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 September 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 October 2013
Naples, Marco Island, Everglades: September 2013 Summary Executive Summary: September 2013 1. Over 75,000 Collier visitors stayed in commercial lodgings in September (2012: 73,500; 2013: 76,300). Their total economic impact added better than $56 million to the County s economy (+8.9). Tourism s key performance metrics are as follows: September Occupancy 49.7 54.0 +8.7 ADR $108.7 $104.9-3.5 RevPAR $54.0 $56.6 +4.8 2. Fully 92.9 of hotel managers report their property s three month forward reservations as better or the same when compared to September 2012. 3. September s primary visitor origins are as follows: of Properties (September) Reporting Reservations: Up 37.9 5 Same 41.4 42.9 Down 13.8 3.6 Sept. Visitation Visitor # Visitor # Florida 33,737 35,556 +5.4 Southeast 4,410 4,883 +10.7 Northeast 8,085 8,011-0.9 Midwest 6,688 6,562-1.9 Canada 1,176 1,450 +23.3* Europe 15,950 16,099 +0.9 Mkts. of Opp. 3,454 3,739 +8.3 Total 73,500 76,300 +3.8 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 * Note: High growth percent due to small visitor numbers i Copyright 2013. PCD 10.14.13
Naples, Marco Island, Everglades: September 2013 Summary 4. Half of September s visitors (50.8) flew to reach the area. Fully 54.0 of these deplaned at RSW, while Miami captured some 23.9 of deplanements. 5. Fully 35.4 of Collier s September visitors are in the area for the first time (2012: 37.9). 6. The typical visitor party includes an average of 2.3 travelers who stay for 4.5 days in the Naples, Marco Island, Everglades area. 7. The vast majority of September visitors (91.9) use the web for trip information, with three of every four (75.5) making bookings for their trip online. 8. Satisfaction is a critical factor in word of mouth recommendation. Fully 97.1 of visitors are satisfied with their Collier stay and 88.4 plan a return trip to the area. 9. September 2013 visitors are younger (2012: 47.0 years of age; 2013: 46.2 years of age), and report a median household income of $142,055 (2012: $146,471). ii Copyright 2013. PCD 10.14.13
Naples, Marco Island, Everglades: September 2013 Visitor Profile * Copyright 2013. PCD 10.14.13
Year-to-Date (Jan. Sep.) September ** H/M/C * Visitor Statistics 12/ 13 12/ 13 Visitors (#) 1,200,000 1,255,500 +4.6 73,500 76,300 +3.8 Room Nights 1,739,900 1,799,100 +3.4 131,200 136,100 +3.7 Direct Exp. ($) $746,632,700 $827,716,700 +10.9 $34,833,100 $37,918,800 +8.9 Total Eco. Impact ($) $1,113,229,356 $1,234,125,600 +10.9 $51,936,152 $56,536,931 +8.9 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo) ** The Ritz Carlton Beach Resort is closed for renovations from July 25, 2013 October 1, 2013 P September Occupancy September Economic Impact 49.7 Sep. 54.0 2 4 6 8 10 2012 2013 $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000 51,936,152 17,103,052 56,536,931 18,618,131 Total Eco. Impact Indirect/Induced Direct Exp. $20,000,000 34,833,100 37,918,800 September Room Rates $10,000,000 $0 Sep. 108.7 104.9 2012 2013 September Lodging Statistics 12/ 13 Occupancy 49.7 54.0 +8.7 $ 2 4 6 8 1012 Room Rates $108.7 $104.9-3.5 RevPAR $54.0 $56.6 +4.8 1 Copyright 2013. PCD 10.14.13
Visitor Origins September 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida 45.9 33,737 46.6 35,556 +5.4 Southeast 6.0 4,410 6.4 4,883 +10.7 Northeast 11.0 8,085 10.5 8,011-0.9 Midwest 9.1 6,688 8.6 6,562-1.9 Canada 1.6 1,176 1.9 1,450 +23.3 * Europe 21.7 15,950 21.1 16,099 +0.9 Markets of Opportunity 4.7 3,454 4.9 3,739 +8.3 Total 10 73,500 10 76,300 +3.8 September 2013 Visitor Origins * Note: High growth percent due to small visitor numbers 3,739 Florida 16,099 Southeast Northeast 1,450 6,562 8,011 4,883 35,556 Midwest Canada Europe Mkts. of Opp. 2 Copyright 2013. PCD - 10.14.13
Transportation Mode (Multiple Response) September 2012 September 2013 Plane 51.8 50.8 Personal Car 46.6 48.5 Rental Car 45.8 42.7 Airport Deplaned (Base: Flew) September 2012 September 2013 Southwest Florida International 56.4 54.0 Miami International 21.7 23.9 Orlando International/Sanford 10.3 8.6 Ft. Lauderdale International 4.0 6.1 Tampa International 4.7 5.3 Purpose of Trip (Multiple Response) September 2012 September 2013 Vacation/Weekend Getaway 78.5 79.7 Group Travel 28.8 24.1 Special Event 9.9 9.0 Visit with Friends and Relatives 8.3 8.7 Wedding/Honeymoon 5.6 5.7 First Visit to ( yes) September 2012 September 2013 Collier County 37.9 35.4 Florida 5.0 5.7 Length of Stay (Days) September 2012 September 2013 In Collier County 4.6 4.5 Party Size September 2012 September 2013 Number of People 2.4 2.3 Party Composition (Multiple Response) September 2012 September 2013 Couple 58.8 6 Family 30.4 29.1 Single 8.6 9.8 Group of Friends 7.0 8.1 Did Party Have Lodging Reservations for Stay September 2012 September 2013 Yes 87.3 90.2 6 5 4 3 2 1 6 5 4 3 2 1 Days 6.0 5.0 4.0 3.0 2.0 1.0 51.8 56.4 54.0 21.7 Transportation Airport Deplaned 23.9 50.8 48.5 46.6 45.8 Plane Personal Car Rental Car 10.3 8.6 4.0 6.1 4.7 5.3 SW FL Miami Orlando Ft. Laud. Tampa Length of Stay in Collier County (Days) 4.6 4.5 Days in Collier 42.7 3 Copyright 2013. PCD 10.14.13
Satisfaction with Collier County September 2012 September 2013 Very Satisfied 88.4 86.2 Satisfied 5.8 10.9 Satisfaction Level (Combined) 94.2 97.1 Recommend Collier to Friends/Relatives September 2012 September 2013 Yes 93.3 92.8 Activities Enjoyed in Area (Multiple Response) September 2012 September 2013 Beach 81.5 82.9 Dining Out 71.0 73.5 Relaxing 56.0 60.5 Shopping 33.5 37.3 Pool 33.5 36.9 Sunsets 24.3 27.9 Sightseeing 28.9 27.1 Swimming 24.1 25.7 Sunning 24.0 23.3 Walking 21.1 22.1 Enjoying Nature/Bird Watching/Everglades 17.7 20.3 Reading 17.8 20.1 Canoeing/Kayaking 10.2 13.5 Art Galleries/Shows/Fairs 11.8 13.2 Expense Relative to Expectations September 2012 September 2013 More Expensive 8.0 14.1 Less Expensive 1.9 2.8 As Expected 84.8 77.5 Demographics September 2012 September 2013 Average Age Head of Household (Years) 47.0 46.2 Median Annual Household Income $146,471 $142,055 Plan to Return ( Yes) September 2012 September 2013 To Local Area 88.9 88.4 10 10 8 6 8 4 6 2 4 2 Pool Shopping Relaxing Dining Out Beach Satisfied/Recommend 89.8 91.4 94.2 97.1 93.3 Satisfied To Local Area Activities Enjoyed in Area (Top Five) 2013 2012 36.9 33.5 37.3 33.5 Recommend 60.5 56.0 73.5 71.0 82.9 81.5 2 4 6 810 92.8 4 Copyright 2013. PCD 10.14.13
Collier Base Budget September 2012 September 2013 Total $1,137.40 $1,143.03 Per Person/Trip 473.92 496.97 Per Person/Day 103.03 110.44 Area Information Seen/Read/Heard September 2012 September 2013 Yes 53.2 55.4 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) September 2012 September 2013 Yes 55.6 54.3 10 8 6 4 2 Seen/Read/Heard Plan to Return 88.9 88.4 To Local Area Info. Influenced Why Chose the Area (Multiple Response) September 2012 September 2013 Beach Area 61.9 62.2 Relaxing 46.4 49.2 Previous Experience 43.6 45.9 Quiet/Peaceful/Laid Back 47.2 44.9 Weather 44.4 40.9 Not Crowded 38.1 33.3 Shopping N/A 32.4 Quality of Accommodations 34.3 29.8 Outdoor Recreation/Nature 30.1 28.4 Convenient Location 23.0 24.3 Restaurants 27.0 24.0 Never Been 23.9 23.2 Recommendation 22.6 20.6 Internet Use September 2012 September 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) 91.6 91.9 Book Reservations for Trip Online (Yes) 78.8 75.5 6 4 2 10 8 6 4 2 53.2 55.4 Yes 91.6 Internet Use 91.9 Use Web for Travel Info This Trip 6 4 2 78.8 75.5 Book Reserv for Trip Online 55.6 54.3 Yes 5 Copyright 2013. PCD 10.14.13
Employment Data: 2011-2013 * Copyright 2013. PCD 10.14.13
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile September 2013 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25,000 2012 24,000 23,000 2013 2011 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 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24,200 2012 25,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25,200 2013 25,500 26,300 26,700 26,200 24,700 23,200 22,700 22,600 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (09-20-13). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright 2013. PCD 10.14.13