Oregon 01 Regional Visitor Report Mt. Hood Columbia River Gorge
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 01 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
Methodology For each of the 01 and 01 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 5,75 overnight trips taken to Oregon in 01 and 01: 474 included a visit to the Mt. Hood-Columbia River Gorge Region Of those, 01 were marketable trips
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 01 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 01 and 01. 5
Travel Market Size & Structure - 01
Size of the Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Total Overnight Trips to Oregon* = 0.6 Million Spent Time in the Mt. Hood- Columbia River Gorge Region 9%.7 Million *Includes both adults and children 7
The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market Adults vs. Children Overnight Trips to Mt. Hood-Columbia River Gorge =.7 Million Adults 81%.1 Million Children 19% 0..6 Million 8
The Mt. Hood-Columbia River Gorge Region s Overnight Travel Market - by Trip Purpose VFR 44% Business 7% Marketable 49% *Marketable includes Business-Leisure 9
The Mt. Hood-Columbia River Gorge Region vs. Oregon State by Trip Purpose Base: 011 Overnight Trips Marketable Trips 47 49 Visits to Friends/Relatives 44 44 Business 7 9 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 *Marketable includes Business-Leisure 10
01 Overnight Spending by Sector 01 Mt. Hood-Columbia River Gorge Region Spending = $60 Million Lodging 5% $17 Million Restaurant Food & Beverages 7% $96 Million Recreation 10% Transportation 15% $54 Million Retail 1% $5 Million $48 Million 11
Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 0 0 $8 10 $9 $16 $14 $11 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 1
Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 011 Overnight Marketable Trips 50 40 0 0 $47 10 $6 $15 $1 $11 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 1
Marketable Trip Characteristics and Visitor Profile 01/01
Main Purpose of Marketable Trip Mt. Hood-Columbia River Gorge Region vs. State Norm Touring Outdoors City trip Special event Resort Skiing/snowboarding Golf Trip Casino Cruise 10 11 10 10 4 4 1 8 4 5 15 1 0 10 0 0 40 Mt. Hood-Columbia River Gorge Oregon 01 15
State Origin Of Overnight Trip Oregon Washington California Florida Georgia Illinois Texas Arizona Kentucky Montana 9 1 7 0 10 0 0 40 16
DMA Origin Of Overnight Trip Portland, OR Seattle-Tacoma, WA Los Angeles, CA Spokane, ID/WA Washington, DC Yakima, WA New York, NY/NJ/PA/CT Atlanta, GA Chicago, IL Sacramento-Stockton-Modesto, CA Phoenix, AZ Eugene, OR San Francisco-Oakland-San Jose, CA 5 5 9 8 0 10 0 0 40 17
Other Oregon Regions Visited on Mt. Hood-Columbia River Gorge Trip Greater Portland 7 Coast Region 7 Willamette Valley 18 Central Region 1 Southern Region 1 Eastern Region 11 0 10 0 0 40 18
Method of Planning Trip 80 60 40 64 6 0 4 9 0 6 Internet Travel Agent Other/None 9 Mt. Hood-Columbia River Gorge Oregon 01 19
Method of Booking Trip 80 60 40 0 57 59 4 9 0 5 Internet Travel Agent Other/None 8 Mt. Hood-Columbia River Gorge Oregon 01 0
Season of Trip January - March 17 0 April - June 5 9 July - September 4 40 October - December 14 1 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 1
Total Nights Away on Trip Average Mt. Hood-Columbia River Gorge = 4.4 Nights Average Oregon =.9 Nights 1 night 18 nights 9 0-4 nights 1 5-6 nights 10 1 7+ nights 14 1 0 10 0 0 40 Mt. Hood-Columbia River Gorge Oregon 01
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 =. 1 night 4 nights -4 nights 18 5-6 nights 5 7+ nights 0 10 0 0 40 50
Size of Travel Party Mt. Hood- Columbia River Gorge.7 0.8 Total =.5 Oregon.5 0.8 Total =. 0 1 4 Average No. of People Adults Children 4
Transportation Personal Vehicles Own car/truck Rental car Camper, R.V Motorcycle Bicycle 7 9 5 5 14 0 6 77 Commercial Vehicles Plane Train Bus Taxi Cab Ship/Boat 1 8 7 8 6 7 7 15 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Oregon 01 5
Accommodation Hotel Motel Campground/trailer park/rv park Friend/relative's dwelling (not paid) Resort hotel Rented cottage/cabin Country inn/lodge Bed & breakfast Time share Own home/condo/apartment/cabin Rented home/condo/apartment Boat/cruise ship Other 0 6 18 7 17 17 17 10 14 19 9 7 8 6 6 4 7 4 5 7 1 4 5 4 0 10 0 0 40 Mt. Hood-Columbia River Gorge Oregon 01 6
Activities and Experiences National/state park Hiking/backpacking Shopping Beach/waterfront Landmark/historic site Fine dining Camping Brewery Museum Swimming Winery Fishing Biking Bar/disco/nightclub Casino 8 11 10 11 7 10 11 10 7 4 4 1 5 1 0 1 1 18 16 14 16 1 16 19 14 16 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 7
Activities and Experiences (Cont d) Skiing/snowboarding Fair/exhibition/festival Boating/sailing Zoo Attend/Participate in kids sports event/tournament Golf Theater Art gallery Mountain climbing Dance Spa Rock/pop concert Theme park Rafting Birding 10 4 10 9 9 7 9 6 8 4 8 6 7 6 7 10 7 4 6 6 6 5 5 5 6 5 5 4 4 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 8
Activities and Experiences (Cont d) Participate in adult sports event/tournament Motorcycle Touring Rodeo Convention/Conference Pro/college sports Trade Show Watch amateur/youth sports event Hunting Business Meeting Opera Symphony Participate in amateur/youth sports event Tennis 4 4 4 4 5 4 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 9
Activities of Special Interest Historic places 8 50 Cultural activities & attraction 8 0 Exceptional culinary experience 17 0 Winery tours & wine tasting Eco-Tourism 11 11 14 15 Traveling with grandchildren 8 9 0 0 40 60 Mt. Hood-Columbia River Gorge Oregon 01 0
Online Social Media Use by Travelers Used any social media for travel 81 79 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Accessed travel news/events/deals/promotions Looked at travel photos/video online Connected with others interested in travel Got travel advice 14 1 8 4 1 7 0 1 49 44 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Region Oregon 01 1
Online Social Media Use by Travelers (Cont d) Used any social media for travel 81 79 Gave travel advice Read a travel blog "Followed" a destination/attraction Contributed travel reviews Blogged about a trip Subscribed to a travel e-newsletter Tweeted about a trip 17 10 14 1 11 10 11 10 9 6 8 8 6 7 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Region Oregon 01
Gender Male 5 5 Female 48 48 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Oregon 01
Age Average Age Mt. Hood-Columbia River Gorge = 4 Average Age Oregon = 45 18-4 years 11 1 5-44 years 4 44 45-64 years 9 65+ years 1 18 0 0 40 60 Mt. Hood-Columbia River Gorge Oregon 01 4
Household Size 1 member 18 19 members 5 8 members 4 members 5+ members 1 16 17 15 15 15 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 5
Household Income $150K+ 4 6 $100K-$149.9K 14 17 $75K-99.9k 14 16 $50K-$74.9K 4 Under $49.9K 41 4 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 6
Marital Status Married/With partner 61 65 Never married 9 Divorced/Widowed/ Separated 10 1 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Oregon 01 7
Children in Household No Children Under 18 54 61 Any child between 1-17 19 0 Any child between 6-1 4 Any child under 6 17 1 0 0 40 60 80 Mt. Hood-Columbia River Gorge Oregon 01 8
Education Post-graduate 16 17 College graduate 6 9 Some college 5 8 High school or less 16 17 Other 0 10 0 0 40 50 Mt. Hood-Columbia River Gorge Oregon 01 9
Employment Full-time/Self-employed 4 49 Part-time 11 1 Not employed/retired/ Other 9 44 0 0 40 60 Mt. Hood-Columbia River Gorge Oregon 01 40
Race White 81 85 African-American 4 Other 1 15 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Oregon 01 41
Hispanic Background 91 No 9 9 Yes 8 0 0 40 60 80 100 Mt. Hood-Columbia River Gorge Oregon 01 4
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