Www.bnresearch.com Overnight Visitors to Oregon’s Mt. Hood Territory January 2006 Prepared for...

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Overnight Visitors to Oregon’s Mt. Hood Territory

January 2006

Prepared for

CLARITY

DEPTH

Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved

2

Clackamas County visitors had a great time

….and they will be back!


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Study Objectives

> This study measures overnight Clackamas County visitors in terms of:– Main purpose of trip– Where visitors reside– Time spent planning trip– Length of advance trip planning – Information sources used to make travel decisions – Party composition – How visitors get to the county– How long visitors stay in the county– What visitors do while in the county– How much visitors spend– Level of satisfaction with visit– Likelihood of returning to county and reasons– Who travels during each season– Where travelers stay


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Methodology

> A web survey was conducted of overnight visitors:– The survey was conducted between May 2004 and September 2005.– Visitors to 70 participating hotels, motels, resorts, B&B and lodges were given a

postcard upon check in. Upon sending the postcard back to BNResearch, the respondents were sent an email with a link to the survey website.

– Approximately 26,500 cards were distributed to hotel, motels, resorts, B&B and lodges. 1,775 sent back the postcard and were emailed a link to the survey website. 817 respondents completed the survey. A completion rate of 46% (returns) and 3% of those distributed to properties.

– A contest was offered as an incentive to complete the survey.


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Segments of Interest

> To help determine possible marketing segmentation strategies, the following groups were reviewed:

– Origin segments– First vs. repeat visitor segments– Travel type segments (i.e. leisure, meeting, business, group)– Friends and relatives visitor segments– Internet user segment– Traveling with and without children segments– Activities and events segments– Seasonal segments– Lodging type segments– Areas of Clackamas County stayed

6 Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved

Travel Origin and Visitor Profiles Purpose of Trip Travel DecisionInformation SourcesTravel CompanionsTrip CharacteristicsSpendingTrip SatisfactionThe Season & Lodging Markets



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Origin of Visitors

11%+

3% - 10%

2%

1%

0%*

Outside US4%

11%

44%

20%

*AK, DC, GA, HI, LA, MS, OK, ND, SD, and VT were <.5%


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State of Oregon

Northwest63%

Curry

Josephine JacksonKlamath

DouglasCoos

Lane

Lake

HarneyMalheur

Deschutes

Crook

Grant

Baker

Union

WallowaUmatilla

Morrow

WheelerJefferson

Wasco

GilliamSherman

Linn

Benton

Lincoln

Polk Marion

Clackamas

HoodRiverTillamook

Yamhill

Clatsop Columbia

Washington Multnomah

Southwest23%

Southeast0%

Northeast5%

Central10%

Note: Base is Oregon visitors


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Multnomah21%

Clackamas10%

Washington13%

Note: Base is Oregon visitors

Portland Metro


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Origin Segment Profile

In-StateOut-of-State

Average Number of Nights in Clackamas County 2.3 3.1

Party Size 2.9 2.6

Average Spent Per Party on Trip $339 $421

Median Age 45.9 50.5

Median Income (000) $66.9 $82.4

> Out-of-state visitors stay longer, spend more, are slightly older and have higher incomes than in-state visitors.


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Origin Segment Profile

Multnomah County

Portland Metro

NW Counties

Average Number of Nights in Clackamas County 2.3 2.7 2.5

Party Size 3.7 3.5 3.3

Average Spent Per Party on Trip $436 $401 $371

Median Age 38.3 40.0 42.4

Median Income (000) $67.1 $73.1 $71.2

> Residents within a 2-hour drive have similar demographic characteristics.


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First Visit or Repeat Visit

20%

80%

0%

20%

40%

60%

80%

First Time Repeat Visit

Q3. Was this your first visit to Clackamas County, or have you been here before?

> Visitors to Clackamas County are loyal.


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First vs. Repeat Segments Profile

First Visit Repeat Visit


Party Size 2.9 2.7

In-state 13% 52%

Out-of-state* 87% 48%

Northwest Counties (2 hours) 5% 33%



Median Income (000) $78.1 $73.8

> First time visitors are primarily from out-of-state.

Q3. Was this your first visit to Clackamas County, or have you been here before?*Includes non-US residents


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Travel Segments - Purpose of Visit

Group1%

Business3%

Meeting35%

Leisure61%

> The majority of visitors were in Clackamas County for leisure purposes.

S2a. What was the main purpose for your trip?


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Travel Segments Profile

Leisure Meeting Business*

Average Number of Nights in Clackamas County 2.8 2.6 2.5

Party Size 3.1 2.1 1.6

In-state 45% 44% 22%

Out-of-state* 55% 56% 78%

Northwest Counties (2 hours) 32% 20% 15%

Average Spent Per Party on Trip $399 $369 $292

Median Age 47.4 49.7 53.3

Median Income (000) $75.8 $72.3 $90.0

> There are noticeable differences in the travel segments.

*Small sample size. Interpret with caution.


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Friends and Relatives Segments

> For about 1 in 5, visiting friends and relatives was a secondary activity (36% less 19%).

19%

17%

0% 10% 20% 30% 40%

Main Purpose-VisitFriends/Relatives

VisitedFriends/Relatives

36%


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Friends and Relatives Segment Profile

Main Purpose Visit Friends/

Relatives

Secondary Purpose Visit

Friends/ Relatives


Party Size 2.5 2.8

In-state 33% 38%





Median Income (000) $67.9 $71.6

*Includes non-US residents

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Travel Origin and Visitor Profiles Purpose of Trip Travel DecisionInformation SourcesTravel CompanionsTrip CharacteristicsSpendingTrip SatisfactionThe Season & Lodging MarketsOvernight Visitors to Clackamas County BNResearch 2006 All rights reserved



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When Decision Was Made to Take Trip

2%

7%

14%

39%

24%

12%

2%

0% 10% 20% 30% 40%

> 12 Months Before

7-12 Months Before

4-6 Months Before

1-3 Months Before

1-3 Weeks Before

1-6 Days Before

No Advanced Planning

Q10. When was the decision made to take this trip to Clackamas County?

> Most travelers made the decision to take their trip 1 to 3 months before the trip.


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Length of Time to Plan Trip

2%

1%

1%

3%

10%

17%

60%

7%

0% 20% 40% 60%

Don’t know

More than 12 months

7 to 12 months

4 to 6 months

1 to 3 months

1 to 3 weeks

1 to 6 days

No advance planning

Q11. How long did it take to plan this trip to Clackamas County?

> The majority of travelers took 1 to 6 days to plan their trip.


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Those Involved in Planning Trip

2%

8%

2%

4%

5%

10%

11%

12%

35%

79%

0% 20% 40% 60% 80%

Don't Know

Other

Travel Agent

Corporate Travel Planner

Child

Business Associate

Friend

Family Member/Relative

Spouse

You

Q9. Who was involved in planning this trip?

> The majority of visitors plan their trip by themselves or with a spouse.


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Sources Used for Trip Planning

11%

1%

1%

3%

4%

5%

5%

9%

10%

11%

13%

30%

34%

56%

0% 20% 40% 60%

Did not get travel information

The Travel Channel

TV

Travel agents

Articles in magazines or newspapers

Ads in magazines or newspapers

State or local tourism agencies

Brochures

Travel books or guides

Company in Oregon

AAA or other travel associations

Family/friends

Own experience

The Internet/online search

Q12. Which of the following sources did you use to find travel Information for this trip?

> The internet is a major source of travel information.

Average1.8 sources


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Sources Used MOST for Trip Planning

1%

1%

2%

2%

3%

6%

6%

13%

21%

45%

0% 10% 20% 30% 40% 50%



Travel agents

Brochures



Company in Oregon

Family/friends

Own experience

The Internet/online search

Q13. Which of the following sources did you use MOST to find travel Information for this trip?

> For almost one-half of travelers to Clackamas County, the internet was the most often used information source.


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Internet Segment Profile

Internet Users

Non-Internet Users


Party Size 3.0 2.4

In-state 43% 45%





Median Income (000) $78.3 $70.3

> The internet is a source of travel information for all demographic segments.



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Other Sources Used by Internet Users

1%

1%

1%

5%

6%

8%

9%

10%

14%

16%

31%

35%

0% 10% 20% 30% 40%

TV

Travel agents

The Travel Channel


Articles in magazines or newspapers


Company in Oregon

Brochures



Family/friends

Own experience

Q13. Which of the following sources did you use MOST to find travel Information for this trip?

> Almost two-thirds of those who used the internet relied on their own experience or information from family or friends to plan their trip.

Average2.4 sources


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Travel Companions

Q4a. How many adults and children did you travel with on your trip?

With Children Only: 3%

With Adults and Children: 16%

With Adults Only: 59%

Adults with

Others 78%

Adults Alone 22%

> Most visitors traveled with someone else. 19% traveled with one or more children.

Q4b. And how many children under 18 were traveling with you?


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Children in Travel Party

Q4b. And how many children under 18 were traveling with you?

One 43%

Two 37%

Three 10%

Four+ 10%No Children81%

1+ Children

19%

> Among visitors who traveled with a child, 2 in 5 traveled with only one child and over one-half traveled with two or more children.


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Travel Companions

Number of Adults

1 Adult25%

2 Adults56%

3 Adults5%

4+ Adults14%

> The majority of adult visitors came in pairs and just one-quarter came alone.

Q4a. Including yourself, how many adults did you travel with on your trip? If your trip was with a motor coach or group tour, include only those in your immediate travel party, not the entire group.


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Travel Party Composition

Q5. Were you traveling with any of the following?

Business Associate

7%

Other3%

Friend22%

Family Member

77%

> The majority of visitors who came to Clackamas County with another person came with a family member.


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Family Segment Profile

With Kids Without Kids


Party Size 4.8 2.3

In-state 47% 43%





Median Income (000) $84.0 $73.0

> Travelers with kids tend to reside in NW counties, spend more and have higher incomes than those without kids who tend to be slightly older.



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Method of Travel to Clackamas County

25%

74%

13%

1%0%

20%

40%

60%

80%

Air Private Car Rented Car Train/Bus

Q8. How did you travel form home to the Clackamas County/Portland metro area on this visit?

> Most visitors traveled by private car.


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Average Number of Nights in Clackamas County

2.52.7

3.7

2.02.2

2.4

2.93.1

4.7

1

2

3

4

5

Average Number ofNights at Hotel

Average Number ofNights in Clackamas

County

Average Total Numberof Nights

All Visitors In-state Out-of-state

Q1a-c. How many nights did you state at hotel, Clackamas county and your entire trip?

> On average, visitors spent one night of their trip outside of Clackamas County.


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Events and Activities While on Trip

Q7. What activities/locations did you or anyone in your travel party experience on your visit?

Activity % Visitors

RESTAURANT OR NIGHTCLUB 77%

SHOPPING 67%

Basic items 54%

Specialty items 41%

RELAX/SIGHTSEE 61%

OUTDOOR ACTIVITIES 48%

Visit a park 29%

Hiking 23%

View Wildlife 15%

Other Outdoor 13%

Golfing 9%

Camping/picnic 7%

Skiing/snowboarding 6%

Fishing/hunting 4%

Biking 3%

> Visitors participated in or attended an average of 4.3 events or activities while on their trip.


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Events and Activities While on Trip (Cont.)

Q7. What activities/locations did you or anyone in your travel party experience on your visit?

Activity % Visitors

VISIT FRIENDS/RELATIVES 36%

ATTENDED EVENTS 28%

Visit a museum/historical site 18%

Attend a fair/festival 8%

Watch or part in sports 6%

Cultural event 3%

VISIT A WINERY OR BREW PUB 13%


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Average Amount Spent Each Day on Trip

Q6. What is your best estimate as to how much money you and your immediate traveling party spent each day for each of the following types of expenses during your trip?

$48

$85

$86

$95

$170

$0 $50 $100 $150 $200

Recreation andEntertainment

Transportation toand from CC

Food andBeverage

Shopping forSpecialty Items

Lodging

> Visitors spent an average of $170 per party per day on lodging.


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Total Amount Spent Each Day on Trip

Q6t. How much money did you and your immediate traveling party spend each day?

9%

12%

17%

25%

24%

11%

0% 10% 20% 30%

$750+

$500-749

$350-$499

$250-$349

$150-$249

Less than $150

Average$385

> Visiting parties spent an average of $385 each day.


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Trip Satisfaction

Q14. Overall, how satisfied are you with your visit to Clackamas County?

Somewhat Satisfied

13%

Not Too Satisfied

1%

Very Satisfied

85%

On a scale of 1-4 where 1=Not at all satisfied and 4=Very satisfied Note: Not At All Satisfied = <.05%

> 4 in 5 visitors are very satisfied with their trip to Clackamas County.


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Likelihood to Return

Q15. How likely are you to visit Clackamas County again?

Very Likely81%

Don't Know1%

Not Too Likely

3%Somewhat

Likely15%

On a scale of 1-4 where 1=Not at all likely and 4=Very likely Note: Not At All Likely = <.05%

> 4 in 5 visitors are likely to return.


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Reasons for Visiting Again

Q16. Why are you likely to return?

Top 10 Reason for Interest in Visiting Again % Visitor

Visit friends/family 27%

(Enjoyed) B&B/Hotel 20%

Like the wilderness/mountains/outdoors/scenery 18%

Work/Business reasons 16%

Other activities (fishing, rafting, movies, tram ride, etc) 12%

Shopping 10%

Mt. Hood Loop (Fruit Loop) 9%

Like area/Oregon 8%

Close to home 7%

(Good) restaurants 6%

> Friends and family members are a big draw for Clackamas County.


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Interest in Receiving Clackamas County Information

No66%

Yes 34%

> Over one-third of Clackamas County visitors would like to receive information highlighting future events, attractions and special promotions.

Q21A. Would you like to receive information highlighting future events, attractions and special promotions?


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Seasonal Segment Profile

Winter Spring Summer Fall

Average Number of Nights in Clackamas County 2.3 2.4 3.2 2.5

Party Size 3.3 2.6 2.7 2.5

In-state 63% 55% 30% 45%

Out-of-state* 37% 45% 70% 55%

Northwest Counties (2 hours) 44% 30% 19% 28%

Average Spent Per Party on Trip $328 $366 $414 $393

Median Age 45.6 49.0 48.7 50.1

Median Income (000) $76.9 $63.1 $78.5 $75.1

> The Summer season attracts more out-of-state, bigger spenders and higher income visitors.



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Type of Property

57%

23%

17%

3%

0%

20%

40%

60%

Full Service Vacation Rental Limited Service B&B

Type of Property

% of Visitors

> The majority of all visitors surveyed stayed at a full service hotel.


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Lodging Segment Profile

Full Service

Limited Service

B&B^Vacation

Rental

Average Number of Nights in Clackamas County 2.3 2.8 2.1 3.6

Party Size 2.3 2.1 2.8 4.3

In-state 39% 42% 62% 56%

Out-of-state* 61% 58% 38% 44%

Northwest Counties (2 hours) 22% 14% 38% 51%

Average Spent Per Party on Trip $377 $268 $419 $489

Median Age 50.7 50.7 48.1 42.1

Median Income (000) $73.4 $68.0 $85.0 $84.1

> Visitors who stayed at a vacation rental stayed longer, had a larger party size and spent more per party inside Clackamas County.

*Includes non-US residents^Small sample size. Interpret with caution.


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Lodging Segment Profile

I-5/I-205 Mt. Hood


Party Size 2.3 3.4

In-state 34% 59%





Median Income (000) $69.3 $82.5

> One-half of visitors to the Mt. Hood area reside in one of the thirteen NW counties.



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Property Type by Season

70%

60%

37%

54%

11%

10%

43%

15%

3%

4%

16%

25%

20%

31%

0% 20% 40% 60% 80% 100% 120%

Fall

Summer

Spring

Winter

Full Service Limited Service B&B* Vacation Rental

> Within each season, the majority stayed at full service hotels with the exception of Spring where slightly more stayed in limited service hotels.

* Small sample size. Interpret with caution.


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Property Type by Travel Segment

47%

77%

72%

15%

19%

26%

4%

1%

1% 1%

3%

34%

0% 20% 40% 60% 80% 100% 120%

Leisure

Meeting

Business

Full Service Limited Service B&B* Vacation Rental

> Full service hotels were the number one choice among all three travel segments.

* Small sample size. Interpret with caution.


Key Findings and Recommendations


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There are variations within the county: – By geographically location – sub-regions, i.e. Mt Hood area, I-5 / I-205 area– By season trip was taken– By trip purpose– By visitors’ home/origin

Visiting Friends and Relatives as a primary or secondary purpose

of the trip is a significant trip generator.– CCTDC can reach a notable percent of visiting the family and friends segment

through the county’s own residents.

Repeat visitors are at an acceptable percent of the total visitor base.

Most marketers strive for a 20% new and 80% repeat mix.


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Visitor trip satisfaction is very high and tells us that Clackamas County has a good foundation and mix of things to do and see.

CCTDC now has information on trip planning/timing to use in crafting marketing messages.

– The internet continues to grow in significance as a planning tool.– Timing is everything.

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Thank You!



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