March 2012 Visitor Profile - PDF Free Download

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 March 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 April 30, 2012 www.klagesgroup.com

Naples, Marco Island, Everglades: March 2012 Summary Executive Summary: March 2012 1. This March, a record 213,200 visitors stayed in Collier lodging accommodations (+5.0). Visitor spending reached $156.1 million dollars (+12.0). These metrics are mirrored in the industry s statistics as follows. Importantly, RDS s estimates are inclusive of the County s condominium and vacation rental inventory. Statistics Occupancy 89.1 92.2 +3.5 ADR $240.6 $260.1 +8.1 RevPAR $214.4 $239.8 +11.8 2. RDS s management index, however, shows a moderate decrease in the proportion of properties reporting higher levels of three-month forward-looking reservations: of Properties Reporting Reservations: Up 35.7 31.6 The Same 17.9 44.7 Down 25.0 15.8 3. The Naples, Marco Island, Everglades area attracted significantly more visitors from the Midwest and its International feeder markets this March. Specifically: March Visitation Visitor # Visitor # Florida 53,186 51,807-2.6 Southeast 16,037 14,498-9.6 Northeast 58,261 58,630 +0.6 Midwest 44,457 47,757 +7.4 Canada 3,654 5,117 +4 Europe 16,646 24,518 +47.3 Mkts. of Opp. 10,759 10,873 +1.1 Total 203,000 213,200 +5.0 Opportunity Markets (Exploratory) Research Data Services, Inc. - i - March 2012 Visitor Profile Copyright 2012. PCD - 04.20.12 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

Naples, Marco Island, Everglades: March 2012 Summary 4. Better than two-thirds (68.1) of March visitors flew to reach the destination (2011: 66.0). Although Southwest Florida International remains the primary airport of choice (2011: 73.5; 2012: 67.4), this March, Collier saw increased traffic via the Miami, Fort Lauderdale, and Orlando International airports. 5. One of every three March visitors (34.2) has not previously visited the destination an increase over March 2011 (2011: 31.3). 6. Fully 94.9 of Collier s visitors use the Internet to gather information for their trip. Specific web resources mentioned include: Accommodation websites (45.0), Airline websites (37.3), TripAdvisor (31.3), Destination websites (28.6), Expedia (16.7), Orbitz (11.8), Travelocity (1). Facebook, Twitter, and YouTube are increasingly mentioned by visitors, with some 15.8 volunteering these social media sites as sources of information for their trip. 7. The overwhelming majority (96.8) of March patrons are satisfied with their stay and fully 90.8 are planning a return trip. 8. March visitors average 51.9 years of age and the typical travel party commands a median household income of $148,363. Research Data Services, Inc. - ii - March 2012 Visitor Profile Copyright 2012. PCD - 04.20.12

March 2012 Visitor Profile Naples, Marco Island, Everglades Naples, Marco Island, Everglades: March 2012 Visitor Profile Research Data Services, Inc. - * - March 2012 Visitor Profile Copyright 2012 PCD 04.20.12

March 2012 Visitor Profile Naples, Marco Island, Everglades Visitor Annual Year to Date March Volume 2011 11/ 12 11/ 12 Visitors (#) 1,489,900 511,700 551,500 +7.8 203,000 213,200 +5.0 Room Nights 2,187,500 691,500 739,600 +7.0 270,700 276,300 +2.1 Direct Exp. ($) $865,184,700 $315,281,500 $360,512,100 +12.9 $139,385,900 $156,064,500 +12.0 Visitor YTD # of Visitors March # of Visitors Origin 11/ 12 Rel 2011 Rel 2012 11/ 12 Florida 136,477 133,571-2.1 26.2 53,186 24.3 51,807-2.6 Southeast 36,998 36,268-2.0 7.9 16,037 6.8 14,498-9.6 Northeast 151,022 155,236 +2.8 28.7 58,261 27.5 58,630 +0.6 Midwest 104,921 117,356 +11.9 21.9 44,457 22.4 47,757 +7.4 Canada 11,654 17,687 +51.8 1.8 3,654 2.4 5,117 +4 Europe 46,828 65,243 +39.3 8.2 16,646 11.5 24,518 +47.3 Markets of Opp. 23,800 26,139 +9.8 5.3 10,759 5.1 10,873 +1.1 Total 511,700 551,500 +7.8 10 203,000 10 213,200 +5.0 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 Pts. ( 11/ 12) +8.4 +2.8 +3.1 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 ( 11/ 12) +6.0 +8.9 +8.1 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 ( 11/ 12) +19.5 +12.5 +11.8 Research Data Services, Inc. - 1 - March 2012 Visitor Profile Copyright 2012. PCD 04.20.12 March Economic Impact (in Millions) $ 207.8 232.7 25 20 15 10 5 March March Visitor Origins 2012 10,873 24,518 51,807 FL 10,759 5,117 16,646 SE 53,186 3,654 NE 2011 MW 44,457 47,757 16,037 14,498 CAN EUR 58,261 MO 58,630 Occupancy 83.8 86.6 89.1 92.2 10 74.8 8 66.4 6 4 2 January February March Room Rates $ 30 253.8 260.1 233.1 240.6 25 20 159.1 168.7 15 10 5 January February March

March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 2012 Transportation Mode (Multiple Response) Plane 66.0 68.1 Rental Car 57.4 62.6 Personal Car 34.0 31.9 Airport Deplaned (Base: Flew) Southwest Florida International 73.5 67.4 Miami International 7.5 9.8 Fort Lauderdale International 5.8 9.1 Orlando International/Sanford 4.6 6.7 Tampa International 2.7 3.1 Purpose of Trip (Multiple Response) Vacation/Weekend Getaway 76.0 77.9 Group Travel N/A 29.6 Visit with Friends and Relatives 9.4 11.7 First Visit to Collier County ( Yes) 31.3 34.2 First Visit to Florida ( Yes) 5.7 6.7 Length of Stay in Collier County (# of days) 4.2 days 4.4 days Party Size (# of People) 2.5 people 2.6 people 7 6 5 4 3 2 1 8 7 6 5 4 3 2 1 66.0 68.1 Transportation 57.4 62.6 34.0 Plane Rental Car Personal Car 73.5 67.4 Airport Deplaned 7.5 9.8 5.8 9.1 4.6 6.7 31.9 2.7 3.1 SW FL Miami Ft. Laud Orlando Tampa Party Composition (Multiple Response) Couple 48.8 51.1 Family 32.1 33.1 Single 8.9 7.5 Group of Friends 4.9 5.0 Did Party Have Lodging Reservations for Stay ( Yes) 96.5 97.1 Satisfaction with Collier County Very Satisfied 87.1 86.6 Satisfied 8.6 10.2 Satisfaction Level (Very Satisfied + Satisfied) 95.7 96.8 Days 5.0 4.0 3.0 2.0 1.0 Length of Stay in Collier County (Days) 4.2 4.4 Days In Collier Research Data Services, Inc. - 2 - March 2012 Visitor Profile Copyright 2012. PCD 03.20.12

March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 2012 Recommend Collier to Friends/Relatives Yes 93.0 94.7 Activities Enjoyed in Area (Multiple Response) Dining Out 72.5 75.8 Beach 72.1 74.7 Relaxing 68.2 70.7 Pool 56.1 56.7 Shopping 41.1 44.8 Swimming 26.4 3 Sightseeing 23.9 27.7 Reading 21.6 26.0 Sunning 20.8 23.0 Visiting with Friends/Relatives 24.2 21.7 Walking 16.2 18.8 Enjoying Nature/Bird Watching/Everglades 14.8 18.1 Sunsets 14.0 17.2 Shelling N/A 15.0 Golfing 10.3 14.8 Art Galleries/Shows/Fairs N/A 14.3 Canoeing/Kayaking N/A 11.7 Bars/Nightlife 12.2 1 Performing Arts N/A 9.2 Why Chose the Area (2012) (Multiple Response) Beach 57.5 Weather 45.7 Previous Experience 43.3 Recommendation 36.7 Quiet/Peaceful/Laid Back 29.6 Relaxing 29.3 Business/Meeting/Conference 29.0 Outdoor Recreation/Nature 26.0 Quality of Accommodations 22.9 Never Been/Wanted to Try Something New 2 Not Crowded 19.3 Restaurants 19.1 Appealing Brochures/Websites 17.1 Satisfied/Recommend 95.7 96.8 93.0 94.7 10 8 6 4 2 Satisfied Recommend Activities Enjoyed in Area (Top Five) 75.8 Dining Out 72.5 74.7 Beach 72.1 70.7 Relaxing 68.2 56.7 Pool 56.1 44.8 Shopping 41.1 2 4 6 8 10 Research Data Services, Inc. - 3 - March 2012 Visitor Profile Copyright 2012. PCD 03.20.12

March 2012 Visitor Profile -- Naples, Marco Island, Everglades March 2011 March 2012 Expense Relative to Expectations More Expensive 11.1 10.6 Less Expensive N/A 0.8 As Expected 83.4 83.9 Don t Know 5.5 4.7 10 8 86.3 Plan to Return 90.8 71.6 71.9 Plan to Return ( Yes) To Local Area 86.3 90.8 Next Year (Base: Return to Local Area) 71.6 71.9 6 4 2 Collier Base Budget Total $1,716.56 $1,903.22 Per Person/Trip 686.63 732.01 Per Person/Day 163.48 166.37 Avg. Party Budget Breakdown Accommodations $780.35 $886.53 Food/Entertainment 621.45 668.78 Retail 246.66 257.48 Average Age Head of Household (Years) 51.2 51.9 Median Annual Household Income $146,604 $148,363 To Local Area See/Hear/Read Message 5 4 3 2 1 46.0 42.2 Next Year Influenced by Message 4 3 2 1 36.4 34.2 See/Read/Hear Collier Message ( Yes) 42.2 46.0 Yes Yes Type of Message Seen (Multiple Response) Internet 79.1 81.6 Television 22.1 26.3 Magazine 22.9 21.1 Travel Guides/Visitor Guides/Brochures 9.6 12.4 Newspaper 11.3 8.7 Influenced by Collier Message (Base: Respondents Reporting See/Read/Hear Message) 34.2 36.4 Internet Use (2012) Use the Internet to Get Travel Information for This Trip ( Yes) 94.9 Book Reservations for Trip Online ( Yes) 66.3 10 8 6 4 2 Type of Message Seen (Top Five) 79.1 81.6 22.1 26.3 22.9 21.1 Web T.V. Magazine TG/VG/ Brochure 9.6 12.4 11.3 8.7 Newspaper Research Data Services, Inc. - 4 - March 2012 Visitor Profile Copyright 2012. PCD 03.20.12

Monthly Direct Leisure and Hospitality Employment March 2012 Visitor Profile -- Naples, Marco Island, Everglades Collier Direct Leisure and Hospitality Employment * 26,000 25,000 24,000 23,000 2010 22,000 2011 21,000 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 - March 2012 Visitor Profile Copyright 2012. PCD 04.20.12