduate 4 College graduate 4 4 Some college High school or less 5 Other 0 0 0 0 40 50 Portland Region Oregon 46
Base: Overnight Marketable Person-Trips Full time/ self-employed 47 56 Part time 9 0 Not employed/retired/ other 4 44 0 0 40 60 Portland Region Oregon 47
Base: Overnight Marketable Person-Trips $50K+ 5 6 $00-$49.9K 5 8 Average Portland = $70,440 $75-$99.9K 7 7 Average Oregon = $66,40 $50-$74.9K 4 <$49.9K 0 0 0 0 40 Portland Region Oregon 5 40 48
Base: Overnight Marketable Person-Trips White 8 88 African-American Other 0 4 0 0 40 60 80 00 Portland Region Oregon 49
Base: Overnight Marketable Person-Trips No 9 9 Yes 7 9 0 0 40 60 80 00 Portland Region Oregon 50
Appendix: 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
Total Trips = Leisure + Business + Business-Leisure Leisure Trips: Include all trips where the main purpose was one of the following: 5 Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives 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 Business Trips: 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.