St. Petersburg/Clearwater Area Convention and Visitors Bureau. September 2006 Visitor Profile

Transcription

1 RESEARCH DATA SERVICES, INC. 405 NORTH REO STREET SUITE 100 TAMPA, FLORIDA TEL (813) FAX (813) St. Petersburg/Clearwater Area Convention and Visitors Bureau September 2006 Visitor Profile Prepared for: Pinellas County Board of County Commissioners and St. Petersburg/Clearwater Area Convention and Visitors Bureau Prepared by: Walter J. Klages, Ph.D. President Research Data Services, Inc. November 8, 2006 TOLL-FREE (800) TAMPA BAY (813)

2 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau Year to Date (H/M/C/C & V F/R) September Annual 2005 * 2005 * 2006 * 05/06 05/06 H/M/C/C Visitors 2,657,948 2,150,703 2,145, , , V F/R Visitors 2,554,487 2,005,037 2,041, ,300 75, ,212,435 4,155,740 4,186, , , H/M/C/C Exp. $1,807,598,928 $1,468,928,628 $1,532,887, $96,786,685 $103,340, V F/R Exp. 1,278,280,849 1,009,650,449 1,045,600, ,792,300 37,874, $3,085,879,777 $2,478,579,077 $2,578,487, $133,578,985 $141,214, Room Nights (e)* 6,789,927 5,421,977 5,272, , , *Based on Industry REVPAR Year to Date (H/M/C/C & V F/R) September (H/M/C/C & V F/R) Visitor Annual Origin 2005 * Visitor # * Visitor # * Rel. Visitor # Rel. Visitor # Florida 493, , , , , Southeast 319, , , , , Northeast 1,266,594 1,023,300 1,017, , , Midwest 1,707,769 1,394,200 1,389, , , Canada 324, , , , , Europe 903, , , , , U.S. Opp. Mkts 174, , , , , Latin American 23,695 (08/05) 20,240 (08/06) 21, n/a n/a n/a n/a n/a 5,212,435 4,155,740 4,186, , , Please Note: Latin American Visitor numbers published seasonally only. September Visitors (in Thousands) # H/M/C/C V F/R September Expenditures (in Millions) $ H/M/C/C V F/R September Visitor Origin (in Thousands) # FL SE NE MW CAN EUR MO Occupancy: Winter Monthly Spr/Sum Monthly Industry (Weighted) Season May Jun. Jul. Aug. Season Sep. Occupancy Occupancy Points ADR 2006 $ $99.46 $88.91 $90.17 $87.02 $91.39 $78.47 ADR Percent September Occupancy September Room Rate Occupancy: By Size Point < 20 units $58.40 $ units units units Research Data Services, Inc Copyright All Rights Reserved. FCD T Industry Occupancy (by Month) May Jun. Jul. Aug. Sep.

3 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau Table of Contents Page I. Section A: September 2006 Visitor Profile Data... 2 II. Section B: Visitor Origin Tracking... 9 Top Feeder Markets (DMA s) III. Section C: Hospitality Barometer IV. Section D: Visitor Origins -- Actual Number of Visitors ( ) Research Data Services, Inc. * Copyright All Rights Reserved. FCD T

4 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau September 2005 September 2006 Length of Stay (Days) Away from Home In Florida In the St. Petersburg/Clearwater Area Party Size (# of People) Party Composition Couple (Traveling without Children) Family Single Transportation (Multiple Response) Plane Rental Car Personal Car Europe Airport Deplaned (Base: Flew) Tampa International Orlando International/Sanford Miami International Car Rental Location (Base: Rented a Car) Tampa Greater Orlando Area Miami days Length of Stay (days) Away/Home In Florida St. Pete/Clw Transportation Plane Rental Personal Car Airport Deplaned Tampa Orlando Miami Research Data Services, Inc. Page 2 Copyright 2006 All Rights Reserved FCD-T

5 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau Europe Purpose of Trip (Multiple Response) A. Profile Data Vacation Visit Friends/Relatives Purpose of Trip B. Occupancy Survey Data Business N/A N/A Conference/Business Meetings N/A N/A 4 2 Vacation Visit Family/Friends First Visit to St. Petersburg/Clearwater Area (Yes) Europe First Visit to ( Yes) St. Petersburg/Clearwater Area Florida Europe Considered St. Petersburg/ Clearwater Only New Market Share Gain From FL Considered Only ( Yes) St. Petersburg/Clearwater Only Research Data Services, Inc. Page 3 Copyright 2006 All Rights Reserved FCD-T

6 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau All Markets Europe Info Most Helpful To Visit (Multiple Response) Internet Previous Visit Recommendation Business Contacts N/A Print Media Travel Agent Assisted ( Yes) Travel Agent Assistance (Base: Assisted by Travel Agent) Fly/Drive Packages Hotel/Motel Reservations Airline Reservations Reservations Before Leaving Home None After Arrival N/A 1.8 Where Stay Night Before the St. Petersburg/Clearwater Area At Home In Florida (Not in St. Pete/Clearwater) On Road (Not in Florida) Where in Florida (Base: Respondents in Florida Night Prior to Arriving in the St. Petersburg/Clearwater Area) Orlando Visit Other Florida Areas This Trip (Overnight Trips Only -- Yes) Travel Agent Assistance Vacation Pkg Hotel/Motel Reserv. Reservations Airline Reserv. Before None After Where Stay Night Before St. Petersburg/Clearwater Area At Home In Florida On Road 3.0 Research Data Services, Inc. Page 4 Copyright 2006 All Rights Reserved FCD-T

7 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau All Markets Europe Attractions/Theme Parks Visited (Multiple Response) Disney World Sea World Universal Studios Busch Gardens MGM EPCOT Satisfaction with the St. Petersburg/Clearwater Area Satisfied (Combined) Europe Expense Relative to Expectations More Expensive Less Expensive As Expected Recommend the St. Petersburg/Clearwater Area to Friends/Relatives ( Yes) Attractions/Theme Parks Visited (Top Five) Disney Sea World Universal Busch MGM Expense Relative to Expectations More Less Same Plan to Return ( Yes) To Local Area Next Year (Base: Planning to Return) Plan to Return Median Age Head of Household (Years) Median Annual Household Income $86,890 $96,535 $78,045 $90, To Local Area Next Year Research Data Services, Inc. Page 5 Copyright 2006 All Rights Reserved FCD-T

8 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau Europe St. Petersburg/Clearwater Message Seen/Read/Heard ( Yes) Source of Information (Multiple Response) Internet Television Brochures/Visitor Guides/Travel Guides Newspapers Magazines Type of Message Seen Web TV TG/VG Newspaper Magazines Directly Influenced by Message (Base: Seen/Read/Heard Area Message) September 2005 September 2006 Visitor Party Budget Breakdown (By Category) Accommodations $ $ Food/Entertainment Retail Purchases Rental Car Seen/Read/Heard Message Influenced by Message Yes Yes St. Petersburg/Clearwater Area Base Budget $1, $1, Per Person/Trip Per Person/Day Occupation Professional/Technical Executive/Managerial Retired Salesman/Buyer Craft/Mechanical/Factory $ Budget Breakdown Accomm Food/Ent Retail Rental Research Data Services, Inc. Page 6 Copyright 2006 All Rights Reserved FCD-T

9 September 2006 Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau When Did Visitors Make the Decision to Come to the St. Petersburg/Clearwater Area vs. Make Reservations for This Trip Decide Reservations Time Elapsed Sept. 05 Sept. 06 Sept. 05 Sept. 06 Less than One Month Months Months or More Percent with No Reservations or Reservations Made Less than 7 Days in Advance of Arrival Decision to Come to Area vs. Reservations Decide to Come To Area 2005 Reservations < 1 month 1-2 months 3 months + September 2005 September 2006 Have Internet Access Use Internet to: (Base: Respondents who have Internet Access) Obtain Travel Information Book Travel Reservations On line Book Lodging Reservations: (Base: Respondents who Book Travel Reservations On-line) Computer Use Internet Access Obtain Travel Info Book Reserv Book Lodging Occupancy Rate Type of Establishment Motel/ Motel Resort Urban/ Motel Condo- Hotel Vacation Midtown Roadside miniums September 2005 Occupancy Rate Average Unit Rate $87.85 $57.06 $48.14 $48.54 $ September 2006 Occupancy Rate Average Unit Rate $95.84 $65.20 $47.76 $48.73 $ Research Data Services, Inc. Page 7 Copyright 2006 All Rights Reserved FCD-T

10 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau Influential Factors in Choosing the St. Petersburg/Clearwater Area Oct. 05 Nov. 05 Dec. 05 Jan. 06 Feb. 06 Mar. 06 Apr. 06 May 06 Jun. 06 July 06 Aug. 06 Sep. 06 Sep. 05 Influential Factors White, Sandy Beaches Complete Relaxation Sunning on the Beach Safe Destination Clean, Unspoiled Environment Reasonably Priced Lodging Good Value for the Money Warm Weather Upscale Accommodations Good Dining Out Influential Factors in Choosing the St. Petersburg/Clearwater Area -- September White, Sandy Relaxation Sunning Safe Unspoiled Research Data Services, Inc Copyright All Rights Reserved. FCD T

11 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau St. Petersburg/Clearwater Area Visitor Origins Percent Changes (By Same Month Last Year) Origin Mkts Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Florida Southeast Northeast Midwest Canada Europe Mkts of Opp TOTAL Percent Changes (By Same Month Last Year) Origin Mkts Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Florida Southeast Northeast Midwest Canada Europe Mkts of Opp TOTAL Percent Changes (By Same Month Last Year) Origin Mkts Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Florida Southeast Northeast Midwest Canada Europe Mkts of Opp TOTAL Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Percent Changes in Visitation (by Month) ( ) /05 05/06 Research Data Services, Inc Copyright All Rights Reserved. FCD T

12 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau TOP U.S. FEEDER MARKETS Rank September 2005 September Rank Rank 1. Tampa/St. Petersburg Tampa/St. Petersburg Chicago Greater Orlando Area New York Chicago Greater Orlando Area New York Indianapolis Philadelphia Philadelphia St. Louis Detroit Detroit Cleveland Boston Columbus, OH Cincinnati Cincinnati Indianapolis Research Data Services, Inc Copyright All Rights Reserved. FCD T

13 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau St. Petersburg/Clearwater Area Occupancy Barometer: Compared to 2005, OVER THE NEXT THREE MONTHS, properties report RESERVATIONS UP OR THE SAME for: Oct. 05 Nov. 05 Dec. 05 Jan. 06 Feb. 06 Mar. 06 Apr. 06 May 06 Jun. 06 July 06 Aug. 06 Sep. 06 Sep. 05 U.S. OOS Travelers Floridian Travelers Canadian Travelers European Travelers Reservations Reservations: September Sep. '05 Oct. '05 Nov. '05 Dec. '05 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep OOS Floridian Canadian European OOS Floridian Canadian European Research Data Services, Inc Copyright All Rights Reserved. FCD T

14 September 2006 Visitor Profile St. Petersburg/Clearwater Area Convention and Visitors Bureau 2. OVER THE NEXT THREE MONTHS (compared to the same period last year), industry managers EXPECT growth or stability for the following market segments: Oct. 05 Nov. 05 Dec. 05 Jan. 06 Feb. 06 Mar. 06 Apr. 06 May 06 Jun. 06 July 06 Aug. 06 Sep. 06 Sep. 05 Leisure Travelers Business Travelers Conferences/ Business Meetings * Travel & Tour Groups * * (Base: Properties where category is applicable.) 10 9 Expectations 10 Expectations: September Sep. '05 Oct. '05 Nov. '05 Dec. '05 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep Leisure Business Leisure Business Research Data Services, Inc Copyright All Rights Reserved. FCD T

15 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Florida Southeast Jan. 5,484 7,286 5,581 7,008 5,765 6,364 13,461 14,337 14,417 14,266 13,889 14,850 Feb. 10,695 13,737 12,999 13,013 12,699 10,889 10,389 12,244 11,226 12,696 11,696 12,868 Mar. 24,399 28,040 27,443 28,868 26,925 30,800 19,316 18,526 20,458 19,609 19,901 18,118 Apr. 50,052 57,965 56,050 55,082 54,344 56,707 31,376 34,350 37,124 38,558 40,131 35,548 Win. 90, , , ,971 99, ,760 74,542 79,457 83,225 85,129 85,617 81,384 May 35,312 39,785 37,344 38,673 38,161 42,778 24,108 23,069 25,587 26,283 26,089 25,746 Jun. 73,014 79,279 82,217 76,684 77,157 89,845 57,997 56,263 56,033 56,163 56,882 51,099 Jul. 92, , , , , ,977 53,818 56,801 58,519 56,616 47,865 49,574 Aug. 68,066 72,170 78,708 71,585 63,248 78,503 27,072 29,489 27,610 26,543 27,671 25,642 Sp./Sm. 268, , , , , , , , , , , ,061 Sept. 35,020 37,503 34,600 35,863 36,282 43,587 10,006 11,523 11,234 10,370 9,391 8,674 Oct. 23,644 24,931 24,548 26,496 22,008 27,307 26,712 27,798 27,649 26,338 Nov. 19,142 20,683 19,316 20,777 22,277 10,634 12,065 13,230 14,129 14,851 Dec. 36,129 34,280 35,635 29,237 31,734 22,233 22,139 22,991 22,125 24,411 Fall 113, , , , ,301 70,180 72,439 75,253 74,273 74, , , , , , , , , , ,115 Research Data Services, Inc Copyright All Rights Reserved. FCD - T

16 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Northeast Midwest ,292 67,925 63,480 69,579 79,406 78,493 89,742 92,368 90,453 97,611 94,868 99, , , , , , , , ,805 98, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,396 76,397 76,896 84,023 92,740 96, , , , , , , ,294 76,121 76,210 80,123 86,405 87,858 90, , , , , , ,482 87,646 89,630 89,374 99, ,852 93, , , , , , ,315 71,546 73,334 81,593 80,835 82,222 81, , , , , , , , , , , , , , , , , , ,657 37,136 41,065 48,529 41,049 42,472 39,033 53,299 58,664 67,177 58,980 56,984 57,032 70,931 74,081 78,700 82,562 74,684 94, , , , ,174 57,662 59,340 67,209 72,028 76,255 61,443 61,802 69,590 70,920 68,830 66,005 64,275 73,187 80,993 92, , , , , , , , , , , , , , , ,553 1,050,161 1,063,960 1,118,221 1,201,077 1,266,594 1,480,121 1,536,304 1,577,069 1,658,530 1,707,769 Research Data Services, Inc Copyright All Rights Reserved. FCD - T

17 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Canada Europe ,679 20,448 20,927 20,774 22,800 21,480 32,158 21,388 26,973 28,783 32,234 30,496 36,362 27,772 30,430 32,057 34,087 35,965 37,279 26,578 27,180 29,835 32,416 34,315 66,589 57,080 60,376 68,086 71,409 81,531 48,798 39,556 37,922 41,941 48,581 45,295 69,475 52,956 48,771 54,295 58,524 60, , , , , , , , , , , , , , , , , , ,449 19,014 17,385 11,756 13,141 14,408 13,863 58,741 50,150 56,016 61,577 66,197 65,355 10,874 10,230 7,331 8,640 9,574 11, ,601 86,440 96, , , ,060 24,090 19,281 21,280 22,983 20,593 22, ,148 92,757 96, , , ,003 16,243 14,356 12,363 13,271 13,440 14,201 87,402 72,170 77,884 82,846 83,408 76,530 70,221 61,252 52,730 58,035 58,015 61, , , , , , ,948 8,466 9,847 9,661 9,938 9,177 10,192 40,792 42,322 44,036 51,419 52,076 51,393 23,977 25,287 23,465 23,424 23,091 82,253 89,396 82,310 89,858 86,950 22,214 22,899 23,020 22,162 21,134 55,535 60,325 61,917 66,764 71,971 24,665 25,710 26,822 28,841 26,445 69,826 75,702 77,019 84,549 80,556 79,322 83,743 82,968 84,365 79, , , , , , , , , , , , , , , ,459 Research Data Services, Inc Copyright All Rights Reserved. FCD - T

18 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Markets of Opportunity Latin America ,467 11,282 10,696 12,264 13,103 14,320 n/a n/a n/a n/a n/a n/a 6,722 8,362 9,454 8,570 8,020 8,909 n/a n/a n/a n/a n/a n/a 9,150 13,018 12,474 11,438 9,365 10,871 n/a n/a n/a n/a n/a n/a 23,158 21,469 19,654 20,459 19,229 11,849 n/a n/a n/a n/a n/a n/a 50,497 54,131 52,278 52,731 49,717 45,949 13,010 9,800 6,500 3,745 4,190 5,000 15,959 14,711 13,831 15,394 14,797 14,259 n/a n/a n/a n/a n/a n/a 20,713 19,436 20,947 21,061 20,838 17,407 n/a n/a n/a n/a n/a n/a 15,889 18,239 17,024 17,377 18,923 19,279 n/a n/a n/a n/a n/a n/a 14,309 18,625 17,308 16,087 18,184 15,779 n/a n/a n/a n/a n/a n/a 66,870 71,011 69,110 69,919 72,742 66,724 31,321 23,490 24,414 19,326 16,050 16,200 7,697 8,590 9,436 8,426 7,043 6,939 n/a n/a n/a n/a n/a n/a 9,990 13,890 11,552 12,672 11,545 n/a n/a n/a n/a n/a 9,689 9,110 10,319 10,250 10,282 n/a n/a n/a n/a n/a 15,633 19,283 19,542 19,359 22,784 n/a n/a n/a n/a n/a 43,009 50,873 50,849 50,707 51,654 5,832 7,243 5,240 4,570 3, , , , , ,113 50,163 40,533 36,154 27,641 23,695 Research Data Services, Inc Copyright All Rights Reserved. FCD - T

19 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall TOTAL 2001 * 2002 * 2003 * 2004 * 2005 * 2006 * 249, , , , , , , , , , , , , , , , , , , , , , , ,380 1,823,211 1,759,791 1,761,358 1,902,999 2,021,817 2,050, , , , , , , , , , , , , , , , , , , , , , , , ,485 1,787,979 1,778,418 1,837,942 1,897,541 1,920,498 1,919, , , , , , , , , , , , , , , , , , , , , ,850 1,114,971 1,176,223 1,238,698 1,276,740 1,270,120 4,726,161 4,714,432 4,837,998 5,077,280 5,212,435 Research Data Services, Inc Copyright All Rights Reserved. FCD - T