Oregon 2013 - Travel Portland · Taxi Cab Ship/Boat Percent Greater Portland Oregon 2013 Base:...
Transcript of Oregon 2013 - Travel Portland · Taxi Cab Ship/Boat Percent Greater Portland Oregon 2013 Base:...
Oregon 2013 Regional Visitor Report
Greater Portland
Introduction
2
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 2013 overnight visitor volume and travel expenditures for Oregon
as well as for the Greater Portland Region in particular
Strategic intelligence about the Greater Portland Region’s overnight travel
market including:
Key sources of business
Visitor profiling
Trip characteristics
Methodology
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For each of the 2012 and 2013 travel years, a representative sample of visitors to the
Greater Portland 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 5,752 overnight trips taken to Oregon in 2012 and 2013:
1,535 included a visit to the Greater Portland Region
Of those, 467 were marketable trips
Analytical Note
5
The results of this report are based on two time frames:
Market size and structure estimates for the Greater Portland
Region are reported for the 2013 travel year, as are all
Oregon state norms.
To maximize statistical reliability, other Greater Portland
Region data (trip characteristics and visitor profiles) are
based on two years’ combined sample from 2012 and 2013.
Travel Market Size & Structure
- 2013
Size of the Greater Portland Region’s Overnight Travel Market
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Total Overnight Trips to Oregon* = 30.6 Million
Overnight Trips 31%
9.5 Million
*Includes both adults and children
The Greater Portland Region’s Overnight Travel Market — Adults vs. Children
8
Total Overnight Trips to the
Greater Portland Region = 9.5 Million
Adults 81%
Children 19%
1.8 Million
7.7 Million
The Greater Portland Region’s Overnight Travel Market - by Trip Purpose
9
VFR 54%
Marketable 34%
Business 12%
*Marketable includes Business-Leisure
The Greater Portland Region vs. Oregon State– by Trip Purpose
10
Base: 2011 Overnight Trips
54
34
12
44
47
9
0 10 20 30 40 50 60
Visits to Friends/Relatives
Marketable Trips
Business
Percent
Greater Portland Oregon 2013
*Marketable includes Business-Leisure
2013 Overnight Spending — by Sector
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2013 Greater Portland Region Spending = $1.7 Billion
Lodging 34%
Restaurant Food &
Beverages 27%
Retail 20% Transportation
11%
Recreation 8%
$567Million
$188 Million
$142 Million
$334 Million
$445 Million
Average Per Person Expenditures on Overnight Trips — By Sector
12
Base: Total Overnight Person-Trips
$48
$38
$28
$16 $12
0
10
20
30
40
50
60
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Do
llars
Average Per Person Expenditures on Overnight Marketable Trips — By Sector
13
Base: 2011 Overnight Marketable Trips
$53
$39
$31
$15 $15
0
10
20
30
40
50
60
Lodging Restaurant Food &Beverage
Retail Purchases Transportation atDestination
Recreation/Sightseeing/
Entertainment
Do
llars
Marketable Trip Characteristics and Visitor Profile –
2012/2013
Main Purpose of Marketable Trip — Greater Portland vs. State Norm
15
28
27
26
9
4
3
2
1
0
0
11
24
15
23
13
8
2
2
1
2
0 10 20 30 40 50
City trip
Touring
Special event
Outdoors
Resort
Casino
Skiing/snowboarding
Cruise
Golf Trip
Theme park
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
State Origin Of Overnight Trip
16
Base: Overnight Marketable Trips
33
29
14
3
2
2
2
2
0 10 20 30 40
Oregon
Washington
California
Idaho
Arizona
Montana
Texas
Illinois
Percent
DMA Origin Of Overnight Trip
17
Base: Overnight Marketable Trips
21
20
10
6
6
4
3
3
3
2
2
2
2
0 10 20 30
Portland, OR
Seattle-Tacoma, WA
Eugene, OR
San Francisco-Oakland-San Jose, CA
Los Angeles, CA
Yakima, WA
Bend, OR
Medford-Klamath Falls, OR/CA
Spokane, ID/WA
Phoenix, AZ
New York, NY/NJ/PA/CT
Boise, ID
Sacramento-Stockton-Modesto, CA
Percent
Other Oregon Regions Visited on Greater Portland Trip
18
Base: Overnight Marketable Trips
21
17
13
7
5
4
0 10 20 30
Coast Region
Mt. Hood/Columbia River Gorge
Willamette Valley
Central Region
Southern Region
Eastern Region
Percent
Method of Planning Trip
19
Base: Overnight Marketable Trips
70
4
31
63
9
39
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Greater Portland Oregon 2013
Method of Booking Trip
20
69
5
29
59
8
39
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Season of Trip
21
20
25
31
24
20
25
34
21
0 10 20 30 40
January - March
April - June
July - September
October -December
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Total Nights Away on Trip
22
31
27
19
10
14
23
30
23
10
14
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7+ nights
Percent
Greater Portland Oregon 2013
Average
Oregon
= 3.9 Nights
Base: Overnight Marketable Trips
Average
Greater Portland
= 3.4 Nights
Number of Nights Spent in Greater Portland
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Average Nights Spent in Greater Portland = 2.2
Base: Overnight Marketable Trips with 1+ Nights Spent in Greater Portland
45
30
17
7
2
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7+ nights
Percent
Size of Travel Party
24
2.3
2.5
0.6
0.8
0 1 2 3 4
PortlandMetro
Oregon
Average No. of People
Adults Children
Total = 2.9
Total = 3.4
Base: Overnight Marketable Trips
Transportation
25
71
18
4
2
1
22
8
7
6
1
77
14
9
3
3
15
6
7
7
3
0 20 40 60 80 100
Own car/truck
Rental car
Camper, R.V
Bicycle
Motorcycle
Plane
Bus
Train
Taxi Cab
Ship/Boat
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Personal
Vehicles
Commercial
Vehicles
Accommodation
26
Base: Overnight Marketable Trips
38
20
19
12
6
5
3
3
3
1
1
0
5
26
27
10
19
17
6
7
7
7
5
6
4
4
0 10 20 30 40
Hotel
Motel
Friend/relative's dwelling (not paid)
Resort hotel
Campground/trailer park/RV park
Bed & breakfast
Time share
Rented cottage/cabin
Rented home/condo/apartment
Own home/condo/apartment/cabin
Country inn/lodge
Boat/cruise ship
Other
Percent
Greater Portland Oregon 2013
Activities and Experiences
27
43
28
24
23
18
16
16
16
15
14
14
11
11
10
10
35
23
21
24
30
11
13
21
14
9
19
8
10
16
5
0 10 20 30 40 50
ShoppingFine dining
Landmark/historic siteNational/state park
Beach/waterfrontBar/disco/nightclub
MuseumHiking/backpacking
BreweryFair/exhibition/festival
SwimmingWinery
Art galleryCasino
Rock/pop concert
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Activities and Experiences (Cont’d)
28
9
9
8
7
7
7
5
5
5
4
4
4
4
3
3
6
18
6
6
10
6
7
7
4
3
3
6
4
6
3
0 10 20 30 40 50
ZooCamping
TheaterSpa
FishingDanceBiking
Boating/sailingMountain climbing
Participate in adult sports event/tournamentWatch amateur/youth sports event
Theme parkSkiing/snowboarding
GolfParticipate in amateur/youth sports event
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Activities and Experiences (Cont’d)
29
3
3
3
2
2
2
2
2
2
2
2
1
1
4
3
3
5
3
3
4
2
5
4
4
3
2
0 10 20 30 40 50
Attend/Participate in kids sports event/tournament
Business Meeting
Pro/college sports
Rafting
Rodeo
Convention/Conference
Motorcycle Touring
Symphony
Hunting
Birding
Tennis
Opera
Trade Show
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Activities of Special Interest
30
34
33
23
11
10
4
30
38
20
11
11
9
0 10 20 30 40
Cultural activities & attraction
Historic places, sites andlandmarks
Exceptional culinary experience
Winery tours & wine tasting
Eco-Tourism
Traveling with grandchildren
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Online Social Media Use by Travelers
31
81
47
35
34
28
24
18
18
79
44
31
32
22
20
14
13
0 20 40 60 80 100
Used any social media for travel
Used Smartphone while traveling
Read travel reviews
Posted travel photos/video online
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Connected with others interested in travel
Got travel advice
Percent
Portland Metro Oregon 2013
Base: Overnight Marketable Trips
Online Social Media Use by Travelers (Cont’d)
32
81
16
13
13
13
12
8
8
79
13
10
10
10
7
6
8
0 20 40 60 80 100
Used any social media for travel
Read a travel blog
"Followed" a destination/attraction
Contributed travel reviews
Gave travel advice
Tweeted about a trip
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
Portland Metro Oregon 2013
Base: Overnight Marketable Trips
Gender
33
45
55
52
48
0 20 40 60 80 100
Male
Female
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Age
34
18
41
30
11
11
42
29
18
0 20 40 60
18-24 years
25-44 years
45-64 years
65+ years
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Average Age
Greater Portland = 41.9
Average Age
Oregon = 45
Household Size
35
15
38
18
18
11
18
35
17
15
15
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Household Income
36
Base: Overnight Marketable Trips
6
18
15
23
38
4
14
16
24
42
0 10 20 30 40 50
$150K+
$100K-$149.9K
$75K-99.9k
$50K-$74.9K
Under $49.9K
Percent
Greater Portland Oregon 2013
Marital Status
37
61
33
6
65
22
13
0 20 40 60 80
Married/Withpartner
Never married
Divorced/Widowed/Separated
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Children in Household
38
61
17
17
19
54
20
24
21
0 20 40 60 80
No Children Under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Education
39
19
35
28
16
1
17
36
28
17
2
0 10 20 30 40
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Employment
40
43
12
45
43
13
44
0 20 40 60
Full-time/Self-employed
Part-time
Not employed/Retired/ Other
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Race
41
84
2
14
85
3
12
0 20 40 60 80 100
White
African-American
Other
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Hispanic Background
42
92
8
92
8
0 20 40 60 80 100
No
Yes
Percent
Greater Portland Oregon 2013
Base: Overnight Marketable Trips
Appendix A: Key Terms Defined
Key Terms Defined
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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
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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
Golf Trip
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