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Kissimmee Visitor Profile June 2018

Prepared for: Experience Kissimmee

Prepared by: Research Data Services, Inc. www.ResearchDataLLC.com

(813) 254-2975

August 2018

Experience Kissimmee Visitor Profile June 2018

i © Copyright 2018. | PCD-1 – 08.15.18

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.

August 15, 2018 Walter J. Klages, Ph.D.

President Date


ii © Copyright 2018. | PCD-1 – 08.15.18

Executive Summary: June 2018

1. 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 2017 2018 % ∆ Occupancy 77.8% 81.3% +4.5% ADR $103.31 $111.20 +7.6% RevPAR $80.38 $90.41 +12.5%

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: 2017 2018 Up 27.6% 47.6% Same 57.9 28.6 Down 14.5 23.8

4. June H/M/C visitation originates from the following primary markets:

2017 2018 June Visitation Visitor # Visitor # % ∆ Florida 207,900 195,560 -5.9 Southeast 73,410 66,850 -8.9 Northeast 57,370 58,730 +2.4 Midwest 66,630 71,230 +6.9 Canada 28,380 33,110 +16.7 Europe 86,980 97,470 +12.1 Latin American 46,270 44,360 -4.1 Other U.S. 38,860 48,740 +25.4 Other Foreign 11,100 8,750 -21.2 Total 616,900 624,800 +1.3


iii © Copyright 2018. | PCD-1 – 08.15.18

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 76.9 6. 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 46.2

7. 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


iv © Copyright 2018. | PCD-1 – 08.15.18

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 44.4

9. 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.

Visitors’ length of stay by origin is as follows:

Feeder Market June 2018 LOS Florida 3.1 nights Southeast 5.6 nights Northeast 6.4 nights Midwest 6.6 nights Canada 9.3 nights Europe 12.7 nights Latin America 8.1 nights Other U.S. 5.6 nights

29.5

23.629.2

17.8

Length of Stay in Kissimmee

1 - 3 nights

4 - 6 nights

7 - 9 nights

10+ nights


v © Copyright 2018. | PCD-1 – 08.15.18

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.


* © Copyright 2018. | PCD-1 – 08.15.18

Experience Kissimmee: June 2018 Visitor Profile


1 © Copyright 2018. | PCD-1 – 08.15.18

Calendar Year to Date (Jan. – Jun.) June Estimated Overnight Visitor Statistics

2017

2018

% Δ

’17/’18

2017

2018 % Δ

’17/’18

H/M/C* Visitors(#) 3,416,500 3,559,300 +4.2 616,900 624,800 +1.3 Visitors in Unpaid Lodgings 1,005,800 1,037,600 +3.2 154,200 159,100 +3.2 Total Overnight Visitors 4,422,300 4,596,900 +3.9 771,100 783,900 +1.7 Direct Exp. ($) of H/M/C* Visitors $1,887,277,600 $2,050,363,900 +8.6 $305,205,100 $325,183,400 +6.5

Direct Exp. ($) of Visitors in Unpaid Lodgings $400,932,800 $427,496,000 +6.6 $53,089,500 $56,940,300 +7.3

Total Overnight Visitor Direct Exp. ($) $2,288,210,400 $2,477,859,900 +8.3 $358,294,600 $382,123,700 +6.7

Eco. Impact. ($) of H/M/C* Visitors $2,765,239,200 $3,004,193,200 +8.6 $447,186,500 $476,458,700 +6.5

Eco. Impact ($) of Visitors in Unpaid Lodgings $587,446,700 $626,367,100 +6.6 $77,786,700 $83,428,900 +7.3

Total Overnight Visitor Eco. Impact ($)** $3,352,685,900 $3,630,560,300 +8.3 $524,973,200 $559,887,600 +6.7

H/M/C* Room Nights 4,338,300 4,634,000 +6.8 713,000 753,200 +5.6 Resort Tax Collections $27,388,918 $31,754,631 +15.9 $4,419,618 $5,161,605 +16.8

* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** U.S. Bureau of Economic Analysis, RIMS II Multiplier (k: 1.4652)

Calendar Year to Date (Jan. – Jun.) June

Note: 2017-18 Osceola Inventory Growth -- 2017: 45,721; 2018: 45,009 (-1.6%) Source: Florida Department of Business & Professional Regulation (DBPR)

Lodging Statistics

2017

2018

% Δ ’17/’18

2017

2018

% Δ ’17/’18

Occupancy 77.8% 81.1% +4.2 77.8% 81.3% +4.5

Room Rates $107.67 $114.87 +6.7 $103.31 $111.20 +7.6

RevPAR $84.30 $93.81 +11.3 $80.38 $90.41 +12.5

$0

$100,000,000

$200,000,000

$300,000,000

$400,000,000

$500,000,000

$600,000,000

Jun. '17 Jun. '18

358,294,600 382,123,700

166,678,600 177,763,900

$524,973,200 $559,887,600

June 2018 Overnight (Paid & Unpaid) Visitor Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact


2 © Copyright 2018. | PCD-1 – 08.15.18

June 2018 Visitor Origin Markets

Calendar Year to Date (Jan. – Jun.) June

Visitor Origins (H/M/C) 2017 2018

% Δ ’17/’18

2017 Share of Mkt (%)

2017 # of

Visitors

2018 Share of Mkt (%)

2018 # of

Visitors

% Δ ’17/’18

Florida 989,970 995,350 +0.5 33.7% 207,900 31.3% 195,560 -5.9

Southeast 368,860 351,850 -4.6 11.9 73,410 10.7 66,850 -8.9

Northeast 509,310 535,790 +5.2 9.3 57,370 9.4 58,730 +2.4

Midwest 416,840 475,040 +14.0 10.8 66,630 11.4 71,230 +6.9

Canada 242,250 243,050 +0.3 4.6 28,380 5.3 33,110 +16.7

Europe 397,040 430,770 +8.5 14.1 86,980 15.6 97,470 +12.1

Latin American 181,650 187,510 +3.2 7.5 46,270 7.1 44,360 -4.1

Other US 243,670 259,210 +6.4 6.3 38,860 7.8 48,740 +25.4

Other Foreign 66,910 80,730 +20.7 1.8 11,100 1.4 8,750 -21.2

Total 3,416,500 3,559,300 +4.2 100.0 616,900 100.0 624,800 +1.3

195,560

66,850

58,73071,230

33,110

97,470

44,360

48,740

8,750

June 2018 Visitor Origins

Florida

Southeast

Northeast

Midwest

Canada

Europe

Latin American

Other US

Other Foreign


3 © Copyright 2018. | PCD-1 – 08.15.18

Visitor Profile Metrics:

Length of Stay (Nights) 2017 2018

Away from Home 7.9 8.0 In the Kissimmee Area 6.4 6.5

Party Size 2017 2018

Number of People 4.6 4.5

Party Composition 2017 2018

% of Parties Traveling with Children 68.5% 66.3% % of Parties Traveling with Seniors 22.7 21.4

Kissimmee Area Base Budget 2017 2018

Per Person/Stay $494.74 $520.46 Per Person/Night 77.30 80.07 Total Party/Trip $2,275.82 $2,342.08

Transportation (Multiple Response) (Percentaged to the Base of All Respondents)

2017

2018

Plane 47.5% 50.2% Personal Car 49.7 47.1 Rental Car 29.3 30.3

Airport Deplaned (Base: Flew) 2017 2018

Orlando International 82.1% 81.6% Miami International 5.9 6.9 Sanford 6.0 5.1 Tampa International 2.7 3.6


4 © Copyright 2018. | PCD-1 – 08.15.18

Visitor Profile:

Purpose of Trip (Multiple Response) A. Profile Data

2017

2018

Vacation 73.2% 72.1% To Visit Central Florida Attractions 49.2 50.5 Getaway 35.7 34.1 Visit with Friends/Relatives 20.1 20.8 Business/Meeting 8.2 9.8

Sports Events/Tournament 3.1 3.6 Reunion (Family, Military, School, etc.) 4.4 3.3

B. Occupancy Survey Data 2017 2018

Group 25.1% 26.1%

First Visit to (% yes) 2017 2018

Kissimmee Area (staying in commercial lodging) 42.9% 40.4% Florida 15.1 13.9

0

10

20

30

40

50

2017 2018

15.1 13.9

27.826.5

42.940.4

%

First Visit to Kissimmee (% Yes)

New Market Share Gain from Florida TOTAL


5 © Copyright 2018. | PCD-1 – 08.15.18

Information Most Helpful to Visit (Open Ended Multiple Response)

2017

2018

Internet 86.0% 87.5% Maps/GPS 62.3 57.1 Previous Visit 33.5 37.7 Hotel/Accommodations 30.4 35.7 Mobile App 24.1 27.2 Experience Kissimmee 16.8 19.2 Print Media 19.9 17.9 Travel Professional 13.8 15.8 Family 16.3 15.6 Recommendation 17.3 15.2 AAA 8.1 6.5

0

10

20

30

40

50

60

70

80

90

100

Internet Maps/GPS Previous Visit Hotel /Accomodations

86.0

62.3

33.5 30.4

87.5

57.1

37.7 35.7

Information Most Helpful To Visit (Top Four)

2017 2018

%


6 © Copyright 2018. | PCD-1 – 08.15.18

Internet Information Sources Consulted (Open Ended Multiple Response)

2017

2018

Attraction Websites 59.6% 62.3% Hotel Websites 46.5 49.5 Review/Rating Sites 42.4 45.8 Destination Websites 49.3 44.4 Map Quest/Google Maps, etc. 35.6 40.4 Booking Sites 39.5 37.3 Restaurant Websites 35.3 36.8 Airline Websites 32.9 36.1 Weather Sites 29.4 35.5 Rental Car Websites 30.2 32.6 Social Networking Sites 21.8 20.1 Daily Deal/Coupon Sites 12.0 13.8

0

10

20

30

40

50

60

70

Attraction Hotel Review/Rating Destination

59.6

46.542.4

49.3

62.3

49.545.8 44.4

Internet Information Sources Consulted (Top Four)

2017 2018%


7 © Copyright 2018. | PCD-1 – 08.15.18

Made Lodging Reservations 2017 2018

Yes 93.2% 94.2% No 6.8 5.8

Activities Enjoyed (Open Ended Multiple Response)

2017

2018

Attractions/Theme Parks 82.0% 82.8% Dining Out 75.8 77.2 Shopping 64.1 60.9 Pool 55.3 56.3 Relaxing 52.2 54.0

Theme Parks Visited (Open Ended Multiple Response)

2017

2018

Disney World 64.6% 62.5% Universal 41.1 38.4 SeaWorld 17.7 22.5

0

20

40

60

80

100

Attractions Dining Out Shopping

82.075.8

64.1

82.877.2

60.9

%

Activities Enjoyed (Top Three)

2017 2018


8 © Copyright 2018. | PCD-1 – 08.15.18

Non-Theme Park Attractions Visited 2017 2018

Disney Springs 43.6% 47.8% City Walk 19.6 22.8 Fun Spot/Old Town 25.6 21.6

Satisfaction with Kissimmee 2017 2018

Satisfied (Combined) 95.4% 97.1%

Plan to Return (% Yes) 2017 2018

To Local Area 89.5% 91.1%

Demographics 2017 2018

Average Age Head of Household 44.9 44.4 Median Annual Household Income $100,571 $101,309

Book Reservations for Trip Online 2017 2018

% Yes 81.9% 83.7%

0

10

20

30

40

50

60

70

Disney Universal SeaWorld

64.6

41.1

17.7

62.5

38.4

22.5

%

Theme Parks Visited (Top Three)

2017 2018


9 © Copyright 2018. | PCD-1 – 08.15.18

Occupancy Survey Data 2018

Compared to the same time in 2017, OVER THE NEXT THREE MONTHS, properties report reservations:

2017

2018

Up 27.6% 47.6% Same 57.9 28.6 Down 14.5 23.8

0

10

20

30

40

50

60

Up Same Down

27.6

57.9

14.5

47.6

28.623.8

%

Forward Reservations (Next Three Months)

2017 2018

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