Naples, Marco Island, Everglades Convention and Visitors Bureau February 2017 Visitor Profile

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Naples, Marco Island, Everglades Convention and Visitors Bureau February 2017 Visitor Profile Prepared for: Collier County Board of County Commissioners and Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Research Data Services, Inc. March 2017

2 1/15 3/15 5/15 7/15 9/15 11/15 1/16 3/16 5/16 7/16 9/16 11/16 1/17 1/15 3/15 5/15 7/15 9/15 11/15 1/16 3/16 5/16 7/16 9/16 11/16 1/17 Naples, Marco Island, Everglades: February 2017 Summary Executive Summary: February This February, some 194,700 visitors stayed in Collier s commercial lodgings (+0.7). Their visits contributed an estimated $255,972,900 of economic impact to the County (+2.5). Key performance metrics are as follows: Key Collier Visitation Metrics (Δ) February Occupancy ADR $353.0 $ RevPAR $314.5 $ Visitors RevPar Key Collier Visitation Metrics (Δ) ADR OCC Change Visitors Change RevPar Change Occupancy Change ADR 2. Compared to last February, nearly three out of every four (74.1) lodging managers report their three month forward reservations levels as up or the same : of Properties (February) Reporting Reservations: Up Same Down i Copyright PCD

3 Naples, Marco Island, Everglades: February 2017 Summary 3. Collier s February visitation originates from the following primary market segments: 2017 February Visitation Visitor # Florida 43, Southeast 14, Northeast 55, Midwest 38, Canada 7, Europe 27, West 8, Total 194, Opportunity Markets (Exploratory) AK WA OR NV CA ID UT AZ U.S. Regions MT HI WY CO NM ND SD NE KS TX OK MN Midwest WI MI ME VT NH NY MA NJ AL IA PA DE OH IL MD IN WV VA MO KY NC TN AR SC MS GA Southeast LA Northeast Florida FL 4. This February, nearly seven out of every ten of the destination s patrons flew (2016: 69.1; 2017: 68.5). A majority of these (66.7) deplaned at RSW, with Miami capturing some 16.1 of deplanements. 5. The typical February visitor party includes an average of 2.6 travelers who stay for 3.2 nights in the Naples, Marco Island, Everglades area. 6. Some 35.8 of Collier s February visitors are in the destination for the first time (2016: 38.0). 7. Fully 97.3 consulted the web for trip information, with some 77.7 making bookings for their trip online. 8. The vast majority (96.2) are satisfied with their Collier stay, with 92.2 planning a future trip to the area (2016: 93.2). 9. This year, February visitors average 53.3 years of age (2016: 52.8 years of age). ii Copyright PCD

4 Naples, Marco Island, Everglades: February 2017 Visitor Profile * Copyright PCD

5 Calendar Year (Jan. Dec.) February H/M/C * Visitor Statistics / ** / 17 Visitors (#) 1,829,500 1,793, , , Room Nights 2,512,400 2,429, , , Direct Exp. ($) $1,311,630,200 $1,328,627, $167,527,300 $171,678, Total Eco. Impact ($) $1,955,640,500 $1,980,983, $249,783,200 $255,972, * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** Please note February 2016 was a leap year February Occupancy February Economic Impact $300,000, ,783, ,972,900 Feb $250,000,000 $200,000,000 $150,000,000 82,255,900 84,294,200 Total Eco. Impact Indirect/Induced Direct Exp $100,000, ,527, ,678,700 $50,000,000 February Room Rates $ Feb $ February Lodging Statistics ** 16/ 17 Occupancy Room Rates $353.0 $ RevPAR $314.5 $ ** Note: 40 prime lodging units were closed for renovations 1 Copyright PCD

6 Visitor Origins February 2017 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 16/ 17 Florida , , Southeast , , Northeast , , Midwest , , Canada 4.5 8, , Europe , , West 4.3 8, , Total , , February 2017 Visitor Origins 27,842 8,177 43,029 Florida Southeast 7,983 Northeast 14,018 Midwest 38,551 Canada 55,100 Europe West 2 Copyright PCD

7 Transportation Mode (Multiple Response) February 2016 February 2017 Plane Rental Car Personal Car Airport Deplaned (Base: Flew) February 2016 February 2017 Southwest Florida International Miami International Ft. Lauderdale International Tampa International Orlando International/Sanford Purpose of Trip (Multiple Response) February 2016 February 2017 Vacation/Weekend Getaway Group Travel Visit with Friends and Relatives First Visit to ( yes) February 2016 February 2017 Collier County Florida Length of Stay (Days) February 2016 February 2017 In Collier County Party Size February 2016 February 2017 Number of People Party Composition (Multiple Response) February 2016 February 2017 Couple Family Single Group of Couples Days Transportation SW FL Miami Ft. Lauderdale Length of Stay in Collier County (Days) Plane Rental Car Personal Car Airport Deplaned (Top Four) Tampa Days in Collier 3 Copyright PCD

8 Did Party Have Lodging Reservations for Stay February 2016 February 2017 Yes Satisfaction with Collier County February 2016 February 2017 Very Satisfied Satisfied Satisfaction Level (Combined) Activities Enjoyed in Area (Multiple Response) February 2016 February 2017 Dining Out Beach Relaxing Shopping Pool Walking Enjoying Nature/Bird Watching/Everglades Visiting with Friends/Relatives Sunsets Sunning Art Galleries/Shows/Fairs Sightseeing Bars/Nightlife Reading Swimming Golfing Satisfied/Recommend Satisfied Recommend Activities Enjoyed in Area (Top Five) Dining Out Beach Relaxing Expense Relative to Expectations February 2016 February 2017 More Expensive Less Expensive As Expected Shopping Pool Demographics February 2016 February 2017 Average Age Head of Household (Years) Median Annual Household Income $167,224 $171, Copyright PCD

9 Recommend Collier to Friends/Relatives February 2016 February 2017 Yes Plan to Return ( Yes) February 2016 February 2017 To Local Area Collier Base Budget February 2016 February 2017 Total $2, $2, Per Person/Stay Per Person/Day Plan to Return Area Information Seen/Read/Heard February 2016 February 2017 Yes Directly Influenced by Information (Base: Seen/Read/Heard Area Information) February 2016 February 2017 Yes Why Chose the Area (Multiple Response) February 2016 February 2017 Weather Beach Area Relaxing Business/Meeting/Conference Previous Experience Quiet/Peaceful/Laid Back Restaurants Outdoor Recreation/Nature Recommendation Quality of Accommodations Never Been Appealing Brochures/Websites Not Crowded Internet Use February 2016 February 2017 Use Internet to Obtain Travel Info for This Trip ( Yes) Book Reservations for Trip Online (Yes) Seen/Read/Heard Yes 96.2 Internet Use 97.3 Use Web for Travel Info This Trip To Local Area Book Reserv for Trip Online Info. Influenced Yes 5 Copyright PCD

10 Industry Data: * Copyright PCD

11 Monthly Direct Leisure and Hospitality Employment 30,000 29, Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25, ,000 23,000 22,000 21,000 20,000 Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb ,700 29,000 27,500 25,900 25,100 24,800 24,900 25,500 26,900 27,900 28,400 28, ,600 27,900 26,300 24,800 23,800 23,800 24,000 25,600 27,900 28,700 29,000 29, ,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900 27,700 28, ,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26,300 26,900 27, ,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24,900 25,600 26,400 * Source: Florida Department of Economic Opportunity/U.S. Department of Labor. 1 Copyright 2017 PCD

12 RSW Total Passenger Traffic 1,300,000 1,200, Southwest Florida International Airport (RSW) Passenger Traffic CY 2012: 7.35 million (-2.5) CY 2013: 7.64 million (+3.9) 1,100,000 1,000, , , CY 2014: 7.97 million (+4.4) CY 2015: 8.37 million (+5.0) CY 2016: 8.60 million (+2.8) CY 2017 to Date: 1.84 million (-3.7) 700, , , , ,000 Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb ,269, , , , , , , , , , , , ,181, , , , , , , , , , , , ,147, , , , , , , , , , , , ,115, , , , , , , , , , , , ,024, , , , , , , , , , , , Copyright 2017 PCD

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