May Following is a guide to charts and graphs for this report:

Transcription

1 May 212 Strategic tourism marketing and policy decisions depend on accurate, consistent tracking of business indicators such as lodging statistics, attraction and welcome center visitation, transportation statistics and more. The intent of the North Carolina Travel Tracker is to provide up-to-date and relevant tourism indicators for both the state and individual regions within the state. With data from the Travel Tracker, program areas and industry partners can strategically plan, implement and evaluate processes and programs. The following report analyzes a variety of tourism indicators by 1) State, 2) the three geographic marketing regions (coastal, piedmont and mountain), and for some indicators 3) the seven economic development regions. As well as providing a review of the current state of business, the report provides a year-to-date analysis and comparisons to previous years where applicable. With regards to the lodging data found in this report; while virtually every chain in the United States provides Smith Travel Research (STR) with data on almost all of their properties, there are still some hotels that don't submit data. However, every year STR examines listings and directories for information on hotels that don't provide data. STR calls each hotel in the database every year to obtain "published" rates for multiple categories. Based on this information all hotels are grouped - those that report data and those that don't - into groupings based off of price level and geographic proximity. They then estimate the non-respondents based on nearby hotels with similar price levels. Following is a guide to charts and graphs for this report: Section 1 - Statewide Tourism Indicator Analysis for May 212 Chart 1 Hotel/Motel Occupancy in North Carolina May Chart 2 Hotel/Motel Average Daily Room Rate in North Carolina May Chart 3 Hotel/Motel Revenue per Available Room in North Carolina May Chart 4 Hotel/Motel Room Demand in North Carolina May Chart 5 North Carolina Lodging Statistics Monthly Chart 6 Statewide Visitation to Attractions May Chart 7 Statewide Visitation to Attractions Monthly History Chart 8 State Welcome Center and Local Visitor Center Attendance May Chart 9 Statewide National and State Park Visitation May Chart 1 Statewide Visitation to State Parks Monthly History Chart 11 Statewide Visitation to National Parks Monthly History Chart 12 Statewide State Historic Site Visitation May Chart 13 Statewide Visitation to State Historic Sites Monthly History Chart 14 Statewide Airport Arrivals and Departures May Chart 15 Lower Atlantic Average Monthly Retail Gas Prices for Unleaded May Chart 16 North Carolina Average Temperature and Precipitation May Section 2 Geographic Marketing Region Tourism Indicator Analysis for May 212 Chart 17 Hotel/Motel Statistics by Geographic Region May 212 Chart 18 Hotel/Motel Room Demand by Geographic Region May 212 Chart 19 Visitation to Attractions, Parks and Historic Sites by Geographic Region May 212 Chart 2 State Welcome Center & Local Visitor Center Attendance by Geographic Region May 212 Chart 21 Airport Arrivals and Departures by Geographic Region May 212 Section 3 Economic Development Region Tourism Indicator Analysis for May 212 Chart 22 Hotel/Motel Statistics by Economic Development Region May 212 Chart 23 Hotel/Motel Room Demand by Economic Development Region May 212 Section 4 National Travel Price Index Chart 24 - National Travel Price Index May 26 May 212

2 Occupancy Section 1: Statewide Tourism Indicator Analysis for May 212 Chart 1 Hotel/Motel Occupancy in North Carolina - May Hotel/Motel Occupancy in North Carolina May % +.8% -6.1% % +8.7% +4.% +3.3% Source: Smith Travel Research +.2% 7 year Chart 1 provides a comparison over a seven year period to show the trend of occupancy in the state for the month of May. Occupancy for May 212 was up over three percent from May 211. Occupancy at the national level increased by 3.6 percent in May 212 from the previous year. 2

3 Average Daily Rate Chart 2 Hotel/Motel Average Daily Room Rate in North Carolina - May Hotel/Motel Average Daily Room Rate in North Carolina May $9. $79.23 $84.3 $88.2 $83.4 $81.94 $83.49 $86.9 $8. $7. $6. $5. $4. $3. $2. $ % +6.1% +5.% -5.9% -1.3% +1.9% +4.1% $ Source: Smith Travel Research +18.4% 7 year Chart 2 provides a comparison over a seven year period to show the trend of average daily room rate (ADR) in the state for the month of May. ADR increased over four percent in May, and is up over eighteen percent over the last seven years. ADR at the national level was up 3.9% in May 212 from the previous May. 3

4 Revenue per Available Room Chart 3 Hotel/Motel Revenue per Available Room in North Carolina - May Hotel/Motel Revenue per Available Room in North Carolina May $6. $5.41 $53.82 $53.7 $49.8 $52.76 $5. $43.2 $46.26 $4. $3. $ % +6.8% -1.4% -18.6% +7.1% +6.1% +7.5% $1. $ year +18.6% Source: Smith Travel Research In Chart 3 an analysis of Revenue per Available Room (RevPAR) is provided. RevPAR is an industry term that describes the revenue that a hotel earns on the basis of just the rooms available for a given night. In other words, rooms not available either due to renovation or other reasons are not included in this equation. Mathematically, RevPAR can be determined dividing total room revenue by rooms available (occupancy times average room rate will closely approximate RevPAR). As with previous charts, Chart 3 shows a comparison over a seven year period to show the trend of RevPAR in the state for the month of May. RevPAR was up over seven percent in May 212, continuing the positive growth that began in the spring of 21. RevPAR at the national level was up 7.7% in May 211 from the previous May. 4

5 Room Demand Chart 4 Hotel/Motel Room Demand in North Carolina May ,75, 2,5, 2,25, 2,, 1,75, 1,5, 1,25, 1,, 75, 5, 25, Hotel/Motel Room Demand in North Carolina May ,65,64 2,673,439 2,546,561 2,517,364 2,636,699 2,736,31 2,259, % +.9% -4.7% -11.3% +11.4% +4.7% +3.8% % 7 year Source: Smith Travel Research Chart 4 depicts hotel/motel demand for the month of May 212 with comparisons to the previous six years. Demand is the number of rooms sold excluding complimentary rooms. Room demand for May was at a record high this year with over 2.7 million rooms, up nearly four percent from May 211. Room demand at the national level saw an increase of 4.% change in May 211 from the previous May. 5

6 Chart 5 North Carolina Lodging Statistics Monthly North Carolina Lodging Statistics Monthly Hotel/Motel Occupancy Revenue per Available Room Source: Smith Travel Research Average Daily Room Rate Demand Chart 5 provides a monthly percent change for the four major lodging indicators. The chart allows for a three year trend-line analysis that clearly depicts that the major indicators have shown a steady positive change since early 21 and still remain in the positive range. 6

7 Vistitors Chart 6 Statewide Visitation to Attractions May Statewide Visitation to Attractions May , 67,67 66, 64, 627, ,74 618, ,7 62, 63,28 6, 58, 568,216 56, 54, 52, +1.5% +1.3% -2.8% +2.6% -5.% +11.1% 5, % 7 year * reflects changes for those attractions, parks and centers reporting for all 7 years. Chart 6 provides a status of the attractions industry in North Carolina for the month of May for the last seven years. The numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis, particularly when tracking percent change. Attractions for which older estimates have not been obtained are not included in percent change calculations to accurately allow for trend analysis. May attraction attendance was up over eleven percent from 211, and topped 28 levels. May attraction attendance has increased nearly eighteen percent since 26. 7

8 Visitors Chart 7 Statewide Visitation to Attractions Monthly History ,, Statewide Visitation to Attractions Monthly History , 8, 7, 6, 5, 4, 3, 2, 1, Chart 7 shows a monthly trend of attraction visitation for each of the last seven years. This chart allows for a view of the ebb and flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. Not surprisingly, the winter months see lower visitation numbers at statewide attractions. However, it is helpful to view how visitation is allocated by month for strategic planning purposes. Again, the numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. 8

9 +1.2% -2.4% -.5% +1.% -4.7% -3.7% -2.8% +4.6% -3.1% 25, , , , , , ,1 Clients 589,414 82,84 729,383 69, , , ,756 Chart 8 State Welcome Center and Local Visitor Center Attendance - May State Welcome Center and Local Visitor Center Attendance May , 8, 7, 6, 5, 4, 3, 2, 1, Welcome Centers Visitor Centers -11.9% 7 year Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier o 2.7 persons per vehicle. Visitor center method of counting varies by center, but percent change is a consistent measurement. **Aycock Brown Visitor Center not included in comparisons due to malfunctioning counter. Chart 8 provides May visitation statistics for State Welcome Centers, as well as Local Visitor Centers throughout North Carolina. It should be noted that while there is a percent change indicated for welcome centers for and 28-29, 28 was the first year a percent change could accurately be provided. The NCDOT spent several years changing the counting mechanism at the state welcome centers making comparisons between years inaccurate from the time the DOT began installation until December 28. Therefore, previous years percent changes are not included in this particular chart. May welcome center visitation was up nearly five percent, while local visitor center visitation was down about three percent. 9

10 +9.6% +5.3% -1.9% -6.8% +19.5% +1.1% -12.5% -5.% +13.5% -1.7% -1.8% +7.1% Visitors 1,355,317 1,485,694 1,456,786 1,523,84 1,695,694 1,786,236 1,664,317 1,741,31 1,682,174 1,597,925 1,729,432 1,57,238 1,698,468 1,681,43 Chart 9 Statewide National and State Park Visitation - May Statewide National and State Park Visitation May ,8, 1,6, 1,4, 1,2, 1,, 8, 6, 4, 2, State Parks National Parks +25.3% -.8% 7 year Chart 9 depicts visitation to state and national parks in North Carolina for the last seven years months of May. While national park attendance was up seven percent from last May, state park attendance was down slightly from May 211 (-1.8%). However, state park attendance is up over twenty-five percent from 26. 1

11 Visitors Visitors Chart 1 Statewide Visitation to State Parks Monthly History ,5, 2,25, 2,, 1,75, 1,5, 1,25, 1,, 75, 5, 25, Statewide Visitation to State Parks Monthly History Similar to Chart 7, Charts 1 and 11 provide a monthly trend of state and national park visitation for each of the last seven years. These charts help monitor the flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. It is important to note that there are many extraneous variables that can affect visitation at attractions, and particularly at outdoor attractions. Weather, temperature and holidays are variables that should be noted when viewing unusual highs or lows in attendance. Chart 11 Statewide Visitation to National Parks Monthly History ,6, 2,4, 2,2, 2,, 1,8, 1,6, 1,4, 1,2, 1,, 8, 6, 4, 2, Statewide Visitation to National Parks Monthly History

12 Visitors +13.8% -2.7% -13.% Visitors Chart 12 Statewide Historic Sites Visitation - May State Historic Sites Attendance May ,35 116,113 12, 115, 11, 15, 14,867 11,56 1, 95, 9, % 4 year Chart 12 depicts visitation to State Historic Sites in North Carolina for the last four years of May. As this report has just begun tracking historic site visitation, more data is needed to determine if the decease is indicative of a trend. Chart 13 Statewide Visitation to State Historic Sites History , 18, 16, 14, 12, 1, 8, 6, 4, 2, Statewide Visitation to Historic Sites Monthly History

13 +.2% +1.% % +11.4% +2.4% +2.3% -4.% -4.% +7.% +7.4% +6.% +6.2% +1.4% +.9% Passengers 1,92,983 1,9,536 2,129,75 2,116,377 2,18,993 2,165,259 2,93,299 2,78,865 2,239,561 2,232,46 2,374,488 2,369,89 2,46,646 2,391,268 Chart 14 Statewide Airport Arrivals and Departures - May Statewide Airport Arrivals and Departures May ,, 1,5, 1,, 5, - Departures % 7 year Arrivals +25.8% Airports: Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Asheville Regional, Fayetteville, and Wilmington International. Chart 14 shows May airport arrivals and departures for each of the previous seven years. Departures and arrivals were both up from May 211 to 212 and there has been a substantial seven-year increase in both for the month of May. 13

14 Dollars Chart 15 Lower Atlantic Average Monthly Retail Gas Prices for Unleaded May Lower Atlantic Average Monthly Retail Gas Prices for Unleaded May 212 $3.74 $4. $3.82 $3.57 $3.5 $3. $2.5 $2.83 $3.2 $2.21 $2.79 $2. $1.5 $ % +23.8% -4.9% +26.2% +36.9% -6.5% $.5 $ Axis +26.1% Title Source: Energy Information Administration: 7 year Chart 15 provides the average price per gallon of unleaded gasoline for May 212 and the same month from the six previous years. The data provided above, when compared with other indicators such as attraction attendance and visitor spending data, can be very helpful in the analysis of general travel trends. Fuel prices in May 212 were below last year s record high for May, but still up over twenty-six percent over the last seven years. 14

15 Degrees and Inches Chart 16 North Carolina Average Temperature and Precipitation May North Carolina Average Temperature and Precipitation Data Temperature 28 Temperature 29 Temperature 21 Temperature 211 Temperature 212 Precipitation 28 Precipitation 29 Precipitation 21 Precipitation 211 Precipitation 212 State Climate Offic of North Carolina: NC CRONOS Database: Chart 16 provides 48 months of air temperature and precipitation. This data, when analyzed together with gas price data and other tourism indicators, can be valuable in determining possible reasons for significant increases and/or decreases in indicators. For instance, greater than normal precipitation during a particular month can often help explain decreases in attendance at outdoor attractions. The average temperature for May was fairly typical, though the precipitation was higher than usual for the month. 15

16 Occupancy Rate and Dollars Section 2 Geographic Marketing Region (Coastal/Piedmont/Mountain) Tourism Indicator Analysis for May 212 Chart 17 Hotel/Motel Statistics by Geographic Region - May 212 Hotel/Motel Statistics by Geographic Region May $85.5 $85.64 $ $5.25 $53.85 $ % +1.4% +2.7% +3.% +4.6% +7.8% +9.3% +5.% +14.7%. Coast Piedmont Mountains Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Source: Smith Travel Research Chart 17 provides a one year comparison in lodging statistics for the three geographic marketing regions of North Carolina in May. Major indicators in all three regions showed positive data in May as compared to 211, particularly the Mountain Region. 16

17 Room Demand Chart 18 Hotel/Motel Room Demand by Geographic Region - May 212 1,8, 1,6, Hotel/Motel Room Demand by Geographic Region May 212 1,677,266 1,4, 1,2, 1,, 683,51 8, 6, 4, 2, 375, % +4.1% +8.8% Coast Piedmont Mountains Source: Smith Travel Research Chart 18 provides hotel/motel demand by geographic region for May 212. Demand differs from occupancy in that it is the total number of rooms sold, not accounting for differences in room supply. All three geographic regions had positive increases in demand from May 211 to May

18 29,928 62,857 33,815 4,384 2, ,756 Visitors 238, ,695 34,29 548, ,814 1,311,212 Chart 19 Visitation to Attractions, Parks and Historic Sites by Geographic Region May 212 Visitation to Attractions, Parks and Historic Sites by Geographic Region - May 212 5, 4, 3, 2, 1, +14.6% -15.3% -7.% +12.9% +15.6% +2.9% +11.6% -17.1% +1.2% -3.5% -18.3% -16.2% Coast Piedmont Mountains Attractions State Parks National Parks Historic Sites * reflects changes for those attractions, parks and sites reporting from year to year. Chart 19 provides a look at the attractions industry in North Carolina in May 212 by geographic region. As with the statewide numbers, the following data represents only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. May attendance growth for attractions and parks varied by region. While attraction attendance was up in all three regions, it was most prominent in the Coastal and Piedmont regions. National park attendance increased over ten percent in the Mountain regions, was fairly flat in the Piedmont Region, but down in the Coastal Region. While state park attendance increased in the Piedmont Region, it decreased in the mountains and coast. 18

19 Clients Chart 2 State Welcome Center and Local Visitor Center Attendance by Geographic Region May 212 State Welcome Center and Local Visitor Center Attendance by Geographic Region - May , 235, ,77 2, 178,36 17,471 15, 1, 5, 33,8-4.6% -2.9% -5.8% 9, % +.6% +.1% Coast Piedmont Mountains Welcome Centers Visitor Centers Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier of 2.7 persons per vehicle. Visitor center method of counting varies by center, but percent change is a consistent measurement. Chart 2 shows welcome center and visitor center attendance by geographic region and offers comparisons from May 211. Welcome center and visitor center visitation was flat in the Mountain Regions in May, while Coastal and Piedmont region visitation decreased from last May. 19

20 Passengers Chart 21 Airport Arrivals and Departures by Geographic Region May 212 Airport Arrivals and Departures by Geographic Region May 212 2,5, 2,33,578 2,289,58 2,, 1,5, 1,, 5, 74,797 74, % -15.8% +2.1% +1.7% 28,271 Coast Piedmont Mountains 27, % -1.2% Departures Arrivals Airports: Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Asheville Regional, Fayetteville, and Wilmington International. Chart 21 provides a breakdown of air travel statistics by geographic region. While the majority of air traffic is through the Piedmont Region, it is helpful to maintain a trend of other regional airport usage. The Coastal and Piedmont regions showed decreases in arrivals and departures from May 211 to 212. The discontinuation of seasonal service is one explanation for the decreases in 212. For instance in Asheville, seasonal service to Dallas, Ft. Walton Beach and Tampa were discontinued from 211 to

21 -2.7% +.1% -2.6% +2.2% +.4% +2.7% +.9% +3.9% +4.8% +1.7% +4.% +5.8% +7.9% +4.2% +12.4% +1.9% +5.7% +7.7% +9.3% +5.% +14.7% Occupancy Rate and Dollars $43.7 $ $ $ $ $ $52.59 $76.32 $92.6 $86.77 $88.99 $78.74 $89.18 $91.8 Section 3: Economic Development Region Tourism Indicator Analysis May 212 The seven economic regions include: 1 Northeast (Bertie, Camden, Chowan, Currituck, Gates, Halifax, Hertford, Northampton, Pasquotank, Perquimans, Beaufort, Dare, Hyde, Martin, Tyrrell, Washington). 2 Eastern (Carteret, Craven, Jones, Onslow, Pamlico, Duplin, Edgecombe, Green, Lenoir, Nash, Pitt, Wayne, Wilson). 3 Southeast (Brunswick, Columbus, New Hanover, Pender, Bladen, Cumberland, Hoke, Richmond, Robeson, Sampson, Scotland). 4 Triangle (Franklin, Harnett, Johnston, Vance, Wake, Warren, Chatham, Durham, Granville, Lee, Moore, Orange, Person). 5 Triad (Alamance, Caswell, Guilford, Montgomery, Randolph, Rockingham, Davidson, Davie, Forsyth, Stokes, Surry, Yadkin). 6 Carolinas (Alexander, Catawba, Cleveland, Iredell, Rowan, Anson, Cabarrus, Gaston, Lincoln, Mecklenburg, Stanly, Union). 7 Western (Alleghany, Ashe, Avery, Buncombe, Burke, Caldwell, Clay, Graham, Haywood, Henderson, Jackson, Macon, Madison, McDowell, Mitchell, Polk, Rutherford, Swain, Transylvania, Watauga, Wilkes, Yancey). Chart 22 Hotel/Motel Statistics by Economic Development Region - May Hotel/Motel Statistics by Economic Development Region May Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Source: Smith Travel Research Chart 22 provides lodging indicators for May 212 by economic development region. Also shown are percent changes from May 211. This graph allows individual regions within the state to track indicators specific to their general destinations, while still being able to compare their data to the state data shown in Section 1. 21

22 Room Demand Chart 23 Hotel/Motel Room Demand by Economic Development Region - May 212 Hotel/Motel Room Demand by Economic Development Region May 212 8, 711,319 7, 619,71 6, 5, 4, 329, , ,264 3, 235,646 2, 1, 118,66-2.6% +.5% +1.6% +3.1% +8.6% +2.9% +8.8% Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western Source: Smith Travel Research Chart 23 depicts hotel/motel demand for the month of May 212 by economic development region. Demand is the number of rooms sold excluding complimentary rooms. Six of the seven regions experienced increased demand from May 211 to 212, particularly the Western and Triad regions. 22

23 Travel Price Index Section 4: National Travel Price Index The Travel Price Index (TPI) measures the seasonally unadjusted inflation rate of the cost of travel away from home in the United States. The TPI is based on U.S. Department of Labor price data collected for the monthly Consumer Price Index (CPI). The TPO is released monthly and is directly comparable to the CPI. Variables included in calculating the TPI: Recreation Services Food and Beverage Alcohol Away From Home Food Away from Home Other Lodging (Include Hotel/Motel) Transportation Airline Fares Intra-city Public Transportation Motor Fuel Other Intercity Transportation Chart 24 National Travel Price Index December 26 May National Travel Price Index December 26 - May Index 211 Index 21 Index 29 Index 28 Index 27 Index Source: U.S Travel Association and U.S. Department of Labor. Chart 24 provides a five year trend of the National Travel Price Index (TPI). Steady growth was experienced through mid-28; however in November 28, it is clear that as the TPI fell below 27 levels, the tourism industry began feeling the full effect of the recession. For most of 29, the TPI remained slightly at or below the 27 level. In December 21, the TPI finally inched above the each of the previous Decembers from 27, and continued that year-over-year growth into June 211. Growth slowed during the summer months to be just barely above the TPI of July 28, but has since moved to above all previous six years. 212 continued the growth trend in travel prices with May remaining above all previous years prices. *Hotel/Motel statistics are from Smith Travel Research, Inc.; all other figures are from the Division of Tourism. North Carolina Division of Tourism, Film and Sports Development 31 N. Wilmington Street 4324 Mail Service Center Raleigh, North Carolina Tel: (919) Fax: (919)