Naples, Marco Island, Everglades Convention and Visitors Bureau February 2013 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 2013 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 25, 2013
2 Naples, Marco Island, Everglades: February 2013 Summary Executive Summary: February This February, some 183,100 visitors stayed in Collier s overnight accommodations (+3.9). Travelers spent $134.1 million in the destination, creating a total economic impact of $199.9 million (+9.2). Key performance statistics are as follows: February Occupancy ADR $253.8 $ RevPAR $219.8 $ Nearly half of property managers (49.4) report that their three month forward reservation levels are better than this time last year: of Properties (Feb.) Reporting Reservations: Up The Same Down This February, the Naples, Marco Island, Everglades area attracted visitors from the following core markets: Feb. Visitation Visitor # Visitor # Florida 37,376 39, Southeast 10,754 10, Northeast 50,598 54, Midwest 37,199 37, Canada 9,168 9, Europe 22,743 22, Mkts. of Opp. 8,462 8, Total 176, , 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 i Copyright PCD
3 Naples, Marco Island, Everglades: February 2013 Summary 4. Nearly two thirds of visitors (65.3) used air transportation to reach Collier this February (2012: 66.0). Some 65.9 of these travelers deplane at Southwest Florida International (RSW) (2012: 63.2), while Miami International garners 16.2 of related deplanements this year. 5. Better than two of every five visitors (41.4) are in the Naples, Marco Island, Everglades area for first time, an increase over February 2012 (2012: 39.5). 6. As many as 91.4 of Collier s February visitors cite using the web as a source of information for their trip. 7. The vast majority of visitors (95.4) are satisfied with their Collier stay and 95.1 say they plan to return to the area. 8. The typical February 2013 visitor is younger (2012: 51.2 years of age; 2013: 5 years of age), and commands a median household income of $165,572 (2012: $161,556). ii Copyright PCD
4 Naples, Marco Island, Everglades: February 2013 Visitor Profile * Copyright PCD
5 Year-to-Date (Jan. Feb.) February H/M/C* Visitor Statistics 12/ 13 12/ 13 Visitors (#) 338, , , , Room Nights 463, , , , Direct Exp. ($) $204,447,600 $222,399, $122,794,700 $134,053, Total Eco. Impact ($) $304,831,372 $331,597, $183,086,898 $199,873, *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). February Occupancy February Economic Impact $250,000, Feb $200,000,000 $150,000, ,086,898 60,292, ,873,023 65,820,023 Total Eco. Impact Indirect/Induced Direct Exp $100,000,000 February Room Rates $50,000,000 $0 122,794, ,053, Feb $ February Lodging Statistics 12/ 13 Occupancy Room Rates $253.8 $ RevPAR $219.8 $ Copyright PCD
6 Visitor Origins February 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida , , Southeast , , Northeast , , Midwest , , Canada 5.2 9, , Europe , , Markets of Opportunity 4.8 8, , Total , , February 2013 Visitor Origins 8,972 Florida 9,338 37,535 22,888 39,550 54,014 10,803 Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright PCD
7 Transportation Mode (Multiple Response) February 2012 February 2013 Plane Rental Car Personal Car Airport Deplaned (Base: Flew) February 2012 February 2013 Southwest Florida International Miami International Orlando International/Sanford Tampa International Ft. Lauderdale International Purpose of Trip (Multiple Response) February 2012 February 2013 Vacation/Weekend Getaway Group Travel Visit with Friends and Relatives First Visit to ( yes) February 2012 February 2013 Collier County Florida Length of Stay (Days) February 2012 February 2013 In Collier County Party Size February 2012 February 2013 Number of People Party Composition (Multiple Response) February 2012 February 2013 Couple Family Single Group of Friends Group of Couples Extended Family Did Party Have Lodging Reservations for Stay February 2012 February 2013 Yes Days Transportation Plane Rental Car Personal Car Airport Deplaned SW FL Miami Orlando Tampa Ft. Laud. Length of Stay in Collier County (Days) Days in Collier 3 Copyright PCD
8 Satisfaction with Collier County February 2012 February 2013 Very Satisfied Satisfied Satisfaction Level (Combined) Recommend Collier to Friends/Relatives February 2012 February 2013 Yes Activities Enjoyed in Area (Multiple Response) February 2012 February 2013 Dining Out Beach Relaxing Shopping Pool Walking Sightseeing Sunsets Visiting with Friends/Relatives Sunning Reading Enjoying Nature/Bird Watching/Everglades 15.3 Swimming Golfing Art Galleries/Shows/Fairs Bars/Nightlife Expense Relative to Expectations February 2012 February 2013 More Expensive Less Expensive As Expected Demographics February 2012 February 2013 Average Age Head of Household (Years) Median Annual Household Income $161,556 $165, Pool Shopping Relaxing Beach Dining Out Satisfied/Recommend Satisfied 31.4 Recommend Activities Enjoyed in Area (Top Five) Copyright PCD
9 Plan to Return ( Yes) February 2012 February 2013 To Local Area Collier Base Budget February 2012 February 2013 Total $1, $1, Per Person/Trip Per Person/Day Area Information Seen/Read/Heard February 2012 February 2013 Yes Directly Influenced by Information (Base: Seen/Read/Heard Area Information) February 2012 February 2013 Yes Why Chose the Area (Multiple Response) February 2012 February 2013 Beach Area Weather Business/Meeting/Conference Previous Experience Relaxing Recommendation Quiet/Peaceful/Laid Back Never Been Outdoor Recreation/Nature Restaurants Not Crowded Appealing Brochures/Websites Quality of Accommodations Internet Use February 2012 February 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) Book Reservations for Trip Online (Yes) Seen/Read/Heard Yes Plan to Return To Local Area Why Chose Area (Top Four) Beach Weather Bus/Conf/ Mtg Info. Influenced Prev. Exp Yes 5 Copyright PCD
10 Employment Data: * Copyright PCD
11 Monthly Direct Leisure and Hospitality Employment Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26, ,000 24, ,000 22,000 21,000 20,000 19,000 18,000 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 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25, ,500 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector ( ). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright PCD
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