Naples, Marco Island, Everglades Convention and Visitors Bureau May 2018 Visitor Profile

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Naples, Marco Island, Everglades Convention and Visitors Bureau May 2018 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. June 2018

2 Naples, Marco Island, Everglades: May 2018 Summary Executive Summary: May This May, some 137,700 visitors stayed in Collier s commercial lodgings (+0.4)*. Their visits contributed an estimated $172,922,900 of economic impact to the County (+3.9). Key performance metrics are as follows: May ** Occupancy ADR $215.1 $ RevPAR $148.6 $ * As of May 2018, approximately 650 lodging units remain closed due to the impact of Hurricane Irma and restorations. ** Based on units available to be rented. Key Collier Visitation Metrics (Δ) Key Collier Visitation Metrics (Δ) RevPAR Visitors ADR OCC 1/16 3/16 5/16 7/16 9/16 11/16 1/17 3/17 5/17 7/17 9/17 11/17 1/18 3/18 5/18 1/16 3/16 5/16 7/16 9/16 11/16 1/17 3/17 5/17 7/17 9/17 11/17 1/18 3/18 5/18 Change Visitors Change RevPar Change Occupancy Change ADR i Copyright PCD

3 Naples, Marco Island, Everglades: May 2018 Summary 2. Compared to last May, nearly two-thirds (62.7) of Collier lodging managers report their three month forward reservations levels as up. of Properties (May) Reporting Reservations: Up Same Down Collier s May visitation originates from the following primary market segments: 2018 May Visitation Visitor # Florida 58, Southeast 11, Northeast 20, Midwest 17, Canada 2, Europe 20, Other 7, Total 137, 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 4. This May, over half of the destination s visitor parties flew (2017: 59.0; 2018: 56.7). A majority of these (59.7) deplaned at RSW, with Miami capturing some 21.8 of deplanements. 5. This May, visitor party size averaged 2.4 travelers who stayed for 2.9 nights in the Naples, Marco Island, Everglades area (2017: 2.5 people; 3.0 nights). ii Copyright PCD

4 Naples, Marco Island, Everglades: May 2018 Summary 6. Some 50.3 of Collier s May visitors are in the destination for the first time. 7. Fully 93.6 consult the web for trip information, with some 78.0 making bookings for their trip online. 8. The vast majority (96.4) are satisfied with their Collier stay, with 88.1 planning a future trip to the area. 9. The typical May visitor is 46.3 years of age (2017: 46.7 years). iii Copyright PCD

5 Naples, Marco Island, Everglades: May 2018 Visitor Profile * Copyright PCD

6 Year to Date (January May) May H/M/C + Visitor Statistics 17/ 18 * 17/ 18 Visitors (#) 887, , , , Room Nights 1,160,800 1,143, , , Direct Exp. ($) $769,074,300 $799,827, $111,645,100 $115,977, Total Eco. Impact ($) $1,146,689,800 $1,192,543, $166,462,800 $172,922, Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) May Economic Impact May Occupancy $200,000, ,462, ,922, $150,000,000 54,817,700 56,945,100 Total Eco. Impact Indirect/Induced May $100,000,000 Direct Exp $50,000, ,645, ,977,800 May Room Rates $0 May May Lodging Statistics ** 17/ 18 Occupancy Room Rates $215.1 $ RevPAR $148.6 $ $ * As of May 2018, approximately 650 units remain closed due to the impact of Hurricane Irma and restorations. ** Based on units available to be rented. 1 Copyright PCD

7 Visitor Origins May 2018 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 17/ 18 Florida , , Southeast , , Northeast , , Midwest , , Canada 2.4 3, , Europe , , Other 4.8 6, , Total , , May 2018 Visitor Origins 7,023 Florida 2,616 17,350 20,242 58,936 Southeast Northeast Midwest Canada 20,517 11,016 Europe Other 2 Copyright PCD

8 Transportation Mode (Multiple Response) May 2017 May 2018 Plane Rental Car Personal Car Airport Deplaned (Base: Flew) May 2017 May 2018 Southwest Florida International Miami International Orlando International/Sanford Ft. Lauderdale International Tampa International Purpose of Trip (Multiple Response) May 2017 May 2018 Vacation/Weekend Getaway Group Travel Visit with Friends and Relatives First Visit to ( yes) May 2017 May 2018 Collier County Florida Length of Stay (Days) May 2017 May 2018 In Collier County Days Transportation Plane Rental Car Personal Car Airport Deplaned (Top Four) SW FL Miami Orlando Ft. Lauderdale Length of Stay in Collier County (Days) Party Size May 2017 May 2018 Number of People Days in Collier 3 Copyright PCD

9 Party Composition (Multiple Response) May 2017 May 2018 Couple Family Single Group of Friends Did Party Have Lodging Reservations for Stay May 2017 May 2018 Yes Expense Relative to Expectations May 2017 May 2018 More Expensive Less Expensive As Expected Satisfaction with Collier County May 2017 May 2018 Very Satisfied Satisfied Satisfaction Level (Combined) Recommend Collier to Friends/Relatives May 2017 May 2018 Yes Plan to Return ( Yes) May 2017 May 2018 To Local Area Party Composition (Top Three) Couple Family Single Satisfied/Recommend Satisfied Recommend Plan to Return To Local Area 4 Copyright PCD

10 Activities Enjoyed in Area (Multiple Response) May 2017 May 2018 Beach Dining Out Relaxing Pool Shopping Enjoying Nature/Bird Watching/Everglades Swimming Sunsets Reading Sunning Walking Sightseeing Bars/Nightlife Art Galleries/Shows/Fairs Visiting with Friends/Relatives Golfing Demographics May 2017 May 2018 Average Age Head of Household (Years) Median Annual Household Income $142,006 $141,645 Collier Base Budget May 2017 May 2018 Total $2, $2, Per Person/Stay Per Person/Day $ 2,500 2,000 1,500 1, Activities Enjoyed in Area (Top Five) Beach Dining Out Relaxing Pool Shopping Total Party Budget Collier Base Budgets 2,034 2, Per Person/ Stay Per Person/ Day 5 Copyright PCD

11 Area Information Seen/Read/Heard May 2017 May 2018 Yes Directly Influenced by Information (Base: Seen/Read/Heard Area Information) May 2017 May 2018 Yes Why Chose the Area (Multiple Response) May 2017 May 2018 Beach Area Weather Relaxing Previous Experience Quiet/Peaceful/Laid Back Restaurants Quality of Accommodations Business/Meeting/Conference Recommendation Outdoor Recreation/Nature Not Crowded Never Been Appealing Brochures/Websites Seen/Read/Heard Yes Use Web for Travel Info This Trip Internet Use 81.7 Info. Influenced 78.0 Book Reserv for Trip Online Yes Internet Use May 2017 May 2018 Use Internet to Obtain Travel Info for This Trip ( Yes) Book Reservations for Trip Online (Yes) Copyright PCD

12 Industry Data: * Copyright PCD

13 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 32,000 Monthly Direct Leisure and Hospitality Employment 30,000 28, ,000 24,000 22,000 20,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,900 29,400 29,800 29,300 28, ,300 30,700 31,100 30,400 28,800 27,000 25,800 25,700 23,300 25,200 27,400 28, ,000 29,700 29,700 29,000 27,500 25,900 25,000 24,800 24,800 26,300 28,500 29, ,700 28,400 28,600 27,900 26,300 24,800 23,800 23,800 24,000 25,600 27,900 28, ,900 27,600 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900 * Source: Florida Department of Economic Opportunity/U.S. Department of Labor. Statistics updated for July 2016 through February 2018 as of May 2018 reporting. 1 Copyright 2018 PCD

14 Southwest Florida International Airport (RSW) Passenger Traffic RSW Total Passenger Traffic 1,500,000 1,300,000 1,100, , ,000 CY 2014: 7.97 million (+4.4) CY 2015: 8.37 million (+5.0) CY 2016: 8.60 million (+2.8) CY 2017: 8.84 million (+2.8) 2017 CY 2018 to Date: 4.34 million (+5.2) , ,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,981 1,053,817 1,379, , , ,079 1,252,124 1,032, , , , , , , , , , ,845 1,269, , , , , , , , , , , ,039 1,181, , , , , , , , , , , ,899 1,147, , , , , , , , , , Copyright 2018 PCD