Oregon 2011 Regional Visitor Report Greater Portland

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1 Oregon 011 Regional Visitor Report Greater Portland

2 Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 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 011 overnight visitor volume and travel expenditures for Oregon as well as for the Greater Portland Region in particular Strategic intelligence about the Greater Portland Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics

3 Methodology For each of the 010 and 011 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 state s 7 tourism regions they spent time in with the aid of a visual map. Of the survey sample of 4,119 overnight trips taken to Oregon in 010 and 011: 1,41 included a visit to the Greater Portland Region Of those, 313 were marketable trips 3

4

5 Analytical Note 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 011 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 010 and

6 Travel Market Size & Structure - 011

7 Size of the Greater Portland Region s Overnight Travel Market Total Overnight Trips to Oregon* = 8.8 Million Spent Time in the Greater Portland Region 30% 8.7 Million *Includes both adults and children 7

8 The Greater Portland Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Greater Portland Region = 8.7 Million Adults 81% 7.1 Million Children 19% 1.6 Million 8

9 The Greater Portland Region s Overnight Travel Market - by Trip Purpose VFR 53% Business 14% Marketable 33% *Marketable includes Business-Leisure 9

10 The Greater Portland Region vs. Oregon State by Trip Purpose Base: 011 Overnight Trips Visits to Friends/Relatives Marketable Trips Business Greater Portland Oregon 011 *Marketable includes Business-Leisure 10

11 011 Overnight Spending by Sector 011 Greater Portland Region Spending = $1.4 Billion Lodging 35% $503 Million Restaurant Food & Beverages 7% $386 Million Recreation 7% $105 Million Transportation 1% $167 Million Retail 19% $8 Million 11

12 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips $5 $ Lodging Restaurant Food & Beverage $9 Retail Purchases $17 Transportation at Destination $11 Recreation/ Sightseeing/ Entertainment 1

13 Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 011 Overnight Marketable Trips $50 $34 $9 $13 $13 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 13

14 Marketable Trip Characteristics and Visitor Profile 010/011

15 Main Purpose of Marketable Trip Greater Portland vs. State Norm Special event 1 38 City trip 9 7 Touring Outdoors 8 Resort 3 14 Casino Greater Portland Oregon

16 State Origin Of Overnight Trip Washington 36 Oregon 3 California 9 Idaho 4 Montana Arizona

17 DMA Origin Of Overnight Trip Portland, OR 7 Seattle-Tacoma, WA 4 Eugene, OR 6 Los Angeles, CA 5 Salt Lake City, ID/UT San Francisco-Oakland-San Jose, CA Boise, ID Bend, OR Phoenix, AZ Denver, CO

18 Other Oregon Regions Visited on Greater Portland Trip Coast Region 0 Mt. Hood/Columbia River Gorge 17 Willamette Valley 11 Central Region 8 Southern Region 6 Eastern Region

19 Method of Planning Trip Internet Travel Agent Other/None 4 Greater Portland Oregon

20 Method of Booking Trip Internet Travel Agent Other/None 4 Greater Portland Oregon 011 0

21 Season of Trip January - March April - June 4 7 July - September October - December Greater Portland Oregon 011 1

22 Total Nights Away on Trip Average Greater Portland = 3.5 Nights Average Oregon = 3.8 Nights 1 night 7 37 nights nights nights nights Greater Portland Oregon 011

23 Number of Nights Spent in Greater Portland with 1+ Nights Spent in Greater Portland Average Nights Spent in Greater Portland =.1 1 night 48 nights nights nights 7 7+ nights

24 Size of Travel Party Portland Metro Total = 3.4 Oregon Total = Average No. of People Adults Children 4

25 Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Motorcycle Bicycle Commercial Vehicles Plane Train Taxi Cab Bus Ship/Boat Greater Portland Oregon 011 5

26 Accommodation Hotel Motel Friend/relative's dwelling (not paid) Resort hotel Country inn/lodge Campground/trailer park/rv park Own home/condo/apartment/cabin Rented home/condo/apartment Bed & breakfast Rented cottage/cabin Time share Boat/cruise ship Greater Portland Oregon 011 6

27 Activities and Experiences Shopping Fine dining Beach/Waterfront Landmark/Historic site National/State park Bar/Disco/Nightclub Museum Hiking/Backpacking Brewery Fair/Exhibition/Festival Rock/Pop concert Greater Portland Oregon 011 7

28 Activities and Experiences (Cont d) Art gallery Swimming Zoo Pro/College sports Camping Winery Casino Theater Dance Spa Biking Greater Portland Oregon 011 8

29 Activities and Experiences (Cont d) Fishing Boating/Sailing Rafting Trade show Theme park Opera Symphony Convention/conference Business Meeting Golf Mountain climbing Greater Portland Oregon 011 9

30 Activities of Special Interest Historic places Cultural activities/attractions Exceptional culinary experiences 13 1 Winery tours/wine tasting Eco-tourism Traveling with grandchildren Greater Portland Oregon

31 Gender Male Female Greater Portland Oregon

32 Age Average Age Greater Portland = 4 Average Age Oregon = years years years years Greater Portland Oregon 011 3

33 Household Size 1 member members members members members Greater Portland Oregon

34 Income $150K+ 6 6 $100K-$149.9K 0 19 $75K-99.9k $50K-$74.9K $5K-$49.9K Under $5K Greater Portland Oregon

35 Marital Status Married/With partner 60 7 Never married 0 36 Divorced/Widowed/ Separated Greater Portland Oregon

36 Children in Household No Children Under Any child between Any child between Any child under Greater Portland Oregon

37 Education Post-graduate College graduate Some college High school or less Other Greater Portland Oregon

38 Employment Full-time/Self-employed Part-time Not employed/retired/ Other Greater Portland Oregon

39 Race White African-American 1 1 Other Greater Portland Oregon

40 Hispanic Background Yes 5 7 No Greater Portland Oregon

41 Appendix A: Key Terms Defined

42 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. 4

43 Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Includes all leisure trips, with the exception of visits to friends/relatives 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. 43

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