April 2011 Visitor Profile
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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Visit St. Petersburg/Clearwater April 2011 Visitor Profile Prepared for: Pinellas County Tourist Development Council and Visit St. Petersburg/Clearwater Prepared by: Research Data Services, Inc. June 8,
2 St. Petersburg/Clearwater Area Visitor Profile: April 2011 Visitor Metrics: Executive Summary: April 2011 (Survey Sample: n = 461) 1. The Winter of 2011 was a season marked by impressive growth across all sectors of the County s tourism industry. Economic impact reached $2,792,259,447 (+4.0). Occupancy grew by +3.1, while average daily rate reached $ (+3.7). The industry s leading activity indicator, i.e., the three-month forward-looking reservation gauge, suggests ongoing expansion of Pinellas tourism economy. Specifically: of Property Managers Reporting Reservations: Up The Same Down The destination s regional market penetrations are as follows: Visitor Segments (H/M/C and V F/R) 2010 Visitor # April 2011 Visitor # Change Florida 73,066 84, Southeast 30,974 30, Northeast 225, , Midwest 271, , Canada 63,536 66, Europe 114, , Markets of Opportunity 15,090 14, , , April Visitor Origins (Relative Percent) Southeast Florida Northeast Midwest Canada Europe Mkts. of Opp. i Research Data Services, Inc. Copyright All Rights Reserved. PCD
3 St. Petersburg/Clearwater Area Visitor Profile: April This April s typical traveler is younger (2010: 47.5 years of age; 2011: 46.9 years of age) and commands a median household income of $123,478. Professional or managerial positions are held by 64.5 of visitors. 4. The industry s primary feeder markets are (in rank order): Rank April Rank 1. New York Tampa/St. Petersburg Chicago Boston Greater Orlando Area Philadelphia Detroit Indianapolis Milwaukee Cincinnati Buffalo Brand Images: 5. Visitors brand images focus on the following attributes when describing the St. Petersburg/Clearwater area (in rank order): White, Sandy Beaches Warm Weather Relaxation Safety Dining Opportunities Unspoiled Environment Reasonably Priced Lodgings Value for the Money Family Atmosphere Clear, Blue Water Resort Atmosphere Sunning on the Beach ii Research Data Services, Inc. Copyright All Rights Reserved. PCD
4 St. Petersburg/Clearwater Area Visitor Profile: April 2011 Transportation: 6. This April, nearly three quarters of the St. Petersburg/Clearwater area s visitors (73.8) flew to reach the destination. Tampa International Airport remains the primary airport of deplanement (2010: 73.4; 2011: 74.9). Satisfaction: 7. Close to a census of the respondents (94.2) rate their St. Petersburg/Clearwater experience as satisfying, with 92.4 returning to the destination in the future. Repeat Visitation: 8. Although 65.9 of April visitors have previously stayed in the St. Petersburg/Clearwater area, 33.2 of these considered other destinations for their trip. Reminding repeat visitors about destination assets is crucial to maintaining our share of this market. Information: 9. The vast majority of April visitors (94.0) use the Internet to gather information for their current stay. URL s most frequently accessed by St. Petersburg/Clearwater travelers include accommodation websites (57.0), airline websites (36.2), and (28.5). Seeking to confirm choices through other visitors trip experiences, 18.0 consult traveler reviews such as TripAdvisor and/or social networking sites. Visitors also relate use of sites such as Expedia, Travelocity, Priceline, Hotels.com, and Orbitz. iii Research Data Services, Inc. Copyright All Rights Reserved. PCD
5 Table of Contents I. Section A: April 2011 Visitor Dashboard... 1 April 2011 Visitor Profile Data... 2 Page II. Section B: Visitor Origin Tracking... 9 Top Feeder Markets (DMA s) III. Section C: Visitor Origins -- Actual Number of Visitors ( ) Research Data Services, Inc. Copyright All Rights Reserved. PCD
6 Year to Date (H/M/C/C & V F/R) April Annual 2010 * 2010 * 2011 * 10/ 11 10/ 11 H/M/C/C Visitors 2,545, , , , , V F/R Visitors 2,495,300 1,061,300 1,067, , , ,041,200 1,954,200 1,995, , , H/M/C/C Exp. $1,880,809,600 $779,388,800 $828,060, $195,523,400 $201,620, V F/R Exp. 1,308,472, ,721, ,957, ,441, ,559, $3,189,281,900 $1,348,110,400 $1,402,018, $452,965,200 $462,179, Room Nights (e)* 6,022,400 2,397,200 2,480, , , , *Based on Industry REVPAR Year to Date (H/M/C/C & V F/R) April (H/M/C/C & V F/R) Visitor Annual Origin 2010 * Visitor # * Visitor # * Rel. Visitor # Rel. Visitor # Florida 651, , , , , Southeast 317,064 78,171 82, , , Northeast 1,162, , , , , Midwest 1,503, , , , , Canada 319, , , , , Europe 901, , , , , U.S. Opp. Mkts 155,825 43,781 42, , , Latin American 29,900 (4/10) 5,700 (4/11) 8, n/a n/a n/a n/a n/a 5,041,200 1,954,200 1,995, , , Please Note: Latin American Visitor numbers published seasonally only. Occupancy: Seasonal Averages Occupancy: Monthly Industry (Weighted) Winter Spr/Sum Fall Annual Industry (Weighted) Jan. Feb. Mar. Apr. Occupancy Occupancy Occupancy Occupancy Points Points ADR 2010 $ $98.58 $91.46 $ ADR 2011 $91.70 $ $ $ ADR ADR Percent Percent April Occ./ADR: 2010 Occ Occ. Point 2010 ADR 2011 ADR < 20 units $ $ units units units Condominiums $ $ Visitors Expenditures (in Thousands) (in Millions) # $ H/M/C/C V F/R H/M/C/C V F/R April Visitor Origin (in Thousands) FL SE NE MW CAN EUR MO Industry Occupancy (by Month) Jan. Feb. Mar. Apr. 1 Research Data Services, Inc. Copyright All Rights Reserved. PCD
7 Length of Stay (Days) Away from Home In Florida In the St. Petersburg/Clearwater Area Party Size Number of People Party Composition Family Couple (Traveling without Children) Single Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane Rental Car Personal Car Europe Airport Deplaned (Base: Flew) Tampa International Orlando International/Sanford St. Petersburg-Clearwater International N/A N/A Miami International Car Rental Location (Base: Rented a Car) Tampa Greater Orlando Area St. Petersburg/Clearwater Area N/A N/A Miami Days Length of Stay (Days) Away/Home In Florida St. Pete/Clw Transportation Plane Rental Personal Car Airport Deplaned Tampa Orlando St. Pete/Clw Miami 2 Research Data Services, Inc. Copyright All Rights Reserved. PCD
8 Europe Purpose of Trip (Multiple Response) A. Profile Data Vacation Visit Friends/Relatives B. Occupancy Survey Data Business N/A N/A Conference/Business Meetings N/A N/A Purpose of Trip Vacation Visit Friends/Family Europe First Visit to ( yes) St. Petersburg/Clearwater Area Florida First Visit to St. Pete/Clw Area ( Yes) New Market Share Gain from Florida TOTAL Europe Considered St. Pete/Clw Only Yes Information Most Helpful to Visit (Open Ended Multiple Response) Internet Previous Visit Recommendation Print Media Travel Professional Business Contacts Considered Only ( Yes) St. Petersburg/Clearwater Only 3 Research Data Services, Inc. Copyright All Rights Reserved. PCD
9 Europe Travel Professional Assisted Yes Travel Agent Assisted Have Reservations Yes No N/A N/A Yes Where Stay Night Before St. Petersburg/Clearwater Area At Home In Florida (Not in St. Pete/Clearwater) On Road (Not in Florida) Have Reservations Where in Florida (Base: Respondents in Florida Night Prior to Arriving in St. Pete/Clw Area) Orlando Visit Other Florida Areas This Trip Overnight Trips Only -- Yes Yes No Where Stay Night Before St. Pete/Clw Area At Home In Florida On Road 4 Research Data Services, Inc. Copyright All Rights Reserved. PCD
10 Europe Attractions/Theme Parks Visited (Open Ended Multiple Response) Orlando Theme Parks Busch Gardens Fort DeSoto N/A 5.6 N/A N/A Tarpon Springs N/A 5.3 N/A 4.8 St. Petersburg Pier Clearwater Aquarium N/A 4.5 N/A 4.8 Salvador Dali Museum Satisfaction with St. Petersburg/Clearwater Satisfied (Combined) Europe Expense Relative to Expectations More Expensive Less Expensive As Expected Don t Know Recommend St. Petersburg/Clearwater Area to Friends/Relatives Yes Plan to Return ( Yes) To Local Area Next Year (Base: Planning to Return) Demographics Average Age Head of Household Median Annual Household Income $119,245 $123,478 $130,000 $131, Attractions/Theme Parks Visited Orlando Parks N/A N/A Busch Ft. Desoto Tarpon St. Pete Pier Expense Relative to Expectations More Less Same Don't Know 91.0 Plan to Return To Local Area Next Year Research Data Services, Inc. Copyright All Rights Reserved. PCD
11 Europe St. Pete/Clw Info. Seen/Read/Heard Yes Source of Information (Base: Seen/Read/Heard Area Information) (Open Ended Multiple Response) Internet Television Brochures/Visitor Guides/Travel Guides Newspapers N/A N/A Magazines N/A N/A Type of Message Seen Web TV TG/VG News Magazine Directly Influenced by Information (Base: Seen/Read/Heard Area Information) Yes Budget Breakdown (By Category) Accommodations $1, $1, Food/Entertainment Retail Purchases Rental Car Seen/Read/Heard Yes Message Influence Yes St. Pete/Clw Area Base Budget $2, $2, Per Person/Trip Per Person/Day Occupation Professional/Technical Executive/Managerial Retired Salesman/Buyer Craft/Mechanical/Factory $ Budget Breakdown , Accom Food/Ent Retail Rental 6 Research Data Services, Inc. Copyright All Rights Reserved. PCD
12 When Visitors Made Reservations for This Trip to the St. Pete/Clearwater Area Less than One Month Months Months or More Have Internet Access Yes 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) Yes When Visitors Made Reservations < 1 month 1-2 months 3 months + Internet Access Computer Use Obtain Travel Info Book Reserv Book Lodging Compared to 2010, OVER THE NEXT THREE MONTHS, properties report reservations: Occupancy Survey Data Up Same Down Don t Know Research Data Services, Inc. Copyright All Rights Reserved. PCD
13 Thinking about your experiences while here in the St. Petersburg/Clearwater Area, which of the following attributes describes this area well? (Open Ended Multiple Response) Attributes April 2011 White, Sandy Beaches 90.6 Warm Weather 87.0 Complete Relaxation 80.1 Safe Destination 70.7 Good Dining Out 68.8 Clean, Unspoiled Environment 67.4 Reasonably Priced Lodging 59.1 Good Value for the Money 58.9 Family Atmosphere 55.9 Clear, Blue Water 53.0 Resort Atmosphere 49.6 Sunning on the Beach 48.1 Very Safe Beaches for Children 45.5 Upscale Accommodations 43.1 Activities For All Ages Research Data Services, Inc. Copyright All Rights Reserved. PCD
14 St. Petersburg/Clearwater Area Visitor Origins Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Changes in Visitation (by Month) Jan -4.5 Feb -4.8 Mar Apr May Jun Jul Aug Sep Oct Nov Dec /11 09/10 9 Research Data Services, Inc. Copyright All Rights Reserved. PCD
15 Top U.S. Feeder Markets April 2010 April Rank Rank Rank 1. New York New York Chicago Tampa/St. Petersburg Philadelphia Chicago Detroit Boston Boston Greater Orlando Area Tampa/St. Petersburg Philadelphia Indianapolis Detroit Greater Orlando Area Indianapolis Cincinnati Milwaukee Pittsburgh Cincinnati Milwaukee Buffalo Research Data Services, Inc. Copyright All Rights Reserved. PCD
16 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Florida Southeast Jan. 6,364 7,554 6,558 5,773 5,990 6,785 14,850 16,458 17,836 16,315 17,012 19,099 Feb. 10,889 13,422 11,594 13,473 13,759 14,791 12,868 12,751 14,322 12,158 10,319 11,329 Mar. 30,800 34,245 26,741 31,069 33,712 36,828 18,118 22,830 20,374 23,448 19,866 21,483 Apr. 56,707 60,792 60,737 63,761 73,066 84,756 35,548 37,995 34,945 28,423 30,974 30,674 Win. 104, , , , , ,160 81,384 90,034 87,477 80,344 78,171 82,585 May 42,778 38,824 38,892 45,911 42,834 25,746 21,142 20,742 20,998 28,677 Jun. 89,845 85,637 92,412 94, ,780 51,099 52,960 53,443 52,561 56,560 Jul. 118, , , , ,372 49,574 55,973 52,072 57,230 61,127 Aug. 78,503 67,549 65,085 66,731 88,807 25,642 29,978 23,839 24,978 23,707 Sp./Sm. 330, , , , , , , , , ,071 Sept. 43,587 39,455 34,159 40,743 38,055 8,674 9,220 6,392 7,780 9,675 Oct. 23,291 25,716 28,448 28,002 34,920 25,474 27,165 22,403 22,471 22,680 Nov. 23,503 22,097 26,362 30,502 33,306 14,331 15,015 11,836 10,689 12,012 Dec. 34,672 35,809 31,832 37,814 35,280 23,115 20,580 22,282 23,989 24,455 Fall 125, , , , ,561 71,594 71,980 62,913 64,929 68, , , , , , , , , , ,064 * Please Note: Annual and seasonal figures are calculated to include Latin American visitors. 11 Research Data Services, Inc. Copyright All Rights Reserved. PCD
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 Northeast Midwest ,493 80,940 72,657 68,774 65,411 65,841 99,177 97,668 97,313 82,830 86,735 92, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,788 94,452 88,975 84, , , , , ,605 90,406 99,158 89,629 77,055 84, , , , , ,103 93, ,378 88,296 91,568 74, , , , , ,921 81,264 85,536 74,545 70,459 65, , ,715 96,492 98,419 92, , , , , , , , , , ,199 39,033 41,385 35,957 38,901 41,495 57,032 57,253 42,149 45,657 50,095 81,517 77,873 62,941 63,263 74, , ,991 99, , ,840 73,948 75,924 60,794 65,957 70,980 73,661 69,409 57,566 53,704 59,241 94,522 95,903 84,355 94,738 91, , ,361 99, , , , , , , , , , , , ,401 1,267,716 1,307,040 1,215,764 1,186,925 1,162,490 1,707,860 1,709,323 1,586,715 1,459,122 1,503, Research Data Services, Inc. Copyright All Rights Reserved. PCD
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 Canada Europe ,480 22,663 23,082 20,833 21,564 22,366 30,496 32,646 33,050 44,929 32,585 33,423 35,965 34,563 36,146 32,531 34,710 36,505 34,315 36,912 39,556 38,775 31,895 33,673 81,531 76,735 79,588 68,585 76,454 69,973 45,295 46,294 48,389 43,379 39,732 41,738 60,939 59,947 64,066 56,079 63,536 66, , , , , , , , , , , , , , , , , , ,577 13,863 14,992 15,186 13,524 14,520 65,355 66,117 66,672 61,215 59,169 11,231 12,958 13,918 11,227 10, , , , , ,893 22,033 21,704 24,338 21,747 17, ,003 99, , , ,474 14,201 13,190 11,730 10,811 10,536 76,530 71,946 90,438 86,490 80,528 61,328 62,844 65,172 57,309 53, , , , , ,064 10,192 10,507 10,188 8,190 9,030 51,393 48,676 65,521 58,351 58,480 17,832 18,834 17,780 15,902 10,440 90,251 81, ,014 97,487 97,560 22,070 22,381 23,672 20,074 19,656 69,075 69,125 78,817 69,346 66,612 28,480 30,047 30,240 27,649 30,468 80,075 81, ,025 98,397 99,022 78,574 81,769 81,880 71,815 69, , , , , , , , , , , , ,656 1,007, , , Research Data Services, Inc. Copyright All Rights Reserved. PCD
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 Markets of Opportunity Latin America ,320 11,871 11,804 11,546 10,303 11,308 n/a n/a n/a n/a n/a n/a 8,909 8,389 9,207 9,858 8,756 9,756 n/a n/a n/a n/a n/a n/a 10,871 12,683 9,551 10,552 9,632 6,752 n/a n/a n/a n/a n/a n/a 11,849 15,198 14,144 13,828 15,090 14,530 n/a n/a n/a n/a n/a n/a 45,949 48,141 44,706 45,784 43,781 42,346 5,000 4,680 5,300 6,270 5,700 8,100 14,259 14,607 12,594 12,457 11,253 n/a n/a n/a n/a n/a 17,407 19,719 17,814 15,309 17,124 n/a n/a n/a n/a n/a 19,279 20,561 16,980 17,741 15,560 n/a n/a n/a n/a n/a 15,779 18,786 16,271 14,912 14,299 n/a n/a n/a n/a n/a 66,724 73,673 63,659 60,419 58,236 16,200 16,800 18,300 19,400 21,200 6,939 7,934 5,394 5,118 8,170 n/a n/a n/a n/a n/a 11,281 13,764 12,090 12,445 14,400 n/a n/a n/a n/a n/a 10,032 9,349 9,953 10,428 11,193 n/a n/a n/a n/a n/a 21,051 21,815 20,293 23,583 20,045 n/a n/a n/a n/a n/a 49,303 52,862 47,730 51,574 53,808 4,540 4,700 4,600 2,700 3, , , , , ,825 25,740 26,180 28,200 28,370 29, Research Data Services, Inc. Copyright All Rights Reserved. PCD
20 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 2006 * 2007 * 2008 * 2009 * 2010 * 2011 * 265, , , , , , , , , , , , , , , , , , , , , , , ,200 2,050,445 2,088,540 2,077,320 1,940,270 1,954,200 1,995, , , , , , , , , , , , , , , , , , , , ,300 1,919,125 1,935,450 1,889,800 1,830,700 1,835, , , , , , , , , , , , , , , , , , , , ,900 1,284,685 1,276,230 1,226,860 1,220,440 1,251,900 5,254,255 5,300,220 5,193,980 4,991,410 5,041, Research Data Services, Inc. Copyright All Rights Reserved. PCD
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