Annual Report Collier s Hospitality &Tourism Industry
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- Merilyn Collins
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1 Annual Report Collier s Hospitality &Tourism Industry
2 Welcome to Our Celebration of the 33 rd National Travel & Tourism Week
3 Thank You To Our Host Today Naples Bay Resort Please Welcome John Reilly, General Manager
4 We Have Really Good News! Collier Recorded Another Record Year in 2015!
5 Accomplishments Record Visitation Record Visitor Spending Record Number of Jobs Record TDT Revenue Many New Awards 10 HSMAI Adrian Awards -5 Gold, 3 Silver, 2 Bronze Barefoot Beach # 2 & Delnor Wiggins # 9 Beaches- Dr. Beach Award Naples # 1 Best Destination for Luxury Travelers- USA Today Naples on Conde Nast Lists: America s Best Food Cities Best Small Cities in America # 15 Marco Island- # 8 of Top Ten Islands in US by Trip Advisor Happiest & Healthiest Place in US by Gallup Poll ROI of $181 in Visitor Spending for each dollar invested in destination marketing
6 Benefits to Residents & Businesses from Collier Visitors 26,142 Direct Jobs for citizens Visitor spending and taxes pay for Destination Marketing Worldwide Beach renourishment and maintenance Beach Park Facilities capital improvements County Museum Operations and promotion Non-County Museum marketing assistance Sports Events Marketing & Operations Support Tax Savings to Homeowners of $863
7 Collier Calendar Year 2015 (Jan. Dec) Tourism Metrics Number of Visitors Direct Spending Economic Impact 1,829, % D $1,311,630, % D $1,955,640, % D Source: Research Data Services, Inc. 2016
8 Visitor Origins Collier Calendar Year 2015 (Jan. Dec.) # of Visitors 2015 D % Florida 628, Southeast 123, Northeast 350, Midwest 289, Canada 50, Europe 298, US Opp Mkts 88, CY ,829, Source: Research Data Services, Inc. 2016
9 Occupancy/Average Daily Rate (ADR) Calendar Year 2015 (Jan. Dec.) Occupancy ADR % D % D Q1 88.4% 89.7% +1.5% $267.7 $ % Q2 75.0% 76.2% +1.6% $202.7 $ % Q3 63.8% 66.5% +4.2% $123.9 $ % Q4 74.9% 74.8% -0.1% $170.1 $ % Annual 75.5% 76.8% +1.7% $191.1 $ % Source: Research Data Services 2016
10 Competing Destinations Calendar Year 2015 (Jan. Dec.) Occupancy ADR RevPAR 2016 % D 2016 % D 2016 % D Naples MSA 67.7% +0.6 $ $ Naples Upscale 73.3% -4.5 $ $ Miami-Hialeah 78.1% 0.0 $ $ Florida Keys 77.8% -2.2 $ $ Ft. Myers 70.6% +6.5 $ $ Sarasota-Bradenton 69.3% +0.3 $ $ Clearwater 75.2% +3.8 $ $ St. Petersburg 70.2% +5.5 $ $ Palm Beach County 73.2% -0.1 $ $ Ft. Lauderdale 78.8% +1.2 $ $ SOURCE: SMITH TRAVEL RESEARCH, INC.
11 Monthly Direct Leisure and Hospitality Employment 29,000 28,000 27,000 Collier Hospitality & Tourism Employment (Calendar Years)* ,000 25, ,000 23, ,000 21,000 20,000 19,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24, ,300 25,800 25,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24, ,600 26,400 26,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26, ,900 27,600 27,900 27,200 25,700 24,100 23,300 23,100 22,800 24,200 26,100 26, ,200 27,900 28,200 27,900 26,400 24,700 24,000 23,800 23,700 25,100 27,000 27,800 Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector. (2013 and 2014 data was revised.) Research Data Services, Inc. 2016
12 Tourism Impact Analytics Calendar Year 2015 Spending Per Person/Trip Domestic $ European $ Spending Per Day Domestic $ European $ Hotel Room Nights 2,512,400 Average Hotel Occupancy 76.8% Average Daily Rate (ADR) $ RevPAR $ Arrival By Air/Auto 60.4%/39.6% Use Rental Car 55.9% Source: Research Data Services Inc. 2016
13 Tourism Analytics Cont Calendar Year 2015 Purpose of Trip: Leisure 77.6% Group 27.8% VFR 12% Attend Events 8.7% First Collier Trip Visit 44.1% Repeat Visit 55.9% Length of Stay 4.4 Days Party Size 2.6 persons Satisfaction 96.5% Very Satisfied 86.1% Satisfied 10.4% Would Recommend 93.3% Plan to Return 92% More Expensive 17.2% Internet Travel Research 96% Pre trip reservations 94.7% Booked on Internet 80% Source: Research Data Services 2016
14 Typical Visitor Profile Average age 48.1 Median H.H. Income $150,000 Saw, Read, Heard Collier Message 53.3% Travel Influenced by Collier Message 47% Party Composition Couples 53.2% Family 32.2% Singles 10.2% Ad Hoc Groups 5.7%
15 Favorite Visitor Activities Beach 77.5% Dining Out 73.1% Relaxing 57.8% Shopping 43.7% Sunsets 29.3% Nature/Eco 27.7% Sightseeing 26.3% Sunning 24.8% Visiting Friends 17.1% Nightlife 14.7% Art Gallery/Shows 14.3% Golf 10.6% Source: Research Data Services, Inc. 2016
16 Reasons for Choosing Collier Beach 56.4% Weather 47.6% Relaxing Place 38.2% Quiet/Peaceful/Laid back 35.4% Previous Experience 34.2% Quality of Accommodations 33.6% Not Crowded 29.5% Outdoor Activities 29.3% Recommendation 27.8% Business/Conference 27.2% Restaurants 26.8%
17 International Visitors Calendar Year 2015 United Kingdom 113, % Germany 95, % Scandinavia 27, % France 17, % Brazil 13, % Argentina 12, % Switzerland 12, % Belgium/Netherlands 10, % Ireland 9, % Austria 6, % TOTAL 319, %
18 TDT Revenue FY 15- $21 M County Museums, $1,998,189, 10% Museum Grants, $495,439, 2% Beach Park Projects, $930,977, 4% Destination Marketing, $7,300,762, 35% Beach & Inlet Projects, $7,657,470, 37% Administrative Costs, $2,416,463, 12%
19 Visitor Comments
20 Group Sales Accomplishments
21 Leisure & Travel Trade Sales Accomplishments
22 Sports Marketing Accomplishments
23 PR/Communications Accomplishments 80 journalists hosted in 2015 CVB-sponsored press trip themes Culinary, Luxury Int l press visitation from Brazil, Germany, U.K., China, Austria and more Coverage generated with help of Nat'l agency LHA 405 million impressions and $4.4 million in ad equivalency Total coverage including CVB-generated, LHA-generated & opportunistic coverage estimated at over $10 million Local PR made 400+ info submissions to local, national, int l media Additions made to editorial photo & video b-roll library Launched Brazilian web, social media Extensive website additions, enhancements Launched Instagram efforts including InstaMeets Plans to initiate local industry & media E-News, plus new video concepts for Web & Social Media in Q2 2016
24 Film Office Accomplishments
25 Outlook for 2016 Visitor increase of 1-2% New & Expanding Feeder Markets Argentina; Colombia New York/New Jersey- New Air Service to Naples Hotels projecting flat or slightly up in occupancy Hotel rates will show modest increases Shared economy will grow dramatically
26 Vacation Home Market Near 100% occupancy now Some new inventory from new construction Reservations made now for 2017 season AirBnB will improve the supply but will not satisfy the demand for our upscale market
27 January March Collier Visitor Profile First Quarter 2016
28 Collier Tourism Metrics Q (Jan. Mar.) Number of Visitors Room Nights Economic Impact 601, %D 775, %D $738,964, %D
29 Collier Comp Set Q (Jan. Mar.) Occupancy ADR RevPAR 2016 % D 2016 % D 2016 % D Naples MSA 76.8% -6.2 $ $ Naples Upscale 83.5% -5.9 $ $ Miami-Hialeah 83.2% -1.9 $ $ Florida Keys 82.0% -5.6 $ $ Ft. Myers 83.8% -3.9 $ $ Sarasota-Bradenton 79.7% -3.9 $ $ Clearwater 80.7% -4.3 $ $ St. Petersburg 77.7% -2.1 $ $ Palm Beach County 83.1% -3.2 $ $ Ft. Lauderdale 85.1% -4.2 $ $ SOURCE: SMITH TRAVEL RESEARCH, INC.
30 Q (Jan. Mar.) Visitor Origins # of Visitors 2016 D % Florida 144, Southeast 38, Northeast 169, Midwest 120, Canada 18, Europe 84, US Opp Mkts 25, YTD ,
31 Monthly Direct Leisure and Hospitality Employment Direct Hospitality/Tourism Employment 30,000 29,000 28,000 27,000 26,000 25,000 24,000 23,000 22,000 21, ,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,300 25,800 25,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24, ,600 26,400 26,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26, ,900 27,600 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26, ,700 28,400 28,600 27,900 26,300 24,800 23,900 23,900 24,000 25,600 27,600 28, ,600 29,200 29,400 * SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector.
32 2016 Creative Strategy Discover Your Paradise Picture yourself in Paradise New photography and video Temperature differences communicate the need to travel to sunny SW Florida from the North TV, digital and e-marketing Share experiences thru social media Partner co-op advertising & e-newsletters
33 Port Authority New York
34 Real Time Temperature Boards
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42 Television Spots & Videos
43 How You Can Help Upload your photos/videos of our beautiful area Share photos on our social media channels Twitter #ParadiseCoast Be proactive in the community Visitors support jobs for residents Visitors help maintain our Quality of Place Visitors save residents on their taxes
44 What can you do to help our economy? Use your PTO Paid Time Off- Or Lose It! Plan a staycation at a SWFL hotel/resort If those PTO days are taken Employees would be happier Millions of dollars more to our economy
45 THE PERFECT ENDING TO ANOTHER DAY IN PARADISE
46 Don t Miss Our Regional Tourism Rally Tomorrow- Lake Regional Park, Fort Myers 4:30-7:30 pm Free Admission Bring the Family Free Admission Celebrate National Travel & Tourism Week!
47 Questions/Comments?
Florida s Paradise Coast. Leading the Way to Prosperity
Florida s Paradise Coast Leading the Way to Prosperity Ten Years in Review Measure 2003 2013 Average Daily Rate $130.32 $166.10 Overnight Visitors 1,312,987 1,573,000 Direct Expenditures $581.5 M $962.5
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