Fort Myers & Sanibel Lee County VCB Oct Dec 2019 Visitor - PowerPoint PPT Presentation

The Beaches of f Fort Myers & Sanibel Lee County VCB Oct – Dec 2019 Visitor Tracking, Occupancy & Economic Impact Study Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Anglin Downs & St. Germain Research

Introduction 2 Oct t – Dec 20 2019 19

3 Study Objectives: Map the Visitor Journey Economic ic Travel Part arty Pos ost-Trip Pre-Vis isit Trip ip Exp Experie ience Impact on Imp on Profile le Evalu luati tion Desti Des tinati tion ▪ Plan ▪ Visi ▪ Ac ▪ Lik ▪ Num lanning cy cycle Visitor or origin Accommodations Likelihood of of umber of of visi isitors ▪ Plan ▪ Par ▪ Len ▪ Exp lanning sou sources arty siz size Length of of stay rec ecommending Expenditures ▪ Num ▪ Lik ▪ Economic im ▪ Information req ▪ Par umber of of tim imes s in in Likelihood of of impact equests arty com omposition ▪ Other de ▪ Dem ▪ Roo destination de returning oom nig nights destinations s Demographics ▪ Ac ▪ Sa con onsidered Activities s in in Satisfaction wit ith gen enerated ▪ Trip in ▪ Occ infl fluencers de destination overall stay & ccupancy, ADR, ADR, ▪ Reas ▪ Attractions easons s for or visi isiting s visi isited cu customer ser service RevPAR ▪ Ar ▪ Eval ▪ Job ▪ Exp Area stayed aluation of of obs, wag ages s and and taxes Exposure to o destination attributes de sup supported by tourism sm pr promotions ▪ Booking ▪ Visi Visitor concerns ▪ Mod ▪ Pain ode of of transportation ainting a a pic picture for or ot others Oct t – Dec 20 2019 19

Executive Summary 4 Oct t – Dec 20 2019 19

5 Visitor Journey: Economic Impact on Destination Economic Travel Part arty Trip ip Pos ost-Trip Impact on Im Pre-Vis isit Profile le Exp Experie ience Evalu luati tion Destination Oct t – Dec 20 2019 19

6 Tourism Snapshot: Oct – Dec 2019 1 Vis isit itor & Lod Lodgin ing Statis istics Oct ct – De Dec 2018 Oct ct – De Dec 2019 % Ch Change Visitors 1,099,800 1,249,500 +13.6% Room Nights 1,296,000 1,456,300 +12.4% Direct Expenditures 2 $684,181,400 $743,544,500 +8.7% Total Economic Impact³ $1,111,110,600 $1,207,516,300 +8.7% 1 The levels of increases from 2018 to 2019 were relatively high in no small amount due to water quality issues last year, which depressed metrics. Plus, available inventory for visitors was up 13.8% in October to December 2019 compared to 2018. 2 Includes: accommodations, restaurants, entertainment, shopping, transportation, groceries, and “other” expenses. ³ Economic impact includes indirect and induced effects of visitor spending. Indirect effects are increased business spending resulting from tourism dollars. Induced effects are increased household spending resulting from tourism dollars. Econ onomic ic Imp mpact t on n Destin inati tion Oct t – Dec 20 2019 19

7 Changes in Tourism Metrics: Oct – Dec 2017 - 2019 1 Oct ct – De Dec Oct ct – De Dec Oct ct – De Dec Vis isit itor & Lod Lodgin ing Statis istics . 2017 2 2018 vs. . 2017 2019 vs. . 2018 2019 vs. Visitors -3.4% +13.6% +9.7% Room Nights -5.5% 12.4% +6.2% Direct Expenditures ³ -3.3% +8.7% +5.1% Total Economic Impact 4 -3.3% +8.7% +5.1% 1 Percentage changes over the past two years were affected by water quality issues in 2018, hence significant decreases in 2018 followed by significant increases in 2019. The annual change across the two years is shown in the last column. These figures show a clearer picture of the last two years. 2 Annual change from 2017 to 2019. ³Includes: accommodations, restaurants, entertainment, shopping, transportation, groceries, and “other” expenses. ⁴ Economic impact includes indirect and induced effects of visitor spending. Indirect effects are increased business spending resulting from tourism dollars. Induced effects are increased household spending resulting from tourism dollars. Econ onomic ic Imp mpact t on n Destin inati tion Oct t – Dec 20 2019 19

8 Tourism Snapshot: Calendar Year-to-Date 2019 1 % % Vis isit itor & Lod Lodgin ing Statis istics CY CYTD 2018 CYTD 2019 CY Ch Change Visitors 4,793,800 4,926,400 +2.8% Room Nights 5,290,750 5,638,700 +6.6% Direct Expenditures 2 $3,116,791,500 $3,272,030,100 +5.0% Total Economic Impact³ $5,061,669,400 $5,313,776,600 +5.0% 1 Year-over-year differences due to: 1. more available inventory in 2019 and 2. differences in methodology impacting data collection, estimates for visitors staying in non-paid accommodations and day trippers. 2 Includes: accommodations, restaurants, entertainment, shopping, transportation, groceries, and “other” expenses. ³ Economic impact includes indirect and induced effects of visitor spending. Indirect effects are increased business spending resulting from tourism dollars. Induced effects are increased household spending resulting from tourism dollars. Econ onomic ic Imp mpact t on n Destin inati tion Oct t – Dec 20 2019 19

9 Oct – Dec Lodging Statistics ADR RevP AR Occupancy 2.1% 12.9% 15.3% Econ onomic ic Imp mpact t on n Destin inati tion Oct t – Dec 20 2019 19

10 10 Visitor Journey: Pre-Visit Economic ic Travel Part arty Trip ip Pos ost-Trip Pre-Visit Imp Impact on on Profile le Experie Exp ience Evalu luati tion Desti Des tinati tion Pre-Vis isit Oct t – Dec 20 2019 19

11 11 Trip Planning → Nearly 2 2 in in 3 3 visitors planned their trip to The Beaches of Fort Myers & Sanibel at least 3 months in advance → 2 2 in in 10 10 visitors requested information from hotels, the VCB, etc., to plan their trip → 10% 10% of visitors considered choosing other destinations when planning their trips Pre-Vis isit Oct t – Dec 20 2019 19

12 12 Trip Planning: Websites Used → 8 8 in in 10 10 visitors used websites to plan their trip to The Beaches of Fort Myers & Sanibel → Top websites used to plan their trip include 1 : 17% 17% Ho Hotel web ebsites 17% 17% Trip ip Adv dvisor 36% 36% Airlin line web ebsites 1 Multiple responses permitted. Pre-Vis isit Oct t – Dec 20 2019 19

13 13 Top Trip Influencers → Visitors were heavily influenced by the following when choosing where to vacation 1 : 89% War 89% arm wea eather 88% Pea 88% eaceful/relaxing 84% Sa 84% Safe des destination 1 Top 2 box scores. Attributes rated on a scale from 1 to 5 where 1 is Not at All Influential and 5 is Definitely Influential. Pre-Vis isit Oct t – Dec 20 2019 19

14 14 Top Reasons for Visiting → Visitors’ top reasons for visiting The Beaches of Fort Myers & Sanibel include 1 : 55% Vacatio 55% ion 38% 38% Beac Beach 38% 38% Rela elax & un unwind 25% 25% Vi Visit it frie friends & rela elatives 1 Three responses permitted. Pre-Vis isit Oct t – Dec 20 2019 19

15 15 Promotions → 30 30% of visitors recalled promotions in the past 6 months for The Beaches of Fort Myers & Sanibel → Top sources of recall include 1 : 28% Soc ocial l med edia ia 33% In 17% 17% TV TV Internet 1 Multiple responses permitted. Pre-Vis isit Oct t – Dec 20 2019 19

16 16 Booking → Visitors used the following to book their trips: 16% 16% Other on online travel ag agency 14% 14% VRB VRBO, Hom omeAway 46% 46% Di Directly ly with ith hot otel el 12% Vac 12% acation ren ental al com ompany 8% Airb 8% Airbnb Pre-Vis isit Oct t – Dec 20 2019 19

17 17 Transportation → 70% of visitors flew to The Beaches of Fort Myers & Sanibel → 69% of visitors who flew to The Beaches of Fort Myers & Sanibel flew to RSW Pre-Vis isit Oct t – Dec 20 2019 19

18 18 Visitor Journey: Travel Party Profile Travel Party Economic ic Trip ip Pos ost-Trip Pre-Vis isit Imp Impact on on Exp Experie ience Evalu luati tion Profile Des Desti tinati tion Travel l Par arty y Profi ofile le Oct t – Dec 20 2019 19

19 19 Origin 6% 6% 3% 3% 18% 18% 37% 37% Canada 16% 16% 10% 10% 5% 5% 2% 2% US = 87% Germany UK Travel l Par arty y Profi ofile le Oct t – Dec 20 2019 19

20 20 Top Origin Markets Cin incin innati 6% 6% Ne New York City ity 5% 5% Chic icago 4% 4% Mia iami-Ft. Lau Lauderdale le 3% 3% 3% 3% Min inneapolis lis 3% 3% In India ianapolis lis Detroit De 3% 3% Travel l Par arty y Profi ofile le Oct t – Dec 20 2019 19

21 21 Travel Party Size and Composition → Visitors traveled in a party composed of 2.9 2.9 le 1 people → 21 21% traveled with children under the age of 18 → 43 43% traveled as a couple, while 30 30% of visitors traveled as a family 1 Source: Visitor Tracking Survey, includes all types of visitors Travel l Par arty y Profi ofile le Oct t – Dec 20 2019 19

22 22 Demographic Profile Oct t – Dec Visi isitors: → Average ag age of of 52 52 years old old → Median hou ousehold ld in income of of $1 $114 14,500 → Mar arried (73 73%) → Coll ollege educated (66 66%) → Cau aucasia ian/white (76 76%) → Female le (57 57%) Travel l Par arty y Profi ofile le Oct t – Dec 20 2019 19