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Oregon 2017 Regional Visitor Report

Mt. Hood-Columbia River Gorge Region

✓ 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:

✓ Estimates of 2017 overnight visitor volume and travel expenditures for Oregon as well as for the Mt. Hood-Columbia River Gorge Region in particular

✓ Strategic intelligence about the Mt. Hood-Columbia River Gorge Region’s overnight travel market including:

✓ Key sources of business

✓ Visitor profiling

✓ Trip characteristics

2

➢ For each of the 2016 and 2017 travel years, a representative sample of visitors to the Mt. Hood-

Columbia River Gorge Region was identified through the Travel USA® survey:

➢ Respondents who visited Oregon were asked to identify which of the state’s seven tourism regions they

spent time in with the aid of a visual map.

➢ Of the survey sample of 7,919 overnight trips taken to Oregon in 2016 and 2017:

➢ 778 included a visit to the Mt. Hood-Columbia River Gorge Region

➢ Of those, 415 were marketable trips

3

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

➢ Market size and structure estimates for the Mt. Hood-Columbia River Gorge Region are reported for the 2017

travel year, as are all Oregon state norms.

➢ To maximize statistical reliability, other Mt. Hood-Columbia River Gorge Region data (trip characteristics and visitor

profiles) are based on two years’ combined sample from 2016 and 2017 unless otherwise indicated.

5

Travel Market Size & Structure—

Mt. Hood-Columbia River Gorge

Region 2017

Total Overnight Trips to Oregon*= 34.1 Million

Spent Time in Mt. Hood-Columbia

River Gorge Region10%

3.3 Million

7

*Includes both adults and children

Total Overnight Trips to the Mt. Hood-Columbia River Gorge Region = 3.3 Million

Adults79%

Children21%

0.7 Million

2.6 Million

8

Visiting Friends/Relatives

38%

Marketable*57%

Business5%

1.3 Million

1.9 Million

0.1 Million

Total Overnight Trips to the Mt. Hood-Columbia River Gorge Region = 3.3 Million

9

*Marketable includes Business-Leisure

57

38

5

51

41

8

0 20 40 60 80

Marketable Trips

Visits to Friends and Relatives

Business

Percent

Mt. Hood-Columbia River Gorge Oregon 2017

10

Base: Overnight Person-Trips

*Marketable includes Business-Leisure

2017 Mt. Hood-Columbia River Gorge Region Spending = $511 Million

Lodging34%

Restaurant Food & Beverage

27%

Recreation14%

Retail13%

Transportation12%

$176 Million

$63 Million

$65 Million

$72 Million

$135 Million

11

$42

$33

$17 $16 $15

0

20

40

60

Lodging Restaurant Food &Beverage

Recreation/Sightseeing/

Entertainment

Retail Purchases Transportation atDestination

Dolla

rs

Base: Total Overnight Person-Trips

12

$46

$29

$16 $14 $13

0

20

40

60

Lodging Restaurant Food &Beverage

Transportation atDestination

Recreation/Sightseeing/

Entertainment

Retail Purchases

Dolla

rs

Base: 2017 Overnight Marketable Trips

13

Marketable Trip Characteristics

and Visitor Profile-

2016/2017

30

27

13

10

7

6

3

2

1

1

24

23

17

11

11

2

2

6

2

2

0 10 20 30

Touring

Outdoors

Special event

City trip

Resort

Skiing/snowboarding

Theme park

Casino

Cruise

Golf Trip

Percent

Mt. Hood-Columbia River Gorge Oregon

15

Base: Overnight Marketable Person-Trips

33

16

16

5

3

3

3

3

2

2

0 20 40

Oregon

California

Washington

New York

Texas

Florida

Idaho

North Carolina

Illinois

Utah

Percent

16

Base: Overnight Marketable Person-Trips to Mt. Hood-Columbia River Gorge Region

27

7

6

5

5

4

3

3

3

3

2

2

0 10 20 30

Portland, OR

Seattle-Tacoma, WA

Eugene, OR

Los Angeles, CA

San Francisco-Oakland-San Jose, CA

Yakima, WA

New York, NY/NJ/PA/CT

Chicago, IL

San Diego, CA

Spokane, ID/WA

Salt Lake City, ID/UT

Sacramento-Stockton-Modesto, CA

Percent

17

Base: Overnight Marketable Person-Trips to Mt. Hood-Columbia River Gorge Region

39.4

25.6

17.1

14.1

13.3

8.7

0 10 20 30 40

Portland Region

Coast Region

Central Region

Eastern Region

Willamette Valley Region

Southern Region

Percent

18

Base: Overnight Person-Trips

18

30

34

18

21

26

32

21

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


19

69

51

87

69

0 20 40 60 80 100

Ever

Past 12 Months*

Percent


20


6

19

21

15

30

9

4

17

19

15

34

11

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


21


27

24

22

17

17

15

14

14

12

16

19

18

10

15

16

6

10

8

0 10 20 30

Advice from relatives or friends

Online travel agencies

Destination websites

Travel guide/other books

Social Media

Hotel or resort

Airline/commercial carrier

Travel company websites

Auto club/AAA

Percent


22


10

9

7

5

5

5

3

2

2

8

5

3

3

3

1

1

2

2

0 10 20 30

Lodging sharing websites

Visitors' bureau/gov tourism office

Magazine articles/ad

Travel Agent/Company

800/888 number

Travel/ski show or exhibition

TV program/ad

Radio show/ad

Newspaper articles/ad

Percent


23


25

20

17

13

10

9

8

8

6

6

4

20

21

7

6

8

6

7

4

4

1

2

0 5 10 15 20 25

Online travel agencies

Hotel or resort

Airline/commercial carrier

800/888 number

Travel company websites

Destination websites

Lodging sharing websites

Auto club/AAA

Travel Agent/Company

Travel/ski show or exhibition

Visitors' bureau/gov tourism office

Percent


24


91

52

48

35

22

89

47

43

33

16

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent


25


84

68

33

29

84

69

28

30

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent


26


15

25

27

14

15

4

24

26

24

10

11

5

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent


Average Oregon

4.1 nights

Average Mt. Hood-Columbia

River Gorge Region 4.5 nights

27


46

34

15

2

3

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Mt. Hood-Columbia

River Gorge Region= 2.0

Base: Overnight Marketable Person-Trips with 1+ Nights Spent in the Mt. Hood-Columbia River Gorge Region

28

2.3

2.3

0.6

0.6

0 1 2 3 4

Mt. Hood-Columbia River

Gorge

Oregon

Average Number of People

Adults Children

Total = 2.9

Total = 2.9

29


72

19

19

13

11

5

71

29

18

14

10

10

0 20 40 60 80

Spouse/partner

Child(ren)

Friend(s)

Just myself/traveled alone

Other relative(s)

Parent(s)

Percent


30


*Question added in 2017; reflects 2017 data only

61

29

21

18

8

8

8

7

4

3

3

77

14

14

5

7

4

3

5

3

2

1

0 20 40 60 80

Own car/truck

Rental car

Plane

Online Taxi Service (Lyft, Uber, etc)

Camper, R.V

Bus

Traditional Taxi Service

Train

Ship/Boat

Bicycle

Motorcycle

Percent


31


28

20

19

19

10

10

8

8

5

4

3

2

2

26

15

23

17

5

9

7

3

4

2

4

5

5

0 10 20 30

Motel

Campground/trailer park/RV park

Other hotel

Resort hotel

Bed & Breakfast

Home of friends/relatives

Rented home/condo/apartment

Country Inn/Lodge

Rented cottage/cabin

Boat/cruise ship

Own home/condo/apt/2nd home

Time Share

Other

Percent


32


38

34

33

33

26

20

20

19

17

17

17

12

25

24

31

20

20

30

14

15

15

15

8

12

0 10 20 30 40

National/State ParkLandmark/Historic Site

ShoppingHiking/Backpacking

Fine DiningBeach/Waterfront

BreweryMuseumCamping

SwimmingWinery

Bar/Nightclub

Percent


33


10

8

8

7

7

7

6

6

6

6

5

5

3

7

5

6

7

3

12

4

2

5

4

6

0 10 20 30 40

Mountain ClimbingFishingBiking

Art GalleryFair/Exhibition/Festival

SkiingCasino

SpaVisited American Indian Community

TheaterBoating/Sailing

Zoo

Percent


34


4

4

4

4

4

4

3

3

3

3

3

3

2

2

4

4

2

2

3

1

3

3

4

3

0 10 20 30 40

WaterparkRaftingBirdingDance

Adult Amateur Sports EventEducational Seminar

GlampingTrade Show

Youth/Teenager Sports EventRock/Pop Concert

GolfTheme Park

Percent


35


3

2

2

2

2

2

2

1

1

1

1

1

1

2

3

1

1

1

1

0

1

1

0 10 20 30 40

Business Meeting

Rodeo

Kids Sports Event

Pro/College Sports

Motorcycle Touring

Opera

Tennis

Symphony

Dude Ranch

Hunting

Conference/Convention

Percent


36


46

27

19

17

17

10

8

6

5

4

4

4

31

22

12

12

9

7

6

2

4

2

1

3

0 10 20 30 40 50

Historic placesCultural activities/attractionsBrewery Tours/Beer Tasting

Exceptional culinary experiencesWinery tours/Wine tasting

Eco-TourismMarijuana Tourism*

AgritourismTraveling with grandchildren

WeddingMedical TourismReligious Travel

Percent


37


*Added in 2017, reflects 2017 data only

38


78

35

34

32

25

20

17

74

37

33

30

19

16

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

Percent


39


78

12

11

11

10

9

7

6

74

11

13

7

9

6

6

4

0 20 40 60 80

Used any social media for travel

Got travel advice

Contributed travel reviews

Gave travel advice

"Followed" a destination/attraction

Subscribed to a travel e-newsletter

Tweeted about a trip

Blogged about a trip

Percent


50

25

7

4

43

27

3

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent


40


51

49

47

53

0 20 40 60

Male

Female

Percent


41


12

23

19

15

14

17

12

17

16

16

18

21

0 10 20 30

18-24

25-34

35-44

45-54

55-64

65+

Percent


Average Oregon = 47.7

Average Mt. Hood-Columbia River

Gorge = 45.0

42


63

27

10

65

23

12

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/ separated

Percent


43


25

40

15

11

9

22

42

14

13

9

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent


44


61

17

16

16

65

18

15

13

0 10 20 30 40 50 60 70

No children under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent


45


25

44

18

12

1

21

41

22

15

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent


46


52

12

36

47

9

44

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent


47


5

17

19

21

38

5

15

17

23

40

0 10 20 30 40

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent


48


Average Oregon = $66,410

Average Mt. Hood-Columbia River

Gorge = $68,355

82

4

14

88

2

10

0 20 40 60 80 100

White

African-American

Other

Percent


49


91

9

93

7

0 20 40 60 80 100

No

Yes

Percent


50


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.

52

➢ 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

53

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