RESEARCH DATA SERVICES, INC. 3825 HENDERSON BOULEVARD SUITE 300 TAMPA, FLORIDA 33629 TEL (813) 254-2975 FAX (813) 254-2986 Naples, Marco Island, Everglades Convention and Visitors Bureau June 2009 Visitor Profile Prepared for: Collier County Board of County Commissioners and Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Walter J. Klages, Ph.D. President Research Data Services, Inc. Research@KlagesGroup.com July 27, 2009
Naples, Marco Island, Everglades: June 2009 Summary Executive Summary: June 2009 1. This June saw some 102,600 travelers staying in the Naples, Marco Island, Everglades area. Their combined economic impact created almost $52 million in direct visitor expenditures. However, same month, last year comparisons continue to reflect a contracting national economy (Visitors -7.3; Expenditures: -13.5). 2. The June origin distribution of visitors is as follows: June Visitor Segments Visitor # Visitor # Florida 55,903 53,660-4.0 Southeast 9,520 9,337-1.9 Northeast 11,845 10,465-11.7 Midwest 14,059 11,491-18.3 Canada 1,550 1,539-0.7 Europe 11,734 10,773-8.2 Markets of Opportunity 6,089 5,335-12.4 Total 110,700 102,600-7.3 3. The relative strength of Collier s nearby drive markets produced more drive visitors in the destination this June (2008: 51.3; 2009: 56.5). Although Southwest Florida International remains the primary airport of deplanement (68.3), Miami International contributed a larger share of the Naples, Marco Island, Everglades air travelers this year (2008: 10.2; 2009: 14.4). 4. June again saw deficits in Collier s business/meetings market share -- a 23.2 drop in a same month, last year comparison. 5. Collier s June visitors are highly satisfied with their stay (2009: 94.3 satisfaction rating). The destination s positive image among repeat visitors paid dividends this June. The ranks of returning guests grew by 4.1 points (2008: 53.4; 2009: 57.5). 6. With contracting discretionary incomes, travelers are focused on added value. This explains the greater reliance of visitors on services provided by travel professionals (2008: 4.7; 2009: 6.9). 7. The use of the Internet as a travel tool now stands at the 84.2 level (2008: 82.1). 8. This June s typical visitor is 46.5 years of age and commands a household income of $123,611. Research Data Services, Inc. - 1 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. FCD - 7.29
June 2009 Visitor Profile Naples, Marco Island, Everglades Visitor Annual Year to Date June Volume 2008 08/ 09 08/ 09 Visitors (#) 1,413,760 845,960 786,300-7.1 110,700 102,600-7.3 Room Nights 2,110,580 1,228,650 1,128,230-8.2 166,000 147,600-11.1 Direct Exp. ($) $836,390,570 $560,464,870 $489,091,200-12.7 $59,972,400 $51,871,200-13.5 Visitor YTD # of Visitors (Jan. Jun.) June 2009 # of Visitors Origin 08/ 09 Rel 2009 Florida 255,983 268,239 +4.8 52.3 53,660 Southeast 63,721 55,285-13.2 9.1 9,337 Northeast 193,181 178,911-7.4 10.2 10,465 Midwest 182,565 141,219-22.6 11.2 11,491 Canada 23,956 19,655-18.0 1.5 1,539 Europe 83,252 86,272 +3.6 10.5 10,773 Markets of Opp. 43,302 36,719-15.2 5.2 5,335 Total 845,960 786,300-7.1 10 102,600 Occupancy Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Occ. 2007 71.7 87.6 86.3 77.8 69.1 66.0 65.3 52.5 45.6 54.4 66.0 61.1 Occ. 2008 67.4 86.0 84.6 75.4 68.9 63.6 66.3 50.6 39.2 55.8 62.1 62.3 Occ. 2009 61.2 78.3 80.3 70.6 60.9 55.9 Pts. ( 08/ 09) -6.2-7.7-4.3-4.8-8.0-7.7 ADR 2007 $174.7 $242.9 $276.6 $239.5 $176.9 $137.2 $118.9 $107.8 $106.1 $120.3 $131.1 $176.2 ADR 2008 190.2 266.0 290.1 232.8 168.7 139.9 118.6 11 104.6 117.8 125.7 160.6 ADR 2009 175.9 249.6 241.1 213.5 149.4 128.7 ( 08/ 09) -7.5-6.2-16.9-8.3-11.4-8.0 RevPAR 2007 $125.3 $212.8 $238.7 $186.3 $122.3 $90.6 $77.6 $56.6 $48.4 $65.4 $86.5 $107.7 RevPAR 2008 128.2 228.8 245.4 175.5 116.2 89.0 78.6 55.7 41.0 65.7 78.1 100.1 RevPAR 2009 107.7 195.4 193.6 150.7 91.0 71.9 ( 08/ 09) -16.0-14.6-21.1-14.1-21.7-19.2 Research Data Services, Inc. - 1 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. FCD 07.29 June Visitor Origins (in Thousands) # 6 55.9 53.7 5 4 3 2 9.5 9.3 11.8 10.5 14.1 11.5 11.7 10.86.1 1 5.3 1.6 1.5 FL SE NE MW CAN EUR MO June 2009 Visitor Origins () 1.5 11.2 10.5 5.2 FL SE 10.2 NE MW CAN 9.1 EUR MO 52.3 Occupancy 10 86.0 84.6 78.3 80.3 75.4 8 67.4 75.4 68.9 61.2 60.9 63.6 55.9 6 4 2 Jan Feb Mar Apr May Jun Room Rates $ 290.1 30 266.0 249.6 24 25 1.1232.8 21 3.5 190.2 20 175.9 1 68.7 149.4139.9 15 128.7 10 5 Jan Feb Mar A pr May Jun
June 2008 June 2009 Transportation Mode (Multiple Response) Personal Car 51.3 56.5 Plane 48.7 42.2 Rental Car 45.2 41.6 6 5 4 51.3 Transportation 56.5 48.7 42.2 45.2 41.6 Airport Deplaned (Base: Flew) Southwest Florida International 73.9 68.3 Miami International 10.2 14.4 Orlando International/Sanford 11.2 7.5 Tampa International 2.0 3.0 Fort Lauderdale International 1.4 2.5 June 2008 June 2009 Purpose of Trip (Multiple Response) Vacation 75.8 82.3 Business Travelers/Conferences/Business Meetings 23.4 19.4 Visit with Friends and Relatives 4.5 5.9 Special Event 6.6 5.8 First Visit to Collier County ( Yes) 46.6 42.5 First Visit to Florida ( Yes) 4.4 4.5 3 2 1 9 8 7 6 5 4 3 2 1 Personal Car Plane Rental Airport Deplaned 73.9 68.3 10.2 14.4 11.2 7.5 2.0 3.0 1.4 2.5 SW FL Miami Orlando Tampa Ft Laud Assisted by Travel Professional ( Yes) 4.7 6.9 Length of Stay in Collier County (# of days) 4.3 days 4.2 days Party Size (# of People) 2.5 people 2.6 people Satisfaction with Collier County Very Satisfied 83.8 83.0 Satisfied 13.1 11.3 Recommend Collier to Friends/Relatives Yes 96.2 92.8 Days 6.0 5.0 4.0 3.0 2.0 1.0 Length of Stay in Collier County (Days) 4.3 4.2 Days In Collier Research Data Services, Inc. - 2 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. FCD 07.29
June 2008 June 2009 Activities Enjoyed in Area (Multiple Response) Beach 80.3 78.0 Dining Out 65.3 61.0 Relaxing 47.8 42.9 Pool 37.8 32.2 Shopping 33.1 31.6 Sightseeing 22.6 14.9 Reading 15.5 13.2 Bars & Nightlife 10.1 10.5 Visit Friends/Relatives 8.5 9.7 Everglades Adventures 8.4 9.5 Golfing 8.1 8.1 Swimming 13.3 8.0 Sunning N/A 6.9 Boating 5.9 5.4 10 8 6 4 2 47.8 Activities Enjoyed in Area (Top Five) 80.3 78.0 65.3 61.0 42.9 37.8 32.2 33.1 31.6 Beach Dining Relax Pool Shop See/Hear/Read Message Influenced by Message Expense Relative to Expectations More Expensive 6.3 8.5 Less Expensive 14.5 8.9 As Expected 75.7 76.7 Don t Know 3.5 5.9 Plan to Return ( Yes) To Local Area 89.5 85.1 Next Year (Base: Return to Local Area) 68.0 64.1 Median Age Head of Household (Years) 46.3 46.5 Average Annual Household Income $135,429 $123,611 See/Read/Hear Collier Message ( Yes) 38.3 32.5 Type of Message Seen (Multiple Response) Internet 72.9 74.0 Television 30.3 35.4 Newspaper 28.6 29.6 Magazine 26.1 2 Travel Guides/Visitor Guides/Brochures 24.4 18.5 Influenced by Collier Message (Base: Respondents Reporting See/Read/Hear Message) 32.9 30.6 5 4 3 2 1 9 8 7 6 5 4 3 2 1 38.3 32.5 Yes 5 4 32.9 30.6 3 2 1 Yes Type of Message Seen 72.9 74.0 30.3 35.4 28.6 29.6 26.1 24.4 2 18.5 Internet TV Newspaper Magazine TG/VG Research Data Services, Inc. - 3 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. FCD 07.29
Visitors describe the Naples, Marco Island, Everglades area as follows: (April June 2009 Responses): Research Data Services, Inc. - 4 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. PCD 07.29
Visitors describe the Naples, Marco Island, Everglades area as follows: (June 2009 Visitor Comments): Attractively Florida. Awesome. Beachy. Beautiful, sunny, relaxing. Busy. Classy. Clean, neat, quiet, exclusive. Closest you can get to paradise. Convenient. Crowded. Easy to get around. Favorite place anywhere. Friendlier than east coast. Fun. Getting too overcrowded. Good restaurants. Gorgeous. Hot. Houses well maintained. Inviting. Lots of things to do. Lovely, friendly people. Natural environment. Not crazy about beach. Not pleased with hotel -- nothing to do for kids. Not touristy. Peaceful. Picturesque, nice landscaping. Pricey, but beautiful. Quaint. Quiet, upscale. Rain. Safe. Scenic. Seaweedy. See no police cars. Serene. Slice of heaven. Slower pace -- a little boring. Superb. Tidy. Touristy, lots of Europeans. Unique. Unspoiled, not too built up. Uplifting. Upscale. Research Data Services, Inc. - 5 - June 2009 Visitor Profile Copyright 2009. All Rights Reserved. PCD 07.29