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 2014 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. www.researchdatallc.com May 2014
Naples, Marco Island, Everglades: April 2014 Summary Executive Summary: April 2014 1. This April, some 134,500 visitors stayed in Collier s commercial lodgings. Their visit injected a total of $197,870,312 into the County s economy (+12.9). Tourism s key performance metrics are as follows: April Occupancy 81.4 83.2 +2.2 ADR $224.9 $260.6 +15.9 RevPAR $183.1 $216.8 +18.4 2. The majority of hotel managers (51.7) report their property s three month forward reservations as better when compared to April 2013. 3. April s primary visitor origins are as follows: of Properties (April) Reporting Reservations: Up 28.6 51.7 Same 46.4 31.0 Down 21.4 10.3 April Visitation Visitor # Visitor # Florida 37,996 35,239-7.3 Southeast 5,925 6,994 +18.0 Northeast 32,200 35,105 +9.0 Midwest 25,889 27,572 +6.5 Canada 4,765 5,380 +12.9 Europe 17,388 19,906 +14.5 Mkts. of Opp. 4,637 4,304-7.2 Total 128,800 134,500 +4.4 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 2014. PCD-1-05.20.14
Naples, Marco Island, Everglades: April 2014 Summary 4. The majority of April patrons (69.8) flew to reach the area. Fully 66.8 of these deplaned at RSW, while Miami captured some 14.1 of deplanements. 5. Some 45.9 of Collier s April visitors are in the area for the first time (2013: 44.1). 6. The typical visitor party includes an average of 2.7 travelers who stay for 4.9 nights in the Naples, Marco Island, Everglades area. 7. Most April visitors (97.2) consult the web for trip information, with 77.1 making bookings for their trip online. 8. Fully 94.1 are satisfied with their Collier stay and 93.8 plan a future trip to the area. 9. April 2014 visitors are older (2013: 47.3 vs. 2014: 48.4), and report a higher median household income (2013: $148,231; 2014: $150,071). ii Copyright 2014. PCD-1-05.20.14
Naples, Marco Island, Everglades: April 2014 Visitor Profile * Copyright 2014. PCD-1 05.20.14
Year to Date (Jan. Apr.) April H/M/C * Visitor Statistics 13/ 14 13/ 14 Visitors (#) 698,400 726,900 +4.1 128,800 134,500 +4.4 Room Nights 969,200 995,300 +2.7 211,200 215,300 +1.9 Direct Exp. ($) $515,649,100 $571,394,300 +10.8 $117,553,200 $132,709,800 +12.9 Total Eco. Impact ($) $768,832,808 $851,948,901 k: 1.4910 $175,271,821 $197,870,312 k: 1.4910 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo) April Occupancy April Economic Impact $250,000,000 81.4 2013 $200,000,000 $175,271,821 $197,870,312 Total Eco. Impact Apr. 83.2 2014 $150,000,000 57,718,621 65,160,512 Indirect/Induced Direct Exp. 2 4 8 10 $100,000,000 $50,000,000 117,553,200 132,709,800 April Room Rates $0 224.9 Apr. 260.6 $ 8 18 28 2013 2014 April Lodging Statistics 13/ 14 Occupancy 81.4 83.2 +2.2 Room Rates $224.9 $260.6 +15.9 RevPAR $183.1 $216.8 +18.4 1 Copyright 2014. PCD-1-05.20.14
Visitor Origins April 2014 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 13/ 14 Florida 29.5 37,996 26.2 35,239-7.3 Southeast 4.6 5,925 5.2 6,994 +18.0 Northeast 25.0 32,200 26.1 35,105 +9.0 Midwest 20.1 25,889 20.5 27,572 +6.5 Canada 3.7 4,765 4.0 5,380 +12.9 Europe 13.5 17,388 14.8 19,906 +14.5 Markets of Opportunity 3.6 4,637 3.2 4,304-7.2 Total 10 128,800 10 134,500 +4.4 April 2014 Visitor Origins 4,304 Florida 5,380 27,572 19,906 35,105 35,239 6,994 Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright 2014. PCD-1-05.20.14
Transportation Mode (Multiple Response) April 2013 April 2014 Plane 66.7 69.8 Rental Car 56.7 62.2 Personal Car 33.3 28.8 Airport Deplaned (Base: Flew) April 2013 April 2014 Southwest Florida International 64.5 66.8 Miami International 12.5 14.1 Ft. Lauderdale International 7.1 6.3 Orlando International/Sanford 5.0 5.7 Tampa International 5.8 4.3 Purpose of Trip (Multiple Response) April 2013 April 2014 Vacation/Weekend Getaway 84.5 86.4 Group Travel 25.7 21.3 Visit with Friends and Relatives 12.2 14.7 First Visit to ( yes) April 2013 April 2014 Collier County 44.1 45.9 Florida 6.8 7.7 Length of Stay (Days) April 2013 April 2014 In Collier County 5.0 4.9 7 5 4 3 2 1 7 5 4 3 2 1 Transportation 66.7 69.8 62.2 56.7 33.3 28.8 Plane Rental Car Personal Car Airport Deplaned (Top Four) 64.5 66.8 12.5 14.1 7.1 6.3 5.0 5.7 SW FL Miami Ft. Laud. Orlando Party Size April 2013 April 2014 Number of People 2.6 2.7 Party Composition (Multiple Response) April 2013 April 2014 Couple 49.7 50.4 Family 3 33.3 Single 11.8 8.8 Group of Friends 6.7 5.9 Did Party Have Lodging Reservations for Stay April 2013 April 2014 Yes 94.4 96.8 Days 6.0 5.0 4.0 3.0 2.0 1.0 Length of Stay in Collier County (Days) 5.0 4.9 Days in Collier 3 Copyright 2014. PCD-1 05.20.14
Satisfaction with Collier County April 2013 April 2014 Very Satisfied 87.2 88.2 Satisfied 8.4 5.9 Satisfaction Level (Combined) 95.6 94.1 Recommend Collier to Friends/Relatives April 2013 April 2014 Yes 93.2 90.7 Activities Enjoyed in Area (Multiple Response) April 2013 April 2014 Beach 76.2 77.5 Dining Out 73.5 74.1 Relaxing 61.2 Pool 49.2 51.6 Shopping 46.2 48.2 Swimming 33.6 38.4 Sunsets -- 26.3 Sightseeing 28.4 26.0 Sunning 22.8 25.4 Enjoying Nature/Bird Watching/Everglades 22.9 23.3 Visiting with Friends/Relatives 23.4 21.2 Walking 18.1 20.3 Reading 21.8 19.0 Bars/Nightlife -- 14.7 Art Galleries/Shows/Fairs -- 12.6 Golfing 10.2 8.4 Expense Relative to Expectations April 2013 April 2014 More Expensive 13.9 18.0 Less Expensive 2.7 2.0 As Expected 81.7 76.8 Demographics April 2013 April 2014 Average Age Head of Household (Years) 47.3 48.4 Median Annual Household Income $148,231 $150,071 10 8 4 2 Shopping Pool Relaxing Dining Out Beach Satisfied/Recommend 95.6 93.2 94.1 90.7 Satisfied Activities Enjoyed in Area (Top Five) 2014 2013 Recommend 48.2 46.2 51.6 49.2 61.2 2 4 8 74.1 73.5 77.5 76.2 4 Copyright 2014. PCD-1 05.20.14
Plan to Return ( Yes) April 2013 April 2014 To Local Area 91.7 93.8 Collier Base Budget April 2013 April 2014 Total $2,372.97 $2,664.06 Per Person/Trip 912.68 986.69 Per Person/Day 182.54 201.37 Area Information Seen/Read/Heard April 2013 April 2014 Yes 49.9 49.1 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) April 2013 April 2014 Yes 4 45.1 Why Chose the Area (Multiple Response) April 2013 April 2014 Beach Area 51.0 56.0 Weather 51.2 50.3 Relaxing 32.1 38.4 Quiet/Peaceful/Laid Back 33.5 37.1 Previous Experience 35.3 34.2 Recommendation 28.5 30.2 Outdoor Recreation/Nature 26.7 29.2 Quality of Accommodations 25.0 27.6 Restaurants 27.6 26.3 Appealing Brochures/Websites 23.3 25.8 Not Crowded 20.9 25.6 Never Been 22.5 25.0 Business/Meeting/Conference 25.1 20.3 Internet Use April 2013 April 2014 Use Internet to Obtain Travel Info for This Trip ( Yes) 95.9 97.2 Book Reservations for Trip Online (Yes) 71.4 77.1 4 2 10 8 4 2 10 8 4 2 Seen/Read/Heard 49.9 49.1 Yes 95.9 Internet Use Use Web for Travel Info This Trip Plan to Return 91.7 93.8 To Local Area 4 2 97.2 71.4 77.1 Book Reserv for Trip Online Info. Influenced 4 Yes 45.1 5 Copyright 2014. PCD-1 05.20.14
Employment Data: 2011-2014 * Copyright 2014. PCD-1 05.20.14
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile April 2014 28,000 27,000 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 2014 2013 26,000 25,000 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 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24,900 2013 25,600 26,400 26,400 25,900 24,500 22,800 22,100 22,000 22,000 23,800 25,900 26,500 2014 27,100 27,900 28,000 27,300 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (05-16-14). (In first quarter of 2014, 2012 and 2013 data were revised.) 1 Copyright 2014. PCD-1-05.20.14