RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 2 TAMPA, FLORIDA 332 TEL (813) 254-2975 FAX (813) 223-2986 Naples, Marco Island, Everglades Convention and Visitors Bureau March 2018 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. www.researchdatallc.com April 2018
Naples, Marco Island, Everglades: March 2018 Summary Executive Summary: March 2018 1. This March, some 233,300 visitors stayed in Collier s commercial lodgings (+1.1)*. Their visits contributed an estimated $348,873,000 of economic impact to the County (+4.6). Key performance metrics are as follows: March ** Occupancy 90.3 91.1 +0.9 ADR $336.4 $372.0 +10.6 RevPAR $303.8 $338.9 +11.6 * As of March 2018, approximately 6 lodging units remain closed due to the impact of Hurricane Irma and restorations. ** Based on units available to be rented. Key Collier Visitation Metrics (Δ) Key Collier Visitation Metrics (Δ) 25.0 20.0 15.0 10.0 5.0 0.0-5.0-10.0-15.0-20.0-25.0-30.0-35.0 RevPar Visitors 15.0 10.0 5.0 0.0-5.0-10.0-15.0-20.0 ADR OCC 1/16 3/16 5/16 7/16 9/16 11/16 1/17 3/17 5/17 7/17 9/17 11/17 1/18 3/18 1/16 3/16 5/16 7/16 9/16 11/16 1/17 3/17 5/17 7/17 9/17 11/17 1/18 3/18 Change Visitors Change RevPar Change Occupancy Change ADR i Copyright 2018. PCD-1 04.16.18
Naples, Marco Island, Everglades: March 2018 Summary 2. Compared to last March, over half (51.7) of Collier lodging managers report their three month forward reservations levels as up. of Properties (March) Reporting Reservations: Up 50.0 51.7 Same 31.3 37.9 Down 18.8 10.3 3. Collier s March visitation originates from the following primary market segments: 2018 March Visitation Visitor # Florida 50,159-9.0 Southeast 14,464 +6.3 Northeast 68,124 +2.5 Midwest 49,4 +4.6 Canada 4,666-19.1 Europe 37,328 +15.6 Other 9,099-10.4 Total 233,300 +1.1 Opportunity Markets (Exploratory) AK WA OR NV CA ID UT AZ U.S. Regions MT HI WY CO NM ND SD NE KS TX OK MN Midwest WI MI ME VT NH NY MA NJ AL IA PA DE OH IL MD IN WV VA MO KY NC TN AR SC MS GA Southeast LA Northeast Florida FL 4. This March, seven out of every ten of the destination s visitor parties flew (2017: 72.9; 2018: 76.8). A majority of these (.5) deplaned at RSW, with Miami capturing some 14.3 of deplanements. 5. This March, visitor party size averaged 2.9 travelers who stayed for 3.4 nights in the Naples, Marco Island, Everglades area (2017: 2.8 people; 3.5 nights). ii Copyright 2018. PCD-1 04.16.18
Naples, Marco Island, Everglades: March 2018 Summary 6. Some 42.6 of Collier s March visitors are in the destination for the first time. 7. Fully 95.4 consult the web for trip information, with some 79.4 making bookings for their trip online. 8. The vast majority (95.3) are satisfied with their Collier stay, with 91.5 planning a future trip to the area. 9. The typical March visitor is 52.6 years of age (2017: 51.9 years). iii Copyright 2018. PCD-1 04.16.18
Naples, Marco Island, Everglades: March 2018 Visitor Profile * Copyright 2018. PCD-1 04.16.18
Year to Date (January March) March H/M/C + Visitor Statistics 17/ 18 * 17/ 18 Visitors (#) 8,000 621,000 +2.1 230,700 233,300 +1.1 Room Nights 751,400 744,0-0.9 273,300 265,500-2.9 Direct Exp. ($) $510,517,400 $540,565,200 +5.9 $223,594,400 $233,985,900 +4.6 Total Eco. Impact ($) $761,181,500 $805,982,800 +5.9 $333,379,300 $348,873,000 +4.6 + Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) March Economic Impact March Occupancy $350,000,000 333,379,300 348,873,000 Mar. 90.3 91.1 30 40 50 70 80 90 100 2017 2018 $300,000,000 $250,000,000 $200,000,000 $150,000,000 $100,000,000 $50,000,000 109,784,900 114,887,100 223,594,400 233,985,900 Total Eco. Impact Indirect/Induced Direct Exp. March Room Rates $0 March Mar. 336.4 372.0 2017 2018 Lodging Statistics ** 17/ 18 Occupancy 90.3 91.1 +0.9 Room Rates $336.4 $372.0 +10.6 RevPAR $303.8 $338.9 +11.6 $ 200 225 250 275 300 325 350 375 * As of March 2018, approximately 6 units remain closed due to the impact of Hurricane Irma and restorations. ** Based on units available to be rented. 1 Copyright 2018. PCD-1 04.16.18
Visitor Origins March 2018 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 17/ 18 Florida 23.9 55,137 21.5 50,159-9.0 Southeast 5.9 13,611 6.2 14,464 +6.3 Northeast 28.8 66,442 29.2 68,124 +2.5 Midwest 20.5 47,294 21.2 49,4 +4.6 Canada 2.5 5,767 2.0 4,666-19.1 Europe 14.0 32,298 16.0 37,328 +15.6 Other 4.4 10,151 3.9 9,099-10.4 Total 100.0 230,700 100.0 233,300 +1.1 March 2018 Visitor Origins 37,328 9,099 50,159 Florida Southeast 4,666 49,4 14,464 Northeast Midwest Canada 68,124 Europe Other 2 Copyright 2018. PCD-1 04.16.18
Transportation Mode (Multiple Response) March 2017 March 2018 Plane 72.9 76.8 Rental Car 68.7 67.3 Personal Car 27.1 23.2 Airport Deplaned (Base: Flew) March 2017 March 2018 Southwest Florida International 65.7.5 Miami International 10.9 14.3 Orlando International/Sanford 8.6 9.2 Ft. Lauderdale International 5.4 7.9 Tampa International 4.3 5.3 Purpose of Trip (Multiple Response) March 2017 March 2018 Vacation/Weekend Getaway 81.3 84.2 Group Travel 23.4 21.9 Visit with Friends and Relatives 13.9 12.8 First Visit to ( yes) March 2017 March 2018 Collier County 41.3 42.6 Florida 3.7 4.3 Length of Stay (Days) March 2017 March 2018 In Collier County 4.5 4.4 Party Size March 2017 March 2018 Number of People 2.8 2.9 80 70 50 40 30 20 10 0 70 50 40 30 20 10 0 Days 5.0 4.0 3.0 72.9 76.8 65.7.5 Transportation 68.7 67.3 Plane Rental Car Personal Car Airport Deplaned (Top Four) 10.914.3 8.6 9.2 5.4 7.9 SW FL Miami Orlando Ft. Lauderdale Length of Stay in Collier County (Days) 4.5 4.4 27.1 23.2 2.0 Days in Collier 3 Copyright 2018. PCD-1 04.16.18
Party Composition (Multiple Response) March 2017 March 2018 Couple 62.4.7 Family 33.9 34.8 Group of Friends 7.0 5.5 Single 5.2 4.6 Did Party Have Lodging Reservations for Stay March 2017 March 2018 Yes 95.7 97.9 Expense Relative to Expectations March 2017 March 2018 More Expensive 23.0 27.2 Less Expensive 3.0 1.4 As Expected 67.6 68.8 Satisfaction with Collier County March 2017 March 2018 Very Satisfied 87.3 83.0 Satisfied 6.3 12.3 Satisfaction Level (Combined) 93.6 95.3 Recommend Collier to Friends/Relatives March 2017 March 2018 Yes 92.2 88.9 Plan to Return ( Yes) March 2017 March 2018 To Local Area 88.5 91.5 70 50 40 30 20 10 0 100 80 40 100 80 Party Composition (Top Five) 62.4.7 Satisfied/Recommend 93.6 95.3 92.2 Satisfied 88.5 33.934.8 7.0 5.5 Couple Family Group of Friends Recommend Plan to Return 91.5 88.9 To Local Area 4 Copyright 2018. PCD-1 04.16.18
Activities Enjoyed in Area (Multiple Response) March 2017 March 2018 Dining Out 75.9 80.0 Beach 82.0 78.2 Relaxing 70.7 76.4 Pool 57.9 58.2 Shopping 48.1 50.9 Swimming 35.2 33.1 Sightseeing 31.2 30.1 Reading 28.2 29.3 Walking 22.8 26.4 Sunsets 26.8 25.0 Bars/Nightlife 17.3 23.6 Sunning 26.3 23.6 Enjoying Nature/Bird Watching/Everglades 16.3 22.4 Visiting with Friends/Relatives 22.6 20.0 Art Galleries/Shows/Fairs 17.1 18.2 Shelling 16.0 14.8 Golfing 12.0 8.5 Demographics March 2017 March 2018 Average Age Head of Household (Years) 51.9 52.6 Median Annual Household Income $176,217 $177,932 Collier Base Budget March 2017 March 2018 Total $2,713.75 $2,908.54 Per Person/Stay 969.20 1,002.94 Per Person/Day 215.38 227.94 $ 3,000 2,500 2,000 1,500 1,000 500 0 Activities Enjoyed in Area (Top Five) Dining Out Beach Relaxing Pool Shopping 2,909 2,714 Total Party Budget 2018 2017 58.2 57.9 50.9 48.1 80.0 75.9 78.2 82.0 76.4 70.7 0 25 50 75 100 Collier Base Budgets 969 1,003 Per Person/ Stay 215 228 Per Person/ Day 5 Copyright 2018. PCD-1 04.16.18
Area Information Seen/Read/Heard March 2017 March 2018 Yes 53.4 50.9 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) March 2017 March 2018 Yes 52.8 53.2 Why Chose the Area (Multiple Response) March 2017 March 2018 Beach Area 56.0 54.5 Weather 53.7 49.1 Previous Experience 35.7 34.3 Relaxing 34.9 32.7 Quiet/Peaceful/Laid Back 34.3 29.1 Restaurants 30.3 29.0 Recommendation 31.5 28.8 Quality of Accommodations 26.9 27.3 Appealing Brochures/Websites 29.6 26.8 Outdoor Recreation/Nature 22.1 25.4 Business/Meeting/Conference 25.0 22.6 Never Been 21.4 21.8 Not Crowded 17.2 15.8 40 20 0 Seen/Read/Heard 100 90 80 70 50 53.4 50.9 Yes 97.1 95.4 Use Web for Travel Info This Trip 40 20 0 Internet Use 81.3 Info. Influenced 79.4 Book Reserv for Trip Online 52.8 53.2 Yes Internet Use March 2017 March 2018 Use Internet to Obtain Travel Info for This Trip ( Yes) 97.1 95.4 Book Reservations for Trip Online (Yes) 81.3 79.4 6 Copyright 2018. PCD-1 04.16.18
Industry Data: 2014-2018 * Copyright 2018. PCD-1 04.16.18
Collier Direct Leisure and Hospitality Employment (Calendar Year) * 32,000 Monthly Direct Leisure and Hospitality Employment 30,000 28,000 2016 2018 2015 2017 2014 26,000 24,000 22,000 20,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2018 28,900 29,300 2017 30,300 30,700 31,100 30,400 28,800 27,000 25,800 25,700 23,300 25,200 27,400 28,200 2016 29,000 29,700 29,700 29,000 27,500 25,900 25,000 24,800 24,800 26,300 28,500 29,300 2015 27,700 28,400 28,0 27,900 26,300 24,800 23,800 23,800 24,000 25,0 27,900 28,700 2014 26,900 27,0 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900 * Source: Florida Department of Economic Opportunity/U.S. Department of Labor. June 2016 through December 2017 data updated with January 2018 reporting. 1 Copyright 2018 PCD-1 04.16.18
Southwest Florida International Airport (RSW) Passenger Traffic 1,300,000 1,200,000 CY 2014: 7.97 million (+4.4) RSW Total Passenger Traffic 1,100,000 1,000,000 900,000 800,000 700,000 0,000 2018 CY 2015: 8.37 million (+5.0) CY 2016: 8. million (+2.8) CY 2017: 8.84 million (+2.8) CY 2018 to Date: 2.02 million (+9.8) 2017 2016 2015 2014 500,000 400,000 300,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2018 965,981 1,053,817 2017 892,905 946,079 1,252,124 1,032,783 629,321 528,383 530,428 481,185 327,466 581,317 767,064 873,494 2016 918,929 989,845 1,269,961 900,594 6,833 492,413 484,074 431,729 391,844 550,316 727,634 840,501 2015 854,953 906,039 1,181,382 902,669 2,891 481,512 492,114 454,3 404,045 535,921 720,556 835,359 2014 778,163 862,899 1,147,059 865,554 591,116 478,692 496,472 446,402 366,038 503,243 669,567 765,288. 2 Copyright 2018 PCD-1 04.16.18