oregon€¦ · introduction 3 longwoods international began tracking american travelers in 1985,...

Oregon 2011 Visitor Final Report

Table of Contents

2

Introduction….....………………………………………………………………………………... 3

Methodology….…………………………………………………………………………………. 4

U.S. Travel Market Size & Structure …..…………………..………………………………. 5

Oregon Travel Market Size & Structure ……………………………………………………... 11

Overnight Trip Detail…......……………………..……...……………...………………………. 18

Overnight Expenditures…………………………………..……………………………… 19

Overnight Trip Characteristics……………..……………………………………………. 24

Day Trip Detail………………………………………………..…………………………......….. 40

Day Trip Expenditures…………………….……………………………..………………. 41

Day Trip Characteristics……….……………………………..………...……………….. 46

Demographic Profile of Visitors to Oregon……….....………………………..…………….. 56

Appendix: Key Terms Defined…………………………………………...………..…………... 68

Introduction

3

Longwoods International began tracking American travelers in 1985, and has

conducted large-scale syndicated visitor research quarterly since 1990.

In 2007, our proprietary Longwoods Travel USA® program was migrated from mail

to online, using the MarketTools Inc. ZoomPanel™, with the benefits of rapid

turnaround, enhanced flexibility and interactivity, as well as greater respondent

involvement.

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 an overview for Oregon’s domestic tourism business in 2011.

Methodology

4

Each quarter, a random cross-section of 500,000 panel members is sent an e-mail

invitation to participate in the survey, for a total annual outgo of two million. A

reminder is e-mailed several days later to non-responders. In 2011, the completion

rate for those accessing the Travel USA® questionnaire was 87%.

For the 2011 travel year, this yielded :

207,014 trips for analysis nationally:

138,771 overnight trips

68,243 day trips

For Oregon, the following sample was achieved in 2011:

3,694 trips:

2,363 overnight trips, 1025 of which were marketable trips

1,331 day trips, 785 of which were marketable trips

For analysis, data were weighted on key demographics to correct for any differences

between the sample and U.S. population targets.

U.S. Travel Market Structure & Trends

Total Size of the U.S. Travel Market — 2009-2011

1,312 1,367 1,413

0

500

1,000

1,500

2,000

2009 2010 2011

Mill

ion

s o

f Tr

ips

6

Base: Total Overnight Trips

3.4%

Size of the U.S. Overnight Travel Market — Adults vs. Children

7

Total Person-Trips = 1,413 Million

Adults 80%

Children 20%

278 Million

1,135 Million

Structure of the U.S. Travel Market — 2011 Overnight Trips

8

Visiting Friends/Relatives

45%

*Marketable 43%

Business 12%

Base: Adult Overnight Trips

*Marketable includes Business-Leisure

U.S. Market Trends for Overnight Trips — 2011 vs. 2010

3

4

1

3

-15 -5 5 15

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business Trips

Percent Change

9


Structure of U.S. Overnight Travel Market - Trends

10

45

43

12

43

45

12

43

44

13

42

43

15

0 10 20 30 40 50

Visitingfriends/relatives

Marketable

Business

Percent

2011 2009 2008 2007


Oregon Travel Market

Size & Structure

Total Size of Oregon’s Travel Market

12

Total Person-Trips* = 73 Million

Day Trips 61%

Overnight Trips 39%

28.8 Million

44.2 Million

*Total volume includes both adults and children

Oregon’s Share of Adult Domestic Trips

13

Base: Adult Person-Trips

2.2% 1.9%

0.0%

1.0%

2.0%

3.0%

4.0%

Day Overnight

Perc

ent

Size of Oregon’s Overnight Travel Market — Adults vs. Children

14

Total Person-Trips = 28.8 Million

Adults 81%

Children 19%

5.4 Million

23.4 Million

Oregon’s Overnight Travel Market — by Trip Purpose

15

Marketable* 48%

VFR 43%

Business 9%

Base: Adult Overnight Person-Trips to Oregon


Size of Oregon’s Day Travel Market — Adults vs. Children

16

Total Day Person-Trips = 44.2 Million

Adults 81%

Children 19%

8.4 Million

35.8 Million

Oregon’s Day Travel Market — by Trip Purpose

17

Marketable 62%

VFR 29%

Business 9%

Base: Adult Day Person-Trips to Oregon


Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

20

Total Spending = $4.8 Billion

Lodging 37%

Restaurant Food &

Beverages 24%

Retail 16%

Transportation 14%

Recreation 9%

$1.8 Billion

$0.7 Billion

$0.4 Billion

$0.8 Billion

$1.1 Billion

Average Per Person Expenditures on Overnight Trips — By Sector

21

Base: Total Overnight Person-Trips

$62

$40

$27 $24 $14

0

20

40

60

80

100

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Do

llars

Average Per Person Expenditures on Overnight — by Trip Purpose

22

$163

$213

0

100

200

300

Leisure Business

Do

llars


Average Per Party Expenditures on Overnight Trips

23


$161

$114

$80 $67

$43

0

100

200

300

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Do

llars

Leisure Business*

*Low business base

Overnight Trip Characteristics

Main Purpose of Marketable Trip – Oregon vs. National Norm

25

Base: Overnight Marketable Trips

22

22

21

14

9

8

2

1

1

0

15

19

20

11

10

12

4

1

1

7

0 10 20 30

Outdoors

Touring

Special Event

Resort

City Trip

Casino

Cruise

Golf

Ski/Snowboarding

Theme Park

Percent

Oregon US Norm

State Origin Of Trip

26


58

21

9

2

1

1

0 20 40 60

Oregon

Washington

California

Idaho

Nevada

Arizona

Percent

DMA Origin Of Trip

27


43

12

10

5

4

3

3

3

2

0 20 40 60

Portland, OR

Seattle-Tacoma, WA

Eugene, OR

Medford-Klamath Falls, CA/OR

Yakima, WA

Bend, OR

Los Angeles, CA

San Francisco-Oakland-San Jose, CA

Boise, ID

Percent

Season of Trip

28

19

27

37

17

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

29


52

4

54 54

5

47

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm

Method of Booking Trip

30

49

4

52 53

5

45

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm


Total Nights Away on Trip

31

27

28

23

9

9

5

26

27

23

10

11

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14+ nights

Percent

Oregon US Norm

Average

Oregon

= 3.8 Nights


Average

US Norm

= 3.5 Nights

Number of Nights Spent in Oregon

32

Average Nights Spent in Oregon = 2.9

Base: Overnight Marketable Trip with 1+ Nights Spent In Oregon

30

32

24

7

8

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Size of Travel Party

33

2.7

2.7

0.7

0.7

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 3.4

Total = 3.4


Transportation

34

84

10

8

4

2

2

8

4

3

3

76

4

11

6

1

1

14

6

4

3

0 20 40 60 80 100

Own car/truck

Camper, R.V

Rental car

Taxi Cab

Bicycle

Motorcycle

Plane

Bus

Ship/Boat

Train

Percent

Oregon US Norm


Personal

Vehicles

Commercial

Vehicles

Accommodation

35


24

22

21

14

9

6

5

5

5

4

4

3

16

28

8

24

7

4

5

4

3

4

2

4

0 10 20 30 40

Motel

Hotel

Campground/trailer park/RV park

Resort hotel

Friend/relative's dwelling (not paid)

Rented home/condo/apartment

Time share

Bed & breakfast

Rented cottage/cabin

Own home/condo/apartment/cabin

Country inn/lodge

Boat/cruise ship

Percent

Oregon US Norm

Activities and Experiences

36

33

31

23

23

21

19

18

17

16

10

10

9

22

33

15

25

9

9

16

19

20

12

4

14

0 10 20 30 40

Beach/Waterfront

Shopping

National/State park

Fine dining

Camping

Hiking/Backpacking

Landmark/Historic site

Casino

Swimming

Museum

Brewery

Bar/Disco/Nightclub

Percent

Oregon US Norm


Activities and Experiences (Cont’d)

37

8

8

8

7

6

5

5

5

5

4

4

4

4

6

7

6

4

7

5

4

4

4

5

4

3

6

0 10 20 30 40

Art gallery

Fishing

Fair/Exhibition/Festival

Winery

Boating/Sailing

Spa

Biking

Golf

Zoo

Dance

Pro/College sports event

Rock/Pop concert

Theater

Percent

Oregon US Norm



38

3

3

2

2

2

2

2

2

2

2

2

1

1

1

2

10

1

1

1

1

1

1

1

1

1

1

0 10 20 30 40

Rafting

Skiing/Snowboarding

Theme park

Motorcycle touring

Mountain climbing

Hunting

Trade show

Tennis

Convention/conference

Business meeting

Rodeo

Opera

Symphony

Percent

Oregon US Norm


Activities of Special Interest

39

28

22

13

7

7

5

26

24

13

6

5

4

0 10 20 30

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Oregon US Norm


Day Trip Detail

Day Trip Expenditures

Total Day Travel Spending — by Sector

42

Total Spending = $2.3 Billion

Retail 36%

Restaurant Food &

Beverages 30%

Transportation 18%

Recreation 16%

$0.7 Billion

$0..4 Billion

$0.4 Billion

$0.8 Billion

Average Per Person Expenditures on Day Trips — By Sector

43

Base: Total Day Person-Trips

$19 $16

$9 $8

0

10

20

30

40

Retail Purchases Restaurant Food &Beverage

Transportation atDestination

Recreation/ Sightseeing/Entertainment

Do

llars

Average Per Person Expenditure on Day Trips — by Trip Type

44


$53

0

50

100

Leisure Business*

Do

llars

*Low business base

Average Per Party Expenditures on Day Trips

45


$51 $43

$25 $24

0

20

40

60

80

100

Retail Purchases Restaurant Food &Beverage

Transportation atDestination

Recreation/ Sightseeing/Entertainment

Do

llars

Leisure Business**Low business base

Day Trip Characteristics

Main Purpose of Marketable Trip – Oregon vs. National Norm

47

Base: Day Marketable Trips

21

20

18

12

10

10

4

2

2

1

1

12

19

19

17

10

12

3

6

1

1

1

0 10 20 30

Outdoors

Touring

Shopping

Special Event

Casino

City Trip

Resort

Theme Park

Ski/Snowboarding

Golf

Cruise

Percent

Oregon US Norm

State Origin Of Trip

48


75

16

4

2

0 20 40 60 80

Oregon

Washington

California

Idaho

Percent

DMA Origin Of Trip

49


57

13

8

7

4

2

2

1

0 20 40 60

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Medford-Klamath Falls, CA/OR

Bend, OR

Boise, ID

Yakima, WA

Chico-Redding, CA

Percent

Season of Trip

50

28

24

27

20

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

51

2.2

2.4

0.6

0.6

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 2.8

Total = 3


Activities and Experiences

52

30

23

15

11

10

9

9

6

6

5

5

5

5

29

10

12

6

12

6

9

4

7

2

6

2

3

0 10 20 30

Shopping

Beach/waterfront

Casino

Hiking/backpacking

Fine dining

National/state park

Landmark/historic site

Fishing

Fair/exhibition/festival

Camping

Museum

Brewery

Zoo

Percent Oregon US Norm



53

5

5

5

4

3

3

2

2

2

2

2

2

1

4

2

4

4

6

2

2

3

3

<1

2

1

0

0 10 20 30

Art gallery

Winery

Swimming

Bar/disco/nightclub

Theme park

Boating/sailing

Biking

Pro/college sports event

Theater

Spa

Golf

Skiing/snowboarding

Opera

Percent

Oregon US Norm



54

1

1

1

1

1

1

1

1

1

1

1

0

1

2

1

1

0

0

0

1

2

1

0

1

0 10 20 30

Business Meeting

Dance

Motorcycle Touring

Hunting

Rafting

Rodeo

Symphony

Mountain climbing

Rock/pop concert

Trade Show

Tennis

Convention/Conference

Percent

Oregon US Norm


Activities of Special Interest

55

22

14

8

6

5

3

18

17

7

5

3

3

0 10 20 30

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-Tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Oregon US Norm


Demographic Profile of Visitors to Oregon

Region of Residence

57

96

2

0

1

1

1

0

88

6

2

1

1

1

1

0 20 40 60 80 100

Pacific

Mountain

South Atlantic

West South Central

East North Central

Middle Atlantic

West North Central

Percent

Day Overnight


Gender

58

45

55

43

57

0.0 20.0 40.0 60.0 80.0 100.0

Male

Female

Percent

Day Overnight


Age

59

14

34

32

19

11

34

37

18

0 20 40 60

18-24 years

25-44 years

45-64 years

65+ years

Percent

Day Overnight


Average Day = 43.3 Average ON = 46.7

Household Size

60

10

43

15

18

14

10

44

15

19

12

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight


Average Day =

2.9 members

Average ON =

3 members

Income

61


3

16

15

22

27

16

6

19

15

23

26

12

0 10 20 30 40

$150K+

$100K-$149.9K

$75K-99.9k

$50K-$74.9K

$25K-$49.9K

Under $25K

Percent

Day Overnight

Marital Status

62

69

22

9

72

21

8

0 20 40 60 80 100

Married/Withpartner

Never married

Divorced/Widowed/Separated

Percent

Day Overnight


Children in Household

63

64

14

18

18

68

12

13

18

0 20 40 60 80

No Children Under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Day Overnight


Education

64

12

38

30

17

2

14

41

30

13

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Day Overnight


Employment

65

41

12

47

38

13

50

0 20 40 60

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent

Day Overnight


Race

66

91

1

8

93

1

6

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

67

3

97

4

96

0 20 40 60 80 100

Yes

No

Percent

Day Overnight


Appendix A: Key Terms Defined

Key Terms Defined

69

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.

Trip-Type Segments

70

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.

Marketable

Trips:

Includes all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

oregon€¦ · introduction 3 longwoods international began tracking american travelers in 1985,...

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