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 2013 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. Research@KlagesGroup.com May 20, 2013
Year-to-Date (Jan. Apr.) April H/M/C* Visitor Statistics 12/ 13 12/ 13 Visitors (#) 672,800 698,400 +3.8 121,300 128,800 +6.2 Room Nights 942,600 969,200 +2.8 203,000 211,200 +4.0 Direct Exp. ($) $466,612,600 $515,649,100 +10.5 $106,100,500 $117,553,200 +10.8 Total Eco. Impact ($) $695,719,387 $768,832,808 +10.5 $158,195,846 $175,271,821 +10.8 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). April Occupancy April Economic Impact 78.0 Apr 81.4 2012 2013 $200,000,000 $180,000,000 $160,000,000 $140,000,000 $120,000,000 158,195,846 52,095,346 175,271,821 57,718,621 Total Eco. Impact Indirect/Induced $100,000,000 Direct Exp. 2 4 8 10 $80,000,000 $60,000,000 106,100,500 117,553,200 April Room Rates $40,000,000 $20,000,000 $0 223.3 Apr 224.9 $ 10 14 18 22 2 2012 2013 April Lodging Statistics 12/ 13 Occupancy 78.0 81.4 +4.4 Room Rates $223.3 $224.9 +0.7 RevPAR $174.2 $183.1 +5.1 1 Copyright 2013. PCD 05. 09.13
Visitor Origins April 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida 31.2 37,846 29.5 37,996 +0.4 Southeast 4.8 5,822 4.6 5,925 +1.8 Northeast 23.5 28,506 25.0 32,200 +13.0 Midwest 19.6 23,775 20.1 25,889 +8.9 Canada 3.8 4,609 3.7 4,765 +3.4 Europe 13.4 16,254 13.5 17,388 +7.0 Markets of Opportunity 3.7 4,488 3.6 4,637 +3.3 Total 10 121,300 10 128,800 +6.2 April 2013 Visitor Origins 4,765 25,889 17,388 4,637 32,200 37,996 5,925 Florida Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright 2013. PCD - 05.09.13
Transportation Mode (Multiple Response) April 2012 April 2013 Plane 60.2 66.7 Rental Car 51.2 56.7 Personal Car 37.5 33.3 Airport Deplaned (Base: Flew) April 2012 April 2013 Southwest Florida International 64.2 64.5 Miami International 11.2 12.5 Ft. Lauderdale International 7.6 7.1 Tampa International 4.2 5.8 Orlando International/Sanford 7.4 5.0 Purpose of Trip (Multiple Response) April 2012 April 2013 Vacation/Weekend Getaway 83.6 84.5 Group Travel 22.6 25.7 Visit with Friends and Relatives 9.2 12.2 First Visit to ( yes) April 2012 April 2013 Collier County 42.5 44.1 Florida 6.4 6.8 Length of Stay (Days) April 2012 April 2013 In Collier County 4.9 5.0 Party Size April 2012 April 2013 Number of People 2.7 2.6 Party Composition (Multiple Response) April 2012 April 2013 Couple 46.4 49.7 Family 33.8 3 Single 12.1 11.8 Group of Friends 4.9 6.7 Did Party Have Lodging Reservations for Stay April 2012 April 2013 Yes 97.2 94.4 7 5 4 3 2 1 7 5 4 3 2 1 Days 6.0 5.0 4.0 3.0 2.0 1.0 Transportation 66.7 60.2 56.7 51.2 37.5 33.3 Plane Rental Car Personal Car Airport Deplaned 64.2 64.5 11.2 12.5 7.6 7.1 7.4 4.2 5.8 5.0 SW FL Miami Ft. Laud. Tampa Orlando Length of Stay in Collier County (Days) 4.9 5.0 Days in Collier 3 Copyright 2013. PCD 05.09.13
Satisfaction with Collier County April 2012 April 2013 Very Satisfied 89.1 87.2 Satisfied 4.1 8.4 Satisfaction Level (Combined) 93.2 95.6 Recommend Collier to Friends/Relatives April 2012 April 2013 Yes 93.7 93.2 Activities Enjoyed in Area (Multiple Response) April 2012 April 2013 Beach 75.0 76.2 Dining Out 74.6 73.5 Relaxing 60.3 Pool 50.7 49.2 Shopping 44.8 46.2 Swimming 33.5 33.6 Sightseeing 27.7 28.4 Visiting with Friends/Relatives 22.4 23.4 Enjoying Nature/Bird Watching/Everglades 18.5 22.9 Sunning 23.0 22.8 Reading 26.0 21.8 Walking 15.8 18.1 Golfing 11.4 10.2 Expense Relative to Expectations April 2012 April 2013 More Expensive 7.3 13.9 Less Expensive 2.5 2.7 As Expected 85.8 81.7 Demographics April 2012 April 2013 Average Age Head of Household (Years) 46.8 47.3 Median Annual Household Income $143,789 $148,231 10 8 4 2 Shopping Pool Relaxing Dining Out Beach Satisfied/Recommend 93.2 95.6 93.7 93.2 Satisfied Recommend Activities Enjoyed in Area (Top Five) 2013 2012 46.2 44.8 49.2 50.7 60.3 2 4 8 73.5 74.6 76.2 75.0 4 Copyright 2013. PCD 05.09.13
Plan to Return ( Yes) April 2012 April 2013 To Local Area 92.8 91.7 Collier Base Budget April 2012 April 2013 Total $2,350.50 $2,372.97 Per Person/Trip 870.56 912.68 Per Person/Day 177.67 182.54 Area Information Seen/Read/Heard April 2012 April 2013 Yes 47.3 49.9 10 8 4 2 Plan to Return 92.8 91.7 To Local Area Directly Influenced by Information (Base: Seen/Read/Heard Area Information) April 2012 April 2013 Yes 38.4 4 Why Chose the Area (2013) (Multiple Response) April 2013 Weather 51.2 Beach Area 51.0 Previous Experience 35.3 Quiet/Peaceful/Laid Back 33.5 Relaxing 32.1 Recommendation 28.5 Restaurants 27.6 Outdoor Recreation/Nature 26.7 Business/Meeting/Conference 25.1 Quality of Accommodations 25.0 Appealing Brochures/Websites 23.3 Never Been 22.5 Not Crowded 20.9 Internet Use April 2012 April 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) 95.0 95.9 Book Reservations for Trip Online (Yes) 68.1 71.4 4 2 Seen/Read/Heard 10 8 4 2 47.3 49.9 Yes 95.0 Internet Use 95.9 Use Web for Travel Info This Trip 4 2 68.1 71.4 Book Reserv for Trip Online Info. Influenced 38.4 4 Yes 5 Copyright 2013. PCD 05.09.13
Employment Data: 2011-2013 * Copyright 2013. PCD 05.09.13
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile April 2013 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25,000 2013 2012 24,000 23,000 2011 22,000 21,000 20,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec 2011 23,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24,200 2012 25,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25,200 2013 25,500 26,300 26,600 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (04-19-13). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright 2013. PCD 05.09.13