NATIONAL TRAVEL & TOURISM WEEK The State of Tourism 2017-18
Welcome From Snail Mail to Smart Phones Welcome has invited visitors to Florida for decades Our Brand Theme for 2018 is Love, Paradise A Welcoming Invitation to visitors to define their love for Paradise in their own special way Our Pledge is to Welcome one and all to experience Florida s Paradise Coast for themselves
From a Global Perspective The Travel Industry is in the Top 10 of employers in 49 of our 50 states and D.C. International Travel is the # 2 Export for the U.S. 1 in 9 American families depend on visitors for their livelihood 15.6 Million U.S. jobs are in hospitality & tourism Tourism is a $2.4 Trillion industry in the U.S. Source: US Travel Association 2018
Tourism In Collier County 2017 # 1 Private Sector Employer 38,000 direct & induced jobs 1 in every 10 jobs are in travel & tourism Every 47 Visitors support one tourism industry job Most Collier County travel related businesses are small, familyrun with 10 or less employees Direct Visitor Spending of $1.38 Billion Total Direct & Induced Spending of $2.048 Billion Visitor tax revenue: $130.4 million in Sales & Gas Taxes $22.5 Million in Tourist Development Tax (TDT) $992 Tax Savings to Collier Households
We ve Come a Long Way! 2003 2017 Visitors 1.3 M 1.8 M Total Spending $885.0 M $2.0 B Jobs 25,851 38,000 Average Visitor Age 47.8 48.3 Average HH Income $127 K $157 K Tax Savings to Home Owners $491 $992 TDT Revenue $8.58 M* $22.52 M* * Note: TDT 4 th % added in 2005; 5 th % added in 2017
Tourism Industry Impact Calendar Year 2017 8
Collier Tourism Metrics Calendar Year 2017 (January December) Number of Visitors Room Nights Economic Impact 1,774,800-1.1%D 2,364,300-2.7%D $2,048,511,800 +3.4%D 9
Occupancy/ADR Calendar Year 2017 (January December) Occupancy ADR 2016 2017 % D 2016 2017 % D Q1 86.1% 85.2% -1.0% $313.7 $305.9-2.5% Q2 73.1% 73.0% -0.1% $210.4 $228.7 +8.7% Q3 65.3% 63.0% -3.5% $137.6 $144.6 +5.1% October 74.7% 79.3% +6.2% $157.4 $162.5 +3.2% November 76.7% 80.7% +5.2% $170.1 $184.5 +8.5% December 74.4% 79.3% +6.6% $218.4 $243.2 +11.4% Q4 75.3% 79.8% +6.0% $182.0 $196.7 +8.1% * Hurricane Irma made landfall on September 10, 2017 10
Collier Comp Set Calendar Year 2017 (January December) Occupancy ADR RevPAR 2017 % D 2017 % D 2017 % D Naples MSA 67.6% +5.7 $220.39 +0.2 $148.97 +5.8 Naples Upscale 72.6% +4.6 $286.10 +2.2 $207.62 +6.9 Miami-Hialeah 76.7% +1.4 $188.81-0.6 $144.78 +0.8 Florida Keys 77.7% +2.6 $269.85-0.7 $209.57 +2.0 Ft. Myers 71.8% +3.0 $151.01 +1.0 $108.43 +4.0 Sarasota-Bradenton 70.3% +1.5 $142.44 +3.0 $100.15 +4.6 Clearwater 72.6% -1.3 $143.58 +6.1 $104.18 +4.7 St. Petersburg 72.4% +3.8 $149.27 +0.7 $108.04 +4.5 Palm Beach County 74.4% +3.0 $171.40 +2.7 $127.46 +5.8 Ft. Lauderdale 77.8% +0.9 $142.31 +1.8 $110.74 +2.8 Florida 73.9% +3.2 $138.06 +2.6 $101.96 +5.9 SOURCE: SMITH TRAVEL RESEARCH, INC. 11
Visitor Metrics Purpose of Trip (multi answers) 79.3% Vacation/Getaway 26.8% Group Meeting 12.9% Visiting Friends/Family 7.2% Special Events First Time Visitors 41.5% New to Collier 6.1% New to Florida Party Size 2.7 people Average Age 48.3 Median HH Income $157,000 Length of Stay 4.4 days Satisfied 95.7% Recommend 92.4% Plan to Return 91.6% Influenced by ads 47.0% Source: Research Data Services, Inc. 2018
PR & Communications Results 2017 Total Media Impressions 334,657,636 Total Advertising Value $11,853,501 Regional & National Outlets Targeted for Editorial in 2017 AAA Northeast Afar Magazine Atlanta Journal Constitution Boca Magazine Chicago Tribune Conde Nast Traveler Readers Digest Southern Living The Daily Meal USA Today Facebook Live Posts after Irma CBS This Morning Coverage of US Open Pickleball Championship How to Do Florida Artificial Reef Segment Happiest & Healthiest Community in US for 3 rd Consecutive Year Award Coverage Sources: Lou Hammond Group, CVB PR & Communications, Cision 2017-18
Sports Tourism Results Source: CVB Sports Marketing Sports Events Summary 2017 2016 % Change Number of Events 36 44 (18%) Direct Spending $14,899,178.00 $13,899,393.00 7% Economic Impact- Total Spending $21,405,634.49 4% $20,659,564.50 Participant/Spectator Room Nights 14,685 18,296 (20%)
Group Sales Results 2017 Source: IDSS & CVB Reports 2018 2013 2014 2015 2016 2017 RFP S Distributed to Partners 230 227 334 447 362 72 69 96 94 74 RFP S Booked Spending Impact of Meetings Booked $12,147,096.90 12,708,486.89 $27,786,590.02 $28,937,424.33 $15,751,813.83 Group Meeting Room Nights Booked N/A N/A 31,382 45,480 25,830
Tour & Travel Sales Source: CVB Leisure Sales 2018 Tour & Travel & Leisure Sales Results 2016 2017 Number of Travel Agent Contacts 1048 1320 Number of Tour Operator Contacts 296 216 Number of FAM s/site Visits 12 15 * Number Trade Shows Attended 23 22 * 2 more were cancelled due to IRMA
Year to Date Visitor Data 2018 January March 17
Collier Tourism Metrics YTD 2018 (January March) Number of Visitors Room Nights Economic Impact 621,000 +2.1%D 744,600-0.9%D $805,982,800 +5.9%D 18
Visitor Origins YTD 2018 (January March) # of Visitors 2018 D % Florida 151,380-0.9 Southeast 41,897 +10.7 Northeast 173,672 +1.3 Midwest 122,425 +3.8 Canada 15,087-12.4 Europe 88,411 +4.5 Other 28,128 +7.4 Total 621,000 +2.1 19
RDS Occupancy/ADR YTD 2018 (January March) Occupancy ADR 2017 2018 % D 2017 2018 % D January 77.3% 83.4% +7.9% $230.9 $248.3 +7.5% February 87.9% 93.6% +6.5% $350.5 $367.7 +4.9% March 90.3% 91.1% +0.9% $336.4 $372.0 +10.6% Q1 85.2% 89.4% +4.9% $305.9 $329.3 +7.6% 20
Collier Comp Set YTD 2018 (January March) Occupancy ADR RevPAR 2018 % D 2018 % D 2018 % D Naples MSA 80.6% +4.6 $331.10 +11.9 $266.83 +17.0 Naples Upscale 85.6% +3.5 $427.74 +14.6 $366.19 +18.6 Miami-Hialeah 85.3% +4.3 $253.66 +11.8 $216.42 +16.6 Florida Keys 86.4% +1.6 $322.02 +2.1 $278.18 +3.8 Ft. Myers 85.3% +4.5 $211.32 +8.4 $180.17 +13.2 Sarasota-Bradenton 78.5% -1.5 $181.52 +2.8 $142.50 +1.3 Clearwater 79.8% +0.8 $172.39 +5.7 $137.54 +6.5 St. Petersburg 78.1% -2.3 $174.45 +2.5 $136.20 +0.1 Palm Beach County 83.9% +0.4 $252.91 +9.5 $212.29 +9.9 Ft. Lauderdale 84.2% -0.6 $194.64 +9.5 $163.91 +8.8 SOURCE: SMITH TRAVEL RESEARCH, INC. 21
Why Visitors Choose Collier County
World Class Beach Destination 30 Miles of Pristine Beaches Soft, white, powdery sand Travel Channel named Naples as one of Top 10 Beaches in Florida Delnor-Wiggins State Park and Barefoot Beach are natural beaches and have been listed in U.S. top 10 by Dr. Beach Uncrowded, with large deserted stretches Warm, clear Gulf waters Watersports galore
A Foodie Paradise Fresh from the Gulf Seafood Stone Crab Capitol of the World (Oct. May) Gourmet International Cuisine Unique Floribbean Cuisine Craft Beer and Signature Cocktails Conde Nast Traveler s Best Food Cities
First Class Conference and Meeting Facilities J W Marriott; Ritz Carlton Beach Resort; Ritz Carlton Golf Resort; Naples Beach Hotel; Hilton Naples; Hilton Marco Island; LaPlaya Large and small conference spaces from boardrooms to expansive ballrooms Open spaces, bright/airy rooms, state of the art AV Three time Successful Meetings Pinnacle Platinum Award Winner
Golf Capitol of North America Over 90 Golf Courses Created by world s top course designers- Player, Palmer, Fazio, Norman, Nicklaus All levels of play from Scratch to Beginners #1 Golf Destination in North America by IAGTO Play where the pros play CME Group LPGA Final Tour Event- Tiburon; November Greg Norman Shark Shootout- Tiburon, December Chubb Classic- Champions Tour- Twin Eagles; February
Rich in Adventure World -famous Everglades & Everglades National Park Big Cypress National Preserve Fakahatchee Strand Ten Thousand Islands Audubon s Corkscrew Swamp Sanctuary Rookery Bay National Estuary NGALA Wildlife Preserve Naples Zoo at Caribbean Gardens The Conservancy of SW Florida Naples Botanical Garden Paradise Coast Artificial Reef
Amateur Sports Capitol North Collier Regional Park Veterans Park High School Facilities Private School Facilities Field Sports- Soccer, Lacrosse, Field Hockey, Football, Rugby Softball & Baseball Major Events U.S. Open Pickleball Championship Watercross National Championship FBU Championships
Breathtaking Views Award winning beaches, spas, dining Top beaches in the world, internationally recognized spas, foodie paradise Everglades, eco adventure Wildlife Preserves Hike, bike, paddle, explore Spectacular sunsets
There is something special about our destination. Something that beckons you to explore stunning white beaches, pristine turquoise waters, and glorious natural settings. Something that calls for you toindulge your passions for fine dining, upscale shops, and all things luxurious. Something that speaks to you in an intensely personal way promising one-of-akind experiences and moments never to be forgotten. This is our invitation to you and yours. An invitation toenjoy a Florida vacation unlike any other. And we can t wait for you to acceptit. Love, Paradise
Spring/ Summer Campaign Messaging: * Slightly different from past Spring/Summer campaigns * Strategic shift from Luxury to Approachable/Affordable Luxury * Family Focus, More Diversity * International Focus
We ve Come a Long Way in 15 Years The future looks bright for Florida s Paradise Coast Fresh and New Accommodations coming on line New Marketing approaches and strategies Love, Paradise theme to continue for a few years Continuing shift from print and broadcast to digital and social media New & Improved CVB Website and Social Media Platforms New and Improved Sports and Event Venues Hotel GM s & Travel Trade projecting improved performance International Visitation should improve this summer 6 Per Week Eurowings flights and improving exchange rates Florida Brand is very strong worldwide Domestic Visitation will show moderate growth Leisure visitation will be flat to some marginal growth Group visitation will grow with new product and stronger demand
Future Dates and Considerations Annual Marketing Summit- June 27 Rookery Bay Tourism Star Awards- September- Date TBA Fall Tourism Roundtable- Date and Location TBA Consider Joining Paradise Coast Restaurant & Lodging Association Collier County Tourism and Lodging Association Southwest Florida SKAL Club
You Can Help Us! Upload photos/videos of our beautiful area: www.paradisecoast.com and www.visitflorida.com Share photos on our social media channels Facebook @TheParadiseCoast Twitter @ParadiseCoast Tag your photos & posts with #ParadiseCoast Be proactive in the community Visitors support jobs for our residents Visitors help maintain our Quality of Place Visitor spending saves on taxes for homeowners
THE PERFECT ENDING TO ANOTHER DAY IN PARADISE www.paradisecoast.com