oregon 2017 visitor research · 10.9 10.3 5.5 4.5 4.0 3.3 2.5 0 2 4 6 8 10 12 portland region coast...

Oregon 2017

Visitor Research

Introduction…………….………………………………..…………..……………..……………………………………………………………. 3

Research Objectives…………………………………………..……………...………………………………………………........................ 4

Methodology………………………………………………………………...…………………………………………………........................ 5

Key Findings………………………………………………………..…………………………………………………………......................... 6

Size & Structure of the U.S. Travel Market…………………………..………………………………………………………………………. 10

Size & Structure of Oregon’s Domestic Travel Market………………..…………………………………………………………………... 14

Overnight Trip Characteristics……………………..…………………….…………………………………………………………………….. 22

Traveler Demographic Profile of Overnight Marketable Trips.............................…………………………………………………………. 54

Day Trip Characteristics……………………………………………………..……………………………………………….......................... 65

Traveler Demographic Profile of Day Marketable Trips...................................……………………………………………………………. 84

Appendix: Key Terms Defined…………………………………………………..……………………………………………........................ 95

✓ 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 an overview for Oregon’s domestic tourism business in 2017.

3

✓ The visitor research program is designed to provide:

✓ Estimates of domestic overnight and day visitor volumes to Oregon.

✓ A profile of Oregon’s performance within its overnight marketable travel market.

✓ Profiles of Oregon’s day marketable travel market.

✓ Relevant trends in each of these areas.

4

➢ Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major

U.S. consumer panel is invited to participate in the Travel USA® survey:

➢ Selected to be representative of the U.S. adult population

➢ For the 2017 travel year, this yielded :

➢ 329,470 trips for analysis nationally:

➢ 232,317 overnight trips

➢ 97,153 day trips

➢ For Oregon, the following sample was achieved in 2017:

➢ 6,005 trips:

➢ 4,020 overnight trips, 1,930 of which were marketable trips

➢ 1,985 day trips, 1,152 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.

5

Key Findings

➢ In 2017, Oregon had 86.2 million person trips, increasing 3.9% from 2015. 40% were overnight trips and

60% were day trips.

➢ Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most

prevalent marketable trip types were touring through the state and outdoor trips.

➢ The top three states of origin for visitors on overnight trips to Oregon were Oregon, Washington, and

California. Among DMAs, the top three overnight visitor sources were Portland, Eugene, and Seattle.

7

➢ Over eighty percent (81%) of visitors on an overnight trip to Oregon were very satisfied with the overall

trip experience. The next highest-ranking categories for satisfaction were friendliness of the local people

(69%) and safety and security (69%).

➢ Among those on overnight trips to Oregon, 85% have visited Oregon at least once before and 69% have

visited in the past year.

➢ Similar to the national average, nearly half (47%) of the overnight trips were planned 2 months or less

before the trip. Similar to the national average, 9% did not plan anything in advance.

➢ Online travel agencies, destination websites, and hotels or resorts were the most common planning

sources for a Oregon overnight trip. Hotels and resorts were the most common booking source.

8

➢ The average number of nights spent in Oregon on an overnight trip was 2.9 nights, remaining steady

from 2015. The average travel party size was 2.9 persons.

➢ Three-quarters (77%) of overnight Oregon travelers arrived by personal car or truck.

➢ The top five activities and experiences during an overnight trip to Oregon were shopping, going to the

beach or a waterfront, visiting a national or state park, landmark/historic site visits, and fine dining.

➢ Over two-thirds of Oregon visitors (71%) traveled with a spouse or partner, and 29% traveled with

children. Fourteen percent (14%) traveled alone.

9

Size & Structure of the

U.S. Travel Market

1,480 1,532 1,568 1,585 1,618

0

500

1,000

1,500

2,000

2013 2014 2015 2016 2017

Mill

ion

s o

f T

rip

s

2.1%

Base: Overnight Person-Trips

11

Visits to Friends/Relatives43%

Marketable43%

Business10%

Business-Leisure4%


12

2

5

< 1

3

2

-5 0 5

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change


13

Size & Structure of

Oregon’s Domestic

Travel Market

Total Person-Trips = 86.2 Million

Day Trips60%

Overnight Trips40%

34.1 Million

52.1 Million

+3.9% vs. 2015

15

2.3% 2.2% 2.2%1.9% 2.0% 2.0%

0%

1%

2%

3%

4%

2013 2015 2017

Pe

rcen

t

Day Overnight


16

Total Overnight Person-Trips = 34.1 Million

Adults79%

Children21%

7.1 Million

27 Million

17


41%

Marketable*51%

Business8%

13.9 Million

17.5 Million

2.7 Million

Total Overnight Person-Trips = 34.1 Million

18

*Marketable includes Business-Leisure

10.9

10.3

5.5

4.5

4.0

3.3

2.5

0 2 4 6 8 10 12

Portland Region

Coast Region

Willamette Valley Region

Central Region

Southern Region

Mt Hood-Columbia River Gorge Region

Eastern Region

Millions of Person-Trips

*Adds to more than total state overnight volume because people may visit more than one region on a trip

19


Total Day Person-Trips =52.1Million

Adults79%

Children21%

11.1 Million

41.0 Million

20


33%

Marketable*60%

Business7%

31.3 Million

3.8 Million

Total Day Person-Trips = 52.1 Million

17 Million

21 *Marketable includes Business-Leisure

Overnight Trip

Characteristics

24

23

17

11

11

6

2

2

2

2

20

14

19

11

12

9

1

4

2

8

0 10 20 30

Touring

Outdoors

Special event

Resort

City trip

Casino

Skiing/snowboarding

Cruise

Golf Trip

Theme park

Percent

Oregon U.S. Norm

23

Base: Overnight Marketable Person-Trips

24

23

17

11

11

6

2

2

2

2

27

23

15

10

13

6

2

2

1

1

0 10 20 30

Touring

Outdoors

Special event

Resort

City trip

Casino

Skiing/snowboarding

Cruise

Golf Trip

Theme park

Percent

2017 2015

24


States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%


25

47

17

13

2

2

2

0 10 20 30 40 50

Oregon

Washington

California

Idaho

Texas

Florida

Percent

26


31

10

10

6

4

4

3

2

2

2

2

0 10 20 30 40

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Medford-Klamath Falls, OR/CA

San Francisco-Oakland-San Jose, CA

Los Angeles, CA

Yakima, WA

Bend, OR

Boise, ID

Sacramento-Stockton-Modesto, CA

Spokane, ID/WA

Percent

27


21

26

32

21

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


28

81

69

69

67

64

62

61

52

36

81

70

69

64

65

56

38

0 20 40 60 80 100

Overall trip experience

Friendliness of people

Safety & Security*

Sightseeing/ attractions

Quality of accomodations

Quality of food

Cleanliness*

Value for the money

Music/ nightlife/ entertainment

Percent

2017 2015

29

* Added in 2017


87

69

85

75

0 20 40 60 80 100

Ever

Past 12 Months*

Percent

2017 2015

30

* Question wording changed in 2017


4

17

19

15

34

11

4

19

21

17

30

9

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

Oregon U.S. Norm

31


19

18

16

16

15

10

10

8

8

19

14

21

14

13

11

6

5

7

0 5 10 15 20 25

Online travel agencies

Destination websites

Hotel or resort

Advice from relatives or friends

Social Media

Travel company websites

Travel guide/other books

Lodging sharing websites

Auto club/AAA

Percent

Oregon U.S. Norm

32


6

5

3

3

3

2

2

1

1

8

4

3

6

3

1

2

2

1

0 5 10 15 20 25

Airline/commercial carrier

Visitors' bureau/gov tourism office

800/888 number

Travel Agent/Company

Magazine articles/ad

Radio show/ad

Newspaper articles/ad

TV program/ad

Travel/ski show or exhibition

Percent

Oregon U.S. Norm

33


21

20

8

7

7

6

6

4

4

2

1

25

19

9

5

10

5

6

5

7

2

1

0 5 10 15 20 25 30

Hotel or resort

Online travel agencies

Travel company websites

Lodging sharing websites

Airline/commercial carrier

800/888 number

Destination websites

Auto club/AAA

Travel Agent/Company

Visitors' bureau/gov tourism office

Travel/ski show or exhibition

Percent

Oregon U.S. Norm

34


89

47

43

33

16

91

49

43

35

19

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent

Oregon U.S. Norm

35


84

69

30

28

87

73

28

28

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Tablet

Laptop

Percent

Oregon U.S. Norm

36


24

26

24

10

11

5

22

27

26

11

11

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Oregon U.S. Norm

Average Oregon

4.1 nights

Average U.S. Norm

3.7 nights

37


31

28

25

9

7

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Oregon = 2.9

Base: Overnight Marketable Person-Trips with 1+ Nights Spent In Oregon

38

31

28

25

9

7

31

30

22

10

7

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2017 2015

Average

2017 = 2.9 nights

2015 = 2.9 nights

39


2.3

2.6

0.6

0.7

0 1 2 3 4

Oregon

U.S. Norm

Average Number of People

Adults Children

Total = 3.3

Total = 2.9

40


71

29

18

14

10

10

1

1

67

35

21

13

11

12

2

1

0 20 40 60 80

Spouse/partner

Child(ren)

Friend(s)

Just myself/traveled alone

Parent(s)

Other relative(s)

Grandparent(s)

Business associate(s)

Percent

Oregon U.S. Norm

41


77

14

14

7

5

5

4

3

3

2

1

69

17

20

3

10

4

6

7

4

1

1

0 20 40 60 80

Own car/truck

Rental car

Plane

Camper, R.V

Online Taxi Service (Lyft, Uber, etc)

Train

Bus

Traditional Taxi Service

Ship/Boat

Bicycle

Motorcycle

Percent

Oregon U.S. Norm

42


26

23

17

15

9

7

5

5

5

4

4

3

2

17

24

29

7

7

6

5

5

3

3

3

3

3

0 10 20 30

Motel

Other hotel

Resort hotel

Campground/trailer park/RV park

Home of friends/relatives

Rented home/condo/apartment

Bed & Breakfast

Time Share

Other

Own home/condo/apt/2nd home

Rented cottage/cabin

Country Inn/Lodge

Boat/cruise ship

Percent

Oregon U.S. Norm

43


31

30

25

24

20

20

15

15

15

14

12

12

35

20

15

19

23

11

7

21

14

6

14

17

0 10 20 30 40

ShoppingBeach/Waterfront

National/State ParkLandmark/Historic Site

Fine DiningHiking/Backpacking

CampingSwimming

MuseumBreweryCasino

Bar/Nightclub

Percent

Oregon U.S. Norm

44


8

7

7

6

6

5

5

4

4

4

4

4

5

6

6

6

5

7

4

6

2

6

5

4

0 10 20 30 40

WineryFishing

Fair/Exhibition/FestivalArt Gallery

ZooTheater

BikingBoating/Sailing

BirdingSpa

DanceGolf

Percent

Oregon U.S. Norm

45


3

3

3

3

3

3

3

2

2

2

2

2

5

4

2

11

1

3

2

2

2

2

0 10 20 30 40

Mountain Climbing

Rock/Pop Concert

Pro/College Sports

Skiing

Theme Park

Glamping

Youth/Teenager Sports Event

Visited American Indian Community

Rafting

Adult Amateur Sports Event

Educational Seminar

Percent

Oregon U.S. Norm

46


2

2

1

1

1

1

1

1

1

1

1

5

2

1

1

1

1

1

1

1

1

1

0 10 20 30 40

Waterpark

Kids Sports Event

Trade Show

Symphony

Tennis

Motorcycle Touring

Conference/Convention

Opera

Business Meeting

Rodeo

Hunting

Percent

Oregon U.S. Norm

47


31

22

12

12

9

7

6

4

3

2

2

1

28

22

12

7

6

5

3

4

2

2

3

1

0 5 10 15 20 25 30 35

Historic placesCultural activities/attractions

Exceptional culinary experiencesBrewery Tours/Beer Tasting

Winery tours/Wine tastingEco-Tourism

Marijuana TourismTraveling with grandchildren

Religious TravelAgritourism

WeddingMedical Tourism

Percent

Oregon U.S. Norm

48


49


74

37

33

30

19

16

13

13

11

72

36

32

27

24

14

12

13

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

Contributed travel reviews

Got travel advice

Percent

Oregon U.S. Norm

50


74

9

7

6

6

4

72

11

10

6

7

4

0 20 40 60 80


"Followed" a destination/attraction

Gave travel advice

Subscribed to a travel e-newsletter

Tweeted about a trip

Blogged about a trip

Percent

Oregon U.S. Norm

74

37

33

30

19

16

13

13

11

76

37

37

27

26

16

15

14

14

0 20 40 60 80



Read travel reviews



Read a travel blog



Got travel advice

Percent

2017 2015

51


74

9

7

6

6

4

76

11

10

7

7

5

0 20 40 60 80



Gave travel advice




Percent

2017 2015

52


43

27

3

2

43

22

4

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent

Oregon U.S. Norm

53


Traveler Demographic

Profile of Overnight

Marketable Trips

47

53

50

50

0 20 40 60

Male

Female

Percent

Oregon U.S. Norm

55


12

17

16

16

18

21

12

20

19

19

14

16

0 10 20 30

18-24

25-34

35-44

45-54

55-64

65+

Percent

Oregon U.S. Norm

Average Oregon = 47.7

Average U.S. Norm = 45.0

56


65

23

12

63

25

12

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/ separated

Percent

Oregon U.S. Norm

57


22

42

14

13

9

20

35

18

15

12

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent

Oregon U.S. Norm

58


65

18

15

13

54

21

23

17

0 10 20 30 40 50 60 70

No children under 18

Any child between 13-17


Any child under 6

Percent

Oregon U.S. Norm

59


21

41

22

15

1

21

42

23

13

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Oregon U.S. Norm

60


47

9

44

54

9

37

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent

Oregon U.S. Norm

61


5

15

17

23

40

6

16

17

23

38

0 10 20 30 40

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent

Oregon U.S. Norm

62


Average Oregon = $66,410

Average U.S. Norm = $68,970

88

2

10

83

7

10

0 20 40 60 80 100

White

African-American

Other

Percent

Oregon U.S. Norm

63


93

7

91

9

0 20 40 60 80 100

No

Yes

Percent

Oregon U.S. Norm

64


Day Trip

Characteristics

29

23

12

12

11

5

4

1

1

1

1

22

13

15

16

15

7

3

1

1

6

<1

0 10 20 30

Touring

Outdoors

City trip

Special event

Shopping

Casino

Resort

Cruise

Skiing/snowboarding

Theme park

Golf trip

Percent

Oregon U.S. Norm

66

Base: Day Person-Trips

29

23

12

12

11

5

4

1

1

1

1

30

21

14

9

13

5

4

1

1

1

1

0 10 20 30 40

Touring

Outdoors

City trip

Special event

Shopping

Casino

Resort

Cruise

Skiing/snowboarding

Theme park

Golf trip

Percent

2017 2015

67

Base: Day Person-Trips

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

68

Base: Day Marketable Person-Trips

64

18

5

3

1

1

1

1

1

1

0 10 20 30 40 50 60 70

Oregon

Washington

California

Idaho

Texas

Florida

Illinois

New York

Arizona

Minnesota

Percent

69


47

14

9

7

3

2

2

0 20 40 60

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Medford-Klamath Falls, OR/CA

Boise, ID

Yakima, WA

Bend, OR

Percent

70


24

26

27

23

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

71


2.2

2.2

0.6

0.7

0 1 2 3 4

Oregon

U.S. Norm

Average Number of People

Adults Children

Total = 2.9

Total = 2.8

72


63

33

22

16

9

9

1

<1

63

38

20

15

10

10

1

1

0 10 20 30 40 50 60 70

Spouse/partner

Child(ren)

Friend(s)

Just myself/traveled alone

Other relative(s)

Parent(s)

Grandparent(s)

Business associate(s)

Percent

Oregon U.S. Norm

73


29

23

18

16

12

9

8

7

5

5

5

30

9

8

9

11

11

8

9

5

3

6

0 10 20 30

Shopping

Beach/WaterfrontHiking/BackpackingNational/State Park

Landmark/Historic Site

Fine Dining

Casino

Museum

Fair/Exhibition/FestivalBrewery

Swimming

Percent

Oregon U.S. Norm

74


4

4

4

4

3

3

2

2

2

2

2

3

3

5

3

5

3

3

1

3

2

2

0 10 20 30

Winery

CampingZoo

Fishing

Bar/Nightclub

Theater

Art Gallery

Mountain Climbing

Rock/Pop ConcertBoating/Sailing

Kids Sports Event

Percent

Oregon U.S. Norm

75


2

2

1

1

1

1

1

1

1

1

1

2

1

1

7

2

2

1

<1

1

2

2

0 10 20 30

Biking

SkiingBirding

Theme Park

Spa

Golf

Dance

Glamping

RaftingPro/College Sports

Waterpark

Percent

Oregon U.S. Norm

76


1

1

1

1

1

1

1

1

1

1

1

2

<1

1

1

1

1

1

1

1

1

1

0 10 20 30

Youth/Teenager Sports Event

SymphonyEducational Seminar

Conference/Convention

Adult Amateur Sports Event

Visited American Indian Community

Hunting

Motorcycle Touring

TennisBusiness Meeting

Trade Show

Percent

Oregon U.S. Norm

77


23

16

7

6

5

5

4

4

2

2

1

1

21

16

7

4

4

4

2

3

2

1

2

1

0 10 20 30

Historic placesCultural activities/attractions

Exceptional culinary experiencesEco-Tourism

Brewery tours/Beer tastingWinery tours/Wine tasting

Marijuana TourismTraveling with grandchildren

AgritourismMedical Tourism

WeddingReligious Travel

Percent

Oregon U.S. Norm

78


71

36

31

28

22

15

13

12

70

34

30

26

24

14

11

12

0 20 40 60 80



Read travel reviews



Read a travel blog


Got travel advice

Percent

Oregon U.S. Norm

79


71

11

9

8

7

5

5

70

10

10

8

5

6

3

0 20 40 60 80




Gave travel advice




Percent

Oregon U.S. Norm

80


71

36

31

28

22

15

13

12

72

39

31

28

25

17

15

14

0 20 40 60 80



Read travel reviews



Read a travel blog


Got travel advice

Percent

2017 2015

81


71

11

9

8

7

5

5

72

11

10

10

7

7

6

0 20 40 60 80




Gave travel advice




Percent

2017 2015

82


37

21

3

1

38

19

2

1

0 10 20 30 40

AAA

AARP

National Motor Club

Better World Club

Percent

Oregon U.S. Norm

83


Traveler Demographic

Profile of Day

Marketable Trips

46

54

46

54

0 20 40 60

Male

Female

Percent

Oregon U.S. Norm

85


11

17

19

17

19

17

12

19

20

20

14

15

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+

Percent

Oregon U.S. Norm

Average Oregon = 46.6

Average U.S. Norm = 45.1

86


58

26

16

60

25

15

0 20 40 60

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent

Oregon U.S. Norm

87


25

37

16

11

11

21

34

18

15

12

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Oregon U.S. Norm

88


64

18

17

14

54

20

23

17

0 20 40 60

No children under 18



Any child under 6

Percent

Oregon U.S. Norm

89


19

38

27

15

1

19

41

24

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Oregon U.S. Norm

90


46

10

44

50

10

40

0 10 20 30 40 50 60

Full-time/self-employed

Part-time

Not employed/retired/ other

Percent

Oregon U.S. Norm

91


3

11

13

23

50

4

13

14

23

46

0 10 20 30 40 50 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent

Oregon U.S. Norm

92


Average Oregon = $57,230

Average U.S. Norm = $61,410

88

2

10

84

6

10

0 20 40 60 80 100

White

African-American

Other

Percent

Oregon U.S. Norm

93


92

8

92

8

0 20 40 60 80 100

No

Yes

Percent

Oregon U.S. Norm

94


Appendix:

Key Terms Defined

➢ 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.

96

➢ 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

97

oregon 2017 visitor research · 10.9 10.3 5.5 4.5 4.0 3.3 2.5 0 2 4 6 8 10 12 portland region coast...

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