Naples, Marco Island, Everglades Convention and Visitors Bureau November 2012 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 November 2012 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 December 2012

Naples, Marco Island, Everglades: November 2012 Summary Executive Summary: November 2012 1. This November, 123,500 visitors stayed in Collier lodgings (+4.5). Travelers spent $67.6 million in the destination, with a total economic impact of $100.9 million (+10.5). Key performance statistics are as follows: November Occupancy 68.3 69.6 +1.9 ADR $126.5 $138.6 +9.6 RevPAR $86.4 $96.5 +11.7 2. Over half of property managers (55.9) indicate that their three month forward reservation levels are better than this time last year: of Properties (Nov.) Reporting Reservations: Up 53.1 55.9 The Same 25.0 35.2 Down 15.6 3.8 3. This November, the Naples, Marco Island, Everglades area saw significant growth in its European and Floridian markets. November s visitor origin distribution is as follows: Nov. Visitation Visitor # Visitor # Florida 46,216 49,030 +6.1 Southeast 8,392 8,151-2.9 Northeast 12,766 12,721-0.4 Midwest 19,267 19,513 +1.3 Canada 4,019 4,322 +7.5 Europe 23,640 25,564 +8.1 Mkts. of Opp. 3,900 4,199 +7.7 Total 118,200 123,500 +4.5 Opportunity Markets (Exploratory) AK CA WA OR NV 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 2012. PCD 12.14.12

Naples, Marco Island, Everglades: November 2012 Summary 4. Three of every five visitors (58.0) flew to reach the destination this November (2011: 58.2). Southwest Florida International (RSW) is the airport of choice for some 57.7 of these travelers (2011: 53.6), while Miami International garners 27.0 of related deplanements this year. 5. Two of every five visitors (42.5) are in the Naples, Marco Island, Everglades area for first time this November (2011: 42.8). 6. The Internet is the most dominant element in consumers travel planning. As many as 91.5 cite using the web as a source of information for their trip. 7. The vast majority (96.2) find their stay to be satisfying and some 88.4 plan to return to the area. 8. On average, November 2012 visitors are slightly younger (2011: 47.4 years of age; 2012: 47.2 years of age), and have a reported median household income of $161,718 (2011: $162,991). ii Copyright 2012. PCD 12.14.12

Year-to-Date (Jan. Nov.) November H/M/C* Visitor Statistics 11/ 12 11/ 12 Visitors (#) 1,367,900 1,446,600 +5.8 118,200 123,500 +4.5 Room Nights 2,012,100 2,085,500 +3.6 177,200 179,600 +1.4 Direct Exp. ($) $786,084,800 $876,335,800 +11.5 $61,200,400 $67,644,700 +10.5 Total Eco. Impact ($) $1,172,052,437 $1,306,616,678 +11.5 $91,249,796 $100,858,248 +10.5 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). November Occupancy November Economic Impact 68.3 Nov 69.6 2011 2012 $120,000,000 $100,000,000 $80,000,000 91,249,796 30,049,396 100,858,248 33,213,548 Total Eco. Impact Indirect/Induced $60,000,000 Direct Exp. 2 4 6 8 10 $40,000,000 61,200,400 67,644,700 November Room Rates $20,000,000 $0 126.5 Nov 138.6 $ 8 10 12 14 16 2011 2012 November Lodging Statistics 11/ 12 Occupancy 68.3 69.6 +1.9 Room Rates $126.5 $138.6 +9.6 RevPAR $86.4 $96.5 +11.7 1 Copyright 2012. PCD 12.14.12

Visitor Origins November 2012 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 11/ 12 Florida 39.1 46,216 39.7 49,030 +6.1 Southeast 7.1 8,392 6.6 8,151-2.9 Northeast 10.8 12,766 10.3 12,721-0.4 Midwest 16.3 19,267 15.8 19,513 +1.3 Canada 3.4 4,019 3.5 4,322 +7.5 Europe 2 23,640 20.7 25,564 +8.1 Markets of Opportunity 3.3 3,900 3.4 4,199 +7.7 Total 10 118,200 10 123,500 +4.5 November 2012 Visitor Origins 4,199 Florida 4,322 25,564 49,030 Southeast Northeast Midwest Canada 19,513 12,721 8,151 Europe Mkts. of Opp. 2 Copyright 2012. PCD - 12.14.12

Transportation Mode (Multiple Response) November 2011 November 2012 Plane 58.2 58.0 Rental Car 49.6 52.1 Personal Car 40.6 41.6 Airport Deplaned (Base: Flew) November 2011 November 2012 Southwest Florida International 53.6 57.7 Miami International 29.2 27.0 Orlando International/Sanford 5.9 5.6 Ft. Lauderdale International 2.8 4.3 Tampa International 5.8 3.1 Purpose of Trip (Multiple Response) November 2011 November 2012 Vacation/Weekend Getaway 61.3 64.6 Group Travel N/A 37.7 Special Events 8.8 12.9 Visit with Friends and Relatives 13.4 12.7 First Visit to ( yes) November 2011 November 2012 Collier County 42.8 42.5 Florida 5.2 5.8 Length of Stay (Days) November 2011 November 2012 In Collier County 4.5 4.4 Party Size November 2011 November 2012 Number of People 2.3 2.2 Party Composition (Multiple Response) November 2011 November 2012 Couple 57.1 58.9 Family 28.7 29.9 Business Associates 8.3 8.9 Single 5.5 8.7 Group of Friends 5.0 4.3 Group of Couples 5.6 3.5 6 5 4 3 2 1 7 6 5 4 3 2 1 Days 5.0 4.0 3.0 2.0 1.0 Transportation 58.2 58.0 49.6 52.1 40.6 41.6 Plane Rental Car Personal Car Airport Deplaned 57.7 53.6 29.2 27.0 5.9 5.6 5.8 2.8 4.3 3.1 SW FL Miami Orlando Ft. Laud. Tampa Length of Stay in Collier County (Days) 4.5 4.4 Days in Collier 3 Copyright 2012. PCD 12.14.12

Did Party Have Lodging Reservations for Stay November 2011 November 2012 Yes 90.9 89.7 Satisfaction with Collier County November 2011 November 2012 Very Satisfied 79.5 83.3 Satisfied 16.0 12.9 Satisfaction Level (Combined) 95.5 96.2 Recommend Collier to Friends/Relatives November 2011 November 2012 Yes 93.3 94.5 Activities Enjoyed in Area (Multiple Response) November 2011 November 2012 Beach 62.9 69.2 Dining Out 53.3 57.2 Relaxing 41.6 43.3 Shopping 34.3 36.6 Sunsets 26.4 30.1 Sunning 26.9 26.8 Pool 19.2 23.5 Sightseeing 22.9 23.1 Walking 17.1 23.1 Enjoying Nature/Bird Watching/Everglades 18.1 22.6 Swimming 17.0 19.7 Visiting with Friends/Relatives 15.3 15.7 Reading 12.9 10.3 Expense Relative to Expectations November 2011 November 2012 More Expensive 10.7 8.4 Less Expensive 2.4 2.5 As Expected 78.8 82.6 Demographics November 2011 November 2012 Average Age Head of Household (Years) 47.4 47.2 Median Annual Household Income $162,991 $161,718 10 8 6 4 2 Satisfied/Recommend 95.5 96.2 93.3 Satisfied Sunsets Shopping Relaxing Dining Out Beach Recommend 26.4 34.3 43.3 41.6 94.5 Activities Enjoyed in Area (Top Five) 2012 2011 30.1 36.6 57.2 53.3 69.2 62.9 2 4 6 8 4 Copyright 2012. PCD 12.14.12

Plan to Return ( Yes) November 2011 November 2012 To Local Area 87.7 88.4 Collier Base Budget November 2011 November 2012 Total $1,190.87 $1,205.00 Per Person/Trip 517.77 547.73 Per Person/Day 115.06 124.48 Avg. Party Budget Breakdown November 2011 November 2012 Accommodations $538.57 $558.16 Food/Entertainment 505.33 506.51 Retail 134.74 138.46 10 8 6 4 2 Plan to Return 87.7 88.4 To Local Area Area Information Seen/Read/Heard November 2011 November 2012 Yes 57.8 60.1 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) November 2011 November 2012 Yes 36.8 38.5 Why Chose the Area (Multiple Response) November 2011 November 2012 Beach Area 50.3 54.7 Weather 54.0 54.1 Quiet/Peaceful/Laid Back 39.4 45.2 Relaxing 44.1 43.8 Business/Meeting/Conference 34.0 38.0 Not Crowded 35.3 37.7 Quality of Accommodations 36.9 35.6 Previous Experience 30.1 31.4 Outdoor Recreation/Nature 27.3 30.1 Recommendation 25.3 25.7 Never Been 25.4 25.2 Shopping 18.8 20.4 Internet Use (2012) November 2012 Use Internet to Obtain Travel Info for This Trip ( Yes) 91.5 Book Reservations for Trip Online (Yes) 76.7 8 6 4 2 $600 $500 $400 $300 $200 Seen/Read/Heard $100 $0 57.8 60.1 Yes 6 4 2 Budget Breakdown 538.57 558.16 505.33 506.51 134.74 Accomm Food/Ent Retail Info. Influenced 36.8 38.5 Yes 138.46 5 Copyright 2012. PCD 12.14.12

Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile November 2012 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25,000 24,000 2011 23,000 2012 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 22,700 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector. 1 Copyright 2012. PCD 12.14.12