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 January 2016 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 February 2016
Naples, Marco Island, Everglades: January 2016 Summary Executive Summary: January 2016 1. This January, 185,700 visitors stayed in Collier s commercial lodgings (-3.3). Their visits contributed an estimated $175,776,400 of economic impact to the County (+2.7). Key performance metrics are as follows: January Occupancy 83.1 79.8-4.0 ADR $214.5 $235.0 +9.6 RevPAR $178.2 $187.5 +5.2 2. More than one-third (34.7) of Collier lodging managers report their properties three month forward reservations as better than this time last year. of Properties (January) Reporting Reservations: Up 73.2 34.7 Same 21.9 38.6 Down 2.5 24.4 3. Collier s January visitation originates from the following primary market segments: January Visitation Visitor # Visitor # Florida 52,443 54,224 +3.4 Southeast 11,526 11,699 +1.5 Northeast 54,556 49,025-10.1 Midwest 37,844 34,540-8.7 Canada 4,610 4,643 +0.7 Europe 22,092 23,770 +7.6 Mkts. of Opp. 9,029 7,799-13.6 Total 192,100 185,700-3.3 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 2016. PCD-1 2.15.16
Naples, Marco Island, Everglades: January 2016 Summary 4. Fully 67.7 of January patrons fly to reach the destination (2015: 65.1). A majority of these (66.4) deplane at RSW, while Miami captures some 14.0 of deplanements. 5. The typical visitor party includes an average of 2.2 travelers who stay for 3.2 nights in the Naples, Marco Island, Everglades area. 6. Some 37.9 of Collier s January visitors are in the destination for the first time (2015: 36.6). 7. Fully 96.4 consult the web for trip information, and some 78.5 make bookings for their trip online. 8. The vast majority (96.7) are satisfied with their Collier stay, with 91.4 planning a future trip to the area (2015: 92.3). 9. This month, the typical visitor is slightly older (2015: 51.3 years of age; 2016: 52.2 years of age), and commands a median household income of $155,007 (2015: $151,363). ii Copyright 2016. PCD-1 2.15.16
Naples, Marco Island, Everglades: January 2016 Visitor Profile * Copyright 2016. PCD-1 2.15.16
Calendar Year (Jan. Dec.) January H/M/C * Visitor Statistics 2014 2015 14/ 15 15/ 16 Visitors (#) 1,773,900 1,829,500 +3.1 192,100 185,700-3.3 Room Nights 2,480,800 2,512,400 +1.3 250,900 240,100-4.3 Direct Exp. ($) $1,214,771,200 1,311,630,200 +8.0 $114,766,300 $117,891,600 +2.7 Total Eco. Impact ($) $1,811,223,922 $1,955,640,500 k: 1.4910 $171,116,600 $175,776,400 k: 1.4910 * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) January Occupancy January Economic Impact $190,000,000 171,116,600 175,776,400 $170,000,000 83.1 2015 $150,000,000 56,350,300 57,884,800 Total Eco. Impact Jan. 79.8 2016 $130,000,000 $110,000,000 $90,000,000 Indirect/Induced Direct Exp. 0 30 60 90 $70,000,000 $50,000,000 114,766,300 117,891,600 January Room Rates $30,000,000 $10,000,000 -$10,000,000 214.5 Jan. 235.0 $ 160 180 200 220 240 2015 2016 January Lodging Statistics 15/ 16 Occupancy 83.1 79.8-4.0 Room Rates $214.5 $235.0 +9.6 RevPAR $178.2 $187.5 +5.2 1 Copyright 2016. PCD-1 2.15.16
Visitor Origins January 2016 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 15/ 16 Florida 27.3 52,443 29.2 54,224 +3.4 Southeast 6.0 11,526 6.3 11,699 +1.5 Northeast 28.4 54,556 26.4 49,025-10.1 Midwest 19.7 37,844 18.6 34,540-8.7 Canada 2.4 4,610 2.5 4,643 +0.7 Europe 11.5 22,092 12.8 23,770 +7.6 Markets of Opportunity 4.7 9,029 4.2 7,799-13.6 Total 100.0 192,100 100.0 185,700-3.3 January 2016 Visitor Origins 7,799 Florida 4,643 34,540 23,770 54,224 11,699 Southeast Northeast Midwest Canada Europe 49,025 Mkts. of Opp. 2 Copyright 2016. PCD-1 2.15.16
Transportation Mode (Multiple Response) January 2015 January 2016 Plane 65.1 67.7 Rental Car 59.1 62.6 Personal Car 32.9 32.3 Airport Deplaned (Base: Flew) January 2015 January 2016 Southwest Florida International 64.9 66.4 Miami International 11.8 14.0 Ft. Lauderdale International 8.0 6.5 Orlando International/Sanford 6.4 5.8 Tampa International 5.6 3.4 Purpose of Trip (Multiple Response) January 2015 January 2016 Vacation/Weekend Getaway 69.7 73.3 Group Travel 38.5 37.2 Visit with Friends and Relatives 15.1 11.0 Special Event 8.8 6.7 First Visit to ( yes) January 2015 January 2016 Collier County 36.6 37.9 Florida 5.7 5.1 Length of Stay (Days) January 2015 January 2016 In Collier County 4.4 4.2 70 60 50 40 30 20 10 0 70 60 50 40 30 20 10 0 Transportation 65.1 67.7 62.6 59.1 32.9 32.3 Plane Rental Car Personal Car Airport Deplaned (Top Four) 64.966.4 11.8 14.0 8.0 6.5 6.4 5.8 SW FL Miami Ft. Laud Orlando Party Size January 2015 January 2016 Number of People 2.3 2.2 Party Composition (Multiple Response) January 2015 January 2016 Couple 55.9 60.1 Family 19.7 17.6 Single 13.6 14.2 Group of Couples 7.0 5.9 Extended Family 3.3 4.6 Business Associates 4.5 4.1 Group of Friends 4.2 3.8 Length of Stay in Collier County (Days) Days 5.0 4.4 4.0 4.2 3.0 Days in Collier 3 Copyright 2016. PCD-1 2.15.16
Did Party Have Lodging Reservations for Stay January 2015 January 2016 Yes 95.5 94.9 Satisfaction with Collier County January 2015 January 2016 Very Satisfied 87.8 91.7 Satisfied 8.2 5.0 Satisfaction Level (Combined) 96.0 96.7 Activities Enjoyed in Area (Multiple Response) January 2015 January 2016 Dining Out 74.0 77.2 Beach 70.8 67.8 Relaxing 55.9 50.2 Shopping 37.9 39.5 Pool 42.3 39.0 Walking 21.5 26.3 Enjoying Nature/Bird Watching/Everglades 24.3 23.3 Sunsets 19.6 22.8 Visiting with Friends/Relatives 26.1 22.8 Sunning 23.1 21.1 Reading 19.3 20.1 Sightseeing 21.3 19.2 Swimming 19.8 15.7 Art Galleries/Shows/Fairs 16.0 14.4 Museums 11.0 13.1 Golfing 13.8 11.5 Bars/Nightlife 12.5 11.1 Expense Relative to Expectations January 2015 January 2016 More Expensive 18.3 19.9 Less Expensive 2.2 2.5 As Expected 74.9 71.6 Demographics January 2015 January 2016 Average Age Head of Household (Years) 51.3 52.2 Median Annual Household Income $151,363 $155,007 100 80 60 40 96.0 Dining Out Beach Relaxing Shopping Pool Satisfied/Recommend Satisfied 96.7 93.2 94.8 37.9 39.5 42.3 39.0 55.9 50.2 Recommend Activities Enjoyed in Area (Top Five) 74.0.0 77.2 70.8 67.8 0 20 40 60 80 4 Copyright 2016. PCD-1 2.15.16
Recommend Collier to Friends/Relatives January 2015 January 2016 Yes 93.2 94.8 Plan to Return ( Yes) January 2015 January 2016 To Local Area 92.3 91.4 Collier Base Budget January 2015 January 2016 Total $1,374.10 $1,396.67 Per Person/Trip 597.43 634.85 Per Person/Day 135.78 151.15 Area Information Seen/Read/Heard January 2015 January 2016 Yes 56.8 60.3 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) January 2015 January 2016 Yes 58.4 58.1 Why Chose the Area (Multiple Response) January 2015 January 2016 Beach Area 60.8 59.5 Weather 58.0 57.0 Business/Meeting/Conference 36.9 36.1 Not Crowded 29.7 34.4 Relaxing 36.3 33.9 Quiet/Peaceful/Laid Back 28.5 32.9 Previous Experience 33.4 32.5 Outdoor Recreation/Nature 29.6 30.4 Never Been 24.8 27.8 Appealing Brochures/Websites 23.0 25.3 Recommendation 28.2 25.1 Restaurants 26.8 24.9 Quality of Accommodations 25.4 24.1 Internet Use January 2015 January 2016 Use Internet to Obtain Travel Info for This Trip ( Yes) 95.9 96.4 Book Reservations for Trip Online (Yes) 74.7 78.5 65 50 35 20 100 90 80 70 60 50 100 80 60 Seen/Read/Heard 56.8 Yes 60.3 95.9 Internet Use 96.4 Use Web for Travel Info This Trip Plan to Return 92.3 91.4 To Local Area 60 50 40 30 74.7 78.5 Book Reserv for Trip Online Info. Influenced 58.4 58.1 Yes 5 Copyright 2016. PCD-1 2.15.16
Industry Data: 2012-2015 * Copyright 2016. PCD-1 2.15.16
Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile January 2016 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 30,000 29,000 28,000 27,000 2015 2014 26,000 25,000 24,000 2013 2012 23,000 22,000 21,000 20,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 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 22,200 22,000 22,100 23,400 25,500 26,300 2014 26,900 27,600 27,900 27,200 25,700 24,100 23,300 23,100 22,800 24,200 26,100 26,800 2015 27,200 27,900 28,200 27,900 26,400 24,700 24,000 23,800 23,700 25,100 27,000 27,800 * Source: Florida Department of Economic Opportunity. 1 Copyright 2016 PCD-1 2.15.16
RSW Total Passenger Traffic Naples, Marco Island, Everglades Visitor Profile January 2016 Southwest Florida International Airport (RSW) Passenger Traffic 1,250,000 1,150,000 1,050,000 2012: 7.35 million (-2.5) 2013: 7.64 million (+3.9) 950,000 850,000 750,000 650,000 2014: 7.97 million (+4.4) 2015: 8.37 million (+5.0) 2015 2014 2013 2012 550,000 450,000 350,000 250,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2012 704,427 781,849 1,024,221 790,322 531,946 454,044 464,896 421,211 354,640 484,768 658,629 679,672 2013 755,232 827,147 1,115,937 815,978 576,713 473,208 467,946 414,303 338,175 478,376 639,047 735,739 2014 778,163 862,899 1,147,059 865,554 591,116 478,692 496,472 446,402 366,038 503,243 669,567 765,288 2015 854,953 906,039 1,181,382 902,669 602,891 481,512 492,114 454,360 404,045 535,921 720,556 835,359. 2 Copyright 2016 PCD-1 2.15.16