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 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 April 22, 2013
Naples, Marco Island, Everglades: March 2013 Summary Executive Summary: March 2013 1. In March, the total economic impact to Collier lodging visitation (219,500 visitors) injected almost $262 million into the County s economy (+12.6). Specifically, key tourism performance metrics are: March Occupancy 92.2 93.4 +1.3 ADR $260.1 $288.3 +10.8 RevPAR $239.8 $269.3 +12.3 2. Better than two of every five property managers (45.2) report three month forward reservations improved over last year: of Properties (Mar.) Reporting Reservations: Up 31.6 45.2 The Same 44.7 36.5 Down 15.8 13.2 3. Lead by growth in its core Northeastern and Midwestern markets, the Area draws from the following origin segments: Mar. Visitation Visitor # Visitor # Florida 51,807 52,241 +0.8 Southeast 14,498 13,170-9.2 Northeast 58,630 61,021 +4.1 Midwest 47,757 50,485 +5.7 Canada 5,117 5,707 +11.5 Europe 24,518 25,023 +2.1 Mkts. of Opp. 10,873 11,853 +9.0 Total 213,200 219,500 +3.0 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 i Copyright 2013. PCD 04.15.13
Naples, Marco Island, Everglades: March 2013 Summary 4. Two thirds (66.7) used air transportation to reach Collier this March, with a majority (68.2) deplaning at Southwest Florida International (RSW). Miami International captured some 10.7 of deplanements this year. 5. Nearly two of every five visitors (37.2) are for the first time in the Area, a significant increase over March 2012 (2012: 34.2). 6. This month s visitors stay for an average of 4.5 days. The typical party size is 2.5. 7. Fully 94.0 of Collier s March visitors use the web for trip information. 8. The majority (96.1) are satisfied with their Collier stay, with 91.7 of these planning to return to the area (2012: 90.8). 9. March 2013 visitors are slightly younger (2012: 51.9 years of age; 2013: 50.7 years of age), and report a median household income of $152,100 (2012: $148,363). ii Copyright 2013. PCD 04.15.13
Naples, Marco Island, Everglades: March 2013 Visitor Profile * Copyright 2013. PCD 04.15.13
Year-to-Date (Jan. Mar.) March H/M/C* Visitor Statistics 12/ 13 12/ 13 Visitors (#) 551,500 569,600 +3.3 213,200 219,500 +3.0 Room Nights 739,600 758,000 +2.5 276,300 285,200 +3.2 Direct Exp. ($) $360,512,100 $398,095,900 +10.4 $156,064,500 $175,696,600 +12.6 Total Eco. Impact ($) $537,523,541 $593,560,987 +10.4 $232,692,170 $261,963,631 +12.6 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). March Occupancy March Economic Impact 92.2 Mar 93.4 2012 2013 $300,000,000 $250,000,000 $200,000,000 232,692,170 76,627,670 261,963,631 86,267,031 Total Eco. Impact Indirect/Induced $150,000,000 Direct Exp. 2 4 6 8 10 $100,000,000 156,064,500 175,696,600 March Room Rates $50,000,000 $0 260.1 Mar 288.3 $ 10 14 18 22 26 30 2012 2013 March Lodging Statistics 12/ 13 Occupancy 92.2 93.4 +1.3 Room Rates $260.1 $288.3 +10.8 RevPAR $239.8 $269.3 +12.3 1 Copyright 2013. PCD 04.15.13
Visitor Origins March 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida 24.3 51,807 23.8 52,241 +0.8 Southeast 6.8 14,498 6.0 13,170-9.2 Northeast 27.5 58,630 27.8 61,021 +4.1 Midwest 22.4 47,757 23.0 50,485 +5.7 Canada 2.4 5,117 2.6 5,707 +11.5 Europe 11.5 24,518 11.4 25,023 +2.1 Markets of Opportunity 5.1 10,873 5.4 11,853 +9.0 Total 10 213,200 10 219,500 +3.0 March 2013 Visitor Origins 11,853 Florida 5,707 25,023 52,241 Southeast Northeast 50,485 61,021 13,170 Midwest Canada Europe Mkts. of Opp. 2 Copyright 2013. PCD - 04.15.13
Transportation Mode (Multiple Response) March 2012 March 2013 Plane 68.1 66.7 Rental Car 62.6 59.0 Personal Car 31.9 33.4 Airport Deplaned (Base: Flew) March 2012 March 2013 Southwest Florida International 67.4 68.2 Miami International 9.8 10.7 Ft. Lauderdale International 9.1 8.8 Orlando International/Sanford 6.7 6.9 Tampa International 3.1 3.5 Purpose of Trip (Multiple Response) March 2012 March 2013 Vacation/Weekend Getaway 77.9 79.2 Group Travel 29.6 27.8 Visit with Friends and Relatives 11.7 12.8 First Visit to ( yes) March 2012 March 2013 Collier County 34.2 37.2 Florida 6.7 7.8 Length of Stay (Days) March 2012 March 2013 In Collier County 4.4 4.5 Party Size March 2012 March 2013 Number of People 2.6 2.5 Party Composition (Multiple Response) March 2012 March 2013 Couple 51.1 55.2 Family 33.1 29.6 Single 7.5 6.9 Group of Friends 5.0 4.0 Did Party Have Lodging Reservations for Stay March 2012 March 2013 Yes 97.1 98.4 7 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 68.1 66.7 62.6 59.0 31.9 33.4 Plane Rental Car Personal Car Airport Deplaned 2012 67.4 68.2 2013 9.8 10.7 9.1 8.8 6.7 6.9 3.1 3.5 SW FL Miami Ft. Laud. Orlando Tampa Length of Stay in Collier County (Days) 4.4 4.5 Days in Collier 3 Copyright 2013. PCD 04.15.13
Satisfaction with Collier County March 2012 March 2013 Very Satisfied 86.6 84.0 Satisfied 10.2 12.1 Satisfaction Level (Combined) 96.8 96.1 Recommend Collier to Friends/Relatives March 2012 March 2013 Yes 94.7 93.1 Activities Enjoyed in Area (Multiple Response) March 2012 March 2013 Dining Out 75.8 76.9 Beach 74.7 75.3 Relaxing 70.7 72.2 Pool 56.7 54.6 Shopping 44.8 46.7 Swimming 3 34.5 Sightseeing 27.7 32.1 Reading 26.0 28.6 Sunning 23.0 24.2 Visiting with Friends/Relatives 21.7 23.7 Enjoying Nature/Bird Watching/Everglades 18.1 22.1 Walking 18.8 21.8 Sunsets 17.2 19.0 Shelling 15.0 14.3 Golfing 14.8 13.9 Art Galleries/Shows/Fairs 14.3 13.3 Bars/Nightlife 1 13.3 Canoeing/Kayaking 11.7 9.8 Expense Relative to Expectations March 2012 March 2013 More Expensive 10.6 13.7 Less Expensive 0.8 1.6 As Expected 83.9 80.6 Demographics March 2012 March 2013 Average Age Head of Household (Years) 51.9 50.7 Median Annual Household Income $148,363 $152,100 10 8 6 4 2 Shopping Pool Relaxing Beach Dining Out Satisfied/Recommend 96.8 96.1 94.7 93.1 Satisfied Recommend Activities Enjoyed in Area (Top Five) 2013 2012 46.7 44.8 54.6 56.7 2 4 6 8 72.2 70.7 75.3 74.7 76.9 75.8 4 Copyright 2013. PCD 04.15.13
Plan to Return ( Yes) March 2012 March 2013 To Local Area 90.8 91.7 Collier Base Budget March 2012 March 2013 Total $1,903.22 $2,001.09 Per Person/Trip 732.01 800.44 Per Person/Day 166.37 177.87 Area Information Seen/Read/Heard March 2012 March 2013 Yes 46.0 48.4 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) March 2012 March 2013 Yes 36.4 40.8 Plan to Return 90.8 91.7 10 8 6 4 2 To Local Area Seen/Read/Heard Info. Influenced Why Chose the Area (Multiple Response) March 2012 March 2013 Beach Area 57.5 54.1 Weather 45.7 47.1 Previous Experience 43.3 37.3 Recommendation 36.7 32.7 Relaxing 29.3 31.1 Quiet/Peaceful/Laid Back 29.6 29.4 Outdoor Recreation/Nature 26.0 28.5 Business/Meeting/Conference 29.0 27.2 Quality of Accommodations 22.9 25.5 Restaurants 19.1 23.5 Appealing Brochures/Websites 17.1 23.0 Never Been 2 20.9 Not Crowded 19.3 16.1 Internet Use March 2012 March 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) 94.9 94.0 Book Reservations for Trip Online (Yes) 66.3 69.7 6 4 2 6 5 4 3 2 1 46.0 48.4 6 36.4 4 40.8 2 Yes Yes Why Chose Area (Top Four) 57.5 54.1 45.7 47.1 43.3 37.3 36.7 32.7 Beach Weather Prev. Exp. Recomm 5 Copyright 2013. PCD 04.15.13
Employment Data: 2011-2013 * Copyright 2013. PCD 04.15.13
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile March 2013 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25,000 2013 2012 24,000 23,000 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 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (03-29-13). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright 2013. PCD 04.15.13