Oregon 2013 Regional Visitor Report Willamette Valley

Transcription

1 Oregon 201 Regional Visitor Report Willamette Valley

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 201 overnight visitor volume and travel expenditures for Oregon as well as for the Willamette Valley Region in particular Strategic intelligence about the Willamette Valley Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics 2

3 Methodology For each of the 2012 and 201 travel years, a representative sample of visitors to the Willamette Valley 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 5,752 overnight trips taken to Oregon in 2012 and 201: 812 included a visit to the Willamette Valley Region Of those, 250 were marketable trips

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5 Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Willamette Valley Region are reported for the 201 travel year, as are all Oregon state norms. To maximize statistical reliability, other Willamette Valley Region data (trip characteristics and visitor profiles) are based on two years combined sample from 2012 and

6 Travel Market Size & Structure - 201

7 Size of the Willamette Valley Region s Overnight Travel Market Total Overnight Trips to Oregon* = 0.6 Million Spent Time in the Willamette Valley Region 17% 5.2 Million *Includes both adults and children 7

8 The Willamette Valley Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Willamette Valley Region = 5.2 Million Adults 81% 4.2 Million Children 19% 1 Million 8

9 The Willamette Valley Region s Overnight Travel Market - by Trip Purpose VFR 56% Business 8% Marketable 6% *Marketable includes Business-Leisure 9

10 The Willamette Valley Region vs. Oregon State by Trip Purpose Base: 2011 Overnight Trips Done Visits to Friends/Relatives Marketable Trips 6 47 Business Willamette Valley Oregon 201 *Marketable includes Business-Leisure 10

11 201 Overnight Spending by Sector 201 Willamette Valley Region Spending = $621 Million Lodging 29% $18 Million Restaurant Food & Beverages 27% $166 Million Recreation 9% Transportation 15% $95 Million Retail 20% $5 Million $124 Million 11

12 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips $28 Lodging $25 Restaurant Food & Beverage $19 Retail Purchases $15 Transportation at Destination $8 Recreation/ Sightseeing/ Entertainment 12

13 Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips $2 10 $2 $15 $1 $11 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 1

14 Marketable Trip Characteristics and Visitor Profile 2012/201

15 Main Purpose of Marketable Trip Willamette Valley vs. State Norm Special event Touring Outdoors City trip Casino Resort Golf Trip Skiing/snowboarding Theme park Willamette Valley Oregon

16 State Origin Of Overnight Trip Oregon 59 Washington 14 California 12 Georgia 2 Illinois

17 DMA Origin Of Overnight Trip Portland, OR Eugene, OR Seattle-Tacoma, WA Medford-Klamath Falls, OR/CA San Francisco-Oakland-San Jose, CA Spokane, ID/WA Los Angeles, CA Bend, OR Atlanta, GA Chicago, IL Sacramento-Stockton-Modesto, CA Chico-Redding, CA

18 Other Oregon Regions Visited on Willamette Valley Trip Greater Portland 24 Coast Region 2 Mt. Hood/Columbia River Gorge 15 Southern Region 12 Central Region 8 Eastern Region

19 Method of Planning Trip Internet Travel Agent Other/None 9 Willamette Valley Oregon

20 Method of Booking Trip Internet Travel Agent Other/None 8 Willamette Valley Oregon

21 Season of Trip January - March April - June July - September 4 4 October - December Willamette Valley Oregon

22 Total Nights Away on Trip Average Willamette Valley =.7 Nights Average Oregon =.9 Nights 1 night 2 nights -4 nights nights nights Willamette Valley Oregon

23 Number of Nights Spent in Willamette Valley with 1+ Nights Spent in Willamette Valley Average Nights Spent in Willamette Valley = night 46 2 nights 25-4 nights nights 4 7+ nights

24 Size of Travel Party Willamette Valley Total =.1 Oregon Total = Average No. of People Adults Children 24

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

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

27 Activities and Experiences Shopping Camping Fine dining National/state park Beach/waterfront Hiking/backpacking Swimming Landmark/historic site Winery Casino Fair/exhibition/festival Bar/disco/nightclub Brewery Fishing Art gallery Willamette Valley Oregon

28 Activities and Experiences (Cont d) Museum Biking Golf Theater Participate in adult sports event/tournament Attend/Participate in kids sports event/tournament Pro/college sports Rock/pop concert Boating/sailing Business Meeting Rafting Watch amateur/youth sports event Spa Mountain climbing Rodeo Willamette Valley Oregon

29 Activities and Experiences (Cont d) Convention/Conference Participate in amateur/youth sports event Dance Birding Zoo Motorcycle Touring Symphony Trade Show Skiing/snowboarding Opera Tennis Theme park Hunting Willamette Valley Oregon

30 Activities of Special Interest Historic places 26 8 Cultural activities & attraction 2 0 Winery tours & wine tasting Exceptional culinary experiences 1 20 Eco-Tourism 7 11 Traveling with grandchildren Willamette Valley Oregon 201 0

31 Online Social Media Use by Travelers Used any social media for travel Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Got travel advice Willamette Valley Oregon 201 1

32 Online Social Media Use by Travelers (Cont d) Used any social media for travel Connected with others interested in travel Contributed travel reviews Gave travel advice "Followed" a destination/attraction Blogged about a trip Subscribed to a travel e-newsletter Tweeted about a trip Willamette Valley Oregon 201 2

33 Gender Male 4 52 Female Willamette Valley Oregon 201

34 Age Average Age Willamette Valley = 47.8 Average Age Oregon = years years years years Willamette Valley Oregon 201 4

35 Household Size 1 member members 5 42 members members members Willamette Valley Oregon 201 5

36 Household Income $150K+ 4 5 $100K-$149.9K $75K-99.9k $50K-$74.9K Under $49.9K Willamette Valley Oregon 201 6

37 Marital Status Married/With partner Never married Divorced/Widowed/ Separated Willamette Valley Oregon 201 7

38 Children in Household No Children Under Any child between Any child between Any child under Willamette Valley Oregon 201 8

39 Education Post-graduate College graduate 6 41 Some college High school or less Other Willamette Valley Oregon 201 9

40 Employment Full-time/Self-employed 4 4 Part-time 1 15 Not employed/retired/ Other Willamette Valley Oregon

41 Race White African-American <1 Other Willamette Valley Oregon

42 Hispanic Background No Yes Willamette Valley Oregon

43 Appendix A: Key Terms Defined

44 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. 44

45 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 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. 45