Kissimmee Visitor Profile

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Kissimmee Visitor Profile April 2017 Prepared for: Experience Kissimmee Prepared by: Research Data Services, Inc. June 2017

2 Certification and General Limiting Conditions The following report has been prepared for Experience Kissimmee at the request of Mr. DT Minich, President/CEO. Research Data Services, Inc., hereby certifies that, except as otherwise noted in the report: 1. We have no present or contemplated future interest in the project that is the subject of this study. 2. We have no personal interest or bias with respect to the subject matter of this report or the parties involved. 3. This report is based on estimates, assumptions, and other information developed from our research of the market, our knowledge of the industry, and our discussions with you and your representatives, during which we were provided with certain information. The sources of information and the bases of estimates and assumptions are stated herein. To the best of our knowledge and belief, the statements of fact contained in this report, upon which analyses, opinions, and conclusions expressed herein are based, are true and correct. 4. This report sets forth all of the limiting conditions (imposed by the terms of our assignment or by the undersigned) affecting the analyses, opinions, and conclusions contained in this report. 5. Because circumstances may change and unanticipated events may occur subsequent to the date of this report, the reader must evaluate the assumptions and rationale of this report in light of the circumstances then prevailing. The terms of this engagement are such that we have no obligation to revise this report or the included projections to reflect events or conditions which occur subsequent to the completion of our fieldwork. Walter J. Klages, Ph.D. President June 13, 2017 Date i Copyright PCD

3 Executive Summary: April Methodology: Experience Kissimmee s April 2017 visitor profile was developed from a random sample of 578 surveys, completed with Osceola County commercial lodging visitors. 2. This month, some 628,700 visitors stayed in Kissimmee s commercial lodgings, yielding an estimated $522,396,300 of economic impact to the County. Key industry metrics are as follows: April % Occupancy 78.5% 80.9% +3.1% ADR $ $ % RevPAR $88.52 $ % 3. In April, eight out of ten of lodging managers (82.2%) report their property s three month forward reservation levels as up or the same when compared to this time last year (2016: 79.0%): % of Properties (April) Reporting Reservations: Up 38.5% 52.2% Same Down April H/M/C visitation originates from the following primary markets: Apr. Visitation Visitor # Visitor # % Florida 184, , Southeast 62,120 69, Northeast 72,770 89, Midwest 79,860 74, Canada 44,370 50, Europe 61,530 57, Latin American 23,660 32, Other U.S. 47,920 55, Other Foreign 14,790 16, Total 591, , ii Copyright PCD

4 5. Better than two in five of Kissimmee s April commercial lodging visitors (42.3%) are staying in Osceola County for their first time. Over half (52.8%) of these visitors report having previously stayed elsewhere in the greater Orlando Area. Reasons cited for choosing Kissimmee for the first time include its convenient location, superior value for the money, new and non-traditional lodging options, special and sporting events, and more relaxing atmosphere. Business, word of mouth recommendations, online reviews, and travel agents are also mentioned as reasons for choosing to stay in the Kissimmee area. % Staying First Time in Kissimmee Feeder Market (Base: Total Visitors from Market) Florida 27.5% U.S. Out-of-State 43.0 Europe 52.8 Latin America One third of Kissimmee s first time overnight visitors (33.4%) are also in Florida for the first time. First time visitor origins are as follows: % First Time in Florida Feeder Market (Base: Total Visitors from Market) U.S. Out-of-State 11.1% Europe 35.8 Latin America April repeat visitors report an average of 5.3 visits: Number of Repeat Feeder Market Visits to Kissimmee Florida 6.2 U.S. Out-of-State 5.3 Europe 3.6 Latin America April visitors primarily use attraction (54.3%), mapping (50.6%), hotel (49.5%), and destination (46.9%) websites to get information and plan their Kissimmee trip. iii Copyright PCD

5 9. In April 2017, just over half 52.5% of visitors lodged in hotels/motels, while 46.1% selected vacation homes or condos. 10. This April, the majority of visitors (95.9%) make advance reservations for their lodging. 11. More than half of Kissimmee s April 2017 overnight lodging visitors (53.8%) fly to reach the destination. Some 40.7% drive a personal car/rv. 12. Visitors stay an average of 5.4 nights in the Kissimmee area. Length of Stay in Kissimmee nights 4-6 nights 7-9 nights 10+ nights Visitors length of stay by origin are as follows: Feeder Market Florida Southeast Northeast Midwest Canada Europe Latin America Other U.S. April 2017 LOS 2.8 nights 4.5 nights 6.0 nights 5.7 nights 8.2 nights 9.4 nights 7.1 nights 5.5 nights 13. April visitors primarily enjoy attractions/theme parks (74.8%), dining out (73.2%), shopping (61.9%), and relaxing (54.4%). 14. Six out of ten April visitors frequent the Disney parks (60.5%), with 35.9% visiting Universal and 16.3% going to SeaWorld. Visitors also enjoy Disney Springs (41.6%), City Walk (18.4%), and Fun Spot/Old Town (17.8%). iv Copyright PCD

6 15. When describing their experiences in Kissimmee, April visitors focus on the convenience, wide variety of activities, beautiful weather, friendly service, fun, and how well suited the area is for bringing people together. 16. Nine out of ten visitors (90.6%) plan a return visit to the Kissimmee area. 17. The average age of April 2017 visitors is 47.0 years. These visitors command a median household income of $91,070. v Copyright PCD

7 Experience Kissimmee: April 2017 Visitor Profile * Copyright PCD

8 Calendar Year to Date (Jan. Apr.) Estimated Overnight Visitor Statistics % Δ April 16/ *** H/M/C * Visitors(#) 2,128,800 2,169, , , Visitors in Unpaid Lodgings 692, , , , Total Overnight Visitors 2,821,500 2,879, , , Direct Exp. ($) of H/M/C * Visitors Direct Exp. ($) of Visitors in Unpaid Lodgings Total Overnight Visitor Direct Exp. ($) Eco. Impact. ($) of H/M/C * Visitors Eco. Impact ($) of Visitors in Unpaid Lodgings Total Overnight Visitor Eco. Impact ($)** % Δ 16/ 17 $1,238,455,200 $1,305,906, $324,723,300 $356,535, $278,757,700 $294,848, $78,541,300 $84,896, $1,517,212,900 $1,600,754, $403,264,600 $441,432, $1,814,584,600 $1,913,414, $475,784,600 $522,396, $408,435,900 $432,011, $115,078,700 $124,390, $2,223,020,500 $2,345,426, $590,863,300 $646,786, H/M/C * Room Nights 2,859,500 2,908, , , * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** U.S. Bureau of Economic Analysis, RIMS II Multiplier (k: ) April 2017 Overnight Visitor Economic Impact $646,786,400 $650,000,000 $590,863,300 $500,000, ,598, ,354,300 $350,000, ,264, ,432,100 Calendar Year to Date (Jan. Apr.) April Lodging % Δ % Δ Statistics / / 17 Occupancy 79.9% 79.8% % 80.9% +3.1 Room Rates $ $ $ $ RevPAR $86.81 $ $88.52 $ Note: Statistics subject to revision (data availability) ***Easter: March 27, 2016; April 16, Copyright PCD $200,000, Direct Exp. Indirect/Induced Total Eco. Impact

9 April 2017 Visitor Origin Markets Calendar Year to Date (Jan. Apr.) Visitor Origins (H/M/C) % Δ 16/ Share of Mkt (%) 2016 # of Visitors April 2017 Share of Mkt (%) 2017 # of Visitors % Δ 16/ 17 Florida 547, , % 184, % 181, Southeast 205, , , , Northeast 350, , , , Midwest 305, , , , Canada 166, , , , Europe 251, , , , Latin American 89, , , , Other US 163, , , , Other Foreign 47,800 45, , , Total 2,128,800 2,169, , , April 2017 Visitor Origins 16,980 55,950 32,060 57, ,690 Florida Southeast Northeast Midwest Canada 50,300 74,820 89,900 69,160 Europe Latin American Other US Other Foreign 2 Copyright PCD

10 Visitor Profile Metrics: Length of Stay (Nights) Away from Home In the Kissimmee Area Party Size Number of People Party Composition % of Parties Traveling with Children 51.8% 49.6% % of Parties Traveling with Seniors Kissimmee Area Base Budget Per Person/Stay $ $ Per Person/Night Total Party/Trip $2, $2, Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane 48.7% 53.8% Personal Car Rental Car Airport Deplaned (Base: Flew) Orlando International 74.7% 79.0% Miami International Tampa International Sanford Copyright PCD

11 Visitor Profile: Purpose of Trip (Multiple Response) A. Profile Data Vacation 84.5% 82.0% To Visit Central Florida Attractions Getaway Visit with Friends/Relatives Business/Meeting n/a 7.3 Sports Events/Tournament Reunion (Family, Military, School, etc.) Special Events/Festival B. Occupancy Survey Data Group 21.8% 25.5% First Visit to (% yes) Kissimmee Area (staying in commercial lodging) 43.6% 42.3% Florida First Visit to Kissimmee (% Yes) % New Market Share Gain from Florida TOTAL Copyright PCD

12 Information Most Helpful to Visit (Open Ended Multiple Response) Internet 86.4% 86.2% Maps/GPS Hotel/Accommodations Previous Visit Mobile App Print Media Experience Kissimmee Recommendation Family Travel Professional AAA Information Most Helpful To Visit (Top Four) % Internet Maps/GPS Hotel Accomodations Previous Visit 5 Copyright PCD

13 Internet Information Sources Consulted (Open Ended Multiple Response) Attraction Websites 50.1% 54.3% Map Quest/Google Maps, etc Hotel Websites Destination Websites Airline Websites Booking Sites Weather Sites Review/Rating Sites Rental Car Websites Restaurant Websites Social Networking Sites Daily Deal/Coupon Sites Internet Information Sources Consulted (Top Four) % Attraction Mapping Hotel Destination 6 Copyright PCD

14 Made Lodging Reservations Yes 95.2% 95.9% No Activities Enjoyed (Open Ended Multiple Response) Attractions/Theme Parks 77.9% 74.8% Dining Out Shopping Relaxing Pool Sight Seeing Swimming Reading Photography Visiting with Friends/Relatives Bars/Nightlife Miniature Golf Wildlife/Environment Airboats Activities Enjoyed (Top Three) % Attractions Dining Out Shopping 7 Copyright PCD

15 Theme Parks Visited (Open Ended Multiple Response) Disney World 58.5% 60.5% Universal SeaWorld Non-Theme Park Attractions Visited Disney Springs 33.9% 41.6% City Walk Fun Spot/Old Town Satisfaction with Kissimmee Satisfied (Combined) 94.1% 93.6% Plan to Return (% Yes) To Local Area 90.1% 90.6% Theme Parks Visited (Top Three) % Disney Universal SeaWorld Copyright PCD

16 Demographics Average Age Head of Household Median Annual Household Income $91,749 $91,070 Book Reservations for Trip Online % Yes 82.2% 85.7% Occupancy Survey Data 2017 Compared to the same time in 2016, OVER THE NEXT THREE MONTHS, properties report reservations: Up 38.5% 52.2% Same Down Copyright PCD

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