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

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

Post on 28-Apr-2018

213 views

Category:

Documents

1 download

TRANSCRIPT

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 60Visits to Friends/RelativesMarketable TripsBusinessPercent 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 0102030405060Lodging Restaurant Food &BeverageRetail Purchases Transportation atDestinationRecreation/Sightseeing/EntertainmentDollarsAverage Per Person Expenditures on Overnight Marketable Trips By Sector 13 Base: 2011 Overnight Marketable Trips $53 $39 $31 $15 $15 0102030405060Lodging Restaurant Food &BeverageRetail Purchases Transportation atDestinationRecreation/Sightseeing/EntertainmentDollarsMarketable 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 50City tripTouringSpecial eventOutdoorsResortCasinoSkiing/snowboardingCruiseGolf TripTheme parkPercent Greater Portland Oregon 2013Base: 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 40OregonWashingtonCaliforniaIdahoArizonaMontanaTexasIllinoisPercent 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 30Portland, ORSeattle-Tacoma, WAEugene, ORSan Francisco-Oakland-San Jose, CALos Angeles, CAYakima, WABend, ORMedford-Klamath Falls, OR/CASpokane, ID/WAPhoenix, AZNew York, NY/NJ/PA/CTBoise, IDSacramento-Stockton-Modesto, CAPercent Other Oregon Regions Visited on Greater Portland Trip 18 Base: Overnight Marketable Trips 21 17 13 7 5 4 0 10 20 30Coast RegionMt. Hood/Columbia River GorgeWillamette ValleyCentral RegionSouthern RegionEastern RegionPercent Method of Planning Trip 19 Base: Overnight Marketable Trips 70 4 31 63 9 39 020406080Internet Travel Agent Other/NonePercent Greater Portland Oregon 2013Method of Booking Trip 20 69 5 29 59 8 39 020406080Internet Travel Agent Other/NonePercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Season of Trip 21 20 25 31 24 20 25 34 21 0 10 20 30 40January - MarchApril - JuneJuly - SeptemberOctober -DecemberPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Total Nights Away on Trip 22 31 27 19 10 14 23 30 23 10 14 0 10 20 30 401 night2 nights3-4 nights5-6 nights7+ nightsPercent Greater Portland Oregon 2013Average 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 40 501 night2 nights3-4 nights5-6 nights7+ nightsPercent Size of Travel Party 24 2.3 2.5 0.6 0.8 0 1 2 3 4PortlandMetroOregonAverage No. of People Adults ChildrenTotal = 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 100Own car/truckRental carCamper, R.VBicycleMotorcyclePlaneBusTrainTaxi CabShip/BoatPercent Greater Portland Oregon 2013Base: 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 40HotelMotelFriend/relative's dwelling (not paid)Resort hotelCampground/trailer park/RV parkBed & breakfastTime shareRented cottage/cabinRented home/condo/apartmentOwn home/condo/apartment/cabinCountry inn/lodgeBoat/cruise shipOtherPercent Greater Portland Oregon 2013Activities 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 50ShoppingFine diningLandmark/historic siteNational/state parkBeach/waterfrontBar/disco/nightclubMuseumHiking/backpackingBreweryFair/exhibition/festivalSwimmingWineryArt galleryCasinoRock/pop concertPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Activities and Experiences (Contd) 28 9 9 8 7 7 7 5 5 5 4 4 4 4 3 3 6 18 6 6 10 6 7 7 4 3 3 6 4 6 3 0 10 20 30 40 50ZooCampingTheaterSpaFishingDanceBikingBoating/sailingMountain climbingParticipate in adult sports event/tournamentWatch amateur/youth sports eventTheme parkSkiing/snowboardingGolfParticipate in amateur/youth sports eventPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Activities and Experiences (Contd) 29 3 3 3 2 2 2 2 2 2 2 2 1 1 4 3 3 5 3 3 4 2 5 4 4 3 2 0 10 20 30 40 50Attend/Participate in kids sports event/tournamentBusiness MeetingPro/college sportsRaftingRodeoConvention/ConferenceMotorcycle TouringSymphonyHuntingBirdingTennisOperaTrade ShowPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Activities of Special Interest 30 34 33 23 11 10 4 30 38 20 11 11 9 0 10 20 30 40Cultural activities & attractionHistoric places, sites andlandmarksExceptional culinary experienceWinery tours & wine tastingEco-TourismTraveling with grandchildrenPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Online Social Media Use by Travelers 31 81 47 35 34 28 24 18 18 79 44 31 32 22 20 14 13 0 20 40 60 80 100Used any social media for travelUsed Smartphone while travelingRead travel reviewsPosted travel photos/video onlineLooked at travel photos/video onlineAccessed travel news/events/deals/promotionsConnected with others interested in travelGot travel advicePercent Portland Metro Oregon 2013Base: Overnight Marketable Trips Online Social Media Use by Travelers (Contd) 32 81 16 13 13 13 12 8 8 79 13 10 10 10 7 6 8 0 20 40 60 80 100Used any social media for travelRead a travel blog"Followed" a destination/attractionContributed travel reviewsGave travel adviceTweeted about a tripBlogged about a tripSubscribed to a travel e-newsletterPercent Portland Metro Oregon 2013Base: Overnight Marketable Trips Gender 33 45 55 52 48 0 20 40 60 80 100MaleFemalePercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Age 34 18 41 30 11 11 42 29 18 0 20 40 6018-24 years25-44 years45-64 years65+ yearsPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Average Age Greater Portland = 41.9 Average Age Oregon = 45 Household Size 35 15 38 18 18 11 18 35 17 15 15 0 10 20 30 401 member2 members3 members4 members5+ membersPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Household Income 36 Base: Overnight Marketable Trips 6 18 15 23 38 4 14 16 24 42 0 10 20 30 40 50$150K+$100K-$149.9K$75K-99.9k$50K-$74.9KUnder $49.9KPercent Greater Portland Oregon 2013Marital Status 37 61 33 6 65 22 13 0 20 40 60 80Married/WithpartnerNever marriedDivorced/Widowed/SeparatedPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Children in Household 38 61 17 17 19 54 20 24 21 0 20 40 60 80No Children Under 18Any child between 13-17Any child between 6-12Any child under 6Percent Greater Portland Oregon 2013Base: Overnight Marketable Trips Education 39 19 35 28 16 1 17 36 28 17 2 0 10 20 30 40Post-graduateCollege graduateSome collegeHigh school or lessOtherPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Employment 40 43 12 45 43 13 44 0 20 40 60Full-time/Self-employedPart-timeNot employed/Retired/ OtherPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Race 41 84 2 14 85 3 12 0 20 40 60 80 100WhiteAfrican-AmericanOtherPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Hispanic Background 42 92 8 92 8 0 20 40 60 80 100NoYesPercent Greater Portland Oregon 2013Base: Overnight Marketable Trips Appendix A: Key Terms Defined Key Terms Defined 44 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 45 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 Golf Trip 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