Oregon 2013 - Travel Portland Cab Ship/Boat Percent Greater Portland Oregon 2013 Base: Overnight Marketable Trips Personal Commercial Vehicles . ... Greater Portland Oregon 2013

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<ul><li><p>Oregon 2013 Regional Visitor Report </p><p>Greater Portland </p></li><li><p>Introduction </p><p>2 </p><p> Longwoods International began tracking American travelers in 1985, and has </p><p>conducted large-scale syndicated visitor research quarterly since 1990. </p><p> It is currently the largest ongoing study ever conducted of American travelers, </p><p>providing our clients with more reliable data and greater ability to home in on key </p><p>market segments of interest. </p><p> This report provides: </p><p> Estimates of 2013 overnight visitor volume and travel expenditures for Oregon </p><p>as well as for the Greater Portland Region in particular </p><p> Strategic intelligence about the Greater Portland Regions overnight travel </p><p>market including: </p><p> Key sources of business </p><p> Visitor profiling </p><p> Trip characteristics </p></li><li><p>Methodology </p><p>3 </p><p> For each of the 2012 and 2013 travel years, a representative sample of visitors to the </p><p>Greater Portland Region was identified through Travel USA. </p><p> Respondents who visited Oregon were asked to identify with of the states 7 tourism </p><p>regions they spent time in with the aid of a visual map. </p><p> Of the survey sample of 5,752 overnight trips taken to Oregon in 2012 and 2013: </p><p> 1,535 included a visit to the Greater Portland Region </p><p> Of those, 467 were marketable trips </p></li><li><p>Analytical Note </p><p>5 </p><p> The results of this report are based on two time frames: </p><p> Market size and structure estimates for the Greater Portland </p><p>Region are reported for the 2013 travel year, as are all </p><p>Oregon state norms. </p><p> To maximize statistical reliability, other Greater Portland </p><p>Region data (trip characteristics and visitor profiles) are </p><p>based on two years combined sample from 2012 and 2013. </p></li><li><p>Travel Market Size &amp; Structure </p><p>- 2013 </p></li><li><p>Size of the Greater Portland Regions Overnight Travel Market </p><p>7 </p><p>Total Overnight Trips to Oregon* = 30.6 Million </p><p>Overnight Trips 31% </p><p>9.5 Million </p><p>*Includes both adults and children </p></li><li><p>The Greater Portland Regions Overnight Travel Market Adults vs. Children </p><p>8 </p><p>Total Overnight Trips to the </p><p>Greater Portland Region = 9.5 Million </p><p>Adults 81% </p><p>Children 19% </p><p>1.8 Million </p><p>7.7 Million </p></li><li><p>The Greater Portland Regions Overnight Travel Market - by Trip Purpose </p><p>9 </p><p>VFR 54% </p><p>Marketable 34% </p><p>Business 12% </p><p>*Marketable includes Business-Leisure </p></li><li><p>The Greater Portland Region vs. Oregon State by Trip Purpose </p><p>10 </p><p>Base: 2011 Overnight Trips </p><p>54 </p><p>34 </p><p>12 </p><p>44 </p><p>47 </p><p>9 </p><p>0 10 20 30 40 50 60</p><p>Visits to Friends/Relatives</p><p>Marketable Trips</p><p>Business</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>*Marketable includes Business-Leisure </p></li><li><p>2013 Overnight Spending by Sector </p><p>11 </p><p>2013 Greater Portland Region Spending = $1.7 Billion </p><p>Lodging 34% </p><p>Restaurant Food &amp; </p><p>Beverages 27% </p><p>Retail 20% Transportation </p><p>11% </p><p>Recreation 8% </p><p>$567Million </p><p>$188 Million </p><p>$142 Million </p><p>$334 Million </p><p>$445 Million </p></li><li><p>Average Per Person Expenditures on Overnight Trips By Sector </p><p>12 </p><p>Base: Total Overnight Person-Trips </p><p>$48 </p><p>$38 </p><p>$28 </p><p>$16 $12 </p><p>0</p><p>10</p><p>20</p><p>30</p><p>40</p><p>50</p><p>60</p><p>Lodging Restaurant Food &amp;Beverage</p><p>Retail Purchases Transportation atDestination</p><p>Recreation/Sightseeing/</p><p>Entertainment</p><p>Do</p><p>llars</p></li><li><p>Average Per Person Expenditures on Overnight Marketable Trips By Sector </p><p>13 </p><p>Base: 2011 Overnight Marketable Trips </p><p>$53 </p><p>$39 </p><p>$31 </p><p>$15 $15 </p><p>0</p><p>10</p><p>20</p><p>30</p><p>40</p><p>50</p><p>60</p><p>Lodging Restaurant Food &amp;Beverage</p><p>Retail Purchases Transportation atDestination</p><p>Recreation/Sightseeing/</p><p>Entertainment</p><p>Do</p><p>llars</p></li><li><p>Marketable Trip Characteristics and Visitor Profile </p><p>2012/2013 </p></li><li><p>Main Purpose of Marketable Trip Greater Portland vs. State Norm </p><p>15 </p><p>28 </p><p>27 </p><p>26 </p><p>9 </p><p>4 </p><p>3 </p><p>2 </p><p>1 </p><p>0 </p><p>0 </p><p>11 </p><p>24 </p><p>15 </p><p>23 </p><p>13 </p><p>8 </p><p>2 </p><p>2 </p><p>1 </p><p>2 </p><p>0 10 20 30 40 50</p><p>City trip</p><p>Touring</p><p>Special event</p><p>Outdoors</p><p>Resort</p><p>Casino</p><p>Skiing/snowboarding</p><p>Cruise</p><p>Golf Trip</p><p>Theme park</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>State Origin Of Overnight Trip </p><p>16 </p><p>Base: Overnight Marketable Trips </p><p>33 </p><p>29 </p><p>14 </p><p>3 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>0 10 20 30 40</p><p>Oregon</p><p>Washington</p><p>California</p><p>Idaho</p><p>Arizona</p><p>Montana</p><p>Texas</p><p>Illinois</p><p>Percent </p></li><li><p>DMA Origin Of Overnight Trip </p><p>17 </p><p>Base: Overnight Marketable Trips </p><p>21 </p><p>20 </p><p>10 </p><p>6 </p><p>6 </p><p>4 </p><p>3 </p><p>3 </p><p>3 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>0 10 20 30</p><p>Portland, OR</p><p>Seattle-Tacoma, WA</p><p>Eugene, OR</p><p>San Francisco-Oakland-San Jose, CA</p><p>Los Angeles, CA</p><p>Yakima, WA</p><p>Bend, OR</p><p>Medford-Klamath Falls, OR/CA</p><p>Spokane, ID/WA</p><p>Phoenix, AZ</p><p>New York, NY/NJ/PA/CT</p><p>Boise, ID</p><p>Sacramento-Stockton-Modesto, CA</p><p>Percent </p></li><li><p>Other Oregon Regions Visited on Greater Portland Trip </p><p>18 </p><p>Base: Overnight Marketable Trips </p><p>21 </p><p>17 </p><p>13 </p><p>7 </p><p>5 </p><p>4 </p><p>0 10 20 30</p><p>Coast Region</p><p>Mt. Hood/Columbia River Gorge</p><p>Willamette Valley</p><p>Central Region</p><p>Southern Region</p><p>Eastern Region</p><p>Percent </p></li><li><p>Method of Planning Trip </p><p>19 </p><p>Base: Overnight Marketable Trips </p><p>70 </p><p>4 </p><p>31 </p><p>63 </p><p>9 </p><p>39 </p><p>0</p><p>20</p><p>40</p><p>60</p><p>80</p><p>Internet Travel Agent Other/None</p><p>Perc</p><p>ent </p><p>Greater Portland Oregon 2013</p></li><li><p>Method of Booking Trip </p><p>20 </p><p>69 </p><p>5 </p><p>29 </p><p>59 </p><p>8 </p><p>39 </p><p>0</p><p>20</p><p>40</p><p>60</p><p>80</p><p>Internet Travel Agent Other/None</p><p>Perc</p><p>ent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Season of Trip </p><p>21 </p><p>20 </p><p>25 </p><p>31 </p><p>24 </p><p>20 </p><p>25 </p><p>34 </p><p>21 </p><p>0 10 20 30 40</p><p>January - March</p><p>April - June</p><p>July - September</p><p>October -December</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Total Nights Away on Trip </p><p>22 </p><p>31 </p><p>27 </p><p>19 </p><p>10 </p><p>14 </p><p>23 </p><p>30 </p><p>23 </p><p>10 </p><p>14 </p><p>0 10 20 30 40</p><p>1 night</p><p>2 nights</p><p>3-4 nights</p><p>5-6 nights</p><p>7+ nights</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Average </p><p>Oregon </p><p>= 3.9 Nights </p><p>Base: Overnight Marketable Trips </p><p>Average </p><p>Greater Portland </p><p>= 3.4 Nights </p></li><li><p>Number of Nights Spent in Greater Portland </p><p>23 </p><p>Average Nights Spent in Greater Portland = 2.2 </p><p>Base: Overnight Marketable Trips with 1+ Nights Spent in Greater Portland </p><p>45 </p><p>30 </p><p>17 </p><p>7 </p><p>2 </p><p>0 10 20 30 40 50</p><p>1 night</p><p>2 nights</p><p>3-4 nights</p><p>5-6 nights</p><p>7+ nights</p><p>Percent </p></li><li><p>Size of Travel Party </p><p>24 </p><p>2.3 </p><p>2.5 </p><p>0.6 </p><p>0.8 </p><p>0 1 2 3 4</p><p>PortlandMetro</p><p>Oregon</p><p>Average No. of People </p><p>Adults Children</p><p>Total = 2.9 </p><p>Total = 3.4 </p><p>Base: Overnight Marketable Trips </p></li><li><p>Transportation </p><p>25 </p><p>71 </p><p>18 </p><p>4 </p><p>2 </p><p>1 </p><p>22 </p><p>8 </p><p>7 </p><p>6 </p><p>1 </p><p>77 </p><p>14 </p><p>9 </p><p>3 </p><p>3 </p><p>15 </p><p>6 </p><p>7 </p><p>7 </p><p>3 </p><p>0 20 40 60 80 100</p><p>Own car/truck</p><p>Rental car</p><p>Camper, R.V</p><p>Bicycle</p><p>Motorcycle</p><p>Plane</p><p>Bus</p><p>Train</p><p>Taxi Cab</p><p>Ship/Boat</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p><p>Personal </p><p>Vehicles </p><p>Commercial </p><p>Vehicles </p></li><li><p>Accommodation </p><p>26 </p><p>Base: Overnight Marketable Trips </p><p>38 </p><p>20 </p><p>19 </p><p>12 </p><p>6 </p><p>5 </p><p>3 </p><p>3 </p><p>3 </p><p>1 </p><p>1 </p><p>0 </p><p>5 </p><p>26 </p><p>27 </p><p>10 </p><p>19 </p><p>17 </p><p>6 </p><p>7 </p><p>7 </p><p>7 </p><p>5 </p><p>6 </p><p>4 </p><p>4 </p><p>0 10 20 30 40</p><p>Hotel</p><p>Motel</p><p>Friend/relative's dwelling (not paid)</p><p>Resort hotel</p><p>Campground/trailer park/RV park</p><p>Bed &amp; breakfast</p><p>Time share</p><p>Rented cottage/cabin</p><p>Rented home/condo/apartment</p><p>Own home/condo/apartment/cabin</p><p>Country inn/lodge</p><p>Boat/cruise ship</p><p>Other</p><p>Percent </p><p>Greater Portland Oregon 2013</p></li><li><p>Activities and Experiences </p><p>27 </p><p>43 </p><p>28 </p><p>24 </p><p>23 </p><p>18 </p><p>16 </p><p>16 </p><p>16 </p><p>15 </p><p>14 </p><p>14 </p><p>11 </p><p>11 </p><p>10 </p><p>10 </p><p>35 </p><p>23 </p><p>21 </p><p>24 </p><p>30 </p><p>11 </p><p>13 </p><p>21 </p><p>14 </p><p>9 </p><p>19 </p><p>8 </p><p>10 </p><p>16 </p><p>5 </p><p>0 10 20 30 40 50</p><p>ShoppingFine dining</p><p>Landmark/historic siteNational/state park</p><p>Beach/waterfrontBar/disco/nightclub</p><p>MuseumHiking/backpacking</p><p>BreweryFair/exhibition/festival</p><p>SwimmingWinery</p><p>Art galleryCasino</p><p>Rock/pop concert</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Activities and Experiences (Contd) </p><p>28 </p><p>9 </p><p>9 </p><p>8 </p><p>7 </p><p>7 </p><p>7 </p><p>5 </p><p>5 </p><p>5 </p><p>4 </p><p>4 </p><p>4 </p><p>4 </p><p>3 </p><p>3 </p><p>6 </p><p>18 </p><p>6 </p><p>6 </p><p>10 </p><p>6 </p><p>7 </p><p>7 </p><p>4 </p><p>3 </p><p>3 </p><p>6 </p><p>4 </p><p>6 </p><p>3 </p><p>0 10 20 30 40 50</p><p>ZooCamping</p><p>TheaterSpa</p><p>FishingDanceBiking</p><p>Boating/sailingMountain climbing</p><p>Participate in adult sports event/tournamentWatch amateur/youth sports event</p><p>Theme parkSkiing/snowboarding</p><p>GolfParticipate in amateur/youth sports event</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Activities and Experiences (Contd) </p><p>29 </p><p>3 </p><p>3 </p><p>3 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>2 </p><p>1 </p><p>1 </p><p>4 </p><p>3 </p><p>3 </p><p>5 </p><p>3 </p><p>3 </p><p>4 </p><p>2 </p><p>5 </p><p>4 </p><p>4 </p><p>3 </p><p>2 </p><p>0 10 20 30 40 50</p><p>Attend/Participate in kids sports event/tournament</p><p>Business Meeting</p><p>Pro/college sports</p><p>Rafting</p><p>Rodeo</p><p>Convention/Conference</p><p>Motorcycle Touring</p><p>Symphony</p><p>Hunting</p><p>Birding</p><p>Tennis</p><p>Opera</p><p>Trade Show</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Activities of Special Interest </p><p>30 </p><p>34 </p><p>33 </p><p>23 </p><p>11 </p><p>10 </p><p>4 </p><p>30 </p><p>38 </p><p>20 </p><p>11 </p><p>11 </p><p>9 </p><p>0 10 20 30 40</p><p>Cultural activities &amp; attraction</p><p>Historic places, sites andlandmarks</p><p>Exceptional culinary experience</p><p>Winery tours &amp; wine tasting</p><p>Eco-Tourism</p><p>Traveling with grandchildren</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Online Social Media Use by Travelers </p><p>31 </p><p>81 </p><p>47 </p><p>35 </p><p>34 </p><p>28 </p><p>24 </p><p>18 </p><p>18 </p><p>79 </p><p>44 </p><p>31 </p><p>32 </p><p>22 </p><p>20 </p><p>14 </p><p>13 </p><p>0 20 40 60 80 100</p><p>Used any social media for travel</p><p>Used Smartphone while traveling</p><p>Read travel reviews</p><p>Posted travel photos/video online</p><p>Looked at travel photos/video online</p><p>Accessed travel news/events/deals/promotions</p><p>Connected with others interested in travel</p><p>Got travel advice</p><p>Percent </p><p>Portland Metro Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Online Social Media Use by Travelers (Contd) </p><p>32 </p><p>81 </p><p>16 </p><p>13 </p><p>13 </p><p>13 </p><p>12 </p><p>8 </p><p>8 </p><p>79 </p><p>13 </p><p>10 </p><p>10 </p><p>10 </p><p>7 </p><p>6 </p><p>8 </p><p>0 20 40 60 80 100</p><p>Used any social media for travel</p><p>Read a travel blog</p><p>"Followed" a destination/attraction</p><p>Contributed travel reviews</p><p>Gave travel advice</p><p>Tweeted about a trip</p><p>Blogged about a trip</p><p>Subscribed to a travel e-newsletter</p><p>Percent </p><p>Portland Metro Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Gender </p><p>33 </p><p>45 </p><p>55 </p><p>52 </p><p>48 </p><p>0 20 40 60 80 100</p><p>Male</p><p>Female</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Age </p><p>34 </p><p>18 </p><p>41 </p><p>30 </p><p>11 </p><p>11 </p><p>42 </p><p>29 </p><p>18 </p><p>0 20 40 60</p><p>18-24 years</p><p>25-44 years</p><p>45-64 years</p><p>65+ years</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p><p>Average Age </p><p>Greater Portland = 41.9 </p><p>Average Age </p><p> Oregon = 45 </p></li><li><p>Household Size </p><p>35 </p><p>15 </p><p>38 </p><p>18 </p><p>18 </p><p>11 </p><p>18 </p><p>35 </p><p>17 </p><p>15 </p><p>15 </p><p>0 10 20 30 40</p><p>1 member</p><p>2 members</p><p>3 members</p><p>4 members</p><p>5+ members</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Household Income </p><p>36 </p><p>Base: Overnight Marketable Trips </p><p>6 </p><p>18 </p><p>15 </p><p>23 </p><p>38 </p><p>4 </p><p>14 </p><p>16 </p><p>24 </p><p>42 </p><p>0 10 20 30 40 50</p><p>$150K+</p><p>$100K-$149.9K</p><p>$75K-99.9k</p><p>$50K-$74.9K</p><p>Under $49.9K</p><p>Percent </p><p>Greater Portland Oregon 2013</p></li><li><p>Marital Status </p><p>37 </p><p>61 </p><p>33 </p><p>6 </p><p>65 </p><p>22 </p><p>13 </p><p>0 20 40 60 80</p><p>Married/Withpartner</p><p>Never married</p><p>Divorced/Widowed/Separated</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Children in Household </p><p>38 </p><p>61 </p><p>17 </p><p>17 </p><p>19 </p><p>54 </p><p>20 </p><p>24 </p><p>21 </p><p>0 20 40 60 80</p><p>No Children Under 18</p><p>Any child between 13-17</p><p>Any child between 6-12</p><p>Any child under 6</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Education </p><p>39 </p><p>19 </p><p>35 </p><p>28 </p><p>16 </p><p>1 </p><p>17 </p><p>36 </p><p>28 </p><p>17 </p><p>2 </p><p>0 10 20 30 40</p><p>Post-graduate</p><p>College graduate</p><p>Some college</p><p>High school or less</p><p>Other</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Employment </p><p>40 </p><p>43 </p><p>12 </p><p>45 </p><p>43 </p><p>13 </p><p>44 </p><p>0 20 40 60</p><p>Full-time/Self-employed</p><p>Part-time</p><p>Not employed/Retired/ Other</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Race </p><p>41 </p><p>84 </p><p>2 </p><p>14 </p><p>85 </p><p>3 </p><p>12 </p><p>0 20 40 60 80 100</p><p>White</p><p>African-American</p><p>Other</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Hispanic Background </p><p>42 </p><p>92 </p><p>8 </p><p>92 </p><p>8 </p><p>0 20 40 60 80 100</p><p>No</p><p>Yes</p><p>Percent </p><p>Greater Portland Oregon 2013</p><p>Base: Overnight Marketable Trips </p></li><li><p>Appendix A: Key Terms Defined </p></li><li><p>Key Terms Defined </p><p>44 </p><p> An Overnight Trip is any journey for business or pleasure, outside your </p><p>community and not part of your normal routine, where you spent one more </p><p>nights away from home. </p><p> A Day Trip is any journey for business or pleasure, outside your community </p><p>and not part of your normal routine, that did not include an overnight stay. Day </p><p>trips involve travel of more than 50 miles from home. </p><p> A Person-Trip is one trip taken by one visitor </p><p> Person-trips are the key unit of measure for this report. </p></li><li><p>Trip-Type Segments </p><p>45 </p><p> Leisure Trips: includes all trips where the main purpose was one of the following: </p><p> Visiting friends/relatives </p><p> Touring through a region to experience its scenic beauty, history and culture </p><p> Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating </p><p> Special event, such as a fair, festival, or sports event </p><p> City trip </p><p> Cruise </p><p> Casino </p><p> Theme park </p><p> Resort (ocean beach, inland or mountain resort) </p><p> Skiing/snowboarding </p><p> Golf Trip </p><p> Business Trips: includes </p><p> Conference/convention </p><p> Other business trip </p><p> Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one </p><p>additional day to experience the same place or nearby area simply for leisure. </p><p>Marketable </p><p>Trips: </p><p>Includes all </p><p>leisure trips, </p><p>with the </p><p>exception of </p><p>visits to </p><p>friends/relatives </p><p>Total Trips = Leisure + Business + Business-Leisure </p></li></ul>