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  • Oregon 2013 Regional Visitor Report

    Greater Portland

  • 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 2013 overnight visitor volume and travel expenditures for Oregon

    as well as for the Greater Portland Region in particular

    Strategic intelligence about the Greater Portland Regions overnight travel

    market including:

    Key sources of business

    Visitor profiling

    Trip characteristics

  • Methodology

    3

    For each of the 2012 and 2013 travel years, a representative sample of visitors to the

    Greater Portland Region was identified through Travel USA.

    Respondents who visited Oregon were asked to identify with of the states 7 tourism

    regions they spent time in with the aid of a visual map.

    Of the survey sample of 5,752 overnight trips taken to Oregon in 2012 and 2013:

    1,535 included a visit to the Greater Portland Region

    Of those, 467 were marketable trips

  • Analytical Note

    5

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

    Market size and structure estimates for the Greater Portland

    Region are reported for the 2013 travel year, as are all

    Oregon state norms.

    To maximize statistical reliability, other Greater Portland

    Region data (trip characteristics and visitor profiles) are

    based on two years combined sample from 2012 and 2013.

  • Travel Market Size & Structure

    - 2013

  • Size of the Greater Portland Regions Overnight Travel Market

    7

    Total Overnight Trips to Oregon* = 30.6 Million

    Overnight Trips 31%

    9.5 Million

    *Includes both adults and children

  • The Greater Portland Regions Overnight Travel Market Adults vs. Children

    8

    Total Overnight Trips to the

    Greater Portland Region = 9.5 Million

    Adults 81%

    Children 19%

    1.8 Million

    7.7 Million

  • The Greater Portland Regions Overnight Travel Market - by Trip Purpose

    9

    VFR 54%

    Marketable 34%

    Business 12%

    *Marketable includes Business-Leisure

  • The Greater Portland Region vs. Oregon State by Trip Purpose

    10

    Base: 2011 Overnight Trips

    54

    34

    12

    44

    47

    9

    0 10 20 30 40 50 60

    Visits to Friends/Relatives

    Marketable Trips

    Business

    Percent

    Greater Portland Oregon 2013

    *Marketable includes Business-Leisure

  • 2013 Overnight Spending by Sector

    11

    2013 Greater Portland Region Spending = $1.7 Billion

    Lodging 34%

    Restaurant Food &

    Beverages 27%

    Retail 20% Transportation

    11%

    Recreation 8%

    $567Million

    $188 Million

    $142 Million

    $334 Million

    $445 Million

  • Average Per Person Expenditures on Overnight Trips By Sector

    12

    Base: Total Overnight Person-Trips

    $48

    $38

    $28

    $16 $12

    0

    10

    20

    30

    40

    50

    60

    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

    $53

    $39

    $31

    $15 $15

    0

    10

    20

    30

    40

    50

    60

    Lodging Restaurant Food &Beverage

    Retail Purchases Transportation atDestination

    Recreation/Sightseeing/

    Entertainment

    Do

    llars

  • Marketable Trip Characteristics and Visitor Profile

    2012/2013

  • Main Purpose of Marketable Trip Greater Portland vs. State Norm

    15

    28

    27

    26

    9

    4

    3

    2

    1

    0

    0

    11

    24

    15

    23

    13

    8

    2

    2

    1

    2

    0 10 20 30 40 50

    City trip

    Touring

    Special event

    Outdoors

    Resort

    Casino

    Skiing/snowboarding

    Cruise

    Golf Trip

    Theme park

    Percent

    Greater Portland Oregon 2013

    Base: Overnight Marketable Trips

  • State Origin Of Overnight Trip

    16

    Base: Overnight Marketable Trips

    33

    29

    14

    3

    2

    2

    2

    2

    0 10 20 30 40

    Oregon

    Washington

    California

    Idaho

    Arizona

    Montana

    Texas

    Illinois

    Percent

  • DMA Origin Of Overnight Trip

    17

    Base: Overnight Marketable Trips

    21

    20

    10

    6

    6

    4

    3

    3

    3

    2

    2

    2

    2

    0 10 20 30

    Portland, OR

    Seattle-Tacoma, WA

    Eugene, OR

    San Francisco-Oakland-San Jose, CA

    Los Angeles, CA

    Yakima, WA

    Bend, OR

    Medford-Klamath Falls, OR/CA

    Spokane, ID/WA

    Phoenix, AZ

    New York, NY/NJ/PA/CT

    Boise, ID

    Sacramento-Stockton-Modesto, CA

    Percent

  • Other Oregon Regions Visited on Greater Portland Trip

    18

    Base: Overnight Marketable Trips

    21

    17

    13

    7

    5

    4

    0 10 20 30

    Coast Region

    Mt. Hood/Columbia River Gorge

    Willamette Valley

    Central Region

    Southern Region

    Eastern Region

    Percent

  • Method of Planning Trip

    19

    Base: Overnight Marketable Trips

    70

    4

    31

    63

    9

    39

    0

    20

    40

    60

    80

    Internet Travel Agent Other/None

    Perc

    ent

    Greater Portland Oregon 2013

  • Method of Booking Trip

    20

    69

    5

    29

    59

    8

    39

    0

    20

    40

    60

    80

    Internet Travel Agent Other/None

    Perc

    ent

    Greater Portland Oregon 2013

    Base: Overnight Marketable Trips

  • Season of Trip

    21

    20

    25

    31

    24

    20

    25

    34

    21

    0 10 20 30 40

    January - March

    April - June

    July - September

    October -December

    Percent

    Greater Portland Oregon 2013

    Base: Overnight Marketable Trips

  • Total Nights Away on Trip

    22

    31

    27

    19

    10

    14

    23

    30

    23

    10

    14

    0 10 20 30 40

    1 night

    2 nights

    3-4 nights

    5-6 nights

    7+ nights

    Percent

    Greater Portland Oregon 2013

    Average

    Oregon

    = 3.9 Nights

    Base: Overnight Marketable Trips

    Average

    Greater Portland

    = 3.4 Nights

  • Number of Nights Spent in Greater Portland

    23

    Average Nights Spent in Greater Portland = 2.2

    Base: Overnight Marketable Trips with 1+ Nights Spent in Greater Portland

    45

    30

    17

    7

    2

    0 10 20 30 40 50

    1 night

    2 nights

    3-4 nights

    5-6 nights

    7+ nights

    Percent

  • Size of Travel Party

    24

    2.3

    2.5

    0.6

    0.8

    0 1 2 3 4

    PortlandMetro

    Oregon

    Average No. of People

    Adults Children

    Total = 2.9

    Total = 3.4

    Base: Overnight Marketable Trips

  • Transportation

    25

    71

    18

    4

    2

    1

    22

    8

    7

    6

    1

    77

    14

    9

    3

    3

    15

    6

    7

    7

    3

    0 20 40 60 80 100

    Own car/truck

    Rental car

    Camper, R.V

    Bicycle

    Motorcycle

    Plane

    Bus

    Train

    Taxi Cab

    Ship/Boat

    Percent

    Greater Portland Oregon 2013

    Base: Overnight Marketable Trips

    Personal

    Vehicles

    Commercial

    Vehicles

  • Accommodation

    26

    Base: Overnight Marketable Trips

    38

    20

    19

    12

    6

    5

    3

    3

    3

    1

    1

    0

    5

    26

    27

    10

    19

    17

    6

    7

    7

    7

    5

    6

    4

    4

    0 10 20 30 40

    Hotel

    Motel

    Friend/relative's dwelling (not paid)

    Resort hotel

    Campground/trailer park/RV park

    Bed & breakfast

    Time share

    Rented cottage/cabin

    Rented home/condo/apartment

    Own home/condo/apartment/cabin

    Country inn/lodge

    Boat/cruise ship

    Other

    Percent

    Greater Portland Oregon 2013

  • Activities and Experiences

    27

    43

    28

    24

    23

    18

    16

    16

    16

    15

    14

    14

    11

    11

    10

    10

    35

    23

    21

    24

    30

    11

    13

    21

    14

    9

    19

    8

    10

    16

    5

    0 10 20 30 40 50

    ShoppingFine dining

    Landmark/historic siteNational/state park

    Beach/waterfrontBar/disco/nightclub

    MuseumHiking/backpacking

    BreweryFair/exhibition/festival

    SwimmingWinery

    Art galleryCasino

    Rock/pop concert

    Percent

    Greater Portland Oregon 2013

    Base: Ov