THE KLAGES GROUP 405 NORTH REO STREET SUITE 100 TAMPA, FLORIDA 33609 TEL (813) 254-2975 FAX (813) 254-2986 COLLIER COUNTY 2004 WINTER VISITOR PROFILE Prepared for: Collier County Board of County Commissioners and Greater Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Walter J. Klages, Ph.D., Chief Executive Officer The Klages Group August 5, 2004 WATS (800) 330-6584 FT. MYERS (239) 332-4404
January - May Winter 2003 Winter 2004 Percent Change Number of Visitors 702,894 745,283 +6.0% Expenditures $358,094,248 $394,984,521 +10.0% Total Economic Impact $533,918,524 $588,921,921 +10.0% Transportation Mode Plane 61.9% Rental Car 54.0 Personal Car 37.0 Airport Deplaned Southwest Florida International 75.0% Miami International 10.1 Tampa International 6.0 Orlando International 3.4 Car Rental Location Fort Myers 67.9% Miami 8.5 Tampa 8.1 Orlando 3.8 Purpose of Trip (Multiple Response) Vacation 80.6% Visit Friends and Relatives 18.8 First Visit to (% yes) Collier County 29.8% Florida 12.1 First Time Visitors (by Region) Southeast 33.3% Northeast 48.4 Midwest 32.7 Europe 50.0 Markets of Opportunity 33.3 Average Repeat Visits to the Greater Naples / Marco Island / Everglades Area 4.1 The Klages Group - 1 - Winter 2004 Visitor Profile
Information Sources (Multiple Response) Internet 61.3% Previous Visit 50.8 Recommendations 49.8 Print Media 11.0 Business Contacts 7.7 Travel Agent 4.5 Assisted by Travel Agent 13.4% Travel Agent Assisted with Airline Reservations 52.6% Vacation Packages (Including fly/drive) 46.4 Hotel/Motel Reservations 41.4 Reservations Before Leaving Home 87.0% None 10.4 After Arrival 1.2 Winter 04 Out-of- Winter 04 State Floridian Length of Stay (days) Away from Home 8.8 3.4 In Florida 8.2 N/A In Collier County 6.3 3.3 % Staying 4 Days or Less in Collier 17.9% 85.7% Party Size 2.8 2.3 Party Composition (Multiple Response) Family 42.2% Couple 37.8 Single 12.8 Where Stay Night Before Collier (Out-of-State) At Home 75.9% In Florida, Not in Collier 18.3 On the Road, Not in Florida 5.9 The Klages Group - 2 - Winter 2004 Visitor Profile
Activities or Interests Enjoyed Most While in the Greater Naples / Marco Island / Everglades Area (Multiple Response) Pool 81.8% Dining Out 78.5 Relaxing 75.2 Beach 74.2 Shopping 54.4 Swimming 46.9 Reading 45.4 Walking 30.6 Sight Seeing 30.1 Satisfaction with Collier County 91.3% Expense Relative to Expectations More Expensive 12.6% Less Expensive 5.4 As Expected 77.2 Recommend Collier to Friends/Relatives (% yes) 96.7% Plan to Return (% yes) To Local Area 92.3% Next Year (Base: Return to Local Area) 64.3 Median Age Head of Household (years) 42.6 Median Annual Household Income $147,439 Average Number of (per year) Getaway Trips 4.3 Vacations 2.4 Visitor Party Budget (Leisure Visitors) (Collier Stay: Food / Lodging / Entertainment) Total $2,123.35 Per Person / Trip 816.67 Per Person / Day 157.05 Visitor Party Budget Breakout (Collier Stay) Accommodations $1,036.43 Food / Entertainment 545.84 Retail Purchases 468.46 Rental Car 252.20 The Klages Group - 3 - Winter 2004 Visitor Profile
See/Read/Hear Collier Message 22.6% Type of Message Seen (Multiple Response) Internet 56.8% Travel Guides / Visitor Guides / Brochures 28.4 Magazines 27.5 Newspapers 18.6 Television 5.7 Influenced by Collier Message (Base: Respondents Reporting See / Read / Hear Message) 54.6% Occupation Professional / Technical 39.2% Executive/Managerial 28.1 Retired 14.8 Government / Military 6.5 Craft / Factory 4.6 Salesman/Buyer 2.7 Have Internet Access 90.3% Use Internet to: (Base: Respondents who have Internet access) Obtain Travel Information 88.2% Book Travel Reservations On-line 68.5 Book Lodging Reservations: (Base: Respondents who book travel reservations on-line) 66.3% The Klages Group - 4 - Winter 2004 Visitor Profile
Influential Factors in Choosing the Greater Naples / Marco Island / Everglades Area Influential Factors Collier Winter 04 Complete Relaxation 94.0% Clean, Unspoiled Environment 90.1 Warm Weather 89.6 Safe Destination 87.0 Reasonably Priced Lodging 79.9 Good Value for the Money 79.7 Sunning on the Beach 75.6 White Sandy Beaches 74.4 Upscale Accommodations 72.3 Safe Beaches for Children 69.4 Good Dining Out 65.8 Family Atmosphere 60.1 Top U.S. Feeder Markets Winter 2004 1. Dade / Broward 16.9% 2. West Palm Beach / Ft. Pierce 11.3 3. New York 8.0 4. Chicago 6.3 5. Detroit 5.6 6. Tampa/St. Petersburg 5.6 7. Philadelphia 5.3 8. Minneapolis / St. Paul 4.2 9. Cleveland 2.1 10. St. Louis 2.1 The Klages Group - 5 - Winter 2004 Visitor Profile