Oregon 2011industry.traveloregon.com/wp-content/uploads/2013/03/OR... · 2020-01-04 · Taxi Cab...

Oregon 2011 Regional Visitor Report

The Central Region

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 2011 overnight visitor volume and travel expenditures for Oregon

as well as for the Central Region in particular

Strategic intelligence about the Central Region’s overnight travel market

including:

Key sources of business

Visitor profiling

Trip characteristics

Methodology

3

For each of the 2010 and 2011 travel years, a representative sample of visitors to the

Central 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 4,119 overnight trips taken to Oregon in 2010 and 2011:

499 included a visit to the Central Region

Of those, 228 were marketable trips

Analytical Note

5

The results of this report are based on two time frames:

Market size and structure estimates for the Central Region are reported for the

2011 travel year, as are all Oregon state norms.

To maximize statistical reliability, other Central Region data (trip

characteristics and visitor profiles) are based on two years’ combined sample

from 2010 and 2011.

Travel Market Size & Structure

- 2011

Size of the Central Region’s Overnight Travel Market

7

Total Overnight Trips to Oregon* = 28.8 Million

Spent Time in the Central

Region 13%

3.6 Million

*Includes both adults and children

The Central Region’s Overnight Travel Market — Adults vs. Children

8

Total Overnight Trips to the Central Region = 3.6 Million

Adults 81%

Children 19%

0.7 Million

2.9 Million

The Central Region’s Overnight Travel Market by Trip Purpose

9

Marketable 49%

VFR 44%

Business 7%

*Marketable includes Business-Leisure

Purpose of Trip — The Central Region vs. Oregon State

10

Base: 2011 Overnight Trips

49

45

7

49

43

8

0 10 20 30 40 50

Marketable Trips

Visits to Friends/Relatives

Business

Percent

Central Region Oregon 2011

*Marketable includes Business-Leisure

2011 Overnight Spending — by Sector

11

2011 Central Region Spending = $390 Million

Lodging 35%

Restaurant Food &

Beverages 25%

Retail 17%

Transportation 13%

Recreation 10%

$137 Million

$50 Million

$41 Million $66 Million

$96 Million

Average Per Person Expenditures on Overnight Trips — By Sector

12

Base: Total Overnight Person-Trips

$38

$26

$18 $14

$11

0

10

20

30

40

50

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

$43

$23

$16 $12 $12

0

10

20

30

40

50

Lodging Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Do

llars

Marketable Trip Characteristics and Visitor Profile –

2010/2011

Main Purpose of Marketable Trip — Central Region vs. State Norm

15

35

23

20

14

5

3

3

1

22

22

21

14

9

1

1

8

0 20 40 60

Outdoors

Touring

Special event

Resort

City trip

Golf

Ski/Snowboarding

Casino

Percent


Base: Overnight Marketable Trips

State Origin Of Overnight Trip

16


54

20

10

3

0 20 40 60

Oregon

Washington

California

Idaho

Percent

DMA Origin Of Overnight Trip

17


30

14

12

8

4

3

3

3

3

0 10 20 30 40

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Bend, OR

San Francisco-Oakland-San Jose, CA

Yakima, WA

Medford-Klamath Falls, CA/OR

Boise, ID

San Diego, CA

Percent

Other Oregon Regions Visited on Central Region Trip

18


15

14

11

11

9

8

0 5 10 15 20

Coast Region

Southern Region

Mt. Hood/Columbia River Gorge

Greater Portland

Willamette Valley

Eastern Region

Percent

Method of Planning Trip

19


42

1

61 52

4

54

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent


Method of Booking Trip

20

37

3

61

49

4

52

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent



Season of Trip

21

15

23

48

14

19

27

37

17

0 10 20 30 40 50

January - March

April - June

July - September

October -December

Percent



Total Nights Away on Trip

22

14

23

31

8

25

27

28

23

9

14

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent


Average

Oregon

= 3.8 Nights


Average

Central Region

= 4.4 Nights

Number of Nights Spent in Central Region

23

Average Nights Spent in Central Region = 3.3

Base: Overnight Marketable Trips with 1+ Nights Spent In Central Region

22

23

32

10

12

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Size of Travel Party

24

2.9

2.7

0.8

0.7

0 1 2 3 4

CentralRegion

Oregon

Average No. of People

Adults Children

Total = 3.7

Total = 3.4


Transportation

25

80

11

9

5

4

8

6

2

2

2

84

10

8

2

2

8

4

3

4

3

0 20 40 60 80 100

Own car/truck

Camper, R.V

Rental car

Motorcycle

Bicycle

Plane

Bus

Ship/Boat

Taxi Cab

Train

Percent



Personal

Vehicles

Commercial

Vehicles

Accommodation

26


25

23

15

11

10

8

7

6

4

3

2

1

24

21

22

14

9

5

6

4

5

4

3

5

0 10 20 30 40

Motel

Campground/trailer park/RV park

Hotel

Resort hotel

Friend/relative's dwelling (not paid)

Time share

Rented home/condo/apartment

Own home/condo/apartment/cabin

Bed & breakfast

Country inn/lodge

Boat/cruise ship

Rented cottage/cabin

Percent


Activities and Experiences

27

33

29

24

23

16

15

14

13

12

12

11

10

23

19

21

31

16

33

23

8

18

5

8

10

0 10 20 30 40

National/State park

Hiking/Backpacking

Camping

Shopping

Swimming

Beach/Waterfront

Fine dining

Fishing

Landmark/Historic site

Golf

Fair/Exhibition/Festival

Museum

Percent



Activities and Experiences (Cont’d)

28

10

7

7

7

6

5

5

4

4

4

3

2

5

17

9

6

2

10

5

8

3

4

3

7

0 10 20 30 40

Biking

Casino

Bar/Disco/Nightclub

Boating/Sailing

Motorcycle touring

Brewery

Spa

Art gallery

Skiing/Snowboarding

Theater

Rafting

Winery

Percent



Activities and Experiences (Cont’d)

29

2

2

2

1

1

1

1

1

1

1

1

4

5

2

2

2

4

2

2

4

2

2

0 10 20 30 40

Dance

Zoo

Hunting

Rodeo

Mountain climbing

Rock/Pop concert

Tennis

Convention/conference

Pro/College sports event

Theme park

Trade show

Percent



Activities of Special Interest

30

25

14

9

8

6

3

28

22

7

13

5

7

0 10 20 30

Historic places

Cultural activities/attractions

Eco-tourism

Exceptional culinary experiences

Traveling with grandchildren

Winery tours/Wine tasting

Percent



Gender

31

55

45

43

57

0 20 40 60 80 100

Male

Female

Percent



Age

32

13

31

38

18

11

34

37

18

0 20 40 60

18-24 years

25-44 years

45-64 years

65+ years

Percent



Average Age

Central Region = 47.3

Average Age

Oregon = 46.7

Household Size

33

18

33

18

22

9

10

44

15

19

12

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent



Income

34


11

18

18

20

23

11

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


Marital Status

35

70

24

7

72

20

8

0 20 40 60 80 100

Married/Withpartner

Never married

Divorced/Widowed/Separated

Percent



Children in Household

36

63

21

16

14

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



Education

37

10

46

29

15

1

14

41

30

13

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



Employment

38

41

12

47

38

13

50

0 20 40 60

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent



Race

39

89

0

11

93

1

6

0 20 40 60 80 100

White

African-American

Other

Percent



Hispanic Background

40

4

96

5

95

0 20 40 60 80 100

Yes

No

Percent



Appendix A: Key Terms Defined

Key Terms Defined

42

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

43

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

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