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
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
Oct t – Dec 20 2019 19
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Oct t – Dec 20 2019 19
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Pre-Vis isit Travel Part arty Profile le Trip ip Exp Experie ience Pos
Evalu luati tion Economic ic Imp Impact on
Des Desti tinati tion
▪ Visi Visitor or
▪ Par arty siz size ▪ Par arty com
▪ Dem Demographics ▪ Ac Accommodations ▪ Len Length of
▪ Num umber of
imes s in in de destination ▪ Ac Activities s in in de destination ▪ Attractions s visi isited ▪ Ar Area stayed ▪ Num umber of
isitors ▪ Exp Expenditures ▪ Economic im impact ▪ Roo
nights gen enerated ▪ Occ ccupancy, ADR, ADR, RevPAR ▪ Job
ages s and and taxes sup supported by tourism sm ▪ Plan lanning cy cycle ▪ Plan lanning sou sources ▪ Information req equests ▪ Other de destinations s con
▪ Trip in infl fluencers ▪ Reas easons s for
isiting ▪ Exp Exposure to
promotions ▪ Booking ▪ Mod
▪ Lik Likelihood of
rec ecommending ▪ Lik Likelihood of
returning ▪ Sa Satisfaction wit ith
cu customer ser service ▪ Eval aluation of
de destination attributes ▪ Visi Visitor concerns ▪ Pain ainting a a pic picture for
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Pre-Vis isit Travel Part arty Profile le Trip ip Exp Experie ience Pos
Evalu luati tion
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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 Expenditures2 $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
ic Imp mpact t on n Destin inati tion
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Vis isit itor & Lod Lodgin ing Statis istics Oct ct – De Dec 2018 vs. . 2017 Oct ct – De Dec 2019 vs. . 2018 Oct ct – De Dec 2019 vs. . 20172 Visitors
+13.6% +9.7% Room Nights
12.4% +6.2% Direct Expenditures³
+8.7% +5.1% Total Economic Impact4
+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.
2Annual 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
ic Imp mpact t on n Destin inati tion
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Vis isit itor & Lod Lodgin ing Statis istics CY CYTD 2018 CY CYTD 2019 % % Ch Change Visitors 4,793,800 4,926,400 +2.8% Room Nights 5,290,750 5,638,700 +6.6% Direct Expenditures2 $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
ic Imp mpact t on n Destin inati tion
Oct t – Dec 20 2019 19
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ic Imp mpact t on n Destin inati tion
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Pre-Visit
Travel Part arty Profile le Trip ip Exp Experie ience Pos
Evalu luati tion Economic ic Imp Impact on
Des Desti tinati tion
Pre-Vis isit
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→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
11 11 Pre-Vis isit
Oct t – Dec 20 2019 19
→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 include1:
12 12
36% 36% Airlin line web ebsites 17% 17% Trip ip Adv dvisor 17% 17% Ho Hotel web ebsites
1Multiple responses permitted.
Pre-Vis isit
Oct t – Dec 20 2019 19
13 13
→Visitors were heavily influenced by the following when choosing where to vacation1: 88% 88% Pea eaceful/relaxing 84% 84% Sa Safe des destination 89% 89% War arm wea eather
1Top 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
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→Visitors’ top reasons for visiting The Beaches of Fort Myers & Sanibel include1: 38% 38% Beac Beach 38% 38% Rela elax & un unwind 55% 55% Vacatio ion 25% 25% Vi Visit it frie friends & rela elatives
1Three responses permitted.
Pre-Vis isit
Oct t – Dec 20 2019 19
15 15
→30
30% of visitors recalled promotions in the past 6 months for The Beaches of Fort Myers & Sanibel
→Top sources of recall include1:
17% 17% TV TV 28% Soc
l med edia ia 33% In
Internet
1Multiple responses permitted.
Pre-Vis isit
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16 16
→Visitors used the following to book their trips:
46% 46% Di Directly ly with ith hot
el
8% 8% Airb Airbnb 12% 12% Vac acation ren ental al com
14% 14% VRB VRBO, Hom
16% 16% Other on
agency
Pre-Vis isit
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→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
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Pre-Vis isit
Trip ip Exp Experie ience Pos
Evalu luati tion Economic ic Imp Impact on
Des Desti tinati tion
Travel l Par arty y Profi
le
Oct t – Dec 20 2019 19
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16% 16% 37% 37% 18% 18% 6% 6% 10% 10% 3% 3% 2% 2% 5% 5%
Canada UK Germany
US = 87%
Travel l Par arty y Profi
le
Oct t – Dec 20 2019 19
20 20
Cin incin innati Ne New York City ity Chic icago Mia iami-Ft. Lau Lauderdale le Min inneapolis lis In India ianapolis lis De Detroit
6% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3%
Travel l Par arty y Profi
le
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21 21
→Visitors traveled in a party composed of 2.9
2.9 people le1
→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
1Source: Visitor Tracking Survey, includes all types of visitors
Travel l Par arty y Profi
le
22 22
Oct t – Dec Visi isitors:
→ Average ag
age of
52 years old
→ Median hou
ld in income of
$114 14,500
→ Mar
arried (73 73%)
→ Coll
66%)
→ Cau
aucasia ian/white (76 76%)
→ Female
le (57 57%)
Oct t – Dec 20 2019 19 Travel l Par arty y Profi
le
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Pre-Vis isit Travel Part arty Profile le
Pos
Evalu luati tion Economic ic Imp Impact on
Des Desti tinati tion
Trip ip Exper Experie ience
Oct t – Dec 20 2019 19
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36 36% Hot
sort/B&B 30% 30% Condo/Vacation Ren ental al 27% 27% Non
aid Ac Accommodations 2% 2% RV V Par ark/Campground 5% 5% Da Day trippers
Trip ip Exper Experie ience
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→Visitors1 spent 7.8
7.8 nig ights in The Beaches of Fort Myers & Sanibel
→20
20% were first time visitors
→30
30% have visited more than 10 times
1Source: Visitor Tracking Survey, includes all types of visitors
Trip ip Exper Experie ience
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26 26
→Top visitor activities include1:
67% 67% Be Beaches 61% Rela elax & unwin ind 60% Din
Dining
1Multiple responses permitted.
Trip ip Exper Experie ience
Oct t – Dec 20 2019 19 Beac ach Rela lax and nd unw unwin ind Visitin ting frie iends & & rela lativ ives Na Natu ture Fis ishin ing Spe pecia ial l occasio ion Attractio ions Spor portin ing events ts Bikin king, hi hikin ing, g, etc tc. Cult ulture Golf
tennis is Phot Photograph phy Shop hoppin ing Spe pecia ial l event Bus usiness Guid uided Tours Mus useums, hi history Water sp spor
ts Divin iving/snorkelin ling Volu
ing
27 27
67% 67%2 61% 61% 29% 29% 38% 38% 11% 11% 7% 7% 21% 21% 6% 6% 18% 18% 9% 9% 12% 12% 15% 15% 40% 40% 9% 9% 3% 3% 7% 7% 9% 9% 16% 16% 2% 2% 1% 1%
38% 38%1 38% 38% 25% 25% 15% 15% 8% 8% 7% 7% 6% 6% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 2% 2% 1% 1% 1% 1%
Tri rip Enhancements
1Three responses permitted. 2Multiple responses permitted.
Rea eason for
Visitin ing Vi Visitor Acti ctivities
Key Rea easons for
isit itin ing
Travel l Par arty y Profi
le
Oct t – Dec 20 2019 19
28 28 32% 32% For
t Myers Beac ach Pi Pier 30% 30% San anib ibel l Li Lighth thouse 24% 24% Edis dison & & For
Winter Es Estates 19% 19% San anib ibel l Outle utlets 20% 20% Mir iromar Outle utlets
75% 75% Be Beaches
1Multiple responses permitted.
Trip ip Exper Experie ience
Oct t – Dec 20 2019 19
29 29
22% 22% For
t Myers 20% 20% For
t Myers Bea Beach 22% 22% San Sanibel l Isl Island 15% 15% Cap Cape Cor Coral
Trip ip Exper Experie ience
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30 30
Pre-Vis isit Travel Part arty Profile le Trip ip Exp Experie ience
Economic ic Imp Impact on
Des Desti tinati tion
Pos
ip Evaluatio tion
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→93% of visitors are likely to recommend The
Beaches of Fort Myers & Sanibel
→93% of visitors are likely to return →63% of visitors are likely to return next year →38% of visitors said paid accommodations “Far
Exceeded” or “Exceeded” their expectations
Pos
ip Evaluatio tion
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32 32
→96
96% of visitors were satisfied or very satisfied with their overall visit to The Beaches of Fort Myers & Sanibel
→93
93% of visitors were satisfied or very satisfied with customer service on their visit
Pos
ip Evaluatio tion
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→Visitors gave the highest ratings to the following destination attributes1: 96% 96% Fam amil ily atm tmosphere 98% 98% Pea eaceful/relaxing 98% 98% Warm arm wea eather
1Top 2 box scores. Attributes rated on a scale from 1 to 5
where 1 is Poor and 5 is Excellent. Pos
ip Evaluatio tion
Oct t – Dec 20 2019 19
34 34
→1
1 in in 4 4 visitors was concerned about Red Tide in The Beaches of Fort Myers & Sanibel
→2
2 in in 10 10 were concerned about traffic
→32
32% of visitors had no concerns about the destination
Pos
ip Evaluatio tion
Oct t – Dec 20 2019 19
35 35
“White sandy beaches in Fort rt Myers rs were ere GO GORGEOUS! We will ill def defin initely ly be be ba back! Als lso eas easy ac access to pu publ blic ic bea beaches. Friendly people too.”
“Captiva and Sanibel are an am amazin ing pl plac ace to rela relax, di dine, ne, fish fish, an and d go go sh shelli
he wea eather is is lo lovely ly as as well ell as as the the peo
should ld def defin initely ly con
ider vis isiti iting here.”
“Great for families. Very qu quie iet an and d the the av avai aila labilit lity of
fr fresh sea seafood is is a a gre great dra
lso ou
r con
is
rea reason we e com
ha have bee been reb rebookin ing it it for r 5 5 years.”
Pos
ip Evaluatio tion
Oct t – Dec 20 2019 19
36 36
49 49% 45 45% 6% 6% 0% 0% 34 34% 24 24% 41 41% 1% 1% Up Up Same Down Not sure 2019 2018
Oct t – Dec 20 2019 19
37 37
49 49% 45 45% 6% 6% 0% 0% 34 34% 24 24% 41 41% 1% 1% Up Up Same Down Not sure 2019 2018
Lee County VCB Oct – Dec 2019 Visitor Tracking & Occupancy Study
Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Anglin Downs & St. Germain Research
Tamara Pigott, CDME Executive Director