April 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 April 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 May 29, 2012 www.klagesgroup.com

Naples, Marco Island, Everglades: April 2012 Summary Executive Summary: April 2012 1. This April, some 121,300 visitors stayed in Collier lodgings (+5.4), and visitor spending reached $158.2 million dollars (+1). Importantly, RDS estimates are inclusive of the County s condominium and vacation rental inventory. The industry s key performance statistics are as follows. April Occupancy 76.1 78.0 +2.5 ADR $217.1 $223.3 +2.9 RevPAR $165.2 $174.2 +5.4 2. Reflecting the cyclical nature of Collier tourism, our management index signals a decrease in three-month forwardlooking reservations. of Properties (April) Reporting Reservations: Up 37.8 27.6 The Same 21.6 34.5 Down 35.1 24.1 3. This April, the Naples, Marco Island, Everglades area attracted visitors from the following feeder markets: April Visitation Visitor # Visitor # Florida 37,177 37,846 +1.8 Southeast 6,791 5,822-14.3 Northeast 25,552 28,506 +11.6 Midwest 21,409 23,775 +11.1 Canada 3,683 4,609 +25.1 Europe 14,848 16,254 +9.5 Mkts. of Opp. 5,640 4,488-20.4 Total 115,100 121,300 +5.4 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 Research Data Services, Inc. - i - April 2012 Visitor Profile Copyright 2012. PCD - 05.21.12

Naples, Marco Island, Everglades: April 2012 Summary 4. Fully 60.2 of April visitors fly to reach the destination (2011: 63.4). Southwest Florida International remains the primary airport of choice (2011: 68.8; 2012: 64.2). Traffic via the Tampa, Fort Lauderdale, and Orlando International airports also show significant usage growth. 5. Two of every five April visitors (42.5) are visiting the destination for the first time a significant increase over April 2011 (2011: 40.6). 6. The Internet has become a ubiquitous source of consumer information -- 95.0 of Collier s visitors gather data for their trip on the Internet. 7. The overwhelming majority (93.2) of April patrons are satisfied with their stay and 92.8 are planning a return trip. 8. April visitors are on average 46.8 years of age; the typical travel party reports a median household income of $143,789. Research Data Services, Inc. - ii - April 2012 Visitor Profile Copyright 2012. PCD - 05.21.12

April 2012 Visitor Profile Naples, Marco Island, Everglades Naples, Marco Island, Everglades: April 2012 Visitor Profile Research Data Services, Inc. - * - April 2012 Visitor Profile Copyright 2012 PCD 05.21.12

April 2012 Visitor Profile Naples, Marco Island, Everglades Visitor Annual Year to Date April Volume 2011 11/ 12 11/ 12 Visitors (#) 1,489,900 626,800 672,800 +7.3 115,100 121,300 +5.4 Room Nights 2,187,500 890,100 942,600 +5.9 198,600 203,000 +2.2 Direct Exp. ($) $865,184,700 $411,736,500 $466,612,600 +13.3 $96,455,000 $106,100,500 +1 $ 20 15 10 5 April Economic Impact (in Millions) 158.2 143.8 Visitor YTD # of Visitors April # of Visitors Origin 11/ 12 Rel 2011 Rel 2012 11/ 12 Florida 173,654 171,417-1.3 32.3 37,177 31.2 37,846 +1.8 Southeast 43,789 42,090-3.9 5.9 6,791 4.8 5,822-14.3 Northeast 176,574 183,742 +4.1 22.2 25,552 23.5 28,506 +11.6 Midwest 126,330 141,131 +11.7 18.6 21,409 19.6 23,775 +11.1 Canada 15,337 22,296 +45.4 3.2 3,683 3.8 4,609 +25.1 Europe 61,676 81,497 +32.1 12.9 14,848 13.4 16,254 +9.5 Markets of Opp. 29,440 30,627 +4.0 4.9 5,640 3.7 4,488-20.4 Total 626,800 672,800 +7.3 10 115,100 10 121,300 +5.4 Occupancy Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Occ. 2010 68.0 81.6 83.3 75.8 62.3 57.8 60.7 43.7 41.1 58.8 60.6 58.9 Occ. 2011 66.4 83.8 89.1 76.1 66.5 61.3 63.7 5 48.7 60.5 68.3 65.4 Occ. 2012 74.8 86.6 92.2 78.0 Pts. ( 11/ 12) +8.4 +2.8 +3.1 +1.9 ADR 2010 $162.5 $229.9 $235.8 $205.1 $145.9 $129.5 $107.4 $94.8 $101.5 $114.4 $121.7 $161.4 ADR 2011 159.1 233.1 240.6 217.1 150.1 134.2 112.1 102.4 103.0 116.6 126.5 174.7 ADR 2012 168.7 253.8 260.1 223.3 ( 11/ 12) +6.0 +8.9 +8.1 +2.9 RevPAR 2010 $110.5 $187.6 $196.4 $155.5 $90.9 $74.9 $65.2 $41.4 $41.7 $67.3 $73.8 $95.1 RevPAR 2011 105.6 195.3 214.4 165.2 99.8 82.3 71.4 51.2 50.2 70.5 86.4 114.3 RevPAR 2012 126.2 219.8 239.8 174.2 ( 11/ 12) +19.5 +12.5 +11.8 +5.4 Research Data Services, Inc. - 1 - April 2012 Visitor Profile Copyright 2012. PCD 05.18.12 April April Visitor Origins 2012 4,488 16,254 FL 5,640 37,845 SE 4,609 14,848 37,177 NE 3,683 2011 MW 23,775 21,409 CAN 6,791 EUR 25,552 5,822 MO 28,506 Occupancy 66.4 74.8 83.8 86.6 89.1 92.2 10 8 76.1 78.0 6 4 2 January February March April Room Rates $ 30 253.8 260.1 233.1 240.6 25 217.1 223.3 20 159.1 168.7 15 10 5 January February March April

April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Transportation Mode (Multiple Response) Plane 63.4 60.2 Rental Car 53.8 51.2 Personal Car 36.6 37.5 Airport Deplaned (Base: Flew) Southwest Florida International 68.8 64.2 Miami International 14.0 11.2 Fort Lauderdale International 3.8 7.6 Orlando International/Sanford 5.2 7.4 Tampa International 3.4 4.2 Purpose of Trip (Multiple Response) Vacation/Weekend Getaway 75.4 83.6 Group Travel N/A 22.6 Visit with Friends and Relatives 12.7 9.2 First Visit to Collier County ( Yes) 40.6 42.5 First Visit to Florida ( Yes) 4.9 6.4 Length of Stay in Collier County (# of days) 4.7 days 4.9 days Party Size (# of People) 2.6 people 2.7 people 7 6 5 4 3 2 1 7 6 5 4 3 2 1 63.4 60.2 Transportation 53.8 51.2 36.6 37.5 Plane Rental Car Personal Car 68.8 64.2 Airport Deplaned 14.0 11.2 3.8 7.6 5.2 7.4 3.4 4.2 SW FL Miami Ft. Laud Orlando Tampa Length of Stay in Collier County (Days) Party Composition (Multiple Response) Couple 44.5 46.4 Family 34.8 33.8 Single 11.8 12.1 Group of Friends 5.7 4.9 Did Party Have Lodging Reservations for Stay ( Yes) 97.3 97.2 Days 5.0 4.0 3.0 2.0 1.0 4.7 4.9 Days In Collier Research Data Services, Inc. - 2 - April 2012 Visitor Profile Copyright 2012. PCD 05.21.12

April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Satisfaction with Collier County Very Satisfied 86.6 89.1 Satisfied 5.8 4.1 Satisfaction Level (Very Satisfied + Satisfied) 92.4 93.2 Recommend Collier to Friends/Relatives Yes 91.0 93.7 10 8 6 4 2 Satisfied/Recommend 92.4 93.2 91.0 93.7 Activities Enjoyed in Area (Multiple Response) Satisfied Recommend Beach 74.1 75.0 Dining Out 75.1 74.6 Relaxing 59.8 60.3 Activities Enjoyed in Area (Top Five) Pool 46.6 50.7 Shopping 35.9 44.8 Swimming 35.6 33.5 Sightseeing 21.0 27.7 Reading 24.3 26.0 Sunning 21.6 23.0 Visiting with Friends/Relatives 20.9 22.4 Enjoying Nature/Bird Watching/Everglades 13.2 18.5 Walking 11.7 15.8 Golfing 8.5 11.4 75.0 Beach 74.1 74.6 Dining Out 75.1 60.3 Relaxing 59.8 50.7 Pool 46.6 44.8 Shopping 35.9 2 4 6 8 10 Research Data Services, Inc. - 3 - April 2012 Visitor Profile Copyright 2012. PCD 05.21.12

April 2012 Visitor Profile -- Naples, Marco Island, Everglades April 2011 April 2012 Expense Relative to Expectations More Expensive 7.1 7.3 Less Expensive 1.9 2.5 As Expected 82.9 85.8 Plan to Return ( Yes) To Local Area 89.8 92.8 Next Year (Base: Return to Local Area) 68.8 60.4 Collier Base Budget Total $2,178.82 $2,350.50 Per Person/Trip 838.01 870.56 Per Person/Day 178.30 177.67 10 8 6 4 2 Plan to Return 89.8 92.8 68.8 60.4 To Local Area Next Year See/Hear/Read Message Influenced by Message Avg. Party Budget Breakdown Accommodations $849.06 $914.44 Food/Entertainment 802.56 833.65 Retail 361.50 374 Average Age Head of Household (Years) 46.9 46.8 Median Annual Household Income $140,282 $143,789 See/Read/Hear Collier Message ( Yes) 45.7 47.3 Type of Message Seen (Multiple Response) Internet 78.3 83.4 Television 26.1 27.2 Newspaper 24.5 23.4 Magazine 20.5 19.7 Travel Guides/Visitor Guides/Brochures 9.4 11.1 Influenced by Collier Message (Base: Respondents Reporting See/Read/Hear Message) 35.6 38.4 Internet Use (2012) Use the Internet to Get Travel Information for This Trip ( Yes) 95.0 Book Reservations for Trip Online ( Yes) 68.1 5 4 3 2 1 10 8 6 4 2 45.7 47.3 Yes Type of Message Seen (Top Five) 78.3 83.4 4 3 2 1 35.6 Yes 26.127.2 24.5 23.4 20.5 19.7 38.4 9.4 11.1 Web T.V. Newspaper Magazine TG/VG/ Brochure Research Data Services, Inc. - 4 - April 2012 Visitor Profile Copyright 2012. PCD 05.21.12

April 2012 Visitor Profile -- Naples, Marco Island, Everglades Employment Data: 2010 2011 Research Data Services, Inc. - * - April 2012 Visitor Profile Copyright 2012. PCD 05.21.12

April 2012 Visitor Profile -- Naples, Marco Island, Everglades Collier Direct Leisure and Hospitality Employment * 26,000 25,000 Monthly Direct Leisure and Hospitality Employment 24,000 23,000 22,000 21,000 2011 2010 20,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2010 23,222 23,749 24,031 23,766 22,265 20,752 19,621 19,118 19,225 20,783 22,410 23,116 2011 24,391 24,930 25,317 24,953 23,704 22,188 21,111 20,986 21,121 2010 2011 * Source: Florida Department of Economic Opportunity, Labor Market Information, Quarterly Census of Employment and Wages Program (QCEW), Collier County Leisure and Hospitality Sector. 2011 Third Quarter Data Released March 28, 2012. Research Data Services, Inc. - 1 - April 2012 Visitor Profile Copyright 2012. PCD 05.21.12