Oregon€¦ · Introduction 3 Longwoods International began tracking American travelers in 1985,...
Transcript of 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
Base: Adult Overnight Trips
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
Base: Adult Overnight Trips
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
*Marketable includes Business-Leisure
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
*Marketable includes Business-Leisure
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
Base: Total Overnight Person-Trips
Average Per Party Expenditures on Overnight Trips
23
Base: Total Overnight Person-Trips
$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
Base: Overnight Marketable Trips
58
21
9
2
1
1
0 20 40 60
Oregon
Washington
California
Idaho
Nevada
Arizona
Percent
DMA Origin Of Trip
27
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
Method of Planning Trip
29
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
Personal
Vehicles
Commercial
Vehicles
Accommodation
35
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
Activities and Experiences (Cont’d)
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Total Day Person-Trips
$53
0
50
100
Leisure Business*
Do
llars
*Low business base
Average Per Party Expenditures on Day Trips
45
Base: Total Day Person-Trips
$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
Base: Day Marketable Trips
75
16
4
2
0 20 40 60 80
Oregon
Washington
California
Idaho
Percent
DMA Origin Of Trip
49
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
Activities and Experiences (Cont’d)
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
Base: Day Marketable Trips
Activities and Experiences (Cont’d)
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
Gender
58
45
55
43
57
0.0 20.0 40.0 60.0 80.0 100.0
Male
Female
Percent
Day Overnight
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
Average Day =
2.9 members
Average ON =
3 members
Income
61
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
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
Base: Day Marketable Trips
Race
66
91
1
8
93
1
6
0 20 40 60 80 100
White
African-American
Other
Percent
Day Overnight
Base: Day Marketable Trips
Hispanic Background
67
3
97
4
96
0 20 40 60 80 100
Yes
No
Percent
Day Overnight
Base: Day Marketable Trips
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