Naples, Marco Island, Everglades Convention and Visitors Bureau January 2018 Visitor Profile

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 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 February 2018

Naples, Marco Island, Everglades: January 2018 Summary Executive Summary: January 2018 1. This January, some 186,100 visitors stayed in Collier s commercial lodgings (+1.9)*. Their visits contributed an estimated $180,192,300 of economic impact to the County (+4.9). Key performance metrics are as follows: January ** Occupancy 77.3 83.4 +7.9 ADR $230.9 $248.3 +7.5 RevPAR $178.5 $207.1 +16.0 * Available records suggest that approximately 660 lodging units were closed in January 2018 due to the impact of Hurricane Irma and ongoing restorations. ** Based on units available to be rented. 35.0 30.0 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 Key Collier Visitation Metrics (Δ) 1/15 3/15 5/15 7/15 9/15 11/15 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 Change Visitors Change RevPar RevPar Visitors 20.0 15.0 10.0 5.0 0.0-5.0-10.0-15.0-20.0 Key Collier Visitation Metrics (Δ) 1/15 3/15 5/15 7/15 9/15 11/15 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 Change Occupancy Change ADR OCC ADR i Copyright 2018. PCD-1 2.19.18

Naples, Marco Island, Everglades: January 2018 Summary 2. Compared to last January, three out of every five (62.5) Collier lodging managers report their three month forward reservations levels as up. of Properties (January) Reporting Reservations: Up 27.5 62.5 Same 52.7 33.3 Down 19.8 4.2 3. Collier s January visitation originates from the following primary market segments: 2018 January Visitation Visitor # Florida 57,877 +6.0 Southeast 11,910 +16.5 Northeast 49,503-0.7 Midwest 31,637-1.6 Canada 3,164-8.8 Europe 23,262-4.9 West 8,747 +11.4 Total 186,100 +1.9 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 January, six out of every ten of the destination s visitor parties flew (2017: 64.4; 2018: 63.5). A majority of these (68.4) deplaned at RSW, with Miami capturing some 12.8 of deplanements. 5. This January, visitor party size averaged 2.4 travelers who stayed for 3.1 nights in the Naples, Marco Island, Everglades area (2017: 2.3 people; 3.2 nights). ii Copyright 2018. PCD-1 2.19.18

Naples, Marco Island, Everglades: January 2018 Summary 6. Some 39.9 of Collier s January visitors are in the destination for the first time. 7. Fully 92.9 consult the web for trip information, with some 79.1 making bookings for their trip online. 8. The vast majority (95.0) are satisfied with their Collier stay, with 91.1 planning a future trip to the area. 9. The typical January visitor is 51.8 years of age (2017: 51.4 years). iii Copyright 2018. PCD-1 2.19.18

Calendar Year (January December) January H/M/C + Visitor Statistics 2016 2017 16/ 17 * 17/ 18 Visitors (#) 1,793,700 1,774,800-1.1 182,600 186,100 +1.9 Room Nights 2,429,700 2,364,300-2.7 229,400 232,700 +1.4 Direct Exp. ($) $1,328,627,700 $1,373,918,000 +3.4 $115,244,300 $120,853,300 +4.9 Total Eco. Impact ($) $1,980,983,800 $2,048,511,800 +3.4 $171,829,300 $180,192,300 +4.9 + Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) January Economic Impact January Occupancy $200,000,000 $180,000,000 171,829,300 180,192,300 Jan. 77.3 83.4 2017 2018 $160,000,000 $140,000,000 $120,000,000 $100,000,000 56,585,000 59,339,000 Total Eco. Impact Indirect/Induced Direct Exp. $80,000,000 $60,000,000 115,244,300 120,853,300 30 40 50 60 70 80 90 $40,000,000 $20,000,000 January Room Rates $0 January Jan. 230.9 248.3 2017 2018 Lodging Statistics ** 17/ 18 Occupancy 77.3 83.4 +7.9 Room Rates $230.9 $248.3 +7.5 RevPAR $178.5 $207.1 +16.0 $ 100 125 150 175 200 225 250 * Available records suggest that approximately 660 units were closed in January 2018 due to the impact of Hurricane Irma and ongoing restorations. ** Based on units available to be rented. 1 Copyright 2018. PCD-1 2.19.18

Visitor Origins January 2018 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 17/ 18 Florida 29.9 54,597 31.1 57,877 +6.0 Southeast 5.6 10,226 6.4 11,910 +16.5 Northeast 27.3 49,850 26.6 49,503-0.7 Midwest 17.6 32,138 17.0 31,637-1.6 Canada 1.9 3,469 1.7 3,164-8.8 Europe 13.4 24,468 12.5 23,262-4.9 Other 4.3 7,852 4.7 8,747 +11.4 Total 100.0 182,600 100.0 186,100 +1.9 January 2018 Visitor Origins 3,164 31,637 23,262 8,747 49,503 57,877 11,910 Florida Southeast Northeast Midwest Canada Europe Other 2 Copyright 2018. PCD-1 2.19.18

Transportation Mode (Multiple Response) January 2017 January 2018 Plane 64.4 63.5 Rental Car 61.1 60.4 Personal Car 35.4 36.2 Airport Deplaned (Base: Flew) January 2017 January 2018 Southwest Florida International 67.1 68.4 Miami International 15.1 12.8 Ft. Lauderdale International 6.9 7.7 Orlando International/Sanford 5.2 5.8 Tampa International 3.7 4.7 Purpose of Trip (Multiple Response) January 2017 January 2018 Vacation/Weekend Getaway 76.2 74.3 Group Travel 35.5 37.4 Visit with Friends and Relatives 13.8 12.5 Special Event 8.0 9.1 First Visit to ( yes) January 2017 January 2018 Collier County 41.1 39.9 Florida 6.5 5.0 Length of Stay (Days) January 2017 January 2018 In Collier County 4.2 4.1 70 60 50 40 30 20 10 0 70 60 50 40 30 20 10 0 Days 5.0 4.0 64.4 63.5 67.168.4 Transportation 61.1 60.4 Plane Rental Car Personal Car Airport Deplaned (Top Four) 15.112.8 6.9 7.7 5.2 5.8 SW FL Miami Ft. Lauderdale Length of Stay in Collier County (Days) 4.2 4.1 35.4 36.2 Orlando Party Size January 2017 January 2018 Number of People 2.3 2.4 3.0 2.0 Days in Collier 3 Copyright 2018. PCD-1 2.19.18

Party Composition (Multiple Response) January 2017 January 2018 Couple 62.2 61.6 Family 20.0 23.2 Single 12.7 14.3 Extended Family 5.6 4.4 Group of Friends 3.3 1.7 Did Party Have Lodging Reservations for Stay January 2017 January 2018 Yes 92.8 93.8 Expense Relative to Expectations January 2017 January 2018 More Expensive 21.0 22.9 Less Expensive 1.4 1.3 As Expected 69.8 66.5 70 60 50 40 30 20 10 0 100 80 Party Composition (Top Five) 62.2 61.6 20.0 23.2 12.7 14.3 Couple Family Single Satisfied/Recommend 95.5 95.0 92.8 92.2 Satisfaction with Collier County January 2017 January 2018 60 Very Satisfied 93.1 91.0 Satisfied 2.4 4.0 Satisfaction Level (Combined) 95.5 95.0 40 Satisfied Recommend Plan to Return Recommend Collier to Friends/Relatives January 2017 January 2018 Yes 92.8 92.2 Plan to Return ( Yes) January 2017 January 2018 To Local Area 92.2 91.1 100 80 60 92.2 91.1 To Local Area 4 Copyright 2018. PCD-1 2.19.18

Activities Enjoyed in Area (Multiple Response) January 2017 January 2018 Dining Out 76.7 79.1 Beach 65.9 67.9 Relaxing 50.9 52.6 Shopping 40.7 43.5 Pool 44.5 42.8 Sunsets 26.4 28.4 Walking 22.6 26.0 Reading 22.2 25.0 Sunning 23.8 24.8 Visiting with Friends/Relatives 24.4 23.3 Sightseeing 19.7 22.3 Enjoying Nature/Bird Watching/Everglades 25.8 21.0 Art Galleries/Shows/Fairs 16.8 20.8 Bars/Nightlife 15.6 17.4 Museums 15.4 16.9 Swimming 14.4 12.5 Golfing 11.0 10.7 Demographics January 2017 January 2018 Average Age Head of Household (Years) 51.4 51.8 Median Annual Household Income $153,915 $154,514 Collier Base Budget January 2017 January 2018 Total $1,451.59 $1,558.56 Per Person/Stay 631.13 649.40 Per Person/Day 150.27 158.39 $ 1,600 1,400 1,200 1,000 800 600 400 200 0 Activities Enjoyed in Area (Top Five) Dining Out Beach Relaxing Shopping Pool 2018 2017 52.6 50.9 43.5 40.7 42.8 44.5 79.1 76.7 67.9 65.9 0 25 50 75 100 Collier Base Budgets 1,559 1,452 Total Party Budget 631 649 Per Person/ Stay 150 158 Per Person/ Day 5 Copyright 2018. PCD-1 2.19.18

Area Information Seen/Read/Heard January 2017 January 2018 Yes 59.0 61.3 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) January 2017 January 2018 Yes 60.7 59.1 Why Chose the Area (Multiple Response) January 2017 January 2018 Beach Area 56.0 53.7 Weather 54.3 50.5 Quiet/Peaceful/Laid Back 36.7 36.2 Business/Meeting/Conference 33.4 35.6 Relaxing 32.2 35.0 Previous Experience 31.6 33.6 Outdoor Recreation/Nature 32.2 30.9 Never Been 30.1 27.4 Restaurants 25.2 26.4 Appealing Brochures/Websites 24.4 25.4 Not Crowded 28.1 24.1 Recommendation 24.7 22.6 Quality of Accommodations 22.8 20.9 60 40 20 0 Seen/Read/Heard 100 90 80 70 60 50 59.0 61.3 Yes 93.5 92.9 Use Web for Travel Info This Trip 45 30 15 0 Internet Use 76.0 Info. Influenced 79.1 Book Reserv for Trip Online 60.7 59.1 Yes Internet Use January 2017 January 2018 Use Internet to Obtain Travel Info for This Trip ( Yes) 93.5 92.9 Book Reservations for Trip Online (Yes) 76.0 79.1 6 Copyright 2018. PCD-1 2.19.18

Monthly Direct Leisure and Hospitality Employment 30,000 29,000 28,000 27,000 26,000 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 25,000 24,000 23,000 22,000 21,000 20,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2017 28,400 28,100 28,700 29,000 27,400 25,600 25,000 24,500 23,200 26,400 27,800 29,200 2016 29,000 29,700 29,700 29,000 27,500 25,900 25,100 24,800 24,900 25,500 26,900 27,900 2015 27,700 28,400 28,600 27,900 26,300 24,800 23,800 23,800 24,000 25,600 27,900 28,700 2014 26,900 27,600 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900 2013 25,600 26,400 26,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26,300 2017 2015 2016 2014 2013 * Source: Florida Department of Economic Opportunity/U.S. Department of Labor. 1 Copyright 2018 PCD-1 2.19.18

Southwest Florida International Airport (RSW) Passenger Traffic 1,300,000 CY 2013: 7.64 million (+3.9) 1,200,000 CY 2014: 7.97 million (+4.4) 1,100,000 CY 2015: 8.37 million (+5.0) 1,000,000 2018 CY 2016: 8.60 million (+2.8) RSW Total Passenger Traffic 900,000 800,000 700,000 600,000 500,000 CY 2017: 8.84 million (+2.8) CY 2018 to Date: 966 thousand (+8.2) 2017 2016 2015 2014 2013 400,000 300,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2018 965,981 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 1,269,961 900,594 606,833 492,413 484,074 431,729 391,844 550,316 727,634 840,501 2015 854,953 906,039 1,181,382 902,669 602,891 481,512 492,114 454,360 404,045 535,921 720,556 835,359 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 2013 755,232 827,147 1,115,937 815,978 576,713 473,208 467,946 414,303 338,175 478,376 639,047 735,739. 2 Copyright 2018 PCD-1 2.19.18