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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
Central Region Oregon 2011
Base: Overnight Marketable Trips
State Origin Of Overnight Trip
16
Base: Overnight Marketable Trips
54
20
10
3
0 20 40 60
Oregon
Washington
California
Idaho
Percent
DMA Origin Of Overnight Trip
17
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
42
1
61 52
4
54
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Central Region Oregon 2011
Method of Booking Trip
20
37
3
61
49
4
52
0
20
40
60
80
Internet Travel Agent Other/None
Perc
ent
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Average
Oregon
= 3.8 Nights
Base: Overnight Marketable Trips
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
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
Personal
Vehicles
Commercial
Vehicles
Accommodation
26
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
Gender
31
55
45
43
57
0 20 40 60 80 100
Male
Female
Percent
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
Income
34
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Marital Status
35
70
24
7
72
20
8
0 20 40 60 80 100
Married/Withpartner
Never married
Divorced/Widowed/Separated
Percent
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
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
Central Region Oregon 2011
Base: Overnight Marketable Trips
Employment
38
41
12
47
38
13
50
0 20 40 60
Full-time/Self-employed
Part-time
Not employed/Retired/ Other
Percent
Central Region Oregon 2011
Base: Overnight Marketable Trips
Race
39
89
0
11
93
1
6
0 20 40 60 80 100
White
African-American
Other
Percent
Central Region Oregon 2011
Base: Overnight Marketable Trips
Hispanic Background
40
4
96
5
95
0 20 40 60 80 100
Yes
No
Percent
Central Region Oregon 2011
Base: Overnight Marketable Trips
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