Oregon 201 Regional Visitor Report Willamette Valley
Introduction 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 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
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
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 201. 5
Travel Market Size & Structure - 201
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
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
The Willamette Valley Region s Overnight Travel Market - by Trip Purpose VFR 56% Business 8% Marketable 6% *Marketable includes Business-Leisure 9
The Willamette Valley Region vs. Oregon State by Trip Purpose Base: 2011 Overnight Trips Done Visits to Friends/Relatives 44 56 Marketable Trips 6 47 Business 8 9 0 10 20 0 40 50 60 Willamette Valley Oregon 201 *Marketable includes Business-Leisure 10
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
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 0 20 10 0 $28 Lodging $25 Restaurant Food & Beverage $19 Retail Purchases $15 Transportation at Destination $8 Recreation/ Sightseeing/ Entertainment 12
Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips 50 40 0 20 $2 10 $2 $15 $1 $11 0 Lodging Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 1
Marketable Trip Characteristics and Visitor Profile 2012/201
Main Purpose of Marketable Trip Willamette Valley vs. State Norm Special event Touring Outdoors City trip Casino Resort Golf Trip Skiing/snowboarding Theme park 1 15 22 24 22 2 8 11 5 8 5 1 1 2 2 1 2 0 10 20 0 40 Willamette Valley Oregon 201 15
State Origin Of Overnight Trip Oregon 59 Washington 14 California 12 Georgia 2 Illinois 2 0 20 40 60 80 16
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 5 4 2 2 2 2 9 17 7 0 10 20 0 40 17
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 8 0 10 20 0 18
Method of Planning Trip 80 60 40 20 56 6 50 9 0 2 Internet Travel Agent Other/None 9 Willamette Valley Oregon 201 19
Method of Booking Trip 80 60 40 20 47 59 51 9 0 4 Internet Travel Agent Other/None 8 Willamette Valley Oregon 201 20
Season of Trip January - March 20 21 April - June 25 28 July - September 4 4 October - December 17 21 0 10 20 0 40 Willamette Valley Oregon 201 21
Total Nights Away on Trip Average Willamette Valley =.7 Nights Average Oregon =.9 Nights 1 night 2 nights -4 nights 2 24 2 2 0 1 5-6 nights 7 10 7+ nights 14 14 0 10 20 0 40 Willamette Valley Oregon 201 22
Number of Nights Spent in Willamette Valley with 1+ Nights Spent in Willamette Valley Average Nights Spent in Willamette Valley = 2.4 1 night 46 2 nights 25-4 nights 21 5-6 nights 4 7+ nights 4 0 10 20 0 40 50 60 2
Size of Travel Party Willamette Valley 2. 0.8 Total =.1 Oregon 2.5 0.8 Total =. 0 1 2 4 Average No. of People Adults Children 24
Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Bicycle Motorcycle 5 8 9 12 14 82 77 Commercial Vehicles Plane Bus Taxi Cab Train Ship/Boat 6 6 6 7 7 2 14 15 0 20 40 60 80 100 Willamette Valley Oregon 201 25
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 2 17 22 26 21 27 19 10 15 19 5 7 5 7 5 5 4 6 4 6 7 8 4 0 10 20 0 40 Willamette Valley Oregon 201 26
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 0 5 26 18 2 2 22 24 21 0 21 21 18 19 17 21 16 8 14 16 14 9 1 11 1 14 12 10 11 10 0 10 20 0 40 50 Willamette Valley Oregon 201 27
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 11 1 10 7 8 6 8 6 8 7 4 7 7 5 7 7 7 5 6 5 6 5 4 5 0 10 20 0 40 50 Willamette Valley Oregon 201 28
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 5 5 4 6 4 4 4 6 4 4 4 2 4 2 4 4 6 2 5 0 10 20 0 40 50 Willamette Valley Oregon 201 29
Activities of Special Interest Historic places 26 8 Cultural activities & attraction 2 0 Winery tours & wine tasting 11 14 Exceptional culinary experiences 1 20 Eco-Tourism 7 11 Traveling with grandchildren 6 9 0 10 20 0 40 Willamette Valley Oregon 201 0
Online Social Media Use by Travelers Used any social media for travel 71 79 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 14 1 12 1 4 2 27 1 27 22 20 20 44 44 0 20 40 60 80 100 Willamette Valley Oregon 201 1
Online Social Media Use by Travelers (Cont d) Used any social media for travel 71 79 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 11 14 10 10 10 10 10 10 10 6 9 8 7 7 0 20 40 60 80 100 Willamette Valley Oregon 201 2
Gender Male 4 52 Female 48 57 0 20 40 60 80 Willamette Valley Oregon 201
Age Average Age Willamette Valley = 47.8 Average Age Oregon = 45 18-24 years 10 11 25-44 years 2 42 45-64 years 29 7 65+ years 18 21 0 20 40 60 Willamette Valley Oregon 201 4
Household Size 1 member 19 18 2 members 5 42 members 11 17 4 members 15 18 5+ members 10 15 0 10 20 0 40 50 Willamette Valley Oregon 201 5
Household Income $150K+ 4 5 $100K-$149.9K 14 17 $75K-99.9k 15 16 $50K-$74.9K 19 24 Under $49.9K 42 44 0 10 20 0 40 50 Willamette Valley Oregon 201 6
Marital Status Married/With partner 65 65 Never married 22 22 Divorced/Widowed/ Separated 1 1 0 20 40 60 80 Willamette Valley Oregon 201 7
Children in Household No Children Under 18 54 64 Any child between 1-17 17 20 Any child between 6-12 17 24 Any child under 6 16 21 0 20 40 60 80 Willamette Valley Oregon 201 8
Education Post-graduate 17 19 College graduate 6 41 Some college 28 28 High school or less 10 17 Other 2 2 0 10 20 0 40 50 Willamette Valley Oregon 201 9
Employment Full-time/Self-employed 4 4 Part-time 1 15 Not employed/retired/ Other 44 51 0 20 40 60 Willamette Valley Oregon 201 40
Race White 85 88 African-American <1 Other 12 12 0 20 40 60 80 100 Willamette Valley Oregon 201 41
Hispanic Background No 92 98 Yes 2 8 0 20 40 60 80 100 Willamette Valley Oregon 201 42
Appendix A: Key Terms Defined
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
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