charlotte county first quarter 2015 tourism presented to: charlotte harbor visitor and convention...
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Charlotte CountyFirst Quarter 2015
Tourism
Presented to:Charlotte HarborVisitor and Convention BureauResearch Data Services, Inc.July 16, 2015
Charlotte County
Occupancy ADR
2014 2015 2014 2015
January 63.2% 74.4% $86.98 $89.47
February 80.5 85.7 110.59 125.19
March 83.0 86.5 119.73 133.23
Q1 Average 75.6% 82.2% $105.77
$115.96
Smith Travel Research OccupancyQ1 2015 (Jan. – Mar.)
Key Visitor Metrics Q1 2015 (Jan. – Mar.)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)
• Q1 2014: 113,600 people• Q1 2015: 125,700 people• Percent D: +10.7%
Estimated Number of
Visitors • Q1 2014:
$104,443,800• Q1 2015:
$122,352,700• Percent D: +17.1%
Estimated Direct
Expenditures • Q1 2014:
$159,276,800• Q1 2015:
$186,587,900• Percent D: +17.1%
Total Economic Impact
Key Visitor MetricsQ1 2015 (Jan. – Mar.)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)
• Q1 2014: 2.8 people
• Q1 2015: 2.7 people
Average Immediate Party
Size• Q1 2014: 6.7
nights• Q1 2015: 6.6
nights
Average Length of Stay in Charlotte • Q1 2014:
$2,574.32• Q1 2015:
$2,628.10
Average Party Budget
Visitor Origin DistributionQ1 2015 (Jan. – Mar.)
11.26.2
30.935.7
6.43.85.8
FloridaSoutheastNortheastMidwestCanadaEuropeOther U.S.
Q1 2014
12.6
6.3
28.036.9
7.53.65.1
FloridaSoutheastNortheastMidwestCanadaEuropeOther U.S.
Q1 2015
Top Domestic DMA’sQ1 2015 (Jan. – Mar.)
Rank Order
Tampa/St. Petersburg 1
Boston 2
Ft. Myers/Naples 3
Chicago 4
New York 5
Detroit 6
Greater Orlando Area 7
Philadelphia 8
Atlanta 9
Cleveland 10
Destination Choice FactorsQ1 2015 (Jan. – Mar.) -- Volunteered Multiple Response
Q1 2015
Friends/Family in Area 29.5%
Previous Visit 18.6
Gulf/Beach 11.6
Affordable 8.5
Close to Home/Convenient 7.8
Recommendation/Word of Mouth 7.0
Not Congested/Unspoiled 6.2
Weather 4.7
Purpose of Trip(Multiple Response)
Q1 2014
Q1 2015
Vacation/Getaway 93.1% 92.0%
To Visit with Friends/Family 26.4 29.8
Family Events 11.4 9.6
A Golf/Tennis Trip 10.7 9.3
A Fishing Trip 8.4 8.9
Eco/Nature Trip -- 5.7
A Kayaking Trip 4.6 5.3
A Boating Trip 5.5 4.7
Types of Websites Consulted for Travel Information (Multiple Response)
Q1 2014 Q1 2015
Hotel Websites 54.8% 50.6%
Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 45.3 46.6
Destination Sites 50.8 45.8
Airline Websites 40.5 38.8
Booking Sites (i.e., Travelocity, Expedia, etc.) 38.4 38.2
Mapping Sites (i.e., Map Quest, Google Maps, etc.) 28.9 31.6
Rental Car Websites 28.6 26.3
Restaurant Websites 26.3 25.0
Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.) 17.2 19.0
Social Networking Sites (i.e., Facebook, Twitter, etc.) 16.8 15.2
Booked on the Internet for Trip (Prompted)
65.3
34.7
Yes No/Don't Know
Q1 2014
66.7
33.3
Yes No/Don't Know
Q1 2015
Charlotte Messaging
Q1 2014 Q1 2015
Seen/Read/Heard Charlotte Message 44.6% 45.5%
Influenced (Base: Resp. who saw/read/heard msg.) 74.7 70.0
How Visitors Travel to Charlotte
Fly Personal Car Rental Car0.0
10.0
20.0
30.0
40.0
50.0
60.0
47 47.740.2
5144.7 43.8
Q1 2014 Q1 2015
Airports Deplaned (Visitors who flew)
Tampa Intl SW FL (RSW)
Orlando/ Sanford Intl
Miami Intl Punta Gorda
0.0
10.0
20.0
30.0
40.0
50.0
60.0 54.1
27.0
8.74.8
N/A
50.1
25.8
7.7 4.5 6.5
Q1 2014 Q1 2015
Repeat Charlotte County Visitation
Q1 2014 Q1 20150
102030405060708090
100
30.9 31.7
69.1 68.3
First Time Repeat
First Time Visiting Florida:
Q1 2014: 2.4%Q1 2015: 1.8%
How First Learn About Charlotte (Multiple Response)
Q1 2014 Q1 2015
Recommendation 65.3% 67.2%
Internet 35.6 38.8
Brochure/Visitor Guide
16.3 20.2
Magazine/News Story
9.5 8.6
Type of Lodging Used
0.0
20.0
40.0
60.0 52.7
28.514.5
Q1 2015
Party Composition (Multiple Response)
Couple Family With Friends
Group of Couples
Single0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.061.4
30.3
11.48.3 7.2
60.7
27.7
10.35.4 8.0
Q1 2014 Q1 2015
Traveling with Children/Young
Adults:
Q1 2014: 19.0%Q1 2015: 17.9%
Activities Enjoyed in Area(Multiple Response)
Q1 2014
Q1 2015
Dining Out 85.2% 88.4%
Beach 83.3 84.2
Relaxing 83.9 80.4
Walking on the Beach 69.0 68.4
Pool 59.2 62.5
Swimming 58.5 53.4
Shopping 55.2 53.2
Reading 54.8 51.8
Shelling 46.4 42.4
Visiting with Friends/Relatives 35.7 34.6
Fishing 29.5 25.9
Bars/Nightlife 16.7 22.3
Boating 14.9 17.9
Golfing 16.5 15.2
Spring Training Baseball 14.3 11.8
Satisfaction/Plan to Return
Q1 2014 Q1 20150.0
10.020.030.040.050.060.070.080.090.0
100.0
12.6 12.7
85.2 85.5
97.8 98.2
CombinedVery Satis-fiedSatisfied
Plan To Return
Q1 2014: 91.7%
Q1 2015: 92.1%
Demographics
Q1 2014 Q1 2015
Average Age53.2 years
54.2 years
Median Household Income
$92,459 $97,630
Charlotte Comments: Q1 2015 It's a beautiful locale, just a short ride from home. Affordable beachfront accommodations. It's a great family vacation place. Lots to do. Really clean, quiet, picturesque. Old Florida – great, quiet place. Can't package anything this nice. Great choice! So glad we found this gem. Quiet, but still fun. Great clubs. Better sharks’ teeth here than Venice. Great beach. Just private enough. Prices are good; view is stunning. Love the natural beauty and pristine beaches. It's a tropical paradise -- a vacation you won't forget. Close to the Winter baseball teams training sessions.
Thank You!!