Charlotte CountyFourth Quarter 2014
Tourism
Presented to:Charlotte HarborVisitor and Convention BureauResearch Data Services, Inc.February 24, 2015
Research Data Services, Inc. 02.24.15
Fourth QuarterOctober – December 2014
Research Data Services, Inc. 02.24.15
Key Visitor Metrics (Oct. – Dec. 2014)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)
• Oct. – Dec 2014: 59,200 people
• CY 2014: 351,600 people
Estimated Number of
Visitors
• Oct. – Dec 2014:
$51,275,100• CY 2014: $296,016,500
Estimated Direct
Expenditures
• Oct. – Dec 2014:
$78,194,500• CY 2014: $451,425,100
Total Economic Impact
Research Data Services, Inc. 02.24.15
Key Visitor Metrics (Oct. – Dec. 2014)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)
• 2.4 peopleAverage
Immediate Party Size
• 6.7 nightsAverage Length
of Stay in Charlotte
• $2,078.72Average Party Budget
Research Data Services, Inc. 02.24.15
Visitor Origin Distribution (Oct. – Dec. 2014)
34.4
6.817.4
19.6
7.6
10.04.2
FloridaSoutheastNortheastMidwestCanadaEuropeOther U.S.
Research Data Services, Inc. 02.24.15
Charlotte Q4 2014 Visitor Zip Code Mapping (Oct. – Dec. 2014)
Research Data Services, Inc. 02.24.15
Charlotte County
Occupancy ADR
2013 * 2014 2013 * 2014
October 46.9% 51.0% $75.18 $80.57
November 50.3 50.4 76.04 75.82
December 45.7 54.8 75.53 77.84
Oct. - Dec. Average 47.6% 52.1% $75.58 $78.08
Smith Travel Research Occupancy
* 2013 Update
Research Data Services, Inc. 02.24.15
Purpose of Trip(Multiple Response)
Q4 2014
Vacation/Getaway 85.4%
To Visit with Friends/Family 29.2
Business/Meeting 8.2
A Kayaking Trip 6.6
Family Events 6.3
Golf/Tennis Trip 4.9
A Fishing Trip 4.6
A Boating Trip 4.2
Research Data Services, Inc. 02.24.15
Types of Websites Consulted for Travel Information (Multiple Response)
Q4 2014
Destination Sites 50.2%
Hotel Websites 49.1
Airline Websites 43.8
Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 40.7
Booking Sites (i.e., Travelocity, Expedia, etc.) 37.5
Mapping Sites (i.e., Map Quest, Google Maps, etc.) 30.7
Restaurant Websites 28.5
Rental Car Websites 25.0
Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.)
17.1
Social Networking Sites (i.e., Facebook, Twitter, Pinterest, etc.)
16.0
Research Data Services, Inc. 02.24.15
Booked on the Internet for Trip (Prompted)
60.7
39.3
Yes No/Don't Know
Research Data Services, Inc. 02.24.15
Charlotte Messaging
•40.3%Seen/Read/
Heard Charlotte Message
•78.1%Influenced
(Base: Resp. who saw/read/heard
msg.)
Research Data Services, Inc. 02.24.15
How Visitors Travel to Charlotte
Personal Car Fly Rental Car0.0
10.0
20.0
30.0
40.0
50.0
60.052.1
46.142.0
Q4 2014
Research Data Services, Inc. 02.24.15
Airports Deplaned (Visitors who flew)
Tampa Intl SW FL (RSW)
Orlando/ Sanford Intl
Miami Intl Punta Gorda
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0 40.7
31.5
11.16.0 4.3
Q4 2014
Research Data Services, Inc. 02.24.15
Repeat Charlotte County Visitation
Q4 20140
102030405060708090
100
29.7
70.3
First Time Repeat
2.1% of Q4 2014
visitors are visiting
Florida for the first
time.
Research Data Services, Inc. 02.24.15
How First Learn About Charlotte (Multiple Response)
Q4 2014
Recommendation 59.9%
Internet 38.2
Brochure/Visitor Guide 14.6
Magazine/News Story 8.3
Research Data Services, Inc. 02.24.15
Type of Lodging Used
0.0
20.0
40.0
60.0 48.2
25.0 23.3
Q4 2014
Research Data Services, Inc. 02.24.15
Party Composition (Multiple Response)
Couple Family With Friends
Single Group of Couples
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0 63.9
25.0
8.6 8.2 6.6
Q4 2014
Traveling with Children/Young Adults Q4 2014:
16.7%
Research Data Services, Inc. 02.24.15
Activities Enjoyed in Area(Multiple Response)
Q4 2014
Dining Out 86.6%
Beach 83.6
Relaxing 78.7
Walking on the Beach 69.7
Shopping 59.0
Reading 56.9
Pool 55.6
Swimming 52.3
Shelling 43.6
Visiting with Friends/Relatives 37.2
Fishing 26.2
Bars/Nightlife 23.5
Bird Watching 19.5
Boating 17.9
Golfing 15.5
Research Data Services, Inc. 02.24.15
Satisfaction/Plan to Return
Q4 20140
10
20
30
40
50
60
70
80
90
100
6.3
90.7
97.0
CombinedVery Satis-fiedSatisfied
92.9% of Q4 2014 visitors
plan to return to the area.
Research Data Services, Inc. 02.24.15
Demographics
Q4 2014
Average Age 56.2 years
Median Household Income
$102,064
Research Data Services, Inc. 02.24.15
Charlotte Comments Love its quaintness. Close to home, affordable. Fabulous, unspoiled beaches. Great escape from the cold. Old Florida. Great quiet place. It's a great family vacation place; lots to do. Best beaches in the world. Relaxing, safe, clean, and friendly. Great restaurants and shops. Very pretty area, lots to do, even on rainy days. Quiet spot, great place to unwind and relax. Friendly, affordable luxury. Great place away from crowds and congestion. A real
community, not a resort. It is beautiful, carefree, warm, relaxing place to be and visit.
Research Data Services, Inc. 02.24.15
Charlotte Comments
Thank You!!
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