Kissimmee Visitor Profile · Better than one of every three of Kissimmee’s September commercial...
Transcript of Kissimmee Visitor Profile · Better than one of every three of Kissimmee’s September commercial...
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Kissimmee Visitor Profile September 2016
Prepared for:
Experience Kissimmee
Prepared by:
Research Data Services, Inc.
www.ResearchDataLLC.com
November 2016
Experience Kissimmee Visitor Profile September 2016
i © Copyright 2016. | PCD-1 – 11.16.16
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.
November 16, 2016
Walter J. Klages, Ph.D.
President
Date
Experience Kissimmee Visitor Profile September 2016
ii © Copyright 2016. | PCD-1 – 11.16.16
Executive Summary: September 2016
1. Methodology: Experience Kissimmee’s September 2016 visitor profile statistics are
drawn from a random sample of 510 surveys with consumers staying in Osceola County
commercial lodgings. At the 95% level of confidence, this sample is associated with a
standard error of +4.3%.
2. This month, some 460,500 visitors stayed in Kissimmee’s commercial lodgings (+9.6%),
yielding an estimated $292,668,600 of economic impact to the County (+16.2%). Key
performance metrics are as follows:
September 2015 2016 %
Occupancy 56.9% 61.1% +7.4%
ADR $92.17 $100.33 +8.9%
RevPAR $52.44 $61.30 +16.9%
3. Nearly half of lodging managers (46.9%) report their property’s three month forward
reservation levels as “up” when compared to this time last year:
% of Properties (September)
Reporting Reservations: 2015 2016
Up 56.9% 46.9%
Same 34.1 46.6
Down 4.7 6.4
4. Kissimmee’s September visitation originates from the following primary market segments:
2015 2016
Sep. Visitation Visitor # Visitor # %
Florida 126,480 140,910 +11.4
Southeast 44,120 46,510 +5.4
Northeast 46,220 45,130 -2.4
Midwest 30,680 39,140 +27.6
Canada 17,230 19,340 +12.2
Europe 83,200 87,500 +5.2
Latin American 34,880 30,390 -12.9
Other U.S. 28,570 36,840 +28.9
Other Foreign 8,820 14,740 +67.1
Total 420,200 460,500 +9.6
Experience Kissimmee Visitor Profile September 2016
iii © Copyright 2016. | PCD-1 – 11.16.16
5. Better than one of every three of Kissimmee’s September commercial lodging visitors
(37.9%) are staying overnight in Osceola County for the first time, a significant increase
from September 2015 (2015: 30.3%). Nearly two thirds (61.1%) of these visitors report
having previously stayed in the greater Orlando Area. Visitors who had previously stayed
in Orlando but chose Kissimmee lodgings for the first time were primarily drawn to the
area by its convenient, central location, superior value for the money, non-traditional
lodging options with exceptional amenities, and variety of shopping and entertainment.
Business/conferences, special/sports events, online reviews, recommendations, and the
chance to try something new are also mentioned as reasons for choosing to stay in the
Kissimmee area.
% Staying First Time in Kissimmee Feeder Market (Base: Total Visitors from Market)
Florida 24.4%
U.S. Out-of-State 39.3
Europe 46.4
Latin America 66.7
6. One of every four of Kissimmee’s first time overnight visitors (25.2%) is also in Florida for
the first time. The specific levels of first time visitation by visitor origin are as follows:
% First Time in Florida Feeder Market (Base: Total Visitors from Market)
U.S. Out-of-State 6.6%
Europe 15.5
Latin America 33.3
7. September visitors who have previously stayed in Kissimmee lodgings report having
visited the area an average of 4.9 times, with Floridians having the highest repeat
visitation frequency:
Number of Repeat Feeder Market Visits to Kissimmee
Florida 6.0
U.S. Out-of-State 4.0
Europe 4.4
Latin America 1.5
Experience Kissimmee Visitor Profile September 2016
iv © Copyright 2016. | PCD-1 – 11.16.16
8. September visitors primarily use attraction websites (52.1%), lodging websites (41.8%),
destination websites (41.2%), and booking websites (35.8%) to get information and plan
their Kissimmee trip.
9. In September 2016, some 56.9% of visitors lodged in hotels/motels, while 42.0% selected
vacation homes or condos.
10. This September, the vast majority of visitors (93.1%) make advance reservations for their
lodging (2015: 94.6%).
11. Over half of Kissimmee’s September 2016 overnight lodging visitors (56.2%) fly to reach
the destination (2015: 52.8%). Some 38.7% drive a personal car/RV (2015: 42.1%).
12. This September, the average length of stay (LOS) of visitors is 5.2 nights in the Kissimmee
area.
The shortest Kissimmee length of stays are reported by Floridian visitors while European
visitors have the longest. The length of stays by visitor origin are as follows:
Feeder Market September 2016 LOS
Florida 3.2 nights
Southeast 5.0 nights
Northeast 5.4 nights
Midwest 5.2 nights
Canada 6.5 nights
Europe 8.2 nights
Latin America 6.2 nights
Other U.S. 4.9 nights
32.9
34.5
24.8
7.9
Length of Stay in Kissimmee
1 - 3 nights
4 - 6 nights
7 - 9 nights
10+ nights
Experience Kissimmee Visitor Profile September 2016
v © Copyright 2016. | PCD-1 – 11.16.16
13. Kissimmee’s September visitors primarily enjoy attractions/theme parks (75.4%), dining
out (66.0%), shopping (54.7%), and relaxing (50.8%).
14. Over half of Kissimmee September overnight visitors frequent the Disney parks (58.1%),
with 41.4% attending Universal and 21.0% going to SeaWorld. Visitors also enjoy Disney
Springs (36.0%), City Walk (22.3%), and Fun Spot/Old Town (14.2%).
15. When describing their experiences in Kissimmee, September visitors focus on their fun
and magical times, the friendly service, cleanliness, ease of getting around, value, and
wide variety of activities:
16. Nine out of ten visitors (91.1%) plan a return visit to the Kissimmee area (2015: 92.3%).
17. September 2016 visitors are significantly younger (2015: 49.8 years of age; 2016: 47.4
years of age) and command a median household income of $95,418 (2015: $94,939).
Experience Kissimmee Visitor Profile September 2016
* © Copyright 2016. | PCD-1 – 11.16.16
Experience Kissimmee: September 2016 Visitor Profile
Experience Kissimmee Visitor Profile September 2016
1 © Copyright 2016. | PCD-1 – 11.16.16
Year To Date (January – September) September H/M/C
*
Visitor Stats
2015
2016
% Δ ’15/’16
2015
2016
% Δ ’15/’16
Visitors (#) 4,539,800 4,812,500 +6.0 420,200 460,500 +9.6
Room Nights 5,869,500 6,043,800 +3.0 504,600 554,800 +9.9
Direct Exp. ($) $2,308,442,000 $2,533,681,700 +9.8 $171,966,900 $199,746,500 +16.2
Total Eco. Impact ($)
$3,382,329,200 $3,712,350,400 (k: 1.4652) $251,965,900 $292,668,600 (k: 1.4652)
* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.)
Year to Date (January – September) September
Lodging Statistics
2015
2016
% Δ ’15/’16
2015
2016
% Δ ’15/’16
Occupancy 73.5% 74.6% +1.5 56.9% 61.1% +7.4
Room Rates $99.85 $104.12 +4.3 $92.17 $100.33 +8.9
RevPAR $73.97 $78.26 +5.8 $52.44 $61.30 +16.9
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
2015 2016
171,966,900 199,746,500
79,999,000
92,922,100
$251,965,900
$292,668,600
September 2016 Economic Impact
Direct Exp. Indirect/Induced Total Eco. Impact
20 40 60 80 100 120
Sep92.17
100.33
Room Rates
2016
2015
$ 0 20 40 60 80
Sep56.9
61.1
Occupancy
2016
2015
%
Experience Kissimmee Visitor Profile September 2016
2 © Copyright 2016. | PCD-1 – 11.16.16
September 2016 Visitor Origin Markets
Year to Date (January – September) September
Visitor Origins 2015 2016
% Δ
’15/’16
2015 Share of Mkt (%)
2015 # of
Visitors
2016 Share of Mkt (%)
2016 # of
Visitors
% Δ
’15/’16
Florida 1,340,560 1,401,240 +4.5 30.1% 126,480 30.6% 140,910 +11.4
Southeast 506,780 507,920 +0.2 10.5 44,120 10.1 46,510 +5.4
Northeast 591,720 618,630 +4.5 11.0 46,220 9.8 45,130 -2.4
Midwest 509,810 551,580 +8.2 7.3 30,680 8.5 39,140 +27.6
Canada 299,180 302,760 +1.2 4.1 17,230 4.2 19,340 +12.2
Europe 598,800 702,100 +17.3 19.8 83,200 19.0 87,500 +5.2
Latin American 257,630 252,690 -1.9 8.3 34,880 6.6 30,390 -12.9
Other US 344,600 364,380 +5.7 6.8 28,570 8.0 36,840 +28.9
Other Foreign 90,720 111,200 +22.6 2.1 8,820 3.2 14,740 +67.1
Total 4,539,800 4,812,500 +6.0 100.0 420,200 100.0 460,500 +9.6
140,910
46,510
45,130 39,140
19,340
87,500
30,390
36,840
14,740
September 2016 Visitor Origins
Florida
Southeast
Northeast
Midwest
Canada
Europe
Latin American
Other US
Other Foreign
Experience Kissimmee Visitor Profile September 2016
3 © Copyright 2016. | PCD-1 – 11.16.16
Visitor Profile Metrics:
Length of Stay (Nights) 2015 2016
Away from Home 7.8 8.1
In the Kissimmee Area 5.3 5.2
Party Size 2015 2016
Number of People 4.0 3.9
Party Composition 2015 2016
% of Parties Traveling with Children 32.8% 35.9%
% of Parties Traveling with Seniors 35.6 29.2
Kissimmee Area Base Budget 2015 2016
Per Person/Stay $409.25 $433.76
Per Person/Night 77.22 83.41
Total Party/Trip $1,637.00 $1,691.65
Transportation (Multiple Response)
(Percentaged to the Base of All Respondents)
2015
2016
Plane 52.8% 56.2%
Rental Car 21.2 26.0
Personal Car 42.1 38.7
Airport Deplaned (Base: Flew) 2015 2016
Orlando International 83.2% 81.4%
Miami International 5.1 7.5
Sanford 9.3 6.3
Tampa International 0.9 1.6
Experience Kissimmee Visitor Profile September 2016
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Visitor Profile:
Purpose of Trip (Multiple Response) A. Profile Data
2015
2016
Vacation 82.1% 78.1%
To Visit Central Florida Attractions 38.0 40.1
Getaway 28.9 29.4
Visit with Friends/Relatives 18.2 14.9
Sports Events/Tournament 10.2 7.0
Special Events/Festival 4.7 6.2
Family Reunion 2.8 2.9
B. Occupancy Survey Data 2015 2016
Group 18.9% 20.3%
First Visit to (% yes) 2015 2016
Kissimmee Area (staying in commercial lodging) 30.3% 37.9%
Florida 5.5 9.6
0
10
20
30
40
2015 2016
5.5 9.6
24.8
28.3
30.3
37.9
%
First Visit to Kissimmee (% Yes)
New Market Share Gain from Florida TOTAL
Experience Kissimmee Visitor Profile September 2016
5 © Copyright 2016. | PCD-1 – 11.16.16
Information Most Helpful to Visit (Open Ended Multiple Response)
2015
2016
Internet 86.2% 85.0%
Maps/GPS 64.4 63.5
Previous Visit 30.4 29.0
Print Media 23.0 22.2
Experience Kissimmee 23.3 21.4
Hotel/Accommodations 16.8 20.7
Mobile App 11.8 19.2
Recommendation 9.5 16.0
Travel Professional 9.8 12.6
AAA 9.3 11.4
Family 11.8 9.2
0
10
20
30
40
50
60
70
80
90
100
Internet Maps/GPS Previous Visit Print Media
86.2
64.4
30.4 23.0
85.0
63.5
29.0
22.2
Information Most Helpful To Visit (Top Four)
2015 2016
%
Experience Kissimmee Visitor Profile September 2016
6 © Copyright 2016. | PCD-1 – 11.16.16
Internet Information Sources Consulted (Open Ended Multiple Response)
2015
2016
Attraction Websites 56.8% 52.1%
Hotel Websites 39.8 41.8
Destination Websites 40.4 41.2
Booking Sites 40.8 35.8
Airline Websites 34.1 32.4
Review/Rating Sites 23.6 31.4
Rental Car Websites 29.2 29.7
Map Quest/Google Maps, etc. 26.9 27.1
Weather Sites 15.2 20.2
Restaurant Websites 25.8 20.0
Social Networking Sites 8.4 13.5
Daily Deal/Coupon Sites 12.3 9.7
0
10
20
30
40
50
60
Attraction Hotel Destination Booking
56.8
39.8 40.4 40.8
52.1
41.8 41.2
35.8
Internet Information Sources Consulted (Top Four)
2015 2016
%
Experience Kissimmee Visitor Profile September 2016
7 © Copyright 2016. | PCD-1 – 11.16.16
Made Lodging Reservations 2015 2016
Yes 94.6% 93.1%
No 5.4 6.9
Activities Enjoyed (Open Ended Multiple Response)
2015
2016
Attractions/Theme Parks 77.6% 75.4%
Dining Out 65.2 66.0
Shopping 61.8 54.7
Relaxing 52.8 50.8
Pool 44.3 41.6
Swimming 31.3 33.6
Sight Seeing 32.0 30.8
Reading 22.9 24.2
Miniature Golf 22.2 17.7
Bars/Nightlife 14.6 17.1
Visiting with Friends/Relatives 18.3 14.4
Wildlife/Environment 10.5 13.0
Photography 10.7 11.1
Airboats 11.3 10.5
0
20
40
60
80
100
Attractions Dining Out Shopping
77.6
65.2 61.8
75.4
66.0
54.7
%
Activities Enjoyed (Top Three)
2015 2016
Experience Kissimmee Visitor Profile September 2016
8 © Copyright 2016. | PCD-1 – 11.16.16
Theme Parks Visited (Open Ended Multiple Response)
2015
2016
Disney World 62.5% 58.1%
Universal 45.8 41.4
SeaWorld 15.0 21.0
Non-Theme Park Attractions Visited 2015 2016
Disney Springs 29.2% 36.0%
City Walk 28.6 22.3
Fun Spot/Old Town 17.5 14.2
Satisfaction with Kissimmee 2015 2016
Satisfied (Combined) 96.5% 96.0%
Plan to Return (% Yes) 2015 2016
To Local Area 92.3% 91.1%
0
10
20
30
40
50
60
70
Disney Universal SeaWorld
62.5
45.8
15.0
58.1
41.4
21.0
%
Theme Parks Visited (Top Three)
2015 2016
Experience Kissimmee Visitor Profile September 2016
9 © Copyright 2016. | PCD-1 – 11.16.16
Demographics 2015 2016
Average Age Head of Household 49.8 47.4
Median Annual Household Income $94,939 $95,418
Book Reservations for Trip Online 2015 2016
% Yes 78.3% 79.1%
Occupancy Survey Data 2016
Compared to the same time in 2015, OVER THE NEXT THREE MONTHS, properties report reservations:
2015
2016
Up 56.9% 46.9%
Same 34.1 46.6
Down 4.7 6.4