Oregon 2011 Regional Visitor Report Mt. Hood Columbia River Gorge
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1 Oregon 2011 Regional Visitor Report Mt. Hood Columbia River Gorge
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 2011 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
3 Methodology For each of the 2010 and 2011 travel years, a representative sample of visitors to the Mt. Hood-Columbia River Gorge 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 2010 and 2011: 68 included a visit to the Mt. Hood-Columbia River Gorge Region Of those, 166 were marketable trips
4
5 Analytical Note 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 2011 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 2010 and
6 Travel Market Size & Structure
7 Size of the Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Total Overnight Trips to Oregon* = 28.8 Million Spent Time in the Mt. Hood- Columbia River Gorge Region 9% 2.5 Million *Includes both adults and children 7
8 The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Adults vs. Children Overnight Trips to Mt. Hood-Columbia River Gorge = 2.5 Million Adults 81% 2 Million Children 19% 0.5 Million 8
9 The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market - by Trip Purpose VFR 44% Business 10% Marketable 50% *Marketable includes Business-Leisure 9
10 The Mt. Hood-Columbia River Gorge Region vs. Oregon State by Trip Purpose Base: 2011 Overnight Trips Marketable Trips Visits to Friends/Relatives 44 4 Business Mt. Hood-Columbia River Gorge Oregon 2011 *Marketable includes Business-Leisure 10
11 2011 Overnight Spending by Sector 2011 Mt. Hood-Columbia River Gorge Region Spending = $15 Million Lodging 5% $112 Million Restaurant Food & Beverages 26% $82 Million Recreation 10% $1 Million Transportation 15% $46 Million Retail 14% $44 Million 11
12 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips $41 $0 10 $17 $16 $11 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 12
13 Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips $ Lodging $28 Restaurant Food & Beverage $16 Transportation at Destination $1 Retail Purchases $10 Recreation/ Sightseeing/ Entertainment 1
14 Marketable Trip Characteristics and Visitor Profile 2010/2011
15 Main Purpose of Marketable Trip Mt. Hood-Columbia River Gorge Region vs. State Norm Outdoors Touring Special event City trip Resort Ski/Snowboarding Cruise Casino Theme park Mt. Hood-Columbia River Gorge Oregon
16 State Origin Of Overnight Trip Oregon 44 Washington 20 California 8 Idaho 5 Arizona Montana
17 DMA Origin Of Overnight Trip Portland, OR 8 Seattle-Tacoma, WA 11 Eugene, OR Los Angeles, CA Boise, ID Bend, OR Spokane, ID/WA Denver, CO Phoenix, AZ Yakima, WA
18 Other Oregon Regions Visited on Mt. Hood-Columbia River Gorge Trip Greater Portland 5 Coast Region 27 Central Region 18 Willamette Valley 12 Eastern Region 11 Southern Region
19 Method of Planning Trip Internet Travel Agent Other/None 4 Mt. Hood-Columbia River Gorge Oregon
20 Method of Booking Trip Internet Travel Agent Other/None 4 Mt. Hood-Columbia River Gorge Oregon
21 Season of Trip January - March April - June 2 27 July - September 7 44 October - December Mt. Hood-Columbia River Gorge Oregon
22 Total Nights Away on Trip Average Oregon =.8 Nights Average Mt. Hood-Columbia River Gorge = 4.4 Nights 1 night 2 nights nights nights nights Mt. Hood-Columbia River Gorge Oregon
23 Number of Nights Spent in Mt. Hood- Columbia River Gorge Region with 1+ Nights Spent In Mt. Hood-Columbia River Gorge Region Average Nights Spent in Mt. Hood-Columbia River Gorge Region = night 9 2 nights 8-4 nights nights 5 7+ nights
24 Size of Travel Party Mt. Hood- Columbia River Gorge Total = 4 Oregon Total = Average No. of People Adults Children 24
25 Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Motorcycle Bicycle Commercial Vehicles Plane Train Bus Taxi Cab Ship/Boat Mt. Hood-Columbia River Gorge Oregon
26 Accommodation Hotel Motel Campground/trailer park/rv park Resort hotel Friend/relative's dwelling (not paid) Country inn/lodge Time share Bed & breakfast Rented home/condo/apartment Boat/cruise ship Rented cottage/cabin Own home/condo/apartment/cabin Mt. Hood-Columbia River Gorge Oregon
27 Activities and Experiences National/State park Hiking/Backpacking Landmark/Historic site Beach/Waterfront Shopping Camping Fine dining Museum Brewery Fair/Exhibition/Festival Winery Mt. Hood-Columbia River Gorge Oregon
28 Activities and Experiences (Cont d) Fishing Swimming Skiing/Snowboarding Bar/Disco/Nightclub Zoo Casino Biking Boating/Sailing Theater Art gallery Mountain climbing Mt. Hood-Columbia River Gorge Oregon
29 Activities and Experiences (Cont d) Trade show Golf Theme park Spa Dance Rafting Rock/Pop concert Rodeo Tennis Motorcycle touring Pro/College sports event Mt. Hood-Columbia River Gorge Oregon
30 Activities of Special Interest Historic places Cultural activities/attractions Exceptional culinary experiences Winery tours/wine tasting Eco-tourism 7 10 Traveling with grandchildren Mt. Hood-Columbia River Gorge Oregon
31 Gender Male 4 47 Female Mt. Hood-Columbia River Gorge Oregon
32 Age Average Age Mt. Hood-Columbia River Gorge = 45 Average Age Oregon = years years years years Mt. Hood-Columbia River Gorge Oregon
33 Household Size 1 member members members members 5+ members Mt. Hood-Columbia River Gorge Oregon 2011
34 Income $150K+ 6 7 $100K-$149.9K $75K-99.9k $50K-$74.9K $25K-$49.9K Under $25K Mt. Hood-Columbia River Gorge Oregon
35 Marital Status Married/With partner Never married Divorced/Widowed/ Separated Mt. Hood-Columbia River Gorge Oregon
36 Children in Household No Children Under Any child between Any child between Any child under Mt. Hood-Columbia River Gorge 6
37 Education Post-graduate College graduate 41 4 Some college 27 0 High school or less 9 1 Other Mt. Hood-Columbia River Gorge 7
38 Employment Full-time/Self-employed 8 49 Part-time 10 1 Not employed/retired/ Other Mt. Hood-Columbia River Gorge 8
39 Race White 91 9 African-American 0 1 Other Mt. Hood-Columbia River Gorge Oregon
40 Hispanic Background Yes 1 5 No Mt. Hood-Columbia River Gorge 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. 42
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. 4
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