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 January 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 February 25, 2013
Naples, Marco Island, Everglades: January 2013 Summary Executive Summary: January 2013 1. This January, a record 167,000 visitors stayed in Collier s overnight accommodations (+3.1). Travelers spent $88.3 million in the destination, with a total economic impact of $131.7 million (+8.2). Key performance statistics are as follows: January Occupancy 74.8 75.8 +1.3 ADR $168.7 $178.3 +5.7 RevPAR $126.2 $135.2 +7.1 2. The majority of property managers (89.7) indicate that their three month forward reservation levels are the same or better than this time last year: of Properties (Jan.) Reporting Reservations: Up 58.5 48.3 The Same 22.0 41.4 Down 12.2 3.4 3. This January, the Naples, Marco Island, Everglades area attracted visitors from the following core markets: Jan. Visitation Visitor # Visitor # Florida 44,388 46,092 +3.8 Southeast 11,016 10,688-3.0 Northeast 46,008 47,929 +4.2 Midwest 32,400 32,064-1.0 Canada 3,402 3,674 +8.0 Europe 17,982 19,372 +7.7 Mkts. of Opp. 6,804 7,181 +5.5 Total 162,000 167,000 +3.1 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 i Copyright 2013. PCD 02.18.13
Naples, Marco Island, Everglades: January 2013 Summary 4. Two thirds of visitors (62.6) used air transportation to reach Collier this January (2012: 61.9). Some 66.2 of these travelers deplane at Southwest Florida International (RSW) (2012: 65.8), while Miami International garners 10.6 of related deplanements this year. 5. Better than one of every three visitors (34.3) are in the Naples, Marco Island, Everglades area for first time, an increase over January 2012 (2012: 32.1). 6. As many as 94.4 of Collier s January visitors cite using the web as a source of information for their trip. 7. The vast majority of visitors (98.9) are satisfied with their Collier stay; 94.4 plan to return to the area. 8. The typical January 2013 visitor is younger (2012: 51.2 years of age; 2013: 50.1 years of age), and commands a reported median household income of $150,881 (2012: $149,530). ii Copyright 2013. PCD 02.18.13
Naples, Marco Island, Everglades: January 2013 Visitor Profile * Copyright 2013. PCD 02.18.13
Annual (Jan. Dec.) January H/M/C* Visitor Statistics 2011 2012 11/ 12 12/ 13 Visitors (#) 1,489,900 1,573,000 +5.6 162,000 167,000 +3.1 Room Nights 2,187,500 2,264,700 +3.5 220,900 223,200 +1.0 Direct Exp. ($) $865,184,700 $962,491,300 +11.2 $81,652,900 $88,346,300 +8.2 Total Eco. Impact ($) $1,289,990,388 $1,435,074,528 +11.2 $121,744,474 $131,724,333 +8.2 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). January Occupancy January Economic Impact $160,000,000 74.8 Jan 75.8 2012 2013 $140,000,000 $120,000,000 $100,000,000 121,744,474 40,091,574 131,724,333 43,378,033 Total Eco. Impact Indirect/Induced $80,000,000 Direct Exp. 2 4 6 8 10 $60,000,000 $40,000,000 81,652,900 88,346,300 January Room Rates $20,000,000 $0 168.7 Jan 178.3 $ 8 12 16 20 2012 2013 January Lodging Statistics 12/ 13 Occupancy 74.8 75.8 +1.3 Room Rates $168.7 $178.3 +5.7 RevPAR $126.2 $135.2 +7.1 1 Copyright 2013. PCD 02.18.13
Visitor Origins January 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida 27.4 44,388 27.6 46,092 +3.8 Southeast 6.8 11,016 6.4 10,688-3.0 Northeast 28.4 46,008 28.7 47,929 +4.2 Midwest 2 32,400 19.2 32,064-1.0 Canada 2.1 3,402 2.2 3,674 +8.0 Europe 11.1 17,982 11.6 19,372 +7.7 Markets of Opportunity 4.2 6,804 4.3 7,181 +5.5 Total 10 162,000 10 167,000 +3.1 January 2013 Visitor Origins 3,674 32,064 19,372 7,181 47,929 46,092 10,688 Florida Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright 2013. PCD - 02.18.13
Transportation Mode (Multiple Response) January 2012 January 2013 Plane 61.9 62.6 Rental Car 53.4 53.1 Personal Car 36.9 36.7 Airport Deplaned (Base: Flew) January 2012 January 2013 Southwest Florida International 65.8 66.2 Miami International 11.5 10.6 Orlando International/Sanford 9.1 8.6 Tampa International 5.0 7.7 Ft. Lauderdale International 4.9 4.7 Purpose of Trip (Multiple Response) January 2012 January 2013 Vacation/Weekend Getaway 72.7 70.2 Group Travel 33.3 37.8 Visit with Friends and Relatives 14.8 14.3 Special Events 6.5 7.1 First Visit to ( yes) January 2012 January 2013 Collier County 32.1 34.3 Florida 8.6 10.2 Length of Stay (Days) January 2012 January 2013 In Collier County 4.5 4.6 Party Size January 2012 January 2013 Number of People 2.2 2.3 Party Composition (Multiple Response) January 2012 January 2013 Couple 51.6 50.4 Family 20.4 21.3 Single 17.6 15.3 Business Associates 7.1 6.1 Group of Couples 7.2 5.3 Extended Family 3.8 4.8 Group of Friends 2.3 4.1 7 6 5 4 3 2 1 7 6 5 4 3 2 1 Days 5.0 4.0 3.0 2.0 1.0 65.8 66.2 11.5 Transportation 61.9 62.6 53.4 53.1 36.9 36.7 Plane Rental Car Personal Car Airport Deplaned 10.6 9.1 8.6 5.0 7.7 4.9 4.7 SW FL Miami Orlando Tampa Ft. Laud. Length of Stay in Collier County (Days) 4.5 4.6 Days in Collier 3 Copyright 2013. PCD 02.18.13
Did Party Have Lodging Reservations for Stay January 2012 January 2013 Yes 94.0 94.5 Satisfaction with Collier County January 2012 January 2013 Very Satisfied 84.5 84.0 Satisfied 12.9 14.9 Satisfaction Level (Combined) 97.4 98.9 Recommend Collier to Friends/Relatives January 2012 January 2013 Yes 94.6 94.2 Activities Enjoyed in Area (Multiple Response) January 2012 January 2013 Dining Out 69.8 71.3 Beach 64.2 65.4 Relaxing 58.3 55.5 Pool 36.5 38.9 Shopping 35.6 38.2 Sightseeing 19.1 24.0 Visiting with Friends/Relatives 22.8 23.8 Enjoying Nature/Bird Watching/Everglades 18.7 22.9 Walking 18.1 20.2 Reading 18.5 18.9 Swimming 13.1 17.8 Art Galleries/Shows/Fairs 13.8 12.1 Bars/Nightlife 11.5 12.1 Golfing 9.8 11.4 Museums 12.8 9.8 Expense Relative to Expectations January 2012 January 2013 More Expensive 14.7 16.6 Less Expensive 3.3 2.8 As Expected 79.0 78.2 10 8 6 4 2 97.4 98.9 94.6 Satisfied Shopping Satisfied/Recommend Pool Relaxing Beach Dining Out Recommend 94.2 Activities Enjoyed in Area (Top Five) 2013 2012 38.2 35.6 38.9 36.5 55.5 58.3 65.4 64.2 71.3 69.8 Demographics January 2012 January 2013 Average Age Head of Household (Years) 51.2 50.1 Median Annual Household Income $149,530 $150,881 2 4 6 8 4 Copyright 2013. PCD 02.18.13
Plan to Return ( Yes) January 2012 January 2013 To Local Area 93.5 94.4 Collier Base Budget January 2012 January 2013 Total $1,108.86 $1,216.75 Per Person/Trip 504.03 529.02 Per Person/Day 112.01 115.01 Area Information Seen/Read/Heard January 2012 January 2013 Yes 56.6 58.5 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) January 2012 January 2013 Yes 53.7 52.9 Why Chose the Area (Multiple Response) January 2012 January 2013 Beach Area 52.6 50.9 Weather 51.1 50.3 Business/Meeting/Conference 33.0 38.0 Previous Experience 38.3 36.3 Relaxing 38.9 35.2 Outdoor Recreation/Nature 26.1 31.7 Not Crowded 33.5 31.0 Quiet/Peaceful/Laid Back 27.7 28.6 Recommendation 30.4 27.0 Never Been 24.3 25.1 Quality of Accommodations 23.0 20.1 Appealing Brochures/Websites 19.3 19.0 Restaurants 2 18.1 Internet Use January 2012 January 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) 91.3 94.4 Book Reservations for Trip Online (Yes) 61.5 68.9 6 4 2 10 8 6 4 2 Seen/Read/Heard 6 5 4 3 2 1 56.6 58.5 Yes Plan to Return 93.5 94.4 To Local Area Why Chose Area (Top Four) 52.6 50.9 51.1 50.3 6 4 2 Beach Weather Bus/Conf/ Mtg 38.0 38.3 36.3 33.0 Info. Influenced Prev. Exp. 53.7 52.9 Yes 5 Copyright 2013. PCD 02.18.13
Employment Data: 2011-2012 * Copyright 2013. PCD 02.18.13
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile January 2013 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 2012 25,000 24,000 2011 23,000 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 24,200 23,000 21,500 20,300 20,000 20,800 21,800 23,600 24,500 2012 25,500 26,000 26,200 25,800 24,400 22,700 21,900 21,100 21,200 22,500 24,700 25,600 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector. 1 Copyright 2013. PCD 02.18.13