April 2012 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 April 2012 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. May 29,
2 Naples, Marco Island, Everglades: April 2012 Summary Executive Summary: April This April, some 121,300 visitors stayed in Collier lodgings (+5.4), and visitor spending reached $158.2 million dollars (+1). Importantly, RDS estimates are inclusive of the County s condominium and vacation rental inventory. The industry s key performance statistics are as follows. April Occupancy ADR $217.1 $ RevPAR $165.2 $ Reflecting the cyclical nature of Collier tourism, our management index signals a decrease in three-month forwardlooking reservations. of Properties (April) Reporting Reservations: Up The Same Down This April, the Naples, Marco Island, Everglades area attracted visitors from the following feeder markets: April Visitation Visitor # Visitor # Florida 37,177 37, Southeast 6,791 5, Northeast 25,552 28, Midwest 21,409 23, Canada 3,683 4, Europe 14,848 16, Mkts. of Opp. 5,640 4, Total 115, , Opportunity Markets (Exploratory) AK CA WA OR NV 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 Research Data Services, Inc. - i - April 2012 Visitor Profile Copyright PCD
3 Naples, Marco Island, Everglades: April 2012 Summary 4. Fully 60.2 of April visitors fly to reach the destination (2011: 63.4). Southwest Florida International remains the primary airport of choice (2011: 68.8; 2012: 64.2). Traffic via the Tampa, Fort Lauderdale, and Orlando International airports also show significant usage growth. 5. Two of every five April visitors (42.5) are visiting the destination for the first time a significant increase over April 2011 (2011: 40.6). 6. The Internet has become a ubiquitous source of consumer information of Collier s visitors gather data for their trip on the Internet. 7. The overwhelming majority (93.2) of April patrons are satisfied with their stay and 92.8 are planning a return trip. 8. April visitors are on average 46.8 years of age; the typical travel party reports a median household income of $143,789. Research Data Services, Inc. - ii - April 2012 Visitor Profile Copyright PCD
4 April 2012 Visitor Profile Naples, Marco Island, Everglades Naples, Marco Island, Everglades: April 2012 Visitor Profile Research Data Services, Inc. - * - April 2012 Visitor Profile Copyright 2012 PCD
5 April 2012 Visitor Profile Naples, Marco Island, Everglades Visitor Annual Year to Date April Volume / 12 11/ 12 Visitors (#) 1,489, , , , , Room Nights 2,187, , , , , Direct Exp. ($) $865,184,700 $411,736,500 $466,612, $96,455,000 $106,100, $ April Economic Impact (in Millions) Visitor YTD # of Visitors April # of Visitors Origin 11/ 12 Rel 2011 Rel / 12 Florida 173, , , , Southeast 43,789 42, , , Northeast 176, , , , Midwest 126, , , , Canada 15,337 22, , , Europe 61,676 81, , , Markets of Opp. 29,440 30, , , Total 626, , , , Occupancy Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Occ Occ Occ Pts. ( 11/ 12) ADR 2010 $162.5 $229.9 $235.8 $205.1 $145.9 $129.5 $107.4 $94.8 $101.5 $114.4 $121.7 $161.4 ADR ADR ( 11/ 12) RevPAR 2010 $110.5 $187.6 $196.4 $155.5 $90.9 $74.9 $65.2 $41.4 $41.7 $67.3 $73.8 $95.1 RevPAR RevPAR ( 11/ 12) Research Data Services, Inc April 2012 Visitor Profile Copyright PCD April April Visitor Origins ,488 16,254 FL 5,640 37,845 SE 4,609 14,848 37,177 NE 3, MW 23,775 21,409 CAN 6,791 EUR 25,552 5,822 MO 28,506 Occupancy January February March April Room Rates $ January February March April
6 April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Transportation Mode (Multiple Response) Plane Rental Car Personal Car Airport Deplaned (Base: Flew) Southwest Florida International Miami International Fort Lauderdale International Orlando International/Sanford Tampa International Purpose of Trip (Multiple Response) Vacation/Weekend Getaway Group Travel N/A 22.6 Visit with Friends and Relatives First Visit to Collier County ( Yes) First Visit to Florida ( Yes) Length of Stay in Collier County (# of days) 4.7 days 4.9 days Party Size (# of People) 2.6 people 2.7 people Transportation Plane Rental Car Personal Car Airport Deplaned SW FL Miami Ft. Laud Orlando Tampa Length of Stay in Collier County (Days) Party Composition (Multiple Response) Couple Family Single Group of Friends Did Party Have Lodging Reservations for Stay ( Yes) Days Days In Collier Research Data Services, Inc April 2012 Visitor Profile Copyright PCD
7 April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Satisfaction with Collier County Very Satisfied Satisfied Satisfaction Level (Very Satisfied + Satisfied) Recommend Collier to Friends/Relatives Yes Satisfied/Recommend Activities Enjoyed in Area (Multiple Response) Satisfied Recommend Beach Dining Out Relaxing Activities Enjoyed in Area (Top Five) Pool Shopping Swimming Sightseeing Reading Sunning Visiting with Friends/Relatives Enjoying Nature/Bird Watching/Everglades Walking Golfing Beach Dining Out Relaxing Pool Shopping Research Data Services, Inc April 2012 Visitor Profile Copyright PCD
8 April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Expense Relative to Expectations More Expensive Less Expensive As Expected Plan to Return ( Yes) To Local Area Next Year (Base: Return to Local Area) Collier Base Budget Total $2, $2, Per Person/Trip Per Person/Day Plan to Return To Local Area Next Year See/Hear/Read Message Influenced by Message Avg. Party Budget Breakdown Accommodations $ $ Food/Entertainment Retail Average Age Head of Household (Years) Median Annual Household Income $140,282 $143,789 See/Read/Hear Collier Message ( Yes) Type of Message Seen (Multiple Response) Internet Television Newspaper Magazine Travel Guides/Visitor Guides/Brochures Influenced by Collier Message (Base: Respondents Reporting See/Read/Hear Message) Internet Use (2012) Use the Internet to Get Travel Information for This Trip ( Yes) 95.0 Book Reservations for Trip Online ( Yes) Yes Type of Message Seen (Top Five) Yes Web T.V. Newspaper Magazine TG/VG/ Brochure Research Data Services, Inc April 2012 Visitor Profile Copyright PCD
9 April 2012 Visitor Profile -- Naples, Marco Island, Everglades Employment Data: Research Data Services, Inc. - * - April 2012 Visitor Profile Copyright PCD
10 April 2012 Visitor Profile -- Naples, Marco Island, Everglades Collier Direct Leisure and Hospitality Employment * 26,000 25,000 Monthly Direct Leisure and Hospitality Employment 24,000 23,000 22,000 21, ,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,222 23,749 24,031 23,766 22,265 20,752 19,621 19,118 19,225 20,783 22,410 23, ,391 24,930 25,317 24,953 23,704 22,188 21,111 20,986 21, * Source: Florida Department of Economic Opportunity, Labor Market Information, Quarterly Census of Employment and Wages Program (QCEW), Collier County Leisure and Hospitality Sector Third Quarter Data Released March 28, Research Data Services, Inc April 2012 Visitor Profile Copyright PCD
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