Charlotte County 2017 Summer Tourism Presented to: Charlotte Harbor Visitor and Convention Bureau Research Data Services, Inc. November 2017
Summer Season April September 2017 Research Data Services, Inc. 11.28.17 2
Key Visitor Metrics (Apr. Sep. 2017) (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Estimated Number of Visitors 2016: 203,900 people 2017: 215,800 people +5.8% Estimated Direct Expenditures 2016: $167,681,200 2017: $181,112,300 +8.0% Total Economic Impact 2016: $255,713,800 2017: $276,196,300 +8.0% Research Data Services, Inc. 11.28.17 3
Key Visitor Metrics (Apr. Sep. 2017) (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Average Immediate Party Size Average Length of Stay in Charlotte Average Party Budget 2016: 3.0 people 2017: 3.1 people 2016: 6.2 nights 2017: 6.3 nights 2016: $2,467.12 2017: $2,601.71 Research Data Services, Inc. 11.28.17 4
Visitor Origin Distribution (Apr. Sept. 2017) Summer 2016 Summer 2017 10.3 6.0 Florida 2.8 47.5 13.2 Southeast Northeast Midwest Canada 9.8 6.3 Florida Southeast 3.0 Northeast 13.9 48.3 Midwest Canada 14.9 5.3 Europe Other U.S. 14.2 4.5 Europe Other U.S. Research Data Services, Inc. 11.28.17 5
Visitor Origin Markets Summer 2016 Summer 2017 Δ % Florida 96,850 104,230 +7.6 Southeast 10,810 9,710-10.2 Northeast 30,380 30,640 +0.9 Midwest 26,920 30,000 +11.4 Canada 5,710 6,470 +13.3 Europe 21,000 21,150 +0.7 US Opp Markets 12,230 13,600 +11.2 Apr. Sep. 203,900 215,800 +5.8 Research Data Services, Inc. 11.28.17 6
Top Domestic DMA s (Apr. Sep. 2017) Rank Order 2016 Rank Order 2017 Tampa/St. Petersburg 1 1 Greater Orlando Area 2 2 New York 5 3 Boston 4 4 Cleveland 11 5 Pittsburgh 9 6 Miami/Ft. Lauderdale -- 7 Cincinnati 7 8 Chicago 6 9 Ft. Myers/Naples 3 10 Research Data Services, Inc. 11.28.17 7
Smith Travel Research Occupancy Occupancy Charlotte County ADR 2016 2017 Δ % 2016 2017 Δ % April 66.7% 72.4% +8.7% $91.53 $93.34 +2.0% May 60.2 66.7 +10.9 83.17 86.60 +4.1 June 55.7 60.5 +8.5 80.42 82.62 +2.7 July 57.4 58.9 +2.6 81.38 81.71 +0.4 August 49.9 54.3 +8.9 77.30 79.34 +2.6 September 51.7 70.9* +31.7 78.43 88.33 +12.6 Apr. - Sep. Average 56.9% 64.0% +12.5% $82.04 $85.32 +4.0% * September 2017 occupancy metrics reflect the impacts of Hurricane Irma. Research Data Services, Inc. 11.28.17 8
Purpose of Trip (Multiple Response) Summer 2016 Summer 2017 Vacation/Getaway 89.6% 87.4% To Visit with Friends/Family 25.1 21.6 Family Events 10.9 10.2 Business/Meeting 9.1 8.9 A Fishing Trip 8.9 7.1 A Boating Trip 4.9 5.3 Research Data Services, Inc. 11.28.17 9
Types of Websites Consulted for Travel Information (Multiple Response) Summer 2016 Summer 2017 Hotel Websites 49.1% 46.9% Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 46.9 45.5 Destination Sites 48.4 44.9 Airline Websites 32.7 35.1 Rental Car Websites 27.9 32.0 Mapping Sites (i.e., Map Quest, Google Maps, etc.) 29.6 31.9 Booking Sites (i.e., Travelocity, Expedia, etc.) 33.2 31.6 Restaurant Websites 24.5 27.3 Social Networking Sites (i.e., Facebook, Twitter, Pinterest, etc.) 17.6 21.4 Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.) 16.1 18.2 Research Data Services, Inc. 11.28.17 10
Booked Travel Arrangements on the Internet for Trip (Prompted) Summer 2016 Summer 2017 31.7 28.6 68.3 71.4 Yes No/Don't Know Yes No/Don't Know Research Data Services, Inc. 11.28.17 11
Charlotte Messaging Summer 2016 Summer 2017 Seen/Read/Heard Charlotte Message 45.6% 48.3% Influenced (Base: Resp. who saw/read/heard msg.) 74.4 75.8 Research Data Services, Inc. 11.28.17 12
How Visitors Travel to Charlotte 70.0 60.0 57.8 56.4 50.0 40.0 41.9 42.5 37.2 36.1 30.0 20.0 10.0 0.0 Personal Car Fly Rental Car Summer 2016 Summer 2017 Research Data Services, Inc. 11.28.17 13
Airports Deplaned (Visitors who flew) 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 37.1 36.3 29.328.1 Tampa Intl SW FL (RSW) Orlando/ Sanford Intl 8.6 9.8 8.8 9.5 Punta Gorda Summer 2016 Summer 2017 6.2 4.3 Miami Intl Research Data Services, Inc. 11.28.17 14
Repeat Charlotte County Visitation 100 90 80 70 60 50 40 30 20 10 0 73.9 72.7 26.1 27.3 Summer 2016 Summer 2017 First Time Repeat Research Data Services, Inc. 11.28.17 15
How First Learn About Charlotte (Multiple Response) Summer 2016 Summer 2017 Recommendation 57.6% 62.0% Internet 39.5 42.8 Brochure/Visitor Guide 11.8 13.7 Magazine/News Story 9.5 8.4 Research Data Services, Inc. 11.28.17 16
Type of Lodging Used 60.0 50.0 40.0 50.5 49.5 30.0 20.0 26.0 22.7 23.8 24.6 10.0 0.0 Hotel/Motel/ Resort/Campground Beach House/Vacation Rental Condominium/ Timeshare Summer 2016 Summer 2017 Research Data Services, Inc. 11.28.17 17
Party Composition (Multiple Response) 60.0 50.0 40.0 30.0 51.5 55.6 48.0 44.7 Traveling with Children/Young Adults: Summer 2016: 36.9% Summer 2017: 38.4% 20.0 10.0 0.0 11.0 Family Couple With Friends Single Group of Couples 9.5 8.0 6.6 5.1 3.6 Summer 2016 Summer 2017 Research Data Services, Inc. 11.28.17 18
Activities Enjoyed in Area (Multiple Response) Summer 2016 Summer 2017 Dining Out 84.7% 85.8% Beach 82.5 81.8 Relaxing 83.3 81.3 Walking on the Beach 72.5 75.6 Swimming 69.9 72.1 Shopping 55.7 55.9 Pool 57.4 55.6 Reading 54.9 53.7 Shelling 50.4 52.7 Fishing 38.3 40.3 Bars/Drinking Places 28.7 31.4 Visiting with Friends/Relatives 30.6 27.4 Research Data Services, Inc. 11.28.17 19
Satisfaction/Plan to Return 100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 96.0 96.8 84.5 83.4 11.5 13.4 Summer 2016 Summer 2017 94.6% of Summer 2017 visitors plan to return to the area (Summer 2016: 92.6%). Combined Very Satisfied Satisfied Research Data Services, Inc. 11.28.17 20
Demographics Summer 2016 Summer 2017 Average Age 50.9 years 51.1 years Median Household Income $96,943 $97,906 Research Data Services, Inc. 11.28.17 21
Charlotte Comments Research Data Services, Inc. 11.28.17 22
Charlotte Comments Most amazing trip you will ever be on: better food, sunnier, more spacious. You have to come here. Feels like you're on vacation by yourself. The fishing is good. You will catch lots of fish. Quaint harbor town. You have the bay on one side, beach on the other, quiet and relaxing. Warm weather, not too busy, not too pricey. An easy, close getaway, but it's like a different world. Weather is great, people are nice, it's not crazy, not too expensive, safe for the kids. Relaxing, clean, colorful. Sort of stumbled on paradise. Everything is close by, not isolated. Love the golfing. Undiscovered part of Florida. Nice, lively, interesting, unique boutiques. Clean. Every place we go people are happy/friendly. Very relaxing, home away from home, laid-back, nobody's in a hurry. It was definitely a sanctuary, stress free and very relaxing, along with good food and great weather! One of the most beautiful places I've been. And yes, I know Florida in the middle of July is very hot. I loved every minute of it. I truly feel at home and grounded with my feet in the ocean. There was plenty to keep us busy, but enough quiet time to enjoy our visit. Research Data Services, Inc. 11.28.17 23
Thank You!!