March 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 March 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. April 30,

2 Naples, Marco Island, Everglades: March 2012 Summary Executive Summary: March This March, a record 213,200 visitors stayed in Collier lodging accommodations (+5.0). Visitor spending reached $156.1 million dollars (+12.0). These metrics are mirrored in the industry s statistics as follows. Importantly, RDS s estimates are inclusive of the County s condominium and vacation rental inventory. Statistics Occupancy ADR $240.6 $ RevPAR $214.4 $ RDS s management index, however, shows a moderate decrease in the proportion of properties reporting higher levels of three-month forward-looking reservations: of Properties Reporting Reservations: Up The Same Down The Naples, Marco Island, Everglades area attracted significantly more visitors from the Midwest and its International feeder markets this March. Specifically: March Visitation Visitor # Visitor # Florida 53,186 51, Southeast 16,037 14, Northeast 58,261 58, Midwest 44,457 47, Canada 3,654 5, Europe 16,646 24, Mkts. of Opp. 10,759 10, Total 203, , Opportunity Markets (Exploratory) Research Data Services, Inc. - i - March 2012 Visitor Profile Copyright PCD 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

3 Naples, Marco Island, Everglades: March 2012 Summary 4. Better than two-thirds (68.1) of March visitors flew to reach the destination (2011: 66.0). Although Southwest Florida International remains the primary airport of choice (2011: 73.5; 2012: 67.4), this March, Collier saw increased traffic via the Miami, Fort Lauderdale, and Orlando International airports. 5. One of every three March visitors (34.2) has not previously visited the destination an increase over March 2011 (2011: 31.3). 6. Fully 94.9 of Collier s visitors use the Internet to gather information for their trip. Specific web resources mentioned include: Accommodation websites (45.0), Airline websites (37.3), TripAdvisor (31.3), Destination websites (28.6), Expedia (16.7), Orbitz (11.8), Travelocity (1). Facebook, Twitter, and YouTube are increasingly mentioned by visitors, with some 15.8 volunteering these social media sites as sources of information for their trip. 7. The overwhelming majority (96.8) of March patrons are satisfied with their stay and fully 90.8 are planning a return trip. 8. March visitors average 51.9 years of age and the typical travel party commands a median household income of $148,363. Research Data Services, Inc. - ii - March 2012 Visitor Profile Copyright PCD

4 March 2012 Visitor Profile Naples, Marco Island, Everglades Naples, Marco Island, Everglades: March 2012 Visitor Profile Research Data Services, Inc. - * - March 2012 Visitor Profile Copyright 2012 PCD

5 March 2012 Visitor Profile Naples, Marco Island, Everglades Visitor Annual Year to Date March Volume / 12 11/ 12 Visitors (#) 1,489, , , , , Room Nights 2,187, , , , , Direct Exp. ($) $865,184,700 $315,281,500 $360,512, $139,385,900 $156,064, Visitor YTD # of Visitors March # of Visitors Origin 11/ 12 Rel 2011 Rel / 12 Florida 136, , , , Southeast 36,998 36, , , Northeast 151, , , , Midwest 104, , , , Canada 11,654 17, , , Europe 46,828 65, , , Markets of Opp. 23,800 26, , , Total 511, , , , 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 March 2012 Visitor Profile Copyright PCD March Economic Impact (in Millions) $ March March Visitor Origins ,873 24,518 51,807 FL 10,759 5,117 16,646 SE 53,186 3,654 NE 2011 MW 44,457 47,757 16,037 14,498 CAN EUR 58,261 MO 58,630 Occupancy January February March Room Rates $ January February March

6 March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 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 29.6 Visit with Friends and Relatives First Visit to Collier County ( Yes) First Visit to Florida ( Yes) Length of Stay in Collier County (# of days) 4.2 days 4.4 days Party Size (# of People) 2.5 people 2.6 people Transportation Plane Rental Car Personal Car Airport Deplaned SW FL Miami Ft. Laud Orlando Tampa Party Composition (Multiple Response) Couple Family Single Group of Friends Did Party Have Lodging Reservations for Stay ( Yes) Satisfaction with Collier County Very Satisfied Satisfied Satisfaction Level (Very Satisfied + Satisfied) Days Length of Stay in Collier County (Days) Days In Collier Research Data Services, Inc March 2012 Visitor Profile Copyright PCD

7 March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 2012 Recommend Collier to Friends/Relatives Yes Activities Enjoyed in Area (Multiple Response) Dining Out Beach Relaxing Pool Shopping Swimming Sightseeing Reading Sunning Visiting with Friends/Relatives Walking Enjoying Nature/Bird Watching/Everglades Sunsets Shelling N/A 15.0 Golfing Art Galleries/Shows/Fairs N/A 14.3 Canoeing/Kayaking N/A 11.7 Bars/Nightlife Performing Arts N/A 9.2 Why Chose the Area (2012) (Multiple Response) Beach 57.5 Weather 45.7 Previous Experience 43.3 Recommendation 36.7 Quiet/Peaceful/Laid Back 29.6 Relaxing 29.3 Business/Meeting/Conference 29.0 Outdoor Recreation/Nature 26.0 Quality of Accommodations 22.9 Never Been/Wanted to Try Something New 2 Not Crowded 19.3 Restaurants 19.1 Appealing Brochures/Websites 17.1 Satisfied/Recommend Satisfied Recommend Activities Enjoyed in Area (Top Five) 75.8 Dining Out Beach Relaxing Pool Shopping Research Data Services, Inc March 2012 Visitor Profile Copyright PCD

8 March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 2012 Expense Relative to Expectations More Expensive Less Expensive N/A 0.8 As Expected Don t Know Plan to Return Plan to Return ( Yes) To Local Area Next Year (Base: Return to Local Area) Collier Base Budget Total $1, $1, Per Person/Trip Per Person/Day Avg. Party Budget Breakdown Accommodations $ $ Food/Entertainment Retail Average Age Head of Household (Years) Median Annual Household Income $146,604 $148,363 To Local Area See/Hear/Read Message Next Year Influenced by Message See/Read/Hear Collier Message ( Yes) Yes Yes Type of Message Seen (Multiple Response) Internet Television Magazine Travel Guides/Visitor Guides/Brochures Newspaper 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) 94.9 Book Reservations for Trip Online ( Yes) Type of Message Seen (Top Five) Web T.V. Magazine TG/VG/ Brochure Newspaper Research Data Services, Inc March 2012 Visitor Profile Copyright PCD

9 March 2012 Visitor Profile -- Naples, Marco Island, Everglades Employment Data: Research Data Services, Inc. - * - March 2012 Visitor Profile Copyright PCD

10 Monthly Direct Leisure and Hospitality Employment March 2012 Visitor Profile -- Naples, Marco Island, Everglades Collier Direct Leisure and Hospitality Employment * 26,000 25,000 24,000 23, , ,000 20,000 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 March 2012 Visitor Profile Copyright PCD

April 2012 Visitor Profile

April 2012 Visitor Profile RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Naples, Marco Island, Everglades Convention and Visitors Bureau April