Sample Presentation Template - Travel Oregon€¦ · Winery tours/Wine tasting Eco-Tourism...
Transcript of Sample Presentation Template - Travel Oregon€¦ · Winery tours/Wine tasting Eco-Tourism...
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Oregon 2017 Regional Visitor Report
Mt. Hood-Columbia River Gorge Region
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✓ 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, 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 2017 overnight visitor volume and travel expenditures for Oregon as well as for the Mt. Hood-Columbia River Gorge Region in particular
✓ Strategic intelligence about the Mt. Hood-Columbia River Gorge Region’s overnight travel market including:
✓ Key sources of business
✓ Visitor profiling
✓ Trip characteristics
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➢ For each of the 2016 and 2017 travel years, a representative sample of visitors to the Mt. Hood-
Columbia River Gorge 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 7,919 overnight trips taken to Oregon in 2016 and 2017:
➢ 778 included a visit to the Mt. Hood-Columbia River Gorge Region
➢ Of those, 415 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 Mt. Hood-Columbia River Gorge Region are reported for the 2017
travel year, as are all Oregon state norms.
➢ To maximize statistical reliability, other Mt. Hood-Columbia River Gorge Region data (trip characteristics and visitor
profiles) are based on two years’ combined sample from 2016 and 2017 unless otherwise indicated.
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Travel Market Size & Structure—
Mt. Hood-Columbia River Gorge
Region 2017
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Total Overnight Trips to Oregon*= 34.1 Million
Spent Time in Mt. Hood-Columbia
River Gorge Region10%
3.3 Million
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*Includes both adults and children
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Total Overnight Trips to the Mt. Hood-Columbia River Gorge Region = 3.3 Million
Adults79%
Children21%
0.7 Million
2.6 Million
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Visiting Friends/Relatives
38%
Marketable*57%
Business5%
1.3 Million
1.9 Million
0.1 Million
Total Overnight Trips to the Mt. Hood-Columbia River Gorge Region = 3.3 Million
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*Marketable includes Business-Leisure
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57
38
5
51
41
8
0 20 40 60 80
Marketable Trips
Visits to Friends and Relatives
Business
Percent
Mt. Hood-Columbia River Gorge Oregon 2017
10
Base: Overnight Person-Trips
*Marketable includes Business-Leisure
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2017 Mt. Hood-Columbia River Gorge Region Spending = $511 Million
Lodging34%
Restaurant Food & Beverage
27%
Recreation14%
Retail13%
Transportation12%
$176 Million
$63 Million
$65 Million
$72 Million
$135 Million
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$42
$33
$17 $16 $15
0
20
40
60
Lodging Restaurant Food &Beverage
Recreation/Sightseeing/
Entertainment
Retail Purchases Transportation atDestination
Dolla
rs
Base: Total Overnight Person-Trips
12
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$46
$29
$16 $14 $13
0
20
40
60
Lodging Restaurant Food &Beverage
Transportation atDestination
Recreation/Sightseeing/
Entertainment
Retail Purchases
Dolla
rs
Base: 2017 Overnight Marketable Trips
13
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Marketable Trip Characteristics
and Visitor Profile-
2016/2017
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30
27
13
10
7
6
3
2
1
1
24
23
17
11
11
2
2
6
2
2
0 10 20 30
Touring
Outdoors
Special event
City trip
Resort
Skiing/snowboarding
Theme park
Casino
Cruise
Golf Trip
Percent
Mt. Hood-Columbia River Gorge Oregon
15
Base: Overnight Marketable Person-Trips
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33
16
16
5
3
3
3
3
2
2
0 20 40
Oregon
California
Washington
New York
Texas
Florida
Idaho
North Carolina
Illinois
Utah
Percent
16
Base: Overnight Marketable Person-Trips to Mt. Hood-Columbia River Gorge Region
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27
7
6
5
5
4
3
3
3
3
2
2
0 10 20 30
Portland, OR
Seattle-Tacoma, WA
Eugene, OR
Los Angeles, CA
San Francisco-Oakland-San Jose, CA
Yakima, WA
New York, NY/NJ/PA/CT
Chicago, IL
San Diego, CA
Spokane, ID/WA
Salt Lake City, ID/UT
Sacramento-Stockton-Modesto, CA
Percent
17
Base: Overnight Marketable Person-Trips to Mt. Hood-Columbia River Gorge Region
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39.4
25.6
17.1
14.1
13.3
8.7
0 10 20 30 40
Portland Region
Coast Region
Central Region
Eastern Region
Willamette Valley Region
Southern Region
Percent
18
Base: Overnight Person-Trips
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18
30
34
18
21
26
32
21
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Overnight Marketable Person-Trips
19
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69
51
87
69
0 20 40 60 80 100
Ever
Past 12 Months*
Percent
Mt. Hood-Columbia River Gorge Oregon
20
Base: Overnight Marketable Person-Trips
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6
19
21
15
30
9
4
17
19
15
34
11
0 10 20 30 40
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything in advance
Percent
Mt. Hood-Columbia River Gorge Oregon
21
Base: Overnight Marketable Person-Trips
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27
24
22
17
17
15
14
14
12
16
19
18
10
15
16
6
10
8
0 10 20 30
Advice from relatives or friends
Online travel agencies
Destination websites
Travel guide/other books
Social Media
Hotel or resort
Airline/commercial carrier
Travel company websites
Auto club/AAA
Percent
Mt. Hood-Columbia River Gorge Oregon
22
Base: Overnight Marketable Person-Trips
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10
9
7
5
5
5
3
2
2
8
5
3
3
3
1
1
2
2
0 10 20 30
Lodging sharing websites
Visitors' bureau/gov tourism office
Magazine articles/ad
Travel Agent/Company
800/888 number
Travel/ski show or exhibition
TV program/ad
Radio show/ad
Newspaper articles/ad
Percent
Mt. Hood-Columbia River Gorge Oregon
23
Base: Overnight Marketable Person-Trips
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25
20
17
13
10
9
8
8
6
6
4
20
21
7
6
8
6
7
4
4
1
2
0 5 10 15 20 25
Online travel agencies
Hotel or resort
Airline/commercial carrier
800/888 number
Travel company websites
Destination websites
Lodging sharing websites
Auto club/AAA
Travel Agent/Company
Travel/ski show or exhibition
Visitors' bureau/gov tourism office
Percent
Mt. Hood-Columbia River Gorge Oregon
24
Base: Overnight Marketable Person-Trips
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91
52
48
35
22
89
47
43
33
16
0 20 40 60 80 100
Used Any Device (net)
Laptop
Desktop/Home computer
Smartphone
Tablet
Percent
Mt. Hood-Columbia River Gorge Oregon
25
Base: Overnight Marketable Person-Trips
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84
68
33
29
84
69
28
30
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Mt. Hood-Columbia River Gorge Oregon
26
Base: Overnight Marketable Person-Trips
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15
25
27
14
15
4
24
26
24
10
11
5
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Mt. Hood-Columbia River Gorge Oregon
Average Oregon
4.1 nights
Average Mt. Hood-Columbia
River Gorge Region 4.5 nights
27
Base: Overnight Marketable Person-Trips
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46
34
15
2
3
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Average Nights Spent in Mt. Hood-Columbia
River Gorge Region= 2.0
Base: Overnight Marketable Person-Trips with 1+ Nights Spent in the Mt. Hood-Columbia River Gorge Region
28
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2.3
2.3
0.6
0.6
0 1 2 3 4
Mt. Hood-Columbia River
Gorge
Oregon
Average Number of People
Adults Children
Total = 2.9
Total = 2.9
29
Base: Overnight Marketable Person-Trips
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72
19
19
13
11
5
71
29
18
14
10
10
0 20 40 60 80
Spouse/partner
Child(ren)
Friend(s)
Just myself/traveled alone
Other relative(s)
Parent(s)
Percent
Mt. Hood-Columbia River Gorge Oregon
30
Base: Overnight Marketable Person-Trips
*Question added in 2017; reflects 2017 data only
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61
29
21
18
8
8
8
7
4
3
3
77
14
14
5
7
4
3
5
3
2
1
0 20 40 60 80
Own car/truck
Rental car
Plane
Online Taxi Service (Lyft, Uber, etc)
Camper, R.V
Bus
Traditional Taxi Service
Train
Ship/Boat
Bicycle
Motorcycle
Percent
Mt. Hood-Columbia River Gorge Oregon
31
Base: Overnight Marketable Person-Trips
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28
20
19
19
10
10
8
8
5
4
3
2
2
26
15
23
17
5
9
7
3
4
2
4
5
5
0 10 20 30
Motel
Campground/trailer park/RV park
Other hotel
Resort hotel
Bed & Breakfast
Home of friends/relatives
Rented home/condo/apartment
Country Inn/Lodge
Rented cottage/cabin
Boat/cruise ship
Own home/condo/apt/2nd home
Time Share
Other
Percent
Mt. Hood-Columbia River Gorge Oregon
32
Base: Overnight Marketable Person-Trips
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38
34
33
33
26
20
20
19
17
17
17
12
25
24
31
20
20
30
14
15
15
15
8
12
0 10 20 30 40
National/State ParkLandmark/Historic Site
ShoppingHiking/Backpacking
Fine DiningBeach/Waterfront
BreweryMuseumCamping
SwimmingWinery
Bar/Nightclub
Percent
Mt. Hood-Columbia River Gorge Oregon
33
Base: Overnight Marketable Person-Trips
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10
8
8
7
7
7
6
6
6
6
5
5
3
7
5
6
7
3
12
4
2
5
4
6
0 10 20 30 40
Mountain ClimbingFishingBiking
Art GalleryFair/Exhibition/Festival
SkiingCasino
SpaVisited American Indian Community
TheaterBoating/Sailing
Zoo
Percent
Mt. Hood-Columbia River Gorge Oregon
34
Base: Overnight Marketable Person-Trips
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4
4
4
4
4
4
3
3
3
3
3
3
2
2
4
4
2
2
3
1
3
3
4
3
0 10 20 30 40
WaterparkRaftingBirdingDance
Adult Amateur Sports EventEducational Seminar
GlampingTrade Show
Youth/Teenager Sports EventRock/Pop Concert
GolfTheme Park
Percent
Mt. Hood-Columbia River Gorge Oregon
35
Base: Overnight Marketable Person-Trips
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3
2
2
2
2
2
2
1
1
1
1
1
1
2
3
1
1
1
1
0
1
1
0 10 20 30 40
Business Meeting
Rodeo
Kids Sports Event
Pro/College Sports
Motorcycle Touring
Opera
Tennis
Symphony
Dude Ranch
Hunting
Conference/Convention
Percent
Mt. Hood-Columbia River Gorge Oregon
36
Base: Overnight Marketable Person-Trips
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46
27
19
17
17
10
8
6
5
4
4
4
31
22
12
12
9
7
6
2
4
2
1
3
0 10 20 30 40 50
Historic placesCultural activities/attractionsBrewery Tours/Beer Tasting
Exceptional culinary experiencesWinery tours/Wine tasting
Eco-TourismMarijuana Tourism*
AgritourismTraveling with grandchildren
WeddingMedical TourismReligious Travel
Percent
Mt. Hood-Columbia River Gorge Oregon
37
Base: Overnight Marketable Person-Trips
*Added in 2017, reflects 2017 data only
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38
Base: Overnight Marketable Person-Trips
78
35
34
32
25
20
17
74
37
33
30
19
16
13
0 20 40 60 80
Used any social media for travel
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
Percent
Mt. Hood-Columbia River Gorge Oregon
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39
Base: Overnight Marketable Person-Trips
78
12
11
11
10
9
7
6
74
11
13
7
9
6
6
4
0 20 40 60 80
Used any social media for travel
Got travel advice
Contributed travel reviews
Gave travel advice
"Followed" a destination/attraction
Subscribed to a travel e-newsletter
Tweeted about a trip
Blogged about a trip
Percent
Mt. Hood-Columbia River Gorge Oregon
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50
25
7
4
43
27
3
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Mt. Hood-Columbia River Gorge Oregon
40
Base: Overnight Marketable Person-Trips
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51
49
47
53
0 20 40 60
Male
Female
Percent
Mt. Hood-Columbia River Gorge Oregon
41
Base: Overnight Marketable Person-Trips
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12
23
19
15
14
17
12
17
16
16
18
21
0 10 20 30
18-24
25-34
35-44
45-54
55-64
65+
Percent
Mt. Hood-Columbia River Gorge Oregon
Average Oregon = 47.7
Average Mt. Hood-Columbia River
Gorge = 45.0
42
Base: Overnight Marketable Person-Trips
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63
27
10
65
23
12
0 20 40 60 80
Married/with partner
Single/never married
Divorced/widowed/ separated
Percent
Mt. Hood-Columbia River Gorge Oregon
43
Base: Overnight Marketable Person-Trips
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25
40
15
11
9
22
42
14
13
9
0 10 20 30 40 50
1 member
2 members
3 members
4 members
5+ members
Percent
Mt. Hood-Columbia River Gorge Oregon
44
Base: Overnight Marketable Person-Trips
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61
17
16
16
65
18
15
13
0 10 20 30 40 50 60 70
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Mt. Hood-Columbia River Gorge Oregon
45
Base: Overnight Marketable Person-Trips
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25
44
18
12
1
21
41
22
15
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Mt. Hood-Columbia River Gorge Oregon
46
Base: Overnight Marketable Person-Trips
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52
12
36
47
9
44
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Mt. Hood-Columbia River Gorge Oregon
47
Base: Overnight Marketable Person-Trips
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5
17
19
21
38
5
15
17
23
40
0 10 20 30 40
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Mt. Hood-Columbia River Gorge Oregon
48
Base: Overnight Marketable Person-Trips
Average Oregon = $66,410
Average Mt. Hood-Columbia River
Gorge = $68,355
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82
4
14
88
2
10
0 20 40 60 80 100
White
African-American
Other
Percent
Mt. Hood-Columbia River Gorge Oregon
49
Base: Overnight Marketable Person-Trips
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91
9
93
7
0 20 40 60 80 100
No
Yes
Percent
Mt. Hood-Columbia River Gorge Oregon
50
Base: Overnight Marketable Person-Trips
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Appendix:
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.
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➢ Leisure Trips: Include 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
➢ 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.
Marketable Trips:Include all leisure trips, with the exception ofvisits to friends/relatives
Total Trips = Leisure + Business + Business-Leisure
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