Oregon 2009 Visitor Reportindustry.traveloregon.com/content/uploads/2010/06/oregon2009state... · Oregon 2009 Visitor Report June, 2010. Table of Contents 2 ... to online, using the

Oregon2009 Visitor Report

June, 2010

Table of Contents

2

Introduction….....………………………………………………………………………………... 3

Methodology….…………………………………………………………………………………. 4

U.S. Travel Market Size & Structure………………………………………………………….. 5

Oregon’s Travel Market Size & Structure………......………..………………………………. 11

Overnight Trip Detail…......……………………..……...……………...………………………. 18

Overnight Expenditures…………………………………..……………………………… 19

Overnight Trip Characteristics……………..……………………………………………. 24

Day Trip Detail………………………………………………..…………………………......….. 40

Day Trip Expenditures…………………….……………………………..………………. 41

Day Trip Characteristics……….……………………………..………...……………….. 46

Demographic Profile of Visitors to Oregon……….....………………………..…………….. 56

Appendix: Key Terms Defined…………………………………………...………..…………... 68

Introduction

3

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, using the MarketTools Inc. ZoomPanel™, with the benefits of rapid

turnaround, enhanced flexibility and interactivity, as well as greater respondent

involvement.

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 an overview for Oregon’s domestic tourism business in 2009.

Methodology

4

Each quarter, a random cross-section of 500,000 panel members is sent an e-mail

invitation to participate in the survey, for a total annual outgo of two million. A

reminder is e-mailed several days later to non-responders. In 2009, the completion

rate for those accessing the Travel USA® questionnaire was 91%.

For the 2009 travel year, this yielded :

209,724 trips for analysis nationally:

134,011 overnight trips

75,713 day trips

For Oregon, the following sample was achieved in 2009:

3,602 trips:

2,312 overnight trips, 847 of which were marketable trips

1290 day trips, 755 of which were marketable trips

For analysis, data were weighted on key demographics to correct for any differences

between the sample and U.S. population targets.

U.S. Travel Market Size & Structure

Size of the U.S. Overnight Travel Market —2008 vs. 2009

1,4261,312

0

500

1,000

1,500

2,000

2008 2009

Mill

ion

s o

f Tr

ips

6

Base: Total Overnight Trips

- 8.1%

Size of the U.S. Overnight Travel Market —Adults vs. Children

7

Total Person-Trips = 1,312 Million

Adults80%

Children20%

258 Million

1,054 Million

Structure of the U.S. Travel Market —2009 Overnight Trips

8

Visits to Friends/Relatives

43%

Marketable Trips45%

Business Trips12%

Base: Adult Overnight Trips

U.S. Market Trends for Overnight Trips— 2009 vs. 2008

-7

-7

-6

-12

-20 -10 0 10

All Overnight Trips

Marketable Trips

Visiting Friends/Relatives

Business Trips

Percent Change

9


Structure of the U.S. Overnight Travel Market — Trends

10

43

45

12

43

44

13

42

43

15

0 20 40 60

Visiting friends/relatives

Marketable

Business

Percent

2009 2008 2007


Oregon’s Travel Market Size & Structure

Total Size of Oregon’s Travel Market

12

Total Trips* = 65.7 Million

Day Trips58%

Overnight Trips42%

27.5 Million

38.2 Million

*Total volume includes both adults and children

Oregon’s Share of Adult Domestic Trips

13

Base: Total Trips

2.0% 1.9%

0.0%

1.0%

2.0%

3.0%

4.0%

Day Overnight

Perc

ent

Size of Oregon’s Overnight Travel Market —Adults vs. Children

14

Total Trips = 27.5 Million

Adults80%

Children20%

5.4 Million

22.1 Million

Oregon’s Overnight Travel Market —by Trip Purpose

15


43%

Marketable Trips47%

Business Trips10%


Size of Oregon’s Day Travel Market —Adults vs. Children

16

Total Day Trips = 38.2 Million

Adults81%

Children19%

7.5 Million

30.7 Million

Oregon’s Day Travel Market —by Trip Purpose

17


26%

Marketable Trips63%

Business Trips11%

Base: Total Day Trips

Overnight Trip Detail

Overnight Expenditures

Total Overnight Spending — by Sector

20

Total Spending = $4.6 Billion

Lodging32%

Restaurant Food &

Beverages25%

Retail21%

Transportation13%

Recreation9%

$1.5 Billion

$0.6 Billion

$0.4 Billion $1.0 Billion

$1.1 Billion

Average Per Person Expenditures on Overnight Trips — By Sector

21


$53$41

$34$22

$16

0

20

40

60

80

100

Lodging Restaurant Food & Beverage

Retail Purchases Transportation at Destination

Recreation/ Sightseeing/

Entertainment

Do

llars

Average Per Person Expenditures on Overnight — by Trip Purpose

22

$155

$277

0

100

200

300

400

500

Leisure Business

Do

llars


Average Per Party Expenditures on Overnight Trips — By Trip Purpose

23

$148

$114$100

$74$48

$218

$135

$104

$57

$25

0

100

200

300

Lodging Restaurant Food & Beverage

Retail Purchases Transportation at Destination

Recreation/ Sightseeing/

Entertainment

Do

llars

Leisure Business


Overnight Trip Characteristics

Main Purpose of Marketable Trip —Oregon vs. National Norm

25

27

24

19

14

7

5

1

1

1

18

16

22

12

12

9

1

3

7

0 10 20 30

Touring

Outdoors

Special event

Resort

Casino

City trip

Ski/Snowboarding

Cruise

Theme park

Percent

Oregon US Norm

Base: Overnight Marketable Trips

State Origin Of Trip

26

55

20

11

3

0 20 40 60

Oregon

Washington

California

Idaho

Percent

Base: Overnight Marketable Trips to Oregon

DMA Origin Of Trip

27

40

13

9

5

4

3

3

3

2

2

0 10 20 30 40 50

Portland, OR

Seattle-Tacoma, WA

Eugene, OR

Medford-Klamath Falls, CA/OR

Bend, OR

San Francisco-Oakland-San Jose, …

Spokane, ID/WA

Los Angeles, CA

Sacramento-Stockton-Modesto, CA

Boise, ID

Percent


Season of Trip

28

22

27

33

19

0 10 20 30 40 50

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

29

49

3

5853

5

50

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm


Method of Booking Trip

30

44

3

5750

5

48

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm


Total Nights Away on Trip

31

23

27

24

8

11

7

26

28

23

10

11

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14+ nights

Percent

Oregon US Norm

Average

Oregon

= 4.5 Nights

Average

US Norm

= 3.5 Nights


Number of Nights Spent in Oregon

32

Average Nights Spent in Oregon = 3.3

Base: Overnight Marketable Trip with 1+ Nights Spent In Oregon

28

32

24

6

10

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Size of Travel Party

33

2.6

2.6

0.7

0.7

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 3.3

Total = 3.3


Transportation

34

84

8

8

3

2

2

7

4

3

3

76

4

10

6

1

1

15

5

3

4

0 20 40 60 80 100

Own car/truck

Camper, R.V

Rental car

Taxi Cab

Motorcycle

Bicycle

Plane

Bus

Train

Ship/Boat

Percent

Oregon US Norm

Personal

Vehicles

Commercial

Vehicles


Accommodation

35

26

24

20

13

12

7

5

5

4

4

3

3

5

16

27

9

23

8

3

3

4

5

4

2

3

4

0 10 20 30

Motel

Other hotel

Campground/trailer park/RV park

Resort hotel

Friends/relatives' dwelling (not paid for)

Rented cottage/cabin

Bed & breakfast

Rented home/condo/apartment

Time share

Own condo/apartment/cabin/second home

Country inn/lodge

Boat/cruise ship

Other

Percent

Oregon US Norm


Activities and Experiences

36

38

36

27

23

22

21

21

19

15

15

10

10

8

7

7

22

34

16

26

16

9

10

19

21

12

8

14

4

3

7

0 10 20 30 40

Beach/WaterfrontShopping

National/State parkFine dining

Landmark/Historic siteHiking/Backpacking

CampingCasino

SwimmingMuseum

FishingBar/Disco/Nightclub

WineryBrewery

Fair/Exhibition/Festival

Percent

Oregon US Norm



37

7

6

5

5

5

4

4

4

3

3

3

3

6

7

4

5

7

4

5

1

4

4

9

1

0 10 20 30 40

Art gallery

Boating/Sailing

Biking

Dance

Theater

Zoo

Spa

Rafting

Golf

Pro/College sports event

Theme park

Mountain climbing

Percent

Oregon US Norm



38

2

2

2

2

2

2

1

1

1

1

1

1

3

1

1

1

2

<1

1

1

1

1

0 10 20 30 40

Motorcycle touring

Rock/Pop concert

Opera

Hunting

Rodeo

Skiing/Snowboarding

Symphony

Business meeting

Convention/conference

Tennis

Trade show

Percent

Oregon US Norm


Activities of Special Interest

39

32

25

12

9

7

4

26

23

12

6

4

4

0 10 20 30 40

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Oregon US Norm


Day Trip Detail

Day Trip Expenditures

Total Day Travel Spending — by Sector

42

Total Spending = $1.9 Billion

Retail39%

Restaurant Food &

Beverages31%

Transportation16%

Recreation14%

$0.3 Billion

$0.3 Billion

$0.7 Billion

$0.6 Billion

Average Per Person Expenditures on Day Trips — By Sector

43


$19$15

$8 $7

0

10

20

30

40

Retail Purchases Restaurant Food & Beverage

Transportation at Destination

Recreation/ Sightseeing/ Entertainment

Do

llars

Average Per Person Expenditure on Day Trips — by Trip Type

44


$46

$74

0

50

100

150

Leisure Business

Do

llars

Average Per Party Expenditures on Day Trips

45


$44 $40$35

$22

$78

$32 $31

$1

0

20

40

60

80

100

Retail Purchases Restaurant Food & Beverage

Transportation at Destination

Recreation/ Sightseeing/ Entertainment

Do

llars

Leisure Business

Day Trip Characteristics

Main Purpose of Marketable Trip —Oregon vs. National Norm

47

30

19

18

15

9

4

2

2

1

23

22

11

22

11

3

1

6

0 10 20 30 40

Touring

City trip

Outdoors

Special event

Casino

Resort

Ski/Snowboarding

Theme park

Cruise

Percent

Oregon US Norm

Base: Day Marketable Trips

State Origin Of Trip

48

77

15

4

0 20 40 60 80 100

Oregon

Washington

California

Percent


DMA Origin Of Trip

49

57

15

9

6

4

0 20 40 60

Portland, OR

Eugene, OR

Medford-Klamath Falls, CA/OR

Seattle-Tacoma, WA

Bend, OR

Percent


Season of Trip

50

29

25

25

20

0 10 20 30 40 50

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

51

2.2

2.4

0.6

0.6

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 2.8

Total = 3.0



52

27

23

14

14

13

11

9

8

6

5

5

4

25

10

7

10

5

12

13

7

4

7

2

2

0 10 20 30

Shopping

Beach/waterfront

National/state park

Landmark/historic site

Hiking/backpacking

Casino

Fine dining

Fair/exhibition/festival

Fishing

Museum

Camping

Winery

PercentOregon US Norm



53

3

3

3

2

2

2

2

2

2

4

4

4

4

1

1

1

2

3

0 10 20 30 40

Art gallery

Zoo

Bar/disco/nightclub

Swimming

Skiing/snowboarding

Brewery

Motorcycle Touring

Boating/sailing

Theater




54

1

1

1

1

1

1

1

1

1

1

1

1

6

2

<1

1

3

1

<1

1

0 10 20 30 40

Dance

Hunting

Theme park

Rock/pop concert

Convention/Confer…

Biking

Pro/college sports …

Golf

Rodeo

Spa



Activities of Special Interest

55

26

17

7

4

4

3

20

17

4

3

7

3

0 10 20 30

Historic places

Cultural activities/attractions

Eco-Tourism

Winery tours/Wine tasting

Exceptional culinary experiences

Traveling with grandchildren

Percent

Oregon US Norm


Demographic Profile of Visitors to Oregon

Region of Residence

57

96

2

1

1

<1

<1

<1

87

5

2

1

2

1

1

0 20 40 60 80 100

Pacific

Mountain

South Atlantic

Middle Atlantic

West North Central

West South Central

East North Central

Percent

Day Overnight

Base: Marketable Trips

Gender

58

47

53

47

53

0 20 40 60 80

Male

Female

Percent

Day Overnight


Age

59

12

34

36

18

11

35

35

19

0 20 40 60

18-24 years

25-44 years

45-64 years

65+ years

Percent

Day Overnight

Average Day = 46.9 Average ON = 47.7


Household Size

60

19

37

18

18

8

23

37

15

13

12

0 20 40 60

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight

Average Day =

2.6 members

Average ON =

2.6 members


Income

61

5

12

11

23

32

17

6

18

15

25

24

12

0 10 20 30 40

$150K+

$100K-$149.9K

$75K-99.9k

$50K-$74.9K

$25K-$49.9K

Under $25K

Percent

Day Overnight


Marital Status

62

69

21

10

68

22

10

0 20 40 60 80

Married/With partner

Never married

Divorced/Widowed/ Separated

Percent

Day Overnight


Children in Household

63

64

17

16

14

65

18

15

12

0 20 40 60 80

No Children Under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Day Overnight


Education

64

12

34

35

18

1

14

34

35

16

1

0 20 40 60

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Day Overnight


Employment

65

43

11

46

47

10

43

0 10 20 30 40 50 60

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent

Day Overnight


Race

66

92

1

7

91

1

8

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

67

5

95

4

96

0 20 40 60 80 100

Yes

No

Percent

Day Overnight


Appendix A: Key Terms Defined

Key Terms Defined

69

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.

Trip-Type Segments

70

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

Documents

Oregon 2009 Visitor Reportindustry.traveloregon.com/content/uploads/2010/06/oregon2009state... · Oregon 2009 Visitor Report June, 2010. Table of Contents 2 ... to online, using the