Regional Analysis from The 2004 Oregon Visitor Study March 2006

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Regional Analysis fromThe 2004 Oregon Visitor
Study March 2006
Portland Region
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Background

• Longwoods International was commissioned by the
  State of Oregon to conduct research into the size
  and structure of the overnight visitor market for
  Oregon during the 2004 travel year and for each
  of Oregons seven Travel Regions
• This report includes
• An estimate of overnight visitor volume to Oregon
• An estimate of overnight visitor volume to the
  Portland Travel Region

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Background (Contd)

• The report also provides strategic intelligence
  on
• Portlands key sources of business
• the Portland traveler profile
• trip characteristics
• Purpose of trip, seasonality, trip length,
  accommodations and trip experiences
• Portland visitor image ratings of Oregon

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Methodology

• A representative sample of Oregon visitors was
  identified through Travel USA, Longwoods annual
  syndicated survey of the U.S. travel market.
• Travel USA contacts 200,000 U.S. households
  annually.
• The households are members of a major consumer
  mail panel which is balanced statistically to be
  representative of the U.S. in terms of key
  demographic characteristics.

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Methodology (Contd)

• Overnight Visitor Research
• To obtain more details on the Oregon trip, a
  detailed follow-up survey was sent to 1,516
  individuals identified in the Travel USA
  research who had visited Oregon on an overnight
  trip during 2004.
• Included with the survey was a map of Oregon to
  help respondents identify the places and regions
  they had visited.
• A total of 930 returned the survey for a response
  rate of 61.
• Respondents were asked which of Oregons 7
  regions was their main destination and which they
  spent time in
• A total of 314 respondents spent time in Portland
  Oregon and 208 indicated that it was their main
  destination.

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Size Structure of the Portland Regions Travel
Market
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Size and Structure of the Market

• In 2004 there were 19.1 million overnight trips
  to and in the state of Oregon. Of those, 6.7
  million spent at least some time in the Portland
  region.
• Of all 6.7 million trips to the Portland
• 5.6 million (83) spent at least one night in the
  region
• 16 were business trips, 47 were for the purpose
  of visiting friends and relatives and 37 were
  marketable pleasure trips (the kind of travel
  that can be most influenced by marketing)
• 4.8 million (71) considered the region to be
  their main destination.
• For those whose main destination was other than
  the Portland region, the Coast, Willamette Valley
  and Southern Oregon were the key destinations.
• Similarly, for those who spent time in the
  Portland region and visited other regions as
  well, the key other regions were the Coast,
  Willamette Valley and Mt. Hood.

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Size and Structure of the Market (Contd)

• For those who spent time in the Portland region
  on a pleasure trip, the main (56) purpose of
  trip was to visit friends or relatives.
• For the pleasure travelers who were on marketable
  pleasure trips, trip purposes included business
  pleasure trips (11), special event trips (10),
  touring trips (7), and city trips (7).
• Key sources of business for the Portland region
  include Washington (30), California (20) and
  Oregon (16).

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Overnight Trips to Oregon and Portland Region in
2004
Total Overnight Trips To Oregon - 19.1 Million
Spent time in Portland Region 6.7 Million (35)
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Length of Stay
Spent time in Portland Region 6.7 Million Trips
1 Nights 5.6 Million (83)
No Nights 1.1 Million (17)
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Purpose of Overnight Trips to Portland Region
Spent time in Portland Region 6.7 Million Trips
Visit Friends/Relatives 3.1 Million (47)
Marketable Pleasure 2.5 Million (37)
Business 1.1 Million (16)
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Destination of Overnight Trips to Portland Region
Spent time in Portland Region 6.7 Million Trips
Portland Region Main Destination 4.8
Million (71)
Other Regions Main Destination 1.9
Million (29)
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Main Destination ofThose Passing Through
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Other Regions Visited by Those Who Spent Time in
Portland Region
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Overnight Pleasure Trip Mix Portland Region
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sources of Business
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Urban Sources of Business
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Portland Region Trip Characteristics
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Seasonality of Trips Portland Region
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Number of Nights in Oregon
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
Total Nights in Oregon 4.1
Portland Region 2.5 Nights
Other Oregon Regions 1.6 Nights
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Accommodation
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
Percent of trip nights spent in each type of
accommodation
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Travel Party Composition
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Profile of Overnight Visitors To The Portland
Region
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Community Size
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
25
Gender
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Age
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
Portland Region Oregon Norm Average
Age 44.1 43.4
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Marital Status
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
28
Household Size
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
29
Education
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
30
Employment
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Occupation
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
32
Income
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
33
Children in Household
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Trip Experiences The Portland Region vs.
Oregon Norm
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Experiences and Sightseeing
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
36
Experiences and Sightseeing (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
37
Experiences and Sightseeing (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
38
Entertainment
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
39
Entertainment (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sports Recreation
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sports Recreation (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Traveler Priorities andProduct Delivery
Portland Region vs. Oregon Norms
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Traveler Priorities

• Respondents were asked to rate Oregons image on
  a battery of approximately 79 destination
  attributes.
• By correlating these ratings to respondent
  ratings of their interest in visiting Oregon
  again we are able to determine what is important
  to the traveler in choosing Oregon again.
• Through factor analysis the 79 attributes are
  grouped into a more user friendly 11 categories
  or factors.
• Typically, when we do this type of analysis we
  find that emotional types of attributes rise to
  the top of the importance list.

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Traveler Priorities (Contd)

• To get recent visitors interested in visiting
  again, the destination must be perceived to be
  exciting, to be good for the whole family and to
  be popular.
• Of somewhat lesser importance are perceptions of
  good sightseeing, luxurious hotels resorts and
  restaurants and of unique product.
• Entertainment, a worry free environment and
  climate are of only moderate importance in
  interesting travelers to return.
• Affordability and sports and recreation are
  relatively unimportant at this stage of the
  travel planning process, however, cost usually
  increases in importance when travelers are at the
  buying stage.

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Traveler Priorities
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Oregons Hot Buttons

• Among the 79 specific attributes included in the
  study, the 10 most important (hot buttons) in
  generating travel interest include
• Must-see destination
• Fun place for a vacation
• An exciting place
• Good for adult vacation
• Unique vacation experience
• Good for couples
• A real adventure
• Lots to see and do
• Popular with vacationers
• Good for a family vacation

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Product Delivery

• As the image ratings were made following a recent
  trip to or in Oregon, the ratings can be thought
  of as product ratings.
• When we compare the image/product ratings of
  Oregon by those respondents who spent time in the
  Portland region versus all respondents we find no
  significant differences in the ratings at the
  factor level.
• In terms of the 79 individual attributes,
  respondents who spent time in the Portland region
  rated Oregon more highly for offering a variety
  of things to see and do, interesting architecture
  and great adventures.
• Portland region visitors rated Oregon less highly
  for day trip accessibility, golfing, sailing, and
  camping.

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Product Delivery
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Exciting
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
50
Family Atmosphere
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Popular
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sightseeing
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sightseeing (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Luxurious
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
55
Unique
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
56
Entertainment
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Worry Free
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Climate
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Affordable
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
60
Sports Recreation
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Sports Recreation (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Product Strengths vs. Oregon Norm
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
63
Product Weaknesses vs. Oregon Norm
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Product Weaknesses vs. Oregon Norm (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Portland Metro Product Delivery Vs. US Norms
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Product Delivery
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
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Portland Metro Product Strengths
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
68
Portland Metro Product Strengths (Contd)
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
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Portland Metro Product Strengths (Contd)
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
70
Portland Metro Product Strengths (Contd)
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
71
Portland Metro Product Weaknesses
Base Overnight Pleasure Trips (Those Who Spent
Time in Portland Metro Region)
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Pleasure vs. Marketable Traveler Data
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Pleasure Vs. Marketable Trips

• In order to provide more information for the
  marketer we have included more detailed traveler
  profile and trip characteristic data which
  contrasts and compares the overall pleasure
  traveler to those travelers who were on a
  marketable pleasure trip (i.e.. pleasure travel
  not including visits to friends and relatives).

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Sources of Business
Base Overnight Trips (Those who Spent time in
Portland Region)
75
Seasonality of Trips Portland Region
Base Overnight Trips (Those who Spent time in
Portland Region)
76
Accommodation
Base Overnight Trips (Those who Spent time in
Portland Region)
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Percent of trip nights spent in each type of
accommodation
77
Travel Party Composition
Base Overnight Trips (Those who Spent time in
Portland Region)
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Gender
Base Overnight Trips (Those who Spent time in
Portland Region)
79
Income
Base Overnight Trips (Those who Spent time in
Portland Region)
80
Things Experienced on Trip
Base Overnight Trips (Those who Spent time in
Portland Region)
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Things Experienced on Trip (Contd)
Base Overnight Trips (Those who Spent time in
Portland Region)
82
Product Delivery
Base Overnight Trips (Those who Spent time in
Portland Region)
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Pleasure Trip Traveler Data Spent time vs. Main
destination
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Spent Time vs. Main Destination

• This section includes more detailed traveler
  profile and trip characteristic data which
  contrasts and compares those travelers who were
  on pleasure trips who spent time in the Portland
  region to those whose main destination was the
  Portland region.

85
Sources of Business Spent time vs. Main
destination
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
86
Seasonality of Trips Portland Region
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
87
Accommodation
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
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Percent of trip nights spent in each type of
accommodation
88
Travel Party Composition
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
89
Gender
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
90
Income
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
91
Things Experienced on Trip
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
92
Things Experienced on Trip (Contd)
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)
93
Product Delivery
Base Overnight Pleasure Trips (Those who Spent
time in Portland Region)