2005 COLLIER COUNTY HIGH SEASON VISITOR PROFILE

Transcription

1 THE KLAGES GROUP 405 NORTH REO STREET SUITE 100 TAMPA, FLORIDA TEL (813) FAX (813) COLLIER COUNTY HIGH SEASON VISITOR PROFILE Prepared for: Collier County Board of County Commissioners and Greater Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Walter J. Klages, Ph.D., Chief Executive Officer The Klages Group June 6, 2005 WATS (800) FT. MYERS (239)

2 Economic Impact of Collier County Tourism High Season (Jan. - Apr.) Percent Change Number of Visitors 630, , Expenditures $334,059,940 $363,771, Total Economic Impact $498,083,371 $542,383, Collier County Tourism Visitor Profile Transportation Mode Plane 61.9% 63.7% Rental Car Personal Car Airport Deplaned Southwest Florida International 75.0% 75.5% Miami International Tampa International Orlando International Car Rental Location Fort Myers 67.9% 70.8% Miami Tampa Orlando Purpose of Trip (Multiple Response) Vacation 80.6% 79.2% Visit Friends and Relatives The Klages Group High Season 2005 Visitor Profile

3 First Visit to (% yes) Collier County 29.8% 38.3% Florida First Time Visitors (by Region) Southeast 33.3% 31.6% Northeast Midwest Europe Markets of Opportunity Average Repeat Visits to the Greater Naples / Marco Island / Everglades Area Information Sources (Multiple Response) Internet 61.3% 66.7% Previous Visit Recommendations Print Media Business Contacts Travel Agent Assisted by Travel Agent 13.4% 12.9% Travel Agent Assisted with Vacation Packages (Including fly/drive) 46.4% 52.7% Airline Reservations Hotel/Motel Reservations Reservations Before Leaving Home 87.0% 88.3% None After Arrival Out-of-State Floridian Length of Stay (days) Away from Home In Florida N/A N/A In Collier County % Staying 4 Days or Less in Collier 17.9% 18.3% 85.7% 80.0% Party Size The Klages Group High Season 2005 Visitor Profile

4 Party Composition (Multiple Response) Family 42.2% 35.8% Couple Single Where Stay Night Before Collier (Out-of-State) At Home 75.9% 82.6% In Florida, Not in Collier On the Road, Not in Florida Activities or Interests Enjoyed Most While in the Greater Naples / Marco Island / Everglades Area (Multiple Response) Pool 81.8% 83.4% Dining Out Beach Relaxing Shopping Reading Swimming Walking Sight Seeing Satisfaction with Collier County 91.3% 93.6% Expense Relative to Expectations More Expensive 12.6% 13.6% Less Expensive As Expected Recommend Collier to Friends/Relatives (% yes) 96.7% 93.9% Plan to Return (% yes) To Local Area 92.3% 92.4% Next Year (Base: Return to Local Area) Median Age Head of Household (years) Median Annual Household Income $147,439 $152,224 Average Number of (per year) Getaway Trips Vacations The Klages Group High Season 2005 Visitor Profile

5 Visitor Party Budget (Leisure Visitors) (Collier Stay: Food / Lodging / Entertainment) Total $2, $2, Per Person / Trip Per Person / Day Visitor Party Budget Breakout (Collier Stay) Accommodations $1, $1, Food / Entertainment Retail Purchases Rental Car See/Read/Hear Collier Message 22.6% 18.1% Type of Message Seen (Multiple Response) Internet 56.8% 59.7% Travel Guides / Visitor Guides / Brochures Magazines Newspapers Television Influenced by Collier Message (Base: Respondents Reporting See / Read / Hear Message) 54.6% 57.3% Occupation Professional / Technical 39.2% 40.3% Executive/Managerial Retired Government / Military Salesman/Buyer Craft / Factory Have Internet Access 90.3% 92.2% Use Internet to: (Base: Respondents who have Internet access) Obtain Travel Information 88.2% 92.1% Book Travel Reservations On-line Book Lodging Reservations: (Base: Respondents who book travel reservations on-line) 66.3% 63.4% The Klages Group High Season 2005 Visitor Profile

6 Influential Factors in Choosing the Greater Naples / Marco Island / Everglades Area Influential Factors Complete Relaxation 94.0% 95.5% Warm Weather Clean, Unspoiled Environment Safe Destination Upscale Accommodations Good Value for the Money Reasonably Priced Lodging Sunning on the Beach White Sandy Beaches Good Dining Out Safe Beaches for Children Family Atmosphere Top U.S. Feeder Markets 1. Dade / Broward 16.9% 1. Dade / Broward 18.4% 2. West Palm Beach / Ft. Pierce West Palm Beach / Ft. Pierce New York New York Chicago Chicago Detroit Detroit Tampa / St. Petersburg Philadelphia Philadelphia Tampa / St. Petersburg Minneapolis / St. Paul Minneapolis / St. Paul Cleveland Boston St. Louis Cleveland 2.5 The Klages Group High Season 2005 Visitor Profile