Kissimmee Visitor Profile

Transcription

1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Kissimmee Visitor Profile June 2018 Prepared for: Experience Kissimmee Prepared by: Research Data Services, Inc. (813) August 2018

2 Certification and General Limiting Conditions The following report has been prepared for Experience Kissimmee at the request of Mr. DT Minich, President/CEO. Research Data Services, Inc., hereby certifies that, except as otherwise noted in the report: 1. We have no present or contemplated future interest in the project that is the subject of this study. 2. We have no personal interest or bias with respect to the subject matter of this report or the parties involved. 3. This report is based on estimates, assumptions, and other information developed from our research of the market, our knowledge of the industry, and our discussions with you and your representatives, during which we were provided with certain information. The sources of information and the bases of estimates and assumptions are stated herein. To the best of our knowledge and belief, the statements of fact contained in this report, upon which analyses, opinions, and conclusions expressed herein are based, are true and correct. 4. This report sets forth all of the limiting conditions (imposed by the terms of our assignment or by the undersigned) affecting the analyses, opinions, and conclusions contained in this report. 5. Because circumstances may change and unanticipated events may occur subsequent to the date of this report, the reader must evaluate the assumptions and rationale of this report in light of the circumstances then prevailing. The terms of this engagement are such that we have no obligation to revise this report or the included projections to reflect events or conditions which occur subsequent to the completion of our fieldwork. Walter J. Klages, Ph.D. President August 15, 2018 Date i Copyright PCD

3 Executive Summary: June Methodology: Experience Kissimmee s June 2018 visitor profile was developed from a random sample of 552 interviews, completed with Osceola County commercial lodging visitors. 2. This month, some 624,800 visitors stayed in Kissimmee s commercial lodgings, yielding an estimated $476,458,700 of economic impact to the County. Key industry metrics are as follows: June % Occupancy 77.8% 81.3% +4.5% ADR $ $ % RevPAR $80.38 $ % 3. This June, nearly half of lodging managers (47.6%) report their property s three month forward reservation levels as up when compared to this time last year (2017: 27.6%): % of Properties (June) Reporting Reservations: Up 27.6% 47.6% Same Down June H/M/C visitation originates from the following primary markets: June Visitation Visitor # Visitor # % Florida 207, , Southeast 73,410 66, Northeast 57,370 58, Midwest 66,630 71, Canada 28,380 33, Europe 86,980 97, Latin American 46,270 44, Other U.S. 38,860 48, Other Foreign 11,100 8, Total 616, , ii Copyright PCD

4 5. Two of every five of Kissimmee s June commercial lodging visitors (40.4%) are staying in Osceola County for the first time. Over half of these visitors (56.1%) report having previously stayed elsewhere in the greater Orlando area. Reasons cited for choosing Kissimmee for the first time include its easy, convenient location; value for the money; availability of non-traditional accommodations; quieter atmosphere; variety of things to do; safety; cleanliness; travel agent recommendations; Groupons; online reviews; business/meetings; and the chance to explore a new area. % Staying First Time in Kissimmee Feeder Market (Base: Total Visitors from Market) Florida 23.7% U.S. Out-of-State 40.1 Europe 51.2 Latin America This June, better than one of every three Kissimmee first time overnight visitors (34.5%) are also in Florida for the first time. First time visitor origins are as follows: % First Time in Florida Feeder Market (Base: Total Visitors from Market) U.S. Out-of-State 11.1% Europe 33.7 Latin America June repeat visitors report 5.5 previous stays in the destination. Number of Repeat Feeder Market Visits to Kissimmee Florida 6.9 U.S. Out-of-State 4.8 Europe 4.6 Latin America 2.6 iii Copyright PCD

5 8. To get information and plan their Kissimmee trip, June visitors primarily use: Websites Used for Trip Planning Percent Attraction 62.3% Hotel 49.5 Review/Rating 45.8 Destination In June 2018, some 50.7% of visitors lodged in hotels/motels, while 48.6% selected vacation homes/condos. 10. This June, the majority of visitors (94.2%) make advance reservations for their lodging. 11. Half of Kissimmee s June 2018 overnight lodging visitors (50.2%) fly to reach the destination. Some 47.1% drive a personal car/rv. 12. Visitors stay an average of 6.5 nights in the Kissimmee area. Length of Stay in Kissimmee nights 4-6 nights 7-9 nights 10+ nights Visitors length of stay by origin is as follows: Feeder Market Florida Southeast Northeast Midwest Canada Europe Latin America Other U.S. June 2018 LOS 3.1 nights 5.6 nights 6.4 nights 6.6 nights 9.3 nights 12.7 nights 8.1 nights 5.6 nights iv Copyright PCD

6 13. June visitors primarily enjoy attractions/theme parks (82.8%), dining out (77.2%), shopping (60.9%), and spending time at the pool (56.3%). 14. Nearly two thirds of June visitors frequent the Disney parks (62.5%), with 38.4% visiting Universal and 22.5% going to SeaWorld. Visitors also enjoy Disney Springs (47.8%), City Walk (22.8%), and Fun Spot/Old Town (21.6%). 15. Better than nine out of ten visitors (91.1%) plan a return visit to the Kissimmee area. 16. The average age of June 2018 visitors is 44.4 years. Visitors command a median household income of $101,309. v Copyright PCD

7 Experience Kissimmee: June 2018 Visitor Profile * Copyright PCD

8 Calendar Year to Date (Jan. Jun.) Estimated Overnight Visitor Statistics % Δ June 17/ H/M/C* Visitors(#) 3,416,500 3,559, , , Visitors in Unpaid Lodgings 1,005,800 1,037, , , Total Overnight Visitors 4,422,300 4,596, , , Direct Exp. ($) of H/M/C* Visitors Direct Exp. ($) of Visitors in Unpaid Lodgings Total Overnight Visitor Direct Exp. ($) Eco. Impact. ($) of H/M/C* Visitors Eco. Impact ($) of Visitors in Unpaid Lodgings Total Overnight Visitor Eco. Impact ($)** % Δ 17/ 18 $1,887,277,600 $2,050,363, $305,205,100 $325,183, $400,932,800 $427,496, $53,089,500 $56,940, $2,288,210,400 $2,477,859, $358,294,600 $382,123, $2,765,239,200 $3,004,193, $447,186,500 $476,458, $587,446,700 $626,367, $77,786,700 $83,428, $3,352,685,900 $3,630,560, $524,973,200 $559,887, H/M/C* Room Nights 4,338,300 4,634, , , Resort Tax Collections $27,388,918 $31,754, $4,419,618 $5,161, * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** U.S. Bureau of Economic Analysis, RIMS II Multiplier (k: ) June 2018 Overnight (Paid & Unpaid) Visitor Economic Impact $600,000,000 $500,000,000 $400,000,000 $524,973,200 $559,887, ,678, ,763,900 $300,000,000 $200,000, ,294, ,123,700 $100,000,000 $0 Jun. '17 Jun. '18 Direct Exp. Indirect/Induced Total Eco. Impact Calendar Year to Date (Jan. Jun.) June Lodging % Δ Statistics / Note: Osceola Inventory Growth : 45,721; 2018: 45,009 (-1.6%) Source: Florida Department of Business & Professional Regulation (DBPR) % Δ 17/ 18 Occupancy 77.8% 81.1% % 81.3% +4.5 Room Rates $ $ $ $ RevPAR $84.30 $ $80.38 $ Copyright PCD

9 June 2018 Visitor Origin Markets Calendar Year to Date (Jan. Jun.) Visitor Origins (H/M/C) % Δ 17/ Share of Mkt (%) 2017 # of Visitors June 2018 Share of Mkt (%) 2018 # of Visitors % Δ 17/ 18 Florida 989, , % 207, % 195, Southeast 368, , , , Northeast 509, , , , Midwest 416, , , , Canada 242, , , , Europe 397, , , , Latin American 181, , , , Other US 243, , , , Other Foreign 66,910 80, , , Total 3,416,500 3,559, , , June 2018 Visitor Origins 8,750 48,740 44,360 97, ,560 Florida Southeast Northeast Midwest Canada 33,110 71,230 58,730 66,850 Europe Latin American Other US Other Foreign 2 Copyright PCD

10 Visitor Profile Metrics: Length of Stay (Nights) Away from Home In the Kissimmee Area Party Size Number of People Party Composition % of Parties Traveling with Children 68.5% 66.3% % of Parties Traveling with Seniors Kissimmee Area Base Budget Per Person/Stay $ $ Per Person/Night Total Party/Trip $2, $2, Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane 47.5% 50.2% Personal Car Rental Car Airport Deplaned (Base: Flew) Orlando International 82.1% 81.6% Miami International Sanford Tampa International Copyright PCD

11 Visitor Profile: Purpose of Trip (Multiple Response) A. Profile Data Vacation 73.2% 72.1% To Visit Central Florida Attractions Getaway Visit with Friends/Relatives Business/Meeting Sports Events/Tournament Reunion (Family, Military, School, etc.) B. Occupancy Survey Data Group 25.1% 26.1% First Visit to (% yes) Kissimmee Area (staying in commercial lodging) 42.9% 40.4% Florida First Visit to Kissimmee (% Yes) % 50 New Market Share Gain from Florida TOTAL Copyright PCD

12 Information Most Helpful to Visit (Open Ended Multiple Response) Internet 86.0% 87.5% Maps/GPS Previous Visit Hotel/Accommodations Mobile App Experience Kissimmee Print Media Travel Professional Family Recommendation AAA Information Most Helpful To Visit (Top Four) % Internet Maps/GPS Previous Visit Hotel / Accomodations Copyright PCD

13 Internet Information Sources Consulted (Open Ended Multiple Response) Attraction Websites 59.6% 62.3% Hotel Websites Review/Rating Sites Destination Websites Map Quest/Google Maps, etc Booking Sites Restaurant Websites Airline Websites Weather Sites Rental Car Websites Social Networking Sites Daily Deal/Coupon Sites Internet Information Sources Consulted (Top Four) % Attraction Hotel Review/Rating Destination 6 Copyright PCD

14 Made Lodging Reservations Yes 93.2% 94.2% No Activities Enjoyed (Open Ended Multiple Response) Attractions/Theme Parks 82.0% 82.8% Dining Out Shopping Pool Relaxing Activities Enjoyed (Top Three) % Attractions Dining Out Shopping Theme Parks Visited (Open Ended Multiple Response) Disney World 64.6% 62.5% Universal SeaWorld Copyright PCD

15 Theme Parks Visited (Top Three) % Disney Universal SeaWorld Non-Theme Park Attractions Visited Disney Springs 43.6% 47.8% City Walk Fun Spot/Old Town Satisfaction with Kissimmee Satisfied (Combined) 95.4% 97.1% Plan to Return (% Yes) To Local Area 89.5% 91.1% Demographics Average Age Head of Household Median Annual Household Income $100,571 $101,309 Book Reservations for Trip Online % Yes 81.9% 83.7% 8 Copyright PCD

16 Occupancy Survey Data 2018 Compared to the same time in 2017, OVER THE NEXT THREE MONTHS, properties report reservations: Up 27.6% 47.6% Same Down Forward Reservations (Next Three Months) % Up Same Down 9 Copyright PCD